Nursery Today February 2021

Lynx

New Bugaboo The essential all terrain pushchair

Peaceful development, natural style.

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Find out more at tinylove.com

contents p14 Cover Story Bugaboo

Contributors 36 Barking Mad

Re g ul a r s 6 10 23 38 42

FEBRUARY 2021 ISSUE 5 VOLUME 24

Pramland’s John Barker is taking a positive view of 2020 and selects his awards…

39 FanFinders

News le Retailer Profi p Talking Sho pshot Supplier Sna ducts ro The Baby P Association

FanFinders’ CCO Adam Gillett gives the lowdown on how brands in the baby sector can set about solving the inverse relationship between scale and cost when marketing to consumers.

Cover Story 14 Bugaboo

the team Editor

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Buggaboo pioneered a pushchair revolution in 1999 and they’ve continued to set high standards in the industry with their latest announcement of the launch of their newest arrival - the Bugaboo Lynx.

Penny Franks penny@lemapublishing.co.uk

Interview

Ad Manager

20 Mama Bamboo’s CEO, Laura Crawford.

Christine Contreras christine@lemapublishing.co.uk

Features

Ad Manager Simon Davis simon@lemapublishing.co.uk

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

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16 Nappies & Changing 26 Bathtime & Accessories 38 Eco Friendly Products

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman

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Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

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

www.nurserytoday.co.uk

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

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elcome to the February issue. taking its toll on general well-being and for Although Lockdown 3 is still in some has had an impact on household place, it does feel as though finances due to furlough, I have to say that this there is finally light on the time round I would rather we all continue to horizon, and at the time of writing, it has been be vigilant to ensure this is the final time the suggested that schools could re-open in March UK finds itself in the position of having to enter with non-essential stores hopefully also beng a National Lockdown, but as stated, alas there able to re-open their doors once more. is no actual guarantee at this time of this not It does feel that this time round everything being a possiblity. is heading in the right direction, With the above in mind, let’s although Boris Johnson has also The Nappy hope that as an industry stated that he will move with Alliance have upcoming news will also be caution before lifting many of focussed on events and we can been hard at all congregate at Harrogate our current restrictions and it looks highly unlikely that we will work recently (safely of course) in May - it’s resume with the Tier System becoming more evident that as lobbying previously put into place and an industry we really are missing revert to looking at the nation as government to attending exhibitions, meeting a whole. up with like-minded people and address The Government are currently of course experiencing the examining cases, hospitalisations, disposable wonders of product impact of vaccines and other data nappies and demonstrations by companies with Boris Johnson making an exhibiting. single use announcement on 22 February This month I would like to which should set out his plans congratulate Independent plastics. with a roadmap for recovery.

Retailer Baby Birds, who are Lockdown 3 has been hard on everyone, currently celebrating their 28th anniversary. Part not only with regard to business, but also of their celebrations is their partnership with ecoligi, with an aim of building their very own company forest. It’s great to see this independent retailer taking a look at their carbon footprint and wishing to offset not only Baby Bird’s business carbon emissions but also their team members! Their vision is to have planted 3,000 trees by the time Baby Birds turns 30. If you are interested in following in their carbon footsteps, why not visit the ecogoli website to find out how you can also be part of this scheme at www.ecologi.com Whilst on the subject of the environment, this issue we also take a look at Nappies & Changing equipment. With regard to nappies, are we seeing an increase in demand for re-usable nappies or disposables that carry solid ecoI would like to congratulate credentials? The Nappy Alliance have been hard at work recently lobbying government to Independent Retailer Baby address disposable nappies and single use Birds, who are currently plastics. For example, did you know that around celebrating their 28th anni- three billion single-use nappies are thrown versary. Part of their celeaway annually in the UK, costing local authorities over £60 million per year - that brations is their partnerequates to the equivalent of seven plastic bags ship with ecoligi, with an per day per home heading to landfill sites! aim of building their very Positive steps are making headway in this

category, with Environment Minister Rebecca Pow confirming in January there will be powers in the new Environment Bill currently making its way through parliament to legislate on nappies.

This follows a statement by Lord Goldsmith in November that the Department for the Environment were looking to address pollution caused by single-use nappies.

You will have noticed that our front cover this month features Bugagoo who since pioneering their first pushchair in 1999 introduce us to their latest arrival - the Bugaboo Lynx. To find out more simply turn to page 14.

Finally, if you haven’t already, remember to sign up for our regular online news service by visiting www.nurserytoday.co.uk

Insights People launch annual survey

Looking for eco nappies or changing equipment - turn to page 16.

own company forest.

nursery today

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news

Sponsored by

Fiona-Jane Kenworthy departs CMS after 23 years

Baby Birds focussed on carbon footprint Celebrating their 28th anniversar y, Baby Birds are excited to announce their partnership with ecologi.

past 12 months Like many, independent nursery retailers Baby Birds have had a challenging with an ecologi with g partnerin by all for and are now focussed on building a better future forest. aim to build their own company their teams As of now, they are looking to offset all of their carbon emissions from both personal and professional lives by planting groves of trees. we need to be CEO Molly Francis Coleman told Nursery Today: “Now more than ever legacy is more our ensures Ecologi with hip partners Our . footprint carbon conscious of our can be children our future than just spreadsheets and market presence… we’re building a from all shipped stock have we s, emission carbon proud of. This industry has a high level of we but ble, unavoida is this of Some g. packagin of lots in it of corners of the world, most a solution to our nd fi to projects funding and trees more planting by s emission our set off can means we’re climate crisis. Each of our team members are now climate positive, which month. This is each forest company the in trees planting by offsetting their carbon footprint lives.” our of aspects all in le sustainab more being towards making are we the first step updated their on see to all for Their forest will grow every month and will be visible trees by 3,000 planted have to is target Their soon. website which is set to be launched goal so this reach to horizon the on plans big have They 30! turns the time this retailer watch this space!

JoJo Maman Bebe launch fourth Elmer clothing collection The new collection comprises nine items including a hoodie, joggers, sleepsuit, t-shirt, two dresses, cardigan, leggings set and dungarees set.

The launch has been supported by digital marketing and social media from the retailer and Elmer publisher,

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Andersen Press. Shoppers who buy two or more items will receive a complimentary copy of Elmer’s Little Library.

Sarah Liversidge, Childrenswear buyer, commented: ‘We are so excited at JoJo to have our favourite elephant, Elmer, return for our fourth JoJo Loves Elmer collection. The fresh design direction is bolder and more playful than ever whilst reflecting Elmer’s joy, colourfulness and diversity, all combined with our practical styles, great quality and JoJo sense of humour. We have really enjoyed collaborating with Andersen Press and Metrostar once again and hope our customers will enjoy the complimentary Elmer’s Little Library gifted by Andersen Press.” With Paul Black, Brand Director at Andersen Press, adding “Elmer has really found a brilliant home with JoJo Maman Bebe, and this new range shows him off in all his multi-colour glory. We’re delighted to work with the team to offer a free Elmer’s Little Library for online customers, and hope it brings many fans new and old to this new range.”

Fiona, who has worked in the nursery industry for over 23 years, having previously worked at H J Heinz in their Infant Feeding Sector has decided to take early retirement spending time both in the UK and France.

During her time at CMS, Fiona has been a popular figure at the company and within the nursery industry and during her time at the Staffordshirebased firm has helped to cement Dreamgenii as one of the leading pregnancy pillows both here in the UK and abroad, managing a successful launch recently in France. Fiona has also worked tirelessly on the Dr Brown’s brand, working with Healthcare Professionals to establish its medical efficacy as the most recommended anti-colic baby bottle in the UK helping to drive sales and brand awareness for both consumers and retailers.

Philip Champ, MD at Central Medical Supplies said: ‘Fiona has been an invaluable member of the CMS team for many years and we are really going to miss her. Her role within the company has undoubtedly helped drive our business forward, establishing us and our brands as a key player within the sector. I speak for everyone at CMS when I wish Fiona every happiness as she embarks on her new life’ Fiona adds: ‘I can’t believe I have worked in the nursery sector for quite so long as it has flown by, thanks I think to the fact that it’s such a fun and innovative sector to work in with the friendliest people. I will miss everyone, not just at CMS but the many suppliers and agencies I have worked with throughout the years both in the UK and internationally.’

Following Fiona’s departure, CMS’s marketing team will be managed by Amy Sellers who will be assisted by Jasmine Clowes.

You can contact CMS on 01538 399 541

LÍLLÉbaby Brand Acquired by Thrive International Thrive International, Inc. has announced its acquisition of the LÍLLÉbaby brand, the award-winning baby brand that designs carriers known for their excellent function and comfort.

Ian Schaffer, a 40+-year industry veteran will take over as Chief Executive Officer immediately, using his experience in the juvenile industry to expand the LÍLLÉbaby’s reach domestically and internationally, while continuing to further develop and evolve its product lines.

www.lillebaby.com

Be Part of The Baby Show Live @ Home

After The Baby Show’s successful virtual event in October 2020, The Baby Show Live @ Home returns online from 26 – 28 February with brand new features and enhanced event platform.

With one month to go there has already been an incredible uptake from some of the leading and best boutique baby brands and as the UK’s biggest virtual baby event, The Baby Show Live @ Home can now host even more exhibitors for 2021!

October welcomed over 160 brands, 80 live-streamed sessions and on-demand topical videos from an unrivalled line up of parenting and baby experts plus competitions and fantastic exclusive offers were showcased to 20,000+ attendees who joined the three-day event for everything baby.

Friday opens The Baby Show Shop’s virtual doors, buying guides and top product picks. Attendees can create wish-lists, bookmark your favourite brands plus talk directly via live chat, 1-2-1 appointments or through our ‘Ask Our Exhibitor’s’ area. Plus, to help support the smaller boutiques, Shop Small has been introduced as separate zone.

Saturday and Sunday brings a packed programme of live-streamed talks, panel discussions, Q&A’s, celebrity interviews via Baby Show TV where visitors can log in via their Access All Areas pass, sit back and get their q’s answered live on air.

Contact Reece Ivey via email on Reece.Ivey@ clarionevents.c om to part of the UK’s leading baby shows and let the event help you reach new and expectant parents with information and products they need to support them on their parenting journey.

www.thebabyshow.co.uk

Toynamics make new appointments Toynamics UK & Ireland have appointed Emma Damerell as the Head of Marketing and Amy Sweetman as National Account Manager to support what is set to be the biggest year yet for Toynamics.

Emma brings with her experience with a major fashion retailer as well as previously working with a UK Toy distributor. She will be spearheading the marketing strategy across all of Toynamics portfolio.

