Nursery Today August 2022 by Lema Publishing

AUGUST 2022 ISSUE 11 VOLUME 25

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contents p34

Re g ul a r s

News 6 er Profile 14 Retail iler Opinion 41 & 55 Reta t er Snapsho 44 Suppli Products 45 & 57 New by Products 58 The Ba Association

Contributors 10

FanFinders

From challenge to opportunity: FanFinders’ co-founder Adam Gillett explains why brands in baby and parenting shouldn’t reduce their consumer marketing budgets.

Etopia

the team

The Amazon Mindset – what is it exactly? Etopia explains why it’s their kind of “X-Factor”.

Editor

Pramland’s John Barker is taking an overview this month of customer buying behaviour while we all ride the storm of a cost of living crisis.

Penny Franks penny@lemapublishing.co.uk

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Cover Story

Paul Naish paul@lemapublishing.co.uk

Production

Managing Director Mark Naish mark@lemapublishing.co.uk

Circulation

Allison Baby

Allison Baby (the home of Joie, Nuna and Graco) moved forward into 2022 with confidence – and despite a fresh set of challenges has successfully launched a wide selection of new products this year.

Rick Vickers rick@lemapublishing.co.uk

Malcolm Naish malcolm@lemapublishing.co.uk

Online4Baby

Online4Baby are delighted to unveil their new website and branding that went live at the beginning of July. We take a closer look.

Production Director

Chairman

Barking Mad

Interviews 28 60

p18

Green Sheep Group Kind Und Jugend

Profile

Robert Thomas robert@lemapublishing.co.uk

Venture UK

Features 18 32 48 56

Gifts Compact Folds Kind Und Jugend Preview Meet the PRs

Spotlight 42

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

www.nurserytoday.co.uk

p42

Feeding

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

elcome to the August issue where This month we also welcome back FanFinders we highlight Gifts within our first (Your Baby Club) as a regular contributor to the feature. How products are presented magazine. Now that we are post pandemic, their in-store could be a key element as co-founder Adam Gillett takes the time to explain any gift giver wants their gift to make an impact, why brands in baby and parenting shouldn’t reduce they want something that delivers a certain ‘wow’ their consumer marketing budgets, but instead factor. As with most things a lot lies in the change how they are spending them. As Adam presentation and packaging of a points out in his article “Our market product which can be a key isn’t set up like the motoring trigger for many when and travel industries, making a purchase. A where consumers great gift idea might cut costs, presented badly make snap lifestyle will struggle to decisions or decide succeed, but a to postpone their great gift idea with big holiday for a great presentation few years,” adding is sure to be taken to “While people are the till. By offering a continuing to have solid selection of baby children, there is a gifts this can drive additional constant flow of new potential footfall in store or traffic to customers entering our sector Baby Gifts can be a great additional websites. Simply turn to page and therefore your business will footfall provider – turn to page 18. 18 where you will find a variety always have to keep feeding of great gifting options that are all ready to order your marketing funnel or you will lose out.” Turn to now. page 10 to read more. Our second product feature is where we focus on Over on page 12 you will also find a great article of Compact Folds, which continue to show signs of interest with Etopia continuing their focus on how to growth in popularity for a number of reasons. gain the best results when using Amazon as a selling Although in comparison to other nursery products platform. Their Managing Director, Asha Bhalsod Compact Folds is certainly a product that has quickly explains why having an Amazon mindset (and what established itself as a category in its own right within this entails) allows you to create digital the wheeled goods sector. You will find a variety of transformation within your business and grow into Compact Folds that are available to order by turning the e-Commerce space whilst adapting existing to page 34. processes to best realise fast-tracked growth. Compact Folds continue to show signs of growth. Check out products available to order now starting on page 34.

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This month you will also find a focus on Kind + Jugend, who are preparing to open their doors from the 8th September to visitors. This trade event, as a truly international show, clearly took a hit due to Covid and restrictions on travel, etc. However, rising to the challenges presented to them, last year we saw the reintroduction of the trade fair with their Re-START edition and this year we can also see signs of growth with nursery brands returning. We took the time to catch up with Jörg Schmale, Director of Kind + Jugend prior to the show doors opening to find out what’s new and what the expectations of the 2022 event are. You can find our show preview starting on page 48. Recently, it was with great pleasure that Nursery Today, alongside BabyStyle as our official sponsor, re-introduced the Annual Nursery Golf Day after a two year absence. Well done to all those who put their ‘best tee forward’ and congratulations to all the winners. It was great to see so many of you participating. If you would like to see and read more about this great nursery fun networking event, turn to page 46. Details will follow soon for the 2023 Golf Day – or in the meantime if you would like to know more, feel free to pop Malcolm Naish an email on Malcolm@ lemapublishing.co.uk Finally, if you are exhibiting at the Harrogate Int. Nursery Fair it’s not long now till the show doors open in October. If you are exhibiting and haven’t yet sorted your marketing plans, why not give Christine Contreras a call on 07764 154350 or drop her an email christine@lemapublishing.co.uk who will be more than happy to discuss marketing options that are available with Nursery Today. We will be previewing the show in our October issue (I’m so looking forward to seeing everyone again at Harrogate, which definitely looks set to be an amazing event!).

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Sponsored by

iCandy

awarded Customer Service Excellence accreditation

Following a recent assessment with The Assessment Services Ltd, iCandy has been acknowledged for its ongoing commitment to the principles of the Customer Service Excellence Standard and will also be added to the Customer Service Excellence Holders Directory. Assessment Services reported, “customers consistently and vehemently confirmed that a key strength of iCandy is the positive, transparent, and honest culture of communications. One customer commented, “the customer service staff give the same quality of response as the MD!” whilst another said, “I would definitely recommend them on the basis of the friendliness and care that this family business shows.” Commenting on the achievement, MD of iCandy, Martin Boyle said, “we are delighted with this achievement and will carry on striving to provide the most professional and exceptional customer service.” iCandy will continue to celebrate the importance of outstanding customer service to both its current and future customers, including putting the customer at the heart of what it does.

Rainbow Designs appoints new National Accounts Manager

Rainbow Designs is investing in and strengthening its successful sales team with the appointment of Jo Adger to the position of National Accounts Manager. Jo joins the Rainbow Designs Team, bringing with her a wealth of industry and specialist toy knowledge, with over a decade of sales experience. Jo started in sales in 2011, working at DKB Household before spending the last four years at games company, Winning Moves. Jo is delighted to be joining the Rainbow family and excited to be working with these famous brands. “I can’t wait to start working with retailers in this category. With such of range of beautifully made products, full of classic loveable characters, I believe there is plenty of opportunities to add to Rainbows success.”

www.rainbowdesigns.co.uk 6

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Lansinoh secures six awards

Yorkshire-based Lansinoh, who has been supporting mums for nearly 40 years, is celebrating success following a number of award wins at the Loved By Parents 2022 awards. Lansinoh, breastfeeding expert and maternal health brand, took home the platinum award in the Best New Mum Product, for its Post-Birth Wash Bottle. The brand also scooped gold and silver in the same category for its Cold & Warm Post-Birth Relief Pad and Disposable Breast Pads. A platinum was also secured in the Best Product for Breastfeeding category for its Disposable Breast Pads, with its Breastmilk Storage Bags taking home silver. The Cold & Warm Post-Birth Relief Pad also scooped gold in the Best Innovative Maternity Product. Lisa Craven, UK Marketing Manager at Lansinoh, said: “We’re beyond thrilled to have won awards across three different categories this year. Since being founded by a breastfeeding mum nearly 40 years ago, Lansinoh’s mission has always been to support new mums on their new motherhood journey, and these award wins are a great recognition of the hard work that goes into creating high-quality products that mums can trust. “We are so pleased to have won awards for some of our latest additions to the range – our Post-Birth Wash Bottle and Cold & Warm Relief Pad – which are both part of the Birth Preparation & Recovery range we launched last year, to support mums with their post-birth recovery.”

www.lansinoh.co.uk

Skin-credible results Norland Nanny, Louenna Hood, has worked all over the world as a nanny and maternity nurse for several high profile and royal families, gaining a vast amount of extensive knowledge and experience caring for little ones. Louenna recently very kindly shared her advice on one of parents’ most asked questions: What Baby Skin Care Products Does My New-born Need? Louenna recommended Baby Kingdom’s Body Cream and 2 in 1 Hair & Bodywash: “I love looking after babies’ and children’s soft skin and find it is a lovely bonding time. In the morning I top and tail babies, and in the evenings I use moisturiser as part of their bedtime massage ritual. There is nothing nicer than a freshly bathed and moisturised bundle in the evenings! I only use water in baby’s bath for the first few weeks, however I would recommend Baby Kingdom’s Body Cream as a moisturiser. Once your baby is a few weeks old, I would use their 2 in 1 Hair & Body Wash once per week. I love the fact these products are natural and free from any nasties.” Offering organic baby products of baby Shampoos, Bodywashes and Creams, Baby Kingdom has been created using the highest quality ingredients to deliver gentle formulas that cleanse, nourish and heal. Carefully formulated, all Baby Kingdom products are 97-99% natural and free from SLS, parabens, petrolatum, silicones, mineral oil, PEG’s, DEA’s and synthetic colours, whilst being dermatologically tested, hypoallergenic and vegan friendly. The award-winning products have been proven to work on improving and repairing a variety of skin conditions in babies and children, including eczema, cradle cap and psoriasis.

www.babykingdomcollection.co.uk

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My Babiie

Highchairs for Charity

Make a difference by supporting My Babiie and Save the Children My Babiie have partnered up with Save the Children to produce a small range of baby products with proceeds from each sale going to the charity to help support the amazing work they do to support children and their families in the UK and across the globe and most recently in Ukraine. Within the range is a My Babiie Premium highchair in a stylish Confetti design with a sleek black frame and seat unit. With a one handed recline, 6 different height settings and a compact fold, this highchair is a must have for any parent and toddler. Priced at just £69.99 with proceeds from each sale going to the fantastic charity. Also for sale is a festive highchair cover which is compatible with the My Babiie highchair and several other brands, perfect for all family Christmas get togethers!

www.mybabiie.com

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Limited space remaining at Harrogate

The Cozy N Safe Comet 360° wins the triple!

Following the opening of an additional hall to cope with exhibitor demand, Harrogate International Nursery Fair advises that space is filling fast. With almost 40 new companies signed up for the 2022 event; brands waiting until the last minute to book could well be disappointed. Adrian Sneyd, show organiser explains: “This year has been unprecedented with exhibitors keen to book earlier to secure the best space possible at the show. Historically, many brands wait until after the summer holidays before committing to booking their space; but with so many new and returning companies signing up, we might struggle to accommodate late bookers this year.”

For more information, prices and booking forms visit www. nurseryfair.com or contact Adrian – adrian@nurseryfair.com

Cozy N Safe are pleased to announced they are not the only ones who love the Comet 360° Car Seat as this seat has just won an amazing 3 awards from Loved By Parents! Cozy N Safe wins Gold for the Best Rear Facing Car Seat category and Silver in the Best Innovative Car Seat and Best Multi Stage Car Seat categories. The Comet is suitable from birth all the way to 12 years old and the unique design allows you to spin the seat a full 360° with out the need of a support leg or adjusting the top tether each time. Plus the seat is packed full of features including extended rear facing until 18kg, surround faux leather outer and soft touch inner covers, 4 recline positions and much more.

Find out more about the comet at Cozynsafe.com or call on 01902 494 905.

Baby & Stroller Infantino secures China postponed Ocado listing by two weeks Toy & Edu, Baby & Stroller and Licensing China, originally scheduled to take place concurrently from 5 – 7 August, have been pushed back by two weeks following a recent increase in Covid-19 cases in the city, which the local government is moving quickly to contain. The rescheduled fairs will remain at the same venue, the Shenzhen World Exhibition & Convention Centre.

Fair facts Date: 18 – 20 August 2022 (Thurs – Sat) Venue: Shenzhen World Exhibition & Convention Center Website: www.chinababyfair.com

Infantino, the brand behind happy parenting 24/7, is thrilled to announce that a selection of its award-winning products will now be stocked online at Ocado. This news highlights a significant development for the brand, which is known for its wide collection of nursery essentials from carriers and night lights to teethers and toys. From this September, alongside the weekly essentials, customers will be able to add some of Infantino’s key products into their basket including the super handy Carry On Carrier, the popular Splish & Splash Play set for bath time and the Soothing Light Projector for the calmest of bedtimes. The new range at Ocado is also bursting with gorgeous toys from Spiral Activity toys to Cuddly Character Teethers and best-selling Sensory toys such as the adorable Musical Mirror pal and Light n Sound pack of 4 balls for hours of fun! Seeing an opportunity in the brands much-loved gift sets, Ocado has also listed the Baby’s 1st Teethe and Play Music Set, including 4 teethable instruments and the super fun Mini Me pretend giftset which includes a flip phone with selfie mirror and engaging car keys – ideal for anyone looking for a gift idea for a baby shower or first birthday. Commenting on the account win, Nivi Bhide, Infantino’s Director of Marketing Europe said: “We are very extremely excited to have secured this significant listing with Ocado, it is certainly an opportunity that opens Infantino up to a whole new market of families. How great that alongside the bread and milk, customers can now buy an ergonomic carrier, soothing teether gift set or night light!”

For retail enquiries, contact Nivi Bhide at nivi@infantino.com 8

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Contact: Andrew@shnuggle.co.uk for further information.

Feature FANFINDERS

It’s time to reallocate

your consumer marketing spend From challenge to opportunity: FanFinders’ co-founder Adam Gillett explains why brands in baby and parenting shouldn’t reduce their consumer marketing budgets, but instead change how they are spending them.

t the height of the pandemic, UK marketing budgets sustained their biggest cuts in more than 20 years. Now, with soaring inflation and many businesses reporting slow consumer demand as wages fail to keep pace, we are facing the recession that has already hit the US and even more uncertainty. And is it any wonder that marketing spend is an easy target? Digital costs are rising. FanFinders’ LinkedIn poll last year found that Facebook advertising costs have increased substantially for 87% of marketers since the start of the pandemic. When you add the context of complicated privacy wars (which many point towards as the reason for digital media becoming more expensive), more people bidding against your cost-per-click (CPC) campaigns on over-saturated platforms and IOS changes meaning Facebook has access to less data, the result is rising, unsustainable acquisition costs. For companies and their financial decision makers, this picture can make it tempting to pull the plug on your marketing. Instead, it’s time to assess your existing goals and make smart marketing decisions, seizing a huge opportunity for growth.

History favours the ambitious

During the recession of 1981 to 1982, businesses that maintained or increased their marketing spend grew by 275% over those that cut back. In 1991, companies that boosted their marketing budgets generated a 70% 10

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increase in sales by the time the recession ended. After the dot-com bubble burst in 2001, those who sustained marketing efforts had over double (2.5x) the sales of brands who cut back. And what about during the Great Recession of 2007 to 2009? You guessed it – those brands who consistently achieved higher net profits were those who managed to keep spending on marketing and advertising. More recently, only 8% of customers thought brands should stop advertising during the pandemic, which suggests that even during times of strong economic distress, marketing has a key role to play in strengthening both brand trust and conversion.

