Hedge End Kiddicare set to close as focus goes online

Crowds outside Kiddicare when it opened in April 2013

Crowds outside Kiddicare when it opened in April 2013

First published in News
Last updated
Daily Echo: Photograph of the Author by , Senior reporter

BABY superstore chain Kiddicare looks set to close its Hampshire store as it aims to focus on its online business

The firm, which has a store in Charles Watts Way, Hedge End, will close its ten stores after the business was sold by Morrisons to company turnaround funders Endless LLP for £2 million.

The store currently has a closing down sale

It is estimated between 700 and 800 jobs will go nationwide and a consultation process is currently underway.

A spokesman for Kiddicare said it was not possible to confirm how many jobs would be lost in Hedge End.

In a statement issued by Endless LLP, it confirmed it acquired Kiddicare from Morrisons.

It said the firm recorded sales of circa £80million for the year ending February 2014, adding Morrisons announced earlier this year that Kiddicare was “non-strategic” and would seek a transfer to new ownership in 2014.

Garry Wilson, managing partner of Endless, said: “Kiddicare has a history as a trusted brand in the children’s market. We will be working hard with management to grow the business over the long-term.”

Kiddicare was founded in 1974 and operates online and from 11 stores.

Comments (15)

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7:19am Thu 31 Jul 14

__KTF__ says...

One week after it was announced that all stores bar one would be closing (the stock clearance event started on the 25th), the Echo picks it up...

There isn't a lot left in the store now as its been pretty well stripped.
One week after it was announced that all stores bar one would be closing (the stock clearance event started on the 25th), the Echo picks it up... There isn't a lot left in the store now as its been pretty well stripped. __KTF__
  • Score: 7

7:42am Thu 31 Jul 14

mickey01 says...

Unfortunately these stores are victims to the internet shopper who would visit the store try out the buggies. high chairs etc. then go home to research a cheaper price on line
Unfortunately these stores are victims to the internet shopper who would visit the store try out the buggies. high chairs etc. then go home to research a cheaper price on line mickey01
  • Score: 11

9:04am Thu 31 Jul 14

BitterneP@rk says...

mickey01 wrote:
Unfortunately these stores are victims to the internet shopper who would visit the store try out the buggies. high chairs etc. then go home to research a cheaper price on line
Kiddicare started as a single shop (in Peterborough, which is the only store to remain open I think) then became a thriving online business. After this they moved into megastore retailing. So a brave attempt to reverse the trend.

Ironically, as a business model we had the argument that retail parks were killing the high street a few years ago so I guess the smaller independent shops that you often find aren't going to be too devastated at this news.

Although I think I always ended up buying stuff there and then from Kiddicare who were quite reasonably priced, I'll admit that I often try stuff out in a shop and buy online. In this climate where money is tight I have to do what I can to make ends meet, staying the right side of the law. I don't think you can go as far as saying this is stealing by the definition in law. But morally, I admit it doesn't sit right. Question is, what do you do?
And what do retailers, landlords do to make over the counter purchasing more attractive?

Against all this it is good to see Portswood High Street flourishing with lots of exciting, independent eateries like Sprinkles and 7-Bone. I hope the landlords there keep rents reasonable to attract smaller retailers because the foot traffic is there.

--------

Such a shame for the staff at this place, hopefully Next will be able to pick a lot of those guys up when they open their new store next door.
[quote][p][bold]mickey01[/bold] wrote: Unfortunately these stores are victims to the internet shopper who would visit the store try out the buggies. high chairs etc. then go home to research a cheaper price on line[/p][/quote]Kiddicare started as a single shop (in Peterborough, which is the only store to remain open I think) then became a thriving online business. After this they moved into megastore retailing. So a brave attempt to reverse the trend. Ironically, as a business model we had the argument that retail parks were killing the high street a few years ago so I guess the smaller independent shops that you often find aren't going to be too devastated at this news. Although I think I always ended up buying stuff there and then from Kiddicare who were quite reasonably priced, I'll admit that I often try stuff out in a shop and buy online. In this climate where money is tight I have to do what I can to make ends meet, staying the right side of the law. I don't think you can go as far as saying this is stealing by the definition in law. But morally, I admit it doesn't sit right. Question is, what do you do? And what do retailers, landlords do to make over the counter purchasing more attractive? Against all this it is good to see Portswood High Street flourishing with lots of exciting, independent eateries like Sprinkles and 7-Bone. I hope the landlords there keep rents reasonable to attract smaller retailers because the foot traffic is there. -------- Such a shame for the staff at this place, hopefully Next will be able to pick a lot of those guys up when they open their new store next door. BitterneP@rk
  • Score: 10

9:34am Thu 31 Jul 14

excusemoi says...

