The first children's fashion collection from Jools Oliver has smashed its first month's sales targets.
Indeed, an item from the Little Bird collection is being sold every minute, according to Mothercare.
Demand is 25 per cent up on Mothercare forecasts, with best selling pieces including floral tunic dresses and rainbow pyjamas selling out online and across the chain's 72 stores which stock the range.
"We are delighted with the performance of the new Little Bird collection from Jools Oliver," said Mike Logue, Mothercare's UK MD. "The product range offers exceptional quality and style at an affordable price, which reflects exactly what our customers tell us they want from Mothercare."
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