Page 1

For more information please contact



contents Re g ul a r s the team Editor Penny Franks

38 41

Ad Manager


Christine Contreras



apshot Supplier Sn cts New Produ roducts The Baby P


Barking Mad This issue John Barker takes a look at Black Friday and Cyber Monday - what can we learn?



Paul Naish

Rainbow Designs As Christmas fast approaches, Anthony Temple, Managing Director of Rainbow Designs, looks at the year-round gifting opportunities for nursery retailers


Design Production Director

Gro Rob Pascoe, Gro’s Head of Global Category, takes a look back at 2018

file Retailer Pro p Talking Sho


Contributors 6




Ross Hewitt How can you benefit from looking at your social media activity during 2018 to start your plan for 2019? Ross takes a look

Publisher Mark Naish


Insights People Jenny Kieras looks at why Click & Collect is the perfect combination for this generation of parents

Managing Director Malcolm Naish


Circulation Robert Thomas


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

Intelligent Retail David explains why your business needs SEO

Features 18

Car Seats & Accessories


Pacifiers & Soothers


Consumer Awards 2018


Mother & Baby Awards 2019


Introducing the new Tiny Tatty Teddy range by BreathableBaby, featuring the adorable grey bear. Tiny Tatty Teddy is the perfect choice for a gift for both boys and girls

For further information, please contact


Be part of the bigger picture ...

24 - 26 March 2019

Harrogate Convention Centre, North Yorkshire

Give buyers a choice and a need to visit New Products Showcase feature now booking! Tel: 01902 880906 / 882280 Email: HINF DEC 2019 ADVERT NT - DRAFT 2.indd 1

07/12/2018 12:20:05

editor’s letter Twitter: @nurserytodaymag

elcome to our December issue, where I can officially say Merry Christmas to one and all! I’m normally a massive Bah Humbug, but this year I’m feeling extremely festive (aided hugely by the number of festive films I’ve watched on Netflix!). The only problem is that I’ve been so engrossed in watching films on the small screen, that at the time of penning this I’ve done zero Christmas shopping, meaning that I’ll be heading out in a mad panic to grab party food and presents to place under the tree! It’s at times such as these I do askk myself why I don’t get more involved in Black Friday or Cyber Monday? The wds answer: I’m not a huge fan of manic crowds vying for the ‘supposed’ deal of the year and I’m not much of an online shopper (call me old fashioned). I enjoy walking the aisles at leisure oooing and ahhhing over all the items that have been cleverly laid out on display ready to tempt my purse out of my handbag - which is exactly what is about to happen! As an industry, nursery isn’t viewed as a ‘seasonal’ trade when it comes to customers. However, that said, this time of year is a great opportunity to get out the tinsel, make


Looking for car seats? Take a look at our feature starting on page 18.

Going for Gold! Turn to page 56.

your shop windows festive and start to entice gift buyers into your stores. Whether it’s friends of the family buying a lovely ‘plush’ item, toy, comforter, keepsake or clothing this is a great opportunity to really push a variety of product categories in-store. Taking a look at this issue we bring you a great car seat feature - simply turn to page 18 where you will find a host of products that are ready and available, all complying with current standards, to offer as selections to your customers. pro This product category continue to evolve, but continues are we sending o a universal out m message as an in industry, or is th still there co confusion sur surrounding i-Si and R44 i-Size ru running co concurrently? O mini Our consumer survey this month illustrates that out of those surveyed, nearly half are confused by current legislation and don’t have a good understanding of i-Size. What alarmed me more however was that nearly 65% didn’t have their seats professionally fitted and more than 40% didn’t receive a demonstration. Our cover this month features Chicco. 2018 has been an incredibly busy year at Chicco, which also saw the company celebrate their 60th anniversary. Turn to page 10 where their Managing Director, Mitch Levene, discusses the highlights of 2018 and what’s in store for Chicco in 2019. At the end of November the industry came together for the coveted Mother & Baby 2019 awards - a huge congratulations to all the winners across bronze, silver and

of course the much longed for gold status. The event took place last month at a prestigious venue in London and was attended by key industry professionals. We bring you a round-up of all the winners in this issue together with products that you will find of interest that will soon proudly be displaying M&B awards logo on their packaging and on their websites - a fantastic coup as this is one that is recognised by the consumer, therefore gaining further brand trust by parents. You can find out more by turning to page 56. Finally, it may feel an age away but if this year is anything to go by, now is the time to take a look at Harrogate Nursery Fair, which is gaining momentum. The show organisers are delighted to announce the return of more major brands in 2019. Among those exhibiting you will find BabyStyle, Bebecar, Hauck, Joie, Nuna, Graco, Obaby, CuddleCo, Mee-go, Peg Perego, Redkite, Venicci, Slumberland, Shnuggle and Laessig, If you are a company and you haven’t already secured your space get in touch today with Adrian Sneyd to discuss your options. Telephone 01902 880906 or email

nursery today


What a year that was! This issue, Rob Pascoe, Gro’s Head of Global Category, takes a look back at 2018.


ow, what a year 2018 has been. At The Gro Company we have seen exciting changes within our own business. Our acquisition by The Mayborn Group early in 2018 has provided new opportunities for us including distribution, additional resource, investment in new products and the prospect of bringing the Gro range to an even wider audience. Incorporating new ways of working shines a light on existing methods and has been a valuable learning experience; helping us appreciate what we have achieved as a company and bringing excitement for the possibilities ahead. Throughout the year we have been introducing new products to parents. The Grobath range has been fantastically received by parents. The release of new products is a great opportunity for us to try new creative concepts and identify new audiences. We’ve seen great results from our influencer programme which has helped support new releases this year, creating ‘buzz’ and demand for the range. Awareness of our own brand on Instagram rose by 20% this year,* this kind of growth has increased the importance of having strong visuals available to support retailers as they develop in this space. The expansion of our in-house photo and video studio has helped us respond to this demand. Always looking to connect and engage our audience with new product the Groromper was introduced to parents and toddlers through a partnership with Gymboree, providing yoga workshops up and down the country to help toddlers work off some energy before easing them into a bedtime routine. Experiential marketing like this creates a positive relationship introducing consumers to the product in a fun and immersive way and providing us with great assets to promote the benefits of the product. When looking back over the year what really jumps out is the many new experiences that we have undertaken. Each year seems to pass quicker than the last so it’s good to take a moment to reflect on what has been achieved in the previous 12 months. A successful year for us we have seen the introduction of great new products, the winning of Parenting Brand of the Year at the Made for Mums awards and multiple TV appearances for our products including coverage on ‘This Morning’ to coincide with the birth of the Royal Baby. Throughout the year we have continued to focus on the quality, safety and trust in the products that parents have in our existing range while always looking to innovate; bringing parents better, safer products and helping to make parenting easier for them. *Source – 1143 respondents to 2018 product survey via social media parenting partners.


nursery today

news Baby come back! Like the 70s hit Baby Come Back by the Players – trying to forget about Harrogate International Nursery Fair is a proving a ‘waste of time’ for baby products suppliers and the show is delighted to welcome the return of more major brands in 2019. Laessig last exhibited in 2014 and will be showing its beautiful baby bags; whilst CuddleCo returns after a two-year break, joining the likes of Obaby with its range of cots, furniture and wheeled goods; and Mee-go presenting Uni-Love as another new brand in its portfolio. Adrian Sneyd, show organiser, comments: “We are delighted that so many brands, which previously formed a big part of the show, have decided to return. We have been in a ‘chicken and egg’ situation in previous years with some brands staying away because they felt that could better target retailers elsewhere; and retailers complaining that they could no longer see their favourite brands at the show. “Harrogate is the only UK trade show and in difficult economic times provides an extremely cost-effective platform for retailers and suppliers to meet and discuss business under one roof. With major brands returning in 2019, more retailers will also be encouraged to come to the show – ticking the boxes for everyone involved.” If your company has also decided that it ‘just can’t live without’ Harrogate, get in touch today to discuss options – and if you have a fabulous new product launching at the show for the first time, don’t forget to reserve yours spot in the New Product Showcase. More information and booking forms are available on the website at www. – or if you would like to discuss with Adrian, call him on 01902 880906 or email:

Next take on Hippychick!

Hippychick are extremely proud to be working with Next as one of their brand new suppliers. During the busiest shopping season of the year, Next have officially begun stocking some of Hippychicks bestselling lines such as Moover, Nattou Rockers and Classic World. “We are thrilled to be a new supplier to a major high street brand such as Next. We are very excited to be supplying Next in time for Christmas and cannot wait to see what 2019 has to bring” – Sales Director, Jeremy Minchin. For more information about becoming a Hippychick stockist, contact Mike Bird on 01278 434440 or

Celebrity status BeSafe Infant Carriers have been chosen by the latest celebrities to protect their new babes. Both Mario Falcone and Lillie Lexie chose the BeSafe iZi Go Modular in Car Interior as part of the 0-4yrs BeSafe Modular system. Mario Falcone (30) from ‘TOWIE’ and Celebrity Big Brother recently celebrated the birth of son Parker-Jaz with partner Becky Miesner. Lillie Lexie (26) from ‘Ex on the beach’ and Celebrity Big Brother had a baby boy named Cruze Joshua in October with footballer Josh McEachran. Together with almost 2,500,000 followers this all increases the brand awareness and sales for your BeSafe car seats. Web:

Allison Baby UK signs exciting agreement Allison Baby UK LTD, the holding company of Joie & Nuna UK, have joined forces with and signed a long-term licensing agreement with Graco Europe relating to the sales and distribution of baby and child products under the Graco brand. The deal went live recently. Graco, a worldwide baby gear company, with 60 years’ experience and presence in the market, has provided thoughtful, practical and dependable parenting solutions to generations of families. Bringing new life to Graco with its transition, they aim to create a step change through new passion, people, products and fashions. Allison Baby UK & Ireland’s Managing Director David Welsh, commented; “It’s a really exciting time for Allison Baby, with the addition of Graco to our family. Graco with its heritage and brand recognition, adds strength and compliments our already strong portfolio with Joie & Nuna. A great value brand, with exceptional quality and a strong product range. We want to maintain and grow our market positioning in the UK, and with Graco we can do just that.” If you want to know more about Graco’s new journey please contact the following:-

Space Saving Drying Rack A compact design that makes a big impact

Tel: 01889 808 900 Email:

Summer Infant get into the Christmas Spirit

Following the success of Summer Infant’s online Christmas advent calendar last year, the brand is set to re-launch this again for 2018. Offering daily prizes and special offers Summer Infant will be encouraging customers to get into the festive spirit and countdown to Christmas together. Summer Infant have also teamed up with other complimentary brands to run enticing competitions and will be supporting the activity through its social channels to maximise awareness and engagement over the festive period. To find out more visit or call 01442 505000.

LittleLife scoops top German Design Award LittleLife receives “Winner” award at the coveted 2019 German Design Awards by the German Design Council, in Best Baby and Child Care category for Excellent Product Design. The Ranger S2 Child Carrier stood out in the internationally renowned awards which celebrate unique design and innovations. Dan Marett, Sales and Marketing Director, Lifemarque said: “Germany is an important market for LittleLife and this seal of approval only strengthens our place in the market both there and internationally, whilst crediting our attention to detail in product design. Design, safety, function and purpose lie at the very heart of every single product and innovation we bring to market and the Ranger S2 is no exception.”


For life’s little adventures


nursery today


news Food for thought Year round gifting As Christmas fast approaches, Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, looks at the yearround gifting opportunities for nursery retailers. n the busy run up to Christmas it is all about gifting but in the nursery sector it really is gifting season all year round. There is always an occasion to celebrate beginning with the baby shower, then gifts for newborns, closely followed by Naming Day, Christening, first Christmas and first Birthday celebrations. There is no question that there is a wealth of choice available to gift buyers but what are those important components and qualities they are seeking in a gift? Many gift buyers like to offer a practical gift but they are also looking for something a little more special – a quality gift that represents a thoughtful choice and portrays the purchaser’s sentiment behind the present. Gift Sets provide a great option for buyers as they often combine practical nursery essentials with keepsakes or cuddly sentimental items. Many suppliers now offer a range of gift sets, as we do in many of our nursery collections such as our new Soft Toy and Book Sets and also our Guess How Much I Love You 3 Piece Breakfast Set. For 2019 we are introducing some beautiful new Gift Sets into our Peter Rabbit and Guess How Much I Love You collections. There will be three new Gift Set options all including a soft toy with either a baby soft Blanket, three Muslins with beautiful illustrations from the classic story or a Cuddle Robe. Gifting presentation is vitally important in the buying decision. Many Gift Set elements can be purchased separately but when combine in a beautiful illustrated presentation box it provides added value and delivers a well-considered sentiment, making it an easy purchase option for gift buyers. There is certainly lots to think about as we move into 2019 but I hope also, a lot to look forward to. But before we ring in 2019, from Rainbow Designs, I would like to wish you all a Merry Christmas and a very happy, healthy and prosperous New Year.



nursery today

Any holiday season normally comes with a bit of travel for any family, but especially when you have a new baby that everyone wants to see! Finding baby food that’s healthy when out and about however can be a little tricky. That’s why Itsy have launched the Itsy Blitz – the world’s first portable baby food blender. Small and stylish yet rechargeable and convenient, the Itsy Blitz comes with a Neoprene carry case and integrated bowl and spoon – you simply pop in healthy ingredients wherever you are and blitz! Healthy baby food in an instant. Available at an introductory price of £39.99 while stocks last. Web:

Dear Diary… Medela ‘Saved the Day’ The team at Medela were thrilled to see celebrity mum Samantha Faiers using her Medela Breast Pump once again on the popular itvBe. reality television show, The Mummy Diaries. It’s not the first time Sam and sister, Billie have been spotted with Medela Breast Pumps. The brand’s award-winning breast pumps were featured on the previous series of The Mummy Diaries and also regularly appear on Sam’s personal Instagram account, reaching 2.1 million followers.

Janod Available at Baby Brands Direct

Baby Brands Direct has increased its portfolio of brands with the addition of Janod, a company with a 50 year strong heritage in the design and manufacture of wooden and cardboard toys. Made in vibrant colours using water based paint on their high quality materials, the toys are created with enjoyment through natural play and development opportunities in mind. The toys available through the wholesaler span categories including pull alongs, activity cubes, puzzles, walkers to balance bikes, creating a range of products types that cater for children from 12 months to 9 years whilst also providing retailers with a selection of market price points within each category. Operations Director at Baby Brands Direct comments, ‘it was love at first sight for me, the products are simply beautiful from the imaginative Hen’s looping activity station to the Mademoiselle’s doll’s pram. It is clear why they have won the award for ‘Best Preschool Gift Range’ at the Progressive Preschool awards last week. The toys are also well priced for the quality and development value they offer, alongside gift appropriate packaging. It is wonderful to offer this range that encourages a really true form of imaginative play that delights and ultimately creates fond childhood memories.’ Web:

The Gro Clock in Mother and Baby online The team at Gro were delighted to spot a fantastic feature on the toddler sleep trainer The Groclock. Maria Reyes, Marketing Director for Mother and Baby is a big fan of the Groclock, discovering that it not only helps starts their day at a more reasonable time but also that it has helped her little boy gain in confidence. As one of Gro’s consistent bestsellers it’s good to see the experts recommending the Groclock to parents too. Web:


0% 10

Trusted by parents for years

The baby bottle cleaner created with babies in mind

Milton has created a new eco-friendly baby bottle cleaner, formulated to make it easier to thoroughly clean baby’s items. All baby feeding equipment must be pre-cleaned to be sterilised effectively; milk often creates a white film on feeding equipment which can be difficult to remove and if any milk residue is left on bottles, it can become a dangerous breeding ground for bacteria to grow. This is why it is so important to clean your bottles thoroughly, especially around the hard-to-clean thread of the bottles and teats. •

100% effective at removing milk residue

100% plant based cleaning agent

Dermatologically tested

Suitable for sensitive skin.

Fragrance and colouring free

Available at Boots, Ocado and in Specialist Baby stores.

Milton, pro Milton protecting what’s precious for over 70 years

5376 Milton Baby Bottle Cleaner Ad Nursery Today RHP v4.indd 1

Use biocides safely. Always read the label and product information before use.


31/10/2018 11:49

cover story Chicco

Be a success with Wrapping up another hugely successful year, Mitch Levene, Managing Director of Artsana UK & Ireland, discusses the highlights of 2018 and what’s in store for Chicco in 2019. Mitch Levene, Managing Director

018 has been an incredibly busy year at Chicco – as well as celebrating our 60th anniversary, we have seen great success with a number of our new launches throughout the year as well as our existing ranges. Kicking off the year, we unveiled our most exciting innovation to date, the award winning Baby Hug 4-in-1 indoor solution. This product is truly unique innovation and was invented to meet the needs of parents, especially with lack of space in the home, wishing to bond more easily with their baby and to be superb value. It has been a revelation and is already a must have product. We last experienced such demand when we launched the Next2Me Classic. The space and money saving solution can be used from birth until three years sav and thanks to the wheels, is incredibly easy to move an around the house. Supplied with a removable electronic aro toy bar, this year we also launched a range of accessories including the meal kit, sheets, and specially designed inc mattress for additional comfort. m Speaking of awards, it’s been our best year yet when it comes to industry wins, with accolades picked up for a wide range of products from across a broad spectrum of sectors including nursery, feeding, travel and toys. As well w as scooping the coveted global Innovation Award for fo Kids Furniture at this year’s Kind und Jugend show for fo Baby Hug, other highlights included scoring two platinum and three gold awards at the Loved By p Parents Awards, and three gold awards at the Best P Baby & Toddler Gear including, again for Baby Hug. B


T Greatest Place on Earth is by The Your Side Building on the huge success of our Next2Me family, Chicco as sleep time experts launched their latest innovation this month in the side sleeping category, Next2Me Magic. Creating magical moments between babies and parents, Chicco Next2Me Magic builds on the 10

nursery today

award-winning range and includes a host of exciting and smart features, such as a one hand sliding side panel that makes it even easier for parents to reach little one during the night. The rocking mechanism is also simpler than ever to operate in free standing mode. It possesses a mattress 50% bigger than a moses basket, providing longevity for the use of the product. With 11 adjustable heights, the crib adapts to any bed – including Devan’s – and can be tilted to support baby with reflux and congestion. Meanwhile, the mesh side windows and covers help generate extra air ventilation. The Chicco Next2Me Magic comes in stylish colours including – Cool Grey and Sand – that feature a premium finish and is supplied with a travel bag, safety harness kit, and a breathable Chicco Next2Me Magic mattress which helps improve air circulation and temperature control. The launch of the Next2Me Magic will be supported by an integrated marketing campaign that included attendance at key events such as The Baby Show as well as in-store and online activation. In the new year, we will also return to national TV screens to support and promote our latest sleeptime innovation.

