High street nursery brand Mamas & Papas has announced a series of new partnerships with major retailers in South East Asia as part of its ongoing international expansion.
The Huddersfield company has signed a multi-store supply agreement with MAP Active, which forms part of the PT Mitra Adiperkasa TBK Group, a leading lifestyle retailer with over 2,500 stores across major markets in Southeast Asia.
It has also sealed a deal with with Central Department Store Group, which is part of Central Retail Corporation in Thailand, a global leader in department stores and luxury retail with a presence in 11 countries and 120 stores. Both companies will launch with the brand’s Spring/Summer 2024 range. The agreement sees Mamas & Papas continue its ‘shop in shop’ concept expansion, showcasing its full nursery offering in dedicated branded space.
The company also confirmed it has recently opened another two locations with El Corte Ingles in Spain, in Madrid and Malaga, following a successful trial in Valencia. There are plans to further build on this partnership, as well as further stores in Armenia and the Philippines.
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 major 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 of next year, with a similar number to be opened by early 2025, as demand for the brand grows internationally. Mamas & Papas is also ramping up its presence in Germany, France, Spain and Italy through Amazon, building on its Amazon business in the UK.
Nathan Williams, CEO of Mamas & 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.”
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