Mamas & Papas sees double digit sales growth in run-up to Christmas

In the 13 weeks to 25 December 2016, like-for-like sales grew by 11 per cent. ‘Black Friday’ on 25 November beat the previous best online sales day by 29 per cent, while the following Sunday saw record takings at Mamas & Papas’ 32 UK stores, helped by the launch of the new Ocarro stroller.

In the year so far, like-for-like store sales are up 10 per cent, with online 13 per cent higher.

However, the Huddersfield-based firm warned over a “tough retail climate” with economic growth set to slow.

Jonathon Fitzgerald, Mamas & Papas’ chief executive, said: “These are encouraging results and show that our investment in new formats, new product launches and in digital is really paying off.”

Strong sales growth was also driven by a rise in personal shopping, which now accounts for ten per cent of UK store sales, up from just one per cent a year ago. On average, a personal shopper spends £800 per visit.

Mr Fitzgerald said: “The growth we’ve seen in personal shopping is particularly pleasing.

“Our customers really value good service so we’ve created and curated rich, in-store experiences that encourage parents-to-be to come to us for tailored advice on everything from nursery design and sleep tips to advice on nutrition and wellbeing.”

Mamas & Papas recently opened three new concept stores, including one in an area of Battersea known as London’s ‘Nappy Valley’ due to its high concentration of affluent young families. The business is actively looking to open another 15 new outlets, half of them inside the M25.

As well as showcasing some of the brand’s signature products, the new concept stores also host regular events such as ‘bump sessions’ for mums-to-be, and pre and post-natal nutritional talks for parents.

Derek Lovelock, chairman of Mamas & Papas, said: “In a tough retail climate, our team has successfully completed the turnaround phase at pace, returned the business to growth and profit, and re-positioned Mamas & Papas as the nursery brand for millennial parents.

“With economic growth likely to slow and uncertainty over the course and outcome of Brexit set to continue, trading conditions are unlikely to improve much in 2017, but we can look forward to the future with confidence and cautious optimism.”

Mamas & Papas is backed by private equity firm BlueGem Capital Partners.

Accounts filed at Companies House show that in the 52 weeks to 27 March 2016, operating profits at the holding company, which includes franchised international operations, nearly quadrupled to £5.5m.