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

p19

Sales Director Claire Naish clairenaish@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Regulars 6 19 50

Contributors

Production

Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

p24

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA

Barking Mad

Pramland’s John Barker shares his thoughts on the importance of supporting the independent nursery retail sector and why working together could help shape a stronger future.

Jonathan Feingold

In the latest instalment of his global nursery market series, Jonathan Feingold explores Taiwan’s unique baby products sector.

Features/Spotlight

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

Lema Publishing Ltd

News New Products BPIA

p32

p36

19 24 32 36 42

Pregnancy & Maternity Monitors Bottles & Sterilisers Eco Friendly Bedding

Cover Story 10

Telephone: 01442 289930

www.nurserytoday.co.uk

BabyStyle

Future-proof versatility, eight tandem configurations and long-term value make the Oyster4 an easy recommendation for parents planning beyond their first child.

Retailer Interview 16

Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers, nor any organisation mentioned in the text. Opinions and comments expressed in this publication by contributors and writers do not necessarily reflect those of the publishers.

Contents July.indd 1

p42

BabyLuv

Operations Manager Adele Donson discusses the business’s journey, the importance of the showroom experience, changing consumer behaviour and how strong family values continue to shape BabyLuv’s future.

ebebek

ebebek UK Baby Care Category Specialist, Melis Kurtay, chats to Nursery Today with a focus on monitors, looking at changing consumer expectations, the latest technology trends and how a well-balanced monitor range can help retailers build customer confidence and increase sales.

13/07/2026 15:45

editor’s letter

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

uly is here, and I hope everyone has managed to stay cool through the recent heatwave! This month we take a closer look at a wide range of product categories, including Pregnancy & Maternity, Monitors, Bottles & Sterilisers, Eco Friendly products and Bedding, all providing insights and product ideas for retailers. With baby monitors continuing to be an essential purchase for new parents, we take a closer look at this important Our Cover Hero this month is BabyStyle. Turn to page 10 to discover more about the impressive Oyster4.

category. We caught up with Joel Lucy, CEO and Founder of Jigsaw Brand Consultancy, who works closely with VTech and LeapFrog, to hear his thoughts on the latest developments within the monitor market. We also had the pleasure of speaking with ebebek UK’s Baby Care Category Specialist, Melis Kurtay, about changing consumer expectations, emerging technology and how retailers can build customer confidence by offering a wellbalanced monitor range. Our Retailer Interview this month, starting on page 16, features independent retailer BabyLuv. Operations Manager Adele Donson shares how the business has built its reputation on expert advice, outstanding customer service and strong family values. She also discusses the importance of the showroom experience, evolving consumer behaviour and BabyLuv’s exciting future. Our Cover Hero this month is BabyStyle. Turn to page 10 to discover more about the impressive Oyster4. Offering 19 approved configurations, including eight dedicated tandem options, the Oyster4 gives retailers a versatile solution that grows alongside modern families. Whether customers are expecting their first baby, planning for a second child or preparing for twins, it’s a product designed to adapt as family life changes. If you’re looking to expand your product offering, don’t miss our feature on page 12 highlighting Start-Rite Shoes. Children’s footwear may not be the first category that comes to mind for nursery retailers,

but for stores already serving parents of babies and toddlers, it could prove to be a natural and profitable extension to an existing range. Our regular contributors have also been busy this month. Pramland’s John Barker introduces his latest initiative, Pram Shops Near Me, a new website designed to champion independent nursery retailers by helping expectant parents discover the expertise, knowledge and personal service they provide. Focusing on collaboration rather than competition, John explains how the platform aims to strengthen the independent retail sector. You can read more on page 14. Further into the issue, on page 46, Jonathan Feingold explores Taiwan’s fascinating baby products sector. Despite having one of the world’s lowest birth rates, Taiwan continues to support a sophisticated nursery market driven by innovation, safety, research and premium purchasing. Jonathan examines the cultural and retail influences shaping this unique market and why it remains an important destination for nursery brands. Although they may still feel a little way off, both Kind + Jugend in Cologne and the Harrogate Nursery Fair will soon be upon us. These events provide fantastic opportunities to discover new product launches, spot emerging trends and catch up with colleagues from across the industry. If you haven’t already, now is the perfect time to register your attendance or explore exhibiting opportunities.

For more information, visit Kind + Jugend at kindundjugend.com and the Harrogate Nursery Fair at nurseryfair.com. If you haven’t yet secured your stand at Harrogate, now is the time to do so. To discuss the options available, simply email Adrian Sneyd at adrian@nurseryfair.com.

Hot on ideas that get results

STAND-OUT CAMPAIGNS, DELIVERED WITH CARE. Contact: amber@azariapr.co.uk

nursery today

Editors letter July.indd 1

13/07/2026 15:24

The Power of Design:

news

By Scott Blease, Founder, Plan A Product Development Founder, Scott Blease

strengthens commercial and product teams

Why Great Products Start with Great Thinking When people talk about product design, the conversation often starts with appearance. While aesthetics certainly matter, great design is about much more than creating products that look good. In today’s nursery market, design has become a strategic tool that shapes how products function, perform and ultimately succeed commercially. Consumer expectations have changed significantly over the past decade. Today’s parents are more informed, more discerning and often balancing busy lifestyles with limited time and space. They want products that simplify everyday life, adapt to changing needs and integrate seamlessly into the modern home. As a result, manufacturers can no longer focus solely on functionality or price, they must deliver products that combine convenience, innovation and style. This shift is particularly evident in the baby home category. Products such as highchairs and feeding accessories are no longer viewed as purely practical purchases. Parents increasingly want products that complement their interiors, offer long-term usability and make daily routines easier. Clean lines, neutral colour palettes and space-saving designs have become highly desirable, reflecting broader trends in contemporary home living. However, designing for modern parenting lifestyles is rarely straightforward. Every product must balance aesthetics with functionality and, most importantly, safety. A beautifully designed highchair may be desirable, but it is ease of use, durability and safety that ultimately determine its success. The challenge for designers is to create products that deliver on all fronts without compromising.

Innovation

Innovation is also changing the way products are developed. Advances in materials, manufacturing processes and digital design tools allow brands to prototype, test and refine products more efficiently than ever before. This means better products can reach the market faster while still meeting the rigorous safety standards expected within the nursery sector. Importantly, design is no longer simply a creative exercise, it has become a commercial advantage. In a competitive marketplace, thoughtful design can help products stand out, strengthen brand identity and create stronger connections with consumers. The most successful nursery products are often those that solve real-world problems in ways that feel intuitive and effortless. As the market continues to evolve, the brands that place design at the heart of product development will be best positioned to meet changing consumer needs. Great products don’t happen by accident. They start with great thinking, and increasingly, great thinking starts with design.

Plan A is one of the leading nursery product development companies. Founded by Scott Blease, who has worked in the nursery industry for over 25 years, Plan A takes products from the spark of an idea to a fully retail-ready item, covering everything from strategy, design, sourcing and prototyping, to compliance, production and graphic design.

Find out more at https://planapd.com/. 6

Start-Rite Shoes StartRite Shoes, the UK’s leading experts in children’s fitted footwear, has made three strategic hires across training, sales and product as the brand enters the key BacktoSchool trading period. Callum Linger joins as Brand Trainer: StartRite has appointed Callum Linger as Brand Trainer, bringing a wealth of experience in retail education, product storytelling and footwear technologies, including 11 years with ASICS EMEA. In his new role, Callum will lead StartRite’s retailer training programme, supporting partners to deliver exceptional Callum fitting experiences – a core pillar of the brand’s double Linger century legacy. Callum Linger said: “I’m excited to join StartRite Shoes as Brand Trainer, returning to my passion for education and brand storytelling. My focus is on bringing StartRite’s heritage and product expertise to life instore, strengthening brand presence and creating meaningful experiences for retailers and families.” Simon Baker appointed Sales Manager: StartRite has expanded its commercial team with the appointment of Simon Baker as Sales Manager. Simon brings significant experience across national accounts, digital retail and international markets, following 15 years at Skechers and previous roles with Clarks, GAP and Puma. Simon will focus on driving new business in the UK and new international markets. Hilde Goode joins as Product Consultant: To support the continued evolution of its product portfolio, StartRite has appointed Hilde Goode as Product Consultant. Hilde brings extensive experience across major UK highstreet footwear brands and will work closely with the StartRite team to ensure product development continues to meet the highest standards of fit, quality and innovation it is known for.

Strengthening the team for peak season

Jennifer Tyley, Marketing and eCommerce Director at Start-Rite adds: “These appointments come as we enter our busiest trading period of the year. By investing in expertise across training, sales and product, we’re strengthening the support we offer our retailer partners and elevating the instore experience. StartRite is known for durable fitted school shoes, but our excellence extends across the full children’s footwear journey, from prewalkers and first year shoes right through to senior styles for teens – in both school and lifestyle categories.” For more information about Start-Rite visit www.startrteshoes.com

Amanda celebrates successful launch of Ready for My Potty Expert Amanda Jenner is feeling excited with the launch of her new book, Ready for My Potty. As part of the launch, Amanda appeared on This Morning, where she shared her expert potty-training advice and showcased her new book. The response to the book has been overwhelming, with parents and families embracing it from the very start. Ready for My Potty has already achieved fantastic success, becoming a No. 1 Bestseller in Children’s Personal Hygiene Books and reaching No. 2 in Children’s Toilet Training Books. Publisher Simon & Schuster is absolutely thrilled with the response, revealing that Ready for My Potty has received the highest number of pre-orders for a children’s board book in its category. Amanda said, “I am absolutely thrilled with the response and feel so proud. The support has been overwhelming. I’m over the moon that Simon & Schuster wanted to work with me on this project.” She also wanted to give a special shout-out to illustrator Ailie Busby for her wonderful illustrations, which bring the story to life and add so much charm to the book. With such a strong launch and incredible support from readers, Ready for My Potty is already proving to be a huge success.

www.mycarrypotty.com

nursery today

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news

ebebek and Vital Baby Partner to Launch New

Expert-Led Weaning Guide International parenting retailer ebebek has partnered with trusted baby feeding brand Vital Baby to launch a new free expert-led Weaning Guide, designed to support parents through every stage of starting solids whilst strengthening confidence in the weaning category both in-store and online. The collaboration brings together practical feeding expertise, trusted product solutions and accessible parenting support in one comprehensive 72-page guide, available free with purchases online and in ebebek stores nationwide. Vital Baby products are integrated throughout the guide to showcase practical solutions designed to simplify mealtimes and support parents throughout the weaning journey. The launch forms part of ebebek’s wider mission to support families beyond retail, combining trusted products with expert-led advice and community-focused experiences. The guide officially launched during an in-store Weaning Event at ebebek Greenwich, featuring weaning expert and What Mama Makes author Rebecca Wilson, alongside product demonstrations, feeding advice and parent support. Faruk Giray, UK Country Director of ebebek, said: “As retailers, we know parents are increasingly looking for reassurance and practical support alongside products, particularly during key developmental stages such as weaning. This partnership with Vital Baby allows us to provide accessible expert-led guidance whilst helping families discover practical feeding solutions that genuinely support everyday parenting.” Hannah Juniper, Brand Development Manager at Vital Baby, added: “Weaning remains one of the biggest milestone categories for parents, but it can also feel incredibly daunting. By partnering with ebebek on this guide, we wanted to create something that feels approachable, realistic and genuinely useful, whilst helping families feel more confident in the products and routines that support feeding at home.” The guide also signposts parents to trusted organisations including the NHS, Allergy UK and the British Dietetic Association for further feeding support and guidance. The ebebek x Vital Baby Weaning Guide is available now online at ebebek UK and free with purchases in ebebek stores nationwide.

Prestige Sleep Becomes First Specialist Nursery Mattress Manufacturer

to Join the NBF

Prestige Sleep is proud to announce its approval as a member of the National Bed Federation (NBF), becoming the very first specialist nursery mattress manufacturer to achieve this recognition. Based in Rochester, Kent, the company specialises in manufacturing high-quality nursery mattresses. The NBF membership reflects Prestige Sleep’s commitment to responsible British manufacturing, rigorous quality standards and trusted sleep solutions for families and retailers. This milestone reinforces the company’s dedication to safety, quality and innovation while continuing to raise standards across the nursery sleep industry.

Babybase takes on UK distribution of My Buggy Buddy

Babybase has announced that it is now the UK distributor for My Buggy Buddy, taking over responsibility for the well-established stroller accessories brand from Hippychick. A familiar name within the nursery industry for decades, My Buggy Buddy is best known for its practical range of stroller accessories, including the popular My Buggy Buddy Sunshade. Babybase has wholesaled the brand for many years, making the move to official UK distributor a natural next step. The transition has been carried out in close collaboration with the team at Hippychick to ensure continuity for existing retailers and a seamless handover. Babybase says it is looking forward to supporting current stockists while also introducing the brand to new retail partners across the UK. Seb Shrubb, Director at Babybase, commented: “We have been working alongside Jeremy, Julia and the team at Hippychick to ensure the transition to us as distributor is as seamless as possible for current stockists. We look forward to speaking with retailers interested in stocking the brand. A big thank you to Jeremy and Julia for all their support, and we wish them all the very best for the future.” The Founder and Owner of My Buggy Buddy added: “At My Buggy Buddy, we are incredibly excited about the next chapter and are delighted to be working closely with Babybase, who will now be responsible for the distribution of our range of products throughout the UK.” To celebrate the new partnership, Babybase is offering retailers 10% off the entire My Buggy Buddy range throughout July. Retailers interested in finding out more can contact the Babybase sales team on 01886 887758 or by emailing sales@babybase.co.uk.

Inglesina begins new chapter

Inglesina to enter an exciting new stage in its UK growth strategy, with the premium Italian nursery brand moving to a direct distribution model from 1 August 2026. The move follows a successful and collaborative partnership with CuddleCo, which has played a significant role in developing the Inglesina brand within the UK nursery market. Throughout the partnership, CuddleCo has championed Inglesina’s Baby Wellness Philosophy, supported retailers through training and education, and helped strengthen the brand’s presence nationwide. Both businesses have described the transition as a positive step that reflects Inglesina’s continued growth ambitions in the UK. By establishing a direct route to market, supported by a dedicated local team and UK-based warehousing, Inglesina aims to offer retailers greater agility, enhanced support and increased investment in marketing and brand development. The new structure will enable the company to work closely with retail partners, respond to market demands and further strengthen its position within the premium nursery category. CuddleCo will continue to fulfil existing orders while stocks last, with distribution responsibilities transferring to Inglesina from 1 August 2026. The Italian brand will subsequently oversee all sales, marketing and distribution activities in the UK. Both companies have emphasised their commitment to ensuring a smooth and seamless transition for retail partners. Detailed guidance covering ordering, account management, customer service and future contacts has been shared with customers, while both teams remain available to provide ongoing support. The move marks a new chapter for Inglesina in the UK, while also recognising the considerable contribution made by CuddleCo in helping establish and grow the brand within the market.

