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Adorra Luxe A The next level in luxury

DISCOVER THE Contact sales@juniorjones.com www.juniorjones.com





Re g ul a r s

6 News er Profile 18 Retail t er Snapsho 35 Suppli er Profile 52 Retail roducts 44 New P by Products 66 The Ba n Associatio

10 The Insights People

This month Jenny Kieras takes a look at Christmas this year and how spending habits will alter.

26 Barking Mad

Pramland’s John Barker has a sense of Déjà Vu.

50 FanFinders


FanFinders explains why parents will still be spending this Christmas – in fact they’ve already started!

Cover Story 12 Maxi-Cosi

the team

Introducing Adorra Luxe by Maxi-Cosi - the next level in luxury.


p46 Features

Penny Franks penny@lemapublishing.co.uk

22 Wheeled Goods & Accessories

Ad Manager Christine Contreras christine@lemapublishing.co.uk

38 Bedside Cribs 46 Pregnancy & Maternity

Ad Manager Simon Davis simon@lemapublishing.co.uk

54 Mattresses

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk


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



editor’s letter www.nurserytoday.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

Looking for the latest in Bedside Cribs? We’ve got it covered!

The survey says… A recent FanFinders survey of over 3000 UK parents highlights buying priorities.


When preparing for your baby, rank these products by importance (top 10 included):

ere we all are - November, not long now until Christmas! At the time of writing this England is currently in a National Lockdown with a review to take place on 2nd December, Scotland is currently operating a five tier system, the bulk of Northern Ireland’s current restrictions are looking to be eased from 26th November and Wales saw their restrictions eased on 9th November, it’s little wonder we are all confused as to what’s going on! Quite rightly, when you look at what is considered an ‘essential’ store, with off-licenses, bike shops, hardware stores and dry cleaners being among these, it doesn’t surprise me to learn that JoJo Maman Bebe has started a petition via change.org to have our retail industry reclassified as an essential retail sector. I would highly recommend that everyone signs this. Simply visit change.org and search Specialist Pregnancy & Baby Stores to show your support. With the current situation, now is the time to make change happen! Pramland’s John Barker is taking at look at Lockdown 2 in his article over on page 60 and he states: “In my mind the nature of an item being classed as essential or not is poorly based upon it being sold by a “preferred retailer” or not. Nursery goods are classed as essential as they can be sold by my local supermarket but we can’t open as we aren’t a supermarket. That’s the sort of maths that will earn little Johnny an F- on his GCSE’s.” I’m sure John would love to hear from you all and your thoughts on this matter. Yes, I’m sure we would all agree though that this is a difficult one. We all acknowledge that a pregnant woman should in theory be within the ‘shielding’ category if this were still in place.

However, it’s such an emotive time for an expectant mum. It’s difficult to make a purchase purely based on an online ‘demo’, via a zoom appointment or similar. Let’s hope come December we will all be seeing a brighter horizon and given the Green Light to spend time with loved ones during the festive celebrations. So to this issue, we bring you a number of features, including Wheeled Goods & Accessories (page 22), Bedside Cribs (page 38), Pregnancy & Maternity (page 46) and Mattresses (page 54). This month we were furnished with interesting insights given to us by FanFinders from a recently conducted survey of more than 3000 UK parents, which ranked the purchase of a stroller/pram as number three in their list of priorities with a car seat taking the number one spot and the purchase of a cot number two. On a final note, if you haven’t already, subscribe to our online news service where we send out regular news bulletins. It’s simple - just visit www.nurserytoday.co.uk and click on the ‘subscribe’ button.

Check out a great array of wheeled goods by turning to page 22.

1 2. 3. 4. 5. 6. 7. 8. 9. 10.

Car Seat Cot Stroller/Pram Nappies and Wipes Bottles and Feeding Equipment Baby Carrier Clothing Nursery Décor Books Toys, Teethers and Sensory Items

When buying for your baby, rank the following purchase considerations by importance:

1. 2. 3. 4. 5.

Necessity Recommendations/reviews Cost Multiple-uses Eco-friendly

When you’ve decided on a product, rank the following statements by how much you agree with them:

1. 2. 3. 4.

I shop around to find the best price I always read reviews before purchasing I only buy from shops I trust I wait until items have a discount/sale before purchasing 5. I have to go to the store to see it in person before buying For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com

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Be a winner with Inglesina

Demonstrate your online skills with Inglesina for a chance to win a £200 amazon gift voucher! Inglesina is pleased to announce the launch of their first retailer competition. All staff which produce an Inglesina demonstration video and post this to a Social Media page are eligible to enter to receive a £200 amazon Gift Voucher. Participants must submit their demonstration video by emailing service@inglesina.com where it will then be posted to the Inglesina Social Media Pages. The competition closes on 20/12 upon which the participants will be judged and the best demonstration video will be awarded with £200 worth of amazon Gift Vouchers - perfect for the X-Mas shopping or those Boxing Day sales!

Best in Class at stiftung warentest: Cybex Aton B I-Size with BASE M The CYBEX ATON B i-SIZE has received ‘best in class*’ at the European child car seat testing performed by Stiftung Warentest and ADAC, one of the most prestigious testers of child car seats in Europe. 14 products were tested in total, with both the ATON B i-SIZE and the ATON B i-SIZE with BASE M recognised in the testing in October 2020, further strengthening CYBEX’s collection of over 300 child car seat awards. The CYBEX ATON B i-SIZE is suitable from birth to approximately 24 months (height of 45 cm to 87 cm, max. 13 kg). The infant car seat weighs 3.9kg and can be used on a range of CYBEX pushchairs. For more information, visit www.cybex-online.com

Room to

grow! Children’s bedroom specialist Room to Grow revenue up by 72% with plenty of ‘room to grow’. Children’s bedroom specialists, Room to Grow, has experienced a record breaking six-months of sales which has led to revenue soaring throughout quarter two and three. The online children’s bedroom retailer reported a 72% increase in revenue between April and September, compared to the same period in 2019, with the months from May to August breaking sales records since the company began trading online in 2012. This success is partly down to the implementation of a digital marketing strategy, which has increased exposure of Room to Grow’s Google campaigns by 96%, reaching more than 180,000 people across the UK. These efforts have also seen the online retailer’s social media reach increase by 1442%, while at the same time decreasing the cost per link by 21.5%. Commenting on the business’ record-breaking six-months, Anne Davies (pictured), owner of Room to Grow said: “It has been a challenging year for businesses so to have experienced such growth over the last six months has been fantastic. With people spending more time at home, the industry has seen an upward trend for online shopping. This move to buy online shows no signs of slowing down, which is why we knew that investing astutely and confidently in our digital strategy was the right thing to do.”

High score for Joie Joie i-Spin Safe earns highest ever ADAC score for rotating seats Joie are thrilled to be able to announce that its i-Spin Safe has been awarded the highest ever safety test score for rotating seats from ADAC, Europe’s biggest automobile organisation, as well as a four star rating from OAMTC – on top of being Swedish Plus Test certified. German company, ADAC is well known for being one of the most important and rigorous testers of child car seats in Europe. Their tests use extreme speed and loads that exceed European Standards so you can be sure that if your seat has scored well with ADAC, it’s one of the safest seats you can buy. In its latest round of testing, ADAC described the i-Spin Safe as a “very safe seat, in which children up to around four years of age are only secured against the direction of travel,” meaning that this seat is exclusively rear facing. The news has also led to the i-Spin Safe earning five stars for safety and a Best Buy status from the UK’s leading independent product review publication! Joie’s Head of Product Development, Damon Marriott said: “Child safety is of paramount importance to us at Joie, so it is brilliant to hear that this seat has scored so highly with ADAC, as well as being Swedish Plus Test certified. Putting our seats through such rigorous testing gives consumers confidence in our products, so they know that when they buy a Joie car seat, their child will be safe and sound.” www.joiebaby.com


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big dreams for little people

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Safety First with Nuna Nuna has just received an overall high score of 2,1 (= Good) for the PRYM from ADAC – conductor of the most rigorous car seat tests in Europe. Test institutions like ADAC support this advancement, their safety tests evaluate not only the quality of the individual seats, but also their ease of use. If the safest and best quality seats are used incorrectly – because parents forget to fold out the side impact protection for instance – all the safety functions are useless. The challenging task for car seat manufacturers is to identify as many potential errors in the use and fitting of car seats as possible and to counteract these mistakes by means of automated protection mechanisms. www.nunababy.com

Lalaboom and Ragtales available from Baby Brands Baby Brands Direct, are pleased to announce that they have two exciting new nursery brands to offer their retail customers - Lalaboom and Ragtales! Lalaboom is a French brand whose products take influence from the shapes and colours of nature. These fun little playsets feature interlocking beads with different textures and shapes for little ones to explore. The building and stacking combinations are almost endless, giving kids the chance to unleash their creativity and imaginations. The brand’s educational beads and toys support progressive motor skill development stages from 10 months through to 3 years – so they offer consumers great value for money and longevity. Plush and soft doll manufacturer, Ragtales, offer timeless British design combined with lovely soft fabrics and hand finished detailing. These soft toys have a luxurious feel, with knitted clothing, soft plush fur and a charming rustic look. Complete with stylish packaging, Ragtales toys are wonderful gifts for baby showers, births and christenings. Children's dolls and plush toys provide excellent companionship to young children and strengthen emotional development and encourage compassion and empathy – so Ragtales would be the perfect addition to any nursery store’s shelves. www.babybrandsdirect.co.uk

The Entertainer teams up with The Salvation Army The Big Toy Appeal launches to bring joy to children whose families are struggling to afford Christmas

The Salvation Army has once again teamed up with The Entertainer to deliver presents to children who need them the most in a year when many family budgets have been hit hard. The Big Toy Appeal asks customers to consider picking up a toy online or in-store in areas where non-essenti al shops remain open to donate to a family in need at Christmas. For every toy donated, The Entertainer will also donate a toy, doubling the number of donations and increasing the number of families supported. This is the appeal’s third year with nearly 60,000 toys and books being donated through the scheme so far, thanks to shoppers and The Entertainer. It has meant childr en up and down the country were able to receive the gift of play, when they otherwise might have gone without on Chris tmas Day. Gary Grant, Founder and Executive Chair man at The Entertainer said: “We are so grateful for the gener osity of our customers. Each year, our Big Toy Appeal suppo rts an ever-increasing number of families. The financi al difficulties we are facing this year will mean overwhelming difficulties for families trying to give their children a joyful and magical Christmas. Every child deserves to know they are special and the Big Toy Appeal is an opportunity for us to work together to help families celebrate the wonder of Christmas. For every toy bought and donated to the Big Toy Appeal, wheth er online or in one of our open stores outside of lockdown region s, The Entertainer will also donate a toy, doubling the numb er of toys given and increasing the number of families that together we can support this Christmas.” This year, the Big Toy Appeal will run online at www.TheToyShop.com and www.elc.co.uk and in stores which remain open outside of the lockdown regions betwe en 7 November to 28 November.

1-2-3 with

My Babiie Safety & style can go hand in hand The My Babiie Group 1-2-3 car seats are suitable for children from 9kg to 36kg approx. 1yrs to 12yrs. With ISOFIX connectors, side impact protection and an adjustable headrest, Group 1-2-3 Car Seats are perfect for growing little ones. For added comfort, the My Babiie Blush Tropical Group 1-2-3 car seat by Samantha Faiers and the Rose Leopard Group 1-2-3 car seat by Katie Piper come complete with a padded seat insert, reclinable and a handy removable cup holder. Available now! For sales enquiries please contact hello@mybabiie.com Visit www.mybabiie.com for their full range of car seats. 8

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Babybase welcomes two new innovative and plush brands to its range, Doddle & Co and Moonie! Doddle and Co’s soothers pop in when dropped reducing surface contact and teethers that incorporate bubbles which babies love! Moonie’s products are beautiful and so, so soft with their Humming Friend Bunny Night Light, comforters and lots more. Babybase has been working hard not only taking on new brands but adding lines to their existing range. If you would you like to receive regular updates on new products then feel free to contact their team on 01886887758 or babybase.limited@talk21.com.

Furnishing the needs of consumers Ickle Bubba have now added quality nursery furniture to their growing range, which offers great value for money with simple-to-choose bundle options. As part of the Ickle Bubba family, the furniture department is simply pooling the great resources the business already has to grow and with exciting new products and ranges coming out early next year, now is a great time to get in touch and join them. For any enquiries, please contact darren. pumfrett@icklebubba.com or grant.koston@icklebubba.com www.icklebubba.com


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National survey reveals that m orning play is parents happiest time of the da y!

Forget the 5pm happy hour of the past, parents have hailed early morning playtime as their happiest hou r of the day, with 40% of par ents choosing 9-11am as their best parenting hours! Wake up, between 6-8 am, was ranked second place, with 18% of par ents choosing the morning cud dles as the winning moments of every day ! However, for 17% of the 300 + parents asked in the survey said bedtime (and the hours that follow) was thei r happiest. No judgement her e - we all know after a busy day being mum and dad, we all need to rest and reco up for the next one! It’s important to celebrate the good times, but it’s also essentia l to recognise that it is not always easy. The re are certainly some challenging hours too! There was no clear leader her e though with bedtime (23%), dinner time (21%) and wake up (20%) all being flagged by some as a challenging time. It just goes to show it is different for every parent! “I am not surprised that mornin g play is such a happy time for the majority of parents, it presents a wonder ful time for bonding and watchin g baby’s incredible development through play is just joyous” said Nivi Bhi de, Marketing Director at Infantino Europe .


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Spread BIG4 joy with Tiny Love! At Tiny Love, we are experts in creating engaging, stimulating and fun toys for babies and toddlers. Each of our considerately designed products are made to create Moments of Wonder™, those instances of pure joy when little ones use their toys to learn about themselves and the world around them. Discover some of our most popular products and how they can help families grow, develop and play together. Our Magical Tales™ collection has been created using a contrasting black and white scheme with bold shapes and graphics, that not only looks great in the family home, but has been specifically designed as the ideal visual stimulus for babies. Introducing cute friendly characters named after pioneers in their field, the Magical Tales™ collection is comprised of feature-rich and engaging products that grow and develop with little ones. 

