This month Pramland’s John Barker writes his article after travelling to events across Yorkshire and further abroad. Here he gives his overview of not only recent trips, but also how the industry is currently performing for independent retailers.
32 Retail Matters
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.
Introducing the new Oyster4 Stroller o ering style, adaptability and functionality.
editor’s letter
Welcome to the May issue where we highlight a variety of products covering Strollers (Page 14), Tech (page 25), Plush (page 34) and Breast Pumps & Accessories (page 38).
Strollers, as part of the wheeled goods category, continue to show strength for many retailers and are a staple product both in-store and online. Today modern strollers have seen significant innovation focused on ease of use and include features such as one-hand folding systems, automatic locks, and self-standing folds, which are proving valuable for parents or caregivers who might be juggling bags, phones, or another child. Advances in wheel technology, such as puncture-proof tyres, swivelling front wheels, and improved suspension make today’s strollers far smoother to push, even over uneven
terrain. Nursery Today had the pleasure to catching up with 123ABC, ebebek and Snuggle & Stroll to gain their thoughts on this sector with ebebek’s Global Buyer Rasim Tamer Guzey telling Nursery Today that for them their customer’s main priority when making their purchasing decision is weight, foldability, and portability.
“With more families living in compact homes or frequently on the move, parents are actively seeking lightweight, easy-to-fold models that fit in small car boots, can be carried with one hand, or even taken on planes as cabin luggage.” Said Rasim. “These features are now key decision drivers alongside safety and comfort.”
Compactness has become a defining feature with brands offering full-featured strollers that fold down small enough to fit in aeroplane overhead bins or car boots, without sacrificing comfort or storage space.
You can find our Stroller feature starting on page 14 where you will find a host of strollers which are all available to order now! You can also check out our Cover Star this month over on page 10 where you will find BabyStyle’s new Gravity4 Stroller, offering style, adaptability and functionality.
While on the subject of BabyStyle, their Managing Director Andy Crane is teeing up for a remarkable challenge in support of Children With Cancer UK.
On 22nd June 2025 Andy will be taking part in the “100 Holes Challenge” – playing 100 holes of golf in a single day to raise funds for the charity, an incredibly important cause. Any donations, large or small, would be greatly appreciated and will go directly towards helping children and families affected by cancer.
You can support Andy’s fundraising efforts by visiting www.justgiving. com/page/andy-crane-2
Our regular contributors this month also bring you articles of interest with Pramland’s John Barker (Barking Mad page 12) giving his overview of not only recent trips, but also how the industry is currently performing for independent retailers, while over on page 32 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.
On a final note, baby product brands seeking to meet department store buyers and independent retailers from around the UK and Europe too should check out the UK’s ONLY trade show for the baby products sector – Harrogate International Nursery Fair.
The show, which takes place in Harrogate from 12th to 14th October 2025, has been attracting key industry players for multiple decades, providing a one-stop-shop for anyone seeking the latest innovations for the under-five age group.
Adrian Sneyd, show organiser, stated: “For retailers seeking products
for the baby and toddler market, Harrogate is the place to be with major pushchair and car seat brands attending as well as numerous well-known brands selling everything from feeding and weaning equipment, sleep accessories, nursery furniture and toys. In fact, everything that a baby could need in its first few years of life. In recent years, the show has also been attracting numerous European brands from countries such a Denmark, Germany, Norway and Poland making the array of products on offer more diverse than ever.”
For more information about exhibiting at Harrogate International Nursery Fair, or to register to visit the show as a buyer, visit www.nurseryfair.com
Check out our Stroller feature starting on page 14 where you will find a host of strollers which are all available to order now!
Silver Cross Wins Two Red Dot Awards
Nursery brand Silver Cross is celebrating a major achievement in the 2025 Red Dot awards.
The brand secured two coveted Red Dot awards for Product Design, affirming its commitment to innovative product development and design excellence.
The international jury gave Red Dot awards to the new Silver Cross Glide Plus 360 lie-flat infant carrier and Approach Plus 360 birthto-toddler car seat, recognising a new standard in award-winning car seat design.
Launching this May, the two best-in-class, 360° spin reclining car seats offer unrivalled safety and comfort for stress-free travel. www.silvercrossbaby.com
MORI acquires KIDLY
MORI, the award-winning baby and children’s clothing brand, is excited to announce its first acquisition, KIDLY, a respected name in the UK children’s retail space. This strategic acquisition brings together two trailblazers in the baby and kids D2C space as well as marking a significant milestone in MORI’s vision to become one of the best-loved baby and children’s clothing brands globally.
“KIDLY built something special with its brand and customer community,” said Akin Onal, Founder and CEO of MORI. “Their commitment to beautifully-designed, functional products and their strong connection with parents of preschoolers makes them a natural fit for MORI’s next chapter. We’re proud to protect that legacy and fold it into MORI’s long-term mission to support families through quality, sustainable products.”
This acquisition enables MORI to extend its reach into the preschool category, offering MORI’s signature softness and quality to a wider age group. Starting with Spring/Summer 2025, customers will be able to shop the rebranded KIDLY by MORI exclusively at babymori.com. This move will bring the best of both worlds into one seamless customer experience.
“This is an incredibly exciting chapter for MORI,” Onal continued. “Bringing together two strong family brands gives us the opportunity to supercharge our growth – first online in the UK, then in the US, and swiftly through physical retail and wholesale channels. We’re especially excited about the cross-sell potential between our audiences.”
Favourite brands return to Harrogate
Harrogate International Nursery Fair, which takes place at the Harrogate Convention Centre from 12th to 14th October 2025, is delighted to confirm the return of two favourite names – the luxury Silver Cross brand and Sweet Dreamers with its cute Ewan range.
The show also confirms new exhibitors including Nora Baby with a range of car seats, Membantu with a collection of sleep time products, and Petit Wagon with its family-sized Beetle Wagon.
Buyers will be able to also enjoy catching up with what’s new from all the A to Z of Harrogate big name staples from Allison Baby to Zoo Family, which is being showcased for the first time by Haus Distribution returning to the show with a total of six brands and a selection of fabulous products under the brands Little Dutch, Wildride, Zoo Family, Mr Maria, Bon Ton Toys and Miniland.
Adrian Sneyd, show organiser, comments: “It is great to have so many new and returning brands already signed up for the October show. Nursery retailers attend from all over the UK as well as further afield seeking the latest new baby products, so it is great to know that they are guaranteed to find a selection of fresh inspirations alongside their core purchases.”
There is still space available for companies wishing to present products to nursery buyers and boost sales for 2026. Visit the website at www.nurseryfair. com for more information. For any queries, please contact the organiser Adrian Sneyd at 01902 880906 or email adrian@nurseryfair.com.
CuddleCo seek Head of Independent Trade Sales, UK & Ireland
This is a rare opportunity to join a fast-growing company at the forefront of innovation in the nursery sector. You’ll be responsible for growing their presence across independent retail channels while working closely with their top 10 accounts. This is a pivotal role with real impact, offering the chance to grow alongside their ambitious expansion plans.
You’ll lead and inspire their Northern and Southern Account Managers, driving performance and hitting targets. The role includes managing key relationships, launching new products, and delivering market-wide sales initiatives. CuddleCo are looking for a commercially astute leader with proven sales experience, strong relationship-building skills, and a hands-on approach to growing business in the independent retail space. Ready to make your mark? Contact CuddleCo on the below.
To apply please email: chris@cuddleco.co.uk
Take to the skies
Meet the travel companion that was dreamed up for ultimate comfort on the open road. Always a rm favourite with Joie fans, the i-Level Pro is now certi ed for use on aeroplanes, giving parents one less thing to worry about when travelling with little ones.
Certi ed by TUV for use on aeroplanes, i-Level Pro is ready for every adventure, whether on land or in the air, and boasts a deep, ergonomic 157o recline to keep little one riding in safety and comfort from birth to 87cm and 13kg. Now with an easy-to-use belt path, i-Level Pro can easily be installed with the vehicles seat belt, or on one of Joie’s compatible bases, including the super spinner, i-Base Encore.
uksales@joiebaby.com www.joiebaby.com
If your mattress range doesn’t evolve, your customers will.
Retailers feeling the pressure to stay relevant know that “standard” no longer cuts it. Kent-based Prestige Sleep helps nursery retailers lead the market with handcrafted, Britishmade mattresses built around customers’ needs and brand ambitions.
From cutting-edge textiles to eco-friendly core materials, the team constantly innovate their products - while delivering at scale for the UK’s biggest nursery names. Their bespoke development service o ers retailers design exclusivity that builds credibility with consumers as the only nursery mattress manufacturer in the UK with the prestigious Made in Britain certi cation.
If you’re ready to shape what’s next in the world of nursery sleep, visit www.prestigesleep.co.uk
Show your support for BabyStyle’s Andy Crane for Children with Cancer UK
Andy Crane, Managing Director of BabyStyle, is teeing up for a remarkable challenge in support of Children With Cancer UK.
On 22nd June 2025
Andy will be taking part in the “100 Holes Challenge” – playing 100 holes of golf in a single day to raise funds for the charity, an incredibly important cause. Any donations, large or small, would be greatly appreciated and will go directly towards helping children and families a ected by cancer. You can support Andy’s fundraising e orts here: www. justgiving.com/page/ andy-crane-2
BabyCentre survey reveals maternal mental health struggles
A new survey of over 1,300* new and expectant mums from the BabyCentre community reveals that three out of four have experienced maternal mental health struggles. Yet many still su er in silence, unsure if their feelings are valid or afraid of being judged.
