This month The Nursery Store’s Christy Foster welcomes their new CFO Tammy Hopla.
Barking Mad
Pramland’s John Barker revisits the topic of pricing following his article in the March issue of Nursery Today.
Sun, Sea & Sand
Ergobaby continues their pursuit to make parenting a little less hard and a little more amazing with their latest innovation, the Omni Deluxe All-in-One Baby Carrier.
editor’s letter
Spring is in the air, and with it comes fresh ideas, smart innovations, and exciting new arrivals in the world of nursery products. Welcome to our April edition, which Is packed with products across many nursery categories.
In this issue, we’re diving into a wide range of product categories. Whether you’re looking for products that give you the opportunity to offer your customers the perfect baby carrier or sling (page 16), a compact fold pushchair (page 26), or the ideal bedside crib for those precious early months (page 38), you can find a host of products which are all available to order now. We’re also shining a light (quite literally!) this month on nightlights (page 42) and we bring you a roundup of products for day trips, holidays abroad or staycations within Sun, Sea & Sand spotlight pages (page 49).
This month, we’re also excited to
highlight the winners and standout products from the MadeForMums 2025 Toilet & Bathtime Awards. These awards are the first of their kind and shine a spotlight on the essential products parents of babies and young children use every single day. From bathtime favourites to the tools that make potty training and nappy changing easier, these awards celebrate the very best in class. Their army of testers considered key factors such as ease of use, parent-friendly features, value for money and eco-credentials to decide which products truly deserved to be award winners. Spanning more than 30 categories, they are proud to present the standout performers of the MadeForMums Toilet & Bathtime Awards 2025.A huge congratulations to all the winners! You can read more by turning to page 46.
On the business side, The Nursery Store’s Christy Foster introduces Tammy Hopla, who joins the team as
their new CFO. Simply turn to page 23 to find out more.
This month I would also like to highlight that The Baby Products Industry Association (BPIA) has announced its 2025 Awards are now open for entry. Previously known as the BANTAs, the new BPIA’s 2025 Awards, sponsored by Nursery Today, recognise excellence in the nursery sector and are judged by a panel of industry experts. Judges consider criteria that will likely make nursery products successful in stock ranges for retailers, as well as attractive to consumers. This includes safety, functionality, desirability and value for money.
The BPIA are also proud to announce the new Golden Rattle Awards. These awards are to recognise exceptional contributions to the UK’s nursery industry. This could be anything from a sales agent who has gone over and above expectations to deliver exceptional service; a nursery retail assistant who has raised huge
amounts of money for charity; or someone who has worked in the industry for many decades and made a significant contribution to the industry.
The closing date to enter is Friday 16th May 2025. To find out more turn to page 12.
Winners will be announced at the BPIA’s AGM event in Central London on Tuesday 17th June 2025. The event is FREE, open to both members and non-members to attend and is followed by free drinks and finger food, so save the date!
Finally, don’t miss our Cover Star this month: Ergobaby! We’re spotlighting their latest innovation, the Omni Delux All-in-One Carrier a sleek, supportive, and versatile design that parents will love. You can find out more starting over on page 14.
Check out the latest innovation from Ergobaby, their Omni Delux All-in-One Carrier.
Dote announce Denise Namakando as MD
The world’s first integrated AI-powered smart baby range for monitoring in-and-out of home, Dote, has announced a senior hire as it targets international expansion and its latest funding round.
Taking up the newly created role of Managing Director of the UK & Ireland is Denise Namakando, a highly experienced Chief Marketing Officer who has already led Dote’s go-to-market strategy, brand positioning and execution, and commercial proposition during her time as the firm’s fractional CMO.
With an enviable career working with leading household names, including Dyson, Barbie and Unilever, as well as US tech startup, Owlet Baby Care, Denise brings a unique perspective to Dote.
In her new position, Denise will work alongside the tech scaleup’s founder, Stephen Senior, to support the current funding round as well as drive the firm’s consumer launch in September and oversee its global expansion into the US and Europe.
Stephen Senior, founder and CEO at Dote, said: “2025 is a pivotal year for the brand as we gear up for a range of major milestones, including our latest funding round, our consumer launch and our expansion into international territories. As such, it’s critical we have a team that can drive the vision as well as deliver our ambitious technical roadmap. Appointing Denise is a significant step for Dote, as we embark on a crucial stage in our journey of acceleration, expansion and disruption.”
For more information on Dote’s investment round contact investors@dotebaby.co.uk
For more information on Dote, please visit www.dotebaby.co.uk
Angelcare and The Lullaby Trust Forge Powerful Partnership
Angelcare, one of the leaders in baby care technology, and The Lullaby Trust, the UK’s leading baby sleep charity, are proud to announce a new partnership which focuses on providing crucial support to bereaved families and promoting safer sleep practices.
“At Angelcare, we are deeply honoured to partner with The Lullaby Trust in their vital mission to support bereaved families and promote safer sleep for babies,” said Rahul Sharda, CEO of Angelcare. “This collaboration is a privilege, allowing us to provide reassurance to families who have lost a child, when they welcome their new baby and make a meaningful impact in their lives. With the Medically Certified AC25-1 Baby Movement Monitor, we are committed to helping to ensure every bereaved family has the support they need during such a worrying time.”
Axkid launch campaign after research results
The research, conducted by Swedish child car seat specialists, Axkid, among 1,000 UK and 1,000 Swedish parents, found that just 22% of UK children aged two to four-years-old remain in rear-facing car seats, potentially putting them at increased risk of life-threatening injury in the event of a crash.
In contrast, 83% of Swedish parents surveyed said their children aged two to four-years-old remain in rear-facing car seats.
Rear-facing seats offer the highest level of protection by effectively distributing crash forces and significantly reducing the risk of serious neck and head injuries in a collision. Only rear-facing car seats can pass the Swedish Plus Test – the world’s toughest car seat crash test.
Both the UK and Sweden follow the same United Nations Economic Commission for Europe (UN ECE) regulations, which permit forward-facing travel from 15 months. However, in Sweden, national recommendations go much further – strongly encouraging rear-facing travel until at least the age of four.
This consistent and evidence-led guidance, supported by health authorities, retailers and car seat manufacturers, has created a culture where extended rear-facing use is the norm since the 1960s.
Additionally, the study revealed that 15% of UK parents with children under two and 14% with children aged two to four admitted they do not always secure their child in a car seat. This means thousands of babies and toddlers are regularly travelling without proper protection – leaving them at serious risk in the event of a crash.
In Sweden, just 3% of parents with children under two and 2% with children aged two to four admitted they do not always ensure their child is secured in a car seat.
Jayne Caul, Managing Director of Axkid UK, said: “The UK is seriously lagging behind in child car seat safety. The Swedish Plus Test, one of the world’s most rigorous car seat safety evaluations, proves that rear-facing seats are up to five times safer than forward-facing models.
“Yet, most British parents don’t know this, because they aren’t receiving the guidance they need to make informed, life-saving choices.
Angelcare’s ongoing support will enable The Lullaby Trust to continue to share its baby safety advice and support bereaved families across the UK. Crucially, Angelcare will also donate 250 AC25-1 monitors to The Lullaby Trust’s Care of Next Infant (CONI) programme, which provides emotional and practical support to bereaved families before and after the birth of their new baby.
This partnership underscores the commitment of both Angelcare and The Lullaby Trust to provide parents with the tools and knowledge they need. www.angelcarebaby.com
“No child should ever be unrestrained in a moving vehicle, yet our findings show this is happening far too often. The risks are severe – without proper restraint, children are at great risk of death or serious injury in a collision.”
www.axkid.com
Graco to debut on
TikTok
Graco, a trusted name in baby gear, launches its official UK TikTok channel, @gracouk.
This latest addition to its digital presence, including Instagram, Facebook, YouTube, and the awardwinning Graco Village microsite, reflects its commitment to engaging with today’s parents.
Luisa Rollins-Svensson, Graco Marketing Manager, explained, “TikTok goes beyond being a place for entertainment; it’s increasingly used as a search engine for product information and recommendations. We’re excited to use the platform to showcase the depth of our product range in a format that’s visual, engaging, and informative.”
Graco plans to create content demonstrating its dependable, well-crafted products that deliver exceptional value for families, leveraging TikTok’s dynamic, video-first platform to highlight the standout features of its range. Follow Graco on TikTok at @gracouk
Thule brings adventure to London
The Swedish premium outdoor brand Thule is excited to open two brand-new stores in London (Covent Garden and Kingston).
The brand’s rst UK stores has o cially opened its doors and are set to be the go-to places for families, cyclists, dog lovers and outdoor enthusiasts of all kinds.
These stores are not just places to shop – they are immersive adventure destinations, where the Thule spirit of “bring your life” comes to life.
Thule’s expansion into these two strategic destinations marks an exciting chapter in the brand’s global journey and is a part of a global strategy for the brand that currently holds 80 Thule Stores worldwide. With a strong focus on brand growth and building closer connections with customers, these new stores represent a real commitment to the UK market and a deeper investment in the local community.
“Whether you’re a new family looking to explore the countryside, a city adventurer planning your next weekend getaway, or a pet owner keen to take your dog along for the ride, these stores are made for people who want to make the most of every moment. We’re so excited to bring Thule’s world of exploration to these vibrant, buzzing areas in London,” Johan Lindell, Manager Thule Store Operation, at Thule tells us. “The response from our UK customers has been incredible already, and these stores are designed with them in mind. Covent Garden and Kingston are perfect locations for us to meet our customers in person and provide them with the expert guidance they need to make every adventure a success.”
www.thule.com
Nuna are Brand & Lifestyle Licensing 2025 finalists
Finalists for the 2025 Brand & Lifestyle Licensing Awards have been announced, and Nuna are pleased to share that they have been shortlisted for the Best Brand Licensed Children’s Product Category with the Liberty Fantasy Land Collection. Nuna are in good company with the following collections also up for the award:
• Goodyear Toy Range from Red Toolbox
• Jeep Kids Apparel Range for Zara from Brand Alliance
• Laura Ashley SS24 Girlswear Collection from Next Winners will be announced on the 24th of April at the awards event.
www.nunababy.eu
New Shades, Same Luxury
Venicci adds Burgundy and Brownie for a fresh, stylish twist on their bestselling travel system.
Venicci’s Upline 2, already a favourite among parents, is set to elevate its luxury travel system with two new stunning colours - Burgundy and Brownie.
The Upline 2 SE Burgundy o ers a bold, sophisticated option for parents who want to make a statement, while the Upline 2 Brownie introduces a rich, warm tone that blends classic charm with modern elegance.
The features of the pram remain unchanged and include a ventilated carrycot base and mattress, ensuring better air ow and comfort, along with upgraded fabrics and detailed nishes for a premium feel.
The new backpack adds practicality to the elegant design, making it easier for parents to stay organised. With built-in height adjusters and these exciting updates, the Upline 2 continues to rede ne the premium travel system experience. Coming soon! www.venicci.co.uk
Nursery Today & Christmas Industries golf day
Tuesday 1st July at Puckrup Hall
With 5 trophies up for winning, plus nearest the pin in one and two plus the longest drive Our golf day is a fun golf day for all golfers good or very average (that’s me) Ladies are also most welcome The morning nine hole Texas Scramble begins the day, followed by lunch, The afternoon round includes the team four-ball Babystyle trophy – a handsome trophy held for a year by the winning team and won last year by Red Kite JMDA supply the trophy for our Yellow Ball competition won by Red Kite For the less gifted golfers we also have a cup for the 24-28 handicap golfers
A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome. Any team/player NOT staying for the presentation will not receive any prizes they might have won hand they stayed.
Cost £110
Sustainable sleep
Prestige Sleep create bespoke, handcrafted British Made baby mattresses that parents and retailers trust. With sustainability at the heart of the business, Nursery Today caught up with their Managing Director, Jack Nijjar to discuss the importance of sustainability in nursery mattress manufacturing.
How does Prestige Sleep integrate sustainability into its manufacturing process?
Sustainability is built into every stage. It starts with local sourcing. We’ve chosen UK suppliers for 99 per cent of our materials, reducing transport emissions while giving us control over quality.
Fewer delays, no supply chain shocks and a product that meets ethical standards.
Instead of treating offcuts as scrap, we find ways to reuse materials, refining our cutting techniques to minimise waste and repurposing excess fabric.
For retailers, this all adds up to a sustainable, high-quality product.
Prestige Sleep
Jack Nijjar
Managing Director
Many companies focus on their own sustainability efforts but Prestige Sleep also works to influence its wider supply chain. Why is this important?
If we want to offer a genuinely responsible product, every part of the process needs to meet the same high standards.
We share insights from our own sustainability audits with our suppliers, support them in reducing waste and encourage them to slash packaging.
This way, we raise industry standards. Retailers can have confidence in stocking a product that’s genuinely sustainable, not just one that looks ‘green’ on the surface.
