Pramland’s John Barker o ers a retailer’s perspective on the costs and challenges of shop oor displays.
The Nursery Store’s Christy Foster asks “June already – how did that happen?”.
editor’s letter
www.nurserytoday.co.uk
Here we are – already halfway through 2025! It really feels like the year is flying by, and before we know it, we’ll be hanging up tinsel once again.
Welcome to the June issue, where we explore a wide range of product categories, including sustainability and eco-friendly offerings, starting on page 12. As an ethical retailer, we were especially pleased this month to speak with Natural Baby Shower’s CoFounder, Victoria Hampson. On page 16, she shares her insights into the growing consumer demand for
Discover how Prestige Sleep combines natural fibres, zero landfill waste and handcrafted detail to deliver truly sustainable nursery mattresses starting on page 10.
eco-conscious baby products and how the industry is evolving in response.
This issue also features a variety of product focuses – sleeptime being a key one, starting on page 20. With infant sleep often a source of significant anxiety for new parents, we’re pleased to include expert advice from The Lullaby Trust’s Public Health Engagement Manager, Ellen Lithgow. Turn to page 23 for her guidance and practical tips to help retailers support parents in this vital area.
Our cover star this month is a company that puts both sustainability and sleeptime at the heart of its ethos. On page 10, discover how Prestige Sleep blends natural fibres, zero landfill waste, and meticulous craftsmanship to create truly sustainable nursery mattresses. In a sector where trust is paramount, Prestige Sleep stands out – building sustainability into every stage of production, from fibre to freight, as a foundational principle rather than an afterthought.
We also dive into the world of car seats on page 26. Don’t miss our expert interviews, including Joie’s Head of Product Development, Damon Marriott (page 33), Axkid’s Managing Director, Jayne Caul (page 35), and Cybex’s General Manager, Luke Burns (page 37), each offering valuable insights into trends and innovation within the category.
But that’s not all – over in Bouncers (page 42) and Highchairs (page 44), we
catch up with Ergobaby’s B2B Marketing Manager, Domestic UK and Distributors, Holly Brewer, who discusses how the bouncer category is currently performing. Meanwhile, Hauck’s Head of Sales, Helen Robinson, shares how the brand is leveraging its decades of expertise to grow and meet evolving consumer needs in the highchair market.
Our contributors also bring thought-provoking perspectives this month. On page 24, Pramland’s John Barker offers a retailer’s view on the cost and challenges of shopfloor displays. And on page 49, The Nursery Store’s Christy Foster shares her surprise at how quickly we’ve reached June!
Finally, a reminder – this month is your last chance to book a spot at the annual Nursery Today Golf Day! Taking place on 1st July at Puckrup Hall, the event promises a fun-filled day of golf, starting with a morning 9-hole Texas Scramble, followed by lunch and an 18-hole individual Stableford and team fourball competition. For good measure, there’s also a ‘Yellow Ball’ competition and a special trophy for 24+ handicappers. The day wraps up with a BBQ and trophy presentation, allowing participants plenty of time to head home by 8pm.
To reserve your place, contact Malcolm Naish at malcolm@lemapublishing.co.uk.
chestnut™ multi-mode highchair
Elevate every mealtime, playtime, and activity from birth to 6 years thanks to chestnut’s 9 di erent modes.
Aimee Cestrone, founder of Pippeta, named finalist in 2025 Allica Bank Great British Entrepreneur Awards
In North East Yorkshire and the Humber, UK – Pippeta has been named a finalist in the 2025 Allica Bank Great British Entrepreneur Awards, shortlisted in the Innovation Entrepreneur of the Year category.
Known as “The Grammys of Entrepreneurship”, the awards celebrate the most exceptional and inspiring business stories across the UK. This year’s shortlist includes over 800 entrepreneurs from every nation and region of the UK, all recognised for their innovation, impact and resilience.
Past winners include the founders of BrewDog, Grenade, ClearScore, Zilch, and Unbiased, many of whom were recognised early in their entrepreneurial journey by the awards.
Aimee Cestrone, founder of Pippeta, said: “We’re absolutely thrilled to be named a finalist. It’s an incredible honour to be recognised alongside some of the UK’s most exciting and ambitious businesses. This recognition is a huge testament to the hard work of our team and our mission to make feeding real easy for families everywhere with our specially designed tableware and expert approved, award winning breastfeeding range.” www.pippeta.co.uk
Bibado appoint Babybase
Weaning brand and developmental dining experts, Bibado, are proud to announce the appointment of Babybase as the UK distributor of its award-winning portfolio of expert-approved weaning products.
Babybase is one the UK’s longest-serving Nursery wholesalers, with over 25 years of experience. Andrew Kent, UK Sales Manager for Bibado, says of the partnership “Unrivalled expertise and connectivity in the industry, coupled with a genuine passion for our market-leading products, make Babybase a natural choice. Our combined market leadership and clout represent a huge opportunity to grow the footprint of a much-loved brand that is already in 1 in 5 UK households.”
Babybase will launch with a core line offering to UK independents. This comprises the original and best Bibado Coverall Weaning Bib – loved by experts and given the royal seal of approval by the coveted King’s Award for Enterprise in Innovation. The range also includes the multi-award-winning Dippit weaning
Bugaboo
and Joolz join forces to accelerate international growth
Bugaboo Group, a global brand in high-quality strollers and children’s consumer products, and Joolz, a fast-growing high-quality stroller brand, have agreed to join forces to accelerate their international growth and innovation in the worldwide stroller market.
Joolz and Bugaboo will combine their commercial strength, leading product development and engineering capabilities to further elevate the quality and design of their products. Bugaboo and Joolz will continue to operate as distinct brands, leveraging complementary strengths to capitalise on new and existing market opportunities globally. The transaction is subject to works council consultation and regulatory approval. Other terms of the transaction are not disclosed.
Adriaan Thierry, CEO of Bugaboo Group said: “The global stroller market is highly fragmented and offers enormous opportunities for high-quality brands. Us teaming up with Joolz is exemplary for our strategy of organic growth and growth by acquisition. Bugaboo and Joolz are distinct, yet complementary brands. But the quality of both brands is exceptional. Together, we will be able to innovate even better and faster. And we will be able to offer more choice in high-quality strollers to our customers in Europe, as well as the Americas, Asia and the Middle East, through our current and new distribution channels in those markets.” With Richard den Hollander, CEO of Joolz adding: “By joining forces with Bugaboo, we will be able to accelerate the exciting growth journey we have been on for the last five years, as Bugaboo is the strongest strategic partner who can and is willing to make smart and healthy investments in our brand. Our combined commercial strength, together with our mutual strong belief in consumercentric innovation, superior design, engineering and ESG, will enable us to build a global house of brands and driving strong growth in the high-quality stroller market across the globe. While we both consider ourselves international companies, our mutual Dutch roots and our commitment to quality, sustainability and our brands offer a solid foundation for our continued journey together.”
The combined company will employ 1,200 employees across design, engineering, manufacturing, marketing and sales, and supporting teams. Both Adriaan Thierry and Richard den Hollander will join the Management Team of Bugaboo Group. Adriaan will serve as CEO with overall responsibility for the group, while Richard will serve as Deputy CEO, focusing on integrations, business development and growth.
Next stop Manchester
The spring season of the Baby & Toddler Shows is over, and the organisers are delighted to share that they welcomed over 30,000 expectant and new parents. 13,301 visitors attended the Sandown Park show, and at their Glasgow show they delivered a record-breaking 17,534 visitors, with exhibitors reporting their highest ever sales and turnover.
Returning to Manchester Central on 5-7 September, the 20th edition since launching in 2013, now is the perfect time to book your stand. These shows deliver a great live marketplace for researching and shopping pregnancy, baby and toddler products and services. Join others to maximise your brand exposure and sell directly to thousands of new and expectant parents.
For more information email clare@babyandtoddlershow.co.uk
BABY CARE INDUSTRY STRATEGIC MAP
BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com
Pebble S + FamilyFix S wins top spot
Maxi-Cosi’s Pebble S + FamilyFix S has emerged as a category leader from the Spring 2025 European child car seat test ADAC, in the infant car seat segment. Earning an outstanding overall rating of 1.8 (GOOD), making it one of the highest-rated car seats for safety in its class.
This award-winning product joins the growing family of Maxi-Cosi’s top-rated car seats, reinforcing the brands commitment to safety, comfort, and everyday convenience for families across Europe.
Timeless charm
The new Venicci Claro Almond pram beautifully marries style and function with its warm, subtle Almond shade - a soft beige with creamy undertones that radiates cosy elegance.
Complemented by rich brown-gold details, this pram exudes timeless charm. The carrycot is lightweight yet durable thanks to ultralight EPP material, which resists heat, UV rays, and water.
The modern, streamlined design is both eye-catching and practical, featuring a higher carrycot and seat unit for all parents’ comfort. Enhanced ventilation, re ective safety elements, and agile gel wheels make every stroll safe, smooth, and e ortlessly stylishperfect for city adventures. Available now on pre-order. www.venicci.co.uk
Thule Elm RWF named test winner
Thule’s rst entry into the car seat market, with a modular car seat system, has now been declared a winner across all products and age groups, with the Thule Elm RWF achieving the top ranking in the latest ADAC child car seat test (05/2025), too. This rigorous, independent assessment is considered the gold standard for child car seat safety in Europe.
The Thule Elm RWF, tested together with the Thule Al Base, earned a 2,2 ranking as “Good” according to the ADAC scoring system, and the best in its class for both safety and ease of use. The Thule Elm toddler seat with full rotation and Thule Al Base scored 2.8, con rming its reliable performance and everyday usability as part of the same safe, modular system.
www.thule.com
Naturally Crafted.
Discover how Prestige Sleep combines natural fibres, zero landfill waste and handcrafted detail to deliver truly sustainable nursery mattresses.
Sustainability is the latest buzzword in baby retail. It’s all over packaging, slipped into product descriptions and woven into brand stories.
But look closer and the substance often fades. Many so-called ‘eco’ claims hinge on recycled wrappers or token materials, while the manufacturing process – where the real environmental impact happens –remains untouched.
In a sector where trust matters more than ever, Prestige Sleep offers a rare exception. From fibre to freight, they’ve built sustainability into every stage of production as a core principle, not an afterthought.
Manufacturing That Starts With Ethics
At Prestige Sleep, sustainability starts with the materials they choose to work with. Their natural range features British wool from highwelfare farms, responsibly sourced coconut coir and GOTS-certified organic cotton covers. These fibres are chosen for their provenance, renewability and ethical production.
Free of any harmful chemicals
But true sustainability means looking beyond your own footprint. That’s why Prestige Sleepthe UK’s leading nursery mattress manufacturer - takes a collaborative approach with its supply chain. Rather than demanding compliance, they work with suppliers to help them improve –sharing sustainability audit insights, encouraging waste-reduction strategies and supporting changes to freight and packaging systems. For some suppliers, it’s the first time they’ve
been asked these questions, never mind offered guidance.
Inside the Kent-based factory, that same ethos continues. Each mattress is handassembled using precision-cut components to minimise waste. Offcuts are repurposed or returned for recycling. Freight partners are selected for their low-emission fleets. And if a supplier can’t demonstrate sustainable practices, Prestige doesn’t proceed.
What’s Inside Matters
When it comes to baby mattresses, what’s inside really does matter. The materials that make up a sleep surface directly affect breathability, temperature regulation, durability and safety.
Each mattress is hand-assembled using precision-cut components to minimise waste. Offcuts are repurposed or returned for recycling. Freight partners are selected for their low-emission fleets. And if a supplier can’t demonstrate sustainable practices, Prestige doesn’t proceed.
We didn’t just wake up one day and say ‘we’re zero waste’. It’s been years of tweaking how we cut, who we buy from, and what happens to the materials that don’t make it into the final product “ ”
Lovingly hand-made in the UK
The natural range features British wool from highwelfare farms, responsibly sourced coconut coir and GOTS-certified organic cotton covers. These fibres are chosen for their provenance, renewability and ethical production.
Responsibly Made.
Yet many mass-market options still rely on synthetic foams, chemical flame retardants and low-cost fillers, materials that fall short on the natural reassurance parents are seeking.
Prestige Sleep takes a different approach. Their natural range is built using British wool, known for its ability to wick moisture and regulate temperature, keeping babies warm in winter and cool in summer.
Coconut coir, made from the husk fibres of coconuts, offers firm yet breathable support and is naturally resistant to dust mites. The outer fabric is an organic cotton twill, free from chemical flame retardants and synthetic coatings.
Every material is chosen for its sustainability profile, its performance benefits and its safety. For parents, that translates to a healthier sleep environment. For retailers, it means stocking a product that earns trust.
Zero Waste Isn’t Just A Goal – It’s Reality
For most manufacturers, waste is an accepted cost. For Prestige Sleep, it’s a design
challenge. Every mattress is precision cut to reduce offcuts and anything unavoidable is reused, recycled or returned to suppliers for reprocessing. Not a scrap goes to landfill.
Jack Nijjar, Managing Director, said: “We didn’t just wake up one day and say ‘we’re zero waste’. It’s been years of tweaking how we cut, who we buy from, and what happens to the materials that don’t make it into the final product.
“We’ve walked away from suppliers who couldn’t give us answers and chosen others who’ll take back offcuts and turn them into something useful. It’s not the easiest route, but it’s the right one.”
respun into new product. Even their transport partners are chosen for their emissions profile and commitment to finding solutions to working in a more sustainable way.
That ethos runs right through their supply chain. Foam offcuts become carpet underlay. Fibre remnants are
Transparency Parents Can Trust And Retailers Can Sell For Prestige Sleep, transparency is built into every layer of what they do. Every sustainability claim is backed by independent audits through SEDEX, a global standard for ethical supply chains and the rigorous Made in Britain certification, which required a full eightmonth audit of every process, from sourcing and staffing to material composition.
Retailers are even invited to visit the Kent factory to see the care that goes
into each hand-assembled mattress. In a marketplace full of claims, transparency has become a differentiator. And Prestige Sleep is proving that when you’ve got nothing to hide, you’ve got everything to gain.
