Mamas & Papas to sell online through tie-up with Shop Direct
MAMAS & Papas, the baby clothing to pushchair brand, is set to profit from an online sales boost due to a tie-up with Sir David and Sir Frederick Barclay’s Shop Direct business.
Shop Direct, the UK’s biggest catalogue group, will sell Mamas & Papas’ range through its online department store Very.co.uk.
Very’s marketing campaign is currently fronted by TV presenters Fearne Cotton and Holly Willoughby.
Mamas & Papas owns 50 stores worldwide. Shop Direct also sells Ladybird children’s clothes, after it acquired the firm following Woolworth’s collapse last year.
Following the demise of the pick ‘n’ mix retailer, Shop Direct launched Woolworths.co.uk in June, after snapping up the name rights for a reported £10m.