Nursery Today March 2026

MARCH 2026 ISSUE 6 VOLUME 29

contents the team Editor Penny Franks penny@lemapublishing.co.uk

Advertisement Manager Katy Bensley katy@lemapublishing.co.uk

Regulars

Sales Director Claire Naish clairenaish@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

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News

57

New Products

58

BPIA

Contributors 38

Production

Barking Mad

Pramland’s John Barker shares his shopfloor perspective, from the surge in demand for compact one-piece folding prams to the ongoing challenges around display investment, payment terms and rising operating costs.

Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

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Retail Matters Christy Foster of The Nursery Store reflects on the renewed energy spring brings to the travel category.

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

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Jonathan Feingold

Features/Spotlight

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

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Wheeled Goods

42

Sleep Time

60

Traditional & Wooden Toys

54

Meet the PRs This month we highlight leading PR companies who have the experience, knowledge and know how to assist.

Interviews

Lema Publishing Ltd Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA Telephone: 01442 289930

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Chelsea Baby

Chelsea Baby’s Director Raj Sanghera shares how the independent retailer is blending heritage, innovation and personalised service to meet the needs of today’s discerning parents.

www.nurserytoday.co.uk 20

BabyStyle Managing Director Andy Crane discusses how the brand develops new products, balances style with practicality and supports retail partners in a competitive marketplace.

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Jolly Tots Managing Director of Jolly Tots, Lorretta Owen shares her candid insight into today’s wheeled goods market.

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36 Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers, nor any organisation mentioned in the text. Opinions and comments expressed in this publication by contributors and writers do not necessarily reflect those of the publishers.

Contents March.indd 1

Nora Baby (JoviKids) Nora Baby’s UK Sales Director, Michael De-Cotis, shares how JoviKids is building a trusted, design-led brand in the UK, focusing on sustainable growth, retailer partnerships and practical innovation.

iCandy Cath Needham, Head of Sales at iCandy, shares how the brand blends engineering excellence, premium aesthetics and forwardthinking innovation to stay ahead in the competitive wheeled goods market.

11/03/2026 10:58

Pioneering safe adventures.

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Safety made easy. Built on the trusted Minikid™ platform, Minikid Core delivers Plus Test approved rear-facing safety in a simple, accessible design.

For smooth installation and ease of use.

editor’s letter

www.nurserytoday.co.uk | Instagram: nurserytoday | LinkedIn: Nursery Today

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elcome to the March issue, and what an issue it is. This month we have packed in as much as possible, featuring Wheeled Goods (page 22), Sleeptime (page 42) and shine the spotlight on Traditional and Wooden Toys (page 60).

Wheeled goods remain a cornerstone for many nursery retailers, with the continued rise in popularity of compact folds and now cabin friendly options, which are clearly becoming increasingly desirable for many parents and caregivers.

Jolly Tots Managing Director, Lorretta Owen, has seen this shift with her customers and in our interview, starting on page 26, Lorretta says, “We are just coming into stroller season, and since the half term holiday we have already seen a noticeable spike in demand. Lightweight and compact options are leading the charge, particularly cabin friendly models.

Managing customer expectations around what is truly airline approved, and what sits within budget, can sometimes be challenging, but the appetite is undeniably there.” Brands have certainly kept pace with evolving trends and have ensured

there is a strong selection available, not only within compact folds and travel systems, but also through continued innovation with folding carrycots.

Our Cover Star this month is BabyStyle. With strong roots in the UK nursery sector, BabyStyle continues to shape its wheeled goods range through a combination of design inspiration, retailer collaboration and careful attention to market demand.

Managing Director Andy Crane discusses on page 20 how the brand develops new products, balances style with practicality and supports retail partners in a competitive marketplace.

We also took time out this month to catch up with independent retailer Chelsea Baby. The business continues to evolve, with Raj Sanghera sharing how they are blending heritage, innovation and personalised service to meet the needs of today’s discerning parents.

From long term bundles to compact folding travel systems, the business remains firmly focused on quality, trust and hands on expertise. Simply turn to page 14 to find out more.

Over on page 20 BabyStyle continues to shape its wheeled goods range through a combination of design inspiration, retailer collaboration and careful attention to market demand.

You will also find within the pages this month a range of articles from our regular columnists. Pramland’s John Barker, over on page 38, shares his shop floor perspective, from the surge in demand for compact one piece folding prams to the ongoing challenges around display investment, payment terms and rising operating costs. Meanwhile on page 56, Christy Foster of The Nursery Store reflects on the renewed energy that spring brings to the travel category. In this timely overview, Christy explores how brands such as egg, Oyster and Hauck + Disney are capturing the imagination of modern parents by combining style, practicality and emotional connection, while supporting families through every step of their everyday journeys.

Finally, a much loved date in the trade calendar is set to welcome even more of the industry this summer, as our long established golf day opens its doors to new sectors for the very first time.

Lema Publishing’s annual golf day for the Nursery and Christmas trades returns on 1 July at Hilton Puckrup Hall, and this year we are delighted to extend the invitation to professionals from the toy, gift, greeting card and tableware industries. It promises to be a fantastic opportunity to connect, compete and unwind in great company.

The day is all about fun, friendly competition and networking.

Proceedings begin with a nine hole Texas Scramble in the morning, followed by lunch and an afternoon 18 hole individual Stableford competition with team four ball prizes. From 7pm, a relaxed barbeque and prize giving rounds off the day, giving those who need to travel home the chance to leave by around 8pm(ish!).

With excellent room rates available at the hotel for those wishing to stay over, and the weather usually on our side, it is set to be another memorable event. The cost is £110 per person, including the barbeque.

To book your place, call Malcolm (Tiger) Naish on 0788 9991513 or email malcolm@lempublishing.co.uk.

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news

The BPIA Welcomes Dean Tollman

As the CEO of Vital Group Holdings, Dean leads a diverse portfolio of businesses that span across various sectors.

With over 26 years’ experience in the nursery industry, 12 of which spent in executive roles, Dean has strong expertise in strategic planning, marketing, and innovation. Within the nursery industry, including both Own Label and Vital’s homegrown ‘Vital Baby’ product ranges, Dean’s mission is simple – to create innovative, safe and sustainable solutions to simplify parenting, with a focus on quality, functionality and sustainability.

Dean is passionate about working together as an industry and collaborating in ways that benefit the industry and consumers alike, bringing a valuable presence to The BPIA’s Executive Committee.

www.b-p-a.org

Azaria Wins GOLD and SILVER Family-specialist PR & Digital Marketing Agency Azaria celebrates winning GOLD for Best Baby PR Agency – for the third year running – and SILVER for Best Parent PR Agency at The Mum Marketplace Awards 2026.

Taking place annually in Brighton, The Mum Marketplace THRIVE 2.0 networking event joins together some of the most influential and inspiring voices across the parenting and nursery sector.

Managing Director Amber Steventon, who attended the event and collected the awards says; “We are incredibly proud to be recognised by The Mum Marketplace community. The nursery and parenting industry is full of exceptional talent, and to be acknowledged alongside such brilliant peers is a real honour. Our team pours genuine passion and strategic focus into every campaign, so these awards mean a great deal.”

Winning GOLD, for a third year in a row, in the baby category is particularly meaningful within the nursery trade, reflecting Azaria’s deep sector expertise, strong retail and media relationships and consistent track record of driving awareness and commercial impact for its clients.

Over the past 12 months, Azaria has delivered a series of standout product launches, impactful integrated campaigns and strategic brand-building programmes across the nursery and toy markets. From innovative start-ups to established household names, the agency continues to champion brands that support families at every stage of the parenting journey.

www.azariapr.co.uk

Swedish car seat brand Axkid

launches in North America Axkid has announced its official launch in North America. The rollout begins in the United States, with Canada to follow.

Swedish child passenger safety is widely regarded as a global benchmark, shaped by decades of research, policy development, and a strong safety culture centered around keeping children rear-facing longer — at least 4–5 years. Sweden is consistently recognized as having among the lowest road fatality rates internationally, an outcome often linked to its early adoption of extended rear-facing travel — an approach aligned with Sweden’s broader Vision Zero road safety ambition. Axkid is now bringing that safety philosophy to families across North America.

“Our launch in North America marks a major milestone for Axkid as we take the next step toward becoming a truly global player. With Axkid One 3 and Axkid Up — two of our most innovative platforms — we are bringing Swedish safety to new markets with the ambition not only to enter the U.S., but to help set a new benchmark for child safety across the region,” said Anton Wall, Vice President and Commercial Director at Axkid.

www.axkid.com 8

Dreamgenii Announces Partnership

with The Pelvic Partnership Dreamgenii, the trusted parent-support brand best known for its awardwinning pregnancy and feeding pillows, is proud to announce a new partnership with The Pelvic Partnership, a UK charity dedicated to supporting those affected by pelvic girdle pain (PGP) during pregnancy and beyond.

This collaboration brings together two organisations united by a shared commitment to improving comfort, confidence and wellbeing for parents.

Through this partnership, Dreamgenii and The Pelvic Partnership will work together to raise awareness of pelvic girdle pain, provide accessible education and advice, and help parents feel better supported throughout pregnancy and early parenthood.

As part of the partnership, The Pelvic Partnership will be joining Dreamgenii at The Baby Show at ExCeL London from 6th–8th March, where charity representatives and healthcare professionals will be on hand throughout the event to offer expert advice, guidance and support to parents experiencing pelvic girdle pain.

Beyond live events, the partnership will also see The Pelvic Partnership share trusted, evidence-based resources across Dreamgenii platforms, ensuring parents have access to reliable information alongside products designed to support better sleep, positioning and everyday comfort.

Amy House, Marketing Manager at Dreamgenii says: “At Dreamgenii, supporting parents through real, everyday challenges is at the heart of everything we do. Partnering with The Pelvic Partnership allows us to extend that support further by connecting parents with expert advice on pelvic girdle pain — something so many experience, yet often feel unprepared for.”

Victoria Roberton, Co-ordinator from the Pelvic Partnership, comments: “We’re delighted to be partnering with Dreamgenii and to be joining them at The Baby Show. Together, we’re able to reach parents directly with the information, reassurance and support they need during pregnancy.”

The partnership marks an important step in both organisations’ ongoing commitment to championing parent wellbeing through education, empathy and practical support.

www.dreamgenii.com

NowBaby partners with Joie NowBaby has partnered with one of the leading nursery brands Joie Baby to launch a free, comprehensive antenatal course available to all expectant parents across the UK. The initiative marks a significant strategic move within the parenting sector, combining trusted midwife-led education with brandbacked accessibility at a time when many families face reduced access to in-person NHS antenatal services and increasing financial pressures.

For retailers and industry stakeholders, the partnership reflects a growing trend of brands investing in value-added educational resources to build long-term relationships with expectant parents earlier in the purchasing journey. By removing the cost barrier traditionally associated with antenatal classes, the initiative increases engagement opportunities during a critical decision-making period for nursery purchases.

David Salem of NowBaby comments: “Our mission has always been to provide clear, evidence-based guidance and reassurance to the widest possible audience of new and expectant parents. Through our partnership with Joie, we’re able to remove financial barriers and ensure all families can access trusted midwife-led support at this pivotal life stage.”

The collaboration reinforces Joie’s commitment to supporting families beyond product provision, strengthening brand trust and visibility during pregnancy.

As digital education continues to expand within the parenting sector, this launch signals further convergence between content platforms and nursery brands seeking meaningful consumer engagement in an increasingly competitive marketplace.

www.nowbaby.co.uk www.joiebaby.com

nursery today

News March.indd 1

10/03/2026 23:58

push, swivel, glide - smooth strolling redefined versadrift™

360° wheel 4 in 1 pram suitable from birth to 22 kg

The hardworking multitasker that makes adjusting to your baby’s ever-changing needs a breeze. With just a push of a button, all four wheels spin 360°, making every adventure glide in any direction.

Share the joy at joiebaby.com

news Major brands back Harrogate’s HINF

October show

With booking having opened just over a month ago, Harrogate International Nursery Fair is already reporting exceptional support from across the industry.

Show Director Adrian Sneyd comments: “We offered previous exhibitors first refusal on their preferred stand space before releasing the floorplan to general sale, and we are absolutely delighted with the response. The vast majority of major brands have already confirmed their attendance for October.

“Since opening to new enquiries, we’ve also received an exciting range of applications from potential first-time exhibitors. This will ensure a fresh and diverse product showcase, giving buyers even more reasons to attend.”

Strong early demand means prime stand positions are being secured quickly.

“This is fantastic news for the show,” Adrian continues, “but companies delaying their booking could find their preferred locations limited. We strongly encourage exhibitors to confirm their space as soon as possible to guarantee a prime position at the UK’s only dedicated nursery trade exhibition.”

Harrogate International Nursery Fair takes place the Harrogate Convention Centre from 18th to 20th October 2026. For further information or to secure your stand, visit www.nurseryfair.com or contact Adrian Sneyd at adrian@nurseryfair.com.

Nora Baby (Jovikids/ Welldon) Expands UK Team with Key Marketing Appointment.

Nora Baby is delighted to announce the expansion of its UK operations with the appointment of Daisy Hurcombe as Social Media and Marketing Manager.

As the UK market continues to show strong demand for innovative, safety-led nursery products, Nora Baby is strengthening its local presence to better support retailers, partners, and parents. Daisy’s appointment marks a significant step in the brand’s commitment to long-term growth and deeper engagement within the UK nursery sector.

Bringing experience in content strategy, digital campaign management, and influencer partnerships, Daisy will lead Nora Baby’s UK social media channels and marketing initiatives. Her role will focus on elevating brand visibility, supporting independent and national retailers, and driving consumer awareness across the Jovikids and Welldon ranges.

Speaking about the appointment, Nora Baby’s Sales Director Michael De-Cotis said: “We are thrilled to welcome Daisy to the team at an exciting time for the business. The UK is a key market for Nora Baby, and investing in dedicated marketing expertise reflects our commitment to supporting our retail partners and building strong connections with parents. Daisy’s creativity and strategic insight will play a vital role in our continued growth.”

Daisy Hurcombe added: “I’m incredibly excited to join Nora Baby and represent the innovative Jovikids and Welldon brands in the UK. There is huge potential to grow awareness and build a vibrant, engaged community around products that combine safety, quality, and thoughtful design. I’m looking forward to working closely with retailers and industry partners to bring fresh energy to the brand.”

Nora Baby distributes the internationally recognised Jovikids and Welldon car seat collections, known for their focus on advanced safety technology, comfort, and contemporary design. The expansion of the UK team signals a new chapter for the brand as it continues to invest in local expertise and market development.

Fraupow opens new Feeding Room to mark

5th Anniversary Baby Brands Direct

launch new sister website Long-standing and award-winning wholesaler, Baby Brands Direct, are pleased to announce the launch of a new sister website, under the name Baby Products Wholesaler.

The website is designed to support the new era of independent retailers, utilising the latest software to streamline the user experience. With stock from a variety of essential categories - such as feeding, bathing and toys Baby Products Wholesaler offers a one stop solution for independent business owners.

