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MARCH 2022 ISSUE 6 VOLUME 25

CHICCO INNOVATES AGAIN IN THE CO-SLEEPING MARKET

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IT'S BACK -

The Nursery Today Golf Day INCLUDING THE NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 22ND YEAR OF THE NURSERY TODAY GOLF DAY

To encourage the golﬁng crème de la crème of the nursery industry, Nursery Today introduces The BabyStyle Trophy. To be a winner be a part of a day of golf and essential networking. The team four-ball has always been closely fought and up until now each team member has received a handsome memento of a great day’s golf.

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/ofﬁce for one year as proof of their participation in this wonderful sport. MAKE A DATE IN YOUR DIARY Wednesday 29th June, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

For full details contact Malcolm Naish on 01442 289930 or email malcolm@lemapublishing.co.uk to book your team’s place.

contents p12

Re g ul a r s

News 6 file Retailer Pro 10 ot plier Snapsh 30 & 31 Sup ot plier Snapsh 40 & 41 Sup w Products 56 & 57 Ne s aby Product 58 The B Association

Contributors 44

Barking Mad

Pramland’s John Barker shares his thoughts

Retail Matters

This month, Online4Baby’s Managing Director Christy Foster discusses the economic turbulence this year has seen so far.

the team Editor

Features

Penny Franks penny@lemapublishing.co.uk

16 Wheeled Goods &

Ad Manager

Accessories

Christine Contreras christine@lemapublishing.co.uk

Production Director

Cover Story

Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

p32

Sleeptime

Artsana

2022 looks set to be an exciting year of continued growth for Artsana, the home of Chicco, Boppy and RECARO. Mitch Levene, Managing Director, Artsana UK & Ireland, tells us more.

Interview

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

The Lullaby Trust

Spotlight

Circulation

Meet the PRs

Robert Thomas robert@lemapublishing.co.uk

Safety Products

Bottles & Sterilisers

Wooden Toys

p54 Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

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editor’s letter www.nurserytoday.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

elcome to the March issue. March is the month where sleep is celebrated and safe sleep advice for parents is in abundance. For example, this month World Sleep Day takes place on the 18th, it is also National Sleep Month and The Lullaby Trust runs their Safer Sleep Week. The Lullaby Trust recently highlighted results from their survey, which takes a look at the impact of social media and their findings have proven quite alarming. As they state ‘it’s not all picture perfect’! Naturally social media has its place as does information on the internet to help guide and reassure new parents, although from their findings it would appear that many new mums who follow influencers, celebrities or bloggers may also happen upon mis-information which might put their little ones at risk. The Lullaby Trust survey consisted of over 4,600 new and expectant parents and from this they found that 67% of parents follow celebrities and influencers who have babies. Just over half of those who follow influencers stated they do so for parenting tips and/or baby product recommendations. As content shared online can greatly influence new parents, The Lullaby Trust’s Safer Sleep Week campaign this year urges more examples of safer sleep images to be shared across social media platforms.

Looking to ‘push’ your profit? Check out our wheeled goods feature starting on page 16.

Worryingly, their findings illustrated that over 1 in 3 parents (37%) have bought a baby sleep product which doesn’t fit with safer sleep advice, including cot bumpers and baby pillows after seeing them on their Instagram and Facebook feeds. When it comes to sleeptime, we are fortunate that brands continue to address this by offering products that take infant safety seriously. Take time to check out our sleeptime feature starting on page 32. Within this you will also find an interview with Jenny Ward, the day – everyone is welcome no matter your level Chief Executive of The Lullaby Trust where we find of ability (and of course there’s always the 19th hole out more about the work they do and their Safer to look forward to!). Sleep Week campaign. The Nursery Today golf day will be held on the Continuing with our sleeptime theme, you will 29th June at Puckrup Hall. As well as the Nursery notice that Chicco are our cover stars this month Today individual Stableford trophy, the BabyStyle with their Next2Me PopUp - an ingenious new four-ball trophy is also up for grabs. This is the only space-saving bedside crib solution that can easily golf day for the nursery trade and has always been a and quickly be folded down with no need to remove great occasion. Featuring a morning nine hole Texas parts. 2022 looks set to be an exciting year of Scramble followed by lunch and then the afternoon continued growth for Artsana, the home of Chicco, four-ball competition. This is followed by a great Boppy and RECARO. It’s the natural reward following barbeque and the presentation of trophies. Contact the successful process of learning, adapting and Malcolm Naish for full details on “adjusting the sails” after two challenging years. Mitch malcolm@lemapublilshing.co.uk. Levene, Managing Director, Artsana UK & Ireland, tells us more starting on page 12. This issue we also feature a host of nursery product categories, including wheeled goods. Some could feel that products that fall within wheeled goods might create a slightly oversaturated category. However, this just isn’t the case as brands offer a great variety that meet the appetite of the consumer. As Joie’s Head of Product Development, Damon Marriott tells us: “For sure there is an Looking for sleeptime ever-expanding selection of items within this products? Simply turn to category, but with channel management and page 32! variable features offering different price options, there is room for all.” Turn to page 16 where you will find a host of products that are all available to order now. While on the subject of wheeled goods – keep an eye out for our April issue next month, where you will also be treated to our new wheeled goods supplement! If you are a wheeled goods supplier or brand and you are looking for more information on this please contact Christine Contreras via email christine@lemapublishing.co.uk or give Christine a call on: 07764 154350 who will be happy to assist. Finally, it will be here before you know it – the Nursery Today Annual Golf Day! If you are a keen golfer, then this is the one for you - or perhaps you are looking to take it up as a new hobby… in which case, why not join the fun of nursery today

news

Sponsored by

Rockit rocks it at another award ceremony

Rockit the baby sleep company behind the multi award-winning portable baby rocker was crowned ‘International Business of the Year’ at the FSB Celebrating Small Business Awards, 3 years after it won its first award for export. Rockit was launched in September 2017 and is now soothing babies to sleep and helping worn out parents all over the world. It has already won a number of accolades including the 2 Gold Junior Design Awards, Made for Mums Gold and the prestigious international A’ Design Award. Dr. Nick Webb, the Rockit’s inventor said “Exporting our products from day one has been pivotal to the success of the business. We are now distributing to over 40 countries across 6 continents and it’s a real honour to be recognised as the International Business of the Year by the Federation of Small Businesses.”

www.rockitrocker.com

BIBS create two unique pacifiers in the colours of the Ukrainian flag To help the people and children in Ukraine, BIBS has created two unique pacifiers in the colours of the Ukrainian flag, with all proceeds from sales being donated to UNICEF directly. Over 1.5 million people have now been forced to leave their homes, and up to 7.5 million children are in urgent need of humanitarian aid. UNICEF provides support to children and families with medicine, warm clothes, clean water, protection, and psychosocial help. All BIBS pacifiers are made of the best material on the market, and 100% free of harmful and endocrine-disrupting ingredients such as PVC and BPA. All pacifiers are designed at BIBS headquarters in Nordhavn, Denmark and then produced in the factory in Hillerød where the latest technology and energy-saving equipment is used on the production line.

www.Bibsworld.com 8

nursery today

Kit & Kin’s

celebrate fifth anniversary! Spice Girl Emma Bunton swapped the stage for the boardroom as this March marks the 5th birthday of Kit & Kin, the earth-friendly baby brand with purpose! Speaking about five years of Kit & Kin, Emma said: “We are very excited to celebrate five years of Kit & Kin, looking back I am incredibly proud of all we’ve achieved so far. From the moment I met Chris (my fellow co-founder) it was clear we shared the same goal for creating a truly ethical family brand. Now five years later it’s amazing to see Kit & Kin thriving. Knowing that so many parents are choosing our products is a wonderful feeling.” Emma continued: “I’m excited to see what the future holds for Kit & Kin – we worked out that if every one of the three billion nappies used in the UK every year was a Kit & Kin nappy, it would save more than 36,000 tonnes of carbon being released and lock in an additional 6.5million tonnes of carbon biomass through protected rainforest- now that’s a goal to aim for!” Kit & Kin will be marking its 5th birthday with a month-long celebration throughout March, with their customers at the heart of their festivities. Customers will receive birthday presents including prizes, special offers and free gifts. Plus, Kit & Kin are inviting customers to earn double points with fun birthday themed missions in their eco parenting community the Kit & Kin Family.

www.kitandkin.com

iCandy

unveils the next generation of a true icon The iCandy Peach has firmly established itself as one of the world’s leading pushchair icons, consistently setting the pushchair standard in terms of both functionality and style. It is a pushchair that is loved and trusted by parents around the world. The latest innovations to the iCandy Peach see the pushchair enter its 7th generation, unveiling functionality updates complimented by stunning new premium fabrics. Launching this Spring, the iCandy Peach 7 will retail at £1,099, including the carrycot, seat unit, chassis, removable ‘Pip-Zip’ bag, car seat adaptors and elevator adaptors. Added extras include a stunning new Peach Luxury Rucksack Bag featuring integrated pushchair clips for added convenience and a super cosy Footmuff & Liner, both of which have been designed to coordinate effortlessly with the iCandy Peach 7 and can be purchased separately. The iCandy Peach 7 will be launched in the following colours: Black Edition, Dark grey, Light grey, Truffle – 2 Tone grey and Olive Green.

www.icandyworld.com

Melissa & Doug

appoints new Sales Director for Northern Europe Melissa & Doug has strengthened its international team based in Rickmansworth with the recruitment of Jeremy Robinson as sales director for the Northern Europe region. Reporting to managing director international Francisco Anselmi, Jeremy will have responsibility for managing existing and new business within the key markets of the UK, DACH [D-Deutschland (Germany), A-Austria, CHConfœderatio Helvetica (Switzerland)] and the Nordics.

www.melissaanddoug.com

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retail

LILYCUDDLES

Clicks to Bricks

This month Nursery Today had the pleasure to question LilyCuddles co-owner Solomon Soyinka to find out how he and his partner Yetunde are growing their business and readying to open their first bricks and mortar store Tell us a little about LilyCuddles – what was the inspiration behind launching your online baby products store?

We have been asked this question many times and the most cliché response would be that we started because we could not find baby products easily available when we needed it and we decided to start ours to make finding baby products at the desired price less of a hassle. Whilst, that is an integral part of our inspiration, our passion and love of kids and anything kids was the main factor. We were intrigued by having our own child and our experience throughout that journey. We floated the idea of using our experience and approach during that first journey to support other prospective parents. To make the experience more inclusive and not exclusively to mums to be. That is how the idea of Lilycuddles was birthed. However, the name Lilycuddles was largely inspired by our six year old daughter, who, when she was a toddler, gave the best cuddles and was obsessed with the lily flower. When we sat down to discuss the name, it was very straight forward as having her was a big part of our inspiration to start our online business.

How did you manage to establish yourselves online and bring attention to your website?

Getting lilycuddles noticed was not an easy task. We would say we are still working on it and continue to work on bringing attention to our brand. In our first few years, due to limited funds, a lot of our brand awareness programmes 10

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were via word of mouth, friends and family referral and DIY SEO. From 2019 onwards, when we both made the decision to fully focus on lilycuddles, a lot of effort went into google ads, shopping campaigns, social media campaigns and more word of mouth.

Do you feel that perhaps you are treated differently by brands/ suppliers with regards to the products that you can currently offer to your customers as an online only retailer? We would say yes, because some brands and suppliers will not work with you if you operate online only, which impacts the range of products we can stock. This has always been a challenge and knowing what we know about the industry now, it is a good way to protect the independents.

With this being an incredibly emotive industry sector, how do you give your customers reassurance when placing orders online?

We are parents ourselves and currently are going through the journey as well! So, when customers come to us, what we try to do is to personalise their experience or journey with us. We always try to understand the customer and treat each customer differently based on their needs and experience.

Since launching in 2016, what has been your largest achievement?

From launching, we have had little wins along the way and as Yetunde always

says, every little win forms part of the bigger win. However, we do agree that our biggest achievement to date would be to finally have a physical space to showcase our range of products and brands. This is because it has been the aim from the onset, but we have had challenges along the way. We had three potential spaces fall through, so going back to start our search again from scratch was never easy. Then Covid happened, which completely stalled our plan, but we are there finally.

We believe operating online only does not fully provide parents with a total shopping experience. We want to be able to provide that help, support and guidance for parents-tobe in making the most important buying decisions of their parental journey and believe there is no better way to do so than to have a physical space to showcase and demonstrate all we have to offer; provide great service and offer our own knowledge product wise.

As a business, how have you grown over the years?

Where will the store be located and what was the decision behind the location?

We started Lilycuddles in 2016 as a side project to test the waters and our ideas whilst we both continued with our individual jobs. However, we fully focused and invested our time in the brand towards the end of 2019. Since then, we have gone from strength to strength. We are on course to double our turnover from the previous financial year and we predict that we will continue to do so once we add the offline sales to our operations in the new financial year.

You are about to make the transition from ‘clicks’ to ‘bricks’! Exciting times ahead for you – what was the deciding factor in the decision to open your new store? As we alluded to earlier, our business plan from the onset has been to combine clicks and bricks as a business model. However, that plan was stalled along the way due to various reasons and challenges.

The showroom will be located in Wellingborough, Northamptonshire. We are both from Northampton and have always had the desire to move back. We found that the area was not well served since Mothercare and Mamas and Papas closed their doors and with our knowledge of the area and the close connection we have with it, it was the easiest decision to make.

What activity will you be running online to bring awareness to the new store prior to your official opening day?

The right level of awareness activity is crucial to our opening of the showroom, so we will be carrying out a lot of online marketing within the local area and nationally. Our website is also currently undergoing some changes that will reflect our transition from clicks to bricks. We will also be running a lot of activities on social media to create awareness of the showroom within the local area and national.

Have you experienced many challenges in the lead up to opening day and if so, how have you overcome these?

Opening day is getting closer and we have definitely had challenges - especially with contractors for the fit out. It has also been difficult to arrange visits with our desired brands due to everyone’s tight schedule. However, through our resilience and determination, we have managed to overcome the challenges, bring more of our desired brands on board and currently working with others. By the time we get to launch day, we believe most of our issues would have been ironed out to allow a smooth launch day.

can you tell us a little more about this?

The CuddleClub Programme is our loyalty and rewards programme that we have designed for parents, parents to be and their friends and family to get more for their efforts. It is essentially our way of supporting our Cuddle Parents through their parental journey and buying experience. Rewarding them for their experience and loyalty and ensuring that every little support we can give goes a long way with helping to achieve their aim. It also allows our Cuddle parents to sound our trumpet by way of word of mouth to friends and families or via their social space and community.

What can suppliers do to assist How will the new store operate you to open smoothly and gain consumer confidence in alongside your already your brand? established online business? We currently have one word we have been throwing round the team, which is “Seamless”. Our aim is to keep all our products, service and pricing uniform across both channels. The online operation and showroom operations will complement each other and customers who shop online will feel no difference to customers who shop offline.

You currently operate your ‘Cuddleclub Rewards Programme’ on your website,

We are currently getting a lot of support from the brands we are already affiliated to and those yet to come on board. We have made new friends along the way, but we know we are babies within the industry and support from our suppliers in the form of awareness on their platforms to their core customers, training to our staff and opening day supports will go a long way.

Naturally you will now run in-store demonstration of

product. Do you feel this will strengthen your business by being able to speak to and guide your customers face to face?

