JoJo Maman Bébé

JoJo Maman Bébé was launched in 1993 by Laura Tenison as a mail-order catalogue specialising in maternity wear and children's clothes, after she spent time in hospital following a car accident, where a young mother on her ward expressed frustration at the lack of variety in children's clothes available via mail order. As founder and managing director, Tenison was awarded an MBE for services to business in South Wales in 2004.

In addition to mail-order and online sales, the company later opened 45 brick-and-mortar stores by March 2012 and 87 by April 2022. JoJo Maman Bébé's head office is registered in Battersea, London.

The company was acquired in April 2022 by Next plc and an investment group led by the hedge fund Davidson Kempner, with Tenison stepping down as CEO and commercial director Gwynn Milligan succeeding her. In 2025, Mark Wright succeeded Milligan as CEO.

JoJo Maman Bébé is a British retailer specialising in baby, children's and maternity clothing. Its early product range was inspired by traditional French Breton-style nautical clothing, and the company later expanded into a broader range including nursery products, gifts and toys for babies, toddlers and pre-schoolers. JoJo has since become known for its focus on practical clothing and accessories designed for children and family life, as well as for its baby gifting range. In 2025, the company launched its JoJo Junior collection, expanding their size range to include older children.