Nursery Today October 2025 by Lema Publishing

the team

Editor Penny Franks penny@lemapublishing.co.uk

Sales Director

Claire Naish clairenaish@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

This month The Nursery Store’s Managing Director, Christy Foster, shares her re ections on the busy autumn season.

In this month’s Barking Mad, Pramland’s John Barker shares his latest adventures, from jetting o to Florida for some rollercoaster thrills to preparing for the much-anticipated 2025 International Nursery Fair in Harrogate.

Azaria’s Managing Director Amber Steventon explores the rapidly evolving world of modern parenthood and the way it shapes buying decisions.

Following last year’s milestone 25th anniversary celebrations, BabyStyle returns to the Harrogate Nursery Fair this October with a line-up that promises to be bigger, bolder and more inspiring than ever.

editor’s letter

Welcome to our October issue, which can only mean one thing… Harrogate is here! The halls of Harrogate Nursery Fair are almost ready to open, and this year visitors can look forward to four busy halls filled with nursery products galore, from wheeled goods, car seats, nursery furniture, bedding and monitors, to plenty of exciting extras along the way.

We are all in for a treat. Alongside many established and much-loved names, we will also be welcoming a wonderful line-up of newcomers, each bringing something fresh and different to discover. Brands include BabyStyle, Cybex, Maxi-Cosi, Axkid, BeSafe, CuddleCo, Doona, Inglesina, Hauck, Joie, Graco, Nuna, Babymore, iCandy, Lässig, Venicci and more. You will find many of

them highlighted in our preview starting on page 19. It is also a pleasure to see Silver Cross returning this year, while new exhibitors such as Nora Baby featuring Welldon and Jovikids, as well as Bababing!, will be showcasing why Harrogate continues to be the place to be.

As the UK’s only dedicated nursery trade show, Harrogate is an unmissable opportunity, not only to see the latest products up close, but also to connect with like-minded colleagues across what I always think of as the friendliest industry. The buzz is already building, and I for one cannot wait to catch up with so many of you.

Naturally, this issue is packed with Harrogate highlights. Our full show preview begins on page 18. On page 30, Pramland’s John Barker shares why the event remains a highlight of his

year, describing it as the perfect mix of social enjoyment, business insights and a chance to reflect on the past twelve months while spotting potential show only deals and offers. Our cover star this month is BabyStyle, who will be unveiling a host of exciting new products, including their collaboration with Aston Martin. If you have not already heard about it, prepare to be impressed at their stand, and you can read more on page 10.

One of the real joys of Harrogate is the people, and I am very much looking forward to seeing familiar faces and meeting new ones.

Of course, the Nursery Today team will be there too. You will find us at our stand at the entrance of Hall A, so please come by and say hello. If you spot me out and about in the aisles, do stop me for a chat. One of the real joys of Harrogate is the people, and I am very much looking forward to seeing familiar faces and meeting new ones.

Beyond Harrogate, this issue also features a fascinating trends insight from Azaria’s Managing Director, Amber Steventon, on page 40. She explores the fast-changing world of modern parenthood, from tighter budgets and selective splurges, to the influence of TikTok and the growing importance of sustainability. It is a

must-read for anyone keen to understand the forces shaping buying decisions today.

And finally, do not miss our focus on weaning products starting on page 70, packed with ideas and inspiration for this ever-popular category.

Here’s to a happy Harrogate and I look forward to seeing you there!

BabyStyle Set to Shine at Harrogate Nursery Fair 2025. Find out more over on page 10.

Splash About acquires Bambino Mio

Bambino Mio will operate as a ‘sister’ brand to Splash About, leveraging its operational expertise, innovation, and strong multi-channel distribution. With a shared ethos and complementary strengths, the deal strategically positions the brands to accelerate international growth and capture a greater share of the eco-conscious parenting market.

Splash About acquired Bambino Mio from administration in December 2024 and has spent 8 months implementing a decisive strategy that has resulted in returning the business to pro tability.

Group Managing Director Lesley Beach explains, “A deep dive nancial diagnostic of the business identi ed the pro t and loss drivers, which in turn resulted in a complete overall of the product range – returning to what Bambino Mio always did best; beautiful mix and match designs of eco-friendly developmental products.”

Owlet makes premium monitoring possible for every family

Owlet, a pioneer of smart infant monitoring, is thrilled to announce the launch of its new HD video baby monitor, Dream Sight, and next-generation Dream Duo.

These products represent an important step for Owlet in the category, featuring advanced technology designed to provide clarity, connection, and peace of mind from day one.

“Parents are clear about what they need in a baby monitor – more advanced features, greater reliability, deeper security, and a price point that makes sense,” said Kurt Workman, Owlet’s Chief Executive O cer and CoFounder. “Dream Sight is a direct response to that feedback from our customers. When paired with our medically-certi ed Dream Sock, it creates a connected monitoring experience that gives caregivers the con dence and peace of mind they need.”

www.owletbabycare.co.uk

Partnership that builds conﬁdence

Prestige Sleep believes that choosing a baby mattress should feel simple, safe and reassuring. That’s why the Kent-based manufacturer believes in making more than mattresses - it invests in the retailers who sell their products.

Sales teams are given detailed training to explain what really matters: why and how dual-sided designs adapt as babies grow, how natural materials like British wool regulate temperature, and why high-quality handcrafting in Britain stands out from foreign imports. Clear point-of-sale displays mean parents see the di erence instantly, while knowledgeable sta can answer questions from parents with con dence.

Behind the scenes, Prestige Sleep’s stable pricing and dependable delivery give retailers peace of mind too, ensuring shelves stay stocked, unhindered by offshore supply chain issues, so parents can access their trusted products when they need them.

By putting as much care into their retail partnerships as their products, Prestige Sleep creates a ripple e ect: better-informed retailers, more con dent parents and. ultimately, safer sleep for babies. For bespoke, quality nursery mattresses you can trust, visit the below for further information.

www.prestigesleep.co.uk

• Craftsmanship - ever y mattress is hand-assembled in the UK

• Quality - locally-sourced premium materials from the UK & Europe

• Innovation - double -sided designs to adapt as babies grow

• Sustainability - chemical-free, natural materials

• Unparalleled suppor t - tailored, comprehensive approach from pack aging to sta training

www.prestigesleep.co.uk

75th Nuremberg Toy Fair nearly sold out

The 75th edition of the 18-hall Nuremberg Toy Fair, which takes place 27-31 January 2026, is nearly sold out.

Widely recognised as one of the most influential gatherings for the industry, the Spielwarenmesse reflects the international toy market across 13 product groups. Interest in participation from the industry is enormous: 96 per cent of occupied space from the previous edition of the show at the Nuremberg Exhibition Center has already been allocated. Most of the 18 halls have already been completely booked, with only limited spaces still available.

“For many of our exhibitors, Spielwarenmesse is the most important platform for their international sales activities,” said Christian Ulrich, Member of the Executive Board at Spielwarenmesse eG. “This strong demand underscores the high significance of our event as the place-to-be for the global industry.”

Numerous prominent companies are returning to this year‘s exhibitor line-up. These include Kapla, exhibiting under Wooden Toys, Toys made from Sustainable Materials; Done by Deer and Flow Amsterdam in Baby and Infant Articles; Robosen in the category Electronic Toys; Boland grouped under Festive Articles, Carnival, Fireworks; and the publisher Ars Edition in the product group Games, Books, Learning and Experimenting.

In School Articles, Stationery, Creative Design, several well-known brands will be exhibiting for the first time. Alongside Herma, both the Nordic Houseware Group, and Online Schreibgeräte will be making their debut at Spielwarenmesse. Panini America, Spinnovation, and WeRoll Tech, all falling under Sports, Leisure, Outdoor, will also be exhibiting for the first time.

Organisers will begin announcing special celebrations to mark the fair’s 75th anniversary in the coming weeks.

The Puppet Company Expands its Commercial Team

Family run world leader in puppets and soft toys, The Puppet Company is delighted to announce the appointment of a new Sales Manager, as the brand welcomes Nicola Mawby to its team. Bringing more than 20 years of sales experience to the role, this is a truly exciting appointment for the adored toy and gift experts that make puppets, plush, and play possible!

With a strong passion for the toy and gift industry, Nicola has worked with several leading brands during her 20+ year career. In her most recent role as National Account Manager at Warmies, Nicola established a wealth of knowledge and nurtured a number of long-lasting relationships with key contacts at both independent and multiple retail accounts, making her the perfect candidate.

Speaking about her new role, Nicola said: “I have admired The Puppet Company for many years, so joining the team is a real coup for me. It’s a lovely business with great brand recognition and two fantastic brands – The Puppet Company and Wilberry Toys.

“I just love the products, their wonderful story, and the founders passion which truly shines through. With some fantastic licenses including Elmer, Paddington and The Natural History Museum, as well as their support of causes like The Brain Tumour Charity, it’s just such a special brand to work for. I am so looking forward to selling products that bring pure joy to customers. There’s huge potential for growth and I’m eager to play a part in the next stage of the journey.”

Speaking about the new appointment, Sue Lockey, Director and co-founder said: “We are extremely proud of our entire collection of puppets and soft toys and are always open to new retailers, however big or small. For us it is about inspiring imaginations and encouraging creative play for families everywhere – creating Fun for Everyone. Nicola clearly shared our passion and will be a great support as we continue this mission, while also nurturing the brands legacy.”

For sales enquiries, please email info@thepuppetcompany.com

Avionaut’s

Pixel Pro 2.0 C Named What Car?

Best Infant Carrier 2025

Avionaut is celebrating a landmark achievement: its Pixel Pro 2.0 C infant carrier has been named Best Infant Carrier 2025 by What Car?, one of the UK’s most respected motoring authorities.

Each year, What Car? puts the latest child seats through a rigorous assessment process, examining not only crash test performance but also day-to-day practicality, comfort, and design. To be selected as the year’s top infant carrier is a significant endorsement of Avionaut’s mission to combine cutting edge safety with intelligent engineering, and recognition that its philosophy of caring for the safety and comfort of the youngest passengers and their parents—truly resonates. Being named the year’s top infant carrier is a powerful endorsement of Avionaut’s mission to combine cutting edge safety with intelligent engineering, and it reflects the brand’s core philosophy: caring for the safety and comfort of the youngest passengers and their parents.

Scoring five stars overall in What Car?’s testing, including top marks for safety, ease of use, and practicality, the Pixel Pro 2.0 C outperformed its competitors. Its higher ADAC crash test rating placed it ahead of the Nuna Pipa Lite, whether secured with ISOFIX mounts or a car seatbelt. The harness adjusts smoothly with narrow straps that sit neatly on newborn shoulders, while removable padding and inserts ensure comfort as a baby grows. Even small touches impressed the testers, such as clearly marked belt guides, simple strap adjustment, and clear fitting images on the seat itself.

Fiona Suffield, UK Country Manager at Avionaut, commented: “We are incredibly proud that the Pixel Pro 2.0 C has been recognised by What Car? as the best infant carrier of 2025. For us, this is more than just an accolade - it’s a reflection of the trust parents place in Avionaut at the most important moments of their lives. Our priority has always been to make every journey as safe, comfortable, and stress-free as possible, and being named among the very best confirms that we are achieving exactly that.” www.avionaut.com

FQ Magazine announce appointment of Lisa McGarry

Lisa McGarry has been appointed as their newTravel Editor, working alongside FQ’s Editor, Tim Barnes-Clay. Tim warmly welcomes Lisa to the team and looks forward to her contributions in enhancing the magazine’s travel content.

FQ Magazine, published quarterly, is aimed at men whose lifestyles have evolved with fatherhood but who still maintain a keen interest in fashion, cars, travel and gadgets. Celebrity fathers have cultivated an image of dads who relish treating themselves and their families to luxury consumer goods, such as designer pushchairs and high-end clothing. www.fqmagazine.co.uk

Ickle Bubba launches rotating Nimbus i-Size Car Seat

Nursery brand, Ickle Bubba, has launched its rst rotating i-Size car seat with the new Nimbus infant carrier Nimbus i-Size Car Seat and Spin ISOFIX Base. Designed with safety, comfort, and convenience in mind, the Nimbus makes sure you can drive with the peace of mind that your child is secure and comfy on every journey.

The car seat is tested to the latest i-Size (ECE-R129) safety standards and comes with various standout features. Pop-out side impact panels are included as standard on both sides, o ering added protection. A snug newborn liner and UPF 50+ hood provide comfort and sun protection on every drive, and a built-in magnet keeps the buckle pad neatly out of the way for quick, fuss-free access.

Head of product at Ickle Bubba, Dominique Fennell, comments: “At Ickle Bubba, we’re passionate about creating products that support parents every step of the way.

The Nimbus i-Size Car Seat and Spin ISOFIX Base combines the very best in safety standards with thoughtful, parent-friendly design. From its clever rotation and the helpful guided installation indicators, to the extra comfort features for little ones, it’s all about making journeys safer and simpler for families.”

www.icklebubba.com

MORI Accelerates Growth with Second Strategic Acquisition

Baby and childrenswear brand, MORI, announces its acquisition of premium baby changing bag brand Storksak and sister brand Babymel, strengthening its position as a one-stop destination for modern parenting.

MORI, the award-winning baby and childrenswear brand, is excited to announce its second acquisition, Storksak, a leading name in the premium baby changing bag space. The acquisition also included Babymel, Storksak’s sister brand adapted for the high street market. This strategic acquisition brings together two category-de ning names in the baby and kids’ market, as well as marking a signi cant milestone in MORI’s vision to become one of the leading and most-loved brands in the parenting and childrenswear space.

“We’re incredibly excited to welcome Storksak and Babymel to the MORI family,” said Akin Onal, Founder and CEO of MORI.

“Our shared values of quality, timeless design, and supporting parents made this a natural alignment. This acquisition builds on the momentum from our KIDLY acquisition earlier this year and represents another step in MORI’s long-term mission to support families through quality, sustainable products.”

www.babymori.com

BabyStyle: Hall M, Stand: M6

BabyStyle Set to Harrogate Nursery

Retailers can look forward to a host of highly anticipated new launches, the first UK showcase of its exclusive partnership with Aston Martin – revealed worldwide in September – a refreshed stand design, and of course the legendary Sunday night party. Above all, BabyStyle is excited to reconnect with its valued stockists and can’t wait to catch up with friends across the industry. With innovation, style, and functionality at the heart of its offering, BabyStyle is set to make a big impact on this year’s show.

Among the headline launches is the Oyster Vee, a ground-breaking travel system making its debut at Harrogate. The Oyster Vee introduces a smart folding carrycot that can be collapsed while still on the chassis, delivering a truly practical solution for modern parents.

Available in three stylish colourways, the Oyster Vee is expected to be one of the most talked-about launches at the fair. Visitors can also explore fresh new colourways of the Oyster4, also showcasing a new chassis finish.

Also, on display as part of the Oyster family are two brand-new products designed with versatility in mind. The Oyster 4-in-1 Potty offers a practical, space-saving solution that grows with the child, while a new Oyster electronic rocker will be available to test-drive as part of the home range.

The egg brand will also take centre stage. Visitors to the stand can discover the new egg Sky, the cabin-approved stroller that has been eagerly awaited by retailers and parents alike. The egg Highchair, landing in the UK just ahead of the show, will also be showcased -

Shine at Fair 2025

offering a perfect opportunity for retailers to capture striking in-person visuals if they have yet to introduce it onto their shop floor.

