focus FURNITURE
Beautifully crafted In spite of the “non traditional” launch of their new furniture range CuddleCo have built a great success story with their new Clara furniture range.
The perfect room Nursery furniture is big business. Parents will continue to need somewhere for baby to sleep, solutions for storage and also items that accessorise the nursery.
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urniture for the nursery is a staple product category for many Nursery retailers and we are fortunate that we have a great selection of products to chose from. With many parents opting for furniture sets to give a co-ordinated feel to the nursery this is one sector that doesn’t stand still and over time has really caught the imagination of the consumer. Nursery Today asked Green Sheep’s Brand Director, Mark Nicholls if he felt we were currently experiencing any trends when we look at nursery furniture. “From our research the majority of parents (61%) choose a cot which converts into a toddler bed, as their follow-on sleep solution once their child has outgrown their moses basket or crib. This compares to 30% who opt for a more space-saving cot or mini-cot alternative. When it comes to design, we’ve spotted three trends in 2020 which look set to continue into 2021. While gender reveals have become increasingly popular, unisex nursery designs are in high demand as parents-to-be also seek more muted, pastel interior styles. Scandinavian and Nordic styles are also commonplace, with minimal foundations which allow for carefully placed accessories and the ability to tweak the room style over time as they grow.” Nursery Today asked BabyStyle’s Managing Director, Andy Crane, if he felt that parents were looking for value in
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comparison to quality? “Whether or not they are looking for it, we have a responsibility as manufacturers to offer good quality products. Value is often determined by the brand and is influenced by lots of other contributing factors. “Our core mission at BabyStyle is ‘To develop quality products that really have the wow factor, whilst never compromising on comfort, safety, functionality, affordability or style’. This is a mission we will always abide by and continue to work to.” A notable point of interest is the desire for co-ordinated room sets with cotbeds firmly at the centre of this. Parents are
approach, and the desire for products of good quality which stand the test of time either for a second child, or to ensure a good re-sale value after first use.” Talking of consumers now being more environmentally conscious we asked CuddleCo’s Product Manager, Rachel Halliburton if she felt that consumers are seeking out products that are made using wood from sustainable sources? “We haven’t seen a huge spike in specific requests or direct questions about the sustainability or origin of materials used in our furniture ranges, but we do get more and more questions posed over “how” and “what”
“Furniture items don’t tend to be an impulse purchase. We know that 80% of parents purchasing a bedside crib do their research beforehand, and I think it’s fair to assume the same for other furniture items.” Mark Nicholls looking for items that represent style, but also functionality and value. For example, a good cot bed is an ideal solution as this takes baby through to their early years, and provide value for money. Mark agrees commenting: “The bias towards cots which convert to beds highlights that parents do prioritise longevity and value for money. However, as customers become more eco-aware, this also promotes a ‘buy smart, buy once’
our furniture is made of through our customer service team. It is good point to know however that all of our furniture ranges’ are made in Europe using sustainably sourced FSC timbers.” When it comes to colourways, white is still a prominent choice of colour, followed quickly by natural tones (grey and natural wood) - but that doesn’t mean that there isn’t a consumer looking for that something different.
The Clara cot bed showcases beautiful soft curves combined with traditional spindles and is available in pure White and White with Driftwood Ash top rails. This best-selling range has won rave reviews from customers. Samantha A writes “A wonderful set of furniture, very sturdy and I love the curved trim.” Purchase the Clara from CuddleCo with their Signature mattress and you have a bed which will last with your baby from birth up to 5 years old when converted into the toddler bed. The CuddleCo mattress has a waterproof training side to stay clean even if there are little accidents. All of CuddleCo’s furniture ranges are currently in stock as well as their Cuddleco and Mother&Baby mattresses.
www.cuddleco.co.uk As Nursery Furniture is a considered purchase, is this also a category that is researched online prior to purchase? We asked Mark for his thoughts. “Furniture items don’t tend to be an impulse purchase. We know that 80% of parents purchasing a bedside crib do their research beforehand, and I think it’s fair to assume the same for other furniture items. Although, I don’t believe the category gets quite as much time dedicated to it as pushchairs, for example. The increased focus by parents on creating their dream nursery means that they are much more likely to invest the time in both the big items, and the finer details. Parents aren’t just doing their research online either, with 67% of parents who purchase a cot bed preferring to view in-store prior to buying.” However, with the current Covid-19 pandemic, Rachel feels we will see more turning to the internet for inspiration and price guidance. “Online customers can look at images and specifications to narrow down their options, whilst always cross checking the prices! Many customers will come into stores to have a look at the furniture to re-affirm their decision and we support our retailers with room sets and new POS options, but with the restrictions recently due to Covid 19 I think we will see more sales going online only.” As an industry, we are fortunate that brands keep up with trends in this sector and refresh their ranges by launching new products to ensure they keep up to date with trends.