Nursery Today July 2021

JULY 2021 ISSUE 10 VOLUME 24

Welcome to the family Maxi-Cosi’s new best-selling car seats

e l b u o r t e l doub

ATLANTIC TWIN This light double pushchair will transport your children from birth up to preschool age.

Usable up to 36 kg

your possibilities Sales enquiries contact:info@hauckuk.com www.hauck.de/en

contents

30

Re g ul a r s

News 6 r Profile 12 Retaile rs Shop/Supplie 25 Talking Snapshot roducts 44 New P

by Products 46 The Ba Association

Contributors

the team

14 Barking Mad Pramland’s John Barker talks a tale of caution.

Editor Penny Franks penny@lemapublishing.co.uk

21 The Insights Family Nick Richardson explains why as the country opens up once more, consumer shopping habits are shifting again.

Ad Manager Christine Contreras christine@lemapublishing.co.uk

26 Online4baby

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

Production Director

Online4baby’s Managing Director, Christy Foster takes a look at business beyond lockdown and logistics.

p16

32 FanFinders Adam Gillett discusses their recent acquisition of The Best for Baby and why valuable content matters in the buyer journey.

Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Features

Managing Director Mark Naish mark@lemapublishing.co.uk

16 Bottles & Sterilisers 30 Out and About

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

36 British by Design 38 Bedding/Sleep Bags

Circulation Robert Thomas robert@lemapublishing.co.uk

p36

42 Dolls Prams

Cover Story 10 Maxi-Cosi This month Maxi-Cosi are celebrating their new best-selling car seats.

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

www.nurserytoday.co.uk

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editor’s letter Time to consider entering the BANTAs or Concept & Innovation Awards

I

’m not sure if I’m alone, but July this year is already feeling a strange month (and I’m not talking football), as it will see the end of many lockdown rules across our four nations with them either being eased further or lifted altogether.

Current regulations in England will end on the 19th July (although it will be advised that face coverings should still be used in crowded settings, for example public places or transport). A review however is expected to take place in September to assess how prepared the country is for autumn/winter.

Scotland will, again from the 19th July, not be lifting all restrictions, but will have a revision to rules with a review to take place on the 9th August at the earliest, while Wales are looking to lift nearly all current restrictions on the 7th August and Northern Ireland have announced that after a review on the 22nd July, current restrictions should be further eased on the 26th July.

With each nation of the United Kingdom operating on an individual basis, it can be confusing for everyone as to what the rules actually are (especially for those who may be travelling - reps as an example - across each nation’s borders).

However, the good news is that with the lockdown set to lift in England on the 19th of this month (providing we don’t see a u-turn before the 19th!), it does look extremely promising that we will finally experience Harrogate Int. Nursery Fair opening their doors once more to visitors in October (as an example, The Home & Gift Fair in Harrogate will also be re-opening their doors this year to visitors on the 18th July, details can be found at www.homeandgift.co.uk).

The Harrogate Int. Nursery Fair is also the home of the BANTAs and Concept & Innovation Awards. Now is the time to focus on submitting your entries!

The BANTAs organised by The Baby Products Association have long been a coveted trade award and for many years been a focal point of the nursery fair, with products being judged on many levels, including safety, functionality, desirability and value for money. Entry forms can be downloaded at www.b-p-a.org with the deadline date being 5pm 17th September. Julie Milne, membership & technical manager for the Association stated: “The BANTAs are

very different from consumer awards, because they take into account specific elements of a product that the judges believe will make them retail effectively – as well as being safe and desirable to the consumer.”

The Concept & Innovation Awards (again organised by our industry trade association) will also feature once again at the nursery fair with entries being invited from anyone with an interesting and unique baby product idea – this could be from companies already working in the sector, university students or mumpreneurs (and dadpreneurs!) – the only criteria is that the product must not be launched into the market place prior to the trade show in October. Again entry forms can be downloaded from the website at www.b-p-a.org with a closing date of 27th August. Commenting on these awards the Association’s Robert Anslow said: “As a trade association we are keen to promote excellence and innovation in the nursery industry and these annual awards encourage this.” Adding, “Over the years we have been presented with some extremely interesting and innovative ideas. Some of these proved to be too ambitious in terms of manufacturing costs and realistic retail prices and there are always concerns about how some of the designs will be able to comply with rigorous testing and safety standards.”

So what does the July issue of the magazine bring this month? You will find among the pages of this issue many product categories and we shine the light on bottles & sterilisers (page 16), products for when out and about (page 30), products that are British by design (page 36), bedding & sleepbags (page 38), dolls prams (page 42) and a host of New Products (starting over on page 44).

You will also notice our Cover Hero is Maxi-Cosi.

Maxi-Cosi are one of the most trusted brands consumers turn to when they want comfort for their child and above all, safety. It’s therefore of no surprise that their newly launched 360 Family of car seats are already wowing consumers with convenient rotative capabilities and clever technologies. You can read all about the range by simply turning to page 10.

www.nurserytoday.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

The end of lockdown is nearing!

Happy reading.

nursery today

5

news

Sponsored by

Restart

with

With preparations for the restart edition of Kind + Jugend 2021 well underway with nearly 180 companies from around 20 countries exhibiting in hall 10.2 of Koelnmesse from 9 to 11 September 2021, together with the @home digital platform which will also show exhibitor information and presentations. Oliver Frese, Chief Operating Officer of Koelnmesse stated: “It is important that we lead the way for the industry,” adding “The restart marks the beginning we are all waiting for. Thanks to our #B-SAFE4business hygiene and safety concept, in accordance with the current coronavirus protection ordinance, the focused event of 2021 is an example of how trade fairs can look and function.”

The restart edition of Kind + Jugend 2021 will be implemented in hall 10.2 in a way that facilitates easy compliance with distancing and other hygiene rules. With the help of an app, visitors will also be able to avoid crowds and have a comfortable visit all the way from the car park to the fair grounds. Admission tickets for visitors and the media will be available exclusively online. This also applies to exhibitors and all service providers. Beginning with the trade fair season in autumn, admission to the trade fair grounds will only be granted to those who have been fully vaccinated, have recovered from COVID-19 in the last six months, or have a current, negative test result. Koelnmesse will provide information of how this proof must be provided and the applicable requirements in a timely manner.

Companies that are not be able to attend the trade fair this year will still have the opportunity to participate with their own stand through the “Remote Booth Plus” programme. Booking this stand model includes many services such as stand personnel, who handle the company’s products and ensure direct contact with the industry.

For further information visit www.kindundjugend.com

Mamas & Papas

steps up International expansion post-Brexit Nursery and childrenswear retailer Mamas & Papas is stepping up its international growth after signing new overseas partnerships across Central and Eastern Europe.

The Huddersfield headquartered company, which designs and manufactures travel systems, nursery furniture and children’s clothing, said the agreements were part of its long-term ambition to build Mamas & Papas into the “global nursery brand of choice”.

Mamas & Papas, which already sells in multiple European markets, has signed distribution partners and agents in a total of 10 countries, including key markets of Russia, Poland and The Czech Republic. It is also close to singing agreements covering a further five countries in the Balkan Peninsula.

The company, which is exploring similar partnerships in the Far East and Middle East, said it planned to double overseas sales to the region over the next year.

M&P recently reported strong trading across its store portfolio and online business following the re-opening of non-essential retail in April.

Silver Cross

launch exciting new digital platform

New digital platform The Edit will feature content across six main categories – Pregnancy, Parenting, Travel, Lifestyle, Fashion and Interiors – providing expert advice and inspiring content.

The categories have been chosen to appeal to both new and expectant parents and include relevant content to reflect their interests, wants and needs.

New articles will be added to The Edit on a regular basis, providing the advice and support parents really need, plus a whole lot of inspiration and escapism.

David Abbott, Director of Marketing at Silver Cross, says: “We’re delighted to announce the launch of The Edit – our new parenting platform. Silver Cross has been listening and talking to parents for over 140 years and with that comes a wealth of knowledge and experience. We hope The Edit will become the new go-to destination for new and expectant parents, where they can seek advice, support and inspiration. We’re excited to be working with experts across the fields of pregnancy, parenting, travel and lifestyle to offer our audience a range of insightful and inspiring content.”

Discover The Edit at www.silvercrossbaby.com/the-edit/ 6

nursery today

Etta Loves Appoints Nion Sensory baby brand, Etta Loves has appointed Nion PR as their incumbent agency in the UK. The agency will be responsible for operating a full press office and influencer marketing facility as well creating new product campaigns for the beloved brand.

The Etta Loves range includes muslins, playmats, blankets, comforters, everyday essentials all designed to support babies visual and cognitive journey. As well as working with specialists in this area across the media and on third party campaigns, the agency will also be working closely with Etta Loves’ resident orthoptist.

The Etta Loves PR team will be headed up by Director Nikki Fox, and supported by Account Manager Aida Ghazlan.

www.nionpr.co.uk www.ettaloves.com

New Northern Sales Manager for Toynamics Toynamics UK & Ireland appoints Nick Rushton as Area Sales Manager for the North. Nick’s role will focus on driving sales forward with independent accounts and growing and developing business across the Toynamics’ exciting toy and nursery brand portfolio, including Hape, Skip Hop, Nebulous Stars, DinosArt and Nanoblock. His remit will cover new business development as well as nurturing existing business.

David Allan, MD at Toynamics UK & Ireland, says: “We’re delighted to welcome Nick as our new Area Sales Manager for the North. His role is vital to the expansion and development of new business and growth within independent accounts across the Northern territory.”

Nick can be contacted via email: nick.rushton@toynamics.co.uk

Kabode lines

up expert team As one of the leading suppliers to the nursery retail industry, Kidcentral will be a key part of bedding manufacturer Kabode’s strategic plans to sell the luxury organic bedding ranges through independent and specialist retailers.

The launch marketing and PR strategy is being managed by Heidi Steel, a consultant with extensive experience working with nursery brands, from Purflo to The Gro Company. An expert in the infant sleep category, Heidi will steer the brand to raise consumer awareness and drive sales.

With this expert team, and recently securing the Loved By Parents top Gold Award, and stock available to order now, things are looking bright for Kabode’s next chapter!

www.kabode.co.uk

Best Baby Bottle

for NURTURE Vital Baby’s NURTURE breast like feeding bottles have won another GOLD Made for Mum’s award, making them the proud owner of the “Best Baby Bottle” title and defeating UK market leaders in this category for two consecutive years.

For further information or to view the full Vital Baby range visit www.vitalbaby.com

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ˆˁ˂ˊʷ˂ˁ ˖ˢ˟˟˘˖˧˜ˢˡ

Grows with baby, from nursery to toddler’s bedroom.

icklebubba.com

Snowdon 3 piece classic set & The Cosmic Aura Collection 10 Piece Nursery Starter Set

news

Sponsored by

Hippychick’s a smooth operator

Julia Minchin, Founder and Managing Director of Hippychick, a 3 million turnover baby and toddler business based in Bridgwater, Somerset, is always keen to raise the company profile locally.

