Nursery Today February 2026

the team

Editor Penny Franks penny@lemapublishing.co.uk

Advertisement Manager Katy Bensley katy@lemapublishing.co.uk

Sales Director Claire Naish clairenaish@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

For circulation enquiries contact: subs@lemapublishing.co.uk

Lema Publishing Ltd Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA Telephone: 01442 289930 www.nurserytoday.co.uk

The Nursery Store’s Christy Foster shares why 2026 is shaping up to be a year full of opportunity for both families and the brands they love.

Barking Mad

Pramland’s John Barker delivers his thoughts from the road, re ecting on a busy start to 2026, the ongoing pricing pressures facing independent retailers, and the product innovations currently exciting customers.

Jonathan Feingold

This month Jonathan turns the lens on South Africa’s Nursery Market.

editor’s letter

www.nurserytoday.co.uk

February has arrived, the official month of amore. Could it also be the month of pregnancy?

Let’s hope so. With so much focus on supporting families across our industry, we would all love to see a welcome rise in UK birth rates in the months and years ahead.

This month we shine a spotlight on a host of key product categories, including Nursery Furniture on page 17, Carriers on page 22, Nappy Changing and Toilet Training on page 32, and Bathtime on page 38.

Nursery Furniture remains a staple category for many retailers, both in store and online. From page 20, we catch up with CuddleCo’s Managing Director, Marc Kelly, who shares his insight into how nursery furniture is evolving. From the rise of timeless design and multifunctional pieces to parents shopping more thoughtfully and creating rooms that grow with

their families, there is plenty to consider. We also speak with retailer ebebek on page 19. Faruk Giray, UK Country Director, talks us through what he is seeing in store and online, from shifting expectations and popular styles to sustainability, value, and where the category is heading next.

Infant carriers continue to prove popular, and this month we were delighted to hear from Joie’s Head of Product Development, Damon Marriott, on page 25, and Nuna’s Product Manager, James Ward, on page 27. Both share their views on this growing and thriving category, and why it continues to resonate with today’s parents.

Over in our Retailer Interview, starting on page 14, we chat with Daisy Tree Baby owner Gemma Stewart. Since acquiring the business in 2023 and relocating to a landmark new store, Gemma reflects on reshaping the business, supporting modern families,

and why being part of a parent’s first big purchase never loses its magic. Do take a moment to turn to page 14 and read her story.

Staying with our retailer focus, our regular contributors bring you more insight and opinion. Pramland’s John Barker, over on page 19, shares his thoughts while travelling on the road heading to an iCandy event. He reflects on a busy start to 2026, the ongoing pricing pressures facing independent retailers, and the product innovations currently exciting customers.

Jonathan Feingold has also penned a fascinating piece starting on page 30, where he turns the lens on South Africa’s nursery market. From urban aspiration to rural practicality, it is a landscape defined by diversity in geography, demographics, and consumer behaviour. Jonathan explores how these differences influence product design, retail strategies, and brand success, offering a ground level view of a market that operates very differently from the UK. It may seem months away, but if you have not already booked, now is the time to secure your space at the Harrogate International Nursery Fair, taking place from 18 to 20 October 2026 at the Harrogate Convention Centre. The 2026 show is now open for bookings. Priority booking for returning exhibitors has closed, with uptake exceeding expectations. Do not miss your chance to be part of the UK nursery industry’s must attend event for 2026. Book your stand online at www.nurseryfair.com or contact

Adrian Sneyd at adrian@nurseryfair. com for further information. And finally, wondering what trends we might see this year? Azaria’s Managing Director, Amber Steventon, takes a closer look at the nursery trends that could shape 2026. Turn to page 28 to find out more.

Looking for Nursery Furniture? Turn to page 17.

Find out more

One seat . Every journey.

Choosing a car seat is one of the most important decisions parents make. Stardust from Avionaut delivers on safety, comfort, and practicality, suppor ting families from newborns through to secondary school.

Angelcare Donates More Movement Monitors To TLT CONI Programme

Rainbow Designs introduce Care Bears Baby collection

The brand-new Care Bears Baby collection from Rainbow Designs is an adorable infant plush range designed to delight nostalgic fans and today’s newest families alike. Rooted in the timeless values of love, caring, kindness, and friendship, this adorable new collection beautifully blends the iconic appeal of the original ’80s characters with the needs of modern infants and parents.

Available from autumn 2026, the Care Bears Baby range will feature baby-soft, lovable versions of three of the brand’s most cherished characters: Cheer Bear, Funshine Bear, and Bedtime Bear. These cute companions appear across a thoughtfully curated assortment of infant toys, including ring rattles, comforters, and the irresistibly huggable My First Care Bear Soft Toy.

www.rainbowdesigns.co.uk

CuddleCo rolls out Baby Wellness events

In 2026, CuddleCo will roll out a series of Baby Wellness Events across the UK, designed to support new parents through calm, expert-led education and reassurance during the early stages of parenthood. Each event is hosted by CuddleCo’s baby wellness expert and registered midwife Emily, covering key baby wellness topics, including newborn care, development, sleep and feeding, with dedicated time for practical questions and discussion, alongside guidance on key Inglesina baby wellness principles.

Alongside this, trained product specialist Rebecca provides insight into thoughtfully selected solutions across CuddleCo, Doona, and Inglesina, supporting everyday comfort, safety, and mobility. For retailers, the programme o ers a meaningful opportunity to engage parents in a trusted, education-led setting that builds con dence and long-term loyalty. Events will take place within independent retailers throughout 2026. Retailers are invited to speak to the CuddleCo sales team for further information. www.cuddleco.co.uk

Kids Planet partners with Kit & Kin

Kids Planet Day Nurseries, one of the UK’s largest nursery groups, and Kit & Kin, the sustainable lifestyle brand co-founded by Spice Girl Emma Bunton, have announced a new partnership which is set to save 400 acres of rainforest every year.

Angelcare has partnered again in 2026 with The Lullaby Trust to support bereaved families and promote safer sleep practices. As part of this alliance, Angelcare is donating a further 125 AC25-1 Baby Movement Monitors to families in the Care of Next Infant (CONI) programme. This programme provides emotional and practical support to families welcoming a new baby after a previous loss.

The AC25-1 monitor uses medically certi ed technology approved by the MHRA. It features a wireless Movement Sensor Pad that sits entirely beneath the mattress, supporting a “clear cot” policy by ensuring no loose wires are in the sleep space. The system alerts parents if no movement is detected for 20 seconds, o ering vital reassurance during a sensitive time. By combining video, sound, and movement detection, this partnership helps parents feel more con dent as they navigate the joy and anxiety of a new arrival.

www.angelcarebaby.com

Celebrate with BIBS

BIBS is launching beautifully bundled boxes made for baby showers, surprise announcements, and everyday little wins. Meet the new Baby Sprinkle, Baby on the Way, and Soothe & Go – ready to gift, ready for the happy tears.

Kids Planet has joined forces with Kit & Kin to provide its award-winning eco nappies, hypoallergenic wipes, biodegradable nappy sacks, and natural magic salve in all of its nurseries across the country.

Co-Founder of Kit & Kin, Emma Bunton said: “Thanks to our new partnership with Kids Planet, I’m incredibly excited that so many little ones will now be wearing Kit & Kin nappies. We’re reaching more and more families across the UK with our range of super-gentle, award-winning products and making a real di erence along the way.” www.kitandkin.com

There’s no bigger news to share than “we’re expecting” – so why not make the reveal a little extra special? The Baby on the Way Box is a fun, clever pregnancy reveal kit designed to turn the moment into something truly unforgettable. With a dedicated slot for your sonogram and an iconic BIBS Colour Paci er to complete the surprise, all that’s left to do is hand it over, let loved ones pop it open, and watch their jaws drop. Includes: 1 × reveal box with sonogram slot + 1 × BIBS Colour Paci er (Size 1, natural rubber latex).

Trusted for over 45 years, the BIBS Colour Paci er features a natural rubber latex nipple for familiar comfort and is made with materials free from BPA, PFAS and phthalates.

Alongside Baby on the Way, BIBS is unveiling two additional gift sets inspired by how today’s parents are rede ning milestone celebrations – turning even the smallest moments into something worth marking. From baby sprinkles and rsts to monthly milestones, there’s a growing shift towards celebrating the everyday joys of parenthood. Re ecting this approach to gifting, BIBS introduces curated sets for parents, parents-to-be and little ones, blending Scandinavian design with practical essentials to create thoughtful, functional gifts for every celebration – big or small.

www.bibsworld.com

Emily

Rebecca

Prestige Sleep Receives Sustainability & Environment Award at Business Awards UK

Prestige Sleep has received the Sustainability & Environment Award at the Business Awards UK, marking an important milestone in the company’s ongoing efforts to embed responsible manufacturing into its day-to-day operations.

For the growing UK bedding manufacturer, sustainability has been approached as a practical business commitment rather than a marketing initiative. As the company continues to expand, its focus has remained on ensuring growth is matched by measurable improvements in environmental performance and supply chain responsibility.

A key part of this approach has been aligning operations with the globally recognised Sedex SMETA framework. By adopting the framework, Prestige Sleep has strengthened transparency and accountability across its supplier network, while establishing a structure for continuous improvement. Looking ahead, the business aims to continue working closely with brand partners

that place increasing importance on traceability, ethical sourcing, and environmental responsibility within their supply chains.

Further information about Prestige Sleep’s sustainability initiatives can be found at the below.  www.prestigesleep.co.uk

Booking open for the UK’s ONLY nursery trade show

Don’t miss the opportunity to showcase your brand alongside the industry’s most influential names and connect with high-quality nursery retailers from the UK and across Europe.

Harrogate International Nursery Fair is now open for bookings for the 2026 show, taking place from 18–20 October 2026 at the Harrogate Convention Centre. Priority booking for returning exhibitors closed last week, with uptake exceeding expectations.

Show Director Adrian Sneyd comments: “We are delighted that, following a highly successful 2025 event, the majority of our larger brands and many smaller companies have already confirmed their space for this year’s show.”

International Nursery Fair remains the preferred buying destination for UK retailers, while continuing to attract influential buyers from Europe and beyond.

Emma Hudson, Commercial Director at Tutti Bambini, said following last year’s event: “Tutti Bambini loved being back at Harrogate International Nursery Fair. It’s a key date in our annual calendar, giving us valuable time with customers to present both current and forthcoming collections. We had excellent appointments with new and existing customers, and the show was so busy on Monday and Tuesday that the whole team was engaged throughout the day. We’re already looking ahead to next year.”

First-time exhibitor Lisa from Folk & Thread echoed this sentiment: “The show was 10/10 for us. We had incredible interest from overseas, which alone made it worthwhile. The atmosphere was fantastic – a real sense of the industry coming together. The marketing before and during the show worked brilliantly, with

several visitors telling us they discovered us through the newsletter.”

Nick Paxton, CEO of Silver Cross, concludes: “We had a great show, a full appointment diary, and every key player we expected was there.”

Reflecting on the show’s momentum, Adrian Sneyd adds: “The past two years clearly demonstrate that the industry values an October event with a strong turnout of quality buyers. We’re pleased to confirm that we’ve secured these dates not only for 2026, but also for 2027.”

Don’t miss your chance to be part of the UK nursery industry’s must-attend event for 2026. Book your stand online today at  www.nurseryfair.com  or contact Adrian directly at adrian@nurseryfair.com for further information.

Pixel 3. The latest innovation from Avionaut.

The eagerly anticipated Pixel 3 is almost here. The lightest infant carrier on the market, designed to protect even the smallest babies with advanced safety, ergonomic support, and everyday comfort for parents.

Pixel 3 sets a new benchmark in infant carrier safety, designed with the smallest passengers in mind. Suitable even for premature babies, its innovative modular inserts provide the perfect fit, supporting correct posture, easy breathing, and comfort from the very first journey.

