Putting People and Planet Above Profit

At the very heart of JoJo lies a simple mission: to take pride in everything we do.
We want you to love the way we run our business as much as you love and cherish our clothes and products.

We are committed to caring for the environment, our teams and suppliers, while creating products that are not only
beautiful, but of the highest quality so they’re built to last for the next generation. And that’s just the beginning…
Explore these pages to find out more.

Putting People and Planet Above Profit

At the very heart of JoJo lies a simple mission: to take pride in everything we do. We want you to love the way we run our business as much as you love and cherish our clothes and products.

 

We are committed to caring for the environment, our teams and suppliers, while creating products that are not only beautiful, but of the highest quality so they’re built to last for the next generation. And that’s just the beginning…
Explore these pages to find out more.





Who We Are

We use business as a force for good


Our History

Back in 1993, Laura began the JoJo business from her flat-share in London and her parent’s shed in Wales. Discover JoJo through the years – from mailing our very first catalogue to planting our first trees in the JoJo Forever Forest.

Visit the Page


Our History

Back in 1993, Laura began the JoJo business from her flat-share in London and her parent’s shed in Wales. Discover JoJo through the years – from mailing our very first catalogue to planting our first trees in the JoJo Forever Forest.

Visit the Page




B Corp Certified

We became a Certified B Corporation in 2016 to cement our business ethos as a force for good.
Explore our B Corp page to learn what it means for us to be a part of the movement.

Visit the Page


B Corp Certified

We became a Certified B Corporation in 2016 to cement our business ethos as a force for good. Explore our B Corp page to learn what it means for us to be a part of the movement.

Visit the Page





Careers

More than ‘just another job’, a career with JoJo is a chance to become part of the team! We are proud of our company values and
have a long list of benefits to offer. Learn all about working at JoJo and see what roles are available now in our portal.

Visit the Page


Careers

More than ‘just another job’, a career with JoJo is a chance to become part of the team! We are proud of our company values and have a long list of benefits to offer. Learn all about working at JoJo and see what roles are available now in our portal.

Visit the Page




People

We only get out what we put in, so we put in a lot!




Supporting Charities

Read More

Helping Hands

JoJo’s Helping Hands is our new charity initiative, designed to shine a spotlight on the causes that matter to you the most and providing them with much-needed cash grants of up to £10,000. We’re passionate about making a difference to the communities around us, and we want you – our customers – to get involved.

Visit Helping Hands page

From A Mother To Another

Launched in 2015, FAMTA is our in-house recycling initiative. Thanks to our customer donations, we have potentially saved over 70 tonnes of items of unwanted or outgrown clothing from going to landfill and given them to those in need with the help of local baby banks.

Visit FAMTA page



The NHS

As the Coronavirus pandemic reached its peak, we re-launched our beautifully embroidered rainbow sleepsuit to help support the NHS. All proceeds from sales of this sleepsuit will go to Manchester Foundation Trust Charity. So far, we have raised nearly £25,000!



International Efforts

We encourage our factories abroad to get involved in local charity initiatives. Through one of our suppliers in India, we support a charity called Many Hands with their social enterprise project ‘Pink Speak’.






Supplier Relationships

Read More

Beyond our British heritage and French nautical inspiration, it takes a team that stretches the world to bring our designs to life. Our products start as bright ideas at JoJo House in London but are made in factories far and wide. Our maternity denim is produced in North China, our children’s party dresses and smocked tops in North India, and our tights and socks are made in Turkey.

Click on the map below to learn more about our factories around the world.



We aim to create long-lasting relationships with our suppliers – we have been working with some factories for 20 years, and some have grown with us from tiny start-ups to employing hundreds of tailors. Choosing suppliers that share our core values is important to us; we help those who are compatible to invest in their infrastructure and staff training, safe in the knowledge that JoJo orders will continue.

Read Modern Slavery & Human Trafficking Statement





Diversity matters

Read More


Equality echoes throughout all areas of our business. From the team you meet in our stores to our child models and warehouse workers. We live in diverse communities and have always strived to represent this, here are a few examples of how..