What challenges have you faced in making your supply chain more sustainable?
Some of our suppliers hadn’t considered sustainability. We’ve worked with them to source better materials or refine their processes.
Cost is another factor. Sustainable materials and responsible manufacturing come at a premium. But that investment results in better products and greater customer trust.
What steps have you taken to ensure your materials are responsibly sourced?
More than 99 per cent of our materials come from
“
More than 99 per cent of our materials come from trusted UK suppliers. Our British wool comes from farms with high welfare standards and our coir (coconut bre) is sourced from ethical farms.
trusted UK suppliers. Our British wool comes from farms with high welfare standards and our coir (coconut bre) is sourced from ethical farms.
As SEDEX members, our supply chain is regularly audited but we also visit key suppliers personally. Our suppliers use low-energy manufacturing and have reduced plastic packaging.
What steps have you taken to reduce waste across your manufacturing process?
We’ve optimised material cutting. Our precisioncutting techniques significantly reduce offcuts and where waste is unavoidable, we recycle it.
We’ve also eliminated single-use plastics from our packaging.
Prestige Sleep is committed to raising the bar in nursery sleep solutions for retailers of all sizes. Contact the team via their website to discuss how this outstanding bespoke design and manufacturing service for British-made nursery mattresses can bene t your business. www.prestigesleep.co.uk
We’ve invested in energy-e cient machinery and streamlined our work ow to reduce energy use.
What role does transparency play?
Parents and retailers want to know exactly what goes into our mattresses so we ensure every component meets our sustainability and ethical sourcing standards.
Retailers are also welcome to visit our Kent factory to see our skilled craftsmanship and responsible material choices for themselves.
How do you ensure your sustainability e orts align with what retailers and parents want?
Parents want to know their baby’s mattress is safe and made with responsibly sourced materials. That’s why we use British wool and coir – both breathable, temperatureregulating and longer-lasting than synthetics.
Retailers need credible sustainability claims. We back up our commitments with SEDEX membership, Made in Britain certi cation and a traceable supply chain.
What’s the future of sustainable nursery mattress manufacturing?
✔ Greater innovation. Finding more sustainable alternatives.
✔ Improved recyclability. Mattresses that are easier to repurpose or break down.
✔ Stronger supply chain transparency. Giving retailers and parents complete con dence.
Retailers who align with manufacturers pushing sustainable innovation will be best placed to meet evolving consumer expectations.
If a retailer wants to stock sustainable products, what advice would you give them? They should ask:
■ Where are the materials sourced?
■ How is the product made?
■ What happens at the end of its life?
At Prestige Sleep, we can tell you exactly where every component comes from, how it’s processed and why it’s a better environmental choice.
Welcome to a new era of Joie Signature
The new luxury range, Joie Signature, comes with a completely refreshed and elevated fashion collection for 2025 that is the epitome of understated elegance.
The Joie fashion team brought to life this new and improved collection, purposely crafted for parents who value aesthetics, subtle details, high quality craftsmanship and are willing to invest in baby gear that compliments their personal style.
This stunning collection was showcased at an exclusive fashion show on Wednesday, 26th March at 8 Northumberland Avenue, London. Guests were treated to a drinks and capape reception, while the models took to the runway to unveil the collection in a dynamic display of the three elements.
Inspired by subtle details, monochromatic fabrics and timeless design elements, this updated fashion collection will appeal to the most fashion forward parents.
At the heart of this fashion collection are the little details that set the Signature range apart. Inspired by the latest interior design trends, a sleek vertical stitching motif is featured throughout the collection to create re ned texture and subtle focal points.
All of the fabrics have been hand selected in earthy, neutral tones leading to a re ned and timeless overall style. To nish o the look, tasteful vegan leather touches are applied on Joie Signature logos, badges, touchpoints and zippers.
Creating a feeling of understated elegance, this collection will allow fashion savvy parents to extend their style from their wardrobe right the way through to their baby gear – so even in those early days of parenthood, you can still feel like yourself.
Featured in this timeless and premium fashion assortment are favourites niti, ramble XL, i-Harbour E, i-Traver, i-Spin XL, i-Plenti, calmi R129 and i-Prodigi as well as new kids on the block i-Level Pro, parcel LX, estrella, versiti and sprint. www.uk.joiebaby.com
Exciting new updated pack for potty training success!
My Carry Potty is thrilled to announce the launch of our newly updated potty training pack!
Designed to support and encourage little ones on their potty-training journey, this comprehensive pack now includes all the essential elements in a more streamlined and user-friendly format.
With many exciting updates, this potty-training pack continues to provide a stress-free and e ective approach to this important milestone. My Carry Potty remain committed to helping parents and caregivers navigate potty training with con dence and ease.
The new and improved pack is available now! For more information, please contact sales@mycarrypotty.co.uk
Strong return for RECARO
RECARO is excited to announce the launch of its premium child car seats in the UK. Renowned for blending cutting-edge safety features with ergonomic design, RECARO’s products are set to provide British families with unparalleled safety and comfort.
With over a century of experience in crafting high-quality seats, RECARO has consistently prioritised safety, comfort, and innovative design. This rich heritage is evident in their child safety products, which are meticulously engineered to meet the highest standards.
AXION 1
Designed for children aged 3 to 12 years (100 – 150 cm), the AXION 1 o ers a spacious seating area with adjustable angles to support spinal health. Its vibrationabsorbing headrest and soft memory foam ensure optimal neck support. The seat’s lightweight design and integrated ISOFIX connectors facilitate easy installation and handling.
XENON 1
Catering to children from birth up to 7 years (40 – 125 cm), the XENON 1 features a 360-degree rotation for e ortless entry and exit. It includes a soft, slow-rebound memory foam newborn insert and multiple ventilation openings for enhanced comfort. The seat adapts to various growth stages, supporting rearward-facing travel up to 105 cm and transitioning to forward-facing as appropriate. Both models are equipped with RECARO’s TRAPEZOIDAL SIDE IMPACT PROTECTION system, designed to absorb impact forces e ectively, thereby reducing the risk of injury in side-impact collisions. This feature underscores RECARO’s unwavering commitment to child safety.
UK Country Manager, Rhys Su eld commented: “The renowned RECARO brand is making a triumphant return to the UK, now available through trusted retailers nationwide. This relaunch marks the start of an exciting new chapter, setting a higher standard for child safety with a brand families have relied on for generations.”
The AXION 1 and XENON 1 child car seats are now available for purchase in the UK through authorised retailers. www.recaro-childsafety.co.uk
www.b-p-a.org
If your company is a member of the BPIA 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.
Stand space filling fast in the BPIA’s UK Pavilion at Kind + Jugend
The BPIA is delighted to host a UK Pavilion at Kind + Jugend, one of the world’s biggest trade shows for the nursery sector, in September 2025. The association has committed to a minimum space at the show, which it can expand as bookings are received, with a special deal for BPIA members.
Bene ts include:
• Prominent location in Hall 11.1
• Bespoke UK branded Pavilion design that can’t be missed
• Co ee and meeting area nearby and free networking events
• Full support and assistance of the Baby Products Industry Association before and during the show
• Free marketing and publicity in the months up to the event
• Stand sizes available from 4m2 minimum size - both shell scheme and space only
If you are interested in participating in the UK Pavilion, visit the Trade Show Section of the website: www.b-p-a.org to download the information pack – or email us at info@b-p-a.org
BPIA’s 2025 Awards open for entry
The Baby Products Industry Association (BPIA) has announced its 2025 Awards now open for entry.
Previously known as the BANTAs, these prestigious awards, sponsored by Nursery Today magazine, recognise excellence in the nursery sector and are judged by a panel of industry experts. Judges consider criteria that will likely make nursery products successful in stock ranges for retailers, as well as attractive to consumers. This includes safety, functionality, desirability and value for money.
The closing date to enter is Friday 16th May 2025.
Winners will be announced at the BPIA’s AGM event in Central London on Tuesday 17th June 2025. The event is FREE, open to both members and non-members to attend and is followed by free drinks and nger food, so save the date! Scan the QR Code to enter!
Do you have a colleague who deserves industry recognition?
As part of its 2025 Awards, the Baby Products Industry Association (BPIA) is proud to announce its Golden Rattle Awards, sponsored by Nursery Today magazine. These awards are to recognise exceptional contributions to the UK’s nursery industry. This could be anything from a sales agent who has gone over and above expectations to deliver exceptional service; a nursery retail assistant who has raised huge amounts of money for charity; or someone who has worked in the industry for many decades and made a signi cant contribution to the industry.
If you have an industry colleague who you believe deserves recognition for an outstanding contribution to the nursery industryplease send your nomination in. The deadline for nominations is Friday 16th May 2025.
BPIA makes a difference
Allan Ireland Park was a nalist in the Baby Products Industry Association’s 2024 Concept & Innovation Awards and as such was invited to present his product idea ‘Baby By U’ to the industry at Harrogate International Nursery Fair 2024.
We recently received an update from Allan and wanted to share how the BPIA can support Start-ups and make a di erence for people with new product ideas:
“Since I attended Harrogate last year, it has been non-stop and tremendous. My feet haven’t touched the ground! The response from the show was 99% positive and I received many letters of support from industry organisations. It generated media coverage and peaked the interest of those who hadn’t attended Harrogate too.
“This support created the con dence to raise the funding required to invest in the factory tooling required for manufacture. A factory partner has been selected and the pre-manufacturing processes have begun in China with a very reputable factory who works with many well-known international brands.
“We expect rst ‘manufacturing samples’ to be available in June / July 2025 and already have retailers onboard interested in previewing and assessing the ‘Baby By U’ multi-function chair.
“All of this has been made possible by the Baby Product Industry Association’s support for start-ups. Your vision and understanding of how new products are encouraged and showcased has been immensely valuable. You Concept & Innovation Awards process independence and transparency was exceptionally well managed and provided excellent industry expertise and feedback that was highly useful.
“Thank you – Britain badly needs platforms such as yours to showcase British design innovation and I will be a supporter of the BPIA forever.” Allan Ireland Park
Scan the QR Code to enter!
Profile of a BPIA member
Each month we introduce a BPIA member to give you an insight into their business and why they find membership of their industry trade association so important. This month we talk to Liz Murphy of Red Kite Baby:
What is your business – and what is your best-selling product?
Red Kite Baby specialises in high quality, affordable nursery products across a wide range of categories.
Our best-selling product is the iconic Sleeptight Travel Cot, a trusted favourite among parents.
Where are you based, and how big is your team?
We’re based in Bristol and proud to operate with a dedicated team of 15 experienced professionals.
How long have you been a member of the Baby Products Association?
After a brief break, Red Kite rejoined the BPIA last year and are excited to be part of the community.
What was your main reason for joining?
We joined primarily to take advantage of the technical services and expertise the Association provides.
Do you participate in any of the Association’s committees, and if so, which ones?
We’re looking forward to actively contributing to the technical committee and engaging with industry peers.
Do you use any of the free services provided (business support helpline, Trading Standards partnership, technical support, etc.)?
We find the technical support service particularly valuable, helping us stay ahead in product safety and compliance.
Since joining the Association, what has been the main benefit of membership?
The biggest benefit has been immediate access to expert technical support, especially in response to national accident reporting and ensuring compliance while awaiting updates to British Standards. The Association’s best practice guidance also helps us proactively deliver the highest level of service to our customers.
Tell us one interesting fact about you or your business that would surprise your industry colleagues. Our four founding employees are still deeply involved in the business today, together bringing over 100 years of experience to Red Kite Baby!
Ergobaby launch the Omni Deluxe
Take a closer look at this anytime, anywhere, ready for anything carrier!
New markings on the straps guide di erent caregivers to their perfect t and making the carrier even easier to adjust and use.
Ergobaby, a global leader in ergonomic baby carriers continues their pursuit to make parenting a little less hard and a little more amazing with their latest innovation, the Omni Deluxe All-in-One Baby Carrier. As the name suggests, the new carrier is the latest innovation in the brand’s best-selling Omni series, further improved with feedback from consumers, retailers and babywearing professionals, and made in collaboration with a broad range of health professionals and design experts.
What’s New?
When the original Omni 360 (now called the Omni Classic) carrier launched in 2017 it was a game changer for the category. It o ered all four carry positions in an ergonomic way and was suitable from birth through toddlerhood - it was the original all-rounder. The next generation of Omni carriers saw the creation of the Omni Dream and Omni Breeze carriers and now the brand has launched the Omni Deluxe. So what’s new?
• A sleeker design: The Omni Deluxe has an even more streamlined and stylish silhouette than its predecessor, as all the buckles and buttons for adjusting the baby carrier are no longer visible. In addition, the adjustment of the headrest to newborn mode is now even more elegant thanks to new button technology, and elasticated loops keep straps neat and tidy. The result is an elegant and stylish overall look.
