First-look pictures of the city's newest baby goods store have been revealed just days from the official opening. 

My Baby will be a "one-stop" shop for prams, strollers, car seats, cribs, changing equipment and more when it launches at Bowthorpe Shopping Centre on Saturday. 

And as part of its grand opening, there will be free goodie bags and exclusive offers available over the weekend. 

The new store is opening this SaturdayThe new store is opening this Saturday (Image: Natalie Harper)

The store's owner, Natalie Sadler, said: "The Norwich branch will be our most exciting project yet.

"We also have something different we will be bringing to the upstairs of the building soon too."

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Details of this upstairs are being kept a closely guarded secret but brands including Maxi Cosi, Egg, iCandy and Bugaboo will be stocked downstairs from Saturday. 

Prams, strollers, car seats, cribs, changing equipment and more will be stocked at the shopPrams, strollers, car seats, cribs, changing equipment and more will be stocked at the shop (Image: Natalie Harper)

There will be brands on offer including Maxi Cosi, Egg, iCandy and BugabooThere will be brands on offer including Maxi Cosi, Egg, iCandy and Bugaboo (Image: Natalie Harper)

Natalie started the company in her native Peterborough after the birth of her daughter three years ago.

She and her partner noticed the lack of baby shops in the area so decided to open their own. 

They opened a second shop in Cambridge last year and the Norwich branch will become their third and largest to date.