Kiddicare, Castle Marina Nottingham


Baby specialist Kiddicare - already recognised as the UK's number one online supplier of baby products - is now establishing an identity as a true multi-channel business. Morrisons-owned Kiddicare approached 20.20 to design the first new superstore that would embrace the excitement of new parenthood and make parenting easier, smarter and happier. The store had to be more than just a shopping experience; it had to create an emotional and collaborative relationship with customers, using retail theatre and interactive platforms to really 'wow' and capture the fun of having children.

Together 20.20 and Kiddicare designed and implemented a number of family-friendly features that actively engage customers with some of the 3,000 baby and toddler products available, using self service technology and state of the art visual merchandising. Parents can test drive pushchairs on the 'Walk in the Park' track, take advantage of the V.I.B complimentary personal shopping service, grab a healthy bite to eat in the Kiddicafe or have a car seat fitted for free in one of the dedicated external car parking spaces. Every aspect of the new concept has been designed with mums in mind – there are quiet nursing areas and a dedicated community room offering free parenting support classes and mother & baby events. Separate departments are clearly colour coded to make navigating the superstore easy, and with helpful new buyer’s guides and product recommendations from other mothers displayed on relevant products, the store is tailored to meet the varied needs of busy mums who can choose to shop with or without store team assistance.

This unique project marks the first time a pure-play company has made the radical transition from e-commerce to multi-channel. The first of Kiddicare's fleet of UK superstores opened in Nottingham’s Castle Marina Retail Park in September 2012 and is already attracting national attention.