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Ex-Mamas & Papas director eyes 30 stores for kidswear chain

IndiaCoco, the Yorkshire-based kidswear independent founded by a former Mamas & Papas director, is embarking on an aggressive expansion strategy that will see it open up to 30 stores in the UK by 2020. 

The retailer, which sells UK brands such as Lilly and Sid, Joules and Frugi, began work this week to relocate its debut 450 sq ft Wood Street store in Wakefield to a 600 sq ft space inside the city’s Trinity Walk shopping centre, due to open on May 15.

Founder Claire Harper, previously marketing director at maternity and babywear business Mamas & Papas, said the move was “a stepping stone” to building an IndiaCoco chain across the UK.

“We’re currently looking at locations; we want to push north above Yorkshire but also stretch through the Midlands and further south,” she told Drapers.

“We want an even geographical split, but the main thing is being somewhere with good footfall and in areas that make initiatives such as click-and-collect accessible.”

Harper, who has held senior marketing roles at Sainsbury’s and John Lewis, said she is in initial discussions to develop an own brand range.

The company, which was founded in 2012 and stocks clothing, footwear and accessories for babies, girls and boys aged from newborn to 10 years, takes its name from Harper’s daughters, Coco and India. It is currently self-funded but will seek investment to back the growth.

@LukeToddUK

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