B stands for ‘Better’

As part of our pledge to put people & the planet above profit, we are committed to being a ‘Better Corporation’, this means being…

Our loyal teams are at the heart of the business and that is why we are committed to putting them first. We celebrate diversity across all aspects of the company and are proud to be partnered with the Down’s Syndrome employment programme - WorkFit.

Not only do we welcome inclusivity, we also support our teams with workplace benefits, bitesize training courses and Mental Health First Aiders.

Our dedication to our mission as a B Corp also means that we support gender equality at all levels, recruit ex-offenders, offer paid community placements to those currently serving prison sentences and commit to our suppliers and factories to foster long-term relationships ensuring they can invest in looking after their employees.

Get Involved!

We think our team is amazing and they’ve worked so hard this year - we’d love to celebrate them with a treat! Have you worked with someone in head office, met the team on shoots, had a great experience in store or had exceptional service from our warehouse team? If so, leave a review on Trust Pilot and we will make sure they get a well earned surprise from our fellow B Corp, Divine Chocolates.

Our stores are designed to be a parent and child-friendly space where you can come to breastfeed, change nappies, refill your water bottle, or simply have a chat. Online, we support our customers with digital toolkits, buying guides and helpful content from potty training to sustainable life hacks.

To preserve our beautiful planet for the next generation, we are pursuing environmental projects, like planting thousands of trees in the JoJo Forever Forest, to more than balance our carbon footprint at organisational level.

We also promote wooden toys over plastic, use fabrics made from recycled plastic bottles, and work closely with The Trussell Trust - a network of food banks – distributing our sought after From a Mother to Another emergency clothing gift sets which are carefully sorted by sex, size and season for easy distribution.

Want to know more about our Tree Planting efforts?

We have more partnerships and initiatives in place to help us plant trees. Read more on our sustainability hub, The Heart of JoJo.

Being part of the communities around our high stores is important to us and we’ve supported thousands of local charities with JoJo gift vouchers to auction. Our teams are encouraged to support their local community through our Volunteer Day Scheme.

Our in-house recycling initiative ‘From A Mother To Another’ has helped thousands of families in need by allowing them to pick up an emergency clothing gift pack from baby banks. Launched in 2015, we have potentially saved 90 tonnes of items of unwanted or outgrown clothing from going to landfill and given them to those in need.

Our Newport warehouse team donate a Christmas gift to every child in care in the local community amongst so many other little gestures to bring a smile to someone somewhere.

How will our recycling continue to support families?

Watch our partner charity Little Village talk about how our FAMTA packs have helped them

Running a business is not just about making money. Our founder Laura’s main aim has always been to create ethical employment in the retail industry and manufacturing process, which is predominantly based in the developing world. We are loyal to our suppliers and help them grow their businesses in an ethical and honest way. We are also a proud member of the Better Cotton Initiative, which exists to make global cotton production better for the people who produce it, the environment it grows in and the sector’s future.


What’s more, we continue to work hard with our in-house charity, Nema. This year we are funding the charity overheads and sending 80 children to secondary school, as our communities continue to be displaced by the civil war raging in the Cabo Delgado region of Northern Mozambique.

We pledge to: