They've come forward with 20 options across the country. We see this as a footfall driver and want it in our larger stores." The store was debuted as part of the maternity retailer's turnaround plan which Calver kickstarted six months ago. Improving Mothercare's value perception has been a key strand in Calver's plan. The value clothing lines it introduced in autumn 2012 proved a big hit with customers leading to the retailer buying three times more for spring 2013. Value currently accounts for 10% of its clothing sales. Calver expects this to rise to 15% by spring next year and 20% in the medium term. He said: "It's not about making Mothercare a discounter. We need to have the basics and also product that people can trade up to." Calver said the move towards value had not impacted margin, with the level of product sold on markdown reducing. The retailer has also gained efficiencies by negotiating with its suppliers.