focus BEDSIDE CRIBS
focus BEDSIDE CRIBS
Dreamy sleep for baby The all new Hauck Face2Me delivers a dreamy sleep space for baby.
Bedside
sleeping
The Face2Me ensures parents can rem ain close throughout the night to aide bonding , and improve connectivity. With 5 height adjustable positions, the Face2Me will comfortably fit beside most beds , and has the option of reflux tilt to aid babies com fort when most needed. Available in a new Mela nge Grey fabric, the Face2Me style will suit the trendiest of homes. Face2Me retails at just £159 can be ordered from your account manager now.
01978 664362 | info@hauckuk.com
Bedside cribs continue to see a huge level of demand, Nursery Today takes a closer look.
W
ith sleeptime causing anxiety among many parents, the introduction of the bedside crib has proven a hit with the consumer with these becoming a staple must have product. We asked Green Sheep’s Brand Director, Mark Nichols why he thinks this is the case, for example, when we take a look at their SnüzPod. “In my opinion, and from personal experience with my daughter, it is because bedside cribs like SnüzPod offer parents the chance to capture those special bonding moments, while providing practical benefits such as ease of feeding and improved sleep throughout the night. SnüzPod4 has been a huge success, and continues to lead the way in the category it helped create.” Shnuggle’s Co-Founder and CCO, Sinead Murphy commented that a core reason behind the success in this category is down to ease of use and help ease parental concerns during the night. “These products allow Mum to maximise precious rest in those early days as she doesn’t need to get up to take care of baby. Co-sleeping is not advised, but we know people do it – for ease of feeding, for keeping baby close and for baby’s comfort. Brands in recent years have created cribs designed to offer all the benefits of co sleeping, but in a safe way with
36
nursery today
baby kept in their own sleep space but close by.” Mark further added that as a brand they had seen considerable growth sine launching, which demonstrates the popularity of bedside cribs: “SnüzPod is now in its 8th year and has increased in popularity by over 30% year-on-year. However, back when it launched in 2013, the bedside crib category didn’t really even exist. I think it’s fair to say they have now become the go-to purchase for many parents.” We also asked Mark what he feels is really driving this category with regard tp growth? “There are a number of reasons for this. The category has organically grown and gathered momentum, thanks to the tried and trusted benefits of bedside cribs. As more and more parents buy into the category, trust and awareness levels increase.” Said Mark. “Another reason is the amount of promotional activity that we’ve seen, making it more accessible for parents. Finally, bedside cribs such as SnüzPod have been featured by a large number of high-profile celebs and influencers such as Vogue Williams and Ashley Banjo, further building awareness and trust.” Sinead agrees stating: “Aesthetically, parents are opting for stylish pieces to complement their own interior design. There is also a need for more and more
features to be included in the product to benefit baby, all the while keeping baby as close as possible. Social Media plays an integral part of the growth – what other mums are using, what the mumfluencers are recommending coupled with celebs are making aspirational.” Sinead also feels that these are a considered purchase prior to birth commenting: “Parents are wanting to keep their babies in the same room as them for longer, so a first bed purchase is just as important as a pram or a cot. There is also a large percentage of parents who opt to purchase both a bedside crib and a moses basket. It’s hard to ignore the benefits of a moses basket. Purchasing a bedside crib can often leave parents wondering what their options are for day naps and keeping baby close by no matter where they are in the home. They can also be easily transported when visiting family and friends (post lockdown).” Are bedside cribs also assisting in ensuring that parent’s don’t co-sleep with their baby and are perhaps now better educated with regard to the dangers of doing so? “Bedside cribs allow parents to safely experience the benefits of being able to comfort their baby, feed easily, and bond, all while baby sleeps in their own independent space.” Said Mark. “The addition of the
updated crib standard BS EN 1130:2019 has also helped provide further guidance and rules to amplify this.” As these are now a considered nursery purchase, what might parents look for when researching online? Endorsement according to Sinead is high on the list.”Parents still look for endorsement – whether that be celebrity, influencer, reviews or award panel endorsement, it just helps to make decision making that little bit easier.” Comments Sinead. “Above all they are looking for safety, but there are other factors considered such as size, sturdiness, ease of use, range of features and mattress quality. Breathability is also important. They often research relevant safety standards, testing and materials used which also play a part in their decision on which crib to purchase.” Finally we also asked Mark if he felt we would see continued innovation and growth within this product category. “I think we’ll continue to see even more new competitors entering the category due to its popularity. I do believe that selected brands will continue to invest and create new ways to improve the experience for parents and offer value in return. I’d like to think that Snüz will be one of those brands!”
