Yummy mummy Myleene Klass adds some glamour to Mothercare as she helps launch the largest UK store
09:21 GMT, 13 August 2012
Despite warnings in May that the troubled babywear retailer would take three years to return to profit after it slumped into the red, it seems Mothercare is pulling out all the stops to help boost the baby business.
And they have called upon devoted mother of two and children's fashion designer Myleene Klass to bring some added glamour to the launch.
The 34-year-old singer turned presenter even road-tested the biggest indoor buggy assault course at the 30,000 square foot store, in Edmondton, north London.
Myleene Klass looked every inch the glamour mother in her fitted blue dress as she helped launch the UK's largest Mothercare store
The new store has been designed to reflect customer needs boasting a 'mumspace' zone for parents to bond with their toddlers, a 4D ultra-sound scanning studio, the chain's first in-store Costa Coffee and staff equipped with iPads to offer interactive sales experiences with customers.
It also houses the UK's largest 'buggy park' an area covered in simulated grass, mini-bricked hill compete with curbs and steps, and a pebbled path that allows parents-to-be to road-test the latest prams and buggies before they buy.
Myleene looked every inch the 'yummy mummy' in a figure hugging electric blue dress and nude heels with her hair scraped back into a high ponytail.
As well as being mother to Ava and Hero Harper, Myleene has previously been nominated for celebrity mother of the year and also published a book about her experiences of being pregnant, entitled 'My Bump and Me: From Morning Sickness to Motherhood – An Honest Diary of My Pregnancy'.
The 30,000 square foot store in Edmonton, north London boasts a mumspace zone, a 4D ultra-sound scanning studio, staff equipped with iPads and the UK's largest buggy assault course to road-test prams and buggies
Myleene launched a 'Baby K' range of child's clothing in 2007 and Jools Oliver is set to launch one too
Chief executive Simon Calver, who joined Mothercare in late April from LOVEFiLM, said: 'We have listened to what mums want and have started to implement changes right across the Mothercare offering improving our product range, re-establishing our value and improving the convenience of the shopping experience.
'The Edmonton store has been designed to give everything a new mum needs in one place and we look forward to rolling out further updates across the rest of the Mothercare estate.'
The store features celebrity clothing
designers and Myleene Klass' 'Baby K' clothing and product range
including newborn and children's clothing up to age 8, toys and bedding
was launched in 2007.
Myleene tested out the UK's largest buggy assault course which has been designed to road-test prams and buggies
Despite news that the store is struggling, it has opened it's largest UK store and enlisted celebrity mother Myleene to help launch it
Jools Oliver's Little Bird collection (www.littlebirdbyjools.com) launches at Mothercare on 17th August 2012.
The store has struggled recently and profits look set to slump after chief executive Simon Calver said the firm had been left behind
with its website and squeezed into the middle as others dominate both
the value and premium ends of the market.
Chairman Alan Parker
launched a review of the UK business last year after it issued two
profit warnings having struggled to compete with both online rivals and