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Nigel TAYLOR Published
October 10, 2025
Mamas & Papas has announced a series of new partnerships with major retailers in South East Asia as part of an impressive international expansion programme.
The UK nursery products retailer has signed a multi-store supply agreement with lifestyle retailer MAP Active, which operates over 2,500 stores across major markets in Southeast Asia. A similar agreement has also been agreed with Central Department Store Group, part of Central Retail Corporation in Thailand, which operates department stores and luxury retail in 11 countries and 120 stores globally.
Both agreements will begin with the launch of Mamas & Papas' SS24 range. The agreements also see the brand’s continuation of its shop-in-shop concept global expansion, showcasing the retailer’s full nursery offer in dedicated branded spaces.
The latest partnerships add to an existing agreement with the El Corte Ingles department store in Spain, recently opening another two locations in Madrid and Malaga following a successful trial in Valencia.
There are plans to build on this partnership, as well as further stores in Armenia and the Philippines, Mamas & Papas said.
Earlier this year, the business signed agreements in Australia with a number of major independent retailers in the Sydney and Melbourne areas and it plans to expand this “significantly" in 2025 “after a very strong reaction to the brand”.
The brand has targeted opening of a minimum of 20 shop-in-shop units by next March with a similar number to be opened by early 2025, “as demand for the brand grows internationally”.
As well as these expansion plans in the APAC region, the brand has also increased its presence in Germany, France, Spain and Italy through Amazon, building on its Amazon business in the UK.
Nathan Williams, CEO of Mamas & Papas, said: “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 testament to the value we’re creating with our brand.”
He added: “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.”