Nursery Today November 2021

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contents Re g ul a r s

News 6 pshot upplier Sna S 5 3 , 4 3 , 2 17, 3 op on Tour 0 Talking Sh 6 , 9 5 , 8 5 , 3 5 Products 63 New s aby Product 66 The B ciation Asso

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the team Editor Penny Franks


Ad Manager


Christine Contreras

Production Director Paul Naish

Production Rick Vickers

Managing Director Mark Naish

Chairman Malcolm Naish

Barking Mad

This month Pramland’s John Barker shares his views after his recent visit to Harrogate.


Circulation Robert Thomas

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



Retail Matters

Online4Baby’s Managing Director, Christy Foster is celebrating a successful Harrogate and introduces you to their new team members.


Retail Matters

Babyland Fife and NSG admin Yasmin Ali gives her thoughts on the Harrogate Int, Nursery Fair.

Features 16 36 42

Wheeled Goods & Accessories Nursery Furniture Mattresses


Harrogate Int. Nursery Fair 2021 Review


Cover Story

Hauck highlights their all-terrain pushchair Runner 2. This three-wheeler offers a comfortable and safe ride for the child. It simply flies over cobble stones, uneven trails and bumpy roads.










editor’s letter Instagram: nurserytoday LinkedIn: Nursery Today


hat can I say – Harrogate - what a is extensive!), how could any visitor not find what show! For many of us the they were seeking? Harrogate Int. Nursery Fair The show also provided a great platform for in represented our first opportunity person product demonstrations, viewing new as an industry to get together, speak with products that had launched and of course spotting like-minded people and socialise happily within upcoming trends, for example fabrics, colourways, the halls of the Convention Centre, which housed sustainable/eco-friendly product ranges. more than 200 brands spanning across five halls. Harrogate was also the home of the coveted The desire for a UK trade event was evident BANTAs (sponsored by Nursery Today) and the throughout the duration of the show, with retailers Concept & Innovation Awards – you can find a certainly voting with their feet – I don’t think I spoke round-up of all the winners over on The Baby to a single exhibitor or visitor who were Products Association Page (page 66). Huge disappointed this year! With so many leading congratulations to all the winners! brands, for example, Of course, Harrogate just “We really enjoyed the BabyStyle, Dorel, Joie, Nuna, wouldn’t be Harrogate without Graco, Britax, Chicco, Recaro, show and felt that it an after-show party and what a offered a wealth of Silver Cross, Red Kite, Baby great event that was! brands new and old. We Jogger, Cybex, Venicci and Sponsored by Anex Baby, The Peg Perego (this is just Baby Products Association, also loved seeing new naming a very small products and new ideas.” BabyStyle, Chicco, Cybex, Joie, selection, as there were so Lorretta Owen, Jolly Tots Peg Perego, Silver Cross and many key brands exhibiting UPPAbaby the evening event this year) and there were also those who exhibited was attended by more than 500 people all of whom at the show for the first time, for instance, Mamas & enjoyed free drinks, a hot buffet and live music from Papas, Eggcellent Lighting, My Babiie (again the list Func on the Rocks - a live six-piece party band. This event certainly proved to be a great way to wind down after the first day of the show – a huge thank you to all the sponsors. The mood of the three days in Harrogate was most definitely upbeat with independent retailer Lorretta Owen from Jolly Tots telling Nursery Today “We really enjoyed the show and felt that it offered a wealth of brands new and old. We also loved seeing new products and new ideas.” Kiddies Kingdom’s Managing Director, Mohammed Patel also felt the upbeat mood of the show stating: “Everyone was excited to see each other after so long of no nursery trade shows. It was great to see a lot of major brands return and I believe that also gave the show a boost compared to the decline it had experienced pre-pandemic.” We bring you a round-up of the show in this issue – simply turn to page 48 – you may even have been ‘caught on camera’!

Check out our wheeled goods feature starting on page 16. The 2022 show dates have also been announced so dates for your diary are 16th - 18th October 2022. You can find more information on the 2022 event at This month we also turn our attention to the wheeled goods category with our feature starting on page 16 and shine the spotlight also on nursery furniture (page 36), mattresses (page 42) and pregnancy & maternity products (page 64). Finally, we would also like to thank Kate Stevenson from Great, Big, Small who assisted on the Nursery Today stand at Harrogate. Kate thoroughly enjoyed meeting the Nursery Industry. If you have any digital marketing or design needs including website builds, ecommerce, branding, social media or automation Kate can be contacted either by email or telephone 01442 974088.

Harrogate Int. Nursery Fair 2021 proves a success, turn to page 48.

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Sponsored by

Nursery Connections announces team expansion Nursery Connections continues its strategic growth plans with the appointment of Steve Birds as Commercial Manager. John Lennard MD, at Nursery Connections Ltd, says ‘I am delighted that Steve will be joining our team, he will be supporting the new business growth plans and driving the business forward’ Steve will be known to many from his days at Britax and more recently as Sales manager at Relyon. Steve will be working closely with the sales and development teams to bring new exciting products into the nursery marketplace, whilst at the same time continuing to provide a premium service with competitive pricing. Steve can be contacted via email,

Great news for Maxi-Cosi Pebble 360 infant carrier

Pebble 360 infant carrier from Maxi-Cosi highly rated in safety by STiWa In the results published for October 2021, Maxi-Cosi performed fantastically with the brand’s newest infant carrier among the extensive 26 new products that were tested industry-wide. Rating amongst the highest performers in the test was the new Maxi-Cosi Pebble 360, which was awarded an impressive four stars (1.8 rating) when used with the ingenious FamilyFix 360 base. This is just the fourth time that StiWa has tested the Group 0+/1/2/3 car seat category, and the team at Dorel Juvenile are thrilled that the newest model in their range is setting the bar. Marketing Manager of Maxi-Cosi in the UK and Ireland, Debbie Wakefield said: “To have received such praise from this international testing foundation is testament to the innovation, design and in-house testing of our car seat range at Maxi-Cosi. Each of our car seats are tested above and beyond the regulated requirements before it goes to market. To continue to achieve such high results in the STiWa testing confirms why Maxi-Cosi is a market leader in all areas of children’s travel. We have high hopes for the newness in the coming year as we continue to push the boundaries of innovation in child safety.”

Bibado now available at

Baby Brands Direct Multi-awarding wholesaler, Baby Brands Direct, are pleased to announce that they have a new brand to offer their retailer customers. British bib and weaning brand, Bibado, is now exclusively available to UK trade customers through our website. Bibado offer stylish and practical solutions to parenting problems, making weaning a breeze. Their unique Bibado Coverall Bib is an innovative overall that straps to the table, helping catch food and reducing spills. These attractive, modern bibs come in a range of different colours and designs. Coordinating, ergonomic weaning cutlery is also available! Register with Baby Brands Direct today to gain access to this great brand! 6

nursery today and direct phone, 07590 182691

Baby & Toddler Show Reports Excellent Results

The Baby & Toddler Show returned to Sandown Park at the start of October and reported a triumphant return for exhibitors after 18 months’ wait. The unique opportunity to safely interact and drive high volume direct sales with a pure target audience of expectant and new parents – whilst also meeting key marketing objectives including sampling, data collection, NPD research and brand building – has proven to be irreplaceable during the pandemic. The Baby & Toddler Show was marking its 32nd event since launching in 2012, and now moves on to Manchester in November, before editions in Bristol, Glasgow and Liverpool in the New Year. Show director, Clare Barker commented, “After an excellent first event we’re very pleased to report ticket sales for our Manchester event next week are also in great shape. We’ve already sold enough tickets to our primary audience of pre-natal mums and dads to know that exhibitors will get a great return on investment, and that the Manchester show will be a success for all involved.”

Lansinoh finds their

perfect partner Maternal health brand, Lansinoh, has announced a partnership with online platform ‘A Mother Place’, to sponsor the giveaway of free antenatal classes. Lansinoh is supporting new parents and has teamed up with Becca Maberly, author and founder of A Mother Place, to provide free classes to four mums every month. The courses are written and created by Obstetrician and Gynaecologist Roger Marwood MB BS, MSc, FRCOG, who has delivered more than 5,000 babies and supervised another 20,000 births, as well as Becca Maberly herself, a leading pregnancy and postnatal expert. The partnership has been announced as part of Lansinoh’s campaign to support new mums during pregnancy and the fourth trimester, and open up conversations around post-natal recovery so that more mums feel prepared for their own journey.

Cozy N Safe

are over the moon! Cozy N Safe are on a winning streak. On the back of three different seats winning awards from independent reviewers Bizziebaby, Cozy N Safe have won another award. Their Brand new Morgan 360° i-Size Car Seat won The Baby Products Association’s BANTA Best New Product Award last week at the Harrogate International Nursery Fair. Harry Jhamat Co-owner of Cozy N Safe said “We are absolutely over the moon with this award. To be given the award, not just as the best car seat but the best new product is overwhelming. We invest a lot of time and effort into each and every product we bring to the market and for the Morgan 360° i-Size, beating some of the biggest names in the industry is truly breath-taking. We can’t wait to continue releasing stellar products at reasonable prices for our retailers.” To find out more about the Morgan i-Size or any other product contact their friendly sales team on 01902494905.

Visitor registration now open for

Toy Fair 2022

The British Toy & Hobby Association (BTHA) has announced that registration has opened for visitors to attend its Toy Fair 2022. Following a hiatus in 2021 due to the pandemic, the 68th edition of Toy Fair will take place from Tuesday 25 January to Thursday 27 January at to Olympia London. The event, which is the largest dedicated toy, game, and hobby trade exhibition in the UK, will occupy a new layout across the Grand and National Halls. To ease the application process, attendees from any of the past three Toy Fairs will receive a Smart Link to their existing profile, so they only need to check, update, and submit their details to receive their 2022 e-badge. All visitors must pre-register before they arrive on-site at the show. Unlike previous years, you will not be able to register for your visitor pass on-site, as part of Covid-19 safety guidelines. Attendees can register for free at Follow the latest exhibitor and show news on Twitter at @toyfairuk



deluxe nursery chair The perfect nursery companion that looks at home in any room of the house.

The Eden Deluxe Nursery Chair & Co-ordinating Foot Stool (sold separately)

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Sponsored by

Another Award Win in the Pod! The team at Snüz is thrilled to have won yet another award for its much-loved SnüzPod4, having scooped the top spot at this year’s Junior Design Awards. The brand’s signature bedside crib was awarded gold in the category Best Crib/Pod/Moses design, with one of the judges saying they could not live without it! The stylish bedside crib stood out thanks to its many innovative features, including its revolutionary ComfortAir breathable system and 3D mesh cover for enhanced comfort and support. It’s also loved because of its dual-view mesh windows and zip-down wall for bedside use, allowing wall-down use overnight to keep mum and dad safely by baby’s side. The judges also liked the handy reflux incline feature and eye-pleasing design, with one commenting: “This is just such a well-designed, good-looking crib and the new ComfortAir system and improved mattress make this a bedside crib that’s hard to better.” Nitin Jain, Head of Marketing said: “We are honoured to have had our SnüzPod4recognised in these trusted awards and to have scooped the top spot in such an important category, is just brilliant. It is fair to say the SnüzPod is not shy of awards, but it is a privilege when they are tested by true experts in the industry.”

For trade enquiries email:

The Entertainer

Dates for

Harrogate 2022 announced Harrogate International Nursery Fair has announced its new show date for 2022 – 16th to 18th October at the Harrogate Convention Centre. Adrian Sneyd, show organiser, explains: “There has been much deliberation about when the show will work for most brands after the covid disruption. This year’s October show has proved hugely successful for exhibitors involved and we have therefore decided to stay with October for 2022.” Companies exhibiting this year will be given priority booking for the 2022 event and will be contacted once booking for the show opens.

launches its biggest ever Santa’s Grotto

The Entertainer has teamed up with Mattel to deliver its biggest ever Santa’s grotto experience this Christmas. After the success of last year’s virtual experience, the toy chain received feedback that this format was much preferred by families compared with meeting in person and has therefore once again partnered with Mattel to bring Christmas cheer to families and nurseries across the UK. Groups will be invited to Santa’s grotto digitally and given a virtual tour of his North Pole home. This will include the kitchen where Mrs Claus will be preparing for Santa’s voyage, the workshop to say hello to the elves and the letter-sorting room, topped off with a face-to-face meeting with Santa himself in his own supersized, spectacular festive headquarters. From late November, competition winners and children chosen by charity partners will have the opportunity to speak to Santa one-on-one, learn about his life in the North Pole and tell him what they hope to see under their Christmas tree this year. The Entertainer and Mattel will help host more than 90 groups at the North Pole. At least 45 will be part of the Salvation Army’s Enabled project: a group of nurseries which support children and their carers living with disabilities as well as Salvation Army supported preschools, foster carers, and childminders.

TotsBots Gives

Back to Charity At the start of the Covid outbreak in 2020, leading British reusable nappy brand TotsBots sprang into action by making colourful face masks for adults and children from their factory in Glasgow, which sold instantly from their website and other retailers. In a generous gesture of giving back to the many dedicated care staff who have worked tirelessly throughout the pandemic, TotsBots is donating a total of £30,316 to two charities. Glasgow Children’s Hospital Charity, which fundraises to ensure that every baby, child, and young person treated in Scotland’s largest children’s hospital receive the extra special care they deserve, will receive £20,138. Additionally, the NHS Charities Together, a national independent charity with a network of over 240 NHS charities across the UK that provides extra support to care for NHS staff, patients, and communities, will receive £10,178.

Toys“R”Us and babies“R”Us

returning to UK in 2022 Toys“R”Us ANZ Limited and WHP Global, the parent company of Toys“R”Us and Babies“R”Us have announced they have signed a landmark long-term exclusive licence agreement for Toys“R”Us ANZ to run digital and physical retail commerce for Toys“R”Us and Babies“R”Us in the United Kingdom. This highly significant milestone is an acknowledgment of TOY’s commitment to the brands and successful relaunch in Australia of Toys“R”Us and Babies“R”Us, and a testament to the collaborative working relationship with worldwide brand owner WHP Global. “We selected Toys“R”Us ANZ as our partner to expand into the United Kingdom because of their proven success in launching with us in Australia under the leadership of their CEO, Dr. Louis Mittoni,” said Yehuda Shmidman, WHP Global and Toys“R”Us Chairman and CEO. “Toys“R”Us today is a vibrant business with over 900 stores and e-commerce sites across 25+ countries generating over US$2 billion a year in sales and growing, especially with the new launches underway for both the US and UK markets.” Toys“R”Us ANZ plans to commence online sales to UK shoppers over the next several months, initially from existing operations in Australia, whilst it works to establish local teams,


Coffee Break Nursery Today questions Ravi Chambers at Hubble Connected on their baby monitor range. How have Hubble Connected positioned themselves within the baby monitors sector? Hubble Connected is a market leader in smart nursery category. Through our integrated technology platform, the HubbleClub App, we combine award winning products with a connected ecosystem of analytics, machine intelligence and digital services to provide the safest and smartest parenting experience everywhere. The new range launching in the UK offers affordable innovation from competitive price points to our premium market leading flagship models.

What is currently within Hubble Connected monitor the range? Our range of baby monitors include audio, video and smart connected video monitors. The Hubble Nursery Pal Deluxe is a smart connected 5” video monitor with a touchscreen Parent Unit that doubles up as a baby’s first tablet with preloaded baby content. Our ecosystem of smart nursery portfolio includes a prenatal baby heartbeat tracker, baby health & wellbeing smart scale, air purifier and soother.

