Boots hands Spirit brief to launch maternity clothing

Spirit Advertising has picked up the ad account for Boots’ new maternity wear range.

The range is owned and supplied to Boots by SR Gent, which appointed the agency.

Spirit will be responsible for a campaign that will run in stores before extending into the specialist press when the range launches in Boots later this year (MW January 27). The range has yet to be given a name.

SR Gent also owns – and supplies Boots with – an upmarket range of clothing for babies and children up to four years old, called Molly ‘n’ Jack. Strattons has been appointed to handle advertising for the brand.

SR Gent is the UK licensee for upmarket US children’s clothing brand OshKosh. It supplies the range to Boots as well as Debenhams. Spirit has created advertising for the brand, which has appeared on bus sides in the UK.

Boots has its own children’s clothing range, called Mini Mode, supplied by Adams. Chief executive Richard Baker is building up Boots’ presence in the mother-to-be, baby and children’s market, offering toys, dietary supplements and advice as well as clothing. It is expected to launch a Boots Parenting Club later this year.


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