$ĚCEL9JKěG)XMKNK† Suitable from birth, this adjustable GyminiŽ comes equipped with toys, activities and material details designed to develop babies cognitive, emotional and motor skills. Main features: • • • • • • • • • • •

Stimulating mobile to entertain baby from day one Baby-activated musical toy Wind chime badger encourages grasping Mirror for extended tummy time Crinkly peek-a-boo game Star shaped teether Textural plush soft cloud Shiny soft ribbons to grasp Soft take-along book Machine washable mat Adjustable arches grow with baby

$ĚCEL9JKěG5TNNX5ěROĚĚ The Magical Tales™ Sunny Stroll arch provides perfect entertainment and developmental opportunities for babies on the move! Encouraging sensory exploration at every stage of babies growth, the Sunny Stroll includes: • • • • • • •

Transparent sun prism Baby-activated propeller Rattling ball with crinkly textures Easy to grasp textured stars Easy to pull textured ring Arch that easily angles towards baby Adjustable clip fits most pushchairs


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Meet Thomas the Rabbit, Coco the Mouse and Leonardo the Lion, the ideal interactive playmates for children aged one and above. These adorable Buddies have been developed with built-in smart sensors that allow for educational playtime demonstrating cause and effect. With each of the Buddies, toddlers can: • Hear them call whilst playing hide and seek • Tickle their Buddy to make their heart glow • Feed them to hear them nibble • Bounce them to hear them go ‘Boing!’ • Touch their nose to make them sneeze • Shake them and hear the wobbling noise • Put them to bed to hear gentle snoring The Buddies not only provide the perfect pal to encourage independent play, but seven developmental cards are included in the box to help parents encourage children to engage with and learn from their Buddy.




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A very merry Christmas on the cards for UK families This month Jenny Kieras takes a look at Christmas this year and how spending habits will alter. Jenny Kieras Chief Operating Officer Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of 4), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents. For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. co.uk/nurserytoday or call Jenny on 0330 159 6631.


nursery today


s the holiday season approaches eyes will be on retailers and the shopping industry to see how the events of this year will impact Christmas. In the UK, parents are still undecided about how they feel about Christmas; some feel that they want to celebrate more to make up for the hardships they have faced this year (41%), with a further 41% agreeing that life is too short to worry about money, and 26% agreeing that they will spend more money this Christmas season. This is good news for retailers, however, with a massive shift towards online shopping this year - our data shows an increase of 37% in 2020 the high street retailers will need to adapt from their regular business model, since physical shops are still closed due to COVID-19. This is a great opportunity to branch out and explore new sales avenues. Some retailers have already shifted or enhanced their marketing strategy through social media channels. In regard to shop engagement, Parents Insights data shows that YouTube and Twitter have experienced the biggest growth in usage for engagement since May, with increases of 17% and 23% respectively. Brands are able to utilise a content marketing strategy through keeping followers engaged on social media platforms. Those who keep up to date with shops on YouTube rank Pampers as the top most trusted brand (6%). The Pampers YouTube channel (468,000 subscribers) posts videos surrounding parent experiences with product placement, which demonstrates the importance of social media marketing, as that engagement can influence the parents’ favourite or most trusted brand or product. UK parents’ shopping habits of where to buy has also seen a sway towards social media. Facebook Marketplace is the second most used channel parents use to buy/ sell products. This further reflects parents’ level of trust in social media as a resource (+21%). For marketeers, this shows the importance of measuring,

YouTube and Twitter have experienced the biggest growth in usage for shop engagement evaluating and learning from all advertising and media campaigns, particularly on social media, as parents increasing look to the platform as a trusted resource. It’s the Gen Z parents that the data is seeing keep up to date with shops, and this generation are also more likely to share both good and bad experiences, particularly by posting on their social media accounts (+31%). By creating positive experiences for customers, brands can ensure positive impressions are left on people, which can then spread through word-of-mouth. Nowadays, for parents, experience matters. The number of parents basing their decisions off recommendations and online reviews has continued to increase since October last year, especially when it comes to products for their child. As well as this, the amount of parents being influenced by posts on a parenting forum has increased by 9% since May. This means these audience recommendations are vital for brands

and retailers to increase sales. Parents Insights and Kids Insights are offering brands an immersive planning meeting to illustrate how data and insights into the world of parenting can help inform advertising, content, licensing, product, marketing, and sales planning. To download the latest complimentary Parents Insights report please visit: www.parentsinsights.com/ nurserytoday Parents Insights, part of The Insights People, is the most comprehensive and dynamic market intelligence resource on all things for expecting and new parents in the UK. Every week 200 expecting and new parents (up to the age of 4) are surveyed - which is more than 10,000 every year enabling brands and agencies to provide significant insight into what is influencing the attitudes, behaviour and consumption of this generation of parents.

Almost half of UK parents say they want to celebrate Christmas more than usual, after a turbulent year. Parents Insights data shows that YouTube and Twitter have experienced the biggest growth in usage for shop engagement among parents since May. Facebook Marketplace is the second most used channel parents use to buy/ sell products.

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Advertorial ARTSANA

The original and the best Since Artsana UK and Ireland launched the first side-sleeping crib in 2013, the Chicco Next2Me family has transformed how parents and babies sleep together, creating a brand new product category that continues to grow.


leep safety has long been a serious and emotive issue for parents, and the introduction of side-sleeping cribs achieved a delicate balance – how to safely soothe, feed and bond with your baby during the night without sharing a bed. Today’s parents are looking for tried and tested products, trusted by other parents like them who have safely and happily navigated those early months of parenthood. The Chicco Next2Me family is the most awarded range of sidesleeping cribs on the market, scooping over 30 prestigious industry awards that consumers know and trust. Market-leading investment in advertising, PR, influencer marketing and social media mean Chicco Next2Me is highly visible to expectant parents when they are in newborn shopping mode. Trusted by over 2million UK parents, Chicco Next2Me is the crib that parents ask for by name and has become synonymous with side-sleeping. A host of sleeptime accessories


have helped to cement Chicco’s position as the sleeptime expert that can provide parents with everything they need to help them and their little one enjoy peaceful nights in the newborn days. From fitted sheets and mattress protectors, to nightlights and sleeptime soothers, the extensive range helps to increase the transaction value for retailers and helps them to provide parents with a better shopping experience. The Chicco Next2Me family continues to evolve, based on regular parent feedback and the insight and innovation of Chicco’s unique Baby Research Center. New features are constantly being introduced that help make babies more comfortable and make parents lives easier, whether it’s airflowboosting mesh panels for better temperature regulation or easy-touse rocking mechanisms that help soothe little one to sleep. All of these innovative features were industry firsts from Chicco and there’s more to come, with a brand new model joining the family for 2021 – watch this space for details!

Another revolutionary sleeptime innovation from Chicco is set to transform the market in 2021. Carefully developed in response to feedback from retailers and parents, Chicco will launch the Chicco Next2Me Forever. Complete with all the much-loved features of the original side-sleeping crib, Chicco Next2Me Forever evolves as little ones reach key sleep milestones. Watch this space for more information on the next generation of side-sleeping innovation. 16

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There’s no question that 2020 has been a challenging year for brands, retailers and parents, but Artsana UK and Ireland has not just survived, it has thrived, thanks to the support of all our customers and partners. In fact, Artsana UK & Ireland has continued to grow sales in 2020 despite the demise of Mothercare & the Covid-19 crisis, an exceptional result in a declining market. As we look ahead to 2021, we expect to see expectant and new parents being even more focused on value for money products that can be used for longer, as their little one grows. The Chicco Next2Me quickly proved itself to be a great value for money solution. At 50% bigger than a Moses basket, the cribs can be used from birth right up until six months old, which means little ones can comfortably sleep in a familiar environment for longer. Plus, the Chicco Next2Me is easily moved around the home on its four wheels when in freestanding mode, providing a daytime nap solution. The crib is also easily folded away into its handy travel case for use away from home too. The next generation of Chicco Next2Me launching in 2021 will continue this story and offer parents a solution with an even longer lifecycle. It will build on the enduring reputation Chicco has for innovation, reliability and value for money, and will be supported with significant

Mitch Levene Managing Director investment in consumer marketing to help drive awareness of the whole Chicco Next2Me family. The pioneering introduction of a side-sleeping crib confirmed Chicco’s position as one of the world’s most innovative, recognised and trusted baby product brands. In uncertain times, consumers lean towards familiar brands that they have confidence in and they rely even more on the experiences and views of others. With countless recommendations from parents and industry experts who consider Chicco Next2Me to be an essential for new parents, the product’s future looks even better and the same can be said for our retail partners. Chicco will deliver innovation, support and investment in 2021, and we’re looking forward to working together with our retail partners as we move into a successful new decade. www.chicco.co.uk

Chicco Next2Me Original refreshed for 2021

Chicco Next2Me Air a crib with a view

The original side-sleeping crib trusted by over 2million UK parents has been updated for 2021, with two new colourways and an improved side panel for more visibility when in standalone mode. The Chicco Next2Me Original can be used from birth to six months, as a side-sleeping crib with zip side panel, freestanding crib and travel crib. The award-winning crib features six adjustable heights, a tilting function and folding feet, making it suitable for most beds.

The newest member of the Chicco Next2Me family features all of the much-loved functions from the Original, plus new mesh panelling on all four sides to promote airflow and help regulate little oneâ&#x20AC;&#x2122;s temperature during the night. This also makes it easier to see baby during the night and naptime. With a zip side panel that folds down, the crib features colour-matching fabric legs in two finishes for a stylish look.

Meet the range of bedside sleeping cribs from Chicco

Chicco Next2Me Dream rock-a-bye baby

Chicco Next2Me Magic premium side-sleeping

The Chicco Next2Me Dream builds on the Original with a host of upgrades, including a one-handed side panel that can be easily pulled down during the night. Parents can also easily soothe little ones to sleep with the rocking mode that can be activated at the touch of a button. With 11 adjustable heights and folding feet, the crib can be adapted to most beds, and can also be tilted to help ease reflux.

The most advanced crib in the family, the Chicco Next2Me Magic features double mesh windows and a breathable 3D mattress cover for optimum airflow that aids temperature regulation. The innovative one-handed sliding side-panel makes it easier than ever to reach little one in sidesleeping mode. Itâ&#x20AC;&#x2122;s also simple to secure to the bed, with telescopic retractable feet suitable for divan beds too. Additionally, the easy-toactivate rocking mode helps soothe little one in freestanding mode. nursery today


talking shop This month we ask independent retailers their thoughts on the wheeled goods sector.

Sara Hubbard

WHITES FARM BABY BARN Do you feel we are seeing any particular trends with regard to wheeled goods? At the moment, everyone wants a ‘bundle’. We do try and remind customers that anything can be a bundle if you buy all the items together, but for a lot of people the ease of choosing just one big package can sometimes make the overwhelming experience of shopping for a pram a little simpler. We are seeing lots of customers asking for prams that can cope with rough terrain and long walks, especially with a second lockdown looming, long walks outside are all they can do!

PUSHCHAIR EXPERT THE SHOP Do you feel we are seeing any particular trends with regard to wheeled goods? We have seen lots of customers wanting to purchase ‘bundles’ online and I think that this has been magnified whilst the retail stores have been closed this year. Shopping for a ‘bundle’ is easy for the customer to understand but does not necessarily give them all the options - for example the different car seat compatibility with a particular pushchair. We have also seen more and more customers upgrading to an iSize bundle once they understand the benefits but this is harder to get across online than it is face-to-face of course. Do you feel consumers are looking at style more so than perhaps function?

Earlier in 2020 we would have said people were more interested in style than function, but we have seen a shift over the last few months. With the restrictions Covid-19 has placed on our day to day life people are more concerned with how well their pram performs rather than the style aspect - not many people are seeing their flash new wheels!

Whilst I think style is important, I do think that consumers are doing more and more research themselves before committing to a purchase and that style and function run hand-in-hand. This was especially true during lockdown whilst people were not working and had more time on their hands. However, customer’s do need to consider the style of their pushchair and whether they like the look of it - they are going to be using it for a considerable amount of time and there is little point purchasing something you do not like the look of. There are sooo many options available for the consumer that we can usually find something to suit their budget, lifestyle and style preference.

Why are brand names important in this category?

Why are brand names important in this category?

Do you feel consumers are looking at style more so than perhaps function?

In today’s world of social media, influencers and paid ad promotions so many of our customers can access certain brands and their following via social media channels. This makes them much more aware of brands that use a lot of their budget for online marketing campaigns. Its like anything, Costa, Zizzi’s and the like are more well known than smaller independent companies. Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers? Innovation is always a good thing, but it needs to serve a practical purpose too. With parents-to-be becoming ever more price-savvy we are seeing them choose practical functions and sensible options over ‘gimmicks’ - so as long as the innovation solves a common problem found by most parents, we feel it is justified. Is price a consideration - what attributes do you feel consumers are currently searching for? Customers are considering price, but understand that the pram that works best for them and that they like the best aesthetically may be slightly more expensive than anticipated. Everyone in every industry looks for a good saving, and if prams can come in bundles with a saving applied its even better for them. Customers are searching for a product that suits their lifestyle best, with features they’ll get the most use out of and will fit easily into their daily routine. Do your customers have a particular product in mind prior to ordering or visiting your store? Quite a few of our customers do, however its difficult to get the full picture of a pushchair online, so many come into an appointment and end up changing their mind after trialling a few models. As always, social media plays a role in way of showing customers what is popular. Is this a sector that is researched prior to purchase? Yes! Especially with the first lockdown at the start of this year and people unable to a) leave their homes or b) visit pram stores to see the products first hand, they have turned to the internet to research their models before contacting us to place their orders/ask further questions. Unfortunately the pandemic has changed the shopping experience of many, but we are trying to keep it just as exciting and wonderful as before!



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It is the same with any industry, parents like a name / brand they recognise. We find that people will travel to see in store a certain brand that they have heard of, but that once they have seen everything else on offer, that this is not necessarily the brand they leave the store with! Even if the consumer does not have the budget for a particular ‘high-end’ brand, they often want to ‘window shop’ before making a final decision. Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers? There is ALWAYS room for innovation in every category as long as it is not innovation for innovation’s sake. I LOVE new products and LOVE innovation. A few years ago we saw the wide spread introduction of compact fold strollers and this has remained popular in this category and I imagine it will for sometime. Innovation-wise in this category, I would like to see improved rain covers please! Is price a consideration - what attributes do you feel consumers are currently searching for? Yes price certainly is a consideration when consumers are looking for pushchairs and strollers - parents have time to research and the internet allows them to ensure that they are getting the ‘best price’. I am surprised how many people in store have their mobile phones out and are searching the internet before they commit to a purchase. We will always price-match like for like and openly offer this in store to reassure them that we offer the best value and are happy to price match. Do your customers have a particular product in mind prior to ordering or visiting your store? Yes - as I mentioned earlier consumers have generally done some or, in some cases, a lot of research through reading reviews, watching videos and of course asking friends and family. Some parents just know that they want a travel system, others will come in with a wide ‘catch-all’ criteria such as they want a grey pushchair and others will know exactly what they have in mind or will have narrowed it down to a few makes and / or models. Is this a sector that is researched prior to purchase? Yes - lots! We can see this through website analytics, social media and customer feedback in store.

