The founders of Mamas and Papas are in discussions to sell a stake in the maternity specialist retailer for the first time.
Mamas and Papas is working with KPMG to secure the investment.
The founders of Mamas and Papas, husband and wife David and Luisa Scacchetti, are in talks with a number of private investors.
David Scacchettisaid: “We are ready to take the next exciting step. Additional investment will allow us to accelerate the pace of global expansion, put even more funds into research and development and also put more funds into marketing to help reach an even bigger international audience.
“We feel that the positive reception we are enjoying in new markets means that now is the time to push harder towards increasing our market share and confirming our place as the world’s favourite nursery retailer”
The Scacchettis still own the whole of the business they founded in 1981 in Huddersfield, West Yorkshire.
Mamas and Papas now operates 70 stores in Britain and 59 overseas, including Russia, China, Japan and South Korea.
Last year it posted sales of £108m and earnings of £5m.