Nursery Today June 2026

the team

Editor Penny Franks penny@lemapublishing.co.uk

Sales Director Claire Naish clairenaish@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

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

Lema Publishing Ltd

Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA Telephone: 01442 289930 www.nurserytoday.co.uk

Pramland’s John Barker delivers a frank assessment of the challenges facing independent retailers in 2026. Despite growing turnover, expanding market share and attracting more customers than ever, John argues that rising costs and relentless pricing pressures are making it increasingly di cult to achieve sustainable pro tability.

In this insightful overview, Jonathan Feingold explores the unique dynamics shaping Japan’s baby products market.

In this exclusive interview, Je Mills discusses how Baby & Co built its trusted reputation within the car seat sector, the continued rise of extended rear facing, and why expert guidance and education remain essential for today’s families.

Prestige Sleep explores how children’s sleep needs change at every stage of their journey and why choosing the right mattress can support safety, comfort, wellbeing and long-term value for families.

editor’s letter

As we head into summer, this month we’ve packed this edition with plenty of inspiration, insight and expert opinion across some of the nursery industry’s most important categories. This month we’re shining the spotlight on sleeptime, car seats and highchairs, three sectors that continue to evolve as brands respond to changing family lifestyles, growing safety awareness and the desire for products that make everyday life that little bit easier.

Car seats remain one of the most talked-about categories in the nursery market, and it’s easy to see why. As parents become increasingly informed about child passenger safety, specialist nursery retailers are more important than ever when it comes to helping families make confident and informed decisions. With regulations, safety features and extended rear facing all becoming part of the conversation, trusted advice continues to be invaluable.

With that in mind, we were delighted to catch up with independent retailer Jeff Mills of Baby & Co. In a fascinating interview, Jeff

Check out our Cover Story over on page 18

shares his thoughts on how Baby & Co has built such a strong reputation within the car seat sector as an independent retailer, why extended rear facing continues to gain momentum, and why education remains at the heart of helping parents choose the right solution for their child.

Staying firmly in the world of car seats, we also caught up with Michael De-Cotis, UK Sales Director at JoviKids. Michael talks about the brand’s impressive growth journey, the importance of helping parents better understand car seat safety, and how innovations in technology are helping to remove some of the uncertainty from what can often feel like a daunting purchase.

And there’s more. Over on page 47, we chat with Axkid Managing Director Jayne Caul. As one of the industry’s leading advocates for rear facing travel, Jayne discusses why it remains central to the brand’s mission, how Axkid continues to support retailers and families through education, and the exciting innovations helping to shape the future of child passenger safety.

Of course, sleep is never far from a parent’s mind, making sleeptime one of the most emotional and important categories within nursery retail. Whether it’s helping a newborn settle, creating safe sleep environments or embracing the latest smart monitoring technology, parents continue to seek products that provide reassurance and support.

This month we had the pleasure of speaking with Mike Acton, Category Director for Nursery at RKW Ltd. Mike shares his views on how the sleeptime category continues to evolve, from the ongoing popularity of bedside cribs

through to the growing interest in connected technology. He also discusses how brands such as Chicco and Hubble are meeting the needs of modern families and how RKW is helping retailers maximise opportunities within this ever-important category.

Meanwhile, in our Highchairs Spotlight, hauck’s Head of Sales for UK & Ireland, Helen Robinson, explains why the much-loved Alpha+ continues to strike a chord with families. We discuss how consumer expectations are changing and why flexibility, longevity and sustainability are becoming increasingly important purchasing factors.

Elsewhere in the issue, we’re helping Cheeky Rascals celebrate a major milestone as the company marks its 30th anniversary. We caught up with Commercial Director Leonie Hayward to reflect on the company’s journey so far, the lessons learned along the way and the exciting plans that lie ahead.

Our contributors are also on hand with plenty of thought-provoking reading. Pramland’s John Barker delivers another honest and passionate take on the realities facing independent retailers in 2026, while Jonathan Feingold takes us on a fascinating journey through Japan’s nursery market, exploring what makes it one of the most unique and demanding sectors anywhere in the world.

You’ll also find our exclusive interview with Ergobaby CEO and CMO Herbie Calves. As the brand unveils a fresh new look, Herbie shares the thinking behind the rebrand, the importance of education and ergonomics, and how Ergobaby continues to evolve alongside today’s families.

Finally, a special mention must go to our cover star, Prestige Sleep. Starting on page 18, Prestige Sleep explores the

changing sleep needs of children from infancy through to childhood and highlights the important role that the right mattress can play in supporting comfort, safety and healthy development. It’s a feature packed with valuable insights for retailers looking to help families make informed sleep choices.

More than just design

There’s a lot more to product development than designing beautiful products.

What makes a successful product?

Beautiful design and craftsmanship… yes. Functionality and price point…of course. But what the experts at Plan A Product Development have found is that truly successful products are created when processes, people and partnerships are put at the forefront of any project.

Founder, Scott Blease

Let’s be clear, they’re not talking glamour here! They’re talking about the things that might seem boring, but in fact are crucial to a project staying on track and not taking years to take to market. Remember - every day your product is not on the shelf is lost revenue.

Factory selection

At the start of a project they look at is sourcing a factory with the best expertise. One that has years of experience producing products in the category they are working in. If it’s a wheels project they seek out the best factories that create strollers. If it’s highchairs, then their factory partner must have an impeccable track record producing highchairs. BUT one of the key factors they look for in a factory partner is one that innovates. Is there a team of rst-class engineers they can work with to create a product that is going to rock the market?

Partnership and project management

Where a project can run beyond its intended schedule is in miscommunication between the client and the factory. At Plan A they take ownership of the critical path, putting development managers and quality controllers from the region, on-the-ground, in the factories, so they can resolve issues as they arise - not when it’s too late.

Compliance and testing

Compliance shouldn’t be an afterthought. If your product will be retailing across a range of global territories, rigorous compliance and testing needs to be put in place at the beginning of any product development process. There’s no point in creating beautiful, functional products that won’t meet the local trading and safety standards. So at Plan A they bake compliance into the process, coordinating with global testing houses to ensure all regulatory, safety and quality standards are met across every region the product will retail in. This translates as a huge time and money-saver, supporting your product to get to market to start generating revenue.

So, good product development isn’t always sexy. But by working with a product developer who puts in place best practise and solid processes, your product will go from concept to customer quickly, and you’ll be reaping the rewards in no time.

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

Maxi-Cosi Base Recall

Issued

Parents and retailers are being advised to check a ected Maxi-Cosi products after a safety recall was issued for selected FamilyFix Slide Pro bases.

The O ce for Product Safety & Standards (OPSS) has published a recall notice covering Maxi-Cosi FamilyFix Slide Pro bases manufactured between 6 September 2025 and 24 March 2026 after a potential fault was identi ed with the product’s tting indicator.

According to the recall notice, the visual con rmation system may incorrectly indicate that the car seat has been securely installed when it has not been fully connected to the base. In certain circumstances, this could allow the seat to shift or detach during use, creating a possible injury risk.

Maxi-Cosi identi ed the issue during product testing carried out as part of its ongoing product development and safety procedures. The company has launched a voluntary recall and is urging consumers to stop using a ected bases immediately while checks are carried out.

The recall relates speci cally to the FamilyFix Slide Pro Base with item reference 8065057110. Consumers can verify whether their product is a ected by checking the manufacturing date and product reference found on the label underneath the base via the Maxi-Cosi website.

The OPSS con rmed the product has been recalled from end users under the General Product Safety Regulations 2005.

BPIA Members Offered Exclusive Opportunity

The Baby Products Industry Association (BPIA) is pleased to announce an exclusive exhibiting opportunity for its members at CBME Shanghai 2026, taking place from 16–18 July 2026. As one of the world’s leading trade events for the children, baby and maternity sector, CBME o ers UK brands a valuable platform to enter and grow within the Chinese market.

China remains one of the world’s largest and fastest-evolving markets for baby and maternity products, with strong demand for premium international brands. Chinese consumers increasingly prioritise quality, safety and trusted overseas products, while cross-border e-commerce has made market entry more accessible than ever for emerging brands.

For UK companies looking to explore opportunities in Asia, CBME Shanghai o ers direct access to distributors, retailers, importers and leading e-commerce channels actively seeking new international products.

In collaboration with event organisers, BPIA members can access a tailored exhibiting package designed to support both established brands and those new to international trade. Members bene t from a 10% discount on standard booth rates, with 9sqm and 18sqm stand options available.

A limited-time introductory package has also been created for start-ups and rst-time exhibitors to China. This turnkey 6sqm stand is priced at $1,250 USD (approx. £925), providing a cost-e ective entry point and lowering typical barriers to overseas exhibiting. The initiative re ects a shared commitment to supporting emerging brands, with the expectation that participants will scale their presence at future events.

Exhibiting at CBME provides more than visibility, o ering direct access to distributors, retailers, and e-commerce platforms seeking new products. For many brands, it serves as a key entry point for partnerships and distribution in a complex but rewarding market.

BPIA is also exploring a dedicated UK Pavilion to strengthen the presence of British brands. A joint webinar with CBME organisers is planned to provide market insights and practical guidance.

With the event approaching, members are encouraged to act promptly. For further information, contact Alina.Zeng@informa.com

Ickle Bubba introduces elevated design with new stomp luxe elements edition

Ickle Bubba has expanded its best-selling Stomp Luxe range with the introduction of the new Stomp Luxe Elements Edition. This design-led addition o ers an elevated aesthetic, while retaining the brand’s focus on value, practicality and all-terrain performance.

Suitable from birth to 22kg, the complete travel system includes a carrycot and reversible seat unit within 12-, 15- or 16-piece bundle options, ensuring parents are supported from newborn through to toddlerhood. Inspired by natural tones and textures, the Elements range features luxury woven fabrics, metallic detailing and leatherette nishes across four nature-inspired colourways: Forest, Moonbeam, Chestnut and Raven.

Designed for everyday use, the system includes puncture-proof wheels, integrated suspension and a lightweight chassis for improved manoeuvrability. Parent-friendly features include a magnetic buckle harness, adjustable handle, UPF 50+ hood and generous storage solutions.

The Stomp Luxe Elements Edition is available now, with bundle prices starting from just £499 RRP. Sales enquiries please contact: jade.allen@icklebubba.com www.icklebubba.com

news Hubble Nursery Pal Connect Wins Innovation Recognition

Hubble Connected have announced that its Nursery Pal Connect 5.0 Smart Baby Monitor has been recognised as a Top 2 winner in the Innovation of the Year category by First Time Mums UK.

Designed for parents who want both exibility and simplicity, the Nursery Pal Connect 5.0 combines a large 5” parent unit with app-based viewing through the HubbleClub app, giving families multiple ways to stay connected throughout the day. The system supports both local and remote viewing, allowing parents to monitor in the way that works best for their routines and lifestyle.

With crystal-clear video, infrared night vision, room temperature monitoring, and two-way talk, the Nursery Pal Connect 5.0 is built to support everyday moments, from naps and nighttime check-ins to quick reassurance during busy routines.

The monitor also includes a built-in sleep support experience featuring preloaded lullabies, soothing sounds, audiobooks, and night light functionality, helping parents create a calmer and more comforting sleep environment for baby.

Powered by the HubbleClub app, families can also access additional connected features including video history, personalised sleep tracking, growth and development insights, parenting resources, and secure sharing with loved ones.

“At Hubble, innovation is about creating products that genuinely make life easier for parents,” said Ravi Chambers, Business Development Director at Hubble Connected. “We’re incredibly proud to see Nursery Pal Connect 5.0 recognized by First Time Mums UK because it re ects our focus on combining smart technology with real everyday value for families.”

RKW is the UK distributor for Hubble. For any enquiries, please get in touch. www.rkwltd.com

BTL Diffusion signs distribution deal with Skip Hop

BTL Di usion has been appointed exclusive distributor for Skip Hop across the UK and Ireland, further strengthening its growing portfolio of premium, design-led preschool and nursery brands.

The rst wave of stock is due to arrive at the end of June, with pre-orders now open to UK and Irish retailers.

Following extensive planning behind the scenes, this new partnership marks an exciting step forward for BTL Di usion, reinforcing its position as a trusted distributor of innovative and high-quality products for modern families.

Graeme Hargreaves, Managing Director, BTL Di usion UK Ltd, said: “We’re incredibly excited to welcome Skip Hop to our portfolio. It’s a brand we’ve admired for its thoughtful design and strong reputation with parents worldwide. We see signi cant opportunity for growth in the UK market and are looking forward to supporting our retail partners with a comprehensive launch plan.”

With a strong focus on consumer awareness, retail support, and conversiondriven marketing, BTL Di usion has some great initiatives planned to support the launch and ongoing growth of Skip Hop across the region.

www.btl-di usion.com

Joie Scoops Four At The Red Dot Awards

Joie are proud to announce that no less than four Joie products have recently received Red Dot Awards. The Red Dot Design Award is one of the most prestigious design competitions in the world. The awards have been highlighting innovative, stand out designs for over 70 years, and are decided by a panel of judges who are all experts in their eld.

This year, Joie has received awards for the i-Level Pro, valora, mydrift and versadrift.

www.joiebaby.com

WonderFold to Attend TotFest Events

WonderFold UK is delighted to announce that the brand will be attending further TOTFest events across the UK this summer, giving families the opportunity to discover and test out the awardwinning WonderFold Wagon range in person.

Visitors attending TOTFest will be able to explore a selection of WonderFold models rsthand, speak with the team, and experience the unique features that have made the wagons a sellout choice amongst parents across the UK. Families will also have the opportunity to test drive the wagons to experience their manoeuvrability, spacious seating and all-terrain performance in a real-life setting.

www.babycentral.co.uk

The

big potty reset

Bambino Mio has launched The Big Potty Reset, a nursery-sector initiative designed to support earlier, more con dent potty training, ease pressure on nursery teams and reduce operational waste from disposables and associated costs.

“The Big Potty Reset is designed to support nurseries on both a developmental and operational level and directly challenges the UK’s reliance on disposable nappies and pull-ups,” comments Lesley Beach, Managing Director of Bambino Mio.

“Keeping toddlers dry and masking sensory feedback could unintentionally delay the (potty training) learning process by reducing children’s awareness of their body’s signals. Our pants help children to potty train faster, support independence and learning which in turn reduces the overall time spent on changes at nursery.”

Lesley continued, “At the same time a nursery’s operation costs are positively impacted, reducing waste to land ll and environmentally taking thousands of single-use disposables out of the system – estimated to cost local authorities around £60 million.” www.bambinomio.co.uk

Gamechanger for bath time

Angelcare is thrilled to launch the innovative BathDam, a gamechanger for family bath times.

Designed to transform a standard bathtub into a perfectly sized space, the BathDam allows you to shrink the tub, not the fun! While ideal for toddlers, it can also be used from birth in conjunction with an Angelcare Bath Support. This clever divider saves signi cant water and energy by reducing the bathing area.

Featuring two powerful suction cups for a perfect seal and a removable plug to allow for easy drainage, it is practical, eco-friendly, and convenient to store – it’s the ultimate addition for modern, busy family bathroom.

For further information please contact Chris Grech-Cini on the below. cgrech-cini@angelcaregroup.com

Angelcare® Simplifies Bath Time with New Multi-Purpose Bath Shelf

Angelcare® is excited to launch the Bath Shelf, designed to wor k in per fect har mony with t heir iconic Bath Suppor t. This clever pair ing transforms bath time: while the Suppor t safely cradles baby, the Shelf keeps toys and essentials within ar m’s reach—freeing parents’ hands for play and gentle washing. Engineered for the modern, space-conscious home, the Shelf features a quick-dr y mesh and a genius foldable design. It tucks away in seconds, allowing parents to reclaim their clu er-free bathroom sanctuar y once the splashing is over. It’s the ultimate upgrade for a stress-free, bonding-focused bath time routine

For more information please contact: Chris Grech-Cini, UK & IRE Countr y Manager, Email: cgrech-cini@angelcaregroup.com, Tel: +44 7960 776 006

h ps://angelcarebaby.com/en-uk

Why Harrogate remains the UK nursery industry’s most important trade event

As the ONLY UK trade fair in the year it’s the one show that every nursery professional should have in their diary.

In an increasingly competitive retail landscape, nding the right products, suppliers and commercial partners has never been more important. That’s why Harrogate International Nursery Fair continues to attract the biggest names, in uential buyers and most exciting new brands from across the nursery sector.

Taking place from 18–20 October 2026 at the Harrogate Convention Centre, Harrogate remains the UK’s only dedicated nursery trade show, bringing together the very best in baby, parenting and juvenile products under one roof.

For suppliers, it o ers a unique opportunity to engage directly with retailers and decision-makers. For buyers, it provides an unrivalled chance to discover new products, identify emerging trends and strengthen relationships with key industry partners. Simply put, if you are serious about the nursery market, Harrogate is where business gets done.

A proven platform for leading brands

The strength of Harrogate International Nursery Fair lies in the quality of its exhibitors.

Many of the industry’s most recognised brands have already con rmed their participation for 2026, including Cybex, Dorel, BabyStyle, Hauck, iCandy, Joie and Silver Cross. Their continued commitment re ects the value of the show as a platform for launching products, meeting customers and driving business growth.

While digital communication remains important, nothing replaces the impact of face-to-face conversations, hands-on product demonstrations and the opportunity to build lasting commercial relationships. Alongside these market leaders, visitors will nd a dynamic mix of established companies, fast-growing brands and innovative newcomers, creating a vibrant environment where buyers can compare products, explore opportunities and discover future bestsellers.

