Nursery Today July 2024

JULY 2024 ISSUE 10 VOLUME 27

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contents

Re g ul a r s 6

News

14

Retailer Pro

file

ducts The Baby Pro

40

Association s

New Product

42

p11

the team Editor Penny Franks penny@lemapublishing.co.uk

Contributors

Ad Manager

23

Christine Contreras christine@lemapublishing.co.uk

Online4baby’s Managing Director Christy Foster is looking back with reflection as the second half of trading is upon us.

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Retail Matters

28

This month Pramland’s John Barker is discussing the issue of retailers who demonstrate their support to the brands that they stock.

p28

Managing Director

Barking Mad

Features/ Spotlight

Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

For circulation enquiries contact: subs@lemapublishing.co.uk

p30

11

Dolls Prams

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Bedding

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Bottles & Sterilisers

30

Monitors

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Pregnancy & Maternity

Cover Story 12

We’re halfway through 2024 and what an amazing six months it has been so far for CuddleCo. From the Doona X launch which exceeded anything they could have ever imagined, to the highly anticipated reveal of their SS/24 collection. Turn to our Cover Story to find out more.

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

www.nurserytoday.co.uk

CuddleCo

New Launch 16

p36

Joie

Ride in luxury and install with ease, with the new sprint from Joie Signature.

Interview 34

Cybex

Nursery Today caught up with CYBEX’s General Manager, Luke Burns to find out more about this innovative and continually growing, nursery brand.

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

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Check out our Cover Story over on page 12.

ere we are into the second half of the year and the nation has spoken with Labour now being in Government. As Pramland’s John Barker says in his article Barking Mad: “we have a new government in charge so fingers crossed this will promote consumer confidence and we’ll all start seeing the benefits sometime soon.” Of course, this isn’t the sole focus on his article this month! John focusses on something that he has discussed with various brands over the past month, the thorny issue of support and this month he is beating the drums for the brands too. You can read John’s thoughts simply by turning to page 28.

Last month we also experienced the Baby Product Association’s AGM, and I’m sure everyone who attended would agree with me that it was certainly worthwhile. There were various speakers this year, with Nick Richardson of The Insights Family giving an overview of changing generations of parents and their preferred shopping habits, Cybex’s General Manager Luke Burns explained the updated R129 Car Seat Regulations, James Birch of SGS describing actions required by all manufacturers in the coming months relating to the EU General Product Safety Directive and Salma Boutarf, Senior Vendor Manager Baby Products of Amazon UK, detailing how retailers can use the online giant’s services and help combat counterfeit products.

The Baby Products Association also explained their restructuring plans and new branding, with (although they are currently awaiting confirmation from Companies House) the

intent to rename the trade association to The Baby Products Industry Association (BPIA). More to follow in upcoming issues of Nursery Today. To find out more and how to become a member, turn to page 40.

You will have noticed this month our Cover Star is CuddleCo. Now halfway through 2024 CuddleCo announce that it has been an amazing six months so far. From the Doona X launch which exceeded anything they could have ever imagined, to the highly anticipated reveal of their SS/24 collection.

You can find out more by checking out our Cover Story starting on page 12.

This month also saw the launch of the new Sprint car seat from Joie Signature. Sprint is a convenient infant carrier made for everyone on little one’s team and has built in ISOFIX connectors that lock directly to a vehicle’s anchor points in seconds. We bring you the key features over on page 16.

You will also find starting on page 34 our interview with Cybex’s General Manager, Luke Burns where we had the pleasure to find out more about this innovative and continually growing, nursery brand.

Lastly, the Kind + Jugends ticket office is now open! With the doors to open in September, if you are planning on attending you can get your entry tickets simply by visiting www.kindundjugend.com.

With the show opening their doors on 3rd-5th September, we will bring you a preview of the show in next month’s issue!

The Baby Product Association’s AGM was heralded a huge success.

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news VIEWPOINT Empowering your retailers will empower your brand Green Sheep Group’s Marketing Project Manager Jake Stevens-Hoare talks about the importance of working closely with retail partners.

Supporting our retailers is of paramount importance, as with no store front of our own, they are the partners that are meeting our customers face to face.

It is vital that we work with them to ensure our marketing materials work with their space, style and ethos, but it’s just as important to ensure it is matched by retailer knowledge and passion for the brand.

POS is a great place to start, as we can make it look enticing and ensure it puts key information in front of the customer in store, but unless it is reflected in staff confidence in the brand it could just as easily fall flat – to this end, taking time to work closely with retail partners, educating them on your brands messaging and product knowledge will definitely inspire them to champion you.

We also find it hugely beneficial to meet retailers, not only to see the brand in action, but to also build on the relationship and further understand any challenges they may face. Always listen to and adapt on retailer feedback - not everything works for everyone, but being flexible and proactive in your retailer relationships will ensure they feel part of the conversation.

Ultimately you need to trust your retailers – they know what works for them and what doesn’t – whilst being there to offer support and guidance when needed. The most authentic marketing campaigns will come from giving retailers the space to strategize for their unique business needs and abilities.

Finally, acknowledge success and reward your retailers if they have gone the extra mile to push your product out there on social or the shop floor - championing them means they will champion you!

www.greensheepgroup.com 6

Special membership offer

to exhibit at Kids’ Time Poland The Baby Products Association is delighted to welcome Kids’ Time Poland as its newest corporate partner and members can now benefit from a range of exclusive discounts when attending the show.

Kids’ Time is an international fair of toys and products for Mother and Child Kids’ Time and is not only Poland’s only exhibition of this kind, but is one of the world’s greatest events in the child products and services business sectors.

Taking place from 25-27 February 2025, The Kids’ Time expo provides a stage for Europe-wide premieres, debuts and product launches for preview by the child products and services business sector. It provides an excellent opportunity to acquire new customers and maintain existing relationships and to introduce new companies and brands to the market. Leading suppliers for mother and child products come from all corners of the world to showcase and present their products at Targi Kielce. The exhibition is complemented by numerous training sessions and lectures and attended by press representatives from around the world.

Baby Products Association members can enjoy discounts on exhibition space of 20%, plus waiver of Kielce Trade Fairs’ handling charges connected with participation in the fair; and between two and seven free banquet invitations, plus free parking (depending on stand size).

For more information about the show, visit www.targikielce.pl/en/kids-time To access the membership discounts, email Katarzyna Wojcik at kids@targikielce. pl stating your Baby Products Association membership number.

Natural Baby Shower Finalist for Retailer of The Year

Independent nursery retailer Natural Baby Shower has been announced as a finalist for the SME Surrey Business Awards in the category Retailer of the Year.

Founders of Natural Baby Shower Victoria Hampson and Clifton Vaughan couldn’t be more thrilled to find out about the announcement by the SME Surrey Business Awards.

This year in particular, Natural Baby Shower has been receiving plenty of recognition and acknowledgement for the fantastic work they’re doing for people and planet, from their visit from the Mayor of Bracknell, Cllr Jenny Penfold back in May, to Victoria being named one of the E2EFemale100 for her outstanding business endeavours and transformative strategies.

In the last five years, NBS has taken over £100m in sales, collaborated with hundreds of well- known and ethical baby brands and, just this week, have celebrated one million orders since they began. They are also focused on the future, having invested £1 million in technology and infrastructure to support their ambitions, and drive to become the UK’s leading nursery retailer.

Upon hearing the news that her business is a finalist for the SME Surrey Business Awards, in a competitive category such as Retailer of the Year, Victoria Hampson comments: “We were delighted to discover that we have been named a finalist for Retailer of the Year, and it’s such an honour to be amongst the other incredible finalists in all categories. Reflecting on how far we’ve come as a company, I am beyond proud of where we are today.”

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news

iCandy announce departure of Managing Director, Martin Boyle

“Martin was in his 20th year here at iCandy but has decided to explore other opportunities and we wish him the very best with his future endeavours,” Said iCandy. iCandy is a British family run business and has been since its establishment in 1933, when it began as a fashion design and manufacturing company in London, always designing inhouse and sourcing the very finest quality materials: from our family to yours.

The third generation of the family, brothers Bradley and Warren Appel, formally joined in the late 1970s and by the 1980s the business was designing and manufacturing children’s cycle helmets and child car safety seats before developing a range of widely sold nursery products.

In 2007, after over 70 years of research and development iCandy launched its first multi-configuration pushchair – the Apple 2 Pear – a single to double pushchair on a single footprint.

The fourth generation of the family, Cameron and Alexander Appel, have more recently also formally joined the iCandy family business, with Cameron appointed as Vice CEO in April 2023.

The Kid Collective Ltd

Acquires Scandibørn E-commerce retailer, The Kid Collective announce the successful acquisition of Scandibørn, a leading supplier of Scandinavian inspired children’s toys, interiors and accessories, from Findel Education Ltd, for an undisclosed sum. The acquisition marks a significant milestone in The Kid Collective’s strategic expansion in the nursery sector.

Chris Mahady, CEO, Findel Education Ltd comments: ‘We are extremely pleased to have found Scandibørn a great new home with The Kid Collective, where it will become part of a fully focused online retail consumer business. As part of the recent change in business ownership of Findel with the recent acquisition by Manutan, this decision has been made to ensure Findel focuses resources, time and attention on its B2B core education brands which are its area of expertise.’

Customers can expect to shop the Scandibørn range as normal, and can keep an eye out for fresh and innovative designs to be added to the product collection in coming months.

For more information on The Kid Collective visit www.thekidcollective.co.uk

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news

Vital Baby Launches

Do you have an 2024 Campaign innovative new product idea?

The Baby Products Association’s 2024 Concept & Innovation Awards are now open for entry and the Association invites the nursery industry and wider community including students and budding entrepreneurs to submit interesting product ideas for consideration.

The Association is keen to promote excellence and innovation in the nursery sector and these annual awards encourage this. Over the years, the judges have been presented with numerous interesting and innovative ideas; many of which have proceeded to market.

Julie Milne, General Manager of the Baby Products Association, comments: “The Concept & Innovation Awards highlight the ethos of our industry trade association. It encourages innovative thinking to produce new product ideas which are effective and safe and make the lives of parents and their babies a little easier. Each year, we are overwhelmed by the creativity and often groundbreaking designs of many entries.”

