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Daily Mail
7 days ago
- Business
- Daily Mail
How B&M turned posh as middle-class mothers flock to the bargain store - and it's got some very famous fans
Once associated with cut-price savings and selling mountains of stuff you don't actually need, B&M has become an unlikely haven for middle-class mothers in pursuit of a bargain. These days, the chain counts the likes of Molly-Mae Hague, Coleen Rooney and even Carrie Johnson - wife of former Prime Minister Boris - among its well-heeled fans. In their wake is a whole host of middle-class 'mumfluencers', who are now supplementing their bougie food hauls from M&S and Waitrose with a snoop around the halls of B&M Bargains. Unlike its more expensive competitors, B&M stores - of which there are more than 700 in the UK - don't offer mums a café for a pastry and coffee, have no shop windows for browsing, don't subscribe to a loyalty scheme and have a next-to-zero advertising budget. 'All these extra bells and whistles, they go into the cost,' said former CEO Simon Arora, discussing the key to its success with the BBC. 'We keep things simple and honest.' This week, B&M proved it had found an unlikely follower in the form of Carrie Johnson, who welcomed her fourth child, a daughter called Poppy, with the ex-PM earlier this month. The couple were spotted heading out to B&M with their newborn baby Poppy for the first time, in pictures published by The Sun. Afterwards, Carrie wrote on Instagram: 'Introducing Pops to our favourite shop.' Other mumfluencers, such as Bristol-based content creator Daisy @muddlethroughmummy, have followed suit in making B&M hauls a staple part of their content. Daisy, who is currently renovating a house, has shared numerous shopping hauls in recent months, even taking her viewers along with her as she browses the store. 'Come shopping with me!' she said, in one video and stocked her trolley full of groceries and essentials. In another, she said: 'I've got a little B&M haul. Let me show you what I've got.' As she emptied her shopping bag, Daisy, 35, unveiled her 'eclectic' set of goods, which included notebooks, a decorating set, a water bottle, sweets and a Minecraft-alarm clock for her son's birthday. On Mother's Day, she even shared a range of gift inspiration from the store and took her boys along to pick cereal for the weekend, saying 'we love this tradition as a family'. 'I went in for tea bags and came out with quite a bit more, but isn't that always the way at B&M! Went in for one thing... spent £60,' she said in another video, giving a shopping haul from her car. Daisy's not the only one to have been drawn in by the brightly lit stores, led by the excitement of cheap deals, wacky food offerings and an almost unlimited selection of cleaning products is proving hard to resist by the new audience. Former CEO Simon thinks the 'constant newness' of B&M is what keeps shoppers returning, saying more than 200 new products arrive in store every single week. He added, per the BBC, that regular visits are maintained as shoppers love a 'treasure' hunt as they see what's new and snap up the best deals. As such, the firm saw a whopping turnover of £5.6million last year. Sarah, another mumfluencer who posts under the username @motheringhappily0, recently filmed a video where she took her baby just to have a 'mooch' around B&M. 'We're going to take my baby, we're going to have a mooch around the shops,' she told her followers. 'I'm going to go to B&M Bargains.' Filming a selection of toys, including a teddy bear picnic basket and high chair spinning toy, she noted: 'Highly recommend, good price!' Others, who would usually shop in more traditionally 'upmarket' outlets, also admit they occasionally turn to B&M just to see what's new. Darcie Ratcliff, who is expecting her first child and lives near Chelmsford in Essex, said in a TikTok video that she enjoys going to B&M for 'one reason and one reason only, and that is for all the new sweets that I find'. Darcie, who showcases her love of baking through her content, and shops at M&S and Waitrose, said: 'I don't know about you but I like going to B&M for all the