What’s Next – Future-Proofing Baby Sleep
Sustainability isn’t a fixed point, it’s a moving target. And at Prestige Sleep, the journey is far from over. The team is currently exploring biodegradable components, recyclable mattress designs and modular construction that makes it easier to repurpose materials at end-of-life.
They’re also refining their natural range, including exclusive spring systems and expanding use of GOTScertified fabrics, to ensure it meets the evolving expectations of modern parents without compromising on support, safety or breathability. Because in a market where too many products are built for margins, Prestige Sleep remains focused on building something better: products made to last, made to trust, and made with the future in mind.
To learn more about Prestige Sleep’s handcrafted, sustainable nursery mattresses - or to explore bespoke retail partnerships - visit www.prestigesleep.co.uk or email enquiries@prestigesleep.co.uk
Green living
As environmental awareness grows, sustainability is becoming a key consideration for new and expecting parents. The nursery product market is rapidly evolving, with increasing demand for eco-friendly materials and responsible manufacturing practices. Today’s parents aren’t just choosing products based on aesthetics or price, they’re digging deeper into what items are made of, how they’re produced, and the long-term environmental impact.
With the growing demand for, as an example, organic cotton, rattan, bamboo, sustainably sourced wood and toxin-free baby bottles, bowls and cutlery, the nursery is undergoing a green revolution. Recycled materials are also playing a key role with many brands creating fabrics from recycled plastic bottles, used across a wide range of products from strollers and car seats to highchairs. All of these innovations help reduce land ll waste while o ering high-performance, durable materials.
As millennial and Gen Z parents are prioritising both child safety and the planet, the nursery is fast becoming a hub for the eco-conscious parent. We highlight products across the following pages that are all available to order now.
Effortless Style Meets Sustainability
Bring natural elegance to your nursery with the Aria Changing Table – a handcrafted piece made from sustainably sourced rattan. Known for its eco-friendly qualities, rattan is fast-growing, renewable, and harvested without harming the plant, making it a responsible choice for conscious parents. Its open-frame design helps smaller nurseries feel more spacious, while two roomy shelves beneath the raised changing surface keep essentials neatly within reach Each Aria piece celebrates the unique texture and warmth of natural rattan, o ering a light, organic aesthetic that brightens any space. www.cuddleco.co.uk
FSC Certified. Naturally Responsible.
hauck products made from FSC-certi ed wood support sustainable forestry and long-term product quality.
As a trusted name in children’s products for over 100 years, hauck is committed to developing high-quality items that combine safety, durability, and environmental responsibility. Key wooden products – including the Alpha+ and Arketa highchairs, the Learn N Explore tower, and the Balance Bike – are made from FSC-certi ed European wood.
The FSC (Forest Stewardship Council) certi cation guarantees that the wood originates from responsibly managed forests that protect biodiversity, prevent illegal logging, and support local communities. This creates transparency and traceability throughout the entire supply chain – from forest to nished product.
By choosing FSC-certi ed products, retailers and families alike support a more sustainable future while bene ting from trusted quality and design. hauck’s FSC-certi ed items combine thoughtful construction with ecological responsibility – values that are increasingly important to today’s consumers.
With hauck, sustainability isn’t a trend – it’s a value built into every product designed to grow with your child. info@hauckuk.com www.hauck.de/en
Shnuggle’s latest sustainable baby range: Making bathtime even more fun, while making a bigger splash for the planet.
Shnuggle, known for its practical and stylish award-winning parenting products, has taken a bold step towards sustainability with the o cial launch of its Eco Bathtime Collection—a thoughtfully curated selection of its most loved bathtime products, now made using recycled plastic.
At the heart of Shnuggle’s eco mission is a simple belief: caring for your little ones and caring for the planet go hand in hand. The brand’s new “Sustainably Shnuggle” initiative ensures parents no longer have to choose between functionality, aesthetics, and environmental responsibility.
“Our goal has always been to support parents through beautifully designed, high-quality products,” said Sinead Murphy, Co-Founder. “Now, with our increased focus on sustainability, we’re ensuring those products are also kinder to the world our children will inherit.”
A Sustainable Journey
Shnuggle’s sustainability journey encompasses every aspect of its business, from product design to packaging and shipping. The company
has eliminated plastic packaging, introduced recyclable paper tape, and adopted carbon-conscious shipping practices to reduce its environmental footprint. It also works with local charities to donate unsellable but perfectly usable products, helping reduce waste and support families in need.
Importantly, sustainability for Shnuggle means more than just using eco-friendly materials. It’s about creating durable, long-lasting products that don’t need to be frequently replaced and can often be repurposed as children grow.
Introducing the Eco Bathtime Collection
Available in a stylish Cookies & Cream colourway, the Eco Bathtime Collection is made from 98% post-consumer recycled plastic—meaning each product helps divert plastic waste from land lls, giving it a meaningful second life.
Making up the Eco Bathtime Collection is the Shnuggle Baby Bath (RRP £26.95), the larger sized Toddler Bath (RRP£45.95) and the Shnuggle Washy Bath Jug (RRP £8.95), for gentle, tear-free hair rinsing.
To learn more or explore the Eco Bathtime Collection, please contact uksales@shnuggle.co.uk | www.shnuggle.com
Fully tested to the highest safety standards, the collection maintains the comfort and usability parents expect from Shnuggle, while supporting a cleaner planet.
The Eco Bathtime Collection is just one part of a broader eco-conscious range from Shnuggle, which also includes:
Ellie Bath Toy Drying Caddy – a clever drying and storage solution for all your little one’s bath toys made entirely from recycled plastic.
Eco Touch Nappy Bin – a thoughtfully designed product intended to make nappy changes simpler, more hygienic, and environmentally friendly. With its one-handed ‘drop and go’ operation, dual-seal odour airlock, and cassette-free system, it ensures that nappy disposal is both convenient and sustainable and features a cassette-free design made from 100% recyclable plastic.
Better Bag Bin Liners – made from 100% biodegradable materials, these
liners help reduce environmental impact while e ectively trapping odours to keep your nursery fresh and clean.
Waterproof Sheets – super soft to create a dry and safe sleeping environment for baby, and crafted from breathable 100% Tencel jersey cotton, an eco-friendly fabric derived from sustainably sourced eucalyptus trees. Each product re ects Shnuggle’s mission to combine smart design, sustainability, and safety.
As eco-conscious parenting becomes an ever-growing priority for today’s families, Shnuggle is proud to lead the way with practical innovations that don’t compromise on style, performance, or planet-friendly values.
Natural choice
As sustainability becomes a central concern for modern consumers, particularly new and expecting parents, the nursery sector is under increasing pressure to evolve. In this interview, Victoria Hampson, cofounder of independent nursery retailer Natural Baby Shower, shares her insights into how consumer demand for eco-friendly baby products is changing and how the industry is responding. From the rise in informed, values-driven shopping to the ongoing challenges of sourcing truly sustainable brands, Victoria discusses what it takes to build trust and lead with purpose in a competitive retail landscape.
How has consumer demand for sustainable and eco-certi ed nursery products evolved in recent years, and what patterns are you seeing among new parents?
Over the past few years, we’ve have noticed a shift in a sector of consumer mindset, with sustainability moving from a ‘nice-to-have’ to more of a purchasing priority. New and expecting parents are increasingly looking for products that align with their valuesnatural materials, ethical sourcing, and a reduced environmental footprint. Some will do deep research before buying, and we’re noticing an increase in questions around manufacturing processes, recyclability, and the longevity of products.
Do you believe the nursery sector as a whole is keeping pace with the growing demand for sustainability, or is there still a signi cant gap in supply and innovation?
Progress is being made, but there is still a gap. Some brands are leading the way with innovative materials and transparent supply chains, but others are slower to adapt. The nursery sector as a whole is playing catch-up to what customers are increasingly demanding. We’d love to see more bold innovation and broader adoption of sustainable practices - not just in the product itself, but across packaging, distribution, and especially end-of-life solutions.
What specific eco-credentials or sustainability certifications do you look for when deciding to onboard a new brand or product at Natural Baby Shower?
We look for genuine commitment, not just a single certi cation. That said, recognised credentials like GOTS (Global Organic Textile
Our customers are value-driven rather than purely pricedriven. They are looking for quality and sustainability, and they understand that ethical production can cost more. However, the product still needs to deliver on function, durability, and design. There’s de nitely a willingness to invest in better products when there’s trust and transparency behind the brand.
Standard), OEKO-TEX and certi cations around fair trade and carbon neutrality are strong indicators. Beyond badges, we assess a brand’s materials, production ethics, packaging choices, and how transparent they are about their processes. We value long-term partnerships with brands that share our values and are on a clear path of continuous improvement.
Are your customers generally willing to pay a premium for nursery items that are sustainably made or have veri ed ecocredentials?
Yes, within reason. Our customers are valuedriven rather than purely price-driven. They are looking for quality and sustainability, and they understand that ethical production can cost more. However, the product still needs to deliver on function, durability, and design. There’s de nitely a willingness to invest in better products when there’s trust and transparency behind the brand.
How do you ensure the sustainability claims of the brands you stock are credible and not greenwashing?
We carry out detailed supplier onboarding and regular reviews. This includes reviewing certi cations, packaging audits, and asking direct questions about sourcing, materials, and supply chain practices. Brands that are genuinely committed are usually more than willing to share data and detail.
What are the biggest challenges Natural Baby Shower faces when trying to
maintain a fully sustainable and ethical product range in a competitive retail landscape?
One of the biggest challenges is balancing sustainability with availability and price. Many eco-conscious products have longer lead times and come at a premium, which can be difficult to align with customer expectations around convenience and cost. We’re proud to champion smaller brands with strong ethics, but they often have limited production - especially as they scale. It’s also a challenge to clearly communicate the value of sustainable products online, so we’re continually working to improve product information to support informed choices.
How do you manage sustainability and your own carbon footprint within your business?
Sustainability runs through every part of our business. Our HQ and warehouse are highly energy efficient and have achieved a BREEAM “Excellent” rating — a leading sustainability standard for buildings. We use only recycled and recyclable packaging and we’re working to measure and reduce our carbon emissions, including transport and last-mile delivery. Internally, we foster a sustainability-first culture and collaborate with partners and suppliers to continually improve our impact. We’re now developing a best practice AI policy, as this is an emerging area of energy use.
Recycled fabrics
The Maxi-Cosi Iora Air co-sleeper is designed to keep your newborn close, safe, and comfortable during those special first months.
Its sumptuously thick mattress and soothing rocking function ensure restful sleep, while the breathable all-round mesh maximizes air circulation.
With five height adjustments and an easy-slide co-sleeping function, it perfectly fits your bed. Lightweight and foldable, it’s ideal for both home and travel, with hidden wheels for effortless room-to-room movement.
Made with 100% Eco Care - fabrics made by plastic is broken down into pellets, spun into thread and then woven into fabric - it’s soft, sustainable, and stylish, blend seamlessly into any modern home. A large storage basket keeps essentials within reach for stress-free care.
www.maxi-cosi.co.uk
Sustainable. Stylish. Microplastic-Free
As awareness grows around the impact of microplastics on the planet and our health, today’s parents are seeking safer, sustainable, easy-to-clean alternatives to plastic.
Enter beaubaby - a new-to-UK mealtime range made from premium 18/8 stainless steel and food-grade silicone. Every piece is non-toxic, dishwasher-safe and built to last, reducing waste from short-lifespan tableware.
Available in three timeless colours, the range includes plates, bowls, cutlery and cups - as well as the beautifully packaged, gift-ready First Tastes Set. Designed for ecoconscious families, it’s a long-term alternative to a throwaway culture.
Now welcoming UK stockists. sales@beaubaby.shop www.beaubaby.shop
Beautifully crafted
The Little Green Sheep is dedicated to providing only the very best for babies. Specialising in beautifully crafted products made with organic materials, they o er the most natural and stylish baby essentials.
From award-winning Moses Baskets, baby mattresses and sleeping bags to supersoft organic baby bedding, The Little Green Sheep has everything parents need to create the com est and safest sleeping environment for baby. Constantly striving to improve the bedtime experience for families, The Little Green Sheep puts every e ort into creating high quality products that not only exceed expectations but allow parents to make the most of their baby’s precious rst few months and years.
Bambino Mio busts myths on Eco-friendly reusable nappies
Bambino Mio’s one-size Revolutionary nappy is the perfect choice when opting for reusables; created for comfort, reliability and convenience! Adjustable waist tabs and poppers means the t is suitable from birth to potty training. The super absorbent inner layer and customisable boosters ensure baby stays dry while the secure double-elasticated legs prevent leaks.
The Revolutionary is soft and safe, made from non-toxic materials, it’s convenient and hygienic; just machine wash at 40degrees with household laundry.
Eco-friendly and money-saving, the Revolutionary Reusable is the only nappy your baby needs. The ‘Give-it-a-go’ bundle with 5 nappies and liners is £89.99
For more information please contact the below. salesenquiries@bambinomio.com www.bambinomio.co.uk
Sustainable innovation
Vital Baby’s EarthSmart range is leading the way in sustainable innovation. From bottles and soothers to cups, weaning, and healthcare, all products made with their award-winning biodegradable technology break down in land ll conditions in unprecedented time, without compromising on quality, style, or performance.
EarthSmart is fully recyclable and doesn’t leave microplastics behind, giving retailers a truly future-facing solution that meets rising consumer demand for planet-friendly baby products.
With multiple new industry awards under its belt, EarthSmart proves that sustainability within the baby industry isn’t just possible but demanded too. hello@vitalgroup.co.uk www.vitalbaby.com
Innovation and Progress with Purpose
From planet-friendly products to trend-led innovation, Vital Baby’s refreshed range is built to support today’s parents - and the retailers that serve them.
