Nursery Today February 2023

FEBRUARY 2023 ISSUE 5 VOLUME 25

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from waste to wonder We’re turning trash to threads with the Joie Cycle collection. Featuring fabrics made from recycled bottles, our environmentally friendly line weaves eco-consciousness into everyday life with baby.

recycled fabrics

new/available spring 2023 For more info and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

mytrax™

i-Spin 360™

i-Trillo™

versatrax™ trio

contents

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Re g ul a r s

News 6 file Retailer Pro 12 s New Product 39 s aby Product 42 The B Association

the team

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Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Contributors

Production Director Paul Naish paul@lemapublishing.co.uk

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Barking Mad

Pramland’s John Barker takes a look at floorspace and gives his advice on how you can best manage this with brands that perform well for your business.

Production Rick Vickers rick@lemapublishing.co.uk

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Managing Director

Retail Matters

Mark Naish mark@lemapublishing.co.uk

Online4baby’s Managing Director takes an overview of the plans for the business moving forward in 2023.

Chairman

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Malcolm Naish malcolm@lemapublishing.co.uk

Retailer Opinion

Jolly Tots Managing Director Lorretta Owen shares her time with other like-minded nursery retailers while visiting Venicci HQ in Poland.

Circulation Robert Thomas robert@lemapublishing.co.uk

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FanFinders

CCO and co-founder Adam Gillett discusses the results of their latest surveys on the cost of living crisis.

Features 14 24

Bathtime & Accessories Nappies & Toilet Training

Cover Story 10

Lema Publishing Ltd

Snüz

The understanding that a good night’s sleep impacts the happiness of a parent and child is at the very heart of everything team Snüz create – turn to our cover story for more information.

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

www.nurserytoday.co.uk

Product Spotlight 32 36

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Premature Baby Items Swaddles

Interview

34 Mayborn Group (the home of Tommee Tippee)

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

W

elcome to the February issue – which is also the month of ‘amore’!

It did get me thinking, am I the result of a Valentine’s Day conception with a November birthday? Data back in 2015 did show an increase in birth rates during late September early November following Valentine’s Day that year – so it is possible! Can we expect to see a further spike this year during those months?

So, it got me thinking and ‘googling’ and taking a look back over information available that relates to Valentine’s Day conception rates and I found that in 2015 figures from NHS England revealed there was a 5% rise in conceptions around Valentine’s Day of that year.

According to these 2015 figures that were analysed for the first time, there were 16,263 babies conceived in the week of Valentine’s Day, up on an average of 15,427 each week.

Another 16,344 were conceived the following week meaning that it is possible that Valentine’s Day is second only to Christmas for the number of women becoming pregnant.

While on the subject of birth rates, and interesting when we consider the above information, for the first time since 2015 the number of live births in England and Wales given by the ONS increased annually. In 2021, there were 624,828 live births, an increase of 1.8% compared with 2020 (613,936).

Therefore, my question to all you retailers out there is do you notice any spike in expectant parents coming into your store or browsing through your websites within the three months (or slightly earlier) following Valentine’s Day and perhaps also experience a solid increase in purchasing products in readiness for their new arrival which would be due late September early November.

Oh and by the way, my mother was very coy in her response of when I was conceived – she neither confirmed nor denied!

So now to take a look at this issue. We highlight a number of product categories, including bathtime essentials, nappies and toilet training items, while also shining the light on Swaddles and items for premature babies.

Our contributors have also penned articles of interest, with Pramland’s John Barker giving advice on how to best manage your floor space while over at FanFinders (Your Baby Club) their CCO and co-founder

Tewkesbury and quite a number of those taking part stay over to enjoy the day. It is a real industry get together and the golf is played in a most relaxed atmosphere.

It is the only industry golf day in the Nursery calendar with some amazing cups and trophies to be won, including the team four-ball BabyStyle trophy and the JMDA cup Including a morning nine-hole

Want to make a splash? Check out our Bathtime feature starting on page 14.

Get to the bottom of it with our Nappy and Toilet Training feature starting over on page 24.

Adam Gillett discusses the results of their latest surveys on the cost-of-living crisis and ties together the themes of support that parents are craving from brands.

You will also have spotted that our cover hero this month is Snüz. This iconic, trusted and much-loved co-sleeper has been used by over half a million parents globally and has quite the wall of fame when it comes to celebrity fans, including Lucy Mecklenburgh, Alex Jones, Helen Skelton, and Giovanna Fletcher to name a few. Simply turn to page 10 to read more!

On a final note, if you’ve not considered it before and fancy finding your ‘swing’, why not check out our Annual Golf Day. The 23rd Nursery Today Golf Day is set to take place on the Tuesday the 4th Ju;y at Puckrup Hall. This is a Hilton Hotel course not far from 4

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Texas Scramble followed by lunch and the afternoon round for the main prizes. A barbeque presentation dinner follows with the event normally over by around 8.30pm. Everyone is welcome to join in this fantastic networking and fun memorable day. Cost per player is £110. Finally, with all the worries of the day that beset our country currently, a day spent on the golf course with industry friends makes a welcome day out.

Simply contact Malcolm (Bubba) Naish to find out more: malcolm@lemapublishing.co.uk

The Nursery Today Golf Day 4th July 2023 INCLUDING THE NEW CHALLENGE CUP PROVIDED

BY BABYSTYLE TO CELEBRATE THE 23rd YEAR OF THE NURSERY TODAY GOLF DAY

With 5 trophies up for winning, plus nearest the pin in one and two plus the longest drive. The Nursery Today golf day is a fun golf day for all golfers good or very average (that’s me), all are welcome. The morning nine hole Texas Scramble begins the day, followed by lunch, The afternoon round includes the team four-ball BabyStyle trophy – a handsome trophy held for a year by the winning team and won in 2022 by CuddleCo. JMDA supply the trophy for our Yellow Ball competition won last year

by BabyStyle. For the less gifted golfers we also have a cup for the 24-28 handicap golfers.

A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time.

Whilst most teams come as team four-balls, individual golfers are very welcome.

Any team/player NOT staying for the presentation will not receive any prizes they might have won had they stayed.

Cost £110

For full details contact Malcolm Naish on 0788 9991513 or email malcolm@lemapublishing.co.uk to book your team’s place.

news

Sponsored by

Nursery Today to launch

new eco supplement With all eyes on the future, Nursery Today is set to launch a new Eco-Friendly & Sustainable nursery product focussed supplement.

This new supplement will be brought to you by Nursery Today and will be sectioned to reflect products across a variety of nursery categories including: • Nursery Furniture • Wheeled Goods • Car Seats • Nappies • Skincare • Toys • Sleeptime (including bedding/mattresses) • Feeding & Weaning Also featuring Retailer and Supplier comments, articles of interest and more!

If you are an eco-conscious brand setting the green standard of the future, contact Christine Contreras to find out how you can get involved.

Tel: +44 (0) 7764 154350 christine@lemapublishing.co.uk If you are a retailer and would like to get involved, contact the Editor, Penny Franks who would love to hear from you. Email: penny@lemapublishing.co.uk

iCandy launches into

Mamas & Papas

iCandy is delighted to announce their recent launch into awardwinning retailer, Mamas & Papas.

With decades of experience in the nursery industry between them, iCandy couldn’t be prouder to showcase a selection of their range of luxury pushchairs in the majority of Mamas & Papas’ much-loved stores and concessions across the UK and online from the 23rd January 2023.

Martin Boyle, Managing Director of iCandy, says: “We’re thrilled to be launching into Mamas & Papas for the very first time. As one of the most trusted and forward-thinking retailers within the nursery industry, we know that the team at Mamas & Papas possess a true understanding of their end consumer. With the heart of both businesses firmly rooted in proud British design, this launch feels like a natural progression for iCandy, enhancing our incredible existing network of loyal retailers, and increasing customer touchpoints throughout the UK. We are truly excited for Mamas & Papas to become a part of our extended iCandy family.”

Nathan Williams, Chief Executive Officer at Mamas & Papas, says: “As a much-loved brand with a strong British heritage similar to our own, we’re delighted to welcome iCandy to Mamas & Papas. iCandy is a brand our customers ask for and we are excited to be able to give our customers the products and choice they desire, delivered by the guidance and support of our expert colleagues. As well as being available online, parents-to-be and their families will be able to try out the iCandy range for themselves in more than 50 of our stores and concessions.”

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Online4baby boss shortlisted for business accolade

Christy Foster has been shortlisted for the outstanding entrepreneur prize at the awards, which will be presented at a gala dinner at Manchester Central on Monday, March 20.

The awards – in their seventh year – honour trailblazing women across the region, celebrating their talent and resilience in a variety of fields.

The outstanding entrepreneur category recognises women who are driven by their desire to grow and develop their organisation while having a positive impact on their sector or community. This year’s awards received a recordbreaking 1,500 nominations across all categories.

Christy’s place on the Northern Power Women Awards shortlist is the latest honour for herself and the business in recent months.

She was a northern regional winner and national finalist in the 2022 EY Entrepreneur of the Year competition, and Online4baby was crowned business of the year at the 2022 Oldham Business Awards for companies with turnover of over £5m.

Christy said: “I’m immensely proud to be shortlisted for the outstanding entrepreneur award and am very excited for the ceremony.

“I’m incredibly passionate about giving people a fair chance at success, regardless of their gender, ethnicity, sexuality or background and, being a working mum myself, I’m committed to supporting other working parents.

“At Online4baby, we have begun offering flexible working hours, more holidays and longer dinner hours, as well as providing free breakfast and lunch items for the team.

“I’m proud to be a female leader and have 50 per cent female representation at board level. I see it as my role to inspire other women to be strong and nurture their own talents. Winning the award would make me hugely proud on an individual level and would also reflect the achievements of colleagues across the business.”

www.online4baby.com

Four new partners for Elmer

Andersen Press, publishers of the popular picture book character, Elmer the Patchwork Elephant, has recently signed four partners to its growing licensing and brand extension programme.

The Puppet Company is launching Elmer hand puppets, Pawprint Family is creating badges and awards, publisher Immediate Media will create Elmer projects for their leading crafting titles and Kabode will collaborate on a special Elmer collection of infant bedding. These companies, alongside bags and aprons licensee, Petit Jour, will be launching brand new Elmer products in 2023.

The partnerships were brokered by licensing agency, Metrostar.

Paul Black, Brand Director at Andersen Press, comments: “2022 was a record sales year for Elmer books so it’s great to see Elmer licensing growing too. We’re on a mission to increase Elmer’s visibility and accessibility to all families so it’s especially exciting that Elmer products will be gracing so many new stands at the trade fairs in 2023.”

Claire Potter, Metrostar Founder, adds: “Our messaging is strongly focussed around Elmer’s core value of “inclusivity”. We’re finding it’s this, alongside his popularity and signature patchwork which is highly motivating to potential partners. It’s great to start the New Year with four new additions to our licensing family and as we head towards Elmer’s 35th anniversary in 2024, we’ll be announcing a number of further licenses and collaborations.”

news My Babiie launch

iSize Car Seats

iSize Extended Rear Facing Spin Car seat, suitable from birth right up to 150cm My Babiie have launched their new range of iSize car seats and we love their iSize Extended Rear Facing Spin Car seat which is suitable from birth right up to 150cm. This is an all stage car seat, it has been approved under standard ECE R129 i-Size to be used from birth right up to when your child is 150cm (approx 12 years).

