OCTOBER 2026 ISSUE 1 VOLUME 30
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contents the team Editor Penny Franks penny@lemapublishing.co.uk
REGULARS
Sales Director Claire Naish clairenaish@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Production
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6 18 69
CONTRIBUTORS 60
Rick Vickers rick@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk
62
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
For circulation enquiries contact: subs@lemapublishing.co.uk
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www.nurserytoday.co.uk
Barking Mad
This month Pramland’s John Barker looks ahead to Harrogate Nursery Fair, sharing his thoughts on the products, launches and innovations he is most eager to see. From exciting developments in car seats to anticipated updates across wheeled goods,
Amber Steventon
Azaria Founder and Managing Director Amber Steventon reflects on learnings from Kind + Jugend and why Harrogate Nursery Fair is an industry staple.
Jonathan Feingold
In the latest instalment of his global nursery market series, Jonathan Feingold explores South Korea’s baby-products sector.
HARROGATE PREVIEW 19 22
Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA
News New Products BPIA
Harrogate Int Nursery Fair Preview List of Exhibitors
RETAILER OPINION 36 51 58
Baby & Co BabyLuv ebebek
SUPPLIER OPINION 38 54 57
BTL Diffusion hauck Chicco/RKW
SPOTLIGHT 64 Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers, nor any organisation mentioned in the text. Opinions and comments expressed in this publication by contributors and writers do not necessarily reflect those of the publishers.
Contents October.indd 1
Licensed Products
KIND + JUGEND REVIEW 66
Review of the 2026 event
02/10/2026 12:39
editor’s letter
www.nurserytoday.co.uk | Instagram: nurserytoday | LinkedIn: Nursery Today
W
elcome to the October issue of Nursery Today, where our focus is firmly on Harrogate International Nursery Fair. With the show just around the corner, exhibitors are getting ready to open their doors and welcome retailers from across the UK. From established industry names to exciting new exhibitors, Harrogate remains a fantastic Check out our Cover Star this month over on page 14. BabyStyle are looking forward to welcoming visitors to Harrogate. At the heart of their stand you will discover the latest evolution of the iconic egg4.
opportunity to come together, catch up with colleagues and discover what’s new across our industry. And there is certainly plenty to see! From car seats and wheeled goods to nursery furniture, monitors, breastfeeding products, toys and more, the show brings together a fantastic mix of brands and products under one roof. For retailers, it’s about much more than simply walking the aisles. It’s a chance to meet suppliers face to face, see new launches firsthand, get hands-on with products and benefit from live demonstrations. It’s also a great opportunity to step away from the day-to-day running of the business, talk to fellow industry professionals and get a feel for where the nursery sector is heading. We’ve been speaking to retailers who will be attending this year, and there’s a real sense of anticipation. Baby & Co’s Jeff Mills sums it up perfectly: “It’s important that we all get behind the UK’s own nursery trade show. We’ll have seen or heard about some of the launches already, but Harrogate is a chance to get hands on with the finished product before it officially launches. And I’m sure there will be some exciting new products that have been kept under wraps. For us, it’s where we can compare ranges side by side, talk things through face to face with our suppliers, and come away with a clear plan for the year ahead.” Baby Luv’s Adele Donson agrees,
highlighting the value of taking time to look beyond the everyday demands of running a business and consider what comes next. For a small family business, she says, Harrogate provides the opportunity to see new products and ideas, understand where the industry is heading and make informed decisions about the future. With leading names including Joie, Graco, Nuna, BTL Diffusion, Red Kite, Cozy N Safe, hauck, iCandy, BabyStyle, BIBS, CuddleCo, JoviKids, Venicci, Tutti Bambini, Ickle Bubba, Matchstick Monkey and many more showcasing their latest products and innovations, there’s certainly plenty for everyone to look forward to. And, of course, we’ll also be welcoming some new faces to the show this year too. Pramland’s John Barker is looking forward to Harrogate and you can read his thoughts in his regular Barking Mad column in this issue. This month we also bring you our annual round-up from Kind + Jugend. Following three busy days in Cologne, the event once again brought together retailers, manufacturers, distributors and industry professionals from around the world to discover new products, discuss market developments and look ahead to the future of the nursery sector. A total of 666 exhibitors from 42 countries took part, with international exhibitors
accounting for 92 per cent of the total. Around 15,000 trade visitors from 114 countries attended, with international visitors making up 78 per cent of the audience. Finally, I’m really looking forward to seeing everyone in the ‘Halls of Harrogate’! If you haven’t already done so, make sure you pre-register your attendance at www.nurseryfair.com. See you all there!
Clear thinking. Creative campaigns.
MEET US AT HARROGATE NURSERY FAIR TO SEE HOW WE CAN HELP. Contact: amber@azariapr.co.uk
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Editors letter October.indd 1
02/10/2026 12:40
Harrogate Nursery Fair 2026 Hall M8
Innovation:
news
The Ideas Shaping the Future of Nursery By Scott Blease, Founder, Plan A Product Development Founder, Scott Blease One of the things I love about the nursery industry is that it never really stands still. Parents’ lives are constantly changing and as a result the products designed to support them have to keep evolving too. There’s no better reminder of that than exhibition season. Last month saw the industry descend on Cologne for Kind + Jugend, one of the biggest international showcases for baby and toddler products, before attention turns to Harrogate International Nursery Fair in October. For us at Plan A, shows like these are invaluable – not only for catching up with familiar faces and making new connections, but for seeing innovation happening right across the industry. And innovation doesn’t necessarily mean reinventing the wheel. Some of the most interesting developments come from identifying a small frustration in parents’ everyday lives and finding a smarter way to solve it. Products that fold smaller, clean more easily, take up less space, adapt as a child grows or simply remove one more complication from a busy day can have a huge impact. Increasingly, we’re also seeing technology become part of that conversation. This year’s Kind + Jugend has put AI firmly on the agenda, exploring its potential across everything from product development and manufacturing to retail and family life. For us, however, successful innovation always comes back to the same question; does it genuinely make the product better? At Plan A, innovation is embedded throughout our development process. We look at how products will be used in the real world, challenge briefs where we see opportunities to improve them and explore new materials, technologies and manufacturing techniques. But innovation also has to sit comfortably alongside safety, sustainability, manufacturability and commercial viability. That balance is crucial. A brilliant idea only becomes a brilliant product if it can be manufactured reliably, meet the required standards, achieve the right price point and, ultimately, give parents something they genuinely want or need. That’s why exhibitions remain so important. They give us an opportunity to step outside individual projects, look at where the wider industry is heading and return with fresh ideas and inspiration. So after Cologne, our attention turns to Harrogate Nursery Fair. If you have an idea for a new product – or simply fancy talking innovation over a coffee – drop us a line and we’d love to see you there (or if you can’t make it we can arrange a call instead).
Plan A is one of the leading nursery product development companies. Founded by Scott Blease, who has worked in the nursery industry for over 25 years, Plan A takes products from the spark of an idea to a fully retail-ready item, covering everything from strategy, design, sourcing and prototyping, to compliance, production and graphic design. For questions or advice on compliance, contact us at
www.planapd.com - we’d be happy to chat. 6
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News October.indd 1
ebebek continues UK
expansion with fourth store International baby and parenting retailer ebebek is continuing its ambitious UK expansion with the opening of a new store at Merry Hill, Birmingham, marking the brand’s first location outside the South East and a significant next step in its national growth strategy. The retailer has secured a prime 9,689 sq ft space at the West Midlands shopping and leisure destination, adjacent to Asda in the Lower Mall. The new store will bring ebebek’s one-stop parenting offer to families across the region, with quality products spanning car seats, pushchairs, nursery furniture, clothing, toys, feeding and weaning, alongside a wide range of leading baby and parenting brands. Since entering the UK market, ebebek has continued to invest in both its physical stores and omnichannel offering. The Merry Hill opening extends the retailer’s reach beyond its existing South East presence and forms part of wider plans to grow across key UK markets throughout 2026 and beyond. Merry Hill was selected for its strategic importance in the West Midlands, extensive regional reach and strong family demographic. The centre attracts nearly 15.5 million visitors each year and is home to more than 175 brands, making it an established destination for major national and international retailers. Faruk Giray, UK Country Director at ebebek, said: “Opening at Merry Hill, Birmingham is an important milestone for ebebek as we take our stores beyond the South East for the first time. We know preparing for a baby and navigating the early stages of parenting can feel like a minefield, especially for first-time parents, so our aim is simple: to bring quality products, genuine value for money and knowledgeable support together in one place. “Every family has different needs, priorities and budgets, which is why we offer trusted options across a range of price points, from reliable everyday essentials to products with enhanced features and premium choices. We’re very excited to welcome families from across the West Midlands to ebebek.” The opening underlines ebebek’s commitment to building a broader national presence and bringing its specialist nursery retail proposition, expert support and extensive range of quality products closer to more families across the UK.
Axkid Zero wins Midwives’ Choice
Axkid is proud to announce that Axkid Zero has been awarded Midwives’ Choice at Kind + Jugend 2026 in Cologne. The recognition marks an important milestone for Axkid’s latest innovation in newborn safety and reinforces the company’s commitment to developing car seats around the real needs of children from the very beginning. “We are honoured to receive the Midwives’ Choice at Kind + Jugend,” says Anton Wall, Vice President of Axkid. “This recognition reflects our ambition to redefine newborn safety and raise the standard for the infant car seat category.” Axkid Zero was also developed around the practical realities of everyday life with a newborn. Its lightweight construction makes it easier to carry between the car, home and stroller, while also supporting parents recovering from a caesarean birth, without compromising safety performance. “With Zero, we wanted to raise the expectations of what an infant car seat should deliver,” says Anton Wall. “That means designing around the realities of newborn anatomy, while also creating a solution that is lightweight, intuitive and better adapted to everyday life with a newborn.”
www.axkid.com
02/10/2026 12:40
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news
BPIA announces 2026 Concept & Innovation
Awards finalists
The BPIA has announced the three finalists for its 2026 Concept & Innovation Awards. The finalists are Eimear Campbell with Swishroll, a cleaning aid for stroller wheels; Natasha Artwell with Little Pair, a portable support concept for twins; and Hegen, with a multifunctional feeding and drinkware system. Each finalist has been interviewed by the awards judging panel, with the sessions providing feedback and practical advice to help develop their product concepts. The three finalists will be showcased on the BPIA Concept & Innovation stand, opposite stand C15, throughout Harrogate International Nursery Fair. Final judging will take place at the show, with the winner announced on Sunday 18 October. The awards are sponsored by specialist law firm Brabners. The winner will receive £1,000 worth of legal advice from the firm, alongside a product development support session from Plan A Product Development and a mentoring session with BPIA Chair Marc Hardenberg.
bpia.co.uk
The influence of Joie Joie is celebrating a huge success following its latest brand event. The brand welcomed 12 influencer mums and their babies to the beautiful Stainsborough Hall in the heart of the Peak District for The Big Joie Sleepover. The mums were given the opportunity to try a range of Joie products during their stay, from travel cots and highchairs to bouncers and highchairs. Among a range of activities over a two-day period, the influencers were treated to baby focused workshops where they could gain assistance with issues like weaning and sleeping, as well as a three-course evening meal and buffet lunch provided by private chefs from local firm, The Butler’s Pantry. Head of Marketing at Joie, Melissa Cooper, said “The event was a huge success – as well as being able to give these mums the chance to spend some quality time with their little ones, they were able to make new connections with each other. “From the brand’s perspective, the exposure on social media has been fantastic – each mum was posting continuously throughout the two days, and most have continued to post about the experience and about their Joie products for days post event.”
www.joiebaby.com
Make waves in style with Splash About Simply skincare Baby Brands Direct is pleased to offer the Child’s Farm range to independent businesses. With fragranced and unscented options, there’s something for everyone’s tastes. Child’s Farm range of baby toiletries is specially formulated to be gentle and kind to baby’s sensitive skin. Suitable to use from birth, their selection of shampoos, body washes and moisturisers are created with natural ingredients such as oats, cocoa butter and shea butter. These moisturising ingredients help protect against dry and itchy skin, leaving baby’s skin feeling soft and smooth. The range is approved by dermatologists and paediatricians - and is also great for adults with eczema prone skin. Register today to access the full range!
From cheerful cherries and busy bees to dinosaurs, tractors and cuddly koalas, Splash About’s latest prints bring colour, character and fun to swimming lessons & family pool time! Pool time has never looked this good! Awardwinning children’s swimwear brand Splash About has unveiled six new prints: Cherry Baby, Daisy Bee, Woolly Jumpers, Tractor Tales, Dippy Dinos and Koalas - there’s a design for every little personality! Available now across selected swim and sun wear from reusable swim nappies to wetsuits, sun protection hats and rash vest as well as post-swim onesies - all suitable from birth up to 6 years.
www.splashabout.com
www.babybrandsdirect.co.uk 8
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News October.indd 2
02/10/2026 12:41
feature MY BABIIE
Smarter Growth at My Babiie Branded sales have doubled in two years. Adam Phillips, CEO of My Babiie and founder of AI lab Pulpito, explains how AI is carrying the workload, freeing the team for product, parents and retailers.
M
y Babiie’s growth has always started with the products we create and the families we create them for. Our fashion-forward approach, celebrity collaborations and strong connection with retailers and parents have helped us build a distinctive place in the nursery industry. As we grow, the challenge is to give our team more time to develop those products and respond to what parents and retailers need. In the first nine months of 2026, branded sales more than doubled against the same period in 2024. Pulpito, the AI lab I founded to build and prove AI systems in a real, fast-growing business, has made that growth manageable. My Babiie is its proving ground. Pulpito’s systems join stock, inbound shipping, production and customer data, so anyone in the team can ask a question in plain English and get a verified answer in seconds. Conventional thinking says growth like that needs a bigger sales team. It does not, because retailers now get the product and stock data and insights they need without waiting for someone to present it to them. Most people would assume that to achieve such sales velocity you need more salespeople, yet in 2024 we had 5 salespeople within the business, today My Babiie employs only 1 salesperson. Retailers don’t want more sales calls. They want great products and the data that allows them to buy them with confidence. Businesses in our industry must realise they need to start shaping AI to their operations or be shaped by it. Nursery businesses should be testing where AI can make a practical difference now. Start with a task that consumes time, set a clear measure of success and keep someone accountable for the result. The aim is not to replace humans. Our growth has created 16 jobs across our warehousing, transport and logistics departments in the last 24 months alone and two full-time AI-centred roles that could not have existed previously. One thing we have been focused on is retaining and re-training those whose roles are most affected by AI. A recent example is a customer experience adviser who retrained as a product improvement executive. Instead of supporting customers directly, she now works with our factories every day, highlighting product improvements from data she gathers in minutes with her personal AI agent. It still supports the customer, just in a different way.
