AUGUST 2026 ISSUE 11 VOLUME 29
Finiti™ Flex Travel Ready Bundle Deluxe newborn coverage.
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contents the team Editor Penny Franks penny@lemapublishing.co.uk
p12
Sales Director Claire Naish clairenaish@lemapublishing.co.uk
Regulars 6 45 51 54
Production Director Paul Naish paul@lemapublishing.co.uk
Production Rick Vickers rick@lemapublishing.co.uk
News New Products New Products BPIA
Contributors
Managing Director
30
Mark Naish mark@lemapublishing.co.uk
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
52
For circulation enquiries contact: subs@lemapublishing.co.uk
Barking Mad
Pramland’s John Barker reflects on changing customer buying habits, the growing challenge of budget travel systems and why demonstrating quality in-store has never been more important.
Jonathan Feingold
Fresh from a visit to this year’s CBME Shanghai exhibition, Jonathan Feingold shares his observations from one of the world’s largest baby product trade events, highlighting the key trends, innovations and renewed optimism shaping the global nursery market.
Features/Spotlight 32 46
Lema Publishing Ltd Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA Telephone: 01442 289930
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www.nurserytoday.co.uk
Compact Folds Gifts
Show Preview 12 24
Kind + Jugend 2026 Retailer Interview ebebek
ebebek’s Faruk Giray, UK Country Director, shares his thoughts on why the show is such an important destination for discovering new products, strengthening supplier relationships and staying ahead of the latest retail trends.
Retailer Interview 40 Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers, nor any organisation mentioned in the text. Opinions and comments expressed in this publication by contributors and writers do not necessarily reflect those of the publishers.
Contents August.indd 1
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Jolly Tots
Compact fold pushchairs have evolved far beyond being a holiday essential, with many parents now choosing them as their everyday travel solution. Nursery Today spoke to Jolly Tots Managing Director Lorretta Owen about changing customer expectations, the growing demand for cabin-friendly models and why practicality, value and expert instore advice remain central to the buying journey.
10/08/2026 10:46
editor’s letter
www.nurserytoday.co.uk | Instagram: nurserytoday | LinkedIn: Nursery Today
T
here is always something exciting about this time of year. The summer holidays may still be in full swing for many, but across the nursery industry all eyes are firmly turning towards Cologne as Kind + Jugend draws ever closer. From 15 to 17 September, the exhibition halls will once again welcome retailers, distributors, manufacturers and brands from around the world, making it one of the most important dates in the nursery trade calendar. With more than 700 exhibitors, including Joie, Nuna, Axkid, Peg Perego, Britax Römer, BTL Diffusion, hauck, Chicco, Matchstick Monkey, JoviKids and many more, there’s certainly plenty to discover. For me, Kind + Jugend has always been much more than a trade show. It’s where you can get hands on with the latest product launches, see innovation in action, catch emerging trends before they reach the UK and, perhaps most importantly, have those invaluable face-to-face conversations that simply can’t be replicated online. Whether You’ll find our comprehensive Kind + Jugend preview from page 12
you’re looking for new suppliers, refreshing your product offering or strengthening existing partnerships, there’s no substitute for seeing products demonstrated first hand. This month we’ve spoken to several exhibitors ahead of the show, including Damon Marriott, Head of Product Management at Allison Baby (page 16). He describes Kind + Jugend as an unmissable event for both Joie and Nuna, explaining how the exhibition allows retailers to experience products presented at their very best while providing inspiration for creating impactful in-store displays of their own. You’ll find our comprehensive Kind + Jugend preview from page 12, where we also catch up with the show’s Director, Jörg Schmale. Jörg shares why this year’s event promises to be one of the most forward-thinking yet, with artificial intelligence, sustainability and innovation all playing a significant role in shaping the future of the nursery industry. We also caught up with ebebek’s UK Country Director, Faruk Giray, to hear why the exhibition remains such an important buying destination for retailers looking to discover new products, strengthen supplier
relationships and stay ahead of changing consumer trends. You can read the interview from page 24. Away from Cologne, our product focus this month is on Compact Folds, a category that continues to go from strength to strength. Lightweight, practical and increasingly cabin friendly, these pushchairs have become the go-to choice for many families balancing everyday life with travel. Parents are looking for products that fold quickly, fit into smaller car boots and are easy to manoeuvre through busy towns, airports and public transport. We spoke to a number of industry experts, including Ickle Bubba (page 35), hauck (page 39) and independent nursery retailer Lorretta Owen, Managing Director of Jolly Tots. Lorretta told us that customer demand for cabin-friendly models has grown significantly, with many parents now specifically asking for pushchairs that meet airline requirements. If you’d like to find out what’s driving this growing category and why retailers should ensure they’re giving Compact Folds plenty of attention, turn to page 32. Elsewhere in the magazine, our regular contributors offer plenty of food for thought. John Barker from Pramland reflects on changing customer buying habits, the increasing pressure from budget travel systems and why knowledgeable in-store demonstrations remain one of independent retailers’ greatest strengths. Meanwhile, fresh from visiting this year’s CBME Shanghai exhibition, Jonathan Feingold shares his insights into the latest global trends, exciting product innovation
and the growing confidence returning to international nursery markets. As always, I hope you enjoy this month’s issue. And if you’re heading to Kind + Jugend, please do stop me for a chat. It would be lovely to catch up, whether that’s in the exhibition halls or over a well-earned coffee. See you in Cologne!
Expert thinking for busy brands
PART OF YOUR TEAM, NOT JUST YOUR AGENCY. Contact: amber@azariapr.co.uk
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news From Concept to Completion Founder, Scott Blease
What Really Goes into Bringing a Nursery Product to Market? By Scott Blease, Founder, Plan A Product Development When a new nursery product arrives on a retailer’s shelf, it’s easy to focus on the finished result. What often goes unseen is the journey that product has taken to get there. From the first spark of an idea through to production, every stage plays a vital role in determining whether a product succeeds in the marketplace. At Plan A, we’re fortunate to work alongside brands across the UK and internationally, supporting them at every stage of the product development journey. Some clients come to us with a simple idea sketched on paper, while others hand over the entire process, trusting us to take their product from concept to completion. Whichever route they choose, our role is the same: to remove complexity, reduce risk and deliver products that are ready for market. Every successful product starts with a great idea, but ideas alone aren’t enough. Early concept development is about asking the right questions. Is there genuine market demand? Can the product be manufactured efficiently? Will it meet safety requirements? Most importantly, will it solve a real problem for parents? Once the concept has been proven, technology allows us to bring ideas to life through CAD modelling, technical drawings and rapid prototyping. These early samples are invaluable, giving everyone the opportunity to assess functionality, ergonomics and usability before significant investment is made. The next stage is where experience really counts. Selecting the right manufacturing partner is about far more than cost. We work with trusted factories across multiple territories, carrying out audits and building long-term relationships to ensure quality, consistency and reliability from the outset. As products move into tooling and off-tool review, refinement becomes critical. Small adjustments to materials, mechanisms or finishes can make a significant difference to the final product. Throughout this process, compliance remains front of mind. By designing with testing and certification factored in from day one, we help brands avoid costly delays further down the line. Only once every detail has been reviewed, tested and approved does production begin. Even then, our involvement doesn’t stop. From quality control and production line inspections to final assembly verification, we’re there to ensure the finished product reflects the standards both our clients and consumers expect. Bringing a nursery product to market is rarely a straightforward journey, but with the right expertise, it doesn’t have to be a daunting one. Behind every successful product is a team quietly managing the detail, solving problems and protecting the brand at every stage. That’s where we add value, giving our clients the confidence that their product is in safe hands from concept to completion.
Plan A is one of the leading nursery product development companies. Founded by Scott Blease, who has worked in the nursery industry for over 25 years, Plan A takes products from the spark of an idea to a fully retail-ready item, covering everything from strategy, design, sourcing and prototyping, to compliance, production and graphic design.
Find out more at https://planapd.com/. 6
Inside Out Toys becomes the new home of Wheelybug
Inside Out Toys has been appointed sole UK distributor for the award-winning Wheelybug and Trybike brands, strengthening its position as one of the UK’s leading suppliers of premium children’s ride-ons. The appointment has been made by Co&Co Lab BV, the Dutch family business led by brothers Pim and Alex Coopmans. Co&Co owns an innovative portfolio of children’s brands including Trybike, CoConuts helmets, PL-UG Tent Kits and most recently Wheelybug, and has selected Inside Out Toys as its UK distribution partner for the next phase of growth. The move follows the forthcoming retirement of founder and joint managing directors of Hippychick, Julia and Jeremy Minchin, who have successfully represented Wheelybug and Trybike throughout the UK for many years. The transition is now underway, with Inside Out Toys preparing to begin processing trade orders from mid-August 2026, supplying retailers directly from its Northamptonshire warehouse. Existing stockists can expect a seamless handover, with continuity of supply, dedicated customer support and nationwide sales representation throughout the transition.
www.insideouttoys.co.uk
ebebek signs for first store
outside the South East
Merry Hill, one of the UK’s top 10 super-regional centres owned and operated by Redical, has announced that international baby and parenting retailer, ebebek, has signed for its first location outside of the South East, marking a significant milestone in the brand’s ambitious UK expansion strategy. The retailer has secured a prime 9,689 sq ft retail space within one of the UK’s leading shopping and leisure destinations, strengthening ebebek’s growing retail footprint and forming part of the company’s wider plans to expand across key UK markets throughout 2026 and beyond. The store, located adjacent to ASDA in the Lower Mall, will stock a range of specialist baby and parenting products from a variety of leading brands, spanning car seats, pushchairs, furniture, clothing, toys, as well as feeding and weaning products. Since entering the UK market, ebebek has continued to invest in both its physical retail presence and omnichannel offering. Merry Hill was selected for its strategic importance in the West Midlands due to its varied demographic and high concentration of young families and parents, making it an attractive location for continued growth. Following Redical’s acquisition of the asset earlier this year, ebebek’s signing signifies continued confidence in Merry Hill as it enters a new chapter under new ownership. Faruk Giray, UK Country Director at ebebek, said: “The signing of our Merry Hill store is another exciting step forward in our UK growth journey. As we continue to invest in the UK market, our focus remains on bringing ebebek’s unique retail experience closer to families across the country. The West Midlands represents a key region for us, with a strong and growing community of parents seeking trusted baby and parenting products. Merry Hill offers an excellent opportunity to connect with these families in a well-established retail destination, and we look forward to becoming part of the local community.”
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news Call for entries: BPIA Concept & Innovation Awards 2026
Double success
for hauck
hauck is celebrating double success at the Absolutely Mama Awards 2026, with two of its standout products receiving recognition from parents and families. The brand’s Sleep N Easyfold was awarded Silver in the Best Cot, Crib or Moses Basket category, while the Fly N Care secured Bronze in the Best Compact Stroller category. The awards are particularly significant as they reflect the votes and support of parents and customers, recognising products that have made a real difference to family life. Commenting on the achievement, hauck said it was delighted with the results and thanked everyone who voted, adding that the accolades reinforce the brand’s commitment to developing practical, high-quality products that meet the needs of today’s families.
www.hauck.de
The countdown is on! With the entry deadline fast approaching, the BPIA is reminding innovators across the UK not to miss their chance to enter the prestigious Concept & Innovation Awards 2026. Whether you’re a parent with a bright idea, a design student, or an established company developing the next breakthrough baby product, this is an opportunity to showcase your innovation to the nursery industry. Finalists will present to an expert judging panel and exhibit at the Harrogate International Nursery Fair (18-20 October 2026). The deadline for entries is 12 noon on Friday 11 September 2026. If you have an idea that could shape the future of baby products, now is the time to enter. For entry forms and guidance notes, visit the website at www.bpia.co.uk or contact Julie Milne at julie@b-p-a.org.
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news
Pura welcomes Dave Lawson
collaborate
Pura has appointed experienced retail and ecommerce leader Dave Lawson as its new Managing Director as the award-winning baby care brand enters an ambitious new phase of growth. Dave brings more than 20 years’ experience across retail, ecommerce and consumer goods, spanning finance, commercial, digital, supply chain and executive leadership. After beginning his career in finance and qualifying as a CIMA accountant, Dave progressed into senior commercial and operational leadership roles. He spent 12 years at AO World PLC, culminating in the role of Managing Director of AO.com, where he led teams across the UK and Germany and helped grow the business to more than £1 billion in sales. More recently, Dave headed up Synergise Consultants, advising more than 20 SME ecommerce businesses on growth strategy, digital transformation and commercial performance. Founded in 2020 in Chester by Cheshire parents Guy and Abi Fennell, Pura has achieved rapid expansion, selling its toxin-free, multi-award-winning baby wipes and nappies online and in-store in the UK and US. Reporting directly to Guy Fennell, Dave will focus on establishing Pura as a truly global brand across the world’s major markets. He will work closely with retail partners and grow Pura’s presence through channels including Amazon while continuing to strengthen the company’s UK business.
www.ettaloves.com www.bibsworld.com
www.mypura.com
BIBS and Etta Loves Copenhagen-born baby brand BIBS and UK-based sensory brand Etta Loves have joined forces to launch a limited-edition collaboration celebrating early visual development and purposeful design for newborns. Bringing together Etta Loves’ science-led, high-contrast muslins with BIBS’ iconic dummies and ivory-and-black polka dot designs, the curated gift bundle is rooted in what newborn babies can actually see during their earliest months. Etta Loves is known for its research-backed approach to infant vision, working alongside experts in orthoptics to develop high-contrast patterns scientifically designed to support visual engagement from birth. BIBS, internationally recognised for its timeless Danish design and trusted baby essentials, shares a commitment to combining functionality with aesthetics that feel considered and enduring.
Helping little ones sleep
comfortably
As temperatures rise, attention often turns to lighter bedding and cooler bedrooms, but the nursery mattress can also play an important role in a child’s sleep environment. Breathable cover fabrics, fibre fillings and pocket spring constructions are designed and offered by Prestige Sleep to encourage airflow through the mattress while providing the support growing children need. Rather than actively cooling, Prestige Sleep offer mattress solutions that offer these carefully selected materials to help create a comfortable sleep surface throughout the warmer months. Combined with simple measures such as keeping bedrooms well ventilated, 8
using lightweight bedding and dressing little ones appropriately for the room temperature, these well-designed nursery mattresses from Prestige Sleep can contribute to a more comfortable and restful night’s sleep.
www.prestigesleep.co.uk
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Cover Story JOIE
Bundles of Joie
- meet the finiti travel r The finiti has been part of the Joie Signature collection since it’s relaunch in 2021. Since then, it has evolved into the sleek and stylish version we have today that makes it one of Joie’s best-selling products.