Making a return to the spotlight after its mysterious debut in last year’s secret room, the revolutionary eggX will be on full display. With its unique extending axle and a host of clever innovations that set it apart from the egg3, the

eggX has been designed to redefine premium travel systems. Last year, its preview at prototype level created an incredible buzz – this year, visitors can get hands-on and see why it represents the next chapter for the egg brand.

BabyStyle will showcase a new Infant Car Seat

with 360 spin and lie-flat functionality, as well as a 360-toddler seat – which will be available across both the egg and Oyster ranges in matching colourways that consumers adore. By pairing functionality with coordinated style, these additions strengthen BabyStyle’s commitment to delivering products that support families at every stage.

In addition to these new launches, the BabyStyle stand will display the Bordeaux Oatmeal Furniture Set, offering retailers a chance to see the latest nursery furniture addition up close. With a fresh new look for the stand, BabyStyle is ensuring that visitors experience a contemporary, engaging, and truly inspiring environment throughout the fair.

And of course, no Harrogate show would be complete without the legendary BabyStyle Sunday night party, which continues to be a highlight of the industry calendar - a lively opportunity to relax, reconnect, and celebrate in style.

With a portfolio of ground-breaking innovations, highly sought-after products, and one of the most exciting brand partnerships the nursery sector has ever seen, BabyStyle’s presence at the 2025 Harrogate Nursery Fair promises to be a standout moment for both the company and its retail partners.

Tel: 01509 816444

Email: info@babystyle.co.uk

Aston Martin Partnership

Aston Martin egg: Hall M, Stand M7

One of the most significant announcements in the industry this year is BabyStyle’s exclusive partnership with Aston Martin, introducing a range of special edition egg3 strollers, announced on 9 September 2025.

This prestigious collaboration represents a fusion of luxury automotive design and nursery innovation, bringing a new level of refinement to the sector. At Harrogate, all three colourways from the collection will be on display, alongside some special surprises for visiting guests. The Aston Martin range will be available exclusively through a network of carefully selected retailers, chosen via an application process to reflect the premium positioning of the brand.

To mark the significance of this partnership, the products will be displayed on a dedicated stand opposite the main BabyStyle display, ensuring the collection receives the attention it deserves while providing retailers with an in-depth look at this unique collaboration.

is the year of style 2025

Following a successful 2024, Allison Baby, the parent company of Joie, Nuna, and Graco was keen to show its stylish side this year. Joie relaunched its signature collection, with a reimagined cut and sew, inspired by the concept of quiet luxury, Nuna launched its brand collaboration with BMW while Graco concentrated on building The Graco Village microsite.

Joie has continued to see growth, with its popularity solidi ed amongst parents that are looking for style and safety in feature rich products that o er value for money.

Joie has continued to see growth, with its popularity solidi ed amongst parents that are looking for style and safety in feature rich products that o er value for money. A busy year for the brand was kicked o with the relaunched Joie Signature Collection that was celebrated at a glittering London fashion show, attended by in uencers and journalists from around the country.

The Joie fashion team brought to life a new and improved collection, purposely crafted for parents who value aesthetics, subtle details, high quality craftsmanship and are willing to invest in baby gear that compliments their personal style.

Inspired by subtle details, monochromatic fabrics and timeless design elements, this updated fashion collection appeals to the most fashion forward parents.

At the heart of this fashion collection are the little details that set the Signature range apart. Inspired by the latest interior design trends, a sleek vertical stitching motif is featured throughout the collection to create re ned texture and subtle focal points.

All of the fabrics have been hand selected in earthy, neutral tones leading to a refined and timeless overall style. To finish off the look, tasteful vegan leather touches are applied on Joie Signature logos, badges, touchpoints and zippers.

Creating a feeling of understated elegance, this collection will allow fashion savvy parents to extend their style from their wardrobe right the way through to their baby gear – so even in those early days of parenthood, parents can still feel stylish.

As part of the relaunched cut and sew, Joie also unveiled the new versiti single to double stroller to the public.

Nuna has also continued to see year on year growth and has had a busy year with a number of Out Of Home advertising campaigns, most notably on the London Underground, as well as even more instore installations. Nuna maintains its premium positioning. Holding fast to its key ethos; simple, practical, stylish, the brand has expanded its o ering in pushchairs, car seats, travel systems, highchairs and carry items. Keeping style at the fore, Nuna has launched a collaboration with BMW, fusing premium design with innovative features.

Graco continues to show steady growth, introducing new product innovations in its home category and building on The Graco Village microsite concept. Throughout 2025, Graco has collaborated with Fab & El, social media influencers who are parents to twin boy toddlers.

for Allison Baby

Each product showcases both brands commitment to detail and is a testament to the exceptional safety and durability standards, and luxe aesthetics synonymous with Nuna and BMW. Nuna has launched several new products including the base curv, with a full 360 degree recline, as well as the Trvl Dubl side by side double stroller and the Arra Flex infant carrier. Nuna was also the proud winner of the 2025 Which? Baby & Child Brand of the Year Award.

Meanwhile, Graco continues to show steady growth, introducing new product innovations in its home category and building on The Graco Village microsite concept. Throughout 2025, Graco has collaborated with Fab & El, social media influencers who are parents to twin boy toddlers. The One Family campaign follows the family with monthly themes designed to support their followers and signpost to support networks. In the coming months, the collaboration will focus on fertility in support of Fertility Awareness Week in November, leveraging the couples personal experience and offering comfort and support to other parents experiencing fertility issues.

Elsewhere in the business, Allison Baby launched the pet safety brand, Tavo in 2024. A sub-brand to Nuna, Tavo delivers exceptional quality pet car seats, and travel solutions. From a standing start, the UK team has taken the industry by storm, taking lead sponsorship at Crufts and brokering global ambassador roles with dog behaviourist, Adem Fehmi and veterinary surgeon and well-known daytime television presenter Dr Scott Miller.

Most recently, the brand launched ‘Imagine the Impact’ at the Royal Kennel Club. A campaign designed to raise awareness of the dangerous behaviours surrounding pets travelling in cars. Backed by eye-opening research into

motorist behaviour when travelling with their pets, the initiative has been adopted on a global scale and warmly received by the UK pet media. With new products coming into the range throughout 2026, Tavo has an exciting year head and will continue to lead the pet industry in terms of quality and innovation.

Reflecting on the year, Allison Baby’s Managing Director, said: “We have continued to see consistent year on year growth since the company’s inception in 2011. 2025 has been a difficult trading year so far, but together we have weathered the retail storm and again will see this continued growth of the Joie Brand into the UK market. Our continued success could not be achieved without the efforts of our strong and dedicated team and of course the support of our valued customers – and we are looking to expand on this in the future with further new launch items into new areas, along with a more structured range.

“However, we know that while we are growing, there are many out there who are struggling in the current climate. The cost-of-living crisis is making life difficult for many families, so we have tried to ease the pain by reducing pricing on selected key lines for 2026 hitting the perfect everyday low prices that consumers need and also expect from Joie, without compromising on quality or safety. We are also continuing to work with our charitable partnerships here in the UK and around the world, reinforcing our longstanding relationship with Variety and Variety Golf by donating 10 sunshine coaches a year to children’s charities. Children and families are at the heart of everything we do, so this is a wonderful way for us to be able to give something back to the communities that have supported us through the years.”

www.joiebaby.com

www.b-p-a.org

If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

BPIA notice board

Discover Your Industry Trade Association in Harrogate

From 12th to 14th October, Harrogate becomes the focal point of the UK nursery sector as the International Nursery Fair — the country’s only dedicated trade event — opens its doors.

Renowned as the place where new products launch, partnerships are forged, and market trends are set, this year’s fair promises to deliver once again. The Baby Products Industry Association (BPIA), the sector’s long-standing trade body, is proud to play an active role at the heart of the event.

A major highlight will be the BPIA Concept & Innovation Awards, now rmly established as a showcase for creativity and originality. Finalists will present their ideas live at the show, giving retailers, distributors, and media the rst glimpse of products that could shape the future of the market. The winner will be announced during the show, making the awards a real focal point. For visitors, it’s a chance to see the next wave of innovation; for nalists, invaluable exposure. Above all, the awards reinforce the sector’s dual priorities: safety as its foundation, and innovation as the driving force.

With nearly 80 years of service, the BPIA is recognised as the trusted voice of the nursery industry with regulators, safety authorities, and government. Its membership spans from global brands to pioneering start-ups and Harrogate o ers visitors the perfect opportunity to meet the team, explore membership bene ts, and gain advice on navigating today’s complex regulatory landscape.

For many businesses, the BPIA’s greatest value lies in its technical expertise. The association tracks UK and European regulatory changes, keeps members informed, and represents the industry on key committees and working groups. For companies developing new products, this guidance often makes the di erence between uncertainty and clarity. The BPIA also extends its reach internationally, running UK Pavilions and collaborations at global fairs such as Kind + Jugend in Cologne — initiatives that give smaller rms cost-e ective access to overseas markets.

Membership brings tangible nancial bene ts too. Partnerships deliver direct savings, including a 10% discount on SGS testing services and a free 24-hour business support helpline from Croner. For many companies, these perks alone cover the cost of membership, while the broader advantages — expertise, advocacy, and networking — o er lasting strategic value.

This year’s Harrogate fair comes at a time of rapid change for the nursery sector. Businesses are responding to evolving safety requirements, rising demand for sustainable products, and increasingly informed consumers. Agility and reliable guidance are more vital than ever — and that’s exactly what the BPIA provides.

Visit the BPIA team on Stand B12 during the show. Whether you’re a start-up seeking direction or an established brand looking to shape policy, the stand o ers the chance to connect, learn more about membership, and explore opportunities for growth.

Penny+kids - winner of the 2024 Concept & Innovation Award, picturedwith Sara Ludlum of sponsor Brabners (left) and Marc Hardenberg chair of the BPIA (right)

Furniture and Furnishings (Fire) (Safety) (Amendment) Regulations 2025

The long-awaited revised regulations will come into force on 30 October 2025, with the majority of childcare articles now removed from scope.

This change means manufacturers are no longer bound by the UK’s additional requirements, which previously demanded testing over and above EU and UN safety standards and often forced a costly dual manufacturing process. Going forward, manufacturers and suppliers will benefit from transferable stock, and dedicated labelling will no longer be required — flammability compliance will sit within the relevant individual safety standards.

The products excluded from scope, such as highchairs, baby walkers and Moses baskets, carry a far lower fire load than those remaining covered — adult mattresses, sofas, and armchairs and many of the excluded items are designed primarily for use outside the home.

Following a decade and a half of sustained campaigning and lobbying by the BPIA, the Office for Product Safety and Standards acknowledged that while there may be a very small theoretical reduction in safety levels, in practice the risk is negligible given the minimal filling materials and typical usage of these products. Reducing the reliance on chemical flame retardants in items designed for babies and young children is also a major positive outcome.

For full guidance, visit the UK Government website or members are invited to contact the BPIA directly at julie@b-p-a.org or 0845 456 9570.

Redefining Stroller Innovation with World-Leading Technology

Tutis is more than a stroller manufacturer, it’s a family dedicated to shaping the safest, most advanced journey for every child. At the heart of its innovations lies a commitment to baby health and wellbeing, supported by world-class technology and future-focused design.

From ThermoCot technology, ensuring optimal comfort and climate control, to All-Road wheel engineering with a superior shock absorption system and seamless manoeuvrability, Tutis strollers are built to perform in real-life conditions, while protecting what matters most.

With ambitions to be recognised as the most high-tech stroller manufacturer globally, Tutis is setting new benchmarks for safety, comfort, and innovation. For UK retailers, Tutis offers not just a product line, but a family-driven philosophy, creating an environment where every child can thrive. For further information contact: info@bebelephant.com www.bebelephant.com

Innovation

ARkid’s Virtual Photo Studio Revolutionises Baby Product Content Creation

Content production for baby products has long been a bottleneck. Expensive photoshoots, lengthy turnaround times, and the constant demand for fresh social media content have challenged brands and retailers for years. ARkid’s Virtual Photo Studio is changing this reality by transforming how the industry creates visual content at scale.

Built on ARkid’s established 3D technology, the Virtual Photo Studio o ers two powerful rendering paths. The online rendering engine delivers catalogue-ready product shots in clean white backgrounds or fully branded environments. The AI rendering engine focuses on lifestyle scenes, placing pushchairs in sunny parks, car seats in modern SUVs, or cribs in cozy nurseries, all without the typical distortions that plague most generative AI product photography.

“We’re not just talking about static images dropped into any mass market AI software,” explains Stefan Eipeltauer. “Our rendering engines handle video content as well, from professional 360° turntable rotations to engaging 10-second AI-generated clips that are perfect for social media platforms.”

The impact is immediate and measurable. What previously required weeks of planning, coordination, shooting, and post-production can now be completed within hours. German-based brands such as Hauck and TFK already generate tailored content on demand. They can showcase minimalist Scandinavian nursery settings for Nordic markets, warmer family-focused scenes for Mediterranean audiences, or instantly switch from spring pastels to Christmas themes. Social media teams gain access to a steady ow of fresh assets, product managers can visualise pre-launch collections with accuracy, and performance marketing teams can A/B test multiple image types without waiting for costly photography cycles.

Beyond e ciency, the Virtual Photo Studio empowers creativity. Marketers and designers can experiment with new concepts that would previously have been too expensive or logistically complex to execute. Seasonal campaigns, limitededition launches, or cross-market adaptations can now be produced in days rather than months, ensuring brands remain agile and relevant in a fastmoving retail environment.

For an industry where visual storytelling strongly in uences purchase decisions, ARkid’s 3D and AR technology combined with AI is not just another tool. It is becoming a critical backbone of modern baby product visualisation, giving brands and retailers a competitive edge in both digital and physical sales channels.

Retail matters

This month The Nursery Store’s Managing Director, Christy Foster , shares her reflections on the busy autumn season. From the excitement of the upcoming Harrogate Fair to preparing for Black Friday and Christmas, she highlights the importance of strong partnerships, a growing team, and the shared commitment to delivering the very best for families.

As we fully bed into the autumn months here at The Nursery Store, there’s a certain buzz in the air. The leaves may be turning and the evenings drawing in, but for us this season is anything but sleepy. With Harrogate Fair just around the corner, Black Friday fast approaching, and Christmas on the horizon, the pace quickens and we couldn’t be more energised.

Harrogate has a special place in our calendar, not just because it’s an inspiring showcase, but because it gives us the chance to spend quality time with our brand partners. These partnerships are the heartbeat of The Nursery Store. Every brand we work with has its own identity, loyal following, and vision for supporting families. Our role is to amplify that: to create a platform where brands can shine, reach new audiences, and be presented in the very best way. When we work together, it’s not just about stocking products, it’s about building long-term relationships that benefit both the brand and the families we serve.

Just as we’re strengthening external partnerships, we’re also investing in the people behind the scenes who make everything run smoothly. I’m thrilled to introduce three brilliant team members who have recently joined us, each bringing expertise that will help us deliver even more for customers and brand partners.

First is Amna, our Senior Merchandise Manager. She’s already making her mark

managing our stock with a keen eye and ensuring every pram, cot, and baby essential finds its way into the right hands at the right time. Timing and availability are everything, and her expertise is invaluable.

Harrogate

has a special place in our calendar, not just because it’s an inspiring showcase, but because it gives us the chance to spend quality time with our brand partners

Next is Shauni, our Ecommerce Manager. The website is paramount to how we connect with families, and Shauni ensures it’s the best it can be. From the way products are presented to how smoothly the checkout runs, she makes every digital interaction seamless, supportive, and true to The Nursery Store experience.

