Mamas & Papas has launched a circular service that allows shoppers to trade in baby products or buy them secondhand
The initiative, called ‘Loved for Life’, will see the brand expand into the resale market for the first time and will be available across a range of reusable baby products including pushchairs and clothing.
Shoppers will be rewarded for trading in their Mamas & Papa’s pushchair with a voucher worth up to £150. Pushchairs will then be refurbished, deep cleaned and repaired before being made available to purchase in the brand’s Huddersfield outlet store, with the aim to roll out nationally later this year.
The service is one of several sustainability initiatives from the brand, including a take-back scheme with Oxfam and an increased focus on recycled materials in its own-brand products and packaging.
Mamas & Papas chief executive Nathan Williams said: “At Mamas & Papas, we design all of 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 as 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 whilst making a meaningful difference to both communities and the environment.”
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