Nursery Today July 2019

coming soon

JULY 2019 ISSUE 10 VOLUME 22

light as a feather & super compact F E AT H E R L I T E T R A V E L C OT

www.littlelife.com/featherlite

NEW

The Classic Pram and Pushchair.

Reinvented.

The Which? Best Buy pram and pushchair just got even better.

Giggle 3 and Giggle Quad bring gold-winning features, enhanced performance, smooth handling and premium detailing. In nippy 3 wheel or supreme 4 wheel versions.

Order now. Ring 01204 863 178.

Fika Forest

Charcoal Mister Fox

Hare Wood

Into the Wild

Spot the Birdie

contents the team

Re g ula r s 6

Editor Penny Franks penny@lemapublishing.co.uk

14 16

News

Retailer Profile Talking Shop

JULY 2019 ISSUE 10 VOLUME 22

Contributors 8

45 46

Association

26

Barking Mad This issue Pramland’s John Barker focusses on the relationship between retailers and suppliers.

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Rainbow Designs Anthony Temple looks at important trends in the nursery sector

New Products ts The Baby Produc

36

Parents Insights This issue Jenny Kieras asks if you are prepared for the demands of on-the-go parents?

Production Director Paul Naish paul@lemapublishing.co.uk

38

Ross Hewitt This issue Ross Hewitt takes a look at the use of the internet and how this business battlefield has shifted over the years

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Cover Story

Chairman

12

LittleLife For over 15 years, LittleLife has been giving parents and children the freedom to experience and enjoy travelling and being active with its wide range of outdoor gear. Nursery Today takes a closer look

p18

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

Features

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

18

Bedside Cribs

30

Bottles & Sterilisers

40

Backpacks

www.nursery-today.co.uk

p40 p30

1 I s

ž

Ê 1 s

­

ɗ 1 Iž1 ž ³ ­ U s ž ³ G

s ³ {G G ) 0$'(

520

675

6$)( 21*

:22

'

7 + ( 6 7 < / ( 3 5 2 ' 8 & 7 6 & 2 0 3$ 1 < /7 ' /21'21 1: 8+ LQIR#VW\OHSURGXFWV FRP 3KRQH )RU WUDGH LQTXLULHV FRQWDFW GDYLG#VW\OHSURGXFWV FRP

([FOXVLYHO\ PDGH E\

editor’s letter www.nursery-today.co.uk Instagram: nurserytoday LinkedIn: Nursery Today elcome to the July issue! We have so much news, it’s difficult to know where to start.

As many of you are aware, Nursery Today has worked with Parents Insights on a regular basis since this dynamic company first entered the Nursery Industry, with Jenny Kieras bringing our readers a regular monthly article giving insights into the way the nursery sector is currently behaving, spending habits and also, quite importantly, how today’s parents are using various media platforms, apps and television channels as influencers in many of their decisions.

W

Information hungry? Give Christine Contreras a call to talk about our fantastic collaboration with Parents Insights.

Now for the good news - we have taken this relationship one step further and if you are (like your customers) information hungry, we have secured a fantastic package with Parents Insights enabling Nursery Today readers and advertisers an affordable option (compared with other data analytic companies in this field), to gain access to their amazing services. Remember, this company is paving the way as to how data is provided - you can access ‘real time’ information via their online portal and receive 16 key nursery related reports across the year!

We went to their offices and I have to say, having seen their systems in operation, the type of information you can derive, and also how you can tailor this to your own specifications, I for one was totally impressed!

The information that they can provide is not only relevant to brand names, it is also targeted towards retailers to give everyone in our industry quality ‘insights’ and true data as it happens! Now don’t quote me on this, but I’m pretty confident this is a totally new approach by any data information company.

Why not give Nursery Today’s Christine Contreras a call on 01442 289936 or email her on christine@lemapublishing.co.uk to find out more. I’m confident you won’t be disappointed.

Other news, which may appear small, but actually in my mind is quite significant, is that this month

The rise of the Bedside Crib - turn to page 18 to find out more.

we will see an online auction conducted by Walker Singleton on a whole array of Kiddy products. This brand, as we know, has consumer awareness, is highly considered as a purchase and is also an award winning brand name. Take a look at the news item on page 8 of this issue to find out more.

Many of us are now in full swing preparing for Kind + Jugend. As we work very closely with this international show, and value our relationship with them, being also judges on their Innovation Award panel which is also due to us being the only UK member of the BCMI (Baby Care Magazines International), this year again we had the pleasure to roll out 100 VIP Season tickets via voucher codes to the first 100 to make contact with me - huge congratulations to all those who secured these and we look forward to seeing you all there!

Remember also, if you are thinking about exhibiting and are a member of The Baby Products Association, they are giving everyone a last ‘shout out’ to be part of the UK Pavilion - a destination for many exhibitors to the show. It may be wise to contact Adrian Sneyd, the UK Pavilion organiser, to chat through exhibiting options that may still be available. “The UK Pavilion is a preferable location to exhibit at the show, particularly for smaller companies which benefit from the additional support and assistance offered by the Baby Products Association,” comments Adrian. “This includes help with logistics; a team on hand prior, during and after the event to help with any issues or problems that might arise; free pre-show marketing; a meeting area and networking event and very prominent UK branding, making the UK Pavilion a desirable destination for buyers. Companies wishing to jump on board and take advantage of the outstanding export opportunities that Kind + Jugend and the UK Pavilion have to offer should get in touch

If you are (like your customers) information hungry, we have secured a fantastic package with Parents Insights. as soon as possible as we only have a few spaces left.”

Adrian can be contacted on: 01902 880906 or email: adrian@nurseryfair.com You will have noticed that our front cover hero this month is LittleLife, who for over 15 years, has been giving parents and children the freedom to experience and enjoy travelling and being active with its wide range of outdoor gear. This month the spotlight is firmly on their latest travel cot the Featherlite, which they state is lighter and more compact than other travel cots on the market. You can read all about it by turning to page 12.

Finally, we also highlight a number of product categories within this issue, being Bedside Cribs (page 18), Bottles and Sterilisers (page 30) and Backpacks (page 40).

Happy reading everyone.

nursery today

5

news BabyHub shortlisted BabyHub SleepSpace travel cot has been shortlisted in the Junior Design Awards. BabyHub SleepSpace (mark 2) has now been on sale with major retailers and independents for more than one year and is still receiving rave reviews and winning awards. It’s the only travel cot to come with a mosquito net and a tepee cover, meaning it can be used as a travel cot, playpen, mosquito free space and reused as a play tepee.

Email: catherine@babyhubshop.com

Best Buy for MaxiCosi Maxi-Cosi is proud to announce that its newest arrival, the innovative ECE R129 Jade car cot for newborns, is a Which? Best Buy. Praising the car cot for ease of use, comfort, its lie-flat position and excellent crash test results, the Maxi-Cosi Jade has been described by Which? as an ‘excellent Best Buy carrycot car seat’.

Scoring a brilliant 5-star safety rating and setting the highest safety standards, Which? said that ‘The crash test results are excellent, indicating a very low injury risk in a front crash and a very low injury risk in a side crash’. Creating products that are safe and easy to use as standard is Maxi-Cosi’s mission and the Jade is a shining example of this. For the brand, it’s what’s inside that counts and Which? were impressed with the head, neck and side impact protection from Maxi-Cosi’s honeycomb technology along with the high quality of the seat.

Marketing Manager of Maxi-Cosi, UK and Ireland, Debbie Wakefield said: “At Maxi-Cosi, we believe in every product that we bring to market. Each of our car seats are tested to the highest standards and we know from our long-term working relationship with Which? that they test to the same specifications. For us, the Maxi-Cosi Jade is a huge innovation and milestone in our product line. We pride ourselves on leading the way when it comes to safety and for this to be recognised by Which? in a new concept such as our car cot proves that we’re staying true to our values. We want to shout about this from the rooftops!”

B b moov sett tto run Baby to victory

Raising money for SANDS Charity (Stillbirth and Neonatal Death Charity) during SANDS awareness month in June, the Babymoov UK team ran to a team victory with their killer moovs on the obstacle course of the Urban Tough Mudder!

A donation, however small, via their JustGiving page is so greatly appreciated and worthy of the fantastic research and support they offer at SANDS Charity.

Please visit www.justgiving.com/fundraising/babymoov to make a donation.

Celebrate with Kids Kargo Kids Kargo have enjoyed 22 successful years in the Nursery Industry selling their brand of pushchairs, travel systems, car seats and accessories.

The team at Kids Kargo have been involved in lots of changes and trends over the years. Selling award winning products, they are constantly adding extra benefits to their designs to continue keeping babies safe and snug, whilst also keeping parents happy. Employing skilled and talented members on their team, they stay ahead of fast moving designs and technology.

They are super excited about introducing three new products to their range during 2019.

Specialising in affordable double pushchairs, and single to double travel systems, they supply large retailers and independent stockists throughout the UK and Europe.

To celebrate 22 successful years, Kids Kargo will be launching two very exciting compact travel systems, along with their new isofix car seats.

Supporting the already popular Tan collection, they have also introduced Vintage Silver and Midnight Black.

Web: www.kidskargo.com

6

nursery today

Travel with Milton Get ready for travelling this summer with Milton, the UK’s number one sterilising and hygiene expert, with their range that is perfect for parents ‘on the go’.

Banish sticky fingers with Milton Antibacterial Hand Gel. The new plant-based formula kills 99.9% of germs in seconds, non-sticky and dries quickly.

New and improved Milton Antibacterial Surface Wipes with ‘no rinse’ and food safe formula means parents can use them to wipe clean soothers, teats, teething rings, plates and cutlery without worrying about the need to rinse afterwards.

Sterilising bottles while travelling or away from home is easy with the Milton Travel Solo Steriliser. The 2-in-1 microwave or cold water steriliser. sterilises bottles, teethers, plastic toys, breastfeeding equipment and other small baby equipment from two minutes in the microwave and in 15 minutes with cold water.

The multi-award winning Milton Mini Soother Steriliser is perfect for sterilising soothers on-the-go. It’s small, portable size features an attachment strap for easy carrying.

Web: www.milton-tm.com

Colourful display

Rainbow Designs,The Home of Classic Characters, has been promoting the momentous anniversaries of two much loved children’s book characters this summer by encouraging retailers to get involved in their window display competitions.

Rainbow Designs launched two separate competitions encouraging retailers to design window or interior displays for Eric Carle’s The Very Hungry Caterpillar, who celebrates its 50th Birthday this year, and David’s McKee’s patchwork elephant, Elmer

who is 30 years old.

Anthony Temple, Managing Director of Rainbow Designs, was overwhelmed by the love and support for these characters and the effort that retailers had gone to in taking part. “There were some truly magnificent and colourful window displays lining the high street during the month of May. All the entries were highly creative and showed some well dressed displays, it was an extremely close run race on both competitions,” said Anthony.

The winners of The Very Hungry Caterpillar display were Celebrations of Stourbridge, who created a visual spectacular for all to see.

The Elmer display was won by Giddy Goat Toys in Manchester with their colourful Elmer extravaganza.

Rainbow Designs will reward both retailers with free stock as the prize for their time and effort in creating the beautiful displays.

Web: www.rainbowdesigns.co.uk

Trybike wins again!

Hippychick are super proud to announce the Trybike 2-in-1 Vintage Green Balance Bike won the Pre-School category at the 2019 Outdoor Toy Awards!

Over 50 “Toyminators” aged 5 – 14 put the Trybike through its paces at a dedicated event where the bike was thoroughly tested in an outdoor space by 50 children!

The Trybike is the first 2-in-1 balance bike made of steel! The bike can be converted from a tricycle into a bicycle with a few simple steps. The perfect all-in-1 bike to help children transition from crawling, to walking, to balancing, to riding. It’s no wonder it stood out during judging!

Web: www.hippychick.com/trybike

Power assist with e-PRIAM Cybex, the global company renowned for its luxurious car seats, baby carriers, and pushchairs has introduced a revolutionary e-stroller aimed at making parental life even more enjoyable and effortless at a star studded event in London.

Celebrities spotted at the event, who were wowed by the innovative smart stroller included former international football legend David Ginola with his partner Maeva Denat, Love Island couple Jess Shears and Dom Lever, singer/song writer Katie Waissel, British television presenter Nicki Shields and also from the 2017 Love Island series, Tyla Carr.

The e-PRIAM stroller combines smart features allowing parents to travel more, carry more, and fit more into their busy schedules.

The e-PRIAM features sensors in the handlebar to monitor pushing and pulling pressure while a smart algorithm guides motors integrated in the frame to add support when required giving parents a helping hand when they need it most.