And then there’s Claire, our Performance Marketing Specialist. She works behind the scenes to ensure that when parents are searching for solutions, The Nursery Store is right there waiting. Optimisation might not sound glamorous, but it’s the magic that helps families find us at just the right moment, whether they’re looking for the perfect pushchair or a thoughtful Christmas gift.

With such a talented team, we feel more ready than ever for the months ahead. Black Friday will be a whirlwind of excitement, offering families thoughtful solutions and exceptional products. And Christmas is the season that makes everything we do feel truly special, helping parents select gifts that will become part of their child’s first festive memories. It’s busy, but with this team, we can deliver the very best experience for both our customers and our valued brand partners.

As we head into the heart of autumn, I feel an enormous sense of gratitude for our dedicated team, trusted brand partners, and the families who choose The Nursery Store. There’s joy in seeing everyone come together: the creativity of the brands we work with, the passion of our staff, and the excitement of parents discovering products that make life easier and more magical. It’s this collaboration and shared commitment that makes our little corner of the nursery world so special. Here’s to a vibrant, busy, and joyful season ahead.

Managing Director, Christy Foster

Amna, Senior Merchandise Manager

Claire, performance marketing specialist

Shauni, Ecommerce Manager

12-14th October 2025

What a way to show!

The UK nursery industry’s biggest date on the calendar is fast approaching. From Sunday 12th to Tuesday 14th October 2025, the Harrogate International Nursery Fair returns to the Harrogate Convention Centre, bringing together the best of the sector for three lively days of innovation, networking and inspiration. Free to attend for those working in the nursery trade, the Fair is renowned as the UK’s leading nursery trade showcase for everything from prams and car seats to nursery furniture, feeding solutions, safety products, toys and accessories.

The show will ll Halls A, B, C and M, creating a vibrant marketplace where established global players stand shoulder to shoulder with exciting newcomers. For visitors, this means the chance to see tried-and-tested favourites alongside the very latest brands breaking into the market. Big names such as BabyStyle, Venicci, Clair de Lune, Joie, Nuna, Maxi-Cosi, Graco, Hauck, iCandy, VTech, CuddleCo, Cybex and Done by Deer to name a few, with the much-anticipated return of Silver Cross adding an extra buzz. At the same time, new exhibitors including Bababing!, Nora Baby, Membantu and Petit Wagon (among many more) are preparing to make their debut, bringing fresh thinking and clever products designed for modern family life.

It is this unique blend of heritage and innovation that gives Harrogate its reputation as a must-attend event. Exhibitors use the Fair not just to display their ranges but to launch brand-new products and demonstrate them in action. Hands-on experiences are a huge draw, giving retailers and buyers the chance to test functionality, compare features and gather direct feedback. For some companies, this is the moment they’ve been waiting for all year, with smaller edgling brands also keen to use Harrogate as their platform to shine.

“ ”The show will once ll Halls A, B, C and M, creating a vibrant marketplace where established global players stand shoulder to shoulder with exciting newcomers. For visitors, this means the chance to see tried-and-tested favourites alongside the very latest brands breaking into the market.

The enthusiasm from exhibitors re ects how central the event has become to the nursery trade. Andy Crane, Managing Director at BabyStyle, captures this perfectly: “Harrogate is the heartbeat of the nursery industry in the UK. It’s where retailers come not just to see the latest innovations, but to reconnect, share ideas, and set the tone for the year ahead.” That sense of connection and community runs through the Fair. Harrogate is as much about the conversations and relationships as it is about the products themselves. Lorretta Owen, Managing Director of independent retailer Jolly Tots, agrees: “Harrogate is such a great chance to catch up with everyone in the industry, especially those we usually only chat to over email or on the phone. It’s also the perfect place to see all the latest products, colours, and exciting new launches.”

For retailers, the show o ers a unique opportunity. Faruk Giray, UK Country Director

of ebebek, explains: “The chance to exchange ideas and experiences with peers in the industry is one of the unique values of Harrogate. It helps us understand not only what is trending but also the real challenges and opportunities that all industry players are facing.” This spirit of shared learning ensures the show isn’t just about commerce but also about shaping the future direction of the sector.

Cybex is also preparing for a major presence. General Manager Luke Burns highlights why Harrogate is a priority for them: “Harrogate Nursery Fair is a key event for our industry. It’s a valuable opportunity to connect with customers and showcase our latest ranges and products. The fair brings together the most trusted names in the sector, so it’s an important platform for CYBEX to be part of. It’s a great chance to strengthen relationships and reinforce our commitment to delivering products that combine safety, functionality, and design.”

Beyond the bustling stands and demonstrations, the Fair is also renowned for its after-hours atmosphere. Each year, networking continues into the evening, with exhibitors hosting informal gatherings where conversations ow and partnerships are cemented. In 2025, BabyStyle, Venicci and Cybex are all expected to play host to after-show events within the halls, o ering valuable opportunities to strengthen ties in a relaxed setting. These occasions often prove just as fruitful as the business conducted on the show oor, with many long-term relationships beginning over a drink and a chat.

For anyone involved in the nursery trade, the Harrogate International Nursery Fair remains unmissable. It is the only event in the UK where so many brands, products and industry gures come together in one place, and the ability to see, touch and compare items rst-hand makes it invaluable. Whether you are a retailer in search of your next bestseller, a supplier hoping to meet new partners, or simply someone who wants to stay at the forefront of the sector, Harrogate o ers the perfect platform.

The Fair’s magic lies in its mix: the established brands provide stability and reassurance, the newcomers inject excitement and new energy, and the conversations that happen along the way set the pace for the year to come. As October approaches, the anticipation is building, and once again Harrogate is ready to live up to its reputation as the beating heart of the nursery industry. www.nurseryfair.com

List of exhibitors

Harrogate International Nursery Fair

HALL A

Allison Baby: Nuna, Joie, Graco

Cybex

Dorel Juvenile: Maxi-Cosi

Ergobaby UK

Hauck

Muuvo

Nursery

Obaby

Organiser

PEG

Progressive

Regalo

Shnuggle A15

TouchFinder

HALL B

Baby

Beaba by Go10

BeSafe

Cheeky Rascals

HALL M

HALL C

Years of Alpha+

Celebrating half a century of hauck’s iconic Alpha+ high chair – a sustainable, safe, and versatile companion for families, from birth to adulthood.

For 50 years, the Alpha+ high chair by hauck has stood for trust, tradition, and innovation. Launched in 1975, it quickly became one of hauck’s most beloved products and remains a cornerstone of family life today.

What makes Alpha+ so special is its unique ability to grow with the child. Thanks to the adjustable seat and footrest, the chair adapts perfectly to every stage of life, from the rst spoonfuls to school years and beyond. With a weight capacity of up to 90 kg, Alpha+ is more than just a high chair – it is truly a high chair for life.

Safety has always been a top priority. The Alpha+ is built with a stable wooden construction and integrated oor gliders that make it tilt-resistant. Every chair comes with a 5-point harness and safety strap, ensuring elevated protection for little ones. The removable safety bar allows children to transition seamlessly from toddler stage to joining the family table independently.

Equally important is comfort. Families can complement Alpha+ with a wide range of accessories, from ergonomic cushions and seat reducers to trays for mealtimes or play. For the very youngest, the Alpha Bouncer attachment allows babies to be at eye level with their family from birth, creating precious bonding moments during daily routines.

Sustainability is also at the heart of Alpha+. Crafted from high-quality European beechwood sourced from FSC-certi ed forests, the chair re ects hauck’s commitment to ecological responsibility. Durable, easy to clean, and designed for long-term use, Alpha+ o ers a conscious alternative to short-lived furniture.

Over the decades, Alpha+ has become more than a product – it is part of family stories. Parents who once sat in it are now placing their own children in the same chair, creating a living legacy of trust across generations.

As hauck celebrates the Alpha+ 50th anniversary, they look back with pride and forward with excitement. The success of Alpha+ shows that true classics never go out of style: timeless in design, reliable in function, and built to last. For families around the world, Alpha+ will continue to turn everyday mealtimes into moments that matter – today, tomorrow, and for the next fty years.

Hip hip hooray!

For the highchair of a lifetime.

For half a centur y, the Alpha+ has been part of ever yday family life – timeless, reliable, and trus ted across generations. With its thoughtful form and enduring charac ter, it ’s more than a highchai r – it ’s a place where memories begin and ever yday life happens.

Long-lasting use

Grows with your child –from 6 months to adulthood.

Sustainable materials

Crafted from durable, FSC®-certi ed wood.

Flexible accessories

Smart add-ons for every stage of family life.

Contac t details for further information: info@hauckuk .com | www.hauck.d e/en

Award-winning product

The Alpha+ has received multiple noted industry awards.

… also available in many other colours.

Responsibility for tomorrow

Many of our products – including the Arketa, Alpha+, Beta+ highchairs and the learning tower – are made from FSC®-certi ed wood. This supports responsible forestry and contributes to protecting our environment.

Heritage and innovation under one roof

As the UK’s only trade event dedicated solely to the nursery sector, Harrogate International Nursery Fair is a must-attend for buyers and suppliers alike. We caught up with Show Organiser Adrian Sneyd to hear why this year’s October event promises to be brighter, and more inspiring than ever.

Adrian, as the UK’s only dedicated nursery trade event, what makes Harrogate International Nursery Fair such an unmissable date in the industry calendar?

Harrogate International Nursery Fair has a unique reputation as the UK’s only event solely dedicated to the nursery sector. For buyers, it’s the most e cient way to see the full breadth of the industry all in one place, from trusted household names to exciting new brands. Beyond the products, it’s a chance to meet suppliers face to face, build relationships, and gain rst-hand insight into the trends shaping the market for the year ahead. It’s not just a trade fair, it’s a business hub for the entire nursery community.

Visitors are always excited by the variety of nursery products on display. Can we look forward to a great mix of innovation, new product launches, established nursery brands, and new edgling companies this year within the halls?

Absolutely. One of the things that makes Harrogate so vibrant is the sheer diversity of exhibitors. This year’s show will once again bring together global brands, longstanding UK manufacturers, and innovative start-ups eager to make their mark. The Baby Products Industry Association (BPIA) is also hosting its 2025 Concept & Innovation Awards at the show, and it is great to see the support and encouragement the industry o ers to these budding start-ups.

Overall, buyers can expect to see a wealth of brandnew product launches, clever design innovations, and fresh concepts alongside tried-and-tested bestsellers. It’s the perfect blend of heritage and innovation under one roof.

Hands-on demonstrations are such a highlight of the fair. Will visitors again this year gain the opportunity to experience interactive demonstrations all under one roof?

Yes, demonstrations remain at the heart of the fair. There’s no substitute for being able to try products in person, whether that’s testing the functionality of a pushchair,

feeling the fabrics of a baby carrier, or watching a new piece of tech in action. Exhibitors really value the opportunity to showcase their products live, and buyers bene t from experiencing them rst hand, which is so important when making purchasing decisions.

Exclusive show-only o ers are always a big draw. Is the event a platform where exhibitors will be providing plenty of those again this year?

De nitely. Many exhibitors plan special promotions, exclusive bundles, or show-only incentives designed to reward visitors who attend in person. These o ers can provide excellent margins for retailers and are often one of the most valuable reasons for coming to Harrogate. It’s another way the show helps buyers get a head start on the season ahead.

After the show oor closes at the end of each day, are there any social or networking events planned where visitors and exhibitors can continue to connect?

Yes, networking is a big part of Harrogate. After a busy day on the show oor, there will be opportunities to relax and catch up in a more informal setting. These social events provide a fantastic chance to strengthen relationships, meet new contacts, and share experiences with peers from across the industry. It’s these conversations, outside the stands, that often lead to longterm partnerships.

We hear there are some exciting new exhibitors joining the fair this year. Can you share a little about the fresh faces and an example of some of the innovations they’ll be bringing?

We’re delighted to welcome a strong line-up of new exhibitors this year, from cutting-edge tech brands to eco-conscious start-ups. All in all, there are 19 new or returning (after a long period of not exhibiting) companies. For example, visitors will see exciting developments in sustainable materials, smart nursery solutions, and beautifully designed accessories from companies making their Harrogate debut. It’s this in ux of fresh talent that keeps the show dynamic and ensures

buyers always discover something new.

We’ve heard that there will be extended opening hours until 8pm this year. How do you see this helping visitors relax, network, and make the most of their time at the show?

The extended hours are totally optional. The actual shop oor will continue to close for business as normal at 5.30pm (4.00pm on the last day), but there are a handful of exhibitors who have speci cally requested the halls remain open to host drinks receptions. Some of these are open to all and some are invitation only. We will provide more information prior to the show.

We know buyers are busy, so keeping the halls open later means that everyone can enjoy networking without feeling rushed. It also adds a more sociable atmosphere in the evenings, perfect for connecting with exhibitors and colleagues in a more informal way.

Looking ahead to this October’s fair, what’s the one thing you’d say visitors absolutely can’t afford to miss?

The atmosphere! While the products and launches are, of course, a huge draw, it’s the buzz of being surrounded by the entire nursery sector that makes Harrogate so special. It’s the only place where the whole community comes together, and that energy, combined with the opportunity to discover the next big product for your business, is something you simply can’t replicate online.

Clair de Lune…. And Friends

Clair de Lune: Hall C, Stand: C13

This year the team behind Clair de Lune have acquired two classic brands that you know and love. Say Hello (again) to East Coast and Silvercloud

O the back of a successful year Clair de Lune has been growing with the acquisition of two well-loved brands, East Coast and Silvercloud. This year they’ll be showcasing some brand-new designs including an update on the classic Silvercloud Counting Sheep collection, and a new Space Saver Cot from East Coast furniture that you’ll be sure to love!

That’s not all that you can expect at their stand. Clair de Lune will be showcasing some best-selling favourites alongside newness that we can’t wait to see your reactions to.

Come and have a feel of their new Star Fleece Wraps perfect for cosying up to in the chillier months. Get ready for the festive season with their new gifting lines in perfect boxes ideal for shop displays.

Grab the Clair de Lune team for a brew and a natter while they show you all their new arrivals!

sales@clair-de-lune.co.uk

iCandy Showcases Iconic Style

iCandy:

Hall C, Stand: C1

iCandy brings timeless design and contemporary elegance to Harrogate Nursery Fair 2025, unveiling pushchairs and accessories where style, quality and sustainability meet modern parenting needs.

iCandy’s passion is to elevate the journey of parenthood through innovation, style, sustainability and the highest standards of quality. The award-winning, family-run business, established in 1933, is set to showcase its latest innovations and upcoming newness - pushing boundaries once

again with beautifully designed, forward-thinking pushchairs and nursery products.

Visitors can explore the exciting range at the Harrogate Nursery Fair 2025. sales@icandyuk.com | www.icandyworld.com

Hall B, Stand: B5

CuddleCo’s Growing

Year after year, CuddleCo’s presence at Harrogate International Nursery Fair has continued to grow - with bigger stands, bolder displays and more to explore. 2025 is set to be their most impressive collection yet, reflecting their expanding collections and commitment to inspiring both retailers and parents.

Harrogate will mark the unveiling of CuddleCo’s new branding.

CuddleCo’s rebrand marks an exciting new chapter, aligning the company’s identity with its growing product ranges and future ambitions. “ ”

At last year’s show, CuddleCo unveiled its nursery accessories range with imaginative displays featuring standing animals and Dutch and Country storage baskets. CuddleCo also introduced the Mini Clara Cot Bed, a playful twist on their bestselling classic, alongside the contempory Remi furniture collection.

So, what can visitors expect from CuddleCo this year?

