JANUARY 2019 ISSUE 4 VOLUME 22
Lila
Meet our new signature style
baby19_240x315_Nursery Today.pdf
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contents Re g ul a r s
the team
Contributors
News file Retailer Pro 12 p Talking Sho 16 apshot Supplier Sn 18 cts New Produ 49 roducts The Baby P 50 n Associatio
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Editor Penny Franks penny@lemapublishing.co.uk
Ad Manager Christine Contreras christine@lemapublishing.co.uk
Design Production Director
JANUARY 2019 ISSUE 4 VOLUME 22
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Rainbow Designs Anthony Temple, Managing Director of Rainbow Designs, looks at some of the 2019 drivers for gifting in the nursery sector.
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Barking Mad This issue John Barker takes a
Paul Naish paul@lemapublishing.co.uk
look back at 2018 - what can we
Managing Director
forward into 2019?
learn for the past year moving
Mark Naish mark@lemapublishing.co.uk
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Ross Hewitt Are most consumers still in the
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
p20
dark?
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Intelligent Retail
Circulation
David Fairhurst looks at what
Robert Thomas robert@lemapublishing.co.uk
happened in eCommerce during 2018.
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The Insights People The rise of click and collect.
Cover Story
Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
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Maxi-Cosi Meet Lila, the newest addition to the Maxi-Cosi pushchair range.
www.nursery-today.co.uk
Features
p34
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Travelling Baby
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Meet the PRs
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Toy Fair Preview
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Pre-School Toys
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Essentials for Baby
p42
Be part of the bigger picture ...
24 - 26 March 2019
Harrogate Convention Centre, North Yorkshire
Give buyers a choice and a need to visit New Products Showcase feature now booking! www.nurseryfair.com Tel: 01902 880906 / 882280 Email: adrian@nurseryfair.com HINF DEC 2019 ADVERT NT - DRAFT 2.indd 1
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editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag Instagram: nurserytoday irstly, may I wish everyone a very happy and prosperous 2019! 2018 was a year of uncertainty for retail and the High Street, with (sorry to state the obvious) Brexit not helping as we have yet to uncover what this will actually mean for everyone and how this will impact trade in the UK. On top of this, it would appear that we are continuing to experience a fall in our birth rates. For example, information from the Office of Statistics illustrates the provisional number of live births in the UK in 2017 was 755,042; a decrease of 2.6% compared with 2016. To gain an insight, for example, the total fertility rate (TFR) for England and Wales also decreased in 2017 to 679,106 live births with an average of 1.76 children per woman from 1.81 in 2016, declining for the fifth consecutive year, from 1.94 in 2012. However, in 2017 in England and Wales the fertility rates for women aged 40 years and over increased by 1.3% compared with 2016, continuing the long-term rise recorded since the late-1970s. The fertility rate for this age group is at its highest level since 1949, with 16.1 births per 1,000 women aged 40 years and over. For the third consecutive year the fertility rate for
F
Introducing Lila! Take a look at Maxi-Cosi’s latest addition. Page 10.
Toy Fair 2019 set for success. Turn to page 32.
women aged 40 years and over exceeded the rate for women aged under 20 years; this pattern was last recorded in 1947.Women aged 30 to 34 years have had the highest fertility rate in England and Wales of any age group since 2004; prior to this, women aged 25 to 29 years had the highest fertility, indicating that women are progressively delaying childbearing to older ages. This may be due to several factors such as increased female participation in higher education and the labour force, the increasing importance of a career, the rising costs of childbearing, labour market uncertainty and housing factors. Given this information and with no signs of any immediate change, what will buying habits be? Will new parents have a larger disposable income and possibly be purchasing higher price ticket items for their newborns? This issue we kick-start the New Year by bringing you a host of features, including products that are of
assistance when travelling with a baby or toddler (page 20), Pre-school toys, starting on page 32 with our Toy Fair preview and essentials for newborns (page 42). You will also have noticed that this issue over cover features Maxi-Cosi and this month they introduce you to their newest addition to their pushchair range, Lila. This has been designed with comfort in mind for both babies and toddlers and features stylish leatherette detailing and a signature chassis to add to the wow factor. Turn to page 10 to read all about it! This month is also a busy time for many in the nursery and toy industries as we will see Toy Fair opening their doors on the 22nd January. Toy Fair is a great way of spotting upcoming trends, new licensed product ranges and the next ‘must have’ toys for Christmas 2019. The additional footfall this category could bring is well worth consideration. Toys are bought by not only parents, but also family members and friends. For more information visit www.toyfair.co.uk Finally, we also bring you a great round up of PRs who are focussed on the nursery sector. If you are a company currently thinking about changing your existing PR, or perhaps you are a new company looking for help in driving consumer awareness to your product or brand, or a retailer looking for unique ways of drawing attention to your store or website to gain additional footfall, then look no further than our feature starting on page 28.
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news Swandoo readies for global expansion
Potty Chair Designed to make potty training easier for everyone
Swandoo has recently appointed industry expert Nicolás C. Moeller as their new Managing Director Sales & Marketing. Nicolás has worked for a number of major premium car seat brands including Kiddy, Cybex and, most recently, Recaro so he brings a wealth and diversity of experience. “We are excited and delighted that Nicolás has joined us at this crucial stage of the company’s expansion. His outstanding range of skills and experience make him a great asset. With support from the rest of our dynamic team we are confident that he will make a critical difference in progressing our immediate and long-term objectives. We are now in discussions with experts and distributors in several countries following our successful showcase at Kind & Jugend this year and Nicolás has a primary role in taking this forward.” – Kenny Lai, Founder of Swandoo. Web: www.swandoo.com
Bravado Designs Take the ‘Next’ Step
Bravado Designs is thrilled to announce it will be launching four of its award-winning maternity and nursing bras with Lipsy on leading fashion retailer, Next.co.uk. The popular fashion and lifestyle retailer which has become a household name in the UK has carefully selected to list Bravado Designs’ signature Body Silk Seamless Nursing Bra, Original Nursing Bra, Original Nursing Bra Full Cup, as well as the brand’s Petal Soft Ballet Nursing Bra. Web: www.bravadodesigns.com
BeSafe Car Seats expands
Includes free potty training chart
Over Christmas BeSafe moved into a new purpose-built warehouse to accommodate the continued growth experienced by the brand over the last eight years. The new warehouse is five times larger and serves most major European Countries, representing state-of-the-art storage, stock control and operational technologies. The Civil Engineering Company consulting on the project have been so proud of the development that they are using the BeSafe site in their own marketing and promotion. Paul Sirett, Country Manager told us: ‘BeSafe pioneered 5x safer rearfacing child seats, so it seems fitting we are now opening a warehouse 5x larger to supply our growth! With two major new Car Seat launches, four significant upgrades and numerous new car seat accessories in 2019… we are confident the growth is set to continue.” Tel: 01606 814 638 Web: www.carseat.co.uk
Touch of luxury For life’s little adventures info@oxouk.com www.oxototuk.com
Obaby are now adding luxury to the standard 120 x 60cm and 140 x 70cm mattresses with the introduction of dual core or breathable mattresses with a choice of covers including moisture management, breathable and all seasons to give parents complete confidence that their little one will get the perfect mattress. These new dual core mattresses can grow with little ones with a dual side option, one side has a harder material for new born babies and then you can turn the mattress over and you have a pocket sprung side which is softer. Web: www.obaby.co.uk
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Hippychick come out on top Dads from across the country have spent weeks playing with the toys entered into the Dad’s Choice Awards with their own children to see which ones kept them most entertained. Hippychick are very proud to announce that out of hundreds of entries tested, not one but two products stocked by Hippychick were placed as either a winner or highly commended. The Trybike Vintage 2-in-1 Balance Bike wowed the Dad’s Choice judges and was one of just 12 winners. The Classic World Tool Belt is one of just 10 highly commended winners in the Dad’s Choice Awards 2018. For more information on either of these products, contact Mike Bird on 01278 437179 or mike.bird@hippychick.com
Bababing! Appoint Bertelli Comms
Bertelli Comms will work across all of Bababing!’s ranges working alongside the marketing team to launch their new pushchair, Raffi and introduce new lines to the collection. Jamie Robinson, Sales Director at Bababing! said: “Bertelli Comms came recommended to us for their ability to achieve salesdriving targeted coverage and we are delighted to have her on board as part of our team. 2019 will be a key year for us as we launch the Raffi – the Independents will launch immediately and pre-orders are already ahead of our forecasts.” Lianne Bertelli, MD at Bertelli Comms added: “We love the Bababing! products and cannot wait to work with Jamie, Nick and Ashley and the team going forward. We have some really exciting plans in place for Raffi so watch this Space!” For further information, please contact Bababing! on 01535 606 871.
Joie-ful Ambassador Baby brand Joie has announced Liverpool football player, Sophie Bradley-Auckland, as its official brand ambassador.Joie is LFC’s official family partner and Sophie will work with the brand on its upcoming campaigns. This will involve driving awareness of Joie’s LFC product range through social media activity and Joie/LFC partner events, as well as representing Joie in national and parenting media.Sophie Bradley-Auckland is a professional footballer, care home manager and mother to her young daughter, Macie. She has competed at both domestic and international level, joining the Liverpool FC Women’s team in July of this year. David Welsh, Managing Director, Joie UK comments, “We’re incredibly excited to have Sophie on board. As a busy mum who is also a professional footballer and manager of the family care home, she truly embodies Joie’s family values. She is an inspirational woman with a hectic schedule and we’re confident she’ll be a huge asset to the brand.” Web: www.joiebaby.com
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news Spotlight on character As we head into trade show season, Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, takes a look at some of the 2019 drivers for gifting in the nursery sector.
T
he new year trade show season is now firmly upon us all. Our year starts with the Hong Kong Toy Fair, then followed in quick succession with the London Toy Fair, Nuremberg Toy Fair and Spring Fair at the NEC. For retailers, in preparation for your trips to the Fairs and the first look at all the new products available, there are a few brands, and characters, in particular you should keep in mind as they are destined for a big year. 2019 really is the year of major milestone anniversaries for many of the prolific characters in the nursery and preschool sector. There are a lot of activities planned by brand owners to highlight these famous characters and therefore, it is important to be aware and prepared for the momentum these activities can create, and manage stock levels accordingly. The spotlight this year will be firmly on Eric Carle’s mostloved classic storybook character, The Very Hungry Caterpillar, as this renowned character celebrates its 50th Anniversary! It is certain to be a year full of activity with the biggest Giant Wiggle to date planned and The Very Hungry Caterpillar Day taking place in early May. In support of this momentous occasion we are launching a beautiful new Tiny and Very hungry Caterpillar collection this spring, specifically aimed at the baby to 18-month age range. David McKee’s colourful patchwork elephant Elmer turns 30 this year! The cheerful and optimistic ambassador that celebrates differences and is loved by children across the world, is one of the most iconic children’s book characters of all time. It has also been 15 years since we were first all introduced to the lovable Peppa Pig and so 2019 is set to be full of brand activities to ensure everyone is celebrating 15 years of Muddy Puddles! This wholesome and humourous preschool character is loved and trusted by parents globally. Peppa is a natural fit in the baby toy market and has enduring appeal that parents and gift buyers are naturally drawn to. We are also very excited to be bring our new My First Peppa collection of nursery toys to market this year. So, as you head out in search of newness this spring, just keep in mind that it is going to be a big year for some of the classics we all know and love!
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Enesco celebrates 25th anniversary 2019 is a very special year for all at Enesco, as they celebrate their 25th anniversary. Having purchased Lilliput Lane and Border Fine Arts the company was registered as Enesco European Giftware Group in January 1994, more recently known as Enesco Limited. While times may have changed, the narrative around their vision and values has not; they’re still one of the leaders in both classic and contemporary collectibles as well as the gift-giving market, seeing their portfolio expand to include licensed products from big-name brands such as Disney, Beatrix Potter and Peppa Pig. Add to this the exclusive distribution of Gund, Willow Tree and brand new for 2019 LIHIT Lab. So, while somethings stay the same, their story continues, as they look forward to the next chapter in the history of Enesco and being the number one at delivering gift giving all wrapped up in the UK. Web: www.enesco.co.uk
TOMY announces Molang master toy renewal TOMY has signed a three-year extension as master toy partner for Molang in a deal which covers EMEA and Australia. The renewal follows the successful launch of Molang on Tiny Pop, the free-to-air UK television channel for children. Ratings for the 15-minute show have been well above the channel average positioning the show within the top 10 on Tiny Pop.Ian Wickham, director of Licensing Link Europewhich manages licensing for the Molang brand in the UK on behalf of worldwide licensor Millimages, said: “We are delighted that TOMY has come back for a further three years as our master toy partner. This, just as we see Molang taking off on free to air TV here in the UK with strong audience numbers.”
Brands remain pro-active Further brands are confirmed for Harrogate International Nursery Fair, with Bugaboo, Microlite and Venicci all confirming their attendance in March.Having recently confirmed the return of Laessig, CuddleCo, Obaby and Mee-go – joining favourite brands such as BabyStyle, Hauck, Peg Perego and Bebecar – Adrian Sneyd, show organiser is delighted to welcome all of these companies to the 2019 show, commenting: “This is great news for retailers and buyers attending the UK’s only nursery trade show. In the last few years we have been told: ‘we wish that as many of the major brands as possible could be at Harrogate so we can see all of latest new products under one roof,’ and it’s starting to look like this could come true next year.” If you haven’t already confirmed your space – visit www.nurseryfair.com to complete and return you booking form and plan to boost your trade opportunities for 2019.
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retail
BOURNEMOUTH BABY CENTRE
Born in
Bournemouth This month Penny Franks catches up with Jon Bean, Director, Bournemouth Baby Centre to find out what challenges they have encountered since first opening their doors in 1981. Firstly, can you tell us a little about the business. What was inspiration behind opening the store in Bournemouth? Discount Baby Equipment was originally opened by my parents in 1981, it was opened as sideline for the winter months as
they were in the hotel trade. At this time my brother and I were babies and there were no decent baby shops in the area where we lived and they saw the gap to open one up. Much to their surprise the baby shop proved very busy and they ended up coming out of the hotel trade all together to commit to the baby business and before long they expanded to two shops one in Bournemouth and one in Poole. Over the years sadly our Mum passed away and my Dad has taken a back seat and now myself and my two brothers Martin and Anthony and my sister Melanie all have a role in the business today.
You have been established since 1981. What has been the largest challenge you have 12
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experienced since first opening?
I came into the business in 1997 and I think our biggest challenge has to be when the internet and online nursery stores started. We found we were often getting used by consumers as a show room for them to buy tthe product online no matter how good oour service was. We used to refuse price m matching as we offered a better face to fface service but we found it didn’t really w work and it ended up many customers w were then going off and buying online as p price seemed to out weigh service. After m many discussions between the family we d decided to make our prices the same as tthe best prices found online and still offer oour payment plans and service, this w worked very well for us.
categories, we have had a very busy summer selling many of the compact buggies. We have noticed that nearly every manufacturer now offers a small compact buggy making it quite difficult to pick which ones to stock.
Do you feel that we as an industry send out a universal message with regard to certain product sectors, in particular car seats?
Yes the car seat safety message has become more noticed by consumers over the last few years. For instance many consumers now already know it’s best to keep baby rear facing up to four years old and will ask for an extended rear facing seat. Social media i.e. Facebook, has given a positive message for in car safety.
Which product category do you feel has seen the largest amount of innovation and development over the years?
What would you say has been the biggest trend over the years that has had the highest impact?
The car seat category has excelled in the last few years from being basically lumps of polystyrene to works of art now. I remember seeing the Cybex Sirona in its first stages at a Mamas and Papas open day and I was totally blown away how good it was with all the special features. Some great new car seats just come in to stock from Cybex Z range they are already proving very popular.
I think the biggest recent trend has to be the Greys, from prams to car seats to furniture. At one point our store looked like it was a black and white film. The likes of the Grey Melange from Bugaboo, Grey Twill from Mamas and Papas, Quantum Grey from Egg have all been very popular for us. We have had a very good spell with grey gliding chairs this year also.
Do you have a particular product category that performs exceptionally well for you at present?
How do you keep abreast with current consumer trends?
Buggies have been one of our best selling
We try and keep up by attending as many baby shows as we can and also following manufacturers on Facebook and Instagram
to see what they are promoting to the consumer and of course Nursery Today magazine.
You have a strong website. Do you carry the same products in store that you offer online?
We try to have most of our products on display but only in one one or two colours. There is nearly 5000 products on our website therefore it is very difficult to show everything. We have our most popular items on display but often have the other items in stock so the customer can view it if they wanted to.
You have a strong social media presence, with some great reviews may I add. How do you operate this?
We often promote new products, deals and competitions on social media to build up our audience and this does bring more sales for us. We operate this ourselves (my brother Anthony and I). Recently we have appointed a new member of staff to take control of the social media pages.
How do you manage your showroom floorspace?
Space is something we really need as there is so many products now, we usually manage this by trying something for a couple of months. If it sells it stays, if not it’s gone and we won’t stock that item again.
What type of customer service do you offer. How important is this to your business?
Our customer service is the backbone to our business so we try our hardest to please our customers in store and online with great service. For example if something says it’s “in stock” it is in stock for immediate delivery and dispatch using text and email tracking service, or if the item online says “pre order” we would tell the customer the approximate date for delivery. If a customer emails with an issue we will usually reply with a solution straight away no matter of the time of day or night. We are very proud of our reviews as it is now proving that consumers are picking us over other online retailers.
You changed your name from Discount Baby Equipment to Bournemouth Baby Centre - what was the rationale behind this?
We changed our name in 2017 as we found the new generation of people tended to think “discount” meant seconds or returns and at one point we were getting hundreds of calls and emails a day asking this. So we felt the name was holding us back from selling the high end full price items.
How important is it to your business that staff are fully trained and equipped to give solid product demonstrations to your customers?
It is very important to have staff who has very good product knowledge and that car seat fitters has had training. Any new members of staff we will let them shadow for a few weeks so they are confident in demoing products. We have a few veteran members of staff who have been with us for years and some new. They are assets to our business going forward.
Do you feel you receive adequate support from your suppliers to enable you to do this?
Nearly all the suppliers we deal with offer staff training on their products which we are very happy with.
You offer a price match service. What impact does this have on your business?
We offer a price match service in store as we know what it feels like to serve potential customers for hours, weeks or even months and then you see them pushing the pram you have shown them dozens of times down the street that she bought online to save a few pounds. To stop this we have put price match signs up in the store. We offer an online price match also. We generally get this as we have good reviews and the customer will ask us to match websites that tend not to have good reviews, we will then decide yes or no depending on price and if it is in stock at the competitor. s
W are now starting a We new n year - do you h have any exciting plans p that you can share with us?
Unfortunately nothing exciting, in 2019 we are hoping to expand our warehouse space so we can offer more types of baby and children’s products. nursery today
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interview Lesser & Pavey
Gift of giving Established in 1971, Lesser & Pavey are importers and distributors of homeware and giftware ranges, however some of you may not be aware that they also offer a comprehensive range targeted perfectly at the nursery sector. Penny Franks had the pleasure to question Jonny Greves, Buyer & National Accounts Manager to find out more.
For our readers who may not be familiar miliar with Lesser & Pavey product ranges, can an you tell us a little about the lines that you feature? Lesser & Pavey are well known in the giftware industry for innovative products, trend driven designs and quality packaging. We offer over 4000 products which covers all categories and occasions for gifting including Nursery and Baby products. You are predominantly a gifting company, why is nursery important to your business? Nursey products are a core part of our range. We are continuing to see growth in this area, however, we see these products not only as gift items, but also as a useful and necessary part of everyday living for all parents of young children. How many SKUs do you hold that represent a nursery focus? We hold hundreds of Nursery SKUS. Whether it is a range entirely focussed for Nursey, or items in other ranges which are also suitable. We have lots of ecofriendly bamboo lines, silver plated money boxes and frames, soft comforters, blankets & bathrobes, waterballs – something to suit every occasion. Do you have a minimum order requirement? Our minimum order is £250 making it easy for retailers of all size to buy from our extensive range of products. How often do you refresh your ranges? We are constantly updating our range. Our buying team go on regular buying trips to buy well in advance for upcoming seasons as well as delivering lots of new ranges throughout the year. We are always on the look out for new innovative ideas, as well as using our design department to create bespoke ranges for us. Are there any specific gifting trends in this sector that are emerging? At the moment an important feature for these and many other products is that they are eco-friendly. New parents feel greatly assured when they know they are using gifts that cause little damage to the environment and the world their child will grow up in. Are many of your lines gender neutral? Whilst we have lots of items in classic baby pink and blue, we also offer lots of gender neutral colours and designs and fun ranges that will appeal to boys and girls alike. What would be your hot tip for independent retailers ordering from yourselves - is there a particular product range that continually proves popular? Our Little Stars range of melamine Beakers, Bowls,
Web: www.leonardo.co.uk 14
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Plates, Trays and Cutlery have proved to be an overwhelming success. We also launched a range of Eco-Friendly Bamboo Fibre items which we are continuing with and have expanded for the new year. Do you use social media and if so, what benefit does this bring to your company? Yes we do. It’s a quick and easy way to engage with the public as well as our customers and it’s a great way to gauge reaction to new product launches. It’s also great for brand awareness and a useful tool to make sure you are keeping up to date with current trends. Which trade shows do you exhibit at throughout the year? At the start of year we will be at the Harrogate Christmas and Gift show and we always exhibit at the NEC for Spring Fair and Autumn Fair, as well as ad hoc appearances at other Trade Shows in Europe. We also are a regular exhibitor at the major gift fairs in Hong Kong and Canton. What will be your main focus during 2019? To continue supplying market leading quality products that represent great value for money, y, keeping p g up p to date with trends and designs and expanding our range into more home décor, baby nursery and baby shower gifts.
BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines.
BELGIUM K-BOETIEK
N O R WAY B A B Y, H O B B Y & L E K E T Ø Y
CHINA NURSERY CHINA
POLAND BRANŻA DZIECIĘCA
E N G L A N D N U R S E R Y T O D AY
R U S S I A PA R E N T S ’ C H O I C E
GERMANY BABY & JUNIOR
S PA I N P U E R I C U LT U R A M A R K E T
NETHERLANDS BABYWERELD
SWEDEN LEK & BABYREVYN
BC M I P re s id e n t Ta n ja Kraemer t e l . : + 4 9 ( 0 )9 5 1 8 6 1 1 1 9 , bcm i @ babycarem ag azi n e s.com w w w. babycarem ag azi n e s.com
talking shop This issue we speak to established independent nursery retailers to find out their thoughts on the year ahead.
BABYLICIOUS
Ian Davidson
What were your highlights of 2018? My highlights of 2018 has to be meeting all the mums, dads and their new babies! This is something that I love about this industry. As a business, what are your expectations for 2019? To survive! I will be looking to streamline my ranges again throughout the year. Do you think we will see any specific consumer trends emerge this year? Yes unfortunately a definite trend is customers buying second hand and looking for further discount in-store. I don’t feel this will change due to the price increases that are on the horizon due to Brexit. Will you be attending any trade events/shows during 2019? Yes Harrogate and Cologne as normal. These are great show platforms to enable me to mix with like minded people and see all the new product ranges as they are launched.
Will you be planning ahead for promotions in-store or online for the year? I have all my promotions for 2019 and supported offers already in place with my suppliers with most of my offers being available in-store only with a few only also available online. Will Social Media play an active role in driving consumer awareness for you this year? Social media is vital to my business model and this will not change going forward. As we are based in a little village it is a vital tool to drive customers to our store or to the website.
Jason Heller
HUGGLE
What were your highlights of 2018? I’m not too sure that there have been too many highlights for anyone in retail during 2018 as it’s been a pretty tough year all round for everyone and that looks set to continue into 2019. For us personally we have seen a huge shift in our business online and a continued change in our customers shopping habits. As a business, what are your expectations for 2019? We are expecting the trading environment to remain very challenging this year and have geared our business accordingly. For us that means keeping a very tight control on our cost base and ensuring that we grow business with those brands and suppliers that support us.....those that don’t we will continue to stop working with (especially those using stock issues as an excuse for lack of support). Do you think we will see any specific consumer trends emerge this year? Consumers will continue to drive a hard bargain and research their purchases well ahead of making them. They have access to everything at their fingertips these days so we will need to work hard to remain competitive and to give them a reason to shop with us. Will you be attending any trade events/shows during 2019? We intend to support the UK show in Harrogate along with travel to the key European shows this year. Will you be planning ahead for promotions in-store or online for the year? I think we will need to plan ahead for sure but to be very considered in how we execute them.
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LITTLE PEAS
Alan Peacock
What were your highlights of 2018? Continued support and relationship building with suppliers was a big positive. Brands continued to evolve and ‘tweak’ design and a lot of great new colours launched in wheeled goods. The he ongoing improvements and launches in the car seat industry with an ongoing increasing level of safety was extremely encouraging. As a business, what are your expectations for 2019? I think that 2019 will be a year of consolidation to some et extent. If you believe all you hear in the media, the high street is expected to struggle - tighten you belts (further) folks and see what happens! I think that some positivity will come post-Brexit (whatever way it ends up), as there (hopefully) willl be some certainty for the first time in a couple of years, ence. which may give the consumer some improved level of confidence. Will you be attending any trade events/shows during 2019? Yes, I’ll be at the local shows here as well as Cologne. A special shout-out too for Harrogate. Even though the show has been smaller the last couple of years, it’s essential in my mind to attend. There will always be a gem or two there!! Will you be planning ahead for promotions in-store or online for the year? I think you have to be as on the ball as you can with this - follow supplier promos, or you’ll miss out. It’s likely that there will be a lot of trouble out there still in the economy and I guess it’ll depend on the business needs at the time whether you go with it or not. Will Social Media play an active role in driving consumer awareness for you this year? Yes, we’re quite active on social media. It’s been an essential part of our business for a few years now.
Sara Hubbard
WHITES FARM BABY BARN
What were your highlights of 2018? So far we have had one of our best years since taking over the business in 2008, every month seems to be better than the last, with more and more returning customers as well as lots of new faces through the door every day. We have also raised over £500 (and counting) for Mind - the Mental Health Charity, and couldn’t have done it without the support of our amazing customers and suppliers. As a business, what are your expectations for 2019? We are taking a few weeks out throughout the year for a couple of big family events (a wedding and a graduation) so we are expecting to come back re-energised and ready to make 2019 even better than 2018. We also expect the popularity of ‘personal shopping’ services like our one-to-one consultations to grow, and go from strength to strength, as many customers are returning to a good old fashioned in store experience. Do you think we will see any specific consumer trends emerge this year? We feel more and more expectant parents are becoming much more independent when it comes to making their decisions. A lot of our customers are now not finding out the gender of their baby before they arrive, meaning people are free to choose their pram, car seat and furniture based on their own personal tastes, rather than conforming to a certain gender specific palette. We think this means that variety will be one of the biggest trends to emerge, with people making bolder, more confident choices. Will you be attending any trade events/shows during 2019? Unfortunately we won’t be able to attend the Harrogate show, as we will be in Thailand for our oldest son’s wedding. This is sad for us, as we always enjoyed the smaller Harrogate show for showcasing well loved British brands, and introducing us to smaller companies. We will try and attend Cologne, as we feel this is important for both us and our customers. We are able to then showcase what we have seen for the following season to our expectant parents. Will you be planning ahead for promotions in-store or online for the year? We don’t sell online, so this category is not one that we have to think too much about. However, we do try and keep a social media schedule running a couple of weeks in advance, and have found competitions and giveaways really help us raise our profile. The suppliers we do deal with are fantastic when it comes to promotions, giving us adequate time and resources to advertise these and allow us to cater to our customer’s individual needs, based on whats available. Will Social Media play an active role in driving consumer awareness for you this year? YES. Social media is our biggest advertising platform, and we love being able to communicate so closely and honestly with our followers. We have recently run a social media poll, asking what customers would like to see more of on our pages; their answer was product demonstrations. Being a destination store, and with many customers leading busy working lives, many expectant parents turn to social media to find the information they need on baby products. If we can
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supplier snapshot This issue we speak to some of the industry’s finest to find out what their expectations are for the year ahead.
Cedric Rodrigues Simon Winskill
UK COMMERCIAL DIRECTOR, BABYMOOV What were your highlights of 2018? I’d say the highlight was launching our brand new range of YOO video monitors. These have been very well received by our stockists and sales have been exceptional. It is always reassuring to have new products recognised by the experts who test for the industry awards, the media who publish ‘best buys’ but most of all by the parents who feed back to us and write reviews online. As a business, what are your expectations for 2019? In spite of rapid changes in retail we expect to see continued strong growth in both our Babymoov and Badabulle brands. Do you think we will see any specific consumer trends emerge this year? More and more consumers are looking for longevity in the products they buy so there is a growing trend for products that can adapt and grow with the child. Consumers are also wanting more sustainable, recycled or recyclable materials, so we are meeting new suppliers to find alternative materials for manufacture. We will also start removing plastic blisters from packaging this year. Are you planning any key product launches in the year ahead? As every year we are committed to investing in NPD and this year will see new additions to our YOO video monitor range and Foodii - a new pouch based weaning system. We will also be launching a beautiful new organic cotton breathable baby nest in collaboration with Doomoo and a brand new premium backpack and changing bag ready for Spring.
