Mamas & Papas has seen record sales and a surge in profits following a programme of expansion in the UK and abroad.
The nursery retailer posted a 7.1% sales rise from £144.1m to £154.3m for the 12 months to March 31, 2024. Mamas & Papas’ key profit measure, underlying profit, rose by 27% to £13.2m up from £10.2m last year, while adjusted pre-tax profit grew by 33% to £9.1m from £6.8m.
The retailer has been steadily expanding the number of in-store concessions it operates with department store retailers M&S and Next, adding six new concession locations this year on top of the 15 that opened last year.
Mamas & Papas now runs 36 concessions in the UK and saw sales from the division grow by 48% during the year.
The retailer also pointed to the expansion of its overseas business as a source of healthy growth, and said demand was growing for British baby and nursery products from shoppers abroad. It now operates 28 in-store concessions with major retailers in Thailand, Spain and Indonesia, with more planned for the year ahead.
Digital development was also cited as a growth driver, and an increased focus on data-driven marketing had enabled it to “identify customers at specific stages of their pregnancy based on due dates, to give more tailored support and product advice”.
Mamas & Papas chief executive Nathan Williams said: “We are extremely proud to be delivering these numbers and what we are achieving with this great brand. Last year, we saw the benefits of our investment in the brand and the business, with profitable sales growth from our key retail and ecommerce channels.
“What is really exciting is that as our data capabilities increase, we’re increasingly able to tailor support for parents and be even more helpful at critical points of their pregnancy journey. Getting even closer to our customer represents a major area of focus and opportunity, as we deliver our purpose to inspire and support parents to be the best they can be.”
“We’re also continuing to focus on new international partnerships as we globalise our brand, building on the momentum we’ve already created overseas. And there are still a lot of pins on the UK map where we see huge potential to bring our range to more customers, and make us the most accessible brand in our market.”
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