JoJo Maman Bébé founder Laura Tenison has challenged the Government’s definition of ‘essential retail under the latest Covid-19 lockdown regulations in an oen letter, saying that nursery retailers ‘should be permitted to trade’.
There has been much confusion and uncertainty around the definition of the ‘essential retailers’ who can remain open, with supermarkets and other stores such as Marks & Spencer continuing to sell ‘general items’, including nursery products and childrenswear.
The open letter stated: “I find it extraordinary that the sale of pregnancy, new baby and toddler essentials are not included. As one of the very few specialist maternity, birth and baby retailers left in this country, we have been offering the essentials to pregnant women and new parents for the past 27 years.”
Laura points out that all 94 JoJo Maman Bébé stores are often the ‘go to’ place on the high street for advice on a wide range of nursery and baby essentials, highlighting that while some products could be bought online, they were often needed urgently and from highly trained staff who can offer expert advice. She added that: “Getting the right advice from those who know their subject matter cannot be replaced by Amazon.”
“We regularly have distraught new partners rushing in to buy the essentials while the new mother has been taken to hospital for a premature birth, or is at home with a new baby which needs a specific safety or development item,” the letter continued. “Our teams are used to these situations and take them in their stride, offering support and advice.”
Laura also drew attention to the recent Welsh two-week lockdown, where all JoJo Maman Bébé stores remained closed, but that baby clothing and products were re-classified as ‘essential items’ which the supermarkets could sell.
The open letter also revealed that Laura had approached others in the nursery sector to put pressure on the Government to reclassify maternity and baby retail, while also acknowledging that many stores may prefer to remain closed in order to take advantage of the extended furlough scheme while the retail trade continues to suffer.
“I am looking at the situation with a holistic approach and while our stores have been badly hit by the side effects of the pandemic, I do not wish to burden the fiscal purse with more expense if it is not absolutely necessary,” she continued. “We wish to stay open. We wish to offer our service. We wish to be useful to society and pay our taxes.”
The letter closed with Laura emphasising that JoJo Maman Bébé remains committed to physical retail, saying: “We are one of the last surviving specialist chains in our market and have been doing well but if we are not allowed to trade we cannot support our customers or save our jobs. We fully intend to keep our retail portfolio as part of our omni-channel offering, but we need to be permitted to trade.”
Please add your name to the petition to push for the reopening of non-essential retailers in England.