Vital Baby are on a mission to make parenthood easier and more sustainable - without ever compromising on style or functionality or quality. As a proudly family-run British brand, they’ve been designing award-winning baby products for over 20 years, helping families navigate feeding, weaning, sterilising and everything in between. Following a major brand refresh, new product launches and industry- rst innovation, they’re building stronger than ever - and consumers and retailers are seeing the bene t too.
Innovation with impact - their groundbreaking EarthSmart technology is changing the game and rede ning what sustainability should look like in the baby category. EarthSmart products biodegrade in land ll conditions in remarkable time, without leaving behind harmful microplastics. Crucially, they remain fully recyclable, and just as highperforming, stylish and a ordable as ever. From bottles and soothers to weaning essentials
and healthcare items, their EarthSmart range o ers retailers a planet-friendly collection that meets rising consumer demand for conscious products — with no compromises. The technology has recently earned multiple industry and consumer awards, cementing EarthSmart and Vital Baby as one to watch in baby innovation.
This year alone, Vital Baby has picked up several major awards across multiple categories - from sustainability to product design. But what matters most to them is giving parents a brand they can trust and retailers a brand that sees results. That’s why they’ve invested in product innovation and updates, making their ranges more trend-led and design-forward - helping them stand out on shelves and resonate with modern families.
For more than 20 years Vital Baby have been proudly supporting not just mainstream retailers but also independent retailers across the UK, with recent launches in several independent baby stores and more to come. They believe independent nursery stores are the heart of our industry, and are committed to giving them the tools, marketing and product support they need to thrive.
Back in 2019, they became the first brand to launch a UV steriliser into the baby market - and they’ve just raised the bar again. Their new Nurture advanced pro UV steriliser & dryer is now the fastest steriliser and dryer on the market, giving parents unmatched speed, convenience and peace of mind. Designed to fit seamlessly into modern kitchens, it combines high-grade, energy-efficient performance with sleek, user-friendly design. Another example of
For
“ ”
more than 20 years Vital Baby have been proudly supporting not just mainstream retailers but also independent retailers across the UK, with recent launches in several independent baby stores and more to come.
how they continue to innovate ahead of the curve.
It’s not just their new launches making waves. Their unique Hygiene Aquaint cleansing water recently went viral on social mediadriving a major spike in consumer demand and brand awareness. As more consumers discover this game-changing, multi-functional product, retailers have an exciting opportunity to capitalise on its growing popularity, and not just in the baby sector.
With EarthSmart leading their sustainability story, a refreshed look and feel across their ranges, a stronger retail presence and viral products driving new customer interest, Vital Baby is entering an exciting new phase. Their brand is built on trust, driven by innovation, and growing faster than ever — with a full pipeline of product development and retail support still to come.
For retailers looking to o er more to their customers — more innovation, more conscious choices, and more standout design — there’s never been a better time to stock Vital Baby.
Safely Sleeping
The sleep time category continues to grow with innovation and safety at the core of products that are available which assist infants and parents secure a good night’s sleep.
Just like adults, babies’ and children’s sleep patterns vary. Newborns can sleep for up to 18 hours in a 24 hour cycle, three to six month olds on average eight hours or longer at night and six to 12 month olds up to 12 hours at night (of course during the night sleep can be disturbed as infants may wake for nighttime feeds or due to disturbance in sleep times patterns). However, that’s a lot of time spent in a crib, cot or toddler bed.
As such, more so perhaps with newborns, parental anxiety around infant sleep continues to in uence nursery purchasing trends, with a strong focus on safety, comfort, and simplicity. Organisations like The Lullaby Trust have shaped public awareness and o er safe sleep solutions and guidance.
Mattresses are at the heart of this category, with growing demand for natural, breathable materials such as coconut coir, paired with GOTS-certi ed organic cotton covers. Dual-sided mattress options which feature a rmer side for newborns and a slightly softer side for toddlers are also appealing to consumers as they o er longterm value and age-appropriate support, aligning with evolving sleep needs.
Alongside mattresses, bedside cribs continue to surge in popularity, o ering parents the comfort of close proximity, while maintaining a separate, safe sleep space for baby. These cribs support night feeds, reduce anxiety, and encourage bonding, especially in the early months. Equally sought-after are cots that adapt and grow with the child, converting from a newborn crib to a toddler bed. These modular solutions appeal to parents looking for longevity, sustainability, and investment-worthy nursery pieces.
Other trusted sleep-time products can include soft-glow nightlights, breathable comforters, bedding which have an emphasis on breathability, swaddles, and monitors.
Nursery retailers who o er curated, safety-led ranges and guidance rooted in expert advice are well-positioned to earn trust, support parents, and drive sales in this emotionally driven category.
Snüz - where sleep begins
Award winning nursery brand Snüz has been delivering sweet dreams in style since 2013. Built on the belief that parenting is made easier through a great night’s sleep, the brand has created sleep-centred solutions with an unwavering commitment to safety, quality, innovation and contemporary design. The brand behind the iconic SnüzPod.
Snüz has truly pioneered the category. With safety at its heart, functionality in its DNA and e ortless style in hand, the SnüzPod has become a symbol of comfort and security, trusted for its excellence and meticulous quality, in over 40 countries worldwide. With the recent launch of the Snuzpod5 – the 5th generation of its bestselling bedside crib – Snüz is set to support parents globally catch those allimportant ZZZ’s!
The Inglesina Welcome Pod is a newborn essential, thoughtfully designed alongside neonatal pediatricians to ease your baby’s transition from the comfort of the womb to the outside world.
Made with natural, breathable fabrics including soft bamboo fibre and cotton, it offers a cosy and soothing environment for rest. 3D mesh inserts promote airflow, helping to regulate baby’s temperature and ensure all-day comfort. The adjustable anatomical roll and openable base allow the pod to grow with your baby, making it suitable for use up to around 8 months. Designed alongside neonatal pediatricians to ensure comfort, safety and support for your baby comes first.
www.cuddleco.co.uk
Celebrating sleep
Sleep tech brand Rockit celebrates their 9th Birthday with plenty more to come.
Rockit developed their iconic stroller rocker back in 2016 and launched it the following year at K+J. At the time, little did the 3 dads behind the product know what a success it would turn out to be. Matt Dyson, Rockit co-founder, explains “I remember the nerves on the first day at Cologne. We’d never attended a tradeshow before, let alone launched a new product. As the day progressed the nerves disappeared, and the order book started to fill up. We ended up pressing the button on a container load of new stock as soon as we got home.”
Rockit have since developed several new sleep aids and have gone on to win numerous awards including 2 Queen’s Awards for Enterprise. Matt continues “At Rockit we’ve got several new products in development and are looking forward to continuing on our mission to help sleep deprived parents and their babies for years to come – watch this space.”
www.rockitrocker.com
Comfort, Cleanliness & Care
Crafted for comfort and durability, the Lullaby Mattress features a premium foam core that’s fully breathable, washable, and anti-microbial ensuring a fresher, healthier sleep space for little one.
Designed with two practical sides, the Lullaby o ers versatility to grow with baby. One side is wrapped in CuddleCo’s signature bamboo fabric, naturally hypoallergenic and anti-microbial to help maintain a cleaner, germ-free environment.
The reverse features a waterproof, easy-clean layer, perfect for those early potty training days. Thoughtfully designed to care for baby, built to last for years to come. Mother&Baby Gold Award-Winning Mattress 2023 & 2024. www.cuddleco.co.uk
Bedtime bliss
Rainbow Designs’ licensed cuddly characters make the perfect bedtime companion, whether in the form of a soft toy, comforter or nightlight - Paddington, Peter Rabbit, Winnie the Pooh, Harry Potter and Guess How Much I Love You, will be there to help little ones drift o to sleep. The adorable, and practical Peter Rabbit and Paddington Bear Bedtime Cuddles Nightlights, feature super cuddly soft toys of the much-loved characters. Little ones can snuggle up in bed with Peter Rabbit or Paddington, whilst the soft detachable lantern and marmalade pot, illuminate to provide a mesmerising light pattern and soft nightlight, whilst playing a soothing lullaby to help little ones drift o to sleep. According to Dr Amanda Gummer, Child Development Expert and Founder of The Good Play Guide, “snuggling up with a high-quality soft toy for bedtime is a great opportunity for children to develop reassuring emotional attachments and create their own sense of ease for their all-important sleep.”
The enchanting Wizarding World collection of adorable nursery toys includes baby soft My First Soft Toys and Comforters featuring Harry Potter; Hedwig, Harry’s pet Snowy Owl; and the much-loved free elf, Dobby. Also available are the Hogwarts house comfort blankets for Gry ndor, Slytherin, Hu epu and Ravenclaw, all helping to provide comfort and reassurance at sleep time.
Now available is the rst collection from Sri Lankan-based Tikiri Toys -the My First Safari Collection of organic soft toys and comforters. These beautiful plush toys are perfect for the smallest of hands to hold and includes characters such as Gerald the Gira e, Ernie the Elephant and Ethan the Hedgehog.
TEL: 01329 227300
www.rainbowdesigns.co.uk
Bedside Crib for Peaceful Nights
Sweet2Sleep is Graco’s award-winning bedside crib with a dropdown side that provides the perfect co-sleeping solution. As more parents seek safer co-sleeping alternatives, Sweet2Sleep blends safety and convenience. This lightweight crib features a dropdown side for e ortless nighttime cuddles, ensuring the baby is always within reach.
Suitable for newborns up to six months (9kg), it includes mesh sides for optimal ventilation and visibility, a 4-position tilt to alleviate re ux symptoms, and 11 height adjustments paired with a safety strap for secure bedside attachment. With these thoughtful features, Sweet2Sleep addresses parents’ concerns about broken sleep and establishing baby sleep routines.
Available in Oatmeal. www.gracobaby.eu
Anxiety around baby sleep
The Lullaby Trust’s Public Health Engagement Manager, Ellen Lithgow gives advice and their top tips for retailers to assist ease anxieties that new parents may have when we look at sleeptime.
S leep is a hot topic for parents and carers of babies. It also is one that comes with a lot of worry. Infant sleep is often surrounded by comparison with others, confusion, and so much con icting advice.
We hear daily from families concerned that their baby isn’t sleeping through the night, or wakes often. These anxieties are intensi ed by products and messaging that implies that something is wrong, or they are doing something wrong, if their baby doesn’t sleep a certain way.
In reality, every baby is di erent and baby sleep patterns are di erent from adult sleep patterns. They are supposed to be that way. Babies wake frequently, and do so for their own safety. Babies have shorter sleep cycles than we do, spending more time in lighter sleep. This helps to reduce the risk of sudden infant death syndrome (SIDS) by allowing them to wake if something is wrong (e.g. their face became covered).
Whilst SIDS is thankfully rarer now due to decades of research and awareness, it remains a worry for parents and carers. It’s crucial not to dismiss this worry, but reiterate that the steps to reduce the risk are simple, and there are charities like The Lullaby Trust that exist too. Please visit our website for more detailed information about baby safety and baby sleep patterns.
Our top tips:
• Train your sta on our safer sleep advice. We o er safer sleep training allowing you to equip your team with safer sleep knowledge so they can provide informed and supportive guidance.
• Avoid unproven claims or misinformation. Claims like ‘proven to help your baby sleep longer’ or ‘prevents SIDS’ contradict evidence-based safer sleep guidance, leading to more confusion and anxiety for families. It’s better to demonstrate how your product/s align with our safer sleep guidance.
• Let families know that as hard as it is, it’s usual for babies to wake often during the night. In fact, 1 in 3 babies will never have slept through the night by 12 months old.
• Signpost to trusted support from The Lullaby Trust. We’re here to support every baby and every family.
• Avoid celebrating ‘good’ sleep. So often parents and carers are asked questions like, ‘did they sleep through?, or ‘is your baby a good sleeper?’, which can increase parental anxiety.
97% of parents said that they would be more inclined to purchase a product if it had The Lullaby Trust’s logo on it.
If you’re keen to increase parental con dence in your products, contact Nicole, Corporate Partnerships Manager: Nicolew@lullabytrust.org.uk
Barking Mad
This month Pramland’s John Barker o ers a retailer’s perspective on the costs and challenges of shop oor displays.
Welcome to my corner of the Nursery Industry. I hope you’ve all been trading strongly and keeping positive as we head into the warmer months. This month I want to touch on something I know a fair few of you feel very strongly about. I want to look at the cost of shop floor displays and their importance, but more importantly the lack of support for stores from some brands.
We all know that our shop oor space is expensive. Every square foot in your store has to earn money if you’re ever to try and make a living. We are fortunate in that our store bene ts from height. We can elevate products and even encourage our brands to t us out with tiered stands so that we can display more vertically. Even with this apparent doubling up technique the cost of kitting out a store with everything you need and what the customer want to see is
extremely expensive. I’m a big advocate for displaying every colour of as many of our travel systems as I can and this is unfortunately a very costly practice. If a new product launches or there’s a complete colour change on a range of 6 or 7 travel systems, it’s a painful bill to pay. Some brands o er incentives in order to encourage us retailers to give them more shop oor space, but sadly I’m not aware of a single brand that provides shop oor models for free. Given the fact we are unable to sell a brands product without showing them I nd it staggering that this is norm in our industry.
Bricks and mortar stores are the life blood of the industry, they also account for the largest portion of the sales of travel systems, yet they are constantly playing keep up with online retailers that only want to shift boxes and drive the prices down. Over the previous
few issues, I’ve discussed online pricing, margins and how our industry has remained inflation proof for far too long – maybe helping with shopfloor stock is a good way for brands to show they appreciate us in store only retailers and they truly value our shop oors.