Web: www.cybex-online.com

nursery today

7

news Ready for auction Driven by trends Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, looks at important trends in the nursery sector following a successful consumer event, The Baby Show. wice a year our team gets to spend quality time meeting our ultimate customers; the mums, dads, babies and parents-to-be at the Baby Show. The qualitive and quantitative research that takes place during these events is extremely valuable and allows us to witness first hand both the reactions and love for our brands and products. This knowledge is extremely important and when creating our collections, we aim to incorporate not only current trends but also the needs and wants of the customer.

Recently, John Lewis released a research document on ‘Nursery Trends in 2019’ reporting on some of the interesting findings across their nursery departments. The insightful report quoted that grey is now their best seller across all their nursery products and in proof, our new Miffy Baby collection in tones of grey, that launched in John Lewis last autumn has proved a great success.

Millennial parents are really driving the trends now with their sense of style and interest in interiors. Neutral colours are proving extremely popular in the nursery setting at this present time and many of our ranges really embrace the ‘new neutrals’ interiors trend. Our Guess How Much I Love You range of nursery toys and essentials is thriving, not only because of the sentiment and attachment to the well known classic storybook but because of the natural colour palette that make this range suitable for all.

The John Lewis report also showed that parents are looking for sustainable toys with the sale of wooden toys up by 15%. The love for wooden toys was also clearly evident at the Baby Show with plenty of interest in our Peter Rabbit and The Very Hungry Caterpillar Wooden Block sets.

As I mentioned in an earlier column, consumer awareness of available products and retail trends is extremely valuable and lucrative for independent retailers and should help to form part of a long-term customer retention strategy.

Walker Singleton have been instructed by the Administrator of Kiddy Products UK Ltd to undertake an online auction sale of the company’s branded stock with a closing date of the 18th July.

The auction sale will be held online and will be lotted for trade buyers, appealing to the widest number of purchasers.

Sam Clark, Stock Analyst at Walker Singleton, “We have been tasked with selling a range that has received numerous awards, having a good reputation among resellers, and customers.”

Dave Clark of Clark Business Recovery, “Unfortunately, due to the current economic climate and the issues seen across the retail landscape the company have fallen into the current situation.”

For further information contact Sam Clark on 0113 848 0101 or email: sam.clark@walkerssingleton.co.uk g

T

Mothercare downsizes boardroom Mothercare has reduced the size of its board of directors in a bid to overturn its financial losses.

Mark Newton-Jones, the retailers Chief Executive, said the company has added more restructuring experts and the board now has directors who are more hands-on with the company’s restructuring with the boardroom reshuffle expecting to halve its cost next year.

Newton-Jones spoke on Mothercare’s boardroom restructure at a conference this week. “We had a board that was of a scale appropriate for a much larger company,” he said at a Times CEO Summit panel. “We now have a board that is very operational and is contributing beyond governance.”

Mothercare posted its financial results for the year ended 30 March last month and acclaimed its progress following a CVA. However, the company’s losses widened by almost 20 per cent to £87.3 million, while group revenues fell 7.9 per cent to £1.07 billion for the year.

SnoozeShade is The One (Show)!

There was great excitement at SnoozeShade HQ as its Founder, Cara Sayer, was interviewed on the BBC’s hit programme, The One Show, about Aldi’s copycat product.

This prime-time appearance was certainly the icing on the cake, ending a month of incredible exposure. Features included Channel 5 News and ITV News, as well as securing spots in The Independent, The Sun, BBC, The Daily Mail and many more.

Web: www.snoozeshade.com

8

nursery today

advertorial MAXI-COSI

10

nursery today

nursery today

11

cover story LittleLife

Featherlite with LittleLife For over 15 years, LittleLife has been giving parents and children the freedom to experience and enjoy travelling and being active with its wide range of outdoor gear. ittleLife is inspired by the idea that having a young family doesn’t mean putting a stop to adventures. The family-travel expert’s 2020 collection is testament to this and sees the brand introduce several new products and improve many of its iconic products.

Richard White, product and marketing director at LittleLife, explains: “Innovation is at the heart of everything we do. We are constantly updating and adding to our product ranges. This has come from first-hand experience of what really works for young families who lead an outdoor lifestyle and want to travel.

“The ethos of our business is never to compromise on any product and we ensure all our new products are developed with the end user in mind at all times. This commitment runs throughout the family of Lifemarque brands, which brings adventure to life through products for the outdoor, travel, and nursery industries. From LittleLife, we have the original toddler backpacks with detachable safety rein as well as the UK’s bestselling child carriers, both rigorously tested to ensure they are the best and safest available. From Lifesystems, the travel health and survival brand, we are introducing a unique insect repellent that will give higher levels of protection than any repellent currently available.

Like our award winning First Aid Kits, these repellents will be made in the UK to ensure quality is maintained.

Meanwhile, our Lifeventure brand, which specialises in adventure travel gear, is making advances in RFID blocking materials for wallets and other accessories.

“For LittleLife, we are committed to ensuring that every product is reliable, practical and safe for parents and little ones, meaning that travel and the outdoors have never been more accessible for families.

“LittleLife’s new Featherlite travel cot is no exception. A full-size travel cot which packs down to half the size of a standard one, the Featherlite travel cot is lighter, easier and more compact than other travel cots on the market. True to the LittleLife range, it is fully tested giving it that allimportant seal of approval.”

The past twelve months have also seen LittleLife’s accessory business grow from strength to strength due to new listings and expansion of the product range. Buggy and car accessories like mirrors, sleep shades and car seat organisers are in high demand. We’ve seen record sales of car mirrors and our universal ipad holder, as well as our innovative buggy cooling pad that keeps little ones comfortable through the summer months. In the next few months and into 2020, we’re hoping preschool retailers will be excited by our new launches that include parasols and buggy raincovers.

L

12

nursery today

Nursery Today asked LittleLife a few questions about the Featherlite travel cot: What will people’s first impressions of the LittleLife Featherlite travel cot be?

It is noticeably lightweight – just 3kg. That’s less than a large bottle of milk. The Featherlite takes compact and lightweight to another level. As well as being light it is small enough to fit into a regular-sized suitcase and will comfortably fit in any size car boot, which means parents can take it anywhere without having to carefully plan packing the boot. It is the perfect solution as a goanywhere travel cot for active families.

How does it assemble?

siness is The et ho s of ou r bu ise on any never to co mp ro msu all ou r p ro duct an d w e endevere ed w it h ne w p ro ducts are m in lod pat all th e en d user in ment runs ti mes . Thi s co m m itfa m ily of th rou gh out th e , w hi ch Li fe m arque br an dsli fe th rou gh brin gs adventu re to tdoo r, tr avel , p ro ducts fo r th e oudustri es an d nu rsRierchyarind White

“

”

What other developments can we expect to see at LittleLife? “We’ve been updating some of our animal toddler backpacks and animal suitcase designs and they’ve received rave reviews from retailers so far,” said Richard.

“The prints are brighter and stronger, making them really stand out in a crowd. These were the original reined backpacks and we know consumers will love these new versions. We’re driven by making retailers lives easier. We know that a product that looks and feels quality but is value for money will always rise to the top. Retailers are looking for an easier and better solution when it comes to merchandising

and our coordinated nated accessory packaging aging with lots of product roduct options reallyy helps, providing iding retailers with a nice offering over and above their core lines. We believe the retailer is also looking for accessories from a trusted brand, that have a quality that sets them apart from cheaper online options. Retailers can rely on LittleLife to deliver this.

Easily and quickly, in less than a minute. The frame consists of shock-corded poles that self-set and are made from aircraft-grade aluminium, with sturdy feet. The mesh panels attach easily and feature a padded roll-top for extra comfort and safety for baby. Although simple to assemble and light to carry, the cot is reassuringly robust and sturdy once in situ for a comfortable night’s sleep.

Does it come with a mattress?

Yes, the removable, fire-retardant foam mattress attaches with hook and loop to the base of the cot and is nicely padded to ensure a good night’s sleep. The cot comes complete with a removeable and washable sheet.

What other features does the Featherlite offer?

The side door helps lay sleeping babies down easily. This feature is also great when using it camping and sleeping alongside the baby.

What size is the cot?

The Featherlite’s footprint is 100cm by 70cm and when folded, the carry bag measures 70 cm by 19cm.

In short, the LittleLife Featherlite is a lightweight travel cot which won’t take up half the car boot or weigh parents down on the train or plane, making journeys with little ones so much easier. It’s excellent value for money because it doubles as a play tent. The grey colour scheme keeps it stylish and neutral.

Launching in January 2020 the LittleLife Featherlite Travel Cot will retail at £150.

Email: sales@littlelife.com

nursery today

13

retail

THE BABY ROOM

Room to grow This month we speak to The Baby Room’s Social Media and Outreach Manager, Maria Kelly to find out how this independent nursery retailer has grown and expanded since the new owners took over the business in 2016.

The Baby Room first opened their doors in 2003, what was the inspiration behind the decision to open a nursery store?

The original owners of The Baby Room passed the business over to us in 2016, and when offered this we jumped at the opportunity. Nursery is a great category to be in. Parents will always want what is best for their little ones, so it really is a rewarding and fulfilling business to run.

Since opening, what has been your largest challenge to date?

I think it’s important for us to have a physical space for our customers to reinstate a sense of trust. As mentioned before, we suffered some issues in our recent warehouse move, so to be able to have a place for customers to come and see us is a huge thing for us.

“ A s a gllobb a l b r an d , ou r w

e b s ite a w s us to re ac h custollmoer any loca t ion . O usr in ex ist in g sto res in an d H u dder s fi e ldL ee d s fanta st ic fo r t h e loa re a re a, h o w ever in ca l fo r us to re ac h oourder au d ien ce on t h e r opp o s ite s ide o f t w o r ld t h e w e b s h e ite is a key too l fo r us . ”

customers, so the website means we can provide great products without worrying about rent, staffing and other issues which go along with this.

You have a ‘live chat’ ffeature on your w website, how do you m manage this?

Our live chat feature runs for O oone hour, twice daily by our cu customer care team. We would lik like to run this feature out 10 10am-5pm Monday to Friday on once we move into our new head office and recruit a larger team to op operate this. It’s important to us to b be able to communicate with cus customers in a way that’s easiest for tthem.

I would definitely say when we recently made a move to a larger warehouse. Since the store transferred to us as a new business, we found that our sales sky rocketed very quickly. This meant that we urgently needed to relocate in order to fulfil those orders.

Issues arose due to how quickly we needed to move, and unfortunately customers were let down in terms of the delays to their orders. This then affected our reputation as an online retailer. We have since worked through a lot of those teething issues and are operating much more smoothly, but every small business has their share of problems you just work through them as best you can.

Due to our head office being based in Huddersfield, we wanted to be able to open a store that was close to us. It’s also in a prime location, close to high end fashion brands, so it made sense for us to place an offering for children’s wear and nursery goods in the same place. We think it has the potential to do really well for us in the long run.

Do you feel that your cus customers research online prior to purchase?

When it comes to a new baby, particularly with first time parents, luxury, quality products are what most seek out for their little one. Something so precious truly deserves nothing short of the best, so we find our customers really appreciate this when purchasing.

As a global brand, our website allows us to reach customers in any location. Our existing stores in Leeds and Huddersfield are fantastic for the local area, however in order for us to reach our audience on the opposite side of the world the website is a key tool for us. It is increasingly difficult for brands to maintain a bricks and morta option for

Do you offer the same product selection in-store as you do online?

You state you are a retailer of luxury brands - how does this work for you as a business?

14

You have recently refurbished your Leedss store and have expanded with a new store in Huddersfield, what impact do you expect this to have?

nursery today

What was the decision behind opening the Huddersfield store?

How important is your website?

We find that a lot of our traffic comes directly from Google, which suggests that the majority of our customers do like to put in a lot of research before choosing where to purchase from. Here at The Baby Room we are price matchers so we can maintain our position among other popular nursery suppliers.

Our Huddersfield store stocks both clothing and a selection of nursery, car seats and pushchairs, however our Leeds store is strictly a clothing boutique. We find that the space and location dictated what we stocked

“ Expectant mum s-

in each, however you can always find our full range of collections online 24/7 at www.thebabyroom.co.uk

Do you operate on social media and if so, how important is this to your business?

Social media is a huge part to any modern day retailer, in our opinion. It is the easiest and most cost effective way to showcase new products to our audience any time, day or night. With one billion people using both Instagram and Facebook on a daily basis, there is a lot of potential to tap into new customers through these platforms. We find that our adverts on Facebook for example work really well for us. Even if a customer doesn’t purchase directly through social media, they are influenced by it to come back to us at a later date.

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

All of our furniture sets perform well for us, as we’re a one-stop solution for all baby and toddler needs. Parents like that they are able to buy everything they need from one store, so it’s hugely convenient for them.