Our industry is unique

When considering how a diminished marketing budget could impact your business over the long- or short-term, it’s also worth reflecting on the unique dynamic of the baby industry. Our market isn’t set up like the motoring and travel industries, where consumers might cut costs, make snap lifestyle decisions or decide to postpone their big holiday for a few years. While people are continuing to have children, there is a constant flow of new potential customers entering our sector and therefore your business will always have to keep feeding your marketing funnel or you will lose out. This isn’t about deciding whether or not you still want to be spending

on fluffy brand adverts, this is about having to acquire new parents as they come in or knowing that someone else will.

Finding the solutions

Too often we hear that companies’ marketing strategies haven’t evolved because ‘they’ve always done it this way’. So, is your ‘current way’ the ‘best way’? Or is there a more cost-effective option? You should be reallocating your marketing spend where it matters most. In the baby market, where new customer acquisition and incentivising people simply doesn’t stop, there are opportunities for consumer product brands to gain market share over the coming months. There are new parents coming into our market every day and they don’t have a choice. They are still going to need new prams, cots, nappies, wipes, and many other essential products. Businesses should be feeding this funnel and in a way where they can see direct ROI and value for money from their spend. We’re not saying don’t develop new content or increase your value proposition for consumers, but make sure that any activities have a directly attributable ROI or ROAS.

Adam Gillett, Co-founder, FanFinders Strategic partners are crucial to this. With a relevant partner who understands your industry, you can look to achieve your goals and reduce the amount of money going to waste. And, given the inverse relationship between cost and scale, where biddable media has made it more expensive for every thousand new customers you want, less can definitely be more. By fixing at a rate (on average 20% cheaper with a specialist partner than at scale acquisition via biddable media) that is affordable for your business, you pull those people out of the marketplace and reduce your acquisition costs by stopping them rising elsewhere. This means better balance and the chance to grow. Rather than cutting your budget, it’s time to stop those pure brand activities and focus on getting new customers. Then go on the attack in 2023. Brands and retailers can try FanFinders pay-on-results partnership marketing to mums with a no-risk, no-obligation one-month trial.

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

Back to school with the Trixie animal friends!

Interested to have more information or to become a Trixie store? Please contact Sam Tyack. sam.tyack@trixie-baby.com

e-Commerce ETOPIA

Growing into Amazon with an

Amazon Mindset The Amazon Mindset – what is it exactly? Well here at Etopia it’s kind of our “X-Factor”.

Etopia’s Managing Director, Asha Bhalsod

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aving an Amazon Mindset allows you to create digital transformation within your business and grow into the e-Commerce space whilst adapting existing processes to best realise fast-tracked growth. It’s knowing where, when, what and who to push with all things concerning Amazon. Speaking of growth – let’s deep dive European Expansion, hacking growth and world domination for your brand.

the differential in cost bases. Post Brexit, logistics and business admin has seen substantial change – as the industry adapts so do our ways of working. In the last quarter of 2021 Amazon trialled the re-opening of it’s European Fulfilment Network (EFN), re-opening opportunity for many of us. So, when creating the commercial proposition, here are some costs for factor in.

and often prefaced with ‘I’m not an expert but…’ Just as logistics vary by route to market, so does taxation. One thing is for sure, you need a VAT registration number in Europe with a valid EORI number alongside this. Taxation in Europe can be a minefield depending on multiple factors but it’s important to get expert advice here as the scope can vary for each business.

Expanding into Europe

Logistics There are many ways that you can send stock into Amazon EU territories, however each route delivers its own complexities with logistics. Direct Import, EU 3PLs, EU5s, EU8s and even the question of Seller Central vs Vendor Central, it can all feel so confusing. The main thing to note is that no matter which route you take – your business and products need to be compliant to EU regulations. If you’re already selling into Europe, then you’ll most likely be familiar with EC Reps and EORI numbers. However, if you need a tailormade expert entry plan, Etopia can provide a professional opinion on which route is best for your business.

Let’s be honest – we have all ‘Google Translated’ product names from Amazon EU counterpart sites. However, when it comes to content creation, Google cannot be a reliable source. With nuance coming from syntax, sentence structure and prepositions – there is a wide scope for error. Use a professional translation agency to ensure you have confidence in what the customer is reading. Afterall, the number one rule of Amazon is that Content is King! The top tip here is to build this into your costings from day one.

It’s often said that expanding into Europe is just a click of a button on Amazon. However, as the experts we’re here to bust that myth. In a time where many established brands have maxed out on their organic Amazon growth, UK businesses are now fighting for incremental revenue and profit. It can be tempting to press that mythical EU Launch Button to find such revenue, but the reality is very different. If you’re currently trading with EU based businesses, a lot of the heavy lifting may already be done. However, as with any new market entries, you may come up against some blockers. Enter Etopia Consultancy. The most important thing to take into consideration when launching in the EU is

Taxation VAT legislation is everyone’s favourite topic

Translations

Marketing Strategy Before rushing into carbon copying your UK campaigns – wait a minute and weight out your marketing budget based on your brand presence in each market. If you’re only spending 20% of your budget on

Commercial Proposition Finally, commercial proposition. It’s the age-old adage; Turnover is vanity, Profit is sanity, but Cash is king. Your venture into new markets must be financially viable for both yourselves and Amazon. Do in-depth market research on like-for-like RRPs or competitor products. There is no doubt that expanding into the EU5 will be an investment with a new cost structure, so evaluate your RRPs and any cost saving

initiatives such as multi-lingual packaging. When entering a new space, you have the luxury of this flexibility at the very beginning before those long conversations about cost price increases ensue. So, to create a winning Amazon mindset and establish your brand in European markets, it’s a lot more than ‘just the flick of a switch.’ One thing is sure – there is incremental revenue in Europe, but the trick is to make it profitable and streamline it for everyone involved.

If you want a more in-depth and tailored action plan, email: Asha@etopiaconsultancy.com brand awareness in the UK, this may not be the case in Germany or France where your brand may not be as well established. Topline investment can also be variable – think about market trends when creating your strategy. For example, in Germany apartment living is more prevalent and parents often bath baby in a shower or

sink. Use these insights when planning marketing expenditure and your focus products. Some food for thought; in your home market you wouldn’t only advertise on Amazon… so this shouldn’t be the case for new markets.

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MUMS MATE

Helping hand with Mums Mate

Nursery Today had the pleasure to catch up with Mehzabeen Patel (Mez), Shop Floor Manager of Mums Mate to find out more about this independent retailer located in Bolton, who have successfully been trading for more than 20 years.

Mums Mate was established in 1994, can you tell us a little about your store? My parents own a newsagent, and the property next door came up for sale. We were looking to expand to become a large convenience store until my mum’s friend, a childrenswear wholesaler, approached us to try

selling her stock. The shop was filled to the brim with clothing and uniform, and nursery goods followed when a distant relative (a nursery goods wholesaler) came to know about our shop. All stocks were provided on goodwill, payment made as stocks were sold. This is how Mums Mate came to be.

Since first opening, what do you feel has been your largest achievement? Our largest achievement is being able to survive through the years and making Mums Mate an established name in the community. Having come into the industry with no experience or knowledge in the field, it was a steep learning curve, but support from family and friends was a big inspiration. My colleague Debra Jones has also been our rock, having been with us through thick and thin over the past 17 years, she is now part of the family. This support from family and friends encouraged us in helping the wider community too through both our businesses, which led to my parents being known as local business community heroes.

Also, what has been your largest challenge and how did you overcome this?

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We have had our fair share of challenges over the years but nothing compared to the challenges we faced throughout covid and lockdown. In late 2019, Farida, my mum and Owner of Mums Mate was diagnosed with Breast Cancer and by March of the same year we had to close the shop overnight due to covid. We came to a sudden standstill and had to improvise overnight to make things work. We quickly turned our focus on new ways of retailing

whilst continuing to help members of the community more than ever.

Do you stock products that fall across a variety of nursery categories and if so, how does this assist the business? Yes, we sell across all sectors under the ‘Baby’ Category. From dummies to outfits, safety equipment to nursery furniture, we have it all. We never have a quiet day, there is always something to do.

Do you have a particular nursery category that performs well for you? It depends on the day, we have days where only one category of goods

so, how does this affect your business and is this something you will offer? As we try to stock brands that support ‘in store’ sales, independent exclusives and don’t sell directly to the consumer, we have found that price-matching is a very rare occurrence.

Are you experiencing any difficulty with regards to stock availability/ delivery and if so, how are your suppliers supporting you? We get regular updates with regards to stock levels, any low stock items, we try and steer the customer to an alternative, we also do try and encourage the consumer to order early.

As we try to stock brands that support ‘in store’ sales, independent exclusives and don’t sell directly to the consumer, we have found that price-matching is a very rare occurrence sells, and other days where everything else sells, you cannot predict what will sell in a day, it all depends on what type of customer comes through the door.

Have you noticed a difference in the way consumers are currently shopping for nursery products – perhaps more so now with the ‘cost of living’ crisis? More and more customers are now looking to join the payment plans we offer in store, buy little and often, or buy into bundle deals.

Do you find that your customers are also asking for a pricematching policy from you and if

Are your customers informed prior to entering your store of what they are looking for, perhaps more so when we look at the car seat sector? Some customers know what they want, others are vague, but when it comes to carseats most haven’t got a clue, which is scary.

How does your website operate alongside your nursery store? Do you offer the same product selection online as you do in store? We have always been focused on bricks and mortar retailing and are always looking to expand. We are currently in the process of setting up a more established online presence.

What about social media, how important is this to the business? Social Media retailing for us was born in lockdown, it has now become a major part of how we operate and getting the shop brand known to the consumer.

Do you feel that influencers of nursery products assist with regards to driving awareness of nursery product – or do they sometimes cause confusion when we look at correct usage of items? We are on the fence with influencers, whilst some promote products in a positive light, incorrect usage does cause real confusion amongst the consumer as they think it’s the correct way to use the product.

Would you say we have sufficient innovation and new product launches within our industry or would you like to see more? We always welcome new collections and product launches, it keeps the industry alive.

How do you currently source new products for your store or spot upcoming nursery trends? Social Media, Brand support, Nursery Today and Harrogate helps keep us in the loop of certain trends and newness. The excitement when Harrogate draws near creates a new Buzz within the industry and it’s the

Mez and her sister Naz Van Der Westhuizen fundraising for Breast Cancer Awareness. day where we can touch base with fellow retailers and brands and find new brands to work with.

As a business, you also support Breast Cancer Awareness and run fundraising events. Can you tell us a little more about this? Yes, this is our second year in actively supporting this cause. The level of support we as a family was given throughout my mum’s cancer journey is priceless, this is our way of giving back. Last year we raised over £2k just by setting up a day of fun and a coffee

morning within our store. Many fellow retailers and Suppliers helped with this. I cannot thank them enough. This year we are doing it again on the 14th August 2022, at a Bigger venue with the community and local businesses helping us.

How can your fellow retailers or suppliers get involved with this?

Finally, do you have any exciting plans on the horizon that you would like to share with Nursery Today readers? We are always looking at new ways to do things not just for us In store but within the community. We will continue to build our brand and make Mums Mate a household name.

We have set up a just giving page for donations, any donation small or big are welcome. https://www.justgiving.com/ fundraising/AfternoonteaMAMission

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Cover Story Alison Baby

Allison Baby enjoys another year of success We were all glad to see the back of 2021 – the pandemic was continuing to rumble on, bringing with it wave of difficulties for many sectors. Despite the challenging times, Allison Baby, parent company of Joie, Nuna and Graco, was pleased to record its seventh consecutive year of growth with sales targets exceeded. The company moved forward into 2022 with confidence – and despite a fresh set of challenges has successfully launched a wide selection of new products this year. Joie calmi

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he jewel in the crown on the Joie 2022 launches has to be i-Prodigi. As advocates of extended rear facing, Joie has taken it’s time to ensure its exclusively rear facing to 22.5kg seat, hits every mark in terms of design and safety. Engineered for safety and crafted for comfort, the i-Prodigi comes with the highly regarded Swedish Plus Test certification and is installed with simple to use ISOFIX connectors, while the extended weight, 5-point harness will comfortably fit children up to 22.5kg. Following on from the success of the launch of Joie Signature in 2021, the brand has expanded the collection to include the new Encore Spinning System. Centring around the spinnable i-Base Encore, this system offers parents the chance to tailor their child’s travel solution to meet their lifestyle. Newborn options include the recently updated version of the award winning i-Level, the i-Level Recline, as well as the all new calmi R129 – Joie’s first ever lie flat car cot. This luxurious lie flat car cot from Joie will let your little one travel in the height of safety and sophistication. Tested against the tough R129 standards, the calmi R129 provides increased side impact protection by positioning baby’s head at the safest point in the vehicle.

Calmi R129 keeps babies in the safest, 180o ‘lie flat’ position and has a cosy insert to keep newborns properly positioned at all times, supporting little necks and spines, keeping them safe during longer journeys whether in the car or out for a stroll. The end of 2021 saw Joie launch its Pure Joy campaign. The campaigns aim was to communicate the many ways that Joie is working towards a more sustainable future through its practices and processes. Joie has also been continuing its work with Variety and Variety Golf, cementing this long held relationship by donating over £400,000 for 13 Sunshine Coaches in support of children’s charities. Allison Baby’s Managing Director, David Welsh, said: “As a brand, children are at the heart of everything we do, so this is a great way for us to be able to give something back to the communities that have supported us throughout the years.”