C
onsumer baby shows see the finiti bundles fly off the shelves, with expectant parents clamouring to get their hands on what is widely acknowledged to be one of the most stylish yet reasonably priced pushchairs on the market.
From a practical perspective, finiti leads the charge for Joie’s Signature range, with multiple options for use, this pushchair gives plenty of ways to roll and a fast way to fold. Featuring a classic, neutral pallet with on trend earth tones and statement block quilting, the finiti’s deluxe fabrics and super soft knits will keep little one’s cosied up in the lap of luxury. Sleek accents, including the powder coated chassis are combined with tasteful vegan suede and leather details that 10
really makes the finiti stand out from the crowd. From a practical perspective, finiti leads the charge for Joie’s Signature range, with multiple options for use, this pushchair gives plenty of ways to roll and a fast way to fold. Adjusting to little one’s changing needs is effortless for this hardworking multitasker that is compatible with carry cot, infant carrier and forward or rearward facing seat all in one sweet ride. One of the most popular bundles Joie offers is the Travel Ready Bundle which includes the ever popular i-Level Pro, which is offered in partnership with The Lullaby Trust. When paired with the included i-Base Encore, this seat allows parents to have a 90-degree spinning infant carrier for easy ins and outs, as well as a deep recline to help support a baby’s airway while travelling in the car and promote healthy spinal development. If you need to quickly switch from one vehicle to another, i-Level Pro also has an easy-to-use belt path, allowing for simple installation using the vehicle seat belt. Meeting the highest R129 safety standard, i-Level Pro has been side impact tested and keeps baby safely cocooned with three layers of security, including Joie’s patented Intelli-Fit foam in the Tri-Protect headrest.
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l ready bundle The Grow Together, 10 position headrest and harness system adjusts simultaneously, without the need for fiddly rethreading. The removable inserts allow you to tailor little one’s ride as they grow, ensuring they are always safe and sound. Also part of the Travel Ready Bundle is the updated ramble xl, Joie’s new look carry cot that boasts a host of features including a wind shield that fastens to the canopy to keep little one safe from the elements. Ramble xl also has an extended canopy that is not only UPF 50+ but also water repellent and has a cool weather boot
One of the most popular bundles Joie offers is the Travel Ready Bundle which includes the ever popular i-Level Pro, which is offered in partnership with The Lullaby Trust. that snaps on and off in an instant, so no matter what the weather, new arrivals can be kept safe and comfortable. Ramble xl is now approved for overnight sleeping making it a great option for on-the-go parents. In recent months, Joie have launched a carry cot stand to further support the added functionality of ramble xl.
If storage space is an issue, then the finiti is the perfect choice – whether the seat is fastened forward or rearward, this pushchair tucks closed and stands ready to store in a flash. The bumpier the better for finiti, with a springy flex comfort seat that smooths out uneven rides right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres. Finiti is perfect for snoozing on the go firm, flat carrycot that creates a cosy haven for new babies and a deep reclining seat which is perfect for energetic toddlers. When out and about, little one is shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time. Weighing in at just 12.53kg, this featherweight pro manages the heavy lifting on every adventure, deftly transporting kiddos and all their excursion essentials.
uksales@joiebaby.com www.joiebaby.com nursery today
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feature KIND + JUGEND
Kind + Jugend provides t Kind + Jugend has long been recognised as one of the nursery industry’s premier international trade exhibitions, and from 15 to 17 September 2026, Cologne will once again become the meeting place for retailers, distributors, manufacturers and innovators from across the globe. Bringing together around 700 exhibitors from 50 countries, the event offers a superb opportunity to discover the latest product launches, strengthen existing partnerships and gain valuable insight into the trends shaping the future of the baby and toddler market.
F
or retailers, there is no substitute for seeing new products first hand. Whether you’re looking to refresh your showroom, source new suppliers or identify the next big opportunity, Kind + Jugend provides the perfect platform to compare products, discuss developments directly with manufacturers and explore fresh ideas across every nursery category. From wheeled goods and car seats to feeding, nursery interiors, toys and accessories, visitors can expect to see innovation at every turn. Among the many brands exhibiting this year are familiar names including BTL Diffusion, Joie, Nuna, Ergobaby, Chicco, hauck, JoviKids, Matchstick Monkey, Peg Perego, Britax Römer, Cybex, iCandy and Axkid alongside hundreds of established international manufacturers and emerging brands eager to showcase their latest collections. The breadth of exhibitors ensures retailers can not only meet trusted suppliers but also discover exciting new products that could help differentiate their offering in an increasingly competitive marketplace. This year’s theme, Growing with AI, places artificial intelligence firmly in the spotlight, exploring how it is transforming product development, manufacturing, marketing and customer engagement across the nursery sector. Alongside this, sustainability continues to be a major focus, with long-lasting products, smarter materials and responsible manufacturing remaining high on both manufacturers’ and consumers’ agendas. Through dedicated features including the Trend Space, the New Product Trail and the renowned Innovation Awards, visitors will gain valuable insight into the technologies, ideas and consumer trends likely to influence buying decisions over the coming years. Beyond the exhibition halls, Kind + Jugend continues to deliver one of the industry’s strongest networking opportunities. Bringing together like-minded professionals and senior decision makers from around the world, it offers invaluable opportunities to exchange ideas, build relationships and discuss the challenges and opportunities facing the nursery market. For retailers looking to stay ahead of the curve, discover tomorrow’s best sellers and strengthen their business for the future, Kind + Jugend 2026 once again promises to be an unmissable date in the industry calendar.
www.kindundjugend.com
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Shaping tomorrow’s
nursery market
Kind + Jugend Director Jörg Schmale discusses with Nursery Today why this year’s exhibition promises to be one of the most forward thinking yet, highlighting the growing influence of artificial intelligence, the importance of sustainability and why retailers continue to view Cologne as the industry’s essential meeting place. Kind + Jugend continues to be the event where the nursery industry comes together each year. What are you most looking forward to about the 2026 edition, and why do you think this year’s show will stand out? This will be my ninth Kind + Jugend, and although the industry has evolved considerably over the years, the exhibition has retained its unique character. What I look forward to most is seeing the industry come together in Cologne. Few events offer the opportunity for global market leaders, innovative start-ups and long-standing partners to meet face to face over just a few days. At a time of rapid technological change, those personal conversations are more valuable than ever. We’re expecting around 700 exhibitors from 50 countries, demonstrating the continued confidence the industry has in the event. Companies including CYBEX, BabyBjörn, Britax Römer, UPPAbaby and Thule have once again committed to exhibiting, reinforcing Kind + Jugend’s position as the international meeting place for our industry. This year’s key theme, Growing with AI, will explore both the opportunities artificial
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s the perfect platform intelligence presents for the baby and toddler products sector and the importance of using these technologies responsibly. Combined with the international business opportunities and knowledge sharing, it will make Kind + Jugend 2026 a particularly relevant event. Retailers have limited time and budgets for travel, so why should Kind + Jugend 2026 be at the top of their calendar? What will they gain from attending that they simply can’t experience elsewhere? Kind + Jugend gives retailers access to new business partners and international markets in one location. As exhibitors continue to expand globally, the event attracts buyers from growth regions including the Americas, Asia and the Middle East, while Africa is becoming increasingly important. Just as importantly, the industry’s decision makers are here. Many exhibitors are represented by CEOs and senior executives, giving retailers direct access to the people shaping future products, business strategies and partnerships. Those conversations and networking opportunities are difficult to replicate elsewhere. One of the show’s greatest strengths is the sheer breadth of brands on display. How important is it for visitors to see everything from global market leaders to exciting new start-ups under one roof? It’s one of Kind + Jugend’s greatest strengths. Retailers can compare established market leaders alongside innovative start-ups, discovering fresh ideas, emerging technologies and new product concepts all in one place. That combination provides both confidence when reviewing existing ranges and inspiration when planning future assortments. Kind + Jugend has long been recognised as the place to discover tomorrow’s trends. What product categories or consumer trends do you expect visitors to be talking about most after this year’s show? Artificial intelligence will be a major talking point across the industry, influencing not only products themselves but also development, manufacturing, marketing and customer communication. Alongside this, multifunctionality, durability and sustainability will remain key drivers, with products that grow with the child, modular designs and longer-lasting materials continuing to attract strong interest. The Innovation Awards have become one of the highlights of Kind + Jugend. What role do the awards play in encouraging product development, and what qualities will the judges be looking for from the 2026 finalists? The Innovation Awards encourage companies to combine fresh ideas with genuine market value. For 2026, Sustainability & Nature will no longer be judged as a separate category but will instead form part of the assessment across all six product categories, reflecting the fact that sustainability is now an essential part of innovation rather than an optional extra. We’re also pleased to welcome back the Midwives’ Choice distinction, presented in cooperation with midwives-tested.de, recognising products that deliver real benefits for parents and babies. The nursery industry continues to evolve at pace. How has Kind + Jugend
adapted to ensure it remains relevant for today’s retailers, distributors and manufacturers? Kind + Jugend evolves alongside the industry. Every year we review feedback from exhibitors and visitors to ensure our programme, features and services continue to meet changing needs. Over the years we’ve introduced initiatives such as the Connected Kidsroom, which highlighted the rise of smart children’s products, and a dedicated networking area to help rebuild face-to-face connections following the pandemic. Since 2024, the New Product Trail has given exhibitors an additional platform to showcase innovation, while the Innovation Awards have also evolved to reflect the growing importance of sustainability across the industry. By continually listening to the market and adapting accordingly, Kind + Jugend remains a relevant and valuable marketplace for retailers, distributors and manufacturers alike. Beyond the exhibition halls, what new features, networking opportunities or knowledge-sharing sessions should visitors make time for during Kind + Jugend 2026? The New Product Trail is a great way for visitors to quickly identify some of the show’s most exciting innovations, while the Trend Space will provide valuable insight into the industry’s future, with a particular focus on AI this year. Digital tools such as LeadSuccess will also help exhibitors and visitors network more effectively and make follow-up after the event quicker and more efficient. Looking back at everything Kind + Jugend has achieved, what do you see as the show’s biggest success story, and where do you see opportunities for it to continue growing over the next few years? One of Kind + Jugend’s greatest achievements has been its ability to evolve with the changing retail landscape. While bricks and mortar retail remains at the heart of our industry, e-commerce and digital sales channels have become increasingly important, and we’ve successfully expanded the show’s appeal to online retailers and digital businesses. Looking ahead, we see significant opportunities to strengthen the connection between physical and digital retail, ensuring Kind + Jugend continues to provide value for every part of the retail ecosystem. By embracing new technologies, encouraging innovation and maintaining strong international connections, we want the exhibition to remain the nursery industry’s leading global meeting place for many years to come. nursery today
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feature KIND + JUGEND
BIBS introduces playful Polka Dots
and bold new colours for AW26
BIBS: Hall 10.1 | A028 B029 This autumn, Danish baby brand BIBS brings a playful new expression to its much-loved essentials with the arrival of fresh Polka Dot designs and two vibrant seasonal colours: Tango and Wasabi. Following the introduction of the BIBS STUDIO collection, the new designs continue the brand’s exploration of pattern and self-expression. The cheerful polka dots add a graphic yet timeless touch to everyday baby essentials, offering parents a playful new way to reflect their family’s individual style. The latest designs are joined by Tango, a warm and expressive red, and Wasabi, a fresh, uplifting green. Created to bring energy and personality to the autumn season, both shades are available across selected BIBS favourites and also feature within the new Polka Dot collection. Alongside their distinctive design, the products remain rooted in the functionality and quality for which BIBS has been known since 1978. The dummy selection includes different nipple shapes and materials, recognising that every baby is unique and may have their own individual preference. This variety lies at the heart of the BIBS approach: rather than expecting one dummy to suit every child, the brand supports parents in finding the option that feels right for their baby. Bringing together Scandinavian simplicity, considered functionality and a playful new colour palette, the AW26 collection transforms practical everyday essentials into small expressions of personal style. The new BIBS Polka Dot designs, together with Tango and Wasabi, will be available from selected BIBS retailers for AW26.
www.bibsworld.com
Pushchairs and beyond
HAUCK: Hall 10.2 | A024 B029 Discover fresh designs, exciting new colourways and thoughtful product updates across hauck’s extensive portfolio at Kind + Jugend 2026. From pushchairs and highchairs to travel solutions and everyday accessories, the presentation will bring together products created to make family life easier, more flexible and more enjoyable. Visitors can look forward to new launches, refined features and inspiring colour updates that give successful favourites a fresh new look. The show will demonstrate how hauck combines practical functionality, contemporary design and dependable quality with a clear understanding of modern family needs. For retailers, partners and industry professionals, it is the ideal opportunity to experience the latest products first-hand, explore new sales potential and discuss future developments directly with the hauck team colleagues. Visit hauck in Hall 10.2, Stand A024 B029, and discover what is coming next.
www.hauck.de/en 14
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feature KIND + JUGEND
Big ideas
ahead
As one of the nursery industry’s biggest global showcases, Kind + Jugend provides the ideal platform for brands to unveil new products, strengthen retail partnerships and highlight the trends shaping the year ahead. Ahead of this year’s event, Nursery Today caught up with Joie’s Head of Product Management, Damon Marriott, to discuss what visitors can expect on the Joie stand, why face to face demonstrations remain invaluable, and the product innovations retailers should be watching for as they plan for 2027. Kind + Jugend is one of the biggest dates in the nursery industry’s calendar. What does exhibiting at the show mean to Joie, and why is it such an important event for the brand each year? Kind + Jugend gives us the perfect opportunity to showcase all of our brands together and catch up with our retail partners while discussing the ranges launching over the coming year. It also gives us the chance to identify any gaps retailers may have in their portfolio and recommend products that can help fill those opportunities.
beginning. As their child grows, they’re more likely to return to Joie for their next car seat purchase, and it’s this category that helped establish Joie as a powerhouse brand.
Can visitors expect to see any exciting new product launches or exclusive previews on the Joie stand this year? Without giving too much away, what can retailers look forward to? We’ve got some fantastic new fashions launching that are sure to be a hit with style conscious parents.
Retailers visiting Kind + Jugend have a busy schedule. What can they expect from the Joie stand, and why do you believe it should be one of their must visit destinations during the show? Those who have visited us before will know that the sheer size and scale of our stand really has to be experienced in person, as photographs simply don’t do it justice. And of course, our lunchtime hospitality has become something of a talking point throughout the exhibition halls, so make sure you stop by around lunchtime for what many consider to be the best meal of the show.
