Mothercare in new deal for Turkey that’s more than a simple license agreement

Specialist parent and child brand Mothercare continues to expand internationally, signing a new exclusive license agreement for Turkey with major sector retailer Ebebek Mağazacılık.  

Ebebek which caters for kidswear and related products up to the age of four, has around 280 stores and an online business producing revenues of around £400 million. It also has three recently-opened stores in the UK.

The new agreement will give Ebebek the exclusive right to use the Mothercare brand in Turkey on products designed and sourced by either brand.

It also gives Mothercare the right to rebrand certain Ebebek own-brand products with the Mothercare label and sell them outside of the territories where Ebebek trades.

Mothercare chairman Clive Whiley 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.”

Importantly, Whiley added: “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.

“This new agreement will not only provide additional revenue to our Company but will also potentially enable us to obtain synergies and the resultant benefits, from combining the purchasing power of our two businesses.”