// M&S customers will be able shop over 700 of Mamas & Papas’ products with new partnership
// M&S will introduce Mamas & Papas’ ‘shop-in-shops’ format with dedicated in-store colleagues
Marks & Spencer has expanded its third-party brand offering by revealing a new partnership with nursery brand Mamas & Papas.
The partnership means M&S customers will be able shop over 700 of Mamas & Papas’ products, including pushchairs, car seats and nursery furniture.
M&S will introduce Mamas & Papas’ ‘shop-in-shops’ format, enabling M&S customers to touch and feel the products before purchase.
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Launching as a store trial in three regions across the UK, the ‘shop-in-shops’ come complete with their own till points along with Mamas & Papas colleagues who will provide advice and recommendations.
The team will also be offering in-store services such as one-to-one personal shopping appointments and car seat consultations and fittings.
M&S said one in four customers currently shop kidswear at its business, and adding Mamas & Papas to its offering means Brands at M&S continues to grow at pace.
The partnership with Mamas & Papas follows the success of Early Learning Centre, FAO Schwarz, Clarks, Hype and Smiggle which have joined the M&S Family through ‘Brands at M&S’.
“At M&S, we’re the number one choice for families when children start school and this new partnership fills a gap in our product offering to ensure we cater for families throughout parenthood,” M&S clothing & home managing director, Richard Price said.
“It was Mamas & Papas expertise and shared value for quality that made this partnership a no brainer to complement our baby and kidswear offering.”
Mamas & Papas CEO, Mark Saunders said: “With their focus on supporting customers throughout life’s firsts, the synergy with Mamas & Papas, as we support families through the important milestones along the parenting journey felt like a perfect match.
“As a leader in sustainability and commitment to the planet through M&S’s Plan A initiative, we appreciate the shared interest in implementing positive changes to protect the environment for future generations and demonstrating responsibility for the world around us – something close to our hearts at Mamas & Papas.”
Mamas & Papas revealed plans in May to open 19 new concessions in Next stores across the UK.
The nursery brand already operates 14 concessions with the fashion retailer, on top of 22 standalone stores.
