Baby Boutique Preston has been open for less than a week in St Georges Shopping Centre and has already received lots of interest from local families, say its owners Sarah and Connor Marsh.
The shop stocks "affordable but nice clothing", soft shoes, prams and baby equipment for children up to the age of two.
The shop is the latest venture for its owners who also run another baby shop in Carlisle.
Sarah, 32, who is mum to two-year-old Mia, decided to start the family business after she became pregnant with her daughter.
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The Cumbrian-based entrepreneur said: "When I was pregnant I was really frustrated at the lack of independent baby shops. I started small by selling clothes online and eventually I managed to open a shop.
"We decided to expand as our other shop in Carlisle is doing so well and we really wanted another city centre location which is why we chose Preston.
"There didn't seem to be much choice in terms of independent baby shops in Preston city centre and we felt our shop could do well here.
"The shopping centre have been really supportive. We're hoping that the shop is a success and that we are able to expand into a bigger shop soon."
Sarah's mother Barbara McLean is helping to run the new baby shop for her daughter.
Barbara McLean said: "We chose Preston for our latest shop because it has a wonderful central location.
"Preston is a vibrant town and St Georges is a lovely indoor precinct."
Baby Boutique is located on Lune Street on the ground floor of the Mall.