It only seems a little while ago it opened the big store in Hedge End! When my girls were little i always purchased online from Kiddicare. They had the best prices!
I wonder what's going to take over at the old Wickes site in Hedge End?
It only seems a little while ago it opened the big store in Hedge End! When my girls were little i always purchased online from Kiddicare. They had the best prices! I wonder what's going to take over at the old Wickes site in Hedge End? excusemoi
  • Score: 4

9:45am Thu 31 Jul 14

S!monOn says...

BitterneP@rk wrote:
mickey01 wrote:
Unfortunately these stores are victims to the internet shopper who would visit the store try out the buggies. high chairs etc. then go home to research a cheaper price on line
Kiddicare started as a single shop (in Peterborough, which is the only store to remain open I think) then became a thriving online business. After this they moved into megastore retailing. So a brave attempt to reverse the trend.

Ironically, as a business model we had the argument that retail parks were killing the high street a few years ago so I guess the smaller independent shops that you often find aren't going to be too devastated at this news.

Although I think I always ended up buying stuff there and then from Kiddicare who were quite reasonably priced, I'll admit that I often try stuff out in a shop and buy online. In this climate where money is tight I have to do what I can to make ends meet, staying the right side of the law. I don't think you can go as far as saying this is stealing by the definition in law. But morally, I admit it doesn't sit right. Question is, what do you do?
And what do retailers, landlords do to make over the counter purchasing more attractive?

Against all this it is good to see Portswood High Street flourishing with lots of exciting, independent eateries like Sprinkles and 7-Bone. I hope the landlords there keep rents reasonable to attract smaller retailers because the foot traffic is there.

--------

Such a shame for the staff at this place, hopefully Next will be able to pick a lot of those guys up when they open their new store next door.
The Next store is due to open in a couple of weeks - they've probably done all their recruitment by now.
[quote][p][bold]BitterneP@rk[/bold] wrote: [quote][p][bold]mickey01[/bold] wrote: Unfortunately these stores are victims to the internet shopper who would visit the store try out the buggies. high chairs etc. then go home to research a cheaper price on line[/p][/quote]Kiddicare started as a single shop (in Peterborough, which is the only store to remain open I think) then became a thriving online business. After this they moved into megastore retailing. So a brave attempt to reverse the trend. Ironically, as a business model we had the argument that retail parks were killing the high street a few years ago so I guess the smaller independent shops that you often find aren't going to be too devastated at this news. Although I think I always ended up buying stuff there and then from Kiddicare who were quite reasonably priced, I'll admit that I often try stuff out in a shop and buy online. In this climate where money is tight I have to do what I can to make ends meet, staying the right side of the law. I don't think you can go as far as saying this is stealing by the definition in law. But morally, I admit it doesn't sit right. Question is, what do you do? And what do retailers, landlords do to make over the counter purchasing more attractive? Against all this it is good to see Portswood High Street flourishing with lots of exciting, independent eateries like Sprinkles and 7-Bone. I hope the landlords there keep rents reasonable to attract smaller retailers because the foot traffic is there. -------- Such a shame for the staff at this place, hopefully Next will be able to pick a lot of those guys up when they open their new store next door.[/p][/quote]The Next store is due to open in a couple of weeks - they've probably done all their recruitment by now. S!monOn
  • Score: 3

10:22am Thu 31 Jul 14

saintsfan76 says...

The likes of Mothercare have had to restructure over the past few years just to survive. Moving off the high street avoiding the highest rents and integrating with its Early Learning Centre has been key to this.