“Many of the industry’s most recognised brands have already confirmed their participation for 2026, including Cybex, Dorel, BabyStyle, Hauck, iCandy, Joie and Silver Cross. Their continued commitment reflects the value of the show as a platform for launching products, meeting customers and driving business growth.

More than a trade show

Harrogate o ers far more than a traditional exhibition. It provides a comprehensive snapshot of the nursery market, helping retailers understand emerging trends, evaluate new ranges and plan for future growth.

From travel systems and car seats to nursery furniture, interiors, feeding products, toys, safety equipment and lifestyle accessories, every major product category is represented. Buyers can review multiple ranges in one location, making the most of their time while gaining valuable market insight.

Many exhibitors use the show to unveil signi cant new developments. CuddleCo will showcase major expansion across its nursery furniture, interiors, textiles, play and lifestyle categories, alongside innovative merchandising concepts designed to help retailers create engaging in-store environments and maximise sales opportunities.

Maxi-Cosi will also be using Harrogate to present a range of new product launches across multiple categories, underlining the brand’s long-standing reputation for innovation, safety and practical solutions designed to support modern family life.

The exhibition oor will also feature suppliers including Cheeky Rascals, Done by Deer, BeSafe, PEG PEREGO, Red Kite Baby, Sophie la girafe, Venicci, Nuna and Graco, alongside a host of other established brands and emerging innovators. Visitors will have the opportunity to explore the latest developments across wheeled goods, car seats, nursery interiors, toys, feeding products and safety solutions from some of the industry’s most trusted names.

Whether seeking fresh inspiration, new supplier partnerships or insight into changing consumer trends, visitors will nd Harrogate an invaluable business resource.

Quality buyers, meaningful conversations

Unlike consumer exhibitions, Harrogate International Nursery Fair is designed exclusively for trade professionals.

More than 90% of attendees are buyers, ensuring exhibitors spend their time engaging with people who have genuine purchasing in uence and decision-making responsibility.

Visitors include independent retailers, department stores, online specialists, buying groups, multiple retailers and international distributors, creating valuable opportunities for exhibitors of all sizes.

For retailers, the bene ts are equally signi cant. Rather than arranging countless supplier meetings throughout the year, buyers can review hundreds of products and brands during a single three-day event, making for a more e cient and productive buying process.

A growing international reputation

Although rmly rooted in the UK market, Harrogate continues to attract an increasingly international audience.

Recent events have welcomed visitors from Europe, the Middle East, Asia and North America, helping UK brands develop export opportunities while introducing British retailers to innovative products from around the world.

This international reach adds further value for exhibitors seeking growth beyond domestic markets and ensures visitors gain exposure to the latest global developments shaping the nursery industry.

Building relationships that last

One of Harrogate’s greatest strengths is its atmosphere.

The event is widely recognised for being welcoming, accessible and genuinely business-focused. It creates an environment where buyers and suppliers can spend quality time together, discuss challenges, share ideas and explore future opportunities.

Many exhibitors report that some of their most valuable conversations happen away from formal appointments, whether during networking events, social gatherings or spontaneous meetings on the exhibition oor. In an industry built on trust and long-term partnerships, these connections remain invaluable.

Why 2026 matters

The nursery sector continues to evolve rapidly. Consumer expectations are changing, innovation is accelerating and retailers face increasing pressure to di erentiate their o ering.

Against this backdrop, Harrogate International Nursery Fair provides something online communication simply cannot replicate: the opportunity to see, touch, compare and experience products rst-hand while engaging directly with the people behind the brands.

For exhibitors, it is an opportunity to showcase innovation, strengthen customer relationships and generate new business. For retailers, it is a chance to discover new products, gain valuable market insight and make informed purchasing decisions for the year ahead.

See you in Harrogate

From global brands and established market leaders to exciting start-ups and emerging innovators, Harrogate International Nursery Fair 2026 promises another outstanding showcase of everything the nursery industry has to o er.

For suppliers looking to grow their business and retailers seeking their next commercial success story, there is simply no better place to be this October.

information and details

“Harrogate is widely recognised for being welcoming, accessible and genuinely business-focused. It creates an environment where buyers and suppliers can spend quality time together, discuss challenges, share ideas and explore future opportunities.

Designed For Modern

As Ergobaby continues to evolve alongside today’s families, the brand is entering a new era with a refreshed visual identity and a continued focus on ergonomics, education and innovation.

Nursery Today speaks with Ergobaby CEO and CMO Herbie Calves about the company’s journey, the thinking behind the rebrand and the trends shaping the future of babywearing.

Can you take us back to the beginning? How has Ergobaby evolved over the years, and what have been some of the key milestones along the way?

Ergobaby really started with one simple belief: babywearing should be comfortable, ergonomic and easy for families to use. From the beginning, we’ve believed that how a baby is carried really matters, both for healthy development and caregiver comfort.

Since then, we’ve grown from a specialist carrier brand into a globally recognised name in ergonomic baby gear. Along the way, we’ve helped shape the modern baby carrier category, earned strong recognition for our hip healthy designs and built a loyal community of parents and caregivers who see Ergobaby as part of everyday life, not just a one o purchase.

You’ve built a strong reputation in the infant carrier space. How would you describe Ergobaby’s current position within the category?

We’re fortunate to be seen as a leader in the baby carrier category. Retailers

and parents know Ergobaby for products that are ergonomic, well designed and made to be used day in, day out.

For us, babywearing has never been about trends. It’s about giving parents something reliable that they can feel con dent using. That’s why we continue to focus on healthy positioning and comfort, making sure our carriers work just as well in real life as they do on paper.

Your refreshed brand and new visual direction feel like an exciting step forward. What inspired it, and what do you hope it brings to the brand?

The refresh came from looking at what Ergobaby really stands for today. Babywearing sits at the intersection of science and emotion. There’s the technical side of ergonomics, but also the closeness and connection it creates.

As the brand has grown, our audience has evolved too. We wanted our visual identity to better re ect that, keeping the trust and heritage we’re known for, but with a warmer, more modern feel that resonates with today’s parents. It’s about being clearer,

more welcoming and more emotionally engaged, without losing our credibility.

What does the new look and feel say about where Ergobaby is heading, and how does it re ect modern parenting today?

It really shows that we’re moving forward alongside families while staying grounded in what matters. Parenting today is more shared and more diverse than ever, and parents expect products to be thoughtfully

Parenting

designed as well as functional. Our refreshed brand re ects that reality. It reinforces our commitment to science led design, but in a way that feels approachable, relevant and easy to understand.

From a retail perspective, what tangible bene ts will this rebrand bring to your stockists, both in store and online?

For retailers, the biggest bene t is clarity. The rebrand brings clearer product organisation, stronger storytelling and a more premium look both in store and online.

We’ve also put a big focus on education. Our updated visuals and content make it much easier for parents to understand what proper ergonomics looks like. That helps retail teams have more con dent conversations and makes it easier for Ergobaby to stand out on shelf.

How are you rolling out and communicating the rebrand to ensure retailers and consumers fully understand the new direction? We’re rolling it out across all key touchpoints, from digital content and visual assets through to education tools for retail.

A big priority has been simplifying the science. We’re clearly showing the di erence between something that looks good and something that’s genuinely ergonomic. When that’s easy to understand, it helps both retailers and parents quickly see the value in

what we do. Consistency across channels has been key.

Brand awareness is critical in this category. How are you continuing to build and maintain a strong presence in an increasingly competitive nursery market?

It’s a busy market, so being clear and credible really matters. Our focus is on reinforcing Ergobaby’s authority through education, innovation and strong relationships with retail partners.

Parents are researching more than ever, so it’s important that wherever they come across Ergobaby, the message is consistent and easy to understand. That means clear positioning, strong category leadership and products that continue to deliver on comfort, safety and design.

Social media plays a big role in parenting journeys today. How important is it to Ergobaby, and how are you using it to showcase the new imagery?

Social media is important for us because it allows us to show Ergobaby in real family settings, not just as a product.

It’s where we bring the new imagery to life, share practical advice and show how babywearing ts into everyday routines. That kind of authentic content helps parents relate to the brand, and it also supports retailers by reinforcing consistent brand storytelling.

Supporting nursery retailers remains vital. What tools or initiatives are you o ering to help them drive sales?

Supporting nursery retailers has always been a priority for us. We continue to invest in clearer product information and better education materials that help teams feel con dent talking about ergonomics.

When retail sta feel informed, they’re much better placed to build trust with parents and guide them to the right product. In a category like babywearing, that guidance really does make a di erence.

What key trends are you seeing in infant carriers, particularly around ergonomics and hip dysplasia awareness?

We’re seeing a real increase in awareness around ergonomics, especially when it comes to healthy hip positioning, spinal support and airway safety.

Parents are more informed and more selective. They want products that feel simple to use, but that are

backed by real performance. It’s a positive shift for the category, as it raises expectations and puts more emphasis on what truly matters in a baby carrier.

Finally, what’s next for Ergobaby, and where do you see the biggest growth opportunities?

Looking ahead, our focus is on introducing more families to ergonomic babywearing and continuing to grow across key global markets.

We’re particularly excited about the sling carrier category. Parents are increasingly looking for options that feel intuitive, close and easy to use beyond the newborn stage. With products like Lift Hip, Upsie Sling and Alta Hip Seat, we’re well positioned to grow awareness and help retailers broaden the babywearing conversation.

Barking Mad

In his latest column, Pramland’s John Barker delivers a frank assessment of the challenges facing independent retailers in 2026. Despite growing turnover, expanding market share and attracting more customers than ever, John argues that rising costs and relentless pricing pressures are making it increasingly di cult to achieve sustainable pro tability. From wage increases and shipping costs to the impact of discounting and price matching, he explores why turnover alone is no longer enough and why retailers must focus on protecting margin if they are to secure their long-term future.

Hello everyone. I hope you are all well and that business has been good since last month’s article.

I’m afraid there’s no padding this month. I’m getting straight to the topic as I have a lot to say, and I certainly hope you’re all ready for a good moan because this month I have plenty of them.

But John, why are you in a bad mood and what could you possibly have to moan about?

I’m going to try and summarise it as succinctly as I can. I am fed up to the back teeth of not being able to make what I class as an acceptable level of margin. Over the past couple of weeks I’ve been completing the year-end accounts with my accountant and, despite seeing signi cant gains in turnover, the bottom line doesn’t seem to move at the same pace. That has really given me the hump.

I’ve worked tirelessly to keep pushing the business forward and I

nd it extremely disheartening to see those e orts rewarded so modestly. At the start of the year, you may recall I discussed how 2026 was going to be an extremely di cult trading year for all of us. Increases in rates, utilities and other associated business costs such as insurance have all been signi cant, but they have been dwarfed by the increase in wage bills. This staggering, and I would argue unsustainable, rise in costs has created challenges that would have crippled many small businesses.

Thanks to an aggressive expansion plan implemented at the end of last year, we have managed to o set many of these increases by bringing in more parents-to-be. A structured marketing strategy, the loss of local competitors and the fact that others have simply not matched our level of aggressive marketing have allowed us to strengthen our position in the area. That stronger market position has enhanced our reviews and reputation,

“ ”

I’m not being greedy by wanting to earn more. I’m stating a fact. All retailers must earn more or risk having to make cuts. Those cuts can be dangerous if not handled correctly. Reducing ranges or losing staff may appear to save money, but they can have a negative impact on customer service and ultimately reduce sales.

helping us pull further ahead of the competition and establish ourselves as almost the only true destination in the region for expectant parents.

So, we have managed to weather these additional costs, but my job would have been made much easier if I were actually in control of my own destiny. Despite having worked in this industry for nearly 20 years, it has only recently dawned on me that none of us are truly in control of our businesses. That realisation is not sitting well.

What do I mean by this? Simply put,

almost every business decision I make is in uenced, or more often dictated, by the market rather than by what my business actually needs.

I would love to be in control of my pricing. To have the freedom to decide what my margin will be is a luxury I dream about. Being able to sell one of the market’s best-selling products without discounting it to price match is something we haven’t done for more than 15 years.

Many brands support me with margin protection when I need to price match, and that is greatly

“

As I mentioned earlier, we have been fortunate to see continued growth. That growth has come through increasingly dominating our local market. Financial growth has also been matched by geographical growth, which has contributed to rising costs.

appreciated. However, it doesn’t solve my biggest issue. If I sell a £1,200 pram bundle for £1,100 and the brand reduces my cost price so I maintain the same percentage margin, I’m still earning that margin on £100 less. At 30%, that’s £30 of cash margin lost.

If that happens four or five times a week, which it often does, that’s £150 in cash margin gone. To put that into context, at minimum wage that’s almost 12 hours of a team member’s wages. The situation is even worse when the product being price matched isn’t supported by the brand. I’m not being greedy by wanting to earn more. I’m stating a fact. All retailers must earn more or risk having to make cuts. Those cuts can be dangerous if not handled correctly. Reducing ranges or losing staff may appear to save money, but they can have a negative impact on customer service and ultimately reduce sales. We carry every Venicci travel system

”

on display, all three models and every colour. If a customer visits us, there is no reason for them to go elsewhere because we have the full range available. Reducing our display stock might lower costs, but it would be naive to think sales would remain the same. I estimate we would see a reduction of 30 to 40% in sales from that brand alone. When compared with the savings achieved, I am confident it would be a poor decision.

As I mentioned earlier, we have been fortunate to see continued growth. That growth has come through increasingly dominating our local market. Financial growth has also been matched by geographical growth, which has contributed to rising costs.

Every month we welcome more parents-to-be from further afield. Our reach now stretches from Scarborough in the north to York in the west and Skegness in the south. We have tried marketing further east, but so far the

only additional audience appears to be a few more people.

While that sounds like a huge area, much of it consists of villages and rural communities with ageing populations. As more customers travel to shop with us, we are seeing a substantial increase in delivery costs because many want their purchases shipped directly to their homes. The cost of delivering a five or six-box bundle is eye-watering when you don’t have the shipping volumes of major online retailers.

Unfortunately, I have little choice but to absorb those costs. If I started charging for delivery, which I would happily do, I believe it would have a significant impact on sales. Why would

parents shop with me if they can buy the same products online for less and receive free delivery, while I charge full RRP plus £30 for shipping?

As I’ve already said, I’m not greedy. I simply want to earn a better living from the business we’ve built. I’m not even looking for a dramatic increase. We just need to earn a little more on everything.

For example, if you could earn an extra £50 on every order, or simply avoid giving away £50 through discounting, the impact would be significant. On 15 orders a week, that would equate to an additional £39,000 a year.

What could your business do with an extra £39,000 a year?

Celebrating 30 Years

From a van full of innovative parenting products to one of the nursery industry’s most recognised distributors, Cheeky Rascals has spent three decades supporting families, retailers and brands alike. We caught up with Commercial Director Leonie Hayward to re ect on the company’s journey so far, the milestones and challenges that have shaped the business, and how the team is marking its landmark 30th anniversary while continuing to look ahead to the future of the nursery market.

For anyone who may not know the story behind Cheeky Rascals, can you give us a quick introduction to the business and how it has grown into one of the nursery industry’s best-known distributors over the past 30 years?

Cheeky Rascals was founded by Selina Russell back in 1996 after she discovered innovative parenting products while living and working in France. At the time, many of these products simply were not available in the UK, and after constantly being asked by friends to bring products back for them, she realised there was a genuine gap in the market for practical, problemsolving nursery products.

What started very modestly with a van full of products, lea ets and a lot of determination has grown into one of the UK’s leading nursery distributors. From the beginning, the business has always focused on nding genuinely useful products that make family life easier, and that philosophy still guides everything we do today.

Over the years, we have built long-standing relationships with retailers, brands and industry partners, representing globally recognised names including Baby Brezza, Owlet, Lascal BuggyBoard, Rockit, Fred Safety, Potette and now exciting new launches like Loulou Lollipop. While the market has evolved enormously over the last 30 years, our core mission has remained unchanged.

Three decades in business is a huge achievement. How has Cheeky Rascals evolved over the years, and what do you feel have been some of the biggest milestones that have shaped the company into what it is today?

The business has evolved massively over the last three decades, both in terms of scale and the way parents shop and engage with brands. When Cheeky Rascals rst launched, the nursery industry looked very di erent. Social media did not exist, online retail was minimal

and product awareness relied heavily on in-store experiences and word of mouth.

One of the biggest milestones has been building a portfolio of genuinely trusted brands that parents and retailers recognise and return to time and time again. Bringing innovative products like Lascal BuggyBoard to the UK market was a huge moment for the business, and more recently we have seen incredible growth in categories like smart baby tech and feeding solutions with brands such as Owlet and Baby Brezza.

Another major milestone has simply been longevity. The nursery industry is constantly evolving, and we have seen many brands and businesses come and go over the years. Remaining relevant for 30 years comes down to staying close to parents, understanding what families actually need, and continuing to adapt as those needs change.

We are also incredibly proud of the relationships we have built within the industry. Many of our retail and brand partnerships span years, and that level of trust is something we never take for granted.

As a long-standing distributor within the nursery sector, you have seen the market change dramatically over the years. What have been some of the biggest challenges you have faced, and equally, what moments or successes stand out most proudly for the team?

Like many businesses, we have had to navigate huge shifts in retail, consumer behaviour and global supply challenges over the years. More recently, the pace of digital change and the rise of social media have transformed how brands communicate with parents and how quickly trends can evolve.

One ongoing challenge is that parents today are more informed than ever before, which is positive, but it also means expectations around service, education and product support are incredibly high. We see that as an opportunity as much as a challenge because it pushes us to continually improve.

