Yorkshire Company Delivers New Concept Superstores For Kiddicare

A Bradford contracting, manufacturing and shopfitting company PEC is working with Morrisons-owned baby specialist retailer Kiddicare on its network of new superstores which deliver “more than just a shopping experience” for parents.

PEC has worked closely with the client team to turn the new design concept into stores which make a strong statement about Kiddicare’s brand values and customer-focused approach to retailing. PEC’s contract to carry out the full internal fit-out of six stores to date has required an eight week turnaround on each property, from empty shell to final finish.

Kiddicare started as a family-run retailer, building a reputation for good customer service via its website and flagship store in Peterborough, the biggest baby shop in Europe. The brand was acquired by Morrisons in February 2011.

Nottingham, the first of 10 new format Kiddicare superstores opened in September last year, with Merry Hill in Dudley opening in October and a third store in Lakeside, Thurrock opening in December. This year, PEC’s team has helped deliver Aintree, Enfield and is currently completing Croydon (due to open Monday 8 July).

PEC Chairman Balbir Panesar said: “We have been working with Morrisons since 2011, and they introduced us to the Kiddicare team to help with the fit-out of the first new format superstore in Nottingham. We worked closely with the architect, London-based Darnton EGS, on this exciting new retail concept, assisting with parts of the design and selection of materials.”

Mr Panesar said: “Kiddicare customers like to touch and feel products before they buy, so it’s important that the stores support the brand’s online proposition by providing an enhanced shopping experience.”

As principle contractor on all six sites, PEC’s in-house team worked with specialist contractors on a number of centre piece features, supplying bespoke fixtures and fittings from its Bradford-based joinery workshop.

PEC Finance Director Steve Fowler said: “This has been a high profile and fast-paced project for PEC, working with a well-known name to deliver a physical presence that contributes to building the brand. The quality of the stores’ internal finish is bound to come under scrutiny and we are delighted Kiddicare has chosen to trust us with this important development in their company’s evolution.”

Key features in the stores include a dedicated play area, a Kiddicafé, a buggy test track, pushchair repair workshop and a community event room for parenting classes, mother and baby events and baby showers.