Nursery Today April 2024

APRIL 2024 ISSUE 7 VOLUME 27

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contents Re g ul a r s News

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s New Product ducts The Baby Pro Association

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the team Editor Penny Franks penny@lemapublishing.co.uk

Contributors

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

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Production

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Pramland’s John Barker is feeling positive this month as the Cost of Living starts to ease with business starting to pick up once more with his customers loosening their ‘purse strings’.

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Rick Vickers rick@lemapublishing.co.uk

Barking Mad

Retail Matters Online4baby’s Managing Director, Christy Foster is looking towards to Q2 and the changes ahead as they unlock key developments and marketing projects.

Managing Director Mark Naish mark@lemapublishing.co.uk

Features

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

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Compact Folds

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Infant Carriers

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Nightlights

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Bedside Cribs

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Made For Mums 2024 Awards

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Sun, Sea & Sand

Cover Story 12

Ergobaby

Turn to our Cover Story to find out everything you need to know about Ergobaby’s exclusive range of baby carriers and wraps.

Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

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ContentsApril.indd 1

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editor’s letter www.nurserytoday.co.uk | Instagram: nurserytoday | LinkedIn: Nursery Today

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elcome to the April issue, where we are doing things differently this month. You might have spotted that not only do we have a Front Cover adorned by Ergobaby, but on the ‘flipside’ you will find a second Front Cover showcasing Baby Jogger as the start to our Eco Supplement, where you can find a variety of products that cater to the growing demand for nursery items that have ‘green’ credentials.

Within the following pages of Nursery Today, you will find an array of product categories, including Compact Folds, Infant Carriers and Slings, Nightlights, Bedside Cribs, and products for the Summer months ahead (Sun, Sea & Sand).

This month we also highlight the coveted Made For Mums 2024 Awards. Simply turn to page 40 to find out who the Gold & Silver Award winners are.

You will also find a selection of winning products highlighted within these pages. These accolades can really boost a product and gain great consumer demand. For more information on the full list of winners visit their website www.madeformums.com Over at Pramland, John Barker is feeling positive within his article and as the Cost of Living crisis has finally started to ease he has noticed that business has started to pick up once more with his customers loosening their ‘purse strings’. You can ‘read all about it’ over in his monthly Barking Mad article starting on page 28.

Check out our Cover Story: Everything you need to know about Ergobaby’s exclusive range of baby carriers and wraps. Page 10.

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While on the subject of retail, this month we had the pleasure to catch up with Millie & Ralph’s Co Founder, Charlotte Arscott. Having started their business in 2017, this Independent Nursery Retailer has continued to grow and moved into their new larger flagship store in 2023. Turn to page 10 to find out more.

Taking a look at news, perhaps the one of the largest announcements this month is Robert Anslow stepping down in his role as Managing Director at The Baby Products Association.

Although Robert has resigned from his post at The BPA, the good news is that Robert will continue his important work in all other areas of the nursery industry, and wider afield. As one of the founding members of the European Nursery Products Confederation (ENPC) and previously both president and vice president, Robert will remain part of this important association which helps shape the nursery industry at a European and worldwide level. He will also remain committed to his work in safety standards as an active member of CEN, BSI and ISO committees and sub-committees.

Furthermore, as Director, Robert of course will continue to strengthen the Harrogate Int. Nursery Fair with The 2024 event gaining great momentum being scheduled to take place 13th – 15th October.

The event this year has also announced an exciting new development for the 2024 show – a Baby Fashion Village. Adrian Sneyd, show organiser, explains: “Our show has attracted more and more baby clothing ranges plus textiles and fashion items such as sleeping bags, muslins and changing bags in recent years.

“New for this October’s fair, we have set aside a dedicated area within the recently opened Hall Q to give exhibitors the opportunity to be part of a Baby Fashion Village. Baby clothes are perfect gift options and make great add on ranges for nursery retailers, so we believe that this new addition to the show will be a welcome focus for buyers keen to see what’s on offer all within one area.” For more information visit www.nurseryfair.com Finally, great news also from Doona – last month I had the pleasure of attending their Doona X product launch event in London – Doona X offers 3 recline positions – Sit, Relax, and Lay back. Want to know more? Simple – turn to page 18! Well done team CuddleCo for hosting a great event.

Doona X has landed – take a look over on page 18!

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news VIEWPOINT Orchestrating Operations for Harmonious Business Efficiency Green Sheep Group’s Operations Director, Rosie Pritchard discusses their successful strategies for running a business.

There is no denying that there are many unseen complexities in the operational side of running a business, and this can’t be done without the integral hardware of efficient and clear systems in place – especially ones that are understood by the wider business.

There are both internal and external factors to consider when managing operational aspects of a business, especially a fast-growing one, and for a business to run smoothly these need to work together. Ultimately for a business to meet its scale ambitions, all cogs in the operational machine must be working in harmony, and just one missing link in the chain can hamper developments. Operations must be considered from an end-to-end perspective, across all departments, – these cannot be reviewed in isolation if a business is to run effectively. Once you understand this, you can have a clear vision that can be put into action.

It is also vital to consider operations that impact the wider running of the business in a worldly context. I certainly believe that brands must work closely with its retailers to ensure that the systems put in place align with their requirements and understandings, as well as most importantly the needs of the consumer.

The end-to-end journey, including customer service, purchasing ease and delivery need to be seamless but simple – this is especially important when facilitating business with partners around the world.

Investing both time and money in getting the right systems in place is something we have made a top priority here at GSG – securing systems, resource, warehousing space, and customer service technology, that work for us and our customers. But most importantly we have also prioritised people. Building a fantastic customer service team for both the end user and our retail base has been integral to our ongoing success. As well as this, I couldn’t not mention our wonderful distribution team that go above and beyond to meet service levels – all in all it’s vital the systems need to be in place, but without the right teams, none of this would be possible. It is also important to allow front line teams to operate without restriction – this allows processes to keep moving.

A final thought, which always feels obvious, but often is neglected as the day to day running takes over, is for any business to always invest and look forward into the future needs for long-term success.

www.greensheepgroup.com 6

Avionaut Announces Country Manager for the UK

Polish car seat brand, Avionaut, is pleased to announce Fiona Suffield as its Country Manager for the UK. Suffield brings extensive experience in launching and building successful European brands in the UK, notably as the UK and Ireland Country Manager for ABC Design, where she successfully introduced the brand to over 50 stores across the UK. With a solid background in the nursery industry, Suffield has previously led the UK and Ireland launch of ABC Design as Country Manager for over 4 years. Prior to that, she served as the Key Account Manager for Kiddy UK. In her new role, Suffield will oversee all aspects of Avionaut’s UK operations, including sales, marketing, customer service, and brand development.

“We are delighted to welcome Fiona Suffield to the Avionaut team,” said Krzysztof Kogut, Head of Marketing. “She brings a proven track record of success in the UK market, and we are confident that she will be instrumental in driving our growth in the region.”

Fiona Suffield commented, “I am thrilled to join Avionaut at such an exciting time for the company. I am impressed by Avionaut’s commitment to innovation and safety, and I am confident that we can build on the brand’s success in the UK.”

www.avionaut.com

Which? Win

for hauck

hauck Travel N Care wins the Which? Best Buy Award in Travel Pushchair Category.

Travel N Care, the compact and lightweight travel pushchair from hauck, has won the prestigious Which? Best Buy Award. This award is presented to honour products that provide outstanding safety, durability, comfort and useful features.

www.hauck.de/en

Halilit welcomes Charlotte Hussey

Halilit is delighted to announce the appointment of Charlotte Hussey as Marketing Executive.

With the recent addition of two exciting brands to their portfolio within the past 6 months, Halilit is dedicated to ensuring strong brand awareness among consumers.

Commenting on her appointment, Amy Wildman, Sales & Marketing Director, says, “We are thrilled to welcome Charlotte to the team. We are confident that Charlotte will play a pivotal role in driving our brands forward during this exciting period of growth. Her expertise and creativity will be invaluable in supporting our retailers’ needs and strengthening our brand presence.”

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news Noordi Fjordi pram secures

Platinum Award!

The Noordi Fjordi has achieved incredible success at the prestigious Loved by Parents Awards 2024! Their range of sustainable, Scandi prams have been recognised for their innovation, design, and value for money.

Securing the Platinum Award for the ‘Best Innovative Travel System’ is a remarkable achievement and recognises Noordi’s dedication to creativity and functionality.

These awards, based on tens of thousands of votes from real parents, are a testament to Noordi’s dedication to producing products that are loved and trusted by families across the UK and Ireland.

www.johnstonprams.com

First for Harrogate – Baby Fashion Village

Harrogate International Nursery Fair announces an exciting new development for the 2024 show – a Baby Fashion Village.

Adrian Sneyd, show organiser, explains: “Our show has attracted more and more baby clothing ranges plus textiles and fashion items such as sleeping bags, muslins and changing bags in recent years.

“New for this October’s fair, we have set aside a dedicated area within the recently opened Hall Q to give exhibitors the opportunity to be part of a Baby Fashion Village. Baby clothes are perfect gift options and make great add on ranges for nursery retailers, so we believe that this new addition to the show will be a welcome focus for buyers keen to see what’s on offer all within one area.”

A promotional discounted rate of 10% off all shell build stands will apply to exhibitors booking a stand in the Baby Fashion Village area within the new hall Q. Harrogate International Nursery Fair takes place at the Harrogate Convention Centre in Harrogate from 13th to 15th October 2024. For more information about booking a stand visit www.nurseryfair.com or contact Adrian directly – adrian@nurseryfair.com or call 01902 880906.

S E R AV EN

DISCOVER TINUM EDGE

FOR MORE DETAILS PLEASE CONTACT US AT INFO@VENICCI.CO.UK

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news MAM

official NHS supplier

MAM Baby UK are delighted to share the news that they are now official suppliers to the NHS! This means that they will be supplying NHS hospitals across England, Scotland, Wales and Northern Ireland with a wide variety of their products.

The Framework awarded is for Infant Feeding & Accessories and Post Pregnancy Products, supplying 29 products, including their award-winning: Breast Pumps, Anti-Colic Baby Bottles, Soothers and Sterilisers.

This new contract highlights MAM’s continuous work as industry leaders and safety experts, who have spent 48 years on dedicated research and development. MAM’s mission is to provide people with premium-quality baby products that are outstanding in their safety, function, and convenience.

MAM are here to support parents every step of the way.

www.mambaby.com

Robert Anslow remains active in the nursery industry

Following the Baby Products Association’s recent announcement confirming the resignation of its managing director, Robert Anslow clarifies his position in the nursery industry and advises that he remains actively involved.

Robert, who was honoured with the Wolfe Barry Medal at the British Standards Institute (BSI) in 2021 – a lifetime achievement award recognising outstanding and sustained impact in a life preserving area of standardisation – confirms that whilst he has resigned from the Baby Products Association, he continues his important work in all other areas of the nursery industry, and wider afield.

One of the founding members of the European Nursery Products Confederation (ENPC) and previously both president and vice president, Robert will remain part of this important association which helps shape the nursery industry at a European and worldwide level. He will also remain committed to his work in safety standards as an active member of CEN, BSI and ISO committees and sub-committees.

Robert is also director of two industry trade shows – Harrogate International Nursery Fair (the UK’s only trade show for the baby products industry), and Harrogate Christmas & Gift (the UK’s largest trade show for festive goods and gifts sector); both of which have grown exponentially in recent years.

Robert explains: “Harrogate International Nursery Fair increased to five halls in 2023 with over 200 brands participating from 15 countries. In addition, Harrogate Christmas & Gift, which takes place each January, was fully booked in 2024 with an 11% increase in visitors numbers and has a waiting list of more than 30 companies hoping to participate in 2025.

“Both of these events are all-consuming and together with my commitment to safety work, it was time for me to streamline my priorities and focus on the areas of work which give the most fulfilment. I have thoroughly enjoyed my time with the Baby Products Association and hope to continue working closely with its members in the future. I wish the new management team every success going forward.”

My Babiie MB33 Double Pushchair

The perfect travel system solution for parents on-the-go, with an incredible 11 configurations The seats can be set in any direction, including facing each other, creating endless possibilities for parents and children alike.

Both the seats can turn into a bassinet for newborns with a simple release of a support strap.

The telescopic push handle makes it easy to manoeuvre around town and over curbs, and the large rubber wheels offer excellent shock absorption.

One of the standout features of the tandem pushchair is the innovative height adjustment system of the rear module, allowing for flexible configurations of full-size seats, carrycots, and car seats.

Other key features of the pushchair include independent adjustable backrests and footrests, enlarged sun canopies and separate rain covers.

The carrycot is spacious and comfortable, with a ventilation panel and adjustable back support. And with universal adapters for a wide range of car seats, the My Babiie tandem pushchair provides a flexible and versatile solution for parents on the go.

info@mybabiie.com www.mybabiie.com 8

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Pump & Move Modern Warehouse Space 3PL in Milton Keynes

Contact Keith Ford for more details keith@tuttibambini.co.uk

MAM Move Wearable arable Breast Pump Discreet reet and silent, designed for comfort and flexibility.

The MAM Move empowers mums ms in their breastfeeding journey, ney, allowing them more time for the things they love.

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Modern Warehouse Space 3PL in Milton Keynes, easy access to A5 and M1 – 2000+ pallet spaces available, pick & pack or just storage, wide range of courier options available or can accept own courier collections. Preferential rates for trade customers available.

first meals with foodie tableware

elphee & croco are having fun at the playground they are excited to join little eaters at mealtime Contact Gwen Peacock, UK & Ireland Country ountry Manager Ma / +44 7876 150 729 / gwen@donebydeer.com

retail MILLIE & RALPH

Sign of success Nursery Today this month had the pleasure to catch up with Charlotte Arscott, co-founder of Millie & Ralph, who started their business in 2017 and since then have expanded with the opening of their current larger flagship store in 2023.

Can you tell us a little about Millie & Ralph, what was the decision to open in 2018 and how has business been since then?

We started our business shortly after we had our daughter Amelia (Millie) back in 2017 - we originally opened a very small shop in Louth and decided to expand our business online and focus on clothing and gifts, which was early 2018 when Millie & Ralph launched. Since then, the business has grown and we reopened a flagship store in 2021 moving to our current larger store in Louth in 2023.

What was the decision behind your store location?

We had a lot of factors to think about before committing to our store location, our current store is now opposite our warehouse premises which was a huge factor in making our decision as this means holding stock for the store is much easier for us and our customers. We are now also located centrally within Lincolnshire and as a destination store we are able to attract customers all over the county and further afield.

How do you manage your showroom floor space?

All brands in store must earn the floor space they are allocated, we do this not only on how well the product sells in store but also how well the brand supports us as a retailer. As an omni channel retailer we also factor in how well particular brands sell in store and online. In our new store we were lucky enough to have a Mamas & Papas concession store which really helps to elevate the brand and provide parents in Lincolnshire a destination to shop Mamas & Papas.

As an independent nursery retailer, since opening where do you feel we have seen the highest level of innovation or new products?

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As an independent retailer and supportive of many brands it is always interesting to see how brands are always striving to bring out the next new product.

We have seen strong growth in car seats with brands such as Maxi Cosi and Cybex with the launch of new products. We have also seen more recently many brands entering the home market with these products performing well in store and online.

Since opening, what has been your largest challenge and also your biggest success?

One of the biggest challenges we have found is monitoring and keeping track of pricing and remaining competitive both online and in store.

Since opening the store in 2021 there has also been many economic challenges which seem to be affecting all businesses meaning customers are more cautious with spending.

One of our biggest successes is opening our brand new flagship store in 2023 offering over 5000sq ft of displays making us one of the largest nursery stores in the country.

When we look at products, do you feel supported by the brands that you stock when we consider product demonstrations? Do you feel you receive adequate training and visits to your store to assist you?

I think at the moment we are quite fortunate with the brand reps we have for each brand, they’re all very supportive towards us and will always provide us with training whether it’s a simple refresher or training for new staff members.

Do you have a particular product category where you view yourselves as specialists in your field of expertise?

Honestly? No. We offer such a wide variety of products and services in store that we have to ensure that ourselves and our staff are completely trained

and educated in every area to ensure we are offering the very best to our customers.

Car Seats are naturally our industry’s highest ranked safety item a parent can purchase, do you feel adequately supported by your suppliers as you offer a full car seat fitting service?

Charlotte Arscott

We like to ensure we offer the best experience to customers especially as we are a destination store. Being able to offer services they wouldn’t be able to Ben Arscott get if they shopped online or if they were to purchase with a national business - which is why we always make sure our knowledge of car seats and training are refreshed regularly and we feel very lucky we work with brands such as Cybex and Maxi Cosi that will always keep us up to date with new launches and provide us with the relevant training when needed.

Are you experiencing a difference in the way your customers are currently shopping for nursery items?

We are still so new to the Nursery industry but even in the two years we have been doing this we have noticed a huge impact on the way people now shop. We can often spend up to 2-3 hours with customers, offering services such as boot checks, car

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seat fitting and product demonstrations and at the end they will have already had everything on their phone with an online retailer. So, the question that’s asked? “Do you price match?” This question always disheartens me as we spend so much valuable time - offering services they would never get from an online retailer it sometimes feels like a kick in the teeth knowing that we will of course price match but now at what cost? Is it worth it? Is the order even profitable now? We’ve also noticed a change in when customers are ordering. Recently we have been getting customers coming in shortly after their 12 week scans and placing orders simply because they need to spread the cost over a longer period of time.

Do you feel that your customers are researching more online and have a better understanding of what they require when visiting your store?

This is definitely more of a 50/50 split as some customers come in knowing exactly what they want - it could be that a friend or family member had one and they simply loved it and then you will have the customers that come into store that don’t have any idea on what they want and will have very little knowledge on brands or products.

Do bundles perform well for you and if so, why?

Bundles perform very well for sure. The reason I think they do well instore and online? Customers can see an overall saving than if they were to purchase the items individually and another reason I think they perform well is because they like to have everything matching in a set.

Is there a particular category that you feel enables you to upsell?

I think wheeled goods/car seats enables us as a

retailer to upsell the most, we have found most our customers at the minute have heard of Maxi Cosi and Cybex and 9/10 want to upgrade the standard brand car seat to a seat that will offer rotation, a lay flat feature and an isofix base that will also last for the next stage car seat. I think it’s easier for customers to see this more of an investment than an upgrade.

Will you be visiting any trade shows this year and if so, why are these important to you?

Yes, we will attend Harrogate as usual. This gives us a great opportunity to discover new products and be prepared for when these launch as well as an opportunity to catch up with suppliers and of course socialise!

How important is your website and social media to your business?

Our website and social media are extremely important to our business. We have a dedicated marketing manager and work continuously to create relatable content for social media. Our website is very important to us as an omni channel retailer.

You create your own label clothing and gifting ranges together with offering a personalisation service – how does this element enhance your business?

We have always focussed heavily on clothing, however since our rebrand last year we have now become more of a one stop shop for all baby items.

Our own label clothing and designs give us the opportunity to offer something unique to our customers.

Offering customers in store personal shopping helps to enhance their shopping experience as shopping for a new baby with so many products can be overwhelming. Having that 1-1 time with an advisor can really put new parents at ease and allow them to ask as many questions as they need with no pressure.

Finally, are there any exciting plans on the horizon that you would like to share with Nursery Today readers?

We don’t have any huge plans happening imminently but who knows where you may see Millie & Ralph pop up next!

You also offer a personal shopping experience, how does this work and what type of feedback have you received by offering this?

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Cover Story

Omni Breeze

Ergobaby

The Ultimate

Baby Carrier Guide Embraca

Everything you need to know about Ergobaby’s exclusive range of baby carriers and wraps.

B

aby carriers are firmly considered a must-have purchase by parents and parents-to-be, making them a lucrative opportunity for retailers. We’re sharing a roundup of the different wraps and carriers Ergobaby has to offer to help you pick the right range for your customers.

Every Ergobaby baby carrier and wrap supports baby in a hip-healthy spread squat position. They are deemed “hip-healthy” by the International Hip Dysplasia Institute, an accreditation looked for by consumers. They also all carry the Aktion Gesunder Rücken (AGR) e. V. seal of approval, meaning their back-friendly design has been verified by an independent testing committee made up of experts from various medical disciplines.

Each product also comes with the ErgoPromise Limited Lifetime Warranty, which provides a limited 10-year warranty against manufacturing defects in materials and workmanship for the lifetime of the product, subject to certain conditions. This sends a clear message to parents all over the world that Ergobaby strives to exceed customer expectations not only for comfort and ergonomics, but also for quality and durability.

This commitment to quality is one of the many things retailers can benefit from by stocking Ergobaby products. The Ergobaby brand name alone encourages consumer interest due to it being synonymous with ergonomics, comfort, and longevity.

