Jools Oliver cashes in £2.3 million from Little Bird sale to Next
Chef Jools Oliver has sold her children’s clothing label Little Bird to retailer Next for £2.3 million, a sum that exceeds the dividend she received from Jamie Oliver Group.
Jools Oliver, known for her TV cooking shows, has completed the sale of her children’s apparel brand Little Bird to the retailer Next for a reported £2.3 million. Launched in 2012 as an inclusive, nostalgic label, Little Bird also produced a “My Rainbow Baby” collection supporting baby-loss charity Tommy’s. The proceeds exceed the £1.5 million dividend she received from the Jamie Oliver Group, which has experienced a more than 40 percent drop in profit year-on-year.
Recent Companies House documents indicate Oliver stepped down as director of Jools Enterprises Ltd, with the company’s registered address now at Next’s Leicestershire head office and Next’s acquisition chief Jeremy Stakol appointed as a director. The transaction comes as Jamie Oliver previously injected £25 million of personal funds to stave off administration of his restaurant chain, underscoring divergent financial fortunes within the couple’s businesses.
Why it matters
The sale shows how celebrity-led brands can generate significant value, contrasting with the financial strain on Jamie Oliver’s restaurant empire.
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