And that’s why, Julia is excited to reveal that Hippychick has teamed up with Chard-based C & D South West, a third-generation family owned logistics company providing distribution to clients for over 30 years, to brand one of their fleet with Hippychick’s distinctive livery.

www.hippychick.com

Award winning carrier is back!

LÍLLÉbaby is excited to announce that it is back and available in the UK. The award-winning baby carrier brand joined the Thrive family of Moby and Petunia Pickle Bottom earlier in 2021. Its’ partnership in the UK with distributor blink24 is now extended to include supply to independent nursery stores via Lille Baby and Me. Rooted in the Scandinavian values of quality of life, honesty and a love for nature’s beauty, LÍLLÉbaby’s mission is to empower families with comfortable, innovative products that inspire adventures and nurture the bond between parents and their children.

The company’s focus is on comfort and adjustability and continues to work towards making sure it provides beautiful, ergonomic options for ALL bodies, circumstances and growth stages.

For more information please contact:

info@lillebabyandme.com | www.lillebabyandme.com 8

nursery today

A new

BabyBjörn is born The family-owned Swedish company BabyBjörn is launching the next generation of baby carriers. Decades of listening and learning from families and experts on babywearing have resulted in Baby Carrier Harmony, which has already been recognized for its design.

New baby carrier Harmony is making its debut during the company’s 60th anniversary, celebrating six decades of love, care and closeness. Babywearing has been a strong part of BabyBjörn’s DNA since the early ‘70s.

A baby carrier lets parents keep their hands free while holding their baby close to their heart, a wonderful place for little ones. Harmony is an ergonomic and versatile baby carrier made in soft mesh with jersey details. It is cool, cozy and comfortable for both the baby and the parent.

The Harmony baby carrier can be used from birth and up to approximately the age of three. No insert is needed; simply adjust the settings to the growing baby. The head support is flexible and holds the baby’s head in a good position from birth and all the way to the toddler years.

An ergonomic and pressure-relieving waist belt, padded lumbar support for back relief, and wide padded shoulder straps offer comfort for the parent, even during long periods of babywearing. The carrier can be adjusted to different body types, ensuring comfort for all parents.

The specially designed 3D mesh is not only very soft but also sturdy. The airy mesh hugs the baby and provides proper support for their back, neck and hips. 3D mesh is a functional fabric that breathes, helping both the parent and the baby stay cool. It also dries quickly after washing.

The needs of a growing baby change and the Harmony baby carrier has two heights: one for newborns and one for older babies. The growing toddler, who is often more curious about their surroundings, can also be carried facing out or on the back.

BabyBjörn works closely with medical experts and is always up to date on the most recent research. Throughout the process, from idea to finished product, the focus is on safety and good ergonomics for babies and parents.

Jonas.pettersson@babybjorn.com www.babybjorn.com

savvy™

body carrier

4 ways to tote your cutest carry-on

new

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infant booster

Share the joy at joiebaby.com For more information and all sales enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

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parent facing

world facing

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retail

LULLABY’S BABY DEN

The sound of a

good lullaby This month we had the pleasure of catching up with Adele Brunt, Owner of Lullaby’s Baby Den located in Scunthorpe to find out how business has been during the pandemic and the launch of their new website.

Can you tell us a little about Lullaby’s Baby Den - what was the inspiration behind opening your doors?

I fell into it really, it was my best friends business, she had young children and didn’t have the time for it. I worked for her and decided to take it on and the rest is history!

How do you manage your showroom floor space?

No rhythm or rhyme to it, I just go with what the customers seem to love - or at least try to.

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

I think surviving Covid has to be the biggest challenge and I would think most would agree, especially when you are just a bricks and mortar store! Hence the reason for us starting up on line.

Footfall is a big issue, customers have definitely changed how they shop.

Have you managed to successfully open your doors for business and have you altered the way you operate?

The first lockdown appointments worked amazingly for us, then after that people just seemed to not be bothered. They were happy to 12

nursery today

Customer service has always been something I pride myself on.

I think we probably all go above and beyond for our customers, but it’s something we have to do.

As long as the customer is happy then I’m happy.

just walk in, so when it came to this year I had no choice but to do walk-ins while adhering to the standard Covid measures.

the online shopping platforms, so it’s definitely something you need to keep on top off.

Which social media Do you feel your customers platform has brought you have altered the way they the highest level of success? shop for products since the I would say it’s Facebook, but Instagram is definitely start of the Pandemic? on its way up for me.

Definitely without a doubt, although we still have some customers that like to come in store, but most seem to shop for everything online.

How important are brands to you as a business?

Are your customers seeking a price match service and if so, is this something you offer?

Very important! Some brands for instance I sell day in day out so would be lost without them. Also for me I find that the more well known brands are what people want and actively look for.

That’s a strange one really, I think most are scared to ask, or they would rather you do all the work then message you and say they have purchased it cheaper elsewhere having not even given you the chance to price match first!

Are you starting to experience price increases from your suppliers or perhaps expect these to drift through soon due to rising import costs?

How important has your online presence been - do you operate successfully across social media and what impact has this had on your business?

I think it’s very important as people still need to know you’re out there! Again I think being shut because of lockdowns made customers look to

These are dropping into my mail box daily, I think it was to be expected anyway with the ridiculous cost of shipping at the moment.

With this in mind, are you stocking any British made products that are manufactured here in the UK?

I would love too but I don’t think there are that many are there? If there are any out there feel free to get in touch!

Is there a particular product category that has been performing well for you lately?

For me Egg2 and the oyster3. If they don’t walk in asking for these by the time I have demonstrated them they order them!

What would you say is your favourite product category to demonstrate to your customers and why?

It’s always going to be the wheels side as that is what makes our business and what we are known for as a trusted pram shop.

With trade exhibitions having to shut their doors last year to visitors, how are you sourcing new products?

Mostly by keeping an eye on social media, what the influencers are showing and reading Nursery Today magazine.

Do you feel we have sufficient new products being launched and that we have ample innovation within our industry?

At the moment, no not really. But I think that’s all due to Covid , hopefully this will change in the coming year.

Do you feel that you receive sufficient support from your suppliers, or is there anything further they could offer to assist you?

Yes I do think they have all done everything in their power to help us but this pandemic wasn’t expected andI I hope we never have to deal with it again.

Are you experiencing any stock issues at present?

I think this goes without saying, I feel most people are in the same boat, the shipping costs are just stupid and effecting everyone.

When we look at car seats, do you feel that consumers are now better educated on their requirements and also legislation?

Again I think they are - lockeddown gave people lots of time to research products thoroughly online.

As we operate in an extremely emotive industry, how do you manage your customer’s expectations and how important is customer service to your business?

Customer service has always been something I pride myself on. I think we probably all go above and beyond for our customers, but it’s something we have to do. As long as the customer is happy then I’m happy.

You recently announced that you have launched your first website, can you tell us a little more about this?

Well this is something I have thought about for years, and during the first lockdown I should of really sorted it then. However, not being very technical it really was something I kept putting off but after being pushed into it by my fiancé I am glad I have. The new website is just the beginning and I expect this to grow over time.

With this currently focussing on clothing and dolls prams - what was the decision behind placing these products online first?

Due to the footfall really. The amount of clothing I currently having available due to having to order so far in advance coupled with the shop being closed it made more sense, plus clothing can be posted so easily.

The dolls prams are just great as Roma drop ship them so it’s a no brainer for me to also feature these online.

How are you driving traffic to the new website?

At the minute we’re using social media and tagging the website. I am aware this is something that takes time with the google side of it so we will see what the future brings.

What impact do you envisage the new website will have on your existing business?

I would like to think a positive one with the fact people seem to be focusing more online.

However, for me my heart will always be in store dealing with customers face to face.

Finally, do you have any other news or plans on the horizon you would like to share with us?

To be honest not really, my website is the big thing for me at the minute. Sorting all the products out is a job on its own and can be quite time consuming. nursery today 13

nursery matters JOHN BARKER

Barking Mad This month Pramland’s John Barker gives us all a cautionary tale.

H

ello one and all, I hope you are all well and business has continued to be good for you. This month I thought I’d share an experience that was a complete first for me. It’s not the type of tale that will have Hollywood knocking on my door anytime soon, but it’s an interesting, cautionary tale for you all. So get the kettle on and let me begin.

It was a normal Friday and the lovely Katie (Venicci) was paying us a routine visit. We’d spent the best part of the morning catching up, discussing how we’d done and planning how we are going to move things forward, a routine store visit basically. Before you ask, yes biscuits and buns where involved, they normally are when Katie visits!

As we were drawing our conversations to an end I was approached by a “gentleman” asking for a price of our dolls prams we have on display in the stores window. This was strange as I was sat chatting with Katie at one of our tables in the store and members of my team had already answered all his questions. He spoke with a very strong accent and proceeded to ask me what the price would be for three of the dolls prams.

I told him that the price on display was the best price I could offer him even if he wanted three of them. He didn’t seem to believe me and asked to speak with me in private, away from Katie’s ears.

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We stepped to one side and he then proceeded to change his story. He started to tell me that he’d purchased three of the dolls prams from us before Christmas and that all of them had been broken when the boxes had been opened. Something that I fail to believe is true as we have sold them for many years and I can count on one hand how many have had faults. He offered no specific details as to the damage, nor could he offer me any form of proof, either of their purchase or the faults he claimed plagued the items. I apologised for the problems he’d had and told him that if he could bring the dolls prams back to us I could either repair them or simply swap them for him, he would however need to bring them to me so I could look at them. I also told him that I had no record of him buying them and he would have to provide me with proof. This is when he started becoming a little aggressive, he told me that the prams where in Ireland and that it would cost him hundreds to get them to me, he also told me that it was my responsibility to find his proof of purchase. As you can probably imagine he wasn’t quite as eloquent as that but I cannot stress the level of intimidation he was attempting

Image source: pexels.com

He told me that I have a lovely big car park and that if he didn’t get his dolls pra ms I’d be find ing it full of caravans!

For a split second I couldn’t believe my ears, it took me a moment or two to process wh at he’d said to me

john@pramland.co.uk

The incident on its own wasn’t particul arly harrowing or upsetting but it certainly spoiled my evening, I spent most of it glued to my phone watchin g the shop s CCTV in case the cretin and his gaggle of cohorts decided to make good on his threat

to apply, even at this early stage. I followed me and the conversation continued to refuse to assist him continued. After a while he got the unless he could provide me with message that his demands would not proof. It was at this point things be honoured and he took himself off took a real turn. out of the shop.

