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Sandra Halliday Published
November 8, 2025
Nursery brand Mamas & Papas has released its results for the year to the end of March with sales rising 7.1% to £154.3 million as it opened more UK and overseas concessions and expanded its ranges.
The company said underlying profit rose 27% to £13.2 million with adjusted pre-tax profit surging 33% to £9.1 million.
And it added that it will focus on international expansion, digital development and the further rollout of concessions.
Mamas & Papas said “new and expectant parents flocked to the retailer’s growing estate of stores and concessions” during its latest financial year. Sales across its 36 UK concessions (as of March 2025) in M&S and Next stores 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.
The company sells baby and toddler products and is aiming to “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”.
It opened its biggest ever concessions in Cardiff earlier this year within M&S stores.
Internationally, it has 28 concessions with El Corte Ingles in Spain, MAP Active in Indonesia and Central Department Store Group in Thailand. And more are planned for the year ahead with new and existing partners “to help it tap into demand for British-designed nursery and baby products”.
It has also expanded its product ranges within Christmas gifts and toys and expects this year to be its biggest Christmas trading period yet.
And it added that its “increased focus on more sophisticated data-driven marketing is enabling the brand to identify customers at specific stages of their pregnancy based on due dates to give more tailored support and product advice”.
CEO Nathan Williams said: “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.”