Meet your New Best Friend As well as building on the iconic sleeptime offering, 2019 will also see Chicco expand into new markets with the Trio Best Friend – our brand new one-box travel system that has been specifically designed to simplify parenthood and accompany little ones’ first three years with comfort and style. Starting with the semi-rigid carrycot which is lightweight, only 3.6kg is extremely functional and the perfect solution for everyday strolls from the very first days, thanks to the padded mattress included. The stylish stroller with premium finishes has very simple and intuitive mechanisms and offers a smooth drive whenever parents are out and about. It is easily convertible from forward facing to rearward facing in

Fold&Go i-Size AroundU i-Size

YOUniverse Trio Best Friend

one simple i l gesture, t and d with ith b book folding that can be operated with one hand, it stands alone once folded. The Trio Best Friend is one of the most compact solutions available on the market, with the frame measuring only 69cm when folded, or 78cm with the forward or backward facing seat. When used with the car seat (Group 0+) from birth until 13kg, the Trio Best Friend is light and requires no additional adapters, making life even easier for easy for parents. The sleek design provides little ones with the ultimate comfort during journeys thanks to the removable reducer cushion, while the padded shoulder and crotch straps to ensure safety and comfort to the baby. Baby Hug 4-in-1

are ready to see the world, AroundU i-Size can be changed to forward facing. The intuitive rotating system makes it simpler than ever to switch between reward facing to forward facing, and can even be moved to 90° to make it easier than ever to put the child into the car seat. YOUniverse Fix is suitable from 9kg to 36kg (Group 1/2/3) with plenty of space as little ones

It’s been our best year yet “ when it comes to industry wins , with

accol ades picke d up for a wide range of products from acros s a broad spectrum of secto rs inclu ding nursery, feeding, trave l and toys.

On the Road to 2019 Another exciting addition to Chicco’s 2019 offering is the new range of car seats, including the AroundU i-Size, YOUniverse, and Fold&Go i-Size. AroundU is our new i-Size car seat with universal Isofix connection points with top tether, suitable for new borns through to toddlers. In the rearward facing position, recommended from birth to 4 years (40-105 cm), baby’s head and neck are fully supported and the four reclinable positions ensure comfort at every age. The integrated mirror means that parents can have eye contact with their little one at all times. From 15 months when they

Further strengthening our position in the car seat market, 2018 saw Artsana acquire Recaro. We are proud to add a premium brand like Recaro to our portfolio and working together we aim to enhance this strong brand, combining it with the innovation capability that has always ccharacterised the development of aall our products. 2018 has been another p phenomenal year for Chicco off the ba back of several excellent years, but th the best is definitely yet to come as we continue co our path to provide truly me meaningful reasons for parents to pur purchase our products. Web: We

Next2Me Magic

g grow. The Isofix system with top t tether enables easy and quick i installation. With a reclining system f additional comfort, parents for s simply pull the lever to adjust the s of the car seat, and the harness size a headrest are simultaneously and a adjusted at the same time. From 9 m months until 4 years (70-105cm) t installation can be completed the w Isofix System benefitting from with a five-point car seat belts, or it can b installed using three-point be v vehicle belt following the intuitive r guidelines. A soft reducer red c cushion provides additional c comfort for little ones from their very first journey. For older children, the Fold&Go i-Size is suitable from 3 until 12 years and can be easily transported and stored thanks to the easy folding function. The i-Size car seat features FixPlus connectors as well as a three-point seat belt and innovative side safety system to ensure little ones are secure. The handy belt positioner ensures it is in the correct place at all times, and the reclining system allows parents to select from four positions to find the most comfortable one for their child.

nursery today




Welcome to Nicolas world Having been open since April 2004, Nicolas Nursery World is an established independent nursery retailer based in Skegness. This issue we had the pleasure to question Nursery Manager Nicki Cheesman to find out a little more. S Since opening, what has been your largest challenge? y

C Competing with the internet/non Bricks & Mortar stores, together with un-realistic M p price matching and sadly also a large credit ccard fraud that we experienced which very n nearly saw us close our doors.

Y operate also on eBay, how You does this work for your d business? b W do not sell large or wheeled goods We oon eBay. We’re firm believers in the in in-store personal touch, demonstration p process and being able to p provide information.

How do you H manage your shop m floor space?

Owner Nicola Williams receiving Business Person of the Year Skegness Partnership Business Awards

What was the inspiration behind opening a nursery shop with a department store?

There was a lack of choice in the area whilst the owner Nicola Williams was herself pregnant and had felt inspired to open a nursery store. However, it has worked exceptionally well and we are now firmly established as a go to nursery store in Skegness.


nursery today

W try to support all our We n nursery main brands with aall their products and ccolours where we can and we are now also supporting w the smaller independent suppliers and showcasing their ranges. We are increasingly finding that the smaller supplier is now far more supportive as they vie for brand awareness and recognition, in particular Shnuggle through BabyBrands, Little Chick London, Baby Hub and Dooky through BabyPrice.

Is there a particular product category that performs well for you at present? Bundle and package deals.

How do you keep up to date with consumer trends?

Nursery Today obviously, attending the trade shows as and when we can and keeping in regular contact with our fabulous Reps.

Is there a particular trend that you feel shows no sign of slowing?

It’s a bit of a summer trend but our best selling product the last two years running has been the Dooky Shade. BabyPrice deserve every success with this product and we don’t see it slowing anytime soon, especially with the introduction of the new Winter Shade too.

How do you bring awareness to your store to drive footfall?

Actively promoting via Social Media. We use Facebook, Instagram and Twitter.

Do you offer the same ranges in your store as you do on eBay? Obviously smaller goods that are available in-store will be available on eBay but we have always taken he decision to sell wheeled goods, car seats etc. in-store.

You have incredible consumer reviews across both your Facebook page and eBay platforms. How do you achieve these?

Thanks for noticing. We actually pride ourselves on this, it’s something that we have worked very hard to achieve, listening to the customer is the greatest tool we possess along with honesty and naturally making sure the customer is happy when they leave is of prime importance.

How important is social media to your business?

Extremely important, we live in a primarily digital age now and everyone researches for the best deal. However, a lot of our custom comes from the Nan’s & Grandad’s that have holiday homes locally, they then bring the grandchildren back to make their purchases, social media aids in this to enable us to advertise and sell all over the UK.

Do you feel that your customers are well informed with regard to brands and product ranges? The majority tend to be well informed of the brands available to them and we are always on the look-out for new suppliers.

What about car seats. Are you customers well informed with regard to current car seat legislation or do you feel more can be done to drive awareness?

We find our customers are quite confused in regard to the new changes on car seat legislation. It’s the one thing we do spend p more time on explaining p g

at the moment, trying to make it less complicated for parents, old and new. We do think the information is there, but most new parents think that wheeled goods is the most important purchase and trying to change that mindset is the most difficult bit.

At present you do not have a website. Is this something that may change in the future? Yes most definitely but our old website is currently lost in Cyberspace and at the moment we garner a greater audience from our Social Media channels.

Talking about the future, do you have any exciting plans on the horizon that you would like to share with us?

We are working closely with our supplier’s, we are also always on the hunt for new niche suppliers.

Finally, Christmas is on the horizon. Do you organise any promotions, etc. in-store at this time of year?

We love Christmas and our Showroom make-over to a Winter Wonderland. We offer in-store promotions but we find, as we are a seaside location and very seasonal trade that at this time of year Nursery buying does slow for us as folks concentrate more on the gift and toy range side of things, larger purchases tend to pick up again towards the end of January.

The team at Nicolas Nursery World, from Left: Nicki, Jess, Joshua, Maria, Nicola, Yvonne, Diana

nursery today


nursery matters JOHN BARKER

Barking Mad This issue John Barker takes a look at Black Friday. ’m typing this months article slap bang in the middle of November and we are inundated with phone calls asking about “Black Friday”. The most American of sales somehow has made it’s home here in Blighty and it looks set to not only stay but it’s safe to say it’s expanding! Black Friday became Black Friday Weekend, then Week and now it appears it runs mid November to early December! Call me nostalgic but I miss the days when Black Friday was on a Friday. Now, don’t get me wrong I’m not against it because I’m Anti-American. Nor am I against it because it comes from the country that voted Donald Trump in to the hot seat. I love the U.S. of A! I’m a frequent visitor to their shores. I love almost everything USA! Twinkies, Moon Pie, Tootsie Rolls and Butter Fingers are common foods found in JB


towers, I even spend most Sunday nights glued to NFL Game Pass cheering on the Broncos. I say I love “Almost” everything American because I hate Black Friday. None of us will forget the images of people fighting in Asda (aka Walmart) over TV’s purposely made to sell at £200 being sold at £200, and the idiots treating a trip to the sales as the Blood Bowl final! People got hit with TV’s, security and shop staff got trampled and the sane amongst us just sat back and watched in shock. There’s no place for this sort of behaviour in the UK and it should stop. Luckily the madness around Black Friday has subsided somewhat, however the consumers thirst for a bargain is growing ever stronger. Love it or hate it, as retailers we’ve got two options: a) ignore it and hope we continue to sell anyway or b)

embrace it (begrudgingly). Let’s consider point A first. Sticking your head in the sand and pretending nothings happening is dangerous – don’t forget your backside is swinging

Bl ac k Frid ay beca me Bl ac k Frid ay Weeken d, th en Week an d no w it appe ar s it runs m id N ovem ber to ea rly Dece m ber! Ca ll me no sta lgi c but I m iss th e da ys w hen Bl ac k Frid ay w as on a Frid ay . in the breeze and there’s bears out there people! If you’re prepared to accept the whole event but choose not to support it that’s fair enough. Likewise don’t fear it, it’s only for a short (admittedly it’s growing) period of time and not everyone is in a position to benefit from many of the offers down to financial constraints. This is where us independents come

in. We can offer those convenient payment plan options. So weathering the storm isn’t to bad then as long as we know our place and target our market during the event period. I’m well and truly in camp B. Both feet are completely entrenched up to the ankles. Like a camper in a hotly contended game of Hardpoint on COD! Yes my position is one that I’m not completely comfortable with on a moral ground, but at least I’m man enough to admit I can shake off my principles when it comes to earning a buck or two! We are selective on our Black Friday promos, we make use of brand lead promos and we offer them as our headline savings. We then support these with a larger number of smaller discounts and promos across the store. What we have to remember is that by offering 50% off everything in store we aren’t generating anymore customers. Our customers need to buy prams and furniture, our wears aren’t impulse buys (like a £200 TV covered in blood and sweat from another hard Blood Bowl season in Asda). We simply need to entice customers to part with their hard earned now and not next month or the month after. It’s not rocket (or should that be Rockit?) science, and I know the vast majority of you reading this now already do this but added value is better than a discount everyday of the week. If a customer can save 20% off a £500 pram on a Black Friday they’ll 14

nursery today

think they’ve got a great deal. However if they bought the same pram for £500 but got a bag and footmuff worth say £60 each for free they’d perceive that to be a better deal. Best of all it is! For both you and the customer.The 20% off means you’re giving £100 away, the added value option on the other hand is only costing the trade price of the bag and footmuff (say £60 or £70). Add to this the fact that many brands we all deal with are happy to sit and discuss a deal at any time of the year. Yes they’ll be cagey and ask you not to shout about it on Facebook and online but what happens in your store is your business. Next time a reps in your store ask about a deal for bulk on a popular stroller. All it takes is a free bag or footmuff and you’ve got the start of a great Black Friday or any event promo. Then head to your choice of Anti-Social Media app and simply post a little teaser. Don’t go upsetting the brand or other stores by blurting out that you have Bobs Buggies on promo with a free footmuff. Worse still don’t upset the NSG peeps. . . .Those are some angry people when they want to be (only kidding :P). Simply post about Bobs Buggies and entice the customer with a cryptic message – visit us now for

our exclusive in store event. Customers love “exclusive”, if they didn’t all these gossip mags wouldn’t exist. None of their news is exclusive! It’s been online for all to read for the past month but we (I say we, I mean Mrs B) continue to be suckered in and buy the latest issue. I guess the long and short of it is that once we hit December many of us see business taper off to next to nothing. Black Friday does offer us one last flurry of activity before the obligatory quiet period of the year. As

long you can see yourself past Christmas and in to the new year (where all hell breaks lose) it will have been worthwhile. So, next time I come to write my article the dust will have settled. We’ll have given away margin that we never wanted to have given away, but at least this meant we took some money. As a wise man once said (it may have been Dale Winton) “10% of something is better than 100% of nothing”. Finally I shall leave you with a little Black Friday story to think about:

A small business owner was dismayed when a brand new corporate chain completely unlike his own opened up next door and erected a huge sign which read BEST BLACK FRIDAY DEALS. He was horrified when another competitor opened up on his right, and announced its arrival with an even larger sign, reading LOWEST BLACK FRIDAY PRICES. The small business owner panicked, until he got an idea. He put the biggest sign of all over his own shop-it read... MAIN ENTRANCE.

nursery today


feature Britax Römer

Unique design, superior safety and comfort Britax Römer reveals its cutting-edge Group 123 ISOFIX seat with ADVANSAFIX IV R he ADVANSAFIX IV R is a cutting edge new Group 1/2/3 ISOFIX seat distinguishable thanks to its unique design and superior safety and comfort for children and parents alike. The multistage seat grows with children in a few simple steps from 9 to 36 kg (approximately 9 months – 12 years), whilst retaining excellent safety features for both toddlers and children. The ADVANSAFIX IV R is designed, crash tested and made locally in Germany to ensure the high standard of quality and sustainability for which Britax Römer are well known.


Every day safety

The ADVANSAFIX IV R features the excellent safety standards for which Britax Römer products are stan rec recognised. From 9 – 18kg (approximately 9 m months – 4 years), the car seat is used with a 55-point harness which keeps the child safe aand tight in the seat’s protective shell. In the eevent of a collision, the harness distributes tthe forces of the impact across 5 points. For older children from 15 – 36kg ((approximately 3.5 – 12 years), the car seat becomes a highback booster with deep, b protective side wings. p • Superior side impact protection • Pivot Link ISOFIX system • Top Tether with rip stitch technology • Britax Römer’s SecureGuard technology • 5-point harness from 9-18kg • V-shaped headrest


nursery today

Extra comfort for every family

Children will enjoy comfortable car journeys thanks to lots of inner space, an ergonomic headrest and soft neoprene chest pads. With the EasyRecline feature, three recline positions can be adjusted while the child remains sleeping soundly in the seat. Featuring a new FLIP&GROW function, parents are now able to switch seamlessly from an integrated 5-point harness to a highback booster in just a few simple steps as their child grows. • New FLIP&GROW function • Three adjustable recline positions • Ergonomic headrest • Soft neoprene chest pads

Sleek design

Made in Germany, the ADVANSAFIX IV R was completely developed, designed, manufactured and crash tested at Britax Römer’s Leipheim facility. The new premium design concept encompasses a sleek, rounded black shell and stylish lower belt guidance. Thanks to this new design, three ADVANSAFIX IV R seats can be installed in the back row of selected vehicles, side by side. The ADVANSAFIX IV R comes in a variety of colour options and is available now, with an RRP of£250. For more information please speak with your Britax Representative.



Back seat driver

Image courtesy of BeSafe

There is definitely one nursery product sector that doesn’t rest on its laurels and of course that has to be the car seat category. Here we take ke e a closer look. ou would be hard pressed not to find something in the news that relates to car seats. Whether this is perhaps confusion surrounding i-Size, the fact that we have two standards running concurrently (i-Size and R44) or the arena of backless booster seats. Which car seat to buy is one of the most important decisions for parents, particularly those making the purchase for the first time. A car seat is also one of the most essential purchases but it involves not just a choice made on style, comfort and price but also one made taking child safety into account, so the correct selection is an important one along with its fitting. The range of products across these sectors is broad with big name manufacturers and prestige brands dominating. Subsequently it is a heavily promoted category, which isn’t such a bad thing. Additionally, alas, there is also still a second hand market for car seats. The safety issues of buying used products have been documented, discussed and debated – we need to continually bring the dangers of these to the consumer. Whether you are a long standing, established brand, a new entrant to the UK market or a retailer on the front line of consumer expectations, a car seat is a legal requirement for children up to 12 years of age (or below 135cm in height) with a number of factors that must be taken into consideration. With the internet pretty much at everyone’s finger tips, this is a highly researched product category – but does that mean that consumers are less confused and is i-Size now understood by all? We asked Damon Marriott (Head of product development, Allison Baby UK) if he felt that parents now have a better understanding of i-Size? “i-Size is established however the understanding of the standard itself and what this means is still limited. I feel we all have to continue our efforts with education on the new standard to help with the next stages of transition. Many understand the new standard, as being i-Size,



nursery today

We be lieve th at kn ow ledge of i- Si ze is good a mon gst pa rents an d th ey no w menti on i- Si ze by na me. Ho w ever, as i- Si ze an d R4 4 re gulat ion s are runn in g conc ur rently th ere are oc ca sions w here th ere is so me confus ion .

ve, Tom Hemus (Sales Executi Diono)

but it is really ECE R129 – with the i-Size element only a part of it.” Damon told us. “Also many understand the new standard as being ISOFIX, and again this is just phase 1. With phase 2 in place, we’ll now see seats complying with the new standard that are not i-Size. “Then as we move into the next phases, belted seats will come through to further confuse consumers, unless we all work together to simplify this transition.” Tom Hemus (Sales Executive, Diono) feels that there is definitely a higher knowledge now with regard to i-Size. “We believe that knowledge of i-Size is good amongst parents and they now mention i-Size by name. However, as i-Size and R44 regulations are running concurrently there are occasions where there is some confusion. As a manufacturer of child safety seats, it is important we clearly relay the features and benefits of each model to help the parents make a decision.”