AI is no longer futuristic. It is here and without doubt is a huge positive for our industry. Its impact over the next 12 months will be remarkable. Every disruption in history has also created roles that didn’t exist previously (before the internet we didn’t need web designers or content managers) and that is definitely going to be the case with this technology. New roles are being created every day. As a business we are proud that despite strong AI adoption, we have not made a single redundancy in 2026. The team that started the year continues with My Babiie. Traditionally, as a company grows this quickly, complexity grows alongside it. More orders create more administration. Growth at this pace brings a practical question: how do we support more parents and retailers, and keep the right stock in the right place, without the operation straining under it? At My Babiie, the objective is to give talented people more time for the work that matters. AI is far faster than we are at retrieving, reviewing and assessing data. One of our team can now ask their agent first thing, “how are we looking on the MB450 travel system in black?”. Within seconds they have the stock position to the last 15 minutes, what is on the way from our factories and the production plan for the next six months, followed by a custom report. For me, the measure of AI’s real value is in the time it gives us to create better products for families and build stronger relationships with our retail partners. Contact details: My Babiie: mybabiie.com | info@mybabiie.com Pulpito AI Lab: pulpito.com | info@pulpito.com
Adam Phillips has spent 10+ years building My Babiie, the multi-award-winning UK nursery brand behind fashion-forward pushchairs, travel systems and car seats, where he is CEO. He also founded Pulpito, an AI lab that designs, builds and proves AI systems inside real businesses. Find out more at pulpito.com. nursery today
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feature VICULII
Meet Viculii:
Practical Baby Products An award-winning UK baby brand combining thoughtful design, practicality and quality across cots, mattresses and changing essentials.
V
iculii (vee-koo-lee) is a UK family-run baby brand, established just over three years ago, with a growing range of nursery essentials created with practicality in mind. The brand offers a versatile collection of cots and cot beds, including its popular wooden foldable cot Orrin, designed to make family life easier where flexibility and space matter. Viculii also offers an extensive mattress range, from fibre and coir options through to pocket-sprung and luxury bamboo and coir mattresses, giving parents and retailers a choice to suit different needs. Viculii’s products are made in Europe and the UK, combining practical design with quality and thoughtful functionality. This approach has already received industry recognition. Viculii’s Waffi space-saving cot with drop side won the First Time Mums Choice Award 2025, while Viculii was named Consumer Products StartUp of the Year – London at the UK StartUp Awards 2026. Viculii continues to grow its presence across the UK nursery market. info@viculii.co.uk www.viculii.co.uk
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02/10/2026 12:42
Cover Story BABYSTYLE
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02/10/2026 12:54
meet THE PRS
Perfect PR Public relations (PR) plays a crucial role in the success of nursery products by building brand awareness, fostering consumer trust, and creating a positive public image. Effective PR strategies help nursery brands reach and resonate with their target audience, including parents, caregivers, and expecting families. These strategies involve selecting the right channels to communicate the brand’s message, whether through digital platforms or traditional print media.
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etting your news out into the world can sometimes prove a tricky business which is where the role of a good Nursery PR really comes to the fore. From contacting the necessary press to marketing online, the perfect PR knows how to get your news, new products and promotions read by the right people. One of the key aspects of PR for nursery products is knowing which channels to use for effective outreach. For example, digital platforms such as social media, blogs, and parenting forums offer direct access to engaged, relevant audiences. These channels enable specialist nursery PRs working with nursery brands to create curated, targeted content, from educational articles, product demos and also build a level of excitement for new product launches while also gaining consumer brand awareness. By selecting the right digital outlets, specialist nursery PRs can increase consumer engagement and drive conversations formulated around a brand’s products. In addition to digital channels, print media, such as parenting magazines, brochures, and catalogues,
continue to be effective for building brand credibility and reaching a wider, more diverse audience. When combining both digital and print content, by working with a specialist PR within our industry, nursery brands can create a cohesive PR strategy that generates greater consumer awareness. Curated, targeted content plays an essential role in shaping consumer perceptions. Through compelling storytelling, product education, and communitybuilding efforts, Nursery PRs can assist in establishing a meaningful connection with consumers. For nursery brands, effective PR ensures their products are recognised as safe, innovative, and valuable, ultimately driving consumer interest and influencing purchasing decisions. As an industry sector, we are fortunate that we have specialist PRs who are able to help and via their extensive contacts are able to deliver fantastic launch and press events and also roll out Influencer campaigns. Here we highlight leading PR companies who have the experience, knowledge and know how to assist.
Bursting with
passion
bumpPR’s down to earth, friendly, and enthusiastic approach to PR ensures they remain one of the leading PR agencies in the nursery and children’s sector, working with some truly iconic family brands. Having supported brands to flourish for nearly 15 years’, the award-winning agency, with its vibrant team of 7, is continuing to evolve its services, covering traditional PR, influencer and celebrity outreach, events, social media, copywriting and much more! Priding itself on having long-standing relationships with many of its clients (some for over a decade!) bumpPR represents a number of iconic brands including Medela, Snüz, The Little Green Sheep, Joolz, Ladybird Books, and Polarn O. Pyret, to name a few. However, the team, who have more than 45 years PR experience between them, are equally well-versed supporting starts ups in the sector too. The small, dedicated team ensures each client is made to feel important, with bespoke planners being thoughtfully created to seamlessly support individual brand’s marketing objectives. Whether it’s a long-term, integrated PR strategy, a one off product launch including an event, or a cheeky social post, bumpPR will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, we’ll get the right people talking about you.
lisa@bumppr.co.uk www.bumppr.co.uk 16
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Vista: Making human
connections in a digital world A communications and content agency for ambitious nursery brands.
Celebrating 30 years in brand building, Vista specialises in triggering emotional connections and delivering that ‘ah-ha’ moment to drive a sale. Vista’s research arm examines parent perception, to identify opportunities and competitor threats. Its delivery is tapped into sales channels, to demonstrate performance against business targets. For clients, Vista operates an integrated agency model to become a valued and trusted client partner. Marking 15 years with Start-Rite Shoes is testament to that. Operating only with the highest standards of honesty and integrity, Vista’s mission is to always fight off the almost unstoppable forces of mediocrity. Give us a call to be included in Vista’s next parent research group, or to bounce around some fresh ideas. “Vista’s backlinks and written content performs incredibly well for our SEO, with organic visibility currently at its highest ever.” Kate Piennar, Marketing Manager Start-Rite Shoes “We are under no illusion of the part Vista has played in our growth. For seven years we have worked together with an open and honest dialogue, and absolute trust.” Luisa Rollins-Svensson, Consumer & Trade Marketing Manager, Graco UK Contact Jane Pavia at the below for further information.
JAP@VistaPublicRelations.com www.vistapublicrelations.com
Expert PR & Marketing Support Under
One Roof
Azaria is a multiple-gold-award-winning family specialist PR and marketing agency. It has a proven track record for building brands and driving sales through creative and engaging multi-platform campaigns. Well-known amongst the media, influencers and celebrities, Azaria is the go-to agency for all-things family. Its client portfolio spans big and small including Cheeky Rascals, ebebek, Babycentre, Axkid and My 1st Years, to name but a few. From strategy to content to execution, Azaria handles it all. The Team’s experience and expertise includes: • Media relations • Product launches • Celebrities & influencers • Social creative content and advertising • Digital media content & advertising • Awards • Sampling • Brand & expert partnerships • Product placements •…and much more. Clients can take advantage of Azaria’s comprehensive influencer database, which combines data-driven insights and innovative tactics to produce meaningful relationships between brands and creators. Whilst its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fully-rounded campaigns that drive web traffic and product sales. Azaria’s annual Family Report reveals current UK trends and market insight, confirming Azaria has the knowledge behind its expertise to deliver truly excellent results. Find out more at the below.
hello@azariapr.co.uk | www.azariapr.co.uk
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new! Great for
weaning
As the exclusive UK wholesaler of Munchkin, Baby Brands Direct offer an excellent selection of Munchkin’s popular weaning products including the brand’s innovative range of cutlery options. This includes Munchkin White Hot Safety Spoons, which feature colourful tips that turn white when baby’s food is too hot. The Munchkin Gentle Dip Multistage First Spoons are great for baby-led weaning, including one Stage 1 spoon for thin purees and two Stage 2 spoons for semi-solid foods! The Munchkin Gentle Scoop Silicone Training Spoons are also great for selffeeding, as they feature a handy choke guard that also acts as a spoon rest! Register with Baby Brands Direct today for access to Munchkin’s innovative products. www.babybrandsdirect.co.uk
Compact travel The Nuna VIAA cabn is an ultra-compact travel pushchair designed to make family adventures easier, from airport terminals to everyday outings. Weighing just 7.6kg, it folds with one hand to a carry-on size and can stand upright when folded, making storage and transportation effortless. Designed to meet IATA cabin standards, it offers excellent portability while still providing a comfortable ride from birth to 22kg. A lie-flat recline, adjustable calf support and UPF 50+ canopy keep little ones comfortable. The VIAA cabn also connects directly to the Nuna PIPA urbn car seat without adaptors, creating an accessible travel system. Available in Caviar. www.nunababy.eu
A new look for
the nursery
New from CuddleCo, the Somerton collection brings a warm, contemporary feel to the nursery with its considered combination of soft cashmere tones and rich walnut detailing. Designed with modern family homes in mind, the collection balances clean, timeless proportions with practical features for everyday life. The range includes a cot bed, dresser changer and spacious wardrobe, creating a coordinated nursery that can grow with your family. Part of CuddleCo’s increasingly interiors-led approach to nursery design, Somerton offers a sophisticated new look that feels beautifully at home beyond the baby years. sales@cuddleco.co.uk | www.cuddleco.co.uk
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feature HARROGATE PREVIEW
Discover more at Harrogate 2026 Sunday 18th - Tuesday 20th October
Harrogate Nursery Fair 2026 is set to bring together a broad mix of leading nursery brands, established suppliers and innovative newcomers, creating an important meeting point for retailers looking to discover what is next for the UK nursery market.
F
or retailers, one of the biggest benefits of attending Harrogate is the opportunity to see products first-hand. While online research has become an important part of the buying process, nothing compares with being able to handle a product, test its features and see how it works in practice. Demonstrations also give retailers the chance to understand key selling points, ask questions directly to suppliers and gain the knowledge needed to confidently recommend products to customers. The show provides an ideal opportunity to see new launches for 2026, alongside product updates and established ranges. With a wide spectrum of nursery categories represented, retailers can explore everything from wheeled goods and car seats to feeding, furniture, sleep, toys, gifting and accessories, all under one roof. Among the brands exhibiting are some of the biggest names in the nursery sector, including as an example Joie, Nuna, Graco, BabyStyle, Venicci, Babymore, Cozy N Safe, Red Kite, iCandy, hauck, BeSafe, Cheeky Rascals, Chicco, CuddleCo, JoviKids, Tutti Bambini and BTL Diffusion. The breadth of exhibitors means there is plenty for both established retailers and those looking to expand or refresh their ranges. For independent retailers in particular, Harrogate offers valuable opportunities to discover brands and products they may not have encountered previously. Walking the aisles without a fixed appointment schedule can often lead to unexpected discoveries, whether that is an innovative new product, an emerging brand or a solution that could fill a gap within an existing range. Face-to-face contact is another important part of the Harrogate experience. Meeting manufacturers, distributors and brand representatives provides retailers with the opportunity to discuss products in greater detail, understand the thinking behind new launches and develop relationships that can continue beyond the show. The event also offers a chance to compare products side-by-side, assess quality and design, and gain a better understanding of where consumer demand is heading. For busy retailers, having so many nursery suppliers together in one location makes it easier to research ranges, gather information and plan future buying. With new products to discover, demonstrations to experience and industry connections to make, Harrogate Nursery Fair 2026 provides retailers with an opportunity to step away from the day-to-day and immerse themselves in the nursery market.
www.nurseryfair.com
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feature HARROGATE PREVIEW
Harrogate keeps trade connected As Harrogate Nursery Fair prepares to welcome the UK nursery trade once again, organiser Adrian Sneyd looks at why the event remains an important date in the industry calendar. From discovering new brands and product innovation to spotting emerging trends and strengthening face-to-face relationships, Adrian explains what retailers can expect from this year’s show and why bringing the industry together remains more important than ever.
Harrogate Nursery Fair remains an important fixture in the UK nursery trade calendar. What makes the 2026 event particularly relevant for retailers and buyers? The 2026 event arrives at a pivotal moment for the nursery sector. Consumer expectations are shifting faster than ever, driven largely by social media, where new products can go viral before retailers have even seen them. Harrogate gives buyers a crucial head start, offering early access to launches that have not yet reached parents’ feeds. The chance to see, compare and experience products first-hand, as well as meet the people behind them, gives retailers the insight they need to plan ranges confidently and stay ahead in an increasingly fast-moving market. One of Harrogate’s strengths is the breadth of nursery products under one roof. How have you ensured the show reflects the full spectrum of categories retailers are looking for? We work closely with exhibitors throughout the year to ensure Harrogate reflects the true breadth of today’s nursery market. Our aim is to curate a balanced mix across every major category, including travel systems, car seats, feeding, toys, interiors, gifts, furniture and safety. By bringing together established leaders and innovative newcomers, the show offers a complete nursery-only environment where buyers can review full ranges, discover fresh ideas and source products that meet the evolving needs of modern families. With such a wide variety on display, are there any product areas you expect to attract especially strong interest this year? Interest will be strong across the board, but several categories are already standing out. Wheeled goods and car seats remain major drivers, particularly with brands unveiling significant new launches for 2026. Feeding and sleep solutions continue to grow, fuelled by parents’ appetite for smart, design-led products that simplify daily routines. Interiors, furniture and gifting are also gaining momentum as retailers create more lifestylefocused in-store experiences. Innovation is happening everywhere, and buyers will find standout opportunities across every aisle. For independent retailers, discovering something 20
new can make a real difference. How important is it for Harrogate to provide that platform? Discovery is central to Harrogate’s purpose. For independents, finding a standout new product or emerging brand can transform their offer, and Harrogate is one of the few places where those moments genuinely happen. Our New Brands Zone, first-time exhibitors and earlystage launches give buyers access to products they may not have seen anywhere else. By blending industry leaders with fresh innovation, the show helps independents diversify ranges, uncover new opportunities and stay competitive in a fast-moving market. What do visitors gain from handling, testing and comparing products in person that they might not get online? Online browsing is useful, but nothing replaces handling products in person. At Harrogate, buyers can test functionality, assess build quality, compare finishes and understand how a product truly feels, insights that are impossible to gauge through a screen. Packaging is another key factor. Parents respond to quality, sustainability and clear messaging, yet these details are often hidden online. Retailers also need to judge packaging size, particularly when shelf space is limited. Seeing how products are boxed, displayed and merchandised gives buyers confidence when choosing ranges that work both practically and commercially. Trend-spotting is a major reason buyers attend trade events. What emerging trends do you expect visitors to identify this year? Buyers will see several clear shifts in consumer demand. Parents are increasingly drawn to premium materials, design-led aesthetics and products that streamline daily routines, from smarter feeding solutions to innovative sleep technology. Sustainability continues to rise, with eco-friendly materials and packaging becoming a genuine point of differentiation. Lifestyle-focused ranges, interiors and gifting are also gaining traction as retailers curate more inspiring store environments. Across the show, visitors will find a clear picture of where the market is heading next. How does the team decide which areas of the nursery market need to be represented at Harrogate, particularly as the boundaries between traditional nursery categories continue to evolve? Harrogate’s role is to reflect the nursery market as it truly is, rather than dictate which categories should appear. As traditional boundaries shift, we welcome exhibitors whose products support families from bump through to
toddlerhood, whether that is wheeled goods, feeding, sleep, interiors, toiletries or emerging lifestyle ranges. The show naturally attracts innovation across these areas, giving buyers a realistic snapshot of what is shaping the market. By keeping the platform open and responsive, Harrogate ensures retailers can discover the full breadth of products today’s parents are seeking. Beyond sourcing products, what role does Harrogate play in bringing the industry together? Harrogate is where the industry reconnects. Ordering online or over the phone means the person at the other end is essentially an unknown entity. You do not hear the story, the passion or the problem a product was created to solve. Meeting suppliers face-to-face changes everything. Retailers often discover the journey behind a product, the belief driving the brand and the human connection that makes selling to parents easier. You are not just offering an item, you are sharing a story. Harrogate is where those stories come to life. Retailers have busy schedules. What should they make time for to get the most from the event? Appointments with familiar brands are important, but the real magic often happens in the aisles. Many independents say their best-selling discoveries came from exhibitors they had not planned to visit. Making time to browse new and unknown brands, particularly in the New Brands Zone, can reveal the next must-have product before it reaches consumers’ social feeds. With innovation across every category, giving yourself space to wander, compare and be inspired is one of the most valuable parts of attending Harrogate. Looking beyond this year, how do you see Harrogate evolving, and what should visitors take away from attending the UK’s only nursery trade event? Harrogate will continue evolving with the needs of the UK nursery trade, but its heart remains unchanged. For 57 years, it has been the place where the industry comes together, where products are understood, relationships are built and business stays personal. At a time when high streets are under pressure and so much buying happens online, protecting human-tohuman interaction has never mattered more. Losing the UK’s only nursery trade show would have a profound impact. Manufacturers and suppliers would lose a vital platform for innovation, while retailers would lose the shared knowledge that helps shape safer, better products for new parents. Harrogate keeps that connection alive, and the industry stronger for it.
