Boots teams with Adams for Mini Mode kids' range

Boots has revamped its baby and toddler clothing offer with the launch of Mini Mode, its new range developed in conjunction with Adams.

The fashion clothing and everyday essentials range has been rolled out to 14 large stores a day since its launch on Monday. The aim is to take on the likes of Marks & Spencer and Next at similar price points.

The range is the result of a£5 million joint investment by Boots and Adams, and replaces Boots' previous babywear and toddler offer, which was sourced from around 70 suppliers.

Mini Mode will comprise 210 lines initially. A further 140 styles will be added in April. The range is being installed in 264 stores - 53 more than carried Boots' previous baby and toddlerwear offer. In March, Boots will pilot the range in some of its smaller neighbourhood stores.

Around 25 to 35 sq m is being dedicated to the range in shops, and Adams has recruited 300 staff to look after the brand in-store. A buying and field team and warehouse have also been set up.

Mini Mode is exclusive in Boots until 2006, but other developments are possible for Adams. 'We want to go multichannel and multi-brand and this is the first step,' said Adams new brands director David Empson.

The sales target for the first year is around£20 million.

- Adams is a third of the way through a£2.5 million 86-store refurbishment programme.