Nursery Today February 2020

FEBRUARY 2020 ISSUE 5 VOLUME 23

Introducing the

Toddler Bath

Here for baby, every splash of the way.

7KH 8.·V RQO\ EDE\ WUDGH VKRZ

(YHQ PRUH PDMRU EUDQGV FRQILUPHG GRQ·W PLVV VHFXULQJ RQH RI WKH ODVW IHZ VWDQGV WK VW 0DUFK

+DUURJDWH &RQYHQWLRQ &HQWUH

KDUURJDWHQXUVHU\IDLU QXUVHU\IDLU EDE\WUDGHVKRZ

#KDUURJDWHQXUVHU\IDLU

ZZZ QXUVHU\IDLU FRP

HINF - 2020 artwork NT - Feb 20 - draft.indd 1

05/02/2020 10:56:34

contents

FEBRUARY 2020 ISSUE 5 VOLUME 23 27

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

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Re g ul a r s 6

12 22 43

News file Retailer Pro p Talking Sho cts New Produ ly Eco Friend

44 46

cts New Produ The Baby Products n Associatio

28

38

40

Production Rick Vickers rick@lemapublishing.co.uk

42

Managing Director

p16

Mark Naish mark@lemapublishing.co.uk

Chairman

Barking Mad

John Barker takes a look at the ‘Mothercare Effect’ and what this could mean for independent retailers.

Retailer Opinion - Kiddies Kingdom

Intelligent Retail

David Fairhurst takes a closer look at what a good EPoS system can bring to your business.

Ross Hewitt

Ross takes a closer look at Video Marketing.

Cover Story 20

Malcolm Naish malcolm@lemapublishing.co.uk

This month Jenny Kieras takes a look at the cost of preparing for a new child.

Mohammed Patel, Managing Director of independent nursery retailer, Kiddies Kingdom asks the question: “Where do you see the future of nursery retailers going?”

Production Director Paul Naish paul@lemapublishing.co.uk

Parents Insights

Circulation Robert Thomas robert@lemapublishing.co.uk

Shnuggle

The strength of the Shnuggle business and brand continues to increase the UK and international business, with over 50 territories worldwide selling Shnuggle products. Here we find out more.

Features

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

16

Bath Time & Accessories

24

Swaddling

30

Nappy Changing & Toilet Training

www.nursery-today.co.uk

36

Meet the Newbies

Interview 34

p30

BabyStyle

Penny Franks had the pleasure to question BabyStyle’s Managing Director Andy Crane to find out more about the company, their principals and the support they give to independent retailers.

p24

p30

Contents.indd 2

06/02/2020 16:04

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

W

elcome to the February issue.

This month is the month to really start planning. For what you may ask?

Harrogate International Nursery Fair!

The show this year looks set to be one that you shouldn’t miss. So far there are 14 new or returning companies (following an absence) booked to exhibit, for example, Recaro, Chicco, Cheeky Rascals, Ergobaby, Cybex and Johnston Prams & Buggies.

These coupled with many more who have continually shown their support the show, will ensure that visitors will have plenty of great ranges to choose from.

Of course this is great news for the show - you wanted brand names and this year that’s exactly what you have. The show has firm supporters, who have continually supported and seen the benefits of exhibiting, for example BabyStyle, UPPAbaby, Venicci, Joie, Nuna, Hauck, Obaby, Slumberland, Shnuggle, Little Chick, Peg Perego, Roma Prams and Diono.

As an industry we can be extremely fixated on ‘brands’ and of course there are many reasons for this as consumers are brand focussed. However, every brand starts as a fledgling company and we have seen over the years how they grow and develop.

Harrogate is a great opportunity for you to meet these smaller fledgling exhibitors and view their ranges.

Adrian Sneyd, show organiser, comments: “With the show date getting closer, it seems that many brands are making the last-minute decision to jump on board. For many independent retailers, Harrogate is their major buying event of the year and suppliers are recognising the huge potential.”

Remember, without Harrogate there is no UK trade show for companies to showcase and demonstrate their products and importantly, talk directly to you - their potential customers. It is by having this UK trade show that we bring not only a direct route to brands, but also keep our industry refreshed.

Gary Watts, Managing Director of Independent Retailer, WH Watts, told Nursery Today why this is such an

Thinking of swaddles? Check out page 24

Are you ready for Harrogate 2020?

Looking for bath time solutions for your customers?

Turn to page 16.

important event in his yearly trade calendar.

“Harrogate is now only a matter of weeks away and I am really looking forward to it this year. This year more brands seem to be returning with more exhibiting than in the near past. It is imperative that retailers support in large numbers.

“The independents have such an opportunity with the demise of Mothercare and with knowledge, product and great service we are in a great position to take advantage of this.” Can you afford not to be there?

Last year saw the return of many favourite brands to Harrogate, for example, Silver Cross. As testament to the success this show brought, Claire Garnett of the company

stated: “Our return to Harrogate International Nursery Fair was a huge success for Silver Cross. It was great to showcase our first ever car safety collection to retailers and the press and the response was tremendous. The show couldn’t have gone better, and we will be back this year.”

Richard Trott, managing director of Weybury Hildreth, also said: “We had a really great show and definitely made the right decision to attend Harrogate again for the first time in a number of years - it was good to be back. We had a great reaction to our Purflo and Pink Lining product ranges and took some nice orders which made the whole exercise worthwhile.”

If you are a company considering exhibiting, with only a few stands remaining, now is the time to decide. You can contact Adrian Sneyd via email: adrian@nurseryfair. com or telephone 01902 880906 to discuss your options.

To pre-register your attendance, or to find out more information about this year’s show simply visit www.nurseryfair.com

Now back to this issue, we highlight a number of product categories, including bath time, swaddling and nappy changing/ toilet training. Our contributors have also been beavering away to bring you great content. For example, Jenny Kieras takes a look at the cost of raising an infant, Ross Hewitt focusses on video marketing, while over at Pramland, John Barker sums up the ‘Mothercare effect’.

Our cover star this month is Shnuggle and after another record year in 2019 that saw milestone achievements and significant product launches, Shnuggle continue on their growth path. As the company has evolved from a small family business to a global success so too has the product line, with even more innovative launch plans for 2020. You can read more by turning to page 20.

You will also find an interview this month with Andy Crane, Managing Director, BabyStyle. Andy has always been a strong supporter of the independent retailer and by turning to page 34 you can find out why.

Finally, to all you golfers out there remember to register for our annual Golf Day featuring the Challenge Cup provided

by BabyStyle.

The event will take place at Puckrup Hall near Tewkesbury. This is a Hilton Hotel course which is beautifully maintained.

The date to put into your diary is Tuesday 14th July.

Why not drop Malcolm Naish an email: malcolm@lemapublishing.co.uk, telephone him on 01442 289930 or see our advert with full details on page 37.

Here’s to seeing you all in Harrogate.

nursery today Editors letter Feb.indd 3

5

07/02/2020 12:59

news TotsBots acquired by Frugi

Frugi, a UK organic lifestyle brand, has acquired TotsBots, the environmentally-friendly cloth nappy company, and its sister brand, Bloom & Nora, the reusable sanitary products brand.

Left to Right: Tracy Carroll, Finance & Ops Director Following the acquisition, the at Frugi, Fiona Smyth co-founder at TotsBots, Hugo brands will work closely Adams CEO at Frugi, and Marcus Smyth co-founder together with significant at TotsBots cross-selling opportunities, as well the option for Frugi to leverage TotsBots’ existing manufacturing facilities to test and develop new products and categories more quickly in the future.

Hugo Adams, CEO, Frugi: “This is a really exciting acquisition that goes right back to the founding principles of both brands. We already share a common purpose, values and ethics as well as an obvious product fit. Both businesses are already hugely successful with excellent growth rates. Bringing them together gives us even more opportunities to leverage the considerable skills and expertise in both businesses for the benefit of our customers, suppliers and the environment.”

Fiona Smyth, Co-Founder TotsBots: “We have spent 19 years developing, manufacturing and selling sustainable and environmentally friendly nappies. We have always looked to make the best products, in the kindest way possible to our planet, inspiring and enabling parents to make choices that have a positive environmental impact for the future of their children. Frugi, and Lucy in particular, have always been an inspiration to our brand and bringing our company together with Frugi is the best possible outcome for us, our customers, suppliers and the environment. With such close alignment to our own ethical and sustainable objectives, we are really excited for the journey ahead.”

Micralite gifts 145 prams to Little Village

In the lead up to Christmas last year, baby travel brand Micralite donated 145 SmartFold and TwoFold travel systems to London charity, Little Village, an organisation that supports families in need across the capital.

Scott Blease, CEO of Micralite, says, ‘Getting out and about with a baby is even more challenging in the winter months.

“Our team visited the Little Village Camden centre and were blown away by the efficiency with which the organisation is run and the number of people Little Village have helped to date.’

Sophia Parker, Chief Executive of Little Village, commented, ‘Buggies are such a vital piece of kit – one mum called the double buggy she received from us her liberation – and in 2019 we gifted on 700 to London families who are struggling to make ends meet. The donation from Micralite completely floored us. It was so very generous, and it is just brilliant to be able to give families who visit us such a beautiful piece of kit.

Every parent wants the best for their child and we are incredibly grateful to Micralite for helping Little Village to make that possible.’

Little Village collects great quality donations of clothes, toys and kit for babies and children up to the age of 5, and then gifts these donations on to local families who are dealing with really challenging circumstances – homelessness, unemployment, low wages and domestic violence.

For more information about Micralite, please visit www.micralite.com

Sponsored by

Cheeky Chompers announce new team member Cheeky Chompers are delighted to announce the appointment of Jamie Moore as their new Global Head of Sales.

Cheeky Chompers joint Founder & CEO, Julie Wilson, commented ‘’Jamie joins Cheeky Chompers at such an exciting phase of our company growth and expansion. Being able to harness Jamie’s extensive sales leadership experience over the past 20 years for premium global brands like Toni&Guy, Samsung, OXO Tot, Umbra and Silver Cross offers us industry relevant experience, exciting diversity and great opportunity. We’re delighted to have him on board.’’

The Baby Show turns 18!

The UK’s leading and longest-running pregnancy and parenting event celebrates reaching adulthood with an exciting new collection of features and partners for 2020 at ExCeL London, 28th Feb - 1st March.Multi-award-winning supermarket Lidl and their Lupilu brand will become headline sponsors for the 2020 series of events.

Zoë Bonser, Show Director says; “The Lupilu range has won a whole host of awards, accreditations and industry plaudits from Mother & Baby, MadeForMums and Loved by Parents, plus have been an integral part of the show for a number of years so we are delighted to be strengthening our partnership with them.”

The Baby Show is also very proud to say that MadeForMums continue to be The Baby Show’s Headline Media Partner. Whilst supporting the show and Live Talks, MadeForMums provide exclusive show goody bags that every expectant parent wants and needs.

New features for 2020 provide what modern parents want from sleep and weaning advice to mental health support and wellbeing.

Launching for 2020, a new VIP ticket will enable a limited number of ‘Very Important Parents’ to have a premium show experience, exclusive access to the VIP Lounge, afternoon tea, a pampering session and a luxury goody bag.

Zoë Bonser, Show Director says “The Baby Show is a rite of passage for new and expectant parents. It is the only destination in the UK to find everything you need for you and your baby, from unrivalled shopping to free advice and essential information. There is a real demand for parents to touch, feel and experience new products for their baby and the only place you can do this in 2020 is The Baby Show.”

Web: www.thebabyshow.co.uk

6

nursery today

News Feb.indd 1

06/02/2020 16:05

i-SIZE CERTIFIED PLUS TEST PROVEN

twice tested tough with one terrific spin

i-Spin Safe™ Experience a twice tested and proven spinning seat that’s both i-Size and Swedish Plus Test certified and rides rearward only, all the way up to 105 cm and approx. 4 years.

Share the joy at joiebaby.com For more information and all sales enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

new

ays th w spins 90º bo

watch me spin and secure!

Scan with phone camera.

news

Sponsored by

John Lewis Partnership appoints Nina Bhatia

The John Lewis Partnership have announced the appointment of Nina Bhatia as Executive Director, Strategy & Commercial Development.

Nina has an impressive track record as a leader in disruptive, digitally-led businesses as well as established service organisations. Most recently she was the MD of Hive, one of Europe’s largest connected home businesses and part of Centrica. Prior to this, she led one of British Gas’s home services businesses, delivering electrical and plumbing/drainage repairs to millions of homes. Nina also brings deep strategy experience – she was a Partner at McKinsey & Co. for over 10 years working with clients in the consumer, energy, healthcare and public sectors.

Nina said: “I am delighted to be joining the Partnership. The business’s purpose and its two incredibly strong brands resonate strongly with me.

Working with Partners across the business, I look forward to developing a strategy for the Partnership that is relevant to our customers, is built on trust and delivers commercial value.”

Sharon said: “Nina brings tremendous commercial and strategic experience and will play a crucial role as part of the newly-formed Future Partnership Executive team.”

Time to start planning your visit

With Harrogate International Nursery Fair taking place next month, the industry is gearing up for another great show.

Exhibitors are preparing to present some fabulous new ranges, with many of the larger brands returning – and some interesting new and returning companies too.

Visiting the UK’s only nursery trade show is FREE – simply register online at www.nurseryfair.com

Messe Frankfurt fairs postpones China in 2020 Shenzhen, the

Originally scheduled to be held from 6 – 8 March three fairs (Toy & Edu, Baby & Stroller and Licensing China) will now take place at a future date which will be announced in due course.

The postponement follows a recent notice by the Guangdong Province Department of Commerce to suspend all large-scale events due to the Novel Coronavirus outbreak.

Exhibitors or visitors with any queries should email toy@hongkong.messefrankfurt.com, baby@hongkong.messefrankfurt.com or licensing@china.messefrankfurt.com

Rainbow Designs appoints new Regional Sales Manager

Rainbow Design are very excited to welcome Nicola Dale to the team. As well as managing the Midlands region, Nicola will also manage a number of key accounts with her role. Nicola brings with her five years’ experience in the gift sector, having previously worked at MPW Gifting and Sophie Allport.

Nicola will be managed by Mark Standen, the Home of Classic Characters sales manager for independents and online accounts.

“Nicola has a great knowledge of the Midlands area and with extensive and valuable experience within the gift industry she will be a much welcomed and fantastic asset to our sales force,” he said.