random sweets and chocolate.' Filming what she found on the shelves, Darcie grew excited at a whole range of Haribo sweets she'd 'never seen before', as well as novelty flavours of Sour Patch Kids and Lion Bars. Darcie said she likes paying a visit to B&M to see their range of chocolate and sweets The store's journey from bargain to bougie seemed to reach completion in 2022, when Love Island star Molly Mae Hague paid a visit with her boyfriend, boxer Tommy Fury. Panning the camera to her boyfriend, Molly-Mae told her fans: 'I think Tommy's enjoying our little trip to Home Bargains.' Tommy, brother of world heavyweight champion Tyson Fury, remarked: 'Let me tell you, B&M Bargains, I've never seen anything like it. 'These drinks that you get in the gym, they're here and they're 89p. Like, hold on, stop what you're doing and process that for a second!' Molly, then reported to earn £400,000 a month in her role at PLT, was heard giggling, before turning to her trolley saying: 'We've really stocked up, guys. Honestly, B&M trips are the one.' Captioning her shopping video, she wrote: 'He's absolutely fascinated'. Later, Molly-Mae even partnered with B&M for a lengthy advertisement on her Instagram stories as she showed off her favourite bargains. She also spruced up the entrance to her mansion in Cheshire with a £7.99 find from the retail store, a Harry Potter themed doormat that read 'welcome to Hogwarts'. 'Another day of trying to be a grown up home owner and failing,' she wrote. And she added: 'It's from B&M.' She asked: 'Is this the best £7.99 I've ever spent? Yes, yes it is.' The crossover, however, ended badly as Molly's visit to the store in person accidentally sparked a 'classism' row on social media. Their shopping trip sparked a strong reaction from some on Twitter, with one writing: 'So weeks after being called out for her classist remarks [her 24 hours in a day video], Molly-Mae's first IG story that isn't just a photograph is a clip of her and Tommy in Home Bargains/B&M being utterly shocked at the low prices. 'Does she not have a PR team to advise her against s*** like this?' Another commented: 'Not Tommy and Molly Mae discovering home bargains.' During her appearance on I'm A Celebrity: Get Me Out Of Here! last year, Coleen Rooney revealed she often pays a visit to the bargain store. Speaking about being recognised by fans, she told her fellow campmates: 'I get that, in B&M or Home Bargains, they'll be like, "Why are you shopping in here?"' Coleen revealed that her footballer husband Wayne had been asked for a photo while using the urinal, adding that she thinks there are places where fans should leave celebs alone. She said: 'I know that that's happened to Wayne before in the past, he said whilst he's been standing there having a wee someone's said, "Can we get a photograph?" or "Can I shake your hand?" I think there's places where it's a no-go.' Earlier this month, shoppers rushed to B&M to get their hands on a 'rare' Australian chocolate bar that has recently been made available in the UK. The budget retailer is now stocking varieties of Cadbury's Marvellous Creations which is normally only found Down Under. The chocolate bar has been spied by customers in two flavours; dream raspberry and cola fizz. And in January, a £3 storage hack from B&M went viral on social media, with shoppers raving about the budget-friendly store's affordable containers.
Spectator
29-05-2025
- Entertainment
- Spectator
Carrie Johnson and the reality of having four children
While I am delighted to hear that Poppy Eliza Josephine Johnson, the fourth child of Boris and Carrie Johnson, arrived safely on Saturday, I'd be lying if I said that a small part of me didn't die on seeing Carrie Johnson's latest Instagram photos of the last days of her pregnancy. The cinematic shots of little tots kissing her belly, in her immaculate home, were not even the most implausible part of the shoot. Instead, it was the photo of her sitting alone, devoid of any children climbing up her legs or chewing her luscious hair. Okay, it was a professional photo shoot, but as a mother of four young children, it is just too far removed from my reality to appreciate.
