Tesco is gunning to grab a larger slice of the babywear market with the launch of a Baby World shop-in-shop.

The store-within-a-store will stock everything for young toddlers including pushchairs, prams, bedding, dummies and cots. The concept will launch at its supermarket in Walkden, Greater Manchester, and will also have trained baby advisers.

Tesco nursery commercial manager Dianne Jubb told The Sun: “It will be like walking into a standalone baby shop, but the prices are going to be extremely competitive.”