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MAY 2021 ISSUE 8 VOLUME 24

THE UK’S BIGGEST VIRTUAL BABY EVENT 18 – 2 0 J U N E 2 0 21 INDUSTRY-LEADING LAUNCHES & INNOVATIONS INCREASE BRAND AUDIENCE

REACH OVER 20K CONSUMERS

GAIN CUSTOMER PRIMARY INSIGHT

DRIVE NEW SALES OPPORTUNITIES

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News le Retailer Profi pshot a n S r lie p Sup s New Product ducts The Baby Pro Association

Contributors 34 Barking Mad Pramland’s John Barker takes time to reflect on the previous month since being able to open their doors and what’s currently hitting the spot in-store with their customers.

the team Editor

36 FanFinders

Penny Franks penny@lemapublishing.co.uk

FanFinders’ CCO Adam Gillett discusses why for brands and retailers in the baby sector, acquiring customers way before the purchase point means better cost-efficiency and longer-term value.

Ad Manager Christine Contreras christine@lemapublishing.co.uk

40 Insights Family

Ad Manager Simon Davis simon@lemapublishing.co.uk

CEO, Nick Richardson provides an insight into why mums are the key purchaser of toys.

41 Online4Baby

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

Production Director

p38

Paul Naish paul@lemapublishing.co.uk

This month online4baby’s Managing Director, Christy Foster takes a look at stock and spiralling shipping costs.

Cover Story

Production

16 My Babiie

Rick Vickers rick@lemapublishing.co.uk

Check out My Babiie’s latest collaboration with TV personality Dani Dyer.

Managing Director Mark Naish mark@lemapublishing.co.uk

Features

Chairman

20 Strollers & Pushchairs

Malcolm Naish malcolm@lemapublishing.co.uk

42 Soft Toys

Circulation

Interviews

Robert Thomas robert@lemapublishing.co.uk

p20 Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

38 Hardenberg/Angelcare 48 Lansinoh

NEW

ANTIBACTERIAL HAND SANITISER A new way to safely disinfect children’s hands before they are three! • Suitable for babies from 3 months old • For sensitive skin • 100% plant based* • Alcohol free • Kills viruses including Coronavirus** • Does not contain benzalkonium chloride

MILTON, PROTECTING WHAT’S PRECIOUS FOR OVER 70 YEARS milton-tm.com Use biocide safely. Always read the label before use. *active ingredient **EN14476+A1 :2015 in 30 sec on MVA enveloped viruses. EN14476:2013+A2: 2019 in 30 sec on Bovine Coronavirus, a surrogate of Sars-Cov-2.

@MiltonBaby

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

Caption: Looking to refresh your Looking to refresh strollers or your strollers or pushchair pushchair selections? selections? Check out our Check out our feature starting feature starting on page 20. on page 20.

doors, Nursery Today wanted to find out what elcome to the May issue. This month type of support brands are currently offering we take a look at the stroller/ and whether they expect any supply issues on pushchair category. Although the the horizon. You can read what they have to say landscape for this particular product in Supplier Snapshot starting on page 44. category may have altered with the introduction of Talking of nursery stores, opening a new store the compact fold, there is still a demand for during a pandemic isn’t lightweight strollers - perhaps probably what most would more so now that we are seeing Talking of think of even considering the easing of restrictions when nursery stores, during such turbulent we look at the current endemic times. However, last year here in the UK. These are sought opening a new that’s exactly what Baby B, by parents and childcare store during a based in Widley, providers who are looking for a successfully did and second lightweight pushchair pandemic isn’t although they were while out and about - you can probably what probably closed more than check out a variety of products that all fit the bill by turning to most would think open since first opening their doors, they quickly page 20. of even adapted and took an This month we also feature extremely proactive route, interviews with Angelcare and considering by launching their website Lansinoh. Angelcare have been at during such and increasing their social the forefront of monitor media presence and technology for well over 20 years turbulent times offering a click and collect and have stayed up to date with service. You can read all about it in this month’s current technologies available while continuing Retailer Profile starting on page 12. to focus on key product features. Nursery Today Another retailer and company who didn’t rest caught up with their UK CEO, Julie Ebrey - turn on their laurels during the Pandemic was to page 38 to find out more. Glasgow Pram Centre and Cybex. This year has Lansinoh are best known for all that is also seen Cybex launch their biggest UK store at breastfeeding. Breastfeeding can bring a huge Glasgow Pram Centre. You can check this out over level of anxiety for new mums. Nursery Today on page 28. I have to say, it looks truly stunning! had the pleasure to question Lansinoh’s UK Our cover star this month is My Babiie who are Marketing Manager, Lisa Craven to find out how excited to announce their latest collaboration they support mums during their breastfeeding with new mum and television personality Dani journey. Simply head over to page 48 to find Dyer - you can check out this great new range out more. by turning to page 16. Our contributors this month continue to On a final note, it’s all a bit confusing as to bring you articles of interest, with Pramland’s whether we will or won’t experience a Baby John Barker taking an overview of business Boom with conflicting news being published. since opening their doors on the 12th April Headlines recently have read for example ‘Baby over on page 34, while on page 41 Boom or Bust’. However, The Guardian published Online4Baby’s Managing Director, Christy Foster an article on 21st April that goes against this focusses on stock and spiralling shipping costs. stating “Contrary to fears that the coronavirus With nursery stores having now opened their

pandemic could cause a “baby bust”, the numbers of women in England expecting a baby appear to be on the rise. “Maternity statistics collected by the NHS show that although there was a dip in the number of antenatal booking appointments in May 2020, numbers quickly rebounded and continued to grow. The number of antenatal booking appointments during the fourth quarter of 2020 was the highest for five years.” However this article concludes stating that this will depend also on how quickly the UK economy recovers after Covid restrictions are lifted. Bear in mind also, that Data from the Office for National Statistics (ONS) found there were 464,437 live births in England and Wales between January and September 2020. This data illustrates a drop of 3.6% from the 481,767 during the same period in 2019 and a 15.3% decrease since the most recent peak of 548,086 in 2012. I suppose until we gain the official birth rates for the year 2021, only time will really tell… On the flipside, the Baby Products Association article over on page 50 might also be of interest. From information they provide, it would appear that we are seeing an increase in the number of twin births with the rate of twin births worldwide having risen by a third since the 1980s with approximately 1.6 million twins being born worldwide with one in every 42 children born a twin. When we consider this information, now might be the time to start focussing on products targeted towards those expecting twins!

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news

Sponsored by

Daniel Kobryner is passionate about International Business Development, mentoring and coaching Mentoring companies from the Nursery and Toy Industries to devise and implement the best strategies, Kobryner Ltd’s goal is to successfully initiate and grow international sales in EMEA and coach teams to get the best out of everyone. Daniel Kobryner has over the past 20 years been developing often from scratch and growing international B2B distribution and sales of prestigious brands (Dutailier glider rockers, Britax-Römer and Kiddy car seats/travel systems, iCandy travel systems, Prince Lionheart and Bumbo nursery products, TOMY nursery brands including Boon and Lamaze, Trunki ride-on suitcases and travel accessories) into various EMEA markets (including the UK) in a multi-channel distribution environment including distributors, national accounts, chains of shops, buying groups, independent and online nursery retailers. Daniel’s extensive experience and knowledge of the European Nursery market and of the local cultures will be a great asset to assist companies to strive in those markets. He is French and has worked and lived in different countries (France, Germany, Belgium and the U.K) and he speaks 6 foreign languages. He is extremely enthusiastic, dynamic, positive, sales driven and hands-on, and he enjoys working with people sharing the same passion for Business Development and having fun whilst doing it! To discuss the full range of services, please call Daniel on +44 (0)7964 546125 or email dkobryner@tiscali.co.uk

LinkedIn: www.linkedin.com/in/ danielkobryner/

KIDLY celebrates 5th birthday Online kids retailer KIDLY is celebrating half a decade of providing families with the best products for 0-5’s, all in one place. Marking this achievement, KIDLY has pledged to donate 5% of sales from its birthday week to Family Action’s Creating Happy Memories campaign, which inspires families to develop new skills and interests together to strengthen family bonds after the challenging last year. Alongside the charity donation, KIDLY will be oﬀering deals on six of their most-loved brands throughout the week, including Little Dutch, Liewood, KIDLY Label and Kids Depot. Customers can also enjoy giveaways and interactive social media games, all with the aim of creating an online party feel. 8

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Go green with Nuna for Child Safety Week This year, Child Safety Week (Monday 31st May to Sunday 6th June, 2021) will focus on the impact of the COVID-19 pandemic on parents and frontline practitioners working with families – offering a range of solutions to help keep children safe. Breathing in clean air is essential for a baby’s health, as their immune, neurological, and respiratory systems are constantly developing. With this in mind, Nuna now offers fourteen products with GREENGUARD GOLD certification – one of the world’s most rigorous chemical emission testing standards. This means that products such as the LEAF grow baby rocker, SENA aire travel cot and ARRA car seat – all give off low chemical emissions, helping to reduce indoor air pollution. Steven Smith, Brand Manager says, “At Nuna, we are continually striving to reduce our carbon footprint, lower our chemical emissions and create a healthier environment for children. We are proud that so many of our products are GREENGUARD GOLD certified and we are constantly considering new and innovative ways to keep up with our changing environment.” For further information visit www.nunababy.com

Samuel Johnston Baby, proud to partner with CLIC Sargent Samuel Johnston Baby is teaming up with ‘CLIC Sargent - Young Lives Vs Cancer’ to raise vital funds to help stop cancer destroying lives. CLIC Sargent provides families with advice, financial assistance, and free accommodation close to hospitals. They also ensure young people with a cancer diagnosis, get the right benefits and treatment as close to home as possible. Family-run business, Samuel Johnston Baby, donated toys to the charity last Christmas but they will now focus on helping CLIC Sargent raise funds throughout the year. And they will be taking part in a few challenging events as well! Pictured is Bella, Samuel Johnston’s mascot getting ready to fundraise

Adored Nursery Icon Celebrates 60 Years With a heritage spanning 6 decades, Sophie la girafe has become truly famous with families around the world and been trusted by millions of parents to sooth gums and bring joy to little ones and is now celebrating its 60 anniversary! Commenting on the upcoming milestone, Lorraine from 1 two KIDS, Sophie’s UK distributor said: “The super cute, some might say legendary, teething toy is truly adored by her fans. 100% natural and safe, it’s understandable the iconic toy has garnered a global following during the last 60 years. To mark the birthday, there will be celebrations around the world and this September we’ll be unveiling a limited-edition Sophie By Me design, as voted for by thousands of fans young and old.”