“As a group we have adapted to the ever-changing logistics challenges and rising costs to ensure that all of our retail partners have a level of consistency when it comes to stock availability and competitive pricing.” David Welsh, Managing Director Within the Allison Baby group is Nuna, the premium brand in the collection. This range of high-end products uses only premium grade materials for a luxury finish that is becoming increasingly popular with consumers. Nuna has continued to go from strength to strength, with a carefully selected range, based on its brand ethos; Simple, Practical, Stylish. Using high quality materials, which are rigorously and independently tested to ensure they are better for baby, has seen Nuna achieve many accolades including Red Dot Awards for outstanding design across the range. Their products have also achieved Green Guard certifications meaning products are scientifically proven to meet some of the world’s most rigorous third-party chemical emissions standards and are certified to not contribute to indoor air pollution or chemical exposure. The Next system, which launched late 2021 has now become an extremely popular solution for parents and the brand will shortly launch the mixx next generation arra bundle. The addition of this bundle will increase the options available to the consumer, giving them the choice of an infant carrier that best suits their needs and lifestyle - from the pipa next for isofix or seat belt installations, to the arra next for on the move reclining or the cari next, for a completely lay flat option, which is great for longer journeys and uninterrupted snoozing. The latest product to the Nuna range, the TRVL stroller, has been extremely well received by

Nuna TRVL Stroller consumers and retailers. This luxury, lightweight stroller self-folds into a super-compact, free-standing package, giving convenience and mobility in abundance, perfect for when out and about town or exploring far-away places. This year Nuna has continued to extensively invest in its retail partners, with a focus of increasing instore presence. The brand now has more displays than ever throughout its retail partners and will be continually looking to grow this throughout the rest of this year and beyond. Completing the Allison Baby group, Graco is continuing on its upward trajectory, reinforcing its position in the UK market as a brand that produces feature rich gear at great value for money with no compromise on quality or safety. In the past month, Graco launched their Home & Away campaign, that focuses on keeping parents covered over the summer whether they are out and about on an adventure with their little ones or relaxing at home. To make sure this information is easily accessible, Graco have launched a micro site full of parent-to-parent tips and baby gear

www.joiebaby.com

recommendations. The aim is to reassure new and experienced parents that life with a young baby doesn’t have to be stressful. As part of this campaign, Graco launched FoldLite: their newest and most lightweight travel cot. FoldLite makes light work of packing and its 2-way fold and super space saving qualities mean that overnight trips are a doddle. Allison Baby Ltd.’s Managing Director, David Welsh said: “As a group we have adapted to the everchanging logistics challenges and rising costs to ensure that all of our retail partners have a level of consistency when it comes to stock availability and competitive pricing. “This has allowed Allison Baby to secure continued year on year growth and this in turn means we are able to continue investing in strong advertising campaigns as well as ensuring our strong innovations for new products like the Joie Encore Spinning System and the Nuna Next System. Our brands will be taking part in several of the year’s upcoming baby shows, notably the trade show at Harrogate, and we look forward to seeing everyone there in October.”

www.nunababy.com

www.gracobaby.com

Graco FoldLite

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Gift of giving Whether the gift is from a grandparent or family friend, gifting in the UK is big business.

ho doesn’t like to celebrate the arrival of a new baby, that precious first birthday, christening or special occasion? Gifting in nursery can drive additional footfall in store or traffic to websites. First time parents can have huge wish lists of items they would like to have once their baby is born, which is why the gift category is one that shouldn’t be overlooked. Any gift giver wants their gift to make an impact, they want something that delivers a certain ‘wow’ factor. As with most things a lot lies in the presentation and packaging of a product which can be a key trigger for many when making a purchase. A great gift idea presented badly will struggle to succeed, but a great gift idea with great presentation is sure to be taken to the till. So what is the criteria that consumers are searching for when selecting a baby or infant gift? Enesco’s Marketing & Product Director, Helen Cottrill told us that known brands can play an important role in this category stating that “consumers look for a brand they know, or they know the recipient has awareness of. It gives them confidence in the product and the quality.” Brand names however to one side the Founder of Etta Loves Jen Fuller adds: “Most people will look to get something either beautiful or useful, and if it can be both that’s even better. People also like to give something unique that will make them feel good about their choice of gift, this is where small businesses provide great options. We also can’t underestimate the increasing focus on eco and sustainable gifts for infants, helping to protect the world for their generation.” Packaging is another area to consider and should not be overlooked as how a

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gift is presented can give an aspect of added value. Rainbow Designs Managing Director, Anthony Temple explains commenting “Packaging is very important, especially in this sector, as many products for babies and infants are purchased as gifts. Packaging that adds to the gifting experience, showcasing the product at its best alongside adorable brand illustrations, most certainly offers added value for both the gift purchaser and recipient. A beautifully packaged product or gift set, such as our Guess How Much I Love You Breakfast Set or Peter Rabbit Comforter and Rattle Set, makes a thoughtful and treasured keepsake for those special early years occasions, such as a baby shower, gender reveal, birth, naming day or first Birthday.” Helen agrees adding “Gift packaging really does add value but packaging that allows you to also see the product is key in this category, for instance a baby blanket, the purchaser wants to be able to see and feel the softness of the material. Even adding branded hangers to bibs has a positive effect, again supporting the quality and branding.” What about eco-friendly and sustainability – are we seeing gift givers looking more closely at this aspect when choosing a gift? We asked Jen for her thoughts. “This is a huge driver of choice for more and more gifters. And rightly so, as people are more acutely aware of the impact our choices have on our world. So, whether it’s the gifter or the recipient, there is a real benefit to knowing the products that are in a baby’s home are both sustainable but also as safe and kind to infants as possible.” This is clearly an area that will be given consideration with Anthony adding “Sustainability has always been

very important to our business and continues to be. We have been inspiring kids for over 50 years, developing and creating high quality, joyful forever toys for some of the most loved brands with huge longevity such as Peter Rabbit, Paddington Bear and Disney’s Winnie the Pooh, so of course it has been a fundamental part of our process. Sustainability it is definitely something that consumers, and therefore retailers, are looking for from brands and products they spend their money on. We have produced soft toys using recycled plastic bottles for a long time now, and we are making big changes to reduce the amount of single use plastic used to pack our toys. Earlier this year we launched our Classic Pooh Always and Forever collection, an adorable selection of luxury soft toys and plush nursery gifts that has been designed and created with FSC and reusable packaging, stuffing made produced from recycled plastic bottles and recycled plush fabric.”

Like many Nursery brands, Enesco are also paying attention to the sustainability of their products with Helen commenting “The demand for sustainable and more organic materials and packaging is growing at a rapid rate. Many of our retailers do pay attention to the this and some have strict buying rules surrounding this to meet their own sustainable goals. We are striving to be a more sustainable company, using cotton and bamboo in our blankets and muslins. All product developed by the UK team are packaged sustainably.” What benefits can retailers expect by stocking suitable products that have giftable appeal expect? “Even in a recession babies will be born, and gifts given.” Said Helen. “With careful buying from the right suppliers, a retailer can offer beautiful, branded and functional product at all price points and by ensuring they have something for everyone, they will continue to see these sales.”

Baby Gifts Insights: Over the last year baby christening gifts’ spend has increased 7% driven by an increase in the number of shoppers. ■ Pre families are buying more baby gifts and spending on average double the amount per trip than other lifestage demographics. ■ Over the last year, we have seen that grandparents are spending more in the total baby category rather than specifically on gifting. Therefore, supporting their families with bigger and more essential/expensive baby purchases. ■ Inflation is not only affecting less affluent shoppers when it comes to their baby gifting spend, but also more affluent shoppers (class AB1) as their spend has decreased 13% on baby gifts. Database- 12th June 2022 Insights provided by Kantar, a world leading evidence-based insights and consulting company, with a complete, unique and rounded understanding of how shoppers think (including baby category), feel and behave. We help our clients understand these shoppers, inspire and identify growth opportunities. For further information you can reach out to Megan Niven, Consumer Insight Director - Megan.Niven@kantar.com or visit kantar.com/uki ■

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Re-invented, reimagined

and totally renewed Enesco launches new Beatrix Potter Soft Toy Collection

Enesco is hopping with happiness to announce its re-invented, reimagined, and totally renewed line of Beatrix Potter soft toys, featuring everyone’s favourite bob-tailed bunny and his playful pals, as fans of Peter Rabbit celebrate 120 years of this mischiefmaker. Including brand new patterns and fabrics and high-quality super-soft stuffing makes this new Beatrix Potter Soft Toy Collection wonderful to touch and oh-so-cuddly, while calling on the classic designs, character illustrations, and original artwork from Beatrix Potter’s best-loved tales. Of course, the hero of this new and exciting collection is the mischief-maker himself. The Peter Rabbit Soft Toy features everyone’s favourite bob-tailed bunny in his iconic blue coat with little yellow buttons. Available in a range of sizes including Extra Large, Large, Medium, Small, and in Keyring format too. Joining Peter Rabbit in this Beatrix Potter Soft Toy Collection are some of his playful pals including his little sister Flopsy, his cousin Benjamin Bunny, along with Hunca Munca, Jemima Puddle-Duck, Mr. Jeremy Fisher, Squirrel Nutkin, Tom Kitten, and of course Peter’s mother, Mrs. Rabbit.

01228 404022 Uksales@enesco.co.uk www.enesco.co.uk

Continued

support from Clair de Lune Clair de Lune continues to support Manchester based charity Early Essentials! Clair de Lune recently visited Early Essentials in Manchester, a charity that gives to local mums in need. They have worked with the charity for many years, and it is an ongoing relationship that they will continue to nurture for years to come! Clair de Lune feel believe that this is such an important charity, as no parent should feel like they cannot support their child! They donated twenty moses baskets and a number of cellular blankets to the charity, and even invited the Early Essentials team over for a tour around their Manchester based factory.

www.clair-de-lune.co.uk

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With Love from The

Little Green Sheep The iconic and timeless organic baby blankets from The Little Green Sheep are loved and adored for their stunning quality, simple knit design and beautiful intricate finish. The Organic Knitted Cellular Baby Blanket is breathable, soft and lightweight, perfect for wrapping around baby to keep them safe and cosy all year round, it’s the perfect baby shower gift. For a Blanket with the extra wow factor, the Luxury Fleece Baby Blanket is crafted with an organic cotton moss stitch knit and super soft Sherpa fleece lining, keeping baby cosy and warm both in the home and when out and about in the pram. Both blankets are available in a collection of calming tones of white, linen, navy honey and dove grey; even better the blankets work seamlessly with the sleeping bags and bedding collection so families can create a perfectly natural and stylish sleep setting.

Tel: 01789 734 022 trade@greensheepgroup.com www.thelittlegreensheep.co.uk

The Ultimate Skincare Saviour Transition little one’s skincare from Summer to Autumn with Original Sprout’s award-winning Scrumptious Baby Cream

Children’s skin is more sensitive and delicate than adult skin, making it more vulnerable to dryness and irritation during seasonal changes. With 1 in 5 babies and children in the UK suffering from the non-contagious, dry skin condition eczema (Allergy UK), combining this with the cooler Autumn weather and a drop in humidity, makes for even drier skin for your little one, requiring it to be carefully looked after. Created for dry, sensitive and eczema prone skin, the vegan, cruelty free, hypoallergenic and pediatrician approved Scrumptious Body Cream from Original Sprout, is a multi-purpose protective barrier baby cream to keep skin hydrated, smooth and soft as velvet. Formulated with a blend of coconut oil and natural zinc which provides a natural defense against environmental stressors and added rosemary to calm sensitive skin, keep your little one’s skin kissably soft this Autumn and Winter with this simple, Scrumptious Baby Cream, here to care for your baby’s delicate skin, especially in the colder months.

Tel: 01489 781979 Katie.Roberts@rocami.co.uk www.miniu.co.uk 22

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me of o H e Th Gifts y b a B ful i t u a Be Guess How Much I Love You Soft Toy with Muslin Gift Set Guess How Much I Love You Large Nutbrown Hare

My First Peter Rabbit™ and Peter Rabbit™ Gift Set

Eeyore Soft Toy Classic Pooh Gift Set Paddington for Baby Ring Rattle

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My First Paddington

00 or visit www.rainbowde

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.uk

inspiring kids’ imaginations for 50 years

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Welcome to

Toy Ons

Much loved baby brand Sock Ons announces new Toy Ons division

Happy dreaming First Dreams Baby Bear is a soft and friendly Chicco plushie to cuddle, as well as a projector with spectacular lighting effects and relaxing melodies. With three lighting effects: night projection with magical atmosphere, relaxing soft projection, and night light, while the light automatically changes colour to create a soothing atmosphere in the room and help little one relax. A range of melodies are available for 30 minutes with the touch of a button. First Dreams Baby Bear is made of quality soft plush material and soft plastic parts. It is easily machine washable thanks to the removable electronic compartment. First Dreams Baby Bear is available in colours Blue, Pink and Neutral.

Sock Ons innovative baby accessory brand will now be supplying a range of creative toys to the UK market. “Having built up a following from Sock Ons with over 1 million happy customers, we have decided to grow with our loyal customer base and add toys to our range in our new division Toy Ons.” Said Kezi Levin Founder Sock Ons Ltd. Toy Ons will continue to expand its offering of children’s toys that will support learning at each developmental stage. The products chosen by the team at Toy Ons will form a curated collection of inspiring design-led products of premium quality. Their debut product is Sand Pals – sand castle building kit for super sized structures in sand. The Sand Pal kit can be used by the whole family, creating opportunities for bonding across ages and making memorable moments, building the most spectacular sandcastles on the beach. It has already taken the market by storm creating a beach sandcastle craze.

Visit www.sockons.co.uk to or order via FAIRE www.sockons.faire.com to become a stockist

www.chicco.co.uk

Perfect baby shower gifts from Silvercloud These cosy blankets from Silvercloud both feature a contemporary repeating jacquard star pattern. Available in two bright colours, raspberry and teal. They are certain to add a splash of colour to your nursery or pram. Made from 100% cotton to be soft on your baby’s skin. They are beautifully packed and tied with a ribbon, making them perfect baby shower gifts. Suitable from birth. All collections are exclusively designed in the UK. Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802 nursery@east-coast.co.uk www.eastcoastnursery.co.uk 24

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Give the gift of sleep

with Snüz

Sleep is without doubt something every new parent wants more of, so giving a gift that can help with getting more ZZZ’s, is set to be the best present at the shower. This is where SnüzCloud, the dreamiest sleep aid around, really assists! From the sleep experts at Snüz, the super cute cloud features 4 soothing sounds including a heartbeat, pink noise, lullaby and waterfall sounds, as well as two light options: a calming pink glow and soft white night light. Soft, plush and portable, SnüzCloud can attach to the crib, cot, pram or car seat, to help settle and sooth babies wherever they are!

Tel: 01789 734 022 trade@greensheepgroup.com www.snuz.co.uk

Sensory

Time for snugs and hugs!

stimulation

Etta Loves’ Sensory Strip provides perfect visual stimulation for strolls in the pram and brings joy to tummy time. Simply attach around the edge of their pram for calm and developmental journeys, or place in their eye line for tummy time or change time and watch as they are transfixed by the scientific patterns. Designed alongside Etta Loves’ consultant orthoptist, one side has been optimised for infant vision from birth to 4 months old, and the reverse is designed for 5 months onwards. Etta Loves are committed to sustainability, and their sensory strips are GOTS organic cotton with a recycled polyester fill. It comes beautifully presented to make the perfect gift for any new parents.

www.ettaloves.com

Visit us at Autumn Fair September 4-7 NEC Stand 20K51

Reach out to your local Mary Meyer agent or contact us at orders@whitepebbleint.com

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Thanks for the

memories The early years of a child’s life create some of the fondest memories for parents and families. Many wish to have a collection of photographs, documents and other important keepsakes, in order to remember the first few months and years of their little one’s life.

One of the leading gift brands, Widdop Bingham, is dedicated to creating beautiful photo frames, albums and keepsake boxes. With over 130 years within the industry, they have extensive knowledge of the market and have adapted their product line to keep in line with today’s trends. From traditional style products, to Disney themed offerings, there’s something to suit all tastes. Widdop Bingham’s unique line of gifts is available to buy wholesale at Baby Brands Direct.

Tel: 0208 845 5000 sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk

Perfect for play For that extra special gift, a Silver Cross handcrafted doll’s pram is the ultimate in luxury.

The Oberon doll’s pram has a timeless charm and is beautifully crafted from the finest materials. The high gloss body features hand-painted fine line detailing, while the fully adjustable hood has a patterned lining and handstitched trim. The Oberon’s C-Spring suspension matches that of the full-size Balmoral coach pram, with striking high polish chrome details and chrome spoked wheels completing the look. Oberon is available in Pink, or Navy and White colourways.

