Nursery brand, Mamas & Papas has signed a series of new partnerships with major retailers in SE Asia as part of its ongoing international expansion.
The company has signed multi-store supply agreements with MAP Active, a part of PT Mitra Adiperkasa TBK Group, a lifestyle retailer with over 2,500 stores across major markets in Southeast Asia, and Central Department Store Group, part of Central Retail Corporation in Thailand, a global leader in department stores and luxury retail, with presence in 11 countries and 120 stores globally.
Both retailers will launch with Mamas & Papas’ spring/summer 2024 range. The agreement sees the brand continue its shop-in-shop concept global expansion, showcasing its full nursery offering in dedicated branded space.
Mamas & Papas also confirmed it has recently opened another two locations with El Corte Ingles in Spain, 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, Mamas & Papas signed agreements in Australia with a number of 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 opening a minimum of 20 shop-in-shops by March 2024, with a similar number to be opened by early 2025, as demand grows internationally.
As well as these expansion plans in the APAC regions, Mamas and Papas has also increased its presence in Germany, France, Spain and Italy, through Amazon.
Nathan Williams, ceo of Mamas & Papas, commented: “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.”