The winner of the 2023 Concept & Innovation Award was Designability, with an accessible pushchair suitable for manual wheelchair users, developed with mass manufacture in mind. The award was presented to Dario Canini of the company by Baby Products Association chair Marc Hardenberg.

The entry form for the 2024 Concept & Innovation Awards can be downloaded from the website and the only clause is that the product idea must not be for sale prior to Harrogate international Nursery Fair which takes place from 13th to 15th October 2024.

www.b-p-a.org

www.vitalbaby.co.uk

Gold for Hauck FSC certified products Alpha+ and Learn N Explore and the bike trailer Dryk Duo have won Gold and the new Runner 3 won Silver at the Dadsnet Awards. This award is given annually with the products being judged and chosen by dads.

www.hauck.de/en

Celebrations with Julian Kynaston Hippychick joins Pippeta

Julian Kynaston, founder of global cosmetics brand Illamaqua and the brand-builder responsible for turning GHD in to one of the UK’s fastest growing private companies in 2005, has joined independent UK brand, Pippeta as non-executive chair to the board.

The branding revolutionary will be on-hand to guide Pippeta through its next phase of growth and development and further establish its positioning in the breastfeeding category.

Kynaston commented: “I really respect the brand’s ethos to empower mothers and offer supportive, premium quality products at an affordable price-point. There are some big global players in the breast pump sector, but the prospects for Pippeta, as a UK Independent brand, are exciting and I’m thrilled to have the opportunity to be part of their journey to succeed.”

Trade enquiries to: aimee@pippeta.co.uk

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Parenting brand Vital Baby has revealed it’s 2024 campaign - designed to celebrate and support key parenting moments, from pregnancy to preschool.

Launching at London’s AllBright Collective, Vital Baby is proud to reveal EmParent, an inclusive six-month campaign designed to empathise, embolden, embark, embrace, embody, and empower.

EmParent is the collective name for a series of activities that show Vital Baby’s desire to support the parenting journey beyond just products. Each activity is linked to a key theme and therefore has a related emphasis; albeit heart-warming, supportive, informative or funny.

EmParent links the brand with a number of experts, thought-leaders and influencers throughout the year. The campaigns include everything from lighthearted dad jokes in the ‘Family Man’ social media campaign, to thought-provoking conversations for World Mental Health Month in October, featuring Anna Mathur, a psychotherapist, author, and mother of three. In addition, it looks to celebrate dads with International Men’s Day supported by MANtenatal, and World Breastfeeding Week with Paediatric Dietitian Lucy Upton. Other experts include post-natal recovery experts The 360 Mama and family doctor and mum-of-two Dr. Shireen.

Recognising that it’s often the little things that matter most in parenting, Vital Baby is also championing a specific campaign for World Kindness Day in November called ‘The Vital Way to Pay it Forward’.

Hippychick, the Somerset-based baby company is celebrating a major milestone this year – 25 years in business.

To mark this achievement, the Hippychick team, led by husband and wife duo, Julia and Jeremy Minchin, who have been at the helm of the business since its inception, is poised to step out on a 25km trek across the Quantock Hills on Friday 19th July. The walk will be in aid of the charity the company has chosen to support in their 25th year of trading, Love Musgrove – the official charity of Musgrove Park Hospital in Taunton.

Being a Somerset business, this charity is very close to all of the team’s hearts as it has supported so many of them over the years, (including the birth of 18 Hippychick babies) as well as providing vital services and support to the local community.

Julia and Jeremy will be accompanied by Hippychick’s longest serving staff member, Rose Slocombe, who has been with the business since the outset, as well as 12 members of the Hippychick crew and 4 dogs.

To donate towards the 25km charity walk, visit: www.justgiving.com/page/hippychick-25km-walk

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news

Kind + Jugend 2024: Industry

Trends in Cologne As a leading international trade fair for high-quality baby and toddler outfitting, Kind + Jugend will bring together the innovative power of the entire industry from 3 to 5 September 2024.

As trend platform Kind + Jugend is distinguished by personal discussions and contacts with relevant purchasers and decision makers. A high order volume and the international composition of the trade visitors underline its significance.

With its clear structure, it also offers a comprehensive overview of all current trends and themes and is enriched through valuable insights and inspirations. Kind + Jugend thus actively provides strong impulses for a value-oriented design for the future in a spirit of partnership. The Trend Forum offers trade fair visitors tremendous added value with a diverse stage programm. This includes practical presentations, exclusive insights and groundbreaking trends.

Tickets are now available via their website.

www.kindundjugend.com

Safety, functionality, style Venicci is thrilled to introduce the newest addition to their family - Claro.

Elegant and perfect for city strolls, Claro excels in the three pillars Venicci base their products on: safety, functionality, and style.

Its modern, streamlined design captures attention, and the innovative materials used make Claro the lightest travel system in the collection. Reflective elements on the carrycot and shopping basket enhance visibility in the dark, and a magnetic harness adds to the safety features. Its compact size and smaller, agile wheels ensure easy navigation of busy city streets.

Available in four intriguing colours: Caramel, Forest, Noir, and Vanilla from July 2024.

www.venicci.co.uk

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Spotlight Dolls Prams

Perfect for

the mini me!

Dolls Prams continue to grow in popularity. Check out these great products that are available to order now.

Inspiring imaginative play The Roma Dolls range is a delightful collection designed to inspire imaginative play for children aged three and up.

Each pram and accessory has been crafted with meticulous attention to detail, promising endless hours of creative fun. Key highlights include the egg dolls pram, Polly Sparkle Range, Stephanie, Darcie, and Dotty Tandem Dolls Pram.

The egg dolls pram, with its sophisticated design and functionality is available in Feather and Hush Violet. Mimicking the full size egg pram, it’s the perfect miniature version for little one. It features a two-in-one carrycot that converts into a seat, and a foldable chassis for easy storage.

The Polly Dolls Pram range brings magic to playtime with its enchanting mermaid reversible sequins.

The Stephanie Dolls Pram, with pink glitter fabrics, and the Darcie Dolls Pram, with a pink or cream flower pattern, add glamour and charm to the playroom. The Dotty Tandem Dolls Pram is perfect for outdoor adventures with its pink polka dot design and convenient shopping basket.

With their extensive selection of patterns and styles, Roma have the perfect doll pram for every child.

www.romaprams.co.uk

Just like

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

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

Suitable for children from 3 years old, Bébécar dolls’ prams provide hours of imaginative play. They are available in stunning high-quality fabrics, with realistic Bébécar trim details.

Bébécar UK is part of the East Coast Group.

Tel: 01692 408801 sales@bebecar.co.uk | www.bebecar.co.uk nursery today

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Cover Story

CuddleCo

Clara Cashmere & Ash

An Exciting Start to The Year for CuddleCo We’re halfway through 2024 and what an amazing six months it has been so far for CuddleCo. From the Doona X launch which exceeded anything they could have ever imagined, to the highly anticipated reveal of their SS/24 collection.

C

uddleCo have already achieved so much thanks to the continued support from their dedicated retailers. And do you know what the best thing is? They still have another six months to bring you even more newness and excitement before the year is over. Watch this space.

had even landed on their website! With customers contacting them on Instagram, and via email to find out which retailers had Clara Cashmere to view instore, they knew this was the range they needed to focus on first. The reaction to the first installment of ‘The Next Gen_’ campaign was brilliant and meant that the collection sold at a record rate.

Before welcoming in 2024, they welcomed Nicole Hulley to the CuddleCo team. Last December Nicole joined as their newly appointed Campaign and Brand Manager and has been involved in all aspects of the business since as they continue to establish CuddleCo as a trend-focused, design-led brand.

As a team, they have gone from strength to strength, and with the help of Nicole’s wealth of knowledge, they have turned their focus to how they launch new products through large-scale marketing campaigns.

The purpose of the campaign was to position the SS/24 collection as the next generation in style, in their furniture, and in their customer’s family. With this in mind the team at CuddleCo turned their focus to four key pillars - style, versatility, trust/quality, as well as service; all of which are significant parts of CuddleCo’s core values as a brand. This campaign allowed them to hone in on the brilliant features and benefits of their products, as well as themselves as a business.

High-quality, engaging social content, dedicated website banners, marketing emails, and paid social support were all the different touchpoints the campaign covered. And as a result, ‘The Next Gen_’ campaign has been their most successful marketing campaign to date with social engagement, reach, and impressions seeing a major increase during the campaign period.

‘The Next Gen_’ marketing campaign was the first real test of this new campaign structure, and spoiler alert, it worked!

The next generation of their bestselling Clara nursery furniture range is the Cashmere & Ash colourway.

The demand for this furniture set was huge before it

Part 3: Nola White + Natural

New Beginnings

The Next Gen_

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Part 1: Clara Cashmere & Ash

Part 2: Aria Wave

Part two of the campaign introduced the stunning Aria Wave. This collection is handcrafted with rattan, a natural material that grows all year round and regenerates quickly after harvesting. The tagline that accompanied this part of the campaign was ‘made by nature, crafted by hand.’ Which allowed CuddleCo to highlight the beautiful, natural character each piece of the collection has due to its handmade nature. Plus, they were able to provide their customers with an insight into why they chose rattan and how it’s a sustainable choice for the nursery.

Part three and the final installment of ‘The Next Gen_’ campaign was all about Nola White + Natural. In this

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Aria Wave Crib

The Launch of

a Lifetime A product that was years in the making deserved the launch of a lifetime. We’re talking about Doona X, of course. And you can’t have the launch of a lifetime without a launch event. So, that’s just what they did.

‘X’ Marks the Spot

final installment they focused on the design of the Nola collection and how it can make small rooms feel larger with its airy, open design. They also touched upon how its neutral style completements a wide range of nursery interiors and décor styles, while bringing calm to the nursery with its combination of soft white and natural wood.

Still to Come

With six months of the year remaining, CuddleCo still have lots in store for 2024!

