20.20 to overhaul Kiddicare retail spaces

20.20 has been appointed to design a concept for Morrisons-owned baby specialist Kiddicare following its acquisition of ten new stores.

Incumbent store interior
Current Kiddicare store interior

Kiddicare currently operates one superstore in Peterborough and also sells through website Kiddicare.com. The company was set up in 1974 and acquired by Morrisons in February 2011.

20.20 was brought in following a pitch in May and asked to consider a multichannel experience for the brand.

Lara Snider, Kiddicare head of creative, says that Kiddicare is looking for ‘a seamless engaging and rewarding experience’.

A café and play areas will be designed into the space, according to 20.20 partner Mariann Wenckheim.

‘We want this to be the best place for mothers to meet, and to create a community,’ says Wenckheim, who is also ‘looking to bring the online experience to life in the store’.

 ‘More technology’ will be introduced into the store as part of this process, says Wenckheim, who says 20.20 will also look to evocate ‘Kiddicare’s price leadership as a value retailer and its emotional side.’ she says.

The first store will open in Nottingham, in early autumn this year, before rolling out over the other nine stores.

Latest articles