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New Baby & Toddler Store Opens In Wilmslow
Kay Stevenson

A new independent baby and toddler store offering exclusive brands, expert advice and personal shopping opens this week (27th May 2021) in Wilmslow.

Baby Loves is the brainchild of Steve Abse, who brings 22 years of passion for baby and toddler retail to the town and 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 for expectant mums.

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 market – 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, Boori with clothing and gifts by Mar Mar, 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 is trying, where he can, to source product locally, supporting local businesses by showcasing their products in the store, or through Baby Loves’ online ‘marketplace’.

Steve commented: “We want to be more than a store, somewhere where experienced assistants are helpful, knowledgeable and supportive of our customers. A place of unrivalled baby and toddler expertise in a great location. We know there is a gap in the market 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. “


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