On the new website, retailers can find the same high quality products from industry leading brands, such as Munchkin, Tommee Tippee, MAM and VTech. With volume discounts, competitive wholesale pricing, no minimum order value and easy dropshipping, it’s never been easier to stock up on all those baby and nursery essentials!

Retailers can order as little and as often as they like! Register today at www.babyproductswholesaler.co.uk to access the catalogue of top brands and products!

www.babyproductswholesaler.co.uk 10

Founded on International Women’s Day five years ago, Fraupow has become known for breastfeeding support and an award-winning range of pumps and accessories.

The first UK feeding brand to offer free midwife support to mums, Fraupow expanded its mission in 2023 with the launch of its first Fraupow Feeding Room — a free sanctuary for parents feeding their children while out.

Now with 13 Feeding Rooms open in UK shopping centres, Fraupow celebrates its fifth birthday by opening a 14th Feeding Room at London’s Excel Centre, its highest-profile site yet. Following a celebratory launch during the Babyshow, the space will remain open daily, featuring a unique Fraupow mural, nursing chairs, bottle warmers and equipment, plus an exciting schedule of Fraupow parenting events at Excel throughout 2026.

Fraupow.com

nursery today

News March.indd 2

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new!

A rear-facing car seat

that makes safety easy Axkid is strengthening its award winning Minikid platform with the launch of Minikid Core, a rear facing car seat designed to make extended rear facing simpler to sell, easier to install and more accessible for families.

Launched in the UK on 3rd March 2026, Minikid Core is approved from 40 to 125cm up to 28kg, supporting rear facing travel from newborn to around seven years. Positioned at a more approachable price point, it combines premium safety credentials with flexible everyday usability across a wide range of vehicles.

“Minikid Core represents the next step in our mission to make extended rear-facing safety more accessible,” says Anton Wall, Commercial Director and Deputy CEO at Axkid. “With Core, we achieve that through a more approachable price point, and by making the seat adaptable to more cars and more seating positions giving more families the flexibility they need in everyday life, without ever compromising on safety.”

The belt installed design requires only the vehicle seat belt, with no ISOFIX or lower tether straps. An integrated anti rotation bar and support leg ensure secure installation, supported by an enhanced belt clamp system for added stability. Its

lightweight construction allows placement in virtually any seating position, including the front passenger seat where permitted.

Engineered to grow with the child, it features a two-step recline base, three position adjustable legroom, an eight-step adjustable headrest and a compact design suited to smaller cars or three across configurations.

Minikid Core is Swedish Plus Test approved, tested beyond standards and validated using the larger test dummy, (HIIIW 6YO dummy), enabling Minikid Core to be approved up to 28kg. It has also been tested for installation with a two-point seatbelt, supporting use in buses and vans.

Simply visit the Axkid website below for more information.

www.axkid.com/uk

Angelcare® Simplifies Bath Time with New Multi-Purpose Bath Shelf Angelcare® is excited to launch the Bath Shelf, designed to work in perfect harmony with their iconic Bath Support. This clever pairing transforms bath time: while the Support safely cradles baby, the Shelf keeps toys and essentials within arm’s reach—freeing parents’ hands for play and gentle washing. Engineered for the modern, space-conscious home, the Shelf features a quick-dry mesh and a genius foldable design.

It tucks away in seconds, allowing parents to reclaim their clutter-free bathroom sanctuary once the splashing is over. It’s the ultimate upgrade for a stress-free, bonding-focused bath time routine.

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

https://angelcarebaby.com/en-uk nursery today

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news

Supply Chain Management

for the Baby industry.

Baby product supply chains are often complex, operating under very strict retailer deadlines as well as seasonal demand pressures. That’s exactly where their Supply Chain Management (SCM) solution comes in.

At Warrant Group, SCM is designed to give importers and retailers end-to-end clarity without adding complexity.

For baby businesses, that means: • Coordinating inbound containers, rail and road movements across multiple suppliers • Managing purchase orders and vendors so delays are identified early, not at the port • Direct rail and road contracts with vendors, we take control over your deliveries • Enhanced free storage options through our unique merchant haulage model • Maintaining compliance and flow through proactive HMRC customs management Their import teams are live from 7am, actively managing shipments as they move, not just reporting on them after the fact. This reactive approach helps prevent missed deliveries, which can result in major fines from the retailers.

Most importantly, their SCM approach is human led. Behind the systems and data are experienced people who understand the commercial impact of logistics decisions on your customers, and your brand.

warrant-group.com

Angelcare

Simplifies Bath Time with New Multi-Purpose Bath Shelf Angelcare is excited to launch the Bath Shelf, designed to work in perfect harmony with their iconic Bath Support.

This clever pairing transforms bath time: while the Support safely cradles baby, the Shelf keeps toys and essentials within arm’s reach—freeing parents’ hands for play and gentle washing.

Engineered for the modern, space-conscious home, the Shelf features a quick-dry mesh and a genius foldable design. It tucks away in seconds, allowing parents to reclaim their clutter-free bathroom sanctuary once the splashing is over.

The Angelcare Multi-Purpose Bath Shelf is the ultimate upgrade for a stress-free, bonding-focused bath time routine.

For further information contact Chris Grech-Cini on the below.

cgrech-cini@angelcaregroup.com www.angelcarebaby.com 12

nursery today

News March.indd 4

10/03/2026 23:59

retail CHELSEA BABY

Handpicked

for Parenthood

As Chelsea Baby continues to evolve, Director, Raj Sanghera shares how the independent retailer is blending heritage, innovation and personalised service to meet the needs of today’s discerning parents. From long term bundles to compact folding travel systems, the business remains firmly focused on quality, trust and hands on expertise Can you tell us a little about Chelsea Baby, its background, and what you feel sets the business apart in today’s nursery retail landscape?

Chelsea Baby is an independent nursery retailer founded by two fathers who were passionate about finding well designed, practical products for

their own families. Now led by the next generation, the business continues to focus on quality, functionality and thoughtful design.

What sets us apart is our carefully curated product selection. We prioritise premium, eco conscious brands that combine innovation with longevity. Alongside this, we

offer knowledgeable, personalised customer service, ensuring parents feel informed and confident in the decisions they make.

Brand trust is “extremely important.

Consistent product quality, reliability and positive customer experiences are hallmarks of loyalty.

”

What are the main consumer trends you’re currently seeing among parents shopping for nursery products?

Bundles for the longer term and it is all about the fold. We are seeing customers consider bundles that provide solutions for a longer period, for example choosing a second car seat and base that will take their child from birth to four years, up to 105cm.

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The second trend is definitely compact folding products. Parents want convenience, space saving design and ease of use. Folding prams from Silver Cross, Venicci and Oyster are attracting a great deal of attention.

How would you describe your typical customer, and how well researched are they before coming into store or making a purchase?

We do not have a typical customer, they are all individual and unique and that is how we treat them at Chelsea Baby. Our customers are generally very well researched. They have done their due diligence before they come into store and know what features and styles they are looking for. We help fill in the blanks and answer any remaining questions.

We also see some soon to be parents who feel bewildered by the level of choice, and we are always happy to guide them through the brands, features and options available.

Have you noticed a shift in consumer spending habits during the current economic climate?

nursery today

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The cost of living has remained challenging over the last few years, so we have seen consumers become more savvy, hunting for deals and looking carefully at their budgets. That is why we offer all new customers 10 per cent off, free delivery on purchases over £50 and the Chelsea Baby Club, where customers can reserve

pushchairs, travel systems and furniture, making payments in instalments and spreading the cost.

How important are established brand names to your business, and are customers also open to discovering newer or niche brands?

Brand trust is extremely important.

Consistent product quality, reliability

“ Products such as the Silver Cross Cove, the

Cybex Cloud T, the Doona X, the Cozy N Safe Stanford and the Joie Finiti travel system are all performing strongly. The market truly offers some outstanding solutions for parents

”

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retail CHELSEA BABY

and positive customer experiences are hallmarks of loyalty. We see that with brands such as Cybex. However, newer brands are certainly making headway.

We have seen brands such as Momcozy grow quickly, with customers loving the ease of use and attention to detail.

Is there a particular nursery category or hero product performing especially well at the moment?

Products such as the Silver Cross Cove, the Cybex Cloud T, the Doona X, the Cozy N Safe Stanford and the Joie Finiti travel system are all performing strongly. The market truly offers some outstanding solutions for parents.

“ We prioritise

premium, eco conscious brands that combine innovation with longevity.

”

How important is the in-store experience, particularly hands on product demonstrations, in supporting customer confidence and sales?

Massive. Customers want to see exactly how products work and how they will support everyday life before committing to a purchase. Are they compact, how do they fit together, are they comfortable, where are the brakes. Our team is always on hand to demonstrate products and reinforce customer confidence.

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What role does social media play in connecting with customers and driving engagement?

We are firmly in the social media era and it provides another valuable route to customers. Platforms such as TikTok and Instagram help showcase products to their full potential and drive both online engagement and store visits.

What type of support do you receive from the brands you stock, and what makes the biggest difference?

Communication is key. New product launch information, demonstrations, customer service support and regular check ins are all vital to a strong working relationship. We work well with all our brands, but a special shout out to Cybex (Michaela Jennings), iCandy (Guy Appel) and Silver Cross (David Mansfield) who always go above and beyond in their support.

How do you stay up to date with new products and innovation within the nursery sector?

With Nursery Today of course, alongside regular conversations with brand representatives and customers, and staying active on social media.

When considering new products or brands, what factors influence your decision to onboard them?

At Chelsea Baby our products are handpicked for parenthood. It is not just a slogan. We always ask ourselves, would I buy this product? If the answer is yes, it earns its place in our collection.

Are you looking to expand into new categories or bring in new brands?

We have recently signed up with Inglesina and Momcozy. Both are performing well in store and online,

At Chelsea Baby our products are “ handpicked for parenthood. It is not just a slogan. We always ask ourselves, would I buy this product? If the answer is yes, it earns its place in our collection.

”

and we are always on the lookout for innovative, high quality additions.

Finally, are there any exciting plans or developments you can share?

Chelsea Baby has big plans for 2026.

We are currently undergoing a rebrand and our new website launched on 25 February. The store is being refitted internally to showcase even more fantastic products, and a larger new front sign will be installed in early March.

Adding to the excitement, one of our Directors will be completing 20 marathons in 2026 in aid of Birmingham Women’s and Children’s Hospital, with proceeds going to support its vital work. Check out our blogs for more details!

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Built for Everyday

Movement A versatile duo trailer that adapts effortlessly from cycling to strolling for modern family routines.

Spring is here, and little ones are ready to explore. From nursery mornings to relaxed afternoons in the park, the hauck Dryk Duo Plus moves naturally with family life.

Effortlessly transforming from bicycle trailer to buggy, it adjusts to changing plans without disruption. Rear suspension and air-filled tyres cushion uneven surfaces, while the swivel front wheel offers intuitive steering in busy spaces. Measuring just 79 cm wide, it navigates doorways and pavements with ease.

Inside, two children sit comfortably and securely with height-adjustable 5-point harnesses and generous space. Integrated storage keeps daily essentials within reach, and the adjustable handlebar ensures ergonomic handling for parents.

With compact folding, LED lighting, reflectors, UV50+ protection and a weatherproof cover, the Dryk Duo Plus makes every outing feel lighter - and every moment together more effortless.

info@hauckuk.com | www.hauck.de/en

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Retail Int ChelseaBaby.indd 4

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Making sure everything Making sure everything retail ready for the is is Retail Ready for the smallest customers. smallest customers

Our full suite of Retail Ready services includes: Relabelling Barcode and price labelling RFID tagging & verification Kitting and gift-set builds Metal detection Quality control inspections PAT Testing and Retail/marketplace compliance

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Range expansion trend sees prioritisation of pre-retail logistics Consumer demand for greater choice is driving a trend of range expansion in the baby and nursery market. Stuart Greenfield from Advanced Supply Chain (ASC) looks at how this is pushing retailers and suppliers to strengthen pre-retail logistics.

Abercombie & Fitch has just announced a debut baby and toddler collection, meaning it now offers clothing for every stage of childhood. Its expansion reflects a wider industry shift towards broader and more diverse SKU ranges. The Entertainer reported more than 20% growth in 2025 – a year when it announced its biggest ever range refresh with 200 new products.

Other brands widening their portfolios include Pramworld, which launched its own brand Amaati last year, while Boots and Mollie King added 60 new Maybe Baby styles in Spring/Summer 2025. Last year was also a busy time for Mori’s expansion and diversification, with the acquisitions of Storksak and Babymel, and Kidly.

Expanding SKUs is helping retailers and brands to compete with the variety of marketplaces and satisfy a growing shopper appetite for easy, one-stop-shopping.

However, selling a greater number of products can quickly impact speed to market, stock availability, sustainability and shopper satisfaction. It’s for these reasons that retailers and their suppliers are prioritising improvements throughout pre-retail processes and compliance.

Three pre-retail problems Pre-retail logistics is a crucial part of supply chains, where products are prepared for sale. The biggest challenges during this stage typically involve deliveries, quality and labelling. Too often, products fail to reach retailers on time, in the correct quantities or in the right condition and format.

Non-compliant orders create frustration throughout supply chains, as goods are unnecessarily moved about to fix issues. This increases the risk of bottlenecks, outof-stock situations, missed sales opportunities, customer dissatisfaction and avoidable vehicle movements and supply chain mileage.

Solving the problems Overcoming pre-retail problems requires greater automation, digitalisation and connectivity. This often starts with something as fundamental as labelling.

When ASC is brought in to review supply chains, we often find there’s still a huge reliance on manual processes. Paper-based stock logs and hand-written labels are still common in warehouses and distribution centres, mainly because operatives move about so much.

Digitalising and automating labelling speeds up workflows and removes errors caused by illegible handwriting. With the right technology, labels can be printed on demand, with templates configured to match each retailer’s specifications. This ensures all the required information is correctly displayed on-pack, boosting compliance and eliminating issues caused by non-compliant orders.

Automated labelling also creates a strong foundation for better connectivity and data accuracy across a supply chain. In ASC fulfilment centres, for example, mobile, touchscreen kiosks connect directly to a web-based supply chain management system. As soon as data is entered and labels are printed, information is shared in real time to support enhanced carton tracking and stock inventory visibility.

Increased connectivity allows deliveries to be consolidated, reducing vehicle movements, cutting supply chain mileage and minimising the risk of delays.

Ultimately, these steps help ensure orders reach retailers in the right format, first time. Products arrive in a ‘retail ready’ condition, enabling faster time to market and reducing packaging waste. Strengthening pre-retail processes helps create the ability to move a higher volume and variety of goods efficiently and effectively.

