Mothercare strikes licensing deal with Turkish baby retailer Ebebek

Ebebek, which opened its first UK stores at the beginning of the year, will pay royalties to Mothercare on sales of any branded product as part of the deal. 

According to the agreement, Ebebek has the exclusive rights to use the Mothercare brand in Turkey on products either designed and sourced by the retailer or by Mothercare. 

Clive Whiley, chair of Mothercare, said the partnership demonstrated “the strength, inherent value and global appeal of the Mothercare brand” and its ability to add value to businesses that are already market leaders in their territories.

“Today’s agreement, following on from our joint venture with Reliance Industries announced last year, is further evidence of the strength of the Mothercare brand,” said Whiley. 

“We look forward to working together with Ebebek to establish Mothercare as an important part of their business.”

Whiley said Mothercare is in discussions with several other parties to “further restore critical mass” alongside delivering other core objectives, highlighting the ongoing appeal of the brand to potential strategic partners.

Ebebek operates around 280 stores across Turkey alongside an online business that generates £400m in revenue.

Earlier this year, Mothercare reported falling sales and profits, blaming the “continued impact of the uncertainty in the Middle East” on its franchise partners, which had reduced store numbers by 47 across the year. 

The brand ended its “exclusive distribution relationship with Boots” in the UK, which had impacted sales, but said it represented “a greater opportunity for the brand and a new partner in the UK”.