Belgian maternity and childrenswear retailer Prémaman is to launch in the UK next year, taking on market leaders Mothercare and Mamas & Papas.

The first UK Prémaman will debut in Brighton in February. The chain aims to open 60 UK stores in the next three years via deals with franchise partners.

Prémaman sales and marketing director Colin Murphy said the retailer is targeting the mid-market between Mothercare and Mamas & Papas. “We are a European fashion brand with a broad offer, but not at boutique prices.

“The UK is a very important market for Prémaman. With a rapidly growing population of young dynamic consumers we see huge potential for our brand. The modern parent is looking for a higher quality product that is affordable and has an element of individuality.”

This year, the Belgian retailer and wholesaler opened nine franchised stores in Ireland. Murphy said that current trading in the country was ahead of expectations.

In the UK, Prémaman will strike deals with franchise partners to run multiple sites. MPM Premier Retail owns the master franchise for the company in the UK and Ireland. In addition to Brighton, it has earmarked sites in Sussex and Kent.

Prémaman has 300 outlets in 36 countries, with 160 sites in Belgium alone.