Nursery Today July 2022 by Lema Publishing

JULY 2022 ISSUE 10 VOLUME 25

STYLE + SUBSTANCE )LQG RXW PRUH DERXW RXU XSFRPLQJ WUHQG OHG UDQJHV IRU WKH PRGHUQ VW\OH FRQVFLRXV SDUHQW

1XUVHU\ 7RGD\ )3 &RYHU [ -XO\ LQGG

t E

n % + 3 . k- ) /ŶƚƌŽĚƵĐŝŶŐ ^ŶƵǌ ƵƌǀĞΡ͘ dŚĞ ĮƌƐƚ WƌĞŐŶĂŶĐǇ WŝůůŽǁ ƚŚĂƚ ŐƵŝĚĞƐ ŵƵŵƐ ŝŶƚŽ ƚŚĞ ƉĞƌĨĞĐƚ ƐůĞĞƉ ƉŽƐƚƵƌĞ͘ ͻ hŶŝƋƵĞ <ŶĞĞ ůĂĚĞΡ ƚĞĐŚŶŽůŽŐǇ ͻ ĞǀĞůŽƉĞĚ ŽǀĞƌ Ϯ ǇĞĂƌƐ ǁŝƚŚ ůĞĂĚŝŶŐ ĞǆƉĞƌƚƐ ͻ ŽŵďŝŶĞƐ ƚŚĞ ďĞŶĞĮƚƐ ŽĨ ͚ĐŽŵĨŽƌƚ ƉŝůůŽǁƐ͛ ǁŝƚŚ ĂĚƵůƚ ƐůĞĞƉ ƉŽƐŝƟŽŶĞƌƐ ͻ ^ƵƉƉŽƌƚĞĚ ďǇ Ă ͚tĞ͛ǀĞ ŐŽƚ ǇŽƵƌ ďĂĐŬ͛ ŵĂƌŬĞƟŶŐ ĐĂŵƉĂŝŐŶ ͻ ǀĂŝůĂďůĞ ŝŶ tŚŝƚĞ ĂŶĚ 'ƌĞǇ

KEd d d, ^Em d D dK /^ Ks Z t, Z ^> W '/E^͘͘͘ Ϭϭϳϴϵ ϳϯϰ ϬϮϮ ͮ ƚƌĂĚĞΛŐƌĞĞŶƐŚĞĞƉŐƌŽƵƉ͘ĐŽŵ

&Z ŝŶͲƐƚŽƌĞ WK^ ĂǀĂŝůĂďůĞ

contents Re g uleawrs s

p14

N 6 r Profile 10 Retaile Products 23 & 41 New t er Snapsho 26 Suppli roducts 42 Baby P Association

Contributors 8

the team Penny Franks penny@lemapublishing.co.uk

Christine Contreras christine@lemapublishing.co.uk

Production Director

Retail Matters

Online4Baby’s Managing Director Christy Foster talks to us about how being entrepreneurial is at the heart of Online4baby’s success.

Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

p20

Managing Director Mark Naish mark@lemapublishing.co.uk

Circulation

Retail Matters

Natural Baby Shower’s Co Founder Victoria Hampson explains why their business as an independent nursery retailer is celebrating their recent success.

Ad Manager

Malcolm Naish malcolm@lemapublishing.co.uk

Barking Mad

Pramland’s John Barker looks at the ‘cost of living’ crisis and consumer spending and tells us why he values his team and the support and strength they bring to the business.

Editor

Chairman

Etopia

Asha Bhalsod takes a look at the evolution of Amazon and the challenges it faces and poses today.

p6 0

p30

Robert Thomas robert@lemapublishing.co.uk

Features 14 20 30 34 36

Bedding & Sleep Bags Bathtime Out & About Dolls Prams Maternity Wear

Cover Story 12

CuddleCo

The team at CuddleCo talks us through why it’s now a new chapter for this thriving business.

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

www.nurserytoday.co.uk

p31

28 24

Joie Harrogate Int. Nursery Fair

p36

7KH 8.·V 21/< EDE\ WUDGH VKRZ

' ·W L E L 'RQ·W PLVV EHLQJ SDUW RI D ILYH W I IL KDOO ERQDQ]D +DOO $ 62/' 287 +DOO % 62/' 287 +DOO & 62/' 287 +DOO 0 62/' 287 .LQJV 6XLWH /DVW UHPDLQLQJ VSDFHV

+$552*$7( ,17(51$7,21$/

1856(5< )$,5 WK WK 2FWREHU ZZZ QXUVHU\IDLU FRP NT Advert July 2022 - draft.indd 1

14/07/2022 13:55:33

editor’s letter www.nurserytoday.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

elcome to the July issue – a month that has definitely brought the hotter climes with it! This month our contributors have been busy writing, with Pramland’s John Barker having finally managed to take a well-deserved holiday, but of course with that came the usual stresses of leaving the business. As he says, he need not have been concerned as his team demonstrated their ability to ‘hold the fort’ and keep the tills ringing and the business running smoothly. As he explains: “If I can impart one piece of advice this month it has to be not to undervalue your staff. Clear procedures and systems will allow them to operate in a way you would expect. Yet giving them the freedom to think and overcome problems in their own way is an integral part to establishing a great team.” On top of this, while we are all experiencing the ‘cost of living’ crisis, business for Pramland doesn’t appear to have been affected, with John also stating “It’s remarkable how the cost of living seems to be forgotten when we really want something. This is echoed by our sales. I assumed we would find customers shifting down the range. If someone would normally spend around £1,000 they may jump down to a £600 - £700 pram. We haven’t found this at all, instead of seeing a change to what people are spending on they are simply changing when and how they do it.”

Over on page 40 Online4Baby’s Managing Director Christy Foster talks to us about how being entrepreneurial is at the heart of Online4baby’s success in the wake of her award as EY entrepreneur of the year regional finalist 2022. You will also find Christy’s Top Tips for business growth on page 41. e-Commerce experts Etopia also bring you within this issue a great article of interest, with Managing Director, Asha Bhalsod taking a look at the evolution of Amazon and the challenges it faces and poses today. Simply turn to page 8 to find out more. There is plenty of retailer success stories at present, for example our Retailer Profile takes a look at family run Baby & Co who celebrate their 40th birthday. Baby & Co is best known for its shop in Keynsham, Somerset, which has been a fixture in the town since 1982. You can read more by turning to page 10. Natural Baby Shower are also experiencing a great level of success, with Co Founder Victoria Hampson explaining why their business as an independent nursery retailer is celebrating over on page 36. We also highlight a number of product categories within this issue, so if you are looking for Bedding or Sleep Bags, Bathtime items, Dolls Prams or Maternity Wear – you will find a great selection available to order for your store within the content of this issue! On a final note, if you are sat contemplating whether to exhibit at Harrogate this year now is the

time to decide as space is limited. Following the opening of an additional hall to cope with exhibitor demand, Harrogate International Nursery Fair advises that space is filling fast. With almost 40 new companies signed up for the 2022 event; brands waiting until the last minute to book could well be disappointed. Adrian Sneyd, show organiser explains: “This year has been unprecedented with exhibitors keen to book earlier to secure the best space possible at the show. Historically, many brands wait until after the summer holidays before committing to booking their space; but with so many new and returning companies signing up, we might struggle to accommodate late bookers this year.” For more information, prices and booking forms visit www.nurseryfair.com or contact Adrian – adrian@nurseryfair.com

Looking for bathtime products? Simply turn to page 20

Check out the array of bedding currently available by turning to page 14

nursery today

news

Sponsored by

Gold for New Chair for The Red Baby Products Kite’s Association announced

The Baby Products Association welcomes a new chair to take the helm until 2025 steering the direction of the industry’s trade body, as Andy Crane of BabyStyle finalised his three-year term. Mark Hardenberg Marc Hardenberg of Majuma Ltd, previously vice-chair steps into Andy’s shoes, whilst Phil Howe of Peg Perego takes the role of vice-chair. Robert Anslow, managing director of the Association, comments: “We extend our sincere thanks to Andy who had the unprecedented role of guiding the Association through very troubled waters during the pandemic with patience and confidence. We welcome Marc and Phil to their new roles and look forward to working with them to help guide the future of the Association.” Rachelle Harel of RHSM Sales & Marketing remains treasurer for the Association, which is grateful for her continued support. All members of the Association’s technical committee committed to serve for a further year, except for Suzie Radcliffe-Hart of the Green Phil Howe Sheep Group who has left the company to take a role with BSI; and Mark Buckle of Hardenberg/Angelcare. There is a huge collective plethora of knowledge and experience on the committee and members continue to represent the best interests of the Association on all child care article committees in BSI, CEN and ISO. For more information about joining the Baby Products Association and getting involved in its important work, contact Julie Milne:

Push Me Dubl Twin stroller

How chuffed were the team at Red Kite to be awarded the Gold Award from Made for Mums for the amazing new Push Me Dubl Twin stroller. A super lightweight Twin Stroller for babies and toddlers from birth. A smooth and easy to function stroller than makes lightwork of travelling with two children which is always a bonus! Compact to fit through standard internal doors, one hand easy fold to a handy storage size when not in use and only 11kg weight. Packed with lots of features and supplied with all extras as standard which include independent bumper bars, a full raincover and shaped fleece lined footmuffs which feature unique hand protectors to keep little hands snug and warm during colder days. Styled on a gloss finish aluminium frame with contrasting Pistachio pop of colour. Textured luxury fabric in dark Graphite is the height of sophistication and style.

www.redkitebaby.com

julie@b-p-a.org

iCandy Team up with Celebrity Personal Trainer in Exciting

Initiative to Support Dads

With a new social poll showing a staggering 95% of men believe that it is important to talk more openly about new dad’s mental health, the campaign couldn’t have come at a better time. The same social survey (recently hosted on iCandy’s Instagram platform) also found that 63% of the 1,000+ men questioned felt anxious when they first became dads, confirming to the brand just how important it is to ensure they feel supported and confident to open up in early fatherhood. The much-loved brand has been working with celebrity PT Rich Tidmarsh to create a unique space for Dads to access across the country. The thought provoking and engaging campaign has garnered huge interest across its wide-reaching social platforms, as each week well known content creators (and iCandy users themselves!) Jay Porter, Kwadwo Benko and Daniel Cutting, have taken to the brands Instagram channel to publish weekly workouts and live material. From mental health to fitness, bonding with baby, cooking and more, Dads have been invited to watch the weekly activities and join the #iCandyDadsClub community to feel part of a unique and supportive group of dads. Speaking about the campaign, MD Martin Boyle said: “We are extremely proud of this campaign. Dad’s Club has gone far beyond its initial thinking but having heard from the dads in our community we know just how important it is to use our platform to talk openly about fatherhood.” Dads Club, is an inspired social concept to support new dads, work on their fitness, improve their mental health and encourage them to schedule in a little ‘me time’. He continued: “I am thrilled to announce that due to its huge popularity, the Dads’ Club will be staying as a regular feature here at iCandy. After its initial 6-week launch, Dads’ Club will continue, with focused blogs, newsletter specials and social campaigns – watch this space!”

www.icandyworld.com 6

nursery today

Joie presents

Sunshine mini bus

Joie has been working with Variety Golf for many years and has recently raised over £40,000 for a sunshine coach which they were delighted to be able to present to Willaston Community Farm on The Wirral. Joie was joined by Stan Boardman, whose charity work for Variety and Variety Golf has only grown, following his award of their prestigious Silver Heart in 2013 – to date he has helped raise funds for over 200 coaches for underprivileged children up and down the country including Cheshire and Merseyside. Joie, the award-winning baby brand is one of the major sponsors of Variety Golf and along with comedian Stan, has worked hard to raise funds, with the last event raising over £40,000 and more importantly funded another Sunshine coach. Managing Director of Joie, David Welsh said: “We are delighted to be able to support Variety Golf and present this minibus to Willaston Community Farm, we hope it will help Willaston to go on providing the excellent support it gives to the community through its education and training courses” Paul Jackson CEO said, “The future is looking bright at the farm and we intend to expand the sunshine coach to all our services and the youths of our surrounding community, we are so grateful for all the hard work and support from Stan and David Welsh of Joie, and we are thrilled that the local community and Hassan Hijazi and Lisa Breakspear of Cheshire West and Chester Council along with Birkenhead MP Mick Whitely could join us for the presentation and the most memorable day at the farm.”

