Pramland’s John Barker shares his reflections on recent industry trends, a nostalgic visit to Mamas & Papas, and the ever-evolving retail landscape together with insight into current product battles, shifting consumer behaviour, and challenges posed by online giants like Amazon.
35 Retail Matters
Christy Foster, Managing Director of The Nursery Store, shares her perspective on navigating today’s ever-evolving retail environment.
Bottles & Sterilisers
Bedding & Sleepbags
MadeForMums Tech
Rockit Rocker
Mitch Levene
Nursery Today’s Editor, Penny Franks recently caught up with Mitch Levene to discuss his exciting year and hear his advice for the industry.
editor’s letter
Welcome to the July issue! This month, we shine a spotlight on a range of product categories including Bottles & Sterilisers (page 16), Bedding & Sleep Bags (page 22), and Monitors (page 30).
Inside this issue (over on page 18), you’ll find an exclusive interview with Peggy Juche, Regional Marketing Manager at BIBS, who explains how the brand blends Scandinavian design with medical-grade functionality. From tackling nipple confusion to embracing sustainability, Peggy shares the thoughtful innovations behind BIBS bottles and why today’s discerning parents are paying attention. It’s also been a month of reconnecting with some of the industry’s finest. On page 23, don’t miss our interview with Ruth Rodgers, Sales
Manager at WHL Europe, where we delve into the growing popularity of infant sleep bags. Brands like Purflo are at the forefront, offering safety-first, innovative solutions designed for modern families.
Over on page 30, we take a coffee break with Joel Lucy, CEO & Founder of Jigsaw Brand Consultancy, who works closely with VTech and LeapFrog. He shares valuable insights into the monitors category. Then on page 32, Chris Gnech-Cini of Angelcare reveals how the brand is redefining baby monitoring combining medical-grade movement detection, video reassurance, and intuitive design to meet the needs of today’s tech-savvy yet safety-conscious families.
But that’s not all.
Starting on page 12, Nursery Today catches up with Steve Abse, owner of BabyLoves, as he reflects on his store’s journey, the challenges of going independent, and what sets BabyLoves apart from the crowd.
Continuing the theme of independent retail, turn to page 20 where John Barker of Pramland shares his perspective on recent trends, a nostalgic return to Mamas & Papas, and how the retail landscape is evolving. With insights into product rivalries, changing consumer behaviour, and the pressures of competing with online giants like Amazon, he offers a grounded yet optimistic outlook and reinforces the vital role of independent retailers and personal service.
We also caught up with well-known Mitch Levene on page 7, where he reflects on an exciting year and shares his advice for the industry.
You may have noticed our Cover Star this month: Rockit! The Rockit Rocker launched in November 2017, which quickly landed in major retailers like John Lewis, Argos, and Mamas & Papas, along with more than 130 independent stockists across the UK. Fast forward to 2025, and Rockit now exports to over 40 countries worldwide. You can learn more on page 10.
Although we’re in the height of summer, Harrogate International Nursery Fair in October is just around the corner! As the UK’s only babyproduct-specific trade show, this year’s event promises to be a standout. Retailers and buyers can look forward to a mix of favourite returning brands and exciting new launches. Want a sneak peek? Head to page 36. And if you haven’t booked your stand yet, there’s still limited space available for exhibitors.
Visit www.nurseryfair.com or contact Adrian directly at adrian@nurseryfair.com.
Finally, alongside this issue, you’ll also find our Wheeled Goods Supplement. Once purely practical, wheeled goods are now ‘trophy items’ for today’s parents. Design, branding, and aesthetic appeal matter just as much as safety and manoeuvrability. A stroller is no longer just a means of transport it’s a lifestyle statement, a social media
moment, and often the biggest nursery investment. This evolving category is explored in-depth, with insight from key brands and retailers. We hope you enjoy both this issue and of course the Wheeled Goods Supplement!
Cover Story: Find out more about Rockit’s journey by turning to page 10!
Sophisticated yet oh-so-versatile, this single-to-double pr can stroll up to 20+ modes*, with extra storage so you can tailor it to ever y stage and adventure
Mothercare and Ebebek Mağazacılık A.Ş. sign licensing agreement
Mothercare plc is pleased to announce a new license agreement for Turkey, with Ebebek Mağazacılık A.Ş.
In Turkey, Ebebek has around 280 stores and an online business producing revenues of around £400m, together with 3 stores recently opened in the UK. The new license agreement will give Ebebek the exclusive right to use the Mothercare brand in Turkey on products either designed and sourced by Ebebek or Mothercare for a period of 10 years. It also gives Mothercare the right to re‐brand certain Ebebek own brand products with the Mothercare brand and sell outside of the territories where Ebebek trades.
Paris Saint-Germain Women’s Team Welcome Nuna as New Official Partner
Clive Whiley, Chairman of Mothercare, commented: “Today’s agreement following on from our joint venture with Reliance Industries announced last year is further evidence of the strength, inherent value and global appeal of the Mothercare brand and the value it can add, with businesses that are already market leaders in their territory. We look forward to working together with Ebebek to establish Mothercare as an important part of their business. “We are in discussions with several other parties to further restore critical mass alongside delivering our other core objectives. The underlying business continues to prove its resilience, and the strength of the brand is evident from the interest it generates and the ongoing discussions with other potential strategic partners.”
Neil Montgomery announces departure from Juratoys
Neil Montgomery, commercial director and country manager at Juratoys UK Ltd has announced his departure at Juratoys, and is actively seeking his next leadership role within the Toy industry.
Neil Montgomery has extensive experience in the toy industry and significant experience in the stationery, hobby, and craft sector from his various Director roles at ColArt. In his most recent role as MD / Country Manager / Commercial Director at Juratoys he was responsible for all aspects of the business with full P&L responsibility.
Neil began working at Juratoys after they acquired Alex Brands, which included a number of great brands from Slinky, Alex Toys, Zoob, Backyard Safari to Poof. As part of the senior management team establishing the brands back in the UK market, they had huge success re-launching many much-loved brands and products including the iconic Slinky Dog.
In the last 5 years Neil has shifted focus to developing and growing sales of the Janod and Kaloo brands as Juratoys parted company with Alex Brands. Alongside opening a new UK office and recruiting a new team they gained listings in many of the largest UK retailers including John Lewis, Harrods and JoJo Maman Bebe where the brands saw significant sales growth.
Potential employers and clients can connect with Neil through his LinkedIn profile at https://www.linkedin.com/in/neilmontgomery1/ or via email at neilmontgomery00@gmail.com
Saint-Germain is delighted to welcome Nuna, the premium international baby gear brand, as a new Official Partner of its Women’s team for the next three seasons.
Nuna will create innovative activations around the Paris Saint-Germain environment, and its logo will appear on the Women’s team jersey starting from the 2025–2026 season.
Nuna, known for its sleek design and innovative functionality, shares with Paris Saint-Germain a common pursuit of excellence. Together, the two brands aim to strengthen the connection between sport and families by creating unique experiences centered around the growing passion for Women’s football.
“Paris Saint-Germain embody ambition, innovation, and elegance — all values that perfectly reflect NUNA’s DNA. We are proud to support this team and, through this partnership, to help create meaningful moments for families and fans of the Club.”
Marta Piña Fernández, Head of Marketing, Nuna. www.nunababy.eu
BeSafe hosts International Safety Event in Oslo
Car seat brand BeSafe brought together key voices from across Europe on Thursday 12th June for a landmark event in Oslo, Norway, designed to drive forward the conversation on car seat safety and the importance of Extended Rear Racing (ERF).
Attended by a mix of retailers and influencers from across Europe, the event spotlighted some of the sector’s biggest challenges, from lack of parental consciousness around car seat use to misuse of safety features and the critical need to improve awareness around Extended Rear Facing.
The event was opened by Magnus Hjertø Tollefsen, CEO of HTS BeSafe AS, who emphasised the group’s commitment to Safe Mobility across its three brands –BeSafe, VOKSI and MiniMeis – with the powerful message “Let’s make it safer together.”
Magnus reflected on the importance of collaboration “Having our retail and influencer partners from across Europe together in one room is an invaluable step forward. It allows us to align on our shared mission: to protect children on the roads. Through innovation, education, and strong partnerships, BeSafe is committed to raising awareness and supporting parents to make the safest choices possible.”
Among the UK attendees was Alan Peacock from Little Peas in Fife, who praised the event’s scope and depth:
“The Safety Conference in Oslo was an extremely informative event. BeSafe organised a variety of diverse speakers from every corner of the industry. We learned more from BeSafe itself about current and future products and technologies, as well as gaining insight from organisations like ADAC and VTI on the future of car seat testing and test-impact modelling. Thank you, BeSafe.”
If you would like to get in touch with the UK Sales Team contact support.uk@besafe.com
Driving Industry Innovation
Nursery Today’s Editor, Penny Franks recently caught up with Mitch Levene to discuss his exciting year and hear his advice for the industry.
Having recently had the opportunity to sit down with Mitch Levene, it quickly became clear that his innovative mindset and deep industry insights have made a lasting impact on the nursery sector. Mitch played a pivotal role in promoting co-sleeping, notably through the launch of the original Next2Me crib, which was supported by a national TV campaign produced in London that later aired internationally. He helped make the product widely available in major and independent retailers, educating expectant parents on the bene ts of cosleeping. In doing so, he not only created a multi-million-pound market for this category of baby sleep units but also provided a meaningful solution to improve both infant sleep and parent-child bonding. With his entrepreneurial spirit and well-earned credibility, it’s no surprise that Mitch continues to be sought after by numerous organisations.
“Mitch strongly recommends that all companies join the BPIA: “We are fortunate to have Marc Hardenberg as Chairman, Julie Milne as GM, and amazing contributors like Luke Burns from Cybex, Andy Crane from BabyStyle, and Phil Howe from Peg Perego, who all work tirelessly for the bene t of the sector.”
”This year, Mitch has greatly enjoyed putting his experience and skills to work. A standout example is his collaboration with Scott Blease, founder of Plan A. Together, they are developing new products and supporting established brands. Mitch notes that Plan A excels at alleviating the pressures faced by branded organisations by accelerating product delivery to market. He says, “They do a great job of taking responsibility through inclusive processes that enhance their client’s range, revenue, and pro t.”
