It offers parents a range of sustainable services “that ensure essential baby products can be reused, refreshed or recycled”, extending the life of items such as baby clothes and pushchairs, with the latter taking on increasing importance, given the cost-of-living crisis.So Mamas & Papas new Trade-In service supports the circularity of pushchairs by enabling customers who own a branded pushchair to sell it back to the retailer and receive Mamas & Papas vouchers worth up to £150.

Nathan Williams, Chief Executive Officer of Mamas & Papas, said: “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.The latest launch follows several sustainability initiatives announced in the past year “to accelerate Mamas & Papas’ ESG strategy”, including a take-back scheme with charity Oxfam which aims to reduce the amount of children’s clothing sent to landfill each year.