Sponsored by

news

Lansinoh committed to supporting new mums

Bumble Beez appoint

bébélephant Bumble Beez, manufacturer of the Twin Bath, has appointed bébélephant as their UK distributor. The Twin Bath is the brainchild of mumpreneur Laura McGlade. She comments, “Bumble Beez was born following my second pregnancy with TWINS! At the time I conceived the idea, my hands were (and still are) extremely full, with newborn twins and an 18-month-old! It started when I tried to bathe the girls for the first time on my own after my partner had returned to work. I quickly found myself in a terrifying and dangerous situation, and this is how the twin bath came about.” Announcing the appointment of bébélephant, Laura commented “I showed the product to Elliot recently and was immediately drawn to his own enthusiasm for the concept. I was particularly

impressed by his company’s warmth and determination to help me and the Twin Bath succeed.” Commenting on their appointment, Elliot Bishop, Managing Director of bébélephant noted, “This is a great hack for parents and one its hard to believe didn’t exist before now! One cannot be blown away by the work ethic and drive of the creator, Laura, who would make a great case study, were one needed – on how to launch a product. The Twin Bath has been met warmly by the trade and launches with Toys R Us when they re-open shortly.” The Twin Bath featured on BBC’s Look North on Thursday 23rd July 2022. For further information contact Elliot Bishop: elliot@bebelephant.com | 020 8202 1467

www.bumble-beez.com

Maternal health brand and breastfeeding expert, Lansinoh, is offering access to expert midwives via live chat 7 days a week to support mums-to-be and new parents with any concerns and questions they have about their pregnancy, birth and post-partum journey. Midwives will be able to advise mums on pregnancy, labour, birth, breastfeeding and life with a newborn, and will aid in answering questions, dispelling misconceptions and being a general support during what can be sometimes quite an overwhelming time in a new parent’s life. The latest partnership sees Lansinoh team up with Epical Global and comes at the perfect time when national media are reporting midwife shortages. The live midwife chat is designed to lend support and advice to new mums and parents from pregnancy to early parenting – up to 2 years post-partum. Lisa Craven, Lansinoh’s UK Marketing Manager said of the new initiative: “We are so excited to be able to offer this service in the UK. As a brand that has been trusted by mums for nearly 40 years, our goal is to support new mums in every aspect of their pregnancy and post-partum journey. We understand that services may have been stretched and we hope that by offering this free service, mums to be and new mums can easily access support in their time of need.”

www.lansinoh.co.uk

(ŃơĐŲǍĞƙ ¾ľĞ f ä ¦śóǔƖĞŦɑ ɍ HŲśėơ ÅƖ ˀ (ŲǎŦ UŦ ±ĞĐŲŦėơ ɍ tĞơľ ±ŃėĞơ HŲƙ UŦĐƙĞóơĞė ÝŃơŃďŃśŃƭǔ ɍ !ƙĞóƭĞ ó ±óĶĞ ±ƖóĐĞ HŲƙ jŃƭƭśĞ ŦĞơ ¾Ų ¦śóǔɑ

Uv¾© (Å!¾ ©ä HH1©± HŲƙ vĞǎ ©ĞƭóŃśĞƙơ ǍóŃśóďśĞ

e-Commerce ETOPIA

The Evolution of Amazon

and the Challenges it Faces and Poses Today Over the past decade, the internet has advanced into the desired medium for marketing, advertising, and purchasing of products, goods, and services; e-Commerce has grown to rival traditional shopping in many ways. The retail landscape has evolved dramatically, accelerated by COVID-19, which has thrust us into virtual cocoons and intensified our reliance on digital infrastructure and delivery services.

Etopia’s Managing Director, Asha Bhalsod

nursery today

receded by tech giants like Amazon, who joined the space in 1995, and later Google and Paypal who launched their e-Commerce initiatives in 1998, the overall journey of online shopping is far from finished. COVID-19 has been quite impactful in the e-Commerce realm. Pre-COVID, Amazon was treated like a 2nd tier account. However, Amazon is not just another sales account. It’s a formidable marketplace with extensive marketing power. Brands should treat it as a Tier 1 account, and your e-Commerce strategy should reflect that. COVID highlighted how many businesses were not set up correctly on Amazon and how brands did not fully capitalise on all the benefits this marketplace offers. Those brands with an entrenched Amazon mindset were able to meet the demand of a customer base desperate to get first-hand access to staple products. And they have their 2019/2020 profit margins to show for it! Post-COVID, it has become evident how an Amazon mindset will lead to a sustainable, robust business with them, driving profitability for both the brand and Amazon. So, what does all of this mean for e-Commerce and Amazon? Simply that brands will have to remain in tune with the impact Amazon has on the e-Commerce landscape and embrace this marketplace as

a Tier 1 account. It doesn’t make sense to expect success on Amazon when your e-Commerce strategy does not line up with the landscape changes. The Q1 period is always stressful. There is no way of getting around the Amazon reviews and vendor agreement negotiations. Amazon will always push for accruals and allowances in addition to the cost of the goods sold on Amazon. Always remember that your revised agreement is not a list of demands, but a negotiation that you can impact. Go in prepared and find the compromise that benefits both parties. Brands must advertise to stand out in a competitive market. More product views than ever are coming from paid placements on Amazon. When you pay-to-play, you need to optimise every penny spent. And Amazon PPC is not a short-term strategy. A long-term approach will win more clicks and sales from other retailers, boosting your organic placements to boot. Amazon’s advertising business has become the number 3 player in digital advertising and has grown larger than YouTube’s advertising business! They also make more money than Microsoft, Twitter, and Snapchat combined on advertising. Advertising generated $31.2 billion last year and about the same annual revenue as their Prime and subscription services this year. Amazon advertising is certainly a force to

be reckoned with and needs more consideration from a business perspective. Any winning Amazon strategy should focus on listing optimisation. You cannot increase ad spend, run promotions and still expect your listings to convert well. One of the most important levers you can pull to boost sales and increase organic rankings is by creating clear titles and brilliant bullet points to educate, persuade and convert your audience. Think about your holistic approach. Do you have a trader mentality by just selling products? Or are you building a brand on Amazon by capitalising on all its marketing capabilities? Brand Stores offer brands the opportunity to showcase their extensive range of products in a cohesive and personalised way. Brands have more control over how to present products to customers and the type of information published. A+ content allows you to showcase the value of your products by incorporating multimedia content to make your product page more attractive to customers. Don’t forget that Amazon account managers have different skills than national or key account managers. You will have to recruit differently for Amazon. Alternatively, you can appoint an agency as an extension of your in-house team, working in parallel with your brand to achieve your Amazon goal. And it’s no secret that forecasting has

news

Amazon can drive volume, but brands have to be careful to ensure that volume doesn’t come at the cost of customer loyalty. The competition is struggling to keep up with Amazon. This year, Amazon will pocket more than $400 billion from the US’ roughly $1 trillion in e-Commerce sales. The retail giant will also rake in more than five times the digital sales of its closest rival, Walmart Inc., and see those sales grow by 14.6%, faster than the overall US e-Commerce market, which will expand by 14.1%. The prediction is that 60% of businesses will be entirely e-Commerce led by 2025. To be part of this movement, brands need to become cautious about where to focus their time, energy, and money to keep up with the broader e-Commerce landscape. Looking forward, just like the pandemic has transformed how we do business and relate to our sales environment differently, brands need to transform their internal structures and mobilise a dedicated team with an almost unwavering commitment to e-Commerce and Amazon. Traditional marketing like TV, PR, etc. should not be completely replaced, however, a transformed approach should be taken. When you have an Amazon mindset, you are instinctively going to push your marketing teams to allocate budget to Amazon Advertising, as well as your other sales initiatives. It’s all about balance. You need to decide how you would like to tip

“

Amazon’s advertising business has become the number 3 player in digital advertising and has grown larger than YouTube’s advertising business! They also make more money than Microsoft, Twitter, and Snapchat combined on advertising.

the Amazon scales in your favour! The competition in the market is tough, and if your product and brand do not stand out on Amazon, you will lose. Post pandemic, developing a winning all-encompassing e-Commerce strategy, which allows you to pull the correct levers in marketing, operations, and sales are of utmost importance. Strategy evaluation has to be ongoing. It cannot just be done once!

And this is where Etopia Consultancy comes into play. We will develop, implement, fine-tune and pivot your Amazon strategy based on your goals so that you can remain ahead of the competition, and aligned with evolving Amazon landscape. To book a consultation or learn more about Etopia, contact Asha on asha@etopiaconsultancy.com.

“

been turned on its head. The importance of keeping Amazon in stock has changed the business forecasting process forever! Make sure that you have a data analyst in your team to keep track of the trends. If you want to enjoy the best of both the Vendor and Seller Central worlds, then following the Hybrid Model will be the best for your brand. You will have a variety of options available to you, both practically, and strategically. However, you have to meet the criteria of being a vendor on Amazon, and you also need to manage a Seller Central account full time. Amazon has changed its policies around packaging requirements for shipping and has become quite relentless around metrics like dimension and weight. They are enforcing specific rules around packaging dimensions which not all products fit into. For optimal planning purposes, brands will not have the luxury of buying in bulk and sending unlimited stock to Amazon. Brands will have to become creative and at the same time, make sure they create packaging that makes commercial sense otherwise, they will be losing economies of scale. They also have to consider the environmental impact of their lines. Where is the trade-off? The question of whether brands should distribute on Amazon ultimately comes down to whether the platform can provide incremental sales without eating into their bottom lines. There’s little question that

Sponsored by

Angelcare introduces their new Baby Bathtub – Launching Autumn 2022

The Angelcare 2in1 Baby Bathtub is the latest product to be added to their award-winning baby bathing collection Angelcare’s ever-popular bathing collection is growing with the addition of a Baby Bathtub, the popular soft touch material which warms to the temperature of the water and babies’ skin is part of the clever design of the tub. This feature also available on the iconic Baby Bath Support and Seat, is what parents & babies love most about the Angelcare bathing range. Suitable from birth to 12 months, the bathtub is multifunctional, the tub cradles younger babies, and once baby can sit unaided the Bathtub is perfect for them to splash & play whilst parents can wash with both hands. Other key benefits include, made from durable lightweight plastic, ergonomic design with positioning bump to cradle baby, anti-slip legs, no assembly required and easy to wash and store and multifunctional it can be used in the family bath, shower or directly on the floor. Available to preorder now for delivery in October. For more information on Angelcare products contact: +44 (0)1785 503 305 amcallister@angelcaregroup.com | www.angelcarebaby.com

Visitors can look forward to a 5x

hall bonanza! Following the announcement that Harrogate International Nursery Fair – which takes place from 16th to 18th October 2022 – had already used up its initial space allocation; the organiser today announces recent expansion plans are already attracting more brands to confirm. Adrian Sneyd, show organiser, explains: “It was amazing to be able to fill our original space so early and we were very keen to be able to continue to grow the show to bring more opportunities for buyers to see numerous new brands and products. The ability to now expand into the new Kings Suite Hall is already attracting further brands to book and more enquires are coming in daily. “The Kings Suite plans have been available for a very short time, but already we have Cosatto and Tutti Bambini taking large stands with many other enquiries in the pipeline, including international brands. The extra space offers flexible stand sizes to suit all needs and will be very familiar to visitors as an area that we have used in recent years.” If you manufacturer or supply baby products to the trade – Harrogate International Nursery Fair is a must attend event. If you would like to exhibit, visit www.nurseryfair.com and complete the online booking form with your requirements and Adrian will get back to you as soon as possible. If you are a Baby Products Association member, don’t forget to mention this as you will be offered a preferential rate. nursery today

retail

BABY & CO

Birthday celebrations at Baby & Co A family-run baby shop, Baby & Co celebrate their 40th birthday and business is booming as royals and celebrities drive surging sales of ‘designer’ nursery gear.

aby & Co is best known for its shop in Keynsham, Somerset, which has been a fixture in the town since 1982. But that is only part of the story and with them stating they are one of the country’s top ten independent nursery retailers with a fast-growing online operation run out of a warehouse in Nailsea catering for the 680,000 babies born in the UK each year. The business was founded by Ian Mills, 75, and his wife Clare, 69, in 1982 as Keynsham Pram and Cycle Centre before changing the name to the snappier Buggies and Bikes in the 1990s, with them dropping the sales of bikes 20 years ago with the focus now on selling high quality mid-range and upmarket prams and nursery products, with the business rebranding to Baby & Co. Their son Jeff Mills, 46, joined as a director in 2002 and all three run the business together with Ian overseeing the shop as managing director, Clare taking care of the book-keeping and buying and Jeff running the online operation. Expectant parents are spending up to £2,000 on prams, car seats and other nursery items as celebrities with young children such as Hollywood stars Bradley Cooper and Anne Hathaway and model Rosie Huntington-Whiteley and new royal parents such as the Duke and Duchess

nursery today

of Cambridge and Prince Harry and Meghan Markle fuel demand for more expensive ‘designer’ nursery gear. The most expensive pram and travel systems at Baby & Co can cost as much

just need to know about practical issues such as how heavy it was. Now they see a celebrity pushing a particular fashion brand of pram and say: ‘I want that, too.”