Aura Baby Wrap

• Style: Stretchy wrap • Materials: NEW sustainably sourced Knit and Mesh options • Usage: 0-12 months / 3.6-11.3kg • Carry Positions: Parent facing • Fit: Fully customisable, one-size-fits-most

Why should you stock it?

Stretchy and supportive, the Aura Wrap is easy to tie with a guiding edge and central marker - ideal tools for baby wrap beginners. It can also be pre-tied and worn throughout the day allowing parents and carers to pop their precious cargo in and out 12

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Omni Dream as they need. Also making parent’s lives easier, the integrated carrying pouch stores the wrap easily and conveniently for on-the-go. Any retailer priding themselves on their eco-friendly offering will be particularly impressed by the new sustainably sourced fabrics. The soft and gentle Aura Wrap Knit is made from 100% Tencel Lyocell fibres produced from sustainably sourced wood. It is certified biodegradable and created in a closed-loop production process. The breathable Aura Wrap Mesh is made from recycled polyester comprising 36 plastic water bottles.

Embrace

• Style: Hybrid – simple to use like a structured carrier but soft and cosy like a wrap • Materials: Soft and Snug Knit and Soft Air Mesh • Age & Weight: ~0 – 12-18 months, 3.2 to 11.3kg • Carry Positions: Parent facing, outward facing • Waistband: Soft, supportive waistbelt • Straps: Stretchy, crossable shoulder straps shaped to the wearer’s body

Why should you stock it?

Perfect for snuggling at home, or convenient for quick errands, the Ergobaby Embrace renegotiates the question of ‘wrap or carrier?’ with its distinctive design, helping both parents and babies alike adjust to life together. Its cross-shoulder straps deliver a perfect fit for multiple wearers, while the waist-belt distributes baby’s weight evenly, and handy buckles eliminate any fabric tying for ease of use.

Adapt

• Style: Soft-structured carrier • Materials: SoftTouch Cotton or SoftFlex Mesh • Age & Weight: ~0-48 months, 3.2-20.4kg • Carry Positions: Parent facing, hip carry, back carry • Waistband: Lumbar support waistbelt • Straps: Padded shoulder straps, can be worn straight or crossed

Why should you stock it?

Good for all ages and stages, consumers can wear baby with confidence with the Adapt Carrier. Soft, breathable fabrics combined with three simple adjustments give the perfect fit for you and baby as they grow from newborn to toddler.

Omni Dream and Omni Breeze

• Style: Soft-structured carrier • Materials: SoftTouch Cotton or SoftFlex Mesh • Age & Weight: ~0-48 months, 7-45 lbs.

• Positions: Parent facing, outward facing, hip carry, back carry • Waistband: Lumbar support waistbelt • Straps: Padded shoulder straps, can be worn straight or crossed

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Adapt

Aerloom

Why should you stock it?

The carrier that does it all! Ergobaby’s Omni carriers are fully adjustable for both baby (suitable from birth through toddlerhood) and parent (they are designed to fit most sizes XS-XXL) and offer all four carry positions. They are ergonomic, offering the appropriate support to baby and wearer at all stages of development and in all carry positions. Carefully placed padding and features such as a lumbar support waistbelt and adjustable neck cushion ensure comfort all day long. Omni carriers are intuitive to use with a streamlined design and multitude of handy features that make parents’ lives easier. They are a great fit for a broad range of consumers and the only carrier parents will ever need. It’s a bestseller for a reason!

Aerloom

• Style: Lightweight, 3D knit carrier • Materials: FormaKnit - made with 87% post-consumer recycled polyester • Age & Weight: ~0-36 months, 3.2-15.9kg • Positions: Parent facing, outward facing, back carry • Waistband: Lumbar support waistbelt • Straps: Adjustable shoulder straps shaped to the wearers body

Why should you stock it?

The Ergobaby Aerloom carrier is made to fit into parents’ daily lives, redefining the way consumers think of comfort through fit, lighter weight, and airflow. It is an eco-conscious, sustainable, ergonomic baby carrier, that offers everything the latest baby-carrier-technology has to offer while looking elegant and stylish.

A solution for every family For over 20 years Ergobaby has been dedicated to building a global community of confident parents with smart, ergonomic solutions that enable and encourage bonding between parents and babies. No matter where in their parenting journey your customers are, or what their motivation to try babywearing, Ergobaby has something to suit all families.

For further information contact Claire Morris, Key Account Manager UK & Ireland.

cmorris@ergobaby.co.uk www.ergobaby.co.uk

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Introducing Oxford

Beyond city limits Premium bundle The Oxford Premium bundle includes everything you need with the Oxford Pushchair, Oxford Carrycot, 2-in-1 Footmuff, Changing bag, Cup holder, Car seat adaptors and Raincover all in one box, delivered with the best-selling Pebble 360 Pro and FamilyFix 360 Pro base

£1,099.99

The new Oxford is available in Twillic Black and Twillic Truffle in different bundle options from April 2024.

To find out more, contact your sales representative at UK-sales@doreleurope.com

Key features Comfortable newborn carrycot The Oxford Carrycot’s reversible, high-density foam mattress and ClimaFlow windows ensure your child’s year-round comfort, while easily attaching to your pushchair as part of a 3-in-1 travel system.

Spacious seat & ergonomic recline From newborn to toddler, Oxford delivers exceptional comfort for your little one with its lie-flat recline and spacious, padded seat.

Intuitive, compact fold Oxford folds down into a compact package that can stand upright. It folds in both directions for maximum versatility and convenience.

State-of-the-art suspension No matter where your adventures take you, your little one can be sure of a smooth ride thanks to Oxford’s soft, all-wheel suspension.

feature COMPACT FOLDS

Compact

world Compact Folds continue to rise in popularity with brands spearheading innovation to keep in-line with modern parenting trends.

I

n recent years, the demand for compact fold pushchairs has surged, driven by the evolving needs of modern parents. These innovative products offer a convenient solution for families on the go, providing ease of use, portability, and versatility. As a result, retailers stocking these products are reaping numerous benefits while meeting the increasing demand for compact and practical baby gear.

Nursery Today asked Ergobaby’s Key Account Manager, Claire Morris for her thoughts on why these are so appealing to parents. “It is now possible to offer consumers a product that gives them all the benefits and features of a full-size stroller without the bulk.” Said Claire. “This is a tempting proposition for any consumer but particularly those who don’t have space to store a full system, those who need a product that can be used by both a newborn and older child, those who rely on public transport, dog owners who need a one-hand push, those who travel frequently and consumers on a budget that don’t want to compromise on comfort or features. These are just some examples of the lifestyles that favour a compact fold.”

One of the key factors fueling the popularity of compact fold pushchairs is their space-saving design. With urban living on the rise and limited storage space being a common challenge, parents are seeking strollers that can easily fold into a compact size for storage or transportation. Compact fold pushchairs offer precisely that, allowing parents to navigate crowded city streets, public transportation, and busy airports with ease.

With constant innovation in the design and functionality of these pushchairs this has further contributed to their appeal. Manufacturers are continuously introducing new features such as one-hand folding mechanisms, lightweight materials, and compatibility with car seats, making them even more convenient for parents. This commitment to innovation by brands ensures that compact fold pushchairs remain at the forefront of the market, meeting the evolving needs of modern families.

Through innovation brands have constantly developed their offering and this category continues to move forward with Joie’s Head of Product Development, Damon Marriott commenting: “The compact fold started out life as a classic umbrella fold stroller, and while these do still have their place in the market, the aesthetic has definitely become more pleasing, and the functionality has certainly improved. Brands are always looking to improve their designs – weight is always a key consideration and we have seen products getting lighter as well as improvements in the fold function.”

An area that shouldn’t be overlooked within this product category is of course the utilisation of social media. With Compact Folds paving the way for great online content due to the ability to showcase features social media can really drive this category. Graco’s Consumer and Trade Marketing Manager, Luisa Rollins-Svensson agrees stating: “We cannot underestimate the power of social media across the board when it comes showcasing products. Research shows that 35% of people say that seeing an influencer post on social media has influenced them to try something new. Another recent study, by CORQ, 16

analysing the top 50 most engaging adverts on Instagram, found that 41% of the most engaging adverts are being produced by creators with audiences under 100k followers. The importance of creator relationships is clear and it’s a critical tool to support sales. At Graco we have been working in partnership with social media creators to showcase our range and had great success with our campaign to support our popular compact fold Myavo.”

For nursery retailers, stocking compact folds can present a lucrative opportunity.

These products appeal to a wide range of customers, from urban dwellers to frequent travellers, creating a diverse customer base. Additionally, the compact nature of these pushchairs allows retailers to optimise space and offer a variety of options without overcrowding their store. Claire feels that by adding Compact Folds instore or online can give nursery retailers a wider scope for consumer engagement. “Stocking compact folds is an opportunity retailers can’t afford to miss out on. They appeal to a broad range of consumers with varying lifestyles and needs.” Said Claire, adding “By diversifying their range to include compact folds alongside full size systems, retailers also increase their likelihood of being considered a one-stop-shop and encouraging repeat purchase.”

Compact folds are also often purchased as part of a complete travel system as they also have adaptability to enable this by way of including compatible car seats and accessories. This can also provide an upselling opportunity which can increase the average transaction value for nursery retailers while providing customers with a convenient and comprehensive solution for their baby transportation needs.

Check out the following pages, where we highlight a variety of Compact Folds which are all available to order now.

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Doona X –

100% Stroller, 100% Car Seat Doona X is a product that has been years in the making, and the wait is finally over.

Introducing Doona X, the next generation of car seat to stroller.

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oona once again redefines travel with its unparalleled design and functionality.

Doona X offers 3 recline positions – Sit, Relax, and Lay back. Its innovative design serves as an all-in-one solution, functioning as both a car seat and stroller for newborns, streamlining the parenting journey.

X marks the spot Nursery Today were lucky enough to be invited to the exclusive Doona X launch event in Shoreditch, where we were one of the first to try out the revolutionary new product.

Now officially launched in the UK, and available in three colours, Nitro Black, Dusty Sage, and Ocean Blue. Doona X has sent parents all over the world into a frenzy, from the US to South Africa, everyone wants to get their hands on the latest car seat and stroller from Doona.

Nicole Hulley, Campaign & Brand Manager at CuddleCo, told us: “Since the launch event our social accounts have gone crazy. We’ve been inundated with messages

from people all over the world wanting to know more about the Doona X, and most importantly, where they can purchase it from!

“Our retailers are also experiencing the same.

Bababoom Boutique posted a reel after attending the launch and it’s gone viral, with over 21,000,000 views, and 2,677 comments! The reaction Doona X has received is unbelievable.”

No limits with Doona X The atmosphere at the launch event was brilliant!

Guests were welcomed with fizz and Doona themed mocktails, entertained by a magician, and left with goodie bags filled with both high-end products and Doona branded products.

Influencers such as Emily Miller, Phoebe Tomlinson, and Danielle Peazer attended the urban Shoreditch venue; as well as industry press, including Mother&Baby, Absolute Mama, and My Baba.

With content from the event being shared on social media by both influencers and independent retailers’ the event touched over 25 million people.

Along with the unveiling of the Doona X, everyone had the opportunity to experience Doona’s full product portfolio, the Liki Trike went down a storm with the toddlers and has probably made it onto quite a few birthday wish lists!

SUltimate ease in every ride Along with three recline positions, the newest addition to the Doona family features a new soft release system to provide an effortless transition and minimise disturbances when moving from car seat to stroller. Another update Doona X boasts, is a new shock absorbent mechanism for a smooth ride while in stroller mode.

Keeping safety at its core, the Doona X adheres to 18

the latest R129 car seat regulations. Developed alongside global engineering, safety and medical experts, Doona X’s hybrid functionality has been and continues to be tested to meet the strictest standard for car seats, strollers, reclined cradles, and TUV aircraft approval. With its genius triple recline feature, integrated 5-point harness, adjustable headrest, SIP add on, infant insert and more, Doona X provides the highest level of safety, comfort, and convenience.

Exclusively available from CuddleCo The first container of Doona X has already sold out, and with limited availability, CuddleCo strongly encourages their retail partners to plan orders in advance and secure stock.

If you have any questions or would like to find out more about Doona X, reach out to CuddleCo at sales@cuddleco.co.uk, and a member of their sales team will be happy to help.

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Introducing the new ultra-light weight Compact from Bébécar The Compact is ultra-light weight, ultra-compact when folded and the carry handle makes it perfect for carrying by hand or transporting in the car.

At only 50cm wide, the chassis can be closed with the seat attached facing in either direction and is free standing when folded.

Available in two combinations, the Duo includes a chassis, carrycot with mattress, reversible pushchair seat, and raincover.

The Duo can be paired with multi adapters to attach any brand of car seat onto a Bébécar chassis. Alternatively, the Trio includes a basic car seat for a complete travel system.

Bébécar UK is part of the East Coast Group.

Tel: 01692 408801 sales@bebecar.co.uk www.bebecar.co.uk

From birth to big kids Harrogate will also be the opportunity to catch a glimpse of the pact pro, the newest compact fold to join the Joie portfolio.

Designed for every journey from birth to big kids, the pact pro is three strollers in one, compatible with Joie infant carriers and carry cot (sold separately). Whether little one wants to sit up and take in the sights or lie back and snooze, there is an option to suit, thanks to the multiple recline positions.

Light as a feather, at just 6.3kg, the pact pro is super easy to fold with a quick one hand action, to create a compact, freestanding fold.

uksales@joiebaby.com www.joiebaby.com 20

Value, practicality

and functionality The Push Me Astro is a super auto fold stroller that is suitable from birth up to toddler age with a wellproportioned seat.

Stylish and eye catching and ticks all the boxes for value, practicality, and functionality. A multi position lie back seat to suit all ages or if baby drops off for a nap.

The Push Me Astro folds down like a dream and can self-stand when folded.

Tel: 01454 526 555 | www.redkitebaby.co.uk

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Ultra-light weight Ultra-compact COMPACT DUO Combination includes:

Chassis

Carrycot

Pushchair Seat

COMPACT TRIO Includes Basic Car Seat

Mattress + Raincover

*Optional Multi Adapters

Going from one place to another has never been so easy!

01692 408801

sales@bebecar.co.uk

www.bebecar.co.uk

Bébécar UK part of the East Coast Group

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.

CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABY WERELD N O R W A Y B A B Y, H O B B Y & L E K E T Ø Y POLAND BRANŻA DZIECIĘCA S P A I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

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BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com

11/04/2024 13:48 18.09.2023 11:55

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Compact by design Ergobaby’s Metro+ and Metro+ Deluxe strollers have all the comfort of a full-size stroller in an ultra-compact design, making it the ideal fit for parents who do not want to sacrifice comfort for convenience.

The only stroller parents will ever need, the Metro+ Deluxe’s ergonomic bucket seat and 175 degree near-flat recline make it useable from newborn to 22kgs/4 years old with no extra pieces or tools required. Lightweight and folding with one hand to just 54cm x 44cm x 25cm (making it cabin ready for most airlines), it’s loaded with luxury features like ergonomic padding, adjustable handlebar, large puncture resistant wheels, and premium materials. For more information, please contact Claire Morris at the below.

cmorris@ergobaby.co.uk | www.ergobaby.co.uk

New on the block Parcel is the newest stroller on the block from Joie Signature and means no more heaving and hefting – weighing in at just 6.9kg, this welterweight wonder is designed to roll for years and is effortless to lift and store.

Made for when your hands are full and your storage is limited, parcel will quickly fold making it perfect for tucking in small spaces or carrying on public transport. The extended usage lets you think long term, giving growing travellers a comfy seat all the way up to 22kg. With 3 ways to roll in one, incorporating carry cot, infant carrier and world facing modes, this is the only stroller you’ll need for the years of adventures ahead.

With 4 recline options, parcel has the perfect position for little one, whether they want to lie flat and sleep, kick back and relax or sit up and take in the sights, you can fine tune the seat to meet their needs.

uksales@joiebaby.com www.joiebaby.com 22

From Car Seat to Stroller

in seconds with Doona The Doona i Car Seat & Stroller provides a convenient and practical solution for life on the go. This fully integrated system allows you to move from car seat to stroller in seconds. Perfect for running errands, popping to the shops, and travelling on public transport.

The Doona i is R129 certified and features an integrated 5-point harness which is connected to the adjustable headrest, making them both easy to adjust while avoiding rethreading the harness. The car seat comes with the Doona Side Impact Protection Device, which is simple to use with its quick magnetic connection.

sales@cuddleco.co.uk

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Luxury and versatility

Introducing Maxi-Cosi’s Oxford: the epitome of luxury and versatility in a 3-in-1 travel system.

Designed for urban living and family adventures, this sleek pushchair ensures a smooth and stylish ride from newborn to four years old. With puncture-proof wheels, soft suspension, and a spacious seat that reclines into a lie-flat position, comfort is paramount. The space-saving Oxford has an intuitive two-step folding mechanism and premium bundle options, including the Pebble 360 Pro baby car seat and FamilyFix 360 Pro base with SlideTech –a world-first sliding innovation for car seats. Additional features include a magnetic quick-lock harness, pivotable bumper bar, vegan leather push bar, and UPF 50+ canopy for protection.

www.maxi-cosi.co.uk

Sleek and stylish Introducing the amazing new ultimate compact stroller from Red Kite Baby.

Showcasing a lightweight, sleek, and stylish frame that delivers on all fronts. A deep padded seat featuring a luxury quilted finish allows plenty of room to take this stroller from birth to around 4 years of age.

Fully adjustable full recline means the Push Me Koko can be adjusted into several seat positions. Easy one hand fold to make travelling easier and compact folding means the Push Me Koko can be folded and stored with ease. Includes luxury PU leather bumper bar and handlebar. A large extendable hood with viewing panel allows you to check on baby.

Tel: 01454 526 555 www.redkitebaby.co.uk

One hand fold Graco’s Myavo is a game-changing stroller.

At just 5.8kg, Myavo is one of the lightest compact strollers on the market. And its one-hand, one-second fold, is Graco’s first automatic, stand-alone fold, making it perfect for modern families on the go.

Myavo is available in a range of on-trend colours, all with a knitted canopy and quilted seat fabric for a luxurious look and feel.

uksales@allisonbaby.co.uk www.gracobaby.eu/uk

Ready, set, fold Ickle Bubba has Spring/Summer getaways sorted with its Aries Auto-Fold Stroller.

Recently awarded Bronze in the Made For Mums Awards, the stroller came out ‘best’ for its automatic fold. In the words of parent tester Rebecca, who tested this with their 3 year old: “The pushchair is extremely easy to fold: you just slide the safety latch and press the button and it truly folds by itself, even the latch automatically clicks into place to keep it folded. I could easily fold this and put it in the boot of my car with just one hand.”

sales@icklebubba.com nursery today

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Luxe strolls,

compact freedom

Designed to never weigh you down, the TRVL lx is Nuna’s new and improved TRVL model – a compact, light weight stroller for everyday adventures.

Its Shadow reel recline allows for customisable seat adjustments, whilst all-wheel suspension, one-touch brake, and levelled-up wheel profile ensure a smooth ride. Additional features including extendable canopy with sunshield and airy mesh windows become a must-have accessory for sunny day strolling.

The lightweight and compact TRVL lx pushchair weighs in at just 7.1kgs, making luxe strolls stress-free wherever the journey.

The new TRVL lx is launching on the 22nd April. It will be available in Caviar and Cedar and priced at £400.

Steven.smith@nunababy.com www.nunababy.com

Baby to big kid!

Urban living Discover Venicci Empire: designed for urban life.

Its compact size is perfect for city living, whether shopping, hopping on the bus, or enjoying a café. Effortless to manoeuvre, it folds easily with one hand, leaving parents free to hold their baby - or coffee! When folded, it’s suitcase-sized for easy storage. The bundle includes a carrycot with a ventilation panel and mattress, ideal for newborns. As they grow, parents can switch to the reversible seat unit, usable in both directions. Available in Ultra Black, Urban Grey, and Silk Pink, the Empire blends style with functionality for modern parents navigating city streets.

www.venicci.co.uk 24

The compact and lightweight tourist cleverly combines carry cot, infant carrier and forward-facing seat, all in one sweet ride, giving you a stylish multi tasker.

Tourist has been carefully crafted to roll smoothly from baby to big kid. Little one can snooze on the go with a recline you can customise while the adjustable leg rest and cushy calf support are ideal for relaxing on the roll.

Wriggly toddlers are easy to secure with the clever autoclick magnetic clasps that have you ready to ride in a jiff.

uksales@joiebaby.com www.joiebaby.com

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Compact world of CYBEX CYBEX introduces the new 2024 collection for its travel and comfort buggies within the Gold line portfolio, featuring design updates and seven new colorways.

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YBEX believes modern parenthood is meant to be full of adventure, cool, easy and fun, therefore every single one of their Gold Line buggies has been created precisely with this in mind. The new palette features a range of modern colours: Almond Beige, Stormy Blue, Magic Black, Canvas White, Candy Pink, Dark Blue and Fog Grey.

LIBELLE – SMALL FOLD GENIUS LIBELLE is folded and unfolded within mere seconds. The ultra-compact fold fits perfectly in car boots, under train seats or in overhead compartments.

Only 6kg make the LIBELLE the ultimate super lightweight solution. Its compatibility with their award-winning infant car seats and the one-pull harness feature give extra flexibility for the journey.

BEEZY – COMFORT ON THE GO BEEZY is the perfect and modern companion for the busy city life, now also featuring a new faux leather handle bar. Its foldable and selfstanding compact nature offers the option of quick stress-free storage at home, in the car, or wherever it’s needed. Travel in comfort over a variety of surfaces with its all-wheel suspension and the new all-terrain wheels that keep the handling stable and offer uninterrupted sleep for your child. BEEZY can be used from birth to approximately four years old thanks to its fully ergonomic lie-flat solution, easily done in seconds and using only one hand, and the integrated leg rest, which secures healthy and ergonomic posture for phase of the growth. Additionally, with its one-pull harness feature, getting the child comfortable and safe is effortless.

EEZY S TWIST+2 – 360° SEAT

ORFEO - COMFORT GOES COMPACT

EEZY S TWIST+2 offers a 360° rotating seat concept designed to easily switch the seating direction from parent-facing to front-facing and vice-versa. It offers 3 travel modes: in addition to the standard seat unit the buggy is compatible with all awardwinning CYBEX infant car seats and the Cot S. EEZY S TWIST+2 can be easily folded using only one hand and with one movement the backrest can be reclined to a full ergonomic lie-flat. In addition to this, it features all-terrain wheels allowing the buggy to cruise on any surface. The recent introduction of the one-pull harness makes it a breeze to get the child comfortable and safe onboard.

ORFEO has been created for any kind of trip thanks to its hand luggage compatibility, that makes it easy to fold and slide into the overhead compartment of a plane or train. Then at destination it can be unfolded swiftly or easily slung over the shoulder thanks to its carry strap. ORFEO’s ergonomic lie-flat recline and adjustable leg rest are a lifesaver for naps on the go. Its one-pull harness allows the parents to secure the child comfortably and safely with one single movement. This buggy’s extra comfort also comes from its fine design details, such as the rounded faux leather handlebar that provides a unique steering experience. ORFEO is also travel-system-ready as any CYBEX infant car seat can be placed on the frame.

For more information visit: www.cybex-online.com

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supplier snapshot Nursery Today this month is talking Compact Folds. We caught up with some of the industry’s finest to find out their thoughts on this product category.

Claire Morris

KEY ACCOUNT MANAGER, ERGOBABY UK & IRELAND Compact Folds are now a staple product for many retailers – how have these developed over time?

There has been much innovation in the compact folds category in recent years.

Parents are looking for comfort to rival full size pushchair in compact strollers, along with other features that have previously been the preserve of larger systems, such as adjustable handle bars, increased storage, and the ability to last from birth to age four - which also demonstrate improvements in quality. Fundamental features such as ease of use and size and weight remain important, with a one hand fold and ‘cabin-friendly’ labels being key drivers for purchase in this category.

Would you say that this is a product category that can be well showcased by social media?

There is no limit to the number of opportunities and ways to demonstrate a compact fold and its features on social media. From educational “how to’s” to aspirational usage ideas, social media can be used as a one-stop path to purchase. However, there is little that compares to trying a product like this in store, particularly for those customers that have specific needs. In this category in particular, the ease and speed of folding is a key driver for purchase.

Other examples include a family with multiple caregivers of different heights where an adjustable handlebar is a must-have, or a customer with a large family looking for an option that gives ample storage, these things are best demonstrated and tested in person.

Comfort for baby is the number one driving factor for parents looking for a stroller, and trying one instore is the best way to see this. That said, consumers are also looking to third party testing and accreditations such as the AGR (campaign for healthier backs) seal as useful indicators as to whether a product will be comfortable for them and baby.

Are consumers taking price in comparison to function into consideration prior to purchase?

While price is important, particularly in the current financial climate.

Other considerations such as comfort, durability, longevity, and ease of use are also key driving factors prior to purchase. Consumers want a high-quality product that will last, at a reasonable price.

What do you feel the typical aspects that consumers will be looking for when researching this category?

As innovation in this category grows, consumers are looking for the best of both worlds - the comfort and features of their full-size pushchair, but in a compact fold. Alongside the usual compact size and weight measurements, comfort through adaptability, for both parent and child, is key. This means that features like an extendable handlebar for parents and suitability from birth through toddlerhood for baby are top of parents’ wish lists. Additionally, accessories and colour choices etc. to suit a range of lifestyles and usage elevate a product above its competitors.

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Dominique Fennell

HEAD OF PRODUCT, ICKLE BUBBA Compact Folds are now a staple product for many retailers – how have these developed over time?

Like everything, functionality and technology have improved since the compact fold stroller first launched. Take our latest addition to our travel range for example, the Aries Auto-Fold Stroller is our most lightweight stroller yet (just 6.1kg) and has an easy auto-fold function for quick storage. Not only is this priced even more competitively than original compact-fold strollers within our range; we’ve worked hard to refine its key features and longevity as the extra-large seat means that little ones are comfortable for longer. Previously this would’ve been compromised for the fold function and so we’re proud that we’ve been able to create an even better design that’s even more affordable to parents.

Why are these so appealing to parents?

Compact fold strollers tend to be very lightweight compared to travel systems. So, this, paired with the fold function make this product appealing when it comes to needing something for travelling or holidays abroad. They’re also great for secondary caregivers who need something for baby but don’t want something taking up a lot of space for occasional use.

As Compact Folds have the capability to also perform as a Travel System, has this changed the landscape when we look at Travel Systems?

The more traditional travel system is still very much in demand however, we’re currently working on different innovations and exploring how to integrate the compact-fold into a travel system – watch this space!

Would you say that this is a product category that can be well showcased by social media?

Definitely. The fact that compact fold strollers are so easy to manoeuvre due to their portable nature allows more creative freedom. From seeing our Aries Auto-Fold Stroller carried down Cornish cliff walks to seeing it stowed away in the tiniest spaces back home; it’s fantastic to see these products in such different scenarios.

Are consumers taking price in comparison to function into consideration prior to purchase?

Our ethos has always been about offering great price without sacrificing functionality and quality so actually, we don’t believe this has to be a consideration when shopping the Ickle Bubba range.

What do you feel the typical aspects that consumers will be looking for when researching this category?

Weight; folded size and age range. These are the three key things we’ve focused on when developing the Aries Auto-Fold Stroller which comprises an ultra-lightweight design, easy auto-folding function for quick storage and an extra-large seat making it comfortable for little ones from birth to 22kg (4 years old*)

What benefits do you feel retailers can gain by stocking Compact Folds?

Stocking compact-fold strollers alongside travel systems gives retailers an opportunity to engage the customer at a later stage in their parenting journey. We find that once baby is 6 months old, parents tend to consider a more portable option. Compact folds also give that choice to consumers who just don’t have the space for a more traditional travel system so again, they offer an alternative option to shop.

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Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE Why are Compact Folds so appealing to parents?

Compact products generally come in at a lower price point so are ideally placed as a second purchase option or one that will be used less frequently than a main pushchair – either for holidays or to leave at the grandparent’s house. These products are a big hit with those who live in towns and cities as they make travelling through built up, busy areas and on public transport, much easier. Most Joie compact fold strollers are able to utilise the carrycot for this scenario and all are travel system capable too.

As Compact Folds have the capability to also perform as a Travel System, has this changed the landscape when we look at Travel Systems?

Whilst many have the travel system options via adaptors and even carrycot fitment like with the Joie Tourist, most consumers still favour the full 2in1 pushchair as the basis for their initial travel system, with compacts offering the perfect travel companion.

Would you say that this is a product category that can be well showcased by social media?

Social media is a key area of any marketing strategy and will always have its place. We utilise our social media channels as a way to convey quick and concise videos, animated graphics and text about our products and of course this is no different for compact products. We also use parenting influencers to deliver genuine reviews to their followers which is an authentic way of letting people know about the benefits of our products.

Are consumers taking price in comparison to function into consideration prior to purchase?

Consumers will always want to get the best value for money possible, so it is always going to be important for brands to stay competitive whilst also offering the most innovative designs.

What do you feel the typical aspects that consumers will be looking for when researching this category?

Being lightweight and easy to fold are key features, especially if you live in a metropolitan area because you are more likely to need to use public transport and anything that makes that easier is always a bonus. They’re especially handy when travelling as many can fit into the overhead compartments of planes.

What benefits do you feel retailers can gain by stocking Compact Folds?

The savvy retailer can gain the compact stroller sale at the initial pre-birth purchase stage, selling in the fact that some carrycots and car seats that are compatible with main pram, are also compatible with the compact stroller. This offers the consumer future proof purchasing, with the option to initially loan the stroller to family members or child minders, with an easier hand over if the main car seat also fits the compact option as well. For example, if the tourist is given to grandparents for use when the baby goes to visit, then the main user doesn’t need to transport the finiti 2in1 pushchair each time when dropping baby off, as they already have their wheels ready to go allowing fitment of the ramble carrycot or Joie infant carrier onto both wheeled units with ease.

Steven Smith

BRAND MANAGER, NUNA Compact Folds are now a staple product for many retailers – how have these developed over time? Why are these so appealing to parents?

Innovation and trends are often dictated by lifestyle changes and requirements and ultimately to make life easier for parents. Families who frequently travel on public transport, have limited space in their home or car boot, or need to fold then carry their stroller upstairs frequently would all benefit from a compact fold, but don’t need to compromise on key features of larger models.

Functional features such as one-touch brake and one-handed folding accompany light weight in many of Nuna’s compact models, so there’s no need to compromise on those key features, style, comfort or safety.

As Compact Folds have the capability to also perform as a Travel System, has this changed the landscape when we look at Travel Systems?

Consumers will often look for a travel system ready stroller as a key feature when shopping for a new pushchair. It’s now very common for compacts to be travel system ready, which makes it even easier for consumers to find something perfect for their needs with At Nuna, all strollers are compatible with ranges of our car seats including the popular pipa series as well as a carrycot to transfer baby quickly and conveniently from pram to car without disruptions.

Are consumers taking price in comparison to function into consideration prior to purchase?

Consumers will often prioritise core functions that suit their lifestyle – both for parent and child - then work back from there in terms of budget.

What do you feel the typical aspects that consumers will be looking for when researching this category?

Some of the key features consumer look for in a stroller include product weight, ease of fold, material comfort within the seat, manoeuvrability, the fabrics used, suspension, and being travel system ready. At Nuna we work tirelessly to ensure we tick all of these boxes, ensuring we create products that parents and children love!

Luisa Rollins-Svensson

CONSUMER AND TRADE MARKETING MANAGER, GRACO UK Why are these so appealing to parents?

Compact folds are increasingly popular with parents and carers alike as they offer incredible convenience. They’re lightweight, easy to store, quick and simple to fold and look great. They’re not only a perfect travel option but great day-to-day as a lightweight stroller which is easy to take out and about and move between different transport types, or wherever the day takes you.

As Compact Folds have the capability to also perform as a Travel System, has this changed the landscape when we look at Travel Systems?

Compact folds have added another level of convenience to the travel system landscape. For parents who need all the benefits of a compact fold – the lightweight, easy storage, quick and simple fold – being able to use the stroller as a travel system is hugely appealing and important.

What benefits do you feel retailers can gain by stocking Compact Folds?

Stocking compact folds gives retailers more option to appeal to consumers. Compact folds are an increasingly popular category and as we all continue to live busy lives on the move, consumers are going to continue to demand a stroller option that delivers the convenience to meet their needs. nursery today

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nursery matters JOHN BARKER

Barking

Mad

Pramland’s John Barker is feeling positive this month as the Cost of Living starts to ease with business starting to pick up once more with his customers loosening their ‘purse strings’.

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pril is here and my mind is completely blown! How can we have seen the back of three months already? I hope March was a successful month for you all, many of the conversations I’ve had with other stores and brands would suggest that the general feeling in the industry is that things are improving slowly. Well, I think I have some good news for you!

As we head into April, Mr and Mrs Joe Bloggs will be better off than they have been for months. Wages are rising, gas and electricity prices are coming down. Inflation is slowing and despite interest rates remaining at their current high (but not high rates as many of us older people will know full well) the financial outlook is looking better for many of our customers. And the cherry on the cake is that the clocks have changed meaning more daylight and not too far away warmer weather (fingers crossed) which invariably encourages spending.

So, as you can detect I’m in a very positive mood for the coming months.

February improved on January and March improved on February so that’s a win for me. Back-to- back improvements – I’m classing this as a 28

new trend so it’s time to plan a summer holiday to celebrate (hold on there – I might need to give it a couple more months yet). In all seriousness it is an improvement and that is something to be happy about. Without a doubt the improvement has come off the back of steadily improving finances for the general public on top of us catching up on those delayed purchases. For months we’ve been seeing people visit the store and leaving without ordering. Well, these very same customers have delayed their orders to the point that they have no other option but to order now – It’s very much a famine and feast situation.

This is all good news but not when you factor into this stock issues with some brands – be it new products or ranges being delayed due to shipping issues in the Red Sea, to warehouse moves causing us all some pretty big headaches, this increase in business may cause us a few problems.

I mentioned last month that I have implemented a few new in store initiatives to promote sales and encourage better payments from customers. I’m pleased to say that this has worked well and we have found that customers that intended to only

john@pramland.co.uk Feb ruary imp rove d on Janu ary and M arch imp rove d on Feb ruary so tha t’s a win for me.

Bac k-to- back imp rove ments – I’m clas sing this as a new tren d so it’s time to plan a sum mer holi day to cele brate (ho ld on there – I mig ht need to give it a coup le more months yet) . In all seri ousn ess it is an imp rove ment and tha t is something to be happy about. place minimum deposit were happy to increase their deposit in order to receive a small boost. I’ve sat down and worked out what this has cost to operate, and I’m pleased to say that in all fairness the improvement to cashflow far out ways the slight reduction in the margin. I certainly don’t intend to run this scheme forever but whilst the market is still slower than normal it’s a good sales tool for your tool kit. Afterall, businesses that adapt are businesses that survive.

Sadly, I found that March saw some very bad pricing online. One price match meant a reduction of 17% off the rrp! An initial lowered price was further reduced by a 10% “sign up” code at checkout. 17% is an absolutely

crazy discount and completely unsustainable in an industry with margins as low as ours.

I was daydreaming the other day and got thinking about what I’d wish for if I happened across a genie in his (or hers) lamp. Other than the usual things, I got thinking about how we could improve our industry and I thought it would be very interesting to see the effects on us all if everyone stuck to rrp all the time.

No discounts, no promo codes, no freebies – just plain old rrp on every sale. The answer was simple, firstly we’d all earn more money, secondly the playing field would be level so the consumer would choose where to buy from based on other factors than price.

It was a lovely little daydream but

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Brands reading this need to consider their futures. Can you afford to lose our shopfloors to chase business from online retailers happy to trash your brand? And to stores reading this, why are you supporting the brands that don’t care about you? unfortunately, I had to snap out of it and remembered about the 17% discount from earlier in the month – this is the part of the article I should be inserting a sad face emoji.

So, this is where I make an appeal to those brands that either struggle to or claim they cannot control these discounts – SORT IT OUT! We independent stores are vitally important to you and your brands. Yes Giveourpramsaway.com may spend fifty times what we do every year, I understand that they are happy ordering multiple containers of stock day in day out but guess what? If it wasn’t for us independents, they wouldn’t need that stock from you.

Some time ago I wrote that online retailers don’t “sell” anything. The consumer has been in to a store at some point, had advice, had the benefit of demonstration, experienced the product – this is when the sale

happened. The customer may have placed an order with the retailer, or they may have come away to contemplate their decision. If the customer decides to look online at the product they’ve decided to buy, and they see it substantially cheaper, has the online retailer really sold them something? Or have they simply undercut the store that truly made the sale? My point being if the consumer hadn’t received that initial introduction to the product would the customer have chosen it?

Sadly, many brands business models are now dependent upon these mass distributors, and these are the brands I am turning my back on. If I’m not being supported, then as far as I’m concerned, they don’t have my support and as a group of independent stores more of you should do the same if you want this situation to get better. Many stores

claim they are fed up of being undercut on price, annoyed about giving margin away yet they continue to give these brands more room in store, more social media time – why?

Yet brands that support us independents fully seem to be overlooked time and time again.

So, as we head into spring this is my challenge to store and brands alike.

Brands reading this need to consider their futures. Can you afford to lose our shopfloors to chase business from online retailers happy to trash your brand? And to stores reading this, why

are you supporting the brands that don’t care about you? You really don’t need them! Support the brands that understand and appreciate our stores, give them the room and support they deserve and give those that don’t the elbow. Finally, before you say “that’s easy to say, but doing it is a different matter” I can confirm that I have walked away from many brands recently. In fact, one of them is a HUGE brand, a brand many of you still support unquestionably despite the fact you’re all having to constantly monitor online prices and give margin away.

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feature BABY CARRIERS

Carried away Infant carriers and slings saw an increase in demand during the pandamic, and their popularity looks set to stay

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arriers, slings and back carriers experienced a remarkable surge in popularity during the UK’s lockdown years’ and became indispensable companions for families navigating the demands of remote work, childcare, and limited outdoor activities. As the pandemic reshaped lifestyles, the appeal of these products has remained steady and are now considered a must have item by many parents.

Nursery Today caught up with Ergobaby’s Key Account Manager, Claire Morris and MiniMeis CEO/Co Founder, Tarjei Espolin Johnson to gain their views on this product sector.

Tarjei Espolin Johnson MiniMeis

We experienced a growth in demand for infant back carriers during the ‘Lockdown Years’, with life back to normal has this growth remained steady?

The surge in demand for infant back carriers during the ‘Lockdown Years’ was significant, experiencing a notable spike in 2020. However, even as life returned to normal, this heightened demand has persisted, maintaining steady levels that surpass pre-COVID times.

Do you have any insights you can share on the market dynamics during this period which can provide further information that has shaped the landscape of this sector?

Families, having experienced the benefits of increased outdoor activities and quality time spent together during lockdowns, have sustained these newfound routines and adventures post-COVID. This continuing trend has propelled the demand for products that facilitate outdoor exploration of local areas and nature.

What measures have you taken to educate consumers about hip dysplasia awareness and ensure that your products are designed with safety in mind?

There are so many opinions on this topic and experts don’t always agree. When designing MiniMeis, we partnered with physiotherapists and paediatricians throughout the process to ensure that the product not only meets safety standards but is also comfortable for both carrier and child. Our aim is to make the natural practical, providing a comfortable and ergonomic solution for caregivers to bond with their children whilst carrying them.

How have products within this sector evolved over time to enhance comfort, safety, and usability for both parents and infants?

One notable trend is the increasing focus on sustainability, reflecting a growing awareness of environmental concerns among consumers. Manufacturers are now incorporating eco-friendly materials, recyclable components, and sustainable production practices into their products to minimize their environmental footprint.

What are the potential benefits for retailers who stock infant shoulder carriers? Do you provide training or marketing support to help them promote and sell your products effectively?

Retailers stocking MiniMeis shoulder carriers can reap numerous benefits, as our product offers a safe, easy, and fun solution to a common parental challenge. MiniMeis not only meets the needs of parents but also provides a unique selling proposition that complements existing product offerings without cannibalising sales. Developed from a dad’s perspective, MiniMeis stands out as an innovative solution in a market largely catering to mums. In addition, we provide retailers with comprehensive marketing support, including high-quality content and full training from our dedicated team.

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Claire Morris Ergobaby

Can you elaborate on the role of social media in driving sales for baby carriers and slings. How do you leverage online platforms to reach and engage with potential customers?

Social media is where Gen Z and Millennial parents are looking for information and education from product experts, and this an effective way to drive awareness. It is a direct path to sales, making it something retailers should be utilising to its maximum potential. Our content creation team produce easily digestible, informative social media content on both our products and various ‘hot’ babywearing topics such as outwards facing, dressing baby depending on the season, safe babywearing etc. We share these across our channels and make them available to our retailer partners too.

We also work together with our retailer partners to drive direct sales via influencer marketing programmes.

What measures have you taken to educate consumers about hip dysplasia awareness and ensure that your products are designed with safety in mind?

All Ergobaby carriers are ergonomic and acknowledged as hip-healthy by the International Hip Dysplasia Institute, the number one accreditation in this area. We also have a wealth of information and content that we share with consumers to encourage correct product usage, ensuring baby is positioned in a hip-healthy way at every age and stage of development.

How have products within this sector evolved over time to enhance comfort, safety, and usability for both parents and babies?

Ergobaby has over 20 years of experience in creating baby carriers that both parents and babies love. All elements of our products are scrutinised for opportunity for innovation. From fabric composition to panel structure, from ergonomics to features that make parents’ lives easier, this category is continuously evolving, and we are at the forefront of that work. There is Ergobaby DNA in every buckle carrier in the world, we were the first company to apply specialist knit design technology to a baby carrier and we have plenty more to come. Our designers and product developers are inspired to innovate by materials, techniques, and manufacturing processes from all over the world, in all kinds of industries, and by the idea of a smaller carbon footprint.

Our latest introduction saw our Aura Wraps relaunch in two, new, sustainably sourced fabrics, utilising the latest technology to provide parents with a wrap that offers comfort and safety for their child and the planet.

Safety is motivating power of purchase for consumers and at Ergobaby we carry out rigorous safety testing across all elements of all products. Not only that but we do extensive, global, in-home testing on all new products to ensure their comfort and usability for both parents and babies.

What are the potential benefits for retailers who stock baby carriers or slings? Do you provide training or marketing support to help them promote and sell your products effectively?

With the benefits of babywearing now common knowledge among parents and parents to be, carriers are a firm ‘must-have’ for most parents. They perform well both in store (where customers who try on a high-quality carrier are quickly convinced of its comfort, safety, and ease of use), and online (where the benefits can be easily and effectively communicated) making them a lucrative opportunity for all retailers. We recommend stocking a range of models for different ages and stages. This reassures customers that they will be able to find the perfect carrier for their family from your store/website and allows you to increase basket spend by offering consumers both a newborn carrier and a ‘next stage’ soft structured carrier.

Ergobaby offer retailers a wide variety of exceptional baby carriers to meet every parent and caregiver’s needs, which all come with the ErgoPromise Limited Lifetime Warranty. We offer collaborative marketing campaigns, access to all in-house content, as well as instore training and POS.

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Easily adjustable for the perfect fit every time...

@dreamgenii

www.dreamgenii.com Contact: rebecca.atkinson@babycentral.co.uk for further information

feature BABY CARRIERS

Babywearing bonding with the SnuggleRoo The SnuggleRoo Baby Carrier embodies Dreamgenii’s commitment to providing families with high-quality, versatile and ergonomic baby products.

Crafted with both parents and babies in mind, it’s designed to ensure maximum comfort and safety for little ones, while allowing parents to carry them effortlessly and in style.

This soft, supportive baby carrier is made from 100% cotton and designed to help recreate the movement and tight embrace of the womb. It’s effortlessly simple to use and comfortable for both the wearer and baby!

Furthermore, the carrier can also be transformed into a practical storage bag, when not in use!

Enquires contact Rebecca Atkinson on the below.

rebecca.atkinson@babycentral.co.uk

Ergonomic, comfortable,

Parenting on the go Introducing MiniMeis G5, the premium Scandinavian shoulder carrier designed for parents on the go.

Experience the thrill of seeing your child’s joy from their vantage point, on top of your shoulders, with added comfort and safety. Ergonomically crafted, it relieves neck and shoulder strain with a specially designed arch, ensuring even weight distribution for extended walks.

Children can now explore the world effortlessly on everyday adventures, whether it’s on the nursery or school run or jetting off to new destinations from their favourite height. Also new to market is the stylish lifestyle backpack, with all the smart (changing bag) solutions needed for a modern family, the MiniMeis HERO Backpack. With its sleek design and versatile features, it transforms from a backpack to an innovative baby seat on the go! For more information contact the below.

support.uk@besafe.com

easy to use!

An Ergobaby Omni carrier is the only carrier parents will ever need.

Ergonomic, comfortable, and easy to use, as well as being suitable from birth to toddlerhood (7lbs-45lbs / 3.2kg-20kg), and offering all four carry positions, they are the ultimate all-rounder. Available in innovative SoftTouch Cotton (the Omni Dream) or SoftFlex Mesh (Omni Breeze) fabrics, there is a broad range of colours and prints to choose from.

Omni carriers are machine washable, come with the brand’s ErgoPromise Limited Lifetime Warranty and are packed with a multitude of handy features that make parents’ lives easier. For more information, please contact Claire Morris at the below.

cmorris@ergobaby.co.uk www.ergobaby.co.uk 32

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Combining Style,

Comfort and Functionality

The Clippasafe Carramio is a stylish and great value two-way baby carrier that’s been designed so that parents can keep their little ones close to them and form an even stronger bond.

Its lightweight, soft and comfortable fabric helps to keep baby and wearer cool and content. The padded straps and lumbar support help to spread the child’s weight evenly across the wearer’s body, preventing back pain.

Once babies are a few months old they can face outwards allowing them to take in the sights of the world around them, keeping them alert and entertained.

Available in Black, Navy or Oatmeal, the Carramio Baby Carrier can hold children from birth up to 9kg.

Hip healthy

This modern and stylish baby carrier, the Ara Carrier, features a whole host of positions to provide comfort and support with the hip-healthy “M” shape position.

Whether being faced with the world ahead, nestled into you to fall asleep on your chest or just wanting to watch the world pass by behind you, this carrier has it all.

Featuring wide padded shoulder and waist straps with easy to access front pocket.

It’s time to strap up and embrace... the Ara Carrier!

Tel: 01454 526 555 www.redkitebaby.co.uk

Tel: 0115 9211 899 www.clippasafe.co.uk

Three in one carrier Introducing the savvy lite, a three in one baby carrier that offers your little one optimal support and a change of scenery, all while keeping them close.

Featuring autoclick magnetic buckles on the shoulder straps allows for savvy lite to be put on easily and for the straps to be adjusted by the wearer without any arm twisting or needing an extra set of hands. The supper supportive backstrap helps to lighten the load by distributing the weight evenly and adjusts easily for a finetuned fit.

uksales@joiebaby.com www.joiebaby.com nursery today

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RETAIL MATTERS

Retail

matters Online4baby’s Managing Director, Christy Foster is looking towards to Q2 and the changes ahead as they unlock key developments and marketing projects.

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s we bid farewell to the whirlwind that was Q1, it’s remarkable how swiftly time has flown. At Online4baby, we’re thrilled to report yet another month of double-digit year-over-year growth, a testament to the dedication and hard work of our team, as well as the loyalty of our valued customers and partners. It’s fantastic to see the team’s hard work continuing to drive momentum throughout the business.

In these initial months of the year, we’ve made significant strides in advancing our strategic roadmap. Each milestone achieved brings us closer to our vision of being a destination to shop for families. From enhancing our website’s user interface to streamlining our supply chain logistics, we’ve been hard at work ensuring that every aspect of our business aligns with our commitment to excellence. As we look ahead to Q2, I’m excited to think about the change we will unlock as key development and marketing projects launch, promising to elevate our brand and business to new heights.

Toby Gavin, our Chief Marketing Officer, shares his excitement for the transformative impact of our upcoming project deliveries, remarking, “We have a particularly exciting brand-marketing project nearing completion, which will 34

transform the way our customers and partners perceive Online4baby. The whole team are so excited for months of hard work to come to fruition.”

Seasonal shifts always bring new dynamics to the industry landscape, and this year has been no exception. The early Easter break, although disruptive with its coinciding payday, spurred an accelerated demand for travel and on-the-go products such as strollers, travel cots, and car seats. With more families opting for staycations and short getaways, we’ve seen a notable increase in orders for compact and folding strollers, as parents seek convenient solutions for exploring local attractions without the hassle of bulky equipment.

Moreover, as the concept of holidaying at home gains traction, we’ve responded by expanding our product catalogue to include a wider range of toys and outdoor play essentials. Our curated selection aims to inspire families to create unforgettable memories right in their own homes. By catering to the evolving preferences of our customers, we’re not only meeting their immediate needs but also fostering long-term loyalty and engagement.

On the macroeconomic front, we’re encouraged by the ongoing decline in inflation rates. However, we remain

Christy Foster, Managing Director

We’ve made significant strides in advancing our strategic roadmap. Each milestone achieved brings us closer to our vision of being a destination to shop for families. From enhancing our website’s user interface to streamlining our supply chain logistics, we’ve been hard at work ensuring that every aspect of our business aligns with our commitment to excellence. cognizant of the financial constraints faced by many households, with high prices persisting across essential expenses. In response, we’re exploring expanded payment options to enhance accessibility, ensuring that our products and brands remain within reach for all.

From instalment plans to buy now, pay later options, we’re committed to

empowering our customers with flexible payment solutions that alleviate financial strain without compromising on quality or convenience. And naturally, we remain committed to delivering unbeatable value across our full range.

I’d like to wish everyone good trading as we move into Q2.

Online4baby are delighted to be a Which?

Recommended Provider for Baby & Child Retailers 2021.

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supports healthy development

keep baby close wherever you go Carry your precious cargo in comfort with 3 modes of use. Keep baby close in the ergonomic carrier that makes baby wearing all about hugging, not lugging.

Certified hip healthy by the Hip Dysplasia Institute.

savvy™ lite

3in1 baby carrier For more information and all sale enquiries, please contact Joie:

01889 808 900 uksales@joiebaby.com

Learn more here!

Spotlight Nightlights

This month we’re shining the light on nightlights which are available to order now!

Creating calm Soothe Light & Sound offers an ideal sensory environment for a tranquil nursery ambiance. Customise baby’s sleep schedule with calming lights, sounds, and sleep-inducing melodies. As a child grows from baby to toddlerhood, personalised time-to-rise settings aid in teaching.

Another stand-out choice is the Glow Crib Light. Equipped with a smart motion detector, it illuminates softly upon approach and automatically dims on exit, eliminating the need for bright lights that might disturb little one. Users can personalise settings to manage distance, timers, schedules, light colour, and brightness.

Both night lights are part of Maxi-Cosi Connected Home, a chic collection of intelligent nursery products seamlessly linked via a user-friendly app. Compatible with Amazon Alexa and Google, other products in the range include the See Pro Baby Monitor, Breathe Humidifier, and the Clean 3-in-1 Purifier.

www.maxi-cosi.co.uk

Projecting light INTRODUCING THE

Glow Sleep Easy Award-winning humidifier, sound machine and night-light in one!

Suitable for all ages Scientifically backed and engineered for sleep Creates consistent sleep routine Trusted by 200,000+ families glowdreaming.co.uk

Meet Basil, Barnaby and Bertille – the NEW immersive projector and colour-changing, adorable nightlight trio from Babymoov!

Basil – the lemon-shaped, silicone projector nightlight projects a magical nature pattern on the ceiling and features a playlist of lullabies and white noise to help create a serene environment for your child. Operates via batteries Barnaby is the plush strawberry cuddly nightlight, safe to have in bed with baby from 6 months old. Operate the projector nightlight and 5 lullabies separately or together. The nightlight part is removable and Barnaby is machine washable at 30 degrees. Also battery operated.

Bertille - the soft silicone pear-shaped character is a colour-changing nightlight with 3 lighting modes (solid white, 6 colours on loops, or solid colour) Bertille’s soft colours and variety of textures are designed to stimulate baby’s sense of touch and sight. Bertille is travel-friendly with a rechargeable 10-hour battery life. USB cable included.

To find out more, please contact Sarah on the below.

sgreensall@babymoov.com | www.babymoov.co.uk 36

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NEW

Bedtime cuddles with Pad Paddington and Peter Rabbit TM

TM

Projects a starry sky onto your ceilings and walls

Winnie the Pooh COMING SOON

A Soft cuddly y toy perfect for bedtime dtime cuddles

Nightlight plays ys 20 minutes of sleepy eepy py music time musi ic

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s 00 or visit www.rainbowde

i g n s .c o .

uk

inspiring kids’ imaginations for over 50 years

email sales@ra

i n b ow d e s i g n s . c o . u k

Spotlight Nightlights

Light therapy Multifunctional

night light

The Glow Sleep Easy from Glow Dreaming is an innovative sleep aid designed to promote restful and rejuvenating sleep for both babies and children.

Misty’s 3 in 1 technology offers parents three different functions all combined into one versatile product: - monitor the nursery temperature and help ensure babies are at a comfortable temperature while sleeping; gently settle babies off to sleep with a choice of two soothing light shows; or set the clever colour change sleep trainer to help toddlers know when it’s time to wake. Misty’s night light can easily be adjusted to provide ambient lighting for night-time feeds and nappy changes, providing just enough glow for parents to see whilst facilitating a peaceful and sound night’s sleep.

Combining soft red LED light therapy, humidifier, soothing aromatherapy, and calming pink noise, Glow Dreaming creates a tranquil sleep environment that encourages relaxation and reduces bedtime anxiety.

Its adjustable settings allow users to control it via the Glow Sleep Genie App, setting the red LED light for sleep time, and the green LED light for when it is time to rise. The green to rise light is great for promoting concentration, focus and relaxation while children are awake, whilst the red LED light encourages the brain to produce as much natural melatonin, the sleep hormone, as possible. Glow Dreaming offers a holistic approach to improving sleep quality, helping individuals achieve a deeper and more restorative night’s sleep for overall well-being. For more information visit the below.

www.sweetdreamers.co.uk

www.glowdreaming.co.uk

Multi award winning Misty the Cloud, a product proudly partnered with the Lullaby Trust, is a clever multifunctional super cute night light.

Perfect sleep aid Establishing good sleep patterns is important for not only a happy and healthy baby but rested parents too.

The popular Bedtime Cuddles Nightlights from Rainbow Designs are the perfect aid to help little ones drift off to sleep and help establish that important bedtime routine.

The adorable, and practical Peter Rabbit and Paddington Bear Bedtime Cuddles Nightlights, feature super cuddly soft toys of the much-loved characters. Little ones can snuggle up in bed with Peter Rabbit or Paddington, whilst the soft detachable lantern and marmalade pot, illuminate to provide a mesmerising light pattern and soft nightlight, whilst playing a soothing lullaby to help little ones drift off to sleep.

According to Dr Amanda Gummer, Child Development Expert and Founder of The Good Play Guide, “With the Nightlights, little hands can play with the soothing colours and sounds before bed to create their ideal sleeping environment. Due to the soft quality material, gentle lighting and easy portability, children of all ages can benefit from a familiar sleep setting and good night’s sleep, wherever they are.” Dr Gummer also added “snuggling up with a high-quality soft toy for bedtime is a great opportunity for children to develop reassuring emotional attachments and create their own sense of ease for their all-important sleep.”

Tel: 01329 227300 www.rainbowdesigns.co.uk 38

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Moonlight

for comfort Silver Made for Mums award

for Aqua Dream Turtle!

Pabobo Aqua Dream Turtle Soother by Angelcare offers an innovative solution for newborns with its rechargeable feature, eliminating the need for constant battery replacements.

Providing a comforting glow for those newborn night feeds to a soothing bedside light for your child as they grow, the Shnuggle Moonlight has a dual parent and child function and features a handy strap to easily carry around the home.

Mesmerizing underwater projections with white noises create a calming ambiance, aiding in promoting restful sleep for babies.

Safety and quality are prioritised in its design, ensuring peace of mind for parents.

Adjustable brightness and auto-shutoff enhance its usability, while its compact, portable design makes it ideal for home or travel.

As a thoughtful newborn gift, this enchanting device adds a touch of magic to any nursery while providing long-lasting comfort and tranquility.

Portable and lightweight, the Moonlight from Shnuggle also has a clever temperature sensing dock to help ensure the ideal room temperature and a sleep friendly soft glow, with low blue light levels to help promote a more restful sleep.

In Parent Mode, Moonlight offers a choice of three perfectly soft, baby-safe brightness glows to feed, comfort and change baby through the night, anywhere in your home.

As baby grows, switch to Child Mode and Moonlight becomes the perfect night-time companion. A soothing bedside light to help promote sleep and a comforting light during little one’s late night bathroom trips.

With growing demand and sales to match, Moonlight is a parenting essential mums and dads love!

cgrech-cini@angelcaregroup.com

www.snuggle.com

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ARTWORK Spotlight NightLights.indd 3

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SWATCHES

IB Number:

IB1546

Dimensions: Overall (W)210x(H)138mm

Brief Owner:

JS

Min pt Size:

7pt

10/04/2024 15:45

feature BEDSIDE CRIBS

COFFEE BREAK

Safe to sleep Bedside Cribs are now considered a must have item and have continued to experience a growth in popularity.

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n recent years, bedside cribs have surged in popularity, emerging as a must-have item for parents seeking a safer alternative to dangerous co-sleeping arrangements. These innovative cribs offer a solution to the inherent dangers associated with sharing a bed with an infant while providing numerous benefits to both parents and nursery retailers.

For parents, bedside cribs offer peace of mind by allowing them to keep their newborn within arm’s reach throughout the night, promoting bonding while reducing the risk of accidental suffocation or Sudden Infant Death Syndrome (SIDS). The convenient proximity also makes night-time feedings and comforting more manageable, which in turn makes for better sleep for both baby and parents.

Many Bedside cribs feature adjustable heights and side panels that can be lowered, allowing for seamless integration with adult beds of varying heights and styles. This versatility caters to the diverse needs of modern families, ensuring comfort and accessibility for all.

In addition to enhancing safety and convenience, bedside cribs present lucrative opportunities for nursery retailers due to their popularity. By stocking these in-demand products, nursery retailers can attract a broader customer base and capitalise on the growing demand for safer sleep solutions among new parents. Offering a range of crib models with different features and price points enables you, the retailer, to cater to various preferences and budgets, which can further maximise sales potential.

You will find a range of bedside cribs from reputable and leading brands among the following pages which are all available to order now.

Cosy and secure Shnuggle have launched a brand new version of their Air Crib with improvements to functionality, design and style.

Premium in quality, the Air Lite features dual view, mesh panels with larger outer mesh panel to maximise airflow, plus a whisper-quiet zip down side to easily feed or comfort baby during the night.

Includes an airflow mattress with a hypo-allergenic fibre core and baby safe, hypo-allergenic fabrics which are all washable. Air Lite is tested to the latest bedside crib safety standard and includes a rigid low level safety wall to support safe bedside sleeping. The gentle incline option helps ease colic and reflux and the crib has six height adjustments to fit most bed heights. The compact size means baby feels cosy and secure inside without compromising on sleep space and its lightweight design allows the crib to be easily moved around the room. Available in two beautiful neutral colourways – taupe and grey, Air Lite complements any modern interior.

www.shnuggle.com 40

Nursery Today caught up with Green Sheep’s Head of Marketing, Jamie Jillard to gain insight into this growing and popular nursery product category.

Can you provide any insight into the rise in popularity of bedside cribs?

With the rise in awareness of safer sleep advice from both the NHS and organisations like The Lullaby Trust, bedside cribs have provided parents the opportunity to keep little one close to them during the initial months, whilst also providing them with their own safe sleep space. This combination helps put parents at ease so over the last 10 years we have seen this item become a must-have on most expecting parents baby lists.

Has social media had a positive impact when we consider this nursery product category?

Social media is such a powerful tool these days to communicate your message to the world. Mummy bloggers and influencers in particular are seen as a vital source of information for expecting parents to give honest, unfiltered advice on the products they try – for us, this is hugely beneficial as it shows how our products support the parenting journey.

Is this a product that is researched online prior to purchase?

Absolutely. A bedside crib is a product that many expecting parents will start to research in the second trimester but won’t ultimately purchase until the third. This high-involvement purchase is often a multi-channel shopping experience for a parent to be, researched online as well as in-store.

Do you feel these have now become an essential item when parents are looking at cribs or cots?

If not the final choice, a bedside crib will be a researched option for almost all parents-to-be. Moses Baskets offer a safe and secure sleep space and are absolutely another viable option for baby’s first bed but we tend to see more parents-to-be opting for a bedside crib and a Moses basket – one for the bedside and one for around the home.

Would you say that as an industry we provide sufficient information when it comes to safer sleep practices?

As a responsible brand, we should always be directing parents-tobe towards official safe sleep resources such as the NHS or Lullaby Trust as the ultimate guidance on safe sleep practices. Our job is to then ensure we create products that help parents follow this guidance. At Snüz we go above and beyond this by also engaging with experts during our product development phases and in providing content for our audience, such as The Modern Midwife, trained professional midwife and our brand partner.

What type of benefits can retailers expect by stocking these?

If retailers can connect with parents-to-be on a product that is as emotive as a bedside crib, it sets them up for a long-standing relationship with that customer. For retailers to do this, we believe it is important for them to stock the must-have brands with the must-have range to offer the ultimate choice – which is exactly why at Snüz, we have developed the baby’s first bed range which includes two bedside cribs, SnüzPod4 & SnüzPod Studio, and a Moses basket, SnüzBaskit, meaning there is a choice for every customer.

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feature BEDSIDE CRIBS

The perfect

bedside crib

The CuddleCo Aria Wave Crib is a newborn sleep time essential that will look beautiful no matter where it’s placed in the house.

With a detailed, intricate, handwoven design and soft curves, it’s hard not to fall in love with the Aria Wave Crib. The natural rattan frame is supported by contemporary, sleek black legs and is lightweight enough to be easily transported around the house. Complete with a supportive crib mattress featuring a knitted cover with natural bamboo fibres for a clean sleep environment.

sales@cuddleco.co.uk

Trusted by parents After pioneering the bedside crib category with the arrival of SnüzPod, Snüz has truly become trusted by parents around the world to support safe, cosy sleep right next to mum or dad.

Stylish

co-sleeper Maxi-Cosi demonstrates a deep understanding of parental and infant needs with the premium, ultra-soft, and stylish co-sleeper, fostering emotional closeness.

The Iora Air boasts an extra-thick mattress for newborns up to six months, ensuring supreme comfort. Featuring a rocking function to ease bedtime routines and promote sleep, it also prioritises environmental sustainability, constructed with 100% recycled fabrics, including breathable mesh for optimal air circulation. Additionally, a spacious basket underneath offers convenient storage.

www.maxi-cosi.co.uk

Fast forward a decade and whilst SnüzPod4 is still a best-selling bedside crib, the brand has unveiled its next big thing. After years of finessing a new design, combining the brand’s three core product values - safety, style and function, alongside unwavering quality, a brand-new lifestyle bedside crib has arrived. Introducing the already award-winning SnüzPod Studio - a game-changer for parents-to-be looking for a considered and stylish first bed for their new arrival. Studio uplifts home interiors through beautifully executed details and bold colourways. All this whilst delivering practical features and peace of mind expected from any SnüzPod.

Tel: 01789 734 022 trade@greensheepgroup.com

Rock to sleep…

The Ickle Bubba Mini Rocker Crib is perfect for parents looking for a cosy, rocking crib that will fit smaller spaces.

Suitable from birth up to 9kg, The Ickle Bubba Mini Rocker Crib is so quick and easy to use, it can be assembled and disassembled in just 5 seconds.

Designed to fit parents and their lifestyle, its small size 42

means it won’t take up too much space in the home and its quick fold and handy carry bag make it perfect for travelling – as vouched for by its recent MadeForMums award win.

sales@icklebubba.com

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AIR LITE A little fresh air to the Sleeptime Range.

Offering even more comfort, closeness and reassurance in a new lightweight and compact design with two beautiful colourways to choose from.

AVAILABLE NOW

Contact: uksales@shnuggle.co.uk or visit shnuggle.com for further information.

feature BEDSIDE CRIBS

Full of

features

Mother & Baby Gold award winner, Sweet2Sleep, is Graco’s first bedside crib with a dropdown side that provides the perfect co-sleeping solution at the fantastic price of just £80.

The crib is packed full of features to keep baby safe and in reach for feeds and cuddles all night. The mesh sides keep baby well-ventilated and easily visible, while the side can be lowered quickly with just one hand to bring baby in closer.

To help relieve reflux symptoms, the head of the crib can be adjusted upward with a 4-position tilt, when the dropside is raised. And, with 11 height adjustments, and safety strap to secure the crib to the bed, it’s simple to position baby perfectly next to you.

uksales@allisonbaby.co.uk www.gracobaby.eu/uk

Sleeping

soundly Adjustable incline The stylish Cozysleep from Red Kite Baby provides both crib and co-sleeper functions and will look fabulous in any home setting.

44

Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new roomie go from Joie.

Drop side features enable bedside sleeping which not only helps develop a strong bond with baby but allows peace of mind knowing your baby is safely next to you.

Fully height adjustable to suit different bed heights when using the supplied fitting straps and features an adjustable incline to allow a tilt position which is medically recommended for babies suffering from reflux, colds and helps digestion.

Finished with soft quilted interior padded sides and mattress providing a safe and comfy sleeping place for baby.

This easy to fold, bedside sleeper is a portable powerhouse that will let parents and little ones sleep safely, side by side, without sharing a bed.

What sets roomie go aside from similar bedside cribs is the quick and easy fold that packs up conveniently into one tiny package. Compact and lightweight, roomie go is your perfect travel partner that is easy to carry and tucks away into small boots and cupboards.

Roomie go also comes with a comfortably cushioned, yet firm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby.

Tel: 01454 526 555 www.redkitebaby.co.uk

uksales@joiebaby.com www.joiebaby.com

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feature MADE FOR MUMS

Made For Mums 2024

Award Winners Announced

Parenting site for product reviews Made For Mums has announced the winners of the Made For Mums Awards 2024, revealing the top products as tested by parents, families, and children.

O

ver 900 products were tested by a panel of expert judges and members of the Made For Mums team, as well as nearly 500 family testers who conducted at-home trials. The winning products were chosen from the combined results, taking into account factors such as ease of use, effectiveness, and overall value for money.

The Made For Mums Awards reveal parenting trends including budget-friendly choices, products to simplify travel, and a growing preference among parents for products that serve multiple functions while also saving money.

Gemma Cartwright, Editor of Made For Mums, says: “Becoming a parent is a joyful

and also stressful time, particularly when budgets are tight.

The Made For Mums Awards 2024 take some of the stress out of deciding what are the must-haves and what are the nice-to-have extras, helping new parents to focus on the joy of their newborn and spend wisely. The products in our winners list also help with sustainable parenting as they offer parents the chance to be out in nature, buy less and choose their products mindfully.”

For a comprehensive overview of the award-winning products and a closer look at the trends shaping the future of parenting products, please visit www.madeformums.com

LIST OF WINNERS GOLD & SILVER AWARDS: All-terrain pushchair Gold UPPAbaby Ridge Joint Silver Baby Jogger city mini GT2 Out ‘n’ About Nipper Single V5

Baby & child bedding Gold Hygge Sheets Mattress Protector Silver Hippychick Waterproof Mattress Protector

Baby & toddler snack Gold ASDA Little Angels Apple & Raspberry Corn Cake Hearts 12m+ 30g Silver Kiddylicious Apple Crisps

Baby & child bubble bath Gold Mamia Bed Time Bath Silver Brand: HiPP Organic, HiPP Kids Clean & Green Bubbly Bath Hippo 300ml

Baby bathtime product or accessory Joint Gold Brand: Shnuggle, Ellie - The Bath Toy Drying Caddy Joint Gold Brand: BabyDam WarmWave Baby Bath Support Silver Angelcare 2-in-1 bath tub

Baby & child mattress Gold CuddleCo Lullaby Hypo-Allergenic Bamboo Foam Cot Bed Mattress 140 x 70cm Silver The Spring Mat | Naturalmat Baby

Baby bottle Gold NUK Perfect Match Baby Bottle 150ml Rainbow size S Silver Pippeta Milk Storage Bottles, teats & lids | Pack of 4

Baby & child shampoo/hair care product Gold Mamia Baby Shampoo Silver Nala’s Baby Body Wash & Shampoo Vanilla Cloud

Baby bouncer/rocker & swing Gold Ergobaby Evolve 3-in-1 Bouncer Silver Munchkin Spring 2-in-1 Bouncer & Rocker

Baby & child skincare product Gold Nala’s Baby Body Butter Silver Colief Baby Face Balm Baby & child sleep aid Gold LUMI Portable White Noise Machine Pro Max Silver Pabobo by Angelcare Aquadream Turtle Baby & child sleeptime product Gold VTech BC8313 V-Hush Soothing Sleep Trainer Silver Love To Dream Sleep Suit Organic Baby & child toiletries brand Gold Mini U Toiletries Range for Baby & Child Silver Nala’s Baby Baby & children’s clothing range Gold Babbily Grow Along Leggings Silver Fisher All in One & Hat - Emile et Rose Baby & children’s swimwear Gold Splash About Baby & Children’s 46

Swimwear Collection Silver Bambino Mio, Revolutionary Reusable swim nappy

Baby carrier Gold Mamaruga Zebulo Silver Ergobaby Omni Breeze Baby Carrier Baby cot/cotbed Gold Obaby Maya Cot Bed Silver Obaby Evie Cot Bed Baby food/pouch Gold Kendamil Classic Follow on Milk Silver Piccolo Organic Brekkies Baby monitor Gold Momcozy 1080P HighPerformance Video Baby Monitor Joint Silver Snuza Hero MD - Wearable Baby Breathing Monitor Joint Silver CuboAi Plus Smart Baby Monitor Baby nappy - sizes 3 or 4 Gold Rascal + Friends Premium Nappy Silver Mamia Size 3 Nappy Baby shower gift/newborn keepsake Gold Priya & Peanut Ltd, 0+ month Baby Sensory Flashcards

Silver Miffy x Little Dutch Giftbox – Vintage Little Flowers

Baby sleeping bag Gold Folk & Thread Organic Baby Sleep Bag Silver Purflo Baby Sleep Bag Back, hiking & toddler carrier Gold Izmi Breeze Toddler Carrier Silver LittleLife Adventurer S3 Child Carrier Bedside/co-sleeper crib Gold Venture Hush Bedside Crib Silver Bababing Bedside & Travel Crib Bib Gold Bibado Coverall Weaning Bib Silver Azebabydream Long Sleeve Bib Biodegradable/eco-friendly disposable nappy Gold Pura Nappies Silver Kit & Kin Eco Nappies Biodegradable/eco-friendly wet wipes Gold Jackson Reece, Kinder by Nature Water-Based wipes Silver Pura Baby Wipes

Changing bag Gold Gigil.com - Luxe 2.0 Changing Backpack Silver Allis Baby, Lux Changing Backpack - Black

Changing mat Gold BabyDam SuperSnug Anti Roll Baby Changing Mat Silver Mama Shack Wedge Changing Mat Child car seat Gold Silver Cross Discover i-Size Silver Kinderkraft JUNIOR FIX 2 i-Size Children’s outdoor clothing/active wear Gold Kidunk Eco Waterproof Suit Silver Muddy Puddles EcoSplash Fleece Lined Puddle Suit Children’s shoe Gold Start-Rite Shoes Silver Bobux AW23 Collection Compact-fold pushchair £151 £299 Gold Inglesina Quid2 Silver Silver Cross Clic

Bottle warmer Gold Baby Brezza Bottle & Breast Milk Warmer Silver INOBY Portable Bottle Warmer

Compact-fold pushchair over £300 Joint Gold Bugaboo Butterfly Joint Gold Baby Jogger city tour 2 double Silver Ergobaby Metro+ Stroller

Breast Pads Gold Breast Intentions Contoured Reusable Breast Pads Silver First Days Maternity - Reusable Breast Pads (Large)

Compact-fold pushchair under £150 Gold APINO Kinderkraft Silver Red Kite Push Me Astro

Breastfeeding product Gold Lansinoh HPA Lanolin Nipple Cream Silver Lola&Lykke Breastfeeding Starter Kit Breastfeeding top/cover Gold The Bshirt Organic Lift the Flap Vest Joint Silver Lyla and Leche Ava Dress Joint Silver Ubere Mama, Peter Rabbit Francesca Hoody

Cost-saving parenting product Gold Bibado Coverall Weaning Bib Silver BabyDam Bathwater Barrier Cup/beaker Gold Babycup Sippeco First Cup Silver TUM TUM Tippy Up Cup Cutlery Gold BLW Essentials - Toddler Cutlery Silver TUM TUM Baby Cutlery Set With Travel Case

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Electric/battery breast pump Joint Gold Vital Baby NURTURE flexcone electric breast pump Joint Gold NUK SOFT & EASY ELECTRIC DOUBLE BREAST PUMP Silver Lola&Lykke Smart Electric Breast Pump

Joint Gold Joolz Aer+ Silver Didofy Aster 2 2in1

Everyday parenting essential Gold Azebabydream Wipe-clean Messy Matt Silver Etta Loves - Plant Print 3-pack Muslins for newborn to 4 months

Manual breast pump & milk collecting product Gold Lansinoh Breastmilk Storage Bags Silver MAM Manual Breast Pump

Family travel/holiday product over £25 Gold Oliver’s Travels - family villa holidays, travel with kids Silver Dudley the Dinosaur Trunki Family travel/holiday product under £25 Joint Gold KiddiWhizz Whizzer Joint Gold Solar Buddies Sunscreen Applicator Silver Splash About Happy Nappy Sunsuit

Lightweight stroller under £200 Gold Venture Stride Lightweight Stroller Silver Graco Myavo

Maternity/nursing bra Gold Momcozy YN21 Nursing Bra Silver Artemis Maternity & Nursing Sports Bra - Natal Active Mealtime set Gold TUM TUM Baby Weaning Bundle Plus Silver Azebabydream My First 4 Piece Weaning Set Moses basket & newborn crib Gold Clair de Lune Organic Palm Moses Basket Silver Red kite Snooze Crib

Start Weaning Silver Mamia Thai Style Chicken Curry With Rice Pants style nappy Gold Rascal + Friends CoComelon Nappy Pant Joint Silver Mamia Ultra - Fit Size 5 Pant Joint Silver Mamia Ultra - Fit Size 7 Pant Parenting brand of the year Gold Silver Cross Silver The Positive Birth Company Personalised product Gold The Baby Gifting Company, NEW BABY BLANKET AND TEDDY Silver MAM Individual Personalised Original Soother & Clip Potty Gold Venture Pote Plus My First WC Potty Silver Potette Plus with 30 Liners Bundle (including Flash Cards)

Multi-stage car seat Joint Gold Axkid Minikid 4 Joint Gold Maxi-Cosi Mica 360 Pro Silver CYBEX Sirona Gi i-Size

Pregnancy fashion/active wear Gold Wombat & Co. London Wombat Shell Silver Luxe Maternity Leggings - Natal Active

Multi-stage/longlife parenting product Gold Joie i-Spin XL Silver Oyster 4-in-1 Highchair

Pregnancy test Gold Clearblue Pregnancy Test with Weeks Indicator Silver Hoopsy Eco Pregnancy Test

Game-changer parenting product over £50 Gold Oyster Swinging Crib Silver Sleepytroll Baby Rocker

Nappy changing accessory Gold Vital Baby HYGIENE odour-trap nappy disposal system Silver Mabel & Fox Wicker Nappy Caddy

Pregnancy/birth product Gold Lola&Lykke Core Relief Pregnancy Support Belt Silver BABYGO Birthing Ball

Game-changer parenting product under £50 Gold Solar Buddies Sunscreen Applicator Joint Silver ergoPouch Tuck Sheet Joint Silver Sock Ons

New parent skincare & toiletries Joint Gold Lansinoh HPA Lanolin Nipple Cream Joint Gold WELEDA Stretch Mark Body Butter Silver Natures Divine Mum Balm

Health product for babies & children Gold ASDA Little Angels Vapour Bath 500ML Silver Vamousse Head Lice Treatment Mousse

Newborn pram/pushchair over £800 Gold UPPAbaby Vista V2 Silver Bugaboo Fox 5

Fiction book Gold The Great Storm Whale by Benji Davies, published by Simon & Schuster Silver Once Upon A Legend by Ben Miller, published by Simon & Schuster Folding highchair Gold KAOS Klapp High Chair Silver Ickle Bubba Flip Magic Fold Highchair

Health product for parents & parents-to-be Gold BABYGO Pregnancy Support Band Silver Family First Aid Kit by Mini First Aid Highchair/booster seat over £100 Gold Bugaboo Giraffe Silver CYBEX Lemo 4-in-1 Highchair/booster seat under £100 Gold Alpha+ natural, hauck UK Ltd. Silver Red Kite Feed Me Snak 4 in 1

Newborn pram/pushchair under £800 Joint Gold Silver Cross Tide Joint Gold CYBEX Balios S Lux Silver Joie Vinca & Ramble XL Newborn Swaddle Gold ergoPouch Cocoon Swaddle Bag Silver Purflo Swaddle To Sleep Bag Newborn/Infant nappy - sizes 1 or 2 Gold Mamia Newborn Size 1 Nappy Silver Mamia Newborn Size 2 Mini

Pregnancy/birth service Gold Happy Parents Happy Baby in-person antenatal classes Joint Silver The Birth Chapter by The Bump to Baby Chapter Joint Silver The Bump Plan Pregnancy/nursing pillow Gold bbhugme Pregnancy Pillow Silver Babymoov XXL maternity pillow Pushchair & transport accessory Gold Baa Baby The Original Sheepskin Footmuff Silver Rockit Rocker (Rechargeable Version) Reusable absorbency and period products Silver Lil-Lets Maternity Pantyliners Gold Lil-Lets maternity maxi pads Reusable nappy Gold Bambino Mio, Revolutionary Reusable Nappy Silver Modern Cloth Nappies Pearl Pocket All-In-One Reusable Nappy Range

Home safety product Gold BABYGO Baby Proofing Kit Silver baby plus Baby Safety Gate

Non-fiction/activity book Gold Thames & Hudson Mini Artists: 20 projects inspired by the great artists Silver Mama Makes Books Tummy Time!

Infant car seat (up to 15 months) Gold CYBEX Cloud T i-Size and Base T Silver Joie i-Level Recline & i-Base Encore

Nursery accessory Gold Milk It Baby Playmats Silver Venture All Stars DUO Lite Baby Playpen

Innovation of the year Gold Maxi-Cosi SlideTech Silver Giggly Tots Paciifier Holder Bib

Sleepsuits and pyjamas Gold MORI’s Ribbed Clever Zip Sleepsuit Silver Rosa & Blue Bamboo & Organic Cotton Sleepwear

Nursery/toy storage Gold Le Toy Van Toy Storage Box Silver Obaby Maya Toy Storage

Lightweight stroller over £200 Joint Gold Bugaboo Dragonfly

Sling/wrap Gold Izmi Essential Wrap Silver Izmi Baby Wrap

Organic baby food Gold Lune + Wild: For Baby’s Ready to

Side-by-side buggy Gold Out ‘n’ About Nipper Double V5 Silver Baby Jogger city tour 2 double

Soother & dummy Gold MAM Night Soother Range Silver Dr. Brown’s PreVent Glow in the Dark Soothers Steriliser Joint Gold Vital Baby NURTURE advanced pro UV sterilisers Joint Gold Milton Cold Water Steriliser Silver Dr. Brown’s Steam Bottle Steriliser and Dryer Subscription box or service Gold Monthly Activity Kit from My Mini Maker Silver Kendamil Subscribe & Save Sustainable/eco-friendly product for babies Gold Bambino Mio, Revolutionary Reusable nappy Joint Silver Learn to Walk Plants, hauck UK Ltd. Joint Silver Splash About Happy Nappy DUO Tandem pushchair Gold UPPAbaby Vista V2 Silver Mee-go Uno+ Technology product for babies and families Gold Annabel Karmel’s Baby & Toddler Recipe App Silver LeapFrog LF2936FHD Remote Access Smart Video Baby Monitor Teether Gold Sophie la girafe Original Teether Silver Jellystone Designs Moon Teether Toddler & child food Gold Benji’s Bites “Quick ‘n’ Mix” Toddler Food range Silver Annabel Karmel Frozen Meals for Toddlers & Kids Toddler nappy - sizes 5 and above Joint Gold Mamia Ultra- Fit Size 5 Nappy Joint Gold Mamia Ultra- Fit Size 6+ Nappy Silver Rascal + Friends Premium Nappy Toilet training product Gold Bambino Mio, Revolutionary Reusable potty training pants Silver Splash About Splash Jammers Travel cot Gold Venture Airpod Travel Cot Silver ergoPouch Portable Bassinet Travel system package Gold CYBEX Balios S Lux 10 piece Cloud T i-size bundle Silver My Babiie MB500i Dani Dyer Rose Gold Stone Travel System Weaning & feeding product Gold Babymoov Nutribaby+ 6in1 Food Prep Maker Silver Bibado Dippit Wearable electric/battery breast pump Joint Gold Elvie Pump Joint Gold Momcozy Mobile Style Silver Pippeta Compact LED | Handsfree Breast Pump Wet wipes Gold Rascal + Friends Biodegradable Sensitive Wipes Silver Mamia Extra Sensitive Wipes nursery today

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AWARD WINNING PRODUCTS

ECO MOBIL FOREST

LEARN TO WALK PLANTS

“This lovely looking highchair is well made, good quality and very sturdy. If you are looking for a wooden chair that adapts to different stages and has an adjustable footrest it is a great option.”

Parent tester Natalie

LEARN N EXPLORE

THE ALPHA+ A highchair for life wins the Made for Mums Gold Award Winning the Made for Mums Gold Award in the category “Highchairs under £100.00” solidifies the Alpha+ highchair as an undisputed favorite.

This high-quality highchair is more than just a piece of furniture - itʼs a lifelong companion.

Crafted from sustainable European beech wood sourced from FSC®certified forests, the Alpha+ underscores a commitment to ecological sustainability and environmental protection. Featuring an adjustable seat and footplate, the highchair grows with the child, offering a comfortable seating position at every developmental stage.

adulthood, the Alpha+ is a reliable partner for life. The versatility of the Alpha+ is highlighted by a range of accessories including baby attachments, seat cushions, dining trays, storage boxes and play trays with different toys. These not only enhance functionality but also make the highchair a personalized and unique piece for every home.

Stability and safety are paramount with the Alpha+. Its sturdy construction and floor-protecting gliders ensure stability, while the 5-point harness and crotch harness provide additional security. From infancy to

The Alpha+ is more than just a highchair - itʼs an investment in your childʼs future and in the sustainability of our planet. Discover the Alpha+ and experience how quality, comfort, and environmental consciousness come together in one product.

Sales enquiries contact: info@hauckuk.com www.hauck.de/en

W US FOLLO

ALPHA+ “Highchair under £100”

Made to care, designed for love

feature MADE FOR MUMS

Outstanding features

secures gold!

Axkid’s Minikid 4 has won gold in the esteemed Made for Mums Awards, hailed for its outstanding safety features and comfort.

The Minikid 4 impressively offers extended rear-facing travel for children up to 7 years and passed the rigorous Swedish Plus Test, solidifying its safety credentials. Boasting ample legroom, multiple recline positions, and premium seat padding, it ensures a cosy ride. Its dynamic headrest technology adapts to the child’s size, optimising shoulder strap positioning for utmost safety.

Parent testers praise its versatility across ages and quality construction. Stephanie, testing with children aged 8 months to 5 years, compliments its security, comfort, and premium build, affirming its worthiness of the accolade.

www.axkid.com

Splash About swims to gold Splash About wins gold for Best Swimwear Collection at Made For Mums Awards

Multi-stage/ Longlife Parenting Product

Scooping Gold in the Multistage/longlife parenting product category was the i-Spin XL. Praised by judges and parent testers for being great value for money, easy to install, offering stylish good looks and longevity of use.

The parent tester trialled this seat with her 6 month old and her five year old and said; “The 360 degree swivel on the base makes it really easy to put a baby or child into the seat and the button to make it spin is at the side of the chair so easy to access. Both children were comfortable, well supported and most importantly, safe.”

uksales@joiebaby.com www.joiebaby.com 50

For the second consecutive year Splash About scoops gold for Best Baby & Children’s Swimwear Collection at the Made For Mums awards.

“In the sun or in the water at home or abroad Splash About has your baby covered,” comments Lesley Beach, Finance & Operations Director for Splash About International.

Lesley continues, “Our range is designed in durable fabric, provides UPF50+ sun protection, regulates body temperature and doesn’t fade after prolonged exposure to sun or chlorine, so the beautiful designs stay looking great!”

Splash About won three additional silver awards including Best Eco-friendly Baby Product for its Happy Nappy DUO reusable swim nappy, which negates the need for disposables.

www.splashabout.com

Hygge Sheets Mattress

Protectors Win Gold!

Awarded Gold in the Baby & Child Bedding category, Hygge Sheets help protect children’s beds during nighttime potty training and bedwetting.

Hygge Sheets are 100% waterproof, ensuring a child’s mattress stays dry throughout the night. The mattress protector features super fun designs that a child can sleep directly on top of, making it easy to change during the night. They’re easy to wash, quick to dry, and safe for tumble drying — a must-have for mums!

The judges found Hygge Sheets a worthy winner as they’re loved by both kids and parents! Parent tester Naomi was amazed by its absorbency and said the dinosaur print was a huge hit with her son.

hello@hygge-sheets.com www.hygge-sheets.com

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Kids Mattress Protectors for Nighttime Potty Training and Bedwetting

Available to purchase from hygge-sheets.com or on amazon.co.uk Contact hello@hygge-sheets.com 2EDE\ KDOI SDJH SGI

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feature MADE FOR MUMS

Hippychick

Sweep Up at Awards

Hippychick pride themselves on developing or selecting the highest quality baby and toddler brands and products which align with their values. And they definitely should be proud after not one, but SIX, of their products won at the recent Made For Mums Awards!

Picking up Silver, their Waterproof Mattress Protectors were commended for being “great quality at an affordable price”. The Bumbo Multi Seat won Editor’s Choice and the Bumbo Step ‘N Potty won Bronze for being “smart, space saving, sturdy, well made and comfortable”. TUM TUM won Gold for their Baby Weaning Bundle and Silver for both their Tippy Up Cups AND the Baby Cutlery Set.

Host of awards for

Ickle Bubba

Ickle Bubba is thrilled to have been commended for several of its latest product launches in the Made For Mums Awards.

Winning Silver in the Folding Highchair category, the Flip highchair was praised for ’how easy it was to collapse and just how small the highchair folded down’. The Mini Rocker Crib came out ‘Best for: its compact, lightweight and portable design’ winning Bronze in the Moses basket & Newborn Crib category. Meanwhile, the Aries Auto-Fold Stroller was awarded Bronze in the Compact-fold pushchair category and recommended ‘Best for: automatic fold’. Finally, the best-selling Venus Double Stroller was awarded Bronze in the Side-by-Side Buggy category.

sales@icklebubba.com

Tel: 01278 434440 sales@hippychick.com www.hippychick.com

Another win for

CuddleCo’s Lullaby Cot Bed Mattress CuddleCo’s multi-awardwinning Lullaby HypoAllergenic Bamboo Foam Cot Bed Mattress, was awarded gold in the Made For Mums Awards 2024.

Made with natural bamboo fibre, which have hypo-allergenic and anti-microbial properties, parents can rest easy knowing their baby has a clean and healthy sleep environment. The mattress is dual sided featuring an easy-clean, waterproof training side and on the reverse a natural Bamboo quilted cover. Designed to be the only mattress parents need as their baby grows.

The Made For Mums judges commented on its great quality and clever design, while the parent testers rated it “really great value for money.”

sales@cuddleco.co.uk 52

Gold for the best growalong durable leggings Babbily scooped Gold at the Made for Mums awards for its grow-along kids’ leggings that don’t wear out at the knees.

Babbily was born when a nursery child kept coming home with holes in his trousers, and has become an award-winning business creating the most comfortable and durable leggings and trousers.

Made for Mums testers loved the ergonomic design for sporty kids, adjustable length and waist, and the “phenomenal” quality of Babbily’s organic cotton.

“We believe our grow-along design sets a new standard in sustainable kids’ clothing – and we’re over the moon that other mums agree,” said Babbily founder Elena, herself the mum of two active children.

www.babbily.eu

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10/04/2024 15:55

Rockit are celebrating

another award win!

Rockit, the baby sleep tech company have picked up a Made for Mums silver award for their market leading stroller rocker.

Matt Dyson, Rockit Director comments “We launched Rockit at K+J back in 2017 and little did we know that it would go on to win over 40 awards and become a parenting ‘must have’ all over the world. This is the 6th consecutive year that we have been honoured by the MFM Awards and demonstrates that our strategy to constantly refine and improve our products makes them such a hit!”

Rockit will be launching exciting new products later in the year.

Watch this space!

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www.rockitrocker.com

We

Award winning Mother & Baby feeding essentials.

love tits.

Discover mor more at Pippeta.co.uk For enquirie enquiries email: wholesale@pippeta.co.uk

nursery today

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10/04/2024 15:58

feature MADE FOR MUMS

Four gongs for Red Kite The Red Kite Baby Co are pleased to announce four products received recognition at the recent Made For Mums awards, continuing a long run of success for their range.

Dr. Brown’s

score a hat trick!

Dr Brown’s has been recognised by industry and parent testers in this year’s Made for Mums Awards for providing superior essential products.

Best known for their pioneering anti-colic 100% vacuum-free vent system, which is clinically proven to help reduce colicky symptoms in babies, received Bronze, for its Flora & Fauna designed bottles. In the words of parent tester Eleanor: “They are very well made and built to last; the shape seems more elegant and easier to hold.” The brand also received Silver awards for their PreVent Glow in the Dark soothers and best-selling Electric Steam Steriliser.

Enquires contact Rebecca Atkinson on the below.

rebecca.atkinson@babycentral.co.uk

Their award-winning products consisting of the Baya Bouncer, Snooze Crib, Push Me Astro and the Feed Me Snak 4 in 1 highchair. All of their 2024 award winners are readily available to order and supplement any product selection, both in store and online.

Tel: 01454 526 555 www.redkitebaby.co.uk

Five awards for Obaby Obaby are delighted to scoop up Five Awards in the MFM Awards 2024.

Winners included The Maya Cot bed taking the top spot for the 3rd year running, The Evie Cot Bed, Madison Chair, Maya Toy Storage and Moisture Management Mattress.

The clean lines and modern design associated with Scandinavian living were the main inspirations when Obaby created the Maya Cot Bed. The Maya Cot Bed grows with little ones. When it is time to change to a “big bed” the included toddler rail offers much needed reassurance for parent and child and is easy to remove in the future.

www.obaby..co.uk

Full of innovation Shining bright My Babiie shines bright at the 2024 Made For Mums Awards, scooping up three prestigious honours.

The My Babiie MB500 3-in-1 Travel System earns the coveted Silver Award for Best Travel System, a testament to its versatility and functionality. The Deluxe Changing Bag follows suit, securing the Bronze Award for Best Changing Bag, recognised for its stylish design and practicality. Adding to the triumph, the MBX5 Compact Stroller clinches the Bronze Award for Best Compact Stroller under £150, showcasing My Babiie’s commitment to affordability without compromising quality. These accolades reaffirm My Babiie’s dedication to crafting innovative and parent-approved childcare solutions.

info@mybabiie.com | www.mybabiie.com 54

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Maxi-Cosi scooped three prestigious awards at the 2024 MadeForMums Awards, securing two Golds and a Bronze.

Maxi-Cosi won Gold for Innovation of the Year with their SlideTech innovation – a world-first feature allowing easy sliding and rotation of the car seat, hailed for its ergonomic design and ease of use for parents. The Mica 360 Pro also took Gold in the Multi-Stage Car Seat category for its exceptional quality and ease of adjustment. The Pebble 360 Pro & FamilyFix 360 Pro base earned Bronze for Best Infant Car Seat, which was recognised for its sturdy yet lightweight construction and innovative design.

www.maxi-cosi.co.uk

10/04/2024 15:59

Two gongs for

Shnuggle Wee did it!

Shnuggle is thrilled to have secured two awards with Made for Mums 2024 including a GOLD award in ‘Baby Bathtime Product or Accessory category for the Ellie Bath Toy Drying Caddy.

Cleverly designed, Ellie’s cute elephant design allows parents to comfortably and easily scoop up bath toys after bath time and allow the water to drain away from the bottom of the caddy. Demand has been high for Ellie since the award win and a shout out from Mrs Hinch! In addition, Squishy scooped Bronze in the ‘Changing Mat’ category. Made from a warm foam, it ensures a room temperature surface, keeping baby cosy and more comfortable during changing. A slight incline helps with reflux and slightly raised sides add safety.

The addition of new colourways has made Squishy a firm favourite with parents!

www.shnuggle.com

Kiddiwhizz secured gold.

Although Kiddiwhizz is run single-handedly by Whizzer-Inventor Zoë Chapman, the solo Founder said that getting the Gold Award for Best Travel Product from Made For Mums was a team effort by the thousands of parents who had supported her journey from launching this innovative portable toilet with little more than an Instagram account and the drive of a Mothers’ need.

Knowing that millions of parents’ struggled on-the-go with kids needing the toilet at a moments’ notice post potty training was what took the Whizzer from an idea to a must-pack hack featured on Dragons’ Den and used by celebrities like Giovanna Fletcher.

www.kiddiwhizz.com | sales@kiddiwhizz.com

Three accolades for

Pippeta Covering everything for baby and parents when it comes to feeding, leading brand Pippeta was recognised in the Made For Mums Awards with three accolades.

Receiving a Silver award for the Pippeta Compact LED Handsfree Breast Pump in the ‘Wearable electric/battery breast pump’ category, reinforces the product as a premium pump without the premium price-tag. A second Silver award went to the Pippeta Milk Storage Bottles, Teats & Lids in the ‘Baby Bottle’ category, whilst their much-heralded Pippeta Silver Nip Cups, won joint Bronze in the ‘Breastfeeding Product’ category. All were recognised for their ease-of-use, quality and design, effectiveness and value for money.

www.pippeta.com nursery today

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10/04/2024 15:59

Spotlight Sun, Sea & Sand

With the summer season upon us soon, Nursery Today shines the spotlight on products suitable for families looking to book their vacations or staycations, all of which are available to order now.

Instant sun protection Babymoov’s bestselling high protection 50+ UPF UV tents range are back for the summer season to help parents provide instant sun protection for infants from birth - on holiday, by the pool, at the beach and in the garden.

Roll, scrunch,

Discover the multi-age and multi-purpose tent range including the classic pop up tent, the pop up UV baby playpen and the pop up UV paddling pool. The best-loved pop up tent features a fine mesh zipped front to protect from bugs and mosquitos, as well as mesh ventilation panels at the back of the tent to allow comfortable air flow in the warmer temperatures.

sgreensall@babymoov.com www.babymoov.co.uk

squash, fold!

Scrunch is designed specifically to make travelling and storage easy.

Goodbye to rigid plastic buckets, balls that cannot be packed into hand luggage, and hard plastic sand moulds – hello to rolling and scrunching, to folding and squashing these amazing products into very small spaces!

Roll them, fold them, scrunch them – pop them in your luggage. Their award-winning Scrunchbucket is the original recyclable, reusable, bucket for life. Made from 100% silicone which is derived from sand, they are environmentally friendly, recyclable and reusable. Squash them in your pocket, squish them into the corner of a suitcase and contribute more to the environment too.

Tel: 07788547836 | kay.glennie@scrunchkids.com

Summer ready with Splash About Get your baby set for summer with Splash About’s Happy Nappy Sunsuit!

Splash About’s award-winning Happy Nappy Sunsuit is a must have for babies and toddlers in the summer heat. The unique design combines the brand’s best-selling Happy Nappy swim nappy with a UPF50+ sun protection rash top for 2-in-1 protection in and out of water!

Made from lightweight Nylon Lycra, the soft, stretchy sunsuit body is designed to keep little ones cool while three-quarter sleeves and a high neck protects young skin from the sun’s harmful rays. In the water, the form-fitting neoprene Happy Nappy provides maximum protection against unwelcome faecal leaks.

Practical and perfect for the beach and pool! Suitable for 3-24months.

www.Splashabout.com 56

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Liki Trike is the ultimate portable travel solution The 5 in 1 Liki Trike S5 has a unique small-fold mechanism allowing it to easily fit in the boot of the car and most airplane overhead bins, meaning parents can take it wherever they go!

The Liki Trike is the perfect stroller alternative for curious toddlers who are eager to take in their surroundings, whether they’re riding through the park or along a seafront promenade. With 4 different modes of use, the trike transforms to match growth and motor skill development.

The trike features a UV 50+ sun protection canopy that’s ideal for sunny trips and a cupholder for toddlers to keep their drink close by.

Got it covered The Red Kite Baby Co offer a lightweight parasol with a universal clamp that will fit most pushchairs and strollers.

Red Kite’s Parasol boasts multi directional adjusting ensuring you can shade baby from strong sunshine and also helps overheating, additional protection includes a UPF 50+ lining fabric to keep babies safe on those … rare… sunny days.

Tel: 01454 526 555 sales@redkitebaby.com

sales@cuddleco.co.uk

Roll them, fold them, scrunch them – pop them in your luggage Scrunch is designed specifically to make travelling and storage easy. Goodbye to rigid plastic buckets, balls that cannot be packed into hand luggage and hard plastic sand moulds – hello to rolling and scrunching, to folding and squashing our amazing products into very small spaces!

Roll them, fold them, scrunch them – pop them in your luggage. Our award-winning Scrunch-bucket is the original recyclable, reusable, bucket for life. Made from 100% silicone which is derived from sand, they are environmentally friendly, recyclable and reusable. Squash them in your pocket, squish them into the corner of a suitcase and contribute more to the environment too – what’s not to love about Scrunch!

Scrunch Kids

www.scrunchkids.com | 07788547836 | @scrunchkidsuk nursery today

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10/04/2024 16:03

new!

Sponsored by

The brand that parents trust sales@clippasafe.co.uk

Revolutionary Practical multi-stage car feeding seat This revolutionary multi-stage car seat is designed to adapt from birth (with a removable newborn inlay) to 12 years, ensuring safety and comfort at every stage.

Featuring ground-breaking FlexiSpin technology for effortless 360° rotation and four recline positions, it offers optimal convenience and support on the go.

Crafted sustainably with an Eco Care padded seat from 100% recycled materials, it promotes eco-conscious parenting without compromising quality. With a plush headrest offering nine adjustable positions and G-CELL Side Impact Technology for unparalleled protection, it prioritises your child’s safety and growth. www.maxi-cosi.co.uk

with The Feed Me Nom Nom

This practical new booster seat from Red Kite Baby can be fitted onto a chair to feed at the table and can also be used on the floor as a first chair for toddlers.

Suitable from 6 months of age as a booster and floor seat and then from 12 months upwards as a toddler chair. The Feed Me Nom Nom can fold easily to use as a travel chair and features a handy carry strap. The compact folded size also means storage is easy. The feeding tray is practical to clean away those messy mealtimes and has two adjustable positions plus the wipeable PU leather seat liner is especially useful for cleaning. The Feed Me Nom Nom grows with your child with the adjustable three height positions in both booster and floor seat modes. sales@redkitebaby.com Tel: 01454 526 555

First toys filled with

stimulating contrasts Explore Done by Deer’s line of baby toys created specifically to enhance and stimulate babies’ visual development through high contrasts and enjoyable colours. The engaging range of toys is decorated with captivating contrasts and graphics.

The toy designs play a vital role in aiding little one’s development. Newborns developing sight can perceive the toys’ high-contrast patterns of dots and stripes in varying shades of light and dark.

As children grow, the toys facilitate the progression to more complex patterns, like playful confetti sprinkles and colourful motifs.

Let the Deer friends accompany little ones on a journey of learning through play.

Contact Gwen Peacock for more information. +44 7876 150 729 gwen@donebydeer.com www.donebydeer.com

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new!

The brand that parents trust sales@clippasafe.co.uk

Sponsored by

Comfort and safety Giving Introducing the latest innovation from My Babiie: the compact Group 23 i-Size car seats, designed to cater to children’s comfort and safety from 100cm to 150cm (approx.

4 to 12 years).

Compliant with the latest R129/i-Size standards, these seats undergo rigorous crash and safety testing for peace of mind. Available in three stylish fashions, equipped with ISOFIX connectors, and featuring a simple seat fold function with a convenient carry handle, transporting little ones has never been easier. My Babiie’s commitment to quality ensures that children travel securely and comfortably on every journey. info@mybabiie.com | www.mybabiie.com

mums

flexibility MAM proudly launched their first ever wearable breast pump – MOVE.

MOVE provides hands-free movement and the modern and discreet design fits perfectly inside bras, without tubes or wires, giving Mums the flexibility they need. MAM recognises one size does not fit all, so MOVE includes 3 soft and flexible funnel inserts for maximum comfort. With 3 different modes which have 5 different intensity levels, the pump helps Mums get the most out of expressing. The ‘stimulation mode’ perfectly mimics baby’s natural sucking behaviour and stimulates the milk flow, and the ‘expression mode’ enables efficient expression, with the MAM Move Wearable Breast Pump being able to collect up to 150ml (5 oz) per pump.

MOVE also features a discreet function, for extra peaceful pumping. The pumps milk collector incorporates a clever self-sterilising function.

Simply add water and pop it in the microwave to ensure the collector is germ and bacteria free. www.mambaby.com

Raising the bar on

safety

Introducing Joie’s latest high-backed booster, under the working name irvana R129, a ride that raises the bar on safety and is ready for any growth spurt from 15 months all the way to 12 years.

Suitable from 76-105 cm (approx. 15 months to 4 years using the harness mode and from 100-150 cm (approx. 3.5 to 12 years) using the vehicle seat belt, irvana R129 is easy to install using the handy ISOFIX connectors, with the added security of a top tether when in harness mode.