• 78% Say UK Mental Health Support Falls Short After Birth
• 3 Out Of 4 Expectant and New Mums Have Experienced Mental Health Struggles
• Only 1 In 5 Uk Mums Feel Supported by Healthcare System in Maternal Mental Health
• 7 in 10 UK Mums Are Sleep-Deprived and Struggling in Silence
Released in time for Maternal Mental Health Awareness Week, this research highlights the emotional burden shouldered by UK mums and the pressing need for improved mental health support within healthcare services and society as a whole. While sleep deprivation (70%), nancial concerns (45%) and loneliness (41%) were commonly reported, the most devastating nding is that 6 out of 10 mums are talking themselves out of seeking help, due to their ‘fear of being judged’. Nearly half admitted they didn’t ask for support because they believed their problems “weren’t serious enough’.
For more information visit www.babycentre.co.uk
Which? Awards 2025: Baby & Child Brand of the Year shortlist announced
Which? announce shortlist for its prestigious annual Which? Awards. Established by the UK’s consumer champion, the Which? Awards recognise brands that are championing consumers by consistently producing the best products & services, while maintaining the highest customer service standards.
The Which? Awards are completely independent. Brands cannot nominate themselves or in uence award outcomes. Shortlists are decided by a rigorous set of criteria including brand performance in Which? testing and surveys, reliability, analysis of provider data and results from investigations.
This year’s awards include Baby & Child Brand of the Year. Brands are shortlisted for having shown the right mix of safety, protection, comfort and innovation in one or more of the products Which? has rigorously tested and reviewed. Performance was judged between 28th Feb 2024 and 10th Feb 2025.
Baby & Child Brand of the Year Shortlist:
BeSafe
CYBEX
Nuna Thule VTech
The awards will take place on the 21st May. The winners in each category are decided by an expert panel of judges. Winners will receive a trophy and are entitled to use a Which? Awards winner endorsement logo across all marketing for a year.
ebebek Continues UK Expansion with Third Store
Following the successful launch of its agship store in Greenwich this February and its rst UK location in Lakeside, pioneering baby and parenting retailer ebebek is proud to announce that its third UK store in The Mall, Wood Green, London, will open its doors for the rst time on Saturday 10th May 2025. With this latest launch, ebebek continues its mission to reshape the parenting retail experience in the UK, blending its 20+ years of industryleading expertise with a community-focused approach that supports “barents”, their own terminology, a blend of baby and parent, every step of the way.
Where Parenting Meets Innovation
Spanning over 11,840 square feet, the new Wood Green store o ers a comprehensive, hands-on shopping experience, showcasing over 7,000 products across 11 essential parenting categories. From pushchairs and car seats to maternity wear, nursery furniture, feeding accessories, and exclusive toys, the store combines top household brands with ebebek’s trusted in-house lines. As with all ebebek locations, the Wood Green store features a team of in-store ‘babyologists’, trained sta ready to o er expert advice, whether you’re looking for the perfect pushchair or the right size of clothes.Community-Centred Retail with a PurposeMore than just a retail destination, the new store embodies ebebek’s “barenting”ethos, fostering a welcoming and inclusive community for new and expectant families.To further support the community, the store will regularly host free parenting workshops, midwife consultancy and expert-led sessions, continuing ebebek’s legacy of educational empowerment and parent-to-parent support.
Shopping Made Simple – Online and In-Store
Beyond its physical presence, ebebek o ers an integrated online experience through www.ebebek.co.uk and the ebebek UK mobile app, providing nationwide access to its full product range, Barents Rewards Loyalty programme, parenting advice, and same day dispatch on thousands of items. The platform also features exclusive online promotions, curated bundles, and rich resources like webinars, product guides, and parenting tips. Halil Erdogmus, Group CEO of ebebek, said the following on the Brand’s UK Journey:“We are excited to be opening our third UK store in Wood Green, a vibrant and diverse area that re ects our inclusive approach to parenting. Our vision is to support every barent, whether online or in-store, by making the journey of parenthood as joyful, informed, and stress-free as possible. We are building more than stores; we are building communities.” As ebebek continues its rollout across the UK, it remains committed to delivering an exceptional experience that fuses expert guidance, extensive product choice, and a supportive community hub for every families. www.ebebek.co.uk
Barking Mad
This month Pramland’s John Barker writes his article after travelling to events across Yorkshire and further abroad. Here he gives his overview of not only recent trips, but also how the industry is currently performing for independent retailers .
I’ve started to notice a bit of a pattern around my articles. Every time I’m due to write one I’ve ever been to an event or I’m on my way to one, and this article doesn’t buck the trend. This evening I’m whizzing through the Yorkshire countryside on a train heading to Manchester Airport ready to fly out to Marbella for some sun and fun with the Maxi-Cosi team. I have zero idea what they’ll be revealing this year but I’m certainly looking forward to it. This lovely little trip comes off the back of my visit to the Bellfry with Silver Cross earlier in the week. This was my first Silver Cross event as I have only been a stockist for 5 months and made me feel so welcome I was humbled. I’d like to say a huge thank you to Nick and the team…the event was brilliant but completely overshadowed by the amazing newness you revealed to us.
Silver Cross have without a single doubt knocked it out the park with their new travel system. Offering absolutely everything the customer wants at a price that is right on the money. . .. all wrapped up with a gorgeous Silver Cross badge on the side – this has the potential to be our
new No 1 travel system in store! That’s not a statement I make lightly either. And from a commercial point of view the independent only exclusive promotion and enhanced margin all show they are certainly trying to turn the tide of recent (and sadly ongoing) pricing issues. The competition really will have to sit up and pay attention to this one when it’s officially revealed. Well done Silver Cross – It’s truly a fabulous time to start stocking this very popular brand. By the time you are reading this all your BabyStyle stands should be back filled with lovely Oyster4 goodness. Oyster has been such a staple of our industry for so many years now it’s been strange seeing a big hole in the display where it normally is. But it’s back now and hopefully us independents get behind it 100% and give it the sort that Andy and his team fully deserve. When it comes to supporting us little guys no one does it better than BabyStyle and we need to show them this appreciation with orders and more shop floor space. Don’t believe me? You just work out how much your other brands earn you per square meter and compare it to BabyStyle’s
By the time you are reading this all your BabyStyle stands should be back filled with lovely Oyster 4 goodness. Oyster has been such a staple of our industry for so many years now it’s been strange seeing a big hole in the display where it normally is. But it’s back now and hopefully us independents get behind it 100%
numbers - this may well make you think twice about giving more room to brands that don’t deserve your support as much.
I have received some very good and positive feedback from many retailers both at events and via emails over the last few weeks relating to my last few articles. It would appear that my call for brands to address pricing is supported by many retailers (and some brands too!) and I remain confident that our voices will eventually be heard. The topic of costs was on lots of lips and many retailers voiced their concerns relating to rising employment costs and reductions in business rate support. Many felt that staff numbers may reduce and if so, they wouldn’t be replaced until either business improved or margins allowed for further investment. A very valid point was raised that with any luck those retailers that offered excessive and frankly unsustainable discounts may feel the pinch in April and as a result reconsider their pricing. It’s a lovely thought and only time will tell if it comes to fruition. On the flipside of this coin is the opinion that rising costs could further increase their discounting to retain turnover – this however should prove fruitless and fingers crossed result in them eventually understanding that giving margin away does not result in good business. This got me to thinking, especially
I have received some very good and positive feedback from many retailers both at events and via emails over the last few weeks relating to my last few articles. It would appear that my call for brands to address pricing is supported by many retailers (and some brands too!) and I remain confident that our voices will eventually be heard.
after a spate of what I can only describe as industry killing discounts from certain retailers online. When the rrp of a product should be £1815 and you are forced in to match prices as low as £1565, the best part of 14% off, maybe us retailers need to change tack to make brands listen to us. We all have T&C’s that we sign with the brands we stock, these documents clearly state what we can and can’t do. They tell us we are expected to do this and that. If we don’t comply, we get our accounts closed or placed on hold, especially due to late payments. Why can’t these brands understand that the industry is full of stores struggling to make ends meet due to issues with pricing. Be it constant discounts being forced upon us by a select few or by the lack of
price increasing reducing the tangible value of what we earn. The harsh reality is that stores need to earn to survive and to pay your invoices. How can you expect us all to continue paying your invoices in a manner you and your T&C’s expect when you aren’t protecting us and helping us to earn the money we need to pay you?
Now I’m not banging my drum here to start a revolution but what would those brands that feely let discounting continue do if we all chose to under pay every invoice by 14%? Or we added 14% more days to our terms of payment on every invoice? Would they close all our accounts? Would they put us all on stop? They’d soon feel it when their sales numbers started to drop like
stones. “But they don’t need us” you say, “they’ll just sell direct” . Good luck to them I say - when the consumer has no way of seeing your goods they revert to type and simply shop by price and the brands will miss out. Our industry is dying with so many factors influencing it’s decline.
As the unelected (and probably very unwelcomed) spokesperson for every independent retailer in this industry I beg you brands to deal with these issues for the sake of ours and your businesses before it’s too late. You can’t fix prices, but you can fix our problems. Be brave and show us smaller stores that you are in support of us and that you value us, we will respond with support for you and we will both flourish. Consider pulling popular products away from online only stores or offer them different products to allow us to earn on the ones we sell. The ways in which you can help the industry are so many it’s embarrassing but only a very small number of you seem to want to choose them.
