Mamas & Papas outlines ambitious expansion plans

Childrenswear retailer Mamas & Papas is eyeing expansion into Australia and western Europe, ahead of re-entering the US market.

The business will be expanding into a number of independents in Sydney and Melbourne next month, which will stock Mamas & Papas products on a wholesale basis, reported Drapers.

It will be converting a holding warehouse in China into a replenishment warehouse for the APAC region in order to facilitate the Australian expansion.

Mamas & Papas is also in talks with potential stockists in Germany and the Netherlands, before looking to return to the US market in the next 18 months.

The company has been busy building its concession model in the UK – it now has 25 Next ‘shop in shops’, as well as three in M&S and one in Arnotts in Dublin.

This is supplemented by 22 standalone Mamas & Papas stores in the UK and 25 franchise stores in Kuwait, Bahrain and the United Arab Emirates – which account for 75% of international sales. It also has a presence in other regions including Israel, Turkey and Korea.

Nathan Williams, who was promoted to ceo of the business in January, told Drapers that Mamas & Papas is looking to open another five to 10 concessions in the next two to three years, mainly in the south of England.

Nathan said the lockdown restrictions of 2020 allowed Mamas & Papas to “pause and recalibrate” its business strategy and grow its digital presence. Online sales now account for 40% of the brand’s total sales.

“In the last 12 months in particular, we have taken the time to really understand what it is that we are here to do, what is our purpose,” he commented.

MORE NEWS
Copy of Progressive Preschool featured image (88)
 
Sensory baby essentials supplier, Etta Loves has announced it is now officially B Corp certified....
GracoFamilyMatters500x500
 
Graco UK has launched a new Family Matters campaign after research it carried out with Mother&Baby and First Time Mums to understand how the cost-of-living crisis is affecting homes with very young children....
GruffaloTeamGB500x500
 
Magic Light Pictures has revealed a new collaboration with Team GB to create a multi-layered Gruffalo and Friends x Team GB summer activation....
Copy of Progressive Preschool featured image (83)
 
The TRVL lx is a compact, lightweight stroller for everday adventures and the newest addition to the TRVL range....
HeyDuggeeSolstice500x500
 
BBC Studios Kids & Family has unveiled a new Hey Duggee episode ‘The Carrot Badge’, set to premiere on CBeebies on 28 June....
Copy of Progressive Preschool featured image (82)
 
The renowned consumer review platform has put pushchairs and travel systems through their paces and compiled its top 16....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.