A MOTHER and baby shop, known as the go-to place for Royalty, has announced it will open another store in Oxfordshire.

JoJo Maman Bebe will increase its presence in the county with a third shop in the newly expanded Orchard Centre in Didcot.

Adding to its Summertown and Witney branches, the 1,350 square foot boutique store will open in August.

The chosen brand of the Duchess of Cambridge during her three pregnancies, the shop offers French-style baby, kids and maternity wear.

It has 90 stores in the UK and has recently expanded to the United States with shops in Connecticut and New Jersey.

Founder Laura Tenison MBE said: "Didcot has long been on our agenda after receiving lots of emails from young families wanting us to open, but finding the right location took time."

She added: "Our multi-channel retail strategy also helps other independent businesses in the area, even if they are of a competitive nature.

"Just before opening, we will email local customers and incentivise them to visit the town and our store.

"They are likely to spend time with neighbouring retailers and cafes as well as our new store, so it's a win-win situation for all of us."