Mamas & Papas to expand further via Next

By

Sandra Halliday

Published
May 19, 2021

Baby and kid-focused retailer Mamas & Papas is to extend its concessions business in Next stores following strong footfall and sales at its new concessions since the UK reopened non-essential stores last month.

This week it’s opening a new space in the Next store at Brent Cross Shopping Park and in July it will add Milton Keynes Central Retail Park for a total of nine concessions.

The company starting opening Next shop-in-shops back in 2018 with a debut in Cribbs Causeway, Bristol. Since then, it has launched at locations including Sheffield’s Meadowhall and Manchester’s Arndale.

The concessions aim to offer experiences as well as products with services such as personal shopping.

COO Nathan Williams said the Next link-up “has performed exceptionally well for both parties, giving customers even more reasons to shop at Next whilst bringing our brand and award-winning ranges to more new and expectant parents”.

He added that physical spaces are “an important pillar of our multi-channel growth strategy alongside our online business”. And customer feedback shows that this is one product area where the ability to touch and feel the products is especially valued.

The move also comes as Next continues to diversify what was once a purely-own-brand offer with more and more third-party labels both online and in its physical spaces.