The Mamas & Papas brand has been built on family values; quality, safety, comfort and confidence. Its ongoing responsibility to champion the customer and ensure they are at the forefront of everything it does has stood it apart from other nursery retailers.
Allen Hill, Director of International Business Development, tells us more about the brand.
He said: “Thirty years experience within the industry has enabled Mamas & Papas to build a reputation for customer excellence and award-winning products. We continually strive to be a world class brand that challenges expectations and delivers only the very best for our customers.
“The Mamas & Papas brand experience translates extremely well across all markets and cultures. Whatever our customer’s cultural background, having a baby is a very important event and families want to surround their child with the very best in quality, safety, and design.
“The Mamas & Papas experience is the same whether you shop in the UK, or in one of our international stores. Our vision to become ‘The World’s Favourite Nursery Brand’ says it all.”
The market-leading brand operates via 50+ Mamas & Papas stores and through independent nursery specialist retailers. It also trades across many key international territories via Mamas & Papas franchised stores, distributors, online and selling direct to Babies R Us in the USA.
Hill adds: “We are always looking at new and existing territories domestically and internationally and responding to the local needs, wants and desires of our customer base.
“We now have an international brand presence in over 40 markets and this is set to grow significantly in the coming years.”
So far during the first half of 2011, Mamas & Papas has concluded agreements to bring its brand to Hungary, Poland, Bulgaria, South Korea, Mexico, Chile, Hong Kong and Macau.
"We also look forward to successfully concluding franchise and distribution agreements with new partners across new markets in Europe, the Middle East and in Africa later this year,” added Hill.
“We see significant growth potential for the brand across the BRIC markets - Brazil, Russia, India, and China - and we are in negotiations with a number of companies across these territories.”
Mamas & Papas are also in discussions with companies in Europe, Asia, Eurasia, the Middle East and Far East as it continues to focus on its rapid international expansion strategy.
Hill said the ideal location to open a Mamas & Papas store depends upon the retail formats from one market to another.
“Ideally, we would plan to launch in a new market via a 600+ sqm flagship store where we can showcase our extensive product range in full, to create maximum awareness of the brand. However, in some retail markets store concepts are much smaller and we would therefore launch via more than one store in a certain catchment area."
For the full article, please see the July/August 2011 issue.
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