Weighing under 2.5 kg, Pixel 3 combines ultra-light design with trusted protection, making daily life easier while maintaining the high safety standards parents expect from Avionaut. Its eco-friendly EPP shell forms a protective cocoon that absorbs and disperses impact energy, ensuring maximum safety without adding weight. Upholstery with AirFlow technology and a specially designed 3D structure keeps your child comfortable in every season.

Designed for everyday convenience, Pixel 3 now features a removable headrest, enhanced recline, a larger handle for comfort, matching canopy, and new colourways to complement the Sirius travel system. Streamlined harness adjustment with a single pass-through slot, improved belt guides, and removable easy-clean fabrics make it a practical companion for modern parenthood.

Pixel 3 - making parenthood lighter, while amplifying the safety and quality you trust from Avionaut.

Contact Fiona Suffield, Avionaut UK Country Manager on the below for more information. f.suffield@karwala.com www.avionaut.com/uk/

At The Nursery Store, we believe 2026 is shaping up to be a year of opportunity and growth, both for families and for the brands we collaborate with. As a leading online nursery retailer, we connect parents with products that make every stage of family life easier, safer and more joyful. Even in a climate where shoppers are cautious, our audience is engaged, ready to explore new brands and eager to discover products that offer exceptional value.

Our reach is extensive and meaningful. With 1.4 million website visitors each month, we have over a million opportunities to introduce parents to amazing products. Our conversion rate of 3% proves these visitors don’t just browse, they buy, and our customer database of 180,000 ensures brands can engage

Retail matters

Managing Director, Christy Foster

parents at critical moments with tailored campaigns. Backed by an extensive marketing budget, our strategy is fully integrated and designed to maximise visibility while driving measurable sales for the brands we represent.

We are proud to work with world-class partners such as Cybex, BabyStyle and Tutti Bambini, and we are always looking to expand that family of outstanding brands. Our focus is on building strong, collaborative partnerships, supporting brands with marketing, promotional campaigns, stock management and expert insight into what today’s parents want. When brands work with us, they gain more than a retail platform, they gain a partner dedicated to growth, innovation and customer delight.

The digital landscape continues to evolve rapidly and we are at the forefront of these changes. Platforms such as TikTok, where we have 106k followers, are transforming how parents discover products. Our recently launched TikTok Shop is already delivering strong results, generating engagement and sales that complement our traditional online channels. Our ability to adapt and innovate ensures every brand we work with is well placed to reach new audiences and drive revenue in fresh, effective ways.

From a product perspective, we are constantly observing trends and

Managing Director of The Nursery Store , Christy Foster shares why 2026 is shaping up to be a year full of opportunity for both families and the brands they love. From an engaged and ready-to-buy audience to evolving digital platforms and strong collaborative partnerships, she explains how The Nursery Store is helping brands grow while supporting parents at every stage of family life.

Our reach is extensive and meaningful. With 1.4 million website visitors each month, we have over a million opportunities to introduce parents to amazing products. Our conversion rate of 3% proves these visitors don’t just browse, they buy

responding to parent needs. The ongoing popularity of cabin fold buggies and grow-with-me highchairs highlights the demand for products that evolve alongside a child’s journey and solve real problems for families. Partnering with us gives brands the opportunity to be part of that trusted journey, offering solutions that parents actively seek out and love.

We understand that the market remains challenging, but we also know how to navigate it successfully. By working closely with our partners on stock, promotions and offers, we ensure customers can access the products they want at the best possible value, while also driving strong results for the brands we showcase.

Even in the current climate, there is so much to be excited about. Our focus remains on offering families exceptional products, supporting them at every stage of their journey and creating experiences they truly enjoy. Here’s to 2026, a year of discovering new products, helping parents every step of the way and making everyday moments a little easier and a lot more joyful.

Bundles of love For the finiti Bundles

The finiti has been part of the Joie Signature collection since it’s relaunch in 2021. Since then, it has evolved into the sleek and stylish version we have today that makes it one of Joie’s bestselling products. Consumer baby shows see the finiti bundles fly off the shelves, with expectant parents clamouring to get their hands on what is widely acknowledged to be one of the most stylish yet reasonably priced pushchairs on the market.

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Finiti is compatible with the updated ramble xl, Joie’s new look carry cot that boasts a host of features including a wind shield that fastens to the canopy to keep little one safe from the elements.

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Featuring a classic, neutral pallet with on trend earth tones and statement block quilting, the finiti’s deluxe fabrics and super soft knits will keep little one’s cosied up in the lap of luxury. Sleek accents, including the powder coated chassis are combined with tasteful vegan suede and leather details that really makes the finiti stand out from the crowd.

From a practical perspective, finiti leads the charge for Joie’s Signature range, with multiple options for use, this pushchair gives plenty of ways to roll and a fast way to fold. Adjusting to little one’s changing needs is effortless for this hardworking multitasker that is compatible with carry cot, infant carrier and forward or rearward facing seat all in one sweet ride.

Finiti is compatible with the updated ramble xl, Joie’s new look carry cot that boasts a host of features including a wind shield that fastens to the canopy to keep little one safe from the elements. Ramble xl also has an extended canopy that is not only UPF 50+ but also water repellent and has a zipped ventilation panel, so no matter what the weather, new arrivals can be kept safe and comfortable. Ramble xl is now

approved for overnight sleeping making it a great option for on-the-go parents. In recent months, Joie have launched a carry cot stand to further support the added functionality of ramble xl.

If storage space is an issue, then the finiti is the perfect choice – whether the seat is fastened forward or rearward, this pushchair tucks closed and stands ready to store in a flash.

The bumpier the better for finiti, with a springy flex comfort seat that smooths out uneven rides right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and puncture-proof runner tyres.

Finiti is perfect for snoozing on the go thanks to the lie-flat recline that creates a cosy haven for new babies and energetic toddlers a like. When out and about, little one is shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

Weighing in at just 11.21kg, this featherweight pro manages the heavy lifting on every adventure, deftly transporting kiddos and all their excursion essentials.

from Joie Signature

Available niti bundles include the Travel Ready, Grow Ready and Click and Go, all o ering di erent options to suit di erent needs. Each bundle o ers a di erent car seat solution allowing parents to have a truly tailored travel system.

The Travel Ready Bundle includes the ever popular i-Level Pro. When paired with the i-Base Encore, this seat allows parents to have a 90-degree spinning infant carrier for easy ins and outs, as well as that almost at recline for safer breathing and healthy spinal development.

The Click and Go bundle gives parents a different infant carrier option, with the sprint. Sprint’s slim, baseless profile provides an easy backseat fit for families with small vehicles or multiple children in car seats. Like i-Level Pro, the sleek and stylish sprint comes with all the Signature styling you would expect, as well as the most up to date R129 safety compliance, including side impact testing.

Not only does sprint slot on to the back seat with its own ISOFIX connectors, but it is also compatible with the i-Base Encore, allowing parents the added advantage of a spinning seat to make life even easier.

Finally, the Grow Ready bundle gives parents the option of the calmi R129 lie at car cot, which can also be used on the niti’s wheels as a carry cot. Once

If storage space is an issue, then the finiti is the perfect choice –whether the seat is fastened forward or rearward, this pushchair tucks closed and stands ready to store in a flash. “ ”

little one has outgrown calmi R129, this bundle has the i-Harbour E toddler seat, suitable rear facing from 61cm-105cm/less than 18kg (approx. 6 months to 4 years) and forward facing from 76-105cm/less than 18kg (15 months to approx. 4years). The bundle also includes the spinning i-Base Encore, turning i-Harbour E into a spinning seat to make getting squirmy toddlers in and out of the car, even easier.

Whatever the need, there is a niti bundle to suit every requirement, and with a range of fashions, including Eclipse, Maple and Evergreen, there’s an option to suit every style as well.

uksales@joiebaby.com www.joiebaby.com

Barking Mad

In his latest column, Pramland’s John Barker shares his thoughts from the road, re ecting on a busy start to 2026, the ongoing pricing pressures facing independent retailers, and the product innovations currently exciting customers. From industry frustrations to standout launches, John delivers his trademark honesty and insight.

Hello everyone and welcome to the pages of the magazine that I call home. You guessed it, I’m o again. This time I’m on a train to the big city, London, to visit iCandy at their top-secret event.

Given that we all saw the Core 2 in Harrogate, and I can’t see there being a revision to the popular Pip just yet, I can only assume it’s time for either an Orange 5 or a Peach 8. Given the number of Peach 7 colours that have been discontinued, it doesn’t take Sherlock Holmes to work out that this is the likely candidate. I guess I’ll nd out soon enough, although I probably won’t be able to talk about it until a later stage thanks to a nice big embargo.

I hope business has been good and that many of you found January to be a strong start to 2026. Although the month seemed to start slowly, it soon built to a frenzy, before dropping o again as many people struggled with

the wait for payday. As the nal week came around, so did the crazy levels of business again, so overall I can’t complain about a good start to the year and I hope that it continues at this level.

I’ve received a fair bit of feedback from my last article from many retailers, mostly positive. It would appear that the majority of stores out there agree with my opinions on the activities of some of the brands. I’ve been pleased to hear this, as sometimes being an independent it’s hard to know whether what you think is just in isolation, or if there are others out there who agree with you.

I wish I could say that this month I’m going to be a little more positive, but sadly I feel there are still brands and retailers out there that simply do not get it. Just in the last couple of days I’ve seen 23% discounts on the best-selling travel system in the market. Why? This product sells like hot cakes, all day long, at full RRP. Why would you choose to give 23% away

“

I hope business has been good and that many of you found January to be a strong start to 2026. Although the month seemed to start slowly, it soon built to a frenzy, before dropping off again as many people struggled with the wait for payday

and still su er the cost of shipping the product to the customer? You’re not earning anything.

The current bugbear for us independents has to be that well known online catalogue brand. O ering 20% o new orders if customers sign up for a credit account is killing the industry, and the brands must look at this. We all know price xing is a big no go, but many brands manage to have products excluded from voucher codes. This is something that simply has to happen, or retailers will start to respond to it.

We’d all happily give 20% o a travel system if the majority of customers end up paying hundreds percent APR over the next XYZ years. Crikey, can you imagine selling someone a £1,000 travel system for £800, but then actually banking £1,900 over the next 18 months? It’s the dream.

I personally ask each and every brand reading this, please, for the sake of the industry, stop this madness. Your stores are hurting and we need your help to survive. Our costs are skyrocketing, just like yours, but we can only sell what we can sell. As a

Just

result, we need to make sure we earn, and earn well, off everything we sell. I guess eventually everyone will have an account with this particular catalogue store and the discounts will stop. Until then, all we can do is keep fighting.

Other than this, what have I been up to? Well, we’ve been playing around with all the “newness”, is it just me that really hates that word? It really is marketing garbage, isn’t it? Mainly all the folding carrycots.

The first two contenders to hit the shop floor have been the Venicci Tila and the Silver Cross Breez. The response to both has been fabulous, with both hitting the ground running. Venicci are even reporting that due to demand, new orders are now a couple of months away. Both products represent good quality, viable options for everyday use.

Historically, this type of product may have been deemed more

occasional use, or travel friendly, but these two completely repaint that picture. With modestly sized, well specced wheels and suspension, they really will be at home everywhere, from the high streets to the park and beyond. As customers’ cars get smaller, or more precisely their boots get smaller thanks to large batteries taking up vital storage space, these compact one piece folding options are going to become more and more relevant. I’m not convinced they will become the norm in the market, as I genuinely feel parents will still hunger for slightly larger products, but they will certainly have their place.

Another product I’ve been getting to grips with is something I’ve really fallen in love with from Maxi-Cosi, the latest Coral 360 Pro Slide, or something like that, Maxi-Cosi’s naming conventions lost me six or seven years ago.

As a product, I honestly believe it is perfect for parents. It’s proof that if the first version doesn’t work, try again. Firstly, the new base is a joy to use. The improved mechanism is wonderfully simple and never snags when you pull or push the slide in or out. The fact it now has a slide window, meaning you don’t have to be perfectly in line, is so welcome, and it also helps with cars that have a really high rear wheel arch.

