Nursery Today May 2022

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Re g ul a r s

News 6 file Retailer Pro 18 apshot Supplier Sn 28 s New Product 48 s aby Product 50 The B Association

Contributors 28

Barking Mad

Pramland’s John Barker is taking a look how nursery retailers can survive these strange times and why a focus on

the team

margins and successes might be key.



Retail Matters

Penny Franks

Online4Baby’s CEO, Christy Foster is looking ahead at the warmer months

Ad Manager

and how to get heard through all the

Christine Contreras

‘white noise’.

Production Director Paul Naish

Production Rick Vickers



Managing Director

Chairman Malcolm Naish

Circulation Robert Thomas

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

Breast Pumps & Accessories




Mark Naish

Lema Publishing Ltd






Changing Bags





To encourage the golfing crème de la crème of the nursery industry, Nursery Today introduces The BabyStyle Trophy. To be a winner be a part of a day of golf and essential networking. The team four-ball has always been closely fought and up until now each team member has received a handsome memento of a great day’s golf.

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/office for one year as proof of their participation in this wonderful sport. MAKE A DATE IN YOUR DIARY Wednesday 29th June, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

For full details contact Malcolm Naish on 01442 289930 or email to book your team’s place.

editor’s letter Instagram: nurserytoday LinkedIn: Nursery Today


elcome to the May issue, where has the year gone so far? As a nation, it’s nearing the time where we will all celebrate the Queens Platinum Jubilee. To celebrate this unprecedented anniversary, events and initiatives will take place during a four day UK bank holiday weekend from Thursday 2nd to Sunday 5th June. Her Majesty The Queen will become the first British Monarch to celebrate a Platinum Jubilee having acceded to the throne on 6th February 1952 when Her Majesty was 25 years old. As a mother, grandmother and great grandmother, Queen Elizabeth II was the first royal baby to be pushed in a Silver Cross carriage pram in 1926, and subsequently also selected the iconic Silver Cross carriage for her own children. Since then, nursery products have notably evolved – I wonder what the product of choice or chassis style would be now for Her Majesty given the wonderful array of products available showing innovation and design. How will you be celebrating? Have you got your bunting ready for your shop windows, will you be highlighting British products? I would love to see images – why not pop them over to me: This month we take a look at a variety of product categories, starting with our Breast Pumps feature. Looking for strollers? Simply turn to page 30 to check out a great product selection available now to order.

Although much has been done in the UK to highlight the benefits of breastfeeding, there hasn’t been any official data released for a number of years and a national survey is perhaps long overdue, with the last being conducted in 2010. However, that said, for those who do opt to breastfeed, there is a clear need to express milk for a number of reasons and this is where good breast pumps come into their own. Since the first patent of a breast pump in 1854, this product sector has certainly come a long way! You can check out a number of great product solutions that are all available to order now starting over on page 20. You will also find our Stroller feature starting over on page 30. With the wheeled goods sector continuing to be buoyant, the purchase of a second pushchair/stroller is a great category to enable retailers to continue to engage with customers. Although a stroller might have been previously categorised as a pushchair that was lightweight, perhaps an umbrella fold with little features, this sector has evolved, with the introduction of compact folds and consumers wanting similar features that are offered by their first set of wheels. We also shine the light this month on Plush products (page 40), Changing Bags (Page 44) and Tech (page 46). Over on page 50 The Baby Products Association explains why now is the time to join our industry trade association. For some business owners, joining an industry trade association may seem like an unnecessary expense; but the majority will soon reap the benefits, not just in cost savings with service providers and attending trade events at membership rates, but also gain access to knowledge, invaluable support and importantly, enhancing your reputation at a personal and business level. You can also find more information by visiting their website: Soon it will also be time for the Nursery Today Annual Golf Day. If you are a keen golfer, then this is the one for you - or perhaps you are looking to take it up as a new hobby… in which case, why not join the fun of the day – everyone is welcome no matter your level of ability (and of course there’s always the 19th hole to look forward to!). The Nursery Today golf day will be held on the 29th June at Puckrup Hall. As well as the Nursery Today individual Stableford trophy, the BabyStyle four-ball trophy is also up for grabs. This is the only golf day for the nursery trade and has always been a great occasion. Featuring a morning nine hole Texas Scramble followed by lunch and then

the afternoon four-ball competition. This is followed by a great barbeque and the presentation of trophies. Contact Malcolm Naish for full details on On a final note, I would like to take this opportunity to congratulate Cybex. The Cybex team are full of celebrations as they have recently achieved the highest safety score from ADAC for their innovative forward-facing Anoris T i-Size car seat. The Anoria T i-Size, with an integrated full-body airbag achieved in the category “Kleinkind plus Kind” an unprecedented overall score of 1.5 as well as a top score of 0.9 in crash safety and 1.2 in the overall category “safety”. The test results illustrate the advantages of this new airbag technology with the CYBEX Anoris T i-Size demonstrating a better performance even compared to conventional rear-facing seats.

Breast Pumps are a great category for Nursery Retailers. We highlight a number of products that assist breastfeeding mums to easily express milk.

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Sponsored by

Alami International

Influencer Olivia Bowen selects Gaia Baby for the Nursery Olivia Bowen recently gave a sneak peek into her beautiful safari-themed, gender-neutral nursery. Olivia, who is a successful influencer with over 3.8 million followers across her Instagram accounts, chose the Serena Rocking & Nursing Chair along with a matching footstool from Gaia Baby that compliments the soft muted tones in the nursery. The chair is available in 4 more contemporary colours with matching footstools. Ergonomically designed with lower armrests and a removable cushion for added lumbar support, this chair offers an extra-wide seat for endless cuddles and bedtime stories.

Contact to become a stockist today!

Liverpool launch off to triumphant start The Baby & Toddler Show organisers have just wrapped up their fourth live consumer show this year, with exhibitors reporting record sales and high footfall in Bristol, Manchester, Greater London and Glasgow. Don’t miss the opportunity to get involved with their Liverpool launch show on 28-29 May. Their visitor promotion campaigns are well underway and are highlighting the demand for the first Baby & Toddler Show in the area. Reap the benefits of high volume direct sales, sampling and promotion to an untapped audience of new and expectant parents. But be quick – stand space is becoming limited. Email ellie@ for further information.

focussed on FIFA 2022 Alami International is proud to be an official FIFA World Cup 2022 apparel distributor across Europe and Africa. The FIFA World Cup 2022 is scheduled to take place in Qatar from 21 November to 18 December 2022. Alami is currently a distributor for a large number of nursery brands, however, this is their first venture into distributing licensed clothing. Alami was strategically chosen by the global licensee to cover two large regions due to its history and success with working in the nursery sector across both continents. “We approached Alami to distribute FIFA World Cup 2022 nursery apparel due their large footprint across Europe and Africa. We are delighted they partnered with us, and we can already see the benefits of working with them due to their ability to reach each corner of Africa and key accounts in Europe. We have also extended the offering to Alami for them to distribute all ages of clothing for all 32 countries who will qualify for the World Cup (adult, kids, toddlers and babies). As this will be a long‐term partnership, we look forward to a successful World Cup 2022 campaign and future tournaments that we will partner again with Alami”, commented Ian Peace, Outerstuff EMEA Sales Director representing the global licensee for the FIFA apparel brand. “A new step into licensed apparel is very exciting for us. With England having done so well in the last couple of tournaments, excitement is building for this year’s World Cup and so it was the right opportunity to partner with Outerstuff for distributing official FIFA apparel. Our main focus has been nursery clothing as it sits well with the other nursery brands that we currently distribute, but given our success so far, we are excited about covering all age ranges. Especially as we have a strong footprint in key areas of Africa, we were able to leverage this to good effect with introducing this year licensed clothing to our retailers and wholesalers. “There are more exciting announcements coming up in the licensed clothing space from Alami but for now, our focus is on this year’s World Cup”, commented Shai Vora, Alami’s Sales Manager. If you are interested to know or how you can stock licensed clothing for this year’s FIFA World Cup, please contact Shai Vora,

Rockit is honoured with two Queen’s Awards for Enterprise

Bristol based N2M Ltd, which trades as Rockit is one of only seven companies in the UK to achieve two Queen’s Awards for Enterprise in 2022. Rockit has been recognised for its excellence in both international trade and also innovation. Rockit inventor and co-founder Dr. Nick Webb said “I invented our first product to help my own daughter to sleep when her pram stopped moving. All our products including the Rockit stroller rocker have innovation at their core and are now sold all over the world, so it is particularly satisfying to win both the innovation and international trade awards.” Rockit designs, manufactures and markets sleep aid devices for babies and toddlers. They launched their leading product, the game-changing Rockit portable baby rocker in 2017 and have achieved exceptional success both in the UK and in international trade with sales to over 40 countries. 6

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A Little Green… Dream The Little Green Sheep is a brand passionate that every baby should sleep in a naturally safe space, and its multi award winning range of Moses baskets, currently featuring on a hit BBC drama and spotted with the likes of Spencer Matthews and Harry Judd, does just that! Beautifully crafted with natural materials, the stunning Moses basket provides a super snug environment for baby to snooze from day dot, up to four months. Lovingly woven from natural palm leaf, the baskets are strong, durable, and breathable for precious new arrivals. The material is also extremely lightweight, so the basket can be easily moved around the house to keep baby close by. Thanks to the fact they are effortlessly stylish, with warm, calming tones, they also look perfectly placed anywhere in the home too! For a truly classic look the organic Natural Knitted Moses Basket chosen by Vogue Williams and Spencer Matthews, is ideal and promises all the cosy vibes. Available in linen, grey, white and honey, the beautiful cable knit will be perfectly placed in any traditional interior. For retail enquiries, please contact 01789 734022 or email

Sponsored by


The ‘Fab’ Four – Introducing Retail100 Turning traditional consulting on its head! It is very rarely that four people with a combined buying and merchandising knowledge from working for a major retail group come together to offer their 100 years of experience to both suppliers and retail buyers to aid them in their working practices. Turning traditional consulting on its head by working collaboratively with clients, together they will work to drive sustainable and profitable growth for the brands that they engage with. The Major that all four worked with for so many years was John Lewis and their belief is that there is a better way to do business by forming a bespoke solution to fit client’s business needs.

customer, brand, on-line and sustainability. This also includes private label product development, licensing, critical path management and innovation. They are already working with a number of clients and would welcome hearing from interested parties. Please take a look at their website www. and you can contact them directly at:

The ‘fab four’ are:

Elaine Hooper Anna Berry Neil Amer Sara Allbright During their work with John Lewis the categories that they covered were toys, gifts, homeware, tableware, glassware, Cookshop, seasonal & beauty. Over many years working in most of the above product categories, many would consider The John Lewis Partnership as a major business partner, therefore the ‘fab four’s’ knowledge of buying and merchandising should be of huge help to both the supplier and retailer. With a hands-on approach their aim is to provide professional guidance to clients both large and small. They realise that one size does not fit all and that every solution is handcrafted and uniquely tailored to each different case. Retail100 are able to cover business planning, assortment review, sourcing,

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Sponsored by

New distribution

partner for Orchard Toys

Orchard Toys appoints Kayes of Cardiff as its Exclusive Distribution Partner to the Independent Toy Sector covering England and Wales and Scotland. Under the terms of the partnership, Kayes will carry the entire Orchard Toys product portfolio; and independent retailers will continue to be able to order split pack quantities of Orchard Toys games and jigsaws, and benefit from the same pricing they currently receive. Additionally, it will benefit many small independents who have a lower minimum order quantity. Customers who will be moving across to Kayes have been notified. Simon Newbery, Managing Director at Orchard Toys, says: “By supplying through Kayes we ensure we can protect our price points with the independent sector, and not pass on price increases. The past two years has presented a number of challenges for the industry but has also provided us the opportunity to review our business and operational practices. We’re excited to be entering this new partnership with Kayes, as they seamlessly take on this part of our operation” For independent sales enquiries please contact:

Skincare brand Toddle gains momentum after securing Dragon’s backing After their recent appearance on BBC’s Dragon’s Den in March, Toddle are going from strength to strength. Toddle’s founder Hannah Saunders kept her cool during her recent appearance on Dragon’s Den securing the backing of not one, but two Dragons – Deborah Meaden and Steven Bartlett. With the force of Deborah’s knowledge of sustainability and eco-friendly credentials and the backing of social media giant Steven, will there be anything stopping the fantastic future for Hannah and her business? Toddle is known as an innovative skincare brand, offering products that are vegan friendly and considerate to the planet, including their award-winning probiotic hand gel, which cleverly works by leaving good bacteria on the hands, helping support the natural immune system. To view other great products within their range visit:

A Stroller that

Shines NION PR hosted a UK press launch for the soon to be launched THULE Shine Stroller. A host of top UK press, stakeholders and celebrities were invited to have a first look and experience the THULE Shine in person. The purpose of this event was to build brand loyalty within existing and new parenting media and social community and promote the new city stroller for parents on the go. The press and Influencers were able to test the stroller, speak with the THULE team about the collection and discuss future collaborations as well as enjoying delicious food. The event had 80 guests including babies in attendance and was held at East Apartments, Soho House The Strand, London. The event was in partnership with Fuse Communications, which hosted the SS press day at the same location.