Amy has previously worked with Tomy and will be focused on growing and developing Toynamics portfolio of national accounts.

David Allan, MD says “I am delighted to welcome both Emma and Amy to the Toynamics team. In line with our growth plans to both support our brands with targeted Marketing and in driving New Business for Toynamics’ in UK and Ireland.”

Emma can be contacted at: emma.damerell@toynamics.co.uk Amy can be contacted at: amy.sweetman@toynamics.co.uk

big dreams for little people

View the full range at

www.icklebubba.com

contact@icklebubba.com

Dursley Rocking Chair & Stool nursery today

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news

Sponsored by

Platinum service Parents with a Golden Touch seat with integrated wheels, is Doona, the brand behind the world’s first infant car spring. Introducing the this way colour n -editio thrilled to be launching a limited e to the start of parenthood GOLD Doona Car Seat, sure to add a touch of sparkl this season.

Seat, Marc Kelly, Commenting on the Limited-Edition Gold Doona Car launching the Gold be to d thrille are “We said: leCo Cudd at Managing Director choice for new parents ar popul edition of the Doona Car Seat. We know it is such a will be a success. it sure are we ts, accen already, so with the addition of the gold s a winner!” alway is es featur stylish with ct produ ial Incorporating such an essent 702 5062 0161 or .uk For sales enquiries, please contact sales@cuddleco.co

Cosatto Boost High Street in Uncertain Times People are still having babies in lockdown. It’s a challenge on many levels, not least the lack of local community support due to nursery stores being closed.

With the high street currently off limits, many people are missing that personal touch a physical store can offer. Awarding-winning nursery brand Cosatto are giving the high street a boost in lockdown with a #shoplocal initiative. Cosatto’s #shoplocal campaign is highlighting the amazing things local retailers are doing to bring the high street to the consumer in these challenging times.

From personal online appointments to interest-free payment plans and safe direct-to-door service, it’s about bringing that connection home.

“Your friendly local Cosatto retailer offers a real personal touch and a ton of expertise and experience.” – Rebecca Carson, Cosatto Associate Sales Director.

“Lockdown has highlighted the importance of our local community. By spending locally, you are boosting the high street in these challenging times.”

Find out more about how Cosatto are celebrating the possibilities local retailers can offer.

www.cosatto.com/pages/stockists

Frugi Appoints New Chief Executive Officer The Board at True and staff of Frugi, one of the leading ethical & sustainable children’s wear brands, are pleased to announce the appointment of Sarah Clark as CEO. Replacing Hugo Adams, Sarah will be relocating to work at the Frugi Headquarters in Helston, Cornwall, to officially start on 1st March 2021.

“The business has ambitious plans and with Sarah at the helm, we are confident that the business will go from strength to strength,” says Julia Reynolds, Chair of Frugi.

www.welovefrugi.com

Silver Cross and Micralite have won the Feefo Platinum Trusted Service award, an independent seal of excellence that recognises businesses for delivering exceptional experiences, as rated by real customers.

Riccardo Baldoni, Head of IT & Customer Experience at Silver Cross and Micralite, says: “We’re delighted to receive this award from Feefo because it’s based on the feedback of our customers, who are the most important judges of all. As this award is recognition of us achieving the Gold standard of service for three consecutive years, it confirms our consistent approach to always providing our customers with the very best experience.

Our Customer Service Team have performed incredibly over the last three years and especially through lockdown. Through very difficult circumstances they have upheld our brand values and service levels and this achievement truly is testament to hard work, patience and understanding.”

www.silvercrossbaby.com www.micralite.com

CYBEX launch Digital Training Academy CYBEX has announced an exciting offering for retailers, with the launch of its brand-new digital training academy.

At a time in the UK and Ireland where retailers have been forced to readjust, and make changes to their operations, the online interactive portal provides a virtual way to view the latest CYBEX product information at the touch of a button.

Retail staff will be confident in the knowledge that they can access information through an easy to use app - anytime, anywhere.

Featuring interactive videos, demonstrations and all the key information that retailers require when engaging with their customers, the app will be regularly updated with any changes to products, new legislation, messages and product launches.

Sales staff can even log in when they are carrying out a demo to check key product information.

Luke Burns, UK GM at CYBEX says: “We are delighted to have launched the CYBEX digital training academy. The app allows us to offer the best experience to retailers and in turn, our customers. We are always looking at ways to enhance customer experience and immerse our audience in the CYBEX brand, and the training academy is just one way we can do this.”

The CYBEX digital training academy is live now. If you have not already signed up for access to the online portal, email cybexacademy@ cybex-online.com with the following details: Store name, City, First name/last name, Email address.

Baby Cot Shop finds perfect partner The Baby Cot Shop has partnered with Fertility Network UK to launch Interiors of Hope Campaign.

“A new year needs a new outlook and, after what has been a very challenging year for all, the campaign aims to spread hope and positivity amongst the motherhood community” says founder, Toks Aruoture.

Giving back is an important aspect of business for The Baby Cot Shop, which is why their charity partnership with Fertility Network UK sees that 15% of sales from the new Chelsea Cot will be donated to the organisation to aid in continuing the crucial support and advice they provide.

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THE PRAM SHOP

Building on the success A family run business, The Pram Shop (also fondly known as Keddies) based in Kirkcaldy are focussed on the future with exciting plans on the horizon. Nursery Today spoke with owner, Vicky Blankenstein to find out more.

Tell us a little about Keddies Pram Shop - how long has this business been established?

Keddies Pram Shop has been a Kirkcaldy presence in the pram and nursery industry for around 25 years in various forms.

Is this still a family run business?

Absolutely! My aunt and uncle owned the shop for around 15 years and when they decided to retire I took over the business in January 2020.

I am very lucky to have them on hand for advice and assistance when necessary and my parents and nephew all help out out when all hands are needed on deck!

How have you positioned yourself as a destination store for parents in your area?

We always try to go the extra mile for our customers. In a competitive market when bricks and mortar retail is competing with online retail, customer service is everything and ensuring parents are getting the correct advice is absolutely vital.

What type of floor space do you operate from and how do you manage this?

We have a good size retail space which is split into sections and we warehouse off-site so the shop has a boutique feel.

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There is a room for nursery furniture separate from car seats and wheeled goods. We find that this creates a good flow to the shopping experience and works well for our customers. It allows them to focus on one mission at a time as baby product shopping can be very daunting, more so perhaps for first time parents.

How important is customer service to your business and how do you manage consumer expectations?

It is vital and something we pride ourselves on. In the current climate we are even more pro-active than normal with updates to our customers regarding stock arrivals, any delays or stock issues – good or bad. We have found that the vast majority of our customers are understanding of the difficulties facing the supply chain at the moment and are grateful to be simply kept in the loop.

With the current pandemic, how are you operating?

It’s a difficult time for everyone at the moment. We are taking orders by telephone, offering video consultations and are very active through our social media.

We started a Petition to the Scottish Government regarding the re-classification of nursery retailers in Scotland as essential retail and that has had a positive effect and raised awareness north of the border.

Whilst it hasn’t achieved as many signatures as the petition to the UK government, we do feel that it has managed to put our plight in the minds of the Scottish parliament.

We are hopeful that as a result of us now being on the radar, at the first relaxation of the current restrictions we will be allowed to open our doors to customers once more – albeit on an appointment basis.

Has it helped that Scotland have recognised nursery retailers within their list of essential stores?

At the moment we are still closed to be people physically coming into stores. However, having now been specified as essential it does give us hope that we will be included in the first list of retailers allowed to reopen in Scotland.

It does feel like a small victory to be specifically recognised now in our own category of retail, as for 10 months we have been largely ignored despite providing an essential service.

Do you feel that your customers have altered the way they shop and if so, do you feel this is a sign of the future?

I think customers have had to alter the way they shop out of necessity. Babies still arrive whether or not we are in a global pandemic and if customers can’t go into shops then they will resort to other ways of buying what they think they need.

In a co mpetit ive m arket w hen brick s an d morta r retail is co mpetin g w ith on lin e retail , customer service is everyth in g an d en su rin g pa rents are gett in g th e co rrec t advi ce is ab so lutely vital .

I believe our industry will return to bricks and mortar retail in time.

Our customers tell us that there is no substitute for seeing what they are buying before they buy it and I don’t think that will ever go away. It will, however, be a while before things return to a pre-Covid19 level sadly.

Are your customers looking for a pricematching service from you?

It is something we are asked to do on occasion and are always happy to do that.

However, we do try to stick to the pricing guidelines of the suppliers.

The last thing any of us in the industry want to do is to is devalue product.

Nobody wins in that situation so we are careful of pricing integrity.

Are you active on Social Media - how important is this for your business?

We are. It’s a fun way of connecting with our customers.

Since taking over the business, what has been your largest challenge?

I took over the business at the beginning of last year so it goes without saying that adapting to what the pandemic has thrown at us has been the biggest challenge.

Keeping up with regulations, rule changes and such like has been mindboggling. Life hasn’t been dull!

And what has been your largest success?

This past year has been all about adapting and surviving, and having managed to do both, I’ll chalk that up as a success.

Do you feel that your customers are better informed as to which products they need?

Not necessarily. I find that often customers have information overload by the time they come to us. Sometimes it’s a good thing and other times they are just very confused as to what they need and what will work for their lifestyle.

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

In my opinion, I don’t think there can ever be enough awareness surrounding child car seats.

We see a lot of car seats which haven’t been fitted correctly, usually due to the customer having bought online or from a retailer who doesn’t fit them.

Are your customers brand focused and if so, why are brand names so important to your business?

To some extent this is true. Customers sometimes come with an expectation of buying a certain brand and when they get to the shop and test it out they realise that perhaps it’s not what they thought it might be.

On the whole, our customers are keen to get something which will suit their lifestyle. That may or, in some cases, may not be what they initially came for.

Do you have a particular product or product category that is performing well for you?

Next stage car seats are doing very well at the moment.

Are you currently receiving adequate support from your suppliers, or is there more they could offer you?

For the most part I think suppliers are doing everything they can to provide support in very strange times. However the level and quality of communication, especially concerning stock issues, differs hugely from supplier to supplier. Some are excellent at communication.

I think it would assist retailers if and when there are stock issues, which are largely beyond everyone’s control, that the supplier issue us with an official statement which we can share with our customers. I think this would go a long way towards maintaining brand confidence and as well as the reputation of retailers.

Finally, are there any exciting plans on the horizon that you would like to share with Nursery Today retailers?

We are very excited to be opening a second store in Dundee. The opening had been planned for mid January but due to current restrictions this had to be postponed.

