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Mamas & Papas shuffle leadership team ahead of expansion

High street nursery brand, Mamas & Papas, has appointed chief operating officer Nathan Williams as its new chief executive officer. The Huddersfield-headquartered business says he will… View Article

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Mamas & Papas shuffle leadership team ahead of expansion

High street nursery brand, Mamas & Papas, has appointed chief operating officer Nathan Williams as its new chief executive officer.

The Huddersfield-headquartered business says he will lead its next phase of growth, which it said would include expansion into new and existing international markets.

Current CEO Mark Saunders, who joined the business three years ago as chief transformation officer, will become executive chairman.

Williams joined Mamas & Papas in 2018 as merchandise director following senior merchandising roles at Very and Primark, becoming COO in 2020.

Since then, he has been a key figure in the company’s turnaround, leading its concession rollout with Next and Marks & Spencer in the UK, innovating its range and implementing the brand’s new ESG strategy.

Over the past three years, the business has reversed a £6m EBITDA loss to post profits of over £11m and has grown sales from £95m to £126m in the year ending March 2022.

It recently reported record Christmas trading figures, with sales up 16% in the eight weeks to 25 December.

Williams said the business had a “unique opportunity” to accelerate its international presence thanks to its reputation as a premium, design-led brand with British heritage. The company already sells in over 30 overseas markets through a network of distributors, agents franchisees and licensing partners.

He added: “We’ve built excellent momentum in the past few years in all areas of the business, from our store footprint to our digital offering, from our product to our purpose and from our domestic market to our overseas partnerships.

“This has helped us win a record share of the market, which is set for further growth.

“With the continuing support of our investors and with Mark as chairman, I’m looking forward to delivering our long-term growth strategy and fulfilling our goal of being the most accessible nursery brand with an unrivalled commitment to its customers.

“This means more concessions, more international trade and further investment in our brand, product, communities and colleagues as we aim to become the global nursery brand of choice.”

Saunders said: “Having helped design and deliver our turnaround strategy over the past three years, Nathan is ideally placed to lead the business during this next period.

“As a business, we have an unprecedented opportunity to grow our scale and share. I’ll be working closely with him, the rest of the executive and our shareholders to help realise the ambition we’ve set for the business.”

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