And what about those on the frontline? We asked independent retailer Alan Peacock (Little Peas, Dunfermline) however being consumer facing feels there is still a definite confusion among consumers. “I think that i-Size has confused the market. The consumer thinks that the law is to rear face in a group 1 seat anywhere from 6 months to 4 years, with every interval in between being suggested to me as; ‘the law’. What i-Size has done though is it’s had a massively positive influence on the group 1 market.” Stated Alan. “As the options for group 1 rear facing increase, it focusses and increases the opportunity for all consumers to buy a product that will rear face. We barely ever now sell a group 1 seat that doesn’t (have the option to) rear face. Here’s the biggest issue though with i-Size – there are seats on the market that are i-Size, but are restricted in terms of their capacity to keep the child rear facing (which was the main initial philosophy), and then other seats that aren’t actually i-Size, but, in some cases have been tested to a higher standard, and then there are other seats, that are actually essentially i-Size seats in one guise, and not, in another, due to a minor technicality…. In short, it’s hazy and confusing!” And what about Group 1,2,3 seats. Are parents looking more closely at these and perhaps consider them as better value for money taking a child through the various stages? We asked Damon for his opinion. “Yes for sure going by Joie’s experience of multi group seats! With some prospect of turbulent economic times on the horizon, good value is potentially going to become a high priority for many. This doesn’t mean a compromise in safety if care is taken in selection of seat. This is something Joie has taken a lead in, creating a comprehensive range of great value multi group seats, without compromise on levels of safety, quality and features.” Brands most definitely dominate this sector and play a pivotel role, but why is this? We asked Oliver Pain (Operations Manager, Bebebrands): “Brands

smoothest of swivels meet i-Spin 360™ i-Size 40-105cm, )19kg A new i-Size certified, 360° pivoting protector usable rearward from birth to 19kg, and forward facing from 15 months. Simple Swivel™ for one-hand smooth spins, auto-engaging Guard Surround Safety™ side impact protection and Smart Ride™ lock-off ensure the utmost safety and the easiest of function.

For more information and all sales enquiries, please contact Joie on 01889 808 900 or email:

Share the joy at

focus CAR SEATS & ACCESSORIES Image courtesy of Bebecar

The survey says… Nursery marketing specialists FanFinders surveyed 1000 consumers via their platform Your Baby Club focusing on car seats. Here’s the results. Did you understand what you would require as a first stage car seat?

Yes: 853 (85.3%) No: 147 (14.7%) Are you confused by the current legislation with regard car seats?

are especially important in the car seat category. Parents are trusting the seat they choose to provide both comfort and safety for their child. It is the responsibility of brands to ensure their car seats are tested to the highest standards and offer great product design; quality materials, range of colours, clever features, ease of use.” Damon feels that as brands have a strong foothold in this product category, there is a responsibility to educate and inform at every level, whether that be trade or consumer facing. “Brands are able to play a big role in helping educate consumers, and work closely with retailers, but more can be done. “As our range has expanded, so has the choice and the importance for us to clearly show the difference between model variants. This is the same with other brands. We’re always looking to improve the communication with consumers and retailers, and we’ll be continuing to do that through 2019, with heavy weight consumer marketing campaigns as well as growing our training team to ensure we’re increasing the support for retailers.” We asked Alan for his thoughts on whether consumers actively seek established brand names. “I think that some do and some don’t, but they should.” Said Alan. “Some consumers are so loaded with information from various forums and personal research in this market. The brands should be ensuring the stores are ready to cope with heightened awareness from those consumers, and train, train, train. It’s the best way to keep confidence and brand awareness at the forefront of the teams on the shop floor.” With so much information available, does this mean that parents are now more aware of what they require when purchasing a car seat? “As a new parent myself, I can honestly say that there is still a huge amount of confusion when it comes to making this incredibly important purchase. With so many brands offering such varied features, along with changes in regulations, it can be an absolute minefield for new parents.” Gary Anderson (Marketing Manager, Apramo UK) told Nursery Today. Damon feels that with so much information available it can be confusing. “Due to the vast amount of information available it can be difficult, so not fully, and many still need help and guidance


nursery today

understanding the basic benefits between the different types of seats. For example, the high costs of an infant carrier are sometimes the reason a consumer opts for a multi group static car seat, without understanding the advantages and disadvantages each type offer.” With a continual level of confusion, do we then, as an industry, need to send out a universal message with regard to car seats and their use? We asked Gary for his thoughts. “I believe that there is still work to be done here to improve and streamline our messages. With the rise in the number of brands and variation in products on the market, there are more and more options available to new parents. Obviously, the increase in variety and choice for parents is beneficial, as this means that it is more likely that parents and parents-to-be will find exactly the right product that best suits their needs. However, the rise in product choice, each with different feature configurations, combined with changes in regulations means that consumers can get confused about what is best for their baby.” Of course, you can’t put a price on safety, but with a continual strain on many households’ budgets are parents looking more closely at the safety aspects of a car seat compared to price? Tom feels a little of both. “Parents will look at both safety and price but to varying degrees. Our experience tells us that spend on car seats has increased as parents see the purchase of a car seat as an investment. As an investment in their child’s safety parents are more aware now than ever before on product testing from the likes of Which?, ADAC and Stiftung Warentest.” Damon agrees. “Parents expect the maximum level of safety without compromising any of the features, but everyone has a budget and with many families using multiple vehicles to transport little one, it can be expensive to kit each car out with the top of the range seats. Our range of seats don’t compromise on safety or features, but offer value to the user whilst maintaining margin for the retailer, so the Joie range is always expanding to fit a more diverse and demanding consumer.” Take a look at the following pages, where we highlight a number of car seats and accessories that are currently available to order.

Yes: 428 (42.8%) No: 572 (57.2%) Do you understand i-Size?

Yes: 522 (52.2%) No: 478 (47.8%) Did you have your car seat professionally fitted into your vehicle?

Yes: 354 (35.4%) No: 646 (64.6%) Did you receive a demonstration on how to correctly use your car seat?

Yes: 593 (59.3%) No: 407 (40.7%) If yes was that important to you? (593)

Yes: 438 (73.9%) No: 155 (26.1%) Did you buy your chosen car seat online?

Online: 414 (41.4%) In store: 586 (58.6%) Did you research car seats prior to purchase?

Yes: 833 (83.3%) No: 167 (16.7%) Was cost a higher consideration for you compared to safety features?

Yes: 312 (31.2%) No: 688 (68.8%) Did you look at car seats that would take your child through the various stages?

Yes: 826 (82.6%) No: 174 (17.4%) If yes did you view these as better value for money? (826)

Yes: 695 (69.5%) No: 131 (13.1%) Did you look at ‘lie flat’ car seats?

Yes: 271 (27.1%) No: 729 (72.9%) Would you be interested in infant car seats that had additional technology features?

Yes: 715 (71.5%) No: 285 (28.5%) For more information on FanFinders and the consumer insight they offer, please call: 0203 8083011 or visit

ADV APRAMO all stage.indd 1

27/11/18 16:02


Scandinavian Luxury with Voski Just launched the beautiful Voksi Baby Wrap for all infant Carrier Car Seats brings Scandinavian design and quality to keeping baby warm this Winter. Every single element of the Baby Wrap has also passed the strict Oeko-Tex tests for harmful chemicals – a significant achievement that underpins Voksi quality. Full of innovative detailing, yet at a surprisingly interesting price-point, make your business stand-out from the rest and offer the Baby Wrap now with all your infant carrier sales. Voksi is the sister brand of the Scandinavian Safety Company ‘BeSafe’, so simply contact your BeSafe representative for full details of January 2019 Offers. VOKSI… Good for Children, Good for you…

World’s only i-Size family… from BeSafe The launch of the World’s first i-Size FIX Highback Booster – BeSafe iZi FLEX – completes the family of nextth to generation iSize car seats from bir 12years. complete family of seats BeSafe are the World’s first to offer a lations. Regu iSize t approved to the very lates “The BeSafe Modular range us: told ager Man ntry Paul Sirett, Cou l partners a simple ‘sell’ retai t and new iZi FLEX FIX offers our selec ium products packed prem rt he-a -of-t state for their customers, offering margin on.” full of features that they can make a so call your BeSafe contact to rs, Offe ’ Year ‘New plus lable All avai place your order. for you… BeSafe… Good for Children, Good Tel: 1606 814 638 Email: Web:


nursery today

Tel: 01606 814 638 Email: Web:

Arise KING Arthur Cozy N Safe’s NEW award winning Signature Group 0+/1/2/3 Arthur car seat is here! Cozy N Safe’s award winning Signature Group 0+/1/2/3 seat Arthur has arrived in regal style. This seat takes children from birth to 11 years in their safest and most comfortable journey. For newborns the Arthur offers a deep recline with an almost lie flat position. For toddlers, extended rear-facing option is available in Group 1 to 18kg. Arthur is built with a steel frame and injection molded shell for strength, and for protection and safety it is padded throughout with superior quality, impact reduction, energy absorbing, high density polyurethane foam. Treat your little Kings and Queens to comfort and safety that lasts through the ages. Tel: 01902 494 905 Email: Web:


A NEW Group 1,2,3 isofix car seat, designed to be a constant companion for every adventure.


Diono_Ocras_Nursery_today_Full_pg_315x240.indd 1

For more information and all sales enquiries, please contact Diono on 01827 310557.

For your ever changing journey

11/22/18 5:40 PM


Next generation Doona Infant Car Seat was designed to provide parents a safe and practical solution for traveling with their baby, both in and out of the car. With the new collection, we take this vision one step forward and answer to the needs of fashionconscious families on-the-go. Doona is an innovative juvenile product brand. In 2014, Doona launched its first product, Doona – the Next Generation Car Seat, which transforms from car seat to stroller in seconds, thereby revolutionising the Car Seat and Stroller categories worldwide. Since its launch, the Doona Car Seat has been awarded more than 30 international design and product awards and today it is available in more than 60 countries worldwide. Tel: 07391 868853 Email:

Comfort for on the go Kee ing baby comfy on Keep the th move with super cute c Cushy Straps. Cushy Straps from Summer Infant are super-soft straps designed to provide extra padding and comfort for babies on the go. The harsh material of standard seat belt straps can sometimes cause irritation for babies when travelling in their car seats; s whereas Cushy Straps are made from fr a soft velboa and are kinder and gentler on babies’ delicate skin. ge The strap covers are simple to use T and attach easily with self-fasteners to standard seat belt straps. stand Designed with cute little bears on either Desi side, Cu Cushy Straps help make journeys more fun and comforti co ng for babies, and have a guide RRP oof £5.99. Tel: 01442 505 505000 Web: www.summe

The Apramo All Stage The Apramo ‘All Stage’ takes child safety to a higher level with its extended rearward facing capabilities up to 18kg. This safe and stylish car seat removes the need for families to purchase multiple car seats as children grow, becau se this 4-in-1 seat cleverly ad apts to the different age and stage of a child’s development. Starting as an extende d rearward-facing seat up to 18kg, it has a 3600 rot ation, mounted on a fixed ba se. It transforms to forwardfacing from 9 to 36 kg (Grou p I/II/ III), plus it also featur es an integrated parental ale rt in the buckle and ISOFIX connectors. It’s simple and easy to install and use . Available in Chilli Re d, Midnight Black, Roya l Blue and Slate Grey.

Trade enquires co ntact Web: www.apramo .com


nursery today





In a spin with Bebecar Available in stock now, the Spinner is the brand new i-Size compliant rotating car seat from Bebecar.

Oyster Carapace i-Size collection by BabyStyle The new Oyster Carapace collection comprises the Oyster Duofix i-Size base, which is an Isofix base and compliant with ECE R129, the Carapace Infant (i-Size) and the Carapace Toddler (i-Size). The Duofix i-Size base offers ‘Click ‘n’ Go’ convenience being easy to install and employing a red to green notification system to ensure a secure fit. The Carapace Infant i-Size seat is compatible with a wide selection of strollers and features integrated ‘Click ‘n’ Go’ and intuitive release buttons allowing it to be quickly and safely moved between the Duofix i-Size base and stroller. The Carapace Infant i-Size is suitable from 40cm op to 83cm (app. 12 months). The Carapace Toddler i-Size is positioned on the Oyster Duofix i-Size base rearward facing from 40cm up to 105cm (app. 4 years) or forward facing from 15 months. Key features of the Carapace Toddler i-Size include a side-impact defence system, rearward and forward facing recline option, easy harness and headrest adjustment, shoulder and crotch harness pads and a removable and washable cover. The fabrics used coordinate with those on the 0 new Oyster3. Tel: 01509 816444 Web:


nursery today

The Spinner can be rotated 360° to help parents lift their baby in and out, from either side of the vehicle. It fits in the car with isofix and has an adjustable support leg. Designed to rear-face from birth up to 105cm (approx 4 years) and suitable for forward-facing use once the child reaches 75cm. Removable support inserts and adjustable headrest height allow the seat to grow with the child, and there are 4 recline positions. The Spinner is available in Black or Grey. Tel: 01692 408801 Web:

Meet our world class car seats Our bestselling baby car seat with baby-hugg inlay and memory buttons

i-Size Safety

Award-winning baby car seat with baby-hugg inlay

The world’s first car seat with built-in airbags

i-Size Safety

Pebble Plus & 2wayFix Base 45-75cm

Birth up to approx. 12 months

i-Size Safety

Rock & 2wayFix Base 45-75cm

Birth up to approx. 12 months

A lifetime of great care We want you to enjoy all of your products from car seats and bases to pushchairs and carrycots for as long as possible. That’s why we give lifetime warranty on manufacturing faults. Activate your warranty within 3 months of purchase.

AxissFix Air 61-105cm

From 4 months up to approx. 4 years

Find out more


Life happens. Change happens Little ones grow in the blink of an eye. As a Group 1, 2, 3 isofix car seat the new Orcas car seat from Diono is designed to be a constant companion for every stage and every adventure. It securely cocoons your little one from 9kg – 36kg approx.; 9 months up to 12 years of age. ull adjustment and A secure 5-point harness with simple one-p snug up to 18 kg. cozy nesting liner keeps your precious cargo into a Group 2/3 erts conv Then as your little one grows, Orcas headrest. table adjus sition 7-po high back booster seat with top tether, and s ector conn x isofi table adjus Equipped with s, point x isofi le Orcas can securely connect to your vehic ly be simp can it ely, nativ Alter enhancing safety and stability. Impact Side rior Supe The belts. seat les’ vehic installed using the for ards, stand st highe Protection is engineered and tested to the all-round protection. um comfort and Orcas features 4 recline positions, for optim contoured to keep tiny support. Memory foam cushions are also places. Due to the right the travelers content, with padding in all been lovingly have cs fabri ing cover wide-ranging age span, the hic print. grap etric geom and c fabri ble dura engineered with snug, and , safety Being the perfect combination of style, life when So, . need ever you Orcas may be the only car seat ey. journ ging chan everyour for s happens, choose Orca 01827 310557. For more information call Diono on


nursery today d

Inspired with Spiraloo Garden Gang is a range of exciting activity toys exclusively designed for Red Kite. The Spiraloo is easy to attach to bumper bars and car seats, ensuring little ones have something to take their minds off their boring travels. Bright, colourful and entertaining are just a few of the words which best describe the Spiraloo, children from birth will always want to go for trips with their favourite accessory. Tel: 01454 326555 Email: Web:

Rear facing for longer The Isafe Aurora Extended Rear Facing Car Seat enables children to travel rear facing for longer in the recommended rearward facing position as required by law. The Isafe Aurora can be installed into the vehicle using an Isofix base, which is included, allowing children to travel from birth up to 13kg in the rearward facing position. This seat has been designed with super deep padded sides in both the seat and head area to ensure the ultimate protection in the event of a collision. Furthermore the seat is reinforced with a steel seat shell and energy absorbing area on the base to protect children in a front or rear collision. For added comfort, there is also a newborn support that features removable layers unblushing this to be customised to the shape and size of little one. The headrest and harness can also be easily adjusted as the child grows. The harness features soft padded covers and there is also ventilation on the seat back for additional comfort. Fully compliant to EC44/04. Tel: 01902 593037 Web:

Euro Stock Traders Ltd Nursery Today Magazine 19-11-2018.pdf 1 19/11/2018 14:53:00












Safety, comfort, consistency 12 years of car seat safety: Introducing the new Cybex Platinum Z-Line Cybex, the global company renowned for its luxurious car seats, baby carriers, and pushchairs, has launched its new Platinum range of car seats, the Z-Line. The new Z-Line range combines safety, comfort and consistencyy to ulaarr ular odul od modular ham ith with w protect children from birth up to 12 years and also comes wi na ona on r i ir Sirona S , e e, z i iz S -S i-Size, i Z Cloud the base system. The Cybex Z-Line range includes n ion io t ut u l o ol Solution S seat, car 2/3 group the as well as Z Z i-Size, matching Base Z-Fix. ety et aaffety n,, ssafety ign esig es design, The Z-Line follows Cybex’s D.S.F innovation principle: d a d nd n and a y t ty i li lity ality a function precise safety, m and functionality to offer maximu unique design. it kes it ake makes ma mm The intelligent design of the new Z-Line modular system hee h as tthe as , t xt x e next, ne e h the to group seat car one easier for parents to transition from Z a n na o r ro i Sirona S Si the and i-Size Z Cloud infant the with Base Z can be used ts iiss eeaats aarr sseats i-Size. The base intelligently recognises which of the two car ud Z ud o lo Cloud C e h he the of entirely use connected, which prevents forward-facing he he orr tthe s ffor ts t n ents e en m e em r requirem height and age the met has i-Size or before the child i-Size. Z Sirona ona Z iron ir Sirona Cloud Z i-Size (from birth to 18 months, max 13kg) and S 18kg) max i-Size (from birth to 4 years, o eaatt tto seat the sse the veerrt th nver nv With the Cybex Cloud Z i-Size car seat, parents can convert o ng tto aviin av an ergonomic lie-flat position outside of the car, without having naa Z ron ro iiro Sirona Si nd S aand remove the child from the car seat. Both the Cloud Z i-Sizee an n o io t c ct e t te o ro r Protectio P pact Side-Im Linear d integrate the i-Size car seats feature cctt paact mpa idee--iim id m a sside-imp System (L.S.P.) which reduces the forces of an impact from collision by approximately 25%. es blles naab n hatt eenables that The Cloud Z i-Size features a 180° rotating mechanism tth s t i its it n a than lighter 15% also is and car the from entry and exit easy predecessor, the Cloud Q. nge ng haange h to cchange ntts to n The Sirona Z i-Size uses the same Base Z to allow parents itss it o to t s k ks n a an h thanks th y, necessar where facing forwardto rearward the seat from ion ion ctio ctio rect ire Directio D Di 360° rotation mechanism. In addition, it features Driving Dire ts ents even even rev prevents p ich pr hic which wh Control, a pioneering parent-friendly technology feature, w 6 16 1 t st a e ea least l t at is child the before position facing misuse of the forwardmonths old or 76cm tall.