“It is wonderful to be celebrating 40 years. Some of our customers are the grandchildren of the parents who first came to the shop when we opened.” Jeff Mills as £1,700 with fashion brands such as Fendi, Dior and Versace developing nursery ranges to capitalise on the boom for upmarket products. Jeff Mills, 44, said: “It is wonderful to be celebrating 40 years. Some of our customers are the grandchildren of the parents who first came to the shop when we opened. “The nursery industry has changed so much and become much more fashion based over the last 20 years. “Celebrities and royals have all fuelled demand for more expensive brands. A high profile new mum such as the Duchess of Cambridge will be seen out using a brand such as Bugaboo and we will get lots of orders for the same product off the back of that exposure. “Before prams were seen as a functional product and parents would

With prams and pushchairs often seen as ‘trophy’ items, Jeff adds: “Prams are seen as a luxury product by a lot of expectant parents and they want to be seen pushing a ‘cool’ pram when the baby is born. That works for us because we have always sold premium products and a lot of our stockists will keep their designer gear exclusive to respected independents such as us, so parents cannot buy some of the more expensive items on online only retailers. “The other trend is towards suppliers using more sustainable fabrics. There is a lot of talk in the industry about the environmental impact of nursery products. I see this becoming a more important factor over the coming years.” Ian and Clare still live in Keynsham and Jeff went to the now closed Bath Hill Primary School and Wellsway

Secondary in the town. Jeff lives in Wiltshire with his wife Joanne, 44, a freelance marketeer, and their son Freddie, aged 10. Jeff was a toddler when the shop first opened and he worked in fashion after studying business at university in Luton before joining the family business. When the shop first opened, there were six independent nursery shops in the Bristol region including famous local names such as Hurwoods in Old Market Street in the city centre and Hardings in Bedminster. Now, possibly, only Baby & Co remains of the independents and the only national retailer competing in the baby market is John Lewis in Bristol after the 2019 closure of Mothercare which had three branches in Bristol in busier times. Most competition for Baby & Co comes from online giants which is why the company has been so keen to build its online operation. The key to the explosion in online sales was bringing in Bristol-based back office software specialists Brightpearl, which transformed their online operation. Before introducing the system, online orders were still being inputted manually, taking two full-time staff around 70 hours a week. Jeff explained: “When things were quiet, we could just about keep up with the

manual tasks. But when orders spiked, such as after Black Friday, we would have to spend days working late just to key in the sales data from one day. It was crazy, and totally unsustainable.” The Brightpearl team had the whole system up and running in just over a month. Jeff said: “Now, thanks to Brightpearl, most of our workflows are automated and everything is synced so that we can get a real-time overview of the business at any time. It means we’re able to take a very hands-off approach to everything from managing inventory to order fulfillment. “Brightpearl is also committed to constantly adding new cutting-edge retail functions, which was important to us because we don’t want to continually have to invest in new systems. We want a system that can grow as we do, so it suits our business today and in five or 10 years’ time.” Jeff said that Baby & Co had thrived while giants such as Mothercare had failed by following the company motto of being ‘adorable and affordable.’ He said: “Margins have always been fairly tight in the nursery sector and big stores such as Mothercare were spending a lot of money on bricks and mortar stores when the industry was moving online. “The national chains were all

based in big sheds out of town and people starting a new family wanted an experience that was more intimate and local. “I still work in the shop every Saturday so I can interact with our customers and see what products they like and don’t like. If I was stuck in an office all the time, I wouldn’t get those kind of insights.” As a business, Jeff has kept in line with all trends, with the main factor being the move to online platforms. “We have always been looking to adapt and were one of the first independents to start trading online more than 20 years ago when I joined

the company.” Adding “I took the website that mum and dad first set up and made sure we were always ahead of the game online.” Despite facing supply chain issues and rising prices, Baby & Co is confident about continued growth and delivering on its reputation for providing a personalised shopping experience for parents-to-be in Keynsham, Bristol, and beyond. Jeff added: “We’re excited about the future. And although there’s lots of uncertainty in retail right now, we are confident we have the business in a good shape for the next 40 years.”

nursery today

Cover Story CuddleCo

A NEW CHAPTER ,I ZH ZHUH WR FKRRVH WKUHH ZRUGV WR GHVFULEH WKH &XGGOH&R +HDG 2IILFH DW WKH PRPHQW LW ZRXOG EH EXVWOLQJ H[FLWHG DQG LQGXVWULRXV ZLWK D VSULQNOLQJ RI DQWLFLSDWLRQ 2ND\ PD\EH QRW D VSULQNOH KHDSV %XW ZKR FDQ EODPH XV" :HÍUH SUHSDULQJ IRU VRPH RI WKH EXVLHVW \HW PRVW H[FLWLQJ PRQWKV DKHDG &XH WKH QHYHU HQGLQJ FXSV RI FRIIHH /HW XV ORRS \RX LQ 7KH ILUVW KDOI RI KDV EHHQ GHGLFDWHG

WR GHYHORSLQJ DQG FXUDWLQJ D QXPEHU RI QHZ WUHQG OHG UDQJHV IRU WKH PRGHUQ IDVKLRQ FRQVFLRXV SDUHQW :HÍYH DOVR PDGH D KXJH LQYHVWPHQW LQ RXU WHDP WR HQVXUH ZHÍYH JRW WKH EHVW SHRSOH WR GULYH RXU EXVLQHVV IRUZDUG (QVXULQJ ZH FDQ OHDG WKH ZD\ LQ WKH QXUVHU\ LQGXVWU\ ,Q WKH ODVW PRQWKV ZHÍYH FUHDWHG WZR QHZ GHSDUWPHQWV LQYHVWLQJ LQ 0DUNHWLQJ DQG 'HVLJQ DV ZHOO DV JURZLQJ H[LVWLQJ WHDPV WR VXSSRUW WKH GHPDQGV RI WKH EXVLQHVV &KDUOLH -DFNVRQ LV RQH RI WKH

PDQ\ QHZ IDFHV WR MRLQ WKH WHDP DV RXU QHZO\ DSSRLQWHG &UHDWLYH 'LUHFWRU DV ZH SLYRW WR EHFRPH D PRUH WUHQG IRFXVHG GHVLJQ OHG EUDQG :HÍUH IRFXVLQJ RQ LGHQWLI\LQJ XSFRPLQJ WUHQGV WKDW GULYH RXU FXVWRPHUÍV WDVWH DQG EHKDYLRXU DV ZHOO DV QHZ RSSRUWXQLWLHV ZLWKLQ WKH PDUNHW 6R ZH FDQ RIIHU LQVSLULQJ FUHDWLYH GHVLJQV DQG SURGXFWV ZLWK FRPPHUFLDO FRQILGHQFH $QG RQ WKDW QRWH Ê ZHÍUH WKULOOHG WR ILQDOO\ VKDUH WKDW ZH KDYH QHZ IXUQLWXUH UDQJHV FRPLQJ \RXU ZD\ YHU\ YHU\ VRRQ 7KLV H[SDQVLYH UDQJH ZLOO DOORZ XV WR WUXO\ RIIHU VRPHWKLQJ IRU HYHU\RQH QR PDWWHU ZKDW \RXU VW\OH RU VSDFH DQG PRVW LPSRUWDQWO\ EXGJHW 2XU 3URGXFW 'HYHORSPHQW WHDP ZRUN WLUHOHVVO\ WR JXDUDQWHH WKDW RXU ODWHVW QXUVHU\ IXUQLWXUH UDQJHV KDYH D ZLGHU YDULHW\ RI SULFH SRLQWV UDQJLQJ IURP d WR d ZLWKRXW DQ\ FRPSURPLVH RQ TXDOLW\ :H FDQÍW ZDLW WR VKDUH RXU QHZ WUHQG OHG GHVLJQV WKDW KDYH EHHQ FUDIWHG WR EUHDN WKH QXUVHU\ IXUQLWXUH PRXOG %XW XQWLO WKHQ ZH WKRXJKW ZHÍG JLYH \RX D OLWWOH WHDVHU RI MXVW VRPH RI WKH WKLQJV WR FRPH

1856(5< '(6,*1 72 ,163,5( 2QH RI RXU QHZ UDQJHV LV LQVSLUHG E\ WKH SRSXODU %RKR LQWHULRU WUHQG $ EHDXWLIXO 12

nursery today

1XUVHU\ 7RGD\ '36 (GLWRULDO [ -XO\ LQGG $OO 3DJHV

QHXWUDO SDOHWWH ZLWK VRIW HDUWK\ KXHV SHUIHFWO\ FRPSOLPHQWHG ZLWK ZDUP QDWXUDO WH[WXUHV ,Q VWDUN FRQWUDVW ZHÍUH EULQJLQJ LQ DQ XOWUD PRGHUQ VKRZ VWRSSLQJ IXUQLWXUH UDQJH LQ FKDUFRDO EODFN DQG RDN :H SUHGLFW WKLV H\H FDWFKLQJ FRPELQDWLRQ ZLOO EH D KXJH KLW ZLWK WKH PRGHUQ SDUHQW $QG WKDWÍV QRW DOO $V ZHOO DV WKHVH H\H FDWFKLQJ IXUQLWXUH VHWV ZHÍYH EHHQ EXV\ GHYHORSLQJ D UDQJH RI DFFHVVRULHV LQFOXGLQJ EODQNHWV SOD\PDWV DQG VWRUDJH EDVNHWV LQ D YDULHW\ RI SULQWV DQG SDWWHUQV 3OXV ZH KDYH D QXPEHU RI SULQWV DQG SRVWHUV WR DGRUQ WKRVH QXUVHU\ ZDOOV

67</( 68%67$1&( $OWKRXJK RXU SURGXFW FDWDORJXH FRQWLQXHV WR JURZ VDIHW\ UHPDLQV RXU QXPEHU RQH SULRULW\ :H FDQ ZKROH KHDUWHGO\ VD\ WKDW QR SURGXFW ZLOO HYHU OHDYH RXU ZDUHKRXVH ZLWKRXW EHLQJ WHVWHG WR WKH KLJKHVW VWDQGDUGV $OO RXU SLHFH QXUVHU\ IXUQLWXUH VHWV DUH PDGH LQ (XURSH XVLQJ VXVWDLQDEO\ VRXUFHG TXDOLW\ PDWHULDOV :H WHVW WR %6 (1 DQG ZKHUH DSSOLFDEOH ),5$ VWDQGDUGV WR RIIHU SHDFH RI PLQG WR ERWK UHWDLOHUV DQG H[SHFWDQW SDUHQWV &OHYHU GHVLJQ DQG TXDOLW\ HQJLQHHULQJ PHDQV RXU IXUQLWXUH HDVLO\ DGDSWV DV EDE\ JURZV HQVXULQJ LWÍV ORQJHYLW\

2XU RIIHULQJ GRHVQÍW HQG ZLWK RXU H[WHQVLYH SURGXFW UDQJH :H DOVR KDYH DQ RXWVWDQGLQJ 8. EDVHG FXVWRPHU VHUYLFH WHDP ZKR DUH DYDLODEOH WR DQVZHU DQ\ TXHVWLRQV DQG VXSSRUW UHWDLOHUV DQG FRQVXPHUV DORQJVLGH WKHLU UHJLRQDO DFFRXQW PDQDJHUV

1(;7 6723 +$552*$7( :KDW EHWWHU ZD\ WR ODXQFK RXU QHZ UDQJHV WKDQ DW WKH ELJJHVW QXUVHU\ HYHQW RI WKH \HDU ZLWK RXU ELJJHVW VWDQG HYHU :H FDQÍW ZDLW WR XQYHLO RXU EUDQG QHZ GHVLJQV DQG LQWURGXFH \RX WR RXU QH[W HUD RI QXUVHU\ IXUQLWXUH DQG DFFHVVRULHV 6HH \RX VRRQ

285 6(59,&( 7$,/25(' 72 <28 2XU VT IW ZDUHKRXVLQJ IDFLOLW\ PHDQV ZH FDQ RIIHU LQYHQWRU\ DQG FDUULHU PDQDJHPHQW UHFHLSW VWRUDJH DQG UHWULHYDO $V ZHOO DV SLFNLQJ DQG SDFNLQJ ZH FDQ SURYLGH IXOO GHOLYHU\ DQG IXOILOPHQW PHWKRGV IRU 'URSVKLS DQG ZKROHVDOH FXVWRPHUV DQG PDQ GHOLYHU\ WR D URRP RI FKRLFH

nursery today

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!

www.clair-de-lune.co.uk 14

nursery today

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.