I’m led to believe that there are
“having the product on my shop oor for the customers to touch and experience? Surely this is of signi cantly more value to the brand. If I started invoicing them per square foot of display, I’d get laughed at. The problem is the brands will say they cannot a ord to give us all shop oor models for
I’m led to believe that there are stores out there that charge brands “marketing” fees for window displays and banner space on their websites. What can be more important than actually having the product on my shopfloor for the customers to touch and experience? Surely this is of significantly more value to the brand. If I started invoicing them per square foot of display, I’d get laughed at.
stores out there that charge brands “marketing” fees for window displays and banner space on their websites. What can be more important than actually
free. The cost would be astronomical – and I agree it would – but the brands expect and almost demand we do it and bare
the costs every year! Here’s a novel idea. . . the brands could o set the cost of signi cant reductions (or FREE for that matter) on shop oor stock by increasing the rrp on their goods. As I’ve mentioned previously, keep margins as they are but increase prices and we’ll bene t from it. Stores will have less outlay on displays and will be more likely to improve displays or increase ranges. This will result in better exposure for the products and increased sales. As the rrps are higher the stores will earn more (further incentivising them to sell the products) which will increase the amount the brands are earning.
Now, as I stated above, not all brands are a closed book on the issue of shop oor discounts. Some are signi cantly better than others – but in a recent chat I had with a couple of reps from di erent brands it’s amazing how they fully appreciated what I had to say. They even agreed that brands could do more to help us – after all, we will all bene t in the long term. To further compound the problem
add consumer shows into the mix. These shows take our reps away from us and put them on the other side of the coin as competitors to you and your stores. These shows cost brands money – money they tell us they have to spend in order to be relevant. But how many
large display area in the store. This came at a signi cant outlay, and we needed to see goods sales immediately in order to justify such outlays (fortunately it paid o for us on both accounts) but I would certainly think twice before investing as heavily again if it was
shopfloor discounts. Some are significantly better than others – but in a recent chat I had with a couple of reps from different brands it’s amazing how they fully appreciated what I had to say. They even agreed that brands could do more to help us – after all, we will all benefit in the long term.
people do these shows attract? It can’t be as many people as come through our doors every year! Surely turning their backs on consumer shows in order to support in store retailers is a more sensible use of that money and one that will bolster an industry with so many struggling stores. I’ve recently taken on two very big new brands, and both have a very
for a smaller or lesser known brand. Let’s do some maths. Taking a new brand in to store after you spend £2,500 on display stock means you’ll have to sell over £8,000 of that product just to pay for the display. That’s no small amount of orders and there is no wonder stores are reluctant to provide increased shop oor space for brands. Especially if that
brand simply turns up at a local consumer show working against you.
Finally, before I leave you all I just wanted to say hello to a good friend of mine – Mr Kevin Clarkson (or Paul as some of you may know him LOL) of Paul Strides in York. As you all must know already he has recently announced the closure of his store due to health reasons, this is a huge blow to the industry and he will be missed deeply. I just want to say a heartfelt THANK YOU to him for everything he has done for me over the years. Despite him being my nearest competitor he always helped when he could, never looked to pinch my customers (and I never tried to pinch his either).
It was a fabulous relationship built on mutual respect with a man so principled and knowledgeable. Kevin you are a true gent and I will never forget what you have done for me. Now, put this magazine down, pour yourself a glass of wine and sit back in you reclining garden chair – you deserve it!
Car seats are a legal necessity in the UK for children until they are 12 years old or 135cm tall, whichever comes rst with infants remaining rear-facing until 15 months.
The current UK regulations underline the critical importance of child safety in vehicles. However, for rsttime parents, choosing the right seat can be a daunting experience. The nursery industry is stepping up to support these parents by o ering expert-led guidance, in-store demonstrations, and educational resources. Nursery retailers are increasingly providing training for sta to deliver detailed product walk-throughs, ensuring parents make informed decisions based on safety and t.
Technological innovation continues to shape the car seat market. ISOFIX systems, side-impact protection, lie at, rotating seats and smart sensors that alert parents to incorrect installation or overheating are fast becoming
Perfect fit Sitting Pretty
standard features. These innovations not only boost child safety but also build consumer trust.
For nursery retailers, car seats present a pro table opportunity as they are a legal requirement, can create repeat purchases and o er the chance to build long-term customer relationships, remember - knowledge is king in this sector. Demonstrating expertise through hands-on demos and personalised advice is now often a key di erentiator in this competitive space for many nursery retailers.
Over the following pages we highlight car seats that are available to order now together with some great insight interviews with Axkid, Cybex and Joie and below a retail perspective with Jolly Tots.
In an industry where safety, innovation, and clarity are critical, Jolly Tots is a trusted independent nursery retailer guiding families through the often complex world of car seats. Managing Director Lorretta Owen shares her insights on the latest innovations in the category, how Jolly Tots helps simplify the buying journey for parents, and the role social media plays in educating today’s customers.
How would you assess the current level of innovation in the car seat category. Are brands truly pushing the envelope, or is there a gap between what’s needed and what’s delivered?
We’re nding that the car seat category is full of innovation, sometimes it can even feel a bit overwhelming, both for our customers and for us as a retailer.
We’re constantly learning new things and passing that knowledge on to our customers.
The Nuna Urbn and Joie Sprint are simply amazing for parents on the go, and they’ve been very popular in our store. Cosatto has recently introduced a folding car seat for air travel called On the Go, available in four adorable colours. Car seats designed speci cally for aircraft travel are still a relatively new concept.
We’re also seeing more competition among brands to o er the lightest infant carrier on the market. Many of our customers mention how heavy infant carriers can be, so this trend is de nitely welcome. We’ve recently become stockists of the Thule brand, and their new Al car seat base is very clever, it allows the seat to be placed on the base at any angle, rather than requiring precise alignment with connection points, which many customers struggle with.
Reclining infant carriers are another popular innovation. Customers love them, and we’re especially impressed by the Joie i-Level Recline, which can be belt- tted or used with ISOFIX. It’s available in three beautiful colours and comes at an unbelievable price point and is great on its own or as part of a travel system.
The new Silver Cross Glide Plus has also caught our eye. It features premium fabrics and is extremely userfriendly.
With so many car seat groups, safety standards, and installation types, do you nd that customers are overwhelmed? If so, how does Jolly Tots simplify the decision-making process?
Yes, absolutely, customers can be quickly overwhelmed by information overload.
Car seats can be one of the most confusing purchases. Parents often come in armed with facts they’ve read online or advice from friends, trying to understand the di erences between the R44 and R129 standards. On top of that, there are many groups promoting speci c brands, which can make the decision even harder.
Our motto is: “We provide something for every budget - we want your child in a safe car seat, whether your budget is £100 or £500.”
I usually start by asking whether they’re looking for a belt- tted seat or ISOFIX. If they’re unsure, we explain the pros and cons of both. Then we consider the child’s height, weight, their budget, and any preferred brands.
We o er in-store demonstrations on all our car seats, and we also show customers how the seat ts in their own vehicle.
As retailers, our goal is to make the car seat buying experience as simple and stress-free as possible. Many parents feel anxious about making the right choice, and it’s our job to replace that anxiety with con dence. We listen carefully to their needs and help them nd the best option without pressure. It’s about ensuring families feel safe, supported, and satis ed. Where do car seats sit commercially for Jolly Tots? Are they a strong driver of footfall and loyalty, or more of a necessary but complex product line? Car seats are a signi cant part of our business, they account for around 30% of our total sales, both in-store and online.
Two brands in particular, Nuna and Joie, perform exceptionally well. They’re trusted names with strong safety reputations, which heavily in uence buying decisions. Joie, especially, bene ts from high brand recognition and frequent word-of-mouth recommendations.
We’ve also noticed a growing trend: families are buying multiple car seats for one child - one for each parent’s car, and often additional seats for grandparents or other caregivers involved in childcare.
Many customers return to us when they need to buy the next-stage seat, or to purchase for other family members. That loyalty speaks volumes about the trust they place in our service and products.
How important are in-store demonstrations and ttings for car seats? As a safety product required by UK law, do parents still want that hands-on reassurance, even in an increasingly digital retail world?
Absolutely. At our store, we actively demonstrate car seats to help customers make informed decisions and ensure proper t and installation.
We’re here to help keep little ones safe. We o er a professional car seat tting service and are always happy to provide a free t check at any time in the future.
Our goal is to give parents peace of mind - because like us, they simply want the very best for their baby or child.
What role does social media play in car seat awareness and education for your business? Do platforms like Instagram or TikTok help demystify the category, or mainly drive product interest?
Social media plays a key role in raising awareness around car seat safety. The ability to break down complex topics into simple, digestible content is incredibly helpful.
Reels are especially e ective - short, visually clear videos resonate well with audiences. They allow us to show how a car seat works in real time and address common questions or concerns.
The option for viewers to comment and engage also creates a supportive environment where people can learn from others, not just from us.
Lorretta Owen
Smart Travel Made Simple
The Doona i combines the signature convenience and style that Doona is known for.
The revolutionary system is designed for life on-the-go, allowing you to easily move from car seat to stroller in seconds. With safety features and improved functionality, R129 certi ed and i-Size compliant, and comes with an ISOFIX base, o ering peace of mind every time you travel.
The new Doona SIP (Side Impact Protection) device attaches magnetically for added safety. From running errands to traveling by car Doona is the ideal solution for exploring the world with an infant! sales@cuddleco.co.uk
Turn, Twist, Travel
Graco, a trusted leader in child safety, o ers an extensive car seat range designed to provide seamless transitions as children grow.
Meeting i-Size R129 standards, its award-winning Turn2Me range, and award-winning SnugTurn System combines advanced safety, e ortless usability, and premium comfort - making them the ultimate choice for parents who seek value without compromise.
The SnugTurn System features a rotating base compatible with the SnugLite i-Size R129 (birth to 12 months) and SnugGo i-Size R129 (birth to four years, 40-105cm), o ering 180° and 360° rotation for easy access. It ensures extended rearward-facing safety, quick ISOFIX installation, and machine-washable plush fabrics for convenience.
For extended use, the Turn2Me Grow i-Size R129, supports children from birth to seven years old (40-125cm), with 360° rotation, seamless transitions across rearwardfacing, forward-facing, and highback booster mode, and Safety Surround True Shield Side Impact Protection.
The Turn2Me DLX i-Size R129, delivers e ortless 360° rotation, ideal for children from birth to four years (40-105cm). Designed for easy installation and comfort, it features TrueShield Side Impact Protection, one-click ISOFIX, ventilation for air ow, and plush newborn inserts.
www.gracobaby.eu
Perfect for every stage
The every stage R129 is Joie’s ultimate transporter with the latest R129 safety upgrades, that will take growing kiddos from tiny to 12 years.
Suitable rear facing from 40-105cm, using the 5 point harness and from 100-145cmusing the vehicle seatbelt. Featuring the Joie Tri-Protect headrest with three layers of foam and the Guard Surround Safety pod, the every stage R129 o ers optimal side impact protection.
Tough on the inside thanks to its reinforced steel shell, but soft on the outside with comfortable padded covers, the every stage R129 keep young travellers in optimal comfort on every adventure.
uksales@joiebaby.com www.joiebaby.com
The new Axkid Up™ redefines forward-facing safety with advanced technology, smart
Built to last, One 3 is a rear-facing car seat designed for children from 61 cm to 125 cm and up to 23 kg. Easily installed with ISOFIX, it guarantees safety and comfort for up to 15 years. design, and unmatched adjustability. The innovative HeightControl™ function boosts the child to the optimal seating height, allowing for ideal belt positioning and making
full use of the car’s own safety system. Designed to o er tailored safety for children up to 150cm and 50kg.
Use from birth
The Red Kite HOOP 360 Car Seat is an all-stages car seat which means it can be used from birth up to 150cm (approx. 12 years).
The seat rotates to allow easy access to getting a child in and out and bene ts from an extended rear facing seating position, allowing the child to stay rear facing up to 105cm (approx. 4 years).
With a luxurious padded seat and padded newborn insert, this car seat is designed to ensure a child travels in comfort and safety. The Red Kite HOOP 360 Car Seat is suitable from 40-150cm. Designed to grow with a child from newborn to 12 years old.
TEL: 01454 326555 www.redkitebaby.co.uk
One hand rotation
Easy to install
Kiddo’s can now ride in the ultimate safety, up to 7 years old thanks to the i-Prodigi from Joie, which comes with the highly regarded Swedish Plus Test certi cation.
The simple to use ISOFIX connectors keep a tight grip on safety by locking the seat rmly to the vehicle’s anchor points, for an easy one time install.
The extendable rebound bar means that kids of any size can cruise comfortably with plenty of space to stretch out as they grow, but the sleek frame, measuring 44cm wide means that i-Prodigi will t easily on your back seat. uksales@joiebaby.com www.joiebaby.com
The Pebble 360 Pro, part of MaxiCosi’s 360 Pro Family range, o ers safe, comfortable, and convenient travel from day one, especially when used with the FamilyFix 360 Pro base.
This base is the rst and only product of its kind that boasts one-hand rotation and slides toward the parents out of the car. The Maxi-Cosi Pebble 360 Pro2 has three recline positions, including a lie- at feature, and is approved for use on aircraft with TÜV certi cation, making it the perfect car seat for air travel. In terms of safety, this seat conforms to the highest i-Size safety regulations, has G-CELL Side Impact Technology, and ClimaFlow for temperature regulation. www.maxi-cosi.co.uk
Safety Meets Comfort
An industry 1st i-Size car seat offering superior safety, comfort, and style for children from 76–150cm (approx. 15 months–12 years), designed to grow with your child through every journey.
In a market where safety and innovation are paramount, Cozy N Safe has once again raised the bar with the Excalibur i-Size. A next-generation car seat that not only meets the latest ECE R129 standards, but also pioneers new ground with its unique 5-point harness approval up to 125cm.( Approx. 6/7 yrs)This makes the Excalibur one of the very first i-Size car seats on the market to allow children to stay in a harness for longer, offering enhanced protection during their most vulnerable years.
Designed for children from 76cm to 150cm (approximately 15 months to 12 years), the Excalibur blends advanced side-impact protection and robust construction with the flexibility modern families demand. Its multi-position recline, one-handed headrest and harness adjustment, and Isofix with top tether installation all contribute to effortless daily use, without compromising on safety.
