Checkers opens the first standalone Little Me – and it has exclusive baby clothes, maternity clothes line – Nach Welt

Checkers’ news from special baby store. (Image: Delivered / Shoprite)

  • Checkers just opened a new standalone store under its Little Me banner offering special baby essentials.
  • The first is in Drakenstein, Paarl, and has a locally made Cherry Melon maternity wear.
  • It also has local brands, Umatie, a maker of baby and toddler foods, and Ree Collective, a maker of baby bags.
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Checkers, which has just opened its new standalone baby store Little Me, is the newest retailer to be aggressively battling for the baby market in South Africa.

Little Me’s range is already available in some supermarkets, but now it’s offering the baby products in a separate one-stop destination.

The independent store in Drakenstein in Paarl carries a range of baby essentials from various brands and the Miyu maternity clothing line, which is made exclusively for Little Me. It was designed and manufactured by a local maternity wear brand, Cherry Melon.

Miyu’s maternity wear, Cherry Melon. (Image: Delivered / Shoprite)

The Little Me Store also stocks products from the Norwegian children’s furniture manufacturer Stokke, whose strollers, furniture, car seats and other accessories are only available in the Drakenstein Store. Other brands include Noola strollers, baby carriers and booster seats, exclusive to Little Me, and Umatie baby and toddler foods. The stores also have South African Ree Collective baby bags.


The Little Me Stores offer a range of baby items. (Image: Delivered / Shoprite)


The Little Me Stores offer a range of baby items. (Image: Delivered / Shoprite)


The Little Me Stores offer a range of baby items. (Image: Delivered / Shoprite)

The addition of Little Me is an opportunity to bring “amazing” baby brands to Checkers’ parenting customers at supermarket prices, said Willem Hunlun, chief operating officer at Checkers.

“With a baby shop in the destination, parents can browse the brands and products on offer in peace, while specialist staff are available in the stores to help them.”

Apart from the dedicated stores, the retailer already has the Little Me range in selected stores. These are the stores that Little Me’s currently have.

  • Dame Hyper Brackenfell (Fairbridge Mall, Western Cape)
  • Dame Hyper Edenvale (Meadowdale Mall, Gauteng)
  • Dame Hyper The Orchards (Mbombela, Mpumalanga)
  • Dame Hyper Pavillon (Westville, KwaZulu-Natal)

Six special Little Me stores will open from the end of November to December:

  • Checkers Hyper Bloemfontein (Fleurdal Mall, Free State): November 24, 2021
  • Checkers Hyper Somerset West (Helderberg Mall, Western Cape): 30. November 2021
  • Checkers Hyper Baywest Mall (Gqeberha, Eastern Cape): 4. Dezember 2021
  • Checkers Hyper Sun Valley (Fish Hoek, Western Cape): 14. Dezember 2021
  • Checkers Hyper Parklands (Sandown, Milnerton, Western Cape): 14. Dezember 2021
  • Checkers Hyper Eden Meander (George, Western Cape): December 15, 2021

Checkers’ Little Me stores come as its competitors battle for a share of the South African baby market cake, which has some 90,000 babies born annually. Last month, Clicks opened its second standalone baby store to expand its baby category.

Beauty and pharmacy retailer Dis-Chem has also made significant strides in baby retail with the acquisition of Baby City, where it is also introducing services in the baby and mothers’ wellness clinic. The retailer is also in the process of acquiring another baby retailer, Baby Boom, which will expand its baby range. Toys R Us has also expanded its baby range to include baby wellness clinics.

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