CuddleCo:

sales@cuddleco.co.uk www.cuddleco.co.uk

Inglesina enquiries:

inglesina_uk@inglesina.com

www.prestigesleep.co.uk 8

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Tommee Tippee

Launches Series 2 of Parent-Focused Podcast Following the success of the first series, global Parent-care brand, Tommee Tippee, announces the launch of series 2, Tommee Tippee. You’ve Got This. We’ve Got You. Hosted by fashion and lifestyle influencer, Jilly Isabella, the podcast has been created to support modern parents. It’s an honest, judgement-free place to explore the highs and lows of pregnancy, birth, and new family life. Each episode features a cast of professionals and real parents, offering empathetic insights and expert-led conversations designed to reassure, inspire and empower modern parents. The second season launches with a Father’s Day special featuring well known and loved personal coach and fitness expert, Lawrence Price and published author and therapist Keir Gains. The rest of the series lineup features stand out talent such as Alice Living and Shakira Akabusi discussing exercise and body image, as well as Sophie Ellis Bextor and Anna Whitehouse on ‘having it all’ as working mums. Full lineup to be announced in the coming weeks. Nicola Wallace, Head of Global Brand Communications at Tommee Tippee, commented: “The success of our first podcast series, which attracted nearly one million views, reinforced the importance of creating content that genuinely resonates with parents. Investing in a second season was a natural next step, and we’re excited to continue providing a platform for open, reallife conversations that reflect the highs, lows and everything in between when it comes to parenting.”

www.tommeetippee.com

Rockit Reaches

Astronomical Milestone

Rockit, the pioneering British brand behind the multi-award-winning portable stroller rocker, today announced a historic milestone: the sale of its one millionth Rockit Rocker worldwide. This remarkable achievement cements the brand’s position as a global leader in infant sleep tech. Launched to solve the universal parental dilemma of a baby waking up the moment a stroller stops moving, the Rockit Rocker has fast become an essential tool for modern families. By generating a gentle, soothing side-to-side motion, the device cleverly mimics the natural rhythm of a moving stroller, successfully helping millions of infants (and their grateful parents) get much-needed rest. The one millionth device was sold through one of Rockit’s major international retail partners, marking an incredible journey from a product designed in a Bristol shed, to a global nursery phenomenon. “We are absolutely thrilled to hit the one million mark,” said Dr. Nick Webb, Co-founder of Rockit. “When I first invented the Rockit Rocker in my shed, I was just trying to find a way to help my own daughter to sleep on-the-go. Knowing that we have now helped over a million families is incredibly rewarding. This milestone is a testament to our dedicated team and the amazing global distributors and retailers who have championed our brand.” From its humble beginnings in Bristol, Rockit’s unique, rocket-shaped device has captured the imagination of the parenting world. Today, Rockit is distributed in over 40 countries, spanning Europe, North America, Australia, and Asia. Looking forward, the company shows no signs of slowing down. Rockit continues to expand its innovative product line, with an exciting new launch in July…… Watch this space!

www.rockitrocker.com

news FQ unveils website redesign FQ, the Digital Dad Magazine unveiled a newly redesigned website on Sunday 21st June, marking a bold new digital chapter in its 23-year history of serving modern dads and families. The new fqmagazine.co.uk has been rebuilt with a cleaner design, faster load times, and smoother navigation, making it easier for visitors to discover content, compare products, and enjoy a seamless mobile-first experience. “We’ve been working on this one for a while,” said publisher Damion Queva. “The new site doesn’t just look better – it’s built on smarter technology and SEO that will bring more parents to our content and to our partners’ products. It makes it effortless for our audience to find what matters to them and to discover and buy from the brands that genuinely support their lives as parents.” Visit the new FQ at fqmagazine.co.uk

Mauro Barban of Inglesina to retire

Mauro Barban, a familiar and highly respected figure within the international nursery industry, readies for retirement from his role at Inglesina following a career spanning several decades. Throughout his time with the company, Mauro has worked closely with retailers, distributors and industry partners across numerous international markets, becoming a well-known face at trade exhibitions and industry events around the world. For many within the nursery sector, Mauro has been a longstanding representative of Inglesina, helping to develop and maintain strong relationships with customers and partners throughout Europe, the United Kingdom, North America, the Middle East and Asia. Known for his professionalism, knowledge and approachable nature, Mauro has earned the respect of colleagues and industry professionals alike during a career that has seen significant change and evolution across the nursery market. Reflecting on Mauro’s retirement, industry colleague and long-time friend Jonathan Feingold commented: “It is difficult to imagine our industry without Mauro. Over many decades I have had the privilege of working alongside him, and throughout that time he has always been an absolute gentleman, both professionally and personally. “The nursery industry has benefited enormously from his knowledge, dedication and integrity. His contribution to Inglesina and to the wider industry has been immense. People such as Mauro are genuinely irreplaceable. “We have shared many successes, challenges, projects and experiences over the years, and I know I speak for many throughout the industry when I say that he will be greatly missed. Whilst we are saddened to see him retire, we are delighted that he now has the opportunity to enjoy this next chapter of life, which is so richly deserved.” As he steps away from the industry, colleagues, customers and friends will no doubt reflect on the many relationships built over the course of his career and wish him every success and happiness in retirement. Everyone at Inglesina and across the wider nursery industry will undoubtedly join in thanking Mauro for his many years of commitment and professionalism, and in wishing him well for the future. nursery today

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14/07/2026 10:32

Cover Story BABYSTYLE

Oyster4: Built For Growing Families Future-proof versatility, eight tandem configurations and long-term value make the Oyster4 an easy recommendation for parents planning beyond their first child.

hen customers begin shopping for a stroller, they’re rarely thinking only about today’s needs. Many are already considering future family plans, whether that’s a second child, siblings close in age or simply wanting a product that won’t need replacing after a short period of use. This is where the Oyster4 creates a significant retail advantage. Rather than selling parents a stroller that may only suit them for a year or two, retailers can confidently present the Oyster4 as a long-term investment that grows alongside the family. Its ability to convert from a single stroller into a tandem travel system gives retailers a compelling solution to one of the most common concerns raised on the shop floor: “What happens if we have another baby?” One of the biggest barriers to purchasing a premium stroller is the fear of outgrowing it too quickly. Customers often hesitate when making a substantial investment because they worry they’ll need to replace it if their family circumstances change. With 19 approved configurations and eight dedicated tandem options, it offers retailers a clear and tangible answer to future family growth. Whether customers are expecting their first child, planning for a second, or preparing for twins, the Oyster4 provides a flexible solution that adapts to changing needs. Instead of viewing the stroller as a short-term purchase, customers can see it as a product designed to support multiple stages of family life.

Value remains one of the most influential factors in stroller purchasing decisions. While premium products can sometimes require additional justification, the Oyster4’s tandem capability naturally strengthens its value proposition.

One of the biggest barriers to purchasing a premium stroller is the fear of outgrowing it too quickly. Customers often hesitate when making a substantial investment because they worry they’ll need to replace it if their family circumstances change. Retailers can confidently demonstrate how the stroller: • Eliminates the need to purchase a separate double stroller later. • Supports growing families through multiple stages. • Accommodates siblings and twins using approved tandem configurations. • Delivers greater long-term return on investment.

For many customers, this transforms the conversation from price to value, making purchasing decisions significantly easier. Customers gain peace of mind knowing their stroller can adapt if circumstances change. Rather than returning to the market in search of a new travel system, they can simply expand their existing Oyster4 setup with compatible accessories and configurations. While tandem capability attracts attention, the Oyster4’s everyday usability helps secure the sale. Retailers can demonstrate features that immediately resonate with parents, including: • Auto-fold functionality with the seat attached in both parent-facing and world-facing positions. • Lie-flat seat suitable from birth. • One-hand recline adjustment for quick changes on the move. • Adjustable calf rest, headrest and harness system that grows with the child. • Spacious 5kg shopping basket for daily essentials. These practical features reassure customers that choosing a future-proof stroller doesn’t mean compromising on everyday convenience. Parents managing two children need equipment that remains easy to manoeuvre and dependable in daily use. The Oyster4 delivers with puncture-free tyres, all-round suspension and lockable swivel wheels that provide a smooth ride across a variety of

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environments, from shopping centres and high streets to parks and uneven terrain. Combined with UPF 50+ sun protection, ventilation panels and a UV alert tag, the stroller offers the comfort and reassurance modern parents expect from a premium travel system. Compatible with the Oyster Carrycot, Capsule Infant Car Seat, Oyster Basket, Ride-on Board and the Oyster Carrycot Stand, retailers can present a complete mobility solution tailored to each family’s needs. The Oyster Carrycot Stand further extends the product’s usefulness by transforming the carrycot into a practical home-sleeping solution, helping customers maximise the value of their purchase while increasing accessory attachment opportunities.

Additionally, the Oyster4’s tandem capability just requires the customer to purchase £50 RRP Oyster4 tandem adaptors on top of their bundle - making it cost effective and simple to understand. It answers one of the most common customer concerns, strengthens the value proposition of a premium purchase, supports accessory sales and positions the Oyster4 as a stroller that families can rely on for years rather than months. In a competitive market, products that solve future problems before they arise are often the easiest to sell. The Oyster4 does exactly that.

For further information contact: 01509 816444 info@babystyle.co.uk www.oysterstroller.com nursery today

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profile START-RITE SHOES

Taking the next step Why children’s footwear is a natural addition for nursery retailers.

ursery retailers are experts at supporting families through some of the most important stages of a child’s development. From prams and car seats to nursery furniture, feeding products and toys, today’s nursery stores already provide parents with trusted advice and carefully selected products designed to help children thrive. But there is one category that some nursery retailers have yet to fully explore: children’s footwear. For stores already serving parents of babies and toddlers, adding children’s shoes can be a surprisingly simple and profitable extension of an existing product range. Meeting parents’ needs under one roof Unlike introducing an entirely new category, children’s footwear aligns perfectly with the customers nursery retailers already serve. The key footwear milestones – pre-walkers and first walkers – typically coincide with the age groups already purchasing nursery products. This means retailers are simply broadening the range available to existing customers and, as children’s feet grow quickly, this creates opportunities for returning customers throughout the years. We know from experience that many parents welcome the opportunity to purchase expertly fitted shoes from a retailer they already know and trust. Just one of many examples is the retailer Naturally Baby in Leamington Spa. Modern parents value convenience. They are increasingly looking for trusted retailers who can offer expert advice and multiple product solutions in one place and this is exactly what owner Anna successfully offers. Compact, flexible and profitable Have we piqued your interest in adding children’s shoes to your portfolio? We spoke to Glenn Coleman, Business Manager at Start-Rite Shoes, who looks after Naturally Baby Leamington Spa, to answer some of your initial questions. “Integrating children’s footwear into a retail profile can be simple. Space is always a consideration in stores, but children’s shoes can often be introduced without significant investment in floor space. “Just as importantly though, it doesn’t have to be a significant financial investment either. At Start-Rite we work closely with retailers to make getting the right stock as simple and low cost as possible. We offer a preferential rate for forward orders but retailers can also easily purchase ad hoc with no postage costs, meaning they don’t need to hold onto huge amounts of stock in store. It’s all done through our online retailer platform, where you can order shoes and download marketing assets. “For anyone unsure of where to start, stocking pre-walkers and first steps shoes is a wonderful entry point into footwear, getting parents back into store after purchasing those early days baby products. You don’t have to go it alone either. We work closely with all our retailers on stock, in-person measuring and fitting training, POS and more and are with them every step of their journey.”

www.startriteshoes.com

The retailer view Anna Leeksma, Owner of Naturally Baby, Leamington Spa Has stocking shoes added to your customer experience? Yes, definitely. For us, fitting and selling shoes works well alongside the rest of our offering, which includes car seats, baby clothing, cloth nappies and more. It has enabled us to build on customer trust and continue these relationships as children grow. Why do you stock Start-Rite? It works really well for us. Start-Rite is well known and has a long history in Britain. I had Start-Rite as a child, as did so many. The brand also resonates well with grandparents, who often help parents with purchasing first shoes and beyond. Start-Rite offers both the traditional and heritage element but with durability. The shoes really do last, and customers have learned to trust that they get lasting quality with Start-Rite. Some styles we’ve stocked from the start of our relationship with Start-Rite, over 10 years ago, as they’ve served us, parents, and children so well. This includes school shoes Rhino Warrior and Strike. On a practical level how do you find it stocking children’s shoes? Nice and straightforward! The Start-Rite team is really helpful and always ready to support us if we need anything. The B2B retailer site we use is particularly helpful. One of the things that makes a real difference for us as a small business is no postage charges. This is perfect from a re-stock point of view, as it means we can order small quantities as and when we need, without incurring more costs. Then there’s their great customer service, as their agent visits our store. As a small team we wouldn’t have the resources to travel to meet a brand representative or attend shoe industry events. This level of support is really valuable.

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s d n e i r F il ke

At Start-Rite we’ve been making shoes for over 230 years. Let’s talk about how we can work together. salesoffice@startriteshoes.com

these.

Start-Rite... and there's no stopping you.

nursery matters JOHN BARKER

Barking

Mad

john@pramland.co.uk

“

Pramland’s John Barker shares his thoughts on the importance of supporting the independent nursery retail sector and why working together could help shape a stronger future. Focusing on collaboration rather than competition, John outlines a new initiative designed to raise the profile of independent retailers and encourage more parents-to-be to discover the expertise and service they offer.

his month has been a difficult month for me to write my article as due to recent events within the industry, which may have a lasting impact for years to come, and emotions are no doubt running high for some with the general feeling perhaps across the industry being understandably low, let’s take time out for a bit of positivity. The month of June really got my grey matter buzzing, and something that has been floating around in the back of my mind for years started to surface. Instead of adding fuel to a fire that is already burning, I thought I’d discuss something I’ve been working on behind the scenes and have only recently shared with a select few stores. It’s a positive story that I hope will give us all something to rally behind. It dawned on me that, as independents, we number more than 150 stores. Together, or as a coalition as I’ve come to think of us, we represent one of the biggest nursery retail groups in the country. It’s a fair assumption that more parents-to-be walk through our doors than those of

any of the national retailers, simply because there are so many of us. So why aren’t we making more of that? Why are we still squabbling over pricing and other issues when surely we should all be trying to build the best businesses we can? In response to everything that has been going on, I sat down and thought about how we, as independents, could respond. What do many parents do when they find out they’re expecting? Simple. They open Google and type “pram shops near me”. They hit search and are immediately presented with a list of online retailers all bidding to appear at the top. Thanks to Google, they’re often shown stores that aren’t actually near them, unless you count being one click away as nearby. Only after the sponsored listings do they find genuine local pram shops. Personally, I tend to avoid sponsored links. If something doesn’t appear organically, I question whether it really matches what I’m looking for. So, I went online and secured the domain name www.pramshopsnearme.com.

This month I thought I’d discuss something I’ve been working on behind the scenes and have only recently shared with a select few stores. It’s a positive story that I hope will give us all something to rally behind.

Then I headed to my computer, a Sinclair ZX81 complete with dial-up modem, or so it might seem, and got to work on phase one of my plan. With a little help from AI, the site was up and running in just a couple of hours. Who knew AI worked on a ZX81? The idea behind the website is simple. It provides parents-to-be with a directory of independent nursery retailers, allowing them to search by location or by brand. So if Polly and Paul are looking for Bugaboo in Leeds, they can quickly see which independent stores stock the brand in their area. Each listing includes images of the store, contact details, social media links and other useful information parents need when deciding where to shop.