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Product demonstrations are always a great way to bring new innovations to life. How important are live demonstrations at Kind + Jugend in helping retailers fully appreciate the features and benefits of your latest products? Live demonstrations are essential because retail partners can interact with the products themselves. A video or online meeting can cover the basics, but nothing compares to a face to face demonstration when it comes to communicating the key features. For example, rather than simply describing how light a product is, asking someone to pick it up allows them to experience that benefit for themselves. Are there any particular product categories that Joie will be putting in the spotlight this year, and what makes these key areas of focus for the brand? Car seats will always be a primary focus for us, but as our current portfolio shows, we have continued to expand our wheeled goods range and that’s something we’ll keep building on. That first purchase of an infant carrier naturally complements a compatible pushchair and helps establish trust with parents from the very 16
Folding carrycots are becoming an increasingly important addition across many brands’ ranges and are certainly one of the key features of the moment. We’re also seeing fashion trends evolve, with the industry moving away from traditional black fabrics towards warmer, tonal browns and other contemporary colours.
The nursery market continues to evolve. How does exhibiting at Kind + Jugend help Joie showcase its long term vision and stay connected with the changing needs of retailers around the world? You have to be seen to be heard. Exhibiting at shows like Kind + Jugend ensures our global retail partners experience the brands presented in their very best format, with bold displays that highlight key features and demonstrate how an impactful in store presentation can be recreated in their own retail environments. Looking beyond this year’s exhibition, what can retailers expect from Joie over the coming months? Can we look forward to further innovation and exciting product developments? Absolutely. As a brand, we don’t hold back launches for trade shows. We introduce products as soon as they’re ready, so retailers should always keep their doors open for our sales team. They’ll be out showcasing the hidden gems that arrive between major exhibitions such as Kind + Jugend.
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Kind + Jugend is often where the industry gets its first glimpse of the products and innovations that will shape the year ahead. What trends do you expect to emerge from this year’s show that retailers should be keeping an eye on as they plan for 2027? Folding carrycots are becoming an increasingly important addition across many brands’ ranges and are certainly one of the key features of the moment. We’re also seeing fashion trends evolve, with the industry moving away from traditional black fabrics towards warmer, tonal browns and other contemporary colours.
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Latest innovations from Nuna NUNA: Congress-Centrum Ost C401
Nuna is excited to showcase its latest innovations at this year’s Kind + Jugend exhibition, featuring two standout launches. The RELX wind offers an intuitive 360° spin for effortless access, alongside an integrated ventilation system, adjustable recline positions, and a convenient remote to personalise airflow and comfort. The VIAA cabn is an ultra-compact, IATA-compatible cabin stroller that folds in seconds to fit neatly into most overhead compartments, making travel simpler from airport to destination. Visit Nuna on the top floor at the Kind + Jugend exhibition to discover these exciting innovations and experience them firsthand.
www.nunababy.eu
Chicco to unveil new SS26 additions at Kind + Jugend CHICCO: Hall 10.2 | A020 B025 Chicco will return to Kind + Jugend trade fair in Cologne on the 15th-17th September at Hall 10.2, Stand A020-B025. The brand will unveil a selection of new additions to its nursery collection for SS26 where visitors can expect to see the latest product developments alongside Chicco’s established range, with a focus on thoughtful design, innovation and practical solutions that support modern family life. The exhibition offers the opportunity to preview upcoming launches and meet the team to discuss the latest additions to the Chicco portfolio ahead of the new season. For more information or to arrange a meeting, contact the below.
TEL: +44 (0) 333 220 6070 sales@rkwltd.com
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Chicco Tummy Pod 4-in-1 Designed to support baby’s earliest moments The Chicco Tummy Pod 4-in-1 grows alongside little ones from their very first days. Transitioning from a cosy newborn lounger into a tummy time support, play mat and developmental activity centre, it helps encourage comfort, confidence and early exploration. A dedicated support roll makes tummy time more comfortable, while the removable toy bar with high-contrast double-sided toys stimulates visual development and sensory play. Crafted from soft organic cotton with breathable mesh inserts, it combines comfort, practicality and everyday versatility for growing families. For more information, please contact: sales@rkwltd.com | 0333 220 6070
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Ergobaby shapes babywearing’s future As Kind + Jugend prepares to welcome the nursery industry to Cologne, Ergobaby is heading to the show with plenty to talk about. From its refreshed brand identity and latest carrier innovation to the growing importance of education and retailer support, the brand is focused on making babywearing more accessible, intuitive and relevant to modern family life. Here, Ergobaby CMO Herberto Calves shares his thoughts on the evolving category, what retailers can expect from the brand at the show, and why face-to-face conversations remain so important.
“ Kind + Jugend is one of the industry’s standout events each year. What makes it such an important fixture in Ergobaby’s calendar, and why is it a must-attend exhibition for both the brand and nursery retailers? Kind + Jugend is such an important moment for us because it gives us time with the people who are closest to parents every day: retailers, buyers and category experts. It’s a chance to showcase what is new, of course, but also to listen. We learn a lot from the conversations we have at the show, from what parents are asking for to where retailers need more support. That is especially important in babywearing, where education really does make a difference. Soft structured carriers were only introduced around 20 to 25 years ago, making them a relatively new segment within a practice that has existed throughout human history. This represents a strong growth opportunity for retailers to educate parents and help them choose a carrier that is right for them. Parents want to understand fit, comfort, safety and how a carrier will work in their day-to-day lives. Retailers are often the ones helping them make that decision, so being able to talk through those details face to face is incredibly valuable. What can visitors expect when they step onto the Ergobaby stand this year? Will there be any exciting product launches, live demonstrations or first looks that buyers should make time to see? 20
Parents want When visitors come to the Ergobaby to understand fit, stand this year, we want them to get a clear sense of where the brand is comfort, safety headed. Ergobaby has always been and how a carrier known for ergonomic expertise and will work in their trust, and we are building on that by making babywearing feel easier, day-to-day lives. more intuitive and more connected Retailers are to everyday family life. often the ones A key part of that story is Omni helping them make Lite, our newest baby carrier. It that decision, so has been designed for parents being able to talk who want something simple, lightweight and newborn-ready through those without compromising on the details face to comfort and support Ergobaby is face is incredibly known for. It is easy to adjust, easy valuable to wear and built for those early
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bonding moments, making it a strong new option for retailers to introduce to their customers. Of course, there will also be a number of other exciting new additions and sneak previews happening on the stand, giving buyers plenty of reasons to make time for a visit.
Ergobaby CMO Herberto Calves
Trade shows are also about doing business. Are there any exclusive show offers, retailer incentives or opportunities available to visitors that make attending Kind + Jugend even more worthwhile? Trade shows are always about relationships as much as products. Kind + Jugend gives us the opportunity to sit down with buyers, understand what they are seeing in their stores and talk through how Ergobaby can support them, whether that is through the right assortment, clearer product information or more education around fit and ergonomics. As we continue to expand and amplify our brand refresh, we are investing in point-of-sale collateral and fixtures, as well as digital, social and influencer activity. These conversations with our retail partners are essential in helping us understand how to deploy those investments in the most effective way to support their businesses and customers.
Ultimately, we want retailers to feel confident recommending our carriers. When they can clearly explain why fit matters, how a product supports both baby and caregiver, and which carrier is right for each family, it creates a stronger customer experience and a stronger category overall. Ergobaby recently introduced a refreshed brand identity. What inspired the evolution, and how has the new look and feel been received by retailers and consumers since its launch? The refresh came from looking at how much parenthood, and the babywearing category, have changed. Parents still want products they can trust, especially when it comes to comfort, support and healthy positioning, but they also want those products to feel modern and relevant to the way they live now. For Ergobaby, the goal was to show more clearly who we are today and to educate today’s parents on what to look for in a carrier that will deliver quality, safety and comfort for both baby and parent. We have an incredible foundation in ergonomics and product trust, and the refreshed identity brings that forward in a warmer, more contemporary way. The response has been very encouraging. Retailers and consumers understand that the brand still stands for expertise, but now it feels even more approachable and connected to everyday family life. Ergobaby has long been regarded as one of the leading names in babywearing. How has the infant carrier category evolved in recent years, and what are the biggest shifts you’re seeing in terms of consumer expectations and purchasing behaviour? Babywearing has become a much more natural and expected part of everyday family life. Parents are not just looking at carriers as a convenience anymore. They see babywearing as a way to stay close, support bonding and move through the day with greater ease. Parents are also doing more research before they buy. They are asking smart questions about
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ergonomics, fit, safety, how long a carrier will last and whether it will work for different caregivers. At the same time, they want something that feels personal and fits naturally into their lifestyle. Performance is still essential, but design and ease of use matter more than ever. When retailers are reviewing their babywearing ranges for the year ahead, what trends or product features do you believe will have the greatest influence? Are there any emerging colourways, fabrics or innovations beginning to shape the category? The biggest trend we are seeing is that parents do not want to compromise. They want a carrier that is supportive, but they also want it to feel personal, practical and look good for everyday life. It needs to work for different caregivers, different body types and different routines. Omni Lite is a strong example of that. It gives parents a more streamlined introduction to babywearing, with newborn-ready ergonomic support from 3.2 to 15.9kg and no infant insert required. It is designed for inward-facing carry and early bonding, with cross-back straps to help distribute weight comfortably and a lightweight feel in either breathable mesh or soft linen. From a design point of view, we are seeing parents lean towards colours and fabrics that feel easy to live with. Omni Lite’s neutral palette and lightweight materials are very much in line with that. It feels considered without being complicated, which is important for retailers too. The goal is to offer enough choice to meet different needs and style preferences, without making the decision feel overwhelming. Innovation has always played a key role in Ergobaby’s success. Without giving too much away, what exciting developments can retailers look forward to from the brand over the coming months? Our focus is always on making babywearing easier and more accessible for more families. That means listening closely to what parents need in real life, whether that is greater comfort, easier adjustability, more flexibility or clearer guidance when choosing and using a carrier. We also understand that when parents are babywearing, they want to put something on that looks good. Our designs will continue to provide quality, safety and comfort, but also be something parents look good in and want to wear. Sometimes, innovation is not about adding more features, it is about making the overall experience simpler and better. If we can make a carrier easier to put on, easier to adjust or easier for a retailer to explain, that can make a real difference for parents. Finally, if you had just one minute to persuade a retailer to visit the Ergobaby stand, what would your elevator pitch be? What makes this year’s presence at Kind + Jugend one that buyers simply shouldn’t miss? I’d say, if you are looking to grow your business and build trust with your customers, come and see how Ergobaby is evolving. We are a brand retailers already know and trust, but this year is an especially strong moment for us because we are bringing together product innovation, a refreshed brand identity and a clearer story about what today’s parents need from babywearing. Parents want carriers that are comfortable, supportive and easy to use, but they also want products that fit naturally into their lives. That is exactly where Ergobaby is focused. For retailers, the stand is an opportunity to see the products, understand the thinking behind them and have practical conversations about what will resonate with customers. We are also supporting the brand with strong PR activity across Europe, helping to build awareness and keep Ergobaby top of mind with parents. Ultimately, we want buyers to leave feeling confident that Ergobaby can help them strengthen their babywearing offer and support parents with products they can genuinely trust. We look forward to welcoming visitors to the Ergobaby stand at Kind + Jugend: Hall 10.2 | D014, Tuesday 15 September to Thursday 17 September, 9am to 6pm. www.ergobaby.com nursery today
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BTL Goes from Strength to Strength Hall 10.1, stand C041 BTL Diffusion UK relaunches Skip Hop under new UK distribution while introducing CloudiKids, the innovative storytelling companion from Cloud b.
BTL Diffusion UK is delighted to announce the relaunch of Skip Hop in the UK, bringing one of the nursery industry’s most recognised brands back to retailers under new distribution. The move marks an exciting new chapter, with BTL committed to supporting independent retailers through strong stock availability, expert service and a refreshed product offering. Alongside the Skip Hop relaunch, BTL continues to strengthen its successful partnership with Cloud b, introducing CloudiKids, an innovative screen-free storytelling companion that combines personalised stories, educational content and imaginative play in one interactive device. Designed for children aged 3-12, CloudiKids encourages creativity while giving parents complete control through its companion app. Retailers visiting Kind + Jugend are invited to learn more and discuss the latest opportunities with the BTL team. To arrange an appointment ahead of the show, please email graeme@btl-diffusion.co.uk or find them at Hall 10.1 stand C041.
graeme@btl-diffusion.co.uk www.btl-diffusion.com
COFFEE BREAK
BTL Diffusion Managing Director Graeme Hargreaves shares why Kind + Jugend remains an essential event, highlights exciting new brand launches and reveals what visitors can expect from the company’s stand this year. Kind + Jugend is one of the biggest dates in the nursery industry’s calendar. What makes it such a valuable event for BTL Diffusion, and why should retailers make a point of stopping by your stand? Kind + Jugend is the perfect opportunity to meet existing customers, build new relationships and showcase what’s new. Nothing beats seeing products first hand and having those face-to-face conversations. This year is especially exciting for us as we’re relaunching Skip Hop under our UK distribution and introducing the innovative CloudiKids from Cloud b. Retailers visiting our stand will be among the first to explore these exciting developments, alongside our wider portfolio of trusted nursery brands. Visitors are always keen to discover something new. Can you give us a sneak peek at any product launches, exclusive reveals or exciting additions that will be making their debut at the show? We’re looking forward to giving retailers a first look at some fantastic new additions to our portfolio. Alongside the official UK relaunch of Skip Hop under BTL Diffusion UK, we’ll be showcasing CloudiKids from Cloud b, an innovative screen-free storytelling companion that puts children at the heart of every adventure while encouraging creativity and imaginative play. We’ll also be introducing Cloud b’s latest sleep innovations, including the new Breathing Bear and the latest Dream Buddies collection. Together, they demonstrate Cloud b’s continued commitment to creating thoughtful products that support children’s sleep, wellbeing and development. We’re looking forward to sharing these exciting launches with visitors at Kind + Jugend. Your portfolio continues to grow in popularity. Which brands and product categories will be taking centre stage this year, and are there any particular hero products you think buyers will be talking about long after the exhibition closes? Skip Hop and Cloud b will certainly take centre stage this year. Skip Hop continues to lead with beautifully designed products for bath time, playtime, feeding and everyday parenting, while Cloud b remains synonymous with helping little
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ones sleep. I think CloudiKids will also generate plenty of conversation, offering a fresh approach to screen-free storytelling that feels both innovative and relevant for today’s families. Trade shows are a fantastic opportunity to do business face to face. Will visitors to your stand be able to take advantage of any exclusive show offers, promotions or incentives that they won’t want to miss? Absolutely. Kind + Jugend is all about creating opportunities, so we’ll be talking to retailers about new ranges, future launches and how we can support their businesses. Visitors will also be able to discuss exclusive opportunities and promotions available during the exhibition, making it the perfect time to plan ahead for the coming season. If you had just 30 seconds to convince a buyer to visit the BTL Diffusion stand, what would your pitch be? If you’re looking for trusted brands, genuine innovation and a distribution partner committed to supporting independent retailers, make sure BTL Diffusion UK is on your Kind + Jugend schedule. Whether you’re rediscovering Skip Hop, experiencing CloudiKids for the first time or exploring the latest innovations from Cloud b, we’d love to show you what’s new and discuss how we can help your business grow.
