Hotel Chocolat is reportedly in talks with private equity firms about a potential sale.

The upmarket chocolatier hired PricewaterhouseCoopers last year and is now in talks with potential buyers, according to the Mail on Sunday.

Citing banking sources, it said the business could be valued at between £50m and £100m.

Hotel Chocolat grew sales by 6% to £63.8m in the year ending 30 June 2012 and profit before tax increased by 84% to £5.4m.

Over the past year, the retailer has expanded overseas, opening stores in Copenhagen and Amsterdam.