The journey from conception to delivery is an experience. Lilycuddles intends to not only be a part of that experience, but a major one. We want to have a relationship with our Cuddle parents. Therefore, having the ability to showcase, not just our products, but our individual personality and the brand personality is crucial to our business operational goal. We set out to feel what our Cuddle parents feel, understand them, help guide and support their decision and experience through the journey.

How will you manage your new floorspace? Will this be sectioned into areas for your customers, for example, wheels, furniture, feeding, etc.? Our showroom space was designed by bluu.creations, a very young, talented and creative lady. You can see her portfolio at www.bluucreations. myportfolio.com Working together with her, she has cleverly designed and sectioned the showroom space to allow us to showcase as many product categories

as possible. The showroom will have a Travel section, Furniture, Feeding, Bath and Changing and a lounge/ cool off area for our customers. All areas have been created to easily identify with easy access to these areas of the showroom.

Will you be looking at opening new accounts with suppliers and showcasing more product ranges? Yes, this is and has been the aim since we made the decision to launch the showroom. We have done our research and we know what products potential cuddle parents in our area want. As such, we are actively speaking to brands to open accounts with them and will continue to do that, so we can have a wide range of products for our customers.

Finally, you are active across a number of social media platforms. How important are these to the business?

Social media is essential for any business operation in the current commerce climate. We know that our success will be tied to how active we are in the social sphere and a lot of effort is currently being put into this to make all our social platform activities consistent and regular.

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Cover Story Chicco

Chicco:

adjusting the sails to the wind to reach the destination 2022 looks set to be an exciting year of continued growth for Artsana, the home of Chicco, Boppy and RECARO. It’s the natural reward following the successful process of learning, adapting and “adjusting the sails” after two challenging years. Mitch Levene, Managing Director, Artsana UK & Ireland, tells us more.

hilst 2020 was a record year for Artsana UK & Ireland, 2021 proved for the entire nursery industry to be one of the most challenging on record. Nevertheless, Artsana navigated its way through the turmoil and has witnessed rapid growth that has continued into the start of 2022, with the company’s performance up by almost 40% versus last year and already surpassing 2020’s record sales. Mitch Levene, Managing Director, Artsana UK & Ireland is proud of the way his colleagues adapted to the Covid-19 pandemic, lockdown and subsequent global shipping crisis. “These are traumatic challenges, although the team remained positive throughout, and with our retail partners we embraced this uncertainty together. Whilst challenges remain moving forwards, Artsana UK & Ireland continues to be committed to working in partnership for mutual success in 2022 and we have adopted the new mission statement “adjusting the sails to the wind to reach the destination.” “It is clear from the superb start to 2022 that this positivity is reflected via a whole host of new product innovations and a high-impact advertising campaign, with the usual heavyweight investment in our retail partners. This includes considerable

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Continuing in 2022 is Artsana’s famous ‘Play and Pay’ strategy, which has reaped benefits for its retailers in recent years by rewarding those who support the Chicco, Boppy and RECARO brands with strong product presence and gold standard in-store and online support.

contributions into our promotional calendar, advertising link-ups and powerful display units. A guaranteed recipe for success for our retail partners that continue to support and back Artsana.” Also continuing in 2022 is Artsana’s famous ‘Play and Pay’ strategy, which has reaped benefits for its retailers in recent years by rewarding those who support the Chicco, Boppy and RECARO brands with strong product presence and gold standard in-store and online support. Exclusive bundles developed across the Chicco, Boppy and RECARO ranges have also provided customers with an added incentive to invest. Social media continues to be an effective communication channel when it comes to reaching consumers and over the past two years, there has been increasing levels of engagement from followers within key demographics. Chicco has continued to support its retailers by offering ongoing social media support, such as tailored assets to use on their own channels and including retailer tagging and, direct consumers to a relevant point of purchase. This will continue in 2022, further demonstrating Artsana’s commitment to engage with expectant parents and ultimately

influence their purchasing decisions. This support for both retailers and expectant parents will be reinforced in 2022 by some truly innovative new products. One area in particular where Artsana will be using new product innovation to reinforce its dominant market position and prove yet again why we are the trusted experts is in the Chicco sleeptime range. Chicco has always been synonymous with side-sleeping and the much-loved Next2Me is the ‘one-and-only’ original side-sleeping crib. Chicco has built on the success of the original Next2Me over the years and continued to extend the range with products that quickly establish themselves as absolute must-haves for expectant parents, including the Next2Me Forever in 2021 – the very first 3-in-1 side-sleeping crib that can be used from birth through to four years – and the Next2Me Magic 2. Artsana’s ongoing commitment to support the side-sleeping market and protect against the cheaper copycat products that have flooded the market in recent years is stronger than ever. Innovation within this category is key and thanks to the baby research centre and product development team, Artsana has continually cemented itself as the

To support the imminent launch of Next2Me PopUp and reinforce Chicco’s position as the sleeptime experts, the most recent social media campaign is celebrating National Sleep Month. market leader. 2022 will see the introduction of a new ingenious spacesaving solution for parents in the form of the new Chicco Next2Me PopUp. Offering the same popular functions as the original Chicco Next2Me, the Next2Me PopUp will offer a genuine space-saving solution for parents with its instant folding system and foldable feet. When folded down, it is compact enough to fit underneath a bed when not in use. For retailers, this is truly a unique proposition and for parents they now have more choice when it comes to the number one side sleeping crib than ever before. To support the imminent launch of Next2Me PopUp and reinforce Chicco’s position as the sleeptime experts, the most recent social media campaign is celebrating National Sleep Month. Using influencer content and engaging, informative posts, Chicco is helping to educate parents on the benefits of side-sleeping and offer parents a forum where they can discuss any issues and concerns they may have around sleep time. Working with independent sleep expert Mandy Gurney, Chicco is providing valuable advice to new parents looking for tips on how to establish good sleep routines and how to deal with sleep issues in the first few months of parenthood. In addition to the launch of Next2Me

PopUp, there is also an extensive pipeline of innovative new products planned for the rest of the year that will cover the wider Chicco nursery and outdoor categories. Artsana will also be supporting the RECARO range of high-quality car seats and outdoor products with engaging marketing campaigns and online activation, including a dedicated UK Instagram page, to further raise awareness of the RECARO brand and innovations in the UK. With a stronger team than ever at Artsana, everyone is looking forward to continuing to work hard to cultivate and build upon opportunities, further strengthening the relationships with its retail partners in 2022.

www.chicco.co.uk

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Taking luxury to the next level Our hugely popular Adorra Luxe travel system has been turning heads since its launch in November 2020, and 2022 brings exciting news with the expansion of our beautiful Luxe collection. Bringing in new pushchairs and colourways, this collection will set the precedent for both comfort and style.

Adorra Luxe The Adorra Luxe is a special edition pushchair and comes as part of a complete travel package, comprising a Pebble 360 Luxe car seat, Oria Luxe carrycot and a 2-in-1 Luxe fooUmuff , all in matching premium fabrics and fi nishes. With its on-trend chassis colours, luxurious embroideries, TwilMic soft fabrics and deluxe vegan leather, the Adorra Luxe feels as good as it looks. All new colours: Adorra Luxe is available in Twillic Grey with the striking chrome chassis, vegan leather handlebar and trims and beautiful twillic grey fabric. New for 2022, Adorra Luxe is now available in Twillic Black. With a sleek black frame, vegan black leather and trims, and stylish twillic black fabric, the new Adorra Luxe colourway is the ultimate ultra-chic accessory. For comfort: Featuring a large cocooning seat with mesh fabrics to ensure that little ones are always at the perfect temperature, multiple recline positions including lie-flat for naps, anE BO extra large extendable sun canopy. For convenience: This pushchair has been created with a lightweight design and one-hand fold. Alongside this, the XXL shopping basket holds all the essentials the modern parent needs. When combined with the durable wheels, ergonomic brakes and adjustable pushbar, Adorra Luxe is everything parents could wish for in a pushchair.

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Coming soon:

Zelia Luxe Everything changes when you become a parent. As your baby grows, the last thing parents want to be doing is constantly changing all of their baby essentials. Zelia Luxe is a luxury 2-in-1 pushchair with a carrycot that transforms into a comfy seat, so you won’t have to change a thing. As part of our new Luxe collection, the Zelia Luxe is a special edition pushchair with premium and stylish finishing and fabrics. Add a matching Maxi-Cosi® baby car seat to create a travel system for next level luxury travel.

The Maxi-Cosi Adorra Luxe bundle is available now in Twillic Grey, RRP £ . The new Zelia Luxe in Twillic Black and Twillic Grey (RRP £369.99), plus Adorra Luxe in Twillic Black (Bundle RRP £ ) will be available from March. To GJOE PVU NPSF contact your sales representative at UK-sales@doreleurope.com

maxi-cosi.co.uk

Feature WHEELED GOODS Image courtesy Maxi-Cosi

Pushing

profit

The wheeled goods sector continues to move forward, but what is currently driving this sector? We asked those in the know for their thoughts.

he purchase of those ‘first wheels’ speak volumes as a first travel system, pram or pushchair is often referred to as a trophy item and as such it has to feature a lot of ‘wants’ and ‘desires’. Brands play a pivotal role in this category – but why are brand names so important in this sector? “Consumer and retailer confidence in brands must be rewarded in quantifiable terms. This means brands are undeniably seen as the more confident purchase when this can be quantified.” Commented Ergobaby’s Marketing Manager Holly Brewer. “Based upon an Independent study of 1,500 parents commissioned by Ergobaby UK in August 2019, 83 percent of new parents prefer to invest in quality products that had long-lasting guarantees meaning quality and longevity are two symbiotic areas that brands need to deliver on.” Some could feel that products that fall within wheeled goods might create a slightly oversaturated category, however, this just isn’t the case as brands offer a great variety that meet the appetite of the consumer. As Joie’s Head of Product Development, Damon Marriott tells us: “For sure there is an everexpanding selection of items within this category, but with channel management and variable features offering different price options, there is room for all.” The selection that is currently on offer is fantastic, but with so much

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choice available, does this confuse the consumer? We asked Dorel’s Marketing Manager (UKI & DACH) Debbie Wakefield for her thoughts. “It can be confusing given that there are so many different options around for pushchairs, but there is a lot of help available both online and instore. A lot of websites now have questionnaires that consumers can take to point them in the right direction to narrow the choices down.” Said Debbie adding “Retailers also have the expertise across all product ranges and are able to answer questions if a consumer is uncertain of what pushchair will suit their lifestyle and requirements.” Damon feels that this is also dependent on what the consumer is searching for, adding: “If they are focusing on one particular brand the set up tends to be fairly logical - a compact fold with a lightweight design or opulent luxury with the sacrifice of heavier weight at a higher budget. With a broad range internet search then for sure the choice could be extremely overwhelming for the new parent; many will seek out the local specialist nursery retailer, who will help to them to choose the right product based on their lifestyle.” While on the subject of online searches, with an increased level of online activity since the start of the pandamic with lockdowns, how important is social media for brands within the wheeled goods category? “Social media content is one of our

direct communications with our audience as a brand and was a significant tool in our marketing during the past few years when all other avenues were closed.” Said Debbie. “We know that consumers now use it heavily to aid their purchase decision. Be that wanting a specific pushchair because it is the one that all of the celebrities have, or because they saw someone write an amazing review, it is really important. That’s why our campaigns will always have a big focus on social, whether it be influencer activity, the content that we put out organically or in our digital advertising. Consumers are a lot more confident online now, so it’s a place that we need to be too.” We also asked Holly if she feels we are seeing any particular trends with regard to wheeled goods? “The major trend we’re seeing is the demand for compact, lightweight strollers and the subsequent improvement in design in this category. It is no longer the case that compact strollers are only favoured by those with small living spaces or looking for a cheap ‘spare’ stroller, they are becoming the first choice for a broad range of consumers. Improvements in comfort and sturdiness, while maintaining minimum weight and size, mean consumers don’t need to compromise between comfort and function.” Another notable trend at present (and one which isn’t likely to

disappear), is the desire for products that carry eco-friendly credentials. Has this also had an impact on the wheeled goods sector? “We’re seeing customers delve into brand’s eco credentials more and more, with a focus on sustainable practices and processes.” Said Holly. “As just one of our steps to create fewer impacts on the planet, we are committed to reducing the environmental impact of making our products through better designs, more sustainable raw materials, innovative manufacturing techniques, and simplified packaging.” With many brands looking closely now at the materials used and their own carbon footprints, what about innovation when we look at prams, pushchairs and strollers? What are the challenges faced by brands? “The biggest challenge we have is finding new ways to make pushchairs more visually appealing in a way that sets them apart from others on the market.” Comments Damon. “The functionality of these products is a big focus for parents so we are always looking for new ways to make them more adaptable and user friendly. Having said that, the disruption caused by the pandemic has meant we are a little bit behind where we wanted to be in terms of driving new ideas forward.” You will find across the following pages a great selection of products that are all available to order now.

go the distance versatrax™

4in1 pushchair

see all my features

For more information and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

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Feature WHEELED GOODS

A great mix Nuna’s MIXX next is designed to make life as smooth as possible for parents - it’s fitted with a flat sleeper recline for on-the-go relaxing, all wheel suspension, and a one-touch brake system. The MIXX next’s retracting wheels make it even more compact so parents can squeeze into the tightest of spaces. With an all-season seat, babies are kept cosy in winter and cool in summer. The pushchair is designed with longevity in mind - the removable and reversible two-piece seat pad grows with your little one while the quick-release harness converts from five to three points. The MIXX next’s seat can be flipped in seconds too, from parent facing to forward facing mode, whenever your little one is wanting to look out.

www.nunababy.com

Explore with

My Babiie My Babiie are launching 2 new models to their range; the MB03 and MB52 strollers.

The My Babiie Explorer MB03 stroller features leatherette handles and bumper bar for a unique, luxurious look and touch. Premium melange fabrics in three distinct colour ways and packed full of features makes these strollers one you can’t be without. The My Babiie MB52 lightweight stroller is ideal for any trip out with your little one with its large 3 position canopy, fully adjustable seat which can lie flat and included is a newborn insert and footmuff for a cosy ride. Included is a good sized shopping basket and matching changing bag.

hello@mybabiie.com www.mybabiie.com

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Every mode

imaginable

Suitable from birth to 22kg, the versatrax is a stylish pushchair in every mode imaginable, offering both rearward and forward-facing options as well as pairing with the super lightweight ramble XL carry cot, available separately. The versatrax is also compatible with a wide range of Joie infant carriers and a number of other brands as well, using the included adapters, so you can create the ideal travel system for your little one. Thanks to a handy quick release, the versatrax couldn’t be easier to fold and store away, whether forward or rearward facing, and all with just one hand.

uksales@joiebaby.com

Discover the world in style Out around town, on a whirlwind weekend trip, or exploring faraway places - an extra hand is always helpful for any parent. At the touch of a button on the push bar, the Nuna TRVL™ stroller self-folds into a super-compact, free-standing package - giving you the convenience and mobility you need to discover the world in style. The TRVL™ pairs perfectly with all PIPA™ series car seats, creating a sleek-looking travel system with just a click – no adapters needed. City living or jet-setting parents will love the luxe materials and innovative conveniences of this compact and lightweight travel stroller for miles to go.