What happened next took me by After a few minutes of us all complete surprise; it’s something I expressing how astonishing the whole have never experienced before in my thing was I thought it wise to check to life. His tone had completely changed see if there were any signs of him by this point and he was now telling parked near the store. I popped out to me that I owed him three of the dolls the gates of the car park and had a prams and that I will give him them. I little look; there were no signs of him continued to refuse to entertain his so I went back in store. As I returned in for that of the team and the ridiculous claims and was becoming a to the store the phone was ringing and customers that where in the store at little bored by his stupidity. This was low and behold it was our friend! As I the time. After what seemed like five the point that he decided to up the took over the call it was apparent that or ten minutes of abuse, but in reality odds. He told me that I have a lovely he was in the street outside and he was probably only a couple of big car park and that if he didn’t get his had been watching the store as he’d minutes I ended the call and dolls prams I’d be finding it full of seen me looking down the street. I put immediately called the police. caravans! For a split second I couldn’t the telephone on speaker so all The incident on its own wasn’t believe my ears, it took me a moment present could be witness the barrage particularly harrowing or upsetting or two to process what he’d said to me. of abuse, language and threats he but it certainly spoiled my evening, I I’m actually quite proud of myself as I started to spout. Without giving spent most of it glued to my phone managed to ignore the urge to grab specific details I can say the amount of watching the shops CCTV in case the him by the head and boot him out the abuse vomited down the telephone at cretin and his gaggle of cohorts shop. I actually took a step back and me was a little unpleasant. I was told decided to make good on his threat. with a calm, raised voice told him that he would be coming back to the It’s also made me increasingly firmly “I’m ending this conversation store in a few minutes and will expect concerned about how the situation now”. I started walking back to Katie to see three of the dolls prams could have unfolded had I not been where she was sat, partly so I had next to the door. . . .Failure to comply in the store at the time, or would he someone that could hear what was with his instructions would result in a not have threatened a woman in the being said and secondly in an attempt swarm of travellers, ascending on the same way? To be fair, I think he’d that if he felt out numbered he’d just store – siege style. I was immediately have regretted that as some of the rethink his life and leave. He actually concerned, not for my own safety but DL B17B-XO\B B [ PPB7UROO 2 SGI

staff here are a little frightening and I’d hate to have a rumble with them (Just kidding, they’re all lovely – honest). It’s frightening to think an individual believes that its acceptable to extort money, or in this case goods through the use of intimidation and threats. Luckily there were no repercussions and business has continued without any further unwarranted interruptions. We’ve had zero issues since and I’m sure it was just an opportunistic attempt to get something for free. Even still it shows these people are out there and you need to be on your guard. If nothing else has come of it we at least have a “siege procedure” in place at the store.

All the team now have roles in the event of one of us shouting “CARAVAN”! Stay safe everyone.

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nursery today 15

focus BOTTLES/STERILISERS

Bottled up

Image courtesy NUK

With a variety of baby bottles and teats available, what are common anxieties by mums?

We spoke to those in the know to find out more.

Breastfeeding may be stated as best for baby, but there are many who may experience difficulties or where, for a variety of reasons, will choose to bottle feed using either expressed milk or formula and will research options and look for advice online - for example seeking teats which mimic the breast enabling mum to switch easily from breast to bottle feeding without creating ‘nipple confusion’.

This is also a great opportunity for dads who want to get involved with feeding their little one to create a level of closeness and bonding, or to simply assist with night time feeds.

However, there are so many anxieties when it comes to bottle feeding. “We all know that breastfeeding baby is nature’s way, however the reality is that it is not always possible for mum to breastfeed their baby for a number of reasons.

Sometimes the stigma around bottle feeding and pressures to breast feed can lead to anxieties around bottle feeding.

Am I doing the best for my baby? Will bottle feeding harm my baby’s development? Should I feed expressed Breastmilk or formula? Then comes bottle acceptance. Whilst babies are ‘hardwired’ to suckle, not every baby is compatible with every bottle, so parents are then faced with the challenge of finding the right bottle for their baby with just trial and error to help them.” Said Vital Baby’s CEO, Dean Tollman.

Helen Bloxham, NUK’s Marketing Manager would agree commenting “I think when you leave hospital there is an expectation to breastfeed, whilst NUK fully supports this message I think it’s 16

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important to make mum feel as comfortable as possible with her decision, where possible offering her as much choice as you can to ensure her baby is feeding healthily, whether that be breastfed, combination or just bottle fed.

Finding the best way for the baby to latch on and feed will ultimately reduce anxiety.”

With information readily available at the touch of a button online, we asked Dean whether he felt parents were turning to the internet to research products? “While word of mouth and recommendations from friends and family are hugely important to parents (particularly new parents), the baby market moves very quickly and there is every possibility that there are newer or even better products when they’re shopping compared to when their friends did. Because of this, teamed with the growing blogger and influencer base, parents are increasingly moving towards the internet for product details, recommendations, and honest reviews.”

What about brand names, do these have a pivotal role when it comes to this particular product category? Dean feels it’s all about finding a brand they trust commenting: “It’s important for parents to find a brand they trust for quality products, and that they feel they can go to when they’re in need or unsure of something. While there are some big brands out there that have been around for a long time, there is an increasing amount of smaller, family-run businesses that are growing in the market. Many of these smaller businesses have built their brands and products based on their own experiences with their children, and in some cases the products they’ve

developed can actually be better than the products bigger brands have to offer. We would urge retailers and parents to do their research behind the smaller brands before making their choices.”

An area of concern for many parents who opt to bottle feed is of course colic - are parents aware of anti reflux bottles and teats - is this an area where brands excel with regard to innovation? We asked Helen for her thoughts. “Parents are aware of colic and understand how unpleasant it is, so therefore look for the “anti-colic” statement on packaging.” she said, adding “NUK Teats have an anti colic valve allowing air to circulate whilst baby is drinking helping to prevent colic. Also the feed hole is on the top of the teat allowing milk to go to the top of the mouth, then circulating in the mouth and mixing with saliva before being swallowed, preventing the baby gulping and causing colic.”

With the new generation of parents, eco-credentials on many products are high on the list of wants prior to purchase. Is this also an area where this is of importance?

“Products with eco-credentials are a hot topic.” Comments Dean. “There are some great, innovative eco-friendly products on the market at the moment, from sterilising all the way through to furniture. With time, innovation and development, we’re sure more eco-friendly solutions will come through to the market as it’s becoming increasingly more important to consumers.”

When parents look at bottle feeding, bottle and teat cleaning is something that goes alongside bottle feeding, therefore what are parents looking for as a cleaning solution? Dean told us: “Sterilising is just as

important to parents now as it ever has been, but of course the pandemic has made everyone more aware over the past 18 months. There’s a big offering when it comes to sterilising in the baby market – whether it be sterilising on the go, cold water sterilising, UV sterilisation or appliances that sterilise and dry for you, all of which have the same fundamental ‘sterilising’ function. This means that when choosing, parents can make the decision based on which is most efficient and convenient for their lives, all the while being able to trust that their items will be sterilised properly no matter what they opt for.” As Vital Baby have a UV Steriliser within their range, we also asked Dean if they had seen an increase in demand for UV Sterilisers? “More than we could ever have imagined! As the first brand to place a UV steriliser on to the UK baby market, launching a new and unknown product that was so important to baby’s health was a risk for us. Fortunately it’s a risk that paid off, and lead to the development and launch of our latest NURTURE advanced pro UV steriliser & dryer. Packed with enhanced features and improved performance, our 2nd generation model is set to lead the market just like we did the first time around.”

Finally we asked Helen what are the retailer benefits for those who stock products that fall within the bottles/ sterilisers category? “Consumers return again once they have purchased the bottles for replacement teats, soothers etc, it will increase footfall over all as there is a consumer need for these products. Whilst birth rates are not increasing, the need for these products will always be there.”

A

UV

UV

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focus BOTTLES/STERILISERS

NUK First Choice+ with Temperature control Shows safe drinking temperature at a glance.

When things get crazy, a little additional safety just feels so good. NUK First Choice+ Baby Bottles with Temperature Control show at a glance when the right drinking temperature is reached. With Temperature Contr ol, the scale on the bottle changes colour depending on the temperature of the conte nts. If the food is too hot, the normally blue indicator turns white. Every NUK First Choice+ Bottle has the original NUK Teat with the NUK Anti-Colic Air System and is modelled on a mother’s nipple as she breastfeeds. Available in various sizes, Silicon e or Latex teats.

christopher.grech-cini@newellco.com

A Vital

Innovation After an incredibly successful launch of the first UV steriliser on the UK Baby Market, Vital Baby launch their newest innovation, and it’s better than ever.

The NURTURE advanced pro UV doesn’t just boast 4 modes sterilise, dry, auto and store - it also offers a super-fast sterilise and dry time of just 29 minutes, making it twice as fast as some others on the market. With this, a mere 7-minute sterilisation time and a 72-hour storage function, it’s an easy choice for ultimate user convenience.

NUK Nature sense with Temperature Control Gives breastfed babies a familiar and natural drinking sensation when drinking from a bottle NUK Nature Sense baby bottle gives little one a sensation of drinking at a mother’s breast and being able to switch back and forth between bottle and breastfeeding.

This uniquely natural feeling comes from the fact that the teat is modelled on a mother’s nipple. Down to the last detail. The NUK Nature Sense teat has several tiny openings – modelled on the milk ducts in a mother’s breast. These give an optimal, even, and natural flow. But the shape and softness of the material are also very close to the beloved original

07584 440559 christopher.grech-cini@newellco.com

01707 262200 info@vitalgroup.co.uk www.vitalbaby.com

Make bottle feeding a breeze Babybrezza Formula Pro Advanced helps to make bottle preparation easier than ever before.

The time efficient product is easy to use and works with virtually all brands of formula and bottles to create formula at the perfect temperature, in an instant. The must have parenting gadget also boasts a sleek design, to ensure it seamlessly fits into any family kitchen. It’s certainly no surprise that it is the number one best-selling formula prep appliance worldwide.

More hygienic than manual bottle prep, the BPA free model automatically combines formula with water to prepare the perfect consistency for little one’s mealtimes.

www.cheekyrascals.co.uk 18

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Profile Vital Baby

Vital put the V in UV sterilisation

Vital Baby launch their newest innovation in UV sterilisation, and it’s better than ever.

Having successfully launched the first UV steriliser on the UK Baby Market and becoming the No. 1 UV Steriliser at major retailers including Amazon and John Lewis, Vital Baby are back with a second generation, and it’s set to cause commotion in the steriliser category.

Following a year where cleanliness, sanitising and sterilising were more crucial than ever, they took to the drawing board with the aim of making sterilising not just baby bottles and accessories, but also items that other members of the family use, quicker and more efficient.

One thing’s for sure, they’ve delivered.

Using the latest UV LED technology and design innovation, the NURTURE advanced pro UV kills 99.99% of bacteria and viruses in a mere seven minutes and blows competitors out of the water with a combined sterilise and dry time of just 29 minutes. Sterilise what, we hear you ask? Just about anything that will fit. The advanced pro UV is efficient, versatile and, as there’s no need for water, chemicals or heat, is suitable for use with a wide range of items – from bottles, teats, soothers, toys and breast pumps to small accessories, mobile phones, keys, cosmetic brushes and more…

Focusing on user convenience, sterilisation efficiency wasn’t the only thing they wanted to improve. With the previous model offering a drying time of 41 minutes, Vital set out to design their now patented drying system, which offers the user a sterilise and dry function time of only 29 minutes – half that of their closest competitor. Next was the store function, a way of turning the steriliser to what they affectionately term “a sterile storage cupboard”. Completing a 29-minute sterilise and dry cycle and then automatically sterilising for one minute every hour, the advanced pro 20

nursery today

UV will keep the contents sterile for up to three days.