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Not every retailer has the expertise or resources to maximise their website’s SEO, I know I certainly don’t, but Google favours websites that link to one another. That means stores featured in the directory could also benefit from improved online visibility. The operating costs are minimal, and I’m happy to do the groundwork to help any retailer who wants to take part. Or, more accurately, I’ll be volunteering JB Jnr, aka Fake John, to get the listings completed. As a result, I’m offering independent stores the opportunity to be listed for just £24 for 24 months. The directory is exclusively for bricks-and-mortar retailers, not online-only businesses, as that would completely defeat the purpose. I’ll also be investing the remaining

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By sharing a consistent message across all our social media channels, our reach has the potential to be significant. If we continue beating the drum, we may even help change consumer buying habits.

funds into promoting the site through Google. Which brings me to phase two, the social media campaign. To accompany the website, I’ve planned a series of social media posts, and the first video is already complete. Hopefully, by the time you’re reading this, you’ll have seen it more than once. I asked a number of stores to help record short clips highlighting just how brilliant we are as a coalition of independent retailers. I can only say thank you to everyone who took the time to get involved. In my humble opinion, the finished video showcases the incredible diversity of our sector. From large stores to small, from long-established retailers to newer businesses, it demonstrates that we have every base covered. More importantly, it sends a powerful

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message. We may all be independent businesses, but together we are one community. That’s what sets us apart from the nationals. By sharing a consistent message across all our social media channels, our reach has the potential to be significant. If we continue beating the drum, we may even help change consumer buying habits. Please don’t be offended if I didn’t contact you about the website or the first video. I simply wanted to get things moving and started with the contacts already in my address book. There are plans for many more videos, each featuring different retailers but delivering the same simple message, head in store. I also plan to approach brands for their support. I believe it’s time for brands to encourage parents to visit

independent retailers rather than simply directing them online. Through a combination of store-led videos, brand-supported campaigns and the website, I feel the independent sector is finally beginning to find its voice. We’re saying to parents, we’ve been here longer than the internet, we’ve been here longer than many of the national retailers, and we’re an important part of your parenting journey. Ideally, we’d like every parent-to-be to visit at least one independent retailer, if not several. We know that

word of mouth and personal recommendation remain the most powerful forms of advertising. The only way that happens is if parents walk through our doors and experience what independent retailers do best. I’m fully aware there are divisions within the industry, but I’m asking everyone to put those differences aside, for the good of our industry, and work together. Please. Feel free to reach out to me via email: john@pramland.co.uk – I’d love to hear from you.

Made for little dreams to grow. Furniture that supports their next chapter, from playtime to bedtime.

For more information please contact sales@cuddleco.co.uk

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retail BABYLUV

Family Values Driving B As a family-run independent retailer, BabyLuv has continued to build on its reputation for personal service, expert advice and genuine customer care. Operations Manager Adele Donson discusses the business’s journey, the importance of the showroom experience, changing consumer behaviour and how strong family values continue to shape BabyLuv’s future. To start us off, can you tell us a little about BabyLuv’s journey since first opening your doors, and what inspired you to take the business on in the first place? BabyLuv began as a small family-run business that had already built a strong reputation for excellent customer care and a genuinely personal approach. When the original owner decided to step back, she wanted to find a family whose values and ethos aligned with everything she had created, while also helping the business continue to grow and develop. We were fortunate to be that family and have now been part of BabyLuv for almost two years. As a family-run business, BabyLuv is owned by William Ferguson, while his sister, Charlotte Ferguson, looks after the accounts, helping to ensure the business remains very much a family operation. From the very beginning, we shared the belief that choosing a travel system for your baby should be an enjoyable experience rather than a stressful one. Parents have enough to think about, so our aim has always been to create a relaxed, pressure-free environment where families can take their time, ask questions and find the right solution for their lifestyle. Since taking over, our journey has been about building on the strong foundations that were already in place, maintaining the high 14

standards of customer care that BabyLuv was known for while continuing to develop the business, introduce new products and enhance the experience we offer every family who walks through our doors.

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Since taking over, our journey has been about building on the strong foundations that were already in place, maintaining the high standards of customer care that BabyLuv was known for while continuing to develop the business, introduce new products and enhance the experience we offer every family who walks through our doors.

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Moving into your new showroom back in 2013 must have been a big milestone. How did that change the way you work and the experience you’re able to offer customers today? Moving into the showroom was a huge milestone for the business. While there was a lot to learn as we settled in, we also felt a real sense of pride knowing that the foundations of the business had already been so well established.

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One of our first priorities was to modernise the showroom, including replacing the front windows to create a brighter, more welcoming space for customers. We redecorated throughout while retaining some of the original wood features, introducing lighter grey tones to create a modern and inviting environment. We also built a new counter area to provide a more professional feel and introduce a personalisation station, giving customers an extra-special experience. Alongside the visual changes, we invested in essential improvements such as heating and security to make the showroom comfortable and safe for both customers and staff. We worked closely with our brand partners to refresh and update displays wherever possible, ensuring families could see and experience the latest products in a relaxed environment. At the same time, we focused on expanding and strengthening our product offering by building our range with trusted and reputable brands, while maintaining the personal service that BabyLuv is known for. Today, customers can enjoy a much more immersive shopping experience,

with space to browse, compare products and receive expert advice without feeling rushed or pressured.

If there is something a “ customer wants that we do

not currently offer, we will always go above and beyond to source it or help them find the right solution. Building strong relationships and putting our customers’ needs first is at the heart of every decision we make

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Looking back, what would you say have been the biggest successes for BabyLuv, and equally, what challenges have shaped the business along the way? Undoubtedly, our greatest success has been the relationships we have built with our customers. Nothing means more to us than receiving positive feedback and reviews from families who have trusted us during such an

important time in their lives. Knowing that we have helped make their journey into parenthood a little easier is incredibly rewarding. One of the things we are most proud of is seeing customers return as their families grow. Many come back for the next stage products, whether that is a stroller, car seat or other essentials, and it is always a pleasure to see how much their little ones have grown. Those return visits, and the allimportant baby cuddles, are a real reminder of why we do what we do. How do you go about choosing the brands and products you stock today? Is it driven more by customer demand, personal experience, brand relationships or a mix of everything? It is very much driven by our customers. We listen carefully to what families are looking for and use that feedback to shape the brands and products we stock.

g BabyLuv Forward

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retail BABYLUV If there is something a customer wants that we do not currently offer, we will always go above and beyond to source it or help them find the right solution. Building strong relationships and putting our customers’ needs first is at the heart of every decision we make. What about nursery trade shows and events, such as Harrogate and Kind + Jugend? How important are these to the business? Nursery trade shows and events are extremely important to our business. They give us the opportunity to stay up to date with new products and innovations, ensuring we are able to offer families the very best options available. They are also invaluable for building strong relationships with brand representatives, who not only provide insight into their products but also offer guidance and support that helps us make the best decisions for our business. As an independent retailer, those relationships and industry connections are incredibly valuable. You currently do not sell directly from your website. Is this likely to change in the future? We would love to offer direct online sales in the future, but for travel systems and larger purchases, we will always encourage customers to visit our showroom. Seeing products in person, testing them in their car and making sure they suit their family’s needs is an important part of the buying process. While online shopping is convenient, we believe it is most effective when supported by real product experience and expert advice. We also recognise that our website is

due for an update, which is something we hope to improve in the future. Do you currently have a ‘hero’ category in store that customers are particularly drawn to right now? Rather than one specific hero category, our bundled packages have been particularly popular with customers. We offer a range of carefully selected bundles, including bath bundles, home bundles and weaning bundles that have been developed with guidance from a weaning specialist. Families love the convenience, value and reassurance of knowing that the products work well together and meet their needs at each stage. What key trends have you noticed evolving in nursery retail over the years? One of the biggest changes we have noticed is how much research customers now do before making decisions. Parents are spending time reading reviews, comparing experiences and seeking recommendations from other families and online communities. We feel customers are becoming increasingly recommendation-led rather than purely brand or pricefocused, using reviews and real-life feedback to guide their choices. This means trust, advice and personal experience remain a huge part of the service we offer. How important is your showroom experience in today’s market, especially when so much of the initial research happens online? Our showroom experience is the most important part of what we offer. While

many customers now conduct their research online before visiting us, the in-store experience is where we can really add value. We want to provide the right product from our showroom, but the customer’s needs will always come first. We have built strong relationships with families because they know we genuinely want what is best for them rather than simply making a sale. Listening to their research, understanding their lifestyle and helping them find a product that truly works for their family is at the heart of what we do. What role does social media play for BabyLuv? Social media is essential for BabyLuv and has become a huge part of how we connect with families. It helps raise awareness, engage with existing customers, reach new families and certainly drives footfall into the showroom. Although, from a personal perspective, the technical side of social media can sometimes feel like a challenge, we understand how valuable it is for sharing what we offer, showcasing products and building relationships with customers both before and after they visit us. Do you feel well supported by the brands you currently stock? I feel very fortunate with the support we receive from our brand representatives. They are always available to answer queries, provide product training and help us stay up to date with the brands we stock, as well as offering support with social media content. Their knowledge and support are invaluable, not only in helping us educate our customers but also in helping us continue to grow as a business. They are also incredibly approachable and supportive, and thankfully very patient, even when I make the occasional mistake.

Would you say that we are currently experiencing ample innovation and new product launches? I think we currently have a really good balance of innovation and new product launches within the industry. There is always something new and exciting to discover, but I would not want to see products changing too frequently, as it can become difficult for retailers and customers to keep up.

trade shows and “Nursery events are extremely

important to our business. They give us the opportunity to stay up to date with new products and innovations, ensuring we are able to offer families the very best options available.

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At the moment, there is enough innovation to keep things fresh while still allowing us to properly understand, recommend and support the products we offer. Finally, what are you most excited about in the nursery industry right now? I think the most exciting aspect of the nursery industry is the amount of choice and innovation available, while still maintaining a real focus on making products work better for families. We are seeing customers become far more informed through research and reviews, and they are looking for products that genuinely fit their lifestyle rather than simply following trends. For us, the next few years will be about continuing to listen to our customers, understanding their needs and ensuring we offer products that truly make a difference to everyday family life. We also hope to update our website while continuing to encourage customers to experience the benefits of visiting our showroom in person.

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spotlight PREGNANCY AND MATERNITY

Supporting Every Stage From pregnancy support pillows and maternity wear to post-birth essentials, retailers can help parents feel supported throughout every stage of their journey with a carefully chosen range of pregnancy and maternity products.

What dreams P

are made of Dreamgenii continues to support expectant parents with its award-winning collection of Pregnancy Support & Feeding Pillows, designed to provide comfort from pregnancy through to baby’s arrival.

Featuring a unique patented design, the pillows support the bump, back and knees while encouraging the left-side sleeping position recommended by UK midwives. Once baby is born, the versatile design transitions into a practical feeding support pillow, offering long-lasting value for parents. Available in a selection of contemporary colours and styles with removable, machine-washable covers, the Dreamgenii range provides retailers with a trusted, premium pregnancy essential backed by proven functionality and consumer appeal. For stockist information contact the below.

phil.bosher@babycentral.co.uk www.dreamgenii.com

regnancy and the weeks that follow bring plenty of changes, making comfort, support and practicality more important than ever. As parents prepare to welcome a new arrival, they’re increasingly looking for products that help them feel their best before, during and after birth. For retailers, stocking a well-rounded pregnancy and maternity range offers an opportunity to support customers from the earliest stages of parenthood while building loyalty that often continues long after baby arrives. Pregnancy support pillows remain one of the standout categories, helping expectant mums find a more comfortable night’s sleep, ease pressure on the back, hips and bump, and provide valuable support as their bodies change. Alongside these, maternity clothing continues to evolve with stylish, functional designs that offer comfort without compromising on confidence, making it easier for parents-to-be to stay active throughout pregnancy. The focus doesn’t stop when baby arrives. Pre-birth preparation and postnatal recovery products are becoming an increasingly important part of the nursery offering, with parents seeking trusted solutions that help make those first weeks a little easier. Nursing bras, breast pumps, breast pads, maternity underwear and post-birth recovery essentials all play a valuable role in supporting new mums as they adjust to life with a newborn. Products designed to aid recovery while providing comfort and convenience can make a real difference during this important period. With greater awareness surrounding maternal wellbeing than ever before, retailers have an excellent opportunity to showcase products that support parents throughout their entire journey, not simply once baby has arrived. By offering a thoughtful selection of pregnancy support pillows, maternity wear and pre and postnatal care essentials, stores can position themselves as trusted destinations for growing families, helping customers feel cared for from bump to baby and beyond.

COFFEE BREAK

Nursery Today takes a break with Weybury Hildreth’s Head of Sales, Ruth Rogers to gain her insight into pregnancy support products. Most expectant parents begin researching pregnancy support products online. What are you seeing in terms of consumer demand and how are mums to be approaching the purchase of pregnancy and support pillows today? Parents are increasingly informed and selective when choosing pregnancy support products. While improving sleep remains the primary motivation, we’re seeing growing demand for products that support overall comfort and wellbeing throughout pregnancy. Consumers are comparing designs more carefully and looking for solutions that offer value beyond pregnancy, such as feeding support and use during tummy time. Purflo’s pregnancy pillows have received recognition for their design. How important is the shape and construction of a support pillow and what difference can the right design make to comfort and sleep during pregnancy? Design is fundamental. As the body changes during pregnancy, support needs to evolve too. Through extensive user trials and focus groups, we worked closely with expectant parents to understand what they were looking for in a support pillow. The result is a design that helps promote comfortable side sleeping, supports key pressure points around the bump, back, hips and legs, and helps improve alignment and reduce discomfort throughout the night Beyond improving sleep, what would you say are the key benefits of using

a pregnancy support pillow and are there any common concerns or challenges during pregnancy that these products can help address? Pregnancy pillows can help relieve pressure on areas that commonly become uncomfortable during pregnancy, including the lower back, hips and pelvis. They also provide additional support when resting or sitting, helping parents feel more comfortable throughout the day. Many designs continue to be useful after birth, supporting feeding and other early years activities. What insights can you share about the pregnancy support pillow category as a whole, where do you see opportunities for retailers to educate consumers and grow sales within this market and how do Purflo’s award-winning designs help build confidence among both parents and retailers? Education remains a significant opportunity. Many parents are unaware that side sleeping is recommended from 28 weeks onwards, making this an important area where retailers can provide guidance. Helping consumers understand both the benefits of side sleeping and the role a well-designed support pillow can play in maintaining comfort will give their customers the confidence to buy. Trusted awards and industry recognition provide additional reassurance, helping parents feel confident in their purchasing decisions. nursery today

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spotlight PREGNANCY AND MATERNITY

Comfort and support Medela is one of the most respected names in maternity care and breastfeeding products, with over 60 years of industry experience.

Their range of nursing bras provides comfort and support. New mothers will love the Medela 3 in 1 Nursing Bra, which enables mum to breast feed easily or pump handsfree. For those struggling to get comfortable at night, the Medela Stay Cool Sleep Bra features breathable fabric and quick dry technology. Baby Brands Direct is proud to be the exclusive distributor of Medela maternity products in the UK. Register today for access to the brand’s high quality items.

www.babybrandsdirect.co.uk

Comfort for new mothers

Ergonimic innovation

The Inglesina Elysia Nursing Pillow brings ergonomic innovation to the feeding category, supporting both mother and baby with comfort-led design. Its shape helps position baby at the ideal height during feeding, encouraging better posture and helping reduce tension in the back, neck and shoulders. Suitable for the main breastfeeding techniques, including cradle, cross-cradle and rugby hold, Elysia is designed to adapt as baby grows. With two sides offering different densities for different stages, it provides tailored support from first feeds through to later feeding months.

sales@cuddleco.co.uk www.cuddleco.co.uk 20

Filling a much needed gap in the market, Lansinoh’s pre-birth and post-natal care range provides effective comfort and relief to new mothers.