New Nursery Furniture

CuddleCo is debuting two brand-new nursery furniture ranges at Harrogate. Both celebrate timeless design with a focus on craftsmanship, durability and larger-scale pieces. With spacious cots, sturdy dressers and elegant wardrobes, these collections bring a classic, premium feel to the nursery. Expanding CuddleCo’s portfolio, they provide retailers with more choice, while fitting seamlessly into traditional homes and standing the test of time.

Growing Up with CuddleCo

CuddleCo will also be unveiling an entirely new play and toddler furniture collection, launching

in the new year. The range is led by imaginative soft play and pop-up products, including tents, tunnels, playhouses and soft foam pieces that encourage creativity and motor skill development through active play. Alongside this, the collection features toddler furniture designed to grow with families, from beds and children’s chairs to desks and storage solutions. Every item has been created to be fun, functional and easy to maintain, while a muted, stylish colour palette ensures the products complement modern home interiors without sacrificing the magic of play. The collection will officially launch in spring/ summer 2026.

Textiles

Three brand-new textile collections will also launch at Harrogate. Each has been created to bring comfort, style and versatility to the nursery; with coordinating pieces ranging from bedding and quilts to changing mats and storage. Our Waffle range - a classic waffle weave in warm cashmere, soft, textured and timeless. As well as Ditsy Cherry - a playful cherry print on breathable muslin,

Collection

with a nostalgic, vintage feel. And finally, Cashmere Meadow - a calming floral print in soft neutrals, designed to layer beautifully with waffle textures. Visitors to the show will be among the first to preview these new collections.

A Fresh Look for CuddleCo Harrogate will also mark the unveiling of CuddleCo’s new branding. CuddleCo’s rebrand marks an exciting new chapter, aligning the company’s identity with its growing product ranges and future ambitions. Building on its strong heritage in the nursery industry, the refreshed brand elevates CuddleCo’s presence while staying true to its core values of quality, care and support for families. The new look reflects the brand’s evolution and its commitment to offering thoughtfully designed products that meet the needs of modern parents, helping retailers connect with today’s market more effectively.

Innovation from Doona

Alongside CuddleCo’s exciting new launches, the full Doona range will be on display - including the industry-leading Doona X, showcased through live demonstrations. Visitors can preview the latest AW25 colours for both Doona X and Liki Trike, as well as explore the Doona X Pack & Go Basket and Doona X Storage Basket. With refreshed colours across the range, Harrogate is the

CuddleCo is debuting two brandnew nursery furniture ranges at Harrogate. Both celebrate timeless design with a focus on craftsmanship, durability and larger-scale pieces. “ ”

ideal place to experience Doona’s cutting-edge products and discover why they continue to set the standard in innovative nursery solutions.

Wellness by Design with Inglesina CuddleCo is also proud to showcase Inglesina at Harrogate – a brand with over 60 years of expertise and a reputation for innovation. Guided by in-depth consumer insights and collaborations with neonatal health experts, Inglesina designs products with baby wellness at their core. From thoughtfully designed welcome pods and travel systems to newly introduced nursing pillows, Inglesina continues to set new standards in comfort and care. Visitors will have the chance to discover these extraordinary products first-hand on the CuddleCo stand.

With Harrogate just around the corner, CuddleCo is looking forward to welcoming returning customers and meeting plenty of new faces. This year’s showcase will highlight everything the team has been working on over the past 12 months, with a few surprises in store.

Visitors can find CuddleCo on Stand B5 (same location as last year). To make the most of the show, retailers are encouraged to contact their Account Manager to arrange a one-to-one appointment. sales@cuddleco.co.uk

Quality brands, expert supply

Hall B, Stand: B18

Discover top-tier nursery brands curated by Murrays at stand B18.

Murrays Health & Beauty will be showcasing its specialist nursery portfolio at the Harrogate International Nursery Fair on Stand B18, Hall B. With over 60 years of distribution expertise.

Murrays supplies retailers with trusted baby and family care brands designed to support parents and little ones. Visitors to the stand will have the opportunity to discover the latest developments in nursery care and explore how Murrays can deliver quality and value across their product o ering, making them a reliable choice for nursery and baby retailers.

www.murrayshealthandbeauty.com

Discover BIBS’ New Arrivals

Hall B, Stand: B9

Join BIBS at Harrogate to explore exciting new product launches and innovations across categories that parents and retailers already love.

BIBS, the iconic Danish baby brand since 1978, will showcase a wide range of new products and innovations at Harrogate Nursery Fair.

Known for stylish, safe, and thoughtfully designed essentials, BIBS continues to expand its portfolio with items that support modern families to make everyday a tiny bit easier.

Visitors can expect to see fresh product launches across feeding, soothing, and gifting, making BIBS a must-visit brand for retailers looking to refresh their o ering with high-quality and on-trend baby products.

Don’t miss the opportunity to connect with the team and explore what’s next from BIBS.

To book an appointment please email the below. bc@bibsworld.com www.bibsworld.com

i-Size extended harness booster seat 15 months and 76 cm to 150 cm (approx. 12 years)

Barking Mad

In this month’s Barking Mad, Pramland’s John Barker shares his latest adventures, from jetting o to Florida for some rollercoaster thrills to preparing for the muchanticipated 2025 International Nursery Fair in Harrogate. With insights into the newest trends, fresh product launches, and a few personal re ections along the way, John once again captures the energy and excitement of the nursery industry.

Hello everyone and welcome back to my corner of nursery today for another thrilling instalment of Barking Mad. You won’t believe this, but as mentioned last month I am once again on a plane typing up this month’s article. Instead of travelling for work I am actually o on holiday and I’m very much looking forward to it. Mrs B put me on a holiday ban last year as she decided she wanted a new kitchen, and anyone that has ever gone through the trauma of remodelling a kitchen will tell you it is stressful and very expensive.

Fast forward twelve months and I am sat here on Virgin ight VS315 heading to sunny Florida to get some thrills and spills at all the parks. I haven’t been to Orlando for a couple of years. Last time I went I was shocked to see how my rollercoaster mojo had started to leave me. I am hoping the fact that I am a couple of years older (and on the wrong side of 50 now) doesn’t mean I

will be screaming more than usual as I barrel roll here, there and everywhere.

I return on Tuesday 7th October just in time for a little trip over to Harrogate for the 2025 International Nursery Fair. I’m sure you are all booked in and ready to attend this year’s fair, no doubt with a diary lled with appointments, I know I have. The annual jaunt over to Harrogate is certainly a highlight of the year for me. I not only love the social side (obviously), but it is great to see all the brands, catch up on what’s going on, review the last twelve months and grab some bargains. I am a great believer in the old adage “you have to know where you’ve come from to know where you are going”. Getting the chance to sit down with a brand and look at the numbers you’ve managed to put down is a fabulous way to spend a meeting. It gives you the insight (and to be fair I would expect to have a fairly good idea of

“

The annual jaunt over to Harrogate is certainly a highlight of the year for me. I not only love the social side (obviously), but it is great to see all the brands, catch up on what’s going on, review the last twelve months and grab some bargains.

these numbers already) you need to make plans for growth. And growth is hugely important, especially as the market continues to contract.

For me this year I am very excited to see what some of my key brands have to o er and I am expecting the buzz to revolve around folding carrycots. With Oyster already teasing the Oyster Vee over in Cologne we all have an idea of what to expect, and from the rumours I’ve heard both Silver Cross and Venicci will be joining the party. These two brands have been doing great business with us

”

independents this year thanks to the fabulous Cove and Upline ranges. With the addition of folding carrycots, their already brilliant o erings are going to draw even more parents-tobe. However, I have a sneaky feeling the Oyster Vee will be a great success for BabyStyle too and I am hoping that once the RRP is revealed many of us retailers will see this as a real competitor in the market. I am guessing, from the very little information I have been able to pry out of BabyStyle Towers, that the Vee will give us that more a ordable fully

For me this year I am very excited to see what some of my key brands have to offer and I am expecting the buzz to revolve around folding carrycots.

featured option we have all been waiting for. Size and convenience are very important to parents-to-be, or at least they are to the parents of Hull, so folding carrycots with additional sleep safe ventilation tick a lot of boxes for me. Who knows, maybe Harrogate 2025 could be the year we see Oyster bundles upgraded with a rotating Oyster car seat. It is something customers want, especially those not wanting to spend more by upgrading to Maxi-Cosi or Cybex. I’ll be keeping all my ngers crossed for this one as I feel it will not only help the Vee but Oyster 4 too.

And how can I mention BabyStyle without saying something about the rather lovely Aston Martin Edition Egg. OMG! That green is perfect and many mums and dads are going to want to be seen pushing that around. The detailing looks so well done, I am really looking forward to seeing it in person. I am not 100% certain of what to expect from iCandy as I haven’t heard

”

any rumours or tip-o s, but I have a feeling they are going to be showing something new. Likewise, Maxi-Cosi have been very tight-lipped on what they’ll have on display. No doubt the Fame Cabin will be front and centre, but that was unveiled earlier in the year and Maxi-Cosi love to innovate. It is pretty certain they’ll have new car seats and I would not be at all surprised if they show more home equipment, especially given how popular the current range is in the market.

For those stockists of CuddleCo, their stand is looking so big I can imagine them handing out maps to visitors. It is so vast I am half expecting to see Frodo and Sam setting out from The Shire (stashed away behind a set of Clara) to throw the One Ring into Mount Doom. Their popular range of stunning nursery interiors looks set to expand given the room they have a orded it, as does the Inglesina range.

Cybex recently teased some exciting new products on the horizon (when

have you ever known Cybex to stay still for long) and the UK team told me at the recent Open House event they are hoping to have samples for the Harrogate Show. I mentioned them a couple of issues ago but wanted to give them another shout out. If you don’t already stock BabaBing! I can wholeheartedly recommend them. They o er some fabulous products such as the Ra Mk2 and their all-inclusive bundles have been a hit in the store since they launched a few years ago. A great product designed by

a cracking bunch of people with a real focus on o ering good margins and excellent support for us indies.

It is a shame that the halls will be missing a few brands, namely Mamas & Papas, Bebecar and UppaBaby (all regulars for many years), but with so many new additions Harrogate 2025 will certainly have lots of newness for us all to discover. So until next time, stay safe and if you are heading to Harrogate have a good journey and I will see you there (in Christie’s most likely, cheers!).

Warming up

Cheeky Rascals: Hall B, Stand: B1

Launching with two new innovations this September, Cheeky Rascals is thrilled to introduce the game changing SuperFast Portable Bottle Warmer and SuperFast Steriliser Dryer from Baby Brezza.

For fast, safe and mess-free warming, the SuperFast Portable Bottle Warmer o ers parents an easy solution to feeding on the go, warming in just 3 minutes (67% faster than other portable bottle warmers) uniquely, it can warm up to 8 bottles per charge.

Keeping the cleaning speedy too, the new Superfast Steriliser Dryer o ers parents the fastest way to sterilise and dry bottles, breast pump parts, dummies and accessories. Sterilising and drying in as little as 10 minutes, it also boasts a large capacity that holds 6 bottles- a must-have for busy parents.

sales@cheekyrascals.co.uk www.cheekyrascals.co.uk

New launches with Joie

Joie: Hall A, Stand: A9

The Harrogate show will be the perfect opportunity to see some of the exciting new pieces from Joie

Most notably will be the arrival of new pushchair, mydrift. With its 360-degree rotating wheels, this easy-to-handle ride will make navigating the obstacles of parenting life a breeze.

Joie is also set to launch a new lightweight, compact 4in1 pushchair as well as a compact highchair, so be sure to pay the stand a visit for a rst look of what’s to come.

uksales@joiebaby.com www.joiebaby.com

Babymore new 2026 collection

Babymore blends innovative design with practical functionality, o ering parents stylish, reliable, and highquality nursery products that ensure comfort and safety for their little ones, every step of the way

Babymore is delighted to be back at the Harrogate Nursery Fair with an impressive collection of brand new products, as well as on trend colours for their timeless favourites. Known for its commitment to combining style, practicality, and design excellence, their latest releases are no exception.

Stay Competitive with Innovative Nursery Furniture

Well respected for its nursery furniture, Babymore will be showcasing brand new collections at the Harrogate fair. An exciting new premium range will be launched, pushing the boundaries of nursery style while staying true to Babymore’s hallmark of safety, durability, and versatility. Think timeless design blended with modern elegance - perfect for nurseries that are just as much about fashion as they are functionality.

Cot bed options are being extended into complete, co-ordinated room sets, ideal for those who want a cohesive, stylish nursery without having to piece everything together. O ering functional, adjustable design that grows with your child and featuring sleek lines and soft shades to add a touch of calm to any nursery.

The Babymore nursery rocking chairs have been best-sellers for many retailers, and

The world of prams and strollers has evolved hugely over the last few years, parents are prioritising style and a ordability - they want travel systems that combine style without compromising on safety. And Babymore is ready to meet that demand head-on with an exciting revamp of its travel collections.

you won’t want to miss the stylish yet a ordable expansion to their nursery line-upthe latest nursing chairs that o er ultimate comfort at an a ordable price. Sumptuous new fabrics blending soft neutral hues with both contemporary and classic designs, all to be revealed at the Harrogate show.

Building on the widespread popularity of the Air Motion Gliding Crib, Babymore is expanding its co-sleeping solutions. Thoughtfully designed to keep baby close while ensuring a safe and separate sleep space, this new bedside sleeper combines stylish design with all the features needed for night-time feeds, bonding, and peace of mind.

Capture the Market with the Latest Prams and Strollers

head-on with an exciting revamp of its travel collections, bringing in sleek new designs, must-have features, and lightweight frames - all developed with the fast-paced, styleconscious lives of today’s families in mind.

The updated travel range re ects the latest in uences - think soft neutrals, muted greens, and warm earth tones. These enhancements not only align with contemporary colours and designs but also help retailers meet the growing demand for products that blend function with style.

In a market crowded with options, Babymore continues to carve out its space with a new collection of i-Size car seats that deliver uncompromising safety, comfort, and a ordability. The brand’s latest o ering covers every stage of a child’s developmentfrom newborn carriers to toddler seats and all-stage models, each thoughtfully designed to meet the needs of modern families. Expect bold designs, trusted performance, and the signature Babymore quality parents know and love.

In an ever-changing retail landscape, staying ahead is key to your success. By featuring Babymore’s new nursery furniture, prams and travel systems in your store, you cater to the ever-evolving needs and desires of modern parents who need quality products at a price they can a ord, and with margins to make you smile.

HALL B, STAND:

Email michaela@babymore.co.uk to make an appointment. www.babymore.co.uk

Harrogate: Inspiration, Innovation, Connections

Nursery Today caught up with Jolly Tots Managing Director, Lorretta Owen , ahead of Harrogate to talk about why the show is such a key date in the calendar. From discovering exciting product launches to strengthening supplier relationships and soaking up the buzz of networking, Lorretta shares why this event is invaluable for her business as an independent nursery retailer.

What makes Harrogate Nursery Fair a must-attend event for you as a retailer?

Harrogate is such a great chance to catch up with everyone in the industry, especially those we usually only chat to over email or on the phone. It’s also the perfect place to see all the latest products, colours, and exciting new launches.

We love the buzz at Harrogate – and it de nitely doesn’t stop when the show ends! The excitement carries on for days, with everyone who attended sharing sneak peeks of the newest designs, models, and colourways with the team back in the shops.

We’re always so excited to see what’s coming next and can’t wait to get the new pieces out on the shop floor!

