Page 1

MAY 2016 ISSUE 08 VOLUME 19 Independently audited. ABC circulation of 4402 1 July 2014 to 30 June 2015

The world of juvenile products— all in one place.

ABC Kids Expo October 18-21, 2016

Las Vegas Convention Center

EXPLORE the benefits of attending the 2016 ABC Kids Expo®, the world’s premier juvenile products trade show, as we return to Las Vegas for our 14th annual trade show. EXHIBIT among the industry elite, with virtually every significant manufacturer or distributor of products for infants and children presenting their newest, most innovative products and services. Engage with international buyers, media and fellow suppliers, when over 1,000 exhibitors and over 12,000 attendees are expected to converge at this private trade event.

Experience the best this industry has to offer, including dazzling networking events and more.

3 themed pavilions international pavilions

12,874 attendees 79 countries 3,259 booths Over 1,000,000 sq. ft.


Phone: 210.691.4848 E-mail: info@theabcshow.com www.theabcshow.com *2015 final attendance figures.

1 specialty showcase

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

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director Paul Naish paul@lemapublishing.co.uk

Re g ul a r s



News ed 12 Spott iler Profile 16 Reta g Shop 20 Talkin ot lier Snapsh 56 Supp 62 BPA


8 36 42 55



Mark Naish mark@lemapublishing.co.uk

Christian Jones, Gro What opportunities are there for independent retailers?

Nigel Plested How have changing bags evolved to keep in line with modern parents?

David Fairhurst, Intelligent Retail Google Search Results – Why Diversification Matters

Ross Hewitt Does your website need an MOT?

Shop Matters with NSG Accessories are the name of the game

Cover Story

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk


Circulation Robert Thomas robert@lemapublishing.co.uk

Hardenberg&Co Time to say hello to Angelcare Sassy!

Features 22

Breastfeeding and accessories


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

A member of the Audit Bureau of Circulation

Changing Bags


Made in Britain


Nursery Décor




Baby Oral Care



Subscription per annum: UK £40, Europe £50 (surface), £60 (airmail)



One simple system. Endless adventures.

Ready for the first ride home and rearward or forward facing up to the first day of school — the award winning i-Size Safe System meets the newest standard and goes far beyond. With first ever standardised side impact testing to new i-Size regulations, along with exclusive Intelli-Fit™ memory foam, the i-Size Safe System offers better head, neck and all over protection for even the tiniest riders.

i-Gemm™ infant seat ECE R129/00

i-Anchor® Advance child seat ECE R129/00 suitable from birth rearward or forward to approx. 4 years i-Base™ Advance

Learn more at askforisize.com For all sales enquiries, please contact Joie UK on 01889 808 900 or email: uksales@joiebaby.com

editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag ay and finally the sun has started to make an appearance – I’m hoping that by the time you read this, we will all be enjoying better weather and that we can say a fond farewell to the rain and cold, turn our heating down and start to feel a spring in our steps. We have seen quite a lot of activity within the car seat sector over the previous weeks, with the main news being that of Booster Seats. Which? recently published an article targeting Booster Seats and the proposed change in law with regard to their use and therefore I spoke with Robert Anslow managing director, of The BPA to gain a level of clarity for everyone who reads this. Robert, told me: “The article published by Which? is slightly misleading as booster seats are not to be ‘banned’. The proposed amendment to the current Regulation 44 will mean that a new booster cushion can be type-approved for Mass Group III only; for children weighing between 22 and 36 kg. It will require a label to be placed on the cushion to restrict its use to children of 125 cm and above. “Currently it is possible to approve in Group II (as well as Group III), so booster cushions are available for use by children of 15 kg and above (which corresponds to around three or sometimes four years of age). “The change, when introduced, will affect NEW type-approvals only. Group II booster cushions can still be used legally in the UK and Europe as they are addressed under different legislation, which has not changed.”


L ook in g foorduc ts ? pr b re a st fee dfeina tg u re sta rt in g S ee ou r p a g e 2 2 . on

Ameda going strong after 70 years

Joie Every Stage, group 0+/1/2/3

Another bright idea

If you have any questions relating to this, you can contact The BPA on 0845 456 9570 or via email: info@bp-a.org To view the Which? article visit: www.which.co.uk/ news/2016/04/new-booster-seatsban-439787 or alternatively you can also visit www.goodeggcarsafety.com/ukincar/ incar/news There has also been a news announcement stating that certain an Mamas & Papas car seats are M currently being recalled as Argos cu have ha identified a potential safety concern. The car seats in question co are a manufactured by Mamas & Papas exclusively for Argos. This P recall notice does not affect any r other Mamas & Papas product. To o view a list of the car seats in question visit www.mamasandpapas.com where you will find their Product Recall section with the seats in question highlighted. Remember, our annual Golf Day is now firmly on the horizon and Malcolm Naish is in the process of finalising bookings. This event is held annually but, as the saying goes, a change is as good as a rest and, after nine years at Staverton Park, will move to a new venue and location this year, Puckrup Hall, which is situated just off the A38 and within minutes of the M5. Further good news is that the fee for the day hasn’t altered! You can find more information by turning to page 61 of this issue, or simply contact Malcolm either by phone or email. Tel: 01442 289930, Email: Malcolm@lemapublishing.co.uk On a final note, we’ve included plenty in this issue to keep you all occupied. You will

“ Th int e c h an g e ,

ro du wh N E W cte d , w ill a ffeecn on ly . G r yp e - app ro va t c us h i onosup I I b oo stelsr use d le g c an st ill b an d Eu r a lly in t h e Ue a dd res se op e a s t h ey K le g i s l atdi un der d i ffera re ent on , w h i c h n ot c h a nged h as Rob ert An


find product features on an array of topics. Breastfeeding and Accessories (page 22), Changing Bags (page 30), Made in Britain (British manufactured and design led products – page 38), Nursery Décor (page 44), Plush Toys and Comforters (page 48) and finally items for Baby Oral Care (page 52). Happy reading!

Litecup, the non-spill cup and night light

www.hippychick.com 01278 434440

nursery today



Generation Media Awarded IPA Gold C4’s Kathryn Mewes partners Standard ration Media are proud to announce the with Summer Infant

Summer Infant UK are partnering with Kathryn Mewes, author of The Three Day Nanny and star of C4 TV show The 3 Day Nanny, to provide practical advice to help parents navigate their way through some of the major infant and toddler milestones. The partnership has just launched with the first in the series of the guides for parents, focusing on helping toddlers’ transition from Cot to Bed, which can be found on the Summer Infant UK Facebook page. “We are thrilled to be working with such a leading parent consultant like Kathryn Mewes in our marketing efforts”, says Hashim Yilmaz, General Manager of Summer Infant UK, “one of our marketing objectives is to build Summer Infant brand equity and trust amongst our consumers; so what better way to do that than to provide some really practical help in the form of really useful information from such a credible parenting guru.” Summer Infant UK will soon be announcing their marketing plans to support the launch of Born Free later this year, which will include further partnering with Kathryn Mewes. Web: www.summerinfant.co.uk

Proven free o f toxins lon the ia c ffi o It’s es lin ttle is one of the only bo

Pura en confirmed free of market which has be non-profit and 80,000 toxins by the firm MadeSafe independent testing eSafe was created (madesafe.org). Mad t endent source to cu to provide an indep ds an br of pe g hy through the marketin eco-progressive d an ety saf t tou o wh products. bly the only Pura bottles are possi household of ies or product in all categ otocol! In pr g tin tes incredibly detailed s thi et me to ts uc prod t to earn BOTH the on the global marke y an mp co ly on the other words, Pura is IED seals. s, 2012 NTOXIC CERTIF ntact UK Distributor MADESAFE and NO s amazing range? Co thi ing ck sto in ed Interest .co.uk Ltd at info@2012ltd

Gene achievement of IPA Gold Standard for their Continuous Professional Development. This is the third year the agency has received this coveted accreditation from the Institute of Practitioners in Advertising. ies ncies To achieve IPA CPD Gold accreditation, agenc l pment develo their of were required to undergo a full review iveness of effect the e nstrat demo and s programmes and system that led revea s ission subm Their ss. succe ess these on busin t pmen develo they take a holistic approach to professional show they that and t budge ble regardless of the size of availa e, in support creativity in building an energetic learning cultur ed clear of real business objectives. The agencies also provid to n add-o an y merel evidence that CPD practice is not g fuellin ess, busin their of heart the operations but lies at ence. excell e servic client and ss succe commercial da The IPA judges cited “Generation Media have create yees emplo in ced eviden y clearl is culture of learning, which really sharing best practice and ideas with each other (this d myself stood out versus other submissions)… I had to remin way!” good a in that of the agency’s size and I mean Tel: 0207 637 9970

Cantaloop appoints Bertelli tions Communica leading pregnancy and

One of the nursing lingerie brands Cantaloop has appointed Bertelli Communications to manage PR and social media in the UK. Bertelli will raise brand awareness via both traditional and online media as well as managing all social media channels on behalf of the company. For further information, please contact Cantaloop on: 01538 399541

iCandy wins Queen’s Award ard For Enterprise in International Trade iCandy are delighted to announce that Her Majesty The Queen has been graciously pleased to approve the Prime Minister, Mr. David Cameron’s, recommendation that iCandy should receive a Queen’s Award for Enterprise in International Trade this year. iCandy is very much looking forward to welcoming Her Majesty The Queen’s representative at iCandy World’s Headquarters in Biggleswade, Bedfordshire, typically the Lord Lieutenant, who will present iCandy with a commemorative engraved crystal bowl in acknowledgement of the brands achievements. Furthermore iCandy’s two Joint CEO’s, brothers Bradley and Warren Appel, will be attending Her Majesty The Queen’s reception at Buckingham Palace on Thursday 14th July 2016. Web: www.icandyworld.com


nursery today

sponsored by hardenbergco.co.uk 01785 503 305

Worldwide distributor BeSafe chooses Torque Leading end-to-end nursery logistics

...Become come a stockist st of our award d winning range... nge...

provider Torque has been chosen by BeSafe to take over the management of their UK operations. BeSafe, who distribute their high quality car seats for children and other road safety products through selected retailers, appointed Torque due to their expertise within the nursery sector and specialist services they are able to provide. Explaining the appointment, Paul Sirett, Country Manager – UK/Ireland BeSafe Scandinavian Child Car Seats said: “We chose Torque because of their enthusiastic, helpful and flexible attitude and practical ‘can do’ approach. We needed a partner who took work away from us, not added to our workload! TORQUE delivers that every day.” Oliver Winstanley, Head of Omni-Channel, Torque, said: “We are delighted to be working with a brand as well regarded as BeSafe, they have joined Torque at very important time for the company, launching a number of new products and increasing their customer base. In the time we’ve been working together it has been great to see their success develop and we look forward to our partnership flourishing in the future”. For further information on Torque, please visit www.torque.eu, call 08000 8555 10 or email enquiries@torque.eu

New Size 12-18m available now!


o F e in x a M r o f n io Promot within the continued growth To support iGen’s we are a en ar ily research kids, youth and fam s. ge an ch m tea ce new pleased to announ Director, te cia so As y erl m Maxine Fox, for ing as the new Manag has been appointed sight. Director of iGen In O, comments “This CE er ell W an De ection of Maxine’s promotion is in refl dership within the transfor mative lea ering ng the agency’s off company, accelerati d family an h the kids, yout and standing within nationally.” er int d an in the UK insight space, both

e s on th Visit u k stand hic Hippyc 35 at 9 C2 / ate Harrog

Tangible results for Mothercare Mothercare plc, one of the leading global retailers for parents and young children have issued their trading update, which covers the 11 week period to 26 March 2016. UK like-for-like sales were up 2.1% during Q4 with support from online sales which were up 5.6%. Online sales now account for c35% (LY: c30%) of total UK sales with a continued focus on full price sales which led to another quarter of strong gross margins. Total UK sales were up 0.8% as both online and store sales benefitted from the ongoing strategy, despite the planned (6.4%) year-onyear reduction in space.

Cosy little slipper socks!

Protecting babies knees!

www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

nursery today


news Independent retailers: Right place, right message Christian Jones, Managing Director of leading safe sleep brand The Gro Company, looks at the opportunities for independent retailers, despite competition from their larger rivals.


t is widely accepted that customers have come to expect the wide and varied product choice that large retailers can provide, and they also want the convenience of being able to shop anytime and anywhere, which online stores provide. Yet at the same time there are regular complaints in the press about the homogenisation of the High Street and the demise of independent retailers. In addition, whenever a new survey of ‘Best Places to Live’ is compiled and published, one of the contributory criteria is nearly always the presence of a varied shopping landscape – with particular reference to independent retailers. Clearly people value the presence of independent shops in their local neighbourhood, even if they don’t always vote for them with their wallets. The Federation of Small Businesses has calculated that for every pound spent at an independent company, around 70p stays in the local economy. This is what lies behind many of the ‘local currency’ schemes which are springing up in towns and cities across the UK and throughout the world. Once regarded as bizarrely ‘alternative’, these schemes are gaining popularity and their presence has become an indication of a vibrant and engaged local community. In essence they are largely marketing initiatives to remind a city’s or town’s citizens to spend their money in the local independent stores that make their High Street an interesting place to shop. This money then further benefits those same local communities.

Independent retailers have the ability to compete So how can independent retailers compete and stay relevant when they do not benefit from the economies of scale enjoyed by their larger or online rivals? Maybe some of the answers lie in taking advantage of the increased value of localism. For example, one big advantage for small or independent businesses is the face to face contact they have with their customers. This feedback can be invaluable when used correctly, and allows independents to be far more agile than their larger counterparts in reacting to changing public tastes and requirements. It is also possible for smaller retailers to offer a more personalised service to their customers – and increasingly to have that high level of service recognised and recommended via social media. From a trade point of view, independent retailers have a huge role to play as brand advocates. They are able to speak in a knowledgeable and meaningful way to their customers about the brands they have chosen to stock. Manufacturers should also be mindful that independent retailers are ideally placed to pass on that brand advocacy directly to customers and their networks, so that in the end, everybody wins.


nursery today

Go Platinum with Bubbaroo Known for its high quality, chic and functional sleepwear and nursery accessories Bubbaroo has launched their Platinum Range of products taking the brand to a whole new level. The new Platinum Range is unique and encompasses new product offerings using the highest quality fabrics and materials. Each Platinum Range product is beautifully presented in a platinum gift box making the perfect gift. The gift box can then be used to store keep-sakes. Web: www.bubbaroo.co.uk

Far East welcomes funky brand This mo

nth sees the FunPod manufac turer laun nch ch the Little Helper range in Jap an. Well known for the love of UK brands, Japane se distributor SunBebe is signed up to represe nt this fun and funky brand in the Far East. “Japan loves British sh design and British brands and selling Little Helper in this part of the wor ld is a very exciting move for us. Initial response and sales for Little Helper shows much promise and we look forward to a long and fruitful relationship with our Japanese customers whilst we continue to grow sales in Europe too.” Say s Sean Johnson, Managing Director.

Web: www.littlehelper.co. uk

Lock it or Lose it: Buggy theft Britain According to a recent investigation conducted by Hippychick, a leading distributor of nursery accessories, Buggy theft is big business. Second hand buggies – especially the popular brands like Bugaboo, Silver Cross, Maclaren, Chicco and Graco are a hot target for thieves. It’s a simple crime, as Paul Baines, one of the police officers behind the My Buggy Buddy range explains: “It’s so easy to walk off with a buggy without arousing suspicion. It’s difficult to detect the crime and the rewards are potentially very high, especially with the top brands.” No one knows the exact scale of the problem because most parents don’t report their loss to the police, or claim on their insurance. However, according to a Daily Telegraph article in 2013 the black market in stolen pushchairs was worth £60million. In the same year, The Daily Mail reported that an insurance company paid out £70million in insurance claims for stolen buggies. The My Buggy Buddy range is exclusively available from Hippychick, with a wide selection from locks to weights and RRP’s starting at £5.99 For more information visit www.hippychick.com/mbb

Our new arrival from birth to booster

Ultimate protection with a full steel frame and extended rear facing use

01827 310557 dionouk@diono.com uk.diono.com

news What’s in store... One of the leading licensed character baby soft toys manufacturers, Rainbow Designs talks to Mike Coward, Owner of Barrow-inFurness based Baby Bitz, about the current retail trends in the nursery sector. Is there a particular license that is performing well at the moment for you within the Nursery category? The renowned Peter Rabbit brand has always performed well for us. The timeless classic is very popular with all generations and the new nursery collection of Peter and Flopsy Bunny baby toys and gifts appeal to both parents and gift buyers. What do customers look for in a product when it comes to baby gifting? Our customers like the traditional products, items that provide good value for money. Products like the Peter Rabbit Jack in the Box are a good seller for us. Are customers prepared to pay a little bit more for Baby Gifts or Licensed products? Our customers seem happy to pay a little bit extra for good quality licensed products, it really doesn’t put people off. What do you predict will be a hot product for you this year in th the Nursery/baby gifting category? cat With the 150th Anniversary Wit this year I think it will be a th strong 12 months for the st Peter Rabbit property. The P additional PR activities and a promotion that has been put behind the brand has further raised the profile this ye year ear and I believe we will se see this reflected ected in the product sales.

