Director goes in reshuffle at Mothercare

Mothercare’s marketing director Andy King has been made redundant following a review of the business by new chief executive Ben Gordon.

King, a former marketing and business development director at WH Smith, joined the troubled retailer in September 2001, and was given responsibility for international and direct operations in addition to marketing (MW 19 July, 2001).

Anna James, the divisional director of Mothercare Direct, will temporarily assume responsibility for marketing. She had previously reported into King, along with Jerry Cull, divisional director for international. Both will report into Gordon.

Head of advertising Tony Holdway, who was poached by King from WH Smith, will report to James.

One of Gordon’s first tasks on his arrival at Mothercare in December last year was to issue a profits warning – the retailer’s fourth in a year – in a trading statement that showed like-for-like sales at UK stores were down 1.1 per cent for the 13 weeks to January 10 compared with the same period in the previous year.The retailer recently embarked on a limited roll out of a new store design, following the trial of the new look at the Hammersmith store.

Industry experts believe that the retailer has problems in retaining the loyalty of customers once they have bought babycare essentials, as its clothing offer is considered to be outmoded.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here