Find out more at nunababy.com

Feature WHEELED GOODS

Life’s a breaze

with Graco The award-winning Graco Breaze Lite Stroller oozes curb appeal.

With its lightweight design, weighing only 6.5kg, the Breaze Lite Stroller from Graco tackles urban streets with ease and style. New colourway Fern Couture launches mid-March. Suitable from birth to around three years, this contemporary compact stroller is packed with clever features you might expect in a full-size stroller. Featuring a UPF50+ canopy, multiposition recline, roomy storage basket, removable bumper-bar, easy-release front swivel-lock wheels and a compact fold, Breaze Lite is a perfect choice for busy families. The versatility doesn’t stop there as the Breaze Lite converts into a road-trip-ready travel system with the simple addition of the Graco SnugEssentials infant i-Size car seat (sold separately).

uksales@allisonbaby.co.uk

Out Of This

World! Meet The Nebula By Venture

The Nebula is Ventures first foray into the wheeled goods market and it’s fair to say they’ve come in ready to make their mark. It’s been designed to look and feel like a premium level pushchair without the hefty price tag. The Nebula features everything you’d expect from a premium pushchair, all round suspension, super stylish and eye-catching UV50 rated fabrics and leatherette detailing that really compliment the stunning chrome or matte black chassis. Right now it’s available in 3 styles Cool Grey, Metro Grey and the show stopping Paris Signature, all with matching carry cots and accessories.

sales@ventureuk.com www.ventureuk.com

Now in stock

Pram shown in Rose Blush

01692 408801

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sales#bebecar.co.uk

www.bebecar.co.uk

Lie-flat car seat suitable for your baby to lie flat in the car and on the chassis

THE NEW

Luxury of Travel

4-IN-1 TRAVEL SYSTEM CYBEX-ONLINE.COM/PRIAM

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Premium detailing

New for 2022, the One4Ever is the Chicco stroller that can be used from the day baby is born until they are four years old. With seven different configurations of use, the auto-folding, compact stroller comes with one frame and two different seat options, designed to grow with little one. The auto-folding function means the stroller folds itself down at the touch of a button, perfect for when parents have their hands full. Weighing only 6kg when fully collapsed and surprisingly compact in size, the stroller can be easily lifted, transported and stored away. One4Ever is available in Silverleaf and Pirate Black, which both feature premium detailing, leatherette and soft touch fabrics.

www.chicco.co.uk

Award winning

travel system

Now available in four fantastic colour options to suit all tastes, the Push Me Pace Travel System is an award-winning amazing value travel system designed to be practical and stylish. The team at Red Kite listen to the demands of parents and ensure they tick all the boxes - value, design, ease of use, reliability, jam packed with features and accessories, the Push Me Pace has it all. A 2 in 1 seat unit that is front or rear facing that easily converts to a carry cot option to generous stroller seat. Includes soft liners in both stroller seat and car seat for comfort and practicality. A lightweight sturdy sprung chassis that is a joy to use with stylish choice of frame and soft goods. Icon is the premium charcoal grey with dark brown leather finish, Amber the ever popular classy black with rose gold hues, Shadow our modern exclusive design on a silver frame and not forgetting Blush the soft pink and grey option that will attract loads of admiring comments! Includes practical functions such as adjustable handle height, large shopping basket, seat and car seat liners, extendable hood, front apron and raincover. Group 0+ car seat included in the package and can be fitted with the optional Iso Fix base which can be purchased separately.

sales@redkitebaby.com www.redkitebaby.com

Inspired collection

from Bébécar

The new and sophisticated 2022 Privé collection from Bébécar is the result of research, inspiration and creativity. Exclusively designed to meet the expectations of individuals who appreciate elegance and luxury. The use of original technical fabrics, such as high quality leatherettes and touches of glitter, allows the production of unique models, finished by hand to give the distinct appearance of a “haute couture” look. Matching accessories including a luxury range of changing bags, footmuffs and parasols are also available to complete the look. Bébécar pushchairs are made in Europe and are offered with a two year guarantee against manufacturing defect.

Tel: 01692 408801 Email: sales@bebecar.co.uk www.bebecar.co.uk

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)UHVK 1(: &RORXUV WKLV 6SULQJ Metro+ Sunshade Accessory

NEW

Azure Blue

NEW

Sea Glass

For more information, contact your account manager : Ali Bentley (North)

abentley@ergobaby.co.uk

Niki Lawrence (South) nlawrence@ergobaby.co.uk

07852 154 342 07494 812 887

Yellow

Rose

Download everything you need by visiting our NEW Partner Hub!

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Height adjustable Near2Me, Graco’s first ever height-adjustable pushchair, enables parents to get closer to their little one, while using the convenience of a pushchair or travel system. The pushchair features Slide2Me height-adjustable technology that allows parents to personalise the seat to three height positions, bringing baby close for easy eye-contact. Suitable from birth to four years approximately (0-22kg), the pushchair can be used in forward or rearward facing modes, and boasts a host of convenient features, including easy self-standing fold - even in forwardfacing mode, multi-position recline to lie-flat, automatic folding lock, and a large shopping basket. What’s more the Near2Me is travel system compatible with the Graco’s SnugEssentials iSize infant car seat to make travelling with baby safe and easy.

The bumpier the better! This 4in1 pushchair is the driver of your dreams with plenty of ways to roll and a fast way to fold.

The bumpier the better for finiti, with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and PunctureProof runner tyres. When you’re out and about, your little one shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

uksales@joiebaby.com

uksales@allisonbaby.co.uk

Shaking up the compact

stroller scene

Ergobaby’s latest innovation, the NEW Metro+ stroller has all the comfort of a full-size stroller in an ultra-compact design, making it the ideal fit for parents who do not want to sacrifice comfort for convenience. Alongside previous fan-favourite features, the Metro+ comes packed with a host of new features including an adjustable handlebar, even more cushy padding, near-flat recline, colour-pop sunshades and car seat compatibility - making it the ultra-compact stroller for families on-the-go. Weighing just 7.8 kg and folding with one hand to just 54 cm x 44 cm x 25 cm, the Metro+ is small enough and lightweight enough for families to take anywhere they need to go, while the ergonomic bucket seat and 175 degree near-flat recline make it useable from newborn to toddler with no accessory needed.

service@ergobaby.co.uk www.ergobaby.co.uk 24

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Award

winning double The multiple award winning range from Out ‘n’ About. A range loved and recognised by so many, with the latest accolade to be added a GOLD award from Mother & Baby for the Nipper Double! The Mother & Baby award logos are recognised globally, knowing the Nipper Double was tried and tested and selected as the testers favourite in such a strong category, really is an incredible accolade for the brand. The Nipper Double is a sought-after side by side double buggy and winning this award truly gives the Nipper Double the recognition it deserves.

Tel: 01234 344230 www.outnabout.com

Urban style on the go! In an update to the ever-popular Zelia pushchair, the Maxi-Cosi Zelia Luxe is the pushchair for the stylish urban parent on the go. Now available with the same premium fabrics and details of the Adorra Luxe, the Zelia Luxe ticks all the boxes. The seat converts easily into a from-birth bassinet meaning there is no need to purchase an additional carrycot for baby, and at naptime little one can be swiftly moved to a lie-flat position when out and about. The lightweight chassis makes it simple to manoeuvre around the city. 26

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Zelia Luxe also has a compact fold so that it can be stored neatly in smaller spaces and car boots with ease. Combine with the CabrioFix i-Size to go from car to pushchair in seconds.

www.maxi-cosi.co.uk

ENJOY THE JOURNEY The Award winning range from Out ‘n’ About. The latest accolade to be added to the much loved range is the GOLD award from Mother & Baby, awarded to the Nipper Double in the best multiple, twin or tandem category.

www.outnabout.com

Mother&Baby Advert.indd 1

/outnaboutuk

/outnabout360

/OutnAbout_UK

10/03/2022 16:40:42

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Stylish

bundle

, a luxurious Introducing Adorra Luxe from Maxi-Cosi. special edition pushchair e ludes the hero Adorra Lux

bundle inc The stylish travel system t, Oria osi Pebble 360 Luxe car sea xi-C pushchair, matching Ma so that uff tm foo e Lux -1 dy lined 2-in Luxe Carrycot and the ted go. the on that they need for baby parents have everything es tur fea e to 22k g, Adorra Lux Suitable from bir th up luxe , a stylish chassis and de rics fab ing premium match t also sea ed dd pa le tab for com vegan leather details. The baby is t tha e ted mater ials to ensur includes thermo regula a it is ly on t No . temperature content regardless of the t can ske ba ing pp sho L XX g, the lightweight option at 12k n just rents can car ry more tha pa so , 5kg to up ld also ho side ic om on erg ial wheels and their essentials. Bi-mater ilit y. rab du re mo and er oother rid brakes also ensure a sm

www.maxi-cosi.co.uk

Check out the All New

CYBEX PRIAM CYBEX launches the newest version of its hero product, the PRIAM stroller.

The new generation PRIAM offers ultimate functionality with timeless design elements, the new version features a higher position carry cot offering closer contact for parents to their newborn, as well as other new innovations such as the ‘one-pull harness’. The one-pull harness takes safely securing the child to the next level, allowing parents to fit and fasten the harness at the same time with a simple pull of a strap. The new PRIAM is available in four frame colour-ways and 24 interchangeable seat packs.

www.cybex-online.com

Compact and

lightweight

The compact and lightweight tourist cleverly combines carry cot, infant carrier and forward-facing seat, all in one sweet ride. Tourist from Joie provides a stylish multi tasker that has been carefully crafted to roll smoothly from baby to big kid. Little one can snooze on the go with a recline you can customise while the adjustable leg rest and cushy calf support are ideal for relaxing on the roll. Wriggly toddlers are easy to secure with the clever autoclick magnetic clasps that have you ready to ride in a jiff.

uksales@joiebaby.com www.joiebaby.com

nursery today

supplier snapshot This month Nursery Today questioned some of the industry’s finest on their thoughts on the wheeled goods sector.

Holly Brewer

MARKETING MANAGER, ERGOBABY UK

Do you feel we are seeing any particular trends with regard to wheeled goods? The major trend we’re seeing is the demand for compact, lightweight strollers and the subsequent improvement in design in this category. It is no longer the case that compact strollers are only favoured by those with small living spaces or looking for a cheap ‘spare’ stroller, they are becoming the first choice for a broad range of consumers. Improvements in comfort and sturdiness, while maintaining minimum weight and size, mean consumers don’t need to compromise between comfort and function. The Ergobaby Metro+ features all the luxuries of a standard stroller: a soft and comfy padded seat, smooth ride suspension, newborn suitability etc., while remaining ultra-compact and lightweight, easily fitting into the smallest of spaces at just 54 cm x 44 cm x 25 cm and weighing only 7.8 kg. Do you feel consumers are looking for style more so than perhaps function? Whilst style is important to consumers, a sleek chassis and colourful hood options are both popular features of our new Metro+ stroller but overwhelmingly positive consumer response to the comfortable padding, one-hand-fold, adjustable handlebar etc. proves function is still the most important consideration for consumers considering purchase. Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers? / Is this a sector that will experience new innovation? Innovation is a huge part of our mission here at Ergobaby; we are dedicated to driving innovation and the Metro+ is no exception. The adjustable handlebar, even more cushy padding, near-flat recline, colour-pop sunshades and car seat compatibility are all additions to our previous designs. We work in close partnership with doctors, parents, and design professionals alike, to lead the way in advances in the category. With a great selection of products available in this category, do you feel it is slightly oversaturated, or is there a place for everyone? No two families are the same and therefore no two families’ needs are the same which is the beauty of this sector. It means there are almost limitless

opportunities for products to fill a particular niche or to fit into parents lives perfectly. It’s up to brands to create those products that seamlessly blend into family life and it’s up to retailers to help consumers find that product that is the perfect fit for them. With so much choice available, does this confuse the consumer? There is a seemingly endless number of options facing parents when it comes to choosing the stroller that is right for them, so simplifying this process can go a long way to ensuring consumers choose your outlet to make their purchase. The Ergobaby Partner Hub is a web-based, smartphone friendly and interactive training programme which empowers you and your sales team to demonstrate their products with confidence, understand their key benefits and get the latest information about the product range. Train new team members or refresh your knowledge at any time to be ready to engage with your customers by demonstrating product. Is price a consideration - what attributes do you feel consumers are currently searching for? Consumers concerned with price points should consider a high-quality compact stroller. There are multiple benefits that outweighing the bulk, weight and inconvenience of full-size strollers, as well as their lower price point. Is this a sector that is researched prior to purchase? As a primary purchase, consumers are likely to research strollers online prior to purchase and will often have some idea of what they like and need before they step into a store. However, consumers’ need to physically try out different strollers for themselves shouldn’t be underestimated; it remains a vital part of their purchase journey. Regardless of the amount of research carried out, retailers should ensure they are able to direct customers to products that fit their lifestyle. www.ergobaby.co.uk

Luisa Svensson

TRADE AND CONSUMER MARKETING MANAGER, GRACO

Why are brand names important in this category? Parents are looking for products they can trust with their most precious possession and reputable well know brand names come with a quality reassurance and customer service guarantee. In today’s climate these elements are key considerations for parents investing in baby gear. How important is social media for brands within the wheeled goods category? Social media is absolutely critical for the Graco brand and the audience that we wish to appeal to. According to GWI’s latest research, 28% of Millennials use social media to find products to purchase. We use our social channels to 30

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develop the brand voice and personality and connect on a more personal level with our followers. Is price a consideration - what attributes do you feel consumers are currently searching for? Graco stands for great quality products at an exceptional price and with the cost of living increasing, consumers are looking for affordable products that won’t let them down. The success of our latest car seat – the Turn2Me which spins 360 is testament to this. We sold out in a matter of weeks when we launched last summer with feedback across the board that the product represented incredible value for money. We also work hard to bring fashionable colourways to market to ensure our portfolio appeals on a variety of levels. www.gracobaby.eu

Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE

Do you feel we are seeing any particular trends with regard to wheeled goods? The key trend that UK consumers continue to favour is how compact a pram folds as this will impact how much space it takes up in the boot or home storage. As a key factor, this trend has led to us making some developments to our existing models, like the versatrax. Adding a more compact fold as well as a more premium look and feel to the fabrics has worked well with the recently launched finiti 2in1 pushchair from our Signature range.

many options when it comes to choosing the right pushchair along with car seat and base options thrown into the mix – the choices may seem endless. Many bundles offer the full travel system package which can make the decision a lot easier, while some even go to the extent of offering in home products as well.

Do you feel consumers are looking for style more so than perhaps function? Style is extremely important as parents spend so much time out and about – the product is almost an extension of themselves, but equally they want it to function well. When it comes to car seats, parents do tend to focus more on the safety features whereas wheeled goods are a hybrid of the two.

Are consumers looking at eco-credentials on products as part of their buying decision? This is an area that is still in its infancy but is a growing concern for many consumers. As consumer awareness grows, so does the response of the industry. Here at Joie we have recently launched Pure Joy to help our consumers understand the steps we take to make sure we are a more sustainable and eco friendly brand.

