Mamas & Papas concept store brings ‘bundles of joy‘ to millennials

Children‘s and maternity retailer Mamas and Papas has launched a new concept store in Westfield, White City in an attempt to inspire “tech-savvy, experience-driven” millennials. As part of its turnaround strategy, the specially designed site is the company‘s first attempt at becoming “the world‘s favourite nursery brand”.

The Westfield store has moved to a new location which is directly above a number of children‘s stores on the lower level. The retailer hopes this will help to attract its target audience.  

Designed by creative firm Dalziel and Pow, the concept store will split the 5,005sq ft. space into different “worlds” that cater to new parents‘ needs. The new site promises a digitally-enhanced, full shopping experience for its customers where products can be tested in-store.

The entrance has a fashion boutique and product bundles names ‘bundles of joy‘ which are placed in front of a moving wall projection of clouds and animals which introduces technology into the space.

Mamas & Papas aims to run personalisation throughout the store to offer the best shopping experience for its target shopper. The travel “world” offers a touchscreen Pushchair Finder which asks consumers questions based on their lifestyle and their child in order to suggest the best travel products for them. Car seats can also be tried in-store in its cut out Mini.

The home section mimics certain furniture retailers like IKEA, with its domestic-style room set-ups which feature sleeping, feeding, playing and bathing sections.

The store is set up in a way to encourage parents to meet locally for parenting support groups, essentially offering more than just its primary purpose. In addition the home “world” features free postcards which promote Mamas & Papas product ranges as well as helpful tips for parents.

To further its offering Mamas & Papas has also allocated a raised section of the store for one-to-one appointments where shoppers can get expert advice and create a product wish lists, along with complimentary refreshments.

Executive Chairman Derek Lovelock said that over £3m has been set aside for new stores that will be opened during the next year and aims to bring the concept store to other retail locations including Speke in Liverpool. The retailer will also be launching a new ecommerce platform and a loyalty programme this year.


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