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Mamas & Papas: The passion behind the progress
29
Aug '08
Mamas & Papas are heralding the arrival of the latest trading results within their maternity fashion ranges with a healthy and bouncing +46% sales increase like-for-like against the same trading Spring Summer season in 2007.

The brand has been quietly building its reputation to be the hidden success story of UK retailing. As all other brands are fighting for market share through discount and value ranges, Mamas & Papas has redefined what value means to a customer by offering high quality ranges that stretch from basics to luxury knits as well as accessible price points that reassuringly reflect the attention to detail and their forte of fit that goes into every garment.

Four years ago the retailer defined its position within the market and have since focused on trying to offer outstanding design, quality and breadth of range as their point of difference.

Karen Tyler, Director of Fashion explained how the long road to success was achieved and why it now is bucking the retail trend as the economic down turn bites most fashion retailers,

“We have worked hard to set a benchmark that means we never lose sight of our vision or dilute our values .This consistently translates into offering our customer what she truly needs during that period of her life. The choice and the stretch of the brand is unbeatable and therefore we offer a fashion proposition with a boutique feel and presentation.

The abundance of choice is growing with each season and we have pushed product development, innovations in store space management and fixturing, visual merchandising, customer service and our online offering to not only meet current demand but grow in line with our long term plans. The mantra for our team is 'retail is detail' and our customer focus as well as the attention to detail in our ranges has generated this amazing fashion story”.

The internal culture of the brand is one of the main reasons that Karen Tyler notes as being part of the retailing success,

“There is buzz within the business that is rarely seen within other retailers. There is a passion and drive that offers support to deliver results and the founders, David and Luisa Scacchetti are highly visible throughout all processes. Their passion for the brand is endless and the pressures we as a team put upon ourselves to succeed season after season are generated by a true desire to make our brand the number one destination for all newly pregnant women.

Mamas & Papas has recently increased their clothing teams with the arrival of Sharon Fox who will head up the design, buying and technical division of the maternity fashion division and Caroline Smith who will drive the baby wear development teams to greater success.

Mamas & Papas


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