0345 872 6900 www.silvercrossbaby.com

Gift of

play

For those customers looking for a special gift for a new baby or a special occasion, the Red Kite Play Range provides several options for both an affordable and practical gift solution that any parent would be so happy to receive. The Red Kite Play Range has plush playgyms in the Peppermint Trail, Dreamy Meadow, Tree Tops and Safari range that are all presented in giftable packaging making these an ideal choice. Cute characters and additional play activities to stimulate a growing baby whilst having a fun time. Their new Tree Tops Wooden Activity Arch & Padded Floor Mat gives an amazing quality play option with beautiful independent rattle and play toys and is presented in a gloss box that couldn’t be a nicer gift! Also check out the ever popular Sit Me Up Play rings that provide so much fun for the slightly older baby learning to sit on their own. Again presented in a colour gloss box which is an ideal choice for a gift. And don’t forget the Spiraloo Toys! Soft, cuddly friends in a wrap-around style to be used on cots, bumper bars etc. and features play learning fun activities. 26

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www.redkitebaby.com

Scandinavian

inspired

Little Fawn is the newest woodland character added to the Mary Meyer, Leika line. Leika is a Scandinavian-inspired line created with soft velour fabrics and modern designs featuring five woodland characters, a fox, raccoon, owl, bunny, and now the fawn. The lovey and soft toys are so sweet and soft you’ll be fawning over them! Also, check out the innovative silicon teether, a great way to soothe a teething baby.

www.marymeyer.com

Gifts galore

Rainbow Designs have a wonderful collection of beautiful and thoughtful gifts for babies and infants available, featuring many of the most-loved classic story time characters. With a portfolio that includes Paddington Bear, Peter Rabbit, Disney Winnie the Pooh and Guess How Much I Love You, Rainbow brings these characters to life, in classic yet contemporary, soft and playful infant toys that make treasured gifts for babies and newborns. Disney’s Winnie the Pooh Hundred Acre Wood collection, includes an array of soft toys, ring rattles, comfort blankets and gift sets, featuring Winnie the Pooh and his best friends, and new to the collection for 2022 are the super cuddly 25cm versions of Piglet, Eeyore and Tigger. These new super soft Hundred Acre Wood soft toys, that join the best-selling Cuddly Winnie the Pooh soft toy, make a wonderful, cherished keepsake as well as the perfect playtime, story time and bedtime, companions for any little fan of Winnie the Pooh. A fun but useful gift is the new adorable Guess How Much I Love You Breakfast Set. Presented in an illustrated gift box, this beautifully decorated three-piece Breakfast Set, makes meal times fun as little ones clear their plate to find the Nutbrown Hares waiting for them!

Soft Soothing for sleep to the touch Tel: 01329 227300 www.rainbowdesigns.co.uk

With three different modes, Next2Stars night light from Chicco soothes and comforts babies as they drift off to sleep.

With one push of the moon-shaped button, Next2Stars projects a beautiful starry sky across the ceiling of the bedroom. The second mode is activated by two pushes of the moon button, transforming Next2Stars into an atmospheric bedside lamp. With three pushes, the moon night light mode is activated. More than just a light, Next2Stars also has a musical button that provides the choice between classical, new age or nature sounds, with volume control settings. Featuring a universal attaching mechanism that attaches on to both a travel cot and a crib, Next2Stars is perfect for in the home and on the go. It is available in a light pink and light blue colour option.

www.chicco.co.uk

TAGGIES, as the name suggests, are all about the tags on the products. Little ones are mesmerized by rubbing these soft, satin loops, providing tactile stimulation and amazing calming effect on little ones. The Aroarable Aroar-a-saurus has a new TAGGIES soft book that is Dino-Mite! It features Aroar-a-saurus and friends having fun with a counting activity. Also, mums love books, and they make great gifts!

www.marymeyer.com

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interview

GREEN SHEEP GROUP

Loved by parents Nursery Today had the pleasure to catch up with the Green Sheep Group’s Operations Director, Rosie Pritchard as she celebrates 10 years with this innovative company. Here we take a look at how the business has grown from a fledgling company to become one of the leading nursery brands that has been loved by parents since 2006. Congratulations on celebrating your tenth anniversary at Green Sheep Group, can you tell us about when you first joined the business? Joining the team (Mark and Paul were the team), I joined people with true entrepreneurial mindsets, 1000 ideas and not enough time! It was in my first year that SnüzPod really came to life, driving up and down the country meeting all the independent retailers. Doing this with a product no one knew they needed, I had to very quickly learn what was important to retailers, who are the experts. We very quickly recognised the success SnüzPod was going to have with the backing of the industry. From then on, we haven’t stopped learning, investing, designing and recruiting, with an ever-growing team of 50 today. 28

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Being involved in many aspects of the business, you were the first internally promoted team member to make Directorship in 2015. Having overseen £millions in turnover growth as Commercial Director and more recently overseeing new Industry leading standards of warehousing as Operations director. What did this mean to you and what are you looking forward to in the future? It was an incredibly proud moment being promoted to Director, I’ve been on such an incredible journey with Green Sheep Group. Over my 10 years I’ve spent time in different disciplines of the business, overseeing many different projects. No matter the department everyone in our team has the same focus and

desire to drive for success which underpinned our growth. The future looks very exciting, the vision of where we want to be in the next 10 years is clear and it sees the business going to the next level… but I can’t give away too much! To help us achieve our goals we’ve recently strengthened our sales management team both in the UK and internationally as we continue to expand our geographical reach. We also have three very exciting new product launches that we can’t wait for the world to see.

What do you feel has been the businesses largest achievement since starting back in 2012? Seeing Green Sheep Group establish itself as a truly market leading

premium baby nursery business. This has been our ambition and goal from the start. Now, when I read reports naming GSG as one of the most investable companies, or among the fastest growth companies within industry, it makes me stop for a second! Taking a minute to look at the established names in the industry we now sit alongside creates a huge depth of pride and achievement. When we see both The Little Green Sheep and Snüz listed with some of the most prestigious retailers in Europe, it’s truly remarkable to see how far we have come since my first day.

Over the years, what has been your personal highlight? I’ve had many great highlights, from my

Green Sheep Group’s Operations Director, Rosie Pritchard celebrates 10 years with the company. first Harrogate Nursery Show, to experiencing Kind und Jugend… and very quickly learning the industry likes to party! In my early days I loved doing consumer shows and meeting first hand the parents buying and engaging in our products. These moments are invaluable for helping us gain insights into the questions customers are asking and ensuring we innovate in the right direction for the future.

When we look at innovation within nursery products, which category do you feel has seen the greatest level of change in the last decade? It has to be bedside cribs. The category changed the way babies sleep with safety at the forefront. Snüz was the first brand to bring these to the masses and its testament to the SnüzPod that it still stands strong after all these years - albeit now in its fourth generation!

Both The Little Green Sheep and Snüz are known for their quality and eco-credentials. How important is the environmental factor to you? Customers are placing more and more importance on the environmental factor; it is now down to all businesses, not just big corporates, to have a drive to carbon net zero and doing as much as we can to reduce our impact. The social aspect is also just as important, looking after our employees, working with local communities and charities. Everyone can implement small incentives that go a long way. One of my aims for the end of the year

is to set up charitable days for all employees, allowing them a day off to commit to a local charity to make a difference to our community. This is a topic I could talk about all day.

Again, both brands are also known as leaders in the field of baby bedtime – how has this been achieved since the company first launched in 2006? The business has always had one driving purpose at its heart - Quality for Parents. We see a lot of gimmicky

into what our audience cares about. Over the past 10 years, Snüz and The Little Green Sheep have built a substantial following and customer loyalty that continues to grow. We have seen the importance of actively engaging with our followers in order to build a closer relationship with them. We take pride in being transparent with our followers to not only gain their trust, but to also provide them with all the information they need so they don’t have to go searching for it.

The future looks very exciting, the vision of where we want to be in the next 10 years is clear and it sees the business going to the next level… but I can’t give away too much! products in the market, but our key focus on quality and improving parent’s lives remains at the forefront of how we build the brands. It’s also how we work with our partners, and it’s the mindset we look for when hiring our teams. When you have purpose driving the business, you’ll do the right things and the culture around that will only continue to help us thrive.

Has social media played a crucial role for the business to drive awareness and trust in the product ranges in the last ten years? Social platforms such as Instagram and Facebook have enabled us to connect with our customers, improve brand awareness and gain valuable insight

Now this one might be tricky to answer, but do you have a personal favourite product within the product ranges? A favourite of mine is of course the SnüzPod, as this represents one of the first new products launched after I joined the business, it almost feels like my own baby and I’ve watched both the product and the business grow up over the years, with many of our best days stemming from the launch of this vital product.

we truely know we have something new parents are going to love and will make a difference. We have three key new launches this summer which move us into new categories and allow for a different marketing approach. We have just launched our innovative new pregnancy pillow, that has been developed with key health experts, from Midwives to Physiotherapists, we want to continue improving sleep for new parents and support their bodies while they go through such incredible changes. Later this year, we have our first product launch made using 100% recycled materials. This is very exciting and continues to push us on our path to be more sustainable.

Finally, how will you be celebrating your achievements and tenth anniversary with the business? We recently had a garden party to celebrate a successful quarter, integrate our new team members and raise a glass to the pending launches that everyone has worked so hard on. We had sunshine, marquees, live music, food and drink allowing everyone to let their hair down. During the day Paul and Roger did a speech which was very emotional, followed by lots of embarrassing photos of me over the last 10 years!

Can we expect to see more product launches from either The Little Green Sheep or Snüz on the horizon? We only launch new products when nursery today

nursery matters JOHN BARKER

Barking Mad Pramland’s John Barker is taking an overview this month of customer buying behaviour while we all ride the storm of a cost of living crisis.

ell, there goes another month and yet more strangeness is afoot at Pramland towers! August continued the way July left off with peaks so high you end up with snow on your head (at last my balding dome has something on top of it) and troughs so low I was a risk of disturbing a Balrog (a little Lord Of The Rings reference there for those of you also excited about the new show coming soon!). I like to think of myself as a positive person but the past couple of months have really tested that. I really don’t like the expression “cost of living crisis” and I have a fair few reasons for this. Firstly, and I may be wrong with this, and you may very well disagree with me completely here but to the average person on the street so far we’ve all been hit by a rise in food and petrol prices. Petrol has been around £1.90 per litre but is falling again (the nearest petrol station to me charges £173.7 per litre – that never makes the news does it?) and food has got more expensive. On what was your average £100 weekly shop one can now expect to pay £110 or maybe £115?

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Savvy shoppers could always shop own brand instead of branded on certain items and that would invariably get us back in the ballpark of the original amount. How could I forget Gas and Electric? That’s right they’ve shot up - almost as fast as how quick we all turned our heating off weeks ago once the better weather arrived. Just like we only have to turn the living room lights on at 9:30pm thanks to the long evenings. Energy prices will increase, we all know this but for the vast majority of households they haven’t changed yet! My point being that in real terms your average family is currently spending £20 per week extra on petrol and £10 to £15 extra per week on food. Now call me cynical but if your average household is living so close to their income that they cannot live with an extra £30 - £35 per week coming out of their pockets they’ve really not thought long and hard about their household spending. Where am I going with this? Well, it all comes down to the conversation I’ve been having in the store with customers (to be). The vast majority of them are either delaying ordering and therefore

john@pramland.co.uk Image source Pexels.com

handing over a deposit (what for I have no idea? Are they aware of a big cash prize coming to them that means the longer they wait to order the easier their lives will be?) or when they do punt up with a deposit you struggle to get more than a few pounds out of them. The reason for this is that they are concerned that tomorrow they’ll have less money than today, so to commit to a £1000 pram that they need in four months time really isn’t something they want to worry about today. The truth is that this thought never entered their minds when they decided to have the baby. We have seen countless people over the past few months that have left ordering their prams until the last couple of weeks! We’ve never seen anything like this before. In addition to this order later really is very counterproductive. Not only will they have to spend more when the prize increases but they have less time to pay it in too. Over the years we’ve all seen, lived and traded through numerous recessions but this is something different. During recessions people are losing their jobs and homes, money is tight, and businesses slow their growth plans down. However, unemployment

is down, the job market is saturated with positions available (anyone looking for staff will even tell you finding people is hard!) wages are at an all time high (we won’t get in to a debate about them keeping up with inflation) and people are still spending. Last weekend I treated Mrs B to a trip to Next Home, I am not exaggerating when I say that there was not a single empty parking space in the car park, and it is a HUGE car park! The shop was full and people had arms full of items. Every till had queues we can all be envious of and the cash drawers were overflowing with money. Pramland on the other hand had its worst Saturday in four years. The staff that worked told me about how many people they’d had in, but it was like pulling teeth trying to get orders out of them. It’s all about priorities which is odd given that what we sell is an essential item. The fact of the matter is that these same people will be back in over the coming weeks and months and they eventually give us their orders. We’ll then have to run around trying to complete their orders despite continuing stock issues with some brands. And when we manage to achieve the unachievable will they

We have seen countless people of the past few months tha t have left orderin g their pra ms unt il the last couple of weeks! We’ve never seen anyt hing like this befo re. In add ition to this order later really is very counterpro duc tive . Not only will they have to spen d mo re wh en the pri ze increases but they have less time to pay it in too . leave us a lovely review? Nope but they’ll rip into us on every review the moment they break their pram. There has never been a better time to re-evaluate. Ensuring margins are correct and that you are making money on every item you sell has never been so important. Likewise, tailoring your marketing to illustrate why you are best choice for parents to be once they are ready to order their pram. The next few months are going to test many of us, just try to remember that tomorrow is a new day and given how up and down trade can be tomorrow can only be better.

In a completely made-up survey conducted by me, and handed out to hundreds of imaginary nursery stores, none of which of them being you. I found that 99% of nursery store owners regretted opening a nursery store. They sighted terrible margins, stock issues and far too emotional customers when things go wrong as the main reasons for their longing to be doing something else. Oddly enough I also found that 99% of respondents also said that they’d keep at it as it gets them out of the house and life would be boring without it.

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Profile VENTURE

For life’s most important journeys Born out of a desire to design, develop and better meet the needs of new parents. Venture hit the market with an understanding that parents wanted good quality products with sensible pricing.

enture started their journey in 2014 from a common place many of us have, or will be fortunate enough to experience in our lives, starting a family. From their experience they found that having the right tools to deal with everyday parenting is a vital part of making things that little bit easier for the growing family. For them they valued products that combine both a good quality with a price for the many. From there they set out on our mission to scour the globe in search of products big

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and small, that are not only affordable but reliable and safe. From their distribution centre in Dudley, West Midlands, they now ship their ever-expanding catalogue of products worldwide, directly to consumers through their incredibly successful Amazon and website platforms, as well as to independents across Europe. Over the years Venture have produced a wide and varied product offering. From wheeled goods to bedside cribs, travel cots to potty training,

their range has offering in almost in every sector. Better still a lot of these products have won awards from some of the best known in the industry including Mother & Baby and Made For Mums. At this point you may feel you have recognised the Venture name and the chances are you have! Although they have a fantastic catalogue of products, arguably their most successful and most well-known products are their playpens. The multi-award winning All Stars DUO is the star of the show (pardon the pun) thanks to its sturdy push fit construction and stunning design it wins points thanks to its highly versatile nature allowing consumers to add and remove panels freely as well as change the shape if required. It’s also one of the few playpens to include play mats and play balls as part of the package to boot. Its popularity is clear to see with it amassing over 1000 five-star reviews on Amazon alone! Another firm favourite, the compact and portable All Stars JOY Playpen is perfect for customers looking for a more space saving option. It features an intuitive folding mechanism that allows it expanded up to 1.3m wide and collapsed to a fraction of the size within seconds.