We have been doing a lot of work whilst closed to ensure we are ready to open when there is a relaxation in restrictions and there is already a buzz in the city for the opening.

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Product Focus BABY JOGGER SUMMIT X3

Reach the summit with

Baby Jogger!

A

t Baby Jogger they have never stopped pushing to find more solutions that allow parents to experience life with baby by their side. From strollers that fold into parents’ hand to strollers that adapt to their growing family - they’ve got it covered. Baby Jogger want to go where parents are going, and their strollers are designed to take them 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.

In that spirit, they have updated their Summit X3 stroller with new features and a modern look, to keep parents and their baby safe while strolling … or jogging!

Their new fashion Midnight Black is inspired by futuristic geometrics and reflective influences combined to create a premium active aesthetic. Look at techy prints done in an embossed method paired with an active knit and strong reflective pops.

As with all their products, Baby Jogger pride themselves on the quality and durability of their strollers and offer a lifetime warranty on the frame.

They have also developed compatible accessories, to meet any needs parents might have: a belly bar, a weathershield and a parent console are available for purchase separately.

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NO LIMITS. NO BOUNDARIES. Go anywhere with this highly maneuverable jogging stroller. With its all-wheel suspension, the Summit X3 provides exceptional performance on any terrain.

Discover all its features below: ■

NEW: can be advertised as jogging stroller

■

NEW: improved fabrics, fashion & cut & sew with reflective accents on canopy and harness covers

■

Baby Jogger’s One-hand quick fold

■

Large wheels with air-filled rubber tyres and all-wheel suspension

■

Hand-operated deceleration brake + foot-operated parking brake

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A remote front wheel lock to switch between swivel and jogging modes

■

Hand wrist tether to prevent the stroller from slipping away

■

3-panel UV 50+ canopy with side vents and two peek-a-boo windows

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Multi-position reclining seat, with a 5-point harness, includes a seat back vent and retractable weather cover

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Storage basket with all round access

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Suitable for one child for strolling from 6 months and for jogging from 9 months up to 22 kg or 4 years or a height greater than 112 cm, whichever comes first

■

Meets EN1888-2:2018 standard

Baby Jogger want to go where parents are going, and their strollers are designed to take them there.

Designed for discovery

RRP from:

£795

Lynx

Born in 1999, Bugaboo pioneered a pushchair revolution and they’ve continued to set the highest standards in the industry ever since. Last year they continued to revolutionise the market with new products: the award-winning Fox 2, Bee 6 and multi-award-winning Stardust travel cot.

And in 2021 they continue to blaze ahead with innovations across the all-terrain category, as well as introducing some exciting new colours. Let’s explore some of the latest members of the Bugaboo Family.

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cover story BUGABOO

Lynx The newest arrival, the Bugaboo Lynx Launching in March and sitting in their all-terrain category is the Bugaboo Lynx. This every day, multi-terrain pushchair has already taken the US by storm as a celebrity favourite. And it’s easy to see why as this agile pushchair is super lightweight yet extremely strong and designed to help you effortlessly navigate life on-the-go.

• Super light at 9.4 kg • Unfolds to only 60 cm wide • Spaciousness under seat capacity of up to 10 kg • Responsive, one-handed push on large angled handlebars • Large, puncture-proof wheels • Easy one-piece, self-standing fold in any configuration! Or even smaller two-piece fold • An extra-large peekaboo sun canopy

Fox 2 Go further than you ever imagined with the Bugaboo Fox 2 Celebrating all the features of the Bugaboo Lynx, the award-winning Fox 2 is the ultimate all-terrain pushchair. In every detail, it’s engineered for ease and comfort and compared to its little brother it boasts: • A faster and even simpler 1-piece fold (with even more compact 2-piece fold) • 4-wheel suspension • Larger, all-terrain wheels • Higher seat position • Simple 1-hand recline • Availability across more personalised options, such as Bugaboo’s Mineral Collection RRP from: £995

RRP from: £795

Great news for the new Bee 6, which landed in September last year, it will now be available across soft pink, vapor blue, and the beautifully refined Mineral Collection, allowing parents an even greater amount of personalisation. Here’s a reminder on the new and improved, urban-ready pushchair.

• Compact design • True comfort (it now has a rotating bumper bar, a new sun canopy design and improved seat fabric) • Easy to drive with advanced suspension Get your hands on the new Bee 6 colours in March.

RRP from: £645

The pop-up travel cot Last year Bugaboo brought their unique perspective to children’s bedtime with their 1 second pop-up travel cot, the multi-award-winning Stardust.

It provides a game-changing solution to nap times or even as an extra play space around the home.

The Stardust is now available in the softer hue of Grey Melange, ideal for modern households.

• Unfold in 1 second and fold back together in 3 seconds • For younger babies, the pop-up travel cot comes with a zip-in bed that’s adjustable to two heights

Order yours now! Launches on 1st March.

Colour upgrade

Stardust

Bee 6

• Surrounded by a lightweight mesh allowing airflow for breathability • Made from chemical-free high-quality fabrics • Weighing just 6.7 kg, and folding down to just 14 cm wide With pioneering products to suit every parent’s needs, Bugaboo allows parents and children to go out into the world, near or far, and explore, engage and connect. Discover these fantastic new products, as well as Bugaboo’s full collection, now.

RRP from: £199

For more information please contact sales at

uksales@bugaboo.com or your

Bugaboo account manager.

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15

focus NAPPIES & CHANGING

“Information from The Nappy Alliance illustrates that the UK throws away nearly 3,000,000,000 disposable nappies a year”

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.

One area however that is becoming more evident is that parents are starting to look at the impact disposable nappies play on our environment. It’s astounding how many nappies head toward landfill sites from general household waste.

We asked TotsBots Fiona Smyth if she felt parents are more eco-aware with regard to nappies?

“Definitely, compared to 20 years ago the response we used to hear was always ‘wow do people still use those - usually with raised eyebrows - with no idea of the positive environmental benefits of using cloth nappies.” She said. “Now most parents know that cloth nappies are an option and that they reduce waste, but they are still surprised by the fact they aren’t squares and pins.“ Are we seeing an increase in demand therefore for reusable nappies? Fiona would give a definitive yes in response to this, stating: “You just need to look at the increased trend on online searches for reusable nappies. Especially over the last 3-4 years as more and more parents are becoming concerned about the environment.”

Behind the scenes, The Nappy Alliance has continually worked hard to raise this issue, with the Environment Minister Rebecca Pow having confirmed that there will be powers in the new Environment Bill currently making its way through parliament to legislate on nappies. This follows a statement by Lord Goldsmith in November that the Department for the Environment were looking to address pollution caused by single-use nappies.

Information from The Nappy Alliance illustrates that the UK throws away nearly 3,000,000,000 disposable nappies a year, costing local authorities over £60 million per annum for disposal, all of which will go through household waste streams which means either incineration or landfill where they can take more than 300 years to break down. Disposable nappies are one of the biggest contributors to

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The bottom line Nappy changing is a daily routine, and one which isn’t just once per day!

Here we take a closer look.

single-use plastic waste, the worst cause of contamination in recycling and cost councils and parents too much money whilst damaging the environment. For further information on The Nappy Alliance, visit www.nappyalliance.co.uk With the above information in mind, would it be fair perhaps to say that many are also looking at re-usable nappies for their potential cost saving properties? “The cost element really is down to the system decided upon. For example, if you go down the terry towelling/prefold/muslin route the cost is lower than the Modern Cloth Nappy system which is more expensive,” commented Merrygoround’s Caroline Taylor. “Many users tend to mix what they have. But in all cases it is a lower cost from birth to potty if cloth is used over disposables.”

However, not all disposable nappies fall into this category - for example there are great eco disposable nappies available for those who feel they just can’t commit to using reusable nappy systems. Nursery Today asked Mama Bamboo’s Laura Crawford for her views on disposable nappies that have also been specifically created with eco-credentials. “Over the last decade the standard UK council approach to tackling the nappy and wipe issue has been to encourage the Real Nappy Scheme. Unfortunately, this really hasn’t seen much uptake. Around 7% of parents choose re-useables at least some of the time, but many cannot commit to the extra laundering or do not find that re-useables offer them the same performance of a disposable. Even the most dedicated parents will often use a combination of re-useables and eco-nappies.

“93% of parents continue to choose to use disposable nappies and wipes. By creating a more sustainable solution utilising bamboo and corn starch, we hope to reduce the impact on the environment whilst offering parents the convenience and performance that they require.”

With a growing uptake in use, we asked Caroline whether she feels that there is sufficient innovation with regard to the design of a re-usable nappy? “There are many many re-usable nappy designs with more appearing constantly with same design differences. Then there is the traditional terry towel, that we produce, which is still one of

the most low cost, birth to potty and efficient of the all cloth nappies available. But with the new modern cover over the top which is the game changer.”

Fiona feels that when we look at innovation there is now more focus on the fabrics used stating: “In terms of shape and fit there’s not much more room for innovation, babies are still the same shape after all! But as for the fabrics and production methodology yes, especially with the rise of the use of yarn made from recycled fibres.

TotsBots were the first reusable nappy brand in the world to make the switch to 100% recycled polyester in our waterproof fabrics in our nappies and we are constantly looking at ways to improve the performance and durability of our nappies while reducing environmental impacts even further - all through innovation and design.”

Setting the nappy to one side, there are of course many products that fall into this category are extensive. Parents will look at a whole host of items into the nappy changing category, for example, changing mats, changing stations, changing bags, nappy wipes, nappy bins, nappy sacks and nappy creams – the list can be quite extensive.

Changing mats are a fast moving product within this category. We asked My Babiie’s, Tallulah McPhee what parents look for when choosing a changing mat? “When consumers are shopping for changing mats they are mainly looking at the design printed on the changing mats. Most changing mats on the market are very similar in function and price so the main differentiating factor is the print that is on it. The prints that feature on changing mats are super important to parents. People want something that is in tune with their tastes and often in fitting with their home nursery design.

My Babiie is constantly updating their changing mat designs for the fashion forward parent, keeping a keen eye on the latest design trends and fashions.”

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

100% bamboo fibre

1XUVHU\7RGD\B0DPD%DPERR)XOO$GB [ LQGG

100% compostable

99.4% purified water wipes

elasticated to prevent leaks

Best value bundles

100% compostable packaging

chlorine-free plant based fluff core

focus NAPPIES & CHANGING

Classic Changing Mats

East Coast Nursery invented the foamfilled changing mat in the 1970s, and they’re proud to have the next generation of babies still being changed on their premium quality mats.

