Kiddicare, the baby equipment retailer owned by WM Morrison Supermarkets Plc, will open six more superstores by August, bringing the total to 10, Chief Executive Officer Scott Weavers-Wright said.
“The ambition is that I want 20 stores around the country,” said Weavers-Wright, who joined Morrison’s when it acquired Kiddicare for 70 million pounds ($105 million) in 2011. Weavers-Wright also runs Morrison’s online non-food business.
Kiddicare, which opened its first outlet last year and now has four stores, expects to generate annual sales of 200 million pounds by 2015, Weavers-Wright said in an interview in London today. Kiddicare stores should generate half of total revenue. About 85 percent of sales, “exceeding 60 million pounds a year,” currently come from online orders, he said.
Kiddicare decided to open stores because the presence will allow expecting parents to try out the merchandise, such as buggies and cots, Weavers-Wright said.
Morrisons, the U.K.’s fourth-largest grocer, is losing market share in part because it doesn’t have an online grocery business. It has a 10 percent stake in U.S. grocer FreshDirect, and Chief Executive officer Dalton Philips will unveil the company’s U.K. online strategy tomorrow when he reports full-year results.
Weavers-Wright will also lead the new online grocery business, Retail Week reported today.
Mothercare, a retailer of nursery equipment that set out a three-year turnaround plan in April 2012, posted a 5.9 percent decline in third-quarter same-store sales in January.