Specialist nursery brand Mamas & Papas has reached a significant fundraising milestone of £80,000 for its charity partner Tommy’s: the UK’s leading pregnancy and baby charity dedicated to making pregnancy safer for everyone.
Most of the funds raised so far have come from in-store customer donations, made via fintech charity Pennies. This partnership means Mamas & Papas customers can choose to round up their purchase total to the nearest pound when paying by card, providing a quick, affordable and data-free way to donate.
Additional contributions have come from Mamas & Papas colleagues through a series of fundraising activities, including a number participating in the London Landmarks Half Marathon and the London Marathon earlier this year.
Mamas & Papas COO Sarah Ashby said: “This £80,000 milestone represents so much more than a number. It reflects the generosity of our customers and the passion of our colleagues. Together, we’re helping fund Tommy’s life-saving research and support services, reinforcing our shared commitment to ensuring every parent has access to the care and information they need during pregnancy and beyond.”
Tommy’s is at the forefront of research into the causes of miscarriage, stillbirth and premature birth. Every penny donated helps to fund groundbreaking scientific work and direct support for families navigating difficult times.
Tommy’s head of corporate partnerships Sarah House commented: “We’re profoundly grateful to Mamas & Papas customers and colleagues for their incredible fundraising efforts. A sum of £80,000 could fund a specialist researcher for a year to help save babies’ lives.”
Alison Hutchinson CBE, CEO of Pennies, added: “We’re incredibly proud of our partnership with Mamas & Papas, and delighted that Pennies has been able to support them in reaching this fantastic milestone for Tommy’s. With over £80,000 raised through Pennies micro-donations, it’s a powerful example of how small acts of kindness can add up to something truly meaningful. A heartfelt thank you to every customer at Mamas & Papas who chose to round up – your generosity is making a real difference.”
Since launching the charity partnership in November 2024, Mamas & Papas has gone beyond fundraising to support Tommy’s mission. This includes a series of multi-channel awareness campaigns, such as for Mother’s Day, helping to amplify Tommy’s work and share expert information and support for pregnancy and baby loss with families across the UK.
The brand has also pledged that all customer-facing team members will be trained by Tommy’s experts by the end of 2025. This specialist training ensures that Mamas & Papas colleagues are equipped to compassionately support families at every stage of their pregnancy journey. To date, the whole internal customer service team is now trained, with store manager training on track to be completed by the end of this month.
Sarah Ashby concluded: “Our partnership with Tommy’s is driven by a shared goal – to make pregnancy and parenthood safer, more supported, and better understood. We’re so proud of all that’s been achieved so far, and remain deeply committed to continuing this important work.”
Mamas & Papas is one of the UK’s leading and longest-established specialist nursery brands, with over 40 years of experience. Its range of British-designed, award-winning products includes nursery furniture and interiors, pushchairs, clothing, equipment and toys. As a multi-channel retailer, the Huddersfield-based company has 62 stores and concessions across the UK and Ireland, supplies more than 100 stockists, and operates an online business. The company also sells in over 30 countries worldwide through a network of franchisee and distributor partnerships.
www.mamasandpapas.com
www.tommys.org
www.pennies.org.uk
