Retail giant Marks & Spencer is debuting its first-ever ‘baby club’ to boost relevance with family shoppers and grow its kidswear market share. 

Dubbed ‘The Parent Hood,’ the club will be exclusively available to Sparks loyalty members and is central to the company’s plan to expand beyond its current 6% share in kidswear, with a focus on the ‘baby’ segment as a growth driver.

The club, which is free to join, aims to help new parents save up to £250 annually while fostering a sense of community among similar customers.

“Our customers trust us for the hand-me-down quality of our kids clothing and with our growing style credentials and a presence in so many communities, there is so much opportunity to grow our market share through appealing to new customers and introducing existing customers to more of what we have to offer,” Alexandra Dimitriu, Director of Kidswear at M&S, said in a statement. 

“As a mum, I’m incredibly excited to be launching M&S’ first baby club – the proposition we’ve created by remaining laser-focused on what baby – and parents – need, when they need it, is something I wish I had access to when I was a member of the 2am club!”

According to the retailer, M&S is setting its baby club apart by investing in personalised strategies designed specifically for Sparks members, making the experience relevant to both parents and babies.

“The M&S baby club is the first of our special interest clubs for Sparks members, and we have big ambitions to make it the very best baby club in the country by bringing together the very best of M&S – from food, to clothing, to our cafes – and be a one stop shop for the UK’s incredible community of parents,” Sharry Cramond, Director of Loyalty, Food and Masterbrand at M&S, added.