Web: www.rainbowdesigns.co.uk

Azaria Publishes its 2020 Family Report Surveying over 2,000 parents this month, via market research Company Mumsviews, Azaria highlights the habits of the average UK parent. From shopping habits to social media activity, eating to holidays, Azaria shares a snapshot to help add value to parenting brands.

Key take-outs:

73% of parents follow social media influencers • 8 out of 10 would pay more for a product with longevity • 48% value brands that are ethically and socially responsible • 72% still use Facebook as their most used social platform Amber Steventon, Managing Director says: “As a leading PR Agency, it’s invaluable that we keep our finger on the pulse of UK family life. Building on our previous Family Reports, we are delighted to share an overview of our insights with you. This report – and further research - ensures that we can advise our clients based on facts and create campaigns that really deliver.”

For more information on Azaria or their Family Report visit www.azariapr.co.uk, follow what they are up to @azaria_ltd and say hi to Amber and the Team at hello@azariapr.co.uk

New acquisition for Splash About Multi-award winning international baby swimwear brand Splash About, announce its acquisition of leading British swim products wholesaler Swimrite Supplies Ltd (SRS Leisure). The deal, which sees SRS rebranded as Get Soaked, will allow Splash About to better penetrate the UK swim-leisure market. “SRS Leisure is an established, well respected brand within the swim-leisure sector. Their product range complements and integrates perfectly with Splash About,” commented Bernadette Spofforth Managing Director of Splash About International Ltd. Web: www.splashabout.com

8

nursery today

News Feb.indd 3

06/02/2020 16:06

Heather Grey

Oxford Blue

Pure Black

Burgundy

Contact your account manager to arrange a demonstration of the product, staff training and help with your order : North - Ali Bentley abentley@ergobaby.co.uk 07852 154 342

South - Niki Lawrence nlawrence@ergobaby.co.uk 07494 812 887

advertorial ERGOBABY

New Ergobaby Embrace

The new Ergobaby Embrace baby carrier is specially designed to keep newborns close, combining the softness of a baby wrap with the ergonomic comfort of the brand’s awardwinning carriers.

A

faithful companion from the moment baby arrives, the Ergobaby Embrace makes the transition from pregnancy to family life as gentle as a tender embrace. Parents can focus on bonding with their new arrival while giving them safety and security during the early phases of development.

Renegotiating the question of ‘wrap or carrier?’ with its distinctive design, the Embrace’s soft jersey material combined with handy buckles make it cosy, comfy and easy-to-use. It effortlessly adapts to the growing newborn, and for multiple wearers, while ensuring ergonomic positioning and comfort for both baby and wearer.

Available in Heather Grey, Pure Black, Oxford Blue and Burgundy, RRP £79.90.

The ErgoPromise

The Ergobaby Embrace also comes with the brand’s ten-year guarantee (which covers all baby carriers including wraps), sending a clear message to parents all over the world that as their families grow, Ergobaby products will be there every step of the way.

The ErgoPromise formalises what parents have known for years, the quality of Ergobaby carriers mean that they can still be relied upon even after years of use. A baby carrier that has experienced a lot, and endured even more, becomes an heirloom, carrying each family baby when their time comes.

Standing behind the durability and quality of each and every carrier and wrap, the ErgoPromise is applicable to all carriers sold via our authorised retailers (and since January 1st 2017), and promises to replace affected baby carriers or send spare parts free of charge in the event of material or manufacturing defects.

Web: www.ergobaby.co.uk General email: service@ergobaby.co.uk Account Managers: North - Ali Bentley Email: abentley@ergobaby.co.uk Tel: 07852 154 342

South - Niki Lawrence Email: nlawrence@ergobaby.co.uk Tel: 07494 812 887

Key features of the Ergobaby Embrace:

• Soft and comfy - Oeko-Tex Standard 100 Certified fabric gently cradles baby to parent • Easy to use - no complex tying • Comfortable to wear - supportive waist belt and spreadable cross-straps distribute baby’s weight evenly • Ergonomic for baby – baby’s head is supported by padded head and neck support, while ergonomic seat keeps baby in hip-healthy M-position throughout all stages of development • Designed for newborn upwards - keeps newborn close to your heart from day one: 3.2kg - 11.3kg (7lbs - 25lbs) • Two carry positions – includes both front inward and front outward facing positions • Weighs just 480g and compactly folds for easy storage

10

nursery today

Ergobaby2.indd 1

06/02/2020 16:09

Cosy • supple, OekoTex Standard 100 Certified fabric softly cradles baby to parent

Perfect for newborns • keeps baby close to your heart from 3.2kg - 11.3kg (7lbs - 25lbs)

Embrace - Burgundy

Ergonomic • supports baby ergonomically throughout all stages of development

Embrace - Heather Grey

Embrace - Oxford Blue

Embrace - Pure Black

Two carry positions • includes both front inward and front outward facing positions

nursery today

Ergobaby2.indd 2

11

06/02/2020 16:09

retail

SUGAR PLUM

A spoonful of sugar Sugar Plum is an independent nursery retailer based in Elgin in the North East of Scotland.

We had the pleasure to question new owner Claire Petrie.

You became the owner of Sugar Plum in May of last year, can you tell us a little more about this?

I bought the business in May 2019. It had been trading as Sugar Plum for around two years continuing on from a long established local business which was a well known store for everything for baby, where I bought all of my own baby’s items from.

Before I took over Sugar Plum I was an Architectural Technician for 15 years. I wasn’t really looking for a career change but when I found out that Sugar Plum was for sale, I thought I’d like to try that, something completely different and new challenge.

Sugar Plum has relocated within Elgin - what was the decision behind this move?

We have recently relocated from the town centre of Elgin to within a local furniture store, Grampian Furnishers, on the edge of town.

As with a lot of towns now, the centre/ High Street is becoming increasingly quieter.

Along with parking/access issues the town centre at times wasn’t the easiest for us or our customers. Now at our new location there is on site parking and we are situated just off the A96, the main road between Aberdeen and Inverness.

What does this move mean to your business?

Although we have downsized our premises, it means savings on property overheads, services, etc. which allows me to concentrate on building up on the brands we stock to 12

give a greater selection to customers and continue to add new brands. The move has been extremely well received by our customers, old and new, especially now we are open seven days a week.

How have you driven awareness to your new location?

“ We listen to our

customers requests to guide them to products that will suit them and with our knowledge of our range of products, we are often able to suggest alternatives that perhaps not thought about. ”

more manageable size on one level.

As we are within a store, we also have our own display spaces on their shop floor too.

Do you operate on social media?

What benefits does this bring?

In the months prior to moving we were informing our customers and advertising it in-store along with creating regular posts on Facebook and Instagram. We also did a pop-up day in Grampian Furnishers in the lead up to our move as additional promotion.

Yes, it works so well for us! Social media is a huge benefit to the business. Using Facebook and Instagram to advertise and gather customer opinion on products really works well. We also find that customers use it a lot to ask questions via our posts or message separately.

Since relocating, what has been your largest challenge?

How important are brands to your business?

Since relocating it has improved all aspects of running the business. Though I would have to say that my first few months trading have been my largest challenge, with little retail experience and not having run a business before, it has certainly been a steep learning curve.

What floorspace do you now operate within and how do you manage this with regard to layout?

Our new premises has a much smaller floor area but it works well for us making it a

I would say brands are very important.

Customers often know exactly what brand they are looking for and come to us knowing we are a stockist. As we are only a small store, the brands we stock are suited to customers’ requirements of living in a more rural area with regard to the styles and practicality they look for.

Is there a particular product category that performs well for you and why do you think this is?

I would say Group 1/2/3 car seats. It can

nursery today

Retail Profile Sugar Plum.indd 1

06/02/2020 16:15

get confusing for customers with all the varying options of car seats on the market and knowing what will be best for their child. It is peace of mind for our customers to come in store to have options explained, see demonstrations and receive a fitting service by us.

How important is customer service to your business?

How do you manage consumer expectations?

Customer service is definitely important. It’s always appreciated and means customers are likely to return.

We listen to our customers requests to guide them to products that will suit them and with our knowledge of our range of products, we are often able to suggest alternatives that perhaps they had not thought about.

Do you offer a pricematching policy?

It’s not something we get asked often to do but we can to an extent. Prices of our brands are generally close to if not already match online prices anyway.

Have you spotted any particular consumer trends that may emerge for the year ahead?

Our customers are becoming even more conscious of car safety, looking more into lie flat options and extended rear facing car seats.

Do you feel that your suppliers give you adequate support or is there more they could offer?

Yes, in general they do. I feel that being up in the North East of Scotland we perhaps miss out on such regular visits from our reps/trainers but they do visit and are always on the end of the phone and extremely helpful.

Do you attend trade shows and if so why are these of value to your business?

Yes, we are looking forward to attending the Harrogate Nursery Fair in March. It’s a great opportunity to catch up with our existing brands and see what’s new from them. Also, a chance to get new exciting brands too.

Finally, a look to the future, are there any exciting plans on the horizon that you could share with Nursery Today readers?

As we have recently relocated, we will be concentrating on getting the store layout and fittings finalised, hopefully adding some more brands too. We are excited for the summer months when Sugar Plum will be out and about popping up at some local Highland Games!

nursery today

Retail Profile Sugar Plum.indd 2

13

06/02/2020 16:15

Dorel.indd 1

06/02/2020 16:17

Dorel.indd 2

06/02/2020 16:17

focus BATH TIME

Clean start The bath time category continues to evolve, with baby baths proving a popular choice for many parents.

B

athing a baby or toddler is a time for complete one to one interaction and offers a daily activity assisting in the general development of skill sets. This routine is also one that requires parents stay with their child and guarantees quality time between parent and baby.

As this is an activity that is part of a daily routine, we asked Shnuggle’s Managing Director, Sinead Murphy whether she felt this was a category that is researched online prior to purchase. “We know it is.

Parents ultimately look for products which make bath time as stress free as possible as it can be daunting for both new parents and young babies.

We also know from direct feedback that consumers have come across the Shnuggle bath through research - whether that be via mum to mum word of mouth, influencers, award wins or parent forums.”

Through great innovation, product ranges have continued to grow and develop - from towels, bath thermometers, baby baths, bath supports - all the way through to bath time toys. This category offers a great fast moving footfall generator, however, are consumers focussed on brand names? “A trusted brand is something that we know most parents consider when making a purchase, almost all research can be done online where parents can find reviews, testimonials and forums. Which can all help to sway which brand they become loyal to,” commented Hardenberg&Co’s Marketing Manager Eleanor Naden.

When a new baby arrives into the family, there are many parental anxieties, is bath time something that causes parents to worry? “Definitely.” Said Sinead “Handling a newborn is always tinged with anxiety, especially for first time parents. Bath-time in particular causes concern - even though baby has survived

Image source pexels.com 16

The survey says…

Nursery market specialists FanFinders surveyed 500 consumers via their platform Your Baby Club focussing on bath time. Here’s the results.

Did you purchase a co-ordinated bath time set?

in fluid for nine months, the fear of placing baby in the water is strong. Is the temperature right? Is baby safe?

Will baby drown? - all very common thoughts.

“We initially designed the Shnuggle Bath to take away as much of that worry as possible creating a ‘tub’ perfectly fitting for newborns with the extra security of our ‘Bum Bump’ which keeps babies in a safe position so parents feel more relaxed and bath-time is an enjoyable, fun experience. We are

“Parents ultimately look for products which make bath time as stress free as possible as it can be daunting for both new parents and young babies.”

Sinead Murphy, Shnuggle

constantly being messaged by parents whose babies hated bath-time and it was a time of dread for all concerned. Then they switched to Shnuggle and it was giggles all the way!”

We also asked Sinead if she felt there were any particular trends emerging with this category? “It’s really about making parenting easier and stress free as much as possible, so although the bath-time category isn’t necessarily trend based, there is a strong demand for products which offer a great solution for parents and allow baby to enjoy the bath-time experience, something we pride ourselves on offering at Shnuggle.”

Yes: 64 (12.8%) No: 436 (87.2%) Did you purchase a baby bath support or seat?

Yes: 146 (29.2%) No: 354 (70.8%) When you were an infant were you bathed in the kitchen sink?

Yes: 342 (68.4%) No: 158 (31.6%) Have you used the kitchen sink to bathe your baby?

Yes: 110 (22%) No: 390 (78%) Would you use the kitchen sink to bathe your baby?

Yes: 340 (68%) No: 160 (32%) Did you purchase a hooded baby towel?

Yes: 318 (63.6%) No: 182 (36.4%) Do you feel there are sufficient bath time toys available for infants?

Yes: 362 (72.4%) No: 138 (27.6%) Were brands important to you?

Yes: 190 (38%) No: 310 (62%) Did you research products prior to purchase?

Yes: 394 (78.8%) No: 106 (21.2%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com

This sentiment can be seen with the new Clevabath from Clevamama. We asked their Digital Marketer Cristina Ceobanu if she felt this category continues to evolve. “I do think the bath time sector has many innovative products to choose from, but we like to think that now with the Introduction of our ClevaBath all parents, including the ones that are space limited in their apartments or parents that have back problems and cannot bend over their bathtubs, will get the help they need thanks to this new baby sink bath to bathe their newborn babies without any hassle or pain.”

Parents are starting to view bath time in a similar way to that of the nursery - perhaps wanting items that offer a co-ordinated feel, for example colourways on products such as baby baths, towels, or products that match. “Many parents are very interior conscious, and will purchase products that fit with their colour scheme and personal style so colour is a key trend that will continue to dominate the bath time category.” Said Eleanor.

nursery today

Bathtime.indd 2

07/02/2020 12:51

MAKE BATHTIME EASIER with the NEW ClevaBathTM the baby sink bath

0-12m 20lb | 9kg 3HUIRUDWHG

$GMXVWDEOH

&RPSDFWDEOH

/RQJHU XVH

For easy drain & no heavy lifting

To fit any standard sink

For easy storage

Perfect from newborns up to 12 months

www.clevamama.com Join us at Harrogate Nursery Fair, March 29th - 31st | Booth G23

Contact us at info@clevamama.com for appointments and further details.

focus BATH TIME

Perfect play

With over 90 years’ experience, the TOMY Toomies range enjoyed a successful 2019 and bestsellers such as Octopals helped to deliver a 54% growth rate.

