Mamas and Papas partnering Tesco and Amazon

Childrenswear brand Mamas & Papas is continuing to evolve its

ecommerce strategy by a partnering with Tesco and Amazon.

This month the retailer will sell its entire range, excluding clothing, through Sellers at Tesco Direct and the online retail portal Amazon Marketplace. The move is a continuation of Mamas & Papas’ e-commerce strategy to open up new online sales channels to showcase their product range to new customers.

Rob Jennings, e-commerce director at Mamas & Papas, explained: "A key component of Mamas & Papas’ proposition is the quality, depth and breadth of our product range. Until now, that full range has only been available online from mamasandpapas.com. Acknowledging that our website won’t reach all new and expecting parents, we’ve made the decision to let our product find the customer. Simply put, Amazon is one of the world’s largest high streets, enjoying up to half of the UK’s internet shopping population on their site. And as a launch partner on Tesco’s new marketplace model we are extremely excited about being a part of the development of what is certain to be a huge online shopping destination.

"Merchandising our products through these platforms makes accessing our brand even more convenient. Both Amazon and Tesco are super brands that we’re proud to work with." A spokesperson from Tesco said: "Following on from the successful launch of our partnership we are happy to build on the partnership set up last year and develop the association between Mamas & Papas and Tesco. With Mamas & Papas’ clear commitment to ecommerce integration and online retail they were an obvious choice to take these exciting steps into Amazon’s new ecommerce channel with us. We hope the link between the brands continues to progress successfully."