Irvana R129 is tested to the R129/03 safety standard with side impact testing as standard and meets i-Size certification in the forwardfacing belted booster mode. The one handed 15-point Grow Together headrest and harness adjusts simultaneously to adapt to all their growing needs. uksales@joiebaby.com www.joiebaby.com

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BPA notice board If your company is a member of the Baby Products Association and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

Baby Products Association

announces restructuring The UK’s trade association for the baby products industry announces the resignation of its managing director, Robert Anslow, and a complete management restructure.

Marc Hardenberg, chair of the Baby Products Association explains, “Robert has been an important figurehead for the Association for many years and has contributed hugely not just to the organisation, but to the nursery industry as a whole. We are hugely grateful for his valuable input and wish him all the very best for the future.”

The Association’s new management team consists of Julie Milne (General Manager), Marc Hardenberg (Chair), Phil Howe (Vice Chair), Rachelle Harel (Treasurer) and Christine Scippo (Membership & Marketing).

www.b-p-a.org

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Going forward, the Association’s executive committee will take on more of a hands-on role creating a management team to assist in the day-to-day running of the association. Julie Milne, who has worked with the Association for many years, has been appointed to a new position of General Manager and will continue to be the first port of call for members and industry partners alike.

The Association’s new management team consists of Julie Milne (General Manager), Marc Hardenberg (Chair), Phil Howe (Vice Chair), Rachelle Harel (Treasurer) and Christine Scippo (Membership & Marketing).

The Baby Products Association’s current executive committee consists of: Marc Hardenberg (Majuma); Phil Howe (Peg Perego); Rachelle Harel (RH Sales & Marketing); Luke Burns (Columbus Trading); Andy Crane (BabyStyle); Sonia Kelly (Mamas & Papas); Richard Bamforth (UPPAbaby UK); Grainne Kelly (Bubblebum); Mike Chapman

(East Coast); Helen Robinson (Hauck Group), Selina Russell (Cheeky Rascals), and Mitch Levene (Green Sheep Group).

Marc continues: “The restructuring of the Baby Products Association offers the opportunity to revitalise its position in the industry. We remain committed to ensuring the safety of children and will continue to help shape the future of safety standards and lobby for change in support of the industry. However, we also hope to diversify and grow our membership by opening up new avenues to industry partners such as service providers, retailers and agencies.

“In coming months we will be formulating new opportunities and welcome input from potential industry partners who would like to get involved.”

The Baby Products Association looks forward to welcoming new members, which supports its important work for the industry.

Principal benefits of membership include the opportunity to influence the content of British, European and International standards through the Association’s representation on BSI, CEN and ISO committees; participation in the Association’s experts committees and working groups and benefit from discussions and recommendations; be associated with publicity initiatives including joint research projects and lobbying groups; preferential rates for testing, BSI and CEN Standards; access to technical support and product safety information; a free business support helpline, plus discounts and preferential rates for various industry services.

For more information visit www.b-p-a.org where you can download the 2024 membership pack.

Going forward, the Association’s executive committee will take on more of a hands-on role creating a management team to assist in the day-to-day running of the association.

nursery today

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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.

CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABY WERELD N O R W A Y B A B Y, H O B B Y & L E K E T Ø Y POLAND BRANŻA DZIECIĘCA S P A I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com

The Baby Products Association

Management Team Julie Milne General Manager

Julie has worked for the Association since 2006, first providing administrative support and progressing to involvement with the Association’s technical work on BSI, CEN and ISO Committees as well as the Association’s own Technical Committee. Julie is now the primary contact for any queries regarding safety matters and strives to ensure that the safety of children remains at the heart of the Association’s work.

Marc Hardenberg Chair

Marc is CEO of Majuma Ltd (Nursery Management Consultancy) and chair of the Baby Products Association with over 25 years’ experience in the baby products industry. He is a specialist in international & UK business development and is committed to enhancing the value and purpose of the Association to its members.

Christine Scippo Membership/ Marketing/PR A journalist by trade, Christine previously led the marketing activity for several industry trade associations and a national charity with responsibility for complete rebranding; and the role of editor for specific interest (trade) magazines. She joined the Baby Products Association’s team as marketing manager in 2008 and continues to support both this and other companies in the nursery sector.

Rachelle Harel Treasurer

Industry veteran, Rachelle Harel runs business consultancy agency RH Sales & Marketing Ltd and represents small and mid-sized companies on the committee.

She serves on the exec as Treasurer.

Phil Howe Vice Chair

Has been the Country Manager (UK & Ireland) for Peg Perego since March 2016, and has been involved in the industry since 1993 holding various positions for the following companies during this time. Joie – UK Sales Director Years (2014 to 2016), Chicco 11 Years (2003 to 2014), Mamas & Papas 10 years (1993 to 2003).

Retail Background before joining the industry having worked with John Lewis Partnership and Boots.

2

Save the date!

The Baby Products Association’s AGM will take place in central London on Wednesday 19th June 2024. All members are welcome and more information will be communicated nearer the event.

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eco-friendly/sustainable products

April 2024

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contents the team Editor

Penny Franks penny@lemapublishing.co.uk

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd

6

COVER STORY The Baby Jogger City Tour 2 Stroller, Eco Collection, folds up small for big adventures. Now with soft eco fabrics made from recycled materials, thoughtfully designed to help our planet.

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

8

ECO PRODUCTS Folk & Thread, Done by Deer, Bigjigs Toys

9

ECO PRODUCTS CuddleCo, Maxi-Cosi, Babymoov

10 ERGOBABY How one brand is rising to preserve the planet for future genertions 12 RETAILER INTERVIEW Nursery Today’s Editor, Penny Franks caught up with independent nursery retailer Natural Baby Shower’s Co-Founder Victoria Hampson to gain a better insight into the ethical mindset of the business.

EcoContents.indd 1

14 ORGANIC BABY AWARDS Nursery Today’s Editor, Penny Franks had the privilege of chatting with Mimi Montgomery-Tibber, the founder behind The Organic & Sustainable Awards - a pioneering awards initiative in the baby industry.

16 JANOD The Janod wooden toy collection, which is created in partnership with WWF, aims to educate on the importance of protecting our planet.

18 INTERVIEW Penny Franks had the pleasure to catch up with Ergobaby’s UK & Ireland’s Key Account Manager, Claire Morris to gain further insight into how the business is currently protecting future generations.

20 SPLASH ABOUT Ditch the disposables with Splash About’s eco-friendly baby swim essentials.

20 BEBEBRANDS Bebebrands 100% organic cotton Infant Insert will keep any little traveller safe and secure starting at birth.

21 ECO PRODUCTS Hippychick 22 ECO PRODUCTS Maxi-Cosi, Gaia Baby, Joie 23 FANFINDERS FanFinders CCO and cofounder Adam Gillett takes a look at how today’s parents view brands that prioritise the planet.

11/04/2024 14:50

editor’s

letter

W

elcome to our April Eco Supplement where we highlight in one handy section a host of products that are available to order now.

In today’s world, modern parents are not only concerned about the safety and comfort of their little ones but also about the environmental impact of the products they choose. From car seats and prams to nursery furniture and infant toys, there’s a growing trend among parents to scrutinise the fabrics and materials used in these essential items.

This shift in consumer behaviour has prompted many brands to move focus on their manufacturing processes and carbon footprints.

One of the key areas of focus for environmentally conscious parents is the materials used in baby products. Traditional materials like plastics and synthetic fabrics are being replaced with eco-friendly alternatives such as organic cotton, bamboo, and recycled materials. Brands are increasingly turning to innovative solutions, such as using recycled bottles to create fabrics for car seats and wheeled goods. This not only reduces the demand for new raw materials but also helps to minimise waste by giving plastic bottles a second life.

Whilst on the subject of recycled fabrics, you will have spotted that the cover star to this supplement is Baby Jogger. This popular nursery brand has taken steps to ensure they meet the demand for products that have sustainability at their heart, with their newly introduced Baby Jogger City Tour 2 Stroller Eco, which includes soft eco fabrics made from recycled materials, thoughtfully designed to help our planet.

Turn to page 6 to find out more.

Nursery brands are also paying closer attention to the design and innovation of their products while keeping sustainability in mind and are creating products that are not only safe and functional but also stylish and eco-friendly. From sleek and modern nursery furniture made from FSC certified wood through to innovative toys crafted from recycled plastics, there’s a growing demand for products that seamlessly blend style with sustainability.

The shift towards sustainable baby products isn’t just driven by consumer demand; it’s also a reflection of the growing awareness within the industry about the importance of environmental conservation. Nursery brands are recognising the need to adopt more eco-friendly practices throughout their supply chains, from sourcing materials responsibly to reducing carbon emissions during production and transportation.

Within the pages of this supplement, you will find products covering wheeled goods, furniture, car seats, infant carriers/slings through to toys!

4

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Cover Story Baby Jogger

Baby Jogger City Tour 2 Eco The Baby Jogger City Tour 2 Stroller, Eco Collection, folds up small for big adventures. Now with soft eco fabrics made from recycled materials, thoughtfully designed to help our planet.

The City Tour 2 Eco is the ultimate stroller for travel, with an ultra-compact, one-step fold and included carry bag, making it easy to store and carry on their travels.

Weighing only 6.5kg making it easy to manoeuvre and lift, especially in crowded places or on public transport. Despite its lightness, the City Tour 2 doesn’t skimp on features. Baby rides comfortably with multiple recline positions, a UV 50+ canopy with magnetic

peekaboo window, included belly bar, and a comfortable padded seat.

The new Harness Assist technology allows you to adjust the fit of the harness without having to re-thread—a major win for on-thego parents.

A seatback phone pocket and large storage basket offer convenience for parents, holding up to 5 kg of your essentials, such as diapers, snacks, toys, and more.

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85% smaller than when it’s unfolded!

It’s also one of the only ultra-compact strollers with adjustable calf support to help keep your growing child comfortable.

Pair the City Tour 2 with any Baby Jogger carry cot for a smooth ride from birth (adapters and carry cot sold separately).

Baby Jogger also offer their lifetime warranty on the frame so you can enjoy your stroller for years to come.

With the City Tour 2 Eco, you’re ready for travels near and far and everyday adventures with your child.

For more information simply contact the below: babycareuk@newellco.com Eco/Sustainable nursery today 7

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Focus Eco Products

Good Choices + Doing Good =

Better Sleep For Everyone Folk & Thread are making waves as the newest Baby Sleep Bag brand in the UK. They have already scooped the Gold Award for Best Baby Sleep Bag and the bronze award for Best Eco Product at the Made For Mums Awards 2024.

Their baby sleep bags, blankets and sheets are all sustainably made from organic cotton by fairly paid skilled workers in India. They threw out the rule book when it came to packaging design, moving away from the material heavy boxes and wraps currently popular amongst baby sleep bag brands and opting instead for an eco friendly gift wrap of ribbon and recycled card tags.

The brand is looking after people as well as the planet, with a partnership and donation programme in place with The Lullaby Trust, so that every time a parent buys from Folk & Thread they can sleep better, knowing they are helping babies in need.

To get in touch contact hello@folkandthread.co.uk www.folkandthread.co.uk

Once upon a time I was a plastic bottle

Done by Deer’s waterrepellent changing backpack provide you with space to bring everything you need for your little one and yourself.

The changing backpacks are made of recycled polyester made from 38 PET bottles and combine great design with functionality and long-lasting design.

Done by Deer likes the thought of reducing waste and instead, giving plastic bottles new life by turning them into useful new products. The changing backpacks are not only a practical accessory for on-the-go diaper changes – it’s also a stylish addition to any parent’s outfit and is available in many different colours.

Tel: 07876 150 729 gwen@donebydeer.com www.donebydeer.com

Backing the eco

movement

Bigjigs Toys is 100% behind the eco toys movement and believes it must do all it can to lessen its environmental impact.

This family-run brand has been crafting sustainable toys for almost 40 years, but has recently ramped up its efforts with a commitment to craft all of its wooden toys from ethically sourced FSC Certified wood by the end of the year.

What’s more, Bigjigs Toys has expanded its eco-friendly Simply Scandi range with a collection of unique wood and silicone toys. Favourites include its Moon Balance Stacker, Arctic Cog Puzzle, Bath Animals, Squirrel Ramp Sorter, and stunning Simply Scandi Kitchen.

www.bigjigtoys.co.uk

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The natural choice for the nursery The CuddleCo Aria Furniture Range is handcrafted from rattan, a natural, sustainable material, native to Indonesia.

Part of the Palm family, rattan grows all year round and regenerates quickly after being harvested. It can be sourced without harming the tree, meaning furniture pieces can be made again and again from the same plant.

Durable yet lightweight, rattan is solid all the way through, and is one of the strongest natural materials to use for furniture, making it the perfect sustainable choice for the nursery.

sales@cuddleco.co.uk

Su sta ina ble Recycled comfort Cocooned in the soft supportive newborn pillow, baby will be nestled in luxurious comfort from day one with the Kori Rocker which is made of 100% recycled fabrics.

baby care range

Babymoov are set to expand their baby care & hygiene range and launch a fresh new baby care accessories kit this Spring in a travel-friendly size and stylish neutral colour palette.

With its super-padded newborn inlay and three recline positions, little one can either lie back and relax or sit more upright and take in all the action happening around them. Either way, Kori’s stimulating toy arch overhead will keep baby entertained.

As the child grows, the adjustable, cushioned 3-point harness will ensure they stay safely in place – whether they’re energetically rocking backwards and forwards or relaxing just before a nap. From newborn to 2 years old (15kg), they’ll be super-comfortable lying on premium 100% recycled fabrics.

sgreensall@babymoov.com

www.maxi-cosi.co.uk

www.babymoov.co.uk

Including nine essential baby care accessories, the Babymoov Grooming Kit case ‘Sand’ which is made from high quality, sustainable 100% recycled polyester is the perfect comprehensive baby toiletry case for home and on the go and a must-have gift for new parents.

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Focus Ergobaby

Talking sustainability

with Ergobaby How one brand is rising to the challenge of protecting our planet An increase in consumers valuing sustainability is observable across the whole Nursery industry. Parents have a greater motivation than most to make sustainable choices - to preserve the planet for their children. Retailers who offer sustainable options risk missing out on a lucrative opportunity, especially considering the ever-increasing purchasing power of those generations who prioritise sustainability the most.

Baby carriers are no exception and at Ergobaby, caring for babies and caring for the planet go hand in hand. The brand is committed to reducing the environmental impact of making products through better designs, more sustainable raw materials, innovative manufacturing techniques, and simplified packaging. Here’s how they’re doing it.

Sustainably sourced materials and responsible manufacturing

Plastic waste is a top environmental concern. Ergobaby has not only embraced sustainable packaging solutions, using recycled materials and minimising excess packaging but also currently makes two products primarily from post-consumer recycled polyester. This utilises plastic already in existence, reducing waste, and eliminating the impacts generated by making new, virgin materials.

The Aura Wrap Mesh is made from 93% recycled polyester comprising 36 plastic water bottles. Its lightweight fabric is

breathable and moisture-wicking, keeping baby and wearer cool and dry whilst snuggled close.

Ergobaby’s Aerloom is a first-of-its-kind baby carrier made to move, stretch, and fit parents’ daily lives. Its innovative FormaKnit fabric is made of post-consumer recycled polyester (certified by Global Recycled Standard) and each Aerloom carrier utilises up to 26 plastic water bottles. But that’s not the only thing that makes Aerloom special. Each carrier is finished in one piece on specialist 3D knitting machines, which reduces material waste going to landfill and saves on the resources used/impacts generated making wasted material. The buckles and sliders are Bluesign certified, meaning they are produced under water and energy-saving circumstances and generate particularly low air emissions.

Aerloom is also made in small quantities to avoid excess inventory and each carrier comes in a recyclable shipper box; no extra packaging necessary.

The knitting process also benefits consumers in everyday use. Consumers are unwilling to compromise on other drivers for purchase when making sustainable choices so eco-friendly baby carriers always need to be functional, ergonomic and both easy and comfortable to use. Aerloom’s innovative, seamless knit design redefines comfort by stretching and shaping to fit the unique contours of the wearers’ body, creating a supportive, ergonomic, custom fit for both parent and baby. It is also incredibly

lightweight and breathable: Aerloom is one of the lightest carriers on the market at 660g and the mesh panels create built-in airflow for maximum breathability. Clever features like a lumbar support waistbelt with a discreet pocket for essentials further demonstrate Ergobaby’s understanding of what consumers want and need from a baby carrier.

And it’s not just plastic that can be utilised to create simultaneously sustainable and functional materials. The Ergobaby Aura Wrap Knit is made from 100% Tencel Lyocell fibres produced from sustainably sourced wood. It is certified biodegradable and is created in a closed-loop production process that recycles 99% water and solvent. The fabric is naturally soft and gentle on newborn skin, and is both supportive and stretchy, giving parents a safe, comfortable place to keep baby close.

Longevity

The rising cost of living is also influencing sustainable choices with consumers willing to pay more for longer-lasting products1. All Ergobaby carriers and wraps come with the 10-year ErgoPromise Limited Lifetime Warranty, which provides a limited warranty against manufacturing defects in materials and workmanship for the lifetime of the product, subject to certain conditions, demonstrating Ergobaby’s commitment to quality and durability.

Aerloom and Aura Wrap, Ergobaby continues to search for more sustainable materials to replace their current selections.

They’ve hired external consultants and surveyed employees and customers to determine what will be the most meaningful changes they can make to their materials for both the planet and parents.

They look forward to offering more products with smaller environmental footprints in the future.

Further information contact: Claire Morris, Key Account Manager UK & Ireland cmorris@ergobaby.co.uk 1 The Sustainable Consumer 2023, Deloitte

Looking ahead

Following the success of both the

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MADE FROM

87%

POST CONSUMER PLASTIC

SUSTAINABLE Each carrier utilises up to 26 plastic water bottles Bluesign® certified buckles & adjusters

FLEXIBLE FIT Stretchy & supportive FormaKnit™ material gives a custom, ergonomic fit for both wearer and baby Easy seat adjustments for baby to face inward or outward

LIGHTWEIGHT One of Ergobaby’s lightest carriers at just 660g

BREATHABLE Mesh panels create built-in airflow for maximum breathability

Aerloom Baby Carrier in Tourmaline, part of the NEW Aerloom Gemstone Collection

For more information, please contact Claire Morris - Key Account Manager - UK & Ireland

cmorris@ergobaby.co.uk

Retail focus Natural Baby Shower

Ethically

minded Victoria Hampson

Nursery Today’s Penny Franks caught up with independent nursery retailer Natural Baby Shower’s CoFounder Victoria Hampson to gain a better insight into the ethical mindset of the business.

Would you consider yourselves as being an ethical nursery retailer?

At NBS, we would consider ourselves an ethically conscious retailer. We are always on the hunt for the safest, most sustainable, and stylish baby and parenting products, and only work with brands who operate ethically, with environmentally friendly processes. We were built on the dedication to make the world that little bit greener for our children to grow up in.

We operate on the basis of ‘best for baby, best for parent, best for planet.’

When it comes to babies, it is imperative that we do right by them first and use materials and safety standards of the highest quality. This means that sometimes, baby and parent must come before planet, but we will always strive to do right by all and seek out the brands who have managed to find a good balance.

How important is it to you as a business to highlight this to your customers?

It is extremely important that we as a business highlight our mission and values to our customers. With so many brands and retailers out there offering the same or similar products, our

commitment to sustainability is what makes us special. We care about our planet and our people, and we want parents to know this.

Do you feel that more nursery brands are adapting their own ranges or launching new products when we look at eco-friendly products?

We are certainly starting to see more and more nursery brands launch eco-ranges which is fantastic, it’s amazing to see so many companies start to rank sustainability higher up on the priority list.

For example, baby sunglasses brand and NBS partner, Babiators, have just launched a new Eco range, where all their glasses are made from recycled plastic bottles. In recent years we also saw the brand Joie release their Cycle Collection of Car Seats made from 100% recycled deluxe plastics.

The more brands who start investing time and effort into the sustainability of their products and services, the more the nursery and baby industry has the chance to become a force for good.

This isn’t a tick box exercise now, this is our children’s future.

At present, do you feel that

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there are sufficient nursery products across the various categories available that carry eco credentials?

Compared to what it was like when we started NBS 17 years ago, there are so many more brands and products that carry eco-credentials, but there are still not enough. The more brands that start to place sustainability at the heart of everything they do, the better.

We are an essential retail space; the need will always be there. In the UK, there are around 667,000 babies born every year, and it is estimated that the UK baby equipment market has a carbon footprint of 250,000 tonnes CO2e. If every nursery brand started looking inwards and asking themselves where they could do better, whether this be with their packaging, communications, manufacturing, or the materials they use, we could start to make a real difference and watch that footprint shrink.