Here’s a fabulous idea and I personally challenge any brand to implement it for six months to see what affect it has on trade. Offer a flat 10% discount on every invoice for 6 months when the retailer is an instore only retailer. 10% is what we frequently get subjected to, so this seems a good
place to start. Yes, it will be unpopular with those that choose to sell online but it’s only as unfair as us bricks and mortar stores footing the bill for being your showrooms! The fact is that there’s less people buying prams because there’s less babies being born. There’s less of us selling your goods because of this and there’s less money to made from those fewer sales. Wake up and smell the coffee the problem will not stop with us. It’s in every brands interest to read these words and to pay attention.
Go pro with Joie
It’s time to go pro with the new litetrax pro from Joie, a lightweight, easy-fold stroller that is ready to roll on any adventure thanks to the luxe suspension and PunctureProof tyres.
Packing up is easy even when hands are full – one quick tug of strap and the litetrax pro easily folds into a free-standing compact fold that’s perfect for tucking into small spaces or carrying on public transport.
uksales@joiebaby.com | www.joiebaby.com
Nursery
Strolling forward
The infant stroller has evolved dramatically from its humble beginnings as a simple wheeled carriage. Today’s models re ect a shift in parenting lifestyles, design priorities, and urban living challenges. Far from being just a baby transport device, the modern stroller is a nely tuned tool engineered for mobility, convenience, and comfort.
Today’s parents are looking for strollers that t seamlessly into their busy, often compact lives. A key trend shaping the market is the rise of urban living, where families navigate smaller living spaces, narrow pavements, and public transportation. As a result, there’s a strong demand for lightweight, foldable strollers.
Minimalist aesthetics are also in demand with many favouring sleek, neutral designs that match modern fashion and interiors, with black, grey, and earth tones perhaps leading the way. Brands are also responding to a growing eco-conscious audience by incorporating recycled fabrics, sustainable materials, and low-impact manufacturing practices.
Modern strollers have seen signi cant innovation focused on ease of use. One-hand folding systems, automatic locks, and self-standing folds are now common features, especially valuable for parent’s juggling bags, phones, or another child. Advances in wheel technology, such as puncture-proof tyres, swivelling front wheels, and improved suspension make today’s strollers far smoother to push, even over uneven terrain.
Compactness has become a de ning feature with brands o ering full-featured strollers that fold down small enough to t in aeroplane overhead bins or car boots, without sacri cing comfort or storage space.
Some strollers even feature adjustable handlebars for caregivers of di erent heights, breathable mesh panels for hot weather, and one-touch braking systems for added safety. While not as complex as travel systems, these stand-alone strollers are designed to grow with a child, often adapting from infant use with full recline modes to toddler seating positions.
For nursery and baby gear retailers, strollers o er a valuable opportunity. They’re highconsideration purchases, which means consumers often visit stores in person to compare models. O ering a wide selection from budget-friendly to premium along with hands-on demo areas and knowledgeable sta can set a retailer apart.
Moreover, strollers drive accessory sales. Parents frequently buy rain covers, cup holders, foot mu s, and organisers alongside their stroller purchase, increasing overall spend. By creating stroller bundles or exclusive in-store packages, retailers can further boost value perception and customer loyalty.
In a world where convenience, mobility, and aesthetics matter more than ever, the stroller has become a cornerstone of modern parenting and a smart investment for retailers who want to stay ahead of the curve.
Today caught up with 123ABC/Ayrshire Baby Centre’s owner Andrew Hammond to gain his insight into the stroller category and how these perform for his business.
Have you experienced any consumer buying trends when we look at strollers?
Customers at this time of year are always looking for small folds and cabin approved strollers for when travelling for a holiday and this is a trend we see every April – August. What’s the balance today between price sensitivity and functionality when parents choose a stroller - are they leaning toward value, luxury, or versatility?
Consumers are still very price sensitive in almost everything they do but we are seeing the holiday stroller as a mid-market purchase, but they also want the stroller to have functionality also.
Do you feel that social media, in uencer content and parenting communities, have had an in uence on stroller sales and brand loyalty?
De nitely as the customer seems to have done their homework when they come into store looking for a stroller and usually end up purchasing the stroller that they have researched.
In your experience, what do you feel are priority features parents look at when purchasing a stroller?
Small compact folds and cabin approved are the big
on the list of priorities at the moment. Is this a category where price is a consideration?
Most of our strollers are retailing within what I consider to be a ordable levels and usually what the customer was expecting to pay.
With the growing focus on compact living and travel, how important have weight, foldability, and portability become in this category?
Yes, all these things are important and we are nding all brands are very good at accommodating this for the customer with folds becoming very slick and a great selling point.
With regards to strollers, do you feel that there is ample innovation and new products launches coming through in this sector?
Every season we see new strollers coming onto the market from all leading brands with di erent quirks to try and entice the consumer to their product and of course colour pallets are evolving every season
on the back of the colours that are selling in the main Pram sector.
Are there any particular strollers that are currently performing well for your business?
We don’t have an outright hero product as the selection we o er is vast but we are very excited about the launch of the new iCandy Pip and bugaboo butter y which are imminent.
Do you feel adequately supported by the brands that you stock within this product category or is there more they could do?
Brands seem to have the summer season under control with stock and support which is great as 75% of our stroller sales are in such a short window up here in Scotland.
Adventure every day, every way
When cabin fever sets in, and you need a breath of fresh air, the TRIV lx all-season set has you covered. It includes our premium TRIV lx pushchair, compatible TRIV lx carry cot, adjustable tilt post adaptor, Winter stroller set, and a rain cover for both the pushchair and carry cot— so you can embrace every season with baby.
Make every day and every season an adventure with the TRIV lx all-season set.
nunababy.eu/uk
For more information and sales enquiries, please contact Nuna on 01889 808 900 or email uk.sales@nunababy.com
Birth to big kids
Meet pact pro, the newest compact fold to join the Joie portfolio.
Designed for every journey from birth to big kids, the pact pro is three strollers in one, compatible with Joie infant carriers and carry cot (sold separately).
Whether little one wants to sit up and take in the sights or lie back and snooze, there is an option to suit, thanks to the multiple recline positions.
Light as a feather, at just 6.3kg, the pact pro is super easy to fold with a quick one hand action, to create a compact, freestanding fold. www.joiebaby.com
An essential summer stroller
Myavo from Graco is the must have stroller for families looking for style at a great price, this summer.
This season it’s the Steeple Gray colourway that’s proving most popular with style-conscious parents.
Luisa Rollins-Svensson commented: “Myavo clearly has ‘curb appeal’, and the Steeple Gray colourway has proved really popular as the weather has turned. Packed full of features, with an a ordable £130 price tag, our award-winning stroller is one of the lightest stroller options on the market, making it ideal for style-conscious parents looking for some fresh baby gear this summer.”
www.gracobaby.eu
Introducing the new Bébécar Bib
The travel-ready Bib is super adaptable and a strong performer in the ultra-compact category.
Adaptable from birth, it’s designed for parents who want a versatile stroller that o ers convenience and longevity. Featuring a fully adjustable seating unit with multiple recline positions, it provides tailored comfort as children grow.
The narrow 54-cm frame makes it ideal for taking on holidays, shopping trips, and use on public transport, while its compact fold ensures easy storage and travel.
For further information contact Phil Bosher, UK Sales Director, Bébécar on the below.
phil.bosher@babycentral.co.uk
Practical and easy to use
The Red Kite Push Me Urbana Stroller designed for practical easy use for parents and a super comfortable ride for babies and toddlers.
Featuring a generous sized padded seat that can last from newborn baby to toddlers of 22kg that can lie back into multi positions for when baby wants to take a nap. All around wheel suspension makes sure that getting around is smooth and easy.
Jam packed with practical features such as the easy one hand easy fold, large extendable hood which includes a safety viewing panel and supplied with extras such as a drinks holder, full raincover, harness protectors and detachable bumper bar.
www.redkitebaby.co.uk
Effortless Comfort on Every Journey
Doona X – the ultimate all-in-one travel system designed to make life simpler for modern parents. This latest innovation from Doona rede nes travel with its outstanding design and functionality.
With three reclining positions – Sit, Relax, and Lay Back – Doona X allows you to easily switch from car seat to full recline, providing maximum comfort for your child. Ready to use straight out of the box, it o ers complete ease of use from day one.
Functioning as both a car seat and a pushchair, Doona X is R129 certi ed and approved for aircraft travel. It features a new shock-absorbing mechanism for a smoother ride and a soft-release system for seamless transitions between modes. sales@cuddleco.co.uk
Timeless style
The Maxi-Cosi Oxford is a premium 3-in-1 travel system, blending timeless style with cutting-edge innovation.
Designed for city strolls and outdoor adventures, the Oxford features puncture-proof all-terrain wheels, four-wheel soft suspension, and a spacious, lie- at seat for ultimate comfort. The UPF 50+ canopy, 5-point easy-in harness, and pivotable bumper bar keep little ones safe, while the intuitive fold, large storage basket, and parent pocket add convenience.
Anywhere, anytime, and any mood
The parcel LX from Joie Baby is always travel ready with an easily activated compact fold. The new and improved parcel LX now has larger wheels than the previous model making it even easier to take on those tougher terrains. Foam lled for durability, your wheels will never be the reason for missing out on adventures. With multiple recline options, you can let snoozy toddlers rest after a busy day on their feet.