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 K raemer 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

Feature BEDDING & SLEEP BAGS

Complete

the look

These beautiful bedding sets from Silvercloud come with everything needed to dress baby’s cot or cot bed, including a coverlet, fleece blanket and fitted sheet. There are three playful designs to choose from (Counting Sheep, Safari Friends and Treetops) to help create an individual themed nursery. Adorable characters appear on almost every piece with a gentle, unisex colour palette. Discover matching nursery accessories to complete the look. Suitable from birth. All collections are exclusively designed in the UK. Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

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

Better for

babies

Made to fit

Chicco’s fitted sheets are perfect to compliment the Baby Hug 4 in 1 and Baby Hug Air. The set of two fitted sheets are available in a selection of stylish new colours and designs for 2021, including Sheep and Bear patterns. Made from 100% cotton, the fitted sheets are also machine washable.

www.chicco.co.uk

Sustainably sourced bedding from Kabode Baby and children’s sleep is a delicate thing that needs to be nurtured. Whether you’re whispering a bedtime story, shh patting until your arm goes numb, or laying a kiss next to long dreamy lashes, you need to know that you’re doing the best for your little one. Kabode bedding is better for babies, children and the planet. Every product is made with sustainably sourced, organic 100% cotton, and every sale supports the Against Malaria Foundation, funding the donation of mosquito nets to children who need them. Kabode quilts, sheets and duvet sets are made to last with designs that will inspire big dreams.

www.kabode.co.uk 16

nursery today

Natural comfort The Little Green 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.

01789734022 trade@greensheepgroup.com www.thelittlegreensheep.co.uk

Feature BEDDING & SLEEP BAGS

Unique design with

SnüzPouch

Thoughtfully designed with an innovative twist, SnüzPouch is the award-winning baby sleeping bag that promises to reduce night-time disturbances for babies (and parents) thanks to its genius nappy change zip, which has been 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!

01789734022 trade@greensheepgroup.com www.snuz.co.uk

Organic

baby bedding 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

Super

Cosy Bedding bursting

with colour

The Snüz range of baby and toddler bedding promises striking, unique designs that are full of fun and bursting with colour. With the stunning range of printed baby bed sheets, baby blankets, bedding sets, Snüz offers everything a family needs to give their cots and cot beds a stylish twist with prints featuring stars, rainbows, spots and clouds, there is a design for everyone. Reversible duvet covers and pillowcases are created using 100% soft jersey cotton for a comfy and breathable sleep environment, while the 100% cotton printed sheets are super soft, lightweight and perfect for newborn skin.

01789734022 | trade@greensheepgroup.com www.snuz.co.uk

Made from crisp white cotton with fresh print colours, appliqué and embroidered details, these super cosy sleeping bags from Silvercloud, will keep baby warm and snug all night long. They are machine washable and include a zip to make night time changes easy. The Counting Sheep and Safari Friends sleeping bags are both available separately and coordinate beautifully with Silvercloud’s matching bedding ranges. Suitable from birth. All collections are exclusively designed in the UK. Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

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

nursery today

nursery matters JOHN BARKER

Barking Mad Pramland’s John Barker takes a look at the ‘cost of living’ crisis and consumer spending and tells us why he values the team at Pramland and the support and strength they bring to the business.

ello one and all, I hope you are all well and trade has been good since my last article. We continue to see less than stellar footfall turning in to average days and I must admit it’s becoming a little frustrating. When no two days are the same it’s hard to plan and keep moving forward, but it’s something we must do. Chin up (or is it chins in my case?) as they say. This month I’ve had lots of excitement as it was time for a Holiday! I know I managed to get away for a short break with Mrs B earlier this year, but it was 2019 since the Barkers hopped on (or is it in?) a plane and jetted off on a family holiday – and boy was I ready for one.

How is it possible that when you take two weeks off it takes a week of preparation before your leave followed by weeks and weeks of catching up afterwards? At least my team didn’t let me down, not one bit! They’ve managed to keep the place going, keep the till ringing, not kill each other and keep my desk relatively clear of problems. . . .and for that I say well done guys and THANK YOU, I’m very proud of you all. Ok, so before I went we had a few minor disasters, like one of the team deciding it would be a great time to almost die causing me to go in to panic cover mode. But the team pulled together and I shouldn’t have worried. I did however manage to completely

it’s rem ark able ho w th e cost of living see ms to be forgotten wh en we rea lly want someth ing . This is ech oed by ou r sales. 18

nursery today

john@pramland.co.uk

Image source Pexels.com mess up my dates. I’m taking the full blame for this one, I’m good with that. I managed to get it in to my head that we would be landing back in the UK on the Sunday morning. I’d organised the cats to be in the cattery until the Sunday afternoon, the dog to go to the kennels until the same time and even the shop rota took this date in to account. Oooops we didn’t actually land until the Monday morning! After a bit of frantic ringing around I managed

to get this little hiccup sorted, but it goes to show that sometimes you need to concentrate on more than just work things I guess. Thanks to my stupidity I even managed to really confuse the poor chaps at Birmingham Airport Valet Parking. After an eight hour flight and 1 1⁄2 hour coach transfer we did get an amusing arrival in to downtown Orlando where our coach driver decided to beach the coach between

the road and entrance to a hotel. The coach was left floating, supported only by the rear fender and the front wheels. With no drive wheels in contact with the floor we had to sit there blocking two of International Drives lanes. After lots of horn blowing from other drivers and head scratching from our coach driver the police finally arrived. I had hoped that something awesome would happen like them drawing their side arms and blowing out the tyres, but alas they spent most of the time laughing at the drivers misfortune and asking what he intended to do about it (helpful). Eventually a new coach arrived and we quickly transferred ourselves and our luggage to the new coach. Thankfully this new driver knew the roads a little better and we arrived at our hotel, ready for our holiday. One thing I did found myself saying to Mrs B constantly (and I mean constantly) was how there is a cost-of-living crisis going on. Every Uber we jumped in resulted in the driver telling me how they are broke because Uber has excessive fees and that they are having to pay $4.00 per gallon! Imagine that! £3.50 per gallon instead of the £10 plus we are paying. Considering how footfall across retail has been hit over the past few months I was startled to see the amount of spending. We visited a couple of

designer malls (you know, with me being a fashionista LOL) and people just seemed happy to grab arms full of garments – these same people will then go home and moan about gas prices and being broke. You may or may not have guessed but I’m a slight Star Wars fan, so me heading into Galaxies Edge at Disney is like taking a child in to Santa’s grotto. Don’t get me wrong, I invested in all the Star Wars Merch I wanted but I was out “Merched” by so many people it was insane. We are talking $110 - $200 per legacy lightsaber and some people left the store with boxes and boxes under their arms. One person in front of me at the checkout spent over $1,800 on sabers! “There’s a cost- ofliving crisis going on” I found myself saying to Mrs B (yet again). My point being it’s remarkable how the cost of living seems to be forgotten when we really want something. This is echoed by our sales. I assumed we would find customers shifting down the range. If someone would normally spend around £1,000 they may jump down to a £600 - £700 pram. We haven’t found this at all, instead of seeing a change to what people are spending on they are simply changing when and how they do it, getting ever closer to their due dates before ordering.

If I can imp art one piece of advice thi s month it has to be not to undervalue you r staff. Cle ar procedures and system s will allo w the m to operate in a wa y you would exp ect . Yet giving the m the free dom to think and overco me problem s in their ow n wa y is an inte gra l part to esta blis hin g a grea t tea m. Two weeks seemed to fly past and before I knew it, I was back in blighty. Having to argue with a chap at the Valet Parking at 4:35 am was a lovely way to come home but eventually he understood how I’d messed up our dates and agreed not to charge me (#winningatlife). Jet lags a killer and I decided to head to the store in an attempt to stay awake. I had thought I’d walk into a disaster area. I assumed my desk would be plastered in post it notes documenting a whole host of issues I’d need to resolve. Possibly a wall reduced to rubble, a ceiling collapsing or at least a light bulb out. . . .nothing! I guess it goes to show the importance of having a good team.

Having the right group of people to support you whether you are there or not is vital. When you’ve worked so hard to get a business to a point it’s so difficult to let go. I won’t lie I was very apprehensive, but I was so wrong to be. If I can impart one piece of advice this month it has to be not to undervalue your staff. Clear procedures and systems will allow them to operate in a way you would expect. Yet giving them the freedom to think and overcome problems in their own way is an integral part to establishing a great team. You know those reigns you’ve got a tight grip of? Let them go and your team will step up – you have to – you can’t be in the store all day every day.

Free Essentials Bag with the Doona Car Seat & Stroller. Hurry offer ends 31st August.

Offer excludes special editions. Offer ends 31 August 2022.

&RQWDFW \RXU $FFRXQW 0DQDJHU WRGD\ _ VDOHV#FXGGOHFR FR XN _ 1XUVHU\ 7RGD\ +3 +RUL]RQWDO [ -XO\ LQGG

Spotlight BATHTIME

Coffee Break Nursery Today caught up with Bumble Beez Managing Director, Laura McGlade, to find out more on their innovative Twin Bath – the first of its kind. What was the inspiration behind the creation of Bumble Beez Twin Bath?

The inspiration behind the brand and the product came from my own experience of parenting 3 under 2! Bumble Beez was born following my second pregnancy with twins.

Laura with her children, the inspiration behind The Twin Bath.

Did you research the bathtime category and how did you find the ‘gap in the market’ for this product?

I started searching the internet after experiencing first hand that bath time with twins was super hard work alone! I didn’t find anything in the slightest way suitable and it appeared there was an enormous gap in the market for a product like this. Once worldwide searches were carried out by a patent attorney, I learnt that it in fact didn’t exist until now.

What would you say makes this bathtime product unique?

This is the only twin bath in the world and is also the only front facing bath. It’s also manufactured In the UK, which makes me especially proud.

What are the key benefits and features of the Twin Bath?

Two babies one pair of hands! Bath time plays a huge role in establishing routines and prepping for bedtime in particular. Without an extra pair of hands bathing twins is an extremely difficult task. The Twin Bath has been designed to support two infants 0-6 months using a traditional bathtub and also being flexible to fit in varying shapes and sizes with a unique design enabling parents/carers to bath little ones face on, making bathing infants more comfortable for the parent.

How do you assist retailers to ensure the safety message is conveyed when selling a bath support?

The product has been tested and approved. The safety messages are clearly labelled on both the product, box and instructions.

What type of marketing or online activity have you done to gain consumer awareness to this product?

Since starting the business/brand I’ve done a lot of social media give aways on items excluding the twin bath, joined up with other businesses to create competitions, kept my social media platforms updated with content, offered discounts, google ads, etc.

Since the launch of this product, what has been the reaction so far? I sold out the first batch within 5 weeks and have just gone into my second production run and will shortly do my third after taking on a big retailer in New Zealand.

Do you feel there will a growth in the number of twins born in the UK to position this product well for retailers? Twins and multiples are on the rise not just in the UK but globally. Statistics show that the rates of IVF are ever increasing and because of this were seeing more and more twins each year.

Are you currently running any special offers that retailers should be aware of when ordering?

I do offer a discount to retailers if they purchase the smaller products that compliment the Twin Bath at the same time.

Finally, what does the future hold for Bumble Beez? Will you be looking to launch any further products? Yes, most definitely! I’m already looking at a single variant of the bath along with a cot that I designed two years ago but had to put aside due to the Twin bath needing so much time. I’m looking to be back into the product innovation by the end of this year! We have appointed UK distributors (bébélephant) to help us with UK retail so I can devote more time to product innovation and international sales.

www.bumble-beez.com 20

nursery today

Making bathtime

happy time

The bath time category continues to grow and evolve. Are you cleaning up in this category?

Bathtime products will continue to be sought by parents as bathing a baby or toddler quickly becomes an established daily routine. Bathing a baby or toddler is a time for complete one to one interaction and offers a daily activity assisting in the general development of skill sets. This routine is also one that requires parents stay with their child and guarantees quality time between parent and infant. Through great innovation, product ranges have continued to grow and develop – from towels, bath thermometers, baby baths, bath supports - all the way through to bath time toys. This category offers a great fast moving footfall generator. We highlight products that are currently available to order.

Look Mama, no hands! A parent favourite for over 16 years, the ClevaMama hands-free, luxuriously soft Apron Baby Bath Towel takes stress out of bath time. Perfect from new born to 4 years+, this extra-large, super-soft, Bamboo Baby Bath Towel is designed to be worn around the neck like an apron, which makes it easy to lift and snuggle baby post bath while keeping you dry. Made from super-soft, sustainable bamboo, the award-winning Apron Baby Bath towel is a must have for parents. Want to be a retailer? Contact the below.

info@clevamama.com

Making a splash at bathtime! With the popular fashion colours across all their bath products, plus the cute Happy Seal Bath and Room Thermometer, Angelcare are making a splash when it comes to bath time. Angelcare’s ever-popular Mini Bath Support, Bath Support and Bath Seat are designed to hold baby comfortably in quickly warming material while parents are free to wash and play. Simple to use directly in the bath and smart, hygienic and mould resistant, fashion and safety-conscious mums will love them. Adding safety and fun to bath time, their Happy Seal Bath Thermometer provides hot and cold warnings in a friendly way making safe bathing a breeze. Its clever design is also a bath time toy, meeting all relevant standards. Just activate with a shake and add to the bath for good, clean - and safe, fun!