The Sun
28-05-2025
- Entertainment
- The Sun
Ex-PM Boris Johnson surprises shoppers at local B&M as he cradles newborn Poppy on trip with wife Carrie
BORIS Johnson and wife Carrie were spotted "popping" out with their newborn for the first time - to shop at bargain store B&M. The former PM, 60, cradled Poppy, nicknamed Pop Tart, in his arms as they visited the discount shop near their home in Oxfordshire. 4 A gobsmacked local took a picture of unshaven Bojo, wearing jeans and a jacket, after noticing him pull up in the family's Toyota Previa around 6.30pm yesterday. She said: 'They pulled up in a really battered looking car, they got out and Boris got the baby out and then they walked really slowly into the shop. 'I was so surprised to see them. 'I said 'that looks like Boris' and it was. 'There was no security, it was just them. 'It was a shock, it's not where I would expect to see a former PM. Definitely wasn't expecting to bump into them after doing my shop 'Boris seemed really happy. He was unshaven, but he was walking around with a big smile on his face. ' Carrie also looked well but it did seem like she was in a bit of pain at some points - which isn't a surprise after giving birth.' It is not the first time Boris has been seen grabbing a bargain from the popular chain - last year he shocked punters as he appeared at the same B&M in Didcot, wearing a creased white shirt and baggy shorts. with a sweet Instagram post last weekend. The post included snaps of the new arrival Poppy surrounded by siblings Wilf, Romy and Frank, and BoJo cradling the newborn in hospital. Watch moment Boris Johnson is BITTEN by an ostrich as former PM sits in his car with family at safari park She wrote on Instagram: "Welcome to the world Poppy Eliza Josephine Johnson born on 21st May. "Aka Pops, Pop Tart. I can't believe how pretty and tiny you are. Feel so incredibly lucky. We are all totally smitten." The couple managed to keep the latest pregnancy under wraps and before the surprise social media post. 4 4
Telegraph
28-05-2025
- General
- Telegraph
Carrie Johnson shares behind-the-scenes glimpse of her fourth pregnancy
Carrie Johnson has shared a behind-the-scenes glimpse of the final stages of her pregnancy with her newly-born daughter. Boris Johnson's wife announced the birth of Poppy Eliza Josephine Johnson, her fourth child with the former prime minister, on Saturday. In an Instagram post on Wednesday, the 37-year-old shared photographs of herself weeks before giving birth, despite having admitted she feels 'awkward' about having her picture taken. The photos, shot in different parts of her house and garden, show Mrs Johnson playing with five-year-old son Wilf and three-year-old daughter Romy. Writing on Instagram, she said: 'I hate having my picture taken at the best of times. I feel massively self-conscious and incredibly awkward. 'I nearly cancelled it, as I also suffered with terrible sickness for the majority of this pregnancy, and so I really wasn't in the mood, but now I'm so glad that I did it. 'If you're pregnant and in the trenches right now – I feel you! As soon as you're holding your new baby, you quickly forget just how awful you felt during pregnancy. Mother Nature is clever like that!' The photos were taken by Romy Becker, a photographer and friend of Mrs Johnson. The first shows Mrs Johnson's daughter Romy, who was born while the couple were living in Downing St, kissing Mrs Johnson's baby bump. Another shows Mrs Johnson joyfully playing with Wilf while Romy watches, while a third black and white photo shows her sitting in her garden. The Johnsons, who married in May 2021, welcomed their third child, Frank, in 2023. After giving birth to Poppy last weekend, Mrs Johnson said she would be known as 'Pops' or 'Pop Tart'. She did not give any clue as to the inspiration for the newborn's three names, although her middle name Josephine could have been given in tribute to Mrs Johnson's mother, Josephine McAffee, a newspaper lawyer. Mrs Johnson is a former communications officer who worked for the Conservative party from 2009 to 2019. She acted as a media adviser for Conservative Cabinet ministers including Sajid Javid and John Whittingdale.