5 15 rs, 1 ears ea Solution Z-Fix (can be used from 3 to 12 yyears, – 36kg)

dth idt width w nd wi and The Solution Z-Fix car seat features 12 adjustable height aan ed ted nte aatteen aten h patented The positions to adapt to a child’s changing needs as they grow. T in remains head child’s the that ensures three-position reclining headrest g. ng. i in p ep e le sleeping. s n e en h when wh w e r u ur t at a e feature feat fe comfort added an is and seat the of the safety zone he the iitth th with dw ped uipp qui equippe For maximum safety, the Solution Z-Fix also comes eq L.S.P. system and an energy absorbing shell. ine Lin --L -Lin Z-Line um Z num atiin lat Platinum P he Pl Luke Burns, UK GM at Cybex, said: “We created the t s o ost os m tm utmost u e h he the t and s range to offer a number of intelligent function h itth with w sed wi se used bee u an b can haat cca h convenience for parents. With the modular Base Z that is is t a ea seat s r ar a car c d n nd o co c e second s se a g n choosing i-Size, Z Sirona and i-Size Z Cloud the both an easier decision for parents. tllyy antl stan o st on to cconstant ity to bililit “This new range of car seats demonstrates our ability s as a y t e et f af safety s t s st e h he highest the e guarante that ons innovati strive to develop ut put p ntts pu arreen well as easy and intuitive handling. The trust that parents e h he the th t o to t d ed transferr be in their first car seat of the Z-Line can complete Z-Line family.” For more information, visit


nursery today


Parent must have Award Winning Seat Back Organiser from Clippasafe Keeps Car Journeys Stress Free The Seat Back Organiser from Clippasafe is a must-have for parents who take their children on car journeys and want to keep them entertained. Parents agree as it scooped a Gold Award from parent testing organisation, Bizziebaby. Great for short commutes and perfect for helping to keep kids occupied on longer trips; the organiser features straps that attach it easily to the front seat. It has pouches to keep items like toys, books and snacks in, plus an iPad viewing compartment so children can have their very own seat back TV. One tester who tested the Seat Back Organiser praised the usability and convenience of the product: “This is a brilliant product, especially for long trips! My daughter really enjoys watching films when we have to do long haul trips to family, so this is perfect and also fits her drinking bottles in. Well worth the money!” Another tester went on to say: “It’s very good quality and made the car a much tidier place which put a huge smile on my fiance’s face. A place to store car toys, snack, drink and spare nappies and wipes. The tablet pocket makes longer journeys more bearable. This was great value for money!” Roger Cheetham, Managing Director of Clippasafe, says: “We’re always responding to a need for not only safety products, but also those aimed at making parents’ lives easier and less stressful. We see our range as a one-stop shop for child safety and parental convenience.” Clippasafe’s Seat Back Organiser retails at £11.99 Tel: 0115 9211 899 Web:

Flexible solution The iSafe Duo/TRIO Group 1 2 3 Isofix is all about ‘flexibility’ as it can be installed using either the Isofix system or a 3 point seat belt. With several recline positions and an adjustable headrest and harness, the iSafe Duo/ Trio seat provides comfort for children. Deep, softly padded side wings provide optimum side impact protection. While the pivot link system reduces forward motion in the event of a impact.

Key features include: Multi position seat recline + Multi positions head support, GROUP 1, 2, 3, ISOFIX, Suitable from 9 - 36kg Seat & head cushion inserts (Detachable / Washable) Deep side wings With FULL Side Protection 5 point harness with one pull adjustment & Seat belt Buckle Cushioned Dimplex Airflow seat allowing air circulation so that your child is sitting comfortably. Tel: 01902 593037 Web:


nursery today

Cutting edge design with Britax Römer The ADVANSAFIX IV R is a cutting edge new Group 1/2/3 ISOFIX seat distinguishable thanks to its unique design and superior comfort. The multistage seat grows with children in a few simple steps from 9 to 36 kg, whilst retaining excellent safety features. It is designed, crash tested and made locally in Ger many to ensure the high standard of quality and sustainability for which Britax Römer are well known. The ADVANSAFIX IV R comes in a variety of colour options and is available now, with an RRP of £250.



air off highch orders in r only! Decembe

Bebe Style are designers and manufacturers of quality products for babies & toddlers Our range of car seats, high chairs and baby walkers are loved by parents and children alike. Our focus on safety, quality and value have enabled us to become one of the best trusted brands.

We r cove , ighchairs

Kiddi Style are global manufacturers of quality products for toddlers. Our focus on safety, quality and value have enabled us to become one of the best trusted brands.

,H Car Seats nging Units, Cha s Walkers, ats, swing and Playm cers and boun

Our passion for design and styling along with a sensible pricing policy does not detract from the most important factor of safety and fun.

Our range s: e d u l c in Furniture

ooden Themed W n, Pirates & Cars a Cr yo s Princess, oll House Wooden D itchens Wooden K

Where Quality meets Value |


Here for The Journey! Seguro Bebe Bravo Isofix is a group 1 2 3 child car seat designed to grow with the child from 9 to 36kg. Side impact protection and an orthopaedic seat back shape offer maximum safety and comfort. The isofix installation system ensures that the car seat will be installed securely. Bravo Isofix too has a 5-point safety harness with child proof buckle, adjustable headrest, plush child inserts, removable and washable fabrics and a comfortable carry handle. Available in Beige on Navy, Grey on Black, Pink on Grey and Pure Black. Tel: 0208 127 6715 Email: Web:

Graco – the road to i-Size Choosing a car seat is a big decision, and can’t be left for chance. With over 60 years’ experience in child safety, Graco are passionate and committed to deliver market-driven products to the highest safety standard and provide reassurance to parents when out and about. 2019 will see an extension to their range of R129 i-Size regulated seats with the launch of SnugEssentials i-Size. An amazing value-for-money infant car seat that combines safety and comfort for the first journey and all those to come, suitable from birth up to 12 months (40-75cm). With side impact protection and ultimate comfort with removable newborn insert, this seat is sure to become a hit. At only 3.25kg, it is easy to handle and carry, perfect for parents on the go. Graco recommends to use the SnugEssentials seat with the NEW SnugRide i-Size base, with its ISOFIX installation, providing optimal travel safety. SnugEssentials i-Size and the SnugRide i-Size base will be available from mid-March 2019. Tel: 01889 808 900 Email:


nursery today

i-Top pram shown in Duck Egg


Dusk Grey

Soft Pink

Jet Black


Slim is in…. Building on their heritage in the market, Graco is launching a new Group 0+/1/2/3 Car Seat, SlimFit LX, their first ever rearward facing seat for longer – from Birth to 18kg (approx. 4 years old). With longer lasting safety and comfort at every stage as children grow up to 12 years old, this modern looking car seat features innovative True Shield side impact technology and combined with EPS energy absorbing foam, it truly shields and protects from head to hip. For ease of use, designed with parents in mind SlimFit LX has a one-hand 10 position, headrest and harness adjustment with no-rethreading of the harness. This seat truly goes the extra mile. Fitting the seat is simple too, using the 3-point seat belt and Graco ISOcatch connectors secures the seat in place giving extra peace of mind. For ultimate comfort this seat includes a removable body and head support and also offers 4 recline positions (2 forward/2 rearward) making this a great option all around. It really is the only car seat parents (and children) will ever need. SlimFit LX is available from mid-March 2019 Tel: 01889 808 900 Email:

Time to dock Peg Perego launches its Prima Viaggio i-Size car seat and duo base. Introducing the Primo Viaggio i-Size car seat, approved to the new ECE R 129 standard. It is sold with the i-Size Base and fits easily to Peg Perego’s range of strollers using its unique docking stations. Engineered for superior safety, the roomy seat offers extreme comfort and maximum protection thanks to special features including the tri-stage cushion, which follows baby’s growth; adjustable side-impact protection from birth to 83cm height, 13kg (15 months); extendable hood with zip that protects baby from all the elements (UPF 50+); and its mesh side netting provides ventilation. What’s more, the i-Size base is a duo base which can be used with the Viaggio FF105 forward-facing car seat (available from early 2019) approved for older children up to 105cm and 20kg. Web:


nursery today

Take a spin with Joie Welcome to the world of Joie car seats. Here we highlight four products within their 2019 range.

Going through the stages Birth to booster, Joie’s first award winning multi group seat Stages is as popular as ever, and now has an ISOFIX upgrade to become Joie Stages FX – Group 0+/1/2. Suitable from birth it begins as a rear facing infant seat that allows you to keep your child rear facing until 4 years. Then forward facing to 25kgs, approx. 7years of age. A reinforced steel frame ensures unrivalled protection on the most intrepid of expeditions, as energy is absorbed around the car seat in the event of an accident, while side impact protection provides added security for the head, body, and hips. The removable infant support insert can be customised to ensure ultimate fit and safety at every stage of growth. The seat features a one-hand harness and headrest multi-height adjustment; along with 6 seat recline positions. It includes hide-away 5-point harness storage for high back booster use. Stages FX fits easily rear facing, using the 3-point car seat belt. Then simple and exact ISOFIX installation plus top tether in Group 1 forward facing, and ISOSAFE connection to keep seat securely in place in Group 2 booster mode use.

Meet bold, three seats in one with extended harness protection Joie Bold, three seats in one super transporter designed to grow from nine months to 12 years old. The Bold stands out from the crowd providing 5-point harness security up to seven years old (25kg), converting to a belted booster from 15-35kg. Joie ISOSAFE connectors, top tether and vehicle belt combine for a safer, stronger installation. And powerful side impact protection with Guard Surround Safety panels that shield little ones from head to hip. For ease of use the Grow Together multi-height headrest and harness system enables quick, simple adjustment with one-hand to 11 positions as your child grows, no rethreading of harnesses required. Additional features include 3 recline positions, removable body support for younger children and a cupholder that attaches on either side of the child seat.

New Joie i-Spin 360 Meet i-Spin 360. For Joie the category leading Spin 360 car seat has enjoyed tremendous success globally since its launch. 2019 sees an exciting expansion of this best-selling platform with an all-new iSize rotating car seat for Joie, the i-Spin 360. The i-Spin 360 is suitable from birth up to 105 cm or 19kgs. A huge benefit of i-Spin 360 is the one-hand spin capability, which can be operated by independent buttons on each side of the seat offering parents an effortless way to get their child in and out of the car – even in a 3-door vehicle. A new upgrade on the extra side impact Guard Surround Safety panels for i-Spin 360 is auto-activation. When the child is buckled into the seat, the Guard Surround Safety will automatically engage, coming out of the seat sides. However if vehicle space is an issue, parents can still manually adjust each panel individually, giving the option to close the Guard Surround facing the interior of the vehicle. To help encourage rearward facing for as long as possible, another new feature on i-Spin 360 is a lock off device that prevents rotation of the seat in to a forward facing position for use. Once the child reaches 15 months and beyond, if forward facing is desired, parents can disengage the lock to allow forward facing spin. As always we want to provide parents the option to keep their child rearward facing as long as possible for optimal safety, so the i-Spin 360 rear faces all the way up to 105 centimetres.

New level of Joie success! Joie’s lie-flat iSize infant carrier has received a great reaction from the trade and consumers alike which looks set to continue into 2019 as it remains Joie’s premier infant car seat solution! The Joie i-Level is suitable from birth up to 85cm and less than 13kg. i-Level cleverly and simply converts to a flat reclining seat that can be used flat, both in the vehicle and on the pushchair! The i-Level’s 157 degree ergonomic angle is engineered to keep your child’s head, neck and body in perfect alignment promoting healthy spinal development and to maintain constant airflow. Featuring certified side impact protection and a multi-height headrest and harness that adjust together. It comes complete with an ISOFIX base, the iBase LX, which is also available separately should a second base be needed. The infant seat pairs with the Joie chrome dlx, mytrax, pact and litetrax 4 pushchairs, as well as other brand pushchairs using adapters.

Tel: 01889 808 900 Email: nursery today


talking shop This issue we speak to a number of established independent retailers to find out their views on how the car seat category is currently performing.


George Bezani

Do you feel new parents are now more aware of what they require when purchasing a car seat? On the whole yes, we find that parents now know about the benefits of extended rear facing and choose i-Size products which enable their child to rear face for longer. Do brands play an integral role? Yes, the information on both ours and the manufacturers website is invaluable. Also online fitting lists are a great help. Are parents looking more closely at the safety aspects of a car seat compared to price? It depends on if it is the primary or secondary seat. We are finding that the primary seat is one the customer is happy to pay for the safest seat, however they appear happy to compromise for the best price on the second or grand parents seat. Would you say that i-Size is now firmly established with parents having a better understanding? Yes, sales of group 1 forward facing seats are pretty much non existent for us.

Are parents now actively looking for infant car seats that include ‘lie flat’ features? It hasn’t been something that we have parents coming in asking for however we have several seats which do. Do you feel that as an industry we are continuing to send out a universal message with regard to car seats and use? No, I find it incredible that ECE R44/04 seats are still being released. Are parents now looking more closely at Group 1,2,3 seats - are these considered perhaps better value for money taking a child through the various stages? We do not sell many 1/2/3 seats as most of the parents who have bought from us have invested into ERF and the majority of the 123 seats are forward facing only. The only 1/2/3 seat which is selling for us is the Joie Bold which the harness is suitable to 25 kilos. This is mostly sold to parents whose child has outgrown the Group 1 or i-Size but isn’t mature enough for an HBB. What about innovation, do you think parents are now looking for added technology within a car seat? Not necessarily. I think a good ADAC safety score will beat bells and whistle on a seat. However mums do love the swivel function of a seat which helps loading the child in and out of the car.

Gary Watts


Do you feel new parents are now more aware of what they require when purchasing a car seat? I do think they are becoming more aware thankfully but a lot of customers are still confused and at times misinformed. Is this a category that is heavily researched prior to purchase? Yes definitely almost everyone has done some degree of research especially when it comes to the first stage car seat purchase. Do brands play an integral role? Brands do play an important role in both bringing products to the market place and making people aware of the benefits and the value of these products. Are parents looking more closely at the safety aspects of a car seat compared to price? Some are yes but in the main they are looking at the aesthetics and the brand but they often check reviews etc., so in many instances it does have an influence on the purchase. Would you say that i-Size is now firmly established with parents having a better understanding? i-Size is making its impact without any doubt and is a significant difference to the market and the safety of children within those seats. Its definitely established and is, I think, a game changer. Do you feel that as an industry we are continuing to send out a universal message with regard to car seats and use? I think as an industry we do try and do that and in the main we succeed although we do get a lot of consumers who are given incorrect advice from other sources which is always frustrating.


nursery today


Alan Peacock

Is this a category that is heavily researched prior to purchase? There are two extremes – half come in with absolutely no awareness, and the other half are armed with information and know exactly what they want. Are parents looking more closely at the safety aspects of a car seat compared to price? Again, two extremes! Every day I hear both of these phrases… “you can’t put a price on safety” and “you can’t put a price on safety, but…” Are parents now actively looking for infant car seats that include ‘lie flat’ features? This is not something that I regularly have parents pro-actively looking for, although some do like it as a potential feature that may be useful in some cases. Do you feel that as an industry we are continuing to send out a universal message with regard to car seats and use? No! There is no universal standard or product. There is no universal legislation. I think that the consumer is only led by individual brands corporate marketing, advice/recommendation from a friend, or in store guidance. Are parents now looking more closely at Group 1,2,3 seats are these considered perhaps better value for money taking a child through the various stages? I’m sure that this will vary massively based on location, but we are finding a constant trend towards extended rear facing, which does take many 1,2,3 seats out of the equation for many parents. The ‘modular’-type systems are definitely influencing parents at new-born stage and retaining many into group 1. This (1,2,3) market does continue to be popular for grandparents.

