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High street nursery retailer, Mamas and Papas, has launched a new ‘Loved for Life’ initiative, which offers a range of sustainable services that ensures essential baby products can be reused, refreshed or recycled.
This launch follows several other sustainability initiatives that the brand announced in the past year to accelerate its ESG strategy, including a take-back scheme with Oxfam, which aims to reduce the amount of children’s clothing sent to landfill each year.
Over 8,000 pre-loved items have been donated by customers to date across 50 stores nationwide, worth an estimated £10k to help support the charity’s work.
The business has also increased its focus on using recycled materials within its own-brand items – from moving to 100% recycled packaging for its line of wooden furniture to its cot mattresses being created from 100% recyclable eco fibre and chemical free.
Nathan Williams, CEO of Mamas and Papas, said: “At Mamas and Papas we design all of our products to last, whether that’s pushchairs, clothing or nursery accessories. However, wear and tear happens, and over time they can require a little maintenance to keep performing as good as new.
“Launching ‘Loved for Life’ delivers upon our continued passion to provide our parents with a market-leading range of sustainability services to help maintain, refresh, reuse or even responsibly recycle much-needed items, as well as reducing the number of items which end up in landfill.”
He added: “The initiative underlines our core ESG strategy – reflecting our ongoing commitment to reducing our impact on the planet whilst making a meaningful difference to both communities and the environment.”