Medela Launches Full Bump to Birth Journey at John Lewis

Breastfeeding brand, Medela, is delighted to announce its essential and expert range of products dedicated to supporting women through pregnancy and breastfeeding has now expanded within major retailer, John Lewis. The brand’s iconic maternity lingerie is now available on the retail giant, alongside their best-selling breast pumps and accessories. This exciting development makes it easier than ever for new mums to get all of their Medela essentials, taking them from bump to birth in a simple click of a button! The supportive apparel range sits alongside Medela’s flagship range of pumps in John Lewis. John Lewis’ buyer said of the expanding collection:”We are so pleased to grow the Little Mix sensation Perrie Edwards chose Northern Nursery Retailer “AdorableTots” for Baby Axels Nursery. Medela collection within John Lewis in stores Little Mix sensation Perrie Edwards and her partner Alex Chamberlain welcomed their gorgeous baby boy Axel and online. The brand is trusted by midwives Oxlade – Chamberlain in August last year and in the lead up to his arrival, Perrie and Alex worked closely with and loved by mums across the country, so we interior designer Bethany Riley Interiors and Adorable Tots to create the most perfect timeless nursery. AdorableTots, well known for their luxurious nursery furniture collections and are delighted to be able to offer mums even more essential items to support them through celebrity clients, were approached by Bethany Riley to help with the nursery their journey into motherhood.” furniture design and installation at the pop star and footballers home. The news follows wider developments for AdorableTots worked alongside Bethany Riley Interiors, as she added touches Medela as the brand also recently announced of French inspired detailing to one of Adorable Tots established furniture ranges that its iconic Solo and Swing Maxi breast and opted for a rustic, worn finish. AdorableTots owner’s Victoria and Conrad said “We are absolutely thrilled and pumps are now available in key retailers Mamas and Papas and Argos, making it even easier for flattered that Perrie and Alex choose us to furnish Baby Axels Nursery. We’re new mums to pick up their breastfeeding sure you’ll agree that the end result is absolutely stunning. Perrie, Alex and Axel essentials. now have the most relaxing, practical and stunning space for them to enjoy in

The perfect ‘mix’ for


the years to come.” 8

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Products subject to change.



It’s easy to see why Sarah Ouellette set up Kindora

Unlocking New Revenue

for Nursery Brands Kindora unlocks hidden capital for premium brands with luxury sustainability at its heart


onsumers globally are adopting a raft of different measures to shop and live more sustainably - from cutting down on single use plastics, buying refurbished tech and shopping for brands with environmentally sustainable values, to limiting their fast fashion purchases. Fashion and luxury brands have been working with premium outlet offerings like the OUTNET and Vestiaire Collective for years, guaranteeing their brand is presented beautifully whilst selling otherwise difficult to sell stock effectively instead of having to dispose of or endlessly warehouse stock. Kindora is leading the way for the nursery industry to play a part in the same lucrative space for luxury baby goods. It’s the UK’s first premium platform for outlet luxury items such as wheeled goods, baby tech and cribs - allowing brands to unlock revenue from returns, open box, overstock and ex demo items whilst safeguarding the brand in a luxury environment. These brands sell their outlet items through Kindora - they may be ex-display retail items or may simply be new products in last season’s colours, and through exclusive partnerships, Kindora offers incredible discounts on new items that are not available elsewhere for parents whilst safeguarding the brand experience. Launched in beta in late 2021 and growing rapidly, Kindora is already driving new revenue worth thousands of pounds for some of the best and most innovative brands in the market. By using consumer data to source stock, Kindora is able to unlock revenue and customer insights for brands who are looking for new ways to grow their market as well as create better


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relationships with secondary customers… and this is just the beginning. Kindora’s next offering later this year will be launching the industry’s first certified pre-owned program for buggies and travel systems (excluding car seats). For decades, second hand baby goods have been sold in marketplaces with no oversight on quality, safety or cleanliness. On top of that, brands have been missing out on potential revenue by playing a part in the resale of their items. Kindora’s proprietary process helps to ensure the best, safest and most wanted items are brought back into the market. Working with industry leading cleaning and service provider, Buggy Pitstop, as well as directly with brands, Kindora will be launching a buyback/ refurbish/resell model to give parents immediate return on original investment whilst ensuring clean, safe and warranty guaranteed top quality pre-owned products to the next buyer. For brands, this creates a new opportunity to share in the revenue and customer data for the second and third buyers of their products by partnering with Kindora on this program. Not to mention creating an immediate way to be more sustainable. For brands, retailers, and stockists who want to work with Kindora the process is simple: the consultative merchandising team will work with you to assess the available stock, offer a purchase price and execute an agreed marketing and merchandising plan. Kindora is working with nursery brands such as Cosatto, Didofy, Roma and JUNIORJONES as well as more in the pipeline joining the platform. Not to mention retailers and other industry players using Kindora to unlock capital in a new way. For the exclusive brand partners, Kindora also

ensures that the products that can’t be sold through main retail methods, don’t go to landfill or sit in warehouses gathering dust, costing brands money for the privilege. Sending perfectly usable products to landfill is something that brands have got into hot water with before. Last year, a Tik Tok user filmed themselves unboxing accessories from fashion brand Coach that appeared to be ‘unusable’ and would have been “deliberately slashed so no one can use it.” The fashion brand has since apologised and announced that it will no longer destroy damaged or “unsaleable” goods returned to its stores - but for the brand who claimed to be sustainable, their reputation has been arguably irrevocably damaged. It’s key that Nursery brands embrace purpose and sustainability and learn from the fashion industry, both in terms of inspiration but also ensuring they don’t make the same mistakes.

For more information head to www. or email Sarah Ouellette

By creating Kindora, founder Sarah Ouellette has tapped into the ongoing trend for conscious consumerism, giving items that would otherwise have gone to landfill a new home and extending the lifespan of premium children’s products. So far, Kindora has saved the equivalent of a million coffee cups in waste in less than 12 months.



– Explore Perfection

Introducing the latest (and smallest) member of the egg Stroller family which launches soon. The team behind the egg brand have always been smitten with the smallest of details. That button; this stitch of fabric, those buckle clasps, the treads on that tyre. It’s the dozens of tiny individual decisions that make their complete finished products so perfect. After all, they always say that everything they do is based on looking after babies, the smallest of people, so every miniscule part is important and makes a difference. When they had the big idea to create another egg Stroller they asked themselves ‘how small can we go?’. There are lots of tiny strollers available though, so they tweaked the question and considered how small they could go without compromising the luxury, convenience and safety that the egg brand offers. The answer turned out to be the eggZ which was revealed at Harrogate last Autumn and received lots of praise from independent retailers who visited the BabyStyle stand. The eggZ development journey started with a focussed review of everything that is loved about the larger egg2 Stroller; such as the easy push and smooth ride, the exquisite tailoring of the fabrics, the curves of the chassis. Then they devoted a lot of attention on maintaining the maximum comfort for the passenger and the ease of use that has become one of egg’s hallmarks, along with that smooth push and ride. The end result oozes that sumptuous egg DNA that new parents’ often fall in love with… A unique curved chassis profile invites the very clever z-fold system that is at the heart of the stroller. A deceptively simple one-hand process using discrete buttons on the hand-stitched handlebar ends with a small freestanding fold. The handlebar area also houses two convenient hooks for hanging a changing backpack. The extendable basket offers great length and depth on such a small stroller and can easily fit everything a parent needs for their next expedition or offers more than enough space to bring back the groceries. Compact puncture free tyres feature a unique egg-shaped tread pattern, with the stroller leaving its mark wherever it goes. Designed for superior handling and the optimum smooth ride, eggZ also benefits from a brake pedal that is flip flop friendly with an extra visual ‘traffic light’ green and red indicator.


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Suitable from birth with a 3 position recline, the eggZ seat offers a cocoon like environment for baby and a sumptuous sit for toddlers up to 22kg with its soft-touch fabrics and deep padding. A simple one-touch handle recline makes life much easier than the strap recline systems you usually find on other strollers, and a parent’s ease of use is pushed to the max with BabyStyle’s ingenious magnetic buckle system on the harness, a feature that parents are really appreciating. The seat canopy features a ‘hidden’ ventilation net, which can also be used as a viewing window, and is easily extended to offer large coverage with UPF 50+ sun protection. eggZ will be available in Quartz, Feather, Just Black and our new colourway Seagrass. The egg2 luxury fur seat liner accessory and egg changing backpack are compatible with the eggZ – which retails at £399. For more information or to place an order you can contact your usual egg representative.

Connected Home Introducing the new Maxi-Cosi Connected Home range - a stylish group of smart, sensory products that connect via one simple, easy-to-use app. The range consists of the Breathe Humidifier, the See Baby Monitor, the Soothe Light & Sound and the Glow Crib Light. Smart technology designed to comfort, soothe and watch over baby and give parents peace of mind. Each of these smart products is packed with automated routines and personalised features to be adapted and programmed to suit each families lifestyle. A range of smart sensors enable our Connected Home range to work in full autonomy. For example, when the Breathe Humidifier detects the humidity level of the room is too low, it will automatically turn on. The Connected Home app allows users to stay close to their baby 24/7, giving reassurance that their little one is safe, happy and calm. Designed to complement the modern home, each of our new Connected Home products feature sleek lines and a soft, natural style. Find out more




The Soothe Light & Sound creates the perfect sensory experience for a calm, relaxed nursery.

Thanks to the Breathe Humidifier, parents can ensure their babies nursery is always at the perfect humidity for a blissful sleep. Users can switch it on from anywhere via the Connected Home app to get the nursery ready before bedtime. A range of smart sensors enable the Breathe Humidifier to operate fully in Auto Mode, or if users prefer, they can adjust the humidity, mist levels and timers as they go.

Users can personalise baby’s sleep routines with soothing lights, sounds and sleep-inducing lullabies. Parents can begin with calming lights and sounds for their newborn, and as their little one grows from newborn to toddler, they can help teach them when to get up with personalised timeto-rise settings. Via the app, users can control, programme and adjust music, light and colour brightness and create their own sensorial nursery scenes. Parents can choose from over 20 music tracks and soothing sounds combined with a full spectrum of calming colours to help soothe their little one into a peaceful sleep.

The Breathe Humidifier can also be used as an essential oil diffuser for a scented, relaxing snooze. With a generous 3.8 litre tank capacity, the Breathe Humidifier can run uninterrupted for 24 hours. When water levels are low, parents will be alerted on their phone via the Connected Home app. RRP £89.99

RRP £69.99

See With the See Baby Monitor connected to their phone, parents will have peace of mind that their baby is safe and sleeping comfortably. Parents can keep a close eye on their little one at any time thanks to day and night vision, and never miss a moment or a smile with 1080p HD live streaming and remote-controlled pan, tilt and zoom. Safe and secure, streaming data is fully encrypted so family moments remain private. Users can relax knowing they will be notified of any movement, sound, temperature or humidity changes via the app.

