Sales of the new mini mode children's wear range, which is designed and sourced by Adams Childrenswear and sold exclusively through Boots, are already well ahead of target following an intensive four-week nationwide roll-out programme the two companies said today.

The new 0-4 years baby and toddler clothing range is now available in 264 Boots stores across the UK and Eire.

"Putting an entirely new range into an average of 14 Boots stores a day since 6 January has been a major challenge," said David Empson, new brands director at Adams. "Seven teams of shop fitters and store staff from Boots and Adams have completed each store roll-out in under four hours.

"Sales performance has exceeded all our expectations, with scratch mitts and body suits for newborns among the fastest selling lines."

Added Madeleine Bonicel, marketing manager for mini mode at Boots: "The reaction to mini mode has demonstrated the exciting growth potential for us in this area of the market."

Boots is supporting the launch of mini mode with a £250,000 press advertising and public relations campaign, and £100,000 programme of in-store promotional activity.