Sara Hubbard


Do you feel new parents are now more aware of what they require when purchasing a car seat? Yes they are, to an extent. We now have more customers coming in aware of various different brands and the safety features they have. We do still have some customers who use the internet as their onlyy source of information, which can lead to confusion as to what the safest car seat options are. Is this a category that is heavily researched prior to purchase? We don’t think it is researched enough. People seem to research their pram and furniture extensively, yet forget that car seats are the most important purchase as a child safety item. Do brands play an integral role? They still do; many customers looking to buy into a ‘travel system’ like the idea of the car seat matching their pram system, even when it is not the most suitable car seat for their childrens needs. However, we are noticing that brands like BeSafe are being recognised more thanks to successful partnerships with pushchair brands like Joolz. Are parents looking more closely at the safety aspects of a car seat compared to price? Unfortunately no. It’s a topic that upsets us here in store quite regularly, as people seem loathed to spend over £100 on a car seat but happy to spend hundreds on a designer changing bag. Thankfully, when we have customers in store we are able to explain the necessity of a safe car seat to them, and often can change their mind about parting with more money. Would you say that iSize is now firmly established with parents having a better understanding? No. We recently shared a post across our social media channels about influencers and celebrities sharing their car seat choices; one in particular had turned their child forward facing a few days after her 1st birthday. We tried to reiterate the importance of the iSize principles; that regardless of a child’s height and weight the safest position under 15 months is rear facing. A lot of people still assume that because car seats with the old regulation (forward facing from 9kg) are still available on the market, that iSize doesn’t apply to them, and they don’t need to be concerned with updated recommendations. Are parents now actively looking for infant car seats that include ‘lie flat’ features? They are definitely asking us about them more. Families are starting to live much further away from each other due to jobs or education demands, so people are more aware of how to transport baby safely over longer distances. We carry the Kiddy line of car seats and always offer these as an option should a customer feel a ‘lie-flat’ feature is essential to them. Do you feel that as an industry we are continuing to send out a universal message with regard to car seats and use? Not at all. We strongly believe, and always have, that car seats should be an in store purchase only. The sale of car seats online promotes incorrect fitting, and has lead to many customers coming to us asking us to check their seats. More often than not, the car seat is not suitable at all for the car, let alone the child. With such a high risk of danger when travelling in a car, we feel it should be of paramount importance to source the right information and guidance on a car seat, and you can’t receive that from a web page. Are parents now looking more closely at Group 1,2,3 seats - are these considered perhaps better value for money taking a child through the various stages? We do have customers regularly asking about 1,2,3 seats. However, with the popularity of the travel system, modular systems like the Maxi Cosi 2WayFamily have massively risen to the forefront of peoples minds. As a lot of our customers are starting families at a slightly older age, they are having children much closer together. A 1,2,3 car seat is not always better value in this case, as they are having to swap more than 1 child out of a seat at different points of their development.

iZi Flex FIX i-Size World’s first R129-02 Highback Booster on the market

» Removable SIP bumpers » SIP+ » 3-in-a-row » PAD+ » Recline position » Integrated carrying handle

To join in – Contact your BeSafe representative or email

nursery today


Kevin Clarkson


Do you feel new parents are now more aware of what they require when purchasing a car seat? Yes the awareness of the need for car safety is now higher than previously but there is still the train of thought that a car seat is a car seat and if it passes a test its OK. Often what they are looking for are features not actually about safety but more about convenience. Is this a category that is heavily researched prior to purchase? To be honest there is researched and “correctly” researched why is it that the companies that seem to push and advertise the features of a product best generally have some of the less desirable products in actual crash tests (ADAC etc). This is something that the better manufacturers could do to highlight better. Only then could consumers make a more informed choice. The internet is also partly to blame for this as proper guidance and information cannot be given over a webpage. Are parents looking more closely at the safety aspects of a car seat compared to price? Consumers tend to fall into 1 of 2 camps either they read up to the n’th degree and bamboozle themselves with facts or as mentioned before think a car seat is a car seat. Would you say that i-Size is now firmly established with parents having a better understanding? Yes we are now struggling in most cases to sell anything other than i-Size in several categories even though most consumers do not know what “it” is. They have got in most cases round what Isofix is mostly due to labelling inside vehicles but i-Size they know they want it but don’t know what it is. Do you feel that as an industry we are continuing to send out a universal message with regard to car seats and use? No there is still too much conflicting info being sent out from the different factions of the industry. I would split these into the ERF, shield and harness camps. These camps get more vociferous once you delve into the Facebook groups highlighting the said preference. Some of these groups are quite frankly dangerous at their worst giving out advice without knowing the full background to what is wanted by the consumer and vehicle/ circumstances etc. The industry needs to help themselves as an industry as a whole and promote that there is room for all these technologies BUT the decision is based on all factors and so long as the fitting is correct for both vehicle and child then we are doing a better job than when children were left lose in the back of the car. Individual companies getting at each other is detrimental and leaves the way open for some of the cheap/inferior products to get a foothold into the market, it is these products that are the most dangerous. In the end a huge opportunity was missed with R129 as the whole crash testing system could have been improved to be more realistic of actual accidents whilst most “premium branded” manufacturers already test their products to a far higher standard than required there are those who just scrape over the current system. If safety is to be improved throughout the industry this minimum benchmark had the chance to raise the level considerably. Are parents now looking more closely at Group 1,2,3 seats - are these considered perhaps better value for money taking a child through the various stages? Yes the value for money part is highlighted but as an industry we should be promoting “duty of care” and this has to mean the child will always be best going through 3 individual seats tailored to their age/weight etc on safety grounds. Just look how many group123 seats are mis-used by consumers. I had a lady in the other day with one (not purchased from ourselves) who was still using the 18kg harness for a 23.5kg child “as the harness must be safer than just a seatbelt”! What about innovation, do you think parents are now looking for added technology within a car seat? They seem to be impressed by lights and beeps and magnets none of which actually help the safety but hopefully might stop them fitting incorrectly.


nursery today

David Winstanley


Do you feel new parents are now more aware of what they require when purchasing a car seat? Not so much when purchasing from birth especially with first time parents. More so when they are looking for a 2nd stage seat or hi high-backed hb k d booster as they have often done some research before coming into store. Is this a category that is heavily researched prior to purchase? I honestly don’t believe they do as much research into infant carriers as you would expect with it being a safety concern. In terms of next stage and high-backed boosters as I feel there is more information available to parents looking for these category of seats. Do brands play an integral role? Yes. Maxi Cosi being the most popular for infant carriers as it is usually something that they have seen either on travel systems or that has been used by friends or family previously. Other bigger leading brands such as Cybex, Britax, Kiddy and Joie are also popular with the few people that have researched infant carriers. Second stage and high-backed booster seats, I find, are usually dependent on the features and the price range. Are parents looking more closely at the safety aspects of a car seat compared to price? I think this is all dependent on who is using it and how often. For example, if parents are purchasing a seat for their own use and their own car their purchase decision will be influenced by primarily by safety features. If they are purchasing a seat for grandparents’ car that will only be used a handful of times for shorter journeys, they will tend to choose dependent on cost. Would you say that i-Size is now firmly established with parents having a better understanding? I believe that i-Size is more established with parents that are looking at next stage seats as opposed to infant carriers. When i-Size is explained to people they do tend to understand the benefits and it is a fairly easy upsell. Are parents now actively looking for infant car seats that include ‘lie flat’ features? Lie-flat infant carriers are becoming more popular and parents see the benefits of increased comfort for the baby and we make them aware of the time limits of newborn babies in a traditional car seat when used in conjunction with the pram chassis. These parents have usually done more research before arriving in store. Do you feel that as an industry we are continuing to send out a universal message regarding car seats and use? Maybe not for new first-time parents. I feel that there should be more information readily available for parents to be regarding car seat safety as there is surrounding safe sleeping. Maybe with advice initially starting with midwives and health visitors. There seems to be more information available for next stage car seats. However, we still tend to see a lot of these fitted incorrectly. Sadly, it appears that some customers don’t read the manual as much as they might. Are parents now looking more closely at Group 1,2,3 seats are these considered perhaps better value for money taking a child through the various stages? Yes, they are becoming increasingly popular and there are some good ones out there which can rear face up to 18kg. They are a popular ‘value for money’ choice for grandparents. I suppose the concern is that one seat has taken the place of what was traditional 2 purchases. The increased popularity of multi group car seats means less money in the till for the retailer. What about innovation, do you think parents are now looking for added technology within a car seat? I’m not so sure that parents realise the amount of technology and research that goes into developing and manufacturing of car seats. As retailers we must educate and sell those features hopefully converting that customer to spend that little more.

supplier snapshot This issue we spoke to a number of the industry’s finest to find out their thoughts on the car seat sector.

Oliver Pain


Paul Sirett

Is this a category that is heavily researched prior to purchase? ase? Most definitely. Parents know that safety is paramount and so spend time researching and comparing before making a purchasing decision. They expect the maximum level of safety, fantastic features, quality finishes, competitive prices, ease of use and comfort for the child.

Do you feel new parents are now more aware of what they require when purchasing a car seat? This is definitely improving, however unfortunately still many misconceptions, half-truths and spin continue to be presented by some store staff and suppliers. This adds confusion both to retailers and consumers alike. Retailers should challenge their suppliers to justify any claims they make so they can be more helpful to their consumers. BeSafe continue to strive to provide fact-based, logical advice to the trade through our Sales team visits and training events, and we always welcome the opportunity to do more staff training.

Are parents looking more closely at the safety aspects of a car seat compared to price? Safety and price are both important factors for parents looking at car seats. Having a baby is expensive so price will be considered, however the safety of a child is the most important factor. Parents will look for the highest level of safety at the best possible price.


Is this a category that is heavily researched prior to purchase? Increasingly so for many in the market, however still the consumer is very vulnerable to poor advice from poorly or incorrectly trained store staff and incomplete website information. Do brands play an integral role? It has to be a true partnership between retailer and the brands. One party cannot improve this alone. Would you say that iSize is now firmly established with parents having a better understanding? Certainly in our segment of the market iSize is understood as the ‘Gold Standard… and expected by consumer. Do you feel that as an industry we are continuing to send out a universal message with regard to car seats and use? This is definitely improving, however unfortunately still many misconceptions, half-truths and spin continue to be presented by some store staff and suppliers. Are parents now looking more closely at Group 1,2,3 seats - are these considered perhaps better value for money taking a child through the various ious stages? Multi-stage seats can an be seen as being a compromise for each ch child-stage of course, se, yet do offer the budgett conscious consumer er another option. BeSafe do not support such seats simply from an optimal safety point of view.

Are parents now looking more closely at Group 1,2,3 seats - are these considered perhaps better value for money taking a child through the various stages? Absolutely. Group 1 2 3 car seats offer great value for money; the longevity of their use is unmatched. Most leading models are available with isofix, 5-point safety harness, side impact protection and orthopaedic support meaning there is no compromise to be made for the car seat’s extended use. Secondary carers (e.g. grandparents) also often chose a group 1 2 3 car seat for the aforementioned reasons.

Luke Burns

GENERAL MANAGER UK / IRELAND - CYBEX Do you feel new parents are now more aware of what they require when purchasing a car seat? Yes, I still believe there needs to more clarity regarding the right car seats for a child depending on their age and weight and eliminating the unnecessary confusing and conflicting opinions – this is something as BPA chairman I am championing for our industry. Is this a category that is heavily researched prior to purchase? Parents spend a lot of time researching car seats before choosing the right one for their child, one of the main things that parents look for is award-winning safety, it makes them feel more confident in their purchase. Here at Cybex, our car seats are renowned for their award-winning and exceptional safety features, offering parents total peace of mind prior to purchase. Some parents prefer to begin their research online before visiting their local retailer, others are influenced by their friends and family, whilst some consider reviews or prefer to go to a store to get advice from sales staff – it all comes down to personal preference.

Parents also feel more confident if a car seat has great reviews from real parents/ trusted impartial sites. Do brands play an integral role? Safety comes first. Parents are more likely to invest in a car seat that is equipped with numerous enhanced safety features and one that keeps a baby comfortable and secure. A brand brings trust and will invest into safety to protect their own brand position. Are parents looking more closely at the safety aspects of a car seat compared to price? Parents of course want their child to be safe on journeys and they want peace of mind that their child is safe and secure in a car seat. But they are looking for car seats that also have features such as extended rearward-facing functionality, 360° swivel function and side-impact protection in the case of a side collision – all of which enhance child safety and make parents’ lives easier. nursery today


Tom Hemus

SALES EXECUTIVE, DIONO S D you feel new parents are now Do more aware of what they require m when purchasing a car seat? w Yes, Y awareness is increasing however there th is always work to be done to communicate with new parents when c it i comes to UK legislations and product advancements. p

Is I this a category that is heavily researched prior to purchase? r Naturally, in car safety is important to N when it comes to a purchase of a car parents so w seat, customers are keen to take the time to learn about brands and relevant products before they invest. Do brands play an integral role? Yes, there are ever increasing opportunities for brands to make parents aware of their products and then communicate with them: instore, online, events, awards to name but a few. One of the key messages of Diono’s Radian 5 car seat is “rear facing for longer and up to 25kg harness”. It’s important that we aim to convey this message at every touchpoint. Do you feel that as an industry we are continuing to send out a universal message with regard to car seats and use? Yes, because the messaging is backed by law, we find that retailers and brands are duty bound to convey the same messages. This creates a level playing field. Are parents now looking more closely at Group 1,2,3 seats - are these considered perhaps better value for money taking a child through the various stages? Some customers are happy to purchase multiple car seats throughout a child’s early years and beyond, these can offer best fit for each stage. However, multistage car seats can offer great value. Diono’s new Orcas car seat comes with cozy nesting for babies up to 18kg. Then as they grow, it converts to a high back booster that is easily adjustable to provide a comfortable and protective environment. It is important that a multistage car seat offers best fit for each stage, Diono car seats offer different types of inserts to allow this including our new nesting insert system. What about innovation, do you think parents are now looking for added technology within a car seat? Customers are interested to learn about new technological advancements and features but they need to be convinced of the associated benefits. Conversely, as parents are increasingly well educated, they can spot gimmicks. Innovation must have a strong foundation.

Gary Anderson

SALES & MARKETING MANAGER, APRAMO UK Are car seats a product category that is heavily researched prior to purchase? Absolutely. Most parents and parents-to-be conduct their own in-depth research online, taking on the viewpoints of respected review sites such as Madeformum, Mumsnet, and Which?, together with thoughts and opinions of other parents, social media influencers and retailers. Customers have the assurance in purchasing from market leading brands, however doors are opening for smaller, lesser well-known brands, which parents also have confidence in considering through word of mouth and their own research. Do brands play an integral role? As shoppers are ultimately much savvier in their purchasing decisions, it is now more important than ever that a brand is visible to consumers. It’s important that we continue to respond to customer demand and consumer needs, for example, including features such as 360 rotation at the push of a button, to make it quicker and easier to get baby out of a rear facing seat, so that we are offering products that parents want. Plus, with social media now in the communication mix, it is important that as a brand, we project our own voice and personality, to build awareness and install trust. It’s also much easier for customers to communicate directly with a brand via multiple social platforms with their queries, so this facility is also integral to the role that brands are now playing in assisting with purchasing decisions. Are parents looking more closely at the safety aspects of a car seat compared to price? Safety will always be the number one priority for this purchase, but I believe there is also a certain expectation from the consumer that products available for sale in the UK must be and are safe. It is becoming an increasingly competitive market, and consumers will therefore always look for products that offer the best value for money based on their needs. Whilst price is also a factor, our research has shown that parents will also pay a higher price point for a product that ticks all the right boxes and has longevity e.g. a car seat that will grow with their child. For example, our All Stage car seat is a Group 0/1/2/3 seat suitable from birth, right through to 12-years of age. This removes the need for parents to purchase multiple seats over the years and consequently, this type of seat is becoming an increasingly popular choice with consumers. Would you say that iSize is now firmly established with parents having a better understanding? Both personally as a new parent, and professionally working in this sector, I still don’t feel that we are at the point where there is an across the board understanding regarding regulations, such as iSize and what it means for them. I do believe this will chanr but it does take time to roll out and I feel there is still more to be done towards educating the general public. Are parents now looking more closely at Group 1,2,3 seats – are these considered perhaps better value for money taking a child through the various stages? Our research has suggested that many parents-to-be are now considering seats which go from birth to Group 3, such as the Apramo All Stage or are opting for 0+ to Group 1 extended rearward facing up to 18kg and are then purchasing a Group 2/3 high back booster seat, like the Apramo Ostara Fix. What about innovation, do you think parents are now looking for added technology within a car seat? This is obviously a very innovative and technology-driven market, with companies continuously trying to develop new features that improve safety and ease of use. At Apramo, it is our main priority to continue producing a range of products to meet the needs of today’s modern and safety-conscious young families, which are of a premium quality, at an affordable price and are safe, stylish and stress-free.


nursery today

feature East Coast

Create your own nursery with East Coast furniture Designing and putting together the nursery is one of the most enjoyable parts of preparing for a new baby, and nursery furniture is one of the biggest purchases that parents will make. Nurseries come in all shapes and sizes, and every family’s needs are different, so one room set won’t always work for every room or every baby. ast Coast Nursery supply a collection of colour-matching furniture pieces, inviting parents to ‘Create your perfect nursery’ - putting together their own room set to suit their style, space and budget. A selection of pieces are available in antique, white or grey. Grey has been a staple in home décor for many years, and now it’s a growing trend in nursery décor too. Grey is the perfect colour to use in a baby’s room – it’s neutral and unisex, and it complements so many styles of bedding and décor, from brights to pastels. This pale shade of grey manages to look bolder and more modern than white, while remaining restful and soft. With the demand for grey furniture increasing, the East Coast grey collection has expanded this year. Alongside the bestselling Hudson Cot Bed and awardwinning Anna Dropside Cot in grey, there are some fantastic options for parents looking for something a little different. For smaller rooms, the Carolina Cot is a space-saving piece that comes complete with its own mattress, measuring 20% smaller than a standard cot. The Carolina was given a Silver Mother & Baby Award 2018, with testers saying: ‘It is small enough that it can easily fit by the side of our bed, where our full sized cot will not. It’s at a nice height for having next to the bed too, meaning baby can easily see you through the bars.’ ‘My son didn’t like his Moses basket as he couldn’t see out of it, he much preferred this cot as he could see what was going on around him before dropping off to sleep. It was small enough to have in my living room but it was spacious enough inside for my son. Once dismantled it even fit in my small car boot, so it was easy to take to trips to Grandma’s.’ A dresser is a valuable addition to the room – it gives plenty of storage space and a safe sturdy surface for easy changes. The Clara Dresser is a perfect match and offers great value. Its open shelves keep changing essentials close to hand,


and the top fits a standard changing mat. There’s even a convenient towel rail on one side. For parents seeking a beautiful centrepiece to their new nursery, the Alaska Sleigh Cot Bed has that heirloom look and is designed to last – converting to a toddler bed and a daybed as baby grows. It has a large under-bed drawer, which adds some valuable storage space. Alternatively, the Toulouse collection combines vintage style and a French country feel, with its curved panels, metal handles and moulded details. It also becomes a toddler bed and a daybed. Both of these beautiful cot beds have their own room set pieces – the Alaska Dresser and Toulouse Dresser and Wardrobe, but they also match the other grey furniture from East Coast. This way, if a customer falls in love with the cot bed, they can either choose to purchase the whole room set, or select alternative matching pieces to suit their space and budget. This flexibility and choice extends to in-store displays too. Not every retailer will have the floorspace to give to a 3-piece Toulouse room set, but how about showcasing a Toulouse Cot Bed with a Grey Clara Dresser? Pinterest reports that in October 2018, searches for ‘gender neutral nurseries’ were eight times higher year-on-year, so as the popularity of grey nurseries continues, there are set to be some more new additions to the East Coast furniture collection for 2019. Your account manager will be in touch with more information! East Coast Nursery have been a family-run company for almost 60 years. One of the UK’s leading suppliers of nursery furniture, their products pass or exceed all the relevant British and European standards, and each piece is made with wood from sustainable sources. Tel: 01692 408802 Email: y Web:

nursery ttoday d


social media ROSS HEWITT

Looking back to the future This issue Ross Hewitt takes a look at how you can benefit from looking at your social media activity during 2018 to start your plan for 2019. ’m writing this on the very last day of November, so we are only 26 days away from the first glimpses of Easterthemed t chocolate starting to appear and a only 31 days away from the start of o 2019. A new year often brings hope and excitement but I’m curious to know e how h many retailers are genuinely excited e about the next 12 months? 365 more days of ridiculous discounting and therefore another 8,760 hours of consumers asking if pri match. Another year of you can price show and dangerously stupid baby shows a managerial behaviour decisions and by the ‘Big Two’…it’s going to be awesome yay! awesome, neeed to keep moving and You need t maintain what working to