To find nd outt more m ea about utt optim o optimising im mising g pre-retail pre-re p -re retail log logistics lo og to get products ‘Retail Ready’ visit sit www.advancedsupplychain.com www ww w.adva van anceds dsupply ds plyc lychain ain. n.com m or em o email mail a enquiries@advancedsupplychain.com enq nq quiries es@adv es@ dva vanced ced edsupp ppl plycha hain ain.com om m

Interview BABYSTYLE

Design, Value and R With strong roots in the UK nursery sector, BabyStyle continues to shape its wheeled goods range through a combination of design inspiration, retailer collaboration and careful attention to market demand. Managing Director Andy Crane discusses how the brand develops new products, balances style with practicality and supports retail partners in a competitive marketplace.

Where does BabyStyle find inspiration for new wheeled product concepts, and how do those ideas evolve from initial sketch to finished product?

BabyStyle closely follows market developments, retailer feedback and emerging fashion trends. By analysing customer needs, competitor activity and social media, we identify gaps in the market and predict future trends in colours, materials and design.

Once an idea is formed, it begins with initial sketches and concept discussions. The design is then developed through sampling and prototyping, where functionality, safety and aesthetics are refined. Prototypes are tested and adjusted before moving into full production.

As a business rooted in the UK nursery sector, how does BabyStyle use close relationships with retailers and real time market feedback to shape future developments rather than simply following wider trends?

BabyStyle utilises its close relationships with retailers to shape future developments based 20

on real time market insight rather than simply following wider trends. Retailers act as our vital eyes and ears, providing direct feedback based on their experience about what works well, what challenges they face and what features they are looking for in new products.

This ongoing communication allows us to develop products that are commercially relevant, practical and aligned with real demand, rather than relying solely on broader industry trends.

How do you balance price positioning with features and functionality in your wheeled goods range to ensure they resonate with both retailers and parents?

Pricing is always a paramount decision and we never compromise on quality. With the rising cost of living, we ensure our products offer genuine value for money, focusing only on features that truly enhance functionality and everyday use.

At the same time, we maintain price points that allow for strong retailer margins. By balancing meaningful innovation with commercial awareness, we create products that appeal to both parents and retailers.

Style is increasingly important to parents. How does BabyStyle approach

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Retail Insight design details, materials and colourways to deliver a premium look while maintaining everyday practicality?

We have found style to be a major motivating factor for parents when purchasing a stroller package today. Therefore, we look beyond the nursery sector and draw inspiration from the wider fashion industry. By analysing trends in handbags, clothing and accessories, we gain insight into emerging colour palettes, fabrics, textures and finishes that influence modern consumer taste.

However, while aesthetics are important, practicality remains just as essential. Materials are carefully selected not only for their premium look and feel but also for durability, ease of cleaning and everyday performance.

Are there particular wheeled formats, such as travel systems, compact everyday pushchairs or multi functional modular options, that are proving especially popular with your retail partners?

Within travel systems, lay flat, 360 spin infant car seats are proving particularly popular with consumers, offering greater flexibility and comfort.

This is why we are especially looking forward to adding these to our Oyster and egg packages with the arrival of the Oyster Capsule 360 and egg Shell 360 in April.

Cabin approved folding strollers are currently one of the fastest growing areas, as parents increasingly look for lightweight, travel friendly solutions that do not compromise on quality. The success of our egg Sky highlights this demand for compact yet premium travel options. Building on that momentum, we have an exciting collaboration for the egg Sky on the horizon, which we believe will be a major success with our retailers.

BabyStyle has engaged in brand collaborations in the past. How do these partnerships influence your wheeled product strategy and what added value do they bring to retailers?

Brand collaborations play an important role in the recent success of our product strategy, allowing us to work with distributors across the world that share similar values around design, innovation and premium positioning. Our collaboration with Aston Martin and the egg3 was something I had wanted to bring to life for many years due to the natural synergy between the two brands.

Both egg and Aston Martin are design led, aspirational British brands with a focus on craftsmanship and attention to detail. The effect of the collaboration, being a true partnership, has brought global exposure and significant brand kudos. For retailers, it has created excitement in store, attracted new customers and offered a differentiated premium product that stands out in a competitive market.

Social media continues to shape buying behaviour. How does BabyStyle use digital platforms and influencer engagement to support retailers and drive interest in new wheeled launches?

Social media plays a key role in shaping buying behaviour and we use it strategically to build excitement around new wheeled launches while driving traffic back to our retail partners.

Collaborations such as our work with Georgia Harrison help us reach engaged and relevant audiences while creating authentic visibility around our products.

We use teaser campaigns to generate anticipation ahead of launch, giving customers a first look and then directing them to visit their local

retailers to see and experience the product in person.

Alongside this, we actively share and amplify strong retailer content across our platforms, supporting their marketing efforts and reinforcing the importance of the in store experience. This approach allows us to build brand awareness digitally while keeping retailers at the centre of the customer journey.

Finally, what practical support does BabyStyle provide to nursery retailers, from staff training to point of sale materials, and what advantages do retailers gain by stocking your wheeled goods?

BabyStyle provides strong, consistent margins to give retailers commercial confidence in stocking our wheeled goods. We support stores with high quality point of sale materials, including branded totems, consistent stand designs and bespoke displays tailored to individual retail spaces.

We also offer staff training with our brand representatives, independent exclusives and ongoing social media support by sharing retailer content and driving customers in store. This combination of commercial strength, in store presence and digital backing gives retailers a well supported premium brand that helps increase footfall and sales.

www.babystyle.co.uk

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feature WHEELED GOODS

iCandy Unveils the Core 2 iCandy is proud to unveil the Core 2, the latest evolution in its pushchair portfolio and the brand’s most premium single pushchair to date.

Wheels that

work harder

Changing lifestyles, urban living and a growing appetite for travel friendly solutions are reshaping the wheeled goods category. Parents are increasingly looking for pushchairs and strollers that combine compact design, practicality and style, while nursery retailers continue to benefit from a category that delivers strong value and loyal customers.

Wheeled goods remain one of the most important product categories within nursery retail, balancing everyday practicality with design appeal. As family routines evolve, so too do expectations around what a pushchair or stroller should deliver. Compact design, simple folding systems and travel friendly features have become central to purchasing decisions, particularly for families navigating busy urban environments or frequently on the move.

Retailers are also seeing innovation arrive at pace. Jolly Tots Managing Director Lorretta Owen notes there has been an explosion of folding carrycots entering the market, first highlighted at the Harrogate International Nursery Fair and now firmly arriving on shop floors, with many brands actively developing their own versions.

Seasonal demand also continues to shape the category. According to Lorretta, the arrival of stroller season has already brought a noticeable uplift in demand, particularly for lightweight and compact models. Cabin friendly designs are proving especially popular, although retailers often find themselves managing customer expectations around airline approval and price points.

Lifestyle changes are also influencing product development. Urban living, smaller car boots, regular travel and households with multiple carers are all fuelling demand for compact solutions. Nora Baby’s UK Sales Director Michael DeCotis explains that while compact models are increasingly important, parents still expect high levels of suspension, durability and comfort for longer outings.

For independent retailers, wheeled goods remain a valuable category both commercially and experientially. iCandy Head of Sales Cath Needham highlights that stocking strong brands within the category can deliver healthy margins and higher average order values, while also creating an engaging in-store experience that helps build long term relationships with families seeking trusted advice.

Despite the growth of online research and comparison shopping, many parents still choose to visit nursery stores in person before making a final decision.

Demonstrations, expert guidance and the opportunity to physically test folding mechanisms or handling continue to play an important role in the buying journey.

Innovation across chassis design, materials and styling also continues to move the sector forward, with brands placing strong emphasis on combining performance with modern aesthetics. As the category evolves, retailers remain well positioned to guide parents through a wide range of options, from practical everyday strollers to premium travel systems designed to support family life from newborn through to toddler years.

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Following the success of the original Core, the Core 2 has been redefined to meet the evolving needs of modern parents – offering enhanced comfort, elevated design and effortless functionality.

With simplicity perfected, the Core 2 embodies an understated, minimalistic and streamlined aesthetic, appealing to parents who value modern design, practicality and fuss-free living.

The Core 2 retains the revolutionary DNA of its predecessor while introducing refinements for even greater usability. More lightweight, dynamic and agile than ever before, the Core 2 blends a beautiful design with ultimate comfort for baby from day one.

Design-led updates also elevate the aesthetic: updated fabrics with a super-soft hand feel and matte leatherette accents all come together for a pushchair that feels as premium as it looks. The handlebar has been restyled with a ‘floating’ trigger housing to align with iCandy’s iconic Peach, Orange and Pip models, while a modernised basket further enhances practicality. An even larger extendable canopy with UPF 50+ protection completes the design, delivering both style and comfort while providing excellent shade for little ones. Finally, a new tyre pattern adds the finishing touch, reinforcing the balance of form and function.

For parents seeking even more flexibility, an optional Hub Light with key and charging cable is available as an accessory, making the Core 2 as innovative as it is stylish. The side positioning ensures this feature is particularly powerful when out and about in dark and low light conditions.

Available in three trend-led colourways – Storm Grey, Sandstone and Black, each paired with a sleek Matte Jet Black chassis – the Core 2 delivers style without compromise.

www.icandyworld.com

New Travel-Ready Stroller

Debuts

The JoviKids award winning Ayla Pushchair launches as a compact, airline-approved stroller with effortless autofolding and travel system compatibility, designed for modern families on the go.

JoviKids has just unveiled its latest innovation: the Ayla, a compact and airlineapproved stroller made for busy families. Built to meet IATA cabin size guidelines, the Ayla conveniently folds into an ultra-compact size with a one-handed automatic fold, making it easy to handle for flights, public transport and everyday outings.

Suitable from Birth up to Approx. 22 kg, this lightweight yet robust stroller offers premium comfort with multiple recline options, puncture proof wheels, large ventilation and a UPF50+ canopy. The included adapters allow seamless integration with infant car seats, including the JoviKids Aria, transforming the Ayla into a complete travel system.

Supplied with a footmuff, cupholder and dedicated travel backpack, the Ayla is perfect for family holidays, city commutes and everyday adventures combining practicality, style and comfort in one travel-ready package.

www.jovikids.com

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feature WHEELED GOODS

Head into

spring!

A premium 3-in-1 duo trailer transforming seamlessly from bike trailer to buggy and outdoor companion for active families.

As families embrace longer days and lighter evenings, the hauck Bike N Walk Duo offers the freedom to explore without compromise. This refined 3-in-1 design converts in just a few simple steps from bike trailer to buggy or sport mode, with drawbar, two couplings, buggy and sport wheels, safety flag and pump included as standard.

Designed for one or two children (up to 22 kg each, 120 cm), it features individually adjustable ergonomic seats with head padding and 5-point harnesses for lasting comfort. The flexibly adjustable suspension absorbs uneven terrain – from kerbs and cobbles to woodland paths – ensuring a smooth, controlled ride.

A height-adjustable handlebar with generous legroom, combined hand and foot brakes, plus a wrist strap, support confident handling. An LED rear light and reflectors enhance visibility, while the 3-in-1 canopy with rain cover, UPF 50+ sun protection and breathable mesh keeps children comfortable in every forecast.

Compact folding and XL 6 kg storage complete this thoughtfully engineered outdoor essential.

Contact: Sales enquiries contact: info@hauckuk.com www.hauck.de/en

NEW Mercedes AMG GT² Pushchair

Mercedes have released the New AMG GT2 pushchair for 2026 in the iconic Siena Braun colourway.

Developed in association with the Mercedes-Benz Design Team, the AMG GT² pushchair combines sleek design, practical functionality and iconic, unmistakable AMG styling.

The AMG GT² is compact when folded. The lockable, front swivel wheels are equally at home on any terrain and the twin-spoke wheels in the original AMG design ensure a smooth and stylish ride. The AMG GT² has everything you could wish for in terms of comfort. The seat unit and carrycot are lovingly crafted by hand.

The reversible, multi position, reclining seat unit includes a height-adjustable footrest, fold-out sun visor, 5 point harness with magnetic buckle and safety bar with safety lock and step-in function. The height-adjustable handle has colour-coordinated, high-quality decorative stitching and the chassis includes a unique hand brake system and has integrated universal car seat adaptors.

Bag 2 go organiser, raincover, cup holders and shopping basket and universal car seat adaptor come as standard.

TEL: 01902 965882 info@mercedes-baby.com

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BIKE N WALK DUO

The premium all-in-one for active families

3-in-1

walking

bike trailer, pushchair & sports companion

All-in-One Set incl. drawbar, 2 couplings, pennant, pushchair, sports wheel and air pump

sports

Well-protected 3-in-1 canopy made of rain cover, sun cover (UPF 50+) and mesh

cycling

Maximum comfort • children up to 22 kg each • individually adjustable seats • adjustable suspension

Contact details for further information: Sales enquiries contact: info@hauckuk.com | Website: www.hauck.de/en

feature WHEELED GOODS

Wheels, Value A As Managing Director of Jolly Tots, Lorretta Owen shares her candid insight into today’s wheeled goods market, from folding carrycots and colour trends to the growing importance of value, research and in-store expertise.

What trends are you seeing in wheeled goods at the moment, and have you noticed any changes in what today’s parents are looking for?

There has been an explosion of folding carrycots on the market. Harrogate International Nursery Fair showcased them, and now we are seeing them land firmly on the shop floor. If a brand has not launched one yet, they are certainly working on it.

It is a clever concept. The ability to fold the carrycot with the frame feels like real innovation, particularly as car boots continue to get smaller.

However, the convenience of folding as one piece can be outweighed by the overall weight when folded. We have seen customers genuinely surprised when they try to lift a chassis with the carrycot still attached. What looks streamlined on paper can feel very different in practice.

On the flip side, there is still strong appeal in a two piece fold. Being able to collapse the frame separately and fold the carrycot down on itself often creates more practical boot space and a more manageable lift, something many customers only fully appreciate once they try both options in store.

Colour trends remain consistent, with beige and brown tones continuing to dominate. These warmer neutrals are proving incredibly popular with customers who want longevity and versatility from their purchase.

We are also seeing brands push bundles far more than in previous seasons. These packages are performing particularly well both online and in store. It feels like a smart move, customers are increasingly focused on maximising value and wanting more from every pound they spend, liking the idea of a one time purchase.

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When customers are shopping for their first set of wheels, what tends to matter most, for example brand name, practicality, price, or how it looks?

We are seeing customers who want everything, and more.

For some, brand name or social media influence is the main driving force. The reassurance of a well known label or a product they have seen online can heavily shape their decision making process.

Overall, travel systems remain a core category for us, but compact, lightweight and cabin friendly options are seeing rapid growth, particularly as families prioritise flexibility, travel and value.

At the other end of the scale are highly practical buyers. These customers want a pushchair that works across every element of their lifestyle, school runs, countryside walks, city trips, travel and storage, often with longevity in mind for future children. They are thinking long term, analysing functionality, durability and adaptability in detail before committing.

What is consistent across both types of customers is the importance of price. Budget is now a driving factor in virtually every purchase. We are seeing customers visit store two, three, four or even five times before making a final decision. A few years ago, many would have made their purchase on the first visit. Now the journey is much longer and far more considered.

Even once a purchase has been made, the research often continues. Customers are still price checking during the 14 day return window, sometimes attempting to secure a better deal elsewhere and returning if they feel they can save.