Advertorial BRITAX

Britax Römer, a safe place for growing dreams Britax Römer have launched the new generation KIDFIX i-SIZE which has been developed in partnership with leading car manufacturers, to give the ultimate car travel safety to your child. The KIDFIX i-SIZE can be used from 100 – 150 cm (approximately 3.5 – 12 years and has been designed and approved to the new i-Size standard, making it our safest KIDFIX* to date. Every feature on the seat has been developed with one thing in mind - maximum protection. The proven technologies of XP-PAD, SICT and SecureGuard, now combined with the redesigned seating area for optimum crash performance, offer all-round protection. ■

The safest KIDFIX to date*

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Developed in partnership with leading car manufacturers

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XP-PAD absorbs up to 30% energy in frontal impact*

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SICT reduces the side impact forces by up to 40%*

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SecureGuard reduces abdominal forces by up to 35%*

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The generously padded soft fabric covers and carefully placed air ventilation holes on the shell ensure child travels in comfort for longer.

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Helpful markings at the back of the headrest guide parents to find the right headrest height every single time when they change the seat between cars or transport multiple children in the same seat.

Here at Britax Römer we have been proudly keeping children safe and making innovative products since 1966, making all our products in our European manufacturing plants in Germany and England helping our retail partners grow their category with local support.

Interested in Britax Römer products? Talk to us today! Email: service.uk@britax.com | Tel: 01264 386034 nursery today

Advertorial BRITAX

Introducing Baby Safe iSense Britax Römer introduce the BABY SAFE iSENSE that is suitable for use from 40 – 83 cm (≈ 15 months | 13 kg) and is tested to the highest safety standard i-SIZE. The BABY SAFE iSENSE is equipped with three different sets of smart lights to simplify everyday life. The installation lights turn on automatically when needed and make it even easier to install the infant carrier on the base or a stroller. The safety lights provide visibility and sight when walking through poorly lit areas. And the interior ambient lights allow baby to see and to be seen. With the new-born insert and five-point harness baby is always safe and protected. ■

Smart Lighting inside the seat allows parent to see baby and for baby to see parent

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Plus, the Smart Lighting on the outside helps to see where parent is going and makes popping the seat into the car easier at night or in dimly lit areas

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New-born Insert gives extra support to small babies

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Five-point harness protects baby from all directions of impact

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lie-flat technology allowing comfort and safety for sleeping baby

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90-degree rotation when used with the FLEX BASE iSENSE makes placing the baby in and out of the seat easy

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Easy adjustable headrest and harness for growing baby

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Quick-remove cover for those messy spills

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Sun canopy which offers protection from the sun and wind in the car or on the pushchair

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Compatible with most pushchairs

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Available colours, Space Black, Frost Grey and Indigo Blue

www.britax-romer.co.uk * Britax Römer internal tests and simulations

nursery today

Interested in Britax Römer products? Talk to us today! Email: service.uk@britax.com Tel: 01264 386034

Every day starts with a SMILE with

Britax Römer

The new and improved award-winning SMILE III provides parent and baby the ultimate travel solution for comfort and safety. Quickly and easily change from pram, to car seat to pushchair with just a few clicks. The super slim frame of 57 cm and swivel front wheels make any journey with your baby a breeze. Whether you are popping to the shops, visiting the park or going for a picnic the extra-large shopping basket will carry everything you need.

Handle height? We have it covered. The adjustable comfort handle makes using pushing the SMILE III easy for everyone. Plus, the Flip Flop brake will fix both rear wheels for safe stopping as well as preventing your shoes from getting dirty or scuffed. ■

Central and front wheel suspension with swivel front wheels for a smooth journey in town, the countryside or anywhere in-between

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Extra-long backrest of 58 cm

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Extra-large hood offering UPF 50+ with ventilation window for improved air circulation on hot days

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Compact free-standing fold prevents fabrics from getting dirty

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Lie-flat backrest and footrest for when little on gets sleepy

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Reversible seat unit to allow the little one to look at parent or see the world

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Easy to use harness which can be adjusted with child in the seat

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Available colours, Space Black, Frost Grey, and Indigo Blue

Interested in Britax Römer products? Talk to us today! Email: service.uk@britax.com Tel: 01264 386034

nursery today

retail

BABY B

Left to right: Scarlett: Saturday sales consultant Karen: Founder/Owner Lorna: Full time sale consultant

New nursery store

opened their doors! This month Nursery Today questions Karen Bridle, owner of Baby B independent nursery store based in Widley, Hampshire to find out more about the bold decision to launch their first store during the Pandemic. Firstly, can you tell us a little We really pride about your store - what was ourselves on our the inspiration behind in-store opening your doors?

customer service here at Baby B. We love demonstrating our product range and oﬀering independent With Nursery being such an advice with a no emotive industry how pressure sale important is customer service to your business and ethos. I have always wanted to own my own baby store as I love this marketplace and with such a need on the south coast for a new baby store, since the loss of our local mothercare the timing felt perfect! So, when I was oﬀered premises situated close to the Hampshire - West Sussex border and with nearby motorway access and its own-store parking, I jumped at the chance to make my dream a reality and opened my independent baby store in June 2020.

how do you manage consumer expectations?

We really pride ourselves on our in-store customer service here at Baby B. We love demonstrating our product range and oﬀering independent advice with a no pressure sale ethos. We deal with all aspects of the sale to help 12

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exceed our customers expectations. From car seat fitting (IOSH trained staﬀ ), payment plans and after sales service as well as adding new lines and in-store promotions so there’s always something new in-store to see. We do love a chat with our customers in-store, but it is so much more than just a chat, we want to make sure they understand about car seat safety & physically check to see if a travel system will fit in their boot! We also sell within the bath, feeding, nursery and play categories, so there’s lots to see and lots to talk about! Every customer is diﬀerent and it’s so important to listen to their lifestyle and needs during their visit to make sure you can help them in their choice. It’s no good showing a big travel system to someone who lives in a top floor flat with no lift or a city stroller to someone who lives in the sticks and walks everywhere!

Do you ﬁnd your customers have done research online prior to visiting the store? Lots of customers do online research before visiting store and it’s amazing how quickly

they can change their minds about products once they can see them in the flesh. There’s nothing like trying and seeing baby products in person rather than just online.

Has the recent disruption to business with regard the pandemic - did this have any diverse effect on your business? We have probably been closed more than open during the recent lockdown! We had to adapt quickly and launched our website and increased our social media presence. We stayed in store for click & collect and even bought a van for local deliveries which helped keep our regular customers, as well as new ones, coming back and shopping local. The good news is that we made it through this first unexpectedly tough year. We are here to stay!

Since ﬁrst opening what has been your largest challenge (apart from the effects of the pandemic)? The biggest challenge we face is customer

reviews people have taken the time to write about their personal experiences in-store that day

Is there a particular product or product category that performs exceptionally well for you?

awareness. We often get people who come in and say they wish they knew we were here early in their pregnancy! Getting our name out there is something we are really working on to increase our footfall in-store.

And what would you say has been your biggest achievement? Our biggest achievement has to be the surprise accolade we received from iCandy as their ‘best new store’ after only four months of trading.

All our brands do well in-store. We feel we have a perfect mix of product brands large and small to suit all price ranges and lifestyles. We also have a lovely hand selected range of independent baby clothing brands too. Our customers love the fact that the baby clothes in our store aren’t available anywhere else locally.

How do you keep abreast of current consumer trends? We are constantly monitoring our customer trends. If a product isn’t selling well we upgrade it or remove it from our shop floor. We always strive to have the latest colours, styles and season in store for our customers to view.

Our biggest achievement has to be the surprise accolade we received from iCandy as their ‘best new store’ after only four months of trading. Do you operate online and if so, how does this compliment your business? I never wanted to be an online store as I love to meet & serve people face to face but with the shop closed more than it’s been open to the public we had to adapt & open an online store. It still amazes me when we receive online orders from places like Wales or Manchester! I wonder how did they know about our store, it’s crazy!

Do you offer the same products online as you do in-store? The majority of our in-store products are available online, however not all our pushchair range is, or our exclusive in-store promotions. We always price match our brands promotions so our customers never need worry about finding it cheaper with the larger retailer.

What about social media, are you active and also operate across these platforms? How important is this to you? Social media is so important today and is used by young and old alike. We update our social media often and adore our flat lay images on Instagram with a quick shop link to products or promotions. It’s also so lovely when you get home after a long day and see lovely online

Are your customers looking for products that offer a level of longevity? Our Customers appreciate the value and longevity of a product and we find that they are willing to spend a little more to get more. Our cot beds always sell better than our cots and travel systems that can be used as overnight sleepers or can become a double pushchair in the future are popular choices in-store with our customers.

What about price - do you feel your customers are looking at value compared to safety and function? I feel if you have gone through all the features and benefits of a product and they match the customers expectations then the price isn’t as important to them as it being the right choice for them.

Are you currently receiving adequate support from your suppliers, or is there more they could offer you? We have amazing brand reps who are so supportive of us and the way we work, it’s so lovely and I feel that I could count some of my reps now as my friends.