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lightweight cabin stroller | birth to 22 kg (approx. 4 years) light overhead storage, can be carried hands-free, and for easy e
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Porto™ is engineered to fold down to the size of a carry-on
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List of exhibitors 2026 HALL A
Exhibitor Allison Baby: Joie, Graco, Nuna Bebe Beyond Dorel Juvenile: Maxi-Cosi Fraupow Hauck Ickle Bubba Nursery Today Obaby PEG PEREGO Swandoo TouchFinder Tutti Bambini
HALL C
Stand A9 A20 A7 A15 A5 A14 A1 A4 A6 A12 Registration Desk A2
HALL B Exhibitor Anker eufy Babymore BeSafe BIBS Cheeky Rascals Ltd. CuddleCo CuddleCo Done by Deer Halilit Hegen Hello Fresh Matchstick Monkey Murrays Health & Beauty Nursery Connections Rockit tonies
Stand B12 B10 B8 B9 B1 B2 B5 B7 B11 B13 B19 B14 B18 B20 B3 B16
Exhibitor 1 Two Kids:Sophie la girafe & BabyBliss BABABING Ltd. Baby Products Industry Association BTL Diffusion UK Ltd. Concept & Innovation Awards Finalist 1 Concept & Innovation Awards Finalist 2 Concept & Innovation Awards Finalist 3 Dreambaby EcoKinly HELLO BOO iCandy World Ltd. KUKULI MomCozy/ Babymoov by Go10 MuslinZ Petit Wagon Progressive Preschool Magazine Shady Car Sunshades Sheldon International Skip Hop Sweet Dreamers Ltd. The Red Kite Baby Co. Ltd. The Silicone Straw Company Will & Finch Woodvale Studios Ltd.
Stand C4 C13 C15 C11 C25 C26 C27 C8 C3 C19 C1 C35 C5 C24 C22 C16 C20 C10 C9 C6 C2 C18 C17 C21
HALL M Exhibitor BabyStyle UK Ltd. Chicco Cozy N Safe & Mercedes Nora Baby Silver Cross (UK) Ltd. Venicci
Stand M6 M5 M15 M8 M1 M2
*List correct at time of print 22
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STAND: Hall A, Stand: A5
hauck unveils colourful
Harrogate line-up Visit hauck at Harrogate to discover fresh colours, thoughtful innovations and an exciting first look at what is coming next.
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auck returns to the Harrogate International Nursery Fair with new products and updates across its Home and Move collections, including limited-edition colourways of its awardwinning Alpha+ wooden highchair, fresh shades across its pushchair range, and a first look at the new Alpha Fold. Colour is the focus for Hauck this year, running across every range from pushchairs and highchairs to travel cots. Three limited-edition shades of the Alpha+ highchair: Urban Green, Frosty Blue and Dusty Rose will be revealed at the show alongside the existing Alpha+ range, offering something to suit every family. The new colours give the family favourite a contemporary update that suits the pops of colour now found in many modern homes, whilst the natural materials, warm finishes and timeless design remain the same. Made from FSC-certified beech wood, the Alpha+ is designed to grow with the child. Its adjustable seat and footrest adapt as they grow, and with support for up to 90 kg, the Alpha+ can stay part of family life for years. A versatile range of accessories adapt the highchair for every stage. The additional newborn bouncer means even the tiniest family members can join mealtimes from the very start, seated at table level with everyone else. As they grow, they can move to the Alpha+ comfort seat reducer, which ensures correct posture and a snug fit with its high backrest and reinforced sides. The Alpha+ is not the only hauck favourite getting a colour update. Fresh shades will also arrive across several bestselling pushchairs in the range, including the Runner 2, Travel N Care and Shop N Care, giving each a new look that is as sleek as it is functional. Alongside the colour updates, hauck will debut a brand-new addition to the Alpha family. The Alpha Fold combines the benefits of a grow-along wooden highchair with a practical folding design. Retailers can see the limited-edition Alpha+ shades and the pushchair colour updates up close and try the Alpha Fold for the first time. Visit hauck at Hall A Stand 5 to discover the new collection.
info@hauckuk.com www.hauck.de/en
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Fresh colours. A lasting favourite. Our bestseller Alpha+ now in limited edition colours. A fresh look for a much-loved family companion. The Alpha+ brings soft new shades to the family table, combining contemporary style with the lasting strength of FSC®-certified beech wood. With an adjustable seat and footrest, it grows with every stage of childhood and beyond. Discover the new limited edition colours and bring a fresh highlight to your range.
Limited edition colours
Grows with the family
FSC®-certified wood
Accessories for every stage
Three soft shades for a fresh take on our bestselling highchair.
Adjustable seat and footrest. From 6 months, supporting up to 90 kg.
Crafted from strong, naturally beautiful beech wood.
Optional extras for newborn days, mealtimes and play.
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Soft tones. Strong style.
ALPHA+
Responsibility for tomorrow Many of our products – including the Alpha+, Beta+ highchairs and the learning tower – are made from FSC®-certified wood. This supports responsible forestry and contributes to protecting our environment. Forest Stewardship Council®
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feature HARROGATE PREVIEW
Graco Sets the Stage for a Standout Harrogate Showcase GRACO: Hall A, Stand: A9
Graco is gearing up for Harrogate Nursery Fair with a strong showcase planned. The showcase includes three new launches, two pushchairs and a car seat, and is set to give retailers and buyers an early look at the next wave of products from Graco. Marketing Manager Luisa RollinsSvensson says the team is ready for a busy show, adding: “Harrogate is always a highlight for us. It’s a great chance to catch up with familiar faces and meet new ones. We’re excited for what this year will bring and look forward to welcoming visitors on to our stand.” With fresh product news and a focus on strengthening retail partnerships, Graco is expecting strong interest across the three days. Retailers can secure appointments by calling 01889 808900 or emailing uksales@allisonbaby.co.uk, and explore Graco’s upcoming launches.
www.gracobaby.eu
BIBS introduces the Squeeze Spoon Feeder BIBS: Hall B, Stand: B9 BIBS is expanding its feeding collection with the new Squeeze Spoon Feeder, designed to make feeding at home and on the go simpler and more convenient. Launching in the UK in October 2026, the feeder allows parents to dispense food directly onto the spoon with a gentle squeeze, offering greater control over each mouthful. Its practical upright stand keeps the feeder stable between bites, while the liquid lock helps prevent leaks. A protective cap keeps the spoon covered when stored or carried in a changing bag. 26
Designed in Denmark with BIBS’ signature combination of thoughtful functionality and understated Scandinavian aesthetics, the Squeeze Spoon Feeder supports families as babies begin exploring new tastes and textures.
www.bibsworld.com
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Tutti Bambini l A new capsule nursery collection built on 40 years of family expertise, Origin lets parents mix and match nursery pieces to create a space that feels entirely their own.
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“After 40 years of getting to know families, we understand that a nursery isn’t just a room, it’s the start of a new chapter. Origin brings together everything we’ve learned in that time into a collection that lets parents make that space feel like home, on their own terms.” Gemma Rees, Marketing Director
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utti Bambini has announced the launch of the Origin Collection, a new capsule range of nursery furniture that marks 40 years of the brand’s expertise in understanding family life. Designed for the way families actually live today, Origin brings together the best of Tutti Bambini’s heritage in a collection built to be mixed, matched and made entirely personal. The room where a family begins should feel every bit as personal as the life being created within it. Origin is a collection of beautiful, practical pieces with elevated details (quilted cashmere-effect upholstery and patina brass handles among them) designed to be paired freely, so that parents can build a nursery that feels completely their own rather than following a single, fixed look. The launch arrives as Tutti Bambini celebrates four decades in business, and Origin has been shaped by everything the brand has learned about parents and their homes in that time. Nurseries are no longer planned in isolation from the rest of the house. Increasingly, parents want a space that sits comfortably within their existing style, reflects the way they already live, and continues to work as their family grows. They are preparing for an entirely new chapter of life, and they don’t want to leave their sense of home, or their personal taste, behind in the process. Origin has been designed with exactly that in mind. Pairing soft cashmere-effect textures with warm walnut for a considered contrast, or layering tonal, complementary finishes for a calmer and more coordinated feel, the collection allows parents to curate rather than simply furnish. It brings together core pieces from across the Tutti Bambini family; bedside cribs, cot beds, changing units, wardrobes and a range of accompanying accessories - all engineered to sit together effortlessly, whatever combination a parent chooses.
HALL A, STAND: A2
i launches Origin At the heart of Origin is a straightforward idea: furniture that works as a system, not a set. Rather than launching a single new silhouette, Tutti Bambini has drawn together pieces from six of its most-loved heritage ranges; Alba, Alba Mini, Como, Malmo, Modena and Riley. With this there is an Origin option to suit every taste and every home, from pared-back Scandinavian minimalism to warmer, more traditional interiors. Each range carries its own distinct character, but every piece has been selected and finished so that it can be combined with others across the collection without a single item looking out of place.
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Tutti Bambini celebrates four decades in business, and Origin has been shaped by everything the brand has learned about parents and their homes in that time.
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Also included within Origin is the brand’s CoZee range of bedside cribs, among them the newly launched CoZee Sense - the only crib in its category to feature a built-in sensory bar with soothing lights and gentle sounds, designed to engage and comfort babies at bedtime. Its inclusion reflects Tutti Bambini’s ongoing commitment to innovation within the collection, ensuring Origin serves not just the aesthetic needs of a nursery but the practical, everyday realities of settling a new baby. Every piece within the Origin Collection carries a bespoke logo, making it instantly identifiable as part of the range and signalling the thinking behind it: furniture designed to work beautifully with every other piece it sits alongside, regardless of style, finish or colourway. It is this flexibility, rather than a single
prescribed look, that defines the collection and sets it apart within the nursery furniture market. For Tutti Bambini, the launch represents more than a new product range. It is a distillation of 40 years spent understanding what parents need from their homes at one of life’s most significant transitions. The nursery is often the first space a family creates for someone they already love - a room filled with anticipation for the arrival still to come, and for the moments and memories that will follow. Origin has been built to meet that moment: to be loved as much as it is trusted, and to support families as they step into their next chapter. The Origin Collection will be available from November 2026, with pre-orders opening in October 2026. Further details, including full pricing and stockist information, will be announced in the coming weeks.
sales@tuttibambini.co.uk www.tuttibambini.com
feature HARROGATE PREVIEW ICANDY
iCandy: Hall C, Stand C1
sales@icandyuk.com | www.icandyworld.com
iCandy’s Award-Winning Collection 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 British business, established in 1933, continues to push boundaries with a forward-thinking collection of pushchairs and nursery products, combining considered design with practical solutions for modern family life. At the Harrogate Nursery Fair 2026, iCandy will showcase exciting developments across its award-winning pushchair portfolio, alongside some of its most-loved designs. Visitors will have the opportunity to discover the brand’s latest innovations, explore its distinctive approach to design and experience first-hand the quality and attention to detail that have become synonymous with iCandy. The Peach 8: 8 A new chapter in an iconic collection At the heart of the collection is the iCandy Peach 8, the latest evolution of one of the brand’s most recognisable pushchair 30
ranges. Bringing together distinctive styling and everyday practicality, the Peach 8 has been thoughtfully developed with the needs of growing families in mind. A key feature is its innovative folding carrycot, incorporated into the design to offer added convenience when it comes to storage and transportation. Particularly useful for families navigating busy lifestyles, the folding carrycot provides a more compact solution when the pushchair is not in use, without compromising on the considered design that defines the Peach collection. Designed to support families from the newborn stage and beyond, the Peach 8 reflects iCandy’s continued commitment to developing products that respond to the changing needs of parents.
With a focus on versatility, comfort and practicality, it brings together the features families value with the premium aesthetic for which the brand is known. The Peach 8 will be showcased alongside a carefully considered selection of beautiful colourways, demonstrating how thoughtful design details and contemporary styling come together across the collection. The Core 2: Multi-Award Winning Stroller The iCandy Core 2 continues to receive recognition for its thoughtful design, functionality and ability to meet the needs of modern families. The Core 2 has received Which? Best Buy recognition, highlighting its combination of quality, usability and considered design. It has also
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been awarded a Mumsnet 5-Star Award, reflecting positive acknowledgement of its parent-focused design and the practical details that support everyday family life. These accolades reflect iCandy’s ongoing commitment to creating products that balance distinctive design with the practical needs of parents. The Core 2 demonstrates how the brand continues to evolve its award-winning pushchair portfolio, bringing together innovation, versatility and the premium finish for which iCandy is known. The Pip: Compact design, considered details Also featuring within the collection is the iCandy Pip, a compact stroller designed with modern family life in mind. Combining iCandy’s signature styling with practical features, the Pip offers a streamlined option for parents seeking flexibility as they navigate everyday outings and travel. Its compact design makes it a natural addition to a portfolio that continues to respond to the diverse needs of families. Whether heading out for a day in the city or planning a family getaway, the Pip reflects iCandy’s approach to combining convenience with considered design. British heritage, forward-thinking innovation With a history spanning more than nine decades, iCandy’s heritage remains central to its approach. As a family-run British brand, it continues to bring together experience, craftsmanship and an ambition to challenge expectations within the nursery industry. At Harrogate Nursery Fair 2026, visitors will have the opportunity to experience this approach first-hand through an engaging brand experience designed to bring iCandy’s world to life. From discovering the thinking behind its products to exploring the history and design choices that shape the collection, the experience offers an insight into the people and passion behind the brand. British design and engineering underpin iCandy’s approach to product development, with an emphasis on creating products that balance aesthetics with functionality. From the selection of materials and finishes to the practical considerations of everyday use, thoughtful design remains at the centre of the collection. Sustainability also remains an important consideration in the brand’s ongoing development, alongside its focus on quality and longevity. By continuing to explore new ideas and refine its products, iCandy aims to deliver solutions that are relevant to contemporary families while maintaining the distinctive identity that has defined the business for generations.
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Discover iCandy at Harrogate Nursery Fair 2026 The Harrogate Nursery Fair provides an opportunity for retailers and industry professionals to discover the latest developments from across the iCandy collection, connect with the team and gain insight into the brand’s ongoing product innovation. With new additions to its award-winning range alongside established favourites, iCandy’s presence at the show will highlight the breadth of its portfolio and its continued commitment to supporting families through every stage of their parenting journey. From the latest developments in the Peach collection to the compact practicality of the Pip and the award-winning Core 2, the collection demonstrates how iCandy continues to bring together British design, innovation and considered functionality. Visitors are invited to come along, discover the latest iCandy collection and enjoy a drink with the team at the iCandy bar, while experiencing the latest chapter in the brand’s ongoing story of design-led innovation.