• Extra storage space: The Omni Deluxe sports six separate storage areas for parents’ on-thego essentials:
• A large detachable pocket with zip, which comes attached to the front of the waist belt but can also be attached to other places on the carrier depending on the carrying position.
• Two small pockets on each side of the back panel of the carrier, one also contains an elasticated strap.
Ergobaby has long been known for its commitment to ergonomics and comfort, and while the new Omni Deluxe is packed-full of new things to love, all the consumer-favourite core features that have made the range so popular remain the same
• A larger pocket with a zip in the lumbar support.
• Two additional, non-closable side pockets on the waist belt
• Intuitive indicator markings: New markings on the straps guide di erent caregivers to their perfect t and making the carrier even easier to adjust and use. An important driver for purchase in this category is the ability for multiple caregivers to use the product. Many consumers plan for a partner to share the baby carrier and if they have di erent shape or size bodies, they are often concerned about the time and energy needed to adjust the t. Ergobaby has come up with a solution. Switching between users (or di erent size children) is now much easier thanks to cleverly designed markings on the straps. They give a simple orientation to help consumers get the perfect t every time.
• Even more breathable: The Omni Deluxe is still available in three fabric choices: cosy SoftTouch Cotton, durable SoftWeave Linen and breathable SoftFlex Mesh, but the mesh version is now made entirely of mesh, which further improves breathability and air circulation keeping both baby and wearer cool.
The Evolution of the Omni Range
Ergobaby has long been known for its commitment to ergonomics and comfort, and while the new Omni Deluxe is packed-full of new things to love, all the consumer-favourite core features that have made the range so popular remain the same:
• Ergonomic and comfortable for baby: The adjustable head support pillow and deep bucket seat support baby ergonomically, ensuring a hip-healthy spread-squat position, at all stages of development and in all carry positions.
• Ergonomic and comfortable for wearers: The padded lumbar support and crossable, padded shoulder straps evenly distribute baby’s weight and keep parents’ comfortable even after hours of use.
• Long-lasting: The Omni Deluxe is suitable for babies from newborn (7lbs) through toddlerhood (up to 45lbs) making it a great choice for consumers seeking a product that will last.
• All four carry positions: Parents can choose from several di erent carry positions as baby grows. The front inwards facing position is universally enjoyed, being suitable for all ages and stages of development. Outwards facing is a popular choice for UK parents once baby has strong head and neck control while the hip carry allows parents exibility of use, and a back carry extends babywearing by shifting the baby’s weight to the wearer’s back as they grow heavier.
• Adjustable: As well as adjusting to di erent size and shape parents and babies, one-handed slider adjustments also allow consumers to quickly switch baby from facing in to facing out on the go.
• Makes parents’ lives easier: Further features include a tuck-away hood for weather protection and privacy and sleek re ectivity on the front logo provides extra safety at night. It folds easily for storage or travel and is easy to clean and machine washable.
• ErgoPromise Lifetime Guarantee: Like all carriers in the Ergobaby range, the Omni Deluxe comes with Ergobaby’s limited lifetime warranty against manufacturing defects in materials and workmanship, sending a clear message to consumers that Ergobaby are committed to quality and durability.
Ergobaby’s Best Carrier Yet
From those looking for a one-stop-shop due to limited oor space to those looking for an easy-to-recommend all-rounder in a wider range, the Omni Deluxe is a lucrative opportunity for all retailers seeking to nd a carrier suited to a wide range of consumers. It combines the best of Ergobaby research from the past decades all the way up to the present making it an essential addition to any o ering.
For further information contact Claire Morris on the below: cmorris@ergobaby.co.uk www.ergobaby.co.uk
The continual growth in the carrier and sling category has substantially grown due to their convenience, ease of use and of course enabling parents and caregivers the ability to be out and about, keeping baby close and of course managing simple tasks hands free. The sector has also been driven by the increasing awareness among parents and caregivers about infant health, particularly hip development.
Nursery Today spoke to Phil Boshe, Sales Director at Snuggleroo (Baby Central) on contributing factors that has driven the rise in popularity among parents. “The recent rise in popularity of infant carriers and slings can be attributed to a shift in parenting culture toward more hands-on, connected, and on-the-go lifestyles.” Said Phil, adding: “Today’s parents are looking for practical ways to bond with their babies while still maintaining mobility and exibility in their daily routines. Babywearing supports that beautifully – it promotes emotional connection, helps with soothing and sleep, and allows caregivers to move through their day with greater ease.”
Hip dysplasia, a condition where a baby’s hip joint doesn’t form properly, has also gained attention thanks to advocacy from pediatricians and organisations like the International Hip Dysplasia Institute (IHDI). As a result, parents are now seeking carriers that support the “M” position, where a baby’s knees are higher than their bottom, promoting healthy hip alignment. Carriers that receive endorsements from medical bodies like the IHDI tend to perform well at retail, as trust and safety are key purchase motivators.
Brand names in this category are pivotal in these products fast growing as ‘must have essentials’ by parents. “With so many options on the market, parents are looking for trusted names that re ect quality, safety, and thoughtful design.” Said Phil. “In a
The Rise of Baby Carriers
Once a niche accessory, baby carriers have surged in popularity over the past decade, becoming a staple in modern parenting.
category so closely tied to a baby’s wellbeing, reputation matters. We understand that parents want peace of mind - they’re not just buying a product, they’re investing in their baby’s comfort and development. That’s why we’ve focused on building a brand known for ergonomic design, ease of use, and safety- rst innovation.” Ergobaby’s Marketing Manager, Holly Brewer agrees, adding: “For those considering purchase, brand names are a key marker for particular traits or features. The Ergobaby brand name is synonymous with ergonomics, comfort and ease of use so our brand name, and distinctive nautilus logo, signposts consumers to a product that they can be sure meets the standards they are looking for and that they can trust. We further underpin this with our ErgoPromise Lifetime Guarantee, o ered on every Ergobaby product. It’s a strong statement to consumers that we stand behind the quality and durability of our products.”
Social media has also played a pivotal role in driving category growth. Parenting in uencers, lifestyle bloggers, brands and real families showcase daily life with baby carriers - highlighting not only their ergonomic bene ts but their style and versatility. Platforms like Instagram and TikTok have become virtual showrooms where brands can build communities and spread awareness quickly. Viral content, from babywearing tutorials to product reviews, fuels brand visibility and consumer demand. With parents and caregivers information hungry, social media is the perfect platform to engage with brands in this sector, with Holly commenting: “Social media is where both Gen Z and Millennial parents are looking for information and education from product experts. It is also a direct path to sales, making it something retailers should be utilising to its maximum potential. Our content creation team create engaging, informative content, educating
consumers on every element of carrier use, including basic usage, babywearing “hacks”, seasonal advice and safe babywearing practices. We share these across our channels and make them available to our retailer partners too.”
The recent rise in popularity of infant carriers and slings can be attributed to a shift in parenting culture toward more hands-on, connected, and on-the-go lifestyles.
Phil Boshe, Snuggleroo
Retailers have responded by expanding their o erings, with more options that are not only functional but fashion-forward. From soft structured carriers to wraps and slings, the variety appeals to a diverse range of caregivers. Nursery Today also asked Holly how can retailers bene t by stocking products within this sector? “Carriers are a rm ‘must-have’ for most parents. They are strong performers in store as customers who try on a high-quality carrier are quickly convinced of its merits, and online as the bene ts can be easily and e ectively communicated, making them a lucrative opportunity for all retailers. We recommend stocking a range of models for di erent ages and stages. This reassures customers that they will be able to nd the perfect carrier for their family and can encourage an increase in basket spend or repeat custom by o ering consumers a carrier to suit their current needs.”
We highlight across the following pages carriers & slings that are all available now to order.
Ready for anything, the Omni Deluxe
Ergobaby has launched the latest addition to its best-selling Omni collection: The Omni Deluxe.
The brand’s most advanced carrier yet, this anytime, anywhere, ready for anything carrier o ers the ultimate ergonomic comfort, an intuitive, minimalist design, maximum storage, smart adjustments and more.
Like all carriers in the Omni range, it is suitable from birth through toddlerhood (7lbs-45lbs) and o ers every carry position.
Crafted by experts across various elds, the Omni Deluxe baby carrier is built to make parenthood a little less hard, a little more amazing and is backed by the robust ErgoPromise Lifetime Guarantee.
For more information contact Claire Morris on the below. cmorris@ergobaby.co.uk www.ergobaby.co.uk
Hands free parenting
The Snuggleroo Baby Carrier is revolutionising hands-free parenting with its ergonomic design and superior comfort.
Designed for versatility, it securely supports newborns and infants while ensuring even weight distribution for parents.
Made from soft, breathable fabric, the Snuggleroo o ers adjustable straps and a customisable t, reducing strain on caregivers. Ideal for busy parents, it allows for close bonding while keeping hands free for daily tasks.
Coming in a range of neutral colours, the Snuggleroo is a must-have for modern families. It’s the perfect blend of convenience, comfort, and security in babywearing. To discover more go to the website below.
www.dreamgenii.co.uk
Hugging not lugging
This ergonomic baby carrier from Joie won’t break your back or the bank. Savvy lite air makes baby wearing all about hugging not lugging, with 3 modes of use for in a super breathable mesh fabric.
Perfect for developing spines, savvy air and savvy air light keep little ones cradled in their natural C shape, hugging them in their favourite foetal position, as well as protecting their hips in an ergonomic M position.
The smart and secure lumbar strap distributes weight evenly and adjusts easily for a ne-tuned t. Soft but sturdy support cradles little heads, so even brand-new babies can snuggle up securely. The lightweight mesh has been specially designed to let delicate skin breathe, keeping your precious bundle comfortable at all times.
AutoClick magnetic buckles on the shoulder straps make it super easy to get savvy air lite on and o , so you’re ready for any adventure in a click. uksales@joiebaby.com www.joiebaby.com
The Ultimate Shoulder Carrier for AdventureLoving Families
The MiniMeis G5 rede nes the way parents explore the world with their little ones.
Designed with a unique elevated seating position, it allows toddlers to enjoy an unmatched panoramic view—bringing excitement to every adventure. Secured by a waist belt and leg straps, this awardwinning shoulder carrier ensures both comfort and safety for children aged 6 months to 4 years.
The padded seat and exible backrest provide maximum comfort, while an optional Sunshade keeps little explorers protected on sunny days. For younger babies (6-10 months), an included shoulder strap o ers additional upper body support, ensuring a snug and secure t.
Unlike traditional carriers that strain the neck and shoulders, the MiniMeis G5’s innovative arch design redistributes the child’s weight evenly, relieving pressure on the wearer’s body. This ergonomic design enables parents to enjoy longer walks without discomfort, making it a game-changer for active families.
Weighing just 1.6 kg (3.5 lbs), the MiniMeis G5 is the lightest framed child carrier on the market. It folds to a compact 30x30cm, making it e ortlessly portable—slip it into a backpack, stroller, or suitcase for hassle-free travel.
support.uk@besafe.com www.minimeis.com
Snazzy features
Introducing the new award-winning Ara Carrier by Red Kite.
This snazzy Carrier features a whole host of positions for you and your baby to provide the comfort and style you both need.
Whether being facing the world ahead, nestled into you falling asleep on your chest or just wanting to watch the world pass by behind you, this carrier has it all.
With wide padded shoulder and waist straps to help you on your way. It’s time to strap up and embrace... The Ara Carrier!
TEL: 01454 326 555 www.redkitebaby.co.uk
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
ENGLAND NURSERY TODAY
GERMANY BABY & JUNIOR
NETHERLANDS BABYWERELD
NORWAY BABY, HOBBY & LEKETØY
POLAND BRANŻA DZIECIĘCA
SPAIN PUERICULTURA MARKET
SWEDEN LEK & BABYREVYN
BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com
supplier snapshot
Nursery
Today
spoke to some of the industry’s nest to gain their thoughts on carriers and slings.
Holly Brewer B2B MARKETING MANAGER DOMESTIC UK AND DISTRIBUTORS, ERGOBABY
What do you believe has contributed to the recent rise in popularity of infant carriers and slings among parents, and how as a brand have you adapted to this growing trend?
It’s clear that UK consumers see the value in owning a baby carrier and at Ergobaby we understand the reality of parenthood which directly translates into our products. We o er a variety of carriers to suit all kinds of families, from easy-to-use newborn carriers to carriers designed to suit speci c needs, to long-lasting all-rounders o ered in a variety of fabrics.
How do your carriers or slings address the needs of parents seeking both convenience and comfort for extended periods of use? Are there specific features that make your products stand out in the market?
Ergobaby has always been known for comfort and ergonomics. If consumers aren’t con dent that a carrier will be comfortable (including for all potential wearers), they simply won’t purchase it. Ergobaby carriers are fully adjustable and come equipped with lumbar support waistbelt, cushioned straps and they all evenly distribute baby’s weight across the wearer’s body. Other key drivers for purchase are ease of use and day-to-day convenience. Keeping up with consumer demand for innovation in these areas, our new Omni Deluxe carrier has new indicator markings to make it quick and easy to adjust for di erent caregivers and an impressive six separate storage areas for their on-the-go essentials!
