Nursery Today

t rust gro, you can sleep soundly with JULY 2017 ISSUE 10 VOLUME 20 Independently audited.

ABC circulation of 4443 1 July 2015 to 30 June 2016

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Gentle lights and soft sounds all wrapped up in your baby’s new bedtime friend, with a built in CrySensor to soothe your baby when they wake.

CrySensor | 4 soothing sounds | 3 comforting light levels

/TheGroCompany

Page 01 Gro Co.indd 1

@theGroCompany

gro.co.uk

trade@gro.co.uk

+44 (0) 1392 347 111

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contents Re g ul a r s the team Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director

JULY 2017 ISSUE 10 VOLUME 20

Contributors

News Spotted 10 file Retailer Pro 14 apshot Supplier Sn 26 p Talking Sho 30 cts New Produ 51 roducts The Baby P 54 n Associatio

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Ross asks the question – do you monitor what devices your online visitors are using?

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NSG

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Intelligent Retail David Fairhurst runs us through intelligent speakers and search engines

Paul Naish paul@lemapublishing.co.uk

Publisher

Cover Story

Mark Naish mark@lemapublishing.co.uk

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Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

Ross Hewitt

The Gro Company Launched in 2000, we take a look at how this company has grown over the years.

pp18 p38

Features

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

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Baby Bedding

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Playmats

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Baby Christmas Gift Ideas

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Bottles & Accessories

www.nursery-today.co.uk

p30 Subscription per annum: UK £40, Europe £50 (surface), £60 (airmail)

A member of the Audit Bureau of Circulation

Introducing the new Tiny Tatty Teddy range by BreathableBaby, featuring the adorable grey bear. Tiny Tatty Teddy is the perfect choice for a gift for both boys and girls

For further information, please contact rachelle.harel@breathablebaby.com

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editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag

elcome to our July issue which you will see contains a few features. We cover Baby Bedding, Bottles and Feeding accessories, Baby Christmas Gift ideas and playmats. All of these categories contain products that are currently available to order.

From our FanFinders survey, both the baby bedding and baby bottles/feeding sector are heavily researched by information hungry parents – for example, of the 2000 surveyed, 63.9% were brand focussed when selecting their baby bottles and 65.95% researched their baby mattress prior to purchase.

You will notice that our front cover features the Gro Company.

From their humble beginnings in 2000, which was due to two parents who were desperate for sleep and searching for a solution, their lightbulb moment came in the form of a sister-in-law in Austria!

Back then, baby sleep bags were pretty much unheard of in the UK. However, through sheer determination, this has now changed and Gro have now sold in excess of three million Grobags Continue to Gro worldwide.

Working closely with the Lullaby Trust and also being the first baby sleep Wave hello to Silver bag to the market to achieve the British Cross Safety Standard, Gro have established themselves as a brand that consumers trust and now have 13 different products to their name, all of which have been designed here in the UK, with the aim to assist in making parents lives just that little bit easier. That’s quite an achievement when in 2000 they gave themselves a target of 10 years to get the UK from zero to around 80% of babies using a Grobag. In fact, it took just five years – and their brand

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awareness continues to grow with more babies being put to sleep in Grobags or swaddles, or with parents using products, from Gro. You can read more about how this company has grown, developed and continued to bring innovative products to the nursery industry simply by turning to page 18.

We also feature Silver Cross this issue. Can you believe that this company is celebrating their 140th anniversary, Wow! Therefore, it’s little wonder that more than 10 million babies have enjoyed their first views of the world from the comfort and safety of a Silver Cross pram, a feat, as recognised by Silver Cross, has been facilitated by the unwavering support of independent retailers. As their CEO says: “We have a saying here at Silver Cross: There is no secret to making the world’s finest prams. Just take 140 years of experience and add the finest materials; the rest is easy.” Turn to page 12 to find out more.

On the news front, as you are probably already aware, Nursery Today is also celebrating this year, with 2017 marking our 20th anniversary. We are therefore delighted to announce that we are co-sponsors with logistics company Allport Cargo Services of the drinks and ne networking event which takes place in UK Pavilion this year at Kind Und Jugend.

Make sure you pop along to the UK Pavilion at the end of the show on Thursday 14th September. This event is open to all – exhibitors and visitors and we all look forward to welcoming you.

A news item that

Say hello to Lou Lou, Lea and Hippolyte from Nattou www.hippychick.com

may shock you was the recent announcement that Bugaboo is reportedly up for sale. Following a row between the company’s founders, which first became public during a court hearing in March, the sale could fetch up to 200 million Euros. We will bring you further news as it unfolds.

Other news has been the announcement

by Mothercare of the potential closure of more UK stores. Mark Newton-Jones, Mothercare chief executive, said it would look to close up to 70 of its 152 UK stores as it adapts to a digital age where 41% of sales are rung up online.

Remember also that Kind Und Jugend is now on the horizon – have you got your entry tickets, booked your flights/trains and sorted your accommodation? With the show doors opening on 14th September, it may feel like ages yet until we all descend on Cologne, but as the date gets nearer, the costs for travel and accommodation go up to attend. Visit www.kindundjugend.com for information. Our September issue will contain a full preview of the show – if you are an exhibiting company, contact Christine Contreras to discuss your marketing opportunities with Nursery Today. Christine can be contacted via telephone on 01442 289936 or via email: christine@lemapublishing.co.uk.

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New face at Hippychick

Hippychick are delighted to welcome Mike Bird into the fold as Sales Executive, under the lead of Alan Houghton, who has now taken the helm as UK Sales Manager - to provide additional sales support, specifically for their independent customer base.

With 10 year’s experience in local media sales, Mike has settled into his new role with ease. ‘I have really enjoyed my time at Hippychick so far, learning about the products which I truly think are fantastic, and getting to know our customer base. I pride myself on excellent customer service, so no matter how small a query is I am willing to help, I want to nurture our customers businesses and really help them to grow.’ Web: www.hippychick.com

Adventure at the ready!

Diono were thrilled to have cocktails and canapes with celebrities, press and bloggers at an exclusive product launch on Thursday 1st June in London.

The event was held to launch the Dion o Quantum, a multi-mode travel syste m from 0-3 years and the first stroller from the US travel brand.

After an exciting performance by chee rleaders, beloved Radio 2 DJ, Sara Cox introduced the Diono Qua ntum on stage before mingling with guests and entertaining the audience with DJ sets.

Diono is investing heavily in product development, and this new launch follows on from a collection of multi-award winning car seats and accessories.

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Web: www.uk.diono.com

BeSafe expand consumer support Jeanetta Zebik has been appointed to provide extra support and has extensive experience of customer and consumer services. Jeannetta will enhance and expand BeSafe’s direct contact with your consumers both before and after sale, for both the BeSafe and Voksi brands. “Following the recent addition of dedicated Marketing support for BeSafe retailers, we are now taking that a step further with another new role to assist with retailer’s consumer queries. This additional investment will make it even easier to work with BeSafe.� Paul Sirett, Country Manager UK/IRL. Email: sales@hts.no Web: www.carseat.co.uk

Halilit adds new addition

Pre-school specialists, Halilit, are thrilled to announce that they have acquired the UK distribution rights to TrueDough. With child friendly mixing accessories and patented powders the craft sets offer children the ability to create their very own colourful dough, before modelling this into designs of their choosing. Once made, the creations can be baked and even painted to keep or to give as gifts.

Halilit will be supporting the brand with a social media and blogging campaign. For further details please get in touch on 01254 872454.

sponsored by hardenbergco.co.uk 01785 503 305

UK Pavilion sponsors announced The Baby Products Association is delighted to announce joint sponsorship of its hugely popular drinks and networking event which takes place in the UK Pavilion at Kind und Jugend this year.

Nursery Today magazine, which celebrates 20 years in the industry and Logistics company Allport Cargo Services, which is the Baby Products Association’s official service provider for Kind und Jugend, will provide drinks and canapes for the event. This will take place straight after the show on Thursday 14th September in the UK Pavilion and is open to all UK exhibitors and visitors attending the event.

Adrian Sneyd, UK Pavilion organiser, comments: “We are delighted to have Allport Cargo Services and Nursery Today on board. We have over 70 exhibitors in the UK Pavilion this year and both companies provide valuable services to the industry and many of the exhibitors participating, so it is great that we can all enjoy this celebration together.”

Malcolm Naish, Managing Director, Nursery Today (Lema Publishing) said: “This year Nursery Today celebrates 20 years servicing the industry by providing the UK’s only monthly nursery trade publication. We saw this as the perfect opportunity to not only support our trade association and the ever growing UK Pavilion, but also as a way for everyone to be able to enjoy a party atmosphere after a hard days work!”

Best Buy goes to Maxi-Cosi

For the third consecutive year, the Maxi-Cosi Pebble Plus and 2wayFix Base has been awarded the Which? Best Buy accolade.

The Which? Best Buy status is awarded to products and services that have satisfied specific criteria based on the results of rigorous comparative tests and analysis. This result and the various other awards that Maxi-Cosi continues to gather is testament of the highest safety standards that the brand adheres to and the innovations that continue to showcase Maxi-Cosi as the market leader in car seats. www.doreljuvenile.com

A tasty treat Enesco, has unveiled the launch of new additions into its Enchanting Disney Collection making the perfect present for little princesses, or collection addition for Disney addicts.

The Belle Organic Dinner Set can be used at home, in the garden or even in the park. This fresh and natural eco-friendly dinner set includes: a plate measuring 23.0cm, a bowl measuring 14.0cm, a cup measuring 10.0cm; and cutlery comprising of a spoon and fork, all made from organic bamboo.

Web: www.enesco.co.uk

Family feud ignites sale Having gained much celebrity success over the years, Bugaboo is reportedly up for sale following a row between the company’s founders, which first became public during a court hearing on March 7th. The sales could fetch 200 million euros.

Rabobank, which has been given the commission to sell the company, will approach both strategic and private equity buyers for Bugaboo.

Competitors and possible buyers for Bugaboo include Britax, owned by Nordic Capital, Stokke, owned by Korean investment firm MXMH, Quinny, owned by Canada’s Dorel Industries, Graco, owned by U.S. firm Newell Brands, and LVMH, among others.

Designed with developing tots in mind info@oxouk.com www.oxototuk.com

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news Gro to sleep!

Rob Pascoe, Group Commercial R D Director, Gro explains why R&D is in their DNA. in

Skip and hop all the way to one Skip Hop celebrates its first year anniversary of being in the UK. Skip Hop officially launched in the UK in June 2016 and since then have grown to become an enthusiastic team of seven (and still growing), and have acquired several industry awards and accolades along the way!

Skip Hop currently has products across seven categories; changing bags, on-the-go accessories, bathtime, nursery gear, playtime, baby gyms and the infamous zoo toddler essentials. With some exciting new developments and innovative products coming over the forthcoming year, the future is certainly looking bright for Skip Hop UK! Email ukoffice@skiphop.com or telephone 01582 434250 for more information.

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here’s been lots of talk about new things at Gro HQ lately, new computer systems, (ouch, they don’t come cheap!) new designs, new product, (have a look at our fantastic new product Ollie the Owl) and of course for us it’s always about new parents and new babies.

My days parenting newborns are long gone now, although they will always be my babies, but have the priorities of parents changed since that time? Do we still offer the same solution to parents? Are they still looking for the same thing?

The concept and look of the Grobag hasn’t changed drastically over the years but there have been a lot of enhancements along the way. In fact changing and improving is something we constantly push ourselves to do. R&D is in our DNA, whether creating new products or developing new fabrics. Our new light weave fabric for summer togs was specifically developed to supply a safer alternative to lighter muslin style fabrics that we saw a demand for in the market, specifically developed to allow air flow without the inherent structure issues that muslin can have.

Recently I worked on our stand at The Baby Show at the NEC, it’s a fantastic opportunity to catch up on new parenting trends, innovations and to connect with today’s new parents to find out what they are looking for from products. It’s a reminder to us of what a world of new information there is when you are first getting ready for a new baby. Those new parents put an awful lot of trust in us as manufacturers, looking to us to help them look after their most precious, delicate, loved baby. That’s quite a responsibility as sleeping is the one stage when you have a new baby that you don’t see them for a period of time, depending on how they sleep, four, five or possibly eight hours on their own. I want to have full confidence that I can look parents in the eye knowing our product functions correctly and we’ve done all we can to make it as safe as we can so they and their baby sleep more safely at night.

So whether it’s the effort we put into maintaining the British Standard, the safety information we supply to parents, or the fabrics we use, making sure parents and babies are getting a better night’s sleep means we at Gro all sleep better at night too.

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Silver Cross Confirms Purchase of Micralite Nursery brand Silver Cross has announced its acquisition of stroller brand, Micralite, with the deal taking immediate effect. The purchase, which marks a new period of growth for the iconic premium nursery brand, will see Micralite continue to exist as a subsidiary of Silver Cross.

Web: www.silvercrossbaby.com

Harrogate – open for booking!

Harrogate International Nursery Fair is now taking bookings for its 2018 show; and with a brand new hall layout, companies wishing to participate are advised to book early to ensure they get first option for a prime exhibiting position.

Taking place from 25th to 27th March 2018, the show will be staged in Halls G, Q and the King’s Suite next year – all on one level and with a single entrance point ensuring an efficient flow of visitors for the duration of the event.

Web: www.nurseryfair.co.uk

Summer loving As part of its concerted marketing effort to drive brand equity, Summer Infant is running a photo / video caption competition on social media for the entire Summer (21st June – 21st Sept), offering one lucky winner the chance to win a Summer Infant baby bundle of their choice worth £200, plus weekly prizes.

The campaign was inspired by the fact that Summer Infant regularly receives photographs from happy customers.

Web: www.summerinfant.co.uk

Pink Lining Reborn

The Multi Award-Winning brand that created the ‘Must-Have’ iconic Yummy Mummy Changing Bag amongst others, Pink Lining, has been purchased

by Weybury Hildreth Europe Ltd, the company behind the Purflo and Koo-di brands. ting This deal is set to rejuvenate Pink Lining with MD Richard Trott commen a such buying as Europe Hildreth Weybury “This is an extremely exciting time for s ambitiou our of part forms Lining Pink as such brand ved prestigious and much-lo l Logistica turing, growth plans. We are extremely well positioned from a Manufac brand.” and Sales Distribution standpoint to maximise the huge potential of the

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20/06/2017 09:15

d e t t Spo Value of moving to HTTPS Julie, Customer Service Manager at Baby Brands Direct explains the firm’s website move to HTTPS and advantages retailers can benefit from by doing the same. yper Text Transfer Protocol Secure (HTTPS) is the secure version of HTTP, the protocol over which data is sent between your browser and the website that you are connected to. The ‘S’ at the end of HTTPS stands for ‘Secure’ and means all those communications between your web browser and the server of the website are encrypted, meaning no ‘spy’ can view or manipulate your data.

The key reason for any Company to update is of course security of its own website and that of its user. The padlock icon in the URL indicates to all visitors that you take security seriously and that the information being seen does originate at the expected browser. In our case, retailers submit online forms including account registration, aftercare issues such as faulty products and order forms so it has been particularly important to move over given the regular data submissions.

