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

Mamas & Papas, the Huddersfield-based baby clothing and nursery goods brand, is to sell its products through online department store Very.co.uk, 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 Woolworths.co.uk, from February 2010. M&P has 50 stores around the world.