With growing awareness of hip dysplasia, how does your brand ensure that your carriers provide proper support for babies’ hips and promote healthy development?
At Ergobaby we don’t expect consumers to take our word for it that our products are ergonomic, we prove it with accreditation from third party experts. For example, every Ergobaby carrier has been tested and designated “hip-healthy” by the International Hip Dysplasia Institute, meaning they all support baby in the ergonomic “spread-squat” position, at all ages and stages of development.
How do you incorporate innovation into your products to keep up with evolving parenting needs and preferences, especially in terms of materials, design, or functionality?
We are always working on improving our carriers. We work with consumers, retailers, babywearing consultants, health professionals, designers and more to deliver exactly what parents want and need. Our latest launch, the Omni Deluxe baby carrier delivered newness in material, design and functionality. For example, the SoftFlex Mesh version of the carrier is now made entirely of mesh for even greater breathability, the design of the carrier is more streamlined with buttons and sliders hidden away and there’s several new features to improve functionality including more storage options to help parents store all their essentials.
Are parents increasingly seeking out specific brand names when choosing an infant carrier or sling, and how important do you feel is brand recognition in this product category?
For those considering purchase, brand names are a key marker for particular traits or features. The Ergobaby brand name is synonymous with ergonomics, comfort and ease of use so our brand name, and distinctive nautilus logo, signposts consumers to a product that they can be sure meets the standards they are looking for and that they can trust. We further underpin this with our ErgoPromise Lifetime Guarantee, o ered on every Ergobaby product. It’s a strong statement to consumers that we stand behind the quality and durability of our products.
Phil Bosher
SALES DIRECTOR, SNUGGLEROO (BABY CENTRAL)
What do you believe has contributed to the recent rise in popularity of infant carriers and slings among parents, and how as a brand have you adapted to this growing trend?
The recent rise in popularity of infant carriers and slings can be attributed to a shift in parenting culture toward more hands-on, connected, and on-the-go lifestyles. Today’s parents are looking for practical ways to bond with their babies while still maintaining mobility and exibility in their daily routines. Babywearing supports that beautifully – it promotes emotional connection, helps with soothing and sleep, and allows caregivers to move through their day with greater ease.
How do your carriers or slings address the needs of parents seeking both convenience and comfort for extended periods of use? Are there specific features that make your products stand out in the market?
Snuggleroo Baby Carriers are thoughtfully engineered to meet the dual demands of comfort and convenience for extended babywearing. Our ergonomic design supports healthy posture for both baby and parent, with padded shoulder straps and a supportive back panel to reduce fatigue during longer wear.
With growing awareness of hip dysplasia, how does your brand ensure that your carriers provide proper support for babies’ hips and promote healthy development?
We place the highest priority on supporting healthy infant development, especially when it comes to the hips and spine. The Snuggleroo has been specially designed to comply with the guidelines of the International Institute of Hip Dysplasia, a leading authority on this important area of infant health.
Our carrier allows the baby’s hips to fall or move naturally apart on each side, while providing rm yet gentle support to the thighs and allowing the knees to remain comfortably bent.
How do you incorporate innovation into your products to keep up with evolving parenting needs and preferences, especially in terms of materials, design, or functionality?
At Snuggleroo, innovation is driven by a deep understanding of the evolving needs of today’s parents—who value simplicity, safety, comfort, and sustainability in equal measure.
One of our key innovations is the wrap-and-go design, combining the softness of a sling with the support of a structured carrier. It removes the need for complex wrapping, o ering a simple, secure solution from newborn to toddler.
Are parents increasingly seeking out specific brand names when choosing an infant carrier or sling, and how important do you feel is brand recognition in this product category?
With so many options on the market, parents are looking for trusted names that re ect quality, safety, and thoughtful design. In a category so closely tied to a baby’s wellbeing, reputation matters.
We understand that parents want peace of mind - they’re not just buying a product, they’re investing in their baby’s comfort and development. That’s why we’ve focused on building a brand known for ergonomic design, ease of use, and safety- rst innovation.
Christy: Tammy, welcome to The Nursery Store! Let’s start at the beginning—can you tell us a bit about your background and how you got into finance?
Tammy: Thank you! I’d say I kind of stumbled into finance, to be honest. I was studying Business Studies at university and chose to specialise in finance—it just clicked, and I carried on from there. Since then, I’ve worked across a range of industries, but mostly in the consumer space, which is where I feel most at home.
Christy: And what drew you to leadership roles within finance specifically?
Tammy: I’ve been lucky to have had a progressive career, and people have always been central to that journey. I really enjoy leading teams and supporting them to grow—and I learn a lot from them too, which I think is so important. I’ve had the opportunity to work in some fantastic businesses alongside truly inspirational leaders.
Christy: You’ve worked across several sectors—what kind of experience do you think will be most valuable in your role here?
Tammy: My time in the baby industry at Kiddicare and Mothercare really stood out for me. I loved it then and still do. I’m a mum myself, so I understand how considered these purchases are. It’s a privilege to support parents through such a life-changing chapter.
Christy: Was there something about our mission or values that particularly resonated with you?
Tammy: Absolutely. In this industry, putting the customer first is everything. I love that The Nursery Store is all about supporting the consumer’s journey—those
Retail matters
This month The Nursery Store’s Christy Foster welcomes their new CFO
Tammy
Hopla.
values really speak to me.
Christy: What excites you most about your new role as CFO?
Tammy: It’s such an exciting time to be joining. The rebrand of the business has opened so many opportunities. There’s real momentum, and I’m excited to be part of that journey.
Christy: What are your short- and long-term goals for the finance function here?
Tammy: Short term, I want to build a finance team that aligns with and delivers against our strategic goals. Longer term, my focus will be on introducing more automation, embedding data into everything we do, and really driving value creation as our strategy evolves.
Christy: And how do you see finance contributing to the wider growth of the business?
Tammy: At its best, finance is a value-add function. We have a key role in helping drive value while making sure the budget is protected and understood. If we put data at the heart of decision-making, we can really help steer the business forward.
Christy: How would you describe your leadership style?
Tammy: I’d say I’m a coaching leader—I like to set people up for success and support those who want to grow. Authenticity is hugely important to me. I always encourage people to be their true selves.
Christy: What advice do you often give to people just starting out in finance or business?
Tammy: Be curious. Get to know the whole business, not just your own department. Don’t work in a silo—finance touches everything, and you learn so much
by understanding how all the pieces fit together.
Christy: When you’re not in spreadsheets or strategy meetings, how do you unwind?
Tammy: I love being outside and spending time with friends and family. I’m also a Charity Trustee for Prevent Breast Cancer, which is really important to me.
Christy: And last but not least—do you have any little ones in your life who help keep you in touch with the parenting world?
Tammy: I do! I’m a proud mum of two—one’s now well into the teenage years—and I’ve also got a couple of nephews. When mine were babies, I developed a bit of a car seat obsession… I
think I upgraded four or five times with each child every time a better model came out!
Christy: I love that. We’re so excited to have you on board, Tammy—welcome again!
Tammy: Thanks, Christy. I’m really looking forward to what’s ahead!
Christy Foster, Managing Director
CFO Tammy Hopla
Barking Mad
Pramland’s John Barker revisits the topic of pricing following his article in the March issue of
Hello everyone, I hope you are all well and that March was a good month for you all. We saw it being a little strange to be fair. The rst weekend came and went, the second weekend came and went and then oddly the third weekend was manic! A combination of good weather and a February hangover must have been to blame – either way it resulted in another month showing 2025 may actually be turning a corner in terms of increased footfall and consumer spending.
This month I want to revisit last month’s article and continue my discussion on pricing and our industries unwillingness to ensure that it’s the consumer footing the bill for all the price increases we’ve seen over the past few years. This month see’s what will be remembered as a signi cant attack on businesses up and down the country. With rises in the minimum living wage and jumps in employers’ national insurance contributions the cost of running a business has never been more of a drain on the nances of a company. I can only imagine the cost implications to larger businesses and how this will
Nursery Today.
a ect their ability to maintain their operations at their current levels.
For “normal” industries they simply pass this cost on to the consumer. . .you don’t see Apple worrying about us all. Oh no, as sure as night follows day when they announce the Apple iPhone 1,000,000 in September the price will have increased by a good 5 – 10%. Only just last month I received my revised council tax bill, yep that was up too. It’s almost like someone at the council got their pencils out and thought how can we o sets the increases in our costs? I know let’s get more money in!
As Easter is just a few days away the news has been full of Easter related stories and one that really caught my eye was that the average price of an Easter egg in the UK is 14% more than last year. In typical BBC fashion they dumbed this down by telling us all that an Egg that cost £1.00 last year will cost £1.14 this year. . . I do fear for the future of the country! The crazy thing is that despite all the supermarkets forecasting sales will be damaged by this the truth is that they won’t.
The simple reason is that if you have kids in the family, they want an
A 10% discount of a £1000 pram leaves a retail price of £900. The same discount on a pram with an RRP of £1050 leaves a sale price of £945 – on an average margin according to my reckoning that’s still an extra £13.50 per pram sold. You’re earning more by selling the same.
Easter egg and you’ll buy them one. If you can’t a ord the freshly price increased £1.14 egg you’ll just buy them last years’ 89p Egg (that’s closer to the £1.00 your used to spending). I know what you are thinking. . .”if the brands put prices up the discounters will just slash 10% o again”. This is very true but at least that discount will be coming o a higher recommended retail price. A 10% discount of a £1000 pram leaves a retail price of £900. The same discount on a pram with an RRP of £1050 leaves a sale price of £945 –on an average margin according to my reckoning that’s still an extra £13.50 per pram sold. You’re earning more by selling the same. No need to chase sales – it’s just earning you more for
what you’ve been doing. I estimate that my month-to-month operating costs have increased by approximately 21% since 2020. This is a staggering amount and luckily, we’ve been able to increase our turnover in order to o set this cost somewhat. However, we haven’t managed to cover it all, the rest comes o the bottom line, limiting my ability to invest in my plans for the future (or a holiday says Mrs B!). A small change now could make a huge difference to those of us that haven’t been so lucky as to see an increase in footfall and turnover.
In my opinion, brands appear to be diversifying their ranges and this might be where the problem lies. Why would a brand that historically has a
For the sake of this industry things need to change. This change will be driven by one of two parties. Either the discounters realising they aren’t earning enough to keep going and stopping their downward spiral of price slashing, or the brand’s finally valuing us retailers
reputation as a car seat brand suddenly want to be involved in wheels or home equipment? Market share. Due to this they are driven by sales, and as a result they are more sensitive to the behaviour and pricing of their peers, and this is what, (again in my opinion) is preventing them from addressing the issue of living in an inflation proof industry. Brand A will be reluctant to increase their RRP as this will hand the advantage to brand B. This is however I feel perhaps a very short-sighted view, let me explain why. As retailers we’ll push what earns us money (or at least that’s what we should be doing). Ok, so we’ll always look to stock what the consumer wants but if we are faced with an option to support one brand more
than another the margin we earn will always be a factor we consider. If Brand A increases prices, we’ll support that decision and we’ll drive business to the brand as it supports us and allows us to “make ends meet”. Brand B may initially see an improvement in sales by keeping its price at an unsustainably low level but eventually retailers will realise their error and Brand B will see support start to deteriorate, they may even find their shop floor space reducing – which could in my view eventually lead to less brand awareness.
For me a products place in the market is driven by several factors including price, quality and features. If a products price must increase for
the benefit of the brand and those that resell it, so be it. If that product is desirable comparable to its peers consumers will not be put off by an increase in price even if this means it’s now more expensive than the alternatives. After all Heinz ketchup is twice the price of a shops own brand but it’s still the best seller in every supermarket.
For the sake of this industry things need to change. This change will be driven by one of two parties. Either the discounters realising they aren’t
earning enough to keep going and stopping their downward spiral of price slashing (no doubt hell will freeze over before this happens), or the brand’s finally valuing us retailers and giving us the ability to earn more when we sell by increasing their prices. In the perfect world we’d get both and we’d all be holidaying in the Bahamas every other week off the proceeds, but the truth is that we only need one of these to change in order to see a hugely positive impact on our industry and stop seeing all these store closures.
Compact choice for modern parents
Compact fold pushchairs have quickly become a favourite among modern parents and it’s easy to see why.
Designed with convenience, portability, and style in mind, these sleek pushchairs o er the perfect solution for families on the go. Whether navigating city streets, hopping on public transport, or packing for a weekend getaway, compact fold pushchairs are rede ning what it means to travel light with a baby.
At the heart of their popularity is space-saving design. These pushchairs fold down in seconds, often with just one hand, into a lightweight, streamlined shape that’s easy to store in small car boots, hallways, or even aeroplane overhead compartments. No more struggling with bulky frames or sacri cing precious storage space at home. For parents who value mobility and e ciency, compact pushchairs o er all the functionality of a full-size stroller without the bulk.