This car seat can be used in the rear facing position from newborn up to 105 cm (birth to 4 years approx.) and then you can choose the forward-facing position if preferred when the child gets to 15 months+.

It has easy installation using Isofix and support leg, has side impact protection, a removable newborn insert and 5 recline positions. It is available in 3 stylish fashions; a sleek quilted black (with a Rose Gold support leg!), black and grey geometric print and a fun blush pink with rose gold metallic polka dots!

To find out more visit mybabiie.com or email hello@mybabiie.com BELBABY is looking for a UK

agent/distributor Brands: Jeux d’enfants Songes et Rigolades

Z

Z

Z

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Rockit is Now Rechargeable

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Contact tarik@belbaby.be / +32478725005

www.rockitrocker.com

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news

Sponsored by

Janod’s WWF Collection Let’s get together

is back for 2023 with Nuna Iconic French toy brand Janod, is delighted to announce that its iconic WWF collection will continue to be available into 2023… with firm favourites sticking around and some newness to unveil later in the year!

As part of its wider promise to help the planet, Janod is thrilled to continue its exclusive range of FSC certified wooden toys in collaboration with the biggest environmental organisation in the world, The World Wide Fund for nature.

The collection is bursting with stunning toys to inspire and engage the next generation of animal and nature lovers!

More than 30 fun-filled products make up this colourful and charming collection.

From animal and nature themed push along toys, to playful balancing games, each has been created using sustainable materials.

The whole collection is aimed at educating children aged 1-7+ years, on the importance of looking after the planet we live in. Not only that, but Janod has committed to donating a percentage of the proceeds from every WWF® product sold to support the actions of the remarkable NGO – it’s a partnership the brand is extremely proud of.

www.janod.com

Nuna has just announced the launch of the CUDL clik – the 4-in-1 ergonomic baby carrier.

Nuna’s CUDL clik provides the cuddly closeness and creates the hands-free freedom you need to enjoy those small everyday moments that become the big ones.

The ergonomic baby carrier features breathable mesh fabric and padded shoulder and waist straps and is designed to make babywearing cool and comfy for both parent and baby. The buckled waistband clicks together in a snap and is adjustable for parents of all sizes. It’s accented with a removable wristlet pouch for on-the-go essentials, so just like that you are ready for the day’s adventures.

Self-guiding magnetic buckles make securing baby in the carrier simple and safe. The attached hood shades baby, while the integrated breeze cover provides extra protection when out and about. The CUDL clik ergonomically adapts as your baby grows, so you can go about the day-to-day together.

The CUDL clik is available now in Caviar, Fog and Denim.

www.nunababy.eu/uk/

Heroes Mamas & Papas acquire Trunki

Heroes, a leading e-commerce company that acquires, operates, and scales baby, juvenile and maternity brands, has made its latest acquisition of the bestselling children’s travel brand Trunki.

Co-founded by three brothers during the pandemic, the entrepreneurs Alessio, Riccardo and Giancarlo Bruni set out to build a next-generation consumer brands platform with a core focus in baby, juvenile and maternity brands. The Group’s mission is to support and empower mothers and fathers throughout the journey of parenthood. Heroes can originate, diligence and complete transactions in as little as 30 days. In just over two years, Heroes has grown to over 35 brands and 120 employees spread across offices in London, Barcelona, Madrid, and Boulder. Through its in-house technology platform, the Group is able to operate across multiple geographies and channels, including online marketplaces, direct-to-consumer webshops and its global retail distribution network.

The addition of the Trunki brand further strengthens Heroes’ portfolio in the children’s travel market and taps into the recovery of airline travel following the COVID pandemic.

Through the acquisition, Heroes will support the brand’s growth, investing heavily in the North American market and further expansion in Europe, protecting Trunki’s core principles for quality, UK manufacturing and raising the bar for product accessibility.

Alessio & Riccardo Bruni, Heroes co-founders, said: “We are extremely excited for Trunki and the team to join the Heroes family and embark on the next journey together. The acquisition will further strengthen our core focus in the baby and children category and gives us further expansion into retails and worldwide distribution.

“Working closely with a renowned brand like Trunki is the next chapter in an exciting journey for us and sets the tone for what we hope to achieve with brands that will join the Heroes family in the future. Heroes was founded on a shared passion to make exciting and sustainable brands accessible to more parents around the world.”

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promotes Williams to CEO

Mamas & Papas has announced Chief Operating Officer Nathan Williams as its new Chief Executive Officer to lead the company’s next phase of growth, which it said would include expansion into new and existing international markets.

Current CEO Mark Saunders, who joined the business three years ago as Chief Transformation Officer, will become Executive Chairman.

Mr Williams joined Mamas & Papas in 2018 as Merchandise Director following senior merchandising roles at Very and Primark, becoming COO in 2020. Since then, he’s been a key figure in the company’s turnaround, leading its successful concession rollout with Next and Marks & Spencer in the UK, innovating its range and implementing the brand’s new ESG strategy.

Over the past three years, the business – which designs, wholesales and retails travel systems, nursery furniture and children’s clothing ranges – has reversed a £6m loss (ebitda) to profit of over £11m and grown sales from £95m to £126m in the year ending March 2022 as a result. It recently reported record Christmas trading figures, with sales up 16% in the eight weeks to 25th December as shoppers flocked to its stores during the retail sector’s crucial trading period.

The company already sells in over 30 overseas markets through a network of distributors, agents franchisees and licensing partners. Mr Williams said the business had a unique opportunity to accelerate its international presence thanks to its reputation as a premium, design-led brand with British heritage.

Cover Story SNÜZ

Snüz - Where Sleep Begins for Every Parent The understanding that a good night’s sleep impacts the happiness of a parent and child is at the very heart of everything team Snüz create and was an integral foundation in the development of the original bedside crib – the multi award-winning SnüzPod.

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he iconic, trusted and much-loved cosleeper has been used by over half a million parents globally and has quite the wall of fame when it comes to celebrity fans, including

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Lucy Mecklenburgh, Alex Jones, Helen Skelton, and Giovanna Fletcher to name a few.

Never resting on its laurels, Snüz has consistently reimagined and developed the SnüzPod – always ensuring it’s truly the highest standard bedside crib on the market.

Now in its 4th generation, the forwardthinking SnüzPod, is bursting with innovative sleep-inducing features and has safety at its core, being the first of its kind to be tested to meet the latest Bedside Crib Safety Standard, introduced in 2020.

Thanks to its innovative design, for six whole months, parents can feed, soothe, and be closer to their baby for a safe bonding experience. With dual-view mesh windows and a half-height zip-down wall for easy access, parents and carers can safely be by their side through every yawn, wiggle, gurgle and nap.

But, what has truly made SnüzPod such a success?

Head designer, Chloe Scott explains why she feels the SnüzPod is still the No 1 choice for parents looking for a bedside crib…

“Safety and innovation has always been at the heart of the product development and has ensured SnüzPod stands out in a growing category. Whether that’s meeting the latest safety standards, introducing a reflux tilt to help soothe baby’s symptoms, or the clever air permeable ComfortAir mesh liner we designed as part of the reinvented SnuzPod4 that helps regulate baby’s temperature – the product remains unique.

“Customers love our iconic silhouette and sleek Scandinavian design and it’s the unique features like the recognisable lift-off bassinet for use around the home that stand out from others on the market.

“We often hear that parents value the use of good quality materials that stand the test of time, favouring SnüzPod’s solid wood structure, over those on the market

with metal and fabric frames. On top of this we offer a range of colours to suit every home décor so the bonus of styling it into your bedroom and nursery is always key to the decision. First and foremost, we want to deliver the safest bedside crib, but adding the Snüz style is what makes the SnüzPod special.”

International growth…

The product has not only experienced phenomenal sales and interest in the UK with presence in multiple high street retailers and independent stores up and down the country, it has also garnered unrivalled interest abroad in Ireland, Europe, Asia, Middle East, Australia so far, with ambitious plans for expansion in 2023.

Thoughts from Product Director Paul Maurice: “SnüzPod was a brand-new product of its time, it pioneered a new category. Since then, we have constantly reinvented the design to drive the category to be its best with regards to innovation, safety and style. SnüzPod has truly established itself as a leading product, one parents trust and that we remain to this day extremely proud of.”

Pioneering great designs…

Thanks to its iconic designs, unrivalled features, attention to detail and meticulous safety standards, Snüz has carved itself as leaders within the baby sleep category. Pioneering a new category in its time made the SnüzPod a game changer, but more recently the brand has reinforced its position as true innovators in the newborn sleep arena with the arrival of SnüzBaskit. In a matter of months, the striking reinvention of the traditional Moses basket has

generated significant interest and been a huge hit.

Bringing traditional comfort and portability into the modern world, the SnüzBaskit is bigger, stronger, and more breathable, than traditional Moses Baskets. Thanks to a unique blend of conventional and pioneering design features, Snüz have thoughtfully created an alternative and forwardthinking Moses Basket to support baby’s sleep in the early stages of development, from birth to 6 months.

Introducing KinderFelt and more…

The SnüzBaskit marked the arrival of an exclusive, responsibly sourced material developed especially for this new modern Moses basket.

Introducing KinderFelt; a stylish and soft to touch material that not only gives the Moses Basket a contemporary look but is certified free from over 100 harmful substances. It’s made from 100% recycled materials and is also quieter and lighter than traditional wicker and maize baskets.

Always designing innovatively, the unique mesh window means that the SnüzBaskit offers both visibility and enhanced airflow to help the baby to sleep comfortably. With air holes in the base and the use of breathable materials, this modern basket has safety at its core. Sold with a breathable 3D mesh mattress it helps to regulate temperature, while providing comfort and that all-important firm, flat sleep surface; it also comes with a machine-washable liner for ultimate convenience.

Snuzing in style

Like with every Snüz product after safety and function, style is always considered. Truly striking in appearance, the SnüzBaskit is at home in any space.

The versatile Moses Basket is available in a charcoal or light grey option, with a natural or dove grey stand. The super-soft, washable, basket liners (available separately) ensure families can match the SnüzBaskit to their bedroom and nursery style, while keeping baby’s comfort as a top priority. It’s also 45% larger than traditional baskets, so baby can sleep soundly for longer.

Contact details - trade@greensheepgroup.com 01789 734 022 | https://www.snuz.co.uk nursery today

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retail THE HASTINGS BABY SHOP

The personal Left: Stacey, right: Gemma

touch

Nursery Today caught up with The Hastings Baby Shop Managers Gemma Wells and Stacey Hayler to find out more about this strong independent nursery retailer in the heart of Hastings.

How have you established yourselves as the ‘go to’ nursery retailer in your area?

We pride ourselves on exceptional one to one service in store. We find our customers like the personal service that a small independent provides, this has established us with a good reputation within a small town.

What are you currently doing as a store that sets you apart from your competitors?

We don’t really have any close Bricks and Mortar competitors, our biggest competition is and always will be the Internet.

We have so many benefits over the internet like boot checks for travel systems, loan pushchairs, one to one personal touches and better aftercare.

We just need customers to realise this.

We are also part of the AINR (association of independent nursery retailers) this gives us access to products not sold directly and gives us exclusivity to premium products in a certain radius.

This helps give us confidence in selling at RRP and maximising our margins.

As a business, how have you grown over the years?