With an adjustable leg rest ready to support tired legs you can rest assured they will be able to recharge in comfort when you’re out and about. www.joiebaby.com
Paired with the Pebble 360 Pro car seat and FamilyFix 360 Pro base, Oxford delivers e ortless transitions and superior safety, ensuring modern parents travel in style from birth to four years. www.maxi-cosi.co.uk
Packing big adventures into small spaces
The Metro 3 All-in-One Compact Stroller is the newest addition to Ergobaby’s award-winning Metro Stroller line, engineered to deliver premium comfort, convenience, and versatility. Integrating consumer feedback with its unique design expertise Ergobaby has combined the best of previous Metro models with new and improved features such as a self-assisted one-handed fold, a more comfortable stroll for all, new storage solutions, accessories and more.
Perfect for families on the move, this stowable stroller is suitable from newborn-4yrs, weighs 7.7kg and folds to just 56x44x23cm – all while having the roomiest seat in its class. The Metro 3 also comes with the ErgoPromise Lifetime Guarantee.
For further information contact Claire Morris on the below. cmorris@ergobaby.co.uk www.ergobaby.co.uk
Award-Winning Compact Pushchair
For over a century, hauck has been dedicated to creating high-quality products that make family life easier.
The Travel N Care pushchair is the ideal companion for modern parents who love to explore. Ultra-light yet sturdy, it folds e ortlessly with one hand and stands independently - perfect for travel by plane, train, or car.
With its smooth suspension, UPF 50+ canopy, and spacious reclining seat, comfort is guaranteed. Practical details like machine-washable fabrics and a large storage basket make life easier.
Winner of the Mother & Baby Gold Award 2024, this pushchair is built for adventure!
info@hauckuk.com www.hauck.de/en
Birth to toddler
A super auto fold stroller that is suitable from birth up to toddler age with a well-proportioned seat.
The Push Me Astro is stylish and eye catching and ticks all the boxes for value, practicality, and functionality.
A multi position lie back seat to suit all ages or if baby drops o for a nap.
The Push Me Astro folds down like a dream and can self-stand when folded. Some additional features of the Push Me Astro are the independent standing position when folded down, helping on storage space and safety and there is also have a wide viewing panel and deep shopping basket for added bene t.
TEL: 01454 326 555
www.redkitebaby.co.uk
All-in-One City Solution
Every Inglesina product is designed with a focus on baby wellness, backed by years of research and in collaboration with neonatal experts.
Featuring the new Open Up carrycot which boasts large, adjustable ventilation windows for optimal air ow, ensuring your baby stays comfortable during walks and rest throughout the day. Designed for you too, the Electa is both lightweight and compact, easy to carry up and down stairs or on public transport—even while holding your child. When folded, it’s the size of a travel trolley and ts easily in even the smallest city car. The system also includes a Standup, allowing you to place the carrycot indoors hygienically, turning it into a safe to sleep bedside crib. sales@cuddleco.co.uk
Stride with ease
Weighing in at only 6.1 kg, the Nuna IXXA next is engineered for lightweight travel without compromising your little one’s comfort.
The all-wheel suspension and large EVA foam- lled tyres ensure babies’ comfort and its 3 position recline make customising strolls for every occasion simple.
The IXXA next folds easily with one hand and stands on its own when folded for fuss-free travel and stowing. It’s travel system ready-compatible with Nuna car seats or pair it with the new IXXA compatible LYTL carry cot for maximum comfort. The IXXA next will see you through from baby stage to toddler stage, providing comfortable strolling for your child up to an impressive 22kg.
The IXXA next is available in Caviar. www.nunababy.eu
The Minipop is a must-have for families looking for a compact, easy-to-use stroller that doesn’t compromise on comfort or quality. Ideal for travel or everyday use, it’s both lightweight and ultra-compact. It folds down easily to t into smaller boots and storage spaces, which is helpful for families with limited space or those always on the go.
Its 54-cm width o ers superior manoeuvrability, while the adjustable le seat, with multiple recline positions, ensures children are comfortable and secure from newborn to toddler.
For further information contact Phil Bosher on the below.
phil.bosher@babycentral.co.uk
supplier snapshot
Luisa Rollins-Svensson
CONSUMER AND TRADE MARKETING MANAGER, GRACO UK
How have recent consumer trends - like minimalist parenting or eco-conscious buyingshaped stroller designs and features?
With both budget and the environment in mind, there’s more demand than ever for strollers that o er value for money and longevity. Style, comfort and safety are still priorities but not at the expense of cost and product lifespan. This has shaped the design process for sure. One example is ensuring products are suitable for a wider age range. Strollers need to be comfortable and supportive for newborns and also meet the needs of active pre-schoolers.
What’s the balance today between price sensitivity and functionality when parents choose a strollerare they leaning toward value, luxury, or versatility?
The cost of living crisis is still impacting many families so value for money is incredibly important. Consumers want the right functionality – easy manoeuvrability, quick folds, lightweight to carry – but it has to be a ordable.
To what extent does social media, in uencer content and parenting communities, in uence stroller sales and brand loyalty?
Endorsement through social media, in uencers and parenting communities is a big factor in brand loyalty and therefore sales. Parents want to know they’re investing in a trusted stroller that delivers the functionality they need day-to-day. They want recommendations from those in the know and then they’ll carry out their own research alongside this.
In your experience, what do you feel are priority features parents look at when purchasing a stroller?
Ease of use is a priority, always, when selecting a stroller. Then it’s features that ensure safety, comfort, style and manoeuvrability. A key feature is fold. Parents and carers want a stroller that folds simply, quickly and compactly. This supports travel plans, getting out and about and also makes storage in smaller cars and homes easier.
With the growing focus on compact living and travel, how important have weight, foldability, and portability become in product development within this category?
Weight, foldability and portability are top priorities for parents, so product development in these areas is a priority for brands like Graco. We continue to invest in bringing products to market that are packed with functionality for incredible value for money.
Nursery Today spoke to some of the industry’s nest to nd out their thoughts on the stroller product category.
Damon
Marriott HEAD OF PRODUCT DEVELOPMENT, JOIE
How have recent consumer trends - like minimalist parenting or ecoconscious buying - shaped stroller designs and features?
Whilst the general feeling towards protecting the environment is high on the news agenda, this doesn’t always transfer over to the hard baby goods sector, as quality, safety and longevity of the product are critical to parents. We have an environmentally aware factory behind us as a brand, so we utilise many waste saving and energy reducing practices in the production of our products. Our entire product line is produced using only the best grade of materials to ensure longevity, all at an incredibly reasonable price for the discerning parent who does not want to compromise on features. What’s the balance today between price sensitivity and functionality when parents choose a stroller - are they leaning toward value, luxury, or versatility?
It seems that consumers are actually a bit of both, some of our entry level strollers still sell in huge volume, which hasn’t diminished over the years but actually grown year on years. At the same time our more luxurious and feature rich strollers have also continued to grow in popularity and volume too, so it is best to cater for both ends of the spectrum - good value and also high feature/functionality to ensure you have something for every parent.
To what extent does social media, in uencer content and parenting communities, in uence stroller sales and brand loyalty?
For sure it makes a positive di erence but reviews from previous users and recommendations from real parents still seems to carry the most weight regarding sales and overall brand loyalty. We actually nd that many consumers will continue with the Joie brand after purchasing their rst product, as they recognise the value and quality of the products, thus stay loyal to the brand buying multiple items from each of our categories.
In your experience, what do you feel are priority features parents look at when purchasing a stroller?
This will depend on the particular parent at the time of purchase. Those that are just looking for a holiday stroller will quite often purchase on price alone and not be too worried about fashion or extra features. However, those that make a more considered purchase would bene t from lighter weight, more compact designs that will also boast a higher end appeal through aesthetic design and enhanced features such as extending canopies and ventilation
With the growing focus on compact living and travel, how important have weight, foldability, and portability become in product development within this category?
Very important, as the traditional umbrella style stroller folds quite long and due to the price targets will usually be heavier than the new compact strollers. With this in mind, our development has moved towards creating not only small and lightweight designs, we have also taken to adding larger wheels, to help ensure the products not only are compact for portability and storage but also aid travel on more uneven surfaces too. With regards to strollers, do you feel that there is ample innovation and new products launches coming through in this sector?
Yes, as the saying goes “ you can’t re-invent the wheel”, so constant tweaks to designs are extremely important to ensure the product range caters for the current market desires, hence our newly re-launched Joie Parcel LX now continues with its lightweight and compact design but now sports the larger wheels and hugely improved fabric design, to cater for today’s parental needs.
retailer opinion
Nursery Today caught up with ebebek’s Global Buyer Rasim Tamer Guzey and Snuggle n Stroll’s Co-Founders Sophie Dembrey & Jess Munn to gain their insight into the stroller sector and how this performs for their businesses.
Rasim Tamer Guzey
EBEBEK
Have you experienced any consumer buying trends when we look at strollers?
When it comes to purchasing strollers, our customers tend to focus on meeting their full set of needs, they are not just buying a stroller, but rather investing in a complete travel system. This typically includes an infant carrier and a carrycot, creating a versatile usage ecosystem. This setup provides both a car travel solution and a crib-like sleeping space for the baby, enhancing convenience and comfort.
Beyond that, we have observed another strong trend, the rising popularity of compact cabin strollers. These models are favoured for their quick foldability and lightweight design. Strollers with automatic folding mechanisms are especially popular among parents, as they allow for easy handling while carrying their baby. Additionally, their compact size makes them ideal for car storage, which further boosts their appeal.
