UK's mother and baby chain, Mothercare has said that it has recorded a fall of 5.9 per cent in same store sales during the 13 weeks to January 12.

Mothercare's chief executive, Simon Calver said that the company is still on track to reverse its fall. The fall in sales comes after the company recorded a growth in the previous quarter. The company began its three year revival plan about nine months ago and the fall in sales has caused serious concerns about the prospects.

Mothercare has already closed 11 stores that were recording losses during the 13 weeks to January 12 period in the UK. The like-for-like sales increased 0.3 per cent, due to the success of the clothing range from Jools Oliver.

Mothercare now owns 269 stores across the UK and it is facing increasing competition from online retailer Amazon and the supermarkets like Tesco. Tesco is directly competing with the company with the launch of its new baby and toddler brand called Tesco Loves Baby.

Experts say that it will not be an easy job to revive Mothercare as brand re-poisoning take a long time. The company, which recorded a loss of £103 million, said that the sales fell mainly due to increasing competition during the third quarter. Calver has said that group has made solid progress even as the consumer market has been weak in the UK.