Online specialist Kiddicare has told ToyNews it always had plans to become a physical retailer.
The Morrisons' owned brand hopes to open around ten superstores by the end of 2013.
“We always had plans as a multi channel business to move into bricks and mortar from our online presence,” said Simon Eastwood, retail director at Kiddicare.
“If you look at the Mintel report, the baby market is to grow 28 per cent in the next five years and we think we’re in a great position to meet that demand and service our customers.
"As a business we see a great opportunity to offer a true multi-channel experience for our customers, and clearly bricks and mortar are part of that."
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