Mitch has also been actively advising SMEs, emphasising that even a small investment in expertise can go a long way for a business trying to get o the ground. “For example, gaining broad retail availability or avoiding costly mistakes for years to come. Many have a product or idea, but without a clear business plan or trust from retailers, it’s tough to build credibility in the trade and ultimately with consumers.”
He highlights the importance of engaging with senior industry gures to gain their support and feedback. “The industry is full of talented and generous people who often provide quick, expert insight into new propositions. This kind of feedback can con rm if an SME has something of value, or just as importantly,
redirect them, saving time, resources, and cost. Rejection can be redirection.”
Mitch’s wide industry coverage is supported by guidance from respected professionals. “Within national retail, John Carolan at Boots has been very helpful, as have Debbie Homer-Davis at BabyLady and Gerad Barclay at Oliver’s Babycare for independent stores. Meanwhile, Halil Erdogmus, Global CEO of ebebek, consistently shares valuable insights into new business in the UK.”
Mitch strongly recommends that all companies join the BPIA: “We are fortunate to have Marc Hardenberg as Chairman, Julie Milne as GM, and amazing contributors like Luke Burns from Cybex, Andy Crane from BabyStyle, and Phil Howe from Peg Perego, who all work tirelessly for the bene t of the sector.” He also acknowledges Nursery Today as a key source of industry information and education.
Beyond nursery and toys, Mitch has broadened his horizons. He’s involved in the football world, supporting the growth of a dynamic agency focused on player development and transfers. While he admits to questioning his place in that eld initially commenting “What do I know about this industry?!”, he quickly proved his worth by adding value to complex negotiations between agents, players, and clubs. Clearly, the past year has been one of exploration, growth, and impact. When asked about his key takeaways, Mitch o ered three insights:
• Business can be tough, but it becomes easier with a positive mindset and a decisive approach.
• Use expertise to accelerate success.
• Valuing others is the ultimate success. Deliver results while treating people the way you want to be treated, with ethics and respect.
Happiness for Mitch comes from a healthy life-work balance. His varied work this year has allowed him to travel widely, including trips to South America and Antarctica. Next on the list: Canada and Alaska. It’s also given him time to focus on his favourite pastime - training and instructing in martial arts.
When asked whether he’d return to a corporate leadership role, Mitch shared that several opportunities have come up recently. Still, any return would require alignment with a values-led organisation, an exhilarating brand, and a chance to develop talent within the business. “Who knows? It could happen,” he said with a smile. “Life is forever changing.”
Mitch Levene is an experienced leader having risen through the ranks to executive level at Coca Cola, followed by Red Bull. Mitch transferred into the nursery & toy industries, most notably with 12 years as Managing Director of Chicco.
WonderFold’s L-Series delighted to gain IF Design Award
WonderFold’s newly launched L-Series stroller wagons have been recognised with the prestigious 2025 iF DESIGN AWARD, signalling a bold new direction in the pushchair and stroller wagon category.
Celebrated for its sleek aesthetics and everyday functionality, the L-Series models o er a compelling product for design-conscious, modern families.
Available in two models (the 2-seater L2 and 4–seater L4) the L-Series combines premium features with practical family needs. Key highlights include adjustable and removable seats, a quick-access side door, and a convertible side panel that transforms the wagon into a convenient bench seat, which is deal for family outings or rest breaks.
Safety remains a core priority, with a ve-point harness system, adjustable straps, and swivel/ xed wheels with quick-release functionality delivering a smooth and secure ride across varied terrain. Parents will also appreciate the adjustable handlebar and spacious storage compartments.
Designed for children aged 6-month+, the L2 model accommodates up to 114.3lbs total weight (50lbs per seat), while the larger L4 model supports a total of 214.3lbs (100lbs per bench).
Sales Director Phil Bosher commented: “Winning the iF DESIGN AWARD a rms WonderFold’s commitment to innovation and quality. The L-Series is more than ‘just’ a stroller wagon. It’s an innovation that bridges modern design with real-life parenting needs.”
For trade enquiries, contact: phil.bosher@babycentral.co.uk
Ickle Bubba appoints Wild PR to support growth plans
Ickle Bubba, an omni-channel nursery brand, including travel systems, strollers, car seats, and furniture, has appointed PR and communications specialists Wild PR to support its brand awareness ambitions.
To support the organisation in reaching its YoY growth targets, Wild PR will drive brand awareness and deliver high-quality online visibility through a PR strategy underpinned by SEO insights.
As part of Ickle Bubba’s commitment to supporting families, the brand has recently provided donations and support to the Baby Bank Alliance, and is proud to continue this partnership and looks forward to further supporting the initiative. Wild PR will support the ampli cation of this partnership as part of its PR strategy.
Marketing and Digital Director at Ickle Bubba, Emma Scorah, comments on the appointment: “We’re delighted to announce our partnership with Wild PR. The team’s expertise, backed by SEO insights, aligns perfectly with our vision for the future. We’re con dent that this data-led approach will amplify our marketing e orts, drive meaningful results, and help us reach and build trust among our target audience.”
Katrina Cli e, managing director of Wild PR, adds: “We aim to cement Ickle Bubba’s reputation as a go-to resource for parents and expectant families, o ering value beyond products, and instead, highlighting insight-led stories, expert advice, and topical commentary on parenting and baby trends.
“The team is delighted to have Ickle Bubba on board. We look forward to helping the brand build on its ongoing success and working together to achieve its goals.”
Entries open for 2025 Independent Toy Awards
The 18th Independent Toy Awards are open for entries, and toy suppliers are invited to submit their standout products in what are regarded as the most trusted and retail-driven awards in the industry.
Unlike other awards, the Independent Toy Awards are decided by those who know toys best –hundreds of independent toy retailers. Entrants can submit their hero products to the usual 25 diverse categories that range from wooden to electronic to dolls. For the rst time, companies can also showcase their kidult products in a dedicated new category to re ect its growing importance.
Once entries close, voting begins, and the independent retail community decides which products they believe are most likely to resonate with the toybuying public. Gold, silver and bronze medals are up for grabs in each category, plus a commendation medal for any product that secures over 10% of the votes but narrowly misses out on a top spot.
Toy Shop UK editor, Michael Hawkins, said: “Retailers are the beating heart of the toy industry, and their insight is invaluable. These awards celebrate the products they believe deserve the spotlight – not based on hype, but on performance, quality and genuine customer appeal.”
Categories – advent calendar, baby, children’s gifts, collectable, creative, construction, dolls, eco, educational, electronic, game (action), game (board), game (card), game (educational), game (electronic), jigsaws & puzzles, licensed, music, novelty, outdoor, pocket money, pre-school, rc, ride-on, role play, soft, special needs, stem, vehicles, wooden.
Entries close on 6 August and the winners will be announced on 20 August. Find out more and download an entry form.
www.toyshopuk.co.uk/ita/
True Crime: The 2025 baby name trend nobody saw coming!
Parents are turning to cult documentaries and chilling podcasts for baby name inspo, and they might not even realise it. With true crime content dominating streaming charts and podcast playlists, it’s more popular than ever – and its in uence may be spreading further than we think. Could your favourite Net ix docuseries or true crime drama be inspiring your baby’s name shortlist? From unsettling podcast binges to cult crime documentaries, BabyCentre UK , announcing its Top 100 Baby Names of 2025, reveals a surprising new in uence on modern baby naming with a darker trend creeping into this year’s Top 100 baby names.
Names linked to infamous criminal cases, true crime celebrities, and viral scandals are trending, and many parents might not even realise their origins. But it’s not all doom and gloom. Alongside this, we’re also seeing a rise in classic, celestial, and high-society-inspired names, which are also emerging this year, o ering a softer, more traditional counterbalance. BabyCentre UK’s Baby Naming Expert, and author, SJ Strum, explains: “These names aren’t being chosen because of crime. More often, parents are unconsciously absorbing popular culture, and these names creep in to our minds via gripping TV, podcasts and viral content. It’s a fascinating lens on how culture shapes language, and by extension, baby names.” True Crime-inspired names in BabyCentre’s top 100 baby names making headlines (and head counts) in 2025 are:
Anna – The “Fake Heiress” Anna Delvey
Arthur – Arthur Lee Allen, Zodiac Killer suspect
Bella – Inspired by Belle Gibson, wellness scammer
Erin – Erin Patterson, dubbed “The Mushroom Cook”
Freddie & Rose – The story of Fred and Rose West
Joseph – A nod to ‘Joe Exotic’, Tiger King
Luca – From the viral doc Don’t F** with Cats*
Teddy – A surprisingly soft spin on serial killer Ted Bundy
Ruby – From viral doc ‘Devil in the Family’, Ruby Franke
Ronnie & Reggie – The Kray twins www.babycentre.co.uk
Share the journey
Meet your new superpower, the TRVL dubl. This side-by-side double pushchair becomes your lifeline, easily integrating into the multiplying demands of your day. It glides through doorways, navigates narrow spaces, and brings your two little explorers closer together for the journey. For
A Lightbulb Moment
A sleepless night and a spark of inspiration led to the creation of Rockit, a company that’s been helping tired parents around the world for a decade. From humble shed-built beginnings to royal recognition, Rockit continues to be one of the leaders in innovative baby sleep technology.
A lightbulb moment from a sleep-deprived dad and a shed-built prototype sparked the beginning of Rockit’s journey. Ten years later, the company continues to innovate with its groundbreaking sleep technology.
How It All Started
Back in 2015, Rockit co-founder Dr. Nick Webb’s daughter Abby refused to sleep in her pram unless it was being wheeled. One desperate night, Nick dismantled an old printer, salvaged the motor, and soldered together a circuit. He attached the resulting prototype to Abby’s pram and to his amazement, she stayed asleep even while stationary.
Realising that many parents faced the same challenge, Nick teamed up with cofounder Matt Dyson to develop and re ne the product. Within a year, the prototype became Rockit - a rocket-shaped, portable baby rocker.
