8 minute read
Artsana
Chicco:
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.
Whilst 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 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
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
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 foo muff , all in matching premium fabrics and fi nishes. With its on-trend chassis colours, luxurious embroideries, Twil ic 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, an 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.
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 contact your sales representative at UK-sales@doreleurope.com
