Baby City
Baby City operates a chain of 20 nursery retail stores throughout New Zealand, focused on the market for baby care, clothes and accessories is the focus of the Baby City specialist baby care stores. The Group considers that it has the potential to expand its share of the baby care market substantially.
The range of products Baby City sells includes clothing, toys, books, cots, prams, high chairs, car seats, bedding, aids for nursing mothers, health and safety products and a wide range of accessories. Baby City stores focus on providing a relaxed, pleasant and informative atmosphere. Most stores features include information panels and interactive touch screens and access to the Baby City website.
One of the major successes of Baby City has been the growth and success of babywear, being driven by the central sourcing capabilities of PPGL. We have market leadership with our product ranging from apparel to hardware including cots, high chairs, prams, strollers and car-seats.
Baby City attracts consumers seeking better quality products at family-friendly prices. The chain is well placed geographically to gain sales generated by both market opposition and the national birth rate.
Baby City stores are situated in standalone locations or within PPGL combination stores in bulk retail centres attracting ‘destination’ shoppers. Baby City has benefited from the clustering with Postie+ stores and an expansion of floor space will occur in some of these locations vacated by Arbuckles.
Baby City has also experienced significant store sales growth from new store development. The flagship large format 1,100sqm store at Albany, Auckland, is the largest specialist nursery store in New Zealand and our first in a Westfield shopping centre. New stores were opened in the past 18 months include Pukekohe, Lynmall (Auckland) and at Nelson.
Development History
Before its acquisition by Postie+ in August 2002, Baby City had been owned and operated by the Nuttall family for 17 years.
Terry and Noelene Nuttall opened the first Baby City store in Christchurch in 1986 and gradually expanded through the South Island in subsequent years. The chain gathered a reputation for providing a comprehensive product range and quality service.
During the 1990’s, the Nuttalls directly imported progressively more of their product requirements and in 1996 acquired a warehouse and head office in Christchurch.
In 2003, Baby City was acquired to form part of PPGL. . Led by Brent Nuttall, a son of the original owners, Baby City operates as a separate division sharing group infrastructure and expertise.
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