Visiting Buckingham Palace was one of our proudest moments. We were one of only seven UK companies to win two Queen’s Awards in 2022, for international trade and innovation. “ ”
They entered the Baby Product Association’s Innovation Award and were named finalists, earning a stand at the Harrogate show in 2016. Matt Dyson recalls: “We didn’t really know what to expect, we’d never been to a trade show, let alone launched a product. We thought we might see a trickle of visitors, but news spread quickly about this innovative product in Hall 4. Our stand was soon inundated with buyers from major and independent retailers.”
The Rockit Rocker hit retailers in November 2017. Within months, it was stocked by John Lewis, Argos, and Mamas & Papas, along with over 130 independent retailers nationwide. Fast forward to 2025, and Rockit exports to more than 40 countries worldwide.
Meeting the King and Hollywood Royalty Rockit has earned numerous accolades, including Gold for “Best Tech Product” at the Made for Mums Tech Awards and the prestigious Good Housekeeping Institute Approved endorsement. In 2024, it was named International Business of the Year at the Lloyds Bank Business Excellence Awards. In 2022, the team was invited to Buckingham Palace after winning two Queen’s Awards for Enterprise. Nick Webb recalls, “Visiting Buckingham Palace was one of our proudest moments. We were one of only seven UK companies to win two Queen’s Awards in 2022, for international trade and innovation. We even managed to hand the Prince of Wales (now King Charles III) a vibrating Rockit! His security looked nervous, but he smiled and congratulated us on solving a real parenting problem.”
Rockit has been widely featured in the press,
“ ”
The Rockit Rocker hit retailers in November 2017. Within months, it was stocked by John Lewis, Argos, and Mamas & Papas, along with over 130 independent retailers nationwide. Fast forward to 2025, and Rockit exports to more than 40 countries worldwide.
Launched Rockit
including The Times, T3 Magazine, MoneyWeek, and Vogue. They’ve also appeared on the BBC News Channel, This Morning, and Channel 4’s Buy It Now!
Matt Dyson re ects on one surreal moment: “We were rehearsing all day for the Channel 4 show and, as we were ushered through the studio corridors, three men stopped us to ask why we were dressed as astronauts. We were too focused to explain. Turns out they were Tom Cruise, Henry Cavill, and Simon Pegg, waiting for The Graham Norton Show! We didn’t recognise them and still kick ourselves to this day!”
The Importance of Innovation
In a competitive nursery market, innovation is key to standing out. At Rockit, it’s the heartbeat of their product development. Their second product, Zed, is an astronaut-shaped sleep aid with patented vibration tech that mimics the soothing motion of a car. It gently ripples vibrations through a mattress to encourage deep sleep.
More recently, they launched Wooshh, a compact but powerful sound soother. At just 6cm tall, it o ers eight calming sounds, four volume levels, and USB charging making it perfect for travel. It even features an authentic NASA space sound, used with permission.
Matt Dyson concludes: “We’re incredibly proud of what we’ve achieved in the last ten years. From a simple prototype to an internationally recognised brand, we remain committed to helping babies—and their exhausted parents—get better sleep.”
Where Baby Dreams Begin
Four years after opening its doors in Wilmslow, BabyLoves has grown into a destination for expectant parents seeking premium brands, personalised service, and a uniquely warm welcome. Owner Steve Abse re ects on the store’s journey, the challenges of going independent, and what sets BabyLoves apart from the crowd.
Looking back to when BabyLoves rst opened its doors four years ago, what inspired you to start the business and why Wilmslow?
After working in the baby industry for over 20 years with Mothercare and Mamas & Papas, it was always going to be a baby business for me. It’s my passion, it’s what I love. When thinking about where to open, Wilmslow stood out. It’s such a beautiful area, yet surprisingly lacked a premium baby store. I saw a real gap and wanted to bring something special here o ering top brands, excellent service, and a boutique shopping experience that matched the local vibe.
Since launching, how has the business grown? Are there any standout milestones?
Since opening in 2021, we’ve expanded by introducing new brands and exclusive products that you won’t nd on the high street. We’ve curated a carefully selected range, and year on year, we’ve grown both in size and reputation. But for me, the biggest
milestone is the relationships we’ve built with our customers. It’s amazing to see people return as their children grow - from prams to car seats, highchairs, and more. Now, people are travelling to us not just from Cheshire, but from Birmingham, North Wales, and even the Lake District. They come for the BabyLoves experience.
What have been the biggest challenges you’ve faced and how have you overcome them?
One of the biggest challenges was simply getting the word out, letting people know who we are and what we do di erently. We’ve worked really hard on social media, and word of mouth from our customers has been incredible. Finding the right people to join the team has also been tough, but I’ve been so lucky. Everyone who works at BabyLoves is committed to going the extra mile. They’re passionate about service, and that’s hard to nd.
What was it like moving from the corporate world to running your
own business?
There’s de nitely a learning curve, suddenly everything falls on you! Paperwork, decision-making, sta ng - there’s no one else to turn to. But it’s also hugely rewarding. You get to decide what’s right for the business, and that freedom is priceless. Yes, it can be scary, but it’s also incredibly exciting.
What achievements are you most proud of?
ready for their new arrival. For me, that never gets old. We’ve even built relationships with some famous faces - being in Wilmslow, we’ve had a few well-known footballers visit the store!
You stock a curated range of nursery brands. How do you choose which ones to bring in?
We’re very selective. We focus on quality and only stock the best premium brands. Our range is edited intentionally, so customers don’t feel
Since opening in 2021, we’ve expanded by introducing new brands and exclusive products that you won’t find on the high street. We’ve curated a carefully selected range, and year on year, we’ve grown both in size and reputation.
Honestly, it’s the service we o er. We get to be a small part of such a special journey for our customers. Seeing parents-to-be light up when they pick up their pram and helping them feel
overwhelmed. We want them to know that what they buy from us is among the best in its category. Our supplier relationships are really strong. They trust us to showcase their products in
a premium environment, and in return, we get support through new fixtures, fittings, and exclusive updates, for example like the Cybex global refit that will be happening next week.
Do suppliers support you adequately in terms of marketing and training?
Yes, our suppliers are great partners. We work closely on social media marketing, and they provide us with brilliant content which we combine with our own. In a small business, close collaboration is vital. They know we love their brands, and we work hard to represent them the way they expect.
What are your key strategies to drive footfall and awareness?
Social media is absolutely key. We still meet people nearby who say they didn’t know we were here! We’re constantly working to change that. Our transactional website has helped, and a lot of awareness comes through word of mouth, especially in local mum groups. Our standout service sets us apart, like our complimentary “build, steam and reveal” service, the only one of its kind in the UK.
Are there particular product categories that consistently perform well?
Pushchairs are the core starting point, they’re often the first big purchase. But we offer everything across sleep, feed, travel, and bath categories. We’ve created a Baby Checklist that simplifies the shopping journey. It’s been hugely popular and helps parents feel confident they have everything they need.
Have you noticed a shift in customer behaviour due to the economic climate?
Yes, everyone is more value-conscious.
“
We’ve worked really hard on social media, and word of mouth from our customers has been incredible. Finding the right people to join the team has also been tough, but I’ve been so lucky. Everyone who works at BabyLoves is committed to going the extra mile.
”
But value doesn’t mean the cheapest, it means the best quality at a fair price. That’s what we offer: competitive pricing with premium service. Customers want products they can trust, and we provide that reassurance. Do you find product demonstrations help customers make informed choices?
Absolutely. Some customers come in well-researched; others feel overwhelmed. That’s where we come
in - to guide, not push. Demonstrations often change people’s minds once they feel the product and test it themselves. Especially with prams, something they’ll use every day for years and it’s vital that it feels right. Your wife Sarah is joining the business. How will that impact BabyLoves?
Sarah’s just joined after 17 years at Mamas & Papas, where we actually met! She’ll be focusing on marketing and growing the business through social media. She brings a wealth of experience and a fantastic skill set. It’ll be fun working together, though I’m sure she’ll be telling me what to do, just like at home!
How do you stay ahead of trends in such a fast-moving industry? We partner with brands that are constantly innovating. One of the latest products our customers love is the Brea milk machine, a kind of baby bottle cappuccino machine that delivers formula at the perfect temperature in 30 seconds. Travel prams are also evolving, more compact, cabin-friendly models are
Demonstrations often change people’s minds once they feel the product and test it themselves.
“ ”
Especially with prams, something they’ll use every day for years and it’s vital that it feels right.
hugely popular. Because we stock only the best, we’re always at the forefront of new releases.
Any exciting updates or new brands on the horizon?
We’ve just brought iCandy into the store, a very popular pushchair brand. We’re also in talks with another exciting brand, but I can’t reveal it just yet. We’ve reached a point where we can be really
selective. We have most of the best brands now, and our priority is making sure they align with our promise: best brands, best prices, best service.
We’re incredibly proud of our nearly 200 ve-star Google reviews. We’re not just handing over a box, we’re creating memorable moments. It’s like buying a new car but better, as I often tell the dads!
What’s closest to baby counts most
Parents are asking better questions about what their baby sleeps on - and what’s inside the mattress is only part of the story. The surface matters too.
At Prestige Sleep, every mattress begins with a natural cotton cover - soft, chemical-free and breathable by design. It’s a detail that helps regulate temperature, reduce sweating and support safer sleep. For parents, it means peace of mind. For retailers, it means a story worth telling.
Beneath the cover, high quality materials are carefully selected for their ability to encourage air ow and wick away moisturefrom ventilated cores to temperature-regulating layers. And for those seeking a more conscious choice, Prestige’s organic range o ers certi ed organic cotton and responsibly sourced bres, without compromising on comfort or safety.
Every mattress is hand-assembled in Kent using 99% UKsourced materials. As the only UK nursery mattress manufacturer with Made in Britain certi cation, Prestige o ers transparency retailers can stand behind — and the quality and sleep solutions parents can trust.
www.prestigesleep.co.uk
Feeding fuss-free
Designed for comfort, closeness, and natural feeding—trusted by parents, loved by babies.
Bottlesup!
Feeding bottles and sterilisers have transformed from basic baby products into must-have innovations for today’s nursery shelves.
With bottles and sterilisers an essential parenting tool, parents now expect BPA-free materials as standard, while glass bottles are also gaining traction for their eco-credentials and clean feel. Advanced teats designed to mimic the breast help reduce nipple confusion, which is a game-changer for combination feeding.
