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Forget “Baa Baa Black Sheep.” London’s yummy mummies are humming “Spa Spa Mom’s Treat.” Upwardly mobile mothers are bustling their Bugaboos to Cupcake, a private member’s club and spa that opened in April. Located in Wandsworth—the heart of the city’s “Nappy Valley” (a nappy being a diaper in Britain), the 5,500-square-foot space offers beauty treatments, yoga, babysitting and classes in everything from baby massage to marketing for moms. “Most women now have babies after they’re 30—they have a certain lifestyle and income level,” says Karen Hastings, Cupcake’s managing director, adding people often feel restricted as to where they can go to socialize once they’ve had kids. “They want somewhere lovely to be.” Once strollers are parked at the door, parents and children can enjoy treats at the cafe or take a class together. Elders looking for some “me time” can drop junior at the crèche and take a power nap in the “Sleep Pod.” The four-room spa, a child-free zone, offers massages and facials using Thalgo and Belli products; personal training sessions are also available. Not enough? A “mumcierge” is on hand to help guide parents looking for products, services and information relating to children. Hastings says plans are in the works to open 20 similar clubs in greater London within six years.
Riverside Commercial Quarter, 10 Point Pleasant, Wandsworth Park, London SW18 1GG, 188.8.131.520.2888.
This story first appeared in the May 9, 2008 issue of WWD. Subscribe Today.