Lansinoh’s selection of soothing balms, cooling pads and handy wash bottles are specifically designed to make the recovery process stress and pain free. Wholesaler, Baby Brands Direct, offers stock of Lansinoh’s pregnancy care range - including Lansinoh’s bestselling Lanolin HPA nipple cream, their Calming Bedtime Butter and the versatile Lansinoh Cold & Warm Post-Birth Relief Pad, which soothes perineal, haemorrhoidal or C-section discomfort. Another stand out product is the Lansinoh Post-Birth Wash Bottle, which features a upturned spout for ease of use. These innovative products, available online at Baby Brands Direct, help new mums feel at their best!

www.babybrandsdirect.co.uk

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Support for expectant parents

Vertsatile

nursery essential

The Mother&Baby Organic Cotton Feeding and Infant Support Pillow offers retailers a versatile nursery essential designed to support parents and babies through multiple early stages. Fitting comfortably around the body, it helps create a safe, supported space for baby during feeding, while encouraging a more relaxed position for parents. As baby grows, it can also be used for sitting support and tummy time. Finished with a GOTS certified organic cotton cover, it provides added reassurance for parents seeking gentle, considered materials close to baby’s skin.

sales@cuddleco.co.uk

Purflo’s Luna Pregnancy Pillow has been thoughtfully developed to support expectant parents through the physical changes of pregnancy and beyond. Designed to encourage a comfortable side-sleeping position, particularly from around 28 weeks when side sleeping is recommended, Luna offers gentle fullbody support with a softly sculpted bump panel and 5-point support for the lower back, pelvis, abdomen, knees and ankles. Soft, breathable fabrics help keep mums comfortable through the night, while the ergonomic shape helps reduce strain and promote restful alignment. Practicality has also been carefully considered, with a removable, machine-washable cover, washable cushion, integrated carry handle and travel/storage bag. Extending its use beyond pregnancy, Luna can also support feeding after birth and provide a soft, supportive space for supervised tummy time. Combining comfort, longevity and considered design, the Luna Pregnancy Pillow offers retailers a strong pregnancy-toparenthood product with clear gifting and cross-selling potential.

www.purflo.com

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profile GRACO

Parents, Connected:

How Technology and Insight Are Shaping Parenting Graco’s latest campaign, Parents, Connected, was created with a simple ambition: to understand what modern parents are really experiencing in the early months of parenthood, and to respond with support that feels relevant, human and genuinely helpful. At the heart of the campaign are fresh insights conducted by Mother & Baby, designed to uncover the role of technology in parenting today.

hat the findings revealed was striking. Parents are more digitally connected than ever, instinctively turning to online tools, apps and communities to navigate the chaos of newborn life. Yet despite this constant access to information, many still feel overwhelmed, exhausted and underprepared for the emotional intensity of the early months. This tension, between digital fluency and emotional strain, became the foundation of the campaign and the bridge to Graco’s newest innovation: the Eluma range, featuring intelligent Cry Detection Technology. Technology at the centre of early parenting The research shows that digital tools now play a big role in how parents manage. Google remains the first port of call for most, with eight in ten turning to it for sleep or feeding advice. Parenting apps have become part of daily routines, helping parents track crying, feeding and sleeping patterns. Social media, meanwhile, has evolved into an emotional support system, with more than half of parents using it for mental health and wellbeing advice. But the study also uncovered a deeper truth: information alone doesn’t soften the emotional load. Sleep deprivation remains the biggest challenge, with 43% citing it as the hardest part of early parenthood. And despite being digitally well equipped, three quarters of parents said their baby’s crying was far harder to cope with than they expected. This gap between what parents know and what they feel became the campaign’s central truth - and the reason Graco chose to focus on connection, reassurance and expertled support. Turning insight into action Parents, Connected brings together a network of trusted experts - including charity partners Crysis, PANDAS and specialists Fox and the Moon, alongside two parenting influencers. Through The Graco Village, Graco’s online parenting hub, families can access guidance, real-life experiences and practical advice tailored to the challenges highlighted in the research: crying, sleep and parental wellbeing. For Graco, the campaign was also an opportunity to show how technology can support parents in a way that feels intuitive and emotionally intelligent.

Aligning insight with innovation: the Eluma range The campaign created a spotlight for Graco’s newest techenabled products to shine. Both Eluma Sway Soothing Baby Swing and Eluma Nest Bedside Crib feature its Cry Detection Technology, which recognises when a baby becomes unsettled and responds with a tailored combination of motion and sound. Commenting on the range, Luisa Rollins-Svensson, Graco Marketing Manager, said: “We listen closely to how parents navigate life with a new baby and track the innovations shaping the nursery sector. Families trust Graco for well designed, good value products with features that genuinely make a difference. The Eluma range builds on that promise, offering an elevated, responsive solution at a time when parents are juggling information overload, emotional fatigue and the pressure to ‘get it right’.” Eluma Sway - smart soothing for everyday moments Eluma Sway Soothing Baby Swing is ideal for families seeking calm during the most demanding months. The Cry Detection Technology activates soothing motion, white noise, melodies or vibration when the baby stirs, giving parents a moment of breathing space without compromising comfort. Its modern design, intuitive control panel and organic fabrics make it both practical and stylish - a product built for real homes and real routines. Eluma Nest - intelligent comfort through the night New for 2026, the Eluma Nest Bedside Crib brings the same intelligent responsiveness into the sleep space. With Bluetooth connectivity, breathable mesh sides and a firm flat organic mattress, it offers safety, comfort and peace of mind. The contemporary design suits modern interiors, while the responsive technology supports parents through the nights. Both products are suitable from birth to around six months (9kg) and retail at £200, offering accessible innovation at a time when families need it most.

For further information contact the Graco sales team on 01889 808900 or uksales@allisonbaby.co.uk

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spotlight MONITORS

LeapFrog LF5817HD 7” Smart Video Baby Monitor

Monitor

matters Packed with smart technology and designed to offer parents greater peace of mind, infant monitors continue to be a dynamic and tech-led category.

or many parents, an infant monitor is one of those nursery essentials they simply would not want to be without. Whether it is checking on a sleeping baby from downstairs or keeping an eye on little ones while tackling the never ending jobs around the house, today’s monitors have become trusted companions that offer reassurance at the touch of a button. The category has come a long way in recent years. What started as basic audio devices has developed into an impressive range of products packed with clever technology. Parents can now choose from models featuring crystal clear video, high definition displays, night vision, two way talk and long range connectivity, while many premium options also include smartphone access, room temperature and humidity monitoring, sleep tracking and intelligent notifications. Technology continues to shape the category, with smart features becoming increasingly accessible across a wider range of price points. App connected monitors allow parents to check in from almost anywhere, while motion and sound alerts provide instant updates when something needs attention. Some models even use advanced technology to help parents better understand their baby’s sleep habits, reflecting the growing demand for products that do more than simply monitor. For nursery retailers, this makes monitors an increasingly valuable category to invest in. Parents are often prepared to spend a little more on products that provide confidence, convenience and lasting value, particularly when it comes to safety. Offering a carefully curated selection, from reliable entry level models to premium feature packed designs, gives retailers the opportunity to cater for every budget while encouraging customers to trade up as their needs evolve. Knowledgeable staff can also make a real difference. Helping parents understand the benefits of different features and explaining which monitor best suits their lifestyle can turn what may feel like an overwhelming purchase into a confident decision. With technology continuing to evolve and parents placing greater importance on convenience and reassurance, the infant monitor category remains one of the nursery industry’s strongest performers. Retailers that keep pace with innovation and offer expert guidance will be well placed to capture demand and build lasting customer loyalty. 24

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.

Parents are researching nursery products more extensively than ever before. What insights are you seeing into how parents research baby monitors, and how influential are reviews, social media and online parenting communities in the purchasing journey? Modern parents are approaching baby monitor purchases with a level of research depth historically reserved for buying cars and houses. Driven by an explosion of advanced baby tech and an emotional need for risk management, the modern nursery buying journey is intensely digital-first, highly collaborative and heavily reliant on peer-led validation. A major shift in modern parent research is investigating the total cost of ownership. Many premium smart monitors require monthly subscriptions to access long-term sleep tracking data or AI metrics. Parents are researching video breakdowns to find high-performing monitors that do not hide core safety features behind an unexpected post-purchase paywall, this being why neither VTech or LeapFrog have any subscriptions. Traditional marketing has lost ground to real voices, parents rely heavily on specialist baby product reviews to judge ‘real-world’ performance. Social platforms function less as a place of final purchase and more as engines for discovery and identity building. What are the biggest concerns parents have when choosing a baby monitor today? Are factors such as safety, reliability, connectivity, privacy and ease of use becoming increasingly important? Yes, factors like safety, reliability, connectivity, privacy and ease of use are becoming increasingly critical as baby monitors transition from more simple video monitoring devices into highly advanced, AI-powered smart home ecosystems. Modern parents are balancing a desire for high-tech data with growing anxieties about digital security and mental wellness. Ease of use and “Parent Fatigue” have increased considerably with certain smart baby monitors, overly complicated technology is a major deterrent for sleep-deprived parents. Which features are parents currently prioritising when purchasing a monitor? Have app connectivity, smartphone viewing, notifications and multi-camera systems become expected features? Parents are heavily prioritising health metrics, predictive sleep analytics and high-definition vision when purchasing a baby monitor. While app connectivity, smartphone viewing, and real-time notifications have become standard expectations for the tech-conscious majority, a notable countertrend has emerged where many parents are intentionally reverting back to local, non-Wi-Fi monitors due to cybersecurity and alert-fatigue concerns. We are also seeing consumers opting for larger screen sizes, some of the bestselling monitors for VTech and LeapFrog have a 7” display. Pan-tilt and zoon functionally remains a key driver, as is movement and sounds alerts and temperature and humidity monitoring. How important have companion apps become within the baby monitor category, and what role does app functionality now play in parents’ purchasing decisions? Companion apps have transformed from an optional, premium bonus into the primary control centre and a critical baseline requirement within the baby monitor market, app functionality has shifted from a “nice-to-have” into the one of the key influential factor dictating premium purchases. However; smart monitors still only equate to 25% of all purchases of baby monitors in the UK, video monitors are tracking at over half of all volumes sales. What opportunities does the baby monitor category offer independent nursery retailers, and how can stocking monitors help drive sales and engage customers throughout their parenting journey? The baby monitor category offers a powerful avenue for independent nursery retailers to capture high-margin sales, combat the rise of the second-hand market, and secure long-term customer loyalty. Offline specialty stores account for a large proportion of all baby monitor sales in the UK, driven entirely by parents seeking expert reassurance. Because tech-heavy purchases often cause anxiety, a specialist retailer is uniquely positioned to turn technical confusion into a high-value consultative sale. Looking ahead, what trends do you expect to shape the baby monitor category over the next few years, and how do you anticipate parents’ expectations evolving? The baby monitor category is undergoing a major transformation, evolving from simple video monitoring into predictive, AI-driven wellness ecosystems. Driven by advancements in artificial intelligence, IoT (Internet Of Things) and biometric sensing, the market is projected to expand significantly over the coming years. Monitors are transitioning from reactive sound alerts to predictive threat detection. Modern AI algorithms process video locally to recognize body alignment and track pixel-level movement. While wearable tech such as the Owlet Dream Sock remain popular for medical-grade tracking, there is a clear surge in sensor-free biometric alternatives and a move away from anything that relies on contact with baby. The industry is moving away from the strict divide between Wi-Fi and local radio-frequency (FHSS) monitors. Top-tier manufacturers are releasing dual-mode systems, these offer a dedicated local handheld screen for immediate home use alongside secure Wi-Fi routing for remote smartphone viewing. VTech and LeapFrog have dual-mode as standard on all of their smart baby monitors.

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spotlight MONITORS

Smart monitoring As parents increasingly look for products that offer both reassurance and intelligent insights, Nanit is setting the standard in smart baby monitoring.

Combining a crystal-clear overhead HD view with secure connectivity, Nanit helps parents stay connected to their baby wherever they are. Its advanced sleep technology goes far beyond traditional monitoring, delivering personalised Sleep Scores, detailed sleep analytics and Next Nap predictions to help families establish healthy sleep routines with confidence. Intelligent alerts and expert-backed insights provide valuable support during those early months, making Nanit a trusted partner for modern parenting. By blending sophisticated technology with an intuitive user experience, Nanit offers retailers a premium solution that meets growing demand for connected nursery products. It’s a category-leading innovation that gives parents greater peace of mind while helping them better understand their baby’s sleep and development.

TEL: 0161 335 2500 sales@kooltrade.co.uk www.kooltrade.co.uk

Award-winning smart way to monitor Recognised as a Top 2 winner in the Innovation of the Year category by First Time Mums UK, the Hubble Nursery Pal Connect 5.0 Smart Baby Monitor combines smart technology with everyday reassurance for growing families.

Designed to help parents stay connected day and night, it pairs a 5-inch parent unit with remote viewing through the HubbleClub app, offering flexibility whether at home or away. Features include HD video streaming, infrared night vision, room temperature monitoring and two-way talk, alongside soothing lullabies, calming sounds and a builtin night light to help create a comforting sleep environment. Parents can also access sleep tracking, development insights and parenting resources through the HubbleClub app, providing additional support throughout the early years. For more information contact the below:

TEL: 0333 220 6070 | sales@rkwltd.com

Wearable

technology The Owlet Dream Sock is an awardwinning smart baby monitor designed to provide parents with greater confidence and peace of mind.

Worn comfortably on a baby’s foot, the Owlet Dream Sock tracks key wellbeing indicators including pulse rate, oxygen level, wakings and sleep trends, delivering realtime insights via the Owlet Dream App. Suitable for babies from 0–18 months, the Dream Sock combines advanced technology with a comfortable, secure fit to help parents better understand their baby’s sleep and wellbeing. Trusted by millions of parents worldwide, Owlet continues to lead the way in connected nursery technology.

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Peace of mind

The Chillax DM568 Connected Baby Monitor combines advanced technology with everyday ease, giving parents complete peace of mind from day one. Featuring a crystal-clear 2K QHD camera, remote pan, tilt and zoom, dual-mode Wi-Fi and non-Wi-Fi viewing, and a portable 5-inch parent unit, it offers flexible, secure monitoring both at home and on the go. Built-in sleep training, soothing night light, two-way talk and the ChillaxCare app help create the perfect sleep environment while keeping families connected. Recognised for its innovation and performance, the DM568 proudly received the Dadsnet Awards 2026 Gold Award and the Loved by Parents Best Buy Platinum Award.

www.chillaxcare.com

Nanit has redefined the baby monitor category with intelligent technology that gives parents greater confidence from day one. Combining crystal-clear monitoring with personalised sleep insights and realtime alerts, Nanit delivers the premium features today’s parents are looking for. Stock the brand that’s helping families sleep better.