The recline on the seat addresses another long standing wish for many parents to be, and the fact the seat now accommodates the full 15 months is a welcomed must. Simple things, such as the canopy being attached to the inlay, seem obvious,

but they really do contribute to the overall improvements.

It’s at the point the customer removes the seat from the base that their face drops at the weight of the Coral. You can see their disappointment, only for that to change to delight when you show them that if they’re carrying the seat any distance, they can effortlessly remove the inlay. Wow, it’s so light.

As a parent, this product would have fitted my lifestyle perfectly, and I truly believe this could be my product of 2026. Well done, Maxi-Cosi.

So, until next time, may business be good, please keep your heads up, better times are coming. Trust me.

Growing with Purpose

From refocusing the range to relocating to a landmark new store, Daisy Tree Baby owner Gemma Stewart re ects on reshaping the business, supporting modern families and why being part of a parent’s rst big purchase never gets old.

You took over Daisy Tree in 2023. When you look back to those early days, how has the business grown and changed, and what are you most proud of so far?

Looking back, the business has changed quite a bit since we took over. The previous owner o ered shoe tting and a selection of clothing up to age four. We sold o the shoes and initially kept the clothing, expanding it up to age six. However, we found clothing wasn’t selling as well as we’d hoped and it wasn’t attracting the customers we wanted to cater for, so we scaled back to just a small selection of infant clothing.

We also had a large wooden toy selection, but as it’s very seasonal, sales were up and down, so we reduced that too. Instead, we concentrated on travel systems and car seat ttings, taking on a couple of new wheeled goods brands and expanding the ranges we already stocked so we could o er more choice.

As a result, we saw a real shift in our customer base. When we rst took

over, most customers were grandparents, aunts and uncles buying special gifts. Now we see far more expectant parents and families visiting us.

What I’m most proud of is when expecting parents choose to buy their travel system from me. It’s often the rst big purchase on their journey into parenthood and being part of that always feels like a privilege.

Running an independent isn’t always plain sailing. What have been some of the trickier moments, and what successes have made it all feel worthwhile?

Holidays are de nitely tricky. I’m very lucky that my mum is part of Daisy Tree, mainly behind the scenes, but she keeps me right and covers when I take time o . I try to plan holidays around quieter periods and keep them short.

I also have a young family. My daughter is ve and she’s a saint, she understands that mum has a shop and loves spending time with her grandparents and auntie. With my

We have a fantastic floor space where customers can browse comfortably and we can properly demonstrate travel systems. Strollers are displayed fully rather than folded away, and we’ve added nursery furniture to the range.

partner working full time as well, nding dedicated family time can be a challenge.

In terms of success, moving into our new premises after a year of planning has made it all worthwhile.

Moving into bigger premises is a huge step. What drove that decision, and how has the extra space

changed the way you run the business day to day?

There were several reasons for the move, but space was a big one. Our old shop was in a moderate-sized town with a lovely community and a thriving high street, but it was very boutique in size. We were tight for space, especially with wheeled goods, and during summer we’d even have a display pram outside just to create room inside.

We also found ourselves turning customers away because we didn’t stock the brands they were looking for, and without private parking we were carrying out car seat ttings on the high street.

Now we have a fantastic oor space where customers can browse comfortably and we can properly demonstrate travel systems. Strollers are displayed fully rather than folded away, and we’ve added nursery furniture to the range. Having a dedicated car seat room and private parking has made a huge di erence too, and we’ve seen a big increase in

customers coming to view seats and have them tted into their own vehicles, which they love.

Location was another key factor. We’re now situated on the A96, which links Aberdeen to Inverness, making us far more accessible. An added bonus is that I’m much closer to my family. I used to do a 75-mile round trip to the shop, often longer if I was delivering items to customers. Now I’m just 10 minutes from home, which is especially important with my daughter starting school after the summer.

You’ve also given the website a refresh. How important is online alongside bricks and mortar for you, and what di erence has the new site made?

The website acts as a window into the business, letting customers see what we stock and the brands we carry. These days, people often look up a business on their phone to check if it’s right for them, especially as we’re now on such a busy road and get lots of drive-by interest.

Most of our online sales tend to be gifts and car seat accessories. We don’t see as many full car seat or stroller sales online. I manage the website myself in-house and I’ll admit I’m guilty of not updating it as often as I should,

but that’s something we’re looking at for the future.

Social media feels more important than ever for independents. How do you use it to support the shop, and what sort of posts do parents really engage with?

It plays a huge role for us, and we nd that stories get the most engagement. I really appreciate it when brands provide ready-made social content that we can use and personalise.

With posts, anything personal tends to get a better response than purely informative content. People buy from people. My goal this year is to feature myself more in posts and stories so customers can get to know me better, although I’d happily stay behind the camera if I could!

When it comes to sales, which product categories are ying at the moment, and are you noticing any shifts in what customers are asking for?

Car seats are extremely busy at the moment. The Avionaut Stardust has been hugely popular, as soon as stock arrives it’s gone. It o ers extended rear-facing on an ISOFIX rotating base, with the option to forward-face too. With a 22kg weight limit and the ability

“Car seats are extremely busy at the moment. The Avionaut Stardust has been hugely popular, as soon as stock arrives it’s gone. It offers extended rear-facing on an ISOFIX rotating base, with the option to forward-face too. With a 22kg weight limit and the ability to convert into a high back booster, it really ticks all the boxes and fits children brilliantly from little ones right through to older kids.

to convert into a high back booster, it really ticks all the boxes and ts children brilliantly from little ones right through to older kids.

With travel systems and buggies, it’s all about compact folds and travel approval. We’re also seeing growing interest in folding carrycot travel systems, and I expect that to increase as we head into the holiday season.

From your point of view, do you feel supported by the brands you stock, and what does good support look like for an independent like Daisy Tree?

We do feel well supported by our current brands. Reps regularly ask if there’s anything they can help with, and they’ve been great at supplying POS and stands for the new store.

They often apologise for not visiting as much as they’d like due to our location, especially in winter when the roads can be challenging. I always say that as long as I can contact them easily and they keep me up to date, that support works well for us.

Are you on the lookout for any new brands, and what catches your eye when considering something new? With the new store, we’ve already taken on several new brands, but there are a few more we’d love to work with

new!

and have already reached out to, so watch this space.

Usability is the main thing I consider. Our customers range from rural families needing all-terrain strollers to city dwellers looking for something compact. With car seats, safety ratings, additional testing and ease of use are key.

When sourcing new products, where do you usually nd them?

It’s a mix of everything, but we love our annual trip to Harrogate. Each year we create a wish list, then at the end of each day we review what we’ve seen and decide what to order.

We also ask our customers what they want from Daisy Tree. At the end of the day, we’re here to support them.

You’re a Good Egg Car Seat Specialist. What bene ts does that bring for you and your customers?

With so many car seats on the market, the Good Egg training has been invaluable. Customers know they’re receiving expert advice from a trained specialist, whether that’s rear versus forward-facing, ensuring the child ts the seat correctly, or tting the seat safely into their vehicle.

When I had my daughter, I didn’t

“We love our annual trip to Harrogate. Each year we create a wish list, then at the end of each day we review what we’ve seen and decide what to order.

know anything about car seats and felt nervous about asking for help. I felt judged and wasn’t given clear options, especially as she’s very tall. Since completing the Good Egg course, I’m determined no parent leaves feeling like that, and being able to o er reassurance and choice gives me real satisfaction.

iCandy collaborates with Peppa Pig

The iCandy Pip in Muddy Puddle is a playful new collaboration with Peppa Pig, combining iCandy’s sleek design with a rich chocolate-brown colourway inspired by family fun.

Ultra-light at just 7kg and IATA cabin-approved (check with airline before travel), the Pip is perfect for travel, everyday outings and compact storage.

Featuring a lie- at seat suitable from birth to 25kg, a one-handed fold, car seat compatibility and an extendable, UPF 50+ canopy, the Pip delivers comfort, convenience and style in one compact stroller. Includes reversible seat liner, removable bumper bar, footrest, carry bag and raincover. www.icandyworld.com

And nally, is there anything exciting on the horizon for Daisy Tree?

There’s a service I’ve been thinking about launching, but rst we need to get fully settled into the new store. We’ll also be enhancing the customer experience, once the weather nally stops raining so we can nish it properly.

Max from Joie

Introducing the i-Spin 360 Max from Joie, a spinning superstar that takes little one all the way from birth to approximately 12 years old, providing long term value for money, convenience and peace of mind.

Suitable for rear facing use from 40-105cm (birth to approx. 4 years) using the 5-point harness, i-Spin 360 Max can then be turned forward facing for use with the 5-point harness from 15 months and 76cm to 105cm (approx. 4 years). Once they have outgrown the 5-point harness it can be used with the vehicle seat belt from 100-150cm (approx. 3.5-12years)

Made for easier ins and outs, i-Spin 360TM Max has a 360-degree rotation with an easy access Simple Swivel turning activator, handily places where you would naturally reach, for an e ortless spin. uksales@joiebaby.com www.joiebaby.com

Where style meets longevity

CuddleCo continues to prioritise nursery furniture that feels calm, enduring and easy to live with.

The Burford collection exempli es this approach, blending classic design in uences with a soft, contemporary nish that complements the wider home. Designed to support families beyond the newborn stage, the collection focuses on longevity, o ering pieces that transition naturally into toddlerhood.

This forward-thinking design encourages a more considered investment, balancing visual appeal with everyday practicality. Burford re ects CuddleCo’s belief that nursery furniture should feel reassuring and cohesive, providing a timeless foundation that supports both changing needs and evolving interiors.

www.cuddleco.co.uk

Beautifully crafted

The Little Green Sheep’s much-loved range provides a safe place for baby to spend their rst six months as they grow, develop and dream.

Beautifully crafted with natural materials and using specially sourced palm leaf, The Little Green Sheep’s Moses basket provides a calming space for baby to sleep soundly from birth.

The handwoven, lightweight and portable Moses basket comes with a premium-quality liner, available in a range of colours and patterns made from soft, comforting fabrics. Complete with the brand’s signature chemical-free mattress to create the purest environment for sleep, it o ers rm support, as recommended by safe sleep experts.

TEL: 01789 734 022    trade@greensheepgroup.com

Big Style for Little Spaces

Creating a nursery is one of the most enjoyable parts of preparing for a new baby. It’s a chance for parents to get inspired, explore their options and put together a space that feels both practical and personal.

For many parents, designing the nursery is a genuinely exciting experience. It’s often the rst room they plan entirely around their child, and that sense of anticipation shines through in how they approach furniture choices. Rather than focusing only on what they need, parents are taking time to think about how the room will look and feel. Furniture has become part of a wider picture that includes colour schemes, nishes and decorative details.

Today’s parents are drawn to furniture that o ers exibility and long-term value. Convertible cots, dressers that can be used as changing units and clever storage solutions are particularly appealing, as they grow with the child and feel like a sensible investment. Style remains just as important, with neutral colours, natural wood tones and simple designs continuing to lead the way. These choices allow the nursery to sit comfortably alongside the rest of the home, rather than feeling like a completely separate space.

Brand recognition has a strong in uence on buying decisions in this category. Trusted names help parents feel con dent they are choosing safe, well-made furniture, while newer brands often attract attention with fresh designs and modern nishes. Social media has also become a major source of inspiration, with nursery tours, room reveals and styled images helping parents picture how furniture will look in real homes. This often encourages them to buy matching ranges to create a coordinated look.

For nursery retailers, furniture remains a key category. It naturally encourages higher spend and gives retailers the opportunity to showcase complete room sets alongside décor and accessories. Many parents enjoy browsing both in store and online, taking their time to compare options and ask for advice. Retailers who can o er guidance, clear displays and helpful product information are well placed to support customers through this decisionmaking process.

Sustainability is another growing consideration. Parents are increasingly interested in where furniture comes from, how it is made and how long it will last. Products made from responsibly sourced materials, with durable nishes and a longer lifespan, are becoming more appealing as families look for choices that feel good in every sense.