01785 503 305 amcallister@angelcaregroup.com www.angelcarebaby.com

New

Making a splash

at bathtime! Introducing our brand new Baby Bath Tub Ergonomically designed providing optimal mal support, comfort, and safety for your baby Lightweight and made from soft touch h material which quickly warms to the temperature of the water Can be used in the shower, in the family mily bath or even in another room

0-12 Suitable from ages 0-12 months

Simple. Smart. Secure.

Pre-order now for delivery in October 2022 Simply email ordersuk@angelcaregroup.com

angelcarebaby.com ang

The Twin Bath | FIRST IN THE WORLD Two babies, one pair of amazing new product

hands? Bath time plays a huge role in establishing routines and preparing for bedtime. Without an extra pair of hands, bathing twins is an extremely challenging task. ■ ■ ■ ■ ■ ■ ■ ■ ■

info@bumble-beez.com | 07490 238302 | www.bumble-beez.com

■ ■ ■ ■ ■ ■

Suitable for 0-6 months Weight 2KG Featured in white and grey Front facing Handle to the top for easy holding, storage, or travel Embossed logo to the centre Perforated bee wings for easy water drainage Soft touch material providing comfort for the babies Complete in poly bag and branded box Easy wipe clean Size (inc. packaging) 60x53x20cm Made from TPE and PP 100% free from BPA, PVC Manufactured in the UK. Tested and approved.

Spotlight BATHTIME

Helping hand for mothers Award winning

with twins

Twin Bath by Bumble Beez is truly unique and a first of its kind in the world! Two babies one pair of hands! Bath time plays a huge role in establishing routines and prepping for bedtime in particular. Without an extra pair of hands bathing twins is an extremely difficult task – introducing the solution - the Twin Bath from Bumble Beez.

Product benefits/features: • Designed to support two infants 0-6 months and up to when they can sit up unaided side by side in the water. • Fits most traditional bathtubs and flexible enough to fit in varying bathtubs shapes and sizes. • Easy storage - slim, lightweight and compact with a handle that can be hung up flush to the wall. Also great for traveling! • The Twin Bath is intended to be used face on to the parent so no twisting, turning, or lifting needed while bathing the babies!

Safety advice: New-born babies, whether twins or not, should not be left alone for any length of time in the bath. Most twin babies are born prematurely and are therefore exceptionally vulnerable. The Twin Bath allows for a supervised hands free, safe, stress free, time saving, co–bathing session with twins. British by design - manufactured in the UK! Contact: hello@bumble-beez.com for further information.

0749 0238302 | www.bumble-beez.com

product Creating the perfect pairing with both colour and a bath instilling calm, confidence and connection for baby and parent, Shnuggle have embraced the colour trend of neutral stone hues with the Taupe Shnuggle Baby Bath. Winning GOLD in the Made for Mums 2022 awards, the earthy toned bath is a nod to the colour trend of creating warm cocooning spaces that feel intimate, inviting and familiar and moves subtly away from cooler greys, creating a timeless, stylish addition to any bath-time. The Shnuggle Bath takes the stress out of bath time for babies and parents, creating a relaxing and fun bonding experience. Suitable from newborn, the clever bum bump helps you support even the tiniest baby in an upright position, offering a more enjoyable and comfortable bathtime for babies. The Shnuggle Baby Bath gives new mums and dads confidence and baby a comfy and cosy bath-time. Extensive research into lifestyle, interiors and parenting trends are key factors in Shnuggle product development along with consumer and customer feedback which will see further colourways of the Shnuggle Baby Bath launched in the coming months.

andrew@shnuggle.co.uk www.shnuggle.co.uk

16 years of bathtimes

with Cuddledry

Launched 2006, the iconic Cuddledry handsfree baby towel makes bathtime safe, simple and snug for new parents and babies. Ethically made and holder of over 100 awards, this baby essential sells as both a checklist item and newborn gift. It combines luxury with practicality, so fits the bill as something special AND helpful. Used by Stacey Solomon and Mrs Hinch, and now a Tiktok sensation with viral clips appearing on ‘for you’ pages consistently. The bamboo soft towels are double layered, with clever neckpiece that attaches to the parent; then the towel cocoons baby whilst keeping parents dry too. After bathtime it detaches easily, creating a cosy wrap for baby.

www.cuddledry.com 22

nursery today

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

new!

From Little

Beginnings

EverGo with

Graco Little Moments is the Lesser and Pavey new range of children and nursery items.

The inhouse art department has designed this wonderful, cheeky range to appeal to little ones. The range includes photo frames, keepsake memory boxes, bookends, clock, money box and more. The wooden items and gift bags feature 3D cut out of the featured animals which adds a special detail adding to the item’s appeal. This range is set to grow with cushions and animal themed doorstops. Tel 01322 279225 www.leonardo.co.uk

Introducing EverGo, launching in August, a lightweight and easy portable playpen with a super compact fold, storage latch and large proportions.

EverGo is a spacious playpen that is versatile for use inside and outdoors, to keep baby safe at all times. It takes seconds to open up fully and fold away. The easy access zipped entrance allows children to move independently in and out while. To keep children safe outdoors, it includes a removable UPF canopy for sun protection and shade, which easily removes when not needed. As with all Graco products, ease-of-use is paramount and EverGo is packed with extra features, a carry bag with shoulder strap, a safety lock to keep playpen secured in place and removable and machine washable fabrics. uksales@allisonbaby.co.uk

Three steps to independence

A fabulous 3 in 1 baby walker which is also a rocker and a great first push along station for babies as they gain their independence.

The quality finish matte plastics in soft muted colours will appeal to parents and babies. The detachable dinosaur themed musical activity tray is packed with play features and will ensure young babies are happy and content whilst learning key motor skills in walking and co-ordination. The Twist & Walk base can easily convert into a rocking base with the detachable foot mat. Then you can easily remove the seat unit and rear bar to enable toddlers to use as a push along toy once they have started to walk. Includes handy push handles for baby to grip whilst walking. Deep padded seat, height adjustable frame and stop and go safety base. www.redkitebaby.com

nursery today

Feature HARROGATE

Business

- it’s coming home! Harrogate International Nursery Fair overcomes challenges and is set for success in 2022.

n December 2019, the greatest challenge faced by the organisers of the UK’s only baby trade show – Harrogate International Nursery Fair, which has been running more than 50 years – was the impact of the UK’s proposed exit from the EU in January 2020. The show was

struggling to gain commitment from exhibitors which were plagued with uncertainty about how these political changes might impact their ability to supply and fulfil orders. At that time, no one could have predicted the impending pandemic which would cause chaos across the

“To describe the last two years as challenging is the biggest understatement of the year and is not an experience I would like to relive. However, the spin off for our show has been overwhelming.” Adrian Sneyd world, resulting in the show being rescheduled several times before being cancelled altogether for almost two years. However, through a myriad of challenges a phoenix rose from the ashes and the show has emerged from what could have been a catastrophe to being stronger and more powerful than before. The 2022 show, which takes place from 16th to 18th October at the Harrogate Convention Centre has

nursery today

been given a new lease of life as companies appreciating the importance of this unprecedented sales platform are voting with their feet. The show recently announced that its original contracted space allocation was fully booked five months before the event but has now been able to secure an additional hall to expand and cater for demand, equating to five halls of the Harrogate Convention Centre in total.

Adrian Sneyd, show organiser, explains: “To describe the last two years as challenging is the biggest understatement of the year and is not an experience I would like to relive. However, the spin off for our show has been overwhelming. The industry support has been amazing, and we have come out the other side with an event that is bigger, better and stronger than before.” The show, which had been due to take place in March 2020, was rescheduled to June 2020 with confidence at the time that the pandemic would be over. With the virus taking the UK by storm, it was soon apparent that this date was unachievable, and a new date was secured for October 2020. Adrian continues: “Rearranging the show was a logistical nightmare, we were listening daily to everchanging government advice; plus, the Harrogate Convention Centre (venue for the show) had been commandeered as a Nightingale hospital for the pandemic. We were scrabbling around trying to find a new venue as well as a new date for the show. “The new date spearheaded for October was welcomed with positivity by most of our exhibitors as a preferred time for the show, as it ties in well with new season product launches. However, no one could have foreseen the scale of Covid-19 and the 2020 show was finally cancelled altogether. With numerous reschedules and literally

““We are very excited about the 2022 show. Having been completely sold out five months prior to the event, we have now opened a fifth hall.” Adrian Sneyd no cash flow for over a year, the final cancellation could have been the nail in the coffin for Harrogate International Nursery Fair. “We are ever grateful to the companies which worked with us and understanding our dilemma, remained in staunch support of the show and agreed to leave their stand deposits in place until the event could finally go ahead. The UK nursery industry is a real institution with everyone – even competitors – looking out for and supporting each other. I believe that the relationship that we have with our exhibitors sets us apart from not only many other UK industry trade shows, but international events too.” One key point which came out of the constant liaison with exhibitors was that October really is the preferred month for a UK nursery trade show. Therefore, when finally planning the 2021 show, the organisers decided to listen and respond and scheduled its event for the middle of October that year. What a fantastic decision that turned out to be. Not only did the numerous companies which had

Visitor registration is live on the website. www.nurseryfair.com

already committed show up in force, but many brands which had avoided the UK event for years in favour of international trade shows booked stands too. Even with strict Covid rules in place at the show, there was much apprehension as to whether visitors would risk coming; but worry was unfounded as visitor numbers were up on previous years. It was clear from the party on the first night of the show that everyone was delighted to be letting their hair down and meeting face to face again for the first time in two years. Adrian concludes: “We are very excited about the 2022 show. Having been completely sold out five

months prior to the event, we have now opened a fifth hall – The Kings Suite - in which Cosatto and Tutti Bambini were first to have taken larger stands. As well as favourite regular exhibitors, we also welcome back returning brands after a long absence. To date, visitors can expect to see new ranges from Babymore, BabyStyle, Bebecar, Bebe Confort, Casa Tomara, Chicco, CuddleCo, Cybex, Dorel Juvenile, Emmaljunga, Graco, Hauck, Hippychick, i-Candy, Jané, Joie, Mamas & Papas, Maxi-Cosi, Mee-Go, Peg Perego, Recaro, Roma, Silver Cross, Thule, Uppababy, Venicci and many more... A full exhibitor list can be found on the website. “With growing confidence in international travel, we are also receiving exhibitor enquiries from around the world and with this in mind are looking forward to a truly bumper and international event.”

www.nurseryfair.com

Looking to exhibit? Companies wishing to take advantage of the additional hall space should complete the online booking form at www.nurseryfair.com and Adrian will contact them to discuss their requirements. Alternatively email him at adrian@nurseryfair.com or call 01902 880906. nursery today

supplier snapshot This month Nursery Today asked a number of the industry’s finest how their business has operated so far this year and how they are supporting retailers.

