Mama and Papas CEO to step down amid fresh growth plans
The company said its new strategy would centre on building brand equity, accelerating global roll-out and making greater use of digital marketing and customer data
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Mamas and Papas has announced that its chief executive officer, Nathan Williams, is to step down after seven years in the role, as the nursery brand sets out a new strategy focused on overseas expansion and digital investment.
Williams, who joined the business in 2017, will remain in post while a successor is recruited. He led the company through a period of turnaround and growth, including the development of UK concessions, international partnerships and purpose-led initiatives.
The Huddersfield-based company said its new strategy would centre on building brand equity, accelerating global roll-out and making greater use of digital marketing and customer data. It also aims to consolidate its 20% share of the UK nursery market through a multi-channel approach across stores and online.
Chief financial officer Sarah Ashby has been promoted to chief operating officer and will lead the business in the interim.
Meanwhile, Steve Parkin, former chief executive of Mayborn Group, has been named chairman. Parkin has advised the board in recent months and will support the delivery of the new plan. He brings international experience from his time overseeing the Tommee Tippee brand.
Williams said: “It has been a privilege to lead Mamas and Papas through an exciting period of growth and transformation. I am immensely proud of what the team has achieved, and I look forward to watching the brand continue to thrive.”
Parkin added: “Nathan has led the business through a significant and lasting transformation over the past seven years and built an excellent foundation, which is where our new strategic plan will now focus.
“Since joining the company as CFO less than two years ago, Sarah has already played a pivotal role in its success and we’re excited about her role in the new strategic plan as COO.”
The company, backed by private equity firm BlueGem, reported sales of £154.3m for the year to 31 March 2024 – a rise of 7.1% on the previous year.
Founded in 1981 by David and Luisa Scacchetti, Mamas and Papas designs and retails pushchairs, car seats, nursery furniture, toys and baby clothing. It operates more than 60 UK stores, including 40 concessions in Marks and Spencer and Next. International partners include El Corte Inglés in Spain, MAP Active in Indonesia, Central Department Store Group in Thailand and Myers in Australia.