Today’s consumer is more informed, more cautious and significantly more price aware. The emotional purchase is still there, but it is now heavily balanced against value, reassurance and the need to feel they have made the absolute best financial decision.

Are certain styles working well right now?

Absolutely, but some categories are performing far stronger than others.

We sell a significant volume of travel systems. Every brand on our showroom floor has to earn its place. If we trial a brand or model and it does not generate orders, we move it on. Space is money, and every display spot has to justify itself.

We are just coming into stroller season, and since the half term holiday we have already seen a noticeable spike in demand. Lightweight and compact options are leading the charge, particularly cabin friendly models. Managing customer expectations around what is truly airline approved, and what sits within budget, can sometimes be challenging, but the appetite is undeniably there.

The Red Kite Xplor is almost guaranteed to be a sell out this year. Cabin approved and under £100, it is hitting a very sweet spot in the market. Now we just need it in beige and brown to match current colour trends.

The Joie Parcel LX continues to be a huge hit with customers. While it is not cabin approved, the quality for

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Overall, it is an exciting time. There is innovation, strong brand performance, and a real mix of style, practicality and price conscious options driving sales.

In store, what really helps seal the deal?

The service we are able to offer in store is a real strength, and something that simply cannot be replicated online.

We can guide customers through alternative options they may not have previously considered, often opening their eyes to products that better suit their lifestyle or budget. Being able to physically demonstrate features makes a huge difference to confidence and decision making.

Practical support is where bricks and mortar retail truly stands out. We can take products outside and try them in the boot of a customer’s car, ensuring they genuinely fit their space. We can check car seat compatibility and installation, giving reassurance that everything works safely and correctly before they leave the store.

Colour is another key factor. Fabrics and finishes can look very different in real life compared to online images. Seeing tones in natural light, particularly with current trends like beige and brown, helps customers feel confident in their choice.

Most importantly, customers get the opportunity to road test products. They can push them, fold them, lift them and assess whether the weight is manageable for them personally. Online purchasing does not allow for that hands on experience, and when you are investing in something you will use daily, that physical interaction is invaluable.

In store retail provides reassurance, expertise and real world testing, all of which are becoming even more important as customers grow more considered and cautious in their purchasing decisions.

e And Voice day to day use is exceptional. The added travel bag is a real bonus for families heading on holiday, and it offers strong perceived value.

Meanwhile, the Silver Cross Breez has been a standout success in our Evesham store. Customers are loving the smaller chassis and folding carrycot, it is ideal for city living and tighter storage spaces. It feels like a product that really understands modern lifestyle needs.

Overall, travel systems remain a core category for us, but compact, lightweight and cabin friendly options are seeing rapid growth, particularly as families prioritise flexibility, travel and value.

Do you have a real hero brand or standout product in the category at the moment, and what makes it such a strong seller?

I could not possibly choose just one brand, there are exciting developments happening across the board.

As mentioned before, and I am sure others would agree, Silver Cross are absolutely flying at the moment.

Customers simply cannot get enough of their models.

There is real strength in the breadth of the range, from travel systems through to compact options, and the brand continues to carry huge trust and recognition.

Nuna and Joie perform consistently well for us.

The quality is excellent, and importantly there is something for a wide range of budgets. Customers are particularly drawn to the colour coordinated car seats and accessory options, that cohesive, styled look really resonates.

I am also very excited by the new launches from iCandy. The iCandy Pip in Muddle Puddle would be my personal IATA approved choice, I absolutely love it. It is a fantastic example of function meeting style in the cabin friendly category.

Meanwhile, Cosatto remains a top seller for us both online and in store. They are incredibly supportive of the independent retailer, which makes a real difference.

The quality of the products, especially the Cosatto Giggle 4, is outstanding for the price point, and customers recognise that value.

Overall, it is an exciting time. There is innovation, strong brand performance, and a real mix of style, practicality and price conscious options driving sales.

Have you seen a shift in how parents research and buy wheeled goods, and does the journey look different online compared to in store?

Social media is often the first port of call for customers making a considered purchase. Platforms such as TikTok, Facebook and Instagram are full of reviews, comparisons, influencer recommendations and must have lists. By the time many customers walk through the door, they have already done hours of research and have a shortlist in mind.

What is interesting, though, is that once they are in store, they often arrive with a far more open mind than expected. While they may mention a brand they have seen online, they are usually willing to explore a variety of options before narrowing it down to one or two final choices.

They typically require a lot of guidance and often make several visits before committing. The decision making process has become much more layered and thoughtful.

We also frequently see multiple generations shopping together, grandparents, siblings and partners all offering opinions. While it is lovely to see families involved, sometimes too many voices can make the decision harder. It is not uncommon to hear customers say they feel overwhelmed.

That is where in store expertise becomes so valuable.

Cutting through the noise of social media, balancing opinions, and focusing on what genuinely suits that family’s lifestyle and budget can turn an overwhelming experience into a confident, informed purchase.

How much do colour and styling influence the final decision, and are you spotting any emerging looks for the year ahead?

It really does depend on the customer.

Some are very image conscious. For them, aesthetics, brand perception and how the pushchair looks out and about are hugely important. Colour, styling and social media presence can strongly influence their decision.

They want something that feels current, aspirational and aligned with their lifestyle.

Others are purely focused on practicality. Their priority is functionality, how easily it folds, how it fits in the car boot, durability, weight, storage space and overall value for money. For these customers, performance will always outweigh appearance.

Most sit somewhere in the middle, trying to balance style with substance. The key is understanding which way each individual customer leans and guiding them accordingly, ensuring they leave with a product that not only looks right but genuinely works for their everyday life.

Do customers treat their first set of wheels as a big investment or even a trophy purchase, and does that affect how much they are willing to spend?

Again, it depends on the customer. Some people like to show how much they can afford to spend. Others are quite happy to buy within their means. We often find that those with the most money are not necessarily the biggest spenders. nursery today

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feature WHEELED GOODS

Trusted Growth, Real Momentum In a competitive and fast evolving wheeled goods market, clarity of vision matters. Nora Baby’s UK Sales Director, Michael De-Cotis, shares how JoviKids is building a trusted, design-led brand in the UK, focusing on sustainable growth, retailer partnerships and practical innovation that genuinely resonates with modern families.

How would you describe the long-term vision for JoviKids in the UK market?

Our long-term vision is to establish JoviKids as a trusted, accessible and design-led choice for modern UK families.

We are not interested in chasing volume for its own sake.

Instead, our strategy centres on sustainable growth, identifying genuine gaps in the mid-market, responding to retailer feedback and developing products that deliver consistent sell-through rather than short-term hype.

Over the next three to five years, wheeled goods and car seats will form a core pillar of our business. We are expanding into high-demand subcategories such as compact and travel systems, increasing our travel solution range with products like our 3-in-1 suitcase, supporting independent retailers with differentiated models and maintaining absolute consistency in quality.

Ultimately, our ambition is for JoviKids to be recognised as a commercially reliable brand that retailers can grow with long term.

The Ayla models have gained traction with retailers.

What feedback have you received regarding their performance, design and day-to-day usability?

The response to the Ayla range has been extremely encouraging. Retailers consistently highlight three strengths.

First, practical and parent-friendly features. From the one-hand fold to generous storage and intuitive adjustments, usability has driven positive feedback.

Parents want convenience without complexity and Ayla strikes that balance.

Second, a modern and clean aesthetic. The design feels contemporary without being trend driven to the point of dating quickly. Retailers tell us the colourways sit confidently alongside more premium brands on the shop floor.

Third, smooth performance and handling. Suspension and manoeuvrability have exceeded expectations at this price point. Parents often comment on how lightweight yet sturdy the chassis feels in daily use.

Despite being on the market for a short time, the range has already secured two Platinum Loved By Parents Awards, a strong endorsement from real families.

Crucially, retailers report excellent conversion once parents trial the product in store, which is always the true measure of performance.

When reviewing potential additions to the portfolio, what key criteria must a new product meet?

Every product is evaluated against four core pillars.

• Retail viability is essential. It must offer strong margin potential and a clear USP that stands out on the shop floor, making it easy for sales teams to demonstrate and convert.

• Quality assurance is non negotiable. Every model meets UK safety standards and undergoes durability testing beyond minimum compliance. These products are used daily, so long-term reliability matters.

• Design relevance is equally important. As a global brand operating in over 20 countries, we carefully adapt our aesthetics, features, and functionality to suit UK lifestyles and preferences.

• Innovation also plays a central role. We are committed to developing practical travel solutions that genuinely simplify life for families.

Independent retailers need confidence not only in the product but in the supply chain behind it. Consistent availability, dependable support and long-term reliability are fundamental before any product joins the range.

Compact and travel-friendly formats are growing in demand. How important is this segment within your expansion plans?

This segment is extremely important. Urban living, smaller car boots, frequent travel and multi carer households have all driven sustained demand for compact solutions. Our newly launched cabin-approved stroller reflects this lifestyle shift.

However, compact must never mean compromised.

Parents still expect proper suspension, robust build quality and comfort for longer outings. Our approach ensures travel-friendly models remain practical as everyday pushchairs, not simply airport accessories.

We see this category as one of the strongest growth opportunities for 2026 and beyond.

How does JoviKids balance functionality, styling and competitive pricing?

Our approach is simple, deliver more features at a highly competitive price point without compromising quality.

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We design our wheeled goods to be over specified for the mid-market, incorporating smooth suspension, easy fold mechanisms and generous storage that parents genuinely use day to day. By focusing investment on performancedriven components and efficient manufacturing, we maintain strong build quality while keeping pricing accessible.

The result is contemporary, well specified products that offer excellent value for parents and strong sell-through potential for retailers.

How are you using marketing and digital platforms to build awareness and support retailers?

Our digital strategy is social first and focused on real life usability. We showcase products in everyday situations, from school runs to weekend walks and travel scenarios.

Parents want to see performance in action, so short form video, feature demonstrations and practical comparisons are central to our approach.

Supporting retail partners is equally important. We collaborate closely with independent and national accounts, tagging, sharing and amplifying their content to direct traffic into stores and onto their websites. Brand awareness must ultimately convert at retail level.

We are also investing heavily in high quality digital assets, including infographics, lifestyle photography, detailed feature videos and ready to use social content. This enables retailers to present the range consistently and confidently across their own channels.

For us, digital marketing is not about competing with retailers, it is about strengthening the ecosystem around them.

What practical support do you provide retail partners, and where do you see the biggest growth opportunities?

Support goes far beyond supplying product. We provide high quality lifestyle imagery and video demonstrations, along with display models so customers can properly experience the product in store, which is crucial in wheeled goods.

Collaboration remains central. We run joint social campaigns, create shared content and amplify store visibility through our platforms. Regular product training ensures sales teams remain confident and up to date.

Commercial transparency underpins everything. The margins agreed are margins delivered, not just on paper.

That trust supports long-term partnerships.

Looking ahead, we see strong growth across travel focused categories, from cabin-approved and ultra compact strollers to lightweight travel systems and car seats. Parents are increasingly value conscious but still expect performance, safety and contemporary design. Fully featured products at accessible price points within the broader travel sector represent a significant opportunity over the next year.

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feature WHEELED GOODS

Contemporary

travel

The Bébécar FACE pram is a contemporary travel system designed for modern families seeking refined style alongside intelligent everyday functionality.

Its luxury carrycot features a three-layer fabric construction using natural materials to deliver enhanced thermal and acoustic insulation, complemented by a reclining backrest, integrated visor and UPF50+ protection for year-round comfort. The ultra-compact reversible seat unit folds in either direction and supports children from birth up to 22 kg, ensuring long-term usability.

A lightweight chassis with telescopic folding system and smooth suspension enhances manoeuvrability, while travel system compatibility with the Easymaxi car seat provides seamless transitions, creating a versatile solution for life on the move.

For stockist information contact Phil Bosher on the below.

phil.bosher@babycentral.co.uk

Iconic car seat

and stroller Doona X represents the next generation of the iconic Doona Car Seat & Stroller, introducing three recline positions – sit, relax and full lay-back – for enhanced comfort and ergonomic support.

Featuring an integrated, adjustable harness and headrest, Doona X complies with the European i-Size safety regulation (R129).

Patented shock absorbers and a smooth-release system deliver a safer, smoother ride, while the included Doona SIP add-on provides advanced side-impact protection.

As a fully integrated travel system, Doona X seamlessly transitions from car seat to stroller in seconds, offering a premium, practical solution for modern families on the move.

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Forward facing lightweight stroller Breeze through every day with the latest lightweight umbrella stroller from Joie, made for life on the go.

Suitable from birth up to 15kg, couri is a forward-facing stroller with a with a flat reclining seat that makes it ideal for little ones that still need to snooze on the go.

The all-wheel suspension will keep them riding in comfort on even bumpy terrain, while the adjustable canopy will keep them sheltered from the elements. Whether they want to take in the sights or sit back and relax, the multi position corded recline has an option to suit them.

uksales@joiebaby.com www.joiebaby.com

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feature WHEELED GOODS

The Nuna SWIV enters

the BMW collection Discover new directions with the new SWIV BMW collection Umber.

More than a collaboration, Nuna x BMW is a statement. It affirms that safety and function shouldn’t compromise luxury and style

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he Nuna BMW collection is a seamless fusion of precision engineering and elevated design that brings together two names synonymous with innovation, performance and refined aesthetics. Nuna now introduces the fourth member of the Nuna X BMW family, the SWIV in Umber.

At its core, this collection reflects a shared commitment to uncompromising standards. For Nuna, that means thoughtful functionality, intelligent safety features and durability built for modern family life. For BMW, it means meticulous craftsmanship, product integrity and design that balances performance with sophistication. Together, they have created a range where every detail serves a purpose, and every finish tells a story.

The SWIV in Umber introduces a muted, earthy brown that feels both contemporary and timeless. Subtle yet

distinctive, it is elevated by the signature BMW Crystal pattern, woven and stitched with precision into the seat fabric. This detailing is a quiet nod to BMW’s heritage of texture and form, reimagined for a new generation of explorers.

Underpinning the design is a black carbon fibre– reinforced aluminium frame, delivering strength without unnecessary weigh.

The pairing of the LYTL in Umber with the exclusive SWIV pushchair in Umber completes the experience. Together, they form a cohesive travel system engineered for seamless movement and styled for those who appreciate everyday luxury.

More than a collaboration, Nuna x BMW is a statement. It affirms that safety and function shouldn’t compromise luxury and style. That innovation can be elegant. And that everyday journeys deserve the same level of craftsmanship as the extraordinary ones.

With this collection, parents aren’t just choosing premium gear, they’re choosing to discover new directions, guided by design, driven by purpose.

www.nunababy.eu/uk/

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Nuna and BMW come together to redefine what it means to push boundaries with an iconic fusion of style and spirit—because your little one deserves nothing less than the ultimate ride. nunababy.com

feature WHEELED GOODS

Multi-child travel solution The WonderFold W4 Pro Luxe stroller wagon is a premium multi-child travel solution designed to make family outings effortless and enjoyable.

