​Mamas & Papas secures wider European distribution deals in global push

By

Nigel TAYLOR

Published
Jul 9, 2021

Mamas & Papas wants to become the “global nursery brand of choice”. To this end, the company’s widening its European footprint, signing new partnerships across Central and Eastern Europe. Similar deals in Asia and the Middle East are expected to follow.

The designer and manufacturer of childrenswear, travel systems and nursery furniture, has signed distribution partnerships and agencies in 10 countries, including the key markets of Russia, Poland and The Czech Republic. It’s also close to signing agreements covering a further five countries in the Balkan Peninsula, it added.

The Business Desk reported Johan Meyfroidt, International GM at Mamas & Papas, saying: “There has always been strong overseas demand for British heritage brands like Mamas & Papas and our products have sold successfully in a number of markets for decades.

"As we step up our global ambitions, we’re exploring multiple routes to market, from distributors and agents to franchisees and licensing partners. What works in Poland may not work in Malaysia, so it’s important we have the agility to tailor our approach to suit local market dynamics”.

CEO Mark Saunders added: “Our international strategy is about scaling our presence in new and existing overseas markets at pace but also at low cost, helping us meet increasing global appetite for our design-led products, especially in those territories with increasingly affluent populations. 

“Post-Brexit, it’s important that UK firms think globally about their growth and take full advantage of the enduring appeal of British brands.”

Not forgetting its core UK market, Saunders also noted its plan to expand domestically, “both through our online business and our standalone stores and Next concessions”.