Nursery and maternity retailer Mamas & Papas recorded double-digit increase in sales in the weeks leading up to Christmas, attributing it to investment in new products and e-commerce.

In the 13 weeks to December 25, the retailer had an 11 per cent rise in like-for-like sales which was boosted by Black Friday when online sales beat the previous record by 29 per cent.

The chain also said the launch of a new Ocarro stroller also helped increase sales across its 32 UK stores, and personal shopping – which sees dedicated staff assist customers throughout their visit – now accounts for 10 per cent of UK store sales thanks to an average spend of £800.

In total, like-for-like store sales between April and December 25 rose 10 per cent, while online trade jumped 13 per cent.

“These are encouraging results and show that our investment in new formats, new product launches and in digital is really paying off,” chief executive Jonathon Fitzgerald said.

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