Weybury ted i m i L h t e r d l i H ard Welcome Rich TburryoHildtretth Limited, Europe, the companyRichbearhind dTrthotte Kohaso-bedienanapd pointed

Wey ce that s. delighted to announ ting and operation PurF lo brands, are global sales, marke for lity ibi ns d po an res y To with rking in the Retail, Managing Director years’ experience wo Richard has over 25 years as Managing Parenting sectors. Summer Infant, 5 at s ar UK ye 12 t las e th growth across both Richard has spent spearheading sales ly ful ess cc su l, na tio Director of Interna an markets. “WHL is entering and International rope commented: Eu L nal H tio W na of ter O In , CE th his vast Lee-anne Simpson chard on board wi Ri g th vin ow ha gr d r an ou th ng grow accelerati exciting period of be instrumental in ial experience will erc m m co d an les sa company that is plans.” ing to be joining a cit ex cant ly tru is t “I : company with signifi Richard commented . WHL Europe is a ds g an cin br ur d so an d t an uc n od sig ble product de ida passionate about pr m for a by ted d is suppor growth potential an om team.” @webury-hildreth.c ntacted on richard co be n ca d ar ch Ri

Rainbow launches new My First Thomas & Friends baby collection Leading iconic pre-school brand, Thomas & Friends,

has joined with Rainbow Designs for the launch of a new baby and infant range. The famous No.1 blue engine and his friends will now star in a range of baby products and gifts that will include developmental and activity toys. The initial collection, will launch this summer, featuring My First Thomas & Friends Tummy Time Activity Playmat, Comfort Blanket, Chime Ball, Activity Cube and a cuddly My First Thomas.

Web: www.rainbowdesigns.co.uk

Bibetta appoints bébélephant as their UK distributor Bibetta is delighted to announce the appointment of bébélephant as their new UK distributor. Bibetta, the innovative baby accessories design company whose hero product is the multi-award winning neoprene UltraBib, will be working with bébélephant with immediate effect to supply Bibetta’s premium quality products to several national retail accounts. Bébélephant’s appointment as UK distributor enables retail buyers to purchase Bibetta’s products quickly and efficiently and get their unique and attractive designs in front of customers with ease. Web: Bibetta: www.bibetta.com, Bebelephant: www.bebelephant.com


nursery today

Made in Sweden for the next generation

Tel: 01159 64 69 79 www.emmaljunga.co.uk




Introducing... STAGE 1 S WA D D LE M E 速 WRAPSACK


Safer Sleep, Brighter Days.



! d e t ot


nd a V T on s we’ve r o s new ery item e h t rs in u t n o e h h ently ome of t th. r r u c s n ’s Wha?t Here arend this mo SnoozeShade film ted arou t o sp

has Izzy Judd Covered Team SnoozeShade were very pleased to see new celebrity mum, Izzy Judd, is a fan of its award winning SnoozeShade Deluxe Original. The wife of the McFly drummer shared a photo on Instagram and Twitter last week, of her taking a stroll with her trusty SnoozeShade, keeping baby Lola protected and sound asleep. Web: www.SnoozeShade.com

order e h t s i n u F Frugi uddy B r o f y a d e of th Fletcher!

g organic the UK’s leadin Frugi as one of am ” posted on te r ow fo gr r by fa t time so ends “Lovely Ba Fri rm Fa It’s been a grea its d er. te anna Fletch ands has spot of The Year Giov childrenswear br of Celebrity Mum ile of pr am gr ta the Ins wholesale.com Web: www.frugi

Coleen gets back Doona to earth from Barbados There has been much excitement in the CuddleCo office after discovering that celebrity mum Coleen Rooney is a fan of Doona- the world’s first hybrid car seat! The wife of Wayne Rooney, was spotted travelling home after holidaying in Barbados with her three sons, Kai and Klay and three-month old Kit, who was safely transported in the revolutionary car seat. Web: www.cuddleco.co.uk

is g n i d ls! e l e i f t H s e a Th Bre n i s u ro o m a l G

sen has cho d n Cavalari a n tt ti a s y ri K Jaxon W V star T , n n o a s c ri d at Ame ing her secon feed learn th d tagram a ited to pport with fee ne! c x e ry ong Ins ve o tr e u s s it ry u re e n q to e v o e li w s il caused o were Medela ir breastpump not shy to tell on her two m they’ve h e w s ly is th b to e rs f a o h e o d h s one follow all is two p erstan t bit of shared ic Pump - und 80,000 of her the bes r has proudly r tr c e v le o E m le fro ub The sta style Do ceived support astfeed. er Free using h n’s pictures re decision to bre r sti stir! Kri cited about he k ex .u ry o e .c v ll la a .mede w w w : Web


nursery today

Myweeteepee – as seen on TV! Myweeteepee got its air debut on Tuesday 19th April after being handpicked for inclusion in Channel 4’s new reality programme “The Tiny Tots Talent Show”. Myweeteepee were invited along to a day of filming at the end of 2015 where children got to play in the teepees in between filming their fantastic talents. Owner Kate Janach has documented their experience in a blog post which can be found on the Myweeteepee website along with images from the filming which show the girls dressing up in the DIVA teepee and having a teepee party in the Evie Rose teepee. Web: www.myweeteepee.co.uk

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

The beautiful Alaska Cot Bed


Angelcare gets Sassy! It’s been a busy 12 months for Hardenberg&Co with the merging of brands, new products, new team members and multiple awards for the product portfolio!


016 looks set to be even more eventful with exciting new product development expanding the product offering even more and there’s big plans for the growing portfolio of award-winning brands that already have global appeal. It’s not only the brands that are set for expansion, but the growing H&Co Trade Department will focus on ensuring that independent retailer customers receive the best experience, competitive pricing and convenience when looking to purchase some of the hottest baby brands in the UK right now. With dedicated account management retailers can expect a personalised touch and bespoke pricing to suit their ever-changing needs in such a competitive retail landscape.

Angelcare Aquire Sassy!

Angelcare is the global number 1 in movement monitors, sold in over 70 countries, won over 60 awards worldwide and has provided peace of mind to millions of parents. Sassy, for over 30 years, have excelled in the baby products industry and provide a unique approach focused on stimulating the four key developmental areas during baby’s first year of life. So, over the last 12 months, the two global brands have united. Say Hello to Angelcare Sassy…


nursery today

Angelcare, global market leader and innovator, unite with Sassy to provide families with the ultimate collection of quality nursery products. Angelcare Sassy will enhance the precious journey from birth through to preschool using premium baby products, offering optimum safety and developmental support at home. By combining unique expertise, knowledge and innovation the brands aim to give parents peace of mind while their children thrive.

Angelcare Innovation

As the global number one for movement monitors, Angelcare never fail to impress parents and retailers with exciting product innovation. So far this year, they have launched the, already BANTA AwardWinning, AC1300 Video, Movement & Sound Baby Monitor. For parents, understanding safe sleep is a trigger for anxiety, so continuous research and innovations in Angelcare technology aim to alleviate this stress and design monitors with features that fit into parents’

contemporary lifestyles and give them exactly what they want.

2016 Reinvents bathtime

Angelcare also offer ultimate quality in other product categories too. Innovation in their Soft-Touch Bath Support has continually gained parent-recognised awards, making it a top seller! The soft TPE material adapts to bath water temperature quickly to ensure baby is warm and comfortable during bathtime. Keep an eye-out for some ‘high-demand’ line extensions for this range during 2016!

Fresh Thinking!

The Nappy Disposal System is a long-standing number one seller within the changing categories. Featuring the unique Air-Seal™ technology. Designed to keep bad smells at bay, this simple-to-use Nappy Disposal System makes a happier, more fragrant home. Using the same technology Angelcare have developed and launched their On-The-Go range of Nappy Disposal. A safe way to carry nappy bags that provide an odour-free and simple way to dispose of dirty nappies whilst at home or out and about. Air Seal Technology and a multi-layer film barrier locks the odour in. They’re easy-to-use and keep change time hygienic and convenient.

Brand New Potty with style!

And now, potty training is made easy and ssuper-stylish with ‘The Growing Up P Potty!’ Parents will love its easyto-use height adjust base, allowing to-us children to sit in the correct and child comfortable position whilst providing comf a sen sense of independence. The potty is de designed to help children sit down easily and get up all on their own. It not only looks the part, it makes potty training quick and efficient.

Good toys that make sense

Sassy, known for its traditional, good quality developmental toys, match a child’s stage and emerging ability and maximises their development of Taste, Touch, Vision and Hearing. Sassy Toys help build a baby’s attention span, not fragment it. Every feature on each product has been designed to contribute to the development of physical, mental, social and emotional skill sets.

The future for Angelcare Sassy By combining these brands, parents can expect to see some fantastic developments throughout the year thanks to the merging of research teams, expertise and creativity. The future for Angelcare Sassy is set to be a big one! Don’t miss out!

New Kid on the block

The brand new Sassy Sensory Blocks Collection was successfully launched at Harrogate is aimed at helping children learn to stack blocks with minimal frustration. Bright colours, patterns, textures and adorable characters will stimulate your baby’s imagination and tactile development. Beautifully designed to develop your baby’s senses, thinking skills, logic and also their motor skills. Children don’t have to be precise when stacking these blocks, they can easily learn to stack, build and tear down their block towers using the innovative Sassy Stay Trays™. These Stay Trays™ allow little ones to feel the satisfaction of building a tower, whether it is straight or wobbly, because the blocks will stay put in the trays until they are ready to be knocked down!

Tel: 01785 503 305 Email: info@hcotrade.co.uk Web: www.Hardenbergco.co.uk



Raising Oxford and beyond! Oxford Pram Centre have been serving their customers since the 1960’s and have been in and around the City of Oxford for over 50 years. During this time, the business has been located in various premises and has also changed ownership a number of times. We spoke to Sara Holloran, business development opme manager, to find out more. Tell us a little about the store. You have been established for over 50 years with an interesting history, what’s been the story of the success behind this?

B ec a use w e liv “ e in a ‘g

lob a l villa g e’ w o w e h ave seen g r ld , a c c es s ib il ity to re a ter des ign an d in n o b r an d s , fro m fu rt h er avfia t ion s e ld .

The Oxford Pram Centre was acquired by its present owners in September 2014 and since that time has undergone a great deal of change. Taking it from a paper business to one that has the latest EPOS system has enabled us to run the business more efficiently and effectively for the mutual benefit of ourselves, our customers and our suppliers. The changes within the business are still very much work-in-progress, but all are intended to give our customers in store and online, service which is second to none. We feel that after almost 18 months in the business, we are securing and adding further to the successful solid foundation built over the past 50 years.

During this time, what would you say has been the most dynamic nursery category? 16

nursery today

evolution It would have to be the evolutio of prams and pushchairs. Because we live in a ‘global village’ world, we have seen greater accessibility to brands, design and innovations from further afield. All of the brands that we retail at The Oxford Pram Centre have earned their place in our store and online because we consider they meet our own high standards on safety, price, comfort and style. We are seeing consistent positive change in the brands as they launch new models, new fabrics and modifications to their existing successful prams and pushchairs in recognition of consumer demand and more stringent safety regulations.

Do you feel there is sufficient innovation at present? I think across the industry as a whole there is a great deal of new innovation year on year, and this is very evident at both the Harrogate International Nursery Fair and Kind + Jugend in Cologne. For the wheeled products, the major brands are clearly listening to the consumer and creatively designing prams and pushchairs that meet the ever-increasing expectations of consumers in all areas. Equally, the major brands are embracing the demand for goods that offer the latest safety features, technological advances in terms of fabrics and design, but also the need to produce more products that have a degree of longevity and flexibility for the growing family.

Is there a particular category that performs well for you at present, or indeed a product? It really isn’t easy to select a particular category, brand or product that is out-performing all others. We have worked tirelessly over the last 18 months to change the face of our business in store and online through our new website. In addition, we have reviewed all of the brands and products that were sold under the previous manage-

ment, deciding to cease trading with some and engage with new suppliers, which has been very well received with our customers, who of course set our benchmark. It is however fair to say that prams, pushchairs and car seats collectively and consistently perform well for us.

How important are demonstration of products from your suppliers to you? Hugely! At the Oxford Pram Centre we pride ourselves on the expertise of our staff. Our team, which is led by our Manager Mandy Silva, have together worked for the business for over 40 years. We believe investment in our staff is key to our success and we therefore

Pr a m A t t h e O x foerdp ride C entre w n t h e ou r se lves o r sta ff . exp ert ise o f owu h ic h is O u r t e a m , M a n a g er le d b y ou r va , h ave M an d y S il rke d fo r to g et h er w o fo r o ver t h e bus in es sa r s . 40 ye

ensure that all staff are trained directly by our suppliers to enable them to competently demonstrate to our customers each and every product. Regular visits to our store by the brand representatives is pivotal to ensure our own staff have the opportunity to raise their questions and concerns so that they can in turn advise customers fully on any given product.

How have you secured your position as a leading independent nursery retailer? We firmly believe that it is important to continue to grow, learn and develop our business, our staff and our knowledge to benefit both The Oxford kn Pram Centre as well as our customers. Pr Having a passion for the industry and H enjoying working hard and seeing the en results for ourselves, helps to secure re our ou present position and gives us a great gr pivot point from which to develop and diversify further in time, de which is a great place to be. w

Red Kite 2016 collection 01454 326 555 www.redkitebaby.com

D you offer the same Do product range online as you p do in store? d W launched our new website just over We a year ago and whilst we are still in the process of loading some of the new pr products we purchased from our time pr

nursery today




at the Harrogate International Nursery Fair, we sell all of our products both in store and online where supplier contracts allow. For both sides of the business, we have actively been working to provide products across the board, with the exception of clothing, so that The Oxford Pram Centre is a one-stopshop for the essentials that new parents need in readiness for their new arrival.

What about social media, a, how important is this to you and what channels do you currently use?

W h ilst w e a re “ a p p ro ve d reta iler an The Oxford Pram Centre recognises es fo r a expected for delivery into our the importance of social media and d e la r g e n u m b e r o warehouse at a glance. we are active on both Facebook and d w f t h e m a j o r b r an d s , We offer a loan pushchair our own blog. Both are a great wayy w e a re scscheme for customers that of showcasing some of the new a lw a y s c u st e r need to have their pram or products that we have purchased, ne foc use d an do m pushchair returned to the some of the new colours and pu supplier for repair etc. Our fabrics for existing brands that are sup t h ere fo re keep w e a Assistant Manager Henry is being introduced, as well as new Ass k e e n ey e o n w h a t n product launches to look out for. also always willing to help and advise customers who may have Our Marketing Manager, Jade adv p ro duc ts a re b e w smaller problem with their Murley, encourages feedback a sm la un c h e d , c u r rein g from our customers on social pram or pushchair that can be media as to whether they like a more easily rectified in situ. tren d s an d w hent a new product or not; would they t p ro duc ts w e fe buy it for themselves etc etc? We You cover a multitude w ould c o mp le m e l are a customer led business and of brands, b but how e n t their feedback really does important imp are the new o u ex ist in g stoc k .. r or lesser influence what products and le known brands we choose to sell. companies com that enter Pinterest and Twitter will also be embraced over the coming months. JJade d uses our blog to showcase new products, special offers, and in store events. We will also going forward, be including various guides for parents, feature more customer/ parent stories and reviews, and invite more guest bloggers. Watch this space!

You pride yourselves on your level of customer service, tell us a little about this. Customer Service is another area of the business that we firmly prioritise. Having undertaken an audit of the enquiries and feedback that we received over a period, we felt there was still much room for improvement. We strive to offer the same level of customer service online as we do in store. We want every customer without exception to feel that our staff have truly gone the extra mile. If we do not have stock of a certain product, we will do our best to obtain one as quickly as possible, or offer a viable alternative that the customer may not have previously considered. Our order tracking system ensures that we know what stock products are on order with our suppliers and when they are


nursery today

the nursery sector to you and why?

Whilst we are an approved retailer for a large number of the major brands, we are always customer focused and we therefore keep a keen eye on what new products are being launched, current trends and what products we feel would complement our existing stock. In this regard, it doesn’t matter whether the product is from a small or a large supplier, only that it meets our standards on safety, design, comfort and price, and that we feel it is something that is going to be well received. We will never compromise the responsibility and trust we have built and continue to build with our customers across the board, which is where the experience of our staff comes ou very strongly into ve play, all of which pla helps us to he determine which de brands and br products to stock. pr

H How do you k keep abreast of current cconsumer ttrends? T keep abreast To of o current consumer

trends, we feel it is vital for us to attend both the Harrogate International Nursery Fair as well as the Kind Und Jugend Trade Fair in Cologne each year. This is always a great opportunity for us to see at a glance the new innovations in the industry, the changes and improvements to existing products, and the proposed new products in the pipeline. We also regularly read the latest industry news publications, which we feel are invaluable for sharing product information, keeping us aware of the industry awards, and generally ensuring that we are actively keeping up-to-date with nursery related issues that we should be aware of as a responsible independent retailer.

Where do you go to spot those ‘must have’ items for your store or website? We feel that we have a responsibility to our customers, new and existing, to stay current with the latest changes, trends and demands for new products. However, through our social media, online customer service and in store interaction, we listen to what our customers have to say, their needs and their feedback. It is this that helps us to determine what products we should sell at The Oxford Pram Centre. Attending the annual industry trade fairs, keeping a watchful eye on our competitors both locally and nationally, as well as diligently reading the trade press enables us to remain a successful independent retailer as well as spot the ‘must have’ items that will work for all concerned.

Finally, are there any exciting plans on the horizon that you would like to share? Since we acquired the business, we have made many changes but genuinely feel we have barely started! It’s a great business, a great industry and we foresee so much opportunity and growth ahead for The Oxford Pram Centre. At this stage we are looking to continue our learning, growth and development of the business. We have a strong brand within the industry built on a solid foundation over a 50 year period, and we firmly believe that we are on the right path.

talking shop We asked a selection of independent retailers their thoughts on the support they receive from their current suppliers.



As an independent retailer do you feel you are receiving sufficient support from your suppliers? Yes I feel like we generally receive great support from ourr suppliers in terms of products, flexibility and lead times. In the main they try to understand the constraints we experience as smaller independents.

As an independent retailer do you feel you are receiving sufficient support from your suppliers? I find due to my location (NE Scotland) there is very little support and very few representatives.