Is this a sector that will experience new innovation? Innovation I’m sure will come through in expanded use of sustainable materials or use of recycled content within the product ranges, as re-inventing the wheel is hard, but innovating through enhanced features and eco fashions is where it will grow. With so much choice available, does this confuse the consumer? This really depends where the consumer is looking. If they are focusing on one particular brand the set up tends to be fairly logical - a compact fold with a light weight design or opulent luxury with the sacrifice of heavier weight at a higher budget. With a broad range internet search then for sure the choice could be extremely overwhelming for the new parent; many will seek out the local specialist nursery retailer, who will help to them to choose the right product based on their lifestyle. Is this a category where ‘bundles’ are popular? Bundles are a great way to help simplify things for the customer as there are so

How important is social media for brands within the wheeled goods category? Social media is a great tool to be able to showcase everything your product can do – especially with wheeled goods as there is usually a lot to show. Consumers want to be able to see how the product handles, how it folds and get an idea of the size – videos on social media are a great way to be able to do this without being face to face – something that is even more important at the moment. Is this a sector that is researched prior to purchase? Without a doubt. Parents will be using their pushchair for years to come so they are likely to spend a good portion of time researching it before making a purchase – and with so many categories and sub categories there is plenty to look into before making that decision. www.joiebaby.com

Debbie Wakefield

MARKETING MANAGER UKI & DACH, DOREL

Do you feel we are seeing any particular trends with regard to wheeled goods? Absolutely. Over the last few years we have seen a big move towards compact fold pushchairs that can also be used as part of a complete travel system. This is particularly true of second-time parents. However, the comfort pushchair also forms a key part of our collection where parents are not The pushchair is a heavily researched purchase and weight. and size by restricted consumers take a lot of consideration to choose a product to fit with their lifestyle. Do you feel consumers are looking for style more so than perhaps function? The consumer is still very heavily style focussed when it comes to the wheels that they choose for their little one. In 2020, we launched the Adorra Luxe travel system. Not only does this offer exceptional style with its striking chrome chassis and matching fabrics and finishes, but also complete convenience as a flexible travel system, at a price point that is affordable. Plus, in the coming weeks there will be new additions to our Luxe collection meaning that, as a brand, Maxi-Cosi have something to match every style. Why are brand names important in this category? When it comes to the bigger, essential purchases such as pushchairs, parents look for brands that they know and trust. They want the peace of mind offered by a heritage brand, with the safety standards afforded by experience in the industry, as well as comfort for their little one.

Is this a sector that will experience new innovation? I would say yes, we are constantly seeing innovation within the category which is great. With the introduction of technology into wheeled goods, we predict that the coming years will be really exciting. We look forward to seeing this evolve. Is this a category where ‘bundles’ are popular? We have definitely seen an increase in consumer demand for bundles within this category. Consumers are certainly very budget conscious during the current climate with the cost of living increasing, and a bundle or travel system gives them the option to purchase all the essential travel products in one go, with the assurance of compatibility. Our Adorra Luxe Travel System Bundle was created with this in mind, and it has proven very popular with both retailers and parents. Are consumers looking at eco-credentials on products as part of their buying decision? Eco-credentials in the nursery sector are difficult due to all of the regulations that our products have to pass to be allowed to go to market. When it comes to pushchairs, sustainability means longevity of a products life, so that a pushchair will last and be passed on. Doing this naturally makes them more eco-friendly as they can be used for years and years. Is price a consideration - what attributes do you feel consumers are currently searching for? Yes. Buying a pushchair can be a big expense which is why bundles are a great option. Consumers can save money while getting the product that they love. We also find that having an option for everyone, be that a high budget or a lower one is really important too as it allows a consumer to purchase from a brand they trust no matter their spend. It allows us to cater for everyone. www.maxi-cosi.co.uk

nursery today

Feature SLEEP TIME Image source: pexels.com

The sleep time category continues to grow with innovation and safety at the core of products that are available which assist infants and parents secure a good nights sleep.

Sleep J

Matters

ust like adults, babies’ and children’s sleep patterns vary. Newborns can sleep for up to 18 hours in a 24 hour cycle, three to six month olds on average eight hours or longer at night and six to 12 month olds up to 12 hours at night (of course during the night sleep can be disturbed as infants may wake for nighttime feeds or due to disturbance in sleep times patterns). However, that’s a lot of time spent in a crib, cot or toddler bed. As such, more so perhaps with newborns, parents can have a huge level of anxiety. From birth through research, parents will look for products that might have endorsement by way of, for example, The Lullaby Trust, award accolades on packaging, fabrics that have breathability or are Oeko-Tex certified. With this being such an emotive category are parents looking for products that have a level of endorsement to ease any anxiety? “Absolutely. Customers are looking for safety primarily, closely followed by design, quality, function and price.” Comments CuddleCo’s Head of Product Rob Chambers, adding “At CuddleCo we go above and beyond the usual UK testing standards. All our sleep products are tested by FIRA, the Furniture Industry Research Association. This means that the stability, rigidity and finish of all of our furniture is checked thoroughly. In addition, drawer runners are strength 32

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and weight tested to ensure that they can meet the most demanding of use.” Green Sheep’s Product Director Paul Maurice feels it ‘depends on the product’, stating “Anything technical or that has a wildly different approach to others on the market in that segment, needs to come with reassurance to the consumer. This can be through professional endorsements, trusted brand endorsement or other parent endorsements (reviews etc).” While parents research sleep products there is no denying that social media plays a huge role within this category, with parents researching products online or following advice given by ‘mummy bloggers’, ‘influencers’ or celebrities’. However, this can also not be ‘so picture perfect’ as discovered this month by The Lullaby Trust, who from the results of their recent survey, is warning families that some popular baby sleeping products promoted on social media do not conform to safer sleep advice and could potentially put babies at risk. The survey of over 4,600 new and expectant parents found 67% of parents follow celebrities and influencers who have babies. Just over half of those who follow influencers stated they do so for parenting tips and/or baby product recommendations. As content shared online can greatly influence new

parents, The Lullaby Trust’s Safer Sleep Week campaign this year urges more examples of safer sleep images to be shared across social media platforms. Worryingly, over 1 in 3 parents (37%) have bought a baby sleep product which doesn’t fit with safer sleep advice, including cot bumpers and baby pillows after seeing them on their Instagram and Facebook feeds. Jenny Ward, Chief Executive of The Lullaby Trust said: ‘“As a SIDS charity, we have watched with concern as many social media images of babies in worrying sleep environments have become increasingly popular. Pictures of cots filled with cot bumpers, fluffy blankets and cuddly toys might be nice to look at, but in reality aren’t recommended for babies to sleep in. It is vitally important that parents are aware of advice on how to sleep their baby safely. However, images of babies sleeping this way could influence parents to do the same and not follow safer sleep advice.” One product category that has seen a continual growth and offers a safe sleep environment, is that of bedside cribs. Paul gave Nursery Today his view stating: “It is such a mature market now. It’s great to see a segment we brought to the mass market being full of new entrants and different offerings, it really cements what we hoped these products would bring benefits wise

to parents, has actually been delivered. We’re of course extremely proud of what SnuzPod has achieved - and with it now being the fourth generation we’ve learnt so much at each iteration, I really believe that is why it’s still one of the UK’s number choice by parents.” Breathability is also often a word that is referred to when the consumer looks at sleeptime products, for example, mattresses and bedding. Are we currently seeing a higher level of awareness by new mums of products that fall into this arena? “Natural fabrics are best for sleep products as they are more breathable, helping prevent overheating and allowing moisture to escape.” Said Ergobaby’s Marketing Manager Holly Brewer. “Ergobaby sleep products are all made with soft and breathable 100% cotton as it stretches with any movement and is great for yearround comfort. Tog ratings on fabric are also important for parents to consider. Ergobaby Sleep Bags come in three different tog ratings to help parents achieve the optimal temperature for restful sleep.” Paul also feels that parents are actively seeking products that claim breathability adding that The Green Sheep Group ‘are trying to educate on this rather than just state something is breathable’, “The word is often incorrectly over-used and often miss-understood by parents. Breathable can mean anything from a fabric offering some small amount of permeability to air (eg cotton), or it can mean an open mesh structure that barely restricts airflow at all. It can even mean an environment has some surface breathability, e.g. a raised pattern that allows air to circulate under or around a baby. With such varying interpretations of breathability, we always try to explain what we mean when using that word in relation to a product.”

1XUVHU\ 7RGD\ )3 [ 0DUFK ),1 287/,1(6 LQGG

Feature SLEEP TIME

Proving a winner at

sleeptime

The new co sleeper crib from Red Kite is now available and is already proving to be a winner!

Finished with soft wood effect frame and dove grey soft goods, the Una Crib will look stunning in any home. Fits next to the bed with the easy fitting strap and handy drop side to make sure that baby gets a safe and comfortable sleep next to parents. Adjustable height options to suit all bed heights and include function to aid with any reflux that baby may be having. Includes the handy storage shelf underneath to have an on-hand store of nappies and wipes that you will always need in the middle of the night or at any time of the day. Stylish and the amazing everyday value you expect from Red Kite.

sales@redkitebaby.com www.redkitebaby.com

Award

winning range Chicco’s award-winning Next2Me range is expanding with the launch of Next2Me PopUp, the side-sleeping crib that’s easier to store than ever before.

The latest addition offers parents an ingenious space-saving solution that can easily and quickly be folded down with no need to remove parts. When folded down, Next2Me PopUp is compact enough to fit underneath a bed and allow for easy transportation, making for the ideal solution for travelling with the whole family. Next2Me PopUp has six adjustable heights and a tilting function to aid digestion, mesh panelling to enhance air flow and a fold-down zip side panel, allowing for use as a secure standalone crib. Next2Me PopUp is available in stylish Grey Mist and Atmosphere designs.

www.chicco.co.uk

Adorable sheep

characters

The Counting Sheep collection from Silvercloud has been specially designed to help create an individual themed nursery, using 100% cotton with soft-touch fabrics and a gentle, unisex colour palette.

Adorable sheep characters appear on every piece, with printed, embroidered and appliqué details. Discover matching bedding, blankets and nursery accessories, along with beautifully packaged embroidered muslins and comforters that make perfect baby shower gifts. The Counting Sheep collection was exclusively designed in the UK. Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802 nursery@east-coast.co.uk www.eastcoastnursery.co.uk

Make room for

roomie

The roomie glide gives that side-by-side closeness without the worry, so you can enjoy every waking moment of those newborn nights, without losing sleep over whether they are snoozing safely.

With its lightweight aluminium frame roomie glide features a simple to use sliding side panel that lifts and lowers easily with just one hand, helping you to answer those midnight wake up calls smoothly – even if you are half asleep. Soothing your little one in the night is child’s play with the gentle gliding motions of roomie glide – and when they are settled, simply secure the glide into place with the one touch lock. With 10 tummy tilt positions roomie glide incline helping your little one to comfortably digest their bedtime snack.

uksales@joiebaby.com 34

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Feature SLEEP TIME

Transforms into toddler bed The Next2Me Forever is the first evolutionary side-sleeping crib that can be used from birth through to four years.

The Next2Me offers three different configurations to provide a longer-lasting sleep space for little ones. As well as offering the side-sleeping crib that parents have come to know and love, the Chicco Next2Me Forever can also be transformed into a standalone cot and then a toddler bed, from 18 months.

www.chicco.co.uk

Sweet Dreams

With Hush Ergobaby On The Move Sleeping Bag This two-in-one wearable blanket made with ultra-soft and breathable cotton keeps babies’ cosy and snug, both while asleep and out of bed.

On The Move features adjustable shoulder poppers for easy on and off, while the two-way zipper makes quick nappy changes a breeze. The real game-changer however is how it allows for an easy transition from sleep time to wake time using the tuck away feet holes - perfect for a new walker or toddler who’s always on the go!

service@ergobaby.co.uk www.ergobaby.co.uk

In a widely competitive co-sleeping market it can be challenge to find that a new product that offers that wow factor to site alongside your current ranges. Look no further than the Hush by Venture. Building on the success of the original design Venture have launched a brand new and completely re-designed model for 2022. It’s been carefully designed to feature its own unique style that really makes it stand out from the crowd. The team at Venture have also been busy adding the features and functionality that have been widely requested by their customers, such as the storage tray underneath and the wheels that allow the cot to be moved more freely. The Hush is available now in both standard and the more premium ‘Hush+’ variation that adds improved materials, a highly breathable airflow mattress and brushed metal finishing.

sales@ventureuk.com www.ventureuk.com nursery today

Feature SLEEP TIME

Make bedtimes the best times Adjusting to a new baby is always a joyous time, but for many getting into a regular sleep time routine can be a little tricky whilst also being a particularly anxious part of the day for parents.

A breath of Fresh ‘Air’ from Shnuggle

The award-winnng Shnuggle Air is the only bedside crib-to-cot from birth to beyond.

For the last 20 years, the Angelcare Baby Movement Video & Sound Monitors have been making the sleep time routine a more simple, safe, and secure environment for both parents and babies. Being the original baby movement monitor brand, the Angelcare Monitors have the latest technology and features which have been expertly developed and improved over the years. All the Monitors in the collection benefit from the award-winning sensor pad technology which monitors baby at all times.

www.angelcarebaby.com

Combining all the key features of baby’s first bed to provide a safe, close and cosy sleep space from birth, the Shnuggle Air is uniquely designed to grow with baby; converting to a stylish cot and extending the safety and comfort for toddlers up to approximately 2 years of age. With dual view, mesh sides to help to maximise airflow as well as allowing parents to keep a watchful eye on baby, the airflow mattress has a hypoallergenic fibre core. Extremely versatile, the Shnuggle Air has seven height adjustments to fit most bed heights and a gentle incline option to help ease colic and reflux. Helping to extend the life of the Crib, the Shnuggle Air Cot Extension Kit easily transforms to baby’s second bed with larger bed base and fabrics. The Air Cot retains all the safety, comfort and style of the crib, whilst helping to ease baby’s transition to a cot with a familiar and safe sleeping environment.

hello@shnuggle.co.uk

Sound to sleep CuddleCo offer a range of cot and cot bed solutions with classic and contemporary designs such as Clara and Aylesbury through to the fashionable Scandi Troll Torsten and Lukas ranges.

CuddleCo cot beds are designed to grow with little one providing a stylish solution to take baby from birth to 5 years old across a range of budgets. All of CuddleCo’s furniture complies to the highest safety standards. Pair your stylish cot bed with a comfy mattress designed to help baby sleep soundly. CuddleCo’s Mother&Baby anti allergy mattress range is designed with Purotex and Tencel technology to guarantee a fresher, cleaner and healthier sleep environment for baby. Purotex is a revolutionary technology based on microcapsules filled with natural probiotics. These probiotics are 100% natural and organic. CuddleCo’s bamboo range of mattresses are naturally hypoallergenic, made with bamboo fabric which has anti-microbial properties, to maintain a cleaner sleeping environment. The reverse side features an easy-clean waterproof training layer, ideal for those first potty-training days.

www.cuddleco.co.uk

nursery today

Feature SLEEP TIME

Snüz for ZZZ’s

Sleep

on the move

Whether it’s a family get-together or baby’s first holiday, Nuna’s SENA Aire travel cot is an indispensable travel companion for every parent.

Snüz believe in the power of a good night’s sleep for both parent and child, it’s the very reason the team have spent hours meticulously designing products to help families get ZZZ’s!