The Smarter Way to Support Modern Parenting nanituk.co.uk | sales@kooktrade.co.uk

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spotlight MONITORS

Keeping Parents

Connected

Baby monitors have come a long way from simple audio devices. Today’s parents are looking for reassurance, smart technology and products they can trust, making this an increasingly important category for retailers. We caught up with ebebek UK’s Baby Care Category Specialist, Melis Kurtay, to discuss changing consumer expectations, the latest technology trends and how a well-balanced monitor range can help retailers build customer confidence and increase sales. Parents are researching nursery products more extensively than ever before. From a retailer’s perspective, how are parents researching baby monitors today, and how influential are online reviews, social media and recommendations in driving purchasing decisions? Parents are researching baby monitors more thoroughly than ever, viewing them as an investment in both safety and smart home technology rather than simply another nursery purchase. Social media often inspires initial interest, but purchasing decisions are largely influenced by independent reviews, customer feedback and recommendations from other parents. Buyers want genuine experiences covering areas such as night vision, battery life and app performance, making customer reviews an important factor when we select products for our range. What are the key factors parents are looking for when choosing a baby monitor? Have priorities such as safety, reliability, connectivity, privacy and ease of use become more important in recent years? These are now essential expectations. As Wi-Fi connected monitors have become more common, parents are paying far greater attention to privacy and cybersecurity, often asking about secure video streaming and encryption. Reliable connectivity is equally important, with many families choosing hybrid monitors that combine FHSS technology for the parent unit with Wi-Fi access via a smartphone. At the same time, parents still want products that are simple to set up and easy to use, particularly during those sleep-deprived early months.

Have you noticed any changes in consumer purchasing behaviour within the baby monitor category? For example, are parents investing in more premium models, seeking greater value, or placing more emphasis on technology and smart features? We structure our range around a clear Good, Better and Best strategy, allowing us to meet different budgets and requirements.

“

Which features are proving most popular with your customers? Are app connectivity, smartphone viewing, notifications and multi-camera systems now among the most requested features? Looking at our current sales trends, these features are no longer considered premium luxuries. They are standard expectations. Our customers are looking for far more than a simple audio or video feed. They are increasingly choosing intelligent camera systems equipped with AI-powered smart notifications, including covered-face alerts, rollover detection and breathing movement tracking. Parents increasingly expect more than a standard video feed. Features such as smartphone connectivity, AI-powered notifications, movement monitoring and breathing alerts are becoming increasingly popular. 28

Larger 7-inch displays with remote pan, tilt and zoom, together with split-screen viewing for multiple cameras, continue to perform well. We’re also seeing growing demand for products that combine monitoring with features such as night lights and white noise, helping parents create a complete sleep environment.

AI-powered sleep tracking monitors remain popular with technology-focused parents, while larger screen video monitors continue to appeal to a broad customer base.

”

Entry-level models focus on dependable, affordable performance, while mid-range products offer larger screens and added convenience features such as pan, tilt and two-way talk. At the premium end, parents are increasingly interested in AI-powered sleep insights and real-time wellbeing monitoring. This approach allows every family to choose the level of technology that best suits their lifestyle. Is there a particular monitor model that is currently proving popular with your customers? Rather than one standout model, we’re seeing strong demand across several product categories. AI-powered sleep tracking monitors remain popular with technology-focused parents, while larger screen video monitors continue to appeal to a broad customer base. We also continue to see demand for movement monitors with under-the-mattress sensors, providing additional reassurance for parents looking for extra peace of mind. Are there any consumer insights or sales trends you can share that highlight how the baby

monitor category has evolved? Have customer expectations changed over the past few years? The category has evolved from simple audio monitors to video systems and now to products that provide sleep data and wellbeing insights. Parents no longer simply want to know if their baby is awake. Increasingly, they’re interested in understanding sleep patterns, room conditions and other factors that may influence their baby’s rest. Expectations have shifted towards products that provide useful information as well as reassurance. From a retailer’s perspective, what makes the baby monitor category an important one? How can offering a well-curated range help retailers increase sales, encourage add-on purchases and build customer loyalty? Baby monitors are often one of the first technology purchases parents make for their nursery, making them an excellent opportunity for retailers to build trust and long-term customer relationships. A clearly structured product range helps simplify the buying process, allowing parents to choose a monitor that matches both their needs and budget. The category also creates valuable opportunities for linked sales, including travel stands, additional mounting accessories, portable night lights and white noise machines, enabling retailers to offer complete nursery sleep solutions. Looking ahead, what trends do you expect will shape the baby monitor category over the next few years, and how do you think parents’ expectations will continue to evolve? Artificial Intelligence is expected to play an even greater role, with monitors becoming increasingly predictive rather than simply reacting after a baby wakes or cries. Future products are likely to analyse movement patterns and provide even more personalised sleep insights. We’re also expecting continued growth in contactless monitoring, with advanced camera technology capable of tracking breathing and movement without the need for wearable devices. As innovation continues, parents will increasingly expect monitors that combine convenience, reassurance and meaningful data, while remaining easy to use and secure.

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Award-Winning baby monitors

from VTech and LeapFrog Keeping families connected every step of the way

For modern parents, a dependable baby monitor is one of the most important nursery essentials. From watching over a sleeping baby to checking on an active toddler, video monitors provide confidence, convenience, and peace of mind throughout the day and night. For retailers and distributors seeking trusted baby monitoring solutions, VTech and LeapFrog offer a range of innovative products designed with families in mind. VTech continues to lead the way in smart parenting technology, and the RM7787HD Over-TheCot 7” Smart Monitor is a perfect example. Winner of the Loved By Parents Best Innovative Baby Monitor Award 2025, this advanced monitor delivers a clear overhead view of the cot without the need for wall mounting. Featuring high-definition video, pan-and-tilt functionality, motion detection, two-way communication, and app connectivity for remote viewing, it helps parents stay informed and reassured wherever they are. Also available is the LeapFrog LF5817HD 7” Smart Video Baby Monitor, winner of the Loved By Parents Best Baby Monitor Award 2026. Designed to give parents greater flexibility and confidence, the LF5817HD combines a 1080p Full HD camera with remote pan, tilt and zoom controls, colour night vision, and a selection of soothing sounds and lullabies. Parents can monitor their little one both at home and on the go through the LeapFrog Baby Care+ app, ensuring a secure and reliable connection wherever they are. By stocking VTech and LeapFrog baby monitors, retailers can offer customers dependable products that combine innovative features with ease of use and safety. Supported by the brands’ strong reputation for quality, comprehensive warranties, and dedicated customer support, these monitors make an excellent addition to any baby care range. Available from Murrays Health & Beauty.

www.murrayshealthandbeauty.com

JULY

JULY 2026 ISSUE

2026

ISSU

E 10 V

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Get Involved wtih

10 VOLUME 29

Cover Story BABY STYLE

Oyster4: Built For Growing Families

Future-proof vers atilit configurations and y, eight tandem long-term value make the Oyster4 an easy recommendation for parents planning beyond their first child.

hen customers begin shopping for a stroller, they’re rarely Value remains one thinking only about of the most influential today’s needs. Many stroller purchasing are already For many custom decisions. While premiu factors in considering future ers, this transforms products can sometim m family plans, whethe the conversation from es r that’s second child, siblings price justification, the Oyster4 require additional close in age or simply a decisions significantly to value, making purchasing a product that won’t wanting easier. strengthens its value ’s tandem capability naturally need replacing after Customers gain peace proposition. period of use. This a short of mind knowing is where the Oyster4 stroller can adapt creates a significant retail advanta if circumstances change their ge. than . Rather returning to the market Rather than selling in search of a new parents a stroller travel system, they that may only suit them for a year can simply expand their or two, retailers can Oyster4 setup with existing confi present the Oyster4 One of the bigge compatible accesso as a long-term investm dently st barriers to ries and configurations. While grows alongside ent that purchasing a prem tandem capability the family. Its ability attracts attention, the Oyster4 to convert from ium a single stroller into strolle ’s everyday usabilit r is the secure a tandem travel system fear of outgrowin y helps the sale. retailers a compel gives g it too quickly. ling solution to one of the most common concern Customers often s raised on the shop Retaile hesita fl rs can demonstrate oor: “What te when happens if we have another baby?” features that making a substantial immediately resona One of the biggest te with parents, investment barriers to purchas including: • Auto-fold function ing a premium stroller is because they worry ality with the seat the fear of outgrow attached in they’ both parent-facing ing it too quickly. Customers and world-facing often hesitate when replace it if their family ll need to positions. • Lie-flat seat suitable making a substantial investm from birth. ent because they • One-hand recline worry they’ll circumstances chang need to replace it adjustment for quick if their family circums e. changes on the move. tances change. With 19 approved configurations and • Adjustable calf rest, eight dedicated tandem headrest and harness options, it offers retailers that grows with the system and tangible answer a child. Retailers can confi to future family growth clear • Spacious 5kg shoppin dently demonstrate customers are expecti . Whether g basket for daily stroller: how the ng their first child, essentials. These practical features planning for a second, or preparin • Eliminates the need reassure customers g for twins, the Oyster4 choosing a future-p that to purchase a separat flexible solution that provides a roof stroller doesn’t stroller later. e double adapts to changin mean compromising on g needs. Instead of viewing everyday conven • Supports growing the stroller as a short-te ience. Parents managing families through multiple purchase, custom rm two children need • Accommodates ers can see it as a stages. equipment that remains easy siblings and twins product designed to support multiple to manoeuvre and using approved tandem configuratio stages of family life. dependable in daily use. The Oyster4 ns. delivers • Delivers with puncture-free greater long-term nursery today tyres, all-round suspens return on investm ion and lockable ent. swivel wheels that provide a smooth ride across a variety of

CoverStoryBabyStyl

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Exhibiting at Kind + Jugend or Harrogate International Nursery Fair? Put your brand in front of the nursery trade with Nursery Today, the ideal platform to highlight your stand, showcase your latest products, innovations and company news. August 2026 (Deadline: 30 July) Kind + Jugend Preview, Compact Folds, Feeding Equipment & Accessories, Baby Gifts, Meet the PRs, Creative Play, Dress Up & Role Play. October 2026 (Deadline: 17 September) Harrogate Int Nursery Fair Preview, Health & Wellbeing (Humidifiers, Purifiers and Mother & Baby Skincare), Playmats, Weaning, Baby & Infant Sleep Products, Licensed Products, Kind + Jugend Review (Stars of the Show). To find out more or reserve your space, contact Penny Franks on +44 (0)7758 224258 or email penny@lemapublishing.co.uk Book your space today and put your brand in front of the nursery industry. nursery today

! w ne

Rockit Prepares for Lift-Off into Toddler Sleep The award-winning British parenting brand expands with a clever new sleep-training clock.

ockit, the British parenting brand behind some of the country’s most-loved, award-winning baby essentials, has announced its boldest mission yet: a brand-new sleep-training clock designed specifically for toddlers. Rising Star, launching this July, marks the brand’s eagerly anticipated entry into the toddler space. Following the success of Rockit, Zed and Wooshh, products that have helped hundreds of thousands of families, Rising Star is the natural next chapter for the brand. Where earlier launches focused on the baby years, Rising Star turns its attention to the next stage of the parenting journey: helping toddlers understand when it’s time to sleep, when morning is on the horizon, and, crucially, when it’s actually time to start the day. At the heart of Rising Star is the use of simple traffic light colours. Red signals it’s nighttime and time to stay snuggled in bed, amber lets little ones know morning is nearly here and green is the all-clear - officially time to start the day. A child-friendly system designed to give little ones the independence to understand time on their own terms and give parents a few precious extra minutes (or hours) of rest. Where Rising Star truly takes off is in its built-in reward system. With every successful night’s sleep, parents can move the star a little higher up the strap. When it finally reaches the top, Rising Star erupts into a celebration of rainbow lights, and the child earns a star sticker to mark their stellar achievement. The result is gentle, consistent positive reinforcement that helps embed healthy sleep habits. It’s a system designed with the science of toddler behaviour in mind: small, visible wins that build routine and a sense of pride in their own sleep journey. Like every Rockit product, Rising Star is built for the realities of family life. It’s fully rechargeable, making it the perfect companion for holidays and sleepovers at 30

grandparents’ houses, ensuring the routine and rewards travel wherever your toddler goes. It can also be used without the strap on a bedside table, making it even more versatile. “Toddler sleep is one of the toughest missions parents face, and we wanted to make it feel less like a battle and more like an adventure,” says Matt Dyson, Co-founder at Rockit. “Rising Star takes everything we’ve learnt from years of helping babies sleep and reimagines it for the toddler years. It’s simple to use and easy to grasp and cleverly puts toddlers in the driving seat of their own sleep journey. There’s nothing more rewarding than seeing a child’s face light up when their Rising Star reaches the top of the strap and they pop a gold star on their star chart.” Rising Star launches in July 2026, RRP £34.95.

www.rockitrocker.com

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The Rewarding sleep clock of sleep clock - not only does it encourage children to stay in bed but it rewards them for doing so. children understand. Red, it's nighttime. Amber, it's nearly time to get up. Green, it's time to start the day! Move Rising Star up the strap every time your child stays in bed to reveal a surprise rainbow light show at the end of the week. The gold star sticker at the top of the strap can then be given as a reward for positive reinforcement. Rising Star is the sleep clock children love to stay in bed for.

www.rockitrocker.com

spotlight BOTTLES AND STERILISERS

Bottled up! Feeding essentials have come a long way in recent years, with innovation continuing to drive the bottles and sterilisers category. From anti-colic technology to time-saving sterilising solutions, retailers have plenty of opportunities to offer parents products that make everyday life that little bit easier.

hether parents are preparing for a new arrival or replacing wellused feeding essentials, bottles and sterilisers remain among the most important purchases they’ll make. It’s a category that has continued to evolve, with brands introducing thoughtful innovations that not only support babies during feeding but also simplify daily routines for busy families. Today’s bottles are packed with clever features designed to enhance the feeding experience. Anti-colic vents help reduce the amount of air babies swallow, while breast-like teats support a natural latch, making combination feeding a smoother transition for many families. Parents can also choose from a wide range of materials, including lightweight BPA-free plastics and premium borosilicate glass, giving them the flexibility to find the option that best suits their lifestyle.

“

Parents are increasingly prepared to invest in products that save time, provide reassurance and deliver genuine performance. By stocking a broad selection of bottles, sterilisers and complementary feeding accessories, retailers can cater for a wide range of budgets.