Disability Awards Best Employer

We are proud to partner with WorkFit, the Down’s syndrome employment programme. Five of our permanent employees have Down’s syndrome, one of which – Sammy-Jo, nominated us for the Disability Awards Best Employer Award, which we won in 2014 and 2019.



Down’s Syndrome Awareness – Meet Our Team Members



‘Created By You’ Campaign

We ensure that the models we use in our campaigns are just everyday, regular children, and not “super model” babies. For our AW20 kids’ campaign, we enlisted the help of our customers and their children to shoot or gorgeous collection for us, and the results were stunning! We continue to use the children of our customers, friends and teams who are just as beautiful to us as they are to their parents.



Created By You – Meet the JoJo Models of AW20

Gender Equality

We continue to support gender equality at all levels of the company. Fairness and equal opportunities are part of who we are and our values as a B Corp; our approach to pay is no different. At JoJo, men and women are paid the same rate for the same role, flexible working is offered at all levels for both men and women and we offer maternity, paternity and shared parental leave to promote time off for family life whether you’re a mum or dad.

Gender Pay Gap Report



Community

Read More

Local Volunteering

JoJo team members are offered a day’s paid leave each year to get involved in a cause they feel passionate about. From soup kitchens to baby banks, we are always looking for local charities to offer an extra pair of hands.

In 2019, we partnered with the Newport Child Protection Team to join their Santa Appeal, donating Christmas presents to local children in need. We collected dozens of Christmas presents which were picked up by the Child Protection Team and distributed to children within the Newport area aged 0-16.

Working Placements

We have partnered with the Community Placement Team at HMP Prescoed to help reduce the likelihood of inmates reoffending by offering employment in our warehouse whilst they are on day release, helping them to gain experience in a positive working environment. We also offer work experience in our London Design, Buying & Marketing Office when possible.


Our Store Experience

In an era dominated by online sales, it may seem surprising that we invest so much in our physical stores. But we understand that when you become pregnant, you are entering a whole new stage of life and have so much to learn – so getting advice from people who are well trained in this field really helps. Visiting a JoJo store is more than just a shopping trip, we offer a parent and child-friendly space where you can come to breastfeed, change nappies, refill your water bottle or have a chat. We also love to take part in local charity initiatives when possible.

Find Your Local Store

My JoJo Journey Becoming a parent comes with many ups and downs, and JoJo aims to be there for our customers at every stage of their journey. Our stores can be a sanctuary for many – whether parents need a place to do a quick nappy change or replace the comforter they just lost.





Environment

We must preserve our planet for our children and theirs



Carbon Balancing

Read More

Tree Planting



This year our sustainability pledge is to pursue decarbonisation and environmental projects of a scale to more than balance our carbon footprint at operational level.

As part of our mission to help protect our precious planet, this year we are planting thousands of trees and investing in numerous other environmental initiatives.




The JoJo Forever Forest

The growing of the JoJo Forever Forest is now in its third year with a nursery of baby trees planted out in March 2021. Propagated from locally collected deciduous hardwood seeds and designated to repair a previously deforested area, 6,000 trees will be planted in South Wales this season, with more to follow annually in partnership with Stump Up for Trees.







Renewable Energy



The UK government has committed to decarbonising the electricity system by 2035, focusing on home-grown green technologies that support the transition away from reliance on fossil fuels.



We feel it’s crucial to get ahead of the curve and have been working to make positive changes to our impact on the environment in every way we are able, which is why all our UK stores are powered only by 0% carbon renewable energy, sourced solely from wind, hydro and solar generation - another way we are able to more than balance our carbon footprint at operational level.

Conserving The Rainforest
With Climatecare







Our new collection is inspired by the amazing animals of the Gola rainforest, and is available to shop now.




Responsible Materials

Read More

Recycled Fabrics



Achieving Certified B Corporation status means meeting rigorous standards of social and environmental performance, accountability, and transparency and offers a holistic approach to business as a force for good.



