M&S has launched its first-ever baby club, available exclusively to members of its Sparks loyalty programme. Called “The Parent Hood”, the club is free to join and offers members the opportunity to save up to £250 each year.

Members joining the baby club will immediately receive 10% off the retailer’s entire range of quality baby grows for 12 months, as well as tailored offers across clothing and home, including maternity and nursing bras, bedding, and brands such as Mamas & Papas. In its food halls, members will receive offers across specialist products from Pampers to Piccolo organic baby food. Director of loyalty, food marketing and masterbrand Sharry Cramond said: “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.”