Light way to stroll

Graco’s award-winning Myavo is a stylish, modern stroller that weighs just 5.8kg, making it one of the lightest compact strollers on the market.

Myavo is suitable for newborns up to approximately 4 years old (0–22kg).

Myavo features an automatic, one-hand, one-second folding mechanism and a convenient stand-alone fold function.

It also includes a removable, rotating bumper bar, adjustable calf support, and a spacious, easy-access storage basket.

Myavo combines affordability with the style and convenience that modern families seek, making it an unbeatable choice for parents prioritising budget, practicality, and functionality.

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Seating up to four children, WonderFold W4 Pro Luxe stroller wagon features elevated, cushioned seats that can be positioned parent-facing or forward-facing, with reclining functionality and secure five-point harnesses for comfort and safety.

All-terrain wheels with suspension provide smooth manoeuvrability, while quick-release wheels allow for easier storage and transport when needed. The lightweight aluminium frame ensures durability without compromising handling, and an adjustable canopy offers reliable shade.

Generous storage, including a removable rear basket and cooler, enhances practicality, making the W4 Pro Luxe ideal for growing families and everyday adventures.

For stockist information contact Phil Bosher on the below.

phil.bosher@babycentral.co.uk

Sleek

sophistication Meet valora, the ideal pushchair for modern families navigating compact, urban spaces.

Engineered with first time parents in mind, valora blends intelligent design and lightweight performance with Joie Signature’s sleek sophistication.

At just 51.5cm wide, valora is elegant and lightweight. This 4in1 multitasking pram gives four strollers in one when combined with an infant car seat and carry cot – all on a compact frame.

Sold separately, the valora will team with i-Level Pro, sprint and calmi R129 as well as i-Snug 2 and i-Jemini. For those early newborn strolls, pair with ramble or ramble xl for a safe and ergonomic snooze.

uksales@joiebaby.com www.joiebaby.com

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Compact in size. Big on

comfort Venicci’s Tila pram features the revolutionary Up2Go system, letting the carrycot fold with the frame in a single motion, creating a compact, space-saving solution for city living.

Venicci’s Tila sets a new standard in urban prams with its innovative Up2Go system. For the first time, the carrycot folds together with the chassis in one smooth motion, producing a compact, easy-to-store unit ideal for tight city apartments, car boots, and crowded lifts.

Slim and lightweight at just 53 cm wide, Tila navigates narrow streets and urban corners effortlessly, while SoftMotion foam wheels and full suspension ensure a smooth ride.

Thoughtful features, including bamboo mattress, ventilated carrycot, one-button adjustable footrest, and safety-focused details combine with Italian-inspired design to deliver both style and practicality.

Available in four contemporary colours, Noce, Latte, Olive, and Sabbia and with a range of accessories, Tila transforms everyday city walks into a seamless, comfortable, and stylish experience for parents and children alike.

www.venicci.co.uk

DISCOVER VENICCI TILA

FOR MORE DETAILS PLEASE CONTACT US AT SALES@VENICCI.CO.UK

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feature WHEELED GOODS

Design Driven Parenting From global design showcases to real world family life, Cath Needham, Head of Sales at iCandy, shares how the brand blends engineering excellence, premium aesthetics and forwardthinking innovation to stay ahead in the competitive wheeled goods market.

Where do you find your inspiration for new product innovations in wheeled goods, and how do you turn that into design direction?

At iCandy, inspiration for new wheeled goods innovations comes from a blend of real world observation, in depth research and global design insight. Our Product and Design team closely observe how families interact with our products in everyday life, identifying opportunities to enhance functionality, comfort and ease of use. This user led approach is complemented by ongoing research into evolving parenting needs and behaviours.

We also draw inspiration from global design and lifestyle trends, attending leading industry exhibitions and internationally recognised events such as Salone del Mobile and Geneva Motor Show, where we explore innovations in materials, engineering and aesthetics.

These insights are translated into thoughtful, future focused design direction, ensuring every iCandy product balances style, practicality and premium performance.

How do you stay ahead of evolving consumer trends, particularly with changing lifestyles and purchasing habits?

This outward looking approach ensures iCandy’s products continue to stand out on the shop floor. Exploring interiors, fashion and innovation, and collaborating with international partners, helps us stay ahead of the curve and ensures our pushchairs are contemporary, stylish and highly functional. Both consumer and retail feedback play a huge role in shaping our products, ensuring every design is thoughtfully crafted, intuitive and genuinely useful for modern families.

What key features do consumers value most in their first set of wheels, and how has that shaped your product development?

Aesthetics remain central to iCandy’s appeal, with careful consideration given to every finish and texture. What sets iCandy products apart are the thoughtful visual details and premium finishes that combine style with functionality.

From carefully selected fabrics and textures to elegant trims, colourways and subtle design accents, every element is considered to create a cohesive, sophisticated look.

While style drives showroom impact, it is engineering that secures long term loyalty. At iCandy, engineering and design go hand in hand. We are constantly innovating to ensure our pushchairs are easy to use and built to last.

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Technical developments continue to excite the team.

We are exploring new materials and technologies that improve both strength and weight. Advanced chassis, high performance fabrics and innovative wheel designs all contribute to a superior ride. What excites us most is finding ways to combine cutting edge engineering with effortless usability.

Sustainability is becoming increasingly central to iCandy’s brand story. The launch of its IMPACT Team has been a major step forward, not just in environmental initiatives but also in community and charitable engagement. Circular design principles are already in motion through projects like the award winning iCandy ReGen concept. Through initiatives like the ReGen pushchair, we are exploring innovations that extend the life of our products without compromising quality. Our market leading 5 Year Warranty and iCandy iService are key pillars in this strategy, helping pushchairs stay in use for longer and reducing landfill.

There’s a noticeable shift toward cabin fold pushchairs. How has iCandy responded to this trend to meet evolving consumer desires?

At iCandy, we have responded to the growing demand for cabin fold pushchairs with the launch of the iCandy Pip, a major milestone as our first entry into the compact fold category. Pip reflects evolving consumer priorities around convenience, portability and travel friendly design, while maintaining the premium quality, engineering and aesthetic synonymous with iCandy.

Its strong reception from both retailers and parents highlights how successfully it meets the needs of modern families seeking lightweight, practical solutions without compromising on style or performance.

Pip’s commercial and critical success, including a Gold win at the prestigious iF Design Awards, reinforces our commitment to innovation led design. Its IATA cabin approved fold directly addresses increasing demand from travel ready parents, while collaborations such as the recent Muddy Puddle colourway with Peppa Pig demonstrate how we continue to evolve the range with fresh, relevant design. This approach ensures iCandy remains at the forefront of the wheeled goods category, delivering solutions that align with changing lifestyles and consumer expectations.

How important are colourways in this category, and are there specific colour trends you see dominating the year ahead?

We combine our own trend research with insights from fashion forecasters, making this an exciting part of the process. Events like Milan Design Week are a great source of inspiration. When it comes to colour trends, we typically look one to two years ahead, monitoring how trends evolve over time to ensure our products are both on trend and timeless.

The iCandy Pip Muddy Puddle introduces a rich dark brown hue with a sophisticated edge to the already strong line up. It has already proven extremely popular with retailers and consumers, providing customers with a stylish yet neutral option that complements a variety of lifestyles.

How does iCandy support its retail partners and what are the key benefits nursery retailers gain by stocking products in this category? iCandy supports its retail partners through dedicated account management with regular store visits, comprehensive product training including instructional videos, access to the iCandy Press Lounge for high quality imagery and marketing assets, bespoke display solutions, POS materials, social media and content support from its in house team, and immersive iCandy University Days.

For nursery retailers, stocking the category offers strong margins and high average order values, premium brand appeal that attracts quality conscious families, and the ability to deliver a confident in store experience that builds long term customer loyalty.

Finally, can we expect to see new launches this year and how will iCandy support these products to gain consumer awareness?

We are really excited about what is ahead in 2026.

We have already started the year with exciting new launches including the iCandy Pip Muddy Puddle travel stroller, iCandy Core 2 complete travel system and iCandy Cocoon 360 car seat and base.

Retailers and consumers can expect a major launch from iCandy next month, including fresh innovations, new colourways and thoughtful updates across our pushchair collections and beyond. While we cannot reveal everything just yet, we are focusing on designs that make life even easier for parents, with versatile features, practical upgrades and style led touches that reflect current and upcoming trends.

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Practical strolling

The Push Me Astro is a stylish, practical stroller designed to grow with a child from birth through the toddler years.

Smart, simple,

Its spacious, well-proportioned seat and multi-position recline ensure comfort whether little one is exploring the world or settling down for a nap. A smooth, one-hand auto-compact fold makes everyday use effortless, while the stroller stands independently when folded for convenient storage. Built with full suspension for a comfortable ride, it also features a viewing panel hood, PU leather handle and bumper bar, a generous storage basket, and a full rain cover - delivering exceptional value without compromising on style or functionality.

affordable JoviKids Unveils Twin TEL: 01454 326 555 | www.reditebaby.com

Graco debuts Tavira and Revaya travel systems.

Graco introduces two new travel systems designed for ultimate convenience family life and at an exceptional price. The new Tavira and Revaya systems prioritise reliability, comfort, and safety. Suitable from birth to four years (0–22kg), both systems include the SnugLite Eco iSize R129 infant car seat, giving families a complete travel setup from day one.

The Tavira travel system delivers impressive practicality at the accessible price point of RRP £120. Its onehand gravity fold makes packing away simple and the SnugLite Eco iSize R129 infant car seat attaches directly to the stroller without adapters, making transitions between car and pavement effortless.

Comfort features include a 4position recline, 2position adjustable calf support, and a smoothtouch harness. While practical solutions are well considered with a large storage basket, parent tray, UPF 50+ canopy, front swivellock wheels, and easyrelease bumper bar add to everyday convenience.

Raincover and harness pads are also included as standard.

The Revaya travel system, available at £150, offers all the core benefits of Tavira system but with added versatility. Its standout feature is the smart reversible handle, enabling quick switches between parentfacing and worldfacing modes. Like Tavira, the SnugLite Eco iSize R129 infant car seat is also included with the system and attaches easily with no adapters required.

Revaya also features a onehand gravity fold, 4position recline, 2position calf support, and a large storage basket. A fabricwrapped bumper bar, UPF 50+ canopy, and included raincover, head support, and harness pads complete the design.

www.gracobaby.eu/uk

Travel Stroller

JoviKids introduces the award winning Ayla Twin, a versatile double stroller engineered for comfort, convenience and everyday family adventures with two young children - perfect for travel and everyday adventures.

JoviKids has expanded its travel-friendly lineup with the launch of the Ayla Twin, a premium double stroller designed with spacious side-by-side seats, with independent recline settings for personalised comfort from newborn naps to toddler adventures. Large puncture proof wheels ensure a smooth, steady ride across pavements, parks and uneven paths.

The UPF50+ extendable canopies offer reliable sun protection, while the lightweight yet durable frame supports growing toddlers while remaining easy to push and control. Parents will appreciate the easy fold mechanism for quick storage and transport, alongside a roomy under-seat basket for everyday essentials.

Smart, stylish and engineered for real family life, the Ayla Twin proves that double the passengers doesn’t mean double the hassle.

www.jovikids.com

Ready for any terrain Longer days, milder air and the first family trips into nature - spring is made for movement.

The hauck Runner 2, a proven bestseller in the 3-wheel pushchair category, is designed for exactly these moments: spontaneous park runs, woodland walks and everyday city adventures.

Its three large XL pneumatic wheels and swivel & lockable front wheel glide smoothly across changing terrain, giving parents confidence wherever the day leads. The generously padded seat supports children up to 22 kg and features a one-hand, multi-position recline – ideal for curious toddlers who want to sit up and explore, then relax after fresh-air fun.

On sunnier days, the UPF 50+ canopy and integrated ventilation window create a cool, protected space, while the adjustable handlebar ensures effortless pushing for every parent. Easy folding and practical everyday handling make it a reliable companion from boot to trail.

Recently awarded Platinum at the Loved By Parents Award 2026 - Best 3 Wheel Pushchair - and tested by real families, the Runner 2 stands for authentic approval and everyday performance.

www.hauck.de

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19/03/2026 11:47

nursery matters JOHN BARKER

Barking

Mad

john@pramland.co.uk

Independent nursery retailers continue to navigate a market that is slowly regaining momentum. In this month’s column, Pramland’s John Barker shares his shopfloor perspective, from the surge in demand for compact one-piece folding prams to the ongoing challenges around display investment, payment terms and rising operating costs.

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i everyone, I hope you are well and business has been good this past month. We have been very busy in store, not only with lots of new products arriving but also with signs that the market is improving. Footfall seems to be climbing and although things are not completely back to normal yet, the days are certainly becoming a little more stable, which is long overdue to be honest.

This month in store we have had the battle of the one-piece folders, with both the Silver Cross Breez and the Venicci Tila arriving. I knew both products would be popular with parents to be, but I really was not expecting them to go as crazy as they have. Both have generated a large number of orders from excited parents who love the simplicity of the fold. At last, parents to be can buy a pram they are confident will fit in their car boots.

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“

When I first saw both products, I initially felt customers might not like the smaller wheels, which are far from poor quality. In fact, the opposite has happened. Customers appreciate that the clever materials used, combined with the excellent suspension, mean they push beautifully wherever life takes them.

In other news I wanted to give a shout out and a pat on the back to a certain brand, who shall remain nameless to protect their generosity.

Many of you will have received a very welcome email from them a few weeks ago regarding a change to their payment terms. Some time ago you may recall I wrote an article about this very issue and it would appear that my wish has been granted.

Thanks to the new and improved payment terms, independents can now afford to bring in more stock, offer larger displays and support the brand further, safe in the knowledge

This month in store we have had the battle of the one-piece folders, with both the Silver Cross Breez and the Venicci Tila arriving. I knew both products would be popular with parents to be, but I really was not expecting them to go as crazy as they have.

that invoices are not due quite so quickly. This will have a positive impact for many of us because easing cashflow pressures is always a delicate balancing act. Thank you Brand X. Let us hope other brands take note of this change and how independents respond and perhaps follow suit.

I am guessing your shopfloor is looking a little like mine at the moment, jam packed with ex display and clearance items. Honestly we have so many new products arriving, or due to arrive in the near future, it is almost unbelievable. My shopfloor looks like

”

we are going out of business because everything is reduced or labelled as last one.

This got me thinking again about the cost of displays and how, as an industry, stores are not always supported as well as they could be. One of my brands has sent me nine new prams for display in the space of ten days. For a business of our size that represents a significant investment and we received no discount on them, nor any buy so many get some free offer.

Based on an average margin, this means I will need to sell just over ten

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“

I a m guessing your shopfloor is looking a little like mine at the moment, ja m packed with ex display and clearance items. Honestly we have so many new products arriving, or due to arrive in the near future, it is almost unbelievable.

