Baby brand Chicco Singapore launches its first Southeast Asia concept store at Tanglin Mall this week.

It is also the largest Chicco store in Asia, covering 4400 sqft (408 sqm), it offers products that cater to the varied needs of children for every stage of their development.

In a bid to make the shopping experience easy, the Chicco concept store has a guided path with different product categories delineated by colour, icons and imagery.

The 58-year-old brand offers tiered pricing to ensure products are accessible to all shoppers. Chicco also has a homogenous pricing model, so shoppers in Singapore have similar prices to its stores in Europe for the same products.

To understand more about the needs of children during their early stages of development, Chicco has its own R&D centre, known as Osservatorio Chicco. The brand also guarantees the safety of its products.

Chicco was founded by Pietro Catelli in Como, Italy, in 1958 after the birth of his son Enrico, affectionately nicknamed Chicco. Twelve years earlier, Catelli had founded sales agency Artsana, which specialises in the production and distribution of products for venipuncture and medication.

Chicco now has a presence in 120 countries.