We have grown our social media presence over the last few years which has grown our customer base. We have also moved to bigger premises in a more prominent position which has increased footfall.

Can you tell us a little about how you currently manage your floorspace?

Floorspace is always a challenge for us, we are constantly trying to make use of all the space available. We love our double height stands and slat wall to really maximise our space.

Since first opening what would you say has been your largest challenge and also what has been your biggest success?

The pandemic has probably been our biggest challenge but also our biggest 12

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We are always looking for new brands and products.

However online pricing is a big deciding factor for us as to whether it goes on the shop floor.

Also we need more shop floor discounts from suppliers to help support us. success. Learning new ways to run the shop without having a shop front or website, we completely relied on our social media presence and the community spirit of keeping things local.

With the cost-of-living crisis continuing have you noticed a change in the way your customers purchase nursery items?

We have noticed that a lot of customers are leaving it much later to purchase the big items and that the bottom to mid-range price points are becoming a lot more popular.

How is this also effecting your own business?

We have re-evaluated the items we have to keep in stock as customers who have left it later want to take on the day of purchase.

We have also had a big increase in our utility bills and delivery charges are always a challenge.

You currently don’t appear to have a website, does this effect how you drive footfall? Do you operate on any social media platforms to gain consumer awareness to your store?

Social media is a massive thing for us as we are not web based. That along with a good reputation and word of mouth work well for us.

With this being an incredibly emotive industry sector, how do you give your customers reassurance when placing orders with you?

Our long-standing reputation in a small town definitely helps reassure customers. We have found our customers since the pandemic are more trusting of shops than purchasing on the internet.

Are your customers brand focussed and how important are brand names to your business?

We have a real mix of customers being in a small deprived town. Some are

brand focused, others are all about the features of the products rather than solely brand. Many of ours are price driven.

Do you feel you are a specialist nursery retailer within a particular product category?

Travel systems are our bread and butter product. Customers want to try before they buy.

Are your customers seeking products that carry some level of ecocredentials?

We wouldn’t say its high on the majority of our customers priorities list but we will always promote these features during demonstrations

Do you feel that we have sufficient innovation and new product launches within our industry?

Yes, we feel the manufacturers are always striving for the next best thing and we love that!

Have you spotted any current consumer buying trends, or see any emerging trends on the horizon?

Beige, Beige and more Beige! We are finding a real move in trend from Grey to Beige.

How do you keep abreast of new products that might be of interest to your customers?

We are part of two nursery groups, the NSG & AINR so are in touch with

like-minded independent stores. A good working relationship with our reps and manufacturers is also important to us.

We would like to see more local roadshows like the maxi-cosi/BabyStyle from our manufacturers as it can be difficult to get to the ones based abroad.

Are you looking to onboard any new brands?

We are always looking for new brands and products. However online pricing is a big deciding factor for us as to whether it goes on the shop floor.

Also we need more shop floor discounts from suppliers to help support us.

Finally, is there any exciting news on the horizon that you would like to share with our readers?

Lots of new 2023 products due in soon which is always exciting and we are hoping for more exclusives throughout the year.

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Feature BATHTIME AND ACCESSORIES

Bathing in

success

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

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athtime products will always be purchased by parents as bathing a baby or toddler becomes an established daily routine.

Bathing a baby or toddler is a time for complete one to one interaction. This routine is also one that requires parents stay with their child and guarantees quality time between parent and infant.

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.

When we look at when new parents will invest or start to research items needed for bathtime, Shnuggle’s Head of Marketing, Lynsey Parkes feels that this is something that is considered prior to birth commenting: “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. Research begins from very early pregnancy and investment can really be any time – some parents will wait until the ‘big purchases’ are secured, other may wait for baby showers or some may be early planners. A baby bath is considered an essential so will be on the list of things to buy prior to baby being born.”

Toynamics UK & Ireland’s Head of Marketing Emma Damerell would agree commenting: “Parents start researching what they need when pregnant, and tend to invest in bath seats to have ready for when baby arrives. Our Skip Hop Moby Smart Sling 3-Stage Tub is a very popular product for first time parents; and our bathtime accessories, like Bath Rinsers, are a favourite gift at baby showers.”

Anxiety when first learning how to bathe baby can also be high with so many worries that surround this which is why we can see great product innovation within this category, with Lynsey stating: “Handling a newborn is always tinged with anxiety, especially for first time parents.

Bath-time in particular causes concern – even though baby has survived in fluid for 9 months, the fear of placing baby in the water is strong. Is the temperature right? is baby safe? will baby drown?

– all very common thoughts.

“We initially designed the Shnuggle Bath to take away as much of that worry as possible creating a ‘tub’ perfectly fitting for newborns with the extra 14

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security of our ‘Bum Bump’ which keeps babies in a safe position so parents feel more relaxed and bath-time is an enjoyable, fun experience. We are constantly being messaged by parents whose babies hated bath-time and it was a time of dread for all concerned. Then they switched to Shnuggle and it was giggles all the way!”

As an established brand within this sector we also asked Lynsey if they offer any advice or work with any other organisations/influencers/bloggers and if this adds an additional layer of consumer confidence? “Social media is a huge influential platform and is a big part 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.”

What about innovation, how does this impact this category and why is it important? Emma explained that for Toynamics, it is a focal point within their business commenting: “We’re always looking at what our customers need which helps shape the development of innovative new bathtime products.

For example, we’ve just launched a bathing seat that is suitable to be used in a sink, the Skip Hop Moby Softspot Sink Bather – it has multiple benefits, is super portable for travelling, and given the cost of living crisis bathing baby in the sink means little water is needed.”

Shnuggle as a business also views this is an important element with Lynsey telling us: “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 have significant innovative launches planned for 2023 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.”

One thing is for sure when we look at this category is that baby baths have always been popular choice. Emma confirms this stating: “There’s always steady growth in this category, and innovative new launches help drive this. For example, the Skip Hop 3 Stage Baby Bath Tub that grows with your child from newborn until 6 months, and we’re excited for the new Skip Hop Softspot Sink Bather.”

How does this category perform when we look at trends? Does this the growth in this sector rely on trends? “It’s really about making parenting easier and stress free as much as possible, so although the bath-time category isn’t necessarily trend based, there is a strong demand for products which offer a great solution for parents and allow baby to enjoy the bath-time experience, something we pride ourselves on offering at Shnuggle.” Said Lynsey. “We have seen significant growth for our bath product, in particular our Toddler Bath which saw terrific growth last year, so the demand to continue the standalone bath experience as baby grows up is high and certainly helps with water costs.”

There’s always steady growth in this category, and innovative new launches help drive this.

Emma Damerell, Toynanics UK & Ireland Of course Bath Toys are also a great way to upsell, we asked Emma what elements she feels parents look for when selecting items? “Quality products that will provide peace of mind and be safe for children to play with. Our stack and pour buckets are hugely popular and this is down to the simplicity of the toy, and the water play element that children love – we’ll be launching a refresh of character designs later in the year. Parents are looking for toys that will make the witching hour easier and enhance the experience for both parent and baby.”

Finally, we also asked both Emma and Lynsey what type of benefits retailers could gain by stocking products that fall within the bathtime category? “Baby baths are considered an essential so will be on the list of things parents will be looking for prior to baby’s arrival. It is important that parents are shown bath options when looking for the bigger purchases as it would be an easy add-on purchase which will benefit the retailer.” Said Lynsey.

With Emma adding: “Consumer demand for bathtime products makes them a great sales opportunity for retailers. A trusted brand with a selection of bestselling bathtime products is a sales driver, and will help keep parents in store shopping bathtime and across categories.”

Feature BATHTIME AND ACCESSORIES

Complete

the set For 25 years, Angelcare has been at the forefront of parents’ minds, setting the standard in the world’s best baby items.

Multi-awarded brand for hygiene, bath and safety baby equipment Angelcare is launching its new baby bathtub, which is suitable from birth to 12 months.

This bath perfectly completes the range of Angelcare bath products (including baby bath support, baby bath seat…).

Place your order via the below :

ordersuk@angelcaregroup.com

Small is beautiful A new edition to the bestselling Skip Hop Moby Collection is the Moby Softspot Sink Bather.

Perfectly sized to cradle newborns and infants, this plush and supportive sink bather is a must-have for baby’s first baths and suitable from 0-6 months.

With a soft terry surface and a padded whale tail to protect baby’s head, the cushion design is the perfect size to fit into bathroom and kitchen sinks.

The mesh base is designed to drain water quickly and the Velcro© strap makes it easy to hang dry.

Tel: 0116 478 5230 sales@toynamics.co.uk www.toynamics.com 16

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The

Bath and Change Time Range

“The perfect range for the perfect start. ”

Loved by new parents.

Contact: orla@shnuggle.co.uk or andrew@shnuggle.co.uk for further information Available at

shnuggle.com

Feature BATHTIME AND ACCESSORIES

Sense of calm with

Shnuggle

Creating the perfect pairing with both colour and a bath design which instils a sense of calm, confidence and connection for baby and parent, Shnuggle has embraced wellbeing tones by introducing both Taupe and Eucalyptus to the Bath Collection.

The wellbeing tones are a nod to the colour trends of creating warm cocooning spaces that feel intimate, inviting and familiar and moves subtly away from cooler greys, creating a timeless, stylish addition to any bath-time.

The multi-award winning Shnuggle Bath takes the stress out of bath time for babies and parents, creating a relaxing and fun bonding experience. Suitable from newborn, the clever bum bump helps you support even the tiniest baby in an upright position, offering a more enjoyable and comfortable bath-time for babies. The Shnuggle Baby Bath gives new mums and dads confidence and baby a comfy and cosy bath-time.

The Shnuggle Toddler Bath is the perfect follow-on from the baby bath. Designed for comfort by offering a padded backrest, grippy inside surface and natural sitting position, there is plenty of space to play and grow. Despite the generous size, the Toddler Bath is still lightweight and compact, fitting in most shower trays and baths as well as including a handy plug to empty and refresh the water. Sales and demand for the Toddler bath have grown year on year with parents loving the alternative to filling their main bath and how many time an water it saves.

Shnuggle pride themselves on being innovators in the bath time category and also on their exceptional consumer relations, constantly taking comments and feedback on board to further their development of both new and existing products along with extensive research into lifestyle, interiors and parenting trends. 2023 will see a new range of bath time products launching for Spring as well as a new baby bath colourway.

andrew@shnuggle.co.uk | orla@shnuggle.co.uk

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

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

CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABYWERELD N O R WAY B A B Y, H O B B Y & L E K E T ØY POLAND BRANŻA DZIECIĘCA S PA I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

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BCMI President Daniele Caroli caroli@danielecaroli.biz bcmi@babycaremagazines.com www.babycaremagazines.com

15.12.2022 09:34

The Alby Dresser classic and practical in a clean white finish 01692 408802

nursery@east-coast.co.uk

www.eastcoastnursery.co.uk

interview MAYBORN GROUP

Mayborn

Matters Nursery Today had the pleasure to catch up with Mayborn Group’s (the home of Tommee Tippee) Lauren Coates – Senior Channel Development Manager, UK.

What have been the key attributes to make the brand a household name?

We’re driven by our mission to be the world’s most-loved baby company and committed to our original goal to make the lives of mums and dads easier. It’s this passion and dedication that ensures that we continually provide the best experience for our consumers.

Can you tell us a little about the Mayborn Group, when and why did the company first launch?