Do you have a hero monitor that is currently performing well? Hubble Nursery Pal Premium, our flagship smart connected video baby monitor with a Remote Pan Tilt Camera and a 5” touchscreen parent unit is being received very well in the US market.

Do you feel that consumers are looking more closely at monitors that have additional features, for example can be used via an app? Absolutely. Every parent wants to be always connected to their baby and also want to know as much about their little one’s health and well being as possible. For instance, the HubbleClub App is built on 4 key pillars that give parents the peace of mind in terms of Growth, Development, Nutrition and Sleep activity. The App allows you to stay connected with a secure 24/7 live streaming of your baby and you can track their growth, feeding, diaper change and nap times. The App also records motion activated video recordings, Babyzone, gives detail daily, weekly and monthly sleep insights of the baby, video sleep diary and much more. The App truly makes the parenting experience Smart ensuring the safety and health of your baby.

How are your currently driving consumer awareness to the brand? We realise that if a mum or dad understands the foundation of our mission and the empowering technology behind what we are creating, the path to purchase would be that much easier. We have customised websites for each region. We recently launched our brand and products in the UK at the The Baby Show, Olympia and we got tremendous response to the show with many new and future parents engaging and experiencing our products. We have a strong social media following of 256K followers on Instagram where we promote our product, engage with our users and use the platform to receive critical feedback from our consumers on what they like or dislike about our product or App and make changes wherever necessary and applicable. At a global level, we are participating in CES Pepcom 2022 and a whole lot of consumer PR is happening in the US as we speak which includes TV and print coverage, experiential reviews, collaboration with parenting and tech influencers, road shows, trade and consumer events etc. 10

nursery today

Get connected with Hubble Hubble Connected launches in the UK and wows with groundbreaking tech. Award-winning international technology brand Hubble Connected is launching an ecosystem of products tailored for use right from prenatal stage, through to baby and toddler years and beyond. Having created and sold over 11 million market-leading baby monitors to-date under various global brands and armed with over 12 years of experience in emotional tech plus being a dad of 3 himself, Dino Lalvani, founder and CEO, set out to disrupt the market by rebranding Hubble Connected with an emotional tether that aims to bring families closer, keeping them connected and ensure home & child safety. The UK range, which launches from October, will see a broad catalogue of choices for every budget and requirement including smart video monitors with a 5” smart HD interactive touch screen, two way talk, infrared night vision, baby camera with privacy mode and the ability for remote connection via smart device. Nursery Pal Premium is born from the desire to create a baby monitor that is a companion to both kids and parents. The Touch Screen Parent Unit allows parents to keep an eye on the baby but has also been created with babies in mind. It is loaded with lullabies, stories, audio books and games to keep babies and toddlers entertained. Nursery Pal Dual Vision is equipped with dual-lens that act as the two eyes of a parent – its dual-lens is built to enable parents to monitor multiple angles of any room at once. Designed by real parents, the brand is using the latest technology to drive innovation in the connected nursery market, and each connected product will be supported by the newly launched HubbleClub App. Providing a 24x7 video feed stream, sleep insights, growth tracking and expert parenting tips and sleep advice, the HubbleClub app also includes an enviable cache of stories and games for parents to play with babies and younger children. Safety is a top priority at Hubble Connected and the devices will also be ISO/IEC 27001 certified to ensure that effective security controls and policies are in place. |

Cover Story Hauck

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D a I

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T t a w a u n a

5)& 164)$)"*3 ' 0 3 0 6 5 % 0 0 3 -07&34 The hauck Runner 2 offers a smooth ooth ride for sporty parents and manoeuvres vres easily through city and countryside

39 CM


1 F s t w s d s a p c t c m

ABOUT HAUCK For over 100 years, hauck has been inventing, developing, and improving the best products for children. What matters to families most is: safety, support, and the feeling of belonging. That’s why hauck’s purpose is to help parents care for their new-born babies for the very best start in life.

mesh window

2in1 carrycot

Discover the outdoors with the hauck all-terrain pushchair Runner 2. The three-wheeler offers a comfortable and safe ride for the child, while parents don’t need to worry about the way. It simply flies over cobble stones, uneven trails and bumpy roads. ) & * ( ) 5Ŵ " % + 6 4 5" # - & 1 6 4 ) ) " / % - & Thanks to the height-adjustable push handle, the Runner 2 has an improved steering experience and new mums will benefit from the backfriendly design that caters to the individual posture. If family members are of different height and sharing the pushchair, this feature will be crucial to everybody’s happiness level. -"3(& "*3 8)&&-4 Thanks to its large air wheels, even shopping in the busy city centre will now be a pleasure and a bump-free ride. The lockable swivelling front wheel allows for easy manoeuvring in narrow aisles and supermarkets, while the large basket underneath will store all your purchases and newly found treasures. Enjoying farmers markets and shops without breaking one’s back. 1 3 05 & $ 5 * 0 / " ( " * / 4 5 4 6 / " / % 3 " * / For extra comfort from the beginning up to preschool age, this great capacity pushchair features an XL seat with a full flat lying position, as well as a canopy with UPF 50+ protection that shields the child against the sun and rain. On hot days, the back of the pushchair can be opened, showing a large mesh area that allows optimum air circulation as well as eye contact between parents and baby. On rainy days, the rain cover can be pulled over the pushchair, offering additional protection. The footrest is made of easycare material, making the Runner 2 look wellmaintained in no time despite muddy shoes.

Sales enquiries contact: Website:

4 " ' & 5 : ' 0 3 :0 6 3 $ ) * - % The reflecting rim on the canopy’s outside helps to get home safe at the end of the day, allowing approaching vehicles to notice the pushchair from far. For the safety of the pushchair itself, a 5-point harness, an easy foot brake and a safety front bar are part of the deal. The bumper bar can be folded to the side for an easier access and allows the older child to climb into the seat independently. ' 3 0 . # * 35 ) If a family is planning on using the Runner 2 right from birth, we recommend the snuggly 2in1 hauck carrycot that can be later transformed into a boot cover. It fits directly onto the seat and can be easily taken in and out. $ 0 . 1" $ 5 ' 0 - % * / ( 4 * ; & For all travelling purposes, the Runner 2 folds away compactly. It can even be rolled while folded up to save any extra strain on new parents backs. At only 11 kg, this large pushchair is surprisingly light, making it fun to move it around outdoors or lifting it up.

. " 9 * . 6 . -0 " % , ( With a total capacity of 25 kg loading weight (22 kg child, 3 kg basket) and a super stable frame, this allrounder will be a long companion to families at an unbeatable price-value point.

Originally, the company was founded in Germany in 1923 by Felix Hauck as a basketry business. Since then, hauck has developed to a full service provider of baby care products – always with parents and their needs in mind. The product range has constantly been developed further: The baskets were followed by footmuffs, pushchairs, travel cots, highchairs, safety gates, as well as toys. Other product premieres such as various new-born sets further improved hauck’s leading position on the market. Today, the hauck product range provides new parents with peace of mind, so they can focus on their growing family.

? w o n k u o D id y

Swift X + Swift X Canopy „Minnie“

Hauck was the first German company to launch a foldable pushchair and the first and only Disney licensee in the field of nursery products as well as doll accessories in Germany in 1989.

Mica Pro Eco

Care for today, and tomorrow. Our purpose at Maxi-Cosi® has always been to care for precious life, but that care doesn’t end when children outgrow our products. We want to ensure a better and greener world for all of the babies we’ve safely carried home. That’s why we’re introducing the Mica Pro Eco. Suitable from birth to four years old and made with 100% recycled fabrics it’s designed to care for our planet and for future generations.

EcoCare The responsible choice As one of Europe’s most trusted car seat brands, we see it as our duty to lead the way towards a sustainable future, and are committed to doing so for our own and our consumer’s children. With Eco Care, the Mica Pro Eco uses recycled fabrics that still have the same soft and breathable qualities that parents would expect from Maxi-Cosi®. Both the extra-padded seat with soft Baby-hugg inlay and the cover are made with these luxurious recycled materials, ensuring comfort for baby, and peace of mind for parents. Each Mica Pro Eco uses 19 recycled plastic bottles in its fabrics.

G-CELL 2.0 Improved impact absorption To ensure the safety of each baby we carry, we’ve improved on our innovative G-CELL Side Impact Technology, that provides an extra-protective built-in guard with it’s honeycomb shaped, shock dispersing structure.

FlexiSpin rotation Our innovative FlexiSpin technology is a built in rotational system that enables all of the Maxi-Cosi® rotating car seats to be smoothly turned 360º using only one hand.

Easy-in harness Easy in. Easy out. Thanks to the Easy-in harness system, it’s quick and hassle-free for parents to get their child in and out of the car, which is just one less thing to worry about.

ClimaFlow Always the right temperature

Better comfort The Mica Pro Eco boasts an even bigger recline angle

We’ve created larger ClimaFlow panels on the Mica

(31º near to lie flat) for best-in-class sleep comfort. This

Pro Eco to allow for improved ventilation to children’s

provides the most relaxing sleeping position for the

head and neck. Breathable foam and fabrics also help

child’s head, aiding peaceful naps when travelling.

encourage better air circulation to ensure little ones are always kept at the right temperature.

At Maxi-Cosi®, we’re always willing to listen and adapt to the needs of the modern family. The Mica Pro Eco answers the requirements of the caring and responsible parent who wants comfort, safety and convenience.

Available to order now in Authentic Black and Authentic Grey, RRP £319.99. To find out more, contact your sales representative at

Feature WHEELED GOODS Image courtesy Maxi-Cosi, featuring the Adorra Luxe

Best wheel


The wheeled goods category is definitely not a static sector, with brands keeping pace of current consumer trends and purchasing behaviour.


hen we look at wheeled goods, there is a wide variety of choice available from many established brands, as an example travel systems, compact folds, strollers and joggers, but what is currently driving this sector? First time parents will often consider a complete travel system, which can be great for retailers looking to offer their customers a comprehensive bundle offer, but what makes travel systems such a popular choice for many? “Travel systems have always held a strong position with their popularity showing no sign of waning.” BabyStyle’s Managing Director, Andy Crane told Nursery Today. “A travel system is perhaps one of the more expensive purchases they make for them and their baby, having cross compatibility across brands of car seats with strollers is a huge advantage when it comes to selling in bundles and meeting the needs of new parents.” Dorel’s Marketing Manager, Debbie Wakefield, would agree stating: “Travel systems provide


nursery today

parents with more options when they are out and about with baby. For example, if their little one is sleeping on their journey, it means that they can be transferred easily from the car to the pushchair without disturbing them.” adding, “Plus, if consumers purchase a travel system bundle, like the Maxi-Cosi Adorra Luxe, you remove the complication of compatibility with different brands’ products. However, most pushchairs are compatible with Maxi-Cosi infant carriers, making our car seats the go-to for many parents regardless of which pushchair they choose.” Of course, lifestyle plays a pivotal role and although a customer may feel that a particular travel system may what they want, it may not actually suit with Joie’s Head of Product Development, Damon Marriot stating: “Ascertaining a customer’s lifestyle is paramount, or the consumer could easily end up buying a product that is completely unsuitable for their lifestyle needs and will end up unhappy and disappointed. Therefore, it is vitally

“Ascertaining a customer’s lifestyle is paramount, or the consumer could easily end up buying a product that is completely unsuitable for their lifestyle needs and will end up unhappy and disappointed.” Damon Marriot, Joie important that retailers ask those questions to ascertain the consumers individual needs so that they can confidently make an informed choice.” As there is clearly a great level of choice across all the sub categories when we take a look at travel solutions in the wheeled goods

sector, are consumers turning to the internet and researching products prior to purchase, or can online research sometimes hinder parents in their purchasing decisions? “Consumers are able to consume more information than ever when making their purchasing decisions. When they visit retailers for the first time, many will already have a shortlist in mind. Whether it be through review sites, social media or Press articles, the consumer is able to attain a lot of information to aid them.” Said Nuna’s Brand Manager, Steven Smith adding: “However, with so much information available, it can sometimes overwhelm the consumer. I think our retail partners do a tremendous job of providing consultative advice, which is why physical stores are so important to this category.” What about current trends? We asked Debbie if we are currently experiencing any consumer trends forming when we look at wheeled goods? “Purchases in this category are usually defined by the lifestyle of the consumer.” Commented Debbie.


“Parents who live in more rural areas will opt for an all-terrain product and those that live in cities will most likely choose a compact fold, so trends tend to be less of a consideration, particularly with first-time parents.” However, that doesn’t necessarily mean we aren’t seeing any trends emerging, with Debbie adding, “Where we are seeing trends forming is in the colourways of wheeled goods. At present, neutral, muted colours such as oat and stone are becoming very popular. This echoes recent fashions trends as parents are looking for a pushchair to match their taste.” Whatever a customer is seeking, whether it be, for example, a travel system, compact fold or stroller, one thing is for sure – the new generation of parents are definitely starting to look more closely at products across all nursery categories that hold a level of sustainability or eco credentials. We asked Andy for his thoughts. “Being eco-friendly is creeping into everyday life and shopping for wheels is no exception. Sustainability and longevity is something parents are looking for these days, with brands factoring this into products. As manufactures we are also always looking for ways to improve and reduce our use of single use packaging.” Steven agrees stating: “It is the hot topic at the moment, and rightly so. The use of chemicals in the fabrics of the items is of concern to parents. Thankfully across our range we avoid this by doing things naturally with our fabric selections. This ticks a lot of boxes for parents. As a company we are constantly innovating our manufacturing practices to ensure we are at the forefront of sustainability and limiting our impact on the environment.” More brands are now looking more closely at this aspect when we look at wheeled goods, with Debbie stating: “ This is certainly a consideration of this new generation of parents, safety and comfort are the top priorities, but the modern parent is definitely a lot more environmentally conscious and wants to be more responsible when it comes to their purchases. In the current climate, sustainability and longevity of use are key.” Finally we asked Damon whether for those who stock wheeled goods does this offer also up-selling for retailers? “Absolutely, the up-sell always comes through the demonstration, as sometimes a product that is lighter or offers a more compact fold is worth the extra spend, to make the day to day use easier for the parent. Combine this with the in-store ability to see and feel the fabrics on higher end products, it becomes a lot easier to up sell the product.” 18

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Supplier snapshot Nursery Today questioned Nuna’s Brand Manager, Steven Smith on his thoughts on the wheeled goods category. Are you seeing any consumer trends forming when we look at wheeled goods? Not necessarily trends, consumers are ultimately looking for wheeled goods that best suit their lifestyle. Dependent on where they live, for example an apartment or in the countryside, they look for products that can integrate into their ‘normal’ as seamlessly as possible. At Nuna we have a range of strollers that meet that criteria, whether it be the all rounder MIXX next, the city dwelling TRIV or the convertible DEMI grow. All of which are available as travel system, which is an important consideration, particularly to first time parents.

What focus in placed onto brands in this sector? In the premium space, brand and style is what attracts them to the product, functionality and quality are what confirms their original interest. A new pushchair is going to travel a lot of miles and be part of the family for years to come, it is important that it meets the needs of the consumer, lasts the duration but looks good too.