Dorel’s Senior Field Marketeer Nicola Coletti told Nursery Today: “Parents are juggling more than ever before, so convenience is key. Compact fold pushchairs are easy to carry, store, and use, especially when you’re in and out of cars or travelling on public transport. They also suit modern living, where space is often limited. The quality and comfort of these models have improved too, so parents no longer have to compromise on functionality for a smaller size. It’s about making everyday life easier, especially when you’re on the move with little ones.”
With the continued growth in popularity of these wheeled solutions and with holiday season fast approaching, Hauck’s Head of Sales, Helen Robinson feels that it is now that many will be seeking out compact folds that adapt to travelling abroad commenting: “The single most asked question we get asked is ‘Is the pushchair suitable for travel on a plane, does it t in the overhead locker?’. With the average age of a new mother now almost 30 years old, we see these families more likely to travel abroad than previous generations. These parents are often looking for a compact folding pushchair they can use up to the departure gate and have available as soon as they disembark.”
However, is the balance between cost and features signi cant within this category when parents’ are making their purchase decision? “Consumers want cost e ectiveness.” Said Ergobaby’s B2B Marketing Manager, Holly Brewer. “A quality, durable product that o ers them the features they want while lasting as their child and family grows, at a competitive price point, is a compelling
proposition. For those who wish to spend more for even greater functionality, our Metro 3 has a variety of compatible accessories to allow consumers to customise their stroller into exactly what they need.”
Parents are juggling more than ever before, so convenience is key. Compact fold pushchairs are easy to carry, store, and use, especially when you’re in and out of cars or travelling on public transport.
Nicola Coletti, Dorel
Innovation has played a major role in the evolution of Compact Folds over recent years. Modern compact strollers are impressively engineered: many weigh less than 8kg yet still include features like multi-position recline, extendable sun canopies, under-seat storage, and durable wheels. Some even o er one-handed steering and travel-system compatibility, making them as practical as they are portable. The folding mechanisms themselves have become a key selling point, with smooth, intuitive designs that make life easier from day one.
For nursery retailers, compact fold pushchairs present a high-demand, high-appeal product category. They attract a broad customer base - from rst-time parents and frequent travellers to grandparents looking for a fuss-free option. Their stylish designs and practical bene ts make them ideal for showroom displays and online promotion alike. Demonstrating the quick-fold feature in-store often results in immediate sales - it’s a wow factor that genuinely resonates.
In a world where space is at a premium and parents crave exibility, compact fold pushchairs are more than just a trend, they’ve fast become a necessity. They cater perfectly to modern lifestyles without compromising on quality or comfort. For retailers, they o er a valuable opportunity to meet contemporary parenting needs with innovative, space-savvy solutions that y o the shelves.
Electa – designed for city living
The Electa Stroller is ideal for city life. Both incredibly lightweight and compact, the stroller can be taken everywhere.
Thanks to the state-of-the-art chassis, Electa moves around all corners of the city with ease. Its lightness means it can easily be carried up and down stairs and on and o public transport, while parents are carrying their little one.
When closed, the stroller is the size of a travel trolley and can be conveniently stored in the luggage compartment of the smallest city car. Like all Inglesina strollers, Electa features the renowned one-handed closure and opening.
No matter which Inglesina stroller you choose, it comes with a carrycot and the trademarked Welcome Pad as standard, both developed with neonatal pediatricians and compliant with EN 1466:2023 for safe overnight sleep. sales@cuddleco.co.uk
Three strollers in one
Meet 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
Packing big adventures into small spaces
The Metro 3 All-in-One Compact Stroller is the newest addition to Ergobaby’s award-winning Metro Stroller line, engineered to deliver premium comfort, convenience, and versatility.
Integrating consumer feedback with its unique design expertise Ergobaby has combined the best of previous Metro models with new and improved features such as a self-assisted one-handed fold, a more comfortable stroll for all, new storage solutions, accessories and more.
Perfect for families on the move, this stowable stroller is suitable from newborn4yrs, weighs 7.7kg and folds to just 56x44x23cm – all while having the roomiest seat in its class. The Metro 3 also comes with the ErgoPromise Lifetime Guarantee.
For further information contact Claire Morris on the below. cmorris@ergobaby.co.uk | www.ergobaby.co.uk
Experience ultimate ease with Doona X
Doona X effortlessly transitions from car seat to stroller in seconds, making it a compact and practical choice for life on-the-go.
It’s innovative design features three adjustable recline positions – Sit, Relax, and Lay Back. It smoothly transitions from an upright sitting position to a near lay flat (or full recline) mode. This adaptable design serves as an all-in-one solution, streamlining the parenting journey.
Doona X meets stringent safety standards and is R129 certified. Along with three recline positions, Doona X boasts a new shock absorbent mechanism for a smoother ride, and a soft release system when moving from car seat to stroller. sales@cuddleco.co.uk www.cuddleco.co.uk
Birth to toddler
A super auto fold stroller that is suitable from birth up to toddler age with a wellproportioned seat.
The Push Me Astro is 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. Some additional features of the Push Me Astro are the independent standing position when folded down, helping on storage space and safety and there is also have a wide viewing panel and deep shopping basket for added benefit.
TEL: 01454 326 555
www.redkitebaby.co.uk
Luxury strolling
Maxi-Cosi Fame redefines luxury strolling for both parent and baby from newborn to four years old.
This innovative pushchair and travel system features the inventive LumiRide LED lighting system, to illuminate darker streets and pathways, always keeping parent and baby safe and visible. A spacious height adjustable Close2Me carrycot ensures parents never get backache when lifting their newborn in and out.
With an integrated SoothingSlope, parents can easily adjust the incline to aid with reflux and discomfort. This plush carrycot also has a reversible, breathable memory foam mattress and ventilation window, encouraging optimal sleep and comfort for baby.
www.maxi-cosi.co.uk
Go pro
It’s time to go pro with the new litetrax pro from Joie, a lightweight, easy-fold stroller that is ready to roll on any adventure thanks to the luxe suspension and PunctureProof tyres.
Packing up is easy even when hands are full – one quick tug of strap and the litetrax pro easily folds into a freestanding compact fold that’s perfect for tucking into small spaces or carrying on
Transfer sleeping baby or adventure with a busy toddler – with carry cot, infant carrier and pushchair modes, you can create a versatile 3in1 travel system that meets a child’s needs from birth to big kid. uksales@joiebaby.com www.joiebaby.com
Premium 3-in-1 travel
The Maxi-Cosi Oxford is a premium 3-in-1 travel system, blending timeless style with cutting-edge innovation.
Designed for city strolls and outdoor adventures, it features puncture-proof all-terrain wheels, four-wheel soft suspension, and a spacious, lie- at seat for ultimate comfort. The UPF 50+ canopy, 5-point easy-in harness, and pivotable bumper bar keep little ones safe, while the intuitive fold, large storage basket, and parent pocket add convenience.
Paired with the Pebble 360 Pro car seat and FamilyFix 360 Pro base, Oxford delivers e ortless transitions and superior safety, ensuring modern parents travel in style from birth to four years.
www.maxi-cosi.co.uk
New and improved
Anywhere, anytime, and any mood – the parcel LX is always travel ready with an easily activated compact fold.
The new and improved parcel LX now has larger wheels than the previous model making it even easier to take on those tougher terrains. Foam lled for durability, your wheels will never be the reason for missing out on adventures.
With multiple recline options, snoozy toddlers can rest after a busy day on their feet. With an adjustable leg rest ready to support tired legs they will be able to recharge in comfort when out and about.
uksales@joiebaby.com www.joiebaby.com
CYBEX COMPACT BUGGIES: NEW 2025 COLLECTION
CYBEX introduces the new 2025 collection for its travel and comfort buggies within the Gold line portfolio, featuring design updates and a unique range of modern colors.
Modern parenthood is meant to be full of adventure, whilst being as easy as possible, and most important…fun! CYBEX have developed 4 di erent travel and compact strollers with all of this in mind. Every parent has di erent needs and choosing a compact stroller is no di erent – why have a choice of 1 compact stroller, when you can have 4! Whatever you require the stroller for, CYBEX has thought of everything…
Libelle – Small Fold Genius
This is the smallest and lightest compact stroller and weighs just 6kg. It has been designed to t in overhead compartments on planes and trains. The small fold on the Libelle is truly impressive and is the perfect travel companion. The Libelle is travelsystem ready and is extremely easy to add a CYBEX car seat on to the stroller.
Orfeo – Comfort goes Compact
The Orfeo is also hand luggage compatible and even includes a carry strap for ease! The Orfeo features an ergonomic lie at making it suitable from birth. A CYBEX car seat can also be added to the Orfeo.
Beezy – Comfort on the go
Not everyone is after a hand luggage compatible stroller… the Beezy is the perfect cozy, city stroller. It features all-terrain wheels for a smooth journey over every surface and does not compromise on comfort. The Beezy can features a full lie- at recline so can be used from birth. For extra exibility when out on a drive, the travel system feature makes it easy to attach any CYBEX infant car seat
EEZY S TWIST+2 – 360° seat
The EEZY S TWIST +2 features a quick, one-handed twist where the seat unit and integrated legrest rotates 360° without detaching, so that the child can be instantly forward or parent facing. An ergonomic lie- at position and all-terrain wheels make every journey smooth and comfortable, no matter the surface. Travel-system ready, this buggy can carry a Cot S or CYBEX infant car seat, giving parents multiple options for the day ahead.
New colourway
Like every year, colours are always one of the main trends for pushchairs, those that are in line fashion and home trends will continue to be popular which is where the new gorgeous Moss Green colour has come in… you can pick this up in the Orfeo, Libelle or Beezy!
Get in touch with your sales representative regarding visiting the CYBEX UK showroom to see products, create content, or receive dedicated training.
Contact Emea-ukcontact@columbustp.com
CYBEX Beezy
CYBEX Orfeo
CYBEX Eeezy S Twist
Affordable style
Award-Winning Compact Pushchair
For over a century, hauck has been dedicated to creating high-quality products that make family life easier.
The Travel N Care pushchair is the ideal companion for modern parents who love to explore. Ultra-light yet sturdy, it folds e ortlessly with one hand and stands independently - perfect for travel by plane, train, or car.
With its smooth suspension, UPF 50+ canopy, and spacious reclining seat, comfort is guaranteed. Practical details like machine-washable fabrics and a large storage basket make life easier.
Winner of the Mother & Baby Gold Award 2024, this pushchair is built for adventure!
info@hauckuk.com
www.hauck.de/en
Myavo: High-style, budget-friendly compact stroller for modern
Graco’s award-winning Myavo is a stylish, modern stroller available in multiple colourways. Weighing just 5.8kg, it is one of the lightest compact strollers on the market and is suitable for newborns up to approximately 4 years (0-22kg).
Designed with parents in mind, Myavo features an automatic, one-hand, one-second folding mechanism and a convenient stand-alone fold function. It also includes a removable, rotating bumper bar, adjustable calf support, and a spacious, easy-access storage basket.
Myavo combines a ordability with style and convenience that modern families crave, making it an unbeatable choice for parents prioritising budget, convenience, and
www.gracobaby.eu
Venicci Claro is the ultimate choice for urban parents who need a truly compact fold.
Designed for e ortless portability, its slim and lightweight frame folds down with ease, making storage and transport hassle-free.
Whether tucking it into a small car boot, navigating busy streets, or tting into tight spaces, Claro’s compact design ensures convenience at every turn. Perfect for city life, it’s the go-to pram for parents who need a space-saving, easy-to-handle solution.
www.venicci.co.uk
new! Birth to big kid
Meet versiti, the customisable stroller that will t your family now and later. Designed for families what want one stroller to last from birth to big kid or for families that have two children, this pushchair o ers manoeuvrability exibility and enough options to keep your family rolling from now into the future.
Fully customisable, the versiti will t your family now and for the years to come. Made to make caregivers lives that little bit easier, while keeping little ones comfortable with over 20 seating options, ergonomic features and premium fabrics.
Versiti will adapt to every stage of your little one’s lives. With single to double capabilities, it’s made to match whatever stage you’re in. Pair it with your favourite Joie infant carrier or carry cot for a luxury pram or stroll rst class with the included toddler seat.
Growing your family? Versiti transforms into a double stroller with multiple seating con gurations and includes additional storage space so you can easily t everyone’s outing essentials. uksales@joiebaby.com www.joiebaby.com
With the continued growth and popularity of Compact Folds, Nursery Today caught up with Jolly Tots Managing Director, Lorretta Owen to gain her insights into the product category and how it performs for the business.
Compact yet mighty
What factors do you feel have contributed to the rapid growth in popularity of compact folds among parents in recent years?