Another incentive for ecommerce website owners to update is SEO, with Google adding HTTPS sites as a positive ranking signal and in Chrome displaying sites without it as ‘insecure’. No retailer wants their website coming up in search engines as insecure, creating doubt in the credibility of the site, so we believe moving to HTTPS is something to seriously consider doing if not already done.

The move also presents an opportunity to change historic URLs and eliminate re-directs that may have occurred over time for any number of reasons, such as using excessively short URLs with multiple re-directs for Social Media platforms like Twitter.

The change also provided us with the opportunity to add in a save debit/ credit card information at checkout, ideal for the convenience of regular stores to help speed through checkout. A few weeks earlier we had migrated to a new server with the latest specifications which has also improved the speed and performance of the website, all of which we hope will be of benefit to our retailers.

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

Proud to push Reality Star, Danielle Lloyd shared a photo of her pushchair of choice, the Mima Xari in stylish Rose Gold and Camel from Cheeky Rascals. With a following of 427,000, this created great exposure for the innovative pushchair brand, Mima and UK distributor, Cheeky Rascals.

Web: www.cheekyrascals.co.uk

The Clooney’s Go Wild for The Little Green Sheep Sheep

There’s great excitement at The Little Green HQ as it was revealed on Friday the new Clooney twins, Alexander and Ella, will be wearing items from the Wild Cotton Collection.

Following the arrival of the Clooney twins last Tuesday, the multi award winning nursery brand received news that Amal Clooney’s mum, Baria Alamuddin, had stopped by one of their retailers, the e-side boutique in Buckinghamshire.

Web: www.thelittlegreensheep.co.uk

Medela creates a storm with the stars The team at Medela were super excited to see much-loved celebrity couple, Storm and Ronan Keating, share a pumping selfie on social media.

Picturing the Freestyle Double Electric Breast Pump, the first-time mum published the parenting snap on both Twitter and Instagram to her adoring 105,100 fans, on route to the Old Vic A-Lister bash in London.

Web: www.medela.co.uk

Image: Pexels.com

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THE MINIMUM SPACE, THE MAXIMUM FREEDOM. You won’t have to give anything up, thanks to the new Chicco Miinimo stroller. It is easy to carry and super-compact when folded up, so you can fit it into even the smallest spaces. Your freedom without compromises.

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SUPER COMPACT: 48.5 X 55 X 25CM You may comfortably carry it with you, once folded, during your free time, shopping and on vacation.

LIGHTWEIGHT It can be carried everywhere thanks to its 6.2 kg, its carrying strap and a practical transport bag included.

COMFORTABLE It has a completely reclinable backrest for comfortable naps.

SUITABLE FROM BIRTH For promenades in total freedom from the very first days.

For more information please contact our Head Office on 0208 9536 627.

CHICCO.CO.UK With the project Happiness goes from heart to heart,Chicco supports “Mission Bambini” Foundation.

Advertorial:

SILVER CROSS

140 years at the Forefront of Innovation Leading British nursery brand Silver Cross celebrates milestone year. eading British nursery brand Silver Cross has much to celebrate as it reaches its momentous 140 year anniversary this summer, marking a significant contribution to the UK nursery market spanning three centuries.

The anniversary comes at a time of strong international growth for the company.

2017 has seen Silver Cross successfully launch into the US market, as well as acquire award-winning stroller brand, Micralite.

The Silver Cross story started in 1877 7 when William Wilson wheeled out the world’s first ‘baby carriage’ from his

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Yorkshire workshop in Leeds, introducing a unique idea that would change parenting forever. Since then, generations of parents have given their children the best start in life with prams, pushchairs, car seats, nursery furniture and bedding

We have a sa yin g “ here at Silver

Cros s: There is no sec ret to m ak in g th e w or ld ’s fin est pr a m s. Just take 14 0 ye ar s of experienc e an d add th e fin est m aterials; th e rest is ea sy .

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b bearing the trusted Silver Cross name.

Today, Silver Cross still stands for the ssame original principles that Wilson held d dear: uncompromising quality, painstaking ccraftsmanship and innovative design.

T Throughout its lifetime, these principles h have consistently kept Silver Cross at the fforefront of the nursery market with ooutstanding innovation and style.

More than ten million babies have eenjoyed their first views of the world from t comfort and safety of a Silver Cross the p pram, a feat facilitated by the unwavering s support of independent retailers. Loved by R Royalty, celebrities and families worldwide, the Silver Cross brand is firmly established as a household name due to its commitment to meeting the changing

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n needs of modern parents. m Garnered from 140 years off rich i h hi history, t Silver Sil Cross today ensures that its wealth of experience is inherent in every product created at the brand’s Yorkshire headquarters.

The current collection is fresh and contemporary, featuring state-of-the-art technology, luxurious materials and seamless attention to detail in each of the travel systems and lightweight pushchairs.

From the elegant Heritage collection, including the iconic Balmoral coach pram, to the brand new Wave that is futureproofed for a second baby, the Silver Cross range is inspired, ingenious and beautifully crafted. A collaboration with Aston Martin resulted in a limited edition travel system, which instantly became one of the most

“ More th an ten million ba bi es have enjoy ed th eir fir st vi ew s of th e w or ld fro m th e co m fort an d sa fety of a Silver Cros s pr a m , a fea t fac ilitated by th e unw averin g supp ort of indep en dent retailer s.

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sought after prams in the world.

Each product boasts the same ttrademark d k quality, lit ffamously l smooth suspension and intelligent engineering that defines the brand.

Nick Paxton, Silver Cross CEO says: “Silver Cross has been at the forefront of product development over the years with our designs driven from consumer feedback and the needs of parents and babies. Our retail family have always supported the brand throughout its good times and through troubled waters. This is a great opportunity to thank them all.

“We have a saying here at Silver Cross: There is no secret to making the world’s finest prams. Just take 140 years of experience and add the finest materials; the rest is easy.

“I am proud to be part of a company

which prides itself on n provi providing children with the t best start in life. T lif This commitment nt to beautifully functional and aspirational nursery products put Silver Cross on the map as a great British brand, and long may it continue.””

www.silvercrossbaby.com Loved by parents since 1877

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MUMMY AND LITTLE ME

Mum’s the word Launched in 2006, Mummy and Little Me have definitely been on a journey. We caught up with co-director, Vicky Denby to find out more.

Firstly, can you tell us a little about Mummy and Little Me? What was the inspiration behind the launch of website?

Eleven Years ago, when my youngest was six months and Tracy’s youngest was 18 months we decided, wouldn’t it be a nice idea to not have to work for anyone else and have part-time jobs – back then there were no decent maternity websites and hardly any good Matnernity shops (apart from Formes) so we decided to give it a go.

For us the website was almost as important as the shop – we launched that two months after we opened in 2006.

Back then even companies like Selfridges didn’t even have websites – it sounds hard to believe but there were still a lot of big retailers that didn’t think it would take off and had not taken that step.

We started google adwords in 2007 and suddenly our part-time jobs became full-time! It was quite a shock that first week we did adwords to see all those new customers out there but we then had the task of working out how to make money – with returns and adword costs this was our next challenge.

Since first launching in 2006, how have you grown and developed?

This question could take us all day to answer but I think the quick answer is we have evolved and continue to do so – we are always looking for new ways to do things and are quick to accept we have made mistakes rather than just flogging a dead horse.

House of Fraser approached us to open shops in their stores in 2007, it was very exciting – we had three shops open by this

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point and the website was starting to make money in its own right. We now have no shops but a website that we give all our attention to.

We do this by making our customers feel like they have had the VIP service.

What would you say has been your biggest challenge to date?

Ah again we could go on for hours – but basically, keep it fresh. Our homepage is changed every week – although our repeat customers doubled in 2016 we generally only have them for eight months then they have the baby and off they go.

So we try and offer customers what they need at the time they need it.

We have a fabulous Creative designer (Col Morley) who understands exactly what we need – he creates wonderful emails and banners for us. We have lots of Ambassadors as well who help drive traffic and we are also involved in various other things like the google shopping, adwords and very regular fresh content.

In 2009 we had three shops and were racing between HOF in Birmingham, Leeds and Lincoln – we had young families and often worked 16 hour days seven days a week. We look back now and wondered how we did that. We found more and more customers were shopping on our website rather than visiting a physical shop.

The shops were causing us immense pressure and we were not making money on the bricks and mortar side of the business.

We decided to shut the shops down so we could concentrate on the area of the business that was clearly growing at a rate of knots and had the most potential.

It was an emotional 18 months for us but we kept it together and moved forward in leaps and bounds with our website as we could now devote all out time to it.

You have a strong website - how do you stay one step ahead?

We like our customers to come to us and feel like they are in a Boutique at home, we answer questions very quickly, we send every single customer personal emails and have lots of other tricks up our sleeves to make our customers feel cherished and loved just like we would have made them feel in our shops.

We think this is where we stand out – so although we are head-to-head with John Lewis on our key rankings we have to offer something they simply couldn’t manage being such a hugely successful retailer.

How do you drive traffic and awareness to your website?

How important is social media to you as a company?

It is important of course, however if I have half an hour to spare I would rather spend it going the extra mile for a customer than tweeting about a new celebrity pregnancy – we all find our niches and customer service is our priority.

We do get orders from FB and Twitter, we find a lot of customers come and look when their friends share or if something is hot news. We are very lucky that our bloggers always have something interesting to say so that is a huge part of our social media.

You run a regular blog on your website - what benefit does this bring?

The blog started with a bang with a single

mother to be telling the story in a wonderfully candid manner (Sarah’s journey) about having a one night stand and getting pregnant – from then on (four years later) we have realised it is a very important part of our business.

We have some wonderful tips, potty training, weaning – everything has been covered for pregnancy and beyond – we have a huge amount of traffic from all over the world reading it. We are always on the lookout for new bloggers and have been very lucky over the years to have some wonderful story tellers.

Are brands important to you?

One of the most important things is our relationship with our brands, we try and get together with our top brands every year and have some fun.

Tracy and I play hard as well as work hard so will often be partying with our brands at K&J or Harrogate.

Plus we make sure they get the attention they deserve through our marketing and that our customers know everything they need to know about them. It’s not just about flogging a few bags it’s making sure that our customers can get as much information about every brand as they need, so they can make an informed choice. In return our brands look after us very well, we have lots of long standing great relationships, so it all works wonderfully.

Do you feel that your customers research products more now prior to any purchase?

Yes! Every time we launch new styles we do blogs, we get reviews done and we send marketing emails with lots of information. We chat about them and

we try and give the customers as much information as possible. We also have collated over 2,000 reviews just on changing bags so our website is a huge resource with independent advice from mums, bloggers, as well as our opinion.

Is there a product at the moment that is an absolute must-have with your customers?

Take a spin in a

Baby Go Round

Obviously they all need a baby changing bag, but one of our most successful brands is the gorgeous aden + anais. We got them on the launch way before Prince George was spotted in a swaddle (that day we were overwhelmed with orders we didn’t have a clue what was going on, the orders came in all through the night!)

– the swaddles are amazing and even if you don’t swaddle your child you can use them for so many things – we still have then in our house (my kids are now 11 + 12).

Finally, do you have any exciting plans on the horizon that you would like to share with us?

Yes, we launched Gifts Women Want last year. It was a slow start but over the last two months has started to really come into its own which is really exciting. We have lots of plans for expansion in this area – our repeat customers are growing as our business has become much more slick and streamlined and we need to keep them coming back for life not just when they are pregnant!

To find out about these products and for more information on how you can become a RED KITE stockist call our sales team today.

01454 326 555

www.redkitebaby.com nursery today

15

Cover Story: GRO

Gro’ing with age W customers and retailers every With ssleep of the way. he Gro Company introduced baby sleep bags to the UK market and 16 years on have firmly established themselves as s sleep experts and one of the leading providers p of sleep products to the Nursery Industry.

I As well as being the first baby sleep bag to t achieve the British Safety Standard, The G Company has a longstanding Gro r relationship with leading safer sleep charity, The T Lullaby Trust, with the Grobag being the t only baby sleep bag recommended by them. t With over 94% of parents stating that t fe they worried about their babies being safe while w they slept,* pt, The T Gro Company strive C ive to t reassure and nd assist a parents,, m making their journey jo t through p parenting an e easier one.

T

“

Range R

nursery today

Support

With a new marketing team and busy photographic studio in place, The Gro Company are better placed than ever to offer support and resource to retailers.

Providing both on and offline assets, including graphics and an expanding resource of video content. Direct communication to new parents via social media channels and a events ensures tthat the brand is front oof mind when it ccomes to purchase.

Experience and E u understanding of the n nursery market enables G Gro to position th themselves with the right media outlets and rig influencers to ensure a hig high profile is ma maintained making them a de destination brand within stores. An even with stronger recommendation stro to b buy comes from exis existing parents that have foun found the range of prod products to be much love loved essentials and who hap happily, sometimes zea zealously, recommend the range as ‘must buys’ to friends and families embarking on their own parenting journey.

W it h a m arketin g te a m nanew p h otog rap h ic stu ddio buinsy p la ce , Th e G ro C omp an are b etter p la ce d th an y ever to o ffer supp ort resou rc e to reta iler s.an d Pro vid in g b ot h on an d o fflin e as sets , in clu d in gr ap h ic s an d an g exp an d in g resou rc e o f video content.

T Gro The Company C ooffers a breadth of b rrange to the rretailer providing p products p tthat ggenuinely meet eet the needs of parents. The combination of Grosnug, p Grobag and Gro to Bed offer the retailer a G ccomprehensive bedding range. The Grofriends range of comforters is joined this G sseason by Ollie the Owl, a unique light and ssound soother that is sure to dominate the market with its use of CrySensor technology m aand adorable design. Favourite electrical ‘must-haves’ include the life changing ‘m Groclock which has become so popular one G iis sold every three minutes worldwide. The

16

Groegg room thermometer, a nursery staple, has seen the development of the Groegg2 with an updated design and additional features.

”

Award winning

The Gro trophy cabinet contains 79 Gold and Silver awards with 55 awards specifically for Classic and Travel Grobags including a prestigious innovation award from Kind + Jugend for the Insect Shield

Grobag. As five time winner of the Gold for Best Nursery Item from Mother and Baby awards, perhaps the most recognised awards in the UK market, firmly putting The Gro Company on the map as a brand leader.

What’s new?

Ollie the Owl

Introducing Ollie the Owl, a unique and utterly adorable sleep aid with built in CrySensor technology helping baby (and Mum and Dad!) to get quality ZZZ’s every night.

Ollie the Owl has three light settings and four soothing sounds of heartbeat, rainfall, white noise static and beautiful Brahms lullaby to comfort and help settle baby.

Innovative CrySensor technology means Ollie automatically activates when baby cries, so he can soothe little ones back to sleep in an instant. The sounds play for 20 minutes and then Ollie switches to standby mode for three hours, but rest assured he is listening intently and will turn on at any point during standby mode to play either the white noise static or Brahms lullaby sound thanks to the CrySensor function.

Expertly designed, Ollie is made from tactile, super soft plush, grey in colour with a light up breast dotted with tiny love hearts and certain to fit into any colour scheme.

Suitable from birth and completely portable Ollie the Owl is guaranteed to make bedtime a whole lot easier.

