US toy subscription service invests in Leicestershire with new fulfilment centre

Lovevery, the US-based early childhood brand is opening a new logistics centre in the East Midlands.

The expansion and investment into the UK sees its first local fulfilment centre, run by supply chain firm Bleckmann which provides logistics services for retail and lifestyle brands, at Magna Park, Lutterworth.

The move by startup, Lovevery, to join other brands at Bleckmann including Gymshark, follows its successful US $100m Series C raise, announced last October.

To date, all Lovevery product shipments into the UK have been processed via its European HQ, based in the Netherlands, which the firm says at times became “challenging”, due to Brexit and Covid19. It says the move to shift all UK orders via Bleckmann will improve delivery times and keep shipping costs localised, and any Brexit related limitations which have caused delays and additional costs to date, to a 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 has been hailed a success with 27% of all orders now originating from the UK.

Lovevery currently has over 220,000 active subscribers to its Play Kits system and has shipped more than 1 million kits over the past year

Jessica Rolph, co-founder of Lovevery 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. We want to be truly accessible to as many families as possible.”