M an a g in g , t it w e H an d Ro ss ec ret Pi e e d i a ’. S f o r o t c M D ire vvy S oc i a l a rket in g a ‘S f o r o al m a ut h n h is d ig it h a d h is fi r st a g e b s s o R try 1 9 9 8 an d c a reer in t h e nu r sery in dus fo r a y into o f M a rket in g & a s H e a d r S ilver C ro s s in in c e fo E c o m mer set up S ec ret Pi e e g 2 0 0 8 . H d h a s b een h e lp in 2 0 10 an foun d an d lo ve d c li ents g et ever s in c e . on lin e k etp i e .c o .u k r c e .s w w w .u ec retp i e .c o | R o s s @ s 4 10 0 2 7 | 0 1 9 0 4 ec ret _ Pi e @S | Tw itter :


nursery today

you have and put in some overtime if you want to grow and that might mean overhauling some of your existing activity. I’ve written previously about the merits of having a rolling 3 month social media plan, and I’ve waxed lyrical about extending this into planning the rest of your digital marketing activity, but there is something to be said about looking over your shoulder too. A good business owner is always looking at tomorrow, today, and yesterday. So, do plan away and nail down your strategy and content schedules as it will make the todays and tomorrows of next year much easier to manage, but also make sure you revise and

tweak those plans based on the learnings of all those yesterdays. A good place to start, if you haven’t already, is to properly review your social media activity from this year. Go back through your Facebook or Instagram accounts and start recording the exciting successes or bland failures that you experienced through 2018’s posts and adverts. If you paid to boost a post on Facebook, then what sort of post was it and how wide was the reported ‘reach’. How many people ‘liked’ the post, and how many clicks did it attract through to your website? You will be able to see some results data from Facebook for each boosted post

(or advert) that will show you the gender split and age groups of people who interacted with the post. Make a note of all of this. Have a look at your Twitter or Instagram account – what type of activity attracted a decent amount of attention, such as ‘likes’ or comments? You need to run through this exercise until you get a proper feel for what type of content your audience responds to best. If you like to share photos of products on a white background and they consistently get little to no response whatsoever then remove that type of content from your 2019 plans completely. If you shared something a little bit different or creative and your audience loved it then try introducing more of that going forward. Wherever demographic data is available to evaluate you must start using it to inform your choices going forward. If you boost posts to a certain audience that includes men and women, but 90% of your clicks and interactions consistently come from

women then it is time to ditch the guys and focus your budget on ladies exclusively. Make sure you spend as much of your budget as possible on the groups that are most likely to respond. You can get some similar insights through any activity you carried out on YouTube or Google Ads. If you sent out email newsletters in 2018 then go back through all the campaign data and try to get a view of what types of emails were the most compelling and which ones bombed. Review the subject lines too that you used as that can often be the first hurdle that parts of an audience will fall at. You should be getting a minimum 20% open rate on your emails. You should be looking to get at least 5% of those people that opened it to be clicking on a link. These figures should be even higher for a well curated and tended recipient list that you have been using for a reasonable length of time. If that type of email never works, or that banner ad on that website never produces revenue, or those posts just

A good pl ac e to start, if yolyu haven’ t al re ad y, is to prop er vity revi ew your soci al med ia ac tiug h from th is ye ar. Go ba ck th ro your Fa ce book or In stag ra m e ac counts an d start reco rd in g thres ilu ex cit in g succ es ses or bl an d faug h th at you experi en ce d th ro 2 0 18 ’s po sts an d adverts. fall flat on their face then shake it up and try something new. Have a closer look at your competitors’ content…can you see anything in what they are doing that might give you a different angle, especially when they appear to get getting some decent audience engagement? Is there anything a particular brand did well that you can adapt for your own needs?

Having a plan is the best way to run your marketing…just don’t plan the same old, same old because its comfortable. Learn from the past and try something new. If some of it doesn’t work then take it on the chin and move on…the worst case scenario is that you will have even more and better data with which to make your next decision. Good luck, and happy new year…

Introducing the new Madrid furniture range from Obaby ࠮.SVZZÄUPZO ࠮:SPKPUNKVVYZ ࠮4\S[P\ZLJOHUNPUN[VW


(]HPSHISLMYVTJanuary Pre-order now

® 01652 641490

nursery today



Sooth operator Pacifiers, soothers or a favourite comforter – these all play an integral role in keeping baby calm. here is always a level of anxiety when a new baby or small infant doesn’t settle. Pacifiers or soothers can be introduced at a very young age, becoming a favourite comforter, which turns into an item that the child refuses to leave behind. When we talk about comforters, these can range from a favourite blanket or soft toy through to a not to be lost ‘muslin’. The list of products that are purchased can be quite astounding. Of course though a key item that heads the list is probably a pacifier/dummy and although the trend appears to be that there are a growing number of parents who don’t want to take this route, the majority do. We highlight a number of products that are currently available. popular Slumber Buddies brand, this With recent additions to the hugely


Perfect buddies

Keeping it cleit’san been dropped on the floor, Say goodbye to throwing away a pacifier after and say hello to RaZbaby’s Keep-it-Kleen Pacifier, the only pacifier that automatically closes when it hits the ground. The orthodontic nipple adapts ng easily to baby’s natural sucking action and will not damage their developi mouth. The silicone nipple is non-toxic, odourless and easy to clean and does not retain stain or residue. Each pacifier comes with an attached shield er. which snaps shut the moment it’s dropped. The first 21st Century pacifi Tel: 01278 434440 Email:

Sooth and comfort Mary Meyer welcomes a new swan WubbaNub which is perfect for today’s modern mums. She features pink trim and a bit of metallic gold embroidery. BPA, PVC, latex and phthalate free. For 2019, there are sixteen WubbaNub styles, each packaged for gift giving. Mary Meyer Baby offers contemporary mums a range of baby gifts that help make life with baby more fun, soothing, and stylish. Tel: 01243 780501 Email:


nursery today

e, range is comprehensive and innovativ bedtime sounds and lights comforter ts. poin price offering different products at different £14.99 are the latest Little Heartbeat of t poin price g giftin lar popu the At g and Bunny characters. These Soothers available in adorable Hedgeho little ones drift off to sleep with huggable bedtime companions help vibrations. While the lovable £19.99 breathing and heartbeat sounds and bies, nature and womb sounds along Slumber Melodies Lamb offers 6 lulla s on when baby is unsettled, helping with a ‘Cry Activation’ mode that turn them get back to sleep. Buddies Classics continue to be a The award-winning original Slumber o in 3 cute characters (Elephant, Hipp firm family favourite. Now available the nd arou ects proj lay disp n and moo and Butterfly) their multi-colour star rent calming sounds from lullabies to diffe 5 of ce choi a ing play st whil room nature sounds. Deluxe, which have a guide RRP While the ingenious Slumber Buddies osaur, Puppy, Bunny and Lamb) (Din rs of £24.99 each, come in 4 characte ic range, plus the added benefit of a and offer all the features of the class s drift back to sleep when they ‘Cry Activation’ mode to help little one’ become unsettled in the night. Tel: 01442 505000 Web:

Clean sweep

% Milton’s new Eco Friendly Baby Bottle Cleaner, is a 100% biodegradable, plant based cleaner designed to ensure thorough cleaning of babies feeding equipment by mes effectively removing milk residue before sterilising. It comes at in a 500ml dispenser bottle with push and pull pump that releases the a correct amount of liquid to create a foamyy s’ lather for cleaning a range of products, including babies’ bottles, teats, teethers, toys, breastpump components, ottle breastfeeding accessories and family dishes. The baby bottle en cleaners gel is transparent, fragrance, colour and paraben free and is dermatologically tested and formulated for ng sensitive skin, making it kind to hands even after washing up multiple times per day. Web:

Weaning Wonder

ouble? the TeethinglendTr a helping hand (or beak) with Gertie

Sweet Dreamers are here to Toy expertly designed to Good Goose. Gertie is a Natural Rubber Teething is 100% safe, 100% She gums. r tende e fit in baby’s hands and to sooth Her clever tail design BPA. 0% and PVC 0% late, phtha natural, has 0% ones. Soothing little us helps avoid any mould issues, perfect for precio soft to touch with a is she rs, feathe tail tender gums with her beak, feet and for easy visual rs colou sting contra With . adore s lovely quack that babie made! ever r focus, quirky Gertie is certainly the most stylish teethe

Designed to help tots from 6 months old safely explore new tastes and textures, the new Silicone Self-Feeder helps little ones experience new flavours, through the art of self-feeding. Made from high quality food-grade silicone, the Self-Feeder finely sieves food, introducing new tastes one small step at a time. The silicone pouch fits comfortably in the mouth and features a generous capacity to allow plenty of food to be added at once. Also, adding frozen fruit to the Feeder will help soothe teething tots. Easy to clean, the pouch and handle can be separated with a simple twist. The handy cap keeps the pouch clean and makes for convenient storage for any leftovers. Email: Web:

Tel: 02392 262332 Email: Web:

Teething made easy Teething is a difficult time for babies and young children, causing them and their parents a lot of distress. Lilith Loves Henry was started a British mum, desperate for teething solutions that looked great, were safe and actually work. They offer a wide range of adorable and stylish teething toys, dummy holders and teething necklaces, which are great for soothing sore gums and helping little teeth erupt. The expansive range includes the innovative clippable non-drop teething toys which have been incredibly popular with children and parents alike.

Brand on trend Bold colours and geometric shapes are on-trend right now, and accessories brand Lara & Ollie have captured them perfectly in these silicone teething necklaces and bangles, designed for women who don’t want to compromise on style just because they’re a mum. Lara & Ollie has created teething jewellery that allows mums to accessorise their daily outfits in a way that’s also safe for little ones. Babies are drawn to the colours and shapes, so as well as being great for sore gums and emerging teeth, they’re a useful distraction, too! Email: Web:

Email: Web:

ething ing nable te Fashiobine ble teeth style and function to produce fashiona At HexNex they com s and Bubs alike! Their BPA Free jewellery which is loved by both Mum silicone beads are the perfect size and texture for little ones to grasp when being held or fed, as well as having a chomp on when those pesky toothy pegs appear! Their jewellery saves Mum all of the skin scratching and hair pulling, and works from birth to help develop hand-eye coordination. HexNex is also home to Arthur the Avocado, the trendiest new teether in town! Web:

Meet Percy y Say hello to Percy, the cutest penguin for little ones to tuck up with this winter! The loveable chap is The Gro Company’s newest friend; he has waddled onto the scene and makes the perfect companion as the nights get cooler. With Intelligent CrySensor sor technology the Percy Grofriend will play a lullaby or white noise when baby stirs and help to settle baby back to sleep meaning a better night’s sleep for everyone. The adorable ice blue penguin will feature across three of the brands much-loved products including the iconic and award winning Grofriend Light and Sound Sleep Aid, the flagship Grobag and the must-have Grocomforter. Pick Percy as the perfect gifting product for new parents and newborns. Web:

nursery today



Select a bit of style Style Products bring you two exceptional new product launches. Here we take a closer look. The Style Products Company Ltd are proud to introduce you to their two branded ranges: Bebe Style and Kiddi Style.

All things baby

Style for kids

Bebe Style are designers and manufacturers of quality products for babies and toddlers up until the age of three. The range of car seats, high chairs, baby walkers, baby changing units, bouncers, and playmats are loved by parents and children alike. Their focus on safety, quality and value have enabled them to become one of the best, trusted and sought-after brands in the market. Bebe Style are a global manufacturers of quality products, their passion for design and styling along with a sensible pricing policy does not detract from the most important factor of safety and comfort. All of their products are fully compliant with the UK and EU Safety Standards and they work very closely with the testing laboratories here in the UK to conform with the highest safety standards. Just check out the reviews from their valued customers all over the world wide web and you will see for yourself the high standard and value for money that this range offers. They are now also proud to announce that they have won the Mother & Baby Gold Award 2019 for Best Highchair.

Kiddi Style offer a range of products that are fully focused on the ages from three and up, with a product range including kid’s bedroom/playroom furniture, dolls houses and kitchens. This toddler furniture series ranges from Pirate Themed, Princess Themed, Crayon Themed and Car Themed furniture. These are designed with kids in mind. Everything is made to the perfect size for them to reach and use without the help of their minders. Packaged to a high standard in flat pack boxes in order for adults to build with minimal amount of effort. All their furniture is made with high standard wood and hand painted with non-toxic paint. Next you will find their dolls house and kitchen range. They come in all different shapes and sizes from a huge meter by meter dolls house to smaller ones for smaller nurseries. All of the dolls houses and kitchens come with the accessories included. Kiddi Style are excited to announce that they have obtained two famous license brands for their furniture range. Firstly, their Mr Men & Little Miss branded furniture. This is currently on sale already on the European market. Each item in the range is well thought out through the design and manufacturing period with an outcome of a fantastic range of ten items for the nursery. In addition to this, they are also proud licensees of Nickelodeon which will include Paw Patrol, Shimmer & Shine, and Blaze. Keep an eye out for these as the design process has now finished and the whole range is due to come into the market very soon.

Contact Style Products today to find out more. Tel: 020 3675 6988 Email: Web:


nursery today



HKTDC Hong Kong Baby Products Fair launches in January he 10th edition of the HKTDC Hong Kong Baby Products Fair will stage at the Hong Kong Convention and Exhibition Centre from 7-10 January 2019. The fair is expected to welcome almost 600 global exhibitors to showcase a comprehensive range of products. The previous edition in 2018 attracted over 32,000 international buyers.


Optimistic business outlook in Asia Fueled by booming market demands notably in the Asia Pacific, the global baby care products market was valued at approximately USD73.86 billion U.S. dollars in 2018 according to Statista. In the first 8 months of 2018, Hong Kong’s total exports of baby products have reached USD730 million, increased by 13.4% year-on-year, with the Chinese mainland, Macau, the US and the UK as the major export markets.

Themed zones categorising comprehensive array of products Various themed zones are set up to address divergent buying needs. The Brand Name Gallery is an event highlight that features over 45 trusted brands including Goodbaby, Babyauto, Biba Toys and Tutti Bambini. Among many others, CHILDHOME from Belgium shall bring in a trendy, user-friendly 2-in-1 high chair. Equipped with a 5-point safety harness and a removable safety bumper, it also provides 2 height options for daily convenience. To cater for the needs of mothers-to-be, the Maternity Products zone is freshly launched this year, presenting a variety of pre and post-pregnancy essentials for mothers, ranging from hospital bags to breast pumps and more. The zone is expected to hold about 10 exhibitors.

World of Strollers & Gear World of Strollers & Gear II @ Convention Hall is returning this year after its successful debut in the 2018 fair to reveal awardwinning strollers and baby car seats. Other themed zones celebrating successful returns after their first appearance in 2018 include the Singapore Pavilion and the Hong Kong Children, Babies, Maternity Industries Association (HKCBMIA) Pavilion, both set to bringing in more accredited baby products.

The popular Korean Pavilion covers over 35 exhibitors and incorporates renowned brands such as i-angel (baby carrier), Dwingular (playmat), DAIICHI (baby car seat) and Haenim (electrical appliances). Other featured zones include the Baby Tech zone for buyers to source high-tech products, the Baby Bedding Items and Furniture zone, as well as the Feeding, Nursery and Healthcare Products zone etc. Italian brand Cam Il Mondo Del Bambino Spa shall present a 3-in-1 baby stroller that is not simply modern and stylish, but also highly practical with functions including a reversible seat, a 4-position backrest adjustable with one hand, removable bumper bars, a 5-point harness and an extensible hood. Attending from Australia, Austide International Trade Pty Limited does so with its organic calendula baby moisturiser. It is rich in plant extracts which helps moisturise skin without irritation, and is especially suitable for infants with eczema and babies with allergic skin. Natural Made Company Limited from Hong Kong will showcase a biodegradable baby teething made of PLA processed from corn starch, and is good for the babies and the environment.

Wide and Quality Selection of Baby Products Offered to Meet Sourcing Needs

Promoting industry interaction A series of seminars, buyer forums and Product Demo & Launch Pad sessions will occur during the fair to provide insights into the latest consumer and product trends. The Hong Kong Toys and Baby Products Awards continue to highlight baby products and toys with outstanding design, innovation and excellent quality. Judging is based on innovativeness, functionality and safety, marketability, as well as environmental friendliness. Results will be announced during the fair with awarded entries on display. Web: nursery today




The rise of Click & Collect A tech becomes the family gatekeeper, is your marketing best placed to As rreach this generation of parents? he popularity of Click & Collect services has risen so rapidly it now out-paces growth in online sales and is i expected to rise by over 55%, and be worth circa £9.6bn, by 2022. It enables businesses with a strong presence p on either side of the online/ offline coin to quickly gain the benefits of the ‘other side’. Those with a strong presence in traditional bricks and mortar retail gain a much quicker footing in the online space and increase interaction with their audience. Those with a great online presence gain the benefits of allowing the customer to feel more comfortable making purchases as they can avoid the additional costs incurred via the delivery (and potential returns) fees so often associated with online purchasing. The customer benefits from the convenience of having more options in the same place.

T Jenny Kieras Product Manager Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of 4), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents. For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. or call Jenny on 0330 159 6631.


nursery today

But why is this different to out of town retail parks? On the face of it, they tick the same box – more things available in a central location. The difference really, is the dedication of time required. And time is a very precious commodity for today’s busy parents. The out of town model worked well in previous years, when the internet was less prevalent, and the online purchasing experience was still being refined. Then it was far more convenient to visit one location and be able to make purchases in a variety of categories. But it required the sole dedication of a big chunk of time. There was no opportunity to also cook the dinner or attend one of the kids’ football matches or avoid poor weather conditions. Additionally, younger generations are increasingly preferring to reside in urban spaces where everything is nearby. They don’t want to travel out of town if it can be found on their doorstep. The internet changed that and made everything available to browse and purchase items all the time, any time. Yet this fragmentation came with downsides that many consumers, especially Parents, want to avoid. The

additional costs incurred is one. Waiting in for deliveries is another. Many also have concerns about parcels going astray or being left in ‘safe spots’ yet still vulnerable to the effects of the weather at the least and at worst, theft from those determined to root out such deliveries. Click and collect sales allow customers to add fragile or high value items to their online basket with a far greater degree of confidence that their items will arrive safely and intact. Our data also shows that for the most part, we still enjoy the in-store shopping experience and the option to peruse the goods and choose for ourselves. We like our bananas a certain amount of ripe or want to be sure of the exact fit of a new outfit. By combining the best of speedy online browsing and any-time purchasing, with the convenience of an accessible collection location the consumer will already be visiting, brands can significantly increase their appeal by offering a huge range of goods to customers yet not having to commit to the cost and maintenance of the required square footage retail space to hold every item at every location. The customer and brand both benefit from the best of both worlds.

