Morrisons is understood to be weighing up offering a kidswear range as part of chief executive Dalton Philips’ development plans.
It is thought Morrisons sees kidswear as key for shoppers seeking to do a one-stop shop for the family.
Alongside kidswear, Morrisons is also considering extending further into non-food, with possibilities including homewares, electricals and entertainment.
Some analysts have questioned how Morrisons could find the space for a clothing range. Shore Capital analyst Clive Black said the grocer needed to consider additional ranges and said the core Morrisons estate had scope to carry non-food ranges. But he added that the acquired Safeway shops were “much more constrained, already bursting at the seams with food and [with] little extension capability”.
In September Philips revealed that the grocer was executing an initiative called Project Liberate, under which 15% of space in stores will be freed to test new products.
Morrisons, which already has four concessions with clothing retailer Peacocks on trial, declined to comment on the kidswear move.