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 affordability with compliance to the highest safety standards, adapts to legislative changes, and works closely with retailers and safety partners to support informed, confident 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 have “ such a diverse
product range available for our retail partners, Understanding car seat laws and best giving them the practices can be overwhelming for new tools to create parents. How does Joie work to increase a bespoke consumer awareness and make correct portfolio usage easier for your retail partners tailored to their both online and in-store? We continue to offer various digital assets to customer’s our retail partners, for use both online and needs. 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
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those conducted by ADAC for child seats and WHICH? for the complete Joie product range are a huge benefit to the brand, giving consumer additional confidence that choosing a Joie product, even though usually at an affordable price is by far the best option ensuring their precious cargo is secured safely wherever they are. Where applicable we will utilise the official logos of these awards on our digital images and assets, also providing emails and banners for use on partners websites. 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.
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? 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. nursery today
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