focus HIGHCHAIRS
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, influencer 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 traffic. 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 significantly increase visibility, conversions, and customer loyalty in a competitive nursery retail landscape.
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 effortless 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, fixed footrest, wipeable seat pad, and adjustable three-or-five-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 44
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 firm roots in our portfolio. We will also be expanding and focusing on this in the future. What are the main drivers influencing 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 differentiate 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. Are we now seeing increased demand for convertible, long-use highchairs? What impact is this having on pricing strategy and brand loyalty? Most definitely 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 find that given the right brief to Influencers 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 offer allowing for cross category sales.
nursery today
Feature HighChairs.indd 1
13/06/2025 12:15