Mamas & Papas signs concession deal with Next Home

By

Barbara Santamaria

Published
Nov 27, 2018

Nursery retailer Mamas & Papas is testing out the concession model with the opening of its first shop-in-shop in Next Home at the Cribbs Causeway retail park in Bristol.

Mamas & Papas has opened a 2,500-square-foot space showcasing a full range of products from pushchairs and car seats to baby clothing and nursery furniture.

It will complement Next’s own childrenswear offer, which includes clothing and accessories for babies, boys and girls.

Ads

The retailers said there was a “strong overlap between our shared customer base”, with many mums-to-be, new parents and grandparents already visiting the new Mamas & Papas concession store in Bristol.

In addition to baby products, the space offers a personal shopping service, educational events for parents-to-be and a free car seat fitting service, further enhancing the shopping experience at the Next store at a time when customer service may play a decisive role in shoppers’ decision to buy in-store instead of online.

Further concessions in Next stores have included Costa Coffee shops and Hotel Chocolat stores, as well as Paperchase and Hema. The clothing retailer has been bringing in more concessions of late to mitigate the cost of running large stores in prime locations, and has recently announced that it will double the number of Virgin Holidays agencies within Next stores to 40 in 2019.

In addition to generating additional income, concessions give shoppers another reason to visit its stores, Next said in its latest trading update.