This year, TOMY Toomies is looking to expand its range with a new licence. to Based on the ever-popular children’s television programme, TOMY is set The .

Toomies for range bath ew expand its Peppa Pig product line with a brand-n products bath themed water exciting and fun with life to Channel 5 show will come s such as its hero ‘Peppa Pull and Go Pedalo’ and a Peppa Pig Family Squirter Assortment.

Web: www.uk.tomy.com

Great support Perfect bath time support with Angelcare.

Bath time is that special time in the day to connect with baby and the Angelcare Soft-Touch Bath Supports are perfect for creating a comfortable experience that both parents and baby will love.

Baby is supported by the soft touch material which warms to the temperature of the water, whilst parents have both hands free to wash and play with their little one.

Tel: 01785 503 821 Web: www.angelcarebaby.com

Easy bathing

ClevaMama launches ClevaBath The Baby Sink Bath the launch of their

ClevaMama is delighted to announce d to give revolutionary baby sink bath, the ClevaBath, create so much baby a g bathin g makin by ts paren to peace of mind easier and safer. a soft, Designed to sit over any standard sink and with or lifting heavy no s mean it basin, ated flexible and perfor the main over ng bendi no , water with lled fi tubs ing drain just easy bath, no bad posture and no water mess or spills, baby. new your and gentle bathing for ne has a Not everyone has a bath in their home, but everyo upright an in ly snugg sink, the ClevaBath cocoons your baby time. bath their g durin d relaxe and position, so they feel safe is Bath Cleva the rts suppo able remov and able With adjust it’s And hs. mont perfect for babies from new born up to 12 storage. lightweight and collapsible design is ideal for easy kitchen the orms transf fully which bath It’s the first ever bath. baby happy and secure safe, a into sink Email: info@clevamama.com Web: www.clevamama.com

18

nursery today

Bathtime.indd 3

07/02/2020 12:51

No more tears Wave goodbye to bath time blunders with Clippasafe

Bath time can be challenging for parents, with hazards a plenty and the potential for tears if things don’t go swimmingly!

One popular product making it less stressful is Clippasafe’s Shampoo Eye Shield. Washing children’s hair can cause discomfort if soap suds reach the eyes, however our Shampoo Eye Shield prevents this, allowing parents to clean their children’s hair thoroughly and easily.

The Clippasafe Bath Toy Bag can also keep stress to a minimum, as a bathroom is easier to navigate when it’s clutter free! Children love to play with an abundance of toys at bath time, which are great distractions, though the untidiness isn’t much fun for Mums and Dads.

For preventing slips and falls at bath or shower time, the Clippasafe Bath Mat and Mini Bath Mats stick securely to bath and shower surfaces with suction cups to aid grip for little feet.

You can see more of the Clippasafe Bath Time range on their new and improved website.

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

Bath time bliss The Shnuggle Toddler Bath is the perfect follow-on bath for when baby out grows their baby bath.

Designed for comfort by offering a padded backrest, grippy inside surface and natural sitting position, there is plenty of space to play and grow. Despite the generous size, the Toddler Bath is still lightweight and compact, fitting in most shower trays and baths as well as including a handy plug to empty and refresh the water.

Web: www.shnuggle.com

Ergonomic designs hold baby comfortably Hygienic and mould resistant

Babies love bathtime with Angelcare!

Soft touch material warms quickly Easy to use directly in the bath

Bath time is a special time to connect with a baby and the Angelcare Soft-Touch Bath Support and Seat are perfect for creating a comfortable experience that both parents and baby will love.

Perfect for babies from 0-10 months!

For more information about our products contact:

info@hardenbergco.co.uk | www.angelcarebaby.com nursery today

Bathtime.indd 4

19

07/02/2020 12:52

cover story Shnuggle

Shnuggle there for baby every splash of the way Following another record year in 2019 that saw milestone achievements and significant product launches, Shnuggle continue on their growth path. As the company has evolved from small family business to a global success so too has the product line, with even more innovative launch plans for 2020.

W

hile sleep-time continues to grow significantly there are exciting developments for bath-time in 2020.

As the Shnuggle bath nears iconic status, a new plug feature has been introduced, making it even easier to empty and will be available in March. A new Folding Bath Stand design in Shnuggle’s signature grey brings baby bathing to waist height – perfect for new parents especially mothers who have had a section delivery. The team have also been working on extending the fun and fuss-free aspects of newborn bathing into toddler-hood.

The Shnuggle Toddler Bath is the perfect follow-on bath for when baby out grows their baby bath. Designed for comfort by offering a padded backrest, grippy inside surface and natural sitting position, there is plenty of space to play and grow.

Despite the generous size, the Toddler Bath is still lightweight and compact, fitting in most shower

20

trays and baths as well as including a handy plug to empty and refresh the water. Launching in March, the Toddler Bath is a great way to save time and water as well as offering toddlers the same Shnuggle bath-time fun , that is enjoyed so much with the baby bath.

Complimenting the bath range beautifully is the Shnuggle Pebbly Bath Thermometer also launching March, designed to quickly and accurately monitor the water for the right temperature, taking the stress out of baby’s bath-time. Inspired by nature, the beautiful pebble design has a simple, colour changing heart display, indicating when the water temperature is just right. Pebbly floats and self-rights in water, making checking baby’s bath temperature, fast, easy and stress free. Easy to use, Pebbly is activated by gently shaking and dropping into the water - the simple light up display will quickly and accurately indicate whether the water is too hot, too cold or just right.

The strength of the Shnuggle business and brand continues to increase the UK and international business, with over 50 territories worldwide selling Shnuggle products. The sales team has recently expanded with the appointment of Orla Morris to Key Account Manager whose role is to focus on growing relationships with independent nursery stores and national retailers. “I’m thrilled to join the Shnuggle team. It is a brand I have admired for a while and have watched them grow and to be an instrumental part of future growth is extremely exciting! I’m looking forward to meeting our customers, building strong relationships and in-store support.”

The strength of the Shnuggle business and brand continues to increase the UK and international business, with over 50 territories worldwide selling Shnuggle products.

The team continue to be focused on strengthening and growing the brand with the consumer base.

Strong product launch campaigns, growth across social media platforms and key influencer and celebrity partnerships have been key to supporting growth. As well as a growing presence at key Baby Shows providing invaluable consumer insights.

It has certainly been an interesting journey for Shnuggle. Late last year, the company opened its own warehouse which was closely followed by the big move to its own offices in September. With a 17 strong team and plans to increase headcount, the time had come for Shnuggle to set up home in dedicated office space in Newtownards, Northern Ireland from which products are shipped worldwide.

Proudly flying outside is the Queen’s Award for Enterprise flag, an honour bestowed to Shnuggle in April when it was given the award for contribution to ‘Outstanding Short Term Growth over the last three years’. The Queen’s Awards for Enterprise are the most prestigious awards for UK businesses, recognising and celebrating business excellence across the UK and Shnuggle is one of 200

nursery today

Cover Story Shnuggle.indd 1

06/02/2020 16:19

Proudly flying outside is the Queen’s Award for Enterprise flag, an honour bestowed to Shnuggle in April 2019.

organisations to be recognised with a prestigious Queen’s Award for Enterprise, selected as a winner based on outstanding success in their respective field of innovation, international trade, sustainable development and promotion of opportunity.

In addition to the Queen’s Award for Enterprise it has been yet another award winning year for the brand. Silver accolades were awarded for the Shnuggle Bath at both Mother and Baby and Junior Design with an extra Junior Design bronze for Air. Best Newborn Product went to the Shnuggle Bath at the Baby Awards and Air scooped the Innovation award at K&J. In terms of product innovation, Shnuggle set about delivering a vision to bring a unique sleep product to the market for baby which focuses on safety, breathability and longevity that offers the design benefits parents are asking for. The Shnuggle Air, the only bedside crib-to-cot from birth to beyond, launched in March and is without doubt the brand’s biggest project to date. Growing success of the crib includes an exclusive colourway with John Lewis, distribution into a range of independent nursery stores and most recently listing the product with Wayfair.

The Shnuggle Air combines all the key features of baby’s first bed to provide a safe, close and cosy

sleep space from birth, and is uniquely designed to grow with baby; converting to a stylish cot and extending the safety and comfort for toddlers up to approximately 2 years of age.

The launch of Air also saw Shnuggle embark on celebrity collaborations for the first time. A partnership with Stacey Solomon proved a great platform for launch following the birth of her son Rex. Instagram grid posts featuring the brand have achieved almost a million likes, with stories providing heartwarming organic content. Chloe Lewis is the latest celebrity to commercially endorse the Air while organic content pours in from every corner of the Celebrity world, including cleaning guru Mrs Hinch and fitness favourite Joe Wicks.

In August, Moonlight, the sleep friendly portable nightlight, was launched and subsequently opened up new accounts including Smyths Toys. Dual Parent and Child modes provide a comforting light from those newborn night feeds to a soothing bedside light for the child as they grow.

Portable and lightweight, Moonlight features a handy strap to easily carry around the

home, a clever temperature sensing dock to help ensure the ideal room temperature and a sleep friendly soft glow, with low blue light levels to help promote a more restful sleep.

Shnuggle continue to lead the way in making baby’s first years a safe, relaxing and fun experience and the brand is loved by parents and babies alike, all around the world.

Email: sales@shnuggle.co.uk Web: www.shnuggle.com nursery today 21

Cover Story Shnuggle.indd 2

06/02/2020 16:19

talking shop This issue we speak to established independent retailers to find out more on their views with regard to the current nursery retail landscape.

Susan O’Rourke ANNS PRAMS

How are you currently driving consumer footfall to your business?

Most of my customers are recommendations, via our website or from Facebook.

How do you monitor what’s happening online with regard to pricing and how important is this to you?

As far as online pricing, it is not really an issue with us as most customers come to us for our level of service, advice and after sales support due to the fact that we are very well known for our high standard of car seat fitting and advice which is covering a wide area. Therefore we do not get asked very often to price match silly prices given the time we spend with each of our clients.

I do keep an eye on prices just to make sure we are offering a fair price if asked to, but we do not match silly low prices just to cover the minimum costs as we need to make a profit to survive otherwise there is no point being in business if you cannot pay bills and overheads. Given that we will be celebrating 25 years in business I think demonstrates that we must be doing something right.

Do you feel there will be a particular product category that will perform well for you this year?

As in the past I feel that ERF car seats will be our strength and long may that continue as I am very passionate about car safety.

We have also given priority to off road wheeled goods/travel systems as we are in a very rural area with dog walkers, horse and farming parents, who are our main customer base.

Sara

WHITES FARM BABY BARN How are you currently driving consumer footfall to your business?

After the sad closure of Mothercare stores around the country, we are now the only store in quite a large radius - so we are seeing footfall naturally increase as people are still wanting somewhere to view prams and nursery products before they purchase. We are still striving to be as proactive as possible with our social media outreach, as well as holding events for expectant and new parents in store with other local organisations, to get the store name out into the wider community.

Does social media play an integral part within your business strategy?

Yes - definitely. Over the last five years the new generation of parents are part of the ‘social media generation’ who grew up using Facebook and other social channels from a much younger age. It’s naturally how they communicate, view products, and learn about new parts of their lives so we expected it to become an essential tool in how we advertise and sell. Our customers enjoy having that direct contact to our store and our offering regardless of what time of day it is or where they may be in relation to our location.

How do you monitor what’s happening online with regard to pricing and how important is this to you?

We tend to only look at online pricing when we are asked about a bundle deal or to ‘price match’, but this is becoming rarer as the weeks go on into 2020. We find that once customers are in the shop we can offer them a variety of products that are suited to their budget, and the customer service we provide is worth a few extra pounds here and there.

Christy Foster ONLINE4BABY

How are you currently driving consumer footfall to your business?

We use a variety of methods including geo targeting on third party platforms and by establishing relationships with other local businesses to cross promote.

We use our social channels to promote products and events and have numerous incentives to drive repeat visits.

Word of mouth has also key to our success as you often find customers who are pregnant have friends who are also at the same point in their lives where they may be considering children so if they have a good experience, they’re likely to tell others. The best thing about Word of Mouth Marketing is there are no acquisition costs! Our showroom has become incredibly busy by word of mouth and promotes all products and offers well, by holding events throughout the year.

Our showroom actually outperformed our online growth last year of 51% which shows there is definitely still a place for physical retail stores within the sector.

How do you monitor what’s happening online with regard to pricing and how important is this to you?

We only monitor a very small selection of core products to ensure we remain competitive. We find that you can spend so much time monitoring competitor’s pricing that you become distracted from carrying out the core work which is going to make your business a success. Also, most price monitoring tools are incredibly expensive so it’s difficult to justify the costs.

How do you keep up with consumer trends?

We read trade publications, attend shows but it’s mainly about speaking to manufacturers, many of which we’ve known for decades. They’re often the ones who guide us as to what is going to be big in the coming months from both a product and design perspective but also and specific trends in terms of colours or innovation.

Yasin Ali

BABYLAND FIFE How are you currently driving consumer footfall to your business?

We have run a very successful television campaign on STV for a number of years now, we’ve moved across onto new transmitters, and its been successful. With the demise of Mothercare we’ve seen people are looking for retailers they can rely on.

Does social media play an integral part within your business strategy?

As an industry influencer, no one knows better than me just how integral social media is to any business, across the various channels, it’s very important.

How do you monitor what’s happening online with regard to pricing and how important is this to you?

Monitoring is very hard, remaining competitive is vital - we keep an eye on what we regard as ‘key’, certainly we don’t entertain the online cowboys. It’s important to keep a wee eye on what is going on but even more important to not take the eye off your own business, I focus more on what we are doing and our own profit margin than worrying too much about what others are up to.

How do you keep up with consumer trends?

I attend most trade and consumer shows, follow lots of brands and key influencers on social media and I’m very involved with consumer groups and suppliers also - I prefer to be ahead of the game, so already I’m thinking about what is going on towards the end of the year and this time next year in terms of design and trend.

22 nursery today

Talking Shop.indd 3

07/02/2020 12:49

THE VOICE OF SWADDLING

The principal of safe sleep T

he first product Purflo created underwent extensive clinical laboratory research studies. Directed by Professor Peter Fleming CBE – professor of Infant Health and Development Physiology at Bristol University, Professor Fleming is an acknowledged world leader in Sudden Infant Death.

