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Exclusive: Mamas & Papas grows up with children’s line

Maternity and babywear chain Mamas & Papas is to expand its range to include kidswear for children up to the age of six.

The retailer will increase its collection, currently only for new-borns to two year olds, for autumn 13. The Mamas & Papas Kids range will encompass both boys’ and girlswear and will go into the majority of the retailer’s 64 stores and online. Prices will range from £12 to £26.

The range has been designed with ages two to four in mind, and will be distinct from the younger children’s range. Pieces include striped knitwear, printed dresses and casual blazers.

Deputy chief executive Tim Maule said the move had come in response to customer feedback. “Over the last three or four years, we’ve had a huge demand from our customers to offer clothing above two years old,” he explained.

The range also incorporates a ‘mix and match’ line with lower-priced pieces, which Maule described as “a very strong promotional tool”.

To promote the line, Mamas & Papas will use a ‘Grow up with us’ tagline in its marketing material.

The launch has been spearheaded by fashion director Richard Harris, formerly of Boden, who joined the chain last April.

Meanwhile, Mamas & Papas is forging ahead with international expansion and is set to launch its first store in China’s capital city, Beijing, at the end of June, part of a 100-store roll-out in the country. The chain is also pushing for growth in Russia, where it currently has seven stores, as part of a 25-store roll-out.

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