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Kiddicare opens first of ten new stores

Kiddicare has opened the first of ten new superstores in Nottingham as the online nursery retailer makes the move into multichannel retailing with physical stores.


Kiddicare opens first of ten new stores

The 33,000 sq ft store in the city’s Castle Marina Retail Park features a try-before-you-buy pushchair test track, a community room offering free parenting support classes, a Kiddicafe with healthy eating options, and free in-store Wi-Fi to enable customers to price-check and read reviews online.

Technology features include touchscreen kiosk technology, barcode scanning for stock availability, and browse and order functionality.

Designed by 20:20 in collaboration with Kiddicare’s brand director and creative team, the store design includes new branding which features directional illuminated stripes, each representing a specialist category within the store.

Elaine Weavers Wright, Kiddicare brand director, explained: "We listened to our customers – mums, dads, grandparents – and with 20.20’s vision we created more than just a shopping experience. Our new store concept and brand identity really capture the fun of having a baby. We’re creating an emotional relationship that excites existing customers and engages new ones, always remaining true to our ethos of unbeatable value, great range and exceptional service."

Kiddicare’s owner Morrisons, which acquired the brand last year, is looking to establish Kiddicare as the biggest baby retailer in the UK. Earlier this year, Morrisons bought ten former Best Buy stores to accommodate Kiddicare’s expansion as a rival to Mothercare.

Richard Pennycook, Kiddicare chairman and Morrisons CFO, said: "Morrisons is delighted to see the first of the former Best Buy retail units open as a Kiddicare baby specialist superstore within nine months of acquisition.

"It’s a fantastic new journey for Kiddicare and a brilliant new concept for customers. The future for Kiddicare and families alike is an exciting one."


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