Mamas & Papas has launched a new ‘Loved for Life’ initiative which offers parents a range of sustainable services.
The initiative ensures that essential baby products can be reused, refreshed or recycled, extending the life of items such as pushchairs, as well as baby clothes.
There has been a number of sustainability initiatives announced in the past year to accelerate Mamas & Papas ESG strategy, including a take-back scheme with Oxfam, which aims to reduce the amount of children’s clothing being sent to landfill. Over 8,000 pre-loved items have been donated by customers to date across 50 Mamas & Papas stores, worth an estimated £10,000 to support Oxfam’s work.
The business has also increased its focus on using recycled materials within its own brand items – including moving to 100% recycled packaging for its line of wooden furniture, and its cot mattresses being created from 100% recyclable eco fibre.
Loved for Life will see the brand expand into the resale and second-hand market for the first time, offering customers the opportunity to purchase refurbished, pre-loved pushchairs. With the second hand market continuing to grow and become ever more important, the new Trade-In service supports the circularity of pushchairs by enabling customers who own a Mamas & Papas pushchair to sell it back to the brand, with customers receiving vouchers in return.
Customers can then buy with confidence as their pre-loved pushchair will have been professionally restored with a 20-point safety check, repaired where necessary and have had a deep clean. All Pre-Love pushchairs will come with a six month guarantee and will be available from the Huddersfield Outlet store, with an aim to roll out nationally later this year.
The initiative also incorporates the brand’s existing valet and service, to maximise a pushchair’s life, which is already available for customers in 36 stores to provide deep cleans and repairs where necessary.
Nathan Williams, ceo of Mamas & Papas, commented: “At Mamas & Papas we design all of our products to last, whether that’s pushchairs, clothing or nursery accessories. However, wear and tear happens, and over time they can require a little maintenance to keep performing as good as new.
“Launching ‘Loved for Life’ delivers upon our continued passion to provide our parents with a market-leading range of sustainability services to help maintain, refresh, reuse or even responsibly recycle much-needed items, as well as reducing the number of items which end up in landfill. The initiative underlines our core ESG strategy – reflecting our ongoing commitment to reducing our impact on the planet whilst making a meaningful difference to both communities and the environment.”