The Tommee Tippee brand itself was founded in the 1960s, but the inspiration behind our launch dates back to the 1940s. Three entrepreneurial brothers from California dreamt up the idea of a cup for babies that wouldn’t tip over, named after their beloved dog, Tommee.

A businessman loved their idea and helped make it a reality… and Tommee Tippee was born!

Fast forward to 2023, we’re the UK’s #1 Baby Accessories* brand with a strong global presence.

Are all products offered by the business under the Tommee Tippee brand?

Yes, our brand recognition helps to instil trust and give reassurance to parents that they’re getting the best quality. In 2018, when we welcomed Gro Company into the Tommee Tippee family and combined their innovative GroBag with our brand name to expand the reach to more consumers.

So, in 1969 Tommee Tippee produced the first non-tip baby cup, how has the brand developed since then?

Over the past 50 years, we’ve taken the success and the knowledge that we’ve had with our hero products to expand into new areas of the baby and toddler category and grow our reach internationally.

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The brand has certainly grown and developed over the years and now offers products within an array of categories. Is there a current ‘hero’ in the product range that consumers just can’t get enough of?

Lots of parents still recognise us for our First Cup. It remains one of the bestselling products in our line-up and offers great functionality and value for money.

More recently, our Perfect Prep machines have stood out as real game-changers in the feeding category.

They make bottle feeding quicker and simpler than ever before.

Perfect Prep is the main product that draws parents to our stand at Baby Shows, and we’re often told that their friends and family members have said that they need this product.

Has the business (Mayborn) entered a restructure phase that you would like to make Nursery Today readers aware of? If so, what are the key benefits to consumers and retailers of this restructure?

Yes. The market has seen unparalleled shifts in consumer behaviour driven by various global events. To navigate this, we take a consumer-first approach that’s agile and supports consumer trends.

We’ve structured our approach across our category, marketing, and commercial functions so that we can best support our consumers.

What about new products – can we expect to see more innovations added to your current product categories?

Yes! There’re already a couple of new

additions to our product family, including a Wearable Breast Pump that’s available as a single or pair, and a new smart baby monitor called Dreamsense that takes the stress out of monitoring by evaluating baby’s environment and only notifying you about the things that matter.

There’re tons of other exciting developments on the way, so watch this space!

How important is R&D to the business?

Innovation is at the heart of what we do at Mayborn and Tommee Tippee. We’re constantly striving to find meaningful solutions to make the lives of parents a little easier.

To create our Dreammaker sleep aid, we worked with scientists at Northumbria University’s world-leading sleep laboratory. This collaboration helped us understand how to create the perfect environment to relax babies and encourage deep, prolonged sleep.

Do you utilise social media and if so, how does this assist in driving brand awareness?

Social media is an integral part of our marketing strategy, and we use it to bring together a supportive community of parents.

Currently, our #TheTruthIs campaign is leading and facilitating positive conversations and providing reassurance that everyone’s everyday is different, and that’s ok! We’re all about real life, real parents, and real experiences.

As a business, do you work alongside any health professionals, celebrities, bloggers, or influencers? And do you have any accolades that strengthen the identity of the Tommee Tippee brand?

Yes, influencers play a key role in our 360-marketing activations.

We have a strong line from a range of backgrounds and followings. We believe in providing a platform to the parent community to facilitate the conversation.

We launched our campaign – #TheTruthIs – to empower parents to share their stories.

What type of support do you give your retail partners?

As the leading brand in the baby and toddler category, we take a collaborative approach with our retail partners. Our category, buying and digital teams share category and consumerled insights to optimise the experience for our consumers.

Looking ahead to the next 12 months, with the cost-of-living crisis affecting everyone, will you be offering any specific retailer promotions that you would like to make Nursery Today readers aware of?

We’ve been proactively working with our retail partners to deliver market-leading value and will continue to support consumers throughout 2023.

Our Essentials range offers everyday low prices across our core baby products, and our various starter kits and bundles are a great value option for parents who’re looking to purchase all their newborn essentials at once.

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

Look out for the next phase of our #TheTruthIs marketing campaign, as well as some key upcoming innovations to help make the lives of parents easier.

In the coming months, we will be attending Baby Shows at London’s ExCel in March, Manchester in April and at the NEC in Birmingham in May, so head to our stand and meet the team. We look forward to seeing you there and talking you through our innovative approach to the category! *Source: IRI & Edge 52 w/e 14th Jan 2023

For sales enquiries, please email UKNAMS@mayborngroup.com

eco-friendly/sustainable products supplement coming March 2023 For marketing opportunities contact

Christine Contreras+44 (0) 7764 154350 | christine@lemapublishing.co.uk

nursery matters JOHN BARKER

Barking Mad This month Pramland’s John Barker takes a look at floorspace and gives his advice on how you can best manage this with brands that perform well for your business.

H

ello one and all, I hope you are well and business has been good.

I’m writing this article at the very end of January, and I’ve been very pleased with the start to 2023.

We’ve seen a significant uplift in consumer footfall and confidence.

Customers are visiting us and most importantly, they are spending. This fills me with a positive feeling and I’m confident that 2023 will be a great year for our industry. Last month I touched briefly on this and mentioned that even though the early signs for the next 12 months are positive, the time for big business decisions may not be immediate. Positive signs are no guarantee and therefore it’s prudent to wait for a period of consistency before jumping into big plans. In fact, I intend to use this period of buoyancy to asses our offering and make some tweaks.

I’ve discussed streamlining previously, but this year I think it’s more important than ever. If the market doesn’t continue in the way it’s showing you will become more reliant on making better margins from everything you sell. For this reason it’s vital that your shopfloor is home to products and brands that you are 22

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showing to their best. Ask yourself a quick question, what’s better being a stockist of 30 brands of which only 4 or 5 get significant orders on a very regular basis or being a stockist of 10 or 12 brands with a higher percentage seeing improved levels of business? The answers a little obvious but we, like most of you will no doubt be guilty of this.

This issue becomes amplified when you consider some brands like to change colours etc every year. If you are a stockist of Brand X and you decide for 2023 to place 2 models on display. Let’s say they cost you £500 each – that’s a total of £1,000 for your display alone!

You’ll need to sell approximately £3,500 of those in order to just pay for the display, but it doesn’t end there. Next you’ll need to work out what your annual cost per metre squared is. This is simpler than it sounds. Add up all your costs – rent, rates, utilities, wages, anything that the business pays every year. Divide that (no doubt scary) figure by the square metreage of your store.

The number you have left is what every square metre of your store costs you every year. Work out how many square metres your Brand X display is (2 prams would be approx. 2 metres squared),

john@pramland.co.uk

If the ma rket does n’t continue in the way it’s sho win g you will bec ome mo re reli ant on mak ing better ma rgin s from everyth ing you sell . For this reas on it’s vita l tha t you r shopfloor is home to pro duc ts and brands tha t you are sho win g to their best .

multiply it by our metre squared cost and add it to the cost of purchasing the display stock. The figure you are left with shows how much money that display is going to cost you in the next 12 months.

That £3,500 now seems a long way away no doubt. Let’s assume you can earn a 30% margin (come on admit it, you’d love that wouldn’t you?), we need to calculate how much you need to spend with Brand X to break even on your display more accurately. Divide this cost figure by 30 (or whatever percentage margin this brand operates on) and multiply the result by 100. The resulting figure is the rough annual sales this display will need to generate for you to break even.

If you know your sales for Brand X are over and above this figure that’s great news. Under this figure and you are simply displaying something that is having negative effects on your business (by this I mean it’s actually costing you money – what could be more negative than that?). The truly complicated things is deciding where you draw the line. How do you determine if a brand is worth displaying? It’s safe to say not every brand in your store will perform equally.

You will never see a store stocking 10 brands seeing 10% of their annual sales going to each brand (although the OCD in me would love this).

I have my brands separated in to three blocks. Level 1 is for my big accounts, they account for the majority of my business (they actually account for about 50% of my business) and these are the brands I allocate the largest displays to. They are also the brands I earn most on, and that wasn’t through dumb luck – it’s because I ensured we pushed the brands that will support us and allow us to earn the best margins. Level 2 brands are next and they account for 30/40% of my business, on average I’ll spend 50% less with them than any of my Level 1 brands. Finally, I have level 3 brands.

They account for 20/30% of my business and you’ll find more brands in this level than any other. Brands in this level are here either because they are a niche product, simply not popular in my location or there in order to pull in customers. You’ll also find those brands and products that we all love but for some reason you customers don’t. No matter what you do or say they just don’t seem to want to buy them.

Going back to my original point, I have a very small number of brands in level 3 that simply do not pay their way.

I have stock on display, but it really doesn’t warrant the display given what I spend. They are simply there as consumers expect to see them. If you don’t have the brand or product the customer may (and I stress the word

Just remember we’d all love to stock every brand but there’s simply not enough business out there to support them all fully and to a level that they deserve. You simply need to decide which ones you are confident with, which you can earn a living off, which offer you something different from the competition. may) not come to your store so you need it to lure them in. Ok so you may make a sale of the brand, if not it’s not an issue as you’ll no doubt be able to shift them on to one of your level 1 or 2 brands. It’s the illusion of choice.

So can you justify carrying underperforming brands and products simply by telling yourself they are a loss leader? Only you can answer that question. I am positive you will know the difference between a brand people purposely visit you to see and not buy, and a brand that no one asks for nor orders. There’s no room on anyone’s shopfloor for a brand that doesn’t generate income or help generate income for another brand.

Just remember we’d all love to stock every brand but there’s simply not enough business out there to support

them all fully and to a level that they deserve. You simply need to decide which ones you are confident with, which you can earn a living off, which offer you something different from the competition. Trying to be all things to all men never works – focus your business and become better at what you do.

In a time when some brands feel they would rather support their own websites than bricks and mortar stores you need to ask yourself a simple question. Does this brand value me and my shop? If they don’t why am I sending business their way? You could simply choose to increase support to those brands that know how important you are. They’ll thank you for it and your bank balance will too!

Until next time, stay safe.

Take your first steps in style.

The NEW Aylo stroller is now available.

Travel systems from only £799 RRP.

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Feature NAPPIES AND TOILET TRAINING

The bottom line Nappy changing and toilet training are part of everyday life as a parent. Here we find out more.

As soon as baby is born, out come the nappies – which in turn means a plethora of products. From the nappies chosen, creams, changing mats and bags – this is an established daily routine from birth.

With the ever-increasing cost of living, now more than ever might be the time where parents will start to focus on the benefits that cloth nappies offer – not only are these great for the environment there is also a fantastic cost saving to be had.

When we talk about the green credentials of using cloth nappies and with a new generation of parents who are now looking more closely at products that they purchase, the desire for eco-friendly products is no longer just a ‘fad’. This is a trend, and one which is set to stay and grow!

A great example of how these can impact our planet comes by way of information from The Nappy Alliance which illustrates that the UK throws away nearly 3,000,000,000 disposable nappies a year, 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 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 Nursery Today had the pleasure to catch up with Modern Cloth Nappies Owner & Founder Stephanie Revill to find out her thoughts.

Stephanie Revill, Modern Cloth Nappies With the current cost of living crisis have you as a brand seen an increase in the uptake of cloth nappy systems?

We have seen a rise in interest towards not only our products but our brand and general awareness of reusable nappies. Consumers are coming forward and asking questions which is then leading to them trying and loving our nappies!