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INTERNATIONAL SALES MANAGER, CHILDHOME
What were your highlights of 2018? In March Childhome became the first Belgian an company in the baby sector to win the most important award in the USA from an American professional jury at the JPMA show in Washington DC. With our swivel baby high chair Evolu ONE.80°, a new version of the successful Evolu 2 high chair that you can also adjust vertically in height, we have won another innovation award. This year we have also presented our wide range of products at the Baby & Kids Expo in Tokyo for the first time. The demand for European design and quality is growing extensive in the Asian market. After a successful launch of our flagship store in South Korea in 2015, it was time to tackle the Japanese market. All our products comply with European Safety Standards, this type of quality insurance is still rare amongst Asian manufacturers. As a business, what are your expectations for 2019? In 2019 we are opening a new office and warehouse in the USA. We have noticed that, due to social media, the differences in fashion and design trends worldwide are fading. Currently we are active in over 50 countries worldwide, but the demand for our products keeps coming from around the world. We received a lot of questions about shipping our Mommy Bag and Evolu ONE.80° high chair to the USA. Therefore, in 2019 we will be working from our own office and warehouse in Alabama to conquer the U.S. market. Do you think we will see any specific consumer trends emerge this year? We know for a fact that today’s consumer searches and finds about everything online. Buying and comparing products online is well established and this trend is reinforced by the influence of social media. However, we want to point out that future parents have nine months to prepare for the arrival of their new born, in which they visit the traditional brick and mortar stores to see, feel and test the stability of a stroller and the softness of a baby blanket. They want to be reassured that they have done everything they can to give their baby the best of the best. Consumers today are looking for an experience in store, a challenging trend for traditional stores. Are you planning any key product launches in the year ahead? We will keep on designing innovative products and we will keep on growing the way we are right now. We develop, produce and sell over 700 products in more than 50 countries worldwide. We continue to invest and therefore we remain innovative and original. By working in a professional manner, we want to stay ahead of our competition, always bearing in mind our four key values: innovation, comfort, safety and passion.
Rob Sykes Holly John T TERRITORY MARKETING M MANAGER - DIONO M
W What were your highlights of 2018? h There are so many to T choose from! June saw us c welcome selected retailers w and a distributors to our new n home in Manchester for f an early preview of the t new Diono and We Made Ma Me ranges. September was busy, we had a new location at Kind Und Jugend to relaunch both brands to the industry. We welcomed distributors and wholesalers from around the world to our stand and we will be welcoming everyone to our new European HQ in central Manchester throughout 2019. As a business, what are your expectations for 2019? Interest from the trade and consumers in both the Diono and We Made Me brands is high following a successful 2018 so we’re optimistic about the future. With Diono, we want to deliver A - B travel solutions that embody clever thinking. Do you think we will see any specific consumer trends emerge this year? We recently attended The Baby Show at Olympia. Customers’ interest in our carriers and lightweight strollers continues. Our research tells us that parents want products that fuse great looks and clever thinking and that they want to be more mobile not just locally but further afield on short and long-haul travel. Are you planning any key product launches in the year ahead? Absolutely - our new car seats and wheeled goods that we launched in Cologne will come to market throughout 2019 and we will be welcoming three new car seats alongside three new stroller platforms.
MARKETING MANAGER, CHICCO What were your highlights of 2018? 2018 was a milestone for us at Chicco. Not only did we see some significant new launches and exciting innovations we also celebrated our 60th anniversary. Our birthday year allowed us to reflect on how we’ve evolved from our early days of offering anti-hiccup bottles to becoming the leader in sleeptime solutions. We began the year with our most exciting innovation to date, the Baby Hug 4-in-1 solution and it proved incredibly popular as it scooped the coveted Innovation Award for Kids Furniture at this year’s Kind und Jugend show and secured a whole host of prestigious awards. We also extended our Next2Me collection with the launch of the Chicco Next2Me Magic, which builds on the award-winning range and includes a host of exciting and unique features, such as a new one hand sliding side panel that makes it even easier for parents to reach little one during the night. The new rocking mechanism is also simpler than ever to operate in freestanding mode. We were able to strengthen our position within the toy sector in 2018, which was attributed to the impressive sales of our core pre-school range including the bestselling Goal League and the launch of our new Ferrari RC, which has proved popular with budding car enthusiasts. As a business, what are your expectations for 2019? We’ve got some exciting plans in place for 2019 with a whole host of exciting new product launches with the addition of the Chicco Next2Me Magic to our award-winning side sleeping range and extending our expertise into two new categories with the launch of our Trio Best Friend Travel System and three new car seats. In 2019 we will also be building on our achievements within the toy sector with a number of exciting new product launches, which helps to develop cognitive skills as well as social and interaction skills. Not only will we be extending our popular Fit n Fun range with the new Dribbling Goal League, we will also be launching the interactive Happy Darts so little ones from 18 months+ can develop their coordination and numerical skills through play. Do you think we will see any specific consumer trends emerge this year? Over the past few years, we have seen an increase in people exploring side sleeping to allow parents and baby to share those special bonding moments without compromising safety. Much of this popularity can be attributed to our pioneering Chicco Next2Me crib, which was the first of its kind on the UK market. With the launch of Chicco Next2Me Magic, we expect this popularity to increase even further. Parents are now moving away from gender specific colours for their key nursery furniture and choosing neutral pieces to complement their home interiors. Whilst colours play a hugely important role in a child’s cognitive development parents are now looking to buy sleeptime or outdoor products in a more muted tone. This is something that is reflected in our latest Chicco Next2Me Magic range and the Baby Hug 4-in-1, which is now available in natural colours such as Glacial and Legend. Throughout 2019 we expect the trend of parents choosing education toys to help stimulate development to grow in popularity, and we are extending many of our pre-school toy lines to help develop cognitive skills, as well as social and interaction skills. Our Happy Music range will include the new Flashy the Xylophone while our new Baby Gardener and Scuderia Ferrari Balance Bike will help children move and grow. Are you planning any key product launches in the year ahead? This year we will be developing our offering by launching into two new markets - travel systems and car seats. The Trio Best Friend is the ideal 3-in-1 travel system for the modern day parent that offers a stroller, car seat or semi-rigid carrycot in one easy to manage solution. It is also one of the most compact solutions available on the market with the frame only measuring 69cm when folded or with the forward or backward facing seat measures 78cm. The new Trio Best Friend travel system will be available in 2019 and comes in two stylish colours; neutral Beige or grey Stone. Another exciting additional our 2019 offering is the new range of car seats set to launch later this year. The collection will include the AroundU i-Size, YOUniverse, and Fold&Go i-Size. With a solution to suit every parent’s needs, there are car seats available from newborns up to 12 years old.
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focus TRAVELLING BABY
Out and about Travelling with a new baby or toddler can cause huge anxiety in any parent, fortunately we have products that are here to help. hether travel consists of a quick trip to the shops, a family weekend away or a holiday abroad – all come with exceptional stress for many parents, especially new parents who may be leaving the comfort of their own home for the first time. Key areas that are likely to be at the forefront of your customers minds will probably be ‘what will be the best way to transport baby whilst out and about’, ‘how am I going to transport all the essentials I need to take with me‘, ‘how will I entertain baby on long
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The survey says…
Nursery marketing specialists FanFinders surveyed 1000 consumers via their platform Your Baby Club focussing on travel products. Here’s the results. Did you look for products that you viewed as essential when out and about with baby?
Yes: 860 (86%) No: 140 (14%) Did you purchase a travel cot?
Yes: 304 (30.4%) No: 696 (69.6%) Did you look at portable baby monitors?
Yes: 687 (68.7%) No: 313 (31.3%) Did you look at feeding accessories specifically designed for when on the move?
Yes: 664 (66.4%) No: 336 (33.6%) Did you buy a portable highchair?
Yes: 174 (17.4%) No: 826 (82.6%) Did you purchase a lightweight stroller?
Yes: 220 (22%) No: 780 (78%) Were you brand focused when looking at products that assisted while travelling?
Yes: 334 (33.4%) No: 666 (66.6%) Do you feel there is ample innovation with regard to products for when out and about?
Yes: 709 (70.9%) No: 291 (29.1%) Did you research products prior to purchase?
Yes: 905 (90.5%) No: 95 (9.5%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com 20
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journeys’ and if it means staying away from home for one night or more, then of course ‘what will my baby sleep in’. All of these questions mean that parents can find travelling with a baby or toddler fraught with complications. What are the best products to take with them? How will they assist whilst they are out and about? We asked Independent retailer Sara Hubbard (Whites Farm Baby Barn) how often they experience customers in their store who are actively looking for essential items when out and about with baby? “A lot of our customers pick up all their basic essentials before baby arrives, but will often message us on Facebook or pop in if they think of something that might come in handy. “A large percentage will come and visit us to pick up some travel essentials when recommended by a friend; parents love anything that might make their life easier.” So what items may these consist of ? “These essential items might be things like the Milton Mini Portable Soother Steriliser, perfect for keeping dummies clean when out and about on busy streets. Other things like foldaway bibs, pushchair organisers and travel potties are also a purchase parents consider being easily portable.” Stated Sara. Products that fall into the travel category may include, for example, changing bags, travel cots, portable sterilisers, feeding utensils, portable highchairs – the list can be quite extensive. One item that has definitely travelled a long way when we look at innovation is travel cots. Travel cots continue to be a popular solution for when being away from the home for one night or for longer when on holiday. These have now been designed with space and practical ease of use in mind. The weight of these has also been addressed to enable them to be easily transported. We spoke to Gemma Aubert (Business development & operations assistant, BabyHub) as to whether they have seen an increased demand for travel cots. “We’ve noticed a surge in sales but think that’s probably due to the protection our product offers against mosquitoes. Parents are often reluctant to use a travel cot provided by their hotel when travelling due to concerns about the safety and cleanliness of the product. Travel cots are also popular because parents like to use them in the home as playpens.” We also asked Gemma what she feels are key attributes that parents may look for when making their buying decision? “A travel cot needs to be safe, stable, lightweight, with easy access, washable covers, have a comfortable mattress, easy to put up and down and affordable. Other attributes we have particularly found with our cot is that it should be nice to look at, have extras such as a mosquito net, or be reusable in some way.” Another area worth noting is of course products
On the go travel Red Kite has a vast range of essential travel accessories to cover all bases and situations.
The On the Go Travel mat is a simple and practical mat to allow changing baby’s nappy whilst out and about and comes in a neutral linen grey finish. Their Bristol and Sodbury Changing Bags are fantastic value and include storage , changing mat and nappy sacks as standard and soon they will also be adding a trendy new rucksack deluxe bag to the range. Keeping warm and snug during the colder winter months is easy with the additional fleece cosy toes and baby snug wrap that fits easily into strollers and buggies. Keep baby and toddlers safe by using Redkite’s basic harness and reins or invest in one of their cute and fun designed back pack and reins featuring soft pack Dinosaur and Mermaids or the new ladybird and bumble bee pod packs and reins. Tel: 01454 326555 Web: www.redkitebaby.com
that assist parents feed their little ones while out and about. Alex Molyneux (Marketing Co-Ordinator, Hippychick) feels it is all about practical feeding solutions. “We believe parents are looking for quick, easy, cost effective solutions for feeding whilst on the go. Parents don’t want to have to pack the kitchen sink when travelling. It already feels like you have to pack so much when travelling with a baby so any feeding solution that will reduce the load is a must!” But what about innovation, how are we responding to the ever increasing demands of parents looking for sensible solutions while on the move? We asked Alex for her thoughts. “Brands are most certainly investing in making innovative products that stand out to parents. Twistshake is one of them. The brand is constantly creating products to make feeding time easier for parents. For example Twistshake created a little groove at the bottom of their bottles so water drains easily when cleaning. The baby bottles also come with handy powder or snack containers which slot neatly inside the bottle for when you’re on the go. Very simple ideas, yet incredibly helpful step for making parents lives easier when feeding.” Travelling with babies or infants in a car isn’t the easiest task. This is where toys have been specifically designed for this reason and really come into play. From rear view mirrors, so that the parent can quickly see the child in their mirror at a glance without having to turn their head (with many now also including detachable toys or additional functions), to toys that attach to infant carriers, this is one area that shouldn’t be overlooked. A happy travelling baby or young child makes way for a happy journey and therefore alleviates stress for any parent.
