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Mamas & Papas on course for record-breaking financial year

Chloe Burney
04 January 2023

British nursery and childrenswear brand Mamas & Papas is on course for a record-breaking financial year after impressive trading during the holiday season.

Mamas & Papas, which was founded over 40 years ago, sells a range of British-designed products including nursery furniture and interiors, pushchairs, clothing, equipment, and toys.

The Huddersfield-based company reported year-on-year sales grew 16% in the two months leading up to Christmas day. The business also registered a record-breaking Black Friday with 30 of its 52 stores hitting best-ever sales.

Its best-performing category over the period was children’s clothing, which was up 43% on the prior year, followed by toys and gifts, which increased 27%.

Mamas & Papas commented: “In a sign of a rebounding high street, store-based sales grew 27% driven by double-digit like-for-like sales and new store openings.”

During 2022, the British retailer also opened 15 concessions with NEXT, as well as two concessions with Marks & Spencer.

Mark Saunders, CEO of Mamas & Papas, said: “We’re delighted to be reporting such a strong performance as we head for a record-breaking financial year. Our digital business made a positive contribution, but footfall and store-based sales significantly surpassed pre-pandemic levels over the Black Friday and Christmas trading period, which is a clear sign of Britain’s love of the high street.

“Despite the ongoing cost of living challenges for many customers, we’re continuing to see the resilience across all product categories in the nursery market, where we’re now achieving a 17% share."

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