Boasting a large capacity of four wide neck bottles, the steriliser and dryer also comes complete with a removable basket, making the most of the space and allowing the user to sterilise teats and accessories at the same time as bottles. Even when taking the advances in technology and large capacity in to account, design has not been compromised on. The smart, sleek design of the appliance, along with the offer of two neutral-colour options, ensures that it blends into its surroundings in every home, nursery or office.

The addition of the advanced pro UV steriliser & dryer to Vital Baby’s NURTURE range only strengthens their offering to customers, making them an obvious choice for retailers and consumers. The advanced pro UV joins a plethora of award-winning products, including their breast like feeding

Using the latest UV LED technology and design innovation, the NURTURE advanced pro UV kills 99.99% of bacteria and viruses in a mere seven minutes and blows competitors out of the water with a combined sterilise and dry time of just 29 minutes.

bottles, which have won GOLD in the Made for Mum’s awards for Best Baby Bottle, and defeating the UK’s market leaders for the past two consecutive years.

When asked about the year ahead, CEO Dean Tollman said “The past year has been undeniably difficult for everyone – businesses, suppliers, retailers and customers alike – but it has strengthened our relationships and Vital Baby as a team. As a small, dynamic team, we were able to not only focus on the goals we had set, but to also evolve and adapt to best serve our customers in their time of need. The team have put in a tremendous amount of work over the past year and we have high hopes for a successful and strong 2021.”

01707 262200 info@vitalgroup.co.uk www.vitalbaby.com

focus

INSIGHTS FAMILY

Family shopping habits shift The Insights Family Founder & CEO, Nick Richardson explains why as the country opens up once more, consumer shopping habits are shifting again.

The popularity of digital This generation of parents’ attitudes, subscriptions – especially in the world of TV – is well known. But 1 behaviours and consumptions are in 4 parents worldwide already have, changing, and they are passing these values down to their children. or are interested in having, a subscription to a book service for Brands not only need to offer the their children for example. products that kids and parents Kids clothes received as part of a demand, but also provide them in a subscription service also appeal to a seamless way, whether that be fifth of parents globally while, 20% online, or in-person at a retail store.

Our latest data shows there’s also have or would consider a toy subscription service. substantial appetite for As retailers look to innovate, subscription services. understanding how subscription models serve convenience and create a deeper relationship with brands can help. As country, According to regional, and local-level Parents Insights coronavirus restrictions continue to be unpredictable, providing data, parents of customers with a reliable delivery kids aged 1-5 in to look forward to could also the UK prefer to boost positive brand association.

Once a subscription reaches a make family stable level of popularity, it can purchases online also provide businesses with a (30%), followed more predictable revenue stream than ad-hoc sales; and potentially by shopping increase average spend. centres (20%), As kids, parents, and families and locally continuously change the way they work, learn, and make purchasing (18%) decisions – it is more important than ever to understand their attitudes, behaviours, and consumption patterns in real-time.

The Insights Family survey 6,970 children aged 3-18 and 3,400 parents every week across 17 countries, equivalent to more than 362,100 kids and 176,800 parents a year.

To read more and get the access to Parents Insights and the freemium version of the portal: try. theinsightsfamily.com/ https://try.theinsightsfamily.com/nurserytoday freemium

What this means to you…

“

“

P

roviding the best price for your consumer isn’t necessarily the most effective way to win their business, as brands must consider a number of factors to appeal to the modern consumer. For example, the sustainable shopper is no longer a niche, with families coming together to take steps towards becoming more ecofriendly with the products they buy and use.

According to Parents Insights data, parents of kids aged 1-5 in the UK prefer to make family purchases online (30%), followed by shopping centres (20%), and locally (18%).

While online spend is still the most popular option, there’s an increasing trend for local shopping too. Parents of 1-5s have reported a 57% increase in purchasing at shopping centres since the start of the year, as lockdown restrictions ease.

Interestingly, Parents Insights data reveals that it is younger parents who are most likely to be shopping locally. Of those parents with kids aged 1-5, it’s Millennials (18-35) who reported a 50% in local shopping since February, more so than Gen X parents (36-55).

Nick Richardson

CEO - The Insights Family Nick is the Founder and CEO of The Insights Family. Our purpose is to provide kids, parents, and families with a voice to shape their world. The Insights Family are the global leader in kids, parents, and families market intelligence and have become the business-critical tool for some of the world’s biggest brands.

Nick himself has become a go-toexpert, who is a regular speaker at industry events across the US, Europe, and Asia-Pacific, with the business operating its Kids Insights and Parents Insights services across 17 countries.

Nick is a Manchester Metropolitan and University of Bolton graduate, and has previously worked in senior marketing and strategy roles for companies such as Exxon Mobil, Hilton Hotels and PennWell. Nick returned to Manchester in 2017 to setup The Insights Family.

Nick lives in South Manchester with his wife, one daughter and two dogs.

He is a keen tennis player, United fan, and a frustrated racing driver. He is a proud Mancunian and hopes one day to drive around the world.

About Insights Family The Insights Family has been totally refreshed for 2021 and now surveys parents of children between the ages of 1 and 16 in 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, UK and US).

The Insights Family will now survey more than 2,600 parents every week totalling more than 130,000 per year, providing real-time data on the attitudes, behaviour and consumption patterns. Our realtime portal is continually updated to allow our clients to spot the latest trends before their competitors do. For more information on The Insights Family, and to download their Future Forecast report visit www.parentsinsights.com/ futureforecast or call 0330 159 6631. nursery today

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Product Focus Lansinoh

Lansinoh’s

new Birth Preparation & Recovery range Lansinoh has released a new product range to help new mums prepare for birth, and for their postnatal recovery Lansinoh, who has been supporting breastfeeding mums for over 35 years, has announced the launch of a new Birth Preparation & Recovery range, to help support new mums during postnatal recovery.

This new range is an essential collection of products, which can be used as a four-step routine to help mums avoid the discomfort that comes during and after birth.

The move into the maternal health space comes as research shows that 71% of new mums

experienced discomfort or pain while breastfeeding.

One in four of these mums reported that pain relating to their birth directly impacted their ability to breastfeed [1].

“I am so delighted to see this extension of products for new mothers from Lansinoh. It has always been my passion to help women through the challenges of early motherhood, and this is one more way for Lansinoh to help new mums thrive in their new roles,” said Resheda Hagen, founder of Lansinoh.

“Our new Birth Preparation & Recovery products are simple, safe, and backed by research and guidance from experts,” said Katie Bourdillon, PhD, of Lansinoh’s new product development team. “Our process relies heavily on the input of mums and healthcare providers alike and includes rigorous testing protocols to ensure the highest standards of quality and safety.”

Here’s a closer look at the range Step 1: Soothe with Organic Pre-Birth Preparation Oil Lansinoh’s Organic Pre-Birth Preparation Oil nourishes and conditions the external skin of the perineum and facilitates perineal massage, which promotes skin elasticity to allow more stretch at birth.

The oil can be used 3-4 times per week from 34 weeks pregnant. The unique blend of 100% natural and organic ingredients helps to moisturise the skin and is enriched with a nourishing blend of organic jojoba, sweet almond, and apricot kernel oils.

Lansinoh’s Organic Pre-Birth Preparation Oil is gynecologically tested and specially formulated for use on the perineum area.

Step 2: Cleanse with Post-Birth Wash Bottle

Step 1

Lansinoh’s Post-Birth Wash Bottle provides gentle, hygienic cleansing for stressed, tender areas and more comfortable bathroom trips. When filled, the Post-Birth Wash Bottle can hold 360ml of water and has an angled spout to help cleanse hard to reach areas.

It features an ergonomic design with re-tractable spout and waterproof travel bag for portability and discretion.

Step 3: Soothe with Organic Post-Birth Relief Spray Lansinoh’s Organic Post-Birth Relief spray is formulated to cool and calm the perineal area after childbirth. It has been clinically tested to help soothe and relieve discomfort during post-birth recovery. It has also been Gynecologically tested to be suitable and kind for sensitive skin.

Made with 99% natural ingredients, this product has a unique blend of herbal ingredients including Aloe Vera, Chamomile and Cucumber. The 360° sprayer allows gentle and easy hands-free application from any angle, enabling mums to reach areas of discomfort more easily.

Step 4: Relieve with Cold & Warm Post-Birth Relief Pad

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nursery today

Lansinoh’s innovative Cold and Warm Post-Birth Relief Pad offers combination therapy for targeted, repeated relief. Use cold to provide relief from perineal, haemorrhoidal or C-section discomfort. Used warm, it can be applied to the abdomen for soothing relief from postnatal uterine cramping. The reusable pad easily moulds to the body for maximum comfort even when frozen.

ColorSmart gel pearls turn white when heated or purple when chilled and the pad conveniently holds temperature for the doctor recommended time of 20 minutes. It is non-toxic and safe to use while breastfeeding.

12 non-woven, disposable, hygienic sleeves are included in the box. Hygiene sleeves are also available separately in packs of 24.

www.lansinoh.co.uk

Step 3

Step 4

[1] UK survey involving 1000 women (Bourdillon et al 2020)

35,17 1(: 8. 3HULFDUH 3ULQW $G 5$1*( [ PP &21680(5 17 SGI

75% of women said they were unprepared for the physical pain & recovery after having a baby.*

new

At Lansinoh, we have developed our NEW Birth Preparation & Recovery range to help mums prepare for birth & support their postnatal recovery. This essential collection of products can be used as a four-step routine to help mums avoid the discomfort that comes during and after birth.

Simple, safe and backed by research and guidance from experts.

To find out more, visit lansinoh.co.uk

@lansinohfamily

Alternatively, visit lansinoh.co.uk/contact-us & select 'Trade Enquiry' ©2021 Lansinoh® Laboratories, Inc. * Bourdillon, K., McCausland, T., Jones, S. (2020) The impact of birth-related injury and pain on breastfeeding outcomes.

British Journal of Midwifery. Vol 28:1.

We are with th you

M ama.

Profile Hauck

Hauck UK

appoints inhouse sales managers As one of the leading suppliers of baby and children’s products, Hauck is boosting its sales outreach in the UK and Ireland.

Hack UK welcomes two experienced sales managers from the toy and nursery industry: Helen Robinson (Head of Sales UK and Ireland) and Lee-Anne Neale (Senior Account Manager UK and Ireland). With these appointments, the company aims to expand direct relationships between retail and brand. Hauck has ambitious targets for international growth, supported by an excellent brand position in the German home market and current investments in rebranding, brand extensions and expanding the digital edge of the company.

Helen has 16 years’ experience in sales in the nursery industry, working at Mamas & Papas, CYBEX/Goodbaby International and Diono. She brings with her vast experience working with the UK’s leading retailers, worldwide retailers, worldwide distributors and the UK Independent sector.

Lee-Anne Neale has over 20 years’ experience of business development and management in the gift, toy, consumer goods and outdoor categories. She worked for brands such as Posh Paws, Worlds Apart, KD Group and others, dealing with grocery retail, national multiples and internationals as well as independents.