Our creative and technical teams continue to pursue the development and use of recycled fabrics and packaging.
Examples include:





We have been making our super soft JoJo Polarfleece from recycled plastic bottles for over 20 years! Our 4-in-1 waterproof polarfleece jacket contains the equivalent of 30 plastic bottles. Today, our best-selling waterproof rainwear collection is made entirely from recycled materials, including the linings and waddings.

Shop Recycled Rainwear



As well as reducing waste, designing these more sustainable products allows us to cut our energy and CO2 emissions to support the battle against global warming.



We also actively encourage our customers to learn simple repair skills to extend the life of their clothes. Our Make Do and Mend guide features step-by-step instructions to sew buttons, patch holes and more.

Click here to learn more




Better Cotton



Cotton plays a huge role at JoJo – it is used in all our baby layette styles, approximately 90% of our kids’ collection and some maternity lines, making it the most significant raw material for us in production. This makes it even more important for us to challenge our teams to investigate the most sustainable cotton practices, which leads us to…




We are a proud member of the Better Cotton and are committed to improving cotton farming practices globally with Better Cotton.

As part of our ongoing sustainability strategy, we pledge to source 100% of our cotton as Better Cotton by 2025.




Better Cotton is the largest sustainability programme in the world; working with over two million cotton farmers in 23 countries, on five continents.




By buying cotton products from JoJo, you’re supporting Better Cotton Farmers who exist to care for the environment and respect the rights and wellbeing of workers around the world.

They do this by following major pillars in cotton production, including:



Is there ‘Better Cotton’ in your
JoJo clothing?

Unlike our recycled polyester garments, we cannot physically trace Better Cotton to our end products. JoJo cotton products that support sustainable farming can be identified on the swing tag or online descriptions.



Ultimately, it is not about how much Better Cotton is in each sleepsuit or T-shirt – it is the demand we create to source more sustainable cotton that counts. Better Cotton Farmers benefit from the demand for Better Cotton in equivalent volumes to those we ‘source’. The more we source, the more positive our impact on farmers and the environment.

FSC®-Certified Wood



JoJo recently became certified by the Forest Stewardship Council® (FSC), and we’re licenced to use the FSC® trademark on relevant wooden and paper products.

Many of our own-brand products are made from wood and paper that’s been ethically sourced through the FSC system, and we’re working hard to continue to make more of our products from FSC®-certified materials.






The FSC® is a not-for-profit organisation whose mission is to promote environmentally appropriate, socially beneficial and economically viable management of the world’s forests.




The FSC® label ensures that the trees harvested are replaced or allowed to regenerate naturally.



The Parts of the forest are protected entirely, in order to protect rare animals and plants.



FSC protects the rights of indigenous people to use the forest. If they have sacred sites in the forest these are exempt from felling. FSC gives an assurance that future generations will be able to enjoy the benefits of the forest.



The forest owner must use local workers to run the forest, and provide training, safety equipment and a decent salary. They are often obliged to support the community in other ways, such as through the development of schools.

What Does This Mean for JoJo?

The stringent labelling process means that only products we can trace as FSC back to source can bear the FSC® trademark, so you can be confident that they have been made from responsibly sourced materials.

Only wood made from FSC®-certified forests have been used for many of our wooden toys; these products are labelled as such on individual product pages and packaging.


Sustainable Viscose



At JoJo, we’re always looking for ways to reduce our impact on the environment by making more environmentally conscious choices. That’s why each season we’re expanding our collection of maternity styles made from sustainable viscose, a more sustainable viscose made from responsibly sourced wood and pulp that generates lower emissions during the manufacturing process.



Livaeco By Birla Cellulose™



Brought to you by a global leader in sustainability, Livaeco by Birla Cellulose is a sustainably produced viscose. It is derived from natural renewable resources and manufactured using less water and lower emissions than normal to help you make the more sustainable choice. The fabric has been designed to be supersoft and comfortable, and drapes beautifully, which is why you’ll find it in many of our maternity nightwear styles.

