feature FURNITURE
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Nursery Furniture is a considered purchase by parents and we are fortunate that we have a beautiful selection from manufacturers and suppliers available to offer to your customers to create that perfect room.
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he nursery is a focal point for many new parents and a joy to not only furnish, but also accessorise. Furniture for the nursery is a staple product category for many Nursery retailers and we are fortunate that we have a great selection of products to choose from. UK parents are exhibiting a discernible shift in preferences, moving towards options that prioritise longevity and versatility. This trend is notably evident in the demand for furniture that grows with a child, as well as the increasing popularity of both coordinated nursery furniture sets and parents who are seeking more of a mix-and-match approach. One prominent aspect of this trend is the emphasis on nursery furniture that adapts to a child’s changing needs over time. Parents are increasingly seeking cribs that can be transformed into toddler beds, and dressers that can double as changing tables and storage units. This desire for multi-functional pieces not only caters to the practical needs of growing families but also aligns with sustainability concerns, as it reduces the need for frequent furniture replacements. We asked independent retailer, Bambinista’s Founder & CEO Susan Daker if their customers are looking for nursery furniture that can adapt over the years to grow with their child? “Many of our customers are after nursery furniture that grows alongside their little ones. They want timeless pieces that can adapt and last through the years. It’s not just about now; it’s about making sure the furniture can sustain and last as their child grows up.” Adding “Whether it’s a cot that turns into a bed or a dresser that can handle both tiny clothes and school uniform, families love the idea of furniture that’s in it for the long haul. It’s about being practical and getting value for their money whilst looking stylish for the kids.” Additionally, there is a growing trend towards more muted tones and, as an example, rattan has started to experience an upswing in popularity. Tutti Bamini’s Marketing Manager, Lulu Vinte gave her view on current trends commenting: “Wooden furniture with various textures always seems to be in style, offering a timeless and natural aesthetic. Round shapes and natural details, like rattan, are quite popular, giving a softer and more organic feel. We’ve seen the demand shift towards softer/warmer colours like our White Sand.” CuddleCo’s Managing Director Marc Kelly also feels that neutrals are here to stay with perhaps a nod on the horizon towards more consumers looking at the eco-aspects stating: “The neutrals trend firmly established itself last year and isn’t going anywhere anytime soon. We saw this everywhere, from the fashion catwalks to home interiors. Parents are looking to create a calm, relaxed space using paired back gender-neutral palettes of soft beige, sage greens, and understated cashmere tones. “We also predict a rise in the demand for natural untreated woods, textures and materials as people become more ecologically aware.” What about brand names, how important are these to consumers looking at nursery furniture? We asked Susan for her thoughts. “Brand name matters a lot in the world of nursery furniture in the UK. Big, well-known brands carry a reputation for making quality and reliable pieces, and that influences how much people trust and decide to buy their products. When families are looking for nursery furniture, especially the kind that’s timeless and long-lasting, they often lean towards brands that have a good track record. “Knowing a brand can be a big relief for parents – it’s like a guarantee that the furniture is safe and well-made. The popular brands usually go through lots of tests and stick to safety rules, which is something parents care a lot about. Plus, these brands tend to have a variety of items, so it’s easy for families to find matching pieces for a nursery.” A mix-and-match approach also appears to be gaining in popularity among
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parents who prefer a more personalised and eclectic nursery aesthetic. This approach allows for greater creativity and flexibility in designing the space, as parents can combine different furniture pieces, colours, and styles to reflect their unique tastes and preferences. Social media also plays a pivotal role within this category and continues to drive trends and consumer engagement for both brands and retailer awareness. “Social media really does significantly boost consumer engagement for nursery furniture ranges. Platforms like Instagram and Pinterest offer visual showcases, allowing brands to portray nursery furniture in appealing ways which is important for consumers to see. Social media facilitates storytelling, enabling brands to share the creation journey and design inspiration, fostering a connection with our parents to be.” Said Susan, adding “Direct interaction on platforms like Facebook builds trust and transparency, with real-time responses to enquiries and concerns. User-generated content acts as authentic testimonials, creating a community around the brand. Promotions and contests run exclusively on social media drive excitement, while educational content positions the brand as an authority. Targeted advertising ensures reaching the specific audience, enhancing the likelihood of engagement. Strategic and consistent social media presence is crucial for building and sustaining consumer interest in nursery furniture ranges.” For nursery retailers, by embracing consumer trends can present you with significant opportunities for business growth. By stocking nursery furniture that caters to the demand for versatility, you could attract and retain additional customers in-store or via clicks to your websites. Understanding and adapting to the evolving consumer trends in nursery furniture is essential for both manufacturers and retailers alike. By offering products that align with the demand you can effectively meet the needs of modern parents while capitalising on opportunities for growth and success in the nursery furniture sector. You will find a plethora of products across the following pages, all of which are available to order now!
Contempory by design The Saluzzo furniture room set by Venicci offers a contemporary, minimalist design, inspired by Scandinavian style, catering to infants and parents alike. Consisting of a versatile cot bed that grows with the child, a chest of drawers with a removable changing table, and a thoughtfully designed wardrobe with ample storage options. Crafted for longevity, the set features easy cleaning, scratch resistance, and varnished oak handles. Investing in Saluzzo means acquiring furniture built to last, accommodating various needs and preferences throughout the years. Available in Premium White, Warm Grey, and Graphite.
www.venicci.co.uk
nursery today
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12/02/2024 17:42