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Lakeside Shopping Centre
Buying beyond b As ebebek UK continues to strengthen its presence in the nursery market, Kind + Jugend remains a key event in its buying calendar. We caught up with Faruk Giray, UK Country Director, to find out why the show is such an important destination for discovering new products, strengthening supplier relationships and staying ahead of the latest retail trends. Kind + Jugend attracts brands and buyers from around the world. As a retailer, what makes the event such an important fixture in ebebek’s buying calendar each year? Kind + Jugend is one of those events we simply don’t want to miss. Bringing together a wide range of brands under one roof, it gives us a valuable opportunity to meet in person, exchange ideas and keep up with the latest products, innovations and market trends. For ebebek UK, it’s an opportunity to step back from the day-to-day business and look at the bigger picture. We leave with fresh inspiration, stronger partnerships and a clearer view of where the market is heading.
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With so many brands exhibiting under one roof, how do you approach planning your visit? Preparation makes all the difference. We go with a clear plan, scheduling meetings with our existing partners while leaving time to discover something unexpected. Our priority is always to find products that genuinely make parents’ lives easier. Whether it’s a new travel solution, feeding innovation or nursery essential, we’re focused on building a strong good, better, best product range, offering families quality options across different price points. Meeting suppliers face to face and experiencing products first hand helps us make informed, strategic buying decisions and select the right products for our customers. How valuable is Kind + Jugend when it comes to discovering new brands and suppliers? It’s incredibly valuable because nothing compares to seeing a product in person. 24
We’ve discovered several brands through the exhibition over the years, and some have gone on to become successful additions to our range. Being able to experience the product, understand the story behind the brand and speak directly with the people who developed it gives us much greater confidence when making buying decisions.
Our priority is always to find products that genuinely make parents’ lives easier. Whether it’s a new travel solution, feeding innovation or nursery essential, we’re focused on building a strong good, better, best product range, offering families quality options across different price points.
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Meeting suppliers face to face remains one of the biggest advantages of trade shows. How important are those conversations? Relationships are still at the heart of retail. Video calls have their place, but sitting down together allows for far more meaningful conversations. It’s often during those discussions that new ideas emerge, whether that’s an exclusive product, a marketing collaboration or simply a better way of working together. Trade shows help strengthen existing partnerships while opening the door to new ones. Which trends will your buying team be paying the closest attention to this year?
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The Mall Wood Green
borders Parents continue to look for products that make everyday life simpler, so that’s always our starting point. We’ll be paying close attention to innovations across travel systems, feeding, nursery furniture, baby technology and toys. More importantly, we’re looking for products that strengthen our good, better, best product range, ensuring we offer the right mix of premium and more affordable options. Our aim is to build a balanced assortment that gives families greater choice while maintaining the quality and value they expect from ebebek UK.
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Some of the most valuable conversations don’t happen in formal meetings. They happen while walking the halls, sharing experiences with suppliers or speaking to other retailers from different markets.
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What characteristics are most likely to capture ebebek’s attention? Safety always comes first. Beyond that, we’re looking for products with thoughtful design, genuine functionality and long-term value. Innovation only matters if it solves a real problem for parents. We also pay close attention to build quality and reliability because these are products families use every day.
How important is the wider industry networking? It’s one of the biggest benefits of attending. Some of the most valuable conversations don’t happen in formal meetings. They happen while walking the halls, sharing experiences with suppliers or speaking to other retailers from different markets. Those conversations give us fresh perspectives and often spark ideas that influence our long-term plans. What makes you return home feeling the visit has been a success? Success isn’t measured by how many stands we’ve visited. It’s about returning with new ideas, stronger relationships and confidence in the decisions we’re making for the year ahead. If we’ve identified products that can genuinely improve our range and created opportunities that benefit parents, then we’ve had a successful exhibition.
Greenwich Peninsular Retail Park What would you say to retailers considering their first visit to Kind + Jugend? I’d say go with an open mind. Of course, you’ll discover great products, but the real value comes from the conversations, the relationships and the insights you gain along the way. The nursery industry is constantly evolving, and Kind + Jugend remains one of the few places where the entire industry comes together. Whether you’re an established retailer or just entering the market, it’s an investment that’s well worth making.
ebebek Merry Hill
How does attending Kind + Jugend help ebebek stay ahead of changing consumer expectations? The nursery market moves quickly, and parents’ expectations continue to evolve. Kind + Jugend gives us early visibility of what’s coming next, allowing us to adapt before those trends become mainstream. It helps ensure our range continues to reflect what today’s parents are really looking for, rather than simply reacting to the market later. nursery today
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Join Graco at Kind + Jugend ALLISON BABY/GRACO: Congress-Centrum Ost C401 Celebrating over seven decades of trusted heritage, Graco is loved by parents worldwide and recognised for quality, innovation, and value.
Come and discover their latest innovations including three exciting new product launches - a car seat and two pushchairs. They’re looking forward to seeing some familiar faces and catching up with their valued retail partners, which is always a highlight of the show. They can’t wait to share what’s next for Graco. To secure your appointment, contact Graco on the below and find out how they continue to support families.
TEL: +44 (0) 1889 808900 | uksales@allisonbaby.co.uk
Head to Joie
to see the latest arrivals JOIE: Congress-Centrum Ost C401 K+J is always a great opportunity to see some of Joie’s newest arrivals.
K+J will give visitors the chance to get a first look at the new Joie range of accessories including stylish bags and footmuffs as well as the very latest fashions. Head down to Congress Saal, 4th Floor to find out more.
uksales@joiebaby.com | www.joiebaby.com
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Axkid unveil
AxkidOne 4 AXKID: Hall 10.2 | C010 D011 Axkid is set to return to Kind + Jugend in Cologne this September, where the Swedish child car seat specialist will unveil the AxkidOne 4. The latest addition to its innovative rearward-facing range, the Axkid One 4 is suitable from birth up to 12 years, offering retailers an exciting first look at the brand’s next generation of safer, longer rearward-facing travel. Visitors can explore the seat first-hand and discover more about Axkid’s commitment to improving child road safety. The Axkid One 4 is expected to launch in the UK in 2027, with further details revealed at the show.
salesuk@axkid.com www.axkid.com/uk
Oral Care
innovation
Matchstick Monkey: Hall 10.1 Stand D041 Matchstick Monkey expands its award-winning oral care range with two exciting new launches at Kind + Jugend 2026. At Kind + Jugend 2026, Matchstick Monkey will showcase two exciting additions to its growing oral and teething ranges: a new Dental Kit and a Vibrating Teether, designed to support babies through every stage of their early oral care journey. Building on the success of the Baby Electric Sonic Toothbrush, the new Dental Kit provides parents with everything they need to establish healthy oral hygiene habits from the beginning. The kit includes a Finger Toothbrush with case, Baby Electric Sonic Toothbrush and a new naturally formulated Foam Toothpaste, creating a complete collection for baby’s brushing routine. The new Vibrating Teether combines Matchstick Monkey’s trusted teething expertise with innovative technology, with bumps to massage and gentle vibrations to help ease teething pain and sore gums. It makes the latest addition to their teething collection. Come by Matchstick Monkey’s stand to see these new arrivals alongside the rest of their awardwinning teething, dental, gifting and bath time ranges.
info@matchstickmonkey.com www.matchstickmonkey.co.uk
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JoviKids fresh
direction JOVIKIDS: Hall 10.2, Aisle E, Stand 048 JoviKids are incredibly excited to showcase the next stage of JoviKids’ development at Kind + Jugend. Visitors can expect a fresh brand direction across both their wheeled products and car seat collections, with innovation, practicality and modern family life at the heart of everything we are launching. From modular thinking and clever folding firsts to new categories, updated styling and a more considered overall look and feel, this year’s range represents a major step forward for the brand. Backed by their factory expertise, they are combining strong product development with commercial opportunities designed to give retailers quality, margin and a genuine point of difference. Discover what is next for JoviKids at Hall 10.2, Aisle E, Stand 048. To arrange an appointment with the team, email sales@ norababyuk.com.
www.jovikids.com
COFFEE BREAK
Before the doors open at Kind + Jugend, Nursery Today caught up with Michael De-Cotis, UK Sales Director at JoviKids, to find out what retailers can expect to see on the stand, the brand’s latest innovations and why this year’s show marks an exciting new chapter. Kind + Jugend is recognised as one of the industry’s leading international trade events. What opportunities does exhibiting at the show create for JoviKids, and why is it such an important part of your annual calendar? Kind + Jugend is one of the most important dates in our annual calendar. As a team, we have attended the show for longer than we would like to remember, and have witnessed, and been part of, some of the industry’s biggest innovations. For JoviKids in 2026, that continues. Being factory-backed allows us to explore new technologies and bring the latest car seat innovations to our global customers and partners. The show also provides the perfect platform to strengthen existing relationships, meet new retailers and distributors, and help shape our future product development. What can retailers expect to discover on the JoviKids stand this year? Are there any new products or exciting additions to the range that you’re particularly looking forward to unveiling? Retailers can expect to discover an exciting new vision for JoviKids across both wheeled goods and car seats. We are using Kind + Jugend, followed by Harrogate in October, to showcase our expansion into new categories and the next stage in the development of our wheeled goods range. Car seat innovation remains at the heart of what we do, with new concepts that build on our factory expertise while taking JoviKids into exciting new areas of the market. We’re keeping the full details under wraps for now, so retailers will have to visit the stand to discover the surprises for themselves. For buyers visiting the show, seeing products up close can make all the difference. How important is Kind + Jugend in giving retailers the opportunity to experience JoviKids’ products first-hand? It is incredibly important. Trade shows such as Kind + Jugend give our existing partners and potential new customers the opportunity to experience the products, understand their features and provide valuable feedback before we move into final production. 28
We see product development as a two-way relationship. By listening to retailers and working closely with our partners, we can create products that meet the needs of both the market and the families using them. Working together is always the best way forward. As the nursery market becomes increasingly competitive, how valuable is Kind + Jugend in helping JoviKids build relationships with existing retail partners while also opening the door to new business opportunities? Kind + Jugend is hugely valuable in helping us strengthen existing relationships while creating new opportunities across Europe and the UK. JoviKids has matured as a brand, and we are introducing a stronger product range across new categories and price points. Our focus is on delivering excellent quality, healthy retailer margins and a genuine point of difference in the market. The show gives us the perfect opportunity to share that direction with both current and prospective partners, gather their feedback and, hopefully, bring them with us on the next stage of the JoviKids journey. Once Kind + Jugend draws to a close, what’s next for JoviKids? Can retailers expect to see further product launches, market expansion or exciting developments over the coming year? Next stop is Harrogate, with a quick turnaround before we return in October. We’ll be back in the same stand location as last year, M8, with even more new products, including exciting additions that didn’t make it to the Cologne show. Across both Kind + Jugend and Harrogate, we’ll be showcasing new products, new categories and the next stage of our growth across the UK and Europe. To arrange an appointment, email sales@norababyuk.com and make time to meet the team.
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BabyBjörn
launches two new classics at K&J
BABYBJORN: Hall: 10.2, Stand: B020 The Swedish family company BabyBjörn is launching its newest innovations, Baby Carrier Hold and Baby Bouncer Begin at the Kind Und Jugend trade fair. The new baby essentials are the culmination of 65 years of baby product design expertise, as always, they have been developed in close collaboration with leading medical experts and families. This year 2026, BabyBjörn is celebrating 65 years of supporting parents with small children in more than 50 countries. Since the launch of the first BabyBjörn baby carrier in 1973, 50 million babies have been carried in them close to their parents. Baby Carrier Hold features unique buckles which are silent so as not to disturb the baby, with smooth edges. It is suitable from 0–18 months (or 7–30 lbs / 3.2–13.5 kg and 21–34 in/ from 53 cm) and is adjustable for most wearers, XS to XXL. Available in two different fabrics, a brushed woven material that is soft and cosy but strong enough for long use, and airy and soft mesh which is flexible and breathable as it lets fresh air flow through. This helps release excess heat and cool both baby and parents down. All fabrics are certified Oeko Tex Standard 100, Class 1.
Available in Sand Gray, Light Green, Black and Cream. Bouncer Begin offers ergonomic support from ‘head to hips’; babies are supported without the need for an additional insert. The Bouncer can be adjusted to different positions easily and it is acknowledged as ‘hip healthy’ by the International Hip Dysplasia Institute (IHDI). Bouncer Begin is lightweight and foldable, making it easy to move around, store, and travel with. An easy-grip seat positioner allows for quick adjustments between positions. and the fabric seat is easily removed and machine washable. Suitable from 0–9 months (6.2–20 lbs / 2.8–9 kg). Available in two different textiles: a brushed woven fabric that is soft and cosy but strong enough for long use, and in an airy and soft mesh which is flexible and breathable as it lets fresh air flow through.