So, I think we have come a long way in the last 10-15 years, but there is a long way to go yet, as with any industry.

How do you draw attention to brands that you stock to highlight these to your customers that carry some form of eco-friendliness?

We will always include detailed descriptions on every product page, including information about the materials they are made from and if there are any other eco-facts about them. For each brand we also curate brand spotlights that tell their story in detail, with information around how they began, their values, and their sustainability initiatives.

We use our content on social and our blog to communicate any new product ranges or initiatives to keep our customers informed.

We also have a sustainability page on

our website which lists all of our top eco-friendly brands and collections.

What about price. Are your customers happy to pay a little extra for products that have eco-credentials?

Since we started NBS, we have noticed that parents who are interested in shopping for organic and ethical products, don’t mind paying that little bit extra when they know the benefits it will have for the environment. However, we are aware that times are tough for many families with the current economy and cost-of-living crisis.

I think that this comes inherently when you are a parent, you want what’s best for your baby and won’t mind paying more to get it, this is no different with eco and organic products.

Ultimately, products that are best for the planet will be best for baby in the end, safeguarding their future.

As a business how do you manage your own carbon footprint?

As part of our promise to deliver the best service we can, we also vow to reduce our waste. From reducing our use of paper with innovative logistics technology, to avoiding single use plastics, we also implement energy saving practices. All our packaging is sustainable and recyclable, and we only use the essential amount, with no space waste inside boxes.

We always focus on our green shipping options to avoid part-shipping, and work collaboratively with brands that support our mission and give back to charities. We focus on the future, and aim to work with our suppliers, delivery operators and internal team to create a supply chain that is as planet friendly as possible.

Our new offices are top-of-the-range,

energy efficient and filled with high quality, sustainable furniture made from recycled materials wherever possible.

The offices comply with the BREEAM standard for best practice in sustainable building design, construction and operation. BREEAM measures a building’s environmental impact across ten categories including energy, water, waste, pollution and transport.

We will always strive to make improvements to our eco-initiatives and implement positive change wherever we can.

Do you feel that new parents are now looking more closely at the fabrics, ingredients of skincare and materials used within items for baby and infant products?

I believe that parents are becoming more aware of the materials and ingredients used when manufacturing baby products.

I think with so many options out there for parents now, it can be quite overwhelming trying to differentiate between multiple brands and products.

But when there are products made by responsible brands, from organic and sustainable materials, suddenly there’s a USP to help sway them towards a purchase that they know will make a positive impact.

As a parent, you would do anything in your power to ensure your little one has a bright, healthy, and happy future.

with local eco initiatives. Most recently, our warehouse team got involved with a local litter picking event with Bracknell BID. Our sister brand Merino Kids has an initiative where there is one tree planted per order, so far NBS, partnered with Merino Kids have managed to plant 1382 trees which is amazing.

We are always on the lookout for new opportunities to be involved with and we have more coming this year that we are really excited about.

Do you feel that products that offer eco-credentials will experience a rise in popularity or will become an element that parents will eventually expect to be included when making a purchase?

I think that parents today are much more aware of the impact they have on the environment in every aspect of their life, and being a parent can feel so wasteful sometimes. Your baby grows so quickly, they outgrow their clothes, toys and furniture, families are becoming much more aware of how this effects their environment and I predict that soon parents will expect to see more brands not only communicating their sustainability credentials, but substantiating them too. And with new sustainability regulations and reporting standards coming into effect all the time, soon I think brands won’t have a choice.

Do you run any schemes that support recycling or environmental issues, or any particular eco initiatives? If so, how have these been received by your customers and implemented by yourselves?

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Interview The Organic & Sustainable Awards

Awarding sustainability Nursery Today had the privilege of chatting with Mimi Montgomery-Tibber, the founder behind The Organic & Sustainable Awards - a pioneering awards initiative in the baby industry.

What inspired you to start an awards company focused on sustainable products?

The inspiration to start The Organic & Sustainable Baby Awards actually came from my own experiences as a parent, paired with my professional background.

I wanted to create a platform where parents could easily find safe, sustainable and eco-friendly products for their little ones, and create a platform to celebrate the brands that were making a real difference within this space.

What is the specific entry criteria for The Organic & Sustainable Baby Awards, and what types of products are eligible to enter?

Our entry criteria is flexible, which allows us to embrace some really innovative ideas. Whilst most of the products that we consider tend to be made in an eco-conscious way and use organic or sustainable materials, we’re also open to more unique approaches to sustainability. For instance, we once received a winning entry from the New Zealand based brand ‘Honu’ who produce a plastic bath toy, which on face-value isn’t an obvious fit for our awards. However, this particular brand stood out because they crafted their product from discarded fishing nets, essentially removing and recycling ocean plastics whilst creating something fun for kids. It was such a brilliant idea that perfectly blended creativity and sustainability, showing us that even unconventional products can make a positive impact on our planet.

How do you see the role of sustainability evolving in

the baby industry in the near future?

We foresee sustainability becoming increasingly integral to the baby industry, with consumers seeking out greener options and companies adapting to meet these demands. We can expect to see more emphasis on responsibly sourced materials, reduced carbon footprints, and transparent supply chains throughout the industry. We anticipate a surge in eco-friendly innovations and a shift towards circular economy practices.

Clothing loops and equipment rentals are a concept that is really changing the landscape from a consumer point of view, with parents able to access products for their children at every stage - without the associated waste that usually accumulates with an evergrowing baby. Ultimately, sustainability will become not just a trend, but a fundamental value embedded in the ethos of the baby industry, shaping the products and practices for generations to come.

What are some common misconceptions about sustainable baby products, and how do you address them through your awards?

One common misconception is that sustainable baby products are less effective or more expensive. However, many sustainable options are durable, high-quality, and cost-effective in the long run. Through our awards, we highlight the value and accessibility of these products and our recognisable awards logo really helps consumers to pin-point the best products on the market. When consumers see our awards logo on packaging or across a website, they know that this is a product that is

approved by real parents and that is the best in its category.

Could you highlight some of the most innovative sustainable baby products or companies that have been recognised by your awards recently?

We’ve had the pleasure of recognising several innovative sustainable baby products and companies, ranging from organic clothing lines, eco-friendly nursery furniture manufacturers to

reusable nappies. Last year our winners list included a vast array of brands and products, including HiPP Organic’s food range, Aqua Wipe’s biodegradable wipes, Pourty’s Eco Potty, Being Baby’s Bamboo Hooded Towels and many more diverse and innovative products. We can’t wait to see who will win an award in 2024!

The Organic & Sustainable Baby Awards are currently open for entries. Entries can be made on www.organicbabyawards.com until June 1st 2024.

Email: Hello@organicbabyawards.com

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Focus Janod x WWF

Janod x WWF Collection

Continues to inspire the Next Generation

The Janod wooden toy collection, which is created in partnership with WWF, aims to educate on the importance of protecting our planet With sustainability at the forefront, iconic wooden toy specialists Janod’s exciting collaboration with WWF is bursting with toys to inspire and engage the next generation of animal and nature lovers. As part of a wider promise to help the planet, the collection brings together Janod’s imagination and quality wooden toys with one of the biggest environmental organisations in the world

“

to create a collection of over 30 sustainably made toys.

The fun-filled collection ranges from animal themed push alongs, to awe inspiring underwater themed 3D jigsaws.

Created using 100% eco-responsible materials (including FSC-certified wood and cardboard from sustainably managed forests, organic cotton and water-based paints) the whole collection is aimed at educating children aged 1-7 years and up on the importance of looking after the planet we live in. Even better, Janod will donate a percentage of the proceeds from every WWF product sold to support the

favourites! For growing minds, aged 2 and above, the Balancing Coloured Sloths will not only provide hours of fun but also teach children about these important little creatures!

Other highlights include the Stacking Koala, which wobbles to support the development of hand-eye coordination, and the Animal Stacking Game, which consists of 28 wooden pieces that represent animals, trees and other objects, continuing to educate about the precious forests and environments that make up the most important habitats on earth.

There are some great options for older

Created using 100% eco-responsible materials (including

FSC-certified wood and cardboard from sustainably managed forests, organic cotton and water-based paints) the whole collection is aimed at educating children aged 1-7 years and up on the importance of looking after the planet we live in. actions of the remarkable NGO. Iconic items in the collection include the perfect first toy; the Forest Stacker, the wooden game that will help babies get to grips with objects specifically designed for their age, with bright colours giving them their first taste of mother nature! To help little ones develop their motor skills and of course, ignite their imaginations, the Push Along Rhino and Pull Along Elephant will be firm

”

children too including various imaginative games, sure to spark the interest of any budding zoologist! A firm favourite, the giant 350 piece WWF Educational Puzzle shows the most endangered animals on each continent, teaching children the message of protecting the species and the planet whilst they enjoy the creating the puzzle.

www.janod.com

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Interview Ergobaby

Go green with

Ergobaby Penny Franks had the pleasure to catch up with Ergobaby’s UK & Ireland’s Key Account Manager, Claire Morris to gain further insight into how the business is currently protecting future generations.

How important are products that hold eco credentials and sustainability features to the consumer?

A product and brand’s eco-credentials are an important consideration on many consumers’ path to purchase. Safety, functionality, price point and ease of use, are also still fundamental requirements demanded by the consumer. At Ergobaby our priority is to continue to make products that meet our high standards of comfort, function, quality, and longevity, just with fewer impacts on the planet.

Do you feel that the next generation of parents will be looking more closely at the credentials of products and the materials used within manufacture?

Generation Z is widely accepted to be more environmentally conscious than previous generations and they are willing

to take action to support products and companies that align with their values.

They also demand transparency and proof of sustainability. It’s important that retailers know what to look for; we suggest looking at third-party confirmation of a product’s ecocredentials. Examples include accreditation from bodies such as the Global Recycling Standard, bluesign certification, Oeko-Tex Standard 100 certification, or the use of globally recognised, trademarked fabrics manufactured using an environmentally responsible production process.

Going green is no longer a fad, but a trend and one which looks set to stay for so many consumers when making purchasing decisions. How do you feel this is translating into the nursery industry?

Parents have greater motivation than the average consumer to want real, permanent change as they want to preserve the planet for their child, not just

“

Aerloom’s innovative FormaKnit fabric is made from recycled polyester yarn (certified by Global Recycled Standard). This means that about 26 plastic water bottles including the lid are recycled. a theoretical future generation. This means that the nursery industry should be ahead of the curve when it comes to innovation in sustainability.

What about fabrics and textiles – how have these

”

moved on and developed over time?

In 2020 Ergobaby was the first company to apply the ground-breaking design of high-tech seamless knit to a baby carrier and we have been busy ever since.

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Interview Ergobaby

“

Earlier this year we relaunched our Aura Wrap in two new sustainably sourced fabrics. The Aura Wrap Knit is made from 100% Tencel Lyocell fibres produced from sustainably sourced wood.

Aerloom’s innovative FormaKnit fabric is made from recycled polyester yarn (certified by Global Recycled Standard).

This means that about 26 plastic water bottles including the lid are recycled. The buckles and sliders are Bluesign certified, which means that they were produced under water-, energy-saving circumstances and generate particularly low air emissions. It’s made in small quantities to avoid excess inventory and each carrier arrives in a recyclable shipper box; no extra packaging necessary. It’s functional too. FormaKnit is stretchy and supportive to give a custom, comfortable fit for wearer and baby and is lightweight and breathable for maximum airflow.

Aerloom offers everything the latest baby-carrier-technology has to offer while looking elegant and stylish.

And of course, we didn’t stop there.

Earlier this year we relaunched our Aura Wrap in two new sustainably sourced fabrics. The Aura Wrap Knit is made from 100% Tencel Lyocell fibres produced from sustainably sourced wood. It is certified biodegradable and is created in a closed-loop production process that recycles 99% water and solvent. The Aura Wrap Mesh is made from 93% recycled polyester comprising 36 plastic water bottles. Both are soft, supportive, and comfortable to fit the needs of both parent and baby.

What as a business are you doing to try to lessen the number of products going to landfill after use?

We design our products to stand the test of time. With their durability and quality craftsmanship they can be passed down to siblings or other families, promoting a circular economy and reducing waste. All Ergobaby baby carriers and wraps, bouncers, nursing pillows, and weather covers come with the 10-year ErgoPromise Limited Lifetime Warranty, which provides a limited warranty against manufacturing defects in materials and workmanship for the lifetime of the product, subject to certain conditions. We also offer warranties on our strollers and

”

high chairs, all designed to keep products in use as long as safely possible.

When we look at a more sustainable future, how do you as a business manage your own carbon footprint?

In 2021, our carbon footprint revealed that nearly 70% of our GHG emissions were generated from the raw materials and production of our products. Using this information, we started working on eliminating or reducing impacts by thorough design and material choices. We reduce the environmental impact of making our products through better designs, more sustainable raw materials, innovative manufacturing techniques, and simplified packaging.

We take pride in our responsible manufacturing practices. From optimising energy and water usage to reducing waste generation, we’re committed to minimising our environmental impact throughout our supply chain. We have launched and relaunched several products over the last few years that use sustainably sourced materials such as post-consumer recycled polyester and Tencel™ Lyocell fibres produced from sustainably sourced wood. We’ve also embraced sustainable packaging solutions, using recycled materials, and minimising excess packaging. We aim to ensure that every aspect of a consumers’ Ergobaby experience aligns with our commitment to sustainability.

Are you looking at launching any products in the future to enhance your existing range that carry an eco-credential or sustainability message?

We continue to search for more sustainable materials to replace our current selections. We’ve hired external consultants and surveyed employees and customers to determine what will be the most meaningful changes we can make to our materials for both the planet and parents. We look forward to offering more products with smaller environmental footprints in the future.

Web: www.ergobaby.co.uk Email: service@ergobaby.co.uk Eco/Sustainable nursery today 19

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Focus Splashabout & Bebebrands

Go green

in the pool!

Ditch the disposables with Splash About’s eco-friendly baby swim essentials Over 200,000 babies swim in Splash About’s Happy Nappy swim nappy every week, it’s reliable, reusable and approved by over 95% of UK baby swim-schools.

The Happy Nappy’s award-winning design with specialist fabric waist and thigh ribbing, is so effective at containing accidents it’s recommended by British Standard Guidelines for Baby Swimming as best practice for cleaner pool water.

The Happy Nappy is integrated into swimming costumes, wetsuits and sunsuits for an eco-friendly swim; reducing the number of disposables to landfill, where they take 500years to decompose.

Made from durable neoprene, with vibrant prints that won’t fade after prolonged exposure to chlorine or sun.

Tel: 01472 236465 www.splashabout.com

100% Organic

Cotton

The Organic Infant insert is compatible with most pushchairs and is perfect for babies with sensitive skin.

Bebebrands 100% organic cotton Infant Insert will keep any little traveller safe and secure starting at birth. This infant insert offers extra support for daily adventures and the organic cotton is perfect for babies with sensitive skin.

This plush accessory is machine washable on gentle cycle (air dry). The head support is adjustable for length and is suitable for most children up to 18 months.

Compatible with all Bumbleride models and most baby strollers.

Tel: 0208 127 6715 contactus@bebebrands.com

20 nursery today Eco/Sustainable

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11/04/2024 11:08

Hippychick takes on distribution for BS Toys

Hippychick, the high-quality toy and infant accessories distributor, is delighted to welcome BS Toys from the Netherlands into its portfolio.

BS Toys is an ideal fit with Hippychick’s current toy portfolio and aligns with Hippychick’s sustainability objectives, with its commitment to reducing environmental impact in all its manufacturing.

Hippychick plans to take on an initial offering of outdoor best sellers in their brand new eco packaging, with more indoor toys to follow. The focus will be on the pre-school market where Hippychick’s core audience lies – ages 3 to 5.

To find out more, email the sales team on the below.

sales@hippychick.com www.hippychick.com

The Happy Nappy™ swim nappy - your child’s eco-friendly pool essential • Reusable • • Reliable • • Swim school approved • • Suitable 0-3 years • • For extra protection wear with the eco-friendly Silver Lining pant •

Contact details: contactus@bebebrands.com 0208 127 6715

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www.splashabout.com

11/04/2024 11:04

Focus Eco Products

Comfort and safety Mica Pro Eco is the benchmark for comfort and safety; this car seat is built to today’s highest i-Size safety standards and made with soft, 100% recycled fabrics, offering parents the best planet-friendly choice.

Sleep, Lounge &

Play in Style

G-CELL 2.0 Side Impact Protection adds an extra built-in guard and provides maximum protection with improved 3D impact absorption from multiple angles, to ensure your baby’s safety. No compromises or half-measures; the Mica Pro Eco rotating car seat really delivers. It can be used from birth thanks to the comfortable Baby-hugg inlay, all the way until your little one is 4 years old. That’s four years of travelling in the safest rearward-facing position with this 360° car seat. Whether they’re a newborn or a toddler, the easy-in 5-point safety harness will keep your baby safe and secure at all times.

www.maxi-cosi.co.uk

Gaia Baby introduces sustainable and stylish textiles and bedding range.

Gaia Baby, the design-led nursery specialist with a passionate commitment to our planet, and sustainability at its heart, extends its range of products with a new textiles and bedding collection. Introducing the Gaia Baby Maia Collection, carefully curated items with a muted and soft colour pallet, designed to provide the finishing touch to your nursery décor.

Created with 100% certified organic cotton, to be kind to Mother Earth, this selection of blankets, sleeping bags, throw cushions, canopies and a playmat is ‘from our family to yours’.

www.gaia-baby.com

Eco credentials

This pivoting protector’s textiles have been made with 33 recycled bottles making all threads used 100% recycled, keeping journeys environmentally friendly with safety and functionality in mind.

Featuring i-Size security, plus Guard Surround Safety and Smart Ride lock off, the i-Spin 360 is built for safety. Turning baby towards you just is so much easier with the Simple Swivel, the one hand turning activator that is positioned right where you naturally reach. The powerfully protective Guard Surround Safety panels auto-engage when the harness is tightened, to surround baby with ultimate safety. Ready to rotate - Smart Ride lock off offers smarter security, helping to keep baby rearward until it’s time to transition forwards.

uksales@joiebaby.com | www.joiebaby.com 22 nursery today Eco/Sustainable

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11/04/2024 10:56

Feature FANFINDERS

The Green

Decision

FanFinders CCO and co-founder Adam Gillett takes a look at how today’s parents view brands that prioritise the planet Parents have a huge job. Not only do they want to give their kids the best, but they also want to consider the health of the planet their children will inherit. This thinking has moulded a new kind of shopper: the ecoconscious parent. These parents are smart about spending because, let’s face it, raising kids is expensive. But even with tight budgets, the sentiment for well-crafted products that won’t ruin the planet is stronger than ever.

But how does that translate into buying?

When it comes to purchasing, it’s a nuanced balance, but more and more parents are showing that it’s an important part of what it means to be a good parent today.

Our research in multiple areas backs this up. When considering holiday plans, a whopping 85% of parents say they want to choose more eco-friendly holidays for their kids. This is a big deal- it shows that most parents are thinking about how their travel choices affect the planet. And when it comes to buying products over half

(55%) of the families say they’re ok with spending a little more if it means they’re being kinder to the earth.

Those concerns are driving some of the market sentiment.

How parents are teaching their children Part of that is demonstrating the importance of sustainability to their kids. When we investigated parents’ attitudes towards EVs, 77% thought they were a great way to teach their kids about living a green life. It’s part of the fabric of how to teach kids that their choices make an impact. They have to see it from the top down.

We recently acquired Close Parent, a company that’s all about intelligent and eco-friendly design when producing products for parents. It’s one of their differentiating qualities that has given them such a rich history with so many parents. Throughout the process, we’ve been able to combine that new insight with our established research, to see that it’s part of the market that’s here to stay.

Not just numbers And what’s more- it’s not just about the pure numbers. Choosing to build your brand within a green framework in mind is not necessarily the move to make the most money in the short term. But in doing so, you create a wonderful alchemy that can subtly elevate your brand and make it the kind that parents want to do business with.

Ultimately the trend to environmentalism we’ve seen across the board is backed up in lots of consumer behaviour. It’s something we’re on the pulse of, with regular surveys to millions of mums in our community.

If you’re looking for longevity for your brand, it might be time to consider making real decisions to differentiate your brand as one that

Adam Gillett, Co-founder, FanFinders

parents can trust for their families.

Your brand can connect to millions of new and expectant parents via our engaged parenting community. And better still, our pay-on-results model gives you tangible growth at a better ROAS. Talk to our expert teams to get started.

FanFinders is a performance marketing company that connects brands with parents via Your Baby Club in the UK and US. Find out more at fanfinders.com or contact info@fanfinders.com nursery today

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