“We believe it’s important to continue to make improvements to our products where possible, whether that’s by offering better usability, safety or value for money” Dean Price, Managing Director

Their potty training range of products known as ‘Pote Plus’ features again a number of award winning products. The My First WC interactive potty is a massive family favourite as it incorporates a rewarding flusher with lights and sounds to encourage little ones to use the potty more. For parents it’s super easy to keep clean thanks to its removable inner tray and wipe clean surfaces. It’s also unique in that it’s one of the few potties on the market to have a cushioned seat. There’s a lot features for money that’s for sure! For out and about they have a range of foldable travel potties with liners that are compatible with

not only Pote Plus travel potties but all other leading travel potties too. For Venture it’s not just about the products they have here and now though, it’s about developing their current lines and introducing new lines that align with their company philosophy. Managing Director Dean Price says “We believe it’s important to continue to make improvements to our products where possible, whether that’s by offering better usability, safety or value for money. In the current climate we believe it’s more important than ever for

customers to know that every penny they spend goes as far as it can.” This approach means that a lot of their new and existing lines are tailored around savvy shoppers that don’t want to break the bank, but still want a quality product that will stand the test of time. Discover the Venture range by heading over to their website or contact the friendly team via the below email.

Looking to the future As they look ahead Venture are looking to capitalise on a previously untapped area of the market and are now for the first time seeking stockists to help further introduce their range to the UK and European markets. “When working with us partners can expect the kind of service and attention you would expect from a smaller business, we’re always trying to work stockists and be flexible enough to meet their requirements, our customer services team are always on hand to help customers where they can and our product literature is updated frequently. “We want people to join the Venture family and work with us for a long time so building a good relationship is really important to us.”

sales@ventureuk.com www.ventureuk.com

nursery today

Feature COMPACT FOLDS

Compact

Living

The desire for nursery products that are stylish yet practical in terms of space has definitely been the case within the wheeled goods category, with a steady growth in the popularity of Compact Folds.

arents are now very much onboard when it comes to compact folds. The desire for nursery products that are stylish yet practical has definitely been noted within Compact Folds with these having now become an established product within many brand’s ranges who cater to the wheeled goods sector, and with many parents living urban lifestyles, compact folds, although not necessarily a new concept, have seen a leap in demand. Expectant parents are actively researching this category as many brands have evolved and adapted their ranges to ensure these can also be used as a complete travel system. This category continues to gain momentum with brands continuing to look at weight, size and overall ease of use. With the increase in popularity and interest in Compact Folds we asked Joie’s Head of Product Management, Damon Marriot, what makes these a great product for retailers and what the potential benefits are by stocking Compact Folds. “The savvy retailer can gain the compact stroller sale at the initial pre-birth purchase stage, selling in the fact that some carrycots and car seats that are compatible 34

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with main pram, are also compatible with the compact stroller. This offers the consumer future proof purchasing, with the option to initially loan the stroller to family members or child minders, with an easier hand over if the main car seat also fits the compact option as well.” He said, continuing “For example, if the Joie tourist is given to grandparents for use when the baby goes to visit, then the main user doesn’t need to transport the finiti 2in1 pushchair each time when dropping baby off, as they already have their wheels ready to go allowing fitment of the Ramble carrycot or Joie infant carrier onto both wheeled units with ease.” However these aren’t just viewed as a lightweight alternative to a more traditional travel system and are now viewed as a great and easy to use option when making the transition to the second pushchair for when out and about or travelling abroad with little one. Ergobaby’s UK Marketing Manager, Holly Bewer eplains: “As compact strollers are often still chosen for their portability, weight is an important consideration. Size is also

Suitable from birth

Say hello to the ultra-compact and lightweight addition to the Maxi-Cosi pushchair range, Lara². Ideal for urban families who are always on the move and need that extra bit of space and convenience, Lara² is suitable from birth to approximately 4 years old (22kg) and weighs just 6.4kg. It has a shoulder strap allowing it to be carried easily and also boasts an easy one-hand flash fold, meaning it can be opened or collapsed with minimal effort. Not only does it feature three recline positions with lie flat for relaxing naps on the move it also has two storage baskets so parents will always have everything to hand. Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

www.maxi-cosi.co.uk key, qualities such as being able to fit in overhead compartments when travelling, and behind the backs of seats to free up boot space etc. are a must-have for premium compact strollers. Accessories that allow for easy transport such as carry bags are also driving purchase, customers want solutions that make their lives easier.” With so much access to information on the internet, we also asked Holly if she felt social media was driving this category forward? “Social media can turn a product into a must-have item, elevating the profile of compact strollers to those who may not have previously considered them and helping persuade those considering such product to purchase.” Compact Folds, although still a relatively new category when compared to other wheeled goods that have been established for many years, is this therefore a category where innovation is also driving the popularity of these for many parents? “Since this category is relatively fresh, we should see plenty of innovation

over the coming years.” Comments Damon. “Weight is incredibly important and so finding ways to shave off extra grams can tip the scales in a products favour. The design of the fold function can also have a big impact as smaller and more convenient folds provide real-world benefits to parents.” Chicco’s UK and Ireland Outdoor & Preschool Toys Product Manager, Chiara Marin, agrees with the brand looking closely at features that they feel are a must within this category, stating: “Over the past few years, we have looked to include some clever new features across our range of strollers, such as the one-handed auto closing and opening, which is activated with just one movement. It’s incredibly important to listen to the ever-changing needs of parents, and at Chicco we are always taking feedback on board when designing our latest innovations to help make parents’ lives easier.” We highlight a number of Compact Folds across the following pages that are all ready to order now.

Perfection in action.

See me in action Scan with mobile camera to learn more

finiti™ 4in1 pushchair For more information and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

Feature COMPACT FOLDS

Seven

configurations

New for 2022, the One4Ever is the Chicco stroller that can be used from the day baby is born until they are four years old. With seven different configurations of use, the auto-folding, compact stroller comes with one frame and two different seat options, designed to grow with little one. The auto-folding function means the stroller folds itself down at the touch of a button, perfect for when parents have their hands full. Weighing only 6kg when fully collapsed and surprisingly compact in size, the stroller can be easily lifted, transported and stored away. One4Ever is available in Silverleaf and Pirate Black, which both feature premium detailing, leatherette and soft touch fabrics.

www.chicco.co.uk

Cutting edge

The Aster is one of the most cutting-edge, easily folded pushchairs. Innovatively created to give parents on the go a dependable, safe, and extremely useful ultra-compact stroller. Parents who want to multitask adore the MagicFold from the Aster2 since it folds and unfolds by itself with the simple push of a button. The Aster is a pushchair that has been made to be incredibly lightweight to make travelling with baby simple. It is easily moved because it only weighs 6.2kg. The clever design does not end with the MagicFold, as baby rides in comfort and safety thanks to the built-in suspension and multi-position seat. A cup holder, footmuff, and rain cover are included in the £299 suggested retail price.

www.didofy.com

Super light

solution

Perfect for travel, city use and days full of adventure at only 5.9kg the LIBELLE is super lightweight and easy to pick up and carry wherever you go. The ultra-compact LIBELLE can be folded and unfolded in seconds. When folded the LIBELLE fits in the standard carry-on luggage size for airplanes. The LIBELLE is compatible with the awardwinning CYBEX infant car seats that can be easily used as a travel system. Older children can comfortably rest in the padded, soft seat with infinite recline and an easily adjustable leg rest. Use from six months to approx four years (Max 22kgs), and from birth with any CYBEX infant car seat.

www.cybex-online.com

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Feature COMPACT FOLDS

Safety, Innovation

and Convenience Sustainability The Doona Car Seat and Stroller is the world’s first complete and fully integrated travel system that allows parents to move from car seat to stroller in seconds. Its innovative design provides a safe and practical solution for parents on the go. TUV and FAA aircraft approved for travel means the Doona is a must-have for holidays and trips away. This Group 0+ Car Seat is suitable from birth to 13kg and features a superior 5-point safety harness, anti-rebound crash technology and fail-safe mechanisms to prevent misuse.

sales@cuddleco.co.uk

at the core

New for 2022, Goody Plus ReLux is the compact, lightweight and premium stroller from Chicco with clever One-Touch auto-closing and easy opening function. Now made from Eco+ sustainable fabrics including 100% recycled twill and 100% recycled jersey, Goody Plus Relux can be used as a travel system and is compatible with the Chicco Kaily car seat and Soft carrycot. Suitable from birth up to 48 months (22kg), the stroller has a padded backrest that can be adjusted to three different positions, an adjustable five-point safety harness and padded crotch strap for comfort and safety, and lockable front wheels for easy manoeuvrability. Goody Plus ReLux is available in a stylish Black ReLux design with striking gold finishing touches, as well as a removable soft lining which allows easy cleaning.

www.chicco.co.uk

Riding Through Summer Updated fold makes

use super simple Silver Cross has just launched its new and improved Jet 3 stroller.

Natural Materials Meet Innovative Design in the 3-in-1 Travel System from Ark.

0345 872 6900 www.silvercrossbaby.com

Ingeniously designed and engineered in the UK, the experts at Ark are delighted to offer babies a smooth and cool ride this summer thanks to their innovative pushchair, keeping little ones chilled in comfort and style. Combining environmentally friendly materials and a smart ventilation system, hot weather is no problem for Ark families on the go! Even better, Ark’s naturally breathable fabrics are hypoallergenic, making the award-winning pushchair ultra-caring against baby’s sensitive skin. With an eco-mindset, the brand’s intention is to always keep things chemical free and sustainable, to provide the best for baby and the earth they will inherit. Natural fabrics equal breathable fabrics, meaning that alongside airy comfort, the blissful experience is extended further with the revolutionary ventilation system. Entirely unique side panels open up to circulate air towards the back. Panels are then easily propped back up once the temperature inevitably drops! Ark has been engineered to perfection with genius shock absorbing wheels, one handed fold, and unbelievable compact design, that folds small enough to fit in a Mini or similar small vehicle.

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www.arkpushchairs.com

Featuring an updated fold that’s super simple, compact and quick, plus the brand’s Genius magnetic buckle, the cabin-approved Jet 3 makes journeys with baby easy, no matter how you’re travelling. Once folded, Jet 3 free-stands on two wheels with a protective cover and pulls along suitcase style for easy transportation perfect if you’re hopping on a train or boarding a plane. Suitable from birth to toddler, Jet 3 is lightweight and agile without compromising on comfort, while the sleek design features butter-soft vegan leather touchpoints and chrome accents.

is a Breeze

An ideal fit

Ergobaby are shaking up the compact stroller scene. Ergobaby’s Metro+ stroller has all the comfort of a full-size stroller in an ultra-compact design, making it the ideal fit for parents who do not want to sacrifice comfort for convenience. Weighing just 7.8 kg and folding with one hand to just 54 cm x 44 cm x 25 cm, the Metro+ has an adjustable handlebar, super cushy padding, near-flat recline (making it useable from newborn to toddler with no accessory needed) and car seat compatibility - making it the ultra-compact stroller for families on-the-go.

service@ergobaby.co.uk www.ergobaby.co.uk

SMALL FOLD GENIUS

Make a pact

with Joie

Lightweight and compact, the pact from Joie is your new best friend when travelling with a little one.

Weighing in at just 6kg, the pact is suitable from birth right up to 15kg. With a fully flat recline, it gives tired travellers the perfect place to grab a quick snooze, and it’s also compatible with the gemm, i-Gemm and i-Level infant carriers. Living up to its name, the pact, packs down to almost half of its size in a matter of seconds with a swift, one handed motion making it an ideal option for families on the go or to leave at the grand-parent’s house.

01889 808900 uksales@joiebaby.com

LIBELLE T R AV EL SYST EM CYBEX-ONLINE.COM

supplier snapshot Nursery Today spoke to some of the industry’s finest to find out their thoughts on Compact Folds and how this category has continually moved forward.

Chiara Marin

UK AND IRELAND OUTDOOR & PRESCHOOL TOYS PRODUCT MANAGER, CHICCO

Holly Brewer

MARKETING MANAGER, ERGOBABY UK

What are the key elements consumers are looking at when considering purchasing a compact fold? Unsurprisingly size and weight remain key features parents consider when researching which compact stroller is right for them. However, consumers are not willing to compromise on their child’s comfort or their own, especially as more and more move away from large, cumbersome travel systems and rely on compact strollers as their only pushchair; meaning comfort is key. Why have compact folds become so popular? As innovation makes compact strollers comfier and more versatile, they are no longer solely purchased for older babies and for secondary use - parents are now considering compact strollers as their first choice when expecting a baby. A key feature driving this change is that compact strollers now offer all the features that parents look for in full size systems such as newborn suitability (particularly without the need for extra accessories), car seat compatibility and of course comfort. This combined with the convenience of compact strollers is driving their popularity. Do you feel we are seeing some great innovation within this product category? This is a category with ample room for innovation. Both in terms of size and weight and also through pioneering solutions in usage such as making compact strollers suitable from newborn without extra accessories, making them fully adjustable for both children and parents and offering accessories that make parents’ lives easier, or just add a little fun such as colourful and practical sunshades. Is price a key element at present? Price is always important to consumers but particularly in current financial climates. Consumers concerned with price points should consider forgoing a full-size stroller and investing in a versatile, long-lasting, compact stroller with all the features they need for long-term use. 40

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What are the key elements consumers are looking at when considering purchasing a compact fold? Parents are looking for long-lasting and high-quality pushchairs, that are going to offer value for money, which is where we’ve seen the rise of modular and multi-functional strollers that can grow with little one. For example, the new Chicco One4Ever stroller can be used from birth until four years, where the single frame offers a variety of configurations. It is compatible with Chicco Kaily car seat, as well as the Chicco Best Friend Light Carrycot; and comes supplied with two different seat options that can be switched out as little one grows. Additionally, more manufactures are looking to include unique features that will make a compact fold stand out to parents, such as our one-touch auto opening and closing function. Why have compact folds become so popular? The lifestyles of modern parents have once again started to become busy, and whether they’re driving or taking public transport, having a stroller that is easy to fold and carry is an essential. Additionally, more and more parents are looking for solutions that don’t take up a lot of space in their home, so are swapping out larger travel systems for a compact stroller that can do it all, like the Chicco One4Ever and Goody Plus. With the ability to connect a car seat in little one’s early years and swap between the two seat options as they grow, One4Ever is a great long-lasting solution for parents that is incredibly compact for the versatility it offers and takes up very little space when folded. Whilst the first early-month seat offers full protection and is cocooning for little one, the second seat for 6m+ is incredibly lightweight, making it easy to carry and transport.

Damon Marriot

HEAD OF PRODUCT MANAGEMENT, JOIE

What are the key elements consumers are looking at when considering purchasing a compact fold? Being lightweight and easy to fold are key features, especially if you live in a metropolitan area because you are more likely to need to use public transport and anything that makes that easier is always a bonus. They’re especially handy when travelling as many can fit into the overhead compartments of planes. Why have compact folds become so popular? Compact products generally come in at a lower price point so are ideally placed as a second option or one that will be used less frequently than a main pushchair – either for holidays or to leave at the grandparent’s house. These products are a big hit with those who live in towns and cities as they make travelling through built up, busy areas and on public transport, much easier. Are consumers now turning to these as a complete travel system solution? Whilst many have the travel system options via adaptors and even carrycot fitment like with the Joie Tourist, most consumers still favour the full 2in1 pushchair as the basis for their initial travel system, with compacts offering the perfect travel companion. How important is the overall weight of a compact fold?

