Babyshop unveils new corporate identity

"Anyone who has kids knows that they are all about smiles, giggles, and fun. We want our stores to be a place where kids can be kids," said T S Vedapuri, General Manager, Babyshop UAE.

"The redesign of outlets and our new logo are also about making Babyshop more up to date and in line with the highest international standards."

The new layout of the stories is straightforward and full of bright colours, a reflection, according to senior Babyshop management, of what children 'want and need today'.

Babyshop has opted for a clutter-free interior that provides plenty of room to browse, even for mums with strollers.

Sections are clearly divided by colour coded pillars decorated with themed wallpaper: blue is for boys, pink for girls, yellow for babies, and green is for all.

There is also a play area, which is filled with nursery items and a background of green foliage to represent a park.

Babyshop's revamped outlet in Oasis Center, Dubai - the first store to complete the new corporate identity change - also boasts a state-of-the art mini theatre with a large plasma screen for children to watch cartoons while their parents shop for the latest in children's fashion, toys and accessories.

Babyshop specialises in clothing, toys and furniture for newborn babies, toddlers and children up to 12 years. The chain's international brands include Disney, Barbie, Fisher Price, Century, Little Tikes, Bratz, Peg Perego, and Cambrass - and the store has its own in-house brands like Juniors, Artex, Zigzigi, and Jsp.

Babyshop has 12 outlets in the UAE: two in Abu Dhabi, three in Dubai, two in both Sharjah and Al Ain, and single stores in Ajman, Fujairah, and Ras Al Khaimah. According to Babyshop officials, all stores will have been renovated by the end of the year.

A back-to-school promotion is currently underway at all Babyshop outlets. A huge selection of school clothing, bags, lunch boxes, and stationary at discount prices is on offer.