Today, Purflo is still driven by its founding principles of safe sleep. The brands entire range is designed by safe sleep baby product experts. Purflo always goes the extra mile by ensuring its products are made using hypoallergenic materials, safe sleep guidelines and extensive consumer research.

This Spring, the brand is delighted to be launching their first Swaddle to Sleep Bag – the first of its kind to grow and adapt from use as a swaddle for newborn babies through to a sleep bag until four months old.

Designed by a team of baby safe sleep experts, this swaddle bag is uniquely engineered to feature breathable mesh panels and ease issues such as colic and hip dysplasia.

Through an extensive 12 month

Purflo launched its first product in 1997 and is the UK’s original baby safe sleep brand. Purflo was started by concerned new parents who wanted to create cleaner, safer and healthier sleeping environments for babies. research period working with parents and industry experts, Purflo have developed a fully adaptable and versatile baby sleep bag that goes beyond other similar products.

Lisa Joyce, Purflo’s Head of NPD & Marketing said: “There are so many swaddle options available to parents in the market and that choice can be overwhelming. We’ve created a sleep solution that offers real practical benefits, lasts longer and primarily provides babies with a safe night’s sleep so parents can rest assured too.“ When designing the Swaddle to Sleep Bag, the Purflo team focused on addressing issues found with swaddling in general and also with existing products on the market.

Startle reflex - The Moro reflex is an infantile reflex that develops between 28-32 weeks of gestation and stops between 3-6 months of age. The reflex is a natural response to the loss of support and baby will instinctively attempt to protect themselves. The Swaddle to Sleep Bag gently holds baby’s arms close to their chest making them feel safe and comforted.

Colic - Colic can cause severe distress for both baby and parents.

Health care professionals advise swaddling to help soothe baby when suffering with colic. Another known technique to comfort baby is to gently rub their stomach, applying light pressure.

The Swaddle to Sleep Bag features a unique seam across the torso area, designed to recreate the pressure of being touched, providing

reassurance for baby.

Adaptable - During the research process of design, Purflo found that parents wanted a versatile product that will grow with their baby. It is unknown to expecting parents whether their baby will enjoy being swaddled or not and it was important to still be able to use the product without the swaddle feature. The Swaddle to Sleep Bag can be used as a standard sleep bag if baby would prefer not to be swaddled or when baby has grown out of swaddling.

Safe temperature - A common issue parents find with swaddling is knowing if their baby is at a safe temperature. A core value of the Purflo brand that is applied in its product range is Breathability. The breathability of The Swaddle to Sleep Bag is provided by strategically placed mesh panels at the nape of the neck and outer torso. These mesh panels provide safe ventilation and increased airflow to commonly overheated areas. A frequent mistake with traditional swaddling is using blankets that are too thick and not breathable. The Swaddle to Sleep Bag helps baby stay at a safe temperature all night and comes complete with a safe sleep guide.

Hip healthy - Hip dysplasia is a condition where the ball and socket joint of the hip does not form properly in babies. There is a direct link between babies being swaddled too tightly in blankets and

Lisa Joyce, Head of NPD & marketing

hip dysplasia. The Swaddle to Sleep Bag provides a safe alternative. Purflo have gained certification that their Swaddle to Sleep Bag is hip healthy by the International Hip Dysplasia Institute. To gain hip healthy certification products have to provide babies room to kick and wriggle freely.

Travelling - A recurrent problem found during the research period was not being able to travel with a sleeping baby. Parents want the ability to be able to travel with their baby in their usual sleep outfit for comfort and for ease. The Swaddle to Sleep Bag is uniquely designed to be safe for use in car seat and pushchairs when used as a standard sleep bag.

To find out more visit: www.purflo.com Email enquiries: leah@whleurope.com Sales enquiries: natasha@whleurope.com nursery today

The Voice of....indd 2

23

06/02/2020 16:21

focus SWADDLING Image courtesy of Ergobaby

Sweet dreams Having been around for centuries, it’s little wonder that swaddling continues to be a popular sleep solution for many parents with the category continuing to see innovation through clever design.

S

waddling is not a new practice being indulged by parents looking for trends on how to best settle their babies - this is a practice that has been used for centuries.

However, do parents correctly know how to swaddle their infants? Purflo’s Head of NPD and Marketing, Lisa Joyce feels that with so much information being available it can all be a little daunting and perhaps confusing, which is why many manufacturers have created shaped swaddles. “I’ve heard it described as origami! Youtube videos and blogs around how to safely swaddle are available but information can be confusing and often conflicting. Shaped swaddles take away the ‘how to.’ It’s just intuitive.”

Ergobaby’s Marketing Manager, Amanda Loveday agrees stating “Swaddling is occasionally perceived as prohibitively difficult by both new and experienced parents, but it doesn’t have to be complicated if consumers pick the right product, and the benefits make it well worth any initial hesitation.

“Ergobaby Swaddlers are designed to make the process as easy as possible, you follow simple steps which result in the perfect swaddle. We also have several guides available across our social media channels and blog to help retailers and parents alike learn or refresh their skills.”

Trends over time have dictated how parents chose to put their infants to bed. It wasn’t all that long ago that placing baby to sleep on their tummies was considered correct, then it was decided that sleeping on their sides paved the way, but we now know from research and evidence that ‘back is best’, while also actively encouraging tummy time to counteract potential ‘flat head syndrome’ which can be caused from placing babies for too long on their backs.

This also applies to swaddling and while the practice may have been used for years, it has become apparent that if a swaddle is wrapped too tight, or indeed done incorrectly this can also cause problems - for example, Hip Dysplasia. The 24

good news is that word is now out there with regard to Hip Dysplasia with the majority of manufacturers addressing this with regard the design elements of their swaddles. We asked Amanda if she felt that parents were more aware and informed with regard to Hip Dysplasia. “Hip Dysplasia is the most common abnormality in newborn infants according to the International Hip Dysplasia Institute, which means it’s vital to ensure parents are educated on the risks of products that interfere with healthy hip positioning and on those which conform to the Institute’s best practices.

“It’s also important that brands and retailers work together to educate consumers on correct usage of hip-healthy products. All Ergobaby products are acknowledged as hip-healthy by the International Hip Dysplasia Institute. As education around the condition increases, more parents are turning to this accreditation to confirm they are purchasing products which ensure the best quality of care for their child.”

Is this also a category where we are experiencing a growth? “Definitely.” Said Lisa. “Parents are looking for ease and simplicity when purchasing products. We carried out research which showed a growth of usage by parents but critically the number of health professions swaddling babies at birth, this plays a big part in routines they carry on at home.”

With this in mind, would it be fair to assume therefore that we have sufficient innovation within this category with swaddles being designed to lessen the ability to misuse or swaddle correctly?

“Absolutely, there’s been a huge step forward in offering parents swaddling solutions, even 10 years ago is was unusual to ‘swaddle’ babies here in the UK.” Said Lisa. “What’s really key is the versatility of design so that the swaddling product works for baby in a number of ways. The Purflo swaddle to Sleep Bag can be used arms in or arms out and if

baby loves it, its extended size means you can use it even longer.”

Amanda agrees stating that “Whilst certain blankets may be used to swaddle babies, recent innovations in specially designed products are making swaddling simpler and safer than ever before. For example, Ergobaby Swaddlers have a removable leg pouch for quick, stress-free nappy changes, and escape-proof arm pockets to keep baby swaddled snugly while they sleep. They are also accredited hip-healthy, giving parents’ peace of mind that their little one is swaddled safely.”

And what about the type of fabrics used - are parents looking more closely also at the fabric and level of breathability? “Breathability is paramount and new parents are understandably worried about baby being too hot or too cold,” commented Lisa. “Our research sited this as top of priority when purchasing so at Purflo, we’ve used a luxuriously soft and breathable fabric combination.”

Amanda agrees that fabrics and breathability is high in the minds of parents and their purchasing decision. “Customers will swiftly dismiss any item that looks or feels low quality. Cotton is far superior to man-made fabrics, not only in quality but in breathability and durability, both important features for any swaddler. Items that are machine washable are also high on parents’ lists, saving them both time and effort in the face of inevitable accidents.”

So with an army of parents who are more educated now when looking at swaddling, what benefits can retailers receive by stocking items that fall into this category? “By offering a range of sleep products from birth (e.g. swaddlers, sleeping bags and follow-on products such as the Ergobaby On the Move) retailers encourage the customer to return for more product as baby grows.” Amanda told Nursery Today. “Retailers should particularly consider stocking products from known brands as this adds credibility to the product and allows retailers to utilise the strength of that brand.”

nursery today

Swaddling.indd 1

06/02/2020 16:22

focus SWADDLING

Safe to sleep The Swaddle to Sleep Bag is a safe alternative to using blankets and loose bedding at sleep time and helps keep baby at a safe temperature all year round.

The versatile design of this baby sleep bag gives you the option to swaddle baby or let baby’s arms out – growing with the child from a swaddle to a standard baby sleep bag.

The 2.5 tog is perfect for all season use, allowing parents to tailor the garments underneath to suit the temperature.

The All Seasons Swaddle to Sleep Bag features the addition of Amicor Pure – a hypoallergenic fibre approved by Allergy UK to aid prevention of asthma and eczema.

Email:: leah@whleurope.com Web: www.purflo.com

Collaborating with MuslinZ

Much to squeak about at MuslinZ with new mouse print for stockist

Baby accessories brand MuslinZ has formed an exclusive collaboration with one of the fastest growing children’s lifestyle and gift brands in the UK and produced a brand-new bespoke muslin print.

MuslinZ has teamed up with Not Before Tea, after it requested a print featuring their lead character Pip the Mouse to adorn a new gift collection. Using a 100 per cent cotton muslin square, the Muslin Trio pack is available with soft grey, clean white and Pip the Mouse designs.

Caroline Taylor, managing director at MuslinZ, said: “We are so excited to be working with Not Before Tea on this adorable print. It has been such a delight to develop something so charming that we are both sure is going to be loved by their very devoted customers. Our muslin squares are of the highest quality, wash brilliantly and hold their shape and colour perfectly.”

MuslinZ has a history of very close relationships with its stockists and this is the second exclusive print that the baby brand has produced jointly following a similar collaboration with nursery specialist Little Poppets & Co in 2018 who are also currently in the planning stages of a second print due to be released in 2020.

“At MuslinZ we pride ourselves on working closely with our committed stockists,” said Caroline. “We welcome their input when launching new products and new designs and very often they are the catalyst behind our major product developments. We’d love to do more of these types of partnerships in the future and would welcome other stockists who wish to collaborate in this way.”

Swaddle them happy When parents give their baby longer, more peaceful sleep with the Ergobaby Swaddler, then they sleep easier too.

Easy-to-use, the swaddler features a removable leg pouch for quick, stress-free nappy changes, and escape-proof arm pockets to keep baby swaddled snugly while they sleep.

The ultra-soft, breathable cotton is cosy against babies’ skin, and machine washable.

Like all Ergobaby products the swaddler has been acknowledged as “hip healthy” by the International Hip Dysplasia Institute, giving parents peace of mind.

Suitable from birth (44.5cm - 61 cm) the Ergobaby Swaddler is available in a number of whimsical designs and prints.

Web: www.ergobaby.co.uk

Web: www.muslinz.com

26

nursery today

Swaddling.indd 2

06/02/2020 16:23

focus

PARENTS INSIGHTS

Buying before baby This month Jenny Kieras takes a look at the cost of preparing for a new child.

B

udgeting for a newborn child is a significant challenge for new parents and in preparation of their child entering the world, a parent’s considerations of where to spend money extends much further than baby essentials, prams or nursery equipment.

We know from our Parents Insights data that parents are financially savvy, (40% of expectant parents have a mortgage and over half (55%) have a financial product in place for their children) but there are changes and developments in the way they are choosing to spend money before the baby arrives. Our latest data shows they’re also spending thousands of pounds indirectly related to the birth of a new child.

One of the biggest purchases and investments some parents choose to make in anticipation of their baby’s arrival is to move into a new home.

Over a third of parents say they have done so in either anticipation of, or because of the baby and those that do are spending on average £60,200 moving to a new home. Whilst not everyone will move home because of their new arrival, many will invest in home improvements – this is the most popular spending point, with around three-quarters (74%) upgrading their home. An average parent spends

around £4000 on decorating and babyproofing their house, an activity that is clearly very important amongst this group.

One of the biggest purchases and investments some parents choose to make in anticipation of their baby’s arrival is to move into a new home. Over a third of parents say they have done so in either anticipation of, or because of the baby and those that do are spending on average £60,200 moving to a new home.

New cars are another indirect spend associated with the arrival of a little one, with almost two in five parents (38%) reporting to have either purchased or are planning on purchasing a car. The average spend on a new car is just under £8,000, illustrating just how much having a safe car that is the right size can be worth. This also demonstrates how more car manufacturers and sellers should be communicating with parents when it comes to their products and marketing, particularly safety

credentials which will be a top factor in the final decision a parent makes.

Finally, there has been an increase in the number of ‘babymoons’ been taken. These pre-baby holidays have become increasingly popular, over a third (36%) of parents say they are either planning or have gone on a ‘babymoon’ holiday. Those choosing to get away before the baby arrives, are spending on average £1750. This figure suggests of those who choose to get away, they are willing to splash out on trips to spend quality time together before life becomes baby-centric – presenting an opportunity for hotels and holiday companies to run special promotions and services to really attract these expecting parents.

These findings show that brands need to think beyond the core group of products directly associated with having a baby and prove that it is a group worth marketing to as they are willing to part with their cash.

Capturing expectant parents before their baby arrives and providing them with a fantastic product or experience will help retain this group through their years as parents, providing ample opportunities to engage and sell products to them in the future.

To learn more and access a complimentary Parents Insights report, please visit http:// parentsinsights.com/nurserytoday

Jenny Kieras Chief operating officer

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 four), 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. co.uk/nurserytoday or call Jenny on 0330 159 6631.

nursery today Insights People.indd 3

27

06/02/2020 16:25

nursery matters JOHN BARKER

Barking Mad This month John Barker takes a look at the ‘Mothercare Effect’ and what this could mean for independent retailers.

Toss a coin to your Witcher, oh valley of plenty, oh valley of plenty. . . . . I can’t get that song out of my head!