Alongside the brands iconic and original SnüzPod⁴, which remains to this day the UK’s bestselling bedside crib, Snüz have created an award-winning collection of products including bedding, mattresses and sleep accessories. The brands super cute SnüzCloud sleep aid, has 4 soothing sounds and two light options to help parents create the dreamiest setting, while the genius SnüzPouch with its thoughtfully designed nappy change zip, helps parents tackle the nighttime nappy change - disturbance free! Not forgetting the brands innovative SnüzSurface collection, which promises the very latest mattress technology to provide tailored support for each stage of a child’s development, from birth to 13yrs.

Tel: 01789 734 022 trade@greensheepgroup.com www.snuz.co.uk

Taking baby from new-born through to toddler, it’s clever zigzag leg design pops open easily into a soft, sturdy dreamland, and then refolds with just one hand for a quick getaway. The travel cot is also easy to transport thanks to the handy travel bag. The SENA Aire’s advanced air design provides 360° of ventilation for ultimate airflow and fresh, deep sleeps whilst the triple layered mesh mattress and organic cotton sheet provides ultimate comfort.

www.nunababy.com

Sweet dreams Featuring the best of both worlds, check out the Dreamer Bedside Travel Crib from Red Kite.

The Dreamer Bedside Travel Crib gives the co sleeping function that all parents now want for young babies but on a travel crib so this is invaluable for visiting friends and relatives or travelling due to the compact size. Easy to fit and finished in a practical soft grey colour option, the Dreamer has the drop side function to covert to a co sleeper. Folds easily and compactly so is ideal for travel options.

sales@redkitebaby.com www.redkitebaby.com

The Little Green Sheep

for Natural Sleep Parents can create the most natural sleepy setting from birth with The Little Green Sheep. From its iconic natural and organic mattresses made with coconut coir, to the stunning knitted and quilted Moses baskets made from palm, as well as super soft organic bedding, sleeping bags, blankets and sheepskin rugs. With this adored British brand, parents can cocoon their little ones in luxurious organic goodness and create the very best natural environment for their little ones to sleep in. Designing beautifully natural and timeless nursery essentials to support little one’s sleep in the most natural way, that are free from any nasties and are the very best they can be, is the brands number one priority.

Tel: 01789 734 022 trade@greensheepgroup.com www.thelittlegreensheep.co.uk nursery today

Interview THE LULLABY TRUST

Nursery Today had the pleasure to question Jenny Ward, Chief Executive of The Lullaby Trust to find out more about the work they do and their Safer Sleep Week campaigns.

Supporting safer sleep The Lullaby Trust has been established for more than 50 years, what would you say has been the Trust’s largest achievement to date? Every life saved through families following our safer sleep advice is a huge achievement for us. Since the launch of our Back To Sleep campaign in the early 90s, where we recommended parents and carers sleep their babies on their backs to reduce the risk of sudden infant death syndrome, we’ve seen an 81% decrease in the number of SIDS cases in the UK. While SIDS is now thankfully rare, around four babies die every week, which is four too many. That’s why it’s vitally important that anyone looking after a baby knows about safer sleep.

The nursery industry is extremely emotive and with new mums having huge anxieties surrounding sleeptime for their infants, how do you assist in helping ease these worries? Becoming a parent can be a very emotional, stressful and exhausting time. We know from talking to parents and health professionals that parental tiredness is often the greatest barrier to following consistent safer sleep practices. It’s perfectly understandable that when you have a baby that won’t sleep it can be tempting to do whatever it takes. There’s also a lot of pressure from social media from other parents who make claims that their newborns sleep through the night. We’d like to 38

nursery today

assure parents that waking through the night is a normal part of baby development and that what’s more important is a safer sleep, not a longer sleep.

Dads worry too, how do you support new dads along the journey of easing their concerns when baby is sleeping? We’ve been told by dads that they often feel excluded from medical appointments with their partner before baby is born. Our 2021 survey of dads found that during lockdown, a quarter of dads weren’t able to attend antenatal appointments and 50% weren’t allowed to attend any at all. This is worrying because dads play such a key role in caring for a baby and all parents should have equal access to advice.

What resources do you offer that parents can ‘tap into’? All our safer sleep advice can be found for free on The Lullaby Trust website. We also offer a free Information line which families can call with any queries they have relating to safer sleep. Our Baby Check app is a great tool that carers can use if they are worried about their baby’s health. The free app takes parents through a series of simple checks and helps empower them with making the decision on whether or not to go and see their doctor or other health professional.

Nursery retailers are often the first port of call where new mums (and dads) will be

given advice and guidance with regard to products. Do you also have resources that are available for retailers to use or distribute in their stores or link perhaps to their websites? The Lullaby Trust’s product guide was created to help inform parents and caregivers on what sleeping products babies need for a safer sleep. There are many products on the market that make inaccurate claims or that are marketed as ‘safe’sleeping spaces but do not support the evidence-based safer sleep advice. We’d welcome the support of retailers who would choose to share this guide with their customers to help us reduce the risk of SIDS to babies in the UK.

Do you work alongside nursery retailers with regards to events to highlight safer sleep and if so, how can nursery retailers contact you to perhaps run these within their own stores? As a charity unfortunately we do not have the resources to attend all the local events, but we have a lot of resources on our website and our information line is open to professionals as well as families, and we will always help to work out key messages and resources to support safer sleep messages being promoted.

How do you bring awareness to the Trust? Do you operate across social media and if

so, how important is this to you? Social media can be a very confusing place for parents. There’s a lot of conflicting information and parenting ‘hacks’ and images of babies asleep in unsafe sleep environments. We regularly see photos of sleeping babies in over-accessorised cots filled with bulky bedding, toys, cot bumpers or sleeping in a pod or on their sleeping parent’s chest on a sofa. All of these situations can increase the risk of SIDS or accidents, but they go viral because they have a cuteness factor. As a result, many mums, dads and carers feel unsure of what is safest for their baby. We receive a lot of messages from families asking for clear safer sleep advice and our support team is always on hand to give the latest evidence-based answers.

Talking of social media, do you feel that influencers assist in promoting safer sleep, or can they perhaps send out confusing messages to new parents? We’d never judge families for the decisions they make, but we can help to educate them on the risks associated with SIDS so they can make informed decisions. For this year’s Safer Sleep Week campaign we’re trying to combat the large number of unsafe baby sleep images on social media with the hashtag #letskeepitclear and encouraging families and parent influencers to share images of babies in clear sleep spaces.

In 1991 you launched the Back to Sleep Campaign, with Safer Sleep week in 2015, which now runs each year – how successful is this for the Trust? Is this an area where Brands and nursery retailers could become more involved? Since its launch in 2015, Safer Sleep Week has become hugely important to The Lullaby Trust as a way to raise awareness of SIDS and the safer sleep advice that can reduce the risk of SIDS occurring. We’ve received incredible press over the years shining a light on the issue of SIDS during Safer Sleep Week and we’re always particularly pleased to see local midwives and health centres creating displays about safer sleep for babies. Brands and retailers can help us during Safer Sleep Week by sharing our advice on social media or, if they’re in a bricks and mortar store, creating a safer sleep display using all the safer sleep essentials such as a cot or Moses basket, firm flat mattress, and a baby sleep bag or a tucked-in sheet.

You recently commissioned a survey of over 2000 new or expectant mum’s which highlighted that 90% of respondents would be interested in The Lullaby Trust logo on a product as it would reassure them of its quality and safety. How can brands partner with you to be able to use this logo on their packaging? We are looking into how we might do this to ensure we are able to support the safest products, so keep in touch and watch this space!

When we look at nursery products/

ranges that are available within the sleeptime category, do you feel that as an industry that nursery brands offer ample choice and innovation that promote a safer sleeping environment? The products needed to help create a safe sleep environment are actually very few. We know that sometimes the choice available confuses families, and we want to see the necessities simplified to help families make an informed choice.

How can brands work with you to reassure consumers that their products focus on safety at sleeptime? All the safer sleep advice is available online and we hope that manufacturers and retailers are aware of this and how they can help to support families to follow the advice. We also have a guide on safer sleep images.

Naturally, co-sleeping is hugely discouraged, do you feel that bedside cribs offer a great solution for both parents and infants? Co-sleeping is something that happens in many households and whether it’s intentional or unintentional, it’s vitally important that all families know how to reduce the risk of SIDS or accidents occurring in that scenario. We now encourage really open conversations about co-sleeping given we know how common it is. There are some circumstances where a baby should always be in a separate sleep space (if a parent or carer smokes, has drunk alcohol or if the baby was born prematurely or low birth weight), and having a cot next to your bed might be a great way for some families to keep their baby close.

Have you run any activity or surveys recently that looks solely at co-sleeping with infants? We have updated our safer sleep materials to be inclusive of families who co-sleep to help them make an informed decision about sharing a sleeping space with their baby. Parents should always keep adults pillows and bedding away from their baby, and ensure that baby cannot get trapped, wedged or fall from the bed. Studies have shown that bedsharing with baby can be incredibly risky if you have drunk any alcohol, smoke, taken medication that can make you sleepy or if your baby was born prematurely.

bedding and clothing that is suitable for the room temperature. When following this advice, ‘breathability’ and ‘temperature regulation’ of a sleep product don’t need to be a consideration. Rather than focus on a product being ‘breathable’, it’s more important parents and carers make sure that a mattress has a waterproof cover. A waterproof cover can help to stop bacteria building inside the mattress so there is less risk of infection, which may increase the risk of SIDS.

Finally, do you have any news that you would like to share with our readers on any upcoming events or new additions to The Lullaby Trust? We are just working on our new strategy which is a really exciting piece of work that we are looking forward to launching. This is us looking forward and thinking about the difference we can make. Our Safer Sleep Week Campaign kicks off on March 14 and we would love all families, carers and anyone involved in industries relating to baby care to support the message.

www.lullabytrust.org.uk

What about bedding, mattresses, soft toys, sleep bags, etc. that offer breathability, are these something that you feel new mums are now actively aware of and searching for? The terms ‘breathability’ and ‘temperature regulating’ are sometimes used by brands, and some claim that this can decrease the risk of SIDS. Overheating is a risk factor associated with SIDS and the best way to make sure your baby doesn’t get too hot is to sleep them on a firm, flat surface, on their back with nursery today

supplier snapshot This month Nursery Today questioned some of the industry’s finest on their thoughts on the Sleeptime sector.

Rob Chambers

HEAD OF PRODUCT, CUDDLECO

Do you feel there are any notable trends when we look at the sleeptime category or any new trends on the horizon? White is certainly a trend that is here to stay, behaviours are changing with people making bolder decisions when it comes to colour and style for their nursery. Space is at a premium in homes and we need to make our spaces work harder and be multifunctional. We are always looking at ways to offer more stylish, space saving solutions with items like our Torsten changer which fits on top of a cot or a dresser. What role does social media play within this category? Pinterest and Instagram remain great platforms for parents to share their nurseries as well as getting inspiration for their own home. Social is vitally important during the inspiration and discovery phases. What about bedside cribs? How have these risen in popularity? Bedside cribs have always been popular, they remain useful given they are small and portable and there are lots of options at many different price points which parents will always use for those initial months before moving baby into a cot or cot bed. Do you feel that parents are looking at price vs. functionality? Price is a huge factor for parents when they are creating the nursery of their dreams but they also consider a lot of other factors too, including safety, design and functionality. Being mindful on price doesn’t mean being the cheapest. Offering a balance of functional, stylish, quality and safe products for an affordable price is key. Do you feel that parents are looking for products that have a level of endorsement to ease any anxiety? Absolutely. Customers are looking for safety primarily, closely followed by design, quality, function and price. At CuddleCo we go above and beyond the usual UK testing standards. All our cabinet and sleep products are tested by FIRA, the Furniture Industry Research Association. This means that the stability, rigidity and finish of all of furniture is checked thoroughly. In addition, drawer runners are strength and weight tested to ensure that they can meet the most demanding of use. What about mattresses, are consumers looking more closely at how these are manufactured now? Are they looking for breathability, etc? Customers are increasingly interested in the breathability and hygiene standards of our mattresses. We sell a wide range of hypo allergenic and anti-allergy products with bamboo fibres for air flow and temperature regulation. Do you feel that products that carry eco credentials are also experiencing a rise in demand? Parents are looking for sustainable choices and as retailers and manufacturers we have to provide cost effective solutions that are sourced as sustainably as possible. As a business we are constantly looking at new and innovative ways to offer sustainable options that don’t cost the earth. All our furniture ranges are made in Europe so there is no risk of tropical hardwoods being used. The timber is from sustainable forests so the trees are replanted according to the forest management. There is also less transportation emissions as the distance travelled is shorter than sea freight from the far east which has a larger carbon footprint. 40

nursery today

Holly Brewer

MARKETING MANAGER, ERGOBABY UK

Is this a sector that consumers research prior to purchase? Sleep products sell best when customers can handle them in-store. Allowing consumers the opportunity to gain a deeper understanding of these products work and how they will fit into their day to day lives is vital for driving purchase. This also provides an opportunity for retailers to offer education on product ranges and options, facilitating purchase and store loyalty. What roles do brand names play within this sector? Consumer and retailer confidence in brands must be rewarded in quantifiable terms. This means brands are undeniably seen as the more confident purchase when this can be quantified. 83 percent* of new parents prefer to invest in quality products that had long-lasting guarantees1 meaning quality and longevity are two symbiotic areas that brands need to deliver on. Do you feel that parents are looking for products that have a level of endorsement to ease any anxiety? Are you thinking about working with any Associations to gain endorsement of your ranges? Hip Dysplasia is the most common abnormality in newborn infants according to the International Hip Dysplasia Institute, which means it’s vital to ensure parents are educated on the risks of products that interfere with healthy hip positioning and on those which conform to the Institute’s best practices. It’s also important that brands and retailers work together to educate consumers on correct usage of hip-healthy products. All Ergobaby products are acknowledged as hip-healthy by the International Hip Dysplasia Institute. As education around the condition increases, more parents are turning to this accreditation to confirm they are purchasing products which ensure the best quality of care for their child. Do you feel that products that carry eco credentials are also experiencing a rise in demand? We’re seeing customers delve into brand’s eco credentials more and more, with a focus on sustainable practices and processes. As just one of our steps to create fewer impacts on the planet, we are committed to reducing the environmental impact of making our products through better designs, more sustainable raw materials, innovative manufacturing techniques, and simplified packaging. How do you communicate your message to the consumer to support your retailers with regard your sleeptime product ranges? Marketing support for our sleep range is varied; from educational content across our social media to influencer marketing support. For example, we work with social media influencers to promote our products and highlight their key messages, showing consumers how they make parents lives easier and help babies sleep better. *Independent study of 1,500 parents commissioned by Ergobaby UK, August 2019

