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Retail Industry News

Independent baby store opens in Wilmslow


A new independent baby and toddler store offering exclusive brands, expert advice and personal shopping has opened in Wilmslow.

Independent baby store opens in Wilmslow


"We want to be more than a store - a place of unrivalled baby and toddler expertise in a great location. "
Steve Abse, Baby Loves founder



Baby Loves is the brainchild of Steve Abse, who brings 22 years of passion for baby and toddler retail to the town. It will fill a gap in the market for a premium shopping experience for Cheshire parents-to-be.

The spacious new store will be based at Orbit Development’s unique period property Millbank House, covering 3000 sq ft, accessed via Riverside Business Park, with handy parking outside.

Drawing on his marketing and retail track record with iconic baby brands Mothercare and Mamas and Papas, Steve is aiming to raise the bar in the market, with the focus on a relaxed, personal service in a stylish, spacious, designer environment.

Baby Loves will be offering a carefully-edited range of the best baby and toddler brands in the sector – those who are highly selective about where they are sold - across pushchairs, nursery, clothing, gifts, car seats, and baby accessories. 

They will include Bugaboo, Cybex, Silver Cross, Joolz, Uppababy and Boori with clothing and gifts by MarMar, Freya Lillie, Mori and From Babies with Love. Danish design brand Done by Deer and Dr Browns will also feature, changing bags and accessories will be from Tiba+Marl.

To complete the vision for best in class products, service, care and advice, Baby Loves will offer parents-to-be one-on-one personal shopping experiences – with 24/7 out of hours access if required - and the chance to attend bigger events with baby and toddler specialists talking about everything from baby sleep to car seat safety.   Baby loves will also provide a same day free gift-wrap and delivery service within 10 miles of the store.

Steve commented: “We want to be more than a store - a place of unrivalled baby and toddler expertise in a great location. We know there is a need here in Wilmslow for premium baby and toddler products and high quality, personal service - before, during and after the birth!”

Steve has recruited locally for five customer advisers, including Manager Maria Flynn, who ran a Mamas and Papas store for 15 years .

James Nicholson, Leasing Surveyor at Orbit, added: “Millbank House in Wilmslow is the perfect location for Baby Loves. It is sure to become a destination of choice for parents-to-be where they can enjoy a rather special shopping and advisory experience from Steve and his team. We wish him every success.”

Of Orbit’s support during the move, Steve commented: “James has been fantastic. He kept things right on track for me, in spite of the pandemic. “

Millbank House is a period mill conversion that combines the best of both modern and traditional design features. Any requirements for space within Wilmslow and the surrounding area, contact James Nicholson on 01625 588 233 for more information or to arrange a viewing.

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