Fingers crossed bashing out 1,000 words for this article might distract me long enough that I forget all about it. I am glad to report that this month I have achieved something which has been 37 years in the making! Yes people of the nursery trade, yours truly has finally managed to loop Manic Miner on Sir Clives brilliant ZX Spectrum – and I didn’t even use pokes (that’s cheat codes for anyone that didn’t grow up in the 8-bit era).

1982 JB would be so proud of me. I think one of you brands (here’s looking at you Cosatto!) need to do a range of Speccy 48k prints! I can imagine a Woosh dressed head to toe in Miner Willys. . . .having read that back it may actually be a fairly dodgy idea…

This month I thought I’d look at what we are referring to as “The Mothercare Effect” and how this will benefit us, it also means I’ll be mentioning margins again and how stupendously important they are to us all. Look, so far in the article I’ve got a pop culture reference and an attempt at a risqué joke and Nursery Today’s Editor, Penny, will be expecting some semblance of an article.

No matter how big or small we are, we all need a margin. Yes, the size of the margin we need will depend on our businesses own circumstances but universally a business requires margin to survive. Turnover is great, it’s the thing that makes you smile at the end of a busy day, week or month. When that Z reading prints and you see you’ve had another record day it’s 28

guaranteed to bring a smile to anyone’s face. However, only a very small (and getting smaller – sorry that was a touch cynical) part is actually your margin and that’s got do a lot of work for you. That little slice has to pay for your shops rent or mortgage, business rates, gas, electric, water, insurances, staff wages and pension contributions, PAYE and NI, any vehicles, repairs, accountancy fees and professional fees and the list goes on and on. I haven’t even mentioned the VAT man yet! So what is the meaning of all this? Well, if Johns Prams had a pram for you to sell and the rrp was £500 and it gave you a pre-tax margin of £150 why would you choose to sell it for £450 and say goodbye to £50 of your share? You’ve probably just said to yourself “I wouldn’t, because I’m not an idiot you big hairy buffoon”!

The only problem is some amongst us would say “I’m happy to sell it for £400 and only earn £50!”. That money, that has been given away could have paid any of the costs I’ve listed above. Yep, that £50 would have paid this months PRS licence or paid for six hours wages (based on national living wage).

The truth of the matter is that this discounter probably won’t sell anymore than they would at the higher price. What will happen is that our customers will simply ask us to price match and we’ll have to decide to earn less or nothing and keep a customer or say “sorry we can’t help”.

So basically the margins of the many are being dictated by the few. When you consider that a major high street retailer has folded in our industry

No matter how big or small we are, we all need a marg in. Yes, the size of the marg in we need will depen d on our busin esses own circu mstances but universally a busin ess requi res marg in to survive. you’d think it would highlight the importance of margins to those that remain. The customers are out there, more so than ever in fact, which leads me on to my next point.

We cannot be the only store in the UK that has felt an immediate increase in business from the closure of Mothercare. We’ve noticed footfall has increased and subsequently sales.

With all this extra turnover it would be criminal to see little or no increase in our profits. Mothercare customers are out there people, they are looking for somewhere to spend their money and guess what? Yep, they are heading to all our stores! Personally we have seen

a marked improvement in the sales of group 0/1 and 1 car seats. This is a area we have historically struggled to make headway in to, despite us securing group 0+ sales with 99% of our prams. This improvement has been swift and sudden but it is very welcome. The only draw back is that no sooner have we gained access to new punters and their wallets we are being asked to price match on many of these seats. Never look a gift horse in the mouth so you won’t find me being too upset by this. After all, this is business we would never have had a chance of in previous years, it’s better to earn something more than nothing.

The grumble comes from the fact that customers want the price match and still want us to spend time with them, advising them and ultimately fitting the seat for them, all on a reduced margin.

We will be targeting various areas that we have previously avoided in an attempt to capitalise on these new parents flooding through our door.

The most important thing for us to be mindful of is that we look to meet these customers requirements with brands that want to work with us, brands that will allow us to earn good margin and that will stamp out silly pricing as and when it happens.

As the number of shopping options decreases for parents to be, I wish I could say the days of excessive price reductions will be over. Unfortunately I don’t think they will be. The

john@pramland.co.uk

nursery today

John Barker.indd 1

06/02/2020 16:32

Image source pexels.com

number of “villains� is getting smaller but they are still there and we will just have to suffer until then. The biggest threat still remains the abundance of nursery shows.

So how do we get our share?

Simple, advertise and make sure every parent in the land (or at least your location) knows you are here and ready to serve them. The comments floating around on parenting groups saying things like “now Mothercare has gone where am I going to shopping for my baby bitsâ€? is not a slur on naĂŻve customers, instead I would say it’s a reflection on independents that are in their areas.

Why do these people not know about you? How can you afford for ‘parents to be’ on your door step and not even know you are there? Next month I’ll be looking at how social media can be the answer to all your advertising woes and how a little post here and a little post there can see not only your footfall but also your turnover increase.

Until then I’m off to smash another 8-bit game‌Toss a coin to your Witcher‌ NOOOOOOOO! 17B-$1 B [ PP SGI

&

0

<

&0

0<

&<

&0<

.

nursery today 29 John Barker.indd 2

06/02/2020 16:32

focus NAPPY CHANGING & TOILET TRAINING

When you’ve got to go...

Nappy changing and toilet training could provide a great footfall generator for many retailers.

F

or every child born, around 6,000 nappy changes could take place during the time prior to an infant being fully toilet trained! With that in mind, its little wonder that this is a growing sector and fortunately we have a plethora of products available that are designed to assist when it comes to nappy change time and toilet training.

Products that fall into this category are extensive. Parents will look at a whole host of items which will include: changing mats, changing stations, changing bags, nappy wipes, nappy bins, nappy sacks, nappy creams, potties, portable potties, infant toilet seats, step stools – the list can be quite extensive.

Once parents are ready to ‘put the nappies’ on hold and focus on toilet training, which is a key milestone for little ones, manufacturers recognise that confidence in a product in this area is crucial. How a child learns to potty train through the various stages is different from one child to another.

Some will be encouraged through the use of ‘pull ups’, whilst others will be enticed by the clever positioning perhaps of a loved licensed character onto a product. Then there will be those who want to imitate ‘mum or dad’ and use a potty that mimics that of a full size toilet.

We highlight a number of products that are available to order now that can greatly assist parents with nappy changing and toilet training.

COFFEE BREAK

A great pottytunity!

Author and toilet training expert, Winnie Benson, gives us her views on potty training.

What do you feel are the main anxieties for parents with regard to potty training?

This would definitely be ‘School Readiness’!

This is a topic that almost every parent I meet brings up. They are very much concerned that their child may not be accepted into school if they are not toilet trained. All schools require children to be toilet trained before they are due to start, although we are currently dealing with a national crisis, where 70% of children are starting school not having basic hygienic skills such as being able to use the toilet by themselves.

Is there an average age when a child might be ready to ‘ditch the diaper’?

An interesting question… The answer lays with the parent who is responsible for toilet training the child. As crazy as it may sound, children can begin toilet training right from birth! Those children whose parents start off the potty training process when their child is still an infant, can have their child completely potty trained within the first year of their life. This process is common and works well in undeveloped communities outside of the western world.

On the other hand, toddlers can give their parents obvious signs such as tugging at the diaper, but it’s all down to when the parent is ready to start off the toilet training process.

How do products assist in relation to this?

There are so many products on the market, which parents need to be mindful of.

Product such as ‘Pull-Ups’/Nappy Pants are a big no-no in my books! They are all still diapers… Same products, different packaging! These products make toilet training much harder, increasing the age of when a child could be diaper free. They are built to make children feel dry, when it should be the opposite, thus making the whole process very difficult and encourages laziness for both the parent and the child.

Do parents turn to the internet for information?

Indeed, they do. The Internet can come with many cowboys (and girls) who provide misleading information about toilet training. Parents should pay more attention to potty training experts like myself, or parents from a much older generation - such as their child’s grandparents, or even great grandparents (my favourites)!

What are the retailer benefits to stocking products that are related to this category?

All grown up Award winning potties available from Summer Infant.

You are an author of a book which offers helpful advice, what was the inspiration behind this?

Web: www.sumrbrands.com

Web: www.PottyTunity.com

The thought of potty training tends to fill most parents with dread, however potty training doesn’t have to be a chore, in fact it should be celebrated, this is an important milestone.

The Award Winning Summer My Size Train and Transition Potty helps little one’s transition from My Size to Real Size, with a removeable training seat that fits on a real size toilet.

30

Retailers are very much part of the toilet training process. The decisions that we make as parents lay upon the options that are presented to us. Though ultimately, we have the buying power. I think that retailers need to consider the needs of children more than the wants of parents. They still have a share of the pie even when focused on stocking products that promote healthier children.

My children. All of whom we started toilet training very early on. The twins from 3 months old and the baby of the family from 2 months old. They are all healthy and didn’t acquire any extra limbs along the process! Ha Ha Ha – just kidding.

I had always been questioned about how I had achieved such results with them all, then asked to help toilet train other people kids, provide tips and so on. So, I decided to just write a book, explaining the process from its’ roots, thus was born POTTYTUNITY and as they say, the rest is history!

nursery today

Nappies etc.indd 1

07/02/2020 16:18

2-in-1 waterproof fitted sheets

Perfect for little ones Practical for you

Machine washable & tumble dryable

Kind to skin

Soft & smooth

Silent & crinkle free

Odour reducing

Dust mite barrier

www.bsensible.co.uk

Natural & sustainable fibre

Nappy Disposal System Designed to keepp bad smells at bay ODOURSEAL AL TECHNOLOGY OGY

KEEPS SMELLS LS INSIDE

ANTIBACTERIAL ERIAL

COATING REFILL FILL FILM

SAFE & SIM SIMPLE MPLE

ONE-HAND ND O OPERATION PERATION

Angelcare Refill Cassettes Available in 3, 6 & 12 packs

For more information about our products contact:

info@hardenbergco.co.uk | www.angelcarebaby.com

focus NAPPY CHANGING & TOILET TRAINING

Travelling storage

The Bristol Changing Bag from Red Kite offers s while out and about. function and style for parent Bristol Changing Bag that gives all the

The Travel Range include the amazing value includes a handy wipeable small changing functionality you want from a changing bag and mat and gives lots of storage options. features useful clips to hang from a In a neutral black fabric to match all strollers and stroller when in use.

Tel: 01454 326 555 Email: sales@redkitebaby.com Web: www.redkitebaby.co.uk

A helpful resource Introducing a Potty Training book like no other

POTTYTUNITY is aimed at parents who are seeking a more natural, non-coercive way of toilet training their child, to assist them in becoming less diaper reliant and essentially becoming diaper free sooner, rather than later. The methods within this book can be used for both babies and toddlers, to help enhance their independence and developmental needs. This book acts as an instrumental tool in helping reduce the crisis of children starting school still in diapers, therefore reducing the billions of non-biodegradable disposable diaper waste in landfills worldwide, which (by the way) do not decompose for 500 years – affecting the world in which we all call home!

Parents using the methods within this book, take pride in doing their part in maintaining a safer, more liveable environment for the children of tomorrow, helping “one bum-bum at a time!”

Email: sales@pottytunity.com Web: www.pottytunity.com

Be sensible with potty training Let B-Sensible help you with nighttime potty training.

The award-winning, innovative range of fitted sheets are ideal for night time potty training as they are not only beautifully soft, they are breathable, waterproof, hypoallergenic, temperature regulating and made from the natural fibre, Tencel, which originates from the eucalyptus tree. B-Sensible’s sheets are the first 2-in-1 waterproof fitted protectors that act like a second skin and are as soft as silk and as cool as linen.

B-Sensible’s products range from fitted sheets in all sizes to durable pillow protectors and are available in over 15 different colours.

Email: marketing@nsauk.com Web: www.bsensible.co.uk

Full of versatility The Clifton Rucksack is a premium rucksack that is proving to be so popular in both design and practicality.

A large roomy rucksack that enables you to carry everything needed to change and feed baby when out on your travels and allows both arms to be free at all times.

Padded wide shoulder straps are easily adjusted for a comfortable fit. Features an insulated bottle chamber to keep baby’s drinks cool or warm. Lots of pockets for storage and external parent pocket to store phone and keys with easy access. Also includes a large wipeable changing mat.

Tel: 01454 326 555 Email: sales@redkitebaby.com Web: www.redkitebaby.co.uk

32

nursery today

Nappies etc.indd 2

07/02/2020 12:53

Changing on the go The Red Kite Travel range includes several products that are ideal to help with changing baby when out and about and at home.

Red Kiteâ&#x20AC;&#x2122;s On the Go Changing Mat is a handy wrap around changing mat that is a clever pull out feature of the travel pouch that it is part of.

Includes several pockets for storing nappies and wipes etc. to help change baby when needed. The bag includes a handy clip on feature allowing the On the Go Mat to be clipped to the stroller as well. Finished in soft grey melange fabric for on trend colour co ordination.

Tel: 01454 326 555 Email: sales@redkitebaby.com Web: www.redkitebaby.co.uk

Smelling sweet Angelcare ensures nurseries smell fresh and clean.

The Angelcare Nappy Disposal System is a convenient and hygienic way of disposing of dirty nappies.

Featuring Odourseal technology which is designed to keep bad smells at bay, the simple-to-use system ensures a happier, more fragrant home.

With a single cassette lasting on average up to one month and using signiďŹ cantly less plastic than other competitive systems the Angelcare Nappy Disposal Bin keeps convenience and the environment in mind.

Tel: 01785 503 821 Web: www.angelcarebaby.com

Toilet Training Teachings for Babies and Toddlers Promotes Healthy Children Enhances Independence and Developmental Skills Teaches & Encourages Environmental Sustainability Reduces Diaper Eeliance Non-Coercive Methods Promotes School Readiness

Sales@PottyTunity.com @PottyTunity

www.PottyTunity.com nursery today

Nappies etc.indd 3

33

07/02/2020 15:37

interview BABYSTYLE

Support with style This month Nursery Today’s Editor, Penny Franks, had the pleasure to question BabyStyle’s Managing Director Andy Crane to find out more about the company, their principles and the support they give to independent retailers.

BabyStyle is a strong supporter of the independent retailer, why do you value indies so highly?

