retail BABYLAND CHELTENHAM
Babyland Cheltenham
celebrating 120 years of retail Nursery Today caught up with Owner Andrew Williams and the team at Babyland Cheltenham as they hit a great milestone as they celebrate 120 years since first opening their store doors. Congratulations on your 120th anniversary. This is such a great milestone to reach as an independent retailer, what do you feel has been an ingredient for your success? Thank you very much, we don’t think there is just one ingredient for success but having amazing staff members that know the products inside and out, as well as great customer service is definitely a big factor. We are also the only pram shop in the area with a wide choice of products on display and returning family customers from different generations helps too.
Since first opening in 1904 has the business always been located in Cheltenham and how have you expanded over time? We have always been in Cheltenham and the Williams family have always owned it, having started with a very small shop doing bike repairs and sales. We used to have separate business premises; the Williams family have always done everything with wheels, from bicycles, Fiat and Volvo cars and motorbikes, a toy shop and eventually adding baby goods and nursery items in 1963. Thirty-four years ago Williams Cycles and Babyland moved into their current premises in Albion St and we hope to continue to be here for many years to come.
Originally founded by the Williams family, is Babyland Cheltenham still a family run business? Who is currently at the ‘helm’ successfully steering the business into the next decade of trading or do you feel this is a team effort? We are still a family-owned business with the 4th
Over the past 5 years we have found that social media has had more of an impact on what people would like or want in a pushchair. Being an old school bricks and mortar store has its perks and downfalls but the process of buying a pram hasn’t changed. Generation now taking over the helm and driving it forward. We have always been slightly old-school when it comes to how we do things, but with a new generation of Williams in charge, we’re updating the shop and systems to keep everything fresh.
What do you feel has been the largest challenge the business has had to overcome over the years, and of course, what has been your largest success/achievement? We think, especially since the time we have been in
business, wars, recessions, depression, in and out of the EU, COVID and a multitude of things have been hard for every retailer around the UK and the world. However, being a local family run company with a good business mind we have been able to adapt and change quicker than some others. Throughout the years, we have kept going and continued on through thick and thin. We wouldn’t say we have one big achievement but being open for this long and still going strong is definitely a great achievement in our eyes.
Over time, nursery brands have introduced many new products meeting safety standards and keeping up with trends and innovation. Can you share examples of significant innovations or products introduced by nursery brands you stock that you feel have altered the landscape when we look at nursery products? There have certainly been hundreds of innovations over the years on baby safety items, travel, accessories etc. We think there are many brands that have led the way forward and brought new products to the market especially for the comfort and safety of newborns and to make life a little easier for the parents. However for us the single-to-double prams were a huge innovation, with iCandy doing the Apple to Pear double which was a massive seller for us, and Maxi-Cosi doing the Axiss car seat, being one of the first 90 degree swivel seats, and now recently the new electric Cybex E-Priam which everyone we show it to seems in awe about. We also have grandparents as returning customers who originally purchased 30-40 years ago from us and are now nursery today
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13/05/2024 15:18