My shopfloor looks like we are going out of business because everything is reduced or labelled as last one.

of these prams simply to pay for the display. Do not get me wrong, it is a popular brand for us and I know those sales will come, but that is not really the point. When retailers know they must sell this quantity before making any money, some may choose not to offer a display as large as the brand deserves.

All brands have marketing budgets.

Surely some discounts or display offers could be factored into that. There is no better promotion than seeing products on a shopfloor and offering display stock to stores at a discount would allow us to showcase more.

I fully appreciate that many brands have invested heavily in large stands to fit out our stores and that cost has to come from somewhere. However, the cost of offering a discount on display stock would surely be offset by increased sales.

”

So I ask brands once more, take a look at your marketing budget spreadsheet, enter zero in the influencer column and use the money to support independents. We need it, and you need us.

Next month you will all find out what your next year’s rates will be and many of you will be worse off thanks to another increase in the minimum living wage. I have a monitored CCTV system because I like to sleep well at night, knowing someone is watching over the property. This week they wrote to inform me that monitoring prices will increase by 25 per cent from 1 April. A 25 per cent increase. Let that sink in.

Then think about how often our trade gives 20 per cent off this and an extra 10 per cent off that, all from a margin that might only be around 30

per cent if you are lucky. Sometimes it feels like our industry is its own worst enemy. I wish I could simply add 25 per cent to everything I sell, but sadly our prices are dictated by what feels like www.noideawhatamarginis.com.

Finally, before I sign off, I want to mention the current situation in the Middle East and the inevitable impact it may have on all of us. A few brands have already mentioned that shipments are being rerouted, which means UK docking dates are being pushed back.

We have seen similar issues over the past few years so it is nothing new, but the disruption can still cause headaches. I encourage everyone to make customers aware of the possible knock-on effects.

Advising customers to order slightly earlier than usual could make a real difference to the problems we may face further down the line.

Fingers crossed the situation is resolved quickly before the impacts are felt too strongly around the world.

Made for play, not put away New collection includes: Soft Play | Pop Up Play | Play Tents For more information please contact sales@cuddle.co.uk nursery today

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10/03/2026 15:56

feature GREEN SHEEP GROUP

Dream Celebrate Sleep Month with Green Sheep Group – Home of Snüz and The Little Green Sheep.

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his World Sleep Month we are reflecting on the brands that are shaping the future of family sleep. It is fair to say, few have had as significant an impact on the category as Green Sheep Group (GSG), home to icons Snüz and The Little Green Sheep.

Best known for pioneering the bedside crib category with the adored SnüzPod, Snüz has become synonymous with functional and stylish sleep solutions for modern families, and the benchmark of safety excellence; while The Little Green

Sheep continues to champion beautifully designed, natural nursery essentials.

Despite having a well-established success story for nearly two decades, GSG is a business firmly focused on the future. Strategic global expansion, significant investment in innovation, and continued commitment to its people and culture are ensuring the group remains at the forefront of the nursery industry both in the UK and on the global stage.

A Landmark Year…

Last year marked a pivotal chapter for GSG with the launch of the fifth generation of its bestselling bedside crib, SnüzPod5. Building on the brand’s categorydefining foundations, the latest evolution reinforced Snüz’s reputation for combining safety, functionality and contemporary design.

The launch was met with exceptional response from retailers and consumers alike, both here and internationally.

SnüzPod5 earned a triple platinum Loved By Parents award in the UK, increased sales by 200% in the US and even caught the attention of Hollywood stars with Rebel Wilson and Ramona choosing it as the first bed for their baby due this spring.

Building on Success…

Looking ahead, 2026 is set to be a milestone year for the group with product development central to its growth strategy.

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bigger A new collection of trend-led colourways for SnüzPod5 and SnüzPod Studio will feed into the ever-changing consumer habits that are showing us the influence that interiors are having on nursery purchasing decisions. Reflecting current interior trends and offering a sophisticated palette for contemporary homes SnüzPod5 will launch in three new earthy tones — Rouge, Olive and Chocolate.

Snüz is passionate about helping families around the world sleep well, and as the brand goes into 2026, it’s looking at how to expand that beyond babies first bed, including sleep for mum and sleepwear for baby.

Coming up on two decades of The Little Green Sheep, the brand is reflecting on what has resonated with its consumers most - best for baby, quality they can count on, materials that offer peace of mind and a timeless design style. A new era for The Little Green Sheep will be revealed later this year, which goes beyond sleep and extend the brand to all the milestone moments as you build a new family.

For retailers, this category expansion and product developments present clear commercial advantages, to refresh displays, drive repeat visits, extend the customer lifecycle and engage customers earlier in their purchasing journey.

www.greensheepgroup.com

Catching up with the GSG leadership team What’s next for Snüz?

Joshua Worrad, Product Director, Green Sheep Group: It’s never lost on us that our products get to become a part of some of the most amazing moments of family life. For us it is not just the function parents need or the safety they can rely on, it is the style they crave. That’s why we are always looking to remain relevant and develop products that are not only needed by parents, but desired.

Between both Snüz and The Little Green Sheep, we’ve got an exciting 5 year pipeline with range updates and NPD set to release this year.

Global expansion has been a big focus. How’s that going?

Rosie Pritchard, Sales Director, Green Sheep Group: Our goal is to build a long-term global brand. Snüz is now well established in the Netherlands, Australia, New Zealand and the Middle East - and in one of our newer markets, the US, demand for the brand has more than doubled in the past year!

This month we’re launching in Canada, and Spain and Germany are next on the list.

For us, it’s about growing in the right way — building brand demand, connecting with consumers and creating strong, long-term partnerships with retailers in every market we enter.

2026 is shaping up to be a big year for GSG — what are you most excited about?

Jamie Jillard, Marketing Director, Green Sheep Group: The continued growth of Snüz is incredibly exciting. We’re seeing stronger global demand than ever, and awareness is growing quickly across multiple markets.

For retailers, that means stronger brand recognition, more customers coming through the door, and confidence in long-term category growth. We’re not just launching products — we’re building a brand that parents actively look for.

At the same time, 2026 will be a year of evolution for The Little Green Sheep behind the scenes - we can’t wait to show you what’s next in 2027!

Thoughts from Paul Maurice, Co-Founder and CEO, Green Sheep Group: As we approach 20 years in business, I’m hugely proud of what we’ve achieved — and even more excited about what’s ahead.

Our focus is simple: we’re building brands that will stand the test of time. Our innovation is led by genuine customer needs and our style led by consumer desire. No gimmicks, no fads, just beautiful products that we (GSG & parents) can all be proud of.

But the real foundation of our success is our people.

We’ve built a passionate, committed team, and that makes all the difference. We continue to invest in our culture at GSG, which is reflected in record breaking retention rate and engagement levels over the past year.

In an industry built on trust, quality and long-term relationships, that continuity really matters. nursery today

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spotlight SLEEP TIME

Building

Better Bedtimes A calm, safe sleep space is one of the biggest priorities for new parents, and the nursery sector continues to develop products that help make bedtime more comfortable for babies while offering reassurance for families.

From the very beginning, parents are focused on creating the right sleep environment.

In response, nursery brands are introducing products designed to support safer sleep, encourage comfort and help ease some of the worries that can surround night-time routines.

Bedside cribs remain a popular choice, allowing babies to sleep close to their parents while maintaining a separate and secure space. Many designs now include breathable mesh panels which promote airflow and help regulate temperature throughout the night.

Mattress technology has also advanced, with many models featuring breathable cores and airflow channels that allow better air circulation. These designs help reduce the risk of overheating while supporting recommended safe sleep guidance.

Breathable fabrics are increasingly important across baby bedding. Lightweight sheets, sleep bags and blankets made from airflow friendly materials help regulate temperature while remaining soft and gentle against delicate skin.

Nightlights are another helpful addition to many nurseries, providing a soft glow that supports night feeds and nappy changes without fully waking the baby or disrupting the sleep environment. Technology also continues to play a role, with baby monitors giving parents added reassurance by helping them keep a watchful eye while their baby rests.

Shnuggle launch moonlight plus Following the sell-out success of the Shnuggle Moonlight since its launch in 2020, Shnuggle has unveiled a new and improved version of its awards-winning nightlight, designed to meet growing demands and consumer needs -the Shnuggle Moonlight Plus.

Since its debut, Moonlight has become one of the brand’s top-performing SKUs. The sleep friendly portable nightlight is designed to support families from newborn through the toddler years and beyond. Featuring dual Parent and Child modes and a clever charging dock, the updated version retains the core features that made it a standout success, while introducing an improved digital temperature display. Showing the exact room temperature at a glance, Moonlight removes the guesswork and offers reassurance that baby’s sleep environment is just right.

The beautiful, simple design is a must have for parents offering the perfect soft, safe glow to feed, comfort and change baby through the night with minimal disturbance. As baby grows, Moonlight becomes the perfect nighttime companion as the handy strap that can be used to carry Moonlight around the home also becomes easy for toddlers to carry.

Introducing a new Taupe colourway to compliment the signature tone of the Shnuggle range, Moonlight is easy to use, featuring simple activation with a quick flip in Parent Mode or a nudge to waken if in Child Mode.

The baby-safe, soft glow and low blue light in Parent Mode helps create a calm, soothing environment that reduces stimulation and supports better sleep for baby. The light stays at full brightness for 40 minutes, then gradually dims through a sunset mode for a further 20 minutes before switching off automatically.

As baby grows, parents can switch to Child Mode and Moonlight becomes the perfect night-time companion. A soothing bedside light to help promote sleep and a comforting light during little one’s late night bathroom trips. Just like in Parent Mode, a simple nudge will activate the light which glows at full brightness for twenty minutes before eventually fading to simulate sunset and providing a soft glow through the night. The soft glow and low blue light levels help to promote sleep and reduce light stimulation helping toddlers have a more restful night’s sleep.

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spotlight SLEEP TIME

Next generational monitoring Owlet’s next-generation all-in-one monitoring system, Dream Duo, combines its medically-certified Dream Sock with HD video via Dream Sight.

The Dream Duo delivers hospital-grade tracking of baby’s pulse rate, oxygen level, and sleep trends alongside 2K HD video monitoring for complete visibility day and night.

Real-time alerts notify parents or caregivers if vital readings move outside pre-set zones, while predictive sleep technology provides personalised insights into wake windows and sleep needs. Protected by industry-leading encryption and privacy safeguards, Dream Duo offers retailers a clinically-validated, premium monitoring

solution that reassures parents and meets growing demand for tech-integrated, confidence-led nursery products.

Sales enquiries please contact the below.

sales@cheekyrascals.co.uk www.cheekyrascals.co.uk

Side by side closeness 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 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 www.joiebaby.com

Thoughtfully designed

The Dreamgenii Pregnancy and Support Pillow is a thoughtfully designed maternity essential created to promote comfort and restful sleep throughout pregnancy and beyond.

Its patented shape moulds around the body to support the bump, back and knees simultaneously, helping relieve pressure and encourage side sleeping the recommended position for mother and baby.

The integrated back support helps prevent rolling during the night, while the soft jersey cover provides a cosy feel against the skin. Compact yet versatile, the pillow can also be used post-birth as a feeding support, offering lasting value as parents transition into early parenthood.

For stockist information contact Phil Bosher on the below.

phil.bosher@babycentral.co.uk

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Raise the

Standard Why the future of nursery sleep depends on manufacturers who go beyond minimum compliance.

S

leep Week offers the nursery industry an important opportunity to reflect on one essential question: are minimum standards truly enough when it comes to infant sleep?

Parents today are making more considered purchasing decisions than ever before. They are asking about materials. They are questioning sourcing. They want reassurance around safety, performance and transparency. As expectations evolve, so too must manufacturing.

Prestige Sleep has built its reputation on that belief As a British nursery mattress manufacturer, the company does not view compliance as the finish line, but as the foundation. Structural integrity, consistent firmness, carefully selected materials and responsible production processes are engineered into every product from the outset.

Infants can spend up to 16 hours a day sleeping.

During this critical stage of development, mattress construction matters. Core strength must remain stable over time. Breathability must support airflow.

Materials must be chosen not simply for costefficiency, but for performance and suitability.

Raising standards means scrutinising every layer From reinforced support systems to responsibly sourced components, Prestige Sleep continually refines its specifications to ensure durability, safety and long-term reliability. As a Made in Britain member and SMETA 4-Pillar certified manufacturer, the company combines ethical production with uncompromising quality control.

This consistent commitment has positioned Prestige Sleep as a number one nursery mattress manufacturer for raising the standards across the industry - not by following regulation, but by exceeding it.

Retailers increasingly recognise that minimum compliance alone no longer satisfies today’s informed consumer. Confidence at retail level begins with confidence in manufacturing.

“

Consistent commitment has positioned Prestige Sleep as a number one nursery mattress manufacturer for raising the standards across the industry

”

For Prestige Sleep, raising the standard is not a campaign message. It is an ongoing commitment to improving specifications, refining processes and supporting nursery brands with clarity and transparency.

As the industry continues to evolve, the manufacturers who lead, rather than follow, will shape the future of nursery sleep.

www.prestigesleep.co.uk

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spotlight SLEEP TIME

Safe sleep surface

Quality sleep starts with a supportive, safe sleep surface, which is why CuddleCo mattresses are designed and made in the UK with full control over materials, construction and safety standards.

Each mattress is carefully developed to balance firmness and comfort, supporting healthy sleep from infancy through toddlerhood.

Breathable bamboo fabrics help regulate temperature, while removable, washable covers maintain a clean and hygienic sleep space.

Dual-sided designs and hypoallergenic options allow mattresses to adapt as children grow, supporting uninterrupted sleep and longevity. This considered approach gives retailers confidence in offering a product that prioritises comfort, safety and long-term value.

www.cuddleco.co.uk

Naturally supports Thoughtful sleep collection Chicco’s Next2Me bedside crib range is designed to keep baby close while supporting a comfortable night’s sleep.

Thoughtful features across the collection include breathable mesh sides for airflow, adjustable height levels to suit different beds and secure attachment systems for a stable fit.

Innovations such as the motion-activated night light on the Chicco Next2Me Armonia Bedside Crib, the bondingfriendly twin design of the Chicco Next2Me Twins Crib and the gentle rocking function of the Chicco Next2Me Magic Evo offer flexible solutions for modern families.

Combining comfort, practicality and trusted design, the Next2Me range supports peaceful nights from day one.

TEL: 0333 220 6070 sales@rkwltd.com 48

better sleep The nursery is the setting for much of a baby’s daily rhythm, and when the space feels calm, organised and intuitive, it naturally supports better sleep.

The Clara Luxe Furniture Collection builds on CuddleCo’s award-winning Clara range, extending the design with larger, more generous furniture pieces created for long-term everyday use. Each piece is thoughtfully designed to support evolving sleep routines, from newborn through toddlerhood and beyond, combining timeless styling with practical features that grow with the child.

The cot bed features three mattress height positions to ensure safe, comfortable sleep at every stage, while the dresser changer offers a practical changing space that transitions into a standalone dresser as night-time routines change. A larger dresser and wardrobe provide generous storage to keep sleep essentials close to hand, helping parents move through evening routines calmly and confidently.

