High street nursery brand Mamas & Papas has introduced Kit & Kin and its award-winning eco range in standalone stores and online. The partnership follows several other eco brands introduced by Mamas & Papas last year, including Plan Toys, Green Toys and Kabode Nursery Bedding. The aim is to provide a platform for smaller sustainable brands to widen their availability on the high street.
Mamas & Papas has also launched several sustainability initiatives to accelerate its ESG strategy.
This includes a take-back scheme with Oxfam to reduce the amount of clothing sent to landfill each year, and a fully comprehensive Valet & Service to maximise the life of pushchairs. Plus, a new financial sponsorship with conservation charity The Woodland Trust to help protect areas of native forest.
Commenting on the partnership with Kit & Kin is Nathan Williams, CEO at Mamas & Papas. “Partnering with Kit & Kin underlines our ongoing commitment to expand our eco-friendly product offering for parents, helping them to choose more sustainable and high-quality products. The brand has already seen significant growth within the UK and we’re excited to be offering its eco-friendly and innovative products in stores as well as online, delivered with the guidance and support of our expert colleagues.
“Together with our newly launched sustainability initiatives, we’re committed to reducing our impact on the planet and making a meaningful difference to communities and the environment while bringing new and exciting products to our parents.”
Sonia Kelly, Product Director at Mamas & Papas, adds; “The brand partnership with Kit & Kin has come at a perfect time for us, as we continue to strengthen our commitment to working with and supporting a community of brands that place environmental and social solutions at the centre of their business purpose. This strategy works hand in hand with Mamas & Papas’ own development roadmap, which has been identifying and making ongoing changes in product sourcing, materials and packaging over the last two years in line with our wider company goals.”
Kit & Kin was co-founded by former Spice Girl Emma Bunton and Christopher Money.
The range includes eco nappies, biodegradable wipes, nappy sacks and a reusable cloth nappy range. There are also starter kits and bundles for new and expectant parents. Kit & Kin’s eco nappies are made with sustainably sourced plant-based materials. They are the most accredited on the market, including approvals from FSC, Allergy Certified and Dermatest. Kit & Kin is also the first UK nappy brand in retail to launch recyclable paper packaging.
The brand’s wipes and sacks, meanwhile, are 100% biodegradable, as well as being kinder on babies’ skin. Furthermore, B corp certified Kit & Kin is the only nappy brand to purchase and protect acres of rainforest, helping to maintain this vital ecosystem for generations to come.
Emma Bunton, co-founder of Kit & Kin, says; “We are thrilled to announce our eco baby range will now be available at Mamas & Papas stores and online nationwide. With our shared commitments to values such as sustainability and community the ethos of our brands truly align, making this partnership the perfect fit. It’s such an amazing opportunity for us at Kit & Kin to extend our retail presence and reach even more parents up and down the country. I hope they love using our eco-friendly range.”
In-store personal shopping
Mamas & Papas’ complimentary in-store personal shopping appointments offer parents-to-be the chance to work with in-store experts to select essential products to suit their lifestyles. Customers attending ‘Buying for Baby’ appointments will be given a Kit & Kin voucher to start their eco nappy journey. For further information, please click here.
