Products of Change


Tue 23 May 2023 | by Rob Hutchins

UK nursery brand Mamas & Papas launches Loved for Life pre-loved service

The UK high street nursery brand, Mamas and Papas, has launched a new ‘Loved for Life’ initiative offering parents a range of services to ensure baby products can be reused, refreshed, or recycled. The concept aims to extend the life of items such as pushchairs as well as baby clothes which are items quickly grown out of. The launch of the service follows several sustainability initiatives announced in the last year to accelerate Mamas & Papas’ ESG strategy, including a take-back scheme with the 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. The business has also increased its focus on using recycled materials within its own-brand items – from moving 100% recycled packaging for its line of wooden furniture to its cot mattresses being created from 100% recyclable fibres. Mamas & Papas is also currently 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. However, Loved for Life sees the brand expand into the resale and second-hand market for the first time, offering customers the chance to purchase refurbished pre-loved pushchairs. The trade-in service supports the circularity of pushchairs by enabling customers who own a Mamas & Papas pushchair to sell it back to the brand, with customers receiving Mamas & Papas vouchers worth up to £150. The initiative also incorporates the brand’s existing Valet & Service to maximise a pushchair’s life. This service is already available in 36 stores across the UK to provide a 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 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 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 while making a meaningful difference to both communities and the environment.”