TerriLouise.Hersby@babybjorn.com www.babybjorn.com
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nursery matters JOHN BARKER
Barking
Mad
john@pramland.co.uk
H
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In this month’s column, Pramland’s John Barker reflects on changing customer buying habits, the growing challenge of budget travel systems and why demonstrating quality in-store has never been more important. Drawing on some fascinating real-world testing, John shares why helping parents understand value, rather than simply price, could be key to the future of independent nursery retail. ello everyone, welcome to ready to commit to an order. Despite The weekend just gone saw us host our Venicci me banging the drum repeatedly on my little corner of Nursery Summer Event, and we were lucky enough for the Today. I hope you all had a social media, parents-to-be just don’t seem to be getting the message. Still, successful July. team to bring along their test track. We also got lucky at least we get the order eventually, I’m pleased to report that we had the with the weather. I have to say, wow. What a even if it does result in a few tense best July we’ve ever had, both in terms moments while we wait for the latest of revenue and order value, which is difference a test track makes, although perhaps not in stock updates from the brands. encouraging because it confirms there the way you might think. The weekend just gone saw us host are still plenty of people out there shopping. One thing that has become very apparent, however, is that people are leaving it later than ever before to shop. We’re seeing so many expectant parents who are due in six or seven weeks expecting to get their hands on a Silver Cross Cove 2 in Chocolate or a Venicci Upline 3 Hunter. It’s so frustrating. Historically, parents-to-be would visit us when they were around 10 to 12 weeks pregnant to try a few prams and get an idea of what they wanted. They would then return after their 20-week scan to place their order. Now, we’re seeing many customers making their first visit when they’re already 20 to 24 weeks pregnant. By the time we explain the current lead times on certain products, they’re simply not
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our Venicci Summer Event, and we were lucky enough for the team to bring along their test track. We also got lucky with the weather. I have to say, wow. What a difference a test track makes, although perhaps not in the way you might think. We found that countless parents-tobe ended up spending more than they originally intended after trying different travel systems and experiencing the difference in how they pushed. Naturally, that put a huge smile on my face, but I also believe customers benefited from choosing a better-quality travel system. The bane of our industry right now is the flood of cheap travel systems. They’re damaging the industry, and as retailers we really shouldn’t be
celebrating them. During a recent visit from one of my brands, I wasn’t at all surprised to discover that although unit sales had increased significantly over the past 12 months, my turnover with them had actually fallen. How can that be considered a good thing? Why would a brand want that situation? Sure, I can sell hundreds of a particular pram, but if nobody is making any money from it, what’s the point? The phrase “busy fools” springs to mind. Between that meeting, my growing frustration with travel systems that generate little profit, and the Venicci test track, my brain started ticking over, and so did my son Jacob’s. Some of you may already know that Jacob is a very clever lad, although I’ve
”
no idea where he gets it from! He’s currently studying for a Master’s degree in Mathematics, having already achieved a First-Class degree. As a result, he’s rather good at analytics and interpreting data, what clever people call numbers, I’m told. So, I gave him a challenge to analyse the performance of various travel systems and help answer that customer favourite: “Why would I spend that much on a pram when this one is half the price?” What we did wasn’t particularly new. I’d actually seen similar demonstrations at the recent Bugaboo event in Amsterdam. However, the results were fascinating and completely supported the theory that, in this case, more really is better.
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Our first series of tests used a simple iPhone app that turned the phone into a basic vibration detector. We placed the phone inside a carrycot next to a weighted baby doll’s head and pushed various travel systems around the Venicci test track while recording the results. We expected cheaper, entry-level travel systems to transmit more movement than mid-range or premium models. What we found was startling. The amount of movement experienced in some of the cheaper systems was genuinely concerning, with the highest vibration peaks showing very little in the way of suspension or shock absorption. Some readings were comparable to the forces experienced during a significant earthquake. It became obvious that we needed to do a better job of explaining the benefits of investing in a higher-quality pram. Our next test involved using a Newton meter attached to a stroller carrying a 15kg weight to simulate a growing toddler. Once again, the results were night and day. Better engineering, higherquality materials and improved design all resulted in significantly less force being required to push the premium products. Finally, we carried out sound tests. During our vibration testing, we’d already noticed that cheaper travel systems, with their minimal suspension and lower-quality wheels, produced much more noise. We placed a decibel meter beside the weighted doll and repeated the test track runs. Again, the difference was remarkable. The loudest entry-level systems produced sound levels comparable to a busy street, while the quietest premium models were closer to a quiet whisper.
Now, we didn’t conduct these tests under strict laboratory conditions, but the results clearly demonstrated significant differences. Armed with the data, Jacob did what mathematicians do best and analysed the numbers. The conclusion was clear. There is a direct correlation between the price of a travel system and how easy it is to push, the comfort of the ride and the amount of noise it generates during use. This is exactly the kind of evidence we, as retailers, need if we’re going to combat the continued rise of cheaper and cheaper travel systems. I’m now so convinced of the value of a proper demonstration that I’ve started planning a permanent test track in our car park. When expectant parents push a £500 pram and see our baby dummy’s head shaking from side to side, compared with the stability offered by a premium model, I’m confident many will happily spend more. Before you say, “My customers won’t spend more than £500 on a travel system,” stop. They will, if you can clearly demonstrate why it’s worth it, not only for them but for the comfort and wellbeing of their child. For our industry to survive, and for independent retailers to continue thriving while fewer children are being born, we need to generate better margins. Selling cheaper products simply doesn’t make the numbers add up. Selling products that genuinely deliver greater value does. So do both your business and your customers a favour. Take another look at those budget ranges before it’s too late.
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feature COMPACT FOLDS
Small
fold, big demand
Compact fold pushchairs have firmly established themselves as one of the nursery industry’s biggest success stories.
O
nce considered a handy second stroller for holidays, today’s compact folds have evolved into versatile, feature-packed pushchairs that are increasingly becoming parents’ first choice for everyday life. Changing lifestyles have played a major role in this transformation. Families are spending more time on the move, whether commuting, navigating busy high streets, hopping on public transport or heading away for weekend breaks. Parents want products that are lightweight, easy to handle and quick to store, without sacrificing the comfort, safety and practicality they expect from a full-size pushchair. Helen Robinson, Head of Sales, UK & Ireland at hauck, believes today’s parents are looking for products that support increasingly flexible lifestyles. “Family life has become more mobile and flexible. Parents need pushchairs that fit easily into busy everyday routines, small car boots and travel plans without compromising on comfort. Compact folds offer a sense of freedom, which is why they have evolved from occasional travel strollers into genuine everyday companions.” That shift is being reflected across the marketplace. Brands have invested heavily in innovation, ensuring compact folds are no longer simply stripped-back travel buggies. Emma Scorah, Marketing & Digital Director at Ickle Bubba, says the category has matured considerably over recent years. “Perhaps the biggest shift has been seeing compact folds become a mainstream category. Once viewed as a secondary holiday stroller, they are now increasingly chosen as an everyday pushchair. Urban living, smaller car boots and more flexible lifestyles have all contributed to growing demand, with parents looking for products that make daily life easier without compromising on performance.” Another major driver behind the category’s growth has been the increasing demand for airline-friendly travel solutions. As more families take city breaks, overseas holidays and frequent weekend trips, parents are actively seeking pushchairs that can accompany them throughout their journey. This has placed greater focus on IATA cabin-compatible designs. Brands are reacting to consumer trends by offering compact fold pushchairs that meet the cabin baggage dimensions accepted by many airlines. As airline requirements can vary, parents are always advised to check with their chosen carrier before travelling, but the availability of cabin-friendly options has undoubtedly become a major selling point. Independent nursery retailer Lorretta Owen, Managing Director of Jolly Tots, says this is one of the most common questions being asked in-store. “Compact fold pushchairs continue to attract strong customer interest, particularly from parents looking for lightweight, practical solutions for everyday use and travel. In-store, we’re seeing shoppers prioritise models that are easy to fold with one hand, compact enough to fit into smaller car boots, and suitable for holidays or public transport.
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IATA cabin
approved
Travel light without compromising on comfort. The Push Me Explor is an IATA cabin-approved stroller designed for family adventures near and far. Suitable from birth, its compact easy-fold design, UPF 50+ protective hood with viewing window and premium comfort features make travelling beautifully simple.
www.redkitebaby.co.uk
“We’ve definitely noticed a growing demand for cabin-friendly pushchairs. ‘Cabin approved’ has become a real buzzword, with more and more parents specifically asking for models that meet airline travel requirements.” Lorretta also believes changing holiday habits are influencing purchasing decisions. “Families also seem to be travelling more frequently, with many taking multiple holidays each year. As a result, having a pushchair that folds compactly enough for cabin luggage has become a key consideration for many customers.” Social media also assists this category in driving awareness. Short-form videos showing quick one-hand folds, compact storage, airport travel and everyday convenience perform particularly well across platforms such as Instagram, Facebook and TikTok. Retailers who regularly share this type of content not only generate engagement but also reinforce their expertise, encouraging shoppers to visit stores or websites to learn more. For retailers, the continued growth of this category presents significant opportunities. Compact folds appeal to first-time parents, grandparents and families looking for an additional stroller, creating multiple purchasing opportunities throughout a child’s early years. As manufacturers continue to introduce lighter, smarter and more travel-friendly designs, compact fold pushchairs look set to remain one of the nursery sector’s strongest performing categories. Combining convenience, innovation and lifestyle appeal, they have become far more than a holiday essential. For today’s parents, they represent an everyday solution, and for retailers, they continue to offer one of the market’s most exciting sales opportunities.
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feature COMPACT FOLDS
Ultra-compact design, lightweight convenience Designed with travel in mind, the Pisces Ultra-Compact Stroller from Ickle Bubba gives families the freedom to explore without compromising on comfort or convenience.
The ultra-compact cabin-approved design* allows parents to keep their stroller with them right up to boarding and avoid waiting at baggage reclaim. Weighing just 4.9kg, it’s easy to carry, lift and store, while still offering the comfort and functionality parents need. Suitable from birth to 22kg, it features a lie-flat seat, adjustable footrest, UPF 50+ hood and rain cover included as standard. Whether navigating tourist-packed streets abroad or exploring a new destination, it helps families travel light without compromising on comfort. *Parents should check individual airline requirements before travelling. For sales enquiries please contact the below.
jade.allen@icklebubba.com www.icklebubba.com
Navigating daily life CYBEX’s collection of compact buggies has been designed to support every family’s lifestyle, whether it’s navigating daily life at home or jetting off on new adventures. Combining intelligent design, comfort and practicality, the range offers a solution for every type of journey. For families travelling abroad, the Libelle and Orfeo are the ultimate companions. Both are lightweight and compact with hand-luggage friendly folds that make navigating airports, trains and city breaks effortless. The Libelle is ideal for parents seeking the smallest possible fold, while the Orfeo combines exceptional compactness with enhanced comfort from birth. Closer to home, the Beezy is the perfect staycation pushchair, offering everyday convenience without compromising on comfort. Its compact one-hand fold, full lie-flat recline and cityfriendly design make it ideal for family days out, weekend breaks and exploring closer to home.
www.cybex-online.com 34
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Compact without
compromise Compact fold pushchairs have rapidly evolved from occasional holiday purchases into everyday essentials for many families. As parents increasingly seek products that combine convenience, style, versatility and value, innovation within the category shows no sign of slowing. Nursery Today caught up with Emma Scorah, Marketing & Digital Director at Ickle Bubba, to discuss changing consumer expectations, the growing importance of retailer feedback and where the next wave of compact fold innovation is heading. The compact fold market continues to evolve at pace. How has Ickle Bubba seen customer expectations change, and what has surprised you most about the category’s growth? Customer expectations have changed significantly over the past few years. Parents no longer want to compromise on style, comfort or storage in favour of a space-saving design. They are also far more informed, researching products online and comparing features across a range of price points before making a purchase. Perhaps the biggest shift has been seeing compact folds become a mainstream category. Once viewed as a secondary holiday stroller, they are now increasingly chosen as an everyday pushchair. Urban living, smaller car boots and more flexible lifestyles have all contributed to growing demand, with parents looking for products that make daily life easier without compromising on performance.
Designing a compact pushchair comes with its own set of challenges. How do you maximise features and functionality while keeping the product lightweight and easy to fold? Designing a compact pushchair is all about balance. Every feature needs to add genuine value while ensuring the pushchair remains lightweight, easy to handle and simple to store. At Ickle Bubba, we continually refine materials, frame engineering and folding mechanisms to create products that work intuitively in everyday life. Features such as one-hand folding and quick storage, as seen on our Aries Auto-Fold Stroller, are particularly important, but they must be achieved without compromising strength, stability or comfort. The goal is to deliver the confidence and performance parents expect from a full-size pushchair within a compact design.
Convenience is clearly a major selling point, but parents are also looking for style and versatility. How does Ickle Bubba bring all of these elements together within its compact fold range? Our product development focuses on balancing practical parenting needs with contemporary design and trendled colourways. Families want lightweight, easy-fold pushchairs that offer many of the features traditionally associated with larger models. Products also need to perform in real-life situations, from the school run and everyday errands to weekends away and family holidays. Our aim is to deliver premiumlooking products with the functionality modern families need, while keeping them accessible at a family-friendly price point.
Value for money remains an important consideration for many families. How does Ickle Bubba ensure its compact folds deliver the right combination of quality, performance and affordability? Delivering accessible innovation and outstanding value has always been central to the Ickle Bubba proposition. We believe families should never have to compromise on quality, performance or design to stay within budget. Strong supplier relationships and careful product development allow us to invest in the features that genuinely improve everyday family life, from quality materials and rigorous testing to practical functionality, rather than unnecessary extras. The result is products that combine style, performance and affordability.
Compact folds are no longer viewed as just a holiday purchase. Are you seeing them become an everyday essential, and how has this influenced your approach to product development? Absolutely. Compact fold pushchairs have moved well beyond their traditional role as travel companions. Many families now choose them as their primary pushchair, particularly those living in urban environments. Their benefits extend far beyond holidays, whether navigating busy shops, using public transport, visiting cafés or maximising limited boot space. This change in consumer behaviour has led us to focus on creating durable, versatile pushchairs designed for everyday use rather than occasional travel.
Retailers are often the first to hear what parents really think. How valuable is feedback from your retail partners when it comes to refining existing products or developing new compact fold models? Retailer feedback is an essential part of our product development process because they speak to parents every day. Their insight helps us understand the questions, priorities and concerns influencing purchasing decisions. We combine this knowledge with consumer research, digital trends and customer reviews to build a complete picture of what families are looking for. By working closely with our retail partners and listening to parents, we can develop products that solve genuine everyday challenges.
