Mothercare turns to Mischief to build consumer loyalty

Mothercare has brought in Mitchell Kaye’s agency for an undisclosed budget as it looks to ‘build brand loyalty and relevance through a series new moments and brand activation’.

The struggling chain is undergoing a £35m overhaul that will see around a 100 of its UK stores closed and the loss of about 800 jobs. The biggest hit is expected to be felt by its Early Learning Centre stores. The retailer is expected to take three years to return to profit.

The company commenced a brand relaunch this week by recruiting the services of singer turned presenter Myleene Klass to open a new 30,000-square-foot store, in Edmonton, north London.

The new store features an indoor buggy assault course to road-test prams and buggies.

Mischief will support the Mothercare press office and marketing team, reporting to newly appointed CEO Simon Calver.

Mischief won the brief following a competitive pitch and does not replace an agency.

Kaye said: ‘Mothercare is an iconic brand with an incredible heritage. We're on board to help it write the next chapter of its story, across multimedia channels, in a very Mothercare way.’