High street nursery brand Mamas & Papas, following a successful year of trade due to its partnerships with M&S and Next, has reported another surge in sales over the festive season.
The Huddersfield-based company today announced record sales during this year’s Golden Quarter, particularly in its UK and international markets, as reported by City AM.
It revealed plans for an additional 20 locations in the new year “to help it tap into growing demand for its branded ranges”. Group sales rose by five per cent in the 12 weeks leading up to 29 December, with retail sales also seeing an eight per cent increase.
This figure jumped to 13 per cent during Black Friday week. The company’s market share also reached a record high, peaking at 20 per cent in November.
Nathan Williams, CEO of Mamas & Papas, said: “This was another record golden quarter for the brand, with a particularly strong contribution from our bricks and mortar estate,” He added: “We’re also seeing a growing momentum from our overseas business, where we’ve laid excellent foundations over the past 18 months with several key partners in our core markets. ” “This is an important area of expansion for our brand over the next 12 months as demand for our high-quality baby and nursery products continues to grow.”
In November, Mamas & Papas reported a revenue of £154.3m for the 12 months ending 31 March 2024, an increase from the £144.1m it achieved in the previous year.
It reported a 48 per cent surge in revenue, bolstered by sales across its 36 concessions with M&S and Next, which was attributed to six new sites and the annual sales influence of 15 locations launched in the prior year. The company’s aggressive international expansion strategy has resulted in the launch of 29 overseas stores over the previous 18 months.
Williams commented: “Whilst the macroeconomic situation continues to weigh heavily on consumer sentiment, the enduring strength of the nursery and baby category and the growing presence of our brand in the UK and overseas gives us a lot of confidence in the year ahead.”
He further noted: “Meanwhile our growing data capabilities mean we’re better able to tailor support for new and expectant parents and be even more helpful at critical points of their pregnancy journey.”
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