In terms of proud moments, there are many. Seeing products we introduced to the UK become household names is hugely rewarding. Watching retailers grow alongside us and hearing directly from parents about how a product has genuinely made their lives easier is always incredibly satisfying.

Reaching 30 years in business is obviously a huge milestone for the whole team too. It is a re ection of the passion, resilience and commitment of everyone who has been part of the Cheeky Rascals journey over the years. This year marks your 30th anniversary, which is an incredible milestone. How are you celebrating the occasion with your retail partners, brands and consumers, and what does reaching this point mean personally to the business?

We really wanted our 30th anniversary celebrations to re ect both the people and the partnerships that have shaped the business over the years.

Throughout June, we are running a number of activities, including a retailer-focused surprise and delight campaign to thank our independent retail partners for their continued support. We are also bringing together past and present members of the Cheeky Rascals team for a celebration event re ecting on the journey of the business over the last three decades.

Most importantly, we wanted the milestone to have a meaningful charitable element too, which is why we launched our ‘30 for 30’ fundraising challenge in support of Naomi House & Jacksplace children’s hospice.

Personally, reaching 30 years feels incredibly special. It is a moment to re ect on how far the business has come from those very early days around the kitchen table, but also a chance to celebrate the amazing people, brands and retailers who have supported us along the way.

Can you tell us a little more about the 30 for 30 challenge you are running? What inspired the idea, and how important is it for Cheeky Rascals to give something back and bring people together through initiatives like this?

The ‘30 for 30’ challenge is something the whole team has really embraced. Every member of the Cheeky Rascals team is taking on their own personal 30-day challenge throughout June to help raise funds for Naomi House & Jacksplace, which provides incredible support for children and young adults with life-limiting conditions and their families.

“The nursery industry is constantly evolving, and we have seen many brands and businesses come and go over the years. Remaining relevant for 30 years comes down to staying close to parents, understanding what families actually need, and continuing to adapt as those needs change.

”We wanted to mark our anniversary in a way that was not just about celebrating ourselves as a business, but also about giving something back and bringing people together. Family has always been at the heart of what we do, so supporting a charity that works so closely with families felt incredibly important to us.

It has also been a really lovely way to involve the whole team in the celebrations. Everyone has approached their challenges di erently, and it has created a great sense of togetherness across the business.

Cheeky Rascals has built a really strong reputation for identifying and nurturing standout nursery brands. What do you look for when bringing new brands into the portfolio, and how closely do you work with partners to help grow awareness and retail success in the UK market?

For us, it always comes back to one simple question. Does this product genuinely make life easier for parents?

We have always been very selective about the brands we bring into the portfolio. Trends come and go, but products that solve real parenting challenges tend to stand the test of time. If a product does not feel relevant or useful to our own families, then it is probably not right for us.

We also look for brands with strong values, innovation and long-term potential. We want to work collaboratively with partners to build sustainable growth in the UK market rather than chasing short-term trends.

Our role goes far beyond distribution. We work very closely with our brand partners and retailers across sales, marketing, PR, digital content, in uencer activity, education and customer support to help build awareness and drive long-term retail success. Consumer habits are constantly evolving, especially in the nursery sector. How does the business stay close to changing trends and parent priorities, and what role do social media, digital content and your website now play in connecting with today’s consumers and supporting retailers? Parents today consume information very di erently than they did even ve years ago. Social media, online reviews, in uencers and digital communities now play a huge role in shaping purchasing decisions, particularly within the nursery sector.

We stay close to changing parent priorities by constantly listening, whether that is through our retailers, customer service teams, online communities or social engagement. We are always looking at what challenges parents are facing and how products can help support them.

Digital content now plays a huge role in both consumer education and retailer support. Parents want detailed product information, demonstrations and reassurance before making purchasing decisions, especially with more premium nursery products.

Our website and social channels have become really important touchpoints for sharing educational content, troubleshooting advice, product demonstrations and brand storytelling. At the same time, we work closely with retailers to ensure they have the tools, assets and support needed to communicate effectively with today’s digitally engaged consumers.

Looking ahead, are there any product categories currently performing particularly well or generating strong momentum with parents? And as you look to the future, are there plans to further expand the Cheeky Rascals brand portfolio or explore new opportunities within the nursery market?

We are continuing to see really strong momentum in

categories that genuinely simplify everyday parenting challenges, particularly feeding solutions, smart baby tech and sleep-related products.

Parents are increasingly looking for products that combine convenience, reassurance and innovation, which is why brands like Baby Brezza and Owlet continue to perform so strongly. There is also growing interest in products that support flexible family lifestyles and help reduce stress during busy daily routines.

Looking ahead, we are absolutely focused on continuing to grow the portfolio with brands that align with our core philosophy of practical, trusted parenting solutions. We are always exploring new opportunities within the nursery market and looking at emerging trends and categories, but the focus will always remain on quality over quantity.

As we celebrate 30 years, there is a real sense of excitement about the future. The parenting landscape continues to evolve, and we are looking forward to continuing to bring innovative, genuinely useful products to families for many years to come.

www.cheekyrascals.co.uk

Supporting Every Stage of Sleep

From a baby’s very rst nights to the growing independence of childhood, sleep plays a vital role in healthy development. Prestige Sleep explores how children’s sleep needs change at every stage of their journey and why choosing the right mattress can support safety, comfort, wellbeing and long-term value for families. By understanding these evolving requirements, retailers can o er targeted sleep solutions that help children rest better and grow with con dence.

Children’s sleep needs evolve signi cantly from birth through to their teenage years, creating valuable opportunities for retailers to o er targeted sleep solutions that support every stage of development. From rst-sleep mattresses to junior and single mattresses, understanding the changing requirements of growing children allows retailers to curate ranges that deliver trusted safety, engineered comfort and long-term value for families.

As parents become increasingly informed about the importance of sleep quality, demand continues to grow for mattresses that combine breathable materials, developmental support and durable construction. Retailers that can o er products tailored to each stage of childhood are well positioned to build customer trust and long-term loyalty.

Baby | 0–6 Months

Within the newborn category, safety remains the highest priority. Parents are looking for mattresses that create a secure sleep environment from day one, particularly for Moses baskets and bedside cribs.

Newborn mattresses should provide a rm, at sleep surface alongside excellent breathability to help regulate air ow and maintain a comfortable sleep environment. Lightweight, supportive construction and carefully selected materials also play an important role in ensuring both safety and practicality for parents.

Sustainably sourced and eco-conscious materials are becoming increasingly important within the nursery sector, with parents seeking products free from harmful chemicals and designed with long-term wellbeing in mind. Mattresses that combine breathable performance with trusted safety credentials continue to o er strong appeal at retail level.

Support remains a critical factor as children continue to develop physically. High-quality mattress construction, including durable llings and supportive spring systems, can help provide the stability and comfort required for growing bodies while also withstanding the demands of daily use. Advanced comfort layers and responsive support systems help promote consistent sleep quality while delivering the longevity parents expect from a long-term investment product.

Sustainability also continues to in uence purchasing decisions, with many families actively seeking durable mattresses manufactured using responsibly sourced and eco-friendly materials designed to last well beyond the early childhood years. By choosing products built to support both sleep and everyday activities, parents can invest in a mattress that meets the evolving needs of growing children for years to come.

Toddler | 6 Months–5 Years

As children transition into cots and cot beds, mattress requirements begin to evolve alongside rapid physical growth and changing sleep patterns. During this stage, retailers are increasingly seeing demand for products that o er both adaptability and longevity.

One of the most e ective solutions is a mattress designed to support multiple stages of development within a single product. The ideal construction provides a rmer support surface suitable for younger toddlers alongside a more responsive pocket spring sleep surface designed for children from approximately 18 months onwards.

This engineered approach allows the mattress to adapt as the child grows. The rmer side helps support early-stage development, while the pocket spring side delivers enhanced comfort, improved pressure distribution and responsive support during key years of spinal growth.

Breathable construction, temperature-regulating materials and safety-focused design remain essential features throughout this stage. At the same time, the extended lifespan of these adaptable mattresses o ers retailers a compelling long-term value story for parents seeking products that can grow alongside their children.

Child | 5 Years+

The transition to a single mattress represents an important milestone in a child’s development. As children grow, their sleep environment must continue to evolve to provide greater comfort, support and durability.

At this stage, parents are increasingly focused on products that balance long-term structural support with a more mature sleep experience. Larger sleep surfaces provide greater freedom of movement, not only during sleep but also throughout the day, as beds become multifunctional spaces for relaxing, reading, gaming, socialising with friends and everyday play. As children spend more time using their beds beyond sleep, comfort and durability become even more important considerations.

Conclusion

By understanding the changing sleep requirements of children throughout every stage of development, retailers can create mattress ranges that deliver trusted safety, engineered comfort and lasting value for modern families.

From rst sleep through to growing independence, thoughtfully designed mattresses play an essential role in supporting healthier sleep and better development, helping children rest comfortably at every stage of their journey.

www.prestigesleep.co.uk

Sleep solutions that matter

As parents place greater emphasis on safe and healthy sleep habits, retailers have a valuable opportunity to provide reassurance, expert guidance and innovative products that support the whole family.

Few subjects generate as much conversation among new parents as sleep.

From those rst precious days at home, families are focused on creating a safe, comfortable environment that helps their little one rest well. While every baby’s sleep journey is di erent, one thing is certain: parents want reassurance that they are making the right choices.

This desire for con dence and peace of mind has helped make the sleep category one of the most important and emotionally driven areas within the nursery market. Today’s parents are more informed than ever before and are taking time to research products, materials and safety features before making a purchase. As a result, retailers have an increasingly important role to play in helping families navigate the many options available.

Safe sleep remains at the heart of purchasing decisions. Guidance from organisations such as The Lullaby Trust has helped raise awareness around creating safer sleep environments, encouraging parents to seek products that combine practicality, comfort and trusted safety credentials.

At the same time, modern parents are looking for products that make everyday life a little easier. The reality of sleepless nights means that convenience is often high on the priority list. Products that simplify bedtime routines, support night time feeds or help create a calming sleep environment continue to resonate strongly with consumers.

Bedside cribs remain a rm favourite for many families, o ering the comfort of keeping baby close while maintaining a separate sleep space. They provide reassurance during those early months and can help make night time routines feel more manageable for tired parents.

Longevity is another key consideration. With families increasingly looking for products that o er excellent value, adaptable furniture continues to perform well. Cots that convert into toddler beds and beyond are particularly appealing, giving parents con dence that their investment will grow alongside their child.

Mattresses are also a major focus within the category. Parents are paying closer attention to the materials used and the features that can support a comfortable night’s sleep. Breathable designs, natural llings and organic fabrics are all attracting interest, while dual-sided mattresses that cater for di erent stages of development o er both practicality and long term value.

Beyond the core furniture pieces, the wider sleep category continues to evolve with a wealth of innovative products designed to support both babies and parents. Breathable bedding, swaddles, comforters, nightlights, soothers and baby monitors all contribute to creating a sleep environment that feels calm, comfortable and reassuring.

Technology is also playing a growing role. Smart monitors and products that help parents better understand their baby’s sleep patterns are becoming increasingly popular. However, despite these advances, expert advice remains one of the most valuable tools retailers can o er.

For many parents, particularly rst time buyers, shopping for sleep products can feel overwhelming. With so much information available, having access to knowledgeable retail sta who can explain features, answer questions and o er practical guidance can make all the di erence. Building trust through expertise not only supports customers but also strengthens long term relationships.

Ultimately, the sleep category is about much more than products. It is about helping families feel supported during one of the most signi cant stages of their parenting journey. By o ering carefully selected ranges, trusted advice and solutions that genuinely address parental concerns, retailers can position themselves as valued partners while bene ting from a category that remains central to every nursery department.

Over the following pages, we showcase some of the latest sleep products available to order now, highlighting innovations designed to support safer sleep, greater comfort and more restful nights for babies and parents alike.

Supporting restful sleep

Helping parents feel close to their baby during naps and through the night, the Hubble Go Baby Portable+ Baby Monitor has been designed to support more restful sleep routines and greater peace of mind. Whether parents are in the next room, elsewhere in the home or away for the weekend, it helps them stay connected when reassurance matters most.

Combining 2K Ultra Clear HD video with WiFi and non-WiFi connectivity, the monitor gives parents a clear view at any time, so they can check in without disturbing their baby’s sleep. The attachable all-day battery also enables true portability, making it easy to move the monitor around the home as routines shift from daytime naps to overnight sleep.

Through the HubbleClub app, Advanced Sleep Insights and smart alerts including rollovers, covered face detection and true cry recognition help parents better understand their baby’s sleep and respond with con dence when needed. These intelligent features are designed to cut through uncertainty and o er peace of mind during the moments when reassurance matters most.

The Hubble Go Baby Portable+ has also been recognised across multiple industry awards, winning Platinum for Best Video Monitor at the Loved By Parents Awards, alongside Silver for Best Innovative Sleep Product 2026 and Silver for Best Buy Product of the Year 2026.

TEL: 0333 220 6070 | sales@rkwltd.com

The Ultimate Bedtime Ecosystem

Award-winning comfort

Recognised with two Platinum awards from Loved By Parents for both Best Nursery Bedding and Best Nursery Bedding Design, Chicco’s award-winning Next 2 Me Bamboo Crib Sheets combine exceptional comfort, thoughtful design and everyday practicality for modern families.

Compatible with the Chicco Next 2 Me Collection including the Next 2 Me Forever and Next 2 Me twins bedside crib, the sheets are designed to complement Chicco’s versatile sleep solution which supports families from birth up to 4 years and transitions from a bedside crib to a traditional crib.

Made from naturally hypoallergenic bamboo bres, the sheets are especially suited to delicate newborn skin and babies prone to irritation. The breathable, moisture-absorbing fabric helps regulate body temperature, keeping little ones comfortably cool and dry throughout the night for a more settled sleep environment.

Ultra-soft and designed to maintain their smooth feel wash after wash, the sheets o er lasting comfort alongside a secure t, with elasticated edges ensuring they stay neatly in place on standard crib mattresses for fuss-free bedtimes.

Free from harsh chemicals and dyes, they provide a more sustainable, baby-friendly sleep solution that supports both wellbeing and peace of mind.

TEL: 0333 220 6070 | sales@rkwltd.com

Sweet retreat

This sweet retreat is designed to keep little one close and cradled in their own secure space through the night, whether at home or away.

The lift and lower side makes for easy feeding, changing or cuddling – not to mention peace of mind during those rst newborn days. Kubbie sleep has a handy strap and clip attachment to secure the crib to the side of the best, keeping it nice and secure.

The secure, full size bassinet is a breeze to remove and reattach, taking you seamlessly from night to day, from nap to play. uksales@joiebaby.com www.joiebaby.com

Style meets sleep-time functionality

Combining contemporary design with everyday functionality, the Ickle Bubba Nova Moses Basket & Stand o ers a stylish sleep solution for newborns.

Parents can create a calm, consistent bedtime routine with the Angelcare AC25-1 Baby Movement Monitor.

With built-in lullabies and a soft nursery nightlight help settle your baby into a peaceful evening environment. For true parental peace of mind, Angelcare’s unique wireless Movement Sensor Pad monitors little one contact-free from beneath the mattress, sounding a reassuring alarm only if no micromovements are detected for 20 seconds.

Delivering high-quality video and crisp two-way audio without the need for Wi-Fi or apps, the AC25-1 o ers a secure, reliable ecosystem that supports parents every single night.

For further information please contact Chris Grech-Cini on the below. cgrech-cini@ angelcaregroup.com

Featuring a plush mattress, soft, padded basket and stand, the Nova creates a cosy environment for babies during their early months. Lightweight and easy to move around the home, it allows parents to keep little ones close by while they sleep anytime, anywhere. With a foldable stand and exible bassinet, it’s folds down for quick and easy storage or e ortless transport if travelling. Its neutral aesthetic complements modern interiors, while the elevated stand provides convenient access to baby.

Sales enquiries please contact: jade.allen@icklebubba.com www.icklebubba.com

Sleep centred solutions

Award-winning nursery brand Snüz has been helping families sleep better since 2013.

With over a decade of experience as sleep specialists, the brand was founded on the belief that parenting is made easier through a great night’s sleep. Creating sleep-centred solutions with a commitment to safety, quality and style, Snüz is home to three of the UK’s best-selling newborn beds, including the iconic SnüzPod - the rst bedside crib to enter the market. Following the launch of SnüzPod5 last year, the fth generation of its bestselling crib, Snüz continues to support millions of parents worldwide on their sleep journey.

TEL: 01789 734 022    trade@greensheepgroup.com

Award winning sleep

The Little Green Sheep is dedicated to providing only the very best for baby.

For 20 years, the award-winning brand has been creating beautifully crafted sleep essentials made with natural and organic materials, helping parents create safer, healthier sleep environments for their little ones. From award-winning Moses Baskets, and natural mattresses to sleeping bags and super-soft baby bedding, The Little Green Sheep has everything parents need to create the comfiest and safest sleeping environment for baby.

trade@greensheepgroup.com

New Almond colourway for Chicco Next 2 Me Forever Bedside Cot

Chicco has expanded its sleep range with the introduction of a stylish new Almond colourway for the Chicco Next 2 Me

Forever Bedside Cot, bringing a warm, contemporary neutral tone to modern nursery interiors.

Designed to support families from birth up to 4 years, the Chicco Next 2 Me Forever Bedside Cot is a versatile 3-in-1 sleep solution that transitions from a co-sleeping bedside cot to a traditional cot and later a Montessori-inspired floor bed for toddlers. Its extended dimensions allow parents to continue co-sleeping beyond the standard six months, offering reassurance and flexibility as little ones grow.