Changing time is all about convenience, so their changing mats are water proof, wipe- clean, comfortably padd ed and made to fit most dressers.

East Coast ’s team of UK-based designers work hard to constantly refresh their own brand designs, so there’s something to suit every style. From beautiful neutral shade s, to lively bright and bold colours, there is a changing mat for every baby.

01692 408802 | nursery@east-coast.co.uk www.eastcoastnursery.co.uk

Bringing change The BabyDam SuperSnug ChangeMat was designed to provide that little extra during changing, play or massage.

With a gentle slope from 50mm to 25mm elevating baby’s head and torso slightly to promote better eye contact between parent and baby when in use, an extra thick 40mm base for exceptional stability and comfort and high padded side bolsters for safety and security, this is a ChangeMat that gives quality, comfort and support during every use.

Available in three colourways.

www.BabyDam.com

Hundred percent bamboo Mama Bamboo certify as B-Corp!

Named as one of the world ’s most sustainable and ethical companies, their bamboo eco nappies and wipes are one of the most sustainable options available.

Made from 100% bamboo fibre and corn starch , they are the only company to use home compostable packaging. And there’s no compromise to going green; their napp ies have been awarded “Best Performance” for their absor ption, fit and comfort beating all three Pampers ranges and super mark et ranges for the Gold award and the wipes have been awarded “Best Baby Wipe” two years in a row.

www.mamabamboo.com

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( I N E V E RY TH RE A D! )

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So long

stinky smells…

Our Nappy D Disposal System will keep lif life smelling sweet!

Smart OdourSeal design locks bad sm smells inside Antiba Antibacterial coated refill film keeps hygiene secure Simplee and ssafe one hand operat tion operation

Angelcare Refill Cassettes Ca Available iin 3, 6 & 12 packs

Simple. Smart. Secure. angelcarebaby.com

Interview

MAMA BAMBOO

Left: CEO Laura Crawford, Right: Operations Director, Jennie Potts

Eco bums!

Nursery Today had the pleasure to interview Mama Bamboo’s CEO, Laura Crawford, to find out why many parents are more eco-aware when it comes eco-nappies and their compostable elements.

Are parents more eco aware now with regard to nappy changing?

We have certainly seen a shift in interest to eco-nappies and wipes. 8% of parents now choose an eco-nappy and a further 7% use a combination of re-useable and eco-nappies.

Shows such as David Attenborough’s and War on Plastic have really raised the conscientiousness of the nation. However, we still have a long way to go. Many parents are not aware that standard disposable nappies and wipes represent one of the biggest contributors to landfill in this country or that they are made using crude oil and chemicals.

Do you feel we have seen an increase in the use of reusable nappies?

Over the last decade the standard UK council approach to tackling the nappy and wipe issue has been to encourage the Real Nappy Scheme.

Unfortunately, this really hasn’t seen much uptake. Around 7% of parents choose

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re-useables at least some of the time, but many cannot commit to the extra laundering or do not find that re-useables offer them the same performance of a disposable. Even the most dedicated parents will often use a combination of re-useables and eco-nappies.

I personally tried to use re-useables when my children were small but found

that they did not offer me the convenience or reliability of a disposable.

I was also offput by the DEFRA study which highlighted that the carbon impact of re-useables versus disposables was not as positive as I would have hoped.

93% of parents continue to choose to use disposable nappies and wipes.

By creating a more sustainable solution utilising bamboo and corn starch, we hope to reduce the impact on the environment whilst offering parents the convenience and performance that they require.

Are these something that are researched online prior to purchase?

Absolutely! Parents tend to research all of their major purchases and choices, and that includes nappies and wipes. They want to do their best for the child and for the environment.

There are obviously some parents who will simply select the known or supermarket brands due to a lack of

awareness or personal constraints, but we are finding more and more parents are becoming aware of the implications to both their baby’s health and the planet.

The majority of our customers come to us for the eco-friendliness, but many stay loyal because of the reduction in nappy rash and the soft comfortable fit for their babies. Using a natural plant-based nappy creates a more breathable, healthier environment, and parents report significant reductions in nappy rash.

Do brand names play a role in this category?

In the eco-nappy space there are a few emergent brands, each one offering a slightly different option. We have pulled together a detailed comparison of the various ‘eco’ nappies and it is available on our website: www.mamabamboo.com It’s a sad fact that some brands marketing themselves as eco-nappies are actually using 85% plastic covers, 100% polyethylene liners and oxo-

93% of parents continue to choose to use disposable nappies and wipes.

By creating a more sustainable solution utilising bamboo and corn starch, we hope to reduce the impact on the environment whilst offering parents the convenience and performance that they require

Perfect partnership Mama Bamboo has partnered with UCL on a government proposal for localised kerbside collection and processing of industrial compost waste which would mirror the viable solutions available in other countries. This would tackle the waste management of the growing number of compostable products entering our marketplace.

This project includes all compostable AHW (absorbent hygiene waste) and bioplastics, such as Vegware, food trays and compostable magazine mailers, which are currently not handled correctly by most UK councils. biodegradable plastic packaging. There’s a fair bit of greenwashing.

We are calling on the government and labelling authorities to standardise the ‘eco’ claims. Some countries have gone so far as to ban plastic based nappies and wipes and refuse any eco-claims made by oxo-biodegradable plastics outright. We hope to achieve the same here.

We are very proud to use 100% bamboo fibre covers, 100% plant-based liners and 100% compostable packaging.

Are eco-nappies something that are looked at for their

cost-saving properties?

Nappies and Wipes represent one the biggest expenditures for a household with a new baby. It can amount to around £1200 before a child is potty trained.

Re-useables appear to be a cheaper option if you chose to launder them at home and not use a drier, but there is a significant outlay upfront and the ongoing cost of laundering and detergent. A full set of re-useables (25-30 nappies) can cost over £300 upfront.

If you choose to use a re-useable laundering service, this will cost around £15 a week which amounts to £800 a year.

We are campaigning for DEFRA to increase the targets to reduce the amount of waste going to landfill and incentivise councils to invest in the technology to process industrial composting

Disposables can cost anywhere between £6 and £12 a week depending on the chosen brand.

This sort of purchase should feature on every parent’s conscious decision making.

Is there sufficient innovation with regard to the design of a disposable nappy?

Some emergent brands, like ours, are really pushing the innovation of disposables, trialling new materials and new sources for every component, and developing new end-of-life processing.

In recent years there has been more attention of the end-of-life processing of nappies rather than the sustainability of the resources and manufacturing processes. This has been brought about by the awareness that the 3 billion plastic nappies used in the UK every year will not biodegrade in landfill for over 500 years and the 11 billion plastic wet wipes have been causing massive issues within the sewerage systems and oceans.

Bigger brands have focused on developing recycling processes for their existing plastic versions whilst companies like ours have focused on developing a fully circular compostable process using natural resources.

We feel that this is the most sustainable final solution. Recycling involves a significant carbon footprint and will not reduce the initial crude oil and chemical resources at all.

By creating a circular economy, we can reduce the usage of crude oil and chemicals in our inputs and create natural output with real value. Sterile compost can be directly utilised by individuals and councils.

We are campaigning for DEFRA to increase the targets to reduce the amount of waste going to landfill and incentivise councils to invest in the technology to process industrial composting: www.change.org/ nappyrevolution We are also working with a private company to trial and test an in-home composter which, if successful, would allow users to create a sterile mulch to be added to their standard green bin for composting.

There are examples across the globe of individual companies proposing and testing various versions of a circular economy; Dycle in Germany is testing community composting, Envirocomp in New Zealand has developed an industrial compost technology and Toronto Municipal council and Soiled Diaper in Canada has been successfully composting nappies for several years.

Innovation is happening but we really need governmental support to move it along faster. Every day we delay 8 million more plastic nappies, and 30 million more wipes are added to UK landfill.

www.mamabamboo.com nursery today

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focus NAPPIES & CHANGING

Bamboo for comfort The Bamboo Changing Mat from CuddleCo showcases the supportive comfort of memory foam with the natural hypoallergenic properties of bamboo to make changing time as relaxing as possible.

The covers are removable and washable for those inevitable messes and a water resistant liner keeps the memory foam core clean throughout.

The PVC changing mats from CuddleCo come in a range of eye-catching prints to suit all nursery decors. They are made in the UK from phthalate free PVC and supportive foam.

The fully encapsulated design means there is no space for liquids to enter so a quick wipe over will keep it fresh and clean. Both styles are available from their large UK warehouse now.

0161 702 5062 | sales@cuddleco.co.uk www.cuddleco.co.uk

Home or away changing

& bounce, a Meet excursion change with portable road trip ready nurser y pop- off toppers. or off the

d on snoozing seat can be use The portable changer and to go in one quick dy Rea ay. aw or me ho n at cot, for the per fect solutio nging unit with a cha a es e & bounce becom ng cha ion urs exc the k, clic module that pops t and a sound and lights snoozing or bouncing sea easy travel. k, for fast transitions and on or off with a quick clic y with a super pla ld’s nge & bounce is chi Setting up excursion cha and everything – s ond sec in l be ready to go simple fold down that wil carry bag so packs away in the handy d in a jiff. can be ready to hit the roa

www.uk.joiebaby.com

Coverting to cloth The need to go to the shops less and worries over empty supermarket shelves in 2020 converted many to using cloth nappies and many more to consider them.

There is a huge increase in demand for reusables generally and this is likely to increase with more new parents being environmentally aware. MerryGoRoundUK is rising to the challenge and extending their reusable offering with its brands MuslinZ and Bright Bots.

New launches for 2021 include 100% Bamboo Terries, Boosters and Birdseye flats to compliment the existing cloth nappy ranges. Using washable nappies, good for the planet and a lower cost than using disposables.

01295 810008 | sales@merrygorounduk.co.uk www.merrygorounduk.co.uk

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talking shop We spoke to a number of independent retailers to find out their thoughts on live online demonstrations.

Jo Studholme

Sara Hubbard

WHITES FARM BABY BARN

PUSHCHAIR EXPERT THE SHOP

Virtual showrooms appear to be on the rise, are you finding these of interest by brands that are offering this service?

Virtual showrooms appear to be on the rise, are you finding these of interest by brands that are offering this service?

Yes I do - we have moved from physical meetings with consumers and brands to everything being online. The world has changed and will continue to change. Our children are working online and so are we. Many brands are now doing demo virtually, answering questions via social media and conducting business meetings via Teams and Zoom. As a team, we are finding the live demos from brands a great way of continuing professional development - and the majority are quite light hearted and informative.

You are extremely active online with live demo’s - how successful has this been for you?

