20.20’s Kiddicare store concept unveiled

The baby specialist retailer, which was acquired by supermarket giant Morrisons last year, previously sold through its website and from its Peterborough headquarters.

20.20 won the store design project following a pitch earlier this year and has sought to create a design which bridges on- and off-line shopping by creating a community feel in the store, according to Kiddicare.

20.20 says the new store is ‘designed to make parenting easier, smarter and happier.’

As well as a self-service kiosk, there will also be in-store wi-fi available and electronic price tags.

The 10,100 m2 store has a community room offering free parenting support classes and mother and baby events, a nursing room, soft play area, Kidddicafe, Walk in the Park try-before-you-buy pushchair test track, a Very Important Baby personal shopping service,  The Pit Stop for free car seat fitting and safety checks, and a Baby Gift List service to plan shopping for unborn babies.

Kiddicare’s recently re-designed logo, which was created in-house, has been applied to the store by 20.20, which has designed the store fascia, and inside the store, a system of directional illuminated stripes, each representing a different shopping category. 

20.20 creative director Jon Lee says, ‘The essence of the store is surprise, delight and wow for families with a sense that we are here to help and in this together. This should be a wow for mums because mums deserve a store like this.’