I think that a number of factors have contributed to the rapid growth in popularity of compact folds in recent years. We are nding that customers are perhaps purchasing a number of compact strollers. One for the grand parents who now help with childcare due to the extortionate cost of nursery care, another for travelling abroad which is “cabin friendly” and sometimes a third for staying in the boot of the car.
We are seeing a trend that people who travel abroad on holiday with little ones are making this purchase more frequently as they are perhaps travelling two, three or more times a year. We are nding some customers are even viewing compact strollers as disposable too. Sometimes only purchasing for a holiday or changing to a di erent style once they have used them for a short amount of time.
I think there are customers who also want to keep up with the latest trend. Whether that’s the newest model, fold or colour. It’s become for some almost a fashion accessory which has to t the current look. Is this a product category that performs well for your business?
We sell a HUGE amount of compact strollers. We call our busiest period “stroller season”. As the weather has been glorious the last week we are nding sales in compact strollers really picking up. Customers are thinking about holidays and booking them and this then brings them to start thinking about a holiday stroller.
We have a HUGE choice on display in both stores. I often have periods when I try to streamline the options but then a new design/ colour comes out so we increase the range again. It’s an on-going joke with my Manager Harvey at our Evesham store. We nd that
People are travelling more and more with young children and more often. This means that a compact stroller is a must on the shopping list. Sometimes reigning in the lists of wants to the reality of what is possible is somewhat challenging and sometimes quite di cult.
there is a great option to selling add-ons in this category. Battery operated fans, parasols and cup holders all performing exceptionally well.
Brands that perform really well for our business across the stores are Joie, Nuna, Silver Cross and Cosatto.
How are lifestyle changes, such as urban living and frequent travel, in uencing the demand for compact folds?
People are travelling more and more with young children and more often. This means that a compact stroller is a must on the shopping list. Sometimes reigning in the lists of wants to the reality of what is possible is somewhat challenging and sometimes quite di cult.
We nd that the customers in our Birmingham store with a more “urban lifestyle” are looking for compact strollers sooner often nding the travel system too big or cumbersome for everyday life. Especially if they live in properties with stairs, etc.
While cars are getting bigger boots seem to be getting smaller and smaller. When boot testing for customers we are nding that the boots don’t have the room for umbrella style strollers due to wheel arches etc. taking up space in cars. This is where the
consumer also chooses a compact folding stroller. What speci c features do your customers prioritise when selecting a compact fold, and how have you experienced a change with these preferences evolved over time?
Customer’s expectations from a compact fold stroller is getting greater and greater! My personal favourites have been “a twin cabin friendly stroller”. Then “a cabin approved stroller that’s parent and world facing with suspension”. Pramland’s John Barker analogy of customers looking for a “Unicorn” was the most perfect comparison! Some customers often expecting me to know the cabin dimensions of every airline. Even when they are travelling on several with connecting ights.
Popular features that customers are looking for are extending hoods with SPF protection, travel bags , weight capacity up to 22kg and that ever elusive “cabin approved”.
How signi cant is the balance between price and features/functionality with your customers when making their purchasing decisions?
We nd that there are two di erent types of customers in this category. Those that just want something “cheaper” for a holiday that perhaps they
mighty
aren’t going to use very much after. Then the more di cult customer who wants it to do everything that their all singing all dancing travel system does but needs to be “cabin approved”.
Those customers that want it for a short time are happy to have something cheap and cheerful. They are looking for smaller fold, good recline and lightweight.
The customers who want it to replace the existing travel system are the more challenging. Often the expectations need to be managed. We nd that this customer can spend hours in the store trying to nd something that meets all their needs.
Sadly, the reality is with a compact stroller no matter what brand you choose will not have all the features that the larger travel system has. It’s then a case of seeing what they can be without and managing the expectation. We nd that this customer will often visit the store several times before making a purchase. Thinking that perhaps they can nd what they are looking for elsewhere.
Do you feel that your customers have researched this category prior to purchase? Again there are di erent types of customers. Those that know nothing and those that know more than us! We actively encourage the customer to try babies in the strollers in store so they can see how they handle and how the child ts. We nd some customers really don’t like the compact strollers that sit at a slight recline when upright. So, if they are looking at a model with this sit-up we make sure they have tried them out. We o er boot checks and instore
demonstrations all to help them make the correct purchase for their needs. As no one wants to see them come in on a Monday for a refund when they have made the wrong choice.
Have you experienced social media, online reviews, and product demonstrations in uence parents’ purchasing decisions and perceptions of compact fold pushchairs?
Social media is a great way to showcase the amazing “gravity fold” on the market currently. Customers are also in uenced by what stroller in uencers are using. This is something that social media helps drive. We nd that stroller TikTok videos are extremely popular gaining lots of views. Customers are intrigued by the simplistic fold and the temptation of an “easier life”.
I think those instore will come in with social media inspiration but once instore will develop in general a more practical approach. With our guidance nding a compact stroller that best ts their needs.
Do you feel we have su cient innovation and new product launches within this product category? There are so many compact strollers on the market currently. Other than colourways, etc. I don’t feel that there has been much innovation the last few years. It would be nice to see even more of a compact fold or maybe I’m just as bad as the customer chasing the impossible.
How do you keep up with consumer trends and preferences within this sector?
We keep up with customer trends and feel we provide a great choice of strollers. We have a vast amount on display. A great choice of models in a variety of colourways. We try to cater for every budget. Providing something for every customer. No matter how hard their list of requirements may appear to be!
supplier snapshot
Nursery
Today caught
up with some of the industry’s nest to gain their thoughts on Compact Folds
Nicola Coletti SENIOR FIELD MARKETEER UKI, DOREL
What factors have contributed to the rapid growth in popularity of compact folds among parents in recent years?
Parents are juggling more than ever before, so convenience is key. Compact fold pushchairs are easy to carry, store, and use, especially when you’re in and out of cars or travelling on public transport. They also suit modern living, where space is often limited. The quality and comfort of these models have improved too, so parents no longer have to compromise on functionality for a smaller size. It’s about making everyday life easier, especially when you’re on the move with little ones.
How are lifestyle changes, such as urban living and frequent travel, influencing the demand for compact folds?
Urban living means smaller living spaces, tight doorways, and busy streets. Parents want pushchairs that can handle narrow pavements and fold neatly into hallway cupboards or car boots. Travel is also a big factor - compact folds are ideal for train or bus journeys, or even just storing in the back of a car. With more families living in cities or travelling regularly, a lightweight, space-saving pushchair that doesn’t compromise on comfort or functionality has become more of a must-have than a nice-to-have.
What specific features do parents prioritise when selecting a compact fold, and how have these preferences evolved over time?
Ease of folding is still top of the list - one-handed folds are now a must-have when wrangling a baby and bags. Lightweight design, good suspension, and a comfortable seat are also very important. Storage baskets are getting more attention too, as parents want practical space without bulk. Safety and sturdiness also remain essential, but many now look for travel system compatibility or pushchairs that are cabin approved. Preferences have shifted from ‘small and basic’ to ‘compact and clever’, with parents expecting more thoughtful design in a smaller package.
How significant is the balance between price and features/ functionality in parents’ purchasing decisions?
It’s hugely important. Most parents want good value, but they’re also realistic - they know the cheapest option might not last or deliver on comfort. Many are willing to invest a little more if the product can grow with their child, or if it saves hassle day to day. That said, a ordability still plays a big role, especially with cost-of-living pressures. Brands that o er a thoughtful mix of quality, useful features, and a sensible price point tend to resonate most with families which is why Maxi-Cosi has a variety of pushchairs at di erent price points to suit varying budgets.
What innovations have been introduced within this sector and how are they shaping the future of this product category?
We’ve seen big improvements in fold mechanisms, materials, and multifunctionality. Some compact folds are now suitable from birth, which wasn’t always the case. Others have travel system compatibility or lie- at
reclines - like Maxi-Cosi’s Fame, which combines all three with an easy, intuitive fold. Sustainable materials are also gaining ground, with more parents asking where and how their pushchair is made, which is also an increasing priority for many brands including Maxi-Cosi. Particularly for us, there’s a focus on pushing boundaries - like creating ultra-compact folds without losing that ‘proper pushchair’ feel. Innovation now is about smarter design, not just smaller size.
To what extent does social media, online reviews, and product demonstrations influence parents’ purchasing decisions and perceptions of compact fold pushchairs?
A huge amount, parents often turn to online reviews and demos before making big purchasesespecially rst-time parents who want reassurance from others who’ve been there.
Seeing a pushchair folded, lifted, or used can make a huge di erence. Social media o ers bite-sized insights and honest opinions that feel more relatable than a spec sheet. In uencer marketing is a huge part of our strategy at Maxi-Cosi, helping us show products in real-life situations through trusted voices. It does more than show what the product can do - it shows the convenience it o ers parents in everyday life.
Holly Brewer
B2B MARKETING MANAGER DOMESTIC UK AND DISTRIBUTORS, ERGOBABY
What factors have contributed to the rapid growth in popularity of compact folds among parents in recent years?
How are lifestyle changes, such as urban living and frequent travel, influencing the demand for compact folds?
Travel and urban living are key reasons for consideration in this category, but the right compact fold can o er so much more, and demonstrating this e ectively to customers can con rm a sale. For consumers on the fence about committing to an ‘occasional use’ stroller, showcase a product’s versatility beyond travel by demonstrating how a compact fold can enhance their everyday lives. Strollers that are deemed ‘cabin-ready’ also t comfortably in small car boots, and other features such as longevity, adaptability for di erent caregivers, and the option of seasonal accessories demonstrate its multifunctionality e ectively too. For customers living in urban environments with limited storage space and/or who need a exible option for both car and public transport, focus on the details that display how a compact stroller can o er the same functionality of a complex travel system without the bulk. Ample storage, car seat compatibility, plenty of padding etc. all help consumers see the value of the product.
What specific features do parents prioritise when selecting a compact fold, and how have these preferences evolved over time?
While core qualities such as comfort and of course weight and compactness remain the key drivers in this category, the features topping parents’ wish lists have changed alongside their needs and expectations of what a compact stroller can o er. For example, the Metro 3 is equipped with an in-built newborn nest meaning consumers can use it from day one all the way through to preschool age (4yrs). This impressive longevity is further underpinned by Ergobaby’s ErgoPromise Lifetime Guarantee against manufacturing defects in materials and workmanship, sending a clear message to consumers that Ergobaby products can be relied on.
How significant is the balance between price and features/functionality in parents’ purchasing decisions?
Consumers want cost e ectiveness. A quality, durable product that o ers them the features they want while lasting as their child and family grows, at a competitive price point, is a compelling proposition. For those who wish to spend more for even greater functionality, our Metro 3 has a variety of compatible accessories to allow consumers to customise their stroller into exactly what they need.
What innovations have been introduced within this sector and how are they shaping the future of this product category?
Seemingly simple innovations that make parents’ lives easier are becoming the hallmark of the most popular strollers amongst consumers. Fold mechanisms are a perfect example. Metro 3’s ingenious self-assisted fold mechanism is bound to impress customers. After pressing
the button on the handlebar users simply release the handle to allow the stroller to collapse by itself quickly and easily, while keeping one hand free for securing baby, bags etc. These small details that show that brands truly understand parents’ needs can have a big impact on purchase decisions.
To what extent does social media, online reviews, and product demonstrations influence parents’ purchasing decisions and perceptions of compact fold pushchairs?
We have a dedicated content creation team creating a wide variety of engaging content from short form videos to ‘carousels’ for social media. As well as the success of our educational videos, our most successful content is relatable pieces that share the highs and lows of parenthood and how our products make life with baby easier. This content is all available to our retailer partners via our online asset management platform Canto.
Helen Robinson
HEAD OF SALES - UK & IRELAND, HAUCK
What factors have contributed to the rapid growth in popularity of compact folds among parents in recent years?
One factor we have seen is with such a large increase in the costs of childcare, children often have more than one care-giver through the week, e.g. parents, grandparents, family, friends, childcare. Working parents are looking for a pushchair that’s easy to transport between houses when dropping o their child.
How are lifestyle changes, such as urban living and frequent travel, influencing the demand for compact folds?
The single most asked question we get asked is ‘Is the pushchair suitable for travel on a plane, does it t in the overhead locker?’. With the average age of a new mother now almost 30 years old, we see these families more likely to travel abroad than previous generations. These parents are often looking for a compact folding pushchair they can use up to the departure gate and have available as soon as they disembark.
What specific features do parents prioritise when selecting a compact fold, and how have these preferences evolved over time?
As above, the most common question is regarding the size of the fold, ‘does it t in an overhead locker?’. The introduction of the EN1888-2 standard for larger children has also become very important, with parents looking for a pushchair they can use for longer.
We are also seeing more parents requesting additional safety, such as SPF50+ fabrics, breathable materials etc.
How significant is the balance between price and features/functionality in parents’ purchasing decisions?