Are consumers seeking additional features/functions? Additional features and functions are what makes a product stand out. At Nuna we are constantly adding new features to our products, whether it be the new magnetic buckles, hidden storage pockets or dream drapes in our carry cots for snoozing babies, they all make the parents life easier. As we always say, nobody wants to be wrestling with complicated baby equipment. Simple, Practical, Stylish – Three words our brand lives by.

Is weight and fold a priority? It is certainly a consideration, but again it depends on the consumers lifestyle. The Wheeled category isn’t one size fits all. By having a range of products in the category, Nuna are able to cater for the needs of a wide audience and meet their requirements.

How important would you say it is for retailers to discuss lifestyle to guide customers toward suitable options? Absolutely crucial! A consumer needs to make an informed decision that meets the practicalities of their life, whether that be the property they live in, the local terrain, the transport they use or their physical capabilities. All of these are factors that need to be considered as if the product doesn’t meet these needs, it could just lead to frustration from the customers perspective.

Are consumers seeking wheeled goods that either are, or can be adapted, to create a complete travel system? This is particularly important to first time parents as they generally aren’t experienced with these types of products. Over recent years, Nuna has taking this into account and all of our wheeled items are either available as a travel system or can be converted to. We like to make the consumer and retailer experience as simple as possible and offer flexibility with the products we produce.

Do you feel we have sufficient innovation within this category? It is a competitive market and brands are always coming up with new features to entice consumers and retailers. As a brand Nuna places a huge emphasis on this, whether it be the use of certain materials, such as sustainable Yak wool in our winter footmuff, Japanese bearings in the TRVL wheels or magnetic buckles across our latest range of products, they all create value in the eyes of the customer and creates point of differentiation.

1(: &2/2856 635,1*



Compact and lightweight

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

Winter warmers with


Two new winter accessories launched.

Most of you would have seen the new Doona colour and accessories on CuddleCo’s stand at Harrogate, but if you haven’t – Doona have now launched two new Winter accessories, which are perfect for the colder weather. 

 CuddleCo also shared the new gold Doona Car Seat and Liki Trike which was a firm talking point.

0161 702 5050 |

SMILE with

Britax Römer

The new and improved award-winning SMILE III provides parent and baby the ultimate travel solution for comfort and safety. Quickly and easily change from pram, to car seat to pushchair with just a few clicks. The super slim frame of 57 cm and swivel front wheels make any journey with your baby a breeze. Whether you are popping to the shops, visiting the park or going for a picnic the extra-large shopping basket will carry everything you need.

Handle height? We have it covered. The adjustable comfort handle makes using pushing the SMILE III easy for everyone. Plus, the Flip Flop brake will fix both rear wheels for safe stopping as well as preventing your shoes from getting dirty or scuffed. ■ ■ ■ ■ ■ ■ ■ ■

Central and front wheel suspension with swivel front wheels for a smooth journey in town, the countryside or anywhere in-between Extra-long backrest of 58 cm Extra-large hood offering UPF 50+ with ventilation window for improved air circulation on hot days Compact free-standing fold prevents fabrics from getting dirty Lie-flat backrest and footrest for when little on gets sleepy Reversible seat unit to allow the little one to look at parent or see the world Easy to use harness which can be adjusted with child in the seat Available colours, Space Black, Frost Grey, and Indigo Blue | 01264 386034 20

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Advertorial Britax

Compact comfort

for on the go! Introducing the new B-AGILE R from Britax Römer - a stylish, slim buggy for comfort and mobility on the go. ■ Suitable for use from Birth – 22 kg approx. 4 years ■ One-handed pull fold makes folding the pushchair quick and easy ■ Puncture-free wheels-preventing any unexpected punctures while out with little one ■ Spacious and strong basket to hold all those extra everyday essentials ■ Narrow base of 56 cm allowing you to move easily around busy towns and cities ■ Compatible for use with Britax Römer infant carriers with additional adapters ■ Pricing starts from £329, talk to the Britax team today for more details. 01264 386034 | nursery today




elegant styling

The Stylo Class pram from Bébécar combines classical, elegant looks with modern engineering. The beautiful large wheels can be set to steer, for perfect manoeuvrability. The Stylo Class combination includes the chassis, a large carrycot with hood, a lie-flat and reversible pushchair seat with hood, and raincover. For a complete travel system, the Bébécar Easymaxi LF infant car seat is available in matching fabrics and will fit the chassis without the need for adaptors. The breath-taking Stylo Class is available in a choice of 6 Specials fabrics and 1 Classic fabric, for a touch of luxury every day.

01692 408801 |

First-class travelling for baby and beyond Little ones can travel in luxury with the Ickle Bubba Eclipse pushchair. Suitable from birth, the Bubba Eclipse is super stylish with a seat that can be raised or lowered depending on what parents prefer. And with the built-in Bubba Board, there’s room for hop-ons! Stylish and practical, the Eclipse travel system comes with luxury super soft fabrics, leatherette detailing and a chrome chassis. With an integrated Bubba Board Standing space for baby as they grow, it’s also great for an older sibling. No matter which bundle parents choose, it comes with a rain cover, changing bag and mat, footmuff carrycot and lower seat adaptors. 22

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Four in One This 4in1 pushchair is the driver of your dreams with plenty of ways to roll and a fast way to fold. The bumpier the better for finiti, with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres. When out and about, little one is shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time. |










Go up & down aeria™ 4in1 pushchair Looking back or facing forward, this height adjustable multitasker always moves in the right direction. Raise your outings up a level with a height adjustable seat that keeps your passenger close.

See me get up close Scan with mobile camera to learn more


Great collections from

Leclerc Baby

Leclerc Baby offers wheeled goods for everybody. The three different collections (MF Plus, Influencer and Hexagon) offer a product for every lifestyle which can be further customised to the customer needs with the matching broad range of accessories. The three different price points of the collections also make the pushchairs available for a broader target group. To top it off, the profit margins on the Leclerc Baby products is extremely generous. Want to know more? Contact Paul, Cath or Josh and they will be happy to go over all the details with you. | |

Big adventures with Aeria from Joie

Looking back or facing forward, this height adjustable multitasker will always keep you moving in the right direction. The height adjustable seat means you can keep your passenger close, and when in world facing mode, the seat will carry growing kiddos up to 22kg, so you can look forward to years of adventures. Aeria can also be used as a 4in1 travel system, pairing with the i-Level and ramble carry cot for one sleek ride.


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20 Years Enjoying the journey YEARS






Perfect partnership for


Global baby brand CYBEX and Sports company PUMA have teamed up to create a collection of strollers aimed at active parents who enjoy taking their little ones along for the ride when they exercise. The collection features two styles. The ZENO is a 4-in-1 multisport stroller which can be used for push or pull running. It features innovative ‘hands free’ technology designed to give parents a natural running experience and can even be attached to a bike or skis (coming soon), while the AVI is a lightweight sport stroller, ideal for running.

life begins


tfk duo - The stroller that grows with your family The new tfk duo combi pushchair with patented combi units (carrycot & seat) suitable from 0 to 36 months: The combi pushchair from tfk that accompanies your child safely and comfortably into life right from the start. In addition to the new and innovative combination unit (carrycot & seat), the tfk duo combination pushchair offers a choice of 12 inch air or air-

chamber tyres. The combi units transform from a carrycot with comfort mattress, which is one of the largest on the market, to a comfortable seat. Versatile features such as the infinitely adjustable backrest or the insertable footrest allow you to use the tfk duo from birth up to 36 months. It is also equipped with a leather push handle (PU). The tfk duo combi pram is perfect for twins as well as for siblings and especially for all those who do not want to compromise. |


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J-TOURER T: 0800 8807 906


Sight seeing with new strollers Baby Jogger has two exciting new strollers coming out next year. Discover City Select 2: a single to double stroller for the urban growing family. Launching in February 2022 in two fashions, this stroller will follow parents anywhere in their adventure with all-terrain wheels, adjustable handlebar, 28 ways to ride and a compact fold. From May 2022, Baby Jogger is launching their first 4-wheel modular stroller. The City Sights will offer a reversible seat, all-terrain wheels, a one hand compact fold, a leatherette handlebar and much more.

Contact Chris Grech-Cini for more information.

New additions from

Red Kite

Red Kite took full advantage at Harrogate of the opportunity to present current and new additions to the popular core Push Me range of strollers. The Harrogate Int. Nursery Fair gave Red Kite the chance to finally showcase their full range of the enormously popular Push Me Pace Travel systems to the trade, which are already proving so popular that they can’t keep in stock! Iso fix compatible and jam packed with so many features and still with the Red Kite value. Another new addition is the modern solution to having two children, the exciting Push Me Dubl in on trend Charcoal Grey and Pistachio. Complete with all accessories including two padded large footmuffs, lots of features, lightweight and easy to push and fold down and is available any day now!! Red Kite also introduced a brand new mid range every day stroller, the Push Me Vica which had a great response from visitors to the stand. Value, quality and practical, all essential features that stand out to make this new stroller a winning addition to the range. The popular Push Me Quatro buggy from birth has had a face lift with a subtle new chassis finish, smarter wheels and a generously padded seat added as standard spec which has already had brilliant feedback. Check out the full range over on their website. 28

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Leclerc Baby:

ready from birth

cessor ies, With a broad range of ac airs can the Leclerc Baby pushch 0 to 5 be seen as an all in one years solution.

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Perfect for travel Nuna’s compact TRIV stroller is the perfect travel companion. With an easy-to-fold flat design, oversized storage basket and easy to flip fold seat, it’s perfect for city living or jet-setting travellers. The MIXX next is both stylish and practical – making life as easy as possible, it’s equipped with a luxe leatherette accented pushbar, removable armbar and large storage basket. 30

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Multi award-winning DEMI grow prides itself on being able to do more with less. It’s travel system-ready, easy to fold and can hold an additional sibling seat, allowing you to convert effortlessly from a single to a double or twin stroller.

Same base, next stage

Same base, next stage

The NEXT system™ offers ultimate flexibility with four solutions for the first four years, conveniently using one base for all compatible products. ™ next offers™ultimate adaptibility as the foundation of solutions a modular system with TheBASE NEXT system offers ultimate flexibility with four for thecompatible first four years, ™ ™ ™ CARI next, a carry cot car seat; PIPAone next, our versatile infant car seat; ARRA next, our lie-flat conveniently using base for all compatible products. ™

infant car seat; and TODL next, a sleek seat that grows with baby from newborn to toddler.

BASE™ next offers ultimate adaptibility as the foundation of a modular system compatible with CARI™ next, a carry cot car seat; PIPA™ next, our versatile infant car seat; ARRA™ next, our lie-flat Find out more at infant car seat; and TODL™ next, a sleek seat that grows with baby from newborn to toddler. Find out more at

supplier snapshot Nursery Today questioned Hauck’s Head of Sales – UK & Ireland, Helen Robinson on her thoughts on the wheeled goods category. What do you feel is currently driving the wheeled goods category? Key drivers are global trends like sustainability and digitalization. Sustainability driven by a changing consumer focus to be more sensitive towards their environment and the future of their children. Digitalization – how to connect your equipment with THE most used item during the day i.e your smartphone, such as rocking functions in a stroller, sleep monitoring in the carrycot or heat control in the carrycot, all of which are a few examples which you can monitor and steer with an App.

Would you say there have been any specific consumer trends emerging within this category? Generally speaking the trend in the wheeled goods category is that it has become more and more a “fashion piece” instead of a pure transportation product. Design and fashion have become more important over the last few years e.g. rose golden chassis, textiles with add ons like flowers etc. Ease of use in the daily routine is also more important. Connectivity with your smartphone will become the next emerging trend.

How important are colours/fabrics? Fabric has become a differentiator over the last few years especially the touch and feel of a fabric, the durability from the outside and the comfy feeling close to the child. Colours are, especially nowadays, a way to present the brand and products every year in a new light on social media. The funny thing of course is that the consumer still buys black and grey as their preferred choice!

What about the chassis - are there any specific styles that you feel consumers are currently focused on? It really depends on the area where they are living, personal interests and lifestyle and whether it’s a first pushchair or second stage purchase. Generally we see: Consumers living in the city want compactness and easy handling folding especially for those who are living in rental flats with less space. That consumers who live in more rural areas choose pushchairs can that are bigger in size, more outdoor focused with great suspension.

Do you feel that the type of fold and weight are now more focussed on? Definitely and in particular the Buggy/second stage stroller category.

Are we continually experiencing innovation when we look at wheeled goods? Absolutely the industry is spending time and money searching for new developments and technologies. E.g. the folding mechanism, the wheels material, the textiles are all areas that are continuously developing. 32

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One sugar or two? Parenting on-thego with coffee has never been easier!

Every parent knows the struggle of battling with a much-needed coffee and trying to push a stroller or pram one-handed without spillage. The Stroller Cup Holder is the Clippasafe’s clever answer, it features a selflevelling design and holds drinks of most sizes (including baby’s bottle!), with grippers inside to hold items secure. Roger Cheetham, Managing Director of Clippasafe, says - “We’re responding to a need for not only safety products, but also those aimed at making busy parents’ lives easier. We see our range as a one-stop shop for child safety and parental convenience.” Clippasafe’s range of stroller accessories also features a Big Bag Clip to hold all those Christmas shopping bags, a Stroller Organiser complete with several handy compartments and Rain Covers for prams and pushchairs that are perfect for cold, winter weather.

0115 9211 899 |

Refreshed new look Two NEW MB02 Lightweight Strollers COMING SOON! My Babiie have updated two of their best selling strollers, the Pink and Blue Chevron MB02’s. They have freshened up the look of the strollers and added a touch of grey to give these strollers a more modern look to them. These strollers are perfect for all mums as they are suitable from Birth to approx. 4 years with its full recline. Jam packed with features these two new lightweight strollers can be taken anywhere and everywhere no matter where your adventures take you and your little one. |

supplier snapshot This month we talk to some of the industry’s finest on their thoughts on the wheeled goods sector.

Christopher Grech-Cini

Andy Crane


Are you seeing any consumer trends forming when we look at wheeled goods? The consumer is looking for simplicity, buying a stroller can be overwhelming so you need to make it as simple and clear as possible, with clear features to help them find the products that will fit their lifestyle.

MANAGING DIRECTOR - BABYSTYLE Are you seeing any consumer trends forming when we look at wheeled goods? We are seeing more consumers move away from the mainstream. Whilst many still go for the greys and blacks, there is more of an eagerness for brighter colours allowing parents to express themselves in a more unique way. Is this a product category that is researched online prior to purchase? Most definitely. We’d say most of our consumers have researched the type of wheels they want before heading into a retailer to purchase. We find a lot of parents-to-be now do their research on social media from recommendations from friends and family, whereas previously research was carried out more on review and recommendation websites. Is weight and fold a priority? For a lot of consumers weight and fold is one of their main priorities when deciding which stroller to purchase, especially if they are looking for something specific – for example a holiday stroller or if they live in a city. How important would you say it is for retailers to discuss lifestyle to guide customers toward suitable options? It’s massively important, there are so many products on the market - knowing someone’s lifestyle and their intended purpose can really help a retailer show the best travel solutions to parents-to-be. As a manufacture, we really want consumers to be able to make an informed decision about their pushchair and find the perfect fit for them. Are consumers seeking wheeled goods that either are, or can be adapted, to create a complete travel system? Travel systems have always held a strong position in the market and there’s no sign of that changing. A travel system is perhaps one of the more expensive purchases they make for them and their baby, having cross compatibility across brands of car seats with strollers is a huge advantage when it comes to selling in bundles and meeting the needs of new parents.

