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Following the huge success of Mamas & Papas Westfield, we created One Four Four – a small format boutique, which continues to differentiate the brand and shopping experience to meet the expectations of discerning millennial shoppers. Part showroom, part community space, this flexible 170sqm destination offers an edit of leading products alongside an emphasis on wellness, experiences and gifting. From pregnancy yoga to personal shopping, the enhanced services are perfectly pitched for the store’s location on Northcote Road in Clapham, dubbed London’s ‘nappy valley’ for its concentration of affluent young families.

Where, When

Northcote Road, London; August 2016

About the client

Established in 1981 by husband-and-wife team David and Luisa Scacchetti, Mamas & Papas is one of the UK’s most trusted nursery brands – manufacturing and retailing prams, pushchairs, baby products, furniture and maternity wear.

A bit more detail

A distinctive shopfront revealing the new One Four Four identity and colour palette fits harmoniously among the area’s upscale boutiques. The interior is organised into ‘worlds’ based around key customer shopping missions: ‘Baby Fashion’; ‘Baby Home’, with a helpful nursery selector tool; and a beauty area where a bespoke designed cart lines up Cowshed and Neal's Yard products for sampling. One of the store’s unique features is the downstairs ‘Studio’ that transforms from an informative showcase and service area to host a programme of weekly local events.


Product is tightly curated to suit the small-scale format, with the full range available to shop digitally in-store. Downstairs, there is a personal shopping seating area and a travel showcase that simplifies and guides parents through different pushchair options. A community wall presents Mamas & Papas’ new ‘Love for Life’ proposition, which advises on product aftercare, re-use and recycling.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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