Price will always play an important role in a parent’s purchasing decision, but we know parents are willing to pay that little bit more for important features for them, particularly the larger child options.
To what extent does social media, online reviews, and product demonstrations influence parents’ purchasing decisions and perceptions of compact fold pushchairs?
We know from experience how a good review, or an award can have a signi cant impact on a parents purchasing decision. Our award-winning Travel N Care pushchair had such an amazing year in 2024, winning 3 prestigious awards, which made it one of our biggest selling pushchairs of all time.
Beside baby
Once considered a luxury, bedside cribs have swiftly evolved into a must-have item for new parents.
Bedside cribs o er both convenience and peace of mind, these compact sleepers are designed to sit snugly beside the parent’s bed, making nighttime feeding and soothing far easier, particularly for nursing mothers. As awareness around safe sleep practices grows, bedside cribs strike a sweet balance between bonding and safety, enabling parents to keep their babies close without compromising on health guidelines.
The popularity of bedside cribs has surged over the past decade, largely driven by shifting parenting styles, increased emphasis on infant sleep safety, and a boom in urban living where space-saving solutions are important. Social media has played a role, too, with in uencers and parenting bloggers frequently showcasing chic, multi-functional cribs that blend seamlessly with modern bedroom aesthetics.
For nursery retailers, bedside cribs have become a high-performing product category with many nursery brands o ering models with premium features including adjustable heights, rocking modes, breathable mesh siding, and easy portability, making them attractive to design-savvy and functionfocused parents alike.
With evolving parenting habits and the enduring desire for both connection and convenience, the bedside crib’s rise isn’t just a trend - it’s the new standard in nursery care. You will nd a number of products which are all available to order now across the following pages
Compact design
Shnuggle’s Air Lite Bedside Crib combines comfort, breathability, and reassurance in a compact design.
Retaining all the key features of the original Shnuggle Air, the Air Lite o ers a safe, snug sleep space for babies from birth. The crib features dual mesh sides to maximise air ow, a whisper-quiet drop-down side for easy access, and a hypo-allergenic mattress to help prevent overheating. A gentle incline provides colic and re ux relief, while seven height adjustments ensure it ts most beds. The rigid safety wall allows for safe bedside sleeping, and a storage hammock adds convenience for nighttime essentials. Available in grey and taupe.
www.shnuggle.com
COFFEE BREAK
Nursery Today caught up with Green Sheep’s Product Director, Josh Worrad to gain his thoughts on Bedside Cribs.
How has the design and functionality of bedside cribs evolved over the years, and what innovations have driven their growth in popularity?
When safe sleep advice was in its infancy, the rst bedside cribs to market were very much focused on the core purpose and the core functionality only, for example enabling baby to sleep beside parent, whilst maintaining their own safe sleep space. As one of the rst to market, we wanted to go beyond this and launched SnüzPod with a unique furniture-led design style and unique features also enhancing portability such as our lift-o bassinet.\As the category has evolved over the years, innovations to improve ease of access to baby, portability around the home, and usability for parent have continued to come through. Safety guidelines and style are also always evolving, so brands have moved to keep up with the latest in safety standards and the style that new parents want in their homes.
Are bedside cribs considered an essential nursery item in today’s parenting culture, and how do they compare to traditional cribs in terms of functionality and convenience?
Bedside cribs have absolutely become an essential on any expecting parents’ checklist. Firstly, because they allow parents to follow safe sleep guidance whilst maintaining closeness with baby and secondly due to the maturity of the category – many parents-to-be will have seen their friends and family use bedside cribs in the past and therefore see them as a must-have.
What speci c bene ts do bedside cribs o er to parents in terms of safety, convenience, and bonding with their newborns?
Bedside cribs were created to enable parents to follow safe sleep advice, so that very fact provides parents with peace of mind, here at Snüz our non-negotiable value is ‘safety rst. Beyond the product being safe, we want it to be additive to the parent experience so enabling parents access to baby as easily as possible, giving them options to use the crib next to and away from the bed so that baby has a familiar sleep space around the home and ensuring the product is not only comfortable for baby but ts within their home are just a few of the bene ts we always consider when designing our bedside cribs.
To what extent has social media, including in uencer marketing and parenting communities, contributed to the growing awareness and demand for bedside cribs?
With the rise of social media, community spaces and in uencers, people are more connected than ever and have the ability to educate themselves on safe sleep and be inspired by product options across multiple channels. The rise in popularity of bedside cribs has without a doubt been encouraged through recommendation, whether that is from an in uencer or someone from an NCT class or a family member or friend.
How can nursery retailers capitalise on the rise in popularity of bedside cribs and is there any advice or support you provide to your retail partners to assist them?
Retailers have the unique ability to connect with an expecting parent on another level, ultimately guiding them to the right choice for them. Presenting a wellrounded but curated range both online and in-store is extremely important, giving the customer choice without creating overwhelm; stocking well-known brands that provide peace of mind to an expecting parent and present the retailer as the place to shop the must-have items and displaying the products in a way that inspires & educates the customer.
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 bres for a clean sleep environment.
sales@cuddleco.co.uk
www.cuddleco.co.uk
New and improved features
Last month, award-winning nursery brand Snüz unveiled the 5th generation of its bestselling bedside crib, the SnüzPod.
The same bedside crib parents know and love but with new and improved features, the re ned SnüzPod5 o ers more visibility & breathability, portability and choice of colour.
Trusted by parents globally, the truly striking evolution has been curated with function and form, bringing grown up style to baby’s rst bed.
Already a safe and stylish choice for over half a million parents globally, the reimagined SnüzPod5 3 in 1 bedside crib with zip down wall, o ers many new and improved features for parents wanting to keep little ones close, so they can comfort and feed all night long.
TEL: 01789734022
trade@greensheepgroup.com | www.snuz.co.uk
Room to go
Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new roomie go from Joie.
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 rm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby.
uksales@joiebaby.com www.joiebaby.com
Five height adjustments
The Maxi-Cosi Iora Air co-sleeper is designed to keep newborn close, safe, and comfortable during those special rst months.
Its sumptuously thick mattress and soothing rocking function ensure restful sleep, while the breathable all-round mesh maximises air circulation.
With ve height adjustments and an easy-slide co-sleeping function, it perfectly ts the bed. Lightweight and foldable, it’s ideal for both home and travel, with hidden wheels for e ortless room-to-room movement.
Made from 100% recycled Eco Care fabrics, it’s soft, sustainable, and stylish, blending seamlessly into any modern home. A large storage basket keeps essentials within reach for stress-free care.
www.maxi-cosi.co.uk
Designed with style
After pioneering the bedside crib category with SnüzPod, Snüz has truly become trusted by parents around the world to support safe, cosy sleep right next to mum or dad.
After years of nessing a new design, combining the brand’s three core product values - safety, style and function, alongside unwavering quality, a brand-new lifestyle bedside crib arrived last year.
The award-winning SnüzPod Studio is a game-changer for parents-to-be looking for a considered and stylish rst 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
Sweet retreat
This sweet retreat is designed to keep little one close and cradled in their own secure space through the night, whether at home or away.
The lift and lower side makes for easy feeding, changing or cuddling – not to mention peace of mind during those rst newborn days. Kubbie sleep has a handy strap and clip attachment to secure the crib to the side of the best, keeping it nice and secure.
The secure, full size bassinet is a breeze to remove and reattach, taking you seamlessly from night to day, from nap to play. uksales@joiebaby.com www.joiebaby.com
Practical and cosy
The Rock-a-Bye Bedside crib is a co-sleeper crib allowing safe sleeping next to bed.
Use as a standalone crib and the soft oatmeal fabrics and nish will compliment any home setting. Featuring a unique soft rocking base that can help soothe any fractious babies and can x for use as a static base. Mesh sides always allow full view of baby and aids air ow to keep baby always cool.
TEL: 01454 326 555 www.redkitebaby.co.uk
Illuminating charm
Pabobo by Angelcare illuminates nurseries with its charming range of night lights.
These adorable companions, from whimsical projectors to soft, plush glow toys, o er comfort and reassurance for little ones.
Designed with safety and simplicity in mind, Pabobo’s lights feature gentle illumination and automatic shut-o , promoting peaceful sleep.
The collection caters to diverse needs, aiding sleep routines and easing bedtime anxieties. With its focus on quality and innovation, Angelcare’s Pabobo range is proving a popular choice for retailers seeking to enhance their nursery o erings.
The lights’ playful designs and practical functions resonate strongly with modern parents. Please contact Chris Grech-Cini on the below for further information.
cgrech-cini@angelcaregroup.com
Glowing success
Infant nightlights are a wonderful addition to any nursery, o ering both comfort and Nightlightsfunctionality.
designed speci cally for the nursery help emit a soft, soothing glow and can help calm babies and make night-time feeds or nappy changes easier for parents.
Available in a variety of shapes, colours, and brightness levels, nightlights can suit any nursery theme while providing just the right amount of light. Some models include additional features like lullabies, white noise, or timers for added convenience, with some nightlights also having App controlled connectivity. Whether plug-in or rechargeable, these gentle lights create a peaceful environment that encourages restful sleep and helps little ones feel secure throughout the night.
Here we highlight products that are all available to order now.
Calming and connected
The Soothe Light & Sound is the perfect sensory experience to create a calm, relaxed nursery.
It easy to personalise your baby’s sleep routines with soothing lights, sounds and sleep-inducing lullabies. As a child grows from newborn to toddler, this nightlight can help teach them awake times with personalised time-to-rise settings.
Via the Maxi-Cosi Connected Home app, you can control, programme and adjust music, light and colour brightness and create your own sensory nursery scenes for a more personalised touch.
For added functionality, pair with the Maxi-Cosi See Baby Monitor (sold separately) to set up your own routine. With this, you can set the Soothe Light & Sound to automatically turn on when the monitor senses your baby is awake. www.maxi-cosi.co.uk
Time for Zed!
Sometimes you need more than just a night light to settle a fretful baby or reassure a toddler who is transitioning from a cot to their first bed.
Zed has a calming red glow with 3 light levels, but the real innovation is the patented dual motor technology which send calming vibrations through any mattress.
It is an all too familiar scene for new parents when their baby seemingly sleeps better in the car than the crib or cot. Worn out mums and dads frequently do the 2am drive round to get their baby to sleep! But now, Zed is here to help. He’ll bring the soothing feeling of a car journey to the safety of your baby’s crib or your toddler’s bed, with a soothing glow and calming vibrations that will take them to the land of nod in no time. What’s more, Zed is portable so it’s great for creating a familiar environment when away on holiday. www.rockitirocker.com
Warmth of the moonlight
Winner of the 2024 Junior Design Award, the Shnuggle Moonlight is a portable, dimmable night light designed for both babies and parents. With dual Parent and Child modes, the Shnuggle Moonlight offers soft, sleep-safe LED lighting ideal for night feeds, changes, and soothing routines. Its clever temperature-sensing base helps ensure the perfect sleep environment. Rechargeable and easy to use, it features up to 10 hours of battery life and a flip-to-turn-on design. Loved by parents, the Moonlight grows with your child from newborn to toddler, making it a must-have nursery essential for peaceful nights and restful sleep. www.snuggle.com
Clutter free
Dr. Brown’s UK has exciting new additions to make feeding time easier!
The Drying Tower is a game-changer, holding up to 12 bottles while keeping countertops clutter-free. Also new is the Silicone Narrow Bottle Brush, designed for a thorough yet gentle clean, perfect for narrow bottles. Plus, the Weighted Straw Cup helps little ones to drink independently, ensuring the straw stays in place at any angle. For more information about these innovative products and stockist enquiries please contact Phil Bosher on the below. phil.bosher@babycentral.co.uk
Living the high life
CYBEX is expanding its home portfolio with the new IRIS Highchair, where top-tier, design-driven innovations meet straightforward, stylish simplicity. IRIS is made for everyone. A forever piece that blends into the family as it grows, keeping life simple, natural, and seriously cool. Its clever board design secures the perfect, spine-friendly posture for every age.
Made with high-quality European beechwood, known for its robustness and durability, IRIS provides extreme ergonomic comfort and a seating solution that will last for a lifetime and beyond.
www.cybex-online.com
Make space with CuddleCo’s new storage range
Introducing CuddleCo’s Dutch House Storage Baskets and Country Cottage Storage Baskets – the perfect blend of style and practicality.
These beautifully woven baskets offer a versatile storage solution for everything from toys and books to blankets, making them a charming addition to nurseries, playrooms, or even living spaces. Each set includes three baskets in varying sizes, from small to large, ensuring ample storage while keeping things tidy.
Designed with both function and aesthetics in mind, these baskets are a must-have for any home – and are sure to be a sell-out! sales@cuddleco.co.uk www.cuddleco.co.uk
Fantastic space saver
Such a practical solution to small spaces, the Feed Me Fold highchair collapses down to an exceedingly small size to enable storing away and not in the way when not in use!