Do you feel that consumers are perhaps looking more closely at eco-credentials when looking at products that fall within this sector? Consumers are increasingly aware of their impact on the environment and the baby sector is also impacted by this. Is this a product category that is researched online prior to purchase? With so many different options, parents do research online prior to purchase, to make sure they find the product suitable for them. What focus in placed onto brands in this sector? Brands are important in guiding parents in their choice, giving them confidence, they are wanting to buy a durable product with a good warranty for the future. Are consumers seeking additional features/functions? Consumers are interested in carrycot and car seat compatibility, to make sure the product can adapt to different situations. How important would you say it is for retailers to discuss lifestyle to guide customers toward suitable options? Very important, there a lot of brands so lifestyle can really help guide customers when we consider the level of choice available. Do you feel we have sufficient innovation within this category? It feels like we haven’t had major innovation in a while but there is interesting innovation in terms of fabrics and fashions.

Damon Marriot


Are you seeing any consumer trends forming when we look at wheeled goods? As always, consumers look for products that are easy to use, but having a compact, slimline fold is always an important factor as well. Luxury fabrics and enhanced features are always a good selling point as well. Do you feel that consumers are perhaps looking more closely at ecocredentials when looking at products that fall within this sector? This is definitely something we are starting to see more of and we are very conscious of it. That’s why we are excited to share our Pure Joy campaign with you all, very soon. Is this a product category that is researched online prior to purchase? As with most big purchases, consumers are researching online more and more before parting with their hard-earned cash. However, with this category we know that most consumers want to try the products out in person and see how they handle as well as how small they fold down to make sure they fit in the boot of their vehicle. Are consumers seeking additional features/functions? Consumers will always have a budget in mind so will usually be looking to get 34

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the most for their money. By offering enhanced features at great prices, the value is seen by the consumer and this can sway their decision. Is weight and fold a priority? Yes, this is a huge priority for the consumer. It’s a key factor when thinking about being able to lift into the car, ease of use on public transport and even down to how and where to story within the home. Are consumers seeking wheeled goods that either are, or can be adapted, to create a complete travel system? Travel systems are hugely popular for many lifestyles as they give the option to fix the car seat onto the pram/pushchair which makes it a lot easier to move a sleeping baby from the car to the wheels. Do you feel we have sufficient innovation within this category? We are always striving to innovate and create in order to continually bring the consumer new and evolving products and the wheeled category is no different. Clever engineering has seen great leaps in new innovations for folding and compact designs.

Debbie Wakefield


Is this a product category that is researched online prior to purchase? Yes definitely. We know that consumers tend to heavily research pushchairs online before coming to make their purchase. Their next move is to then go into stores to try the product first-hand, giving them the opportunity to chat face-to-face with a retailer about their needs and considerations before they make the final purchase. What focus in placed onto brands in this sector? As with anything, consumers will be looking for brands they can trust, so a reputable, heritage name within the industry will help drive purchases. Are consumers seeking additional features/functions? When it comes to wheeled products, the more features that will make parents’ lives easier, the better. Safety features are also key so parents can use products with total peace of mind. The more multifunctional a product is, the more convenient it is for parents, which is one of the reasons that travel systems and modern compact pushchair options are also so popular. Is weight and fold a priority? The importance of weight and fold will be dictated largely by the lifestyle of the consumer. Those who live in cities will be looking for lighter weights and more compact folds as they are more likely to be getting on and off of

public transport, whereas the suburban or rural parent who have access to a car often choose a larger model for convenience of a larger basket, better suspension and added comfort for their child. How important would you say it is for retailers to discuss lifestyle to guide customers toward suitable options? It’s key to ascertain the consumers lifestyle to determine exactly what product will suit them best. Functionality should come before style in this regard. Ultimately, the choice is down to the consumer but it’s important that retailers are equipped to advise parents on what they need. This is why we ensure that our stores receive full training from our team prior to the launch of each and every product. Do you feel we have sufficient innovation within this category? Innovation is incredibly important when it comes to wheeled goods and as a brand Maxi-Cosi is always developing features to provide better ease of use, comfort and safety across all categories.

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What a way to display

Coffee Break This month Nursery Today questions CuddleCo’s Head of Product, Rob Chambers on current trends and consumer expectation in the nursery furniture category. Are we experiencing any trends when it comes to Nursery Furniture? Scandi and trad are certainly trends that are here to stay in nursery furniture. Giving parents options to be able to style the nursery and subsequent toddler bedroom with quality furniture that’s built to last and stand the test of time is hugely important to us. A few adjustments to our furniture, a lick of paint or wallpaper and updated accessories means our furniture can take on a completely different look and feel as your child grows. Parents want us to help them be the style icons of their friendship group. Even if you put these pieces in a plain white room they’ll look stunning. Add a half panelled wall with a mural wallpaper and you’ll have stylishly created the nursery of your dreams.

Are consumers seeking out products that are made using wood from sustainable sources or that hold eco-credentials? The end consumer will always look to make the most rationale purchase decision possible. It’s our job as retailers and manufactures to enable that sustainable decision to be as easy as possible and look at embracing emerging technologies in manufacturing to make sure there is not an eco-tax on shopping more sustainably. Is the technology there currently in most instances, sadly not, and we regularly review our supply chain to ensure we deliver not only on quality, but sustainability too.

Have we experienced a continued interest in room sets and if so, why do you think this is? We like to help make that decision a little easier with quality furniture that’s built to last in lots of configurations to suite any style and budget. The last thing you want to do is get everything set up for baby’s arrival only to find the quality of the furniture to hold your most precious treasure is lacking. We see a huge shift into sets, but they need to be versatile to ensure we provide space saving ideas for a variety of homes – not everyone has the space for a 3 piece furniture set.

Do you feel that parents are looking for value in comparison to quality? The two are not mutually exclusive. We take pride in being able to offer exceptional quality in our products, delivery and service at affordable prices with various payment options from drop ship, credit and proforma. All of our products are tested in accredited labs to BS and EN standards and we test our storage furniture to the FIRA (Furniture Industry Research Association) Children’s Domestic furniture standard to ensure that not only is it safe, but it is durable to last with you as your child grows

Are brands important in this sector? Brands are important in this sector, particularly ones that can provide a single one stop solution for the nursery to make it easy for retailers to create stunning room sets in store.

Is this a product category that is researched online prior to purchase? 100%. It’s an item that your baby will be sleeping in. Parents will be delving into safety standards, reviews, understanding what the products are made of when building the nursery of their dreams. Many then go in store to talk to an expert and get reassurance or discover alternatives. From our own research, 16% of our sales come from people who have spent at least 12-90 days researching. Given our portfolio of products, that’s a huge amount of research and consideration our customers are giving to making the right choice. We are truly in an omni channel world and therefore customer experience online and offline need to be seamless and exceptional no matter if you are researching a brand or product directly or visit an independent store. 36

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CuddleCo’s new instore POS technology has had everyone talking after the launch at Harrogate.

The pop-up totems showcase the furniture ranges wonderfully whilst taking up minimal floor space in store! By scanning the QR code, customers are provided with an augmented reality experience where they can see the furniture range in their home before purchasing! 

If you have CuddleCo nursery furniture in store or would like to become a stockist, get in touch with their sales team today. |

Room to grow

This month we shine the light on nursery furniture highlighting products that are available to order now.

It’s all white with BabyStyle Vancouver, an Autumn 2021 addition to BabyStyle’s Charnwood Nursery Furniture collection, will be on display for the first time at the Harrogate show. This striking pure white three-piece set puts a modern twist on classic design themes and offers a cot bed that grows with baby by converting to a junior bed as well as a roomy wardrobe with integrated lower drawer and a dresser and baby changer with three spacious drawers. All Vancouver pieces are also available separately. |


Array of

choice Sleeping in style The Hauck 4-in-1 Play N Relax Centre

The Play N Relax Center by hauck is a premium travel cot that unifies high-quality design and modern fabrics with tilt-proof stability. The cot can be used in four different ways: your child can comfortably sleep and play, you can quickly change your baby’s nappies and travel with the easily foldable cot wherever you wish, allowing maximum flexibility right from birth. Thanks to the elevated, back-friendly new-born level, safely laying down and reaching your baby during the night is effortless. During daytime, you can easily relocate the bed thanks to the two integrated wheels and use it as playpen. |

CuddleCo’s furniture collection continues to grow With over 30 years of experience, CuddleCo understand the pressures on modern parents, offering useful and multifunctional products that will grow with your little one. This is captured in all of their nursery furniture collections, choose from cots or cot beds, dressers with removable changer tops and full-size wardrobes – everything is designed to last and grow with your child. |

Four configurations The Baby Hug Air is the 4-in-1 24-hour indoor solution that builds on the popularity of the award winning original Baby Hug 4-in-1. Offering four configurations from one unit, the Baby Hug Air is a convenient and unique smart solution to manage every moment in the home. Featuring transparant mesh panelling on the sides, the new design promotes airflow to ensure little ones are kept cool and comfortable throughout the day, as well as providing improved visibility for parents. Beginning as a 24-hour crib, the Baby Hug Air can be transformed into a first chair for mealtimes, allowing little ones to join the family at the table. The Baby Hug Air can also be transformed into a first play seat, meaning little ones can sit and play safely and comfortably. The Chicco Baby Hug Air is available in Titanium, effortlessly fitting in with any home interior.


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Sustainability at the core Johnston Prams introduce a stunning range of sustainable 4-in-1 furniture called Cocoon. Made from 100% solid wood with NO veneers, Cocoon is designed to complement the stunning nurseries many parents want to create for their children. Cocoon represents great value for money as it lasts from birth to 5 years of age, transforming from Crib to Cot, to Toddler bed to Sofa. It is a versatile and clever range that offers great quality at a reasonable price. One purchase of this innovative system will last for over half a decade making it a beautiful and sensible purchase for any parent.;

Stylish design from

Tutti Bambinfurniiture Verona is a stylish, yet practical nursery range, designed with simple lines that give a classic, understated feel to your nursery. 020 8368 5800 |

The Verona cot bed has three mattress heights, and it can also be converted to both junior bed and sofa. The chest changing unit has three generously sized drawers and the wardrobe has plenty of hanging space, as well as shelving and a full width drawer. Open the wardrobe to reveal a light up hanging rail, perfect for night-time changes. Verona can be purchased separately, or as part of a 2 or 3 piece nursery furniture set.

Add a touch of luxury The Bébécar Group have been a multinational company for over 50 years, manufacturing baby products using the latest technology and producing high quality products, which comply with the highest safety standards. The Trama collection offers a range of luxury nursery furniture including cots, drawers and wardrobes. In a choice of traditional and contemporary styles, you’re sure to find something to complement any home. Trama’s top priority is baby’s comfort and safety. Made with superior quality materials, Trama has produced a wide range of convertible beds that adapt to a child’s development, making practical, long-lasting furniture for any baby’s room.

01692 408801 |

The Shnuggle

Air Bedside Crib to Cot Sleep System Loved by new and expectant parents for its quality furniture styling. From master bedroom to nursery staple.

For further information contact: Andrew at

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Coffee Break Nursery Today had the pleasure to question Ickle Bubba’s Category Director, Darren Pumfrett on current trends and consumer expectation in the nursery furniture category. Are we experiencing any trends when it comes to Nursery Furniture? Having launched in 2020, the Ickle Bubba furniture range has proved to be a hit amongst new parents and has gone from strength to strength. We’ve seen added demand for various styles including neutral and more striking two-tone designs. Harrogate Int. Nursery Fair saw the launch of the eagerly anticipated Tenby furniture collection - a new Scandinavian inspired range designed for those seeking out minimalism that makes a statement. This is definitely a trend that we’ve seen grow over the last year.

Are consumers seeking out products that are made using wood from sustainable sources or that hold eco-credentials? All parents want their child to grow up in a better world. That’s why Ickle Bubba is committed to making positive differences that improve the lives of our customers and our people. As part of this initiative, we are reviewing our processes to minimise waste and teaming up with Ecologi to offset our emissions and support global carbon reduction projects so no matter what product composition, customers can trust that we’re making a pledge towards a more sustainable future for our children.

Have we experienced a continued interest in room sets and if so, why do you think this is?

Rock around

the clock

With Ickle Bubba’s new Eden Deluxe Nursery Chair, parents can soothe baby to sleep, enjoy cosy cuddles and find a reassuringly comfortable space for feeding. With a high back, durable woven fabric and rocking legs, it’s the perfect nursery addition. The perfect nursery companion, but stylish enough to look at home in any room, parents can complete the look with a matching stool. With a luxury fabric finish and stylish design, the Eden rocking chair is perfect for modern and classical nurseries.

With so many options for nursery furniture and bedding, parents can feel spoilt for choice. Our collections provide a range of possibilities whatever your style. And with our handy bundles, customers can find exactly what they need at the right price! Just as parents can shop their favourite furniture look, they can now pair this with a choice of five stunning nursery themes, two of which made their debut at Harrogate Int. Nursery Fair. Rustic Safari nursery collection sees leaf prints, deep greens and soft mustards bring bags of adventure to baby’s first bedroom. For a more traditional look, The Bunnychino collection brings together adorable bunny rabbits with a soft colour palette, to create a nursery style that is sure to bring a smile to bubba’s face.

Do you feel that parents are looking for value in comparison to quality? We very much believe that parents shouldn’t have to compromise on either value or quality. With stylish products to suit all parents with all budgets, Ickle Bubba not only offer a range of possibilities across travel and nursery categories, we do so at amazing prices. With handy bundles available across all our collections, parents can find exactly what they need at the right price. What’s more, our furniture products come with a 4-year warranty when registered, so you know they will go the distance.

Are brands important in this sector? As a brand that offers everything parents need to bring home baby, we believe one of the most important factors for any product category is instilling customers with trust. Here at Ickle Bubba, the brand is built on the principle that we believe in doing the right thing. Eager to inject some transparency into the world of baby products, Fran and Veronica, the founders of Ickle Bubba, wanted to help new parents make smart, informed choices and keep costs under control. This ethos remains at the heart of everything we do today. Working with a dedicated, passionate team, we create great quality products for parents no matter what their budget.

Is this a product category that is researched online prior to purchase? As a big ticket purchase, parents want to know that they’re making the right decision when it comes to buying their nursery furniture. Naturally, they want to research as much as they can before investing in products designed to last baby from birth up until their early years. Whilst we’re primarily an online retailer, we are always looking to increase our availability in stores. Alongside this, we’ve increased our video content which enables customers to get more of a feel for the product online. 40

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Classic styling The Toulouse furniture collection has curved panels, metal handles and moulded details in a vintage style, making it a beautiful addition to your new nursery. The room set includes a cot bed, dresser and wardrobe, which comes in either a grey or white finish. The cot bed converts easily from cot to toddler bed, and to a stylish day bed, so it will be used and loved for years to come. The dresser includes three full-width drawers, integral changing area, extra storage compartments, and two external towel rails. The double wardrobe includes two full-width hanging rails and a large drawer.