Ultimately, the nursery is seen as a special part of the home. It’s a space parents take pride in creating and enjoy bringing together piece by piece. With its mix of style, practicality and emotion, nursery furniture continues to be an important and rewarding area for both parents and retailers.

CuddleCo’s Burford Collection

Soft woodeffect finish

Obaby adds The Aspen to their already much loved Nika Collection, a contemporary nursery collection designed to meet the demands of modern family living while delivering strong retail appeal.

Clean lines and a soft wood-e ect nish, Nika balances minimalist aesthetics with everyday functionality. The collection includes a Cot Bed, Changing Unit and wardrobe, all designed for longevity and ease of use, with considered storage solutions and durable construction.

Transitions seamlessly as children grow, the Nika Aspen re ects Obaby’s ongoing commitment to practical design, quality craftsmanship and commercial relevance within the nursery furniture category.

In-Stock Mid-March 26 www.obaby.co.uk

Timeless elegance

The Bordeaux Oatmeal Furniture Set from BabyStyle brings timeless elegance and practical design to any nursery.

Finished in a soothing, soft oatmeal tone with warm wood-e ect details and re ned handles, this set blends contemporary style with classic charm. It includes a sturdy cot bed with a 3-position adjustable base and teething rails, a spacious double wardrobe with soft-close doors, and a convenient dresser with removable changing top and generous drawer space — perfect for growing storage needs.

Built for durability and versatility, the Oatmeal set creates a cosy, stylish environment for your baby to rest, play and grow.

www.babystyle.co.uk

A nursery hug from Chicco

Chicco’s must-have nursery duo brings versatility, comfort and timeless style to modern parenting.

The Baby Hug 4-in-1 Armonia evolves from a cosy newborn crib to a recliner, highchair and toddler chair, supporting babies through their early routines while its soft, neutral tones t seamlessly into any room. For longer-lasting sleep solutions, the Next2Me Forever Bedside Crib in Ash Grey is designed to grow with baby, allowing little ones to remain familiar with their sleep space as it transitions from bedside crib to cot and later to a Montessori oor bed in their own room up to four years. Its contemporary neutral nish complements any interior.

Both Chicco favourites are available from RKW, for more information, please contact the below.

TEL: 0333 220 6070

sales@rkwltd.com

Traditional and stylish

For a traditional yet stylish look in a baby’s rst bedroom, the best-selling Snowdon nursery furniture collection from Ickle Bubba is the perfect choice.

Available in a classic white colourway, the collection o ers all the essential pieces needed to create a complete nursery, including a classic cot bed, a changing unit, and a wardrobe, while also o ering a mini 4-in-1 cot bed for space-conscious parents. The range is available in two- or three-piece bundles.

The Snowdon collection combines a luxury heritage style with modern functionality, using highquality, durable materials built to last through early childhood.

www.icklebubba.com

Considered purchase

As parents become more considered in how they design and invest in their nurseries, furniture choices are evolving beyond looks alone. Faruk Giray, UK Country Director of ebebek, shares what he’s seeing in store and online, from shifting expectations and popular styles to sustainability, value, and where the category is heading next.

From what you’re seeing in store and online, what nursery furniture trends are really coming through at the moment, and how have parents’ expectations changed over the last couple of years?

Over the last couple of years, we’ve seen parents become much more thoughtful in how they approach nursery furniture. Design is still important, but it’s no longer the only driver. Parents are asking more questions about how long a piece will last, how practical it is for everyday life, and whether it will still make sense as their child grows. There’s a clear shift towards furniture that feels reassuring, adaptable, and genuinely useful beyond the baby stage.

When parents are shopping for a cotbed, what styles seem to be the most popular right now, and what are they drawn to?

Cotbeds remain the starting point for most parents, and the preference is very much for calm, timeless designs. Parents are drawn to styles that don’t feel overly trendy and can sit comfortably in the home for years to come. Practical features like convertibility and adjustable mattress heights matter a lot, but so does the overall feeling. Parents want something that feels safe, solid, and easy to live with.

Are there any finishes, colours or design details that are standing out as favourites?

Yes, we consistently see strong interest in neutral colours and natural wood finishes. These tones feel calming and flexible, which is important for parents who don’t want to redecorate too quickly. Design details are generally kept subtle, smooth finishes, rounded edges, and clean lines tend to resonate because they combine aesthetics with a sense of safety and quality.

How are full room sets performing compared to individual furniture pieces?

Both perform well, but in slightly different ways. Firsttime parents often lean towards full room sets because they take the guesswork out of the process and offer peace of mind. More experienced or design-confident parents are happier to mix and match, especially when they’re working around a specific space or layout. We see value in supporting both approaches.

We consistently see strong interest in neutral colours and natural wood finishes. These tones feel calming and flexible, which is important for parents who don’t want to redecorate too quickly.

With the ongoing cost pressures, how pricefocused are parents being?

Parents are definitely more conscious of spend, but they’re not simply looking for the cheapest option. What we hear most often is a desire for value, furniture that feels worth the investment. Pieces that grow with the child or serve more than one purpose are particularly appealing, as they help parents feel they’re making a smart, long-term choice.

How often does sustainability come up in conversations with parents?

Sustainability is coming up more naturally in conversations now. It’s not always the first thing parents ask about, but it often plays a role in the final decision.

When sustainability is linked to durability and long-term use, it feels more meaningful and relevant to parents rather than just being a nice-to-have.

What kind of accessories work well alongside nursery furniture, and how do you help parents complete the look?

Accessories are a really important part of building a nursery. Mattresses, storage, textiles, lighting, and soft décor all help bring the space together. We focus on helping parents visualise how everything works as a whole, whether that’s through in-store guidance or online inspiration, so they feel confident creating a complete and practical nursery.

How important is social media in driving nursery furniture sales for you?

Social media plays a big role, particularly in inspiring and educating parents. Furniture is a considered purchase, so parents often use social platforms to visualise ideas, understand features, and build confidence before they’re ready to buy. It supports the journey rather than driving instant conversion.

Looking ahead to 2026, how do you see the nursery furniture category developing, and how is ebebek preparing?

Looking ahead, we expect nursery furniture to continue moving towards more flexible, design-led solutions that offer real long-term value. At ebebek UK, we’re very confident in the category and see it as an important growth area. We’re continuing to strengthen our furniture offering, and very soon we’ll be welcoming several well-known, trusted brands into our portfolio, allowing us to offer parents an even stronger and more comprehensive selection.

Designing Nurseries

In this interview, CuddleCo Managing Director Marc Kelly shares his insight into how nursery furniture is evolving, from the rise of timeless design and multifunction pieces to how parents are shopping more thoughtfully and building rooms that grow with their families.

Expectations have become more considered overall. Safety and practicality are a given, but parents now expect longevity, cohesion and the ability to evolve the room over time.

What kind of trends are you seeing in nursery furniture at the moment, and how do you think parents’ expectations have changed over the last couple of years?

The biggest shift is towards more timeless nursery furniture. Parents want core pieces that feel calm, considered and at home within the wider interior, rather than something designed purely for a short life stage.

Trend expression is increasingly coming through colour palettes, nishes and accessories instead. Softer tones, warm neutrals and subtle patterns allow the room to feel current without replacing the furniture itself. The Clara collection supports parents in creating a reassuring, timeless environment, while also encouraging a more exible way of shopping.

Expectations have become more considered overall. Safety and practicality are a given, but parents now expect longevity, cohesion and the ability to evolve the room over time. This naturally supports a Shop the Room approach rather than one-o purchases. When it comes to cotbeds, what styles are really standing out right now, and what do you think parents are being drawn to most?

Timeless cotbed designs are clearly leading the way. Clean lines, classic proportions and softer detailing are resonating far more than anything overtly trend-driven. Our philosophy is to create timeless pieces designed to grow with your little one, which is re ected in the Beaumont range. It o ers two distinct cotbed styles, one with a more traditional design, and another with a grander feel.

Parents are drawn to cotbeds that feel dependable and versatile, designs that will not date quickly and can transition seamlessly into toddler and day-bed stages. From a retail perspective, these styles also sit comfortably across multiple room looks, making them easy to merchandise alongside changing colourways and accessories.

What nishes, colours and little design details are proving most popular, and how does consumer feedback in uence what you focus on as a brand?

Warm neutrals and natural nishes continue to perform strongly, particularly when paired with subtle, practical detailing. Softer edges, thoughtful storage features and balanced proportions all matter in real homes.

Consumer feedback helps us re ne rather than reinvent. Parents are very clear about what works day to day, and that insight informs how we balance visual appeal with usability. For retailers, this consistency means ranges remain relevant season after season, while still allowing refresh through complementary products. Pieces from the Aria range remain a popular choice, combining strong visual appeal with generous storage. They work particularly well alongside warmer, natural nishes, allowing parents to introduce contrast while keeping the overall look cohesive.

How are room sets performing compared to single furniture pieces? Are parents still keen on buying a full coordinated look, or are they more into mixing and matching?

Room sets remain an important part of the category, particularly for rst-time parents who value reassurance

That Last

and simplicity. A coordinated set provides an easy starting point and removes decision fatigue. At the same time, we are seeing growing confidence in purchasing single pieces, often combined with different colourways or accessories. This is not a move away from cohesion, but towards flexibility. As a result, our ranges are designed to work both as complete sets and as individual items, supporting Shop the Room merchandising while allowing parents to build their nursery in stages.

Creating timeless pieces that grow with families is a practical approach to sustainability, and one that aligns naturally with both consumer expectations and responsible retailing.

With budgets under pressure, how costconscious do you feel parents are being, and is multifunction furniture something you are seeing more demand for?

Parents are certainly more thoughtful about spending, but they are still willing to invest in the right products. Value is increasingly defined by longevity rather than initial price.

The expansion of the Clara collection includes multifunction furniture such as convertible cotbeds, changers that double as dressers, and larger wardrobe solutions that adapt as storage needs change. These pieces help parents feel confident they are making sensible, long-term choices, and they also give retailers a clear quality and value story to communicate in-store.

How important is sustainability in the nursery furniture category right now, and how is CuddleCo responding to that in terms of materials and design?

Sustainability is an important consideration, but it sits alongside safety, durability and longevity rather than replacing them.

Our most meaningful response is designing furniture that lasts longer and does not need frequent replacement. Creating timeless pieces that grow with families is a practical approach to sustainability, and one that aligns naturally with both consumer expectations and responsible retailing. All our collections are designed to be multi-use and grow with your child.

This kind of content helps bridge the gap between inspiration and purchase, particularly when it shows how furniture and accessories work together as a complete room rather than individual products.

What kind of accessories work really well alongside nursery furniture, and how can retailers use these to upsell and help parents create a complete nursery look?

Accessories play a vital role in completing the room. Our nursery essentials collection includes bedding, changing accessories and storage, allowing parents to introduce personality and current trends without long-term commitment.

For retailers, this supports strong Shop the Room storytelling. Accessories are easy to update seasonally, simple to merchandise alongside furniture, and help parents visualise a finished space. This increases confidence and encourages multiple-item purchases rather than isolated decisions. How does social media influence this category? Do you see it more as a place to inspire parents, educate them, or directly support purchase decisions?

Social media influences all three, but reassurance is central. Parents want to see furniture in real homes, styled in a way that feels achievable rather than aspirational.

As you look ahead through 2026, are you planning to develop and evolve the CuddleCo nursery furniture range further to reflect changing lifestyles, trends and retailer needs?

Yes, very much so. Our focus is on how families live today, not just at the newborn stage, but right through early childhood.

We are continuing to develop furniture that works in real homes, supports families as they grow, and gives retailers flexible, well-considered ranges that are easy to merchandise. It is about staying relevant without chasing trends, and maintaining a clear, confident offer in-store.

www.cuddleco.co.uk

Essential carrying

From hands-free convenience to health-led design, baby carriers have evolved into one of the most dynamic and fast-growing nursery categories, driven by changing lifestyles, trusted brands and powerful social in uence.