Paul Maurice

PRODUCT DIRECTOR, GREEN SHEEP

Do you feel there are any notable trends when we look at the sleeptime category or any new trends on the horizon? Chemical awareness and the environment are continuing to increase in parents consideration. Having two brands in the sleep category we get great insights into consumer behaviour across a wide range of product and market segments. For example, some of our insights into consumer awareness of Little Green Sheep mattresses and chemical awareness, really helped us be aware of what materials we select and what certification they like to see in Snüz products. Parents are aware of being eco-friendly and toxin-aware, both in terms of the planet’s environment and the more immediate sleep environment of their baby/child. Most brands now try to ensure they’re doing all they can to help in these regards – and that is no bad thing. Is this a sector that consumers research prior to purchase? This is a very challenging question with almost two answers… on one hand, new parents’ concern for their child’s health whilst sleeping is very high, however when you look at the time spent and budget allocation that they allocate to sleep products, it trails far behind the more prominent categories like wheeled goods etc. This is something all brands operating in the sleep sector are proactively trying to encourage, we have a notable campaign on this later in the year, so watch this space… What role does social media play within this category? I would say general awareness and then social commentary on various products. Styling and visuals are so important on social media, it definitely means products need to be aesthetically pleasing if they are to gain traction on this medium. Videos and high quality imagery, delivered in an honest way through accounts they trust is critical to support the education piece that often goes with sleep products. What roles do brand names play within this sector? Brands will always drive a category, through newness, innovation and awareness. Snüz is very firmly built on this and we have so many exciting products in the pipeline that are launching later this year we are so excited to see consumer and retailers see them …some of these new products are

entering brand new categories for us – and any time we’ve done that before we’ve always caused a stir, so it’s extremely exciting for the team. Do you feel we have sufficient innovation when we talk about products associated to sleeptime? Historically there was a lot of faux-innovation in this sector, with ‘space tech foams’ and ‘17 in 1 products’ etc etc, but these come and go, as unless product innovation truly helps the baby, parent or their pocket, you see it immediately in reviews etc. Genuine innovation and not just copycat ‘versions’ of segment leaders take time to research and develop, but it’s well worth it when you get it right as consumers are the best marketing tool. So truly solve a problem or make life a little better through innovation and you’ll have a success on your hands. Do you feel that parents are looking for products that have a level of endorsement to ease any anxiety? This very much depends on the product. Anything technical or that has a wildly different approach to others on the market in that segment, needs to come with reassurance to the consumer. This can be through professional endorsements, trusted brand endorsement or other parent endorsements (reviews etc). What about mattresses, are consumers looking more closely at how these are manufactured now? Most definitely. Parents are becoming more and more aware of the materials and features in an infant mattress. This is great as babies spend so long on them, they should be a seriously considered purchase. Little Green Sheep mattresses continue to be a great performer in the market, because of this trend and we don’t see any signs of this trend slowing. How do you communicate your message to the consumer to support your retailers with regard your sleeptime product ranges? In store point of sale material is helpful, retailers are under huge pressure in their stores so can’t always be there to explain or educate, so having some basic, easy to digest information that ‘introduces’ the customer to the product is important. However, this cannot replace a well-trained team member in store and as such we continue to try and help our retail partners learn more about our products through training material, in-store visits by our team and visits to our showroom, which we’d love to do more of now the world is opened up again! …did somebody say champagne and G&Ts? Watch this space!

Debbie Wakefield

MARKETING MANAGER UKI & DACH, DOREL What role does social media play within this category? As with most of the other nursery sectors, social media is really important. We know from research that it is a tool that is used heavily when it comes to deciding what products to buy your unborn child. Consumers may want a specific cot/crib because it is the one that their favourite celebrities have, or because they read an amazing review - either way it is really important. Social media is an evolving tool, but essentially, it’s word of mouth and our audience is on there more than ever as consumers confidence grows online. As a brand, we need to be there too. What about bedside cribs? How have these risen in popularity? Yes massively. Being a new parent is a scary time and there will be many sleepless nights just making sure that baby is OK. Having a bedside crib allows parents to ease some of that parental anxiety as their baby is right next to them and they can hear every move they make. Bedside cribs also allow for easier night feeds and changes, and a little less disruption in the middle of the night. Do you feel we have sufficient innovation when we talk about products associated to sleeptime? Absolutely. We are always seeing new products coming to market with clever, innovative features. Technology plays a huge part here too and with the

advancements to that, we can see innovation in this category really changing parents lives. Are we experiencing a rise in the number of new mums being aware of products that have a level of breathability? This is certainly a trend that we are beginning to see and something we consider important as a manufacturer. In the coming months you will see an update to one of our most popular products that specifically focuses on air flow and breathability. Do you feel that products that carry eco credentials are also experiencing a rise in demand? As with the other sectors in this industry, making an eco-friendly product can be difficult. A lot of the sustainability within this sector comes from the fact that the products (except car seats) can be passed on to family members or friends, meaning that the requirement for longevity of use for products has grown. Being eco-friendly is a big part of our agenda over the next few years and you will see it come through in a lot more of our products. nursery today

Feature SLEEP TIME

Connected

with Maxi-Cosi

Introducing Maxi-Cosi Connected Home. A stylish range of smart sensory nursery products that connect via one easy-to-use Maxi-Cosi Connected Home App.

he Maxi-Cosi Connected Home range offers smart technology designed to watch over, comfort and soothe baby, giving parents peace of mind. Sleek, modern, and packed with advanced automated routines and personalised features, the range of reassuring nursery products includes a baby monitor, a light and sound machine, a humidifier and an under-crib light and will soon feel like part of the family. Safe and secure, streaming data is fully encrypted so family moments remain private. It’s time to meet this smart sensory range to aid both babies and parents:

See Baby Monitor

Parents can watch their little one live with HD streaming in the palm of their hand. See allows them to keep a close eye on baby anytime with day and night vision and remotecontrolled pan, tilt and zoom. It also notifies parents of any changes directly to their phone and plays lullabies and white noise sounds to calm and soothe.

Breathe Humidifier

With a generous 3.8 litre tank capacity, Breathe Humidifier can run uninterrupted for 24 hours. When water levels are low, parents are alerted on their phone via the Connected Home app. Designed to fit into the modern and stylish home, it can also be used with essential oils as a diffuser, catering for the whole family.

Soothe Light and Sound

Soothe Light & Sound creates the perfect sensory experience for a calm, relaxed nursery. Parents can personalise baby’s sleep routines with soothing lights, sounds and sleep-inducing lullabies. As the child grows from newborn to toddler, parents can help teach them with personalised time-to-rise settings. Via the app, parents can control, programme, and adjust music, light and colour brightness and create their own sensorial nursery scenes. 42

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Sleeptime

further covered with Maxi-Cosi lora Offering parents peace of mind that baby is safely within arm’s reach, the Maxi-Cosi Iora offers a stylish, cosy and secure place of rest for little ones. Boasting five height positions and an extra-comfortable mattress, this adjustable bedside sleeper is compatible with any bed. As baby grows, it can then also be used as a standalone cot for children weighing up to 9kg. Multi-functional and lightweight, Iora also folds right down and can be taken away in its handy included travel bag, meaning that baby has a home from home on family trips too. Furthermore, the large under-cot storage basket can be used to keep all the essentials to hand.

Glow Under Crib Light

A low level under-crib light, Glow allows parents to be able to see when going into the room to check on baby without the risk of waking them. It has a smart motion detector which turns on soft lights when parents approach the crib and automatically dim as they leave. It’s easy to install and is held in place with self-adhesive fastenings and the wires can be clipped under the crib to keep them safely out of the way.

www.maxi-cosi.co.uk

Meet THE PRS

Kiss of a

good PR Brand

building Vista celebrate 10th anniversary

Celebrating its 10th year working solely with family brands, the team put a lot of emphasis on delivery and measurement. Programmes are designed to meet business objectives and show value. Vista MD Jane is determined to improve professional standards of PR measurement across the industry, stating: “PR must not be measured in activities and outputs alone and never compared with an equivalent spend on advertising. This is a nonsense metric that has done nothing but damage our industry. It’s time businesses understood the true value of public relations work and the PR industry stopped hiding behind spurious metrics.” Vista is a brand building agency, combining multi sector experience with a full service communications delivery. The team promises an ‘in house’ service, providing solid counsel and straight talking. Luisa Svensson, Trade & Consumer Marketing Manager Graco UK comments: “Vista are a highly valued member of our team.”

Tel: 01295 369 182 jpd@vistapublicrelations.com

Friendly and

Getting your news out into the world can sometimes prove quite a tricky business with an endless list of pressing things to do. Fear not, as a trade sector Nursery has the perfect PR companies at your disposal. They know and understand our industry and take the pressure off and can do all your promotion for you. From contacting the necessary press to marketing online, here is a selection of good PR companies who know exactly who and how to get your news, deals, offers and promotions read by the right people, something that will only help you and your sales succeed.

Proven track record Azaria – Media. Influencers. Social. Digital. All your Marketing Needs Under One Roof.

Azaria is a UK leading family specialist PR and digital marketing agency. With a proven track record, Azaria helps build brands and drives sales through targeted multi-platform campaigns. Well known amongst the media, influencers and celebrities, it is the go-to agency for all-things family. Its client portfolio spans big and small including Maxi-Cosi, Beaba, Huffy Bikes, Angelcare, Baby Central and PetNatura, to name but a few. From strategy to content to execution, Azaria handles it all. With years of experience its expertise includes: Media relations Awards Product launches Sampling Celebrities & influencers Brand & expert partnerships Social creative content and advertising Product placements Digital media content & advertising …and much more. Clients can take advantage of Azaria’s comprehensive influencer database, which combines datadriven insights and innovative tactics to produce meaningful relationships between brands and creators. Whilst its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fully-rounded campaigns that drive web traffic and product sales. Their annual Family Report reveals current UK trends and market insight, confirming Azaria has the knowledge behind its expertise to deliver truly excellent results.

Tel: 01604 217 000 hello@azariapr.co.uk www.azariapr.co.uk

approachable

bumpPR is an award-winning boutique agency that specialises in family brands; offering a range of services tailored to suit individual company objectives and budget.

With over 12 years experience, bumpPR has become renowned within the nursery and preschool sectors for being a truly hard-working and passionate PR team – it’s clear they love what they do. Whether you would like a little bit of direction in your first year via some consultancy with the agency’s founder, you’re looking for a small to medium sized project to generate a bit of exposure, or you need retained services to secure regular activity and results – bumpPR can help. Every client is made to feel important, with each tailor-made PR package delivered with care and attention to detail. Nothing is ever too much for the team, who will go the extra mile to make sure each and every client is happy! The agency has garnered a portfolio bursting with some truly iconic brands, including Medela, Snüz, The Little Green Sheep, Kit & Kin, Sweet Dreamers and Polarn O. Pyret, to name just a few. bumpPR prides itself on having long-standing relationships with many of its clients, having represented some for over a decade, showing life truly is a beach, with bumpPR!

Tel: 01462 613 002 www.bumppr.co.uk

Founder of the agency Lisa Bryant left, with Chloe Lamb, newly promoted Account Director, who marks a decade at the agency this year

nursery matters JOHN BARKER

Barking Mad This month Pramland’s John Barker is looking at the current social and economic conditions that are affecting many nursery retailers.

o the last month has been a little odd hasn’t it? We seemed to have overcome Covid regulations and business was looking like it would finally get the chance it needed to recover fully. . . . Then everything went a little pair shaped when Russia decided to invade Ukraine. This isn’t a soapbox for me to air my opinions on the war but it has affected us all and every high street around the world. February was, for us at least a very good month, we found footfall was increasing as people regained confidence about visiting shops. We also found that due to a number of pending price increases customers were trying to bag a pre-increase bargain. Finally, those parents to be that should have ordered their items in January returned to the store and parted with their hard earned cash. It all added up to positive start to 2022. As February gave way to March energy prices were all over the news, as a result your average household started to panic about the rises they could see in the not too distant future. As the war in Ukraine started and sanctions were placed against Russia 44

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more price increases started to appear, especially at the petrol pumps. The press started to report that petrol could hit £1.50 per litre, then two days later it could hit £1.60 per litre and so forth. All of this resulted in consumers going into a frenzy of cost saving exercises. Last week (w/c 7th March) saw us have the worst week we’ve had since before Covid! Footfall was lower and those that did venture into store were very and I mean very reluctant to part with their money. We still operate as appointment only on a weekend (it’s not a Covid thing anymore, we just prefer it and don’t intend to go back to no appointments) and the weekend was almost fully booked. As the week days had been so bad and given the full diary for the weekend I was confident that the week would be rescued by a fantastic Saturday and Sunday – boy was I wrong! Saturday wasn’t a terrible day and I was happy to see a significant improvement from the rest of the week. I would class it as a typical middle of the month Saturday, you know the ones where you are very busy but not everyone orders as it’s the middle of the month. If the customer had visited you after

john@pramland.co.uk Last week (w /c 7th M arc h) saw us have the wo rst week we’ ve had sinc e befo re Covid! Footfall was low er and tho se tha t did venture into store were very and I mean very reluctant to part wit h their mon ey.

The dreaded post Christmas credit card bill! Image source: pexels.com

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pay day you would have easily have taken the order, but as its two weeks away it’ll have to wait. You’re confident you’ve done a good enough job that they’ll be back to order – but sadly today they’ve escaped the net. In a former life one of my old sales managers used to say to me “some days are for sowing and some days are for reaping”, never a truer word spoken. Sunday on the other hand was a different matter. Again, a very full appointment diary and a few walk-ins meant footfall was as good as the Saturday. However, to quote Kevin (Paul Stride) everyone that visited us were “tyre kickers”. One of my team spent an hour and a half with a customer that had told her that they’d come for a Bugaboo Fox 3, only for them to tell her that they hadn’t brought their bank cards as she tried to close the sale! The orders we did manage to take were off the back of us slashing deposits down to very little in order to get some commitment. That brings me to the next thing I want to mention – Due to all the current financial uncertainty customers are taking significantly longer to settle their bills, some even leaving the collection and payment

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of their balance to a couple of days before their due date. As you will all know too well, as you’ll all be feeling this yourselves, this can have a dramatic impact upon your cash flow, the life blood of any business. Luckily, I wasn’t in the country whilst the terrible week was happening as I was in Venice with Mrs B enjoying a much deserved break from work and the builders. Whilst I was in Venice (and just so you don’t feel that it’s your fault when times are a little slow) I got chatting to a nice fellow that owed a tie shop in the centre of the city. He was explaining to me how the effects of Covid regulations and the Ukrainian war were affecting him. Both myself and Mrs B had commented that the city felt quiet, for example you could walk in to any restaurant at 7:30pm and pick a table – no waiting, no need to book a table. He told me that the city is busier in an average, pre Covid January than it is right now! See, when you have a quiet day or week, it’s not always because of something you’ve done. It’s hard to remember the brilliant weeks when you’ve had a few bad days. Something in our heads just switches on and says “what have we done differently? Why aren’t people spending with me? They couldn’t get

Sun day on the oth er han d wa s a different ma tter. Ag ain , a very full app ointment dia ry and a few wa lk- ins me ant foot fall wa s as goo d as the Saturd ay. Ho wever, to quote Kevin (Pa ul Stride) everyone tha t vis ited us were “ty re kic ker s” enough of us last month”. It’s reassuring to know that what you’re experiencing isn’t as a result of your actions or worse, lack of actions – but as a result of social and economic conditions. Over the past two years we’ve all faced some very, very challenging times, times that would have seen lesser businesses fold – yet here we all are. Ok, so the next few weeks and months may be tough as the situation in Ukraine unfolds, but we’ve faced more challenging times than a few bad days trading. It’s remarkable how consumers panic and then forget. One week, as the news breaks its baton down the hatches time, the next week it’s just normal so let’s just crack on. This week has

proven that point perfectly. I’m typing this on the Wednesday morning and we’ve already managed to beat last week in two days. So, I best end my little article there, I have finally managed to get my new gas meter fitted a couple of weeks ago and heating engineers have arrived at the store to start install the heater I can no longer afford to pay the gas bill for (ok, so that’s a slight exaggeration). The last hurdle I need to overcome before I can officially class the extension as ready for customers is getting the painters on to site. Trying to get them here is proving a little difficult to say the least; I would liken it to trying to eat a bowl of custard with a fork! Until next time, keep smiling.

