Mamas & Papas, the prestigious UK nursery products retailer, is on an impressive international expansion trajectory. The company has recently forged strategic alliances with major retailers in South East Asia and other key regions.

Mamas & Papas has signed a multi-store supply agreement with MAP Active, a lifestyle retail powerhouse with a network of over 2,500 stores in Southeast Asia. Additionally, a similar agreement has been reached with Central Department Store Group, a part of Central Retail Corporation in Thailand, known for its extensive presence in 11 countries and 120 stores worldwide.

These groundbreaking agreements are set to commence with the introduction of Mamas & Papas’ SS24 range. The brand also continues to champion the ‘shop-in-shop’ concept, expanding globally by showcasing its full range of nursery products within dedicated branded spaces.

These exciting developments build upon an existing partnership with El Corte Ingles department store in Spain, where Mamas & Papas has successfully opened additional locations in Madrid and Malaga after a prosperous trial in Valencia. Further expansion is planned for Armenia and the Philippines.

Earlier this year, the company solidified agreements in Australia, collaborating with several prominent independent retailers in Sydney and Melbourne, with plans for substantial expansion in 2024 due to a highly positive reception.

Mamas & Papas has set a goal to establish a minimum of 20 ‘shop-in-shop’ units by next March, with a similar number slated for launch by early 2025, reflecting the burgeoning global demand for the brand.

In addition to its burgeoning presence in the APAC region, the brand is intensifying its footprint in Germany, France, Spain, and Italy through Amazon, building upon its successful Amazon business in the UK.

Nathan Williams, CEO of Mamas & Papas, emphasized the robust demand for premium British-designed brands with heritage, particularly in the nursery category. He noted that their collaborations with major retailers in target markets underscore the value they bring with their brand.

Williams expressed further optimism, stating, ‘We now have a range of proven models to enter and scale in our chosen markets, collaborating with wholesalers, franchisees, other independent and multiple retailers, as well as online platforms. We’re also in discussions with several department stores to roll out our successful concession format, which has made waves in the UK.

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