side by side security
watch
me
focus TRAVELLING BABY
Cleaning solution
Say goodbye to messy mealtimes Available in a variety of colours and made e silicone pocket. from fabric with a widclean between uses and has been designed
The Roll-up Bib is incredibly easy to fun for everyone. to fit little ones comfortably, making mealtimes more g and is adjustable as tuggin tot’s resist to h enoug secure is e The Velcro closur into the silicone fabric the little one grows. On the go? Simply roll the Bib’s the wide pocket at in types food all catch pocket and secure closed. The bib will is also machine It free. spill and food hairs highc and s the base, keeping clothe me. fter-ti time-a washable, and it will retain its wide, open shape Email: info@oxouk.com Web: www.oxototuk.com
Warm in winter, cool in summer Bowron infant care range combines the necessity for practicality, durability and safety with the desirability of softness, comfort and luxury from a natural material. At Bowron Sheepskins they offer a comprehensive selection of premium infant products that are perfect for the stroller, car seat, bassinet, crib or playpen. Bowron Babycare provides a warm and secure baby comforter 24 hours a day, making the products an ideal and versatile travel companion. Journeys in car seats with Bowron Babycare means a happy and content baby and parents. The familiar comfort of the soft wool fibre ensures baby will feel secure and content. The products have no crinkles or creases with no pressure points that cause discomfort. Their Babycare rugs are fully washable and can be professionally dry-cleaned. Babies love the feel of soft wool fibres, making them sleep longer and more soundly on Babycare Lambskins, leaving more time for Mum and Dad. Tel: 01454 327800 Email: sales@bowron.co.uk Web: www.bowron.com
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Looking for something new to help parents clean up after their messy kids when they are out and about? Check out the Nimble Travel Cleaning Collection! The collection contains Nimble’s child-friendly cleaning products – Milk Buster (multi-award winning baby bottle cleaner), Sticky Stopper (bleach-free antibacterial spray), and Laundry Lover (baby laundry detergent) – all in small bottles under 100 ml. They’re only just a little bigger than a lipstick, so they can easily be popped in a changing bag for short trips to a café, or longer trips to see parents or in-laws, or even to holidays abroad. Email: von.sy@nimblebabies.com Web: www.nimblebabies.com
SleepSpace Cot to play tepee in seconds a fun choice for the family The full-size travel cot with mosquito net and tepee cover Find out more: babyhubshop.com
New! BabyHub Bedside Crib Innovative
Design Co C Conscious nsciious nsc
Safety Conscious
Dependable
babyhubshop.com
BrandBabyHub
Making life less worrying
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focus TRAVELLING BABY
Foodii for thought Preparing and feeding outside of the house is easy and mess-free thanks to the NEW baby meal filling and feeding system, Foodii – by Babymoov! Using the snack filler bottle, homemade and ready-made purees, stews, smoothies and yoghurts can be transferred into pre-sterilised and reusable Foodii pouches from which baby can feed independently from! With a choice of the soft silicone squeeze spoon (gentle on baby gums) or the snack spout (for older babies) to screw onto your filled pouch, baby can experience texture and learn co-ordination skills early on to feed themselves without mess! Email: sales@babymoov.co.uk Web: www.babymoov.co.uk
Ready for potty emergencies Designed for standalone use with disposable bags anywhere when out and about, or as a training seat on grown-up toilets, the OXO tot 2-in-1 Go Potty is the perfect partner for Potty training development. The seat is sized for little bottoms and the smooth surfaces are easy to clean. The legs open quickly and easily, and lock securely for on-the-go potty emergencies. The legs also fold away neatly for compact storage. The Potty includes three disposable bags with absorbent pads and a Travel Bag that keeps the Potty clean when not in use. Email: info@oxouk.com Web: www.oxototuk.com
Zip and go
& Go is Totally foldable and lightweight, Zip ion for a practical and safe travel crib solut ng babies. parents travelling withdowyou n section that can accommodate
The Zip & Go features a unique fold ths. In just 10 seconds, Zip & Go can babies from birth right up until 24 mon lar crib for babies from 0-6 months be unzipped to transform from a regu from 6-24 months. It can then be into a more spacious cot for children take away on adventures! Zip & Go or store to quickly and easily re-zipped ce, providing ultimate breathability. also features an all round mesh surfa it can also be used in either the fixed When in the 0-6 month configuration, e. mod position or a comforting rocking Web: www.chicco.co.uk
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All new with BabyHub You’ve seen the multi use travel cot that transforms into a play tepee - the BabyHub SleepSpace can be used as a travel cot, mosquito proof playpen, and even a play tepee.
Easy access floor level zip door, comfortable padding, fully breathable floor level mesh sides, ridge free travel mattress, custom mosquito net and canvas tepee cover. But all new for 2019 they have introduced the BabyHub Circus tepee cover and that’s not all. BabyHub have worked tirelessly to bring you a new bedside crib with patented fold down, padded side, it’s both extra safe and comfortable. Web: www.babyhubshop.com
feature Graco
Made for Babies, Loved by Parents
ollowing on from their success of launching the world’s first automatic baby swing, Graco established and continued their journey of setting industry standards and in 1987, Nate Saint, son of the Swyngomatic inventor, launched Graco’s famous Pack n’ Play travel cot. A product that can now be found in millions of homes across the world. Graco take pride in this heritage designing solutions that are intuitive and easy to operate, enhancing the parenting experience and giving parents a helping hand and peace of mind. They are now re-launching a complete Travel Cot range, with an option for every budget and every need.
F
For over 60 years’, Graco has provided thoughtful, practical and dependable parenting solutions to generations of families. Their approach to caregiving g g stems from a heritage of innovation designed around safety, durability and the best intentions of loving parents.
Graco Compact
Graco Compact
The Graco Compact travel cot is their super simple, easy folding travel cot. Essential for on the go – whether it’s to grandma’s or on holiday – baby will be cosy and comfy with a special place to rest and play.
Graco Contour Bassinet
The Graco Contour Bassinet travel cot is designed to help you keep your child comfortable and relaxed, both at home or away. The removable full-size bassinet gives your infant a comfortable and familiar sleep spot, then as baby grows, it transitions to a spacious toddler travel cot for a safe place for rest and play. With 2 wheels it can be easily moved from room to room. A great option for travel and on the go.
Graco Contour Bassinet
Graco Contour Electra
The Graco Contour Electra travel cot grows with your child, from new born to toddler. It offers a removable bassinet for infants, integrated changing station with wipe-clean fabric, hanging toy bar with toys, detachable control box for night light, music and vibration for the ultimate experience in travel. With 2 wheels it can be easily transported from room to room. The travel cot folds down easily with the signature Graco push-button fold for a compact footprint. For more information on the Graco travel cot range, please contact: Tel: 01889 808 900 Email: uksales@allisonbaby.co.uk
Graco Contour Electra
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nursery matters JOHN BARKER
Barking Mad This issue John Barker takes a look back at 2018 - what can we learn for the past year moving forward into 2019? appy new year everyone! As we’ve recently jumped in to 2019 with both feet I thought it would be a great time to take a look back at the highs and lows of 2018, I also thought I’d share some of my thoughts on the year to come. So without further ado. . . . I’ve spoken with many of you reading this and I think it’s safe to say the general feeling about 2018 was that it was very odd. We’ve had some turbulent years recently but 2018 was the most inconsistent in a long time for many of us. Of the stores I’ve spoken with it would appear Saturdays have fallen out of favour with nursery shoppers. Saturday, that one day in the week that historically would turn a bad week good, well not last year. Many of you have reported that Saturdays are far to frequently under performing and that Sundays (for those of us with nothing better to do) are becoming far more reliable. We are noticing this trend in store too and we simply cannot understand what could be causing it. The most important thing is that the customer is choosing your store to spend their money in, so it doesn’t really matter which day they do it on. However, it’s very hard to forecast staffing when the days can be so random. For me 2018 will be remembered as the year of the “L Shaped” box. Don’t get me wrong I’m an iSize fan but the bases are a nightmare for storing! I seem to remember being told at Cologne that one of the brands are changing the boxes, lets hope they all do the same.
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As 2018 started Maxi-Cosi launched an all new range of wheels, they instantly struck a chord with the consumer and have continued to sell well throughout the year, offering customers a great combination of style, quality and keen pricing. The Adorra and Zelia are performing very well for us and I understand for many of you too. Well done Maxi-Cosi let’s hope the re-invention of the Quinny for 2019 sees as much success. March saw a big new product launch from Bugaboo, the Fox dropped in to stores and for most of us hit the ground running. Unfortunately sales stuttered as “new product” stock issues started to happen. We all kept plodding on and in no time the stock issues where resolved and the Fox has become a firm favourite with stockists and parents, especially the Stellar Limited Edition (more on that later). March also saw the Harrogate Nursery Show. This show for many has been the go to place for hobnobbing with the brands. In recent years the show has lost many big name brands and the feeling around the halls has been that of disappointment. For me the show isn’t failing it’s simply shifting focus and we as stores need to readdress our mind set. Harrogate remains a great show as we are not distracted by huge stands with flashy displays, it’s become about the smaller suppliers, the things we all overlook. Best of all these smaller suppliers have not been tainted by the internet – a definite case of “make hay whilst the sun shines”. We also got our first look at the Oyster 3 (which will no doubt
be on most of your shop floors by now) – I tipped this to be our best selling product for 2019 and for the limited time we’ve had it on display my assumptions look to be correct.
Fo r me 2 0 18 w ill be re mem bere d as th e ye ar of th e “L Sh ap ed ” box. Don ’t get me w rong I’m an iS iz e fan but th e ba ses are a nigh tm are fo r storin g! In April Toy R Us closed and the industry felt a “dip” as customers rushed to their stores with the hope of grabbing a bargain. The decline of a large, well known high street name seemed to shake the customers and as we passed in to summer the consumer seemed to have a new love for “local” business. Summer came early this year and
seemed to stay for a long, long time. Being British we all moaned about the heat and lack of rain (will we ever be happy?). We experienced our best summer months ever and can only assume the hot weather encouraged more customers to stay at home and save money on expensive European holidays, after all with the pound being so bad against the Euro a cheap week in Spain is no longer that cheap. Summer also saw stock shortages on the UKs no 1 selling pram – The Mamas & Papas Ocarro. Luckily the shortages where resolved swiftly and most stockists didn’t have too many angry customers to pacify. Ickle Bubba celebrated the hot weather with the launch of the Stomp V4. The V4 Woodland was an instant success thanks to it’s tried and tested design coupled with the addition of a Bronze chassis. Customers love these little details and the Bronze chassis is still a must have for many customers. As we waved goodbye to summer and the kids returned to school we welcomed back temperatures more conducive to work. We also turned our attention to Cologne and we were not disappointed. The show impressed us first timers and stunned returning guests alike to the point we all left saying “we’ll be back next year!”. As September turned to October we planned for our quieter period, but before we got there we had the issue of Black Friday to contend with. What
john@pramland.co.uk
used to be a frantic day of bargain hunting fizzled in to nothing and we emerged the other side thinking Black Friday may just have passed us by. On a brighter note October saw the Bugaboo Fox Stellar launch. A shining light in the Bugaboo range (sorry for the bad puns) saw stock disappear quickly. More Limited Editions like this please Bugaboo! November was finally here and that meant the launch of the long awaited Oyster 3. As forecast it hit the shop floor and instantly started to sell for those lucky enough to have grabbed demo stock. How the product will affect sales of “similar products” remains to be seen but early indications are showing the Oyster 3 to be a resounding success already. Then December hit us and we all felt the deathly silence as tills stopped ringing and stock mounted up in our warehouses. That customer that wanted her £2,000 order for week one in December has now decided she doesn’t have the money until January – it’s ok as you at least get to pay the invoice as a nice little Christmas present (quick head to the magic money tree). Christmas came and
went and we all opened up our stores ready for another twelve months of nursery store fun and frolics. 12 more months of customers claiming “can I return this as I had a surprise baby shower and they bought me one” or “the wheel fell off when I crossed the road. . . . And a bus was coming!”. Brexit will have hopefully happened as we are all bored of hearing about it now. The implications of Brexit will either be clearer or in full swing. Whatever the outcome it’s safe to say
the whole situation will leave the entire country with a feeling of uncertainty and consumers hate nothing more. Remember, people will continue to have babies. Yes the way people shop may change, the amount they spend may shrink but we need to remain proactive and change ourselves and how we operate. I’ve said it before, build it and they will come. The hardest part of making a sale is to ensure you get customers in the store to sell to. Social media is king, post regular and don’t give customers a
reason not to visit your store. Another positive for us “small guys” are the changes to business rates. Ok so most of the savings will be swallowed up by the increase in wages but at least we’ll be standing still and that’s a plus, surely? If all else fails at least we can all look forward to Cologne and meeting up with like minded people for a good moan over a beer or two. So finally may I say Happy New year to you all and wish you all the success for the coming year.
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feature MEET THE PRs
Your helping hand
Image source pexels.com
Getting your news out into the world can sometimes prove quite a tricky business with an endless list of pressing things to do. Fear not, as a trade sector this where a good PR company comes in. They take the pressure off and do all your promotion for you. From contacting the necessary press to marketing online, good PR companies know exactly how to get your news, deals, offers and promotions read by the right people, something that will only help you and your sales succeed. Here we shine the light on established PR companies who know how to drive and deliver your message to a targeted consumer audience.
Full of surprises Peekaboo Communications is 12 years old and while the company is looking forward to officially becoming a teenager in 2019, they understand the industry, the opportunities and most importantly parents and their needs!
Perfectly targetted Azaria is one of the UK’s leading family specialist PR, Marketing and Social Media Agencies. With a proven track record over 15 years and envied reputation, Azaria work with brands big and small, helping clients reach their business goals through targeted campaigns. From strategy to content to execution, they handle it all. They nurture all their clients including Maxi-Cosi, Quinny, Skip Hop, Beaba, Tiny Love, Tutti Bambini, Red Castle and Safety 1st, looking after all their PR needs, as well as social media, awards, sampling, brand and expert partnerships, product placement, and much more. Azaria are well known amongst celebrities, media and bloggers as the go-to agency for all things family. Azaria have a first class team led by MD Amber Steventon who has more than twenty years’ PR experience. “We are experts at what we do and our passion shines through!” Tel: 01604 217 000 Email: hello@azariapr.co.uk Web: www.azariapr.co.uk
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The team at Peekaboo Comms get under the skin of a product or service, to understand the issue it addresses. For small start-ups they offer an affordable shopping list of ideas that you can pick and mix to suit your budget. Or alternatively they can create bespoke campaigns to influence consumers and governments. Peekaboo Comms work locally, nationally and globally. Managing Director Michelle Horne knows what grabs journalist’s attention and column inches! She has appeared on BBC, LBC, This Morning, Daily Telegraph and Daily Mail discussing parenting issues. She had three children in three years! She gets parenting – the good, the bad, the smelly! With 750,000 new humans born in the UK every year, Michelle and her team will make sure your “peekaboo” is heard! Email: Michelle@peekaboocoms.co.uk Tel: 01274 583043 Web: www.peekaboocoms.co.uk
Made to bump
For the family view
The name BumpPR is renowned and trusted within the Nursery industry and the team is known across the sector for their hard work and personal touches.
Vista knows parents. Their network provides insight and intelligence, enabling them to bring a real world perspective to each client brief.
