Baby specialist Kiddicare opens their biggest baby superstore

Multichannel retailer’s store portfolio extends to Lakeside, London


Baby specialist Kiddicare continues its phenomenal nationwide expansion with the launch of their biggest baby superstore at Lakeside Retail Park, Thurrock.


On 12 December the pioneering multichannel retailer will open the doors to its first London store, the third regional destination superstore to open on former Best Buy sites this year, occupying some 50,000ft² and stocking over 3,800 products. The opening has created 167 local jobs.


On the morning of the opening, the lucky local mum who wins Kiddicare’s Facebook competition to open the store will be cutting the ribbon and declaring the new store officially open for business.


CEO Scott Weavers-Wright says: “the launch of Kiddicare Lakeside marks a hugely significant new chapter. As an anchor retailer at Lakeside, Thurrock we’re bringing the WOW Kiddicare experience to London shoppers and an extended international audience too.”


Kiddicare Lakeside promises to deliver retail theatre at its finest. A seamless customer journey is enhanced with stimulating visual merchandising and parent-friendly initiatives like a “Walk in the Park” buggy test track; virtual queuing systems for free car seat fitting; Browse & Order points with thousands of product reviews and multiple delivery options; digital signage for immediate price drops; wide aisles; children’s play area; spacious Kiddicafé; Event Room for the Thurrock community; Baby Gift List (complimentary gift registry service) and free V.i.B. personal shopping service.


Richard Pennycook, Kiddicare Chairman and Morrisons CFO, comments: “with the launch of Kiddicare Lakeside we’re creating an incredibly compelling proposition: a world-class shopping experience enhanced by unparalleled range, award-winning service and unbeatable prices with a cast-iron price match promise.”


In anticipation of Christmas, as well as a Price Match Promise guarantee Kiddicare Lakeside will be offering up to 50% off a selected range of toys and a host of festive promotions.


Kiddicare has just won four new trophies at the ‘Oscars’ of the baby industry – the prestigious Mother & Baby Awards, including the reader voted and much coveted Gold Award for Best Online Retailer. The other wins were the Gold Award for Best Baby Toy 12-24 months for Buzzing Brains Stack’n’Sort Cups, the Silver Award for Best Disposable Nappy for Just4Bums, and the Bronze Award for Best Highchair for Baby Weavers Wean Me.


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