Mamas & Papas has collapsed into administration with six store closures, just days after rival Mothercare went bust.
The retailer has made 73 staff redundant with immediate effect and has put 54 further jobs at risk within its head office.
Bluegem Capital, which has owned the business since 2014, has bought the company assets back through a pre-pack administration which will cut some of its financial liabilities.
Mamas & Papas chief executive Riccardo Cincotta said: “These actions are always difficult but they are also necessary in a challenging market to ensure Mamas & Papas achieves its considerable future potential.
“We remain fully focused on maintaining our position as the UK’s most popular nursery brand.
“We will continue to review our store portfolio in the light of customers’ changing behaviour and we remain fully committed to an omni-channel offering that reflects their evolving needs.”
Mothercare, which has 2,500 employees, went into administration earlier this week, announcing its 79 stores in the UK would shut .
Today it launched a massive closing down sale as it tried to clear its warehouses of stock ahead of its closure.