Mothercare has announced a new licence agreement for Turkey with Ebebek Mağazacılık AŞ. Ebebek is the leading retailer in this sector in Turkey meeting all the needs of mother and baby from the prenatal period up to the age of four.
Ebebek has around 280 stores and an online business producing revenues of around £400m, together with 3 stores recently opened in the UK. The new licence agreement will give Ebebek the exclusive right to use the Mothercare brand in Turkey on products either designed and sourced by Ebebek or Mothercare for a period of 10 years. It also gives Mothercare the right to re‐brand certain Ebebek own brand products with the Mothercare brand and sell outside of the territories where Ebebek trades.
“Today’s agreement following on from our joint venture with Reliance Industries announced last year is further evidence of the strength, inherent value and global appeal of the Mothercare brand and the value it can add”
Clive Whiley, Mothercare chairman, said: “Today’s agreement following on from our joint venture with Reliance Industries announced last year is further evidence of the strength, inherent value and global appeal of the Mothercare brand and the value it can add, with businesses that are already market leaders in their territory. We look forward to working together with Ebebek to establish Mothercare as an important part of their business.
“We are in discussions with several other parties to further restore critical mass alongside delivering our other core objectives. The underlying business continues to prove its resilience, and the strength of the brand is evident from the interest it generates and the ongoing discussions with other potential strategic partners.”