What is the general savings that a consumer can make by using these in comparison to using disposable nappies?

Even with the current costs of living, consumers can still save over £300 per child when using reusable nappies (based on potty training at 2.5 years) instead of disposable! Plus, you may be shocked to know that there is also a great second-hand market for reusable nappies too!

Of course, these are also great for the environment – how do these assist when we look at landfill etc.?

You only need to look at the horrifying numbers to see how much waste is diverted away from landfills when using reusable nappies. The UK alone disposes of around 3 billion disposable nappies annually, which equals around 400,000 tonnes. This doesn’t even consider the number of disposable wipes used each year too…

Do you feel that consumers are actively searching for these now online and conducting research prior to making a purchase?

Absolutely, consumers are more aware now more than ever of single use plastic waste, which is leading to researching about reusable nappies and also what other changes they can make. I also think that they are looking for a nappy brand that they can trust. There are myths around cloth nappies leaking or smelling, but customers are shocked to find that if fitted correctly you’ve less chance of a ‘poonami’ with a reusable compared to a disposable! Also with proper washing, you won’t ever have to worry about any smells!

How important are the fabric/textiles used to create cloth nappies?

The materials used to make a reusable nappy are most important because of these factors to consider: • Some fabrics are more absorbent than others • Some take longer to dry than others • Some fabrics are less sustainable than others to produce • Some fabrics also wear faster than others

What can retailers expect by stocking cloth nappy systems – are there any particular retailer benefits?

With consumers making and wanting to make change, it is absolutely a great time to stock reusable nappies. Our nappies are loved by parents and carers all over the world for their fuss-free, easy to use design and our company ethos.

By making reusable nappies accessible too via retailers, it means that retailers can expect return custom with the average child needing between 18-25 nappies full time. We also find that customers that have made the switch actively look to make other changes, such as ditching disposable sanitaryware products for reusable options as well as cloth wipes, which we also have available too!

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Coffee Break Exciting times ahead for Whizzer, the new innovative product for ‘on the go’ needs! We caught up with the founder of Kiddiwhizz Zoë Chapman to find out more.

Was there a particular incident where you felt that there was a need for the creation of the Whizzer?

Yes, many! I remember I used to take my son to the zoo regularly and there was one day where he seemed to need a wee in front of every animal enclosure. I still have a photo of him in front of the Lions then the Rhinos sitting on his potty.

There were many other not so funny reminders though where my son would get so desperate for the toilet I’d have to let him go on trees or behind cars frequently. The looks of disapproval I got forced me to design my first prototype of what would later become the Whizzer. It was essentially just a disposable coffee cup - it was private and mess-free.

How long did it take to bring this product to market and what type of reaction/success have you received so far?

I sent my first design ideas off to be assessed about six years ago, however as I couldn’t afford the costs involved, my original product idea got ripped off by a factory. Luckily it was done poorly and although it disheartened me for many years, it made me rethink everything.

I started from scratch and came up with the real Whizzer that is loved and trusted by parents today. The reaction is honestly what has kept me going. It’s been incredibly tough to get to where I am with no financial backing and just myself to take on every role in the business, from legal matters to finance and from manufacturing to social media.

When I get messages from parents telling me how much their child loves their Whizzer, how it’s helped them master potty training or removed the daily stress of finding a toilet when out and about with kids, it pushes me to keep going.

Is there a particular age that is most suitable for this product?

I recommend as soon as a child is at the toilet training milestone of them knowing that it’s just a wee they need.

A proper potty is best in the early stages and when they’re not sure what’s coming out. They need to be able to sit and relax their muscles, learn their body signals etc. The Whizzer is really a quick solution for the later stages of potty training when you’re leaving the house and for the years that follow while they aren’t able to hold their wees for very long, however long that may be. It’s important to always remember that all children’s bladders are different so never compare. Some can wait to use the toilet for far longer than others, regardless of age.

What is the unique selling point of the Whizzer?

Aside from it being the only silicone product of its kind, it is also 100% leakproof.

You can carry around a Whizzer full of wee until you find somewhere suitable to dispose of it. As long as the leakproof funnel is in and the lid is on properly the whizzer can be upside down in your bag and still won’t leak a drop.

Feature NAPPIES AND TOILET TRAINING

Changing Essentials for

Small-Room Living The CuddleCo Nola Changing Table has an open design ideal for making smaller nurseries appear more spacious.

The clever design means changing essentials like nappies, clean sleepsuits, and wipes are easy to grab from one of the two shelves beneath the changing surface. The changing top is the perfect fit for a CuddleCo Changing Mat. Available in a range of colours and prints, these PVC, waterproof mats are easy to wipe clean and are softly padded for baby’s comfort.

sales@cuddleco.co.uk

Time for change Nappy experts, Bambino Mio are driving a reusable revolution to free the world of disposable nappies and send them the same way as single-use plastic bags, bottles and straws because our future is not disposable.

Nappies are an everyday necessity but waste certainly isn’t! The multi awardwinning brand provide retailers with affordable and reliable products that are the best alternative to disposable nappies to help tackle the huge problem the world is facing from plastic pollution and landfill.

Following a major investment, Bambino Mio have been busy behind the scenes gaining B Corp status, perfecting products and exploring plans to heavily invest in marketing to further champion the fast-growing reusable nappy category. Surely, you want to part of this movement by stocking sustainable products?!

Curious? Find out more about Bambino Mio’s Oeko-Tex certified reusable nappies and change time products:

www.bambinomio.com and get in touch with the team: sales@bambinomio.com.

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The fun way to potty train!

My Carry Potty is more than a potty brand.

The wide range of toilet training accessories and educational products are designed by the UK’s toilet training expert Amanda Jenner to make the important milestone of potty-training stress free for parents and exciting for little ones.

The clever and unique designs, in engaging characters or cool, modern pastels, have been expertly developed to work together as a cohesive toilet training system, supporting parents, offering encouragement to toddlers, and creating consistency – the key to potty training success!

The multi awardwinning range

includes ‘My Carry Potty’, the world’s first and only leak proof potty, My Little Step Stool, My Little Trainer seat and the NEW My Little Training Pants. The reusable and washable potty-training pants help get toddlers out of nappies quicker by supporting the potty-training process. The cute prints match to the My Carry Potty range, capturing the imagination and making potty training fun!

Please contact the team below for further information.

Tel: 01202 763711 sales@mycarrypotty.co.uk www.mycarrypotty.com

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Feature NAPPIES AND TOILET TRAINING

Pourty – the perfect potty

No nasty whiffs!

For 25 years, Angelcare has been at the forefront of parents’ minds, setting the standard in the world’s best baby items.

Angelcare is a multi-awarded brand for hygiene, bath & safety baby equipment, thanks to the incredible nappy bin and the SmartOdour seal design locks who keep all the bad smells inside.

The Nappy Disposal System is suitable with Angelcare refill cassettes, available in 3,6 & 12 packs.

Place your order via the below:

ordersuk@angelcaregroup.com

Go Green in the Pool with Splash About

swim nappies!

For parents wanting an eco-friendly option for baby swimming Splash About has introduced its Happy Nappy DUO. Approved by swim-schools as a double nappy requirement, the reusable DUO swim nappy is scientifically proven to be completely effective against faecal leaks and bacteria entering pool water. It works thanks to its innovative Silver Lining which kills the bacteria that chlorine can’t which is responsible for sickness and tummy bugs.

Every year millions of nappies end up in landfill, taking up to 500 years to decompose.

Parents can now confidently ditch the disposables with the swim-school approved DUO. Reliable, reusable, durable, affordable and environmentallyfriendly, it’s the only swim nappy a baby needs! Available 0-3years.

www.splashabout.com 28

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The award winning Pourty potty was invented 13 years ago by a father who was frustrated with the messy business of emptying an ordinary potty.

It is a comfortable and well-proportioned potty with a unique patented pouring spout design. The contents are poured out the back using the handle at the front and a non-drip lip stops messy dribbles running down the outside. It has a wide base for stability, a high splash guard and comfortable large seating area.

Pourty is made in the UK, is recyclable and comes in grey, pink, blue and purple.

info@pourty.com

Effortless changing

The Eco-Touch Nappy Bin from Shnuggle has been designed to create an effortless change time for parent and baby and has a cassette free solution that saves on time, ongoing costs and plastic waste.

With a simple, fuss-free, one handed ‘drop and go’ operation, just let the bin do the work. Simply open the lid and pop the soiled nappy inside for minimal touch change time, allowing focus to remain on baby without the struggle that can happen with an overcomplicated system.

“Brilliant item, easy to assemble, easy to use and does a great job of keeping in the nappy smells!”

“Great bin, super easy to open when holding a dirty nappy, keeps the smell contained and takes a good volume of nappies to fill a bag. We find it a lot cheaper to buy bin bags for this bin than to buy cartridges for the first bin we bought.”

The dual-seal odour airlock keeps unwanted odours trapped inside, even when the outer lid is open and also when changing the bin liner. For extra peace of mind, every day touch points have been treated with an anti-bacterial additive.

Thoughtfully eco, the Shnuggle Eco Touch Nappy Bin is cassette free, saving on ongoing costs and plastic waste. Free from single use plastic and made from 100% recyclable plastic, the Eco Touch Nappy Bin is a kinder choice. Feedback has shown this to be a particular hit with parents who love the simplicity and cost-saving!

To accompany, Shnuggle offer Better Bag Nappy Bin Liners which are 100% biodegradable ensuring any choice of nappies and wipes are supported.

The Eco Touch Nappy Bin is a stylish, neater addition to any nursery or bathroom.

andrew@shnuggle.co.uk orla@shnuggle.co.uk

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nursery today

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Feature NAPPIES AND TOILET TRAINING

Toilet

dilemma solved

As a potty-training Mum, Kiddiwhizz Founder Zoë Chapman was in a familiar parenting predicament.

Not just dreading the process but hating the inconvenience of carrying around a huge potty, Zoé, after failing to find a product that was compact, leakproof or discreet, set about inventing her own.

Six years on, the innovative product aptly named the Whizzer exploded onto the market thanks to its game-changing qualities and magical response from

kids of all ages. It’s now set to become the must-pack parenting product for a mess-free family toilet solution, with the in-demand 500ml version prelaunched in time for the Entrepreneurs appearance on Dragons’ Den.

sales@kiddiwhizz.com www.kiddiwhizz.com

Ditch the

disposables

Multi award-winning reusable nappies and accessories designed with style and sustainability in mind.

Ditch the disposables and choose fuss-free, machine washable nappies that are earth-loving and money-saving from Modern Cloth Nappies today!

Available from newborn to potty training, these reusable nappies are designed to grow with little ones. They are made with sustainable materials and are soft and gentle against sensitive skin. Double leg-leak guard protection as standard and revolutionary absorbent technology inside. Loved by parents and carers all over the world.

Matching changing bags, changing mats, muslin blankets and more available.

Contact the below today for wholesale information.

info@modernclothnappies.co.uk www.modernclothnappies.co.uk

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retailer opinion

Venicci winter wonderland Jolly Tots Managing Director Lorretta Owen and her Senior Sales Assistant Harvey (and nephew) enjoyed their time with other like-minded nursery retailers while visiting Venicci HQ in Poland. Here she tells us a bit about her visit.

W

hat can I say.. we were among those lucky enough to be invited to Poland by Venicci.