Glow The Glow Crib Light gives parents peace of mind that their baby can continue to sleep undisturbed when checked on throughout the night. A smart motion detector turns soft lights on when parents approach the cot, and automatically dims when they leave the nursery. Via the Connected Home app, parents can personalise settings to control distance, timers, schedules, light colour and brightness. RRP £34.99

For peace of mind, parents can programme a variety of comforting lullabies or soothing white noises to comfort their little one. RRP £89.99

The Maxi-Cosi Connected Home collection is available from May 2022. To find out more, contact your sales representative at



Total treasure

From left: Sally, Lisa & Jayne

Little Treasures have been operating from their independent store located in Abergavenny for more than 16 years. Nursery Today caught up with owner, Jayne Balmond to find out more

Can you tell us a little about Little Treasures Baby Shop and the inspiration behind opening your doors?

product areas. Wheeled goods take up the largest of these.

Like many baby shops, Little Treasures started life buying and selling secondhand products. It was the perfect fit being a new mum (although little did I realise what I’d let myself in for!). That was 16 years ago. Gradually the second-hand was phased out and now we have around 45 prams and pushchairs on display along with car seats, a nursery furniture showroom and everything you could possibly need for your baby!

Our website is currently under review, but it will primarily be a shop window to showcase what we have in-store, only selling those products we can drop-ship (and able to price match of course).

What would you say was your largest challenge since opening? Trying to balance running a business with being a new mum was the biggest challenge initially, who knew this wasn’t going to be a 9-to-5 job eh! Now it’s the ‘Price Wars’, it seems like making as much profit as possible has seriously gone out of fashion.

And what has been your biggest success? Little Treasures has an amazing team that I’m super proud of! The girls are always keen to learn about new products and continually deliver award-winning customer service. My Mum as an integral part of the team, she has stuck with me riding the highs and enduring the lows whilst coordinating a lot of behind the scenes stuff for us.

What type of floor space do you operate from and how do you manage this? Our shopfloor area is approx. 2000 sq ft and clearly sectioned into different 18

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Do you operate online and if so, how does this compliment your business?

What about social media, are you active and also operate across these platforms? How important is this to your business? We use Facebook and Instagram, they’re hugely important to our business however I’m getting older and our customer base is getting younger, so learning how to engage on social media is getting harder. And although I’m not quite a dinosaur yet, a big thanks to Cosatto for their training sessions on this….they are invaluable!

Do your customers have an idea of what they would like prior to contacting you, do you feel they are better informed and educated about nursery products that are available? Some of them do, they’ve done all their research online and know what they want (although that does sometimes change when they physically get their hands on it and it wasn’t quite what they were expecting, or they see a different model in-store that they weren’t aware of beforehand). Other customers are completely baffled from looking online and come in with a look of sheer terror on their faces! With Nursery being such an emotive industry how important is

customer service to your business and how do you manage consumer expectations? It’s MASSIVELY important! Every business wants to capitalise on ‘word of mouth’ advertising. We ‘have’ to deliver consistent levels of customer service to be able to do that - the team here is great, the girls are enthusiastic and passionate about what they do and it really shows in their interactions with both customers and suppliers alike.

Have you sourced any interesting products recently that you have added to existing brands that you currently stock? Yes recently we have tried a few new products as suppliers have offered ‘Sale or Return’ which is a great option for us, MyHummy is a good example. Also a free demo sample is extremely useful and gratefully received.

What are the key attributes that you look for when sourcing new products? We all know the next few years are going to be challenging so we’re cautious about committing to new products/brands unless they have a USP or we’re already getting customer enquiries for them.

To those of you who already email regular social media content to us, a big ‘Thank You’ and please don’t stop as they’re fab! However, it does feel like some brands can’t decide whether they want to work with the Indies or not. Whilst some feel the need to sell direct via their own website (and in some cases with

exclusive products/colourways, exclusive promos and/or finance options), there are brands such as BabyStyle who have proved otherwise. With the current pricing issues online, both brands and Indies are acutely aware of the need to support bricks and mortar stores to avoid losing shopfloor presence, or indeed shopfloors full stop, as none of us can afford to have products that we spend time demoing only then lose the sale to a cheaper online deal or suppliers website. I totally understand that brands need to sell off previous stock collections and an online outlet platform for doing that is a great solution, however competing head to head with Indies on current ranges will, I fear, benefit neither party in the long term. Saying that, I’m hopeful that as the pandemic gradually takes a back seat, businesses settle down and have breathing space to assess what’s happening, we’ll be able to find a way forward that works for all of us.

Is there anything more they could offer to assist you? Covid brought about the need to review how businesses operated and customers were very understanding that it was sometimes taking longer to get answers etc. However, in some instances it is still harder, or impossible, to get hold of Service Departments by phone. This means emailing and then waiting for a response which can take a few days, not great when you are stood in front of a faulty product and its unhappy owner wanting an answer as to how we’re going to resolve their

issue. If there is a way to re-open the telephone communication channels for an initial speedier response please, that would be great.

Do you feel that your customers have altered the way they shop and if so, do you feel this is a sign of the future? It has changed and will probably continue to do so. Footfall has dropped off a cliff this year however the turnover is still there for us which is good news. We have always been a destination store but notice now that customers are not visiting as many times as they used to do before placing their order, and they are not coming in with the whole family entourage either. Although a lot more people are shopping online I believe that Wheeled Goods still very much have a place on our shopfloor as most Little Treasures customers want to research online, then touch and feel before they buy (hopefully from us too!).

Are your customers looking for a price-matching service from you? Yes, in fact they often get their phones out and google it whilst stood in-front of us. It has always baffled me how end-users in our industry want to haggle a ‘best price’, you’d think we were selling used cars! Would love to know how this came about. I have

never yet seen anyone haggling the price of an Apple product.

Do you feel that your customers are informed as to which products they need? First time parents are often confuddled following lots of ‘helpful’ advice from friends/family and are looking for some clarity. Most of our customers are happy to take all the information they can from us as there is new research and new products coming to market all the time that they’re possibly not aware of.

Will you be attending any nursery trade shows this year and if so, what benefits to you feel you receive as a business by visiting? We’re already booked in for Harrogate and can’t wait. It was fabulous to have such an inspiring show last October, hopefully it’ll continue to grow year on year. Plus, as much as I love Cologne, I like the notion we’re helping other UK businesses in these tough times with all the hotel rooms, food and the odd beer or two!! #supportlocal

Have you taken on any additional products/brands recently that you feel will perform well for you? We’re looking forward to introducing Inglesina onto the shopfloor in the near future and very excited about the new releases coming from Silver Cross, iCandy, Joie and Cybex plus the AINR Vista2!

Do you feel we have sufficient innovation and new product launches within our industry? Technology is moving increasingly faster, brands are working with different factories to deliver new techniques and specialists/universities to understand how our brains work, whilst successfully putting all of that into new products. We’re excited about some of the new launches due this year and can’t wait to see what the brands have got in the pipeline for the future!

Finally, what do you feel the future

will hold for you? Do you have any plans on the horizon you would like to share with Nursery Today readers? Hopefully another 16 years at Little Treasures, although by then I really will be a Dinosaur! I love this industry and the people in it. Inevitably as a country we are in for a tough few years and I wish all my fellow Indies and Suppliers the very best…..if we work together and stand strong, magic really can happen.

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Image courtesy Lansinoh


yourself Expressing milk is something mums do on a regular basis when choosing to breast feed. Here we find out more.


reast pumps have come a long way since 1854 when the first patent for a breast pump was filed by Orwell Needham in New York. Fortunately, we’ve come a long way since then and now mums can chose from a great selection across a variety of brands to best suit their own needs. Although data in Great Britain isn’t showing an increase in those who choose to breastfeed, there is one thing that is certain, mums who do will also look at ways to express milk for a variety of reasons. These can range from their baby needing extra breastmilk as a ‘top-up feed’ following a breastfeed or to be able to transition to bottle feeding should baby not be feeding well at the breast. Alternatively, it may be that the mother is returning to work or dad might also like to be able to bond with baby during the closenss that sometimes only feeding can provide. Or it simply might be to store milk to enable the parents to be able to leave their baby with a responsible carer. There is also a need to sometimes ‘pump and dump’, which is when mothers will need a good breast pump to enable them to gain relief from excess milk production. Whatever the reason, this is where a good breast pump will certainly be sought and more often than not, researched prior to purchase. With a great choice available – both manual and electric pumps, together with wearable options Nursery Today asked Fraupow’s Managing Director, Sunita Boyes if 20

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she feels there is a notable difference between mums who chose to manually express compared to those who select an electronic pump? “Whether a mum manually pumps or uses an electronic pump is truly personal choice - though electric pumps are recommended for mums who express daily or exclusively.” Said Sunita adding: “Every body is different, every boob is different and every lifestyle is different. Neither option is better than the other, they are just better for different people. Fraupow has both an affordable electronic pump and a manual pump within the range, positioning both at an accessible price point with the clear aim of making either option accessible to all mums.” Medela’s Managing Director, Paul Furlong agrees adding: “Electric pumps definitely help mums and double pumping takes less time. Budget is a key issue for many especially in these times. “Some mums who intend to breastfeed and only pump for social events and emergencies may find a manual pump is enough. There is some evidence that mums often start with a manual pump then invest in an electric pump.” With everyone now living in a digital world, naturally it would be fair to assume that mums will research this category prior to making a purchase and Nursery Today also asked Lansinoh’s UK Marketing Manager, Lisa Craven whether social media plays an important role when expectant

mums are looking at products? “Absolutely.” Said Lisa, adding: “We know that mums turn to reviews and advice when looking for brands and products they can trust, more so over the past couple of years when face-to-face interaction has not been as accessible. “At Lansinoh we make sure to share a large portion of user-generated content on our

channels to showcase how our products are working for real mums.” Whether mums want to pump manually or by way of an electric pump, the key is to ensure you have a solid selection. We highlight a number of pumps that are all available to order now over the following pages.

Paul Furlong Managing Director, Medela UK

Has there been an upswing recently in the number of new mums who are actively choosing to breastfeed? Rates appear to be flat, but the data takes a long time to collate. The market for pumps is also flat which suggests that the rates are the same. Rates below are from 2019, with no official update: Country England Scotland Northern Ireland Wales

Exclusive % 32.8% 31% 21.4% 19%

Mixed % 15.5% 11% 7.2% 7%

Formula % 41.5% 58% 61.9% 50%

Trusted by parents for years

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carefully all feeding & breastfeeding equipment

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Introducing Fraupow - the affordable handsfree breast pump Nursery retailers are finding that with the rising cost of living, Mums are keen to ensure that the products that they buy offer value as well as quality. That is why the Fraupow hands-free breast pump is perfectly positioned to meet the demands of today’s new Mum. Despite matching the competition feature by feature, the Fraupow Pump is affordably priced, saving over £150 compared to the RRP of similar big brand products. By stocking the Fraupow pump retailers can meet their customer at a price point and quality they are comfortable with, and offer them the product that they want and need, helping to ensure sales despite the economic squeeze.

Distributed by Hippychick. Contact the team to find out more by emailing or calling 01278 434440.

Comfort and


Lansinoh’s award-winning and best-selling 2-in-1 Double Electric Breast Pump has been designed for mums who are looking for comfort, flexibility and efficiency when it comes to expressing breastmilk. The lightweight design means that it can be used as a single or double pump and it can either be plugged in or battery operated. The pump has two separate phases which simulate a baby’s natural suction pattern, offering a more natural expression cycle. There is also the option to tailor the pumping style to suit mums’ needs with three different styles to choose from within the expression phase. The pump comes complete with a bottle stand and portable bag meaning it can be used away from home.


