Mamas & Papas Christmas sales buoyant after record Black Friday

By

Barbara Santamaria

Published
Jan 4, 2017

UK nursery and maternity retailer Mamas & Papas saw a surge in business over the Christmas trading period as it recorded an 11% rise in like-for-like sales in the 13 weeks to 25 December.

The growth was fuelled by a record Black Friday, which delivered a 29% rise in online sales on its previous record, as well as investment in new formats and products, and a rise in personal shopping.

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

The launch of the new Ocarro stroller boosted sales across Mamas & Papas’ 32 UK stores, said the company, as well as its personal shopping service, where staff help customers throughout their visit. Personal shopping now accounts for 10% of UK store sales, and customers aided by personal shoppers spend on average £800 per visit.

In the year to date, the brand’s like-for-like store sales have increased 10%, while online has seen a 13% rise.

The results come as the retailer completes its turnaround phase, which has seen its number of stores dramatically decline and the repositioning of the label as the nursery brand for Millennial parents.

Mamas and Papas opened three new concept stores in England in the past year, including new spaces in Westfield London, Speke and Battersea, London. The boutique on Northcote Road, Battersea, offers clothing, baby equipment, furniture, and pre/post-natal yoga classes, nutritional advice and workshops.

According to recently filed documents, Mamas and Papas saw operating profits, including franchised international operations, nearly quadruple to £5.5 million in the year to 27 March 2016. This compares with a £1.4 million increase a year earlier.

Like-for-like retail sales increased 20% in the period, with online growing 12% to £20.7 million. Meanwhile, the brand’s British business reported a 7.4% decline to £99.8 million as a result of the store closure programme.

Derek Lovelock, chairman, commented: “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.”