Christy Foster ONLINE4BABY

Do you feel consumers are looking at style more so than perhaps function? A big percentage of customer do look towards style first off and can sometimes fall in love with a product before checking if it meets their needs of everyday life and functionality. Like many things, ‘style’ is subjective, so experience is something which we rely on when purchasing products rather than our own personal tastes. Why are brand names important in this category? Brand means credibility and quality to some customers so there is an assumption that their products will be more reliable and last longer than others. There are also brands that carry more prestige and in an image conscious world, fuelled by social media, there are always going to be people who want to be seen with them as it projects a certain status and lifestyle. Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers? I think the market is crowded by very similar products where standout is achieved through subtle (or sometimes not so subtle) design choices. If a brand is first to a new trend it means people will compare goods to that product so manufacturers need to find a point of difference whether that be price, design or functionality. Is price a consideration - what attributes do you feel consumers are currently searching for? In this current, unpredictable world, price has a massive part to play in the purchase for the customer. Consumer confidence is low, unemployment is on the rise so products have to tick more boxes than ever before.

We’re seeing a shift from customers who might have previously stretched their budget to purchase a premium brand looking for more affordability such as products with a longer lifecycle. Do your customers have a particular product in mind prior to ordering or visiting your store? We have a real mix to be honest. Some customers do intensive research and have a clear idea on what they are looking for and some haven’t got a clue and don’t even look before touching a product and seeing how it feels. We see this online as well. We see very specific on site searches where customers know what they want but equally general searches such as ‘black travel system’ where they are open to browsing the range. Is this a sector that is researched prior to purchase? I think the ease of research nowadays via phones, price comparison and community sites means customers are more aware of the products available and can get huge amounts of information on them. Some start from an aesthetic perspective and then look at whether functionality is suitable and some look at it the other way around.

Brother Max Returns mid November Mark Ingram of Ingrambaby is the new face of Brother Max relaunching in the UK


he new and refreshed products from the UK design team, have improved quality and engineering even further offering parents long lasting products that they know and trust.

The New line of glass bottle are proving to be a great seller and preference for some parents who want the longevity of a bottle to take through the ages and stages of feeding.

Mark comes with a wealth of knowledge and experience within the baby industry having worked in the field for over 25 years. He has strong understanding of innovative new product ranges as he has launched a number of high quality successful brands previously.

For more information please contact sales@ingrambaby.com nursery today


cover story 5I`Q+W[Q






The Adorra Luxe collection is available from November,



Wheels in motion The wheeled goods sector continues to move forward, but what is currently driving this sector? We asked those in the know for their thoughts.


hether it is a pram, pushchair or stroller, overall style is important in this sector - parents want to be proud to push, however are consumers focussing on the practicality of their chosen style/ brand and how a system fits into their lifestyle or is it simply all about the style? We asked Online4Baby’s Director, Christy Foster if she felt that consumers are perhaps looking at style more so than function. “A big percentage of customers do look towards style first off and can sometimes fall in love with a product before checking if it meets their needs of everyday life and functionality. “Like many things, ‘style’ is subjective, so experience is something which we rely on when purchasing products rather

than our own personal tastes.” The wheeled sector is constantly changing, therefore are there any particular trends at present? “The disruption from the pandemic has made things a little bit more unpredictable in terms of new trends and sticking to the tried and tested seems to be the order of the day.” Said Joie’s Head of Product Development, Damon Marriott. “However, we have seen that pushchairs with an option for rearward facing are remaining popular, as well as those that can be used easily with an infant carrier attached.” Independent retailer Sara Hubbard of Whites Farm Baby Barn has seen in her store a shift in buying habits due to the current pandemic. “Earlier in 2020 we would have said people were more

interested in style than function, but we have seen a shift over the last few months. With the restrictions Covid-19 has placed on our day to day life people are more concerned with how well their pram performs rather than the style aspect as not many people are seeing their flash new wheels!” What about innovation, are continuing to see new products coming through that offer that ‘something different’? We asked Bebecar’s Commercial Director, Kevin Golding for his thoughts. “Manufacturers will always look to improve and enhance their products, just look at the way cars have changed over even the last 10 years, but the end result should always aim to achieve and offer maximum safety and comfort for the child.”

Feel inspired

Baby Jogger feel inspired and energised by creating solutions that allow parents to more easily get out into the world and experience it all with their family. Life is an adventure and Baby Jogg er’s aim is to make it that much easier to explore it! They are currently running an exciting 15% off promotion on their City Mini 2, City Mini GT 2 singles and doubles, Elite 2 and Summit X3 strollers and matching carry cots. This applies to a diverse range of fash ions, including our exclusive premium Carbon fash ion. Contact Christopher Grech – Cini for more information.




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Puschair Experts Jo Studham is a supporter of new products and innovation stating: “There is always room for innovation in every category as long as it is not innovation for innovation’s sake. I love new products and innovation. A few years ago we saw the wide spread introduction of compact fold strollers and this has remained popular in this category and I imagine it will for sometime.” What about research - is this a category where consumers have a good understanding of what is available? “Parents do multiple researches prior to purchase: they spend a good amount of time online, looking through social media from both influencers and brands content, reviews on retailer websites or blogs, as well as going into store or asking their friends and family,” comments Baby Jogger’s Sales Manager, Christopher Grech-Cini. “They make an educated decision, considering it can be a big financial commitment.” Sara agrees stating that now more than ever, with the pandamic, research is a top priority for her customers. “With the first lockdown at the start of this year and people unable to a) leave their homes or b) visit pram stores to see the products first hand, they have turned to the internet to research their models before contacting us to place their orders/ask further questions. Unfortunately the pandemic has changed the shopping experience of many, but we are trying to keep it just as exciting and wonderful as before!” We bring you a plethora of products that are all available to order now over the following pages.


Noordi’s special offering to retailers Noordi Sole.GO, from Johnston Prams, is a striking Scandi pram with great comfort and safety features. The carrycot is super light (4.7kg) and the chassis is also incredibly light and compact. Detailing always counts with Noordi as their ethos is to ‘put children first’. So, features such as Waterproof fabrics, windows in both the hood of the seat unit and the carrycot, an easy one click brake and comfortable spacious interiors, are power for the course. Sole-Go comes in 7 stunning colours, bundle deals and free isofix base.


Solution for cold days The Venicci Winter Footmuff for a child is the perfect solution for cold days in autumn and winter. on cold days Soft and warm cover for legs warms little ones part of the outer The rt. providing a sense of comfo rial that mate lent repel water a of footmuff is made protects from the wind. Inside, there is a soft and feeling. pleasant to touch fleece fabric that gives a cosy r and zippe a with ped equip The Winter Footmuff is has cut-outs for belts / harnesses.

01302 953872 | info@venicci.co.uk www.venicci.co.uk

Meet brisk lx, a sidekick loaded with luxury With all the perks of a full-sized stroller, this compact 3D package folds in a flash with its one-hand, one-second fold. Brisk lx is suitable from birth and features a super shady extendable canopy, SoftTouch harness and a smooth flat reclining seat designed to prevent waking baby. Engineered from precision performance lightweight aluminium, this pushchair has been tested beyond the standard weight capacity to hold up to 22kgs and pairs with all Joie infant seats in a snap to create an effortless travel system - no adapters needed. Brisk lx comes complete with soft comfort grip ergonomic handles, removable bumper bar with fabric cover, front swivel wheels, rain cover and matching footmuff.

01889 808 900 | uksales@joiebaby.com | www.uk.joiebaby.com 24

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Clippasafe has it covered! Shielding Tots from the Wintry Weather with Clippasafe The autumn sunshine makes for a lovely outdoor stroll, but when the weather turns bad, it can really make things miserable for little ones! The rain, sleet and biting wind can make even the most chipper of toddlers feel grumpy and cold. Clippasafe’s Universal Buggy Rain Cover is a one size fits all solution to protect them from the unsettled winter climate. The transparent PVC cover will fit over most buggies and three-wheeled strollers with hoods, to keep young children dry, warm and cosy. It allows for clear visibility so that they can still see what’s going on around them. Plus it’s foldable and compact making it easy to keep close at hand - because you never know what the British weather will bring, from one hour to the next! The Universal Buggy Rain Cover is part of Clippasafe’s Out and About Range, which features a wide selection of useful stroller accessories.

0115 9211 899 | www.clippasafe.co.uk

Lightweight versatility with Venicci

Meet tourist

Tinum is currently the lightest travel system in the Venicci range.

A tidy tagalong with an ultra-compact fold. Designed to make travelling easy, tourist adds flash and function to everyday adventures. This stroller features an ultra-compact fold and packs away in an instant using Joie’s one-step, self-folding system. The included easy one-click adapters allow 3in1 multi-mode compatibility so parents can pair with Joie’s gemm, i-Gemm, i-Snug and i-Level infant carriers or matching ramble carrycot (all available separately). Tourist is packed with features including a multi-position recline with a lie flat mode for newborns, full size UPF50+ canopy with eyeshade visor, height adjustable push bar, removable fabric covered bumper bar, 2 position calf support, all wheel suspension and a full-size easy access shopping basket. Weighing in at just under 6kg, this is one of the lightest fully featured strollers available and comes ready for travel with the included rain cover, custom carry strap and bag.

01889 808 900 uksales@joiebaby.com www.uk.joiebaby.com

This lightweight and versatile travel system can be easily folded with the click of one button. The pram is simply beaut iful with a nod to current consumer trends highlighting a mode rn design delivered with a lightweight construction. TINUM has been designed with the utmost care to details, such as the aluminium lightweight frame, 5 point safety harness, one hand fold with seat unit in place, antiallergenic leatherette, UV 50+ fabric which is also water repellent, metal logo placed on the leather strap, zippers with Venicci logo and stylish tags. It is everything you will need from the day your baby’s arrival up until 4 years old. 

01302 953872 | info@venicci.co.uk www.venicci.co.uk

Easily converted The Push Me Savanna Travel system is a value packed solution for any parent looking for style and practicality and offers amazing quality. A sleek black chassis supports a 2 in 1 seat that converts to a carry cot for new born. Supplied with a co ordinating infant carrier that easily clicks safely onto the frame and includes head huggers and reversible animal print padded liners.   Forward and rear facing seat options, easy one hand fold and includes front padded apron , seat liners and raincover all in trendy and practical black and zebra print fabrics. 01454 326 555 | sales@redkitebaby.com


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MIXX™ next – Granite Pre-orders now available!

Move in your own way Travel system bundle available

Includes the MIXX™ next, MIXX™ next carry cot, PIPA™ next, and PIPA™ next base.

Pack up and go anywhere with MIXX™ next. On the move, it’s a smooth ride you can maneuver with one hand and fold flat for deep sleeps. Packed away, its compact fold lets it fit into tighter spaces, so you can take more trips to more places. Find out more at www.nunababy.com

focus WHEELED GOODS AND ACCESSORIES Suitable from birth Introducing Adorra Luxe, a luxurious special edition travel system from Maxi-Cosi. Including the hero Adorra Luxe pushchair, matching Maxi-Cosi Pebble Pro i-Size car seat, Oria Carrycot and a teddy lined footmuff so that parents have everything that they need for baby on the go. Suitable from birth up to 22kg, Adorra Luxe features premium matching fabrics, a stylish chrome chassis and deluxe vegan leather details. The comfortable padded seat also includes thermo regulatory materials to ensure that baby is content regardless of the temperature. Not only is it a lightweight option at just 12kg, the XXL shopping basket can also hold up to 5kg, so parents can carry more than just their essentials. Bi-material wheels and ergonomic side brakes also ensure a smoother rider and more durability.

Web: www.maxi-cosi.co.uk

Range of features

aited new Travel New to market is the long aw Pace. System range, the Push Me

ked with features ions , all super stylish, jam pac Introducing 3 new colour opt e still that you valu g fortable and at the amazin and accessories, practical, com h as suc s ure feat of ge dels includes a ran expect from Red Kite. All mo ndable exte , bar per bum and ar ered handleb seat, adjustable handle, leather cov car ier carr fort, 2 in 1 seat option,  Infant ge hoods, padded liners for com ran the x, Isofi patible with the Red Kite d raincover and apron.  Fully com ishe pol a on rics fab ter stylish textured pew this ke includes The Icon – sleek and ma s accent – Strong black and rose gold ign gun metal frame,  The Amber des y edg n,  The Shadow is a modern and an exiting colour combinatio sure to be a s of colour, bang on trend and with grey ,cream and tan pop winner!

redkitebaby.com 01454 326 555 | sales@

J-Protect Stroller Visor from JUNIORJONES August 2020 saw the launch of UK luxury stroller brand JUNIORJONES’ revolutionary new product the J-PROTECT Stroller Visor. Designed specifically to offer protection against Coronavirus and the cold and flu virus. The Visor gives additional peace of mind to parents concerned about taking babies aged 0-3 years out in public. It can be used in any situation where a parent or guardian is required to wear a face covering. The J-PROTECT is a Universal stroller accessory and has been designed to fit most stroller brands, pushchairs, and buggies. It attaches easily to the hood using magnetic straps. The design allows airflow to circulate freely beneath the visor ensuring the infant does not overheat. The J-PROTECT comes with a user guide, safety, and maintenance instructions. All retailers can order the Visor, even if they are not yet a JUNIORJONES stockist. The RRP of the J-PROTECT is £34.99. For more information on the J-PROTECT Stroller Visor or any other of the JUNIORJONES strollers or to arrange a demo in-store, retailers can email: sales@juniorjones.com.