Grosnug

Demand for the Grosnug keeps on growing.

Autumn 2017 sees four new designs entering the range. The 2 in 1 swaddle Grobag is

Th e G ro trop h y “ ca b in

et conta in s 7 9 G old ththehe shelf and are much in an d S ilver aw ard s w it dedemand with design conscious mamas.

5 5 aw ard s sp ec ific allyh ma fo r C la ss ic an d Trave l H Hip Healthy G rob ags in clu d in g a Groswaddle Gr The Hip Healthy Groswaddle has a p rest ig ious in n ovat ion cleve clever pocket design which means no wriggly legs breaking free and when wrigg aw ard from K in d + swadd swaddled baby’s legs are in a hip Ju gen d fo r t h e In sect health healthy natural leg position with ample room for movement. The S h ie ld G rob ag .

International Hip Dysplasia Institute Intern recognised this as promoting hip has re

suitable from 5lbs and the he perfect first bedding to usee with babies. Curved seamss allow hip healthy sleep position which has earned d the product recognition ass a ‘hip healthy’ product by the International Hip Dysplasia Institute. Snug fitting around the upper body and with poppered arm holes to allow babies sleep with arms out or in, the Grosnug helps restless and colicky babies to settle more easily to sleep.

Relatively new to the range ge the Grosnug has quickly become another hero product.

Grobags

An exciting year for design and fabric developments for the Grobag. Hitting the shelves in time for summer is the Insect Shield Grobag. This new Grobag is made with fabric treated with a natural, safe substance, which is odourless and invisible while offering protection against mosquitos and insects. Perfect to take away on holidays the Insect Shield Grobag protects babies from bugs while they sleep.

Lightweave is a fabric specifically devised by us to mimic the breathability and lightweight nature of muslin cloth but with greater structural stability and greater safety for sleeping babies. In gorgeous geo prints its bang on trend with crisp scandi inspired tones.

Big news this year has also been our collaboration with iconic designer Orla Kiely. Instantly recognisable prints in bold combinations make these Grobags ‘pop’ off

”

healthy development in young babies. health wrap is made from 100% soft The w cotton and is available in a variety of beautiful designs which will look fabulous in any nursery!

Groegg2

The Groegg 2 has all the same qualities of the award-winning, original number one nursery thermometer, but it comes with some additional, improved features for today’s nurseries. The new sleek, silicone design is 33% bigger and brighter, making it softer to touch and even easier to see at a glance, ensuring little ones are resting at the correct temperature. In addition to the innovative colour changing system and digital temperature display, the Groegg 2 includes four adjustable brightness levels allowing you to us it as a nightlight or to find a light level which suits baby.

Web: www.gro.co.uk *Taken from independent survey of 2000 parents

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focus BABY BEDDING Picture courtesy of Little Green Sheep

So to bed Baby bedding is a category which has experienced many changing trends and attitudes, especially when we look at the way we put babies to sleep, for example, the continued growth in the use of baby sleep bags. Here we take a closer look. learly whatever age we are, we all use bedding. However, the baby bedding sector is different to that of an adults needs. The appeal of traditional nursery bedding hasn’t slowed, but it has changed over the years. For example, we have seen a notable increase in the popularity of baby sleep bags, which not all that long ago weren’t as highly regarded as they are now.

Baby sleep bags have quickly become a staple nursery product with more parents turning to using them as an alternative way to put baby to sleep in a snug and secure way.

One area that we can’t ignore is that bedding will be used to bring a co-ordinated feel to the nursery which, with the ever changing face of home décor, often means a mix of traditional coupled with contemporary styles. Julia Cooper (Director, Silvercloud) told Nursery Today: “Bedding needs to combine several factors: style, practicality, feel, and safety.

“Bedding should look beautiful. We’ve found that most consumers aren’t looking for anything too contemporary – classic designs with a modern twist work best.”

Rob Pascoe (Commercial Director, Gro) feels that it is important in this changing and evolving sector to continually offer a range that keeps consumers brand focussed, but also a brand that will grow with the child. “Our range covers bedding needs from small babies with Hip Healthy

C

“beauBetiddfulin. gWshe’voue ldfouloondk

th at most cons umer s aren ’t lookin g for anyt hin g too contempo ra ry – cla ss ic designs w ith a modern tw ist w ork best ud

y

”

Julia Cooper, Silverclo

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nursery today

Groswaddle and Grosnug, the iconic Grobag through to Gro to bed for toddlers, addressing the changing needs of children as they develop.

“Safety is a cornerstone of our business and we feel that parent’s expect retailers to provide safe products. A survey recently carried out on our behalf revealed that 98% of parents would expect a retailer to know whether the Baby Sleep Bags they sell meet the British Safety Standard. We are proud to consistently achieve the British Standard giving reassurance to parents and retailers in the quality of our product.”

If this is a product area where brands play a role, how is awareness generated? “The Gro Company engages in a wide range of different activity utilising various channels to drive awareness of our brand.” Said Rob. “Through advertising and PR activities we target press and influencers to positively position our brand and range. Engaging with new parents at The Baby Show we are able to communicate our brand values and vision to a wide range of targeted customers. Regular marketing campaigns further communicate our brand range and values.”

Remember, baby bedding isn’t just about sheets, blankets or sleep bags. If parents are looking at these type of products then they may also be focussing on baby mattresses.

We asked Vicky Charlton (Nursery Sales Manager, Harrison Spinks) her thoughts on what consumers are currently looking for when we take a look at the mattress product category. “The mattress market is one little explored by consumers, with many making the mistake of accepting the free mattress that often comes with their cot purchase and not giving a second thought to purchasing an alternative mattress. ‘Free’ isn’t necessarily the best for your baby and most likely it won’t offer the postural support your baby needs.”

With this in mind, are consumers who may be a little more focussed on what their baby sleeps on perhaps now researching this category in more depth? Steve Birds (National Account Manager, Slumberland) would say yes. “Its clear parents are conducting more research into the different mattress options available on the market and because of this they are aware of the different types such as; foam, open coil and pocket sprung mattresses. However they don’t always understand the benefits of these different mattress options.”

The survey says…

Nursery market specialists FanFinders surveyed 2,000 consumers via their platform Your Baby Club focusing on bedding and mattresses.

Here’s the results.

Did you look for coordinated baby bedding?

Yes - 1583 No - 417 Did you have a cot bumper around baby›s cot?

Yes - 1187 No - 813 When buying babies mattress did you do any research or seek recommendations?

Yes - 1319 No - 681

Swaddles to dreams

From breathability to softness to versatility, the many benefits of aden +anais 100% cotton muslin give you complete assurance that you are doing the best thing for your baby.

The lightweight fabric’s open weave allows for airflow, reducing the risk of overheating. This quality helps keep little one comfy and safe all summer long.

From swaddles to dream blankets to 1.0 TOG sleeping bags, there’s a muslin must-have for all of your warm-weather needs in a variety of modern prints sure to suit your sophisticated style.

Web: adenandanais.co.uk

the g n i t r o S upp an d Trust Wo o d l

Wild at bedtime

The Little Green Sheep launched its Wild Cotton Collection in Decemb er and has seen phenomenal sales and even celebrity fans, with the Clooney twins known to be wearing Wild Cotton Sleepsuits. The range of 100% organic cotton, illustrated bedding and sleepwear includes Cot and Cot Bed Sheets and also full bedding sets (which include two fitted sheets and a jersey blanket) for cribs and Moses baskets / prams. Lovely, comfy, super soft and all made from 100% brushed organic cotton.

Wild Cotton Bedding promises the best night’s sleep for baby and is kind on delicate skin. The Bedding Sets come in two popular designs featuring a beautifully illustrated bear on a grey marl background or a rabbit on a mint melange background.

The sets also include a fitted sheet in a gorgeous woodland print. The fitted Cot and Cot Bed sheets are available in the bear, rabbit or woodland design.

Best of all, The Little Green Sheep are working with the Woodland Trust and will donate 25p of every item sold from the Wild Cotton range to the UK’s largest woodland conservation charity.

Make a cosyularcesseonttial baby bedding

The ever-pop Kite. ot set from Red from the kit is the Cosi C ns sig de r la pu ree po sign, the Available in th de y , Pretty Kitt nk pi rly gi d an cute d red range, ip Ahoy blue an funky bright Sh bright Safari. to the cheerful, a giftable is presented in Each Cosi Cot mper, bu , ilt qu includes a d an x bo ur lo co d sheet. ct from fleece blanket an you would expe Great value as . ity al qu exceptional Red Kite with baby.com dkite Web: www.re

Email: team@greensheepgroup.com

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focus BABY BEDDING

The perfect touch

The Obaby bedding ranges are the perfect finishing touch for any room. With each range consisting of; quilt and bumper set, two sleeping bags (0-6months, 6-18 months), musical mobile, Moses basket and crib quilt and bumper set, there’s a range available to suit any budget.

Their latest B is for Bear - Happy Safari range features a stylish colour scheme that would not only look perfect in any nursery, but would suit both baby boys and girls.

Tel: 01652 641491 Web: www.obaby.co.uk

Sweet dreams

Suitably snug Suitable from birth, the cosy range of sleepsuits from Silver Cross will keep little ones snug and comfortable all night long.

Crafted from 100% premium cotton with a soft-touch jersey lining, the design creates a safe sleeping environment, with no blankets to wriggle under. Featuring shoulder poppers and zips, night-time nappy changes can take place with ease.

Silver Cross Sleepsuits are available in a range of exclusive designs. Including beautiful applique in To the Moon and Back and exquisite embroidery on Wish Upon a Star, each design coordinates with a Silver Cross nursery bedding range.

All sleepsuits are available in 2.5 tog for use all-year-round, and are machine washable at 40°C. Web: www.silvercrossbaby.com

Babymoov’s new Cosydream(+) and Lovenest(+) make baby’s transition to dreamland a comfortable experience.

The Cosydream(+) is the first sleep l positioner ii to iinclude l d a 15 15-degree d iincline, li gently l elevating baby’s body to aid digestion and keep airways clear, delivering the ideal anatomical position for newborn babies. The womb-like environment helps soothe and reassure.

The innovative design of the Lovenest(+) baby pillow offers support without restricting movement, and features a special incline to help maintain the natural curvature of the skull.

Antibacterial, thermoregulating Coolmax fabric ensures optimum comfort. Suitable from birth to six months, it can be used in pushchairs, bouncers and cots.

Tel: 01823 772995 Email: swinskill@babymoov.com

Gro ded to slg isetheeonp Bag recommen ly Baby Sleep eve the

ntly achi The Groba st and consiste ru T by la robag is a ul L

by The Company’s G ro G he T ; rd British Standa ty and quality s. In in product safe oice for parent market leader it the No 1 ch g safest in e ak th m be s, to rd standa er Grobag id ns co s nt re ro ket*. G bags fact 80% of pa gs on the mar ba ep 5) sle by tings (0.5 to 3. brand of ba riety of tog ra va a a in e as l bl el la w are avai ratures, as fferent tempe g the award suitable for di s ic br includin fa nt re ffe di uriously soft variety of ld Grobag. Lux ie Sh ct se In to create air winning gs are designed ba ro G rd ua ightweave is a Jacq n baby and L io sh cu ly lp he ed to be high pockets to fabric, design on tt co .

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nursery today

Th e y b d e d Trust n e m aby m o c Re L ull

dŚĞ ƉĞƌĨĞĐƚ ďĂďLJ ŐŝŌ ƚŚŝƐ ŚƌŝƐƚŵĂƐ International Sales Manager We are looking to appoint an experienced International Sales Manager. This position will concentrate on the development of international sales through a mixture of distribution channels with Europe being the focus market. New international strategy has been put into place with regards to European expansion and so there is much to be achieved by the successful International Sales Manager. This role will require a mixture of account management and new business development skills. The successful candidate will be also responsible for the management of marketing budgets within the responsible territories.

The Person To perform the role of International Sales Manager you will need to have a minimum of 5 years’ experience in export sales and in international distributor management. A background in consumer goods is essential. Fluency in one of the leading European languages will be extremely advantageous in addition to English.

The successful candidate is expected to spend approx. 5-8 days per month travelling to their responsible European and nonEuropean markets. The office is in the Manchester area and a flexible working arrangement is possible.

,ĞĂƌƚͲƐŚĂƉĞĚ dǁŝŶŬůĞ >ŝŐŚƚƐ Soother E t ĨŽƌ ĂƵƚƵŵŶ ϮϬϭϳ͊

The Company Established brand of baby products, which is looking at dynamic expansion into international markets.

The Package The business will design a package to attract the right candidate.

To apply for this position please send your CV to Radek Chrusciany, radek.chrusciany@cosatto.com

DĂŶĂŐĞĚ ďLJ dŚĞ Z,^D 'ƌŽƵƉ Ͳ ǁǁǁ͘ůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ ŵĂŝů͗ ŚĞůůŽΛůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ dĞů͗ Ϭϳϵϳϲ ϳϳϯ ϰϴϲ

Closing date: 30th July

We teamed up with Disney for the most magical muslin sleeping bag ever Combining the magic of muslin with the wonder of Disney, our 1.0 TOG sleeping bag is made from a single layer of soft, breathable muslin making it the perfect summer sleeping solution.

Breathable

Zip opens to make changing easy

Exclusive prints

For more information contact: melissac@adenandanais.com | +44 (0) 203 735 7565 @2017 Aden & Anais, Inc. All rights reserved. ©Disney. Based on the “Winnie the Pooh” works by A.A. Milne and E.H. Shepard.

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04/07/2017 09:22

focus BABY BEDDING

Counting Sheep New to Silvercloud’s Counting Sheep collection is a four Piece Bedding Set, designed to fit a smaller cot. The set includes everything parents will need to dress a space-saving cot for a new baby: a softly padded coverlet that is suitable from birth; a bumper; a fleece blanket, and a fitted sheet.

In white printed 100% cotton, the coverlet and bumper feature the adorable sleepy sheep motifs in applique and embroidery. The super-soft fleece blanket is the perfect size to layer in a cot on a colder night, while the fitted jersey sheet is designed to fit a standard cot mattress and also a space-saving cot.

Tel: 01692 408802 www.silvercloudnurserybedding.co.uk

The perfect fit To accompany the bestselling Chicco Next2Me and Next2Me Dream, Chicco offers a fitted sheet and sleeping bag gift set.

The sleeping bag is 100% cotton jersey and available in one size for babies from 0-6 months.

H e lp s u Woo d l a ppo rt t h e n d Trus t

Web: www.chicco.co.uk

Going wild

Sleep just got better ClevaMama is delighted to announce the launch of ClevaSleep Pod, the latest addition to their very successful ClevaFoam range.

ClevaSleep Pod gives baby a safe and snug sleeping environment. Using ClevaFoam technology, this soft luxurious and breathable pod supports baby’s entire body from head to toe during those early months when they are growing at their fastest rate.

The sleep pod is ideal for newborn and can be used in a crib, cot or when co-sleeping up to six months. This portable pod is perfect for use around the home and but also great for tummy time, changing station or when travelling. The cover is removable and machine washable.

Made using ClevaFoam technology, which was researched and developed with the Trinity College University in Dublin.

ClevaFoam is scientifically proven to reduce the pressure on the back of baby’s head by 50% and increase support by 80%, thereby helping to prevent Flat Head Syndrome.

