Toy market news

UK retailer Mamas & Papas eyes licensing and franchising among global growth plans

The British nursery and children’s wear retailer, Mamas & Papas is eyeing international growth, having signed a slate of new overseas partnerships across central and eastern Europe.

The move, according to the firm, arrives amid a surge in international demand for British heritage brands like the Yorkshire-based Mamas & Papas, who has now counted the exploration of licensing partners among its wider global ambitions.

The company, who has headquarters in Huddersfield, and designs and manufactures travel systems, nursery furniture, and children’s clothing, said the new agreements were part of the retailer’s long term goal to be the ‘global nursery brand of choice.’ It added that it was exploring multiple routes to market, from “distributors and agents, to franchisees and licensing partners.”

Mamas & Papas has now signed distribution partners in ten countries, including the likes of Russia, Poland, and the Czech Republic, which have been pinpointed as key markets for the brand. It is also close to signing agreements covering five further countries.

With similar partnerships in the Far East and the Middle East now also on the radar, Mamas & Papas expects to double its overseas sales to the region next year.

The company recently reported strong trading across its store portfolio and online business following the re-opening of non-essential retail in April.