Nicola Coletti

SENIOR FIELD MARKETEER, DOREL JUVENILE

We are now halfway through 2022, as a business what has been your largest challenge? 2022 has been another challenging year for everyone. With the cost of living crisis being so prominent in people’s minds, how they shop and what they buy is a much bigger consideration than ever before. Prices for consumer goods are rocketing and we are facing the consequences both in business and in our personal lives. This has easily been our biggest challenge for 2022 and is likely to continue to be for the rest of the year, but with the right products, prices, and investment, we are confident that we can continue helping families to carry the future. As a brand, do you feel that consumers are altering the way they shop for nursery products? With the current strain on everyone’s budgets, it is understandable that people are changing the way they shop. This is clear in all sectors and is certainly not exclusive to the nursery industry. The difference with nursery products is that they are an essential item for the comfort and safety of babies. We can see that consumers are making much more considered purchases now. They want products that are going to last as their baby grows so even if the initial expense is slightly high, they know that they won’t have to invest in another for a long time. Are you running any specific promotions or campaigns over the coming months that you would like to let retailers know about? We are. A big part of our 2022 plan is our promotions to ensure our consumers can get the products they love at an amazing price. We can’t share the full details but keep an eye on our Maxi-Cosi website and retailer’s websites for the latest offers! Alongside promotions, we have some great bundle offers available in both pushchairs and car seats including our staggering new £199.99 bundle on the CabrioFix i-Size and base. How are you utilising social media to support consumer awareness of your business/brand? We have used social media as a key part of our digital marketing for a while now. Consumers use social media when choosing a brand to buy from and a product to buy, so it is an integral part of their purchase journey and important to us as a business. Social media is constantly changing, so we always keep up to date with the latest trends and algorithms to ensure that the content we put out is seen by the right people. 26

nursery today

Molly Francis-Coleman MANAGING DIRECTOR – ROMA PRAMS

We are now halfway through 2022, as a business what has been your largest challenge? We’re still experiencing lockdowns in the Far East which is impacting production speed and preventing us from visiting in person. With a whole new product range launching this year, it takes twice the time to approve designs that you can’t see in real life, having to get them all shipped over instead. With the continual strain on household budgets, what support are you currently giving your retailers? Promos! We have plenty of offers available, and as ever, we have lots of competitively priced products. As a brand, do you feel that consumers are altering the way they shop for nursery products? Yes absolutely. Covid lockdowns instigated a new wave of online shopping. As we offer drop shipping for retailers at no extra cost, this enabled retailers to continue selling whilst their premises was closed. Now there is a split camp between customers who have become used to only shopping online, and those that really value the high street and the time spent on 1:1 service. In this industry, most customers still require a demonstration on their nursery equipment. Are you running any specific promotions or campaigns over the coming months that you would like to let retailers know about? We have a great promo on dolls prams, all available on a drop ship model too! Our toy range is available to everyone and new account enquiries can contact Nicola Carrera – nicola@romaprams.co.uk. How are you utilising social media to support consumer awareness of your business/brand? Oh we post on Facebook and Instagram every day all day! We have a dedicated social media team now, and share anything retailers tag us in. Every Roma product has a media pack available to download online, with studio images, lifestyle images, a 360 studio video and a lifestyle video! Is there any advice you could give to retailers as we head into the remaining months of 2022? Prepare for customers looking for cheaper alternatives. With the cost of living sky high, not everyone will have the disposable income to spend on a new baby. There is a positive though, people will not stop having babies, and every baby needs a pram!

Damon Marriot

HEAD OF PRODUCT MANAGEMENT, JOIE

We are now halfway through 2022, as a business what has been your largest challenge? Logistics has been a challenging topic that has continued to be an issue over the last two years we have worked hard to mitigate this as much as possible by carrying higher than usual stock holdings where possible in order to ensure a good variety of product categories are always available to our retail partners. With the continual strain on household budgets, what support are you currently giving your retailers? As a business we have chosen to support our retail partners throughout 2022 by holding our 2021 prices for as long as possible, although as with many sectors we will have to make an adjustment to RRP’s for the 2nd half - but fear not we shall not squeeze the margin expectations. As a brand, do you feel that consumers are altering the way they shop for nursery products? The global pandemic drove a lot of shoppers online, and while we are seeing consumers coming back into stores, there does seem to be an increasing trend of instore viewing then buying online. Of course, consumers will always look for the best value for money they can find and searching online is the fastest and easiest way to do this. Are you running any specific promotions or campaigns over the coming months that you would like to let retailers know about? We have planned a substantial campaign to educate both consumers and

retailers regarding the transition between R44 through to R129, emphasising the key differences between i-Size and R129 products, as there is still a lot of confusion around what the new standard actually means. R129 products that have a harness and are belt installed into the vehicle, seem to cause the most consternation so we felt a reeducation to the market was required in order to clarify the core values of the new standard and that it is not just about ISOFIX and i-Size seats. How are you utilising social media to support consumer awareness of your business/brand? We have a dedicated team of content creators that build our social media schedule, using a mix of product posts, educational pieces as well as fun and engaging content that is designed to involve the audience. We are always learning what works and what resonates with our followers so our social content is always evolving and moving with trends. Is there any advice you could give to retailers as we head into the remaining months of 2022? Delays to availability is a key factor to consider. Continuing difficulties with logistics are likely to last for some time so it wouldn’t be a bad decision for retailers to have excess stock that means they are able to fulfil consumer demand instantly – this in turn could lead to increased sales.

Cassie Kealey

SALES MANAGER - BEBECAR

We are now halfway through 2022, as a business what has been your largest challenge? Although we have had a fantastic first half of 2022 its always trying to maintain that, with price increases and shipping costs increases we have absorbed a lot of this ourselves to avoid passing them onto retailers who are facing the same issues and more. With the continual strain on household budgets, what support are you currently giving your retailers? We are doing a fantastic promotion this month where we are giving away a free isofix base with every travel system sold, this is completely free to the retailer and it is saving the consumer £145.00. As a brand, do you feel that consumers are altering the way they shop for nursery products? Yes, we feel consumers are buying more neutral fabrics/colours to potentially then re-use again for the second or third baby. Also we have seen an increase in the “pack” sales which include the car seat as this is a bundle so saving the customer money. Are you running any specific promotions or campaigns over the coming months that you would like to let retailers know about? We have the isobase promotion mentioned above and we are always looking at ways to support our retailers, as we are an independent only brand who don’t sell direct our aim is to support our retailers as much as possible. We have been in a good position to have very rare stock issues so our retailers know they can sell our product and not have the stress of later cancelling the order. How are you utilising social media to support consumer awareness of your business/brand? We have a very active Instagram account that grew quite a lot after Stacey Solomon chose our brand, we are fortunate enough to have amazing retailers that share our products and always tag us. I personally run the social media and love highlighting retailers posts and advertising them to consumers, tag us @bebecaruk Is there any advice you could give to retailers as we head into the remaining months of 2022? It’s tough out there but you are doing amazing, when I speak to our retailers I am amazed by what some of them juggle but they are optimistic and amazing business women/men so keep going and soon it will be Harrogate which I know everyone loves attending as its always such fun (in between the hard work of course).

Luisa Svensson CONSUMER & TRADE MARKETING MANAGER, GRACO

We are now halfway through 2022, as a business what has been your largest challenge? We still anticipate operational and shipping delays as Covid 19 continues to disrupt working patterns internationally. We factor in potential delays within our marketing launch plans, so we haven’t felt too much disruption as a business, but it is still something that we consider closely as we move forwards. As a brand, do you feel that consumers are altering the way they shop for nursery products? Social media presence and influencer recommendation continue to be a powerful leverage for getting our products in front of potential consumers. We are also investing more in social advertising to drive sales and awareness. Are you running any specific promotions or campaigns over the coming months that you would like to let retailers know about? We have launched a microsite dedicated to travelling with young children this summer, which includes insights we gleaned from bespoke research and highlighting not just Graco products but also adding value by recommending other products we think are perfect for families when travelling. How are you utilising social media to support consumer awareness of your business/brand? Social media is critical to delivering a relatable brand voice to consumers. It’s not just about awareness on these platforms, it’s about earning followers and having a direct conversation with them that is authentic and resonates with them and the situation they are in. It is a media unlike any before where we get the chance to connect directly with our consumer and we think it’s a brilliant opportunity for any brand and a real privilege

nursery today

Profile JOIE

Summer of success for Joie It’s going to be a jam-packed summer of new releases for popular brand Joie, as they welcome a host of new products to their already extensive family.

op of the list is the new Encore range – a assortment of seats that all fit one base, giving them a spinning advantage to suit every lifestyle. We spoke to Head of Product Management for Joie, Damon Marriott, who gave us an update on how things are going for the business. Consumers are always on the lookout for the latest technologies – especially when it concerns their children’s safety. That’s why Joie are constantly striving to innovate and improve their product offering. Currently working to expand on its R129 and i-Size car seat portfolio, Joie has a number of exciting new launches arriving into the range this summer. The newly launched Encore system focuses around a spinning base that is compatible with Joie Signature’s i-Harbour and i-Level Recline for a spinning option from birth to 4 years. I-Base Encore is also compatible with the Signature calmi R129, as well as a number of other infant carriers from Joie’s main range.

nursery today

Consumers are always on the lookout for the latest technologies – especially when it concerns their children’s safety. That’s why Joie are constantly striving to innovate and improve their product offering. The calmi R129 is the first of its kind for Joie

This luxurious lie flat car cot will let little one travel in the height of safety and sophistication. Tested and approved against the tough R129 standards, the calmi R129 provides increased side impact protection by positioning baby’s head at the safest point in the vehicle. Calmi R129 keeps your little one in the safest, 180o ‘lie flat’ position and has a cosy insert to keep newborns properly positioned at all times, supporting little necks and spines so you can journey for longer whether you are in the car or out for a stroll. Calmi R129 pairs easily with Joie’s aeria and finiti pushchairs using adapters. Just

pop calmi R129 off the base and on to your pushchair frame and off you stroll. Calmi R129 pairs with the newly launched i-Base Encore, which uses effortless ISOFIX connectors in order to lock to the vehicle’s anchor points instantly, allowing parents to simply click the seat on and off – no reinstallation necessary

Steadi R129 also joins Joie’s main range of products

Steadi gives parents a belted R129 option, followed by the long awaited i-Prodigi, an extended rearfacing only option that will last from birth to approximately 7 years of age.

Like so many others, Joie is being kept on its toes by shipping and currency fluctuations, but even amidst these turbulent times, the business continues to expand, both in its customer base and its overall turnover. Damon credits this success to the faith the consumers have in the core values of the Joie brand. “Ever since its inception, the Joie brand has held on to those core values, and our commitment to them remains as strong as ever,” Damon said. “We stand by the ethos of ‘value without compromising on safety’ and have done so for nearly a decade. This unwavering messaging has fostered consumer faith in the brands name and we are now the brand that people come back to time and time again, the one they recommend to friends and family, and this in turn keeps the demand high for our retail partners.”

Like so many others, Joie is being kept on its toes by shipping and currency fluctuations, but even amidst these turbulent times, the business continues to expand, both in its customer base and its overall turnover. When it comes to supporting their retail partners, Joie always strives to go above and beyond. “A dedicated team visit stores to spend time with staff on a regular basis as well as offering training days to larger groups at our company’s headquarters,” Damon explained. “The marketing department work alongside retailers to ensure they have a customised plan in place to support them throughout the year. All of our departments work tirelessly behind the scenes to make sure our retailers are able to meet the consumers needs and expectations as efficiently as possible. And of course – our quality products speak for themselves.”

www.uk.joiebaby.com

About Joie

As a global baby gear brand founded in 2011 Joie’s products are designed with families at its heart. All Joie products are rigorously tested to the highest European standards. Joie products are designed to grow up with users from birth onwards and are feature rich with every necessity and special upgrades Each product features superior quality aluminum and steel; high-grade, pure and undiluted metals; top-of-the-line plastics; and tough durable strength fabrics Every piece of every product goes through extreme testing at each stage of the development and manufacturing process During development, stroller and buggy canopies, reclines, brakes, fold mechanism and push bar adjustments are tested over 3,000 times. In 2011 Joie set up its Energy Management Task Force to proactively achieve environmentally sustainable goals and make improvements to the energy saving management system

nursery today

Spotlight OUT & ABOUT

Let’s go outside Are your customers looking for products when out and about? Why not check out these great products that are all available to order now.

Parenting on-the-go with coffee has never

been easier!

Every parent knows the struggle of battling with a much-needed coffee and trying to push a stroller or pram one-handed without spillage.

New 4 Season Buggy Cover Makes Getting Outdoors Easy The BlinkyWarm 4-Season Buggy Cover is a nifty bit of kit that offers a sleep/sunshade, rain cover, cosytoes and buggy hood, complete with breathable panels, all in one handy packaway package. No more rushing to remember all the baby gear as you leave the house, the BlinkyWarm is a grab and go solution for every outing throughout the year, whatever the weather. Blinkywarm removes the need to buy a separate parasol, sunshade, sleep shade, rain cover, buggy hood and blanket, and instead offers a simple and unique all-in-one solution that zips away into a compact carry bag. With a full range of colours now available, this is the perfect time to order to ensure that your customers are fully prepared for Autumn and Winter.

hello@theblinkycompany.com www.theblinkycompany.com

The Stroller Cup Holder is the Clippasafe’s clever answer, it features a selflevelling design and holds drinks of most sizes (including baby’s bottle!), with grippers inside to hold drinks secure. Roger Cheetham, Managing Director of Clippasafe, says: “We’re responding to a need for not only safety products, but also those aimed at making busy parents’ lives easier. We see our range as a one-stop shop for child safety and parental convenience.” Clippasafe’s range of stroller accessories also features a Big Bag Clip to hold shopping bags, a Stroller Organiser complete with several handy compartments and Rain Covers for prams and pushchairs that are perfect for the unpredictable English weather.