Tel: +353 1 8770724 Email: info@clevamama.com Web: www.clevamama.com

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nursery today

The Little Green Sheep launched its Wild Cotton Collection in December and its seen phenomenal sales and even celebrity fans, with the Clooney twins known to be wearing Wild Cotton Sleepsuits. The range of 100% organic cotton, illustrated bedding and sleepwear includes two gorgeous sleeping bags. Making sure baby feels comfy and secure, the Wild Cotton Sleeping Bags come in two designs featuring a beautifully illustrated rabbit on a mint melange background or a bear on a grey marl background. Super soft and created with 100% organic brushed cotton, it is ideal for baby’s delicate skin. The sleeping bags are available in a 1 or 2.5 tog.

Best of all, The Little Green Sheep are working with the Woodland Trust and will donate 25p of every item sold from the Wild Cotton range to the UK’s largest woodland conservation charity.

Email: team@greensheepgroup.com

NEW

from Summer Infant

CUDDLEBUG

Bedding with baby’s favourite teddy favourite cuddly friend

Little ones can now drift off to sleep with their with the introduction of BreathableBaby’s gorgeous new Tiny Tatty Teddy range.

The BreathableBaby Tiny Tatty Teddy Mesh Cot Liner featuring this adorable grey bear is a perfect choice for both girls and boys and helps to prevent little arms and legs from getting stuck in the cot bars.

Made from 100% mesh it allows maximum airflow inside the cot, the BreathableBaby Mesh Cot Liner creates a cosy atmosphere and gives parents peace of mind helping the whole household to get a better night’s sleep.

The product comes in two panels which attach to the cot with hook-and-loop fasteners making it easy to install and adjust to the cot dimensions, including solid back cots. It has a No-Gap-Wrap™ feature allowing more coverage in the cot’s corners and is suitable from birth to 12 months.

An interactive cuddly companion with soft glow lights, lullabies, heartbeat & nature sounds.

SOOTHING TURTLE

Email: rachelle.harel@breathablebaby.com

A bedtime soother with 6 types of white noise & colour starry sky projections to help babies fall & stay asleep.

LAID-BACK LOUNGER 1

2

Treasure forever The first blanket a newborn is wrapped in is treasured forever. Abeille have transformed the cellular blanket by using a carefully selected colour palette to complement the modern home. Designed in Britain, these blankets are much softer and of a more generous size than traditional cellular blankets, making them more versatile.

The weight has also been increased to make these blankets bouncier and softer on baby’s skin. Cellular blankets are the only blankets recommended for newborn babies, they have small holes in them to keep babies warm without the danger of overheating. The clever ‘cell’ construction keeps baby warm in the winter and cool in the summer.

Tel: 01278 434440 Web: www.hippychick.com/abeille

3

A unique positioner & infant play mat that grows with baby.

For more information contact us on 01442 505 000 or visit www.summerinfant.co.uk Summer Infant UK

@summerinfantuk

nursery today

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focus BABY BEDDING

What a line up

We all know how precious sleep is for both baby and parents; SwaddleMe’s complete line of sleep products has been expertly designed and tested to keep babies snug, safe, and comfy throughout the night.

Once babies start to roll over they ready to progress from the Original SwaddleMe - the Stage 3 SwaddleMe Wrapsack provides babies up to eight months personalised comfort by allowing them to have their arms in or out. For up to 24 months, there’s the Stage 4 SwaddleMe Wiggle Blanket, with its extended sleeves to keep baby’s arms warm and provide a snug feeling of security.

The range comes in a selection of attractive, modern designs and is made from super soft cotton.

Safer Sleep. Brighter Days.

Web: www.summer.co.uk

C re a tes a co-o nu r sery rd in a te d

Stunning from Silver Cross

The perfect finishing touch to any nursery, the stunning coll ection of soft furnishings from Cross will create a war m and Silver cosy environment for any littl e one’s room.

Lovingly made with the same quality craftsmanship and bea utiful design that the brand is renowned for, the Silver Cross coordinating bedding ranges each add a luxurious touch to nursery. the With gorgeous embroidery and applique details, from the soo thing neutrals and war m taupes featured in To the Moon and Back, through to soft pastel ton es in Vintage Pink and Vintage each range includes a quilt, cov Blue, erlet and cot bumper made from 100% cotton. Matching musica mobiles, curtain tie-backs, slee l psuits and changing mats will ensure the nursery provides the ultimate relaxation space.

Web: www.silvercrossbaby.c om

al e cot bumper origin Keepof theitUnited athabl Kingdom’s choice of bre ed Love to Dream UP is the

The pioneering Swaddle only arms UP swaddle on the market, this warm and snuggly sleepsuit enables little ones to sleep comfortably in the natural sleep position with their arms UP. The unique wings design means babies can still self soothe on themselves to sleep, such as sucking their hands safely through the Swaddle UP breathable fabric or gently rubbing their cheeks.

Tel: 01730 895761 Web: www.cheekyrascals.co.uk

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Airwrap is one pers with its unique patent bump s traditionall cot b alternatives. It supersede multi-layer design. ric The breathable mesh fab ow fl air um xim allows ma padded compared to other lightly baby g tin tec pro cot liners, while the in g glin tan and from knocks e thin Th . cot the of rk wo me fra s that it collapsible fabric ensure ge to era lev as d cannot be use ed to sign De . cot the m fro climb of ce pie provide parents with ter mind and ultimately a bet y. bab r you for p night slee range of Airwrap is available in a star a and s our fashionable col e nat rdi coo to ed ign print, des y. ser nur any h wit Tel: 0161 335 2500 de.co.uk Email: sales@kooltra

“Say Hello” Starry Sky Cot Mobile Now in stock t: 01692 408802

e: nursery@east-coast.co.uk

w: eastcoastnursery.co.uk

all

New and improved cassette Refills with OdourSeal Technology feature a stronger, 7-layer film with an odour barrier that traps smells inside the bag.

Our innovative design holds 180 nappies2 per cassette. Refills last longer and use significantly less film.

wrapped up

NOW AVAILABLE IN

&

Including free first cassette Nappy Disposal System N T The Angelcare Nappy Disposal System is a convenient and hygienic way of disposing of dirty nappies. Featuring an OdourSeal technology designed to keep bad smells at bay, O this simple-to-use system makes for a happier, more th fragrant home. fr

£19.99 Refill film includes a germ-fighting antibacterial coating.

1

Nappy Cassette Refill - 3 Pack £14.99

After 72 hours of use, in laboratory study, considering selected odorous chemicals. 2Tested with size 1 nappy (2-4kg) and based upon average daily usage, results may vary.

follow us For more information please call: 01785 503 305 or email: info@hcotrade.co.uk

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@Hardenberg_Co Hardenberg&Co Ltd

08/06/2017 16:32

03/07/2017 15:39

supplier snapshot This issue we’re talking bedding.

We speak to some of the industry’s finest to find out their thoughts on what baby sleeps in, under and on…

Julia Cooper

DIRECTOR, SILVERCLOUD TRADING What are consumers looking for when we take a look at baby bedding?

It needs to combine several factors: style, practicality, feel, and safety.

Bedding should look beautiful.

We’ve found that most consumers aren’t looking for anything too contemporary – classic designs with a modern twist work best. It’s vital that the bedding can be washed easily and often, and remain looking great. It should be soft and gentle on babies’ skin, and of course parents want the reassurance that it is safe. Bedding is also a popular gift, so using beautiful packaging and including ‘To and From’ labels appeals to those consumers.

How informed are they with regard to the varying mattress options available?

Often consumers are completely new to this market, and it’s an exciting but overwhelming time – expectant parents have a long shopping list and a huge amount of choice available to them, so they are usually hungry for information. It’s important to offer buying advice and usage guidance in store and on packaging, because consumers will be seeking assurance that they have made the best purchase in the face of the conflicting information they will have found in the media.

How important is the fabric used with regard to baby bedding?

Fabric choice is extremely important. It needs to be soft and gentle, but robust enough to stand up to repeated washing. Our new Sweet Dreams and Little Star collections are made with easycare cotton-mix fabric.

What do you, as a company, do to drive awareness to your brand?

To reach consumers, we focus on social media as it’s a great way to connect with them directly. We also pride ourselves on being very responsive to retailers, as they are the link between our products and the consumer.

What support do you currently offer your retail partners?

We offer a full design service, including exclusive products, packaging, and safety and QA testing. We supply our catalogues and POS for store displays, and can offer website landing pages, banners, and social media collaborations for support online.

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nursery today

Vicky Charlton

NURSERY SALES MANAGER, HARRISON SPINKS What are consumers looking for when we take a look at baby bedding and mattresses?

One thing that is at the top of consumer’s lists when looking at baby bedding and mattresses is practicality; something that can be washed easily and dried quickly is really important to parents. Everyone knows how messy babies can be!

Second is quality, everyone wants the best for their babies and the all-important hypoallergenic, breathable and chemical-free factors come under the ‘quality’ bracket.

Natural fillings such as wool also assist in temperature management of baby while they sleep.

Comfort and support are additional major factors which consumers look for, your baby’s spine grows by 50% in their first year of life, therefore looking for mattresses that will provide support and comfort for your baby is really important.

How informed are they with regard to the varying mattress options available?

The mattress market is one little explored by consumers, with many making the mistake of accepting the free mattress that often comes with their cot purchase and not giving a second thought to purchasing an alternative mattress. ‘Free’ isn’t necessarily the best for your baby and most likely it won’t offer the postural support your baby needs. Many consumers don’t consider what mattress options are available, and are rather more concerned with baby’s car seat, wheels and furniture as this is what is ‘on show’ to the people around them.

It can be seen that mixed messages from consumer facing publications can add to the confusion for parents. The ‘sleep product’ market is becoming ever increasing, with sleep pods, baby boxes etc. The mattress options available are going to get even more lost and confusing.

What do you, as a company, do to drive awareness to your brand?

At Harrison Spinks Baby, we are constantly striving to drive awareness to our brand and the uniqueness of our products. We advertise in consumer publications,

and often write editorials on a number of topics including a mattress buying guide and the importance of support for your baby as they sleep. This way we are getting advice out there and our brand!

Blogger outreach we feel is a brilliant way to connect with our targeted audience, so inviting bloggers to our farm and engaging them in our special story is something we really try and push.

There is no better way of increasing brand awareness than putting a face to the brand – as the Harrison Spinks Nursery Sales Manager, I regularly attend all the popular baby shows offering information on our products and spreading the word about our amazing mattresses.

Our social media outlets we feel is another fantastic mechanic for offering advice, support and useful information to our followers, whilst also driving brand awareness in a creative and informative manner.

What support do you currently offer your retail partners?

In order for retailers to engage with their customers and sell our mattresses, we offer some valuable in-store materials. Our mini-cut through mattresses show off the inside layers of our innovative mattress so parents can see exactly what their child is sleeping on, as well as an in-store point of sale, which displays our products beautifully when space is at a premium. Our brochures also demonstrate the natural fillings inside the mattresses and the benefits of our unique baby pocket springs.

I also work closely with our retailers, regularly visiting their stores and passing on my passion for our products in the form of training.

Our farm and factory is an integral part of our mattress’ story, and in order to help understand its unique features we hope to increase the offering of factory and farm visits to our retailers in the future.

Julia Minchin

FOUNDER, HIPPYCHICK F

What are consumers looking for when we W ttake a look at baby bedding?

Nighttimes are the most worrying time for parents N sso keeping their baby safe, warm and dry is always the number one priority in bedding choice. th Consumers need absolute reassurance that what they are buying has been rigorously tested for w safety and efficacy, is comfortable and will help to sa promote a good night’s sleep for both baby and parents. Products that have won recognised awards and/or carry an endorsement from a credible organisation will also help reassure parents and motivate purchase. (Hippychick Bed Protectors are well renowned to be amongst the best on the market and feature an undetectable, breathable waterproof layer. They also help to prevent against dust mites - a major cause of hayfever and asthma, an added value benefit which provides extra peace of mind for parents).

How informed are they with regard to the varying options available?

Parents are well-informed about the options available, and want the best possible fabrics for their babies, their children and themselves. They all know about the benefits of pure cotton and an increasing number are turning to Tencel which has the added benefit of being even more absorbent than cotton and having a silk-like feel against the skin. With regard to the waterproof layer, consumers particularly like it to be discreet and non-sweaty, as well as being totally waterproof - obviously! There is, however, a continual requirement to keep consumers informed as we are in a constantly replenishing marketplace with new babies being born every minute.

How important is the fabric used with regard to baby bedding?

With our waterproof bedding, the fabric choice is critical. In the old days, sleeping on a waterproof sheet was an unpleasant, sweaty experience, a bit like sleeping on a crisp packet. Thankfully, things have moved on in leaps and

Steve Birds

NATIONAL ACCOUNT MANAGER, SLUMBERLAND What are consumers looking for when they take a look at baby bedding and mattresses?

First and foremost consumers are looking for baby-safe products. Safety is paramount and parents are becoming more cautious of the chemicals used during manufacturing. Developing a sleeping surface free from all antinomy, phosphorus and arsenic chemicals was of utmost importance to us as this is the safest way for babies to sleep.

Practicality, in terms of having a removable washable cover is also imperative to consumers, as well as breathability and support. Being manufactured in the UK and by a trusted brand is also becoming more important to parents when making purchasing decisions as it gives assurance that they are getting a top quality product.

How informed are they with regard to the varying mattress options available?

It’s clear parents are conducting more research into the different mattress options available on the market and because of this they are aware of the different types such as: foam, open coil and pocket sprung mattresses.

However they don’t always understand the benefits of these different mattress options.

Open coil springs offer excellent comfort and support for babies throughout their development years. Whereas pocket springs offer more targeted comfort and support which will contour

bounds since then, and Tencel, which is a revolutionary waterproof fabric more absorbent than cotton, which genuinely feels as cool as linen and as soft as silk next to the skin, is a great innovation in the waterproof bedding sector. Made from a 100% biodegradable wood pulp, Tencel, not only has the much in demand ‘green’ credentials but is so effective, each sheet comes with a ten year guarantee. Hippychick offers both flat sheets and fitted sheets in this unique Tencel fabric.

What do you, as a company, do to drive awareness to your brand?

Our waterproof bedding range is one of our biggest sellers. We have invested significantly in an awareness raising programme, most notably linking up with ERIC the children’s bowel and bladder charity. Our range is continually recognised across parenting and mainstream media, is continually reviewed by leading bloggers and we have also won lots of prestigious awards, most recently a Gold in the Mother & Baby Awards 2015. We always take this range to shows and demonstrate it to the audience. There’s no better way to persuade parents than by pouring water onto one of our sheets, and then letting them feel how dry it is afterwards. It’s always a sure fire way to promote impulse purchase!

What support do you currently offer your retail partners?

We offer our retail partners dedicated account managers, product training and rep visits wherever required. We also pride ourselves on our excellent customer service and communication - with regular e-shots and newsletters as well as telephone support and a customer service team to help with any queries. We provide great marketing support and work tirelessly to continually raise awareness of our product ranges and all their benefits. We have no minimum orders, a low carriage paid order level and an easy ordering facility on the Hippychick website.

to the baby’s individual body shape to ensure re correct alignment of their head and spine.

