Lovering backs maternity line

Kasmira Jefford
Follow Kasmira
JOHN LOVERING, the retail veteran and former chairman of Homebase, Debenhams and Peacocks, has returned to the high street as a backer of fledging maternity brand Crave.

His investment vehicle Echelon Partners has injected an undisclosed sum into the business, to help fund its growth.

The brand was founded by former City worker Helen Worsley after she struggled to find a decent range of maternity clothes during her pregnancy. The brand currently trades through its websites and also supplies John Lewis.