Christmas trading puts Mamas & Papas on track for record year

Mamas & Papas has reported a 17% increase in sales for the 13 weeks to 31 December 2023, putting the high street chain on track for a record year. 

As a result, the children's brand now expects to deliver record-breaking turnover and profits for the year ending March 2024.

Mamas & Papas credited its recent success to Black Friday, having provided a "significant trading momentum heading into the crucial Christmas period", with both its digital business and stores setting new records in the season’s key trading week.

The brand's growing network of stores and concessions across the UK also delivered better-than-expected sales, whilst its online business increased 20% over the 13 weeks.

Its UK retail estate now includes 34 ‘store in store’ concessions with partners NEXT and Marks & Spencer, as well as Arnotts in Ireland, with plans to open further locations throughout 2024.

Nathan Williams, CEO of Mamas & Papas, said: "We are incredibly proud of our performance and hugely grateful to all of our teams who have made this happen.

"Last year, despite a challenging inflationary environment, we backed our strategy and continued to invest in the brand and the business for both long-term sales and profit growth.

"That approach is bearing fruit in the current year, with an excellent performance from our revamped digital business and expanded store estate.

"We’re looking forward to building on the momentum we’re currently seeing into the next year, expanding our presence both in the UK and overseas as the category leader in nursery and baby products and a purpose-led platform which champions parents and the planet."