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CHICCO: Hall M, stand: M5
Innovation
Comes to Harrogate Chicco and Hubble Connected will showcase new innovations designed to meet the changing needs of modern families.
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hicco and Hubble Connected will be heading to Harrogate International Nursery Fair this October, giving retailers and industry professionals the opportunity to discover the latest developments from two established names in the nursery market. At the Chicco stand, retailers can expect to see exciting new additions to the brand’s Meraviglia collection. Built around the idea of longevity and flexibility, the latest products demonstrate Chicco’s continued focus on creating solutions that adapt to the changing needs of families, while combining practical functionality with contemporary design.
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key trends including multifunctionality, longevity and products that integrate naturally into the modern home. Hubble Connected will complement the display with its latest connected nursery technology. Hubble continues to develop products that go beyond simple remote viewing. Its latest technology incorporates smart features and AI-powered insights designed to make connected baby monitoring more intuitive and supportive for everyday family life. The GoBaby Portable+ is a key example, combining 2K Ultra Clear HD video with an attachable all-day battery and both WiFi and non-WiFi viewing, allowing parents to stay connected whether at home or away through the HubbleClub app. Both Chicco and Hubble will be using Harrogate to showcase how their latest developments respond to these changing expectations, while giving retailers a first look at what is ahead for the brands. For more information contact the below:
Chicco will showcase developments across its wider nursery portfolio, reflecting key trends including multifunctionality, longevity and products that integrate naturally into the modern home. Hubble Connected sales@rkwltd.com will complement the display with its 0333 220 6070 latest connected nursery technology.
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The new Bouclé Collection will also take centre stage, bringing a softer, more tactile aesthetic to some of Chicco’s much-loved nursery products. Designed around the growing demand for warm, welcoming family spaces, the collection combines cosy comfort with a contemporary, fashion-led finish. Alongside these latest launches, Chicco will showcase developments across its wider nursery portfolio, reflecting 32
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Designed for
Every Day New Adventures NUNA: Hall A, Stand: A9
From innovative car seats to stylish new collections and fashions, Nuna introduces thoughtful design and effortless functionality for modern family life.
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mong the standout introductions is the RELX wind, a new car seat designed with comfort and innovation in mind. Its integrated ventilation system circulates air within the seat. With adjustable reclining and remote-control functionality, the design brings additional innovation to the driving experience. For families who love to travel, the VIAA cabn offers a fresh perspective on compact mobility. Designed for cabin-compatible travel, the lightweight pushchair combines a compact fold with features that support both everyday outings and journeys further afield. Alongside these new product developments, Nuna’s latest fashions bring style to the world of parenting. The brand’s design-led approach reflects an understanding that practical baby essentials can also complement modern lifestyles. Whether navigating city streets, setting off on a family holiday or enjoying the everyday moments in between, Nuna’s newest arrivals are designed around the evolving needs of parents and children. Thoughtful functionality, refined aesthetics, and product innovation remain central to the brand’s approach. For those discovering the latest in premium baby gear, Nuna’s new collection offers an opportunity to explore how design can support the journey of modern parenthood - one adventure at a time.
Contact Details Senior Brand Manager, Anupriya Sharma – Anupriya.sharma@nunababy.com Brand Manager, Rhiannon Britten – Rhiannon.britten@nunababy.com 34
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Comfort, controlled Parenting with power assist
nunababy.eu/uk/
ACTIVE VENTILATION SYSTEM
REMOTE-POWERED COMFORT
Built-in ventilation system can be controlled remotely and offers three fan speed levels for customised yearround comfort.
Features five remoteoperated recline positions complete with a deep recline for customisable comfort in rear or forward seating direction.
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Retail Opinion Nursery Today caught up with Baby & Co’s owner Jeff Mills to find out why Harrogate is such an important date in their yearly calendar.
Harrogate Nursery Fair is an established date in the nursery trade calendar. Why is the event important to you and your business each year, and what does attending allow you to achieve? Some of my earliest memories are of the Harrogate Nursery Fair: the bluebells lining the road into town in spring, and being reluctantly dragged around every stand as a child! Baby & Co has been trading since 1982, and as a secondgeneration family business, the show has been part of our calendar for as long as I can remember. I always have a nostalgic soft spot for it. I think it’s important that we all get behind the UK’s own nursery trade show. We’ll have seen or heard about some of the launches already, but Harrogate is a chance to get hands on with the finished product before it officially launches. And I’m sure there will be some exciting new products that have been kept under wraps. For us, it’s where we can compare ranges side by side, talk things through face to face with our suppliers, and come away with a clear plan for the year ahead. What are you hoping to discover at Harrogate this year? Are there particular product categories, brands or new ideas that you’ll be looking out for as you plan your ranges? We’ve booked appointments with all our key brand partners, and I’m particularly interested in seeing what Silver Cross and BabyStyle have to present this year. As always, I’ll also be keeping a close eye on car seats, especially extended rear-facing, which remains at the heart of what we do. With the show a more manageable size this year, we’ve actually set aside time to wander the halls and look at brands we don’t currently deal with. In previous years it’s been impossible to fit everything in, so it’s a real opportunity. We might even get a lunch break! How valuable is Harrogate as an opportunity to meet and mix with likeminded people from across the nursery industry, share experiences and ideas, and perhaps pick up some inspiration from fellow retailers? It’s hugely valuable, and it’s probably the part of the show people 36
underestimate. Running an independent can be quite isolating. You’re dealing with the same pressures as everyone else, like online price competition, changing footfall and rising costs, but you don’t often get to compare notes. At Harrogate you do. Some of the most useful conversations I’ve had there have been with other retailers over a coffee or beer, not on a stand. You hear how someone else has handled a difficult supplier situation, what’s working in their store, or how they’re reaching new parents online. There’s a real generosity in the independent community, because we all know the specialist channel is stronger when we all do well. I also enjoy catching up with the reps I’ve known for years. Many of those relationships go back decades, and that kind of trust only really gets built in person. You leave Harrogate feeling part of something bigger than your own four walls. With so much to see at the show, how valuable is Harrogate for spotting emerging trends, meeting suppliers face-to-face and discovering products that could bring something new to your business? Walking the show floor is still the best way to see where the industry is heading. You can follow things online all year, but nothing beats seeing it in person. You get a real feel for what’s coming, whether that’s colours and fabrics, sustainability, smarter design or a change in how parents want to shop. Often a trend only becomes obvious when you see several brands heading in the same direction at once. Meeting suppliers face to face matters just as much. You can see and feel the quality, ask the awkward questions and understand the thinking behind a product, which is exactly what we then pass on to our customers in store. And there’s always something that surprises you. Some of the best products we’ve taken on were found on a small stand we nearly walked past. For a specialist retailer, having something new and different to offer customers is what keeps them coming back.
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Something New
to Discover
BTL DIFFUSION: Hall C, Stand: C11
BTL Diffusion returns to Harrogate with exciting new launches, established favourites and a growing portfolio of brands for UK nursery retailers.
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TL Diffusion is looking forward to returning to Harrogate Nursery Fair this year, with a host of exciting new products and developments to showcase to UK retailers. A key focus will be the latest innovations from Cloud b, including the new CloudiKids and Breathing Bear, alongside the full Skip Hop range following BTL Diffusion’s recent appointment as the brand’s distributor for UK and Ireland. The response from retailers to Skip Hop has already been hugely positive, and Harrogate provides the perfect opportunity to introduce the full range to even more of the UK nursery trade. Alongside these new developments, visitors will be able to explore BTL Diffusion’s wider portfolio of well-known nursery brands, with plenty of new products and ideas to discover. For Managing Director Graeme Hargreaves, the show is an important opportunity to showcase the products properly and spend time with the retailers who are at the heart of the business. “Harrogate is always an important date for us. We love showcasing our brands, our products and our new launches, but the real value comes from being able to talk to retailers about them, demonstrate the products and hear what they are looking for. There’s nothing quite like seeing a product up close and being able to explore what makes it special.” With a focus on innovation, quality and products that offer genuine value to families, BTL Diffusion continues to build a diverse portfolio designed to give retailers choice while bringing something different to the nursery market. Visitors to stand C11 will have the opportunity to explore the latest launches, discover new brands and products, and talk to the BTL Diffusion team about the opportunities for their business. “We’re really looking forward to seeing our existing customers and meeting new retailers at Harrogate,” Managing Director Graeme Hargreaves said, adding “There’s lots to see, and we’re excited to share what we’ve been working on.”
contact@btl-diffusion.co.uk | www.btl-diffusion.com
Nursery Today caught up with BTL Diffusion’s Managing Director Graeme Hargreaves to find out why Harrogate is such an important date in their diary and of course what visitors can expect when visiting their stand. What new products, launches or developments will BTL Diffusion be showcasing at Harrogate Nursery Fair this year, and which brands or products are you particularly excited to put in front of UK retailers? We have lots of exciting products to showcase this year. Cloud b has just launched CloudiKids and the new Breathing Bear, while we’ll also be showcasing our Skip Hop range following our recent appointment as the brand’s distributor for UK & Ireland. The response from retailers to Skip Hop has been fantastic so far, so we’re really looking forward to giving more retailers the opportunity to see the range for themselves. How important is Harrogate Nursery Fair within BTL Diffusion’s annual calendar? Harrogate is always a really important date for us. We love showcasing our brands, our products and, of course, our new launches, but there’s something special about being able to do that face-to-face. You can talk about a product on the phone or in an email, but nothing compares to having it in your hands, demonstrating it and showing retailers exactly what makes it so good. The conversations we have at Harrogate are invaluable. How do you identify the products and innovations that will add genuine value for retailers and their customers? For us, it’s about finding products that offer something meaningful. Whether that’s solving a problem, adding convenience or simply bringing something new and exciting to families. We look for quality, great design and a clear point of difference, but also products that give retailers a strong commercial proposition. 38
What will make the BTL Diffusion stand a ‘must visit’ destination? There will be lots for retailers to discover, from exciting new launches to the brands and products they already know and love. We want retailers to be able to explore the ranges, see the products up close and have a conversation with our team. It’s about creating an opportunity to discover something new, understand the products and leave the stand excited about what they’ve been and how our brands can add value to their business. Looking ahead to the next 12 months, what are the key opportunities and priorities for BTL Diffusion? Our priority is to continue building a strong, diverse portfolio and supporting our retail partners with great products, reliable service and good communication. The market continues to evolve, so listening to retailers and responding to what they and their customers need will remain central to our approach.
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Everything Nursery,
All in One Place MURRAYS HEALTH & BEAUTY: Hall B, Stand: B18 Today’s parents look for nursery products that combine quality, practicality and reassurance. From feeding and soothing to sleep, skincare, health monitoring and getting out and about, trusted products can make everyday family life that little bit easier. Murrays Health & Beauty, one of the UK’s leading distributors to the nursery sector, offers retailers an extensive portfolio of established and innovative brands. Its growing range includes VTech, Infantino, Nuby, Baby Dove, Dreamgenii, Tommee Tippee, Dr Brown’s, Childs Farm, LeapFrog, Lansinoh, NUK and OMRON, covering a wide variety of essential nursery and baby-care categories. Retailers attending the Harrogate International Nursery Fair can discover the latest products from across the Murrays portfolio in person. The team will be available to
showcase key ranges, discuss new opportunities and help retailers identify trusted products that meet the changing needs of parents and families. With convenience, wellbeing and reliability continuing to influence purchasing decisions, stocking recognised nursery brands can help retailers strengthen their offering and appeal to customers at every stage of the parenting journey.
www.murrayshealthandbeauty.com
Pushing boundaries
of design
ICANDY: Hall C, Stand: C1 iCandy continues to push the boundaries of design, innovation and functionality with beautiful new additions to its award-winning collection. Building on the success of its latest launches, including the iCandy Peach 8 and Pip compact stroller, the brand will showcase fresh developments across its pushchair portfolio at Harrogate, alongside much-loved iCandy favourites. From considered design details to versatile solutions for modern family life, visitors can discover what’s next from iCandy and get a glimpse of the latest additions to its growing line-up.
www.icandyworld.com
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We Have
Drift Off…. ROCKIT: Hall B, Stand: B3
Rockit are returning to Harrogate where they launched their original Rockit Rocker in 2017 - a product that has since gone on to sell a staggering 1 million pieces worldwide! The award winning sleep tech brand will be exhibiting their existing lineup alongside Rising Star, their brand new sleep training clock. Rising Star uses simple traffic light colours. Red signals it’s nighttime and time to stay in bed, amber lets little ones know morning is nearly here and green is the all-clear - officially time to start the day. A child-friendly system designed to give little ones the independence to understand time and give parents a few precious extra minutes (or hours) of rest. Where Rising Star truly takes off is in its built-in reward system. With every successful night’s sleep, parents can move the star a little higher up the strap. When it finally reaches the top, Rising Star erupts into a celebration of rainbow lights, and the child earns a star sticker to mark their stellar achievement. The result is gentle, consistent positive reinforcement that helps embed healthy sleep habits using small, visible wins that build routine and a sense of pride in their own sleep journey.
sales@rockitrocker.com
Retail Opinion
Nursery Today caught up with Little Stars Malta owner Edward Bugeja to find out why Harrogate is such an important date in his yearly calendar. Harrogate Nursery Fair is an established date in the nursery trade calendar. Why is the event important to you and your business each year, and what does attending allow you to achieve? Harrogate Nursery Fair is important to us because it gives us a dedicated opportunity each year to step away from the day-to-day and connect with the wider nursery industry in one place. As the UK’s only dedicated nursery trade exhibition, it brings together suppliers, retailers, buyers and new brands, making it a valuable environment for both business and relationship building. What are you hoping to discover at Harrogate this year? Are there particular product categories, brands or new ideas that you’ll be looking out for as you plan your ranges? This year, we’re particularly interested in discovering products that make a genuine difference to parents and babies - products that are practical, well-designed and solve an everyday problem. We’re always looking for that combination of innovation, quality and value rather than simply adding products for the sake of expanding a range. We’ll certainly be keeping an eye on new ideas around baby comfort, feeding, sleep, travel and maternity, as well as clever accessories that make everyday life a little easier for parents. There is also a lot of interesting development around technology and smarter nursery products, which is an area we’re keen to explore. How valuable is Harrogate as an opportunity to meet and mix with likeminded people from across the nursery industry, share experiences and ideas, and perhaps pick up some inspiration from fellow retailers? It’s hugely valuable. One of the things that makes Harrogate special is that it brings so many people from across the nursery industry together in one place. You can have conversations with retailers, suppliers, brands and other industry professionals that simply wouldn’t happen in the normal course of business. We really value the opportunity to share experiences and hear what other retailers 42
are seeing in their businesses - what is working for them, what customers are asking for and how they are responding to changes in the market. There is always something to learn from people who are dealing with similar challenges but approaching them in different ways. And, of course, there is the inspiration. Walking around the show, discovering new products and seeing how other businesses present their ranges can spark ideas that you may not have considered yourself. Sometimes it’s a conversation over a coffee or a chance meeting that ends up being just as valuable as the products you came to see. With so much to see at the show, how valuable is Harrogate for spotting emerging trends, meeting suppliers face-to-face and discovering products that could bring something new to your business? Meeting suppliers face-to-face is equally important to us. It gives us the opportunity to build a relationship beyond the product itself, understand the thinking behind a brand and have honest conversations about quality, pricing, availability and future development. Those relationships are particularly valuable when you’re looking to build a successful, long-term range. We also try to go to Harrogate with an open mind. Of course, there are particular categories and products we want to investigate, but some of the most exciting discoveries are the ones we weren’t expecting. Finding a new brand or a product that offers something genuinely different can open up completely new opportunities for the business.
