Mamas & Papas has launched a new ‘Loved for Life’ initiative which offers parents a range of sustainable services that ensures essential baby products can be reused, refreshed or recycled, extending the life of items such as pushchairs as well as baby clothes.
This follows several sustainability initiatives announced in the past year to accelerate Mamas & Papas’ ESG strategy, including a take-back scheme with charity Oxfam which aims to reduce the amount of children’s clothing sent to landfill each year. Over 8,000 pre-loved items have been donated by customers to date across 50 Mamas & Papas stores nationwide, worth an estimated £10,000 to help support Oxfam’s vital work around the world.
The business has also increased its focus on using recycled materials within its own-brand items – from moving to 100% recycled packaging for its line of wooden furniture to its cot mattresses being created from 100% recyclable eco fibre and chemical free. It is also actively providing a platform for smaller sustainable brands to widen their availability on the high street with the introduction of Kit & Kin, Plan Toys, Green Toys and Kabode Nursery Bedding.
‘Loved for Life’ will see the brand expand into the resale and second-hand market for the first time under its Pre-Loved initiative, offering customers the opportunity to purchase refurbished pre-loved pushchairs. With the second hand market continuing to grow and become ever more important for both consumers and the planet, Mamas & Papas new Trade-In service supports the circularity of pushchairs by enabling customers who own a Mamas & Papas pushchair to sell it back to Mamas & Papas, with customers receiving Mamas & Papas vouchers worth up to £150.
Customers can buy with confidence as their Pre-Loved pushchair will have been professionally restored with a manufacturer 20-point safety check, repaired where necessary and have had a professional deep clean. All Pre-Loved pushchairs come with a 6 month guarantee and will be available to purchase from the Huddersfield Outlet store, with an aim to roll out nationally later this year.
The initiative also incorporates the brand’s existing ‘Valet & Service’ to maximise a pushchair’s life, which is already available for customers in 36 stores across the UK to provide a much-needed deep clean, with any damaged or worn parts replaced in-store.
Nathan Williams, Chief Executive Officer of Mamas & Papas, said: “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.