Throughout July, August, and September, they will be challenging their retailers to create and share some exciting content around CuddleCo to be in with a chance of winning £250 credit and delicious donuts. Plus, we can’t forget about Harrogate Nursery Fair in October where they will be showcasing lots of newness.

But if you need anything from CuddleCo in the meantime or have a question, their friendly sales team are always happy to help.

sales@cuddleco.co.uk www.cuddleco.co.uk Nola Cot Bed

The Doona X launch event took place in trendy Shoreditch and was attended by influencers and celebrities such as Amelia Murs, Emily Miller, Phoebe Tomlinson, and Danielle Peazer. Plus, industry press including Mother&Baby, Absolute Mama, and My Baba. But most importantly, some of their retailers were able to take time out of their busy schedules to show their support on the day, which they hugely appreciated.

From start to finish, the atmosphere at the event was brilliant. Everyone was in high spirits and super keen to get hands on with Doona X. The team welcomed guests with fizz and Doona themed mocktails, including an ‘X’presso Martini and Lay-Back Lemonade, which were complimented by everyone.

Along with the unveiling of the Doona X, everyone had the opportunity to experience Doona’s full product portfolio, the Liki Trike went down a storm with the toddlers and has probably made it onto quite a few birthday wish lists!

Doona X Has Officially Gone Viral

Content from the day flooded their Instagram feed and DMs with both influencers and their retailers eager to share behind the scenes clips from the event and broadcast their first look at Doona X, meaning the event touched over 25 million people in total.

Bababoom Boutique posted a reel after attending the launch event and to date it has over 30,000,000 views, and 3,417 comments.

No Limits with Doona X

Doona has redefined travel with its unparalleled design and functionality.

Doona X offers 3 recline positions – Sit, Relax, and Lay back. Its innovative design serves as an all-in-one solution, functioning as both a car seat and stroller for newborns, streamlining the parenting journey.

Along with three recline positions, the newest addition to the Doona family features a new soft release system to provide an effortless transition and minimise disturbances when moving from car seat to stroller. Another update Doona X boasts, is a new shock absorbent mechanism for a smooth ride while in stroller mode. nursery today

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retail PRECIOUS SPROUTS

Sprouting

success Penny Franks had the pleasure to catch up with Precious Sprouts owner, Rana Chowdhury to find out more about their store which is located on Lewisham High Street, London.

Can you tell us a little about your store? What was the rationale behind opening the doors to Precious Sprouts?

It all started off as an idea in my head that turned into a reality in 2012. I had a background in professional football, youth work and social work.

Having three kids at the time and married (now with 5 children), I had the urge to be self-sufficient, benefit society and be entrepreneurial for my family’s sake. I spotted a gap in my area and I believed the industry needed someone like me without disrupting anyone’s business.

What was the deciding factor when we look at your location?

One of the main reasons was being very close to my family so that I can support my wife and kids when needed. I am also well known in the area, locally and a bit further. However, one of the main aspects is that Lewisham hospital is situated right opposite the shop, literally 30secs/1min away from the shop. The hospital is a busy London hospital with a maternity ward and where four out of our five, were born.

Parking is very accessible and easy for my customers as well, which is important.

Since first opening in 2013, what do you feel has been your largest achievement?

It definitely has to be that we were nominated best baby shop in UK, by progressive preschool recently.

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I try to work with price protected brands and I don’t slash prices online. It is very demoralising to do all that work for someone to sell much cheaper online.

This achievement was only possible due the customer satisfaction, reviews left, knowledge learnt and brands acquired.

I am incredibly proud of this achievement and knowing that because all of the above has been done to a high standard led to the nomination.

Also, what has been your largest challenge and how did you overcome this?

It has to be the modern-day way of selling and shopping. The methods needed to advertise and market your brand/shop is always a challenge, Price slashing online is another challenge that also concerns us as a business.

How important are brand names to your business?

Very important, supply and demand are the rules for selling. Customers want the brands and we have to supply them. The brands have to be well priced, reliable and in demand. Something closely linked to the brand is knowledge, trust and the power of persuasion. Customers are somewhat dependent on your knowledge, recommendations and experience.

This helps sell brands, not just brand power alone.

Do you stock products that fall across a variety of nursery categories and if so, how does this assist the business?

Comprehension is very important. Customers can come in for one thing and leave with another, but space and budget are limited, so the ability to order quickly and dropship helps a lot.

When we look at products, do you feel supported by the brands that you stock when we consider product demonstrations? Do you feel you receive adequate training and visits to your store to assist you?

Everyone wants to sell and everyone supports well, apart from a couple brands, although I won’t name and shame them here!

Do you have a particular nursery category that performs well for you?

The main categories for us are pushchairs and car seats. It’s where, in my opinion, most customers need the greatest help and advice.

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Have you noticed a difference in the way consumers are currently shopping for nursery products – perhaps more so when we consider the current ‘cost of living’ situation?

Definitely! We feel people are feeling the pinch, getting second hand products, no name brands and basic brands, compared to the well-known/better brands. Also, the way, manner and pattern of how people are shopping has changed, more internet and less instore.

Do you find that your customers are also asking for a price-matching policy from you and if so, how does this effect your business and is this something you consider?

This does have an effect on our business and I think it’s a big headache in the industry. I try to work with price protected brands and I don’t slash prices online.

It is very demoralising to do all that work for someone to sell much cheaper online. I think discontinued and ex display is an exception to the rule as a seller or when someone else sells, I don’t mind that.

How does your website operate alongside your store? Do you offer the same product selection online as you do instore?

As a business we don’t do much online. We much prefer meeting and tailoring customer’s needs instore.

What about social media, how important is this to the business?

Social media is quite important, however, it is something that’s takes a lot of learning, attention and budget. We do feel however that this is working although things change quite quickly and quite

often, so you have to keep up to date.

Do you feel that influencers of nursery products assist with regards to driving awareness of nursery product – or do they sometimes cause confusion when we look at correct usage of items?

Yes, this can help but it also depends on who and what they are saying. Whether they are experts in the field or just a known face can be worlds apart, but they may have an influence over the sale.

Would you say we have sufficient innovation and new product launches within our industry or would you like to see more?

It’s always good to see more, but made from reliable, well known brands.

Obviously at a good price and great margin.

How do you currently source new products or spot upcoming nursery trends – for example, will you be attending any trade shows this year?

Trade shows, brands themselves, social media and customer interaction. Anywhere and everywhere you never know where you can discover the next must have!

Finally, do you have any plans on the horizon that you would like to share with Nursery Today readers?

Of course, like many independent retailers, I would like to achieve more sales, onboard more brands and

give better support for customers. Helping parents also with their concerns when we look at parenthood, which I believe I am unique with my service in the industry. I like to discuss how to help parents, as being a parent is not just about products, helping with experiences, mind-sets and support is vital in having a healthy relationship and our course in parenthood. I also have future plans, which I don’t want to share these just yet – watch this space!

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new!

Go further, go finer

with the Sprint from Joie Signature Ride in luxury and install with ease, with the new sprint from Joie Signature.

Whether on the go with the built in ISOFIX points or paired with the i-Base Encore to add a 90o spin, this seat is ready for all your adventures, anytime, anywhere.

S

print is a convenient infant carrier made for everyone on little one’s team. Parents, grandparents, and sitters alike can drive confidently knowing that baby’s seat is installed properly, thanks to the built in ISOFIX connectors that lock directly to a vehicle’s anchor points in seconds – no need to wrestle with a seatbelt or lug a base from car to car.

Sprint is the perfect addition for any newborn The slim, baseless profile provides an easy backseat fit for families with small vehicles or multiple children in car seats. Sleek and stylish, sprint comes with all the Signature styling you would expect, as well as the most up to date R129 safety compliance, including side impact testing.

Compatible with i-Base Encore Not only does sprint slot on to the back seat with its own ISOFIX connectors, but it is also 16

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Installation:

• Installs in vehicle using built in ISOFIX anchor points • Installs in vehicle when paired with i-Base Encore and i-Base lx 2 • No vehicle belt installation

Safety:

• Meets the highest ECE R129/03 safety standard, plus side impact testing • i-Size certified when connected to a compatible base • Tri-Protect headrest offers security with three layers of protection inside the wings • 3-point harness with shoulder and lower buckle covers that easily tightens with one pull motion

Comfort:

• Adjustable headrest to accommodate growing babies • UPF 50+ sun and water repellent canopy with zip-open ventilation panel • Multi-position, ergonomic carry handle with leatherette touches • Removable body insert for a custom fit • Curved base for rocking and relaxing • Plush, deluxe cushioning and fabrics

Convenience: compatible with the i-Base Encore, allowing parents the added advantage of a spinning seat, making those ins and outs even easier.

Parents can rest at ease that their little one is cradled in safety and comfort thanks to the Tri-Protect headrest, offering security with three layers of comfort inside the wings.

Tailor their fit With adjustable headrest and removable body insert made to accommodate growing babies. You can keep them comfortable no matter the weather with the UPF 50+ sun and water repellent canopy with a zip open ventilation panel.

Sprint is also compatible with most Joie pushchairs to keep you and your little one rolling from the car to the street.

• Easy Install with built in ISOFIX connectors in just seconds • 3 ISOFIX positions for a secure fit in all vehicle types • Pairs with i-Base Encore to add a 90º spin and is part of the Encore Spinning System™ that grows from birth to 4 years • Adjustable headrest for a perfect fit as they grow • Compatible with most Joie pushchairs and with other pushchairs using Maxi-Cosi style car seat adapters • Detachable headrest for quick cleaning

uksales@joiebaby.com www.joiebaby.com

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feature BEDDING & ACCESSORIES

Keep it safe – 5 Top Tips for Baby Bedding from The Lullaby Trust Kate Holmes is the Head of Support and Information at The Lullaby Trust, the leading UK charity working to end sudden and unexpected infant deaths. Check out her five top tips below to help you advise your customers on how to choose the best bedding for safer baby sleep.

Keep it simple There are so many baby products that it can be overwhelming for parents - you can help them to navigate this! When it comes to bedding, all a baby needs to sleep in is a) a firmly tucked-in sheet or blanket (not above shoulder height) or b) a baby sleep bag.

