// Year-on-year sales rose 16% in the eight weeks to 25th December at Mamas & Papas
// The retailer said it will continue its growth strategy for 2023, including more Next and Marks & Spencer concessions
Mamas & Papas saw year-on-year sales grow 16% in the eight weeks to 25 December as shoppers flocked to its stores during the crucial festive trading period.
The high street nursery retailer had its best-ever trading day on Black Friday with 30 of its 52 stores setting new records.
Store-based sales at the business grew 27%, driven by double-digit like-for-like sales and new store openings.
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Last year it opened a total of 15 concessions under its partnership with Next, along with two new concessions with Marks & Spencer.
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 jumped 27%.
Mamas & Papas chief executive Mark Saunders 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.
“In 2023 we are building on this momentum by continuing to invest in our growth strategy, meaning that customers will see even more concessions opening with NEXT and Marks & Spencer.
“We’re also developing new brand partnerships and product launches while increasing investment in our communities and colleagues through our ESG agenda.”
He added: “Whether it’s through our website or in-store, our goal continues to be the most accessible nursery brand with an unrivalled commitment to our customers.”
Earlier this year, Mamas & Papas introduced a new circularity strategy to help reduce the amount of clothing sent to landfill each year, including a new store-based take-back scheme under its partnership with charity Oxfam.
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