RETAIL MATTERS
Retail
matters This month The Nursery Store’s Christy Foster is proud to announce that through their continual hard work, they have been shortlisted for a coveted Which? Award.
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t The Nursery Store, we’ve always believed that doing the right thing by customers will take you further than any flashy marketing. That belief makes moments like this even more meaningful: we’ve been shortlisted for Retailer of the Year at the 2025 Which? Awards, one of the most trusted accolades in UK retail. Which? doesn’t accept nominations or entries; it’s all merit-based, shaped by consumer insight and independent analysis. To be recognised alongside high street heavyweights like John Lewis, AO and Richer Sounds is a truly proud moment, especially when I think back to the early days of selling prams from a market stall. The shortlist reflects the dedication of our entire team, from our buying team, who work tirelessly to source items families can trust, to our customer service and warehouse teams, who make sure we deliver on our promises every single day. The Retailer of the Year criteria spans value, service, quality and reliability – and we’ve worked hard to raise the bar across all four. Win or lose, it’s a huge moment for The Nursery Store. While award season is exciting, spring and early summer are a vital moment in the nursery calendar – and this year, the timing of Easter and the run of good weather have combined to drive strong momentum across outdoor categories. Our outdoor toy mix has seen a real uplift, with customers flocking to products that get their little ones moving, exploring and playing outside. We’re seeing two clear priorities among our customer base: value – particularly
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important in the face of ongoing financial uncertainty – and a demand for contemporary styling. Bright colours continue to perform, but we’re increasingly seeing a move toward more muted tones – whites, greys and natural shades – that reflect wider interior design trends. It’s a shift that suggests today’s parents are looking for playthings that complement, not clash with, their home environments. That same mindset is also showing up in our nursery furniture category. The slew of bank holidays around this time of year always sparks a wave of decorating and DIY – whether it’s first-time parents preparing a nursery, or families refreshing a space as their child grows. We’ve seen a real appetite for furniture that’s stylish, space-savvy and built to last. As we already look ahead to our spring/summer 2026 range, we’re adjusting our buys accordingly. We’ll be investing more heavily in styles that blend playfulness with design sensibility, without compromising on price point. Of course, product trends only tell part of the story. What’s been especially powerful in recent months is the insight we’ve gained from Trustpilot – where we now enjoy one of the most active and engaged customer profiles in our sector. Unlike structured surveys or focus groups, Trustpilot offers spontaneous, real-world feedback at scale. Whether it’s praise for our customer services team or a specific comment about a pram’s under-seat storage, the level of detail parents offer in their reviews is gold dust for us. It’s also a reminder that true customer-
Christy Foster, Managing Director
The shortlist reflects the dedication of our entire team, from our buying team, who work tirelessly to source items families can trust, to our customer service and warehouse teams, who make sure we deliver on our promises every single day. The Retailer of the Year criteria spans value, service, quality and reliability – and we’ve worked hard to raise the bar across all four. Win or lose, it’s a huge moment for The Nursery Store. centricity doesn’t stop at a sale – it’s in how you handle problems, how you respond to feedback, and how you show up for families every day. We’ve been working hard to close the loop on that feedback, whether through product improvements, website tweaks, or customer comms. Our teams monitor reviews daily, and we’ve built processes around not just solving problems but spotting opportunities, because the best ideas often start with a parent saying, “I wish…” And for other retailers reading this: don’t underestimate what your customers are willing to share. The insight is there, but it’s only valuable if you listen. From being shortlisted by Which? to planning our product strategy for 2026,
it’s a busy and energising time at The Nursery Store. But whether we’re thinking two years ahead or responding to a review posted this morning, the same principle guides us: listen to families, act with care, and never stop improving. That’s how we’ve grown from a stall to a store – and how we’ll keep growing from here.
nursery today
The Nursery Storre.indd 1
14/05/2025 16:03