U.S. early childhood brand Lovevery expands operations in the UK

Lovevery, the early childhood brand headquartered in Boise, Idaho, is opening a UK logistics centre in the West Midlands. 

The move is a part of the expansion plan by supply chain expert Bleckmann, which provides end-to-end logistics solutions for retail and lifestyle brands in the Midlands’ ‘Gold Triangle’ at Magna Park, Lutterworth.  The move to join other recognisable brands at Bleckmann – including Gymshark – follows Lovevery’s successful US $100m Series C raise, announced last October.  

To date, all Lovevery product shipments into the UK have been processed via its European HQ in the Netherlands, which at times became challenging owing to Brexit and Covid-19. The strategic move to shift all UK orders via Bleckmann will improve delivery times and keep shipping costs localised, and any Brexit-related limitations that have caused delays and additional costs to date to a minimum.

Lovevery launched in the UK in 2020 with its first two products, The Play Gym and Block Set, followed by its subscription system, Play Kits, in August, 2021. The UK launch has been hailed a success with 27 per cent of all orders now originating from the UK.

Internationally, Lovevery currently has over 220,000 active subscribers to its Play Kits system and has shipped more than 1 million kits over the past year. The startup last year achieved Series C round investment from TCG, the Chan Zuckerberg Initiative, GV (formerly Google Ventures) and multiple other investors. A percentage of the funds raised will go towards supporting Lovevery’s UK expansion, as well as digital growth and content development for parents.

Jessica Rolph, Co-Founder of Lovevery, says: Our early learning programme has become an essential resource for parents in 30 markets worldwide. Our goal is to keep expanding, creating new products that serve children all over the word for more years of their early development. Our long-term vision is to support every part of the parenting experience throughout early childhood. We want to be truly accessible to as many families as possible.” 

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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