Practical features include an easy one-hand sliding side barrier for quick access to baby, 11 adjustable height positions to suit a wide range of beds and a tilting function designed to help improve comfort during periods of reflux or congestion. A breathable mattress and mesh sides help promote airflow for a more comfortable sleeping environment, while Chicco’s patented safety barrier system provides added reassurance for parents.

Blending functionality, longevity and contemporary styling, the Chicco Next 2 Me Forever Bedside Cot in Almond offers a complete sleep solution designed to adapt through every stage of early childhood.

TEL: 0333 220 6070 | sales@rkwltd.com

Great travel solution

Whether at home or away, the award-winning Red Kite Sleeptight Travel Cot provides a safe and comfortable space for little ones to rest.

Lightweight, compact and easy to transport, it folds neatly into its own carry bag, making it ideal for holidays and overnight stays. Suitable from birth, it features a padded mattress, breathable mesh sides for visibility and airflow, and a secure locking base for added peace of mind. Softly padded throughout with easy-clean fabrics, it’s designed for comfort, convenience and everyday practicality.

www.redkitebaby.co.uk

Quick setup

Amigo is designed with busy parents in mind, offering a quick setup and even easier fold – with one quick pull.

Perfect for travel, this full-size travel cot transforms into a compact package that’s easy to pack and store - ideal for any journey. Suitable from birth to 15kg, amigo has both bassinet and travel cot mode, to grow with little one. uksales@joiebaby.com

www.joiebaby.com

Timeless design

The early days of parenthood call for a space that feels calm, comforting and easy to live with.

The Burford 3 Piece Nursery Furniture Set brings together warm oak tones, timeless design and everyday practicality to create a beautifully balanced nursery. Including a cot bed, dresser changer and wardrobe, each piece is thoughtfully designed to support daily routines with generous storage and adaptable features that grow with your child. With its classic detailing and reassuring durability, Burford offers a long-lasting solution for modern family life – a space that feels considered from the very beginning. For more information contact the below.

sales@cuddleco.co.uk

www.cuddleco.co.uk

Sleeping Soundly

As Category Director for Nursery at RKW LTD, Mike Acton has a clear view of how the sleeptime category continues to evolve for modern families. From the continued success of bedside cribs through to the growing demand for smart monitoring technology, he discusses how brands including Chicco and Hubble are responding to changing consumer expectations, and how RKW is supporting retailers across this increasingly important category.

RKW has built a strong reputation within the nursery industry. Can you start by giving us a quick overview of the business and how you work with brands such as Chicco and Hubble within the sleeptime category?

RKW is a leading UK distributor and brand partner, working with a strong portfolio of trusted nursery brands to bring innovative, practical and high quality products to market.

What Chicco does particularly well is o er choice within the category, rather than a one size ts all solution. Families all have di erent needs, whether that is a more compact option, a longer use solution, something highly portable, or a crib that feels more aligned with the look and feel of the home.

“Within the nursery sector, and particularly the sleeptime category, our role is very much about partnership. We work closely with brands such as Chicco and Hubble to understand what parents need, what retailers are looking for, and how we can help bring those two things together.

Sleeptime is such an important area for families, so the products have to deliver reassurance, safety and ease of use, while also tting into modern family life. Our job is to support the brand proposition, make sure retailers have the right tools and information, and help parents feel con dent in the products they are choosing.

Sleep products are such an emotive purchase for parents. Chicco was one of the rst brands to really establish bedside cribs. How has the range evolved over time to stay relevant with changing parenting trends and consumer expectations?

Chicco has always been very close to parents, and that has been key to the way the bedside crib range has developed over time. Parenting habits, home environments and sleep routines have all changed, so the range has had to evolve with modern family life.

Sleeptime is such an important area for families, so the products have to deliver reassurance, safety and ease of use, while also tting into modern family life. Our job is to support the brand proposition, make sure retailers have the right tools and information, and help parents feel con dent in the products they are choosing.

”The range now re ects that breadth. The Chicco Next2Me Essential Bedside Crib provides a more accessible option while still delivering the trusted bedside crib bene ts parents expect. The Chicco Next2Me Armonia Bedside Crib brings in additional comfort and convenience features, including a motion sensor night light for added reassurance during the night. At the more premium end, the Chicco Next2Me Forever Bedside Cot o ers a longer use solution, which is ideal for parents looking for longevity and exibility from their nursery purchases. Style has also become much more important. Parents

want products that feel calm, modern and considered, with colours and nishes that work naturally in their home. Chicco has responded to that with designs that feel practical, but also softer and more in tune with current nursery and interior trends.

Ultimately, the category has moved beyond simply o ering a safe sleep space. Parents are looking for reassurance, closeness, convenience, value and design, and Chicco has continued to adapt its range around those expectations.

When parents are choosing a bedside crib today, what are the key things they are looking for, and how important has value for money become as the category has become more competitive?

Safety will always come rst. Parents want to know that the product they are choosing is trusted, well designed and suitable for those early months when sleep can feel like one of the biggest challenges.

After that, ease of use is absolutely key. A bedside crib needs to be simple to assemble, easy to adjust, practical during night feeds and comfortable for baby. Features such as multiple height positions, secure bed attachment, tilt options, breathable fabrics, washable covers and travel bags can all make a real di erence to everyday use.

Those practical details matter because parents are not just buying for one moment. They are thinking

about night feeds, daytime naps, weekends away, visits to family and how the product fits into their routine. The more flexible and intuitive the product feels, the more confidence it gives them.

Value for money has also become a major factor. The category is much more competitive now, and parents are very considered in how they spend. They want trusted brand quality, useful features and longevity, but at a price point that feels accessible. It is not just about being the cheapest option, it is about delivering genuine value and making parents feel they have invested in the right product for their family.

Bedside cribs continue to show strong growth within the nursery sector. How is RKW supporting Chicco in gaining further traction and visibility here in the UK?

We work very closely with Chicco to make sure the range is visible, well supported and clearly communicated across the UK market.

That includes targeted marketing activity, in store support, digital campaigns and strategic product launches, but it also comes down to telling the product story properly. Parents need to understand what makes each crib different, how it can support them, and why Chicco is such a trusted name in this space.

For retailers, clarity is really important. The bedside crib category is now highly competitive, so helping customers navigate the range with confidence is a key part of driving conversion. We support that through product information, merchandising guidance, training and content that helps bring the benefits to life.

From a retail point of view, we also focus heavily on stock availability, merchandising support and omnichannel visibility. Whether a parent is researching online, shopping in store or comparing options across retailers, we want Chicco to be easy to discover, easy to understand and easy to buy.

Looking at monitors, enhanced digital features such as app connectivity, sleep tracking and smart monitoring are really influencing purchasing decisions. How has Hubble experienced growth

within this evolving category, and what features are resonating most with parents?

Hubble has performed strongly because it taps into what modern parents are really looking for: reassurance, flexibility and connected support.

The monitor category has changed significantly. Parents no longer see monitors as a simple audio or video product. They are looking for smart nursery solutions that can help them feel more connected and informed, whether they are in the next room or away from home.

“The monitor category has changed significantly. Parents no longer see monitors as a simple audio or video product. They are looking for smart nursery solutions that can help them feel more connected and informed, whether they are in the next room or away from home.

”Features such as app connectivity, two way communication, sleep tracking, temperature monitoring and real time notifications are all resonating well. Today’s parents are comfortable with technology, but they want it to be useful and intuitive.

What is important is that the technology feels supportive rather than overwhelming. Parents want clear information, reliable alerts and features that help them understand their baby’s environment and routine. Hubble’s strength is in offering smart features that feel practical and relevant to everyday parenting.

Parents are increasingly looking for products that provide both reassurance and convenience during those early months. How important are ease of use, reliability and smart technology when developing and positioning the Hubble range? They are absolutely central. During the early months, parents are tired, busy and often trying to find a new routine, so any technology has to make life easier, not more complicated.

Ease of use is critical. Parents want a product that is simple to set up, easy to navigate and reliable from the start. With monitors in particular, reliability is a huge part of the trust factor. Consistent performance, clear sound and visuals, and dependable connectivity all help give parents peace of mind.

Smart technology is important, but only when it adds real value. The focus for Hubble is not on adding features for the sake of it, but on providing practical tools that genuinely support family life, whether that is monitoring sleep, checking room temperature or staying connected through an app.

That balance is really important from a retail perspective too. The benefits need to be easy to explain and easy for parents to understand. When smart technology is positioned around reassurance, convenience and everyday support, it becomes much more meaningful for families.

Finally, both sleeptime products and monitors are incredibly personal purchases for families. How does RKW support its retail partners in helping parents feel reassured, informed and confident when shopping within this category?

These are very personal and often emotional purchases, so the retail experience really matters. Parents are not just buying a product, they are looking for reassurance that they are making the right decision for their baby.

We support our retail partners with product training, clear educational content and the information they need to communicate benefits confidently. That might be helping teams understand key features, explaining the differences between models, or supporting online content so parents can compare products more easily.

We also work with retailers to create engaging in store and digital experiences that make the category easier to navigate. For categories such as sleep and monitoring, where parents often have lots of questions, clear messaging can make a real difference.

Ultimately, our aim is to combine trusted brands, knowledgeable retail support and products designed around real parenting needs, so families feel informed, reassured and confident when they buy.

Driving Safety

As the car seat sector continues to evolve, brands are placing greater focus on combining safety, innovation, and everyday practicality for modern families. In this interview, Michael De-Cotis, UK Sales Director at JoviKids, discusses the brand’s growth journey, the importance of consumer education, and how new technology is helping make child car seat safety simpler and more reassuring for parents.

JoviKids has continued to grow its presence within the car seat sector. Can you tell us a little about the brand’s journey so far and the values that sit at the heart of the business?

JoviKids has continued to grow by staying focused on what matters most: the families using our products every day. From the very beginning, the end user has been at the centre of every decision we make, whether that is product development, pricing, safety, or overall quality.

Two of the key pillars of the business are accessibility and innovation. We are fortunate to work with a factory capable of producing an incredibly wide range of products, from a ordable £25 booster seats through to premium £800 electronic car seats. This allows us to cater to families across di erent markets and lifestyles, ensuring there is a JoviKids seat for every child and every journey.

As the brand has grown, we have remained committed to delivering products that combine strong safety standards, thoughtful design, and genuine value for money. Our goal is to make safe travel more accessible for children around the world while continuing to push innovation within the car seat category.

Car seat safety is such an important topic for parents. How do you monitor what their biggest concerns might be when they are choosing a car seat and provide peace of mind and reassurance?

Car seat safety is one of the most important decisions a parent can make, so listening to consumers is a huge part of how we develop both our products and our support. At JoviKids, we spend a lot of time reviewing customer feedback, reading reviews, and speaking directly with parents whenever possible at consumer and trade shows around the world.

These conversations give us valuable insight into what families are really looking for, whether that is easier installation, clearer tting instructions, improved comfort, or additional safety features. We take that feedback seriously and use it to continually improve not only our car seats, but also the videos, guides, and after-sales support we provide.

Providing reassurance to parents goes beyond the product itself. We want customers to feel con dent every step of the way, from choosing the right seat to tting it correctly in their vehicle. Alongside this, our in-house testing labs are constantly working on new materials, technologies, and ideas to help us create the safest seats possible while continuing to improve usability and comfort for everyday family life.

Regulations and safety standards can sometimes feel overwhelming for parents. How does JoviKids help make all of this easier to understand at consumer and retail level?

Safety regulations and standards can often feel overwhelming for parents, especially with so much information available across the market. At JoviKids, we try to simplify that process by focusing entirely on R129 approved car seats, helping parents understand that every product we offer meets the latest European safety standards.

We also believe education is just as important as the product itself. Selling a car seat is only half the story for us. We want to support parents in understanding what makes a seat safe, how to choose the right option for their child, and how to use it correctly every day. Whether that is through clearer instructions, tting support, videos, retailer training, or face-to-face conversations at

consumer events, our aim is always to make parents feel more con dent in their decision-making.

Looking ahead, we are continuing to invest heavily in safety innovation, with plans already in place to develop seats that would comply with ADAC / Swedish Plus Test standards. This is an exciting next step for the brand and re ects our long-term commitment to pushing safety standards even further. JoviKids is here to stay, and we want to continue building trust with families by combining education, innovation, and accessible safety solutions for parents around the world.

Are there any particular innovations or features within your current range that you feel are especially resonating with today’s parents?

At JoviKids, we are seeing parents respond really positively to features that make everyday travel safer, simpler, and more reassuring. Modern families are looking for products that not only meet high safety standards, but also actively help them use the seat correctly and con dently.

This year, we will be showcasing even more innovation across the range at Kind + Jugend in Cologne and the Harrogate International Nursery Fair, but we have already started teasing some of the technology coming into our latest products.

Features such as audio safety cues and our illuminated Hawk Eye guidance system are designed to make installation and daily use much more intuitive for parents. On some of our premium models, we also o er connected phone app technology, allowing parents to receive alerts and support directly through their device. This includes everything from overheating noti cations to harness detachment alarms, helping provide extra peace of mind while travelling.

Forward

We believe the future of car seats is about combining safety with smart technology in a way that genuinely supports parents, rather than overcomplicating the experience. That balance of innovation, usability, and reassurance is something we continue to focus heavily on as the brand grows.

Car seat regulations continue to evolve across Europe. Do you think the current rules are clear enough for consumers, or is there still confusion around areas such as i-Size, rear-facing, and extended use?

I think it is fair to say that i-Size is not quite what we were all sold a few years ago. However, retail has done a fantastic job in pushing the transition towards newer R129 seats, so well done to everyone involved.

At JoviKids, we feel that as not only a brand, but also a global manufacturer of car seats for companies around the world, we have a responsibility to make things as simple as possible for parents.

We sometimes forget that we live and breathe the nursery industry every day, while new mums and dads are coming into this with very little base knowledge. That is why clear messaging, simple product information, and easy-to-follow instructions are so important. The easier we can make the journey for parents, the better the overall experience and safety outcome will be.

Beyond the products themselves, how does JoviKids build wider consumer awareness and trust in the brand across such a competitive category?

We are always focused on the customer and on where we want the JoviKids brand to go in the future. Building trust in such a competitive category comes from consistently delivering products that parents can rely on, while also creating a brand that feels approachable, innovative, and easy to understand.

Later this year, we have some really exciting plans that we will be showcasing during show season in Cologne and Harrogate. We will be expanding our ranges, introducing new innovations, and continuing our

objective of growing the brand to reach a much wider audience globally.

There is a lot more to come from JoviKids, so you will have to swing by our stands later this year to see what we have been working on.

Looking ahead, what trends do you expect to shape the future of the car seat market over the next few years, both from a safety and retail perspective?

That is a great question, and I think the future of the market will really split into two key areas.

The first is lighter, but stronger, car seats using innovative materials that still offer optimum energy absorption and high levels of protection. As technology develops, consumers will expect products that are easier to handle and install, without compromising on safety performance.

The second area is comfort and convenience. We have already seen brands begin to launch electronic car seats in 2025, but in our opinion that was only the industry dipping its toe into this space. There is still so much opportunity to explore when it comes to making journeys more comfortable for children and making life easier for parents.

Over the next few years, I think we will see far more innovation around smart features, usability, and the overall travel experience, so it is definitely a case of watch this space.

From rst journeys home to the school run years later, car seats remain one of the most important product categories within the nursery sector. As a legal necessity, car seats o er retailers a unique opportunity to educate parents while providing products that genuinely protect children at every stage of their development.

Car seats occupy a unique position within the nursery industry. While parents may debate the bene ts of di erent pushchairs, furniture collections, sleeptime or feeding products, a suitable child restraint is not optional. It is the only nursery category required by law, making it an essential purchase for every family and one that carries signi cant responsibility for both manufacturers and retailers.

Safety drives every journey Everyday travel easier

For nursery retailers, this creates an important opportunity to engage with parents from the very beginning of their parenting journey. A car seat purchase is often one of the rst major decisions expectant parents make, and increasingly they are approaching the category with a greater understanding of safety standards, testing protocols and the features available to them.

Today’s consumers are signi cantly more informed than previous generations. Access to online resources, independent testing results and parenting communities means many arrive in store having already undertaken extensive research.

As Je Mills of independent retailer Baby & Co explains: “The well-informed customer has become signi cantly more knowledgeable over the past decade or two, largely because they have the internet at their ngertips. We regularly see customers arriving who can quote ADAC test scores, have a working understanding of the Plus Test and are active members of Facebook communities dedicated to car seats. In some respects, this is a positive development. It is often easier to have a conversation with an engaged parent.”

However, while greater awareness is bene cial, the sheer volume of information available online can sometimes create confusion. Parents must navigate regulations, vehicle compatibility requirements, installation methods and safety claims, making expert retail guidance more valuable than ever.

This is particularly important as a child’s requirements change signi cantly throughout their early years. The journey begins with an infant carrier designed to support newborns, before progressing to larger seats that accommodate growing toddlers and older children. Understanding when and why these transitions are necessary is a key part of helping families make informed decisions.

Innovation continues to play a major role in supporting parents throughout these stages. Across the industry, leading brands are investing heavily in research, development and testing to ensure products deliver ever higher levels of protection while also addressing the practical demands of everyday family life.

Safety remains the driving force behind every major advancement. Enhanced side impact protection, improved installation systems, advanced materials and increasingly sophisticated testing procedures have all contributed to raising standards across the category. At the same time, manufacturers are developing solutions that make daily use easier and more convenient for parents.