Sleeping bags must be the correct size for the baby. Most manufacturers will recommend a sleep bag is used at a certain weight rather than age, so do check the product guidance. If the baby is too small for a sleep bag then a sheet or blanket be used, with the baby placed on their back with their feet at the bottom of the cot/ crib, so they can’t wriggle underneath the bedding.

Keep it light

BEDDED BLISS Baby bedding and infant sleep bags are crucial components in ensuring a safe and comfortable sleeping environment for infants.

C

urrent trends in this market focus on safety, sustainability, and innovative design, aligning with modern parents’ growing concerns for their children’s well-being and the environment.

Perhaps a prominent trend in baby bedding is the shift towards organic and hypoallergenic materials. Parents are increasingly opting for bedding made from, as an example, organic cotton and bamboo, which are free from harmful chemicals and are soft and gentle on a baby’s sensitive skin. These materials also boast breathability, reducing the risk of overheating—a critical factor in preventing Sudden Infant Death Syndrome (SIDS).

In addition to materials, the design and functionality of baby bedding have evolved. Many bedding sets now feature adjustable components to accommodate a growing child, offering longevity and value for money.

Patterns and colours are chosen to be visually stimulating yet soothing, aligning with contemporary nursery aesthetics.

Infant sleep bags continue to grow in popularity due to their safety benefits. Unlike loose blankets, sleep bags reduce the risk of suffocation and entanglement. Modern designs feature adjustable sizing, various tog ratings and easy-access zippers for nighttime nappy changes.

For nursery retailers, these trends can all translate into significant opportunities. Products that emphasise safety, sustainability, and innovation are in high demand, allowing retailers to cater to a conscientious customer base. However, the competitive market requires retailers to stay abreast of trends and offer products that meet high standards of quality.

Soft or bulky bedding (such as quilts, pillows and duvets) increases the chance of SIDS (sudden infant death syndrome) so should be avoided. The baby’s head needs to be kept uncovered by clothing or bedding so that they can lose heat; loose bedding can risk baby becoming too hot, or block their nose and mouth obstructing their breathing. Specific types of bedding to avoid include anything weighted, quilts, pillows, duvets or sheepskin.

Keep it cool You might be surprised at how cool a baby’s room should be – ideally 16-20 c. We don’t advise on a set tog rating for bedding, as individual differences in baby’s temperature are too great and it will depend on the time of year and room temperature. However, generally, we advise using a lower tog rating with a baby sleep bag; if the baby is too cool then an extra layer of clothing can be added.

How do you know if they’re too hot? Feel the back of their neck or chest - if the skin feels sweaty or clammy a layer of bedding or clothing can be removed.

Keep it clear Always advise your customers that the safest place to sleep a baby is a clear, flat, separate sleep space. Pillows are not suitable and can increase the risk of SIDS (by up to 2.5 times) and block the baby’s airways.

Cot bumpers are also a no-no. They can pose a risk of accidents to babies once they begin to roll and move about the cot, for example through becoming entangled in the ties and material. A simple mattress with no loose bedding or bumpers is the safest sleeping place for a baby.

Keep it firm and flat They might be all over Instagram but they’re not safe for sleeping babies … we’re talking pods and nests. When sleeping, babies shouldn’t lie on or have anything soft around them, particularly their heads, as this can cause them to overheat and increases the risk of SIDS. Soft, squishy materials can also cover baby’s mouth and nose if they are pressed against it.

Unfortunately, not all products available comply with safer sleep advice. If you’re a retailer wanting to make sure that everything you sell is safe for babies to sleep in, it’s a good idea to familiarise yourself with the items we advise against. You can check out our Product Guide on our website or get in touch with any questions you have about safer sleeping products on info@lullabytrust.org.uk

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Eco friendly

Folk & Thread has been built with eco friendliness and a strong ‘doing good’ message in mind right from the start.

Now, more than ever, consumers are looking for brands that align with their values, and to feel satisfaction from buying from those brands. “We have created a range of baby sleep bags, blankets and sheets that combine the highest specification of design and safety with super soft organic cotton and beautiful prints.

Parents tell us that they are reassured knowing that we are working with The Lullaby Trust to put their babies needs and safety first. They are also delighted with our ‘Better Sleep Project’ - through which we donate baby sleep bags and bedding to babies in need with every purchase from Folk & Thread.” Said Lisa Joyce - Director, Folk & Thread.

hello@folkandthread.co.uk www.folkandthread.co.uk

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New Premium Quality Changing Mats

01692 408802

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www.eastcoastnursery.co.uk

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feature BEDDING & ACCESSORIES

Organic cotton The Little Green Sleeping bags are a must for families looking for a naturally super soft option for bedtime.

The Treetops collection from Silvercloud has been specially designed to help you create an individual themed nursery, using 100% cotton with soft-touch fabrics, it features adorable forest animal friends in a gentle, unisex colour palette.

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, creating the perfect environment for sleep that is free from all nasties!

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

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

Nine unique designs Transform children’s bedrooms with Bloomsbury Mill’s award-winning bedding.

Bloomsbury Mill’s vibrant, colourfast designs feature convenient snap-shut buttons for effortless changing and are machine washable for hassle-free care.

Available in nine unique designs, this bedding combines quality and style. With RRP’s from just £16.99, Bloomsbury Mill offers premium bedding at an affordable price.

info@bloomsburymill.com www.bloomsburymill.com 20

UK designed with love

Discover a matching 3 piece bedding set, sleeping bag, standard changing mat and eco-sonic changing mat that all make perfect baby shower gifts.

The Treetops collection was exclusively designed in the UK with love.

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

Super soft cotton 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 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!

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

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feature BEDDING & ACCESSORIES

Folk & Thread Enjoy

Successful Launch

Consumers are loving the happy sleep brand

S

ince Folk & Thread’s launch at the start of June the brand has already caused a stir! Their joyful stand at the Babyshow attracted a lot of attention, with consumers drawn in by the Lullaby Trust partnership logo and the Made For Mums Gold Award for Best Baby Sleep Bag 2024 and then delighted to purchase the organic cotton baby sleep bags, blankets and sheets.

Online sales are off to a flying start thanks to interest from Folk & Thread’s highly engaged social media audience. They already have over 1500 followers and have run collaborations with The Lullaby Trust and Cosatto on Instagram. The brand will launch on Amazon UK shortly and will be looking to work with retailers in 2025.

Together Folk & Thread and The Lullaby Trust are doing a bit of good for the world - every product sold by Folk & Thread funds a donation programme facilitated by The Lullaby Trust, through which Folk & Thread baby sleep bags and sheets will be given to UK families to help them create a safer sleep space for their babies.

Contact Details: hello@folkandthread.co.uk www.folkandthread.co.uk

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feature BEDDING & ACCESSORIES

Bed sheets to 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.

Touch of adventure Clair de Lune’s new Jungle Dream Bedding collection is perfect for adding a touch of adventure to little one’s nursery.

The collection includes a two pack of Moses Basket Sheets, a two pack of Cot Bed Sheets, a 2.5 Tog Sleeping Bag, and a Reversible Cot Bed Duvet Cover and Pillowcase Set. Each piece features a delightful animal print with playful lions, elephants, monkeys, and zebras, bringing the vibrant energy of the jungle into your home.

The Clair de Lune Jungle Dream Collection is designed with families in mind, each piece is crafted in easy-care polycotton, super-soft on little one’s skin and machine washable too, perfect for everyday use.

www.clair-de-lune.co.uk

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 naturally beautiful tones and delicate prints. Made using only the best 100% 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.

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

Striking

designs

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 and bedding sets, Snüz offers everything a family needs to give their cots and cot beds a stylish twist. With prints featuring stars, rainbows, spots, clouds and more, there is a design for everyone.

Reversible duvet covers and pillowcases are created using 100% soft cotton for a comfy and breathable sleep environment, while the 100% cotton printed sheets are super soft, lightweight and perfect for newborn skin.

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

Luxury waterproof bedding protection Hippychick’s award winning mattress protectors are practical yet luxurious, extending the lifespan of any mattress.

Soft, discreet and 100% waterproof, the Hippychick Waterproof Mattress Protectors are available in a range of sizes to suit all beds, which means they’re not just for babies – every mattress needs one. Available in fitted or flat, cotton or Tencel, there is a style of mattress protector to suit everyone.

Super soft waterproof Pillow Protectors and Duvet Protectors complete the offering of Hippychick bedding protection.

www.hippychick.com 22

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RETAIL MATTERS

Retail

matters Online4baby’s Managing Director Christy Foster is looking back with reflection as the second half of trading is upon us.

Christy Foster, Managing Director

T

he second half of 2024 is upon us, marking a time for reflection and anticipation of the exciting developments ahead. High freight costs continue to be a headache, but our tried-and-true strategy of building strong relationships has really helped us manage the chaos. By working closely with our partners, we’ve been able to keep things moving smoothly despite the challenges.

whatever trends come our way.

Right now, we’re finally enjoying a proper summer here in the UK. The warm weather at the end of June brought a huge spike in sales for outdoor play toys. Slides, water activity tables, and playhouses have been flying off the shelves, as families make the most of the sunshine. An interesting trend we’ve seen is the number of

With the all-important golden quarter on the horizon, it’s exciting to see our year-to-date plans for the Christmas range taking shape.

With the all-important golden quarter on the horizon, it’s exciting to see our year-to-date plans for the Christmas range taking shape. All the hard work we put in months ago is starting to pay off, and we’re already knee-deep in planning for spring-summer ‘25. Whilst some might bemoan thinking about Christmas or indeed next year already, staying ahead of the curve is what retail is all about, and being proactive ensures we’re ready for

customers colour-coordinating their outdoor toy buys, with grey still proving popular, even in gardens. Of course, travel cots, car seats, and strollers are still in high demand too, reflecting the season’s focus on outdoor activities and travel.

The surge in demand for outdoor play products shows how important it is to be flexible and responsive. By staying ahead of what our customers need,

we’ve been able to offer exactly what they’re looking for at the right time.