First it was Best Buy now another less well known name Kiddicare is vacating the same site. Hope those affected can find another job.
The likes of Mothercare have had to restructure over the past few years just to survive. Moving off the high street avoiding the highest rents and integrating with its Early Learning Centre has been key to this. First it was Best Buy now another less well known name Kiddicare is vacating the same site. Hope those affected can find another job. saintsfan76
  • Score: 4

1:11pm Thu 31 Jul 14

jrd101 says...

The old Wickes site is going to be a Morrisons
The old Wickes site is going to be a Morrisons jrd101
  • Score: 4

1:54pm Thu 31 Jul 14

mickey01 says...

excusemoi wrote:
It only seems a little while ago it opened the big store in Hedge End! When my girls were little i always purchased online from Kiddicare. They had the best prices!
I wonder what's going to take over at the old Wickes site in Hedge End?
I heard another supermarket was interested
[quote][p][bold]excusemoi[/bold] wrote: It only seems a little while ago it opened the big store in Hedge End! When my girls were little i always purchased online from Kiddicare. They had the best prices! I wonder what's going to take over at the old Wickes site in Hedge End?[/p][/quote]I heard another supermarket was interested mickey01
  • Score: 2

2:29pm Thu 31 Jul 14

burgerboy says...

Knew it couldn't last, Whoever heard of a baby superstore that didn't sell baby's.......
Knew it couldn't last, Whoever heard of a baby superstore that didn't sell baby's....... burgerboy
  • Score: 6

4:52pm Thu 31 Jul 14

Zexagon says...

jrd101 wrote:
The old Wickes site is going to be a Morrisons
Has wickes gone? Didn't know that.How long they been gone?
[quote][p][bold]jrd101[/bold] wrote: The old Wickes site is going to be a Morrisons[/p][/quote]Has wickes gone? Didn't know that.How long they been gone? Zexagon
  • Score: 1

5:04pm Thu 31 Jul 14

__KTF__ says...

Zexagon wrote:
jrd101 wrote:
The old Wickes site is going to be a Morrisons
Has wickes gone? Didn't know that.How long they been gone?
They moved round the corner next to Magnet to a new purpose built store as the existing one was too big for their needs.

Happened a few months ago.
[quote][p][bold]Zexagon[/bold] wrote: [quote][p][bold]jrd101[/bold] wrote: The old Wickes site is going to be a Morrisons[/p][/quote]Has wickes gone? Didn't know that.How long they been gone?[/p][/quote]They moved round the corner next to Magnet to a new purpose built store as the existing one was too big for their needs. Happened a few months ago. __KTF__
  • Score: 2

7:05pm Thu 31 Jul 14

Stubs says...

Looks like Next could of saved a fortune by moving straight in after kiddi care go.
Looks like Next could of saved a fortune by moving straight in after kiddi care go. Stubs
  • Score: 2

11:40pm Thu 31 Jul 14

look outside the box ! says...

There's always nappytastic Childcare supplies in Woolston - 4 doors up from post office just under train bridge !! Opposite free car park and open till 8pm Thursdays !! Very friendly personal service - they are on Facebook too !! They are also the first and only retail store to be licenced for gift aid by Southampton hospital charity for the benefit of PICU AND THE SCBU !! Well worth a look xx
There's always nappytastic Childcare supplies in Woolston - 4 doors up from post office just under train bridge !! Opposite free car park and open till 8pm Thursdays !! Very friendly personal service - they are on Facebook too !! They are also the first and only retail store to be licenced for gift aid by Southampton hospital charity for the benefit of PICU AND THE SCBU !! Well worth a look xx look outside the box !
  • Score: -2

9:39am Fri 1 Aug 14

From the sidelines says...

burgerboy wrote:
Knew it couldn't last, Whoever heard of a baby superstore that didn't sell baby's.......
Sell baby's what?
[quote][p][bold]burgerboy[/bold] wrote: Knew it couldn't last, Whoever heard of a baby superstore that didn't sell baby's.......[/p][/quote]Sell baby's what? From the sidelines
  • Score: -2

9:41am Fri 1 Aug 14

From the sidelines says...

I was surprised when shopping there for clothes, when they asked if I wanted the coat hanger.

I told them it was a bit late for that.
I was surprised when shopping there for clothes, when they asked if I wanted the coat hanger. I told them it was a bit late for that. From the sidelines
  • Score: 3

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