Morrisons snaps up Best Buy stores to grow Kiddicare

Morrisons has bought 10 of the 11 former Best Buy stores to drive the expansion of its Kiddicare baby stores.


Morrisons will invest £15m to convert the stores to carry the full Kiddicare product range, and integrate it with the existing online offer.

The stores will offer Kiddicare’s Very Important Baby (VIB) shopping service as well as a number of value added services such as free car seat fitting and product advice.

Shoppers at the store will also be able to use Kiddicare’s apps and kiosks to arrange online delivery and specify a one-hour delivery slot.

Morrisons is asking customers to decide which location to open first through a social media initiative. The first store is expected to open by autumn this year.

It will also then ask customers to rate each store on the shopping experience and service and display all results publicly so that it can be compared to rivals such as Mothercare and Mamas & Papas.

Morrisons acquired Kiddicare last year as part of its strategy to move into multi-channel and online retail.

The business currently operates online and through one flagship store in Peterborough.

Scott Weavers-Wright, chief executive of Kiddicare, says: “As well as being fantastic destination superstores for families across the country, they are the ideal platform for to lead the baby market by giving a true multi-channel experience.”