Mamas and Papas sales hit ‘record’ £154m in FY24

Mamas and Papas has reported record sales of £154.3m, up 7.1%, for the 12 months to 31st March 2024. Sales across its 36 UK concessions with M&S and Next grew 48% in the period thanks to six additional destinations as well as the full-year sales impact from 15 new locations opened in the prior year. Meanwhile, underlying profit also grew 27% to £13.2m, with adjusted pre-tax profit up 33% to £9.1m. The Huddersfield-based company, which designs and sells travel systems, nursery furniture and baby products, said it would continue to fill gaps in its retail estate to make the brand more easily accessible to customers across the UK and build its market share, which has more than doubled over the last four years. The company opened its biggest ever concessions in Cardiff earlier this year within Marks and Spencer stores, benefitting from the retailer’s footfall whilst providing a full baby and nursery range for its customers and access to its in-store advisors. The retailer, founded by husband-and-wife duo David and Luisa Scacchetti in 1981 with a single store in Huddersfield, has also expanded its product ranges within Christmas gifts and toys, with the business set for its biggest Christmas trading period yet. The company, which employs around 1,000 people, also said its increased focus on ESG commitments, was helping it win new customers. Last year, it expanded its “Loved for Life” initiative, which provides services to reuse, refresh or recycle items such as pushchairs and baby clothes, as part of its circularity plan. Almost 500 preloved pushchairs have been sold since April this year. In October, it launched a new partnership with Tommy’s, the UK’s leading pregnancy research charity, which includes awareness training for all in-store and customer care colleagues delivered by Tommy’s midwives. Nathan Williams, chief executive officer of Mamas and Papas, said: “We are extremely proud to be delivering these numbers and what we are achieving with this great Brand. Last year we saw the benefits of our investment in the brand and the business, with profitable sales growth from our key retail and e-commerce channels. “What is really exciting is that as our data capabilities increase, we’re increasingly able to tailor support for parents and be even more helpful at critical points of their pregnancy journey. Getting even closer to our customer represents a major area of focus and opportunity as we deliver our purpose to inspire and support parents to be the best they can be.”