M&S launched the new baby line this week

M&S launched the new baby line this week

UK retailer Marks & Spencer is hoping to tap into the GBP1.3bn (US$2.1bn) baby product market with the launch of a new brand including eight baby lines and a maternity collection.

M&S Baby launched this week and comprises a stand-alone format in six major stores and online, supported by a catalogue.

The range is built around "seven key moments", with baby products aimed at newborns to 24 months. It includes: M&S's first maternity-wear range, comprising a 12-piece collection for AW14, newborn clothing; a clothe line ranging from sleepsuits to mix-and-match outfits; baby baths, towels and toys; baby equipment such as highchairs and feeding accessories, and a range of toys and books.

Stephanie Chen, director of kidswear & home at M&S said: "Under M&S Baby we've put together a range that reflects the exceptional quality and safety standards our customers expect - complemented by a careful edit of the leading specialist baby brands in the market."

All products will be displayed in-store within room-set layouts and a dedicated online M&S Baby section also comprising editorial features, advice and new parent checklists.