”

Sterilisers have undergone an equally impressive transformation. Long gone are the days when boiling water was the only option. Modern steam and UV sterilisers can sanitise multiple bottles, teats and accessories in just minutes, with many also offering drying and storage functions that help keep feeding equipment clean and ready to use. These practical, multifunctional products have become invaluable for time-poor parents looking for convenience without compromising on hygiene. For retailers, this remains a dependable category that combines everyday necessity with excellent upselling potential. Parents are increasingly prepared to invest in products that save time, provide reassurance and deliver genuine performance. By stocking a broad selection of bottles, sterilisers and complementary feeding accessories, retailers can cater for a wide range of budgets while encouraging repeat visits as little ones progress through their feeding journey. Across the following pages, we take a look at some of the latest products available to order now, showcasing the innovation, quality and practical features that continue to make this one of the nursery industry’s strongestperforming categories. 32

Supporting easy

transitions, naturally Every baby’s feeding journey is unique. Whether parents are combining breastfeeding and bottle feeding or introducing a bottle for the first time, BIBS Baby Bottles are thoughtfully designed to support smooth, natural transitions. The breast-like teat is inspired by the shape of the iconic round dummy nipple, creating a familiar sucking experience that babies already know and trust. Together with the built-in anti-colic valve, designed to reduce air intake during feeding, the bottle helps support a comfortable feeding experience while encouraging a natural latch. Available in premium borosilicate glass and lightweight BPA-free PP, the BIBS Baby Bottle range combines timeless Scandinavian design with everyday functionality. Multiple flow rates, interchangeable bottle components and a growing range of accessories allow parents to customise the feeding experience as their baby grows, offering flexibility without compromising on quality or aesthetics. For retailers, the BIBS Baby Bottle range represents an opportunity to build on the trust parents already place in the BIBS brand. As a natural extension of our iconic pacifier collection, the bottle range encourages cross-category purchasing while offering consumers a cohesive feeding and soothing solution. With premium design, high-quality materials and a growing feeding ecosystem, BIBS delivers a category that combines strong shelf appeal with long-term customer loyalty.

www.bibsworld.com

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spotlight BOTTLES AND STERILISERS

The right

The measure perfect match Baby Brands Direct, are pleased to announce the arrival of NUK’s Perfect Match bottles. These stylish bottles - available in Winnie the Pooh and Mickey Mouse themes - feature a skin-like silicone teat that encourages instinctive latching. The Flow Control Y-cut on the teat allows baby to easily regulate their drinking, so the flow of liquid is perfect for them every time. NUK’s anti-colic system helps to reduce air intake, which means fewer upset tummies and crying babies. These bottles are available to buy wholesale in a variety of designs and pack sizes at Baby Brands Direct.

www.babybrandsdirect.co.uk

Baby Brezza takes the stress out of feeding with innovative products designed to save parents time and effort. Best known for the Formula Pro Advanced, Baby Brezza automatically measures, mixes and dispenses a warm formula bottle to the perfect consistency in seconds. The range also includes bottle washers, sterilisers and dryers, helping parents simplify their daily feeding routine. New for 2026, the Baby Brezza SuperQuick Steriliser provides fast, effective sterilisation of bottles, soothers and accessories in just 10 minutes. Combining convenience, innovation and reliability, Baby Brezza products have become must-have essentials for modern families.

www.cheekyrascals.co.uk

Breast like feeding built for the future

Vital Baby’s breast like bottles are designed to make feeding feel natural and reassuring. The soft, flexible teat mimics the breast to support a familiar latch and easier transition between breast and bottle, while the anti-colic valves help to reduce air intake. For everyday convenience, the bottle self-sterilises in the microwave in just three minutes. Made with Vital Baby’s EarthSmart technology, the breast like range biodegrades in landfill environments without compromising style, practicality, safety or functionality - while also remaining fully recyclable - giving retailers a smarter, more sustainable feeding solution for modern parents.

www.vitalbaby.co.uk 56

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Premium

feeding

Dr. Brown’s has expanded its premium glass bottle collection with the launch of its charming new Elephant 150ml WideNeck Glass Baby Bottle, combining trusted feeding innovation with an eye-catching new design. Featuring an adorable elephant print, the latest addition brings a fresh look to one of the brand’s best-loved feeding solutions, offering retailers an attractive new option for parents seeking both style and functionality. Made from durable, heat and thermal shock-resistant glass, the bottle also features Dr. Brown’s clinically proven Anti-Colic internal vent system, helping to reduce colic, spit-up, burping and wind while supporting a comfortable, natural feeding experience. For stockist information contact Phil Bosher on the below.

phil.bosher@babycentral.co.uk www.drbrowns.co.uk

All in one solution

Dr. Brown’s continues to support modern parents with its award-winning Steam Bottle Steriliser and Dryer, an all-in-one solution that steam sterilises, dries and stores feeding essentials in one simple cycle. Designed to sterilise up to six bottles, as well as breast pump parts, soothers and teethers, the unit eliminates 99.9% of bacteria, mould and the yeast that causes thrush. Featuring HEPA filtration for purified drying air and keeping contents sterile for up to 24 hours when unopened, it offers retailers a premium, practical feeding solution that combines hygiene, convenience and everyday functionality for growing families. For stockist information contact the below.

phil.bosher@babycentral.co.uk www.drbrowns.co.uk

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Sterilisation designed for

modern parenting For more than 50 years, Vital Baby has been developing innovative, practical solutions that support families through every stage of parenting.

As the brand that pioneered UV sterilisation in the UK baby market, innovation continues to drive the category forward. Today, their third-generation UV Steriliser & Dryer combines faster sterilisation with improved energy efficiency, while contemporary colourways reflect the growing demand for products that complement modern homes. Designed by parents, for parents, it embodies Vital Baby’s commitment to creating safe, functional and sustainable products that make everyday parenting that little bit easier.

www.vitalbaby.co.uk

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feature ECO FRIENDLY

Greener

parenting choices Sustainability is no longer a niche trend in the nursery sector. For today’s parents, it’s fast becoming an everyday expectation. While many still take the time to research a brand’s environmental credentials before making a purchase, others simply assume that the products they buy will have been designed with sustainability in mind. Alongside safety, quality and value, eco-friendly credentials are now playing an increasingly important role in purchasing decisions.

ver recent years innovation has transformed the range of environmentally conscious products available. Organic cotton, for example, is now widely used across nursery essentials, offering a beautifully soft fabric that is grown using significantly fewer synthetic pesticides and fertilisers. Not only does this reduce the impact on the environment, it also helps protect the health and wellbeing of the farmers growing the crop. Elsewhere, manufacturers continue to find clever new ways to give materials a second life, with fabrics created from recycled plastic bottles and fast-growing, renewable bamboo now featuring in everything from textiles and changing accessories to everyday nursery essentials. Reusable nappies are another area that has come a long way. Today’s designs are slimmer, easier to use and far more convenient than many parents might expect. Considering that a baby can use around 5,000 disposable nappies before being fully potty trained, making the switch to reusable alternatives can dramatically reduce the amount of waste sent to landfill, helping to protect the environment for future generations while also offering long-term savings for families. Sustainability doesn’t stop with fabrics either. Products made from responsibly sourced wood, particularly those carrying FSC certification, give parents reassurance that the timber comes from well-managed forests where biodiversity and future woodland growth are protected. As an example, the industry’s commitment to innovation can be seen in Vital Baby’s EarthSmart collection. Rather than being a single eco-friendly product, EarthSmart is a growing range of everyday feeding and weaning essentials designed to reduce environmental impact at every stage of their lifecycle. The collection incorporates renewable materials, recycled plastics and plant-based alternatives where appropriate, while also using thoughtfully designed, recyclable packaging. This innovation reflects a wider shift across the nursery sector, where sustainability is now being built into product development from the outset instead of being treated as an optional extra. For retailers, embracing sustainability is no longer simply about meeting consumer demand. It’s about stocking products that reflect the values of today’s families while supporting brands that are investing in responsible innovation. As eco-friendly materials, manufacturing processes and product design continue to evolve, the nursery sector has an exciting opportunity to help shape a greener future, giving parents confidence that the choices they make today can have a positive impact on the world their children will inherit tomorrow.

COFFEE BREAK

For almost three decades, Bambino Mio has been at the forefront of reusable baby products, helping families make more sustainable choices without compromising on convenience. In this Coffee Break, Lesley Beach, Managing Director of Bambino Mio Ltd, discusses the evolving reusable market, the misconceptions that still exist, and why she believes products that support child development and school readiness will drive the next phase of growth. Bambino Mio has championed reusable nappies and potty training pants for nearly 30 years. Although the environmental and cost-saving benefits are clear, what are the biggest barriers to adoption? Perception is the biggest barrier. Our one-size Revolutionary Reusable Nappy looks like a disposable, but it’s performance-led with superior leak protection. It’s reliable, convenient, machine washable and quick drying, designed to make parents’ lives easier, not more complicated. Similarly, many parents view potty training pants as simply a step between nappies and underwear, rather than as an active learning product that helps children transition faster and more confidently out of nappies. Many parents are becoming increasingly conscious of their environmental footprint. What impact can switching to reusables have, and why is this message resonating with families? Increasingly, parents want products that are better for their child and the world they will inherit. An average baby uses around 5,000 disposable nappies compared with just 20 reusable nappies, while a pack of five reusable potty training pants can support a child’s entire potty training journey. The environmental and economic benefits make the message highly relevant for today’s families. Some parents may still worry that reusables are complicated or time consuming. How has product innovation helped make reusables easier and more convenient for modern family life? Our Elite Potty Training Pants are next-generation pull-ups designed for modern family life. Flexible and featuring a breathable cotton core, they provide the allimportant sensory wetness cues that help toddlers recognise when it’s time to use the potty, while still managing inevitable accidents. By contrast, disposable training pants are engineered to keep children dry. While this may seem beneficial, masking those sensory cues can unintentionally delay the potty training process, making it longer and more complicated than necessary. Awareness around reusables continues to grow. What initiatives is Bambino Mio involved in to help educate parents about the benefits and practicalities? Our Big Potty Reset is a nursery sector initiative designed to support earlier, more confident potty training, ease pressure on nursery teams, and reduce disposable waste and associated costs. It recognises that successful potty training relies on consistent collaboration between early years practitioners and families. For retailers considering expanding their reusable offering, what opportunities does this category present, and why is it an important area of growth within the nursery sector? Potty training is a key developmental milestone. Retailers have an opportunity to offer parents a solution that combines developmental benefits, sustainability and value, while meeting growing demand for products that support school readiness and independence. Looking ahead, what trends are you seeing in the reusables market, and how do you expect the category to evolve as sustainability becomes an even greater consideration for families? We’re seeing a shift from simply replacing disposables with reusable alternatives towards products that actively support child development. Potty training, independence and school readiness are becoming increasingly important purchasing drivers, particularly as concerns around school readiness continue to grow, with 26% of children starting Reception not yet fully toilet trained.

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Sustainability without compromise

Sustainability is no longer a niche concern in babycare - it’s an expectation. Vital Baby’s approach is rooted in practical, measurable impact rather than marketing-led promises. Through its multi-award-winning EarthSmart technology, the brand has developed products that biodegrade in landfill environments without leaving behind microplastics, while remaining fully recyclable and fit for purpose. This allows retailers to offer genuinely planet-conscious options without compromising on performance, safety or price. By integrating sustainability across everyday essentials - from feeding to weaning and healthcare - Vital Baby is helping make responsible choices easier and more accessible for modern families. Recognised with multiple industry and consumer awards, EarthSmart® is redefining what innovation in babycare can look like. By combining trusted product performance with meaningful environmental benefits, Vital Baby continues to help retailers meet evolving consumer expectations while driving growth through innovation that makes a genuine difference.

www.vitalbaby.co.uk

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feature ECO FRIENDLY

Helping little learners potty train while reducing big waste

Natural soothing

Baby Brands Direct are pleased to offer Philips Avent’s eco-friendly range of Ultra Air soothers to their wholesale customers! These new soothers are vibrant and colourful, attracting parents and kids alike with their fun animal and nature themed motifs. Even more attractive is the fact that they are made from 80% plant-based, sustainable materials. Philips Avent Ultra Air soothers feature an orthodontic silicone teat, which is designed to support natural muscle movement and reduce pressure between tongue and palate. The extra large airholes in the shield help to reduce irritation around baby’s mouth. Available at Baby Brands Direct in a range of colours and sizes, these soothers provide excellent care while being kinder to the planet!

www.babybrandsdirect.co.uk

Supporting

responsible forestry A much-loved bestseller from hauck, the Alpha+ is a wooden highchair designed to stay part of family life for years.

Crafted from FSC certified beech wood, it supports more responsible forestry while bringing the warmth and durability of natural materials into the home. The sustainable benefit continues in how long the chair can be used. With its adjustable seat and footrest, the Alpha+ grows with the child from first meals to family dinners, crafts, homework and beyond. Its strong wooden frame supports up to 90 kg, making it a lasting companion well beyond the toddler years. Safe, sturdy and timeless, the Alpha+ gives children a familiar place at the family table through many stages of growing up. For parents looking for a more considered choice, it combines responsible materials, everyday practicality and long-lasting value in one beautifully simple design.

Elite Potty Training Pants from Bambino Mio offer a reusable alternative to disposable pull-ups that actively support learning, independence and faster potty-training success. Unlike disposables, which keep toddlers dry and can mask important sensory cues, the Elite range allows toddlers to recognise wetness, helping them understand when it’s time to use the potty to transition faster and more confidently out of nappies. Machine washable and quick drying, they’re a practical solution for busy nurseries and environmentally conscious families. Made from soft, OEKO-TEX certified fabric, free from unnecessary chemicals and gels, they’re gentle on delicate skin while reducing waste, making them a smarter, more sustainable choice for potty training.

www.bambinomio.co.uk

No batteries required

The latest swing seat from Joie, whimsy is perfectly portable no matter where you are. Thanks to a simple wind-up mechanism, with no electricity or batteries needed, your baby can snuggle up in this cosy soother, anywhere. Simply turn whimsy’s handle and le the swing do the rest – no need to find the closest plug socket, stock up on batteries or go searching for and extension lead, making it not only easy to use but good for the environment. With three swing speeds and options for a back-and-forth swing as well as a side to side, you can customise your baby’s soother depending on their preference. The lift off seat turns whimsy into a portable rocker that is even easier to move from space to space.

uksales@joiebaby.com www.joiebaby.com

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Swimming towards a more sustainable future

Designed for little helpers

The hauck Learn N Explore is designed for little helpers who want to be part of everyday family life. Crafted from FSC certified beech wood, this sustainable Montessori learning tower supports more responsible forestry while bringing a warm, natural look into the home. Inspired by the Montessori idea of “help me do it myself”, it allows children to join in at eye level - whether they are baking in the kitchen, helping at the table or reaching the bathroom sink. This sense of involvement supports independence, confidence and social development in a natural, playful way. The sustainable benefit continues in its long-lasting design. With a stable wooden construction, three adjustable footplate heights and a load capacity of up to 40 kg, Learn N Explore grows with the child from the early years onwards. Practical, timeless and made for everyday moments, it is a considered choice for families seeking more sustainable everyday learning.

More than 200,000 disposable swim nappies are discarded every week in the UK, taking up to 500 years to decompose in landfill. For over 20 years, Splash About has championed reusable swim nappies with its flagship Happy Nappy range. Trusted for its award-winning design that provides reliable leak protection while meeting baby swim school requirements for a ‘double nappy layer’, helping to keep pool water clean without the waste associated with disposables. Sustainability extends beyond swim nappies. The brand’s eco-conscious water toy range includes Snippets, created from surplus neoprene, and Pufferfish, which are free from harmful chemicals and designed without squirt holes to prevent water retention and mould growth.

www.splashabout.com

www.hauck.de/en

Plant-based materials Naty BioEmbrace nappies combine high-performance protection with carefully selected plant-based materials designed for comfort against baby’s skin.

