Mamas & Papas sales up as expansion continues

The company reported an increase in sales of 7.1% to £154.3m, attributed to new and expectant parents visiting the retailer’s UK and overseas stores and concessions.  

Underlying profit (adjusted earnings before interest, tax, depreciation and amortisation) rose by 27% to £13.2m, with adjusted pre-tax profit up 33% to £9.1m. 

The nursery retailer recorded a 48% increase in sales through its 36 UK concessions with Marks & Spencer and Next, as of March 2024, thanks to six additional destinations and the full-year sales impact from 15 new locations opened in the year prior. 

Mamas & Papas also operates 28 overseas concessions with El Corte Ingles in Spain, MAP Active in Indonesia and Central Department Store Group in Thailand. 

Mamas & Papas is to focus on international expansion, digital development, building its UK market share and continued concessions expansion, to ensure brand accessibility for customers across the UK, it said.

Nathan Williams, CEO of Mamas & Papas, said: “We are extremely proud to be delivering these numbers and what we are achieving with this great brand. Last year we saw the benefits of our investment in the brand and the business, with profitable sales growth from our key retail and e-commerce channels."

As its data capabilities increase, it was increasingly able to tailor support for parents and be even more helpful at critical points of their pregnancy journey, Williams said. "Getting even closer to our customer represents a major area of focus and opportunity as we deliver our purpose to inspire and support parents to be the best they can be.

“We’re also continuing to focus on new international partnerships as we globalise our brand, building on the momentum we’ve already created overseas. And there are still a lot of pins on the UK map where we see huge potential to bring our range to more customers and make us the most accessible brand in our market.” 

For Christmas 2024, the Huddersfield-based company has broadened its product range, offering gifts and toys for sale.