Leading UK parenting brand Mamas & Papas has announced a new franchise partnership with global fashion retailer and design brand Lapin House, which will see at least 10 stores and 17 concessions opening in Greece and Cyprus over the next five years.

The deal will bring the Mamas & Papas brand to the eastern Mediterranean for the first time and be a premium addition to Lapin House's exemplary roster of international children's fashion brands such as DKNY, Burberry, Timberland, and Ralph Lauren.

"Lapin House offers the perfect partnership due to the breadth and depth of the group's children's fashion retail experience," said Richard Faulkner, Mamas & Papas Deputy Chief Executive.

"Mamas & Papas will be looking to utilise this foundation and introduce the brand's award-winning baby gear to an even wider marketplace. The partnership of Lapin House's excellent domestic presence with our premium design offering will give Greek consumers the latest on-trend parenting collections within a sophisticated store environment."

Lapin House founder Stavros Papaioannou is equally enthusiastic about the partnership.

"The guarantee of high quality collections and the sophistication of the retail experience from both Mamas & Papas and Lapin House make the success of this relationship only more assured," he said.

"Throughout our 35-year history, the key component of success has been our drive to create a market-leading brand in the world of children's products. The similarities between Lapin House and Mamas & Papas in terms of standards, image, quality, vision and ethics are a perfect match. The combination of the two in the Greek market can only be a resounding success."

The first Mamas & Papas franchise store is set to open in Athens in June.

Published: 28 May 2010

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