A NURSERY products firm in Huddersfield has signed a deal to put its pushchairs in stores across America.
Colnebridge-based Mamas & Papas has signed an exclusive agreement with the US arm of Toys R Us subsidiary Babies R Us.
It means Mamas & Papas goods will be placed in 23 stores on the US East and West coasts covering the cities of Boston, New York, Washington, Miami, Los Angeles, San Diego, Phoenix and Chicago.
Babies R Us has more than 340 stores across the USA – so depending on how the Mamas & Papas brand is received, the scope for expansion is substantial.
The company said it was offering a “handpicked collection” of products to give US consumers their first chance to sample the UK’s leading nursery sector brand.
The store locations include three in New York’s Manhattan district – at Times Square, Union Square and toy retailer FAO Schwarz’s flagship store on 5th Avenue.
The goods on offer include strollers, baby feeding equipment and travel accessories such as toys and “diaper” bags. The ranges will be launched in the US in the autumn.
Mamas & Papas commercial director Tim Maule said a link-up by the leading nursery brands in the UK and the USA was the ideal way for the Colnebridge firm to enter the US market.
He said the USA had a birth rate five times higher that UK – offering Mamas & Papas a great platform for success with a quality range of products not currently available to the US consumer.
He said the “Brit-cool” style of Mamas & Papas products had already been a big hit with the US trade press following the brand’s media launch in New York.
Said Mr Maule: “The deal marks a significant step forward in Mamas & Papas’ global ambition to become the world’s favourite nursery brand.
“Our ranges are now available in the three major world markets of Europe, Asia and the USA.”
Mamas & Papas, which employs about 500 people at its Colnebridge Road offices, showrooms and distribution base, aims to have the brand’s complete collections available globally within the next three years.
The company, founded by husband and wife David and Luisa Scacchetti, has 61 stores in the UK, Ireland and the Middle East and its products are available through distributors in other markets, including Japan, Australia and across mainland Europe.
Mamas & Papas products – which also include maternity wear and baby clothes, cots, baby carriers, toys and bedding, have found favour with celebrities and fashion icons including singer Gwen Stefani, Tess Daly, Emma Bunton and Stella McCartney.