The nursery market is always moving forward. Are there any consumer trends, lifestyle changes or buying habits that you believe will have the biggest impact on the compact fold category over the next few years? The biggest influence will be continued demand for products that support flexible, on-the-go family lifestyles. Parents increasingly expect premium features at accessible price points and are arriving at purchasing decisions better informed than ever through online research and product comparisons. Sustainability and product longevity are also becoming more important, with families seeking products that are built to last and offer greater versatility. Multi-functional designs that reduce the need for multiple purchases will continue to resonate. We have seen the rise in cabin-friendly compacts together with carry cots which fold on the chassis. Innovation continues to drive excitement across the wheeled goods sector. Can we expect to see even more innovation within the compact fold category, and what opportunities do you believe still exist for brands to explore? There is still significant opportunity for innovation within the compact fold category. Parents increasingly want travel-friendly dimensions without sacrificing the comfort, performance and functionality of a larger pushchair. Future innovation will focus on smarter design, including intuitive folding systems, lighter materials, enhanced comfort and greater versatility throughout a child’s early years. Innovation is not about adding more features for the sake of it, but about understanding the challenges parents face and creating solutions that make everyday life simpler. The category is moving beyond compact with compromise towards compact without compromise, delivering greater capability, flexibility and performance within a smaller footprint. nursery today
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feature COMPACT FOLDS
Making the journey simpler For parents navigating busy, on-the-go lifestyles, Doona X offers a smart solution that combines an infant car seat and stroller in one fully integrated system. Moving from car seat to stroller in seconds, it makes everyday journeys, appointments and public transport simpler without disturbing a sleeping baby. Doona X features three recline positions, Sit, Relax and Lay Back, alongside patented shock absorbers and a smooth-release mechanism that enables a quick, compact fold for easier handling and storage. Compact, stylish and approved for air travel, it transitions effortlessly between car, train and plane, giving families greater freedom, flexibility and convenience wherever the day takes them, at home or abroad. For more information contact the below.
sales@cuddleco.co.uk | www.cuddleco.co.uk
Birth to
big kids
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.co.uk www.joiebaby.com
Designed for
families on the go The Push Me Astro is designed for busy family life, combining effortless one-touch auto folding with stylish good looks and everyday practicality. Suitable from birth, the Push Me Astro’s spacious lie-flat seat and selfstanding fold make every outing a little easier, from newborn strolls to toddler adventures.
www.redkitebaby.co.uk 36
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Born from a shared love of the outdoors, the Hunter x Venicci collaboration celebrates curiosity, exploration and the beauty of first discoveries.
Celebrate
Venicci’s 15th Anniversary Created to mark Venicci’s 15th anniversary, this exclusive special edition collection brings together Venicci’s expertise in creating a safe and comfortable world for little ones with Hunter’s iconic British heritage and outdoor spirit. Designed for adventures in every season, the Upline 3 combines timeless aesthetics with thoughtful functionality, including weather ready features, premium materials and practical accessories that help families explore the world with confidence. Available in three distinctive colours, Red, Navy and Dark Olive, each design captures the spirit of outdoor discovery with a refined, timeless character.
www.venicci.co.uk
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feature COMPACT FOLDS
Complete travel
companion
For families, the best travel products are the ones that remove decisions rather than add them. Introduced by hauck this year, the hauck Fly N Care brings every essential together in one premium all-in-one solution. Fly N Care comes complete with a seat liner, carry strap, transport bag and car seat adaptors, so parents are ready for everyday outings, weekends away and airport transfers from the first use. The hauck Fly N Care folds quickly with one hand, packs down to a cabin approved size and can be carried comfortably between connections. On the move, its lie-flat seat, four-wheel suspension and extendable UPF 50+ canopy create a calm, protected space for children from birth to 22 kg. Generous ventilation and a practical storage basket add everyday convenience, while leather-look details give the design a refined finish. The hauck Fly N Care is a complete travel companion designed to make family mobility feel effortless.
www.hauck.de/en
Lightweight travel
solution Award-winning design. Surprisingly light. Introduced by hauck this year, the hauck Lite N Care combines advanced carbon engineering with effortless everyday mobility.
Weighing just 5.5 kg, it is exceptionally easy to lift, carry and manoeuvre through stations, city streets and airport terminals. Its carbon frame delivers impressive stability without unnecessary bulk, giving parents confidence on every journey. Recognition from the German Design Award 2026, the Loved By Parents Award 2026 and the Dadsnet Award 2026 underlines its thoughtful balance of innovation, style and practicality. The hauck Lite N Care folds compactly with one hand, is cabin approved and includes a shoulder strap for easy carrying. A generous seat, reclining backrest and adjustable footrest support children from birth to 22 kg, while the UPF 50+ canopy and XL mesh window provide shade and airflow. The result is a premium pushchair that feels remarkably light, yet reassuringly capable.
www.hauck.de/en
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Compact Design, Big
Ambitions
Compact fold pushchairs continue to reshape the wheeled goods market as parents increasingly seek lightweight, versatile and travel-friendly solutions that don’t compromise on comfort or performance. With demand continuing to grow, Nursery Today caught up with hauck’s Head of Sales, UK & Ireland, Helen Robinson, to discuss the factors driving the category forward, evolving consumer expectations and how the brand is continuing to innovate with products designed for modern family life. Compact folds have become one of the most competitive areas of the wheeled goods market. From hauck’s perspective, what has been the biggest catalyst behind the category’s continued growth? Family life has become more mobile and flexible. Parents need pushchairs that fit easily into busy everyday routines, small car boots and travel plans without compromising on comfort. Compact folds offer a sense of freedom, which is why they have evolved from occasional travel strollers into genuine everyday companions. Parents are asking more from their pushchairs than ever before. How is hauck ensuring its compact fold range delivers the right mix of practicality, comfort and everyday usability? We look at the complete experience for both parent and child. Lightweight frames, easy folding, comfortable lie-flat seats and thoughtful details all need to work together. Our established bestsellers, the Travel N Care and Travel N Care Plus, have shown how important intuitive handling and reliable comfort are, while models such as the Fly N Care and Lite N Care take this concept further with even greater versatility and premium features. As a brand with decades of experience, how do you balance proven design principles with the need to keep innovating and respond to changing consumer expectations? Our experience gives us a clear understanding of what families truly value: safety, reliability and ease of use. Innovation allows us to deliver these qualities in lighter, smarter and more flexible ways. Every new feature must have a real purpose and make family life noticeably easier.
Today’s parents often want one pushchair that can do it all. Are you seeing compact folds becoming the go-to choice from birth through to toddlerhood, rather than simply as a second stroller? Definitely. More parents now expect a compact pushchair to accompany them from the newborn stage through to toddlerhood. Lie-flat seats, car seat compatibility and greater comfort mean these products can become a family’s main pushchair rather than simply a second option for holidays. Retailers often tell us that parents arrive having already done extensive research. How has this shift in buying behaviour influenced the way hauck develops and presents its compact fold products? Parents compare every detail before making a decision, so clear and honest communication is essential. We focus on showing how each feature supports real family life. At the same time, the in-store experience remains valuable, as parents want to feel the fabrics, test the fold and imagine the pushchair becoming part of their own daily routine. Colourways, fabrics and styling have become increasingly important purchase drivers. How much emphasis does hauck place on design trends alongside functionality when developing new models? A pushchair is a highly visible part of family life, so parents naturally want it to reflect their personal style. We place strong emphasis on modern colours, premium fabrics and refined details, while ensuring that every design choice supports comfort, durability and everyday practicality. We also have fresh, contemporary colourways planned for our pushchair range, so stay tuned.
“
A pushchair is a highly visible part of family life, so parents naturally want it to reflect their personal style. We place strong emphasis on modern colours, premium fabrics and refined details, while ensuring that every design choice supports comfort, durability and everyday practicality.
”
Looking beyond today’s market, are there any emerging consumer or lifestyle trends that you believe will shape the next generation of compact fold pushchairs? We expect parents to look for even more adaptable products that work across daily journeys, public transport and international travel. Lightweight construction, longterm usability and carefully considered accessories will become increasingly important, particularly as families seek fewer products that can do more. Finally, the compact fold category shows no signs of slowing down. Can we expect to see even more innovation from hauck in this space, and are there any areas of development that particularly excite you? Absolutely. With the Fly N Care and Lite N Care only launching this year, our latest compact fold innovations have only just arrived. Our focus is now on establishing these models alongside our proven bestsellers, the Travel N Care and Travel N Care Plus. We are also excited to introduce fresh, modern colourways across our wider pushchair range, offering retailers and parents even more choice. There is plenty to look forward to, so stay tuned. nursery today
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feature COMPACT FOLDS
Compact choices m Compact fold pushchairs have evolved far beyond being a holiday essential, with many parents now choosing them as their everyday travel solution. Nursery Today spoke to Jolly Tots Managing Director Lorretta Owen about changing customer expectations, the growing demand for cabin-friendly models and why practicality, value and expert in-store advice remain central to the buying journey. Compact fold pushchairs continue to be one of the most talked about areas of the wheeled goods market. What are you currently seeing instore, and has customer interest in this category increased over the past 12 months? Compact fold pushchairs continue to attract strong customer interest, particularly from parents looking for lightweight, practical solutions for everyday use and travel. In-store, we’re seeing shoppers prioritise models that are easy to fold with one hand, compact enough to fit into smaller car boots, and suitable for holidays or public transport. Customers are also spending more time comparing different compact models before making a purchase, carefully researching features to find the best balance between quality, practicality and affordability. We find that customers’ wish lists are constantly growing, but unfortunately they don’t always align with their budgets. Many parents want lightweight, travel-friendly pushchairs packed with premium features while still expecting an affordable price. As a result, value for money has become one of the biggest deciding factors, with shoppers carefully weighing up quality, functionality and price before making their final choice. Overall, demand for compact fold pushchairs remains strong, and we’re seeing more customers invest time in finding a model that offers the right combination of convenience, features and value for their family’s needs. 40
Have you noticed a growing demand for cabinfriendly pushchairs, and are more parents specifically asking for models that meet airline travel requirements? We’ve definitely noticed a growing demand for cabinfriendly pushchairs. ‘Cabin approved’ has become a real buzzword, with more and more parents specifically asking for models that meet airline travel requirements. Families also seem to be travelling more frequently, with many taking multiple holidays each year. As a result, having a pushchair that folds compactly enough for cabin luggage has become a key consideration for many customers. While features such as comfort and ease of use remain important, the ability to travel with a cabin-approved stroller is now one of the biggest selling points in this category. Folding carrycots have become an increasingly popular innovation. Are customers actively looking for compact folds that allow the carrycot to fold with the chassis, and how important has this feature become in the buying decision? Folding carrycot options have been a huge trend this year. I may be in the minority, but I’m not completely convinced they’re the right solution for every customer, although I may be proved wrong. From a compact, lightweight pushchair perspective, I can see the clear benefits. However, I’m less convinced that every travel system needs this feature. Some models with the carrycot attached and folded can
weigh around 13kg, which I feel is too heavy for many parents who need to lift the pushchair in and out of the car boot regularly. For some families, the convenience of a folding carrycot will be a real advantage, particularly those prioritising storage and travel. However, I think there is still a balance to be found between added functionality and keeping products lightweight and practical for everyday use.
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Overall, demand for compact fold pushchairs remains strong, and we’re seeing more customers invest time in finding a model that offers the right combination of convenience, features and value for their family’s needs.
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When customers begin their pushchair search, what are the key questions they’re asking about compact folds, and which features tend to influence their final choice? When customers begin their pushchair search, the first questions we hear about compact folds are usually focused on practicality: “How small does it fold?”, “Will it fit in my car boot?”, “Can I take it on an aircraft?” and “Is it easy to fold and lift?” Customers are looking for convenience, but they also want reassurance that they’re not compromising on
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comfort or quality. Weight, ease of folding, folded size, manoeuvrability and suitability from birth are all key considerations. Ultimately, the final choice often comes down to finding the right balance between functionality and affordability. Parents are looking for a pushchair that fits their lifestyle, whether that’s everyday trips, city living, travelling or managing limited storage space, while still offering the features they value most. A compact fold is important, but it also needs to deliver in areas such as comfort, durability and ease of use.
matter
Are you finding that compact folds are increasingly being purchased as an everyday pushchair rather than simply as a lightweight or holiday option? How has this changed the conversations you’re having with parents? Yes, we’re definitely seeing more customers considering compact fold pushchairs as their main everyday pushchair rather than simply as a lightweight or holiday option. The conversation has shifted significantly. Previously, compact models were often viewed as a secondary option for travel or keeping in the car, but improvements in design, suspension, comfort and features mean many parents now see them as a genuine everyday solution. Customers are asking more detailed questions about durability, child comfort, suitability from birth, basket size and how the pushchair performs on a daily basis, rather than simply focusing on how small it folds.
The challenge is that customers still want the best of both worlds, a pushchair that is lightweight and incredibly compact, while also offering the comfort, features and performance of a larger travel system. Helping parents understand the balance between size, weight and functionality has become a much bigger part of the conversation. With so much choice now available, which trends are standing out in terms of styling, colourways and functionality, and are there any features that customers are placing greater importance on than they were a few years ago? With so much choice now available, customers are becoming much more considered in their decisions. In terms of styling, we’re seeing a continued move towards clean, modern designs with premium finishes, neutral colourways and timeless tones that appeal to a wide range of parents. Functionality remains a key driver, with customers placing more importance on features that make everyday life easier. One-handed folding, compact size, lightweight frames, larger storage baskets, comfortable recline options and travel-friendly features are all high on the wish list. Compared with a few years ago, customers are definitely more informed and have higher expectations. They want a pushchair that not only looks good but also fits around their lifestyle, whether that’s city living, travelling, using public transport or simply making day-to-day trips easier.
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feature COMPACT FOLDS
The challenge for manufacturers is meeting these growing expectations while still keeping products lightweight, practical and accessible in terms of price. Customers are looking for premium features, but value for money remains a major factor in their final decision. How influential are social media, online reviews and influencer content in bringing customers into your stores, and how important is the in-store demonstration in helping them make their final decision? Social media, online reviews and influencer content are definitely having a bigger influence on customers before they come into store. Many parents arrive having already researched specific brands or models, often with a shortlist based on recommendations they’ve seen online. However, the in-store experience remains incredibly important, particularly with pushchairs. A pushchair is a high-value purchase, and customers want to see, feel and test the product before making their final decision. Being able to physically fold the pushchair, assess its weight, check its manoeuvrability and compare different models side by side can make a huge difference. We’re finding that customers often come in with an idea of what they want, but a good in-store demonstration can either confirm their choice or help
them discover a model that better suits their lifestyle. Expert advice and understanding the customer’s individual needs remain key parts of the buying journey, especially with so much choice available. From a retailer’s perspective, what support from brands makes the biggest difference when it comes to selling compact folds, whether that’s training, merchandising, demonstrations or marketing? From a retailer’s perspective, the biggest difference comes from having strong brand support that helps us confidently demonstrate the benefits of each product. Compact folds can be a very feature-led category, so good product training is invaluable. Understanding the finer details, from the folding mechanism and weight distribution to suitability for different lifestyles, allows us to give customers clear, honest advice. In-store demonstrations are particularly important. Being able to show how easily a pushchair folds, how compact it is when stored and how practical it feels in everyday use can be the deciding factor for many customers. Strong merchandising also plays a big role. Clear displays highlighting key features, comparisons between models and effective point-of-sale materials help customers navigate what can otherwise be an overwhelming amount of choice.