Finally, what’s your thoughts on trade shows? I love the way the industry has their trade conventions here and aboard to showcase new products and ranges. I cannot wait for these and was lucky to be a winner of a free nights accommodation in a trade competition this year as well! nursery today 13

Introducing

Bugaboo Bundles Bugaboo has bundled up all a growing family needs, so parents are ready to hit the road from day one. Making the complicated uncomplicated, parents can now choose from two bundle combinations fit for every discovery. Launching in May 2021, the ‘Ready to go’ and ‘Ready to go further’ bundles are available across the Bugaboo Cameleon 3 Plus, Lynx, and Fox 2 pushchairs – all parents need to do is decide which one is right for them.

How does it work? Once the customer has decided on their favourite Bugaboo all-terrain pushchair, they can then choose from either the ‘Ready to go’ bundle or the ‘Ready to go further’ bundle to complete their purchase. Retailers can also easily add the entire bundle to their basket with one click in the Bugaboo B2B portal for easy ordering.

Ready to go further bundle

Ready to go bundle The ‘Ready to go’ bundle means parents will be ready to go from day one with all the essentials. The bundle includes Bugaboo’s; raincover, Turtle Air by Nuna car seat (including car seat adaptors), changing bag, footmuff and cup holder – it’s everything they could need for all their family adventures. 14

nursery today

The ‘Ready to go further’ bundle includes Bugaboo’s; raincover, Turtle Air by Nuna car seat (including car seat adaptors), Isofi x wingbase, changing bag, footmuff and cup holder – the bundle is complete with everything the ‘Ready to go’ bundle offers, but with the additional simplicity and safety of the Turtle Air by Nuna Isofi x wingbase.

Cameleon 3 plus

Ready to go bundle: RRP £1025 Ready to go further bundle: RRP £1125 Save up to £132 Available in: Black/Black Black/Grey melange Alu/Black Alu/Grey melange

Fox 2

Ready to go bundle: RRP £1295 Ready to go further bundle: RRP £1395 Save up to £182 Available in: Black/Black Alu/Grey melange

Lynx

Ready to go bundle: RRP £1125 Ready to go further bundle: RRP £1225 Save up to £152 Available in: Black/Black Black/Grey melange Alu/Black

nursery today

Moa More than a highchair Modern families expect nursery products to be multifunctional and long-lasting, but to also be stylish enough to fit comfortably in their home. With over 35 years’ experience of answering parents’ needs, Maxi-Cosi have produced a best-selling range of elegant solutions for the home. Introducing the latest offering; Moa.

Moa is a truly transformative piece of functional furniture. It offers 8 different configurations designed to perfectly suit children’s needs over their first 5 years and provide a comfortable seat from which to eat, learn and grow. Moa can adapt from a highchair to a booster seat, low stool, toddler stool, then finally a handy desk and seat.

Highchair and booster suitable from approx. 6 months – 3.5 years or 15kg. Stool and desk suitable from 3.5 – 5 years.

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Neutral tones and natural wood effect for a chic aesthetic to suit any home. Stylish durable design that’s easy to assemble, with no screws or crevices.

Removable and adjustable dishwasher safe tray that’s quick to wipe clean

Water-repellent machine washable fabrics for when mealtimes get messy!

Adjustable footrest with three heights

Buckle in safely with a 5-point washable harness Durable anti-slip rubber feet

Lightweight, only 5.3kg

With an exceptional modular design and all accessories included, parents’ will love the durability and design of the stylish Moa. Discover the rest of the beautiful and functional home range from Maxi-Cosi, including the Minla Highchair, Kori Rocker, Cassia Swing, Iora Co-sleeper, and Iris and Swift Travel Cots. Delivering the same standards of safety and comfort as our car seats, inside the home.

Available May 2021 in Beyond Graphite, RRP £169. To find out more, call sales on 02082360707 or email UK-sales@doreleurope.com

maxi-cosi.co.uk

focus STROLLERS & PUSHCHAIRS Image featuring Libelle from Cybex

Coffee Break Nursery takes a break with Silver Cross’s Independent UK Sales Manager Phil Beck to find out what is currently pushing the strollers sector.

Simply strolling Strollers and compact folds are bought as a second pushchair, so is price, function and style as important?

reviously strollers were a clear category within the wheeled goods sector, however with the introduction of the compact folds the line between the definition and difference between these may have ‘blurred’ slightly. However, the underlining difference that potentially separates these is the price tag compact folds offer many key benefits, with many having the ability to be used also as a travel system with the included bonus of easy to store and transport, with strollers in the main being bought as a much cheaper option for when simply needing a quick and prehaps lower price when out and about. As strollers are often bought without the need for additional features, we asked Johnston Prams Marketing Manager, Donna McCollough what she felt consumers were currently seeking when looking at this type of product. “The consumer wants a light stroller. Often, they are bought for going on holiday so it is important that they are compact when they fold. Rocket by JANE meets these two key requirements and can be taken on a plane as carry-on luggage. The more discerning shopper will look at other features such as the comfort of the child and the quality and safety features of the product.” Joie’s Head of Product Development, Damon Marriot agrees and with the easing of current travel restrictions due to the pandemic, we could experience a rise in demand for strollers or compact folds. “With the prospect of more domestic holidays on the horizon, compact folds seem to have taken off again,” Said Damon. “Consumers are clearly thinking of space saving solutions but for some price still plays a huge part, as they

nursery today

have spent a lot on the primary pram.” With this in mind, we also asked Damon why price may be a driving factor when consumers are looking at purchasing a second pushchair? “Price does form a key part of the decision making for this category. This is why we still see a large number of sales in umbrella folds as they are able to offer a fairly compact fold at a keen price. That said, the compact category is growing for sure.” As strollers in particular are bought as a second pushchair purchase, how important is lie flat within the overall design? “Lie-flat is a nice extra feature as an older child will also benefit if he or she wants a nap.” Comments Donna, adding “And if the stroller is used from birth, lie-flat will be an important factor and this is highlighted on the JANE Rocket.” Brands clearly see the benefit of keeping a recline feature on strollers, with Damon stating: “All Joie prams and strollers are suitable from birth, so offer a great recline position – but we know that this is still important for older children who will also want a comfy snooze position, especially if they are out for the day or on holiday.” Nursery Today also asked Damon if this a category that is brand focussed or are second pushchairs or strollers bought as a impulse buy? “Brands still command a large portion of this sector. Consumers want that reassurance from an established and trusted brand – it gives them the confidence that they are getting quality and longevity from the product.” Nursery Today highlights a number of options across the following pages that are available to order now within this product category.

Strollers are a clear category within wheels, what features are consumers seeking? Consumers want something that’s quick and easy to use. Managing a toddler is difficult enough without having to deal with a complicated stroller as well. Lightweight and compact are important features too, and we’ve seen more and more consumers are looking for a product that’s easy to carry. The new Silver Cross Clic has an integrated shoulder strap, that pulls out from the seat when folded and lets you sling the stroller over your shoulder – simple! Are they looking at price as these are often bought as a second pushchair for when out and about? Price is always important, because let’s face it, who doesn’t love a bargain? But strollers are still an expression of the parents’ style. Silver Cross consumers won’t compromise on quality or getting the right look, at any cost. They’re still looking for a practical, everyday stroller, that looks special. As children who these are bought for are generally older, is lie flat within these as important? Lie-flat seats are important as even toddlers enjoy naps on-the-go. The Silver Cross stroller range features lie-flat seats as we want to offer the best in baby comfort. Even if a stroller is suitable from birth, a lot of parents will avoid using it with their newborn. The Silver Cross Reflex and Jet are car seat compatible to allow parents to use their stroller with their infant carrier – perfect for trips out with a newborn, when a full travel system isn’t practical. Are these researched online prior to purchase? With any product they’re choosing for their baby, consumers want to be sure they’re making the right choice. Although they may not spend as much time researching their stroller as they have done on their travel system or car seat, consumers will still look for the right features, style and price. Reviews are also crucial, and we often see parents coming to us already knowing exactly what they want.

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focus STROLLERS & PUSHCHAIRS

For families on the move A recent addition to the Maxi-Cosi family is the ultra-compact and lightweight pushchair, Lara².

Ride in style!

The ‘SOHO’ compact stroller has classic can style. designs from Camo print to a Moroc

perfect for mums that are always on the These lightweight, compact strollers are r easy 1-handed fold, you can put the Soho go. Weighing just 6.2kg, and with a supe . up, fold it down, and carry it with ease leg rest, lockable and swivelling single Fully equipped with padded adjustable l and super compact fold, the ‘SOHO’ trave front wheels, a handy shopping basket for ct perfe , boot the in e spac h muc up stroller is ideal for trips out and won’t take parents on the go.

Ideal for urban families who are always on the move and need that extra bit of space and convenience, parents can easily take their little ones with them wherever they go. Lara² is suitable from birth to approximately 4 years old (22kg) and weighs just 6.3kg. It has a shoulder strap allowing it to be carried easily and also boasts an easy one-hand flash fold, meaning it can be opened or collapsed with minimal effort. Not only does it feature three recline positions with lie flat for relaxing naps on the move, it also has two storage baskets so parents will always have everything to hand. Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

sales@uk-dorel.com www.maxi-cosi.co.uk

hello@mybabiie.com

Fantastic selection Whether out for a stroll or busy day out, Red Kite’s great choice of buggies, strollers, joggers, travel systems and twin options make light work of anything. The Push Me Metro is a lightweight tri-wheel stroller with a sleek, sporty design perfect for city and countryside alike. Suitable from birth, featuring a deep and wide padded seat and padded bumper bar. Babies and toddlers will ride in comfort and style with the adjustable leg rest, padded five-point safety harness and stroller hood with viewing panel. The Push Me Metro can easily fold down compactly and flat with the simple folding mechanism making it easy to use when out and about. Also included is a super under seat deep shopping basket plus a full-size rain cover preparing for whatever the day throws at you. The Red Kite Push Me 2U is a great two position stroller available in a choice of colour options that is modern, practical, and stylish. It features a deep padded seat for slightly older babies and toddlers, and it is suitable from 6 months. Great for holidays and light travel as it is so easy to use and fold away. A detachable hood and additional rain cover make this stroller suitable for all weather conditions whilst the shopping basket allows for extra storage whilst you are out and about.