Yahoo
27-05-2025
- Entertainment
- Yahoo
10 nature-inspired baby names as Boris and Carrie take inspiration for newborn
Carrie Johnson announced the birth of her fourth child with husband Boris on Sunday and shared the newborn's nature-inspired name on social media., Poppy Eliza Josephine Johnson was born on 21 May, which Carrie, 37, revealed in an Instagram post alongside photos of the couple's fourth child (the former 60-year-old Prime Minister's ninth). "I can't believe how pretty and tiny you are," she wrote. "Feel so incredibly lucky. We are all totally smitten," she continued, adding she's affectionately nicknamed her youngest daughter "Pop Tart". She also thanked the maternity team at University College London Hospital in Euston, north London, singling out "Asma and Patrick who have looked after me so well through all my pregnancies". View this post on Instagram A post shared by Carrie Johnson (@carrielbjohnson) The name Poppy, taken from the wildflower, is known for symbolising peace, remembrance and beauty – and it's a favourite among British parents. It currently ranks 17th in the Office for National Statistics (ONS) list of England and Wales' most popular baby girl names. It also fits nicely with the couple's choices for their other children. While Wilfred and Frank are more traditional, their daughter Romy's full name – Romy Iris Charlotte – features another nod to nature. Baby name expert SJ Strum, host of the Baby Name Envy podcast, previously told Yahoo UK: "Names drawn from nature are flourishing right now – they offer a sense of calm, grounding and connection. In a fast-paced, digital world, choosing something earthy or botanical is both meaningful and timeless." And they aren't the only ones to turn to nature for name inspiration. Three of the top 10 girls' names in 2023 – the most recent year the Office of National Statistics (ONS) has records for — were nature-inspired — Lily, Ivy and Willow. And many celebrities have also chosen the natural baby naming route. Gwyneth Paltrow famously chose Apple for her daughter, while Beyoncé and Jay-Z opted for Blue Ivy, and Jason Bateman named his daughter Maple. "Our commitment to sustainability and celebration of the beauty in the natural world means that nature-inspired names are flourishing," Strum added. Lily A popular girls' names in England and Wales, Lily is associated with purity and renewal, according to baby naming site The Bump. It ranked fourth in the ONS list of girls' names for 2023 and has been a popular choice for celebrity parents, including Johnny Depp and Kate Beckinsale. Ivy Of English origin, the name Ivy was given to 2,000 babies in 2023. The name comes from the evergreen plant, which naming site Nameberry says is traditionally linked with fidelity and strength. It has also been chosen by Beyoncé and Jay-Z, who used it as part of their daughter's name, Blue Ivy. Willow Willow takes its name from the tree known for its grace and flexibility. It's grown in use over recent years, climbing from 11th to ninth in the UK between 2022-23. The name has been featured in celebrity families, too. Singer Pink and actor Will Smith have daughters named Willow. Daisy The name Daisy comes from the popular flower and is associated with innocence and brightness. According to BabyCentre UK, it has Old English roots and, like the flower, means 'the day's eye'. It currently sits at number 24 on the ONS list, as a fresh and charming choice for parents. Luna Luna, meaning 'moon' in Latin, brings a celestial twist to the nature theme. The name has risen in popularity in recent years – in 2015 it didn't feature in the top 100 girls' names but is now placed at number 38. It's popularity could be in part due to the Harry Potter character Luna Lovegood, who became a fan-favourite in the famous book series and films. Oliver The Old English version of the French name Olivier, Oliver is linked to the olive tree and means 'olive planter' as per Baby Center. It's a top-ranking choice and currently sits at number three on the ONS list of most popular boys' baby names in England and Wales with over 4,100 parents opting for the moniker in 2023. ( A popular alternative for girls is 'Olive'). Leo Derived from the Latin word for lion, Leo is associated with courage and strength, according to Ancestry UK. It's also the astrological star star sign for those born between 23 July and 22 August, which may add to its appeal if you prefer to look to the stars for baby name inspiration. It's a firm favourite among UK parents, currently ranking as the fifth favourite boys' name. Arlo Arlo is believed to have roots in Old English or Spanish, and while its exact meaning is debated, it's thought to mean 'fortified hill' according to BabyCenter. It's often associated with nature thanks to its soft, earthy sound and outdoorsy feel. Rowan Taken from the rowan tree, known for its clusters of red berries, Rowan is a unisex nature name but is popularly used for boys in particular. It has Gaelic roots, per Ancestry UK, and is often linked to the word ruadhan, meaning 'little red one' – a nod to red hair and fiery energy. Oakley Oakley is typically an English surname, which the Bump says means 'meadow of oak trees', but has since become a first name in its own right. Linked to the oak trees strength and resilience. It's currently ranked 94th in the list of the top 100 boys' names making it a great choice if you want a more unusual name for your child. Read more about baby names: 9 old-fashioned baby names as Laura Kenny takes vintage inspiration for newborn (Yahoo Life, 6-min read) The luckiest baby names for 2025 revealed and their inspiring meanings (Daily Record, 3-min read) How to choose an unusual baby name as Jesy Nelson shares twins' monikers (Yahoo Life, 6-min read)
