Boots is to stock premium childrenswear brand OshKosh B’Gosh as part of a move to reinvest in baby care.
The US brand is only available in the UK at selected boutique retailers. From September, it will be sold in 40 stores where it will join Boots’ Mini Mode clothing range manufactured by Adams.
Last year, the retailer introduced the upmarket Mamas & Papas nursery products, including bedding and toys, plus Early Learning Centre toys and craft products.
As it revamps its larger stores, Boots is creating dedicated baby care areas by converting space previously used for Wellbeing products and services. So far, 30 centres have been developed complete with specialist baby advisers.
It is envisaged that advice and demonstration sessions will also be given with the help of brands such as Cow & Gate and CottonBottoms. A Boots spokesman says: “We are re-establishing our credentials as a shop of choice for young mothers.”
Boots has also developed an own-label “essentials” range of clothing including babygros and vests. Ancillary products such as wet-wipes and disposable nappies are also being sold under the Boots Basics value brand.