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Laura Tenison was inspired to launch this maternity and babywear brand while in hospital in France after a car accident. There, she met a mum who was struggling to mail order decent clothing for her children from her hospital bed. She also noticed how fashionable French women looked during pregnancy in contrast to the sack-like dresses worn by their British counterparts, with stylish maternity clothes, cute baby wear and coordinated nursery collections key to the store's success.

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