Livaeco viscose fibre has following benefits over generic viscose

• About 60% lower water consumption*
• 50% lower GHG emissions*
• 100% sustainable forestry
• GreenTrack blockchain
• Unique Tracer

*as per Higg MSI tool by SAC


Derived from certified renewable wood sources, LENZINGTM ECOVEROTM Viscose is made using an eco-responsible production process which meets high environmental standards and generates up to 50% lower emissions and water usage than usual, making it a better choice for a reduced environmental impact whilst still looking and feeling great. Look for LENZINGTM ECOVEROTM in many of our maternity dresses, designed to flow over your shape and keep you comfortable. LENZINGTM and ECOVEROTM are trademarks of Lenzing AG.

Compared to generic viscose, LENZING™ ECOVERO™:

• Generates up to 50% lower emissions
• Generates up to 50% lower water impact
• Uses approximately half the amount of fossil resource
• Derived from certified and controlled wood sources
• Certified with the EU Ecolabel
• Provides supply chain transparency
• Fully biodegradable under soil, freshwater and marine environment


Packaging





We are always looking for innovative, more sustainable ways to run our business as a force for good. This includes cutting down on materials that are harmful to the environment.



Our packaging supplies are reviewed regularly to optimise use of sustainable raw materials.



As of March 2021, our delivery despatch bags will be made from sustainably sourced paper rather than recycled plastic. This will make it easier for our customers to recycle them.



Although we always encourage our customers to go bag-free, if they wish to purchase a paper bag from us, the money collected will be used to fund our carbon-balancing projects both in the UK and Western Africa

See Tree Planting.



We believe in being transparent with our customers as possible, which is why we've answered your questions regarding our plastic garment bags

Our Garment Bags



In store, our clothing is displayed on beautifully made wooden hangers. Although we use plastic hangers to display our shoes, we keep these and reuse them for new stock.



Our swing tags are made from sustainable sources and in mid 2019 we started using a new type of Cling Vinyl for all of our window displays, which is fully recyclable. This means that over the past 2.5 years we have saved 1730 Sq Metres (or 688kg) of unrecyclable plastic from going into landfill.


Animal Welfare



JoJo Maman Bébé is committed to the responsible sourcing of raw materials derived from animals. Most of our range is produced using natural or man-made components not of animal origin, but this is not the case on every line.





We offer lambswool and cashmere knitwear, slipper socks with suede leather soles, leather footwear, natural shell buttons on our womenswear, natural lambskin rugs and lambskin wellie boot insoles. These products are specifically sourced for their natural properties and quality knowing they will outlast synthetic alternatives and be passed down through generations.

Wherever animal products are used, our suppliers must meet our Animal Welfare Policy and be able
to show the provenance of such raw materials. Suppliers must source any animal derived raw
materials ethically and have full supply chain traceability.



JoJo is against the use of real fur, or fur pelts, horn, bone, and teeth; and does not permit Angora rabbit fibre or mohair in any products. JoJo is against the use of products in full or part that come from endangered animals. We do not support testing on animals on any item sold by us, be it under our brand or any other brand.

We are often asked whether our products are suitable for vegans. In most cases, our product in its entirety is free from the use of any item of direct animal origin. However, at some point during the early manufacture stage of a component within the item a chemical, dye or glue associated with an animal could have been used, therefore unless we have done detailed analysis of the history of an item, we will not claim it as vegan, but you can assume the vast majority of textile lines are vegan. We will also only consider items to be labelled as vegan if they offer a real alternative to an otherwise animal-based item.




Sustainable Products

Read More



Manufacturing fashion, nursery products and toys of high quality which are designed for multiple child use and as generational hand-me-downs, extends the product life thereby reducing its carbon footprint. At JoJo, production and buying is kept tight to ensure full sell through of stocks, with no merchandise designated for clearance sales or disposal.

As well as our exceptional quality, we are proud to be part of different schemes and offer products that go the extra mile to do better for our planet, for example



We have partnered with Refill to become the only mother & baby retailer* to fit water refill points in all our new and refurbished stores, allowing customers to fill their own water bottles and discouraging the need to buy bottled water when out and about.

*Based on May 2019 statistics



We recognise the environmental damage balloons can cause and have stopped using them at our store events. Where we do offer giveaways, we use sustainable options such as paper crowns and play sets made from recycled card.