Aside from this, clothing does extremely well for us; it’s not just parents buying from this category, friends and family also buy them as gifts, so it’s very popular for us.

Is there a current hero brand or product that is an absolute must for your business?

For us it’s always Cybex. They are our top performing brand consistently worldwide each month. I think this is down to their modern, innovative products and the fact that customers really trust their high safety standards.

In regards to clothing, Fendi is our best performing brand. Customers love how respectable this name is in the fashion industry and especially love their ‘mini-me’ collection so that mum, dad and baby can all match.

Nursery is an incredibly emotive sector, how do you manage customer expectation?

to -b e have a hig h level of exp ectat ion , as th ey are pu rc ha sin g produc ts for th e most impo rtant pers on in th eir lives. Both th e exp eri en ce an d th e produc ts th ey pu rc ha se must be ex cep tiona l, w hic h is a very hig h ba r for any co mp any to rise to . ”

Expectant mums-to-be have a high level of expectation, as they are purchasing products for the most important person in their lives. Both the experience and the products they purchase must be exceptional, which is a very high bar for any company to rise to. At The Baby Room, we try to manage this by having short lead times, however as we are relying on dropship for a lot of our larger items (furniture for example), this isn’t always possible. This, along with exceptional customer service is something that we are striving to improve on in our future. I believe that this will improve dramatically when we take on more customer care staff and move into a larger warehouse, which allows us to stock these larger items ourselves.

With regard to your showroom, how important is it to your business to ensure that all staff are trained correctly with regard to product demonstration?

This is extremely important for us. We want to position The Baby Room as a top destination for all things children and baby, so our staff must be able to demonstrate our products in store.

This is something that is expected when customers shop for these products, so we want to keep expectations high and deliver great service for our customers.

each season that product beautiful and top quality products. Consumers are more and more aware of sustainable products being used, so we want to be able to stock a range of brands who are conscious of these factors.

How do you keep up with current nursery trends?

It’s very important for us to keep up to date with trending brands, products and themes amongst parents. We like to attend as many baby/trade events as possible so keep our eye on emerging products, however a lot of the time is spent watching our competitors and seeing what is trending on social media, as more often than not, this is where inspiration is taken by the brand name designers.

How do you source nursery brands/products?

Our buyers like to look at our competition to see what brands are consistently popping up across the board. We also have our eye on up and coming brands

through trade shows and social media.

Finally, are there any further exciting plans on the horizon that you can share with us?

We would love to open a few more key stores across the UK, however for the moment we want to keep a close eye on the Leeds and Huddersfield stores to see how these perform for us. it would be great to have worldwide stores, as a lot of our customers are in the USA, New Zealand, Ireland and Denmark, so it would be great to give these customers a physical space to browse The Baby Room’s brands.

We are also keen to launch a range of own brand nursery furniture and mattresses. There really is a lot of scope for us to explore, so who knows what the future holds!

Are you brand focused with regard to your current selections?

We like to stock brands that people are loving across the board, however, for us, we like to take on a few brands nursery today

15

talking shop This issue we’re talking bedside cribs. We spoke to a number of independent retailers with regard to their general thoughts on this product category.

Christy Foster ONLINE4BABY

Bedside cribs have grown in popularity - have you experienced an increased demand for these?

Yes we’ve seen a big increase in sales of both the rocking and static models as people want to have that closeness to their child in its early years but in a safe environment.

Do you feel we could see the demise of the more traditional Moses baskets due to these products?

I think there’s a place for both in the home. The advice is for the first six months, for your baby to always sleep in the same room as you, whether that be during the day or night.

Moses baskets are obviously more portable and cost effective, so it allows parents to keep their baby close to them wherever they are in the house but then use the bedside crib for night-time sleeping.

Do you feel these are products that are researched prior to purchase?

Absolutely. We see from our data that customers view products, go away to research and then come back and purchase.

Customers are much savvier nowadays and the many comparison and review sites and shopping platforms mean they often know what they want by the time they get to us and have made their purchasing decision based on factors such as advice, cost, experience and/or customer reviews.

Do you feel that consumers are looking at these more closely as they are aware of the dangers of co-sleeping?

Recent reports showing an increase in Sudden Infant Death Syndrome which has possible links to co-sleeping have raised awareness of the dangers and

Sara Hubbard

WHITES FARM BABY BARN B Bedside cribs have grown in popularity - have you experienced an increased demand for these? e Yes. Y We’ve found our customers are now actively asking for a bedside crib/co-sleeping option.

Do you feel Social Media has played a role in bringing awareness to these?

Social Media is often people’s first exposure to an item so it’s a key part of the sale process. We’ve all seen the rise in influencer marketing and some highprofile names have used social platforms to promote bedside cribs over the last year or so.

Some companies use their brand advocates well by using them to demonstrate practical aspects of the cribs such as the ability to lower the mattress height.

This is a softer method of marketing which tends to resonate well with the modern consumer.

Are brand names important in this product category?

Yes and No. Having a strong brand has its obvious benefits but we see challenger brands come from nowhere to dominate categories these days so it’s not as key as it used to be. If you focus on the product being the best it can be, use creative marketing and have the right pricing strategy, brand awareness and value will follow.

categories, and make sure we can give them the best, safest advice in terms of their sleeping solutions.

With many brands now having a bedside crib within their range, how do you decide which to stock?

As we have said before, we are massively customer led here at Whites Farm.

We keep track of products that customers have mentioned, consumer trends in the media, and also what products seem to get the most engagement on our socials. We currently have the Snuzpod3, Chicco Next2Me Magic, and the Snuggle Air, and feel these are our most popular options for co-sleeping.

Do D you feel we could see the demise of the more traditional Moses baskets due to these products? t Yes, Y in fact we already have. It’s a shame as they are such beautiful, classic pieces in any nursery, but it is rare that b we w get a customer asking for a Moses Basket now; they just don’t offer the same features as the bedside crib.

Do you feel Social Media has played a role in bringing awareness to these?

Like anything in todays society, social media is the first port of call for advice, recommendations, and ideas. With so many expectant parents surfing Instagram and saving nursery ideas for later, we feel that it has a massive part to play in what our customers are looking for.

Do you feel these are products that are researched prior to purchase?

To a certain extent we think they are researched. People have heard via social media, on television, and in print about the co-sleeping idea, but don’t necessarily know exactly what it means, or the safe ways to go about it.

What are the benefits to you by stocking this type of product?

We have found that furniture sales in general (furniture sets with wardrobes and dressers etc) have tailed off; with people waiting until baby is slightly older, and then heading for the likes of Ikea for inspiration. We have found that since selling the bedside cribs, we have been able to engage our customers in the nursery/furniture category at a much earlier time. They then think of us as well, when it comes to their furniture.

Do you feel that consumers are looking at these more closely as they are aware of the dangers of co-sleeping?

We feel that it is only recently that people have become aware of the dangers of co-sleeping; we still experience customers who will sleep baby in their own bed with no co-sleeping product, which of course isn’t advised. When speaking with any of our parents-to-be we try and cover all of the equipment

16

probably had a hand in the increase in demand for bedside cots.

Worryingly a survey by the Lullaby Trust reported that 40% of parents had co-slept in a dangerous circumstance such as on a sofa or after drinking alcohol so as an industry we have a part to play in promoting products which provide a safer environment for children and to offer guidance on best practice when it comes to protection.

As we learn more, there are constant changes in guidance on everything from prone sleeping to putting babies on their back, bumpers, swaddling etc and this can cause confusion with parents.

Government, independent bodies as well as manufacturers and retailers all need to ensure that guidelines are clear, concise and easily accessible to every parent.

nursery today

Are brand names important in this product category?

Yes; like everything in the nursery industry, if you hear a name enough, its all you will associate with a certain product. Snuzpod3 and Chicco Next2Me seem to be our front runners, with people asking for this product by name.

Alan Peacock

Lotted for trade buyers !

LITTLE PEAS

Bedside cribs have grown in popularity - have you experienced an increased demand for these?

Definitely! Since the ‘rise of the bedside crib’, we now barely sell any traditional cribs.

Do you feel we could see the demise of the more traditional Moses baskets due to these products?

Yes - that market has also shrunk. It’s still there, but tiny a comparison to ten years ago. People are looking for value and longevity now and I feel that they don’t get that perception from a Moses basket any more, Do you feel these are products that are researched prior to purchase?

I think they are to a certain extent, although many who come looking for a bedside crib, have little or no knowledge of the differences between them.

Do you feel that consumers are looking at these more closely as they are aware of the dangers of co-sleeping?

There may be an element of that, although I think that they are now more on-trend than moses baskets and are more of a go-to product now.

With many brands now having a bedside crib within their range, how do you decide which to stock?

Chicco were the first that we were aware of to really push bedside cribs hard. As a result, people tend to use that as the benchmark. We find that they have, and currently hold dominance in the market and we’ve stuck mainly with them. We are talking with another brand too though right now.

Do you feel Social Media has played a role in bringing awareness to these?

Most Definitely! Social media is the number one marketing tool in this day and age.

On the instructions of the Administrator of Kiddy Children’s Products UK Limited

Location: Sherburn in Elmet, West Yorkshire Viewing: By appointment only Bids Close from: 12 noon, Thursday 18 July 2019 Buyers Premium: 15%

Extensive range with current models, 2018 and 2019 designs including: 1 Cruiserfix 3 Group 2/3 Car Seats (x360) 1 Phoenixfix 3 Group 1 Car Seat (x193)

Bidding/ Catalogue 1 Evolution Pro 2 Group 0+ Infant Carrier (x45) Online 1 Guradianfix 3 Group 1/2/3 Car Seats (x515) 1 Evoluna i-Size 2 i-Size Infant Carrier (x451) 1 Urban Star 1 Stroller (x196) 1 Evoglide 1 Stroller (x4) 1 Adventure Pack Baby Carriers (x95) All in a selection of colours and designs together with various accessories

walkersingleton.co.uk

0113 848 0101

Good to Gro

As one of the UK’s leading brands of safer sleep products for babies and young children The Gro Company has led the way in helping get babies around the world to sleep more safely.

W

ith a strong focus on innovating new products to help parents, The Gro Company strives to create quality essentials that parents can trust. The Gro range has solutions for each developmental stage, from those blurry early days with a newborn to the hectic toddler times!

Products such as the Groegg2 room thermometer and Grosnug help parents with a safer sleep routine, while best-selling Grofriends is the amazing sleep aid that comforts and soothes babies.

Grobags and Grorompers help keep babies and toddlers comfortable while they sleep no matter how much they wriggle and are available in a wide range of contemporary designs and togs.

For early waking toddlers the Groclock helps to give parents back their early mornings and encourages their little ones to

develop healthy sleep patterns. With over 52 awards won in the last year The Gro Company continues to assert its place as a market leader in the Nursery category, with a range that is much loved by parents.

Web: www.gro.co.uk

nursery today

17

focus BEDSIDE CRIBS Image courtesy of Maxi Cosi

Safe to sleep Co-sleeping is a total ‘no go’ and there has been much news about the dangers that this can bring. A category that is booming at present is Bedside Cribs. We speak to some of the industry leaders in this sector to find out more. edside cribs st strongly with parents.” have grown in Gavan Costello ( popularity and (Head of Product is now a D Development, Baby nursery category that is E Elegance) agrees and represented with a huge c can’t see any signs of t sector slowing down selection of choice. Of this course, some may argue that any a time soon stating the first bedside sleeping aid “B “Bedside cribs are was brought to market by extremely practical so I ex NSA with their Babybay on see more and more only product, which was first variations coming to the va shown in 2005 by Christian market.” m Pihale, winning a K&J The Next2Me, which Award in 2006, 2007 and has ha been heavily 2008. However although pr promoted and advertised this is a staple product, and

by Chicco through one which has longevity in various consumer media va Damon Marriot, Joie it’s use, as this can also be platforms, is an example pl used as other practical items of this, selling over one of nursery furniture once m million cribs globally the baby has outgrown the bedside crib, there are since launching in 2014. now many others who have bedside cribs within Damon Marriott (Head of Product Development, their product ranges.

Joie) also feels that the rise in popularity is due to the So why have these cribs grown so much in reassurance these products offer. “Bedside cribs popularity? We asked Liz Newton (Director, NSA/ provide an area of functionality and reassurance that Babybay) for her thoughts. “The growth in this traditional cots and cribs don’t tend to have, as many product sector is possibly due to the undisputed fact, brands are now beginning to develop and market which is also widely acknowledged by midwives and their first bedside product it’s likely popularity will healthcare professionals, that these crib solutions continue to rise. With increasing growth in offer the best and safest way to be close to your competition products will inevitably continue to newborn baby without any of the perceived risks of improve and evolve, which is great for consumers.” actually sleeping with your baby in your own bed.”

