Toy firm sets up UK hub

CELEBRITIES AMONG FANS

AN American toy company which has drawn interest from celebrities including Jessica Alba, Gigi Hadid and Helen Flanagan is opening its first UK distribution centre to streamline its growing UK sales base.

Lovevery is opening a hub at Magna Park, Lutterworth.

It will be managed by warehousing specialist Bleckmann, which said over time it expects to create up to 300 jobs at the site.

Lovevery said: “Having become a huge household name in the US and developed a large fan base among celebrities including Jessica Alba, Gigi Hadid, Ashley Graham, Millie Mackintosh, Helen Flanagan, Storm Keating and Kimberley Walsh, the team behind Lovevery is now quickly saturating the UK and European markets.”

Until now Lovevery shipments into the UK have been processed via its European HQ in the Netherlands, but the business said that had been impacted by Brexit and Covid.

It hopes the move to have all UK orders handled by Bleckmann will improve delivery times and cut shipping costs, and minimise “Brexit related-limitations which have caused delays and additional costs to date”.

Co-founder Jessica Rolph said: “Our early learning program 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.”

Lovevery was founded by Jessica Rolph and Roderick Morris in 2017 in the US, and its toys are designed in consultation with child development experts.

The firm launched in the UK in 2020. It said a quarter of orders now come from Britain

Reinardt Van Oel, chief operations officer Belgium and UK at Bleckmann: “In the coming five months we will be working on the fit out of this enormous building.”