Online baby and toddler firm Kiddicare looks set to take over 10 Best Buy stores including the one in Lakeside.
Kiddicare already has one store, in Peterborough, which is the largest of its kind in Europe and is said to attract shoppers from more than 100 miles away.
The new store is set to open by the autumn reports the Daily Mirror..
The firm is hoping its online success – based on top-notch customer service and a broad range – transfers to a physical store. It has also won favour with parents for its next day delivery and one hour slots.
Kiddicare’s expansion is likely to worry its rivals, not least Mothercare which has suffered its far share of teething problems. It is closing 110 stores in the UK, mostly on the high street, after plunging into the red.
Kiddicare’s new megastores will be going head-to-head with Mothercare’s out-of-town parenting centres, which the firm is banking on to help revive its fortunes here.