Kiddicare Affiliate Programme Transition to Dunelm Programme

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Kiddicare Affiliate Programme Transition to Dunelm Programme


Dear Affiliates

We acquired Kiddicare as part of our acquisition of the Worldstores business in December 2016. Since this time, we have made good progress in developing our approach to our baby and kids category, including the expansion of its in-store presence, building our own label ranges and growing sales.

We remain very excited about the opportunity in this category, however, having had 18 months since bringing the Kiddicare brand into the business, we are now confident that the most effective and simplest route forwards is to operate this category under the Dunelm brand. As a result, we will be ceasing to trade Kiddicare as a standalone brand, website and affiliate programme at the end of July.

We look forward to continuing to work with you as we develop our offering to customers in the category and migrate the Kiddicare programme to be part of the successful Dunelm programme.

Please don’t hesitate to speak to Tom Haig at AWIN in the first instance about opportunities to promote Baby, Nursery and Kids via

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Thank You
The Kiddicare Affiliate Team