Spotlight Breast Pumps
Image courtesy Haakaa
Pumping
profit Breast pumps have become an essential tool for breastfeeding mothers, offering flexibility, comfort, and freedom in their feeding journey.
Whether returning to work, managing supply, or simply sharing feeding duties, more mums are turning to pumps to support their breastfeeding goals. This growing reliance has fuelled demand for a variety of pump options, from manual models ideal for occasional use, to powerful electric versions suited for daily routines. Electric pumps, with their speed and efficiency, remain a popular choice, especially among working mothers. Meanwhile, manual pumps are praised for their simplicity, affordability, and quiet operation. However, the real gamechanger in recent years is the rise of wearable breast pumps. Discreet, hands-free, and designed for multitasking, wearable pumps fit seamlessly into busy lifestyles and parents are taking notice. For nursery retailers, this trend represents a valuable opportunity. Stocking a diverse range of breast pumps, including the increasingly sought-after wearable options, allows stores to meet the needs of today’s parents while positioning themselves as trusted experts in early parenting essentials. Whether in-store or online, showcasing pumps alongside accessories like milk storage bags, nursing bras, and sterilising kits can also boost add-on sales. As awareness around breastfeeding support grows, so too does the expectation for convenience and innovation. Retailers who respond to this shift by offering well-curated, informative breast pump selections are more likely to build customer loyalty and stand out in the competitive nursery market. Have you updated your product range to meet this growing demand?
COFFEE BREAK
Nursery Today caught up with Fraupow’s MD Sunita Boyes to gain her insight into the wearable pump sector. Wearable breast pumps have become increasingly popular in recent years — how has this category grown in the UK, and what level of awareness are you seeing among new and expectant parents?
The wearable breast pump market has exploded into the UK over the past five years. This is due to the availability of new technologies, increasingly busy parenting lifestyles, and a move toward convenience-led parenting products. At Fraupow we’ve seen that new and expectant parents are looking for products that give them flexibility and freedom without compromising on efficiency. Brand awareness is growing rapidly, particularly among millennials and Gen Z parents who discover the brand through our social media and our retail listings, and who resonate with Fraupow being woman-owned, supportive and ‘human’. Whereas wearable pumps initially launched as an expensive luxury, brands like Fraupow have created affordable options that have become must-haves for those looking for discreet and convenient ways to express milk whilst doing all the other things they need to do.
Your brand is known for innovation — what recent developments have you introduced to improve the experience for breastfeeding parents, particularly in terms of comfort, discretion, and usability?
At Fraupow, innovation is guided by the real experiences of breastfeeding parents. Our new Viva Pro Pump offers all the features of our award-winning original Wearable Pump, plus additional new technologies designed for convenience. Infrared technology monitors milk flow and responds to prevent overspill, so that Mums can set it and forget it! The Voice Assist feature is great for those pumping in the dark and offers accessibility for visually impaired users. This is wrapped up in a compact design that fits discreetly into the bra, with a motor that is whisper quiet but is our most powerful yet! Every improvement is about making life simpler and more comfortable for parents, so they can focus on bonding with their baby - not fiddling with equipment.
Breastfeeding can be a complex and emotional journey. How do wearable pumps support parents practically and emotionally, especially when navigating busy lifestyles or returning to work?
Breastfeeding should come naturally - but it isn’t always easy. Fraupow’s range of pumps give parents control and flexibility over how and where they express. This is empowering during a challenging time for new Mums. Whether she is juggling a colicky baby, enjoying a busy schedule of baby classes, returning to work or just trying to find a moment to herself, a wearable pump allows Mum to express milk discreetly whenever and wherever they want.
Technology is a major differentiator in this category. How is your brand leveraging smart features like app integration, customisable settings, and battery efficiency to enhance the user experience?
Anytime, anywhere! The original Haakaa Silicone Pump (Gen. 1) is the world’s first one-piece silicone breast pump. The perfect compact size for expressing and catching let-down anytime, anywhere! The Haakaa Silicone Breast Pump is made of a soft and comfortable 100% food-grade silicone and its BPA, PVC and phthalate-free. Their silicone pumps express breast milk using the power of natural suction that provides an easy, eco-friendly and effective pumping experience! The one-piece design with no joints, cracks or edges for bacteria to harbour and easy to use and clean.
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Technology should simplify, not complicate, a parent’s life. That’s why Fraupow’s new Viva Pro Pump is designed with features that enhance usability and convenience. Our wearable pumps offer multiple suction levels and massage modes that users can easily adjust based on what feels right for them. We’ve increased battery life to ensure it lasts through multiple sessions without recharging, and infrared technology monitors milk flow and responds to prevent overspill, so that Mums can set it and forget it! The Voice Assist feature is great for those pumping in the dark and offers accessibility for visually impaired users.
For nursery retailers, what are the key benefits of stocking wearable breast pumps in-store or online, and how can they position these products to meet the evolving needs of today’s parents? Stocking wearable breast pumps gives nursery retailers a valuable opportunity to meet the growing demand for modern, parent-friendly solutions. Today’s parents are looking for products that fit seamlessly into their lives, and wearable pumps tick all the boxes for convenience, design, and innovation. For retailers, they’re a highimpact product that drives both interest and loyalty. We recommend positioning them as part of a broader feeding system including milk storage, breast pads, compatible bottles and alternative pumps - not just a technical tool. Educating staff and customers on how wearable pumps can ease the return to work or support mental wellbeing can make all the difference in-store or online.
nursery today
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14/05/2025 16:08