The range is independently certified by OEKO-TEX Standard 100, meaning every component has been tested for harmful substances to meet strict global safety criteria. BioEmbrace is the only nappy independently certified with 100% biobased materials in all parts directly touching baby’s skin, verified by DinCertco, offering a skin-safe choice without compromising on performance. Delivering up to 12-hours of leakage protection, the range also features extra-soft materials, including coconut fibres in newborn sizes, helping to support comfort, breathability and everyday reliability for conscious families. Sales enquiries please contact the below.

andy.williams@naty.com

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Smart Steps to Sustainability Sustainability is no longer just a trend, it’s becoming an expectation for today’s parents. From eco-conscious materials to smarter product design, brands are looking at new ways to reduce their environmental impact without compromising on safety, quality or practicality. Nursery Today caught up with Vital Baby’s Hannah Juniper to discuss the success of the EarthSmart range, changing consumer expectations and how innovation is helping shape a more sustainable future. Parents are becoming increasingly conscious of the environmental impact of the products they buy for their children. How do you gather insight into what today’s parents are looking for when purchasing feeding and nursery products, and what does that tell you about the growing importance of sustainability and eco-conscious choices? We gather insight through a mix of direct customer feedback, product reviews, retailer conversations, market research, social listening and the experience of our own team, many of whom are parents themselves. Parents want products that are safe, practical, reliable and good value. Increasingly, they also want those products to reflect their values. Sustainability is becoming part of the decision making process, but it isn’t always the deciding factor. Parents don’t want, and shouldn’t have to, compromise on safety, hygiene, functionality or affordability, so our focus is on creating more sustainable solutions that fit naturally into everyday family life. Vital Baby’s EarthSmart range has brought sustainability into everyday feeding products. How has the collection performed for the business so far, and what sort of feedback have you received from both retailers and parents? EarthSmart has been a really positive step for Vital Baby and has helped strengthen our position as a brand that is thinking seriously about the future of baby products and the planet we’re leaving behind for future generations. The range has received strong industry recognition, including Best Eco Product at the BPIA Awards, an Eco Award at the Progressive Preschool Awards and several parent tested awards. EarthSmart gives retailers a clear and credible sustainability message within everyday product categories that parents already shop. Parents and retailers alike have been incredibly receptive to the idea that they can make a more planet conscious choice without changing their routine or compromising on the practicality, safety and quality they expect from Vital Baby.

Sustainability is increasingly becoming an expectation across every market, including baby products. Some parents are actively looking for products with a strong eco message, but for many families it now sits alongside the other things they already care about, such as practicality, affordability and safety. We built EarthSmart into our products in a way that feels simple and accessible, without overcomplicating the messaging or increasing prices. Parents are busy and shouldn’t have to choose between a product that works well and one that’s more planet conscious. EarthSmart is about making responsible design part of everyday parenting, rather than treating it as a separate or specialist choice. Looking ahead, do you see the principles behind the EarthSmart range being implemented more widely across your feeding and weaning portfolio, and how important is sustainability when developing future products? Sustainability is a key consideration in how we approach product development across all categories. EarthSmart has allowed us to bring a more sustainable mindset into everyday feeding and weaning products, as well as healthcare and soothing, and we’ll continue to develop it into future products. More on that later this year. For us, it’s not about creating one isolated eco collection. It’s about expanding, developing and innovating both current and future products, making EarthSmart the expectation rather than the exception. Sustainability will continue to sit alongside safety, functionality, affordability and design as a key consideration in the development of future products. When it comes to reducing landfill and creating products for future generations, how can smart design and innovation help? It’s crucial that sustainability is considered at the very beginning of the development process, not as an afterthought. By understanding how families really

use products, brands can make better decisions around materials, durability, cleaning, reuse and end of life disposal. Historically, sustainable products have had a reputation for being fragile, impractical and expensive, which is where EarthSmart has changed perceptions. It’s important that products can be reused where appropriate, use fewer unnecessary materials and are easier to recycle, but I think these qualities are becoming increasingly common across baby products. Innovation also plays a role in making sustainable habits feel simple. Parents are far more likely to make responsible choices when those choices fit naturally into family life while still delivering the performance they need. As sustainability becomes an increasingly important topic across the nursery industry, what role do brands and retailers play in reducing environmental impact, and where do you think the industry still has the greatest opportunity to improve? Brands and retailers both have a responsibility to make sustainability easier, clearer and more accessible for families. Brands need to think carefully about the functionality, quality and affordability of the products they bring to market. Retailers also play an important role in helping parents understand those choices, both in store and online. I think the biggest opportunity for improvement is clarity and trust. Parents are rightly cautious about vague sustainability claims, fake reviews and misleading product information, so communication needs to be honest, straightforward and backed by genuine product benefits and credible claims.

Can you tell us more about the environmental benefits of the EarthSmart range? EarthSmart was developed to help address what happens to plastic baby products at the end of their life. Using EarthSmart technology, our products are designed to biodegrade in landfill conditions in less than five years without leaving behind microplastics. The products are also fully recyclable, so they can, and should, be recycled at the end of their life. EarthSmart simply means that if they are mismanaged somewhere along the way and end up in landfill, we’ve got that covered too. They’re designed to be durable, safe and practical for as long as families need them. When they’re no longer required, parents can dispose of them knowing they won’t have the same long term impact on the environment. Do you believe parents are actively seeking nursery and feeding products that make an eco statement, or is sustainability increasingly becoming an expectation rather than a selling point?

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spotlight BEDDING

Sweet dreams

ahead From swaddles and sleep bags to coordinated bedding collections, safe sleep products continue to be an important category for nursery retailers.

elping parents create a safe and comfortable sleep environment remains a priority, keeping baby bedding, swaddles and infant sleep bags high on many shopping lists. As parents become increasingly informed, they’re looking for products that combine trusted safety features with comfort, practicality and long-lasting quality. Soft, breathable materials such as organic cotton, bamboo and other natural fibres continue to attract attention, offering gentle comfort for delicate skin while also appealing to parents seeking more environmentally conscious choices. Swaddles provide an option for newborn sleep routines, while sleep bags offer a practical alternative to loose blankets, with a choice of tog ratings, seasonal options and easyaccess zips adding everyday convenience. Alongside functionality, design continues to influence purchasing decisions. Current collections feature calming colour palettes, including muted neutrals, earthy tones and soft pastels, alongside timeless prints inspired by nature, woodland animals and delicate florals. Coordinated bedding, swaddles and nursery accessories allow parents to create a cohesive look, while giving retailers the opportunity to merchandise complementary products together and encourage additional sales. For retailers, offering a thoughtfully curated range that balances safety, sustainability, style and quality helps meet the expectations of today’s parents while showcasing complete sleep solutions for every nursery.

Bedding with style

As demand grows for beautifully coordinated nursery essentials, CuddleCo’s Nursery Essentials collection offers retailers a versatile baby bedding range designed with both style and practicality in mind. Available in three designs – Cashmere Meadow, Ditsy Cherry and Cashmere Waffle. The collection includes 4-piece cot bed bedding sets, universal crib/co-sleeper bedding sets, fitted sheet packs and cosy comforter blankets. Crafted from soft, breathable cotton, each piece is designed to support newborn and toddler sleep while delivering the premium aesthetic today’s parents are seeking. Perfect for gifting and everyday nursery styling, the collection offers strong cross-category appeal.

www.cuddleco.co.uk

Safe to swaddle

Purflo’s 0.5 tog Swaddle to Sleep Bag has been designed to help newborns feel calm, secure and comfortable during warmer nights. Created as a safer alternative to loose blankets and traditional swaddling, it gives parents the option to swaddle baby with arms in, or transition to arms out as they grow, offering flexibility from birth to around four months. The lightweight 0.5 tog design is ideal for warmer room temperatures, while carefully placed airflow panels help support ventilation around baby’s torso and neck. An extended length allows little legs to kick and wriggle freely, with a hip-healthy design certified by the International Hip Dysplasia Institute. Practical details make everyday use easier too, from safe popper fastenings to a travel-friendly shape that supports sleep at home or away. Combining reassurance, comfort and versatility, it offers retailers a strong seasonal sleep solution for parents preparing for summer with confidence from day one.

www.purflo.com 42

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spotlight BEDDING

Super soft swaddling Copper Pearl have perfected their range of super soft swaddles to provide durability and stretch, while also offering a luxurious snuggling experience.

Their lightweight swaddles are perfect for keeping baby wrapped up comfortably, with their buttery soft texture nice and gentle against baby’s skin. The fabric’s stretch allows it to breathe, so baby won’t get too hot. The Copper Pearl swaddle range is available at Baby Brands Direct in a variety of prints and designs, so there’s plenty of choice to suit different tastes and styles. Baby Brands Direct is the exclusive UK distributor of the Copper Pearl range, with plenty of other co-ordinating products available.

www.babybrandsdirect.co.uk

Award winning comfort

Recognised with Platinum awards for both Best Nursery Bedding and Best Nursery Bedding Design, Chicco Bamboo Crib Sheets combine exceptional comfort with everyday practicality for modern families. Crafted from naturally hypoallergenic bamboo fibres, the sheets are gentle against delicate newborn skin, while breathable, moisture-absorbing fabric helps regulate temperature for a cooler, drier and more comfortable night’s sleep. The ultra-soft material retains its silky feel wash after wash, offering lasting comfort and durability. Compatible with the Chicco sleep collection, including the Chicco Next2Me Forever Crib, Chicco Next2Me Twins Bedside Crib and Chicco Baby Hug 4-in-1 Armonia, the award-winning sheets provide the perfect finishing touch to Chicco’s trusted sleep solutions. For more information contact the below.

Crafted from TEL: 0333 220 6070 | sales@rkwltd.com

100% cotton Designed to complement today’s stylish nurseries, Snüz’s bedding collection combines contemporary design with everyday practicality.

Crafted from super-soft 100% cotton, the range includes fitted sheets, sleeping bags, mattress protectors and bedding sets for cribs, Moses baskets, cots and cot beds. Featuring a selection of modern prints and calming colourways, each product is created to deliver comfort while enhancing the nursery aesthetic. Compatible with Snüz’s bestselling sleep products and designed for a perfect fit, the collection offers retailers an attractive opportunity to extend customer purchases with coordinated sleep essentials that blend quality, functionality and contemporary style.

TEL: 01789 734 022 trade@greensheepgroup.com

Snug with

Snuggo

The Red Kite Snuggo offers a cosy and practical solution for parents who want the comfort of a carrycot without the added bulk. Suitable from birth to around six months, it features a luxuriously soft padded interior, a supportive removable head hugger and an easy-fit design compatible with most strollers. Perfect for keeping little ones warm, secure and comfortable, the Snuggo is an ideal companion for everyday outings and family adventures.

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Premium sleep Crafted with comfort, safety and sustainability in mind, The Little Green Sheep’s baby bedding collection offers retailers a premium sleep solution for modern nurseries. Made from beautifully soft natural and organic materials, the range includes fitted sheets, breathable blankets, mattress protectors, sleeping bags and duvet sets designed to support safe, comfortable sleep from newborn through to toddler years. Thoughtfully created to combine timeless style with everyday practicality, each piece delivers the quality and performance parents expect. With calming colour palettes, premium craftsmanship and an emphasis on natural fibres, the collection is a valuable addition for retailers seeking trusted, design-led nursery essentials.

TEL: 01789 734 022 trade@greensheepgroup.com

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n ew! WonderFold Tummy time expands L Series with Chicco Supporting baby’s earliest moments of development, the new Chicco Tummy Pod Collection offers versatile, multi-stage solutions designed to grow alongside little ones from birth.

Available in both 3-in-1 and 4-in-1 options, the organic cotton pods transition from a cosy newborn lounger to a supportive tummy time base and play mat, adapting to different stages of early development. Dedicated tummy time support rolls help gently elevate baby’s chest and shoulders, encouraging comfort and engagement during play. The Chicco Tummy Pod 4-in-1 also includes an additional developmental toy bar with high-contrast and colourful double-sided toys designed to stimulate focus, curiosity and sensory exploration. Both featuring breathable mesh cotton inserts, machine-washable covers and water-resistant inserts, the Chicco Tummy Pods combines comfort, practicality and developmental support for growing families. Backed by Chicco’s trusted expertise and a three-year guarantee. For more information contact the below. TEL: 0333 220 6070 | sales@rkwltd.com

accessories offering WonderFold UK has expanded its growing L Series stroller wagon range with the introduction of two new accessories, providing retailers with additional upselling opportunities and giving families even more ways to customise their wagon.

The new L Series Flex Snack Tray and L Series Weather Cover have been developed to complement the recently launched L Series stroller wagons, enhancing everyday functionality while extending the accessories range available to consumers. Designed specifically for the L Series, the Flex Snack Tray features convertible cup holders that create additional snack space alongside fold-out side panels that transform into a practical tabletop. The accessory offers an ideal solution for keeping drinks, snacks and essentials organised during family outings. Joining the range is the L Series Weather Cover, designed to provide protection from rain and wind while maintaining ventilation and visibility for passengers. Purpose-built for the L Series chassis, it enables families to use their wagon comfortably throughout the seasons. The new launches complement existing L Series accessories, including the popular Parent Console, allowing retailers to merchandise a complete accessory ecosystem around the stroller wagon. The expanding range encourages additional attachment sales while giving parents greater flexibility to tailor their wagon to suit their lifestyle. For trade enquiries, contact Phil Bosher, Sales Director of Baby Central UK on the below. phil.bosher@babycentral.co.uk

Get ready to

snooze

Designed to keep newborn close from day one, the Red Kite Snooze Crib combines comfort, practicality and timeless style. Suitable from birth to around six months, it features breathable mesh sides for enhanced airflow and visibility, a generously padded mattress for peaceful sleep, and a handy storage shelf for everyday essentials. Whether placed in the bedroom, nursery or living space, the Snooze Crib offers a cosy and convenient sleeping solution for modern families. www.redkitebaby.co.uk

Graco brings soothing smart tech to bedtime Graco launches Eluma Nest Bedside Crib, the latest addition to its Eluma smarttech range designed to support families through the demanding early months of parenthood.

Eluma Nest uses integrated Cry Detection Technology that senses when baby becomes unsettled, responding with gentle motion and sound to soothe baby. With multiple soothing combinations, Bluetooth audio for personalised comfort, and a contemporary design that fits seamlessly into modern homes, it provides a smart, adaptable sleep solution from birth to around six months (9kg).

www.gracobaby.eu/uk

New Cookie

colourway

Fresh for the season, the much-loved Push Me Explor is now available in the beautiful new Cookie colourway. Blending warm, neutral tones with a sleek contemporary design, it’s a stylish choice for parents who don’t want to compromise on practicality. Lightweight, cabin-size approved and suitable from birth to 22kg, the Push Me Explor is built for everyday adventures, whether you’re navigating busy streets, travelling abroad or enjoying family days out. www.redkitebaby.com nursery today

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feature JONATHAN FEINGOLD

Taiwan’s Baby Gear Market:

Compact Sophistication, Safety In the latest instalment of his global nursery market series, Jonathan Feingold explores Taiwan’s unique baby products sector. Despite one of the world’s lowest birth rates, Taiwan continues to support a highly sophisticated nursery market built on safety, research, compact living and premium purchasing decisions. Jonathan examines the cultural, economic and retail factors shaping this distinctive market and explains why Taiwan remains one of Asia’s most influential destinations for baby brands.

aiwan may not be at the top of everyone’s travel list, but it is a fascinating, high-tech destination that blends elements of Hong Kong and Japan while maintaining a distinct identity of its own. It is home to my favourite skyscraper, the unique pagoda-style, earthquake-resistant Taipei 101. It is safe, vibrant and, yes, often very humid, but undeniably engaging, with a character that carries a flavour of the USA. Beyond its enjoyable atmosphere, Taiwan plays a crucial global role, particularly through its massive and highly influential semiconductor industry. It is also a key player in the baby goods market, serving as the home of renowned brands Joie and Nuna, which are, in fact, sister companies. Some nursery markets are emotional. Some are price-led. Some are dominated by online convenience and fast-moving promotions. Taiwan sits somewhere entirely different. This is a market driven by educated parenting, compact urban living, rising premium expectations and an almost uniquely Asian combination of practicality and aspiration. Taiwan may be geographically small, but its nursery market is one of the most sophisticated and brand-aware in Asia. However, Taiwan is not purely a luxury-driven market. It is better understood as a research-driven, trust-filtered and value-conscious premium market. Parents are willing to

spend heavily where safety, functionality and reliability are clear, but purchasing decisions are still shaped by careful comparison, practicality and long-term value. I have always found Taiwan fascinating because it combines elements of Japan, China and the West while still remaining culturally distinct. It has Japanese levels of organisation and attention to detail, strong Chinese family structures and gifting culture, yet also a modern international outlook shaped by technology, global trade and highly educated consumers. That unique blend defines the Taiwanese nursery industry. On the surface, Taiwan faces many of the same demographic challenges seen across East Asia. Birth rates are extremely low, the population is ageing and younger generations are having fewer children later in life. Yet despite shrinking birth numbers, Taiwan continues to sustain a remarkably resilient premium baby market.

