Mamas & Papas’ new boss has made two senior hires, appointing a product director and a quality director.

Mamas and Papas 12

Mamas and Papas 12

Mamas & Papas has hired a product director and quality director

Jonathan Fitzgerald, who became chief executive in December after a two-year stint as co-chief executive, has hired product director Paul Middlemiss, who takes over responsibility for buying, design and creative functions.

Middlemiss has held similar positions at Robert Dyas and The Conran Shop, as well as spending time as chief executive of Pedlars Group and home director at House of Fraser.

Julie Rossiter has joined as quality director, responsible for customer services, engineering, quality and technical.

She was formerly C&A technical director and has held the same role at Shop Direct. She replaces Simon Colbeck, who was in the role for several months on an interim basis.

The nursery specialist also unveiled a loyalty scheme for expectant and new parents which will use customer data for personalised offers and advice.

Entitled M&P and Me, the loyalty programme takes data provided by shoppers, including their due date, and provides product offers and personalised content ranging from articles to videos based on the information provided.

The scheme was developed by customer acquisition and engagement agency Stack and will be launched across Mamas & Papas’ stores, social channels and website.

Head of marketing Claire Austin said: “We are delighted with the scheme, which will be a great start in giving new parents the rewards they deserve.

“The parenting club will be key to our ongoing customer relationships.”