We have redesigned our gift cards, changing them to a much more eco-friendly, 100% recyclable cardboard in early 2020.




We’ve always loved a classic design, which is why you’ll find an extensive collection of wooden and more sustainable toy choices to replace plastic alternatives.




Although we first added reusable nappies to our collection back in 2002, it appeared the world wasn’t ready. Fast forward to 2019, most of us started looking for ways to reduce the amount of waste that we produce – which is why you’ll now find reusable nappies back in our range.










People

We only get out what we put in, so we put in a lot!



Supporting Charities

Supplier Relationships

Read More
Read More
Read More
Read More
Beyond our British heritage and French nautical inspiration, it takes a team that stretches the world to bring our designs to life. Our products start as bright ideas at JoJo House in London but are made in factories far and wide. Our maternity denim is produced in North China, our children’s party dresses and smocked tops in North India, and our tights and socks are made in Turkey.

Click on the map below to learn more about our factories around the world



We aim to create long-lasting relationships with our suppliers – we have been working with some factories for 20 years, and some have grown with us from tiny start-ups to employing hundreds of tailors. Choosing suppliers that share our core values is important to us; we help those who are compatible to invest in their infrastructure and staff training, safe in the knowledge that JoJo orders will continue.

Read Modern Slavery & Human Trafficking Statement

^
Show Less


Helping Hands

JoJo’s Helping Hands is our new charity initiative, designed to shine a spotlight on the causes that matter to you the most and providing them with much-needed cash grants of up to £10,000. We’re passionate about making a difference to the communities around us, and we want you – our customers – to get involved.

Visit Helping Hands page

From A Mother To Another

Launched in 2015, FAMTA is our in-house recycling initiative. Thanks to our customer donations, we have potentially saved over 70 tonnes of items of unwanted or outgrown clothing from going to landfill and given them to those in need with the help of local baby banks.

Visit FAMTA page


The NHS

As the Coronavirus pandemic reached its peak, we re-launched our beautifully embroidered rainbow sleepsuit to help support the NHS. All proceeds from sales of this sleepsuit will go to Manchester Foundation Trust Charity. So far, we have raised nearly £25,000!

International Efforts

We encourage our factories abroad to get involved in local charity initiatives. Through one of our suppliers in India, we support a charity called Many Hands with their social enterprise project ‘Pink Speak’.





^
Show Less




Diversity Matters

Community

Read More
Read More
Read More
Read More

Local Volunteering


JoJo team members are offered a day’s paid leave each year to get involved in a cause they feel passionate about. From soup kitchens to baby banks, we are always looking for local charities to offer an extra pair of hands.

In 2019, we partnered with the Newport Child Protection Team to join their Santa Appeal, donating Christmas presents to local children in need. We collected dozens of Christmas presents which were picked up by the Child Protection Team and distributed to children within the Newport area aged 0-16.

Work Placements


We have partnered with the Community Placement Team at HMP Prescoed to help reduce the likelihood of inmates reoffending by offering employment in our warehouse whilst they are on day release, helping them to gain experience in a positive working environment. We also offer work experience in our London Design, Buying & Marketing Office when possible.

Our Store Experience


In an era dominated by online sales, it may seem surprising that we invest so much in our physical stores. But we understand that when you become pregnant, you are entering a whole new stage of life and have so much to learn – so getting advice from people who are well trained in this field really helps. Visiting a JoJo store is more than just a shopping trip, we offer a parent and child-friendly space where you can come to breastfeed, change nappies, refill your water bottle or have a chat. We also love to take part in local charity initiatives when possible.

Find Your Local Store


My JoJo Journey

Becoming a parent comes with many ups and downs, and JoJo aims to be there for our customers at every stage of their journey. Our stores can be a sanctuary for many – whether parents need a place to do a quick nappy change or replace the comforter they just lost.







