Marks & Spencer has launched tie-ups with nursery specialist Mamas & Papas and Irish forecourts business Applegreen.

Mamas & Papas at Marks & Spencer

Mamas & Papas is opening shops in Marks & Spencer stores

Marks & Spencer is to introduce Mamas & Papas shop-in-shops into three stores as part of the Brands at M&S programme with complementary third-party brands and retailers.

The three shop-in-shops will be in Bluewater in southeast London; Cheshire Oaks in the northwest and Longbridge in the Midlands. M&S has also struck an arrangement with Applegreen to sell its food through an initial five of the roadside retail specialist’s locations.

The Mamas & Papas arrangement will bolster M&S’s nursery and children’s offer, which already includes tie-ups with retailers such as Early Learning Centre, FAO Schwarz and Clarks

Mamas & Papas will staff the in-store areas, and provide services including personal shopping and car seat fittings.

M&S said that 65% of sales of nursery items are completed in-store and that the partnership would enable customers to touch and feel products before purchase.

M&S clothing and home managing director Richard Price said: “We’re delighted to be welcoming Mamas & Papas. At M&S, we’re the number one choice for families when children start school and this new partnership fills a gap in our product offering to ensure we cater for families throughout parenthood.”

M&S said that the agreement with Applegreen would give it access to a broader customer base in Ireland, where it has 18 shops. 

Following the first five openings, three more are scheduled for the first quarter of next year. Applegreen has 200 locations in Ireland. 

M&S trading director for Ireland Eddie Murphy said: “This partnership will expand our footprint in Ireland and help bring M&S Food to even more customers.”

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