Store of the week: Mamas & Papas open store in trendy Battersea

One of the more difficult things that a retailer has to confront is what to do when a flagship has opened and a new store programme follows. The challenge is to decide what elements, beyond the purely cosmetic, will remain in place in the (usually) smaller branches that will maintain the spirit of the original. For Mamas & Papas, the Westfield London flagship, designed by Dalziel & Pow, has been followed by a smaller unit on Battersea’s Northcote Road, home to many small indies, as well as multiples seeking a piece of the action on this aspirational London ‘village’ high street.

The new store – which looks like an indie from the outside – lacks the wall projections that were a highlight of the original, but the gifting and fashion area at the front of the store has been retained, as has the ‘home’ area, although it has been shrunk with shoppers choosing from selector boards. Downstairs in the basement, there will be mother and mother-to-be yoga classes – perfect for the brand and the local demographic. Together M&P and D&P have covered the bases.