^
Show Less


Equality echoes throughout all areas of our business. From the teams you meet in our stores to our child models and warehouse workers. We live in diverse communities and have always strived to represent this, here are a few examples of how…


Disability Awards Best Employer

We are proud to partner with WorkFit, the Down’s syndrome employment programme. Five of our permanent employees have Down’s syndrome, one of which – Sammy-Jo, nominated us for the Disability Awards Best Employer Award, which we won in 2014 and 2019.



‘Created By You’ Campaign


We ensure that the models we use in our campaigns are just everyday, regular children, and not “super model” babies. For our AW20 kids’ campaign, we enlisted the help of our customers and their children to shoot or gorgeous collection for us, and the results were stunning! We continue to use the children of our customers, friends and teams who are just as beautiful to us as they are to their parents.



Created By You – Meet the JoJo Models of AW20

Gender Equality


We continue to support gender equality at all levels of the company. Fairness and equal opportunities are part of who we are and our values as a B Corp; our approach to pay is no different. At JoJo, men and women are paid the same rate for the same role, flexible working is offered at all levels for both men and women and we offer maternity, paternity and shared parental leave to promote time off for family life whether you’re a mum or dad.

Gender Pay Gap Report




^
Show Less





Environment

We must preserve our planet for our children and theirs



Carbon Balancing

Responsible Materials

Sustainable Products

Read More
Read More
Read More
Read More
Read More
Read More



Responsible Materials



Recycled Fabrics
We’ve been making our Polarfleece range from recycled plastic bottles for over 20 years, and have recently switched to recycled fabrics for many of our swimwear styles.


Achieving Certified B Corporation status means meeting rigorous standards
of social and environmental performance, accountability, and transparency
and offers a holistic approach to business as a force for good.

Our creative and technical teams continue to pursue the development and use
of recycled fabrics and packaging.
Examples include:





We have been making our super soft JoJo Polarfleece from recycled plastic bottles for over 20 years! Our 4-in-1 waterproof polarfleece jacket contains the equivalent of 30 plastic bottles. Today, our best-selling waterproof rainwear collection is made entirely from recycled materials, including the linings and waddings.

Shop Recycled Rainwear



As well as reducing waste, designing these more sustainable products allows us to
cut our energy and CO2 emissions to support the battle against global warming.



We also actively encourage our customers to learn simple repair skills to extend the life of their clothes. Our Make Do and Mend guide features step-by-step instructions to sew buttons, patch holes and more.

Click here to learn more.




Better Cotton
The vast majority of our baby and kids’ styles is made from cotton, which is why we work with Better Cotton to ensure the cotton we source is as sustainable as possible for both the environment and the people who grow it.


Cotton plays a huge role at JoJo – it is used in all our baby layette styles, approximately 90% of our kids’ collection and some maternity lines, making it the most significant raw material for us in production. This makes it even more important for us to challenge our teams to investigate the most sustainable cotton practices, which leads us to…


We are a proud member of Better Cotton and are committed to improving cotton farming practices globally with Better Cotton.
As part of our ongoing sustainability strategy, we pledge to source 100% of our cotton as Better Cotton by 2025.



Better Cotton is the largest sustainability programme in the world;
working with over two million cotton farmers in 23 countries, on five continents.





By buying cotton products from JoJo, you’re supporting Better Cotton Farmers who exist to care
for the environment and respect the rights and wellbeing of workers around the world.

They do this by following major pillars in cotton production, including:



Is there ‘Better Cotton’ in your JoJo clothing?

Unlike our recycled polyester garments, we cannot physically trace Better Cotton to
our end products. JoJo cotton products that support sustainable farming can be
identified on the swing tag or online descriptions.



Ultimately, it is not about how much Better Cotton is in each sleepsuit or T-shirt – it is
the demand we create to source more sustainable cotton that counts. Better Cotton Farmers
benefit from the demand for Better Cotton in equivalent volumes to those we ‘source’.
The more we source, the more positive our impact on farmers and the environment.


FSC®-Certified Wood
The Forest Stewardship Council® (FSC) helps to protect forests for all our futures. JoJo Maman Bébé is now FSC®-certified.


JoJo recently became certified by the Forest Stewardship Council® (FSC), and we’re licenced to use the FSC trademark on relevant wooden and paper products.

