Baby specialist Kiddicare is to work with supply chain company Wincanton to provide logistics services as it grows from mainly online to including bricks and mortar stores.
Kiddicare - which is part of the Morrisons family - currently generates 85 per cent of revenue through its website and mobile platforms, while its flagship Peterborough superstore accounts for the remaining 15 per cent of sales.
Back in January, Kiddicare and Morrisons acquired former Best Buy locations across England, with Wincanton having now won the contract to management the fulfilment of the new superstores.
The firm will re-fit the 200,000 sq ft site in Daventry, Northamptonshire to receive, pick and pack millions of items annually for the new network of Kiddicare outlets, as well as the business' online orders.
The first Kiddicare goods into Daventry are expected this month.
"We needed to find a supply chain partner who we could trust to manage a complex and rapid warehouse start up that also had the experience and ability to meet the challenges of a multi-channel sales environment," said Grant Henley, Kiddicare's operations director.
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