We love our lives - far more interesting than sitting in front of my computer for me, but don’t tell anyone! There are lots of retailers now brave enough to try going live - it’s like anything else, once you have done it a few times you begin to feel more comfortable and as an industry I think that we are doing a great job.

On a personal level, I love it and would much rather film live than pre-recorded. It is the live interaction with customers that we previously had in store that I crave - and for people at home, they can not get into a store and no one knows when that will change - they need help picking their pushchair, getting advice about car seats and baby carrying etc. Picking your first pushchair is akin to buying your wedding dress it should be an exciting experience but Covid has meant that many parents have been robbed of this experience. Lives / Video Consultations are common practice in the Nursery Industry now and retailers have been very proactive in helping new parents the best they can.

Are you running any specific offers or promotions at present that are working well?

Lots of consumers seem to be shopping around for a deal at the moment and there are a lot of requests for price matches - the bain of any retailers’ life. There is an increasing trend of consumers buying travel system bundles and more and more brands seem to be offering these now (and matching totems!).

We have attended a few zoom conferences in showrooms of our suppliers to see new colours, new product and have demonstrations of items that normally our account managers would offer in store for us.

We think its a great way for retailer and supplier to stay connected, and keeps a working relationship strong and stable. Some of our suppliers have set similar things up for end consumers - but we have found our customers prefer to come through us still, as we can offer a variety of brands.

Have you been active online with live demo’s - if so, how successful has this been for you? If not, is this something you are considering for the future?

We have been taking part in a few Instagram and Facebook lives, uploading demonstration videos, as well as doing our live zoom appointments - we have found our zoom appointments to be really successful, with people using these just as they would their in store appointment while we are shut. People seem to engage well with the live videos, and we have just set up a new social media calendar to ensure we continue to engage well with our following through these means.

Are you running any specific offers or promotions at present that are working well?

At the moment, bundles seem to be working even better than they were before. We think this is because it allows the customer to purchase everything in one go - which can make the whole process of buying online or virtually a lot less daunting - especially when the current situation is so uncertain for retail and us reopening. We find that the Mamas and Papas x Cybex bundles on both the Ocarro and the Strada are proving very popular, as well as our bestselling Snuzpod4 bundle, which we can’t seem to stop selling via zoom currently!

Susan O’Rourke ANN’S PRAMS

Virtual showrooms appear to be on the rise, are you finding these of interest by brands that are offering this service?

Yes I’ve been very impressed with suppliers virtual showrooms enabling me to be able to see new products which is especially important as at the moment there are no rep calls.

Have you been active online with live demo’s - if so, how successful has this been for you?

We haven’t been active online as yet but are about to set up our virtual live demos this month.

Are you running any specific offers or promotions at present that are working well?

I have no specific offers at the present time unless supported by our suppliers as I feel with reduced customer visits to the shop, hence reduced sales, that every penny counts and we should all stick to sensible pricing.

I would also like to state that not being classed as essential for car seat fitting when we take every precaution to keep everyone safe is ridiculous and is causing massive anxiety and stress for our customers. This is why the virtual option is where we will be focusing on until we can get back to a normal customer service and keeping prices.

Making a decent profit is important to pay overheads right now.

nursery today

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focus BATHTIME

Bathtime

bliss

The bath time category continues to grow and evolve. Are you cleaning up in this category?

B

athtime products will continue to be sought by parents as bathing a baby or toddler quickly becomes an established daily routine. Bathing 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 infant.

While products that fall within this category are seeing a steady growth, we asked Hardenberg&Co’s Managing Director, Julie Ebrey, whether there are any key aspects that may currently be driving this?

“Bathtime has always been one of the key parts of the bedtime routine. More ergonomically designed bathing products have been making an entry into the market, making bathtime more comfortable for baby while also allowing baby to have more fun at bathtime.

“For parents, safety and security are crucial factors in choice of product. With more products available, parents will now buy items that are suited to the age and stage of the baby or different products offering bathing situations. For example, previously they may have only bought one product to last until babies could use a bath seat or sit up in the bath.”

As this is an activity that is part of a daily routine, we asked BabyDam’s Director, Deborah Piner, whether she felt this was a category that is researched online prior to purchase. “With COVID 19 restricting access to our high streets, online research has taken a firm and probably permanent hold on influencing the consumer. It is vitally important that brands utilise as many online tools as possible, particularly those that involve live interaction, to

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showcase products to customers.”

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? “They certainly are. From a design point of view there are some superb well designed branded products available to parents.” Comments Julie. “I am always concerned about the amount of copy-cat products creeping into this category readily available at the click of a button, not always meeting the stringent safety standards that the branded products have to adhere to. Parents can get confused and often go on to purchase because of price.”

While talking about innovation, does the bathtime category continue to innovate with new products emerging? “In recent years there seems to have been more innovation than previously and new brands have appeared with great success,” said Deborah.

“Necessity is always the mother of invention and we should never think that there is nothing new to be discovered. At BabyDam we are now devoting more time than ever to exploring new ideas especially from our valuable customer feedback around the world.”

Baby baths are an example of a product that is considered a ‘must have’ for new parents on their pre-birth shopping list as they enable a parent to bathe their little one without having to resort to the use of a full-sized bath, or as an example, using the BabyDam that enables a smaller area within the tub to be used while not filling the entire bath length.

However, are we seeing a continued interest also in

baby support seats and if so, are we sending out the correct safety information with regard to their use?

Julie feels that all bathtime products should be bought that bear the correct safety standards.

“Ensuring safety standards are met are an aspect of sound product engineering but also ensuring that the consumer understands the correct use of the product and the risks involved with any bathing product are critical.” Said Julie. “We believe that we tick the box on both of these counts. Our bathing products have been in the Global market for many years and we are constantly evaluating safety as a key focus.” Deborah agrees, stating that “The message that needs to be reinforced time after time is that babies should never be left unattended.”

As bathtime is an enjoyable activity for both parent and child, how important are bathtime toys?

We asked Deborah what elements she feels parents are looking for with regard to toys that have been specifically designed for this purpose? “Parents are extremely aware of the need for toys that will aid the development of their child. However bathtime is a special time for bonding and so toys that involve parents as well as the child will always be popular. A major concern that we hear regularly from parents is that their bath toys may be breeding grounds for harmful mould and bacteria which can cause allergic reactions and even asthma. Therefore parents are looking for toys that are easy to keep spotlessly clean and this will affect the purchasing decision.”

Take a look at the following pages, where you will find a selection of bathtime products that are all available to order now.

focus BATHTIME

Comfortable cuddles From the Tropical Friends range by East Coast, this pair of hooded Cuddle Robes are designed to make bathtimes comfortable and convenient.

They’re made from 100% soft cotton toweling, to be gentle on your baby’s skin. Each robe has an adorable sloth on a tropical branch, embroidered on the hood.

They measure 75 x 75 cm and are supplied as a pack of two, making them a lovely practical gift for a new baby.

A matching Tropical Friends Changing Mat is also available to complete the look.

01692 408802 | nursery@east-coast.co.uk www.eastcoastnursery.co.uk

Making a splash at bathtime!

With new fashion colours across all their bath products, plus the cute new Happy Seal Bath and Room Thermometer, Angelcare are making a splash with their new launches this year.

Angelcare’s ever-popular Mini Bath Support, Bath Support and Bath Seat are now available in three soft, up-to -the-minute colours that mirror baby trends. Their secure designs hold baby comfortab ly in quick ly warming material while parents are free to wash and play.

Simple to use direc tly in the bath and smart, hygienic and mould resist ant, fashion and safetyconscious mums will love them.

Adding safety and fun to bathtime, their new Happy Seal Bath Thermometer provides hot and cold warnings in a friendly way making safe bathing a breeze. Its clever design is also a bath time toy, meeting all relevant standards. Just activate with a shake and add to the bath for good, clean - and safe, fun!

01785 503 305 | www.angelcarebaby.com

Bathtime barrier

BabyDam makes bathtime a perfect fit.

The Bathwater Barrier designed by BabyDam over ten years ago, “babysizes” the bath so that parents only use the amount of water they actually need. As baby grows the barrier moves along the bath as required . Providing a smaller contained space for the growing baby gives both infant and the parent peace of mind that not only are they saving water they are also safe and secure. of water per use when fitted litres 56 to up save will Barrier er Bathwat The a must at the halfway point of a standard bath – truly a green product and have for the eco-friendly parent.

www.Babydam.com

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The Shnuggle Bathtime Collection With you every splash of the way.

Featuring our brand new

Baby Bath Brush.

Available now at Shnuggle.com

Contact sales@shnuggle.com for enquires

Profile BABYDAM

A Fresh Approach

for BabyDam

New CEO creates European base for BabyDam but insists that the UK is still the home market.

B

ased in Cornwall, BabyDam Limited, the company behind the Original Bathwater Barrier, is celebrating coming of age on its 18th Birthday this year.

Deborah Piner, the CEO of BabyDam says “Traditionally BabyDam’s business has been international, however we have recently redirected our focus and attention towards further developing the domestic business in the UK. “Our UK offices and warehousing includes a bespoke studio which we have found invaluable during lockdown for communicating directly with customers and providing face to face contact which otherwise would have been lost. The feedback we receive from our customers

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is extremely important and provides us with a unique real time sounding board.

We are really looking forward to seeing customers old and new using the innovative online opportunities provided by the Trade and Consumer Shows which offer a virtual presence.

John Piner, Deb’s husband and BabyDam’s International Business Development Director for the last ten years, has introduced BabyDam into 26 countries around the world by creating a loyal international distribution network.

John is now actively developing new products for the BabyDam range as it takes a step out of the bath and into other important areas for Baby.

John said: “It is slightly ironic. We began our search to fill the new role of CEO for BabyDam in order to find that perfect individual who shared our vision for the company, understood our passion for our brand and who could generate new opportunities and expand the business accordingly.

“Deb, by profession, works in finance and commercial management at a very senior level and as we read through the list of requirements needed for the post Deb was the perfect candidate. Luckily it wasn’t difficult to persuade her to take on the challenge!”

“The interesting point is that Deb is the very person that visualised and invented BabyDam almost 18 years ago

while living in Cornwall but has always had a career away from it only to now be appointed as the CEO of the company founded and based on her original creation.

“Deb has already made a huge impact on the structure and direction of the business as we now have fully functioning offices and warehousing in France in order to service our existing European customers in anticipation of avoiding any complications following Brexit.”