Is there anything more they could offer to support you? High order values don’t work well for us, as we have to make sure our buying budget spreads, and sometimes you could really do with a few items and have to make an order up or stop selling the product until you are ready to reorder in larger quantities. Do you have a specific supplier who you feel is a ‘hero’ at present that you would like to acknowledge? We have always had a really good relationship with Shnuggle as we have been stocking their baskets from very early on, but there are lots that we love dealing with. At the moment, which product category do you feel is performing well for the independents? At the moment practical, on-the-go products are doing well and also changing bags. I’m hopeful that the new Ickle Bubba Aurora will be a big hit too this year.

Contact Penny Franks for a chat on 01442 289 947 penny@lemapublishing.co.uk if you would like to be included in our next issue.


Sally Walker

nursery today

Is there anything more they could offer to support you? We find catalogues and literature focussing on products helps the consumer with their ‘homework’ and in turn ensures a sale for us. Do you have a specific supplier who you feel is a ‘hero’ at present that you would like to acknowledge? We have an excellent working relationship with our reps from Silver Cross and Emmaljunga. Receiving a good service encourages a trust with the brand, which filters down to the consumer. At the moment, which product category do you feel is performing well for the independents? As a modern boutique selling classical and traditional products alongside the latest on the market, we find the pram market is selling very well for us. We have people travelling as far as 100 miles to sample all the ranges of prams before they make their final decision.

Tracy Bayliss FIRST YEARS & BEYOND,, BIDEFORD As an independent retailer do you feel you are receiving sufficient support from your suppliers? The only thing which would be useful is more offers to pass on to our end customer, multi buys or discount on set products to promote. omote. Do you have a specific supplier who you feel is a ‘hero’ at present that you would like to acknowledge? Bigjigs is one of my main suppliers and I cannot fault them, their product is consistent, in quality and value. At the moment, which product category do you feel is performing well for the independents? For me gifts for baby is the biggest selling area, we are increasing this product range at present, including some fantastic new wooden toys from Bigjigs and a great new gift range which we have added in the last couple of months, all aimed at new mums, new baby’s and the 1st Birthday gift.

Mike Coward BABYBITZ,


At the moment, which product category do you feel is performing well for the independents? Mid-priced wheels – not the top-end nor the bottom end of the market.

p design loo e-

how sim see p

! is to use!

Do you have a specific supplier who you feel is a ‘hero’ at present that you would like to acknowledge? BabyStyle are good – they always give out as much information as they can on new products. They are always willing to do posters to display in the shop. Dorel are good. They always send out details.

slips on like a t-shirt




it le

Is there anything more they could offer to support you? Maybe more point of sale material on their products. More information for staff – I don’t mean staff training but information so that when customers ask a question they are in a position to answer.

A wrap without all the wrapping...

ique doub un l

As an independent retailer do you feel you are receiving sufficient support from your suppliers? From most of them yes, we do.

place carrier over your head.

separate the two loops.

place one arm through each.

www.2012ltd.com • info@2012ltd.co.uk Tel (01202) 303 777

nursery today



Breast express Breast milk is naturally what’s best for baby, but the level of anxiety that this can cause in new mums is astounding – questions will always be raised, what if my baby doesn’t take to the breast, how will I feel when breast feeding? reastfeeding can bring so many problems for many mums and our modern day society and lifestyle choices dictate that for some mums it may be time to go back to the workplace by the time their little one is as young as three months old. With this brings other problems and dilemmas. One will be the transition from breast to bottle. Many mums who breastfeed will eventually express milk. This occurs for a variety of reasons. This could be due to the return to work ethos, or to give more flexibility and freedom to the mother – being able to leave the home for a social evening or to enable dad to become a little more hands on with regard to feeding time – also enabling fathers to experience a better level of bonding. Sarah Redshaw, managing editor of BabyCentre UK, one of the UK’s leading pregnancy and parenting digital resources told us: “Mums know the advantages of breast feeding. What is often overlooked however is for some new mums, breastfeeding can be difficult to establish or they encounter problems at the start and so some mums may switch to expressing so their babies continue to be fed breastmilk. For other Mums, it may be that they feel uncomfortable breastfeeding in public places. Sadly, there is still some social stigma around breastfeeding and we hear lots of stories where mums are asked to leave restaurants, cover up or feed their babies somewhere else and so some mums would rather express. For older babies, breastfeeding when you return to work is physically impossible so expressing and storing milk at work is the only option. “Being able to express and store milk also means



nursery today

B ein g ab le to “ exp ress

an d store m ilk also mean s th at p artn er s can also b e in vo lved in th e feed in g an d give mu m s a w ell- deser ve d b re ak Sarah Redshaw

that partners can also be involved in the feeding and give mums a welldeserved break. While nearly all women are capable of making plenty of milk for their baby, expressing with a breast pump in addition to breastfeeding can build up a milk supply and help mums to keep breastfeeding for longer.”

We asked Paul Furlong, managing director, Medela his opinion on what is currently driving and motivating this product sector. “We believe that research is and should always be leading the sector. A breastpump is an important and very personal piece of equipment to support mothers at an important time in their lives and for this reason it has to do a great job. As a company passionate about supporting breastfeeding mothers, we are devoted to providing exceptionally high quality, effective breastpumps and are constantly researching in order to be sure we are achieving this. Parents are looking for excellence in this category with hospital grade technology at the heart of our pumps we offer mothers a very unique product. It is also extremely important however to provide personal support too and with the launch of our App we are able to help mothers from day one of breastfeeding.” Chris Clarke, UK marketing manager, NUK Baby feels the same and having recently conducted research directly targeted towards mothers on this

focus BREASTFEEDING focus & ACCESSORIES WHEEL GOODS subject informs us “Consumer research conducted on the behalf of NUK has shown that there is a definite want from mums to be able to combine breastfeeding and bottle feeding. In fact this is their number one requirement. Mums understand the benefits of breastfeeding and want to breastfeed and feed their baby breast milk. However they also want the flexibility and control that combined feeding offers, i.e., being able to more easily feed baby nutrient rich breast milk on the go without having to breastfeed in public or to be able to take a break from feeding from time to time and involve dad and other family members more in the feeding process. From a bonding perspective the research showed a strong want for dad to be more involved in feeding from day one, which again is a benefit of successfully achieving combined feeding.” And what about functions, how important are these? Chris responds. “From feedback that we regularly receive from bloggers and product testers, speed and ease of use is an absolute priority, this makes Electric Breast pumps particularly popular because many such as the Luna Electric Breast Pump from NUK feature a fast expressing mode. Comfort is also key. Of course the process of expressing needs to be comfortable which can be helped by features such as the soft, textured silicone cushion which can be found on both the NUK Jolie and Luna Breast Pumps, this moulds to the shape of the breast. It’s also really important for mums that the pump can be held with just one hand and isn’t too heavy.” So we can see that ease of use is incredibly

“w From feedback th at

e re gula r ly receive from b lo gg er s an d p ro duct tester s, sp ee d an d ea se o f use is an ab so lute p ri ority Chris Clarke

important within this extremely emotive sector, but how about ease of transporting for use away from the home? Sarah knows that this is incredibly important from speaking with their online community: “We know that mums are busy people! The latest report in our 21st Century Mum insight series found that a new mum’s time is no longer her own, with 10 hours of parenting time added to her day and 14 fewer hours for herself. So it’s important they have a reliable product that they can keep with them on the go. Some breast pumps come in handy packs which contain milk storage containers and ice packs, so they can use them when they’re out and about.

“Mums will also look for recommendations from other mums, BabyCentre has a very active ‘pumping mummies’ group which offers advice and support about expressing.” As this is quite a personal product category, what would be the best advice a retailer could give to a customer who is looking for these products? Sarah told Nursery Today: “Retailers should let women know that they may be successful with one type of pump and not with others. If they buy one and it doesn’t work for them, they can take it back for an exchange or refund. A good breast pump mimics the suckling action of the baby and doesn’t cause any pain with ongoing use but may feel uncomfortable to begin with. Retailers should ask a few simple questions such as where they’re most likely to use the breast pump and how often. If they’re expressing at work, they may want an electric pump that is reliable, fast, easily portable and not too noisy. If it’s for occasional use, they may want a manual pump.” It is clearly evident that this sector is one of growth – make sure you carry a plentiful array of stock and you are sure to see a good level of return - remember that each product may not be suitable for every infant – an assortment of items to give the parents a selection of choice would be key – whether that be an electronic or manual pump or of course those all-important feeding bottles and teats.

nursery today



py p o B g n i Gett

-one aid to atile four-in rt. The rs ve a is Chicco suppo Pillow from receive much needed g and vides a snu y The Boppy b ro a p b t d a n th a e m p a u m sh re for b astonomic help both eal solution baby, clusive erg id ex n n a a it s a g h in pillow for the m, mak es support the r every mu ding provid py pillow to adapt to secure fit fo d a p l a rn te p too in o g e B n h e ei T allows th ape or b feeding. sive insert original sh u s cl it g ex n e si th lo while ithout ery mum w in shape of ev crucial role es to play a a cosy nest u n es ti n m o co tight. ec y b p p w o lo B il g, p e in s th head After feed elopment a with their a baby’s dev two months to relax g on. in ti a rt o it p rg p su ing regu ies from id b o a av b s ing by d n w a o ll ment train igestion which a urage move evelopment of , assisting d co ed is en ra s p y tl el d yh sligh cilitates the onth Bopp nths, From six m rtable cushion that fa Finally, from nine mo . ing fo n in m o a ti co tr a , a in g ce rd providin eir balan and coo n th o ti in ta ta in en a erim y to m motor exp ort the bab n. helps supp on their ow w ollector, d lo te il a p e se th in a g Stamp C m in re d y u ll cl a u in d s n ra Silverleaf g ig five des them to f Life, the in o e le b re a T il a d n ers a Boppy is av Wild F low oney Bear, £34.99. H is e, si P d R o o R W available. o ls a is r slip cove .co.uk



.chic Web: www

clever s e h c n u a l i m Yoo p the world’s first self-warming baby bottle is breast anpd, youomm omi i, the creators of ctured in Britain, yo

br d manufa Young British baby ength. Designed an parents and from strength to str ow g the attention of gr bin to ab es gr , inu be nt co glo e th ss ring is still in ro ac ctu es ufa tri 20 coun design and man h itis Br ve ati currently selling in ov and showing that inn to retailers worldwide ttle that warms milk f-war ming baby bo sel t demand. ry uc na od tio pr e olu th rev panding with its ds, yoomi is now ex Launched in 2010 ture in just 60 secon ra pe tem ilk stm ea p. rents perfect br 1 Breast Pum rsatility, allowing pa e an innovative 3-inrents unrivalled ve pa is s p er portfolio to includ m off Pu p m st ea Pu Br st in-1 Brea e. The new The lightweight 3a ry and electrical us tes tte ra ba po l, or ua inc an d m n an ee h betw urage milk flow co en to le e tab as to choose and switc for ph m ion co ng a more e an initial stimulat ding action, promoti fee l designed to includ ra tu na ’s by ba n to mimic gentle sucking actio essing experience. pr ex e tiv and produc omi.com Email: sales@yo om i.c om yo w. Web: ww


nursery today

Quick express

NUK Baby

The NUK Luna Electric Breast Pump, winner of bronze in the 2016 Mo ther & Baby awards, is designed for fast, easy exp ressing. It features two settings, a fast setting to stimulate milk flow and a slower but more powerful setting for maximum milk flow. Lightweight and easy to hold in one hand, Luna is also really comfortable to use due to a super soft, silicone cus hion which moulds gently to the shape of the breast. Tel: 01

905 450300 Email: mail@nukbaby.c o.uk Web: www.nuk.co.uk

British brand


Giving the best from the very start



Breast is best for baby but many mums struggle to establish pain-free, successful breastfeeding. Mums can however be enormously helped by breastfeeding aids such as the NUK Jolie Manual Breast Pump, voted Best Value Manual Breast Pump by Baby London Magazine in August 2015, Silicone Nipple Shields, Breast Pads and Breast Milk Containers, which are all designed to help mums achieve successful breastfeeding. For further information please contact info@nukbaby.co.uk or visit www.nuk.co.uk/breastfeeding

NUK. Understanding Life.

NUK is a registered trademark of Mapa GmbH, Germany

NUK Breastfeeding Range






10 products in one


The award winning ClevaCushion 10 in 1 Nursing Pillow is made with Clev aFoam which has been scientifically prov en to reduce Flat Head Syndrome in infants, the cushion also offers perfect back support whilst pregnant. Designed with comfort, multi-purpos e and value in mind, the ClevaCushio n 10 in 1 Nursing Pillow is the perfect product from pregnancy right up to stroller and everywhere else in between. The super comfortable nursing pillow comes with an adjustable strap to give that little extra support and stability needed during breast or bottle feeding. The ClevaCushion 10 in 1 Nursing Pillow can also be used to in a car seat, pram, high chair, bouncer and stroller. Includes extra insert support cushion to allow you use as nursing pillow or a comfort nest for your baby.

d One han on i t a r e p o

Tel: +353 1 8770724 Email: info@clevamama.com Web: www.clevamama.com



ual Breast Jolie Man K U N e h T ted best ich was vo Pump, wh pump by ual breast , value man mer 2015 m don in su n d o e L d y n b a a h B e for easy on soft, a is designed s and feature ently operation hg shion whic silicone cu f the o e p a the sh moulds to fort. Jolie extra com y breast for 4 Loved b 1 0 in the 2 r e l lv a si u n n a o w st m ard for be Parents aw p. breast pum 0300 5 45 Tel: 0190 by.co.uk il@nukba a m : il a Em k .u o .c w.nuk Web: ww

After a staggering 70 years, Ameda’s passion for breastfeeding and quality of products continues to grow. Recognised by a number of industry awards, the Ameda brand puts breastfeeding mums in charge whilst representing true value for money.

Ameda, the brand of choice for feeding mums The Ameda Difference Hospital-approved Piston Technology allows mum to mimic her baby’s sucking technique using independent ‘Speed’ and ‘Suction’ dials for total customisation during her pumping experience. This Dual-Adjustability provides up to 32 settings that mum can select to optimise her milk flow and comfort and can create a multi-phase pumping experience.

Ameda’s Unique Features include:

• CustomControl Independent ‘Speed’ and ‘Suction’ dials allow every mum to tailor the pump’s performance to her own unique personal needs.

• CustomFit Seven breast flange sizes that adapt to all Ameda pumps allows for a more comfortable and customised fit.

Tel: 01785 503 305

• Airlock Protection The world’s only breast pump kit with proven anti-viral protection barrier protects the breastpump and breastmilk from bacteria, mould and viruses - keeping mum’s milk pure. The Purely Yours range includes the Lactaline Double and the Una Single Electric Breast Pumps. Both have proven to be extremely reliable and represents excellent value for money; optimising comfort, convenience and therefore better milk flow in less time.

Email: info@hcotrade.co.uk

Web: www.Hardenbergco.co.uk 26

nursery today


Parent and baby in mind

Penny Franks takes time to chat with Jeff Doff, product marketing director, Born Free to find out about the exciting developments, their unusual testing methods and what’s in the pipeline for the future.


ack at Kind and Jugend last September, I remember being impressed when I saw some of the new developments coming from Summer Infant, I was particularly interested in what they were doing with their infant feeding range Born Free. As a category Infant Feeding is so competitive and the major players have been leading the way in terms of innovations, so I was intrigued to find out what Summer Infant were going to do to differentiate and innovate. So, when I was approached recently by the team at Summer Infant UK who were eager to tell us more about their Born Free re-launch, I jumped at the chance to find out more. Hashim Yilmaz, General Manager suggested that to really understand the background and to get to the heart of the new developments on Born Free, we should get in touch with the brain child responsible for Born Free product development, Jeff Doff. Jeff kindly obliged to answer some of our questions so, here’s what we found out:


nursery today

Born Free has been around for a while hasn’t it? Can you give us the potted history of the brand? Sure – Born Free was started by three dads in 2006 who wanted to ensure the highest standards of quality and safety for babies everywhere. Born Free was the first brand in the US to advocate for BPA-free baby bottles and offered a line of BPA-free plastic and glass bottles. The market followed, and now all bottles in the US a are BPA-free. Born Free also a developed an innovative antid ccolic venting system which has been shown to help reduce gas b and colic symptoms. The brand was acquired by Summer Infant in 2011 and gained access to all of Summer Infant’s expertise in product design and engineering. So, you’ve been working on new innovation on Born Free, tell us more about that and the consumer insights behind your latest developments? We took a step back to really look at our product line and our branding. We talked to thousands of moms – through focus groups, one-on-one interviews, shop-a-longs, and quantitative market research. I know in the UK you say mums, so let’s switch over. What we found is that mums were hungry for an easier to clean experience. Easy to clean was the

B fi r st borrn Free w a s t to a dvocan d in t h e U h e free b a b a te fo r B PA S o ffere d y b ottles an free p l aa l in e o f B PAd st i c a n d g l a ss b ottles

number one desired feature for experienced mums and a top desired feature for expecting mums. We also found that most bottles ignore the way mums want to hold bottles and can cause hand fatigue by being too wide. Our goal was to create a bottle that would make bottle prep, feeding, and cleaning super easy so that parents and caregivers could really focus more on enjoying time with baby. We have estimated that parents who use the new Born Free breeze bottle can save up to three full days - 72 hours per year versus competitive bottles with more parts. For me, I would take the first two of those days and just sleep. And with the third day, imagine how many special moments you could have with baby instead of being at the sink washing baby bottles. The new line has a much more modern look and feel and our new catchphrase is Bottle Your Love. In the US, we

recently received the Best Bottle 2016 Award from the Bump, so we’re pretty excited and I know the UK team are confident they have an award winning range for the UK market. Your new range encompasses plastic and glass bottles, is there a growing trend towards the use of glass? Glass has always been popular for Born Free, but we are seeing a continued growing interest in glass. Some mums find it more traditional. Others feel that glass is safer / cleaner. Glass also has the benefit of being able to stay warmer longer. I understand you carried out some rather non-conventional testing methods, can you tell us more? We did all of the standard testing, of course. Some mums asked us if the new one-piece teat could ever separate from the collar, or if milk could get in between the collar and the silicone. So after all of our bite tests and pull tests (which passed), we took the bottle out into the field. We went to our local bowling alley of all places, where we attached their heaviest ball to the bottle. The teat stretched but did not separate from the collar. The feeding bottles market could be considered a little crowded, what do you think makes Born Free stand out? It’s not just one thing, really, but the combination of several: easiest to clean with the fewest parts, great anti-colic design integrated into the teat, easy to hold shape, beautiful design (if I may say so), single turn for easy assembly.