Social media has naturally enabled this SnüPod is also a great example of how these category to evolve and draw awareness not only in products have grown in popularity. Mark Nicholls assisting driving the message about the dangers of (Green Sheep Group/SnüzPod) stated: “Since first co-sleeping but has highlighted the benefits of a launching the SnüzPod in 2013, the formation and bedside crib. We asked Mark whether he feels that subsequent growth of the category has been quite this is one of the reasons we have seen such remarkable, and I see no signs of it slowing down! growth. “Yes, without a doubt, although other SnüzPod year-on-year sales are up 40%, highlighting marketing channels also play a big part. In my both that demand for bedside cribs remains buoyant opinion, the good work retailers do in order to and our product design and marketing resonates inform and educate is paramount to the

B

18

nursery today

“ Bedside cribs

provide an area of functionality and reassurance that traditional cots and cribs don’t tend to have”

The survey says…

Nursery marketing specialists FanFinders surveyed 1000 consumers via their platform Your Baby Club focussing on bedside cribs.

Here’s the results.

Q1. Did, or do you, co-sleep with your baby?

Yes: 230 (23%) No: 770 (77%) Q2. Are you aware of the dangers of cosleeping with an infant?

- Yes: 963 (96.3%) - No: 37 (3.7%) Q3. Did you consider purchasing a bedside crib?

Yes: 749 (74.9%) No: 251 (25.1%) If Yes to Q3 above - 749 Users Did you research this category prior to purchase?

Yes: 596 (79.6%) No: 153 (20.4%) Where you brand focused?

Yes: 437 (58.3%) No: 312 (41.7%) Q4. Did you find social media useful when looking at the benefits of a bedside crib?

Yes: 484 (64.6%) No: 265 (35.4%) Q5. Did you buy a bedside crib instead of a Moses Basket?

Yes: 228 (30.4%) No: 250 (33.4%) I bought both: 271 (36.2%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com continued success of the category.”

Gavan agrees, having seen responses via their own social media platforms, but also feels that the category has been driven by personal recommendation. “It has definitely helped and we get lots of messages on our @babyeleganceire Instagram about the bedside cribs, however I feel word of mouth through reviews or peer to peer meets are what really drives sales this area.”

With an increased demand by consumers, are we

17B)XOOB3DJHB0DWWUHVVB$G 2 &0<. SGI

&

0

<

&0

0<

&<

&0<

.

focus BEDSIDE CRIBS perhaps seeing the demise of the more traditional Moses basket? “Sales of the traditional Moses basket have certainly suffered due to the growth of bedside cribs, and we find that co-sleeping solutions have become a default consideration for new parents,” said Mark. “However, having said that, I do still believe there is a place in the market for Moses baskets due to their more portable nature. There is perhaps a little more pressure on brands to ensure their Moses basket offering is unique and on-trend.

For example, our founding brand The Little Green Sheep has seen great success with the recently launched Organic Moses Basket, a stylish take on a classic product that comes complete with a quality, chemical-free natural mattress.”

We also asked Liz for her opinion. “Moses baskets still have a place and their portability can be useful, especially for day naps in the early days. Their size is limiting (0-3months) in comparison to bedside sleepers (0- approx. 6 months) with Maxi and XXL versions lasting considerably longer thereby allowing transfer direct to a cot bed.

“Access to your baby in a Moses basket is not so easy especially after a C-section. We tend to sell many of our bedside cribs to second time mums who had a moses basket with the first and learnt quickly that a bedside sleeper is much easier and ensures mum also gets more sleep!”

Damon feels that it is still a matter of choice.

“Perhaps the quantity of Moses basket sales will decrease but it’s unlikely to be a demise, parents have varying wants and needs and one type of product isn’t going to fulfil everybody’s. Moses baskets are functionally and atheistically different enough that they will be a preferred option for many parents in the same way that travel cots are, both have benefits over bedside cribs and each other.”

With so much choice being available, how are brands driving awareness to their own range? We asked Holly John (UK and Ireland Head of Marketing, Chicco) on what they are actively doing to bring awareness. “It is important that parents are aware of the benefits of side-sleeping, and we aim to educate parents by providing information and guidance in store, as well as via our TV advertising

Image courtesy of Babybay

campaigns, website and social media platforms and Consumer Baby Shows.

“Chicco’s Facebook page is a welcoming community for new parents and allows us to convey the benefits of the Chicco Next2Me range through engaging and informative Q&A’s, social posts and competitions. We recently took part in National Sleep Month where our team of experts were on hand to answer questions during our Sleep Hour live Facebook Q&A.” But what about the smaller brand names, who although established may not have the same budgets that a major brand has. We asked Liz how they bring awareness to their Babybay. “It is indeed a challenge - especially without a significant advertising budget. It is sometimes frustrating not being able to convey the many benefits of one’s product over the competition. Consumer shows really help here. Social media and real parents’ honest reviews are very important.

“We offer a range of different bedside sleepers to meet consumers different needs therefore, for us, direct communication with new mums is the best way and also via the NHS through our medical bedside cot. Babybay really is the original bedside sleeper and from which, the category has evolved.

Despite numerous new entrants into the market over the last 13 years.”

As we are looking at an incredibly emotive product category, would it be sensible to assume that parents will research this sector online prior to purchase? “From our own research, we know that parents spend weeks and even months researching the right bedside crib for them; visiting stores, asking friends and browsing social platforms before swooping in to find the best deal when the time comes!” Said Mark.

Gavan feels that as this is a product relating to

sleep it is only natural that parents will research as this is now a recognised product for expectant parents. “I feel customers are much more savvy these days and will ask around and read lots of reviews pre purchase. The bedside cribs are growing to become as important to new parents as the choice of pushchair so positive reviews are essential.”

Finally, we asked Liz what benefits retailers can gain by stocking bedside cribs? “It is one of the most important purchases for a new family - that and a car system. If a retailer can gain a new mum’s trust in this area and be well informed, then she may well stay with that retailer for all her other baby needs.

This is a higher value item so offers the retailer a better return.”

Mark agrees and feels that it is now an essential item to stock. “Ensuring there is a place within a retailer’s furniture category for bedside cribs I think is extremely important, since they are the first choice for newborn furniture.

“However, with the increased number of cribs available, and as retailers look to consolidate their ranges, it’s also logical to avoid duplication of designs/styles which are sure to only cannibalise sales and fail to provide any additional customer benefits. Supporting a select few brands of bedside cribs will reflect the retailer’s image and allows them time to focus on being able to provide expert advice to their customers.”

Home from home Offering parents the peace of mind that baby is safe beside them.

Maxi-Cosi Iora offers a comfortable resting place for little ones. Boasting five height positions and a comfortable mattress, this adjustable bedside sleeper is compatible with any bed.

Plus, as baby grows, it can be used as a standalone cot up from birth to 9kg. Multi-functional and lightweight, Iora also folds right down and can be taken away in the handy travel bag, meaning that baby has a home from home on family trips too.

The under-cot storage basket can be used to store any essentials so that they are close to hand at all times too.

Email: sales@uk-dorel.com Web: www.maxi.cosi.co.uk

20

nursery today

focus BEDSIDE CRIBS

Paris Design Award winner BabyHub’s new bedside crib has a patented fold down padded side.

Designed with safety as the priority, it provides a padded bridge from baby crib to parent bed. The BabyHub crib has won a DNA Paris Design Award 2019 and will be on sale in the UK this summer.

Designed for babies from newborn to six months of age, it has a natural latex and coir 40mm thick mattress giving baby a firm, safe space to rest. With a Rainforest Alliance Certified white New Zealand pine frame, It can even be reused as a child’s bench.

Email: catherine@babyhubshop.com

Little bit of magic As the latest addition to the Next2Me range, the Next2Me Magic includes a range of exciting and unique new features.

The updated stylish design offers maximum comfort for both mother and baby, and the new sliding side panel makes it even easier for parents to reach their little one during the night. As Chicco’s most innovative side sleeping crib yet, the Next2Me Magic also includes a new rocking mechanism that can be operated in free standing mode by the touch of a button, and can be easily moved thanks to the four swivelling wheels. Supplied with a 100% anti-transparent mattress cover, the Next2Me Magic is designed with zippers on the soft outer cover to make removal and cleaning easier than ever before.

Web: www.chicco.co.uk

The Only Way Is SnüzPod SnüzPod continues to go from strength to strength, becoming the chosen bedside crib for celebs and top influencers.

Fresh off the back of their new SnüzPod Luna launch, the Snüz team are celebrating once again after a number of high profile celeb and influencer endorsements! SnüzPod’s impressive list of fans include Giovanna Fletcher, Vogue & Spencer Williams, Sophie Hinchliffe (AKA ‘Mrs Hinch’), Ashley Banjo, Ferne McCann, footballer Chris Smalling, Mario Falcone and Sam Faiers.

One of the first bedside cribs to launch in the UK, SnüzPod helped shape and create the bedside crib category we know today. 6 years on, SnüzPod smashed sales records in May and the brand continue to expand the Snüz offering on their quest to become the one-stop nursery shop for parents.

Tel: 01789 734022 Email: trade@greensheepgroup.com Web: www.snuz.co.uk

22

nursery today

)RU SHDFH RI PLQG VOHHSLQJ %UHDWKDEOH 6DIH +\SRDOOHUJHQLF

9

best COT CRIB OR MOSES BASKET

.HHS 0H &ORVH %UHDWKDEOH %HGVLGH &ULE

)RU VDOHV SOHDVH FRQWDFW KHOOR#SXUŅR FRP RU FDOO 'LVFRYHU WKH IXOO FROOHFWLRQ DW ZZZ SXUŅR FRP

Ϭϭϳϴϵ ϳϯϰϬϮϮ ͮ ƐŶƵnj͘ĐŽ͘ƵŬ ͮ ƚƌĂĚĞΛƐŶƵnj͘ĐŽ͘ƵŬ ͮ ΛƐŶƵnjƵŬ

focus BEDSIDE CRIBS

h Designed ffor growth Babybay – the multi-award-winning, natural bedside sleeper that grows with your family. ay can be used

Babyb Easily converting into a bench, high seat or desk, great value for ing ensur –– years seven ely ximat appro to from birth money. ing a smooth The sleep platform is totally height adjustable ensur and the FSC zone sleep safe own s baby’ to bed t’s paren transition from clean. wipes and l cteria certified beech wood is both naturally antiba tally nmen enviro the rt suppo values Babybay’s strong sustainable and design EU with int footpr n carbo small a conscious, boasting manufacture. healthcare With Babybay Medicare, used by midwives and feel reassured ts paren wide, nation tals hospi professionals in NHS . secure and close safe, baby their keeps ay that Babyb

Sleep with elegance The Baby Elegance Be By Me bedside crib is a sleep time essential for newborns. be

This bedside crib allows you to sleep close to your child, without having to in the same bed. Designed to give the benefits of sleeping close, (for security, breast feeding or a cuddle!) but help parents avoid the many dangers of putting newborns and babies in bed with them. The Be By Me is designed for use from birth to approximately six months.

It folds easily and fits into its handy travel bag so your baby can sleep in the same surroundings even if you’re on the move.

Web: www.BabyElegance.com

Web: www.babybayuk.org / www.nsauk.com

Facing me Face to Me is the ideal bedside cot and a perfect match for every bed.

Thanks to the height adjustable frame which is tip resistant. Your little one will be as near to you as possible but still sleeping in their own bed.

Newborns will feel safe and secure in the Face to Me with its comfy mattress, plush border and a side panel in net fabric for unrestricted air flow, helping to keep your little one comfortable at all times.

Cot can be removed from the frame and both fold entirely flat.

This space-saver is great for home use or whilst travelling.

Tel: 01978 664362 Web: www.hauckuk.com

24

nursery today

www.babybayuk.org

The perfect start safe close secure

The multi award-winning, natural bedside sleeper that grows with your family

Keep them close Purfloâ&#x20AC;&#x2122;s Keep Me Close Breathable Bedside Crib is the safe way to sleep side-byside to baby.

The Keep Me Close is the only bedside crib to include a fully air permeable (breathable) and hypoallergenic mattress to reduce the chances of overheating. All fabrics are removable, breathable and washable for hygiene and to eliminate all known bacteria, fungi and dust mites that accumulate in ordinary foam mattresses. This Crib attaches easily to the bed using a drop side rail connection system and 6-height adjuster. Thereâ&#x20AC;&#x2122;s even an incline option to help ease congestion if baby has a cold or reflux Fully compliant to BS4578:1970 and BS EN1130, making this crib a safe and clever choice for side-by-side sleeping.

