Format
At the time, Boots' larger high street stores sold a range of baby products, maternity and children's clothing. However the Children's World stores were a larger "superstore" format typically located in retail parks, [2] which sold a wider range of clothing, shoes, toys, baby products and nursery furniture for children under 10. The stores also included a play area, a hairdresser and a snack bar. Boots was planning to spend £100 million in total on the 30 Children's World stores they intended to open. The first three stores opened in Dudley, Cricklewood and Leicester in the spring of 1987, with Boots hoping to show a profit within two years. Boots shares fell 1p on the announcement of the Children's World stores, with the City feeling that the business should concentrate on it's existing chemist-based stores. [3] [4]
