Marks & Spencer has launched into maternity today with the new M&S Baby brand, as the retailer aims to offer a ‘trusted’ range.

The department store retailer has pulled all its baby products together alongside a new maternity collection and an edited selection of eight baby brands. It will launch the new standalone format, which is aimed at newborns to 24 months, in six major stores and on and it will be supported by a catalogue.

The range has been built around seven key parts of a baby’s needs: bathe, sleep, feed, newborn, maternity, play and clothing. It will sell items such as high chairs and travel bags.

It follows the success of M&S’s first-ever baby food range, Tiny Tastebuds, in April.

M&S director of kidswear and home Stephanie Chen said: “As a new parent or grandparent you want to feel confident you’re making the right purchases – but the volume of choice can feel overwhelming. Customers have told us they want to turn to a trusted retailer to help them navigate the options.

“Under M&S Baby we’ve put together a range that reflects the exceptional quality and safety standards our customers expect – complemented by a careful edit of the leading specialist baby brands in the market.”

M&S aims to take a share of the £1.3bn UK baby product market, building on its position as the market leader in schoolwear and baby gifting, it said.

The retailer has created room-set layouts to display the products and a dedicated online M&S Baby section, which provides features and parental checklists.  

Staff have undergone special product training to offer advice to customers, and tell them about the retailer’s new products such as slip-resistant soles.