File photo dated 07/02/13 of a general view of the Mothercare store in Belfast city centre. Mothercare has warned it will miss profit expectations after fierce Christmas discounting left it nursing a big drop in UK sales. PRESS ASSOCIATION Photo. Issue date: Wednesday January 8, 2014. The babycare products retailer, which has 191 stores in its home market, blamed the ?highly promotional? nature of the Christmas period and lower seasonal footfall for its disappointing UK performance. See PA story CITY Mothercare. Photo credit should read: Paul Faith/PA Wire
%VIRTUAL-SkimlinksPromo%Mothercare lost nearly a third of its value today after the baby clothing firm became the second big casualty of fierce Christmas price wars.
The company, which has 231 stores under the Mothercare and Early Learning Centre brands, dealt a blow to its turnaround hopes by revealing that profits will be short of the City's expectations.
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