The Huddersfield-based giant, whose customers include Stella McCartney and Victoria Beckham, saw like-for-like sales for the five months to the end of June rise by 46 per cent.

Karen Tyler, director of fashion, said: "We have worked hard to set a benchmark that means we never lose sight of our vision or dilute our values. 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."

Mamas & Papas, which has 32 stores in the UK and Ireland, including in York and Huddersfield, opened its second and third Dubai stores in February. It also has branches in Bahrain, Abu Dhabi, Kuwait City and Doha.

The firm, also a wholesaler, was founded by David and Luisa Scacchetti 27 years ago and today it has a £110m turnover, employing 1,100 globally, of which 500 are in Huddersfield. Ms Tyler said the continued involvement of the respective chief executive and deputy chief executive had create a "buzz" within the business.

"Their passion for the brand is endless and the pressures we as a team put upon ourselves to succeed are generated by a desire to make our brand the number one destination for all newly pregnant women."

Earlier this month Mamas & Papas was forced to defend its decision to tighten online selling after criticism from retailers who had contracts terminated or were told of strict new rules about trading online.

Retailers, who said they were told to improve customer satisfaction, protect customer data and demonstrate a clear after-sales policy, claimed the policy was intended to prevent online traders undercutting prices and devaluing its goods.

But Mamas & Papas said the move was necessary to protect consumers and that it followed "irregularities" by retailers. There had also been a year-long consultation, it added.