This focus on our customers is what keeps us at the top of our game and we’re paying a lot of attention to our customers responses to these ranges when planning for next year.

Our team continues to go from strength to strength too. We’re thrilled to welcome Zaira Woods as our new Senior Buyer. Zaira brings invaluable experience from Studio Retail and Buy It Direct, and we’re excited to see what she will bring to the business as her career develops with us.

July will be a pivotal month for us, with the launch of two transformational projects for the business. We can’t wait to share more details in this magazine and directly with our brand partners very soon.

Although we don’t know the outcome of the election at the time of writing, all polls suggest there will at least be a clear winner. From a consumer perspective, we hope this brings stability after the uncertainty of the last few years. From a business perspective, we wait to see what a likely-new administration will mean for the economic environment.

What does seem certain is that July will be a month of significant change, both

We’re thrilled to welcome Zaira Woods as our new Senior Buyer.

for Online4baby and the country at large.

Thanks to our amazing team, supportive partners, and loyal customers for sticking with us. Together, we’re ready to tackle the challenges and seize the opportunities ahead, making the rest of 2024 a great success.

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feature BOTTLE & STERILISERS

Bottle

express Bottles and sterilisers are essential items in infant care, witnessing significant advancements over the years.

M

odern baby bottles are designed to reduce colic and gas, featuring anti-colic valves and venting systems that mimic breastfeeding, which helps prevent air ingestion. Materials have also evolved, with BPA-free plastics and borosilicate glass offering safe and durable options for parents.

Sterilisers have similarly advanced, transitioning from traditional boiling methods to high-tech steam and UV sterilisers. These newer models can sterilise multiple bottles and accessories simultaneously, often in just a few minutes, and some even offer drying functions.

Here we highlight products that fall within this sector which are all ready to order now.

Clinically proven

to reduce colic Dr Brown’s eye-catching Flora and Fauna Collection bottles are decorated with delightful animals.

Decorated with paw prints, flowers, sea life, leaves and trees, these printed bottles have the same great shape as the rest of the Dr. Brown’s wide-neck bottle range, but with slightly sleeker vessel walls to allow the designs to be extend around the sides.

Clinically proven to help reduce windy colic, Dr. Brown’s Options+ Anti Colic baby bottles are a great choice for helping express or formula-fed babies, who take in too much air during feeding, and are experiencing this common condition.

Enquires contact Baby Central on the below.

Tel: 01538 399541

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UV LED

technology Vital Baby, a family-run UK brand, is celebrated for their commitment to providing dependable, premium quality products that support families on their journey. Over the past year, they’ve expanded their influence, solidifying their standing in the sterilisation category.

Using the latest UV LED technology and design innovation, the NURUTRE advanced pro UV kills 99.99% of bacteria and viruses in a mere 7 minutes and blows competitors out of the water with a sterilise and dry time of just 29 minutes.

Sterilise what, we hear you ask? Just about anything that will fit. The advanced pro UV is efficient, versatile and, as there’s no need for water, chemicals or heat, is suitable for use with a wide range of items – from bottles, teats, soothers, toys and breast pumps to small accessories, mobile phones, keys, cosmetic brushes and more…

The advanced pro UV steriliser and dryer is equipped with several notable features that have already earned it a place in many parents’ hearts.

Thoughtfully designed for user convenience, it offers four different modes for sterilising both baby products and household items, providing families with more convenience and versatility than ever before.

It can accommodate up to four wide neck bottles and includes a removable basket, enabling simultaneous sterilisation of teats and accessories. Despite its technological sophistication and large capacity, the design remains sleek and stylish. Available in two neutral colour options, it blends seamlessly into any home decor.

As sterilisation technology evolves, Vital Baby remains at the forefront, working to simplify parenting creating more cherished family moments.

www.vitalbaby.co.uk

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A UV

feature BOTTLE & STERILISERS

Natural

feeding

MAM support parents however they choose to feed.

If you choose to include a bottle into that feeding journey, MAM believe that babies should be using one which feels familiar. All MAM bottle teats allow babies to drink naturally thanks to the unique flat, symmetrical shape and SkinSoft silicone surface. This allows an easy transition between breast, bottle and soother.

The MAM Easy Start bottles are also Anti-Colic thanks to their unique vented base which allows pressure in the bottle to remain even and babies to drink undisturbed, helping to reduce the symptoms of colic in 80%1 of cases.

The Easy Start bottles can be sterilised without the need of a separate steriliser, making them perfect for on the go! All you need is 20ml of tap water and 3 minutes in the microwave.

1Soothers: Market Research 2010-2023, tested with 1,588 babies.

www.mambaby.com

Steam clean, dry, store and more!

The Dr. Brown’s Clean Steam Bottle Steriliser and Dryer offers the total package.

The Milton way

to sterilise

The award-winning Cold Water Unit and Milton Cold Water method of sterilising has been used by parents and health professionals on maternity wards for over 70 years.

This stylish steam cleaner has a large capacity, enabling it to sterilise and dry up to six baby bottles at once, plus breast pump parts, soothers, and teethers with peace of mind that it eliminates 99.9% of bacteria, mould and the yeast that causes thrush. This therefore reduces energy required from smaller models that need multiple cycles to get all components clean.

Contents stay sterilised for up to 24-hours if the lid is unopened after the completion of the cycle, so parents can keep their bottles and parts stored inside with no contamination. Plus, its easy-to-use interface, means that once switched on, all parents need to do is select their preferred setting for through product sterilisation.

Enquires contact Baby Central on the below.

Tel: 01538 399541

Milton Sterilising Tablets or Milton Sterilising Fluid can be used in the unit; it is quick, easy, safe and effective, killing 99.9% of germs (bacteria, fungi and viruses) in just 15 minutes.

The large 5L capacity; can hold up to 6 standard baby bottles and can be used to sterilise all breastfeeding equipment and baby feeding accessories: breast pump part, baby bottles, soothers, teething rings, small plastic toys, plastic cutlery, weaning bowls etc.

www.milton-tm.com 26

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Seamless

transitions

Revolutionising feeding routines The Baby Brezza Formula Pro Advanced is a gamechanger for new parents, blending and warming formula at the touch of a button.

This innovative appliance ensures the perfect bottle every time, reducing preparation stress and allowing more bonding moments. Its compatibility with various bottles and formulas highlights its versatility.

Paired with the Steriliser Dryer Advanced, which sterilises and dries bottles with 99.9% bacteria elimination, and the Bottle Washer, which automates wash, rinse, and dry cycles, Baby Brezza ensures feeding equipment is safe and clean.

Baby Brezza revolutionises feeding routines, making them more convenient and reliable for modern parenting.

This award-winning baby bottle from BIBS is carefully designed for babies and parents.

The breast-like nipples closely mimic the natural shape, soft texture, comfortable fit, and flexibility of a mother’s nipple during breastfeeding. This helps promote a natural latch and eases the transition between breastfeeding, bottle feeding, and pacifier use.

The bottle comes in two sizes: 110ml and 225 ml, and lots of colours to suit your needs.

The latex nipple is available in three different flows.

uktrade@bibsworld.com www.bibsworld.com

www.cheekyrascals.co.uk

EASY START™ ANTI-COLIC BOTTLES

Our innovative vented base supports a steady and smooth drinking flow. The bottles also self-sterilise in just 3 mins, to help take care of little tummies.

OF MOTHER’S CONFIRMED LESS COLIC2

1 Market Research 2009-2023, tested with 1,808 babies.

2 Field Study, Austria 2011, tested with 73 mothers of colicky babies/Market research 2010, tested with 35 mothers of colicky babies.

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nursery matters JOHN BARKER

Barking

Mad This month Pramland’s John Barker is discussing the issue of retailers who demonstrate their support to the brands that they stock.

W

elcome one and all to my little corner of Nursery Today. The sun is (or at least it was for a few days) shining, and we have a new government in charge so fingers crossed this will promote consumer confidence and we’ll all start seeing the benefits sometime soon.

Yet again I can report that we’ve seen more of the same recently. Good levels of orders from good levels of footfall only hampered by consumers taking longer and longer to pay for their goods. At face value this sort of pattern should be concerning but it’s not, it just means the money is coming. This ongoing cost of living crisis must end at some point, it’s actually a question of when, not if.

This month I’d like to talk about an something I have discussed with various brands over the past month, the thorny issue of support. For a change I’m going to beat the drum for the brands too. It would appear that there’s a wave of brands closing accounts due to a lack of support, and I would like to congratulate these brands for taking a stand against lazy retailers. Being a stockist of a brand is more than simply peeling the backing

28

off a window sticker and slapping it in the door. Being a stockist requires commitment and effort. Too many shopfloors are littered with brands and products simply gathering dust and this is the very opposite to supporting a brand. Working with a rep to improve business and promoting a brand in store is what is required. Far too often do stores seem to think the brands owe them a living. They think it’s the brands job to get them customers to buy their products. This is not and has never been the case. The brands job is to give us the tools (the products) that we can sell at a competitive price and earn a living from. It’s a mutually beneficial process. As soon as one of the parties fails to meet their end of the deal things will start going wrong.

We all have brands and products on our shopfloors that used to sell well and now you struggle to even give them away. It’s far too easy to blame the brand. What we as retailers should be doing is working with them to identify why this has happened, implement a strategy to improve sales and then re-evaluate if the changes worked. Only through a process of rinse and repeat can you truly identify if a products dip in performance

john@pramland.co.uk Far too often do sto res see m to think the brands ow e the m a living. They think it’s the brands job to get the m customers to buy their pro duc ts. This is not and has never been the case. comes off the back of something you’ve done, a change in the market demand or as a result of the brands actions. Whatever the outcome working with the brand is the key.

Pointing a finger and pulling the shutter down isn’t the correct way to react.