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Milk storage made simple

Pippeta have set out to design products that bring ease to your day. Their new premium Milk Storage Bottles designed in the UK, make storing breast milk easier and stylish.

Whats in the box? 2 x 180ml Ash Rose Bottles 2 x 180ml Sea Salt Bottles SUB HEAD OR BOLD: Details Large capacity: 180ml Clear Scale Anti Leak Technology 360 ° no leakage Anti-Negative Pressure Silicone Gasket for easy opening. High Borosilicate Glass BPA Free

Weight : 0.21kg CE Approved Heat resistant up to 600°c Can be connected to most breast pumps. Includes Silicone Sealing Ring. Bottles are refrigerator & freezer safe. Perfect for breast milk storage and food/snack storage. Easy to clean


Best Sellers & Award-Winners

Founded by a breastfeeding mother, Lansinoh® has been dedicated to supporting expectant and new mums for nearly 40 years. Famous for its award-winning HPA® Lanolin Nipple Cream, Lansinoh® offers a comprehensive range of breastfeeding and pumping solutions that are both trusted and recommended by mums across the UK. Lansinoh’s 2-in-1 Double Electric Breast Pump Our award-winning and best-selling 2-in-1 Double Electric Breast Pump is the very best option for mothers who want comfort, flexibility and efficiency when it comes to expressing their breast milk. The lightweight pump can be used as a single or double solution which can either be plugged in or battery operated. Comes complete with a bottle stand and portable bag meaning it can be used away from home.

TheraPearl® Our best-selling breast therapy can be used either hot or cold to give advanced relief for a number of conditions associated with breastfeeding. Flexible and reusable, TheraPearl’s rl’s 3-in-1 Breast Therapy packs are BPA, BPS and latex free, and are conveniently shaped to also fit around a breast pump to encourage let down and promote faster milk flow.

Lansinoh® Silicone Breast Pump The light, portable and simple-to-use design of the Silicone Breast Pump offers mothers a simple way to collect precious ds. breastmilk to store for future feeds. It comes with the added security y of a neck strap and a convenient cap that can be used to keep out dust or as a stand for the base. Alternatively, the base can be secured to a smooth surface with its suction bottom, meaning no more spillages.

For more information, please visit & select 'trade enquiry’



Personal fit

The iconic Swing Maxi from one of the world leading breastfeeding brands, promises double the pumping power with a sleek look and USB charge! Perfect for on the go, the Swing Maxi is lighter and super discreet, whilst the USB charging capabilities enable wire free usage wherever mum may be. Also featuring the iconic oval shaped PersonalFit Flex breast shields that help to find the most comfortable position (whilst adapting to every mum’s unique shape), the Flex technology offers the very best support and is clinically proven to produce 11% more milk!

Wearable breastpump

simplifies breastfeeding

Hands free system Lansinoh’s Silicone Manual Breast Pump is light, portable and simple to use, meaning mums can take it in their handbag or changing bag when away from home. The hands-free system simply fits securely onto the breast creating a natural suction; it offers a simple way to collect precious breastmilk to store for future feeds. The silicone breast pump is suitable for all breast sizes and can hold up to 100ml of breastmilk. It comes with the added security of a neck strap - to ensure that even if the pump is moved or nudged by baby, mum’s breastmilk will be safe - and a convenient cap that can be used to keep out dust or as a stand for the base. Alternatively, the base can be secured to a smooth surface with its suction bottom, meaning no more spillages.


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At Pippeta they know that mums always have plenty to do and sitting down to express milk isn’t always convenient. That’s why their pump bundle makes it possible to pump while on the go. Being small and lightweight, this pump can be worn inside your nursing bra, with no tubes or wires - it’s truly hands free! With a soft silicone cup that fits snug around the breast, a massage setting and 5 pumping levels, the Pippeta pump makes the journey of breastfeeding much easier. Simply remove the cup from the pump and empty into your baby bottles or freezing bags. Quiet, comfortable and easy to clean and assemble, the Pippeta pump takes away the fuss.

What’s in the bundle? 1 x Wearable Hands Free Breast Pump 1 x Manual Milk Collector 1 x Milk Storage Bottles | Box of 4 2 x Boxes Milk Bags |20 per box 1 x Rue & Cole No More Sore Nips Cream 30mg

Award Winning Breast Pumps

supplier snapshot Nursery Today spoke to some of the industry’s finest to find out their thoughts on breastfeeding and the use of breast pumps.

Lisa Craven


Has there been an upswing recently in the number of new mums who are actively choosing to breastfeed? Studies have shown* that breastfeeding amongst new mothers has increased as a result of the Covid-19 pandemic. This increase may be for a variety of reasons, such as breastfeeding improves babies’ chances of remaining healthy and infection free, protecting against a wide range of illnesses including respiratory infections. How can brands assist new mums who are experiencing breastfeeding first time to ease anxiety or worries? At Lansinoh we have been passionate about supporting breastfeeding mums for nearly 40 years, by providing products and advice to help mothers to feed for as long as they wish. We were founded by a breastfeeding mum and many of us who work at Lansinoh are parents ourselves, so we understand some of the common issues mums face during their breastfeeding journey and strive to support them with a strong product portfolio and advice to help them to continue their breastfeeding journey for as long as they wish. We have also recently launched an online live chat service on our website, so mums can speak to registered UK midwives to receive advice and support seven days a week, at every stage of their parenting journey, up to two years postpartum. Does social media play an important role when expectant mums are


Has there been an upswing recently in the number of new mums who are actively choosing to breastfeed? Yes, I do feel we are experiencing this, which can be attributed to better education and normalising breastfeeding. I also feel that with the use of the Pippeta hands free breast pumps it takes away the stigma of being stuck by a wall pumping and mums can have a sense of freedom back. How can brands assist new mums who are experiencing breastfeeding first time to ease anxiety or worries? Breastfeeding and pumping can be hard for many mums causing performance anxiety, whether it’s worries about not being able to pump enough milk or general thoughts of self-doubt. Education is so important. I feel creating an empowering community where mums can gain knowledge from midwifes and each other is really important. Breastfeeding can be a really daunting time for new mums and as brand I feel it’s 26

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looking at products? Absolutely, we know that mums turn to reviews and advice when looking for brands and products they can trust, more so over the past couple of years when face-to-face interaction has not been as accessible. We make sure to share a large portion of user-generated content on our channels to showcase how our products are working for real mums. Is this a product category that continues to experience innovation and a refresh among product ranges? Definitely, in the 40 years that we’ve been supporting mums with breastfeeding we have seen some great innovation within the breast pump space. Our most recent Smartpump 2.0 utilises Bluetooth and smart technology to provide mums with the most convenient way of breastfeeding. The Smartpump 2.0 connects to the Lansinoh Baby app via Bluetooth, to automatically track mum’s pumping sessions. This helps to record a pumping session’s time and length and shows mums their pumping/ feeding information, so they can compare their daily averages and review their feeding routine over time. *News Medical Life Sciences

so important to convey an understanding through the way posts are done. As a new mum/parent there is also many financial strains which is where Pippeta slot into the market creating a whole new community of affordable yet reliable handsfree breast pumps again taking away financial anxiety. Are new mums turning to social media or the internet to find products that help? Absolutely, as the trend of ‘handsfree breast pumps’ evolves I feel that mums are searching for the best options. Here at Pippeta, we aim to provide the best quality, aftercare and service possible. With 26,000 followers, we often collaborate with midwives to offer support to mothers during their breastfeeding journey. Can social media/bloggers/influencers sometimes confuse messages that brands are conveying to the consumer? Media, Bloggers and influencers are a great asset to businesses especially in this industry and generation. I think within the breastfeeding industry it can be an extremely sensitive subject which can often lead a mother to feel discouraged by things such as their milk supply. This is why I see education as such a key part of the business to encourage mothers and understand that everyone’s breastfeeding/pumping journey is different. At Pippeta, we work extremely close with our influencers to ensure correct information is been relayed with the regards the products and breastfeeding knowledge. Do you feel there is a notable difference between mums who chose to manually express compared to those who select an electronic pump? Manual pumps can be time consuming. It has been clinically proven that when overthinking milk supply can be affected. Therefore, we find mums that use the Pippeta electronic pumps helps to take the mums mind of how much they have pumped often leading increased milk production.

Sunita Boyes


Has there been an upswing recently in the number of new mums who are actively choosing to breastfeed? There hasn’t been an official UK-wide infant feeding survey since 2010, so it’s hard to get an accurate picture of breastfeeding rates. However that survey showed increases in the number of Mums initiating breastfeeding, exclusively feeding at six weeks, three, four and six months and mixed feeding at six weeks and six months, compared to the previous survey in 2005. A national survey is long overdue, as according to Unicef the UK has some of the lowest breastfeeding rates in the world. This shows that Mums need better support and for breastfeeding to be made easier as so many struggle. How can brands assist new mums who are experiencing breastfeeding first time to ease anxiety or worries? New mums look to retailers and brands for honest and trustworthy information, both for products and the support to use them which will make breastfeeding easier. As we have large platforms with engaged audiences across our comms channels, we have a duty to use that space to support and inform customers. Fraupow work with healthcare professionals to ensure that we are offering guidance and that that guidance is medically based. We offer a free midwife live chat service on our website, making midwives accessible to any mum who needs help from home. Are wearable pumps growing in popularity? What are the main criteria that you have found mums are looking for when breastfeeding ‘on the go’? Wearable pumps are definitely a growing sub-category. Whereas the market was dominated by one or two high end brands a few years ago, there are now more challenger brands such as Fraupow tempting consumers with their attractive price point and competitive features. The Fraupow Wearable Pump is just as

Paul Furlong


How can brands assist new mums who are experiencing breastfeeding first time to ease anxiety or worries? Education is key followed by support, often small problems can be solved with a bit of expert advice. Are new mums turning to social media or the internet to find products that help? Increasingly, we see increased traffic to our website and users to App Medela family are up 100%. Can social media/ bloggers/influencers sometimes confuse messages that brands are conveying to the consumer? They can but so can mums and other well-wishers. The old saying ‘the plural of anecdote is not data’ really

powerful as leading hospital grade pumps at 280mmHg. Mums value comfort and convenience, they buy a wearable pump as it fits in with their lifestyle and allows them to pump milk without being pinned down by wires or bulky units. Does price play a role when consumers are deliberating on which type of breastpump to select? With the rising cost of living, new parents are looking for ways to get the quality products they need but keep costs down. Any saving helps in the face of the long shopping list that comes with a new baby! The Fraupow Wearable Breast Pump matches the competition feature by feature, but at an RRP over £150 cheaper. This gives retailers the opportunity to offer a wearable pump to a price conscious shopper who otherwise would not purchase one at all. How can brands assist retailers in successfully selling items they stock within this category? Customer service and product training are especially important in this category. Fraupow offer product training to ensure that retailers are fully comfortable and confident with the products, as milking mums don’t have time to mess around and waste precious milk! It’s vital that we get it right first time for our customers, and so we support retailers to support Mums.

applies. Our advice would be to seek out various sources and find which ones you trust. Midwives and lactation consultations are a reliable source of information. Do you feel there is a notable difference between mums who chose to manually express compared to those who select an electronic pump? Electric pumps definitely help mums and double pumping takes less time. Budget is a key issue for many especially in these times. Some mums who intend to breastfeed and only pump for social events and emergencies may find a manual pump is enough. There is some evidence that mums often start with a manual pump then invest in an electric pump. Are wearable pumps growing in popularity? What are the main criteria that you have found mums are looking for when breastfeeding ‘on the go’? Yes they are although pricing remains a challenge for many. Wearable pumps are about 6% of the market in units. Is this a product category that continues to experience innovation and a refresh among product ranges? Most mums go for a traditional pump with mums looking for reliability, ease of use and a quiet pumping experience. There will be more handsfree pumps coming to the market but there is also innovation in storage and warming. Does price play a role when consumers are deliberating on which type of breastpump to select? Absolutely, some mums chose to rent if they are pump dependent (mostly multiples and NICU baby’s). Mums clearly look for pumps on promotions and there is a definite trend to using double pumping. How can brands assist retailers in successfully selling items they stock within this category? Point of sale that educates as well as selling can help as can staff training programs. It is strange to think that the person selling you shoes may well have had more training than some dealing with such an intimate and sensitive area. Getting the right pump and accessories early on can be the difference between success and failure and a satisfying experience for the mum. nursery today


nursery matters JOHN BARKER

Barking Mad Pramland’s John Barker is taking a look how nursery retailers can survive these strange times and why a focus on margins and successes might be key.