Barbara Kreibich, Director Sales Europe and Sales Toys commented: “We have decided to strengthen our sales power by directly recruiting two industry experts who will allow us to leverage the synergies that arise from integrating the toy and nursery businesses. This investment in distinguished additions to our team is an expression of our investors’ support for our ambitious international expansion plans.”

A brand value analysis for Germany showed excellent prerequisites for a European growth course: Hauck is the best-known brand in Germany for pushchairs, high chairs, travel cots and safety gates. The brand enjoys great loyalty and popularity due to its outstanding priceperformance ratio: “Over 75 percent of those surveyed perceive the brand as high-quality, competent and credible,” the study by brand analysis experts Biesalski & Company found.

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nursery today

Helen Robinson

Hauck is currently working on a realignment of its brand and a radically customer-oriented website thanks to artificial intelligence. For retailers, there is already an innovation: in the digital showroom, the current range can be experienced even without travelling. The company wants to further expand its strategic partnerships with European multi-channel retail partners, making the most of its experience as a digital pioneer. This includes jointly evaluating data and setting up customer-specific marketing plans. An automated workflow for product data makes cooperation particularly efficient.

www.hauck.de/en www.hauck-toys.com

Lee-Anne Neale

We have decided to strengthen our sales power by directly recruiting two industry experts who will allow us to leverage the synergies that arise from integrating the toy and nursery businesses

About Hauck Hauck is one of the leading suppliers of products in the baby and toddler segment with headquarters in Sonnefeld, Germany, and sales activities throughout Europe. The broad product range includes prams, which have a disproportionately strong brand awareness compared to the competition, as well as high chairs, infant car seats, travel cots and safety gates. A considerable share of sales is already generated outside of Germany. Hauck is considered the market leader in the low to medium price segment and is oriented nationwide towards the highest quality and safety standards as well as product innovations.

The Hauck Toys collections offer toys that are fun and at the same time inspire joy in learning and moving. In addition to doll prams and accessories, the product portfolio also includes go-karts, ride-on vehicles, hand carts and balance bikes.

talking shop This month we questioned Independent Retailers, Bumpstart Baby Shop’s owner Helen HIckman and Whites Farm Baby Barn, run by Sara Hubbard and daughter Abbie to find out how price increases and stock issues are currently effecting their businesses.

From the supplier…

Helen HIckman

BUMPSTART BABY SHOP With import/export costs having increased, have you started to see price increases coming through from your suppliers?

Nursery Today also questioned Roma Prams, Molly Francis Coleman, to find out how they are currently operating when we look at supply and increasing costs from a suppliers perspective.

We have started to be informed of price increases and so ordered before they were implemented.

How are you managing these increases within your business?

We will put our prices up and hope that everyone else does it too. I am more concerned about stock shortages rather than price increases at the moment. Delivery dates are all over the place and it is really difficult to forecast. Babies won’t wait. We are doing our best to warn customers of long lead times. Our stock supplies seem to be feast or famine…

MANAGING DIRECTOR, ROMA PRAMS

With import/export costs increasing, how are you managing this within your business?

Sara Hubbard

We’ve been very fortunate so far to maintain our pricing, but realistically everyone is going to be affected at some point. Just before container prices went through the roof, we took in a lot of stock, so for once our over-ordering paid off!

WHITES FARM BABY BARN

With import/export costs having increased, have you started to see price increases coming through from your suppliers?

When can your retailers expect to see these charges coming through (if not already)?

We have, albeit they are only small. Thankfully our suppliers have tried to absorb as much cost as possible so we don’t have to pass this on to the consumer.

How are you managing these increases within your business?

Molly Francis Coleman

Left: Sara, Right: Abbie

We still have some good stock of items that we purchased in at the old pricing, and we know that not everyone will be able to stretch to the new price increases - so are offering some stock at this slightly reduced price. However, any new orders will be at the new pricing. Our suppliers have been amazing with offering bundle deals and savings where they can.

Are you looking perhaps at British manufactured products - do you feel there is sufficient choice available?

We always like to support British businesses and if these were produced in Britain it would be amazing. Unfortunately as most industries will know everything is made in China. The costs of production are generally lower so this allows us to keep a lower price for our consumer. If the price of manufacture was to be kept more in line with the Chinese market, we could maybe look at more companies becoming British manufactured, rather than just British design. At present there isn’t enough sufficient choice when it comes to pushchairs and large items - small pick up items are easier to source from British made companies.

Hopefully it won’t affect existing product ranges all that much. We have lots of newness coming through the range in the next few months, and these will be set at a new price point. Thankfully this isn’t much more than before as we are absorbing as much of the increased costs as possible.

How do you envisage these increases to impact the nursery sector?

Inevitably prices are going to go up, they already have, but it’s important to remember our customers are new every year. Someone pram shopping this year is looking at the price list with fresh eyes, so the whole industry is establishing a new normal.

Are you having any supply issues at present that you might wish your retailers to know about in advance?

No, some items are on pre-order but we’re hopeful at the moment that the delivery times can be met.

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RETAIL MATTERS

Retail matters

Online4baby’s Managing Director, Christy Foster takes a look at business beyond lockdown and logistics.

J

ust as it looks like we are growing 700% in 6 months from finally easing out of the $2,500, to up-to $20,000. Naturally, pandemic – the aftermath we always operate with our continues to grow. It’s fair customers front of mind and to say that we have all made many passing these astronomical costs adaptations over the last 18 months, on to them is never a decision we but with the vaccine rollout in full would take lightly. force and an ever-growing green list As a business, we have always of holiday destinations, it almost feels possible that life will begin to get back While present to normal! Unfortunately, it circumstances may seems the logistical impact supply of the aftershocks are ongoing. newest lines being Fear not, this is not another column in which manufactured overseas, COVID takes centre stage! goods that are This month I’m here to considered ‘end-of-line’ share how Online4Baby or ‘clearance’ are a will be ensuring an valuable asset in this uninterrupted supply, despite challenges at sea. climate.

You may recall I discussed the issue of shipping in June; I am afraid to embraced change and this attitude report that the situation appears is a core ingredient in our only to have worsened since. successes. This newly evolving International freight prices are the situation is no exception and at highest I have ever seen, steadily Online4Baby we have made some

“

“

Join our team: We are rapidly expanding our Manchester based teams, currently recruiting for the following roles.

■ Senior Ecommerce Executive ■ Senior Social Media & Content Executive Apply on LinkedIn

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Online4Baby

key changes to ensure product is available for our customers, whilst supporting our brand partners through this tricky time.

Despite early rumours, the statistics have not shown a lockdown baby boom. The 2020 birth rate dropped by 3.9% vs the previous year[1]. That said, we still welcomed 615,557 bundles of joy across England and Wales [2]. For me, that means there are up to 615,557 parents who simply cannot wait for this global logistical hodgepodge to straighten itself out.

While present circumstances may impact supply of the newest lines being manufactured overseas, goods that are considered ‘end-ofline’ or ‘clearance’ are a valuable asset in this climate. Our 30,000 ft2 of warehouse capacity means we are perfectly poised to handle large volumes of stock and we are always keen to onboard new brands.

Our purchasing department are committed to working with brands to not only accept high quantities of stock but also offer fair prices and, importantly in today’s climate, quick payment. This strategy not only takes steps to protect brand

identities, but also ensures soaring shipping prices don’t leave parents out of pocket. It will come as no surprise that many brands are finding selling clearance lines through Online4Baby to be not only commercially preferable, but also beneficial for the long-term health of their brand.

In the UK, an astonishing 48% of parents have had to rely on baby banks since the start of the pandemic, with a further 43% of parents who struggled to get hold of baby products citing the cause as ‘a lack of supply online’[3]. While on-going global supply issues have created a less than perfect climate, we are determined to work with our brand partners to reduce these shocking statistics. Clearance and ‘end-of-line’ stock may not be in the newest colours, or have this season’s ‘must-have’ innovations, but when the alternative of taking baby home from hospital without a car seat, I know what decision parents will make.

Sources [1], [2] Office for National Statistics, June 2021 [3] Pampers, via Research Without Barriers, April 2021

Online4Baby Welcomes Kate Assheton to the role of Marketing Brand Manager The role will be key in delivering the new brand rollout and strategy to coincide with the website and back office launch later this year.

Kate has managed several high-profile brand portfolios for both Natures Aid and The Hut Group across international territories and will manage the brand and PR activity for Online4Baby.

Christy Foster, MD at Online4Baby says: “Off the back of a record year of sales and a strong start to 2021 we’ve recognised the need to define our brand positioning and values to take the next step forward as a business. Kate brings a wealth of big brand experience in some fast paced environments and it’s great to have that knowledge in the business.

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Profile LittleLife

The Original Backpack with Rein Did you know that LittleLife created the original toddler backpack with rein over 18 years ago?

T

he cute, animal themed backpacks, such as the ladybird and the dinosaur, that I’m sure many of us have owned over the years, have just turned 18. Even so, they continue to change with the times, whilst still giving parents a useful solution to safety when out and about. The unique feature of the child becoming the animal creates an adorability that many other brands copied, but never bettered. The result is the child wants to wear their backpack, which means no screaming about not wanting to wear a walking rein or similar. We all like an easier life.

Key to the range’s longevity is the quality of the products. LittleLIfe design these backpacks around premium fabrics, branded buckles, stronger nylon webbing and a super strong hook. In addition, all LittleLife toddler backpacks pass all the relevant test standards. BS EN 13210: 2020 is the key one for harnesses and Product Director Richard White suggests that LittleLife has probably done more tests to this standard than any other company.

He goes further, “We insist that all our harnesses are fully tested for strength, chemical composition and performance. Others may not do this, particularly from online platforms, but as these are sold as safety products, we would always encourage retailers to insist the harnesses they stock comply with the relevant standards”.

Tie ups with Disney, Marvel, the Gruffalo

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Tie ups with Disney, Marvel, the Gruffalo and Elmer gave the LittleLife products a bit of a boost, although, the traditional animal backpacks remain the core of the range.

and Elmer gave the LittleLife products a bit of a boost, although, the traditional animal backpacks remain the core of the range.

2021 sees two more key developments in the LittleLife range, firstly the Emergency Services backpacks. The same backpack design but now with blue flashing lights to allow the child to become their favourite hero.

The second new aspect of the 2021 range is the switch to eco-friendly fabrics, elimination of single use plastics and biodegradable packaging. The Ocean Life range (which includes the stingray, the turtle, the mermaid and the clownfish backpacks) is now made from recycled water bottles. Furthermore, packaging has been reduced and LitteLife confirm that 1% of profits from this range is given to sea life charities.

So, like many brands, LittleLife are moving to a greener offering, but there is still a way to go as Richard White points out. “Littlelife has always concentrated on making products that last. This is probably the greenest thing any brand can do. It is always good to see our first-generation carriers and toddler

backpacks still in use 10-15 years since they were originally made. Although this is not always great for sales, it does help create very green products and good brand recognition. In addition, as part of our Lifecycle programme, we are moving many of our products to recycled/greener versions. We have actually found that it is relatively easy to make a recycled version of something, but to replace a key selling line with a recycled version at the same price is a lot more difficult. At LittleLife, we don’t see why a recycled version should be more than the non-recycled version and we are focusing our efforts to make this happen in all categories. We haven’t got everything right, we have gone down some dead ends and packaging is often the issue when it comes to retailer requirements, but we are happy with what we have done and what we have in the pipeline”.

