High street nursery brand, Mamas & Papas, is expanding its sustainable services with the launch of ‘Loved for Life’. The new initiative offers parents a range of sustainable services that ensure essential baby products can be reused, refreshed or recycled, extending the life of items such as pushchairs as well as baby clothes.

Loved for Life follows several sustainability initiatives over the past year to accelerate Mamas & Papas’ ESG strategy. This includes a take-back scheme with the charity Oxfam to reduce the amount of children’s clothing sent to landfill each year. Over 8,000 pre-loved items have been donated by customers to date across 50 Mamas & Papas stores nationwide, worth an estimated £10,000 to help support Oxfam’s vital work around the world.

The business has also increased its focus on using recycled materials within its own-brand items. For instance, moving to 100% recycled packaging for its line of wooden furniture. Its cot mattresses also feature 100% recyclable eco fibre and are chemical free. Furthermore, Mamas & Papas is actively providing a platform for smaller sustainable brands to widen their availability on the high street, with the introduction of Kit & Kin, Plan Toys, Green Toys and Kabode Nursery Bedding.

 

 

Loved for Life will see the brand expand into the resale and second-hand market for the first time under its Pre-Loved initiative.

The service enables customers to purchase refurbished, pre-loved pushchairs. With the second hand market continuing to grow, the brand’s new Trade-In service supports the circularity of pushchairs by allowing customers who own a Mamas & Papas pushchair to sell it back to Mamas & Papas in return for Mamas & Papas vouchers worth up to £150.

The Pre-Loved pushchairs are professionally restored with a manufacturer 20-point safety check. They are repaired where necessary, and have had a professional deep clean. Plus, all Pre-Loved pushchairs come with a six-month guarantee. They will be available to purchase from the Huddersfield Outlet store, with an aim to roll out nationally later this year.

The initiative also incorporates the brand’s existing ‘Valet & Service’ to maximise a pushchair’s life. This is already available for customers in 36 stores across the UK. As well as providing a deep clean, any damaged or worn parts will be replaced in-store.

 

 

Commenting is Nathan Williams, CEO of Mamas & Papas.

“At Mamas & Papas, we design all of our products to last, whether that’s pushchairs, clothing or nursery accessories. However, wear and tear happen, and over time they can require a little maintenance to keep performing as good as new.

“Launching ‘Loved for Life’ delivers upon our continued passion to provide our parents with a market-leading range of sustainability services to help maintain, refresh, reuse or even responsibly recycle much-needed items, as well as reducing the number of items which end up in landfill.

“The initiative underlines our core ESG strategy, reflecting our ongoing commitment to reducing our impact on the planet whilst making a meaningful difference to both communities and the environment.”

Click here for further information on the Loved for Life services.