01692 408802

A breath of Fresh ‘Air’ from Shnuggle The award-winnng Shnuggle Air is the only bedside crib-to-cot from birth to beyond. The Shnuggle Air combines all the key features of baby’s first bed to provide a safe, close and cosy sleep space from birth, but 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. Scooping a Silver badge at the 2021 Junior Design Awards and being crowned Editor’s Choice in the 2021 Made for Mums Awards,The Shnuggle Air is designed with breathability at its core. With dual view, mesh sides to help to maximise airflow as well as allowing parents to keep a watchful eye on baby, the airflow mattress has a hypoallergenic fibre core. Extremely versatile, the Shnuggle Air has seven height adjustments to fit most bed heights and a gentle incline option to help ease colic and reflux. Helping to extend the life of the Crib, the Shnuggle Air Cot Extension Kit easily transforms to baby’s second bed with larger bed base and fabrics. The Air Cot retains all the safety, comfort and style of the crib, whilst helping to ease baby’s transition to a cot with a familiar and safe sleeping environment.

Flexible bedside cot Face to Me 2 offers flexible sleeping solutions. The hauck Face to Me 2 is a softly padded co-sleeper that can be adjusted in 5 positions up to a height of 86 cm, making it the ideal solution for higher beds like modern box-spring. The bedside crib can easily be fixed to the bed to ensure that it cannot slide away during the night. Thanks to lowerable side part, it’s possible to be close to the baby at night, easily calming down and feeding the little one without getting up. The Face to Me 2 is particularly tilt-resistant and can be folded away flatly.

Email: |


Scandinavian style CuddleCo now distribute the beautiful Retro Crib from Troll Nursery. This crib is influenced by Scandinavian design and features striking angled legs, with subtle curved panelling on the crib itself. Designed to be used by the bedside or as a stand-alone feature it can be used around the house and is a wonderfully safe and stylish first crib for any baby.

SnüzPod promises the very best night’s sleep Iconic design and innovative features such as its dual-view mesh windows, and zip-down wall for bedside use, undoubtedly give the much-loved SnüzPod⁴ its edge. Praised for its genius ComfortAir system with unique surface-level air-flow vents, an air-permeable mesh liner, and improved base ventilation, the SnüzPod⁴ is super breathable. The SnüzPod⁴ not only fits more beds than any other bedside crib thanks to its new extended height feature, it also boasts many muchloved features, such as the lightweight removable bassinet and reflux incline. The stylish option as chosen by many a celebrity, it comes in a gorgeous collection of classic and on trend colours including Dove, Navy and Rose White and the Independent exclusive colour, Urban. Striking bedding and accessories including the SnüzMobile and SnüzCloud, are also available to complete the look.

01789734022 | |

Lightweight frame The roomie glide gives that side by side closeness without the worry. With its lightweight aluminium frame roomie glide features a simple to use sliding side panel that lifts and lowers easily with just one hand. Soothing 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 glide incline helping little one to comfortably digest their bedtime snack.

nursery today 41


Jennifer Rebaudo Clevamama Have you noticed any particular consumer trends when we look at infant mattresses? Parents are always looking out for what is best for their baby and we have seen breathability as the top priority, along with quality, hypoallergenic and giving the right support! All the ClevaMama mattresses are breathable, hypoallergenic, and come with a 3 year guarantee.

Do you feel that this is a category that is researched online prior to purchase? Yes I believe more parents are researching the products before they buy, particularly since the pandemic and as more understand the importance of sleep, the nursery and the bed their babies sleep in. ClevaMama understands this and offers a range of mattresses, bedding and sleep aids to ensure a safe and sound sleep environment.

Do you feel that parents are now better informed as to the type of mattresses that are available? We need to continue to educate consumers about the overall and long term benefits of sleep, a routine and the right mattress for their child as they grow, particularly to new parents where this is all so fresh and new. At ClevaMama we have a range of mattresses to suit different child’s and parents needs.

Is this a category where consumers are looking more closely at the type of materials used during manufacture? I believe there is a growing interest in this area as well as the manufacturing process and packaging as people are more environmentally conscious. We are very conscious of our impact on this world and so ClevaMama is now a Climate Positive Work Force and has brought in significant changes in the past year to offset our carbon footprint.

How important are brands names in this sector? Brands continue to grow in importance for parents and they look to brands to give them guidance. We know ClevaMama is seen as a trusted and quality brand and as a result we have seen an increase in performance of our mattress range.

What type of advice can you offer retailers who stock products in this sector? Education is key in this sector, and when you work with ClevaMama we will support you with a range of information, content and POS for the whole ClevaMama range and in particular our mattresses to help educate parents. 42

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Add a touch

of gold

The Mother&Baby Gold Collection available from CuddleCo. A baby spends up to 50% of the time sleeping in their first two years, so it is important to make the best choice for their sleep environment. The Mother&Baby Gold Collection Mattresses are the perfect first mattress for baby. The sumptuously soft bespoke fabric is made with natural Tencel for temperature regulation and treated with the Purotex probiotics which are proven to eliminate many common household allergens.


Matter We shine the light on baby and toddler mattresses.

Carefully designed Babies need a lot of sleep, so choosing a mattress is an important part of setting up a new nursery.

East Coast Nursery offer a carefully designed range of mattresses, with a choice of covers and fillings, to help give your little one the best chance of getting a good night’s sleep. Designed to fit cribs, cots, and cot beds. East Coast mattresses are available in a selection of different sizes in order to meet your baby’s individual needs. All East Coast mattresses comply with the latest standards and safety requirements, and are proudly made in the UK.

01692 408802
| |

Steve Birds


Nursery Connections Have you noticed any particular consumer trends when we look at infant mattresses? We have noticed that more people are buying into the compact cots that is also translating into increased sales for the compact mattresses. Breathability and washability are high on the mattress features and benefits list today.

Do you feel that parents are now better informed as to the type of mattresses that are available?

Yes, online content has certainly improved and bricks & mortar stores are better at making point of sale material available to the consumer. Mattress brands are listening to the consumers are putting some exciting developments int o the market place.

...taking care of bedtime

We can support your brand.

Is this a category where consumers are looking more closely at the type of materials used during manufacture? Sustainability and traceability are on the consumers radar and as such they are looking closely at the materials used and more importantly how they will be disposed of at the mattress end of life.

What type of advice can you offer retailers who stock products in this sector?

To ensure the brands and the manufac turers that they are purchasing from are aware of, and adhering to, the relevant safety and performance standards.


Perfection for

sleep solution

Nursery Connections is one of the leading white label mattress manufacturers in the UK. Nursery Connections works with brands to develop quality, cost-effective mattresses and other nursery products that add value to the bottom line. Nursery Connections has built and nurtured a robust global supply chain and is constantly looking at new ways to create the perfect mattress for a safe and snug night’s sleep. Safety and compliance are taken very seriously, Nursery Connections are preferred partners with Trading Standards and are members of FIRA and BSI ensuring all developments meet the latest flammability and performance standards.

A helping hand.

Founded in 2000, Nursery Connections has gained a trusted reputation for manufacturing the safest, highest quality nursery products. We can offer a new and exciting approach to your branded mattress or nursery product range. Contact Details 01536 202752

01536 202752 | nursery today 43


Baby’s Mattress Matters. So Make It


ClevaMama is delighted to announce an extension to their extensive range of highquality mattresses designed to provide a secure and comfortable night’s sleep. Sleep is vital for a baby’s growth and development, and a baby can sleep up to 18 hours a day, so choosing the right mattress is important. ClevaMama is already well known for its unique and advanced ClevaFoam technology the only mattress scientifically proven to support a baby’s growing body and help prevent Flat Head Syndrome, and now they’ve extended the range below to include the NEW ClevaFoam Bedside Crib mattress: The ClevaFoam Bedside Crib mattress is made from their popular ClevaFoam Support Mattress into the perfect supportive mattress for a bedside crib. Breathable, lightweight and hypoallergenic and OEKO-Tex certified All of ClevaMama’s mattress range are hypo-allergenic with a breathable core, provide firm support for baby, are OEKO-Tex certified and come with a 3-year guarantee.

For more information contact: +353 1 8770724 |

01692 408802 44

nursery today


Retail matters

This month Online4Baby’s Managing Director, Christy Foster is celebrating Harrogate success and introduces you to her new team members.


My team is almost complete, we are now just on our search for an outstanding Social Media Executive as we focus on our social strategy and in particular video content as we go forward in to the new year.

Amelia Twentyman

Robert Crooks

Karen Miah

Sophie Barriere

Kinga Balcar

Sophie Lawson

Online4Baby are over-the-moon to have been awarded the Which? Best Child and Baby Retailer Award for 2021 and become a Which? Recommended Provider

eturning from a very successful International Nursery Fair, Online4Baby are on cloud-nine! We thoroughly enjoyed getting caught up with the latest products, our brand partners and introducing ourselves to a lot of new faces. It was great to see everyone out in force, and the brand stalls looked brilliant. I’d like to thank my team for being a fantastic support to myself and representing Online4Baby and the future of the business.

Meet The Team Speaking of my team, it has grown once again! I would like to introduce you to Online4Baby’s fantastic new starters, if you would like any information around marketing opportunities or collaborations, feel free to drop the relevant contact an email: ■ Amelia Twentyman, Brand Manager, ■ Sophie Barriere, Digital Marketing Manager, ■ Karen Miah, E-Commerce Manager, ■ Kinga Balcar, Assistant Purchasing Manager, ■ Sophie Lawson, Senior Social Media Executive, ■ Robert Crooks, Senior Ecommerce Executive, My team is almost complete, we are now just on our search for an outstanding Social Media Executive as we focus on our social strategy and in particular video content as we go forward in to the new year. With an average engagement rate of 2% across our social channels, we are keen to keep building our blossoming community to new heights in 2022. If you are interested in working with us here at Online4Baby, living and breathing all things video content, then please get in touch with Kellie at kduffy@online4baby. com, we would love to hear from you!

Surviving Q4 This busy period just gets busier and busier. Navigating the biggest Black Friday ever with the UK estimated to spend around £200bn this year alone during the retail season, we have a lot to do! I wouldn’t have it any other way, the busier, the better as we jump head-first in to the greatest growth spike at Online4Baby yet. Right now, our only focus is surviving Q4 in order to look forward to an exciting 2022. With my new team assembled, 2022 will be a year of major change for Online4Baby. Keep an eye out for us as we activate a number of campaigns as well as a complete brand relaunch. Embarking on this rebrand has brought with it many important learnings. It is an exciting time but it can also be a daunting one! It is essential to strike a balance between the brand’s visual identity and brand’s core identity. It can seem easy to change a logo and add a few new fonts, but a rebrand done correctly is so much more than this. It is all about doing your homework and understanding what differentiates your brand from the rest. It is being able to pinpoint exactly what sets you apart from your competitors and honing theses USPs in to your key brand messaging and how you position your brand in the market. The piece of advice I would give to anyone thinking of going through a full-rebrand or even just considering a slight brand refresh, don’t rush it! Changing your brand even slightly requires a lot of time and consideration. Your strategy must be clear and concise with the customer’s needs and values at its heart. Keep an eye out for us in the coming months, we are very excited about where we are going on the O4B journey at the moment, we can’t wait to share all with you very soon. nursery today


nursery matters JOHN BARKER

Barking Mad This month Pramland’s John Barker shares his views after his recent visit to Harrogate.


here have been a few things over the years that have really impressed me, going back to my youth seeing a ZX Spectrum first load up 3D Deathchase blew my socks off, in 2004 the mighty Arsenal achieved the unthinkable by completing a season without a single loss. More recently (is 2003 recent?) Peter Jackson released the Lord Of The Rings Extended Editions and I thought all my Christmas’s had come at once. I am pleased to say that Harrogate 2021 is firmly on my list of impressive things! What a fabulous show! I cannot believe how fast the two days I spent in that gorgeous little town whizzed by. I knew the days would be busy, and I mean BUSY! My diary was chockerblock with appointments from doors opening to doors closing on both days of my visit. I had a very brief two hour gap on my second day to visit any stands I hadn’t booked an appointment with – boy did I underestimate how much time I’d need. Had I been able to wangle a third day at the show I think I could have easily filled it too. I would love to say a MASSIVE well


nursery today

done to everyone involved with the show, well done to all the brands that made a HUGE effort to welcome us all back and well done to you guys for visiting the show and making it all worthwhile. For many this was the first time you’d been in close contact with large numbers of people since “The Vid” hit and I would fully understand any trepidation, but your support has given a massive boost to so many! The hospitality shown was amazing, every stand greeted me with such warmth and the sheer amount of food and drink was insane! I even got to sample a cake on a stick thanks to Venicci! A cake on a stick! What will they think of next? As I didn’t visit every stand and don’t stock every brand I think it would be a little unfair to go in to great detail. I would love to visit every stand and give a shout out to everyone but I am only human. If I didn’t get to visit you please feel free to contact me and I’ll be more

than ready to have a mini Harrogate in the store with you. I don’t think any of us expected to see anything vastly revolutionary given the past 18 months. I for one was expecting to see some new colours, possible tweaks and a few brands moving ever closer to a full iSize range of car seats. It’s safe to say that with a couple of exceptions this is what we got – but this was no bad thing! For me the show was about getting back to normal. Let’s worry about newness next year, this year we want consolidate all our hard work, besides we still need to complete orders and I appreciate the brands sensible approach to this. When we are all seeing delays left, right and centre and prices regularly creeping up it wouldn’t be very appropriate for brands to be offering big show deals or promising lots of newness when we are all so desperate for “oldness” first. What newness was shown seemed to be aiming for a Quarter 2 launch which pleased me and many of the other stores I spoke with. Many of us have heavily invested in stock to combat shipping delays, being safe in

the knowledge that this stock is good well in to New Year means we can have a good, and profitable end to 2021. Since we all returned home the news has broken that Harrogate will be back in 2022, this is something that I am very, very pleased to hear. With a move to October I only hope that given its proximity to Cologne the brands still support it, I think we retailers will certainly support the show if it can deliver a line up like 2021. I love a trip to Cologne but I have to admit if everything I want to see is at Harrogate I’d make that my priority, if I can juggle staff to allow me to fly out to Cologne I probably would, but my preference would be to a UK based show. My only moan would be about the fire alarm wakeup call at 6:30 on Monday morning. Having never been woken by the sound of a fire alarm before I can honestly say I don’t want it to happen again. That wasn’t the worst bit mind. . . .After what seemed like an age whilst I decided if I needed to get dressed or not I managed to open my room door and was confronted by a lady that looked even more dishevelled than me! Having been rudely awoken by 1000db’s of

I would love to say a MA SSI VE well don e to everyon e invo lved wit h the sho w, well don e to all the brands tha t ma de a HU GE effo rt to welcome us all bac k and well don e to you guy s for visiting the sho w and mak ing it all wo rthw hile high pitched alarm the lady in the room opposite managed to throw on a robe which she matched up with a pair of crocs and big woolly socks! I’m no fashion guru but I don’t think we’ll be seeing that in the shop window of your local C&A anytime soon. If that lady was you I do apologise, I can say, hand on heart that if I drew up a list of the best things I’ve witnessed at that ungodly hour you’d be right up there! In other news we are finally moving forward with what can only be described as the longest construction delay since the Millennium Dome. Yes, after 2 years of lockdown delays and building supply issues we are finally

pressing the “GO” button on store expansion. It’s remarkable how the price has escalated in this period of time but at least we have a date and I cannot wait to come across lots of surprise problems. No building projection will ever see completion without a plethora of problems, many of which would see your budget swell big enough to make the changing rooms gang blush. So there you go, October was a fantastic month and I sincerely hope that the Harrogate show is here to stay. It was a pleasure to see so many of you over the weekend and I look forward to seeing you all again soon.