nother month has ticked by and another month can be marked up as “odd”. I’ve spoken to a fair few of you and it would appear that we are all facing these strange times. I thought this month I’d forget all about this and look at something that is now more important than ever, margins and how focusing on your successes is the key to trading during these difficult times. When the shop is quiet it’s far too easy to wallow in a pit of depression, instead what you should be doing is looking for the positives. Don’t ask yourself “what am I doing wrong”, ask “what am I doing right” and “how can I implement that success in other areas

of my business so that I can turn that into a win”. Instead of wandering around your shopfloor like a bear with a sore head when the phone hasn’t rung for an hour, or you can’t remember the last time a car pulled into your car park why not take a seat, have a cup of coffee and get a pen and paper out and get scribbling. Look at how you’ve done this week and month. Don’t isolate days, that will only depress you more. Compare the past few weeks and months so you know if your trading trends are stable, increasing or (hopefully not) decreasing. You’ll be amazed at the moment – I was when I looked at the details – the quiet days are the ones we seem to focus on when in reality

Another good deta il to look at is if you are pro fita ble. After all, if you kno w you’re pro fitin g you can rest assu re tha t I bus ines s is a little qui eter it’s not goin g to have as hug e an imp act on the bus ines ses cash flow. 28

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Image source: the end of the end means they were just blips. We’ve seen some truly terrible days over the past few months, but this hasn’t resulted in a decline in turnover at all. Another good detail to look at is if you are profitable. After all, if you know you’re profiting you can rest assure that I business is a little quieter it’s not going to have as huge an impact on the businesses cashflow. Firstly, work out your operating costs. Write down anything you pay out each month / week – rent, rates, utilities, insurances,

wages, accountancy fees – everything. Once you’ve done this break that down into a period of time you’re happy to operate with weekly, monthly or quarterly - it’s your choice. Personally, I like to operate on a weekly basis as that matches how I manage my cashflow. Once you know how much it costs you to simply open your doors during this period it’s time to figure out what you need take each week in order to stand still. This means it’s margins time! As we all know margins in the

nursery industry vary greatly. Some brands give us fantastic margins, others are tight from day one. Some don’t protect pricing which means margins then slip further and others (mentioning no names) seem to just operate on a basis of RRP with everyone and we love this! It’s a balancing act across all your products, don’t be afraid to earn 20% on one product if you’re earning 35% or 40% on another. The simple fact is that you need to estimate what your average margin is. You don’t need to work this out for every product, we only need a good estimate. Try looking at your top 10 lines in each category and averaging them out – this should give you a close average margin for the majority of your takings. I find it simplest to work my margins once I’ve settled my books with the VAT man! I hope you all know how to do this? If not it’s dead easy. Work out VAT payable on the purchase of the item, then work out the VAT payable on the sale of the item. Take the amount paid at purchase (input) from the about payable on sale (output) – this gives you the VAT liability, add this to the purchase price and that’s the actual cost of the item once sold. Divide the Cost by the Sale Price and boom! You have a percentage – this is your margin. So, where next? let’s assume, you average 30% (we all wish LOL) margin – take your operating costs from above

and divide by the margin (for example a margin of 30% means divide by 30), and times the result by 100. The figure you now have is basically what you need to be taking on an average week in order to pay your operating costs and suppliers. Fingers crossed this will reassure you that things are all good. If the figure you are left with looks about right for your average turnover, then you know you are doing a good job. Well done you! Cashflow will mess this simplified calculation up, some weeks every invoice under the sun will be due and others you’ll have nothing to pay. The point is that on an average week you are profiting and that’s amazing! So, you’ve looked at your turnover and realised it’s stable despite a few peaks and troughs. You calculated that on your average week you’re profitable what next? Now it’s time to focus on some brands. Look through your order book, work out where most of your business is going. Don’t think you know the answer to this. You don’t sell everything in your store – staff account for sales too and it doesn’t hurt to do your fact finding. You may discover that furniture accounts for the majority of your turnover or that a particular brand doesn’t see sales from one month to the next. Consider how these anomalies sit in relation to your

If a brand or pro duct accounts for next to no sales how does their area in your store fit? There’s no sense in a brand accounting for 2/3% of your turnover having 15% of your shopfloor. Likewise, if you gave your top performing item more room, added more colours to the display would this increase the revenue generated? business, if a brand or product accounts for next to no sales how does their area in your store fit? There’s no sense in a brand accounting for 2/3% of your turnover having 15% of your shopfloor. Likewise, if you gave your top performing item more room, added more colours to the display would this increase the revenue generated? It may seem like a gamble but taking room off brands and products that underperform in order to increase shopfloor space for your top selling items can result in great returns. Finally, take a look at your social media. Is there any correlation between your posts and your top sellers? Do you find that your better takings days follow more active social media days? These are simple

questions but ones that can affect what you post and when you post it. The end goal is to raise awareness of your store and your offerings, when customers are being more selective of how and when they spend, we, as retailers need to be smarter to ensure they are presented with the sort of posts that will encourage them in to store and more importantly to spend. Numbers are a business’s best friend, they can confirm where things are good and they can highlight where things need to change. But you’ll only benefit from the information they can give you if you take the time to analyse them and do this on a regular basis. We all like to think we know our businesses, but how many of you can hand on heart say they KNOW their business?

Move from car seat to stroller in seconds. Whether you’re traveling by car, train, or plane, Doona is the ideal solution to holidaying with a newborn, ensuring freedom and flexibility. Certified by the US and European authorities for air travel, parents can rest easy in the knowledge that their baby is safe and secure.



Time to take

a stroll Strollers continue to play a crucial role within the wheeled goods category – here we find out more.

Image courtesy of Ergobaby


trollers are an important category within the wheeled goods sector as these are bought as a second pushchair by many mums who are wanting to make the transition from their (often) more bulky travel system. Nursery Today asked Joie’s Head of Product Development, Damon Marriott, that while we are seeing compact folds taking the wheeled sector by storm, what are parents looking for when considering the purchase of a stroller? “Without a doubt, a compact fold is high on the list for parents purchasing a stroller. Often these products are

Do brand names play a strong role within the stroller sector? Parents are heavily swayed by other parent Luisa Svensson advice, so the integrity of the brand also comes into play. If a parent aligns to a brand’s values, they are more likely to recommend, and purchase it. 30

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bought specifically for travelling so having something that saves on space is a massive bonus.” Comments Damon. “Another key consideration is price. A stroller is often a second option to be used when little ones are with grandparents or childminders so parents look for options that give value for money – they definitely don’t want to spend as much on a stroller as they would on a main pushchair.” Graco’s Consumer and Trade Marketing Manager, Luisa Svensson agrees stating: “Strollers are largely a secondary purchase once parents have progressed through the new baby pram stage and are looking for an easy solution for days out. Ease of fold is key, as is minimal storage requirement.” Nursery Today also asked Damon whether there is a clear difference between a stroller and compact fold? “The traditional stroller has always used a fold similar to that of an umbrella and although they tend to be light, they are also long and can be difficult to fit into smaller car boots.” Although times have definitely changed and compact folds are clearly an option that parents are looking at with Damon adding: “The modern, compact fold strollers usually have a flat fold design, making them easier to fit into car boots, although there are

some that feature the 3D fold that allows them to be ultra-compact. “The new compact fold strollers also offer parents an extra level of versatility, often coming with ‘travel system’ capabilities that allow an infant carrier to be connected. Models like the Joie tourist also allow a carrycot to be connected as well, providing an ideal solution for parents who need a light weight, compact solution.” With brands being on trend and keeping up with demand the selection of strollers/pushchairs that is currently on offer are fantastic, but with so much choice available, does this confuse the consumer? We asked Dorel’s Marketing Manager (UKI & DACH) Debbie Wakefield for

When we consider lifestyles, we also asked Luisa if Graco experience a variation in interest in strollers during any particular time of the year? “Traditionally yes, we do experience this and there a few factors to this. Contemporary family life is very busy and parents look for innovations and solutions that adapt to their changing needs. In addition, parents are more style oriented nowadays and look for a price point that will enable them to purchase new strollers more frequently based on the fashions of the season.” Finally we asked Damon what type of benefits can retailers gain by stocking strollers

Is this a wheeled category where parents expect a lower price point in comparison to other wheeled products? Price is definitely a consideration. Parents who are buying strollers will usually have already purchased a main pushchair, and this is just an additional option for occasional use.

Do you feel parents look for similar features that they found in their first set of wheels?

Damon Marriott

These features are absolutely still key factors. Parents looking to purchase strollers still have the same needs as before, they are just looking for the enhanced convivence or space saving that this category offers, so easy access baskets and a product with style is a huge factor in the purchase process. her thoughts. “It can be confusing given that there are so many different options around for pushchairs, but there is a lot of help available both online and instore. A lot of websites now have questionnaires that consumers can take to point them in the right direction to narrow the choices down.” Said Debbie, adding “Retailers also have the expertise across all product ranges and are able to answer questions if a consumer is uncertain of what pushchair will suit their lifestyle and requirements.”

instore? “In some cases, families will purchase a compact stroller at the same time as the main pram as children will be going to nursery, grandparents or childminders from an early age, so having the convenience of a smaller folding stroller is very appealing. Retailers can achieve that extra sale by highlighting that families are likely to need a stroller eventually anyway and having a second option to keep at grandparents or in a partner’s vehicle can certainly make life a lot easier.


Folds in

seconds! Lightweight and compact, the pact from Joie is your new best friend when travelling with a little one.

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

City living

The new Baby Jogger City Sights, one of the most compact 4-wheel modular puschhair

Tel: 01889 808 900

Since 1984, Baby Jogger has created baby gear for parents who want to continue to live life to the fullest and share their adventures with their children. As a compact-folding 4-wheel modular stroller, the Baby Jogger City Sights Stroller is ready for wherever the day takes you. The one-hand fold on this lightweight stroller makes it easy to pack up and store. All-terrain wheels and suspension mean more paths and sidewalks to roam, while the reversible seat lets your child see everything, in any direction, along the way. Vegan leather accents on the adjustable handlebar and included belly bar give it a premium look and feel. Bundles include stroller, carrycot and weathershield.



Goody Plus ReLux is the compact, lightweight and premium stroller from Chicco with clever One-Touch auto-closing and easy opening function. Now made from Eco+ sustainable fabrics including 100% recycled twill and 100% recycled jersey, Goody Plus Relux can be used as a travel system and is compatible with the Chicco Kaily car seat and Soft carrycot. Suitable from birth up to 48 months (22kg), the stroller has a padded backrest that can be adjusted to three different positions, an adjustable five-point safety harness and padded crotch strap for comfort and safety, and lockable front wheels for easy manoeuvrability. Goody Plus ReLux is available in a stylish Black ReLux design with striking gold finishing touches, as well as a removable soft lining which allows easy cleaning. 32

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Falling in love with


Are you ready for a joyful adventure with the new Leclerc Baby by Monnalisa travel stroller? Monnalisa, a high-end childrenswear sector leader, extends its early childhood range, partnering on a new line of strollers for Leclerc Baby. Monnalisa expands its newborn offer - thus far focused mainly on layette and beauty products - with its unmistakable floral pattern appearing on Leclerc Baby’s high-performance strollers. The Monnalisa custom made model is based on the popular Influencer stroller, an ultralight stroller (6.6 kg) with automatic folding button, featuring a removable bumper bar, sun canopy with +50 SPF protection, reclining backrest in three positions, rain cover and cup holder. The collection also includes a matching diaper bag, footmuff and organiser. The new Leclerc Baby by Monnalisa stroller has a pink gold frame, nicely combined with the iconic floral pattern of the brand and is available in three colours: Antique pink, Birch and Black. The Leclerc Baby by Monnalisa collection is now available to pre-order. For any inquiries, please contact Paul Roberts on the below.