Web: www.purflo.com

nursery today

25

nursery matters JOHN BARKER

Barking Mad This month John Barker focusses on the relationship between retailers and suppliers. have been pondering over the possible subjects for this months article for a number of weeks now. I could mention that we are half way through the year and that Cologne 2019 is very close, I could moan about the state of the industry and the universal insistence on handing margin directly back to customers, I could even rattle on about some of the amazing comments and questions we get on a daily basis from some of our customers. I won’t even mention consumer shows! I have instead decided to voice a few opinions on how we as an industry treat each other.

What do I mean by this? Well, let me elaborate. I guess I’m referring to the relationships we have with our suppliers and vice versa.

I recently read on the Nursery Trade Facebook page something that Ian Davidson had posted and it got me thinking how retailers in other industries deal with their suppliers, and how our industry differs. Ian’s comments centred around the display stock we’ve all spent good money on.

In order to sell an item the customer needs to see an item. We have the space to display it, therefore we buy one and more often than not this costs us full trade price. The supplier will say “yes, but you’re the person making the money from it”. This is true but if we didn’t sell the item you wouldn’t benefit from us buying it. It’s a chain and the middle man is very often left with the worst deal.

Over the years I’ve seen percentage off demo models from some suppliers, free stock from others and even additional margin on repeat orders for items currently on the demo stock list. All nice incentives to offer a

I

26

nursery today

brands items in store. But these still come at a price. Couple this with the requirement to either meet an initial order value or place an order of a minimum value for shipping all of a sudden changing a few ranges on your shop floor can still be a costly process. Now, Ian mentioned loan demo stock, which I have to admit sounds a brilliant plan but I can see a few issues with this. It’s not perfect but neither is the current system offered by many of ours and your accounts, and I think he’s raised a very important issue. The way us stores pay for demo stock should be addressed and I for one would happily have open discussions with brands and other stores about this. I’d like to think that the majority of us have good open relationships (not in that way before you say anything) with our best, if not all of our suppliers and a round table meeting could reap rewards for both sides.

Let me give you an example of what I mean: we recently started selling a new brand and took the decision to place two models on display. These two demo models came with no discount and as such cost us £800.00.

So Brand X has so far cost the business £800.00 and that doesn’t take in to account the 2m2 it’s living on in the store (Don’t worry I’m not going to drill it down to rent, rates and other costs. . . . Phew). Given the fact that when we sell one of these lovely new prams we’ll make a cash profit of £200.00 you start to see the problem.

So to break even we need to sell four prams before the model is either discontinued or changed in some way.

Now that may not be a big ask for an established brand but when it’s a new

O ver th e ye ar s I’ve seen perc enta ge off de mo models fro m so me supp liers , free stoc k fro m ot hers an d even additi on al m argin on rep ea t orders for ite m s cu rrently on th e de mo stoc k list. All ni ce inc entives to offer a br an ds ite m s in store. But th ese st ill co me at a price . product, from a new brand it can take some time to get that all in important first sale. I’m happy to report that on this occasion the gamble worked and the product has washed it face and is now making us money, but how many times have we seen the opposite occur over the years?

On another matter I’d like to mention local health visitors. Now, I may be opening up a can of worms here and I’m sure someone will take the hump with me over some of my

comments but we have nothing but issues with the health visitor team in Hull. I appreciate that it may only be one rogue person but what concerns me is that we have people that new parents look to for advice unnecessarily panicking parents. I’m sure that the vast majority of you will never have had issues but for those of you that have don’t worry you’re not alone. I have very recently had a very aggressive customer screaming and demanding refunds because his health visitor told them that their pram was NOT suitable from birth. So despite the instructions and the box being clearly labelled as “from birth to 36 months (15kg)” the product is now deemed as unsuitable because someone masquerading as a health professional knows best.

Countless times we have had customers visit the store with a 4 or 5 week old infant in a group 0 car seat saying “my elf visit’er said that we need a new seat coz the bain is too big for this un” (in case you‘re wondering yes the people in Hull do talk like that). Now that is just plain dangerous!

So we managed to convince the customer they are wrong but who’s to say they don’t just visit a national and buy the wrong seat anyway? A few years back Good Egg visit all the stores in Hull and thanks to the local road safety officers work we all got trained and mystery shopped. This was a positive thing and we all benefited from the insights they provided. Surely the NHS should be providing their health visitors with similar training? If

john@pramland.co.uk

not why are their staff being allowed to comment on such important issues to new parents? All that happens is it creates panic and confusion and someone has to sort the mess out.

One final thing from me this month and I guess a little follow up from my last article.

Last month I commented on how I felt out of my depth thanks to the constant wave of red tape relating to VAT, pensions etc. Well I’ve finally caught up with the rest of the UK and joined the Federation Of Small Businesses and I have to say I’m now feeling a lot more positive. I’m sure the vast majority of you have been members for a good few years but for some reasons I’m very late to the party. The fact that I now how some support at times when I’m baffled by all the new regulations is worth the membership fee alone. . . .but throw in a free window sticker and I’m like a child on Christmas morning!

nursery today

27

profile JOIE

A Joie to behold

David Welsh proudly standing with the fleet

Joie Baby donates first of ten Variety Sunshine Coaches oie, the British design-led company, is dedicated to giving back to the community. Over the years Joie has helped over 4,000 hearing impaired children learn to communicate effectively, and donated over 50,000 chairs to mobility impaired children.

Joie Baby are also thrilled to announce that on Tuesday 18th June, in partnership with the Variety Club Children’s Charity , presented St. Nicholas School with a Variety Sunshine Coach, at a ceremony at Nizels Golf & Country Club, Tonbridge. The coach is the first of a fleet of ten donated by Joie Baby to be delivered to Special Educational Needs schools across the nation.

David Welsh, Managing Director, Joie Baby said: “We are humbled to be joining Variety on its mission to help communities across the UK who suffer due to sickness, disability or disadvantage. Joie Baby has always been committed to supporting families and Variety shares this value with us. We’re delighted to provide 10 Special Educational Needs schools across the country with much needed transport that will make a real difference to the lives of students, their families and the teachers who work so hard to provide a great school experience for all students.

“We’re very excited to present the first coach today to St Nicholas school and see first-hand the students who will benefit, it truly is a joy.”

The Sunshine Coach will support the 250 students at St. Nicholas School which provides education for children aged between two and 19 who have profound severe & complex learning difficulties. The donation of this coach will help ensure St. Nicholas’ special needs students are able to intergrate with students at mainstream partner schools in Canterbury. The school doesn’t have any green space of its own, so the coach will transport the students to other schools to ensure they can enjoy taking part in sporting events.

Variety’s Sunshine Coaches have helped improve the lives of thousands of disabled or disadvantaged children across the UK. The coaches enable schools to take children on education and recreational days out allowing children to explore places they would otherwise never have visited. Variety is celebrating

J

28

nursery today

its 70th anniversary as a UK charity this year. In this time, it has helped to improve the lives of almost one million disabled and disadvantaged children and their families.

Frances Lang, Chief Executive at Variety said: “We would like to say a huge thank you to Joie Baby for their generosity in helping us to supply not one, but an unbelievable ten Variety Sunshine Coaches to schools up-and-down the country, at around £30,000 a coach this is a fabulous donation.

“These coaches enable disabled and disadvantaged children and young people to get the most out of school life by accessing learning and recreational facilities outside of the school environment. The ten schools offer care to some of the most vulnerable children in the country, we’re excited to be able to support them in a way that will make such a difference to lives of so many children.”

Like Variety, Joie Baby is committed to supporting parents and children. Its high-quality car seats and pushchairs are designed to make parenting as easy as possible, and provide little ones with comfort and safety whether they’re being transported around the corner or around the world.

“We are very grateful for the generosity of the sponsors of our new school bus, Joie Baby. The children and young people at St Nicholas will benefit immensely from the opportunities that this new disabled accessible bus will provide for them, said Andrew Bennett, PE coordinator, St Nicholas School. “This will give them easy access to the community enabling them to: practice their communication skills within the wider community, access the many sporting events aimed at their abilities, transportation to our various satellite sites and our many work experience placements.

“As the school is growing our needs are getting larger each year; we find Variety and Joie’s help with sponsoring our bus extremely important to us and we are so very grateful to you all.”

Web: www.uk.joiebaby.com

Image caption from Left: • Harold Tilman - Chief Barker, Variety • David Welsh, Managing Director, Joie Baby • St Nicholas School students: Cort, Marcus, Patrick • Andy Bennett - Sports Development Officer, St Nicholas School • Melissa Cooper - Consumer Marketing Manager, Joie Baby • Lorna Sullivan - Assistant Head, St Nicholas School

The 10 coaches donated by Joie Baby will go a long way to meet the charity’s target of donating 80 coaches in 2019.

The remaining nine coaches will be presented individually to the deserving schools through 2019. These schools include: • Birtenshaw School, Bolton • Evergreen Primary School, Bishop Auckland, Durham • Grantham Additional Needs Fellowship, Grantham • Pantysgallog Primary School, Merthyr Tydfil • Playing for Success, Bolton • Rossmere Primary School, Hartlepool • St Michael’s RC Primary School, Newcastle Upon Tyne • The Dales School, Blyth, Northumberland • The Petty Pool Trust, Sandiway, Cheshire

$'B BL6QXJB3ULQW$GB*/B)1/B35,17 SGI

&

0

<

&0

0<

&<

&0<

.

focus BOTTLES & STERILISERS Image courtesy of Nuby

Keep abreast “ of bottles Breast milk is naturally what’s best for baby, however mums will eventually express milk or start using formula, both mean that mums actively seek bottles and teats that suit their and their baby’s particular needs. odern day society and lifestyle choices dictate that for some mums it may be time to go back into the workplace by the time their little ones are as young as three months old. With this brings problems and dilemmas, one naturally being the transition from breast to bottle. As a nation, we are also very low in numbers on the uptake of breastfeeding, illustrating that many opt for bottle feeding.

For the many mums who breastfeed they will eventually express milk or switch to formula. This occurs for a variety of reasons. This could be due to the return to work ethos, or to give more flexibility and freedom to the mother - being able to leave the home for a social evening or to enable dad to become a little more hands on with regard to feeding time - also enabling fathers to experience a better level of bonding.

Whatever the reason, products are required for both the expressing of milk and also bottles with teats that make this a smooth transition.

When transitioning from breast to bottle, perhaps a larger concern would be the infant making this switch and this is where the design of the teat comes into it’s own. Not every baby suits the same teat design. We asked Dean Tollman (Director, vital baby) on how important the overall design of the

M

30

nursery today

bottle and teat is? “The design of the bottle and teat is extremely important. The bottle needs to be comfortable to hold and easy to clean and parents should be given a choice of which teat to use for their baby. Vital baby have a classic shaped wide neck super soft teat for easy latch on our vital baby Nurture silicone feed assist bottle and also a range of silicone breast like teats that have been expertly designed to mimic mums’ breast.”

Fiona Kenworth (Central Medical Supplies, Dr Browns) agrees, but that it may be driven more so by fear of the parent than that of the infant. “The design of the bottle and teat are extremely important as this is what differentiates brands.

“New shapes/designs are constantly being launched, but in reality consumers are wanting bottles that are proven to work. I’ve noticed that there seems to be a ‘fear’ among parents that their baby may not accept a teat specific to a bottle brand, but realistically this fear is often unfounded for as long as the teat is made from super soft silicone and has a contoured breast shape, baby’s should be able to latch, and of course baby’s don’t realise there is an alternative!

Obviously premature babies or babies born with a cleft lip or palate issues will require specialist feeding bottles, which Dr Brown’s offer.”

When looking at bottles, we can’t ignore the

Interest in gly p eop le w ant t h e re as su r an st ill B PA free b ottle , bu ce o f a con su mer s un der stant mo st t h e m aj o r b ottle b r d t h at a ll B PA free an danwd s are mustn ’t fo rg et t h at e o f cou r se gl as s b ottlt h ere is c h oo se fro m if con sues to p re fer n ot to use p mer s la st ic .

Fiona Kenworth

”

simple i l fact f that h some b bottles l may contain i BPA BPA, although we are seeing a decline in bottle manufacturers who haven’t already made the switch to BPA free, or have an option within their range.

We asked Michele Lacerenza’s (Sales Executive, BORRN) opinion on whether consumers are looking for BPA free bottles. “BPA is a chemical used in products such as plastic bottles that research has shown to have a bad effect on health. Therefore many parents will choose BPA Free products for their child to lower the risk of health problems.”

Fiona feels that many consumers who are looking at baby feeding bottles assume that the major bottle brands are already BPA free or may offer glass bottles as an alternative.