It is a key aspect parents consider when purchasing a pushchair and can be a deciding factor if they can’t choose between two products. In terms of compact pushchairs specifically, parents are willing to sacrifice product features if it means shedding a couple of extra kilograms, it can make all the difference when pushing for hours! Are consumers also looking for ‘bundles’ when making this type of purchase? With compact folding 2in1 pushchairs such as the Joie finiti, for sure the bundle is the easiest option for the consumer looking for a travel system, however with the more compact stroller such as the Tourist, a bundle doesn’t prove to be as popular due to these usually being a secondary purchase for the primary goal of travel or space saving benefits when on holiday Is social media driving this category in popularity at present? Social media is a great forum for people to share their experiences with a product and is also a place that people turn to when they are looking for genuine and honest reviews. It’s therefore a great medium for driving any category.

retailer opinion Nursery Today caught up with Whites Farm Baby Barn owner, Sara Hubbard, to find out how the business has found trading since the start of the year. We are now halfway through 2022, as a business what has been your largest challenge? As you know we are a very small team (although we welcomed lovely Sarah to our Whites Farm family in April as a part time member of staff and she has been doing amazing!) and one of our team Abbie is expecting her first baby! Through the first part of the year we were not only trying to conceal a pregnancy but also dealing with being a “woman down” if you will when it came to busy Saturdays, completely full diaries of appointments and lots of pram builds. Luckily our customers, as always, have been understanding and very kind.

With the continual strain on household budgets, have you found that your customers have altered the way they shop for nursery products? Definitely - we are seeing more people come into store who have a specific budget in mind when it comes to their essential baby items. We are also seeing people hold back on the more extravagant purchases; fancy baby bouncers, electricals etc.; and putting these on a baby shower or wish list for others to gift them rather than buying these straight away themselves.

Are you running any specific promotions or campaigns over the coming months either in-store or via your website? We aren’t running any specific promotions other than our ex display offers - which we do try and refresh and change up every now and again - but most of our suppliers are offering great promotions throughout the months, giving customers the chance to save on certain items.

Do you feel you are receiving adequate support from your suppliers at present? Yes and no… most of our suppliers are fantastic, answering questions, sending over social content and helping us with customers. We have found over the last few months that a couple of our suppliers seem to only be interested in the national accounts, John Lewis for example, as that’s where the big numbers are - and the small independents are left behind, even though we offer expert advice and a great quality of service.

How are you finding stock management and supply of product, is this causing you any problems? Generally stock management is okay, it’s only a couple of products that we are looking at very long lead times - but these tend to be either new releases or new colours, and customers are happy to look at alternatives. We do feel however, that when a supplier launches a new product, it would be helpful for them to either accumulate stock or anticipate stock selling out so they are prepared and can offer shorter lead times.

How are you utilising social media to support consumer awareness of your business? We try to create social content on a really regular basis for our customers to see new products, upcoming events and special offers - as well as posting updates on our business and important information on lots of different topics. With Abbie being pregnant and following her journey, we are finding we can engage with customers via social media in a whole new way, getting people talking about their experiences and opinions, and therefore driving awareness and engagement of our store up.

Is there any advice you could give to your fellow retailers as we head into the remaining months of 2022? Make your business work for you. We harp on about it all the time but the pandemic and lockdowns made us realise that we should work to be able to live, not live to work. Take time away from the store, make sure you prioritise your mental health and well-being over the store. You can always make more money, you can always work another day in the future; but time for yourself and your family is very precious and shouldn’t be sacrificed for another few hours of the shop being open. We’ve prioritised our family and well-being and if anything, our customers appreciate it! We are more relaxed and better equipped to serve them in the best way. nursery today

Spotlight FEEDING & WEANING

Check out these great feeding and weaning solutions which are available to order now.

Food on the go! Béaba’s all-new, on-the-go lunch bag set is the perfect collection of essential accessories for transporting food and drink for little ones when out and about. An Isothermal storage pot is ideal for carrying complete meals in a durable, stainless-steel container, which, with its double-walled insulation, will keep contents cold for 7-hours and warm for 5-hours. A 2nd stage spoon is included for feeding straight from the pot, and to keep hydrated, the stainless-steel straw cup helps young children (from 8-months) to learn to drink on their own. These co-ordinating items fit together in a stylish, large 5-litre capacity Isothermal lunch bag. This complete set will enable busy parents to take baby’s meals away from home, safe in the knowledge that they will keep fresh for several hours.

Nursing Made Easier Nursing is a precious time for mum and baby to bond during their first few weeks together. However, some mums may struggle during this time, especially if they’re recovering from a C-section or trying to establish which position is best for breastfeeding baby. A feeding pillow can help to alleviate some of this pressure and make nursing more comfortable and enjoyable. The Mother&Baby Organic Cotton Feeding and Infant Support Pillow is a must-have for mums-to-be and features a removable, washable GOTS (Global Organic Textiles Standard) certified organic cotton cover. Plus, as baby grows, the pillow can be used to support tummy time and sitting up.

sales@cuddleco.co.uk

For trade enquiries contact Natalie Jackson on the below. natalie.jackson@beaba.com

Highs and lows for

feeding New summer fun Well known for their range of Feed Me Highchairs, Red Kite offer a solution to all feeding needs! From the simple Feed Me Compact available in 3 lovely designs, Travel Booster seats for holidays and travel options, the amazing Feed Me Lolo a luxury high low highchair suitable from birth to the 4 in 1 Feed Me Snak and Feed Me Combi. Catering for all price needs but all delivering practical feeding options to suit growing babies through to young adults. The GOLD award winning Feed Me Combi is the ultimate combination highchair choice that is suitable from 6 months up to around 12 years with the high low frame, booster seat and stool functions. Solid wood means this is a piece of equipment that will be part of your furniture with pride for many years!

www.redkitebaby.com 42

nursery today

collection

Life can be all so messy, so Pippeta have set out to design products that bring ease to the day. Perfect for summer months in the garden. Keep little one feeling comfy and clean with Pippeta’s fun-loving, award winning collection of silicone tableware. Available in a range of timeless and elegant colours: Ash Lilac, Sky Blue, Cloud White, Meadow Green, Aqua Blue, Lilac and Coral Pink. • BPA + Phthalates Free • Dishwasher + Microwave safe • Non Toxic

wholesale@pippeta.co.uk | www.pippeta.co.uk

RETAIL MATTERS

Introducing the new look Online4Baby!

he brand overhaul was designed mobile first and uses UX insights to bring shoppers a significantly improved and more premium website experience. Online4Baby has taken a big step for growth by rebranding and refreshing its website to emphasise its credentials as a caring yet rebellious disruptor fighting on the side of parents. The new website benefits from a streamlined customer experience, allowing visitors to purchase using fewer clicks and creating an easier shopping path for improved conversion. Site efficiencies have driven faster page loading times which, combined with technical improvements, has contributed towards a step change in organic search rankings. Additionally, a simplified checkout experience and better payment options means Online4Baby shoppers are now enjoying a smoother shopping experience.

Christy Foster, Managing Director, cmf@online4baby.com

Retail matters

Online4Baby are delighted to unveil their new website and branding that went live at the beginning of July. Here we take a closer look.

nursery today

Other features of the new look and feel for the brand include: •

A new strapline of ‘Power to Parents’ as part of a strategy to position Online4baby as a caring company with a rebellious streak – the ‘revolutionary’ fighting the good fight for parents • A new logo which incorporates an exclamation mark in the number 4 • A brighter tone of voice, with a punchy new colour palette of cookie cream, candy pink, yellow and blue • New graphics such as a banner, a flag, a placard and a megaphone – which are all items associated with revolution and rebellion. This project is the latest phase in the growth of Online4Baby and brings to life its spirit as a disruptor brand with a caring and dedicated side. The brand overhaul is already paying dividends, with

year-on-year conversion rates up 64 per cent in the first two weeks since the launch. Sales increased by 12 per cent year-on-year and the average order value was up seven per cent. Christy Foster, Managing Director said: “Our mission is to bring Power to Parents through exceptional customer service and quality products. “We aim to be the number one destination as a trusted supplier of high-quality goods, all sourced by a team whose decades of experience and

Online4Baby are delighted to be a Which? Recommended Provider for Baby & Child Retailers 2021.

knowledge enable us to constantly evolve our offering to keep pace with changing consumer tastes and needs. “Our goal is to ensure that we can be counted on to give our customers a helping hand at a time of great change in their lives, giving them one less thing to worry about when they bring new life into the world. “We are extremely pleased with our new brand identity and website. They have been well-received by customers,

judging by the feedback we have had as well as the improved conversion, revenue and average order value rates we have seen.” Christy added: “This new brand identity gives us a strong platform for growth but without losing our human, personal qualities. Customers will always be able to find a real person at the end of the line or over live chat, with product experts on hand to help demystify the world of nursery and baby products.”

Top tips for building a super brand 1.

2. 3. 4.

Understand your bullseye customer and build a brand that will appeal to them first, without alienating other audiences who might buy from you. Be consistent. Don’t forget that you’ll get bored of seeing the same thing a lot quicker than your customers will. Start with an idea of what you want to stand for, then design the colour palette, fonts, logo and strapline to fit with your identity. Show your personality through a clear tone of voice. Decide whether being chatty, friendly, professional or formal is right for your business.

new!

5. 6. 7.

Always check how it looks on a mobile screen because that’s what the majority of your customers will be using. Be distinctive and stand out from the crowd to help consumers remember your brand first. Identify all customer touchpoints and decide how your brand should be presented. It’s fine to be more casual over social channels then more functional at the point of delivery. You can still follow a consistent tone of voice throughout while being relevant to the situation. Don’t underestimate the power of building a strong brand. It takes time but will pay off in dividends when shoppers come back to you time after time.

Sponsored by

The brand that parents trust www.clippasafe.co.uk

Elvie Strides on with

Creative Play bébélephant with HEY CLAY Baby Brands Direct is delighted to announce that HEY CLAY’s brilliant sculpting kits have been added to their repertoire of top children’s products.

HEY CLAY combines physical and digital worlds, with interactive apps that show kids how to sculpt and create exciting models with mess free modelling clay! This kid safe clay air dries in 24 hours, so kids can keep the figures they make and play with or display them. Playing with modelling clay helps to improve fine motor skills and dexterity, giving kids the chance to use their fingers creatively. These kits also allow kids to follow instructions and learn through play! Tel: 0208 845 5000 sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk

Femtech leader Elvie has launched its latest product in the UK, the Elvie Stride.

The Stride was launched in the USA last year to great acclaim and is now available for pre-order in the UK via Elvie’s exclusive distributor, bébélephant. The Stride will be available to the public from September. The Elvie Stride is a hands free, hospital grade electric breast pump (5oz / 150ml), with noise reduction technology that can be connected to an App for additional features. Offering powerful, hospital grade performance, in a portable design, the Stride liberates its users from sockets and wires enabling the user to express efficiently wherever convenient – taking pumping in your stride. With 10 intensity setting and weighing less than 150g per cup, Elvie Stride feels lightweight and compact inside the bra. The discreet silhouette looks natural under clothing and will not weigh the user down while collecting milk. Elvie Stride comes in a single and double model and is available exclusively via UK Distributors bébélephant. info@bebelephant.com | 020 8202 1467 | bebelephant.com nursery today

Feature GOLF DAY

Marc Kelly’s CuddleCo team, celebrating winning the Babystyle team trophy

Silver Cross’s Nick Paxton receives this massive prize for the Longest Drive

Andy Crane’s victorious Yellow Ball winners

Red Kite’s Nick Tucker Nearest the Pin in 2, just a fraction from the hole

CudlleCo’s Jackson Kelly wins the 24-28 trophy with 46 points

Simon Smither’s Smiffys team, winners of the Texas Scramble

22nd Nursery Today golf day at Puckrup Hall After an absence of two years the very popular ‘Nursery Today’ golf day took place at Puckrup Hall – a Hilton Hotel course just off junction eight of the M5. I was delighted to welcome two new four-balls led by of CuddleCo’s M.D. Marc Kelly and Silver Cross led by their M.D. Nick Paxton.

he weather was kind to us all day that saw the morning nine hole Texas Scramble won by the Smiffy’s team led by Simon Smithers with a score of 25. The first three places were decided by the slimmest of margins with second place CuddleCo on 25.375 and one of the two BabyStyle teams led by Stuart Walker with a score of 25.7. Lunch followed with a few pints consumed to aid the afternoon 18 hole Stableford competition, the team fourball and Yellow ball competitions. CuddleCo won the ‘BabyStyle’ team trophy and were having a very good day with a team score of 156 points. Smiffys were also on form with 149 points with the defending champions Red Kite led by Nick Tucker scoring 145. The Yellow ball JMDA Cup competition that sees each member

nursery today

of the fourball team taking it in turns on each hole to play the yellow ball individually and then pass the ball on to the next team member for the following hole, is a competition that is much looked forward to and this year saw Andy Crane’s BabyStyle team consisting of Stuart Walker, Miles Johnson and David Houston winning by the slimmest of margins. My team consisting of Glenn Harrison, Richard Trott and Chris Gooch Pyatt matched BabyStyle both coming in with 38 points with BabyStyle pipping us by having to go back over the points scored on the last six holes, where just one point separated the two teams. I should add that once the yellow ball is lost, it cannot be replaced. Encouragingly, more teams than ever managed to keep the yellow ball in play for all 18 holes.

The Individual Stableford Cup again saw CuddleCo’s players dominating the individual scoring with Andrew Morris playing off 16 scoring 48, Jackson Kelly, again from CuddleCo scoring 46 and Ross Johnson of Smiffys coming in with 44. Their handicaps will be closely scrutinized for 2023! For the less gifted golfers amongst us of which I am one, I have always had a prize for the best Stableford score for the 24-28 handicappers and this year with an amazing score of 46 points CuddleCo’s Jackson Kelly accepted the trophy. Jackson told me that he only started playing golf this year, so well done to him. No doubt next year Jackson will be down to single figures! Nearest the pin was won by Glenn Harrison and the longest drive by Nick Paxton. The nearest the pin in

two was won by Red Kite’s Nick Tucker. Nick’s second shot almost gave him a par 4 Eagle as the ball stopped just short of the pin – splendid golf. Whilst some readers may think that a golf day is simply a lad’s get together, I have to say that the networking opportunities plus an opportunity for like-minded Nursery industry personnel to meet up and discuss industry topics is also a most important part of the day. For myself personally, it was simply GREAT to see a golfing day for the Nursery trade to once more meet up following the Covid restrictions. Next year’s date is still to be finalized, but I am hoping for a bigger field, although 37 industry golfers will tell you that they enjoyed a fantastic day’s golf with plenty of laughs and fun to make it

Chris GoochWyatt, Glenn Harrison, Malcolm Naish and Richard Trott

BabyStyle’s second team of David Brown, Dylan Bradley, Iain Kelly and Alan Craner

JMDA’s Derrick Barker with Fausto Amaroso, David Wright and Chris Carter a day to remember. I would particularly like to thank Andy Crane’s BabyStyle support that saw them provide golf ball sleeves for all players, iced water and even the yellow starter blocks that proclaimed their name on each hole. So let’s see if we can build up the numbers to plus 50 for next year’s event My thanks to all of you who took part.

