Until Spring 2022, Laura Tenison was the Founder and CEO of the UK’s leading specialist Parent and Baby Brand, JoJo Maman Bébé. The business was digital first, supported by a large portfolio of localised stores across the UK and ROI with growing international trade sales into the US, EU and Middle East. Laura instigated a total sale of the business to NEXT Plc and Davidson Kempner PE, leaving the board in place to run the company as a standalone brand in order to maintain its exceptional market position and value.
Laura grew JoJo organically from start-up in 1993 to become the UK and Ireland’s leading independent brand in the sector with a team of 1,000. Pre the Covid-19 pandemic, JoJo also benefitted from a wholly owned US subsidiary, with stores, e-commerce, trade sales and a DC.
Since launch, the business delivered exceptional product innovation and fashion design, bringing to market hundreds of new styles and nursery items, which have since become family essentials.
Under Laura’s leadership JoJo was a trailblazer in better business practices, including; leading the way for inclusivity and diversity in modelling, using recycled materials, employee profit share schemes, employing those serving prison sentences, offering job opportunities to past asylum seekers, managing a charity based in Africa, counting numerous Down’s Syndrome employees among the team, up-cycling shop-fit and even being a dog friendly work place. This ethos of putting people and the planet above profit resulted in JoJo achieving Certified B Corporation status.
Her new passion is to bring business colleagues together to engage in collaborative thinking and creativity, delivering the antithesis of digital working. The luxury accommodation and extraordinary venue allows dispersed teams to congregate, share experiences, good locally sourced food and drink and form loyal bonds with each other and their employers.
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