They invited a select number of stores for an experience of a lifetime and it certainly was (apart from an early start 6am flight from Stansted!).

Venicci had stated in the itinerary they sent out to leave the glamorous clothes at home and they weren’t joking. We arrived to freezing temperatures and snow!

Our first stop when arriving was to attend an amazing breakfast that really set us all up for the day. We were all in awe of the amazing different ways the eggs were cooked. So tasty.

Once the other flight from Scotland arrived, we then had an amazing walking tour of Krakow. All while the snow was falling. After this we were all treated to a breath taking evening meal. The food and drink were something special.

Once we were finished, this was followed by a short stop off at their swanky new office (a further visit with presentation was to follow the following day). On a personal note, I have to say how proud I am of this company and of how far they have come in a relatively short space of time.

Next, there was a two hour coach journey to our final destination which was Harnaś Hotel in Bukowina Tatrzańska. The journey was like something from a winter wonderland movie. Picture postcard perfect. The ice was quite literally broken between everyone on board with everyone chatting and making new friends. It was so refreshing to be around others that understood where we were coming from.

Following a good night’s sleep we had the most delicious breakfast in the morning and again chatted with each other. Then it was time, the main event arrived and Venicci showcased new models, colours etc. for 2023 and all I can say is WOW!!

Keep your eyes peeled over the coming months as they have so many new products coming out. The attention to detail and choice of colourways is something else. They are very excited about 2023 and so are we all after seeing the presentation. Watch out everyone Venicci is getting bigger and better!

Venicci are so humble and unassuming which is really one of their strengths.

They are constantly evolving changing models and colours which is so refreshing.

Following the fantastic presentation, we went on what can only be described as “Trip of a lifetime” - Venicci arranged a sleigh ride for us all. Which sounds magical in itself, but the reality was just unbelievable. The natural beauty of the area is truly breathtaking. We rode on wooden sleighs pulled by horses with bells on. Something that you would only see in the movies. We were even given a small bottle of mint vodka for the ride yum yum. Everyone got to know each very

well on this ride due to the tight space in the sleigh but this just added to the experience. It was definitely one of those pinch me moments.

This amazing experience concluded with a bonfire and bbq of Kabanos and hot fruit tea with a traditional band playing in the background. Simply perfect. A real pinch yourself moment. Many of us took the opportunity to do snow angels not realising the depth of the snow could come up to our waist!

All amazing fun.

And just when we thought our amazing day over, another surprise for all. It was concluded with an equally sensational trip too Termy Bukovina (thermal pool). Where some of the retailers (naming no names…Kelly from Little Angels and Harvey from Jolly Tots) may have jumped in the snow and created snow angels..... there was also a snow ball fight that us all too.

We concluded the evening with a few drinks dreading our 5am get up.

It was so lovely to make new friends in the industry and for everyone to be so friendly. It was lovely to meet Kelly and Bec from Little Angels and enjoy a cocktail or two. And of course the sleigh ride with Affordable Baby’s Lisa and Andy, which was so amazing. Laughs all the way!

Gerry from Olivers Baby nailed it in his summing up of the event when he said “let everyone know there is professionalism and good cheer in our Industry and Venicci have set the standard”. It was lovely meeting him and Gary from Olivers Baby.

Great company and very wise words over a glass of wine and delicious meal.

To conclude my little review, Vennicci absolutely smashed this event! They went above and beyond on everything. Nothing was too much trouble. They treated us all like Kings and Queens. Sandra put so much planning into really giving us the experience of a lifetime. One which we all agreed we would never ever forget.

Tomasz you promised us snow...boy did you deliver - about 4ft off it! I would like to extend a huge huge thank you too Piotr, Tomasz, Sandra and Katie for inviting us and taking such good care of us....also same again next year? nursery today

31

Spotlight Premature Baby

Time to shine the light on products suitable for premature babies - available to order now.

Perfect for tiny mouths Small and

beautiful The Tiny & Small range was designed with a NICU Nurse (the Founder of the business), specifically for the smallest babies in the neonatal unit. It comes in several fabrics and in three sizes: 1.5lb-3lb, 3lb-5lb and 4lb-7lb.

Its wrap-around style makes dressing baby less disruptive, and it accommodates the lines and tubes that are common in the NICU. The organic cotton is soft, breathable, gentle and kinder to a baby’s skin, ideal for a premature baby. And it’s better for the planet too! What’s more, it’s made in the UK, providing quality sustainable manufacturing.

A comfortable choice for newborns: the new MAM Comfort soother The new MAM Comfort was developed over a period of eight years in close collaboration with leading paediatricians, nurses and speech therapists. The result is its unique one-piece design which has been formed from 100% soft silicone, making it especially hygienic and easy to clean.

The soother’s especially small and lightweight design ensures that even tiny babies can easily keep it in their mouths. The exceptionally soft silicone material is gentle on baby’s skin and prevents unsightly marks from forming around the mouth, making it particularly comfortable and reassuring. To keep the soother accessible, the silicone handle allows for easy attachment of a soother clip.

The extra-small orthodontic teat ideally supports natural sucking behaviour and promotes healthy oral development. The teat and shield are symmetrical, which means that the soother always sits in the correct position in baby’s mouth.

To provide additional reassurance, the SkinSoft silicone surface of the teat and inside the shield resembles the feeling of mum’s soft skin. This familiar feeling means it is easily accepted by babies. This makes the MAM Comfort the ideal soother for use in the very earliest weeks and months of life and is one reason why it is a preferred professional product in hospitals.

hcp@mamuk.com | www.mambaby.com

Tel: 0333 358 0101 info@tiny-and-small.co.uk www.tiny-and-small.co.uk

Choice of clothing Heaven and Hope provide the smallest baby clothes you will ever see in the UK. Manufacturer and an online superstore. Its sole purpose - to meet the whole clothing needs for the tiniest baby ever born.

Incredible sizes start from the 16th week of pregnancy. Giving parents choices they decide what to dress their baby in. Whether it’s an outfit of comfort for a final sleep. Or something to wear in an incubator if born prematurely. Dressed in cosy soft fabrics in adorable prints. Based in Lancashire for the widest range of tiny outfits ever made.

www.cheekychumsonline.co.uk 32

nursery today

Developed with clinical experts

Register at mambaby.com/professionals and contact us for your free MAM Preemie and MAM Comfort Soothers.

Specially designed for the needs of premature babies & newborns.

Our MAM Preemies & MAM

Soothers satisfy the natural sucking need and can also make it easier to switch from gavage feeding to breastfeeding or bottle feeding.* 7 years of intensive research and development have gone into our MAM Preemies as well as the MAM Comfort. The soothers for premature babies and newborns have been perfected in collaboration with experts.

The results are unique one-piece constructions made of 100% silicone, which meet the special requirements of daily hospital use and optimally fulfil all safety aspects.

Our MAM Preemies are available in two sizes and are for hospital use only. Our MAM Comfort for premature babies from 1,400g birth weight can also be used at home.

The small shield design leaves more space for breathing masks and other medical devices. (Fig. 1) The small size means that the lip and tongue muscles are not overworked.

The particularly small teats are very well accepted by babies and are optimally adapted to the special needs of premature babies and newborns.

The symmetrical shape means that both soother types are always correctly positioned in the mouth, which makes it easier for hospital staff to handle them.

Our MAM Preemies and MAM Comfort are suitable for cleaning and germ reduction in autoclaves (up to 134°C/273°F).

MAM Preemies Size 1 & 2 can be custom fitted & tailored if needed.

MAM has been supporting babies in their individual development for more than 45 years.

< 1.000 g

900–1.500 g

Clinical experts confirm positive characteristics: Thanks to their low weight, they are easy for tiny babies to hold in their mouths, which means that it is not necessary to repeatedly offer the soothers. *Kaya, V., & Aytekin, A. (2017). Effects of soother use on transition to full breastfeeding and sucking skills in preterm infants: a randomised controlled trial. Journal of clinical nursing; 26(13–14), 2055–2063 Note: MAM Preemies size 1 & 2 are medical devices (CE) for premature babies and they are only suitable for hospital use. They are intended to compensate for the sucking and swallowing weaknesses in premature babies. They therefore do not comply with EN1400 and 16 CFR 1511, and must not be taken home.

DEVELOPED WITH MEDICAL EXPERTS Teamwork with medical experts for maximum safety.

Only after approval by medical experts is a MAM innovation ready for baby life.

> 1.400 g

free Preemie size 1

0$0 3UHHPLH [ PP $G 6SRWOLJKW LQGG

Preemie size 2

MAM Comfort

Fig. 1

Latex free

°BPA/BPS free: All MAM products are made from materials free of BPA and BPS.

Medical Device Class 1 for MAM Preemie Size 1+2

profile MAM

MAM Supports UK Hospitals with their Premature Soother Range MAM recognise the importance of supporting parents and neonatal units in hospitals across the UK with the development of their Preemie & Comfort soother range, designed for the needs of premature babies and newborns. MAM’s consultant Midwife, Zoe, discusses the benefits of soother usage in premature babies.

W

hen a parent finds themself at the start of a journey with a premature infant, it can often feel very daunting, as most commonly, a full-term birth has been prepared for.

Yet, weeks ahead of schedule, they find themselves in the unexpected world of the neonatal unit. When we add into the mix the complex care needed for preemie infants and the mother’s own physical and emotional recovery, it is little wonder that parents can feel overwhelmed and unsure of where to begin.

A great place to start is by supporting the infant with the natural and instinctive urge to suck.

Interestingly, a premature infant will suck for both nutritional and non-nutritive purposes. However, when looking at feeding, many premature infants cannot immediately feed at the breast or bottle.

Therefore, they will need alternative feeding methods, such as a feeding tube, until they have developed the skills necessary for oral feeding. So, where does non-nutritive sucking fit in? The ability to suck and swallow is present by about 28 weeks gestation. However, the ability to coordinate the suck-swallow-breathe cycle required for feeding isn’t present until approximately 32 to 34 weeks gestation. Therefore, premature infants can lack the coordinated sucking skills to effectively feed at the breast or bottle. However, studies show that introducing a soother to premature infants to

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facilitate non-nutritive sucking speeds up the development of this sucking technique, which in turn helps them to progress onto oral feeds quicker.

In addition, further evidence suggests that non-nutritive sucking provides psychological comfort and reduces the infant’s pain perception during uncomfortable procedures. Soothers are also beneficial for infants who need help breathing using CPAP, as they can help keep the mouth closed and maintain pressure in the airways, making breathing easier for the baby.

The small shield size of the MAM preemie soothers leaves more space for breathing masks and other medical devices, and the lightweight design means the lip and tongue muscles are not overworked.

The MAM Preemie & Comfort soother range is available in 3 sizes: • Size 1 & 2 (Class 1 Medical Device) – for hospital use only • Size 3 Comfort – available for hospital and home use MAM products are developed in cooperation with medical experts and research institutes such as ICMRS, paediatricians, child development experts, dentists, and midwives. Only after approval by medical experts is a MAM innovation ready for baby life.

For all enquiries: email hcp@mamuk.com

Overview of soother benefits • • • • •

develops sucking coordination supports more rapid progression onto oral feeds psychological comfort naturally reduces the perception of pain supports breathing during CPAP

RETAIL MATTERS

Retail

matters Online4baby’s Managing Director takes an overview of the plans for the business moving forward in 2023.

J

anuary and February is the peak trading period for the baby industry, and it has been a busy new year at Online4baby.