Marketing support from brands is equally important, especially when it creates awareness before customers enter the store. When online content, social media and the in-store experience work together, it gives customers confidence and helps retailers convert interest into sales. Looking ahead, where do you see the biggest opportunities for growth within the compact fold category, and are there any innovations you’d like to see brands introduce over the next few years? Looking ahead, I think the biggest opportunity for growth is continuing to develop compact fold pushchairs that genuinely combine lightweight design with everyday practicality. Customers no longer want to choose between a travel pushchair and an everyday pushchair. They’re looking for one product that does both.
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Customers are asking more detailed questions about durability, child comfort, suitability from birth, basket size and how the pushchair performs on a daily basis, rather than simply focusing on how small it folds.
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I’d also like to see brands focus on keeping products lightweight without compromising on comfort or durability. In recent years we’ve seen more features added to pushchairs, but this can often result in increased weight. Finding the right balance between innovation and practicality will be key. Another area for growth is making premium features more accessible across different price points. Customers are becoming increasingly knowledgeable and their expectations continue to rise, but budgets haven’t necessarily increased at the same pace. Brands that can deliver excellent value for money, alongside quality and innovation, are likely to stand out. Ultimately, I think the future of the compact fold category lies in listening to what parents actually need: products that are easy to use, simple to transport, comfortable for children and genuinely suited to everyday family life, rather than adding features for the sake of it. As for innovations, any chance of a genuinely cabin-approved double pushchair? I think there would be significant demand from growing families who travel regularly, provided manufacturers can achieve this without compromising comfort, practicality or ease of use. It would certainly be an innovation worth watching. 42
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Great for tough terrain
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 filled for durability, your wheels will never be the reason for missing out on adventures. With multiple recline options, you can let snoozy toddlers rest after a busy day on their feet. With an adjustable leg rest ready to support tired legs you can rest assured they will be able to recharge in comfort when you’re out and about.
uksales@joiebaby.com | www.joiebaby.com
Lightweight
design
The Nuna TRIV next is a compact stroller designed for effortless everyday family life. Weighing just 8.72 kg, it combines lightweight practicality with all-terrain performance. Its standout feature is the intuitive one-hand compact fold, making it easy to collapse while juggling bags or little ones. Once folded, it stands independently for convenient storage in car boots, hallways or cafes. Four riding modes allow seamless transitions from newborn to toddler, with compatibility for the compact LYTL carry cot and Nuna infant car seats. Available in Caviar, Pistachio, Chateau and Chestnut.
www.nunababy.eu/uk
Ideal for
urban living Meet valora, tthe ideal pushchair for modern families navigating compact, urban spaces.
Engineered with first time parents in mind, valora blends intelligent design and lightweight performance with Joie Signature’s sleek sophistication. At just 51.5cm wide, valora is elegant and lightweight. This 4in1 multitasking pram gives you four strollers in one when you combine it with an infant car seat and carry cot – all on a compact frame. Sold separately, valora will team with i-Level Pro, sprint and calmi R129 as well as i-Snug 2 and i-Jemini. For those early newborn strolls, pair with ramble or ramble XL for a safe and ergonomic snooze.
uksales@joiebaby.com www.joiebaby.com
Big benefits in a compact fold
The award-winning Myavo delivers high-end functionality in the compact stroller category. Weighing just 5.8kg, it features a standout one-hand, one-second automatic fold with a self-standing function that is ideal for easy storage needs. Designed for modern living, Myavo is suitable from birth to approximately 4 years (22kg) with key features parents love including a rotating bumper bar, adjustable calf support, and a generous storage basket. Retailing at RRP £130, it offers families a premium aesthetic with a highly competitive entry price.
www.gracobaby.eu/uk
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feature COMPACT FOLDS
Small fold, big impact Compact fold pushchairs continue to reshape the wheeled goods market, offering parents the ideal balance of convenience, practicality and performance. As demand for lightweight, travel-friendly designs continues to grow, Joie remains focused on delivering feature-rich products that meet the needs of modern families. Nursery Today spoke with Joie’s Head of Product Management, Damon Marriott, to explore the trends driving the category, the brand’s latest innovations and what the future holds for compact fold pushchairs. Compact fold pushchairs have become one of the fastest-growing categories in recent years. What do you think has been behind this shift, and why are they proving so popular with today’s parents? The compact fold is a great option for those with limited storage space, and it is this versatility that makes it more desirable than the traditional umbrella fold. Compact folds also tend to be lighter while still being packed with great features, making the modern holiday stroller suitable for everyday use. Parents are looking for products that fit around increasingly busy lifestyles. How has Joie adapted its compact fold range to meet the needs of families who are travelling more, living in smaller spaces, or simply looking for greater convenience? Our strollers are now compatible with infant carriers as well as carrycots, making them a great option for holidays with younger babies or even for keeping at grandparents’ homes or with childminders. We have recently updated our parcel lx, increasing the wheel size to make it suitable for more all-round use. Its popularity has driven year-on-year growth, illustrating that offering subtle variations within the compact fold category can help diversify the portfolio.
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deliver on comfort, practicality and performance while remaining lightweight and easy to use? This baseline feature set comes as standard across all Joie products. Even with our compact strollers, we ensure these key requirements are always met. We offer feature-rich products without ever compromising on safety or value for money, so our designs begin with comfort in mind, with key accessories included as standard.
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We have most options covered within the Joie portfolio, but we are just about to launch our Porto stroller. Porto is IATA airline certified, fitting into overhead storage compartments when the armbar is removed, making it the perfect option for those who travel frequently or regularly use public transport.
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Every new product launch seems to raise the bar. When developing a new compact fold, what are the key priorities for Joie and which features do you believe make the biggest difference to parents? We have most options covered within the Joie portfolio, but we are just about to launch our Porto stroller. Porto is IATA airline certified, fitting into overhead storage compartments when the armbar is removed, making it the perfect option for those who travel frequently or regularly use public transport.
Are you seeing more parents choosing compact folds as their everyday pushchair rather than simply as a travel option? If so, how is this influencing product development? For some parents it does make sense, but more often than not they still opt for a parent-facing pushchair for their newborn. This is why we launched the valora into our stylish Signature range. Alongside its premium Signature fabrics and design cues, it features magnetic buckles as standard and folds compactly. Its narrow frame fits even the smallest flat or car boot, meeting the growing demand for a lightweight, compact stroller that still offers both parent and world-facing modes.
Compact doesn’t have to mean compromise. How does Joie ensure its compact folds continue to
Digital content now plays a huge role in product discovery. How important are social media, online
reviews and video demonstrations in helping parents understand the benefits of a compact fold before they make a purchase? They are hugely important because they give parents easy access to real-life experiences with the product, and this can be very influential in their decision-making process. The compact fold market has become increasingly competitive. What do you think helps Joie stand out in this category, and how important is retailer feedback in shaping future products? Quality is one of the key factors that helps Joie stand apart from some of the cheaper products in this sector. Our compact range offers excellent value without compromising on quality or safety, giving retailers the confidence to sell a well-positioned product that remains within budget for many consumers without concerns over increased returns. For consumers, it becomes an easy choice. At almost half the price of some premium brands, Joie products still include many of the same features and accessories as standard, and this will help our compact range continue to grow in popularity. Looking ahead, can we expect to see even more innovation within the compact fold category? Are there any emerging trends that Joie believes will define the next generation of compact fold pushchairs? The latest trend that really stands out has to be folding carrycots. In reality, we are still waiting to see how many consumers will regularly use them, but they certainly appear to be popular at the moment. Historically, carrycots have represented only a fraction of our sales, so for the time being we will continue to focus on developing feature-rich premium strollers that remain affordable for all.
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Ergobaby expands award-
new!
winning Omni line
Ergobaby stands out with its spread of offerings that empowers families to choose the carrier that fits their unique needs and preferences as they evolve, without being overwhelmed by options. As the newest addition to the Omni family, Omni Lite introduces the most streamlined approach to babywearing with a simple, inward-facing carrier designed for early bonding, while remaining grounded in the science-backed ergonomics that have defined the brand for more than two decades. With its clean, streamlined silhouette and versatile neutral colorways, Omni Lite is designed to look as good as it feels, balancing style and practicality. The launch follows Ergobaby’s recent brand evolution, which introduced “The Science of Comfort, The Magic of Connection,” a platform centered on helping parents better understand what real ergonomic support looks like in an increasingly crowded babywearing market. The new Omni Lite is the most lightweight and streamlined option, while the Omni Classic offers expanded carry positions, and the Omni Deluxe touts the most robust build and enhanced features. Through Omni Lite, Ergobaby continues that mission by making trusted babywearing more accessible to a broader audience. www.ergobaby.co.uk
Bathtime
convenience Make bath time smarter with this collapsible baby bathtub, built for durability and convenience.
Crafted from premium materials, it ensures long‑lasting use while keeping baby safe and comfortable. Its foldable design saves space, perfect for modern homes where every corner counts. Lightweight yet sturdy, it sets up in seconds and stores away effortlessly. The contoured interior supports little one securely, while the drain plug makes cleaning quick and easy. More than a tub, it’s a reliable, space‑saving essential that combines practicality with peace of mind—ideal for parents who want comfort without compromise. For further information contact Christy Lee on the below. lee@plastmetic.com | www.plastmetic.com
Introducing cabin friendly
porto from Joie
The wait is finally over – Joie’s cabin approved travel stroller, porto, is landing soon. Compact, lightweight and agile, this hardworking travel stroller is sure to go straight to the top of parents packing list. Porto is equipped with everything needed for long journeys, designed to glide through crowded streets and engineered to fold down to the size of a carry-on for easy overhead storage. Suitable from birth, with a flat reclining seat, porto is compatible with the Joie i-Snug 2 and the Joie Signature i-Starter infant seats. IATA approved, porto will easily fit in airline overhead luggage compartments when folded with the arm bar removed. Easy to fold when hands are full, has a one hand, freestanding fold with an automatic fold lock. Weighing in at just 7.7 kg, and with a padded retractable carry handle, porto is easy to pack up and go when rushing to catch that flight. The included travel bag will keep porto safe and protected during a journey. Porto makes it easy to customise little one’s ride thanks to the mechanical reel recline and 2-position adjustable calf support. The extendable UPF 50+water repellent canopy helps keep them sheltered from the elements while the peekaboo window, mesh side panels and ventilation seat panel will help to keep them cool and comfortable on those warmer days. Even in the sunniest climes, the odd summer shower is inevitable – luckily porto has a rain cover to keep little one dry – and when the sun is back out, simply stow it in the large and easily accessible storage basket, along with everything else needed for a day out. There’s even a zipped pocket to keep essentials close and secure and a even a cup holder. uksales@joiebaby.com | www.joiebaby.com nursery today
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spotlight GIFTS
The joy of gifting
Welcoming a new baby is one of life’s most special occasions, and finding the perfect gift remains an important part of celebrating those precious milestones. Whether it’s a baby shower, birth, christening, first birthday or first Christmas, gift buyers are looking for thoughtful presents that will be cherished by both parents and little ones.
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lassic favourites such as soft toys, comforters, blankets and keepsakes continue to be popular, while developmental toys, rattles, teethers and sensory books offer gifts that support baby’s early learning. Beautifully designed nursery essentials, including Moses baskets, bedside cribs, mobiles and infant carriers, are also increasingly chosen by grandparents and close family members looking to give something memorable. Licensed collections featuring much-loved characters such as Paddington and Winnie the Pooh continue to enjoy strong appeal, bringing a familiar touch to everything from soft toys and comforters to nursery décor and gift sets. For retailers, the baby gifting category offers opportunities throughout the year. By combining timeless keepsakes, trusted nursery brands, character-led collections and thoughtful gifts across a range of price points, stores can create an inspiring destination for every gift giver and every celebration.
Sustainable gifting Crafted with comfort, safety and sustainability in mind, The Little Green Sheep’s baby bedding collection offers retailers a premium sleep solution for modern nurseries.
Made from beautifully soft natural and organic materials, the range includes fitted sheets, breathable blankets, mattress protectors, sleeping bags and duvet sets designed to support safe, comfortable sleep from newborn through to toddler years. Thoughtfully created to combine timeless style with everyday practicality, each piece delivers the quality and performance parents expect. With calming colour palettes, premium craftsmanship and an emphasis on natural fibres, the collection is a valuable addition for retailers seeking trusted, design-led nursery essentials.
Tel: 01789 734 022 | trade@greensheepgroup.com
Creating calm at bedtime For more than 20 years, Cloud b has been helping families create calm, comforting bedtime routines through beautifully designed sleep solutions that make the perfect gift. From the award-winning Tranquil Turtle, which projects gentle underwater light effects and soothing sounds, to the innovative CloudBox, Cloud b continues to combine thoughtful design with proven sleep support. Loved by parents and recommended worldwide, the range offers retailers trusted products that make meaningful gifts for new arrivals and growing families. With timeless appeal and a reputation for quality, Cloud b remains a must-have brand for retailers looking to offer products that bring comfort, reassurance and better sleep.
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spotlight GIFTS
Bedded bliss Designed to complement today’s stylish nurseries, Snüz’s bedding collection combines contemporary design with everyday practicality.
Crafted from super-soft 100% cotton, the range includes fitted sheets, sleeping bags, mattress protectors and bedding sets for cribs, Moses baskets, cots and cot beds. Featuring a selection of modern prints and calming colourways, each product is created to deliver comfort while enhancing the nursery aesthetic. Compatible with Snüz’s bestselling sleep products and designed for a perfect fit, the collection offers retailers an attractive opportunity to extend customer purchases with coordinated sleep essentials that blend quality, functionality and contemporary style.
TEL: 01789 734 022 trade@greensheepgroup.com
The gift of CUDL The Nuna CUDL luxe is a beautifully crafted baby carrier that makes a thoughtful and luxurious gift for new or expecting parents. Designed with Cashmere and elegant details, it combines style with everyday practicality. Offering multiple ergonomic carrying positions, it keeps baby close while providing lasting comfort for both parent and child. Soft, breathable fabrics and thoughtful features make every outing feel effortless, while its sophisticated finish elevates it beyond an everyday essential. Beautifully presented in a giftbox that includes a pair of Cashmere baby socks, the CUDL luxe is designed to be treasured, making the perfect gift for baby showers, new arrivals, or anyone looking to give something truly special.
