Mamas & Papas has bucked the retail gloom to notch up a like-for-like sales increase of 46 per cent for its maternity fashion ranges during its spring/summer trading season.

Karen Tyler, director of fashion at the family run business, said: “The choice and the stretch of the brand is unbeatable and therefore we offer a fashion proposition with a boutique feel and presentation.

“The abundance of choice is growing with each season and we have pushed product development, innovations in store-space management and fixturing, visual merchandising, customer service and our online offering to not only meet current demand but grow in line with our long-term plans.”

The Huddersfield-based retailer has bolstered its clothing teams following the arrival of Sharon Fox to head the design, buying and technical department of the maternity fashion division and Caroline Smith to lead the babywear arm.

Mamas & Papas has 32 stores in the UK and eight stores overseas. It reported a turnover of£130 million last year.