Marks & Spencer has added nursery retailer Mamas & Papas to its list of brand partnerships.

Customers will be able to buy over 700 Mamas & Papas products at M&S stores. Initially, the product line will be available in three stores.

Additional services such as personal shopping, car seat consultations and advice for expectant parents will be available in these shops.

Several third-party brands are now available through M&S including Early Learning Centre, Clarks, and stationary brand Smiggle. M&S claims 1.2 million customers have purchased products from third party brands through the M&S website or in stores.

Commenting on the news Richard Price, managing director of clothing and home at M&S said: “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.”

He added: “It was Mamas & Papas expertise and shared value for quality that made this partnership a no brainer to complement our baby and kidswear offering.”

This follows this news that M&S launched a new digital payment method called Sparks Pay, available exclusively to members of its Sparks customer loyalty programme.

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