// Mamas & Papas signs distribution partners and agents in a total of 10 countries across central & eastern Europe
// It is also close to singing agreements covering a further five countries in the Balkan Peninsula
// Mamas & Papas plans to double overseas sales to the region over the next year
Mamas & Papas has unveiled plans to step up its international growth after signing new overseas partnerships across Central and Eastern Europe.
The Huddersfield headquartered nursery and kidswear brand and retailer said the agreements were part of its long-term ambition to build Mamas & Papas into the “global nursery brand of choice”.
Mamas & Papas, which already sells in multiple European markets, has signed distribution partners and agents in a total of 10 countries, including key markets of Russia, Poland and The Czech Republic.
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It is also close to singing agreements covering a further five countries in the Balkan Peninsula and was exploring similar partnerships in the Far East and Middle East.
The company said it planned to double overseas sales to the region over the next year.
“There has always been strong overseas demand for British heritage brands like Mamas & Papas and our products have sold successfully in a number of markets for decades,” international general manager Johan Meyfroidt said.
“As we step up our global ambitions, we’re exploring multiple routes to market, from distributors and agents to franchisees and licensing partners.
“What works in Poland may not work in Malaysia, so it’s important we have the agility to tailor our approach to suit local market dynamics.”
Mamas & Papas chief executive Mark Saunders said: “Our international strategy is about scaling our presence in new and existing overseas markets at pace but also at low cost, helping us meet increasing global appetite for our design-led products, especially in those territories with increasingly affluent populations.
“Post-Brexit, it’s important that UK firms think globally about their growth and take full advantage of the enduring appeal of British brands.”
He added: “We’re also continuing to expand our presence in our core UK market, both through our online business and our standalone stores and Next concessions.”
Mamas & Papas recently reported strong trading across its store portfolio and online business following the reopening of non-essential retail in April.