Sales continue to be strong, despite increased competition from the high street and online retailers. Across the industry there appears to be a greater reliance on promotions as brands and retailers compete in a tough macroeconomic environment. And with less disposable income, customers have doubled down on finding the best value for their pound.

To ensure we continue to best serve our customers and grow the business, we have started the new year by reflecting on what customers really want in a recessionary environment.

We know customers value choice, but we know they also want curation and recommendations. To better serve our customers, we are rationalizing our range by doubling down on products we know our customers love. To help navigate our site, we are also making it easier for customers to identify top products and ranges.

We are also working closely with our manufacturers and suppliers to ensure we keep prices low for our customers. In 2023 we are expecting costs to go up even more which will bring rough times ahead for the baby industry, but we continue to be

guided by our mission to offer the best prices.

We believe that offering the right product at the best price with exceptional service is key to winning in this market, and so Online4baby continues to focus on our winning customer proposition.

We also have a few exciting developments to announce. Firstly, we are delighted to announce Christy Foster our CEO has been shortlisted for the 2023 Northern Power Women Outstanding Entrepreneur Award. We have also made several key hires across the business to help Online4baby continue to grow. Toby Gavin joined us in the new year as Chief Marketing Officer. Toby joins us from Manchesterbased LOOKFANTASTIC, part of e-commerce group THG, where he led marketing for Europe. We’re excited about the performance-marketing expertise Toby is bringing to the business, particularly as we embark on our exciting three-year growth journey.

We also have some exciting changes within our customer service department, which are going to bring a new dynamic to the team, Jody Burton, who started her career at Online4baby as a Senior Customer Service Agent in May 2018 has, after years of dedication

and hard work been appointed to the role of Customer Service Manager. Jody has amazing product and industry knowledge meaning our customers are receiving the highest level of care and information.

We have also brought Nicola Crook into the team as Customer Service and Sales Senior Supervisor. Nicola looks at our overall customer journey and ensures that they have the top level of care from start to finish, and even after! She is great at guiding parents through the buying process with an unbiased opinion. Our customer service department is at the forefront of the company, and we are proud of the feedback we receive and our Trustpilot score reflects that. Afterall the key to every good business in troubling times is an amazing customer service team.

We are looking forward to the future and we have lots of new and exciting plans for the business.

Above L: Toby Gavin, above: Jody Burton, below: Nicola Crook

Online4Baby are delighted to be a Which?

Recommended Provider for Baby & Child Retailers 2021. nursery today

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Feature FANFINDERS

Novel ways nursery brands can support their customers during a cost of living crisis.

FanFinders’ CCO and co-founder Adam Gillett discusses the results of our latest surveys on the costs of living crisis and ties together the themes of support that parents are craving from brands

W

e regularly survey thousands of mums to keep our finger on the pulse of what’s truly important to them. And with the cost of living crisis upheaving regular routines and throwing uncertainty into daily life, we wanted to find out how brands can give genuine support to parents as they navigate a tough time.

Clear Path Forward The results were unsurprising. Most parents are deeply concerned about their financial outlook and already having to cut back in major ways with more worry on the horizon.

But there were some unusual trends worth sharing as well as definite pathways for brands to give clear support and build a relationship that translates into long term brand loyalty.

What Parents Want Parents are calling out for genuine 36

nursery today

support from brands. An overwhelming majority (90%) appreciated brands that actively helped them to find the best deals for their products. And more than that, 70% wanted brands to be transparent, if they did have to increase prices. The overarching sentiment that we found is that parents wanted to be treated with respect by brands.

Parents also looked to their preferred brands to steady the ship. Only 12% wanted new product ranges, but most (61%) wanted brands not to compromise on their service, even during economic uncertainty.

Connect Early

Ultimately if your brand is in the baby market, you’re going to need to capture the attention of new parents who require the use of these essential products, so why not make your brand the one they want to trust.

By connecting with them early in

the product life cycle, you can secure brand loyalty that will translate into long-lasting sales. It’s an opportunity to pivot your brand, to ensure that it stays successful in the long-run.

Despite the climate making it difficult for consumers to engage with brands, there are huge benefits available for the ones that do foster an environment of trust and care towards new parents. Especially when their first few steps are in an atmosphere of austerity across home life.

The UK is Unsteady

Austerity is hitting everyone hard. We found only 12% feel certain in their financial outlook. 84% of surveyed parents also reported having to cut back on using preferred branded products. Yours could be one of those unless you change strategy to meet them where they are.

Adam Gillett, Co-founder, FanFinders

Incentives that Work Regardless of industry, every consumer has felt the pinch. They want incentives and methods from brands to boost loyalty and keep them engaged.

Unsurprisingly, we found that bonuses and discount codes were most effective at retaining customers.

But interestingly, a huge majority (80%) were interested in more

Parents unwaveringly called out for genuine support from brands. An overwhelming majority (90%) appreciated brands that actively helped them to find the best deals for their products. sampling options, and said they’d be more likely to buy a greater quantity of a product if they could try it first. It’s a tried and tested method that may be gaining further traction with customers, and an effective competitive advantage, especially in a market where showcasing your brand early can lead to adoption that translates to long-term buying.

In the Hands of New Parents So, by getting your brands into the hands of new parents then you’re able to directly influence them from an early stage. It’s worth asking yourself if your brand has novel ways of getting a trial or sample of your product out to new customers.

We had wondered the same thing, and in fact last year we launched Your Baby Box in partnership with Amazon which helps brands get their products in the homes of new and expectant parents. It’s low-pressure sampling

new!

from the comfort of their homes towhich parents have really responded.

It was so successful that we’ve continued it into 2023 and ramped it up, targeting 3000 boxes a month.

Brands have loved the exposure and parents have really benefited from being able to trial products in a tangible way.e.

Ultimately it shows the success of sampling as an option for parenting brands. Alongside other less direct methods of incentivising new sales, it seems to be the clear and obvious strategy that will resonate with parents looking for a different value proposition that doesn’t break the bank during such tough times; a strategy that will angle your brand towards long-term success.

Brands and retailers can inquire about getting their products included in Your Baby Box for 2023 by visiting our website.

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

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

Cosatto as you’ve never

seen them before Silver Cross unveils

all new Wave

Cosatto – the brand renowned for vibrant colours and energetic fabrics - enters a new era with the unveiling of Silhouette design.

The ultimate single to double travel system, Wave is a luxurious future-proofed pram, specially designed for growing families.

The new palette takes inspiration from warm earthy tones, with natural and timeless colours that include a black named Onyx, a soft grey named Lunar and a woodland green named Cedar. Each colourway features beautifully crafted touch points and details, with soft textured materials and luxurious faux leather.

Progressing Silver Cross’ sustainability agenda, Wave’s outer fabrics now feature materials crafted from recycled plastic bottles, while the pushchair is delivered in fully recyclable outer packaging.

This exciting new collection has all the trademark expertise, craftsmanship and functionality you expect from the leading pushchair brand, with an unexpected surprise… it’s jet-black. Supported with a robust marketing campaign, the launch has been created to meet customer demand and is set to be a great commercial success.

Adding to Cosatto’s existing portfolio, Silhouette has been designed in response to customer demand and is a timely response to that growing demographic. Vicky Morley, Cosatto Creative and Marketing Director says, “we know that so many people love our bright colours and creative designs, but there has always been a segment of audience that loves classic black and up until now, we couldn’t accommodate that desire. Silhouette means that there truly is a Cosatto pushchair for every parent.”

Laura Wells, Cosatto Associate UK Sales Director continues: “We wanted to address a bigger sector of the market, reaching a wider range of consumers – to really ramp up our sales even more.”

www.silvercrossbaby.com

www.cosatto.com

British nursery brand Silver Cross has introduced three brand-new colourways to its best-selling Wave range.

nursery today

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Spotlight Swaddles

We shine the product spotlight on swaddles - which are all available to order now.

Perfect

tuck

Copper Pearl swaddles are a unique blend of soft polyester with 3% elastane which makes them super durable and stretchy — keeping baby securely wrapped with just the right touch of wriggle room.

Eye-catching

designs

Perfect for easy swaddling, that’s especially helpful when parents are learning how to get that perfect tuck! Now available in the UK in 14 gorgeous prints via exclusive importer Baby Brands Direct. Retailers can also access matching hats and headbands, perfect for add on sales and adorable Instagram posts! No minimum order quantities ensure retailers can mix and match prints and collections to suit their store and demand.

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

aden + anais is an award-winning baby brand well known for its iconic cotton muslin extra-large swaddles, which have become a staple product for millions of parents around the world.

With an array of eye-catching designs to suit every taste, aden + anais has attracted a celebrity following, with fans including Beyonce, Sienna Miller and Charlize Theron to name but a few.

Even a newborn Prince George was spotted in aden + anais’ Jungle Jam swaddle and more recently, Molly-Mae Hague’s daughter was seen lovingly wrapped in a swaddle from their Harry Potter collection, sending Instagram into an excited frenzy!

www.adenandanais.co.uk

Ergonomic

Swaddled design

with care

Designed with one of the leading safe-sleep experts, the 100% cotton SwaddleMe is a hybrid of traditional swaddling and a sleepbag, providing the main benefits of swaddling whilst being very easy to put on and stay in place.

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The Ergobaby Swaddler is a safe, easy, and effective way to keep newborns sleeping longer and more peacefully.

It features extra soft, adjustable side wings to provide a perfect snug fit and a leg pouch that opens for easy nappy changes.

Suitable from Birth to 3months and exclusively available from Baby Brands Direct to the independent trade in a range of single and twin pack combinations in a range of on trend prints and colours.

Easy-to-use, the swaddler features a leg pouch for quick, stress-free nappy changes, and escape-proof arm pockets to keep baby swaddled snugly while they sleep. A special ergonomic design prevents babies from startling awake and allows for natural movement of baby’s hips and legs - as recommended by the International Hip Dysplasia Institute. The ultra-soft, breathable cotton is cosy against babies’ skin, and machine washable making parent’s lives quicker and easier.

Tel: 0208 845 5000 | www.babybrandsdirect.co.uk

www.ergobaby.co.uk

Sponsored by

Rockit Launch a

Rechargeable Version Rockit, the company behind the multi award winning portable baby rocker and innovative sleep aids Zed and Wooshh, have announced the launch of the Rechargeable Rockit.

Rockit is the multi award-winning pram and stroller rocker which keeps babies moving and snoozing. Created to help parents on the go, this handy must-have accessory attaches to any pram or stroller and with a simple push of a button, Rockit will gently rock baby, just like a parent would. In a bid to make things even easier and more convenient for parents, Rockit is now fully rechargeable!

Rockit uses a gentle rocking motion to safely soothe baby.

Scientific tests show the vibration level closely mimics the normal hand rocking of a pushchair and the soothing movement is gentler than a pushchair moving over paving stones.

The new Rockit now also includes a rotating bracket which means parents can always rotate Rockit until it points directly up for optimum usage. The quiet motor features adjustable speed to help parents find the perfect rock for their stroller and child. Safe to use from birth, Rockit is also showerproof, tested to IPX1 standard.

Matt Dyson, Rockit co-founder explains more “Rockit are renowned for creating innovative sleep products and not only do we continue to innovate with new and exciting products, but we aim to keep existing products relevant and as easy to use as possible. We work closely with our consumer base and take feedback and usage on board to ensure the products we deliver are the absolute best we can offer to our audience to make parents’ lives a little easier.” www.rockitrocker.com

One hand motion

new!

