Mamas & Papas is set to open its first concession in Next Home after striking a deal aimed at capitalising on their “strong overlap between our shared customer base”.
In what will mark the nursery retailer’s first incursion into concession retailing, Next’s store in Cribbs Causeway retail park in Bristol will dedicate 2500sq ft of space to its new partner.
The concession will stock a full range of goods including pushchairs, car seats, baby clothing and nursery furniture, alongside offering services like personal shopping.
Despite being Mamas & Papas’ first concession venture, Next has already experimented with numerous additions to its core retail offering, including Costa Coffee shops and Hotel Chocolat goods in many of its stores alongside Paperchase and Hema concessions in its Oxford Street flagship.
“We identified Next as a strategic partner, not only to broaden our distribution and geographic reach but also because we have a strong overlap between our shared customer base of expectant parents, new parents and grandparents,” Mamas & Papas director Steve Abse said.
“We’re really looking forward to working with Next to strengthen their nursery furniture offering and to launch brand new categories, including equipment and travel, to their product range.”