Independent retailers are both the backbone and the life blood of this industry and such a valuable source of advice for forthcoming and existing parents in towns and cities all over the UK and Ireland. Each indie is somebody’s local store and they serve their postcodes with a personal service that no national retailer can compete with.

Andy Crane

What do you do that makes your brand stand out from your competitors?

We offer something for everyone, at every price point, without any compromise and this gives us real appeal to the savvy consumer with our Oyster or Hybrid collection. The egg range turns heads with its iconic British design and offers an accessible luxury experience that is refreshingly easy to use.

The Oyster3 has proven a popular product and BabyStyle has continued to innovate with the introduction of the Noir last year – what was the decision behind launching the Oyster3 Noir?

As mentioned above, we value the independent retailers and we wanted to give them a range-topping version of our most popular product that they could have all to themselves to help give them a genuine advantage at a local level.

How has this been received as an independent only exclusive?

Through recent conversations we have learned that those independents that are showing it off on their shop floor are selling it through very well. Those that don’t have it on display or who haven’t given it any sort of promotion or push aren’t, so there’s a surprise!

We have advertised heavily in Nursery Today, sent out email newsletters to independents, have account managers regularly visit stores and shown it at trade shows and roadshows so the fact that it exists should be obvious but strangely we still get some independents who say they don’t know anything about it!

Do you offer any other exclusives to independents?

Yes, we offer exclusives from our egg collection and the Hybrid stroller is also exclusive to independents.

An area that concerns many bricks and mortar nursery retailers is competitors online pricing - do you feel this creates an uneven playing field and how do you monitor this?

We monitor prices through a software solution and we always hope that retailers will respect the brand values that are built into our products.

There is a lot of discounting online, which certainly provides an immediate advantage over stores that still don’t sell over the internet and can lead to them having to price match against something that is shown to them on a smartphone.

That isn’t fair when a store has worked hard to demonstrate a product and then they are faced with losing a sale to someone who has done nothing at all to stimulate interest in the product or spent any physical time with a consumer. Quite often though stores that play the price-cut game too hard seem to ultimately disappear so maybe there are some lessons to be learnt there?

Do you feel that some online only retailers de-value brands by way of 34

nursery today

Babystyle.indd 1

06/02/2020 16:35

Price is part of a brand experience so as soon as you devalue the price you automatically devalue the brand. The heavy discounting that is happening across the industry da mages every brand involved. promotions, heavy online discounting, etc.?

Yes, 100%. Price is part of a brand experience so as soon as you devalue the price you automatically devalue the brand. The heavy discounting that is happening across the industry damages every brand involved. If two or three brands constantly have their price heavily reduced, then it hurts them, but it also damages the brands that remain at or near a fair RRP as they look ‘expensive’ or ‘over-priced’ by comparison.

You don’t sell directly to the consumer from your website - why is this?

We are here to support retailers and it is one of our strongest beliefs that such support is the right thing to do. Selling everything direct to consumers would be completely at odds to that claim. For clarity though, we do sell some spare parts and accessories online and we do offer end of line products from time to time online, but these are only offered after a time period where the products have been offered to retailers first.

Do you have a list of stockists that you regularly update online to drive footfall in-store?

Yes, and we update it regularly and have done this for years.

Do you operate on social media and if so, what benefits does this bring to your business?

We do operate on social media, with a particular emphasis on Facebook and Instagram, and YouTube is going to be a focus this year also. It brings many benefits through speed and reach of content delivery, customer service opportunities and is also a place where we can be real people and show our personality more than we can through other mediums such as print.

How do you support your retailers?

Where do I start? We provide POS and in-store display support, often bespoke, weekly stock updates, regular email newsletters, promotions and offers regularly through the year, account managers across the UK that are out on the road, fully staffed customer service and repair departments and a consistent, long-running and unbroken attendance record at Harrogate Nursery Fair and Kind und Jugend. By the time this issue goes to print we will also already have attended 2020 retailer shows in Scotland, Essex and Dublin.

Do you regularly visit your retailers to provide demonstration and training on products, etc.?

Yes, our account managers are mobile and 90% of

Babystyle.indd 2

their time is spent visiting stores and helping retailers with product training, queries, orders, sales and marketing.

You have had huge success across a number of products within your range, how have you achieved this?

A large amount of credit must go to the independent retailers themselves for continually supporting us by stocking and selling our products and we are very grateful for that. We also think that success has come from us taking a measured approach to evolving our range rather than constantly throwing out new ideas and hoping they work.

What type of activity do you run to bring consumer awareness to your brand?

We invest in lots of online activity through our own social media accounts and in optimising our websites for search engines and we are continuing to invest more in great quality video content as this works so well across many platforms for us as a brand as well as for retailers.

We do also still advertise across some print publications but one of the biggest investments we undertake each year is the tens of thousands of copies of our own BabyStyle and egg catalogues that we provide for retailers to give out to their consumers.

anytime soon and those consumers still need to start their journey somewhere. The best advice would be to push your store hard in your catchment area and become known as THE baby store in your town or county and get the footfall up and consolidate that position so that you are well future-proofed. Don’t stop pushing just because you have suddenly got busier.

Web: www.babystyle.co.uk

Can we expect to see any other new launches this year?

Yes, more evolution is coming through egg 2 which will be appearing at Harrogate soon and we also have the Oyster Ace…but that’s a bit more hush hush right now!

Finally, is there any advice you could give retailers for the year ahead?

I don’t think there are any catch-all snippets of advice that can be given to such a different collection of individuals and businesses all at once as everyone faces different challenges at different times. With the recent demise of Mothercare and with Kiddicare and Toys R Us already gone I think independents should be very proud that they have seen off some of the big players and survived. In fact, they have survived, and it is now surely time to thrive.

I was thrilled with the conversations I had at the recent roadshow we co-hosted with Dorel as every single indie I spoke to said they were getting busier and busier and were all very optimistic. There has been some recent research which has suggested that around 80% of pregnant couples used to start their exploration with Mothercare. Well, they’ve gone and aren’t being replaced

06/02/2020 16:35

focus MEET THE NEWBIES

Meet the Newbies Harrogate International Nursery Fair has always been recognised as the place to spot new products and meet new exhibitors. As such, the only UK trade event ensures that there is a great level of new innovation and Discreetly products on display that you may not have previously seen. providing

confidence

Gold performance

Mama Bamboo scooped the Mother&Baby “Best Performance Nappy Range” Gold award for 2020, ahead of all three Pampers ranges and supermarket ranges.

The Bamaboo nappies are made from incredibly soft, organic bamboo and compostable liners. Chlorine free. Latex free. Phthlates free. Naturally antibacterial and breathable, these natural nappies help to reduce nappy rash and keep babies’ cool and dry for longer.

Their complementary range of Bamaboo baby wipes are 100% compostable organic bamboo, 99% water and plant based ingredients. Kind and gentle on delicate skin, suitable even for newborns.

Mama Bamboo also carry a beautiful unique range of bamboo tableware for toddlers. Perfect for weaning, bamboo fibre is durable, dishwasher safe and naturally scratch-proof. Each set features one of eight endangered baby animals and comes complete in a gift box with accompanying storycard.

Available at wholesale prices for nurseries and retailers and exhibiting at Harrogate Nursery Fair, Stand: Q83.

Tel: 07966406993 Email: Admin@mamabamboo.com Web: www.mamabamboo.com

The Ubere Mama brand has a mission to make its breastfeeding clothing accessible to all mums wishing to nurse their babies, discreetly and confidently.

The range of printed dresses, colourful tops, soft cosy fleeces and sweatshirts are designed in collaboration with mums who know what works whilst breastfeeding and will be exhibiting at Harrogate Nursery Fair, Stand: Q85.

Thoughtfully positioned flaps and zippers are proven to allow mums to feed their babies, quickly and with minimum fuss.

All the products and fabrics and accessories are designed, sourced and made in the UK. As a brand looking after our planet is not an afterthought-but an intrinsic part of who Ubere Mama is.

Tel: 07887992173 Email: sj@uberemama.co.uk Web: www.uberemama.co.uk

For the explorers Baby Jogger has never stopped pushing to find more solutions that allow parents to experience life with baby by their side. From strollers that fold into your hand to strollers that adapt to your growing family— Baby Jogger has you covered.

Baby Jogger want to go where you’re going and their strollers are designed to take you there. They pride themselves in creating durable, high-quality products, built to withstand it all—just push a Baby Jogger stroller and you’ll feel the difference.

At Baby Jogger they feel inspired and energised by creating solutions that allow you to more easily get out into the world and experience it all with your

36

family. Life is an adventure and they hope Baby Jogger makes it that much easier to live it!

Visit them and try their products at the 2020 Harrogate Nursery fair.

Stand details: Kings Suite – KS12 (next to cafeteria).

Tel: 0344 4121196 Email: babycareuk@newellco.com

nursery today

Meet the Newbies.indd 1

06/02/2020 16:37

THE

BABYSTYLE TROPHY A NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 22nd YEAR OF THE NURSERY TODAY GOLF DAY

To encourage the golfing crème de la crème of the Nursery industry, Nursery Today introduces The BabyStyle Trophy. To be a winner be a part of a day of golf and essential networking.

The team four-ball has always been closely fought and up until now each team member has received a handsome memento of a great day’s golf.

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/office for one year as proof of their participation in this wonderful sport.

MAKE A DATE IN YOUR DIARY Tuesday the 14th July, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

For full details contact Malcolm Naish on 01442 289930 or email malcolm@lemapublishing.co.uk to book your team’s place.

retail OPINION

The retail landscape Mohammed Patel, Managing Director of independent nursery retailer, Kiddies Kingdom asks the question: “Where do you see the future of nursery retailers going?”

Here Mohammend gives his own view on the current climate of the nursery trade.

T

he good thing is baby products will always remain a necessity, and consumers will still feel the need to touch and feel items.

The baby and nursery sector is a very specialist, niche and small industry. With the void Mothercare has left behind, there is no other serious household name left on the High Street.

Independent Retail Stores will carry on doing their own individual thing, however they don’t have the resource nor the expertise to take market share.

We barely have 200 independent stores across the UK, and only 5-10 of them have Above 1% Market Share. Having said this the £330 Million Mothercare UK have put back in the pot, in the short term independents will see a rise in their business, as consumers look for options to touch and feel. Specialist National Stores - The only surviving Specialist National is Mamas & Papas, who are also financially unstable. The

38

downscaling of M&P shows the struggles national businesses are having in a very competitive and tough climate. If a business does not have the right structure, and cost base, regardless of their strategy or proposition, they will not be able to sustain. The question also arises, will this retailer be the next to go in 12 months?

Non Specialist Nationals – (Amazon, Argos, John Lewis, Smyth Toys, etc.) In the short term this is the category of retailers who will be best positioned to take most of the market share. Although they are not specialist, their visibility and brand awareness will mean that consumers may turn to them online and in the High Street.

Baby Shows – In recent years baby shows have been a popular channel, where consumers have had an opportunity to touch and feel items and speak to brands directly themselves. These are usually weekend events approx. 10 times a year and can not replace the physical

presence of a store, however I can imagine an increase in footfall as consumers look for opportunities to touch and feel products.

Online – There was a time when consumers used to only shop offline.

There was no Internet. As the internet started to influence consumer behaviour, we have seen a transitionary period where consumers would come in to store for demonstrations and also make their decisions in store, but end up buying online. We are now living in an era where through the use of tools such as forums, videos, social media, reviews etc consumers are now making decisions online and buying online too, all in the comfort of their own home. This has no doubt been one of the biggest competitors of the high street, and decrease in footfall.

This shift in behaviour has formed a group of semi national online retailers, who may not be household

In recent years baby shows have been a popular channel, where consumers have had an opportunity to touch and feel items and speak to brands directly themselves.

These are usually weekend events approx. 10 times a year and can not replace the physical presence of a store.

names just yet, but has allowed them to compete with national chains on the same platform, and increase their market share. Conclusively, once the Mothercare operation in the UK becomes completely obsolete, consumers will have little option but to move their business to any of the above channels. Business will be distributed amongst both Independents and Nationals, however I believe this will be a temporary move. Now more than ever before the market is hungry for a futuristic retailer who can fill the void Mothercare has left behind. If a retailer like this emerges they will have an open road to be the go to point for baby shopping. They must know the industry well, be innovative in adapting to ever changing consumer behaviour, understand both the requirements of the High Street and online and continue to remain a baby and nursery specialist.

nursery today

Retail opinion.indd 3

06/02/2020 16:38

Extension to your Sales team

Demonstrators at Baby Shows

Retailer Events

Quality Sales people with years of Nursery experience… …only when you need them.

Find out more & contact us:

BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets?

We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines.

CHINA NURSERY CHINA

POLAND BRANŻA DZIECIĘCA

E N G L A N D N U R S E R Y T O D AY

RU S S I A PA R E N T S ’ C H O I C E

GERMANY BABY & JUNIOR

S PA I N P U E R I C U LT U R A M A R K E T

NETHERLANDS BABYWERELD

SWEDEN LEK & BABYREVYN

N O R WAY B A B Y, H O B B Y & L E K E T ØY

B C M I Pre si de nt Ta nja K ra e me r t el. : + 4 9 ( 0 ) 9 5 1 8 6 1 1 1 9 , bc m i @ ba byc a rem a g azin es.com w w w. ba byc a rem a g azin es.com

BD_reklama_BCMI_297x210_v5.indd 2

25.05.2019 20:20

www.sellingsolutionsuk.com

Store Staff Training

retail TECHNOLOGY

Why you need an Electronic Point of Sale System Time, as the saying goes is precious. No more so when you’re running a nursery retail business. This month David Fairhurst takes a closer look at what a good EPoS system can bring to your business.

L

et’s face it, we would all rather be enjoying the fruits of our labour than spending all our time checking stock, listing products on Ebay, Amazon and eCommerce websites or doing the end of period accounting. A good multichannel Electronic Point of Sale system can help with this and much more.

What is EPoS?

David Fairhurst

Head of Creative Online Marketing - Intelligent Retail

An Electronic Point of Sale system consists of a computer controlled till combined with an integrated stock control system. Modern EPoS systems manage stock across many different selling channels, so that sales across both offline and online channels go through the till and stock system. This means retailers never oversell stock or miss an order.

