Laura Tenison, founder, Jojo Mamam Bebe
Long before the Duchess of Cambridge Kate Middleton was spotted in a JoJo Maman Bebe maternity coat, Laura Tenison sat at her kitchen table in London sketching ideas for the company taking shape in her mind. In 1993, she launched a line of clothes for babies and mothers-to-be that combined classic British style with a Bretton twist.
What began on a shoestring budget has grown into a favorite of British mothers looking for high-quality clothing, accessories and toys. JoJo sells online and in about 50 stores across the UK and this spring is opening its first U.S. stores– in Westport, Greenwich, Hoboken, Montclair and Greenwich and Brooklyn.
Tenison calls how the retailer does business as ‘the JoJo way,’ an informal ethos of treating employees well, focusing on quality and service, recycling programs and charitable efforts including a long-running partnership with Nema, a non-profit working to reduce infant mortality rates in Mozambique. That ethos became official when JoJo became a B Corp. four years ago.