Mamas & Papas is expanding its number of concessions with Next after announcing two new openings this month at Manchester Arndale and Meadowhall, Sheffield.
The company said a 2000sq ft space is set to open in the Next Home store in Meadowhall, while a 3300sq ft concession in Next’s Manchester Arndale store will launch later this month.
The expansion follows the launch of successful concessions at Bristol’s Cribbs Causeway in November 2018, and Lombardy Retail Park in Hayes last year.
Mamas & Papas said the new concessions will offer a curated range of products for new and expectant parents, including in-store experiences like personal shopping appointments.
Mamas & Papas’ concession at Next Home, Meadowhall, also marks the brand’s return to Sheffield after six years.
Mamas & Papas chief operating officer Nathan Williams said: “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 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.”
The expansion signals another move towards the development of Mamas & Papas’ multichannel retail offering, after investments in its online business and new virtual services.
Earlier this year, Mamas & Papas launched a virtual personal shopping service for new and expectant parents as well as online events group Parents to Be.