Do you have a particular target audience when it comes to the typical consumer for Born Free? We feel that the Born Free breeze is relevant for all mums and dads who are looking for a connected feeding experience with baby and an easy experience. What other trends or developments can we expect to see within the feeding category in the future? I can tell you that we are very focused on continuing to provide a safe and easy experience for mums, dads, and babies. Our new breeze 2-in-1 bottle brush is a good example of this. We found that mums wanted a quick and thorough cleaning process. They didn’t like the separate teat brushes that required an extra step to remove and use. So we built the teat brush right into the top of the bottle brush. It is fast and easy, and then it also gets into the corners of the bottles. We will continue to innovate in ways like this. Sometimes it’s very simple – and less is more.

O u r g o a l w a s to c re a te a b ottle t h a t w ould m ake b ottle p rep , fee d in g , an d c le an in g s up er e a sy s o t h a t p a rents an d c a re g iver s c ould re a lly foc us mo re on enjoy in g t ime w it h b a b y exclusive partner, supported by a comprehensive marketing programme to which will involve a heavy weight seeding and sampling campaign. Watch this space for more exciting news… Web: www.summerinfant.co.uk

So, there you have it, I think the team at Summer have done a great job in continuing to innovate in infant feeding, with a product offering that really has been designed with parent and baby needs in mind. We can’t wait to see the new Born Free range on shelves, we’ve been advised there’ll be a launch announcement soon but we expect it to be in the second half of the year with an

nursery today



All change A changing bag is now viewed as an essential fashion accessory. Modern parents are searching for design led products, but these must also offer practical functions and benefits hanging bags are a must have for any discerning mum whilst out and d about. Style verses functionality play ay a pivotal role. Changing bags are very much a fashion led staple for many retailers and is a product category that is always on trend. Damien Harley, founder and director of Nova Harley (distributed by Bebelephant) has noticed that style is a focus for many, but without functionality can prove a problem with many consumers, “We have seen a tremendous increase in the popularity of changing bags that are more fashionable to wear yet still maintain the typical ‘baby bag’ functionality. People tend to be moving away from the ‘cute’ changing bag.” Trish Keenan, digital communications executive, Cleverclogs told us: “We have seen an increase in demand for more fashionable changing bags, that can function as a handbag or an overnight bag when the nappy phase is over. Most mums want all the accessories with their bag such as changing mat, stroller hooks, insulated bottle holder, wet pocket etc. Accessories that can be put away when baby is finished with nappies but mum still needs a baby bag. With this new focus on fashion and performance, we’re seeing some very unique and on-trend bags appearing on the summer shelves.” Nappy changing however doesn’t just take place in the home – so for the ‘out and about’ parent a practical changing bag is essential. Independent retailer, Alexandra Schick, founder, Milestones feels that style is an important aspect, but that functionality really is the key. “Style still plays a role, especially with high end customers or ones that aim to return to work and use the bag for both occasions. For us, the Storksak Elizabeth is still the firm favourite in this segment. However, we have seen a trend over the last year of customers preferring functionality over style. We have noticed that there is more of a focus on price with the argument that it is only used for a short period of time. “We also believe that it’s important to have a brand that people know and trust. Whilst there is much competition in the changing bag arena, our opinion is that only tried and tested brands will



nursery today

ssurvive in this competitive product p category.” c Rufus Pearl, d director, Pink Lining agrees and L to told Nursery Today: “Brands To are important in ar most areas but mo where your new wh born baby is bor concerned it’s of con paramount par importance – there imp needs to be that nee trust that the brands trus you choose are Damien Harley, going to deliver for goin you.” you Nova Harley Fortunately, most changing bags mo now incorporate plenty of handy compartments for all those bits and bobs and clever design means that for the majority, a changing mat is also part of the features. We asked Rufus his opinion on what he feels are the key qualities and features that consumers are currently looking for? “Changing bags need to have lots of space and different compartments so mothers can keep things separate. Also rucksacks and long shoulder straps are key so parents can keep hands free. Our bags all come with wet zip bag, padded changing mat, internal insulated bottle holders, key/ dummy fob and even a detachable mirror,” stated Rufus. “Price is always a consideration and especially so in times like this, but we think people will pay for quality - so if you provide a bag which is functional and will last, customers will be willing to pay more – and if it looks nice too, so much the better!” Damien also feels that quality is pivotal. “First and foremost, consumers want a quality product that won’t break or malfunction. In relation to features; definitely enough storage space for all of baby’s needs as well as a bottle warmer and changing mat, which are essential.” We asked Damien his thoughts on fabrics and what he feels is currently ‘hot’ and may trend this year? “Leather styles were popular last year however

We h ave seen a “ tremen

dous in crea se in p opula rity o f ch an gin g b ags th at are more fa sh ion ab le to w ea r yet st ill m aintain th e typ ic al ‘b ab y b ag ’ fun ct ion al ity

there has been a shift towards leatherette and canvas styles this year. This can be attributed to the price of leather and some people also have ethical objections to leather. We have accommodated the market by providing quality leatherette and canvas styles in this year’s collection.” What about colourways and patterns? Are we seeing any new trends emerge? Rufus answered, “We think that bringing a new baby into the world often brings about a throwback to whimsy and innocence and as such pretty fabrics always work well but currently it seems grey is the ‘in’ colour – as a neutral it’s good for those who don’t know the sex of their baby plus men won’t complain about carrying a grey bag!” Trish agrees and feels that consumers are extremely on trend and fashion savvy at present. “Stripes and floral patchwork are very on trend at the moment. Patchwork has continued to be popular into Summer 2016 but it is the seaside style that’s making waves this season (excuse the pun!) with trendsetters going for stripes and pastels. Navy and red are the go-to colours for seaside style and we’re seeing them coupled with softer pastel shades of teal, sage and pink. Complete the look with a natural fabric such as leather or twill for accessories or take it to the next level with contrasting brass or metal effect finishes.” Talking of men, what about dads, are there sufficient bags available and do you find a separate purchase is made for them? Alexandra told us: “There are quite a few options available for men. We tend to find that if the couple is coming in together they may choose more muted colours like dark blue and black which is suitable for both.The Storksak tote and the Pacapod Mirano are a popular choice.” We posed the same question to Trish who told Nursery Today: “Some ranges certainly do, for example Lässig offer a generous selection of changing bags aimed at dads, as well as offering bags that would suit both mum and dad. The Sporty Messenger Bag from Lässig’s Casual Collection is perfect for dads whereas their Small Messenger Bag or Tender Collection Messenger Bag are perfect for mum or dad. More than ever, dads want to be trendy too!” Whether your customer is looking for that bag that oozes functional aspects, or one that has to be deemed as that all important ‘oversized’ handbag accessory – suppliers and manufacturers really do have it all covered.

Designed for our family and yours


little mermaids and pirates!“ The new addition to the LÄSSIG Collection is a separate swimwear line for babies and toddlers.

Family life is the inspiration behind Pink Lining changing bags and everything we do. Charlotte Pearl combines her knowledge of design with her experience as a mother of four to create exclusive fabrics with extremely functional interiors, resulting in the ultimate changing bag.

www.pinklining.com/uk Sales contact: rufus@pinklining.com

swim diaper winner 2015 Distributed in the UK & Ireland by Clever Clogs. www.cleverclogstrading.co.uk


Style, Func tion & Gre at Value for M oney Su mmer Infant

Summer Infant recently launch ed a comprehen style l and great fu sive new range nctionality but of changing ba at affordable pr eacch with their gs, offering ices. The new own distinctive range consists design and colo tasstes. of eight bags, urways to suit a range of diffe Summer Infant rent consumer understands ho s’ love – that’s why w important it is for Mum’s to each style of ba have a changing g has been thou of pockets and bag they ghtfully designe a separate exte d, they all com rnal ‘secure’ po ha h nd. They al e with lots cket for keepin l come with bo g keys or purses th carry handle un u iversal bugg safe and to s and a carry str y straps so the ap as well as re bag can be hung to t purchase sepa al ly useful fro m the pushchai rate buggy hook r, so avoiding th s. Each bag al fo f lds neatly aw e need so contains a ha ay. ndy changing pa Web: www.su mmerinfant.c d that o.uk

Per fec t fo r p a rents Handy kangaroo on t h e pouches run PacaPod

The collection features fashion-forward prints and classic styles reenvisioned. Each bag contains the brand’s signature 3-in-1 baby organiser, with detachable feeder and changer ‘pods’ that make it simple to pack and retrieve essentials. Lewis is set to be a classic with a boxy, characterfu l shape and trend-setting tile print. The design truly shines when converting from backpack to messenger for multiple carrying options in seconds, plus handy kangaroo pouch pockets to gra Web: www.pacapod.com b and go.

Shnuggle Changing the Way We Chan ge Bums! The cleve

r folks at Shnuggle have been working develop a brilliant to new changing solut ion - BumGo. BumGo is a brillian t changing bag and with ‘always ready mat in one ’ wipes dispenser. Pe rfect for mums and dads on the ru n – and less rumm aging for essentials means les s worry for parents if baby gets agitated during na ppy changes. In a gorgeous and practical charcoal grey, the BumGo ca n be used as a standalone produc t or can easily fit int o a larger changing bag of pa rent’s choice. Simply open out BumGo to access baby’s essentials in the handy pockets and unfold the inc luded changing m at. Or simply pull a wipe when need ed from the top wh en BumGo is folded. Simple and oh so stylish.

Email: martin@ shnuggle.co.uk Web: www.shnugg le.co.uk


nursery today

Pink Lining’s Wonder Bag really is a wonderful bag! Wear as a shoulder bag, use the extendable straps to carry as a tote, clip-on handles to hang off the buggy or wear as a rucksack to be totally hands-free. The wipe-clean laminate exterior is both attractive yet practical. Delve inside to discover plenty of internal pockets and pouches for all mummy and baby essentials plus padded changing mat, detachable bottle holder, wet zip bag, key fob, detachable mirror and pen holder. Pink Lining’s Co-owner and Designer Charlotte Pearl is herself a mother of four young children and it shows in the attention to detail and eye-catching and distinctive prints. Web: www.pinklining.com/uk

Easy and efficient 2012 Ltd

Kalencom is a popular and trusted bran d from the USA that encompasses fresh and fashion forward designs and styles without com promising on practicality. Each chan ging bag has the added feature of including a free co-o ridinated zippered pouch ideal for stori ng nappies, a free Thinsulate insulated bottle bag and a free matching changing mat. A Kalencom bag is designed to be easy and efficient with practical storage compartments for all of baby’s bits and bobs. Distributed in the UK by 2012 Ltd. Tel: 01202 303 777 Email: info@2012ltd.co.uk Website: www.2012ltd.com

E n vi ro n ment fri en d ly a lly

Mix it up!

Signature quality

Clever Clogs are thrilled to announce an array of new changing bags and accessories from the Lässig Spring 2016 range. Including the latest edition to the Green Label Collection. Made of polyester sourced from recycled plastic bottles, the Mix n’ Match changing bag helps you live green in style. Its spacious main compartment and additional outer pockets allow you plenty of space to carry all your baby’s essentials. The Mix n’ Match bag, like Lässig changing bags, comes with all the accessories every mum needs to get them through the day - Insulated, removable bottle holder, quality water-repellent changing mat, waterproof wet pocket, removable insulated compartment for baby food jars, compartment for baby wipes stroller hooks and additional, adjustable shoulder strap. Includes THREE different coloured handles and shoulder straps so you can Mix n’ Match to suit your mood! With just a few simple adjustments, the bag can be carried in the hand or worn on or over the shoulder. There are also matching purses so mum can create the full look. Lässig is distributed in the UK and Ireland by Clever Clogs Trading.


Inspired by the Award -Winning Neckline Ba g, Lässig present a compact an d lightweight bag, Th e Glam Signature Bag. The Glam silhouette is almost identical to the Green Label Neckline Bag, just a little small er. The material is a Longcham p style finish, topped off with a beautiful faux leather handle and straps. M ums will love the look, the size and the price. The Signature Hand bag can be converted into a changing bag as need ed. This means that all the usual conveniences, like ch anging pad, insulated bottle holder and stroller ho oks, can be purchase d in the same design. Lässig is distributed in the UK and Ireland by Clever Clogs Trading .

Email: admin@cle verclogstrading.co .uk Web: www.cleverc logstrading.co.uk

Email: admin@cleverclogstrading.co.uk Web: www.cleverclogstrading.co.uk

Stylish changing on the go Happy Mummy

Happy Mummy, the UK retailer behind such brands as Baby Elephant Ears and Elf Magic have launched the Buggy Gear range to the UK Market. Buggy Gear’s great portfolio of products includes Buggy Butler - a handy stroller organiser that simply attaches to your handles and provides enough room for two generous sized insulated cup holders, a built in cooler for food and snacks, a phone pocket and a dry back pocket for keys, purses and extra nappies and baby essentials. The bag can be detached from the stroller and used as a carry bag with the included shoulder strap. This designer canvas accessory is a universal fit for all strollers with straps and trim made from genuine leather. Two additional side straps keeps console snug in place. Buggy Butler is available in Black and the limited edition Snow Oxford. Email: anna@happymummy.com

nursery today


focus ocus CHANGING BAGS & ACCESSOR ACCESSORIES ES de e outsid g bag. Th in g n a d ch a Nev a is evada small, the Luxury N to ir t e o th n d to n s a ge mat, big come e. Not too g comes with a chan e es when it ey lv e se th m d e n th a a The b outfit th utdone e touch le interior. with just about any certainly o to both th b e g a v v n a o si h a m le ® re p ey ir oes Nova Harl s texture that is very the essentials in the bag that g all eou per stylish g rg su in o g A tt fi a s. s p to a ra h es r st hen it com & shoulde ant. just right w t pack and stroller ph le e b e B e r ,w istributo d r bottle tote fo r e ll a top-se om Nevada is lephant.c

ght i r t s u j is Nevada e

w.beb Web: ww

Stylish yet functional Hippychick For a stylish yet superbly functional changing bag in a design that both Mum’s and Dad’s will adore, look no further than Babymule, exclusively distributed by Hippychick. Available in a variety of colours, it can be worn as a backpack, over the shoulder as a messenger bag or clipped on to a buggy. All straps for these transformations tuck seamlessly away, and the double ended 180 degrees zip means that it is both simple to use and easy to access. Not just a bag, all Babymule backpacks come with five great accessories included – a portable changing pouch (that doubles as a cool bag), a padded changing mat, a bottle insulator, a zip close wet bag and a handy pocket size purse. For more information check out Hippychick’s video at www.hippychick.com/babymule

Not too big, not too small

The Bababing! daytripper deluxe just got better For every day travel and use aden + anais The versatile muslin squares from aden + anais are the essential nursery item for every nappy bag they can be used as burp cloths, soft security blankets, car seat liners, makeshift bibs, change table covers, and more. Natural, gentle muslin is

Web: www.hippychick.com

as easy to care for as it is to use. With its size of 70x70cm it fits even in the tiniest changing bag. And no aden + anais product would be complete without their chic, exclusive prints. Tel: 0203 735 7576 Web: www.adenandanais.co.uk


nursery today

The award winning changing bag Daytripper city deluxe is a multi-functional changing bag that caters for all aspects of parenting. The integrated super-sized changing mat is well padded to allow little one to be comfortable when being changed at home or even in a supermarket changing cubicle, and now with a FREE terry towelling changing mat cover that prevents an unwanted cold sensation on baby’s skin when being placed on the changing mat. The bag also incorporates a separate wipeable ‘bin’ compartment to allow dirty items to be placed away from the main section of the changing bag allowing the main compartment to remain fresh and clean. Bababing! have also included a set of FREE stroller clips so the bag can sit neatly behind any buggy or pushchair. Tel: 01535 606871 Web: www bababing.com

6 ways to use a swaddle This do-it-all fabric’s uses go way beyond bedtime to help simplify what can be a chaotic time.

+ Generous size: 112cm x 112cm pre-washed muslin + Breathable: helps reduce the risk of overheating + Comfy: gets softer with every wash

buurp p clo loth

tummy time blanket

nursin ing in ng co c ve ver e

changing table cover

pram m cov o er


#makebeachtimefun #makebathtimefun #makeswimtimefun

award-winning collection of towels & accessories



ila ava



R bies t Ba


Special Feature


Changing times Nigel Plested

Time to talk changing bags and how these have evolved over the years to keep on trend with the modern parent.

want to talk about parenting bags, or baby bags, the products we choose in order to keep the bum cream separate from the wipes, nappies, soothers, muslins, feed, pads, and buds. Oh, and a mobile phone, and maybe a smart device, and a charger, wallet or purse and maybe some make-up… OK, so we get the idea, that modern parenting is about being


prepared for anything and everything by taking all these ‘new’ essentials everywhere we might need them. But the bag itself is nothing new. Used by mankind since we stepped down from the trees, the ubiquitous bag is probably mans oldest tool, and the grass woven hold-alls depicted in hundreds of cave paintings around the globe, have most likely played a part of our cultures for thousands of years. Portable and infinitely useful, it has

been speculated that the very first bag was indeed a ‘baby bag’. This pseudo marsupial sack, developed as a necessity to carry baby, as mankind lost a generous, all-over covering of warm, long, graspable body hair which baby had previously clung to. That’s right. We owe our ability to organise our baby essentials to an evolutionary haircut. But the important story here is one of survival, and although a bag is not a weapon, it has

Also available

© FW & Co., 2016


been essential when faced with changing environments, weather conditions, and the geological change humans have endured over millennia. Today, in the modern world, our day is less likely to involve nomadic upheaval, or the next ice age, but more than likely to come to an end with a grisly baby and a underserved parking ticket. Therefore we revere our baby bags, since they embody the most instinctive and primeval urges. They


Fits Two Peek A Boo Flap

© SMcB / AJ 2016



© ABD Ltd/Ent. One UK Ltd 2003

Call 01329 227300 or visit our website www.rainbowdesigns.co.uk


nursery today

™ & © 2016 Eric Carle LLC

Crinkle inkle

Nigel Plested is a designer and a creative director. He is the founder of Narrative Studio, a strategic design business, which brings together a specialist and experienced team of designers with a rich expertise in new family culture, parenthood and babyhood; creating award winning products and brands. Prior to setting up the business, Nigel was on the board of directors at Mamas & Papas. Web: www.narrativestudio.com

Think Baby. Street

Apply to be an ABC stockist: www.obabytrade.co.uk 01652 641491



Stockists wanted!

