Mamas & Papas has linked up with major retailers in South East Asia as part of its ongoing international expansion plans.
The nursery brand has signed multi-store supply agreements with Indonesian lifestyle retailer MAP Active and luxury retailer Central Department Store Group – part of Central Retail Corporation in Thailand.
Both partners will launch with Mamas & Papas spring/summer 2024 range and showcase the brand’s full nursery offer in a dedicated branded ‘Shop in Shop’ space.
Mamas & Papas also secured two more locations with Spain’s El Corte Ingles, in Madrid and Malaga, following a successful trial in Valencia. The retailer said it had plans to expand on the partnership, as well as further stores in Armenia and the Philippines.
It has also made progress with its international expansion, having signed agreements with a number of major independents in Australia, and increased its presence in Germany, France, Spain and Italy via Amazon.
Mamas & Papas chief executive Nathan Williams said: “Demand for premium British-designed heritage brands is strong, especially in the nursery category. The fact we’re signing agreements with the biggest retailers in our target markets is a testament to the value we’re creating with our brand.”
He added: “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 discussion with several department stores with a view to rolling out our concession format which has trialed so successfully in the UK.”
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