Friendly and approachable, the award-winning family agency offers a range of services tailored to suit your goals and most importantly your budget. Bump are a small team with bags of experience and heaps more enthusiasm, ideas and connections to boot. Press to celebrities, bloggers and influencers, the hardworking close-knit team are tenacious when it comes to pursuing coverage and achieving great results. Every client is made to feel the height of importance, with a tailor-made PR package delivered just for you, by passionate and knowledgeable professionals. Whether it’s a long-term, integrated strategy or a cheeky little tweet, bumpPR will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, they’ll get the right people talking about you where and when it matters. Tel: 01462 613002 Email: lisa@bumppr.couk Web: www.bumppr.co.uk
Vista’s meaningful campaigns for Peg Perego, Babyzen, LittleLife, Micro Scooters and Start-Rite Shoes make connections and change behaviours, turning casual consumers into brand advocates. If their work doesn’t drive sales, intent or action then they know they’ve failed. Their agency structure is fit for today’s always-on consumer, where a collaborative approach creates an integrated, results driven, client centric culture. The Vista Village blog celebrates family life, as do their business processes where they defend family friendly flexible working and shared parental leave. After 22 years in PR, their MD Jane has a thing or two to say about the industry and the future of communications. Call her for a frank discussion and a fresh perspective. Tel: 01295 369 182 Email: jpd@vistapublicrelations.com Web: www.vistapublicrelations.com
Proven results With experience in all aspects of PR, Lianne and the team can tailor cost-effective campaigns to suit a client’s specific budget from one-off bursts of activity to working as a retained press office. Bertelli Communications celebrates its ninth year anniversary in 2019 with three new nursery clients added to its current roster: Bababing!, Skippy Lou and Hubelino. These innovative companies each appointed Bertelli Comms as their retained agency thanks to Lianne Bertelli’s reputation and proven results coupled with their long-standing relationships with existing clients. Working directly alongside each client, Bertelli Comms work hard to understand their business and goals in order to create targeted and effective campaigns which drive brand awareness and ultimately sales. Bertelli Comms specialise in targeted product placement to ensure your products get noticed. Every week, their clients and their products appear in lifestyle magazines, online and on TV as well as in national and regional newspapers…in fact, whatever your target market read, listen to or watch Bertelli Comms will make sure you’re there! Lianne Bertelli, MD at Bertelli Comms says: “2019 is an exciting year as we look to expand our client portfolio across the nursery sector. We are working with some unique clients both existing and new and are looking forward to demonstrating what our support can help businesses achieve.” Katie Murphy, MD at nursery distributor Baby & More gave this testimonial: ‘Baby&More has worked with Lianne at Bertelli Communications to run all our PR and social media since 2012. We have a great working relationship with Lianne and appreciate her creativity and dedication to our brand. Lianne has a brilliant ability to create compelling copy and an impressive industry contact list which has seen us gain exciting, mainstream PR opportunities. I would not hesitate to recommend Bertelli Comms to any company.’ Tel: 07739 023 756 Email: lianne@bertellicommunications.co.uk Web: www.bertellicommunications.co.uk
Liane Bertelli
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social media ROSS HEWITT
Brand building Don’t Forget…Most Consumers Are In The Dark didn’t plan to buy a Pliko Pramette in 2005…it was just something that happened… but let me rewind a little first. Through my formative years I sstarted off wanting to be Luke Skywalker, then Gary Lineker after the S 11986 World Cup (so I needed the ssame brand of boots he wore). Moving forward a few years I M d developed a desire for Zildjian ccymbals in order to become the world’s greatest grea heavy metal drummer and spent b bowling alley wages on Fahrenheit aftershave when I noticed that girls ex existed. Girls did didn’t work out, so I went back to Star Wa Wars and carried on (secretly) o be Luke Skywalker in my wanting to nties whilst the more realistic early twen twenties dreamer iin me hoped to one
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M an a g in g , t it w e H an d Ro ss ec ret Pi e e d i a ’. S f o r o t c M D ire vvy S oc i a l a rket in g a ‘S f o r o al m a ut h n h is d ig it h a d h is fi r st a g e b s s o R try 1 9 9 8 an d c a reer in t h e nu r sery in dus fo r a y into o f M a rket in g & a s H e a d r S ilver C ro s s in in c e fo E c o m mer set up S ec ret Pi e e g 2 0 0 8 . H d h a s b een h e lp in 2 0 10 an foun d an d lo ve d c li ents g et ever s in c e . on lin e k etp i e .c o .u k r c e .s w w w .u ec retp i e .c o | R o s s @ s 4 10 0 2 7 | 0 1 9 0 4 ec ret _ Pi e @S | Tw itter :
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day be able to afford Ping golf clubs, drive a Land Rover, and wear Calvin Klein pants. Two of those still elude me, but those late 1990s CK pants were comfy. Too much information, I know, but the subtle and persistent growth of my own emotional equity in brands had clearly begun at a young age and grew exponentially as time marched on, as it did and does for all of us. From early childhood UK consumers are exposed to hundreds of marketing messages each day and brands become embedded in the brain and desired as they grow older and then lots of people grow up and find out they are going to be a parent for the first time…
Suddenly there is a brand blind spot. Those two words, “I’m pregnant”, open a whole new industry that needs researching and understanding quickly, and from scratch. I believe there is a three month window where a nursery brand or retailer needs to get in front of newly pregnant consumers to stand a chance of winning their hearts and minds. The trick is that your nursery business needs to get in front of them in an engaging, supportive and memorable way. It’s not about discounts; it’s about education and building trust so be like Jesse J and forget about the price tag for now. So, back to my 2005 Pliko Pramette.
I didn’t have a clue where to start when “I’m pregnant” was uttered. Star Wars hadn’t prepared me for this. There was no Facebook to turn to... well, there was Facebook but who the click used it in 2005 over here? Consumer parenting magazines helped a little, but they often contradicted each other. It was a confusing time, and because American Golf Discount stores and HMV didn’t sell pushchairs I was out of ideas. Then I walked into a well presented and downright lovely Mamas & Papas store. The lady who worked there showed me everything, and explained everything, and made me a cup of tea and gave advice on what life with a new-born would be like and I was sold. I walked out of there with a receipt for a Pliko Pramette and a full furniture set. It was the first business during this initial three months that effectively said, “Sit with me, let me help” and there is power in that, but nursery retailers and brands need to remember
what the first times nerves are like and harness it better. In 2019 it’s easier for first time parents-to-be to do their research online but most of you are appearing too late in the game. The online parenting space that was so up for grabs just a few years ago now firmly belongs to Mothercare and the media owners. Test it out – search Google for ‘what pushchair should I buy’ or ‘what do I need for my first baby’. 99.9% of people reading this article will represent brands and retailers that do not show up in such search results. This online space is still up for grabs and a cunning blend of content marketing and search engine optimisation can get you found earlier on in the research phase and like I said, there is power in that. Start writing. Look into the heart of your business and pick out the values that you are most proud of, then look at your ideal customer profile. Who do you want to attract and what do you want them to know about you? What
In 2 0 19 it ’s ea si er fo r fi rst ti me p arents - to - be to do th ei r rese ar ch on lin e but
o most of you are app ea ring to la te in th e ga me. do you think they need help with? Publish the content but make it more about knowledge and problemsolving. Give some of your brain away for free and you have a chance of winning some hearts in return. Share the articles across social media, include them in your email newsletters…then adapt what you have written to be a video script and
make that. Your mission is to be the best answer to the questions that your ideal customers ask. Sounds like hard work? Well it is, and it takes time. The alternative is that you sit back and let the Independent and Mothercare ‘teach’ parenting newbies about what they should buy…and where.
The new Madrid furniture range from Obaby .SVZZ ÄUPZO *OLZ[ PUJS\KLZ OHUNPUN VW[PVU :SPKPUN KVVYZ ;^V JVSV\Y VW[PVUZ 3\UHY HUK ,JSPWZL 4\S[P \ZL JOHUNPUN [VW
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www.obabytrade.co.uk 01652 641490
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feature Toy Fair Preview Rainbow Designs
Fair play Cargo Ship
From Sooty to Elmo – The story of Pre-school and Toy Fair oy Fair, the UK’s largest dedicated toy, game and hobby trade show, is returning to Olympia, London on January 22nd 2019. For three days, more than 250 exhibiting companies will showcase the latest trends and must-have gifts to the media and the wider industry. From the very beginning, pre-school toys have had a prominent place at Toy Fair. The show began its life as the British Toy and Hobby Fair, organised for the British Toy Manufacturers Association in 1954. The first fair was hosted in Brighton, with a then-unknown silent bear stealing the show. Sooty quickly became the most-wanted cuddly toy of 1954, and cemented Toy Fair’s reputation for predicting the hottest trends for the year ahead. While pre-school toys have evolved over the years at
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Moonlite
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Toy Fair, there are certain trends that remain relevant to this day. Plush toys like Sooty remain an important staple of the pre-school toys launched every year at the show. Take Green Bean Studios, for example, a Toy Fair 2019 exhibitor who produce interactive books and plush toys for babies and toddlers. UK Stores Manager Georgia Barrett believes plush toys are vital for pre-school play, commenting that, “Keeping little ones healthy and active both at home and in the classroom helps them, in a fun way, succeed in pre-school education.” As the industry grew in the late 50s, so did the scope and offerings at Toy Fair. By the 60s the British toy industry was worth an estimated £85 million, although pre-schoolers were yet to be seen as a separate entity to older children. Alongside the likes of Barbie and Action Man, staples of the era included plush characters and a variety of wooden toys including cars, animals and the ubiquitous alphabet building blocks. Nearly 70 years later, the industry is beginning to see a resurgence in the use of wood for pre-school toys. Eduk8 Worldwide is a Toy Fair exhibitor who create a variety of educational wooden toys. Their MD Christine Lawson sees this as a trend that is set to continue, “Wooden toys are still the most popular preschool toy and always will be we feel – they are traditional, sustainable, long lasting and will never date.” Back in the 1970s, the next stage of Toy Fair relocated to Birmingham’s NEC, while the toys pivoted away from the traditional children’s favourites. Older children were going mad for Star Wars, but preschoolers were starting to be seen as their own separate market. Duplo blocks became a massive hit, as at twice the size of regular Lego, they were easy to handle and less likely to be swallowed. Helping children learn through play, Duplo was an early forerunner in the world of STEM pre-school toys.
Today, STEM toys play a massive part in the development of pre pre-schoolers schoolers and are always centre stage at Toy Fair. 2019 exhibitor Geomagworld manufacture the Power Puff Girls magnetic building block game Magicube and believe this trend is only set to grow. “Clearly for us the emergence of more and more STEM products within the infant and preschool sector is clear to see,” commented Nikki Jeffery, senior marketing consultant, Geomagworld. “More and more parents are seeing the importance of teaching these valuable and key lessons to children from an early age.” By the 1980s, the market for pre-school toys was in full swing and Toy Fair was about to get techy. V-tech launched the first computers for pre-school children in 1988, and the rest, as they say, is history. Tech toys are now a vital part of the pre-school sector, helping develop hand-eye coordination alongside a child’s imagination. Spin Master UK is launching a new Moonlite range at Toy Fair 2019, which uses the power of modern smart phones to create a projector for story-telling. Spin Master’s Brand Manager Simone Palombi said, “’Play with purpose’ and ‘toys that teach’ are buzz phrases amongst the industry and we are seeing lots of new products that engage pre-schoolers in Trolls several different and unique ways.” Back in the 1990s, tie-in toys dominated the shelves at Toy Fair and on the high street. Preschool toys followed in their footsteps, with Tickle Me Elmo becoming the must-have pre-school toy in 1996. Other pre-school sensations of the era include the iconic TY’s Beanie Babies and the iconic Teletubbies, who won Toy of the Year at Toy Fair in 1996. The show continued to grow from strength to strength, and by the turn of the century, Toy Fair returned to its current home at London Olympia. What’s next, you ask? Pre-school toys have always been a solid staple of Toy Fair, and this year is no different. As you’ll see at Toy Fair 2019, the future for pre-school sees trends from the past merging with the latest innovations, to create new and exciting ways to play. From its humble beginnings on the Brighton seafront, to the key industry event it is today, Toy Fair remains the place to discover what’s next in the world of pre-school toys.
As the industry grew in the late 50s, so did the scope and offerings at Toy Fair. By the 60s the British toy industry was worth an estimated £85 million, although pre-schoolers were yet to be seen as a separate entity to older children.
Magicube Geomag
Toy Fair 2019: 22 - 24 January 2019. To register for a free visitor pass, visit www.toyfair.co.uk nursery today
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focus PRESCHOOL TOYS
Toying around Toys for infants and preschoolers will always prove popular. We take a closer look at what is currently available. he infant and toddler toy market continues to grow and expand, not surprising really as babies and infants aren’t yet ready for electronic devices. But that said, we have to remember there is a new generation of parents on the block and be mindful that this may change in the future. We are seeing infant toys that are now being launched where some level of App is included to work alongside the product. However, that said let’s not forget the power of wooden toys in this sector. These continue to keep their level of popularity. Traditional toys also have high appeal and have seen a resurgence in their popularity over recent years. Many wooden toys
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are created with bringing back fond memories of parents or gift-givers and who doesn’t like the aesthetic appeal and overall quality that wooden products offer? When buying toys for littles ones, parents want a mix of both educational and entertainment, helping their child to learn while having fun. This is a great opportunity for retailers to capitalise on the growing market, and cash in on products that support both fun and learning. As a trade we are fortunate as manufacturers and suppliers in the toy sector, who provide age relevant toy ranges, recognise that there are many elements to what makes a perfect toy for an infant.
Home of play Kiddi Style are designers and manufacturers of quality products for babies and toddlers, with a focus on safety, quality and value. Children will love this classic Victorian wooden doll house with furniture. Made out of wood, and playful design, perfect for anywhere! Suitable from ages three and over, this fun furniture set would make a great gift and is ideal for home, playroom, school, or nursery use. The three-story doll house boasts an elegant layout with plenty space that can be decorated according to your child’s taste. Features • Made from solid, study and safe wooden materials • Three Levels + Balcony • Easy to assemble • Large design • Large enough that multiple children can play at once • Includes furniture • A great addition for play area and suitable for kids three years and up • Length 70 cm Width 27 cm Height 62cm. Email: trade@styleproducts.com Web: www.styleproducts.com
Feeling hungry? The Very Hungry Caterpillar looks set to take centre stage at this year’s Toy Fair (Stand: E120) thanks to the classic character’s 50th anniversary and an exciting new nursery toy range from Rainbow Designs.