Parents will appreciate the thoughtful details: breathable, padded fabrics for superior comfort on long journeys, and a sleek, stylish design that fits seamlessly into any vehicle interior. But what truly sets the Excalibur apart is its commitment to keeping children safer, for longer.
With the Excalibur i-Size, Cozy N Safe demonstrates that car seat innovation isn’t just about meeting regulations, it’s about exceeding them. Whether it’s the school run or a cross-country adventure, the Excalibur delivers premium protection and unmatched peace of mind.
enq@cozynsafe.com www.cozynsafe.com
Five-star safety
The BeSafe Beyond + Beyond Base was rated “excellent” in the latest Which? review, earning a top fivestar safety rating for its outstanding crash protection.
Scoring 76% overall, well above the 64% industry average, it stood out for safety, ease of installation, and child comfort. Features like low risk of incorrect installation, extended legroom, and ergonomic seating make it suitable from 6 months to around 6 years. James Harrison, UK Country Manager, says: “This result reflects our commitment to innovation and safety.” For more information contact the below. support.uk@besafe.com www.besafe.com
Game-changing
Axkid, leading Swedish child car safety brand, who prides itself on innovation and pushing the safety boundaries, has launched a gamechanging, forwardfacing car seat. Axkid Up launching this summer to provide unrivalled safety, versatility and comfort for children 100-150cm (approx 4 - 12 years old).
The first of its kind, available in the UK from June, the Axkid Up is designed with an adjustable seat and backrest to deliver a truly tailored fit, because one size fits nobody. By positioning children at the optimal height to benefit from the vehicle’s built-in safety systems, it sets a new benchmark for forward-facing protection, comfort, and adaptability – all without compromising the brand’s core commitment to ‘safety above all’.
To book your demo and learn more contact Axkid the below. jayne.caul@axkid.com www.axkid.com
The heart of Joie
With a mission to make premium safety accessible to all families, Joie has become a trusted name in child car seats across the UK and Europe. At the heart of this commitment is innovation rooted in real-world research, rigorous testing, and a deep understanding of parents’ evolving needs. Nursery Today spoke with Damon Marriott, Head of Product Development at Joie, to explore how the brand balances a ordability with compliance to the highest safety standards, adapts to legislative changes, and works closely with retailers and safety partners to support informed, con dent choices for families everywhere.
Joie has built a reputation for making safety accessible. How do your car seats meet UK and EU standards like R129/i-Size while remaining affordable for a broad range of families?
Our brand strength in child safety seats comes through our having in house ECE R129 dynamic testing facility, which can aid swift development of new variants as the standards change. With all our products being tested, developed and produced at our own factory facility, this helps ensure that the retail cost prices to the consumer remain affordable but go above the level of included features and quality that many other brands can achieve at those same price points.
We
Understanding car seat laws and best practices can be overwhelming for new parents. How does Joie work to increase consumer awareness and make correct usage easier for your retail partners both online and in-store?
We continue to offer various digital assets to our retail partners, for use both online and in store. Combined with a dedicated team of store trainers, who can educate the store staff not only on our entire product range but also in any changes to legislation to aid the education of the consumer too.
Joie products are often highly rated by organisations like ADAC and Which?. How important are these third-party endorsements to your brand, and how do you communicate their relevance to consumers?
Independent testing and reviews such as
those conducted by ADAC for child seats and WHICH? for the complete Joie product range are a huge bene t to the brand, giving consumer additional con dence that choosing a Joie product, even though usually at an a ordable price is by far the best option ensuring their precious cargo is secured safely wherever they are. Where applicable we will utilise the o cial logos of these awards on our digital images and assets, also providing emails and banners for use on partners websites.
With a wide range of options like i-Spin, i-Snug, and Every Stage, how does Joie help retailers assist their customers to understand which seat fits their child’s current stage, vehicle type, and travel needs?
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have such a diverse product range available for our retail partners, giving them the tools to create a bespoke portfolio tailored to their customer’s needs.
Joie has introduced safety features like Guard Surround Safety and Tri-Protect headrests. How do these innovations evolve with emerging research and crash-test insights?
These features have been an integral part of our ECE R129 development. We introduced the Tri-Protect on our first I-Size infant carrier, i-Gemm, back in 2014, and the Guard surround on our i-Anchor in the same year. The enhanced side impact systems help to absorb energy and give additional protection to the occupants of our child seats, thus has been honed and enhanced as the years have gone by and integrated into our R129/I-Size range of seats.
As convenience becomes a growing trend, for example 360° rotation, ISOFIX bases, and multi-stage seats, how does Joie ensure these features support, rather than compromise, safety?
Safety is always at the forefront of our designs; this is the primary aim of any seats development and is never compromised when new features are briefed into the development process. We will introduce additional indicators or fail-safe systems to ensure that the use of additional features, such as the 360o rotation are used correctly by the end user, ensuring that additional convenience can be used without compromise.
We have such a diverse product range available for our retail partners, giving them the tools to create a bespoke portfolio tailored to their customer’s needs. With Belted products offering great value without compromise on safety, ensuring those with commercial vans or older vehicles can still safely transport their children when ISOFIX isn’t available. With a range of products offering longevity, such as the Joie Elevate R129, Fortify R129, Everystage R129 and I-Spin XL we can ensure that consumers who may rarely transport the child can still get the best levels of safety combined with the value of a product that will last over 10 years. A product like the Elevate, for example, would be less than £1 a month and even the full featured ISOFIX rotating I-Spin XL would equate to just £2.50 a month. This means great value for money even if you’re only using the product once a month.
Joie is actively involved in partnerships with safety groups like Good Egg. What role do these collaborations play in educating parents and shaping safer buying and usage habits in the UK? We partner with these safety groups to help educate consumers at every level, as many will offer impartial advice to consumers and some will offer training to retail partners, helping to ensure the safety messaging is consistent, from online to verbal communications from in store staff.
A new era of forward facing safety. Axkid launches groundbreaking high–back booster seat.
UK market first from Axkid
Swedish child car seat safety brand, Axkid has introduced a game-changing forward-facing car seat. Axkid Up aims to provide unrivalled safety, versatility and comfort for children 100-150cm (approx 4 - 12 years old).
Axkid Up is designed with an adjustable seat and backrest to deliver a truly tailored t, because one size ts nobody. Children come in all shapes and sizes, forward facing seats don’tuntil now. By positioning children at the optimal height to bene t from the vehicle’s built-in safety systems, it sets a new benchmark for forwardfacing protection, comfort, and adaptability – all without compromising the brand’s core commitment to ‘safety above all’.
Axkid’s unwavering commitment to innovation and safety whilst taking on board customer feedback, has led to the launch of this forward-facing car seat to cater to the needs of parents. In a market still dominated by one-sizets-all solutions, Axkid Up arrives as a category rst innovation.
Not all kids are built the same. One size ts nobody - until now!
Many still believe a forward-facing seat suits both a 4 year old and a 12 year old equally well, which simply is not true. The di erence in height between a 4 and a 12 year old is signi cant, yet most forward-facing seats adopt a “one-size ts all” approach. Axkid has raised both the level of safety and the degree of
innovation in forward-facing car seats with Axkid Up. Axkid Up meets real-life needs of growing children while raising the safety standard. With Axkid’s patented HeightControl technology, it adapts to the individual needs of a growing child. The seat and backrest adjust independently to ensure precise belt positioning across the shoulders and hips to signi cantly reduce belt slack. This ensures the child can fully bene t from the car’s built-in safety features such as airbags and pretensioners which are designed to protect adults from 150cm and above. Tested up to 50kg (well beyond the required standard), it directly challenges the notion that a single forward-facing seat can suit every child, regardless of size.
Axkid believes they have identi ed a true gap in the market. As a brand, Axkid always recommends rear-facing travel for as long as possible, but with the knowledge that many children are turned forward too early - or stop using a car seat altogether - often due to misconceptions or lack of awareness, the priority is the safety of the child, where the right tting car seat can make all the di erence.
The ProtecBase steel frame and removable space-saving SnapGuard side wings both re ect years of research into child car seat safety by Axkid. Features such as the QuickFold foldable design and ErgoSupport, guarantee ease of use for parents and ultimate comfort for the child over long journeys.
Key features of Axkid Up – Designed for safety, comfort & growth.
HeightControl - Patented system that adjusts both seat and backrest height, ensuring the seatbelt is always perfectly positioned
ProtecBase - Reinforced steel frame with a built-in support leg for exceptional crash protection and added stability on the road.
SnapGuard - Detachable side impact protection wings for enhanced safety, comfort and space in the car.
QuickFold - Smart folding design that simpli es installation, storage, and transport.
ErgoSupport - Built-in lumbar support, inspired by Swedish ergonomic design, to promote good posture and ensure lasting comfort on longer journeys.
Crafted to grow with the child - suitable from 100 – 150cm and tested up to 50kg
Flexible installation - Can be safely installed using either ISOFIX or the vehicle’s seat belt, making it compatible with a wide range of cars.
Axkid Up launches this June at selected retailers and online at Axkid.com/uk, o ering a unique, premium forward-facing solution that bridges the gap between safety, innovation, and long- term usability. To nd out more information and book a demo, contact: jayne.caul@axkid.com www.axkid.com/uk
aboveSafetyall
When it comes to protecting children on the road, Axkid has built its reputation around a single, unwavering principle: safety above all. Nursery Today had the pleasure to catch up with Jayne Caul, Managing Director of Axkid UK, to discuss how the brand maintains its steadfast commitment to innovation and safety, and how it’s addressing the knowledge gap around extended rear-facing travel in the UK.
Axkid is known for championing extended rear-facing car seats. How does your brand continue to align with and exceed UK and EU safety legislation such as R129/i-Size, while maintaining your core philosophy? At Axkid, we pride ourselves on innovation and pushing the safety boundaries. Through our core commitment to ‘safety above all’, we aim to provide the very best protection and comfort for young adventurers, and peace of mind to parents around the world. All our products are tested to R129 regulation as a minimum. Our seats undergo further testing with ADAC, Plus Test, real-life testing and Axkid in-house testing. An example of the extra testing Axkid conducts, was through recent crash tests carried out with BMW, showing our commitment to going beyond the safety standards.
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Given the lower awareness in the UK compared to Scandinavia about the benefits of extended rear-facing travel, how does Axkid educate retailers to assist parents on its safety advantages and legal requirements?
Axkid published a child safety report in March 2025 reviewing car seat usage and behaviours in the UK, which highlights that much more needs to be done. Despite being up to five times safer in a frontal collision, our survey of 1000 parents in the UK and 1000 in Sweden found that just 22% of UK children aged two to four-yearsold remain in rear-facing car seats, putting them at increased risk of life-threatening injury in the event of a crash, compared to 83% in Sweden. Axkid is leading the way conducting such reports to understand the market. We recently held a car safety conference for retailers and press to educate key ambassadors in the industry, but in addition our team is constantly on the road training retailers and working with key stakeholders to communicate the safety benefits of rear-facing for as long as possible.
We have such a diverse product range available for our retail partners, giving them the tools to create a bespoke portfolio tailored to their customer’s needs.
Your seats regularly perform well in independent crash tests like ADAC and Plus Test. How do these ratings in uence your design process, and how do you use them to build consumer con dence in a competitive market?
We are proud that our R&D is in-house which allows us to fully control the design process. When designing new products and improving our existing ranges, we take on board not only all the independent crash test requirements, but also customer feedback on their requirements and our own in-house testing. We own our manufacturing which allows us to control the raw materials and quality in our products. Our products are crash tested using software and this is integral to the design and development process. Real-life testing is further conducted to ensure maximum safety is achieved. We over-test with weighted dummies and larger dummies to ensure the ultimate protection is achieved in crash-tests and real-world situations.
Can you walk us through the key safety technologies and features that di erentiate Axkid seats, such as ASIP (Axkid Side Impact Protection) or the self-tightening tether system from others on the market?
Axkid car seats bene t from many unique features, designed to ensure maximum safety, ease of use and comfort. All aspects have been carefully designed and developed to ensure a quick and smooth installation for parents, adjustable legroom for comfort and versatility, and extra safety features such as ASIP, self-tightening tether straps, SafeLock belt clamps, and ISOFIX to 23kg and 125cm. Each car seat we develop has unique trademarked technology which is designed with a particular age and stage of child in mind.
As the market shifts toward conveniencedriven features like 360° rotation and ISOFIX, how does Axkid balance innovation with your rear-facing safety principles?
As I mentioned previously, we constantly listen and take on board the needs of modern parents, and so we too o er products with ISOFIX and rotation such as the Axkid Spinkid. Axkid promotes rear-facing travel for as long as possible
and at least to 4 years old, so we do o er a range of seats for all children from birth, all which are designed with safety and convenience in mind.
Many parents struggle to understand when and how to transition between di erent car seat stages. How does Axkid simplify this journey, especially for those unfamiliar with rear-facing past age 4? We have various avenues we use in order to help educate parents. The Axkid website o ers informative content to help them understand the stages of car seat travel but also the bene ts of rear-facing and challenging the frequently asked questions that rearward-facing travel brings such as “what about space for my child’s legs”. All this content and more is published on our social media channels. We also work with parenting press and in uencers to talk to parents and di erent stages in their journey to communicate car seat safety, when to transition, and the bene ts of rear-facing travel. For customers who have purchased our car seats, we provide extensive guides and labels on our products, so they are always aware of how to use the product correctly as their child grows to maximise safety. Our customer service team is on hand to answer any queries our customers may have.
What are the biggest misconceptions UK parents have about extended rear-facing travel, and what initiatives, whether through retail partners, online campaigns, or demonstrations does Axkid use to challenge these perceptions?
Parents are primarily concerned regarding legroom of the child, but Axkid car seats o er extendable legroom that can be adjusted as the child grows. Parents also worry about not being able to see their child, but simply introducing a headrest mirror challenges this in a much safer way. There is a misconception that children won’t be able to see out of the window but they actually have a better view, as they can see out of the back and side window as the seats sit higher up in the car. Through our social media channels, educational videos, retailer training, in uencer ambassadors and consumer media activity, we work hard to challenge these misconceptions and give consumers the facts, so that they can make an informed choice that is right for their child.
