Following completion, as the UK’s number one online baby shop, Kiddicare.com plans to invest circa £15 million to convert the stores to the full Kiddicare offering. This will extend the multi-channel offer currently led from its existing flagship store in Peterborough – the largest kids store in Europe.

At these destination stores customers will be able to benefit from Kiddicare’s VIB (Very Important Baby) service, as well as enjoy hands-on learning about products and free car seat fittings. For parents purchasing in a new retail category for the first time, this will enable them to experience the exceptional value and support that the multi-channel model Kiddicare offers, including purchasing by app, kiosks, and online – with free next day delivery in a one hour time slot as standard.

Some 700 new jobs will be created across the country with the first store expected to open before the autumn of 2012. The first location to open will be put to a customer preference vote via a social media mechanism. Once open, all of the stores will be rated on the customer service experience delivered, with the results displayed to customers, setting Kiddicare apart from its competitors.

Scott Weavers-Wright, Chief Executive of Kiddicare, said: "These 10 flagship stores will put Kiddicare within easy driving distance of nearly a third of the UK population. As well as being fantastic destination superstores for families across the country, they are the ideal platform for Kiddicare.com to lead the baby market by giving a true multi-channel experience.”

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