So, it seems that the original Toddler Backpack is as strong as ever and adapting to the ever-changing environment around us.

We hope children continue to enjoying this iconic product for another 18 years.

www.littlelife.com

Recycled Ocean Collection These iconic Toddler Backpacks are now made from recycled bottles and come with plastic-free packaging.

MADE FROM

RECYCLED BOTTLES

www.littlelife.com Contact us today: e: sales@littlelife.com t: 0118 981 1433

focus OUT AND ABOUT

Hip healthy

features a This modern and stylish baby carrier ur baby to whole host of positions for you and yo hip-healthy provide comfort and support with the “M” shape position.

on your ahead, nestled into you to fall asleep Whether being faced with the world it all. has er carri this you, nd behi by pass d chest or just wanting to watch the worl pocket. t fron ss acce waist straps with easy to Featuring wide padded shoulder and Ara Carrier!

It’s time to strap up and embrace the

o.uk 01454 326 555 | www.redkitebaby.c

Let’s go

outside With the UK getting set to lift all current restrictions, the appeal of the outdoors and staycations has never been greater. Parents are looking for products that will assist them while away from the home on their mini adventures.

Here we highlight a selection of products that are available to order now.

Time to change Bébécar changing bags and backpacks provide all the storage space you need for baby’s essentials, and match your pushchair perfectly to add the finishing touch to your look.

The Carré changing bag features two external pockets and one large internal mesh pocket.

The SPE changing bag features four external pockets and two large internal mesh pockets.

The Backpack has adjustable shoulder straps, a large zipped compartment with an internal padded pocket, and a zipped front pocket.

They are available in a selection of high quality fabrics, including the Specials collection, which is made with beautiful quilted leatherette.

All bag styles include a travel changing mat.

01692 408801 sales@bebecar.co.uk 30

nursery today

Ultimate shade protection The Strollshade is a convenient and safe way to protect baby when out walking on those sunny days whether at home or abroad. Take it everywhere you go with the handy storage bag.

When fully covered, the Strollshade provides shade to give the ultimate protection from harmful rays, while the air permeable mesh fabric allows fresh air to feed through whilst protecting from wind chill and small insects.

The Strollshade can easily be fitted to most buggies and strollers with Velcro attachments and is finished in a fashionable neutral colour.

Tel: 01454 326 555 www.redkitebaby.co.uk

Super soft liners The Little Green Sheep Sheepskin pram liner is a truly luxurious accessory suitable for most 3 or 5-point harness pushchairs and strollers.

Made from the finest sheepskin fleece, the super soft liners are sustainably produced and create a lovely cosy space for little ones.

Anti-allergy, naturally temperature regulating and breathable, The Little Green Sheep’s sheepskins are suitable all year round, keeping little ones warm in the Winter and cool during Summer.

Available in charcoal, natural and mimosa, The Little Green Sheep Sheepskin liner is a must have accessory for class, comfort and a natural sleep environment when out and about.

01789 734022 trade@greensheepgroup.com www.thelittlegreensheep.co.uk

Portable booster

The Red Kite Travel Booster is a compact and super light portable booster seat that is perfect for mealtimes on the go.

ess ensure Safety straps and adjustable 3-point harn re. The secu and safe that your little one is always er feet is rubb slip nonwith ion cush lightweight foam c is easy fabri comfortable to sit on and the wipe clean to keep clean. rtly into a The Red Kite Travel Booster converts sma a handy res featu and strap lder shou with stylish bag s. ntial storage pocket for all of baby’s esse

01454 326 555 www.redkitebaby.co.uk

Roarsome good fun on the go!

Dinosaurs are always a big hit with little ones and Pebblesaurus is the cutest dino you’ll find. Decidedly un-ferocious, this dinosaur will be a baby’s best friend.

This soothing baby toy has lots to discover. Nubby teether sewn in corner, crinkle paper and squeaker inside fabric add to sensory fun and flexible loop easily attaches to stroller and car seat. Teether is BPA, PVC and PHTHALATE FREE. Machine wash, air dry. Winner of Creative Child Magazine award for 2021 Product of the year in the Baby & Toddler Soothing Products Category. Coordinates with Pebblesaurus lovey, blanket, rattle and WubbaNub. For more information email the below:

orders@whitepebbleint.com

Get organised The chic and compact Stroller Organiser making everything easy to find.

When out and about with a pram or pushchair, the must-have Stroller Organiser from Clippasafe makes rummaging for baby’s essentials a thing of the past! It’s a chic, multi-compartment travel solution that securely holds everything from bottles and changing items to valuables, such as money, keys and phone.

Its durable material is strong and reliable and the innovative design makes it easy to organise all the things needed when travelling with baby. The organiser includes a large mesh pocket at the rear to store a changing mat, toys or wet items that need to be kept separate; and the straps are easily attached to any stroller design for quick and fuss-free use. It can even be carried like a handbag when not fitted to a stroller.

0115 921 1899 | www.clippasafe.co.uk

Plenty of storage space My Babiie backpack changing bags provide plenty of space to store all your baby’s necessities when you’re out and about, and coordinate with their celebrity pushchair ranges. ed This backpack changing bag comes with a padd t at pocke large a r, holde bottle changing mat, insulated red zippe wide The ts. pocke side 2 the front with super opening and multiple internal pockets makes it The . easily and ly quick easy to grab what you need carrying adjustable and padded shoulder straps makes . rtable comfo and e simpl

Email: hello@mybabiie.com www.mybabiie.com

Consumer insights:

FANFINDERS

Why valuable content matters in the buyer journey Adam Gillett, FanFinders’ CCO and co-founder, discusses their recent acquisition of The Best for Baby, the UK’s largest independent review website for baby brands, and accelerating their drive to become more community focused through great content.

L

ast month, we added The Best for Baby to the FanFinders’ network, which includes Your Baby Club in the UK and US, giving our millions of members the opportunity to see reviews on the latest brands and individual products, as well as the chance to leave their own ratings.

So, why have we brought this base of over 200,000 reviews on the latest brand product together with our exclusive offers, competitions and expert content? Well, firstly, it’s because reviews matter to parents.

Our recent poll had over 3,500 responses, providing some key insights into how much ratings and reviews impact buyer behaviour in the baby market and, crucially, whose opinion mums care about most.

We found that nearly a quarter of mums (24%) had left a review on a baby product and that 50% trust recommendations from other mums most. 68% also said they would trust a product recommendation over how many awards it has.

Do reviews drive sales, then? Not always directly, but they can certainly tip

the scales in either direction. 97% of those polled said they would trust reviews coming from other parents and 83% said they would stop buying a product based on negative reviews.

We also found that the product categories where mums rely on reviews most to help with their purchases are baby electronics (monitors, pumps, etc), car seats, pushchairs/travel systems and cots.

Thinking bigger picture The reality is that mums trust the content and opinions of other mums most (including when that is verified by what our own reviews have to say), and that fits into one of our key ambitions as a business: building a community with consumer trust.

Our exciting technology roadmap; which includes creating hyper-personalised experiences for our members, and the aim to share quality content, resources and functionality to support them during their pregnancy journey and beyond, all fits into this ambition.

Why does ‘community’ matter so much to us? Well, it’s all about intent.

Both here and in the US you’ll find content labelled as affiliate or sponsored which essentially has been written purely with sales in mind. I’ve long been critical of content that either adds no value or has no lifetime.

It’s short term thinking to produce content with drives clicks based on the hype; because when you actually sit down and look at the quality of the traffic you get from that, it doesn’t influence.

What we’re focused on instead is what can drive both intent and important value for both parents and brands.

Where this links to reviews is that with more and more baby items coming into the market today, parents are having to make more decisions about what is ‘essential’ for their family and our role is to provide them with more information on those products.

The intent behind a review is that parents are reading them and making buying decisions. So from a publisher perspective, that’s valuable content. This is also the story with life-stage content, another core part of our strategy, which is valuable because members are learning and being supported on their journey.

Creating traffic with intent It’s commonly understood that people searching for discount codes have already made their buying decision, so it’s only then about what is driving the sale.

Sure, discount codes can be valuable if you want the edge over a competitor or you might get someone buying from a different retailer, but the reality is the intent is already there to purchase.

People don’t search for discount codes because they want a product next week, they’re searching because they’re looking for the cheapest way to get the product they have already decided to buy.

This is a similar story to parents who are looking for reviews. They may not have decided exactly which model they want, but they’ve decided that they want a car seat, a pram or specific things for their nursery.

It’s about traffic with the right intent: people wanting to educate themselves on products. To do that they’re looking for trusted and credible reviews from other parents within a community, and that’s what can really drive sales.

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. See their latest insights into the baby market at fanfinders.com/insights.

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For more information on FanFinders and the consumer insight they can offer, call: 0203 808 3011 or visit www.fanfinders.com

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

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

CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABYWERELD N O R WAY B A B Y, H O B B Y & L E K E T ØY POLAND BRANŻA DZIECIĘCA RU S S I A PA R E N T S ’ C H O I C E S PA I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

BD_reklama_BCMI_210x148_v5.indd 2

BC M I President Tanja Kraemer tel.: +49 (0)9 5 1 861 1 1 9 , bc mi@ba byc a rema ga z ines.com www.ba byc a rema ga z ines.com

25.05.2019 20:20

All change Beautiful bedding The Little Green Sheep’s range of certified organic cot bed duvets and pillows are beautifully made here in the UK. The Little Green Sheep’s stunning products are made using 100% organic cotton and British wool. They contain zero harmful chemicals and dyes promising to keep little ones safe and snug while they sleep.

The naturally insulating materials help regulate temperature, keeping little ones warm in the winter and cool during summer. Anti-allergen and machine washable, the luxurious organic duvet and pillow is truly unrivalled and a must have for a natural sleep environment.

01789 734022 trade@greensheepgroup.com

Quick to clean

The PVC changing mats from CuddleCo come in a range of eye-catching prints to suit all nursery decors.

They are made in the UK from phthalate free PVC and supportive foam. The fully enca psulated design means there is no space for liqui ds to enter so a quick wipe over will keep it fresh and clean.

sales@cuddleco.co.uk

e in the UK.

My Babiie Changing Mats mad

a range of designs practical, fun and stylish. With My Babiie changing mats are leopard print to dy tren from ne, mat for everyo and styles there is a changing to the highest nging mats are made in the UK classic elephants. All their cha e My Babiie’s mak s ign at modern unique des possible standards and their gre from others. out d stan s mat changing from birth. Made e raised sides and are suitable The padded changing mats hav e clean and the wip ish changing mats are easy to with non-toxic PVC these styl st with style! bur sery nur r you fashionable designs will make

w.mybabiie.com

Flying t hello@mybabiie.com | ww

British design has been a leader of fashion for years and has been known to set iconic trends. Why not fly the British flag in your stores - whether they be British by design, or Made in Britain.

