Appropriately named mini club, the new children's clothing brand isdesigned by Mothercare in a 10-year profit-sharing deal with retailer Boots. The leading pharmacy chain already sells Mothercare's Early Learning Centre toys in more than 400 of its stores nationwide.
Available in more than 300 Boots stores in the UK and Republic of Ireland, the mini club range is a mixture of traditional classics and contemporary wear for children from newborn to six years. The move comes a year after the mother and baby chain announced plans to open 12 new sites inside major shopping centres.
Commenting on the agreement earlier this year, Ben Gordon, Mothercare's chief executive, said: "We are delighted with this latest addition to our existing successful partnership with Boots. We expect this agreement to be a substantial development in our recently announced wholesale strategy. Work has already commenced on what will be a distinctive and quality product range for customers."