Harrogate’s Nursery Show boys – Simon Anslow, Ian Louch, Alan Thomas and Adrian Sneyd

Malcolm Naish

Red Kite’s Nick Tucker, Daniel Preedy, Gee Singh and Ryan McCarthy

Out and About with My Babiie Get out and explore with the My Babiie Explorer Stroller Range The My Babiie MB52 lightweight stroller is ideal for any trip out with its large 3 position canopy and fully adjustable seat which can lie flat making it suitable from birth. Included is a newborn insert, cosy footmuf, matching changing bag, raincover and cup holder. Fully equipped with lockable and swivelling single front wheels, a good-sized shopping basket and height adjustable handles, the My Babiie MB52 stroller is perfect for a walk around town. Available in 3 striking fashions with our 3 celebrity mums; Sam Faiers Safari print with Grey Melange, Billie Faiers Quilted Blush and Dani Dyer Quilted Navy.

www.mybabiie.com nursery today

Preview KIND + JUGEND

Start Up Area

Are you ready for

Kind + Jugend?

nursery today

Trend Forum

8th-10th September 2022

Kind + Jugend is back this year and business is expected to be brisk for both exhibitors and visitors.

usiness is sure to be buoyant this year as this international nursery trade fair readies to open its doors once again to visitors from across the globe. With more than 500 exhibitors, including known brands such as Britax Römer, UPPABaby, ABC Design, Recaro, Skip Hop, Done by Deer, Joolz, Enesco, Thule, Motorola, Renolux, Clippasafe, Tutti Bambini and TFK. This international trade fair has always been a great platform to gain an insight into various trends and spot new and exciting products that will become best sellers in the year ahead. As an example of how the trade fair is shaping up this year, in 2021 the trade fair took an important step towards normality post pandemic with a small but well curated Special Edition. In 2022, the focus will be on Europe, parts of Asia and selected regions such as North and South America. Thirty-five countries are already represented among the exhibitors. Most important for Kind + Jugend Director Jörg Schmale, however, is the trade fair’s focus on high-quality products for babies and toddlers: “In addition to its international component, the strength of Kind + Jugend is the premium level of its line-up. Parents want to raise their children more and more with sustainable products. This desire is addressed by manufacturers in several different ways and presented to the trade public at Kind + Jugend. This is and continues to be the unique brand essence of Kind + Jugend.” What’s more, after a two-year break, this year visitors will experience first-hand as the results of the coveted Innovation Awards are announced. A jury comprised of trade journalists (of which Nursery Today is one), healthcare experts and industry consultants have selected the top innovations, which will be showcased at the trade fair in an attractive special presentation in The Trend Forum as well

as online. In addition to the existing eight product categories, an award for sustainable products – World of Sustainability Kids – will be presented this year for the first time. Once again, Kind + Jugend will feature a start-up area where young international companies will be exhibiting. enabling newcomers to test the international market with an innovative product idea at Kind + Jugend by showcasing their product in an attractive pavilion together with other young companies. A further attraction for visitors will be The Trend Forum which offers all trade fair participants the opportunity to obtain first-hand information about trends and directions in their industry. The diverse stage programme will feature international experts from market research and specialists, who will talk about current trends and visionary approaches from different perspectives. Presentations on best practices and tips for business success both online and offline are also planned. And for all those who would like to party and unwind after a successful day in the show halls – it’s back, this year we will also see the return of the After Seven event. This event will take place on Friday 9th September from 6.30pm in the pleasant atmosphere of the Rheinterrassen in Cologne. Purchased tickets include freshly tapped Kölsch beer, a delicious buffet, a good atmosphere, lots of music (DJ) and a spectacular view of the Rhine and Cologne Cathedral. There will also be a complimentary shuttle bus service between 6pm and 2am from the East Entrance of Kind + Jugend with return shuttle buses from Rheinterrassen. To book your ticket simply visit the website.

www.kindundjugend.com Images: Kind + Jugend Re-START edition 2021

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www.enesco.co.uk

ENESCO LIMITED, Brunthill Road, Kingstown, Carlisle, Cumbria, England, CA3 0EN. UK Customer Services Telephone: 01228 404022 Email: uksales@enesco.co.uk Overseas Customer Services Telephone: +44 1228 404066 Email: eurosales@enesco.co.uk

Preview KIND + JUGEND

Nursery Today took time to catch up with Jörg Schmale, Director of Kind + Jugend prior to the show doors opening. What’s new and what are the expectations of the 2022 event? As the first show after the Re-START Edition, what are your aspirations for this year’s event? We are looking forward to Kind + Jugend with a good dose of optimism. Around 500 companies from 40 countries are exhibiting this year, including many well-known manufacturers and brands, but of course also the important smaller and mediumsized companies with their varied product ranges. 85 percent of the exhibitors are not from Germany. British companies are also represented, which makes us very happy.

What can visitors expect by visiting K&J 2022? The number and composition of the exhibitors offers the buying trade an outstanding information and ordering platform. The range of products is varied, international and, above all, of a very high quality. This is an important aspect of Kind + Jugend. Cologne is primarily about high-quality, sustainable and long-lasting products and concepts. They are attractive and strengthen the retail and wholesale trade. Products that last more than just one season, that have certain safety qualities or are deliberately sustainable also play a major role in online retailing. A great many manufacturers have something to contribute to all these themes. For buyers, Kind + Jugend is therefore once again a treasure trove of products this year, which they can finally touch and try out again. They can ask all their questions in personal talks with the suppliers. The industry is very much looking forward to finally meeting old and new customers face-to-face again and testing products live.

Has the event experienced a good level of visitors pre-registering for the event this year? Here, too, we are confident; pre-registration has started very well. In addition, the exhibitors are also targeting their customers and inviting them.

What has been the largest challenge for K&J this year? Basically, we received a lot of positive feedback from our customers. However, many manufacturers expressed great concern about the ongoing pandemic, especially around the turn of the year. The war in Ukraine has further fuelled uncertainty at all levels. Despite the problematic general conditions, however, we managed to put on a substantial Kind + Jugend. I think this is a good signal for the entire industry.

Do you feel you have a particular 50

nursery today

achievement that you can share with our readers? We are very pleased that we were able to bring this excellent exhibitor presence to Kind + Jugend. We have also further developed some digital features, such as our app. The networking function, for example, allows exhibitors to network even better with customers by scanning the visitor’s badge with their mobile phone and then having all the released information directly on their smartphone. Of course, the reverse is also true for visitors.

Are there any show restrictions in place post the Covid pandemic that visitors should be aware of? Kind + Jugend is not subject to any restrictions that influence the course of the fair. However, we have derived some important learning processes from the post-Covid situation. For example, there are now only online tickets - for exhibitors as well as for visitors or media representatives. On-site box office sales, e.g. of visitor tickets, no longer exist. This has many advantages, for example no waiting times and easy preparation for the trade fair visit. Koelnmesse also recommends that visitors enter the trade fair grounds vaccinated, recovered or tested. And we are keeping an eye on the current situation as a whole.

Will there be show segments that are new or returning this year that you would like to bring to the attention of visitors? We are very pleased that we were able to win back numerous exhibitors in our core segment of prams and child seats, and the children’s fashion segment has also increased significantly once again. In addition, we have taken another close look at the Kind + Jugend event programme and have streamlined it for the coming fair. Thus, there will again be the special show and also the award ceremony for the “Innovation Award” and a very compact lecture programme on the stage of the Trend Forum. Topics here are trends, online marketing and sustainability.

The Innovation Awards are set to return this year, with some great new and innovative products having entered for these prestigious awards. Why are these important to our industry and the show? We received around 80 applications from 22 countries for this year’s Innovation Award. That is a very good result. And we are now very much looking forward to the jury’s vote, which will be announced on the first day of the fair. All nominated

products will be shown in the special show. After all, the Innovation Award has gained high recognition and acceptance in the industry since its introduction in 2005, which is not least due to the fact that the jury consists of industry experts, including trade journalists from Nursery Today, with great and valuable expertise. As the demand for sustainable products in the world of babies and toddlers in particular has been steadily increasing in recent years, we felt the time was right to offer a separate award category for this important product group. It is called “World of Sustainability” and will shine a special spotlight on the topic of sustainability.

Have you experienced a number of first-time exhibitors this year? Do you feel that these companies bring a newness of products to the show? With the Start-Up Area and the joint stand of young, innovative companies - an initiative of the German Ministry of Economics - we have two presentation platforms geared to newcomers that are certainly worth visiting. In addition, about a quarter of the exhibitors regularly use the fair as a testing ground to find out whether their products will last in the market. This also applies to this year’s event.

Is K&J a good event to spot new and upcoming trends within our industry? One of the most important reasons for the industry to come together in Cologne is trend scouting. Many different players from different countries meet here. Nowhere else do you get such a comprehensive overview in such a short time and at the same time you can immediately contact the supplier. In addition, the special show “Innovation Award” and the lectures at the Trend Forum provide orientation and new impulses. The entire Kind + Jugend information package is unique.

Finally, will you be running any online activity throughout the duration of the show that retailers/buyers can tap into as a resource? There will be no digital Kind + Jugend this year. The interest in the digital platform we offered last year was simply not big enough to do something similar again this year. However, we want to keep an eye on the topic and possibly tackle it again at a later date.

Polyurethane foam for COMFORT

Steel frame for SAFETY

Softness video

Wellness and safety for children Ease of use and peace of mind for parents

Space as model

The SOFTNESS® technology is for the most part derived from spatial and aeronautical research. The severe factors that constrain pilots and astronauts are the basis of original state-of-the-art solutions to ensure their life on board and above all their safety. Our R&D engineers drew inspiration from these investigations, as well as from studies conducted by the automotive industry in terms of passive safety and in particular shocks absorption, to design and bring out the SOFTNESS® technology. Made from a robust steel frame topped with an injection of polyurethane foam which makes it its signature, SOFTNESS® guarantees the highest level of safety while travelling by car.

"Made in France" patented comfort

The research for safety but also for comfort has always been one of the driving forces behind innovation at Renolux, which is highly concerned with children's wellness. The SOFTNESS® technology, patented by Renolux, guarantees not only unique welcome and softness of the seat, but also ergonomics adapted to the morphology of the children, allowing them to always be well held. The high quality and careful finishing of the SOFTNESS® car seats are ensured by a made in France manufacture.

Renolux is looking for new partners based in the UK. Our warehouses, based in various locations, are ready to deliver products to you, whether you are retailer, stockist, distributor. Do not hesitate to contact us for more information. We will also be happy to welcome you at Kind + Jugen in Koeln (Germany) : the leading international trade fair for high-quality baby and toddler products.

Hall 10.2 Booth E-019 Olivier LOPEZ - Export Sales Manager Olivier.LOPEZ@renolux.fr / +33 6 07 43 33 14

Respect for the biological cycle

Sleep is an essential factor in the development and growth of children. Nothing must disrupt it, not even a car journey. Thanks to SOFTNESS®, kid feels immediately like in a real cocoon, which fully respects his balance. The trip becomes more serene and the whole family benefits until arrival.

Made in Charvieu

www.renolux.fr Discover our new amazing product :

129 i-size R-

focus focus Preview KINDSLEEP + JUGEND TIME

Growing portolio Newness from

of products

Tutti Bambini Hall 10.1: Stand C-020 - D-021

Stepping into Autumn with excitement as Tutti Bambini is returning to Kind + Jugend with a fantastic selection of classic best-sellers as well a new product launches to steal eyes. Stand visitors will be able to explore the brand’s latest nursery furniture collections, their internationally recognised range of CoZee cribs and travel cots, the Nova Highchair and more. The full CoZee range will be on display so visitors can learn about all the different models and features, and get introduced to the latest arrivals at the same time. Definitely one to stop by at this year’s show!

www.tuttibambini.com

Visit Enesco to view

Hall 11.2, Stand F041

Bibado are an award-winning UK baby brand on a mission to make a positive difference for little ones and their parents at mealtimes. Their easy-wipe, 100% waterproof stain-resistant Coveralls are already a favourite with 1 in 7 weaning families in the UK. The growing portfolio of Bibado products really do set little mouths up for feeding success. From their game-changing ‘no-drop’ Handi Cutlery which attaches directly onto the Coveralls, to the innovative two-handed Dippit, each product is packed with features to support little ones development and confidence at mealtimes. Meet the Bibado in Hall 11.2, Stand F041.

www.bibado.co.uk

new collections Hall: 10.1, Stand B030

Enesco launches new Flopsy Baby Collection from The World of Peter Rabbit Following its hugely successful, multi-awarding winning Peter Rabbit Baby Collection, created under license from Penguin Ventures, Enesco is hopping with glee to announce the launch of a subcollection, featuring everyone’s favourite bob-tailed bunny’s little sister, Flopsy. The new Flopsy Baby Collection, which will launch during the 120th birthday celebrations of Peter Rabbit this year, takes inspiration from the original illustrations of Beatrix Potter’s classic tales, featuring the little rabbit with her iconic red cape and wicker basket. Following the same ‘Come Rain or Shine’ pattern print as seen across the Peter Rabbit Baby Collection, this iteration has been given a slight update to include splashes of blushes, peach tones and shades of green, off-set against a cool grey background and trimmings of rosy pinks, to help make the colour of Flopsy’s cape really pop. Available to buy within the Flopsy Baby Collection are a Baby Blanket, Muslin Squares (Set of Three), Bibs (Set of Three), Soother Holder, Hooded Towel, Insulated Bottle Bag, Changing Mat, and a Pram Organiser. With items retailing with an SRP of £9.95 upwards, pieces from the Flopsy Baby Collection make a lovely gift for expectant parents or as a paw-fect self-purchase for mummies and daddies to-be who love the classic timelessness of the Beatrix Potter brand. While all items coordinate beautifully together and are simply beautiful for a little baby girl, they contrast equally well with the cool blue tones of the original Peter Rabbit Baby Collection, helping to add to the buildability of the range for your customers.

www.enesco.co.uk 52

nursery today

Preview KIND + JUGEND

Eco-credentials Hall 11.2, Stand: G015

Award winning nappy designs with TotsBots TotsBots mission is to make the best reusable nappies in the world, in the kindest way possible to our planet, inspiring and enabling parents to reduce their waste and make choices that have a positive impact for the future, for all of our children. Designed and manufactured in Scotland since 2001, their award-winning nappy designs are made using recycled plastic bottles and Oekotex 100 fabrics. To find out how to become a stockist and join the growing number of retailers offering reusable nappies to meet the growing consumer demand, visit them on stand G-015

victoria.hallam@totsbots.com

In car safety with

5 Point Plus Hall 10.2, Stand: E039

Anti-escape system suitable from six months to four years. The issue with child car seats is that, even with a correctly fitted harness, a toddlers can easily push their arms under the harness straps. Once a child has removed the shoulder straps from their shoulders, the toddler can more easily distract the driver just at the point the car seat would be ineffective in the event of an accident. The 5 Point Plus Anti-Escape System simply fills in the gap under the harness straps that the child exploits to push their hand through. This simple award-winning solution enables the child car seat to do its job and keep the occupant safe in the event of a collision. Pop onto their stand at K&J to meet the friendly team and find out more.

info@5pointplus.com www.5pointplus.com

Visit Clippasafe for Trusted

One-Stop Safety Solutions Hall 10.2, Stand D051

Child safety experts Clippasafe have led the way with their innovations for protecting children for over sixty years and will once again be showcasing their range of indispensable safety and convenience products for busy parents, at Kind + Jugend. From their ever-popular signature Harnesses and Reins sets to trusted Safety Gates, Cupboard Locks and Latches and even cleverly designed Stroller and Car Accessories for out and about, Clippasafe has it all. Clippasafe Managing Director Roger Cheetham said: “Our range has continued to grow over the years, to meet the demands of busy, modern parents. As well as updating our signature safety range and adding a Premium+ line, we’ve also added many more products to our convenience range, to make parents lives that little bit easier.” The British brand has made it a priority to listen to parents and deliver quality, convenience and great customer service that keeps generations coming back for their trusted products that keep babies and young children safe.