What’s the balance today between price sensitivity and functionality when parents choose a stroller - are they leaning toward value, luxury, or versatility?
Of course, while price sensitivity and the desire for luxury may seem like opposite ends of the spectrum, we regularly encounter both in our stores. For every customer asking, “What’s your most affordable option?” there is another asking, “Which are your most premium models?”
However, most of our customers are ultimately looking for functionality. Products that offer versatile and multi-purpose use tend to be the most popular. At this point, the key question becomes one of quality. A high-end, luxury stroller doesn’t always guarantee top performance, just as a budget-friendly product doesn’t necessarily mean low quality.
The sweet spot for many parents lies in strollers that combine affordable pricing, solid performance, and thoughtful design. These types of products, which balance functionality with value, tend to stand out in purchasing decisions.
Do you feel that social media, influencer content and parenting communities, have had an influence on stroller sales and brand loyalty?
Absolutely, social media, influencer content, and parenting communities have a clear impact on stroller sales and brand loyalty. In particular, micro-influencers have proven to be especially effective. Because they speak directly to a niche and highly targeted audience, their content often leads to higher engagement and conversion rates.
We have also observed a growing trend on TikTok, where short-form videos showcasing stroller features are gaining significant traction. These real-life demos resonate well with parents looking for honest, relatable product insights. Additionally, mum communities that host walk & meet-up events with their babies have become organic spaces for stroller visibility. Within these circles, certain stroller brands naturally gain momentum and become trendsetters, driven by real-world usage and peer recommendations, which ends up with a strong brand loyalty.
In your experience, what do you feel are priority features parents look at when purchasing a stroller?
In our experience, the features parents prioritise when purchasing a stroller can vary greatly depending on their individual lifestyle and living conditions.
For instance, someone living on a higher floor in a building without an elevator will naturally avoid heavier strollers. Similarly, if a parent drives a small car or has limited boot space, a large, bulky stroller likely won’t be suitable.
Compactness becomes even more important for those with limited home storage, making lightweight or foldable strollers much more practical. On the other hand, if a parent is committed to running or outdoor fitness, and wants their baby
to be part of that routine, they will look for a stroller specifically designed for jogging.
Ultimately, the “right” stroller comes down to personal lifestyle fit, and helping parents match those needs with the right product is key.
Is this a category where price is a consideration?
Price is a key consideration in this category. Strollers are typically a one-time purchase for most families, unlike other baby products that may be bought more frequently. Because of this, parents tend to evaluate their options very carefully.
Additionally, since strollers often come with a higher price point compared to other baby essentials, price sensitivity is naturally quite high. Parents want to ensure they are making a smart, long-term investment that balances quality, functionality, and value.
With the growing focus on compact living and travel, how important have weight, foldability, and portability become in this category?
Absolutely, weight, foldability, and portability have become top priorities in the stroller category. With more families living in compact homes or frequently on the move, parents are actively seeking lightweight, easy-to-fold models that fit in small car boots, can be carried with one hand, or even taken on planes as cabin luggage. These features are now key decision drivers alongside safety and comfort.
With regards to strollers, do you feel that there is ample innovation and new products launches coming through in this sector?
Yes, we are definitely observing a wave of innovation in the stroller category. From strollers that can follow a jogging parent, to battery-powered systems that assist with pushing uphill, the market is evolving quickly.
There are also products that allow you to adjust the recline of a car seat remotely, rotate the seat a full 90 degrees, and even play soothing music to comfort the baby. Some strollers now feature built-in cameras, giving parents a real-time view of their baby through a screen, a truly futuristic touch.
That said, many of these innovations come with higher manufacturing costs, which naturally affect the retail price. So, while the technology is impressive, the market’s response, particularly in terms of adoption and value perception, is something we’re watching closely.
Are there any particular strollers that are currently performing well for your business?
Performance among stroller models can vary depending on several parameters. For example, cabin-friendly strollers tend to perform well during travel season, wagons see increased demand in warmer weather, and promotional campaigns can drive strong seasonal sales. So overall, performance is often shaped by timing, customer needs, and our ongoing campaigns.
Do you feel adequately supported by the brands that you stock within this product category or is there more they could do?
Our suppliers truly believe in us and our strong omnichannel structure, they support us across every touchpoint: providing rich content and visuals for online, co-branded ads, in-store events with incentives, and gifting for digital collaborations.
Sophie Dembrey & Jess Munn
SNUGGLE & STROLL
Have you experienced any consumer buying trends when we look at strollers?
Yes, we have seen a real increase in customers looking for taller and bigger seat units. There has been a shift away from cabin approved too and towards a more everyday compact stroller. We also see that people like to stay in brand, so if they have an Egg travel system - they’ll normally want the EggZ stroller.
What’s the balance today between price sensitivity and functionality when parents choose a stroller - are they leaning toward value, luxury, or versatility?
We see a lean towards functionality with price a consideration but if it ticks all their boxes, then functionality wins!
Do you feel that social media, influencer content and parenting communities, have had an influence on stroller sales and brand loyalty?
Yes definitely - we think the iCandy Pip is going to fly after their amazing marketing and social media influencers!
In your experience, what do you feel are priority features parents look at when purchasing a stroller?
Easy fold and unfold is always a winner and just ease of use in general. Compact and being able to take a car seat is also high on the list.
Is this a category where price is a consideration?
Yes, but we find this isn’t always the main consideration.
With the growing focus on compact living and travel, how important have weight, foldability, and portability become in this category?
Incredibly important. We have also found that customers are coming to look at strollers a lot sooner too as they like the option of using a stroller
or their full travel system.
With regards to strollers, do you feel that there is ample innovation and new products launches coming through in this sector?
Yes most definitely! We’re really excited to see all of the innovation and for what is next!
Are there any particular strollers that are currently performing well for your business?
Do you feel adequately supported by the brands that you stock within this product category or is there more they could do?
Our Cybex strollers are always good sellers. We do think that the new Ergobaby Metro3 and iCandy Pip are going to do really well. Ergobaby have been particularly amazing with their POS and training most recently.
www.b-p-a.org
If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.
All you need to know about GPSR and GDPR
In April the BPIA invited two industry experts to make presentations to members on General Product Safety Regulations and General Data Protection Regulations: Rob Hinchcli e of SGS and Sara Ludlam of Brabners.
Rob explained that in Europe the General Product Safety Regulation (EU) 2023/988 replaced Directive 2001/95/EC of the European Parliament on general product safety in December 2024 and outlined the implications this has for companies exporting to the EU from the UK.
The General Product Safety Regulation applies by default to all products, particularly those that are not covered by a product-speci c regulation. The aim is to protect consumer health and safety by ensuring that unsafe products are not placed on the EU market and, if they are, that businesses take corrective action. The Directive was over 20 years old and was long considered outdated.
The key requirement of GPSR is that producers shall place only safe products on the market.
Changes to GDPR
Sara explained the principles of GDPR and how the Data Use and Access Bill (DUA) introduces several amendments to existing data protection laws, with the intention of making the legal framework more user-friendly and accessible for both individuals and businesses. The government intends that the Bill will maintain high standards of data protection to ensure we maintain the EU’s adequacy decisions.
The Key changes are:
• “Legitimate interests” clari cation in certain circumstances
• Organisations are only required to conduct reasonable and proportionate searches of their systems when handling requests for information
• Wording around “automated decisions” changes
• Possibly more types of “special category” personal data?
• Changing the nes for PECR to match GDPR – so watch out marketing teams!
Be part of the UK Pavilion and enjoy preferential rates and full support of your trade association. Minimum stand size 4m2. Visit the website at www.b-p-a.org for more information.
She explained that many companies will need to update their privacy policies to state that the data subject has the right to complain. Also, data transfers will be subject to di erent rules.
Exporters will have to consider:
• If the standards of protection will be materially lower than those applicable in the UK and
• must act “reasonably and proportionately” in considering if this test is met,
• looking at all the circumstances
• including the nature and
• volume of personal data transferred (Art.46 (1A), 46(6 – 7)).
BPIA members can request copies of both presentations by emailing info@b-p-a.org
The deadline to enter the BPIA’s industry awards is fast approaching. You have until 16th May to submit your entry. Scan the QR code for more information!
27th May 2025 @ 10.00am – visit the website at www.b-p-a.org for the registration link.
How does technology actually work? How can brands and retailers implement it e ectively and build a strong ROI value chain? And how can 3D be leveraged both online and at the point of sale? What new opportunities arise when 3D is combined with Arti cial Intelligence or Augmented Reality?
In this webinar, Stefan Eipeltauer from ARkid Studio shares insights and real-world case studies on how leading global brands are using 3D, AR, and AI in tandem to increase sales, reduce return rates, boost brand value, and streamline the entire content pipeline for product visuals.
Meet a member!
This month we introduce a long-standing member of the BPIA. Luke Burns of Cybex tells us a little bit about the company.
What is your business – and what is your best-selling product?
CYBEX is a parenting company like no other; we are a leader in child safety, a fashionable lifestyle brand and a fearless innovator creating tomorrow’s products today. We specialise in multiple product categories including car seats, pushchairs, baby carriers and highchairs. Our Cloud T i-Size infant carrier is not only our best seller but also the bestselling infant carrier on the market.
Where are you based and how big is your team?
CYBEX UK is based in Staffordshire, and we’re actually just preparing to move in to a bigger and better office in Rugeley. Our new office space is three times the size of our current office and is designed for our future growth. We will have an upscaled showroom big enough to create content and hold events and we are extremely excited to invite our customers soon! We have a team of around 30 in the UK & Ireland and are still growing.
