ELC and Mamas & Papas to build Boots' baby offer

Boots is pushing into the maternity and tots market with a better baby offer, bolstered by tie-ups with Early Learning Centre and nursery retailer Mamas & Papas.

The health and beauty giant increased sales of baby merchandise by 5

per cent last year, fuelled by the mini mode clothing range from Adams.

Boots is looking for a bigger slice of the market, and could potentially take market share from grocers and specialists.

A spokesman said: 'All the research says baby is a key market for us, because women trust the Boots brand. This area has been dormant for us and we plan to rectify that, because there is a concern that mothers will go elsewhere and not come back.'

The first new-look baby department arrived in the Eagle Centre store in Derby on Monday. Variants of the range will enter a further 20 shops by September.

The plan's potential is thought to be even bigger, because ELC has a presence in 320 Sainsbury's stores and 56 Debenhams outlets.

Lines being introduced include nursery ranges, bedding and toys from Mamas & Papas, plus toys and craft products from ELC.

Verdict Research director Richard Hyman said Boots was hitching its wagon to 'good- quality brands', but would face stiff competition.