For a brand to make a decision to close an account there has to be an element of blame with the retailer. A brand would never close an account that was supporting them with advertising, regular socials and store promotions. Nor would they look to

close an account that maintained a well stocked and up to date display that is proportionately representative of the turnover. And they certainly wouldn’t consider closing an account if the store provided good levels of regular orders. Not only would they not close an account for these points but of the brands I’ve spoken with they all said that if a store illustrated commitment to improvement, despite underwhelming sales figures they would work with the store to try and improve business. And I for one believe them. It’s not in a brands interest to

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Only through a process of rinse and repeat can you truly identify if a products dip in performance comes off the back of something you’ve done, a change in the market demand or as a result of the brands actions. Whatever the outcome working with the brand is the key. not be represented in your stores, why would they pull support unless they’ve got to the end of their tether.

From a competitor retailers’ point of view, I also agree with this entirely. If you have two stores in close proximity to each other and one of them is really behind a brand, they’re making regular social posts, their display is brimming with stock, and they really are trying to support that brand to the best of their ability, and they are getting good sales as a result of this activity. Yet, down the street the other retailer really couldn’t care less. Their display is lacklustre and outdated. Their staff rarely demonstrate the brand and when they do make a sale it comes off the back of

undercutting the supportive stores price. How is this right? The store that is doing the work demands the support and brands should actively encourage this by monitoring their accounts and closing where appropriate. Yes, they would lose shopfloor space by closing the above example but the store that remained would increase support further.

I would encourage all brands to review your retailers regularly, especially those within close proximity to other stockists. Identify those patterns and support the stores that are supporting you. I’m not saying pitch every store against their nearest rivals but if you see that one store is

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obviously supporting you wholeheartedly and the other isn’t surely it’s in your interests to cut ties and ramp up support to the store that wants it? The nursery market is getting more and more competitive, working with the right retailers for your brand will ensure your place in that market.

We have never had so few brands in our store, this has been done by design. If we stock a brand, we believe in it and we love it. We’ll give it the support it needs, and we will do

everything in our power to ensure that we are performing better than anyone else in our region with it. It’s not about being kings of the UK pram world, it’s about being the best in your city or town. That enthusiasm and passion comes from working with our brands, sharing their commitment to their products and our business. Nobody owes you a living, you have to earn it.

And if you don’t want to earn it the brands should work with someone that does want to.

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feature BABY MONITORS

Monitoring times The infant monitor category continues to grow, with a focus on innovation and technology.

B

aby monitors have evolved from simple audio devices to sophisticated pieces of technology, reflecting the increasing demand for heightened security and convenience in childcare. Originally designed to transmit sounds from the baby’s room to the parents, baby monitors have surged in popularity, driven by advancements in smart technology and an increasing number of tech-savvy parents.

The growth in popularity of baby monitors can be attributed to the peace of mind they offer. Modern parents seek reassurance that their children are safe and comfortable, even when they are not in the same room.

This need for constant vigilance has led to the development of smart baby monitors, which incorporate features such as video surveillance, motion detection, and real-time notifications. These innovations enable parents to monitor their baby’s activities and environment from anywhere via their smartphones.

Technological advancements have brought about notable features like high-definition cameras, night vision, temperature and humidity sensors, and even heart rate and oxygen level monitors. Some models integrate with home systems, providing seamless connectivity and control. Voice-activated monitors and AI-powered analytics that can detect unusual patterns are becoming increasingly common, providing deeper insights into a baby’s well-being.

For nursery retailers, stocking smart baby monitors is a strategic move. These products cater to a broad market segment, including first-time parents and tech enthusiasts. The combination of safety, convenience, and technological sophistication makes baby monitors appealing. Retailers can leverage this appeal to attract customers looking for reliable and innovative childcare solutions, ultimately boosting their sales and customer satisfaction.

Baby monitors are now an essential basket filler!

Baby monitors are now fully established as an essential product for the modern parent with over 85% of new mums and dads opting to have one.

Without question, monitors must be part of any checklist of products offered to parents-to-be by any enterprising retailer both in-store and on-line.

The UK market is estimated to be work close to £30 million per year, with retail prices on the rise as the typical target customer being either a millennial or latterly Gen Z, are looking for similar levels of tech for their baby that they would want to monitor their own health and wellbeing.

Monitors are most frequently purchased in the third trimester of pregnancy, around the 7-month stage, when parents-to-be normally look to purchase all the high-ticket items, such as nursery furniture, pushchair, car seat and feeding accessories, so imperative that monitors are captured within the same basket in order to maximise the sales potential.

Check out the ranges available by both VTech and LeapFrog available from Murrays Health and Beauty.

www.murrayshealthandbeauty.com

This month we catch up with VTech’s Joel Lucy to gain his insight into the world of infant monitors.

What do you feel are features that parents expect baby monitors to have?

Monitors have increasing levels of functionality, but the core features that most people look for are high quality picture quality, pan, tilt and zoom, temperature monitoring, night light and soothing sounds, we are also seeing more and more end users opting for larger screen sizes and app enabled monitors.

How do monitors ease parental anxiety?

Generation after generation over the past 15 years or so has become increasingly more open to having a baby monitor, over 85% of new parents now has one and the core reason being that monitors enable you to keep and eye and an ear on your child without the need to keep popping into their nursery and potentially disturbing them unnecessarily.

As a business have you conducted any consumer driven research that has given guidance on what the most sought after features are that parents seek in monitors?

Would you say there is ample information and guidance out there currently available to assist parents in making their purchase decision?

Have you run any consumer research to assist in the future development of your monitor ranges?

Are brand names important within this sector?

For any brand or manufacturer, it is critical to find out what end consumers are looking for, VTech continuously talk with parents-to-be in order to seek guidance on what is important to them and what would help them and baby. We also conduct end user testing during product development end final product reviews prior to launch in order to ensure we have met with their expectations.

At VTech we not only talk with end consumers, but also our retail account buyers who sometimes have suggestions on gaps in our assortment and possible developments. We also find we get some excellent input from staff working in the stores, who will generally have the highest level of interaction with end users.

Monitors have come a long way over time, what do you feel has been the most innovative aspect that have driven this category forward?

Without a shadow of a doubt the introduction of app enabled smart monitors has given a whole new lease of life to the category, the ability to keep an eye on your precious little one whilst you are away from them has been a real game changer.

Owing to the sophistication of your mobile phone, we have been able to totally innovate the monitor space with technology only previously seen with smart 30

home security cameras.

If anything, you can sometimes find too much information on products as an end consumer it can all be too much to absorb. With both our VTech and LeapFrog brands of monitors, we have been rolling out high impact point of sale displays with some of our UK retailers, with the aim of trying to simplify the selection process but demonstrating the differences between each model and what you get for the various price points, this appears to have been highly successful.

Brand names and the trust in them, especially in all baby categories is essential. Parents want to know that an item they purchase is entirely fit for purpose, will deliver everything it states to offer and more. We’ve seen many non-brands try to offer copy-cat products, but these don’t come with the same levels of quality and safety.

What do you feel are the main benefits to retailers who offer monitors to their customers?

Baby monitors have become an essential purchase for all parents-to-be and new parents, with them being typically purchased at the same time as all the highticket items, such as nursery furniture and pushchairs. Retailers now need to ensure that a monitor is included in the total basket and maximise the sales potential with each consumer and secure the incremental revenue. The cash margin on the more higher end monitors is very attractive and offset some of the lower margins offered by other core baby products.

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feature BABY MONITORS

Angelcare ready for relaunch Angelcare’s New AC25-1 Baby Movement Monitor with Video & Sound is due to launch in August.

The first Angelcare Movement monitor was introduced over 25 years ago and taking inspiration from that innovative invention, the reassuring and iconic ‘Angel’ design has returned.

Additionally, the Angelcare team are proud to announce that the AC25-1 has received UK Medical Certification, which means that the UK consumer market has access to medically certified infant movement monitoring technology.

For more information, please get in contact with Chris Grech-Cini on the below.

cgrech-cini@angelcaregroup.com

CryAsssit technology with Maxi-Cosi The See Pro Baby Monitor uses advanced CryAssist technology, powered by Zoundream, to detect and translate baby’s cries.

It identifies whether baby is sleepy, fussy, hungry, gassy, or agitated and offers tips to soothe them.

Connect it to a phone via the app for Ultra HD live streaming or use the 5” parent screen with pinch & zoom, even in the dark.

The monitor eliminates other sounds, ensuring you’re notified instantly when 32

baby cries. The stylish, intuitive design blends with modern interiors and includes features like day and night vision, remote pan, tilt, and zoom, and two-way talk.

www.maxi-cosi.co.uk

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Wearable technology The NEW Owlet Dream Sock smart baby monitor offers parents the ultimate peace of mind.

This medically-certified monitor wraps around baby’s foot, providing real-time monitoring of pulse rate, oxygen, sleep patterns, and more.

Its advanced technology ensures clinically-proven accuracy, while the Owlet Dream App delivers live readings to your mobile device and a Base Station, notifying you when your baby needs attention and includes new features such as predictive sleep.

Designed for healthy infants between 0-18 months and 2.5-13.6 kg, the Dream Sock balances technology and safety, offering unparalleled reassurance. Experience the perfect blend of innovation and security with the Owlet Dream Sock.

www.cheekyrascals.co.uk

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11/07/2024 16:31

Interview CYBEX

Innovation at their core

Nursery Today caught up with CYBEX’s General Manager, Luke Burns to find out more about this innovative and continually growing, nursery brand.

How do you see innovation shaping the future of nursery products, and what role does CYBEX play in driving this innovation forward?

More and more innovation is coming to the nursery industry but as we know CYBEX is a leader in many technologies. We have a lot of ‘firsts’ under our name including proudly launching the first ‘e’ technology with the ePRIAM and launching very soon with our exciting e-Gazelle. Across car seats, we were the first to have a lie flat, rotating infant car seat and now we have our incredible new air bag technology in our Anoris T2 car seat; we genuinely believe this will be the norm across car seats in the future.

Innovation can be seen across the market, but it’s at the heart of everything CYBEX does. Our D.S.F innovation principle ensures that each product combines unique Design with Safety and intelligent Functionality.

We live in a generation of new parents where technology is a part of their everyday life, meaning we need to keep moving forward with the everchanging technology.

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With the ever-evolving landscape of technology, are there emerging trends in nursery products that CYBEX is currently focussing on?

