Up-for-sale nursery specialist Kiddicare is moving into consumable products such as nappies and food, in a bid to build repeat visits to its website.

The etailer, which specialises in nursery equipment, will start to sell consumables including nappies, juice, formula and food products from April.

Kiddicare chief executive Scott Weavers-Wright said: “We have 50,000 customers per month for one-off purchases. By launching into nappies, we can leverage the customer base we have and turn that into repeat business. We’re increasing our lifetime value.”

The nursery specialist is currently in the middle of a sale process to aid its ambitious growth targets. Weavers-Wright wants to build the business to exceed £100m turnover over the next two to three years.

The deal is expected to complete by the end of February, and four trade buyers are understood to be on the shortlist. A European ecommerce specialist is thought to be the preferred bidder as Kiddicare wants to expand overseas.

Weavers-Wright said that he expects consumables to be “very core” to its business and aims to capture about 10% of the UK nappies market in the next two to three years. He also expects to roll out the offering to Europe.

Kiddicare will launch an own-brand nappy range and will stock branded food lines. Weavers-Wright said it aims to take on the supermarkets and is targeting repeat customers who order in bulk, buying monthly supplies of food and nappies. It will aim to offer a bespoke service and will contact parents when it predicts a change in nappy size is due.

A print and TV marketing campaign to advertise the new product lines will begin in April.