US toy brand Lovery expands UK business – Retail Times


Lovevery, the early childhood brand loved by parents around the world, is investing in the UK by opening a logistics center in the Midlands.

Expansion and investment in the UK sees its first local distribution centre, part of supply chain expert Bleckmann’s expansion plan, which provides end-to-end logistics solutions for retail and lifestyle brands, such as Lovevery, which opened in The Golden Triangle of the Midlands; Magna Park Lutterworth. Startup Lovevery’s decision to join other recognizable brands at Bleckmann, including Gymshark, follows its successful US$100 million Series C raise announced last October.

To date, all shipments of Lovevery products to the UK have been handled through its European headquarters, based in the Netherlands, which has at times become difficult due to Brexit and Covid19. The strategic decision to transfer all orders to the UK via Bleckmann will improve delivery times and maintain localized shipping costs, as well as all Brexit-related limitations that have caused delays and additional costs to date, at 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 was hailed as a success with 27% of all orders now coming from the UK.

International Facts;

  • $100M raised in a Series C round secured investments from TCG, Chan Zuckerberg Initiative, GV (formerly Google Ventures) and several other investors
  • % of funds raised to support its UK expansion, digital growth and content development for parents
  • Lovevery currently has over 220,000 active subscribers to its Play Kits system and has shipped over one million kits in the past year.

The need for local and territory-specific knowledge around the world is at the forefront of Lovevery’s business expansion plan, and with the UK providing almost a third of all sales, the focus is on the UK market.

Jessica Rolph, co-founder of Lovevery, said:Our early learning program has become an essential resource for parents in 30 markets around the world. Our goal is to continue to grow, creating new products that serve children around the world for more years of their early development. Our long-term vision is to support every aspect of the parenting experience throughout the early years. We want to be truly accessible to as many families as possible.


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