Bottle technology has also stepped up, with anti-colic valves, heat-sensitive indicators, and ergonomic designs adding both comfort and con dence for parents.
On the hygiene front, UV sterilisation is rede ning convenience. These sleek, compact units use ultraviolet light to kill 99.9% of bacteria without the use of steam, chemicals, or mess. Many also o er built-in drying and storage, turning a daily chore into a fast, fuss-free process.
For nursery retailers, this category can be a goldmine for repeat purchases.
Renowned for its award-winning paci ers, BIBS brings the same dedication to its baby bottle range, developed to support breastfeeding and reduce feeding fuss. With a soft, breast-shaped nipple that encourages a natural latch and an anti-colic valve to reduce air intake, the BIBS baby bottle is ideal for parents looking to combine bottle- and breast-feeding. The ergonomic design, premium quality, and wide neck make it easy to clean and handle, while the bottles come in signature Scandinavian colours that appeal to style-conscious parents. Available in glass or lightweight polypropylene, natural rubber latex or silicone teats in di erent ow rates, the BIBS bottles are BPA-free and made in Europe. From newborn essentials to gift sets, the BIBS range o ers stylish, safe, and functional feeding solutions that cater to both babies’ needs and parents’ aesthetics. uktrade@bibsworld.com www.bibsworld.com
Perfect mix
RapidHot delivers instant, ltered, boiling water to your exact feed size – no waiting, guesswork or hassle.
RapidCool cools formula milk from boiling to the perfect temperature in two minutes* conforming to NHS guidelines.
For parents wondering how to sterilise their RapidCool, RapidSterilise ts directly onto it and uses UV light to zap 99.9% of bacteria in one minute – no water or harsh chemicals, just e ortless sterilisation.
*Time varies between 2–5 minutes, depending on feed size. uk.nuby.com
Germ busting
Faster and more energy-efficient than ever, the new advanced pro UV steriliser & dryer provides powerful, chemical-free sterilisation in record time.
Available in new colourways and featuring more germ-busting UV LED’s, it delivers a super-fast sterilisation time of 5 minutes, and a combined sterilise & dry time of just 22 minutes. With no need for water, chemicals, or heat, these sterilisers offer a hassle-free, safe, and effective solution to sterilising – it’s at the heart of what Vital Baby do. www.vitalbaby.co.uk
Large capacity
With its large capacity, the Dr. Brown’s Clean Steam Bottle Steriliser and Dryer can sterilise and dry up to six baby bottles at once.
Suitable for up to six bottles, the Dr. Brown’s Clean Steam Bottle Steriliser can also accommodate breast pump parts, soothers, and teethers, eliminating 99.9% of bacteria, mould, and the yeast that causes thrush. This also helps, save energy by reducing the need for multiple sterilising cycles. Contents remain sterilised for up to 24-hours if the lid is left unopened after the cycle finishes, so parents can safely store bottles and accessories inside without risk of contamination. The easy-to-use interface makes operation simple. Just switch it on, select your preferred setting, and let the machine handle the rest.
For further information contact Phil Bosher, Sales Director on the below. phil.bosher@babycentral.co.uk
Your Family, Your Bottle
No two families are the same, so why should their bottles be?
Best for baby
In this interview, Peggy Juche, Regional Marketing Manager at BIBS, reveals how the brand seamlessly blends Scandinavian design with medical-grade functionality. From nipple confusion to sustainability, she unpacks the thoughtful innovations behind BIBS bottles and why today’s discerning parents are taking notice.
Can you walk us through the materials used in BIBS bottles and how those choices re ect your brand values around safety, sustainability, and baby wellness?
At BIBS, every material decision we make starts with one guiding principle: what is best for the baby. Our bottles are made from high-quality, medical-grade materials, free from BPA, PVC, and phthalates. The bottle itself is crafted from lightweight borosilicate glass or polypropylene (PP), both of which are temperature- and chemical-resistant.
We also take pride in o ering natural rubber latex teats that mimic the softness and elasticity of a mother’s breast as well as silicone, supporting our holistic view of infant wellness. Sustainability plays a critical role too: our modular design allows parents to replace individual components, reducing waste and extending product life. These choices re ect our broader brand ethos, premium baby essentials that are both safe and sustainable by design.
We know modern parents are more researchdriven than ever, is bottle-feeding a category where you’re seeing deeper consideration before purchase, and how does BIBS respond to that demand for transparency and education?
Absolutely, we see a sharp increase in conscious consumerism among modern parents. They’re not just buying a bottle, they’re investigating materials, latch mechanics, and long-term impact. To support this demand for transparency, BIBS provides comprehensive, evidence-informed education across our channels. This includes teat ow guides, breastfeeding combination tips, and how-to content for sterilisation and assembly. We’ve also recently expanded our midwife partnerships to co-create educational resources and o er expert insights directly to parents, whether through digital touchpoints or in-retail activations. We want parents to feel con dent not only in the product, but in their feeding journey as a whole.
How does BIBS tackle nipple confusion in your bottle designs, particularly for parents who want
to combine breastfeeding and bottle-feeding without disruption?
Nipple confusion is a very real concern for breastfeeding parents, and we’ve addressed this head-on with our Teat Shape, speci cally designed to mimic the breast in shape, feel, and ow. Its round form encourages the same sucking technique a baby uses when breastfeeding.
“We
see a sharp increase in conscious consumerism among modern parents. They’re not just buying a bottle, they’re investigating materials, latch mechanics, and long-term impact.
”We also o er multiple nipple ow levels to help parents pace feeds in a way that supports breastfeeding rhythms. The result is a bottle that works with breastfeeding, not against it, allowing for exible routines without compromising feeding continuity.
What are some of the key product innovations in the BIBS bottle range that you believe are truly game-changing for both parents and babies?
Several features set our bottle range apart. First, our anticolic valve system, integrated directly into the nipple, ensures smooth milk ow and reduces air intake, critical for digestive comfort.
Second, our interchangeable component system allows parents to customise their bottle setup across sizes and stages, making it not only more sustainable but also more economical.
Finally, the minimalist, aesthetically re ned design, rooted in our Danish heritage, helps the product feel like a natural, stylish part of everyday life, rather than a clunky medical device.
Can you share some of the most frequent concerns or questions you hear from parents when it comes to bottle choice and how you’ve responded in your product development?
Parents often ask: Will this bottle work with
breastfeeding? Will it cause gas? Can I sterilise it easily?
We’ve addressed these questions directly in both our design and communications. For example:
Our anti-colic valves and soft teats speak to concerns about gas and nipple confusion.
All parts are dishwasher and steriliser safe, supporting hygiene with minimal fuss.
Clear product guides help parents select the right nipple ow to match baby’s developmental stage.
We also maintain a direct dialogue with our customer community, using that feedback to re ne products in real-time.
How do you balance the visual and emotional appeal of your Scandinavian design with the clinical functionality parents expect in feeding products?
Scandinavian design is about more than just aesthetics, it’s about purpose-driven form. Every curve and material choice in a BIBS bottle re ects that dual priority: it must be beautiful, but it must also perform. This means Ergonomic shapes for both baby and parent grip, Harmonious colour palettes that work in both modern and traditional nurseries, and Discreet but essential technical features, like our venting system, that don’t compromise the clean design. We see beauty and function as co-pilots, not competitors.
For nursery retailers, what are the commercial and brand alignment bene ts of stocking BIBS bottles, especially when competing with legacy or massmarket brands?
Retailers bene t from the strong emotional pull of the BIBS brand. Our products consistently perform well across gift registries, boutique retail, and concept stores because they o er Premium shelf appeal thanks to stylish packaging and colourways., Loyal consumer followership, particularly among design-led and rst-time parents as well as High repeat purchase potential through modular accessories and replacement parts. In a space often dominated by mass-market o erings, BIBS gives retailers the ability to stand for something more curated, aspirational, and wellnessfocused, backed by growing brand equity and global recognition.
Barking Mad
In this candid and heartfelt column, this month Pramland’s John Barker shares his re ections on recent industry trends, a nostalgic visit to Mamas & Papas, and the ever-evolving retail landscape. With insight into current product battles, shifting consumer behaviour, and challenges posed by online giants like Amazon, John o ers a grounded yet optimistic view of the baby product sector, all while reinforcing the vital importance of independent retailers and personal service.
Another month has passed, and I’m sat on another train heading back over the Pennines to Manchester to visit Mamas & Papas. It’s a visit I’ve been looking forward to for some time, and I’m hoping for a couple of things. Firstly, I’ve got my ngers crossed that it’s as good an event as last year’s, where the truly brilliant Vardo was revealed. Secondly, I’ve got everything else crossed that I get to see the longawaited follow-up to the Ocarro (aka “the old girl”). By the time you’re reading this, I’m sure I’ll have the answer to both of these wishes.
I’m sat here on the train watching the gorgeous East Yorkshire countryside whizz past the window, trying to guess how many Ocarros we’ve sold during its long lifespan. The number eludes me, but I’m guessing the simple answer is: lots! I remember in its heyday selling four or ve by lunchtime on a Saturday and I sincerely hope that whatever M&P have up their sleeves will see a return
to those times. The Ocarro launched a thousand one-piece folding strollers; we’re not ready to say goodbye to it yet!
Back in the store, the competition is hotting up between two big guns. With the very recent launch of the Silver Cross Cove, I’ve been keeping a very close eye on the numbers compared to the Upline 2. When Venicci released the Upline 2 earlier this year, we saw our most successful new product launch ever and genuinely, I cannot call it between these two fabulously popular products. We’ve only had the Cove for a week so far, and the numbers are VERY close, but I need to give it four weeks before declaring an overall winner. Honestly, I kind of want it to be a draw as I love both products.
Having spoken to a number of reps, it appears that May was a very successful month for the majority of stores, which is very encouraging. May
“ ”
Back in the store, the competition is hotting up between two big guns. With the very recent launch of the Silver Cross Cove, I’ve been keeping a very close eye on the numbers compared to the Upline 2. When Venicci released the Upline 2 earlier this year, we saw our most successful new product launch ever and genuinely, I cannot call it between these two fabulously popular products.
was a strong month for us too, but we have noticed a trend forming over the course of the year: customers are de nitely ordering later than they used to and laying down smaller deposits than ever before.