Finished in soft Cashmere with Warm Ash or classic White and Ash, Clara Luxe creates a balanced, restful nursery that remains useful well beyond the baby years.

www.cuddleco.co.uk

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Moonlight

Dual Parent & Child Modes

Plus

The portable nightlight for calm, comforting nights.

Portable & Rechargable

Now with

Digital Room Temperature Display for reassurance at a glance.

New and improved features including:

Digital Temp Display

Simplified on/off function Digital room temperature display New taupe colourway

Available Now

Sleep friendly light

Contact: uksales@shnuggle.co.uk

shnuggle.com

spotlight SLEEP TIME

Calming space

Textiles play an important role in shaping the look and feel of a sleep environment, adding warmth, softness and reassurance to the nursery.

CuddleCo’s nursery essentials collections are designed to complement furniture and mattresses, helping parents create a layered, calming space that supports settled sleep.

This season’s Ditsy Cherry, Cashmere Meadow and Cashmere Waffle ranges each offer a distinct mood, from gentle nostalgia to cocooning comfort. Soft, breathable fabrics and practical finishes ensure these pieces work hard at bedtime, supporting comfort and familiarity while bringing personality and cohesion to the room.

www.cuddleco.co.uk

For parents Portability and and babies who rock’it! convenience

Rockit are celebrating their tenth birthday Graco’s award-winning Side-by-Side Bassinet, stands out for this month and are reflecting on a decade its portability and convenience, making it a stellar choice for of helping babies and parents all over the world get a little more sleep. active families both at home and on the go.

Suitable from birth up to six months (0-9kg), it is designed to provide a snug and secure sleep environment for newborns.

This bedside bassinet is set up at the optimal height to keep baby beside you at night, and the easy-view mesh panels keep air flowing and baby in full sight. The instant one-handed, one-action fold makes it quick and easy to pop up and collapse down, and the compact, lie-flat fold makes for easy manoeuvres home and away.

With its convenient travel bag and quick-folding frame, you can rest easy while at home or on the go.

www.gracobaby.eu/uk 50

Rockit was founded in 2016, after co-founder Dr. Nick Webb’s daughter refused to sleep in her pushchair. After a Eureka moment the Rockit Rocker was launched at K+J in 2017. It has gone on to sell nearly one million units and win 2 Queens Awards for Enterprise. Over the years the Bristol based sleep tech company has expanded their range of innovative baby sleep aids.

Rumour has it they have an exciting new launch later this year. Here’s to another successful decade!

www.rockitrocker.com

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spotlight SLEEP TIME

Snooze for sleep

The Red Kite Snooze Crib offers a comfortable and stylish sleep space for newborns during their first months.

Designed with simplicity and practicality in mind, it features breathable mesh sides that allow airflow while always giving parents clear visibility of their baby. A generously padded mattress provides a cosy place for rest and naps, whether placed in the bedroom, nursery, or living space.

Easy to assemble and thoughtfully designed, the Snooze Crib also includes a convenient storage shelf beneath - perfect for keeping everyday baby essentials close at hand.

TEL: 01454 326 555 www.redkitebaby.co.uk

Safety and

performance Prestige Sleep continues to be one of the leaders the nursery mattress sector by investing in the future of mattress safety and performance.

As part of its commitment to raising industry standards, the company is developing a dedicated in-house testing and innovation lab. This facility will allow enhanced structural testing, material analysis and ongoing product refinement — ensuring every nursery mattress is engineered beyond minimum compliance. As a Made in Britain manufacturer and SMETA 4-Pillar certified factory, Prestige Sleep remains focused on continuous improvement, transparency and long-term performance across the nursery sleep market.

www.prestigesleep.co.uk

Calm and comforting Creating a calm and comforting bedtime routine remains a priority for today’s parents, and Rainbow Designs’ beautiful collection of muchloved classic character ranges offers the perfect companions for those precious wind-down moments.

Featuring My First Soft Toys and baby-soft comforters, each cuddly companion is thoughtfully designed to help soothe and reassure little ones as they drift off to sleep. Among the adored storybook favourites, bringing familiarity and comfort to every bedtime, are Peter Rabbit, Winnie the Pooh and Paddington along with beloved characters from Harry Potter The Wizarding World and Guess How Much I Love You. Arriving this summer is the new Care Bears Baby range that includes a My First Bedtime Bear Soft Toy and Bedtime Bear Comfort Blanket. Adorned with a sweet moon and star tummy motif, this adorable character is perfect for cosy cuddles and encouraging peaceful nights.

For little ones who adore Peter Rabbit, the collection brings together gentle music, soft, soothing textures and familiar faces to help shape a reassuring bedtime routine. Arriving later this year, the new super-soft Lying Down Musical Soft Toy will offer comforting cuddles, while the Night Night Musical Peter Rabbit, with Peter nestled on a moon and a pull-down embroidered star, adds a soothing lullaby element to the bedtime routine. To encourage quiet moments, the Peter Rabbit Musical Cot Mobile, featuring Peter and his friends Flopsy Bunny and Benjamin Bunny, creates a calming focal point above the cot, helping babies feel settled, secure and ready for sleep.

TEL: 01329 227300 | www.rainbowdesigns.co.uk

Quick setup

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

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

Innovation for travel

uksales@joiebaby.com www.joiebaby.com

The new hauck Sleep N Easyfold introduces awardwinning innovation to the travel cot category.

Designed for modern families on the move, its super-fast folding mechanism enables effortless set-up and pack-down in just a few simple steps. Suitable from birth to 15kg, it features breathable mesh windows for optimal air circulation, integrated wheels for easy manoeuvrability and a generous zip-open crawl-out to encourage growing independence. Compact, lightweight and supplied with a practical carry bag, it offers convenience without compromise. This innovation was recently honoured with Platinum in the Best Innovative Travel Cot category at the Loved By Parents Awards 2026.

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Meet THE PRS

Powering Nursery Brands Forward In a competitive nursery market, smart public relations can be the difference between being seen and being overlooked. The right PR strategy builds trust, sparks conversation and ensures products land in front of the families who matter most.

P

ublic relations plays a vital role in shaping the success of nursery brands. It builds awareness, strengthens credibility and creates a positive reputation among parents, caregivers and expectant families. Yet getting news, launches and promotions noticed is not always straightforward, which is where specialist nursery PR comes into its own.

From securing press coverage to managing digital campaigns, experienced PR professionals understand how to place stories in the right spaces. Social media, blogs and parenting forums offer direct access to

engaged audiences, while targeted content such as educational features and product demonstrations helps generate excitement and drive conversation.

Print media, including magazines and catalogues, continues to add authority and reach. Combined with launch events and influencer campaigns, a cohesive PR approach ensures nursery products are recognised as safe, innovative and worth investing in.

Here we highlight leading PR companies who have the experience, knowledge and know how to assist.

with passion Award- Bursting bumpPR’s down to friendly, and winning earth, enthusiastic approach to PR ensures they remain PR one of the leading PR Nion PR is an award-winning, full-service consumer PR agency which specialises in brands for families.

Nion PR only work with brands who care, and are proud to have represented some of the most iconic baby brands in the world.

Their small team creates exciting media campaigns which generate mass-market appeal to really change perceptions and drive sales and awareness. They are easy and fun to work with and really listen to their clients to bring their ideas to life in the UK media.

Nion also work extensively with celebrities and influencers as well as content creators and medical experts on cut-through activations and events.

Fundamentally their media story-telling and creative campaigns inspire media narrative. Please contact the team if you would like them to help you too.

nikki@nionpr.co.uk www.nionpr.co.uk 54

agencies in the nursery and children’s sector, working with some truly iconic family brands.

Having supported brands to flourish for nearly 15 years’, the award-winning agency, with its vibrant team of 7, is continuing to evolve its services, covering traditional PR, influencer and celebrity outreach, events, social media, copywriting and much more!

Priding itself on having long-standing relationships with many of its clients (some for over a decade!) bumpPR represents a number of iconic brands including Medela, Snüz, The Little Green Sheep, Joolz, Ladybird Books, and Polarn O. Pyret, to name a few. However, the team, who have more than 45 years PR experience between them, are equally well-versed supporting starts ups in the sector too.

The small, dedicated team ensures each client is made to feel important, with bespoke planners being thoughtfully created to seamlessly support individual brand’s marketing objectives. Whether it’s a long-term, integrated PR strategy, a one off product launch including an event, or a cheeky social post, bumpPR will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, we’ll get the right people talking about you.

lisa@bumppr.co.uk www.bumppr.co.uk

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Expert PR & Marketing Support Under One Roof Azaria is a multiple-gold-awardwinning family specialist PR and digital marketing agency, with a proven track record for building brands and drives sales through targeted creative and engaging multiplatform campaigns.

Well-known amongst the media, influencers and celebrities, Azaria is the go-to agency for all-things family. Its client portfolio spans big and small including VTech & Leapfrog, Babycentre and ebebek and to name but a few.

From strategy to content to execution, Azaria handles it all.

The Team’s experience and expertise includes:

• Media relations • Product launches • Celebrities & influencers • Social creative content and advertising • Digital media content & advertising • Awards • Sampling • Brand & expert partnerships • Product placements …and much more.

Clients can take advantage of Azaria’s comprehensive influencer database, which combines data-driven 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.

Azaria’s annual Family Report reveals current UK trends and market insight, confirming Azaria has the knowledge behind its expertise to deliver truly excellent results.

hello@azariapr.co.uk | www.azariapr.co.uk

Vista: Making human connections in a digital world A communications and content agency for ambitious nursery brands.

Celebrating 30 years in brand building, Vista specialises in triggering emotional connections and delivering that ‘ah-ha’ moment to drive a sale.

Vista’s research arm examines parent perception, to identify opportunities and competitor threats. Its delivery is tapped into sales channels, to demonstrate performance against business targets.

For clients, Vista operates an integrated agency model to become a valued and trusted client partner. Marking 15 years with Start-Rite Shoes is testament to that.

Operating only with the highest standards of honesty and integrity, Vista’s mission is to always fight off the almost unstoppable forces of mediocrity.

Give them a call to be included in Vista’s next parent research group, or to bounce around some fresh ideas.

“Vista’s backlinks and written content performs incredibly well for our SEO, with organic visibility currently at its highest ever.”

Kate Piennar, Marketing Manager Start-Rite Shoes “We are under no illusion of the part Vista has played in our growth. For seven years we have worked together with an open and honest dialogue, and absolute trust.”

Luisa Rollins-Svensson, Consumer & Trade Marketing Manager, Graco UK Contact Jane Pavia on the below for more information.

JAP@VistaPublicRelations.com www.thevistavillage.com

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RETAIL MATTERS As the season shifts and families head back outdoors, Managing Director Christy Foster of The Nursery Store reflects on the renewed energy spring brings to the travel category. In this timely overview, Christy explores how brands such as egg, Oyster and Hauck + Disney are capturing the imagination of modern parents by combining style, practicality and emotional connection, while supporting families through every step of their everyday journeys.

Retail matters M

arch always brings a noticeable shift in pace. The darker mornings begin to fade, parks slowly fill with families again, and parents start looking ahead to brighter days, fresh routines and more time spent outdoors. After the slower rhythm of winter, spring encourages movement and for many families, that movement quite literally begins with the pushchair.

At The Nursery Store, this seasonal transition is one of the most exciting moments in the retail calendar. As parents prepare for longer walks, family days out and upcoming travel plans, interest in travel products naturally grows. This month, we’re celebrating three standout brands that continue to resonate strongly with modern families: egg, Oyster and Hauck + Disney. Each brings its own personality to the category, reflecting how parenting products today must balance practicality with lifestyle appeal.

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egg continues to lead the way for parents seeking refined design alongside everyday functionality. With its distinctive styling and thoughtful engineering, the brand appeals to families who want performance without compromising on aesthetics. Pushchairs have become a visible part of daily life, and parents increasingly look for products that feel contemporary, well considered and built to support busy routines. egg answers that demand by combining comfort, quality and unmistakable design confidence.

Oyster has earned its reputation through versatility and adaptability, qualities that matter more than ever in today’s cautious spending climate. Parents are investing carefully, prioritising products that offer longevity and flexibility as their child grows. Oyster’s practical features and strong value proposition make it a trusted

“

As parents prepare for longer walks, family days out and upcoming travel plans, interest in travel products naturally grows. This month, we’re celebrating three standout brands that continue to resonate strongly with modern families: egg, Oyster and Hauck + Disney

choice for families who want reliability without sacrificing style. It’s a reminder that smart design is often about making parenting simpler, smoother and more manageable day after day.

Meanwhile, Hauck + Disney brings something uniquely powerful to this space: emotional connection. Few brands carry the same sense of familiarity and storytelling. For parents, Disney often represents shared memories and joyful moments, and that emotional resonance translates beautifully into products designed for family life. A buggy becomes more than a practical purchase; it becomes part of everyday adventures, from quick errands to memorable days out, adding a touch of fun to the routine journeys of early parenthood.

Together, these brands highlight a wider shift in consumer behaviour. Parents are no longer choosing solely based on function.

They want products that reflect their lifestyle, values and personality while still delivering safety and reliability. Style, adaptability and emotional engagement now sit comfortably alongside performance as key decision drivers, and brands that understand this balance continue to thrive.

”

As spring unfolds, we expect to see continued momentum across our travel category, supported by increased outdoor activity and seasonal purchasing patterns.

Our engaged audience remains eager to discover products that genuinely improve daily life, and through our integrated marketing approach, we ensure brands connect with families at precisely the right moment in their parenting journey.

March is ultimately about forward motion.

It’s a month that signals fresh starts, renewed confidence and opportunities for growth. As families step into the new season, we’re proud to support the brands helping make those everyday journeys easier, more stylish and a little more joyful. Here’s to a spring filled with progress, partnership and plenty of miles ahead.

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More newness

from Chicco

new!

RKW and Chicco are excited to present two new additions to their nursery range.

The Chicco Bento Booster Seat grows with a child, featuring a removable tray for easy cleaning, two height positions, anti-slip feet, and a soft machine-washable seat pad. Its foldable design makes it perfect for home or travel use from 6 months to 3 years.

Also new, the Chicco Baby Hug 4-in-1 Armonia transforms from a cosy newborn crib to a recliner, highchair, and toddler chair. Adjustable height, multiple reclines and a Montessori inspired toy bar that supports comfort, play and curiosity.

For more information contact the below.

TEL: 0333 220 6070 sales@rkwltd.com

Introducing BeSafe Stretch² BeSafe Stretch² is the next evolution of BeSafe’s best-selling car seat, designed with the same uncompromising safety principles that made the original BeSafe Stretch a test winner across Europe. Now updated with improved comfort features, refreshed EXO frame and new SoftBreeze colours.

Transition from bottle

to cup

The new Dr. Brown’s Soft-Spout Sippy Cup with Handles is thoughtfully designed to help little ones transition confidently from bottle to cup.

