John Lewis announces first ever nursery retail partnership
The retailer has announced the launch of its twelve-month partnership with BabyCentre, a website for new and expecting mums online.
This is the first time that John Lewis has formed a partnership for their Nursery product category in a move that is designed to firmly establish the brand with pre- and post-birth Mums.
The exclusive partnership will feature tailored products and advice for expectant mums at key milestones throughout their pregnancy, featuring alongside relevant content on the BabyCentre site, mobile site, and My Pregnancy Today app, and also through stage-based email newsletters.
This will be extended offline by a series of in-store events taking place in Nottingham and London, giving expectant and new mums the opportunity to be part of the BabyCentre experience.
Rachel Swift, Head of Brand Marketing at John Lewis says: “Having a baby is a huge catalyst for change in a woman’s life and the John Lewis offering is designed to support new mums and mums-to-be as they embark on this journey. BabyCentre was a natural partner because of their huge reach amongst expectant mums and an online offering that supports mum every step of the way”.
Vincent DeLorca, UK General Manager and VP of Global Partnerships at BabyCentre adds: “Combining the John Lewis offering with BabyCentre’s expertise is a really exciting prospect. Over 70% of expectant mums in the UK visit BabyCentre so we are well placed to work closely with John Lewis in order to extend their reach amongst mums-to-be.”
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