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focus WHEELED GOODS AND ACCESSORIES Raising the Standards

The luxurious Aston Rose has raised the standard in infant travel systems with its impeccable style, attention to detail, and comfort for parent and baby. This all-in-one travel system comes in a choice of either black or stone coloured sumptuous fabrics and a unique reversible handle for easy access. Its gold and tan detailing is sure to turn heads, and it’s available as either an 8 or 10-piece bundle, dependent on whether or not you require the top of the range i-Size Mercury car seat and Isofix base, which conforms to the latest i-Size (R129) safety standards. For any enquiries, please contact:

darren.pumfrett@icklebubba.com | grant.koston@icklebubba.com

Safe, Simple, and Compact

it all. Doona Car Seat & Stroller has

Accessorise with Red Kite

e, the world’s first Combining innovation and styl el system transforms trav ted complete and fully integra simple motion. from car seat to stroller in one it takes less than five No matter where you’re going, e one to get in and out of seconds for you and your littl the car. to lug around a heavy car With Doona, you never have ws you to easily navigate seat. This Car Seat & Stroller allo k up the stairs, all without the streets, hop in a taxi, or wal d. chil disturbing your sleeping

Check out the comprehensive range of essential travel accessories from Red Kite, including key seasonal must haves such as the new Junior Footmuff. Introduced after many requests from parents, the toddler sized footmuff is a trendy padded puffer style in waterproof fabrics and is sumptuously padded for lots of cosy trips outside during the Autumn and Winter months.  Easy to access with the full front opening zip section and fits into all strollers.   Also available is the fleece cosy toes for younger babies and will ensure baby is snug and warm when travelling outside.  Check out Red Kite’s universal raincover that is supplied in its own handy travel pouch.  Another popular and functional accessory is the great On the Go Travel Mat, a fold out travel changing mat inside its own carry bag in a trendy grey fabric that can attach to stroller handles if needed.  

leco.co.uk 0161 702 5050 | www.cudd

01454 326 555 www.redkitebaby.co.uk

MIXX it up with Nuna

The MIXX next is designed to make life as smooth as possible for parents. Fitted with a one-hand recline for on-the-go relaxing, all wheel suspension and a one-touch brake system with front swivel wheel locks. Its new retracting wheel makes it even more compact – so parents can now squeeze it into the tightest of spaces. When the pushchair is folded, the rear wheels automatically fold into the frame, saving 25cm in length. Completely diverse, the MIXX next is fitted with an all-season seat – to keep babies cosy in winter and cool in summer.


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Travel Sorted with My Babiie 4 in 1 – Pushchair, Bassinet, Car Seat & Style! My Babiie Travel Systems come complete with a stylish pushchair, separate bassinet/carry cot and a Group 0+ Car Seat which is compatible with the My Babiie ISOFIX Base (sold separately). The perfect pram solution for new parents with stunning designs at great prices. Ranging from £199.99RRP to £599.99RRP My Babiie travel systems are the trendy affordable baby products that every new mum is looking for. With 4 models of Travel Systems to choose from with 14 different colours and designs, there is something to suit every family’s style. From classic sophisticated blacks and blushes with gorgeous rose gold chassis to trendy leopard print, funky camo or modern marble, these travel systems are packed with features to make life with new little ones that bit easier. For sales enqueries please contact hello@mybabiie.com www.mybabiie.com

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focus WHEELED GOODS AND ACCESSORIES Stroller solutions

Red Kite Push Me Range has it all covered! The Push Me Range of strollers from Red Kite includes the full spectrum from simple holiday strollers, the about town Push Me Metro, the compact folding stylish Push Me Kwik and the award winning and popular Push Me Twini. It delivers on both value and looks and is a strong , sturdy twin stroller for babies and toddlers.  Surprisingly easy to manoeuvre and will fit through internal doorways , yet has well proportioned, padded,  independent seat units that can fully recline for new born. Packed with features such as the extendable canopy, independent bumper bars, all weather cosy foot covers and large raincover.  The Push Me Twini is easy to fold and is compact enough to carry and store when not in use.

01454 326 555 | sales@redkitebaby.com

Multi-mode pram that goes further Versatrax has been designed as a true first-time purchase covering every mode parent’s want from birth up to 22kg. With a simple push of a button the pushchair seat removes completely, offering travel system compatibility with 4 different modes for total versatility with a rearward or forward-facing seat, car seat or carry cot. With the included adapters, parents can pair with Joie’s Gemm, i-Gemm, i-Snug and i-Level infant car seats or matching ramble xl carrycot (all available to purchase separately). Like the rest of Joie’s Trax family, Versatrax features a one-hand flash fold located in the middle of the seat. Whether fastened forward or rearward, simply pull up on the fold strap to convert to a compact and easily movable package, ready for transportation using the built-in carry strap or trolley mode.

01889 808 900 | uksales@joiebaby.com

Now in stock Key Features • • • •

3-in-1 travel system Lightweight carrycot Compact chassis Choice of fabrics

£899 RPG

01692 408801


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Pack M-City travel system shown in Oceanic

The power of evolution Following on from the feats of the egg stroller, BabyStyle are proud to welcome to the collection the brand new egg2. Designed in Britain with the style conscious parent in mind, egg2 introduces the concept of 'evolution' whilst staying true to school of ‘Inspired Luxury Design’.  Soft-touch marl tailoring, smooth curves and refreshed key design features - egg2 preserves the egg luxury DNA of an effortlessly smooth ride for baby, with exceptional ease of use for new parents.  The eagerly anticipated model has already seen pre-orders close to 60% of annual egg stroller sales, before landing in the UK.

01509 816 444 | www.babystyle.co.uk

Compact with QUID² Inglesina launches new, stylish, ultra-light pushchair QUID² in the UK Inglesina, one of Italy’s leading premium pram makers, launches one of its most compact and innovative pushchairs in the UK. The QUID² is a sturdy, lightweight pushchair which easily folds with one hand, without compromising the comfort of babies and toddlers. Weighing just 6.2kg, the QUID² folds to 46.5 × 58 × 19 making it ideal for everyday life or holiday travel. When open, the QUID² offers an exceptionally large, comfortable, reclining seat that can fit children up to 22kg. It also has the largest wheels on the market for its category and stands for itself, ensuring that the handle never touches the ground.

01268 267 056 service@inglesina.com www.inglesina.uk nursery today



It’s magic….fairoisld ba’s always a winner, but Ickle Bub

hch A lightweight, compac t pus d function. up its sleeve – the magic-fol er clev ing eth som Gravity has do the rest. vity Gra simultaneously and let Press the auto-fold buttons kes it a ma h, birt from e the fac t it is suitabl The stylish, nimble ride and cy! den ten hie tec a h wit ecially for those great everyday choice, esp x Stroller, each in Ma vity Gra the and ller Stro Available as both the Gravity hchair and a ller package includes the pus stro e cor The s. way our col three and luxuryder hol cup dy comes with a han rain cover, whilst the Max also ff. quilted seat liner and footmu

a.com darren.pumfrett@icklebubb om a.c grant.koston@icklebubb

City living Perfect for city living or jet-setting travellers this fully-featured compact stroller. The TRIV has an easy-to-fold flat design, oversized storage basket and easy to flip fold seat – making it the perfect travel companion. All of TRIV’s features are designed to ensure a smooth ride for little ones – even on bumpy roads – as well as easy manoeuvrability for parents. From its one-hand adjustable push bar and quick-release, five point no-rethread harness to its all wheel suspension, one-touch brake and front swivel wheel locks – Nuna’s TRIV is ready for every journey.


Unsettle down with Baby Jogger. Baby Jogger is running an exciting new digital campaign this quarter, sharing their vision of parenting on multiple different platforms and formats The campaign is about embracing the joys of being a parent, without giving up on the joys of their own individual lives. No matter who they are, no matter where they live, Baby Jogger parents insist on living - and refuse to settle. It is for those who want to show others that the best way to live and raise a child – is their own way. Baby Jogger products make this possible. They’re built to help parents and their kids live life uncompromised. They’re built to conquer the urban jungle and beyond: subways, curbs, stairs, apartments, small spaces, big spaces - and everything life throws at us. For more information on how you can get involved and take part in the campaign please contact Christopher Grech-Cini:



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supplier snapshot We spoke to a number of the industry’s finest to find out their thoughts on the wheeled goods category.


Do you feel we are seeing any particular trends with regard to wheeled goods? In the past few years, the ultra-compact category has been increasing its share of the market significantly. Most brands today play in this category with one or several products, bringing innovation to the market. However we see that the category has struggled a bit in 2020 due to travel curbs. Do you feel consumers are looking for style more so than perhaps function? The look of the stroller, from design to material or fabric colour, is definitely an important purchase driver. Consumers will touch and feel the fabric of the stroller at first, open and close the canopy and then pay more attention to the functionalities of the product. That is why Baby Jogger will release a new fashion strategy in 2021 to bring a new colour palette as well as improved fabrics to match this demand for heighten style & design. Why are brand names important in this category? First-time expectant and new parents want to make the best possible purchasing decision for their little ones. Brand names, especially the ones with a reputation for quality, design and functionality, are a gage of quality and great reassurance for parents. Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers? Break-through innovations are rare, costly and require long-term development. However, what we see in the baby gear category is a constant flow of product improvements which help keeping products up to date and bring additional features to consumers. How important is social media for brands within the wheeled goods category? Most people go on social media to either follow brands or influencers. It’s important for brands to have such exposure to both communicate about your brand, your products but also interact directly with consumers and prospects. Is price a consideration - what attributes do you feel consumers are currently searching for? Consumers are also looking for good value for money, especially during time of economic uncertainty that the on-going Covid-19 outbreak brings. Consumers may turn to more reasonable price points or to value bundles more and more. Is this a sector that is researched prior to purchase? Parents do multiple researches prior to purchase: they spend a good amount of time online, looking through social media from both influencers and brands content, reviews on retailer websites or blogs, as well as going into store or asking their friends and family. They make an educated decision, considering it can be a big financial commitment.


Do you feel we are seeing any particular trends with regard to wheeled goods? For Bebecar we have sensed that consumers are looking to purchase a complete bundle, perhaps in the belief there is a saving to be made on price. Since we introduced our ‘PACK’ selection (chassis, carrycot, pushchair seat, raincover, car seat and car-safety kit) we have seen enormous sales growth on these products.

Do you feel consumers are looking for style more so than perhaps function? Style and/or function should never be the main criteria when selecting a pram or pushchair – safety and comfort has to be number one. At Bebecar we place these above all else, although of course we are fortunate to have designers capable of also coming up with magnificent looking products that are easy to operate.

Why are brand names important in this category? There will always be the person that buys a product, any product, on price alone. Brands add value to a product. A well-known Brand name instils a certain trust in the product to the consumer. Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers? More than sufficient! Manufacturers will always look to improve and enhance their products, just look at the way cars have changed over even the last 10 years, but the end result should always aim to achieve, as I mentioned above, maximum safety and comfort for the child.

How important is social media for brands within the wheeled goods category? In any Industry social media is part and parcel of everyday life and vital for communicating up-to-date information to consumers and retailers alike.

Is price a consideration - what attributes do you feel consumers are currently searching for? Price will always be a consideration for any purchase, but aspiration also plays a part. Some consumers will cut down on expenditure of, for example, Nursery Furniture in order to purchase their ‘dream pram’.

Is this a sector that is researched prior to purchase? Absolutely; with the advances in technology over recent years it is easier than ever for a consumer to research and compare products (and not just to get the best price – but that is another story!). My main misgiving is the plethora of reviews that give the impression of impartiality, but in reality are biased towards one particular Brand or product for a variety of reasons.

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supplier snapshot Donna McCullough Gary West MARKETING, JOHNSTON PRAMS & BUGGIES LTD

Do you feel we are seeing any particular trends with regard to wheeled goods? The ‘50 Shades of Grey’ scenario is still playing out with many customers opting for any colour, as long as it’s grey! Do you feel consumers are looking for style more so than perhaps function? A huge YES on this one, and it has been this way for a while! Prams are very often seen as a fashion accessory. Interestingly though, the Noordi brand is also very focused on the comfort of the child, hence the tag line on their logo ‘Children first’. And of course, health and safety has always been key to the JANE brand. I think once you explain or demonstrate the functionality…. it becomes more important. Why are brand names important in this category? Brand names = kudos! It takes years to build up a strong brand name and gain trust. It can be a bit like the handbag industry!  Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers? Yes, absolutely. Our brands, Noordi and JANE cover all the bases. They are extremely functional and innovative and look good at the same time! The elegant carrycot of the Noordi Luno, pictured is beautiful.  How important is social media for brands within the wheeled goods category? Social media, in particular, Instagram, is vital for all brands. It’s nice to see real parents using products in beautiful (usually very organised!) surroundings.  Is price a consideration - what attributes do you feel consumers are currently searching for? I think price is a consideration, for sure. There will always be those who have their heart set on a certain brand and will pay the big bucks, but there are also great deals to be had. Both JANE and Noordi are exceptional products for the price!  Is this a sector that is researched prior to purchase? Yes, and, aside from surfing for information, many parents still like to see prams in store to get a feel for them and see how they fold etc.


nursery today

SALES DIRECTOR, ICKLE BUBBA Do you feel we are seeing any particular trends with regard to wheeled goods? Colour trends appear to remain solid colours with various shades of Grey and black being as popular as ever. One trend that has been developing for a couple of years now and I see continuing, is the “alternative” option to the conventional carrycot. Lie flat infant carriers are starting to establish themselves, and then there are various styles of structured or soft inlays/nests that sit into the seat unit. Do you feel consumers are looking for style more so than perhaps function? Style in combination with value for money are the 2 key drivers for consumers when considering a purchase, especially in the economic environment we find ourselves in of late. It’s long been the case that the consumer sees nursery products as a natural extension of themselves, clothing fashion for wheels and home interior for Highchairs and larger nursery products and that’s where Ickle Bubba strike a chord with the consumer. We offer a very good quality product range in conjunction with fantastic value for money, and from the feedback we receive, the styling is very much perceived as suitable for higher retail price points, which feeds straight back into the consumers perception of fantastic value for money. Why are brand names important in this category? Brand names are important full stop irrespective of category. Brands are often built over many years and offer the known values that are associated with them. The moment a consumer sees the brand behind a new product, and even before they understand the product itself, they automatically have an understanding of what to expect because of the brands identity. In the Nursery industry, over the last 20 years, we have seen brands acquiring other brands and today we have a number of super brands. At Ickle Bubba, we are at a relatively early stage in our brand development because we were founded only in 2013 however, I believe that the consumer already recognises and understands our brand values. From a retailer’s perspective also, brand strength is critical. With limitations to floor space, a retailer needs to be confident that products sell through in a timely fashion. Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers? Suppliers and factories are constantly looking to Innovate, trying to find ways to develop the next trend, it’s an ongoing part of product development, however, innovation has to be driven by commercial reality in my opinion. I moved into the nursery industry 28 years ago and I’ve seen all sorts of product development levels in that time, perhaps the biggest being the combination of the infant carrier and stroller to form the travel system we know today. Looking around in the marketplace today however, yes very much so. Of late, one of the more recent innovations to influence the industry is the auto fold stroller and Ickle Bubba have just launched our Gravity auto fold compact stroller range in recognition of this new feature. Gravity Max in particular combines the very latest in technology with great added value, so the consumer still gets the best of both worlds. How important is social media for brands within the wheeled goods category? For Ickle Bubba, it’s huge and something that we take very seriously, in fact I’d go as far as saying we are amongst the best at it. An important area irrespective of product category. The Ickle Bubba brand has mass market appeal, and social media is the perfect way to engage with our ever-growing customer base. Whether it’s announcing this month’s promotional activity, introducing new models or colours, linking to retailers, or just sharing good parenting tips, our social media activity paves the way. Simply put, it helps to create the demand, and that’s what sends consumers in to retailers to purchase. Is price a consideration - what attributes do you feel consumers are currently searching for? For too many people, price is THE consideration and very much the driving factor when considering their purchase. There are of course, those for whom money is no object and then those that simply must have their aspirational brand or product irrespective of the cost or their ability to pay for it. At Ickle Bubba our range is built around affordability for the consumer, price sensitivity is at the forefront of everything we do. We believe that the all-inclusive packages are very high on consumers lists but from a pure feature perspective, and through our engagement at baby shows, we very much understand the needs of the consumer. Features that serve their purpose which make the consumers life easier are typically what they require, lightweight chassis, compact fold and size for travel and storage, safety is always on their list although typically this is assumed as a given. Isofix bases fall nicely into the safety search category.

Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE Do you feel we are seeing any particular trends with regard to wheeled goods? The disruption from the pandemic has made things a little bit more unpredictable in terms of new trends and sticking to the tried and tested seems to be the order of the day. However, we have seen that pushchairs with an option for rearward facing are remaining popular, as well as those that can be used easily with an infant carrier attached. Do you feel consumers are looking for style more so than perhaps function? Style is extremely important as parents spend so much time out and about – the product is almost an extension of themselves, but equally they want it to function well. When it comes to car seats, parents do tend to focus more on the safety features whereas wheeled goods are a hybrid of the two. Why are brand names important in this category?

market. The functionality of these products is a big focus for parents so we are always looking for new ways to make them more adaptable and user friendly. Having said that, the disruption caused by the pandemic has meant we are a little bit behind where we wanted to be in terms of driving new ideas forward. How important is social media for brands within the wheeled goods category? Social media is a great tool to be able to showcase everything your product can do – especially with wheeled goods as there is usually a lot to show. Consumers want to be able to see how the product handles, how it folds and get an idea of the size – videos on social media are a great way to be able to do this without being face to face – something that is even more important at the moment. Is price a consideration - what attributes do you feel consumers are currently searching for?

While consumers look for a reputable brand that they can put their trust in, this category is more about the look and feel of the product – how it performs and the features it comes with are crucial. Brand name is more important to those making a first purchase, but so are recommendations from friends and family.

The current climate means that people are naturally being more cautious so are looking for better value for money. Extending the longevity of a product adds to its value for money – extending the weight usage from birth to 22kg is a big plus for shoppers.

Do you feel we have sufficient innovation when we look at prams, pushchairs and strollers?

Without a doubt. Parents will be using their pushchair for years to come so they are likely to spend a good portion of time researching it before making a purchase – and with so many categories and sub categories there is plenty to look into before making that decision.

The biggest challenge we have is finding new ways to make pushchairs more visually appealing in a way that sets them apart from others on the

Is this a sector that is researched prior to purchase?

nursery today



Be beside me

“New parents are acutely aware of the latest advice and recommendations from healthcare professionals, and it has long been advised to avoid sharing a bed with your new baby. The bedside crib allows new parents to have that close proximity without having to have baby in the bed with them, keeping little one safe and giving new parents peace of mind.” Damon Marriott

Sleeptime is an area that causes many anxieties for new parents. Fortunately manufacturers and suppliers keep this sector refreshed with continual innovation and advancements coming from Bedside Cribs.


leep is probably one of the most important things (aside from eating) that a baby does, however this is also an area that can create huge anxieties for many parents which is perhaps why we experience a great uptake on bedside cribs, which provide a sense of closeness, while keeping baby safe in their own sleep environment next to the bed of the parent. Nursery Today asked Joie’s Head of Product Development, Damon Mariott why Bedside Cribs are now considered a must have product? “Current guidance from healthcare professionals advise that the safest place for your baby to sleep is in a cot or Moses basket in the same room as you, for the first six months. A bedside crib not only makes it much easier to feed little one during the night, but also ensures they are close at hand to soothe back to sleep when they wake. One of the benefits of our bedside crib is that it can be used to gradually increase the space between parent and baby, steadily moving away from the bedside in preparation for little one moving into their own room.” Green Sheep’s Brand Director,


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Mark Nichols would agree adding: “Snüz was one of the first brands to launch a bedside crib into major retailers with SnüzPod in 2013. Since then, the likes of Chicco followed, and there now exists around 15 reputable bedside crib offerings which has increased the category’s presence and visibility in the market. Ultimately, it’s perhaps a combination of positive word of mouth amongst parents, and the benefits offered by bedside cribs such as SnüzPod that might explain their popularity.” Bedside cribs have seen a huge uptake in interest and is a continual growing category with many brands now embracing this as a staple within their product ranges. This is perhaps one of the largest innovation sectors seen over the years within sleeptime solutions and one that hasn’t stood still, with many great new product launches to satisfy the growing consumer demand. With the growing demand, we also asked whether the traditional Moses basket has now been replaced by Bedside Cribs? “There’s no doubt that bedside cribs hold the majority share of the newborn furniture category in the UK, however this doesn’t mean that

Moses baskets or bassinets don’t have their place in the market and with parents.” Said Mark. “Over a third of parents still opt for a Moses basket, and in many cases in addition to a bedside crib. Price is another factor, and with bedside cribs being a significant premium to Moses baskets, I don’t think it’s the end for Moses baskets.” Damon feels that it is down to ‘personal preference’ commenting: “Moses baskets offer great portability which many will still find appealing, but certainly the closer connection a bedside crib offers, with the potential enhanced use up to the age of 6 months, makes these a very attractive option – not to mention the handy glide feature on the roomie glide.” What benefits can these provide? For example, do they ease parental anxiety? “Quite possibly, yes. Anyone who has had a newborn will understand how stressful the nights can be – you’re desperate to sleep but you also want to keep an eye on your little one to make sure they are safe.” Said Damon. “The bedside crib allows you to easily keep a watchful eye on baby without too much disruption. They also make it so much easier to

soothe and feed, allowing parents to feel more at ease. Bedside cribs are also great for transitioning to baby’s own room.” With this in mind, are consumers looking for something specific that a Bedside Crib may offer prior to making their final purchasing decision? Mark told us that safety is high on the agenda. “Safety is always high up in terms of considerations for parents, and with the new crib standard BS EN 1130:2019 incorporating safety guidelines for bedside cribs, I believe this is going to be something parents look out for even more so now. Product benefits and appearance are of course other major factors along with price. The balance of all three is often what determines which bedside crib or other sleep solution parents choose.” With the continual growth of the internet, perhaps more so now than before, this has definitely enabled this product category to evolve and draw awareness not only in assisting driving the message about the dangers of co-sleeping but has highlighted the benefits that Bedside Cribs offer.











Stylish, Cosy, Secure Offering parents peace of mind that baby is safely within an arm’s reach, the Maxi-Cosi Iora offers a stylish, cosy and secure place of rest for little ones. Boasting five height positions and an extra-comfortable mattress, this adjustable bedside sleeper is compatible with any bed. Plus, as baby grows, it can also be used as a standalone cot for children weighing up to 9kg. Multi-functional and lightweight, Iora also folds right down and can be taken away in its handy included travel bag, meaning that baby has a home from home on family trips too. Furthermore, the large under-cot storage basket can be used to store any essentials so that they are always to hand.


Award winning sleep The award winning Nebula Bedside Crib again gives the Red Kite value with amazing quality and features.

soft dove grey and The stylish wood finish frame co ordinated with om furniture as bedro of piece d desire a be to white textiles allow this is sleeping next to well as practicality and peace of mind when baby height and tilt table you with the use of the dropside feature. Adjus Nebula an edge is the gives What t.  fi functions as standard and easy to be used as extra can or re featu en playp 1 in 2 a the lower section gives a parent this added storage and accessed by the zipped section.   As feature will prove to be invaluable!

01454 326 555 | sales@redkitebaby.com

Meet Roomie Joie’s first bedside crib is a dream come true. The roomie and roomie glide give that side by side closeness without the worry, so you can enjoy every waking moment of those newborn nights, without losing sleep over whether they are snoozing safely. With its lightweight frame, roomie and roomie glide both feature a simple to use sliding side panel that lifts and lowers easily with just one hand, helping you to answer those midnight wake up calls smoothly. Soothing your little one in the night is child’s play with the gentle gliding motions of roomie glide – and when they are settled, simply secure the glide into place with the one touch lock. With 10 tummy tilt positions, roomie and roomie glide incline helping your little one to comfortably digest their bedtime snack. With 11 height adjustments, the roomie and roomie glide will fit almost any bed perfectly and the wheels will allow you to move it easily around. Both come with a comfortably cushioned, yet firm mattress that is mesh covered for ventilation.

01889 808 900 | uksales@joiebaby.com

Style with function Cocoon your baby with the new Snuggle Time Co-sleeper Brand new to the UK market is the Australian COCOON’s Snuggle Time Co-Sleeper, brought to you by Johnston Prams. Quality combined with good looks and functionality is evident in this lovely new bedside crib that folds up super small and comes with clever features such a large storage basket and a firm premium mattress. Cocoon has covered all the bases with 4 lockable wheels so it can be moved around, 6 height positions, soft padded sides, tilt recline and travel bag. Dropship available.


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Beautifully bohemian The Rattan Crib from Childhome is a beautifully bohemian first bed. Handmade from natural rattan the eye-catching design is very light so can be placed anywhere in the home.   With the delicate soft cotton liner it will create a calming cocoon for baby.  Supplied with a Bamboo covered foam mattress for natural protection against allergies.  A Rattan shelf is also available to complete the laid-back look.

0161 702 5050 | sales@cuddleco.co.uk www.cuddleco.co.uk

Sweet dreams

Introducing the brand new addition to the Red Kite range - Dreamer Bedside Travel Crib. visit relatives and Providing the flexibility for when you travel or option for bedside act comp er small a r friends or if you would prefe act size and comp a is Crib de Bedsi er Dream sleeping. The new and is ion includes a handy bassinette option, dropside funct Also rt.  comfo extra finished in soft tactile padded fabric for ls also whee , ts pocke side and h rneat features handy storage unde   baby. to bance distur little with allow easy movement its own carry bag Easy to assemble and folds very compactly into on. soluti making this and ideal bedside travel crib

01454 326 555 | www.redkitebaby.co.uk

Forward thinking design SnüzPod4 promises the very best night’s sleep and meets new Safety Standards. The arrival of SnüzPod4 this autumn reaffirmed Snüz’s position as one of the leaders in the Bedside crib category, with the creative team paving the way yet again with their exciting and forward-thinking re-design. SnüzPod4 is bursting with innovative sleep-inducing features and is proudly one of the first of its kind to be tested to meet the NEW Bedside Crib Safety Standard. The new ComfortAir system features unique surface-level air-flow vents, an air-permeable mesh liner, and improved base ventilation, making SnüzPod4 even more breathable. Paired with an improved mattress, complete with a breathable 3D mesh cover for enhanced comfort and support, as well as the dual-view mesh windows and a new zip-down wall for bedside use, it is clear Snüz has raised the bar once again. SnüzPod4 has retained all the much-loved features, such as the lightweight removable bassinet and reflux incline to comfort baby, and the new design now fits more beds than any other bedside crib thanks to its new extended height feature. Available in a new Rose White and Navy alongside the SnüzPod classics of Dove, White, and Natural.

0800 145 6536 | trade@greensheep.com www.snuz.co.uk


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Caroline King inside the new premises.

Mike Donohue, left, and Barry King outside Ambassador Textiles’ new Oldham base.

The home of textiles Ambassador Textiles unveils new warehouse to accommodate business growth


extile merchant and importer Ambassador Textiles, which has supplied the nursery and children’s manufacturing industry with fabric for over 30 years, has opened larger premises following strong business growth. Established in 1972, the company has an impressive portfolio of nursery industry customers, some of whom began as small start-ups and are now well-known brands. Their experienced fabric buyers recognise that high quality and on-trend fabrics are key components in many of today’s innovative baby products and essential items. Ambassador’s product ranges, expertise and connections with UK and international manufacturers offer nursery trade buyers the best choice, service and value. Ambassador is now based in a brand new 15,000 sq ft warehouse at Vulcan Point in Oldham, Greater Manchester. The new premises have been custom designed to maximise efficiency of stock management and customer deliveries while also increasing products ranges due to consumer demand. Nursery and children’s product lines range from cool, crisp and breathable fabrics to warm, cuddly and plush materials such as fleeces and top quality faux furs used for on-trend pram trims. Ambassador’s Lambskin Anti-Pil Fleece is the highest quality. Manufactured in Taiwan and weighing 280gsm, it prevents the bobble found on lesser quality fabric thereby increasing the durability of products.