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

Sleeping

rotation soundly Joie is pleased to announce the latest arrival to its Signature collection – meet the i-Jemini, the most affordable premium baby car seat in the Encore Spinning System.

I-Jemini pairs with the i-Base Encore to instantly transform into a 90 spinning car seat – an ultra-smooth, one hand motion turns the seat towards you to make buckling up a breeze. When it’s time for tiny travellers to graduate to the next seat, you can up-grade to i-Harbour which works with i-Base Encore to give you years of easy ins and outs.

I-Jemini meets the newest and most advanced R129 safety approval standard, with side impact testing and i-Size certification for a guaranteed backseat fit. uksales@joiebaby.com

Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new Roomie GO from Joie.

This easy to fold, bedside sleeper is a portable powerhouse that will let parents and little ones sleep safely, side by side, without sharing a bed.

What sets roomie go aside from similar bedside cribs is the quick and easy fold that packs up conveniently into one tiny package. Compact and lightweight, roomie go is your perfect travel partner that is easy to carry and tucks away into small boots and cupboards.

Roomie GO also comes with a comfortably cushioned, yet firm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby. uksales@joiebaby.com nursery today

39

new!

Sponsored by

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

Take your first steps

in style with Aylo from es Jon ior Jun Featuring the latest Tru-Ride2 technology, Aylo provides a smooth, effortless, multi-terrain ride.

As well as keeping baby snug and comfy whilst out and about, parents can enjoy quick and easy adjustability whilst on the go, an easy one-hand compact fold (when parent or world-facing). Oh, and that’s not all - say goodbye to dirty shoes and stubbed toes with the (step-on, step-off ) flip-flop friendly brake.

Aylo is available in a variety of colours and travel system bundles. The 10-piece ‘Essential Bundle’ has all the day-to-day must-haves as well as accessories, such as the Essentials Changing Bag and a Luxury Footmuff. sales@cuddleco.co.uk

The green

effect

Toynamics launches the Hape Green Planet Explorers Organic Greenhouse.

This playful eco greenhouse made from sustainable materials - wood, plant plastic (from sugar cane), bamboo – is designed to teach children about sustainability and the lifecycle of growing organic vegetables. Children can roleplay making compost with the organic waste to fertilise the soil, and plant and grow organic vegetables.

Accessories include a rubbish station, rubbish pieces, doll, shovel, watering can, bucket, vegetables and garden rake. This playset also encourages children to make up their own adventures, and offers parents a fun way to talk to their child about composting and growing veg from a young age (3yrs+).

Tel: 0116 478 5230 sales@toynamics.co.uk www.toynamics.com

Eco friendly

changing Silvercloud are excited to introduce their new eco-friendly microfiber changing mat.

It is made using a special eco-sonic process from part recycled and recyclable materials, and is PVC and plasticiser-free.

The mat is softly padded for comfort, waterproof, and is easy to wipe clean. It can also be machine washed at 30 degrees and cool tumble dried.

It is designed to fit most dressers and can be easily rolled up for use on the move.

Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802 nursery@east-coast.co.uk www.eastcoastnursery.co.uk 40

nursery today

Sponsored by

new!

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

Make a Trash to threads meal of it With 8.8 million tons of plastic waste flowing into the ocean each year, Joie can’t waste the opportunity to protect your child’s world while they protect their safety.

In an effort to battle pollution and conserve resources, Joie are turning trash to threads with the Joie Cycle collection. Featuring fabrics made from upcycled bottles, our environmentally friendly Cycle line weaves eco-consciousness into everyday life with baby. Watch this space for products soon. uksales@joiebaby.com

Travel

light

Introducing the savvy lite, a three in one baby carrier that offers your little one optimal support and a change of scenery, all while keeping them close.

Featuring autoclick magnetic buckles on the shoulder straps allows for savvy lite to be put on easily and for the straps to be adjusted by the wearer without any arm twisting or needing an extra set of hands.

The supper supportive backstrap helps to lighten the load by distributing the weight evenly and adjusts easily for a finetuned fit. uksales@joiebaby.com

The kitchen is the heart of the home and the NEW Ergobaby Evolve 3-in-1 High Chair is designed to be the heart of every kitchen.

Carefully created to support little ones through each stage of growth, the Evolve High Chair’s has three different modes: The High Chair is usable from six months to three years (up to 15kgs), the toddler Chair supports them as they grow (up to 100kgs) and the Kitchen Helper is suitable from two – seven years old (up to 45kgs). Easy to fold, clean and use, the Evolve High Chair is a timeless piece of furniture that helps families share the magic of everyday moments together. www.ergobaby.co.uk

Mimics natural sucking motion New launch - Tommee Tippee Made for Me Wearable Breast Pump

Powered by you, Tommee Tippee’s newest pump is wearable and cord-free. It slips comfortably into your bra, meaning you can pump totally hands-free – whenever, wherever.

It can be controlled using the Tommee Tippee app and is the only pump that mimics baby’s natural suckling motion using smart ConstantComfort technology.

The pump has a clever nipple-alignment light to help you pump in the most comfortable position, day or night, and the milk collector bottle is compatible with our Closer to Nature teats, so you can feed for your baby in a few simple steps.

UKNAMS@mayborngroup.com nursery today

41

BPA notice board Don’t get caught out by travel insurance

Robert Anslow M anaging Director

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

www.b-p-a.org

42

nursery today

With many companies offering insurance to employees who travel overseas as part of their business, which sometimes extends to holiday travel too, the Baby Products Association urges members and their staff to familiarise themselves with their policies including the small print.

Julie Milne of the Association explains: “We often take out travel insurance policies in the hope that we won’t need to make a claim, but in the event of an accident or incident overseas, the process will be a lot easier and less stressful if you know in advance what is and isn’t covered and what documentation is required in the event of a claim.”

National news recently highlighted the tragic case of 28 year old Adam Davies who had a serious motorcycle accident in Thailand. He had not realised that his annual travel insurance policy didn’t cover trips of more than 30 days and as his accident was outside of this period, the insurance company refused to pay leaving medical bills of £thousands.

Christine Scippo who works for the Baby Products Association was recently involved in a motorcycle accident in Vietnam resulting in a fractured humerus. Fortunately, this was covered by her worldwide annual policy, but she experienced a few stressful days liaising with the insurance company before the claim was agreed. She explains: “I’ve had

an annual policy running for years but have never really checked the small print. Like Adam Davies my trip was also more than 30 days so I would not have been covered if the accident happened further into my trip. Luckily it was within the 30 day time frame. In addition, after the accident I was asked to provide documentation which I didn’t have including a motorcycle hire agreement (something rarely provided in Vietnam). I was also advised that the insurance company would not honour hospital expenses unless I provided a detailed medical report prior to treatment. Both proved impossible – when you are in a Vietnamese A&E department where no-one speaks English, its hard enough to understand what is happening, let alone trying to explain that you need a medical report before they can treat you. Fortunately, after numerous telephone calls to the insurance company my medical expenses were agreed. In future, I will take the time to read my travel insurance policy thoroughly prior to any trips so I know what is and isn’t covered and what documentation will be required in the event of a claim.”

The Baby Products Association has partnered with The Finch Group, Independent Insurance Brokers, which offers advice and preferential rates to members. Call 02380 242936 or email enquiries@finchgroup. net for more information.

Meet our members …

Members of the Baby Products Association, whilst all nursery industry related, include a diverse range of businesses from wheeled goods, car seat and travel products manufacturers, to companies producing feeding, clothing, toys and accessories and also industry service providers. Over the next few months we will introduce some of our members. However, you can view a full list including company contact details on the website at www.b-p-a.org

Retail

challenges Nearly a third of retail leaders (28%) are worried about the cost they’ll incur running their stores in 2023 as they look to combat the energy crisis.

New data from workforce management technology company Fourth suggests that running costs, the impact of having to raise prices to tackle inflation (31%), and supply chain issues (61%) are the most significant challenges facing retailers in the year ahead.

With the energy crisis showing no signs of dimming, retailers will be contemplating at the start of this year how best to protect the business and their staff’s financial well-being in the face of adversity. With this in mind, it’s no surprise that a large majority of retail employees (81%) believe that being able to access wages as they are earned, rather than waiting for payday, would help reduce financial stress in 2023. Despite staff’s preference for earned wage access schemes, only 13% of employees currently have access to them.

So clear is the impact of this recession, that employers are already looking to action a plan to bring wages in line with the current cost of living.

Fourth’s data shows that nearly a quarter (23%) of retail employers are planning to raise wages as a direct reaction to the cost of living and inflation.

Everything covered

Exclusively covering UK and Ireland, Cheeky Rascals is the go-to nursery distributor, supplying independent and national nursery retailers as well as having its own dedicated eCommerce team to take care of digital platforms such as Amazon and its own D2C websites. Whatever your business needs, the company will work with you on a flexible solution to provide the best possible support. A ‘pick and mix’ approach will allow you to take advantage of all or just some of the services it has to offer from warehousing and drop-shipping, trade sales and account management, marketing, eCommerce and PR Support, and our own in-house customer service support.

Telephone: 01730 895761 Email: info@cheekyrascals.co.uk Website: www.cheekyrascals.co.uk

Products with

personality

At Cosatto, the aim is to save the world from boring baby stuff by developing products that harness early sensory skills and are better for babies. 2023 will see lots of exciting opportunities for the company including new products, patterns and collaborations in the pipeline. One range it’s particularly excited about is the new Silhouette range.

Retailers and customers may be surprised to see a jet-black design from Cosatto, however the range is still bursting with Cosatto personality.

Telephone: 0871 977 3900 Email: enquiry@cosatto.com Website: www.cosatto.com

Buyersdirectory Coordinated Bedding

Textiles

Nappies Bedding Blankets Shawls Hodded Robes Towels Changing Bags Booties Bibs Body Suits Hats Mittens....

$/$0, ,17(51$7,21$/ /7' %ULGJHILHOGV :HOZ\Q *DUGHQ &LW\ $/ 5; 7 ( VDOHV#DODPL FR XN ZZZ DODPL FR XN

Outdoor Toys

Ambassador Textiles are a major supplier to the nursery manufacturing industry, stocking an extensive range of top-quality baby care fabrics in popular pastel colours:• • • • •

Soft & Cuddly Velboa and Dimple Cotton Waffle & Cotton Interlock Moisture Absorbing Bamboo Towelling and Woven Towelling Lightweight Polycotton Walm & Versatile Anti-Pil Fleece

Our Anti-Pil Fleece range boasts over 50 colourways in pastels and brights. We can manufacture to order Fleece Blankets in cot, pram & picnic basket sizes

www.ambassador-textiles.co.uk View the full range or contact a member of our sales team +44 (0)161 624 4167

info@ambassador-textiles.co.uk

Wholesale

Keep up with what's happening in your industry Subscribe to the daily news service www.nurserytoday.co.uk

A New Chapter.

A New Aesthetic.

WOW 2

WOW CONTINENTAL

WOW XL

GIGGLE 3 IN 1

GIGGLE 2 IN 1

It’s here. The new Silhouette collection from Cosatto.

Cosatto trademark styling and craftsmanship. Now available in jet-black.

Be there at the beginning. Order now. Contact rebecca.carson@cosatto.com