The CYBEX CLOUD T… What’s Next?
Safety, innovation, and lifestyle are top priorities for CYBEX, aiming to always develop products that make everyday life safer and more comfortable for children. All products follow the CYBEX D.S.F. innovation principle, the unique combination of unmistakable design, the highest safety standards, and smart functionality - “For all tomorrow’s people”.
So, what’s next after a child has outgrown their CLOUD
T i-Size?
CYBEX believe parents should be given the freedom of choice when it comes to how they travel with their child in a car seat. Once the maximum limits of the infant carrier have been reached, parents can choose from the Sirona T i-Size or the Anoris T2 i-Size from the CYBEX Platinum range. Parents that are committed to rear facing until 4 years old should choose the Sirona T, however those unsure or looking to forward face from 15 months & 76cm should consider the Anoris T2.
If they want the comfort, convenience, and the interaction that forwardfacing travel brings, then the airbag technology in the Anoris T2 i-Size allows parents to do this in the safest way possible.
The Anoris T2 i-Size is the successor of the Anoris T. The gamechanging seat has industry leading airbag technology built into an impact shield which sits across the child. This airbag technology makes the seat 50%* safer than conventional forward-facing ve-point harness systems.
The Anoris T2 i-Size is a spacious seat with plenty of room to grow suitable from 76cm – 125cm, 15 months – approx. 7 years. The adjustable impact shield and headrest is perfect for a safe, snug t at every stage!
*when compared to a forward-facing harness child seat in a frontal crash. Results of internal testing using 2023 ADAC frontal crash test criteria.
The award winning CYBEX Cloud T i-Size is one of the most popular infant car seats in the market. It’s innovative stretch & recline technology creates a true lie at, ergonomic position; the angle in which it o ers babies is a rm favourite of many consumers and retailers alike.
In addition, the 180° rotation mechanism on the Base T is a feature that parents simply don’t want to live without. Parents being able to turn the infant car seat towards the car door e ortlessly to on and o -board the child in one simple motion has become the norm and a necessity for many new parents.
CYBEX’s superior all-round air ventilation on the PLUS fabric ensures a comfortable temperature in all seasons, featuring a specially designed 3D mesh structure that is six times more breathable that conventional material.
Customers should always aim to use their seat to the maximum limits, and the Cloud T can be used from birth to approx. 24 months (87cm/13kg).
Growing up, time for Solution G2
For when a child outgrows the Anoris T2 , the Solution G2 is a great seat to choose. Solution G2 was created with ease of mobility in mind, featuring a foldable design that makes it convenient to transport. When folded, Solution G2 is compact enough to fit in the boot of your car, providing 30% more space for all your essentials compared to its unfolded size. It’s lighter too, weighing just 5,8 kg, 20% less than Solution G i-Fix, folds in seconds and features a sturdy carry handle, making it easy for parents to navigate between cars, taxis, subways, or go on holiday.
Style meets safety
In a market where parents demand both high design and high performance, CYBEX continues to deliver. Nursery Today caught up with Luke Burns, General Manager at CYBEX, to discuss how the brand is pushing the boundaries of safety standards, empowering retailers, and setting new benchmarks with innovations like the Anoris T2 and its groundbreaking airbag technology, all while making safety as stylish as it is essential.
Cybex is recognised for integrating premium design with cutting-edge safety. How do your car seats meet and exceed UK and EU regulations such as R129/i-Size, and how does that influence product development?
At CYBEX, child safety is in our DNA, and is truly at the heart of everything we do. We aim to deliver the highest level of safety for children and our experts draw on years of experience to develop new innovations and patented technologies – always moving child safety in the right direction. On top of independent testing, our CYBEX HQ in Bayreuth also has its own rigorous crash testing facility to go above and beyond with safety testing.
With so many parents unsure of what’s legally required or best for their child’s safety, how does Cybex help give retailers additional knowledge to help guide them through the decision-making process particularly across the di erent age and stage categories?
We recognise that child seat safety can be complex, but it is essential we have a focus on empowering our retailers with knowledge and tools they require to support families. We o er regular product training both online and in person to our retailers. Last year we also ran 3 car seat safety Masterclasses to help our retail partners fully understand car seat safety and everything that CYBEX has to o er.
Your car seats frequently perform well in independent crash tests such as ADAC and Stiftung Warentest and also gaining Which? accolades. How does Cybex leverage these third-party validations to reinforce consumer con dence and credibility?
We pride ourselves on innovation and being ahead of the curve. We like to create the pathway for safer travel, and this is something we have done time and time again “
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These results and accolades are something we are incredibly proud of and where relevant we’ll shout about them in the all the right places. They give recognition to our incredibly hard-working internal team, but more importantly they reaffirm to our retailers that we are striving for the best and give confidence to our consumers when buying CYBEX products. We are also extremely proud that in the recent ADAC (May 2025), our Anoris T2 scored the best safety rating of of “VERY GOOD” (rate: 1.3).
Especially noteworthy to mention is the outstanding performance of the front facing Anoris T2 even during the most extreme front crashes, achieving a rating of “VERY GOOD” and outperforming any other rear facing car seats. Recent studies prove that more than 70%* of parents put their children front facing in 5-point harness car seats below the age of 2 years, which may lead to severe risks. The front facing CYBEX Anoris T2 unique integrated Airbag Technology offers a perfect solution to this widely acknowledged problem, and confirms our commitment to safety on the road.
* Results of a German online study by YouGov on behalf of CYBEX, n = 1.009 (parents of legal age living in Germany, who own a car and have children aged 0 to under 4 years), survey period: 02.04.2025-09.04.2025.
Cybex is known for innovations like Linear Side-impact Protection (L.S.P.) and SensorSafe technology. How do these features address modern safety concerns, and what’s next on the innovation roadmap?
We pride ourselves on innovation and being ahead of the curve. We like to create the pathway for safer travel, and this is something we have done time and time again and have done recently with the Anoris T2. The innovative technology of the built-in air bag allowing a safe alternative
to forward travel is game changing to the market and something we believe will be the norm in the future.
How do you approach the balance between convenience, such as 360° swivel seats or modular travel systems while ensuring optimal safety, particularly for new or overwhelmed parents?
Safety wins every time. We are always developing ways to make parents lives easier, but ultimately, we will never compromise on safety.
With a wide variety of seat styles— from Cloud T to Sirona and Anoris T i-Size how do you assist retailers to educate consumers on choosing the right model for their child’s stage, lifestyle, and vehicle compatibility? Our retailers are experts in themselves, but we of course provide multiple forms of training and resources to our retailers. The CYBEX sales representatives are always on hand for additional support and training where required. The end goal is ultimately to give parents confidence in the product they choose, and to also have confidence in the advice they receive when purchasing the product.
Design is a huge part of Cybex’s appeal. How do you see fashion-led collaborations and aesthetic innovation in uencing consumer behaviour, and can this help drive greater awareness of safety features too?
Design isn’t just about standing out; it’s about drawing families into our brand which offers innovation and safety as standard. We believe that fashion-forward innovation is a powerful tool for making safety aspirational, not just essential.
Nursery Today caught up with Ian Davidson, owner of long-standing independent retailer Babylicious, who shares the incredible story of how a £100 dream grew into a trusted name in nursery retail. From family roots and market hustle to adapting through recessions, relocations, and retail revolutions, Ian opens up about the challenges, triumphs, and what’s next for Babylicious.
Babylicious born again
How long has Babylicious been trading, and how has the business evolved since it rst began?
We’ve been trading since 1988. The business began with very humble beginnings, my mum, a bored housewife at the time, decided to start something with her friend Diane. They each asked their husbands for £50, and with just £100 between them, they set out to Manchester to try and source some stock.
They faced rejection initially - most suppliers required a minimum spend of £150 - but eventually, one supplier gave them a chance. They started with party plans and selling at markets in Liverpool. After two years, Diane and her husband relocated to Wales, and my mum bought her out. They’ve remained good friends to this day.
From a small market stall and an orange Ford car, we grew to a 70-foot stall selling children’s clothing, nursery items, and a few buggies. That led to opening our first shop, Kiddies Korner, in Moreton in the 1990s. My sister ran the store while mum and I worked the markets
four days a week. Eventually, I took over the shop, initially just to cover maternity leave, but here I am, still running the business decades later!
We moved into a bigger shop in Hoylake, where we stayed for 25 years, and recently returned to Moreton with a new store. Over time, we’ve sold everything from children’s pyjamas to travel systems, car seats, and nursery furniture. I remember when the rst travel systems hit the market - people didn’t believe they’d catch on!
What have been some of the biggest challenges you’ve faced in the nursery retail industry, and how did you overcome them?
We’ve seen it all, from ordering via magazine ads and phone calls to the arrival of the internet, four recessions, and the rise of supermarkets changing the landscape.
The digital shift has been enormous. While larger items still tend to split 50/50 between in-store and online purchases, smaller products struggle to gain visibility, especially on large platforms where they can easily get lost.
The key to survival has been adaptability - keeping an open mind, pushing through challenges, and remembering why we do this. It’s about staying grounded, resilient, and never losing that spark of independence.
Can you share some key successes or milestones that have shaped Babylicious over the years?
What prompted the recent relocation and reopening of your new store, and what bene ts has this move brought to the business? Our lease came to an end, and the area we were in had changed dramatically. What was once a bustling village full of diverse independent shops had become mostly charity shops and beauty salons.
Social media is crucial and constantly evolving. It’s a vital tool for connecting with our community, showcasing products, and staying relevant
Our longevity itself is a success. Staying strong through tough economic times, building a loyal customer base, and maintaining strong friendships have all played a part.
We’ve learned to be cautious with credit, to say no when something doesn’t feel right, and to stand our ground with suppliers. Trust your gut - it’s important!
We felt it was the right time to return to Moreton, where it all began. The move has brought a renewed sense of purpose, a chance to reconnect with our local community, and an opportunity to create a fresh retail experience. At the moment we’re still finishing our nursery department before the official relaunch.
Have you felt supported by your brand partners throughout the relocation process?
It’s been a mixed bag - some have been incredibly supportive, while others have been disappointing. During the relocation we’ve learned who truly values partnership.
Are you planning to onboard any new nursery or baby brands, and what do you look for when selecting new product partners?
Yes, we’re always open to new brands, but we’re cautious. We look for meaningful collaboration, clear terms, and mutual bene t, such as display agreements that come with proper support.
What role does social media play in your business today, especially in terms of driving awareness and connecting with customers?
Social media is crucial and constantly evolving. It’s a vital tool for connecting with our community, showcasing products, and staying relevant.
What consumer trends or spending habits have you noticed recently among your customers, and how are you adapting to them?
Payment plans are more popular than ever, especially for big-ticket items. There’s also a growing interest in pre-loved goods and spare parts.
That said, the appetite for new products among rst-time parents remains strong. Trends have been somewhat at recently, possibly due to post-COVID shifts in consumer behaviour. Many exciting product launches got shelved during that time and haven’t really resurfaced.
We felt it was the right time to return to Moreton, where it all began. The move has brought a renewed sense of purpose, a chance to reconnect with our local community, and an opportunity to create a fresh retail experience “ ”
Do you feel that some suppliers make stipulations around store displays and product presentation and if so, how do you feel about this?
There’s growing frustration among independent retailers regarding rigid display requirements. Decisions often seem to be made without a clear understanding of how real shops operate. When partners restrict what you can display, regardless of what
their customers and are passionate about serving them. Let’s not lose sight of that.
your customers want just doesn’t make sense.
Retailers need flexibility to curate their stock based on what sells in their community. Not every product works in every location, and being told “no” when you want to meet customer demand is counterproductive.
We believe a more inclusive and collaborative approach would bene t everyone. Independent stores know
Is there a particular product category that’s performing especially well at the moment? Right now, it’s pretty even across the board with car seats, travel systems, furniture, and feeding products all performing similarly.
Is there any exciting news or future plans for Babylicious that you’re able to share with us?
Let’s just say I’ve got plenty of ideas and waiting for the right moment and the right investor. If the opportunity arises, the next chapter could be very exciting!
INCL UDES NEWBORN INSERT
The Baby Gear Parents Didn’t Know They Needed
COFFEE BREAK
Nursery Today caught up with Ergobaby’s B2B Marketing Manager Domestic UK and Distributors, Holly Brewer to gain insights into how the bouncer category is currently performing for the business.
How has the baby bouncer category performed for Ergobaby over the past 12–18 months, and what trends are you seeing in consumer demand or product preferences?
Over the past 12 to 18 months, the award winning Evolve 3-in-1 Bouncer has gained traction in the market. Parents today are increasingly prioritising safety, ergonomic support, and everyday practicality. They’re looking for products that not only keep their baby comfortable and secure but also t seamlessly into their busy lives - features like machine-washable fabrics and easy adjustability are now seen as essentials rather than extras. Evolve bouncer is quickly becoming a must-have item for new families who want both trusted functionality and thoughtful design.
In a competitive market, how does Ergobaby approach innovation in its bouncer line to stand out in terms of design, functionality, and user experience?
At Ergobaby, innovation in our bouncer design is guided by a deep understanding of modern parenting needs and a commitment to ergonomic design. We’re seeing growing consumer interest, largely driven by the unique features that di erentiate our bouncer in the market. One of the standout elements is our AGR-certi ed newborn insert, which promotes healthy posture from day one and was developed in collaboration with a paediatrician. To further elevate the user experience, we continuously evolve our materials and aesthetics. For example, we o er a variety of fabric options, such as breathable mesh for warmer climates and soft knit for added cosiness, allowing parents to choose what best suits their lifestyle. We’re also expanding our colour palette to re ect current design trends. What kind of tools, training, or content does Ergobaby o er retail partners to help them e ectively communicate the bene ts of your bouncers to their customers?
