The first ever baby shop - complete with an advisory service for parents - is to open at Tesco.
Baby World will stock a wide variety of goods for babies and toddlers including new ranges such as O Baby and Hauck.
For the first time samples of strollers, high chairs, car seats and booster seats will be available as well as specialist advice from three store advisors.
Baby clothes will be alongside push chairs and nursery furniture such as high chairs for the first time – usually baby and toddler clothing is in a separate aisle.
Customers will also be able to order from the catalogue in the store in Walkden Tesco, Manchester, for home delivery or pick up in store next day.
Cots in particular have seen large growth since the baby boom earlier this year. Sales are up 52% compared with a year ago.
Tesco nursery category manager Dianne Jubb said: “It’s going to feel like walking into a stand alone baby shop but the prices are going to be extremely competitive. We know that first time Mums, in particular, want the experience of a dedicated baby store and like to have specialist advisors on hand. We have the whole range of baby and toddler goods in the new store from the first baby grow to a complete travel system for children. If successful we will roll out to other stores.”