These so call ‘Multichannel EPoS systems’ allow retailers to trade Worldwide via multiple connected eCommerce websites, online trading platforms (such as Amazon, Ebay, Google Shopping) and via third party integrated systems.

Online Trading and EPoS

David Fairhurst Head of eCommerce, Intelligent Retail, www.intelligentretail.co.uk

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

40

In 2020, online retail is the real growth area for any retail business. Trading online with an eCommerce website or via other online selling channels like Ebay or Amazon give a nursery retailer the ability to massively expand the physical selling radius that a physical ‘bricks and mortar’ store can reach, even allowing the retailer to sell Worldwide if that is required.

Employing an EPOS system allows small independent retailers to compete with multi-national retailers on a global level. Combine with the multichannel selling aspect of online stores and channels such as Ebay and

the retailer can enjoy 24/7 selling online to a Worldwide audience.

This globalisation of retail is fantastic from a retailer’s standpoint as it re-defines potential turnover of any business, however is impossible without a fully functioning multichannel EPoS system.

Held Back by Manual Systems

Manual tills and stock control systems really do hold back the potential to push your nursery retail business forward.

Whilst it’s possible to manage multiple online and offline selling channels manually, the physical overheads in time and effort make this a non-starter in 2020.

Without integrated stock control and a good EPoS system, you are faced with multiple stock control systems, multiple ways to list products and massive amounts of task duplication. Duplication of tasks wastes massive amounts of time, which is why integrated stock control and a single interface to all the products you sell, wherever you sell them makes so much sense.

A good multichannel EPoS system will allow you to abandon all the admin systems employed by online trading platforms and eCommerce websites so that control of all stock updates and sales come through the stock control system within the shop till. This gives one point of contact for all stock and sales, saving the retailer time and money.

Accounting and EPoS

It’s one of those tasks which fill all retailers with dread. End of period accounting can literally keep you up at night, especially if you still keep manual, spreadsheet based records!

Accounting software packages such as Sage Line 50 and Quickbooks have revolutionised accounting for small businesses over the past couple of decades, allowing fast and accurate summing up of turnover and revenue, payroll accounts and VAT declarations. With a good EPoS system you can save even more time by integrating your accounting software package with your EPoS system.

With this integration, all the transactions that happen in your physical ‘bricks and mortar’ store, your online stores and selling channels are fed through to your accounting software from the integrated stock control system. This means retailers need the very minimum effort to do end of period accounting, saving massive amounts of time and stress.

What about MultiSite Retailers?

Multi-Site retailers have traditionally had big problems when employing manual tills which aren’t backed up with an integrated stock control system.

Sharing stock between different retail sites without an integrated stock control system means that stock levels for each item cannot be properly tracked or maintained, a real issue where stock levels on many thousands of different products need to be tracked manually.

EPoS systems which are based around a centralised stock control system allow retailers to check stock instantly across multiple sites in a retail chain, allowing products to be sold even when they are not physically present in a particular site. Also, because stock is ‘virtually centralised’ by the EPoS and stock control system, accounting for products becomes much easier for a group of retail stores in different locations, so no need to do

nursery today

Intelligent Retail.indd 3

06/02/2020 16:42

online tools such as Google’s Analytics website tracking software, equestrian retailers can even determine which type of online or offline marketing will result in sales of a particular product range on an eCommerce enabled website. This sort of deep analysis is impossible to achieve without the solid data supplied by a EPoS and Stock Control systems.

Reward Schemes and Wish Lists Of course ‘going electronic’ has big benefits in the ways that you can enrich customer experience. Customer reward schemes, where the retailer offers a discount to a loyal customer become very difficult to administer without solid historical data on customer spend. A good EPoS system give the ability to track customer loyalty over time and can give the ability for the retailer to easily reward those customers who display loyalty.

Gift and wish lists, where customers can set out lists of items that they wish to receive as gifts or purchase in the future can be tracked manually in a spreadsheet, but do you really want to administer this for multiple accounts?

Much better to let the customer administer their own gift and wish lists and let the EPoS system take care of the details across multiple stores and online selling channels!

Image source, Pexels.com

costly and lengthy shut downs for stock takes over multiple locations.

Supplier Integration

A good EPoS system can offer equestrian retailers much more than just enhanced till functionality and multichannel support. One of the key benefits of centralised stock control is the ability to integrate with wholesale and bulk suppliers.

Supplier integration is especially good for equestrian retailers who run eCommerce websites or trade on Ebay and Amazon because of the number of lines held in store is usually

high. Manually adding stock to a store can be a very lengthy, time consuming process which supplier integration completely negates.

Reporting and Information

One of the big problems when running a business without stock control system is the inability to make data informed business decisions.

Retailers may have an idea about which products may be the best-selling lines or which products bring the most profit, but that is all

conjecture without solid data.

EPoS systems allow critical business analysis to be performed on data that goes through the shop till and stock control system so that intelligent decisions can be taken on future stock purchases, sales channel usage and even marketing methods employed.

With use of data from past sales held in an EPoS system, retailers can instantly identify weak supply chains, find out which selling channel is working best and even find out which product is selling in each area of a multi-site retail business.

Combining sales channel data with

%HOWRQ

'LVWLQFWLYH 0RGHUQ /X[XU\ ;OL )LS[VU YHUNL OHZ HU PUUV]H[P]L JV[ [VW JOHUNLY [OH[ PZ [OL WLYMLJ[ JOHUNPUN ZVS\[PVU [V HJJVTWHU` [OL JV[ ILK HUK JOLZ[ VM KYH^LYZ ;OPZ ]LYZH[PSL JOHUNPUN [VW JHU IL [YHUZMLYYLK IL[^LLU IV[O P[LTZ [V WYV]PKL H JVU]LUPLU[ JOHUNPUN SVJH[PVU MVY `V\Y SP[[SL VUL +LZPNULK ZWLJPÄJHSS` MVY [OL )LS[VU YHUNL [OL JOHUNPUN [VW WLYMLJ[S` Ä[Z HJYVZZ [OL )LS[VU JV[ ILK HUK JHU IL ZLJ\YLK \ZPUN OHUK` ZLJ\YPUN Z[YHWZ >OLU UV[ PU \ZL [OL JOHUNPUN [VW JHU IL Z[VYLK H^H` VY HS[LYUH[P]LS` JHU IL WSHJLK VU [VW VM [OL )LS[VU JOLZ[ VM KYH^LYZ JVU]LY[PUN [OLT MYVT H ÅH[ [VWWLK JOLZ[ PU [V H WYHJ[PJHS JOHUNPUN \UP[

1XUVHU\ 7RGD\ -DQ %HOWRQ +DOI3DJH LQGG

<HDU

*XDUDQWHH

5HJLVWHU RQOLQH

[[[ SFEF]XVEHI GS YO

nursery today Intelligent Retail.indd 4

41

06/02/2020 16:42

social media ROSS HEWITT

Lights, camera, action!

Video Marketing; Do It, But Don’t Just Do It!

T

an ag in g R os s H ew itt, M ie an d tP D irec to r of S ec re ia l M ed ia ’.

S oc auth or of ‘S avvy ital m arketin g ig R os s be gan hi s d h ad hi s fi rst d an 8 ca reer in 19 9 rsery in dustry fo ra y into th e nu ketin g & as H ea d of M ar C ro ss in S ilver E co m mer ce fo r S ec ret Pie in 2 0 0 8 . H e set up en he lp in g 2 0 10 an d h as be d lo ve d an cl ients get foun d ce . si on line ever n o. uk w w w.sec retp ie .c uk .c o. | R os s@ secretp ie 7 | 0 19 0 4 4 10 0 2 ie ret_ P | Tw itter: @ S ec

42

hrough thousands of years of history there has always been the presence of three core building blocks for artistic artistic expression. Two of the three are all around us in the world of marketing; namely the Visual and the Conceptual.

Websites, for example, employ both very well. They create the Visual through images and stylesheets (fonts, colours, etc.) and the Conceptual through the titles and page copy.

Poetry, literature, painting and sculpture also share these aesthetics and they seem to be well established and tried and tested as far as human communication goes!

Video, however, wears the crown as it uses Visual and Conceptual but also adds the third aesthetic…Aural. The three elements combined are greater than the sum of the parts.

As a species, we generally gravitate towards content or entertainment that has the most aesthetic elements. More people read magazines than books. More people watch television than read.

In 1996 when the internet was still in nappies in the UK, over 24.3 million people watched the last Christmas episode of Only Fools & Horses while the best-selling book that entire year sold under 300,000 copies!

This inherent desire for Visual, Conceptual and Aural drives the evolution of technology. Every piece of interactive technology we create soon evolves to have a way to display television or films.

We needed to have DVD players in laptops and Blue Ray players in PlayStations. Even televisions now need to be ‘Smart’ so we can watch more than just television!

Mobile phones and tablets and social media platforms are now almost exclusively dependant on the consumption of video. You can’t ignore these trends in technology, visitor data and online behaviour.

If you are not creating video content already then there is a danger that you will soon be very much left behind as it is not the thing that distinguishes a few leaders from the crowd anymore. It is becoming the thing that separates the stragglers from the mainstream.

So, let’s just make a video, yeah?

Erm, no. The most important step is not to just dive in, and do not lump video in with other content you produce…it is NOT an interchangeable format to text and images.

Video is an integration of many elements that needs to demand attention from your audience, and it is a form and a media type. People consume video very differently to other online content. Reading, for example, is very active and generally works in this order Perception, Appraisal, Evaluation, Emotional Response.

Video is more passive. You press play and expect to be shown something, rather than searching through content & finding meaning, so video offers more immediate comprehension. One second of video vastly outnumbers the amount of information that can be read in 10 seconds. The emotional response comes much quicker with video than it does in text or images, and it usually happens before the mind goes through the traditional order of Appraisal and Evaluation.

Let me try to explain it better. If you were reading about a cute baby then it would take a couple of seconds to perceive that you are reading about a baby, and within 10 to 20 seconds you would begin to gain an appraisal that the baby is cute. After a further 10 seconds you might begin to evaluate that you like cute babies and the eventual emotional response that follows is likely to be ‘Awwww’.

With video, you will instantly see a cute baby and the instant emotional

response of ‘Awwww’ occurs.

Appraisal and Evaluation happens after this.

The important point here is that video lets you create an emotional impact much quicker than other media.

The downside is that it can also lose agnostic people much quicker too if it is not instantly engaging. Hit hard and fast with something that elicits an emotional response and they will stay and watch. Piddle about too much with logos and scene setting and they might not stick around to see the best bits.

Videos need to be planned and they only need to be created if the need to communicate via video exists. Bad phrases to hear in the office or store are “We need to do a video”, “What can we do a video about?” and, worst of all, “Let’s make a video”!!

Video is a combination of imagery, words and sound that works towards a unified goal and only works effectively when these elements are symbiotic.

Video is not the solution for every type of content and trying to ‘convert’ existing content into a video does not usually work well either.

A good question to ask is ‘Does this idea lose something if it is just text and images?’. Good video marketing revolves around using video when and where it is needed to fill real content gaps.

Bad video marketing is done to fill form gaps…i.e. “We have no videos so let’s make some!”

So, to try and sum up, I guess I am saying that you need to do video marketing…but you shouldn’t just do video marketing.

Umm…so that’s cleared that up then!!!

nursery today

RossHewitt.indd 3

06/02/2020 16:43

Image source: pexels.com

y l d n e i r F o Ec

new!

Build an ethical regime with Organic Babies Choose to use sustainable skin care and nourish baby’s skin whilst preserving the environment that they grow up in.

Made with certified organic ingredients, Organic Babies’ eczema-friendly products nurture infant skin with extracts from nature.

Ethical skin care sets from Organic Babies:

Organic Babies - Newborn Collection: • A complete compendium of infant skin care that’s made with goodness you can trust • Made with fairly traded, organic ingredients which support the skin barrier Organic Babies - Silent Nigh: • A duo of organic lavender ingredients to calm the skin and promote peaceful sleep • Multi-purpose products simplify infant skincare regimes and deliver goodness from head to toe Tel: 01403 740358 Web: www.greenpeople.co.uk

Sleep tight baby Purflo, the original baby safe sleep brand is launching ‘The Sleep Tight Baby Bed’ made with environmentally friendly and renewable materials.

This revolutionary product provides baby a safe space to rest and sleep, all day and night. Tested to the most rigorous safety standards, it is the first of its kind to be certified for unsupervised and overnight sleep from birth - eliminating concerns raised by traditional nests and sleep positioners.

The main structure of the bed is made with Dupont Sorona – a patented technology made from 37% plant based ingredients and is one of the first 11 products available that is certified by the USDA (United States Department of Agriculture). The Sleep Tight Baby Bed will be available for purchase Spring 2020.

Email: leah@whleurope.com/natasha@whleurope/com Web: www.purflo.com

ITSY Feeding saves time and the planet!

ITSY create clever products for parents everywhere. Offering parents ‘Feeding Freedom’ with smart solutions to those everyday feeding challenges – no matter where the adventure!

The unique portable blender ITSY BLITZ gives parents complete control as to what their children eat wherever they are with no wasted glass jars, metal lids or sachets! Imagine saving 30x glass jars or sachets every month!

With a substantial marketing plan and budget for 2020 involving Annabel Karmel - celebrity baby nutrition/cooking expert ITSY launches this month. Furthermore the range is set to grow later this year too.

Chris Grunwell, Founder told us: “The ITSY range is

already selling really well through limited channels and we are now ready to expand into Nursery Independents offering a unique, quality product that will bring new business and strong margins to our new retailers.”

To discuss the ITSY Range contact Paul Sirett at SELLING SOLUTIONS. Tel: 07810 541 149 Email: paul.sirett@gmail.com Web: www.sellingsolutionsuk.com

nursery today

New Products.indd 1

43

06/02/2020 16:44

Sponsored by

new!

Perfect companion for baby

A twist on the traditional Nattou collections, these stylish silicone teethers with a wooden element are the perfect, easy to grab companion for baby.

These colourful, sensory teethers are designed to develop your little ones senses whilst helping relieve the pain of those first teeth poking through. With lots of different textures, materials, colours and shapes, there’s lots to keep baby entertained whilst chomping.

This is a teether every parent needs in their life.