Spotlight HOME SAFETY Hold on tight! We shine the light on Safety Products

Straps for

safety Simple ‘anti-tip’ straps can prevent TVs and large furniture from toppling

Paediatric experts at hospitals warn that cases of skull fractures and brain injuries in toddlers are more likely than ever, as TVs get larger and more unstable, thus being more likely to fall on top of curious tots as they explore. The same problems have been reported with tall furniture items, with some tragic consequences having been reported as a result. Roger Cheetham, safety expert and Managing Director of Clippasafe, says that parents need to be more aware of dangers like this and that they should know about the simple but effective steps they can take to minimise these risks, such as furniture straps. “The problem is that many dangers in the home are unforeseen by parents until it’s too late. As lifestyles and trends in the home change, so do the safety factors. We’ve seen many developments in the time we’ve been in the industry, including new risks related to the latest technology and furniture styles.” Though many large furniture items now come supplied with straps to secure them, older designs might still pose a risk and TVs are not usually sold with support straps, leaving the onus on parents to take the necessary precautions in protecting their children. Clippasafe’s Anti-Tip TV Straps and Anti-Tip Furniture Straps are easily fitted with special screws supplied and retail at £6.49 and £4.49 respectively.

Child friendly handrail

for stairs KiddieRail, making stairs a safer place for children

Whether it be heading their own way, or under supervision, the stairs are one such area that brings with it a mixture of risks. These challenging features in many households are the catalyst behind the innovation that is “KiddieRail”. An award-winning safety product that keeps children safe whilst they are learning to walk up or down staircases. Most items of furniture are scaled down to fit the small size of toddlers and young children. Chairs, tables, beds, scooters, even umbrellas are made small so that young children can use them easily. However, handrails for household stairs are still designed to fit adults and not children. Therefore, toddlers invariably have a struggle getting up the stairs and even more of a challenge coming down them. One of the biggest concerns of many parents with young children is that a child may fall down the stairs and be seriously injured and rightly so as according to the Royal Society for the Prevention of Accidents (ROSPA) there are 58,000 under 5s each year having accidents on stairs.

www.kiddierail.com 46

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Tel: 0115 921 1899 Website: www.clippasafe.co.uk

Perfect For

Children & Pets Alike

If you’re looking for a point of difference in your safety range then look no further that the Q-Fix safety gate range by Venture. What makes these gates so special? Well they’re huge! At a whopping 110cm tall it’s safety to say that they’re one of the large offerings available on the market, which makes it perfect for children and unsurprisingly pets. It also features a hold and auto close door, a one hand operation handle and uses pressure fitting to prevent the need for drilling and fixing to walls. They are available in both Black and White colourways and have a range of additional extensions that can be added to extend the width of the gate. All of this makes the Venture Q-Fix gate a very versatile option when it comes to safety.

www.ventureuk.com

Spotlight HOME SAFETY

Why parents love

Clippasafe

Most accidents occurring within the home are preventable. Clippasafe, one of the leading brands in child safety, ensures peace of mind for parents.

ccording to the NHS, every year around half a million of children are taken to Accident and Emergency following an accident which occurred at home. Clippasafe, a family-run company, is committed to helping parents make their home a safer place for their little ones, with a range of baby-proofing products designed to blend effortlessly with home interiors.

Clippasafe’s range of safety gates prevents toddlers from accessing dangerous areas such as stairs or kitchens without compromising contemporary interior decors. The Swing Shut Extendable Gate is installed securely between wall cups and can be set to open one or two ways. Also available is the Extendable No Trip Gate with a releasable wall mounted hinge which allows it to fit the product securely without any tools. It extends to fit gaps of 60cm to 107cm. Electricity can be dangerous, especially for young children around who don’t understand what they are playing with. The Clippasafe Socket Protector is a secure box which covers the whole socket plate in order to prevent tampering with plugs and electric shocks. It can be fitted to both single and double UK style wall sockets without needing to access wiring. For adults, access to sockets and plugs is obtained by pressing buttons on each side of the unit. Clippasafe’s Plug Socket Covers are also great alternatives as once inserted, they prevent access to the electrical connections in the socket. Adults can easily remove the Plug Socket Cover by inserting the earth pin of the plug they need to use. Doors can also be baby proofed to prevent injuries on young children’s little fingers and prevent them from getting locked in a room. Clippasafe’s Door Slam Stopper is made of flexible rubber and acts as a cushion to stop doors from closing or slamming into children and to keep doors from banging loudly, which is particularly useful when putting youngsters to bed. It is quick and easy to install and with its strong durable material, will remain in place and

last. Available also in the range of Locks & Latches is the Door Finger Pinch Guards, which simply need to be placed over doors’ hinges to prevent them from closing. Clippasafe’s Adjustable Multi-Purpose Latch keeps children out of harm’s way by securing drawers, cupboards and cabinets throughout the home. It easily fits all furniture with its flexible design and adjustable connecting straps, making it a versatile solution to give parents peace of mind. Also available is the Flexi-Tie Cabinet Lock which keeps dangerous items safely stored with its concealed release buttons for increased security. It is easily fitted to cabinet knobs and handles. The full range is available to view on Clippasafe’s website or by contacting Clippasafe and requesting a product catalogue.

Tel: 0115 9211899 www.clippasafe.co.uk nursery today

RETAIL MATTERS

Retail matters

This month, Online4Baby’s Managing Director Christy Foster discusses the economic turbulence this year has seen so far and how she and her team plan to build on the success of 2021 to continue their exciting growth trajectory. At the start of 2022 consumers are facing rising living costs and retailers are seeing increasing staff and warehousing costs, therefore businesses need to work smarter and harder than ever before to drive growth and performance across the board.

4.6/5 stars on Trustpilot 48

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Christy Foster, Managing Director, cmf@online4baby.com

t’s the start of spring and what a welcome it is! It’s been a tumultuous start to the year for everyone with spiralling costs, but there is hopefully some light at the end of the tunnel. As we move into warmer months and with Covid restrictions eased, it’s time to look forward; O4B certainly has some exciting things in the pipeline for Q2! Q1 is nearly over and with that, a host of learnings to take with us into Q2 and the rest of the year. January and February have been strong trading months for us as a business and we’ve seen some incredible performance across our channels, despite current market conditions. People have less money now than this time last year, due to rising interest rates and increased fuel and living costs, which all in all leads to a tough market for the retail industry. Now that the country is back open again with Covid restrictions having eased, customers are slowly returning to the workplace and now have commuting and childcare costs, which means less expenditure for shopping. It’s such an important time now to make your eComm store stand out from the crowd and really listen to your customers’ needs and wants. By listening to the data and letting it guide your onsite content and product selection, you can drive the best results possible. The overall ecommerce market was down -21%, in January 2022 (IRMG The UK’s eCommerce Association, 2022) and unfortunately business costs are up across the board, which has the potential to cause business challenges for both

eComm and bricks and mortar stores. For me and my team, it’s all about tightening those overhead costs and making sure we strategically invest in the right marketing channels to drive the best performance for the business. This means continually adapting our trading strategy to not get left behind during these testing times. With Google costs up in the nursery sector as omni-channel brands like John Lewis return to the AdWords auction, it’s a great time to look at developing and improving free marketing channels like organic, direct and social. By focussing on your SEO and brand strategies, you can see some brilliant wins for your business. We are soon re-launching our brand and new website and it couldn’t have come at a better time! Keep your eyes peeled, as you’re going to see Online4Baby everywhere this year! Social has been at the forefront of our minds this year. We have invested time in developing our video strategy to make it easier for customers to learn more about products and how to use them. Our aim is and has always been, to give our customers the best possible shopping experience and we feel that video content is one of the best ways to deliver this. Our Facebook Live videos have been performing well, we have increased our YouTube presence and have gone live on Tik Tok! In fact, one of our Tik Tok videos has had over 200k views, which is incredible! Our social and video team are constantly on the lookout for new and exciting ways to engage with our

“

“Agile” will “beInthe2022 term at the

forefront of everyone’s minds.

customer and this proves that a little imagination can go a long way! Now more than ever, consumers are wanting more information to make better decisions when shopping online. They want to get the right products at the right time, which is why we have invested in different areas of the business to make this process the best it can be for them. Our how-to product videos have been performing excellently, as they provide customers with all the information they need to set-up and use a product properly to get the most out of it. During Covid, consumers became used to digesting online information and video content as they couldn’t go to a shop and speak to someone in-person, and even though the in-store retail experience has opened back up, we are still seeing incredible appetite for video content. Customer service is a core focus for us this year again (as it has always been!), as we look to get feedback from users across social media and review platforms. Consumers use review sites such as

Trustpilot to gain insightful information about brands and products online before deciding what to buy, which is why it’s so important to be active and respond to customer feedback as quickly as possible to say thank you, or resolve any issues they are experiencing. Gain as much feedback as you can from your customer and social media database, as this will help you make the best decisions to drive growth and performance. Our customer service team work hard to make sure our customers have the best experience possible from the start to the end of their buying journey and are available seven days a week to assist with queries. With this customer feedback and experience in mind we have a collection of new products and brands in the pipeline in order to ensure we’re that one stop shop for all things nursery in 2022. Our focus will always be to deliver the best products at the best prices we can and give that full 360 approach to customer experience. We can’t reveal too much at this stage but keep your eyes

BABY CARE INDUSTRY STRATEGIC MAP

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E N G L A N D N U R S E R Y T O D AY

RU S S I A PA R E N T S ’ C H O I C E

GERMANY BABY & JUNIOR

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NETHERLANDS BABYWERELD

SWEDEN LEK & BABYREVYN

going on in the O4B space moving into Q2 and so many big developments across 2022 I’d like to propose a new word for the team to personify: agility. We can’t wait to show you what’s in store in more detail and look forward to updating you all on further success and development next time!

Online4Baby are delighted to be a Which? Recommended Provider for Baby & Child Retailers 2021.

Award-winning haircare, bath and body care for newborn, baby and child Good, clean fun

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

CHINA NURSERY CHINA

peeled across 2022. It’s going to be a great year at O4B! If I had to sum up the O4B team in one word, it would be determined. Our team has pushed harder than ever before across Q1 and to have outperformed the market and our own expectations is truly a testament to the commitment of our staff. With so much

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Spotlight BOTTLES & STERILISERS

Looking for Bottles & Sterilisers? Nursery Today shines the light on products available to order now.

Recommended by healthcare professionals Especially designed to help relieve the symptoms associated with infant colic, Dr Brown’s is the brand recommended to express or bottle feeding parents by 92% of UK Health Professionals.

The enhanced design of the Options+ Anti-Colic Bottles works by cleverly channelling air away from baby’s feed and the bottles are clinically proven to reduce windy colic due to the unique 100% vacuum- free vent system. Dr Brown’s Natural Flow®️ Options+ bottles are now also available in glass. They have the same soft silicone teats and anti-colic vent system as the plastic bottle range, but with the added benefit of also being made from pharmaceutical-grade glass, that’s both heat and shock resistant!

Enquires contact CMS on the below number. Tel: 01538 399541

Sterilise at the Speed of Light! With Nuby’s range of UV steriliser’s you can sterilise anything and anywhere in just 3 minutes.

If the power of UV sterilisation wasn’t enough to WOW you, Nuby’s award winning UV range sterilises in just 3 minutes! Using ultraviolet light, means no water, microwave, chemicals, cooling or drying time! Mind… blown! The stylish and versatile range has options for at home, on the go and even dummy sterilisation, to kill 99.9% of germs, superfast. Perfect for busy parents! These game changing sterilisers are great for all your baby accessories – bottles, teethers, dummies and even household items like your phone and keys! The compact and modern design not only looks great in any kitchen, it takes up very little space on your counter and is also super easy to clean. Ideal if you like a clutter free home – just wipe down and put away after use.

www.nuby-uk.com

Sterilising

- The Milton Method How to kill 99.9% of germs in just 15 minutes.

The award-winning Milton method of cold water sterilising is quick, easy, safe and effective, killing 99.9% of germs (bacteria, fungi and viruses) in just 15 minutes. Used by parents and midwives for over 70 years, it is simple to make by putting either a cap full of fluid or a tablet into 5 litres of cold water. The solution lasts up to 24 hours and items sterilized do not need rinsing off before using. Ideal for sterilising all breastfeeding equipment and baby feeding accessories such as breast pump parts, baby bottles, soothers, teething rings, small plastic toys, plastic cutlery and weaning bowls. The solution can also be used for general household cleaning and is perfect for keeping kitchens and bathrooms germ free and will even de-stain your coffee cups and help your cut flowers last longer! You can read more about Milton and the ways it can be used by visiting their website.

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nursery today

CMY

MINS

Spotlight BOTTLES & STERILISERS

3in1

cleaning

Turbo Pure HEPA filter steriliser and dryer from Babymoov.

UV-lightyears ahead in sterilisation

Vital Baby launch their newest innovation in UV sterilisation and it blows its competitors out of the water. Using the latest UV LED technology and design innovation, the NURUTRE advanced pro UV kills 99.99% of bacteria and viruses in a mere 7 minutes and boasts a sterilise and dry time of up to 4 bottles in just 29 minutes half that of their closest competitor. Sterilise what, we hear you ask? Just about anything that will fit. The advanced pro UV is efficient, versatile and as there’s no need for water, chemicals or heat, is suitable for use with everything from bottles, soothers and breast pumps to mobile phones, keys and more… The addition of the NURTURE advanced pro UV steriliser & dryer to only strengthens their offering to customers – it joins a staggering collection of award-winning products, including their breast like feeding bottles, which have beaten the UK’s market leaders to Best Baby Bottle awards for the past 2 years.

Tel: 01707 262200 info@vitalgroup.co.uk www.vitalbaby.com

The 3in1Turbo Pure by Babymoov sets the highest standard for bottle sterilisation by offering the best possible cleaning method with the use of a HEPA filter - for plastic and glass baby bottles and accessories. Hot air forced deep into bottles through an HEPA filter removes at least 99.97% of dust, pollen, mold, bacteria, and any airborne contaminants with a size of 0.3 microns. It’s streamlined modern unit with easy to use LCD screen, is deceptively compact while optimized inside for space thanks to removable steam arms that you can move to fit a minimum of 6 large baby bottles + small accessories. Also created with convenience for parents, a combined sterilise and drying cycle will have your baby bottles and accessories turned around in a precise 38 minutes. You can also sterilize in a single efficient 8-min cycle. Thanks to Turbo Pure’s ‘Pure Drying Function’ in a sealed environment, store your sterilised bottles within the unit with guarantee of purification for up to 24 hours after sterilising. Turbo Pure is ergonomically designed to be streamlined with a large capacity inside containing removable steam arms for you to place each time accordingly to adapt to the items you want to sterilise. An adaptable inside space ensures a greater number of items and bottles can be sterilised together in one cycle rather than lots.

www.babymoov.com

No air

bubbles Swallowing air when feeding is a major cause of typical colic symptoms such as wind, tummy cramps and constant crying.