01454 326 555 | sales@redkitebaby.com 26

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Push Me 2U

Push Me Metro

DESIGNED FOR SPORT

4-IN-1

MULTI

SPORT

COMING TO THE UK IN JUNE CYBEX-ONLINE.COM/SPORT

focus STROLLERS & PUSHCHAIRS

New shade for Doona

Some things are worth the wait.

The newest shade of Doona has arrived, ‘Desert Green’ will be available next month! With Doona you can get your little one out of the car and transform to a stroller in less than five seconds without waking them. Safe, simple, and compact - this Car Seat and Stroller allows you to easily navigate the stairs and streets of the city or hop in a taxi without the need for adapters or separate chassis.

0161 702 5062 sales@cuddleco.co.uk www.cuddleco.co.uk

Making every stroll a breeze The nitro from Joie is a handy travel mate that keeps mum and mini strolling with ease. The lightweight chassis and compact umbrella fold make every stroll a breeze – there’s even a convenient carry handle to make this one less load to lug. The soft-grip handles, SoftTouch harness and plush covers make this as comfortable to use as it is to sit in, while the multi-position, flat reclining seat and UPF 40+ sun canopy give tired out travellers a place snooze on those bust adventures.

uksales@joiebaby.com 01889 808 900

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All in a clic Silver Cross has unveiled a brand-new stroller, Clic, while at the same time giving its best-selling lightweight pushchairs a great new look. With a quick one-hand, one-second fold and standout style, Clic is the must-have new stroller for busy parents on the go. Clic joins the brand’s Reflex, Pop and Zest strollers, which have launched in new colours and fabrics, as well as the award-winning Jet. Combining ultimate performance and functionality with the best in style and comfort, the Silver Cross stroller collection offers parents unrivalled choice, so they’ll always find the perfect pushchair whatever their lifestyle.

info@silvercrossbaby.com www.silvercrossbaby.com

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focus STROLLERS & PUSHCHAIRS

Compact and convenient New lux design for Cybex Eezy S Twist + 2. Cybex has introduced a new Lux version of the Eezy S Twist + 2, now available in a stunning, silver frame with a smart leather-look handle bar and bumper bar inlay. The Eezy S Twist + 2 Lux is the perfect city stroller or travel companion and can be used as a parent-facing and front-facing stroller from birth up until four years (approx. 22kg) in the forward-facing position. Thanks to the clever 360 twist, parents can easily turn the seat to position their little one out into the big world or towards them, using just one hand. Compact and convenient for travelling, the stroller’s seat unit can be used in the full lie-flat position from birth without the addition of a newborn pack, ensuring baby is always comfortable on the go, even when falling asleep. Use the Eezy S Twist as a 4-in-1 travel system with the COT S, COCOON S or one of CYBEX’s award-winning car seats including the CLOUD Z i-Size, making the stroller super convenient for parents travelling on short journeys or using it in the city. The stroller can also be easily folded with one hand and its adjustable leg rest means more room for baby too. Featuring all-wheel suspension and big all terrain wheels, the stroller provides a smooth ride on all surfaces from city streets to country paths. The Eezy S Twist + 2 Lux is available from May 2021, exclusive to independent retailers.

www.cybex-online.com

Scandinavian brand Noordi gets right to the heart of sustainability Sustainability means much more than simply claiming that a product is ‘green’. Scandi brand Noordi, a family company celebrating nearly 25 years of producing high quality strollers, is preparing a series of carefully curated videos, story books and other creative assets that will ‘break down’ what sustainability means to them and how they are putting it at the core of all product development. They believe that sustainable products should last. The quality needs to be there. Noordi constantly evolves, embracing subtle design changes and taking onboard feedback from customers and retailers. With over 300 local employees, Noordi puts back into its local community and is keen to tell the real story about how their prams are carefully created. They will showcase crafts men and women using materials from their home, Northern European, all chosen for their green credentials and safety features. The Noordi brand is reshaping its story to educate future parents about sustainability and inspire them to reconnect with nature. The new Noordi storyline will be revealed in September.

For more on the brand contact sales@johnstonprams.co.uk

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Reach the summit with Baby Jogger Baby Jogger launches their new Summit X3 jogging stroller The Baby Jogger Summit X3 is the ultimate all-terrain jogging pushchair, equipped with air-filled rubber tyres, all-wheel suspension and new fashions with reflective accents so parents can get up, get out and get jogging. The signature one-hand fold, remote front-wheel lock and handoperated deceleration brake provide parents with ultimate convenience. The multi-position seat recline and UV 50+ canopy help ensure maximum comfort for baby while the peek-a-boo windows allow parents to keep an eye on your child. Contact Christopher Grech-Cini for more information on the below email address.

Grech-Cini@newellco.com

Now in stock

Stylo Class Pink Shimmer

01692 408801

sales#bebecar.co.uk

www.bebecar.co.uk

Via+ Black & Gold

Via+ Cheetah

Stylo Class Grey Shimmer

Stylo Class Gold Weave

Focus CYBEX

Cybex launches

biggest UK store at Glasgow Pram Centre Cybex, the global baby brand renowned for its luxurious pushchairs, car seats, and baby carriers, has launched an exclusive new retail space at the Glasgow Pram Centre.

lasgow Pram Centre recently invested heavily in their entire store and invited key brands to customise areas of their showroom. Cybex was keen to explore a larger area of this key UK retailer and therefore discussions took place to convert an underutilised spares and repairs warehouse into a stunning retail space. The Cybex six figure refurbishment investment has created a new look space that has been designed as a retail destination, where parents and young families can experience the Cybex brand. With a floor space of nearly 200 sq. metres, Cybex’s stunning new side by side shop took six weeks to complete and has completely transformed the area. Showcasing Cybex’s Platinum and Gold collections, the dedicated space incorporates multiple areas highlighting the stylish strollers, innovative car seats, home ranges and latest beautifully crafted fashion designs. With relaxing

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The newly renovated space also provides the perfect backdrop to showcase Cybex’s collaborations with designers and celebrities.

consultation areas and expert advice on hand from in store consultants, new parents will have the opportunity to try out the products, deciding on the best fit for their lifestyle. Loved by celebrities and fashionconscious parents, Cybex pushchairs are both practical and stylish, combining luxury with convenient functionality, whilst its award-winning car seats are renowned for their innovative technology and safety. Parents can be reassured that their little ones will be safe and secure whilst travelling, thanks to the specialist car seat fitting centre which was launched after store owners Keith and Nadia Stark identified a gap in the market. The Cybex car seat range includes infant car seats, toddler seats and the latest in impact shield technology, providing superior protection and comfort at each stage of a child’s development. With families often purchasing two or three

seats for parents and grandparents, making the right car seat purchase is an important decision. At Glasgow Pram Centre, parents can have a safety consultation which includes parking their car right outside the store and trying the seats out for themselves. The newly renovated space also provides the perfect backdrop to showcase Cybex’s collaborations with designers and celebrities. The stunning displays include the Wings design from world-famous, Moschino creative director, Jeremy Scott and the beautifully designed Jewels of Nature and Spring Blossom collections. And arriving very soon, the newly launched collection with Grammy award-winning multi-platinum artist, DJ Khaled, emblazoned with his famous “We The Best” logo. Parents can also try out the latest pushchairs and strollers launched by Cybex including the Priam, Mios and the Gazelle S, its first mono to sibling

pushchair, which grows with the family and offers 20 different configurations for parents on the go. The new Lux version of the Eezy S Twist + 2 which can be used as a parent facing or front facing stroller thanks to its clever 360° twist and the Libelle compact city stroller are also now available at the Glasgow Pram Centre. Commenting on the launch, Luke Burns, UK GM at Cybex said: “We’re thrilled to have launched our largest Cybex space at Glasgow Pram Centre, strengthening our long-standing relationship with the store. It’s an important time for retail as stores have now reopened since lockdown and a wise investment for our brand to have this dedicated high street presence. “Choosing your first travel system or car seat is a big decision and our commitment to the store will enable new parents to try

out our products for themselves, making the right decision for their little ones.” “We’ve had a very positive reaction to our partnership and with news of a lockdown baby boom on the horizon, we’re looking forward to a successful year ahead with Keith, Nadia and the team.” Showcasing the biggest nursery display in the UK and attracting customers from all over Scotland, the Glasgow Pram Centre has undergone a complete transformation during lockdown. From its humble beginnings in the Barras Market 45 years ago, the family run business has grown significantly to become a destination store, attracting consumers from as far afield as Birmingham. Addressing the challenge of lockdown head on, owners Keith and Nadia Stark have used the store’s closure to their advantage, preparing themselves for more positive times ahead on the high street. Keith Stark, Managing Director at Glasgow Pram Centre adds: “It’s been a tough year for the high street and for many retailers. Fortunately, we were able to rely on our e-commerce business during lockdown whilst making use of the store being closed to completely refurbish the space. “We’re really proud to bring our exciting new offering to Scotland and beyond. We had more than 1,000 pre-booked appointments before we even opened on the 5th of April and we haven’t looked back since. “Cybex is a forward thinking, innovative company, they do things differently from other nursery brands and this inspired us to work more closely with them. It’s clear that the Cybex brand is a leader in car safety

Nothing beats the in-store experience when choosing nursery goods and it’s been so rewarding to see our customers’ reaction to our refurbished store and the Cybex space. It’s fantastic to see our team busy delivering one to one consultations and product demonstrations once again. Keith Stark, Glasgow Pram Centre

and they have quickly become the brand to watch for wheeled goods too. It was an obvious decision for us to partner with this aspirational brand, whose ethos perfectly matches ours.”

