Online baby products retailer Kiddicare has snapped up the leases of 10 former Best Buy stores.

The etailer, acquired by Morrisons in 2011, is to invest around £15m in the stores.

The first location to open will be put to a vote via a social media. Once open, all of the stores will be rated on the customer service experience delivered, with the results displayed to customers.

Store locations

  • Aintree
  • Bristol
  • Croydon
  • Enfield
  • Hayes
  • Hedge End
  • Merry Hill
  • Nottingham
  • Rotherham
  • Thurrock

The move extends the retailer’s multi-channel offer. Kiddicare - which is predominantly an online retailer but has one store at its Peterborough head office - will create 700 new jobs across the country with the openings.

The first store is expected to open before this autumn.

US electricals giant Best Buy exited the UK this month after the performance of its stores failed to meet expectations.

Kiddicare already offers a number of ways to purchase goods including via apps, kiosks and online with free next day delivery in a one hour time slot as standard.

Kiddicare chief executive Scott Weavers-Wright said: “These 10 flagship stores will put Kiddicare within easy driving distance of nearly a third of the UK population.

“As well as being fantastic destination superstores for families across the country, they are the ideal platform for to lead the baby market by giving a true multi-channel experience.”

Stores will offer a number of services including free car seat fittings.