How valuable is it to experience products rst-hand, gaining demonstrations and testing product quality in person before deciding what to stock?

Checking out products in person before deciding what to stock is

super valuable. It gives you a real feel for the quality - how it looks, feels, and functions which is hard to judge from just pictures or online descriptions.

You also get to see things from your customers’ point of view. If you can test it and say, “Yeah, this actually works great,” you’ll be much more con dent recommending it. Plus, you can spot any issues early on and avoid stocking something that might lead to returns or complaints later.

Are you mainly attending to discover new product launches and innovation, or to strengthen relationships with existing suppliers, or a bit of both?

A bit of both, really.

It’s always exciting to see new product launches and innovations, it helps keep things fresh and gives a sense of where the market is headed. But at the same time, it’s just as important to catch up with existing suppliers, strengthen those relationships, and have real conversations that aren’t just over email.

Networking with like-minded people isn’t just nice—it’s genuinely helpful for staying sharp and growing your business. “ ”

So it’s a mix: discovering what’s new while also building on what’s already working.

How important is the opportunity to network with like-minded retailers and share experiences within the nursery industry?

Connecting with other retailers in the nursery industry gives you a chance to swap ideas, share challenges, and learn from each other’s experiences. Whether it’s about what products are

selling well, how people are handling supply issues, or even tips on customer service - it’s all valuable.

Sometimes just knowing that others are facing the same challenges (and how they’re dealing with them) can be a huge help. Plus, building those connections can lead to future collaborations or support down the line.

So yes, networking with like-minded people isn’t just nice, it’s genuinely helpful for staying sharp and growing your business.

Is there a particular brand, product category, or trend you’re especially excited to explore at this year’s show?

We’re looking to extend our baby carrier range, so we’re open to new brands and designs. We’re also keen to nd a wider variety of buggy boards.

How do events like Harrogate in uence your buying decisions compared to trade catalogues, reps’ visits, or online research?

The drink helps … haha! But

seriously, events like Harrogate have a big influence on our buying decisions. Being able to see and touch products in person, chat face-to-face with suppliers, and spot new trends all in one place is something you just can’t replicate with a catalogue or online. It gives a real sense of what’s coming next and what’s exciting in the industry.

While we do use trade catalogues, reps’ visits, and online research throughout the year, Harrogate gives us the chance to compare products side by side, ask questions on the spot, and sometimes even negotiate deals there and then. Plus, there’s something about seeing the products in context - how they’re merchandised, the quality, the finishes, that really helps with decision-making.

It also helps build relationships with suppliers, both new and existing, which makes follow-up conversations and orders much easier down the line.

What do you hope to take away from your visit, for example fresh inspiration, new partnerships, or perhaps exclusive show-only deals?

From my visit, I hope to gain fresh inspiration, explore potential new partnerships, and take advantage of any exclusive show-only deals that

could benefit my business. Events like this are a great opportunity to stay ahead of trends, connect with innovative minds in the industry, and discover products or services that can add real value.

Will you be attending any after-show events that take place within the halls of Harrogate? Do these provide a great way of winding down and networking at the end of the day?

We love an after-show party, who doesn’t? We look forward to attending any we’re invited to. They provide a great, relaxed atmosphere and a way to connect with everyone on an informal level.

For retailers considering attending in the future, what would you say are the biggest benefits of being at Harrogate in person?

If you’re thinking about going to Harrogate, the biggest benefit is definitely getting to see and try products in person, it makes all the difference, especially with nursery products. Plus, you can chat directly with suppliers, grab some exclusive deals, and get a feel for what’s trending right now. It’s also a great way to meet other retailers and pick up fresh ideas for your store.

Seeing and testing products in person makes all the difference, you just can’t get that from a catalogue or online. “ ”

Shaping the future of parenting

CYBEX: HALL A, STAND: A3

CYBEX will once again be returning to Harrogate this year to showcase an award-winning range of car seats, pushchairs, carriers, and highchairs. Visitors to the stand will be able to explore the latest launches alongside established favourites and discover why CYBEX continues to lead the way in design, safety, and innovation.

Firm favourites such as the CYBEX Priam and Cloud T i-Size car seat will of course be showcased at Harrogate this year. Recently, CYBEX launched new Platinum bundle o erings which sees combining multiple items together to create a full bundle. The 10-piece bundle includes the Priam, Carry cot, seat unit, Cloud T 180° ergonomic lie at car seat and multiple accessories. We know consumers in the UK like to purchase their pushchairs in a bundle to create a one-stop shop, and that’s exactly what this bundle is all

about – everything you need from day one.

To see all this and more, visit the CYBEX stand at the Harrogate International Nursery Fair from Sunday 12th – Tuesday 14th October. You can nd them in HALL A – STAND A3. Be sure to contact your Sales Rep to book an appointment. www.cybex-online.com

Discover Done by Deer

Done by Deer: HALL B, STAND: B7

Visit Done by Deer at Stand B7 during the Harrogate Nursery Fair to explore new collections and see what’s coming for SS26 and Christmas.

Done by Deer invites buyers and industry partners to Stand B7 at this year’s Harrogate Nursery Fair, held from October 12–14, 2025. Visitors can preview a range of new launches across toys, dinnerware, and on-the-go essentials— plus enjoy a sneak peek at the SS26 collection and festive highlights from the upcoming Christmas range.

Known for blending Scandinavian design with child development insights, Done by Deer continues to create products that support daily routines and strengthen emotional bonds through its signature Deer friends universe. Whether you’re looking to expand your assortment or nd unique gifting solutions, the Done by Deer team will be on hand to guide you through the latest designs and discuss collaboration opportunities.

For more information contact Gwen Peacock on the below.

gwen@donebydeer.com www.donebydeer.com

Growing Together with Chicco

From cribs to toys, Chicco presents an inspiring showcase at Harrogate Nursery Fair, highlighting innovative solutions designed to support families through every stage of childhood.

Chicco is proud to return to Harrogate Nursery Fair with a stand that celebrates its breadth of expertise and new innovations. Visitors will nd the Chicco team at Hall M, Stand M5, where a carefully curated selection of products will demonstrate why the brand remains a global leader in innovation, safety, and design.

This year, Chicco will unveil several exciting launches and the Baby Hug 4-in-1 Armonia is a clear standout. With its ability to transition seamlessly from a cosy crib to a recliner, to a highchair, to a rst chair in a few simple moves, it has made it one of the most versatile products on the market. Also debuting is the Zen Wave Rocker, which combines a gentle baby-led soothing motion with a sleek, contemporary look that suits the modern home. The brand new Mommy Pod 4-in-1 o ers babies a soft, comforting place to lounge and play under supervision. Whether it’s cuddles, tummy time, or just a

quiet moment together, it’s designed to support those special everyday routines.

Seating innovation continues with the Meraviglia and 3-In-1 Zest Folding Highchair, the versatile Bento chair, and the Meraviglia Evolutive Learning Tower 4-in-1. From encouraging hands-on exploration to transforming into a table, stool, or step stool, the Learning Tower is not just a product, but a partner in discovery, creativity, and family connection. Chicco will also introduce two new baby bouncers the Mia and the Magia, both with minimalist design and various colour options to t perfectly into any home.

Alongside its exciting new launches, Chicco will also feature its much-loved best sellers. The Next2Me range of bedside cribs allows babies to stay close to their parents, providing a safe and comfortable night’s sleep. A selection of perfectly tted crib sheets and mattress protectors are also available to complete this iconic sleep solution.

Chicco’s expertise extends far beyond furniture. The stand will also feature a wide range of nursing and weaning essentials, including solutions to support feeding and oral hygiene, alongside practical seasonal items such as suncare, mosquito repellents, aftercare, and sunglasses. These products will sit alongside the trusted Baby Moments skincare collection, designed with gentle formulations for delicate skin, and the vibrant Chicco POP, a cosmetic range dedicated to Kids & Tweens to make bath time enjoyable and fun.

Play is an integral part of Chicco’s world, and at Harrogate, the brand will present a selection of new toys alongside established favourites such as the Chicco Ducati Balance Bike +, an exclusive balance bike designed to help children aged 2 to 5 years develop con dence and coordination while having fun. From early learning to imaginative play, Chicco toys are designed not only to entertain, but to nurture children’s development, curiosity, and creativity. This commitment to play highlights the brand’s holistic

approach, ensuring that children’s emotional, physical, and cognitive needs are considered at every stage. What truly sets Chicco apart, however, is the philosophy behind the brand. Chicco is the only brand in the world capable of providing complete solutions that accompany families through every phase of their child’s growth. The Chicco brand represents the commitment of a company whose comprehensive expertise in the baby care sector (excluding food) and vast range of products and services mean it can meet even the smallest needs. Chicco products are the result of continuous dedicated research and development that innovates through direct dialogue with families, careful observation of children, the work of the Chicco Research Centre and constant collaboration with experts and the medical and scienti c world.

By bringing together cribs, rockers, highchairs, skincare, feeding solutions, and toys, all under one trusted name, Chicco demonstrates the strength and scope of its o ering. Every product on show at Harrogate re ects the brand’s understanding that parenting is a journey lled with both big milestones and small everyday moments, all of which deserve thoughtful, reliable support.

Retailers and industry partners are warmly invited to visit Hall M, Stand M5 to discover how Chicco continues to inspire modern parents and set the pace for innovation across the nursery sector.

TEL: 0333 220 6070

sales@rkwltd.com

Design. Function. Family Spirit

From playful prints to cozy baby essentials and bold family bags: LÄSSIG introduces inspiring new products that make everyday family life easier, smarter, and more stylish.

At the Harrogate International Nursery Fair 2025, LÄSSIG once again proves why it is a trusted partner for parents worldwide. With sustainability at the core and design that balances fashion with function, the German lifestyle brand unveils a broad range of new collections across its family, baby and kids’ segments.

Three highlights not to miss:

• Tiny Team: Sporty & Playful

LÄSSIG’s Tiny Team brings energy into everyday life with sporty, dynamic prints and cheerful gures that encourage movement and creativity. The collection expands with practical bib sets, swaddles, snack and wet bags, as well as sustainable dishware made from biocomposite or silicone. Designed for curious little explorers, Tiny Team combines child-friendly designs with durable, safe and easy-to-clean materials. Parents will love how the products make mealtimes, play and on-the-go moments more joyful and stress-free.

• Cozy Beginnings: Gentle First Moments

For the very rst months with a newborn, LÄSSIG presents Cozy Beginnings – a collection shaped by soft fabrics, calming colors and loving details. Highlights include organic cotton sleeping bags, knitted blankets and comforters, as well as musical toys and practical storage baskets. Every product is thoughtfully designed to create a warm, secure and stylish environment for babies, while o ering parents the quality and sustainability they value. From GOTS-certi ed muslins to timeless knitted bears, Cozy Beginnings re ects the emotional side of family life.

• New FAMILY Collection: Bold Statements for Parents

Parents deserve accessories that are as functional as they are stylish. LÄSSIG’s new FAMILY Collection introduces bags with statement character: colorful, versatile and ready for every adventure. Among the key novelties are the Lunua Bum Bag Up with smart strap adjustment, the Minoa Backpack with laptop compartment and detachable pendants, and the Yula Weekender – perfect as a hospital bag, twin bag or weekender for longer trips. Crafted from recycled materials and nished with signature details such as wave textures, crinkled nylon and golden LÄSSIG logos, these

bags embody modern family life: practical, durable, and full of personality. Together, these collections underline LÄSSIG’s mission: to support families in every life stage with products that are sustainable, functional and inspiring. Whether it’s a playful bib for a toddler, a cozy blanket for a newborn or a statement bag for parents, each design carries the LÄSSIG spirit – innovative, environmentally responsible, and made to last.

Visitors to the Harrogate Show are invited to discover these novelties rst-hand and experience how LÄSSIG continues to set new standards in family lifestyle products.

Contact Leigh Newton on the below for further information. Lassig-UKSales@nsauk.com www.laessig-fashion.com

Innovation, luxury, and a traditional

As one of the most anticipated dates in the nursery industry calendar, Harrogate International Nursery Fair is where BabyStyle shines brightest. We caught up with Managing Director Andy Crane to talk about the brand’s landmark collaboration with Aston Martin, what visitors can expect at this year’s show, and why building relationships is just as important as unveiling the latest products.

Harrogate is always a big date in the BabyStyle calendar – what makes this show so important for you and your retail partners?

Harrogate is the heartbeat of the nursery industry in the UK. It’s where retailers come not just to see the latest innovations, but to reconnect, share ideas, and set the tone for the year ahead. For us, it’s an invaluable opportunity to spend quality time with our retail partners, listen to their feedback, and show them the direction BabyStyle is heading. It has always been about building relationships as much as showcasing product.

The collaboration between BabyStyle, Aston Martin and the egg brand has generated a lot of excitement. Can you tell us more about this partnership and why it’s such a landmark moment?

This is a very special project for us. egg has become synonymous with luxury and innovation in the nursery sector, and partnering with Aston Martin – a name that embodies British craftsmanship and prestige – felt like a natural progression. It’s a coming together of

The Aston Martin egg3 is a headline moment, but it’s not the only new development.

We’ll be revealing updates across several of our ranges, including the groundbreaking Oyster Vee, the egg Sky, and the eggX, alongside other exciting additions to both egg and Oyster.

two brands that share the same DNA: attention to detail, timeless design, and a passion for excellence. We truly see this as a landmark collaboration that elevates what’s possible in our industry.

Will the Aston Martin x egg collaboration be taking centre stage on your stand this year, and how do you plan to showcase it to visitors?

Absolutely. It will have its own dedicated stand (Hall M, Stand: M7), giving the collaboration the spotlight it deserves. Visitors will be able to see the products up close, discover the ner details, and enjoy a few surprises we’ve planned especially for Harrogate. It’s all about creating a space that captures the excitement and exclusivity of this launch.

Beyond the big collaboration launch, are there any other new products or ranges BabyStyle will be unveiling at Harrogate? Yes, the Aston Martin egg3 is a headline moment, but it’s not the only new development. We’ll be revealing updates across several of our ranges, including the ground-

breaking Oyster Vee, the egg Sky, and the eggX, alongside other exciting additions to both egg and Oyster. Our focus is always on evolving the portfolio in a way that gives our retailers fresh opportunities and keeps parents excited about what’s coming next.

BabyStyle is known for creating an engaging visitor experience. Can you give us a sense of what retailers will discover when they step onto your stand?

We always want our stand to feel inviting and inspiring. Retailers can expect a mix of immersive product displays, comfortable spaces to talk business, and of course, a few surprises along the way. Our aim is to make the experience memorable – not just another trade stand, but a space that re ects the creativity and energy behind the BabyStyle brand.

Your gin bar has become something of a legend at Harrogate over the years! Can visitors expect it to make a return this year?

Let’s just say, it wouldn’t feel like Harrogate without it! The gin bar has become part of the

For us, it’s about strengthening the community, celebrating what we’ve collectively achieved, and setting our sights on the future together. It’s this spirit of connection that makes the event so valuable.

touch

BabyStyle tradition – a place to relax, catch up with friends old and new, and enjoy the social side of the show. Visitors can absolutely expect it to return this year.

Harrogate is also about building community and relationships. How do you see the event helping BabyStyle connect not only with retailers but with the wider nursery industry?

Harrogate brings the entire industry under one roof – from manufacturers and suppliers to retailers and media. It creates a unique space for collaboration and idea-sharing. For us, it’s about strengthening the community, celebrating what we’ve collectively achieved, and setting our sights on the future together. It’s this spirit of connection that makes the event so valuable.