Also available in Graphite Grey


Nigel Plested

Graphite Grey

look like thy are off to the gym, rather than off to baby club. Bags can be as simple as getting the fashion right; but in 2016 the idea of fashion is quite unique depending on the individual, the country, the gender and a whole load of lifestyle choices. Parents want to express their ability to maintain their ‘taste’, post birth, and over a decade and a half there has certainly been a shift, where bags have moved from being for baby, to now cater for Mum and Dad, certainly on the way they look and feel on the outside. Some want to be camouflaged and blend right in, whilst others want to be recognisable amongst a busy crowd. This has put more emphasis on the details, the quality and consideration of all the little things, from zip pulls to zip types, and these products have shifted from being temporary solutions and quick fixes for a specific need, to being judged alongside credible fashion and apparel brands,

The ABC Design range of pushchairs are designed and engineered in Germany

Bags can beinags the simple as gettt; but in fashion righ idea o f 2016 the quite fashion is ing on unique depenuda l, the the ind ivid gender country, the load o f and a w holehoices lifestyle c

who just cater for our ego and fashion outlooks. Many bags are now being bought as part of a wider more considered purchase. They form a part of a travel system or stroller investment. Design is playing a larger role in considering bags as a part of a more integrated wheeled good proposition. This is because, although consumers still want good functions and features, they are looking for a more considered and joined up experience. These are judged and purchased as part of a brand interaction rather than ‘fashion,’ alone. Technology is making more in-roads into the market. From smarter fabrics, which offer durability, connectivity and performance properties to fabric welding, padding and gel fills to make the experience of managing baby whilst carrying your world with you that bit more comfortable. Organisation has become a given and an expectation, with isolated compartments, insulating foils and secure places to hide stuff falling below the threshold of consumer winning features and benefits. Instead the organisational part is evolving and re-focused on what order you need the things concealed in the bag, how you need them and under what circumstances. Products are less of a jigsaw puzzle for stuff and focusing more on adaptation, and flexibility, or modular parts. So when we look at this category we look at two key aspects; the emotional rewards, such as fashion, and the feel of the zip pulls, the detailing that takes something mediocre and makes it a joy to use, and pragmatic rewards, and these are measured not by how much we can cram into the bag, or where the bottles go. Instead we look at the challenges that face that particular user, and how can we tier the user experience so that the experience is more than just having everything in the right place. So next time you look at a parenting bag, think of it more as a survival tool. It is less about organising and more about being world ready, reflecting the needs of the owner, their landscape, their journey and where they want to go next.


represent parental survival like no other product. They can save the day. They can bring order to chaos, and they can even separate us from the others with clues to our persona, to our status or fashion clan. We’ve designed many bags over the years, and they are subtlety complex things to get right. Not because they are mechanically technical, but more so they are increasingly linked to brand loyalty, as well as representing a wide range of individuals from business, mum, to dads who want to

nursery today



l a e p p a h s Briti Products of British origin are showing signs of continual growth, but what’s their main appeal? Are they linked to innovation, design or quality – what’s driving this sector at present? ith the world focussed on our monarchy, the British flag keeps flying high and perhaps this has had an effect on products that are British led. Around the globe, Britain and British brands are as fashionable as ever with quality and trends being at the forefront of decision making. But why are products which are manufactured or designed in Britain continuing to rise in their popularity? Simon Booth, founder of Kiddimoto told us: “I think there is a perception that British products are well designed and made to a higher standard. The biggest benefit to the trade and consumer when buying British is that best quality after sales service is a given. “British designers tend to focus on quality and make products fit for purpose rather than just for the cheaper high volume market.” Steve Truswell, sales director, Harrison Sprinks’ Nursery Division feels that there is a definite demand at present. “There is a growing appetite among consumers for ‘home-grown’ products. The boost of ‘Brand Britain’ has been fueled by events which have had a positive impact on the population, such as the birth of Princess Charlotte, TV shows like the Great British Bake Off, and some of the world’s greatest sporting events taking place in the UK, including the 2012 Olympics and the 2014 Tour de France.” Independent retailer and UK manufacturer Sherry Prosser of Huddle and Bliss agrees. “I think British-made products are associated with innovative design and high quality craftsmanship and materials, particularly with markets like China.” So is this trend just based here in the UK or are we seeing a growing international presence also? Steve told us: “There is interest amongst international buyers for UK products, as they are not only buying



nursery today

into British core values, but recognise a ‘Made in Britain’ stamp as a sign of artisanship and quality. This enthusiasm is shared on our own shores, with British consumers wanting to purchase products which are manufactured on home soil. Consumers understand these products are likely to boast a superior quality and support the UK economy, which in turn enhances job creation in the UK.” We can clearly see then that perhaps these products are viewed as having a higher perceived quality aspect to them, Steve explains why. “Brits have a renowned reputation for manufacturing products that are high-quality and durable, with buyers appreciating the great time and care which goes into manufacturing British-made products. Consumers recognise the unrivalled level of attention-to-detail, and ultimately, they perceive these products as offering greater value for money. “The perceptions which surround Britishmade products, such as high-quality craftsmanship, innovation and reliability, appeal to both UK and international buyers, who appreciate the products’ heritage and excellence.” But what benefits does stocking these product ranges bring for retailers? Simon responds: “There is a higher certainty that British products meet all safety standards. British products generally exceed all the use and abuse thrown at them. If there is an issue, the British maker will support the retailer.” Of course, standards to one side, there are many more reasons. Sherry explains. “Added benefits also include much shorter delivery times, together with closer and more trustworthy relationships with suppliers. For example, I can be at my factory in person in 40 minutes. I can touch, feel and inspect first hand fabrics, designs and prints etc. Any issues can be easily and

quickly resolved. I know that those individuals manufacturing my goods are adults on a fair wage in a safe environment. There is also a respect that goes with manufacturing here in the UK and the appreciation of the quality.” And what of current trends, are we seeing anything specific at present? Simon responded: “The Union flag is still flying high with the consumer.” Sherry told Nursery Today that British designed products coupled with innovation has long been admired and valued. “Quality not quantity goes

“I th ink B riti sh - m ad p ro ducts are as soci atede w it h in n ovat ive des ign an d h ig h qu al ity cr afts m an sh ip an d m ateria ls , p arti cula r ly w it h m arkets like C h in a. ” Sherry Prosser, Huddle and Blis s

hand in hand with British-manufactured goods. There is a real desire for tradition at the moment along with items not only made here but made from home grown materials such as Blue Faced Leicester Wool and local Alpaca.” So now is the time to ‘fly the flag’ and celebrate all that is British.

The Original British Balance Bike Company



Super Junior Max






kiddimoto.co.uk nikki@kiddimoto.co.uk +44 (0)1749 871175


One hun dred per cent natural

Harrison S pinks

Designed b y expert bed mak NaturalStart no.2 mattres ers, Harrison Spinks, th s combines e Harrison along with Spinks Bab more than natural mat 1,000 innov y erials, inclu provide bab ative BabyS d ing hemp, co ies with targ prings, ir and Herd eted postura combinatio wick wool, l support du n also offer to ring their d s babies opti sleep possib eveloping ye mum comfo le. ars. The rt , gi ving them th Further more e best night’ , Harrison S s hypoallergen pinks has re ic and water cently intro proof mattr duced its 10 which perfe ess protecto 0% natural, ctly comple r to the Nat ments the m Tel: 0113 2055 200 uralStart ra attress colle nge, Email: info ction. @harr

isonsp Web: www .harrisonsp inks.co.uk inks.co.uk

Supporting British economy Squidge & Pip

knew manufacd founded Squidge & Pip, she When Mum of two Mary Lor was needed to t tha e brand a premium edg turing in Britain would give her r has ture ufac man ish arena. Using a Brit stand out in the teething toy r and plie sup her with ship tion ellent rela allowed Mary to build an exc with nomy in more ways that one proudly support the British eco so assured knowing first hand feel ‘’I her new venture - she says being produced, and where and how my product is t which has been produced knowing I have a quality produc an edge over my comme s to high British standards give British petitors, I’m so proud to fly the the ng owi Foll ts’’. duc pro flag on our at Pip & idge Squ of ch laun n Harrogate, enquires have bee tors ribu dist e nes Chi flooding in from king a stoc in e stig pre the see can who g toy. fantastic British Made teethin RRP is £20. Tel: 0447867805559 pip.com Email: mary@squidgeand


nursery today

Proud UK ers r u t c a f u n ma ery

Nurs nge of matEast Coast prehensive ra m co a r fe of the UK. st Nursery

East Coa dly made in which are prou a choice of construction, tresses, all of om ve cust ers Designed to gi prises: n or the range com ce of wipe-clea s, with a choi se es tr at m • Foam rs ashable cover washable cove breathable, w a ith w unit s es tr ortive spring • Fibre mat ntains a supp co s able, es th tr ea at br m a • Spring foam, with nt ta is es -r nt wrapped in de ort with r ceptional supp washable cove tress offers ex at thable, m ea ng br a ru d sp • Pocket de foam an ra -g gh hi s, ng individual spri d wool r natural coir an washable cove ith w e ad m s, mattres • All Natural r bamboo cove ed t UK ilt qu a with ssionate abou pa e ar ry se ur N st East Coa r possible, also acture whereve uf rt an m d an highchair inse sourcing ging mats and an ch r ei th g makin y. eir UK factor cushions in th 02 88 Tel: 01692 40 east-coast.co.uk y@ Email: nurser ry.co.uk stcoastnurse Web: www.ea


Perfect patriotic buddies bike he Kiddimoto Kurve balance fun and ning lear e, rcis exe tes promo the n lear to n while helping childre ls that balance and coordination skil pedal a g of ridin will prepare them for a lifetime bike. s by pushing Children ride the pedal free bike e there aus bec the ground with their feet and n how to lear lly ura nat n dre are no stabilisers chil gives ve Kur . The balance and control the bike lar regu a of t tha to an upright posture similar ing little grow suit to t sea le stab adju bike with an s. ones from age three upward ures the iconic feat ve Kur k The Union Jac flag....perfect for design of the United Kingdom the personal add To . dies patriotic balance bud the child’s add to ion opt the also is touch, there name to the bike. igned here in All Kiddimoto products are des lity qua of service is the Britain ensuring the best igned in Britain, des ilst Wh given to customers. t of consumer eas abr p kee to able is Kiddimoto trends and needs.


Web: www.kiddimoto.co.uk

BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can ;!£0#<9-2'99W ';-2;3<$,>-;,;,'8'68'9'2;!ধ='9 of the best trade magazines.




        T       {     

E N G L A N D            

ࢰ  ã

GERMANY{  I T A L Y            Z   



BCMI President Marek Jankowski tel.: +48 71 733 65 78, bcmi@branzadziecieca.pl www.babycaremagazines.com

nursery today



Google Search Results - Why Diversification Matters It’s hard to imagine that the search engine behemoth Google started trading in a small suburban garage in California. ack in 1998 and supported by a loan from Sun co-founder Andy Bechtolsheim Google was solely focussed on organising the massive amount of information already available on the fledgling World Wide Web and there wasn’t even a hint of the corporate monster that Google would become. The founders of Google, Larry Page and Sergei Brin even coined a company motto ‘Don’t be Evil’, which underlined the companies’ stance of helping people whenever possible. All that unfortunately changed when Google grew into a publically traded asset. Shareholders now demand a return for their investment and whilst Google does still in some respects adhere to its mandate of bettering the World it can be quite clear sometimes that what really drives Google is profit. This brings me onto the subject of today’s rant, which is all about why you shouldn’t put all of your bets on Google!


David Fairhurst Head of Creative Online Marketing - Intelligent Retail

G o o g l e Is n’ t J u s t a S e a r ch E n g i n e When Google started out, there wasn’t a hint of advertising in search results, everything was organic and geared towards organising data. Since Google’s introduction of paid advertising in the form of AdWords (incorporating Google

David Fairhurst Head of Creative Online Marketing Intelligent Retail www.intelligentretail.co.uk David has been involved with Search Engine Optimisation (SEO) and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London


nursery today

Shopping and Remarketing) search results have been peppered with advertisements. At first, there was only one line of advertising at the top of organic results (with supplemental ads down the side). The latest move by Google puts four Google AdWords ads at the top of the page for competitive searches.

Since Google’s introduction of paid advertising in the form of AdWords (incorporating Google Shopping and Remarketing) search results have been peppered with advertisements This creates a bit of a problem for those in hyper-competitive areas wishing to get traffic from organic listings. Because there are now four Google ads at the top of the page and sometimes even more (a block of Google Shopping ads perhaps, or an informational snippet, depending upon your search) the ‘above the fold’ space has now all but disappeared for competitive searches. This isn’t such a problem if you are paying for Google AdWords, however is slightly galling for those who aren’t!

What Are My Options? The changes anges rolling out now in search results only affect ‘highly competitive searches’. es’. Try for example ‘nursery furniture’ re’ in Google and you’ll see what I mean, so if you’re not trading in an area like this then you probably won’t immediately be affected, but as sure as the Sun rises every morning, you just know that the 4 Google ads per search result will be expanded over time. If you trade in a highly competitive area your options at the moment appear to be: 1). Start paying Google for AdWords/ Shopping Ads. This is an additional expense, but really makes sense if you are an eCommerce retailer as it expands exposure for your online store. 2). Expand other online marketing, like email marketing, affiliate advertising, online magazine advertising. 3). Recognise that Google isn’t the only game in town… If you’re trading in the UK (and I’m guessing you are if you’re reading this!) then Google is by far the biggest search engine for you and the people that use your website, but it isn’t the only way you can get quality traffic and sales. There are many more ways to get sales for your business.

Invest in Ebay and Amazon Ebay and Amazon together have nearly one quarter of all online sales in the UK between them. This means if you’re not trading on Ebay and Amazon you are missing out on a fairly substantial chunk of all potential sales for your business! You’re going to need a fully functioned EPoS system like our own Intelligent

the t u o b a l l a It’s searc h Retail Connect system to properly manage these channels.

you’re stealing a march on your competitors!

C h e ck o u t O t h e r S e a r ch E n g i n e s

Co v e r Al l T h e B a s e s

Although Google in the UK has an impressively high (90%+) market share, the same doesn’t apply everywhere. Ranking in Bing, DuckDuckGo, Yahoo (which actually uses Bing search engine) and other search engines means that you get more coverage. Most organic optimisation in the UK focuses on optimisation for Google.co.uk, so making sure you also rank in these other search engines means that

Online marketing in 2016 is about getting coverage across all the available marketing channels. This means email marketing, paid advertising (Google AdWords etc), consolidators and auction sites (Amazon, Ebay) and methods such as social media marketing (Facebook ads, Facebook shops, Twitter, Pinterest etc) must be used for maximum effect and spread of opportunity. If you utilise all of these methods then there is no reason why you can’t beat Google at their game! nursery today


focus NURSERY DECOR The nursery is one of the single most important places for many when planning the arrival of a newborn. This room will be lovingly created months in advance of baby being born, even though many newborns will spend their first few months in the parent’s bedroom in a crib or moses basket.

Matter of taste uring pregnancy thoughts turn towards the nursery, how it’s furnished and decorated and is an integral and incredibly rewarding persuit during the planning stages of pregnancy and is perhaps one of the most enjoyable activities for many before the arrival of baby. Many are looking for stylish, co-ordinating themes and often seek to reflect the general style of their homes, which naturally includes nursery furniture, décor and accessories. Bedroom furniture sets continue to be well considered with parents as these enable the room to have that co-ordinated feel. Parents who purchase a co-ordinated range of nursery furniture for their baby feel that they are gaining an instant room which offers good value for money. Tim Cottrell, MD, Saplings of Shropshire gave us his opinion on trends that we currently experiencing within the nursery décor sector, more specifically when we look at furniture. “Stylish nursery furniture which is good quality and good value is selling well at the moment, and we are seeing increased sales of our co-ordinating room sets in neutral colours, often bought before the birth, so that they can be used for babies of either sex.” Is this an area that is where the co-ordinated feel starts from? Tim told us: “Our sales reflect this, as amongst our best sellers at the moment is the Kirsty Roomset, which consists of a co-ordinating cot bed, chest of drawers and wardrobe, and this simple stylish long lasting design looks good in any baby or toddler’s bedroom.” But what are the benefits for retailers who stock co-ordinating furniture? Tim responds. “Retailers know that if they have furniture that co-ordinates and is ready and available to sell, the consumer will leave the shop happy, and the added benefits are of course that retailers can sell add-ons of cot bedding, mattresses, cot toys, changing mats etc. that go with the co-ordinating furniture.”


86 44

nursery today

What colours are currently popular when we look at furniture? “White is very popular, and when toddlers are ready to move into one of our Junior Beds we are noticing more sales of the pink or blue versions,” stated Tim. And what of colours in general when we consider overall décor? Kim Johnson, director, Little Helper told Nursery Today: “According to research in this field, the way a nursery is decorated is very important. Learning the effects of colours to make your child’s room happy and healthy is vital for a child’s development. Teaming the right colours together will help nurture sensitivity, counter resistance and encourage

S o ft co lou rs “ an d

p aste ls are b ac k an d b etter th an ever te a med w it h modern d éc or, w it h a styl is h look an d feel .

