In the old days you shopped at a variety of stores. Some of them sold cool, funky things and some of them played pumping house music in the background while you were in the changing rooms.

But now, much like your parents before you, you only ever shop in John Lewis. It may not be cool. The soft furnishing section may, frankly, look like a room-set from your Great Aunt Gladys’ house.

But John Lewis is safe. It looks after its staff which makes you feel better about shopping there. It has never knowingly undersold. It has a bra-fitting service. And it sells pretty much everything a growing family could need, from baby bouncers to fridge-freezers.

And crucially – and this is the bit that really counts – it has good changing rooms. You can breastfeed in them, you can change your baby’s nappy, hell you can have a full-on, 20 decibel argument with your partner about which baby bouncer to buy within listening range of at least 10 other mothers. Frankly there is really no need to shop anywhere else ever again, so why bother?

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