For further information about Glasgow Pram Centre go to: www.pramcentre.co.uk For further information about Cybex contact your sales representative or go to: www.cybex-online.com nursery today 29

focus STROLLERS & PUSHCHAIRS

Lightweight and compact The pact from Joie is your new best friend when travelling with a little one. Weighing in at just 6kg, the pact is suitable from birth right up to 15kg. With a fully flat recline, it gives tired travellers the perfect place to grab a quick snooze, and it’s also compatible with the gemm, i-Gemm and i-Level infant carriers. Living up to its name, the pact, packs down to almost half of its size in a matter of seconds with a swift, one handed motion making it an ideal option for families on the go or to leave at the grand-parent’s house.

uksales@joiebaby.com 01889 808 900

One hand fold Jane Rocket 2 – probably the most compact stroller of 2021 The Jane Rocket 2 – is the ultra-light stroller you can fold with just one hand. From birth to 22 kg, Rocket is agile and super compact and it complies with carry-on hand luggage size stipulated by most airlines. Its lightweight aluminium chassis (6.4 kg) is a joy! It has a large 12-litre basket, hood with built in sun visor, faux leather handle and protector, adjustable backrest and footrest, a linked footbrake and suspension. It has a Pro-Fix anchor system so JANE baby carriers can be attached using adaptors.

sales@johnstonpram.co.uk

Cybex launch revolutionary multisport stroller Introducing the revolutionary, award-winning Zeno, a 4-in-1 running, cycling and cross-country skiing, multisport stroller. The Zeno is designed with active parents in mind, allowing them to exercise with family and friends whilst taking their little ones along for the ride. Suitable from six months to approximately four years (22kg), the Zeno features innovative ‘hands free’ technology, for a natural running experience, or the conventional ‘push’ mode with 20” rear wheels and suspension. Convert the Zeno into a bike trailer for road trips or even enjoy a cross-country ski trail in the crisp, winter snow. The Cybex Zeno is available in five stunning colourways from the 1st June 2021.

www.cybex-online.com 30

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Focus CYBEX

ABC Design

making travel easy Ping provides parents with a lightweight, one hand fold, lie-flat buggy that is suitable for everyday use or those long awaited holidays. No job is too big. The Ping really is the perfect travel companion when out with your little one. No more juggling and struggling when boarding public transport, simply fold with one hand and place the carry strap over your shoulder. What’s more, Ping is super easy to store once aboard due to the small compact size and practical carry bag. ABC Design’s aim is to help reduce the stress of travel with little one. The Ping is air cabin approved for when we can finally take to the skies once more to heading abroad to holiday destinations. When arriving at your destination the handy lie-flat seat unit is perfect for those evening strolls out as a family, keeping baby or toddler comfortable at all times. Suitable up to 15kg. Available in two different colours and with a vast array of accessories from cup holders to changing bag fixings, all your needs are met with the Ping. Other features include a UPF 50 extendable hood, removable bumper bar, multi-level reclining back rest,

five point harness with extra baby loops to ensure a snug fit, rain cover, carry bag, adjustable leg rest, generous shopping basket. The list goes on and on.

Design | asphalt

ABC Design’s product range doesn’t stop there, they have something to suit individual needs. If you are looking to add a true twin pram with full sized carrycots and seat units to your shop floor, then the award winning Zoom is perfect and has been a favourite in this area for over 14 years. Alternatively you might like to take a look at ABC Design’s travel system - The Salsa 4. This pram is suitable from birth to 22kg and comes with an optional i-Size Tulip car seat, with new 2022 colours arriving in October. If you would like a show stopper on display then the Migno may be the smallest of prams but it certainly starts more conversations than any other. The dolls pram of all dolls prams, a sell out last year, suitable from 3 to 7 years.

For more information, please contact: uk@abc-design.de or visit abc-design.com Design | rosegold nursery today

focus STROLLERS & PUSHCHAIRS

Total eclipse The new striking Eclipse collection is a stylish and practical pushchair for growing families. Whilst bubba is safely cosied up, their big brother or sister can hop on board the built-in Ickle Bubba Board and enjoy the ride! Paired with a stylish matching changing bag and footmuff, the Eclipse is also available in three bundles so parents can choose the best option for them! Even more, both travel system bundles come with isofix base included! The Eclipse also comes with all those thoughtful design details that will support you as a new parent, making your journeys that little bit easier – including telescopic handle, extendable UPF 50+ hood and puncture-proof, high grip tyres for multi-terrain use.

Contact the below for more details:

North Ian Hewitt Email: ian.hewitt@icklebubba.com | Tel: 07960 402663 South Keith Belch Email: keith.belch@icklebubba.com | Tel: 07967 813852

Perfectly compact with Bebecar 01692 408801| sales@bebecar.co.uk www.bebecar.co.uk

The Spot+ is a lightweight, umbrella-folding pushchair. The Spot+ from Bebecar includes a chassis, pushchair seat with hood and bumper bar, and raincover. The lie-flat seat is suitable from birth, and the hood is extendable, height adjustable and offers excellent UPF50+ sun protection. It features adjustable two position rear suspension for a smooth and comfortable ride as your baby grows. The closed handle makes the pushchair easy to steer with one hand, and is designed to umbrella-fold. The pushchair is compact when folded, even with the hood and bumper bar attached. The Spot+ pushchair is available now in 2 Actual fabrics (Panther and Platinum Grey).

Hauck Swift X choose your style! The new Hauck Swift X is the perfect city stroller for use at home, or on those long awaited trips away. With UPF 50+ sun canopies, this mini stroller keeps little one protected wherever you are. The SWIFT X design can be adapted to suit your mood and style, with 12 trendy hood designs available as additional options. With the one handed autofold system, cabin suitable size when folded, the Swift X delivers style and convenience to you at all times. The seat had a lie flat position ensuring the perfect spot for daytime naps while out and about.

www.hauckuk.com 32

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BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines. CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABYWERELD N O R WAY B A B Y, H O B B Y & L E K E T ØY POLAND BRANŻA DZIECIĘCA RU S S I A PA R E N T S ’ C H O I C E S PA I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

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BC M I President Tanja Kraemer tel.: +49 (0)9 5 1 861 1 1 9 , bc mi@ba byc a rema ga zi nes.com www.ba byc a rema ga zi nes.com

25.05.2019 20:20

nursery matters JOHN BARKER Image source: pexels.com

Barking Mad This month Pramland’s John Barker takes time to reflect on the previous month since being able to open their doors and what’s currently hitting the spot in-store with their customers.

nd breathe. . . . . .well that was a crazy first month wasn’t it? After another Lockdown we are all finally open for business again and I hope everyone’s tills have been ringing. The first month has flown by, aided by back to back appointments the days pass so quickly, one moment you’re opening the doors and in the blink of an eye it’s time to go home. Last month I told you all how I was a little negative about re-opening, after three months of “doing my own thing” the thought of having customers back in the store was playing on my mind. What was to look forward to? Customers are variable, the thing we need but we don’t want after all. Asking stupid questions – Check. Being generally annoying – Check. Inviting every family member plus neighbours, work colleagues and randomers they pass in the street to “help” them pram shop – Check. I gritted my teeth and entered the Thunderdome. . . .it wasn’t bad at all and within an hour or so it felt like we’d never been closed. Another concern I had over reopening was the supply change and how demand may affect already faltering delivery periods. I need not have worried, so far everything has gone swimmingly and I don’t think 34

nursery today

we’ve encountered any issues. We’ve continued to see slightly longer than usual deliveries from our EU brands but this is to be expected given the new import procedures. It may just be us but we have noticed a decline in home items such as furniture and “next to me” cribs. Customers seem to have been happy to wait to pick their wheels but many have already purchased furniture and other home items online. As the month has gone by and we have taken care of customers closer to their due dates we are finding that we are once again selling these items. It can’t be a coincidence that our average customers due date is no longer six or eight weeks away but now three or four months away. Appointments have been the order of the day since the reopening and they continue to be as we end our first month. We are seeing a continued demand for appointments for Friday, Saturday and Sunday but week days are starting to fill up less. I have put this down to a number of factors: Firstly, many people have now returned to work and weekday appointments aren’t possible for them. Secondly, many customers want to shop

Another concern I had over re-opening was the supply chan ge and how demand may affect already faltering delivery peri ods. I need not have worried, so far everything has gone swimmingly and I don’t think we’ve encountered any issues.

john@pramland.co.uk

together, with their co parent to be, which means this will limit their choice of days. For me the weekends are key and we will continue to operate as appointment only for the foreseeable. It helps with staffing and forecasting and makes perfect sense. Weekdays however will be run as a combination of appointment and walk ins as this gives us the flexibility to ensure we remain busy whilst ensuring those that require our help get it. Since our re-opening we have seen some very good numbers across all our brands but I thought I’d mention a few things that seem to be doing really well: Joolz – The Joolz May Promo of 10% off plus a free bag has been very popular. Yes it’s strange to run such a promo at a time when it’s a sellers market but hold the door. . . .Joolz are footing the bill here so your margin isn’t affected. It gives customers a feeling of urgency as the promo is timed and it makes Joolz stand out on the shop floor with what is a very sizeable saving. Well done Joolz! Babab!ng – The 2021 Raffi has been going great guns here at Pramland. The changes that they have made to the product are popular with the customers but the

option to buy in to money saving travel bundles is the key. In a market flooded with travel bundles at all prices the Babab!ng offers a VERY high quality product, complete with all the accessories the customer wants at a price point no one else is hitting. During Lockdown the lads worked tirelessly to install some awesome new stands in our stores and they have worked a treat, eye catching and very different to the usual whites and greys. Awesome work Babab!ng bros! Bugaboo – The launch of the Bugaboo travel bundles has probably been the biggest shift in bundle sales we’ve seen since the reopening. Bugaboo’s bundles offer a HUGE saving to the customer and puts the amazing Fox 2 and all new Lynx in reach of more people than ever. The misconception that Bugaboo’s are expensive has been dwindling over the past few years as other brands and products prices have increased to almost Bugaboo levels. The fact that now you can offer an all in one bundle at such a good price is a real testament to how hard everyone at Bugaboo has been working. Well done Bugaboo! Egg 2 – The Egg range (Yes! I

