// Mamas & Papas expands partnership with fashion retailer Next
// The nursery and childrenswear retailer will open further concessions in Next stores
// Mamas & Papas opened its first Next concession in November 2018 at Bristol’s Cribbs Causeway
Mamas & Papas has confirmed plans to open further concessions with Next after recording strong footfall and sales since non-essential retail reopened in April.
The nursery and childrenswear retailer will open a 2000sq ft dedicated space in Next’s store at Brent Cross Shopping Park on May 17, followed by a similar sized location in its store at Milton Keynes Central Retail Park on July 30.
Mamas & Papas opened its first Next concession in November 2018 at Bristol’s Cribbs Causeway.
As well as stocking its ranges of travel systems, nursery furniture and children’s clothing, the concessions also provide in-store experiences such as personal shopping appointments, car seat consultations and fittings as well as click & collect.
“Our partnership with Next has performed exceptionally well for both parties, giving customers even more reasons to shop at Next whilst bringing our brand and award-winning ranges to more new and expectant parents,” Mamas & Papas chief operating officer Nathan Williams said.
“Physical retail space remains an important pillar of our multi-channel growth strategy alongside our online business.
“Feedback from our customers shows they value the opportunity to touch and feel our products and the consultative experience that our specialist assistants provide in-store.
“We’re excited to be expanding our partnership and plan to develop the relationship further over the coming year.”
Mamas & Papas said the performance of its standalone store estate had surpassed expectations in the four weeks since non-essential retail reopened whilst its online business had delivered a strong sales growth throughout the pandemic.