Nursery brand Mamas & Papas has partnered with home and lifestyle brand Laura Ashley on a brand-new collection of travel solutions, interiors and baby apparel. The 49-piece range will be available across the brands’ international stores and online from Monday 17 April.
The collection takes inspiration from Mamas & Papas’ product design and Laura Ashley’s timeless prints. Highlights include baby and toddler apparel and nursery interiors, including bedding. There is also a selection of classic toys including a rocking horse and ragdolls.
The range also offers two of Mamas & Papas’ bestselling travel pushchairs – Airo and Ocarro. The pushchairs combine vintage Laura Ashley prints with Mamas & Papas’ modern design aesthetic.
Commenting is Nathan Williams, CEO at Mamas & Papas. “As a like-minded brand with a strong British heritage much like our own, partnering with Laura Ashley demonstrates our ongoing commitment to providing parents and parents-to-be with unique products that are both stylish and highly practical. We look forward to launching the collection in-stores globally as well as online, delivered by the guidance and support of our expert colleagues.”
Also commenting is Sonia Kelly, product director at Mamas & Papas.
“With a shared belief in the art of storytelling and a common commitment to exquisite detail, Mamas & Papas and Laura Ashley are the perfect pairings. Delving into Laura Ashley’s illustrious archives, we have selected iconic prints that could be reimagined for a new generation and brought to life in a collection of heirlooms of the future.”
Carolyn D’Angelo, senior MD, Gordon Brothers Brands and president of Laura Ashley Global, adds; “As we celebrate 70 years of Laura Ashley, we are continuing to grow our network of carefully selected and likeminded global partnerships to celebrate our iconic prints from the past seven decades. With family and home at the heart of both brands, this new partnership with Mamas & Papas is a perfect fit to introduce the Laura Ashley brand to new consumers with a special collection that we hope will be loved for generations to come.”
The partnership follows a busy period of brand collaboration and expansion for Mamas & Papas. This includes a relaunch in Australia as part of a long-term ambition to become the global nursery brand of choice.
The new collection will be available online at lauraashley.com and mamasandpapas.com and in Next UK stores. It will also be available in Mamas & Papas stores worldwide including Taiwan, Greece, Hungary, the Middle East and the Philippines.
