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Mamas & Papas to sell online through tie-up with Shop Direct

MAMAS &amp; Papas, the baby clothing to pushchair brand, is set to profit from an online sales boost due to a tie-up with Sir David and Sir Frederick Barclay&rsquo;s Shop Direct business.<br /><br />Shop Direct, the UK&rsquo;s biggest catalogue group, will sell Mamas &amp; Papas&rsquo; range through its online department store Very.co.uk. <br /><br />Very&rsquo;s marketing campaign is currently fronted by TV presenters Fearne Cotton and Holly Willoughby.<br /><br />Mamas &amp; Papas owns 50 stores worldwide. Shop Direct also sells Ladybird children&rsquo;s clothes, after it acquired the firm following Woolworth&rsquo;s collapse last year.<br /><br />Following the demise of the pick &lsquo;n&rsquo; mix retailer, Shop Direct launched Woolworths.co.uk in June, after snapping up the name rights for a reported &pound;10m.