Appointments have been the order of the day since the re-opening and they continue to be as we end our first month managed to avoid an obvious “Free” range pun!) has been popular for many years but the Egg 2 seems to have elevated the Egg to the next level. Customers have been loving the improvements but most of all the fabric choices this year are very strong. Out are the somewhat limiting shenanigans of snake effects and metallic handles and in comes refined elegance. The palette may be subtler but this just means it appeals to a wider audience. I’ll be the first to say Egg sales for us over the years have been good but not to a level we’d like. The Egg 2 is finally letting us get the numbers we are happier with. Thanks BabyStyle! Max-Cosi – I need to mention a few products here, firstly the Mica. Launching last year the Mica fast became the go to 0/1 rotating seat. With the promotional price we’ve all

been benefiting from selling the Mica has never been easier. It’s a staff and customer favourite and thanks to the margin support from Dorel we even make money off it too! In addition to the Mica I must also acknowledge the brilliant Marble – especially now it’s on promo at a ridiculously good £199. It’s a very nice seat offering parents a lie flat, all in one box solution. It allows you to build a very affordable travel bundle from most prams and when you couple it with the Mica parents are set for four years and have the use of the infant carrier back for a second child. Finally I need to mention the 360 family, we’ve been asking for this for so long and it’s finally here. A fantastic system and a real alternative to the Cybex range, fingers crossed this hits the mark with all your customers too.

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Consumer insights:

FANFINDERS

Why building pre-purchase

brand loyalty works FanFinders’ CCO Adam Gillett discusses why for brands and retailers in the baby sector, acquiring customers way before the purchase point and at the right life stage means better cost-eﬃciency and longer-term value.

he ‘pre-customer acquisition’ space isn’t new, but it has gathered more momentum during the pandemic. That’s because more and more businesses are looking to intercept people prior to them becoming a customer, add them to their database and then own the relationship from beginning to end using the likes of email programmes, discount codes and relevant product information at key buying points. So they can market to them and build up their sales as early in the parenting journey as is relevant to their brand.

Why are they doing this? Well that’s because the reality is every single digital marketing funnel is the same basic shape, with the wider point at the top where customers first hear about you and then the narrowest point at the bottom where they buy from you. And it’s in this funnel that we find an inverse relationship between scale and cost appearing for brands currently using the likes of Facebook and Google for acquisition, which we covered back in the February issue. If a company is going on Facebook and spending £20 per new customer acquired, they’re gauging success by the

end point of the funnel and what the process costs ‘ cost per customer’ or ‘CPA’. Meanwhile, from Facebook’s perspective, it’s what are they charging ‘per 1000 views’, which is the awareness stage right at the top of the funnel. The gist is that as you scale, metrics such as cost per customer and cost per lead get more expensive. Soon, this dropdown spreads into the entire funnel and everything falls out of sync. All of a sudden, you’re relying on lifetime value and repeat purchases to keep you profitable.

“

build sign-up pathways that let our partners communicate with parents at the right time to then convert them into loyal customers. The reason this is so important in the baby market is because of the short lifetime value. The first point for connecting with parents to drive sales is around 6-7 months into pregnancy, when they start thinking about pushchairs, car seats, hospital bags and other essential nursery items. Or, if you’re a baby food company

By inserting yourself into life stages correctly and before these purchase points, brands can communicate to build loyalty and goodwill, using helpful communication that isn’t pushing sales and establish brand equity with their future customer base.

“

Image Source pexels.com

Pre-purchase loyalty in the baby market We aim to insert brands in the midpoint of the funnel by creating the awareness but only charging based on a mid-funnel conversion metric like ‘cost per lead’ or ‘cost per email address’. We

for example, it’s before children go through weaning at around 4 months. By inserting yourself into life stages correctly and before these purchase points, brands can communicate to build loyalty and goodwill, using helpful communication that isn’t pushing sales and establish brand equity with their future customer base.

Parents make purchasing decisions early. For nappy/diaper companies, parents want them in their hospital bag. For baby-specific retailers, they want to be talking to them before 22 weeks about what pushchair and car seat they want before their baby arrives. Communicating as early as possible and getting this relevant data is where we specialise.

The real value of targeted marketing In the baby market specifically, what you’re looking for as a brand is to connect with people and this targeting is probably more important than in any other sector. The reason:

for most brands, the window is only from that pre-pregnancy stage through to around 2/3 years old. Any loyalty you build up through the stages where parents need your products can extend through to when they have more choices available. If you’re interrupting people in those later life stages for the first time, then you’ve already missed out on a certain amount of purchase value. Short-term thinking, just looking for the instant sale or what you need right ‘now’, will mean not getting past the smaller picture. Focusing a program around how fast you can get new customers will

eventually mean a constant uphill battle against scale and not owning your own customer relationships up until the point of purchase. Instead, you should begin building brand awareness and loyalty way before a parent is anywhere near needing your product. Otherwise, you might miss out on a crucial 3 months and because babies grow so fast, that’s up to 25% of the lifetime value of that customer gone. If you can acquire people into a funnel that is about targeting with

specific products, tailored messaging and email campaigns for specific life stages, everything can interconnect and it becomes one big picture. This is how you influence the first purchase, take control of the cycle and own the entire journey. FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. Download their free 21 insights report at fanfinders.com/insights.

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. The ‘21 Insights’ report will be available soon to download at fanfinders.com/insights.

For more information on FanFinders and the consumer insight they can offer, call: 0203 808 3011 or visit www.fanfinders.com

The Baby Yoga Play Mat BOND PLAY BREATHE A soft and comfy mat ideal for Play, Baby Yoga and Baby Massage. Includes removeable faux leather shoulder strap

Also available in pink and blue For further info Contact:

orla@shnuggle.co.uk

nursery today

Interview Angelcare

Talking

tech

Nursery Today talks tech with Angelcare UK’s CEO, Julie Ebrey. How is technology playing a role in nursery products?

Technology is encroaching in every aspect of our day to day lives. Our children are faced with it every day in all that they do. They will never remember a time without it and nursery products are no different in this.

By adding a tech aspect does this give parents a stronger level of peace of mind?

Not necessarily, sometimes this just provides just one more aspect of childcare to become anxious about or over complicate things. We believe what gives the consumer a true sense of support from a particular product is faith in the brand and that their technical know-how offers features that really make a difference to the parenting situation. With us, that’s primarily the movement sensor pad.

Do you feel that tech is being added to some nursery products as a gimmick rather than a solid purpose?

There is a degree of that. Some people will always want something because its ‘new’ but it’s not necessarily adding a benefit to parenting. Although we have been selling Angelcare monitors across the globe

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We have been selling Angelcare monitors across the globe for well over 20 years, we have ensured they have stayed up to date with the current technologies available while focusing on our key product features.

for well over 20 years, we have ensured they have stayed up to date with the current technologies available while focusing on our key product features. It is important for us to remain loyal to our brand heritage since that’s what we are known for and we have a loyal consumer and retail following because of our consistency. Some technology can be so complicated that it can overwhelm parents at a really sensitive time in their journey. Some products that are difficult to set up, or that have other parts that need to be used in conjunction, can add to parental anxiety. Parents just want something they can rely on and set up with the flick of a button. Because of this we have really concentrated on ensuring our monitors are easy to set up with clear instructions.

Are Apps playing a stronger role within nursery products? For sure, especially around the areas of monitoring. It’s great having your phone with the ability to manage your home or nursery but there is always the underlying fear of hackers, or the wifi or phone signal going down. We’ve steered away from apps because of this. Our monitors use digital technology with a choice of 19 channels to ensure they don’t conflict with anyone nearby.

Does this type of enhancement also appeal to dads? Dad’s love tech; what more can we say, however Mums prefer to know that the product works and gives them the reassurance they want. They want the product to be stylish and fit in the with décor too.

Are we experiencing a greater level of innovation when we look at products that also have enhanced features?

Innovation is the essence of product development, but we have to be mindful that we don’t undermine the skills of parenting. We believe that no product should be used as alternative to getting to know your baby and your baby’s cues. Fundamentally the relationship between parent and child is so strong that a good product only serves to embellish and support that relationship rather than replace it.

How do you convey features and use to your retailers for demonstration of product?

We love the idea of interactive videos to show how our products perform in real settings. This allows the consumer to understand fully the features of the product when they are making their purchasing decisions.

Monitoring movement Angelcare Baby Movement Monitors, all of the tech, none of the fuss The Angelcare range of Baby Movement Monitors provide a simple, smart and secure way of caring for your new life from a trusted brand with over 20 years’ experience in creating the best baby products. Easy to set up, once the movement sensor pad is installed under the mattress, the precise design means the alarm only sounds if no

movement is detected after 20 seconds. There’s nothing to attach to baby to disturb their sleep and as it doesn’t use the wi-fi network, the signal will always be secure and reliable even if the wi-fi isn’t. No complicated readings or unnecessary information overload, just an easy to use baby movement monitor.

www.angelcarebaby.com

For secure bedtimes,

we keep life simple Baby Movement Monitors with Video and Sound

For millions of babies worldwide Angelcare have been supporting parents with our award-winning, tried and tested products for over 20 years. The original movement monitor in Europe, we’re still a firm favourite with parents and retailers today

Features:

Tracks Movements

Non-Contact

Constantly monitors baby, alarm only sounds if there have been no movements for 20 seconds

The wireless Movement Sensor pad is placed safely under the mattress, nothing touches baby or disturbs their sleep

Smart Design

Simple To Install & Use

No need for wifi or the internet, tracks baby safely and securely

No fuss to set up, easy and intuitive to use

Simple. Smart. Secure. angelcarebaby.com

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focus

INSIGHTS FAMILY

Mums the key purchaser of toys Nick Richardson

CEO - The Insights Family Nick is the Founder and CEO of The Insights Family. Our purpose is to provide kids, parents, and families with a voice to shape their world. The Insights Family are the global leader in kids, parents, and families market intelligence and have become the business-critical tool for some of the world’s biggest brands. Nick himself has become a go-toexpert, who is a regular speaker at industry events across the US, Europe, and Asia-Pacific, with the business operating its Kids Insights and Parents Insights services across 17 countries. Nick is a Manchester Metropolitan and University of Bolton graduate, and has previously worked in senior marketing and strategy roles for companies such as Exxon Mobil, Hilton Hotels and PennWell. Nick returned to Manchester in 2017 to setup The Insights Family. Nick lives in South Manchester with his wife, one daughter and two dogs. He is a keen tennis player, United fan, and a frustrated racing driver. He is a proud Mancunian and hopes one day to drive around the world.

