A store coveted by new mums is coming to Lincoln.

Everything an expectant mother needs including stylish maternity clothes will be stocked at the new Mamas & Papas.

The shop has taken units 18 to 20 in Lincoln's St Mark's shopping precinct – formerly occupied by Broughton Shoe Warehouse and Oddbins and will open on April 29.

Michael Armstrong from the Lincoln Business Improvement Group said it was good news for the city.

"Mamas & Papas is coming hot on the heels of Fat Face which shows that Lincoln is attracting some really good quality stores," he said.

"It's companies like this that help to attract other businesses to the area which can only be a good thing and it gives people more choice."

To celebrate the opening, the store will have ten per cent off baby equipment and decor and 20 per cent off all maternity wear.