Littlewoods saw nursery and kidswear sales soar 17% from January 5 to date, following the launch of a dedicated kidswear area on its website.
Littlewoods' dedicated kidswear section boasts an increased product offer including own brand Jam Jelly alongside premium high street brands such as Mamas & Papas. Littlewoods will launch a second kidswear own brand called Small Wonders for autumn.
Shop Direct Group trading director David Inglis said: "Sales have improved dramatically across nursery and kidswear this season, due to the excellent presentation on the website and the fact that we offer the complete parenting solution. What's more, we stock the high street brands as well as our unique designs, at great value for money."