British babywear

ugh Magnet Mouse was born thro the recognition of universal s and frustrations with fiddly popper buttons on baby clothes.

Mouse’s unique magnetic Entirely made in the UK, Magnet de gorgeously soft 100% cotton fastenings are hidden away insi removing the hassle from and snap together in seconds, e for cuddles not struggles! dressing and leaving more tim ruffle necks and gentle oral fl Piped Peter Pan collars, s and beautiful. Magnet colour palettes are both timeles sustainable quality Mouse believes that superior and ethical partners. and means properly paid workers turing combine to ufac man sh Briti British innovation and ar of the highest quality. produce exquisite and babywe

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www.magnetmouse.co.uk

Kind to baby, kind to the planet Anti-Allergy Baby and Toddler Mattresses from CuddleCo Concerns about household allergies can be alleviated with a mattress from CuddleCo, - each of their brands has technology known to reduce allergies.

The CuddleCo mattress range encompasses foam, open spring and pocket sprung cores with a super soft cover featuring natural bamboo fibres. Bamboo material is hypoallergenic and temperature regulating keeping the mattress cool in summer and warm in winter.

In the Mother&Baby Gold Collection the Tencel mattress covers are treated with Purotex, an active probiotic which is proven to eliminate house dust mites by 93.7% and cat hair allergens by 92.8%. A cleaner, fresher, healthier sleep environment. Guaranteed.

Both of CuddleCo’s mattress collections are made here in the UK and they have a range of sizes available to fit Moses baskets, Co-sleepers, cots and cot beds all in stock now.

Suitable from b irth Tag Togs have be

en making handmad e affordable baby slings, baby and toddler clothes and accessories since 2010 , and was sta and her love for baby rted by Amanda wearing.

Tag Togs now has a ran ge of baby slings and carriers which are suitable from birth to toddler, and baby we ar which has been developed with baby wearing and cloth bu ms in mind.

The latest developme nt in the range are wa shable wipes and wet bags. Amanda is really passionate abou t reducing non-reusable waste an d worked out roughly how many disposable wipes we re used in the first thr ee years of a child’s life, it really hit home .

www.tagtogs.com

sales@cuddleco.co.uk

g the flag Dribble be gone !

Wowee for British design

their most For 2021, Cosatto are offering l systems yet, including comprehensive range of trave d Wowee. the new Wow Continental an

e carrycots and s - available to buy with separat Discover two dynamic system w Continental Wo . dles bun d , or as all-you-nee car seats for optimum flexibility n thanks to e and is per fect for any situatio delivers world-class per formanc Cosatto’s most is wee l suspension options. Wo multi-terrain suitability and dua the seat on with fold to ion opt em yet, with an compact, lightweight travel syst ng fold ideal for city portability – and a free-standi in either direction for ultimate and suburban life.

0333 323 1729 www.cosatto.com

Dribble buster bibs ar e per fect for dribble babies.

Dribblebuster have be en making their origin al designer baby dribble bibs since 2007 , with many new desig ns being added to their range including ma ny beautiful iconic Lib erty prints in soft cotton tana lawn.

The bibs have a soft flee cy backing and are lov ed by mums who tell them: “Dribblebust er is the only bib I will use on my baby, as it is the most absorbent bib I have found and rea lly does stop dribble rash”. These dri bble bibs are perfect for dribbly babies with the unique shape that has the additional benefit of being a fashion accessory. Othe r products have been added to the range including hairbands.

These products are sus tainably made in the UK and they accept small orders and have a fast turnaround.

01483 697413 | info @dribblebuster.co.u k www.dribblebuste r.co.uk

nursery today

00

focus BABY BEDDING/SLEEP BAGS

Bursting with colour

bedding The Snüz range of baby and toddler t are full promises striking, unique designs tha of fun and bursting with colour. bed sheets, baby blankets, With the stunning range of printed baby ly needs to give their cots and fami a bedding sets, Snüz offers everything ring stars, rainbows, spots and cot beds a stylish twist with prints featu . clouds, there is a design for everyone ses are created using 100% soft wca pillo and rs cove t duve e Reversibl sleep environment, while the le thab jersey cotton for a comfy and brea r soft, lightweight and perfect for 100% cotton printed sheets are supe newborn skin.

roup.com

01789 734022 | trade@greensheepg www.snuz.co.uk

Bedding bliss The selection of Baby Bedding continues to grow, with safety at the core of product design. Baby bedding comes in a variety of forms including blankets, swaddles and sleep bags. The good news for retailers is that we have a great level of choice available with regard to bedding that tick all the right boxes!

Breathable bedtimes for baby The Ickle Bubba Sleep Bag is ideal for keeping little ones cool and cosy at night, giving them freedom to move without the concerns of loose bedding.

Made from 100% cotton fabrics, these Sleep Bags are soft, natural and breathable.

The 1.5 Tog bag is light and airy for those warm summer nights, while the 2.5 Tog bag, coming Autumn/Winter, keeps baby warm in those colder months.

Featuring designs from the Cosmic Aura collection, the Sleep Bags have a subtle, timeless style enriched with moon and star detailing and a soft grey/while palette.

Available in sizes 0-6 months and 6-18months.

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www.icklebubba.com

Eco credentials Parents are increasingly looking for organic and eco-friendly products for their children.

Retailers have been keen to stock Kabode bedding as the eyecatching designs and environmental credentials draw customers in.

It’s important that retailers have honest talking points that will persuade a customer to buy, rather than just greenwashing buzzwords.

Kabode is a Pending B-Corp. They give 1% For The Planet, and have also partnered with Against Malaria Foundation to regularly fund mosquito nets.

Independent retailers can differentiate their offering from that of the mass market by stocking premium organic ranges such as Kabode, which are made of organic materials and stylishly displayed in recycled cardboard packaging which gives them stand out on the shelf.

01530 569 470 admin@kidcentral.co.uk

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Story time with a friend.

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Reach out to your local Mary Meyer agent or contact us at orders@whitepebbleint.com

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focus BABY BEDDING/SLEEP BAGS

Genius nappy change zip

Thoughtfully designed with an innovative twist.

Co-ordinating style Counting Sheep gives a good night’s sleep Made from crisp white cotton with fresh print colours, appliqué and embroidered details, the super cosy Counting Sheep Sleeping Bag (2.5 tog) will keep your baby warm and snug all night long. It’s designed to fit 0-6 months and the zip makes night time changes easy.

There are many other gorgeous products in the Counting Sheep collection from Silvercloud. Discover matching bedding, blankets and nursery accessories, exclusively designed in the UK to help you create a beautiful themed nursery.

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

sleeping SnüzPouch is the award-winning baby e t-tim bag that promises to reduce nigh ks to its disturbances for babies (and parents) than been has h whic zip, ge chan y genius napp seamlessly integrated into the design.

Nappy changes in the small hours are now quick and easy thanks to the unique SnüzPouch design.

A truly original nursery essential, SnüzPouch is made with super soft OEKO-TEX 100 certified cotton and available in a range of stylish prints.

The unique SnüzPouch is now available in two sizes, 0-6 months and 6-18 months. The double shoulder and perfect-fit underarm poppers create a safe and secure sleeping environment for extra comfort, ensuring babies can happily ‘Snüz’ for hours!

01789 734022 trade@greensheepgroup.com www.snuz.co.uk

01692 408802 | nursery@east-coast.co.uk www.eastcoastnursery.co.uk

Soft to touch Bedding from The Little Green Sheep is made from beautifully soft organic cotton to create the very best environment for little ones to enjoy a good night’s sleep, naturally.

The brand prides itself on offering all the baby bedding parents and carers will need for the nursery. From bed sheets and baby blankets to sleeping bags. All cots and crib items are offered in an array of natural, earthy tones and delicate prints. Made using only the best certified organic cotton, every piece of bedding from The Little Green Sheep is carefully crafted to offer a breathable soft layer ideal for your baby’s delicate skin and a natural safe sleep environment away from harmful chemicals.

01789 734022 trade@greensheepgroup.com www.thelittlegreensheep.co.uk 40

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Natural sleep The Little Green Sheep sleeping bags are a must for families looking for a naturally super soft option for bedtime.

Created with 100% organic brushed cotton, every Little Green Sheep sleeping bag is ideal for baby’s delicate skin and promises a truly luxurious sleeping environment.

The luxury organic sleeping bags are available in a selection of natural tones and delicate prints, 1.0 and 2.5 tog options with a comfortable quilted design. Under arm poppers create the perfect snug fit for baby and a side zip for easy nappy changes.

These sleeping bags are naturally brilliant in more ways than one creating a harmful chemical free nights sleep.

01789 734022 trade@greensheepgroup.com www.thelittlegreensheep.co.uk

Scandi style for silent nights The Ickle Bubba bedding range is made from 100% cotton, providing soft, natural and breathable bedding for newborn bedtimes.

Designed to fit all Ickle Bubba cots and cot beds, the nursery bedding is also universal fit, allowing it to be used with most nursery furniture.

The range was designed to provide parents with a complete start set for their new arrival. In Autumn/Winter, the range splits into individual pieces, so parents can mix and match. The new collection themes include the gender and décorneutral Mono Mountains. A striking Scandi-inspired collection enriched with contrasting monochromatic illustrations, perfect for baby’s early development.

www.icklebubba.com

Playtime to nap-time

g Th e cla ssi c, Erg ob ab y Sle ep ing Ba wi ng ba bie s is su ita ble fro m bir th, ke ep ing gro nk ets. wa rm an d co sy wi tho ut loo se bla

plus is a game changer for babies 6 months The Ergobaby On The Move Sleep Bag out with time napto e -tim s them from play - a sleep bag and romper in one, it take the wardrobe change. soft, breathable, machine-washable Each bag is hip-healthy and made from use in nappy changes plus a harness slot for cotton. They have two-way zips for easy e or hom at nts pare all for s ntial esse nt convenie strollers and car seats, making them on-the-go. act your Paper Planes are available now, cont New prints Moon Phase, Daisies and account manager or email the below.

Email: service@ergobaby.co.uk

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focus DOLLS PRAMS

Small world Dolls prams are increasing in popularity and fast becoming great in-store footfall drivers. Here we shine a spotlight on a selection that are available to order now.

Created to perfection

Small is beautiful Bébécar dolls’ prams are beautiful, quality pieces that work just like a real pram.

The chassis has sprung suspension and an adjustable-height handle, for supercomfortable pushing. There is a storage basket underneath and a matching bag that fixes with poppers onto the handle. The carrycot and wheels can be removed, and the carrycot and chassis can be folded away for storage.

Suitable for children from 3 years old, Bébécar dolls’ prams provide hours of imaginative play. They are available in a stunning selection of high quality fabrics, with realistic Bébécar trim details. A raincover is also available to buy separately.

01692 408801 | sales@bebecar.co.uk | www.bebecar.co.uk 42

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The Stephanie Collection features magical spark ly fabrics on a high polished chrome chassis. The pink shimmers in the sunlight and is trimmed with a stunning silver piping.

