Boots intends to cement its reputation as the favourite of mums-to-be with a push into maternity clothing.
The health and beauty retailer's sales of baby-related paraphernalia have soared since it broadened the offer to include childrenswear and nursery kit. In the quarter ended December 3, category sales climbed 13.3 per cent.
The retailer's clothing range is being designed by SR Gent, which co-created Boots' premium childrenswear range Molly 'n' Jack, and also supplies trendy US kids' brand OshKosh B'Gosh.
A Boots spokesman said the introduction of maternitywear was part of chief executive Richard Baker's strategy to re-establish the retailer in categories that are a natural fit. 'New mums tend to think of Boots and come into shops before the child is born, so a maternity offer makes sense,' said the spokesman.
Boots has been gradually introducing good, better, best ranges across the baby category.
The collection, which will go into 15 stores in April, will include casual fashion, swimwear and underwear, although a brand name is yet to be decided upon. The product will be sold in packs, because the majority of Boots stores do not have changing rooms.
'The collection offers a complete clothing range for mums-to-be in easy-to-wear, cool, comfortable fabrics and fashion colours,' said an SR Gent spokeswoman. 'The pricing is not set yet, but it will be mid-priced.'
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