Jamie Oliver"s wife Jools signs deal to design baby clothing range for Mothercare

Brand Jools Oliver: Jamie's wife signs deal to design baby clothing range for Mothercare

She has made a name for herself as a devoted wife and stay-at-home mother-of-four.

Now Jools Oliver is putting her skills to good use – designing a new collection for Mothercare.

The 36-year-old wife of celebrity chef Jamie has signed up with the struggling retailer in a bid to attract new shoppers.

Jools Oliver, pictured with youngest son Buddy, is designing a childrenswear collection for Mothercare

Jools Oliver, pictured with youngest son Buddy, is designing a childrenswear collection for Mothercare

Launching in store in August, the new collection will include nursery bedding, accessories and newborn and children’s clothing aimed at babies and children from 0 to 5 years.

The range features a unique
mix of high quality, affordable pieces with an eclectic and timeless
look and feel that reflects Jools’ love of nostalgic yet modern
collectables.

Jools Oliver said: 'I have
such a passion for the design of children’s clothes, so to have this
opportunity to work with Mothercare is just amazing.

Mothercare store on Oxford Street

The UK business, which currently
operates 352 stores, made an operating loss of 18.5 million last year, compared
to profits of 2.8 million in 2010

'My
mother dressed us in Mothercare clothes and I have done the same with
my children, so it has always been part of my life.

'My designs combine both quirky and classic style inspired by my childhood memories.'

'The collection features nostalgic, classic pieces, sprinkled with unique touches and playful attention to detail.

Jools and husband Jamie Oliver have three other children, Poppy Honey, nine, Daisy Boo, eight, and two-year-old Petal

Jools and husband Jamie Oliver have three other children, Poppy Honey, nine, Daisy Boo, eight, and two-year-old Petal

'The entire collection has been lovingly put together and accessibly priced for parents. I can’t wait to launch it.'

The ailing retailer is attempting to boost sales after putting its
entire UK business under review, revealing half-year losses of more
than 80 million in November.

The group, which has 353 UK stores
and 969 overseas, announced it was cutting 110 UK stores last year.

Despite hiring Myleene Klass to design a baby range in 2009, it was still described by analysts as 'losing its modern day relevance for mums.

Despite hiring Myleene Klass to design a baby range in 2009, it was still described by analysts as 'losing its modern day relevance for mums'

Despite hiring Myleene Klass to design a baby range in 2009, it was still described by analysts as 'losing its modern day relevance for mums.'

Alan Parker, Executive
Chairman said of the collaboration: 'We are delighted to announce a new creative partnership
with Jools Oliver, well-respected mum and children’s author.

'For the past 50 years Mothercare has
stood for a modern approach to traditional family values and we believe
this complements all that Jools Oliver stands for.

'The
new range offers exceptional quality and affordable style and reflects
what our customers tell us they want from the Mothercare brand.'