Feature BEDDING & SLEEP BAGS
Coffee Break
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, mattress protectors and sleep bags. The good news for retailers is that we have a great level of choice available with regards to bedding that tick all the right boxes for consumers!
Nursery Today caught up with Humayan Ahmad, Founder of Kabode to find out his thoughts on the bedding category. Are new parents looking more closely at the type of fabric used when we look at bedding? New parents are very aware of ways that their actions and purchase decisions can help or hurt the environment. Millennials are the most eco-conscious generation so far, and they seek out fabrics which are produced sustainably, environmentally friendly and which will ultimately feel and perform better in their home than synthetic, man-made fibres.
Is breathability an important factor and an aspect that new parents are aware of? Breathability is something that UK parents are particularly aware of when it comes to mattresses and bedding. They are concerned about the risks of overheating and suffocation, so are reassured by products made of breathable fabrics. Many babies and toddlers suffer from eczema and sensitive skin, so parents are also looking for breathable fabrics that do not cause flare ups.
Do you feel that consumers are now looking for fabrics that carry eco-credentials? Consumers are being offered eco-credentials every time they shop. It has become the norm to see eco-credentials on labels on our clothing, food, and even washing up liquid! This means that products without this are being left behind. However, consumers are savvy to greenwashing, so it’s important that brands can actually substantiate their claims and take provable action to ensure their products and practices make positive changes to the environment. At Kabode this is the core of our business, we use organic and sustainable materials, we are members of 1% For The Planet, we partner with an organisation that donates mosquito nets to children in need and we operate our business from top to toe in an environmentally conscious way. This is very attractive to consumers.
The happy team at Clair de Lune
Quality assured with
Clair de Lune
Nursery Today are proud to support Clair de Lune, one of the leading UK Baby Bedding Manufacturers for nearly 80 years! It’s almost 80 years strong that Clair de Lune has been manufacturing baby bedding in the UK, and with the new faces of the team now focusing on great designs, innovation and product development there is something for every baby store window! As one of the UK’s most trusted baby bedding manufacturers since 1943, they have also helped other companies grow by supporting their own brand labels with the very best in bespoke designs. So be it the Clair de Lune brand you would like to stock, or your own brand label this Manchester based factory has you covered. The factory still uses some of the best traditional techniques mixed with some new technologies to create the very best masterpieces time after time with a quality over quantity ethos. Their staff members are happy to shout about a 30-year-long journey with the best team of seamstresses and designers around making Clair de Lune a happy place to work. From off the shelf fabrics to bespoke organic prints, they are trusted worldwide by top high street retailers to have the very best testing and high quality finished products within the baby bedding industry. Made with love UK baby bedding is what they are all about, and they are so proud of this!
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Are consumers also looking for bedding sets that coordinate? The trend for coordinating bedding sets never goes away. Consumers love to make their homes look cared for and feel homely and stylish, and as the bed is the centerpiece of the bedroom, the bedding often leads the scheme for the whole room. Coordinating sets serve the customers wish for a cohesive look and offer retailers an easy way to upsell by offering the complete range.
Would you say this is a nursery category that is researched online prior to purchase – does social media play a pivotal role in this sector? Kabode works with a large group of influencers, particularly on Instagram, whose photography is absolutely stunning. This gives us a broad range of lifestyle photography to use, showing the product in use in many settings, but also inspires our consumer. A lot of our customers find us through social media, because they see the products in an influencers photo and click to find out where they are from. When they reach our own social media channels we have a great opportunity to share the story behind the design, and we talk a lot about our eco credentials and materials, so that within a few seconds of seeing the product for the first time they have an impression of it in an aspirational, well-designed bedroom, and learn about its quality and USPs.
Do current décor trends affect the decision of which bedding/colour/style they may buy? Decor trends have a big impact on bedding sales. As colours and motifs rise and fall in popularity it creates an opportunity for certain products to become favourites. Kabode has seen huge interest in our rainbow range, as muted rainbows have been very popular for a few years. There are also the longstanding stalwarts of kids’ bedroom themes, animals being the evergreen motif. Our Wildlife design fits this ever-popular theme, with the mustard, black and white colour palette tying into the current colour trends.