Brand new from the Home of Classic Characters is the Tiny and Very Hungry Caterpillar Collection, based on Eric Carle’s wonderful and hugely successful picture books. This new collection features a beautiful selection of products crafted specifically for the newborn to 18 months age range. Gorgeous new nursery toys include a wooden and plush Ring Rattle, colourful apple-shaped Comfort Blanket with attachable clip and textured Jiggle Attachable Toy. Also new are the Booties presented in a gift box, developmental Activity Spiral, and a fun-packed Activity Toy for sensory play. Young Disney fans will also love the new arrivals to the whimsical and high-quality range of baby soft toys. Brand new for 2019 is a Jiggle Winnie-the-Pooh, baby soft Booties in a gift box, a charming Winnie-the-Pooh Cot Mobile and a Gift Set featuring a tactile Comfort Blanket and Ring Rattle presented in a beautifully illustrated box. Tel: 01329 227300 Web: www.rainbowdesigns.co.uk
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Musically minded Part of Chicco’s new Happy Music range, Piano DJ Mixi is ready to get the party started no matter where you are. Featuring two different settings, fun mode and play mode, the realistic deck with LED light panels will keep little ones entertained for hours. With four musical styles and eight melodies, children can add in animated sounds including realistic scratch sound effects and musical notes to create their own song. The deck also features a miniature piano with five keys that children can use to play their own melodies, and the slider allows them to either speed up or slow down the songs. Web: www.chicco.co.uk
The Home of Classic Characters
120 : Toy Fair, E t a n o i Collect pring Fair, Hall 5, Stand H21 9 1 0 2 e t e l See our comp 2&S Nuremberg Toy Fair, Hall 1, Stand E2 www.rainbowdesigns.co.uk
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focus PRESCHOOL TOYS
Take a turn Following the success of Orchard Toys’ now third bestseller Farmyard Heads and Tails, they have launched a fun jungle version. Jungle Heads and Tails features a variety of wild animals for children to match and pair, from a crocodile to a flamingo! As they grow in confidence and ability, children can play as a more advanced memory game by turning the cards over. The game offers children as young as 18 months the perfect introduction to first gameplay and turn taking. The large, wipe clean cards are designed to last and perfect for little hands to hold! Tel: 01953 423422 Web: www.orchardtoys.com
Served for success
Sing with Songy Part of Chicco’s new Happy Music range, Songy the Singer lets budding pop stars sing their hearts out with two different settings, sing along mode and transformation mode. This perfect singing partner comes with its own disco effect flashing LED lights, meaning Songy the Singer is always ready to get the party started wherever you are! No matter little one’s taste in music, there’s something for everyone, with four musical genres and a total of eight different songs to choose from. Web: www.chicco.co.uk
Playtime is Fun! This kid-sized kitchen features soft colours and imaginative details sure to impress young chefs!
The Contemporary Cook4me from Kiddi Style enables children to play with imagination. Children can store food in the fridge/ freezer and then cook in the oven or microwave and even clean up afterwards in the sink! Supersized so multiple children can play at once. Full feature list • Solid Wood • Supersized design • Oven, microwave, refrigerator, freezer and storage doors all open and close • Sink + 2 hobs! •Plenty of storage space •Easy to assemble Dimensions: 75 (l) x 33 (w) x 116 (h) cm. Email: trade@styleproducts.com Web: www.styleproducts.com
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Kiddi Style are global manufacturers of quality products for toddlers. Our focus on safety, quality and value have enabled us to become one of the best trusted brands. Our passion for design and styling along with a sensible pricing policy does not detract from the most important factor of safety and fun.
Bebe Style are designers and manufacturers of quality products for babies & toddlers Our range of car seats, high chairs and baby walkers are loved by parents and children alike. Our focus on safety, quality and value have enabled us to become one of the best trusted brands We cover Car Seats, Highchairs, Walkers, Changing Units, and Playmats, swings and bouncers
Where Quality meets Value
W cove e
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Car Se a Walker ts, Highcha irs, s, Cha ngin and Pla ymats g Units, and bo , swings uncers
www.styleproducts.com | trade@styleproducts.com
retail TECHNOLOGY
2018 eCommerce round-up What happened in eCommerce during 2018?
Omni-Channel grew in importance
David Fairhurst Head of Creative Online Marketing - Intelligent Retail
If you want to see why having an integrated, Omni-Channel approach to retailing is so important, take a look at the multi-channel funnels data in your Google Analytics panel, especially the assisted conversions data. This will show you that user journeys for eCommerce are becoming extremely complex, with users diving in and out of not only different advertising channels but also devices used to access those channels. The fact is, the people who buy products online in 2018 find those products in a variety of different ways and have many routes to purchase, which means a fully integrated Omni-Channel experience is becoming more and more important. It’s no longer acceptable for retailers to utilise eCommerce, social media, branding and advertising to gain business, all these mediums need to be closely integrated so that the overall experience for users is completely seamless.
Personalisation surged forward You only have to look at how larger retailers leverage user data to see why personalisation is so important for eCommerce. Creating a personalised shopping experience is absolutely key to user retention and conversions and will
The great thing about eCommerce is that products can be sourced from anywhere on the planet and be delivered to our door, but increasingly we are demanding easier ways to access the goods that we have purchased. become even more important beyond 2018. The ability to leverage user data to provide a personalised experience has been shown to increase those all-important ‘add to baskets’, aids in re-capturing lost conversions and increases repeat businesses for eCommerce retailers who use these types of techniques. If you aren’t already utilising personalisation to boost user experience for your business then you really need to start immediately.
Rise of the Robots The further use of AI assisted voice search systems such as smart home devices, smart speakers and assistants
David Fairhurst Head of eCommerce, Intelligent Retail, www.intelligentretail.co.uk David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London
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from Google, Amazon and Microsoft have changed the way we all interact with our devices. This in turn means the way we search has changed, with a move towards natural speech. Search is no longer dependent on a keyboard, touchpad or mouse. This has massively affected how we all search for things. Instead of truncating search terms we use to attempt to find the right brand or product, voice search systems can utilise their in-built artificial intelligence to return results and offer buying choices based on natural voice queries. We no longer type ‘chemist in Caernarfon’ as speech-based search allows us to just say ‘I need some headache tablets’ and our smart assistant will return the nearest results automatically.
M-Commerce Mobile commerce sales have been growing for years now, with Google stating that they saw more search traffic on mobile devices than desktop way back in 2015. In 2018 for the UK, we are seeing 20% of all retail sales as eCommerce and almost 60% of these eCommerce sales are associated with mobile usage. This means if you’re a retailer and your eCommerce website isn’t fully responsive, so that your website users can seamlessly access using any device, your business is losing valuable sales. The vast majority of users now use mobile devices for initial research into products, but it seems more and more of us also now are not afraid or feel constrained by smaller screen sizes when purchasing.
Social Shopping It’s really big in China, but starting to emerge strongly in the West. If you’ve not heard about social shopping then
Image source, Pexels.com
chances are by the end of the year you will have. Social shopping is the merger of social media with eCommerce and it’s going to transform the way we all shop. Facebook shopping has been a reality for quite a while now, but with social media platforms like Instagram
launching their own shopping programs in the UK, social media shopping is guaranteed to explode next year and beyond. In China, celebrities utilise Weibo and other platforms to sell products directly to followers. Developments like Instagram’s ‘shoppable posts’ and
similar developments on Facebook, where users can create their own video shopping channel (via the ‘facebook live’ video streaming service) mean we can all be social stars with our own shopping channels.
Distributed Delivery The great thing about eCommerce is
that products can be sourced from anywhere on the planet and be delivered to our door, but increasingly we are demanding easier ways to access the goods that we have purchased. Distributed delivery and ‘click and collect’ promise the convenience of eCommerce with the flexible delivery options to give us faster access to our purchases. Amazon is now offering it’s one-hour delivery options in a number of different locations in the UK, with deliveries supplied from its own distributed delivery network within a one-hour timeslot. Limited trials of drone deliveries have proven effective and await regulatory approval before launch. Meanwhile ‘click and collect’, once the preserve of large retailers is now available to even independent retailers, with a nationwide network of collection points available for this service.
What does 2019 hold? Expect to see a lot more of the same in 2019! More personalisation, easier access to products and more ways to shop will be on the cards, but don’t be surprised if you see new technologies employing augmented reality devices, Virtual Reality shopping and an even closer merge of social media and eCommerce in 2019 and beyond.
China’s changing market Toy & Hobby China renamed Toy & Edu China to cater to the changing market demand espite the challenges in the global market, China’s toy and baby product market continues to benefit from the booming education industry. According to the 2018 Q1 sales record of the popular Chinese online shop, JD.com, the top eight best selling items are educational toys. The National Bureau of Statistics reported that the educational product market value has grown from USD 1.15 billion in 2011 to USD 3 billion in 2016 while the market value of pre-school educational service also surged to USD 90 billion in 2018. “The STEM (Science, Technology, Engineering and Mathematics) concept is gaining popularity in China and parents are willing to spend more on toys and products that facilitate
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learning. We can also see an increasing number of educational products and services, including pre-school items, learning systems and brain-training toys on offer and a growing demand for such products from buyers at our fairs,” said Ms Wendy Wen, Senior General Manager of Messe Frankfurt (HK) Ltd, explaining the reason for the fair’s change in name from Toy & Hobby China to Toy & Edu China. For more information, please visit www.chinatoyfair.com or www.chinababyfair.com
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focus KIDS’ TIME
Time to get ready! A growing trade exhibition, KIDS’ TIME will open their doors in February 2019 and this their jubilee edition promises to be exceptional! IDS’ TIME is ranked among the child products and services business sector’s largest, global-scale events; join them this February for the 10th Fair of Toys and Products for Mother and Child KIDS’ TIME - the business-sector’s one-stop-shop in Targi Kielce. This is where market leaders from around the world meet. Poland’s market products for children market reached PLN 11.55 billion in 2017, with 4.9% YOY increase compared to the previous year (PMR data). The market forecasts are positive and correlated with the optimistic predictions regarding the whole economy. This three-day expo is a full house with eight exhibition halls packed with the latest product and developments.. KIDS’ TIME is one-stop-shop for world-leading brands, producers and distributors all showcasing prams and strollers, car seats, toys, furniture, textiles and baby products. Last year’s expo was the showcase for over 500 exhibitors with the number of foreign exhibitors constantly growing. The expo was graced with the presence of the international authorities and foreign delegations. This is further proof that the Kielce event has excelled to enjoy a strong and stable position among global child-product business sector KIDS’ TIME Fair serves as expos. - KIDS
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perfect proof for the child products and services business sector’s rapid development, not only in Poland but in global perspective. The organisers of the show carefully keep an eye on the market and try to adapt their offer to its needs and demand. “The Fashion For Kids - the expo crafted around children’s fashion is just one example of such a response. Cooperation with the industry enhanced with a constant dialogue ue it is a guiding beacon for us,” says Andrzej Mocho, Targi Kielce President of the Board. 21 countries were represented by exhibitors from Belgium, Finland, Spain, Portugal, Russia, the United States, Great Britain and Italy and other countries in 2018. More than 19,000 meters in the seven permanent expo-halls complemented with the mobile hall H which was built for the purpose of this exhibition. 2019’s expo will follow this example. An astounding number of companies have demonstrated their interest in the expo and intend to showcase here. Thus there will he be two additional mobile halls: H and I. Just like in 2018, the H expo m hall will be the dedicated display of prams and ha strollers. The new I pavilion will be the games realm st (both retro and modern ones). (b The expo has advanced to become a focal point for companies - following the example of previous fo the business-sector leaders have already yyears, e co rmed their presence at the upcoming KIDS’ confi TIME. The exhibitors list includes representatives T of o top brands from Poland and abroad. “Not only is i KIDS’ TIME highly appreciated by the biggest brands. There is probably no better place to make b
This three- day “ exp o is a full house
wit h eigh t exh ibit ion halls pac ked wit h the latest pro duc t and develop ments.
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a market début than KIDS’ TIME,” says Project Manager Mrs. Aldona Matla. This has been the expo tradition to abound with seminars and workshops which feature guests-stars. Foreign press representatives are also present here. The expo celebrates its anniversary, therefore the upcoming edition will feature attractions galore. Companies find the expo a perfect opportunity to meet with representatives of the parenting blogosphere from all corners of Poland, until now there have been 50 bloggers attending the event. They join the expo to become familiar with the latest product offered by child products and the services business sector and market best sellers. The upcoming International Fair of Toys and Products for Mother and Child KIDS’ TIME is held it Targi Kielce from 20 to 22 February 2019. For more information visit: www.kidstime.pl
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£49.95
nning d Wi Awar ble Baby Porta lender B Food
The beginning of a foodie adventure At Itsy, we understand that weaning is a precious milestone for both parent & baby. A breakthrough in modern weaning, the Itsy Blitz ® is a patented, portable and convenient way to prepare fresh baby food on the go.
For sales, enquiries and collaborations please contact hello@myitsy.com
For Here
There
& Everywhere
myitsy.com
Meet Kubbie Sleep! Adding to the hugely successful Joie travel cots range, Kubbie Sleep expands on the new compact Kubbie line and also provides an innovative 2 in 1 solution as both a travel cot and a side-sleeper. ubbie Sleep uses a simple strap and clip attachment to connect securely to parents’ bed, and the side easily lowers at the push of a button. This allows safe co-sleeping and easy access to little ones for nighttime sleep, bringing many benefits to both baby and parents, such as encouraging bonding and making feeding easier. However unlike traditional bedside cribs, Kubbie Sleep can be used far beyond baby’s first few months. The side just as easily raises to serve as a normal bassinet for naptimes. The bassinet also removes, with its mattress used in the lower area for sleep and playtime, up to 15kgs or about 3 years old. Kubbie Sleep’s travel capability is also a key advantage over competitive bedside solutions. At a lightweight 9kgs, it folds up just as compactly as a regular travel cot for parents to take along easily anywhere and everywhere they go.
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Tel: 01889 808 900 Email: uksales@joiebaby.com
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focus BABY ESSENTIALS
Essentially yours new arrival into the family brings joy, but the level of products that new parents desire that are deemed as essential prior to baby’s arrival is absolutely astounding. From the moment pregnancy is confirmed, expectant mums turn their attention to what they may need. The list is endless of wants in comparison perhaps to needs. We all know that a car seat is legal requirement and an item that will be purchased prior to the birth of a new arrival, but this isn’t the only product that is considered an essential item prior to the birth. Although most expectant parents won’t actually buy any products prior to the three month stage of pregnancy, that doesn’t mean that research isn’t conducted from the moment they find out they are expecting. Although a cot or cotbed won’t be used immediately, it will more often than not be purchased during the pregnancy stage and is viewed as an essential pre-birth product. Many newborns will spend their first three months in a Moses basket or crib in the parent’s bedroom, but with trends continually developing we have experienced a surge of interest in side sleeping cribs and a variety of products are now on the market. Another area that may be looked at is which type of baby monitor to purchase. In reality this won’t really be used until baby settles into their own room, but a monitor is considered an essential. With technology now spearheading this category, video monitors have seen an increase in interest by the consumer and thiss is perhaps an area where dad becomes more actively involved – dads just love gadgets! Moving on from monitors, bottles and sterilisers are also ‘up there’ on the must have lists. These will also in the majority of cases be purchased prior to the arrival of baby.