According to a new study, customers choosing click and collect spend 14% more than those that choose home delivery when checking out online and this is very much the case for embattled fashion retailer New Look. Currently set to close as many as 100 stores in the UK as part of a radical turnaround plan to cut costs and improve profitability, and with their executive chairman warning that conditions on the high street remain challenging, they have ramped up online operations. This has increased click and collect sales by 41 per cent in the first half and consequently also improved their UK market share. Likewise, as a retailer seemingly bucking the current trend for high street casualties, Primark’s Chief Finance Officer recently said there are plans to expand Primark’s digital offering, citing an 8% average increase in website visits and more than 11 million social media followers. If you’d like to receive a FREE copy of one of our latest reports, to help inform your business strategies, drop an email to jenny@theinsightspeople. com or go to: uk/nurserytoday









     3@3<>!2;;3#'=-9-#┬г'32(38'-+21!80';9S '8'$311'2&;,39'>-;,>,31@3<$!2 ;!┬г0#<9-2'99W ';-2;3<$,>-;,;,'8'68'9'2;!ржз='9 3(;,'#'9;;8!&'1!+!A-2'9W




        T       {     


рв░  ├г






Gabe & Grace

Designer Merino Lambskin Pram Liners & Baby Rugs

 8'9-&'2;!8' 0!203>90; '┬г WV  ┬Р┬Л┬е ┬Н┬И ┬Н┬К┬К ┬д┬М ┬Н┬еT #$ 1 - | #8 ! 2 A!& A -'$-'$!W 6 ┬г > > >W#! #@$ ! 8' 1 !+ !A -2'9W $31

BD_reklama_BCMI_297x210_v3.indd 2



Why your business needs SEO This issue David Fairhurst takes a look at the benefits of Search Engine Optimisation. f you are tasked with promotion of the eCommerce side of your nursery business, it may be difficult to see the immediate benefits of Search Engine Optimisation (SEO). With so many different marketing methods such as affiliate marketing, Pay Per Click, email and Social Media Marketing offering almost immediate returns, why would you bother with a website content strategy and page optimisation? Today I’d like to outline why your eCommerce results will benefit from SEO perhaps more than any other type of marketing and why all of the other, immediate return marketing methods rely on a well optimised website to get the very best Return On Investment.


David Fairhurst Head of Creative Online Marketing - Intelligent Retail

Pay Per Click Pay Per Click marketing is the obvious way of bringing in immediate traffic, designed to convert for eCommerce websites. With PPC as the name suggests, you pay Google or Bing when traffic is sent to your website from strategically placed ads in search results and on affiliated websites, with the cost of those advertisements metered using an auction format. This sounds like a really good deal. In effect, a retailer

I’d like to outline why your eCommerce results will benefit from SEO perhaps more than any other type of marketing and why all of the other, immediate return marketing methods rely on a well optimised website to get the very best Return On Investment.

David Fairhurst Head of eCommerce, Intelligent Retail, David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London


nursery today

only pays when targeted traffic arrives at that retailer’s website. This isn’t however the full story… Taking Google’s AdWords system as an example, the amount of money per click that is paid is based on a number of factors, one of which is the Quality Score of the landing page any ads are directed at. Basically, Quality Score is a meter of correlation between the subject of the advertisement on Google and the landing page content. This means page optimisation in the target website has a direct impact on both click cost and overall budget spend for any paid campaigns. It doesn’t stop here… Once users land on an eCommerce website, page optimisation and functionality come into play. This applies to all sources of website traffic, so in effect correct page level optimisation directly affects the returns possible from Pay Per Click and every other marketing method. Pay Per Click can be, if used on its own rather narrow in focus and is generally targeted around product pages. This means PPC campaigns are missing out on promotion of other, just as vital levels of the potential sales funnel of the website. Organic Search Engine Optimisation fills all these gaps, meaning targeted traffic can be gained for the eCommerce website even at the very top of the potential sales funnel, when people are doing their initial research into products. The beauty of a well optimised and content rich website is that organic clicks into the website and eventually those all important ‘add to baskets’ are

Image courtesy of

generated from a massive range of diverse keyphrases. Some of these keyphrases are so obscure and left-field that even the best online marketer may miss them when doing keyphrase research. As Google say… many of the searches they see have never been done before on Google. It really does pay to optimise for a broad set of keyphrases and ‘think outside the box’ to get those additional clicks and sales.

The Advertising Anomoly Many eCommerce website owners like to use the direct medium of Google Shopping, part of the Google AdWords suite of products, to get immediate return for advertising investment. This is fine, but without a well optimised website these website owners are missing out on a little advertised opportunity to avoid paying Google their Pay Per Click fee! Search for a product in Google and find one that has both paid advertisements, either Google Shopping ads or traditional Google AdWords search ads and top of page organic placement for the keyphrase you have searched for. Did you click on the organic result? If you did, then you are not alone! Research has shown repeatedly that people are naturally suspicious of paid adverts where there is no organic presence in search results. Even if there are organic results alongside paid adverts, people are far more likely to click those organic results than on the paid ads. This means that even though an eCommerce retailer has set up paid

advertising with Google, those adverts will tend not to get clicked on if there is an organic result for that same website high on first page, meaning no PPC fee for Google. This alone means that having well-optimised pages providing organic results is well worth the effort to optimise those pages, but also because people tend not to trust paid advertising alone, conversion rates from those utilising just PPC ads alone will get a far lower conversion rate than those with organic results as well.

Multi-Channel Sales Funnels Those eCommerce websites which tend to do particularly well use a broad variety of different marketing techniques to drive targeted traffic. This means it can sometimes be difficult to pin down exactly where sales are coming from for the untrained eye. Luckily, Google Analytics provides the snappily titled Multi-Channel Funnels, which can easily tell you which one, or combination of different marketing methods are making a difference to the bottom line of your eCommerce business. Although Pay Per Click is undoubtedly a great way to get targeted traffic to product pages, you might be surprised at how much of this traffic originated through organic results. Take a look through the ‘Top Conversion Paths’ and ‘Assisted Conversions’ in Analytics, you might be shocked to find that actually, all of those clicks you have paid for were initiated via the organic results in Google!

nursery today



And the winners were... With the Mother&Baby 2019 Awards having been announced we take a look back over the course of 2018 at winning products of consumer awards.

Trio of Awards for OXO Tot OXO tot has received three Loved by Parents awards for 2018. We are thrilled to have our new products recognised with these awards, especially as each product is tried and tested by parents. The New Silicone Self-feeder received 2 awards, with Gold in the Best Weaning Product category and Silver for the Best Portable Feeding Product. In the category for the Best Toilet/Potty Training Product, the New Potty Chair was awarded Platinum. The Potty Chair has also been shortlisted for the Mother & Baby 2019 awards in the Best Potty-Training Product, along with the 2-in-1 Go Potty. Email: Web:

Another year of awards for BabyStyle

2018 has once again seen BabyStyle bag some prestigious awards for its innovative range of products. In the MadeForMums Awards egg took silver in the Travel System over £500 category while the Hybrid took silver in the Double/Tandem/ Convertible category. The Junior Design Awards saw Quail by egg take silver for Best Pushchair Design. Tel: 01509 816444 Web:


nursery today

Ewan is Still Top of the Flock! that their

The team at Sweet Dreamers are still over the moon highly anticipated ewan Deluxe, scooped Gold in the 2018 Made for Mums Toy Awards; securing the top spot in the category for best baby sleep-aid toy really did confirm that ewan is still ‘top of the flock’! The new Deluxe features ewan’s original four soothing sounds and calming pink glow, however, it is his new features that have set him apart from the rest. These include a MoonMode smartCRY function, ensuring ewan Deluxe automatically activates when a baby stirs, together with a new removable control pod, enabling the famous sheep to be washed again and again. Tel: 02392 262332 Email: Web:

Golden tech

Thanks to its unrivalled battery life and quality sound and picture, the YOO Travel video baby monitor by Babymoov won GOLD in this year’s MadeForMums Awards, with the judges praising its ease of use as well as its style. The wireless and highly portable video monitor model from the extended YOO range was also highlighted for its voice-activated function, additional camera set up and talk-back function. “We were delighted to gain the award and recognition for one of our highly developed tech products which has seen the YOO Travel climb to the top of our best sellers for the range and the brand.” Email:

Good things come in threes Best Baby & Toddler Gear Awards The Hippychick Hipseat won Bronze in the best Baby Carrier under £75 category. The Hipseat is renowned for its durability, style and comfort. It is tough, hardwearing and machine washable, so can go anywhere with you! Specifically designed to address one of the root causes of adult back pain, the Hipseat provides a firm shelf for the child to sit on and supports their increasingly heavy weight from underneath. The Dad Network Awards SpaceCot was put against some of the best travel cots on the marketing in the Dad Network Awards and came out on top winning gold! Right Start Awards – The Classic World Learning Walker strikes again, winning gold in the Right Start Awards. Tel: 01278 434440 Email:

What a year for Summer

It’s been a bumper year on product awards for Summer Infant. Earlier in the year they scooped up a Loved By Parents GOLD award for the 3 in 1 Support Me Seat shortly followed by SIX Best Baby & Toddler Gear accolades! The company was recognised for its excellence in the following product areas: The new 4 in 1 SuperSeatTM has won GOLD and CONSUMER CHOICE in the Baby Seat category. The Pop ‘N Sit has won GOLD D in the Travel Highchair category. The Ultimate Comfortt Body Pillow has won SILVER and CONSUMER CHOICE in the Pregnancy Pillow category. And most recently, the newly launched Baby Pixel Monitor and My Bath Seat both picked up GOLD awards in the Bizzie Baby 2018 Awards, receiving glowing recommendations from the product testers! Tel: 01442 505000 Web:

Award-winning lifestyle, pregnancy and baby products, co-created with parents. @babymoov_uk Contact:

nursery today



Winners revealed... The winners of the coveted Mother & Baby Awards 2019 were announced during a glitzy evening at the Westminster Park Plaza on 27th November. Industry professionals gathered in anticipation of the award winners being announced. As usual it was an amazing night celebrating how this industry makes a difference to mums’ lives every day with their innovative products.

Congratulations to all the winners. FeedingBest Baby Food Range / Product

Gold: Lupilu Organic Fruit Baby Food Pouches Stage 1, Bananas & Apples, Lidl Silver: Mamia Organic Fruit Pots - Apple and Pear, Aldi Bronze: ‘Love Veg’ Range (first tastes + vegetable-only flavours), Ella’s Kitchen

Best Highchair

Gold: Classic 2 in 1 Highchair, Bebe Style Silver: Prima Pappa Zero3, Peg Perego Bronze: multiply, Joie

Best Feeding Product for Weaning Gold: Bibetta Weaning Pack, Bibetta Silver: Doddl Cutlery, Doddl Bronze: suction bowl and spoon set, bamboo bamboo

Best Product for Bottle Feeding

Gold: Closer to Nature Feeding Bottles, Tommee Tippee Silver: Easy Start Anti Colic Bottle 2pk, MAM Bronze: Natural Touch Easy Latch Anti Colic Bottles, Nuby UK

Best Swimming Product

Gold: New Happy Nappy, Splash About Silver: 3in1 Swim, Childs Farm Bronze: Little Swimmers, Huggies

Best Potty Training Product (excluding disposable nappies) Gold: ClevaBed Waterproof Mattress Protector, ClevaMama Silver: Peppa Pig & Paw Patrol Steady Potty, Solution Bronze: Tot on the Pot, Tot on the Pot

Best Product For A Newborn – 0-4 months

Gold: Perfectly Padded Baby Playmat, JayceeBaby Silver: Swaddling blankets, Bambino Mio Bronze: Moses Basket Mattress, Merifor

Best Sleep Product

Gold: Breastfeeding Twinning Sets, Chico Jack’s Silver: ClevaCushion 10 in 1 Nursing Pillow, ClevaMama Bronze: Nipple Shields, MAM UK

Best Breast Pump

Best Safety Product

Gold: Swing Maxi, Medela Silver: Swing Pump & Feed, Medela Bronze: 2 in 1 Double Electric Breast Pump, LansinohFor Mum

Gold: Slumbertime Luxury Pocket Sprung Mattress, Slumberland Silver: UV FloatSuit, Splash About Bronze: Ear Thermometer, Boots Playtime

Best Pregnancy/Maternity Product

Best Baby Toy

HPA Lanolin, Lansinoh G Gold: Cotton Candy Seamless Sleep / Yoga Silver: Si & Nursing Bra, Cake Maternity Maternity M Organic Babies Soothing Nipple Balm Bronze: Br Green People 50ml, 50

Gold: Matchstick Monkey Teething Toy, Matchstick Monkey Silver: 2-in-1 Sit-to-Stand Activity Centre, FisherPrice Bronze: Dynamic Gymini, Tiny Love

New Mum/ Maternity Skincare B Best Products P

Best Toddler Toy – 24 months +

HPA Lanolin, Lansinoh G Gold: Nourishing Stretch Mark Oil, nspa Mum Silver: Si To T Be breast balm, Kit & KinNursery & Bronze: B Accessories A

Gold: Look and Find...Number, Orchard ToysGold: One Dog, Ten Frogs, Orchard Toys Silver: Winnie the Pooh Puzzle Train, Orange Tree Toys Bronze: Scoop & Leap Ice Cream Cart, LeapFrogToiletries

Best Baby Monitor B

Best Baby Skincare Range/Product

BabyView Eco Flex Baby Monitor, G Gold: SEW-3048, Wisenet S Audio Baby Monitor 450 Lightshow, BT Silver: S MBP50 Video Baby Monitor with Large Bronze: B Parent Display Unit, Motorola 5-inch 5

Best Bathtime Product B

The Shnuggle Bath, Shnuggle G Gold: Teething Toothpaste, Brush-Baby Silver: S Baby Bedtime Bubbles, Childs Farm Bronze: B

nursery today

Gold: Keep Me Close Breathable Bedside Crib, Purflo Silver: Next2Me, Chicco Bronze: SnüzPod 3 Bedside Crib, Snüz

Gold: Cleaner Sleep Micro Pocket Spring Mattress, East Coast Silver: Mothercare Airflow Pocket Sprung Mattress, Relyon Silver: Slumbertime Luxury Pocket Sprung Mattress, Slumberland Bronze: Serenity Cot Mattress, Merifor

Best Product for Breastfeeding (Excluding Breast Pumps)


Best Cot, Crib or Moses Basket

Gold: Toiletries for Baby & Child, Childs Farm Silver: Nappy Care Ointment, Bepanthen Bronze: Sukin Baby Range, Sukin

Best Baby Wipe

Gold: Little Angels Sensitive Cotton Soft Baby Wipes, ASDA Silver: Tesco Loves Baby Ultra Soft Fragrance Free Wipes, Tesco Bronze: Mamia Extra Sensitive Baby Wipes, Aldi


Best Disposable Pant

Gold: Premium Active Fit Pants, Pampers Silver: Little Angels First Pants, ASDA Bronze: Baby-Dry Pants, Pampers

Best Reusable Nappy

Gold: Bamboozle Stretch, TotsBots Silver: Sunny Day, NaturalMamma Bronze: Easyfit STAR, TotsBots

Best Lightweight Buggy/Stroller

Gold: Little bird by Jools Oliver, Roll stroller, Mothercare Silver: pact flex signature, Joie Bronze: Laika, Maxi-Cosi

Best Multiple, Twin or Tandem Pushchair

Best Performance Disposable Nappy or Nappy Range

Gold: DEMI Grow, Nuna Silver: Nipper Double V4, Out ‘n’ About Bronze: Zoom Tandem, ABC Design

Best Value Disposable Nappy or Nappy Range

Gold: Groromper, The Gro Company Silver: Fire HD 8 Kids Edition Tablet (+3 years), Bronze: Flippa Dining Booster, Apramo

Best Baby Carrier/Sling or Back Carrier

Gold: Comfi-Cush Memory Foam Stroller Liner, CuddleCo Silver: Grab & Go Luxe Stroller Organiser, Skip Hop UK Bronze: Go Splash Swim Vest, Splash About

Best Rear Facing Car Seat

Gold: i2, Mutsy Silver: MIXX, Nuna Bronze: mytrax flex signature, Joie

Gold: Mamia Nappy Range, Aldi Silver: Little Angels Newborn, ASDA Bronze: Premium Protection, Pampers

Gold: Lupilu Junior Nappies Plus, Size 5+, Lidl Silver: Lupilu Maxi Nappies Box, Size 4, Lidl Bronze: Nutmeg Ultra Dry Nappy, MorrisonsTravel

Gold: Baby Carrier Wrap, FreeRider Silver: Toddler Carrier, Tula Bronze: Omni 360 Baby Carrier, Ergobaby Gold: Rock & 2wayFix base, Maxi-Cosi Silver: REBL plus, Nuna Bronze: DUALFIX i-SIZE, Britax Römer

Best Travel Product Over £25

Best Travel Product Under £25

Best Pushchair

Best Travel System

Best Forward Facing Car Seat

Gold: Balios S 3-in-1 Travel System, Cybex Silver: city tour LUX, Baby Jogger Bronze: Journey, Mothercare Bronze: Zelia, Maxi-Cosi

Best Changing Bag

Gold: Perfect Prep Day & Night, Tommee Tippee Silver: AxissFix Air, Maxi-Cosi Bronze: Fever Smart Temperature Monitor, Nurofen for Children

Gold: Solar 1-2-3 Isofix and Recline Car Seat, Ickle Bubba Silver: AxissFix Air, Maxi-Cosi Bronze: bold, Joie Gold: Jennie Changing Bag, Mia Tui Silver: WonderBag, Pink Lining Bronze: Little bird by Jools Oliver changing bag, Mothercare

Innovation of the Year

Reader voted categories

Supermarket of the Year ASDA Retailer of the Year Amazon

nursery today



The perfect stroller liner Finally, with big smiles we can say that the expert mums from Mother and baby agree. The prestigious M&B gold will now proudly sit alongside their Gentle Parenting and Little One Baby and pregnancy golds. The award winning Comfi Cush stroller liners are perfect to help baby stay Comfi for longer whilst out and about. The extra cushioning absorbs impact from travelling over rough or uneven surfaces, meaning happy baby, happy mum! The memory foam adapts to baby’s unique body shape to provide extra support, the vibrant designs and universal stroller fit let parents personalise their strollers with a whole new look whilst protecting against everyday dirt and spills, a relaxing and comfortable journey for all. Tel: 0161 702 5050 Web:

Golden sleep This is the perfect mattress for parents seeking to help little ones with asthma or allergies - the quilted cover is made with Amicor luxury anti-microbial fabric, to prevent allergens and dust mites. Inside there’s a micro pocket spring unit wrapped in superior-grade foam, for premium comfort and support. M&B tester Kirsty said: ‘Before I didn’t really see the value in a more expensive mattress for a little one over a cheaper foam mattress but I really love the comfort factor in this product… and in the luxury cover that is anti-microbial. For the price tag, it’s value for money and peace of mind.’ Tel: 01692 408802 Email: Web:

Romping to gold The Gro Company were awarded GOLD at the Mother & Baby Awards for their new product, the Groromper, in the ‘Best Travel Product Over £25’ category. The Groromper is an all in one bedding solution, to be worn in bed in place of blankets or a duvet. The one-piece sleep suit can also be used on the go and is made from luxurious jacquard fabric to help keep children warm through the night. The Groromper has been developed with the high safety standards of the Grobag in mind, including features such as underarm mesh, measured warmth rating and highquality fabrics. Web:


nursery today

High accolade The team at Style Products were thrilled to receive a Gold Award for their Classic 2 in 1 Bebe Style Highchair at the recent M&B 2019 Awards. Bebe Style’s Classic 2 in 1 Highchair features an all round plastic seat and 5 point harness ensuring the highest safety. Bottom legs click off and remove the tray to make a junior chair. Simple wipe clean white plastic tray and seat, silver-colour metal legs. Easy assemble and dis-assembly for transport.

