Toy retailer The Early Learning Centre is to launch concessions in a further 100 Boots stores, following a limited pilot in 20 outlets.
Boots began a concerted push back into the tots market in the summer, testing new-look baby departments that sell ELC toys and Mamas & Papas nursery ranges.
ELC managing director Mike France said the 20-store trial had been a 'great success, and ELC will be rolled out to a further 100 stores in the spring'.
Speaking at the Barclays Retail industry forum last Thursday, France also revealed it was in discussions with a large international retailer, with a view to becoming their 'sole toy provider'.
France said the revived brand, which generated un-audited sales of£175 million last year, was enjoying success as a multi-channel retailer. ELC has established several relationships with high street brands, including 56 concessions in Debenhams and a presence in 320 Sainsbury's stores.
France said Boots carried ELC's 0-2 Early Years range, demonstrating it could modularise its offer and still be successful. This makes other link-ups a possibility.
ELC is supplementing its 212-strong high street estate with out-of-town stores. Three of the larger 'play'-format stores are now open.
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