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Mamas and Papas breaks records for Christmas period.

Nursery brand Mamas & Papas has reported a strong performance over the Christmas period including a record trading day on Black Friday.

The company said year-on-year sales grew by 16 per cent in the eight weeks to 25 December 2022.

The business, which designs, wholesales and retails travel systems, nursery furniture and children's clothing ranges, also registered its best-ever trading day on Black Friday (25 November), with 30 of its 52 stores setting new records.

Store-based sales grew 27 per cent, driven by double-digit like for like sales and new store openings.

Last year, Mamas & Papas opened 15 concessions under its partnership with retailer Next, along with two new concessions with Marks & Spencer.

Its best-performing category over the period was children's clothing, with sales up 43 per cent on the prior year, followed by toys and gifts, which increased 27 per cent.

Mark Saunders, chief executive at Huddersfield-headquartered Mamas & Papas, said: "We're delighted to be reporting such a strong performance as we head for a record-breaking financial year. Our digital business made a positive contribution, but footfall and store-based sales significantly surpassed pre-pandemic levels over the Black Friday and Christmas trading period, which is a clear sign of Britain's love of the high street.

"Despite the ongoing cost of living challenges for many customers, we're continuing to see the resilience across all product categories in the nursery market, where we're now achieving a 17 per cent share.

"In 2023 we are building on this momentum by continuing to invest in our growth strategy, meaning that customers will see even more concessions opening with Next and Marks & Spencer.

"We're also developing new brand partnerships and product launches while increasing investment in our communities and colleagues through our ESG agenda."

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