Key features include: • Steel legs. • Removable tray insert • Removable wipe clean • Footrest tray. • Wipe clean seat • Cup holder. • Converts to junior chair • 2 Position tray • 5 point harness Contact Style Products today to find out how you can become a stockist of this award winning product. Tel: 020 3675 6988 Email: Web:

Classic 2 in 1 highchair by

Bebe Styleâ&#x20AC;&#x2122;s Classic 2 in 1 Highchair features an all-round plastic seat and 5 point harness ensuring the highest safety. Bottom legs click off and remove the tray to make a junior chair. Simple wipe clean white plastic tray and seat, silver-colour metal legs. Easy to assemble and disassemble for transport.

Where Quality meets Value |


Spring to success British bed man

Golden comfort The Mutsy team are delighted to announce that their i2 Pure edition has been rewarded with a very prestigious GOLD Mother and Baby award. The i2, Mutsy’s luxury pram provides comfort and is compact, easy to use and stylish. The backrest and leg support on the i2 seat can be fully adjusted to an ideal, ergonomic sleeping position, to optimally protect the spine of your tiny passenger. The outer fabrics of the Pure edition are made from 100% recycled PET bottles, so it’s not only better for your child, but also for the world. Web:

ufacturer Slumberland has been awa rded ‘Best Safety Product’ at the 2019 Mot her & Baby Awards for its Slumbertime Luxury Pocket Spru ng Cot Mattress. The panel of testers loved everythin g about the Slumbertime Luxury Pocket Sprung Cot Mattress, commending the product for its chem ical-free cover, breathability and UK manufacturin g. Paul Little, Steinhoff UK Beds’ Sale s and Marketing Director commented: “Winning the Mother & Baby Gold Award for ‘Best Safety Product’ at the 2019 Mother and Baby Awards is an amazing achi evement because it recognises our Slumbertime Luxury Pocket Sprung Cot Mattress as the best in the industry for safety.” Paul added: “We developed the Slum berland cot mattress collection around breathab ility, practicality and of course safety, keeping the sleeping surface free from all Fire Retardant chemicals. Winning the Gold award for ‘Best Safety Product’ is not only a true testament to the quality of our product but it gives the seal of approval new parents are looking for when choo sing the safest mattress for their little one.”

Email: steve.birds@steinhoffukbe ds.c

Another triumph for Splash About For the second consecutive year, Splash About’s Happy Nappy scooped Gold for Best Swimming Product at the Mother&Baby awards. Worn by thousands of UK babies every week, approved by UK swim schools, and considered best practice by British Standards (BSi) guidelines for baby swimming; the new Happy Nappy has once again been thoroughly tested and given the seal of approval by parents and their babies at the 2019 Mother&Baby Awards. Reliable and reusable, the unique design and specialist fabric of this swim nappy ensures there’s no gaping; it provides the best protection on the market against unwelcome leaks in the pool and stress-free swimming for all. Web:


nursery today


Make a pact With space and ease of use being a real concern for a lot of parents, Joie has the answer with the Pact Flex Signature stroller! Exquisitely crafted, the Signature collection is designed for todayâ&#x20AC;&#x2122;s family looking for style and sophistication at an affordable price tag. With a lightweight and super compact fold, perfect when out and about, itâ&#x20AC;&#x2122;s the ideal travel mate. Designed to be compact yet strong and feature rich, suitable from birth with the flat reclining seat, it includes adapters to pair with Joie Gemm, iGemm and iLevel infant carriers. Folding in a split second with one hand, Pact has an integral carry strap and comes with a handy carry bag. Featuring smooth riding suspension with the special flex comfort ride spring seat system that works to cushion babyâ&#x20AC;&#x2122;s body, offering a 30% smoother stroll. It also has a one-hand multi-position recline, height adjustable handle, padded soft 5-point harness, extending canopy, all round suspension, large shopping basket and raincover.

Destined to grow You canâ&#x20AC;&#x2122;t control your destiny, but you can be ready for the stroll ahead with the DEMI grow by Nuna. Designed around your future, it starts life as a single set of wheels, with an all-season seat, swanky storage system and smooth lines, the DEMI grow turns with ease and itâ&#x20AC;&#x2122;s Custom dual suspensionT enables the ride best for parent and baby, no matter what terrain you are taking on. Change to a Carry Cot or Car Seat at instant and off you go. Now for the clever part. As well as being a stunning single, the DEMI grow cleverly grows to the needs of you and your family! With the ability to expand to a double or (gasp!) even a twin, it really is designed around your future. In fact, 24 modes make for clever compatibility, suits whatever surprises may come your way.

Tel: 01889 808 900 Email: Web:

Tel: 01889 580260 Web:



Hypo-allergenic Keep Me Close Breathable Bedside Crib Winning at providing Peace-of-mind Sleeping



â&#x20AC;&#x153;Mums felt this product was sturdy, well made, and a very robust crib that they could trust. We heard all about how it enabled them to safely stay so, so close to their babies at night. But what elevated this crib onto the winnerâ&#x20AC;&#x2122;s podium was its breathability â&#x20AC;&#x201C; and how that reassured mums that their babies were sleeping safely, so they could sleep, too.â&#x20AC;? - Emma Bailey, Editor of Mother & Baby


nursery today



Quality assured WHL are delighted that the Purflo Keep-Me-Close breathable bedside crib scooped GOLD at the Mother and Baby Awards 2019 catapulting the brand and its core principles in to the spotlight. Testers were impressed with the quality of the crib and its breathability, describing how it ‘reassured mums that their babies were sleeping safely, so they could sleep too’. The GOLD award from Mother and Baby joins awards from Junior Design, Made for Mums and Best Baby and Toddler Gear elevating the Keep-Me-Close crib to a must-buy for new parents. Tel: 01384 298531 Email: Web:

Getting the gold The Maxi-Cosi Rock and 2wayFix base won Gold at the 2019 Mother & Baby awards. The team at Maxi-Cosi were delighted with the win as it joins the coveted Which? Best Buy awarded earlier this year. Rock and 2wayFix base are i-Size compliant with an RRP of £165 and £199 respectively. Web:

Orchard Toys Scoops Two Gold Awards

Orchard Toys are delighted to have been awarded DOUBLE GOLD for ‘Best Toddler Toy’ in the 2019 Mother&Baby Awards. One Dog, Ten Frogs and Look and Find Number Jigsaw both scooped first place in the category after mums found it impossible to choose between the two Orchard Toys products. Emma Bailey, Editor, Mother&Baby commented “Congratulations to Orchard Toys on winning two gold awards. Our testers thought both products were equally amazing, and just couldn’t choose between them – so we had no choice but to award a double gold! Our mums loved that they were fun and held their toddlers’ attention, and encouraged manual dexterity and collaborative play as well as stimulating those growing brains. Everyone – youngsters included – really enjoyed testing these fab products, so the he double win is well deserved!” Orchard Toys’ Marketing Manager, Ali Brown commented: “We are absolutely delighted to win this unique double gold accolade. Both the products launched earlier this year and it’s great to see that they have been so well received and loved by parents and children!” Tel: 01953 859539 Email:


nursery today oda ay

Sponsored by

new! Fashion is a passion

The trendy Mommy Bag, Mommy’s Treasures Clutch and Baby Necessities Bag have become a must have for new and expecting mums. They are not only fashionable, they are very practical as well. The Mommy bag opens as a classic doctors bag and has a spacious design with handy compartments, small pockets and a foldable nursery mat. The clutch is ideal for storing and carrying a few essential items on a night out. The handy Baby Necessities bag keeps important baby essentials safe and within reach. This year the collection is expanded with two new colours and a new Mommy Bag in canvas with a striped design that is available in three different colour combinations. Email: Web:

New to Hippychick!

Trybike have launched a classic woven wicker basket so steel Trybikes can be transformed into retro masterpieces. The basket will be sure to give Trybike a unique vintage feel and be handy for taking teddy on those family bike rides. Tel: 01278 434440 Email:

Cocoon for comfort Following popular demand, Babymoov are set to launch their newborn cushioned liner, Cosymorpho Fresh in a beautiful navy and blue jersey print for the new year! Cosymorpho Fresh made from washable and sustainable bamboo has anti-bacterial properties and allows better ventilation for the ultimate comfort - thanks to thermo-regulating COOLMAX fabric. With its 2, 3 and 5-point harness, Cosymorpho Fresh is universal within bouncers, baby swings, car seats, carry cots and strollers from birth. As well as providing a familiar cocoon-like reassurance for baby, visco-elastic memory foam and an ergonomically shaped headrest, will ensure prolonged physical protection of baby’s skull and back when laid down or seated. Email:

down Up and& Down

The Béaba Up Highchair Textile Seat Pad is the perfect accessory to bring even more elegance and comfort to Beaba’s Up & Down high chair. Super comfortable, it conforms to a baby’s body shape, all while making meal times that bit more enjoyable. It’s water resistant for easy cleaning by hand but can also go in a washing machine for any stubborn stains. Available in stylish Grey. Email: Web:

OXO Tot launch new Space Saving Drying Rack With a compact design that makes a big impact, the Space Saving Drying Rack will hold cups, bottles, and all their parts without cluttering the countertop. The vertical design saves precious space whether placed on the drying board or resting on the worktop. Nine diagonal prongs are designed to hold all shapes and sizes of bottles and sippy cups. The top and base are perfect for drying small parts like valves, straws or even soothers. The Drying Rack fits neatly under cabinets, so it can be tucked out of the way against the wall. The base tray features ridges to keep lids and more elevated for quick drying, and both the base and top trays are removable for thorough cleaning. Email: Web:


nursery today


Sponsored by

Talc free baby powder

Belton 2 piece room set Slat effect end panels and an oversized top rail set the Belton cot bed apart from the rest. Its combination of modern and retro styling ensures a perfect fit with any nursery design. The included Belton chest of drawers are the perfect choice for those who want a piece of furniture that can be used for years to come. The versatile chest/cot top changer is the perfect changing solution to accompany the Belton cot bed and Belton chest of drawers. This changing top can be transferred between both items to provide a convenient changing location for your little one. Tel: 01652 641490 Web:

Premium British baby toiletries brand, Baby Kingdom, has launched a new Talc Free Baby Powder with an airless pump spray. This innovative approach to baby skincare, combines the very latest in spray technology with a wealth of natural ingredients to create only the best product for baby’s delicate skin. The Baby Kingdom Talc Free Baby Powder has been designed to form a protective layer, leaving skin soft and healthy. The state of the art, airless pump releases just enough product to cover the desired area. Baby Kingdom Talc Free Baby Powder contains key active ingredients which nourish baby’s skin. Vitamin E fights off bacteria and Nettle, a natural powerhouse, accelerates healing and prevents infection. Nettle also calms eczema, treats acne and promotes overall skin health. Aloe Vera which also makes up the blend, is known for hydrating and soothing and its antioxidant properties help skin heal more quickly. Aloe moisturises without leaving a greasy feel. The product uses 100% natural Cornstarch which forms the gentle powder and it is completely free from any sulphates, parabens and other harsh irritants. Committed to protecting baby’s delicate skin, the Baby Kingdom Talc Free Baby Powder is proud to be dermatologically tested and hypoallergenic. Caroline Ivory, Branding Manager at Baby Kingdom, said: “Gone are the old-fashioned shaker bottles where talc would be flying across the room! Instead the Baby Kingdom Talc Free Baby Powder is dispersed via an effective airless pump spray. “This clever combination means there is no waste. Instead, a light mist is distributed over a small area. It’s conveniently sized for changing bags but thanks to the spray technology, wastage is eliminated so it lasts and lasts. “We were meticulous about designing our Baby Powder to have a very subtle scent, as our goal is to create a natural fragrance which leaves babies smelling like babies. We are getting superb feedback from customers on how lovely our powder smells.” The premium Baby Kingdom range also includes baby shampoo, 2-1 hair & body wash, body cream and nappy cream. Tel: 01489 781979 Web:

a Jungle Life is Childho me’s new collection and give your home a trendy jungle

Take a look at atmosphere These days the jungle trend is represented throughout our entire and interior. That’s why this year Childhome launched a series of baby products star the being giraffe the decorations inspired by the animals of the jungle. With of the show, you can create a jungle vibe with it’s fun and graceful print. e A sleepover in the jungle, wouldn’t that be fun? With the wooden bedfram tent and the new bedframe covers from Childhome parents can put up a safari to within seconds. This eyecatcher makes every child’s room complete. Going m. 90x200c and m 70x140c size for e Availabl fun. bed has never been this Email: Web:

nursery today


BPA notice board International experts meet in London The ISO/PC 310 ‘Wheeled Child Conveyances’ conference which took place in London in November proved a huge success with the opportunity for industry experts from around the world to network and discuss a harmonised international standard for wheeled goods.

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.

Don’t forget to enter For anyone with an innovative new baby product idea – don’t forget to enter the Association’s 2019 Concept & Innovation Awards. The deadline is 4th January 2019. Full details and entry forms can be found on the website at

USA desktop guide on children’s product safety The Consumer Product Safety Commission Small Business Ombudsman (USA) has published the Business Desktop Reference Guide which allows those selling children’s products to the US to ensure that they comply with federal requirements for childcare products. You can download this here: http://www. quickresourceguide.pdf

Topic suggestions for the Association’s annual Seminar Programme The Baby Products Association will once again be hosting its annual Seminar Programme at Harrogate International Nursery Fair in March. If there is a topic which you feel would be relevant to the industry, please get in touch and we will endeavour to source a speaker to host a seminar. Contact


nursery today

The Baby Products Association, which hosted the three-day event, would like to thank sponsors BabyStyle – which provided attendees with a goody bag including a commemorative glass paperweight with the London skyline – Cybex and Joie.

Are we running out of babies? According to the findings of the Institute for Health Metrics and Evaluations (IHME), global fertility has diminished by nearly 50% between 1950 and 2017. Among the 195 countries considered in this estimation, 91 were located in Europe and on the American continent. In these countries, the number of births is insufficie insufficient nt to keep their current population (under 2.05 per woman). The global fertility rate went from 4.7 births per woman in 1950 to only 2.4 in 2017. Despite reductions in the total fertility rates, the global population has being increasing by an average of 83.8 million people per year since 1985. The global population increased by 197.2% since 1950, from 2.6 billion to 7.6 billion people in 2017. Much of this increase was in the proportion of the global population in South Asia and the subSaharan Africa.

France proposes to fight toddlers’ exposure to screens In November, the French Senate adopted a proposal by Senator Catherine Morindesailly aiming to reduce the exposure to screens for all children under three years old. The adopted text should be included in the public Health Law and says: • The conditioning units of the tools and digital games with a screen will contain a message warning of the dangers of screens for the development of children under three years. • Advertising messages in favour of the equipment mentioned above contain a warning message about the dangers of screens for the development of children under three years of age. • Institutional information and education actions on the use of screens are regularly carried out in liaison with the Higher Audiovisual Council. This text is to be forwarded to the French Parliament for discussion.

Buyersdirectory Coordinated Bedding


Ambassador Textiles are a major supplier to the Nursery manufacturing industry, we stock an extensive range of top quality Baby Care fabrics in popular pastel colours:-

Baby Clothes • Caroline Jane International ltd • Dandelion baby clothing • Spanish design pastel babywear • Designed in the UK • Manufactured in Portugal. • Garments essential for all seasons • Made from 100% Cotton and gorgeous Knitwear.

Telephone: 01908-690726 / 01455-844469 Email: Website:

• Soft & Cuddly – Velboa, Dimple, Stars and Coral Fleece Circles • Cotton Waffle & Cotton Interlock • Moisture Absorbing – Bamboo Towelling & Woven Towelling • Lightweight & Pretty – Dobby Spot Polycotton & Brodierie Anglaise • Warm & versatile – Anti Pil Fleece Our Anti Pil fleece range has over 50 colours and 20 prints which can be made to order into Fleece Blankets in Cot, Pram and Picnic Blanket size (minimums apply) Visit our website to view the full range at Or contact our experienced helpful team on 0161 624 4167


Reserve this advertisement space now in the UK’s only monthly nursery trade magazine, features as follows: January 2019 - copy deadline 21st December London Toy Fair preview • INDX preview Cool Britannia • Travelling Baby Essentials for Newborns • Preschool Toys Baby Shoes & Baby Clothing

February 2019 – copy deadline – 18th January Kidstime Poland preview Nappies , Toilet Training & Changing Equipment Bathtime & Bath Accessories Swaddling • Logistics •‘ Meet the Newbies’

Call Christine on 01442 289936 or email for more information.

Profile for Lema Publishing

Nursery Today December 2018  

Head: December issue available online Sell: The December issue of Nursery Today is ready to read online. The December issue of Nursery Tod...

Nursery Today December 2018  

Head: December issue available online Sell: The December issue of Nursery Today is ready to read online. The December issue of Nursery Tod...