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Leeds’ Visibilis Helps Kiddies Kingdom to Break Organic Record

Leeds-based agency Visibilis has worked with Kiddies Kingdom to hit record-breaking organic sales – and now plans are announced to plug the gap left by Mothercare.


Leeds-based digital marketing agency, Visibilis started working with Kiddies Kingdom in November 2016, with the sole aim of growing their organic presence and building their authority online.  When work began, organic channels accounted for only 14% of sales, with the majority of marketing spend fed into PPC to drive sales. Against competitors, Kiddies Kingdom’s visibility was fairly low and they were ranking for only a small number of keywords.

Visibilis’ strategy for the brand focused on gaining coverage and exposure for Kiddies Kingdom amongst its key demographics, building awareness of the brand to lead to more authority in the SERPs.  With relevant and valuable coverage gained for the brand in national publications such as The Sun, iPaper, The Telegraph and The Mirror – Kiddies Kingdom’s visibility has now grown by a massive 337%, ranking for 144% more keywords than in 2016.  Organic sales now account for a third (33%) of all online sales, an increase of 135% from the beginning of the relationship.

The Kiddies Kingdom brand is growing, and it’s growing fast.

Kiddies Kingdom started out life in the early 1980s, then known as the Nappy Factory. Director, Mohammed Patel took over the business from his dad after leaving school and created the Kiddies Kingdom brand. It’s still now an independent, family-run company – focused on driving sales through its website and its only showroom in Dewsbury.  Mohammed has transformed Kiddies Kingdom from a small family business in Dewsbury to now one of the UK’s leading independent children’s retailers, arguably only overshadowed by the Mothercare and Mamas & Papas brands, both of which recently went into administration.  Mohammed has been in talks with Mothercare’s administrators the last few months and put forward a nine-point proposal including an option to take over the retailer’s best performing stores. However, after assessing the commercials, Mohammed Patel explains:

“Although there was some value in taking over existing locations, it makes more commercial sense for us to start from a blank canvas and build 21st century showrooms in strategic locations, which deliver an omnichannel experience.”  

Building a strong online presence which reached a national audience has been an integral part of Mohammed’s national expansion plans, and key to that, is ensuring he has the right digital expertise and teams helping him.  It’s this approach of building the brand and loyal customers online first that Mohammed believes is the right approach to being able to succeed on the high street in 2020 and beyond. Mohammed comments:

“We are preparing an omnichannel strategy for the next 10 years which includes the development of our own technology, a roll-out of unique destination showrooms, and a 21st century online shopping experience.  The key to prospering in the current climate is to look ahead, predict & plan for the future. Our Dewsbury Flagship showroom has been hugely successful. We know the type of experience the consumer is currently looking for on the high street and there is scope to replicate this throughout the UK.

 Now more than ever before, the market is hungry for a futuristic retailer who can fill the void Mothercare has left behind. If a retailer like this emerges, they will have an open road to be the go-to point for baby shopping. We believe we are that retailer.”


On the back of Kiddies Kingdom’s record-breaking online sales, Visibilis managing director Daisy Wolfenden commented: “Right from the start of the relationship, we’ve been focused on helping Mohammed achieve his business goal of becoming a national children’s retailer, and month after month we’ve been absolutely delighted to be able to report on rapidly growing online results.  What’s always key and at the centre of any partnership for us – is working towards a common goal. We truly feel like an extension of Mohammed’s own team and that’s how the client / agency relationship works best in our opinion.  The small wins and micro-measurement is great day-to-day, but being able to work towards the bigger goal and actually see the results in terms of business growth is so exciting for us, and we can’t wait for what’s already looking like an exciting 2020 for Kiddies Kingdom and the Visibilis team.”

Original words by Visibilis.  Feature photograph is Mohammed Patel, provided by Visibilis.