0115 9211 899 www.clippasafe.co.uk

Got it covered

The Maxi-Cosi Parasol is made from protective UV material (40+UV ) for optimum sun protection for little ones. Designed to clip easily onto all Maxi-Cosi pushchairs and has a universal removable clamp to enable it to also fit most branded pushchair frames. The rounded tips of this product have been specifically designed to minimise risks for little ones exploring their surroundings. The Maxi-Cosi Parasol gives parents peace of mind that their little one is safe whilst it provides shade for baby to make outings more comfortable on sunny days.

www.maxi-cosi.co.uk

Stay on the Go

Come Rain or Shine Be prepared whatever the weather with the Doona Rain Cover, designed with every aspect of baby’s safety and comfort in mind. The rain cover is made of baby-safe materials and features side ventilation holes to ensure that baby is always comfortable and dry while on the go. Parents can easily check on baby with a wide zipper opening. Thanks to the Doona snap-on connectors, attaching and removing the rain cover is quick and simple. Perfect for unpredictable weather changes. Included is a compact carry bag to store the cover when not in use.

sales@cuddleco.co.uk 30

nursery today

$'B B-6B(QFRUH6\VWHPB1XUVHU\7RGD\B8.B35,17 SGI $0

Your ride. Your way. i-Level™ Recline infant seat

&0<

i-Harbour™ toddler seat

calmi™ R129 car cot*

i-Harbour™ toddler seat i-Level™ Recline infant seat

1 base. 3 car seat options. 4 years of ease. Spin any way from birth to four years with Joie's revolutionary spinning system. Start with i-Base Encore, pick your perfect seat, and spin on, and on, and on!

calmi™ R129 car cot*

For more information and all sales enquiries, please contact Joie on 01889 808 900 or email uksales@joiebaby.com *Note calmi™ R129 car cot doesn’t spin on the i-Base™ Encore

share the joy at joiebaby.com

Spotlight OUT & ABOUT

Superb summer

protection Keep kids protected in Splash About’s UV Sun & Sea Suit this summer!

Keeping them covered Summer ready Parasols and Strollshades from Red Kite. Red Kite Strollshade The Strollshade is a convenient and safe way to protect baby when out walking in sunlight. The full cover ensures no direct rays can reach baby so this gives the ultimate protection from harmful rays. Easy to fit with Velcro attachments means the Strollshade can fit most buggies and strollers. Fashionable grey colour to suit most stroller designs.

Red Kite Parasol A lightweight sun parasol with a universal clamp that will fit most pushchairs and strollers. Multi directional adjusting means you can shade baby from strong sunshine and also helps overheating. Includes UPF 50+ lining fabric for extra protection. Neutral midnight black colour to co ordinate with most strollers

www.redkitebaby.com

Hip healthy carrier The Ara Carrier features a whole host of positions to provide superb comfort and style for both the wearer and infant. Whether being facing the world ahead, nestled into you falling asleep on your chest or just wanting to watch the world pass by behind you, this carrier has it all. With wide padded shoulder and waist straps to help you on your way. It’s time to strap up and embrace... The Ara Carrier! Suitable for newborns and includes handy easy access pockets for those essentials. Supports hip-healthy ‘M’ shape position for baby’s comfort and ergonomics when fitted and comes with the reassurance of being endorsed by the International Hip Dysplasia Institute.

www.redkitebaby.com 32

nursery today

A supple neoprene body and flexible Nylon Lycra arm and side panels combine to make Splash About’s unique UV Sun & Sea Suit! Designed to protect delicate young skin against harmful UVA and UVB rays and keep children warm, both in and out of the water. Lightweight enough for all day wear, the close-fitting nature of this suit means no drag in water so it’s easy for swimming too! An essential for a staycation where the summer weather can be unpredictable- or equally abroad- perfect for chilly pools, the sea and breezy beaches- in a UV Sun and Sea Suit children will play on regardless! Suitable from 12months to 6years in a range of beautiful designs.

www.splashabout.com

Stepping into Summer

with Doona

Keeping baby protected in the sun and on holiday is simple with the broad range of Doona summer accessories. The Doona 360° Sun and Insect Protection net is a must-have for on-the-go parents during the summer months. Engineered for protection against direct sunlight and insects, with an additional protective layer for enhanced UV protection (UPF 50+) to keep baby’s sensitive skin shielded while on the move. Adjustable connectors mean parents can use the accessory in various sunlight conditions. Featuring an effortless snap on attachment and two zippers for easy access to baby. The 360 protection is a Doona essential.

sales@cuddleco.co.uk

Spotlight OUT & ABOUT

Meal times

on the go

The Red Kite Travel Booster is a compact and super light portable booster seat that is perfect for meal times on the go. Safety straps and adjustable 3-point harness ensure that little one is safe and secure at all times. The lightweight foam cushion with non-slip rubber feet is comfortable to sit on and the wipe clean fabric is easy to keep clean. The Red Kite Travel Booster converts smartly into a stylish bag with shoulder strap and features a handy storage pocket for all of baby’s essentials which makes this an ideal choice for holidays, travel or just when you pop out!

www.redkitebaby.com

Suitable for most Effortlessly pushchair & strollers

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.

01789734022 | trade@greensheepgroup.com www.thelittlegreensheep.co.uk

carry

The Maxi-Cosi Coral strap allows parents to level-up the convenience of the brand’s most innovative car seat. With the use of this easily attached accessory, parents can effortlessly carry their baby around in Coral 360’s soft carrier whilst having both hands free. Not only does it offer flexibility for parents of infants, but the soft padding in the shoulder strap also makes it easy and comfortable to wear too.

www.maxi-cosi.co.uk

Bags made

for travel

Travelling with baby has never been easier than with the Doona and its wide range of accessories, including the Doona All Day Bag, Travel Bag and Essentials Bag. Available to purchase separately, each product has been specially designed to fit seamlessly with the Doona Car Seat and Stroller. The Travel Bag is a must-have to keep the Doona safe, clean and easy to transport. While the All Day Bag is perfect to store everything needed to keep baby comfortable while out and about. Alternatively, the Essentials Bag offers a more compact and lightweight option for carrying day-to-day necessities for baby. Both bags are designed to maintain the Doona’s stability and can easily be attached via Doona connectors.

sales@cuddleco.co.uk nursery today

Spotlight DOLLS PRAMS

Dolls prams have continued to grow in popularity. Check out these great products that are all available to order now.

Perfect for the

‘mini me’!

With something for all ages, the Roma Dolls Pram Collection is sure to stand out in your store. From umbrella buggies to twin dolls prams, Roma offers a full range of dolls prams and accessories starting at just £9.99 to £175. The best-selling Polly, Stephanie and Darcie collections are all created with unique textured fabrics and a high polished chrome chassis. Each Roma dolls pram is carefully packaged in a high gloss coloured box. Just like Mum’s pram, all the Roma dolls prams fold down for storage. New for 2022, the collections have expanded into coordinating dolls highchairs, car seats, bedside cribs and bedding. Also available through Roma is the stunning Arias collection of Spanish dolls and dolls prams. Exclusive to Roma stockists in the UK, Arias dolls are handmade in Spain and come with certificates of authenticity.

For more information on becoming a stockist of Roma and Arias, contact Nicola Carrera. nicola@romaprams.co.uk

The Migno doll’s pram –a

must have! Imaginative play 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 super-comfortable 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.

01692 408801 | sales@bebecar.co.uk www.bebecar.co.uk 34

nursery today

ABC Design has the ideal present for any Doll parents out there – and inspiration for any parents, friends or family members visiting your stores and websites. It’s not just grown-ups that need a stylish, safe and reliable pram for their little ones – it’s the children too – that’s where the Migno 2 in 1 doll’s pram from ABC Design comes in. In terms of quality and functionality, the doll’s pram is in no way inferior to the ‘grown-up’ version - the award winning Salsa 4 Air – and offers everything a child could wish for, the perfect gift. The Migno can be used as a classic doll’s pram or sporty stroller and is suitable for children over 3 years old. To find out more information about the Migno 2 in 1 Doll’s pram from ABC Design and selling it in your stores, contact Fiona Suffield on the below.

07809 476763 | fionas@abc-design.de

Meek Sleeps satin sheets. Our sheets are perfect for maintaining babies and toddlers hair and excellent for sensitive skin conditions such as eczema, psoriasis or dry skin. Please contact us at hello@meeksleeps.com for distribution opportunities or please fill in a contact form on our website. meeksleeps.com

Due in stock mid August REAL PRAM PARTS

Dolls’ pram shown in Iced Pink

01692 408801

sales#bebecar.co.uk

www.bebecar.co.uk

Vanilla

Cream Weave

Grey Letters

Pink Letters

Bébécar UK part of the East Coast Group

Co-Founders Victoria and Clifton.

Retail Matters NATURAL BABY SHOWER

Green

is the new gold! Natural Baby Shower’s Co Founder Victoria Hampson explains why their business as an independent nursery retailer is celebrating their recent success.

hilst moving into 2022 came with a little uncertainty, everyone at Natural Baby Shower was excited. The retail world was returning to normal and for us this meant more customer facing events, whole team collaboration from the office again and exciting meetings with our suppliers and brands in person, rather than Zoom! When we started the year, it was also important for us to continue the growth we had sustained during the pandemic, as well draw on everything we had learnt about our customers and their needs. It’s fair to say we have some seriously ambitious plans for the future and looking back the last few months have been non-stop! We’ve settled in to our state-ofthe-art, 43 square foot BREEAM Standard HQ, increased our talented team and been lucky enough to have our hard efforts recognised by the wider industry, which is why we’re taking the time to celebrate some of our recent successes.

nursery today

Award-winning retailer Our first victory came in March when we discovered that, despite being up against some tough competition, we had won the Gold MadeForMums Parenting Brand of the Year Award! Measured across brand quality, brand ethos, effectiveness of products and customer feedback the whole team were incredibly proud of this achievement. Not long into June, it was also revealed that we had won Platinum in the LovedByParents 2022 Awards for Best Independent Retailer of the Year. As we move into our 15th year of trade, we couldn’t have imagined better birthday presents for Natural Baby Shower. Winning an industry award is a huge testimony to the hard work, dedication and commitment that goes on behind the scenes to drive us forward. I believe it’s always important to recognise the efforts of every team member, so this award also provided a fantastic opportunity to commend everyone across the business,

from our brilliant warehouse team to our knowledgeable in-store nursery specialists, it was a truly collective achievement!

Sustainability at the heart For us, another encouraging milestone is seeing how more and more consumers are recognising, researching and purchasing nursery products not just for functionality and style, but also the eco-credentials behind the brand and materials used. We still firmly believe that if you “buy well, you’ll buy once” and quality of product, as well as sustainability, remains at our core. It’s not just our eco-friendly packaging that makes NBS environmentally responsible either, it’s the buying research we undertake before stocking a brand, the content we share on our website and social channels, our warehouse’s electric powered order pickers, and even how we recycle 99.78% of waste from our HQ. Our ethical business practices have helped us to build the ‘NBS’ brand, as well as build trust with our customer base, and we’re so thankful to our family of brands for delivering this joint mission alongside us. They keep innovating to create the products that our customers value, ensuring the impact on the planet is thought about from manufacturing processes through to the marketing. Just by my office we have the quote ‘The world needs more green. Little steps lead to big change.’ on the wall, and I love how this is a small yet mighty reminder of why we all work hard to achieve the same goal.

Growing workforce When I think back to employing our first NBS team member Rachel (who

happily is still with the business today!) I could have never imagined us growing to a team of over 70. We now have experts across each department with significant knowledge and experience in their field, including our super creative Brand & Marketing team of eight, as well as a growing Buying & Merchandising team that has gained professionals from Boden and Primark to a name but a few. Despite our growing workforce, we still have the same small business outlook when it comes to our company values, everyone knows everyone, and we try to socialise outside of work as much as possible. I’m also very pleased to have a dedicated and passionate Customer Service team, a department that always goes above and beyond at every interaction. To make things easier for the customer, we’ve invested in new ways the team communicate, so alongside our chat messenger, other technologies we now offer include an instant video call service. This allows for one-way connection with in-store nursery specialists, as well as an appointment function for more in-depth online or in-store consultations. Delivering the absolute best customer journey and customer service has always been a focus close to my heart, and our impressive 4.8 Trust Pilot Rating is something Clifton and I are so proud of.

Summary I think it’s the collective effort of each endeavour that has paved the way for our success and recognition, from excelling in customer-centric practices, to continuing to champion sustainability and nurturing a highly skilled office, store and warehouse team - it’s all paying off. What’s in store for Natural Baby

I’m very pleased to have a dedicated and passionate Customer Service team, a department that always goes above and beyond at every interaction. To make things easier for the customer, we’ve invested in new ways the team communicate, so alongside our chat messenger, other technologies we now offer include an instant video call service. Shower for the rest of the year? Well, we’re in the middle of refurbishing our Surrey store, both inside and out, to continue to showcase our wide product portfolio in the best way we can. Now that we’ve moved into our large and efficient warehouse, we’re also on the hunt to house new and innovative brands that are

doing their part for the planet – which is keeping our Buying team very busy! We’re improving our website to enhance the customer journey and build on the presence of our top brands online, as well as testing new sales channels and marketing concepts. Finally, of course we’re planning and gearing up for Q4!

