Jamie"s not the only star in the family! How Jools Oliver"s new clothing range for Mothercare is smashing sales targets

Jamie's not the only star in the family! How Jools Oliver's new clothing range for Mothercare is smashing sales targets

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UPDATED:

16:32 GMT, 11 September 2012

She’s the latest in a long line of famous faces to launch a clothing line, but Jools Oliver’s new children's collection has been a surprise hit and is currently flying off the shelves at the rate of on one piece a minute.

The 37-year-old wife of TV chef Jamie Oliver launched her Little Birds collection with Mothercare just one month ago, and already the childrenswear and interiors brand has smashed its ales targets.

Customers have been snapping up products from the range since it launched last month, with its best-selling pieces including floral tunic dresses and rainbow pyjamas selling out online and across stores.

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Big hit: Jools Oliver pictured at the launch of her Little Birds collection with children, from left, Petal Blossom Rainbow, Poppy Honey Rosie, Daisy Boo Pamela and Buddy Bear Maurice Oliver

Big hit: Jools Oliver pictured at the launch of her Little Birds collection with her children, from left, Petal Blossom Rainbow, Poppy Honey Rosie, Daisy Boo Pamela and Buddy Bear Maurice Oliver

Little Bird by Jools yellow button cardigan, 14-16

Little Bird by Jools wadded gilet, 14-16

Selling out: Little Bird by Jools yellow button cardigan and wadded gilet, both 14-16

In fact demand for the line is 25 per cent more than Mothercare originally predicted.

The collection, which ranges in price from a 3.50 charm bracelet to a 54.99 quilt, comprises such items as pretty floral and embroidered dresses, bright
button cardigans, wadded gilets, striped unisex blazers, checked
shirts, polo shirts, stonewashed jeans, chinos, decorative nursery
mobiles, colourful bunting, soft doorstops, and bibs.

Jools has four children with her
chef husband Jamie: Poppy Honey Rosie, 10, Daisy Boo Pamela, nine,
Petal Blossom Rainbow, three, and Buddy Bear Maurice, two.

‘We are delighted with the performance
of the new Little Bird collection from Jools Oliver,’ says Mike Logue
,UK Managing Director for Mothercare

‘The product range offers exceptional
quality and style at an affordable price, which reflects exactly what
our customers tell us they want from Mothercare.’

Little Bird by Jools fawn money box, 12

Little Bird by Jools fabric storage basket, 24.99

Little Bird by Jools fawn money box, 12, and fabric storage basket, 24.99

Little Bird by Jools unisex blazer 25-27

Little Bird by Jools red check shirt 11-13

Little Bird by Jools unisex blazer, 25-27, and check shirt, 11-13

Jools follows in the footsteps of
fellow celebrity mother Myleene Klass who launched a best-selling 'Baby
K' collection for the store in 2007.

The whole Oliver family was first in line when the range launched at Mothercare's Oxford Street branch in central London last month.

Mrs 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.

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

Smashing targets: The range's best-selling pieces including floral tunic dresses and rainbow pyjamas selling out online and across stores

Smashing targets: The range's best-selling pieces are selling out online and across stores

'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.

'The entire collection has been
lovingly put together and accessibly priced for parents. I cannot wait
to see the reaction to it.'

After launching the collection last
month Jools tweeted: “Thank u all guys such fab feed back for little
bird over the moon excited and v proud thank u xxxxx”

The high sales are a step in the right direction for Mothercare, who reported it made a 100million loss earlier this
year and plans to close around 110 stores over two years.

Little Bird by Jools jersey rainbow pyjamas, 12

Little Bird by Jools toadstool bodysuit, hat, bib and bag, 14

Little Bird by Jools jersey rainbow pyjamas, 12, and toadstool bodysuit, hat, bib and bag, 14