However, this seems to be the least of our worries, thanks to Amazon. Their
new Baby Wishlist discount (at least I think it’s new and thanks, Sue, for bringing it to my attention) seems to be another kick in the teeth for us hard-working retailers. With the chance to get 15% o “selected” brands up to a value of £300, I’m disturbed to see brands supporting this, some brazen
enough to display banners on the landing page for the scheme.
I’ve said it before, and I’ll say it again - the only winner here is the consumer, as we race to give them more and more for less and less. I sincerely hope that brands supporting this approach are prepared to lose shopfloor space and exposure for their products. Why do you all keep forgetting that you need us more than we need you? I could lose any of my brands and the business would continue - we’d simply sell the customer something else. Customers come to us for help and advice, and whether we choose to advise them for or against your products is down to us. If we don’t have it, fear not, when the customer leaves, they won’t want it.
I understand why a brand would choose to sell direct. Why wouldn’t you? The margin they’ll make is amazing. But the bigger picture needs to be looked at. By all means, join in the fun on Amazon but I beg you, please ensure you only allow them to offer this discount on selected products. Better still, offer it on a range that is exclusive to them. Please do not damage the industry any more than it has been already. Sadly, it’s hard to see what is included and what’s excluded,
and in order to access this information, you need to jump through some serious hoops. Fingers crossed the complexity of the scheme may deter some consumers from using it.
reaping the rewards. Parents-to-be in our area are really responding to the marketing we are running.
Focusing on us as the most important aspect of our business is
to be relevant with parents-to-be on your doorstep. You are the most important brand you stock. Never forget this.
In line with my New Year’s resolution for 2025, I’m trying to remain positive and so far this year, I have to admit, on a business level at least, this has been paying off. Our social media continues to highlight us as a business and the benefits of visiting and shopping with us over the alternatives - and we are reaping the rewards. Parents-to-be in our area are really responding to the marketing we are running.
“ ”
In line with my New Year’s resolution for 2025, I’m trying to remain positive and so far this year, I have to admit, on a business level at least, this has been paying off. Our social media continues to highlight us as a business and the benefits of visiting and shopping with us over the alternatives - and we are
hugely important to me. After all, we all sell this brand and that brand, customers can buy what we sell anywhere… we need to convince them to buy it from us. Off the back of this, footfall is increasing and so are orders. Reputation and awareness are key to ensuring your store continues
Despite an increase in the number of orders, we’ve also seen an increase in our average customer spend with Mr. and Mrs. Average now spending £1,274 on their new travel system bundle. It feels like consumers are finally getting used to the current cost of everything and are getting back to normal. In reality, we’re finding that parents-to-be have simply delayed it to the point where they must act and finally order.
I’m also pleased to say that we are finally seeing an increase in furniture sales again. Furniture always accounted for a good portion of our business, so it’s been both worrying and sad to see its decline over the past 12 to 18 months. Luckily, travel system sales increased and filled the gap so now that furniture is once again selling well, it’s all systems go.
Finally, I’d like to say a big thank you to everyone from across the industry who has taken the time to message me with their condolences after my mum passed away. It means the world that you all care, and I am truly humbled by your kind messages.
Safe to sleep
As sleep-deprived parents know, the quest for the perfect night’s rest starts with the right baby bedding. Swaddles, sleep bags, and crib sets aren’t just adorable nursery additions, they’re crucial comfort tools. Today’s parents are savvier than ever, weighing safety standards, softness, breathability, and increasingly sustainability before making a purchase.
With a growing shift toward natural parenting, eco credentials matter. Organic cotton, OEKO-TEX certi cation, and bamboo blends are high on many parent’s checklist. With the next generation of new parents we are seeing a shift moving away from synthetic fabrics for greener options that promise comfort without compromise. Brands embracing transparency and sustainable sourcing are winning hearts, and notably market share.
Trends show a tilt toward multifunctionality: sleep bags that adjust with baby’s growth, swaddles that double as stroller blankets, and gender-neutral palettes that blend aesthetics with practicality. Safety is non-negotiable, with parents prioritising features like TOG ratings and secure fastenings that meet sleep guidelines.
For nursery retailers, this category o ers real growth potential. High repeat purchase rates, superb gifting solutions, and emotional buying behaviour can make bedding a basket booster. Those who stock eco-conscious, design-led, and safety- rst sleep solutions are wellpositioned to turn tired shoppers into loyal customers.
Sleep, Simplified
Pur o’s award-winning Sleep Bag range is designed by sleep experts to make safe sleep simple, supporting little ones from birth through their rst year.
The Swaddle to Sleep Bag (0–4 months) makes swaddling gentle and easy with popper opening arms, helping babies feel secure and settled. The Cuddle to Sleep Bag (3–12 months) grows with them, supporting over nine months of development in one smart design.
Available in 0.5 Tog for warmer nights and 2.5 Tog with DuPont Sorona lling for cosy comfort. Every bag o ers safe, breathable sleep—and peace of mind for parents. www.pur o.com
Hip healthy
The Love to Dream Swaddle Up is designed to help babies sleep longer and more peacefully. The unique Arms Up design lets babies self-soothe naturally, while the snug t around the arms and waist reduces the startle re ex and promotes a sense of security.
With a hip-healthy shape, it allows safe movement and supports proper development. Unlike traditional swaddles, it encourages a more natural, womb-like position for better rest. In a customer survey, 83% of parents reported longer sleep times – an increase from 3 hours 45 minutes to 7 hours 25 minutes – after switching to the Swaddle Up. www.lovetodream.co.uk
Sleep bags redefining infant safety
Nursery Today sat down with Ruth Rodgers, WHL Europe’s Sales Manager, to explore the rise of infant sleep bags and how brands like Pur o are one of brands leading the way with innovative, safety- rst solutions for modern families.
Infant sleep bags have become increasingly popular with modern parents. What do you believe has driven this shift away from traditional blankets toward this safer sleep solution?
Modern parents are increasingly aware of safe sleep guidance, and sleep bags provide a secure, consistent alternative to loose blankets. They reduce the risk of overheating or su ocation, stay in place all night, and support healthy sleep routines. Sleep bags also o er practical bene ts, like easier nighttime changes, making them a trusted solution for families seeking comfort, convenience, and peace of mind.
From your perspective, have we seen signi cant growth in the infant sleep bag category over recent years, and what factors are fueling this momentum in the nursery market?
Yes, the sleep bag category has grown steadily, driven by increased safety awareness, evolving parenting habits, and the demand for multifunctional products. Sleep bags are now considered nursery essentials, o ering comfort and seasonal exibility. With style, practicality, and safety all in one, more parents are choosing sleep bags early on and continuing to repurchase as their baby grows helping fuel continued market momentum.
Many new parents cite anxiety around infant sleep safety. Do you think products like sleep bags are helping to ease those concerns, and if so, how? Absolutely. Sleep safety is one of the biggest sources of anxiety for new parents. Sleep bags, when properly designed, can help ease that anxiety by o ering a
consistent, secure, and breathable sleep environment. At Pur o, we’ve seen rst-hand how reassuring it is for parents to know their baby is safely tucked into a product that’s been engineered with both science and comfort in mind. When combined with clear guidance around TOG ratings and room temperature, sleep bags become a vital tool in supporting safe and con dent parenting.
“The sleep bag category has grown steadily, driven by increased safety awareness, evolving parenting habits, and the demand for multifunctional products. Sleep bags are now considered nursery essentials, o ering comfort and seasonal exibility.
”Can you tell us more about Pur o’s approach to designing sleep bags? What sets them apart in terms of innovation, safety, or comfort?
At Pur o, we design with real parenting needs in mind - comfort, simplicity, and safety. Our range supports babies from birth, with the Swaddle to Sleep Bag (0–4 months), through to 12 months with the Cuddle to Sleep Bag (3–12 months). Each bag is made to safe sleep guidelines and features breathable panels, hypoallergenic fabrics, and two-way zips for easy night changes. Adjustable poppers allow the bag to grow with baby, o ering lasting comfort and a truly multifunctional design.
What are some key features or materials in Pur o sleep bags that particularly resonate with safety-conscious or eco-conscious parents today?
Today’s parents expect both safety and sustainability. That’s why Pur o sleep bags include breathable mesh for air ow, concealed zips for added security, and soft, Oeko-Tex 100 certi ed fabrics that are gentle on sensitive skin. Our all-season 2.5 TOG bags are lled with DuPont Sorona, a partially plant-based, hypoallergenic bre that’s warm, lightweight, breathable, and better for the planet. These thoughtful choices resonate with eco-conscious families who won’t compromise on comfort, quality, or care.
For nursery retailers looking to expand their product o erings, how can stocking infant sleep bags - especially from trusted brands like Pur o - add value to their business and meet evolving customer needs?
For retailers, sleep bags o er year-round relevance, seasonal refresh opportunities, and a strong conversion point for new parents building a safe sleep setup. Stocking trusted brands like Pur o means o ering more than just a product it’s about delivering con dence, education, and a safer sleep solution backed by years of research. With our expanding range, modern designs, and proven safety credentials, Pur o sleep bags help retailers meet the expectations of today’s conscious consumer while driving sales through trust and reputation.
Tutti Bambini expands on bedding & accessories
Hot on the heels of their new rebrand, Tutti Bambini is expanding with a fresh collection of nursery bedding and accessories launching this A/W25.
At Tutti Bambini, it’s the little things that matter - the softness of a blanket, the comfort of a toy, the nishing touches that turn a nursery into something more. That’s why this new collection is full of thoughtful details, tactile textures, and timeless designs made to bring comfort and character to every corner of family life.
For early access, reach out to sales@tuttibambini.co.uk or keep an eye out for what’s to come.
Because every little dream deserves a beautiful place to begin. www.tuttibambini.com
Beautiful organic cotton
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.
Little Green Sheep prides itself on o ering 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 o ered 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 o er a breathable soft layer ideal for your baby’s delicate skin and a natural safe sleep environment away from harmful chemicals.
Snüz, the iconic sleep brand behind the bestselling SnüzPod bedside crib, has recently unveiled its brand-new collection of must-have bedding and sleeping bags for little ones.
