Boots plans own-branded children’s range

Boots is launching an own-branded range of products called Children’s Health.

It will include more than 50 products including cough mixture, vitamins, insect repellent spray and thermometers. The products will be supported in store by a range of leaflets giving parents guidance on children’s health.

The retailer is also considering launching a Boots Parenting Club. It already provides a free book in store on pregnancy and parenting, and runs some sessions in stores for parents-to-be with input from suppliers.

Under chief executive Richard Baker, Boots is trying to get closer to parents and prospective parents by building its presence in children’s clothing. It stocks upmarket US brand OshKosh B’Gosh alongside Mini Mode, supplied by Adams, and Molly ‘n’ Jack, owned and supplied by SR Gent. It is also launching a maternity clothing range that includes casual wear, evening wear and swimwear, supplied by SR Gent (MW last week).

After a heavy burst of advertising over Christmas, the retailer is next expected to launch a television campaign to support the revamp of its No7 cosmetics brand.

Boots’ latest trading statement for the final quarter of 2004 showed a 2.6 per cent increase in like-for-like sales.