Episode Details

How do you build a retail brand around one of the most emotional, time-sensitive moments in a customer’s life?

Live from Retail Technology Show 2026 in London, Chris Walton connects with Sarah Ashby, Interim CEO & COO of Mamas & Papas, to discuss how the brand is redefining the parenting retail journey through service, timing, and trust.

Sarah explains why winning the first-time parent is everything, how Mamas & Papas supports customers through a highly predictable yet overwhelming journey, and why capturing shoppers before the third trimester is critical to long-term value.

She also shares how the company blends owned brand and curated third-party assortment, adapts its go-to-market strategy across global markets, and builds loyalty through advice, service, and emotional connection.

Key Topics Covered:

• Why the first-time parent is the most valuable customer

• The importance of timing and capturing customers early in pregnancy

• How Mamas & Papas uses service and advice as a competitive advantage

• Blending owned products with curated third-party brands

• The role of stores in delivering trust and guidance

• How international markets shift assortment and go-to-market strategy

• Why baby retail is both predictable and expensive to acquire customers

• Expanding beyond core categories into gifting and lifetime value

Thank you to Vusion for supporting Omni Talk Retail’s live coverage from Retail Technology Show 2026.

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