About Insights Family The Insights Family has been totally refreshed for 2021 and now surveys parents of children between the ages of 1 and 16 in 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, UK and US). The Insights Family will now survey more than 2,600 parents every week totalling more than 130,000 per year, providing real-time data on the attitudes, behaviour and consumption patterns. Our realtime portal is continually updated to allow our clients to spot the latest trends before their competitors do. For more information on The Insights Family, and to download their Future Forecast report visit www.parentsinsights.com/ futureforecast or call 0330 159 6631. 40

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The Insights Family survey 6,970 children aged 3-18 and 3,400 parents every week across 17 countries, equivalent to more than 362,100 kids and 176,800 parents a year.

he Millennial generation was born between the mid1980s and mid-1990s, which means they are now aged between their late 20s and late 30s. However, we are now entering a period where Gen Z are beginning parenthood - including those born in the year 2000. The attitudes, behaviours, and consumptions of parents are therefore different from their predecessors and constantly changing. For example, our Toys & Games Report 2020 shows that globally, as more mothers enter the workforce, the lack of parental time requires products/services for children that can fill this gap. Since they are more likely to command higher incomes, working families are in a better position to afford more expensive/better quality toys. Our Parents Insights data highlights that parents spend up to £23 on toys & games monthly in the UK. Within this bracket, 82.8% of purchases are made by women. Generally, they spend £30.94 on gifts and presents for kids. Birth rates have been falling around the world - not only in more affluent countries, but also in several developing economies for a number of years, as women wait longer before having children. They often postpone childbirth, in favour of building a career, study or simply enjoying their freedom. The latest World Bank figures put the global fertility rate at 2.43 down from 3.24 in 1990. The replacement rate - which a population exactly replaces itself from one generation to the next, without migration – is 2.1 for most countries. Out of all countries studied, only India passes that crucial threshold. Fertility rates were extremely low in Italy and Spain, at 1.3 which, again, late motherhood could well mean more spend per child. Our data also shows that 18.4% of UK parents spend between £50 and £99 on toys and games in any given month. Women make 72.6% of these purchases.

https://try.theinsightsfamily.com/nurserytoday

What this means to you…

Generally speaking, Mums are more likely to purchase licensed products than dads. The exception to this is for computer games – over twice as many dads (19%) than mums (9%) have purchased games related to favourite characters. 10% of women try to buy something that will entertain the whole family with the hope to play together in their free time. 13% of mothers invest money in toys only if they have some educational value, and 8% usually buy toys which will help develop problem solving skills. Fathers choose toys for more practical reasons – 15% base their purchase decisions on quality of product, 13.4% on value for money and 12% buy toys which can be used time and time again. Brands should keep it in mind and pay attention to the nuances and differences between marketing to mums versus dads. In the UK, 44% of parents are additionally saying their kids are highly influential with toy purchases. At the same time, children also influence major purchasing decisions such as new cars, household items,

and devices. Some kids have become the Chief Technology Officers of their own homes. As they spend more time online, they continue to use a range of digital platforms, that are frequently used for purchases. This shows how in an everchanging landscape, brands need to understand which digital platforms their audiences and consumers are using. Therefore, The Insights Family team of researchers, data scientists, and developers have created the latest version of our platform, Portal 4.0, which will open more possibilities for brands. The new tools will enable brands to understand the attitudes, behaviours, and consumption patterns of kids, parents, and families. Inside Portal 4.0 will be new data from Parents Insights, from surveying 176,800 parents of kids between the age of 1 and 16 in 17 countries. To learn more about the attitudes, behaviour, and consumption patterns of kids, parents, and families, and to get freemium access to The Insights Family® real-time data portal, please visit: www. try.theinsightsfamily.com/nurserytoday

RETAIL MATTERS

Retail matters

This month online4baby’s Managing Director, Christy Foster takes a look at stock and spiralling shipping costs.

hit levels that I have not seen here to start this before. Importing goods from month… with China has hit an all-time high as some nice container rates reach levels of weather, a glass of $12,000 to ship a 40ft container, fizz in the beer garden and after and that is if you can get the space. long awaited trips to the Needless to say, our purchasing hairdressers, everyone at team is feeling the pressure this online4baby looks human again! I month and the outlook is that this celebrated the easing of lockdown is going to last until at least June with a trip to Chester zoo with the family. It was great to see the kids having fun and enjoying the outdoors in Prices are definitely a different setting. I found going to have to increase myself watching all the and pass to consumer. mums go by, looking at It’s a crucial time to be what brand of prams they savvy about what we are had, what colours and buying, how much stock trends are key and got some we are holding and inspiration from seeing reassessing prices people out and about. Back in the office, its before we see any kind of reprieve. not such a relaxing time, and It becomes a question of who current situations do not seem to has stock in the country and is it be getting any easier. As we came the right stock? Can retailers and out of Chinese New Year and suppliers afford to bring in the started the relaxing of lockdown, stock at these exorbitant costs, and we thought it would somewhat ease the pressures on shipping and if they can…can they even get a booking slot, or do you choose to the rising cost of goods. However, ship through Europe and risk a we now find ourselves in a 2-week backlog with customs? situation where rising costs have

“

Add to that manufacturing and component costs and it is a perfect storm that is near impossible to gauge. Prices are definitely going to have to increase and pass to consumer. It’s a crucial time to be savvy about what we are buying, how much stock we are holding and reassessing prices. Brands are revaluating price lists and ranges and putting new product development on the back burner as they wait for the market to settle. In all my years in the industry, I have never been in a situation like this. A lot of businesses could get in a real mess if decisions are not made with careful thought and consideration for what the future landscape looks like. It is a worrying time in an industry that was already struggling. At Online4Baby we are taking a cautious approach. We are not holding back on our ambitions for this years’ growth, but we are making carefully considered

purchases, reassessing our ranges constantly and keeping a close eye on pricing. We are fortunate to have a good stock backing of over £7million which will enable us to offer our customer good products and availability over the coming months. The level of service we offer to customers and our knowledge and expertise that we can share with them is at the forefront of our business in these unsettled times. Customers are looking for retailers that they can trust. They want to have a shopping experience with retailers that can make that exciting time for them as easy and stress free as possible. Moving into the summer, I think we are all looking forward to further lockdown easing and the prospect of meeting up inside with friends and family as well as some longawaited holidays. Let’s get those summer strollers on the shelves and look forward to some sunshine.

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focus SOFT BEDSIDE TOYS CRIBS

Adding activity to soft sensory toys Beautiful new additions to Rainbow Designs nursery collections for 2021 are the fun, fabric Unfold and Discover Activity Toys.

Available in our Peter Rabbit, Guess How Much I Love You, Classic Winnie the Pooh, Paddington for Baby, The Very Hung ry Caterpillar and Elmer collections, these Unfold and Discover Activi ty Toys feature multiple textures, crinkles and activities including a baby-safe mirror and teether. These beautiful developmental toys are perfect for encouraging tummy time, aiding sensory play and helping to develop early motor skills.

01329 227300 | www.rainbowdesigns.co.uk

Always and forever

Feeling Plush Soft toys are a great in-store category as these are not only bought by parents, but are great as gifting solutions and can drive additional footfall in store or visitors to websites.

Chimes, crinkles, rattles and squeaks!

Fancy a bit of a break from being the star of the show? Red Kite’s fabulous Play Time range features a whole host of helpers and friends to entertain little one.

baby will love the Red Kite’s Spiraloo’s are suitable from birth and characters with soft fabrics with colourful designs and friendly s, and squeaks rattle es, stimulating features that chimes, crinkl in home. sides cot and seats car and are great for strollers, or car seat, er stroll their in baby with t abou and When out cute these with joy then why not bring along some fun and

clip-on toys. res Bunny The Peppermint trail range of clip-on toys featu modern With Comforter, Teether toys, books and comforters. lates trans story this cters, prints and an array of cheerful chara g varyin toys ty activi g earin hardw to gh throu perfectly from toys nt. opme in features all encouraging and aiding baby devel

01454 326 555 | www.redkitebaby.co.uk

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In Rainbow Designs’ Gold Anniversary year, The Home of Classic Characters is excited to introduce a beautiful new Disney Classic Pooh Always and Forever Collection.

In a milestone year for Winnie the Pooh when the much-loved bear celebrates his 95th anniversary, this exquisite new Always and Forever collection of baby toys features truly special soft toys, a comfort blanket and a ring rattle. Exquisitely created from high quality fabrics and featuring a bespoke and contemporary print, this collection makes beautiful heirloom gifts that are steeped in heritage and can be treasured for years to come.

01329 227300 | www.rainbowdesigns.co.uk

Classic signature

01329 227300 | www.rainbowdesig

ns.co.uk

No nursery would be complete witho ut Peter Rabbit and the stunning Peter Rabbit Signa ture Collection from Rainbow Designs The Signature Collection features a beau tiful range of ‘Forever’ heirloom toys, created to be shared across generations. This adorable collection that features two of the most traditional and much-loved children’s literacy characters Peter Rabbit and Flopsy Bunny, evokes nostalgia in parents and gift buyers to share happy memories and traditional values of their own childhood.