With refreshed designs and refined patterns, offering playful prints in a stylish way, the new colour palette has been inspired by nursery design and apparel trends, created to perfectly complement the Snüz furniture range.
Crafted from super soft, 100% cotton, the new bedding collection is available in sizes from Moses basket and pram to cot bed, crib, and junior bed. The range is made to last, remaining light and breathable to help control little one’s body temperature.
The award-winning SnüzPouch sleeping bag is designed to make nighttime changes quick and easy, with minimal disturbance for baby. Now available in three sizes and striking new colours and designs.
TEL: 01789734022
trade@greensheepgroup.com www.snuz.co.uk
Folk & Thread launches into Retail
Folk & Thread was born from a shared passion for safe sleep and a commitment to making a difference.
Award-winning baby sleep brand Folk & Thread is making headlines with major industry recognition and its recent launch into UK retail.
Co-founder Ouvrielle received the inaugural Golden Rattle Award at this year’s BPIA Awards, recognising her pivotal role in bringing baby sleep bags to the UK and her continued commitment to safer sleep.
The brand also scooped two Gold Organic & Sustainable Baby Awards—for Best Sleeping Bag and Best Baby Shower Gift.
Rooted in purpose, ethics, and decades of expertise, Folk & Thread is now bringing its best-selling products to a wider audience through select retail partners. www.folkandthread.co.uk
MadeForMums Tech Awards 2025: Winners Revealed
The winners of the rst ever MadeForMums Tech Awards 2025, chosen by real families, for real families, have been announced.
MadeForMums, one of the UK’s number one parenting sites for product reviews, has announced the winners of the brand’s rst-ever MadeForMums Tech Awards 2025.
From sleep aids to sterilising tech, these standout products were put to the test by parents to nd what really makes life easier.
Over 100 parent testers spent more than 500 hours trialling the latest innovations in baby and parenting tech, from baby monitors and breast pumps to white noise machines and family-friendly apps. Every product was judged for its real-life usefulness, ease of use, value and how much of a di erence it made to daily family life.
“We created these awards to spotlight the most helpful and clever tech for modern parents,” says Ruairidh Pritchard, Digital Growth Lead of Parenting at Immediate. “Every winning product has been rigorously tested by real families –because no one knows what works better than parents themselves.”
Gold Award winners in the MadeForMums Tech Awards 2025:
To see the full list of winners and read the judges’ feedback, visit the below: www.madeformums.com/awards/tech-awards-2025-winners-revealed/
Pushing innovation with the e-Gazelle S pushchair!
CYBEX were awarded Gold for the best parenting innovation at the Made for Mums Awards 2025 – a celebration of true innovation for modern families!
The e-Gazelle S is an electric pushchair, designed to make every journey smoother. Whether parents are navigating hills, carrying shopping or pushing a growing toddler, the e-powered support is there at the push of a button!
The only pushchair of its kind on the market, the e-Gazelle S o ers parents a real solution to make their everyday life easier. The pushchair has revolutionised the market over the last year and is heavily praised by retailers and parents alike.
www.cybex-online.com
Rockit Rocks it at the Latest Awards
The sleep tech brand is celebrating their success at the inaugural Made for Mums Tech Awards.
Rockit’s Marketing Manager, Lauren Johns said. “It’s an honour to pick these prestigious awards. This recognition is particularly signi cant as the judging process involves real parents, whose insights and experiences re ect the true value of our products. In a market saturated with parenting technology, accolades such as this provide essential guidance to help consumers make informed purchasing decisions.”
Rockit Rocker
● Gold - Best Baby Tech
● Editor’s Choice for Best Parenting Innovation
● Silver - Best Baby Sleep Aid £30-£80 Wooshh
● Gold - Best Baby Sleeping Aid under £30
● Editor’s Choice for Best Audio Player
Zed
● Silver - Best Baby Sleep Aid under £30 www.rockitrocker.com
LoveToDream for Golden Sleep
The Sleep Machine is a unique nightlight and sound machine for little ones.
Featuring auto-start cry detection and an optional timer, it supports melatonin production and helps babies develop a healthy circadian rhythm with warm white, red and pink breathing lights, and three brightness levels.
O ering nine soothing sleep sounds with 16 volume levels to help mask background noise, you can capture a parent’s calming voice with the 30-second record function or stream favourite stories, songs and sounds with the Bluetooth facility. With a rechargeable 22-hour battery and compactly designed for travel, it o ers night-time support at home or away. www.lovetodream.co.uk
Award-winning sleep innovation from SleepaSloth
Created by a mum on a mission, the SleepaSloth All-In-One Baby Sound Machine has just been awarded Bronze for Best Baby Sleep Aid (£80+) at the MadeForMums Tech Awards 2025, following multiple other award wins earlier this year!
Designed with both parents and babies in mind, SleepaSloth combines soothing sounds, voice recording with a premiumquality speaker, an adjustable night light, and full remote app control — all in a charming and compact design.
Praised by parent testers and industry experts alike, every detail of SleepaSloth has been carefully considered to support better sleep routines from day one and make bedtime for parents a little bit easier. Built to grow with families, it o ers customisable features that adapt as baby’s needs evolve — giving parents the freedom to choose what works best for their unique baby and family.
Trusted by parents. Recognised by experts. To nd out more visit their website or contact the below. hello@sleepasloth.com www.sleepasloth.com
COFFEE BREAK
Joel Lucy, CEO & Founder of Jigsaw Brand Consultancy who work closely with VTech and LeapFrog gives his insights into the monitor product category.
From your perspective working with nursery brands, what are some of the key consumer trends you’re seeing in the baby monitor category? Do you feel parents are leaning more towards a ordability, or are they prioritising advanced features and technology?
Given the current economic climate, we’re seeing consumers increasingly look for greater value from their purchases. However, today’s rst-time parents or new parents still want the latest technology in their baby monitors. That’s why I believe VTech performs so well in both the UK and global markets - their goal is to o er a high level of features at an a ordable price point.
Some baby monitors are priced at eye-watering levels that many consumers simply can’t a ord. Brands should be more mindful of this and consider o ering scaled-back versions of their products, as VTech and LeapFrog have successfully done. Do you have any insights you can share on how today’s baby monitors address the emotional needs of parents, particularly in terms of providing peace of mind and reducing anxiety during sleep times?
This is a very important topic. When a baby rst arrives, emotions often run high and anxieties are heightened, especially for rst-time parents. While products like baby monitors are extremely helpful, they are not a replacement for a parent’s instinct.
Monitors help provide peace of mind when used alongside instinct and common sense. They alert parents if the baby is awake or unsettled, or if the room is too warm. Many models also include features to help soothe the baby back to sleep, such as comforting sounds and gentle lighting.
From your experience and knowledge, have you observed any shifts in what modern parents consider essential features in a baby monitor, such as HD video, app connectivity, or sleep tracking?
Absolutely. Today’s consumers expect more from their monitors, in the same way they do from other smart devices like rings, watches, thermostats, and speakers. Features such as camera pan-and-tilt, room temperature tracking, soothing sounds, and night lights are now considered standard.
App-based monitor sales are rising steadily month on month and now account for around half of all monitor revenue in the UK. There’s also growing demand for HD display quality - parents have grown accustomed to high-resolution screens from their smartphones and want the same for their baby monitors.
Sleep tracking is becoming more widely available as well. However, the real value lies in how that information is presented and used. Parents will naturally know if their baby is sleeping well by whether they’re waking during the night, for example. Understanding whether a baby is waking for a feed, a change, or something else becomes intuitive over time.
That said, some paediatricians and midwives have expressed concern over an overreliance on technology, warning that it can actually increase anxiety. My advice: embrace the features, but don’t rely on them entirely.
What kind of advantages or added value do you think baby monitor brands bring to retailers, both in terms of product appeal and customer loyalty within the nursery category?
From market insights and conversations with parents-to-be, it’s clear that baby monitors are now considered an essential purchase. They’re typically bought in the third trimester, around the seventh month, alongside other key items like pushchairs and nursery furniture.
While many retailers prioritise high-end travel systems, we know that the same customer is also likely to be in the market for a baby monitor. This presents a great opportunity to increase basket size by o ering a monitor as part of the same shopping journey.
Looking ahead, what innovations or consumer behaviours do you think will shape the future of baby monitoring products in the nursery space over the next few years?
I believe we’ll continue to see the introduction of so-called ‘AI’ baby monitors. The issue is that many of the AI-branded products currently on the market are actually quite basic and don’t o er anything substantially di erent from existing options - it’s often just clever marketing.
However, through my work with VTech and LeapFrog, I’m aware of some truly innovative products on the horizon that will deliver on the real promise of AI and meet consumer expectations. Watch this space!
Made to monitor
Infant monitors have become essential tools for modern parenting, o ering peace of mind and constant connection. Once simple audio devices, today’s monitors boast cutting-edge features like HD video, movement sensors, and even AI-powered cry detection. Parents now rely on real-time data to ensure their baby’s safety, even from afar. Innovations like Wi-Fi connectivity, mobile apps, and smart integration with home systems are transforming how families care for their little ones. As technology evolves, so does this category which is driven by demand for smarter, more intuitive solutions. Infant monitors aren’t just gadgets, they’re lifelines powered by innovation, helping parents rest easier in a digital age.
Choosing the Right
Baby Monitor
Parents looking for dependable monitoring solutions need products that o er both clarity and ease of use. The LeapFrog LF4917 7” Smart Monitor is a standout choice, recently named the Loved By Parents Best Video Monitor Award Winner 2025 for its exceptional performance and thoughtful design.
This feature-rich monitor comes with a large 7-inch high-resolution screen, delivering crisp video both day and night. Automatic night vision ensures clear visibility in low light, while the two-way talk function lets parents comfort their baby from another room. With wide-angle viewing and motion alerts, it’s easy to stay connected and in control.
The LF4917 also includes temperature monitoring and a long-range signal, making it as reliable as it is user-friendly. Whether at home or on the go, parents can trust this smart monitor to provide peace of mind and high-quality monitoring.
With intuitive features and award-winning performance, the LeapFrog LF4917 is a must-have for modern parenting.
Available from Murrays Health and Beauty. www.murrayshealthandbeauty.com
Smart. Safe Sensible Monitoring.