nursery today 47

Harrogate REVIEW

What a

way to show! Harrogate Int. Nursery Fair 2021 is hailed a resounding success.


aving had an absence due to the Pandemic, the Harrogate nursery event definitely returned bigger and better than previous years with the doors of the Harrogate Convention Centre closing in October on what can only be described as a total success. Both exhibitors and visitors were buzzing from the exhilaration of being able to meet face-to-face and network with industry colleagues for the first time in over two years. Five halls were packed with favourite and new brands and business was brisk as buyers placed orders for products they hadn’t had the chance to see before, with many snapping up exclusive show bargains. The Sunday Night Party, was an outstanding success with more than 500 people attending, enjoying free drinks, a hot buffet and live music. The overall mood during the three day event was upbeat with Independent Retailer Lorretta Owen from Jolly Tots commenting “We really enjoyed the show and felt that it offered a wealth of brands new and old. We also loved seeing new products and new ideas.” Kiddies Kingdom’s Managing Director, Mohammed Patel also felt the upbeat mood of the show stating: “Everyone 48

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was excited to see each Marketing Manager, “It was amazing other after so long of no Debbie Wakefield nursery trade shows. It was how many brands telling us: “It was an great to see a lot of major exciting return to exhibited. It was brands return and I believe Harrogate Nursery Fair brilliant to see Maxi for Dorel Juvenile. that also gave the show a boost compared to the Cosi, iCandy, Mamas Having not exhibited decline it had experienced at Harrogate for the & Papas, Miniuno, pre-pandemic.” past 5 years, we felt Terri Hall of Listers Baby Cybex and Silver that it was important Shop expressed her for our brands to have Cross launch new a presence at the show enthusiasm at the show telling Nursery Today “It was products there.” Terri to allow us to amazing how many brands reconnect with our also felt it was a exhibited. It was brilliant to retailers face-to-face great opportunity and also with the see Maxi Cosi, iCandy, Mamas & Papas, Miniuno, industry as a to spot upcoming nursery Cybex and Silver Cross whole. After what has launch new products there.” trends, adding “ been a very difficult Terri also felt it was a great time for all businesses, opportunity to spot upcoming trends, it was great to see the brilliant turnout adding “I personally felt a bit out of the and hear how the industry is still loop with new trends with the thriving.” lockdowns. You know what sells and We also asked Nuna’s Steven Smith what doesn’t for your own shops but why the show was so important to them being at Harrogate to me is like a fashion this year. “Harrogate was a great show, you see what’s on trend and opportunity for us to reconnect with what’s faded away.” retailers and media in person, something Exhibitors also expressed their we haven’t been able to do properly for happiness with Harrogate this year. Dorel a long time. It allowed us to showcase took the decision to return this year and our full range for the coming year and certainly weren’t disappointed with their launch new products to market.” Said

Steven, adding “It was an opportunity for us to show how wide the Nuna range has now grown and to further develop plans for the coming year with our retail partners.” Harrogate was also the home of the coveted BANTA’s (sponsored by Nursery Today) and the Concept & Innovation Awards with the winners being announced at the show on the Sunday – simply turn to page 66 where you will find the list of winners. Adrian Sneyd, show organiser, takes the final word stating “This year’s show exceeded everyone’s expectations. After such a long break, I believe that we all hoped for a successful event, but with a sold-out show and serious buyers voting with their feet and placing quality orders on almost every stand – the whole experience has been totally amazing and exactly what the industry needed to get business back on track. We are now looking forward to welcoming everyone back to show in October 2022.”

Dates for the diary: Harrogate Int. Nursery Fair 2022 16th - 18th October 2022 Harrogate Convention Centre

Harrogate REVIEW

Babymore’s Richard Chen enjoyed welcoming visitors to their stand.

The team at Bibado proudly showcased their range.

Pictures paint a thousand words It was all smiles during Harrogate Int. Nursery Fair 2021, with business being brisk across all the halls. CuddleCo proudly displayed a variety of ranges, including Troll, Doona, furniture and mattress ranges – and even giraffes and elephants!

Kerry Pickles was cheerful on the colourful Cosatto stand. 50

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New exhibitor Eggcellent Lighting Ltd enjoyed introducing visitors to their newly launched product – Sounds u Like.

Cybex’s Tash Turner highlights key features on the e-Priam to visitors.

Jonathan Fiengold giving a demonstration of their BANTA 2021 winning travel system to independent retailer Babylicious.

Brisk business on the Ergobaby/Baby Tula stand.

Donna McCullough took the opportunity to showcase their sustainable and eco friendly furniture range.

Happiness was in abundance for the team at Joy and Joe as they celebrated their BANTA win for their one size fits all baby carrier. nursery today 51

Harrogate REVIEW Judith Stark of Halilit reported a fantastic show, possibly their best ever Nursery Fair.

Rachelle Harrel proudly displays her Little Chick London ranges and delighted with her BANTA 2021 win.

Independent Retailer Jolly Tots getting up close to the Veloce system on the Peg Perego stand.

Out n About’s Marie Ellis enjoyed demonstrating their range to visitors. New products proudly on display at Silver Cross, including their sustainable collections, Reef and Dune.

Smiles all round for My Babiie!

David Barnes, Nick Tucker, Marisa Kendall & Debra Tucker ready to welcome visitors to the Red Kite stand.

Julia, Mark Naish, Mitch Levene

talking shop

Sara Hubbard

On Tour


How many days did you attend the show for? We only attended for two days. We always want to stay longer though! Due to the shop opening hours and us being such a small team we can’t stay for the full duration.

Yasmin Ali

Best foot forward

It was party time at Harrogate Int. Nursery Fair with everyone who attended the after show party on the Sunday evening enjoying being able to mix and socialise once again at the only UK nursery trade fair. Sara checking out products on the Nuna stand.

Did you feel there were sufficient brands within the halls? We did! Some of our brands we already stock didn’t attend, but we didn’t feel this was a major issue - we saw so many new brands and innovative new products, some of which have already arrived in store which is super exciting! We think there was the most brands we’ve seen at the show in many, many years.

Penny Franks, Salvatore Greenwood, John Barker

Clifton Hampson, Luke Burns

Sarah Wilkinson, Mark Naish, Rachel Bradbury, Kate

Was there a particular product that really stood out for you this year? We can’t reveal anything but the innovation at Silver Cross and iCandy is set to really wow customers in 2022. It’s so exciting!

Was Harrogate a good place for spotting any upcoming trends or new products? Definitely! Of course colours of pushchairs are taking inspiration from current fashion trends, but we really noticed the presence of new and exciting technology - lots of brand new products coming to market soon that harness the power of technology to enhance the parenting experience.

Did you take time to visit the BANTA or Concept & Innovation award winners? Jeremy Minchin

Nix Jaine, Robyn Relph

We did note them as we made our way round the show - however with such a packed schedule and fully booked with appointments we had to give these a miss to stop and take a look in person.

What would you say was your most memorable moment while attending? Probably our very first appointment at the amazing Cosatto stand - they wowed us with bright colours and their newest campaign, to ‘say no to boring’ - amazing!

How important was it to you to gain product demonstration? Gary Watts Party sponsors BabyStyle enjoying the evening

Malcom Naish, Jeremy Minchin, Joan Naish Penny Franks, Victoria Hampson

Very! When in store selling to our customers we need to have been armed with all the information, easiest ways to demonstrate and efficient techniques for using the prams, so demonstration at the shows is invaluable to us.

Finally, will you be attending the 2022 event? Hopefully! We had such a great time that we would love to attend again. nursery today 53

Harrogate REVIEW

ABC Design showcased

new products

The Harrogate experience and reaction to their ranges for the whole team at ABC Design was fantastic. Since re-launching in 2019 they have not had the opportunity to exhibit at the show due to the pandemic and to finally be able to show how they have grown and the brand new products they have to offer was truly great. The team loved the buzz of the show and to see retailers away from their stores and being able to demonstrate all of their products on their stand, making way for a far more enjoyable experience. Harrogate was also a great opportunity to show their new buggy which was a hands down winner.

Scandi Style, Deluxe Design at Harrogate Damon Marriot Product Development Manager - Joie Was the show successful for you as a brand this year? Yes, it was a very successful show for us. We were able to catch up with our existing customer as well as make connections with new ones – it was great to be back interacting with people on a face-to-face basis.

Did you have a hero product on your stand that visitors found of particular interest? As we were expecting, the signature range was a huge success with visitors to the show. The new finiti pushchair was a real winner with customers loving the sleek, stylish look and the easy fold.

Did you find that visitors welcomed product demonstrations? Without a doubt, hands on product demonstrations are always valued by customers. It gives them the ability to see how simple the products are to use and gives them the opportunity to try them out for themselves as they can see how easy they are to use and try themselves to gain confidence to sell instore.

What about new products, did you utilise Harrogate as a platform to introduce new products? It was the perfect opportunity to show some of our most up and coming products as well as showcase


nursery today

Making its debut at Harrogate, Ickle Bubba’s Tenby furniture collection features a sleek Scandi style that brings a deluxe design to baby’s modern bedroom. With a convertible cot-to-toddler bed and a chest of drawers with removable changing top, this collection goes the distance, growing with baby right through to toddlerhood and beyond. Available in Scandi White or Mono, this striking two-tone design is bound to make a statement in baby’s first bedroom.


Safely seated With years of “Are we there yet?” ahead, the i-Spin Grow will be there for every mile, safely spanning from birth to 7 years and packing in the most musts including i-Size and 360o spin.

I-Spin Grow is super easy to install with a one-time ISOFIX hook in, top tether hook-up so once it’s in, you’re all done and ready to go. The 6-position recline adjusts on demand, whether your tiny traveller is rear or forward facing. Once again featuring the Tri-Protect headrest, offering layers of protection, giving your little one the state-of-the-art security they deserve. *Coming January 2022*

Debbie Wakefield Marketing Manager UK & Ireland, Dorel How important was it to exhibit at Harrogate this year for you and why? It was an exciting return to Harrogate Nursery Fair for Dorel Juvenile. Having not exhibited at Harrogate for the past 5 years, we felt that it was important for our brands to have a presence at the show to allow us to reconnect with our retailers face-to-face and also with the nursery industry as a whole. After what has been a very difficult time for all businesses, it was great to see the brilliant turnout and hear how the industry is still thriving.

Was the show successful for you as a brand this year? The show was a great success and we were so pleased to be able to showcase some of our new products across our various categories. To give our retailers and the press the opportunity to experience our current product lines, some of which have launched during the pandemic, and our upcoming innovations first-hand was brilliant. We’ve thoroughly enjoyed reconnecting with our peers in the industry and we hope it has been invigorating for business on both sides.

Did you have a hero product on your stand that visitors found of particular interest? We decided to show a range of categories, leading with our hero Maxi-Cosi car seats, the 360 Family. We also showcased best-sellers from our Home collection and our special edition Adorra and Zelia Luxe pushchairs, featuring some stunning new colours for 2022. Alongside this we exhibited new car seats with

innovative technologies that we are very excited to launch, as well as an entirely new category to us which garnered a huge amount of attention.

Did you find that visitors welcomed product demonstrations?

Independent retailer Adeel Chughtai of AFTABS checking out the car seats on the Dorel stand.

We did. Our Maxi-Cosi experts were on hand to give product demonstrations, and these experiential demonstrations of our products has been one of the huge benefits of meeting with buyers in real life once again. To see the fantastic and intuitive features of our products first-hand is always much more impactful. More importantly, trade shows are also a relationship building exercise and you can’t beat that one-on-one interaction.

What about new products, did you utilise Harrogate as a platform to introduce new products? Absolutely, alongside some of our hero products from Maxi-Cosi and Tiny Love, we introduced some very exciting newness in car seats and in 2022, we’ll be launching a new category all together, as well as new colourways for special edition pushchairs. We can’t wait to reveal more about these in the new year!

Tash Turner

Emma Scorah


How important was it to exhibit at Harrogate this year for you and why?

How important was it to exhibit at Harrogate this year for you and why? It was the first time showing at Harrogate for CYBEX, and after the last 18 months, we couldn’t wait to be with the rest of the trade and see all our customers in one place! It had been too long, it’s great to talk to our customers face-to-face again.

Did you have a hero product on your stand that visitors found of particular interest? The ePRIAM with our new app was a particular success, people were particularly impressed with the new rocking function – it definitely surprised a few people if they saw it moving before anyone had explained the function to them! Our brand new product – that was under lock and key also had our retailers talking. We are very excited about being able to announce more about this in the coming month.

Did you find that visitors welcomed product demonstrations? Yes, it’s great to give an in-person demonstration. Many wanted to see the top features and an overview – as our retailers know we offer full training once they have product in stock.

What about new products, did you utilise Harrogate as a platform to introduce new products? It was fantastic to have all the Q4 and Q1 2022 launches there and also our ‘black box’ with our brand new product inside.

Marketing Director, Ickle Bubba Harrogate Int. Nursery Fair was our first opportunity to celebrate an abundance of new product launches; an exciting new category launch and it’s where we unveiled our fresh new look. Having been prevented from showcasing our range in person for such a long time, the fair felt even more significant this year.

Was the show successful for you as a brand this year? Showcasing everything parents need to bring baby home, visitors were invited to our stand to see our latest travel systems, car seats and strollers; a brand new range of nursery interiors as well as our popular furniture range for the first time in real life. As the show was the first one in over a year, it enabled us to present our full product offering as well as our new look, which got some incredible feedback.

Did you have a hero product on your stand that visitors found of particular interest? The eagerly anticipated Tenby furniture collection captured a lot of attention with its Scandinavian inspired design. Meanwhile our two new nursery themes, Rustic Safari and Bunnychino, received lots of interest. For travel, the Eclipse i-size Travel System stood out for its superior style, practicality and value – the bundle includes a carrycot, pushchair, i-size car seat and Isofix base.

Did you find that visitors welcomed product demonstrations? Product demos are always popular but even more so this year. Visitors enjoyed being able to touch and feel the product as well as being able to really appreciate the quality of our products. Highlighting USPs of each and every product by physically demonstrating them just enhances both the exhibitor and visitor experience.

What about new products, did you utilise Harrogate as a platform to introduce new products? Making their debut at Harrogate were the Tenby furniture collection; the Eden Deluxe Nursery Chair and the new Bubba&Me bedside crib. Our brand new range of interiors were styled alongside nursery furniture while visitors were also introduced to our very first double stroller, Venus, as well as new colourways available for the award-winning Stomp V3.

Will you be looking to exhibit again at the 2022 event? We are already planning our trade and consumer events for 2022 and Harrogate is certainly on our radar. nursery today 55

Andy Crane Managing Director – BabyStyle How important was it to exhibit at Harrogate this year for you and why? It was extremely important to us that we exhibited this year, not only to show our friends new products but also to show our support to the industry, the fair organisers and of course our amazing retailers after what has been a difficult two years across the world.

Was the show successful for you as a brand this year? Absolutely, the reaction from our retailers on our grand stand and new products blew us away. Also, one of our main aims for visiting the show was to connect with people we have missed over the last few years. There was a sense of magic in the air as we once again exchanged hugs (and gin).