Kim Johnson

confidence. Colourful spaces not only look great, but are an important factor in the nurture and growth of a child, even from birth - not only does colour play an important role in the overall aesthetic of a space but can also impact an individual’s mood, emotional wellbeing, productivity, learning and behaviour.” Of course the overall décor will be reflected in line with current home trends. The nursery will

probably become an extension of the general home décor and as such the ‘pink’ for a girl and ‘blue’ for a boy theory will not be prevalent. We asked Kim her thoughts on current trends, what are we experiencing? “Soft colours and pastels are back and better than ever teamed with modern décor, with a stylish look and feel. From retro chic to bright white and clean, modern designed nurseries are where it’s at in terms of trends. Bold statement cribs and cots will form the focal point of the nursery whilst themes inspired by travel and adventure will be preferred. On a completely different vein, granny chic will also be another trend - hand knitted items will add something special to the nursery, embracing the hand-me-down fashion of today too. On a completely different theme, the Cosmos is another foreseen trend -a modernised spin on the classic blue nursery but with milkyway tones of golds, greys and blacks for an out-of-this–world look. We also questioned Kim for her thoughts on whether there is a general trend at present when it comes to personalised items when we look at accessories? “Yes there is! Super chic and unique items tailored to the modern parent are bang on trend. From framed wall art birth announcements, baby journals, keepsakes, personalised cushions with matching linen, people want something individual to them and not off the shelf. And that’s why Little Helper’s Feel Good Art range is adding a number of personalised items to their ever-expanding range so watch this space!” So there you have it, the ‘wish list’ by parents for the nursery will also more than likely include a baby changing table, a storage cupboard for clothes, a book case to store toys, décor, lighting solutions, baby monitors, cot mobiles… the list could go on. Solutions for the nursery with regard to general décor and accessories can be a great additional footfall generator.


t Perfec or any f choice at offers ursery th y N y r n a r e s is the perfect solutioninfog. The brand goes afrbolem Nuthar dd ath bleBaby itional be ice of bre

Brea safety, to trad ing cho ernative r not only g a stunn fo in g g n in ri k b o a safer alt lo th who are to streng strength mple to parents ls a ti n e utifully si ss e le’ is bea k bedding ll Wrap, in u w F . T o rt to winkle tfor ms la ‘T s p , 3 ic ll ss but comfo a in to fit crib and cla Available ini version sized t t. o Timeless n sp ri p is r a le m k Twin , and a ft grey st le d k n so e in a d w h li T it w b, h so Alma cri r cots wit 2 sided fo such as the Bloom les and crad aby.com for 2016. rel@breathableb d n e tr n o a .h

chelle Email: ra

edd ated inat rdin o-oord CoC feel

Little spa ces for little peop le



Beautiful in de sign accessory to an , the Myweeteepee teepee s offer parent y nursery or ch s a stunning ildren’s room babies to expl . A beautiful pl ore and play in, the teepee ace for solid wood po s are strong an les which are d secure using rounded at th are four sided e top for safety which offers fa . The teepees r more flexibili perfect space ty when findin for setting up . g the Myweeteepee bundles come matching floo w ith a non-slip light r mat, cute bu ly wadded nting flags an handcrafted us d a carry bag. ing soft yet su Each te pe rior quality th applique desi gns are embroi ick cotton canv epee is dered onto th as and finish. e canvas crea ting a beautif The teepees co ul me in a range Email: sales@ of de si gn myweeteep s to suit all nu ee.co.uk Web: www.m rsery themes. yweeteepee .co.uk

Mix & match furniture, for flexibility and style East Coast Nursery East Coast Nursery supply a range of co-ordinating furniture that gives customers the freedom to create their own bespoke roomset, by choosing pieces to suit their budget, style and space. The range includes a selection of cots, cot beds and toddler beds, two styles of dressers, cot top changers, and classic double wardrobes, available in perfectly matching antique or white finishes. From the compact, space-saving Carolina Cot, to the heirloom Alaska Sleigh Cot Bed, the ‘mix and match’ range of furniture offers a variety of styles, and a range of prices, to suit customers with a close eye on their budget as well as those with a little more to spend. Tel: 01692 408802 Email: nursery@east-coast.co.uk www.eastcoastnursery.co.uk


nursery today

Personalised Nursery Chic PMC In an age where stylish nursery décor is in high demand, the Personalised Memento Company (PMC) have introduced their latest range of personalised gifts for babies. The personalised Up & Away mantel block creates a dreamy look for any nursery. The collection features a stunning range of personalised gifts, including LED candles, photo albums and crystal tokens. PMC are the UK’s leading drop-shipper of personalised gifts. Visit their trade website to view the full range. Web: www.personalisedmemento.co.uk

G o rg e nu r se ous a c c es ry s o ri e s

rt a d o o g l e e F

mes oice for many ho pular décor ch designs po a of e e ar ng es ra e as udes a larg ed box canv cl in pp e ra ng -w ra ry rt le A al w G Good t for ne e Helper’s Feel s on the lookou today and Littl demand. Alway o-inks are used er Ec um . ns es co as is nv l th g framed ca in ch With un and sizes to fulfi la w no fra wooden me. e Helper are a high quality a large to mediums, Littl in m fro nk su se is oo ch ch nvas whi r and space, co dé it su g the in to create the ca to ur k ac nge feat e in white or bl personalised ra w ne 2016. e th ay frames availabl g M in m ud designs incl Available fro y . er rls rs gi d nu an of e ys rang for bo lar baby names year’s most popu

Little Helper

Going mobile Rainbow Designs The beautiful new Peter Rabbit Musical Cot Mobile featuring both Peter Rabbit and Flopsy Bunny alongside the Peter Rabbit Wooden Bookends that feature the wording ‘Once Upon A Time’ and ‘Hop Little Rabbit Hop!’ make the perfect accessories for any nursery. The beautiful Wooden Picture Blocks Sets for the renowned Peter Rabbit, The Very Hungry Caterpillar and Guess How Much I Love brands will also brighten up any nursery and are perfect for little hands to play with. www.rainbowdesigns.co.uk

1155 Tel: 01909 56 helper.co.uk tle lit w. Web: ww

Joining the brood Little Helper Following the success of Little Helper’s Feel Good Art range, the Sheffield-based company us launching more mediums to add to their collection of wall art. Box sets of four join the brood for babies rooms boasting colourful and vibrant illustrations aimed to delight and brighten any nursery. Tel: 01909 561155 Web: www.littlehelper.co.uk

nursery today



Feeling plush The soft toy arena in nursery is one that holds huge appeal with consumers – from comforters to keepsakes, what’s not to adore? rom birth plush products are bought, whether by the parent or well-wishers looking to celebrate the joyful occasion. For many, that first ‘soft toy’ or plush comforter becomes an item that is cherished way into adulthood, but we wondered what is currently driving the plush sector? Helen Shield, Enesco told us: “The staples of nursery plush do not change that often, perhaps an on trend colour, currently grey, but primarily our consumers want pink and blue, cream and tan, first teddies and dollies. Huggy blankets and comforters also sell year round.” Suzie Howes, Head of Marketing and Licensing at Rainbow Designs also commented: “Many plush toys today are no longer just a simple cuddly toy, feature plush toys are very much on the increase. Plush toys that offer additional components such as a peek-a-boo flap, a teether and even electronic interactive components provide greater longevity and appeal for the baby as well as added value for the gift buyer.” As outlined above, these are often kept as keepsakes, but what do they need to offer to have that all round appeal? Helen told us “I believe our plush is primarily purchased due to it being incredibly soft and huggable, not just to be displayed in a nursery, but also as a keepsake. We want our products to be the recipients first love, they cannot live without item that is taken everywhere, and covertly washed during the night by parents. To me this is a true keepsake.” Suzie agrees. ““Keepsakes are important at the nursery stage, we all have treasured mementoes from our childhood and plush keepsakes are no exception. That first cuddly toy is important, it is often one of the first toys that babies develop a strong physical and emotional attachment with, so when purchasing for little ones gift buyers are certainly on the lookout for that product that will provide sentiment and stand the test of time. Our plush Guess How Much I Love You



nursery today

and Peter Rabbit Booties Sets make fantastic keepsakes too.” We asked Yasmin Ali of BabyLand, Fife her thoughts as to whether she feels that parents look for that first soft toy for their little ones to have as a keepsake as they get older? “Oh yes of course they do. At the moment we are noticing that parents and gift buyers like to buy soft toys and accessories that match what the parents already have. Whether that is a colour scheme or bedding range.

For reta iler s “ stoc ki

n g li cen se d p lush on e o f th e key b en efits is th at it is in stantly reco gn ised b y p arents an d gi ft buyers .

Helen Shield

For girls it’s usually dolls, for boys...teddies and animals. There are some really stunning soft toy ranges on the market and they are special, exclusive lines - the aim for independents is to be set apart from the nationals.” Of course you can’t overlook the licensing appeal that is also associated with many plush products. From Peter Rabbit through to Winnie the Pooh – as cherished items, loved for many years and with so many staple licenses that take us

all back to our own beloved childhoods, naturally we wanted to know if therefore plush products are increasing in popularity? Suzie responded: “Most definitely, having strong recognisable brands is extremely important in the nursery plush sector. Recently we have seen a move towards entertainment licenses so having a mixture of timeless publishing brands like Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar in our portfolio alongside leading entertainment licenses like Peppa Pig for Baby and Thomas & Friends is important for our business.” We asked Yasmin her thoughts on licensed plush. “Peppa and George are firm favourites in our shop, as is Paddington Bear. A nice mix of traditional, and completely modern and bright. This helps link sell also as you can’t have Peppa without George! Customers know how close their bond is in the cartoon, so we find they don’t want to split the family up as such!” Finally, what about benefits for retailers who stock these? Helen comments: “For retailers stocking licensed plush one of the key benefits is that it is instantly recognised by parents and gift buyers. There is also usually a host of complimentary licensed products that can be offered alongside the plush range to provide consumers with a good selection of product as well as continuity with their favourite brand.” Licensing to one side Suzie feels that it’s also about brand awareness which spans across the generations. “The main aspect is Brand awareness which falls across all generations and of course the power of persuasive children. Plush generally is easy to display, minimal damage and also when displayed amongst other baby gift items, has the ability to engage consumers with the ahhh factor. Plush is a tactile product, people want to pick it.”

om r f e v o th L i W e d Ma ade in d ies are m n n u u b d o n l s. rs a Silverocve range of little pluemsh pbeerfaect gifts for neewjebrsoeryn fabrics, the aking th e With L and gentl ith textures to The Mad uggable fabrics, m ozy curly fleeces w c ain, ide baby h , s a toys prov amuse and entert ft velbo luxuriou d so n g a s in le in tt l b ed il ra m w sh , o s c ri rs e e e y B fort chim m ch Love com nkles, rattles and make the l h il it w W s il e d ta Ma s de e. Cri e luxuriou nd sooth ar Chim lours and explore a o c y m y and Be a n re n m d u e B e th e th e k ma while and th ackaged, DUs and priced to p y ll fu . ti ts gif lied in C m is beau Every ite mforters are supp o C nd Rattles a k le. ib st si re ir ding.co.u 802 d 92 408 rserybe Tel: 016 .silvercloudnu w w w Web:




Designed to comfort and reassure, Fir has a soft pr st Dreams B ojection tum aby B my that whe Goodnight m n pressed activa ear essage for ba tes a by. A button activates the on the bearâ&#x20AC;&#x2122;s soothing mel tummy odies and lig minutes of pl ht show and aying the pr after 20 oduct autom stand-by mod atically turn e. Parents ha s to ve control ov can choose be er the settings tween on wit and h light effect with light effe s and melod cts only or of ies, on f. Available in First Dream s Baby Bear light blue an retails for ÂŁ19 d pink, Web: www.c hicco.co.uk .99.


WWW.GGTRADE.CO.UK nursery today



Huggable buddy Enesco

Giving t r o f m o c mos

m ryone, fro ets g for eve all in w th e s, g m u ch as m r with so e iz su ff s G o e ature t ri to o a t Gre access 16 tha fe has lots s to cool es for 20 te NICI y g ri n to u o ra sh v g lu fa in Family rs and p of excit this comforte number additions super soft cases. There are a me new so s is e r m e il o c rt lc and pen racters. range we ange. Each comfo e plush cha r My First NICI in rR h e c a rt m fo the cute o m la o ls key popu ew C and a th ir b rog, Mon d F m The ever troduction of a n g o in fr d le lu b c a in it lours an the in , is su cters, autiful co year with high quality plush number of chara e b in s e m sa com made fro ge feature . Each comforter w . The ran fe le b a a t u sh b a w me key to na and Don t baby will love! tha textures s.co.uk 43221

Featured here is the adorable grey Grayson Bear, soft and sweet baby will love to cuddle with him. Available in as a 33cm bear, rattle, comfy cozy and a huggy buddy. It is machine washable and suitable from birth. Each item is CE marked. Tel: 01228 404022 Email: uksales@enesco.co.uk Web: www.enesco.co.uk

C re atiefsul b e a ut sk i es sta r ry

izmo 93 5 Tel: 012 quiries@greatg en : il a m E

Iconic license Rainbow Designs

New from Rainbow tic Designs is the fantas & as om Th rst My Fi Friends Nursery Collection. The leading iconic ll preschool brand wi a now feature as variety of nursery toys including a Comfort Blanket, Rattle, Chime Ball, Ring a cute d an be Cu ity Activ omas’. The plush ‘My First Th include a My First o als ll collection wi ity Tummy Time Activ Thomas & Friends tivity Toy that Ac as ture plush Thom fea a d an at mber one blue m ay Pl ep’ and ‘I’m the nu Pe ep ‘Pe as ch su says phrases ns engine!’ rsery Collection joi as and Friends Nu ing lud inc es ng ra The My First Thom sh ry character plu rse nu g din ve lea Lo er I Rainbow’s oth Guess How Much , Peter Rabbit and and Peppa Pig for Baby by, Miffy for Baby : Paddington for Ba 16 20 for . w on ne d cti lle an You dog co Snowman and Snow My First Christmas 00 Tel: 01329 2273 owdesigns.co.uk Web: www.rainb


nursery today

Light up their world Cleverclogs – Pabobo To improve and refresh their best-seller, the Musical Star Projector, Pabobo have integrated it into a soft plush rabbit for little ones to cuddle. This new projector is removable so can be easily cleaned in the washing machine. This little rabbit creates a beautiful starry sky on the bedroom ceiling to soothe children. And the plush is machine washable thanks to the removable projector. Colours change automatically and smoothly from green to blue to orange. Parents can also choose to freeze their favorite colour by pressing the button under the embroidery. Suitable from birth, the Plush Stars Projector can also play a gentle lullaby, especially designed by Pabobo, to soothe children (with 2 sound levels). The Musical Stars Projector is also economical and convenient for parents by turning off automatically after 22 minutes (15mn for the music). Available to order from June 2016. Pabobo is distributed in the UK & Ireland by Clever Clogs Trading. Email: admin@cleverclogstrading.co.uk

Diono set new standard After significant research, design, innovation and hype, Diono launched their first group 0-2 Car Seat in the UK this February.


he new Diono Radian 5 fits children from newborn all the way to seven years old, with one of the longest combined rearfacing and five point harness capacity of any car seat on the market. Based on the bestselling US Radian, the Diono Radian 5 sets a new standard in child car seats. It’s proven to be five times safer for children to travel rear facing, so Radian 5 features extended rear facing capacity, all the way from birth to 25kg. It also gives parents the option of forward facing in a 5 point harness for longer, preventing any seat belt escapes and misalignment, so parentss can feel as secure as their children are. Rear Facing is a hot topic with more parents becoming aware of the benefits and protection this provides the neck and spine. It can also be more comfortable for kids because they have somewhere to rest their legs rather than have them hanging over the edge. Jo Ebdon-Muir Head of Marketing comments “We get lots of pictures from parents showing us how comfy their children are when ridingg in Radian. The expandable sides give lots of space for plenty of different leg positions.” The innovative design of the Radian 5 combines all the essential elements of car seat safety as well as superior comfort, ease of use and longevity. The unique steel frame provides a tough immovable core, making the seat ultra-strong and durable whilstt metal reinforced side walls along with advanced energy absorbing foam stop crash forces transferringg to the child, keeping the most precious cargo totally protected. The advanced design with straight sides also gives more space across the back seat meaning all three seats can be used in the car. Plus in approximately a quarter of UK vehicles three Radians can be installed across the back seat. The Radian 5 design has been developed from 10 years convertible car seat experience in the US where Diono has a 10% market share. Allana Pinkerton, Child Passenger Safety Technician comments “We continually hear of families who have benefitted from the safety and durability of Radian 5. Our engineering team strive to exceed safety regulations and think of ways to overcome common problems. For example Radian 5 has a cleverly engineered belt path which makes installation really quick and easy therefore limiting the potential for any installation errors.” Radian 5 is ideal for growing children; the adjustable head rest and expandable sides combined with a tall seat back, five shoulder harness positions and the most amount of shoulder width, allow children from birth up to seven years

Rear Facingicis a hot top with more parents becoming aware of thde benefits an is protection thhe provides t e neck and spin

ilers a t e r o n o i D As orking w , w o n k y alread no offers great with Dioducts and pro he T . s p i h s r e n t par s for 2016 opportunitifeurther and go even truly unique present a unrivalled and adian 5 is R propositioen.start of this just th lution. revo

focus DIONO

and 144cm in height to be surrounded by comfort an and security when they travel. As one of the only an seats to offer longer 5 point harness use to 25kg, sea Radian 5 has been built to accommodate and Ra properly fit children right up to the maximum weight. pro This new Radian 5 also features unique elements like a compact fold, for easy transportation ele and storage - never before seen on a convertible an car seat. Plus on top of all this, the Radian 5 is ca gguaranteed for its 10 year life with the new Diono Lifetime Warranty. L With so much confusion around car seats, correct child fit and age suitability, the launch of the th new Diono car seat is revolutionising the way parents think and behave towards child car seat par safety. Radian 5 protects children in the car from birth to booster, in the safest, most comfortable and convenient way possible. No longer will there be the worry of changing to the next stage seat too early because Radian 5 provides everything mums and dads need in terms of safety and longevity, all in one complete package. This new development makes significant advances in car seat innovation with engineering at the fore. In fact, engineering is at the heart of everything Diono do, and safety is the top priority. This has already been demonstrated by the huge demand for Monterey 2, the multi-award winning, technically advanced and full featured high back booster. The focus at Diono is always on what protects children the most, keeping them safe when they are travelling in the car.