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Time to explore
Bebe & Beyond BEBE & BEYOND: Hall A, Stand: A20
Making its official debut at Harrogate, Bebe & Beyond brings together thoughtful design, everyday practicality and nursery furniture made to grow with modern families. Bebe & Beyond is officially arriving at the Harrogate Nursery Show, introducing a new nursery brand created with real family life in mind. Born from years of experience in home and nursery furniture, and inspired by their own journey into parenthood, Bebe & Beyond was created to make choosing nursery furniture feel a little simpler. Their aim is to offer parents safe, practical and thoughtfully designed pieces without compromising on style. From cot beds that adapt as little ones grow to changing units designed for life beyond the baby years, the Bebe & Beyond collections balance longevity, functionality and considered design. Alongside their nursery furniture, their seating collection brings comfort to those feeds, cuddles and bedtime stories that become part of everyday family life. Visit them at Harrogate to discover Bebe & Beyond, explore the collections and meet the team behind the brand, or discover more at bebeandbeyond.co.uk
TEL: 0113 2715151 karl.hughes@bebeandbeyond.co.uk www.bebeandbeyond.co.uk 44
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All cheers with BabyStyle
BABYSTYLE: Hall M, Stand: M6
Visitors to this year’s Harrogate Nursery Fair can look forward to an exciting showcase from BabyStyle on stand M6, with both of its influential brands, egg and Oyster, unveiling new and innovative products, colours and design updates for 2027 and beyond. The premium egg brand will take centre stage with the first look at the highly anticipated egg4, featuring an array of exciting upgrades across touchpoints and textiles, alongside integrated carrycot height increasers designed to enhance both functionality and convenience. Over at Oyster, retailers can look forward to the upgraded Oyster Vee 2, alongside a selection of head-turning new colours for the Oyster4. Also making its much-anticipated debut is the coveted Oyster F-Lite, which BabyStyle is confident will prove a major hit with retailers. And, of course, no Harrogate Nursery Fair would be complete without BabyStyle’s renowned Sunday night party. Returning once again with its traditional gin bar, the event has become a much-loved Harrogate tradition and is certainly one not to be missed.
www.babystyle.co.uk
Time to celebrate
VENICCI: Hall M, Stand: M2
Venicci is marking 15 years in the nursery industry at Harrogate International Nursery Fair 2026. Visitors can find the team at Stand M2, Hall M throughout the show, where Venicci will showcase its latest products and exciting new launches for the year ahead. To mark the occasion, Venicci will host a special anniversary event on Sunday from 4pm, with cake, drinks 46
and music. It’s a chance to come together, raise a glass to 15 years of Venicci, and celebrate the retailers, partners and industry friends who have played an important part in the brand’s journey.
www.venicci.co.uk
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Discover what’s new from Ickle Bubba
ICKLE BUBBA: Hall A, Stand: A14
Known for combining premium quality, stylish design and practical innovation at affordable prices, Ickle Bubba is bringing an exciting line-up of new and upgraded products to this year’s Harrogate Nursery Fair. Taking centre stage is the Altair: a versatile double pram offering 14 configurations for growing families, alongside the premium Stomp Luxe Elements, upgraded Altima All Black and compact Aries and Pisces strollers. The latest additions extend beyond pushchairs and travel systems, with the new Flip Pro highchair showcasing Ickle Bubba’s intuitive ‘flip and fold’ mechanism for effortless use and compact storage. Visitors can also explore the brand’s furniture collections and wider nursery range, offering retailers a complete portfolio of stylish,
practical products at accessible price points. Visit the Ickle Bubba team to discover the latest launches and see how the brand continues to bring premium quality and innovation to everyday family life. Sales enquiries please contact Jade Allen on the below:
jade.allen@icklebubba.com www.icklebubba.com
Designed for Growing Journeys
JOVIKIDS: Hall M, Stand: M8
RANGER2 focuses on practical adaptability, with thoughtful comfort features designed around the changing needs of growing children. JOVIKIDS’ RANGER2 is designed around the changing needs that emerge as children grow. One of its key features is a removable footrest, created for the transitional stage when a child has moved into forward-facing travel but may still benefit from additional leg support. As the child grows taller, the footrest can simply be removed. An extra-large canopy with UPF 50+ fabric also provides added shade and coverage for a more comfortable journey. Rather than focusing on features in isolation, RANGER2 brings these details together as part of a more adaptable approach to everyday family travel. For JOVIKIDS, the aim is simple: thoughtful design that responds to how children sit, grow and travel.
sales@norababyuk.com www.jovikids.com
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RED KITE: Hall C, Stand: C2
Red Kite
for every little moment Celebrating the gorgeous range of everyday nursery essential products that deliver.
C
elebrating their 21st birthday this year has been an exciting milestone for the team at Red Kite, some of whom have been there since the beginning. Exhibiting at the Harrogate show for the 20th time shows how important the fair is to them. It’s the ideal opportunity to reconnect with loyal customers and reach out to introduce the brand to new potential customers. Also, it’s a great chance to catch up with so many friendly faces. This year will showcase several new models within the updated Push Me range to feature more cabin size strollers which have proved to be so popular this year. The brand new Push Me Capri is set to follow the success we have seen this year with the Push Me Cruise 3 in 1 Travel System which includes a folding carry cot and an optional carry cot stand. All strollers will feature on trend earth colour palettes such as Chestnut, Mocha, Cashmere & Cookie that all evoke natural luxury tones that are bound to be popular as well as practical. Introduced last year, the cabin approved Push Me Explor is now available in Jet Black and Cookie and has been an absolute winner this year. Delivering on both style, practicality, quality and price, this stroller is an absolute joy to use every day as well as when travelling. Building on the success of the new Flossie character-based range, a soft and sumptuous luxe play range including a cosy new floor playmat with tummy prop pillow, a deluxe new Sit Me Up with added support and other toy play lines all presented in smartly UK designed packaging will surely be on everyone’s Christmas list. This range is in addition to the in-demand Woodland Walk and Rose & Ivy play lines that continue to sell out due to being so popular. All packaged in high-quality colour display boxes that also mean they always make ideal gifts for new borns. Stand out nursery lines this year have seen a phenomenal response to their updated Baya Bouncers – check out the quality and the price and be prepared to be amazed.
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Adding to the popular Feed Me Highchair range Red Kite will be launching the new Feed Me Yummi at Harrogate – a wooden simple folding highchair that can grow with young children and is finished to a high standard in modern truffle shades. Also introducing the new Little Helper Learning Tower, the answer to safe helping in the home to allow little ones to reach and join in with family activities. Both models are produced in high quality wood and finished with a Truffle colour to suit modern home styles. Other key staples on show at Harrogate will include popular co sleepers and the popular Snooze Cribs now available in extra colourways and the award winning Sleeptight Travel Cots. Baby Walkers and entertainers have seen a return to popularity this past year and Red Kite is renown for the cheerful Baby Go Round range of walker and jumpers. The newly designed Baby Go Round Twist has had a face lift with new colourways and toy bar and is already flying off shelves. The award winning Sway Swing continues to be a popular choice for parents with the stylish design and value it provides with the soft and supportive seat designed for new borns. Lots to see and this is just a small selection of the amazing range that Red Kite are proud to present at Harrogate this year. Their friendly team look forward to seeing you there!
Contact Emily Tucker on the below for more information. e.tucker@redkitebaby.com www.redkitebaby.co.uk
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Retail Opinion Nursery Today caught up Baby Luv’s Operations Manager Adele Donson to find out why Harrogate is such an important date in their yearly calendar. Harrogate Nursery Fair is an established date in the nursery trade calendar. Why is the event important to you and your business each year, and what does attending allow you to achieve? We always look forward to a trip to the Harrogate Nursery Fair. For us, it’s an important date in the nursery trade calendar and a valuable opportunity to see what changes and developments are coming to the industry. As a small family business, attending helps us look beyond the day-to-day running of the business and think about where we need to go next. It gives us the chance to see new products and ideas, understand the direction the industry is moving in, and consider how we can continue to develop and grow. Most importantly, it helps us plan for the future and make informed decisions about the direction we want to take our family business. What are you hoping to discover at Harrogate this year? Are there particular product categories, brands or new ideas that you’ll be looking out for as you plan your ranges? This year, we’re hoping to discover new and exciting products that will bring something different to our range and offer real value to our customers. We’ll be looking at new ideas across the nursery sector, as well as keeping an eye out for brands that share our values and could be a good fit for our family business. We’re particularly interested in seeing what’s new, what’s changing and what ideas are coming through that could shape the future of the nursery market. Harrogate is a great opportunity to discover products we may not otherwise come across while being able to offer our customers something special. How valuable is Harrogate as an opportunity to meet and mix with likeminded people from across the nursery industry, share experiences and
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ideas, and perhaps pick up some inspiration from fellow retailers? There’s a real sense of community at Harrogate. Running a small family business can sometimes feel like you’re working in your own little bubble, so having the opportunity to meet other retailers and people from across the nursery industry is really valuable. It’s great to share experiences, talk about the challenges we’re all facing and hear how other businesses are approaching things. You can learn so much from those informal conversations, and often it’s a simple idea or a different way of doing something that can really make you think. With so much to see at the show, how valuable is Harrogate for spotting emerging trends, meeting suppliers face-to-face and discovering products that could bring something new to your business? Harrogate is incredibly valuable for us because you are seeing products and meeting suppliers face-to-face. You can get a much better feel for a product when you can see it, handle it and talk to the people behind it. It is also a great way of spotting trends and getting a sense of where the nursery industry is heading. We’re always looking for products that could bring something new and different to our business, rather than simply adding more of the same. The conversations with suppliers are just as important as the products themselves. Building relationships, understanding their plans and discussing what’s coming next helps us decide which products and brands are the right fit for our customers and for the future of our family business.
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Cheeky Rascals
returns to Harrogate CHEEKY RASCALS: Hall B, Stand B1 Explore Cheeky Rascals’ growing portfolio of innovative baby and nursery brands at Harrogate Nursery Fair, including the latest addition, LouLou Lollipop. Head to Cheeky Rascals on Stand B1 at this year’s Harrogate Nursery Fair, where the team will be showcasing its range of innovative and market-leading baby and nursery products from well-known brands including Baby Brezza, Owlet, Fred Safety, Lascal and Potette. Visitors will also get a first look at the colourful and stylish baby essentials range from Canadian brand LouLou Lollipop, which joined the Cheeky Rascals portfolio earlier this year. From clever feeding and sleep solutions to safety, travel and everyday parenting essentials, Cheeky Rascals’ extensive portfolio brings together trusted products across key categories. Rockit will also be exhibiting on Stand B3, showcasing its award-winning range of products designed to help babies and parents enjoy better sleep.
Hall B, Cheeky Rascals Stand B1 | Rockit Stand B3. www.cheekyrascals.co.uk
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Fresh looks, smart solutions With a focus on colour, practicality and value, hauck is bringing a fresh selection of products and updates to this year’s Harrogate Nursery Fair. Helen Robinson, Head of Sales, UK & Ireland, tells Nursery Today about the latest additions to the Alpha+ range, the new Alpha Fold and the brand’s plans for the year ahead. What new products and launches will hauck be bringing to Harrogate Nursery Fair this year, and which products are you particularly excited to introduce to UK retailers? We have lots of exciting new products and product updates at Harrogate this year, but I’m particularly excited to reveal the limited-edition colourways of the Alpha+ highchair. The Alpha+ has been a family favourite for over 50 years and has won many awards, and now we have three beautiful new colours: Urban Green, Frosty Blue and Dusty Rose. They feel very fresh and complement the other colours in the range, which include natural woods as well as white, grey and black. These new pops of colour are perfect for homes that want to add a little colour in a fun way, and we’re sure children will love a pink, blue or green highchair. How important is Harrogate Nursery Fair within hauck’s annual calendar, and what makes the show such an important meeting point for the brand and its retail partners? It’s a fabulous show, and we’ve been exhibiting there for five years. It’s our chance to present what we’ve been developing to our retail partners in person, and it’s always an exciting time for both us and them. It’s a brilliant opportunity for retailers to see our products in the flesh, plus we love catching up with our industry colleagues. 54
What can retailers expect to see from hauck in terms of product development and innovation, and how are you responding to the changing needs and expectations of today’s parents? Our customers are always our priority. We listen to what they want and adapt to this. In a market that’s packed with products, we want ours to stand out for their design, practicality and safety.
“
Our retailers know how brilliant our products are, and that shows in the years we’ve worked with some of the biggest names on the high street and online. We’re excited to show them our latest range, and we also welcome any new retailers who may not know us yet.
”
The new Alpha Fold combines all of this, offering the benefits of a grow-along wooden highchair with a practical folding design for those with limited space, or for those who simply don’t want the highchair around the kitchen table 24/7. As well as the highchairs, we’ve got fresh shades
across our pushchair ranges to suit the way parents want their homes to look and their individual lifestyles. At a time when the cost of living is high, we’re fortunate to be able to maintain a purse-friendly price point. With exhibiting brands competing for retailers’ attention at Harrogate, what will make the hauck stand a ‘must-visit’ destination at this year’s show? Our retailers know how brilliant our products are, and that shows in the years we’ve worked with some of the biggest names on the high street and online. We’re excited to show them our latest range, and we also welcome any new retailers who may not know us yet. I hope our designs will entice them. Looking beyond Harrogate, what are hauck’s key priorities for the year ahead, and what opportunities do you see for the brand and its retail partners in the UK market? We want to keep making our customers happy with innovative products. We design items that are reliable, affordable and stylish, and we pride ourselves on that. In the year ahead, our focus is on building on this era of colour and bringing the Alpha Fold to more families. We see real opportunity for our retail partners in offering parents products that look great in the home and are also good value, especially when budgets are tight.
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Babymore’s biggest range refresh
BABYMORE: Hall B, Stand 10
Babymore unveils a major evolution of its collection at Harrogate, with extensive newness across furniture, wheeled goods and nursery essentials. Babymore is preparing to reveal its biggest range refresh to date at this year’s Harrogate Nursery Fair, marking a significant evolution of the brand’s furniture and travel offering. Visitors can expect a substantial line-up of new launches, including contemporary new furniture collections, fresh colourways and an extensive expansion of the wheeled category. The new travel range will include pram and travel systems, compact strollers, a twin, all-terrain jogger and tandem single-to-double options, giving retailers greater choice across a broader mix of lifestyles and customer needs.
The wider refresh creates a more comprehensive and designled Babymore collection, combining established favourites with a strong pipeline of newness across key categories. Harrogate will be the first opportunity to see much of the new range together, giving retailers an early look at the direction of the brand ahead of launches from the end of 2026.
michaela@babymore.co.uk www.babymore.co.uk
Discover more
with Joie JOIE: Hall A, Stand: A9
The Harrogate Nursery Fair is the perfect opportunity to discover some of the latest additions to the Joie collection. The team will showcase new products including the i-Harbour Pro Breeze, featuring a design focused on airflow to help keep babies cool while travelling. Joie will also present a new range of accessories, including bags and footmuffs, alongside its latest designs. Visitors can explore the i-Harbour Pro Breeze and wider Joie collection at the show, with plenty to discover across the range.
uksales@joiebaby.com www.joiebaby.com
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Meet CuddleCo at Harrogate CUDDLECO: Hall B, Stand: B5 CuddleCo returns to Harrogate International Nursery Fair this October, bringing an exciting line-up of new launches to stand B5. Visitors will be among the first to discover CuddleCo’s latest nursery furniture collections, including the new Somerton range and Clara Bobbin, alongside fresh additions across textiles, storage and play. Expect an interiors-led showcase designed to inspire retailers and offer a first look at what’s coming next from the brand.
