The mother-and-baby specialist has opened an eponymous franchise store in Hamburg. It joins retailers including Primark and New Look, which are also targeting the country’s 80 million population and €335 billion (£233.96 billion) retail market, but have yet to make their debuts.
Mothercare chief executive Ben Gordon told Retail Week that he was examining potential for more German shops.
“Often, the first few stores test the market. When we are more confident, we can lay down plans,” he said.
Mothercare has 465 stores in 45 countries. The German shop is clothing-led and is situated in a 2,500 sq ft high street location.
“Historically, Germany has been tricky,” said Gordon. “It is a large market and a mature market. We will see where the dynamics are leading us.”
He said the retailer’s plans to open at least 50 stores a year outside the UK for the foreseeable future will provide “enormous” growth potential.
Mothercare is planning to open stores in new markets including Armenia, Belarus, Kazakhstan and Egypt in the second half of the financial year. Six months ago, it opened two large-format out-of-town stores in Kuwait and Athens.
Mothercare also intends to take Early Learning Centre, which it acquired in May, into more international markets. “We will test different formats and markets,” said Gordon.
In the first half to October 13, Mothercare’s international sales rocketed 21.7 per cent on a like-for-like basis.
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