Car seat safety is key to CYBEX and we believe our Anoris T2 airbag car seat is one of the most technologically advanced products. We are always looking to make parents lives easier and car seats safer.

Who knows what will come next from CYBEX!

How does CYBEX adapt its marketing strategies to resonate with parents and caregivers, considering the diverse needs and preferences within this demographic?

From our global team to our UK team, we are always looking at new ways to tap into consumers. The marketing landscape is ever changing and always have to be up to date with marketing principles.

One of our biggest focuses is working with our retailers. We must never forget that parents want to go in stores to see and feel products, so the retail experience is still huge, no matter the generation.

Can you share any insights into current

consumer buying behaviour that is driving the growth and demand of CYBEX products?

We have a whole range of products at CYBEX to suit different lifestyles making something for everyone.

We regularly update our existing ranges with trend led colours and look at ways to innovate our features to allow ease of use for parents.

The lie flat rotating infant seat category that CYBEX established with the Cloud is now the norm and we see continued increasing demand for this type of product.

In what ways does CYBEX differentiate itself from competitors in terms of product offerings and brand positioning?

Our D.S.F principles is again at the heart of everything we do, every product goes through a stringent process to ensure they meet our three principles. Our vision as a brand is to be the most desirable, authentic, technical and lifestyle brand for parents. We believe life doesn’t have to change when parents have children, so we want to make their life as easy possible, which is why we’re always looking at parents changing needs and adapting our product

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range with either big innovations or small function changes, such as our one-pull harness.

Our products are loved by influencers and celebrities such as Olly Murs, Rhianna and DJ Khaled.

What importance do awards and accolades by recognised organisations hold for the business and why?

To be recognised by well trusted companies for the hard work and passion we have is an honour. From being recognised by ADAC and Red Dot, we are now the first ever brand to win the Which? baby and child brand of the year. It’s also important for our retailers to know that we’re striving for the best, and to give our consumers confidence in the brand when buying CYBEX products.

What do these award wins and accolades mean to you Luke?

I am particularly proud of the Which award win, especially being the first brand to ever win this and against 170 other brands! This achievement is also so important for our team to be recognised for all the work we do, and we hope to win again next year!

What importance do you place on new product launches and why are these key to the business, your retailers and of course the consumer?

CYBEX have more new launches than most brands in our sector and they remain the lifeline of our business, continually elevating the product selection and entering new categories - this keeps the CYBEX brand top of mind and gives our retail partners something new and exciting continually to talk about.

With new parents being information hungry when we look at car seats and wheeled goods, how are you leveraging digital channels to reach and engage with parents and caregivers?

We regularly use enhanced content to provide our customers with everything they need. We have easily accessible video tutorials on our products and features to ensure a smooth ease of use. We work with a whole range of influencers who use and review our products which reaches a whole range of audiences. On top of that, our retailers use their digital channels to showcase our amazing products.

Do you relay any online activity that you run to assist your retail partners?

We have a dedicated person in our digital team, Alice who looks after all things digital. Alice works with our retailers regularly on content, enhancing their web pages and ensuring they have all the up-to-date assets.

How do you gather feedback from consumers, and how does this inform product development and marketing strategies?

We have great team of sales representatives who are talking with both retailers and consumers every day, all this invaluable insight is shared back into our product development team!

Can you discuss any recent partnerships or collaborations that CYBEX has entered into to expand its reach or enhance its product offerings?

We have recently collaborated once again with Jeremy Scott on our new ‘Car’ collection. The range is inspired by retro diners and classic cars and is unique in the market! We recently launched the collection in LA at the iconic Mel’s Drive-In which

was the perfect setting for this range. The event was attended by a range of guests including Ashley Tisdale and Dani Michelle. Kourtney Kardashian has even chosen the CYBEX x Jeremy Scott Car pushchair for her newborn baby!

Looking ahead, what are your growth strategies and objectives for the coming years?

Growth comes year on year for CYBEX as the portfolio get stronger and more diverse each and every year...it’s not stopping and I believe with our new warehouse, great upcoming product innovation CYBEX is on the cusp of a significant burst in growth again...watch this space!

www.CYBEX-online.com nursery today

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feature PREGNANCY & MATERNITY

Wear, Fold, Go!

Bump to baby Products tailored for pregnancy and maternity are crucial for supporting the health and well-being of both mothers and their babies. As an industry, nursery brands continue to assist by offering products that can assist

D

uring pregnancy items, such as, maternity wear and support pillows help address the physical needs of expectant mothers. As the body undergoes significant changes, these products provide necessary support and relief from common discomforts that can be associated with pregnancy.

In the maternity stage, products such as nursing bras, breast pumps, breast pads and comfortable

Wombat & Co. London presents you the lightweight babywearing jacket that folds into a shoulder bag NUMBAT GO is the lightest, more compacted babywearing coat on the market. At only 500 grams, you can fold it in three quick steps and put it in your bag or wear it as a handbag! Perfect for English summer weather!

NUMBAT GO comes in 4 colours: Mustard, Mint, Navy and Purple.

www.wombatandco.com

sanitary wear can assist new mothers manage the demands of infant care while maintaining their comfort and mobility. Moreover, maternity products can aid in postpartum recovery, offering essential support as mothers heal and adapt to their new routines. Here we shine the spotlight on items that are suitable during pregnancy and maternity to offer to your customers, which are all available to order now.

Soothing relief

The ORIGINAL silver nipple cups, now available exclusively from Lansinoh. Loved by mums for almost 25 years, the Silverette Silver Nursing Cups naturally protect and help heal sore nipples throughout a new mum’s breastfeeding or pumping journey.

Handcrafted in Italy from natural 925 sterling silver, each protective nipple cup is specially moulded with a curved peak and folded edges, allowing air to circulate and provide a comfortable, cooling fit over the nipple.

Incredibly lightweight, these silver nipple shields can be used in between feeds or pumping sessions to provide a physical barrier against clothing to reduce painful friction, while also soothing and helping to heal sore, damaged nipples.

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¿ŁġɔĺŸɔƳŸɔ§ƟġĺūõūĒǛɔ²ƼƜƜŸƟƳɔ õūęɔFġġęņūĺɔ§ņşşŸǕ ²ƼƜƜŸƟƳņūĺɔƳŁġɔđõĒŜəɔđƼũƜɔõūęɔŜūġġƧəɔƳŁġɔƼūņƞƼġɔƧŁõƜġɔŸĹɔƳŁġɔ%Ɵġõũĺġūņņʚ §ƟġĺūõūĒǛɔ²ƼƜƜŸƟƳɔõūęɔFġġęņūĺɔ§ņşşŸǕɔġūĒŸƼƟõĺġƧɔũƼũɭƳŸɭđġɔƳŸɔƧşġġƜɔŸūɔ ŁġƟɔşġĹƳɔƧņęġɔɭɔūŸǕɔǕņƳŁɔƧūƼĺĺşǛɔƧŸĹƳɔŘġƟƧġǛɔĒŸǔġƟƧɝ

§õƳġūƳġęɔƜņşşŸǕɔ ƟġĒŸũũġūęġęɔđǛɔÇgɔ tņęǕņĹġƧɔ

tƼşƳņɭõǕõƟęɔǕņūūņūĺɔ §ƟġĺūõūĒǛɔ²ƼƜƜŸƟƳɔõūęɔ Fġġęņūĺɔ§ņşşŸǕɔġūŘŸǛġęɔ đǛɔǕŸũġūɔõƟŸƼūęɔƳŁġɔ ǕŸƟşę

%ņĺņƳõşɔõūęɔƳƟõęņƳņŸūõşɔ ũõƟŜġƳņūĺɔƧƼƜƜŸƟƳɔĹŸƟɔ ƟġƳõņşġƟƧ

FŸƟɔũŸƟġɔņūĹŸƟũõƳņŸūɔŸƟɔƳŸɔđġĒŸũġɔõɔƧƳŸĒŜņƧƳɔĒŸūƳõĒƳɔ ņūĹŸʕęƟġõũĺġūņņɘĒŸũɔŸƟɔȕȖȚȘȝɔȜȖȕȝȘȞ ǕǕǕɘęƟġõũĺġūņņɘĒŸũ

feature PREGNANCY & MATERNITY

Soothing

relief

Pippeta’s Silver Nip Cups will naturally soothe, heal and encourage faster recovery for breastfeeding mothers experiencing cracked or sore nipples during nursing.

These reusable cups are available as Tri-laminate Silver Cups, made from pure 999 silver with an inner layer of copper for maximum resistance (perfect for normal skin types) and Pure Silver Cups, made from 100% 999 silver (for super sensitive skin).

The cups are anatomically shaped, discreet, can be used underneath clothing and are specially moulded to fit every breast shape. They are also available in two sizes, regular and maxi.

Designed to heal in between feeds, they can be used as often as needed to heal existing soreness, or as a preventative measure to prevent further discomfort.

Trade enquiries contact the below.

Aimee@pippeta.co.uk www.pippeta.co.uk

Helping comfortable

sleep

The dreamgenii Pregnancy, Feeding & Support Pillow has been helping pregnant mamas get a great night sleep for over 17-years.

The unique 7-shaped pillow encourages optimal foetal positioning, by helping mums-to-be sleep on their left side to aid maximum blood flow between mama and baby. The soft bump cushion provides vital care when sleeping on the left side plus, the back cushion supports and prevents rolling onto the back.

Once baby has arrived, it can also be used as a cosy feeding pillow for added comfort during nursing. The pillows are available with super soft, 100% jersey cotton covers, in three contemporary colourways; Grey Marl, Beige Marl and White.

Enquires contact Baby Central on the below.

Tel: 01538 399541

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Scoop up Beautifully Balanced Comfort and Support with

Bravado Designs

Bravado Designs Launches New Maternity Bra that moulds to mums changing body.

Connected

control The popular Elvie Stride combines hospital grade performance with app-connected control.

The Elvie Stride provides hospital-grade performance (a whopping -300 mmHg – in a single cup set up) that’s portable, liberating you from sockets and wires. The Elvie Stride gives you ultimate connected control with the Pump and Elvie App, so you can fully manage your pump without so much as tweaking your shirt.

