Inside Mothercare's marketing strategy as its turnaround plan begins to pay off

Mothercare is looking to redefine its brand as it emerges from one of the most tumultuous periods in its 55-year history. Following the arrival of a new marketing director in Gary Kibble last year, the retailer will continue to overhaul its store estate and refresh its brand comms as well as position itself as a leading digital player.
Two years years ago, it’s fair to say that Mothercare was at its lowest point. Profit warnings had been issued and shareholders were convinced a b