Nursery brand Mamas & Papas is expanding its Next concession presence with two new openings at Manchester Arndale and Next Home, Meadowhall.
The 2,000 sq. ft space in Next Home Meadowhall marks the brand’s return to Sheffield after six years. The 3,300 sq. ft concession in Next Manchester Arndale will launch later this month.
The latest developments follow the launch of successful concessions at Bristol’s Cribbs Causeway in November 2018 and Lombardy Retail Park in Hayes last year.
Both concessions will offer a carefully curated range of products for new and expectant parents. This includes travel systems, nursery furniture and gift items. They will also provide in-store experiences such as personal shopping appointments.
The move also represents another step in the development of Mamas & Papas’ omnichannel retail offering. It follows investments in both its online business and new virtual services.
Commenting is Nathan Williams, chief operating officer at Mamas & Papas. “It’s been a challenging year for retail, so it’s great to be opening new space. We’re committed to developing our omnichannel offering to support all new and expectant parents through their journey ahead.
“That’s about carefully expanding our store portfolio with our strategic concession partner, Next; investing in new product development; supporting our thriving online business; as well as developing our new virtual personal shopping services.
“While more of our customers choose to shop online, it’s clear they still really value a personalised, physical shopping experience as well, which is why the concession format works.”
Earlier this year, Mamas & Papas launched the UK’s first virtual personal shopping service for new and expectant parents. It also introduced online group ‘Parents to Be’ events.
Personal shoppers in Mamas & Papas stores across the UK are available to speak to customers via video call straight from the shop floor. As well as answering questions, they also provide live demonstrations.
Meanwhile, Mamas & Papas’ free virtual Parents to Be group sessions guide attendees through everything they need to know about parenting with expert speakers and Q&A sessions.