Did you have a hero product on your stand that visitors found of particular interest? Hidden away in our secret room, a product in development excited our retailers – but the new egg z compact stroller certainly captured our friends with a great reaction on social media for those that posted it!

Did you find that visitors welcomed product demonstrations? Whilst some of our retailers are experts with our products, many visitors were not stockists or don’t stock all our ranges. They couldn’t wait to be shown the products in more detail, often getting hands-on themselves which we love.

What about new products, did you utilise Harrogate as a platform to introduce new products? Harrogate is the perfect platform to gauge interest in new products or colourways. This year we displayed new colours for both egg and Oyster3, and even asked our retailers to put forward names for the new Oyster3 colours.

The BabyStyle team that attended over the three days had an incredible time and were blown away by the support that their stand and the wider show in general received. This was the first opportunity BabyStyle had been able to seize to show off their new stand design and visitors thought the red carpet treatment was something very special before entering the luxurious grandstand inner sanctum, and it’s always nice to sit at their bar too. The secret product inside the secret room was very, very well received, but more on that further down the line. There were many stars on their stand but the one that shone the brightest was the forthcoming compact egg z stroller. BabyStyle were delighted with the feedback from their retail friends who told them it was a great extension of the egg range as well as the brand. The premium features stood out and were very well received, such as the bumper bar, durable PU tyres and fabrics and they were pleased to discover that it offers a beautiful smooth push, just like the larger strollers. The sturdy feel, magnetic buckle, recline function and large UPF canopy were all commented on too and BabyStyle really couldn’t have asked for a more encouraging unveiling than what they experienced in Harrogate. They are looking forward to bringing this to market soon.

Will you be looking to exhibit again at the 2022 event?

Paloma Boutinot

Certainly, it is one of our favourite events to take part in and we really have missed it over the last few years.

Baby Jogger

Double stars for Baby Jogger Baby Jogger was happy to meet with everyone at Harrogate and be able to present their 2021 fabrics and fashions, as well as introducing their NPDS for 2022. The City Tour 2 double stroller was one of the stars of the show with a lot of interest for this award winning ultracompact side-by-side double stroller. Retailers were impressed by its compact fold, its lightweight and sturdiness. For more information, please contact Chris Grech-Cini. The team at Baby Jogger would like take this opportunity to thank everyone who came to see them, and they look forward to seeing you all soon. 56

BabyStyle rolled out the red carpet

nursery today

How important was it to exhibit at Harrogate this year for you and why? 2020 was supposed to be our first year exhibiting at Harrogate so we were really keen and a year of lockdown and not being able to visit retailers made us even more keen for this year!

Was the show successful for you as a brand this year? Very successful, we’re happy we were able to meet with so many retailers and introduce our brand and products to new retailers.

Paloma runs though the range with independent Retailer BabyBitz (Victoria White and Anthony Coward).

Did you have a hero product on your stand that visitors found of particular interest? The City Tour 2 Double got very good feedback, visitors were impressed by its compact fold and light weight.

Did you find that visitors welcomed product demonstrations? Very much, it was great to give them the opportunity to interact with the products in person.

What about new products, did you utilise Harrogate as a platform to introduce new products? Yes, we showcased our two NPDs for next year and had some great response

Will you be looking to exhibit again at the 2022 event? Of course, it is already marked in the calendar, see you all there!

Success for

My Babiie

My Babiie reports a very successful show.

Having not been able to have any face-to-face meetings for over a year, Harrogate International Nursery Fair was a breath of fresh air and a fantastic opportunity for the My Babiie brand. “We were able to establish many new connections as well as strengthening our existing relationships with retailers, some which came on board during lockdown, so finally being able to meet them in person was amazing.” Said Account Manager, Tom Baxter. “Our newly launched MB11 Double Stroller and MB250 Travel System ranges got a wonderful reaction along with the exciting sneak previews we were able to show of our upcoming 2022 range.”


Award winner

Leclerc Baby

After the massive success at the Harrogate fair, Leclerc Baby has become unstoppable. The brand known for its innovative and stylish products is always working on great marketing, with the next big thing being the amazing Leclerc Baby Christmas pop-up store in Harrods, where people can get free embroidery of their child’s name in the sun canopy. In the meantime they are preparing the great launch of the Hexagon pushchair, which will be available at the beginning of 2022. Did you already get the chance to see this amazing upcoming pushchair? If not, make an appointment to meet the team.

What a show!

It’s been over 30 months since the last Harrogate and CuddleCo had plenty to shout about. Whether it was your first time seeing the gorgeous award winning Troll furniture range in the flesh, hugging a 6ft Childhome Giraffe, securing your exciting Doona promotions, adding Mother&Baby organic cotton feeding pillows to your ranging or being seduced by the classic lines of their very own CuddleCo Clara and Luna furniture ranges, there was lots to take onboard. Showcasing their brand new augmented reality and PoS displays went down a treat, so contact you rep to get them on your shop floor! |

Marc Kelly Managing Director - CuddleCo Was the show successful for you as a brand this year?

Given the number of brands we represent across a variety of categories it was a huge success for each of Doona, Childhome, Mother&Baby, Troll and CuddleCo. The Lukas range was the star of the show. It’s with thanks to the teams involved that it was as successful as it was. We put our all into these shows and are months in the planning with graphics, designers, logistics, set builders, product, sales and marketing all involved, so its great to see it all come together and the cherry on the cake is when people turn up and we get the feedback we have.

Did you have a hero product on your stand that visitors found of particular interest?

After winning the BANTA, how can we not mention our Lukas range. Winning on not only its beautiful design but also ecological merit with water based paint and cardboard packaging really was a talking point.

What about new products, did you utilise Harrogate as a platform to introduce new products? A couple and to use Harrogate as a platform to get feedback from the industry has been an amazing opportunity. Our eagerly anticipated Clara Sleigh range as well as the new Doona and Liki Gold were a hit, so again its great to be able to showcase these new ranges at Harrogate.

Will you be looking to exhibit again at the 2022 event?

We cant wait to see you all there again next year, stronger and better than ever. nursery today 57

talking shop On Tour This month it’s all about Harrogate. Nursery Today spoke to a number of independent retailers who attended the show to find out their thoughts on the 2021 event.

Lorretta Owen JOLLY TOTS

How long did you attend the event for? We attended the show Sunday and Monday, returning home on the Tuesday. We really enjoyed the show and felt that it offered a wealth of brands new and old. We really enjoyed seeing new products and new ideas.

What products had an impact on you while at the show? The moment we saw the Peg Perago stand my mum and I fell in love! The Peg Perago Veloce is STUNNING! We hadn’t booked an appointment but were lucky enough to be squeezed in. We have since opened an account and can’t wait to have their products on display. We have also signed up with Anex and think that the L type will do amazing in our store. Joie has always been the stand out quality brand for us. It was lovely to see new colours in the stages car seat and ever popular spin 360. Green will be a huge hit. Joie products always sell extremely well. The customers love it almost as much as we do. We have opened and account with Cozy n safe while in attendance and loved so many of their new car seats. We now have the BANTA new procurement award winning Morgan car seat on display in our showroom and we are expecting it to do very well.

What was your most memorable moment? There were so many fantastic moments. Spending time with my amazing mum (Jackie Owen) for two days was wonderful. Everyone was so friendly. Drinking prosecco with the lovely Gill from CuddleCo at one in the afternoon was definitely memorable!

How important were product demonstrations to you? Product demonstration was really important to us - the old saying you learn something new every day is definitely true.

Will you be attending the 2022 show?


How many days did you attend? We attended for the full duration of the show.

Did you feel there were sufficient brands within the halls? The volume of brands and products I thought was excellent, it was great to see so many suppliers back at Harrogate.

Was there a particular product that really stood out for you this year? We were impressed with the new Silver Cross launches, they have been a long time coming.

We will be attending the 2022 show for sure and are looking forward to it already (in fact, we’re tempted to book the amazing Lucias restaurant for dinner all ready!).

Was Harrogate a good place for spotting any upcoming trends or new products?

Derek Bavaird

Yes definitely, there was choice and variety and many new lines. We spent our time completely focused on what we had to achieve and as we were booked solid with appointments we very much focussed on these.


How was your visit to Harrogate this year? As always Harrogate was a success, not much new on show but the hospitality areas within the exhibitor stands were noticeably enhanced with some really embracing the art of hospitality networking and social bonding. Jan and I were really busy with three days of back to back appointments, well Jan was, I’m more of a social networker. However that said, personally, I really did cover a lot of ground and a big thank you to everyone that wore their name badges as it’s been so long .. I’m sure though it was not an easy exhibition for exhibitors as I’m sure as many customers were using the show to vent their anger, but it’s no ones fault and we must work together and really try to understand the difficulties that everyone has faced over the past trying years and months and it was nice to see that most have survived and ridden the imperfect storm.

Will you be looking to attend the 2022 event? The next event I believe kind of coincides with Cologne which is a pity as Cologne is an exhibition that I dearly love, however I’m sure the organisers know what they are doing and if it is a line up similar to this year, then yes, we will be looking to attend. 58

Gary Watts

nursery today

What would you say was your most memorable moment while attending? Not product related but it was wonderful to see everyone back together in one place again, it been an age.

How important were product demonstrations? Product demonstrations are very important and most of our team came down on the Sunday and they found these very helpful.

Will we see you at the 2022 event? Yes I will be attending, I havent missed a Harrogate in nearly 40 years.

Victoria Hamspon NATURAL BABY SHOWER How many days did you attend the show for?

Sunday through to Tuesday.

Did you feel there were sufficient brands within the halls? Absolutely – felt like the biggest show we had attended in a while.

Was there a particular product that really stood out for you this year? There were a few, but UPPAbaby’s new 3-wheeler looked great.

Was Harrogate a good place for spotting any upcoming trends or new products? We’re lucky at NBS that our Buying Team are fantastic at keeping up to date with new launches and trends, but we were excited to hear about something Cybex are working on…can’t share just yet!

Did you take time to visit the BANTA or Concept & Innovation award winners?

We did, but as we had back-to-back Brand appointments it wasn’t for as long as we would have liked!

What would you say was your most memorable moment while attending? We were blown away by the new Silver Cross range and loved their new app.

How important was it to you to gain product demonstration?

Incredibly important. It was great to not only see and try out products, but also catch-up face to face with our fabulous suppliers.

Finally, will you be attending the 2022 event?


How many days did you attend the show for? ​ e attended the show for W all three days. We like to be there from start to finish, so we can ensure there is no stone left unturned​.

Mohammed spotted running through the range on the Venicci stand.

Did you feel there were sufficient brands within the halls? Yes, I would say there was a good selection of brands. The show was definitely more active 15 years ago, with more brands and more of a buzz - which is understandable given how much the retail landscape has changed. Everyone was excited to see each other after so long of no nursery trade shows. It was great to see a lot of major brands return and I believe that also gave the show a boost compared to the decline it had experienced pre-pandemic.

Was there a particular product that really stood out for you this year? ​ he new Silver Cross designs and models were the highlight of the T show for us. Cybex also displayed a great technological development (which we are asked to keep top secret!).

Was Harrogate a good place for spotting any upcoming trends or new products? ​ or the UK Nursery Goods market, the Harrogate International Nursery F Fair gives you a good feel for what is out there and keeps you up to date on what suppliers are working on. For more choice and a better understanding of trends, the Kind + Jugend trade fair in Cologne is without a doubt in a normal year (pre covid) a larger show.​

Of course - see you there next year.

nursery today




What would you say was your most memorable moment while attending? A small start-up called Kids Happy House. Two young girls stopped us in the corridors with a burst of enthusiasm and gave us no option but to visit their stand. They were truly amazing and very gifted at a young age. We invited them to our showroom and gave them a tour of our operation shortly after the show.

How important was it to you to gain product demonstration? For our Showroom Team, the show is a great place to get all the product demonstrations in one place. It is also important for our buyers to understand the product development and product USP’s to aid better decision making.

Terri Hall


How many days did you attend the show for? I really wanted to be there the whole three days but we are short staffed so managed two. I was there for opening on Monday and left late afternoon Tuesday.

Did you feel there were sufficient brands within the halls? It was amazing how many brands exhibited. It was brilliant to see Maxi Cosi, iCandy, Mamas & Papas, Miniuno, Cybex and Silver Cross launch new products there.

Was there a particular product that really stood out for you this year? I immediately fell in love with the new Core and Peach 7 from iCandy, Eco car seats by Maxi Cosi and Silver Cross have really reinvented themselves with the new products launching next Spring. It’s very exciting.

Was Harrogate a good place for spotting any upcoming trends or new products? It really was, I personally felt a bit out of the loop with new trends with the lockdowns. You know what sells and what doesn’t for your own shops but being at Harrogate to me is like a fashion show, you see what’s on trend and what’s faded away.

What would you say was your most memorable moment while attending? It was wonderful being all under one roof (and many halls), seeing all my reps and other retailers was my highlight. Also for the suppliers that haven’t done Harrogate for a while to be there once again.

How important was it to you to gain product demonstration? Very important, it’s all very well looking at the beautiful products but you do need to see how they work. Luckily most of the suppliers that had new products had an allocated demonstrator to hand.

Finally, will you be attending the 2022 event? Yes, yes and yes. So please all suppliers attend once again next year!

Success at Harrogate for JUNIORJONES!

Catherine Haken

Following the impact of COVID.

Was the show successful for you as a brand this year?

Shortly after the launch of JUNIORJONES, with COVID hitting the Nation and lockdown restrictions put in place, it was a challenging start for the brand. Harrogate gave the team the perfect platform to meet new retailers and show them the range. They would like to thank everyone who popped by the stand to say hello and view the range. Amanda from JUNIORJONES commented ‘It was great to meet everyone, demo our strollers, show our POS and explain our sales strategy to help support the retailers. We are pleased with the uptake of the brand and continue to work through everyone who expressed an interest at the show’. If you were unable to get to Harrogate and are interested in booking an appointment with JUNIORJONES, please contact them by email on 0800 8807 906

Head of UK Sales & Marketing – JuniorJones We were very pleased with the success of the show, we met many new retailers, some who hadn’t even heard of JUNIORJONES as well as some of the retailers who have already invested their time and efforts into the brand.

Did you have a hero product on your stand that visitors found of particular interest? Yes, our J-CARBON always seems to turn heads. It is the first of its kind being fully formed and hand made from carbon fibre. It is a particular winner with the guys!

Did you find that visitors welcomed product demonstrations? Yes of course, we demonstrated all of our products to most of the visitors to the stand. I think strollers in particular need to be demonstrated to show retailers the key functionality end consumers look for.

Will you be looking to exhibit again at the 2022 event? Yes of course, I hope the event is just as busy as it was this year and the brands continue to support the show. Everyone seemed to be in good spirits and enjoying it!


nursery today

Harrogate REVIEW

20 years of Out ‘n’ About Out ‘n’ About, one of the UK’s leading pushchair suppliers, celebrate their 20th Anniversary.

