Graco announces a major new retail milestone with the launch of its Eluma Nest Bedside Crib into ten Mamas & Papas stores nationwide, as well as via the Mamas & Papas online platform, marking the first time Graco has partnered with the retailer on a multi‑store rollout for a new product.
The rollout focuses on a curated selection of the nursery chain’s highest‑footfall and highest‑service locations, including its flagship store in Westfield London at White City – an award‑winning concept space designed around an experiential shopping journey – as well as Victoria Square Belfast, Glasgow Fort and Fort Kinnaird Edinburgh. The wider store group also includes Croydon Purley Way, Leeds Birstall, Nottingham Giltbrook, Gateshead Team Valley, Stockton Teesside and Swindon Mannington.
“Mamas & Papas has long been a trusted authority for families seeking expert guidance on baby products, so seeing Eluma Nest introduced across ten of its stores is a significant milestone for Graco”, commented Luisa Rollins‑Svensson, Marketing Manager, Graco UK.
She added; “Parents are increasingly looking for solutions that support the realities of the fourth trimester, and Eluma Nest delivers exactly that. Its Cry-Detection Technology automatically responds to soothe a baby with gentle vibrations, music or white noise, offering reassurance when parents need it most. Launching in these high‑engagement, advice‑driven environments means families can experience this technology first‑hand, supported by the knowledgeable in‑store teams Mamas & Papas is known for.”
The partnership brings together Graco’s heritage in trusted baby products with Mamas & Papas’ reputation for expert advice, and high‑quality retail experiences.
Retailing at £200, Eluma Nest, delivers exceptional value via smart, responsive sleep support, Bluetooth® connectivity, breathable mesh sides, a firm flat organic mattress, intuitive touchscreen controls, and organic cotton sheets. It provides a safe, calming sleep space from birth to approximately six months (9kg).
The product is available now at the following Mamas & Papas locations: Belfast, Croydon, Edinburgh, Gateshead, Glasgow, Leeds, Nottingham, Stockton, Swindon and White City, as well as online at https://bit.ly/4mw3aug (https://www.mamasandpapas.com/)
To learn more Graco visit https://gracobaby.eu/uk for further details.
