Mamas & Papas reported record sales over the Black Friday and Christmas trading period, as group sales rose 5% year-on-year during the 13 weeks to 29 December 2024.
The nursery retailer recorded an 8% increase in group profit during the same period, driven by strong performances across both UK and international markets.
Retail increased grew 8% overall, bolstered by a 13% uplift during Black Friday due to strong demand for travel systems, nursery furniture, toys, and baby clothes.
The retailer credited much of its growth to its expanding toys and gifts category, particularly the Welcome to the World collection, which includes coordinated toys, accessories, and clothing.
The high street nursery retailer‘s UK market share hit a record 20% in November, according to the latest GfK data. Despite widespread discounting in the retail sector, Mamas & Papas said it maintained higher pricing, contributing to its profit growth.
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The business has also been accelerating its international expansion, with overseas sales soaring 80% during the quarter.
Over the past 18 months, the brand has opened 29 international concessions with partners including El Corte Inglés in Spain, MAP Active in Indonesia, and Central Department Store Group in Thailand.
Looking ahead, the retailer plans to open 20 more locations in 2025 across Spain, South East Asia, and Australia, including a new partnership with leading Australian department store Myer.
CEO Nathan Williams said: “This was another record golden quarter for the brand, with a particularly strong contribution from our bricks and mortar estate.
“We’re also seeing a growing momentum from our overseas business, where we’ve laid excellent foundations over the past 18 months with several key partners in our core markets. This is an important area of expansion for our brand over the next 12 months as demand for our high-quality baby and nursery products continues to grow.
“Whilst the macroeconomic situation continues to weigh heavily on consumer sentiment, the enduring strength of the nursery and baby category and the growing presence of our brand in the UK and overseas gives us a lot of confidence in the year ahead. Meanwhile our growing data capabilities mean we’re better able to tailor support for new and expectant parents and be even more helpful at critical points of their pregnancy journey.”
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