18th May 2017
The new store features the brand’s first maternity fashion collection and skincare range, and an extended gifting offer. It emphasises bespoke service, interactivity and community, to appeal to experience-driven millennial consumers.
The 466 sq m (5,016 sq ft) store uses a zoned layout based on key shopping missions for new parents, and provides flexible space for in-store talks and workshops.
Greater emphasis has been placed on visual merchandising after the success of existing concept stores, according to Dalziel & Pow. Three theme are highlighted through VM: Welcome to the World, Everyday Special and Occasional Wear.
Playful and flexible navigation tools such as cinema signage and mood boards help shoppers find their way around. Other features include part of a MINI car so that parents can check if new prams and other items will fit in the boot of their car, and how easy child seats are to fix.
A Mini Marketplace area is used to strategically place carts of gifts, cards and beauty products near the cash desk. A digital measuring tool lets children match their size to a cast of animal characters.
“We are delighted to bring our new store concept to Glasgow, having recently introduced the concept to Liverpool Speke and Southampton. We look forward to providing a first class service in a new, first class store environment to our customers in this major city,” says Mamas & Papas retail director Steve Abse.
Richard Bennett, Design Director Dalziel & Pow, said: “We've had the wonderful opportunity to work with Mamas & Papas during a real turning point in their brand journey. The Glasgow Fort store is the next step in redefining nursery retail and bringing this award-winning concept to more locations. We look forward to our future working alongside Mamas & Papas to challenge the market and further develop the proposition.”
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