Childrenswear retailer Mamas & Papas has launched a new boutique store in London’s so-called ‘nappy alley’ designed to appeal to the millennial generation of parents-to-be. The store features personal shopping, digital options and a beauty area for mums including products from Cowshed and Neals Yard.

Jonathon Fitzgerald, Mamas & Papas chief commercial officer, said: “Our customers want a personalised experience from us, they want it edited for them and they want to feel connected to the community.
"We'll test and learn. This is the first in the potential roll-out of a concept that brings everything Mamas and Papas to the local community and has experience and wellness at its heart.”