As this is a topic that has been regularly covered in the news or on social media feeds Dean can confidently state that “Consumers are becoming more aware of safety and toxins generally and this

Trusted by parents for years

The Milton routine to stop germs +

1

2

CLEAN

STERILISE

carefully all feeding & breastfeeding equipment

in 15 minutes with no need to rinse

NEW

+

3 WASH AND DISINFECT HANDS to limit germ transmission

NEW

100% plant-based active ingredient

100% plant-based active ingredient

Milton, protecting whatâ&#x20AC;&#x2122;s precious for over 70 years www.milton-tm.com

0LOWRQ 3UHVV $G 1XUVHU\ 7RGD\ Y LQGG

Use biocides safely. Always read the label and product information before use.

@MiltonBaby

focus BOTTLES & STERILISERS applies to the bottle category, which is why all of vital baby’s products are BPA and phthalate free and tested to strict UK and European guidelines.”

With so much to consider are parents actively researching this category online prior to purchase? We asked Fiona to comment. “New parents are constantly hungry for information and while Healthcare Professionals, family and friends are probably the first port of call for advice, on line information is very important too - especially when parents are awake feeding their baby in the middle of the night, with just their phone or I-pad for company! This is why Dr Brown’s UK Facebook has launched the ‘Mums Nightclub’ to support parents!”

Dean thinks that although online research is evident, new parents also often seek recommendations from reviews or other mums experiences.

“Parents use the internet to research many products before and after the birth of their baby and the feeding category will be no different,” he said.

“Having spoken to many parents at Baby Shows and events, it appears that many will search out reviews of a product before purchase, and will also take recommendations from other mums and family.”

Another area of concern would be colic. Are consumers looking for bottles

that offer an anti-colic aspect within their design? Fiona thinks it’s all about parents feeling ‘prevention is better than cure’. “Bottle feeding parents are realising that ‘Prevention is better than cure‚’ so are now buying clinically proven anti-colic baby bottles and are realising that not all vented bottles are created equal. Parents heavily lean to Healthcare Professionals for advice on effective anti-colic bottles or indeed parents who have been through colic with their little one.”

From listening to parents, Fiona thinks that when it comes to colic, parents are prepared to spend that little more for reassurance. “Parents keep telling us that they are prepared to pay anything for an anti-colic bottle that works. Dr Brown’s has a proven track record of efficacy so the Nursery store will generally get positive feedback from their consumers, when they find the bottle has worked to resolve the issue of wind related colic.”

What about brand names, how important are these to this sector?

“Whilst many parents may use names that they recognise, it is important for retailers to ensure that their customers are educated with new products and brands that come along,” said Dean.

“The baby industry is an ever-evolving market which vital baby are proud to be part of.”

Michele agrees stating “As

Insights into feeding • Tommee Tippee is the 3rd most trusted brand among new and expecting parents (4.3%), behind Pampers, Mothercare and Johnson’s.

• 39% of parents are breastfeeding, 47% opt for formula feeding, and 14% use a combination of both feeding methods.

• For those parents using formula milk, Cow & Gate is the most popular brand (42%), followed

by Aptamil (22%) and SMA (also 22%). everything, brands that are well known have a history of good quality, however new brands entering the UK bottle feeding sector, for example BORRN, can often provide improved benefits.”

Finally, we asked Fiona what benefits can be derived by stocking products from this category. Is this a sector where retailers can up-sell?

“Research shows that most parents are extremely brand loyal when it comes to feeding products - they

start using a specific bottle brand, then will up-size their bottles, buy faster flow teats as baby matures and then move into transition cups and weaning products, not to mention soothers and teethers.”

Dean also feels that up-selling is linked to accessories. “This is a category where natural up-sales can be led into. When using bottles, they have to be cleaned and sterilised and so offering a range of accessories or complementary products is key.”

Clean the eco way with Milton New eco friendly bottle cleaner All baby feeding equipment must be pre-cleaned to be sterilised effectively; milk often creates a white film on feeding equipment that can be difficult to remove especially around the rim of a bottle. If any milk residue is left on bottles it creates a dangerous breeding ground for bacteria to grow.

Miltons’ new Eco Friendly Baby Bottle Cleaner is 100% biodegradable and is plant based, designed to ensure thorough cleaning of babies feeding equipment before sterilising. The transparent gel is fragrance, colour and paraben free, is dermatologically tested and formulated for sensitive skin, making it kind to hands even after washing up multiple times per day. It comes in a 500ml dispenser bottle with push and pull pump, releasing the correct amount of liquid to create a foamy lather for cleaning a range of products, including babies’ bottles, teats, teethers, toys, breastpump components, breastfeeding accessories and family dishes.

Web: www.milton-tm.com

32

nursery today

NEW Every nook and cranny

1

Brush up your bottle cleaning game with Munchkinâ&#x20AC;&#x2122;s Details Brush Set.

cups are essential for Tricky nooks, sippy spouts and slim strawsâ&#x20AC;Ś Sippy imes you just canâ&#x20AC;&#x2122;t somet but kid, big a like drink teaching your toddler to Munchkinâ&#x20AC;&#x2122;s new Details get them quite as clean as youâ&#x20AC;&#x2122;d like. Introducing . issues ng Brush Set, here to solve all your cup cleani hkin Details Munc the es, brush sized ely Equipped with four uniqu tiny or tricky. how r matte no e, crevic every scrub and clean Brush Set will and lid , brush spout , The Details Brush Set includes a straw brush clip. nient conve one on all threads brush and detail brush worry, itâ&#x20AC;&#x2122;s top rack But how to clean the cleaning brush, you ask? Donâ&#x20AC;&#x2122;t dishwasher safe to make your life easier.

Web: www.munchkin.com

Grip collar

4

2

Easy-off cap

Enhanced vent system

ALL NEW Reduce Reflux Bottles.

3

Enhanced bottle design clinically proven to reduce windy colic with Dr Brownâ&#x20AC;&#x2122;sÂŽ unique 100% vacuum-free vent system Avaiable from leading Nursery Wholesalers

www.drbrowns.co.uk

www.nuby-uk.com nursery today

33

focus BOTTLES & STERILISERS

The full monty Silicone, latex, BPA free, anti-colic, extra soft, flexible, air vented, milk duct styled, endorsed, tested and approved – you name the teat feature and Baby Brands Direct have it.

With leading feeding brands MAM, NUK, Lansinoh, Tommee Tippee, Philips Avent and Dr Brown’s in stock, retailers can pick and mix with no minimums from a range of features for their customers with quality assured.

MAM’s bottles are showing strong market share growth figures and come with the ‘Skin Soft’ teat that market research shows a 94% acceptance rate of. Their bottles can also be configured for self-sterilisation and are printed on both sides – having appealing themes and capacity markings. NUK is great for differentiation offering latex teats as well as its silicone Nature Sense teats that just like Mum’s milk ducts have several tiny openings rather than a central hole. Dr. Brown’s is a well-known for countering colic and now appeals to a wider audience with its Options update that allows flexibility of use for with or without the vent.

An extensive range of global brand Tommee Tippee is available too including the refreshed Advanced Anti-Colic range. Retailers can also access the Philips Avent range as well as the heavily researched Lansinoh range with its teats that encourage a peristaltic movement of baby’s tongue supporting a natural sucking rhythm.

Web: www.babybrandsdirect.co.uk

Great idea While you’re bringing up humans, Nuby are bringing up ideas!

Nuby’s Reduce Reflux bottles are designed to make bottle feeding a stress-free experience for you and your baby thanks to the unique, weighted straws that allow your little one to feed in a sitting position, as recommended by healthcare professionals to help reduce reflux, colic and wind.

Furthermore, their mini portable UV steriliser zaps bacteria away without water, microwaves or chemicals, sterilising your dummies in only three minutes! A game changing must-have solution you can pop in your bag or fasten to your pushchair.

Tel: 0191 5190487 Email: Michelle.Allen@nuby-uk.com

34

nursery today

Turbo cleaning Award winning Turbo Pure sterilising unit

by Babymoov Shortlisted for ‘Best time-saving product’ and ‘Best baby steriliser’ in the Loved By Parents Awards this year, there is no safer, efficient way to sterilise and dry baby bottles than with the new Turbo Pure by Babymoov.

Perfect sterilising and drying can be done in one easily activated 38- minute cycle.

Keep your bottles inside the steriliser for up to 24 hours without a trace of contamination! Not only are baby bottles steam sterilised to the core at 95°C , thanks to the addition of the HEPA filter, air within the drying cycle is purified of all humidity and pollutants ensuring the most efficient way to sterilise your baby bottles from start to finish without risk of contamination. Turbo Pure comes with an additional spare HEPA filter to be changed after six months.

Email: sales@babymoov.co.uk Web: www.babymoov.co.uk

Borrn for bottles Borrn (U.K.) Ltd. is a new company that uses advanced technology which focusses on the health and hygiene of the child. These products use food and medical-grade Silicone.

The range from Borrn has been designed completely without exposed plastic elements (twin injection moulding) and are 100% BPA-Free.

Silicone Feeding Bottles: simplified design, very life like shape and size of teats with different flows. Also designed with a squeezable bottle base with wide fit for easy cleaning. Extremely durable and can be sterilised frequently.

Silicone Teethers: safe to use in nine different animal shapes, very soft texture. Perfect for baby biting.

All products use beautiful mild colours in orange and green.

Borrn support both, parents and children on their amazing journey.

Tel: 0208 133 9532 Web: www.borrn.com

Small and portable A handy 3-in-1 drinking adapter from Itsy designed to fit formula bottles and cartons, water bottles and juice cartons all over the world.

Perfect for feeding easily and healthily whether you’re sat on the couch or on top of a mountain!

Available with a choice of anti-colic and orthodontic teats (slow, medium and fast flow) or a sippy cup spout, for ages 0m-4y+.

Email: hello@myitsy.com

Colic be gone Dr Brown’s has over 20 years’ experience helping parents combat windy colic and is launching a new enhanced design bottle in August - Dr Brown’s Options+ AntiColic Bottles.

Not all vented bottles are created equal. Dr Brown’s Options+ unique internal vent system continues to create 100% vacuum-free feeding, which is clinically proven to help reduce windy colic. This is what makes Dr Brown’s the number one choice of UK Health Professionals for the relief of colicky symptoms.

The new breast-like teat shape is correctly contoured for a proper latch and a more natural bottle-feeding experience - perfect for switching from breast to bottle and back again! Each teat is super soft and specially engineered to offer the same consistent natural flow.

Dr Brown’s Options+ grows with baby, allowing easy removal of the vent system when baby no longer experiences feeding problems or parents want the convenience of a teat-vented bottle.

Prevention is better than cure!

Tel: 01538 399541 Web: www.centralmedical.co.uk

nursery today

35

focus

PARENTS INSIGHTS

Parents on the go T This issue Jenny Kieras asks if you are prepared for the demands o of on-the-go parents?

Jenny Kieras Chief Operating Officer Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends.

Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight.

Parents Insights was launched

by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of 4), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents.

For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. co.uk/nurserytoday or call Jenny on 0330 159 6631.

36

nursery today

ew and expecting parents are part of an experienceled, on-the-go generation that is keen to spend time participating in activities with their new baby. Latest research from Parents Insights shows days out to places like the zoo and the beach and outdoor play are the two most popular activities for new parents to do with their children, so it is crucial that brands consider the everincreasing desire for mobility among their target audience.

With parents more time-poor than ever, they are increasingly driven to make purchases that will make their busy lives easier, so recommendations from family and relatives – for whom portability may be less of a priority – are unlikely to carry the same weight they once did. Traditional prams are making way for compact,

N

With parents more time-poor than ever, they are increasingly driven to make purchases that will make their busy lives easier, so recommendations from fa mily and relatives – for whom portability may be less of a priority – are unlikely to carry the sa me weight they once did. multifunctional travel systems, and this represents another challenge to brands who are increasingly finding they lack the relevant data required to put together effective advertising and

marketing strategies that appeal to their customers.

Every week The Insights People surveys 200 new and expecting parents of kids up to the age of four, providing

an unrivalled insight into what this generation of parents are looking for.

We have seen how the range of products available to them has grown when compared to previous generations, giving them more choice when making purchasing decisions and making it harder than ever for companies to compete in what is a changing retail landscape.

One question we ask new and expecting parents is which pushchair and car seat brand they plan on purchasing for their baby, and many of the brands favoured by this generation of parents are already looking to embrace the need for portability with their latest products.

Cosatto, one of the companies shortlisted for the Best Travel System award at this year’s Mother & Baby Awards, increased in popularity by 37% between the end of 2018 and the first period of 2019. Meanwhile Bugaboo, which added the compact Fox to its range of pushchairs last year, recently announced the Ant, a stroller that can be folded into a

footprint small enough for it to be used as hand luggage on many airlines. Brands and manufacturers that aren’t embracing this trend run the risk of getting left behind.