As tech reshapes parenting essentials, Angelcare’s Chris Gnech-Cini shares how the brand is rede ning baby monitoring - blending medicalgrade movement detection, video reassurance, and simplicity to meet the needs of today’s digitally-savvy yet safetyconscious families.
What trends are shaping the baby monitor category today?
Technology is a major driver, with parents seeking smart, multifunctional monitors that o er more than just audio. Today’s caregivers want video, movement detection, encrypted connectivity, and real-time alerts, all in one trusted device. Our AC25-1 Movement Monitor with Video and Sound delivers on these needs while prioritising safety, ease of use, and data privacy. It’s the rst monitor of its kind to be formally recognised by The Lullaby Trust and certi ed as a UK Medical Device. How does Angelcare help ease parental anxieties?
Parents juggle a lot - from work to the constant concern over their baby’s wellbeing. Our monitors are designed to deliver calm through simplicity. The AC25-1 features a unique, under-the-mattress movement sensor pad that tracks even the slightest movement without needing wearables. This silent, contact-free monitoring o ers peace of mind throughout the night. With real-time alerts if no movement is detected for 20 seconds, parents can rest easier knowing they’ll be noti ed when it truly matters.
Why have video baby monitors become a must-have for today’s parents?
Visual reassurance is powerful. Video monitors give parents immediate insight, o ering comfort that sound alone can’t provide. With features like infrared night vision, a large 4.3” LCD screen, room temperature display, and a talk-back function, the AC25-1 allows parents to see and soothe their baby from another room. Importantly, it doesn’t rely on Wi-Fi, meaning there’s no risk of connectivity issues or hacking - just safe, private monitoring.
What are parents prioritising when choosing a monitor?
Parents want products that strike the right balance between simplicity and safety. While high-tech options are tempting, many are realising that too many features can lead to over-monitoring and more stress. There’s growing demand for monitors that focus on what truly matters: reliable movement, sound, and video. Parents are also increasingly checking for o cial safety certi cations - the AC25-1 meets UK Medical Device Certi cation standards, ensuring it’s held to the highest level of scrutiny and trust.
How important is brand trust in this space?
It’s absolutely critical. When you’re dealing with a baby’s wellbeing, trust isn’t optional it’s essential. Angelcare has over 25 years of heritage in this space and is trusted by millions worldwide. Recognition from organisations like The Lullaby Trust and medical device regulators further strengthens our credibility. For retailers, o ering a brand that parents actively seek out means increased con dence and customer loyalty, whether online or in-store.
How has innovation evolved in the baby monitor space and what role has Angelcare played?
In the past decade, baby monitors have transformed from basic sound devices to smart systems with video, movement sensors, and more. Angelcare was a pioneer in this shift, introducing the rst under-the-mattress movement monitor over 25 years ago. Our latest AC25-1 builds on that legacy, combining smart features with the trusted design parents know and love. We continue to lead by delivering innovations that are clinically supported, parent-focused, and genuinely useful.
Are parents more focused on value or premium features?
They want both - reliable features at a fair price. Parents are becoming more discerning, prioritising quality over ashy tech. The AC25-1 delivers essential,
medically certi ed functionality without unnecessary complexity, making it both accessible and premium. It provides genuine value through trusted technology, ease of use, and long-term support for families as babies grow.
What’s next in baby monitor innovation?
We’ll see continued focus on safer tech, smarter insights, and intuitive user experiences. Future monitors may include enhanced non-invasive movement tracking using radar or AI sensors, longer battery life, and even stronger security through closed-loop systems. But as features become more advanced, there’s also a growing awareness that “more” isn’t always “better.” Angelcare will continue to focus on smart, safe, and sensible solutions staying true to what matters most to parents: peace of mind without overwhelm.
Smart monitoring
Angelcare’s AC25-1 Baby Movement Monitor with Video & Sound is setting a new standard for baby monitoring, with its medically certi ed infant movement monitoring technology.
The wireless high-technology, contact-free sensor pad monitors every movement, only alarming if no movements have been detected for 20-seconds.
It has a range of up to 150-meters, a nightlight, lullaby mode, two-way-talk-back, a room temperature display and a large 4.3” LCD screen.
Developed to support parents and create a safe sleep environment for babies, it’s received UK Medical Certi cation, approved by The MHRA, plus the cutting-edge monitoring technology has been formally recognised by one of the most trusted voices in infant sleep safety, The Lullaby Trust.
Sales enquiries contact Chris Grech-Cini on the below. cgrech-cini@angelcaregroup.com
BABY CARE INDUSTRY STRATEGIC MAP
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The intelligent See Pro Baby Monitor is part of Maxi-Cosi’s Connected Home range of cutting-edge Smart products that connect via one app.
What makes this baby monitor stand out in a competitive marketplace is its CryAssist function. This technology not only detects a baby’s cries but also noti es parents, translates the cries, and helps to decipher whether the baby is sleepy, fussy, hungry, gassy, or agitated.
The See Pro even o ers tips on how best to soothe them. Parents can keep a close eye on their little one in Ultra HD via a phone app or the ve-inch parent unit. www.maxi-cosi.co.uk
Integrated tech
Nanit is rede ning modern parenting with the world’s smartest baby monitor and integrated tech platform. More than just a camera, it empowers parents to feel informed, connected, and supported by realtime, personalized data.
Powered by AI and an intuitive in-app dashboard, Nanit delivers ondemand insights, tracking milestones, optimizing sleep, and monitoring overall wellness.
Nanit’s advanced sleep analytics o er comprehensive sleep-stat reports daily, weekly, and monthly complete with detailed summaries for naptime, nighttime, and in-crib movement.
Continuously evolving, Nanit’s product line expands through innovative app-based updates and pioneering extensions, ensuring that every user, new or seasoned, bene ts from the latest breakthroughs. www.nanit.com
Crystal clear
See beyond traditional baby monitoring with the new Hubble Go Baby 2K QHD Baby Monitor, an advanced nursery solution designed to enhance the parenting journey with cutting-edge technology and smart insights that truly make it the monitor of the future.
The Go Baby smart monitor delivers crystal-clear 2K QHD with 1296p resolution video, ensuring you never miss a moment of your baby’s day or night. Plus automatic infrared night vision ensures crystal clear visuals even in the dark.
Featuring an intuitive, adaptable design and a suite of enhanced smart features, including Covered Face & Rollover Alerts, True Cry Detection, Advanced Sleep Insights, and Precious Baby Moments. www.rkwltd.com
In this thoughtful mid-year reflection, Christy Foster , Managing Director of The Nursery Store , shares her perspective on navigating today’s ever-evolving retail environment. With a mix of realism and optimism, she explores how value, trust, and design are driving customer loyalty in 2025 and how The Nursery Store is adapting across product, service, and digital experience to meet those expectations. From shifting consumer trends to strategic investments and seasonal insights, Christy offers a candid look at what’s shaping the business now and into 2026.
Retail matters
As we move through the second half of 2025, I’ve been reflecting on what continues to drive success in a retail landscape that remains as complex as ever. There’s cautious optimism in the air, and while global uncertainty hasn’t exactly vanished, we’ve come to accept that volatility is now part of the job. What matters most is how we respond to it; with focus, flexibility, and a firm grip on what our customers truly value.
And for us, that value conversation has evolved far beyond just price. Customers are still incredibly price-conscious, that’s been the case for some time, but price alone doesn’t tell the whole story. We’ve worked hard to position value as a combination of quality, longevity, trust and service. Families and customers of The Nursery Store want to know the product will last, that it’s safe, stylish, and supported by a brand they can rely on. That’s what we aim to deliver in every category, and that’s where we believe long-term loyalty is earned.
It’s also what’s shaping our Christmas 2025 range. We’re seeing a continued move towards contemporary, neutral tones in everything from travel systems to highchairs and giftable nursery accessories. While there will always be a place for traditional blacks and greys,
we’ve noticed more customers opting for warm, trend-forward shades like cashmere, soft maroon, taupe and other earthy neutrals. These aren’t just seasonal whims, they’re part of a broader design shift that’s coming through strongly in new brand collections across our market, and the broader landscape of lifestyle brands. It’s exciting to see how colour is becoming a real purchase driver, even in categories that once felt purely functional.
Summer trading has followed familiar rhythms, with outdoor toys flying off the shelves whenever the sun decides to show up. We’re seeing clear alignment between weather patterns and purchase intent, families are still keen to make the most of the warmer months, and products like slides, activity tables, and playhouses continue to outperform. There’s nothing quite like a sunny weekend to spike demand across our travel and play categories.
Looking ahead, we’re deep into planning for Spring/Summer 2026, and for me, this is where the real energy lies. There’s something incredibly rewarding about collaborating across teams, reviewing customer feedback, and rethinking our offer with every new season. Innovation and evolution are the
“In terms of trading, the past couple of months have felt a bit stop-start, with a late Easter and two May bank holidays creating a flurry of short weeks. That said, customers have been out in force, especially as the sunshine made a brief (if welcome) appearance.
heartbeat of the business, and I still find that side of the job the most personally fulfilling. It’s not always easy, but when the right product lands at the right time, you see all that hard work come to life. Internally, we’ve made some great strides this year too. We’re thrilled to welcome Claire Isbister as our new Senior Performance Marketing Manager, a move that reflects our ongoing commitment to do more with data and keep building the digital expertise within our team. We’re also in the process of upgrading our delivery proposition, working with what we believe to be the best courier partner in the market, to offer faster, more flexible and more reliable fulfilment for our customers. In a world where convenience and trust go hand in hand, it’s a priority we won’t compromise on.
As always, I want to thank our brand partners, suppliers and wider network for continuing to collaborate with us through the highs and the challenges. Our shared commitment to serving modern families keeps us all moving forward.
Here’s to a strong finish to summer, a standout peak, and to continuing to shape what’s next — together.
Christy Foster, Managing Director
It’s all new in
As the nursery industry gears up for the UK’s only baby product speci c trade show in October 2025, retailers and buyers attending Harrogate International Nursery Fair will be in for a treat with numerous favourite, returning and new brands o ering exciting new products and ranges.
