The baby products retailer, which recently announced plans to expand into Russia with 32 stores, has completed a new deal with Singapore-based ImaginAsia Group which will launch 12 Mamas & Papas stores over a five-year period in Singapore and Hong Kong.

Deputy chief executive Richard Faulkner says, ‘ImaginAsia is similar to Mamas & Papas in that it is part of a successful family-owned business that strives to achieve the same values.’ He adds that the store openings in Singapore and Hong Kong open the doorway to visibility for the brand in the key Asian market.

ImaginAsia already distributes brands such as UK-based Early Learning Centre and French children’s clothing label Petit Bateau.

Mamas & Papas was founded by Luisa and David Scacchetti in 1981. The company, which designs and develops all its products in-house, has 1,100 staff and a turnover of £130 million.