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.’