Mamas & Papas is set to open up to ten further concessions in Marks & Spencer and Next stores this year, as it pushes forward with its expansion plans, according to Retail Gazette.

The business currently has 33 "stores-within-stores" in both M&S and Next.

The baby retailer has had a concession at Next Cheltenham since 2022, at Gallagher Retail Park.

The push into physical stores marks a revival of the brand which has undergone various restructuring such as job cuts and store closures since being purchased by Bluegem in 2014.

It also plans to expand across Indonesia, Thailand and Spain, with the business set to open its first stores in Thailand and Indonesia in March, following last year's launch in Australia.

CEO Nathan Williams said: "We're very much on track for a record-breaking year. We've had a phenomenal golden quarter of peak trade."

The news comes as the group recently reported its underlying profits rose 50% during the 13 weeks to 31 December, while underlying sales increased 7%.

Williams noted "growth has come from all our channels" as its UK sales are divided almost equally between its own stores, concessions and online.

The company also reported a record Black which saw year-on-year sales increase 18% over the three weeks.

However, Williams downplayed speculation Mamas & Papa's parent company Bluegem may seek to sell the business, insisting that market conditions were "not that conducive".