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Mamas and Papas launches small-format concept

By Danielle Wightman-Stone


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Children’s and maternity retailer Mamas and Papas has launched a small-format store boutique aimed at millennial parents-to-be on Northcote Road in Clapham, dubbed London’s ‘nappy valley’ for its concentration of affluent young families.

The 1,800 square foot boutique, called One Four Four, has been designed to be part showroom, part community space, offering an edit of leading products alongside an emphasis on wellness, experiences and gifting, including pregnancy yoga and personal shopping.

The opening follows the success of Mamas and Papas new Westfield concept, which launched earlier this year, designed to target 28-35 year-old parents-to-be with its digitally-enhanced, full-service shopping experience organised into ‘worlds’ based around new parents’ key shopping missions.

The One Four Four store has once again been designed by Dalziel and Pow with the aim of continuing the retailer's strategy to turn around the business by differentiate the brand and shopping experience to meet the expectations of discerning millennial shoppers, who the brand claims are “mobile-savvy, health and eco-conscious consumers demand multi-purpose, inspirational stores with bespoke service, while using social media as a source of inspiration and self-expression”.

Mamas and Papas continue to target millennial parents-to-be with new format

The boutique concept has once again been organised into ‘worlds’ based around key customer shopping missions, beginning with ‘Baby Fashion’ before heading into ‘Baby Home’. There is also a mothers’ beauty area and a ‘studio’ that transforms from showroom and service area into an area for live events such as bump sessions and pre/postnatal nutritional talks offered through a new collaboration with London fitness studio Frame.

As the concept is smaller, product has been tightly curated to suit space, with the full range available to shop digitally in-store. As there’s space for just one room set, a series of dolls’ house structures provide an ingenious miniature solution to merchandise nursery items in-situ.

The store also features a personal shopping seating area, a travel showcase that simplifies and guides parents through different pushchair options, and a swing to entertain children while their parents shop. In addition, there is a community wall presenting Mamas and Papas’ new ‘Love for Life’ proposition which offers advice on product aftercare, re-use, and recycling.

Commenting on the concept, Mamas and Papas chief commercial officer, Jonathon Fitzgerald, said: “Our customers want a personalised experience from us, they want it edited for them and they want to feel connected to the community.

"We'll test and learn. This is the first in the potential roll-out of a concept that brings everything Mamas and Papas to the local community and has experience and wellness at its heart.”

Images: Mamas and Papas/Dalziel and Pow

http://www.mamasandpapas.com http://www.dalziel-pow.com
Mamas and Papas