Many of our own-brand products are made from wood and paper that’s been ethically sourced through the FSC system, and we’re working hard to continue to make more of our products from FSC®-certified materials.






The FSC is a not-for-profit organisation whose mission is to promote environmentally appropriate, socially beneficial and economically viable management of the world’s forests.


The FSC® label ensures that the trees harvested are replaced or allowed to regenerate naturally.


Parts of the forest are protected entirely, in order to protect rare animals and plants.


FSC protects the rights of indigenous people to use the forest. If they have sacred sites in the forest these are exempt from felling. FSC gives an assurance that future generations will be able to enjoy the benefits of the forest.


The forest owner must use local workers to run the forest, and provide training, safety equipment and a decent salary. They are often obliged to support the community in other ways, such as through the development of schools.


What Does This Mean for JoJo?

The stringent labelling process means that only products we can trace as FSC back to source can bear the FSC trademark, so you can be confident that they have been made from responsibly sourced materials.

Only wood made from FSC®-certified forests have been used for many of our wooden toys; these products are labelled as such on individual product pages and packaging.





Sustainable Viscose
We’ve been working to expand our range of sustainable viscose maternity styles, which offers a more eco-friendly alternative to traditional viscose.


At JoJo, we’re always looking for ways to reduce our impact on the environment by making more environmentally conscious choices. That’s why each season we’re expanding our collection of maternity styles made from sustainable viscose, a more sustainable viscose made from responsibly sourced wood and pulp that generates lower emissions during the manufacturing process.

Livaeco By Birla Cellulose™



Brought to you by a global leader in sustainability, Livaeco by Birla Cellulose is a sustainably produced viscose. It is derived from natural renewable resources and manufactured using less water and lower emissions than normal to help you make the more sustainable choice. The fabric has been designed to be supersoft and comfortable, and drapes beautifully, which is why you’ll find it in many of our maternity nightwear styles.




• Saves 900 litres of water (equal to the daily drinking water need of 200 people)
• Emits 300gsm less gas emissions (equal to planting six trees per ton of Livaeco by Birla Cellulose fibres)
• Uses 100% sustainable forestry
• Can be traced to source
• Biodegrades quickly

LENZING™ ECOVERO™



Derived from certified renewable wood sources, LENZING™ ECOVERO™ Viscose is made using an eco-responsible production process which meets high environmental standards and generates up to 50% lower emissions and water usage than usual, making it a better choice for a reduced environmental impact whilst still looking and feeling great. Look for LENZING™ ECOVERO™ in many of our maternity dresses, designed to flow over your shape and keep you comfortable.



• Generates up to 50% lower emissions
• Generates up to 50% lower water impact
• Uses approximately half the amount of fossil resource




Packaging
We’re constantly looking for ways to improve our packaging and make it more sustainable, from our despatch bags to clothing labels.




We are always looking for innovative, more sustainable ways to run our business as a force for good. This includes cutting down on materials that are harmful to the environment.




Our packaging supplies are reviewed regularly to optimise use of sustainable raw materials.

As of March 2021, our delivery despatch bags will be made from sustainably sourced paper rather than recycled plastic. This will make it easier for our customers to recycle them.




Although we always encourage our customers to go bag-free, if they wish to purchase a paper bag from us, the money collected will be used to fund our carbon-balancing projects both in the UK and Western Africa

See Tree Planting


We believe in being transparent with our customers as possible, which is why we've answered your questions regarding our plastic garment bags

Our Garment Bags




In store, our clothing is displayed on beautifully made wooden hangers. Although we use plastic hangers to display our shoes, we keep these and reuse them for new stock.


Our swing tags are made from sustainable sources and in mid 2019 we started using a new type of Cling Vinyl for all of our window displays, which is fully recyclable. This means that over the past 2.5 years we have saved 1730 Sq Metres (or 688kg) of unrecyclable plastic from going into landfill.

Animal Welfare
JoJo Maman Bébé is committed to the responsible sourcing of raw materials derived from animals.


