British nursery brand, Ickle Bubba, is teaming up with Asda to expand its offer to parents across select locations in the UK. Branded bays featuring a curated range of Ickle Bubba products will be available in Asda’s Wigan, Tamworth and Coventry stores. The trial could then potentially extend to more stores.

The range in Asda will include nursery furniture and interiors, pushchairs, car seats and gifts. Plus, baby and toddler essentials. The product bays will enable customers to experience the brand’s identity as well as get up close to key lines from its range.

To help prospective parents find the right product, Ickle Bubba brand ambassadors will be providing demonstrations and guidance. The ambassadors will be available every weekend from now in Coventry. They will also be present in Tamworth and Wigan from the New Year.

Shoppers can also scan a QR code at the shelf edge to shop the brand’s full range on George.com.

Commenting is Ickle Bubba CEO and founder, Fran Vaughan. “We are excited to announce our partnership with Asda. With great synergy between both brands, we want to build on our mission to offer customers great quality products and great value by teaming up with Asda, who have a strong heritage in delivering this for customers.”

Matt Harrison, Senior Director of Business Development and Strategic Partnerships adds; “In partnering with a brilliant brand like Ickle Bubba, we’re able to complement our fantastic existing baby proposition by offering items such as furniture and travel systems, meaning shopping for little ones is more convenient.

“The branded trial in three Asda stores will also see Ickle Bubba products available on George.com, making Asda a ‘one-stop shop’ for everything baby.”

For further information on the brand, please click here.