St David’s Cardiff launches baby feeding collaboration with Fraupow

St David’s has partnered with leading baby feeding experts, Fraupow, to enhance its baby feeding spaces at the shopping centre as part of a new programme to improve the experience for shopping parents and provide the ultimate family day out.

The shopping centre has collaborated with Fraupow to provide more functional, family-friendly areas for parents to relax while feeding and spending time with their young children.

New amenities include complimentary access to ecofriendly reusable breast pads, electric bottle warmers, supportive feeding cushions and signage with free access to virtual midwife support for pregnancy and postpartum advice. 

The collaboration with Fraupow is part of a wider initiative from St David’s owner, Landsec, to create the ultimate day out for families visiting their shopping centres. Following guest feedback, this will see Landsec enhance the experience for families with upgraded spaces to take a break,  family-friendly dining and memorable events for all ages to enjoy.

Helen Morgan, Centre Director at St David’s, said: “We’re consistently looking at new ways to surprise our guests, attract new visitors and go above and beyond what people expect from a day out at a shopping centre.

“Families make up such a big part of our visitors, and we know from our guest research that they need practical and comfortable spaces to support their day out. This new collaboration with Fraupow will ensure our spaces are helpful, welcoming and enjoyable for the whole family to have a great experience, every time they visit.”

Sunita Boyes, Founder and Managing Director of Fraupow said: “Fraupow is all about supporting parents and caregivers with confidently and comfortably feeding their children. We offer a number of virtual support services, and we wanted to turn this into something tangible to help parents in the real world.

“We are delighted to have joined forces with St David’s to enhance the guest experience and hope that families visiting here will enjoy one of the best retail baby feeding areas in the region.”