Morrisons has moved four of its senior directors into its wholly-owned subsidiary Kiddicare, the UK’s leading online baby shop.
Kiddicare is boosting its management team as it prepares to launch a full multi-channel experience.
The company has already recruited industry leaders from Mothercare, Moda in Pelle, Autotrader and Boots as it prepares to grow.
Dalton Philips, Morrisons’ chief executive, said the move is in preparation for a major expansion that will see Kiddicare opening a chain of standalone bricks-and-mortar stores in addition to its online operation.
Morrisons bought 10 former Best Buy stores in January to convert to Kiddicare outlets.
Hilary Leam, director for health beauty and household, becomes commercial director for Kiddicare, while business development director Grant Henley is taking up the position of Kiddicare operations director.