What do you, as a company, do to drive awareness to your brand?

We’re in a fortunate position because there is already an awareness of the Slumberland brand as we’ve been manufacturing adult mattresses in the UK since 1919.

Being the first mattress brand to be awarded a Mumsnet Best Badge for not only one, but two, of our adult mattresses has helped Slumberland gain brand recognition ition within the hugely popular Mumsnet audience.

Last year we also ran a Healthy Sleep Campaign supported by GB Heptathlete Katarina Johnson-Thompson and former team doctor to the England Rugby Team, Dr Phil Batty to spread awareness on the vital role that sleep plays in physical health. This high profile campaign along with continuous increased social media activity has helped to drive further awareness to the brand.

What support do you currently offer your retail partners?

Staff training is one of Slumberland’s main priorities when it comes to supporting our retailers to ensure they gain the best tools and resources for educating customers and ultimately making sales.

We have merchandisers on the road dedicated to train retail staff and we provide bespoke point of sale stands and cot mattress samples to help our retailers communicate the key benefits of our Slumbertime Collection to their customers.

We also like to invite our retail partners to a VIP factory tour of our dedicated nursery facility. This gives them invaluable first-hand experience of our manufacturing processes and the opportunity to learn all about the high quality materials we use in our award-winning cot mattresses.

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social media ROSS HEWITT

Nursery consumers are upwardly mobile Ross asks the question – do you monitor what devices your online visitors are using? generally dislike Travelodge hotels but frequent them too often for my liking. They desperately want to avoid h having any staff in them and would p prefer to just put everything guests might want or need in a vending m m machine that doesn’t take the new pound coin. They will try to sell you p anything like they are doing you a a favour…even the beds you sleep on in f tthe room are available for sale. You have to buy WIFI access. Come on, for that? who still charges ch

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in g t , M an a g an d it w e H s s Ro Pi e o f S ec ret l M e d i a ’. r o t c e ir D ia ‘S avvy S oc in g a ut h o r o f h is d ig ita l m a rket st r n R o s s b e g a 9 8 an d h a d h is fi y tr 19 c a reer in t h e nu r sery in dus o t & fo r a y in M a rket in g o s s in f o d a e H r as ver C c e fo r S il ec ret Pi e in r e m m o c E S e set up g 2 0 0 8 . H d h a s b een h e lp in n a d e lo v 2 0 10 foun d an d t e g s t n e . c li r s in c e on lin e eve i e .c o .uk etp w w w.sec r etp i e .c o .uk ec r | R o s s @ s 4 10 0 2 7 | 0 1 9 0 4 ec ret _ Pi e @S | Tw itter :

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So, when I’m sat in a Travelodge room and have stumped up my £3 WIFI payment I tend to go all Martin Lewis and try and get my money’s worth by internet-ering as much as possible. These tend to be the occasions where in the privacy of my room, away from prying eyes, I do what any redblooded middle-aged marketing man would do…I dig and delve deep into Google Analytics. One of these sordid data sessions

happened just a few nights ago.

My work involves being privy to quite a lot of data across many different clients and organisations and it is a healthy mix of brand and ecommerce activity so all bases are covered, as well as some B2B parts of the industry.

Most of these websites have a few years of continual data to play with and the sample is big enough to pick out some consumer behaviour trends.

The one that leapt out the most during this orgy of mouse clicks was just how stuck to their mobile devices website visitors are in our industry.

I’m curious to know how many of you reading this have an accurate handle on the habits of your online audience. I’m sure that most of you do, but how often do you monitor how people are accessing your website?

Taking a sample of 10 consumer facing nursery websites with over 150,000 visitors a month between them I am seeing an average of over 80% of visits are happening on mobile devices (including tablets).

Looking at data from 3 years ago it was around 67% and less than 45% in 2012.

I know, I’m not breaking any new ground here… “Yay, Ross has pointed out that mobile devices are popular… we’re saved!”

Those numbers are big, but they have bigger implications in the wider context of your digital marketing.

Consider any advertising that you do, either on Facebook or Google

AdWords. Have you optimised your campaigns for mobile or did you set them up on your desktop and then just quickly click through the settings for mobile adverts?

Maybe it is time to start building your campaigns around mobile devices exclusively. Have a look in Google Analytics and I am sure you will all be getting at least 70% of your consumer visits from mobiles. If that is the case then it’s time to rethink a lot of your activity if you haven’t changed much of what you do for a while now. Don’t waste money chasing the 20-30% and go after the bigger numbers.

Consider running some campaigns on Instagram…it is pretty much a 100% mobile focussed service with a core audience of baby-making age.

Make sure your Google AdWords campaigns have the Call Extensions added to them so a mobile user can see your advert and tap to call you (these call buttons can be timed to only appear when you are open).

Block a couple of hours out of a day very soon to do a full pass through

I’m cu rious to kn ow ho w acmcuanray teof you rea ding th is have an your hand le on th e ha bits of th at on lin e au di en ce . I’m su reoften do most of you do , but ho w le are you mon ito r ho w peop ac ces sin g your w eb site? your website solely on your mobile.

Does it hang together OK? Will a pregnant lady or forthcoming first-time father with very little knowledge of baby products feel like they can trust you because of the expertise and guidance you offer or will they just encounter a load of products and prices from brands they know little about?

Is your website responsive? If it isn’t then you have optimised it perfectly for around 20% of your audience while the other 80% will become frustrated.

Can your telephone number be tapped to start a call or is it built into

an image so needs to be written down and tapped in manually?

Tweaking for mobile is long overdue if you haven’t done it for a while or at all. A few little changes can make all the difference and testing and learning is a good discipline.

Sort out the website experience first though if it is lacking and then tackle the advertising, not the other way around. It’s a false economy to turn the tap on faster when there is a big hole in the bucket.

Right, back to the Travelodge website…that £29 room they always seem to advertise must be on here somewhere!

®

Balancing simplicity and elegance with a selection of valuable features, the Obaby Grace Inspire cot bed is the perfect option for parents searching for a stylish and WYHJ[PJHS WPLJL [V M\YUPZO SP[[SL VUL»Z ÄYZ[ YVVT The simple but stunning cot bed thoughtfully utilises clean and contemporary design, and it’s adorable end illustrations add a delicate touch of colour to liven up HU` U\YZLY` Striking the perfect balance between modern and classic, the Obaby Grace Inspire 3 Piece Room Set is nur the ideal addition to any nursery, and is available in a ZO KLZPNUZ YHUNL VM Z[`SPZO KLZPNUZ

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talking shop This issue we speak to established independent nursery retailers to find out how their customers spending habits alter during the warmer months

Victoria Hampson

Gary Watts

NATURAL BABY SHOWER

WH WATTS

With the hotter weather recently, what have your customers been looking for?

Standard products continue to sell throughout the year whether it’s warm or not but we always get a massive uplift on Dookys, My Buggy Buddy Sun Shades and parasols, but mainly on Dookys which sell very well.

Do you experience varying buying habits throughout the seasons?

Buying habits don’t really change throughout the year apart from the seasonal items such as sun protectors and to a degree footmuffs. But being from the North East, footmuffs do sell all year round.

What is your most popular products at the moment?

The most popular brands are Silver Cross and Venicci but the most popular product is the Silver Cross Pioneer which is selling well in the standard version and particularly well in the Special Editions.

Do you expect consumer buying behaviour to alter in the coming months?

I do not expect any changes in buying behaviour in the next few months.

With the hotter weather recently, what have your customerss been looking for?

They have been looking for sun protection! For us, one of the biggest sellers has been Babiators sunglasses. We sold them last year and this year we have just become the official distributor for them because we absolutely love them and see their massive potential.

They are super stylish, lightweight and comfortable for little ones and offer 100% protection against UVA and UVB. We understand how important sun safety is to parents, and baby’s eyes are an important area of that protection, as young eyes are far more susceptible to the sun’s harmful rays. We also sell lots of UV protective swim vests and suits, and swim nappies from Splash About and Close have been flying out. Sales of parasols and sunshades always rocket at this time of year, along with the summer covers for car seats.

We’ve also noticed increased orders of Sun-San sandals, bright summer clothes from brands like Frugi and Finn + Emma and thin lighter weight sleeping bags.

Do you experience varying buying habits throughout the seasons?

Yes along with the obvious trends in changes of footwear and clothing, you notice the colourways of pushchairs and changing bags become a little more vibrant. Smaller pushchairs also in the summer for holidays.

What is your most popular product at the moment?

It has to be Babiators! They are flying off the shelves (no pun intended!) for a range of reasons. It can be hard for parents to find sunglasses that their children don’t want to throw off their face. Luckily, Babiators are made from flexible rubber frames that are very comfortable. Not just that, but they are indestructible too! They can be twisted and turned and are scratch and shatter resistant. Plus, Babiators give you a one year guarantee against breakage and loss – which we know comes in very handy!

Do you expect consumer buying behaviour to alter in the coming months?

Obviously with the uncertainty of the state of the country and the economy at the moment, predictions are being made for a slowdown. Luckily we haven’t experienced that yet, but moving into the autumn, it will be interesting to see.

BABYLAND FIFE

Yasmin Ali

With the hotter weather recently, what have your customers been looking for?

With the warmer weather comes the demand for parasols (although we have more warmth than sun), cotton blankets, Dooky shades and we have sold lots of raincovers!

Do you experience varying buying habits throughout the seasons?

Raincovers sell well throughout the year, of course people buy seasonally, but we don’t really have a summer here, so footmuffs, blankets and raincovers are a staple all year round.

What is your most popular product at the moment?

The most popular product at the moment, not weather related, is the Mee-go Milano pram system, it’s proven very popular and we are finding a lot of demand for it.

Do you expect consumer buying behaviour to alter in the coming months?

We expect to be selling more gift lines, toys and suchlike as summer dissolves and the run up to Christmas begins. Hate to say we are thinking of December 25th at the end of June!

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Christmas in July As we all enjoy the record temperatures this summer, the retail world is already gearing up for Christmas. Suzie Howes, Head of Licensing and Marketing at Rainbow Designs, the Home of Classic Characters, looks at the importance of Christmas in July and what retailers should be taking into consideration this year.

F

or manufacturers, suppliers and retailers it really is Christmas in July - if only the consumers knew the forward planning and thought processes that go into preparing for the seasonal celebration! Times are tight and consumers are budgeting

their spend and planning ahead, with still five months to go it is believed one in seven parents have already started their Christmas shopping. This early purchasing is beginning earlier each year and really highlights the importance for retailers of preparing for Christmas during the summer months.

Christmas is a magical time of year and we all like to be able to gift that special present but in the light of the current economic climate consumers are going to be looking to achieve more for their money and have a lovely gift to show for it. Packing is going to play an important part this year and quality gift-packaged products will be highly sought after.

Our new Paddington for Baby Booties Set in a beautifully branded gift box is just one example of how creative packaging can add value to a product and create perceived value in the eyes of the consumer.

Traditional gift buying When watching the pennies, nursery gift buyers will go back to their roots.

They are likely to revert back to what they know and love rather than take a risk on the fashion brands that are here today but likely to be gone tomorrow. Timeless, classic brands that are focused on quality and simplicity are likely to shine this year. Heritage brands, such as Peter Rabbit and Classic Miffy, are instantly recognised by parents and gift buyers from their own childhoods and they are keen to impart the happy memories associated with these renowned characters to their children.

During this high-spend season we will also see baby space being lost to Christmas gifting and there is, of course, a fine balance to be achieved here. So, while the sun is still shining there is plenty to be think about for retailers before the festive fun really gets started!

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focus PLAYMATS

Totally floored Playmats are a staple nursery product category. With more consumers now being aware of the importance of ‘tummy time’ and the relevance of this to the overall development in infants, these products continue to grow in popularity. ith the continued awareness of tummy time, playmats are seeing an increased interest from the consumer. These provide a safe area where baby can be placed within a comfortable play space that can actively encourage tummy time activities with the inclusion of simple floor toys or indeed as offered and included in many products.

Playmats that encompass an arch with inbuilt activity toys overhead can further assist to keep babies entertained when placed on their backs and additional sensory areas on the mat itself can further assist in tummy time play.

We all know that keeping littles ones entertained from a young age can be a difficult time for many parents. This is where playmats really come into their own.

We bring you a selection of products that are currently available within this product sector.

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Three in one

Head to tummy Red Kite has an exciting range of playmats, playgyms and soft toys which make ideal gifts and development toys for babies.

There are new additions to their popular Garden Gang Range which include the new Tummy Time playmat with detachable play toys and mirror and also includes a padded pillow for tummy and head support options.

Also look out for the new Unicorn Playgym and toys available very shortly!

Web: www.redkitebaby.com

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Summer Infant understands that life with a newborn can be overwhelming at times, in the absence of an extra pair of hands, having a comfortable and safe space for baby to relax can provide both parent and baby much needed downtime – the new Summer Infant Laid Back Lounger provides that respite!

The Laid-Back Lounger is a unique positioner and infant play mat that comes with a toy bar and two removeable toys, which transitions through three stages of babies’ development.

Stage one is perfect for newborns, providing a soft place for baby to lay back and relax. Stage two is aimed at encouraging tummy-time, with its cushioned tummy time mat and two fun toys to keep baby entertained and engaged. Then with stage three, the lounger cleverly folds in half to provide a surround and support for infants as they learn to sit up unassisted.

Web: www.summerinfant.co.uk

ry o s n e es st i es d u l I n c a c t ivi

Say hello to woatris pakcked with sensory activitiesedand pathwcorh quilt k Activity M ther. The soft,

Imaginative play Make playtime anything but flat and a little less square with the assortment of playmats from Prince Lionheart. Create a safe and clean space for children to lose themselves to imagination and do what they do best: PLAY. The range that started it all comes 5.8’ x 6.5’ large and 5mm thick, dual sided with interactive illustrations to engage the imagination, folds like a map (carry bag included), is waterproof and easy to wipe clean.

More cushion needed for newborns? The developMAT with high-contrast colours to encourage visual development; the Everywhere playMAT folds like an accordion with scores that allow it to adjust to narrow, big and wide spaces and finally their squishiest mat yet, the awesomeMAT which rolls like a rug (carry case included). All with dual sided illustrations and 1 cm thick; great for tummy time or anytime, one mat, two adventures.

Imagination soars on the floor!

The Patc to play toge e for two babies – perfect as th large enough outdoor play d an or do in r fo t mat is perfec ing the seven oaches! summer appr ful print, includ ur lo co a n’ song, and es ur ello to the Su H The mat feat ay ‘S s and y’ or irror, teether Baby Sens including a m es characters from iti ay tiv pl ac e d tim mmy xtures an by to enjoy tu a variety of te encourages ba It . ap fl oo -b e peek-a ay Hello” rang crawling. part of the “S is and stimulates at ith M w p ity hi iv k Act partners The Patchwor East Coast in developed by , ys to nt ge lli of inte Baby Sensory. 02 88 Tel: 01692 40 east-coast.co.uk y@ er rs nu l: ai Em ry.co.uk stcoastnurse Web: www.ea

Tel: 0208 997 7054 Email: uksales@princelionheart.co.uk Web: www.princelionheart.com

All in the detail

Nattou play mats have a variety of activities to stimulate baby, the beautiful detailing also makes them a big hit with parents! There are four hanging toys overhead to fascinate baby, comprising of soft cuddly toys, a soft ball and mirror. These are detachable so can be played with independently as little ones get bigger as well as part of the gym.