Many of the most recent innovations focus on combining safety with practicality. Features such as rotating mechanisms, integrated safety technologies and lie- at functionality are becoming increasingly sought after by families looking for products that t seamlessly into modern lifestyles.

According to Je Mills: “There are several clear trends emerging across the di erent classes of child restraint systems at the moment. Within the infant carrier sector, lie- at functionality and rotation have e ectively become must-haves. Parent expectations in this category have shifted considerably and seats without these features are increasingly a harder sell.

“As we move into the toddler seat category, the picture is more divided. Rotation remains popular for the everyday convenience it o ers, while Extended Rear Facing continues to grow as parents become more aware of the additional protection it provides.”

From newborn journeys to family adventures years later, the Red Kite HOOP 360 Car Seat is designed to grow with your child from birth to 150cm (around 12 years).

Its smooth 360° rotation makes everyday travel easier, while extended rear-facing capability supports safer journeys up to approximately four years old. Thoughtfully crafted with luxurious padding and a snug newborn insert, it combines long-lasting practicality with comfort, ensuring little passengers travel securely at every stage. www.redkitebaby.co.uk

One of the most signi cant developments in recent years has been the growing conversation around Extended Rear Facing, often referred to as ERF. While rear facing travel has long been recognised as the safest option for young children, awareness among UK consumers has increased considerably as brands, retailers and safety advocates have worked together to educate families on its bene ts.

The principle is straightforward. In the event of a collision, rear facing seats distribute crash forces more e ectively across a child’s head, neck and spine, areas that are particularly vulnerable during early development. As a result, many safety experts recommend keeping children rear facing for as long as possible within the limits of their car seat.

Jayne Caul, Managing Director at Axkid, believes attitudes are changing for the better. “Awareness and attitudes towards extended rear facing have grown signi cantly in recent years, as more parents become informed about the proven safety bene ts. Once families understand why rear facing o ers greater protection for young children, many actively choose to keep their child rear facing for longer. The UK market is moving in a very positive direction, with increasing demand for safer travel solutions and greater engagement from both retailers and consumers. However, we know that there is still more work to do, with continued education and awareness remaining key to driving long-term change across the industry.”

Education remains a central theme across the entire car seat sector. While social media and online communities have undoubtedly helped increase awareness, ensuring that parents receive accurate information remains essential.

Luke Burns, General Manager at Cybex, highlights the importance of expert guidance: “In uencers and parenting communities play an important role in raising awareness and sharing real-life experiences. However, accuracy is essential within the car seat category. This makes it vital for brands to remain active in the conversation, providing clear, expert-led guidance to ensure parents receive reliable information.”

This combination of innovation, education and safety is precisely why car seats continue to be such a vital category for nursery retailers. Beyond generating sales, they provide an opportunity to build trust, establish expertise and create longterm customer relationships. Parents purchasing their rst car seat today are likely to return for future stage seats and other nursery products as their child grows.

i-Size extended harness booster seat 15 months and 76 cm to 150 cm (approx. 12 years)

Driving innovation through safety

As Product Manager at Nuna, James Ward discusses how the brand has built strong loyalty among modern parents through a combination of safety, premium design, and meaningful innovation. From evolving consumer expectations to the growing in uence of social media and sustainability, James shares his thoughts on the future of the car seat category and how Nuna continues to balance practicality, style, and protection for today’s families.

Nuna has become one of the standout names in the car seat market over recent years. From your perspective, what has helped the brand build such strong loyalty with today’s parents?

Nuna has built strong loyalty through a combination of quality, safety, and meaningful innovation. Parents want products they can trust every day, and our focus has always been on creating thoughtfully designed solutions that make family life easier without compromising on comfort or functionality.

Alongside product performance, we have expanded our approach to style and personalisation, o ering a wider range of colours and nishes across our car seats, strollers, and carrycots. Parents increasingly want products that not only perform exceptionally well but also t their lifestyle and personal taste. That combination of trust, quality, and design has played a signi cant role in building long-term loyalty.

Nuna products are often recognised for blending safety with premium design. How important is it for parents to feel they do not have to compromise between style, practicality, and protection?

Safety will always be the number one priority when purchasing a car seat, and it remains our primary focus at Nuna. Parents want reassurance that the products they choose meet the highest standards and deliver reliability in everyday use.

At the same time, they do not believe they should have to compromise on style, comfort, or practicality to achieve that level of protection. The category has evolved signi cantly, with many brands now combining safety with premium aesthetics and thoughtful functionality. It is therefore important for us to continue raising the bar through both product performance and design. The car seat category continues to evolve quickly. How does Nuna decide which innovations and features are truly worth investing in for modern families?

The category is evolving rapidly, so our focus is always on innovations that genuinely improve the experience for families rather than introducing features for the sake of it. There is a balance to strike between practicality, value, safety, and premium design. By staying closely connected to both parents and retailers, we can identify what really matters in everyday life and develop products that deliver meaningful bene ts. Innovation should always serve a clear purpose.

Parents are now researching products more than ever before. Are you nding consumers are informed about features like spin seats, lie- at options, and extended rear facing?

Compared with a few years ago, conversations with parents are far more informed and detailed, which is extremely positive for the industry.

It re ects the work brands, retailers, and safety organisations have done to improve education and accessibility of information. Better-informed parents

ultimately make safer choices for their children, and that remains one of the most important goals across the category.

Safety messaging can sometimes feel complicated or inconsistent across the industry. How does Nuna work with its retail partners to make conversations around car seat safety simpler and easier for parents to understand?

Safety messaging has improved signi cantly in recent years, but there is always room to make communication clearer and more accessible.

At Nuna, we work closely with our retail partners to ensure teams have the training, product knowledge, and resources needed to guide parents con dently through what can often feel like a complex category. Our aim is to make safety information easier to understand in a practical, real-world way, helping parents feel reassured when making important decisions.

Social media has become such a powerful tool for nursery brands. How important has it been for Nuna in building awareness around both products and wider car seat safety education?

Social media plays an increasingly important role in both product discovery and consumer education. It allows us not only to showcase our products and innovations but also to engage parents in wider conversations around car seat safety and best practice.

However, the sheer volume of online content can sometimes create confusion through con icting opinions or information overload. That is why it remains important for brands and retailers to provide clear, accurate, and consistent guidance rooted in safety standards and product expertise.

Convenience is becoming increasingly important for busy families. Are you seeing parents place greater value on features that make everyday life easier?

Absolutely. Convenience and practicality are now expected rather than viewed as added extras. It is important that our products genuinely make everyday life easier for parents. A premium-looking product still needs to perform well in dayto-day use. We care about making parents happy just as much as we care about supporting children, so usability remains a key consideration throughout product development.

Sustainability and product longevity are becoming bigger talking points across the nursery sector. Are today’s parents thinking more carefully about investing in products that can grow with the child and o er longerterm value?

Parents often begin their research journey online long before visiting a retailer. Social media gives us the opportunity to communicate key product features, safety guidance, and everyday usability in an accessible and visual way, while helping families see products being used in real-life situations.

In uencers and parenting content creators now play a major role in shaping consumer opinions. Do you feel they have helped parents become more engaged with car seat safety, or are there times when too much information can create confusion?

In uencers and parenting content creators have become an important part of how parents discover and research products, and they have certainly helped increase awareness around car seat safety and parenting solutions.

Many parents appreciate seeing products used by real families and hearing genuine experiences, which makes information feel more relatable and accessible. This has encouraged parents to become more engaged and informed.

Yes, sustainability and long-term value are becoming increasingly important. Parents are more mindful of investing in products that are high quality and designed to adapt as their child grows.

This thinking is re ected across a number of Nuna products, including the Leaf Grow and Bryn, both of which are designed to evolve through di erent stages of childhood. Adaptable products allow families to gain more value from fewer purchases while supporting a more considered approach to consumption, without compromising on design, safety, or functionality. Looking ahead, what do you feel will shape the next generation of car seats, and is there anything exciting from Nuna that retailers and consumers should keep an eye out for?

We recently hosted our Spring Show in Croatia, bringing partners together to share what is coming next for the brand and gather valuable feedback on future developments.

Our next focus will be the K+J show in Cologne, where we will be showcasing our latest product innovations. There are plenty of exciting developments ahead, although for now we will be keeping the details under wraps.

Driving Safer

As awareness around child car seat safety continues to grow, specialist retailers are playing an increasingly important role in helping parents navigate an ever more complex category. In this exclusive interview, Je Mills discusses how Baby & Co built its trusted reputation within the car seat sector, the continued rise of extended rear facing, and why expert guidance and education remain essential for today’s families.

For readers who may not know the story behind Baby & Co, can you give us a quick overview of the business and how you established yourselves as a trusted specialist within the car seat category?

Baby & Co is a second-generation family business, established in 1982. Car seats have always been central to what we do. As a young boy, I remember being taken to

There are several clear trends emerging across the different classes of child restraint systems at the moment. Within the infant carrier sector, lie-fl at functionality and rotation have effectively become musthaves. Parent expectations in this category have shifted considerably and seats without these features are increasingly a harder sell.

the Britax factory in Andover to see seat production and crash testing rst hand. That visit left a lasting impression and, looking back, probably shaped the direction of the business more than I realised at the time.

A pivotal moment came around 2008/09, when Extended Rear Facing car seats began emerging in the UK, initially through Britax, Brio, Recaro and BeSafe. I could see this was going to be signi cant and, as a

specialist retailer, I felt we had both the opportunity and responsibility to get ahead of it. At that point, very few retailers were even aware of Extended Rear Facing as a concept, let alone actively selling or advising on it. We invested in developing our expertise early with the help of experts like Mark Bennett from Britax, and it paid o . We built a reputation that saw customers travelling considerable distances for consultations with us.

That credibility extended beyond retail too. I went on to consult with Good Egg during their early days and worked alongside Road Safety O cers across Somerset, North Somerset and as far a eld as Coventry, carrying out car seat safety checks. All of that helped cement Baby & Co as a genuine go-to destination for car seat knowledge and advice, not just a shop that sells them. Car seats are such an emotional and safetyled purchase for parents. What are the biggest concerns customers are currently coming into store with?

The customers we see tend to fall into two quite distinct camps. Some arrive incredibly well researched, having spent hours immersing themselves in online communities and reviews, while others come in with very little prior knowledge and, in some cases, are simply looking to forward face their child at 12 months, which gives us an important job to do in terms of education. Budget is an increasingly common consideration, and we are seeing more parents gravitating towards multi-stage seats on the assumption that buying

one seat to cover a longer period represents better value. It is a reasonable instinct, but it does open up a wider conversation about whether the parent would genuinely use a seat for the next 10 or 11 years. I suspect not, which cancels out any economies they were hoping to achieve. We have always advocated for age-appropriate seats and, with car seat development moving so fast, who knows what advancements we will see in the next five to 10 years.

There is also an interesting dynamic between parents. More often than not, it is the mother driving the safety agenda, particularly around Extended Rear Facing, while the father tends to focus on budget and longevity. Neither position is wrong and part of our skill is bringing both sets of priorities into the same conversation and finding a solution that works for the whole family.

One area where we are perhaps a little unique is in helping customers with more unusual vehicle situations. We regularly assist families with converted campervans and similar non-standard vehicles, where finding a compatible Extended Rear Facing seat requires a good deal of additional knowledge and patience. It is a niche within a niche, but it is exactly the kind of challenge specialist retailers like Baby & Co are best placed to handle.

Have you noticed customers becoming more informed before they visit the store, perhaps

through social media, online reviews or parenting forums, or do many still rely heavily on in-store guidance and demonstrations?

The well-informed customer has become significantly more knowledgeable over the past decade or two, largely because they have the internet at their fingertips. We regularly see customers arriving who can quote ADAC test scores, have a working understanding of the Plus Test and are active members of Facebook communities dedicated to car seats. In some respects,

Awareness

of Extended Rear Facing is undoubtedly growing, and initiatives like Axkid’s annual Rear Facing Month in May play a valuable role in keeping the conversation alive. But let us be honest, as a category, we still have a considerable way to go in the UK.

this is a positive development. It is often easier to have a conversation with an engaged parent.

However, it is not without complications. The sheer volume of information available online, and the speed

Journeys

at which opinions circulate on social media, can create real anxiety and confusion among new parents. Not all sources are equal, and some of the advice circulating in forums and groups can be outdated, misunderstood or simply incorrect. We occasionally have to gently unpick conclusions a customer has arrived at before we can have a productive conversation about what is actually right for them.

At the other end of the spectrum, a significant proportion of customers still rely almost entirely on in-store guidance. For these parents, the physical experience of visiting a specialist, seeing seats demonstrated and having their specific vehicle and child taken into account remains invaluable and irreplaceable. It is a reminder of why specialist independent retailers still have such an important role to play in this category.

When we look at current buying trends, are there particular features that parents are really prioritising at the moment, such as lie-flat functionality, rotating spin seats, longevity, compact designs or extended rear facing?

There are several clear trends emerging across the different classes of child restraint systems at the moment. Within the infant carrier sector, lie-flat functionality and rotation have effectively become must-haves. Parent expectations in this category have shifted considerably and seats without these features are increasingly a harder sell.

As we move into the toddler seat category, the picture is more divided. Rotation remains popular for the everyday convenience it offers, while Extended Rear Facing continues to grow as parents become more aware of the additional protection it provides. These two

priorities are not always mutually exclusive. Some of the most interesting product development we are seeing is in seats that manage to combine both, like the BeSafe Beyond 2.

Our experience may be somewhat skewed, as a signi cant proportion of the customers who seek us out are already speci cally looking for a Plus Tested seat. That tells its own story about how awareness of independent safety testing is growing beyond the mainstream, and how parents are increasingly willing to look beyond the minimum regulatory standard when making their decision. It is an encouraging trend and one that plays directly to the strengths of specialist retailers. Speaking of ERF, what are your thoughts on the continued conversation around extended rear facing and do you feel awareness among parents is improving?

Awareness of Extended Rear Facing is undoubtedly growing, and initiatives like Axkid’s annual Rear Facing Month in May play a valuable role in keeping the conversation alive. But let us be honest, as a category, we still have a considerable way to go in the UK.

The statistics make for uncomfortable reading. According to Axkid’s Child Safety Report 2025, only 22% of UK children aged two to four remain in rear-facing seats, compared to 83% in Sweden. That gap does not exist because Swedish parents love their children more. It exists because Sweden has decades of consistent, joined-up guidance from government, health authorities, retailers and manufacturers all pointing in the same direction. The UK, in contrast, still lacks any national recommendation to rear-face beyond the legal minimum.

The barriers we encounter most often in store come down to cost and a genuine lack of understanding around the safety case. Many parents simply do not appreciate the di erence in outcomes that rear-facing can make in a collision. The recent Folksam Study, which analysed every fatal car crash in Sweden involving a child aged 0 to 6 between 1992 and 2024, found that nearly half of all fatalities among children aged 0 to 3 were assessed as potentially survivable had the child been travelling rear-facing. That is not a marginal gain. That is a profound di erence in the protection we are o ering children.

What frustrates many of us in the specialist retail community is that this evidence rarely reaches the mainstream media. Car seat safety in general, and Extended Rear Facing in particular, simply do not get the column inches or airtime they deserve. Until that changes, the burden of education will continue to fall disproportionately on specialist retailers, which is precisely why I believe our collective role in this industry is vital. How do you personally help communicate important car seat safety messages to customers in a way that feels supportive rather than overwhelming?

The way we approach a car seat consultation is something we have given a great deal of thought to over the years. Getting it right matters.

We always start with the child. We ask about their age, size, centiles and how they typically travel. From there, we move on to the vehicle and how the family uses it day to day, whether it is a primary family car, a second car, or whether grandparents are involved in the school run. Only once we have that full picture do we start talking about seats. It sounds straightforward, but this order of conversation makes a real di erence. It signals to the parent that we are here to nd the right solution for their family, not to sell them something o the shelf.

We are also very conscious of tone. It is never our place to judge or guilt-trip a customer about choices they have made previously. Many parents arrive not fully aware of the options available to them, and that is not their failing. It re ects how poorly the wider safety message is communicated at a national level. Our job is simply to educate clearly and without pressure, so they can make an informed decision that works for their circumstances.

Ultimately, our priority is always to recommend the most suitable seat for the customer’s speci c vehicle and family situation. If we do that well, the safety outcomes take care of themselves.

Many parents are unaware that a heavier seat directly reduces the weight allowance for the child, which can catch families out sooner than they expect. We are seeing some positive movement here. Cybex, for example, has reduced the weight of some of its seats to allow a full 20kg for the child, which is exactly the kind of design thinking the category needs more of.

Do you feel the current car seat regulations and requirements are clear enough for consumers, or is there still confusion around standards, compatibility and when to move children between stages?

There remains a signi cant amount of confusion among consumers around car seat regulations and, in truth, the industry has not helped itself as much as it could have.

The transition away from the old R44 standard to R129 was intended, at least in part, to simplify things for parents. In practice, it has done anything but. While there is some consistency in seat sizing across the various classes, the responsibility for understanding maximum height and weight limits now falls squarely on the consumer, who is expected to read and understand the labelling on their speci c seat. In our experience, very few customers do this. Most have not looked at the labelling at all, and better point of sale

information from manufacturers would go a long way towards addressing that.

One area where this creates a real safety concern is around ISOFIX seats. Many parents are unaware that a heavier seat directly reduces the weight allowance for the child, which can catch families out sooner than they expect. We are seeing some positive movement here. Cybex, for example, has reduced the weight of some of its seats to allow a full 20kg for the child, which is exactly the kind of design thinking the category needs more of.