Soft, robust and super-washable, it’s the perfect fabric for nursery products such a bedding, clothing, wraps, toys blankets and much more. Made from luxurious spun polyester yarn, colours range from neutrals and soft pastels to vibrant primary colours and shades. Ambassador Textiles also offer a bespoke fleece blanket making service. Minimum orders apply so please get in touch to discuss options. A similar feel but lighter weight fleece is Ambassador’s polyester Microfleece at 225gsm. Available in traditional shades and neutrals, this fabric is soft, washable and fast drying. Cuddlesoft Velboa is a plain, super-soft cuddly fabric commonly known in the United States as Minkee Fabric. Easy to use and care for, this 100% polyester fabric maintains its pile directly after washing and has no shedding. Available in popular baby colours, trending shades of soft grey, chocolate and biscuit, along with stronger colours of brown, graphite and black. Its luxurious handle and silky appearance make this a comforting fabric used in the toy manufacturing industry. Ambassador’s 100 % Combed Cotton Interlock is a high-quality fabric produced to the company’s own standard. Its soft touch and light handle make it perfect for baby clothing, linings, nursing pillows and bibs. Available in open width and two tubular sizes, Ambassador receives regular customer requests for bulkdyeing of this fabric to specific colour matches. Due to customer demand, Ambassador has added a 100%

Organic Cotton Interlock. Meanwhile Ambassador’s 100% Cotton Waffle is used to line some of the most stylish Moses baskets and cribs. It is available in pastel pink, powder blue, cream, white and soft grey. Often referred to as Honeycomb, this is a soft yet durable fabric which is woven to make it very absorbent and it enables air to flow through its woven squares. Bamboo Terry Towelling is composed of 65% bamboo fibre, made from the pulp of the bamboo grass – a highly sustainable resource – combined with 28% cotton and 7% polyester. It possesses a high water-absorbency capacity due to the natural ability of bamboo fibres to retain moisture, along with the looped back of the fabric. The face of the fabric has a velvety texture and sheen, with an exquisite soft handle. Regularly used as a fabric in nappies, bibs, bedding and clothing, our bamboo towelling is as beautiful as it is practical. A recently added baby care fabric is Microfibre Towelling. This is a revolutionary absorbent polyester fabric which is durable yet extremely soft. It is popular with the ever-increasing sublimation printing industry. 100% Polyester Dobby Spot is a soft lightweight fabric with a matt base and a tiny lustrous repeat spot pattern, recently coming back into popularity for use in babywear and bedding. The fabric is available currently in white, pastel pink and baby blue. Ambassador Textiles’ high quality faux furs are used to adorn some of the most stylish prams and baby

www.ambassador-textiles.co.uk | www.fabric-online.co.uk nursery today


carriers, with the Longhaired range being especially popular for its striking looks and dramatic colour options. The company offer a tailored service to help nursery industry customers find the right fabric for their needs and can work with bespoke colouring services (minimum quantities apply). Ambassador founder and director Barry King said: “Our new warehouse is a significant commitment and illustrates our growth across a range of sectors including nursery and children’s products. I’m very confident that we will flourish here. It’s an excellent new base.” Managing director Mike Donohue added: “Over recent years, Ambassador Textiles has enjoyed some very strong trade. We’ve been getting organised in our new premises and have ambitious targets to strengthen our position, widen our brands’ reach and increase sales across all divisions.” Visit the website www.ambassadortextiles.co.uk to browse the whole fabric range. Email info@ambassador-textiles. co.uk or call 0161 624 4167 to speak to the experienced and helpful Ambassador sales team. Lisa Marshall focusses on nursery trade business at Ambassador.


Sponsored by The brand that parents trust www.clippasafe.co.uk

New cotbed collection from Baby Goods Wholesale Fantastic new cotbeds added to the Baby Goods Nursery range. The Isafe Monika Cotbed and Isafe Arnie Cotbed which are both suitable from birth to approximately the age of six are available to order now, with both having the additional feature of a three height mattress base, which can be adjusted as baby grows. These cotbeds are easily converted into junior beds by simply removing both of the cot bed sides and the bottom section of each end creating a stylish toddler bed. Made of New Zealand Organic Solid Pine, with a superior quality finish, with non-toxic eco friendly paint and with a smooth finish. Baby Goods Wholesale also offer a comprehensive product range spanning across car seats, prams, strollers and highchairs. Visit their website for full information.

01902 366333 | www.wholesale-baby-goods.co.uk

Isafe Arnie Cotbed

Introducing the new Tula Lite Carrier

For activities close to home or afa r, the Tula Lite Baby Carrier is made to come along.

Baby Tula have launched a lightweig ht, compact carrier made from quick-dr ying Ripstop fabric that folds away into its own hip pouch for easy carrying on the go. Ergonomic and easy-to-use, the Tula Lite is streamlin ed and supportive, the perfect compani on for activities close to home or afar. The carrier offers front inwards-facin g and back carry options with a recommended weight range of 12-3 0lbs, perfect for carrying babies approximately 4-18 months old safe ly and comfortably. This stage in baby ’s development is when flexibility and ease of use are key, helping parents manage all of baby ’s ups and downs when they most want to be held clos e. Made with lightweight and versatile Ripstop material, a favourite of thos e who are active outdoors thanks to its cooling and quick-dr ying properties, the first collection of the Tula Lite Baby Carrier will include three of Baby Tula’s most popular prints: Beyond, Discover, and Soar. Beyond has an organic dash pattern swept across a steel blue background. Discover features grey clusters of stars cascadin g across a black background. And Soar has black silhouettes of birds in flight across an olive -green backdrop. The Tula Lite is acknowledged by the International Hip Dysplasia Institute as supporting baby ’s hips in an ergo nomic M-seated position, ideal for baby ’s natural development.


Isafe Monika Cotbed

Getting close with My Babiie Let little one Sleep tight with the all NEW My Babiie ‘Closer’ Bedside Crib! Available in a trendy Marble or stylish Blush design with a rose gold frame the My Babiie ‘Closer’ side-sleeping crib allows you to sleep next to baby for the first 6 months without having to share the same bed, making it safer for you and baby as recommended by baby experts. The ‘Closer’ Bedside Crib can be used standalone for daytime naps or as a ‘closer to you’ crib with its zip down side and attachment to parents bed. Mesh sides allow ventilation for a better nights sleep for baby and the height adjustable legs mean it can adapt to the height of your bed.

hello@mybabiie.com | www.mybabiie.com 44

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Crib to cot with Shnuggle The Shnuggle Air Bedside Crib is the only bedside crib-to-cot from birth to beyond. The Shnuggle Air Bedside Crib has all the key features of babyâ&#x20AC;&#x2122;s first bed to provide a safe, close and cosy sleep space from birth. Shortlisted in the Mother&Baby Awards 2021 within the Best Cot, Crib or Moses Basket category for the Bedside Crib and also in Best Sleep Product category for the Complete Sleep System, the Shnuggle Air is uniquely designed to grow with baby; converting to a stylish cot and extending the safety and comfort for toddlers up to approximately 2 years of age which already meets the new crib safety standards based on updates made in early 2020. 028 91815169 | sales@shnuggle.co.uk www.shnuggle.com B21%1XUVHU\7RGD\DGYHUW[PPSGI

Introducing our

New Organic Nipple Balm Natural plant-ba plant-based remedy cares for tender nipples & dry skin

Contains 7 natural ingredients, C all a certified USDA Organic E Easy to apply and gentle on sensitive skin Helps H to moisturise and restore natural na softness No N need to remove before breastfeeding Also A use during pregnancy to relieve dry, d stretching skin

For more information, please visit: lansinoh.co.uk/contact-us & select 'Trade Enquiry' nursery today



New Smartpump 2.0 from Lansinoh Lansinoh launches new smart breast pump which helps to track pumping sessions Lansinoh, who has been supporting breastfeeding mums for over 35 years, has announced the launch of a new smart breast pump, which not only helps mums to track their pumping sessions via an app, but is also their quietest pump on the market. 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. The Smartpump 2.0 is also Lansinoh’s quietest pump – helping mum to pump discreetly whether away from home, or simply trying to avoid waking anyone during the night. The new pump also includes adjustable, hospital-strength suction and three pumping styles, which mimic baby’s natural feeding pattern, as well as a lightweight design and ergonomic handle – making it perfect for pumping at home or away. The ComfortFit® breast cushions are also designed to mold to mums’ shape for the best fit and most comfortable pumping experience. Lisa Craven, UK Marketing Manager at Lansinoh, said: “Our new

Smartpump 2.0 has been designed specially to help mums pump discreetly and keep track of their pumping sessions. We know all too well that many mums worry that they are not pumping or producing enough milk to build up their supply over time. The Smartpump 2.0 connects with the Baby app, to let mums record their pumping sessions and track everything from breastfeeding, bottle feeding, water intake, and even nappy changes.”


Expectant times

One stop shop with JANE Did you

know that JANE sell a vast range of qu ality Pregnancy and Maternity items?

Expecting a baby is a wonderful moment for so many families, however pregnancy itself can come with many uncomfortable times, with sleep being perhaps at the core. This is possibly why we see a continual growth in the popularity of good quality support pillows, which can also be converted to assist while feeding once baby is born.


f course this isn’t the only area where pregnancy can cause a level of discomfort. We are however, as an industry fortunate that there are products that have established themselves as must have items during pregnancy and beyond which are actively researched by expectant mums, for example, maternity bras, breast pumps, breast pads, etc. Pregnancy is also a time where retailers have the opportunity to engage with expectant parents for the first time, normally after the three month trimester and can offer their advice and knowledge for products that will be required once baby is born.


nursery today

These include innovative and durable products which are all designed to make family life better. Their Soki socks for tiny walkers are best sellers along with their cribs, nursing pillows, bouncers, toys , boosters, slings, bed rails, baby carr iers… the list goes on! Once baby is born a great product is the Universal Bath tub. This is a grea t solution for parents who live in a flat with no bath as it can be used in the shower. Others buy it to save water, or for outdoor bathing. For details on the full range contact:


centre panel

2-in-1 multi-award winning

pregnancy support & feeding pillow

back support cushion

Unique shape designed to promote the health of mum

bump support cushion

leg support

and baby Encourages the user to lie on their left hand side the best position to promote maximum blood flow between mum and baby during sleep Supports back, bump and knees to aid

restful sleep

2-in-1 use - use as a support pillow during pregnancy, and as a feeding pillow once baby has arrived




01538 399 541


Dreamgenii Gets Social

Since CMS bought Dreamgenii back in 2014, the Dreamgenii Pregnancy Support and Feeding Pillow has amassed legions of users who credit the styl ish pillow with helping them get a good night’s sleep from their second trimester onwards. As well as encouraging pregnant women to sleep on their left side for optimal foetal positioning , the patented design of the Dreamgenii also comfo rtably supports back, bump and knees. Thanks to its compact and unique shape it also takes up less room in the bed. As well as being a musthave for pregnancy, many mums-to-be choose Dreamgenii because of the longevity of the product as it can be used as a feeding support pillow when baby arrives. Fans of the Dreamgenii have taken to sharing image s of the product on social media and thanks to the stylish designs, the pillow has become instaworthy with mums-to-be and influencers sharing how the pillow not only helps them sleep but matches their interior. Jasmine Clowes, Senior Marketing Assistant at Dreamgenii said: “We are always inundated with customers praising the genius that is the Dream genii so decided to utilise our social media channels by working with pregnant women and key influencers to share stunning imagery to show it’s not just an ordinary pregnancy pillow .” There are five different designs featuring mute d pastel shades and patterns as well as a white soft cotton jersey Dreamgenii. The fashion-led shades match perfectly with nurseries and curre nt interior trends.


Supporting breast feeding mums Lansinoh, who has been supporting breastfeeding mums for over 35 years, has launched a new nipple balm which is certified USDA* organic and is free from additives and preservatives. The balm features only seven ingredients, all of which are organic, and also has no smell or taste. The natural, plant-based remedy has been developed to care for breastfeeding mums, as well as for use as a preparation balm for mums-to-be who want to prepare their nipples for breastfeeding. It can also be used during pregnancy to relieve dry, stretching skin. The balm is easy to apply and is gentle on sensitive skin, helping to moisturise and restore natural softness. Because of the natural and organic properties, there is no reason to remove it before breastfeeding.



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Introducing our NEW

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Expansion for

Little Poppets This month we question Little Poppets owner Caroline Pizzey to find out how they are currently operating and their recent refurbishment. Little Poppets opened in 2012 and relocated in 2014. What was the decision behind your current location in Sevenoaks, Kent?

David and I are originally from Kent. On deciding to open our own Nursery store after both working in the industry for many years, we spoke to our main suppliers for advice on where they thought in the country was lacking a nursery store and it was quite unanimous that North Wales at the time was the best location that we could open. We were unfortunately unable to open in Kent at the time due to already having stores across the county. In 2014 I fell pregnant with our second child and decided that we wanted to be closer to our families, it all slotted in to place perfectly as Babycare in Pettswood was closing for retirement so we were able to secure our location in Sevenoaks.

How successful has your store been since opening your doors?

We were very successful in Llandudno, so on moving to Sevenoaks and starting again the first couple of years took a while to get established but with the help of social media, word of mouth and the Health Visitor centre in the hospital next door we have now become one of the largest nursery stores in the South East. We have every 2 years expanded our premises which has been a huge success.


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Since opening your doors, what would you say has been your largest challenge or achievement?

Our largest challenge has been keeping up with online/website, the ever-changing colourways and pricing, this a job in itself! We for the first time in years now have a current modern page (we hope!). Our largest achievement has been increasing our floor space and establishing our brand within the local area.

What is your current floorspace and how do you manage this?

We have an unusual store compared to most as we are technically 5 shops that are interconnected, when we first started we were one shop and as the years have passed we have ‘knocked’ through in to each one as they have come available.

A s a store I feel th at w e sp ec ia lise in all th in gs B ab yS ty le ! We have no w, sinc e retu rn in g in June , beco me th ei r fir st offic ia l Fl ag Sh ip store.

which has proven successful for you?

Do you place brand names at the heart of your business?

Appointment Only! This has proven to be a better way for our customers to shop with us. Our customers receive a more personal one to one service where they can view our whole store in comfort. This has increased our sales massively as we have found only serious customers are booking.

How important are these to you?

You stock many key nursery brands - is there a particular category that you feel you are experts in?

I believe that our business would not be where it is today without the major brands. This is most definitely the heart to our business.

These are incredibly important to us and we spend a lot of time working with these brands and protecting them within our area.

With the current pandemic, have you altered any aspect of your business

As a store I feel that we specialise in all things BabyStyle! We have now, since returning in June, become their first official Flag Ship store. We have every range in every colour on display for customers and have just officially opened with their support the first UK

Charnwood Nursery Furniture Showroom. This has proven to be amazing over the last few weeks and has brought in a huge amount of appointments during October.

Do you have a particular product or brand that is performing well for you at present?

We have 4 brands in store that are performing amazingly - Egg, Oyster3, Cybex Platinum range and Snuzpod4.

You have a strong online presence; how does your website perform alongside your showroom?

This has been one of our main focusses for 2020 and is now as strong as the store. I find that the majority of customers view this before visiting and if they haven’t purchased on their appointment we do receive the orders via the website. We use our website as our support rather than for ‘bargains’.

What type of Social Media activity do you run and is this key to your success?

We use our Facebook and Instagram pages heavily for advertising, demos and love a Sneak Peek… this helped us massively during the pandemic to build a strong following. We are currently playing with tik tok at the moment……. not sure that we are cool enough yet!

Do you feel we have sufficient innovation in our industry and is there a particular product category that you feel has seen the highest level of innovation?

Wow, what can I say? It has been such a difficult year for all however we are seeing some amazing new products that have been recently launched. The pushchairs sector at the moment is in my opinion at one of the strongest levels it has ever been. The egg2 is going to be the ultimate winner for 2020/2021.

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You have recently had a store re-ďŹ t with BabyStyle - why was this and what are the beneďŹ ts to you as an independent retailer?