How long have you been a member of the Baby Products Industry Association?
I can’t quite believe this, but over 20 years now!!
What was your main reason for joining?
I inherited a position with a previous employment on the exec board and soon realised the importance of the exec board in driving the direction of the group and to ensure that our technical team had the funds in place to cooperate together for the wider good of the Industry. Fast forward a few years I was elected as the chair of the then BPA and held that position for around 10 years.
Do you participate in any of the Association’s committees and if so, what?
I lead the membership target programme and work very hard to share the great work that we do so that the wider industry can benefit from more members.
Do you use any of the free services provided (business support helpline, Trading Standards partnership, technical support etc)
Yes as I’m on the board I get great insight into all that is going on in the regulations and even working for a company as big as CYBEX/Goodbaby we learn at the earliest point what is being discussed in future regulation which is so valuable. The knowledge within the BPIA is amazing!
Since joining the Association, what has been the main benefit of membership?
Knowing we are supporting the industry to make sure we have regulations that not only protect our children but are practical for manufacturers to produce.
Tech savvy
In today’s connected world, even baby gear is going high-tech.
From smart monitors to app-linked strollers, technology is rede ning parenting with a focus on safety, convenience, and peace of mind. One nursery product category that has seen continued tech advancements is clearly modern baby monitors which have developed far beyond simple audio feeds. Today’s top models include HD video, motion detection, cry analysis, and even temperature and air quality sensors. Many monitors now sync seamlessly with smartphones, allowing parents to keep tabs on their baby from anywhere in the world.
We are also experiencing a rise in wearable tech for infants - such as smart socks or sleep trackers. These can provide real-time data on breathing, heart rate, and sleep patterns, all viewable via mobile apps. This level of insight can help parents detect irregularities early and better understand their baby’s needs.
As technology continues to advance, the future of infant care looks smarter, safer, and more connected, empowering parents with tools that o er both reassurance and freedom. The nursery is no longer just a room; it’s a hub of innovation.
Plugged-In Parenting
From sleep aids to smart monitors, tech is fast becoming a nursery essential.
Tech isn’t just for grown-ups, it’s becoming a natural part of everyday life for new families too. From smart monitors and soothing sleep aids to wearable breast pumps and digital thermometers, baby tech is changing the way parents approach daily routines. These thoughtful gadgets o er comfort, con dence, and peace of mind at every stage, whether it’s monitoring nap time, tracking room temperature, or managing feeding.
Murrays Health & Beauty, one of the UK’s leading wholesalers to the nursery and healthcare sectors, stocks a wide range of trusted baby tech. Their selection includes leading brands like VTech, Lansinoh, Leap Frog, Tommee Tippee and Nuby, with smart products that support sleep, safety, and feeding in real-life ways.
As more families seek out convenient, tech-enabled solutions, nursery retailers have a clear opportunity to meet that demand, while boosting margins with fast-moving, high-value lines.
Available from Murrays Health and Beauty. www.murrayshealthandbeauty.com
COFFEE BREAK
Nursery Today caught up with Joel Lucy, CEO & Founder of Jigsaw Brand Consultancy who work closely with both Vtech and Leapfrog to gain his insights into the use of technology in infant products.
How is smart technology in baby monitors evolving to o er peace of mind for parents and caregivers?
As with general consumer electronics, technology within baby products has continued to develop at a rapid pace, with products now having the capability of monitoring your little one’s wellbeing and alerting you to whether may need your assistance or intervention. We now see products o ering the tracking of baby’s sleep and activity, which aligns with the increase in the use of smart watches and rings with consumers and thus the desire to have the same data for their children. However, the challenge is then knowing what to do with that information, so integral that companies provide end users with the correct information.
What role does AI and data tracking play in understanding a baby’s sleep and health patterns, and how can this empower those who value data-driven insights?
The use of AI in baby products opens an interesting debate, whilst devices providing alerts should your baby require your intervention, such as lowering the temperature in the nursery should it become too warm, nothing can replace a parent’s intuition and there is a danger of parents becoming too reliant on technology to care for their children. It’s important that parents use smart devices as an aid to enhance their natural parenting instincts. Recently, a number of paediatricians have come out to say that too much data monitoring, such as heartbeat, breathing and sleep monitoring can cause new parents more anxiety than peace of mind.
How are innovations in baby tech products addressing modern parenting challenges, especially for working parents or those who may not be home as often?
Smart baby products enable both parents to be equally involved in the monitoring and interaction with baby and as their child becomes older, with mums typically returning to work earlier, being able to check-in with baby via an app whilst you are at home or travelling between home and work helps to pacify the separation anxieties, particularly in the initial phase of returning to work or when your child is unwell.
What design or functionality choices in tech-based nursery products help make them more intuitive and engaging for techsavvy parents?
Although not rst to market with an over-the-cot smart camera, the new multi-award winning VTech RM7787HD Over-The-Cot Ultra Smart 7” baby monitor encapsulates a full all-in-one smart monitoring solution for newborn babies through to when they are toddlers and beyond. The over-the-cot mount enables parents to have the optimum view of baby, whilst the sensors within the camera o er various health and wellbeing insights, coupled with additional soothing bene ts such as multi-colour nightlight, lullabies and natural sounds. In what ways can technology in the nursery become a shared parenting tool rather than just a “mum-focused” device, fostering equal participation from both parents?
With app-based baby products, the ability for both parents to monitor and engage with baby opens up rather than a tradition device that may only be used when one parent is physically in the home with baby. This enables dad to have knowledge of his baby’s day, if they were settled or not, key moments and even milestone moments if the monitor for example, has movement sensors and has recorded baby standing up in the cot for the rst time.
Do you feel we see ample innovation within products that include technology or are app driven?
Unlike the general consumer electronics sector where consumers sometimes struggle to keep up with the speed of innovation, I believe we are seeing a reasonable level of new product launches within the baby products sector. The temptation is to try and make everything to include an app and/or over complicate products with technology that simply isn’t required, plus the other overriding factor is retail price points. There is de nitely a ceiling price as to what the majority of consumers will pay, so brands need to be conscious of this when pursuing the development of new innovations.
Simplifies modern parenting
The Baby Brezza range is designed to simplify life for modern parents, combining smart technology with everyday convenience.
Leading the lineup are two hero products: the Formula Pro Advanced, which automatically mixes a warm, perfectly consistent bottle in seconds, and the Bottle Washer Pro, the rst machine to wash, sterilise, and dry bottles in one step, saving precious time and e ort.
Both products re ect Baby Brezza’s commitment to innovation and ease.
Wiggle with Oyster
With a loyal following among parents seeking smarter solutions, the range is set to grow even further, with exciting new additions launching later this year. For more info on the Baby Brezza range contact the below.
The award-winning Oyster Wiggle Crib – Co-Sleeper o ers a stylish, practical sleep solution for newborns.
Designed for modern parenting, it features a gentle wiggle motion to soothe babies and a convenient co-sleeping function for easy nighttime access. Its height-adjustable frame ts most adult beds, while breathable mesh sides ensure maximum air ow and visibility.
Lightweight and portable, the Oyster Wiggle is perfect for both home and away. Available popular Oyster colourways, Carbonite, Mink and Stone.
TEL: 01509 816444
info@babystyle.co.uk
www.babystyle.co.uk
The Soothe Light & Sound is the perfect sensory experience to create a calm, relaxed nursery. You can personalise baby’s sleep routines with soothing lights, sounds and sleep-inducing lullabies. As your child grows from newborn to toddler, you can help teach them awake times with personalised time-to-rise settings. Via the Maxi-Cosi Connected Home app, you can control, programme and adjust music, light and colour brightness and create your own sensory nursery scenes for a more personalised touch. For added functionality, pair with the Maxi-Cosi See Baby Monitor (sold separately) to set up your own routine. With this, you can set the Soothe Light & Sound to automatically turn on when the monitor senses your baby is awake.
www.maxi-cosi.co.uk
Effortless with e-power
The e-Gazelle S pushchair is an upgraded version of the CYBEX Gazelle S pushchair.
The main di erence being this pushchair is e-powered! This means you can e ortlessly glide up the steepest hills and over rough terrain all easily controlled by a built-in lever.
The pushchair also boasts a built-in automatic rocking function to help soothe baby to sleep at the push of a button integrated into the handlebar.
The e-Gazelle S is created to help make parents lives easier and to meet every family’s needs as it’s a single to DOUBLE pushchair - whether you’re welcoming your rst child, having double the fun with twins or entertaining siblings everyone is sure to nd their perfect set-up with the e-Gazelle S as it has over 20 possible con gurations!
www.cybex-online.com
Peace of mind
Owlet is rede ning peace of mind for modern parents with its award-winning, health-focused technology.
The Owlet Dream Sock tracks a baby’s pulse rate, oxygen levels, and sleep patterns, sending real-time insights to parents’ smartphones.
Paired with the Owlet Cam 2, which provides HD video and audio, the Owlet Dream Duo o ers a complete picture of baby’s well-being - whether you’re in the next room or away from home.
Better together, these products provide reassurance and con dence during the early months of parenthood. With its innovative approach to connected care, Owlet continues to set the standard in smart baby monitoring.
For more info on the Owlet range contact the below.
sales@cheekyrascals.co.uk
www.cheekyrascals.co.uk
Technically clean
The Clean 3-in-1 Air Puri er from Maxi-Cosi keeps little one’s environment fresh and calm.