A related concern is the number of customers looking to move their child into a highback booster seat prematurely. Manufacturers typically suggest a standard R129 rotating seat can accommodate a child up to around four years old, but in practice we are seeing larger children maxing out the 105cm height limit as young as two and a half in the most extreme cases. More often than not, this is because the child has simply outgrown the seat physically rather than through any choice on the parent’s part. However, the consequence is the same, with children ending up in a highback booster at an age where a ve-point harness would o er signi cantly greater protection.

This is an area where the research coming out of the last two BeSafe safety conferences has been particularly compelling. Using the latest virtual crash test dummies, which allow for a much more realistic understanding of body dynamics than the current Q series dummies, the ndings clearly demonstrated greater forces on the head, neck and pelvis in a highback booster compared to a ve-point harness. A forward-facing seat with a vepoint harness provides meaningfully better protection for the neck and body, and this advantage remains signi cant until around six years of age. It is a nding that should inform how all of us in the trade talk to customers about this transition, and arguably one that deserves much wider attention.

Finally, is there anything exciting on the horizon for Baby & Co that you’d like to share with Nursery Today readers, particularly when it comes to car seats or in-store services?

For Baby & Co, the focus has always been on what comes next rather than standing still, and there is plenty to look forward to.

On the education front, we are currently developing a series of short form video content for TikTok aimed at helping parents navigate some of the trickier practical aspects of car seat ownership, the kind of real-world tting questions and common issues that do not always get addressed in a product manual or a single in-store visit. We are genuinely excited about this as a way of extending our reach and making trusted specialist advice accessible to a wider audience.

In store, we are working on something we have wanted to do for a while, a dedicated display area for Plus Tested seats with a distinctly Scandinavian feel, re ecting the heritage and provenance of the category. Designing a space that does justice to the range of seats involved is more of a creative challenge than you might expect, but we are determined to get it right and create something that feels considered and inspiring rather than simply functional.

And we will continue doing what we have always done, investing in our knowledge, attending conferences, asking questions and bringing that understanding back to bene t every customer who walks through our door.

The revolutionary One 3 is an ISOFIX rear-facing car seat approved to 125cm and 23kg o ering the ultimate in Child Car Seat Comfort and Safety.

Smart car seat solution

The JoviKids CiCi TT is designed for families who want one smart car seat solution that grows with their child for years to come.

Suitable from 15 months through to approx.12 years, the CiCi TT combines long-lasting safety, practicality, and modern styling in one space-saving design. Created for everyday family life, it adapts e ortlessly as children grow, removing the need for multiple car seats while o ering lasting comfort and value. For 2026, the CiCi TT comes in fresh contemporary colourways designed to complement all vehicle interiors. It’s innovative Top Tether installation system provides enhanced stability while keeping the vehicle footwell completely clear, ideal for smaller cars and busy family lifestyles. With advanced sideimpact protection, adjustable seating positions, ergonomic comfort, and durable easy-care fabrics, the CiCi TT is built for daily life. Backed by the trusted JoviKids warranty, the CiCi TT delivers con dence, convenience, and dependable safety at every stage of childhood.

Contact the below for further information.

sales@norababyuk.com

Ergonomic design

The CYBEX Cloud G3 infant car seat combines advanced safety with industry-leading ergonomic design from birth to approximately 24 months. Its AGR-certi ed lie- at position supports healthy spinal development and optimises breathing, both in and out of the car. Enhanced safety features include Linear Sideimpact Protection, reducing collision forces, alongside full i-Size compliance for added reassurance.

Designed for everyday ease, the 180° rotation and one-click release make getting baby in and out e ortless, while all-round ventilation and an XXL UPF50+ canopy ensure optimal comfort in all conditions.

www.cybex-online.com

ARRA flex

Safety and functionality no longer mean compromising on style.

The innovative Nuna ARRA ex combines intelligent design with elevated fashion, turning every journey into a statement.

Available in ve beautifully curated shades, each colour tells its own story, from the calming green tones of Pistachio, to the timeless elegance of Chateau, and the modern, nature-inspired warmth of Chestnut. Whether the parent chooses the bold sophistication of Caviar or the contemporary air of Cosmopolitan, every ride is designed to look as good as it feels.

Available in Pistachio, Chateau, Caviar, Chestnut and Cosmopolitan. www.nunababy.eu/uk

Safely boosted

Designed with growing families in mind, the Jovikids Ohho+ Booster Seat combines comfort, practicality, and safety in one smart solution, suitable for children aged 6 to approximately 12 years.

Ideal for family outings, and everyday travel, this lightweight booster seat helps children feel secure while giving parents added peace of mind. The sleek design ts easily into most vehicles, while the additional padding ensures a comfortable journey every time.

One standout feature is the built-in cup holder, perfect for keeping drinks close at hand and reducing spills on the move. Parents will appreciate the easy-to-clean materials and Iso x installation, making daily use stress free. Stylish yet functional, the Ohho+ Booster Seat is designed to support modern family life. For parents seeking a dependable, a ordable, and thoughtfully designed travel essential, the Jovikids Ohho+ Booster Seat delivers convenience without compromising on comfort or quality.

Contact the below for further information. sales@norababyuk.com

Fully integrated for travel

Designed for life on the move, the Doona X o ers a fully integrated solution that transitions seamlessly from car seat to stroller in seconds.

Ideal for modern parents, the Doona X delivers exibility across everyday journeys – from quick errands to travel by car, train or plane. This nextgeneration design introduces three recline positions, including a full lie-back mode for enhanced comfort and support.

Built to meet European i-Size safety standards, it features integrated sideimpact protection and advanced shock absorption for a smoother, safer ride. Sleek, practical and intuitive, Doona X simpli es travel without compromising on style or safety. For more information contact the below. sales@cuddleco.co.uk

2-in-1 car seat

solution

The CYBEX Pallas G3 is a next-generation 2-in-1 car seat designed to support children from 15 months to approximately 12 years.

Featuring award-winning impact shield technology, it reduces the risk of neck injuries in frontal collisions by distributing forces across a wider surface.

Advanced safety is further enhanced by Linear Side-impact Protection and a reclining headrest that keeps the child’s head in the safety zone. www.cybex-online.com

Safety Meets Modern Parenting

As General Manager, Luke Burns discusses how CYBEX continues to evolve within the car seat sector through innovation, education, and a strong focus on safety. From changing consumer expectations to the growing influence of social media and retail partnerships, he shares how the brand is responding to the needs of today’s families while helping parents make informed choices with confidence.

Cybex has established itself as one of the leading names in car seats over the years. What do you feel has been the key to building that trust and reputation with both parents and retailers?

At CYBEX, trust has been built through a relentless focus on safety, combined with innovation and design excellence. From the outset, CYBEX has invested in rigorous testing standards that go above and beyond expectations, ensuring products consistently perform at the highest level. Alongside this, strong partnerships with retailers and transparent communication with parents have helped position CYBEX as a reliable authority in child safety, balancing protection, functionality, and lifestyle needs.

Innovation is such a major part of the car seat category. How does Cybex approach product development to ensure new launches genuinely meet the changing needs of modern families?

Innovation at CYBEX is driven by real-life insight. Product development begins with understanding the evolving needs of modern families, whether that relates to travel convenience or multi-functional use. This is combined with advanced engineering and collaboration with safety experts to ensure each new launch introduces meaningful improvements. The result is a product range that not only meets safety standards but also anticipates how modern families live today.

Car seat safety can sometimes feel overwhelming for parents. How important is it for brands and retailers to work together to communicate one clear and consistent safety message?

Clear communication is critical in a category where decisions directly impact child safety. Brands and retailers play a shared role in simplifying what can often feel like a complex topic. By aligning on key safety messages and offering consistent guidance, both instore and online, parents are better supported to make informed decisions with confidence.

Consumer trends move quickly within the nursery industry. How does Cybex keep track of what parents are looking for and ensure the range stays relevant, whether that’s through design, functionality, or new technology?

CYBEX continuously monitors consumer behaviour to understand emerging lifestyle trends. By combining

design innovation with practical functionality, the CYBEX range remains both relevant and desirable.

Social media now plays such a huge role in purchasing decisions. How does Cybex use platforms like Instagram, TikTok, and digital campaigns to raise awareness around car seat safety and education?

Social media is a powerful tool for both inspiration and education. CYBEX uses digital platforms to showcase product benefits while also communicating important safety information in an accessible and engaging way. Through expert-led content, demonstrations, and campaigns, the brand helps demystify key features and raise awareness of best practice in car seat usage. CYBEX benefits from its global Instagram reach while also valuing the fantastic content retailers continue to create and share.

Influencers and parenting bloggers can have a strong voice in this category. Do you feel they are helping improve awareness and understanding around car seat safety, or can misinformation sometimes create additional challenges?

Influencers and parenting communities play an important role in raising awareness and sharing real-life experiences. However, accuracy is essential within the car seat category. This makes it vital for brands to remain active in the conversation, providing clear, expert-led guidance to ensure parents receive reliable information.

Features such as lie-flat functionality and spin technology continue to gain attention. Are you seeing a noticeable increase in consumer awareness and demand for these types of features when parents are shopping for car seats?

There has been a clear increase in awareness. Parents are becoming increasingly informed and are actively seeking out these innovations, recognising the added safety, comfort, and ease of use they provide.

Cost is always part of the conversation for families. Do you find that parents are prioritising safety first and then looking at convenience and lifestyle features afterwards, or is value becoming an even bigger factor in purchasing decisions today?

Safety remains the primary driver in car seat purchasing decisions. However, families are increasingly looking for products that also deliver on convenience, longevity,

and design. Value is therefore viewed more holistically, not just in terms of price, but in how well a product supports everyday life over time.

Retailers are such an important touchpoint for parents buying a car seat. What kind of support, training, or educational tools does Cybex provide to help retail partners feel confident when advising customers?

Retailers are essential in guiding parents through their decision-making journey. CYBEX supports partners through comprehensive training programmes, in-store materials, and digital education tools designed to build confidence and knowledge. This ensures retail teams are well equipped to provide accurate advice and demonstrate product features effectively. The CYBEX sales team also remains actively on the road, maintaining close relationships with retailers and keeping them fully up to date.

Looking ahead, what’s next for Cybex within the car seat category? Are there any upcoming innovations, trends, or areas of focus that you’re particularly excited about?

Looking ahead, CYBEX remains focused on advancing safety in every possible way. As the car seat category continues to evolve, the brand will continue to lead with pioneering features and forward-thinking design.

Families on the move: why practical car seat protection matters.

For today’s parents, travel is rarely a single journey. It is the school run, the nursery drop-o , a weekend with grandparents, a last-minute airport dash and the long-awaited family holiday. For retailers, that means one thing: car seats must work harder than ever. Safety remains the non-negotiable foundation of the category, but ease of use, comfort, portability and value are now rmly part of the buying conversation.

That is where Cozy N Safe’s Cygnus i-Size and K2 i-Size make a timely contribution to the car seat xture. Both seats speak directly to modern family life, where one product may need to move between vehicles, support growing children and take the strain out of travelling.

The Cygnus i-Size has been designed for children from 76cm to 150cm, o ering families a long-use, forward-facing option from toddlerhood through to the later childhood years. For parents, that longevity is reassuring; for retailers, it provides a clear story around value, practicality and reduced repeat purchasing. ISOFIX and Top Tether installation, side impact protection and ECE R129 testing help place safety at the centre of the message, while thoughtful touches such as deep padding, adjustable recline positions and a 13-position headrest support comfort on longer journeys.

Its travel credentials are particularly relevant. The Cygnus folds for easier storage and transport and comes with a travel bag, making it a strong t for families who need exibility without compromising on everyday usability. Whether parents are packing the boot for a UK break, preparing for a ight or simply freeing up space at home, compactness is no longer a nice extra; it is part of the decision-making process.

For older children, the K2 i-Size o ers another practical solution. Suitable from 100cm to 150cm, it answers the needs of families looking for a high-backed booster that combines safety, comfort and portability. ISOFIX compatibility, side impact protection, removable washable covers and supportive padding make it an easy product to explain on the shop oor. It is a seat designed not only for compliance, but for real family routines: snack crumbs, sleepy passengers, shared cars and busy weeks.

The K2’s foldable design and included travel bag further strengthen its appeal. As children grow, many families want a seat that feels less bulky, yet still reassuring and robust. A compact high-backed booster can be especially helpful for grandparents, childminders or parents who need to switch between vehicles, as well as for holidays where luggage space is at a premium.

What both models underline is a wider shift in the car seat market. Parents are asking sharper questions. Will it t my car? Will my child be comfortable? Can I move it? Can it come on holiday? Will it last?

The Cygnus i-Size and K2 i-Size give the nursery trade a clear opportunity to talk about travel in a more rounded way. It is not simply about getting from A to B. It is about helping families feel prepared, supported and con dent before they leave the driveway. For retailers, the message is equally clear: practical features, explained well, can turn safety-led conversations into con dent purchasing decisions.

In a category where safety will always lead, products that add convenience, comfort and genuine travel practicality have real shelf appeal. For families planning their next journey, Cozy N Safe’s latest i-Size options o er exactly the kind of reassuring, parent-friendly solutions that make life on the move that little bit easier.

Cozy N Safe – Without Compromise.

TEL: 01902 494 905

enq@cozynsafe.com www.cozynsafe.com

Extended rear facing

The new Oyster Toddler 360 car seat combines premium comfort with advanced safety features, creating a practical travel solution for growing families.

Suitable from birth to 105cm, the seat o ers extended rearfacing travel and a smooth 360-degree rotation for easier access when placing your child in the car. Designed to work exclusively with the Oyster 360 ISOFIX Base, it includes side impact protection wings, colour-coded safety indicators, and a one-hand recline system with three positions.

Plush padding, a newborn insert, and an adjustable headrest with coordinated harness ensure long-lasting comfort, support, and security on every journey.

www.babystyle.co.uk

Smart family travel

The JoviKids Ranger 2 represents the next generation of smart family travel, combining advanced safety, long-lasting practicality, and exceptional comfort in one thoughtfully designed car seat.

Building on the success of the best-selling Ranger, the Ranger 2 introduces an innovative leg-extension cushion, designed to support growing legs and create a more natural seating position on every journey. Suitable from birth through to approx. 12 years, the Ranger 2 is designed to grow with your little one.

Featuring a 360-degree rotating seat, extended rearward-facing travel up to 18kg, deep side-impact protection, and an ISOFIX installation system providing both reassurance and convenience for parents. Premium easy-clean fabrics, stylish new colourways, and UPF 50+ sun canopy complete the updated design, whilst a complimentary car seat protector helps keep vehicle interiors clean and protected from everyday wear. With the trusted JoviKids warranty programme, the Ranger 2 delivers dependable comfort, exibility, and peace of mind.

Contact the below for further information sales@norababyuk.com

Optimises belt positioning

Axkid is rede ning forward-facing travel with the award-winning Axkid Up, its most advanced high-back booster seat to date.

Suitable from 4–12 years (100–150cm, up to 50kg), Axkid Up features a patented raisable seat that optimises belt positioning and helps children bene t from the vehicle’s built-in safety systems. The innovative ProTecBase steel frame and support leg provide enhanced stability, while QuickFold technology simpli es installation, storage and transportation. Designed to grow with the child, the seat combines exceptional safety credentials with ergonomic comfort and exibility, o ering retailers a truly innovative solution in the high-back booster category. www.axkid.com/en

Next stage spinning

Meet the i-Spin 360 Compact, the ideal option for budget conscious parents looking for a next stage spinning seat - i-Spin 360 Compact o ers premium safety and comfort without the premium price.

Designed to make every day easier, it combines e ortless 360-degree rotation, compact installation and trusted i-Size safety in one smart, space saving solution.

Suitable rearward facing from 61-105cm (approx. 6 months to 4 years) and forward facing from 15 months and 76cm to 105cm (approx. 4 years), the i-Spin 360 Compact meets the highest ECE R129 safety standards including side impact testing. The Tri-Protect headrest has three layers of protection including Joie’s patented Intelli-Fit memory foam for optimal side impact protection. uksales@joiebaby.com www.joiebaby.com

Radial i-Size plus 360 spin delivers longterm value

Designed to balance safety, functionality and value Ickle Bubba’s Radial i-Size Plus 360° Spin Car Seat offers a practical, longlasting travel solution for growing families.

Suitable from birth to approximately 12 years (40-150cm), the seat combines a 360° rotating design with extended rear-facing capability up to 105cm, helping to make everyday journeys safer and more convenient. Integrated ISOFIX installation, enhanced side-impact protection and multiple recline positions provide reassurance and comfort, while the adjustable headrest allows the seat to adapt as children grow.

Sales enquiries please contact: jade.allen@icklebubba.com www.icklebubba.com

Champion rear facing

Axkid continues to champion extended rear-facing travel with the Minikid Core, a belt-installed car seat designed for children from birth to approximately seven years (40–125cm, up to 28kg).

Swedish Plus Test approved and UN R129 certified, the seat combines advanced safety with simplified everyday usability. Featuring SafeLock belt installation without tether straps, Minikid Core offers a secure fit in a wide range of vehicles, while CompactFit technology allows installation in all seating positions and three-across compatibility in most cars. Designed to support retailers meeting growing demand for ERF solutions, Minikid Core delivers safety, longevity and flexibility for modern families. www.axkid.com/en

Safety without compromise

BeSafe Stretch² is the next evolution of BeSafe’s bestselling car seat, building on the uncompromising safety standards that made the original a European test winner. Now updated with enhanced comfort features, a refreshed EXO frame, and new SoftBreeze colours, it’s designed to meet the needs of modern families without compromise.