The mat itself is padded to make it comfortable for baby, with a variety of textures and sounds to be explored throughout.

Nattou’s nursery collections are coveted for their style and practicality.

Tel: 01278 434 440 Web: www.hippychick.com/nattou

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Feature STEIFF

No hug like a bear hug!

Exciting news for Children of all ages hen Margarete Steiff created the world’s first soft toy in 1880, little did she realise the enormity of the gift that she was giving to children everywhere. In 1902, her nephew Richard designed the Steiff company’s signature invention; the Teddy bear!

The story of Steiff is full of adventure, ambition and innovation lavish with romance, nostalgia and childhood dreams. It is the story of the company responsible for the unequalled popularity of the Teddy bear, the world’s most favourite soft toy.

Just what would bedtime be like if there were no cuddly friends to snuggle up to? Unimaginable!

Over 100 years later and the popularity of Steiff has spread the entire globe and grabbed International headlines as antique bears made of traditional mohair and firmly filled with wood wool, set world record prices at auction. Steiff has always devoted itself to making the very best soft toys for children and embracing innovation imagination and perfection. As Margarete Steiff herself said: “For children, only the best is good enough”.

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Now, in the summer of 2017, a new exciting development arrives from the very same buildings in Giengen, Germany, that the world’s first Teddy bear was born!

The new Soft Cuddly Friends embrace all the ingredients that made Steiff famous – ultra-high quality materials, intricate hand craftsmanship, and the famous Button in Ear – in a fresh new collection of contemporary styles designed to appeal to today’s children.

Still renowned for creating unrivaled “life like” animals, Steiff are thrilled to add this extra dimension of playful characters that are sure to become friends for life. Soft as soft can be, always ready for the biggest cuddle possible, the new kids in town are guaranteed to be a big hit with children of all ages. They’re destined to become a child’s most cherished companions, day in and day out.

This new range is of course machine washable and manufactured to the highest standard. But what will wi surprise you is the pricing that accompanies this fabulous new collection. fab Soft and cuddly friends are available in many designs de and in three sizes, retailing at £14.90, £22.90 £2 and £34.90. A full range of gift boxing bo is available plus floor and shelf sh displays to support as POS. Proud of their heritage yet forward-looking for and venturesome, Steiff never stops chasing dreams.

St For more details please contact Margarete M Steiff UK. Te 01483 266643 Tel: Email: leyla.maniera@steiff.com Em Ma Margarete Steiff UK, Astra Ho House, The Common, Cr Cranleigh, Surrey GU6 8RZ.

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03/07/2017 15:40

talking shop NURSERY SUPPORT GROUP

Shop matters with NSG

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Yasmin Ali, Babyland, Fife

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ith more and more shops closing around us it’s becoming almost impossible to miss a divide forming between the big and smaller shops. With suppliers putting huge investments into baby shows, unable to control online pricing and increasing stock problems I can sense a build-up of resentment, a growing inequality and a distinct inability to compete in what is becoming quite a cut throat market.

My fear is that we are starting to lose the smaller end of our independents – those who even when offered are unable to compete, be it lack of cash flow, or inability to buy in bulk to be able to buy into offers. Add to that the huge amount of refunds that I hear are being given out because of stock issues, and stupid offers coming from suppliers on their own websites…the outlook isn’t great.

NT asked me to look at bedding and asked for an independent view. What do you want me to say? Can I name one brand that ticks all the boxes?

No. Is there a range flying out the door with huge demand? No. Is there an independent only range that is also commercially viable and have brand recognition as support? NO! Suppliers (and I concede probably us retailers as well) have an answer for everything – however I get that we may no longer have enough market share for an indie only bedding line… how about just stop murdering your own prices? You can’t expect to have shop floor presence when you are discounting directly and allowing your product to be discounted online. I think that apart from the Spanish brands now making impact, that there is no real premium bedding presence in independent stores and after talking to some retailers I can’t even name one stand out company. They want us to stock their product guys, but they want to sell direct and then compete with us too. We’ve seen some industry players crash and burn when that lust becomes too much…hope our currents can avoid such fates.

I’ve just returned from a lovely few days away in sunny

Sweden with Emmaljunga. An independent only range, top end quality, and a growing range. I don’t to say too much, but if I’m honest as quite a small girl I did have issues with the NXT90, as much as I love the look of it. However, I’m so pleased to say that they are a company that listen and the newness coming out addresses the reservations I had regarding the weight of the original stroller. Things have been added, more features, more usability, giving us a really useful, practical product. I’d like to thank the team at Emmaljunga, especially Hugh Millar, for their hospitality and to the other retailers for really looking after me, as usual! I truly am blessed to work with such lovely people, and these events are always home from home. I think more suppliers need to look at giving some support back to those who support them most.

I am en route to Bolton (is it sunny there?) to visit Cosatto, actually I’m sitting in Edinburgh Airport writing this, super duper excited as I’ve already had a cheeky peak at the social media noise. I love visiting Cosatto, it’s always a very positive experience, and I do believe it’s a show of support for their retailers as it’s a good way of seeing the products hands on before they hit the shop floors, and of course it’s a buzz builder! I get the argument that if all the suppliers did it we would never be in the shop, but for some it’s not viable not to show. I love Cosatto and I would rather see them in their own environment as I think is a fair reflection of them as opposed to a show setting.

I’d like to also take this opportunity to shout out some brands, some items which are making some splashes and creating some ripples!

Mee-go Milano – a really good product that is growing in population as people know about it. My favourite colour was lily, but now I think its heritage blue. A friend of mine bought the blue and is constantly sending me pictures of her gorgeous little bundle and I think it has swayed me! It ticks all the boxes, and is a good quality product.

Venicci launched a new product called the Gusto in Harrogate which has now hit shop floor, my conclusion: Gusto is GORGEOUS!! A solid package we know is a flying bird! Is there any stopping this team? Black shiny chassis, lovely fabrics, on trend leather. Yes!

The team at Roma are expecting in July the stunning Vita pram package, in collaboration with the lovely Amy Childs – fantastic marketing by the team has seen the product fly out on pre order, I’m really blown away by the product range which has grown what seems overnight, and really looking forward

Roma Vita Pink to getting the range on the shop floor IF there is any left! iCandy have the new DC coming out in July/August. It’s called Dusk and she’s sexy! Saying that now that Bradley Cooper has a midnight for his little one there has been no problem in clearing what was left of the Midnight…any retailers on the lookout for stock I know there are some left in Scotland.

I just ordered some lovely pieces from Uzturre following a visit from the charismatic Ane recently, they’ve thought a little bit out of the box and I do quite think it works guys…look into it!

As I head off I’d like to shout out a few people, again Emmaljunga, Hugh, Diane, Goran, Christian – it was lovely, thank you. Gary, Jan, Derek, Ian, Irene, Mark, Susie, Ellie, Ehson, Sue, Morris, David and of course Donna! It was great, we’ve made some lovely memories – thank you. In anticipation now of meeting my people Emma and Ian at Cosatto, feeling blessed and loved!

Again – a huge topic of conversation in Sweden was the company of Mr Eric Snook, who was sorely missed. You live on.

NEW HIGH-END FASHION LINE FOR BREASTFEEDING

T: 01296 630 483 E: JULIAROSE@RICIACLOTHING.COM W: WWW.RICIACLOTHING.COM

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focus BABY CHRISTMAS GIFT IDEAS

Santa baby Christmas is a time of celebration – even more so when a new addition to the family has arrived. This is also a time of gift buying by parents, grand-parents and friends. t may feel a bit early to be shouting about Christmas, but now is the time to think and pre-plan your Christmas gift selection. Baby gifts are a great way to drive additional footfall and can also be used to enhance window displays.

Traditional toys will enjoy a strong market share, as these are still proving popular, but the main aspect to a good gift is that it has a point of interest which captures and stimulates the imagination, or be a product which will be kept for years to come to become either a keepsake or favourite comforter. Whether the gift of choice is a practical item or a sentimental trinket, choosing the right gift can be a difficult process.

Interesting toys to keep babies entertained are a favourite with

I

friends. A beautifully presented gift bearing an item from the plush category that baby can cherish is always a good choice and how the product itself is packaged can greatly influence the buyer, as this often gives a perceived higher value to their chosen item.

The gift has to not only look appealing, be good value for money and have some sort of practical use or sentiment value, but has to have that extra special something to make it stand out from the crowd and persuade those eager-gift buyers that this is the gift for them.

Make sure you offer a good selection of baby and early year gifts across a full spectrum of price – here we bring you a selection of products that are currently available.

Totally huggable

Famous for creating the world’s most huggable soft bears and animals, America’s prestigious soft toy company, GUND, has unveiled further additions to its plush ranges.

Launching this summer and a perfect gift for children is Twisty Tongue Twister Giraffe. A cute and cuddly creature, the giraffe stands at 33.0cm tall and displays its animal print spots in warm browns and yellows, set on a super soft fabric. Twisty Tongue Twister Giraffe is more than just a cuddle-companion, as it will play popular tongue twisters for children to learn and help develop their speech.

Following on the theme of animals you might expect to see in the Savannah, GUND has also launched its new collection of Jungle Friends. Items include rattles; activity toys that can be used as a comfort blanket as well as a puppet; a stacker set; bowling set and of course, a range of soft toys perfect for snuggling.

Dedicated to offering the very best in all things baby — specifically designed for infants and toddlers to help little ones grow — both Twisty Tongue Twister Giraffe and the Jungle Friends range are available to purchase from GUND. An ideal gift for children or friends with young families, these items are sure to be in high demand.

Web: www.enesco.co.uk

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Soothing gift People who are looking to buy Christmas Gifts for babies are looking for a product that is attractive and most of all useful to parents. The Gro Company’s latest addition to their innovative sleep range is Ollie the Owl. Super soft and extremely adorable, Ollie the Owl is quickly becoming a must have sleep aid and is a perfect gift for any baby. Always on hand Ollie’s CrySensor technology listens out for baby’s cries before automatically activating and soothing baby back to sleep.

Ollie plays four soothing sounds including white noise static and has a soft nightlight with three light settings allowing parents to set the sleep aid to suit their needs.

Email: hello@gro.co.uk Tel: 01392 347 111 Web: www.gro.co.uk

Get sassy

c ry s e d u l c in n s o r se o gy t ec h n o l

With so much choice in the toy industry, it can be overwhelming. But Sassy to get stands out. Good toys need to match a child’s stage and emerging ability h to approac unique the is special so toys the most out of it. What makes Sassy Taste. and Hearing Vison, Touch, senses; ng developi develop baby’s Carefully crafted and influenced by child development experts, Sassy toys patterns and vibrant colours. Sassy is gu shingg p ngu iin combine beautiful design, distingui the truly committed to being brand of choice in for educational toys that can be trusted for developing babies. y, All toys offer premium quality, implement innovative designs and show credible purpose.

The Sassy Toy collection offers toys suitable from birth to beyond. From rattles, teethers, the classic Ring o’ Links, familiar high chair toyss to bath toys. The range is wide and is sure to bring the toy box to life this Christmas and inject some personality and quality into parent and baby play time.

Tel: 01785 503 305 Web: www.hardenberg.co.uk

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Popping Squirrel

Winding Vines

Mirror Book

Spinning Owl

Chewy Blossom

For more info contact our sales team on 0161 355 2500 or email sales@kooltrade.co.uk www.loveoribel.com

Kool Trade.indd 1

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focus BABY CHRISTMAS GIFT IDEAS

All in the bear

In 1975 Dr. William Eller, a physician at Holy Cross Hospital, inserted a microphone into the womb of a pregnant woman and recorded the actual womb sounds baby hears during pregnancy.

Dr. Eller thought that playing these familiar sounds would calm and reassure a newborn baby confronting his new environment outside the womb. Dr. Eller’s findings were used exclusively by Prince Lionheart in the creation of Back to Sleep Slumber Bear/ Bunny range, the original natural audio pacifier.

Since then, the Bear has been used by parents, doctors and midwives to help settle Babies so they get the sleep necessary for growth and good health. The secret is in the Soundbox with the use of actual womb sounds recorded moments before birth, inside a pregnant woman’s womb. That secret is the key to the Bear’s success. A happy, sleeping baby means parents get the sleep they need too!

a ft S w i er t c 3 0 h es m i o ff nut es

Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk

for goto play their Greenguinis , cleverly enables parents

Zazu’s Pam the Pen urite stories via the wireless own music or little one’s favo speaker. n can select one of five With a larger nightlight, childre , pink, white, red or multicolourful lights each night: blue a aglow throughout the night or colour. Pam’s tummy will stay off ch swit to schedule the light to pre-set timer enables parents g the early starts, Pam will also ettin forg after 30 minutes. Not get up with a green light, and signal when it is ok for tots to er, with an orange glow. when to stay in bed a little long .co.uk Web: www.cheekyrascals

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Strike St ik th the right i ht notes t Parent and baby will love to make music together with the musical Lamaze Cosimo Concerto. This soft plush zebra doubles as a piano for baby to begin playing songs and developing musical skills. Each of the coloured stripes plays a different musical note when pressed. Young infants will love the bright colours and big friendly face, and older babies will enjoy exploring and learning that each stripe plays a different sound. Cosimo also plays a special musical tune of his own when switched to a different mode.

Keep baby engaged with surprise crinkles, contrast patterns, and multiple textures to explore.

Tel: 01392 281 928 Email: ukcustomerservices@tomy.com

Sparking little triumphs

Discover Lamaze, the perfect gift for birth & baby showers

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Integrated High Impact Multichannel Marketing Support Bounty Packs leaflets Retailer online and in-store activation Parenting media partnership Digital display Social Media

Contact us today to find out more Call 01392 281928 or email UKcustomerservices@tomy.com

Lamaze-NurseryToday_full page.indd 2 Tomy.indd 1

LamazeUK

03/02/2017 14:34 12:45 16/06/2017

focus BABY CHRISTMAS GIFT IDEAS

tmas gift Soothing ChrisBedtime Soother makes the

cess Rocking to suc getting that perfect gift

First Christmases are extremely important, is imperative. Nattou have taken the traditional rocking horse and given it a modern twist, cute and fun in equal measure.

Each animal’s ears and mane are great for hanging on to, although the rockers feature sturdy wooden handles and a safety harness. They are a very stable rocking toy and the wooden bases have stoppers on to prevent them from toppling over.

Not only do little ones enjoy playing on the rocker it will also help to develop their motor skills. The rocker is just one product in Nattou’s range of fun and exciting nursery furnishings and soft toys.

Little Chick London’s gorgeous Twinkle Lights little perfect gift for baby’s first Christmas; and will be loved by parents as their ones are gently lulled to sleep.

Made from super soft, machine washable plush, the Twinkle Lights and Bedtime Soother can be placed on a flat surface or hung using the hook d loop strap provided. It brings the room alive with colourful lights projecte attention capture to lullabies soothing onto walls or ceilings accompanied by whilst babies slowly drift to sleep.

