Kiddicare wants to be as disruptive as the little monsters who use its products. Traditional sellers of baby gear, laden with too many stores and creaky technology, have all the perkiness of sleep-deprived parents. Internet-based Kiddicare should run rings around them. So it seemed odd last year when the British merchant took over ten "superstores" from Best Buy, itself an erstwhile disrupter (in electronics). Far from weighing Kiddicare down like overstuffed nappy bags, the shops will give customers "a true multichannel experience", the retailer vowed.
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