Tel. +44 115 9211 899 54

nursery today

www.clippasafe.co.uk

Unique gum and dentalcare products Hall 11.2, Stand D021

Brush-Baby will be featuring its unique range of gum and dental-care products for 0-10 year olds. Providing gum cleaning, teething, and toothbrushing solutions for the key stages of a child’s dental development. From preparations for first tooth arrival, to its eventual loss, and every stage in between, Brush-Baby products are specifically designed and developed for little ones’ different (and discerning!) needs. DentalWipes for babies, off-the-shelf teething solutions including TeethingWipes, Teethers and Teething Toothpastes, to ‘first’ manual and electric toothbrushes for babies and toddlers, graduating to character electric toothbrushes with integrated lights, timers and flossing bristles, encouraging regular toothbrushing, including the latest addition the WildOnes - a range of 9 animal character usb rechargeable electric toothbrushes.

marian@brushbaby.co.uk

The best cocoon after yours!

Preview KIND + JUGEND

Hall 10.2, Stand E019

Renolux introduces GAÏA, the brand new RF car seat from Softness collection, made in France. Come to stand E019 to test its unparalleled double comfort! As a manufacturer specialist in safe and comfortable car seats, Renolux is launching a new product at Kind+Jugend. They have developed this R129 (40-105 cm) car seat with safety in mind, as it can be used Rear Facing up to 105 cm, and with the child’s comfort in mind, by devising an ingenious sliding depth adjustment to offer extra legroom, truly suitable for up to 105 cm / approx. 4 years old kids. It benefits from their patented technology which is a unique manufacturing process of their Softness car seats that are made of a high-strength steel frame topped with a very comfortable high density polyurethane foam. In addition, Gaïa comes with many features (swivelling, adjustable, reclining). So be sure to visit them at Stand E-019 to discover all possibilities and more of Gaïa. For more information or booking an appointment, please email Olivier.LOPEZ@renolux.fr www.renolux.fr www.softness-by-renolux.com/en/

retailer opinion Nursery Today caught up with Little Gems Baby Stores owner, Darran Neal, to find out how the business has found trading since the start of the year. We are now over halfway through 2022, as a business what has been your largest challenge?

We have found this year very strange while opening our new three-story shop to experience the added burden of all the costs of doing so going ‘through the roof’. Naturally, this has also been added to with the everyday strain of the cost of food, fuel, gas and electric – which are all also sky high.

Boris Johnson and Brexit put the prices up even further but with no real support/money to cover the cost to everyday people, therefore consumers are shopping savvy.

All we can do is smile, give good customer service, have lots of the larger products on display and offer a white glove service.

With the continual strain on household budgets, have you found that your customers have altered the way they shop for nursery products?

People have altered the way they shop for nursery products, but in a good way. They seem to like a one stop shop instead of going from shop to shop to see who has got what they are looking for. Having 12 nursery sets on our shop floor has help immensely and also being a flag ship store to some of the best-selling nursery products in the UK.

Are you running any specific promotions or campaigns over the coming months either in-store or via your website?

The Promo we are running at the moment is going very well. If a consumer purchases a Nursey set of 3 they get a free mattress and free delivery on certain products. Local Radio is also working great for us to engage consumers with promotions

that we are running at any point in time. We also have received great help from Cybex, BabyStyle, Cosatto and Miniuno with regards to social media - so A BIG thank you to them from us here at Little Gems!

Do you feel you are receiving adequate support from your suppliers at present?

The amount of support we are getting has been overwhelming from all of our suppliers, but I would like to give a massive shout out to Cybex (Mr Luke Burns and Dominic Goodwin) - thank you for everything you have done for us – it certainly hasn’t gone unnoticed!

How are you finding stock management and supply of product, is this causing you any problems?

At present we aren’t seeing any problems with stock management. The great news is that we are currently experiencing everything coming through fast, however, transport and delivery timing is starting to be an issue with us receiving text messages at 7.15am on the day of delivery stating they will be with us at 8.00 9am. Of course, that would be ideal if you open at 8am but as a store we open at 10am and we might require a little more notice to ensure we are on site to ensure safe receipt of product.

How are you utilising social media to support consumer awareness of your business?

Social media is key, there are a few that have got it right but we are still a work in progress. Being of a certain age makes it harder for myself personally, but that said, the support we are getting from manufactures has been second to none. nursery today

Feature MEET THE PRS

In good

hands

Getting your news out into the world can sometimes prove quite a tricky business with an endless list of pressing things to do. Fear not, as a trade sector Nursery has the perfect PR companies at your disposal. They know and understand our industry and take the pressure off and can do all your promotion for you. From contacting the necessary press to marketing online, here is a selection of good PR companies who know exactly who and how to get your news, deals, offers and promotions read by the right people, something that will only help you and your sales succeed. Image source pexels.com

Brand Friendly and building PR specialists

Vista delivers editorial coverage, strategic planning, creative concepts, social media management and digital advertising for family brands. Celebrating its 10th year working solely in the family market, the team at Vista leverage exceptional market awareness, consumer insights, media and business contacts to bring value to every client relationship. Vista prides itself on first class delivery and measurement and designed an operational framework around the needs of the client. The team combines in-house experience with director level global agency expertise to deliver a unique, always on and highly integrated service – proudly having worked with Start-Rite Shoes for 10 years.

Luisa Svensson, Trade & Consumer Marketing Manager Graco UK comments: ‘Vista are a highly valued member of our team.’ Ali Jackson, Head of Marketing, Micro Scooters: ‘I just thought wow this is great!’ Phil Howe, Country Manager UK & Ire Peg Perego: ‘They are a constant stream of new ideas to support sales.’ For more information or to discuss how Vista can assist, contact Jane Pavia-Davis on the below.

jpd@vistapublicrelations.com 56

nursery today

approachable bumpPR is an award-winning boutique agency that specialises in family brands; offering a range of services tailored to suit individual company objectives and budget.

With over 12 years experience, bumpPR has become renowned within the nursery and preschool sectors for being a truly hardworking and passionate PR team – it’s clear they love what they do. Whether you would like a little bit of direction in your first year via some consultancy with the agency’s founder, you’re looking for a small to medium sized project to generate a bit of exposure, or you need retained services to secure regular activity and results – bumpPR can help. Every client is made to feel important, with each tailor-made PR package delivered with care and attention to detail. Nothing is ever too much for the team, who will go the extra mile to make sure each and every client is happy! The agency has garnered a portfolio bursting with some truly iconic brands, including Medela, Snüz, The Little Green Sheep, Kit & Kin, Sweet Dreamers and Polarn O. Pyret, to name just a few. bumpPR prides itself on having long-standing relationships with many of its clients, having represented some for over a decade, showing life truly is a beach, with bumpPR!

01462 613 002 www.bumppr.co.uk

Proven track

record

Azaria – Media. Influencers. Social. Digital. All your marketing needs under one roof. Azaria is the UK’s leading family specialist PR and digital marketing agency. With a proven track record, Azaria helps build brands and drives sales through targeted multi-platform campaigns. Well known amongst the media, influencers and celebrities, it is the go-to agency for all-things family. Its client portfolio spans big and small including Maxi-Cosi, Beaba, Angelcare, Baby Central and Natal Active, to name but a few. From strategy to content to execution, Azaria handles it all. With years of experience its expertise includes: ■ ■ ■ ■

Media relations Product launches Celebrities & influencers Social creative content and advertising

■ ■ ■ ■ ■

Digital media content & advertising Awards Sampling Brand & expert partnerships Product placements

…and much more. Clients can take advantage of Azaria’s comprehensive influencer database, which combines data-driven insights and innovative tactics to produce meaningful relationships between brands and creators. Whilst its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fully-rounded campaigns that drive web traffic and product sales. Their annual Family Report reveals current UK trends and market insight, confirming Azaria has the knowledge behind its expertise to deliver truly excellent results.

01604 217 000 | hello@azariapr.co.uk www.azariapr.co.uk

new! Ultimate

sleep solution Introducing the ultimate sleep solution for newborns, Graco’s new Side-by-Side portable bedside bassinet. This stand-alone crib is unlike many bassinets on the market because it is purposely designed to be portable. The instant one-handed, one-action fold can be activated from either side of the crib - making it quick and easy to pop up and collapse time after time. What’s more, the compact, lie-flat fold makes it easier than ever to manoeuvre around the home, when travelling, and stowing away. Set at the optimum height to keep baby close by at night, the vented easy-view mesh panels for improved airflow also offer peace of mind that baby is kept in sight. Adding further value, the Side-by-Side can transform into a travel-sized infant bed by simply removing the lower legs to become a portable cot that packs up perfectly. Further convenient touches are also considered to help the early days of parenthood from the large storage basket underneath for keeping essential supplies within easy reach, a removable quilted padded mattress, and a carry bag for no-fuss travel and storage.

uksales@allisonbaby.co.uk

Sponsored by

The brand that parents trust www.clippasafe.co.uk

Dive into summer Introducing Splash About’s floating Pufferfish. The perfect soft, tactile water toys for the pool or bath time; babies can grab, throw, play and safely chew this cute toy! Pufferfish from Splash About are suitable from 10+ months and are purposefully designed without an air hole so that water can’t enter the toy and create a build-up of unhealthy black mould. The natural silicone rubber and food grade paint means the Pufferfish are free from toxins and safe for babies who like to explore everything with their mouths! The Pufferfish’s soft, squidgy texture and eye-catching bright blue, orange and purple colours are designed to stimulate baby’s senses. Their shape is easy for little fingers to hold, and the nodules will relieve sore gums for teething babies. Great for simple games in the water such as Peek-a-Boo or to encourage creative play to develop cognitive skills.

www.splashabout.com nursery today

BPA

notice board Help to lobby the government to remove baby products from Fire

Retardancy Regulations

Robert Anslow M anaging Director

If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

www.b-p-a.org

nursery today

Towards the end of 2009 the Department for Business, Innovation & Skills (BIS) announced that the Furniture and Furnishings (Fire) (Safety) Regulations 1988 would be revised and the first stakeholder event to kick-off the work was held in 2010. Fast forward 12 years and BIS has become the Office for Business, Energy and Industrial Strategy (BEIS); a new department has been created called the Office for Product Safety and Standards (OPSS) — and, frustratingly, the revision is no closer to completion. The Baby Products Association has been campaigning since before the revision was announced to have baby products removed from scope. Since the revision was announced, each Minister has assured us that this will be reviewed during the revision and the 2016 draft of the new Regulations actually excluded them, but like all previous attempts, this revision stalled. It took two and a half years to publish the consultation responses and this work was subsequently abandoned. In 2019 the Environmental Audit Committee conducted an inquiry into Toxic Chemicals in Everyday Life and concluded that baby products should immediately be removed from the scope of the current regulations. The Minister assured the Committee that this would be reviewed during the current revision but we are still waiting and in the meantime, nothing has changed. A new approach to the Regulations has been adopted and they are to contain only the scope and essential safety requirements, underpinned by

safety standards developed by BSI. The new draft Regulations were to be published for consultation by the end of Q2 of 2022, but have been delayed again, with the new deadline of Autumn 2022 suggested. The BSI Committee responsible for developing the safety standards cannot develop any until it knows what is in scope and so further delays are a certainty. The Baby Products Association now calls time on the process, which has no guarantee of success, even if the consultation draft meets its new, later deadline. What if it’s another two and a half years before the consultation responses are addressed and published? It’s proven to be a contentious subject and although OPSS has expressed a desire to reduce the amount of flame retardant chemicals, there will be resistance from wealthy flame retardant manufacturers that will undoubtedly influence progress. We urge all businesses to write to the Rt Hon Kwasi Kwarteng MP, Secretary of State at the Department of Business, Energy and Industrial Strategy at House of Commons, London, SW1A 0AA or email kwasi. kwarteng.mp@parliament.uk urging him to finally see sense and remove baby products from the scope of these Regulations, rather than relying on a revision that has so far taken 12 years with no guarantee of success. The Baby Products Association has drafted a letter and is happy to share with both members and non-members for the good of the industry, which you can personalise and amend as you see fit. Please email julie@b-p-a.org for a copy and make sure that Mr Kwarteng has plenty to keep him busy when he returns from summer recess.

Do you have a great

product idea? The deadline to enter the Baby Products Association’s 2022 Concept & Innovation Awards is fast approaching and both companies and individuals have until 16th August to submit their entries. The Concept & Innovation Awards are free to enter and encourage product innovation in the nursery industry. Many past finalist and winners found the Award to be a valuable stepping stone to getting their product idea to market, receiving support and advice from industry colleagues. One such case is Lesley Cartwright-Taylor who won the Concept & Innovation Award in 2016 for KiddieRail – a child sized handrail for staircases. Lesley is excited to be exhibiting her product for the first time at Harrogate International Nursery Fair this year and explains: “After winning the Innovation Award, I needed help to develop and market the product. Initially I worked with someone who had manufacturing facilities in China and a wide network of distributors. However, timing was bad. Events such as Brexit, tariffs imposed on certain goods from China into the USA; the UK election; then Covid all combined to make progress very slow. Each year, I became increasingly dispirited and it was a struggle. Finally, serendipity stepped and I met someone at Cardea Solutions in the UK who was interested in taking on KiddieRail as it complemented his portfolio of safety products. Furthermore, the company would manufacture in the UK — something I always aspired to. KiddieRail was finally ready for launch nine months from signing contracts. I was delighted to work with such a professional team and we launched the product at the end of 2021.”

However, things are not always plain sailing and there are often risks involved in getting the product to the next stage. Dorota Dyk, who was a finalist in 2019 with her product Medapti, has had a rollercoaster ride trying to get her product to market, but explains that sometimes ‘failure’ makes you stronger. “Since the amazing experience of participating in the Concept & Innovation Awards, Medapti went into a manufacturing stage. Unfortunately, the decision to outsource the mould from an independent tool maker, rather than through the manufacturer was the wrong decision. Once the tooling arrived at the manufacturer, it turned out to be faulty and unrepairable. “However, whilst this has been a major setback, I’m not giving up and am now taking Medapti down the licensing route instead. I am also using my experience of ‘failure’ to inspire and empower others to take risks and chase their dreams. Although things with my product invention did not work out the way I planned, it has been an incredible journey. I don’t think we talk enough about the other side of failure. Regardless of the outcome, the experience gained, and the people met make the risk worth taking. Consider setbacks as learnings and they make you stronger and encourage you to think of new solutions and open doors to new opportunities.” If you would like to enter the 2022 Concept & Innovation Awards, visit the Awards page on the Association’s website at www.b-p-a.org and download the entry form.

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Wholesale

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Nursery Today August 2022

Articles inside

Allison Baby

Barking Mad

FanFinders

Green Sheep Group

Etopia

Feeding