ONLINE baby retailer Direct2Mum is opening its first store as it aims to strengthen its position in the market.

Direct2Mum is a family-run business, launched in 2010 by its chairman professor Graham Leslie and his son and daughter, Alex Leslie and Fay Briddon. The store opening is part of the company’s five year commitment to build the Direct2Mum brand in the retail sector. It received significant funding from investment company One Degree Capital in 2013