On-the-go feeding also crucial It is not just pushchairs and travel system manufacturers that need to consider the demands of this generation of parents. Earlier this year we began collecting new data on the types of foods parents are feeding their babies, from birth to 6 months old.

Our figures show interest in bottle feeding remains strong, with the majority (47%) of parents choosing this method, 39% breastfeeding and 14% combination feeding. This means the majority of parents feeding an infant less than 6 months old while out of the home will require an array of products – be it bottles, sterilisers or a breast pump – so portability remains key here too.

Portability when feeding older children is important too. This

generation of parents are increasingly value-focused, with our data showing they are placing less emphasis on quality and more on value-for-money.

Parents are also increasingly preparing food from scratch, and of the parents of kids age 6 months to two years who are currently weaning their child onto solid foods, homemade options are the top choice (43%). Products for transporting and feeding solids while out and about are necessary for the large proportion of parents who are opting against using pre-prepared, packaged food, so there is a clear need for baby feeding products to be multipurpose, and just as useful outside of the home as they are within it.

How we can help The data we collect from surveying 10,000 new and expecting parents each year highlights their changing attitudes, behaviour and consumption habits, and the insights we give our clients helps them develop all aspects of their business strategies, from product development, to marketing, to retail.

Identifying gaps and areas for improvement in these strategies is crucial to maintaining an edge in a competitive retail environment. We recognise the need for manufacturers to cater for a generation of parents who are increasingly on the go, and we will be adding more questions to our real-time data portal as we continue to explore this growing trend – and others in the parents’ ecosystem.

To download a complimentary Parents Insights report please visit www.parentsinsights.co.uk/ nurserytoday, and to learn more and schedule a meeting, give Nursery Today’s Christine Contreras a call on 01442 289936.

nursery today

37

social media ROSS HEWITT

Light up the darkness This issue Ross Hewitt takes a look at the use of the internet and how this business battlefield has shifted over the years. sigh*…the internet…I’ve been using it now for 25 years and back in 1994 it was the digital glue that promised to bond the m model of humanity.

Sadly, it has brought out the worst in the collective ‘us’. It has given a ‘voice’ ‘v to so many that should have r remained shrouded in ignorant s silence.

It has become a cauldron of h for some and a chalice of hate a arrogance for many.

It is the playground of the phishing and hacking criminal, the bully’s third fist, the coward’s heroic ‘voice’, and the exponen exponentially growing death knell hi h streets. off our high

* M an a g in g , t it w e H Ro ss t Pi e an d ’. e r c e S f o D irec to r vvy S oc i a l M e d i a ‘S a 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 fo r a y into o f M a rket in g & a s H e a d r S ilver C ro s s in in c e fo E c o m mer set up S ec ret Pi e e g 2 0 0 8 . H d h a s b een h e lp in n a d ve 2 0 10 un d an d lo fo t e g s t n c li e 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 :

38

nursery today

That is sometimes how I feel.

Usually after one of THOSE days when every troll, gremlin and grumbling cyber-nob have all posted and tweeted about something that’s not quite right for them with things my clients have made or done.

It’s sometimes a Monday when this happens, but also increasingly any day of the week and at any time of the day . The wheels aren’t round enough, the suspension isn’t suspensioney enough, the handlebars don’t suit my 7’11” husband, my 48lb baby doesn’t fit in the carrycot and he’s only 6 weeks old…

Yes, dear reader, I am writing this after a run of entitled Millennial snowflake wrangling.

But if I push the little button behind my ear and reboot the brain, then I am reminded that the internet is also the great leveller for the modern brand and retailer. It is the people’s megaphone and the medium that records our souls as we tumble down the rabbit hole towards a brave new world. It is today, and it is certainly tomorrow. The genie won’t go back into the bottle. It is not going to go the same way as CB radio.

The business battlefield has shifted,

and hearts and minds can now be won digitally through enchanting storytelling and glorious photography and video. Creativity is king in today’s commercial war, and not every business is suited to fighting with colours and poetry, so here are a few free services that will help you to get tooled up and raise your visual bar.

Pablo It amazes me that you can use Pablo for free and without having to create an account. Pablo exists to give you the ability to make stunning social media sized images with your own title, body and caption text. Choose from a library of thousands of excellent free stock photos, select whether you need an image for Pinterest, Instagram, Facebook or Twitter, add your text (or just grab the photo), play with colour filters and then download your finished creation and get sharing. You could run your entire social media visual plan by just using Pablo.

Canva Not every business has a graphic designer available all the time, and Canva gives you the ability to create your own marketing visuals by using a huge catalogue of templates and images. Think Photoshop for dummies. You can upload your own images to keep it personal and on-brand and within minutes can create perfectly sized social media cover images, visuals for posts, profile pics right through to laying out your own magazine. It takes a little bit of getting used to, hours not days, but will unlock a new dimension of quality to your content. Again, it is free to use.

Biteable I’ve written previously about the importance of adding videos to your content plan, and I know it can still be a little bit daunting for some of you without the budgets to bring in external help. Well, for $99 a year you can sign up for the Premium plan on

The business ba ttle fie ld ha s can sh ifted , an d he arts an d m in ds no w be w on digitally th roug h en ch anting story- te lling an d

o. glorious ph otog raph y an d vi de Biteable.com and use their library of video and animation clips and stitch together a great movie yourself in a matter of minutes. The service includes a very simple to use video editor that lets you add text and captions, as well as a decent sized library of royalty free music. There is a free option but the $99 removes the biteable watermark and allows you to

download the finished video files for you to use elsewhere on the web. This is probably my online find of the year so far.

We work in the most beautiful industry, and we should be fighting the trolls with rainbows and splendour and all of the above will help to add some visually splendid pixie dust into your arsenal.

The Winnie the Pooh Dreams and Wishes nursery furniture set is perfect for families with Winnie the Pooh in mind, and features adorable illustrations of Winnie and friends, co-ordinated delightfully throughout all items in the set.

Beautifully designed and built to last, the furniture set includes a cot bed, under drawer, closed changing unit and spacious double wardrobe, all packed full of convenient storage solutions to give parents a much needed helping hand in organising baby’s room.

Dumbo Sketch

Dumbo Don’t Fly Just Soar

Dalmatians

Winnie The Pooh Hug Me

Minnie Mouse Hearts

nspirational thinking

The Disney Inspire cot bed thoughtfully combines clean and contemporary design with the delightful addition of Winnie the Pooh, Minnie Mouse, Dalmations or Dumbo illustrations.

As your child grows, learning to sit and stand, the mattress base can be lowered, with three base heights available in total, providing extra security and reassurance. The cot bed then JVU]LY[Z LќVY[SLZZS` MYVT H JV[ VM [OL OPNOLZ[ quality into a cosy and stylish junior bed.

®

www.obabytrade.co.uk 01652 641490

nursery today

39

focus BACKPACKS Image courtesy of Pink Lining

On the back of it Backpacks are currently trending, not just as adult changing bags, but kids are also engaged and loving a backpack world! he changing bag sector is constantly a follower of fashion, with the trend currently leaning toward backpacks.

Richard Trott (Managing Director, WHL/Pink Lining) has noted this shift. “We have seen a definite move towards backpacks as the changing bag shape of choice. We are finding that Backpacks are taking an increasing share of our overall changing bag business.”

Annabelle Cording (Marketing Manager, Babymoov) agrees and feels that brands are keeping in line with this, combining fashion with practical parenting stating “Why shouldn’t parents look good with their baby accessories too!”

We asked Richard to elaborate further as to why consumers are buying into the backpack trend in comparison to the more traditional handbag style.

“Consumers have historically sought out bags that could pass for fashion handbags, but now backpacks are very much the shape du jour! This could be in part that it is more common and more expected for dads to do their fair share of changing nappies when out-and-about with baby, so the bag needs to be one they feel comfortable wearing.”

The changing dynamic of this sector has always been followed closely by manufacturers, with one notable being the need to produce bags that are considered vegan friendly. We asked Annabelle for her thoughts. “I think we are all aware of our individual impact on the environment, veganism is becoming more and more educated on and taken up on and will show a steady increase in further vegan products outside of foods. We are ourselves looking into this possibility of vegan leather.”

Richard agrees, stating: “Our customers are a lot more environmentally aware now, and want to seek a vegan alternative that doesn’t involve animal skin wherever possible. This coincides with a trend towards adopting a more vegan-inspired lifestyle with regard to diet and other lifestyle choices.”

This brings us onto the fabrics that are used to produce these type of bags. How important is this?

“I think it depends on the target market. For someone who wants a low budget bag then not so

T

40

nursery today

much,” commented Annabelle. “For someone who wants the best design and to use as an extension of their personality, then a higher ticketed item is preferable and therefore durability is key in the look, feel and function of the bag.”

Is this a sector that is dominated by brand names?

We asked Annabelle if she felt that brands names were important when we look at the backpack changing bag category. “I think it varies here, for some price is the most important thing and therefore brand is not important but practicality and something that looks good,” said Annabelle. “For others the changing bag is an accentuation of their fashion choices and they want the best in the baby industry and sometimes the most expensive. I do think for the majority though, brand is becoming less and less important where there are more brands creating similar styles/replicas.”

With parents now searching the web for information, is this a product category that is researched online prior to purchase? “Some research does go into this category, but not as much as a highchair, crib or buggy,” Richard told Nursery Today. “There is still a sense of choosing their favourite brand/shape/colour on the spot. The choice is more fashion inspired in the same way as when buying clothes or fashion accessories.”

Are expectations when buying a backpack changing bag the same as those who are looking at the added pockets, change mats, etc. that come with a handbag style changing bag? We asked Annabelle for her opinion. “Yes, our parent survey carried out as research before developing our new range asked parents about having essentials included in the bag that co-ordinate with the bag with many stating they wanted 3-5 accessories.”

What are the main benefits that parents experience when using this bag? We asked Richard if he felt this may be a reason why they have grown in popularity. “From a practical perspective, these bags are capacious inside and most importantly comfortable to wear. The hands-free nature of the bag is perfect for busy parents and when there is more than one child in

“ C on s u mer s h ave

h isto ric a lly s ou g h t out b a gs t h a t c ould p a s s fo r fa s h ion h an d b a gs , but n o w b a c k p a c k s a re very muc h t h e s h ap e du jou r ! ” Richard Trot t, Pink Lining

the family. Plus parents feel there is longevity in these bags, including of course that they will continue to use them post-nappies.”

Backpacks though aren’t just limited to the adult world! There is evidently a desire among toddlers and small children to also be followers of fashion!

We asked Richard White (Product & Marketing Director, LittleLife) whether parents who are buying backpack changing bags, if this has also assisted in the popularity of kids backpacks who may wish to mimic the parent in style? “In terms of outward looks of the bag a child would rather become that imaginary creature than use a plain coloured practical looking bag. However children are keen to harness the excitement of preparing for a day out by mimicking their parents’ packing of essentials into a bag.”

So, are there any notable trends emerging also with regard to kids backpacks? “Yes, bright colours, prints and playful design are key current trends.”

Finally, as parents or gift givers are the main purchasers of kids backpacks, are they seeking added features, for example, additional pockets, safety reins, etc.? Richard White feels it is a case of safety and simplicity with regard to design. “We feel the safety rein is a key feature that parents, carers and grandparents are looking for. In terms of the bag itself it is important that it is simple and fit for purpose especially as it is not big and added features would clutter the design and detract from the charm of the character it is portraying.”

7+( 7 5 $9(//(5

[ ¸ ¹ E b?Hb? ? >h * b b& ¹

7+( RUJDQLVHU

ʎ

ʏʖ[

ʐ

* ¹ ² * [ ʫ * > > h [ * ¹ [ *

ţĨċŸìŐŖÆġ ÆŞŞÆâĈħìĨŞ

èìŖċĂĨìè āĮŐ ŞŐÆŸìġ

ŹÆŞìŐ ŐìōìġġìĨŞ

ċĨŖţġÆŞċĮĨ âĮħōÆŐŞħìĨŞ

VHDUFK /H &KDPSV (O\V©HV VKRXOGHU EDJ DW

¹ a h h ² ʲ h ʲ Y

1XUVHU\ 7RGD\ &KDPSV (O\VHH DG LQGG

focus BACKPACKS

Practical quality In the process of creating their new changing bag duo range, an independent survey of parents revealed that practicality, capacity and quality were the three most important elements of the perfect changing bag.

Babymoov have launched two new premium bags this summer, one of which, an extendable capacity backpack designed with perfectly placed features and all of the baby changing essentials needed to leave the house with your baby, feeling confident about the day.

A luxury changing mat zips open from the front with organised pockets for all baby changing accessories while an XL insulation compartment on the reverse is easily accessible from outside of the main bag and cleverly padded for comfortable wearing. Le Sancy’s urban silhouette is effortless in style including adaptable to any situation and either parent.

