Morrisons steps up Kiddicare growth plans

Morrisons has moved several directors into its recently acquired subsidiary Kiddicare and made a raft of hires as the supermarket steps up preparations for a full multi-channel launch later this year.


Hilary Leam, director for health, beauty and household at Morrisons has been named commercial director of Kiddicare, one of four directors to make the switch (see below).

The supermarket has also poached Boots’ Paul Allen to head e-commerce operations for the children’s clothing, toy and accessories brand as it looks to bolster its operational capability.

Morrisons acquired Kiddicare in 2011 as part of a wider strategy to move into multi-channel retail and grow non-food sales.

It has been steadily ramping up Kiddicare’s presence, recently acquiring 10 stores from Best Buy in January.

Dalton Philips, chief executive of Morrisons, says: “We have massive ambitions for Kiddicare and it’s vital that we have the depth of talent in the management team to deal with a major expansion. That’s why we are putting in place some of our most talented people.

“We’re building a true multi-channel business over the next 12 months and we now have the management team to do it. The senior people joining us today ensure that we are ready to develop the best shopping experience for new parents in the UK.”

Morrisons drafted in Alison Lancaster from White Stuff as marketing director earlier this year. Elaine Weavers-Wright, daughter of Kiddicare founder Neville, is brand director.

Director moves

  • Hilary Leam becomes commercial director at Kiddicare after being director for health, beauty and household at Morrisons.
  • Grant Henley, becomes operations director at Kiddicare after being business development director at Morrisons.
  • Simon Eastwood becomes retail stores director at Kiddicare after being customer experience director at Morrisons.
  • Mandy Flatley becomes HR director at Kiddicare after being HR director (Corporate) at Morrisons.

External hires

  • Alison Brown joins Kiddicare as finance director from the FD role at Mothercare International.
  • Retail design consultant Lara Snider joins as head of creative.
  • Ken Platt joins as head of multichannel from Moda in Pelle.
  • Paul Allen joins as head of E-commerce from
  • Jody Goodall joins as head of solutions architecture from Autotrader.

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