Already available in a soft grey or white star; don’t miss the launch of the new beautiful new Heart Twinkle Lights Soother – the ideal gift for the brand little love in your life!

Web: www.littlechick.london

Tel: 01278 434440 Web: www.hippychick.com/nattou

Minimum space, maximum portability

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The Oribel PortaPlay Convertible Activity Centre entertains baby with bounces and delightful learning toys. Designed to encourage play, stimulate the senses and support the development objectives of babies aged 5-12 months it features a supportive rotating seat that gives baby 360˚ access to the play features, while integrated elastic bands offer bounce-ability for fun and physical development.

Each interactive clip-on toy has a range of textures, colours and functions geared to developing baby’s motor skills, strengthening baby’s grasp, encouraging curiosity and promoting self-awareness. The PortaPlay converts easily into a play table for toddlers up to five years old, offering extended use and folds flat for convenience.

Tel: 0161 335 2500 Email: sales@kooltrade.co.uk

Entertains your child with

peek-a-boo and song

GIFT GIVING…all wrapped up Enesco Limited, Head Office & Customer Services, Brunthill Road, Kingstown, Carlisle, Cumbria, CA3 0EN. Tel: 01228 404022 email: uksales@enesco.co.uk Overseas Customer Services: Tel: +44 1228 404066 email: eurosales@enesco.co.uk © GUND 2017 © 2017 Enesco Ltd.

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retail TECHNOLOGY

Intelligent speakers and search engines As an avid Science Fiction fan, I often marvel at how modern innovations often mirror, or even surpass, the other-worldly technology showcased in my favourite movies and television shows. ho ever thought when Star Trek was first aired in early 1966 that hand-held communicators, speaking computers and particle weapons would become a reality just a few short decades later.

It’s a real pity we don’t have a world Governance system that promotes Galactic peace or interstellar star ships just yet, but hey… if we can get through all the petty, divisive nonsense that seems to pervade the World at the moment I guess it will happen eventually.

The fact is, technology is pushing forward so fast that if you are tasked with promoting a retail website you really do have to run to keep up.

Which brings me round to the rise of Artificial Intelligence and the increasingly ubiquitous ‘Intelligent Speaker’, something that Star Trek did very well…

W David Fairhurst Head of Creative Online Marketing - Intelligent Retail

Google have stated that 15% of all search queries on its search engine have never been seen before.

This is increasingly a consequence of the flexibility allowed by naturally spoken search via Intelligent Speakers and Virtual Assistants embedded on devices we all use around the home.

Intelligent Speakers Devices like Google Home and Amazon Echo are now being joined by many other third party ‘intelligent speakers’, many of which are tied into the collected knowledge contained in

David Fairhurst Head of eCommerce, Intelligent Retail, www.intelligentretail.co.uk David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London

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search engine databases as well as news services, other smart devices and online retailers.

Intelligent Speakers, just like the virtual assistants embedded into Microsoft, Apple and Google operating systems make use of Natural Language Processing (NLP), the use of which is only possible because of advances in Artificial Intelligence and Neural Network processing over the past decades.

Neural Networking and NLP allow computer systems to learn and respond to us in much the same way a Human does, giving an approximation of intelligence. It’s all very ‘Star Trek’, but what does this have to do with online marketing?

NLP and Search Results Natural Language Processing does introduce particular challenges to those who are promoting websites, in that we are now presented with an ever-increasing range of potential search queries via a spoken interface.

Modern devices with access to distributed AI powered by Neural Networks allow us to express ourselves to our computers and home devices like smart TV’s, games consoles and the relatively new Intelligent Speakers in a way previously only available in the realms of Science Fiction. All of this is only possible because the wonders of our modern, fast Internet connections.

Google have stated that 15% of all search queries on its search engine

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have never been seen before. This is increasingly a consequence of the flexibility allowed by naturally spoken search via Intelligent Speakers and Virtual Assistants embedded on devices we all use around the home.

on producing machines that can do just this perhaps what we really need to do is think creatively ourselves and approach the problem from the point of view of a website user, rather than a website marketer…

The Right Question?

Covering All The Bases

Normally, before any online marketing campaign can take place, baseline targets need to be established.

Questions such as “What keyphrases are we targeting for a particular website?” and “What are the likely returns for those keyphrases for the top positions in search engine results?” normally need to be asked.

These kinds of questions become much more difficult to answer in the world of spoken search and in fact, are we actually asking the right questions anyway?

Perhaps what we really need to ask when structuring a marketing campaign in this new era of spoken search should be “how would anyone possibly describe a search for this product?” This is a much broader question and can’t readily be answered.

Even the normal array of keyphrase research tools available to us become useless when a good portion of the possible phrases used to search for a particular product or service become in effect completely new and have no search history.

Perhaps what we really need is a way of predicting how people interact with machines through spoken language. Whilst clever people all around the Planet are actively working

The World Wide Web as originally proposed as a massive data exchange.

The whole idea was to allow information to be easily shared. It turns out that if we go back to basics then we can get around the problems posed by natural language searches. By ‘go back to basics’ what I mean is providing comprehensive, factually correct and enticing information on each and every product in our online stores.

Doing this in the vast majority of cases allows us to describe any way in which anyone will search for that product. The more text you add and the bigger variety of language you use, the greater chance that you will capture some of the phrases used to search for that particular product.

This doesn’t give you free reign to spam and stuff keywords in every page in your website, but if you keep it front of brain that not everyone thinks alike you should be on the right track.

It doesn’t guard against people who search for a battery by asking Google Home “that thing with the copper coloured top”, but it may just save our marketing efforts from the worst effects of the Intelligent Speaker invasion.

If you want to reach 4402* total average net circulation, then call Christine Contreras on 01442 289930 or email christine@lemapublishing.co.uk *. Circulation figure relates to period from 1st July 2015 to 30th June 2016

The highest audited Nursery B2B magazine.

For more information visit www.abc.org.uk or email info@abc.org.uk

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focus BOTTLES & ACCESSORIES

Bottled up Transitioning from breast to bottle can cause frustration for many first time mothers. Although we know that breast is best, there are times when bottle feeding becomes a necessity for a multitude of reasons. hether the choice of bottle feeding is due to a need to return to work, give mum a break, enable parents to enjoy a well-deserved night out, or just to give fathers the opportunity to ‘bond’ with baby, the bottle, teat, steriliser and breast pump sector is growing at a rapid pace.

However, this also brings a whole host of anxiety for many new parents. Tracey Gilbert (Marketing Manager, Vital Innovations) told us: “All aspects of parenting can bring certain anxieties. When it comes to bottle feeding, some mums feel anxious about not breastfeeding, even though this could be down to a number of reasons and it is now widely recognised that a happily fed baby is best.

“While other mums who are exclusively expressing may worry that the bonding experience isn’t the same when feeding baby expressed breastmilk through a bottle. On the flip side, for those breastfeeding who wish to introduce a bottle, a common concern is the baby developing nipple teat confusion.

“There are several common worries that play a part in mums’ anxieties, however, it is important that every mum and baby do what is best suited to them and their individual family.”

Independent retailer, Victoria Hampson (co-founder, Natural Baby Shower) also recognises the problems that this transition brings – with one aspect being the ‘guilt factor’ that so many new mums feel, especially if it is due to necessity if breastfeeding becomes problematical. “In general mums can feel a lot of guilt if they can’t breastfeed for whatever reason. However, there are many who choose bottle feeding or use it as part of their feeding routine, with either formula, or breast milk.

This is often as a way to also include the father as a bonding experience.” Said Victoria. “When using bottles, there are the concerns over the materials used to make them and chemicals which may be found in them. I hadn’t even heard of BPA’s a few years ago, when my babies were young. However after researching products in depth for my business, I discovered these nasty chemicals and started using and stocking glass feeding bottles and the very few BPA free ones which were on the market at the time.

“Now you would struggle to find anything for sale that isn’t BPA free! This kind of discovery makes parents worry what other chemicals may be hidden in the products they use, which is why they often try to stay as natural as possible. This is also a possible reason why many parents stay away from

W

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microwaving milk, to reduce risks.”

With more now choosing bottle feeding to work alongside breastfeeding, are brands important in this product sector? “This is a very important sector within the nursery industry. Brands known for their high-quality, functional and practical product design are often favoured by parents when shopping for feeding accessories as it is vital for families to have confidence in the chosen brands and manufacturers.” Said Tracey. “From a brand’s point of view, these early years can be vital in building parents’ confidence and trust in a brand.

Starting with a bottle based range which can easily lead into the weaning and feeding stage, such as Vital Baby’s Nurture range and multiaward winning weaning collection.”

Is this therefore a category that will be heavily researched by new parents? “Absolutely, Medela is a leading brand in Lactation Research, providing a global research grant for lactation science and product development.” Said Charlotte Price (Marketing Manager, Medela). “With an International Lactation Symposium each year, Medela is at the forefront of lactation research, helping to develop the field and offer parents award-winning, heavily researched, product design to make parenting life that little bit easier.”

Tracey agrees and feels that companies now also conduct more research to offer the best products possible to assist. “Before Vital Baby launched the Breast Like Feeding Range of bottles and teats, a huge amount of research was undertaken in the form of speaking to mums about what they required in a bottle and teat; regarding shape, texture and usage.

“An extensive amount of time was taken exploring the current trends and product availability on the market to ensure that something new and innovative was launched to make bottle feeding as near and close to breast feeding as possible, easing the transition for little ones.”

What about trends? Are we experiencing anything specific at present when we look at bottles and teats? Tracey feels it’s all about the bottle size.

“Wider neck bottles seem to be more popular, they are easy to clean, extremely comfortable to use and the corresponding wider teats help to mimic breast feeding.”

Are we also noticing changes in products used to express milk? “In today’s busy society, parents and families are keen to make life as simple as possible and tiresome activities, as quick as possible.”

In genera l mum s can “ feel a lot of

gu ilt if th ey can’ t brea st feed fo w ha tever re as on . H owrever, th ere are m any w ho ch oo se bottle feed in g or use it as pa rt of th ei r feed in g rout in e, w it h eit her fo rmul a, or brea st m ilk .

Thi s is often as a w ay to also in clude th e fa th er as a bond in g experi en ce .

Victoria Hampson, Natural Baby Shower

”

Charlotte said. “Double pumping, rather than single pumping, has been proven to produce an average of 18% more breastmilk, saving mums precious time while being just as, if not more efficient. Therefore, demand in double breast pumps such as our Freestyle Breastpump has increased.”

The survey says…

Nursery market specialists FanFinders surveyed over 2,000 consumers via their platform Your Baby Club focusing on breast feeding and bottles. Here’s the results.

Did you breast feed?

Yes, exclusively Combination No Total

101 1022 966 2998

Were you brand focused when choosing bottles?

Yes No

1278 722

What types of steriliser did you use?

Steam Microwavable Cold water

1323 514 163

Rep l i c a tes n fee d in g exp a tu r a l eri en c e

Steam clean

Vital Baby’s Nurture Microwave Steam Steriliser is a must-have for all new parents. The lightweight and compact steriliser can deliver quickly and efficiently and is a fantastic buy as it comes with a 150ml and 240ml bottle along with teat tongs.

Simply pop the steriliser in the microwave to sanitise four bottles, teats and lids all in four minutes! Parents will be pleased to know that this product is also BPA-free and is super easy to clean! This steriliser makes disinfecting feeding equipment straight-forward and fast.

Compatible with other brands of baby bottles and breast pumps.

Tel: 01707 262 200 Web: www.vitalbaby.co.uk

The right angle Chicco’s NaturalFeeling range has a unique truly angled teat, developed with the help of Chicco’s research centre, Osservatorio. The teat has been designed to replicate a natural feeding experience from the mother’s breast.

The truly angled teat enables baby to find their natural feeding position, ensuring their neck is comfortable and the soft and wide base has flexors to simulate the elasticity found in their mother’s breast, allowing easy transition between breast and bottle.

In addition, the wide belly of the teat stays full of milk and the dual anti-colic valve also reduces the risk of swallowing air, both of which work together to help prevent colic and keep baby calm during feeds.

The range includes 150ml and 250ml bottles and are available as single packs or packs of three. In addition to the bottles there are also five age specific variable teats available to buy separately.

Web: www.chicco.co.uk

The Milton method

Milton has been a leading name in sterilising for over 70 years. During that time the ‘Milton Method’ of cold water sterilisation has been used by millions of parents, and in homes and hospitals throughout the UK and beyond. Milton has more recently launched into microwave steam sterilisation.

Milton’s innovative and award winning range includes a number of must-have products ideal for parents.

Web: www.milton-tm.com

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focus BOTTLES & ACCESSORIES

Keeping calm Medela’s innovative Calma feeding device has been designed to make switching between breast and bottle, and back again as easy as possible.

Babies can maintain their natural sucking behaviour learned at the breast, creating a vacuum to enable milk flow, just like at the breast. Ideal for giving mums a well deserved night off and enabling dads/partners to take part in feeding baby.

Tel: 0161 776 0400 Web: www.medela.co.uk

or f s l a i t n e s s Feeding e d rent as possible yon e b d n a and pa by d babylp mhakeotheotransition to solid foods as stress-free for ba ith five versatile enience, w Babymoov he akes cooking conv er products. ev or cl ri pe of e ation system m su ng es ra ili with a nd food prepar e. + offers fam ou by l-r al ba s ri hi ut T N lif unit.

The NEW modern family ek and stylish ed into one sle to the needs of ts such as: g uc tin od ap pr g ad , in es features pack ed or fe ch ry n ta he en tc ki em pl daily alongside com ving freshness light work of + can be used ing and preser or st – on P) R R The Nutribaby 8.99 avel compani owls (£4.50-£ P) - an ideal tr R R 9 cm .9 20 NEW Baby B 34 st (£ ju s away to o Booster Seat 9 RRP) - fold NEW Up&G er Seat (£44.9 st oo B ct pa NEW Com 2995 Tel: 01823 77 v.com ill@babymoo sk in sw l: ai Em

Going G i solo l The Milton Solo Travel Steriliser is a 2-in-1 microwave or cold water steriliser, ideal for sterilising when travelling or away from home. It cleans and sterilises bottles, teethers, plastic toys, breastfeeding equipment and other small baby equipment from two minutes in the microwave and in 15 minutes for cold water.

A portable, lightweight, practical way to sterilise whether at home, a day trip out, overnight stay or away on holiday! Its unique ‘lay flat’ design fits in most microwaves.

The patented vent technology means the Solo retains more heat for better sterilisation, automatically releasing excess steam gently and safely.

Web: www.milton-tm.com

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Being boppy

An ideal solution for breastfeeding, Boppy Feeding Pillow includes internal padding that provides support for the baby, while the exclusive insert allows Boppy Pillow to adapt to the shape of every mum without losing its original shape or being too tight.

After feeding, Boppy continues to play a crucial role in supporting a babyâ&#x20AC;&#x2122;s development as the pillow becomes a cosy nest which allows babies from two months to relax with their head slightly raised, assisting digestion and avoiding regurgitation.

From six months Boppy Pillow helps encourage movement training by providing a comfortable cushion that facilitates the development of motor experimentation and coordination.

