Mamas & Papas steps up concession expansion with Next

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Mamas & Papas steps up concession expansion with Next
Mamas & Papas’ concession at Next Home, Meadowhall, also marks the brand’s return to Sheffield after six years.
// Mamas & Papas expands Next concessions with two new openings this month in Manchester & Sheffield
// They follow the launch of concessions in Bristol & Hayes, and form part of Mamas & Papas multichannel strategy

Mamas & Papas is stepping up its concessions with Next after confirming new openings this month at Manchester Arndale and Meadowhall, Sheffield.

The maternity and early childhood brand said a 2000sq ft space is set to open in the Next Home store in Meadowhall imminently, while a 3300sq ft concession in Next’s Manchester Arndale store will launch later this month.

The expansion follows the launch of successful concessions at Bristol’s Cribbs Causeway in November 2018, and Lombardy Retail Park in Hayes last year.


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Mamas & Papas said the new concessions would offer a curated range of products for new and expectant parents, alongside in-store experiences such as personal shopping appointments.

The move represents another step in the development of Mamas & Papas’ multichannel retail offering, after investments in its online business and new virtual services.

Mamas & Papas’ concession at Next Home, Meadowhall, also marks the brand’s return to Sheffield after six years.

“It’s been a challenging year for retail, so it’s great to be opening new space,” Mamas & Papas chief operating officer Nathan Williams said.

“We’re committed to developing our omnichannel offering to support all new and expectant parents through their journey ahead.

“That’s about carefully expanding our store portfolio with our strategic concession partner, Next, investing in new product development, supporting our thriving online business, as well developing our new virtual personal shopping services.

“While more of our customers choose to shop online, it’s clear they still really value a personalised, physical shopping experience as well, which is why the concession format works.”

Earlier this year, Mamas & Papas launched a virtual personal shopping service for new and expectant parents as well as online events group Parents to Be.

Personal shoppers in Mamas & Papas stores across the UK are available to speak to customers over video call straight from the shop floor, answering questions and providing live demonstrations.

Meanwhile its free virtual Parents to Be group sessions guide attendees through everything they need to know about parenting, with expert speakers and Q&A sessions.

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