What do you hope retailers will take away from meeting with BabyStyle at this year’s fair – whether that’s product inspiration, new partnerships, or a bit of fun along the way?

All of the above! We want retailers to leave feeling inspired by what they’ve seen, excited about the opportunities ahead, and confident in BabyStyle’s commitment to supporting their business. And of course, if they’ve had a bit of fun with us along the way – whether that’s enjoying the gin bar or just catching up in person – then we’ve done our job right.

www.babystyle.co.uk

Nora Baby debuts at Harrogate

Nora Baby: Hall M, Stand: M8

Nora Baby is delighted to make their very rst show debut with the launch of two outstanding brands!

JoviKids delivers stylish, a ordable travel solutions with a growing range of strollers, car seats, and accessories designed to make family life easier. Alongside, they are proud to present Welldon, introducing Europe’s rst fully electronic car seats – setting new standards in safety, comfort, and innovation.

This double launch represents a major milestone for Nora Baby as we bring together technology, practicality, and style. Join us to experience the future of family travel in Hall M, Stand 8. michael@norababyuk.com

Venicci to showcase latest product launches

Venicci: Hall M, Stand: M2

Harrogate is just around the corner! The Venicci team, as always, is excited to welcome all visitors to stand M2 in Hall M.

This year, Venicci will be showcasing last year’s bestsellers alongside its latest product launches, lled with unique innovations that help make the journey of parenthood feel a little less overwhelming.

As tradition goes, on Monday Venicci will also be hosting its popular after-party, featuring an exclusive prize draw. Every Venicci stockist who visits the stand on Sunday or Monday will be entered for the chance to win some truly impressive prizes, including a trip to Venicci HQ and many more surprises.

Venicci looks forward to seeing you there! www.venicci.co.uk

for you and your baby, since 1943

We would love to invite you to visit our stand at Harrogate International Nursery Fair 2025, where we will be showcasing our newly launched products, as well as much loved bestsellers. If you’d like to book in an appointment with us, please get in touch sales@clair-de-lune.co.uk Or simply tur n up on the day - you can ﬁnd us at Hall C, stand number 13

SUNDAY 12TH - TUESDAY 14TH OCTOBER 2025

East Coast has been suppor ting families for over 60 years with practical, thought fully designed nurser y furniture and baby essentials. Now part of the Clair de Lune family, the brand continues to offer trusted qualit y and timeless st yle for modern family life.

Discover the Latest Innovations from VOKSI

Besafe: Hall B, Stand: B8

Scandinavian brand VOKSI is unveiling two exciting innovations at Harrogate Nursery Fair: the Voksi Carry Me and the Voksi Huddle.

The Voksi Carry Me is designed for newborns up to 6 months (max. 9kg), o ering a safe, snug and versatile space for your baby. Foldable and portable, it provides protection, warmth and comfort, perfect for naps, rest and play both at home and on the go. Fitting neatly into any pram, Carry Me ensures smooth transitions from outdoor strolls to indoor moments. All materials are OEKO-TEX Standard 100, class 1 certi ed, guaranteeing they are free from harmful chemicals.

The BRAND NEW Voksi Huddle Baby Carrier takes babywearing to the next level with its jacket-like design. Simply zip on from the front, place your baby inside, and adjust with ease – no twisting, ddling or dangling straps. Seamless removal means you can lift out your baby without disturbance, even when asleep. Suitable from newborn with no extra inserts, Huddle supports inward and outward carry as your baby grows. AGR certi ed for healthy backs and winner of the Red Dot Award: Design Concept 2025, it combines ergonomic comfort with smart design.

Discover both along with newness from BeSafe on the BeSafe Stand - Hall B, Stand B8. www.besafe.com

Roma Prams: Hall C, Stand: C16

The Roma Moon eet blends sustainable innovation, heritage-inspired design, and modern practicality.

Made from fabrics recycled from plastic bottles, with a vegan leather handle and bumper bar derived from co ee beans, it o ers an ecoconscious alternative without compromising style.

A collaboration with the Royal Horticultural Society adds embroidered designs inspired by Gertrude Jekyll and the RHS Lindley Collections.

Practical and elegant, the Moon eet features a one-piece chassis, ip-over handle with intelligent brake, reclining carrycot, lie- at seat, and a simple compact fold. Delivering luxury, sustainability, and convenience for modern families. hello@romaprams.co.uk www.romaprams.co.uk

Hauck: Hall A, Stand:

Hauck Showcases Heritage and Innovation

At Harrogate International Nursery Fair, Hauck’s Head of Sales, Helen Robinson, explains how the brand’s rich heritage, exciting new product launches, and focus on retailer relationships continue to strengthen its presence in the UK nursery market.

Hauck has such a long heritage in the nursery sector. How does exhibiting at Harrogate help you share that story with today’s retailers?

Yes, the brand has been in the UK for longer than people realise! In fact, this year one of our best-loved products, the Alpha+ Highchair, celebrates its 50th anniversary. Harrogate absolutely helps us convey the journey the brand has been on over many years in the UK and the evolution of our product offer.

For buyers visiting the show, what difference does it make to see Hauck’s products demonstrated and tested in person?

There is no substitute for seeing a product in real life. Buyers make quick decisions about products when they can touch, feel, and interact with them.

Will Hauck be introducing any new ranges or standout innovations at Harrogate this year that retailers should look out for?

We’ll be showcasing our newest products launched at Kind + Jugend, including the Innovation Award-winning Lite N Care Stroller, which we are very proud of.

Harrogate is often described as more than just a trade fair. How does Hauck see it as a place to strengthen partnerships and meet likeminded people in the industry?

Everyone loves the Harrogate Show and it is such a fantastic opportunity to meet everyone in person, whether it’s retail buyers or industry colleagues.

What’s the key takeaway you’d like retailers to leave with after visiting the Hauck stand at this year’s event?

We would love retailers who perhaps have not dealt with us in recent years to be surprised and delighted by our multi award-winning products!

“ ”We’ll be showcasing our newest products launched at Kind + Jugend, including the Innovation Award-winning Lite N Care Stroller, which we are very proud of.

Clarity, connection, peace of mind

Cheeky Rascals/Owlet: Hall

B, Stand: B1

Owlet, the pioneer of smart infant monitoring, is thrilled to announce the launch of its new HD video baby monitor, Dream Sight, and nextgeneration Dream Duo, designed to provide clarity, connection, and peace of mind from day one.

Dream Sight provides smart HD video monitoring for con dence in every moment. O ering premium features at a lower price, Dream Sight is equipped with 2K HD resolution, motion, sound, and cry detection to alert parents when Baby needs attention.

The New Dream Duo o ers the ultimate all-in-one monitor by pairing the Dream Sock, which tracks Baby’s oxygen level, pulse rate, and sleep trends with hospital-grade accuracy, with Dream Sight for complete visibility day or night. www.cheekyrascals.co.uk

CuddleCo returns to Harrogate with its most

exciting showcase to date

CuddleCo: Hall B, Stand: B5

CuddleCo unveils its new furniture ranges, debuts its move into textiles and soft goods, and shares a sneak peak of their upcoming toddler and soft play collections, set to launch in 2026.

CuddleCo understands the pressures of modern parenthood, which is why the brand designs thoughtful, multi-functional products that are built to last and grow with a baby, supporting families both before and after birth.

Visit their stand for an exclusive rst look at what’s to come as CuddleCo enters a new, exciting chapter with refreshed branding to re ect its new and growing product ranges. Contact the sales team on the below to make an appointment or simply pop by the stand where one of the team will be happy to show you the newest products. sales@cuddleco.co.uk www.cuddleco.co.uk

Rockit will be touching down in Harrogate

Cheeky Rascals/Rockit: Hall B, Stand: B1

Fresh from being approved by The Good Housekeeping Institute for a second consecutive year and picking up 2 Gold Junior Design Awards, Rockit will be at Harrogate once again this year.

Matt Dyson, Rockit co-founder said “We launched Rockit at Harrogate back in 2017 and it has been an incredible journey for the brand since then. I have to pinch myself as the Rockit Rocker was originally invented by my brother-in-law and co-founder Dr. Nick Webb for his daughter. Little did we know back then that it would be such a global success. We would like to thank our distributors, retailers and customers for their amazing support over the years”.

The must-have stroller rocker has sold over 800,000 units helping worn out parents all over the planet. It will be joined by Zed, the little astronaut that soothes babies to sleep in their cribs or cots, as well as Wooshh the small but mighty sound soother. Pop and see the full range of Rockit’s award-winning sleep aids on the Cheeky Rascals stand - Hall B Stand B1 www.rockitrocker.com

Safey check with Folk & Thread

Folk & Thread: Hall C, Stand: C17

Folk & Thread to unveil Safety Check Donation Programme with Baby Basics UK at Harrogate

At Folk & Thread, they believe every baby should sleep safely, no matter their family’s circumstances. Through The Lullaby Trust’s Bedding Bundles Project, Folk & Thread donated over 1,200 baby sleep products last year, but the need continues to grow.

That’s why they’re launching a unique Safety Check Donation Programme with Baby Basics UK, the country’s largest baby bank network. Debuting on the Folk & Thread website in September and to be showcased to the trade at Harrogate this October, the initiative extends to independent retailers, helping them to support local baby banks, reduce land ll by giving sleep bags a second life, and incentivise customers to donate by rewarding their generosity with Folk & Thread bene ts.

TEL: 07866 628840

info@bebelephant.com www.folkandthread.co.uk

Potty

training on the move

Cheeky Rascals/Potette: Hall B, Stand: B1

Ideal for potty training on the move, the totally ingenious Fold’N’Go Potty from Potette uniquely folds completely at, to just 1cm width.

Unlike anything else on the market, the Fold’N’Go Potty is lightweight and space saving, simply popping up ready for use whenever needed, making potty training on the go easier than ever before.

Compact and hygienic, the Potette Fold’N’Go Potty can be kept discreetly in a

Smart folding car seat

Cozy N Safe: Hall M, Stand: M15

changing bag, buggy basket or car for total convenience (and to be prepped for any emergencies!).

www.cheekyrascals.co.uk

Cozy N Safe Cygnus i-Size is a unique folding technology Car Seat. One seat for 10 years of growth. Zero compromise. i-Size certi ed with ISOFIX, Top Tether & side impact protection for complete peace of mind.

Meet the Cozy N Safe Cygnus i-Size, the premium all-in-one car seat that grows with a child from 76–150cm (approx. 15 months to 12 years). Certi ed to the latest i-Size (ECE R129) standard with ISOFIX, Top Tether, and side impact protection, it guarantees maximum safety on every journey. Its standout feature is the unique folding technology, the entire seat folds compactly into its base, making it the perfect travel companion for storage, transport, and family adventures both at home and away.

With adjustable headrest, recline options, padded comfort, and washable covers, Cygnus delivers over 10 years of e ortless protection.

TEL: 01902 49 49 05

enq@cozynsafe.com

Side impact protection Deep padding

5 point harness

Newborn insert included 40-75cm (Birth- 15months approx.)

4 recline positions

Cybex: Hall A, Stand: A3

Style meets safety

Ahead of this year’s Harrogate Nursery Fair, Cybex General Manager Luke Burns shares how the brand is preparing to showcase new innovations, connect with retailers and highlight its commitment to safety, style and design.

Harrogate Nursery Fair brings together some of the most recognised names in the industry. What makes this event an important platform for Cybex?

Harrogate Nursery Fair is a key event for our industry. It’s a valuable opportunity to connect with customers and showcase our latest ranges and products. The fair brings together the most trusted names in the sector, so it’s an important platform for CYBEX to be part of. It’s a great chance to strengthen relationships and reinforce our commitment to delivering products that combine safety, functionality, and design. We always have a full calendar of appointments with store owners, buyers, and marketing contacts.

Cybex has a reputation for combining safety with style. How valuable is it for retailers to experience your products in person and see the quality and engineering up close?

We love our products to be experienced rst-hand. While our reputation for safety and style speaks for itself, nothing compares to retailers being able to interact with our products directly. Feeling the quality and seeing the design details up close gives them greater con dence when sharing that experience with their customers. It’s also another opportunity for us to continue building strong relationships.

Can you share any details about new product launches or design collaborations that Cybex will be showcasing at this year’s fair?

We’ll have some exciting new products to share, alongside well-loved favourites that our retailers already know. This creates the perfect balance between the familiar and the new.

How does Cybex approach innovation in categories like travel systems, car seats, and infant carriers to meet the evolving needs of today’s parents?

Innovation starts with understanding the real lives of modern parents. We know they want products that combine safety with intuitive functionality and innovative design. No matter the category, our team always looks at how we can make parents’ lives easier. We’ve already introduced signi cant technologies into two di erent pushchairs, which is essential for the new generation of parents who integrate technology into everyday life. We also recognise that parents today are researching products online before visiting stores, so it’s crucial we maintain a strong presence across online channels and social media.

Harrogate isn’t just about products; it’s also about networking. How does Cybex use the event to connect with retailers and strengthen partnerships?

Harrogate is as much about people as it is about products. The show gives us the chance to sit down with retailers, share food and drinks, and have open conversations. This year, on Monday evening from 5pm–8pm, we’ll host an open event at our stand where we encourage retailers to come along and enjoy a drink with us.

Looking ahead, what trends do you see shaping the nursery industry, and how is Cybex positioning itself to stay at the forefront?

Our goal is to stay one step ahead, anticipating how parenting is evolving and creating solutions that truly support parents in their daily journeys.

Axkid unveils latest innovations in safety at Harrogate

Axkid: Hall C, Stand: C2

Swedish brand Axkid will be back at Harrogate this year championing car seat safety and rear facing travel with its latest product innovations.

Dedicated to making car travel safer for children, with their innovative forward thinking designed products, Axkid’s car seats are all developed in line with the brand’s core commitment to “safety above all”.

Axkid will showcase its multi award-winning car seats and accessories at Harrogate, including Spinkid, Minikid4, One3 and the game-changing Up, as well as a new launch, showing for the rst time at Harrogate. The range of car seats all o er unrivalled safety, versatility and comfort for children from birth to 12 years.

Visit their stand to discover why Axkid is the right choice for your store, and see

why all their car seats are changing the way new parents in the UK are thinking about safety and comfort in travel for their child. All Axkid retailers bene t from full, extensive, regular training and support from their dedicated sales team and trainers. Contact Jayne Caul on the below to make an appointment or simply pop by the stand where one of the team will be happy to show you their latest innovations. jayne.caul@axkid.com www.axkid.com

Red Kite: Hall C, Stand: C5

Business as usual as Red Kite continue to expand key ranges and introduce exciting innovative new models.

Red Kite continue to o er essential every day products that customers need and want to buy. Working with UK based designers to ensure up to date models and designs mean that the range continues to evolve and grow based on trends and demands. Value for money has always been a core ethos for Red Kite and that is evident with new fabulous strollers, highchairs and other models all due to be showcased at the Harrogate Nursery Show.

As always there will be show o ers available and the chance to see and try products for yourself. The friendly team look forward to welcoming their loyal friends and customers and hope they can tempt some new visitors to check the range and see why both retailers and consumers have enjoyed so many Red Kite products for so many years.

sales@redkitebaby.com www.redkitebaby.co.uk

Exciting product innovation

Graco: Hall A, Stand: A9

At this year’s Nursery Fair in Harrogate, the Graco stand is a must-visit for retailers looking for exciting product innovation for exceptional value for money.

The team at Graco can’t wait to welcome visitors on stand to showcase the brand’s new product launches and plans for the months ahead.

