Mohammed Patel, director of Kiddies Kingdom.
Chloe Shakesby

Yorkshire children's retailer plans to 'fill gap' left by Mothercare

A children’s retailer has announced its plan to fill gaps left by its competitor following record-breaking organic online sales.

Kiddies Kingdom, which is based in Yorkshire, has been working with Leeds company Visibilis in 2016 to help grow the company’s organic presence online.

In that period, organic channels grew from providing 14 per cent of sales to 33 per cent.

Following the growth, director Mohammed Patel has announced that he plans for Kiddies Kingdom to fill the high-street gap left when Mothercare closed its 79 UK stores.

Mohammed commented: “We are preparing an omnichannel strategy for the next 10 years which includes the development of our own technology, a roll-out of unique destination showrooms, and a 21st century online shopping experience.

“The key to prospering in the current climate is to look ahead, predict & plan for the future.

“Our Dewsbury Flagship showroom has been hugely successful. We know the type of experience the consumer is currently looking for on the high street and there is scope to replicate this throughout the UK.

“Now more than ever before, the market is hungry for a futuristic retailer who can fill the void Mothercare has left behind.

“If a retailer like this emerges, they will have an open road to be the go-to point for baby shopping. We believe we are that retailer.”

Visibilis managing director Daisy Wolfenden added: “Right from the start of the relationship we’ve been focused on helping Mohammed achieve his business goal of becoming a national children’s retailer, and month after month we’ve been absolutely delighted to be able to report on rapidly growing online results.

“What’s always key and at the centre of any partnership for us – is working towards a common goal.

“We truly feel like an extension of Mohammed’s own team and that’s how the client / agency relationship works best in our opinion.

“The small wins and micro-measurement is great day-to-day, but being able to work towards the bigger goal and actually see the results in terms of business growth is so exciting for us, and we can’t wait for what’s already looking like an exciting 2020 for Kiddies Kingdom and the Visibilis team.”

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