UK’s leading nursery brand launches new App to support and inspire parents during pregnancy and early parenthood
Mamas & Papas, the UK’s leading nursery brand, has launched a new App as part of its ongoing mission to empower parents on their pregnancy and parenting journey. More than a shopping platform, the App puts supportive expert advice and style-led inspiration at parents’ fingertips, helping them navigate the rewarding—but often overwhelming—experience of bringing a little one into the world.
Created with busy and expecting parents in mind, the new App features a ‘Parent Hub’ that provides users with quick access to a range of practical tips, expert insights, and emotional support when they need it most. This includes valuable advice from Mamas & Papas’ resident baby sleep experts that can be tailored by age, from newborn to 18+ months, including sleep needs and wake windows by age and essential tips to help weary parents manage sleep deprivation.
Parent Hub also offers pregnancy support via Mamas & Papas’ charity partner Tommy’s and helpful guidance for the fourth trimester while spotlighting parents’ real-life stories, creating a sense of connection and community for users going through similar experiences.
With new style-led functionality, the App’s other standout features include ‘Discover the Look’—beautifully curated videos spotlighting furniture bundles, interiors and accessories to inspire dream nurseries while making it easy to shop featured items. Equally engaging, the ‘Swipe to Like’ feature invites users to explore Mamas & Papas’ collections more interactively and save their favourite items to a personalised Wishlist, for a streamlined shopping experience.
App users will have access to exclusive updates on product launches and promotions, and can shop from the full online range, including travel systems, nursery furniture, clothing and toys.
To further enhance the Mamas & Papas in-store experience, the new App allows users to scan barcodes in-store for real-time stock availability and easily book appointments from its range of expert services, including Buying for Baby and Let’s Talk Car Seats.
Jo Molineux, Mamas & Papas’ digital director, said: “The launch of our new App marks a significant step in Mamas & Papas’ digital evolution, reflecting our commitment to supporting parents on their journey so they can feel confident, capable, and enjoy life with their little ones. Designed with convenience and confidence in mind, the platform brings together expert advice, product recommendations, and a seamless shopping experience. Whether browsing while awaiting a new arrival or during a 3am night feed, parents can easily access the support and inspiration they need, whenever they need it.
“The App has already outperformed our expectations in terms of interaction and conversions, with average dwell time of 10 minutes being testament to the highly engaging content we’re putting in the hands of parents and parents-to-be. We’re excited to continue evolving the App, with the introduction of features like Apple Pay, a sharable gift lists, and reward schemes and all in the pipeline.”
The Mamas & Papas App is now available for download via the App Store and Google Play.