“BabyDam is currently available in some 750 retail stores across Europe and it was very important to Deb that we maintained a strong level of continuity in our ability to supply BabyDam without interruption” Deb said “I don’t know if I ever thought I would return to BabyDam but it feels that the time is right. BabyDam is coming of age this year. The original BabyDam baby, my own son, is now 18 and it is time to direct the company out of its traditional family business mould and give it a more corporate feel whilst staying close to its roots. I am enjoying implementing an appropriate infrastructure to take the business forward and into the next stage of its life.

The right people will be essential to the success of this strategy. When I met

Melissa Copley, our new UK Sales Manager I knew that we had the start of a great team and we look forward to welcoming more staff during the next few months.”

The new CEO is turning her attention to the UK market and looking to create new and exciting opportunities with the UK retail sector with a view to making BabyDam products available for the consumer to physically purchase at the checkout as a preference to the online platforms.

Deb added “I have a very strong affiliation and belief in the importance of the traditional retail experience as it provides so much more than just a potential impulse purchase.

We have seen at consumer shows how much our customers enjoy seeing the products. Even though we may feel that the pandemic has given online sellers an advantage, traditional retail still provides the consumer with the opportunity to physically assess a product discuss it with close friends and enjoy the social aspect of making shopping an experience rather than just a click to purchase.”

BabyDam are actively developing new products for the BabyDam range as it takes a step out of the bath and into other important areas for Baby.

For more information please contact Deb direct at deb@babydam.com

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

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focus BATHTIME

Coffee Break Nursery Today caught up with with Shnuggle’s Co Founder, Sinead Murphy to find out her views on products in the bathtime category.

Brush up at bathtime Shnuggle are delighted to be adding to their innovative range of bathtime products with the new Baby Bath Brush.

The super soft bristles and ergonomic design make it easy to gently massage baby’s head to brush away cradle cap, relieve eczema or dry skin conditions, cleanse, and shampoo baby’s hair comfortably.

Designed to fit perfectly in the palm of a hand with the looped handle holding it securely in place, the relaxing brushing against baby’s skin will help to calm and soothe at bathtime.

Made from 100% food grade silicone and being BPA and latex free, the brush is antibacterial and easy to clean. Available in a range of soft pastel shades, the Baby Bath Brush is the perfect addition to bathtime and a great Baby Shower gift too!

hello@shnuggle.co.uk www.shnuggle.com

Baby baths have always been popular choice do you feel we have seen an increase in growth within this category?

It’s really about making parenting easier and stress free as much as possible, so although the bath-time category continues to steadily grow, 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.

Social media also plays a big part and is a critical element of our marketing focus. The best recommendation for parents is from parents and social media allows influencers to visibly show how much their children enjoy the Shnuggle products which will be a big tick for parents looking for what products to buy. There is also an aspirational element too – consumers who see celebrities with certain products will want them for themselves.

Do you feel we have sufficient innovation within the bathtime category?

There is always room for innovation as parenting styles change with each generation and we continually look for ways in which to make parenting that little bit easier. We launched a number of innovative products throughout 2020 and have new products in development for this year too which tap into both customer feedback and demand, yet also our own creative thinking in terms of what products we can offer that would benefit both parent and child.

What about bath toys - what elements do you feel parents look for when selecting items?

We know parents are keen to bring as much joy to baby bathtime as possible to help make the experience stress free and toys are a great way to enhance the experience. However, when we researched this category before launching Wishy, we realised quite quickly that there was limited choice for newborns – in those early weeks when baby’s eyesight is developing and the fun of bright colours and interactive parts were a little lost. The Shnuggle Wishy is perfect for newborn sensory development with a soft light and then as baby starts to explore with their hands, the pieces are easy to hold and textured too.

Have you seen any growth with regard the demand for bath thermometers?

Parents are taking advantage of anything that can give them more peace of mind including thermometers - the Pebbly makes it so easy as the reading is instant and accurate giving great peace of mind.

Do you feel consumers are researching products online prior to purchase?

Yes, we know they do. 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.

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

new!

A real boost with Red Kite

A stylish and practical new booster seat that is a 2 in 1 floor and seat booster in one.

Playtime pals

Baby Brands Direct have a great selection of new Fisher-Price products available to independent retailers.

Fisher-Price is a brand with global appeal, dedicated to style, innovation and fun. The new range includes the adorable Linkimals Play Together Panda. This super soft take-along friend is perfect for babies. A snuggly plush, it also doubles as an activity toy with exciting lights, songs, and phrases. By introducing shapes, counting and greetings, it helps baby learn the essentials as they play. The panda can also be used with other Linkimals friends, ensuring playtime is as fun as can be!

The Pod Booster from Red Kite is smartly finished in clean white with a grey seat insert and supplied with both safety five-point harness for baby and also seat fitting straps to allow for safe floor to table seat options.

Suitable from 3 months due to the deep back support, the Pod Booster is a really flexible modern feeding choice.

Suitable from 3 months and with a floor seat with friction strips to avoid excess movement in use and so much more.

sales@redkitebaby.com www.redkitebaby.co.uk

0208 845 5000 | www.babybrandsdirect.co.uk

01692 408802

nursery@east-coast.co.uk

www.eastcoastnursery.co.uk nursery today

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Profile OUT ‘N’ ABOUT

Celebrating 20 years of

Out ‘n’ About!

With the current lockdown restrictions in place the majority of celebrations are currently on hold for Out ’n’ About, however having reached their incredible 20 year milestone it’s one celebration we could not miss!

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he Out ‘n’ About brand was born 20 years ago when company Director Andy Fensom went in search of a buggy to use off-road with his then newly born daughter. After discovering there wasn’t an ideal buggy available in the UK market, he began to import jogging buggies from the US and customising them to suit the UK market. Leading an outdoor lifestyle and recognising many other families were also in search of the ultimate all terrain buggy, the design and manufacturing of the Nipper range began. Malcolm Fensom also a Company Director, whom is a Chartered Mechanical Engineer, put his expertise to good use in the designing and development of the Nipper.

Out ‘n’ About pride themselves on being a family brand, and over the years have developed and produced products with both the parent and child’s needs at the forefront of their mind during the design process. Out ‘n’ About have listened to customer feedback as well as involving employees in certain design aspects such as colour choice and opinions on suggested updates. There is a lot of experience amongst staff, a

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number of whom are parents themselves and understand what is important to parents when choosing a buggy. Now on the Version 4 Nipper model with the additions of the Little Nipper and the GT to the range, there really is an Out ‘n’ About available to suit every family lifestyle.

Over the last 20 years the Out ‘n’ About brand has grown considerably; initially only available as a single and double buggy the range now consists of 7 models. Keeping up with consumer trends and ensuring the brand stays true to the much loved, easy to use design of the original Nipper, has been at the heart of the company ethos which is backed up by the success of the company today.

Out ‘n’ About have had many gratifying moments and memories over

the years. The most exhilarating must have been when they were contacted

by Kensington Palace and learned that the Nipper had been chosen by the Duke & Duchess of Cambridge. As a British, family run company, knowing that Prince George, Princess Charlotte and Prince Louis have all been pushed around in a Nipper is an unbelievable sentiment. You can’t get a better satisfied high profile customer than that!

Further accomplishments Out ‘n’ About have achieved over the years include the incredible amount of awards each product has won and they continue to win year after year.

Well known and trusted award achievements from the likes of Mother & Baby and Loved by Parents are accolades the company are incredibly proud of and confirm how loved the brand is by parents and children.

Original Brochure pic: 20 years ago, Andy Fensom’s daughter enjoyed being among the first to ride in an Out ’n’ about’ jogger in the UK!

“It doesn’t seem 5 minutes since I was pushing my own children around in one of our early models. They were the inspiration for Out’n’About. It is very rewarding knowing that hundreds of thousands of parents and children have enjoyed using our products over the years. It is incredible to see the products we have designed and adapted since the first Nipper was launched, helping families to keep enjoying their lifestyle, whether they want to enjoy off-road walking, jogging or just a lightweight buggy that’s so easy to use. We receive fantastic customer reviews and you only have to take a look at our social media pages to see the numerous photos we receive of the Nipper being enjoyed in various destinations by many families. A big thank you also to the retailers who stock and sell our brand, many of whom have been customers for many years.

How the retail environment has changed over the years!

We recognise that it is a hard time for many of you at the moment.

We really couldn’t have achieved all of this without the dedicated team of hard working staff we are so lucky to have at Out’n’About. We will be celebrating this great milestone together as soon as we can!

Here’s to the next 20 years…………….!”

Andy Fensom Company Director Tel: 01234 344230 Email: info@outnabout.com www.outnabout.com

20 Years Enjoying the journey YEARS

TH E AWARD WI N N I N G N I P P E R R AN G E

www.outnabout.com

/outnaboutuk

/OutnAbout360

@OutnAbout_UK

nursery matters JOHN BARKER Image source: pexels.com

Barking Mad

john@pramland.co.uk

Pramland’s John Barker is taking a look back at 2020 and giving his awards for various categories that he considered to have been the best during last year.

A

nd there you go. . .a month of Lockdown 3 completed and we are still sat here wondering when we’ll be able to welcome parents to be back in to our stores. Following the most recent government announcement it is looking more likely we’ll remain closed for the duration of February and possibly a good chunk of March too.

Huge stock issues caused by problems with global shipping off the back of Coronavirus have made way to new headlines involving the UK’s exit from Europe. As a result of our exit from the EU chaos has ensued at the docks and we are once again being impacted by stock issues that threaten all our reputations.

I (like many of you) am feeling the mental strain of another prolonged closure made worse by stock issues, so I thought this month I would forget all about Lockdown and Covid-19. I thought I would use this time to look back at 2020 and discuss some of the good things that happened. I know it’s possibly a little late for a “best of 2020” article but I think you’ll forgive the delay considering recent events. I only want to award for very select number of points but I hope you agree with them. So, without any more hesitation let’s crack on and look at my first best of for 2020.

pleases me greatly to say that all the suppliers in our industry really stepped up in 2020 to support us indies during Lockdowns 1 & 2. Drop shipping and regular zoom calls meant that we never felt isolated from our brands. But for me, who and which brand excelled? Well, lets head to the podiums and see who can give themselves a big pat on the back!

Best Lockdown Service:

Gold – Salvatore Greenwood (Mamas & Papas) There’s meeting the needs of your

We all have good and bad experiences from suppliers from this past year. It

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Bronze – Sean Conopo (Joolz) 2020 was a tricky year for any team, but the reason I mention Sean is that for the best part of 2020 Sean has been a one man brand! Despite the fact he covers the length and breadth of the country on his own he has continued to offer the level of service other brands could only hope to offer.

On top of this he has continued to support us with drop shipping and some fantastic promotional deals. He even finds time to call just for a chat about the football or hot topic of the day! Well done Sean!