Finally, from nine months, the pillow helps support the baby to maintain their balance, training them to gradually remain seated on their own. Boppy Pillow is available in five designs including Stamp Collector, Woodsie, Honey Bear, Wild Flowers and Tree of Life, the Silverleaf slip cover is also available.

Web: www.chicco.co.uk

For every little tum tums weaning range is perfect

TumTum ! The ning on the go for baby le wea ching un m r perfect fo Peepo Pots are p sli nno a ve ey ha on the move, th are d ak-proof lid an base, push fit le . dishwasher safe ed all oons can be us Sp sie Swap d een the small an day, swap betw ray of ar an ends to eat medium sized is delicious treats! is ranges crown The jewel in th er up â&#x20AC;&#x201C; its clev the Tippy Up C chnology means te aw str weighted gle ink from any an little ones can dr s ay w al the straw as the bottom of finds the drink.

4440 Tel: 01278 43 mtum ychick.com/tu pp hi w.

Web: ww

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focus BOTTLES & ACCESSORIES

S ta in res i stant

Make less mess Make eating out and about with baby or toddler less messy and more fun with the EasyMat Mini, endorsed by baby led weaning experts!

Holding suction in the middle and corners, this happy face plate and placemat in one sticks firmly to any high chair tray or flat surface, and is ideal for travel feeding, restaurants and picnics.

With foldable sides and a carry case (included), the compact EasyMat Mini, which is made from FDA-approved silicone, easily pops into your travel bag and is hand or dishwasher safe. The protective lid makes it suitable for fridge or freezer storage.

Tel: 01744 334547 Email: Sales@statusproducts.net Web: www.easytots.com

Make My Day Make My Day’s fun, colourful and multipurpose bibs not only feature super cool designs including a smart ‘Tuxedo’ for those special occasions, a sheriff and a super cool penguin, but are also extremely functional on the go with built-in crumb catchers for those messy spills!

Made from soft, 100% BPA free silicone, Make My Day bibs are stain resistant and dishwasher safe, ideal for parents on the move at mealtimes!

Tel: 01730 895761 Web: www.cheekyrascals.co.uk

Unbelievabowl!

Vital Baby’s unique Unbelievabowl has been created to stick to your baby’s highchair or tabletop with ultimate, super suction power- helping to prevent messy mealtimes!

Designed for ultimate convenience, the Unbelievabowl Travel Suction Bowls set comes with a spare interchangeable bowl - structured to work in harmony with the Unbelievable suction pad - and a lid and feeding spoon for mealtimes out and about!

Tel: 01707 262 200 Web: www.vitalbaby.co.uk

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nursery today

Sponsored by

new!

Beautiful and bespoke Mixing it up

As the latest additions to the ABC Design UK range, the Mint and Pepper pushchairs both feature the same German engineered quality that we have come to expect and are suitable from birth as standard.

The Pepperâ&#x20AC;&#x2122;s three level, adjustable suspension ensures ultimate comfort on all terrains while its reversible seat unit and height adjustable handle make life easier for parents.

The Mint is ideal for the busy traveller where space is crucial. Its one handed fold and unfold make it perfect for public transport or quickly folding for storage. Both are compatible with the ABC Design group 0+ infant car seat and with alternative car seat adaptors can accommodate Maxi Cosi, Kiddy and Cybex car seats also.

Tel: 01652 641491 Web: www.obaby.co.uk/abcdesign

Th i b a b y rcteen es sent ia l ar in onee p ro duc ts b ox

Breastfeeding mothers are set to be treated to a new collection of beautiful, bespoke occasion-wear, launched by mum-of-two and first-time entrepreneur Julia Rose Brownlee.

RICIA will feature a range of timeless dresses and tops for breastfeeding mums, helping them feel comfortable and stylish feeding their babies wherever they choose. The collection has been handmade in London using the finest fabrics, with beautiful, classic designs that will become wardrobe staples for years to come, as well as giving new mums a much-needed confidence boost.

Tel: 07968 289 824 or 01296630483 Email: juliarose@riciaclothing.com Web: www.riciaclothing.com

Intelligent design

ce of mind Givingo pea Box contains 13 carefully selected essential

The PoorlyBo baby care products, to treat symptoms of common baby illnesses, giving peace of mind and reassurance to all parents.

Put together in a travel size medicine box that you can keep at home or travel with you.

The PoorlyBoo Box is perfect for all new mums and expecting mums and makes the perfect baby shower gift.

Syringe Whatâ&#x20AC;&#x2122;s in the box: Olbas Oil Vapour Rub Paracetamol Teething Gel Ibuprofen Teething Granules Saline Solution Digital Thermometer Nasal Aspiration Sudocrem Infacol Matanium

Until now, common disincentives to baby proofing have been ease of fitting products, their reliability and aesthetics. So, Cheeky Rascals have developed Fred; a range of home safety products, uncompromising on safety, now in stock.

Fred has researched clever materials (such as glues that stick firmly in place and strong durable plastics) and combined them with intelligent design that is both effective and attractive.

Installation tools make it possible to accurately fit internal cupboard and drawer catches in seconds.

Tel: 01730 895761 Email: info@cheekyrascals.co.uk Web: www.fredsafety.co.uk

Web: www.poorlyboo.com

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

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Sponsored by

new!

Find the foam

Milton, the leading expert in sterilising, recently launched its new Milton Washing Up Liquid, designed to ensure thorough cleaning of babies feeding equipment before sterilising. Perfect for cleaning babies’ bottles, teats, teethers, toys, breast pump components, breastfeeding accessories and family dishes.

The foam is also easy to rinse off and free from fragrance, colouring and parabens.

All babies’ feeding equipment must be pre-cleaned to be sterilised effectively, milk often creates a white film on feeding equipment, which can be difficult to remove, and if left on bottles can create a dangerous breeding ground for bacteria to grow.

The liquid is dermatologically tested and formulated for sensitive skin, delivering optimum skin comfort even after washing up baby feeding accessories multiple times.

Gorgeous new nest for Little s Chick ch of Little

Web: www.milton-tm.com

The laun Chick London’s latest innovation is guaranteed enience to busy new to bring comfort to new babies and conv parents. age Comfort Nest is a fantastic With a patent pending, the new 2-St s little rvised playtime and naptime. It keep supe multifunctional product suitable for le, thab brea soft r supe a fortable nest with ones safely contained in their own com ees. degr 30 at able wash fully is h cover, whic anti-bacterial and anti-fungal bamboo for crib s to pop new-borns into their Rather than running up and down stair in the using the Comfort Nest for sleeping by close baby regular naps, mums can keep the for r olde little a is baby n position whe flat position. It can also be used in this either s when mums want to prop baby up, time e thos For play. time my tum t importan ral integ an with plete for anti–reflux, it comes com for better eye to eye engagement or wedge. nest it can be used as baby grows out of the Uniquely the wedge is removable so ly simp ux refl with r body support or to help - for playtime for babies who have uppe . sleep ’s upper body during slip under the cot sheet to raise baby great r way to allow it to fold into a neat bag, cleve a in d ture ufac man is Finally, it uct prod pact for retailers who want a more com for mums for storage and travel, and for shipping and display Email: hello@littlechick.london Web: www.littlechick.london

What a record

tiddlers & nippers are a British designer of unique baby and toddler daily tracking journals. A cleverly designed range of four luxury trackers for recording baby's daily feeds, sleeps and changes, as well as logging important milestones and achievements.

Beautifully crafted family keepsakes, available in multiple stylish cover designs… a great gift for new / expectant mums and dads, or parents who love stationery. tiddlers & nippers - Never Miss A Moment!

Tel: 07718 650686 Email: hello@tiddlersandnippers.com

Brand new SnüzPouch by Snüz

Available from August 1st, Snüz, the innovative sleep brand behind the SnüzPod Bedside crib, is proud to launch the SnüzPouch.

The all new collection of clever sleeping bags have modern designs and unique features to make sleep easier.

All SnüzPouch sleeping bags are made with super soft OEKO-TEX 100 certified cotton, ensuring ultimate comfort.

Like all products from the Snüz brand, the SnüzPouch is immensely stylish having been created in grey marl with bright colour pop details for the zip and poppers. Useful features include the unique and handy Nappy Change zip on the front, making nappy changes during the night easier and quicker for parents and with less disturbance for baby. The SnüzPouch has been fully safety tested and conforms to BS 8510:2009.

Email: team@greensheepgroup.com

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nursery today

new!

Sponsored by

Lightweight protection

chick are Just in time for a typical Great British Summer, Hippy jackets. rain ins Bumk launching a new collection of lightweight rain these , fabric proof water ure Made from Bumkins signat s! design t vibran and t brigh of y variet a in ble jackets are availa up folded be easily Lightweight and packable these jackets can ack or car making them perfect to keep stashed in a bag, backp s is just jacket these for price Trade rs. showe for any unexpected t! sell-ou er summ a be to set are they ; ÂŁ8.50 Tel: 01278 43440 Web: www.hippychick.com

Gracefully inspired

The latest addition to the Obaby furniture range, the Grace Inspire, features unique illustrations to add that special finishing touch to any nursery.

Available as a cot bed or as a room set with coordinating changing unit, changing mat and wardrobe, the Grace Inspire range is the perfect combination of modern styling and classic design.

Tel: 01652 641491 Web: www.obaby.co.uk

y ate ntpnewla from Red Kite.

Ultim

by Go Round Playcentre Ba llia bri the le ilab walker that

Now ava s is a 4 in 1 ultimate playcentre as thi This new entertainer is the be changed to a can bar toy r tic base. The rea converts to a rocker or sta e baby is starting to allows for extended use onc push along handle which degrees to allow 360 g. The seat fully rotates gain confidence in walkin ctronic toys that ele of n ctio h the amazing sele baby to enjoy and play wit y fun. Some toys can for lots of stimulating pla features lights and sounds additional play time. be used independently for popular Red brand new addition to the the Also now available, Pink Eleflump model. walker range is the cute Kite Baby Go Round Jive obvious new walker for Lilac and white this is the Fashioned in soft pinks.

Featuring an electronic . starting to move around are o wh ls gir le litt se tho back support and a stop music, padded seat with play tray with lights and always the great value to fold for storage and as and go safety base. Easy e. you expect from Red Kit Tel: 01454 326555 y.co.uk Web: www.redkitebab

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

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BPA notice board Another successful networking event

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

www.thebpa.eu

The Baby Products Association’s Annual General Meeting took place at the end of June in central London and attracted a good turn out of members.

Prior to the event, nominations were received for new representatives to join the association’s executive and technical committees and the results of members’ voting was announced. Full details can be seen on the website at www.thebpa.eu Once again, the association took advantage of this occasion to provide members with two very informative presentations; by Sara Ludlam, intellectual property solicitor for 3Volution Ltd, and Anthony Williams from market research company GfK. Sara explained the ins and outs of patents, copyright, trademarks and registered designs and explained how minor errors in applying for these can cause major headaches in the future. For example, she described the case for children’s suitcase brand Trunki and how an interpretation of its registered design by design lawyers

caused its copyright infringement claim to be overruled.

Importantly she told members how they can avoid similar complications in the future.

GfK has been providing important market information to the nursery industry for many years and the company gave association member’s a valuable insight into consumer buying habits and how they can engage and gain loyalty for their brand.

Anthony Williams explained how the number of touch points between brands and consumers is increasing at an unprecedented rate. Consumers are seeking richer retail experiences rather than simply acquiring new products and there is intense competition for their loyalty.

The day concluded with networking and drinks, and with the association’s team on hand as well as representatives from the nursery trade press, gave members the opportunity to ask questions and explore future marketing possibilities.

Looking forward to Kind und Jugend The Baby Products Association’s UK Pavilion at Kind und Jugend continues to go from strength to strength and this year will have a record number of over 70 participants.

Adrian Sneyd, UK Pavilion organiser, explains: “This year will be a bit of a blank canvas as the UK Pavilion is moving into new halls so the layout, although similar in design, will be different to previous years.

Every year, we think that we have reached capacity, but we have been pleasantly surprised by demand to participate in 2017 and have had to secure additional space to accommodate everyone. It appears that word has spread that UK Pavilion – particularly with its prominent branding and active pre-show marketing – attracts impressive visitor footfall and more and more companies are asking to relocate their positions to join the Baby Products Association’s group.”

Major benefits of the UK Pavilion include its own dedicated UK Pavilion Directory which is printed and distributed in nursery trade press prior to the show and also distributed throughout the event; a central coffee and networking area for exhibitors in the UK Pavilion to use for meetings and networking; and the networking and drinks reception which takes place on the first day of the show. This year, the association is delighted to announce two The Baby Products Association has major industry sponsors of the latter – received confirmation from the Department of International Trade logistics company Allport Cargo Services (DIT) that there are a small number of grants of £2,000 available and Nursery Today magazine which for companies wishing to exhibit at ABC Kids Expo, which take celebrates its 20th anniversary. With the s place at the Las Vegas Convention Centre from 17th to 19th support of these companies, this event will October 2017. The association will not be hosting a UK without doubt be an occasion to remember!

Pavilion at the show this year, but will continue to allocate funding Kind und Jugend takes place in for those wishing to participate.

Cologne, Germany from 14th to 17th Details about funding and application September 2017 and the UK Pavilion will forms are available on the website at www.thebpa.eu be located in Hall 4.1.

Funding available for ABC Kids Expo – Las Vegas

Shaping standards for the future The Baby Products Association’s committee is currently working on international standardisation for wheeled goods playing a full and active role in decisions affecting these products on a worldwide scale.

Robert Anslow, managing director, comments: “As a member of the European Nursery Products Confederation (ENPC), the Baby Products

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nursery today

Association is one of the leading voices in Europe on shaping and developing standards for baby products on an International basis. This is a long and on-going process, but we will keep the industry informed of future developments.”

Buyersdirectory Baby Shoes

Textiles

Ambassador Textiles are a major supplier to the Nursery manufacturing industry, we stock an extensive range of top quality Baby Care fabrics in popular pastel colours:• Soft & Cuddly – Velboa, Dimple, Stars and Coral Fleece Circles • Cotton Waffle & Cotton Interlock • Moisture Absorbing – Bamboo Towelling & Woven Towelling • Lightweight & Pretty – Dobby Spot Polycotton & Brodierie Anglaise • Warm & versatile – Anti Pil Fleece

Coordinated Bedding

Our Anti Pil fleece range has over 50 colours and 20 prints which can be made to order into Fleece Blankets in Cot, Pram and Picnic Blanket size (minimums apply) Visit our website to view the full range at www.ambassador-textiles.co.uk Or contact our experienced helpful team on 0161 624 4167 info@ambassador-textiles.co.uk

Distributor

01473 228862 www.ardega.co.uk sales@ardega.co.uk

Innovative Nursery Products • Baby Monitors • Feeding Accessories • Home Safety • Sleep Products • Travel Accessories • Bedding

UK Distributor and Wholesaler ■ Huge selection of products ■ Exclusive European Brands ■ Small and new businesses always welcome

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■ Very helpful and friendly team ■ Online ordering 24/7 Register now for hassle-free online account or contact us to request more details

www.supremebaby.co.uk sales@supremebabyproducts.co.uk 01202576685

Wholesale

*Buyers Guide April 2017.indd 2

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