Two of the new products feature AI Cry-Detection technology. This exciting product development o ers parents even more choice when it comes to helping them through their baby’s earliest stages and the price points are unrivalled for this level of technology.

Visitors to the stand will be able to get hands-on with the new products and receive demonstrations of their full features and bene ts from the Graco team. The Graco stand is de nitely one not to be missed this year.

To set up a meeting with the Graco team, contact Luisa Rollins-Svensson, Consumer and Trade Marketing Manager on the below.

luisa.rollins-svensson@allisonbaby.co.uk

Eco Bathtime Collection

Shnuggle: Hall A, Stand: A15

Shnuggle, known for its practical and stylish award-winning parenting products, is returning to Harrogate to showcase further expansion to its bath and changing line.

The recently launched Eco Bathtime Collection is a range of its most loved products now made with recycled plastic, as part of its new “Sustainably Shnuggle” initiative. Rooted in the belief that caring for little ones and the planet go hand in hand, the brand is prioritising eco-friendly design, eliminating plastic packaging, adopting carbon-conscious shipping, and donating products to local charities. With a focus on durability and longevity, Shnuggle ensures parents can enjoy beautifully designed, high-quality products that are also kinder to the world their children will inherit.

Available in a stylish Cookies & Cream colourway, the Eco Bathtime Collection is made from 98% post-consumer recycled plastic meaning each product helps divert plastic waste from land lls, giving it a meaningful second life.

Making up the Eco Bathtime Collection is the Shnuggle Baby Bath (RRP £26.95), the larger sized Toddler Bath (RRP£45.95) and the Shnuggle Washy Bath Jug (RRP £8.95), for gentle, tear-free hair rinsing.

Shnuggle is adding a fresh splash of style to Changetime with brand new colourways to the much-loved Squishy Changing Mat and the innovative Eco Touch Nappy Bin. Visitors to Shnuggle at Harrogate can get a rst look at the new palette, designed to complement modern homes while retaining the functionality and comfort parents expect from Shnuggle’s award-winning essentials. hello@shnuggle.co.uk www.shnuggle.com

Building bonds, boosting business

Katie Warne, owner of Little Bubbas, shares why Harrogate Nursery Fair remains a key date in her buying calendar. From discovering the latest product trends to strengthening supplier relationships and gaining hands-on product experience, Katie explains how the show supports both her business and her customers.

What makes Harrogate Nursery Fair a must-attend event for you as a retailer?

It’s always been the place to explore new trends, meet with brands, catch up with familiar faces, and get a sneak peek at the year ahead.

How valuable is it to experience products rst-hand, gaining demonstrations and testing product quality in person before deciding what to stock?

It’s essential for me. The core of my business is providing products I know I can trust. I want my customers to have a great experience buying from me, and that starts with the quality of the products I sell. Visiting Harrogate helps me choose the right products for my business.

Part of that customer experience also comes from the knowledge I gain by testing products in person. It means I can demonstrate how items work, answer questions con dently, and capture plenty of photos and videos both as a reminder of product details and to share engaging content with my customers.

Are you mainly attending to discover new product launches and innovations, or to strengthen relationships with existing suppliers, or a bit of both?

It’s de nitely a bit of both. It’s great to catch up with reps I don’t see often enough, and those relationships are really important. The better I understand the brands I stock, the better I can represent and market them to my customers.

Is there a particular brand, product category, or trend you’re especially excited to explore at this year’s show?

After visiting K&J, there are de nitely a few things I’m hoping to see at Harrogate. I’m looking forward to exploring more from the brands I already stock and seeing the extended ranges they’re o ering. I like to keep an open mind about what might catch my eye.

How do events like Harrogate in uence your buying decisions compared to trade catalogues, reps’

The core of my business is providing products I know I can trust. I want my customers to have a great experience buying from me, and that starts with the quality of the products I sell. Visiting Harrogate helps me choose the right products for my business.

visits, or online research?

Being able to see and feel the products in person makes a huge di erence and really in uences which models and colourways I decide to stock. I do see some of my reps regularly, and they’ll often bring samples, but at Harrogate you can view every colourway and option in one place, which is so helpful.

What do you hope to take away from your visit, for example fresh inspiration, new partnerships, or perhaps exclusive show-only deals?

There are a couple of partnerships I’m hoping to secure this year, especially with the expansion of the store coming later in the year.

Will you be attending any after-show events within the halls of Harrogate? Do these provide a good way of winding down and networking at the end of the day?

Yes, I usually do. It’s nice to relax and catch up with other retailers you know but don’t get to see very often.

For retailers considering attending in the future, what would you say are the biggest bene ts of being at Harrogate in person?

For me, it’s all about forming and strengthening connections with brands and products and ultimately helping me do the best job I can for my customers.

Location:

Inspiring Retailers, Showcasing Innovation

With Harrogate Nursery Fair fast approaching, Babymore’s Head of Sales, Michaela Altman, shares why the event is a cornerstone for the brand and its retail partners - from unveiling exciting new launches to strengthening industry connections.

What makes Harrogate Nursery Fair such a valuable event for Babymore’s retail partners?

Harrogate provides the perfect opportunity to unveil new product lines ahead of their o cial launch later in the year. The show gives our partners a deeper understanding of Babymore’s range, enabling them to con dently sell our products in-store or online. It’s also an ideal time to connect with buyers and gain valuable feedback.

How important do you think it is for retailers to get hands-on with Babymore products and see demonstrations before choosing what to stock?

Handling the products in person gives retailers a real sense of their quality and functionality, which can’t be fully appreciated through images or emails. Testing the products helps them con dently answer customer questions and demonstrate them more e ectively in-store. And of course, by seeing products rst hand, retailers can make more informed buying decisions.

Will Babymore be showcasing any new launches or innovations at Harrogate that retailers should be excited about?

Yes! We’ll be unveiling our 2026 collection, which includes brand new furniture and wheeled products, as well as fresh colours across our existing range to match current consumer trends.

How does Babymore see the role of Harrogate as a place for retailers to not

only discover products but also connect and share ideas with like-minded industry peers?

Harrogate is much more than a product showcase. It provides a valuable face-to-face setting where retailers can share feedback, ask questions, and strengthen relationships with us. It’s also a chance to discuss what’s working, what’s changing, and what customers are asking for. This two-way communication is invaluable in building on existing partnerships.

What can retailers expect to take away from visiting the Babymore stand at this year’s fair?

Retailers can expect to leave the Babymore stand feeling inspired, with exciting new products and a stronger connection to one of the UK’s most trusted nursery brands. We’re looking forward to welcoming both new and long-standing customers! www.babymore.co.uk

BABY CARE INDUSTRY STRATEGIC MAP

ENGLAND NURSERY

NETHERLANDS BABYWERELD

SPAIN PUERICULTURA MARKET

SWEDEN LEK & BABYREVYN BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com

Graco showcases smart parenting innovation

At this year’s Harrogate Nursery Fair, Graco UK is set to shine with its latest innovations designed to support modern families. We spoke with Luisa Rollins-Svensson, Consumer and Trade Marketing Manager at Graco UK, about why Harrogate remains such an important platform, the launch of their groundbreaking Eluma Sway baby swing, and how smart technology is shaping the future of nursery products.

Harrogate Nursery Fair continues to be a key trade event. Why is it such an important platform for Graco to connect with retailers and industry partners?

Harrogate Nursery Fair is a key date in Graco’s calendar, as it brings the industry and retailers together here in the UK like no other event. We’re able to showcase our range and highlight what’s in the pipeline. Most importantly, we can have the conversations that matter face to face. It’s a wonderful chance to meet new people and catch up with those we know well. Innovation is currently at the heart of Graco’s product development. Can you tell us more about the launch of the Eluma Sway and how its cry-detection technology sets it apart?

The Eluma Sway baby swing is a really exciting new launch for Graco. It’s our rst innovation with AI Cry-Detection technology, and we’re proud to bring this feature to market at an a ordable price point for families.

Eluma Sway’s Cry-Detection technology recognises a baby’s cries and automatically selects from thousands of soothing motion and sound combinations to help comfort them quickly and e ectively. It’s a must-have for parents, o ering an unrivalled mix of intelligent soothing technology, style, and a ordability at just £200. We’re excited to showcase it to retailers in Harrogate.

The

Eluma Sway baby swing is a really exciting new launch for Graco. It’s

our rst innovation with AI CryDetection technology, and we’re proud to bring this feature to market at an a ordable price point for families.

How do you see this kind of smart technology changing the way parents interact with nursery products, and how does Graco aim to lead that conversation? When parents are looking for nursery products, they want choice and the right t for their lifestyle as well as their budget. AI technology is a natural evolution in nursery products, and parents now expect it.

As a brand, we always aim to lead the conversation by o ering parents the latest product features and bene ts while delivering excellent value for money. Smart technology is the next step in that journey.

For retailers, what’s the advantage of seeing these and other Graco products demonstrated live at Harrogate rather than just through brochures or online? Nothing beats getting up close and hands on with a product. That way you can really see the quality and experience the features for yourself. It also gives us, and retailers, the chance to have conversations, start new relationships, and strengthen the ones we already have. Beyond the new launches, what else can visitors expect to discover on the Graco stand this year?

Visitors will be able to learn more about the Graco brand and our plans for the next 12 months, as well as meet the team. A big part

of the event for us is having the chance to speak with people face to face. It really helps us understand a retailer’s needs and work in partnership with them.

Harrogate is also about relationships and community. How does Graco use the event to strengthen partnerships with both existing and new retailers?

Relationships and community are what set Harrogate apart. We take a large Graco team with us to make sure we can spend time with our existing retailers and connect with those who are new to us. We can’t wait to see everyone there.

What’s the one key message you’d like retailers to walk away with after visiting Graco at this year’s fair?

I want retailers to leave the Graco stand feeling excited about our range, the must-have bene ts and value it o ers parents and con dent in the support available from our team.

ebebek’s Harrogate vision

Faruk Giray, UK Country Director of ebebek, shares why Harrogate Nursery Fair is a cornerstone event for the nursery industry, how it in uences buying decisions, and what he hopes to gain from this year’s show.

What makes Harrogate Nursery Fair a must-attend event for you as a retailer?

Harrogate is a cornerstone event for the nursery industry in the UK. As ebebek UK, we opened three stores in one year, one of them the largest in the UK, and we have an ambitious growth strategy for the next two years. For this reason, it is a unique opportunity to see the entire nursery sector come together under one roof: brands, products, and ideas. It really sets the tone for the year ahead. We already know the show well from previous visits, and this year will be my rst time attending personally as the UK Country Director.

How valuable is it to experience products rst-hand, gaining demonstrations and testing product quality in person before deciding what to stock?

This is extremely valuable. We want to bring only the best, safest, most innovative, and most value-added products to our customers. Being able to test, touch, and compare products in person gives us con dence in our buying decisions and helps us identify what truly stands out in the market.

Are you mainly attending to discover new product launches and innovation, or to strengthen

relationships with existing suppliers, or a bit of both?

De nitely both. We are excited to explore new launches and innovation, but at the same time, Harrogate is a great setting to nurture and deepen relationships with our existing suppliers. Both aspects are essential for building a strong, forward-looking assortment.

How important is the opportunity to network with like-minded retailers and share experiences within the nursery industry?

Very important. The chance to exchange ideas and experiences with peers in the industry is one of the unique values of Harrogate. It helps us understand not only what is trending but also the real challenges and opportunities that all industry players are facing.

Is there a particular brand, product category, or trend you’re especially excited to explore at this year’s show?

Pushchairs, car seats, furniture, and toys are always a big focus for us, but we are also keen to see what is new in feeding solutions and smart nursery products. Sustainability is another trend we are watching closely, as it is increasingly important to today’s parents.

How do events like Harrogate in uence your buying decisions compared to trade catalogues, reps’ visits, or online research?

Harrogate o ers something none of those channels can fully replace: a live, immersive experience. Catalogues and online research are helpful, but nothing compares to speaking directly with suppliers, watching live demos, and gauging genuine quality on the spot.

What do you hope to take away from your visit, for example fresh inspiration, new partnerships, or perhaps exclusive show-only deals?

All of the above. Fresh inspiration, new partnerships, and if there are exclusive opportunities or show-only deals, that is always a bonus. Most importantly, we want to leave with ideas and products that will excite and support our parents.

Will you be attending any aftershow events that will take place within the halls of Harrogate? Do these provide a great way of winding down and networking at the end of the day?

Yes, whenever possible. After-show events create a more relaxed environment to meet peers, exchange thoughts, and strengthen connections outside the busy show oor.

For retailers considering attending in the future, what would you say are the biggest bene ts of being at Harrogate in person?

Go! You will not regret it. You will meet the people behind the brands, see products in a way you simply cannot online, and feel part of the industry community. It is about inspiration, connection, and building trust that lasts long after the show ends.

Clair de Lune Showcases Connections

Nursery Today chats with Hadley Pollard, Managing Director of Clair de Lune, to talk about the importance of Harrogate Nursery Fair. From building strong retailer relationships to unveiling exciting new collections, Hadley shares how the show remains a cornerstone for community, innovation, and growth in the nursery industry.

Harrogate has become a key date in the nursery calendar, what role does the show play for Clair de Lune in engaging with your retail partners? Harrogate is a fantastic opportunity for us to catch up with all of our independent and national retail partners. We are rm believers in the importance of face-to-face meetings and the Nursery Fair is a great way to meet everyone over the three days, and show them the lines that the team have been working hard to bring to reality. Meeting buyers and retailers in person has allowed us to build strong connections, turning professional relationships into close friendships. Every year brings something new and we are excited to see what comes from this year’s show.

For retailers attending, how important is it to see, touch, and feel Clair de Lune’s products in person rather than just online or in a catalogue?

Clair de Lune does a lot of work online, however there is nothing quite like going into a shop and falling in love with something, and we want to recreate that feeling on our stand. Baby products are an emotional purchase and as a family business no one understands that better than us, so we know how important it is for retailers to get up close and personal with our products before committing to purchasing. This year we have brand new lines in all of our collections, from sleep to travel and even play and gifting, and we cannot wait for all of our partners to see them in person. As a company with roots dating back to 1943 we believe in trust, and there is no better way to build this than in person.

Can you share a little insight into any fresh designs, collections, or innovations you will be highlighting at this year’s fair?

One of our most exciting developments this year has been the acquisition of East Coast Nursery, so we cannot wait to showcase our new furniture lines available through this brand. We will be showing two new cots as well as a host of accessories to match. For Clair de Lune we will be showcasing a wide selection of newness. One of the lines I personally cannot wait to see the feedback for is the new sizes, styles,

and colours of our best-selling Star Fleece Wraps. We have just been shortlisted at the Mother & Baby Awards for the Best Travel Purchase under £30 category for our Star Wraps. We love to hear feedback from retailers and parents, and cannot wait to introduce them to even more retailers.

Baby products are an emotional purchase and as a family business no one understands that better than us, so we know how important it is for retailers to get up close and personal with our products before committing to purchasing.

Beyond product discovery, Harrogate is also about community, how do you see the event helping retailers connect with brands like Clair de Lune and with each other?

My favourite part of the Harrogate Nursery Show is having a walk around, chatting with retailers and buyers, and taking it all in. Harrogate is such a friendly show and a great opportunity to build connections with other like-minded business owners in the baby industry.

If a retailer is planning their visit, why should a stop at the Clair de Lune stand be high on their priority list?

