Asda has launched a new website dedicated to baby products as Morrisons-owned etailer Kiddicare prepares to ramp up its presense in the UK with a store roll out.

Asda has launched a new website dedicated to baby products as it looks to fend off competition from Kiddicare

Asda launched Baby Zone, a microsite carrying products including maternitywear, nursery furniture, travel equipment, baby clothes and toys last week.

The new site carries 450 new products including clothing from its George range and from fellow retailer Mamas & Papas.

The maternity market is becoming increasingly competitive as specialists Kiddicare, Mamas & Papas and Mothercare battle for market share with Tesco and Sainsbury’s, which already have dedicated baby sites named Tesco Baby & Toddler Club and Sainsbury’s Little Ones respectively.

Kiddicare is due to open its first of 10 new stores in former Best Buy sites this autumn.

The etailer is enacting a rapid multichannel expansion plan which includes new stores in Aintree, Derby, Rotherham and Croydon as well a localised international websites in Ireland, France, Sweden, Finland, Greece and Denmark.

Roshani De Zoysa, a buyer for Asda’s non-food Direct division, said: “We want to give parents as much choice as possible and so we’ve been working with our suppliers to bring shoppers a great range of products – all at fantastic prices.”

Asda owner Walmart will update the market on its first half performance on Thursday.