Suitable from around 6 months to 7 years, Stretch² supports extended rear-facing travel up to 36kg, o ering superior protection for longer. With up to 26cm of adjustable legroom and ve recline positions, it ensures exceptional comfort as a child grows.

A key innovation is the new Ergo Cushion, certi ed as back-friendly by AGR and it has passed the Swedish Plus Test, delivering optimal support and positioning. Combined with exible belt installation and a rigid energyabsorbing frame, Stretch² provides a secure t in almost any car.

Available in new colours Meadow Green and Dark Sand. support.uk@besafe.com www.besafe.com

Ergonomic recline

Introducing the latest travel companion from Joie, the i-Level Pro, dreamed up for ultimate comfort on the open road.

This deep lounging infant seat boasts an ergonomic 157 recline to keep baby riding safely by car or pushchair right through to 15 months.

Built to the highest R129 safety standards, the i-Level Pro is simple to install, with a secure connection using the vehicle’s 3-point seat belt or a compatible base. Pair with Joie’s i-Base Encore to add a spin, making for easier ins and outs.

uksales@joiebaby.com www.joiebaby.com

Built to go the distance

Graco continues to strengthen its car seat o er with products that combine intuitive design, trusted safety and strong long-term value.

Led by the award-winning Turn2Me range and supported by the new SnugLite 2 infant carrier, the line-up is designed to meet the needs of family travel from birth through to the later years.

Leading the way is the award-winning Turn2Me DLX i-Size R129, recognised with a prestigious ADAC award, it is suitable from birth to four years (40–105cm). Designed to make everyday travel easier, standout features include its 360° rotation, one-click ISOFIX installation and plush newborn inserts for cosy travel right away.

For families seeking a longer-term investment, the Turn2Me Grow i-Size R129 supports children from birth to around seven years (40–125cm). Also featuring 360° rotating design, it allows for smooth transitions between rearward-facing, forward-facing and highback booster mode. Safety Surround TrueShield Side Impact Protection adds another layer of reassurance, while the multi-stage functionality o ers strong value in a competitive market.

SnugLite 2 i-Size R129 Infant Car Seat, is suitable from birth to around 12 months (40 –75cm) and o ers a lightweight rearward-facing solution at only 3.3kg. Designed to deliver secure, convenient travel, it features plush newborn padding, side-impact protection and a smooth ergonomic carry handle for e ortless portability. www.gracobaby.eu/uk

Rear Facing the Future

Axkid has become one of the leading voices in extended rear-facing travel, championing child safety through education, innovation and evidencebased design. In this Coffee Break interview, Managing Director Jayne Caul discusses why rear facing remains central to the brand’s mission, how Axkid is supporting retailers and parents with vital safety education, and the exciting innovations shaping the future of child passenger safety.

Axkid has become one of the strongest advocates for extended rear facing over the years. Why has ERF remained such an important part of the brand’s identity and overall mission?

Extended rear facing has always been Axkid’s mission because child safety remains our highest priority. Sweden has more than 60 years of real-world data proving that rearfacing travel is the safest option for young children, with studies such as the Folksam report continuing to reinforce its life-saving benefits. We are passionate about raising awareness of safer travel standards while developing innovations that make extended rear facing practical, accessible and comfortable for families worldwide.

For retailers who may be less familiar with the brand, can you give us a quick overview of Axkid’s current car seat portfolio and how the range has evolved to meet the needs of modern families?

Axkid’s portfolio has traditionally focused on developing car seats that support extended rear-facing travel up to approximately six years old, combining Swedish safety principles with innovative design for modern families. As the market and consumer needs have evolved, so too has our range. In 2025, the brand launched Axkid Up, a revolutionary high-back booster seat designed to work seamlessly with a vehicle’s built-in safety systems. This year also sees the introduction of Axkid Zero, an innovative infant carrier developed to redefine safety, comfort and usability for babies from day one.

Although awareness of extended rear facing is growing, there is still a lot of education needed within the market. How is Axkid helping parents better understand the safety benefits and encouraging them to rear face for longer?

While awareness of extended rear facing continues to grow, education remains a key priority for Axkid. For many years, the brand has worked closely with retail partners to promote the importance of keeping children rear facing for as long as possible, with a minimum recommendation of four to five years. This commitment to education extends beyond consumers, with Axkid taking selected retail partners, industry figures and organisations to the Child Safety Conference in Gothenburg in June 2026. During Child Safety Week, the brand will also launch a public awareness campaign designed to further highlight the proven safety benefits of rear-facing travel.

Retailers play such an important role in influencing purchasing decisions. How does Axkid work with retail partners to ensure they feel confident communicating the ERF message clearly and consistently to consumers?

Retailers play a vital role in helping parents make informed safety decisions, which is why Axkid places a strong emphasis on ongoing training and collaboration with its retail partners. Through product education, hands-on support and continuous communication, we ensure retailers feel confident recommending the right car seat for each individual child, vehicle and family lifestyle. By equipping partners with the latest safety knowledge and guidance around extended rear facing, the brand helps create clear, consistent messaging that ultimately supports safer travel choices for families.

Do you feel attitudes towards extended rear facing are beginning to shift more positively within the UK market, and are today’s parents becoming more open to keeping children rear facing for longer periods?

Awareness and attitudes towards extended rear facing have grown significantly in recent years, as more parents become informed about the proven safety benefits. Once families understand why rear facing offers greater protection for young children, many actively choose to keep their child rear facing for longer. The UK market is moving in a very positive direction, with increasing demand for safer travel solutions and greater engagement from both retailers and consumers. However, we know that there is still more work to do, with continued education and awareness remaining key to driving long-term change across the industry.

Social media and online parenting communities are now major sources of information for families. How important have these platforms been in helping Axkid spread awareness around ERF and child passenger safety?

Social media and online parenting communities have become incredibly important in helping raise awareness of extended rear facing and child passenger safety. More parents are now turning to digital platforms for advice, recommendations and real-life experiences when researching car seats. For us as a brand, social media is

one of many valuable tools used to educate families and promote safer travel practices. However, we also recognise the importance of ensuring parents have access to consistent, reliable information across multiple channels, helping them make informed decisions with confidence. Safety can sometimes compete with convenience when parents are choosing a car seat. How does Axkid balance educating consumers on best practice while also designing products that fit into everyday family life?

At Axkid, safety is always the starting point, but we also understand that modern families need products that work seamlessly within their everyday lives. Every Axkid product is developed in-house by our dedicated R&D team, with a strong focus on combining safety, comfort and convenience. From simplified installation features to ergonomic design and everyday usability, Axkid aims to make safer travel choices more practical for parents. Ultimately, families want the safest possible option for their child, and our range is designed to support a variety of lifestyles, vehicles and daily routines.

Looking ahead, what’s next for Axkid when it comes to extended rear facing and car seat innovation? Are there any new developments or goals for the brand that you’re particularly excited about?

There are exciting times ahead for Axkid, with innovation continuing to drive the brand forward. The launch of the new Axkid Zero infant carrier marks another important step in our commitment to advancing child passenger safety from day one. Alongside this, we continue to invest heavily in the future of extended rear facing, with ongoing product development focused on delivering even safer, smarter and more user-friendly solutions for modern families. Innovation never stands still at Axkid, and we remain committed to pushing boundaries to provide children with the safest possible travel experience.

www.axkid.com/uk

Spinning superstar Lightweight wonder

Introducing the i-Spin 360 Max from Joie, a spinning superstar that takes little one all the way from birth to approximately 12 years old, providing long term value for money, convenience and peace of mind.

Suitable for rear facing use from 40-105cm (birth to approx. 4 years) using the 5-point harness, i-Spin 360 Max can then be turned forward facing for use with the 5-point harness from 15 months and 76cm to 105cm (approx. 4 years). Once they have outgrown the 5-point harness it can be used with the vehicle seat belt from 100-150cm (approx. 3.5-12years)

Made for easier ins and outs, i-Spin 360 Max has a 360-degree rotation with an easy access Simple Swivel turning activator, handily places where you would naturally reach, for an e ortless spin. uksales@joiebaby.com www.joiebaby.com

COFFEE BREAK

Keep little one safely cocooned in the i-Starter from Joie Signature, a lightweight wonder that comes packed with all the safety features you expect from a Joie seat. Weighing at under 4kg, the i-Starter is one of the lightest i-Size certi ed infant car seats on the market.

Suitable from 40-75cm (birth to approx. 12months) the i-Starter meets the highest ECE R129 safety standard with side impact testing. The Tri-Protect headrest o ers security with three layers of protection including Joie’s patented Intelli-Fit memory foam. Simple to install in your vehicle, i-Starter is compatible with the i-Base Encore, giving the bene t of a 90-degree spin for easy ins and outs. Alternatively, you can install i-Starter using the vehicle seatbelt – the easy to use, colour coded belt path will guide the way. uksales@joiebaby.com www.joiebaby.com

For nearly two decades, Cozy N Safe has focused on making car seat safety accessible, practical and a ordable for families. In this Co ee Break, Operations Manager Warren Stokes discusses the importance of listening to consumers, supporting retailers, embracing innovation and helping parents navigate car seat safety with con dence.

Cozy N Safe has continued to build a strong reputation within the car seat category over recent years. What do you feel has helped the brand resonate so well with modern families?

Our products and message resonate because they are built around the real expectations of modern families. As parents, uncles, aunties and now grandparents ourselves, we understand what families are looking for: trusted protection, practicality, comfort and value. That philosophy continues to drive everything we do.

Innovation with safety in mind continues to shape the car seat market.

How does Cozy N Safe approach product development to ensure the range balances safety, practicality, comfort and a ordability?

We are always listening to customer feedback on ease of use, comfort and practicality so we can continue improving our products.

At the same time, our production and R&D teams stay closely aligned with the latest testing methods, innovations and safety standards to ensure our products continue to meet the needs of today’s families.

Car seat safety can often feel overwhelming for new parents. How important is education for Cozy N Safe?

Education is incredibly important. When Cozy N Safe was established in 2006, there was very little information available to parents. Today, there are countless platforms providing advice and guidance.

We continually reinforce the importance of knowledge, correct tting and safety. Parents should always check their car seat is tted properly and ensure their child is secure, comfortable and protected on every journey.

Retailers remain an important part of the customer journey. How does Cozy N Safe support its retail partners?

Our retailers are incredibly important to us and we pride ourselves on building genuine, long-term relationships. We visit whenever possible, but when we cannot be there in person, our partners know we are only a phone call, email, video call, WhatsApp or even carrier pigeon away.

Many of our retail partners have worked with us for nearly 20 years and know

our products inside out. That trust, support and shared experience remain central to the Cozy N Safe ethos.

We also look forward to meeting existing and new retailers each year at the Harrogate Nursery Fair, which provides a valuable opportunity to showcase products, discuss market trends and strengthen industry relationships.

Features such as spin technology and extended rear facing are becoming increasingly popular. Are parents more aware of these features?

Technology continues to play a major role in improving both safety and ease of use. Features such as one-hand spin technology and extended rear facing are increasingly expected by consumers, and we fully support innovations that provide added convenience and safety for families.

How valuable are social media and parenting in uencers when it comes to building awareness and encouraging conversations around car seat safety? They are hugely important because they showcase products in real-life situations. Parents can see how features perform day to day, whether that’s how fabrics hold up after repeated washing, how children adapt to rear facing for longer, or how easy a one-hand spin mechanism really is.

These are bene ts we can talk about, but seeing them demonstrated by independent in uencers and bloggers brings them to life in a far more authentic way. Looking ahead, what trends will have the biggest impact on the future of car seats, and what can consumers expect from Cozy N Safe?

Longevity remains a major trend, with parents increasingly looking for products that last from birth through to the pre-teen years. Alongside this, demand for features such as one-hand spin technology and extended rear facing continues to grow.

Our latest launch, the Polaris i-Size, re ects those priorities. Designed to support children from birth up to 150cm, or approximately 12 years old, it o ers a premium, long-lasting safety solution that ticks all the right boxes.

BPIA notice board

Innovation alone isn’t enough: Why the nursery industry must think bigger in 2026

Innovation has always been at the heart of the nursery industry. From groundbreaking safety developments and sustainable materials to smarter product design and connected technologies, our sector has a proud history of responding to the evolving needs of families.

Yet in 2026, innovation alone is no longer enough.

Across the industry, businesses are facing a unique combination of challenges. Rising operational costs, increasing regulatory requirements, changing consumer behaviours and ongoing economic uncertainty continue to place pressure on manufacturers, suppliers and retailers alike. At the same time, parents are becoming more discerning than ever, demanding products that deliver on safety, functionality, sustainability and value.

For many businesses, the question is no longer simply “What should we launch next?” but rather “How do we position ourselves for sustainable growth in a rapidly changing marketplace?”

This is where collaboration becomes just as important as innovation.

The UK nursery industry has always been strongest when businesses work together, share expertise and support one another. Whether through industry events, networking opportunities, trade exhibitions or professional associations, the exchange of knowledge remains one of the sector’s greatest strengths.

At the Baby Products Industry Association (BPIA), we are seeing increasing demand from members for practical support that extends beyond product development. Businesses are looking for guidance on export opportunities, market access, funding options, regulatory developments and routes to international growth.

Recognising this need, the BPIA recently expanded its support o ering through the appointment of Jennifer Lake of Bug Grip to its Executive Committee. Jennifer’s role focuses on helping members identify funding opportunities and navigate an increasingly complex landscape of grants, investment schemes and business support initiatives. At a time when many traditional funding routes have changed or disappeared, access to expert guidance can make a signi cant di erence to businesses looking to innovate, invest and expand.

Export growth also continues to present exciting opportunities for UK brands. British-designed baby products remain highly respected around the world, with international buyers continuing to seek out products that combine quality, safety and innovation. While domestic trading conditions remain challenging, overseas markets o er signi cant potential for businesses willing to explore new opportunities.

Of course, innovation remains a critical part of that growth story.

Each year, the BPIA Concept & Innovation Awards showcase some of the most exciting new ideas emerging from across the industry. The Awards provide a valuable platform for companies to present early-stage concepts, breakthrough technologies and product

www.b-p-a.org

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innovations to a panel of industry experts and potential commercial partners.

Importantly, the Awards are not simply about recognising nished products. They are designed to encourage creative thinking, celebrate entrepreneurial spirit and help bring new ideas to market. Some of today’s most successful products began as little more than a concept and a determination to solve a genuine parenting challenge.

As we look ahead, the businesses that will thrive are likely to be those that combine innovation with adaptability. They will be the companies willing to explore new markets, embrace collaboration, seek out new sources of support and remain focused on delivering genuine value to consumers.

The nursery industry has faced many challenges over the years and has consistently demonstrated remarkable resilience. While the current environment may be complex, it also presents signi cant opportunities for businesses prepared to think di erently and plan strategically for the future.

The BPIA remains committed to supporting the industry through that journey — providing practical guidance, facilitating valuable connections and championing the innovation that continues to make the UK nursery sector one of the most dynamic and respected in the world.

For companies with innovative ideas or products in development, entries for the BPIA Concept & Innovation Awards remain open until 11 September 2026. We encourage businesses of all sizes to take part and showcase the creativity that continues to drive our industry forward. Full details can be found on the website at www. bpia.co.uk

New website

The BPIA has recently launched a new website which is fresh, modern and represents the work and aspirations of the industry’s trade association and includes details of our members.

Members will receive information in the coming weeks about how to access the ‘Member Only’ section of the website to make use of exclusive information and bene ts. Visit the new website at www.bpia.co.uk

Taking Feeding to New Heights

Feeding time has evolved far beyond the traditional highchair, with today’s parents seeking products that combine practicality, style and long-term value.

From compact space-saving designs for modern homes to versatile multi-functional models that adapt as children grow, the highchair category continues to innovate.

Over the following pages Nursery Today takes a closer look at the latest options on the market, highlighting the features, exibility and convenience that are helping families make mealtimes easier, more comfortable and more enjoyable, while providing nursery retailers with a strong category that appeals to a broad range of customers and budgets.

Practical for modern living

Chicco Zest 3in1 Highchair and Chicco Zest Plus Highchair support every stage of family mealtimes

Feeding through the ages

Designed to support every stage of the weaning journey, the Feed Me Orbit from Red Kite combines practicality, longevity and contemporary style in one clever design.

From rst purées and baby-led weaning adventures to family mealtimes as children grow, its adjustable tray and easy-clean surfaces help make feeding less stressful and more enjoyable.

The versatile 3-in-1 design evolves from highchair to booster seat and later a stylish stool, o ering a long-lasting solution for modern families. Thoughtfully designed and beautifully nished, it’s a weaning essential that grows alongside a child.

www.redkitebaby.co.uk

Designed to grow alongside little ones, the Chicco Zest 3in1 Highchair and Chicco Zest Plus Highchair combine exibility, comfort and practicality for modern family living. Suitable from 6 months up to approximately 8 years old, both designs transition from a folding highchair into a toddler chair and youth stool, adapting through every stage of childhood.

Recognised by Loved By Parents with Silver for Best Highchair and Platinum awards for both Best Feeding Accessory and Best Compact Highchair, the Chicco Zest 3in1 Highchair has become a popular choice for families looking for lightweight, spacesaving functionality without compromising on style or comfort. The Chicco Zest Plus Highchair builds on this with elevated styling and added comfort details for a more premium feel.

Lightweight at just 4.5kg, both highchairs are easy to move around the home, neatly fold away when not in use and feature easy-clean seat shells to simplify busy family routines.

