Private equity company Bridgepoint Capital has put Myriad Childrenswear, which makes the Adams Kids, Tu children's and Mini Mode collections, up for sale.

Myriad, which used to be called Adams Childrenswear, looks likely to be sold for about GBP50m (US$98.24m), according to industry rumours.

Bridgepoint backed the GBP87 privatisation of Adams by its management in 1999.

The company originally belonged to Sears.

Although the company has been struggling to compete against strong value market rivals, it was reported back in October that its board had been strengthened and the firm was on line to expand its operations. 

The company secured a five-year contract with Boots earlier this year.