I am very biased but the best thing about visiting the Clair de Lune stand will de nitely be meeting our amazing team, so it is worth a visit just for that. We are a team that is focused on growth, so meeting us this year means you will be part of the start of an exciting journey for us. This year we are showing a range of products to re ect the changing needs of modern parents, and they are de nitely worth seeing in person. Finally, we have a co ee machine, which is always essential for a long day walking around the halls, so pop in and see us for a brew and a chat.

Left: Hadley Pollard, Right: Eric White

HALL C, STAND: C13

Designed around your life

Nuna: Hall A, Stand: A9

From car seats to strollers, Nuna creates premium baby gear engineered for real life, blending modern design, uncompromising safety, and comfort to support parents through every stage.

Nuna is known worldwide for designing baby gear that balances safety, functionality, and modern design. Rooted in Dutch engineering, every product is thoughtfully created to simplify daily routines while ensuring maximum comfort for little ones.

From award-winning car seats to versatile pushchairs and travel systems, Nuna products are designed to last, with premium materials, intuitive features, and rigorous testing standards. The brand’s commitment to quality and sustainability ensures that each item not only looks good but performs flawlessly in everyday life.

At this year’s Harrogate International Nursery Fair, Nuna will showcase its collection, including exciting new products that place innovation and style at the heart of every design. Visitors can explore the full range and see how Nuna continues to make life with little ones easier.

www.nuna.eu

Future ready with Joie

JOIE: HALL A, STAND: A7

At this year’s Harrogate Nursery Fair, Joie is set to make a big impact with exciting new launches and a strong focus on building lasting retail partnerships. Nursery Today caught up with Damon Marriott, Joie’s Head of Product Management, to hear what visitors can expect.

Harrogate Nursery Fair attracts so many leading names. What makes this event especially significant for Joie and your partnerships with retailers?

The Harrogate show gives us the opportunity to meet our customers face-to-face and for them to connect with the whole team. It’s also the ideal forum for us to showcase the new products launching into our ranges. Joie is known for innovation in travel systems, car seats and beyond. How valuable is it for retailers to experience these products in action at the show?

It’s a great opportunity for customers to get handson with our new products – not only to try out the functions but also to feel the quality of the materials and the strength of the build.

Are there any new launches or hero products Joie is planning to spotlight at Harrogate this year?

One of the highlights of the show will be our new pushchair, mydrift, with its 360-degree rotating wheels. We’re also launching a lightweight, compact 4-in-1

pushchair as well as a compact highchair. It’s definitely worth visiting the stand for a first look at what’s coming.

Many retailers see Harrogate as a chance to build stronger relationships. How does Joie use the show to support and engage with its retail network?

We make sure to schedule time with each of our retailers so they know they have our undivided attention. With our full upper management team in attendance, it’s also a fantastic opportunity to reconnect with our long-standing retail partners and put faces to the names of our wonderful new accounts.

When visitors step onto the Joie stand, what kind of experience do you want them to walk away with?

We always aim to wow our partners with incredible prices for the high level of quality and features on offer – and this year will be no exception. With many new launches, no compromises on features, and the trademark Joie quality that consumers and retailers have come to expect, we’re confident visitors will leave impressed.

Nursery Today shines the spotlight on products available to order now to assist you in o ering your customers feeding essentials for the weaning journey.

Dr. Brown’s simpliﬁes the bottleto-cup transition

Transitioning from bottle to cup is a major milestone, and Dr. Brown’s Milestones Baby’s First Straw Cup makes it easier than ever.

Designed with a soft, silicone weighted straw, it allows baby to drink from any angleeliminating frustration and encouraging independence. Easy-grip handles help little hands hold on tight and can be removed as baby grows.

With its spill-proof design and travel-friendly sliding lid, the cup keeps messes at bay and the straw hygienically stored.

Whether at home or on the go, this clever cup is the perfect companion for every sip of your baby’s journey.

Email Phil Bosher on the below for further information. phil.bosher@babycentral.co.uk

Iconic curves

The egg Highchair is now available, extending the premium design language of the egg brand into the weaning category.

Inspired by the iconic curves of the egg3 stroller and featuring a base design in uenced by its distinctive wheels, the highchair delivers both style and continuity across the product range.

Suitable from 6 to 36 months, it includes a contoured seat with wipe-clean EVA padding, 5-point magnetic harness, adjustable tray, and a dishwasher-safe top.

Practicality is enhanced through multiple recline positions, four height settings, a rotating seat, and discreet mobility wheels - ensuring the egg Highchair o ers retailers a standout addition to their portfolio. www.babystyle.co.uk

With its new Tiny Team tableware range, LÄSSIG combines playful design with sustainable materials to support families in the important stage of weaning.

The collection includes plates, bowls, mugs and sippy cups made with cellulose to reduce the use of limited resources, exible silicone section dish sets and bibs that are lightweight, durable and BPA-free.

Stainless steel snack boxes and food jars extend the range with practical on-thego solutions, while porcelain pieces with silicone bases add a long-lasting option for older toddlers. Cheerful cat and dog motifs bring joy to every mealtime, making healthy eating both fun and functional.

www.laessig-fashion.de

Scandinavian design

BIBS’ Weaning Dining Set pairs Scandinavian design with smart functionality for first tastes and beyond.

The range includes a bowl and cup with lid, soft silicone bib with deep pocket, and ergonomic starter cutlery sized for little hands. Made from BPAfree, food-grade materials and dishwasher safe, each piece is gentle, durable, and easy to clean.

These muted Nordic colour palette mixes and matches to suit every kitchen. Thoughtful details support self-feeding and reduce mess, making weaning more confident and calmer for families. Available in coordinated sets and individual pieces from 6+ months. b2b-uk.bibsworld.com

Full highchair range

Starting from the Nom Nom Booster and continuing through the range to Red Kite Baby’s 3 in 1 & 4 in 1 Hi-Lo options the Feed Me range has an option for all price points and needs.

Red Kite Baby has always run a well established Feed Me range, with the Feed Me Fold and the previous Feed Me range offering a very compact option for meal times. Their Hi-Lo options have grown over the years, along with the functionality and standard of finish on our Feed Me products. Be sure to visit their stand at Harrogate or contact them directly for more information on the range.

www.redkitebaby.co.uk

This Season’s Kitchen Staple

Clair de Lune have paired practicality with a stylish simple look with their 6 in 1 High Chair, loved by parents and babies exploring their new weaning journey.

Designed to complement families new weaning adventure, the 6 in 1 High Chair is crafted to fit in seamlessly with busy homes. There’s no denying, weaning can create some messy moments but the Clair de Lune High Chair is designed to make clean up a breeze. The removable tray features a dishwasher-safe cover and the seat pad is easy to take off and pop in the washing machine, so parents can spend more time with their new families and less time cleaning.

Safety at dinner time is just as important as delicious dinners, the High Chair features an adjustable footrest, non-slip stoppers on the feet and an enhanced 5 point safety strap, giving parents one less thing to worry about. Weaning doesn’t last forever and the 6 in 1 High Chair is designed to grow with the family, transitioning to a stool or small child’s chair, perfect for playtime and snacks in the living room!

Available in two neutral kitchen friendly shades, grey and beige with natural wooden legs, making it a thoughtful addition in any space.

For more information get in touch with their sales team on the below. sales@clair-de-lune.co.uk

Feed. Fold. Freedom

Easy Mealtimes With The Graco SnackEase Highchair

SnackEase by Graco is the highchair that folds fast, folds compact, and folds to stand upright, making weaning . Coming in at just £60, this highchair provides a budgetfriendly and space-efficient solution to mealtimes as a family.

Suitable from approximately 6 months to a maximum weight of 15kg, SnackEase is lightweight at only 6.25kg, and makes the one-hand fold quick and easy, allowing parents to manoeuvre around the house fuss-free. The removable tray with an integrated cupholder comes off and on with complete ease. Other features that complete this highchair include a 3-position recline, fixed footrest, wipeable seat pad and adjustable 3 or 5-point harness, so little one’s safety and comfort is assured. The Organza colourway will fit nicely into any colour scheme. All this convenience can be packed up into a free-standing fold that takes up minimal space.

Graco is also supporting families through the weaning journey with expert-led advice on its parenting hub, The Graco Village. As part of its One Family campaign activity, Graco partnered with paediatric dietitian Lucy Upton to share practical, reassuring tips to parents for introducing solids. Lucy’s blog offers guidance on everything from first tastes to mealtime routines, helping parents feel confident and informed.

To find out about the Graco, visit the below. www.gracobaby.eu/UK

Parenting Shopping — and How Brands

This month Azaria’s Managing Director Amber Steventon explores the rapidly evolving world of modern parenthood and the way it shapes buying decisions. From balancing tight budgets with selective splurges, to relying on TikTok over traditional advice, today’s parents are navigating a marketplace full of choice, pressure, and innovation. Amber highlights the key categories driving demand, the growing in uence of social media, and the rising importance of convenience and sustainability, while o ering practical insights for brands aiming to stay relevant.

Parenting has never been simple, but shopping for little ones in 2025? That’s a whole world of its own. Between rising prices, endless product choice, and the tidal wave of recommendations ooding in from TikTok and Instagram, today’s parents are shopping di erently, and quickly. For brands and retailers, the opportunity is huge, but only if you know where the trends are, what categories are ‘ ying’ and what parents really want from the products they bring home.

Spending habits: careful, but still splurging

Let’s be real, family budgets are tight. Parents are de nitely watching their wallets, but here’s the twist - they’re not always trading down. Instead, they’re shopping smarter. That might mean fewer impulse buys, but when they do spend, it’s often on products that promise better quality, better nutrition, or just make life easier. Think organic baby food, premium nappies, or smart gadgets that take the guesswork out of parenting.

It’s the classic “save here, splurge there” mentality. Parents will happily grab supermarket-brand wipes to save a few

Once upon a time, new parents got advice from family, friends or baby books. Today? They’re scrolling TikTok at 3 a.m. watching another exhausted mum explain how a gadget saved her sanity.

”

pounds but won’t blink at paying more for a formula brand they trust or a pushchair that lasts for years. For retailers, it’s about carrying the right balance: value options and premium upgrades that reassure parents their money is well spent.

The categories ying o shelves

Some products are just having a moment right now and for good reason:

• Premium consumables. Fancy nappies? Organic purées? They’re not just for Instagram, parents see them as investments in baby’s wellbeing.

• Sleep solutions. Smart baby monitors, white-noise machines, and soothing devices that claim to stretch out those elusive naps - these are gold dust in o ering peace of mind for sleep-deprived mums and dads.

• Travel gear that grows. Modular strollers and convertible car seats that adapt as baby gets bigger hit the sweet spot of convenience + value.

• Kitchen and feeding helpers. Bottle warmers, clever feeders, pre-prepped mealtime hacks - anything that cuts down fa in the kitchen.

• Second-hand big-ticket items. From prams to highchairs, resale is booming. Parents love the mix of eco-friendliness and budgetfriendliness, and younger parents especially see “pre-loved” as cool, not compromised. Retailers can think about how these categories are presented in-store and online. Parents don’t shop by product spec, they shop by problem. “Help my baby sleep” is a much more compelling signpost than “Baby Monitors, Aisle 2.”

Social media: the

new parenting guru

Once upon a time, new parents got advice from family, friends or baby books. Today? They’re scrolling TikTok at 3 a.m. watching another exhausted mum explain how a gadget saved her sanity. Social media is the go-to discovery engine, and the ‘TikTok made me buy it’ e ect is very real in the nursery space.

Parents trust authenticity over polish. A 20 second clip showing how a stroller folds one-handed in a car park will sell more units than the most beautifully shot advert. And it’s not just mega-in uencers, micro-creators with

Habits in 2025 Can Keep Up

small but loyal parent followings are driving real conversions.

Brands need think about how they get their products into these conversations. Whether that’s through partnerships with parent creators, shoppable social posts, or even encouraging everyday customers to share, the message is simple; be where the parents are.

The convenience factor

If there’s one thing parents can agree on, it’s that there are never enough hours in the day. So, products that save time, reduce stress, or just make the daily juggle smoother are the winners. Subscription nappies delivered to the door? Yes, please. Baby food pouches ready to grab on the school run? Lifesaver. Multi-use products that grow with the child? Even better.

Retailers can lean into this by not just stocking ‘things’ but selling solutions. Bundle wipes with nappies. Create ‘back-to-work packs’ for parents returning after leave. Shout about the minutes saved, because in parenting, ve minutes really does matter.

The green side of things

Sustainability isn’t just a nice-to-have anymore. More parents are asking; is this recyclable? Is this brand responsible? And with the rise of resale platforms, especially for big-ticket items, there’s a real appetite for stretching budgets in ecofriendly ways.

Some retailers are already experimenting with trade-in schemes or curated pre-loved sections, and it’s an area ripe for growth. Not only does it appeal to eco-conscious shoppers, but it also builds loyalty.

What brands can do right now

So, how do you keep pace with parents in 2025? Here’s a few takeaways:

1. Lean into social discovery. Don’t just advertise - show, demo, share. Short-form content is king.

2. Think in ‘parent problems.’ Merchandising around sleep, feeding, or getting out the door resonates more than categories.

3. Highlight time saved. Parents want to know, will this product make my life easier, faster, calmer?

4. Balance value with premium. Make it easy for parents to trade up with bundles, discounts, and trial sizes.

5. Embrace resale and sustainability. Position yourself as the brand that ‘gets it’. Modern parenting is as much about saving the planet as saving money.

Parenting purchase behaviour isn’t one-size- ts-all, but there are clear themes. Parents want convenience, they want products they can trust, and they want to feel con dent they’re making smart choices (even if that’s based on a TikTok video they watched half-asleep at 2a.m!).

For retailers, the magic mix is clear; stay tuned into the conversation, curate assortments that solve real problems, and don’t underestimate the power of social buzz. In today’s nursery market, the brands that feel most helpful - not just ashy - will be the ones parents turn to again and again.

If there’s one thing parents can agree on, it’s that there are never enough hours in the day. So, products that save time, reduce stress, or just make the daily juggle smoother are the winners.

Amber Steventon is the Founder and Managing Director of familyspecialist PR Agency Azaria. Her expertise comes from 20 years’ experience marketing products, brands and retailers in the parenting space. To see how Azaria can help your brand grow, or to arrange a meeting at Harrogate Nursery Fair, contact Amber on amber@azariapr.co.uk.

New textile collections from CuddleCo

CuddleCo’s new textile collections combine timeless design with everyday practicality.

Wa e range features 100% cotton in a classic wa e weave, with a warm cashmere, o ering a soft, textured layer that styles beautifully with any nursery palette.

The Ditsy Cherry range, pairs a delicate cherry print with breathable cotton muslin, adding a nostalgic, playful touch.

Lightweight twin stroller

The new lightweight Push Me Duet twin stroller that is a practical solution for twins and young children.

Easy to manoeuvre in tight spaces the Push Me Duet from Red Kite can t through internal door spaces.

Additionally, the Push Me Duet has lots of features to make travelling a pleasure for both parents and children at all times.

TEL: 01454 326 555 www.redkitebaby.com

Completing the trio, the Cashmere Meadow range brings calming floral prints in soft neutrals, designed to layer effortlessly with their waffle textures. Each range includes cot bed quilts, sheets, comforter blankets, bedding sets, changing mats, nappy caddies, storage and more. sales@cuddleco.co.uk Time to

explore

Meet the Push Me Explor from Red Kite .

Introducing a new cabin size approved stroller that is ideal for holidays and trips with the easifold compact folding.

Simple and classy the Push Me Explor is suitable from birth until toddler and features a generous padded seat with lots of features to make sure children are comfy and happy at all times.

TEL: 01454 326 555 www.redkitebaby.com