Mothercare closes loop on baby clothes with redistribution scheme

Mothercare closes loop on baby clothes with redistribution scheme
Credit: Hubbub/Mothercare

Baby and materiality retailer, Mothercare, has partnered with charity Hubbub in a bid to redistribute 65,000 items of baby clothing to thousands of families across the UK.

The ‘Gift a Bundle’ campaign will encourage households to create gift bundles of out-grown baby clothing, take them to one of the 42 participating Mothercare stores for redistribution on Mothers’ Day to local families.

Hubbub research identified there is a 183 million items of outgrown baby clothing stashed away in UK homes. That is enough to provide over 250 items for each baby born in the UK every year. Redistributing this clothing will help families save money and benefit the environment.

The research discovered that parents often have a deep emotional attachment to baby clothing as they hold memories of their children growing-up. This attachment creates a reluctance to take the clothing to charity shops as it feels de-personalised.

Instead people want to be assured that the clothing will be valued preferably going to local families who will benefit from the gift.

Hubbub wanted to test whether people would be willing to create gift bundles of baby clothing that would be of sufficiently high quality to benefit local families.

A trial campaign was run in 2016 with a community in South East London and proved successful. Hubbub used this experience to refine the approach and to generate evidence of the environmental, financial and social benefits.

The trial encouraged Mothercare to run a campaign with 13 stores in 2017. They wanted to see what impact Gift a Bundle would have on their business. Would it be disruptive, would it increase footfall in stores, how would employees respond and would it build stronger connections to local communities?

The campaign was highly successful redistributing 20,000 items of clothing to 2,000 families and securing significant positive press and social media coverage. Mothercare decided to expand Gift a Bundle nationwide to 42 stores and to increase the spend on marketing.