The supermarket made the decision on the back of a “baby boom” earlier this year where its baby products saw significant growth – with cot sales in particular up 52% on the previous year.
In February market research firm Mintel revealed that supermarkets were overtaking speciality childrenswear retailers for the first time ever with 29% of the market share.
Tesco is trialling a 6,000 sq ft “Baby World” section in its Walkden store in Manchester and will roll out more standalone shops under the same banner if it is successful.
The Baby World store will stock new ranges of baby and toddler products including the O Baby and Hauck brands.
Baby clothes in the new store will now be situated alongside push chairs and nursery furniture – previously these were in separate aisles.
Parents will also be able to receive advice from three on-hand specialist advisers.
Tesco nursery category manager Dianne Jubb said: “It’s going to feel like walking into a stand alone baby shop but the prices are going to be extremely competitive.
“We know first-time mums want the experience of a dedicated baby store and like to have specialist advisers on hand.”
Customers will also be able to order from the catalogue available at the Walkden Tesco store for home delivery or next day pick up.