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M&S launches maternity collection under new label

Marks & Spencer has launched an M&S Baby range combining a new maternity collection with an edited selection of eight of its best-selling baby product brands.

M&S Baby has a dedicated section in six major stores – Bluewater, Westfield London, Westfield Stratford, Cheshire Oaks, MetroCentre in Gateshead and Tamworth in Staffordshire – as well as online, supported by a bespoke catalogue. It includes new category areas for M&S such as highchairs and baby feeding apparatus.

The retailer launched its first baby food range, Tiny Taste Buds, in April, and estimates the baby product market is worth £1.3bn.

Director of kidswear and home Stephanie Chen said: “As a new parent or grandparent, you want to feel confident you’re making the right purchases, but the volume of choice can feel overwhelming. Customers have told us they want to turn to a trusted retailer to help them navigate the options.

“Under M&S Baby, we’ve put together a range that reflects the exceptional quality and safety standards our customers expect – complemented by a careful edit of the leading specialist baby brands in the market.” Brands include Avent, East Coast Nursery, Joie and Dr Brown’s.

The 12-piece maternitywear collection for autumn 14 includes jeans, leggings, wrap dresses and simple stripe T-shirts. It will be displayed in store with key accessories and coats from the main M&S womenswear ranges.

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