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Cosy dreams
d Co-created with a paediatrician an nals, recommended by medical professio aid best Cosydream is the bestselling sleep designed used straight from birth since it is ably to transition baby to sleep comfort cot. from the wombinto a non-restricting position, Cosydream’s
Thanks to subtle supports reassuring cocoon for baby – ultra-soft, breathable shell provides a the womb. Cosydream’s built-in head e mimicking the security of being insid ioning to baby’s skull to combat pillow offers a subtle yet unique cush encourages the development of a plagiocephaly (flat head syndrome) and as ort roll is detachable and adjustable desired rounded shape. The leg supp ble forta baby’s legs in a more com baby grows, which fractionally raises position. The elevation of the legs fetal liar fami e position, close to a mor the ideal back position and helps to prevent reflux while creating muscles that might occur if baby’s ach discourages any strain on the stom legs were completely flat. Email: sales@babymoov.co.uk
Safe to sleep Redkite’s hero product for 2018 was the launch of their fabulous Nebula bedside newborn crib. Featuring the safe sleeping co sleeper crib with dropside to allow next to bed sleeping to keep baby safe and in sight of parents. Height adjustable and incline option to assist if baby is suffering from colic. Soft and neutral pale grey with wooden effect frame allows the Nebula crib to co ordinate in all bedrooms and then move to more independent sleeping once baby is older. The additional feature of extending the base to allow for a small play pen give extended value and lifespan. Already proving to be a winning combination and receiving industry award nomination and short listed for Made for Mums 2019 awards. Tel: 01454 326555 Web: www.redkitebaby.com
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Size matters Little Chick London – the baby brand renowned for making life a little less worrying for new parents – has added to its mattress range for 2019. The Little Chick London breathable mattress, which was originally designed to complement the Little Chick London breathable bedside crib, has proved so popular with retailers and their customers that the company has expanded its range to a second size. Together with the new 80cm by 44cm size and the original 90cm by 40cm size – Little Chick London now has a mattress to fit most makes of crib including the popular SnuzPod3. Rachelle Harel of Little Chick London comments: “Our original mattress was designed for the Little Chick London bedside crib, but we had so many retailers commenting that their customer love the quality of the mattress and were asking if they had it to fit other makes of crib, that we decided to respond.” The Little Chick London breathable mattress features 3-layered anti allergenic covers – a breathable top layer, 3-D sandwich mesh filling with water resistant back coating. The core is 100% compressed polyester which doesn’t yellow over time like foam; and the cover is removable for washing and fast drying. Tel: 07976 773486 Email: hello@littlechick.london
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focus BABY ESSENTIALS
In a heartbeat
Have a hug Baby Hug 4-in-1 is a unique multifunctional daytime solution that offers four configurations from one unit to adapt to changing day. baby care needs throughout the d into a recliner seat
orme Beginning as a daytime crib, it can then be transf , and are kept world the see for when little ones want to sit up and it comes to When bar. toy onic electr able entertained with an attach a removable with hair dinnertime, Baby Hug can be adapted into a highc into their very d orme transf be can tray and when little ones want to play, it Baby Hug nient, conve highly and saving space first play seat. Cost effective, ver whate sight, nt eye encourages bonding by keeping little ones in consta they’re doing.
The Summer Infant Little Heartbeats Soother Hedgehog is a lovable plush character designed to imitate the steady pulse of your heart and gentle, rhythmic sounds of your breathing to help soothe little ones. When it’s time to snuggle up for a great night’s sleep, this soft and huggable companion is activated by a simple squeeze and the attached muslin microblanket makes this the perfect comforter from birth and up. Easily choose one of the three modes of comfort for your little one and turn on the optional 20 minute shut-off. Web: www.summerinfant.co.uk
Web: www.chicco.co.uk
On the level Meet iLevel, lie-flat infant carrier! Joie’s lie-flat iSize infant carrier has received a great reaction from the trade and consumers alike, winning top honours in the 2018 Made For Mums awards in the hotly contested infant car seat category! The Joie i-Level is suitable from birth up to 85cm and less than 13kg. i-Level cleverly and simply converts to a flat reclining seat that can be used flat, both in the vehicle and on the pushchair! The i-Level’s 157 degree ergonomic angle is engineered to keep your child’s head, neck and body in perfect alignment promoting healthy spinal development and to maintain constant airflow. Featuring certified side impact protection and a multi-height headrest and harness that adjust together. It comes complete with an ISOFIX base, the iBase LX, which is also available separately should a second base be needed. The infant seat pairs with the Joie chrome dlx, mytrax, pact, and litetrax 4 pushchairs, as well as other brand pushchairs using adapters. Tel: 01889 808 900 Email: uksales@joiebaby.com
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Next to me magic Introducing the latest side sleeping crib in the award-winning range, Chicco Next2Me Magic offers maximum comfort for both parents and baby. Featuring a new premium design, the enhanced one hand sliding side panel can be used when fixed to the adult’s bed, making it even easier for parents to reach little one during the night. Chicco Next2Me Magic also includes a smart rocking mechanism that can be operated in free standing mode by the touch of a button. With 11 height adjustable levels and versatile legs, the crib adapts to any bed including divans thanks to the auto retractable feet. The crib also tilts to support baby with reflux and congestion while the 3D mesh mattress and side windows generate extra air ventilation during the night to comfort and soothe baby. The crib can be easily moved around the home thanks to the four swivelling wheels and is designed with stylish zipper detail on the soft outer cover to make removal and cleaning of the cover easier than ever before. The Chicco Next2Me Magic is available in Sand and Cool Grey. Web: www.chicco.co.uk
focus CUDDLECO
Taking stock CuddleCo’s Managing Director, Marc Kelly takes a look back at activity in 2018 and how they will focus on the year ahead. at in my office surrounded by scrunched up balls of paper I’m wondering how to make sense of the crazy, unpredictable, sometimes exhilarating, often frustrating 2018 that is behind us. There’s been ups and downs… England’s World Cup run balanced by wall-to-wall Brexit, the demise of some of the UK’s most famous national retail brands countered by the long-awaited re-emergence of the independent
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nursery retailer powerhouse, hottest year since records began versus Liverpool being top of the league at the time of writing (we’re massive MUFC fans here). There’s been so many talking points that it’s been more difficult than usual to see the wood for trees and stay focussed on what we do. So this time of year is perfect for sitting back and taking stock of what we’ve achieved over the last year, what we plan to achieve this year, and how that fits into the wider context of the rapidly evolving Nursery industry and the wider retail landscape. CuddleCo is best known in the UK as the exclusive UK & Eire distributor for the Doona Infant Car Seat. Billed by many bloggers, influencers and online forums as the celebrity “must have” car seat for 2018, the Doona has had a constant stream of media coverage over the last twelve months. Celebrities including Khloe Kardashian, Helen Flanagan, Conor McGregor, Vogue Williams, Harry Kane, and Mick Jagger, have chosen the Doona to both keep their precious little one safe whilst making modern day-to-day parenting easier. The Doona is the only car seat in the world that has achieved the holy trinity of international safety standards of compliance – Group 0+ Car Seat, Newborn Stroller, and Reclined Cradle (ECE R44, EN1888, EN12790, FMVSS213, ASTM F833, ASTMF2050). It achieved the good 2.4 rating when tested by the international benchmark testing house ADAC. We work with it every day and we’re still constantly amazed by just how clever it is. As the first of its kind, it naturally took a long time to bring Doona to market and, once it had launched, to explain to retailers and consumers alike just how revolutionary, safe, practical, and convenient it is for the modern family. In 2018 all of the hard work put in paid off in spades – against a backdrop of consumer uncertainty and retail turmoil we trebled our sales and launched five new colourways which sold out almost immediately! As I mentioned earlier, 2018 has seen a huge (and welcome) resurgence in sales from the Independent Retailer sector of the nursery market. The phenomenal success of the Doona in this sector highlights better than most the value of in-store sales staff expertise, training, fitting skills and focus which is the hallmark of all the best Indies. In 2019 we are looking forward to building on this success and launching the Doona into more of the best
independent Nursery retailers. As part of this rollout we will be launching in Harrods in January where the Doona has been given the honour of occupying the prime selling space and video screen in the department. So what else are we looking forward to in 2019 (apart from a new Manchester United manager)? CuddleCo recently launched a wide range of added-value Nursery Textiles including memory foam feeding pillows, bamboo fibre blankets, and our award winning memory foam stroller liner – the Comfi Cush. We will also be launching the newest product from Doona – the Liki. The Liki is the world’s smallest folding trike which comes fully assembled and with four riding modes… yet another revolution from the Doona family. Building on our success w with the Doona we will be launching this product exclusively with Independent rretailers in the UK and ccreating the same buzz with a m mixture of celebrities, iinfluencers, social media, and consumer c advertising. Finally, we are delighted to announce a that we have p partnered with the most p prestigious and trusted title in Nursery consumer publishing - Mother & Baby. In 2019 CuddleCo will be launching a full collection of soft textiles under the Mother & Baby brand ranging from blankets to nursing pillows through to cot mattresses. Watch this space! 2018 was indeed a year of turmoil in both the Nursery and wider retail industry but if there’s one thing we’ve learnt from our Independent retail partners is that there are always opportunities to grow if you are willing to work hard, stay focused, listen to your customers, and innovate. We look forward to the challenges and opportunities that 2019 will bring.
“perfTecthis fortimsitte ofingyearbackis
and taking stoc k of wha t we’ve achi eved over the last year, wha t we plan to achi eve this year, and how that fits into the wider context of the rapi dly evolving Nur sery industry and the wider reta il land scap e.
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Tel: 0161 702 5062 Email: sales@cuddleco.co.uk Web: www.cuddleco.co.uk
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focus
THE INSIGHTS PEOPLE
The rise of Click & Collect A tech becomes the family gatekeeper, is your marketing best placed to As rreach this generation of parents? arents attitudes, behaviour and consumption is changing daily. Whoever understands u them and reacts quickly, will w most likely succeed. Over the past 12 months we have ssurveyed over 10,000 parents. Collecting information from those expecting a baby, right through to those raising a child up to 4 years old and across all demographics of age, location and income levels. Whether they are expecting their first child or their 5th. This gives us an unparalleled view into the lives of parents and the family ecosystem. Media fragmentation is one of the biggest changes we have observed in recent years and it creates both challenges and opportunities for brands – if you get it right you can grow quickly, get it wrong and it can be an expensive, if not critical, mistake. With 100% of UK households with children having internet access, our data shows how this generation of parents are predominately turning to the internet to access content to help them parent; so, the first question we ask in reviewing the last 12 months is, how effective is your marketing in building awareness, engagement, preference and advocacy?
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Jenny Kieras Product Manager Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.
About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of 4), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents. For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. co.uk/nurserytoday or call Jenny on 0330 159 6631.
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Here we look at some of the key themes we have explored throughout 2018:
How does convenience influence parenting purchases? Keeping children occupied is clearly a key factor for parents, and with technology now providing a 24/7 entertainment solution for families, we also see how it works as a driver for the purchase of subscription services. Our data shows that parents are increasingly likely to have access to
delivery, content on demand) also have an appeal to parents. There were more than 700,000 new babies born last year, and with 75% of today’s expecting parents belonging to the millennial generation, their experience of parenthood is taking place in a world completely different to that of generations before. We all know that as the landscape around us evolves, brands must evolve too. Our data suggests that these
The intern et has surpa ssed fa mily and friend s when it comes to findin g inform ation on first- time parenting – with 7 in 10 parents using webs ites as an inform ation sourc e, almo st one third of parents using Apps and a furth er quarter that refer to YouTube. TV ssubscription bscription ser ices the more services children they have; in fact, our August Parents Insights reports described how 43% of parents with two or more children subscribe to Amazon Prime, compared to just 28% of families with only 1 child. Amazon Prime functionality enables each member of the family to consume their own content simultaneously, as does Netflix, which also sees an increase in subscription as family size increases although not as significantly as Prime - suggesting that the additional services offered by Prime (next day
tech-savvy millennials are embarking on the journey of parenthood in unprecedented ways. The internet has surpassed family and friends when it comes to finding information on first-time parenting – with 7 in 10 parents using websites as an information source, almost one third of parents using Apps and a further quarter that refer to YouTube. This compares to the 67% who seek their families’ insight and just over half that will turn to friends. With Generation Z (the generation after millennials) already using
YouTube as one of their main sources of information and entertainment – we expect to see the use of YouTube growing considerably. The number and range of devices in family households has also increased dramatically in the last quarter alone, with more than double growth for those adding new technologies to their homes such as Alexa/smart home options and wearable tech such as virtual reality. This generation of parents are increasingly utilising technology to aid their day-to-day parenting, rather than turning to their own parents for advice when it comes to their parenting journey as a whole – essentially making the internet the new grandparent.
Are you considering the impact of changing demographics on your future product development? The natural growth of the UK population is at its highest level since the 1960s, according to the ONS. As the population grows, so too does a preference for urban dwelling. An astonishing 92% of the UK is expected to reside in urban areas by 2030, with all major cities in the UK more than doubling in size since 2002. Liverpool, the fastest growing city, has seen population growth of an astonishing 181% during this period. Birmingham is close behind with growth of 163% and Manchester 149%. This is a persistent trend that will have significant impact on parents and their behaviour. Brands that recognise those changing needs early will have a far better chance of growing market share. As more parents live in towns and cities – their attitudes, behaviour and consumption begin to change significantly, for example we have seen applications for driver’s licenses decline, as a city centre lifestyle means they are less likely to need access to a car.
New generations – new mindsets - new opportunities One trend - baby showers - is showing to be a relatively untapped market with a vast amount of opportunity and promise. Popularised in the US, baby showers are now a commonplace event - with 39% of all expecting parents hosting a celebration. The trend is driven by the younger generation, with almost 45% of parents under the age of 25 having one, compared to just 28% of parents over 35. The trend has gained momentum through social media channels such as Instagram and Pinterest, and through celebrity influencers who exhibit their elaborate celebrations online. The decisions involved in
hosting this sort of event has seen related online searches rise dramatically over the past year, as shown on Google Trends: Despite this, the most popular events in the UK include smaller, more intimate gatherings with friends, family and afternoon tea. Interestingly, it is common for mothers to have no part in the organisation of the event, with 18% describing their baby shower as a surprise and a further 16% saying their friends were organising it for them. This suggests that brands should be aiming to target the friends and family of parents too, some of whom may not have any experience buying for babies and will be seeking out guidance and inspiration when it comes to gifts. This is potentially addressed by Amazon’s new feature, Amazon Family - which is aimed at helping parents, families and caregivers to find what they need on the site by asking them to enter the child’s profile – their age and gender – to receive personalised recommendations. Amazon also recently sponsored the celebrity Khloe Kardashian’s baby shower which was promoted to her 72m Instagram followers. The growing trend for baby showers opens a new, celebratory channel for brands to engage with new parents, at a time when they are entering a new phase of their lives. Our data suggests that as well as sponsoring A-list events, there’s also a product development opportunity for brands to collaborate with parents.