TEL: 0333 220 6070

sales@rkwltd.com

Chicco Meraviglia Highchair

The Chicco Meraviglia Highchair is an evolutive solution designed to support every stage from birth and beyond. 4-in-1 comfort that grows with your child.

Transforming from a newborn recliner to a highchair, child’s chair and adult chair, adapting e ortlessly through family life with a modular, tool-free design. Combining comfort, flexibility and contemporary styling, Meraviglia is made for shared moments at every age.

Certified for use from birth up to 110kg.

The Alpha+ has become such a recognisable product within the hauck range over the years. What do you think has been the secret to its longterm success with families?

The secret of the Alpha+ is that it has always been more than a highchair. Over the years, it has become part of everyday family life, a familiar place for rst meals, shared routines and moments around the table.

Families trust products that feel reliable, practical and built to last. The Alpha+ o ers that reassurance through its timeless wooden design, strong everyday functionality and ability to grow with the child. Its long-term success also comes from the emotional connection families develop with it. Parents do not simply buy it for one stage. They bring it into the home as a product that can support family life for many years.

Highchairs are often one of the biggest nursery purchases parents make. Why do you think the Alpha+ continues to stand out in such a competitive category, particularly with today’s style and value conscious consumers?

Parents today shop far more thoughtfully. They want products that t naturally into the home, support their child’s development and o er genuine long-term value.

The Alpha+ stands out because it combines all of these qualities. Its wooden design feels warm and timeless, while the grow-along concept reassures parents they are investing in something with lasting purpose.

For style conscious consumers, it complements modern interiors. For value conscious families, it o ers longevity, exibility and everyday practicality, which is a compelling combination in today’s market.

The Alpha+ is very much a heritage product for hauck. How has the chair evolved over time to re ect changing parenting lifestyles and modern interiors, while still staying true to its original design?

Alpha+ has such strong heritage because the original concept remains highly relevant today: giving children a safe and comfortable place at the family table.

What has changed is the way families live, and the Alpha+ has evolved alongside this. Parents now expect products to be exible, easy to use and suited to modern homes. The Alpha+ system has expanded with

Growing With Families

As a long-standing favourite within the hauck portfolio, the Alpha+ has earned its place in homes around the world thanks to its timeless design, longevity and ability to grow alongside the child. In this interview, hauck’s Head of Sales - UK & Ireland, Helen Robinson discusses why the Alpha+ continues to resonate with modern families, how consumer expectations within the highchair category are evolving, and why adaptability, sustainability and emotional connection remain more important than ever.

a wide range of accessories that allow families to adapt the chair through di erent stages.

At the same time, the essence of the product remains unchanged. It is still recognisably Alpha+, wooden, practical and centred around family togetherness.

Sustainability is becoming increasingly important for parents. How much of a role does the Alpha+’s FSCcerti ed wood, longevity and “buy once, use for years” appeal play in purchasing decisions today?

Sustainability has become far more personal for parents. Families want to make responsible choices, but they also want products that genuinely work within everyday life.

The Alpha+ answers this clearly. Its FSC-certi ed wood is important, but the bigger story is longevity. A product that grows with the child and adapts through di erent stages naturally supports a more considered approach to buying.

That “buy once, use for years” appeal is becoming increasingly powerful. Parents are looking for products that are durable, useful and meaningful, rather than items that are quickly replaced.

Social media now plays such a big role in nursery buying decisions. How important have platforms like Instagram, TikTok and parent communities been in driving awareness and recommendations for the Alpha+?

Social media is hugely important because parents want to see products used in real homes and everyday situations. The Alpha+ naturally lends itself to this, appearing in moments such as breakfast, weaning, playtime and family meals.

Platforms like Instagram, TikTok and parent communities help show how the product works in di erent homes and family routines. Parents can see how it adapts as children grow and how easily it integrates into daily life.

For a product with such an established reputation, word of mouth is especially valuable. Recommendations from other parents feel authentic, and that level of trust is di cult to replicate.

One of the biggest conversations around highchairs today is longevity and adaptability. How important is it for parents to invest in products that grow with their child, rather than products with a short usage window? It is extremely important. Parents are increasingly conscious of value, space and sustainability, so products with a limited lifespan are often less appealing.

A grow-along highchair gives families reassurance because it adapts alongside the child’s development. With the Alpha+ system, parents can support their child from the earliest months through to independent sitting, eating and play.

That adaptability also creates emotional value. The chair becomes part of the child’s development and the family’s daily rhythm, rather than something used brie y and then stored away.

From a retail perspective, what are the biggest bene ts of stocking the Alpha+?

For retailers, Alpha+ o ers a strong and easily understood story: a recognisable wooden highchair with heritage, long-term value and broad consumer trust.

The chair works as a strong core product, while the wider accessory range creates natural opportunities to support families as their needs evolve. This allows retailers to o er a proposition that goes beyond a single purchase.

Alpha+ can be positioned not simply as a highchair, but as a exible family system that grows with the child. Its reputation and long-term relevance help build consumer con dence and encourage repeat engagement throughout di erent family milestones.

Looking more broadly at the highchair category, what trends are you currently seeing from parents?

Parents are increasingly looking for highchairs that t naturally into real family life. Design matters because nursery products are expected to sit comfortably within modern interiors, but practicality remains just as important, particularly around comfort, ease of cleaning and everyday usability.

There is also growing demand for products that o er more than one function. Families value highchairs that support di erent stages and moments throughout the day, from early bonding and mealtimes through to play and independent sitting.

Overall, parents are seeking products that feel durable, adaptable, attractive and genuinely useful beyond one short phase. That is why Alpha+ continues to feel so relevant. It combines heritage, practicality and emotional value, giving families a familiar place to come together from the earliest moments onwards.

ALPHA

Graco serves up two highchair solutions

Graco’s MiniLite and Presti highchairs combine practical design and everyday functionality at great value.

Retailing at just £40, the award-winning MiniLite is compact, lightweight and designed for convenience, featuring an ultra-compact freestanding fold, a 4-position adjustable tray, footrest and soft-touch 5-point harness. Suitable from 6 months to approximately 3 years (max. 15kg), its easyclean seat pad and tool-free assembly make it a fuss-free option for daily use.

Presti o ers extended versatility and exceptional value at just £60, adapting from a fully equipped highchair into a toddler low chair and then a child stool from 6 months to around 6 years (max. 27.3kg). Lightweight and compact, it includes adjustable tray positions, a dishwasher-safe tray insert, removable footrest, rubber oor protectors and a machine-washable seat pad. Available in Steeple Grey, Duck Egg and Dusty Rose, Presti brings exibility, comfort and contemporary style to every stage.

www.gracobaby.eu/uk

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 mode - with a quick tuck away and easy tidy up design. uksales@joiebaby.com www.joiebaby.com

Fast fold

Created to bring little ones closer to family life, the Inglesina Fast table chair transforms mealtimes into shared moments.

Designed to attach securely to most tables, the Inglesina Fast table chair allows babies to sit comfortably alongside adults, encouraging connection and helping them adapt to everyday routines. Quick to fit and remove, it offers a practical solution both at home and when dining out.

Lightweight and compact, it includes a convenient carry bag for easy transport. Available in a range of contemporary colours, the Fast seat combines functionality with a considered design that supports togetherness from the very start.

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

A Highchair with Heritage

Alpha+ is more than a highchair - it is a familiar place for first tastes, shared routines and everyday family connection.

Some products are bought for a moment. Others quietly become part of the family story. The hauck Alpha+ has earned that kind of place in homes over many years. It is where first tastes happen, where toddlers join family meals, where little hands explore, and where everyday routines become memories. At its heart, Alpha+ has always been about something simple and emotional: bringing children closer to the table, and closer to the people around them.

Its appeal begins with its familiar wooden design. Warm, timeless and easy to live with, Alpha+ feels less like a temporary baby product and more like a natural part of the home. For parents, that matters. Today’s families want products that are practical and beautiful, but also meaningful - items that support real life without taking it over.

Alpha+ has also continued to evolve around the way families live today. In the newborn stage, compatible bouncers such as the FSC-certified Highchair Bouncer Eco allow babies to be close during family moments from the very beginning. As children grow, the Highchair Baby Seat supports a secure sitting position from around six months, while different Highchair Pads add comfort for everyday use.

Mealtimes can be supported with simple additions such as the Click Tray and Highchair Tray Mat, helping families through weaning and daily feeding routines. And because family life is not only about eating, Alpha+ can also become a place for play. The Highchair Play Board attaches to the chair, while the Play Tray concept allows different play attachments, such as a book or puzzle, to be fixed and exchanged - encouraging curiosity and fine motor skills in a natural, everyday setting.

This thoughtful adaptability is one of the reasons Alpha+ continues to resonate with modern parents. It offers longevity, value and reassurance, while its FSC-certified wood and long usage life support a more considered way of buying. Rather than being designed for one short phase, Alpha+ grows with the child and adapts to the family’s changing rhythm.

For retailers, that makes Alpha+ a strong and emotionally engaging proposition. It is recognisable, easy to understand and supported by a broad accessory system that creates natural opportunities to accompany families across different stages.

Its multi-award-winning status further reflects the trust it has built with parents and industry experts alike, including Loved by Parents Gold 2026 for Best Highchair/Baby Seat, Mother & Baby Awards 2025 Silver for Best Highchair and Good Housekeeping Institute Approved 2025.

Above all, Alpha+ remains a place for closeness, growth and everyday connection - made for every family moment.

info@hauckuk.com  www.hauck.de/en

Space-saving innovation for modern feeding routines

The Ickle Bubba Flip Magic Fold Highchair o ers a practical, spaceconscious solution for contemporary family dining.

Designed with compact living in mind, it features an easy-fold, simple ip motion mechanism that folds down to just 7cm when stored, making it ideal for smaller homes or multi-use spaces. A supportive, easy-clean seat ensures everyday practicality, while adjustable elements help accommodate growing babies and toddlers. Combining functionality with a streamlined design, the Flip Magic Fold Highchair sits comfortably within the highchair and accessories category as retailers continue to see demand for exible, space-saving feeding solutions. Sales enquiries please contact: jade.allen@ icklebubba.com www.icklebubba.com

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

Stress free mealtimes

Combining contemporary style with everyday practicality, the Feed Me Go is designed to make family mealtimes simple and stress-free.

Featuring an easy-clean surface and removable tray, it e ortlessly handles the realities of feeding little ones while maintaining a sleek, modern look. Finished in a sophisticated tru e tone, it blends beautifully into today’s homes and, thanks to its clever convertible design, transforms from a highchair into a junior chair as a child grows. A versatile essential built to support every stage of the weaning journey and beyond.

www.redkitebaby.co.uk

The Japanese Baby Precision, Trust, and the

In this insightful overview, Jonathan Feingold explores the unique dynamics shaping Japan’s baby products market. From meticulous product standards and compact urban living to the importance of trust, re nement, and physical retail, the article examines why Japan remains one of the world’s most sophisticated and demanding nursery markets despite a declining birth rate. Drawing on rst-hand observations and industry knowledge, Jonathan highlights how Japanese consumers continue to rede ne expectations around quality, functionality, and precision.

Travelling to Japan, one realises just how far away it actually is, thirteen and a half hours from London. Landing in Japan is de nitely like arriving on another planet. Nothing is the same or even similar, and very few people speak English. I quickly learnt that many people may speak a little English, but unless it is perfect, they simply will not use it and this approach applies to everything in Japan.

Your rst impression is the ultra-e cient trains and stations, with everything completely uniform. The ticket gates are exactly 53cm wide everywhere in Japan, whether underground, overground, or on bullet trains, so the maximum width for baby strollers is less than 53cm in order to pass through. This kind of exacting measurement applies to everything, even the fabulous tea they drink. The overall impression is that everything is top drawer, from super-soft bakery buns to the cleanliness of hotel rooms. Perfection is the norm.

In some countries, the baby products market is driven by price. In others, by fashion, or convenience. But Japan is driven by precision. It is a country where attention to detail is valued almost to the level of

obsession. Packaging is immaculate, presentation carries an almost ritualistic beauty, and customer service approaches an art form. Consumers scrutinise products with a level of rigour rarely seen in Western markets. Japan is not just a retail market, it is a culture built on re nement, trust, and the pursuit of perfection.

What has always drawn me to Japan is that behind its remarkable e ciency, glittering cities, and futuristic technology lies a society deeply rooted in tradition, family structures, and social responsibility. Tokyo, with around 40 million people, may appear to be one of the most advanced cities in the world, yet purchasing behaviour remains highly conservative and trust-oriented.

It is precisely this contrast that de nes Japan’s baby products market.

At rst glance, Japan may seem like one of the most challenging baby markets in the world. The population is rapidly ageing, the birth rate continues to decline, and economic growth has been slow for many years.

And yet, Japan remains one of the most sophisticated and premium-oriented baby markets in the world.

Exceptionally High Standards

Maintained Despite Population

Decline

Demographics always provide important context.

Japan’s population is approximately 123 million, but annual births have fallen below 750,000, broadly on par with the UK, and continue to decline rapidly.

This is the lowest level in modern history, with projections suggesting it could halve further in the future.

On the surface, this appears devastating for the baby industry.

However, the Japanese market behaves di erently. With fewer children, spending per child increases.

In many families, emotional, nancial, and psychological resources are heavily concentrated on one or a small number of children. Parents, and often grandparents, are willing to spend generously on products that excel in safety, cleanliness, functionality, and quality.

As in Italy and Greece, family support structures are extremely important, particularly for highvalue items such as strollers and furniture, where grandparents exert strong in uence.

Possibly the Most Demanding Consumers in the World Japanese parents may be among the most detail-oriented consumers globally.

Safety standards, folding mechanisms, wheel performance, material quality, hygiene, weight, compactness, and design precision are all meticulously examined.

“ ”However, unlike emotionally expressive markets such as Greece, in Japan a ection is expressed through attention to detail, quality control, and thorough product validation.

Consumers scrutinise products with a level of rigour rarely seen in Western markets. Japan is not just a retail market, it is a culture built on refinement, trust, and the pursuit of perfection.

Everything is taken seriously. Although the in uence of social media on consumers has increased in recent years, purchases, especially strollers, are rarely driven by appearance or social media alone.

Consumers test products very thoroughly and repeatedly.

• Can it be folded with one hand?

• Is it narrow enough to pass through the 53cm ticket gates?

• Is it easy to manoeuvre on crowded pavements?

Products Market: Pursuit of Perfection

• Is it light enough to carry upstairs?

• Can it recline quietly without waking the baby?

• Is it easy to keep clean in a hygieneconscious society?

This “test-before-you-buy” culture may be even stricter than in Greece or Italy.

Despite being a highly advanced technological nation, Japan remains a market deeply rooted in hands-on experience and thorough validation.

Unique Needs Driven by Compact Living Spaces

One of the de ning characteristics of Japan’s baby market is space constraints.

Urban homes are smaller than in many Western countries, with limited storage space.

As a result, Japanese consumers prioritise:

• Ultra-lightweight strollers

• Compact folding

• Slim chassis design

• Portability

• Space e ciency

• Multi-functionality

Large strollers commonly seen in Western markets are not suited to Japan’s urban environment.

Public transportation is also a key factor. With train travel dominating over car usage, particularly in the mega-city of Tokyo, portability and mobility are essential.

Japan is, in fact, a pioneer of the now globally trending ultra-compact stroller.

The Continued Strength of Physical Retail

Despite a highly advanced e-commerce environment, physical

stores remain hugely in uential for rst-time parents in Japan.

This is not a “click-and-done” market. Quality and longevity are critical to sales.

Especially for high-value items and rst-time parents, demonstrations, consultation, and reassurance remain essential.

Major retailers include:

• Akachan Honpo

• Babies“R”Us Japan

• Nishimatsuya

• Birthday

• AEON

• Blossom39

• Katoji

• AirBuggy

• DADWAY

Among these, Akachan Honpo leads the market through expertise, trust, and strong development of privatebrand products jointly developed with manufacturers.

Japanese retail spaces are beautifully organised, and customer service is among the best in the world.

Growth of E-commerce, Yet Unchanging Trust

Japan’s e-commerce sector is highly developed.

Growth accelerated particularly during the COVID-19 pandemic. However, purchasing behaviour remains hybrid:

• Research online

• Verify in-store

• Compare prices

• Purchase in-store or via delivery Trust remains at the centre of everything.

Brands with low recognition particularly struggle in safety-critical categories.

Brands That Succeed in Japan

Domestic Brands

• Combi: Strong in lightweight design and functionality

• Aprica: Trusted for safety and ergonomics

• Pigeon: Dominant in daily-use products. Pigeon announced in May 2026 that it will withdraw from strollers and some indoor product categories.

International Premium Brands

• Cybex: Popular in urban areas

• Bugaboo: Strong presence among a uent consumers

• Stokke: Lifestyle-oriented appeal

• Nuna: Sophisticated premium positioning

In Japan, it is not ashiness but re nement, precision, and understated luxury that are valued.

What Japanese Parents Choose

Current mainstream preferences include:

• Lightweight strollers

• Compact structures

• Minimal colour palettes

• Hygienic materials

• Space-saving design

• Quiet functionality

• Safety

Rather than boldness, a sense of quiet beauty is preferred.

A Market Built on Trust and Perfection

The Japanese market is built on precise trust.

Impulse buying is rare, as thorough consideration and comparison are the norm.

Deep love for children is expressed through preparation, detail, and perfection.

Even as the number of births declines, expectations do not.

That is why Japan remains one of the most challenging, sophisticated, and valuable baby markets in the world, all built around precision.