Mamas & Papas are reaching out to the “tech-savvy, experience-driven” millennials with the launch of their new concept store in Westfield, White City. The children’s and maternity retailer have positioned the new store above a number of children’s stores in a hope to attract its target audience. The concept store is split into different ‘worlds’, mimicking the style of Swedish furniture store, Ikea. The store is set up to encourage parents to meet locally for parenting support groups, and also offers a one-to-one appointment service where customers can seek expert advice and create their product wish lists. Executive Chairman Derek Lovelock said that the company will spend over £3 million on opening new stores this year and he aims to bring the concept store to other retail locations. The retailer will also be launching a new ecommerce platform and a loyalty programme this year.