Tel: 07817030380

Easy going in 1-2-3.


6.6 kg

tourist™ 3in1 lightweight pushchair Featherlight and self-folding, this 3in1 hardworking helper makes every outing a joy.

For more information and all sale enquiries, please contact Joie on 01889 808 900 or email:


Bébécar Spot Compact Pushchair

The Spot Compact is a lightweight, umbrella-folding pushchair. It includes a chassis, pushchair seat with hood and bumper bar, and raincover. The lie-flat seat is suitable from birth, and the hood is extendable, height adjustable and offers excellent UPF50+ sun protection. It features adjustable two position rear suspension for a smooth and comfortable ride as your baby grows. The closed handle makes the pushchair easy to steer with one hand, and is designed to umbrella-fold. The pushchair is compact when folded, even with the hood and bumper bar attached. Bébécar UK is part of the East Coast Group.

Tel: 01692 408801

Ideal for urban familes Introducing the ultra-compact and lightweight addition to the Maxi-Cosi pushchair range, Lara². Ideal for urban families who are always on the move and need that extra bit of space and convenience, Lara² is suitable from birth to approximately 4 years old (22kg) and weighs just 6.4kg. It has a shoulder strap allowing it to be carried easily, and also boasts an easy one-hand flash fold, meaning it can be opened or collapsed with minimal effort. Not only does it feature three recline positions with lie flat for relaxing naps on the move, it also has two storage baskets so parents will always have everything to hand. Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

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

Tel: 01889 808 900 34

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One second fold for travels near and far

Folding in just one second and with just one hand, the Bugaboo Butterfly is neat, tidy and can even be folded with the footmuff attached too. Thanks to its lightweight, ultra-compact build, the Butterfly can be tucked away almost anywhere, and its sturdy upright design means it stays standing wherever you put it down. When it’s time to unfold, the air unfold technology means all it takes is one quick movement and then gravity does the rest. The Bugaboo Butterfly was designed to be used from 6months to 22kg, making it ideal for parents seeking a second stroller and the roomy seat, multi position recline and five position footrest make it perfect for growing toddlers.

01692 408801

Bébécar UK part of the East Coast Group

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Take time

to explore with My Babiie My Babiie add two great models to their range; the MB03 and MB52 strollers.

The My Babiie Explorer MB03 stroller features leatherette handles and bumper bar for a unique, luxurious look and touch. Premium melange fabrics in three distinct colour ways and packed full of features makes these strollers one you can’t be without. The My Babiie MB52 lightweight stroller is ideal for any trip out with your little one with its large 3 position canopy, fully adjustable seat which can lie flat and included is a newborn insert and footmuff for a cosy ride. Included is a good sized shopping basket and matching changing bag.

The small fold genius CYBEX believe modern parenthood is meant to be full of adventure. That’s why they created the LIBELLE. Perfect for travel, city use and days full of adventure at only 5.9kg the LIBELLE is super lightweight and easy to pick up and carry wherever you go. The ultra-compact LIBELLE can be folded and unfolded in seconds. When folded the LIBELLE fits in the standard carry-on luggage size for airplanes*. The LIBELLE is compatible with the award winning CYBEX infant car seats that can be easily adapted

into a travel system – giving you all the flexibility you need. Older children can comfortably rest in the padded and soft seat with infinite recline and an easily adjustable leg rest The CYBEX LIBELLE is available in six modern colours. Use from six months to approx four years (Max 22kg), and from birth with any CYBEX infant car seat. *It is advisory to check with the airline as regulations vary.

One sweet


Have you checked out tourist from Joie? The compact and lightweight tourist cleverly combines carry cot, infant carrier and forwardfacing seat, all in one sweet ride, giving you a stylish multi tasker that has been carefully crafted to roll smoothly from baby to big kid. Little one can snooze on the go with a recline you can customise while the adjustable leg rest and cushy calf support are ideal for relaxing on the roll. Wriggly toddlers are easy to secure with the clever autoclick magnetic clasps that have you ready to ride in a jiff.

Tel: 01889 808 900 36

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Shaking up the

compact stroller scene

Ergobaby’s latest innovation, the Metro+ stroller has all the comfort of a full-size stroller in an ultra-compact design, making it the ideal fit for parents who do not want to sacrifice comfort for convenience. Alongside previous fan-favourite features, the Metro+ comes packed with a host of new features including an adjustable handlebar, even more cushy padding, near-flat recline, colour-pop sunshades and car seat compatibility - making it the ultra-compact stroller for families on-the-go. Weighing just 7.8 kg and folding with one hand to just 54 cm x 44 cm x 25 cm, the Metro+ is small enough and lightweight enough for families to take anywhere they need to go, while the ergonomic bucket seat and 175 degree near-flat recline make it useable from newborn to toddler with no accessory needed.

The essential stroller

Clic, from Silver Cross, is an essential everyday stroller packed with practical features for parents and babies, including a simple one-second fold.

Suitable from birth, the full lie-flat reclinable seat and cushioned leatherette bumper bar provide optimal comfort on the go. Clic also features a unique quilted seat design and 5-point safety harness. Compact, lightweight and easy-to-use, Clic is small enough to take on board an aircraft, while the pop-out shoulder strap makes it the perfect travel companion. The ventilated UPF 50+ hood and sun visor keep little ones cool and shaded in warmer weather. Now available in new Pink and Grey colourways.

A breaze with Graco The award-winning Graco Breaze Lite 2 Stroller oozes complete curb appeal in a new colourway, Couture Fern. With its lightweight design, weighing only 6.5kg, the Graco Breaze Lite 2 stroller tackles urban streets with ease and style. Suitable from birth to up to 22kgs (around 4 years), this contemporary compact stroller is packed with clever features you might expect in a full-size stroller. Featuring a full-size canopy, multi-position recline, roomy storage basket, removable bumper-bar, easy-release front swivel-lock wheels and a compact fold, Breaze Lite 2 is a perfect choice for busy families. The versatility doesn’t stop there as the Breaze Lite 2 converts into a roadtrip-ready travel system with the simple addition of the Graco SnugEssentials infant i-Size car seat (sold separately).

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Retail matters

Online4Baby’s CEO, Christy Foster is looking ahead at the warmer months and how to get heard through all the ‘white noise’ of the internet during times of celebrations and succeed with online or in-store promotional activity.

Christy Foster, Managing Director,

Karen Flint - Finance Assistant

Samantha Smith - Demand Planner

Introducing new team members

Our departments are growing, in line with our long term plans. We welcome our two new team members and we’re excited to see them drive the brand forward.


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s Summer approaches, the days get warmer and longer people look to take advantage of the great weather and spend more of their disposable income. This poses a threat to all businesses, but particularly online retailers due to consumers spending less time on their phones. With half terms, bank holidays and the Platinum Jubilee consumers inboxes will be bombarded with various offers and messages, therefore we need to find a way to cut through the noise and excite consumers to continue shopping with us. With the threat of online retail, bricks and mortar stores are becoming experience centers to encourage customers. Therefore, activating appealing promotional activity across a wide range of marketing channels is imperative to attract this customer base back online. At Online4baby we have improved, expanded and developed our TOV and marketing channels in

order to reach customers at every touch point of their journey, this allows a 360 approach to the customer experience and we have plenty more in the pipeline with all our amazing new additions to head office providing innovative and exciting ideas to help improve our online experience. One of the key challenges we faced during the pandemic is regarding supply chain, stock management and ensuring our customer receive their goods on time and there aren’t delays. This has been one of the primary focuses of the business since then and is, in part, why we’re welcoming Samantha as our new Demand Planner into the team. The importance of timely delivery is one of the key ways to keep consumers happy and will remain our overriding focus throughout the coming year. On top of all of the above we face the stark reality that the cost of living is increasing. Many companies are

Keeping customers engaged nowadays is a real challenge for many companies and it is important to keep up with the trends

struggling to make sales and secure profitability which is creating a more fierce competitive landscape than ever before. This is a tough period for all retailers and it is important to

maintain a positive image in the customer’s mind whilst at the same time be known as one of the great and affordable retailers in the Nursery marketplace.

Online4Baby are celebrating

CEO, Christy Foster, has been nominated for the 2022 Northern EY Entrepreneur Of The Year Award. The immense expansion of the Online4baby world in the past few years and the consistent development across the post pandemic landscape not only shows her ability as one of the best entrepreneurs in the country but also the determination within a difficult climate post pandemic to push forward, innovate and exceed despite the odds.

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.









Top tips in the current

economic climate

There are a number of key aspects that need to be thought upon when developing a plan in the current economic climate. So here are twenty-five tips on how to outperform the market: 1. Spend time at the coalface, speak to frontline colleagues, run live chat to understand customers pain points. 2. Build a brand, you want people to search for your brand ahead of a google search. 3. Chase fans over sales, fans become your biggest brand advocates. 4. Write a single page business case on each major web development, do the numbers stack-up? 5. Stay nimble, consider daily development releases overlaid with fast test and learn CRO multivariable activity. 6. Now is the time to be brave, launch new services, restructure, or reinvent it. It could be a subscription service / annual delivery fee / free trial. Think differently! 7. Watch non web super users try and buy something from your site, fix the confusion points. 8. Do less, but with exceptional delivery at speed. 9. Bypass Google, by building your own App walled garden. 10. Segment your customer data to provide a more personal communication. 11. Give customers choice with payment options, PayPal, Klarna, Clearpay, WeChat pay. 12. Conversion rate optimisation, drive conversion when facing advertising inflation. 13. Bring in bid optimisation to net margin across digital acquisition. 14. Don’t be afraid to learn from other sectors, gambling, travel, dating. 15. Take everyone on the journey with regular updates and enjoy being questioned. 16. Create a list, then score, then cross items off, focus on delivery. 17. Work out what your good at and bring exceptional people in to fill skill gaps. 18. Build a culture where the best ideas flourish. 19. Don’t get addicted to marketplaces like Amazon. 20. Bring in social proofing and personalisation to drive AOV & Conversion rate. 21. Employee people on their spirit, problem solving and desire to add value vs experience. 22. Get out and about, speak to people at events, and don’t be afraid to ask questions. 23. Stay humble, don’t forget to have fun along the way. 24. Remember what it’s like to be a human vs marketeer. 25. Be a leader vs copying the competitors.


Online4Baby are delighted to be a Which? Recommended Provider for Baby & Child Retailers 2021. B C M I Pres ident Tanj a K ra e m e r tel . : +49 ( 0) 951 861 119, b c mi@ b a byc a rema g a z i n e s . co m w w w. b a byc a rema g a z i n e s . co m

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25.05.2019 20:20


Spotlight PLUSH

Feeling plush

There’s nothing quite like the soft feeling that only plush products can provide. Here we shine the light on a variety of products that are all available to order now.

All about


Enesco announces brand new licensed Disney Baby Collection

Enesco, the contemporary gift retailer are proud to present its brand new licensed Disney Baby Collection – perfect for parents, little ones and those looking for gorgeous (yet practical) gifts to help celebrate the safe arrival of a new little bundle of joy. Featuring some of Disney’s most beloved characters in their child-like form including Simba from Disney’s The Lion King, Dumbo from Disney’s Dumbo, Marie from Disney’s The Aristocats and of course Thumper from Disney’s Bambi, the new collection includes a wide and versatile range of items such as an ABC Blanket, a Baby Milestone Blanket and a Hooded Towel. Presented in a soft gender neutral shade of warm grey and accented with pretty pastel colours of lemon and mint green with each item made from the highest quality fabrics that are either machine washable or easy to wipe clean.

