Morrisons-owned Kiddicare opens its first standalone store (it already has a 50,000 sq ft store that forms part of its head office and distribution depot complex in Peterborough) on Wednesday as it reveals the use to which it will put the 10 sites it acquired from Best Buy earlier this year.

The 33,000 sq ft store has a host of new features including a buggy test-driving track, a workshop where broken pushchair wheels can be fixed and a “ViB (VERY IMPORTANT BABY)” room where parents will be able to consult on the equipment requirements for their offspring.

Outside the store, the parking bays that are directly in front of the store are reserved for drivers requiring child seats to be fitted in their cars and the store, designed by consultancy 20/20, also boasts a series of “Browse & Buy” order points.    

Chief executive Scott Weavers-Wright said that £15m has been earmarked to convert the former Best Buy stores and the next branch to open will be in Dudley, in December.