During the pandemic we decided that we wanted to really come back with bang with it being an exceptionally difficult time for pregnant women not being able to have the normal experiences other families have been able to do. The main feedback we had during the weeks of being closed was that now with the demise of Mothercare they were finding it hard to find somewhere that had all the pushchairs available to compare. After many brain storming evenings with our team we made the decision to re-launch our store and more importantly support the brands that had really supported us during the weeks we were closed. BabyStyle was for us the biggest support during this time. We contacted Andy Crane and the team with an initial idea and budget and after many emails and visits our showroom was born. It has had such an amazing response so far and we cannot thank them all enough for the huge team effort. We now have lots of unique displays that give our customers the best experience possible when visiting, but most importantly our stunning Charnwood Exclusive furniture showroom.

I strongly believe that customers are now wanting to visit shops rather than purchase online, I think experiencin g the world as just an online only place during lockdown has made many now more than ever start looking to buy local and more importantly looking to purchase from independently run businesses.

How has the new layout been received by your customers?

Everyone that has so far visited has given us some amazing reviews. It has been greatly received by all that they have somewhere local they come to see all the major brands together. We are now a one stop shop that not only can they purchase their travel systems but also we can help with their nursery furniture but displayed in a way they can envisage within their own homes.

Do you envisage any particular consumer trends over the course of the next 12 months?

I strongly believe that customers are now wanting to visit shops rather than purchase online, I think experiencing the world as just an online only place during lockdown has made many now more than ever start looking to buy local and more importantly looking to purchase from independently run businesses. Mothercare falling has had a huge effect on our footfall and we are still relishing the phones ringing daily with customers booking appointments.


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How do you manage consumer expectations? How important is customer service to your business? Customer service for us as a store is our main priority, a huge part of our customer base is from recommendations. I believe especially with stock delays because of the pandemic we need to be as honest as possible.

Finally, are there any exciting plans on the horizon?

We are especially excited for the next 6 months as we have our own exclusives coming that we have designed with our key manufacturers ready for Christmas. There are only a couple more installs that are due to be completed over the next few weeks which should hopefully see the back of the builders! Our main concentration moving forward will be on our social media presence and we will have something exciting to unveil shortly.


Spring into action We all want a good night’s sleep, which is perhaps why there is now a higher emphasis being placed on baby or infant mattresses.


attresses are a product category which have seen changes over the years and have kept inline with consumer trends, with more brands recognising the need to address the type of materials used with ‘breathability’ and ‘anti allergy’ properties being perhaps at the core of R&D. With consumer magazines and online publications/advice websites regularly publishing articles on safer sleeping and lists of ‘do’s and don’ts’ when it comes to sleeptime, this gives information

Perfectly sprung Mattresses Matter… Make It ClevaMama Every parent knows that sleep is a vital part of baby’s development. In fact, babies spend 50% of their time in deep sleep so choosing the right mattress is so important. Founded on safe, secure sleep for baby, the ClevaFoam Pocket Sprung mattress reduces pressure on baby’s head, increases support and decreases the risk of Plagiocephaly (flat head syndrome). In addition, its open cell structure makes it breathable, hypoallergenic and toxin free, ensuring your baby is safe and comfortable. If your baby is sleeping well, that means you’re sleeping well, making the ClevaMama Pocket Sprung mattress worth its weight in gold.

+353 1 8770724 info@clevamama.com www.clevamama.com


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hungry parents a better level of information of higher grade mattresses and their benefits rather than a simple piece of covered foam for their baby to sleep on. We all know the importance of a good nights sleep and the majority of us place a huge emphasis on the mattress that we sleep on with this indeed also becoming the case for baby/infant mattresses with parents turning their attention to what their little one will sleep on. Considering the length of time that we spend

asleep, which is more so for babies and infants, it is not surprising that more and more research is being conducted in this category by parents. With a higher level of research it would be fair to state that consumers are looking more closely and the materials used in manufacture and of course mattresses which state ‘breathability’ on their labelling. Of course mattresses are also a great up-sell opportunity and more retailers are seeing the benefits of offering consumers quality products.


Natural selection

Concerns about household allergies can be alleviated with a mattress from CuddleCo - each of their brands has techno logy known to reduce allergies.

The CuddleCo mattress ran ge encompasses foam, open spr ing and poc ket sprung cores with a super sof t cover featur ing natural bamboo. Bamboo material is hypoal lergenic and temperature regulating kee ping the mattress cool in summer and warm in winter. In the Mother&Baby Gold Collec tion the Tencel mattress covers are treated with Purotex, an organic probiotic which is proven to eliminate house dust mites by 93.7% and cat hair allergens by 92.8%.  A cleaner, fresher, healthier sleep environme nt.  Guaranteed.

0161 702 5050 | sales@ cuddleco.co.uk www.cuddleco.co.uk

Made in the UK Relyon are proud to announce the re-launch of their award-winning nursery mattress range in the independents in January 2021. Manufactured at Relyon’s dedicated nursery production facility in Wellington Somerset, the Relyon Luxury Pocket Sprung Mattress won ‘Best Safety Product’ at the 2019 Mother & Baby Awards. Featuring individual pocket springs and Oeko-Tex 100 certified materials throughout; the mattress includes a breathable and washable temperature control cover, anti-allergy Actipro natural


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treatment, plus benefiting from a chemical free sleeping cover. Having been recently shortlisted for the same category for the 2021 Mother & Baby Awards, it’s not hard to see why this award-winning mattress is loved by parents across the country.


Profile REYLON


There is a huge focus on quality and control and all mattresses are independently tested to the highest European standards. In 2019 Relyon were granted the highly trusted Kitemark accreditation from the British Standard Institute (BSI) for their Somerset factories.

Truly independent

Reylon have been manufacturing mattresses for nearly 40 years with a dedicated Nursery facility in Somerset, here we take a closer look.


ollowing the recent management buy out, Relyon become an independent company once again. Commenting on the acquisition, Ian Topping, Chairman of the new business, said: “I am delighted to have been able to lead the acquisition of Relyon which is a great UK manufacturer with a 150 year history of making high quality beds in the West Country. Having formerly been Chief Executive of the Relyon Group from 1993-2010, I have real belief in the underlying strengths of Relyon and its people. As an independent business, I will be working closely with Alan Chapman, Managing Director, and his team as we focus on developing our excellent products and

close customer relationships to grow the business significantly and with this create new jobs.” Relyon Started life in 1858 as a wool merchant in the Somerset town of Wellington by the founding Price family as Price Brothers and Co. The business moved rapidly into manufacturing beds and in 1935 changed its name to Relyon Ltd. Since that time the Relyon brand has become synonymous with the highest standards of product design and manufacturing throughout its entire product range. Fine craftsmanship, time and high quality materials are invested into every bed Relyon produce. With over 150 years experience of manufacturing a vast range of high quality sleep products for all age ranges, Relyon is recognised today as the leading

UK manufacturer in its field. In 2019 Relyon were granted the highly trusted Kitemark accreditation from the British Standard Institute (BSI) for their Somerset factories. To achieve BSI Kitemark certification on all the company’s factories underwent rigorous assessment to prove all products are manufactured with the upmost care and skill amidst rigorous factory process controls. The BSI Kitemark certification also demonstrates that every new product has been independently tested in an accredited laboratory to withstand extremely demanding safety and durability tests. Steve Birds, Nursery Sales Manager commented: “The BSI Kitemark has been a trusted symbol of quality and safety in the UK for almost 115 years and we’re thrilled to be the first bed manufacturer to be awarded BSI Kitemark certification, a mark of quality and distinction that is highly trusted by consumers. The quality standards we set ourselves as a company are extremely high and what customers can confidently take from this certification is the importance we place on going the extra mile to consistently manufacture beds of the highest quality and reliability.” There is a huge focus on quality and control and all mattresses are independently tested to the highest European standards. All mattresses

comply with EN16890 and flammability regulation BS 7177. Relyon have their own internal laboratory, allowing them to carry out the most rigorous testing on all their products especially as they go through the development phase. Relyon have been manufacturing nursery mattresses for nearly 40 years, supplying some of the biggest retailers in the UK, becoming the most trusted manufacture of nursery mattresses. They have a dedicated Nursery facility in Somerset which manufactures up to 50,000 mattresses a year. Previously under the brand of Slumberland, they manufactured the biggest selling mattress in the independents. From January 2021 this will be sold under the Relyon brand, keeping all those amazing award winning features. The Relyon Luxury Pocket Sprung Mattress won ‘Best Safety Product’ at the 2019 Mother & Baby Awards and it’s not hard to see why this awardwinning mattress is loved by parents across the country.

Contact: steve.birds@relyon.co.uk 58

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CarGoSeat: the revolutionary new booster seat CarGoSeat is a revolutionary car booster seat which simply transforms into a lightweight, wheelable travel case. Suitable for children weighing 22kg to 36kg and a minimum height of 125cm, the seat has been rigorously crash-tested and adheres to UK/EU EC44/04 regulation safety standards. CarGoSeat is available in four bright colours – purple, pink, green and blue – to suit every child’s style and to help them to stand out in busy environments. Recognised for its innovative functionality by parenting favourites Bizzie Baby, Right Start Awards and Loved by Parents, the seat has scooped a Made for Mums award along with an approved travel accessory accreditation.   Additionally, The Independent’s Indy Best, voted CarGoSeat their ‘pick of the bunch’ in a recent review of ‘Best Kids’ Luggage. Not only delivering a great 10L of storage space and guaranteed for 12 months, CarGoSeat is perfect as a second seat for grandparents or other family members. The seat can even be used as a booster seat option in restaurants and the easy clean hard plastic shell is perfect, when hygiene is at the forefront of everyone’s minds. 

+44 7909 926454 | www.cargoseat.com

Nana’s Manners Introduce New Ranges for Nursery The first complete feeding range from baby to child. After the successful launch of their unique cutlery for children on the BBC’s Dragons Den, Nana’s Manners continues to build on their mission to make mealtimes easy. Their new expanded ranges of products help parents simplify the feeding journey for children. Breaking this journey down into three simple steps allows parents to instantly understand their child’s needs at each distinct phase; ‘Stage 1 Discover’ supports the first steps of weaning, when children discover solid foods from 4 months. ‘Stage 2 Confidence’ supports toddlers as they begin to grow in confidence, wanting to eat all by themselves from 12 months+. Pantone 299 C

Pantone 185 C

‘Stage 3 Independence’ where children develop co-ordination and independence with eating. Nana’s Manners design their own products with a child first approach, helping parents choose the product that is right for their child’s age. The ranges are designed and developed around children’s learning, coordination and fine motor skill development, approved by experts and used by paediatric and healthcare professionals.

Stockist enquiries please contact info@nanasmanners.com or visit www.nanasmanners.com/trade

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nursery matters JOHN BARKER Image source: pexels.com

Barking Mad Pramland’s John Barker has a feeling of Déjà vu : The feeling that one has lived through the present situation before – either that or glitch in the Matrix. Sadly it’s not the latter, welcome to Lockdown 2.0 one and all!


o, here we are back in our stores, doors bolted shut, stock still coming in, telephones ringing off the hook with concerned parents to be and a slump in another quarters numbers. The introduction of a second lockdown has alarm bells ringing more than the last time for me. The systematic destruction of the high street continues and this time we are getting even less support. The pittance of a grant available to qualifying business represents a drop in the ocean. As per the previous lockdown the nursery industry has been forced to hunker down and go in to hibernation whilst the supermarkets and Amazon become the big winners. I can only speak for our actions (I’m sure this will apply to all of your stores too) but as the months have passed our Covid policy has remained steadfast. We have maintained our strict cleaning standards, continued to operate by appointments and have successfully managed to limit access to the store in order to remain safe.


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On the flip side the supermarkets seem to have adopted the “we aren’t being forced to close so why bother?” strategy. Remember the supermarkets in Lockdown 1? They had queues outside, they had one way systems, social distancing and people telling you that the aisle was closed. Not anymore! Some stores I’ve visit over the past couple of months have really slipped and now we are the ones forced to remain closed. On a couple of occasions I have found myself in a store and have said to Mrs B “there’s way too many people in here for this to be safe”, to which I was told “stop being a miserable old f**t”. Ok so we may have played it over cautious but I would rather do it that way. Better safe than sorry in my book. In my mind the nature of an item being classed as essential or not is poorly based upon it being sold by a “preferred retailer” or not. Nursery goods are classed as essential as they can be sold by my local supermarket but we can’t open as we aren’t a

this all As far as I’m concerned we’ve done th e before. To pa raphrase Jay from m ed ate”. Inbetweeners “Lockdown? Completloc own If anythin g I feel th at this new mkds and will be easier, we developed syste we just figured everythin g out months ago, aga in. need to slip in to those old shoes


supermarket. Thatâ&#x20AC;&#x2122;s the sort of maths that will earn little Johnny an F- on his GCSEâ&#x20AC;&#x2122;s. The implementation of the banding of acceptable businesses is questionable to say the very least. Donâ&#x20AC;&#x2122;t get me wrong our industry has had it VERY easy compared to the leisure industry. Due to the nature of our goods every customer that would have shopped whilst the door is locked will simply buy when itâ&#x20AC;&#x2122;s re-opened. Many industries will simply lose the sale to other items. The perfect example of this is the Holiday industry. Every penny in peoples bank accounts ear marked as â&#x20AC;&#x153;Holiday 2020â&#x20AC;? has now been spent in Dunelm or B&Q! The home improvement stores will have a terrible 2021 as there wonâ&#x20AC;&#x2122;t be a room in the country that hasnâ&#x20AC;&#x2122;t seen a paintbrush this year. As far as Iâ&#x20AC;&#x2122;m concerned weâ&#x20AC;&#x2122;ve done this all before. To paraphrase Jay from the Inbetweeners â&#x20AC;&#x153;Lockdown? Completed mateâ&#x20AC;?. If anything I feel that this new lockdown will be easier, we developed systems and figured everything out months ago, we just need to slip in to those old shoes again.