Web: www.hippychick.com

Bathing bliss Shnuggle launch all new folding bath stand

Snuggle pride themselves on being innovators in the bath time category and also on their exceptional consumer further their developto board on relations, constantly taking comments and feedback . ment of both new and existing products that brings The new Folding Bath Stand sees a new look and colourway to the stand have had a who mothers y baby bathing to waist height – perfect for new parents especiall and fold to easier now is grey e signatur e’s section delivery. The new stand in Shnuggl . takes less time to assemble standards As with all Shnuggle products, the new stand adheres to the latest safety and is available to order now.

Safely sterilised Introducing Munchkin’s new mini UV portable steriliser.

Compact, portable, fast working, and super simple to use the Mini UV Portable Steriliser can be easily thrown into nappy changing bags or fastened onto bag straps or buggies so it’s always to hand when needed, perfect for quick sterilising jobs to ensure your baby’s health and safety.

No chemicals, heat, or water is needed, it uses the latest UV light technology, which is a proven method of killing bacteria in hospitals, from operating rooms to surgical equipment.

The Mini Sterilisers 4 gold-plated UV LED light technology kills 99.99% of germs including Staph, E. coli, Salmonella, Kleb and flu viruses, and reduces odour causing bacteria in just 59 seconds.

The Mini Steriliser is USB chargeable and also takes AA batteries to make sure you’re never caught out!

Web: www.munchkin.com

Email: michael@shnuggle.co.uk Web: www.shnuggle.com

44

nursery today

New Products.indd 2

The brand that parents trust www.clippasafe.co.uk 06/02/2020 16:46

new!

Sponsored by

Safe recline

Nuna launches the NEW lie-flat ARRA car ofseat the

Nuna has just launched the ARRA – their new reclining car seat and one few lie-flat car seats on the market.

Rearward facing from birth, ARRA converts easily to a flat reclining seat with a 157° angle – the most ergonomic position for your baby. Babies should lie flat as often as possible to promote a healthy spine and improved oxygen levels – ARRA combines the safety of a car seat with the comfort of their own cot.

Both i-Size approved and equipped with a multi-height headrest alongside a removable fully body insert – ARRA is designed with all the little details in mind to ensure little ones are protected at all times.

Designed to make life easier for parents – it’s fitted with a no-rethread harness and in just one simple click it can be transferred from a vehicle to a pushchair.

The ARRA pairs perfectly with all Nuna pushchairs and is available in Charcoal.

Web: www.nunababy.com

Perfect for every little ‘Goldilocks’ Not too hard and not too soft – Little Chick London’s new Toddler Pillows offer the perfect level of comfort and support for children transitioning from a cot to a bed.

Babies shouldn’t sleep on adult sized pillows which are too big and soft for little, developing necks and heads. The Little Chick London pillows come in a classic rectangular shape, or for more fun a gorgeous star shape, each with their own pretty cotton jersey cover. The cover of the classic shaped pillow is machine washable; and both pillows are filled with breathable, anti-allergy hollowfibre and are fully washable. Just like baby bear, toddlers can now have a pillow that is ‘just right’ promising a restful night’s sleep for little ‘Goldilocks’ everywhere.

For more information, contact Rachelle Harel on the below email address.

Email: hello@littlechick.london Web: www.littlechick.london

Time to spin

Joie’s first i-Size and Plus Tested spinning seat.

Introducing i-Spin Safe, Joie’s safest ever spinning seat - twice tested and proven with both i-Size and Swedish Plus Test certification. The Plus Test is the toughest crash test in the world combining high travel speeds with rapid deceleration, to create the greatest g-forces of any car seat test. With two prestigious safety certifications, plus all the safety technology from Joie’s award winning i-Spin 360, i-Spin Safe has been designed for optimal security. Features include rearward only usage, side impact Guard Surround Safety panels which auto-engage, multi position Tri-Protect headrest with a Top Shield and Intelli-Fit memory foam, and an integrated ISOFIX base which offers 6 on-the-go recline positions. The one-hand swivel activators located on each side of the seat allow parents to spin their little one 90º towards them during buckle-up, and back again to a safely rearward ride all the way up to 105cm - 18.5 kg (approx. 4 years).

Tel: 01889 808 900 Email: uksales@joiebaby.com

The brand that parents trust www.clippasafe.co.uk New Products.indd 3

nursery today

45

06/02/2020 16:46

BPA notice board Association decries the lack of accident data for babies and young children

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

www.thebpa.eu

46

We know that too many children are seriously injured or die because of accidents every year, however, it is impossible to know exact figures as there is currently no authority or organisation in the UK (and we believe Europe) making accurate records and collating information regarding such incidents.

The Office for National Statistics currently records mortality but there are no recorded statistics which show the actual cause of accidents where injury has occurred.

For organisations concerned with product safety, such as the Baby Products Association and the British Standards Institute, this lack of accurate information poses difficulties when trying to accurately assess risk from the use of particular products and in addressing the essential safety requirements for safety standards.

If an incident occurs with regard to a specific product, then the manufacturer is generally informed of that incident and may be able to make modifications or give better advice to consumers in the use of their product, however, other manufacturers will be unaware of what could be a commonly occurring problem.

According to the Child Accident Prevention Trust (CAPT), there is a range of data available online giving a picture of the serious issue of accidental injury to children and young people (for example, Public Health Observatories, Office for National Statistics, Hospital Episode Statistics), but this data is taken from mixed sources (for example, some information covers children and young people up to the age of 15, whilst others include young people to the age of 19) and is lacking in informative detail.

Hospital admissions probably give a better picture of

the number of children having accidents however this data includes all injuries – both intentional and accidental, doesn’t go into detail; and includes children and young people from 0-17 years.

According to RoSPA, accidental injuries are the most common cause of death in children over one year and thousands are permanently disabled or disfigured. On average 62 children under the age of five die as the result of an accident and over 30,000 under-fives are admitted for treatment. Those most at risk from a home accident are the 0-4 years age group with falls accounting for most non-fatal accidents.

With so many young children reported as having serious accidents every year, the Baby Products Association recognises the importance of this data and has repeatedly requested that the European Commission and the UK Government introduces a mechanism to accurately record them so that clearer patterns emerge.

Accurate accident information could raise significant issues in products used with young children and in the home environment in general and this type of data could be used by the industry to improve products, set more accurate safety standards and understand how to better communicate safety messages to end users.

Increase sales in China This year will be the 20th Children-Baby-Maternity Expo (CBME) and Baby Products Association’s UK Pavilion is now firmly established feature of the show. Taking place from 15th to 17th July 2020 at the NECC, Shanghai, China, CBME is one of the largest baby trade shows in the world with almost 3,500 exhibitors covering 290,000 square metres and attracting more than 108,000 trade buyers.

The Chinese market is recognised by the Department of International Trade (DIT) as a high growth emerging market and offers TAP grants to encourage businesses to exhibit at this show and discover new opportunities. In fact, China’s

middle-class population is the largest in the world (109 million) and by 2022 76% of China’s urban population will be considered middle class – this proportion was only 4% in 2000.

In 2016, the average household income in China had grown by 6.7% and 10.7% of the average household income was spent on children.

Simon Anslow, who organises the UK Pavilion at CBME Shanghai on behalf of the Baby Products Association, comments: “Every year we are astounded by the level of footfall at this show – it is incomparable with any other international trade show – and all of the Association members participating are literally run off their feet for the entire duration dealing with enquiries and taking orders.

China without doubt provides one of the biggest exporting opportunities there is – the evidence of this is clear to see for anyone attending.”

More information about the UK Pavilion at CBME Shanghai and booking forms will be available shorty, but to register your interest, contact Simon on 01902 882280 or email: simon@harrogatefair.com

nursery today

BPA Notice Board.indd 1

06/02/2020 16:47

Buyersdirectory Coordinatedâ&#x20AC;&#x2C6;Bedding

Textiles

Ä?Â&#x201C;L>Ă&#x192;Ă&#x192;>`Â&#x153;Ă&#x20AC; /iĂ?Ă&#x152;Â&#x2C6;Â?iĂ&#x192; >Ă&#x20AC;i > Â&#x201C;>Â?Â&#x153;Ă&#x20AC; Ă&#x192;Ă&#x2022;ÂŤÂŤÂ?Â&#x2C6;iĂ&#x20AC; Ă&#x152;Â&#x153; Ă&#x152;Â&#x2026;i Â&#x2DC;Ă&#x2022;Ă&#x20AC;Ă&#x192;iĂ&#x20AC;Ă&#x17E; Â&#x201C;>Â&#x2DC;Ă&#x2022;v>VĂ&#x152;Ă&#x2022;Ă&#x20AC;Â&#x2C6;Â&#x2DC;} Â&#x2C6;Â&#x2DC;`Ă&#x2022;Ă&#x192;Ă&#x152;Ă&#x20AC;Ă&#x17E;° 7i Ă&#x192;Ă&#x152;Â&#x153;VÂ&#x17D; >Â&#x2DC; iĂ?Ă&#x152;iÂ&#x2DC;Ă&#x192;Â&#x2C6;Ă&#x203A;i Ă&#x20AC;>Â&#x2DC;}i Â&#x153;v Ă&#x152;Â&#x153;ÂŤ ÂľĂ&#x2022;>Â?Â&#x2C6;Ă&#x152;Ă&#x17E; L>LĂ&#x17E;Â&#x2021;V>Ă&#x20AC;i v>LĂ&#x20AC;Â&#x2C6;VĂ&#x192; Â&#x2C6;Â&#x2DC; ÂŤÂ&#x153;ÂŤĂ&#x2022;Â?>Ă&#x20AC; ÂŤ>Ă&#x192;Ă&#x152;iÂ? VÂ&#x153;Â?Â&#x153;Ă&#x2022;Ă&#x20AC;Ă&#x192;\ Â&#x2021; U U U

-Â&#x153;vĂ&#x152; E Ă&#x2022;``Â?Ă&#x17E; Â&#x2021; 6iÂ?LÂ&#x153;>] >Â&#x2DC;` Â&#x2C6;Â&#x201C;ÂŤÂ?i

Â&#x153;Ă&#x152;Ă&#x152;Â&#x153;Â&#x2DC; 7>vyi >Â&#x2DC;` Â&#x153;Ă&#x152;Ă&#x152;Â&#x153;Â&#x2DC; Â&#x2DC;Ă&#x152;iĂ&#x20AC;Â?Â&#x153;VÂ&#x17D; Â&#x153;Â&#x2C6;Ă&#x192;Ă&#x152;Ă&#x2022;Ă&#x20AC;i Ć&#x201A;LĂ&#x192;Â&#x153;Ă&#x20AC;LÂ&#x2C6;Â&#x2DC;} q >Â&#x201C;LÂ&#x153;Â&#x153; /Â&#x153;Ă&#x153;iÂ?Â?Â&#x2C6;Â&#x2DC;} >Â&#x2DC;` 7Â&#x153;Ă&#x203A;iÂ&#x2DC; /Â&#x153;Ă&#x153;iÂ?Â?Â&#x2C6;Â&#x2DC;} Â&#x2C6;}Â&#x2026;Ă&#x152;Ă&#x153;iÂ&#x2C6;}Â&#x2026;Ă&#x152; q *Â&#x153;Â?Ă&#x17E;VÂ&#x153;Ă&#x152;Ă&#x152;Â&#x153;Â&#x2DC; 7>Ă&#x20AC;Â&#x201C; E 6iĂ&#x20AC;Ă&#x192;>Ă&#x152;Â&#x2C6;Â?i q Ć&#x201A;Â&#x2DC;Ă&#x152;Â&#x2C6;Â&#x2021;ÂŤÂ&#x2C6;Â? Â?iiVi

U U

"Ă&#x2022;Ă&#x20AC; >Â&#x2DC;Ă&#x152;Â&#x2C6;Â&#x2021;ÂŤÂ&#x2C6;Â? yiiVi Ă&#x20AC;>Â&#x2DC;}i Â&#x2026;>Ă&#x192; Â&#x153;Ă&#x203A;iĂ&#x20AC; xä VÂ&#x153;Â?Â&#x153;Ă&#x2022;Ă&#x20AC;Ă&#x192; Â&#x2C6;Â&#x2DC; ÂŤ>Ă&#x192;Ă&#x152;iÂ?Ă&#x192; >Â&#x2DC;` LĂ&#x20AC;Â&#x2C6;}Â&#x2026;Ă&#x152;Ă&#x192;° 7i V>Â&#x2DC; Â&#x201C;>Â&#x17D;i Ă&#x152;Â&#x153; Â&#x153;Ă&#x20AC;`iĂ&#x20AC; Â?iiVi Â?>Â&#x2DC;Â&#x17D;iĂ&#x152;Ă&#x192; Â&#x2C6;Â&#x2DC; Â&#x153;Ă&#x152;] *Ă&#x20AC;>Â&#x201C; E *Â&#x2C6;VÂ&#x2DC;Â&#x2C6;V >Ă&#x192;Â&#x17D;iĂ&#x152; Ă&#x192;Â&#x2C6;âi ­Â&#x201C;Â&#x2C6;Â&#x2DC;Â&#x2C6;Â&#x201C;Ă&#x2022;Â&#x201C;Ă&#x192; >ÂŤÂŤÂ?Ă&#x17E;Ž°

9LHZ WKH IXOO UDQJH DW ZZZ DPEDVVDGRU WH[WLOHV FR XN RU FRQWDFW RXU H[SHULHQFHG KHOSIXO VDOHV WHDP RQ RU DW LQIR#DPEDVVDGRU WH[WLOHV FR XN

Wholesale

Reserve this advertisement space now in the UKâ&#x20AC;&#x2122;s only monthly nursery trade magazine, features as follows: March 2020 â&#x20AC;&#x201C; copy deadline Editorial â&#x20AC;&#x201C; 24th February Toddler Bath Creative â&#x20AC;&#x201C; 21st February Features and show previews as follows: FEBRUARY 2020 ISSUE 5 VOLUME 23

Wheeled Goods & Accessories Wooden Toys Safety Products/Home Safety/ Stairgates Safety Testing Wholesale / Meet The PRâ&#x20AC;&#x2122;s Harrogate Nursery Fair preview Call Christine on 01442 289936 christine@lemapublishing.co.uk

Here for baby, every splash of the way.

Introducing the

(PSùHULQJ 3DUHQWV UPHILL

SUPPORT

CYBEX-ONLINE.COM/E-PRIAM Contact EMEA-UKContact@columbustp.com or your local Sales Representative for more information.