Mamas & Papas, which designs, wholesales and retails travel systems, nursery furniture and children’s clothing ranges, has confirmed a series of new partnerships with major retailers in Southeast Asia as part of its ongoing international expansion.

The company has signed a multi-store supply agreement with MAP Active, part of PT Mitra Adiperkasa TBK Group, a leading lifestyle retailer with over 2,500 stores across major markets in Southeast Asia.

Also, Central Department Store Group, part of Central Retail Corporation in Thailand, a global leader in department stores and luxury retail with a presence in 11 countries and 120 stores globally. The agreements see Mamas & Papas continue the global expansion of its Shop in Shop concept, showcasing its full nursery offering in dedicated branded space.

Both partnerships will launch with the brand’s spring/summer 2024 range.

Mamas & Papas has also recently opened another two locations in Spain – Madrid and Malaga – with El Corte Ingles, following a successful trial in Valencia. Plans are to continue building on this partnership, including further stores in Armenia and the Philippines.

Elsewhere, the business signed agreements in Australia earlier this year with several major independent retailers in the Sydney and Melbourne areas. Plans are to expand this significantly in 2024. As well as these expansion plans in the APAC regions, Mamas & Papas has also increased its presence in Germany, France, Spain and Italy through Amazon, building on its Amazon business in the UK.

The brand has a target of opening a minimum of 20 new Shop in Shops by March 2024 and a similar number by early 2025.

Commenting on the developments is Nathan Williams, CEO of Mamas & Papas. “Demand for premium British-designed brands with heritage is strong, especially in the nursery category. The fact we’re signing agreements with the biggest retailers in our target markets is a testament to the value we’re creating with our brand.

“We now have a number of proven models we can use to enter and scale in our chosen markets, working with wholesalers, franchisees, other independent and multiple retailers, as well as online platforms. We’re also in discussions with several department stores with a view to rolling out our concession format which has trialled so successfully in the UK.”