If anything the lockdown has come at a good time as it does buy us all a little time when it comes to stock issues. Itâ&#x20AC;&#x2122;s remarkable how much more approachable customers are under lockdown conditions. Itâ&#x20AC;&#x2122;s almost like they suddenly accept that their order coming late is the result of something out of everyoneâ&#x20AC;&#x2122;s control and that itâ&#x20AC;&#x2122;s affecting the entire globe and not just their order. In addition to this it comes at a time that historically sees our trade slow down as we head towards the end of the year, rather now than in January. Iâ&#x20AC;&#x2122;m optimistic that November wonâ&#x20AC;&#x2122;t be as good (I say good, I actually mean average) as usual but December is set up to be a recording breaking month for our industry! We, like many of you are already looking at an appointment diary bulging with appointments. Appointments all ready to spend their hard earned in our stores. I just hope they arenâ&#x20AC;&#x2122;t due in January, they may be disappointed with the limited choices of in stock items. How the lockdown will impact on Black Friday remains to be seen. Many of us have bought in to promotions that we will have to hold

If anything the lockdown has come at a goo d time as it does buy us all a little time when it comes to stock issues. on to until we are able to reopen. This does mean that many of the online retailers will have sold through their stock and we can all pick up the late purchasers, or those that missed out, so thatâ&#x20AC;&#x2122;s a little win. As long as we can re-open in December, as advertised Iâ&#x20AC;&#x2122;ll be happy with that. I think every one of you reading this will agree when I say 2020 was the strangest of years. Ups and downs in equal measure. 2020 saw us all start the year with a huge boost off the back of Mothercareâ&#x20AC;&#x2122;s closure, it then saw us hit lockdown and we all felt unhappy. Upon re-opening we all saw another huge increase in business that only hit a

brick wall when we had to lockdown again. As we head to 2021 I feel semi-positive. The news of multiple vaccines has seen the stock market rally and will invariable create consumer confidence. If we can get on top of the situation and return to business as usual Iâ&#x20AC;&#x2122;m sure our industry will see another bumper year. Even if it doesnâ&#x20AC;&#x2122;t thereâ&#x20AC;&#x2122;s a chance we may actually get on holiday! And just remember, all the so-called experts have forecast a baby boom. . . .and thereâ&#x20AC;&#x2122;s nothing we love more. . . Expect Baby Yoda (but that goes without saying).










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Consumer insights:

FANFINDERS Image source pexels.com-j-carter

The Christmas countdown

Parents will still be spending this Christmas – in fact they’ve already started!


fter a year that has seen the world turned upside down by COVID-19, it’s fair to say this Christmas is going to be a bit different. Many brands in the nursery industry and beyond are ensuring their ecommerce plans are robust for digital-first festive shopping, but how are UK parents approaching this holiday season? We surveyed over 3,000 parents in the Your Baby Club network in October to understand more about how priorities have shifted, how spending behaviours will change from years’ past and whether this will actually be a Christmas like no other.

The early bird…

“Get your Christmas shopping done early” has been the war-cry of highly organised individuals since the beginning of time. With concerns around delivery times and stock levels

lingering from the previous lockdown, this year may finally be the one where the rest of the UK joins them. In fact, almost half of those surveyed (47%) have already started their Christmas shopping, with a further 39% saying they will be starting in November. Which begs the question: when does the Christmas period officially begin? The answer, if you have little ones, is that ‘it’s already started’ – over 15% agree with that statement at least. The general consensus though, is that December 1st (according to 47% of parents) or ‘sometime in November’ are the correct markers.

Keeping up traditions

Another big factor at play this festive season is the general desire for ‘normalcy’ and that can have a huge impact on consumer behaviour. For many people, this Christmas

Almost half of those surveyed (47%) have already started their Christmas shopping, with a further 39% saying they will be starting in November.

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represents a chance to put a turbulent period behind them and shift focus to creating memories with family, if lockdown and quarantine rules allow of course. 98% of parents surveyed think it’s important to share holiday traditions; and ‘getting and decorating a tree’ (40%), ‘spending time with family/ friends’ (21%) and ‘watching Christmas movies’ (14%) top the list of holiday activities parents are most looking forward to doing with their children. But while other traditions parents follow include leaving mince pies or other food out for Santa, hanging stockings and writing letters, it’s not all about the classics. 93% believe it’s just as important to start new traditions at Christmas.

Which could also explain why over 40% will be creating Christmas Eve boxes, a trend that has only appeared over the last few years in the UK.

The lowdown

So, are – as widespread consumer forecasts would suggest – parents going to spending less this Christmas? The results are mixed. While 45% say they are going to spend less compared to last year, the remaining 55% say they will be spending the same as last year or more. Delving into the figures in more detail, over 30% of parents still plan to spend £250+ on presents for each of their kids this Christmas and over a third (37%) will spend £200 or more on food shopping. As for how parents will be doing

For more information on FanFinders and the consumer insight they can offer, call: 0203 808 3011 or visit www.fanfinders.com

their Christmas shopping this year compared to last, over half said ‘all or mostly online’. There has been a staggering 121% increase in parents shopping ‘completely online’ from last year. While last year a third (33%) of respondents did their shopping ‘all or mostly in-person at shops’, this year just 10% are planning to shop that way. This is a 68% decrease, and when we take into account the 69% increase

in people who will be shopping ‘majority online’, represents a full swing in behaviour. A more resilient group is those parents who prefer a 50/50 split of online and at shops. 36% shopped that way for Christmas last year and despite the current situation, 33% still hope they can do the same this year. With online shopping taking centre stage, attitudes towards the Black Friday sales are of particular interest – especially when ‘bargain shopping and using coupons’ is the top method UK parents use to keep their holiday spending under control. Nearly half of those surveyed (48%) said they will be doing at least some of their Christmas spending around Black Friday, and over a third (35%) believe the Black Friday sales are

superior to those at Christmas and Boxing Day.

Behind the spending

In searching for the motivations behind parents’ spending, getting their child that “must-have” sits fairly high. Despite 75% thinking kids now are more spoilt than when they were that age, 57% of parents said they would research online until they find that perfect gift, 40% would visit multiple shops and 27% said they would make multiple visits to the same shop. Over a quarter of parents (26%) also said they feel pressure to keep up with other families at this time of year and 42% of those surveyed said they would use a credit card to pay for presents or food, including last-minute purchases. Meanwhile, the impact of Christmas ads is a more divisive issue. Although 74% of respondents believe these adverts officially mark

57% of parents said they would research online until they find that perfect gift, 40% would visit multiple shops and 27% said they would make multiple visits to the same shop

Image source pexels.com

the start of Christmas, 37% also think they have lost their appeal in recent years. But most importantly, would parents change where they shop based on a Christmas ad? Only 10% said yes. Perhaps the power of Christmas ads is in their loyalty and staying power instead.

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club, the fastest growing mums network in the UK. With over 2.5 million members, our network covers over 80% of the UK baby market. To get more insights and to download our Mums and Moms pandemic report, head to: fanfinders.com/insights

BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines. CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABYWERELD N O R WAY B A B Y, H O B B Y & L E K E T ØY POLAND BRANŻA DZIECIĘCA RU S S I A PA R E N T S ’ C H O I C E S PA I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

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BC M I President Tanja Kraemer tel.: +49 (0)9 5 1 861 1 1 9 , bc mi@ba byc a rema ga z ines.com www.ba byc a rema ga z ines.com

25.05.2019 20:20


The stunning Noordi range

Expansion always, in all ways! All change at Johnston Prams as new brands come on board


as it really been 25 years since Johnston Prams started selling nursery goods across the UK and Ireland? Here Johnston Prams Marketing Manager, Donna McCullough, highlights key milestones and new product launches. Down through the years, we have been lucky enough to work with great Independents. And we have enjoyed hosting many of our retailers who have taken time out to come and visit us.

The Noordi Brand has exceeded our expectations With a quarter of a century under our belt, we are delighted to be bringing some interesting new brands into our portfolio to sit alongside JANE. We have invested in a major refit of our warehouse so that our new brands have a comfortable home. Our expansion started earlier this year with Noordi, the Scandi pram brand, which has already been taken on by leading retailers across the UK and Ireland

who have welcomed Noordi onto their floors. Aesthetically, Noordi is a stunning range combining functionality and value for money. And we love the fact that Noordi is a family business manufacturing in the EU. This keeps the global footprint to a minimum.

In these difficult times, many people are investing in their homes and interiors, so it is a good time to launch Cocoon ‘4 In 1’ furniture Furniture has always been something that we have been very interested in adding to the Johnston Prams portfolio. But it has been difficult to find sustainable quality products that offer something just that little bit extra. Recently we were delighted to discover the Cocoon brand


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Evaluer 4-in-1 stage Natural: Cocoon’s stunning Evoluer 4-in-1

Donna McCullough from Australia, which ticks every box there is to tick. This furniture is designed to evolve, lasting from birth up to the age of around 5. With so many people investing more in their homes these days as, let’s face it, there’s nowhere else to go,, it seems fitting to get into selling furniture to help create nurturing, elegant spaces for families. It is a good time to launch Cocoon. We have invested in considerable stocks for reliable supply so please do get in touch if you want to find out more. It is sustainable, beautifully crafted from 100% wood, and, best of all, it grows with the child, transforming from crib, to bed to sofa.

The JANE FAMILY is expanding as well, with a focus on quality car seats

and safety features. The world’s only lie-flat carrycot/ car seat, The Matrix, which has won multiple awards, is still a best seller. Parents appreciate the fact that it keeps baby in the lie flat position whilst travelling, which is important for new-borns and helps prevent oxygen desaturation. We also have BeCool car seats on offer, along with popular German engineered Concord seats – there is something for everyone. And don’t forget our range of quality baby ‘must haves’ that sell very well. These include our famous Soki socks, cribs, highchairs, hygiene and bath time accessories, maternity essentials, baby side cribs and travel cots, baby toys…the list goes on.

JANE is still a core element to our business and most of you will know that the JANE family now includes Concord and BeCool. We had hoped to a launch a real gamechanger for the car seat market at the Harrogate Nursery Fair. It is the JANE Groowy, a 0-12 years safety seat with a unique, super safe, near-flat infant carrier, which can be clicked in and out of the main seat and onto all major main brand chassis (with adaptors), including JANE. This innovative seat is the only one children will ever need and has impressive health

Tara with her Noordi: Our blogger Tara, from Sister & Sons, out and about with her Noordi

Looking forward to Harrogate 2021, but happy to dropship in the meantime With a big red circle around 28-30 March 2021, we genuinely cannot wait to see retailers, old and new, on our stands Q123, Q130, Q132! Please remember drop shipping is available for all our brands. This may be of particular interest for those who are considering our Cocoon furniture. Look out for our offers and emails and contact us for more details. We would love to hear from you! For information email sales@johnstonprams.co.uk or contact donna.mccullough@ johnstonprams.co.uk

Sales Managers: Mid/North England, Mark Waldron: markawaldron@btinternet.com

groowy-5-stages: The 0-12 Groowy car seat from JANE

Scotland and Ireland Jason McCullough: jason@johnstonprams.co.uk Northern Ireland Gary O’Boyle: goboyle@ntlworld.com South/South West England and South Wales Martyn Still: mspremiumnursery@yahoo.com



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notice board And the business went on …

Robert Anslow M anaging Director

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.


The Baby Products Association has been hosting a UK Pavilion at CBME in Shanghai for many years with great exporting success stories from participating companies. 2020 presented obvious challenges, but the Department for International Trade in Guangzhou, together with the CBME organisers, pulled out all of the stops to make it possible for UK businesses to participate in the show as planned. Using the same footprint as previous years, stands were built and branded with prominent GREAT Britain & Northern Ireland branding and Chinese representatives were given product training to enable them to present and promote the British products to visitors to the show. Participants included Sweet Dreamers, My Carry Potty, Brush-Baby, The Cheeky Panda Ltd, and Bickiepegs.

Confused about new Brexit import and export rules? From 1st January 2021, the rules surrounding importing and exporting goods between the EU and Great Britain will change. The Association has received numerous enquiries from its members asking how this will affect their businesses and consequently it has put together two useful guides: ■ Preparing to export goods from Great Britain to the EU from January 2021 ■ Preparing to import goods from the EU to Great Britain from January 2021 Links to these guides were emailed out to members in October, but if you didn’t receive them or would like them to be sent again, please contact: info@b-p-a.org Don’t forget, as a Baby Products Association member, you also have free access to a 24-hour Quest business helpline which can help with a number of human resources, health & safety and legal issues. There are also numerous useful documents available to download from the Quest website including draft contracts, agent agreements, recruitment and redundancy documents and much more. Association members can access full details of this service by logging into the member’s area of the website at www.b-p-a.org

Robert Anslow, managing director of the Baby Products Association, commented: “This year has proved challenging for businesses full stop, let alone international trading, so we are massively grateful to Sunshine Zhang of the Department for International Trade in Guangzhou and the organisers of the CBME show for making the UK Pavilion possible. Having Chinese representatives on the stands actually worked very well as it eliminated language barriers and the branding on the stands made it blatantly clear that the products being presented were all British brands. The professionalism of everyone involved in delivering the UK Pavilion demonstrated that good things can be achieved even with greatest adversity.”

Be in the know about child car seat requirements Earlier this year the Baby Products Association published a definitive guide in association with leading child car seat manufacturers and European safety experts: Child Car Seats – Ending the confusion. The guide has been written to give a clear understanding of the law surrounding child car seats, what parents should take into consideration when choosing a car seat and highlights the importance of correct installation. It has been written using simple, self-explanatory guidance to be used by both retailers selling car seats and the consumers purchasing them. The intention was to print and distribute copies of this guide at Harrogate International Nursery Fair in March, but obviously with the show postponed, this couldn’t happen. It is currently available in digital form on the Association’s website at www.b-p-a.org to download – and will be printed ready for distribution at the Harrogate show in March 2021.

In the news … EU court ruling threatens EU-UK data flows A preliminary ruling by the EU’s top court in October dealt a serious blow to the prospect of digital information being able to flow freely across the Channel after Brexit. From January 1, the United Kingdom will lose its automatic status as a safe destination for EU data because it falls out of the EU’s legal system. To keep the data taps flowing after Brexit, the UK’s data protection regime needs to get a stamp of approval from the European Commission in what is known as an ‘adequacy decision.’ In its decision, the bloc’s highest court said that legislation like Britain’s Investigatory Powers Act – rules that provide local national security agencies significant powers to harvest people’s information – fall foul of the bloc’s fundamental rights.

Competitive Council agrees on EU research programme The Competitive Council’s position on the programme called ‘Horizon Europe’, discussed in European parliament since 2018, has now been formally approved by the Council in September. The main aims of the programme are:

1. 2.

To develop, promote and advance scientific excellence, support the creation and diffusion of high-quality new fundamental and applied knowledge, skills, technologies and solutions, training and mobility of researchers; To generate knowledge, strengthen the impact of research and innovation in developing, supporting and implementing union policies and support the access to and uptake of innovative solutions in European industry, notably SME’s.

Next steps will be to obtain the approval of Parliament and the European Commission. 66

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Buyersdirectory Textiles

Coordinated Bedding


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


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Nursery Today November 2020  

Nursery Today November 2020