Email: sales@babymoov.co.uk Web: www.babymoov.co.uk

On the go parenting

p The modern look and feel of the Skip Ho Paxwell Changing Backpack, combined and with its extra wide opening capabilities interior mesh pockets for easy to see organisation, make this the perfect ents. changing bag for on the go par -to-access items (such as

Bebecar have your back New for 2019, Bebecar’s changing bags include Backpacks, to offer more choice and flexibility to customers choosing a bag to match their pram. nt

e a stain-resista They are available in all Magic fabrics, which includ the quilted ing includ s fabric rette leathe als Speci treatment, and pastel designs. large zipped compartment The Backpack has adjustable shoulder straps, a t. A travel changing mat is with an internal pocket, and a zipped front pocke also included.

Tel: 01692 408801 Email: sales@bebecar.co.uk Web: www.bebecar.co.uk

42

nursery today

ler, quick Featuring four inner pockets to store smal car keys, baby wipes or telephone) and the nylon-feel main body is water resistant to cope with even the rainiest of day – plus it wipes clean too!

Feeding ready in a flash, this backpack also includes two quick access, insulated side bottle pockets.

The adjustable cushioned shoulder straps provide extra comfort and included padded changing mat means that parents can quickly sort any little situations that arise whenever and wherever the time strikes!

Email: ukoffice@skiphop.com

Familiar characters. Fresh prints T O D D L E R B A C K PA C K S

The original toddler backpacks are changing. Be the first to stock the new designs, contact us today. e: sales@littlelife.com | t: 0118 981 1433

focus BACKPACKS

Add a bit of roar ur just got real.

LittleLife’s beloved Dinosaplates rising vertically along its back

With a scaley dinosaur print and kite-shaped s was no longer extinct. you would be forgiven for thinking the Stegosauru portant parent safety rein is Retaining its LittleLife charm and quality, the all-im capacity for little treasures. e storag litre 2 a fully tested and the backpack boasts cute front claws brings it to and shell s ginou cartila d printe t The Turtle’s vibran or exteri to keep it looking as life and parents will love that it has a wipe clean compliant with British safety and tested good as new after little adventures. Fully are secure. ones little that s mean rein standards, the parent’s safety Email: sales@littlelife.com

Time to explore

d hard back Red Kite’s range of soft an er holidays and packs are ideal for summ t. family days ou r fabulous themed Kite offers a choice of fou

The range from Red imagination. backpacks to engage baby’s rd & Bumble come in two choices; Ladybi Their Pod Pack and Reins walking rein, e abl ach det a features such as Bee. With a whole range of er straps, storage ded and adjustable should grab handle, breathable pad e to get the sur Pod Pack and Reins are space with handy pockets the summer party started. osaur and of explorers there is their Din For the more adventurous ture the same fea ed for fun, these back packs Mermaid back packs. Them and summer rs lore exp e reins. Perfect for littl and ks Pac Pod or as s litie qua e memories! adventures. Let’s store som baby.com Email: enquiries@redkite m .co aby teb Web: www.redki

Wearable wonder Pink Lining rucksacks continue to be a top seller due to their versatility, capacious and well-thought out interior and fashion exterior.

The award winning Wonder Bag can be worn over the shoulder, as a back pack or clipped to the buggy and has all the dividing pockets and pouches needed for both parent and child essentials including insulated inbuilt bottle holders, thick padded changing mat, nappy pockets, wet zip bag (to keep soiled babygros separate), pen holder, key loop and mobile phone pocket.

Their Vegan Leather Shoreditch back pack is proving just as popular, especially in the style stakes with the choice of colourful straps to accessorise with.

Web: www.pinklining.com

44

nursery today

new!

Sponsored by

Prevent leaks With a seamless design, this potty covers all areas.

Live the dream

New Baby, New Ranges from Lesser and Pavey red in the baby dream clouds of joy

Dreaming of being a parent is captu Lesser and Pavey as part of for a little one. This is a brand new range from s Design Gallery.

Heart from the Mad Dots Baby range is licensed one to the proud parents little new the mes welco Pink and blue the range in wording ‘hello Baby Girl’ and ‘hello Baby Boy’. character of the new The other new range features a charming elephant Pavey design and r Lesse use in-ho the by Bird and Ellie range designed ble young adora an of ations illustr tful deligh a with team. This time illustration main The elephant sat holding a love heart of pink or blue. and bird ness happi , hearts in love and surrounded by images of warmth in sive exten more is range This l. arriva new the song all welcoming oo bamb box, ry memo offering photograph frames, my first money bank, used be to cup e handl two china ne fi feeding set and trinket box as well as as the little grows up.

Quick set up and easy to use. Simply remove the collection pot for easy cleaning. Flip the lid closed and your little one instantly has a step-up to the adult toilet (when the time comes!), and easier access to the sink to wash their hands.

WHAT PARENTS LOVE • Seamless design to prevent leaks & flip lid.

• Integrated splash guard.

• Removable bowl for easy cleaning.

• Step stool for added product longevity.

Web: www.summerinfant.co.uk

Tel 01322 279225 Email: sales@leonardo.co.uk Web: www.leonardo.co.uk

Time to splash about

r with Get children water confident this summe About. new Float Wings from Splashwith the chest support of its

ands Splash About has combined traditional armb Wings. These brand new Float e creat to multi-award winning FloatSuits fically designed as a safe way for puncture-proof foam Float Wings are speci e in water. children to have fun whilst gaining confidenc & Dragons es Castl s; print great two in now Available and Unicorns & Rainbows. chest The foam floats in the arms and across the l tiona tradi e unlik and vable remo nonare armbands, cannot be punctured. The Float Wings provide UPF50 sun protection to vulnerable shoulders as a Nylon Lycra vest secures the wings in place. To wear, simply pull on the arms, slip the vest over your child’s head and fasten with the rear 3-point adjustable locking buckle.

Splash About’s Float Wings conform to CE European Standards and are available in one size, suitable for children aged 2-6 years. The soft weave of the Nylon Lycra fabric adds extra comfort for sensitive skin and causes less chaffing, but the durable foam floats will last wear after wear. Ideal for the pool at home or on holiday and with matching swimming costume or board shorts to complete the look!

Dream Big in the Snüz Teepee Snüz continues its mission to help parents create dream nurseries and playrooms with its latest style icon.

Introducing the Snüz Teepee, a beautifully made, roomy play tent, which is sure to spark imagination and enhance creative play.

Like all products from Snüz, the new Teepees have been expertly designed, creating the ideal play space. It will absolutely add the finishing touch to every nursery or playroom. Designed with a 5-pole structure for extra stability and a high-quality canvas cotton cover, the new Teepees provide the ultimate setting for hours of imaginative play as well as a cosy spot for reading

and napping.

There are three gorgeous styles to choose from including, Black Striped, Grey Striped and Cloud. The Teepees are easy to assemble and store. Each comes with a handy cotton travel bag, so your little one’s new favourite play den can come along when away from home.

Web: www.snuz.co.uk

Web: www.SplashAbout.com

nursery today

45

BPA notice board Market insight Jenny Kieras of The Insights People gave an interesting snapshot into UK families, how they interact with technology and media; and things to consider when targeting marketing campaigns. She explained that there are around 700,000 births each year in England and Wales born to 19 million families. Millennials (those aged 22-37 years) represent 73% of all parents – and interestingly, for the first time this year statistics show that 100% of all families are now connected to the internet (often by mobile devices). There has been a remarkable increase in ownership and usage of voice technology, wearable tech and interactive television in

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

Great event – if slightly disappointing turnout!

Turnout for the Association’s AGM and networking event in June proved extremely disappointing and despite the best intentions of many members, illness scuppered the day.

However, those attending – including colleagues from Nursery Today magazine – enjoyed two extremely informative presentations and the chance to catch up and network over drinks.

Membership benefits Luke also highlighted the activities and benefits for members which includes the opportunity to participate in UK Pavilions at international trade shows – currently CBME in Shanghai and Kind + Jugend in Cologne; and also favourable membership providers. Full discounts for selected industryy service p be can these of details found on the Association’s website at www.thebpa.eu

Can you claim £000’s in tax?

Richard Armstrong and Steve Thomas of Catax explained how, whatever your business, there is a good chance that you have Research & Development activity (you may well have not considered and are not aware of) that could result in significant tax rebates. He gave examples of diverse business models from sheep farmers and solicitors; to football clubs and jewellers which all resulted in large government refunds.

To qualify, SMEs must have a turnover of up to £100M, have 1-499 staff and under £86M fixed and current assets. When deliberating whether you have used R&D

46

nursery today

which may be eligible for rebate, Richard explained: “Ask yourself – would a competent professional working in my field be able to readily deduce and find a solution to a technological problem? If the answer is ‘no’ then you probably have R&D activity.”

The Baby Products Association is currently in discussion with Catax for members to receive R&D tax advice and reduced rates for using its service to implement the claims service.

Members will be informed once this agreement is in place – and more details will be available on the website at www.thebpa.eu

the last 12 months introducing ‘Generation Speak’ with 22% of all parents and 30% of those aged 25 and under actively using voice technology.

When making purchase decisions, family remains the main source of parenting information, whilst younger parents (under 35) utilise search engines as much as friends. YouTube has almost doubled in popularity with 38% of parents using it to seek advice; whilst Facebook Groups are also increasing in popularity with 38% of parents using. Podcasts are growing significantly particularly in terms of trust, while website use has fallen by a fifth in comparison.

Overview of the year to 31st December 2018 Chairperson, Luke Burns, presented members with an overview of the year’s activities including changes to the executive board. Whilst Luke retained his position for another year, Andy Crane from BabyStyle stepped into the role of vicechair replacing Daniel Lucas of We Made Me. Rachelle Harel of RHSM Group became treasurer, whilst the committee extended a sad farewell to Andrew Ratcliffe who retired from Dorel and also almost 20 years serving on the Association’s committee as both chairperson and treasurer.

The Association’s Technical Committee continued its work reviewing the progress of standards in development by BSI, CEN and ISO and new members welcomed to sit on this board were Julie Pentney of Turner Bianca and Mark Swift of Cosatto.

Looking ahead The Association’s committees have discussed a number of initiatives which they hope to implement in the near future.

These include re-branding to give the Association a fresh, modern image; publication of a car seat safety brochure; professional compliance support for members; continued communication with the Department for Business, Energy and Industrial Strategy (BEIS) regarding the revision of the Furniture and Furnishing (Fire) (Safety) Regulations; a charity partnership to despatch members’ NOS (New, Old Stock) via aid workers to benefit those in some of the world’s poorest countries; and to increase the Association’s profile with an increased advertising campaign.

This AGM saw a change in committee for the coming year with Luke Burns stepping down from chairperson and Andy Crane moving into this role from his previous position as vice chair. We would like to thank Luke for his dynamic approach and enthusiasm over the last three and a half years. Marc Hardenberg of Hardenberg&Co Ltd becomes the new Vice-Chair.

Buyersdirectory

Business for sale Due to retirement by the current owner, Pram and Toy Centre is for sale.

This well established family business which has been trading since 1928 has an impressive level of profitability.

The business is to be sold to include all stock, with a large customer base travelling to this store from all over the country.

Sold with parking spaces available at the rear of the property, the shop is situated in the centre of Birkenhead, where there is a busy shopping centre located just a few minutes away.

Contact the owner for further information on the below: Tel: 0151 647 4444 Mobile: 07765488936 Email: pramandtoycentre@aol.com Coordinated Bedding

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:-

Baby Clothes • Caroline Jane International ltd • Dandelion baby clothing • Spanish design pastel babywear • Designed in the UK • Manufactured in Portugal.

• Garments essential for all seasons • Made from 100% Cotton and gorgeous Knitwear.

Telephone: 01908-690726 / 01455-844469 Email: sales@dandelionclothing.co.uk Website: www.dandelionclothing.co.uk

Wholesale

• 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 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

T h e r i g h t c h o i ce fo r a s a fer, b et te r n i g ht ’s s l eep …

71 % o f b a b ie s s le pt f or ov er 6 hour s at a t i me when us i ng a Groba g * 86 % o f p a re n t s f e e l t h a t G robags are bet t er qual i t y t han ot her si mi l ar produc ts * 80% o f p a re n t s co n s i der G robag t o be t he s af es t brand of B a by Sl eep B a g ** (and they ’re r i g ht!)

T he onl y B aby Sl eep B ag re commended by T he Lul l aby Tr us t

On e Le s s T h i n g To Wo r r y Ab o u t T he new Autumn/ Wi nter ’ 1 9 col l ec t i on i s avai l abl e n ow *320 respondents, Grobag Satisfaction Survey, August 2018 **897 respondents, Baby Sleep Bag Safety Survey, February 2017