B2B only YEARS
So, what does this mean for your business and your 2019 plans? What we are clearly seeing across parents, kids and family ecosystems is the increasing presence of technology in every aspect of daily lives. This busy, millennial generation appreciate innovative parenting options that are ‘hands-free’ and allow efficient multi-tasking and will become strong advocates of the brands that address these needs. They turn to devices to entertain their children when they are busy, and they refer to websites and forums for information, advice and reassurance about everything relating to parenting, children and family issues. Knowing what is shaping their attitudes, behaviour and consumption has never been more critical, and by utilising research data, you are able to find not just where your audience is, but also what is influencing them, to help inform your future advertising and content strategies So give us a call (0330 159 6631) and let us provide you with a complimentary report and provide you with access to our award winning portal www.parentsinsights.co.uk/ nurserytoday
10th International Fair of Toys and Products for Mother and Child
20-22.02.2019 Kielce, Poland www.kidstime.pl Targi Kielce SA, Kielce, Poland e-mail: kidstime@targikielce.pl, tel. +4841 365 13 19
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Traders during three B2B days
Exhibitors from Poland and abroad
Expo-space rented
Strategic Partner of the Fair:
Main Media Partner:
Co-operation:
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feature INDX KIDSWEAR
Continued growth for INDX Kidswear fter a very successful two shows in 2018, which saw INDX Kidswear open a second showroom and increase its offering to over 150 brands, February 2019 will see further expansion into a third showroom, The Cranmore Suite, with an increased line up of more than 200 brands. Show organiser Varsha Chohan is delighted to announce the latest development plans for the February show; “INDX Kidswear has grown with each event; every season has attracted an increase in registrations, visiting buyers and exhibiting brands. With Bubble London and Playtime Berlin both closing their doors in 2018 we are delighted to be the leading show to meet the demands of the industry in this sector. The opening of a third showroom gives us the opportunity to invite those brands that buyers have requested to be added to the event.” “It is important that the show continues to evolve whilst w still concentrating on delivering a focused and strong relevant product mix for our visitors. Our buyers s come from a broad range of retailers, from specialist c boutiques to department stores, and are looking to b source items and place orders across all age ranges and s product p categories from everyday items to special occasionwear. We are proud that INDX Kidswear o attracts strong and varied brands to satisfy those needs.” a Widely heralded as a key buying show for the independent trade buyers, INDX Kidswear has become i an a event brands cannot afford to miss and this is refl r ected in the number that opt to return each season who w make up around 80% of the brands that buyers can c expect to see at every show and develop long-term relationships r with. Long-term exhibitor Charles Robins from Babybol commented “INDX is a great show, well organised, great atmosphere, very well attended and very satisfied exhibitors, it’s the best Children’s Exhibition in the UK.” Sharon Beardsworth who has many years’ INDX Kids AW19 experience in the kidswear Cranmore Park Conference & Event Centre B90 4LF industry and is now Sunday 10 February 09:00 – 18:00 working with Gary Monday 11 February 09:00 – 17:00 Kirkland Agencies www.indxshow.co.uk/kidswear explained: “Emails and To visit INDX Kids pre-register by following the simple online process: phone calls are great for a www.indxshow.co.uk/kidswear-exhibitor-registration lot of the time but there is
The largest kidswear trade show in the UK, INDX Kidswear expands even further to meet increased demand.
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no substitute for actually meeting your customers, especially those who are new to your brand. INDX is the perfect place for holding those customer meetings, launching the new season’s collection and catching up on what is happening in the market. Our customers love it, and, for many, it has become an essential date in their buying calendar. Roll on February!” The opening of a third showroom and reconfiguration of the Platinum showroom will provide exhibition space for over 40 new brands. Amongst those new to INDX Kidswear for February 19, is award winning British brand Rachel Riley with a classic luxury range, leading Spanish brand Tutto Piccolo, and from France, Petit Bateau, renowned for its chic, timeless quality. The Mayoral Group will be debuting Abel & Lula a refined special occasionwear range and from St Bert’s a 100% cotton retro clothing range for boys and girls, which is bright and inspired by the designs of the 70’s! Also new to the show will be the exciting brand portfolio from Gary Kirkland Agencies which includes Balloon Chic, Chua and Milon, which are all unique in terms of style, quality and competitive price points. Gary will also be exhibiting with Art & Eden, a sustainably made organic brand to add to the strong offering of organic ranges already established at INDX Kidswear, which include Frugi, Kite, Pigeon and Little Green Radicals. In addition to the above, returning after a successful debut in July 18 are British pyjama brand Jammie Doodles, Ancar from Spain, and Eco conscious brand Mini-la-Mode. Whilst INDX Kidswear is a growing success the organisers are not resting on their laurels and Varsha comments: “We cannot afford to be complacent. INDX Kidswear (formerly Independent Kids) has been established for over 15 years and over this time, support for the show has grown significantly. The shows’ reputation for unrivalled facilities, the largest brand offering in the UK under one roof, and a central location served by comprehensive transport links has given the event a firm footing. As demand grows from brands we are keen to maintain a comprehensive line-up, which remains commercial and meaningful to our buyers. The professional but relaxed environment has also been a key factor and another reason why INDX Kidswear is the must visit show in the UK.”
Fit to jog Launching now – The Kids Kargo Single pushchair ranges introducing the Fitty Jogger Junior and the Duel DS Junior
Jogger and Following on the success of the award winning Fitty their single to hed launc have Kargo Kids Duellette pushchair ranges, double pushchairs. r Junior and the The single to double range consists of the Fitty Jogge toddler with the to birth from system Duel DS Junior. The perfect travel s to growing come time the when hair pushc e doubl a options to turn into the family. options of up to Both pushchairs have tan handles and bumper and compatible are hairs pushc these of Each six colours to choose from. Cabrio fix, or or e Pebbl Cosi Maxi t, carsea pod Safety with Kids kargo can go and tor protec insect Britax baby safecarseats, built in sun and an for £89 of price small the for e from a single pushchair to doubl additional seat. Tel: 01234 750 333 Email: info@kidskargo.com Web: www.kidskargo.com
new!
Sponsored by
Blitz for baby Any holiday season normally comes with a bit of travel for any family, but especially when you have a new baby that everyone wants to see!
Finding baby food that’s healthy when out and about can be a little tricky. That’s why Itsy have launched the Itsy Blitz – the world’s first portable baby Blitz food blender. Small and stylish yet rechargeable and convenient, the Itsy simply You spoon. and bowl d integrate and comes with a Neoprene carry case pop in healthy ingredients wherever you are and blitz! Healthy baby food in an instant. Web: www.myitsy.com
Classic style, contemporary touch
The Madrid 2 piece room set consists of the stylish Madrid cot bed, comprehensive Madrid storage unit and versatile Madrid changing top. The Madrid range features a wood effect finish with modern gloss accents, updating classic style with a contemporary touch that really makes your nursery stand out. Designed specifically for the Madrid range, the deep and versatile changing top perfectly fits across the Madrid cot bed. Alternatively, it can be placed, or securely attached, on top of the Madrid storage unit, converting it into a practical changing unit so there is always a convenient changing location for your little one. Available in 2 stylish colours, Lunar and Eclipse. Web: www.obaby.co.uk
Ethically sourced Babiroo was founded because of a Grandma's mission to find clothing for her Grandchildren that would not irritate their skin. The more she researched, the more convinced she became to start her own organic cotton baby clothing company that would not only benefit her children - but all children. The Stork Collection features buttery soft combed cotton essentials with embroidery detailing. Designed for new babies, this organic layette collection features everything a newborn needs, from bodysuits to separates and swaddles, each with a cute stork detail. Made using 100% organic Egyptian cotton and certified by GOTS (Global Organic Textile Standard). Free from Azo colourants, BPA, flame retardants, formaldehyde, fragrance, PVD or lead. This is the first and only baby clothing range to carry the Gold Egyptian Seal of authentic premium, butter soft combed Egyptian cotton in the UK. All of their products are ethical made in Certified Fair Trade facilities. Visit their website to view the full collection. Web: www.babiroo.co.uk Email: info@babiroo.co.uk
Next level weaning The award-winning Babycook has revolutionised infant feeding by offering parents an easy, safe and well-designed way to cook healthy family. and tasty food for babies andly move d with
Now in its 30th year, Babycook has undoubtab nds of parenting, as well as fashions. the times in order to meet the changing dema Neo is not only practical and time-saving Beaba’s NEW European-made Babycook the only baby food maker with a glass for parents, it is super stylish and is currently re, it’s eco-design means that it uses ermo Furth t. bowl and a stainless steel steam baske too. less energy so its good for the environment le settings eliminate the need for pans, a simp four s Neo’ h stylis and e The easy-to-us food is easier to make than ever before. baby blender and a microwave, which means that defrost food into super smooth or chunky Parents can steam cook, blend, re-heat or unique pulse-blend feature ensures that purées for their little ones. Importantly, the every step of their weaning journey. baby gets the correct consistency of food off automatically, so parents don’t have to turns m The patented steam cooking syste or overcooking the food. worry about watching over the Babycook e, this ultimate Babycook is the ideal Available in Midnight Blue and timeless Whit sous chef in the kitchen. Web: www.beaba.com
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BPA notice board Focusing on the future The Baby Products Association’s team would like to wish its members and industry colleagues a very happy and prosperous 2019. At the time of writing (before Christmas), the UK was still steeped in Brexit uncertainty with politicians at loggerheads and with split opinions over Britain’s exit deal. However, as an industry we need to focus on the business in hand – to produce quality baby products which are
TAP Funding Robert Anslow M anaging Director If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.
The Baby Products Association is DIT’s Accredited Trade Organisation (ATO) for the UK’s nursery sector. This means that TAP funding for all international trade shows has to be applied for via the Association (even if you are not a trade association member). For 2019, the Association has applied for TAP funding for Kind + Jugend in Germany, CBME in Shanghai, ABC Kids Expo and the JPMA Baby Show in the US. However, we are not likely to receive conformation of this funding or the level of grant allocations until spring. We will keep the industry updated on this via trade press and the website www.thebpa.eu
www.thebpa.eu
ina See you in estCbabhy trad e show attracting over
larg CBME Shanghai is the world’s anising a Association is once again org The ers. 95,000 international buy 2019. July h 26t to h 24t from ch takes place UK Pavilion at the show, whi e scale “Th ts: aniser for this show, commen Simon Anslow, UK Pavilion org The re. befo d nde for those who haven’t atte of this event is unimaginable ish Brit for and dem the is booming and Chinese baby products market and ourage people wanting to exp enc We . rise to es tinu products con selves. them for this phenomenal show international sales to experience tion ocia Ass the – s rier e and cultural bar Don’t be daunted by languag .” way t all the team is here to help and suppor rmation is info full – fast ng selli is ce Spa ebpa.eu w.th ww at available on the website or 280 882 02 019 on or contact Simon om air.c eryf nus on@ email: sim
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respected worldwide and to grow and develop both existing and new international business relationships. The Association continues to work with the Department of International Trade (DIT) to offer funding to encourage exporting and will continue to organise UK Pavilions at international trade shows to make trading platforms with countries around the world as seam-free as possible.
Centre stage in Europe The Baby Products Association has confirmed its UK Pavilion at Kind + Jugend in September and will once again present one of the show’s largest country specific – and eye catching – pavilions, taking over 2,500 square metres of Hall 4.1 of Koenlmesse in Cologne. Participants in the 2018 UK Pavilion have been given until 15th January 2019 to re-book space – after this exhibition stands will go on general sale. Adrian Sneyd, UK Pavilion organiser , explains: “Actual stand allocation will not start until April, but we need companies to confirm whether they want to attend or not prior to this. It’s rather like juggling a jigsaw, so once we have confirmed booking forms, we can start to allocate stands according to requirement.” The Baby Products Association has developed a good working relationship with the Kind + Jugend organisers over the years and has managed to negotiate preferent ial show rates for its members. This includes a 25% disco unt on the compulsory marketing package. Participants in the UK Pavilion benefit from full support of the Association’s team prior to and during the event, additional marketing opportun ities, full use of networking facilities at the show and a well-atten ded networking event. More infor mation is available on the website.
Poor child seat instructions putting infants at risk A report by WhichCar (Australia) reveals that while Aussie parents are spending big on car baby seats, they are endangering their children with incorrect installation. Apparently, nearly half are fitting infant car seats incorrectly, increasing the risk of injury to their children by up to three times. The alarming figure was revealed as part of research headed by Associate Professor Julie Brown from Neuroscience Research Australia (NeuRA) which showed that making child restraint instructions more user-friendly could increase correct use by up to 27 percent, saving lives and preventing injuries.
Buyersdirectory Coordinated Bedding
Textiles
Ambassador Textiles are a major supplier to the Nursery manufacturing industry, we stock an extensive range of top quality Baby Care fabrics in popular pastel colours:-
Baby Clothes • Caroline Jane International ltd • Dandelion baby clothing • Spanish design pastel babywear • Designed in the UK • Manufactured in Portugal. • Garments essential for all seasons • Made from 100% Cotton and gorgeous Knitwear.
Telephone: 01908-690726 / 01455-844469 Email: sales@dandelionclothing.co.uk Website: www.dandelionclothing.co.uk
• Soft & Cuddly – Velboa, Dimple, Stars and Coral Fleece Circles • Cotton Waffle & Cotton Interlock • Moisture Absorbing – Bamboo Towelling & Woven Towelling • Lightweight & Pretty – Dobby Spot Polycotton & Brodierie Anglaise • Warm & versatile – Anti Pil Fleece Our Anti Pil fleece range has over 50 colours and 20 prints which can be made to order into Fleece Blankets in Cot, Pram and Picnic Blanket size (minimums apply) Visit our website to view the full range at www.ambassador-textiles.co.uk Or contact our experienced helpful team on 0161 624 4167 info@ambassador-textiles.co.uk
Wholesale
Reserve this advertisement space now in the UK’s only monthly nursery trade magazine, features as follows: February 2019 – copy deadline – 25th January Kidstime Poland preview Nappies , Toilet Training & Changing Equipment Bathtime & Bath Accessories Swaddling • Logistics ‘Meet the Newbies’ • What’s Hot’
March 2019 – copy deadline 15th February
Harrogate Nursery Fair preview Wheeled Goods & Accessories Wooden Toys • Safety Products/Home Safety/Stairgates Safety Testing • Wholesale
Call Christine on 01442 289936 or email christine@lemapublishing.co.uk for more information.
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