Each Roma dolls pram comes complete with a coordinating bag which attaches to the handle, a removable apron and shopping basket. With 2 in 1 fabrics, the Stephanie carrycot converts into a seat unit with simple poppers. Inside the seat unit is a 3 point harness, for dollies of all ages! The Stephanie is available as a single or twin model, therefore is suitable from 36m right up to 16 years.

molly@romaprams.co.uk | www.romaprams.co.uk

With beautiful shimmering fabrics, the Stephanie Collection is perfect for little ones who love PINK!

Mini features

Little ones will fall in love with the beautiful Silver Cross doll’s pram collection.

Each design is a mini version of the bran d’s iconic Balmoral coach pram, with the same c-spring suspensi on and chrome spoked wheels. A high gloss body with hand -painted fine line detailing, plus premium fabrics and trims, complete the look. The Silver Cross doll’s pram collection includes the classic Obe ron, a timeless design in navy and white or pink, or choose a Special Edition design for a more playful look. Each doll’s pram is expe rtly crafted by hand, making it a luxurious gift to treasure now and for years to come.

info@silvercrossbaby.com www.silvercrossbaby.com

For all trade enquiries please contact Nicola Carrera - nicola@romaprams.co.uk.

Now in stock

Dolls’ pram shown in Iced Pink

01692 408801

sales#bebecar.co.uk

Vanilla

Candy Pink

Magic Sparkle

Pink Frosting

www.bebecar.co.uk nursery today

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new!

Sponsored by The brand that parents trust www.clippasafe.co.uk Be Savvy with Joie’s first Baby Carrier

A first of its kind for Joie, the savvy is an ergo nom ic carri er that allow s you to keep your little one close, maki ng baby wear ing all abou t hugg ing, not lugg ing.

Ickle Bubba Branches into Bedding

Ickle Bubba is excited to announce their new nursery bedding and interiors range. Bringing all the best of Ickle Bubba to baby ’s first bedroom.

a Scandi-inspired The range includes three stunning themes; Mono Mountains, s soft, neutral include which Aura, collection of contrasting illustrations; Cosmic designs to a bright bold, g bringin s, Dream w Rainbo tones and star detailing; and able breath soft, for fabrics cotton 100% with made is g fun first room. Beddin pieces ual Individ Sets. bedtimes, all packaged up in handy 6 and 10-piece Starter l musica mats, ng changi quilts, arrive Autumn/Winter, including sleep bags, mobiles, light and sound sleep aids and more.

www.icklebubba.com

With 4in1 carrying positions the savvy gives your baby optimal support and a change of scenery while giving your baby that comfort of being close to you.

The savvy boasts clever magnetic buckles on the shoulder straps that will make putting on the savvy and adjusting the straps a doddle, with no twisting or extra pairs of hands necessary. No babywearing puzzle here – savvy has you ready in a snap.

Keeping little one cuddled in comfort is Joie’s priority, so they have carefully engineered a design that will cradle precious cargos naturally C-shaped spine, hugging them in their favourite fetal position that’s best for both snuggling and developing. The optimal support of savvy lets little one sit smart in an ergonomic M-shaped position that promotes healthy spine and hip development, certified hip healthy by the International Hip Dysplasia Institute.

www.joiebaby.com

Seeing double this autmn/ winter

Ickle Bubba unveil their first twin stroller this month.

All in the motion Silver Cross launch Motion All Size 360 – the first R129 approved 360 rotating all stages car seat.

Motion All Size 360 is the first R129 approved 360 rotating all-stages car seat on the market. With effortless 360 rotation for easy accessibility, it adapts as children grow with easy-to-remove inserts crafted from soft natural bamboo fabrics and a stow-away harness.

With a full 360 swivel, Motion All Size 360 offers an extended rearward facing mode and has a side loading position to give parents easy access when securing little ones into the seat.

A Side Protection System (SPS) keeps children safe and protected on every journey, while eight head rest and three recline positions offer the utmost comfort at every stage.

Motion All Size 360 leads the way by meeting the latest R129/03 standard. Utilising state-of-the-art crash test dummy technology together with the latest understanding of road traffic accidents to best replicate real life scenarios, the R129 standard ensures the best in safety.

www.silvercrossbaby.com 44

nursery today

Designed to keep two little ones comfortable at once, the Ickle Bubba Venus comes with individually adjustable seats, so you can find the perfect position for babies one and two. It’s ideal if you have an older toddler and younger child but is just as effective for two new arrivals, when bought with their newborn cocoon.

It may be made for two, but that doesn’t mean it can’t be lightweight. The Venus’ compact aluminium chassis only weighs 13.4kg and features dual suspension so it’s easy for parents to navigate tight spaces with minimum effort.

www.icklebubba.com

Elevated fashion with Baby Jogger

This summer, discover the new Baby Jogger collection.

bold, expresThe new elevated fashions will position the brand as active, & sew specific cut new and fabrics new sive, premium and unique thanks to to each stroller.

2 in The new fashion range will cover their key products: City Mini in Stone Double 2 Mini Opulent Black, Stone Grey and Brick Mahogany, City and any Mahog Brick and Grey Stone Grey, City Mini GT2 in Opulent Black,

Black t Opulen City Mini GT2 Double in and a This launch will be supported by new imagery, videos digital campaign. the below: For more details, please contact Christopher Grech-Cini on

Christopher.Grech-Cini@newellco.com

The hippest seat around!

New from Johnston Prams is the JANE Hip Seat, suitable for children right up to 22kgs!

This innovative product has a padded and breathable seat which is extremely comfortable.

It is light and sturdy with an adjustable safety strap to hold the child securely. The JANE hip seat can be used on the front (stomach support) or on the side (dorsal support). And it includes a handy storage pocket.

For more information contact the below.

sales@johnstonprams.co.uk

Blushing for Push Me Pace

Following the amazing success and popularity of the new to range of Push Me Pace Travel Systems, Red Kite are excited t direc a announce the arrival of a new Blush version as response to their customers demands! ne. Quality The Push Me Pace Travel Systems offers something for everyo features an that system travel stylish this on n finishes and a practical solutio the destinabe to sure s feature of range wide a and seat car Isofix compatible tion choice for your new-born baby. r seat features Suitable from birth to an upper weight of 22kgs, the strolle t safety 5-poin with rt suppo rest leg d padde multi lie back positions, soft seat. car in s harnes t 3-poin and r harness in strolle sections, viewing Stroller canopy is fully extendable with concealed zip such as stroller Extras . section see through flap and a retractable sun visor stroller seat both in liners seat d padde ible and carry cot apron, soft revers ver are all rainco large and basket ing shopp sized us and car seat, genero included in the package. soft blush Featured on a stunning gun metal frame with a stylish handles and the on ts accen r leathe l neutra y premium fabric. With qualit little the All for. asking been have you one the is bumper bars. This princesses out there will be so happy!

ISO FIX base sold separately.

01454 326 555 www.redkitebaby.co.uk nursery today

45

BPA

notice board Gain recognition for outstanding products at Harrogate The Association’s industry awards are now open for entry!

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

www.b-p-a.org

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nursery today

With the UK’s nursery industry eagerly anticipating the return of Harrogate International Nursery Fair in October, and numerous major brands already signed up for the UK’s only baby trade show; the Baby Products Association is excited to announce the launch of its industry show awards – the Baby and Nursery Trade Awards (BANTAs).

The BANTAs have always been the highlight of the show, and retailers and buyers attending look out for the products which the judges (who are all industry experts) have deemed to be the best in the show. Products are judged on several criteria which the judges believe make them attractive to consumers, including safety, functionality, desirability, and value for money.

Julie Milne, membership & technical manager for the Association explains: “The BANTAs are very different from consumer awards, because they take into account specific elements of a product that the judges believe will make them retail effectively – as well as being safe and desirable to the consumer. For example, a fabulous new pushchair with an RRP three times higher than similar products, might well win a consumer award for outstanding features, but the BANTA judges might consider it less marketable for retailers due to the prohibitive price point. It is because of this, that colleagues in the industry place the BANTAs with such high esteem.”

This year, there are nine categories to enter: Travel, Child carriers, Furniture, In the Nursery, Textiles & Soft Accessories, Baby Essentials, Safety, Toys & Educational and Best New Product. Entries will only be accepted from companies exhibiting at Harrogate International Nursery Fair from 17th to 19th October 2021. Entry forms can be downloaded from the website at www.b-p-a.org – the deadline is 5.00pm on Friday 17th September 2021.

Do you have an innovative new product?

The Baby Products Association announced the launch of its 2021 Concept & Innovation Awards in March, when Harrogate International Nursery Fair was planned for June 2021. Because of Covid restrictions, the show was moved to October and consequently the Awards (which are always judged and presented at the show), were also postponed.

The Association has now extended the deadline to Friday 27th August 2021 – so if you have a new product idea (which may be still in its early design stage; might already have a prototype – or is ready to market but hasn’t been launched and offered for sale prior to Harrogate International Nursery Fair in October 2021, then you can enter.

Robert Anslow of the Association explains: “As a trade association we are keen to promote excellence and innovation in the nursery industry and these annual awards encourage this. Over the years we have been presented with some extremely interesting and innovative ideas. Some of these proved to be too ambitious in terms of manufacturing costs and realistic retail prices and there are always concerns about how some of the designs will be able to comply with rigorous testing and safety standards.

“The Baby Products Association judges are a team of experts with many years combined experience in all aspects of baby products from design and manufacture, to safety and compliance to retail and marketing. They have been able to advise and guide entrepreneurs and help and support them in their journey to market.”

Entries are invited from anyone with an interesting and unique baby product idea – this could be from companies already working in the sector, mumpreneurs (or dadpreneurs!), to college and university students – the only criteria is that the product must not be launched into the market place prior to the trade show in October. Entry forms can be downloaded from the website at www.b-p-a.org

Setting international standards The International Standards Organisation (ISO) established a Committee to develop an international safety standard for wheeled child conveyances in 2018 and set itself a 2020 deadline for completion.

The Baby Products Association participated in this work representing the UK through BSI and despite travel restrictions, has met this deadline with the standard having now been published; ISO 31110:2020. The success of this work has resulted in a desire to create further international standards and preliminary meetings have been held, virtually of course, to start to map out a work programme and the list of products for which international standards are considered to be beneficial.

The products under consideration are: Soothers/pacifiers Baby bouncers Bed guards/portable bed Changing units rails Potties Drinking equipment/Baby Baby carriers including bottles framed back carriers, soft Stationary activity centres carriers and slings Bedside sleepers Child seats for cycles High chairs Reclined cradles/infant Strollers for use during swings sporting activities (jogging Baby walking frames strollers) Children’s chairs Bicycle trailers Safety barriers Mattresses Bassinets Table mounted seats and Cot bumpers chair mounted seats Sleepbags Carry cots/Moses baskets Bath tubs and small sleeping products Cots and folding cots Playpens Soother holders Tricycles with a pushchair Bathing aids function Cutlery and feeding utensils

Buyersdirectory Textiles

Coordinated Bedding

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

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

Moses basket stands

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

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

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

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

info@ambassador-textiles.co.uk

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