Super soft and lots of fun Introducing the giant sitting teddy bear from Childhome, little animal lovers will be amazed when they see these cuddly toys! Super soft and fun, these giant sitting teddy bears make a beautiful feature in any nursery. Available in two sizes: 100cm or 76cm, parents can choose which one will work in their house, a playful atmosphere is guaranteed with these gentle giants!

0161 702 5062 | sales@cuddleco.co.uk www.cuddleco.co.uk

CELEBRATING

1971 - 2021

Celebrating

years of the Home of Classic Characters nursery today

supplier snapshot Nursery Today spoke to a number of the industry’s finest to find out what type of support they are offering now that nursery stores have opened their doors.

Fiona Sufﬁeld

COUNTRY MANAGER UK AND IRELAND, ABC DESIGN Retailers are now open and greeting customers, do you have any specific POS that might assist them? We are introducing a brand new ABC Design look which is sure to catch customers eyes and is already proving a huge success in our other countries. Are you offering anything online via way of information that your retailers should be aware of? I am always very active in supporting retailers and there is always a place for me to create socials to promote them. I also offer lives on their socials, taking over for one hour and showing their customers what we have.

Debbie Wakeﬁeld MARKETING MANAGER, DOREL JUVENILE, UK AND IRELAND

Retailers are now open and greeting customers, do you have any specific POS that might assist them? We have not created any specific POS for the re-opening of our retailers; however, we do have some new POS that has gone into stores for the launch of the exciting new Maxi-Cosi 360 Family. We also have new displays to showcase the full collection which will be installed and revealed over the coming months. This is a huge launch for the brand, so our aim is to make our POS as impactful as possible and give lots of visibility of the new range.

Do you have a section on your website that highlights stockists and if so, how should retailers contact you to ensure they are included? We have a full retailer section on our website and customers can search in full or by area. If a retailer needs their details adding they contact me personally at fionaS@abc-design.de Are you currently making bookings to visit retailers in-store? I was back on the road last week and it was so lovely to meet retailers again, and what a warm welcome I got. My diary is fully open and appointments can be made by email fionaS@abc-design.de or call 07809 476763 With shop doors now open, do you envisage any supply issues on the horizon? I think the increased lead-times on products as UK customs is still very busy. Hopefully this will clear up in the coming weeks as we all adapt. We have already considered the future of supplying and have plans we are working on. We have also partnered with another retailer to make easy access to our products for all stores. My priority is to minimise holdups.

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Do you have a section on your website that highlights stockists and if so, how should retailers contact you to ensure they are included? We certainly do. There is a stockist list on each of our brand websites to enable consumers to find their local retailer to view, experience and purchase our products. Should a store find that they are not included, and they would like to be then they can contact their sales representative who will be happy to make sure that they are added. Are you currently making bookings to visit retailers in-store? Yes, the sales team are out on the road and have already visited a lot of our retailers. They also have a diary full of bookings with their accounts in the coming months to catch up with others following the national lockdown. They are certainly enjoying being back in stores. We are also pleased to be back to training in person. Obviously, our sales and brand coaches have been conducting all of their training online during lockdown, but nothing quite measures up to that face-to-face interaction. www.maxi-cosi.co.uk | uk-sales@doreleurope.com

Chris Armstrong SALES DIRECTOR, CUDDLECO

Retailers are now open and greeting customers, do you have any specific POS that might assist them?

Christopher Grech-Cini

SALES MANAGER, BABY JOGGER

With an ever-expanding team at CuddleCo, we have two well-respected Account Managers visiting customers to introduce our exciting ranges and provide training. To support this further we have completely refurbished our 170 sqm Manchester showroom and look forward to inviting retailers to review our range in its entirety.

Retailers are now open and greeting customers, do you have any specific POS that might assist them? We have a range of ‘free of charge’ display stands available, so if any retailer fancies a spring clean for their doors re-opening, please get in touch.

Are you offering anything online via way of information that your retailers should be aware of?

Yes, we have just launched an exciting new product on our website. The new Summit X3 jogging stroller. Most indies should have already received their product information pack and should check their inbox’s.

Ensuring consumers have the best experience of our brands when visiting retailer sites, our Digital team constantly update our Retailer Dropbox Kit, consisting of the latest images, copy and videos – including tutorials on correct usage and installation of Doona. The Doona website is a great resource of information for safety test results and features to further enhance your knowledge of this unique product. Do you have a section on your website that highlights stockists and if so, how should retailers contact you to ensure they are included? Importantly we need to drive consumers to stores, so are creating stockist locators on our CuddleCo website. To maximise the store experience once there, we are investing in shop floor POS, working with retailers to ensure it is as space-efficient and informative as possible. With shop doors now open, do you envisage any supply issues on the horizon? The last thing we want to do, once a consumer has made the decision to purchase, is let them down with out-of-stocks, so we aim to keep our 24,000 sqm warehouse stocked with all your favourite products. To get in contact with the team at CuddleCo email: sales@cuddleco.co.uk or telephone 0161 702 5062.

Donna McCullough

Are you offering anything online via way of information that your retailers should be aware of?

Do you have a section on your website that highlights stockists and if so, how should retailers contact you to ensure they are included? Stockists are included on our website and can be found here: www. babyjogger.eu/uk-local-retailers if any retailer isn’t listed please email: Christopher.grech-cini@newellco.com Are you currently making bookings to visit retailers in-store? Company policies were restricting employees travel until now for safety reasons, but we were happy to give retailers the time they need for their consumers who are returning to store. From May we will be back on the road and are looking forward to seeing our friends again! Any retailer that is keen for an appointment, please get in touch; Christopher.Grech-Cini@newellco.com or Lauren.Beach@newellco.com With shop doors now open, do you envisage any supply issues on the horizon? No, we believe we prepared ourselves well and have enough stock to see us through the rest of the year!

Johnston Prams new award-winning sustainable solid wood, Cocoon range

MARKETING MANAGER, JOHNSTON PRAMS

Retailers are now open and greeting customers, do you have any specific POS that might assist them? We offer in-store display systems for Noordi with beautiful Norwegian backdrops and large swatch books. We have also sent out branded Noordi facemasks to our retailers and hope they find theses useful when they are serving customers. Are you offering anything online via way of information that your retailers should be aware of? We have emailed information packs to all our customers (and some potential new ones!) with updated ranges, prices lists, offers, brochures etc. We are happy to answer queries on: sales@johnstonpram.co.uk Do you have a section on your website that highlights stockists and if so, how should retailers contact you to ensure they are included? We do have a list on our site. Again, please contact us if you wish to be added. Are you currently making bookings to visit retailers in-store? Our agents are making bookings and visiting stores! Right Now! They are so happy to get out on the road again. If you have not heard from anyone, please give us a shout.

With shop doors now open, do you envisage any supply issues on the horizon? A number of distributors, our selves included, have noticed freight increases and delays on containers coming in from China. As Noordi comes in from Northern Europe we are lucky that this has not been an issue with this brand. We are well stocked up with JANE, Concord, BeCool, Noordi and the Cocoon Furniture range and offer drop ship. For more information, please contact: sales@johnstonprams.co.uk

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supplier snapshot Damon Marriott HEAD OF PRODUCT DEVELOPMENT, JOIE

Retailers are now open and greeting customers, do you have any specific POS that might assist them? With its bright Mango logo, the Joie brand is always pretty eye catching – but we have created some fantastic totems and stands to draw customers in to the products. Are you offering anything online via way of information that your retailers should be aware of? Our website has a really comprehensive bank of information on each product but we do also offer an online fit guide for our car seats to help our consumers work out which seat is best for their vehicle. This helps take away some of the confusion we know people can experience when trying to decide on the right seat. Do you have a section on your website that highlights stockists and if so, how should retailers contact you to ensure they are included? Each product on our website has a Shop Now button that shows you where that product is in stock, as well as link to redirect you to that site. We also have a section of the website that shows you all of our stockists along with their contact details and its easy for consumers to refine this according to their postcode. If any of our retailers need to change their details, they can give us a call and we will be able to sort this out for them very quickly. Are you currently making bookings to visit retailers in-store? Our team of expert sales trainers will be back out on the road in May, so we are there to support any of our retailers that feel they need a refresher or showcasing of new products. With shop doors now open, do you envisage any supply issues on the horizon? No, we have purposefully ensured good stocks levels, with a view to keeping retailers well stocked, as well as offering continued support for the independent sector that will also be reopening their doors to the public www,joiebaby.com

Phil Beck

UK INDEPENDENT SALES MANAGER SILVER CROSS

Retailers are now open and greeting customers, do you have any specific POS that might assist them? It’s great to have our retailers back open, so to celebrate we ran a fantastic in-store competition giving five shoppers the chance to win back the cost of their Silver Cross pram bundle. In line with our new stroller launch – including the new-look Pop pushchair – we also installed window displays in all parts of the UK encouraging shoppers to “Pop back and see us”. In addition, we sent out “Take me home today” roundels to promote the sale of stock products. Are you offering anything online via way of information that your retailers should be aware of? We’re currently in the process of launching a brand new training portal which will include lots of information on our products, along with images, videos and quiz questions!! Do you have a section on your website that highlights stockists and if so, how should retailers contact you to ensure they are included? Yes we have a store finder on our website giving contact details for all our UK independents. If anyone isn’t included, they should contact their area manager or speak to head office. We also promote the store finder on some of our social media content. Are you currently making bookings to visit retailers in-store? We can’t wait to get out and see all of our retailers, but we’re also conscious some stores are operating on an appointment only basis. If there’s an opportunity to visit retailers in-store then we are, but we’re also still arranging digital meetings. With shop doors now open, do you envisage any supply issues on the horizon? No – we’re fortunate to be in a very healthy stock situation across the board, but of course continue to monitor any potential issues in the future. www.silvercrossbaby.com

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