Mamas and Papas expands in South East Asia

Mamas and Papas, the high street nursery brand, has announced a series of new partnerships with retailers in South East Asia as part of its ongoing international expansion.

The company has signed multi-store supply agreements with MAP Active, a part of PT Mitra Adiperkasa TBK Group, a lifestyle retailer with over 2,500 stores across major markets in Southeast Asia, and Central Department Store Group part of Central Retail Corporation in Thailand, a group department stores and luxury retail with presence in 11 countries and 120 stores globally, both of which will launch with the brand’s Spring/Summer 2024 range.

The agreement also sees Mamas and Papas continue its Shop in Shop concept global expansion, showcasing its full nursery offering in dedicated branded space.

It confirmed it has recently opened another two locations with El Corte Ingles in Spain, Madrid and Malaga following a successful trial in Valencia. There are plans to further build on the partnership, as well as further stores in Armenia and the Philippines.

Additionally, earlier this year, the business – which designs, wholesales and retails travel systems, nursery furniture and children’s clothing ranges – signed agreements in Australia with a number of independent retailers in the Sydney and Melbourne areas and plans to expand this significantly in 2024 after a “very strong” reaction to the brand.

The brand has a target of a minimum of 20 new Shop in Shops to be opened by March 2024 with a similar number to be opened by early 2025, as demand for the brand grows internationally.

As well as these expansion plans in the APAC regions the brand has also increased its presence in Germany, France, Spain and Italy through Amazon, building on its Amazon business in the UK.

Nathan Williams, CEO of Mamas and Papas, said: “Demand for premium British designed brands with heritage is strong, especially in the nursery category. The fact we’re signing agreements with the biggest retailers in our target markets is testament to the value we’re creating with our brand.”

“We now have a number of proven models we can use to enter and scale in our chosen markets, working with wholesalers, franchisees, other independent and multiple retailers as well as online platforms. We’re also in discussions with several department stores with a view to rolling out our concession format which has trialled so successfully in the UK.”