Mother of all brands grows in Oz

8 September 2010

Global maternity and children's brand Mothercare is rolling out its ambitious strategy for the antipodean market with the opening of another Australian store in Melbourne later this month.

According to recent online media reports, Mothercare will open its fourth Australian store on September 18 in Melbourne's Highpoint shopping centre. Meanwhile a spokesperson for the brand, which is entirely locally owned in Australia, confirmed as many as 15 stores are expected to open here in the short to medium term.

Comprising 1,300 square metres of floor space, the new store will offer a broad range of maternity and nursing fashion, children's clothing for all ages and a comprehensive lifestyle range including furnishings, accessories, toys and child rearing products. Mothercare's offer also includes value-adds such as in store midwives on Saturdays, feeding rooms for parents complete with fully stocked change tables, and antenatal classes for parents-to-be.

Mothercare's first three retail stores opened at Chadstone Shopping Centre and Westfield Doncaster in Melbourne and Mt Gravatt in Queensland. Originated in the UK, Mothercare now operates globally. Australia is the 51st market in which the brand has opened.

 

 

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