JoJo Maman Bébé is committed to the responsible sourcing of raw materials derived from animals. Most of our range is produced using natural or man-made components not of animal origin, but this is not the case on every line.

We offer lambswool and cashmere knitwear, slipper socks with suede leather soles, leather footwear, natural shell buttons on our womenswear, natural lambskin rugs and lambskin wellie boot insoles. These products are specifically sourced for their natural properties and quality knowing they will outlast synthetic alternatives and be passed down through generations.
Wherever animal products are used, our suppliers must meet our Animal Welfare Policy and be able
to show the provenance of such raw materials. Suppliers must source any animal derived raw
materials ethically and have full supply chain traceability.
JoJo is against the use of real fur, or fur pelts, horn, bone, and teeth; and does not permit Angora rabbit fibre or mohair in any products. JoJo is against the use of products in full or part that come from endangered animals. We do not support testing on animals on any item sold by us, be it under our brand or any other brand.


We are often asked whether our products are suitable for vegans. In most cases, our product in its entirety is free from the use of any item of direct animal origin. However, at some point during the early manufacture stage of a component within the item a chemical, dye or glue associated with an animal could have been used, therefore unless we have done detailed analysis of the history of an item, we will not claim it as vegan, but you can assume the vast majority of textile lines are vegan. We will also only consider items to be labelled as vegan if they offer a real alternative to an otherwise animal-based item.




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Carbon Balancing



Tree Planting
As part of our mission to more than balance our carbon footprint, we’re committed to planting thousands of trees in our Forever Forest.

This year our sustainability pledge is to pursue decarbonisation and environmental projects of
a scale to more than balance our carbon footprint at operational level.



As part of our mission to help protect our precious planet, this year we are planting thousands
of trees and investing in numerous other environmental initiatives.




The JoJo Forever Forest

The growing of the JoJo Forever Forest is now in its third year with a nursery of baby trees
planted out in March 2021. Propagated from locally collected deciduous hardwood
seeds and designated to repair a previously deforested area, 6,000 trees will be planted in
South Wales this season, with more to follow annually in partnership with Stump Up for Trees.














Renewable Energy
All of our UK stores use only energy generated from renewable sources.


The UK government has committed to decarbonising the electricity system by 2035, focusing on home-grown green
technologies that support the transition away from reliance on fossil fuels.


We feel it’s crucial to get ahead of the curve and have been working to make positive changes to our impact on the environment in every way we are able, which is why all our UK stores are powered only by 0% carbon renewable energy, sourced solely from wind, hydro and solar generation - another way we are able to more than balance our carbon footprint at operational level.


Conserving The Rainforest With Climatecare
We've partnered with fellow B Corp ClimateCare to compensate for some of our carbon emissions via a conservation project in the Gola rainforest.






Our new collection is inspired by the amazing animals of the Gola rainforest, and is available to shop now.




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Sustainable Products



Manufacturing fashion, nursery products and toys of high quality which are designed for multiple child use and as generational hand-me-downs, extends the product life thereby reducing its carbon footprint. At JoJo, production and buying is kept tight to ensure full sell through of stocks, with no merchandise designated for clearance sales or disposal.

As well as our exceptional quality, we are proud to be part of different schemes and offer products that go the extra mile to do better for our planet, for example

We have partnered with Refill to become the only mother & baby retailer* to fit water refill points in all our new and refurbished stores, allowing customers to fill their own water bottles and discouraging the need to buy bottled water when out and about.

*Based on May 2019 statistics

We recognise the environmental damage balloons can cause and have stopped using them at our store events. Where we do offer giveaways, we use sustainable options such as paper crowns and play sets made from recycled card.



We have redesigned our gift cards, changing them to a much more eco-friendly, 100% recyclable cardboard in early 2020.

We’ve always loved a classic design, which is why you’ll find an extensive collection of wooden and more sustainable toy choices to replace plastic alternatives.

Although we first added reusable nappies to our collection back in 2002,
it appeared the world wasn’t ready. Fast forward to 2019, most of us
started looking for ways to reduce the amount of waste that we produce
– which is why you’ll now find reusable nappies back in our range.




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