The Feed Me Fold has a super quick and easy folding mechanic which is achievable using only one hand, making the collapse down effortless and simple.
Cleaning highchairs can often be a full time job… while keeping this in mind the Feed Me Fold has a removable and adjustable tray along with a wipe clean cover, hopefully this helps cut all cleaning time down considerably.
Safety and comfort are ticked off with many features to this great highchair, some of which include the 5-Point harness and a comfy little footrest for those flap flopping legs at mealtimes.
TEL: 01454 326 555 www.redkitebaby.co.uk
Seeing double
Meet Estrella, the new double stroller from Joie Signature.
This luxe and stylish lightweight double stroller features two customisable seats – perfect for navigating adventures with little ones who don’t always see eye to eye.
Styled in the brand-new Signature look, Estrella has a lie flat recline in each seat that works individually, creating a cosy, ergonomic haven that is suitable from newborn to toddler.
The adjustable leg rests offer cushy calf supports to let growing, tired legs kick back comfortably, while the all-wheel suspension will absorb the impact of any terrain without disturbing sleeping tots. uksales@joiebaby.com www.joiebaby.com
Print and colour for all
Brand new for April 2025, the multi award winning SnüzPouch is having a refresh!
This year marks even more choice for parents, with there being a print and colour to suit every parent’s home interior. The new styles include a cross print, a dot print, as well as the signature star or cloud print in a new and redefined design with shades that are made up of sand, cashmere, sage, graphite and blush.
Now available in 3 sizes, with the arrival of a larger addition (0-6, 6-18 and 18-36 months), the patented, carefully considered and handy nappy change zip on the 0-6 and 6-18 month sizes make nighttime changes quick and easy, the SnüzPouch ensures less disturbance for baby and more convenience for parents. The new 18–36-month size offers an alternative zip to allow for more freedom of flexibility as baby gets bigger and more mobile in their sleep space.
After months of hands-on testing by more than 100 child testers and their families, MadeForMums are excited to reveal the results of their very rst MadeForMums Toilet & Bathtime Awards.
Awide range of products were put through their paces by the MadeForMums testing community – made up of real parents, children and families – who gave honest, in-depth feedback on everything from nappies, changing bags and baby wipes to bubble baths, potties and rash creams. The MadeForMums Toilet & Bathtime Awards 2025 are the rst of their kind, shining a spotlight on the essential products parents of babies and young children use every single day. From bathtime favourites to the tools that make potty
training and nappy changing easier, these awards celebrate the very best in class. Their army of testers considered key factors such as ease of use, parent-friendly features, value for money and eco-credentials to decide which products truly deserved to be award winners. Spanning more than 30 categories, they are proud to present the standout performers of the MadeForMums Toilet & Bathtime Awards 2025.
SILVER: Bambino Mio Revolutionary Reusable Potty Training Pants
Best Products for Sensitive Skin
GOLD: Kinder by Nature Nose Nuzzles wipes
SILVER: Colief Baby Face Balm Stick Format
SILVER: Kit & Kin Biodegradable Baby Wipes
BRONZE: Pura nappies and nappy pants
Best Pull-Up Nappies
GOLD: Mamia Size 4 Nappy Pants
Best Reusable Nappies
GOLD: Bambino Mio Revolutionary Reusable Nappy
Best Shampoo
GOLD: Mini U Honey Cream Shampoo
SILVER: Mini U Tropical Berries Hair & Bodywash
Best Sleepytime Bath Products
GOLD: Mamia Baby Bedtime Bath
SILVER: Colief Baby Massage Oil
Best Swim Nappies
GOLD: Splash About Happy Nappy DUO
Best Travel Potty
GOLD: Potette Plus 2-in-1
Best Mattress Protector
JOINT GOLD: Bedwetz Premium quality bed pad with tuckable sides.
JOINT GOLD: Hygge Sheets Mattress Protector
SILVER: Panda Kids Bamboo Mattress Protector
A hat trick for Hippychick!
Hippychick is thrilled to have picked up a trio of silver wins at the MadeForMums Toilet & Bathroom Awards 2025 — a testament to the brand’s commitment to only selecting the highest quality baby and toddler products on the market!
Leading the charge was beloved brand Nattou, securing two of the three accolades. The elegantly designed Nattou Dropy Nappy Bin impressed judges with its practicality and sleek look, praised as “a functional item that looks good and can be used with one hand.” Meanwhile, the Nattou 3-in-1 Potty earned silver in the best potty category, commended for its adaptable design that “grows with your child and sits higher than other potties.”
Rounding o the wins, the newly launched Bumbo Max Changing Pad claimed silver in the best changing mat category. With its ergonomic design and detachable mobile hanger, it turns nappy changes into a smoother, more engaging experience for both parent and baby.
TEL: 01278 434440 | www.hippychick.com
For full details, including judges and MadeForMums team testimonials, please visit www.madeformums.com/toilet-and-bathtime-awards-2025
Two golds for Bambino mio
Bambino Mio wins Best Reusable Nappy & Eco Product at MadeForMums Awards!
Bambino Mio, scooped two gold awards for its Revolutionary Reusable Nappy at the 2025 MadeforMums awards, topping the Best Reusable Nappy and Best Eco Product categories.
“With much more awareness on climate change, parents are looking at how they can do their bit,” said Samantha Williams Joint Managing Director of Bambino Mio.
“Reusable nappies have improved dramatically and are so easy to use now. Our Revolutionary Reusable has adjustable waist and leg poppers so it’s the only nappy your baby needs until potty training. Boosters control absorbency and the back ‘poo pocket’ reduces poop explosions.” Samantha added.
The Revolutionary Reusable ‘Give it a go bundle’ with 5nappies, boosters & liners is £89.99. www.bambinomio.co.uk
Two golds for Shnuggle
Shnuggle is thrilled to have scooped two GOLD wins in the Made for Mums Toilet & Bathtime Awards for Best Baby Bath and Bath Support, securing a continual winning streak for the Shnuggle Baby Bath and a rst win for brand new launch, The Newborn Bath Support.
Designed to securely cradle baby in a comfortable, reclined position, the Shnuggle Newborn Bath Support (RRP£21.95) is ergonomically crafted to support even the tiniest babies, giving parents the con dence to bathe, bond, and comfort their little one with ease. The soft, tactile material enhances comfort and warmth, while the contoured design ensures babies are held securely. The Newborn Bath Support is available in ve stylish colours, designed to complement any home and the wider Shnuggle bath time collection. It also features a water level indicator for the ideal water level during bath time.
The multi award-winning Shnuggle Baby Bath (RRP £25.95) was initially launched over 10 years ago, providing a tub tailored to newborns, complete with the added security of the ‘Bum Bump’ to keep babies safely in position, allowing parents to relax and enjoy bath time. It has remained a favourite among parents and continues to be the top choice for a baby’s rst bath, trusted by thousands of families worldwide. www.shnuggle.com
Vegan friendly
Kinder by Nature products are lovingly developed in the UK using naturally derived ingredients from plant or vegetable extracts and vegan friendly!
These multi award winning products are 100% fragrance free, no nasty chemicals and perfect for sensitive and eczema prone skin. Plus they are Dermatologically tested and Paediatrician approved. They not only care for baby’s skin but also our environment using 100% biodegradable ultra soft cloth that compost in just 60 days! Kinder by Nature can proudly say that not only is their cloth environmentally friendly but their packaging too, which is 100% recyclable. That’s why they are Kinder by Nature. info@jacksonreece.com | www.kinderbynature.com
Gold for Splash About swim products at MadeForMums Awards!
Splash About scooped two gold awards for its innovative swimwear at the 2025 MadeForMums awards.
Splash About’s 2-in-1 Happy Nappy DUO won Best Swim Nappy while its Splash Jammers topped the Best Potty Training Accessory category.
“Potty training is such a hot topic right now, we’re so proud that parent judges felt Splash Jammers facilitated this development stage.” commented Lesley Beach, Joint Managing Director of Splash About.
Jammers have the same leak-prevention design as the brand’s award-winning swim nappies but uniquely are a more grown-up style. This helps prevent mixed messages and supports the transition from nappies to big kid pants.
Available from 2 years in 10 cute designs.
TEL: 01472 236465 | www.splashabout.com
With the weather improving and families focussing on holidays or day trips, staycations or going abroad, we shine the light on products available to order which are ideal to o er your customers at this time of year.
Comfort and convenience
The WonderFold Stroller Wagon is the ultimate companion for summer adventures, o ering a perfect blend of comfort, convenience, and durability. Designed for sandy shores and outdoor excursions, this stroller wagon features all-terrain wheels that glide e ortlessly across the beach, ensuring a smooth ride for little passengers. With its spacious seating, ample storage, and UV-protective canopy, it keeps children shaded and comfortable during sunny outings. The sturdy yet foldable design makes transport and storage hassle-free. Whether for family beach days, picnics, or festivals, the WonderFold Stroller Wagon delivers practicality and style, making it an essential choice for active parents this summer. For stockist enquiries please contact Phil Bosher on the below. phil.bosher@babycentral.co.uk
Universal Parasol
A lightweight parasol with a universal clamp that will t most pushchairs and strollers.
Multi directional adjusting means you can shade baby from strong sunshine and also helps overheating. Includes UPF 50+ lining fabric for extra protection and nished in a modern black colour to help go with any colour of stroller.
TEL: 01454 326 555 www.redkitebaby.co.uk
Beach ready
Splash About’s Happy Nappy Sunsuit for beach-ready babies!
Babies and toddlers will be set for summer in Splash About’s award-winning Happy Nappy Sunsuit. The unique design combines the brand’s best-selling Happy Nappy swim nappy with a UPF50+ sun protection rash top for 2-in-1 cover 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- tting neoprene Happy Nappy provides maximum protection against unwelcome faecal leaks.
Practical and perfect for holidays, suitable for 3-24months. info@splashabout.com | www.Splashabout.com
Built for adventures
The Aptica XT is the perfect companion for o -road adventures, trips to the beach, and strolls in nature.
Its Adaptive Cruise System provides the perfect setting at all times based on the child’s weight and the type of terrain. This state-of-the-art technical solution paired with the larger rear wheel and the new tyre compound make for a smooth and comfortable stroll.
The Aptica XT features an all-season seat which is perfect for warmer climates, once in summer mode, the seat allows air to pass through thanks to the double layer breathable mesh, aiding in the child’s thermoregulation.
No matter which Inglesina stroller you choose, it comes with a carrycot and the trademarked Welcome Pad as standard, both developed with neonatal pediatricians and compliant with EN 1466:2023 for safe overnight sleep.
sales@cuddleco.co.uk
Two position stroller
The Push Me 2U is a great two position stroller that is modern, practical and stylish. It features a padded seat for slightly older babies and toddlers and it is suitable from 6 months.
A detachable hood and additional rain cover make this stroller suitable for all weather conditions, the shopping basket allows for extra storage whilst out and about. With its lockable swivel wheels and 5-point harness your little ones will be kept secure as well as comfortable in the padded seat. With the 2 position recline they can easily take a comfortable nap on those long strolls and when it’s time to go home there is a simple folding mechanism for ease of use and storage. With the two position recline they can easily take a comfortable nap on those long strolls and when it is time to go home there is a simple folding mechanism for ease of use and storage.
TEL: 01454 326 555 www.redkitebaby.co.uk
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 t 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 di erent 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.
sales@cuddleco.co.uk
Meet WriggleEase, the Innovative Baby Travel Solution
New kids travel product soars to viral success, revolutionising ights for parents and babies.
ight, solving the issue that infant tickets don’t include their own seat, so babies and toddlers must be held on a parent’s lap for the duration of the ight.
Accepted for use on aeroplanes by the CAA and EASA, the WriggleEase has a ve point harness and lightly padded lap seat to keep a child aged 6 months -2 years comfortably seated, while secured to the parent hands-free.
Designed in Britain by NHS Mum Rachel, WriggleEase launched in February with the expert support of bébélephant as its UK distributor, and Ink & Pixel managing brand, marketing and PR. Having already secured listings with Amazon, Ebebek, The Range, Robert Dyas and Not On The High Street, the brand is keen to turn the interested fans on social media into customers ready for the Summer holiday period, so get in touch with Bebelephant to place an order for this unique, patent pending product. WriggleEase is available with no MOQ and dropshipping is available too.
@sophiefamilytravel,
For sales contact: Elliot Bishop on the below. elliot@bebelephant.com www.wriggleease.com
Shnuggle Newborn
BATH SUPPORT
Made For Mums Bath & Toilet Awards 2025 Best Bath Support or Seat
Ergonomic contoured design
Recline supports and cr adles baby
Soft and warm to touch
Compact and lightweight
0 - 6 Months
Now In a choice of 5 beautiful colourways O ering parents the complete choice of baby product whatever their p reference from our t rusted and award winning bath time range
Contac t Rosie: uksales@shnuggle.co.uk or visit shnuggle.com for further information.