New launches from

ep Green Sheto wat ch at

Green Sheep Group was one Harrogate! s to their stand where

The team were excited to welcome visitor as well as they were exhibiting their much-loved brand Snüz, ! Sheep founding brand The Little Green sneak The entire range was available to see alongside a glimpse of the got rs Visito hes. launc ming upco of ews previ y to see the all new Snüz Wardrobe and had the opportunit one place. in all , Sheep Green Little The entire range from

01789 734 022 |

As a trusted and established manufacturer of high quality pushchairs, Out ‘n’ About pride themselves on being a family brand and have over the years developed and produced multi award winning products with both the parent and child’s needs at the forefront of their mind with the team enjoying welcoming visitors to their stand at Harrogate. Out ‘n’ About have grown considerably over the past 20 years with the range now consisting of seven models. Contact the below to find out more.

01234 344230 |

Stand out from

Products galore with

New Privé collection a hit with visitors!

This year Red Kite were celebrating 15 consecutive years exhibiting at the Harrogate Nursery Fair

the crowd

This year’s Harrogate Nursery Fair was a wonderful experience for all involved with Bébécar. The team thought it was great being able to meet new and existing customers, face to face once again. The new Privé collection really stood out from the crowd and received a lot of “wow” comments over the three days. There was also a great reaction to the small selection of Trama nursery furniture, which was on display on the stand. Overall, Bébécar received some really positive feedback over the event, and the team are looking forward to working with new and existing retailers.

01692 408801 | Email:

Red Kite

Red Kite were fully focussed on showcasing new ranges and products that have been introduced in the past year and new lines due to launch imminently. “We had a very positive and buzzy show which was echoed I think by most exhibitors and visitors. Really lovely to see and catch up with so many familiar faces and meet some new ones!” comments Debra Tucker. Visitors to their stand had the opportunity to check out their award winning 4 in 1 Feed Me Combi highchair and also their newly introduced funky additions to their popular Baby Go Round walker and entertainer range together with their new updated highchairs and strollers. The interior nursery range also had some beautiful new additions in the form of bouncers, co sleepers and saw the company launching the new Tree Tops Play and Nursery range. Soft muted grey and white tones which continue to be in demand and very popular! Finally Red Kite were also able to present their expanding range of award nominated Travel Systems – the Push Me Pace and the brand new Push Me Dubl Twin Stroller. A brilliant full package with a practical and stylish stroller that will turn heads!

RETAIL MATTERS Yasmin Ali and Ian Davidson mid fold on the Leclerc stand

Viewpoint Guess who’s back, back again, Yas is back, tell a friend! Name the song & artist in a post in the NSG Trade and get a retail shout out! Babyland Fife and NSG admin Yasmin Ali gives her thoughts on the Harrogate Int, Nursery Fair. Recovered (just about) from Harrogate 2021, JEEZ O what a weekend! I felt like a teen! I remember hitting the aisles with my mum and Roxy as a kid and being the bag holder and tea person – the show used to be heaving and this was no different. It was like a mini Koln, and now the focus is on 2022. I did the full 3 days and was short for time. I didn’t make it to everyone, I’m gutted and apologies to those I missed, but that is a sure sign of a successful show, right? All in all though, most of what we saw we had already seen, there wasn’t really a WOW on every stand (ha Cosatto! You had a WowEE!), I’m sure next year will be different of course but haven’t we overdone the grey? Big shout outs to Cosatto, strong range (thank you thank you thank you for my gorgeous new stand), Roma Prams – them sunflowers bold and super brave! The new Koo-di day sleepers also come in lovely super bright colours. I’m bored of black and grey, and I can’t be the only one! The greens…I don’t hate them, but the Hummingbirds at Bizzi

Growin are what I am talking about. OK on a serious note, after talking to a few retailers I do have some points to raise, some thoughts I’d like to share. Words used, and I quote: “Bullying, condescending, cheeky, disrespectful, couldn’t be bothered”. I’ll tell you where this has come from. Lockdown. Lockdown was hard, but it was good for trade. Suppliers boast of how their websites couldn’t handle the traffic and they were rushed off their feet. What can happen sometimes when you hit a really high success is that you get too big for your boots, and we did unfortunately see some ego. That isn’t going to fly. Brand bosses, MDs: I know you are reading this. Check in with your team, are they treating your customers and representing your brand in a way that you want? After the show, there are some brands coming onto my shop floor, some extending their space, and some say bye bye – and I’ve got a feeling that the bosses have no clue what is going on beneath them. Lockdown changed how retailers do

My Highlights! business too. My advice: have a staff meeting. Is Yas talking about us? Does the shoe fit? If I’m talking about you, the NSG are talking about you – what image do you want us to have of you? Gloom aside, if we can get behind the show, it will once again take precedence as the main go to show – it’s so much easier than Koln. Please get behind it! Shout outs to Cybex: that thing in that room that we aren’t really allowed to talk about…5* from me, love the Dorel newness – they’ve really upped the ante and a huge thank you to the team at Leclerc, for letting Ian of Babylicious and myself destroy your stand in the name of TikTok fame. What a fantastic fold, and great way to demonstrate it to our customers. At the NSG we are furiously helping each other with stock, discussing new things (welcome to the trade new retailers!!), riding this covid exit wave as best we can. Join in the conversation, say hi. Facebook groups. Retailers: NSG Retail and everyone NSG Trade. Me Ciao for now!


nursery today


Venicci – it was their 10th anniversary celebrations, the stand was stunning, new colourways are bang on as always. Congratulations team, thank you for everything; its been amazing to be on this incredible journey with you and I wish you every success.


Mamas & Papas – back after 25 years! Koln Feels! Dior vibes on the new Ocarro, which is going to appeal to the fashion froward parents looking to buy my favourite pram. Yep I said it.


Peg Perego – The Veloche is the next big thing, it ticks every box, has stunning new colour ways, stock is en route - next big thing, you heard it here.


iCandy – the new Peach 7 and Designer Collection Cerium updates have taken the peach to a new level, the crush orange and new Core – for me put iCandy in a really exciting position, the range is really strong and I think its going to be really successful.

Sponsored by The brand that parents trust


Sit, swivel, eat!air The new Munchkin 360° Cloud Swivel Highch is now available at Baby Brands Direct.

This great piece of kit makes feeding time easy and stress free. With its sleek, modern look that will fit well in any kitchen, the innovative highchair has a seat that can be turned a full 360 degrees, meaning parents can feed their little one from any angle. It also makes getting baby in and out of the seat easier! The ergonomic seat and removable cushion ensure that baby is comfortable, while the five-point harness system keeps them secure and safe. Check out Baby Brands Direct for more great Munchkin products.

Freshen up your look! My Babiie would like to introduce to you their three NEW Deluxe Changing Bags that are in stock now.

My Babiie have added two new changing bags to their range. Designed by Dani Dyer to co-ordinate with her Belgravia Travel Systems along with more products from her range. These Metallic Marble changing bags and classy Pink & Grey Backpack add a stylish look to outings with your little one and their stroller. |

Best Selling ClevaPure Himalayan Salt Lamp is Back ClevaMama is excited to announce that its bestselling ClevaPure Authentic Himalayan Salt Lamp is now available! This lovingly created ClevaPure Salt Lamp was designed to help create a calm and restful sleep environment. The ClevaPure Salt Lamp has so many incredible features and benefits but let’s start with the fact that it’s a humidifier, air purifier, a night light AND an aromatic diffuser in one!

It features… ■ ■ ■ ■ ■ ■ ■ ■

A gentle glowing night light to help baby sleep Humidifier to help ease congestion & soothe sore throats & stuffy noses Can help dry itchy skin while baby sleeps. 3 different soft glowing light levels Use with baby safe essential oils such as lavender, Chamomile, Orange and bergamot. Whisper quiet for the nursery Easy to use – with stackable features It’s suitable for all ages…newborns, you and for as your baby grows.


Game changer for


Close’s Pop-in reusable Breast Pads have been described as ‘a game changer’ and ‘the best leakproof pads ever.’

These reusable breast pads are a fantastic example of the next generation of washables, giving Mums a reliable alternative to single use without any compromise on performance or protection. Last year these little pads were voted as ‘best for absorbency’ in the Made for Mums big breast pad review standing their own against many leading disposable brands and they also won the coveted M&B Gold as ‘the best breast-feeding product’. So what makes them stand out from the crowd?…Well firstly these pads are incredibly slim given their amazing absorbency, also being designed by a Woman they contour perfectly to the shape of Mum’s breast instead of being flat which means they are not only more comfortable to wear but also more discreet than other washables pads. Just like a disposable pad, the layer closest to the wearers skin has a fast wicking stay dry function which feels much drier when worn than a natural fibre. Lastly they have a unique bind which both keeps the pad in place and provides added leak protection, so win for Mum and the planet! For more information or to enquire about stocking Close products please email |

Looking for products to assist mums during the pregnancy or maternity stages? We shine the light on products that are available now to assist.


support solution During pregnancy a woman’s body undergoes many changes which can cause problems during sleep, it can be extremely difficult to get comfortable with a growing baby inside! The Mother&Baby Gold Collection support pillows can help to support the growing body and give mum to be a restful night sleep. Available in 6ft and 12ft sizes so you can be fully enveloped in the supportive hollowfibre pillow. For extra peace of mind, the pure white cover is made from GOTS certified organic cotton so there are no nasty chemicals in their production.

Elvie delivers Battery powered pump that sits inside nursing bra.

It may sound too good to be true – a breast pump you can use whenever and wherever, discreetly and comfortably – yet that’s what Elvie promises and delivers and is the reason it has thoroughly disrupted the breastpump market. The pump is battery-powered and sits inside a regular nursing bra. It’s incredibly quiet, while its smart features help you track and monitor your milk volume in real-time. The app is fantastic for helping you track your pumping history for each breast – a godsend when you’re sleep-deprived and you’re not even sure what day it is. The app also lets you control the pumps remotely. Available exclusively from bébélephant.

020 8202 1467 | 64

nursery today

Four step routine Lansinoh has announced the launch of a new Birth Preparation & Recovery range, to help support new mums during postnatal recovery. This new range is an essential collection of products, which can be used as a four-step routine to help mums avoid the discomfort that comes during and after birth. The Birth Preparation & Recovery range includes an Organic Pre-Birth Preparation Oil, Post-Birth Wash Bottle, Organic Post-Birth Relief Spray, and a Cold and Warm Post-Birth Relief Pad.

Cool and calming The Organic Post-Birth Relief Spray is formulated with a unique blend of herbal ingredients to cool and calm the perineal area after childbirth. This post-birth relief spray has been clinically tested to help soothe and relieve discomfort during post-birth recovery. It has also been Gynecologically tested to be suitable and kind for sensitive skin. The 360° sprayer allows gentle and easy hands-free application from any angle, enabling mums to reach areas of discomfort more easily.

No nasties included! Oranic nipple balm with organic certified incredients With only seven, organic ingredients including Argan oil and Coconut oil, Lansinoh’s certified USDA Organic Nipple Balm has been handcrafted to care for breastfeeding mums to help maintain soft and healthy skin. With no smell or taste, it doesn’t interfere with breastfeeding. The natural, plant-based remedy can also be used as preparation balm for mums-to-be to prepare their nipples for breastfeeding, as well as during pregnancy to relieve dry, stretching skin.

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of women said they were unprepared for the physical pain & recovery after having a baby.1 Lansinoh has launched its NEW Birth Preparation & Recovery range, designed to support new mothers prepare for birth and support their postnatal recovery. Simple, safe and backed by research and guidance from experts.

We are with you, Mama a For more information, please visit & select 'trade enquiry’ 1 Lansinoh (2021) Postpartum Survey. Internal Lansinoh report. Unpublished.


notice board Highlights of Harrogate The Baby Products Association team enjoyed a hugely successful show at Harrogate International Nursery Fair this year and business was brisk throughout the threeday event with new and existing members visiting its stand.

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.


nursery today

Members and show visitors were invited to seek advice from three professional organisations which partner with the Association, including law firm 3volution which sponsors the Concept & Innovation Awards, offering a £1000 prize of legal fees to the winner. Lyndsey Hall of the company spent three days at the show giving invaluable advice to companies seeking information about all aspects of Intellectual Property including patents, copyright, trademark design right and dispute and contract law – subjects which all proved helpful to the three Concept & Innovation Awards finalists who are all in the very early stages of product development. Nicolas Kingett of Nottingham Trading Standards was also on the stand to talk to members about its Primary Authority Partnership with the Baby Products Association. This scheme means that member companies can receive advice about their products’ safety, for example, whether it meets the requirements of the relevant safety standard, with an interpretation of these if required, provided by the Nottingham division and which will be upheld by Trading Standards departments in England and Wales and gives a firm ground for defence in court. The Finch Group, the Association’s insurers, also attended the show to support existing clients and provide information and support to new clients too. This service is especially valuable to association members which receive additional insurance cover.

Get your FREE copies of CHILD CAR SEATS: Ending the confusion Prior to the covid pandemic, the Baby Products Association worked closely with car seat manufacturers and industry experts to provide a definitive guide on safety standards and laws surrounding child car seats. Having listened to members and its members’ retail partners, the Association became aware that there is huge confusion and contradiction in light of new legislation and felt it its duty as a member base to produce a document which harmonises the UK car seat industry. The booklet combines fact based views of major car seat brands into one document that everyone agrees to stand by as a position of truth. A PDF of the booklet can be downloaded from the Association’s website (under Safety Information). The Association is also happy to provide free copies of the booklet to retailers for distribution in-store. For more information, contact Julie Milne –

The UK’s favourite industry awards On the first day of the show, the Baby and Nursery Trade Awards (BANTAs) were judged and with 90 shortlisted product entries, the process was long and time-consuming. There were eight categories and the winners were as follows (the full short-list and highly commended entries can be viewed on the website at

TRAVEL Winner: Inglesina - Aptica XT

CARRIERS Winner: Joy & Joe Ltd - Organic Stretchy Wrap Carrier

FURNITURE Winner: Cuddleco Ltd - Troll Lukas 2-piece Furniture Set

IN THE NURSERY Winner: BreathableBaby UK - PurePail™

BABY ESSENTIALS Winner: Doddl – Doddl Baby Cutlery

TEXTILES & SOFT ACCESSORIES Winner: Little Chick London - Toddler Pillows

TOYS AND EDUCATIONAL Winner: Dorel Juvenile - Tiny Love Boho Chic Lux Developmental Gymini

BEST NEW PRODUCT Winner: Cozy N Safe - Morgan i-Size 360° Car Seat

Concept & Innovation Awards 2021 The winner of its 2021 Concept & Innovation Awards was announced as Stuart Kingswell with Squirrel - an instant formula feeding dispenser. He was presented with his award by sponsor Lyndsey Hall of law firm 3volution. The judges were impressed with the innovative design and engineering of Stuart’s product, which allows water and formula milk powder to be carried together in a bottle, but only mixed at the click of a button. Squirrel fits into the baby bottle and provides a solution to keep formula milk fresh and safe until ready for use. This not only provides convenience to parents; but also reduces the necessity to use ready mixed formula milk, the packaging of which contributes to landfill. Stuart, who is an engineer and has been working on his design for almost four years, commented: “I am so honoured and delighted to receive this award. I have no experience in the baby products industry, but love to design and engineer solutions to problems, so it means so much that Squirrel has been recognised and commended by industry experts.” Other finalists, which were both highly commended by the judges, were Nicky Bateman with The Qudo Soother a patented teat design and proven solution for parents to help infants struggling with persistent crying; and Rachel Wood of Bibado with Dippit, a stage one weaning spoon.

Buyersdirectory Textiles

Coordinated Bedding

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

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

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

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

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