Award winning nursery retailer

Natural Baby Shower are thrilled to win Gold for Parenting Brand of the Year 2022 in the MadeForMums Awards and voted Best Independent Retailer 2022 in the Loved By Parents Awards. nursery today

Spotlight MATERNITY WEAR

Maternity wear comes in all shapes and sizes. Check out a variety of maternity products that are all available to order now.

All wrapped up and

ready to go! NUMBAT GO is the lightest, more compacted babywearing coat on the market. At only 500 grams, it folds into a shoulder bag in three quick steps!

Retailing at £99, NUMBAT GO is Wombat London’s most affordable coat, and has quickly become a best-seller in the UK. Stylish and fashionable, NUMBAT GO is currently available in 5 colours: Mustard, Mint, Navy and Purple; with Blush Rose coming out in September Like all Wombat London jackets, WOMBAT GO allows for 4 uses: Pregnancy, Front Babywearing, Back Babywearing and normal use, making it practical and durable, with the additional advantage of converting into a bag you can take anywhere you go.

www.wombatandco.com

Empowering breastfeeding Cake Maternity are nursing bra specialists, they’re passionate about breastfeeding and the many benefits it offers to both mum, bub and the environment. Breastfeeding, whilst natural, doesn’t always come naturally and the team at Cake Maternity understand that every woman’s experience is different and at times challenging. That’s why it’s their mission to empower women as they mindfully navigate the world of motherhood and help make breastfeeding easier, through experience-driven innovation. Cake Maternity offer a range of maternity/nursing bras in sizes 32A- 42G. Styles include: T-shirt, Pumping, Sleep, Sports, Seamless, Lacey, Flexible wired, Non-wired and padded maternity/nursing bras. All styles are designed to support a modern mama’s lifestyle.

www.cakematernity.com

nursery today

Spotlight MATERNITY WEAR

Comprehensive

collection Bravado Designs is delighted to offer the ultimate in comfort and support in their maternity and post-nursing lingerie collections.

All round solution Natal Active sells colourful, stylish and functional activewear for pregnant, postnatal and breastfeeding mums.

Every piece in the collection from Natal Active is designed to be worn through every stage of pregnancy be worn postnatally too. The brand’s supportive nursing sports bras, maternity and postnatal leggings and nursing tops have won numerous awards for their quality and design, with the brand launching into two major high street retailers in the second half of 2021. For further information on the products please contact the below.

01242 909355 sales@natalactive.com

With an extensive size range and a variation of styles, there truly is an option for all women. With flattering bras offering expectant, nursing and postpartum mums a super sleek and modern silhouette - they will wonder how they ever lived without their faultless Bravado bra! Designed by women who know what other women want and need, the team are proud to offer a Bravado bra to fit women’s ever-changing and diverse body shapes. The brand’s hero nursing bras are now proudly fully sustainable, carrying the kindness from mamas through to mother nature.

www.bravadodesigns.com

In full bloom

Frugi Bloom is a beautiful, modern range of sustainable styles for pregnancy, breastfeeding and beyond with adjustable features and classic prints that can be passed down and worn time and time again. Frugi is formed on a core belief: buy less and buy better. From its inception, the company has worked with suppliers exclusively operating at a high ethical standard. Designed for longevity, Frugi ensures its clothes are made positively, for people and the planet. Frugi are proud to be certified to the Global Organic Textile Standard (GOTS) by Soil Association Certification.

www.welovefrugi.com nursery today

RETAIL MATTERS

Entrepreneurial

spirit You recently attended an EY entrepreneur of the year workshop, let us more about that. The EY entrepreneur programme is fantastic, and the workshop was a great event to connect with other business leaders in the UK who are all at different stages of company growth. I’d loved the diversity of businesses represented from all different sectors, there’s a lot we can learn by looking outside of our own markets.

“

Being innovative is at the heart of everything we do at Online4baby, we’re committed to disrupting the baby market by providing exceptional customer service and quality products, at the best price possible for our customers.

Christy Foster, Managing Director, cmf@online4baby.com

Retail matters

Online4Baby Managing Director Christy Foster talks to us about how being entrepreneurial is at the heart of Online4baby’s success in the wake of her award as EY entrepreneur of the year regional finalist 2022.

nursery today

I’ve received some invaluable advice about how different businesses have found their growth, particularly focusing on how to scale at speed. The judges especially have really interesting backgrounds from fast-growing businesses and there’s a lot I’ll take from their experience. Both things that well and some things that didn’t!

Who was the most memorable person you met at the event? I’d say Stephen Bartlett, previous EY entrepreneur finalist, co-founder of Social Chain, and current Dragon’s Den dragon, who is one of the judges this year. He made a real effort to spend time with all of the finalists and especially those of us from the North. We’ve got similar backgrounds so had a lot to talk about and I could really relate to his journey.

How does your entrepreneurial style reflect within Online4baby? Being innovative is at the heart of everything we do at Online4baby, we’re committed to

“

What do you think are your biggest learnings from being part of the programme?

disrupting the baby market by providing exceptional customer service and quality products, at the best price possible for our customers. We’re a fast moving and fast growing business, with innovation as a key driver of this. For me, that’s the entrepreneurial spirit I believe will deliver lasting success in the market.

What’s next for you following the EY workshop? I was blown away by the mentoring and advice I received at the workshop and it’s inspired me to get involved with mentoring young business leaders myself, something I’m really looking forward to. It’s also got me focused on the next phase of Online4baby’s growth and we’ve got some exiting plans coming soon in product development and in building the brand further.

And finally, what advice would you give to new business leaders? Don’t overthink things and always go with your gut instinct. Invest in hiring great talent who have the skills you don’t, and trust their decisions. More than anything, you’ve always got to believe in what you’re doing, even if other people question it, because if you don’t believe in yourself then no one else will.

Online4Baby are delighted to be a Which? Recommended Provider for Baby & Child Retailers 2021.

New starters Online4baby are delighted to welcome a new member to our growing marketing team. Sophie Parfitt joins as head of brand and brings a wealth of eCommerce knowledge from previous senior marketing experience at AO.com and Very.co. uk. Sophie’s new role will spearhead Online4baby’s brand growth with exciting plans coming very soon.

Top 10 business tips for growth 1. Do less. Strategy is as much about deciding what NOT to do as it about what you are going to do. Allowing your business to focus on less in the short term means more will get done in the long run. 2. Don’t micro-manage. Instead invest in hiring great talent who you can trust to make the right decisions. 3. Do your research to understand your customer and what they need, and then give it to them. 4. Look outside your own market for brands that are disrupting and growing quickly, there’s a lot of cross over in the strategies they use that can be applied to your market. 5. Seek out unconventional connections when you’re networking. The people you wouldn’t usually come across can have the most valuable things to say.

new!

6. Stay ahead of trends in your market, but don’t jump on a bandwagon for the sake of it. Just because something is ‘the next big thing’ doesn’t always mean it’s relevant to your market or customer. 7. Be organized and consistent. 8. Communication is key, especially as your business grows. Invest the time to keep all colleagues up to speed on the business priorities. 9. Be creative and innovate to stay ahead of the market. Always aim to give the customer something better than they’d get elsewhere. 10. Believe in yourself and your business, otherwise no one else will.

Sponsored by

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

Functional travel

cot Check out Red Kite’s Feed Me Lolo High Low Highchair The Feed Me Lolo is the ultimate high low highchair that grows with your baby. Suitable from newborn due to the full lie back seat, it will come into its own when baby is started to feed and eat independently. Lots of height and lie back options give plenty of feeding solutions with easy clean inset feeding sections that can be removed on the feeding tray. Comfort is also taken care of with the padded soft PU leatherette seat unit and padded shoulder and crotch pads. Classy matte finish with soft grey and white fabrics and frame allows the Feed Me Lolo to fit into any modern home. www.redkitebaby.com

FoldLite, Graco’s all new, lightweight, yet functionloaded, pop-up travel cot works hard in the home and on trips away. At just 6.78kg, it is 30 per cent lighter than Graco’s traditional travel cots. The cleverly designed dual fold function features a ‘Home Fold’ - quick up and down action that reduces to a 26cm wide fold, and a ‘Travel Fold’ which is even more compact. The addition of two wheels for easy manoeuvrability and a convenient carry bag means FoldLite is set to become a firm favourite to use around the home and on family trips away. uksales@allisonbaby.co.uk nursery today

BPA

notice board Are you paying unnecessarily for legal and HR

advice? 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

nursery today

Many small or start-up businesses cannot afford to employ a full-time person to take charge of human resources and often resort to using consultancy services when things get complicated. This can be stressful and expensive – yet many Baby Products Association members don’t realise that this help and information is FREE of charge with access at their fingertips! The Association pays an annual subscription to Quest Business Support which includes resources (including a 24-hour telephone line with legal representatives on hand to give free advice) and this is available to all members. Robert Anslow, managing director of the Association, explains: “This is a hugely valuable resource for our members, but is currently not being used to its full potential. I hear companies talking about cost of legal advice they have sought from independent consultants for business problems they are experiencing and as members of the Association, this very same help and advice is available to them free of charge.” HR issues can be costly, particularly if you get it wrong and have to face £thousands in compensation claims and legal dispute fees. There are numerous scenarios where you may not be totally sure of your legal rights and responsibilities. For example, with the rising cost of petrol can an employee ask to work from home because they can’t afford to drive to the office every day? Can you insist that they do? What if their role includes travel and they claim that the mileage allowance is not covering their petrol costs – can they insist that you increase the allowance, or refuse to travel? Quest has a team of legal experts on the end of the phone ready to discuss and advise you of all types of situations.

The free Quest HR service can help with the following: Redundancy If you have to make redundancies, there are strict processes you must follow. However difficult this is, it’s important not to let your heart rule your head. Quest’s HR team will hand-hold you through this process and help you to ensure you comply with procedures.

Hybrid working Many of us have changed how we work following the covid pandemic, and you may be trying to persuade your staff to adopt hybrid working – or come back into the office after a long period working from home. It is important to understand the difference between hybrid and flexible working and what you and your employee’s rights are.

India’s most populous state wants a 2-child policy India’s most populous state, Uttar Pradesh, has proposed legislation that aims to discourage couples from having more than two children, becoming the second state ruled by Prime Minister Narendra Modi’s party to make such a proposal. Today, India’s population stands at 1.38 billion people, according to the World Bank, second only to China. If Uttar Pradesh were a country, its 240 million people would make it the world’s fifth most populous, and population density in the northern state is more than double the national average. Under the state government proposals unveiled on Saturday, couples with more than two children would not be allowed to receive government benefits or subsidies and would be barred from applying for state government jobs. The bill says that because of the state’s “limited ecological and economic resources at hand, it is necessary and urgent that the provision of the basic necessities of human life are accessible to all citizen”. Per capita income in Uttar Pradesh is less than half the national average. The draft law, which is open for public comments until July, would need to be ratified by state lawmakers.

Right to work in the UK If you employ EU citizens or other foreign nationals, you need to be aware of recent changes in legislation. Be aware of your obligations and don’t inadvertently break the law.

Restrictive covenants Have you lost staff to competitors? Are you looking to introduce or enforce restrictive covenants to protect your business? Be aware of what you can and can’t do.

Holidays Are you worried about your employees taking foreign holidays? Is there anything you can do to control where staff go? Understand your rights and what you can and cannot control.

Vaccinations Do you know which members of your staff have been vaccinated? Can you force employees to get jabs? Understand what you can and can’t do.

Legislation Changes 2021 Do you understand the new rules concerning National Minimum Wage? Are you aware of changes to Statutory Sick Pay – and did you know that employment tribunal compensation rates have increased?

Social Media Do you have a social media policy? How do you control staff activity on social media? With just one controversial comment potentially having a catastrophic effect on your business, it is important that you understand why you need to have a social media policy in place. These are just a few examples of areas where the free Quest HR service can help. There is also free help for Health & Safety, Tax and other legal issues; plus a library of over 800 document templates to help you create contracts and agreements – and the great news for members is that it is all entirely FREE! To access the Quest Helpline and resources, login to the member’s area of the Association’s website at www.b-p-a.org and click on the Business Support Helpline tab where you will find the login details for Quest and the Helpline number. If you have forgotten your membership login, contact Christine Scippo at info@b-p-a.org

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

Outdoor Toys

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

Wholesale

Keep up with what's happening in your industry Subscribe to the daily news service www.nurserytoday.co.uk

i-Size By Cozy N Safe

AUGUSTA i-Size

www.cozynsafe.com

Available in stores at

Nursery Today July 2022

Articles inside

Joie

Dolls Prams

Etopia

Retail Matters

Bedding & Sleep Bags

Bathtime