MARKS & Spencer will welcome leading children's brand Mamas & Papas to its Cheshire Oaks store from today (Friday, January 13).

The 2,098 sqft concession at M&S is one of three to launch in the country, meaning local M&S customers can now shop over 700 of Mamas & Papas’ bestselling products, including pushchairs, car seats and nursery furniture; complementing M&S’ existing family offer.

The partnership will welcome Mamas & Papas’ ‘shop-in-shops’ format, enabling M&S customers to touch and feel the products before purchase, while dedicated Mamas & Papas expert colleagues will be on hand to provide tailored, independent advice and recommendations to parents-to-be and their families.

The team will also be offering in-store services such as one-to-one personal shopping appointments and car seat consultations and fittings.

The store will be open from 9am-9pm Monday to Friday, 8am-8pm on Saturday and 11am-5pm on Sunday.

Richard Price, Managing Director of Clothing & Home at M&S said: "We’re delighted to be welcoming Mamas & Papas – a much loved brand with over 40 years’ of experience. At M&S, we’re the number one choice for families when children start school and this new partnership fills a gap in our product offering to ensure we cater for families throughout parenthood.

"It was Mamas & Papas expertise and shared value for quality that made this partnership a no brainer to complement our baby and kidswear offering. We can’t wait to see our customers’ faces when they visit the bespoke Mamas & Papas ‘shop-in-shop’ at Cheshire Oaks where they will find everything they would expect from the brand’s standalone stores, with the added value of shopping at M&S."

Mark Saunders, Chief Executive Officer at Mamas & Papas, said: "We are proud to be joining the Marks & Spencer family as a new ‘Brand at M&S.’ With their focus on supporting customers throughout life’s firsts, the synergy with Mamas & Papas, as we support families through the important milestones along the parenting journey, felt like a perfect match.

"With our goal to be the most accessible nursery brand on the high street, we’ll continue our commitment to investing in bricks & mortar stores, by expanding our successful concession business and, in doing so, make the positive step in supporting M&S on their journey into the nursery category. We’re looking forward to opening our new concession at the Cheshire Oaks store and supporting local parents-to-be and their families."