Mothercare expands Gift a Bundle initiative

By

Barbara Santamaria

Published
Feb 15, 2018

Mothercare is planning to redistribute 65,000 pieces of baby clothing to 6,500 UK families this year as it expands its Gift a Bundle campaign. The move comes as consumers increasingly expect the companies they patronise to do some good in their communities and an eco or charitable strategy is almost a must-have.

In partnership with Hubbub, the campaign aims to encourage the redistribution of outgrown baby clothing from families who don’t need them anymore to families who do. Customers will be invited to created gift bundles of clothing and take them to one of 42 participating Mothercare stores on Mother’s Day.

The programme’s expansion comes as new research from Hubbub reveals that UK families have a total of 183 million items of outgrown baby clothing stashed away in their homes – this is enough to provide over 250 items for each baby born in the UK every year.

Parents have often a deep emotional attachment to baby clothing, as they hold memories of their children growing-up, said Hubbub. While taking items to charity shops feels de-personalised, the campaign gives parents the opportunity to join a national effort and gift beautiful bundles to local families.

Last year, Mothercare ran the campaign with 13 stores and redistributed 20,000 items of clothing to 2,000 families.  
Customers can pick up a bundle bag from one of 42 Mothercare stores up until Mother’s Day on 11 March, and fill them with six to 10 items of good quality baby clothing.

Mothercare stores in London, Oxford, Southampton, Reading, Bristol, Birmingham, Nottingham, Bedford, Manchester, Leeds, Cardiff, Edinburgh, Aberdeen and more will participate in the event.