Silver – Dave Brown (BabyStyle) If anyone deserve a big up for 2020 Dave does. In the face of some exceptionally difficult odds Dave has excelled. The best way to sum up Dave’s service is to say if he can help, he will help! Dave is a true credit to BabyStyle and I look forward to another year of working with him.

customers then there’s going above and beyond and in 2020 Salvatore did this week after week. Always a true gentleman and professional. I cannot count the amount of times his amazing service rescued me last year.

Even when other brands let me down Salvatore stepped up to assist my customers and I. His dedication to us has blown me away and I cannot thank him enough. Well done Salvatore and THANK YOU!

Best Social Media Presence: Over the past year we have all become very reliant upon social media and I have enjoyed seeing some truly inventive uses over the past year. From engaging videos and posts to supportive sharing, social media is now an essential business tool. Lets look at who I think has excelled at this last year.

Bronze – Cosatto During Lockdown 1 the Cosatto team not only encouraged consumers to support their local independent nursery store but they also used Facebook to create some fantastic videos. From product demonstrations to good solid promotional activity Cosatto really gave parents to be a reason to pick their brand and products.

Silver – Mamas & Papas Social Media Team Always active on social media Mamas & Papas content is entertaining and

engaging. It’s inspirational and makes me want to constantly raise my own game. But without a doubt the runaway success has to be that man again! Yes Salvatore and his hugely successful Ocarro one hand fold TikTok. . . . With over 103k views that is one TikTok that cannot be ignored – I’m also really jealous that none of mine have ever hit those numbers.

Gold – John Mason, Premier Baby John has fully embraced the have a go approach to social media. He is very active and is brilliant in front of the camera with his fantastic Facebook videos. I am sure John will be reaping huge rewards off the back of his hard work. Well done John! You are a credit to us indies and anyone reading this that hasn’t already followed your Facebook page should do so - I guarantee they will be inspired. I really love the professionalism he shows throughout, anyone that’s met John will no doubt find themselves thinking who is this guy and what’s he done with the real John? Great work John, YOU DA MAN!

Product Of The Year:

Despite lockdown, 2020 saw lots of new products in our industry, it also saw some firm favourites going from strength to strength. This category is my nod to those products that, new or old, have performed well for us in the face of some tough times, or are showing signs that despite being new will be top performers once customers can start visiting us again.

Bronze – The Oyster 3 from BabyStyle This has continued to be a top performer not only for us but for all those that stock it. A fantastic bundle at a customer pleasing price. Stock issues at the end of the year caused headaches but BabyStyle managed to steer the ship through rocky waters and those issues seem to be behind them now. . . .meaning 2021 could and should be another record year for Oyster 3 sales.

Silver – Mamas & Papas Atlas 3pc (Nimbus) If you stock furniture you need the Atlas. The perfect set of furniture at the perfect price. Once again, stock issues caused headaches but M&P have managed to get back on top of this and the Atlas is set to have another amazing year thanks to the addition of an all new grey finish. Don’t stock this?

What you waiting for? You will not regret it.

market dominated by £199 CabrioFix bundles. In reality the customers just fall in love with each and every feature making it the bestselling car seat we have ever stocked.

Things That I’ll Never Forget About 2020 In The Nursery Industry:

2020 saw us all miss out on a number of things, from spending time with friends and family to holidays and being able to go shopping without a mask on. Here’s my top 3 things that I’ll never forget about 2020.

Bronze – Stock Issues – Where to begin?

Every brand had their issues and every brand dealt with them differently. We all had many a sleepless night worrying about calling customers to inform them of another delay. As 2020 made way for the new year and Brexit took hold of the ports, I was worried we would see a return to stock issues but luckily they have been remote and isolated, phew!

Huge stock issues caused by problems with global shipping off the back of Coronavirus have made way to new headlines involvin g the UK’s exit from Europe again it took some real adjusting to. I won’t say I miss those long, lonely days (after all they are back again) but I am really looking forward to seeing people again.

Gold – NSG How can the NSG not be my Gold award winner? Even Wall St doesn’t see that much stock traded on a single day! Stock was getting bought and sold left, right and centre and it was done purely to support each other. Stock delay? Head to the NSG and no doubt one of those wonderful people will help you out.

Well done to everyone, from the admins to each person that helped a fellow store out. You guys are the reason the nursery industry is such a great one to work in.

Gold – Cybex Cloud Z What can I say about the Cloud Z that hasn’t already been said? Has there Silver – A lonely store ever been a product that ticks the Spending day after day in the store customers boxes more than this? alone was the oddest experience. Both Honourable Mention: When it first launched we all thought a little depressing and nice at the same Appointments £400+ for a car seat and base would time. Once the staff returned, and the When we managed to stay open we make it a tough sell, especially in a customers started to descend on us DL B17B)HEUXDU\B B [ PPB7RUVWHQ SGI

all did so with appointments and it would appear we all loved them. If anything remains from 2020 I do sincerely hope that appointments are here to stay. They offer a lovely way for us to interact with our customers and in turn they responded with orders. . . lots of orders!

So there you go, my little award ceremony is done. I’m sure each and every one of you will have your own winners. . . .why not get in touch with them and tell them?

We are all very quick to jump on the phone to complain if a delivery is late or a product breaks and we get no assistance. Think how happy you’d be if someone called you and said “thanks for everything you’ve done, we really, really appreciate it”.

Until next time – stay safe.

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nursery today 37

supplier snapshot This month we talk to some of the industry’s finest about how they are operating online and assisting retailers via virtual showrooms, POS and promotional activity.

Marc Kelly

Luke Burns GENERAL MANAGER, CYBEX

Virtual showrooms appear to be on the rise, is this something that you are currently running or thinking about for in the future?

MANAGING DIRECTOR - CUDDLECO Virtual showrooms appear to be on the rise, is this something that you are currently running or thinking about for in the future? Yes, we are completely re-building our showroom in Manchester so we can present more effectively over video calls, this includes customer training, range presentation and customer service advice. We are pulling down our standard wall displays and creating larger rooms set’s. We have all learned to embrace the “zoom” or “teams” call, its never the same as a face to face meeting but it has been a fantastic medium for keeping in touch.

How are you currently supporting retailers with regard to either online content or POS material?

We have created a brand new e-catalogue detailing all our range so it can be easily browsed, there is a brand new product launch with Troll nursery, new moses basket ranges, Childhome nursery accessories, Doona and Cuddleco furniture. We have also just finished re-structuring our central DC to offer dropship on the vast majority of our complete range to help support those independents who have a website but can’t keep their store or warehouse open, just contact our sales team on sales@cuddleco.co.uk.

Are you running any specific offers or promotions that retailers should be aware of?

Yes we are currently running a promotion on our Aylesbury furniture range which has seen a fantastic uplift in sales across January, and we currently have a doona promotion available with the All Day Bag. Stock availability is high with us having over 96% of all ranges currently in stock.

Virtual showrooms are the perfect way to showcase our products and services. They’re a great way to reach retailers or the media particularly during a lockdown!

Last year we hosted our open house digital event at the CYBEX headquarters in Bayreuth, Germany. The event was designed for the trade and consumer media, providing them with an introduction to the brand and the team at our head office.

Our guests were given an exclusive first look as we revealed the new collections and took them around the product showroom.

They also had a tour of the CYBEX campus and the crash test facility where our car seats are put through rigorous trials.

We hope to revisit this virtual concept for 2021 as it is an easy and efficient way to engage with our retailers and target media.

Having said that nothing beats meeting in person and we’re looking forward to the days of physical events in the not too distant future!

How are you currently supporting retailers with regard to either online content or POS material?

Our recently launched CYBEX digital training academy is a valuable resource for our retailers particularly whilst we are unable to meet their sales teams face to face. With all the latest product information and demonstration videos, the platform is a great support for retailers particularly as they continue to adapt their online offering. Their teams can also take part in online training ensuring their product knowledge remains up to date.

We also have a robust paid social media strategy in place to support retailers and drive traffic to their e commerce sites. This is particularly critical whilst stores remain closed and the purchase of nursery products is predominantly taking place online.

Eric White

MANAGING DIRECTOR, EAST COAST NURSERY

Virtual showrooms appear to be on the rise, is this something that you are currently running or thinking about for in the future?

For sure virtual tours is something we are considering for the future ways of working and we believe that this will be necessary to continue in the “new normal”.

How are you currently supporting retailers with regard to either online content or POS material?

This is an area where we are currently supporting retailers with additional online content and more and improved POS material to keep our products in the forefront - we are looking to increase this for the future.

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Are you running any specific offers or promotions that retailers should be aware of?

We continue monthly promotional lines, we are offering to retailers on East Coast furniture, bedding, toys, changing mats and Bebecar which we send out to our current retailers. Bebecar have just launched the new Pack V Cross on the new Sport Collection fabrics and any retailer who purchase a shop floor display will receive a FOC bag offer for this range in February. Please contact us if more information is required.

Consumer insights:

FANFINDERS

How to fight rising acquisition costs when you scale In his latest column, FanFinders’ CCO Adam Gillett gives us the lowdown on how brands in the baby sector can set about solving the inverse relationship between scale and cost when marketing to consumers.

W

hen it comes to plans for objective is to scale a lead-generation scaling, the default go-to or customer acquisition program over for many, in our a sustained period, that’s where industry and beyond, partner networks can help. remains the likes of Google and Facebook. I would argue that this is Scaling with partcommonly understood – perhaps more ner networks so in the US – and it’s difficult to get When it comes to any form of away from the ‘big guys’. performance marketing and However, if we consider more advertising, the crux is to find the most traditional methods of reaching consumers efficient way to do something, based on via space in magazines, web banners and how much you’re spending and essentially other people’s inventory, the conversion rate. contrast to now is stark. You can forget For any objectives, the maths are the bulk-buying in advance and getting discounts for series bookings or larger commitments.

When it comes to any In programmatic marketing, the more scale form of performance you want, the more it’s marketing and going to cost you per advertising, the crux is person, all the way up. Lets say you want 1000 to find the most efficient customers and it costs you way to do something, £5. Then, you want 5,000 based on how much customers in the next period; each of those you’re spending and customers is going to cost conversion rate. you say 2x what they cost before, because you have to compete and bid for space. same. How much are you paying per The pandemic has only stimulated customer? What scale are you getting? this competition. How many At what cost is it converting? And, if companies are now advertising online? you’re a brand who wants reach and They are bidding and competing for engagement, this could be how many the same people, because everyone is people are opening your emails or now in the digital space and not percentage of views that turn into clicks. focused on the high street.

