Mothercare PLC (LON:MTC) shares stood up and started walking on Friday afternoon after the parent and child brand agreed a franchise deal with Boots.
The company, which last month put its UK stores into administration to focus on its international business, has signed up Boots to stock its Mothercare-branded clothing and other products including pushchairs and car seats in larger Boots stores across the country as well as online.
Initial Mothercare products will be available to buy from the Boots website from mid-2020 and a wider product offer is scheduled to for shops towards the end of next summer, as part of a five-year deal.
The two companies had already been partners since 2010 in the Mini Club brand that was produced by Mothercare and sold by Boots.
Mothercare chief executive Mark Newton-Jones said Boots was "the right home in the UK" for Mothercare products, which "will fit in as the specialist brand for parents and young children in both Boots stores and online".
He said the agreement "brings certainty and scale to our continuing group".