The reduction in stores will leave Mothercare with 95 out-of-town stores and 105 key high-street stores. Mothercare estimates that on an annualised basis, the store reduction programme will improve UK profits by around £13m by March 2015. The group hopes to transform the struggling brands over the next three years through transforming its multichannel offering with a new website, cutting costs, closing non-profitable stores and accelerating international expansion. Mothercare currently outsources its website operations to Amazon but is to bring them in-house while keeping fulfilment outsourced to Prolog.