Taken from the M&P brand book.

Mamas & Papas is a UK-based retailer and manufacturer supplying prams, pushchairs, baby products, furniture and maternity wear.

- "We’ve been a lifestyle brand for 30 years, we’re not product on a shelf but a brand that feels aligned to how you already think."

- "We inspire our customers with the experiences we create, the advice we source and the products we produce. "

- We give our customer the insider to what’s going on in the world of baby with the tools they needs to do it their way.

PRODUCT

- "Our product is created exclusively by our M&P designers. Everything we do is inspired by the world our customer lives in. We draw influence from the catwalk as well as celebs and social media. We travel far and wide - LA, New York, Paris, Tokyo to see and experience all that’s out there – then bring back the latest for them."

- Design led, quality, desirable, practical, premium, exclusive, long-lasting.

TARGET AUDIENCE

- Our key audience is female, first time parent, between the ages of 28-34. She is design-led and style conscious, although she’s not always-on-top of the latest trend, she can need guidance to be inspired on the next new thing. She relies on the influence of people around her and is guided by the media – particularly influencers, Instagram, celebs, magazines and blogs.

- She champions equal parenting. Sharing the decision-making process with her partner.

- She lives on her phone and enjoys documenting her life, posting it for her friends to see.


- Community is a big part of her life, from all aspects socialising with friends, social media, classes.

- Our inspiration comes from real life; using our own experiences of parenting, customer insights and rigorous trialling at our UK test lab, we continue to create innovative products with thoughtful designs. We believe a new life begins when you start a family, but your old life shouldn't stop. Which is why our products are made to bring style and confidence to parenting, letting you flourish no matter how you experience it.

Submitting Company: Dalziel & Pow Design Consultants Ltd.