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.
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
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
Environment
We must preserve our planet for our children and theirs
Sustainable Cotton
Read More
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 Initiative and are committed to improving cotton farming practices globally with the BCI. As part of our ongoing sustainability strategy, we pledge to source 100% of our cotton as Better Cotton by 2025.
The Better Cotton Initiative 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 BCI 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?
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. BCI 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.
Tree Planting
Read More
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 second 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.
Recycled Materials
Read More
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! We use 30 plastic bottles to make one of our 4-in-1 waterproof polarfleece jackets.
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
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! We use 30 plastic bottles to make one of our 4-in-1 waterproof polarfleece jackets.
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
Responsible Packaging
Read More
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.
Reusable 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
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
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
^
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’.^
Diversity Matters
Community
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.^
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…
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
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
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
^
Environment
We must preserve our planet for our children and theirs
Sustainable Cotton
Tree Planting
Recycled Materials
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 second year with a nursery of baby treesplanted 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.
^
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 Initiative and are committed
to improving cotton farming practices globally with the BCI.
As part of our ongoing sustainability strategy, we pledge to source 100% of
our cotton as Better Cotton by 2025.
The Better Cotton Initiative 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 BCI 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 toour 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. BCI 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.
^
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! We use 30 plastic bottles to make one of our 4-in-1
waterproof polarfleece jackets.
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.
Show Less
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! We use 30 plastic bottles to make one of our 4-in-1
waterproof polarfleece jackets.
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.
^
Responsible Packaging
Reusable 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
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.
^
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.
^