A Tiny Birth Rate, But High PerChild Spending

As always, demographics tell the story. Taiwan has a population of around 23 million people, yet birth rates continue to fall sharply. After annual births remained around 135,000 in 2023 and 2024, the figure fell further to approximately 107,812 in 2025, representing a historic low. On paper, that should place enormous pressure on the nursery sector. However, much like Japan and South Korea, Taiwan compensates through exceptionally high spending

concentration per child. Families are smaller. Parents are older. Grandparents are heavily involved. The result is that each child becomes the centre of enormous emotional and financial investment. Taiwanese parents are often selective high spenders. They may invest heavily in core nursery categories such as strollers, car seats, feeding systems and safety products, while still comparing prices carefully on consumables, accessories and secondary purchases. Much of this spending is driven not only by premium aspiration, but also by a desire to reduce parenting risk and avoid making the wrong purchase. Taiwanese parents are highly educated, intensely research-driven and extremely safety-conscious. Products are scrutinised carefully, particularly around: • Safety certification • Material quality • Origin of manufacture • Engineering • Hygiene • Brand reputation • Warranty support • After-sales reliability Much like Japan, this is not a market where unknown brands can simply appear online and immediately gain trust. Reputation matters enormously.

The Apartment Economy Shapes the Market

One of the defining realities of Taiwan is urban density. Taipei, Taichung and Kaohsiung

remain highly apartment-driven cities where storage space, lift access and vehicle size heavily influence nursery purchasing decisions. However, Taiwan is not entirely defined by Taipei-style public transport and scooter usage. Areas such as Hsinchu and Zhubei contain large numbers of affluent dual-income technology-sector families who are more car-oriented while still valuing compactness and storage efficiency.

“

Taiwan is a market driven by educated parenting, compact urban living, rising premium expectations and an almost uniquely Asian combination of practicality and aspiration. Taiwan may be geographically small, but its nursery market is one of the most sophisticated and brand-aware in Asia.

”

As a result, Taiwan strongly favours: • Compact folding strollers • Lightweight frames • Easy-carry systems • Travel-friendly products • Multi-functionality • Space efficiency Parents frequently use smaller family vehicles, compact car boots, scooters

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and the Premium Asian Parent and public transport, making oversized American-style travel systems less practical for everyday life. However, Taiwanese parents often prefer products that balance portability with real-world functionality. The ideal stroller for Taiwan is therefore not necessarily the lightest or smallest product, but one that combines portability with stability, storage capacity and everyday practicality. The Taiwanese parent thinks constantly about convenience in movement. • Can it fit into a lift? • Can it fold quickly? • Can it be carried one-handed? • Will it fit into a compact car boot? • Can grandparents use it easily? • Is it practical for supermarkets, pharmacies, parks and short daily errands? These are critical purchase drivers.

Safety Is Not Marketing in Taiwan. It Is Expected

One of the most striking characteristics of the Taiwanese nursery market is the seriousness with which safety is treated. Taiwanese consumers actively research: • European certifications • Crash testing • Fabric standards • Chemical safety • Structural durability • Country of origin However, Taiwanese parents do not always analyse every technical standard in detail. Instead, they often look for broader trust signals such as: • Official distribution • Visible certification • Reliable warranty support • Strong retailer reputation • Parent-to-parent recommendations • Proven after-sales service Safety in Taiwan is not viewed as a

premium extra. It is treated as a baseline expectation. Importantly, safety alone is not enough. Products that are too heavy, difficult to fold, hard to clean or overly complicated for grandparents and secondary caregivers may still struggle commercially. For Taiwan, the strongest baby products are those that successfully combine: • Safety • Practical usability • Easy maintenance • Long-term durability • Reliable after-sales support Parents compare products extensively online before ever entering a store. However, unlike some Western markets, this research process does not eliminate physical retail. In fact, it often strengthens it. Parents arrive informed but still want confirmation through demonstration. The touch-and-test culture remains extremely important, especially for strollers, car seats and premium nursery furniture.

Physical Retail Still Matters Deeply

Despite Taiwan’s highly advanced digital economy, specialist retail remains enormously influential. However, Taiwan’s retail landscape extends well beyond department stores and premium boutiques. Trust-building occurs across a broad retail ecosystem that includes: • Baby fairs • Specialist nursery retailers • Regional independent baby stores • Chain pharmacies and drugstores • Warehouse-style family shopping • Department stores • Online marketplace ecosystems Physical retail in Taiwan is less about replacing e-commerce and more

about reinforcing purchase confidence. Parents often visit stores or nursery exhibitions to: • Test strollers • Compare materials • Ask installation questions • Evaluate warranty support • Assess product quality • Confirm brand credibility Baby fairs play a particularly important role within Taiwan’s nursery market because they allow consumers to compare multiple brands in one location while also accessing demonstrations, promotional bundles and peer feedback. Chain pharmacies and drugstores are also highly influential, particularly across: • Formula • Nappies • Wipes • Feeding accessories • Baby skincare • Health-related nursery products For many parents, pharmacies carry an additional sense of medical or professional trust, even when selling everyday baby products. Unlike some Western markets where physical retail is declining sharply, Taiwan still views stores as an extension of trustbuilding. Retail environments are generally clean, organised and highly curated, with presentation standards heavily influenced by Japanese retail culture.

You can contact Jonathan by email: jonathan@cls-intelligence.co.uk JonathanFeinGold July.indd 2

Online Growth Is Strong, But Platform Trust Dominates

Taiwan is an extremely digitally connected market. Online purchasing continues to grow rapidly, particularly through: • Shopee Taiwan • Momo Shopping • PChome • Rakuten Taiwan • Category-specific parenting platforms such as MamiLove However, Taiwan differs from mainland China because platform trust and retailer credibility remain more important than pure discounting.

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feature JONATHAN FEINGOLD

Taiwanese consumers are careful buyers. Parents may use Shopee for product comparison, seller variety and smaller accessory purchases, while Momo is often preferred for branded products, official stores, fast delivery and a stronger sense of retail reliability. PChome remains relevant, particularly for fast-delivery replenishment purchases, although it is no longer always the default firstchoice platform for younger parents in nursery categories. Category-specific communities and platforms such as MamiLove also play an important role because Taiwanese parents rely heavily on: • Reviews • Parenting content • Group buying • Parent forums • Peer recommendations Much like Japan, the path to purchase is often hybrid: • Online research • Social validation • Physical testing • Online or in-store purchase

The Brands Winning Taiwan Taiwan’s nursery market is influenced by Japanese, European and increasingly premium global brands. However, Taiwan is not dominated by a single country of origin. Brand strength tends to be category-specific rather than universal.

Japanese Influence Remains Powerful Japan’s proximity and cultural influence remain highly visible within Taiwan’s nursery sector. Combi performs exceptionally strongly thanks to its lightweight engineering, compact folding systems and suitability for dense Asian urban living. Aprica also commands significant consumer trust, particularly around safety, newborn comfort and practical usability. 48

Pigeon remains highly influential across feeding, hygiene and daily baby essentials. Japanese brands continue to perform particularly well in: • Feeding products • Hygiene categories Newborn care • Lightweight urban strollers Japanese brands succeed because they understand the realities of dense Asian urban parenting.

“

Parents read reviews extensively, compare products carefully, ask questions in parenting communities, visit stores, seek demonstrations and look for reassurance before making purchases.

”

European Premium Growth

Cybex has become increasingly aspirational among affluent Taiwanese parents, particularly among younger urban consumers seeking European styling and advanced safety positioning. Bugaboo maintains strong visibility among design-conscious parents, while Nuna performs exceptionally well due to its clean aesthetics, premium safety image and understated luxury positioning. Maxi-Cosi continues to hold strong car-seat credibility, particularly among internationally minded consumers. At the same time, practical midrange brands with strong safety credentials and good value-for-money

remain highly relevant across the broader Taiwanese market. Interestingly, Taiwanese consumers often favour premium brands that project understated sophistication rather than overt luxury.

What Taiwanese Parents Are Actually Buying

Current Taiwanese nursery trends strongly favour: • Compact travel systems • Lightweight strollers • Easy-fold functionality • Easy-clean fabrics • Washable components • Good ventilation • Car-seat compatibility • Premium safety credentials • Neutral colour palettes • Minimalist aesthetics However, Taiwanese consumers are not simply chasing fashionable design or the lightest possible products. The strongest-performing products typically balance: • Urban practicality • Safety reassurance • Elegant styling • Long-term durability • Storage functionality • Everyday usability Hygiene and maintenance also matter significantly. Easy-clean materials, washable fabrics and products that remain practical in humid conditions can be just as important as styling or brand image. Large, bulky nursery products struggle unless they provide very clear practical advantages. In practical terms, the strongest positioning currently appears to be: • Combi for compact functionality • Aprica for trusted Japanese engineering • Cybex for aspirational premium appeal • Nuna for modern luxury positioning • Pigeon for trusted everyday essentials

A Market Built on Education and Trust

What makes Taiwan particularly distinctive is that this is an intensely information-driven parenting market. Education here is not only about formal education levels. It is also about information density. Parents read reviews extensively, compare products carefully, ask questions in parenting communities, visit stores, seek demonstrations and look for reassurance before making purchases. Trust is built through far more than simple brand awareness. Taiwanese parents look for: • Official distribution • Safety signals • Reliable after-sales support • Retail credibility • Peer recommendations Evidence that products work well in real daily family life Purchasing decisions are heavily researched and rarely impulsive, particularly within safety-sensitive categories. However, unlike mainland China where status signalling can dominate certain premium sectors, Taiwan remains more restrained and practical. Parents want quality, but they also want functionality, authenticity and reliability. This creates a market where genuine engineering, thoughtful design and strong after-sales support matter far more than marketing hype alone. Even with falling birth rates, Taiwan remains one of Asia’s most attractive nursery markets because consumers continue demanding exceptionally high standards. The volumes may not be enormous, but the sophistication certainly is. Taiwan therefore remains a highly rewarding market for brands capable of delivering trust, compact innovation, premium quality, practical usability and genuine long-term reliability.

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BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines.

E N G L A N D N U R S E R Y T O D AY GERMANY BABY&JUNIOR NETHERLANDS BABY WERELD POLAND BRANŻA DZIECIĘCA S P A I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABY

BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Katja Keienburg katja.keienburg@babyundjunior.de bcmi@babycaremagazines.com www.babycaremagazines.com

BPIA notice board 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.

Supporting, representing and strengthening the nursery industry From the rapid rise of Artificial Intelligence and evolving product regulations to changing consumer behaviour and increasing online competition, nursery businesses are operating in an increasingly complex environment. Against this backdrop, the Baby Products Industry Association (BPIA) continues to support, represent and strengthen the sector, ensuring that businesses have access to expert guidance, industry representation, practical business insight and valuable networking opportunities. The first half of 2026 has been a busy and productive period for the

Association, with a clear focus on helping members navigate industry challenges, promoting innovation, strengthening representation and encouraging collaboration across the sector. From bringing the industry together at a successful AGM and networking event to launching a new website, championing product innovation and continuing to engage on key regulatory issues, the BPIA remains committed to ensuring that the nursery industry has a strong and influential voice.

Sharing knowledge and building connections One of the highlights of the year so far was the BPIA’s AGM, Seminar Programme, Awards Presentation and Networking Event, which welcomed members, non-members and Associate Partners from across the nursery industry to London. The event provided an excellent opportunity for delegates to reconnect, exchange ideas and discuss the opportunities and challenges facing the sector. A particular talking point was an eye-opening presentation from Sara Ludlam of Brabners LLP, who explored the opportunities and risks associated with the growing use of Artificial Intelligence in business. While AI offers significant potential to improve efficiency and productivity, delegates heard how the misuse of AI platforms could unintentionally expose confidential company information, compromise intellectual property rights and create unforeseen legal and regulatory risks. The seminar generated considerable discussion among attendees and highlighted the importance of businesses developing clear policies and procedures around AI usage. As AI rapidly becomes part of everyday business operations, understanding both the opportunities and potential pitfalls is becoming increasingly important for companies across the nursery sector. Delegates also heard from the BPIA’s chosen charity, NewLife, which supports disabled and terminally ill children and their families across the UK. Representatives outlined the 50

charity’s valuable work and highlighted the many ways nursery businesses can help through product donations, fundraising initiatives and volunteering opportunities. Jennifer Lake of Bug Grip also shared valuable insights into grant funding opportunities available to growing businesses, providing practical advice on how companies can access support to help accelerate growth and innovation.

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Looking ahead The launch of the BPIA’s newly redesigned website marks another important step forward, providing a modern hub for member communications, industry news, technical updates and Association activity. Over the coming months, the BPIA will continue to focus on growing membership, enhancing member benefits, strengthening relationships with international industry organisations and tackling the increasing presence of counterfeit and non-compliant products in the UK marketplace. At a time when businesses face economic uncertainty, changing consumer behaviour and evolving legislation, the value of a strong trade association has never been greater. The BPIA remains committed to helping the nursery industry adapt, innovate and prosper while ensuring that members have the support, representation and expertise they need to succeed. Businesses interested in learning more about the benefits of BPIA membership are encouraged to contact the Association and discover how membership can help them stay informed, connected and represented in a rapidly changing marketplace. Visit the website at www.bpia.co.uk or email: info@bpia.co.uk

A stronger voice for the industry Behind the scenes, the BPIA has continued to strengthen the support available to members while ensuring the Association remains well-positioned to represent the industry’s interests. Membership remains stable at around 70 companies despite the economic and demographic pressures affecting the nursery market. Meanwhile, the number of Associate Partners continues to grow, providing members with access to specialist expertise, business services and a range of exclusive commercial benefits. Careful financial management has also enabled the Association to strengthen its financial position over recent years. As a not-for-profit organisation, all surplus income is reinvested for the benefit of members and helps build reserves that can be called upon should the industry face significant challenges, such as product recalls, regulatory issues, legal matters or major lobbying campaigns. This prudent approach helps ensure that the BPIA remains a strong and effective advocate for the nursery sector both now and in the years ahead.

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Encouraging the next generation of ideas

Innovation has always been at the heart of the nursery industry and supporting the development of new products remains a key priority for the BPIA. Entries are now open for the 2026 BPIA Concept & Innovation Awards, which provide a valuable platform for inventors, designers, students and businesses developing new nursery and maternity products. The awards have a long track record of helping innovative ideas gain industry recognition and offer finalists the opportunity to present their concepts to an expert judging panel before showcasing them at the Harrogate International Nursery Fair in October. The BPIA is particularly keen to encourage entries that demonstrate strong commercial potential, a commitment to safety and a focus on sustainability and the evolving needs of modern families.

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