Mother and baby retailer Mothercare has launched “Welcome to the Club”, a new range of events, content, blogs and services designed to refocus the brand on both customers and community values.

The new strapline will be underpinned by new customer network initiatives including new mother and expectant meet-ups, online community events, blogs, content and in-store services such as car seat fitting.

Gary Kibble, global brand and marketing director at Mothercare, said: “’Welcome to the club’ is much more than just a new strapline for Mothercare; it will serve as a catalyst for change in our business.

“We have listened to our customers and over the past two years have focused on building a business with community at its heart.”