Tel : 01827 310557 Email : Jim.simpson@diono.com Web : www.uk.diono.com nursery today



Hand to mouth Dental hygiene in babies from the moment that first tooth appears can be a bit of a nightmare for parents who want to establish a good dental routine – help is at hand! aby and toddler oral care is big business. Mums today are starting to recognise the importance of setting a daily routine from a very young age. We asked Rowena Johnson of BugBrush her thoughts. “Paediatric dentists have advised that oral hygiene begins even before your baby has cut their first teeth, wiping milk residue from the gums with a soft cloth is the first stage, and then as soon as the teeth are through brushing should begin immediately twice daily.” That said, naturally you wouldn’t give a baby a toothbrush, but fortunately baby brushes have been developed to meet this very specific need. Rowena told us: “Children’s teeth are much smaller than ours, and the plaque is much softer - so the bristles in toothbrushes for infants are much softer and finer than in adult brushes, so as not to damage their gums.” We also asked Katie Windridge, founder, Matchstick Monkey, her thoughts on why specific brushes are developed to cater for this very young age group. “Matchstick Monkey is a fun monkey toothbrush which is specifically designed to encourage children to start


brushing their teeth from a very young age through its fun design and great functionality. With more dental advice now in place when we look at the baby and toddler sector,, p parents are starting to

“ Th rou gh clever

des ign , m anu fa ctu rer s an d supp li er s h ave w o rked h ard on in n o va t ion to b rin g fun , y et p ra ct ic a l b rush es to m arket .

make positive buying decisions quite early and search for products that cater specifically for little ones and their requirements, which are not the same as those of adults. We looked closely at this sector and launched Matchstick Monkey, as we felt there was a clear gap in the market. “Matchstick Monkey is made from soft flexible silicon so it is always safe even if the baby falls over or jams it in their mouth. The flexible soft nature of the 52

nursery today

brush means it is forgiving on the gums and the mouth and feels great.” As a routine, this activity can also bring fun, encouraging babies and toddlers all the way. Through clever design, manufacturers and suppliers have worked hard on innovation to bring fun, yet practical brushes to market. “There are a number of products already on the market that encourage brushing to a certain degree, but these are mostly made from silicone. The sensation of toothbrush bristles in a child’s mouth are vastly different to the feel of silicone bristles, and so the transition between ‘teether’ and ‘toothbrush’ is often very difficult. This is why BugBrush was developed, as a safe gateway toothbrush which the child can use safely on their own to get used to the sensation of bristles. This will in turn lead to a much less stressful cleaning routine with the parents,” commented Rowena. Katie also feels that starting a good dental routine early has clear benefits. “I would advise a daily routine as soon as a child’s first teeth come through. The earlier you get into a routine the more likely it is that this will be stuck to and by offering these type of products to your customers, whilst also offering solid advice, the rewards can be quite astounding.” As a growing category, there are clear benefits for retailers who chose to stock these products. “Oral care is extremely important in young children, and parents need to be offered a wide selection of products which suit their child’s needs. The majority of tooth decay in a milk tooth occurs within the first 12 months of it erupting, so there is a critical time frame in which an oral hygiene routine needs to be established. This can often cause massive stress to the parent and child, so any product designed to alleviate this stress is a welcome addition to the marketplace,” comments Rowena.

nique u d n a w e n A toyplicator specially designed to help teethirungshbabies teethonkeiynis ag the toothb teething gel ap or granules onto

Matchstick M way. Apply gel to the sore spot. the most effective to chew the gel in by ba les ab ease their pain in style bristles en d of the head an r with toothbrush to ck ica ba pl e th ap l at ge les ng brist ethi key is a unique te to hold Matchstick Mon of the pain. ce ur so e th gh for little ones to l right that are thin enou th les wi nd ld helping get the ge ha ho th to wi r something safe silicone hands looking fo l Made from soft, al sm r fo ct rfe ung age. Pe and use from a yo ease. ickmonkey.com matchst Email: katie@ y.com chstickmonke at m w. Web: ww

8WX_[iĂ&#x160;]kciWdZj[[j^ d[[ZZW_boYWh[jee

8hki^#8WXo^WiW Yecfb[j[hWd][\eh _d\Wdjj[[j^_d]WdZ Z[djWbYWh[\hec X_hj^edmWhZi MWjY^ ekhl_Z[e ed[Whbo o[Whi jeej^YWh[

mmm$Xhki^XWXo$Ye$ka ^X Xo ^ a <ebbemkied

nursery today



Healthy option for Baby’s teeth Babycup

e& g d i u q S Hello esigned to ave been d h s y p to g i in P British Made sensory teenetht. Founded by mum of twteoaMfuanryky toy

to crea These elopm her passion ip have t baby’s dev born from quidge & P y, and s complemen S a . w n io ip P ct n & fu ll e g h it o id w u explore ra design Lord, Sq t baby can temporary a ment, n p th co o s s el re d ev n tu d le x that b infant’s s and te f rt o a p h rt a g p in y st h es re res. R earc ry healt lots of inte es and textu imulate the tion is a ve p ra a lo sh p t n ex re g out diffe mouthin helps to st to learn ab ing objects helping them t mouthing and chew g development. e which tha and weanin medical grade silicon also shows ch ee sp r ded fo om a whilst still muscles nee hing toys are made fr d explore, n a ew ch bite, These teet r baby’s to s. ct density fo rting on baby’s gum fe er p e th is fo m co d n soft a remaining 59 7 8055 ndpip.com Tel: 0786 squidgea @ ry a m : il Ema

Babycup First Cups are “The little cup that’s kind to baby tee th” and d support oral and dental health byy encouraging sipping and are recommended by leadin g dentists.. New packaging launched for 2016 has galvanised Babyc up’s oral health message and seen a huge growth in sales. Reaffirming what the pro fession onaals ls are already saying, Babyc up, which h is made in Britain, is now a multi award-winn ing producct, t, most recently winning the Prima Baby & Pregna GOLD at ncy Award ds 2016. Babycup is recogn must-have First Cup and ised as the receives great feedback fro m parents: “Sweet, tiny cups perfect for teachi ng your baby to drink fro m a cup” (Charlotte, January 2016). With NHS contacts direct ing families to buy Babyc ups and happy parents posting brilliant reviews online, Babycup is a weaning accessory with mass appeal and offe rs the solution to help par ents keep their child healthy.

Email: hello@babycu p.co.uk Web: www.babycup.co .uk

Babies’ gums & teeth matter! There’s a real problem in the under five age group with high dental decay and extraction rates which have health and social impacts upon children. Early oral care is provided by parents way before a child is seen by a dental professional. Therefore it’s critical that parents rents understand what can be done, why it should be done and have practical products to help, so the first ‘milestone’ visit is a happy one. 3 step programme – from birth to sixx years

Brush-Baby has developed a simple 3 step ‘Early Years Toothcare’ programme from newborn to six years , from ‘no teeth’, through ‘teething’ and onto a full set of babyy teeth, with products based on dentall development, skills and behaviours of a child at certain ages. Tel: 0845 5202229 Web: www.brushbaby.co.uk

Empowering Infants es to combine the plaque-removing effectivenessthof r strprodouck Supise ts in the world ts to clean their tee one of the first – empowering infan clinical h, BugBrush elements of a toy er infant toothbrus the fun and safety bristles than any oth ows oft all r-s ly pe nt su toothbrushes, with e rta or po m y. With x10 to 45%, and im pla h up ug by ro ne th . ly gie nt hy de al ch indepen ildren’s or t the risk of oking gBrush improves ch ush bristles withou Bu br n th ow too sh l ve rea ha of als tri sensation accustomed to the infants to become bugbrush.co.uk Email: rowena@ sh.co.uk ru gb bu w. Web: ww


nursery today

social media ROSS HEWITT

MOT Time Quite remarkably my car passed its MOT today, which made me think about how many websites would pass an MOT? anaging a website and keeping everything up to date seems like a straightforward task but some of you are running websites that represent a mammoth undetaking. It’s a full time job keeping everything in order and it is easy to lose track of every single paragraph, price and image. But you need to throw some time at it, especially if you are spending money driving traffic to the site. Block out an afternoon of your time, open a packet of biscuits (or a bottle of gin) and start browsing and clicking. Move around the website as if you were a first time visitor there, and try and think like your audience. Create a spreadsheet and paste the URL of any pages that need attention and write a note about what needs sorting out. To give you an idea of what to look for here are a few things that get people bouncing off your website very quickly and heading elsewhere: 1. Missing Images – ’Awaiting image’ or ‘Image to be supplied’ in place of a proper photo of a product is just wrong, and a bit lazy. If you have the product in stock and you have an iPhone then you have all the required ingredients to take a photo that you can put on your website. At least until the official snaps arrive! Sort these bad boys out as a first priority. 2. Out of Stock – Something not being available is ok if you can let a visitor see when it will be back. Something just being out of stock with no other information makes people grumpy. If it is gone for good then take it off your site or make it clear on the page (but show them a suitable alternative product). 3. The Basics – Can a visitor find a phone number really easily and can they find your address? Is it a simple exercise to find out your opening hours and days, and how straightforward is it to find a way to send you a message? 4. Broken Links & Forms – If you do use a webform on your contact page then test it weekly. Things break


M o ve a rousnitde y ou r w e bw ere a s i f y o u t i me a fi r st ry vi s ito r an dlitke to t h ink en c e y ou r a u d i down on webservers and there is a lot of code and software running behind webforms. It is very irksome for someone to type a long message into a contact form only to have it fail when they click send. Likewise, clicking on links that don’t work is equally frustrating. Find them and fix them. If your website links off to other external websites then make sure they still exist and the expected content is still there.

5. Browser Testing – If you have only ever looked at your website in Internet Explorer or Firefox then you might be in for a testing time, literally. Visit in Chrome, Edge and on your mobile or tablet. All browsers interpret code differently, and what looks good in Firefox might look awful in Microsoft Edge. Times have also changed. Five years ago web traffic was pretty much still owned by Microsoft browsers. Now it is different; don’t be surprised if upwards of 75% of your traffic comes to you via Safari and Chrome combined so make sure it looks right in these. Oh, and make sure it works on any type of mobile too. There is plenty more to run at and list, such as typos, out of date content, badly cropped images, links to blogs and social media accounts that never get updated, but you get the picture by now. It will be a very beneficial use of your time. You won’t get a certificate but you will convert more browsers into buyers.

Ab out Ro ss He witt Ro ss He witt, M ana gin g Di rec tor of Sec ret Pie and aut hor of ‘Savvy Soc ial M edi a’. Ro ss, beg an his dig ital ma rketin g career in 19 98 and had his first for ay into the nur sery industry as He ad of M arketin g & Eco mmerc e for Silver Cro ss in 20 08 . He set up Sec ret Pie in 20 10 and has been help ing clients get found and love d onl ine ever sin ce. ww w.secretp ie.c o.uk Ro ss@ sec retp ie.c o.uk 019 04 410 02 7 Twitter : @R oss _H ew itt

nursery today


supplier snapshot What’s currently motivating parents at present across different product sectors? We spoke with some of the industry’s finest to find out.

Darren Curtis

D EUROPE GENERAL MANAGER UK AN (DREAMBABY) TEE-ZED PRODUCTS LTD. on or trend cific innovati Do you feel there is any spe t? that we are seeing at presen

super innovative on To be honest, it isn’t easy to be gory, however we the Child Safety and Care cate us product appearr nio often see some clever and inge y are always ainl cert we in the market place and example, we For . tive ova inn be to s looking at way locks on the c neti have looked at the internal mag g Lock, and Ma ssic Cla market, including our own renters for fect per ion vers e created an adhesiv s in hole l dril t to or those who simply don’t wan their cupboards.

ly motiving and What do you feel is current ir buying decisions? the with s ent driving new par dss hazard h

ngly aware of the Parents and carers are increasi n to ensure that they minimise kee are around their home and they can. Whilst some parents any potential dangers as best at each area of the home, most buy lots of safety products for ld wou I ics are taken care of. least look to ensure that the bas for new parents in their es forc ing driv say the three main t e for money, quality of produc purchasing decisions are valu and, importantly, ease of use. fidence to the consumer? How important is brand con nds are key to

recognisable bra Extremely important. Strong sumer who are drawn to building trust with the end con e heard of. As a company hav purchase from brands they nd ket (despite being a leading bra relatively new to the UK mar in nce orta imp at gre place in Australia and the U.S), we pay nd. This is now beginning to bra our of ess ren awa g din buil us of rd hea e hav s ing retailer off for us as more and more lead are We ge. ran t duc pro ut our and are keen to hear more abo g the bein for wn kno ing om bec now an ‘go-to’ company for providing child lity qua high of ge extensive ran ts. duc pro care and safety t this? What do you do to suppor

e, effort We have invested a lot of tim nd bra our ting crea in ) (and money d to igne des all – ing kag pac and logo lst whi er sum appeal to the end con t also demonstrating clearly wha s. In doe it t wha and is t duc pro the and terms of Marketing we have, d buil to d har still are, working and relationships with both trade consumer magazines to increase awareness of who we are and what we do. We have seen an increase in the editorial coverage we receive across various media publications, and in addition we invest some budget in advertising where appropriate.


nursery today

Chris Clarke

UK MARKETING MANAGER NUK BABY Do you feel there is any specific innovation or trend that we are seeing at present? Anything that makes life easier for parents is on trend! Across all sectors of the baby care market brands are understanding that success and thus sales can come by being able to offer parents product solutions that will make life easier for them. From a feeding perspective a key trend is for solutions that make it easier for parents on the move so pre sterilised teats or lightweight and compact sterilising solutions are popular. What do you feel is currently motivating and driving new parents with their buying decisions? Again practical solutions that make life easier. Anything that can save time and effort will score points with parents. It’s not about cutting corners but being cleverer with your time, so you have more time to spend with your child and less time spent doing the chores! Innovative, time saving solutions are always welcomed. Of course price remains a key consideration but parents need assurance that the product is right for them and their child first before then considering the price. Increasingly design is becoming a more important factor for parents, across all sectors, whether it be electrical items that are on show within the kitchen and thus become part of the kitchen aesthetic or indeed feeding bottles and soothers. How important is brand confidence to the consumer? It is hugely important within the baby care product sector generally and particularly so for those parents-to-be who are having their first child. There are probably few market sectors with such high purchase consideration; every product that parents purchase for their baby will have an impact on the child’s health, wellbeing and development and thus it is completely understandable that parents need lots of information, reassurance and confidence that they are choosing the right brand and the right product. What do you do to support this? As the old saying goes ‘knowledge is power’ and that is very much the case within baby care. Considered purchases require lots of information but the challenge for brands is to make that information digestible and easy for parents-to-be to consume, too many brands throw everything at parents in the hope that something will stick. The brands that are successful really understand what it is that is really important to their target consumer when going through the purchase decision process.

Peter Holm

Steve Truswell


SALES DIRECTOR HARRISON SPINKS NURSERY DIVISION ON Do you feel there is any specific innovation or trends that we are seeing at present? We are seeing an increase in demand for Britishmade baby and nursery products, something that has stemmed from the birth of two Royal babies in the last three years. Our NaturalStart range of mattresses are designed and manufactured entirely in Yorkshire, using the company’s 175 years’ experience to create te an innovative sleeping environment. We combine our unique nique pocket spring technology with natural materials, some of which hich are grown on the Harrison Spinks farm, located just 18 miles away from our factory in Leeds. This technology is designed to provide babies with targeted postural support during their developing years. What do you feel is currently motivating and driving new parents with their buying decisions? It’s well known that sleep plays a significant role in a baby’s growth and brain development. With newborns needing around 17 hours of sleep each day, parents need to choose a mattress that perfectly supports their posture and is specifically designed with the wellbeing of their baby in mind. This has led to parents constantly searching for new products which not only offer their children a good night’s sleep, but has the advanced technology to provide the correct postural support for their little one. Parents are also continuing to show an allegiance to British-made products, as consumers understand British manufacturing offers renowned high-quality and unrivalled attention-to-detail. As one of Great Britain’s most established and innovative bed makers, our British sh heritage is something we’re extremely proud of. How important is brand confidence to the consumer? Brand confidence is very important to the consumer. Parents are always looking for new, innovative products which guarantee the very best benefits for their little one, giving them full confidence in what they are buying. Ultimately, if the parent has a clearly communicated message and believes in the performance of the brand’s ’s product, they will make an assured purchase, confident that it is right for their baby. What do you do to support this? At Harrison Spinks, we support brand confidence by a heavy use of POS, to clearly convey all of our messages to consumers and stockists, promoting our unique sellingg points and helping them choose a mattress that supports their child.

Do you feel there is any specific innovation or trend that we are seeing at present?

We offer a wide range ge of nursery brands exclusively usively to retailers in the UK and it is great to see the innovations vations that each brand develops elops to make parents lives easier asier when caring for theirr babies. With Bumbleride it is the launch ch of the Speed3 running pushchair with three different settings depending on whether the parent is walking, jogging or running. What do you feel is currently motivating and driving ng new parents with their buying decisions? cisions?

