Toys R Us is rolling out a new look for Babies R Us in all of its 71 outlets throughout the UK, according to The Retail Bulletin.
A new in-store layout has been designed to take customers through baby essentials in a logical manner from nursery bedding and cots, travel systems, buggies and car seats.
Each store will have a dedicated Babies R Us team with product advisors on hand to offer expert advice to new parents and mums-to-be.
"The launch of the all new Babies R us represents a major investment to ensure that Babies R Us have the latest trends and styles of baby products in a brand new environment," Mike Coogan, MD at Toys R Us was quoted as saying by The Retail Bulletin.
"A key differentiation for Babies R Us is the high level of customer service. Mums-to-be are truly delighted with the amazing product knowledge of our trained advisors, who are mostly mums themselves. Their informative advice has virtually quadrupled our sales in the nursery sector over the last nine years and these brand new departments will add a new dimension to our service."