Tesco is set to take on Mothercare after unveiling plans for a series of standalone baby stores.

The supermarket giant is launching a 6,000 sq ft baby section in its Walkden store in Manchester, dubbed Baby World.

It will stock new ranges of baby goods and larger items including high chairs and car seats. Advice for parents will be provided by three in-store specialists.

If the section is successful, Tesco will open a number of standalone stores under the Baby World banner.

“It’s going to feel like walking into a standalone baby shop but the prices are going to be extremely competitive,” said Tesco nursery category manager Dianne Jubb.

“We know first-time mums want the experience of a dedicated baby store and like to have specialist advisors on hand. We have the whole range of baby and toddler goods in the new store from the first baby-grow to a complete travel system for children. If successful we will roll out to other stores.”

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Tesco takes on Primark with West End clothing store (9 July 2010)
Focus On Infant Care (16 January 2010)