Key features: • Hands-free • 10 intensity settings with Stimulation and Expression modes for natural suction • Lightweight and comfortable cups, less than 150g per cup • Discrete design contoured to the natural shape of the breast • App-connected and controlled • Easy to assemble and clean by hand or dishwasher • Rechargeable battery lasts for nearly 3hrs of pumping • Safe, hygienic and BpA free • Three Breast Shield sizes and three Nipple Cushion sizes are available to help you find your ideal fit Distributed in the UK by bébélephant, with stock and dropship options available.

TEL: 020 8202 1467 www.bebelephant.com

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Lingerie experts, Bravado Designs, are thrilled to welcome the new Scoop Neck Maternity & Nursing Bra, a truly thoughtful and adaptive style, uniquely designed to hold and mould a mother’s changing body. The new bra is sure to become a firm favourite for any new or expectant mum, thanks to its flattering ‘Scoop’ neckline that not only provides an ultra-smooth profile and full coverage, but also promises flawless comfort and support.

Sustainably made with recycled nylon, the luxurious 360° super stretchy fabric hugs and supports a woman’s body and offers a truly adaptable fit. Ideal during pregnancy and nursing, the soft and seamless bra perfectly balances comfort and wire-free support, while the gorgeous, scooped neckline provides full coverage. Thoughtfully created to ensure mum feels confident and supported, the secret sewn-in pads will create a truly smooth profile, making it the perfect option to wear under clothing, while making mum look and feel great.

Available in iconic Black, a striking Sand colour and pretty Chalk Pink, the new design has moulded cups to reduce compression, whilst also offering separation and natural shape.

Promising the most comfortable and supportive fit, the Scoop Neck Maternity & Nursing Bra includes a stretchy bottom band to relieve the growing bump, an extended 6-row hook and eye closures and adjustable strap sliders to tailor the fit for every mum as her body fluctuates.

Not forgetting the famous one-handed Bravado ‘B’ nursing clips and cups that fully drop away for maximum skin-to-skin contact, this is the ultimate bra for breastfeeding mammas, and with an extensive range of sizing from S-XXL, it’s ideal for many women.

Commenting on the new launch, Bravado Designs’ Vice President - Marketing, Jennifer Sparks, shared: ‘It’s always exciting to unveil a new style, but with its 360-stretch material, sustainable credentials and unique moulded cups, the Scoop Neck Maternity and Nursing Bra is a true highlight for the season. We know mums and mums-to-be are going to love the super soft fabric and comforting support that will adapt to their changing bodies. Offered in our new neutral colourways too, and creating a seamless silhouette, it’s a must for new mums this Spring/Summer!’

www.bravadodesigns.com

Bravado Designs | Beautifully engineered. Beautifully worn.

Bravado Designs is an iconic brand founded by two mums that couldn’t find a bra that both fit properly and also made them feel beautiful. This led the brand to specialize in knowing how to technically and thoughtfully design bras for pregnant and nursing women. Never straying from its core offerings in 30 years, it’s safe to say the brand is made up of experts who know how a woman’s body changes and designs the bras to adapt accordingly. Every launch, adaptation and function is one for the core target, who is kept at the center of the brand. The brand has been featured in outlets such as The New York Times, Healthline, People, PopSugar, Forbes and more.

11/07/2024 16:35

BPA notice board If your company is a member of the Baby Products Association and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

Exciting plans for

the future

The Baby Products Association’s AGM and Networking Event took place in central London in June 2024 with a great turn out of over 80 members and non-members.

Enjoying a fresh venue for 2024, the bright and spacious Wellington Hotel in Vincent Square, Marc Hardenberg, Chair of the Association shared exciting plans for the future. He also expressed sincere thanks to former managing director Robert Anslow for his hard work and positive contribution during his 15 years leading the Association.

Marc explained that like many organisations, the Baby Products Association lost members during the covid pandemic with companies looking for ways to cut back costs, but going forward it is more important than ever for baby brands to work together for the good of the industry.

Life without a trade association

www.b-p-a.org 40

Andy Crane of Babystyle, an executive committee member, pointed out that many people take it for granted that the Baby Products Association has been there fighting the industries’ corner for decades and believe it will continue to do so to their benefit whether they are members or not. However, without members, there won’t be the funds to lobby causes that benefit all. For example, it was the Association that lobbied HM Revenue & Customs on behalf of its members for a reduction in VAT for Isofix car seats bases to align with car seats and this was successfully passed in 2001.

The Association has also been campaigning for 14 years to have baby and nursery products removed from the scope of the Furniture and Furnishings (Fire) (Safety) Regulations 1988 (FFFSR).

This hard work is finally paying off and the draft Regulation

circulated for consultation which concluded in October 2023 has nearly all baby and nursery products removed from the scope.

The Association’s technical committee participates in numerous safety committees throughout Europe and makes a significant contribution to safety standards and regulations concerning baby products. Without this representation, British companies could lose their voice.

Sarah Simons of British Baby Box who attended the AGM, reiterated Andy’s view commenting: “The Baby Products Association has supported us from the beginning of our journey. The entire committee has a wealth of experience and knowledge and have supported us on many occasions. The AGM was an amazing event – so if you’re not a member yet, you should be!”

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AGM Restructuring Presentations and rebranding

Marc explained plans, which are already well underway, to shake up the Association giving it a more modern outlook and making it more accessible to the wider industry.

A new management team was announced several months ago consisting of Julie Milne as General Manager, Marc Hardenberg of Majuma as Chair, Phil Howe of Peg Perego as Vice Chair, Rachelle Harel of RH Sales & Marketing as Treasurer, and Christine Scippo of Kaleidoscope Communications heading membership and marketing.

He announced plans to rename the trade association to The Baby Products Industry Association (BPIA) and advised that it is just waiting for confirmation by Companies House and will be announcing the official change imminently. This will be accompanied by a modern new logo, rebranded resources and a fresh new website.

A wealth of interesting presentations followed the AGM including Nick Richardson of The Insights Family who gave an overview of changing generations of parents and their preferred shopping habits; Luke Burns of Cybex who explained the updated R129 Car Seat Regulations; James Birch of SGS who described actions required by all manufacturers in coming months relating to the EU General Product Safety Directive; and Salma Boutarf, Senior Vendor Manager Baby Products of Amazon UK who described how retailers can use the online giant’s services and help combat counterfeit products.

These presentations have been circulated to attendees but are also available for members to download from the website.

Welcome to our newest members Membership open to all

To date, membership of the association has been open only to manufacturers and suppliers of baby products.

Going forward, manufacturers and suppliers including retailers can now become full members of the Association. However, importantly, every member must sign a declaration proving that the products they make or supply all comply with relevant safety standards. A new Associate Member level has also been introduced which is open to industry suppliers such as publications, PR companies, trade shows and service providers.

Marc explains: “It makes sense that any company which specialises in baby products should have the opportunity to join together, benefit from initiatives and promote the industry. We have already developed important partnerships with international trade shows securing generous discounts for members, including Kind + Jugend (Cologne), Kids Time (Poland) and CBME Shanghai and Turkey. More details of these can be found on the website.”

The Association is delighted to welcome the following new members: Vital Innovations (www.vitalbaby.com) Pipetta (www.pipetta.co.uk) Raskelf – Nursery Connections (www. nurseryconnections.co.uk) Solution EU (www.solutioneu.com) Apramo UK Ltd (www.apramo.co.uk)

Associate Members: Nursery Today (www.nurserytoday.co.uk) Targi Kielce - Kids Time (www.targikielce.pl/en/kids-time) CBME Turkiye (www.cbmeturkey.com) Kind + Jugend (www.kindundjugend.com) nursery today

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new!

Sponsored by

The brand that parents trust sales@clippasafe.co.uk

Jive and

Jumparound The Baby Go Round Jive Walker and BGR Jumparound have had a brand new facelift and are now featuring our new story Woodland Walks.

Luxury snoozing The Red Kite Snooze Crib is a luxury crib for newborns to sleep and nap in comfort.

Includes a generously padded mattress for babies’ comfort and is a simple and practical stylish design to use in bedroom, nursery or in a sitting room.

Handy storage shelf included underneath and breathable see through mesh sides give parents full visibility of baby whilst sleeping. sales@redkitebaby.com www.redkitebaby.co.uk

Pushing recycled

fabrics Take to the streets in the brand-new Latte range featuring recycled fabrics.

The Push Me Pace i Latte include delicious and luxurious fabrics and functions. Introducing recycled plastic fabrics to support eco values and innovation.

With a champagne lightweight anodised chassis that sets these models into a class of its own and is supporting the environment at the same time.

Fabrics used on the Push Me Pace sales@redkitebaby.com www.redkitebaby.co.uk 42

Including soft earth colour palette and lots of new characters and designs, this range has already won so many compliments!

The BGR Jive is Red Kite’s popular electronic walker. Suitable from 6 months, the Baby Go Round Jive features a three-height adjustable frame which allows baby to grow with the walker and achieve those allimportant first steps!

Featuring an electronic activity tray that has been designed to engage and entertain little ones with light up sounds and flashing lights. The deep, A well-padded seat unit will give baby all the support and comfort whilst the stop ‘n’ go base ensures that baby can play safely when using the walker.

The Baby Go Round Jumparound Woodland Walks has had both a design and story refresh with new updated toys and activities in the brand new modern play tray. Still with a deep padded seat which rotates 36 degrees for lots of fun whilst learning vital key skills for important development. sales@redkitebaby.com www.redkitebaby.co.uk

Beloved family classic in new design from

BabyBjörn The iconic BabyBjörn Bouncer Balance Soft has been a household favourite among parents and babies for decades.

The beloved classic now comes in a new modern look to fit into contemporary homes.

The new design is crafted from three exceptional materials. Soft and velvety jersey, airy mesh, and a soft and durable woven fabric with a lustrous finish. Together they make the bouncer feel as soft as a loving hug. www.babybjorn.co.uk

nursery today

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

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

CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABY WERELD N O R W A Y B A B Y, H O B B Y & L E K E T Ø Y POLAND BRANŻA DZIECIĘCA S P A I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com