Mamas & Papas launches new small format store concept
Mamas & Papas has launched a new small format store aimed at millennial parents-to-be.
Called One Four Four, the new boutique in Clapham’s Northcote Road in London’s ‘nappy valley’ is part showroom, part community space offering an edit of leading products alongside an emphasis on wellness, experiences and gifting.
Designed by Dalziel & Pow, the store includes a ‘Studio’ that transforms from an informative showcase and service area into a place for live events such as bump sessions and pre/post natal nutritional talks offered through a new collaboration with London fitness studio Frame.
The store is organised into ‘worlds’ based around they key customer shopping missions of ‘Baby Fashion’ and ‘Baby Home’. There is also a mothers’ beauty area where a bespoke designed cart lines up Cowshed and Neals Yard products for sampling.
Product is tightly curated to suit the small-scale format, with the full range available to shop digitally in-store
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 & Papas’ new ‘Love for Life’ proposition which advises on product aftercare, re-use and recycling.
On launch day, shoppers were given the chance to use ‘social currency’. By posting a photo of themselves in the store on Instagram, Facebook or Twitter using #144Northcote, the first 50 customers were able to take home an exclusive Mamas & Papas gift.
Jonathon Fitzgerald, Mamas & Papas chief commercial officer, 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.”
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