We have recently moved to a new online platform designed to o er retailers everything they need to successfully display, demonstrate, and sell our products, all in one easy-to-access location. We also provide retailer product training days and o er various opportunities to drive footfall and sales, such as sponsored instore events. How critical is social media in your go-to-market strategy for bouncers, and can you share any successful campaigns or in uencer partnerships that have helped move the needle? We have a dedicated content creation team creating a wide variety of engaging content for social media. One of our most e ective tools are educational short form videos with various objectives such as instructing consumers on product usage and safety or showcasing product features. We also see great success with targeted pieces of light-hearted, relatable content that share the highs and lows of parenthood and how our products make life with baby easier. Hand in hand with our social media content, our in uencer marketing programme continues to grow, and we regularly collaborate with our retailer partners to drive direct sales.
Contoured seating
The Baya Bouncer o ers a contoured shaped seat giving baby an ultracomfortable t with full support for head and spine. Suitable from birth, its gentle motion bouncing action will provide a natural rocking sensation without needing batteries or mains power.
Featuring three adjustable recline lie back positions and can fold at for easy storage. Includes detachable toy bar and three-point safety harness with wipeable seat fabrics.
The Baya Bouncer is available in two colours from Red Kite Baby – Oatmeal and Grey.
TEL: 01454 326 555 www.redkitebaby.co.uk
Soft Simplicity
The beloved family essential BabyBjörn Bouncer Balance Soft is now available in Sand Grey, the perfect combination of elegance and comfort.
In the Bouncer Balance Soft, the baby rocks naturally and gently. It is both stimulating and enjoyable for the little one to be able to control the movements by kicking or waving. As it is 100% baby powered, no batteries are needed. The ergonomic design gives good support for the little one’s head, neck and back.
The Tri-Fabric seat is made of soft 3D Jersey, airy 3D mesh, and a fabric mix of recycled polyester and cotton. This creates a cosy, breathable place with a velvety nish.
Balance Soft has three adjustable height positions and can be used from newborn up to around 2 years. Easy to fold, it is easily transportable. The fabric seat is machine washable. www.babybjorn.co.uk
Rocking comfortably
The Stella rocker is a lightweight, adjustable and comfy rocking seat that’s made for soft, soothing, sensory fun.
The restful rocker has been designed to adapt to both the caregiver and child’s needs, making it much more than a rocking seat. Switch between two modes: the rocker mode to help lull and soothe little ones as they rest, or static mode for when they’re ready for some stillness. With three adjustable recline positions and a ve-point harness, parents can relax knowing the seat is set just right for baby’s comfort and safety. For trade enquiries please email the below. jade.allen@icklebubba.com www.icklebubba.com
Reintroducing the Ergobaby Evolve 3-in-1 Bouncer
Impressing parents and babies alike, this ergonomic baby bouncer helps make parenting a little less hard and a little more amazing.
The Ergobaby Evolve 3-in-1 Bouncer continues the brand’s long history of making ergonomic parenting essentials that make parents lives easier. The Ergobaby Evolve 3-in-1 Bouncer ranks in the top three brands for conversion, indicating strong purchase intent, and is a must-have item for any retailer. Top of consumer preferences and must-haves are safety (93%), comfort for baby (93%) and ease of use (90%)1, all of which the Evolve Bouncer delivers on.
Making Emotional Connections
Creating an emotional connection between parents and the product drives sales and is easy to do with Ergobaby’s new campaign. It details how Ergobaby products make parenting a little less hard and a little more amazing with assets from social media content to instore POS. It demonstrates how the Evolve Bouncer is perfect for parents who would gladly keep snuggling all day, but really need to shower, who are over the moon that baby is nally here but also overstimulated from being touched all day, who have another little love that needs some undivided attention etc. and how it ips the moment from hard to amazing.
Accreditations and Awards
The Evolve 3-in-1 Bouncer was developed with guidance from a paediatric orthopaedist to ensure ergonomic positioning from birth. Its specially designed newborn insert comes with every bouncer and converts sales by o ering something unique to the category in how it supports baby. It enables the perfect t for newborn babies (from 5lb 8oz/2.5kg) from head to hips by ensuring an ergonomic spread-squat positioning in baby’s hips and helping to prevent at head syndrome. The Evolve bouncer is also credited with the Aktion Gesunder Rücken (AGR – Campaign for Healthier Backs) seal of approval and holds a Good Design award. It’s not just scientists and healthcare professionals that have accredited the Evolve Bouncer, it has accolades from numerous trusted parenting outlets from across the globe, including Made for Mums, Dadsnet, Parents, Baby Forum and more!
Long lasting
As baby grows, the bouncer evolves with them. The rst step is to simply remove the newborn insert and adjusting between three heights tailored to each stage of
development, all easily adjusted via a step pedal on the base of the bouncer. The lowest position is the perfect height for a newborn to lounge and relax, the middle position allows infants to rock themselves, no plugs or batteries required, while the highest position is perfect for toddlers who want to be part of everything going on around them. The harness is also removable in toddler mode to facilitate busy toddlers climbing in and out of the seat themselves. It also folds at for storage and travel.
Increased Spend with Handy Accessories Ergobaby also make a range of accessories, o ering opportunities for repeat sales or increased basket spend. There is an engaging ocean-themed toy bar, a carry bag for storing or transporting the bouncer, and replacement covers. A replacement cover ensures consumers don’t have to go without this parenting essential for even a moment when they need to clean inevitable spills and stains. Each cover is easy to remove and machine washable, making cleaning and replacing them quick and easy. And that’s not all, both the bouncer and its replacement covers are available in either breathable mesh or soft knit fabrics in a variety of di erent colours meaning they can be interchanged seasonably or simply to match parents’ style or di erent rooms’ décor.
Every single Ergobaby product is now included in the brand’s robust ErgoPromise Lifetime Guarantee, including every Evolve 3-in-1 Bouncer. This warranty sends a clear message to consumers that Ergobaby are fully committed to quality and durability.
Love the high life
Highchairs have evolved far beyond their traditional form, becoming a fast growing nursery category.
With today’s parents seeking multifunctional, stylish, and space-saving solutions, demand has surged for highchairs that adapt from infancy through toddlerhood and beyond.
Innovation is driving this growth. Modern designs now boast features like adjustable heights, reclining seats, wipe-clean surfaces, foldable frames, and even convertible models that transform into toddler chairs. These multifunctional highchairs not only extend product lifespan but appeal to eco-conscious and budget-savvy parents looking for long-term value.
The convenience factor is key. Parents and caregivers prioritise functionality and ease of use, making highchairs with quick-clip trays, easy assembly, and machine-washable materials especially attractive. Reviews, in uencer endorsements, and social media visibility further fuel popularity.
For nursery retailers, stocking a strong in-store and online range of highchairs is a smart move. They are high-consideration purchases that draw footfall and online tra c. Demonstrations and try-before-you-buy displays can boost in-store visits, while rich content, comparison guides, and video reviews online enhance engagement and click-through rates.
With the right product mix and marketing strategy, highchairs can signi cantly increase visibility, conversions, and customer loyalty in a competitive nursery retail landscape.
COFFEE BREAK
Continued innovation
In an evolving nursery market where functionality meets style, the highchair category has become a key area of innovation and consumer interest. Helen Robinson, Head of Sales at Hauck, shares insights into how the brand is leveraging its decades of expertise to drive growth, meet shifting consumer demands, and stand out in a competitive space.
How would you describe the current performance of the highchair category, and what kind of growth is Hauck seeing in this space?
The highchairs range is one of the key pillars of our product portfolio. As a brand with around 50 years of experience in the highchair sector, this underlines the expertise and rm roots in our portfolio. We will also be expanding and focusing on this in the future.
What are the main drivers in uencing highchair purchasing decisions today - from aesthetics to sustainability and functionality?
In our experience, young parents are increasingly looking for a highchair that matches their interior design, has sustainability credentials, longevity and is still reasonably priced.
How is Hauck innovating in the highchair space to meet shifting consumer expectations and di erentiate from competitors?
By maximizing utility and usability in everyday life - lying, sitting, eating, playing. A concept that starts with the baby in the bouncer, can be used to support posture with the right seat, can be used for feeding in the highchair and playing with the addition of play trays and toy elements.
Fits family life
Graco’s award-winning SnackEase highchair is designed to make mealtimes simpler while saving space in busy homes. With a fast-fold mechanism and a budget-friendly price of £60, SnackEase delivers e ortless convenience for parents.
Weighing just 6.25kg, SnackEase features an easy one-hand fold, making it simple to store or move around the house. The removable tray with an integrated cupholder ensures hassle-free mealtime prep, while the three-position recline, xed footrest, wipeable seat pad, and adjustable three-or- ve-point harness keep little ones comfortable and secure.
Suitable from approximately six months up to a maximum weight of 15kg, SnackEase is a stylish yet practical highchair that packs down into a free-standing fold, taking up minimal space when not in use.
www.gracobaby.eu
Are we now seeing increased demand for convertible, long-use highchairs? What impact is this having on pricing strategy and brand loyalty?
Most de nitely we see customers looking for longevity of use. This leads us to keep innovating ways to extend the use of our highchairs, whilst keeping a keen eye on the value proposition.
Do you feel that social media is a good tool in driving consumer brand awareness in this product category?
Absolutely this category lends itself well to social media. We nd that given the right brief to In uencers we can capture all of the elements: longevity, adaptability, value and great design.
How can highchair innovation or design be used as a tool to increase footfall, online engagement, or cross-category sales for nursery retailers?
The entire highchair concept can be communicated online simply through video or strong imagery and visualized for the customer. Instore, we have a strong POS proposition that showcases the many facets of our highchair o er allowing for cross category sales.
Much more than a highchair
Meet multiply 6in1, a dinner date plus play date all in one; this highchair has every mode imaginable from 6 months, up to 6 years. Starting from a baby mode highchair up to a maxed-out highchair, then converting to a mini table with every mealtime milestone in between; nally, converting to a booster seat, portable booster and toddler play table!
Multiply has all the ingredients to cleverly remix into a perfectly sized and suited mini-table designed for toddler’s playtime, art time and dream away time.
As a booster seat it can travel along to dinner dates when in the booster modewith a quick tuck away and easy tidy up uksales@joiebaby.com www.joiebaby.com
Six in One Alpha+: Much more than a highchair
Stylish simplicity
The CYBEX IRIS highchair is where top-tier, designdriven innovations meet straightforward, stylish simplicity.
It is a forever piece that blends into the family as it grows, keeping life simple. IRIS grows with the family thanks to its fully and easily adjustable boards. Start with the baby-set for solid and ergonomic support from approximately six months. Then as they continue to grow, the IRIS can be e ortlessly adjusted to t every age, to give them the needed room to eat and play in comfort. The clever board design secures the perfect, spine-friendly posture for every age. cybex-online.com
A sustainable and adaptable seating solution – from day one through every stage of childhood
The Alpha+ by hauck is much more than just a highchair – it’s a reliable, stylish, and sustainable seating solution designed to grow with your child. Crafted from durable FSC certi ed European beech wood, it combines timeless design with long-lasting quality.
The adjustable seat and footrest ensure ergonomic comfort and long-term support – from toddlers to teens (up to 90 kg). Its robust, tilt-resistant frame o ers everyday stability, while the integrated 5-point harness and safety strap deliver added peace of mind for parents.
From the very beginning, the Alpha+ becomes a newborn-ready solution with the optional Alpha Bouncer –keeping your baby safely at eye level with the family. As your child grows, a wide range of modular accessories – from trays and seat reducers to soft cushions and the versatile Play Tray – turns Alpha+ into a true all-rounder for daily routines, playtime, and learning. Sustainable, adaptable, and made to last – Alpha+ is more than a seat. It’s a companion through every stage of childhood.
info@hauckuk.com www.hauck.de/en
Smart Highchairs for Growing Families
At Cozy N Safe, they believe that every moment matters, especially mealtimes. That’s why their range of highchairs is thoughtfully designed to support growing families, combining ergonomic comfort, intuitive functionality, and a clean, contemporary aesthetic.
Built with the same uncompromising safety standards Cozy N Safe is known for, each highchair features a secure, sturdy frame, multi-position recline, and adjustable height settings, ideal for transitioning from rst tastes to independent toddler dining. A removable tray, easy-clean surfaces, and compact foldability mean these chairs work with real life, not against it.
But they don’t stop at functionality. Their highchairs are styled to blend e ortlessly into modern kitchens and dining spaces, with subtle tones and smart detailing that re ect today’s interior trends.
From your baby’s rst spoonful to their favourite family meal, Cozy N Safe highchairs make sure every bite is enjoyed in comfort and con dence. Because great design isn’t just about how something looks, it’s about how it ts into the moments that matter most.
enq@cozynsafe.com | www.cozynsafe.com
Nine various modes for use
Meet the latest highchair from Joie. With 9 di erent modes, Chestnut will take little ones from mealtime to playtime, from birth to 6 years. The multiple options include infant mode at traditional and counter height as well as youth chair and portable booster modes. The multi-position recline creates a cosy chair to cradle baby comfortably. In booster mode, the seat can be attached easily to a dining chair, allowing little one to be included in family mealtimes.
uksales@joiebaby.com | www.joiebaby.com
Practical and functional
Feed Me Kombo: Simple modern design 3 in 1 highchair that is both practical and functional whilst looking good in any modern home.
The beechwood frame with wipeable plastic seat and feeding tray means this highchair is always easy to keep clean and hygienic during any messy mealtimes!
Features a footrest for growing children and includes a padded cushion seat insert. For dining at a lower level, choose the lo chair option. Converts into an infant chair for longer usage.
Tel: 01454 326 555
www.redkitebaby.co.uk
Great for small spaces
Such a practical solution to small spaces, the Feed Me Fold highchair folds down to an exceedingly small size to enable storing away and not in the way when not in use!
Quick and easy fold, e ortlessly fold the highchair with a simple ip motion, ensuring it ts into even the tightest of spaces.
Simple cleaning, the highchair comes with a removable and 3 position adjustable tray and wipe-clean cover, making post-meal cleanup a breeze.