With even more newness to discover across CuddleCo’s growing nursery and toddler categories, make sure stand B5 is on your must-visit list this October.
sales@cuddleco.co.uk www.cuddleco.co.uk
Award winning teething
meets Iconic British brand MATCHSTICK MONKEY: Hall B, Stand: 14 Matchstick Monkey expands its award-winning oral care range with new launches and an exciting collaboration at Harrogate 2026 At Harrogate Nursery Fair 2026, Matchstick Monkey will showcase exciting new additions to its oral and teething ranges, alongside a very special collaboration with iconic British designer Lulu Guinness. Building on the success of the Baby Electric Sonic Toothbrush, the new Dental Kit brings together everything parents need for baby’s brushing routine, including a Finger Toothbrush with case, Baby Electric Sonic Toothbrush and naturally formulated Foam Toothpaste. The new Vibrating Teether combines Matchstick Monkey’s trusted teething expertise with gentle vibrations and bumps to help massage sore gums and ease teething discomfort. The limited-edition Matchstick Monkey x Lulu Guinness collection brings Lulu’s iconic signature prints to a beautiful selection of baby essentials, including stylish teethers, a gorgeous baby changing bag and beautiful teething starter sets. Visit Matchstick Monkey’s stand to discover these exciting launches and explore the full awardwinning teething, dental, gifting and bath time ranges.
info@matchstickmonkey.com www.matchstickmonkey.co.uk 56
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HALL M, STAND: M5
Forward
thinking with Chicco With Harrogate Nursery Fair providing an important opportunity to connect with retailers and showcase new products, Mike Acton, Category Director for Nursery at RKW, talks to Nursery Today about Chicco’s latest innovations, the changing needs of modern families and the brand’s plans for the UK market. How important is Harrogate Nursery Fair within your annual calendar, and what makes the show such a valuable opportunity to connect with UK retailers? Harrogate Nursery Fair remains one of the most important events in our annual calendar. As the UK’s leading nursery trade exhibition, it provides a unique opportunity to meet face-to-face with retailers from across the country, showcase our latest innovations and gain valuable insight into the needs of both the trade and today’s parents. While digital communication plays an important role, nothing replaces the conversations and product demonstrations that happen in person. Harrogate allows us to strengthen existing relationships, introduce new products and discuss market trends directly with our retail partners. It’s also an excellent platform for retailers to experience the quality, functionality and design of our products first-hand, helping them make informed decisions for the season ahead. The show continues to bring together the nursery industry under one roof, making it an invaluable event for networking and business development.
child, offering greater value and adaptability for modern families. Alongside this, we’re continuing to invest in premium materials, contemporary design and solutions that simplify daily routines without compromising on quality or safety. Sustainability and durability also remain important considerations within product development, as parents increasingly look for products that are built to last. Across our portfolio, our goal is to deliver thoughtfully designed solutions that support families from the earliest stages of parenthood and beyond.
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Chicco has a long heritage of developing products around the needs of families. What are the key areas of innovation and product development currently shaping the brand’s offering? At Chicco, innovation has always been driven by a simple principle: understanding the real needs of parents and children. Today, we’re focused on developing products that combine practicality, comfort, safety and longevity, helping families navigate everyday life with confidence. We’re seeing particularly strong demand for multifunctional products that grow alongside a
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This year’s stand will offer retailers an exciting preview of what’s next for Chicco. Visitors will be among the first to see new additions to our premium Meraviglia collection, alongside developments across our wider nursery portfolio.
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With so much to discover at Harrogate, what can retailers expect to see on the Chicco stand that will make it a must-visit destination at this year’s show? This year’s stand will offer retailers an exciting preview of what’s next for Chicco. Visitors will be among the first to see new additions to our premium Meraviglia collection, alongside developments across our wider nursery portfolio. We’ll also be showcasing the new Bouclé Collection, which brings a stylish, contemporary aesthetic to some of our most-loved nursery products. Our team will be on hand throughout the show to demonstrate product features, discuss
merchandising opportunities and share our plans for the coming season. We want visitors to leave with a clear understanding of how Chicco continues to innovate while delivering trusted products that resonate with today’s parents. Looking ahead to the next 12 months, what are Chicco’s key priorities for the UK market, and how do you see the brand continuing to develop and support its retail partners? Our focus over the next 12 months is to continue strengthening the Chicco brand in the UK through product innovation, enhanced retailer support and a commitment to delivering value for families. We will continue to invest in new product development across key nursery categories, while ensuring retailers have access to the tools, training and marketing support they need to maximise sales opportunities. Building strong partnerships remains central to our strategy, and we’re committed to working closely with retailers to understand local market needs and respond to changing consumer behaviours. As the nursery market continues to evolve, we see significant opportunities for brands that combine trusted heritage with meaningful innovation. Chicco’s ambition is to remain a leading choice for parents by delivering products that offer genuine benefits, while helping our retail partners grow through a strong, collaborative relationship.
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feature HARROGATE PREVIEW
Retail Opinion Nursery Today caught up with Faruk Giray, UK Country Director of ebebek to find out why Harrogate Nursery Fair is important to the business. Harrogate Nursery Fair is an established date in the nursery trade calendar. Why is the event important to you and your business each year, and what does attending allow you to achieve? Harrogate is an important event in the nursery calendar for us because it brings so much of the industry together in one place. As we continue to grow ebebek in the UK, it gives us a valuable opportunity to meet existing partners face-to-face, connect with new suppliers and get a broader view of how the market is evolving. At ebebek, we aim to support parents and caregivers across a wide range of needs, categories and budgets, so attending is not simply about sourcing products. It is also about exchanging ideas with our partners, understanding what is changing across the sector and bringing those insights back into our range and commercial decisions. Ultimately, that helps us build an offer that is relevant to UK families. What are you hoping to discover at Harrogate this year? Are there particular product categories, brands or new ideas that you’ll be looking out for as you plan your ranges? We will be looking across categories rather than focusing on one particular area. Breadth of choice is an important part of the ebebek proposition, and a key priority for us is continuing to develop our good-better-best approach, giving families strong options across different needs and budgets without compromising on quality. We are also keen to discover new brands, products and innovations that could complement our existing offer. For us, the opportunity is not simply to add more products. It is about identifying products that solve a genuine need, make life easier for parents or offer something meaningfully different. How valuable is Harrogate as an opportunity to meet and mix with like-minded people from across the nursery industry, share experiences and ideas, and perhaps pick up some inspiration from fellow retailers? That exchange of ideas is one of the most valuable aspects of Harrogate. Bringing retailers, suppliers and other nursery specialists together creates conversations that are difficult to replicate in the normal course of business. As a business that is still building its presence in the UK, listening and learning from the wider nursery community is particularly valuable to us. We can also bring our own perspective from ebebek’s experience in baby and parenting retail. Formal meetings are important, of course, but some of the most useful insights and ideas can come from the casual conversations that happen throughout the show. With so much to see at the show, how valuable is Harrogate for spotting emerging trends, meeting suppliers face-to-face and discovering products that could bring something new to your business? Being able to see and experience products first-hand, while speaking 58
directly with the people behind them, is extremely valuable. In our category, where parents often need guidance as well as choice, understanding the product, the need it addresses and the expertise behind it really matters. We are always interested in innovation and emerging trends, but we are also selective. Innovation needs to have a clear purpose and offer meaningful value to parents and caregivers. Harrogate gives us the opportunity to explore those developments while identifying brands and partners that can strengthen our proposition and support ebebek’s long-term growth in the UK.
Showcase of
innovation
BeSafe & VOKSI: Hall B, Stand B8 Following a hugely successful year for both BeSafe and VOKSI in the UK, this year in Hall B Stand B8, retailers will be able to discover the latest from both Scandinavian brands. The VOKSI range will be on display, showcasing its premium collection designed to keep little ones comfortable and protected throughout the seasons, including the recently launched VOKSI Huddle baby carrier. There will also be plenty of newness from BeSafe, with exciting innovations making their UK debut on the stand. A new seat that has been long in the planning will be on display ready for a 2027 launch. This long-awaited seat will build on the continued success of the awardwinning Beyond² concept, Stretch² and BeSafe’s wider car seat portfolio. The new introductions demonstrate the brand’s ongoing commitment to developing innovative solutions that prioritise safety and family life.
www.besafe.com
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JOIE: Hall A, Stand: A9
Life’s a breeze with i-Harbour Pro Breeze Harrogate Nursery Fair is always the ideal opportunity to see the very latest in innovation from Joie, and this year is no exception. Amongst a raft of new additions to the Joie fashions and accessories collection, is the new i-Harbour Pro Breeze.
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his spinning seat is designed for retailers who want to reassure parents with a complete, ready-to-go solution. The base is fixed to the shell for a seamless set up, while the integrated, 3-speed fan provides soothing airflow for little ones, at the touch of a remote. Suitable from 40 to 105 cm (birth to approximately 4 years) the i-Harbour Pro Breeze can be used in the rearward facing position from up until the child reaches 105 cm, or forward facing from 15 months and 76 cm up to 105 cm. I-Harbour Pro Breeze makes it easy to adapt to little ones growing needs thanks to the easy to use, one-hand, 6-position Grow Together headrest and harness system, which adjusts simultaneously with no rethreading of the harness needed. For little ones that get sleepy on the go, the five recline positions in both forward and rearward facing positions, will keep them comfortable on the journey. I-Harbour Pro Breeze meets the highest ECE R129 testing standards, with i-Size certification. With Joie’s Tri-Protect headrest, i-Harbour Pro Breeze offers high security with three layers of protection thanks to the patented Intelli-Fit memory foam. The detachable Guard Surround Safety pod adds extra side impact protection, while the reinforced steel inner shell increases the structural integrity of the seat. The smart ride lock off helps keep baby rear-facing until it is safe enough to turn them forward and the colour coded indicators clearly show when the seat is installed correctly, helping to keep little ones riding safer.
uksales@joiebaby.com www.uk.joiebaby.com
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Usage • 40 to 105 cm (birth to approx. 4 years) _ Rearward-facing: 40-105 cm • Rearward-facing with infant insert: up to 60 cm or when your child outgrows the insert _ Forward-facing: 15 months & 76 cm to 105 cm
Installation • One-time install for approximately 4 years with ISOFIX and load leg • 21-position load leg ensures the car seat is stabilized in various vehicle makes and models Safety • Meets the highest ECE R129 testing standards, plus i-Size certification • Tri-Protect headrest offers security with three layers of protection inside the headrest, included patented Intelli-Fit memory foam • Detachable Guard Surround Safety pod adds extra side impact protection • Reinforced steel inner shell increases structural integrity • Smart Ride lock-off helps keep baby rearward until it’s safe to turn forward • Colour-coded indicators confirm correct installation of the base to the vehicle Comfort • 3-speed integrated in-seat fan • One-hand, 6-position Grow Together headrest and harness system adjusts simultaneously with no re-threading of harness • 5 recline positions both rearward and forward facing • Removable infant insert included • 5-point harness with soft, padded shoulder covers • Premium, mesh fabrics for enhanced comfort Convenience • Remote operated fan to control from driver or passenger seat • USB-C power cable included to easily connect to your vehicle • Simple Swivel turning activators on both sides of the seat positioned where you naturally reach for an effortless 360° spin • One-pull tightens the 5-point harness • Buckle retention magnets keep the harness buckles positioned to the side of the seat
02/10/2026 13:37
nursery matters JOHN BARKER
Barking
Mad
john@pramland.co.uk
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This month Pramland’s John Barker looks ahead to Harrogate Nursery Fair, sharing his thoughts on the products, launches and innovations he is most eager to see. From exciting developments in car seats to anticipated updates across wheeled goods, John offers an independent retailer’s perspective on the brands, trends and conversations shaping the nursery market, while also highlighting one of the show’s greatest strengths, the chance to spend time with industry colleagues, discover something unexpected and enjoy the unique sense of community that makes Harrogate such a valued date in the calendar.
t’s October already! Who can believe it? I find myself saying more and more expressions I used to take the Michael out of my parents for using every day, and here’s another one, “This year has flown by!” Sounds silly, but it really has. We’ve been so busy this year, with two very successful product launches thanks to Venicci and Silver Cross, that our feet have hardly had a chance to touch the floor. I suppose I’d be moaning more if it had dragged and we’d been deathly quiet all year. There’s simply no happy medium. This month I want to look forward to the annual trip over to Harrogate, but first I want to mention something exciting coming out of Cybex HQ very soon. A couple of weeks ago, Cybex flew a few of us over to Bayreuth to visit their showroom so that we could get hands-on with their next range and successor to the T Line of car seats. Now, I must be very careful what I say right now as, by the time this article is published, I’ll still be bound by the terms of the NDA I signed. But here goes. We haven’t had a revolution in the car seat 60
industry for a few years. Not since Maxi-Cosi decided to push car seats into the world of the third dimension with the innovative SlideTech have we seen such a big leap forward. That is, until now. What Cybex has achieved with its new range is nothing short of staggering, and it truly puts parents-tobe in the driving seat when it comes to in-car safety. Again, I can’t really go into details, but this new system means parents-to-be no longer have to compromise when it comes to making that all-important direction-of-travel choice. I, for one, will be excited to see our stock start to arrive and I’ll be ensuring Cybex gets our full support with this brilliant new product range. Oh, and before I move on, a big THANK YOU to Luke for inviting us along. We had a fabulous time and your hospitality and professionalism were greatly appreciated. Ok, so let’s get on to the Harrogate show! While the exhibition may feel a little more compact this year, there could also be a real positive to that. A
As always, I’ve booked to stay for three nights so I can enjoy the whole weekend and make the most of everything the show has to offer. With appointments arranged with all my key brands, there’s also some extra time in the diary to wander the halls, catch up with fellow retailers and see what unexpected gems might be waiting to be discovered.
smaller show can often mean more quality time with the brands that are exhibiting, better conversations and the opportunity to take a more relaxed look around the halls. It can also be the perfect chance to discover products, suppliers or ideas that perhaps weren’t originally on the shopping list. I’m a real eager beaver when it comes to booking my trip to Harrogate and normally secure my hotel room around April. As always, I’ve booked to stay for three nights so I can enjoy the whole weekend and make the most of everything the show has to offer. With appointments arranged with all my
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key brands, there’s also some extra time in the diary to wander the halls, catch up with fellow retailers and see what unexpected gems might be waiting to be discovered. And, of course, with any spare time left, there’s always Christies! If you’re attending the show (or popping into Christies), do stop and say hello. It’s always great to catch up with friends from across the nursery trade. Now let’s get on to the show and what I’m expecting and hoping to see. Many of us will be entering the show through the main entrance, so let’s start right there at Venicci.