A soft, flexible spout is gentle on developing gums while encouraging natural sipping, and easy-grip handles support independent drinking and motor skill development. The lightweight, durable cup includes clear measurement markings for everyday practicality, alongside a secure snap-on lid to keep the spout clean when out and about. Finished with an adorable pear print that adds playful charm to mealtimes, this sippy cup combines functionality with a cute, engaging design that both parents and toddlers will love.

For stockist information contact Phil Bosher on the below. phil.bosher@babycentral.co.uk

At BeSafe, their mission is to keep children as safe as possible for as long as possible.

With Stretch², they’ve listened to feedback and created a car seat without compromises: unbeatable safety, outstanding comfort, and flexible installation.

Stretch² allows a child to travel rear-facing from around 6 months up to 7 years, thanks to its unique weight limit of 36 kg and adjustable legroom of up to 26 cm.

This means plenty of space even for older children, combined with five recline positions for optimal comfort.

Stretch² also features the new Ergo Cushion for optimal support. Certified as back-friendly by AGR and approved by the Swedish Plus Test, it offers next-level rear-facing protection up to 7 years (36 kg). Flexible belt installation ensures a perfect fit in nearly any car, while the rigid frame absorbs energy in a collision to protect what matters most. support.uk@besafe.com | www.besafe.com

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

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

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

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BPIA notice board www.b-p-a.org If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

The Baby Products Industry Association (BPIA) is delighted to announce that its prestigious 2026 Concept & Innovation Awards are now open for entry – and innovators across the UK are invited to take part.

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BPIA 2026 Concept & Innovation Awards

Open for Entry The Baby Products Industry Association (BPIA) is delighted to announce that its prestigious 2026 Concept & Innovation Awards are now open for entry – and innovators across the UK are invited to take part.

Whether you are a mum or dad with a brilliant idea, a product design student developing your final-year project, or an established company working on the next big thing in baby products, this is your opportunity to showcase your innovation to the nursery industry.

The awards champion new ideas in baby, nursery and maternity products – from prams and nursery furniture to safety equipment, toys, clothing and accessories. Entries must be products currently in development and not available for sale before 1st October 2026 Following the closing date of 12 noon on Friday 11th September 2026, a shortlist of entrants will be invited to present their concepts to an expert judging panel. Finalists will then have the invaluable opportunity to exhibit at the Harrogate International Nursery Fair (18th–20th October 2026), placing their ideas in front of leading retailers, buyers and manufacturers. The winner will be announced at the show.

The BPIA is particularly keen to see products that demonstrate innovation, strong commercial potential, safety awareness and consideration for sustainability and the evolving needs of modern parents Over the years, the Concept & Innovation Awards have helped launch exciting new products into the UK market and remain a respected platform for emerging talent and fresh thinking.

Entry forms and guidance notes are available from the BPIA. To submit your entry or find out more, contact Julie Milne at julie@b-p-a.org .

If you have an idea that could shape the future of baby products, now is the time to share it.

The BPIA welcomes Dean Tollman to its

executive committee

As the CEO of Vital Group Holdings, Dean leads a diverse portfolio of businesses that span across various sectors. With over 26 years’ experience in the nursery industry, 12 of which spent in executive roles, he has strong expertise in strategic planning, marketing, and innovation. Within the nursery industry, including both Own Label and Vital’s homegrown ‘Vital Baby’ product ranges, Dean’s mission is simple - to create innovative, safe and sustainable solutions to simplify parenting, with a focus on quality, functionality and sustainability. He is passionate about working together as an industry and collaborating in ways that benefit the industry and consumers alike, bringing a valuable presence to our Executive Committee.

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Upcoming free webinars BPIA members benefit from a free business advice service from Croner which includes a programme of free seminars on pertinent topics for companies in the nursery industry. The following seminars are arranged for March and April 2026. If you are a member, you will find registration links in your regular BPIA e-bulletins.

• Employment Rights Act Made Simple: Your new obligations from April 2026 Wednesday 4th March • Employment Rights Act Made Simple: Business Owners FAQs Wednesday 18th March • Employment Rights Act Made Simple: Staff Absences/Sick Wednesday 1st April • How to Manage Disruptive Staff Wednesday 15th April 2026 • Navigating Disability Laws in The Workplace Wednesday 29th April

Do you have a colleague who deserves industry recognition?

As part of its 2026 Awards programme, the Baby Products Industry Association (BPIA) is delighted to announce the Outstanding Industry Contribution Award, proudly sponsored by Nursery Today magazine. This award celebrates individuals who have made an exceptional contribution to the UK nursery industry. Nominations may recognise a wide range of achievements — from a sales agent who consistently goes above and beyond, to a nursery retail assistant who has raised significant funds for charity, or an industry stalwart whose decades of dedication have helped shape the sector.

Nominations are free of charge.

If you know a colleague whose outstanding contribution deserves recognition, we encourage you to submit a nomination here: https://www.surveymonkey.com/r/OutstandingContribution The deadline for nominations is Friday 6 April 2026.

New Associate Partner to

Benefit Members

The Baby Products Industry Association (BPIA) has welcomed Plan A Product Development Limited (PAPD) as a new Associate Partner. With more than 20 years’ experience in the baby products sector, and clients including Silver Cross, iCandy, Chomp Baby and Dingle Dangle, PAPD supports brands from initial concept through to market-ready products.

Through this partnership, BPIA members gain exclusive benefits: a free one-hour consultation, 10% discount on services, and a limited-time 20% discount on graphics services during the first two months.

The collaboration gives members direct access to experienced product development expertise, helping refine ideas, strengthen presentation and bring products to market with confidence.

Noel Goodwin of PAPD said the team looks forward to providing practical, commercially focused support. A joint webinar is also planned.

BPIA Industry Awards Now Open for Entry If you haven’t already entered – don’t miss your chance to gain recognition for your products with the BPIA 2026 Industry Awards.

Key Dates and Entry Information • Open to: All baby products compaAnies (BPIA members and non-members) • Entry deadline: Friday 10 April 2026 • Shortlisted products to arrive for judging by: 7 May 2026 (location to be confirmed) • Awards announcement: 10 June 2026, at the BPIA Networking Event, Central London Finalists will be invited to attend the BPIA Networking Event, which includes a programme of industry seminars followed by the Awards presentation. The event is free to attend and includes a buffet and drinks. ENTER: https://www.surveymonkey.com/r/BPIA-AWARDS nursery today

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spotlight TRADITIONAL & WOODEN TOYS

This month we shine the spotlight on traditional and wooden toys. Here are products that fit this category beautifully that are ready and available to order now!

Sustainable play The small foot wooden toy range is full of unique, environmentally sustainable toys with high play value to delight babies and toddlers.

From pull-alongs and push-alongs to bead mazes, stacking toys and building blocks, there are lots of gorgeous wooden toys for the playroom that will also look just as stunning on the nursery shelf.

A new introduction for this Spring is the beautiful Montessori collection, a selection of softly coloured learning toys for babies aged 12 months and above that has been designed to help little ones develop their motor and cognitive skills, independent learning and concentration.

With a focus on colour and shape sorting, there are several games to choose from, including the Montessori Sorting Game that comes with three drawers in different colours and six matching insertable elements and the Montessori Sorting Game with Drum that includes nine rods, eight discs and six motifs for insertion and matching fun. The Montessori River Rocks Balance Game features twelve wooden balancing stones in different shapes and finishes to inspire stacking, balancing and counting and the Montessori Sorting Game with Balls invites little ones to build the fourteen colourful wooden balls into a pyramid on a board with nine matching hollows.

TEL: 07826 844824 | sabrina@differenttoys.co.uk

Montessori

inspired Chicco’s Montessori inspired designs bring together natural materials and thoughtful functionality to support early development through play.

The Chicco Magia Bouncer features a wooden development toy bar that encourages curiosity, hand eye coordination and exploration, while offering soothing rocking or fixed modes and a supportive organic cotton mini reducer for younger babies.

The Chicco Baby Hug 4-in-1 Armonia complements this approach with a versatile design that evolves from newborn crib to recliner, highchair and toddler chair. Its Montessori inspired toy bar with wooden elements supports sensory discovery, while adjustable height and recline options help keep little ones comfortable and engaged throughout the day.

TEL: 0333 220 6070 sales@rkwltd.com 60

British craftmanship Le Toy Van’s new Classic Car Collection blends nostalgic heritage design with premium British craftsmanship.

Proudly made in the UK from FSC-certified wood, each plastic-free vehicle is individually hand-finished for lasting quality. Inspired by Surrey’s rich motoring legacy, the family-run brand has created 50 collectible models to delight children and grown-up enthusiasts alike.

Thoughtfully designed to encourage imaginative play, the pocket-money range supports creativity, fine motor development and open-ended learning. Beautifully presented in carbon-neutral packaging, the collection marks an exciting new chapter in locally crafted wooden toys with unmistakable British spirit and timeless collectible appeal for modern family playrooms everywhere. Available May 2026.

sales@letoyvan.co.uk | www.letoyvan.co.uk

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Inspire imaginative

play

Little hands and curious minds will love exploring Rainbow Designs’ traditional and wooden toys, where timeless craftsmanship meets some of the most adored preschool characters. Each toy is thoughtfully designed to inspire imaginative play, gentle learning, and hours of hands-on fun.

For little fans of Bing, the wooden range brings learning through play to life. The Bing Wooden Busy Board is packed with engaging activities to explore: cogs to turn, beads to slide and doors to open, all designed to develop fine motor skills, hand-eye coordination and problem-solving confidence. The Bing Wooden Shape Puzzle offers shape-matching fun for developing minds, while the Multi Layer Wooden Puzzle, featuring Bing alongside Sula and Flop, adds depth and challenge as children master each layer.

For Peter Rabbit fans, the delightful Jack in the Box invites little ones to turn the handle and watch as plush Peter Rabbit pops up to the tune of “Pop Goes the Weasel,” creating a timeless moment of surprise and delight every time.

The Peter Rabbit Wooden Toy range also offers beautifully illustrated Wooden Alphabet Blocks, a Shape Puzzle and traditional Dominoes, all featuring Peter Rabbit and his friends Jemima Puddleduck, Benjamin Bunny and Jeremy Fisher. These timeless toys encourage early learning while keeping playtime engaging and full of fun.

TEL: 01329 227300 | www.rainbowdesigns.co.uk

on Now in stock!

-sales@rainbowdesigns.co.uk

-01329 227300

-www.rainbowdesigns.co.uk nursery today

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feature JONATHAN FEINGOLD

R44 After

Regulation This month Jonathan Feingold takes a deeper look at why the UK child car seat market is still navigating a regulatory transition.

“I

have been temporarily grounded.” With fewer trips and fewer air miles recently, I found myself spending more time at my desk than usual. That gave me the opportunity to look closely at an issue that should matter to every manufacturer and retailer operating in the UK nursery products sector, the continued sale of child car seats approved to UNECE Regulation 44.

What emerged from that investigation is a regulatory situation that places the UK market in a somewhat unusual position compared with other developed markets.

Today it remains legally possible in Great Britain to sell child restraint systems approved to ECE Regulation 44/04. This is the long standing safety standard that governed the global child car seat market for many years, but which has now largely been replaced

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by the newer UNECE Regulation 129 framework.

Northern Ireland, which follows EU product rules under the Windsor Framework, is aligned with the EU transition away from R44 approved seats.

For businesses selling safety critical equipment designed to protect children, this raises important questions about regulation, product development and the direction of the market.

The transition from R44 to R129

For decades the global child restraint market operated under United Nations Economic Commission for Europe Regulation 44, widely known as ECE R44.

Under this system manufacturers submitted car seat designs for testing against a defined set of crash performance requirements. If the seat passed the tests, a national approval

authority issued a type approval certificate. Products then carried the familiar orange ECE approval label.

Manufacturers were also required to maintain Conformity of Production monitoring, which ensures that products leaving the factory remain consistent with the approved design.

However, as automotive safety research advanced, limitations within the R44 framework became increasingly clear.

These included the absence of mandatory side impact testing, older style crash test dummies and less sophisticated injury measurement criteria.

In response, regulators introduced UNECE Regulation 129, often referred to as R129 or i-Size. This newer regulation introduced a number of important changes including mandatory side impact testing, improved Q-series crash test dummies and a height based classification system designed to make

seat selection simpler for parents.

The introduction of R129 began more than a decade ago and the industry has been gradually transitioning ever since.

Phasing out the older standard

Over time the international regulatory system has moved fully towards the newer regulation.

New approvals under R44 have ceased and the industry has increasingly shifted its focus to R129 compliant products. Within the European Union and Northern Ireland, the transition away from R44 approved seats has now largely been completed as part of that regulatory shift.

In Great Britain, however, the regulatory position is slightly different.

Existing R44 approvals remain recognised within the GB market,

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meaning that products approved under the older regulation can continue to be sold and used.

This position has been confirmed in correspondence from the Department for Transport, which stated that child restraint systems approved to UN Regulation 44 remain subject to conformity requirements until production ceases and may continue to be sold and used in Great Britain.

“

labelled products can still be found in the wider retail ecosystem, particularly through online marketplaces and international sellers.

From a legal standpoint these products remain permitted for sale in Great Britain provided they hold valid approval and meet the applicable product safety requirements. However, the broader industry direction is clearly moving towards the newer regulation.

Retailers therefore face a commercial decision about whether to continue stocking legacy approved products or to focus entirely on seats designed to meet the latest regulatory testing framework.

Many major manufacturers have already moved entirely to R129 compliant ranges, reflecting both regulatory Market direction developments and evolving Across Europe the transition to R129 is safety expectations. However, now effectively complete. The regulation reflects the latest understanding of crash R44 labelled products can protection and child biomechanics, and still be found in the wider the majority of new product retail ecosystem, particularly development is focused firmly within this through online marketplaces framework.

For the nursery industry the practical and international sellers. reality is that the market is already

”

What this means for retailers

For nursery retailers the situation can create some confusion.

Many major manufacturers have already moved entirely to R129 compliant ranges, reflecting both regulatory developments and evolving safety expectations. However, R44

moving in that direction.

While legacy approvals remain legally recognised in Great Britain, the long term trajectory of child car seat regulation is clear. Manufacturers, regulators and safety

researchers are now aligned around the R129 framework.

For retailers and distributors, aligning product ranges with the most current safety standards may therefore offer both commercial clarity and reassurance for consumers navigating an already complex product category.

While Regulation 44 played a central role in child restraint safety for many years, in my view the industry should now be moving fully towards Regulation 129, which reflects the latest developments in crash testing and child safety research. As a sector we should be considering whether the time has come to move completely away from R44 approved products in the UK market.

Feel free to reach out to me if you would like to discuss this topic and share your viewpoint.

You can contact Jonathan by email: jonathan@cls-intelligence.co.uk

BABY CARE INDUSTRY STRATEGIC MAP 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.

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BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl

S P A I N P U E R I C U LT U R A M A R K E T

Katja Keienburg katja.keienburg@babyundjunior.de

SWEDEN LEK & BABY

bcmi@babycaremagazines.com www.babycaremagazines.com

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