Tel: 01454 326 555
www.redkitebaby.co.uk
Last month, we had the absolute pleasure of attending the Which? Awards, where we were thrilled to be nominated for Retailer of the Year alongside some truly iconic names, including John Lewis. It was fantastic to meet so many entrepreneurs and changemakers across retail, including some familiar faces from the baby industry, all people who, like us, are passionate about building brilliant customer experiences.
Now, while we didn’t take home the trophy this year, we’re not counting that as a loss. Quite the opposite; it’s a moment of reflection and motivation. We know our customer proposition is
compelling: market-leading service and unbeatable value sit at the heart of everything we do. But we’re not ones to rest on our laurels.
We’re constantly looking at how we can enhance the customer experience – not just by upgrading our delivery proposition (with faster, more flexible options in the pipeline), but also by refining our product discovery experience. That means better on-site search, more curated collections, and personalised journeys that help parents quickly find what’s right for them. We’re a proudly customer-centric business, and it’s that obsession with experience that
Retail matters
The Nursery Store’s Christy Foster asks “June already – how did that happen?”.
In terms of trading, the past couple of months have felt a bit stop-start, with a late Easter and two May bank holidays creating a flurry of short weeks. That said, customers have been out in force, especially as the sunshine made a brief (if welcome) appearance.
drives everything forward, spinning the flywheel, deepening relationships with our existing customers, and fuelling organic growth through word-of-mouth.
As we move into the second half of the year, we’re also entering an exciting new phase for brand partnerships. Conversations around SS26 are already underway, and we’re engaging with both current and prospective partners about near-term activations and longer-term opportunities. There’s real momentum behind the scenes, and the appetite to do more, together, has never been stronger.
In terms of trading, the past couple of months have felt a bit stop-start, with a late Easter and two May bank holidays creating a flurry of short weeks. That said, customers have been out in force, especially as the sunshine made a brief (if welcome) appearance. Outdoor toys have flown, and we’ve also seen great traction across our travel category, with increased depth in travel cots, strollers, car seats and more, as families begin planning their summer getaways.
We’ve also been doubling down on our relationships with key media and platform partners, something that’s incredibly important for us as an ecommerce-first brand. From Google to Meta, these partnerships help us better understand not just our customers, but the broader market dynamics too. We’re not just harvesting demand, we’re actively creating it, by investing in The Nursery Store as a destination that serves and inspires. We’re adding investment to more placements that will introduce The Nursery Store to customers earlier in their
journey, which is truly an exciting and long overdue journey for the business.
Our recent additions to the design and creative team have been a game-changer here, allowing us to tell richer brand stories and produce customer-facing assets that truly resonate. We’re now able to do even more for the brands we work with, in ways that feel fresh, engaging, and accessible for our customers.
Social remains a key part of this journey, with our TikTok Lives and product demo videos continuing to draw brilliant engagement. That direct, unfiltered feedback is gold, not just for us, but for our partners too.
And now, as we reach the halfway point of the year, attention starts to turn to the summer holidays. While the six-week break can sometimes spell softer demand for certain retailers, we’re fortunate that our range is broad enough to stay relevant all year round. We fully expect to see continued strength in our core travel lines, supported by the convenience, trust and value we’ve become known for.
We’re excited for what the second half of the year will bring – and we look forward to continuing to grow with our customers, and our partners, every step of the way.
Christy Foster, Managing Director
The Nursery Store team attend the Which? Awards. Left to right: Laura Slattery, Warren Blayds, Cheryl Blayds, Christy Foster, Jenny Hughes.
Nursery Today shines the spotlight on products available to order now to assist you in o ering your customers feeding essentials for the weaning journey.
Supporting the weaning journey
Vital Baby’s award-winning Nourish and Hydrate weaning ranges are designed to support every age and stage of the weaning journey - from rst tastes to con dent self-feeders.
With smart, parent-friendly designs and made with biodegradable EarthSmart technology, the range combines innovation with ground-breaking sustainability. Their latest product wins are a testament to the trust parents place in their brand, and they’re proud to o er retailers a collection that meets growing demand for eco-conscious, high-quality baby essentials - because today’s parents are choosing products that care as much as they do. hello@vitalgroup.co.uk www.vitalbaby.com
BIBS - The Dummy Experts
Made for the Mess. Built for Real Life
New to the UK, beaubaby brings a premium stainless steel mealtime range designed for real-life weaning - and built to last well beyond it.
From rst tastes to toddler snacks, every piece is microplastic-free, dishwasher-safe and tantrum-proof. The Keeper bowl is a daily go-to, with a secure suction base, deep sides, and a lid. The hero Divider plate supports self-feeding with intuitive sections and a strong, stay-put base. The First Tastes Set includes the bowl, plate and soft-tip spoonbeautifully packaged and ideal for gifting.
Now welcoming UK stockists. sales@beaubaby.shop www.beaubaby.shop/en-gb
At BIBS, dummies are more than just a product, they’re their passion. With over 40 years of experience, BIBS o er one of the widest and most thoughtful assortments on the market. From round to symmetrical to anatomical nipples, in natural rubber latex and silicone, the BIBS collection meets every baby’s individual preference. Available in a beautiful spectrum of colours and stylish designs, their dummies blend function with fashion.
Retailers trust BIBS for quality, safety, and trend-driven appeal, backed by strong brand recognition among parents and midwives alike. Simply put: when it comes to dummies, BIBS means business. www.bibsworld.com
Frozen Treats for Teething Tots
Soothe sore gums while introducing new avours with the BIBS FEEDER, your go-to for weaning with ease.
Fill the soft silicone pouch with frozen breast milk, purées, or fruit to o er safe, sensoryrich munching that calms teething discomfort.
Tiny holes control ow, while textured ridges gently massage gums. The ergonomic handle encourages self-feeding, and an extra compartment keeps a second serving ready to go.
Pair it with the BIBS Baby Food Freezer Tray for perfectly portioned frozen cubes. Thoughtfully designed, mess-free, and made from 100% food-grade materials, this is Danish design for the earliest milestones. www.bibsworld.com
www.b-p-a.org
If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.
BPIA notice board
Join us in London for a day of networking, awards and information gathering!
The BPIA’s AGM, seminar programme and 2025 Awards will take place in Central London on Tuesday 17th June 2025 and everyone in the industry – both members and non-members are welcome to attend.
Essential business of the AGM is for members only and will commence at 2.00pm followed by an informative seminar programme with key industry speakers from 2.30pm. This includes:
■ The Insights Family – o ering an in-depth, data-led analysis of brand licensing in the kids and teens space delivering real-time insights into today’s fast-evolving landscape where brand discovery happens through YouTube, gaming and curated feeds – and success depends on speed, timing and relevance.
■ Generation Media o ering a new insight report about a segmentation of New Parents and ve di erent mindsets that parents go in and out of when buying products. With a key objective for the brands
in the room to see how they can cater their marketing messages for each mindset.
■ AR Kid discussing how web-based 3D is emerging as a powerful driver of product experience, engagement and sales in the digital space.
■ An update regarding the revision of the Furniture and Furnishings (Fire) (Safety) Regulations 1988
The 2025 BPIA Industry Award winners will then be presented, including recognition for individuals nominated for the Golden Rattle Awards. The day will conclude with free drinks and nibbles and the chance to meet and network with industry colleagues.
WHERE: The Hilton Hotel, Kensington, 179-199 Holland Park Avenue, London W11 4UL
WHEN: Tuesday 17th June 2025
TIME: Members only 2.00pm – non-members from 2.30pm
ENDS: Approximately 6.30pm
UK Pavilion almost sold out
The BPIA is delighted with the take-up of its UK Pavilion at Kind + Jugend in September this year. The UK Pavilion, which will be situated in Hall 10.2 of the Koelnmesse Exhibition Centre – one of the most popular halls at the show - is now almost fully-booked with just a few small spaces remaining.
Marc Hardenberg, chair of the BPIA, comments: “This is the rst time that the BPIA will have a presence at Kind + Jugend since the covid pandemic and we are delighted that so many companies are jumping on board to participate. The show o ers a fantastic opportunity for new export contacts and I am sure will prove a great bene t to our members.”
Ever wondered what life would be like without your industry
trade association?
It is easy to read this article and think that you don’t need to become a member of the BPIA as you have your teams and expertise in place that are able to follow standards and regulation work, that said have you ever thought what these industry requirements could look like if the BPIA was not working with cross functional government and technical agencies to secure standards that are commercially and technically possible to meet?
This is just one of reasons to support your trade association, but there are many more, and here are just a few:
`Without the BPIA there would be:
■ NO independent third-party voice to assist your cause should you enter di culties with a product allegedly not meeting the standard or regulation.
■ “Did you know the BPIA challenged Trading Standards over Baby Walker tests and won, creating new legislation that brands cannot be identi ed until proven ‘guilty’ in a con ict with meeting standards.”
■ NO early visibility of upcoming changes to standards and regulations
■ NO ability to gain commercially sensible sell through periods of products manufactured on exiting legislation.
■ NO association to represent you in larger government discussions such as FireRetardant requirements.
■ NO harmonised voice over Car Seat Guidance
■ NO support mechanism should your products be picked up by organisations such as Which? as a “Don’t Buy”
Please think hard about what our industry could look like without the BPIA. If you want to know more about becoming a member, please contact us – info@b-p-a.org
Welcome to new members
iCandy World Ltd
www.icandyworld.com
From its roots in London’s fashion design and manufacturing scene, iCandy has uniquely been owned and directed in the UK by the same family for over 90 years. Now proudly in its fourth generation, the Appels and their extended iCandy family remain completely focused on best of British craftsmanship; designing and engineering innovative, quality products.
Cardea Solutions (UK) Ltd
www.cardea-solutions.com
Cardea sells child safety and general security products to schools, nurseries, leisure centres and other commercial venues. It also retains an online marketplace presence with Amazon, ebay, Robert Dyas and Tesco.
Nu Nu No Ltd
www.BabyByU.co.uk
A 2024 BPIA Concept & Innovation Finalist with its innovative product Baby ByU.
provider. With nearly 100 warehouses across 40+ countries, Cirro caters to businesses of all sizes—from startups handling 20 orders a day to global enterprises like TikTok and SHEIN. Its uid and e cient D2C, FBA, and B2B solutions are designed to adapt to your needs seamlessly.
Associate member
CIRRO FULFILLMENT
www.cirroful llment.com
CIRRO Ful lment, a part of CIRRO Global, is a leading international logistics provider. Unlike the standard ‘one-size- ts-all’ 3PL solutions, it aims to collaborate closely with you to understand your unique requirements and objectives. Its goal is to deliver most suitable solutions that position the company as an extension of your team rather than just an outsourced
BABY CARE INDUSTRY STRATEGIC MAP
CHINA NURSERY CHINA
ENGLAND NURSERY TODAY
GERMANY BABY & JUNIOR
NETHERLANDS BABYWERELD
NORWAY BABY, HOBBY & LEKETØY
POLAND BRANŻA DZIECIĘCA
SPAIN PUERICULTURA MARKET
SWEDEN LEK & BABYREVYN
BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com
new!
BIBS Bities: Soothing in Style
Teething can be tough, but BIBS Bities make it easier.
Thoughtfully designed for little hands and sore gums, these teethers combine functionality, safety, and signature Danish design. With di erent textures to massage gums and stimulate development, Bities are made from 100% safe, BPA-free materials. Available in a variety of calming colours to match their paci ers and bottles, they round out the perfect assortment for modern families. Bities are not just practical, they’re gift-worthy, shelf-ready, and made to move. For retailers, they complete the BIBS universe: smart, stylish solutions for every stage of baby’s journey. www.bibsworld.com
Modern Simplicity, Timeless Style
CuddleCo’s newest furniture range has been designed to complement contemporary, neutral nurseries - the Remi 3-Piece set blends clean lines with warm, natural textures. The set includes a cot bed, dresser changer, and wardrobe - everything you need to create a stylish and functional nursery space. Available in two serene shades, Cashmere and Green.
Elegant brushed brass-effect handles, and subtle linear detailing add a touch of sophistication across each piece. The Remi collection brings a gentle, modern charm to any home.
www.cuddleco.co.uk
New from Red Kite
Meet the Evolve 123 Recline Car Seat.
Whether heading out on a quick errand or a long road trip, the Red Kite Evolve 123 Car Seat is designed to make every journey safe and comfortable for a child. It’s a blend of practicality, safety, and style that both you and your little one will love.
The Red Kite Evolve 123 is suitable from 76-150cm Designed to grow with your child from 15 months to 12 years old.
TEL: 01454 326555 www.redkitebaby.co.uk
Fantastic gift sets
Rainbow Designs’ best-selling Guess How Much I Love You collection of infant toys has some exciting new additions arriving this summer.
The two new gift sets, Nutbrown Hare Soft Toy and Muslin Gift Set, and Soft Toy with Milestone Cards Gift Set, both make a beautiful and thoughtful gift for any baby shower or new arrival celebration.
Further adorable additions include a cute star-shaped Comforter, a Little Nutbrown Hare Soft Toy with Silicone Teether and a fun new Guess How Much I Love You Activity Cube. The super soft and squishy Activity Cube features textures, shapes, and a peek-a-boo mirror, to introduce little ones to a world of sensory fun and adventure.
TEL: 01329 227300
www.rainbowdesigns.co.uk
Nursery Today & Christmas Industries golf day
Tuesday 1st July at Puckrup Hall
With 5 trophies up for winning, plus nearest the pin in one and two plus the longest drive Our golf day is a fun golf day for all golfers good or very average (that’s me) Ladies are also most welcome The morning nine hole Texas Scramble begins the day, followed by lunch, The afternoon round includes the team four-ball Babystyle trophy – a handsome trophy held for a year by the winning team and won last year by Red Kite JMDA supply the trophy for our Yellow Ball competition won by Red Kite For the less gifted golfers we also have a cup for the 24-28 handicap golfers
A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome. Any team/player NOT staying for the presentation will not receive any prizes they might have won hand they stayed.
