British retail major Marks & Spencer (M&S) has launched its new maternity brand, M&S Baby brand.

The new M&S Baby brand is a combination of a new maternity collection with an edited selection of eight best-selling baby product brands and extends its childcare range to newborns and very young children.

The launch is part of the retailer’s aim to extend its childcare range to newborns and very young children.

The first standalone format is aimed at newborns to 24 months. It will be launched in six major stores and on

The range has been built around seven key parts of a baby’s needs: bathe, sleep, feed, newborn, maternity, play and clothing. It will sell items such as high chairs and travel bags.

M&S Baby brand launch follows the success of M&S’s first-ever baby food range, Tiny Tastebuds, in April.

M&S kidswear and home director Stephanie Chen was quoted by Retail Week that: "As a new parent or grandparent you want to feel confident you’re making the right purchases – but the volume of choice can feel overwhelming. Customers have told us they want to turn to a trusted retailer to help them navigate the options.

"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."