Cuddly play


Explore with the Silvercloud Counting Sheep Activity Spiral

The Counting Sheep Activity Spiral is great for cute and cuddly play anywhere, as it expands to attach to a cot, pushchair, stroller, or car seat. Soft and fluffy, the adorable sheep encourage your little one to explore by reaching, pulling, and squeezing. With a crinkle, chime, and teether, there is plenty to keep your baby amused while discovering lots of different textures. All collections are exclusively designed in the UK. Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802


great collection! Dinosaurs are always a big hit with little ones and Pebblesaurus is Mary Meyers cutest on trend dino. Decidely un-ferocious, Pebblesaurus will be a baby’s best friend.

Soft Toy – Pebblesauraus stands tall with embroidered eyes and body spots. Colourful spikes make this decorative dino a wonderful addition to any nursery. Character Blanket – The Pebblesauras Character blanket features knotted corners, exclusive Mary Meyer print and wide wale reverse side make this prehistoric pet a modern-day great gift.

Tel: 01243 780501 40

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Teddy Bear Picnic Playtime is a special moment for parents and baby to bond during their first few months together. Having a comfortable playmat to hand, like the Childhome Teddy Bear Playmat, is essential to keep baby safe. Shaped just like a teddy bear, the mat is cushioned and soft to support baby in their early development stages and beyond. Teddy Bear DouDou is another addition that can be used during playtime and will make the best cuddly friend for baby during their first years. Made from a comforting, soft fabric, Teddy is machine washable in case of any accidental spills.

Keep up with what's happening in your industry

Somebunny to Love Putty Soft Toys

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Reach out to your local Mary Meyer agent or contact us at

e of Gifts m o H y The iful Bab ut a e B

Guess How Much I Love You Soft Toy with Muslin Gift Set

Guess How Much I Love You Large Nutbrown Hare L

My First Peter Rabbit™ and Flopsy Bunny™

Padd dington Comfort Blanket Paddington

Classic P Pooh Always ys and Forever Comfort Blanket Peter Rabbit Wooden Pull Along

Peter Rabbit™ First Booties Set

Very Hungry Caterpillar Large Plush Cuddly Winnie-The-Pooh

inspiring kids’ imaginations for 50 years

The Home of Classic Characters

Spotlight PLUSH

Helping to get some


Snüz believe that when it comes to a happy parent and child, it starts with a good night’s sleep.

This is the very reason the team have spent hours meticulously designing the very best products to help families get ZZZ’s and was the vision behind their super cute portable sleep aid, SnüzCLoud. With four soothing sounds and two comforting light options, parents can create the dreamiest setting with the cuddly SnüzCloud! The super soft and snuggly sleep aid will help comfort baby day and night and thanks to its lightweight design and handy Velcro strap it is ideal for use on a cot, crib or when out and about as it easily attaches to pram and car seat.

Tel: 01789734022




Snuggle up with the Silvercloud Counting Sheep Comforter

Soft and fluffy, the adorable Counting Sheep Comforter is the perfect companion for your baby’s bedtime. Made from super-soft rosebud plush, this comforter will help soothe your baby to sleep. The finger hole allows you to use the comforter as a cute puppet. This Silvercloud comforter coordinates with the Counting Sheep bedding range (available separately). Suitable from birth. All collections are exclusively designed in the UK. Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802

Bear Necessities CuddleCo offers a range of large plush toys to bring any nursery to life.

There’s something for every animal lover, from big bears to giant giraffes and enormous elephants. They come in two sizes to suit all homes. They’re an ideal statement piece for the modern nursery, whether you’re searching for your very own Baloo to bring the Jungle Book to life or something to compliment your safari style. Made from soft high-quality polyester with beautiful detail, they’re a great on trend accessory that baby is sure to love. If floor space is an issue, opt for an animal wall head hanging, that’s just as adorable, or splash out on both for the ultimate animal nursery theme.


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Timeless Contemporary gift retailer, Enesco, is delighted to announce the launch of a brand-new and exclusive collection to its ever-growing range of soft toys and plushes – Kalidou.

Each piece from Kalidou is seriously sweet and sure to be loved for many years to come. Launching with the brand-new collection is Kalidou’s Timeless Collection, featuring plushes that are classic in their design, effortlessly elegant as well as being super-soft, huggable, and the perfect gift or pocket money toy. Set to be a barking success is the Dog Plush. A creamy coloured pup featuring a pale blue bow tied around his neck, this cute canine has a friendly little face and is just waiting to be loved. Surface washable and suitable for little ones aged 10 months and over, the Dog Plush measures 15.0cm tall. Sold in multiples of 24, this delightful Dog Plush from Kalidou comes in a presentation CDU of 12. Hopping along to join the Dog Plush in the launch of Kalidou’s Timeless Collection is the Small Grey Rabbit with Scarf. Made with the softest fabric little ones will just love to snuggle up with, this lovely little rabbit features a cream coloured scarf to help keep him warm on chilly winter days. Like the Dog Plush, the Small Grey Rabbit with Scarf is surface washable and suitable for little ones aged 10 months and over. It measures 25.5cm and is sold in multiples of two.

Spotlight PLUSH

Suitable plush


When it comes to beautiful soft cuddly toys for babies, Rainbow Designs has an entire collection to offer, full to the brim of super snuggly, joyful plush toys for little ones. Premium, baby soft, plush toys coupled with some of the most-loved and cherished children’s story time characters, such as Peter Rabbit, Guess How Much I Love You and Winnie the Pooh, makes a winning combination in the nursery. Beatrix Potter’s much-loved Peter Rabbit is commemorating a momentous 120th Anniversary this year so it is no wonder that this cherished nursery favourite is the star of the show in Rainbow Designs’ bestselling Once Upon a Time and exquisite Signature collections. These stunning collections feature Beatrix Potter’s Peter Rabbit and Flopsy Bunny in a range of baby soft My First cuddly toys, comforters and baby essentials. All of these high quality plush toys make the perfect first cuddly friend for any newborn or young baby. The stunning new Always and Forever baby gifting collection featuring the adorable Winnie the Pooh make precious heirloom gifts, perfect to pass down through the generations. The treasured Winnie the Pooh Soft Toys, Comfort Blanket and Ring Rattle make wonderful gifts, perfect to both entertain and comfort baby. This beautiful collection has been carefully designed with a focus on sustainability and the reusable packaging for both the Comfort Blanket and adorable Large Soft Toy make beautiful memory boxes, the ideal home for those precious keepsakes. The ever-popular Guess How Much I Love You collection is a firm nursery favourite adored by both babies and there parents. The adorable plush range, featuring the Nutbrown Hares in a beautiful selection of plush toys, baby essentials and gift sets, makes the perfect sentimental cuddly gift for any baby. Rainbow Designs also offers exquisite plush nursery collections for Paddington for Baby, Elmer, Miffy and The Tiny and Very Hungry Caterpillar.

Tel: 01329 227300

Tree Top play with

Red Kite

Introducing the new Tree Tops range featuring soft muted colours and friendly cute characters.

Top quality wooden arch that is easy to assemble and fold down for storage if needed. Soft velour toys with lots of extra activities and a movable mirror to let baby see their own reflection. Supplied with a padded reversible playmat which means you can let baby use this around the house in comfort. Supplied in a giftable gloss box to make an ideal gift purchase.

Doudou et Compagnie is back in the UK with


With over 20 years of experience, the iconic Parisian brand of Doudou et Compagnie, with its trademark giftbox presentation, has become a staple in nurseries all over the world. They pride themselves as being the Doudou (blankie) specialist. And now, after a brief interlude, this most gorgeous of brands is back in the UK and is being distributed by bébélephant. Each creation is imagined and prototyped by professional stylists with traditional and chic French know-how which cultivates its original values of creativity, quality, security, innovation and softness. Doudou et Compagnie is particularly focussed on texture and details to satisfy and bring untold pleasure to babies and toddlers

Tel: 020 8202 1467 nursery today



All change

Changing bags continue to rise in popularity with both function and style at the forefront of parent’s minds.

Backpack style The most-wanted piece of the Peter Rabbit Baby Collection is the Changing Backpack.

Featuring Peter Rabbit on an easily wipe-down PU fabric, off-set against pastel splashes of colour on a cool grey background, the item measures 37cm x 28cm and is perfectly sized to fit everything a baby and mum might need while enjoying a day out together, just like Peter and Mrs Rabbit.

TEL: 01228 404022

Organising Chaos, Add the finishing touch to your look

with Bébécar

Perfectly matching accessories are available for all Bébécar products.

The Carré changing bags provide all the storage space you need for baby’s essentials. They feature two external pockets and one large internal mesh pocket. Bébécar footmuffs are made with a soft fleece lining and padded apron, to keep your baby cosy in cold weather. The apron can be zipped off to leave a soft seat liner for those unpredictable weather days. Bébécar parasols have a secure clamp and flexible arm and are made in UPF50+ fabric to offer excellent sun protection. Bébécar UK is part of the East Coast Group.

TEL: 01692 408801 44

nursery today

one pod at a time Helping parents since 2008 with a clever design solution.

It all started with a couple of supermarket shopping bags, a pair of scissors and a frustrated Mum. From that moment PacaPod was created - the organising pod system has been helping parents to feel more peaceful since 2008. The new Hastings Knapsack fits up to 3 pods, made from Vegan leather. The brains behind the brand, hidden inside, are both a feeder pod and changer pod. All elements can be used either alone or as part of the system, keeping changing and feeding organised and hygienically separate.

Tel: 0844 3510222



'LVQH\ ENESCO LIMITED, Brunthill Road, Kingstown, Carlisle, Cumbria, England, CA3 0EN. UK Customer Services Telephone: 01228 404022 Email: Overseas Customer Services Telephone: +44 1228 404066 Email: %($75,; 3277(5 )UHGHULFN :DUQH &R $OO ULJKWV UHVHUYHG /LFHQVHG E\ )UHGHULFN :DUQH &R

Spotlight TECH

Talking tech

Technology is all around us and nursery products are no exception. Check out these great products that are available to order now.

UV-lightyears ahead in sterilisation Check out Vital Baby’s innovation in UV sterilisation.

Over the moon

Rockit, the team behind three award winning sleep aids for babies and older children, has always focused on technology and innovation when developing their products.

The team at Rockit have just been honoured with two Queen’s Awards for Enterprise, one for excellence in innovation and the other in international trade. This is a fantastic achievement because only seven companies in the UK have achieved two Queen’s Awards in 2022. Matt Dyson, Rockit CEO said “We are really grateful to all our distributors, retailers and customers around the world who have supported us and helped us to achieve these prestigious awards”.

Using the latest UV LED technology and design innovation, the NURUTRE advanced pro UV kills 99.99% of bacteria and viruses in a mere 7 minutes and boasts a sterilise and dry time of up to 4 bottles in just 29 minutes - half that of their closest competitor. The advanced pro UV is efficient, versatile and as there’s no need for water, chemicals or heat, is suitable for use with everything from bottles, soothers and breast pumps to mobile phones, keys and more…

Tel: 01707 262200

Connected with


Introducing Maxi-Cosi Connected Home, a stylish range of smart sensory nursery products that connect via one easy-to-use Maxi-Cosi Connected Home App. Smart technology designed to watch over, comfort and soothe baby, giving parents peace of mind. Sleek, modern, and packed with advanced automated routines and personalised features, the range of reassuring nursery products includes a baby monitor, a light and sound machine, a humidifier, and an under-crib light and will soon feel like part of the family. Safe and secure, streaming data is fully encrypted so family moments remain private. It’s time to meet this smart sensory range to aid both babies and parents: See Baby Monitor – Parents can watch their little one live with HD streaming in the palm of their hand. See allows them to keep a close eye on baby anytime with day and night vision and remote-controlled pan, tilt and zoom. It also notifies parents of any changes directly to their phone and plays lullabies and white noise sounds to calm and soothe. Breathe Humidifier - With a generous 3.8 litre tank capacity, Breathe Humidifier can run uninterrupted for 24 hours. When water levels are low, parents are alerted on their phone via the Connected Home app. Designed to fit into the modern and stylish home, it can also be used with essential oils as a diffuser, catering for the whole family. Soothe Light and Sound – Soothe Light & Sound creates the perfect 46

nursery today

sensory experience for a calm, relaxed nursery. Parents can personalise baby’s sleep routines with soothing lights, sounds and sleepinducing lullabies. As the child grows from newborn to toddler, parents can help teach them with personalised time-to-rise settings. Via the app, parents can control, programme, and adjust music, light and colour brightness and create their own sensorial nursery scenes. Glow Under Crib Light – A low level under-crib light, Glow allows parents to be able to see when going into the room to check on baby without the risk of waking them. It has a smart motion detector which turns on soft lights when parents approach the crib and automatically dim as they leave. It’s easy to install and is held in place with self-adhesive fastenings and the wires can be clipped under the crib to keep them safely out of the way.