Whatever your costs may be, at some What this all means for your funnel, point in that funnel those costs will which encompasses your reach, leads, multiply with scale and you don’t want conversion to customer – and your to end up in a race to the bottom on metrics could be anything from advert ROI. It also takes a serious amount of views, clicks to landing pages, email time and resources to run scalable opens and clicks, is that regardless of campaigns and social. which stage you’re entering, it’s going With partner networks and affiliates, to cost you more money as you scale. you can fix your costs and add The traditional media buying system flexibility. This could depend on has been reversed. different metrics such as customer With how the ‘big guys’ are setup, it quality, life-time value, average basket will not be long until that inverse size or average order value. relationship pushes your budgets By fixing your costs, you can pay completely out of sync. If your

“

people who provide more value, more money. Or pay weaker performers less money. And you can also negotiate on those fixed rates – which is a leverage that doesn’t exist with the ‘big guys’.

At FanFinders, we insert ourselves at various different points of the funnel.

We’ve all seen those nice diagrams showing the various stages; and we’re involved from the top with 1st party lead generation all the way down to delivering new customers or subscribers, all with ‘guaranteed cost per’, which is designed to de-risk partner marketing programs.

Connecting with customers before they’re customers

Another evolution, which has gathered more momentum during the pandemic, is that more and more brands are looking to accelerate into the ‘pre-customer’ acquisition space and build up their own database at scale. Doing this is incredibly useful when it comes to events like Black Friday and Christmas where dealing with the Duopoly could be double the price due to competition than in

Q1-Q3. Marketing in Q4 is incredibly expensive because of how the algorithms work, so if you own your database, you remove the need to compete on price when everyone else has to.

Using email programmes, competition or online discount codes, the aim is to intercept someone prior to becoming a customer, then market to them from that stage onwards.

Acquiring people way before the purchase point and using data to convert them into customers is far more efficient and cost-effective.

Diversification and looking at other ways to support your scaling objectives will be crucial. As an example, you might have 2,000 partners and only 5 -10 generating around 90% of the bulk, because they sit in your specific niche, this is entirely normal.

If you set about developing your own database over the coming years, you will be able to avoid having to rinse and repeat, targeting the same people via social platforms and paying for the same reach to get conversions. What’s better than marketing directly to your potential customers and taking financial control of your pathway to growth?

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. With over 3 million members, our network covers over 80% of the UK baby market. Visit fanfinders.com.

For more information on FanFinders and the consumer insight they can offer, call: 0203 808 3011 or visit www.fanfinders.com nursery today

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Image source pexels.com

focus ECO

pexels.com

Mother earth

The tide has turned and we are seeing an increase in consumer demand for products that come from ethical and environmentally friendly sources.

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co Friendly products are growing in popularity, with consumers taking a closer look at products that provide a more sustainable world for their children.

Manufacturers and suppliers have really stepped up to the plate and we can now find many products that have a more ethical approach, whether it be the wood used in toys and furniture, reusable nappies, skincare products, fabrics and even the chassis in wheeled goods!

The use of bamboo, organic cotton, recycled plastics, FSC certified wood, skincare products that contain no nasty chemicals and the increase in natural rubbers in pacifiers, teats and even toys has never been so easy to find when it comes to baby products!

Of course, it’s not just the products, we are also finding more brands turning to the packaging that they use and even their own carbon footprints.

This is a growing category and long may it last with products available from sustainable sources that don’t ‘cost the earth’!

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Natural support At Mother&Baby, they have combined all their experience with the purest of natural fibres to create the Pure and Organic Gold Mattress.

This mattress is dual-sided for longevity and support as baby develops and grows, and provides a combination of herringbone organic cotton, natural coir, natural latex, pocket springs, and pure lambswool to give peace of mind and baby a good night’s sleep.

The Mother&Baby Gold Collection of Nursing/Maternity pillows and muslin squares is made with beautifully soft certified organic cotton which is grown ethically, without harsh fertilisers and no nasty chemicals used in the processing. The full range can support new mums and mums to be with sleeping, feeding and cleaning up!

0161 702 5062 | sales@cuddleco.co.uk www.cuddleco.co.uk

Ethical clothing Meaning fruits of the earth in Latin, Frugi is an ethical, organic children and baby clothing company known for their vibrant colours and playful characters.

Made from GOTS certified organic cotton, the adorable My First Frugi range for tiny baby to 12 months offers the softest pieces for baby’s delicate skin in a sweet unisex Runner Duck print. With clever design details like easy fastenings to cosy integrated scratch mitts, finding the right outfit for your little one is a doddle.

Frugi are proud to do things right by parents, babies, children, and our planet and invites parents to feel the Frugi in every thread.

www.welovefrugi.com

m

Eco wipe solution What changes would you make to become more eco-friendly?

One of the easiest swaps is to use washable re-usable wipes. This simple switch can reduce waste, pollution and save money.

MuslinZ range of products includes 50% bamboo – 50% cotton Terry reusable wipes, 30cm muslin cloths – and double layer MuslinZ wash cloths. Low cost and perfect to use for the whole family, not just baby!

01295 810008 | sales@merrygorounduk.co.uk www.merrygorounduk.co.uk

Sleep tight baby Purflo’s The Sleep Tight Baby Bed is 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).

www.purflo.com

Eco friendly fashion Zipster: The new bamboo clothing brand set to take the baby fashion market by storm With their buttery softness, kooky prints, and a carefully constructed two-way zip, Zipster launched its unique bamboo baby grows and accessories in the UK on February 1st.

Zipster will be offering parents and guardians unbelievably soft baby clothing that is constructed from 95% bamboo, a material that offers ultimate comfort for babies, as well as thermoregulatory and moisture-managing properties for inevitable spillages and dribbles. The Zipster rompers will also include a handy two-way zip, meaning changing babies’ nappies has never been easier.

With each piece designed in-house in the heart of Amsterdam, Zipster’s innovative designs have amassed praise from the fashion-forward and eco-conscious alike, with unique, colourful prints on offer for children aged 0-2 years, leading to the brand being lauded as an all-rounder in comfort, style and sustainability.

The Zipster rompers prove to be kind to the planet thanks to the brand’s use of bamboo, a fast-growing plant with no need of toxic pesticides during production. Zipster is also vowing to donate every returned item to women’s-and-children’s charities. With 85% of all textiles ending up in landfills, it’s a promise that will have lasting impacts on our planet should other brands follow suit. Parents can simply send their Zipsters back free-of-charge to be reused.

www.zipsterbaby.com nursery today

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BPA

notice board Is remote working the future?

Robert Anslow M anaging Director

The COVID pandemic changed the lives of people around the world in 2020; and whilst ‘home working’ was once dangled like a carrot by employers as a perk, for the majority it has now become the norm.

An article in Forbes estimates that by 2025, 70% of all workforce will be working remotely at least five days a month; and the percentage of employees permanently working from home is expected to double by 2021 – this latter statistic echoed in a survey conducted by the Enterprise Technology Research (ETR). Another Gartner CFO survey revealed that over two-thirds of companies plan to permanently shift employees to remote work after the Covid crisis ends. Big companies are already paving the way – Twitter, based in San Francisco, told employees in May that they can now work from home indefinitely; and around the same time, Square also announced indefinite home-working even after offices reopen.

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Ensure your business can compete With more sales being transacted online than ever before, ensuring that your business can compete in the marketplace is vital. New and fresh ways to promote your products, protecting your sales platforms and ensuring your business can react quickly and efficiently to increase sales is crucial, especially during these already challenging times.

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Remote working will mean reduced office space requirements and rather than permanent individual desks; collaborative meeting spaces for team building and project meetings are likely to become the norm, whilst individual work will be carried out at home.

Performance management will change considerably and there will probably be an increased focus on work completed, rather than actual hours worked. Continuous feedback will become essential rather than an annual job review, as managers encourage employees to navigate their job responsibilities and meet performance expectations. Some may adopt remote employment management tools; and measuring how goals are set and measured will be vital in the management of remote working teams. Where money might be saved on office space, investment in cybersecurity will be vital. Organisations will need to think strategically about how best to protect workers, data and equipment and securing a remote workforce requires a different approach and wider possibilities of data breaches.

How 2020 changed our spending habits With a total change of lifestyle, it’s hardly surprising that our spending habits have changed considerably in the last year. Virgin Money recently published an article describing the major changes it has seen in the last 12 months: ■

We’re using less cash The use of physical money was already decreasing before we were all locked down, but COVID has sped things up. Many retailers have signs saying that contactless cards are preferred payment methods and at the time of writing this article the Financial Conduct Authority (FCA) was consulting on changing the single payment contactless limit to £100.

Virgin Money data shows that the number of ATM withdrawals is down nearly 70 percent post lockdown – but people are obviously ‘stocking’ money up as the amount withdrawn overall increased by 16 percent.

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We’re wasting less food Earlier in the year a food campaign estimated that average families with children wasted £700 a year throwing away food that could have been eaten. Lockdown has changed this, and new habits include making smaller meals, throwing away less and even ignoring ‘best before’ labels.

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We’re shopping online even more Hardly surprising - but Virgin Money data suggests that while physical shops are closed, we are spending even more, and ecommerce transactions have increased by around 10 percent. The worry is that if this form of shopping continues to be the norm, it will be increasingly harder for the high street to recover.

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We are spending more on alcohol Pubs and bars may be closed, but Brits are inventive and continue to drink and socialise with friends online with pub quizzes and zoom parties. One in five drinkers say they are consuming more alcohol and it is warned that extra drinking could lead to problematic habits – as well as ramping up the household spending.

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We are spending more on health and fitness Interestingly, whilst we are drinking more, some are also using lockdown to increase their fitness levels and research carried out by Reboot Online Marketing Agency suggests that online searches to ‘rent gym equipment’ are up by an incredible 3,600 percent! Searches for ‘online yoga’ are up 800 percent; and ‘home workout’ up by 700 percent. Virgin Money analysis shows online spending on wellbeing is up by 41 percent.

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We are spending huge amounts more on our homes Maybe because we are all at home so much and want to make it as pleasant as possible – or looking for DIY projects to keep us amused – Virgin Money data shows an increase of 84 percent in customers shopping online for home materials.

Help and support for your business Don’t forget, if you are a Baby Products Association member, you have a number of free and reduced cost business services available to you from HR and health & safety advice to legal, testing and marketing services.

Visit the website at www.b-p-a.org and login to the member’s area for full details.

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New Hauck Runner 2

The perfect stroller to beat the lock down blues. Discover the outside world with our all-terrain stroller, the Hauck Runner 2.

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