Once considered a niche accessory, baby carriers and slings have rmly established themselves as everyday essentials for modern parents and caregivers. Over the past decade, the category has seen consistent growth, fuelled by lifestyle shifts, greater awareness of infant wellbeing and a growing desire for products that support both bonding and mobility.

At the heart of this rise is convenience. Baby carriers allow parents to stay active and hands free while keeping their baby close, whether navigating daily errands, school runs or travel. As parenting culture becomes increasingly on-the-go and experience-led, carriers o er a practical solution that ts seamlessly into busy routines, supporting connection without compromising exibility.

Alongside lifestyle appeal, education around infant health has played a signi cant role in shaping consumer demand. Increased awareness of hip dysplasia, and the importance of healthy hip positioning, has encouraged parents to be more considered in their carrier choices. Many now actively seek products that support the recognised “M” position, where a baby’s knees sit higher than their bottom, promoting optimal hip alignment. Endorsements and approvals from recognised medical bodies have become powerful trust markers at retail, reinforcing con dence at the point of purchase.

Brand strength is another key driver in the category’s success. With a wide range of carriers available, parents often turn to familiar, trusted names that signal safety, comfort and thoughtful design. In a product category so closely linked to a baby’s physical development, reputation and reassurance matter. Strong branding, clear product messaging and guarantees around quality and durability help elevate carriers from considered purchases to must-have essentials.

Social media has further accelerated growth, transforming how parents discover, research and engage with babywearing products. Platforms such as Instagram and TikTok now act as visual shop windows, where real families, in uencers and brands demonstrate carrier use in everyday life. From styling inspiration and practical tips to educational content and tutorials, social media plays a dual role in both awareness and conversion. For retailers, this digital visibility creates valuable opportunities to connect online engagement with in-store or e-commerce sales. With high engagement, strong repeat potential and growing basket spend opportunities, baby carriers represent a lucrative and resilient nursery category. Stocking a considered range that supports di erent needs reassures customers and encourages loyalty, making carriers a valuable addition to any nursery retail o ering.

Across the following pages, we showcase a selection of carriers and slings that are all available to order now.

Comfort that moves with you

Meet the Nuna CUDL deux, a premium baby carrier designed for modern parents.

For year-round versatility, the CUDL deux features interchangeable panels to adapt to changing seasons. Crafted with breathable mesh to keep baby cosy and supported, from newborn to toddler. Four ergonomic carry positions adapt as your little one grows, while magnetic buckles make secure fastening e ortless.

Sleek, stylish, and intuitive, the CUDL deux delivers hands-free freedom without compromise. Designed for everyday adventures, bonding moments, and parenting on the go. www.nunababy.eu/uk

Ergonomic carrying

This ergonomic baby carrier from Joie won’t break your back or the bank. Savvy lite air makes baby wearing all about hugging not lugging, with 3 modes of use for in a super breathable mesh fabric. Perfect for developing spines, savvy air and savvy air light keep little ones cradled in their natural C shape, hugging them in their favourite foetal position, as well as protecting their hips in an ergonomic M position.

The smart and secure lumbar strap distributes weight evenly and adjusts easily for a ne-tuned t. Soft but sturdy support cradles little heads, so even brand-new babies can snuggle up securely. The lightweight mesh has been specially designed to let delicate skin breathe, keeping your precious bundle comfortable at all times. AutoClick magnetic buckles on the shoulder straps make it super easy to get savvy air lite on and o . uksales@joiebaby.com www.joiebaby.com

Supporting closeness

Designed to support closeness from day one, the Dreamgenii Snuggleroo baby carrier keeps little ones snug, secure and soothed.

Created with parent comfort in mind, its ergonomic design helps distribute weight evenly, reducing pressure on shoulders and back. Soft, breathable fabrics and easily adjustable straps ensure a tailored t for every caregiver, while keeping baby in a natural, supported position.

Perfect for hands-free days at home or on the go, Snuggleroo allows caregivers to move with ease while keeping baby close. Comfort, connection and con dence, wrapped into one beautifully designed carrier. Loved by parents seeking practicality without compromising on style. www.babycentral.co.uk

Ergonomic excellence

As a leading global brand, CYBEX continues to set standards for every product category, including baby carriers.

The ever-growing CYBEX carrier portfolio re ects the brands commitment to premium quality, ergonomic excellence and modern lifestyles.

The CYBEX COYA carrier is designed for parents seeking intuitive comfort and versatility. Supporting healthy hip development and o ering multiple carrying positions, it combines functional performance with sleek styling making it an ideal essential for baby and beyond!

The Boucle carrier from CYBEX brings a softer fashion forward aesthetic pairing trend-led fabrics with the same trusted ergonomic support which CYBEX is known for.

Babywearing o ers multiple bene ts from fostering closeness and emotional bonding to providing hands-free freedom for parents. With thoughtfully designed carriers, CYBEX ensures babywearing ts seamlessly into family life (much like the full CYBEX range)!

Who knows what might be around the corner for CYBEX baby carriers…

www.cybex-online.com

Zip up and go

Launching in the UK from May 2026, the Voksi Huddle is a brand-new baby carrier designed to make everyday babywearing e ortless.

Already a hit in Norway, Latvia and the Benelux, Huddle slips on like a jacket, simply place baby inside, zip up and you’re ready to go.

Designed with babywearing experts and real parents, it’s newborn-ready with no extras needed and adjusts easily from the front. Certi ed back-friendly by AGR and ergonomically approved for both baby and parent, Huddle is built for comfort and ease and will be available in three colours.

A Red Dot Design Concept Award 2025 winner, it’s a smarter way to carry.   For more information contact the below.

support.uk@besafe.com  | www.voski.com/en

Get Savvy with Joie

Baby carriers continue to move from nice-to-have to everyday essential for today’s parents. Joie’s Head of Product Development, Damon Marriott, shares how the Savvy range is performing, what’s driving growth in the category, and why babywearing remains a strong opportunity for nursery retailers.

The Joie Savvy range has been a real favourite since launch in your range, how has it been performing, and what does that tell you about how parents are using and buying baby carriers right now?

Yes, since launch the Savvy sales have continued to rise month on month, and since we refreshed the design for launch in 2025 it has really taken off. We are certainly seeing strong brand loyalty within the baby carrier category, which aligns with the growth of our from birth 2in1 and 3in1 prams, such as the Joie Signature finiti.

When parents are choosing a carrier, what are the big things they’re actually looking for, and what feedback do you hear most often?

Ease of use and functionality are the two key driving factors behind the success of our Savvy range, as both feature magnetic buckles that allow for simple and swift loading and unloading of little ones. Product longevity, supporting parents from baby through to toddler, is also an important consideration.

From a nursery retailer’s point of view, why are carriers such a great category to get behind, and how can they really make the most of them instore?

Baby carriers are not usually the primary purchase for expectant parents, but they are the perfect add-on accessory for new families. They are suitable for use both in the home and out and about, making them an ideal product to discuss in-store when parents are choosing their main items, such as pushchairs and car seats.

Social media plays such a huge role in how parents discover products. How does Joie use platforms like Instagram and TikTok to show the benefits of babywearing and bring your carriers to life?

We are primarily focusing on Instagram, following the launch of our dedicated UK page last year. We film a large amount of content at our head office in the Midlands, as well as on location in the surrounding areas. This gives us a strong platform to show exactly how to use Savvy, while also answering commonly asked questions around safe babywearing, age suitability and the different modes of use.

What kind of carrier content tends to land best with parents online, and are you spotting any social trends that are changing how you talk about and promote babywearing and your Savvy range?

Parents want to see how products perform in real-life scenarios, so we use our platforms to show real people using them in real-world environments. We share a wide range of lifestyle images and videos to showcase the versatility of baby carriers, from wearing at home to keep hands free for everyday tasks, through to outdoor walks where uneven terrain makes using a stroller more challenging.

How price conscious do you feel parents are when making their carrier purchase? Are brand names pivotal within this category?

Price continues to play a significant role in decisionmaking, and for some parents a baby carrier is still

“Baby carriers are not usually the primary purchase for expectant parents, but they are the perfect add-on accessory for new families. They are suitable for use both in the home and out and about, making them an ideal product to discuss in-store when parents are choosing their main items, such as pushchairs and car seats.

considered a luxury rather than an essential item. However, I would always recommend investing in one, as it quickly proves invaluable. That is why we target the £100 price point, ensuring accessibility for parents who want the best for their baby. Parents already trust the Joie brand across car seats, home products, prams, strollers and baby carriers, as we deliver value and functionality without compromising on safety, at a highly competitive price compared to others offering similar features.

All-in-one

The Ergobaby Omni Deluxe Baby Carrier is a premium allinone carrier designed to take you from newborn days to toddler adventures, comfortably and handsfree.

Suitable from 0 to 4 years (3.2–20.4 kg), it offers every carry position you need: front inward, front outward, hip and back, always in an ergonomic “M” position for healthy hips and spine. Extracushioned, crossable shoulder straps and padded lumbar support distribute weight evenly so you can carry longer with less strain.

With six cleverly placed storage areas – more than any other carrier on the market – your phone, keys, wallet and baby essentials stay close without the use of an extra bag.

Available in breathable SoftFlex Mesh or ultrasoft SoftTouch Cotton, the Omni Deluxe keeps baby cosy and supported, backed by the ErgoPromise Lifetime Guarantee. www.ergobaby.co.uk

Fits everyday life

Najell introduces the Easy Vol. 2, a new baby carrier designed with comfort and clean aesthetics in mind.

Created to make babywearing effortless while maintaining a stylish look, Easy Vol. 2 fits naturally into everyday life. Suitable from newborn up to around three years, it features a simple silhouette and versatile colors that work in everyday life. Magnetic one-hand fastening and adjustable sliders make it easy to put on and find the perfect position, offering ergonomic support when carrying. Designed in-house in Sweden, Easy Vol. 2 will be available from 26 February. www.najell.com

Award winning carrier

This award-winning Ara Carrier from Red Kite is a practical carrier features a whole host of positions for parents and baby to provide the comfort and style with 3 positions.

Whether being facing the world ahead, nestled into you falling asleep on your chest or just wanting to watch the world pass by behind you, this carrier has it all. With wide padded shoulder and waist straps to help you on your way. Includes handy easy access front pocket. Supports hip healthy ‘M’ shape position for baby’s comfort and ergonomics.

Fully endorsed by the International Hip Dysplasia Institute.

TEL: 01454 326 555 www.redkitebaby.com

From one clever idea to a multi award-winning business

Over 25 years ago, Hippychick began with a single clever idea — the Hipseat — brought to life by founder Julia Minchin. Today, that same problem-solving mindset still defines the business, with products designed to genuinely make parents’ lives easier. Hippychick has since grown into one of the UK’s leading distributors of toys, gifts and parenting essentials, expanding its ownbrand range alongside a carefully curated selection of respected international brands. With multiple industry accolades to its name, including five Progressive Preschool Awards for Best Distributor, Hippychick remains proudly family-run — combining commercial expertise with a real understanding of what parents and retailers need. www.hippychick.com

Nuna Design Meets Everyday Parenting

Nuna has built a reputation for blending considered design with everyday functionality, and its approach to carriers is no exception. We caught up with James Ward, Product Manager at Nuna, to discuss the evolution of the Cudl range, how parent expectations have shifted in recent years, and why style, simplicity and trust now play such an important role in purchasing decisions.

Nuna is known for its strong design-led approach. How does that shape the way you develop and position carriers within the wider nursery market?

We have continually evolved our Cudl range of carriers to offer a complete portfolio for every discerning parent or carer. This evolution has allowed us to expand the range, introducing models such as the Cudl Deux, which features two types of fabric designed to suit different environments and temperatures. At the premium end, our Cudl Luxe combines cashmere and silk, delivering the ultimate in comfort and luxury for both baby and wearer.

We saw a real spike in carriers during the lockdown years. Has that level of interest carried on, and how do you see the category sitting now?