Safety and comfort are the main factors that parents consider with their buying decisions and if you can also offer great design then a product is going to sell well. How import important is brand confidence to the consum consumer?

Consume are looking for brands Consumers that they can trust both for the quality of o the nursery products and the reputation held by the brands. brands What do you do to support this?

We ru run marketing campaigns in trade and consumer media, an ongoing ongo PR programme, and pride prid ourselves in responding quickly to any consumer qu enquiries that come directly en or o via our Facebook page.

Tim Cottrell

M MANAGING DIRECTOR SAPLINGS OF SHROPSHIRE SA Do you feel there is any specific inno innovation or trend that we are seeing at p present?

Pare are very aware that their babies Parents need to sleep in a safe environment, and Katie Crib is a safe alternative for our K the first few months of bed side sleeping. th What do you feel is currently motivating and driving new parents with their buying decisions?

Parents are looking for good quality good value nursery furniture that is long lasting i.e., cots that convert to first beds, chests of drawers that come with detachable changing

units, and wardrobes with lots of hanging and shelf space. How important is brand confidence to the consumer?

Word of mouth recommendation is very important in the nursery market, and we are very proud of our reputation as a leading supplier in the UK of nursery furniture. What do you do to support this?

Using our experience as suppliers of high quality wooden nursery furniture, we develop all our products in-house, constantly check the quality of our products and offer great customer service.

nursery today


Sponsored by


Litecup Launch Hippychick love nothing more than sourcing multi-functional products that truly help make parents (and little ones) lives a little bit easier. They have found just that in their new product Lite Cup. At first glance, the Lite Cup looks like a well-designed, colourful non spill sippy cup but, it’s so much more – it doubles as a night light too! Designed by a parent looking for a better cup for his children, the Lite Cup features a unique non spill valve design that provides a natural, no mess independent drinking experience. The 360 degrees rim means children can drink from any angle so is great for the transition from bottle or beaker to cup. The bottom of the cup is home to a comforting LED night light that is light activated, but can be switched off manually to preserve battery life. The cup can be placed anywhere around the bed, and can be clearly identified during the night. With an RRP of just £8.99 these are ready to set sales alight! Web: www.hippychick.com/litecup

Highs and lows Little Helper The next generation FunPod HighChair has just landed with some fabulous new features making it even easier to use and more multi-functional than its predecessor. Also new to the Little Helper portfolio of nursery products is the Fusion Hi & Lo Chair. Fusing a retro look with modern design and materials, this gorgeous looking high and low chair comes with crotch restraint, 3 point harness, removable tray and wipeable cushion. Solid wooden legs which quickly and easily unscrew to convert the highchair to a low chair and vice versa give this highchair a truly modern and unique look. Available from AW16, the Fusion High Lo Chair will retail at £119.99. Tel: 01909 561155 Web: www. littlehelper. co.uk

Perfectly designed for s g babie the award-winnin mpers, home of

Cheeky Cho ve recently Comfortchew, ha Neckerchew and ts. w produc launched two ne a fun, attachlovable hippo is e th ’ wy ‘Che e new must th y teething toy able, safe, sensor for little d ne sig perfectly de have for babies, hands! a practical heeky Blanket is The luxurious C gs, foot ta en dd hi with cheeky and fun blanket y to sta attached s which allow it pouch and strap m. to any travel syste 8370 Tel: 0131 440 om kychompers.c ee ch w. ww : eb W

The next generation Emmaljunga Swedish premium brand Emmaljunga, which was established in 1925, has launched a stunning new model. NXT90, for the next generation, is an exceptional blend of quality and performance. Designed and made in Sweden using the highest quality materials, NXT90 is suitable from birth to 3+ years. The robust chassis, cosy carrycot and generous seat unit with luxury apron are the perfect combination. You can see and feel the quality in the details, including the soft touch leatherette handle with contrast stitching. It features a quick and easy folding mechanism with automatic locking catch and quick release swivel front wheels. The rear axles can also be removed for more compact storage. NXT90 can be used as a travel system with a car seat adapter. There is a choice of four contemporary colourways and stylish coordinating accessories are available. Web: www.emmaljunga.co.uk/nxt90


nursery today

h ly g i l h H ig o vat ive in n

Wearable audio bab y monitor Summer Infa n This July sees t th

All in a spin Joie The new Joie Spin 360 makes leaning over a child and awkwardly trying to fasten them in a thing of the past! The Spin car seat rotates 360 degrees to any position imaginable so you can move the car seat to a side or front-on loading position and easily place a little one into the car seat, or unstrap them without a fuss. This helps ensure correct fitting for maximum safety and offers complete comfort for the user. The new Joie Spin 360 Group 0+/1 car seat is suitable from birth to 18kg / 4 yrs. A rearward and forward facing seat that installs easily with ISOFIX, Joie passionately believes in extended rear facing and that’s why this car seat can be used rear facing from birth to 18kg/4 years. The seat boasts ten recline positions; five rearward and five forward facing, the Grow Together multi-height headrest and harness which adjust together with one hand. Plus with a removable full body insert and head support, for optimal security, comfort and adjustment for the best fit!

e launch of Su BABBLE Ban mmer Infant ’s new acclaim d, the first ev er, wearable ed and highly The modern digital audio innovative lo ok in baby monito g BABBLE Ban able, adjustab r. d allows pare le wristband nt s to th at fits both m hear baby via they are catc um and dad; hing up on ch a comfortso ores like vacu one is asleep. uming or mow it’s ideal for parents when ing the lawn, The BABBL whilst their lit E Band has th tle sound is capt re e m on itoring modes ured in real-t to ensure that ime, keeping to audio and baby’s every parents in-tun sound-level pr e with their ba ompts, soundnoises in baby by. In additio activated light ’s room. An n s provide visu optional vibr baby makes a al cues to ation-mode al noise, which so Web: www.s al is lo pe ws wearers to rfect for thos ummerinfant e that are ha feel when .co.uk rd of hearing.

S i mp ly to a c t ivsah ake te

Tel: 01889 808 900 Email: uksales@joiebaby.com

Bright Take a Light, le Bubba itdhto anIcnokunce the launch of its d ll isw SterBo ish an ubba excite Aurora, a styl Ickl g the n. Introducin coined the latest innovatio s already been ha ch hi w r, lle ro lightweight st t buggies. n in light weigh 5.5kg, the next generatio t frame of just gh ei w ht lig a With city living, eal stroller for id e th is a or Aur of urban stle and bustle making the hu sport and public tran ing environments ld fo ift one handed simple. It’s sw s w lo al mpact fold action and co the stroller ow st parents to e ss, reducing tim without any fu and stress. ubba.com kleb Web: www.ic

Soothes and calms

als ChemeusickalytoyRthaatssocothes and carlmsosftbatobitoesucwh,ith a

A soft ies. Supe ds and melod y shake to range of soun forters - simpl m co e es th e or – perfect for babies will ad oice-activated .V ds eep. If un so e whilst they sl activate th ling little ones tt ill switch w se u d az an Z ng soothi al toys from im an Simply e th bl s, ie lly washa e! Fu d. your baby cr un so en ur chos d your Zazu de the toy an on and play yo si in e ul od m und ilable in Dex remove the so washed. Ava be ly si ea n ca heartbeat toy Liz the Lamb. the Donkey & the Dog, Don 895761 Tel: 01730 ls.co.uk heekyrasca .c w Web: ww

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

nursery today



Shop matters with NSG se L ittle HDoua le L ittle u re Fu rn it Ra g e Yasmin Ali, Babyland, Fife

T9 0 X N a g n u E m m a lj

S nu z Po dg B e dd in

h er M ee - g o Fe a t 60

nursery today

uys, I still can’t believe that Harrogate has been wrapped up and gone for this year, the time is moving so quickly! Unfortunately, the road shows have already kicked off ! It is a real shame. Next year the show is midweek and I’m still undecided as to how I feel about it. I’m a gut kinda gal and my gut doesn’t like it—but time will tell, this may well change. So many independents have told me they close Sundays and Mon/Tues are generally quite quiet—so the current Harrogate set up has worked for them, so in my opinion, time will tell and we’ll have to wait and see. So this month I’ve been discussing changing bags. I have asked the NSG and annoyed various independents for their feedback. I’m afraid I didn’t get very positive feedback! The overall consensus from the people I spoke to was that as much as WE personally may like the bag brands and some of us (me!) use them as our daily handbags, it would seem that for so many independents the demand just isn’t there. These demands are met by the nationals and the internet, maybe after viewing on our shelves. What also doesn’t help is that so many brands sell them direct and therefore how do we compete? So as much as we want to there are holdbacks of certain lines. It would seem customers at the moment want bags and accessories to match their prams, these should be included in the package; thrown in free of charge or offered at am insanely (insane for us) cheap rates! My own favourite bag brands are Pink Lining. I had a Yummy Mummy for my younger Mini Me and I still think that from all the bags on the market this IS the most desirable. I still use the Pink Lining purses, currently being one from the S/S 16 range. I love Babymel, Vanchi bags are so


spacious and well made. Nova Harley are a brand who REALLY push their stockists and definitely consideration as they will help you with marketing and have some really nice looking bright bags. Pram companies themselves make really nice bags also. Emmaljunga exclusive ones are my favourite, they

For us in dep en dents ac cess ories are o f such h ig h imp ortan ce an d as such I can ’t stress it en ou gh . are classy, nice sized and really good quality. iCandys own bag range was made so well, designer spec and a price to match. I also really like Mamas and Papas tote bags, the chestnut is my favourite colourway and the tote is an ideal changing bag. For us independents accessories are of such high importance and as such I can’t stress it enough. Blankets; small toys; teethers (Sophie The Giraffe); BUT on the flip side don’t over do it because many of these lines are supermarket lines, pound shop lines and everyone else lines, so be aware of your market; because I’d like to think

the aim is to make some margin somewhere! Blankets and small toys also look nice as display items so have some fun with them just watch they don’t get nicked (again be aware of your market). If you remember back to the Clair De Lune stand at Harrogate a few weeks ago - how pretty was the stand? Without a shadow of a doubt the accessories finished it off to make it more appealing. Yes these are not exclusive lines, you get blankets and toys and small accessories at the queuing point in Dunelm Mill BUT these are staple lines and people looking for quality and substance WILL come to us. This is down to you. Being an established shop ourselves (We are based in the Glorious Kingdom of Fife); it’s been heart-warming in recent times in the shop to have old customers return to us after buying from us in our old shop, how they remember our shop for the high quality and wide range of products we had when they were pregnant who are now coming to the shop as grandparents to be. Kudos to my amazing mum who has through experience, time and her amazing eye built that incredible money can’t buy reputation that sets us apart. Know your customer base, who are you catering for. Stop cluttering your shop with rubbish that is slow, with no margin - dead stock is exactly that. Ask for advice, from your peers, staff, reps, ME! Learn something new every day, we must always move forward and never become complacent.

currently loving: ● Mee-go Feather ● Emmaljunga NXT90 ● Mamas and Papas Armadillo XT Chestnut ● Snuzpod bedding ● Little House Little Dale Furniture Range

Growing your business

nursery today

L ess f l o G


y a d s Tue th 28 e Jun 6 201

ork W


Mor e

st. s a re ve a d ha goo k, we ’s a is as r e a P g han ton l. It y a c t Staver krup Hal just off a s y a rs The Puc situated he M5. t 9 yea e Hilton r e t f club es from st tee A th e h o t t t u h d e1 n it move ourse w a few mi ext to th sing the n u t tc grea 8 and jus ted right ed direct 6200 a 3 k 9 u the A tel is sit n be boo 01684 2 % will be o e 0 a 1 n H c r The oms lepho lable less he fee fo o e r T d – i n t a a 0 1 v p do a e B off e to NAS est rate ed to ke v a G h e ou ag ow cod the l ave man 5, so all y e r e eh wh £9 ed. W ltered at n to us. r e f f a o retur ay un the d plete and m is co




1998 - 2015


E A Y R S 8 1 Puckrup Hall Nr Teswkesbury, Glos .

AN EARLY REMINDER We want more of you to enjoy a brilliant day’s golf next year at Puckrup. Quite frankly, trade support for what is the only trade golf day now on the calendar has been pretty pathetic. I appreciate that business is tough and we all have to work hard, but

COME ON! Just one day in your diary out of 365 for a sport you enjoy playing can surely be managed? Either give me a call on 01442 289930 or email malcolm@lemapublishing.co.uk for full details

Malcolm Bubba Naish

BPA notice board y ou r c usto mer s G et in front o f

Robert Anslow M anaging Director

Don’t underestimate face-to-face marketing t’s no secret that UK consumers are the most prolific online shoppers in Europe; however recent research suggests that rather than growing in trend, more and more are returning to bricks and mortar stores. Surprisingly, according to market research company GfK, it is our X-Box, smart-phone loving young shoppers who are heading for the High Streets. Whilst they enjoy socialising with friends on Facebook (and young mums in particular spend numerous hours a day doing so) when it comes to online shopping they have a few concerns. Amongst 16-21 year olds, 40 percent want to see the products in real life before purchasing and also worry about delivery costs. In this age group 37 percent are concerned about data-protection and the safety of their personal details when shopping online. However, it’s not just enough for these young consumers to walk into stores and pick up a purchase. This is a generation used to being entertained and retailers can encourage sales by providing in-store shopping experiences to match their expectations. Whilst eye-catching POS and colourful store layout and design can certainly enhance the shopping destination, the one area that online shopping can never compete with is face-to-face interaction and great customer service will not only make consumers feel at home, but give them the confidence to purchase the perfect product for their requirements too. Baby products in particular present a minefield of confusing options for new parents and this is where face-to-face marketing comes into its own. By chatting to consumers, sales personnel can quickly build a rapport and establish a relationship giving them confidence and trust in their advice.



nursery today

g re a t Th e B PA isc ea- to - f a c e b e li ever in nf ad en c ou r a g es m a rket in g ras to m ax im ise its me m b ep o rtun it ies b y s a les op g in in dustry p a rt ic ip a t inw s s uc h a s tr a de s h o ntern a t ion a l H a r ro g a te I ( U K ) , K in d N u r sery Fa ird ( G erm any ) , un d J u g en h an g h a i) an d C B M E ( S Exp o ( U S A ) . A B C K id s .t h e bp a .e u fo r Vis it w w w fo rm a t ion . mo re in Naturally, knowing their product range is of paramount importance too – and retailers should be able to explain the ins and outs of one baby monitor over another; and recommend a style of pushchair based on a specific family’s need. It is interesting that some independent nursery retailers never attend trade fairs but simply browse and order stock online. In theory, they are no more in the know that the consumer purchasing that very same product online. They can read the instructions and probably get to know the product, but can they really give the full run down having not seen a demonstration for themselves? At Harrogate International Nursery Fair recently Von Sy of Nimble Babies, who launched their new product at the show, said: “It was great to

showcase our product, because major retailers who sh had h said no to us a few months ago, have now said yes ye because they have seen it first-hand and finally understand its concept by talking to us.” un Understanding the ins and outs of a brand and its it product range is therefore of major importance for fo the retailers selling them. Again, it’s easy to go through online catalogues and select the items you th want to stock, but without face-to-face interaction w with w the manufacturer and a full demonstration of how h a product actually works, explaining the benefi ts to the consumer is virtually impossible. b It doesn’t really matter if a product is completely unique, or if there is loads of competition for similar un brands; in truth, the market place is bustling and b even ev if you believe your product is the very best in its it field, it is meaningless if your competitor is shouting louder or has a better message. sh It is without doubt that the internet provides an important market place, but for any business to im thrive, why sit and wait for an audience to take the th initiative and make the first approach? A lot of in people may never know about a brand (if they don’t p know kn a product exists, they won’t be looking for it) and an then everyone misses out. Whether you are a manufacturer, supplier or retailer, face-to-face marketing is the only real way to ensure that a sale will happen – because you are in front of that customer and closing the deal.

A ccording to market research company GfK, it is our X-Box, smartphone loving young shoppers who are heading for the High Streets


Buyersdirectory Textiles

Baby Shoes

Ambassador Textiles manufacturer of Anti Pil Fleece blankets Blankets are made to order, Cot, Pram, Picnic Blankets are made from stock fabric, over 50 plain colours and 20 prints. Minimums apply.

Ambassador Textiles Ltd Ambassador-textiles.co.uk kris@ambassador-textiles.co.uk 0161 624 4167

Test a publisher’s statement of circulation. In today’s business climate you can’t afford not to.

Coordinated Bedding

Our ABC Certificate provides accurate, independently verified circulation figures, giving you confidence in your advertising investment.


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

ALAMI INTERNATIONAL LTD 7 Dace Road, London E3 2NG T: 0208 533 7800 l F: 0208533 0026 E: sales@alami.co.uk www.alami.co.uk


The Raincover Specialist • • • • • • • • • •

Raincover supplier Established in 1987 Specialising in pushchair raincovers Extensive product range available with over 250 designs on file Full raincover design service available from a member of our specialised team A wide range of special needs pushchair raincovers Only the highest quality for our customers Next working day delivery available on stock items The best cover up job in the business! Call today to place an order

01723 865 001 sales@apolloraincovers.co.uk

If you want to reach 4402* total average net circulation, then call Christine Contreras on 01442 289930 or email christine@lemapublishing.co.uk *. Circulation figure relates to period from 1st July 2014 to 30th June 2015

The highest audited Nursery B2B magazine.

Wholesale The U.K. nursery trade’s no. 1 magazine

For more information visit www.abc.org.uk or email info@abc.org.uk

Goods-in compliance by Torque

Logistics excellence for





Profile for Lema Publishing

Nursery Today  

In this May 2016 edition of Nursery Today we take a look at breastfeeding and accessories, changing bags and nursery décor plus plush and th...

Nursery Today  

In this May 2016 edition of Nursery Today we take a look at breastfeeding and accessories, changing bags and nursery décor plus plush and th...