Nursery brand’s new strategic plan to focus on investment in the Mamas & Papas brand, leveraging its digital and data capabilities and increasing international presence with Sarah Ashby promoted to COO, former Mayborn Group CEO Steve Parkin announced as Chairman and new CEO appointment underway as Nathan Williams steps down
Mamas & Papas has announced a new strategic growth plan alongside a new and expanded leadership team.
The Huddersfield based company, which designs and retails an expanding range of pushchairs and prams, car seats, nursery furniture, toys and baby clothes, said it planned to invest significantly in building the Mamas & Papas brand, leverage its customer data across its digital marketing and accelerate its international roll-out to deliver its ambition. It also plans to continue consolidating its position in the UK market, where it has a 20% share, through its multi-channel store and online model.
Backed by private equity firm BlueGem, the business announced an expanded Board and Leadership Team to deliver the new strategy.
After seven years at Mamas & Papas, Chief Executive Officer Nathan Williams will step down to pursue non-executive and advisory opportunities after a career spanning almost 30 years in senior management. During his tenure, Williams oversaw the build of a significant UK concessions business, international partnerships and the brand’s purpose-driven initiatives. The company said recruitment of a new CEO was underway and would be announced shortly.
In the interim, Chief Financial Officer Sarah Ashby has been promoted to Chief Operating Officer and will lead the business until the new CEO is in post.
In addition, Steve Parkin will chair the business and lead the development of our new strategic plan, supporting Sarah in its implementation. A former CEO of Mayborn Group – the company behind the global Tommee Tippee brand – Parkin brings extensive experience in scaling international businesses in the nursery sector.
Commenting on the announcement, Steve Parkin, Chairman of Mamas & Papas, said: “I’ve been supporting the Board behind the scenes in an advisory capacity over the past few months. During that time, I’ve come to both admire the business that the team has built and be excited by the potential we have to scale further at home but in particular overseas. Nathan has led the business through a significant and lasting transformation over the past seven years and built an excellent foundation, which is where our new strategic plan will now focus.
He added: “Since joining the company as CFO less than two years ago, Sarah has already played a pivotal role in its success and we’re excited about her role in the new strategic plan as COO. Supported by a new CEO in due course, I’m confident we have the right plan and the right people to accelerate our growth and become the trusted, internationally-recognised brand for parenting around the world.”
Commenting on the announcement, Nathan Williams, outgoing CEO, said: “It has been a privilege to lead Mamas & Papas through an exciting period of growth and transformation. I am immensely proud of what the team has achieved, and I look forward to watching the brand continue to thrive.”
In its last set of filed accounts, the business – founded by Italian husband and wife David and Louisa Scachetti in 1981 – reported sales for the 12 months to 31st March 2024 of £154.3m, an increase of 7.1%. It has a market share of around 20% in the UK.
The company operates over 60 stores in the UK – including 40 concessions with M&S and Next – plus over 30 overseas concessions with partners including El Corte Ingles in Spain, MAP Active in Indonesia, Central Department Store Group in Thailand and Myers in Australia.
