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Project part-financed by the European Union
Huddersfield-based Mamas & Papas currently have 1,100 staff, over 2,500 products and achieved a turnover of over £100 million in 2006. Celebrity fans of the Mamas & Papas brand include footballer’s wife Victoria Beckham and fashion designer Stella McCartney.
In the summer of 2006 the family owned business that started life as a small independent nursery care store in 1981 marked another milestone, with the signing of an exclusive franchise agreement with the Dubai based Al Taver group.
The agreement includes the launching of stores in the United Arab Emirates, Qatar, Kuwait, Bahrain and Oman. A total of three stores will be launched in 2006, with an additional nine further launches planned across the region by autumn 2009. All franchise stores will offer a comprehensive range of the affordable luxury nursery products for which Mamas & Papas are renowned.
Mamas & Papas worked with local UK Trade & Investment advisors Simon Bedford and Brian Aungiers to assist the company with obtaining background information on the Middle East markets.
Allen Hill, International Franchise Development Manager, Mamas & Papas Ltd said: “Simon and Brian put us in contact with other UK based franchisors with operations in the Middle East such as Marks & Spencer, Harvey Nichols, Monsoon and Costa Coffee.
“The meetings proved invaluable and helped us to shape the format of our franchise offer. It highlighted a number of Middle East region-specific issues and subtleties that could only be identified from experience of working with the region.
“This enabled us to formulate a strategy to address these issues and subtleties before we encountered them during contract negotiations or during ongoing operations with our franchisee. We are sure that the insights gained from these meetings will translate into tangible commercial benefits as our business develops.
“The proactive support given by the local representatives of UK Trade & Investment has been first class. The depth and quality of the network of contacts is truly impressive – ranging from overseas embassies to other UK-based retailers with established international franchise businesses.”
Simon Bedford added: “UKTI’s services have traditionally been aimed at small to medium sized companies who’re at the beginning of their road to success and expansion - rather like Mamas & Papas were 25 years ago!
“But now we’re beginning to expand our offer to include larger companies as well. Working with a well known brand such as Mamas & Papas as they begin to examine their options prior to expanding overseas has been very fruitful.
“We’ve been able to assist the company with a range of services and contacts that they haven’t accessed before such as the Overseas Market Introduction Service (OMIS) which will put them directly in touch with staff in our overseas offices and provide focused business advice and visit support. There’s also the Export Market Research Scheme which can give companies, whatever their size, valuable market information ahead of their decision to commit to an overseas venture. “
Colin Taverner, Franchise Development Manager for Mamas & Papas Ltd said: “Whilst Mamas & Papas’ international franchise business is still very much in its infancy, I am sure that the insights into the foreign markets we are targeting provided by the UK Trade and Investment will translate into tangible commercial benefits as our business develops. I would also expect OMIS to form a key element of our research into new markets as we extend the global reach of our international franchise business”
For more information on the company, visit the Mamas & Papas website.