The surge in interest during lockdown has not only continued but has become a mainstream choice for many parents. Cudl sales have grown consistently year on year, and our carriers are now a key recommendation for luxury retailers working with new and expectant parents. The category has matured, with parents seeking products that combine comfort, style and versatility. Our range now caters to a variety of scenarios and budgets, offering both functionality and a touch of luxury, which helps set us apart.

From what you see across retail, what tends to influence purchasing decisions most when it comes to carriers, for example features, brand trust, lifestyle fit, or something else?

Carriers are no longer just functional, they are part of a parent’s everyday style. For a premium brand like Nuna, staying on top of fashion trends matters just as much as ensuring comfort and safety. Parents also look for trust. They want to know that whichever carrier they choose delivers on quality and reliability. Balancing style, confidence and lifestyle fit has guided the way we’ve developed the Cudl range, making it both practical and effortlessly stylish.

How important are established brand names within this nursery category?

Being an established and well-known brand definitely makes our products a go-to choice for many parents. Ongoing awareness is key, which is why we focus on keeping new and expectant parents familiar with Nuna year after year. Trust is central to our approach and is reinforced by independent awards and certifications, including recognition from the International Hip Dysplasia Institute, ADAC, Red Dot, Which? and other design accolades. These recognitions help parents feel confident that Nuna delivers quality and reliability across all categories.

From a retailer point of view, what makes carriers a worthwhile category to invest in, and how can they make it work effectively on the shop floor?

Carriers are a natural add-on when parents visit to buy a pram or travel system. Shoppers are already looking for guidance for their new baby, so carriers become an obvious and valuable recommendation. Offering a range that is easy to demonstrate for all parents strengthens the category, helping retailers boost overall sales while giving parents a hands-on, practical experience.

Do you feel this is a product category that is a considered purchase and thoroughly researched by parents?

When demonstrated well in store, a carrier can often become an impulse purchase. Many new parents don’t initially view carriers as essential, simply because they are not always aware of the day-to-day benefits they offer. For parents who already recognise the value, there is usually some online research involved. That said, trying a carrier on in store can quickly influence brand choice. Ease of use plays a major role at this point, as some products can feel complicated. This is where the Nuna Cudl range stands out, offering an intuitive experience that feels comfortable and straightforward from the first wear.

How important is it that carriers are designed by brands to be hip healthy and acknowledged by the International Hip Dysplasia Institute to ensure correct infant positioning?

This should be a standard part of any carrier’s development, although that isn’t always the case across the category. For Nuna, ensuring correct infant positioning is non-negotiable. All of our carriers are tested and endorsed by recognised organisations such as the International Hip Dysplasia Institute, giving parents reassurance that hip-healthy design has been built in from the start.

Are there any wider lifestyle or retail trends you’re seeing that will influence how carriers are positioned and talked about over the next couple of years?

Fashion continues to play a major role in the premium carrier sector. Colour choices and material finishes will become even more influential as parents look for products that reflect their personal style. For Nuna, this means ensuring the Cudl range stays closely aligned with lifestyle trends, allowing carriers to sit naturally alongside what parents are already wearing and how they live day to day.

Nursery Trends

Azaria MD Amber Steventon shares her thoughts on the year ahead.

Practicality Meets Great Design

The nursery world has always evolved alongside the way families live - and 2026 will be no di erent. Versatility, convenience and emotional connection will be at the heart of buying decisions. Parents aren’t just picking up baby products anymore, they’re creating spaces and choosing products that grow and adapt with them. Functionality still matters, of course – but now it needs to feel personal, genuinely useful and cost-e ective too. Here at Azaria, we spend lots of time talking to parents, in uencers and the media. This ensures that we keep our ngers on the pulse of UK family life and create campaigns that really resonate. It also means that we are able to see emerging habits, so here is our top ve trends to watch out for in 2026.

1. Cabin-Fold Pushchairs: The Next Big Thing

Compact folding pushchairs have already transformed life for busy parents. Now, cabin-fold models are set to become the next essential item. Unlike older compact designs that focused purely on size, cabin-fold pushchairs are built to meet airline hand-luggage requirements. That means easier travel – whether it’s a quick weekend away or a big family holiday. In 2026, it is likely that we will see two big developments:

• Travel System Integration: More brands will create cabin-fold pushchairs that connect seamlessly with infant car seats, with no ddly adapters needed. The aim is simple - fewer decisions, less hassle and a more cohesive experience for parents.

• Everyday Performance: Cabin folds are no longer just ‘holiday pushchairs’. Newer models are o ering better suspension, stronger wheels and more storage, making them just as practical for daily life as they are for airports.

For time-pressed families juggling work, life and little ones, cabin-fold pushchairs are shaping up to be a genuinely smarter choice.

2. Multi-Use Products: Buy Once, Use for Longer

Parents are more thoughtful than ever about what they buy. Budgets are tighter, expectations are higher, and sustainability is front of mind. That makes 2026 the year of clever, multipurpose baby product – think of it as the ‘Swiss Army knife e ect’ for nursery products!

• Convertible Furniture: Cribs that turn into toddler beds, dressers with built-in changing tables, and storage that doubles up as seating, are all becoming hugely popular. These pieces save money, reduce waste and grow alongside a child.

• Modular Designs: Parents love exibility. Stackable storage, adjustable shelving and recon gurable furniture let families adapt their space as needs change.

• Adaptable Everyday Essentials: We’ll see more products designed to do double (or triple) duty! Even soft furnishings are getting smarter, with reversible bedding, adjustable sleep bags and multi-use changing mats that work just as well as playtime cushions.

This shift toward genuinely long-lasting, multi-purpose products isn’t just practical – it gives parents con dence that what they’re buying will be useful for years, not months.

3. Colour Trends: Calm, Natural and Grounded

Nursery design is moving in a softer, more grown-up direction. According to the 2026 Pinterest Palette, bold primaries and sugary pastels are making way for colours that feel soothing and timeless.

Expect to see:

• Soft Earth Tones: Warm neutrals, gentle greens and muted terracottas that create cosy, calming spaces.

• Relaxed Blues and Greys: Not cold or stark, but gentle inky shades that sit beautifully with natural woods and soft fabrics.

• Thoughtful Accents: Deep berry, dusky teal and clay tones used sparingly to add warmth and personality. More and more, parents want the nursery to feel like part of their home, not a separate ‘baby space’ – and these colour trends re ect that perfectly.

Shaping 2026

4. Tech That Helps (Without the Headache)

Nursery tech is evolving from gimmick to genuinely helpful and parents are setting the rules. After years of feature overload, 2026 will bring a logical re nement in smart nursery products:

We are already starting to see…

• Smarter Monitoring: Systems that focus on useful bite-sized insights rather than constant alerts, giving parents clearer information and quick peace of mind.

• Better Integration: Easy control through familiar apps and smart speakers will become standard, not a luxury add-on.

• Stronger Privacy: With growing concerns around data, parents are looking for brands that take security seriously and are transparent about how information is used. The goal is supportive, reliable tech that ts naturally into family routines – not something that adds to the mental load.

5. Smarter Shopping Habits

The way parents shop is changing too. Impulse buys are out, thoughtful, research-led decisions are in.

Key shifts include:

• Community First: Real reviews and recommendations from other parents will continue to carry more weight than glossy ads. Families want honest, real-life experiences.

• Seamless Shopping: Parents expect to browse online, compare options, and then head in-store to see and feel products before committing.

• Value Over Volume: Instead of lots of cheap single-use items, parents are choosing fewer, better-quality products that last.

• Rental and Subscription Models: Services for short-term essentials like bassinets are growing in popularity, o ering exibility, lower upfront costs and less waste. In short, parents in 2026 aren’t just shoppers, they are looking for brands that re ect their values of quality, authenticity and long-term cost-e ectiveness.

Final Thoughts: Designing for Real Family Life

Looking ahead, the nursery industry isn’t just keeping up with new products – it’s responding to how modern families actually live. The biggest trends all point in the same direction; products that lasts longer, work harder and genuinely support parents.

For brands, the challenge – and the opportunity – is to balance innovation with understanding. The winners will be the ones creating products that don’t just look good on a shelf, but truly feel like helpful partners in everyday parenting. Then all that’s left to do is create your brand story and communication channels – and that’s where a good PR Agency comes into the mix…

Amber Steventon is the Founder and Managing Director of family-specialist PR Agency Azaria. Her expertise comes from 20 years’ experience working with some of the leading family brands in the nursery sector. To see how Azaria can help your family brand grow, contact Amber on amber@azariapr.co.uk.

Turning the Lens on South Africa’s Nursery Market

It’s time to turn my lens on the nursery market in South Africa, a country that could not be more di erent from the UK. Vast, beautiful, and just over 12 hours’ ight from London, the time zone is only two hours ahead of the UK, yet it feels worlds apart. Writing this in the height of summer, the country feels alive with energy and full of colour.

This is not a homogenous market, far from it. South Africa is a country of enormous diversity, made up of many minorities with radically di erent tastes, lifestyles, and levels of spending power. Over several hundred years it has continually reshaped itself and, frankly, could be more diverse than the Roman Empire at its height.

Looking at strollers in use on the ground is particularly revealing. Almost half of the country’s 64 million people live in rural or semi-rural areas. Many

South Africa’s nursery market is complex, fast-moving, and shaped by striking contrasts. From urban aspiration to rural practicality, it is a landscape de ned by diversity in geography, demographics, and consumer behaviour. In this article, Jonathan Feingold explores how these di erences in uence product design, retail, and brand success, o ering a ground-level view of a market that operates very di erently from the UK.

would be classi ed as poor, and pavements are often non-existent. In these environments, rugged, practical strollers sell far better than sleek urban designs. Function beats form when the terrain dictates the rules.

Demographics also matter. The average age of a rst-time mother in South Africa is just 21 to 22 years, nearly a decade younger than in the UK. Around 1.2 million babies are born each year, and the average family has roughly 2.4 children. This creates constant product churn and sustained demand.

Regional di erences are striking. In Johannesburg, parents gravitate towards shiny, aspirational, Dubaistyle luxury products, while in Cape Town, mothers tend to favour practical, outdoors-oriented items. One country, exhibiting two very di erent mentalities.

Retail re ects this diversity. Independent nursery stores are few. Instead, the market is dominated by small chains and a handful of larger players. Online retail remains underdeveloped compared to the UK or the USA, while a thriving secondhand market plays a much bigger role in purchasing decisions than many brands would like to acknowledge.

Focusing on Cape Town, with its breathtaking Table Mountain and two oceans, felt like a natural choice. There, I connected with one of South Africa’s leading nursery companies to understand the realities of operating a baby brand in such a complex market. I had the opportunity to interview Tatum Billson, founder of NOOLA, arguably

You can contact Jonathan by email: jonathan@cls-intelligence.co.uk

Built for Real Life

NOOLA has become South Africa’s leading pram brand by designing products that genuinely re ect local lifestyles. Founder Tatum Billson shares how an unplanned entry into motherhood sparked the creation of a brand built on trust, practicality, and a ordability, and why staying close to parents’ needs has been key to its success.

Can you tell us how the idea for NOOLA came about, and what inspired you to enter the baby market?

My entry into the baby market was unplanned. I became pregnant at 25, and at the time I couldn’t nd a South African stroller brand that suited me. Everything felt bulky, over-engineered, and complicated to fold. I also couldn’t a ord “the best of the best,” and sadly, price didn’t always match quality.

I opted for a second-hand Bébé Confort Loola, but it didn’t meet my needs or expectations. As a fashion design graduate and a new mum, I knew I could do better. I saw a clear gap for products that were practical, functional, and beautiful. That led me to create NOOLA, a brand designed to solve that problem. Even the name was chosen to be simple, intuitive, and easy to say for anyone, anywhere.

What were some of the biggest challenges in the early years, and how did you overcome them?

The challenges in the early years were similar to those we face today. I was doing everything myself, building a company in a competitive market where DIY was the only viable option. In a fashion-led baby category, earning parents’ trust is critical. That trust had to be built through stylish, practical, long-lasting products that genuinely t South African lifestyles.