Part of the Connected Home range, it combines air ltration, ambient lighting, and sound to support restful sleep. Equipped with high-performance HEPA 13 ltration, it captures 99.97% of dust, pollen, and airborne particles, ensuring clean air day and night.
Designed to t seamlessly into modern interiors, it also has a soothing night light and four calming sounds help create a peaceful nursery atmosphere. It pairs e ortlessly with the Maxi-Cosi Connected Home app, allowing you to adjust settings from anywhere.
For added convenience, you can even control it with commands via Alexa or Google Assistant.
www.maxi-cosi.co.uk
Sew Much More
Find out how Brother embroidery machines can help your business bloom
There’s never been a better time in the UK to o er personalisation. From personalised baby gifts to memory bears crafted from cherished garments, the demand for unique, heartfelt items continues to rise and many retailers are reaping the rewards by o ering this service. Tapping into personalisation can really give your business a serious boost. With the right tools, like Brother’s embroidery machines, the possibilities are endless.
The UK’s love a air with handmade goods is thriving. The craft industry now contributes over £3 billion annually to the economy, while the dolls and stu ed toys market alone was worth over £800 million in 2024, with projections of 4% growth each year through to 2028. That’s a whole lot of cuddly toys and an equally big opportunity for businesses to stand out with a bespoke, embroidered twist.
Personalised products are leading the charge in consumer spending. Research shows that sales in this category are set to increase by £700 million (between 2022 and 2027). Consumers aren’t just interested in uniqueness — they’re willing to pay for it, with one in ve stating they’d spend at least 20% more on a customised item. Whether it’s a baby blanket with a name delicately stitched across the corner, or a plush bunny bearing a birthday message, these small touches carry emotional weight that mass-produced items simply can’t replicate.
That’s where Brother’s innovative range of embroidery machines comes in. Built on more than 100 years of expertise, Brother has long been the go-to brand for hobbyists and professional creators alike. With their semi-pro lineup — including the single-needle PR1, six-needle PR680W, and powerhouse 10-needle PR1055X — Brother is helping makers bring personalisation to life quickly, beautifully, and e ciently.
One area seeing particular interest was seen in 2024 with the rise of “memory bears” -soft toys crafted from clothing provided by clients. These keepsakes are often used to preserve a moment in time, like an infant’s rst comfort blanket through to baby clothing and a child’s rst school uniform. A simple embroidered name or date transforms these cuddly creations into meaningful heirlooms, turning emotional connection into loyal customers.
The beauty of Brother machines is their accessibility and e ciency. Each model is loaded with fonts, motifs, and monogramming options right out of the box, allowing you to start creating straight away. On average, users master the basics in just 1.5 hours — so there’s no lengthy learning curve keeping you from getting to work. Add Brother’s PE Design software and the user-friendly Artspira app, and you’ll have the freedom to digitise and create your own designs with ease.
With customer expectations higher than ever, especially in a world driven by next-day delivery, having an in-house embroidery capability gives your business an edge. Speed, exibility, and the ability to customise on demand make you a one-stop shop your customers will return to time and again. It’s not just about making products, but building relationships, trust, and brand loyalty.
Personalised children’s items in particular are booming. Whether it’s a newborn onesie stitched with a family nickname or a plush animal embroidered with a birthday wish, these custom touches resonate with buyers who want gifts that are both beautiful and meaningful. Many of these items will become treasured keepsakes, passed down through generations. For businesses, that means not only increased revenue, but also a place in someone’s most cherished memories.
So what sets Brother apart from other embroidery brands? It’s not just their heritage or innovation — though both are impressive. It’s the reliability and quality that keeps businesses coming back. Each stitch tells a story of dedication, craftsmanship, and care. For creatives looking to grow their business, diversify their o erings, and keep up with demand, Brother’s machines are more than just a tool — they’re a gateway to possibility.
Ready to stitch your way into a new chapter of success? Explore Brother’s semi-pro embroidery range and discover how personalisation can transform your business.
Personalised children’s items in particular are booming. Whether it’s a newborn onesie stitched with a family nickname or a plush animal embroidered with a birthday wish, these custom touches resonate with buyers who want gifts that are both beautiful and meaningful.
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.
At 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
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-
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.
Christy Foster, Managing Director
Nursery Today & Christmas Industries golf day
Tuesday 1st July at Puckrup Hall
With 5 trophies up for winning, plus nearest the pin in one and two plus the longest drive Our golf day is a fun golf day for all golfers good or very average (that’s me) Ladies are also most welcome The morning nine hole Texas Scramble begins the day, followed by lunch, The afternoon round includes the team four-ball Babystyle trophy – a handsome trophy held for a year by the winning team and won last year by Red Kite JMDA supply the trophy for our Yellow Ball competition won by Red Kite For the less gifted golfers we also have a cup for the 24-28 handicap golfers
A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome. Any team/player NOT staying for the presentation will not receive any prizes they might have won hand they stayed.
Cost £110
Feeling plush
Plush and soft toys for babies have become a beloved staple among parents, family, and friends not just as comforting companions, but as meaningful gifts that last a lifetime.
The popularity in soft and plush toys lies in their dual appeal: they o er gentle, tactile comfort for infants while they can also serve as charming nursery decor.
Whether it’s a classic teddy bear or a whimsical animal plush, these toys often become treasured keepsakes, tied to a child’s earliest memories. Grandparents, family member and friends especially favour them as sentimental presents, knowing they’re likely to be cherished well beyond infancy.
In today’s trend-conscious parenting culture, soft toys are also chosen to complement nursery themes, adding warmth and personality to a baby’s space. For retailers, plush toys represent not just a product, but a storytelling opportunity - combining emotional value with aesthetic appeal, and a proven popularity that ensures repeat purchasing.
From first play to everyday comfort
Thoughtfully crafted for tiny explorers, the BIBS Baby Rattle Kangaroo features soft textures, a gentle bell, and crinkly ears - designed to engage and delight.
Standing animals for every nursery
CuddleCo unveils its new collection of standing animals, featuring adorable gira es and unicorns!
The gira es come in three sizes (small, medium & tall) with realistic markings, making them the perfect addition to any nursery or home. CuddleCo’s unicorns, Rainbow and Gold Dust, are Designed by kids, for kids; these whimsical creatures bring a magical touch to any nursery or playroom. These delightful statement pieces add personality, fun, and a dash of enchantment to any space, making them a perfect t for children’s rooms.
sales@cuddleco.co.uk www.cuddleco.co.uk
It’s a natural entry point for retailers looking to build thoughtful baby assortments. But the true anchor of the BIBS universe is their globally loved dummy range - a staple in modern nurseries, combining safety, functionality, and timeless Scandinavian aesthetics.
From sensory stimulation to soothing comfort, their products are made to support early development with style. For stockists, it’s not just about one item, it’s about o ering beautifully cohesive essentials parents return for. www.bibsworld.com
Packed with features to explore
The Ravensburger Play+ infant and toddler range introduces a wealth of plush friends that are packed with developmental play. The collection which brings together over 30 toys and books includes a selection of activity plush toys o ering a range of price points. Among them, the Shake & Chirp Bird, a handy take-along toy made with supersoft plush and featuring a tactile, real wood loop.
Full of details to explore, baby will love activating the fun chirping noises when the birdie is played with. The colourful fabrics, ribbons and textures o er lots for infants to discover and the toy is complete with a loop ensuring the toy is easily attached to pushchair. www.ravensburger.co.uk
Fun play activity
Tummy Time Rollers
Woodland Walk and Rose & Ivy available from Red Kite.
The new Tummy Time rollers are lled with lots of fun play activities whilst baby will be learning vital skills. Encouraging babies to be on their tummy will help develop back and neck strength and support their necks.
The soft rounded nish is perfect to help little ones when propped up while also o ering lots of sensory and tactile fabrics for them to discover. The Tummy Time Rollers are suitable from birth and o er a great gift idea.
www.redkitebaby.co.uk
Comforting cuddles
In the world of nursery gifts and toys, Rainbow Designs o ers newborns and infants an abundance of comfort, cuddles and sensory joy with their adorable and best-selling licensed ranges of plush toys, from Peter Rabbit and Paddington to Harry Potter and Disney’s Dumbo, these collections are all bursting with beautiful high quality cuddly toys for little ones.
Enchanting the nursery world is Rainbow’s Harry Potter collection, a whimsical range of nursery toys and gifts that brings the beloved Wizarding World to the youngest of Harry Potter fans. From The Stars of Hogwarts My First Soft Toys to Ring Rattles, Comforters, and Activity Toys, this spellbinding range features the young wizard, Harry Potter, the wise Snowy Owl, Hedwig, and the everendearing Dobby the house elf. Starting House alliances early, the collection also includes comfort blankets representing all four Hogwarts Houses— Gry ndor, Slytherin, Hu epu , and Ravenclaw! New additions swooping in this year to join the magical range, include a Hogwarts Express Soft Book and a delightful Harry Potter Activity Cube.
The ever-popular Disney Baby Lion King collection featuring the adorable Simba, continues to grow in popularity with little fans of The Lion King, and includes the super cuddly My First Simba Activity Soft Toy, Comfort Blanket, and Ring Rattle. The Simba Sensory Play Mat—with its peek-a-boo ap and baby-safe mirror—is a jungle of sensory stimulation, perfect for tummy time adventures and interactive play.