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2026 saw a completely new range for Venicci with the Upline 3, Claro 2, Tila and their fabulously popular Hunter collaboration, so I’m not expecting much in the way of new wheels for the show, possibly some new colours to keep things fresh? I am hoping to see them up their car seat offering by way of a customer musthave, the lie-flat position or even a next-stage modular seat. Fingers crossed. Just over the hall you’ll find Silver Cross, where I’m again not expecting huge changes, given they only launched their “one-piece fold” family this year. I am, however, expecting to see changes for the Reef. Given the level of promotional activity around this product, it feels like something is afoot at Silver Cross HQ. I would very much like to see some of the Cove 2 features make their way onto the Reef, and I think some parents would too. Final mention for Hall M has to be industry stalwarts Babystyle. Rumours have been abound for a number of months about an Egg 4, so that will be interesting, as many of you have told me that the Egg is in need of an injection of newness to revitalise it. For me, however, it’s all about Oyster. We so want a return to greatness for this brand and I sincerely hope Babystyle can pull an Oyster 5 out of the bag for us all to really get behind. In fact, I’d go as far as to say that, if I could only have one Harrogate wish granted, it would be for an Oyster 5 that was, in essence, an Oyster 3 with a folding carrycot, folding strap and a few little tweaks here and there. I’ve got everything crossed for this one. PLEASE ANDY!
As we pass into Hall C, I’m not expecting huge changes on the iCandy stand, as they also made some big launches in 2026. Possibly an update on the Halo car seat system? We’ll soon find out. Also in Hall C, you’ll find BabaBing, and I’ve seen what they’ll be showing off and, I have to admit, it’s brilliant! The brothers Robinson have listened and watched what the market is wanting, and they are bringing to us all something at a very good price that parents are guaranteed to like. If you don’t already deal with this troublesome trio (and Aiden), what are you doing? Good gear, good prices and they really do support us independents.
The next thing I’m really looking forward to getting my grubby hands on is over in Hall A, the Maxi-Cosi Oxford 2 (or is it Plus?). Having seen this all over TikTok after Cologne, we’ve had lots of interest from customers. Can this challenge the offerings from Silver Cross and Venicci? Something tells me it can, and that excites me. Finally, we may have a third basket for us to put our eggs in. And there you go, a quick whistle-stop tour of what I’m excited to see at Harrogate. But there is one more thing that I’m excited to see, in fact, it’s the thing I’m most excited about, all you people, the nursery trade family! So don’t be a stranger. Pop over, say “Hi!” and grab a snap. See you all in the halls and of course Christies!
INTRODUCING
Etta Beach Stripe Same iconic Etta Etta. A whole new feel feel. Refreshed in a timeless stripe for the modern nursery. Also available in Sea Salt Stripe.
For more information please contact sales@cuddleco.co.uk
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feature TRADE SHOWS
Azaria Founder and Managing Director Amber Steventon reflects on learnings from Kind & Jugend and why Harrogate Nursery Fair is an industry staple.
Why Trade Shows Still Matter to the N Amber meets up with Nursery Today’s Editor Penny Franks at Kind + Jugend
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here’s a particular energy to a nursery trade show. You can spend months looking at product images, reading launch plans and joining video calls, but nothing quite replaces walking the halls, seeing a new idea in action and hearing the thinking behind it from the people who created it. With Kind + Jugend having taken place in Cologne in September and this month Harrogate Nursery Fair being just around the corner, this is the time of year when our industry comes together. For brands, retailers, distributors, the media and PRs, both shows offer a chance to look beyond the day-to-day and ask a bigger question; where are we heading next?
New Launches, Real Reactions
Trade shows give brands a wonderful platform for new products. A launch can be seen, tried and discussed by buyers, journalists and industry peers within the space of a few days. That immediate response is incredibly useful. A photograph might show how a pushchair looks, but folding it yourself reveals how intuitive it feels. A furniture range may look beautiful online, but seeing its size, finish and adaptability in person tells a fuller story. Demonstrations bring the details to life – and they give brands the opportunity to hear honest questions while there’s still time to refine their messages. From a communications point of view, that matters enormously. The strongest product stories usually start with a clear understanding of what makes something useful and who it’s for. Shows help us get beyond a list of features to find the part of a launch that will mean something to a parent. They can also give smaller or newer 62
brands their moment. A thoughtful idea and a great demonstration can start a conversation with someone who might never have come across the brand otherwise. In a busy market, that face-to-face introduction can make all the difference.
Spotting the Trends Behind the Products One of the most valuable things about a show is the opportunity to see patterns forming. A single product launch may be interesting but when several brands approach the same challenge in different ways, it tells you something more about what families might need.
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One of the most valuable things about a show is the opportunity to see patterns forming. A single product launch may be interesting but when several brands approach the same challenge in different ways, it tells you something more about what families might need.
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At Kind & Jugend, the international mix gives us a wide view of the ideas being explored across markets. It’s a chance to look at everything from product design and materials to the way brands demonstrate ease of use and explain value. Which problems are they trying to solve? What has changed since last year? And, perhaps most usefully, which ideas feel genuinely helpful once you get your hands in them?
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18th - 20th October 20
e Nursery Industry For those of us working in PR and marketing, trend spotting also means listening to the conversations around the products. Parents’ priorities don’t stand still. Cost, space, convenience and longevity all influence buying decisions, but those needs play out differently from one family to another. A busy stand may tell us what has caught the trade’s attention, speaking to retailers and journalists helps us understand what might connect with parents once a product reaches the shop floor. Of course, it’s easy to get swept up in the excitement of a clever feature. The real test is whether it makes everyday life easier. Can a parent use it while holding a baby? Does it fit into a smaller home? Is its benefit simple to explain? Those are often the questions that turn an eye-catching launch into a lasting success.
The People Make the Show
Then there’s the part that’s harder to put into a show report; the people. The nursery industry is full of people who care deeply about making life better for families. Trade shows bring designers, retailers, manufacturers, distributors, journalists and agencies into the same space. Some conversations lead to orders or coverage, others lead to advice, introductions or simply a fresh way of looking at a familiar challenge. I always value those unplanned chats between appointments. You hear what
retailers are being asked for, what challenges brands are facing and what journalists are keen to explore. You reconnect with people you know and meet others who are bringing new ideas into the industry. That shared knowledge helps all of us do our jobs better.
Next Stop: Harrogate Nursery Fair
After the international perspective of Kind + Jugend, Harrogate Nursery Fair gives us an opportunity to bring the conversation closer to the UK market. Taking place from 18–20 October, it’s a chance to see how brands are presenting their latest products to retailers here, catch up with industry colleagues and continue the discussions that began in Cologne. For anyone attending, rather than exhibiting, my advice is to leave a little space in the diary. Go and see the launches you’ve planned to see but make time to wander too. Ask questions. Try things out. Speak to someone you haven’t met before. The most useful insight of the day might come from a stand you hadn’t intended to visit. Trade shows are busy, tiring and occasionally hard on the feet (trainers are essential IMO!). But they give us something valuable - time together, in person, to share ideas and understand where our industry is going. I’m looking forward to seeing what Harrogate has in store.
Azaria understand the importance of Harrogate Nursery Fair
Amber Steventon is the Founder and Managing Director of family-specialist PR Agency Azaria. Her expertise comes from 20 years’ experience working with some of the leading family brands in the nursery sector. Amber will be at Harrogate Nursery Fair so get in touch to see how Azaria can help your brand grow. Contact Amber on amber@azariapr.co.uk. nursery today
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spotlight LICENSED PRODUCTS
Full of character Licensed nursery products continue to deliver strong consumer appeal, spanning categories from plush toys to travel systems.
Cherished classics For over 55 years, Rainbow Designs has been sharing some of the world’s most cherished classic characters with new generations through beautifully crafted, high-quality licensed plush toys and gifts for little ones.
From the timeless charm of Peter Rabbit, Disney Winnie the Pooh and Paddington, to Guess How Much I Love You, Disney Dumbo, The Lion King and the new Care Bears Baby, Rainbow’s muchloved characters make every first cuddle, milestone and bedtime moment extra special. Rainbow’s extensive infant portfolio brings together best-selling and beautifully designed collections created with babies and their families in mind. From My First Plush and adorable Comforters to Ring Rattles, developmental toys and gentle sleep companions, each piece combines much-loved character, softness and thoughtful details for those precious early moments. Designed to be treasured long after those first cuddles, many become much-loved keepsakes to cherish and pass down through generations, adding an extra special quality to Rainbow’s licensed collections. New additions for the autumn include the adorable new Care Bears Baby collection, alongside two new Paddington Baby Gift Sets, each pairing a cuddly Paddington Soft Toy with either three coordinating muslins or Milestone Cards. Also now available is the irresistibly soft Lying Down Peter Rabbit Musical Soft Toy, perfect for soothing cuddles and sleepy moments.
TEL: 01329 227300 | www.rainbowdesigns.co.uk
Licensed for active toddlers MV Sports offers an excellent range of licensed indoor and outdoor activity toys that are perfect for toddlers! For indoor play, they have a great selection of playmats, play tents and ball pens that will keep kids entertained for hours.. Those looking to teach their child how to ride a bike or scooter will be delighted by their range of toddler sized trainer bikes and scooters. Their bikes and scooters are robust and sturdy, with training wheels and other features to ensure safety while playing. At Baby Brands Direct, there’s a great selection of MV Sports items available to wholesale customers. All items feature beloved licensed characters from popular franchises such as Bluey, Toy Story, Peppa Pig and Winnie The Pooh!
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Add a dash of Peek-a-boo fun for peppa Peppa fans iCandy and HASBRO’S Peppa Pig celebrated Pip Muddy Puddle at Battersea
iCandy brought its exclusive Pip Muddy Puddle colourway to life with a familyfocused activation at the Peppa Pig Store at Battersea Power Station from 21–23 August. The weekend celebrated the collaboration with character appearances from Peppa Pig, Mummy Pig and Evie, alongside colouring activities and opportunities for families to discover the new compact travel pushchair. Inspired by Peppa Pig’s love of muddy puddle adventures, Pip Muddy Puddle combines a playful aesthetic with Pip’s practical design, including ultra- lightweight at just 7kg, one-handed fold, lie-flat seat and IATA cabin-approved.
www.icandyworld.com
Character Options is bringing fun and games from the world of Peppa Pig to its young fans with exciting new additions to its infant toys line-up. Peppa Pig Peek-A-Boo Peppa is an eight-inch feature plush toy which brings the classic game of peek-a-boo to life in a delightful, handson way. Perfectly sized for little hands, pre-schoolers and young fans press Peppa’s ear to start to play. As Peppa plays along with her peek-a-boo blanket, she utters familiar phrases, makes playful sound effects and plays music, making her a charming playtime companion. Families can build their own Peppa Pig Whizz-Around world with the Whizz-Around range, a beautifully colourful selection of track and vehicle-based toys – there are so many vehicles and track sets to collect. The latest addition is the Peppa & Evie Fun in the Park set. Featuring Peppa on her bike and her new baby sister Evie on a swing, the circular track which Peppa rides around is connected using an easy jigsaw system, making it perfect for small hands to assemble. When her head is pressed down, Peppa zooms around the track on her tricycle and passes Evie, whose swing can be activated by pushing it. Other accessories including a white fence, post box and tree can all be added to complete the scene and add more detail to fuel tiny imaginations. Both Peek-A-Boo Peppa and the Whizz-Around range are ideal for encouraging the development of early play skills, as youngsters create their own Peppa Pig world and take Peppa and her friends on exciting adventures within it.
TEL: 0161 633 9800 sales@charactergroup.plc.uk | www.character-online.com
Inspiring Early Learning through Play Splash with water to reveal
Peter Rabbit Bath Book TM
Plays a gentle lullaby
Peter Rabbit Lying Down Musical Soft Toy
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Peter Rabbit Fold Out Activity Book
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-www.rainbowdesigns.co.uk -sales@rainbowdesigns.co.uk -01329 227300
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02/10/2026 13:45
review KIND + JUGEND
Showcase of Kind + Jugend 2026 once again brought the international nursery industry together in Cologne, with three busy days of new product launches, networking and plenty of discussion around the trends shaping the market. From wheeled goods and car seats to babywearing, feeding, sleep and technology, the show offered retailers plenty to discover, with innovation and practicality very much to the fore.
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ind + Jugend 2026 came to a close on 17 September following three busy days in Cologne, with retailers, manufacturers, distributors and industry professionals from across the globe coming together to discover the latest products, discuss market developments and look ahead to the future of the nursery sector. A total of 666 exhibitors from 42 countries took part in this year’s event, with international exhibitors accounting for 92 per cent of the total. Around 15,000 trade visitors from 114 countries attended, with international visitors making up 78 per cent of the audience. Despite the challenging economic backdrop, visitor numbers remained broadly in line with the previous year. For UK retailers, there was plenty to explore, with familiar names including Joie, Nuna, Axkid, JoviKids, Peg Perego, Ergobaby, hauck, iCandy and BTL Diffusion, as an example, among the exhibitors. Their presence, alongside hundreds of established and emerging brands, highlighted the breadth of products and categories now represented at the Cologne event. The show also provided an opportunity to get handson with a host of new products and developments. Joie was among the major nursery names welcoming visitors to the show, with its latest products and developments on display including their newly launch porto. An IATAapproved, cabin-friendly lightweight buggy weighing 7.7 kg that folds down to carry-on size, suitable from birth with a flat lie-back recline. Visitors also got their first glimpse of the Joie i-Harbour Pro Breeze, featuring a design focused on airflow to help keep babies cool while travelling. Together with Nuna, the brand formed part of a particularly strong presence from the wider group, reflecting the continued importance of wheeled goods, car seats and travel products within the international nursery market. Nuna used its prominent presence to showcase a number of new launches and fashions,
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including the RELX wind, featuring 360-degree rotation, remote controlled ventilation and adjustable recline, alongside the VIAA cabin stroller, an ultra-compact, IATAcompatible model designed to fold quickly for travel. iCandy was also out in force, presenting its impressive portfolio of premium travel systems and pushchairs alongside its latest developments. The brand highlighted products including the Peach 8, Core 2, Pip travel stroller and Cocoon 360 car seat reflecting the continued focus on versatile, comfortable and longerlasting wheeled goods. Over at Ergobaby, babywearing remained firmly in the spotlight. The brand showcased its latest ergonomic carriers, alongside Tula’s collection and Belly Bandit’s pregnancy and postpartum range. Among the developments attracting attention was the Omni Lite, the newest addition to Ergobaby’s Omni family, designed as a lightweight, newborn-ready option for parents new to babywearing. hauck used the event to give visitors a first look at its latest collection, showcasing exciting new colours and product developments across both its Home and wheeled goods ranges. Highlights included the Alpha+ Limited Edition in three on-trend shades – Urban Green, Frosty Blue and Dusty Rose – as well as the fresh new colourways Teal and Claret for the popular Shop N Care. The brand also presented the Travel N Care 2, an updated version of its bestselling compact pushchair featuring new colours and further product enhancements. BTL Diffusion also brought a broad selection of its brands to Cologne, including Cloud b, Little Big Friends, CloudiKids and Petit Artichaut. The company used the show to unveil new products across its portfolio, including Cloud b’s Cookie, a musical and illuminated breathing bear designed to support calming bedtime routines.
