Mamas & Papas joins hands with Shop Direct to sell products online

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The Independent Online

Mamas & Papas, the Huddersfield-based baby clothing and nursery goods brand, is to sell its products through online department store, a subsidiary of Shop Direct.

The site has recently been promoted via TV ads fronted by presenters Holly Willoughby and Fearne Cotton. The tie-up will see M&P goods sold throughout Shop Direct's businesses, including, from February 2010. M&P has 50 stores around the world.