Babywear company, The Essential One, has launched a dedicated in-store retail space in the Worcester branch of Toytown.
The new collaboration will see the company’s award-winning sleepsuit collection stocked in the Babyworld nursery department of the new toy shop in Worcester. The move reflects an effort to bring The Essential One’s products into bricks and mortar stores, as well as its traditional online channel.
Worcester is the first store to launch the products, with more stores to follow.
Mark Handley, owner of The Essential One, commented: “The Essential One has been a well-known online maternity and babywear brand for almost a decade, but we are now keenly exploring opportunities to bring our collection to the UK high street so mums can see our quality first-hand within a store environment.
“We are delighted to be working with Toytown, one of the largest independent toy retailers in the UK and Ireland, to expand their nursery range and offer parents the chance to buy baby clothes at the same time as their toy purchases.
“Toytown Worcester is the first store to open with The Essential One and we are looking forward to introducing the brand into other Toytown locations
The sleepsuits are made from 100% superfine cotton and are often inspired by the animal characters synonymous with The Essential One’s brand. Fully poppered for easy changing and with integrated scratch mitts, the products are available from newborn to 18 months across a variety of patterns, prints and colours.