Online retail was virtually unheard of 11 years ago in South Africa and, truthfully, it is still far behind the USA and the UK. Launching as a direct-to-consumer brand meant earning trust from scratch, without established retail credibility. Every product and every social media interaction had to demonstrate quality, safety, and real-world performance.

After selling the rst 50 strollers, feedback from those mothers reinforced the scale of the opportunity. There was overwhelming demand for a ordable, good-quality products. Meeting expectations around a ordability without compromising on quality or safety was, and still is, a huge challenge. This was achieved entirely without advertising in South Africa.

What sets NOOLA apart from other nursery brands in South Africa?

NOOLA is built on clear, uncompromising values. Products must be stylish, practical, and a ordable. I will never design something I wouldn’t be proud to use myself. If it doesn’t meet that standard, it doesn’t get made. We design every aspect of our products. We don’t buy o -the-shelf items from factories, instead we create our own designs with our manufacturing partners.

You’re now the number one pram brand in South Africa. What has been the key to this success?

Consistency has been key. Delivering products that truly meet parents’ needs, combined with building trust through every interaction, has kept us relevant and competitive. Listening to customers and constantly adapting has been crucial.

Who do you see as your biggest competitor in South Africa, and how do you di erentiate?

Competitors are healthy for the market, but no local brand comes close. Our products are stylish, practical, and a ordable, and we consistently deliver new, relevant innovations that others simply cannot match.

Which international pram brands perform well in South Africa, and why do customers choose NOOLA over them?

International brands such as Joie, Doona, Baby Jogger, Yoyo, UPPAbaby, Thule and even Silver Cross are present in South Africa, but none have achieved the level of penetration seen in other markets. Their products often don’t t local needs, and price is a major obstacle. Parents choose NOOLA because they trust the brand.

Who are your core customers, and how have their needs shaped your product development?

Modern parents, particularly rst-time mums, are our core customers. They need longlasting, a ordable products that suit South

African family lifestyles. Easy folding, strong warranties, and excellent customer service are all embedded in the DNA of the brand.

Do you sell mainly direct to consumers, through retailers, or a mix of both?

NOOLA started as an e-commerce-only brand but has expanded into retail through selected partners, while maintaining direct-to-consumer sales. Our products are now available at Checkers Little Me, ShopRite, and in our own dedicated stores in Cape Town and Johannesburg.

Looking beyond South Africa, where do you see the strongest expansion opportunities?

South Africa remains our core market. We see strong potential in Australia, New Zealand, Canada, and the USA. The UK could have demand, but it is a highly saturated and competitive market, which makes visibility a challenge.

What are your priorities for product innovation, market expansion, and brand development?

Our priority is to continue focusing on what we do best, staying true to our values and our customers. Maintaining the number one position at home requires constant e ort, innovation, and attention to what parents really need.

Changing times

From rst changes to con dent toilet trips, everyday essentials like nappy bins, changing mats and toilet training products play a huge role in family life. Thankfully, nursery brands continue to bring thoughtful, practical solutions to this ever-evolving category.

Nappy changing remains a daily routine for parents, and products such as nappy bins and changing mats have become must-have items rather than nice-to-haves. Cleverly designed bins help keep odours at bay, while wipe-clean, padded changing mats o er comfort, safety and style, whether used at home or on the go. With parents increasingly looking for products that combine function with design, these essentials have rmly earned their place on the shopping list.

As little ones grow, the focus naturally shifts towards toilet training. From rst potties to portable options for days out, today’s toilet training products are designed to build con dence and make the transition feel positive and pressure-free. Child-friendly designs, fun colours and practical features all help turn an important milestone into a manageable moment for both parents and toddlers.

While reusable and eco-friendly nappy options remain part of the conversation for some families, the wider category now encompasses far more than nappies alone. For nursery retailers, o ering a well-curated mix of changing and toilet training essentials can encourage repeat purchases and support parents through multiple stages of early childhood.

Across the following pages, we highlight a selection of products available to order now, helping retailers tap into a category that continues to deliver both practicality and long-term value.

Step & Sit

Recently introduced the fabulous Step & Sit Toilet Trainer Seat from Red Kite is an ideal help to encourage children to gain con dence when toilet training.

The Step Up Toilet Trainer ts onto most standard toilet seats and has secure grip handles for the child to use when climbing on and o . Also features non slip oor friction pads to help avoid any unwanted movement. In high quality and practical plastics at an unbelievable value price.

TEL: 01454 326 555 www.redkitebaby.com

Angelcare Classic XL

The Angelcare Classic XL Nappy Bin has reached new heights in the market, recently hitting the number one spot in the nappy disposal category. This achievement re ects surging consumer demand for Angelcare’s unique EVOH odour-barrier technology.

For independents, this momentum o ers a high-velocity opportunity. The dedicated trade variant provides an even stronger proposition by including additional re ll cassettes, ensuring your customers receive the best value available.

By stocking a brand frequently topping the charts with a ‘valueadded package’ exclusive to the trade ‘independents’ can capitalise on the Classic XL’s reputation as the smarter, more economical

Contact Chris Grech-Cini on the below for further information. cgrech-cini@angelcaregroup.com

Made for everyday moments

At CuddleCo, the changing area is approached as more than a practical necessity; it is an integral part of daily life with a new baby.

This perspective is re ected in the brand’s wedge changing mats, which are designed to provide gentle support and comfort during routine moments.

Fabric-led nishes add warmth and softness to the nursery environment, helping the space feel calm and cohesive.

Washable covers and a water-repellent lining introduce everyday practicality, supporting repeated use without compromising on comfort.

The result is a balanced design that re ects how families truly live in those early months. www.cuddleco.co.uk

Comfort while changing

Following strong sell-through, the Shnuggle

Squishy Changing Mat has been expanded with a new colour option, giving retailers greater choice and increased merchandising flexibility.

Adding another calming, neutral colour to the palette, Squishy Ivory strengthens the range, offering a versatile, option with broad consumer appeal. The introduction of the new neutral tone aligns with Pantone’s Colour of the Year 2026, reinforcing Shnuggle’s relevance within current design trends, and further colours are planned throughout the year.

Award-winning Squishy fits perfectly on top of a changing table or dresser and can also be used on its’ own anywhere around the home or when travelling. Created from a warm-to-the-touch material, there is no need to put towels down first and the wipeclean surface is extremely hygienic with no nooks or crannies for dirt to gather and can easily be washed between uses. Due to the insulating material, Squishy is perfect for baby massage or tummy time as baby stays comfortable and snug throughout.

An inclined base angles baby slightly to help relieve colic and the lip running round the outside helps contain ‘little accidents’.

Available in multiple soft, wellbeing colours including best-selling Taupe. www.shnuggle.com

All change with Joie

Have you ever wished you had a bag to go with your customer’s favourite Joie pushchair?

Well, your wish has been granted – Joie is launching its first ever changing bag, so your customers can keep all their little one’s essentials close at hand, and in keeping with their Joie pushchair.

The Joie changing bag is made from water repellent fabrics to keep items safe and dry at all times. With two side pockets to keep bottles conveniently handy and ready at a moment’s notice, everything is at hand to be ready for baby’s ever-changing needs.

Inside, there is a wipeable changing pad making it easy to handle those on-the-go messes.

uksales@joiebaby.com www.joiebaby.com

Inspired by nature

Introducing Botanic Dusk, a new collection of colours for the popular Bumbo changing pads, inspired by nature and designed for modern nurseries.

Made from soft, supportive foam with a contoured shape and raised sides, Bumbo changing pads help keep babies comfortable and secure during changes. The durable, wipe-clean surface makes everyday messes easy to manage. Botanic Dusk adds a calm, grounded palette that works e ortlessly with contemporary interiors — a considered choice that balances practical design with a quietly con dent look. www.hippychick.com

Soft closing

Korbell Eco Nappy Bin makes everyday nappy changes quicker, quieter and more hygienic, with a hands-free design that slots seamlessly into busy family life.

Its clever triple-seal system keeps odours at bay, while whisper-soft closing means night-time changes won’t disturb sleeping babies. Its cost-saving continuous liners reduce waste and minimise re lls, plus they make life simpler with its built in cutter. With clever child safety locks, durable construction, and three size options, Korbell grows with families and easily transitions into a household bin beyond the nappy stage, delivering practical performance long after nappies are gone.

Sales enquiries please contact the below.

sales@cheekyrascals.co.uk

www.cheekyrascals.co.uk

Fuss free changing

Following strong performance across the Shnuggle range, the best-selling ‘Taupe’ colourway has now been introduced to the Eco-Touch Nappy Bin, extending one of the brand’s most successful colourways to a new category.

With a fuss-free, one handed ‘drop and go’ operation, the Eco-Touch has a dual-seal odour airlock keeping unwanted odours trapped inside, even when the outer lid is open and when changing the bin liner.

The Eco Touch Nappy Bin is cassette free, saving on ongoing costs and plastic waste as well as being free from single use plastic and made from 100% recyclable plastic and is compatible with disposable, reusable and eco-friendly nappies and wipes. Consumers love the simplicity of the product, the fact that they are not tied into cassette subscriptions and there is no ongoing cost.

www.shnuggle.com

Leak proof solution designed in the UK

Following the most recent Mother and Baby Award in the Best Potty Training Category, the Whizzer, spotlighted rst by Nursery Today, has cemented its status as the essential, must-pack portable toilet for families on-the-go.

This compact, leak-proof solution is now available in an enchanting new bundle: the Glow-in-the-Dark Whizzer paired with the Whizzerland Fairytale book.

By bringing the story to life, it transforms both day and nighttime training into a magical experience while o ering expert advice to simplify the process.

Check the full collection, including the adult range on their website, or enquire directly ahead of their o cial retail launch coming in 2026! www.kiddiwhizz.com

Fold ’N’ Go

The Potette Fold ’N’ Go Potty is a standout travel-friendly pottytraining solution, designed for modern families on the move.

Folding down to an ultra-slim 1cm, it ts e ortlessly into handbags, suitcases, or stroller compartments, making it perfect for outings. In seconds, it pops open with a clever fold-and-lock design, transforming into a sturdy, hygienic potty wherever it’s needed. Lightweight yet robust, it o ers comfort without compromising strength. Padded liners turn liquid into gel, while secure bag grooves make clean-ups quick and stress-free.

A must-have for parents who need practicality and convenience when potty training away from home. Sales enquiries please contact the below.

sales@cheekyrascals.co.uk www.cheekyrascals.co.uk

Rethinking Nappy Changing

Shnuggle’s Head of Marketing, Lynsey Parkes, shares her insights into how the nappy changing category is evolving, from smarter purchasing choices and design-led products to the growing influence of sustainability, brand trust and social media.

What sort of trends are you seeing in nappy changing at the moment? Are parents looking for different features, materials or designs compared to a few years ago? Do you have any insights you can share with Nursery Today readers?

Parents are definitely looking for smarter, more considered alternatives to traditional subscription-based nappy changing products. One of the biggest shifts we’re seeing is a move away from systems that lock parents into ongoing costs, particularly when it comes to nappy bins. They want flexibility, transparency on cost, and products that work with their individual choices rather than tying them into one option.

Alongside this, there’s a growing expectation around sustainability and longevity. Parents are more aware of waste, the materials used, and how long products will realistically last them. They’re looking for thoughtfully designed products that feel like an investment rather than something disposable, even in a category as practical as nappy changing.

Nappy changing can feel like a very practical, no-nonsense category, so what’s helping products really stand out for parents right now?

Design is playing a much bigger role than it did historically. Parents are increasingly drawn to aesthetically pleasing products in a category that was once viewed as quite clinical or purely functional. Today’s parents want nappy changing products that blend seamlessly into their home and nursery aesthetic, not items they feel the need to hide away. Clean lines, soft colours and ranges that work together all help build trust and appeal. When this is coupled with strong functionality, such as ease of use, clever design features and quality materials, that’s when products really stand out.

Is nappy changing something parents tend to research before they buy, or is it more of a ‘grab it when you need it’ purchase? And how much do brand names come into play?

