Next has struck a concession deal with nursery specialist Mamas & Papas as the retailers bid to take advantage of their “shared customer base”.

The 2,500 sq ft space within the Next Home store in Bristol’s Cribbs Causeway retail park marks Mamas & Papas’ first foray into concession retailing.

It will stock clothing, nursery furniture, pushchairs, car seats and gifts, as well as offering services such as personal shopping appointments, a car seat-fitting service and educational events for parents-to-be.

Mamas & Papas retail director Steve Abse said: “We identified Next as a strategic partner, not only to broaden our distribution and geographic reach but also because we have a strong overlap between our shared customer base of expectant parents, new parents and grandparents.

“We’re really looking forward to working with Next to strengthen their nursery furniture offering and to launch brand new categories, including equipment and travel, to their product range.”

The partnership with Mamas & Papas is the latest in a string of deals Next has signed with third-party businesses.

It already has a number of Costa Coffee shops within its stores, while its new Oxford Street flagship boasts Paperchase and Hema shop-in-shops.

In September, Next also started stocking Hotel Chocolat products within selected stores.