Arriving this autumn, is the new Disney Baby Dumbo collection, featuring the most adorable Dumbo Comforter and Ring Rattle, alongside a cute Dumbo Activity Soft Toy with developmental features to engage babies’ senses and encourage sensory play.
There are so many adorable characters ranges to choose from at Rainbow including best-selling classics; Disney’s Winnie the Pooh Hundred Acre Wood, Paddington for Baby, and Peter Rabbit Once Upon a Time and Signature collections.
TEL: 01329 227300
www.rainbowdesign.co.uk
Your Family, Your Bottle
No two families are the same, so why should their bottles be?
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
ENGLAND NURSERY TODAY
GERMANY BABY & JUNIOR
NETHERLANDS BABYWERELD
NORWAY BABY, HOBBY & LEKETØY
POLAND BRANŻA DZIECIĘCA
SPAIN PUERICULTURA MARKET
SWEDEN LEK & BABYREVYN
BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com
Pumping profit
Breast pumps have become an essential tool for breastfeeding mothers, o ering exibility, 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 e ciency, remain a popular choice, especially among working mothers. Meanwhile, manual pumps are praised for their simplicity, a ordability, 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 t 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 o ering 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?
Anytime, anywhere!
The original Haakaa Silicone Pump (Gen. 1) is the world’s rst 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 e ective pumping experience! The one-piece design with no joints, cracks or edges for bacteria to harbour and easy to use and clean. www.haakaa.uk
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 ve 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 exibility and freedom without compromising on e ciency.
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 a ordable 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 o ers all the features of our award-winning original Wearable Pump, plus additional new technologies designed for convenience. Infrared technology monitors milk ow 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 o ers accessibility for visually impaired users. This is wrapped up in a compact design that ts 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 ddling 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 exibility 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 nd a moment to herself, a wearable pump allows Mum to express milk discreetly whenever and wherever they want.
Technology is a major di erentiator in this category. How is your brand leveraging smart features like app integration, customisable settings, and battery e ciency to enhance the user experience? 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 o er 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 ow 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 o ers accessibility for visually impaired users.
For nursery retailers, what are the key bene ts 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 t 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 sta and customers on how wearable pumps can ease the return to work or support mental wellbeing can make all the di erence in-store or online.
Fraupow Launches New Viva Pro Wearable Breast Pump
UK breastfeeding brand Fraupow are expanding their award-winning range with the launch of a new premium wearable breast pump - the Viva Pro Wearable Pump. This will sit alongside Fraupow’s popular original Wearable Pump, as a premium offering for those customers who are looking for the latest features to support their breastfeeding journey, and are willing to pay a bit more for them.
The intelligent Viva Pro Pump uses infrared technology to monitor how much milk has been pumped and respond to flow by stopping when the milk collector is almost full, preventing overspill. There is also an accessible Voice Assist feature, switch it on and the pump becomes an audio pumping assistant, with 24 different prompts that provide feedback on the pumping mode and intensity level, and allow users to navigate the menu without ever having to look down at the pump.
Fraupow are determined to be inclusive of all body types, so the Viva Pro Pump offers the widest size range yet with 13 different options! Each pump comes comes with a 24mm shield which is permanent fixture of the pump and then included in the box are two extra inserts if needed. Fraupow chose to include the most popular sizes - 19mm and 21mm,and an extended range of 10 other sizes of insert are available to purchase separately for a perfect fit. orders@fraupow.com | www.fraupow.com
Perfect breast feeding accessory
The Mother&Baby Organic Cotton Feeding and Infant Support Pillow is an essential postpartum accessory for both mum and baby. This versatile pillow provides excellent nursing support, gently wrapping around the body to create a safe and comfy space for baby during feedings. Made with a certi ed organic cotton cover, parents can feel assured that their baby’s skin is free from harmful chemicals or dyes. Beyond nursing, the pillow also o ers support for tummy time and helps with sitting as your baby grows and develops. It’s a must-have for both comfort and peace of mind.
sales@cuddleco.co.uk
www.cuddleco.co.uk
NHS trusted supplier
With over 20 years as an NHS-trusted supplier and full WHO Code compliance, Ardo o ers more than just breast pumps, they o er peace of mind.
Ardo’s latest innovations, including the wearable Melia and hands-free, medical-grade Alyssa, support every stage of expressing with comfort, discretion, and exibility. They also o er a hands-free pump set compatible with their classic electric pumps, ensuring no mum, or pump, is left behind.
Backed by expert-led resources and a commitment to informed care, Ardo continues to lead with integrity - making breastfeeding support accessible, adaptable, and empowering for modern families across the UK.
www.ardomedical.co.uk
new!
New baby changing backpack
Red Kite Baby have an expansive range of accessories to help parents on those days out and about with little ones – practicality, comfort and style are always considered with every of our lines. The Red Kite accessories range is always updating, with new additions or revamped versions of the current range. This is now shown with the recent addition of the Baby Changing Backpack.
This fabulous carry bag carries all travel essentionals, whether out and about or on the go, rest assured this bag has it covered and holds all the essentials. Styled in soft padded knitted fabrics give a stylish and luxury feel whilst making sure it delivers on functionality. www.redkitebaby.co.uk
new!
Happii Bear Silicone Goody Pouch
Bring snacks anywhere, anytime with the Happii Bear Silicone Goody Pouch!
Made of 100% food-grade silicone, the Goody Pouch features clear measurement marks and can be used again and again! Use for any homemade or bulk goodies and give yourself the convenience of store-bought food pouches without the plastic nasties or environmental impact. The 170ml capacity is great for little hands and tummies, while the 500ml is perfect for longer trips or bigger appetites. The cross-cut variable flow Silicone Sippy Spout lets children feed themselves at their own pace.
www.haakaa.uk
In reach while on the go
Everything right where you want it, organised just the way you like it. The Nuna stroller organiser tucks all parenting essentials within arm’s reach, attaching to the pushbar for easy access.
From compartments to pockets, the organiser keeps snacks and sips at the ready so you can stroll through your day without missing a beat. Crafted with high-quality materials and fashion-forward functionality, the Nuna stroller organiser is the must have accessory for you everyday essentials.
The stroller organiser is currently available in Caviar. www.nunababy.eu/uk
Coordinated changing
Bébécar offers parents a coordinated range of changing bags and accessories designed to complement its travel systems.
The Carré changing bags are available in a variety of colours to match Bébécar’s fabrics and combine functionality with style. The bags feature internal and external pockets, bottle straps, and a padded changing mat for on-the-go ease. Matching parasols and footmuffs complete the look, while functional add-ons like the secure cup holder and protective rain cover enhance everyday convenience. For growing families, the Roller+ buggy board provides a comfortable ride for older siblings, complete with a safety harness, seat, and handlebar for added support.
For further information contact Phil Bosher, UK Sales Director, Bébécar on the below.
phil.bosher@babycentral.co.uk
Revolutionary Foldable & Portable Potty from Potette
Potette’s latest foldable potty innovation makes training on the go easier than ever before.
new!
Trusted parenting retailer, Cheeky Rascals, is thrilled to launch the totally ingenious Fold’N’Go Potty from Potette –uniquely folding completely at, to just 1cm width. Unlike anything else on the market, the Fold’N’Go Potty is lightweight and space saving, simply popping up ready for use whenever needed, making potty training on the go easier than ever before. Compact and hygienic, the Potette Fold’N’Go Potty is ideal for travel, festivals, summer days out and can even be kept discreetly in a changing bag, buggy basket or car for total convenience (and to be prepped for any emergencies!).
With an easy to clean design, wipeable surface and disposable liners (3 included) it’s a hygienic solution to using the potty when out and about.
Simply hooking under the legs of the potty, the liners are lightly scented and absorb up to 5oz of liquid, which cleverly turns into gel to keep things as hygienic and clean as possible. When finished with, the liners unhook and tie to create an air-tight seal – just as you would dispose of a nappy.
Whether being packed for festivals, camping trips, days out or just to be kept in the car for emergencies, the super affordable Fold’N’Go Potty is a must have for families on the go.
The Potette Fold’N’Go is suitable 15 months and up – up to 50lbs 22kg. www.cheekyrascals.co.uk
Sophistication and style
CYBEX introduces its new COŸA Carrier Bouclé, a perfect blend of sophistication and comfort. Crafted from luxurious Bouclé fabric, known for its soft, cloud-like feel, this carrier self-adapts e ortlessly to t all stages of growth, from newborn to toddler.
The beautiful, quilted material is available in Cream White and Stone Black colours, both featuring distinctive stitching and trim for a re ned touch. The carrier showcases striking buckles and playful embroideries, made to enhance those special bonding moments.
COŸA Carrier Bouclé is stylish and functional, allowing parents to select from various hip-healthy carrying positions that promote the ergonomically correct M posture and spine-supporting C-shape.
In addition, when not used, it easily transforms into a fashionable crossbody bag, bringing flexibility and a touch of elegance to any adventure. www.cybex-online.com
Stylish spacesaving comfort for the nursery
The Clara Mini 2 Piece Nursery Furniture Set perfectly blends luxury and functionality in a compact design, ideal for smaller nurseries. Finished in a soft cashmere tone, this space-saving version of the classic Clara range includes a mini cot bed and open changer. The mini cot bed features three adjustable mattress positions and e ortlessly converts into a toddler day bed, suitable up to ve years. The open changer enhances the sense of space with two shelves for stylish storage and handy side rails for hanging clothes, making it a beautifully practical choice for modern, space-conscious parents.