The key word for this year’s show is de nitely ‘newness’ and visitors can expect to see an abundance of fresh product creations. Adrian Sneyd, show organiser, explains: “Having had conversations with numerous exhibitors in recent months, it seems that 2025 is going to be an exciting year with the promise of some great launches at the show. It’s been a tough year for retailers, so Harrogate’ s exhibitors will de nitely be looking to show all that’s new with tempting o erings for their customers. Theres plenty more worth making the e ort to see and loads more still keeping their powder dry to announce their news closer to the show but as a starter for now here’s a quick snapshot of what we been told so far! ”
The exhibitor A to Z of Harrogate includes all of the staples from Allison Baby to Zoo family with some great brands returning including Silver Cross and Sweet Dreamers; plus new exhibitors such as Nora Baby, Membantu and Petit Wagon.
Six of the best Haus’s brands will certainly add a new dimension to the show’s o ering with some interesting products exhibited for the rst time. Little Dutch has products to encourage children and their parents to enjoy the little things in life; whilst Wildride o ers a unique child carrier for children from nine months to four years (or 20kg) for when little legs get tired of walking. Mr Maria creates night lights with friendly characters; and Bon Ton Toys, which crafts high quality sustainable plush toys, presents B.T. Chaps and WWF Plush Collection consisting of a wide range of soft life like plush exclusively created for the World Wide Fund for Nature (WWF). Zoo Family o ers a beautifully designed kids camera that seamlessly blends good image quality, user-friendly functionality and an eco-conscious ethos; and nally, Miniland’s products are designed bearing in mind social and educational changes and works to improve the future, caring for what matters most: childhood.
Visit Haus and its brands on Stand C32
Bottle for every baby
The BIBS Bottle Family is thoughtfully designed to support every feeding journey. With a range of sizes and materials, PPT and premium borosilicate glass, its bottles cater to di erent family preferences and lifestyles. Pair them with the carefully developed latex and silicone teats, available in multiple ow rates to suit every stage of feeding. All components are interchangeable for maximum exibility, combining Scandinavian design with functionality. Whether parents are bottle-feeding from day one, or mixing with breastfeeding, BIBS o ers a stylish, safe, and customisable solution.
Visit BIBS on Stand B9
Harrogate
Light and comfortable
Muuvo is a European premium brand that creates strollers for modern, active parents. Its products combine functionality, lightness and minimalist design with innovative solutions such as Air ow 3D ventilation, one-handed folding or ‘up to you’ system thanks to which the stroller grows with the child. Models such as Quick, Trick or Slick have been recognised with numerous awards and are available in over 300 stores in 20 countries. Muuvo strollers grow with the child and t into the life of parents –comfortable, stylish, real. See what comfort can look like in motion at on the company’s stand.
Visit Muuvo on Stand A2
Expanding range
Babymore is thrilled to be back at Harrogate to showcase its 2026 collection. Its everpopular furniture range is expanding to include new cribs, cot beds and nursing chairs. Retailers will see the latest additions to its i-Size travel range - contemporary colours and traditional favourites catering for every style and budget. With Great British design and durability in mind, Babymore is looking forward to welcoming customers, new and old!
Visit Babymore on Stand B10
Helping hand
Membantu is a Danish brand dedicated to improving sleep for babies and parents. Its premium cradle hammock, crafted from organic cotton, creates a calming, womblike environment that helps babies settle and sleep. Paired with its innovative cradle bouncer, which gently rocks the hammock at adjustable speeds, it o ers hands-free support for sleep-deprived parents. Membantu means ‘to help’ – and that’s exactly what this company does. Trusted by thousands of Nordic families, Membantu is now bringing better sleep to the UK.
Visit Membantu on Stand B21
Harrogate International Nursery Fair, which takes place from 12th to 14th October 2025, o ers the industry an unrivalled UK platform for manufactuerers and suppliers of baby products to showcase the very best they have to o er all under one convenient roof. The town of Harrogate itself is the perfect location for a UK trade show with an abundance of competitvely priced hotels and some great restaurants, making visiting the show a cost-e ective option for retailers seeking new stock ranges.
There is still limited space available for companies wishing to exhibit. Visit www.nurseryfair.com for full details, or contact Adrian directly –adrian@nurseryfair.com
www.b-p-a.org
If your company is a member of the BPIA 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.
BPIA notice board
Attendees extend high praise for BPIA’s networking event
The BPIA welcomed more than 70 members and non-members to its AGM, seminar and networking event in central London last week with professionals from all aspects of the industry attending.
Cecile Bellec, BPIA member Love to Dream, commented: “Thanks for a fantastic event and awards. The seminar sessions were brilliant. It was the first time that Ellen and I attended and we absolutely loved it. It’s definitely a tradition we would love to continue!”
Marc Hardenberg, chair of the BPIA gave a brief overview of the Association explaining that there had been a 50% increase in membership in the last two years, placing the BPIA as one of the largest nursery industry trade associations in Europe. He also explained new membership initiatives and partnerships which make the Association more inclusive to retailers and service providers stating: “The more members we have with a collective industry interest, the stronger the voice of the trade association when it comes to lobbying for change. Many of our partners offer discounts and benefits which makes membership even more valuable to everyone in the industry.”
Julie Milne, general manager of the BPIA, gave a brief update on the revision of the Furniture and Furnishings (Fire) (Safety) Regulations 1988 explaining how after nearly two decades of lobbying for change we are finally reaching a conclusion with the majority of baby products being removed from scope, scheduled for introduction in October this year. Members wishing for more information about this should contact Julie directly.
The three seminars presented were warmly welcomed with the majority of attendees commenting that the content was informative and useful. Stefan Eipeltauer of ARKid Studio explained the process of 3D product imaging and how it creates an immersive shopping experience for customers, increasing sales and potentially reducing product returns.
Adam Woodgate of The Insights Family gave an interesting overview of today’s new parents and what their priorities are when choosing products for their babies. Interestingly, whilst technology is still very much key, parents are choosing creative activities and less screen time for their children with a rise in popularity for activities such as reading and audio books.
Lauren Whyman of Generation Media concluded the seminar programme with an insightful explanation of the four key types of buying behaviour among parents and how best to target marketing for each mindset. For example, those searching for a bargain are not necessarily willing to compromise on quality, but are more likely to purchase if there is an offer to be had. Also, that men tend to be less brand loyal than women.
All of these presentations are available to BPIA members on request.
The day’s events culminated in the BPIA’s industry Awards with winners announced, followed by networking drinks and nibbles.
Julie Milne comments: “We are delighted that so many people came along to find out more about what the BPIA has to offer – and enjoy networking and catching up with industry colleagues at the same time. There was a great atmosphere and we hope that the fantastic feedback we have received will encourage even more people to attend next year.”
For more information about joining the BPIA contact Christine Scippo – christine@b-p-a.org
The winners of the BPIA Awards announced!
The judging of the Baby Products Industry Association’s 2025 industry trade awards took place in early June and the results were announced at the end of the BPIA’s Annual General Meeting at the Hilton Hotel Kensington.
The new awards format was open to the whole industry and provided manufacturers and suppliers with the opportunity to gain industry-wide recognition for their products.
The results are as follows:
Car Seats
Winner – CYBEX Cloud T i-Size
Highly commended – Cosatto Acorn i-Size Rotating Family Bundle
Wheeled Goods
Winner – BabyStyle Oyster4 Stroller
Highly commended – Cosatto Giggle 4 Car Seat Bundle
Carriers and Slings
Winner – BabyBjörn Baby Carrier Harmony
Nursery Furniture
Winner – CYBEX Click&Fold 4-in-1
Feeding, Weaning & Soothers
Winner – Borrn Germ-repellent Silicone Soother
Highly Commended – Vital Baby Cups & Feeding Range
Baby Sleep & Care
Winner – Love to Dream Sleep Machine
Highly Commended – Love to Dream Swaddle Up
Environment & Sustainability
Winner – Vital Baby EarthSmart Range
Best New Innovation
Winner – CYBEX Anoris T2 i-Size
Highly Commended – Vital Baby EarthSmart Range
For the first time, the BPIA presented the Golden Rattle Award to recognise an exceptional contribution to the UK’s nursery industry. There was fierce competition leading to three shortlisted nominees:
Leonie Hayward of Cheeky Rascals
Ouvrielle Lindfield Roberts of Folk & Thread
Debra Tucker of Red Kite Baby
The award was presented to Ouvrielle Lindfield Roberts for her work in developing a Code of Practice for baby sleep bags whilst working alongside her husband, co-founder of The Gro Company. Ouvrielle has a passion for safer sleep which continues with new brand Folk & Thread, gifting products to families living in temporary accommodation and creating the Better Sleep project with partners Lisa Joyce and Maire Evans, meaning families who would not ordinarily have access to safer sleep products can now sleep safely.
Marc Hardenberg, chair of the BPIA, stated “We would like to express our thanks to all who entered products in the BPIA Awards and submitted nominations for industry colleagues. Choosing the winners was tough and we extend our congratulations to those selected.
“We also extend our thanks to Charles and Fiona at Cirro Fulfilment for taking delivery of the shortlisted products and providing facilities for the judging and to the Sponsors Nursery Today magazine.”
CBME Returns this July
One of the world’s leading children, baby, and maternity trade events, CBME, is returning to the National Exhibition and Convention Center in Shanghai from July 16–18, 2025. Welcoming thousands of brands, buyers, and suppliers from across the globe, CBME China 2025 promises to be a powerhouse platform for international businesses seeking entry or expansion in the booming Chinese market.
With over 200,000 square meters of exhibition space, 3,000+ brands, and 100,000+ professional visitors, CBME remains the world’s largest B2B event in the industry — and one of the most effective routes into China’s lucrative parenting and babycare sectors.
CBME Vietnam: 13–15 November 2025
In exciting news, CBME is expanding to a new market frontier — with the inaugural CBME Vietnam launching in Ho Chi Minh City this November:
• 13–14 November: B2B showcase
• 5 November: B2C public day for brand exposure
Vietnam is one of Southeast Asia’s fastest-growing retail and e-commerce markets, with a young population and increasing demand for quality children’s products. CBME Vietnam will bring together international and regional buyers, retailers, and distributors in a focused, vibrant setting.
For more information about exhibiting at either of the above events, contact lloyd. attwell@informa.com