Nappy changing products often sit slightly outside the traditional ‘must-have’ list, unlike a cot or pram. Similar to a baby bath, they’re not always seen as an absolute necessity, but parents quickly realise how much easier they make everyday life once baby arrives.

Because of this, research levels can vary. Some parents will plan ahead, especially for bigger items like changing mats or bins, while others purchase reactively once they’re in the thick of it. Brand trust plays an important role here, with parents gravitating towards names they recognise or that come recommended by other parents, retailers or trusted online sources.

Research also plays a part in gifting, whether that’s expectant parents adding items to a gift list ahead of baby’s arrival, or friends and family looking for the perfect present. How big a role does social media play in driving awareness of nappy changing products and what kind of content seems to connect best with parents?

Social media plays a huge role in driving awareness and consideration across the nappy changing category. Parents are heavily influenced by seeing products in real homes and real nurseries, rather than purely studio-led imagery.

Content that performs particularly well tends to balance style with practicality, showing how products look in a space while clearly demonstrating how they work and the problems they solve. Authentic, parent-led content, short videos and honest reviews help build trust quickly and can significantly impact purchasing decisions.

Alongside third-party content, it’s also important for brands to have engaging own channels to stay relevant and connected to their audience.

When parents are choosing nappy changing products, what are they most focused on, for example ease of use, safety, sustainability or how it looks in the nursery? It’s rarely just one factor, parents are looking for a combination. Ease of use is critical, especially during nighttime changes or when juggling a wriggly baby. Safety and stability are non-negotiable, and cost is an ever-increasing consideration. Sustainability is also becoming more important as parents think about waste and long-term use. That said, how a product looks in the nursery absolutely matters. Parents no longer want to choose between form and function, the expectation now is that good design should deliver both.

From a retailer’s point of view, why is nappy changing such a good category to lean into and what helps it sell well both in store and online?

Nappy changing is a highly complementary category that works well alongside core nursery purchases. It encourages add-on sales and creates strong bundle opportunities, particularly when paired with everyday essentials like nappies and wipes.

Online, some areas of the category naturally lend themselves to repeat purchase models, helping to build long-term customer relationships. In store, the ability for parents to see and touch products really helps communicate quality and usability, and can increase overall basket spend when positioned alongside bigticket items such as prams, cribs and car seats.

Looking to the next couple of years, where do you see the biggest opportunities in nappy changing and what should retailers be thinking about now? The biggest opportunities lie in thoughtful innovation, products that simplify routines, reduce ongoing costs and align with parents’ values around sustainability and design. Helping parents visualise how products fit into their daily lives, save time and money, and grow with their family is key.

Having a complete, well-curated offering in one place can also put products in front of parents that they may not have been considering when they first walked through the door.

www.shnuggle.com

www.b-p-a.org

If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

BPIA welcomes Jennifer to the Executive Committee

Jennifer Lake is the Director and inventor of Bug Grip, a universal connecting device and multi-tool developed out of necessity. Bug Grip is the first product in a four-part accessories collection designed for the stroller and pushchair ecosystem.

With a professional background in law and a strong passion for innovation, Jennifer focuses on designing practical solutions that give parents and carers an extra pair of hands and greater peace of mind. Her experience includes mentoring for Innovate UK KTN and start-up programmes, as well as guest lecturing at Westminster University, the University of Warwick, and London College of Communication (LCC). She is also a Design Council UK and Sir Stelios Disabled Entrepreneurs graduate for innovation.

Bug Grip has received both national and international recognition for its ingenuity, including the prestigious BPIA Concept & Innovation Award in 2022.

The BPIA is delighted to welcome Jennifer to its Executive Committee, where she brings a wealth of knowledge and experience in her role as Innovation & Grants Officer.

Widely regarded as one of the industry’s most respected accolades, the BPIA Awards are judged by an expert panel rather than consumers alone. Products are assessed on quality, safety, functionality, marketability and consumer desirability

BPIA 2026 Industry Awards Open for Entry

The Baby Products Industry Association (BPIA) has opened entries for the 2026 BPIA Industry Trade Awards, sponsored by Nursery Today, celebrating excellence across the baby products sector.

Widely regarded as one of the industry’s most respected accolades, the BPIA Awards are judged by an expert panel rather than consumers alone. Products are assessed on quality, safety, functionality, marketability and consumer desirability, providing meaningful recognition valued by retailers, buyers and industry decisionmakers. Since their inception, products carrying the BPIA Awards logo (formerly the BANTAs) have been actively sought out by retailers as a trusted mark of endorsement.

Julie Milne, General Manager of the BPIA, comments: “The Awards are highly respected because they are judged by specialists with extensive hands-on experience. Our 2026 panel includes independent and multiple retailers, trade media, marketing specialists and product safety experts, ensuring recognised products represent genuine quality and value for parents and carers.”

Adding Greater Value in 2026

For 2026, the BPIA has partnered with Newlife, the UK charity supporting disabled children. All shortlisted products will be donated to Newlife to support fundraising, with items processed, de-branded and sold through its online store and ten UK retail outlets.

Julie Milne adds: “Donating products supports corporate responsibility while adding real value for entrants.”

Key Dates

Entries close Friday 10 April 2026. Awards will be announced on 10 June 2026 at the free-to-attend BPIA Networking Event in Central London. ENTER HERE: https://www.surveymonkey.com/r/7VWV58S

How Early Compliance Decisions Shape Success (or Setbacks)

In the baby products sector, compliance is not a final hurdle to clear before launch—it is a foundational business decision that shapes cost, speed to market, retail acceptance, and long-term brand trust. From the BPIA’s vantage point working with manufacturers, suppliers, and retailers across global markets, one pattern is clear: early compliance decisions often determine whether a product launches smoothly or stalls under avoidable setbacks.

The most costly compliance errors typically occur when requirements are addressed after prototypes are complete. Tooling, materials, and component choices made without regulatory alignment can trigger late-stage rework, re-testing, and missed retail windows. Embedding a compliance checklist directly into the product requirements document—rather than treating it as a launch task—helps teams validate materials, coatings, electronics, and small parts before design decisions are locked in.

Equally critical is designing for the most stringent market first. Brands that begin with the ‘easiest’ regulatory environment often find themselves redesigning products to meet tougher standards in the UK, EU or US. Designing once to the highest standard, then adapting downward, reduces duplicate testing, SKU proliferation, and packaging revisions while simplifying global expansion.

Legal compliance alone isn’t always sufficient. Some major retailers impose requirements that exceed statutory regulations, including specifying laboratories,

documentation formats, or limits on test report validity. Engaging retailers early to understand these expectations can prevent onboarding delays that otherwise stretch into months.

Budgeting also plays a decisive role. Treating compliance as a surprise expense leads to rushed decisions and unnecessary compromises. Brands that allocate a dedicated compliance budget early—for testing, consulting, audits, and potential retesting— often reduce overall costs and launch faster, despite higher upfront spend.

Supplier selection is another inflection point. Manufacturing capability does not automatically equate to regulatory expertise. Suppliers with proven experience in baby product standards, retailer requirements, and material traceability consistently reduce risk. When suppliers are learning compliance on your product, timelines and uncertainty grow.

Finally, documentation readiness is as important as test results. Centralised, well-organised compliance records accelerate retailer onboarding, customs clearance, and international growth. More importantly, rigorous compliance signals brand credibility. In a category built on trust, early compliance decisions protect not only products—but reputations.

In today’s market, compliance is not just a requirement. It is a strategic advantage for brands prepared to address it early, deliberately, and comprehensively.

Make a splash

From newborn bath supports and space-saving tubs to thermometers and toys, bathtime products remain a core category for nursery retailers. Designed to make everyday routines safer, calmer and more enjoyable, today’s ranges combine thoughtful functionality with modern styling, o ering practical solutions parents can order with con dence. Here we highlight a selection of products that are all available to order now.

Transform bathtime

Angelcare simpli es bath time with new multipurpose bath shelf.

Angelcare is excited to launch the Bath Shelf, designed to work in perfect harmony with their iconic Bath Support.

This clever pairing transforms bath time: while the Support safely cradles baby, the Shelf keeps toys and essentials within arm’s reach, freeing parents’ hands for play and gentle washing.

Engineered for the modern, space-conscious home, the Shelf features a quick-dry mesh and a genius foldable design. It tucks away in seconds, allowing parents to reclaim their clutter-free bathroom sanctuary once the splashing is over. It’s the ultimate upgrade for a stress-free, bonding-focused bath time routine.

For further information contact Chris Grech-Cini on the below. cgrech-cini@angelcaregroup.com

Eco collection

The recently launched Eco Bathtime Collection is a range of Shnuggle’s most loved products now made with recycled plastic, as part of their new “Sustainably Shnuggle” initiative.

Rooted in the belief that caring for little ones and the planet go hand in hand, the brand is prioritising eco-friendly design, eliminating plastic packaging, adopting carbon-conscious shipping, and donating products to local charities. With a focus on durability and longevity, Shnuggle ensures parents can enjoy beautifully designed, high-quality products that are also kinder to the world their children will inherit.

Available in a stylish Cookies & Cream colourway, the Eco Bathtime Collection is made from 98% post-consumer recycled plastic, meaning each product helps divert plastic waste from land lls, giving it a meaningful second life.

Making up the Eco Bathtime Collection is the Shnuggle Baby Bath (RRP £26.95), the larger sized Toddler Bath (RRP£45.95) and the Shnuggle Washy Bath Jug (RRP £8.95), for gentle, tear-free hair rinsing.

www.shnuggle.com

Brush up at bathtime

Make little one’s evening routine even more fun by introducing baby to a Matchstick Monkey Baby Electric Sonic Toothbrush. Designed to clean little one’s teeth gently and e ectively, the baby-sized brush features ultra-soft bristles that are ideal for newly cut teeth, while gentle sonic vibrations help to remove any food or milk residue.

The safety-tested product contains integrated BioCote Antimicrobial Protection and a travel cap to help keep the toothbrush cleaner and fresher for longer.

Matchstick Monkey’s ve fun animal character designs make brushing fun and engaging for little ones, helping to establish an oral care routine from early on.

www.matchstickmonkey.co.uk

Making bathtime magical

Vtech has some brilliant options to make bathtime easier and more enjoyable with its fun Bath Toys range. Make water play magical with the Splash & Spin Bathtime Flowers. Little ones can tilt the cheerful elephant’s trunk to pour water and watch the colourful flowers spin and twirl with every splash.

With two easy-to-use spouts for different pouring styles, this engaging toy turns bath time into a sensory adventure. Textured flowers encourage touch and curiosity, while the built-in suction cup allows it to attach easily to smooth surfaces.

For even more bathtime fun, the 6-in-1 Bath Set offers plenty to explore. Fill Giraffe with water, enjoy squirting play with the elephant, scoop and pour with animal cups, and link the stackable boats together. Shape blocks, gears and a handy bath net complete the set, with zebra’s net providing simple storage once bath time is over.

For more information, please contact Mike Lynch: Mike.Lynch@vtecheu.com

TEL: 01235 555545 www.vtech.co.uk

Introducing a new IATA cabin size approved stroller that is ideal for holidays and trips with the easifold compact folding

Red Kite

Simple and classy the Push Me Explor is suitable from birth until toddler age and features a generous padded seat with lots of features to make sure children are comfy and happy at all times.

Suitable for older children up to 22kg this is a brilliant option for an effortless trip anywhere! Large extendable hood helps with protection and includes raincover, padded bumper bar and large practical under seat storage

TEL: 01454 326555 www.redkitebaby.com

life’s little adventures

Introducing the CYBEX Talos S Lux  Pushchair  All you need for adventurous living is the CYBEX Talos S Lux. It features a crossover seat features a complimentary shell which gives a newborn baby their own soft cot with an ergonomic lie-flat position.

The Talos S Lux features off-road suspension on the front wheels and rear frame, for a smooth ride on all surfaces also helped by puncture proof tyres and mud-guards. www.cybex-online.com