Jools Oliver has sold her children’s clothing brand, Little Bird, to the British fashion retailer Next for £2.3 million, according to recent filings. The brand, launched by Oliver in 2012, is described by Next as a nostalgic and inclusive lifestyle label inspired by her own childhood experiences. Next already stocks Little Bird clothing and accessories.

Little Bird gained attention for its mix of playful designs and personal significance. Oliver created a special collection called "My Rainbow Baby" body-suits, sold through Mothercare, to support Tommy’s, a maternity and baby charity, raising awareness about baby loss following her own experiences with five miscarriages.

Documents filed at Companies House indicated that Jools Oliver resigned this week from her directorship at Jools Enterprises Ltd, the company managing much of her commercial activity. The registered address for the company is now listed as Next’s headquarters in Leicestershire. Next’s executive and acquisitions chief, Jeremy Stakol, has also been appointed as a director of Jools Enterprises Ltd.

The sale comes amid ongoing financial challenges faced by the Oliver family. Jamie Oliver, Jools’s husband, reportedly invested £25 million of his personal funds in an effort to prevent his restaurant chain from entering administration in 2019. Reports suggest that dividend payments from Jamie Oliver Group, their family company, have declined significantly in recent years, with distributions falling by over 40 percent compared to the previous year.

Jools Oliver, who has five children with Jamie, has not made a public comment regarding the transaction or the financial details disclosed. The deal marks a notable change for the Little Bird brand, which has been a staple in the children’s market for more than a decade.