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Pop up to play CuddleCo’s pop-up play and play tent collections make it easy to create imaginative, screen-free adventures at home. Designed to support movement, storytelling and child-led play, the range includes popup tents, tunnels, ball pits and play tents for children aged three and over. Lightweight designs set up quickly, move easily between rooms and fold neatly away when playtime ends. Soft, durable materials and calm, contemporary tones help each piece blend seamlessly into modern family spaces. Whether building dens, crawling through tunnels or creating make-believe worlds, the collection gives children a comforting place to explore, relax and bring their imaginations to life.
sales@cuddleco.co.uk www.cuddleco.co.uk
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Enchanting gift
collection
Beautifully presented gift sets that combine practicality with treasured keepsakes continue to be a popular choice for celebrating new arrivals, and Rainbow Designs offers an enchanting collection of baby gifts featuring some of the world’s most-loved storybook characters. New for autumn are two adorable Paddington Gift Sets, pairing the much-loved bear with either beautifully illustrated milestone cards to capture baby’s precious first achievements or three soft, breathable muslin cloths for everyday comfort. Rainbow Designs’ much-loved Guess How Much I Love You Gift Sets are also available with either milestone cards or muslins, offering another thoughtful way to celebrate a new arrival. In addition, the best-selling Peter Rabbit Signature Collection Gift Sets offer a timeless keepsake, pairing a baby-soft Peter Rabbit or Flopsy Bunny plush with a cosy knitted blanket, all beautifully presented in an illustrated keepsake box. Beautifully combining comfort, practicality and sentimental value, these charming gift sets are all designed to be treasured, making them the perfect choice for baby showers, newborn celebrations and every precious first milestone.
TEL: 01329 227300 www.rainbowdesigns.co.uk
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-www.rainbowdesigns.co.uk -sales@rainbowdesigns.co.uk -01329 227300
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spotlight GIFTS
Beautifully
giftable
From tummy time to independent play, the Woodland Walks and Rose & Ivy collections are designed to delight little ones whilst complementing modern family homes. Beautifully giftable and thoughtfully designed, these charming playtime collections make wonderful keepsakes for baby’s earliest milestones.
www.redkitebaby.co.uk
Decorative appeal,
Gift of sleep huggable charm For customers seeking a baby gift that feels thoughtful, distinctive and a little unexpected, CuddleCo’s standing animals offer an eye-catching alternative to traditional clothing and accessories.
Designed to bring character to nurseries, bedrooms and play spaces, the collection includes a lifelike standing giraffe and two enchanting unicorn designs, Rainbow and Gold Dust. Crafted from soft, high-quality polyester, each piece combines decorative appeal with huggable charm. As little ones grow, these statement companions help inspire imaginative play, becoming much-loved characters in everyday adventures. Coordinating with CuddleCo’s wider play collection, they make a memorable gift and a striking addition to any child’s space.
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Designed to keep baby close during the first six months, the Bubba&Me Luxe Bedside Crib combines premium styling with everyday functionality.
Suitable from birth to 9kg, it features breathable mesh panels, seven adjustable height positions and secure bedside attachment for safe co-sleeping. A freestanding frame, gentle rocking function and spacious storage basket offer added flexibility for day and night, while a supportive mattress and soft cottonblend lining enhance comfort. Finished with contemporary wood-effect detailing and textured fabrics, the Bubba&Me Luxe also includes a carry bag, making it an adaptable solution for home and travel.
Sales enquiries please contact the below. jade.allen@icklebubba.com www.icklebubba.com
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new!
Bébécar responds to
consumer demand Following increasing demand from both parents and retailers, Bébécar has expanded its iconic Stylo Class collection with the introduction of the Stylo Class SOLO – a beautifully crafted carrycot-only option that offers families the timeless elegance of the Stylo Class without the inclusion of the seat unit.
Designed for parents who want the luxury, comfort and heritage styling synonymous with the Bébécar brand, the Stylo Class SOLO includes the renowned Stylo Class chassis, spacious carrycot and rain cover, providing everything needed for those precious first months. The launch reflects a growing trend towards more flexible purchasing options, allowing retailers to cater to customers looking for a premium newborn travel solution while maintaining the exceptional craftsmanship and attention to detail that has made the Stylo Class one of Bébécar’s most recognisable collections. Available in a selection of Bébécar’s 2026 Privé, Leatherette and Classic fabric collections, the Stylo Class SOLO offers retailers a choice of sophisticated finishes to suit a wide range of customer preferences, while maintaining the premium craftsmanship and timeless styling the brand is renowned for. The Stylo Class SOLO is available to order now through Baby Central. For UK trade and stockist enquiries, please contact Phil Bosher on the below: phil.bosher@babycentral.co.uk | www.bebcar.co.uk
Nuby launch the Introducing Miffy x
RapidSoother Love to Dream UK baby brand Nuby has launched a brandnew soother, RapidSoother, offering parents an innovative solution to sterilising their baby’s soother in just one minute.
The RapidSoother has a patented electroplated carry pod that works with Nuby’s RapidSterilise+ to sterilise the RapidSoother in just one minute using UV light to kill 99.9% of bacteria. There’s no water or microwave needed to sterilise the soother. So, whether at home or on the go, the RapidSoother will be ready at the touch of a button. For easy soothing, the RapidSoother teat is symmetrically shaped, so your baby can reposition it anyway up. For extra comfort, it has a hypoallergenic, siliconecoated shield that feels naturally soft on skin and air holes for air circulation around the mouth. The RapidSoother is part of Nuby’s award-winning RapidTeam, which all started with RapidCool, a portable baby feeding machine that cools milk to the perfect temperature in just two minutes. The latest addition, RapidSoother, is designed to work with RapidSterilise+ to be ready when you need it most, be kind on skin and has its very own carry pod that keeps it clean and sterile. www.nuby.com
Love to Dream is delighted to announce the launch of its first-ever licensed collaboration: the new Miffy x Love to Dream collection – bringing together two bedtime heroes loved by families around the world.
For more than 15 years, Love to Dream has helped families achieve better sleep through its award-winning sleep innovations, including the globally loved Swaddle Up, which has helped parents gain an estimated 1.3 billion extra hours of sleep. Featuring the brand’s patented ARMS UP design, the Swaddle Up supports babies’ natural selfsoothing instincts for more restful sleep. Now, paired with the timeless comfort and familiarity of Miffy – the iconic character adored by generations of children for more than 70 years – this collection transforms bedtime into a magical experience, from storytime to sleeptime. www.lovetodream.co.uk nursery today
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feature JONATHAN FEINGOLD
CBME Shanghai Innovation, Confidence and Fresh from a visit to this year’s CBME Shanghai exhibition, Jonathan Feingold shares his observations from one of the world’s largest baby product trade events, highlighting the key trends, innovations and renewed optimism shaping the global nursery market.
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he 2026 CBME Shanghai exhibition (15 to 17 July) opened during a sweltering Shanghai heatwave, with temperatures reaching 38 to 40°C. As hot as the UK had been recently, it simply couldn’t compare. While only 12 months have passed since the last show, the mood and direction of the industry have changed remarkably. The first thing that struck me was the renewed confidence throughout the exhibition, along with the improved quality of both the impressive stands and the products on display. Visitor numbers were significantly higher than last year, the aisles were busy from the moment the doors opened, and there was a genuine sense that manufacturers and buyers had returned ready to do business. With exhibitors and visitors attending from across the globe, CBME continues its steady recovery towards the pre-2020 levels that many in the industry have been hoping to see. Among the well-known brands exhibiting were Silver Cross, Kinderkraft and Maxi-Cosi, alongside hundreds of international and domestic manufacturers. Product quality has also taken another significant step forward. The days of rows of unusual gadgets with
questionable appeal and poor build quality have largely disappeared. Instead, Chinese manufacturers are producing nursery products that mirror the country’s automotive industry, stylish, well-engineered, safety-focused and increasingly premium. The overall standard continues to improve year after year.
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Visitor numbers were significantly higher than last year, the aisles were busy from the moment the doors opened, and there was a genuine sense that manufacturers and buyers had returned ready to do business.
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Without doubt, the dominant trend remains lightweight, ultra-compact cabin strollers designed to fit into airline overhead lockers, alongside lightweight folding car seats, which were everywhere. Hall 5.1 was filled with travel strollers, reflecting continued consumer demand for products that make family travel easier. However, the market hasn’t become
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a Market on the Move one-dimensional. Alongside compact travel models were larger, all-terrain and multi-functional pushchairs aimed at families looking for versatility and everyday practicality. Car seats are following a similar direction. Weight has become a major purchasing consideration, particularly for infant carriers. Parents want maximum safety without the burden of carrying heavy products. One standout example was Nuna’s exceptionally lightweight infant carrier, which makes extensive use of expanded polypropylene (EPP) construction to reduce weight while maintaining strength. Innovation is increasingly centred around smart technology. Chinese consumers have enthusiastically embraced connected products, and manufacturers are responding with features including remote operation, voice activation, automatic rotating mechanisms, integrated lighting and even musical functions. While these sophisticated products remain focused primarily on the domestic Chinese market, overseas buyers are beginning to show growing interest as confidence in the technology develops. In China and beyond, live-stream selling continues to reshape the retail landscape. Rather than relying solely on traditional retail channels, some brands are investing heavily in live commerce through TikTok and other video platforms, where younger parents increasingly discover and purchase products.
Colour trends continue to favour understated sophistication. Soft beige, light grey, sage green and warm mocha tones dominated displays, complemented by matte finishes, premium fabrics and environmentally conscious materials.
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In China and beyond, live-stream selling continues to reshape the retail landscape. Rather than relying solely on traditional retail channels, some brands are investing heavily in live commerce through TikTok and other video platforms, where younger parents increasingly discover and purchase products.
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Perhaps most encouraging was the number of new faces walking the exhibition halls. Combined with stronger attendance and renewed optimism, CBME 2026 demonstrated that the nursery industry is entering a fresh cycle of growth. If this year’s exhibition is any indication of what’s ahead, it’s clear that innovation, smarter products and practical travel solutions will continue to define the sector over the coming years. For more information visit: www.cbmexpochina.com
You can contact Jonathan by email: jonathan@cls-intelligence.co.uk JonathanFeinGold August.indd 2
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BPIA notice board 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.
Why safety standards need interpretation as well as innovation The Baby Products Industry Association (BPIA) is widely recognised for its contribution to the development of British, European and International safety standards. In fact, many of the standards that govern childcare products today have been shaped by the expertise of BPIA representatives, helping to ensure they are practical, effective and, most importantly, focused on keeping children safe. But writing a safety standard is only part of the story. 54
From drafting table to marketplace Creating a standard is a meticulous process. Every requirement must comply with General Product Safety Regulations, use precise terminology and, wherever possible, consider environmental impacts. Standards are developed by committees bringing together manufacturers, test laboratories, consumer
groups and regulatory specialists, many of whom have spent years immersed in the world of standardisation. With so much expertise involved, you might assume that every clause would be crystal clear from day one. The reality, however, is often more complicated.
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When questions arise
Once a standard is published and applied in the real world, questions inevitably arise. A requirement that seemed perfectly straightforward to the committee drafting it may be interpreted differently by a manufacturer, retailer or test laboratory that was not involved in its development. Sometimes a single phrase or test method can lead to differing views on what was originally intended. This is not a flaw in the standards process. It is simply the reality of applying complex technical documents across a diverse industry. Recognising this, the major standards organisations, BSI, CEN and ISO, have established formal procedures for handling requests for interpretation. Questions are submitted through national standards bodies and referred directly to the relevant technical committee, which then reviews the issue and provides clarification.
Why interpretation matters Often the answer is relatively simple. The committee may explain the intent behind a requirement or offer guidance on how a test method should be applied. In other cases, however, the discussion becomes more involved, particularly when innovative products or new technologies enter the market. This is where interpretation becomes just as important as innovation. The child care sector is constantly evolving. New product concepts regularly emerge that were never envisaged when an existing standard was written. As manufacturers push design boundaries and respond to changing consumer needs, standards committees are increasingly faced with questions that challenge established thinking.
Keeping standards relevant
In some cases, clarification alone is not enough. A committee may decide that an amendment is required immediately, that a full revision should begin, or that the issue should be considered as part of the standard’s mandatory five-year review process. This continual cycle of feedback, interpretation and improvement is what keeps standards current and relevant in a rapidly changing marketplace. For UK businesses, this process is particularly important because the majority of child care safety standards are European Standards. Once official interpretations have been agreed by the relevant CEN committee, they are published in CEN/TR 16411: Child Care Articles – Answers to Requests for Interpretation.
An essential resource for industry This technical report is an invaluable resource for manufacturers, test laboratories and other stakeholders. It provides authoritative guidance on how specific requirements were intended to be understood and applied, helping to ensure consistency across testing, certification and product assessment. For anyone involved in designing, manufacturing or assessing child care products, keeping up to date with these interpretations can be just as important as keeping up to date with the standards themselves.
How the BPIA can help
BPIA members who need clarification on any aspect of a safety standard can submit questions through the Association. The BPIA will ensure that enquiries reach the appropriate standards committee and will work to obtain a response as efficiently as possible. By acting as a bridge between industry and standards committees, the Association not only helps manufacturers navigate complex requirements but also contributes to the ongoing evolution of standards. Because in child product safety, writing the rules is only the beginning. Understanding how they should be applied is equally important. For more information about joining the BPIA, visit the website at www.bpia.co.uk or contact info@bpia.co.uk
Call for entries: BPIA Concept & Innovation Awards 2026
The countdown is on! With the entry deadline fast approaching, the BPIA is reminding innovators across the UK not to miss their chance to enter the prestigious Concept & Innovation Awards 2026. Whether you’re a parent with a bright idea, a design student, or an established company developing the next breakthrough baby product, this is an opportunity to showcase your innovation to the nursery industry. Finalists will present to an expert judging panel and exhibit at the Harrogate International Nursery Fair (18-20 October 2026). The deadline for entries is 12 noon on Friday 11 September 2026. If you have an idea that could shape the future of baby products, now is the time to enter. For entry forms and guidance notes, visit the website at www.bpia.co.uk or contact Julie Milne at julie@b-p-a.org.
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