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UK nursery and kidswear chain plans Asian expansion

UK nursery and kidswear retailer Mamas & Papas says it is eyeing expansion into Asia as part of a broader plan to become the “global nursery brand of choice”. 

The company, which sells products under its own brand and others’, has signed distribution agreements with partners and agents in 10 central and eastern European countries in recent months and international GM Johan Meyfroidt told the Retail Gazette that the company is exploring similar partnerships in the Far East and the Middle East.

“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,” he 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.”

Ahead of any Asian push, Mamas & Papas is working on agreements with partners in another five countries in Europe. It plans to double international sales within a year.

“Our international strategy is about scaling our presence in new and existing overseas markets at pace but also at low cost, helping us meet the increasing global appetite for our design-led products, especially in those territories with increasingly affluent populations,” said CEO Mark Saunders, in the Retail Gazette report.

“Post-Brexit, it’s important that UK firms think globally about their growth and take full advantage of the enduring appeal of British brands.”

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