Spotlight TECH

Make bedtimes the best times The safest seat ever tested by ADAC: The forward-facing Anoris T i-Size has been awarded as the best child car seat ever tested in its class according to Stiftung Warentest and ADAC.

The first seat with an integrated full-body airbag achieved in the category “Kleinkind plus Kind” an unprecedented overall score of 1.5 as well as a top score of 0.9 in crash safety and 1.2 in the overall category “safety”.

Adjusting to a new baby is always a joyous time, but for many getting into a regular sleep time routine can be a little tricky whilst also being a particularly anxious part of the day for parents.

For the last 20 years, the Angelcare Baby Movement Video & Sound Monitors have been making the sleep time routine a more simple, safe, and secure environment for both parents and babies. Being the original baby movement monitor brand, the Angelcare Monitors have the latest technology and features which have been expertly developed and improved over the years. All the Monitors in the collection benefit from the award-winning sensor pad technology which monitors baby at all times.

The test results illustrate the advantages of this new airbag technology with the CYBEX Anoris T i-Size demonstrating a better performance even compared to conventional rear-facing seats.

Rocks any stroller so you don't have to







The small but mighty sound soother Z






Smart way



to safety

The CYBEX SensorSafe 4-in-1 safety kit provides peace of mind for parents.

Soothes babies to sleep, just like the car

Attached to the harness system of i-Size car seats it connects to a smartphone providing essential alerts to help prevent critical situations. The safety harness control helps keep the child securely fastened as the clip prevents them from slipping out of the harness system. If the child opens the clip, parents are instantly alerted via a notification on their smartphone. SensorSafe detects if the child is at risk of heatstroke due to temperature changes, if they have been left alone in the car or been seated for too long.

nursery today



Sponsored by The brand that parents trust

Be Eversure with Graco

Award winning


Enesco is proud to present its brand-new licensed Peter Rabbit Baby Collection.

Having worked closely with Penguin to create the totally exclusive artwork, the new collection follows the theme ‘Come Rain or Shine’. This collection was a winner at Gift Of The Year 2020 and shortlisted in the Mother and Baby Awards 2022. TEL: 01228 404022

Brand new to the range, EverSure Lite is Graco’s i-Size backless booster car seat, suitable for children from 135-150 cm (approx. 7 to 12 years).

Meeting the ultimate in safety standards, at £40, there is no compromise on quality, giving parents, grandparents and caregivers confidence that their growing child is travelling in the ultimate in security and safety. Lightweight, at only 2kgs, it is easy to transfer between cars. This forward-facing, premium booster seat is designed to ensure children travel in comfort, with a memory foam cushioned seat, built-in padded armrests and retractable cupholders. Available in Ebony. Contact:

Happily bouncing

with Red Kite This brand new bouncer from Red Kite is available in two great colour options, Dove Grey and Blush Pink.

A soft padded quilted seat helps to support baby and allows them to bounce happily with the self-bounce action to develop muscle strength. Adjustable lie back position and folds flat for storage. Includes toy bar with cute character new friends for extra value and play time.


nursery today

Sponsored by The brand that parents trust


Introducing Your Latest


iCandy reveal the much-anticipated velvety Orange Crush

Iconic British pushchair brand, iCandy, is thrilled to unveil its latest designer model, the Orange 3 in a striking Black Crush Edition! The stunning new pushchair demonstrates, yet again, that iCandy has a truly unique ability to seamlessly blend style and function, to provide families with a product that is unrivalled in both quality and design. The effortlessly chic designer fabric has created a refined pushchair that stands out, perfect for parents looking to add a touch of luxury to family adventures. The unique high-quality fabric adds a visual depth and gives a textured velour aesthetic that is sophisticated in its appearance, whilst providing all-important padding for baby’s ultimate comfort and protection. Driven by a desire to consistently create beautiful products that are engineered to perfection, iCandy’s new Orange 3 Pushchair and Carrycot Black Crush edition is the epitome of style, whilst also a model delivering innovative design. This multi-functional pushchair is ready for adventure, every step of the way. The perfect choice for first time parents, the iCandy Orange Crush is suitable from birth up to 25kg and boasts a carrycot that is suitable for permanent overnight sleeping, and it can convert into a full travel system with the car seat adapters provided. Parents can also enjoy the added peace of mind that the iCandy Orange can seamlessly scale into a double pushchair so it future proofs the design – it truly is the ultimate choice for growing families.

Fun play The new multi functional 3 in 1 entertainer and play table is the amazing new introduction from Red Kite to their very popular Baby Go Round range of baby walkers and entertainers.

A full 360 rotating padded seat allows full play fun for young babies with the cute and musical toys fitted onto the top tray. Includes a spring base to help support younger babies legs in use. The base then cleverly can be used to create a table top area that can be used for play and feeding times. Also supplied with a unique building block play mat that fits onto the table to give even further fun and learning play activities.

The forever chair

Globally renowned for its luxurious and innovative baby products, CYBEX launches the next generation of its award-winning LEMO chair. Perfect for every stage in life, the all NEW LEMO offers a sustainable choice that grows with your family without compromising on style. Suitable for use by newborns, fast-growing toddlers and even adults! The LEMO chair adapts to your family needs. It is certainly the perfect forever chair. The sleek contemporary design is available in a selection of colours, and will suit any interior design choices. Sustainable and fashionable – LEMO embodies high-end design but in an everyday chair. The LEMO Chair and Bouncer are available in May 2022. The LEMO is available in six modern colour ways: All white, Stone Blue, Pearl Pink, Suede Grey, Stunning Black and Sand White and the bouncer is available in 5 matching colours.

Grows with

the child Can be used independently

as a brilliant and modern 4 in 1 highchair option – includes highchair, booster, low chair and stool options.

Wooden effect frame to suit modern homes and a cute funky seat design. Co-ordinates with the BGR 3 in 1 Play table design and can be used as the toddler chair for young people to sit to their own special table for play and meal times. Great value and packed with features and functionality.

nursery today



notice board Good reasons to join your industry trade association

For some business owners, joining an industry trade association may seem like an unnecessary expense; but the majority will soon reap the benefits, not just in cost savings with service providers and attending trade events at membership rates, but in access to knowledge, invaluable support and importantly, enhancing your reputation at a personal and business level.

Increase your network

When looking to establish and grow your business, it is often not what you know, but who you know that can help to make it successful and trade associations provide the means to connect with like-minded business owners. This can be particularly valuable for new companies, as having relationships with other business owners in the same industry can provide a sounding board for exploring new ideas and working through challenges.

Robert Anslow M anaging Director

Find new talent

Individuals joining and participating in trade association activities and events are more than likely committed to learning and growing their reputation in your industry. Therefore, networking could provide you with the chance to scout potential new talent for your company.

Grow your reputation

If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

In the business world, reputation is everything. In becoming a member of your trade association, you send an important message to the industry, demonstrating your company’s commitment to quality, growth and innovation; enhancing your reputation in the process. Becoming a member of your industry association shows that you take your business seriously enough to invest your time and energy outside of your office by learning and networking for the good of the industry. This message will resonate not only with your own teams, but with prospects and customers too. In addition, trade associations often look for industry experts to help with workshops and seminars at industry events. Participating, in these will not only grow your reputation as an entrepreneur but can help to grow your business in the process.

Be an advocate

The nursery industry – like most other industries – has common issues affecting almost all businesses in the sector including regulations and policies which prevent companies from reaching their full potential. The Baby Products Association regularly lobbies the government on pertinent issues (for example the reduction of VAT on Isofix bases and fire retardancy regulations) to ensure that its members’ interests are protected. By joining your trade association, you become an active advocate for your industry and can have a say in what is in the best interest of your business and your customers.

Be in the know about industry trends In every industry, the goal posts are always moving, so being a member of your trade association means that you will be kept up to


nursery today

“DCUK joined the Baby Products Association as soon as the business started in 2010. The wide-ranging advice was useful when the company was in its infancy. Now, as a more mature business, we still see the benefits of the work the Association does on standards for the promotion of safety of babies and young children; and as a means for the industry to speak with one voice.” Richard Bamforth, DCUK

“Having been a member of the Baby Products Association for over 20 years, I have found not only its services invaluable, but also the safety net it provides me with for any potential market issues to be a real comfort.” Luke Burns, Cybex date with industry trends and developments and receive the support to respond accordingly.

Hand holding through difficult times In an ideal world, your business will grow swimmingly with no problems along the way. But in the unfortunate event of a crisis (maybe a product recall, or accusation regarding your product which could potentially affect your reputation), your trade association will

“East Coast Nursery has been a member of the Baby Products Association for over 30 years. Being part of an industry trade association has been important to our business, not only to show our commitment to quality products and safety, but for the knowledge and support gained from working with like-minded businesses experiencing similar industry challenges. I have sat on the Association’s Executive Committee since 1992 and have seen the Association change so much over the years. Its activity within the realms of product safety and standards for the benefit of consumers and manufacturers has increased significantly and over that time having Robert Anslow’s experience in that field as managing director has furthered that endeavour. From a personal point of view, my involvement has kept me in the loop with industry developments and news and I have made life-long friends in the process.” Mike Chapman, East Coast Nursery “Cosatto has been a member of the Baby Products Association for many years and in the past, I also served on its Executive Committee. The Association quietly, but confidently represents the UK nursery industry around the globe when required, robustly fights our corner on standards and other important issues. There have been times in the past where its actions and interventions have been a massive benefit to the whole industry and I am sure the Association will be called on to do so again. Being a member gives Cosatto the security and back-up that is essential in today’s complex and fast-moving world.” Andrew Kluge, Cosatto have your back. It can provide you with advice and support and may have important contacts with resources you can tap into. For example, the Baby Products Association has a partnership with Nottingham Trading Standards which will help to challenge and uphold a national decision on a product which has incorrectly been identified as unsafe.

Make lifelong friends

Being part of your industry trade association is also fun! Networking with industry colleagues on committees and events and spending time with others with common goals will potentially create lifelong friendships.

Buyersdirectory Textiles

Coordinated Bedding

Nappies Bedding Blankets Shawls Hodded Robes Towels Changing Bags Booties Bibs Body Suits Hats Mittens....

$/$0, ,17(51$7,21$/ /7' %ULGJHILHOGV :HOZ\Q *DUGHQ &LW\ $/ 5; 7 ( VDOHV#DODPL FR XN ZZZ DODPL FR XN

Outdoor Toys

Ambassador Textiles are a major supplier to the nursery manufacturing industry, stocking an extensive range of top-quality baby care fabrics in popular pastel colours:• • • • •

Soft & Cuddly Velboa and Dimple Cotton Waffle & Cotton Interlock Moisture Absorbing Bamboo Towelling and Woven Towelling Lightweight Polycotton Walm & Versatile Anti-Pil Fleece

Our Anti-Pil Fleece range boasts over 50 colourways in pastels and brights. We can manufacture to order Fleece Blankets in cot, pram & picnic basket sizes View the full range or contact a member of our sales team +44 (0)161 624 4167


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