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innovation Innovation takes centre stage
One of the highlights of the three-day event was, as always, the Kind + Jugend Innovation Award. This year’s competition attracted 80 entries from 23 countries, with 20 products shortlisted before six category winners were selected by an independent international jury. Sustainability was also introduced as a cross-category consideration this year, rather than remaining as a standalone category. The winning products covered a wide range of categories, demonstrating the diversity of innovation across the nursery sector. Winners included the Croozer Kid Lykke in Moving & Travelling, Chicco’s Meraviglia Learning Tower in Furniture & Facility, the Numi compact bilingual multimedia projector in Toys & Education, the OOGU Swaddle in Maternity & Kids Fashion, the Subo Food Bottle in Mom & Kids Care, and Kidô in Safety & Monitoring. The awards also placed a particularly strong spotlight on safety, mobility and newborn care. The additional Midwives’ Choice award, presented in partnership with Hebammentesten.de, recognised three products following assessment by a jury of midwives. Taking the top Midwives’ Choice award was Axkid Zero Pro. The infant car seat has been developed with particular attention to newborn anatomy, including support for the head, neck and spine, as well as positioning and breathing. According to Axkid, the seat weighs 2.5kg and has been developed to accommodate newborns from 40cm. For Axkid, the recognition added another significant moment to what has already been a busy year around newborn and child passenger safety. The Zero Pro award also underlined the continued interest in products that combine safety considerations with practical features for everyday family life.
navigate some of the latest launches, while the Start-up Area provided a platform for more than 20 young companies to present new ideas and products. International pavilions from China, Hong Kong, Italy, Spain, Taiwan, Turkey, the US and Canada added further variety to the exhibition floor. Kind + Jugend also continued its social responsibility initiative with Diakonie Michaelshoven, with around 20 exhibitors donating products from their stands at the end of the event to support social projects in the region. For the nursery trade, the Cologne show remains an important opportunity to step away from the day-to-day and see what is coming next. From compact and travel-friendly products to developments in car seat safety, babywearing, sleep, technology and everyday nursery essentials, Kind + Jugend 2026 provided plenty of food for thought for retailers planning their ranges for the months ahead.
Looking to the future Away from the stands, the show’s central theme of ‘Growing with AI - New opportunities for the baby & toddler products industry’ provided plenty of discussion. Artificial intelligence featured across the event, from product development and technology to the way retailers and consumers may interact with products in the future. The Trend Space provided a particular focus for discussions around AI, safety, sustainability and the changing nursery landscape. The New Product Trail also offered retailers a useful way to
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Date for the diary Kind + Jugend 2027: 7th-9th September www.kindundjugend.com
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review KIND + JUGEND
Clear focus with iCandy Kind + Jugend 2026 was a strong show for iCandy and, as always, provided the perfect opportunity to build anticipation around upcoming newness for the brand.
Peach 8 made its international debut, with the Coffee Bean colourway drawing particular praise. Pip also earned a special mention from a number of visitors. Sentiment at the show was broadly optimistic, and iCandy had a clear focus on building new business and fresh contacts, while also strengthening existing relationships. Conversations were purposeful, and the appetite for quality and innovation was plain to see. The value placed on British design and engineering was a recurring theme in conversations, with iCandy’s UK-based in-house development striking a chord with visitors from a range of markets.
Big adventures, compact companion A standout at Kind + Jugend 2026, hauck’s Travel N Care 2 marks the next generation of this pushchair, already celebrated with numerous UK awards. Designed to make family outings easier, it features a longer backrest with a lie-flat recline and an extended sun canopy for added comfort. A compact one-hand fold, automatic transport lock and practical carry strap keep adventures effortless. Suitable from birth to 22 kg, it combines thoughtful features with fresh styling. Launching in five new colours – Black, Blackberry, Olive, Soft Greige and Hazel – it is ready for city strolls and family holidays. Sales enquiries contact: info@hauckuk.com
www.hauck.de/en
www.icandyworld.com
Tula reimagined
Tula relaunched with a bold new positioning: motherhood as a form of selfexpression, not a departure from it. Since 2009, Tula has built its identity on expressive patterns and thoughtful design and the relaunch sharpens that focus, pairing fashion-forward prints with genuine comfort and support for parent and baby alike. The message is clear: what you wear after becoming a mother should still say something about who you are. This signals Tula stepping firmly into the style-led segment of babywearing, positioning carriers as a statement piece rather than just a functional accessory, a compelling proposition for retailers courting fashion-conscious new parents.
www.babytula.com
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BPIA notice board Innovation, expertise and industry support take centre stage at
Harrogate Visitors to Harrogate International Nursery Fair this October are invited to make a beeline for Stand C15, where the Baby Products Industry Association (BPIA) will be bringing together some of the most exciting new product ideas in the nursery sector, alongside expert advice, industry support and a very special awards finale. With the nursery industry continuing to evolve at pace, the BPIA is once again using this year’s show as an opportunity to showcase innovation, celebrate emerging talent and the practical support available to businesses across the sector. A major attraction on the BPIA stand will be this year’s Concept & Innovation Awards, showcasing three innovative product concepts shortlisted for the final stage of judging at Harrogate. Created to recognise fresh thinking and new ideas within the nursery industry, the awards give designers and businesses the opportunity to put their concepts in front of a leading industry audience. The three finalists will be showcased on Stand C15 throughout the show, with the final judging taking place at Harrogate ahead of the winner being announced on Sunday 18 October 2026. This year’s finalists are Eimear Campbell with Swishroll – an ingenious aid for cleaning stroller wheels; Natasha Artwell with Little Pair – a new concept in portable support for twins; and Hegen with a multifunctional premium feeding and drinkware system. The awards are once again sponsored by Brabners, the specialist law firm with considerable expertise in intellectual property and product compliance. As well as supporting the awards, Brabners is providing the winner with a prize worth £1,000 in legal advice, giving the successful finalist valuable professional support as they take their product forward. For an emerging business or designer, having access to specialist advice at this stage can be invaluable – particularly when it comes to protecting intellectual property and understanding the increasingly complex world of product compliance. But the support package doesn’t stop there. The Concept & Innovation Awards winner will also receive a free support session from Plan A Product Development, offering practical product development expertise, as well as a mentoring session with Marc Hardenberg, Chair of the BPIA. Together, these prizes are designed to provide much more than a trophy. The aim is to give the winning entrant access to knowledge, experience and specialist guidance that can help turn an innovative concept into a successful commercial product.
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.
Meet the BPIA at Harrogate The awards are just one reason to visit the BPIA stand. Throughout the show, the team will be on hand to talk to manufacturers, suppliers, designers and other businesses about the benefits of being part of the association and the support available to members. As the voice of the baby products industry, the BPIA provides a platform for businesses to share knowledge, keep up to date with important industry developments and connect with others working across the sector. Harrogate International Nursery Fair provides an ideal opportunity to have those conversations face-to-face – whether you’re already a BPIA member, considering joining, or simply want to find out more about what the association does. There will also be another important organisation joining the BPIA on Stand C15 this year: Newlife, the BPIA’s charity partner and the UK’s leading charity dedicated to supporting disabled and terminally ill children. Newlife will be using the show as an opportunity to meet with businesses across the nursery industry and talk about the ways suppliers and manufacturers can help support its work. From fundraising and product support to corporate partnerships and other opportunities to make a difference, the charity is keen to open up conversations with companies across the sector. For Newlife, industry support can have a direct and lasting impact on the lives of disabled children and their families, making the partnership an important part of the BPIA’s presence at Harrogate.
Your invitation to Stand C15 With the Concept & Innovation Awards finalists on display, the final judging taking place live at the show, an exciting winner announcement, specialist legal and product development expertise available, and the opportunity to meet the team from Newlife, there will be plenty happening on Stand C15. So, whether you are exhibiting at Harrogate, visiting to source new products and ideas, or simply catching up with contacts across the nursery industry, make sure the BPIA stand is on your itinerary. Visit the BPIA on Stand C15 at Harrogate International Nursery Fair, 18–20 October, and be part of the conversation about innovation and the future of the nursery industry. nursery today
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feature JONATHAN FEINGOLD
South Korea’s Baby G In the latest instalment of his global nursery market series, Jonathan Feingold explores South Korea’s baby-products sector, a market shaped by one of the world’s most dramatic demographic stories, sophisticated consumers, intense urbanisation and a remarkable willingness to spend on fewer children.
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ome nursery markets are driven by fashion. Some by convenience. Some by technology. South Korea is driven by all three, alongside a growing belief that when you have fewer children, you give them more. It may be far from London, but for anyone who has visited Japan, China or Taiwan, South Korea is an important neighbouring market and well worth exploring. Influenced by both Japan and China, it is nevertheless very much its own market, with distinctive consumer habits and expectations. For years, South Korea appeared to be the nightmare scenario for anyone involved in nursery. Birth rates fell to just 0.72 in 2023, among the lowest rates anywhere in the world. But something unexpected has happened. Births have increased for two consecutive years. In 2025, South Korea recorded 254,341 births, up 6.7% on 2024, while the total fertility rate rose from 0.75 to 0.80, its highest level since 2021. It is far too early to declare the demographic crisis over, but the direction has changed. For the nursery industry, however, the more interesting question is not simply whether more babies are being born. It is what Korean parents spend on the babies they do have.
Fewer Children, More Spending
The Korean market increasingly reflects 70 nursery today
what is often described as the ‘gold kid’ phenomenon, fewer children but greater expenditure per child. The Korea JoongAng Daily reported in 2026 that the infant and children’s market was growing despite fewer births, with families spending more on each child and retailers expanding their baby and children’s departments to meet demand for premium products. This is something I have seen repeatedly in international nursery markets. When a family has one child rather than two or three, purchasing decisions change. The child becomes the centre of expenditure, grandparents may contribute, parents research more extensively and safety becomes increasingly important. South Korea takes this to another level. There is a strong cultural emphasis on giving children the best possible start, helping create an appetite for premium baby products. A £500 or £600 stroller may look expensive in isolation. But for parents who have waited years to have a child, it can be viewed very differently.
Start With the Stroller
Whenever I examine a new nursery market, I look closely at two categories: strollers and car seats. They are among the largest individual purchases parents make and reveal a great deal about a country’s priorities. South Korea tells a very different story from many other markets. It is overwhelmingly urban, with
more than half the population living in the Seoul capital region of Seoul, Gyeonggi and Incheon. Space matters. Cars matter. Elevators matter. Public transport matters. That helps explain the popularity of compact, lightweight and quickfolding strollers. Parents want to know: how quickly does it fold? How much space does it take? Can one parent lift it? Will it fit in the car? Can it be taken into a small lift? Can it be manoeuvred through a shopping centre? And does it look good while doing all of this? That last question is particularly important. South Korea also has four distinct seasons. Summers are hot, humid and wet, while winters can be very cold and snowy. As a result, the ideal stroller needs to be compact but capable, with good ventilation, sun and rain protection, a substantial canopy and a stable chassis without excessive weight. Parents may buy a substantial first stroller for newborn use and then add a much lighter compact stroller for travel, shopping and everyday urban mobility. This makes South Korea particularly relevant to manufacturers developing premium lightweight and travel products.
Premium Meets Practical
South Korea has a strong appetite for premium nursery brands, but this is not simply about buying the most expensive product.
Consumers are looking for quality, safety, design and confidence. A Baby News brand-preference survey found Bugaboo was the preferred stroller brand across deluxe, mid-range and portable categories, while Korean brand RYAN was the leading domestic name in the midrange and portable categories. The same research placed Britax at the top of the premium car-seat category, followed by Daichi and Cybex. These figures should not be confused with audited national sales shares, but they provide an insight into consumer preferences. RYAN is particularly interesting. Its parent company, AONE, has decades of experience in baby products and launched RYAN in 2008. The company says the brand has held the top position in the Korean stroller category of the First Brand Awards for 13 consecutive years through 2026. Whether that claim should be interpreted as national market leadership or not, the brand’s longevity is significant. RYAN has successfully occupied the space between premium functionality and practicality, which makes considerable sense in the Korean market.
Global Brands, Sophisticated Consumers
International competition is formidable, with Bugaboo, Cybex, Nuna, Joolz, Inglesina, Stokke, Britax and Joie among the brands with visibility in Korea.
y Gear Market A recent Korean Consumer Agency evaluation of eight portable strollers included Nuna, RYAN, Bugaboo, Stokke, Y-UP, Inglesina and Joolz. All eight passed the basic quality and safety requirements tested, although prices varied considerably, from around 312,000 won (£175) to 826,500 won (£459). That price spread is revealing. Korean parents are clearly not simply buying the cheapest product that meets the specification. There is room for significant price differentiation, provided the product gives consumers a reason to pay more. And Korean parents research extensively. They compare specifications, read reviews, watch videos, check prices, visit stores and physically examine products before often returning online to purchase. A recent South Korean e-commerce report estimated that 81.7% of online purchases in the baby and kids category were made via mobile devices. This creates an unusually transparent market. A parent can compare a £400 stroller with an £800 model within minutes and investigate whether the more expensive product delivers meaningful additional value.
Online, But Still Experiential The strength of digital commerce does not mean physical retail is disappearing. Shinsegae, for example, ran baby fairs across all 13 of its department stores in 2025, combining physical retail with online sales and more than 50 baby and children’s brands. In March 2026, it staged a nationwide stroller fair across all 13 stores, featuring premium brands and new products including Britax, Cybex and Artipoppe.
Lotte’s Jamsil department store has also hosted premium stroller brands and dedicated pop-ups. This is not simply retail. It is theatre. Parents can touch a stroller, fold it, compare it with another model and see how it might fit into everyday life before purchasing online. At the other end of the spectrum is Coupang. Its Baby & Kids events bring thousands of products together on one digital platform. In August 2025, it promoted more than 7,000 baby and childcare products from around 100 brands, including Joie, RYAN and Daichi. The distinction between online and offline is therefore increasingly blurred. Korean consumers expect both.
Safety Needs Proof
Car seats provide another fascinating insight. South Korean law requires children under six to use an appropriate child restraint system, but legislation is only part of the story. Parents are highly conscious of safety credentials and want evidence behind the claims. Consumer-preference research placed Britax at the top of the premium car-seat category, followed by Daichi, Cybex, Poled and Joie. Joie has also built strong recognition in Korea, with AONE reporting that the brand has repeatedly won Korea’s First Brand Award in the car-seat category. For international manufacturers, simply saying a product is safe is unlikely to be enough. European testing, independent results, engineering and brand credibility all form part of the purchasing conversation.
Understanding the Opportunity
There is no single independently audited dataset providing definitive
national market shares for every stroller and car-seat brand in South Korea. Consumer surveys measure preference, retailers reveal what they promote, marketplaces show availability and manufacturers provide their own claims. Together, however, they reveal a sophisticated market containing strong domestic and international brands, with different names particularly successful in different segments. The most interesting characteristic is the relationship between premiumisation and practicality. Korean parents are not simply buying foreign brands because they are foreign, nor domestic brands because they are Korean. They are looking for something that delivers: design, safety, weight, fold, materials, engineering, comfort and reputation. The brand gets you onto the shortlist. The product gets you the sale.
Fewer Babies, More Value South Korea’s nursery market is one of the great contradictions in global baby products. It has one of the world’s lowest fertility rates, yet births have recently begun to rise. It has fewer children, yet parents can spend more on each one. It is extraordinarily digital, yet physical retail remains critical for high-value purchases. For an international nursery executive, South Korea sits somewhere between several worlds, combining the premium expectations associated with Japan, the digital intensity of China, sophisticated international retail and its own distinctive culture of design, technology and intense consumer research. The real opportunity lies in
You can contact Jonathan by email: jonathan@cls-intelligence.co.uk
understanding the parent. A Korean parent may research for weeks, visit a department store, compare several competitors online, read hundreds of reviews and check safety credentials before deciding to pay more for a product that convinces them it is worth it. That is not simply a market driven by price. It is driven by confidence. South Korea may therefore offer a glimpse of what happens when demographic decline meets premiumisation. Fewer babies do not necessarily mean fewer opportunities. They can mean that every baby matters more, and that is increasingly visible in the stroller, the car seat and almost every other significant purchase parents make for their children.
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