NUK Anti-Colic professional bottle was developed to help prevent babies swallowing air when feeding. A tube in the bottle separates the air and the food, which means less air gets into their tummies. To ensure that the air and milk go their separate ways, the NUK Anti-Colic Professional has a new feature: a capillary valve. Look closely and you ‘ll see there are no air bubbles in the milk. This comes from what their engineers call the “Labyrinth Valve System “. One of its advantages: it is easier to clean than other valve systems. This all adds up to the NUK Anti-Colic Professional baby bottle being a pro among baby bottles.

www.nuk.co.uk

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Trusted by parents for years

The Milton routine to stop germs +

CLEAN

STERILISE

carefully all feeding & breastfeeding equipment

in 15 minutes with no need to rinse

3 WASH AND DISINFECT HANDS to limit germ transmission

NEW

hand foam suitable for babies from 3 months

Milton, protecting what’s precious for over 70 years www.milton-tm.com

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Use biocides safely. Always read the label and product information before use.

@MiltonBaby

Spotlight WOODEN & TRADITIONAL TOYS

Wooden it be lovely Wooden toys continue to keep their appeal, here we highlight products that are available to order now.

Enjoy

the ride

Check out the range of great wooden rockers available from Childhome

Childhome offer a range of stylish, modern nursery accessories including super fun rocking toys, such as a elephants and scooters. The rocking figures look beautiful, are a great decoration for the nursery and help little ones learn how to balance. Find out more by visiting the CuddleCo website.

www.cuddleco.co.uk

Reach the Tree Tops

with Red Kite

Introducing the gorgeous new Tree Tops Wooden Activity Arch and Playmat from Red Kite.

Natural

play

Janod’s Eco-Friendly WWF Range - Available at Baby Brands Direct

Traditional wooden toys, such as puzzles and shape sorters, are always a big hit with parents. These products don’t rely on batteries or electricity to be entertaining and can help develop essential skills - such as gross and fine motor skills, hand-eye coordination and problem solving abilities. Leading UK wholesaler, Baby Brands Direct have a great selection of wooden toys available, including the attractively designed WWF range from Janod - which helps to promote sustainability with its eco-friendly materials and extends childrens’ knowledge of the natural world. These charming toys feature animals such as sloths, penguins and koalas that kids will love!

Tel: 0208 845 5000 sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk 54

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A traditional wooden activity arch that sits on top of a reversible padded play mat. Features soft luxury toys for interactive play and learning including independent teethers and mirrors for stimulating fun times. Easy to fold for handy storage when not in use. Part of the new Tree Tops Range and available now.

sales@redkitebaby.com www.redkitebaby.com

Celebrate with Paddington Rainbow Designs is delighted to be celebrating its 50th Anniversary with a number of exciting new additions to its tremendously successful The Adventures of Paddington toy range, specifically aimed at preschoolers.

The Adventures of Paddington toy range is perfect to help spark little imaginations and encourage preschoolers to create their own adventures with Paddington. The exciting new lines include a fun-packed Talking Paddington Soft Toy with five Paddington phrases including ‘Hello, my name is Paddington’, ‘Where’s my marmalade sandwich?’ and ‘I wonder what adventures I shall have today?’. There are also two new fun-packed playsets, the Rescue Set and Multi Figure Set, that will join the existing range of the Play Bus Set, Collectible figures and Adventures of Paddington Soft Toys. Other joyful Rainbow Designs’ collections, that have been designed for preschoolers and helping little ones learn through play, include Peter Rabbit TV, The Very Hungry Caterpillar and We’re Going on a Bear Hunt as well as Guess How Much I Love You, Fun with Spot wooden toy ranges.

Tel: 01329 227300 www.rainbowdesigns.co.uk

Spotlight WOODEN & TRADITIONAL TOYS

Brimming with fun Joyful and inspiring traditional and wooden toys coupled with much-loved evergreen characters can be found at Rainbow Designs.

The range includes Beatrix Potter’s Peter Rabbit, The Very Hungry Caterpillar, Elmer, Guess How Much I Love You and Spot the Dog. These playful and engaging toys are brimming with fun learning opportunities for little ones and perfect for improving dexterity and coordination. Beatrix Potter’s Peter Rabbit is commemorating a momentous 120th Anniversary this year and in celebration Rainbow Designs has added a beautiful new wooden toy collection to its best-selling Once Upon a Time range. New to the range, and all created from FSC wood, will be a Peter Rabbit and Flopsy Bunny Pull along, a colourful Building Blocks Set, a 5 piece Shape Puzzle and a 28 piece Domino Set, all featuring the beautiful Beatrix Potter illustrations of Peter Rabbit and his friends. There are also colourful traditional wooden toys joining both ever-popular Very Hungry Caterpillar and Elmer ranges with Wooden Building Blocks, Domino Sets and Shape Puzzles being great new additions to both these educational brand ranges. There will also be a vibrant Wooden Balance Toy joining the Elmer range, Little ones will have lots of fun trying to balance Elmer the Patchwork Elephant and his animal friends on the vibrantly, wooden moon, and giggling away when they all come tumbling down!

Fun colour matching game Orchard Toys launches Dress Up Nelly a fun, first colour matching game.

There’s the option for shorter or longer gameplay to suit different abilities. Play it as a fun and simple activity to introduce children to colours, by placing all the cards face up and matching or mis-matching their head, body and legs. Or play as a game, where players take two elephant head cards and try to match the same-coloured clothing to one of their elephants. It features 30 bright and colourful, chunky, wipe clean cards, which are perfect for little hands. Age 2-5yrs+

Tel: 01953 859539 sales@orchardtoys.com

Tel: 01329 223700 www.rainbowdesigns.co.uk

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inspiring kids’ imaginations for 50 years

The Home of Classic Characters

new!

Sponsored by The brand that parents trust www.clippasafe.co.uk

Lots of newness

from Baby Brands Direct Multi award-winning wholesaler, Baby Brands Direct, have kicked off the new year with a huge selection of new product lines from leading brands, such as Fisher-Price, Munchkin, Mattel and Keel Toys.

Silver linings with

Splash About Ditch the disposables and go for Silver in the pool with a unique under swim nappy from Splash About

Ditching disposable swim nappies couldn’t be easier with Splash About’s new Silver Lining. This reusable swim pant is approved by swim-schools as a double nappy requirement and fits snugly under the brand’s range of Happy Nappy swim nappies, costumes, wetsuits or sunsuits. The anti-bacterial Silver Lining is scientifically proven to destroy bacteria including E.coli and Cryptosporidium which chlorine alone can’t kill. This means cleaner water for all swimmers as it’s this bacteria which is responsible for nasty tummy bugs. The Silver Lining saves money and the planet; allowing parents to reduce household waste with no disposables ending up in landfill. Suitable from birth to 3 years.

Baby Brands Direct have expanded their selection of toys for nursery and pre-school children. From beautifully soft plush toys made from recycled plastics, to exciting activity toys and new Pokemon themed playsets, there’s something to entertain all children! Also available to wholesale customers are new Simple Clean Straw Cups from Munchkin, nursery bedding from Silvercloud and potty training essentials from Summer Infant. Register today and check out Baby Brands Direct’s extensive range of products from top baby brands! Tel: 0208 845 5000 sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk

www.splashabout.com

Dads create

Dingle Dangle toy Award-winning parenting toolkit brings the fun(ny) to nappy changing

Tired of facing nappy changing nightmares, two like-minded dads set out to design an innovative product that would make nappy changing easier, interactive and more fun. The Dingle Dangle was born. The Dingle Dangle is an innovative hands-free sensory toy worn on the head of parents, so they can distract and interact with their baby, while changing a nappy. Although the eye-grabbing nappy changer steals the headlines, it’s Dingle Dangle’s interconnectivity that makes it a true parenting essential. Through two identical connectors on the Dingle Dangle sensory stick, it effortlessly transforms into a portable mobile and baby rattle – making it one of the most versatile nursery products on the market. www.dingledanglebaby.com 56

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The hottest Summer UV product launched in new

nautical stripe

Following its huge success during Spring/Summer 2021, Babymoov have launched a brand NEW nautical striped colourway in their best-selling multi-functional UV tent – Aqua-ni.

The 3in1 pop up anti-UV tent, paddling pool and safe indoor playpen guarantees the highest UPF 50+ sun protection in the summertime for babies from birth. Aqua-ni features a removable UV canopy, mosquito net, soft removable comfort mattress and a waterproof base for transforming into a cooling paddling pool, at the beach, in the park or the garden! Aqua-ni comes in its own compact carry bag for taking on days out, while its easy pop up system enables instant assembly. To find out more about Aqua-ni and the rest of the Babymoov UV tent range please contact sales@babymoov.co.uk www.babymoov.co.uk

PacaPod

now available in vegan leather PacaPods unique multi-award winning 3-in-1 organising system ensures parents can pack and find all the essentials whilst on the go.

This genius concept means food and changing items are keep hygienically separate in their own removable pods, whilst the outer bag also works on its own as a stylish accessory, always expertly designed with both beauty and function in mind.

NEW! Picos Pack - Tan

PacaPod have re-imagined this trusty favourite in a soft painted vegan leather, adding an updated sleek front zip. The Picos Pack is a truly technical backpack, comfortable and contemporary yet phenomenally practical, and Dads love it too! It not only looks sleek and stylish, but clips onto your pram handle or fits neatly on your back with a fully functional backpack system and new sliding chest strap - which work perfectly when carrying your baby in a sling or chest carrier. Spacious side bottle pockets, carabiner tabs for additional kit, and neatly stored inside the removable changer and feeder pods, changing mat and mini pod, make this the complete choice for your family. The pods have a completely unique design with an unfurling zip system, to ensure your bags can be easily cleaned or stored away to save space. They are also made from our recycled eco polyester, which originates from plastic bottles. www.pacapod.com

Let’s go on Safari

with My Babiie!

My Babiie’s latest range of cute and stylish designs feature a safari print with elephants, lions, giraffes and zebras! Designed with Samantha Faiers as part of her Dreamiie collection, the safari themed products include a highchair, baby bath and changing unit, MB02 lightweight stroller, MB52 stroller and a changing mat. hello@mybabiie.com www.mybabiie.com

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BPA

notice board Newest member Ecoriginals

We ask Lesley Woolmer of the company to introduce her business and ask what her motivation was to join the industry’s trade association.

Robert Anslow M anaging Director

“Ecoriginals offers world-leading eco diapers/nappies made from more than 90% natural materials and 100% home-compostable luxury wipes, offering health-conscious parents a better choice for the future. “Established in Byron Bay Australia in 2011, the company now has offices in Sydney, California, Dubai and London. After a decade of research and development, Ecoriginals is Australia’s greenest, cleanest, kindest, most absorbent nappy; and these plant-based natural nappies are now available in the UK. The wipes are made in New Zealand and are 100% natural and compostable for a greener, gentler clean. “Two years ago, Ecoriginals established key environmental partnerships to plant one tree, remove 25 items of plastic waste from the ocean and offset all carbon emitted on the back of every order.

Trader support If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

www.b-p-a.org

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service for companies moving goods in and out of Northern Ireland

Changes have been made to the way goods move in and out of Northern Ireland and the government has introduced a Trader Support Service to help businesses adapt to the changes. The service is free to use and offers comprehensive education, training and advice about the changes to the way your goods move under the Northern Ireland Protocol can complete customs and safety and security declarations on your behalf where these are required for movements between Great Britain and Northern Ireland so you do not have to access HMRC systems directly • You can use the Trader Support Service if you: • are moving the goods yourself • act on behalf of someone if for example you are a haulier If you’re not already prepared for these changes, you can sign up using Trader Support Service website: www.gov.uk/ guidance/trader-support-service

We believe that parents want to go beyond potential greenwashed marketing messages and interrogate claims to ensure they are only supporting companies with deep integrity and environmental values as formidable as their own. “We recently joined the Baby Products Association to both network within the wider baby market and are open to collaborative opportunities; to stay engaged with a cross section of retailers by joining a number of Association marketing initiatives; and to stay abreast of changes in legislation and compliance. We also look forward to harnessing the wider experience that the Association’s team has to offer us as a newcomer to the UK market.” For more information about Ecoriginals visit www.ecoriginals.co.uk

Freeports

to aid post-COVID recovery in the UK The Department for Levelling Up, Housing and Communities has launched a Freeports initiative to play a crucial part in the UK’s post-COVID recovery. The Freeport model has three objectives: • establish Freeports as national hubs for global trade and investment • create hotbeds for innovation by focusing on private and public sector investment in research and development • promote regeneration through the creation of high-skilled jobs in ports linked to the areas around them Freeports in England are centred around one or more air, rail or seaport and can extend up to 45km beyond the port. Countries around the world have adopted Freeports or other kinds of Special Economic Zones (SEZs), but the government has worked in partnership with ports, businesses, local authorities and wider stakeholders through a public consultation to develop a highly ambitious world leading Freeports model for England. England’s Freeport model will include a comprehensive package of measures, comprising tax reliefs, customs, business rates retention, planning, regeneration, innovation and trade and investment support. Eligible businesses in Freeports will enjoy a range of tax incentives, such as enhanced capital allowances, relief from stamp duty and employer national insurance contributions for additional employees. These tax reliefs are designed to encourage the maximum number of businesses to open, expand and invest in our Freeports, which in turn will boost employment. Freeports will benefit from a range of customs measures, allowing imports to enter the Freeport custom sites with simplified customs documentation and delay paying tariffs. This means that businesses operating inside designated areas in and around the port may manufacture goods using these imports, before exporting them again without paying the tariffs and benefit from simplified customs procedure. The eight English Freeport locations were selected through a fair, open and transparent competitive process which ran from November 2020 to February 2021 and are as follows: 1. East Midlands Airport 2. Felixstowe & Harwich including the Port of Felixstowe and Harwich International Port 3. Humber including parts of Port of Immingham 4. Liverpool City Region including the Port of Liverpool 5. Plymouth & South Devon including the Port of Plymouth 6. Solent including the ports of Southampton, Portsmouth and Portsmouth International Port 7. Thames including the ports at London Gateway and Tilbury 8. Teesside including Teesside International Airport, the Port of Middlesbrough and the Port of Hartlepool For more information visit www.gov.uk/guidance/freeports

Buyersdirectory Textiles

Coordinated Bedding

Nappies Bedding Blankets Shawls Hodded Robes Towels Changing Bags Booties Bibs Body Suits Hats Mittens....

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Moses basket stands

Ambassador Textiles are a major supplier to the nursery manufacturing industry, stocking an extensive range of top-quality baby care fabrics in popular pastel colours:-

Soft & Cuddly Velboa and Dimple Cotton Waffle & Cotton Interlock Moisture Absorbing Bamboo Towelling and Woven Towelling Lightweight Polycotton Walm & Versatile Anti-Pil Fleece

Our Anti-Pil Fleece range boasts over 50 colourways in pastels and brights. We can manufacture to order Fleece Blankets in cot, pram & picnic basket sizes

www.ambassador-textiles.co.uk View the full range or contact a member of our sales team +44 (0)161 624 4167

info@ambassador-textiles.co.uk

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Wholesale

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Introducing the

ECO-TOUCH

Nappy Bin

The Everyday Made Effortless

Nursery Today March 2022