Tesco takes on Mothercare as it opens baby storeSupermarket trials first instore Baby World shop

30 September 2010

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Tesco sells own-brand digital radios under the Technika brand name

Tesco has unveiled plans to open its first specialist baby shop within one of its supermarkets, following a boom in baby and toddler equipment sales.

Shoppers will be able to try out a range of buggies, high chairs, car seats and other baby equipment on display in the Baby World 'store within a store' at the Tesco Walkden branch in Manchester before they buy.

The baby shop will also sell clothes, nursery furniture and other baby essentials, along with an 'advisory centre for parents' staffed by three nursery advisors. New ranges from O Baby and Hauck are also planned.

If the trial is successful, Tesco says it will roll the service out to other stores.

Tesco vs Mothercare

The move - which will place the supermarket giant in direct competition with the likes of Mothercare - has been prompted by a strong baby product sales performance, including a 52% increase in cot sales compared to a year ago.

Which? shopping expert Sarah Dennis says: 'It's no surprise that Tesco is jumping on the bandwagon in this growing market. And according to our recent survey, big names in the market such as Mothercare are not that highly favoured, receiving a poor rating for price, despite being among the most visited on our high street. 

'We'll be interested to see if Tesco can offer the range and deals that customers shopping for their baby are after, as we know the store is a regular shopping destination for most of your general high street needs.'

You can find out which shop was voted best for buying baby products in our recent high street shops survey.

Tesco baby shop

Parents will also be able to arrange home delivery or next-day instore collection on catalogue items at the Baby World shop.

According to Tesco nursery category manager Dianne Jubb: 'It’s going to feel like walking into a standalone baby shop but the prices are going to be extremely competitive. We know that first-time mums, in particular, want the experience of a dedicated baby store and like to have specialist advisors on hand.'

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