In this month’s article, Pramland’s John Barker re ects on the highs and lows of the summer trade, explores the challenges posed by an evolving budget market, and shares his thoughts on the upcoming Harrogate show.
18 Jonathan Feingold Exploring the Dubai–UAE Baby Market
33 Retail Matters
This month Christy Foster, Managing Director of The Nursery Store, shares her insights from Kind + Jugend in Cologne. From exciting brand partnerships and innovative product launches to evolving design trends and luxury collaborations, Christy re ects on how the event inspires The Nursery Store’s mission to connect families with trusted, beautifully designed products.
editor’s letter
Welcome to the September issue of Nursery Today! This month we shine a spotlight on a range of key product categories, including twin and double pushchairs (page 14), carriers and slings (page 22), licensed products (page 36) and bathtime essentials (page 40). Having just returned from Kind + Jugend in Cologne, it’s only natural that we bring you our review of the show.
This year’s event welcomed more than 15,000 visitors and showcased around 800 exhibitors from 43 countries. With trade visitors representing 108 nations, it was a truly international occasion. You’ll find our review, along with a vibrant image showcase, starting on page 28.
The Nursery Store’s Managing Director, Christy Foster, also shares her impressions of Kind + Jugend over on page 33. One clear theme stood out: a shift in fabric colourways. As Christy notes, “Warm neutrals are holding strong (always a favourite), but we’re seeing a lovely shift toward taupe and brown, rich, timeless shades that add a touch of understated sophistication. It’s the kind of palette that makes nursery products feel less ‘babyish’ and more seamlessly integrated into the family home.”
Innovation was another highlight of the show. Notably, we saw the debut of exciting collaborations between elite car brands and nursery products, such as BabyStyle with Aston Martin and WonderFold with Porsche. Welldon (distributed by Nora Baby in the UK) also showcased the latest advances in car seat technology. Visitors this year, I’m confident, left inspired by fresh ideas and product launches.
For those who didn’t make it to Cologne, there’s no need to worry. Harrogate Nursery Fair is just around the corner in October. With many leading and established brands exhibiting alongside fledgling companies, it’s the perfect opportunity to see the latest products up close, enjoy live demonstrations, and connect with industry colleagues. Registration is now open for free entry, simply visit www.nurseryfair.com. We’ve included a sneak peek of what to expect over on page 34, with a full show preview coming in our next issue.
Our regular contributor, John Barker of Pramland, is also gearing up for Harrogate. As he shares on page 10: “Harrogate continues to be a highlight of the year for the nursery industry and brings together a fantastic mix of retailers and suppliers, providing the perfect opportunity to see what’s new and catch up with familiar faces.”
Finally, this month’s issue takes us further afield. Jonathan Feingold reflects on a recent visit to Dubai, where he was reminded that beyond
its reputation for glitz and glamour, it is also home to millions of families. His conversations with Ruban Shanmugarajah, CEO of Babyshop, reveal a baby retail market that is thriving, rapidly evolving, and rich with opportunity across both mass and premium segments. Turn to page 18 to discover more.
The call of Cologne was clear! Check out our review starting on page 28.
Mamas & Papas announce growth plan
Mamas & Papas has announced a new strategic growth plan alongside a new and expanded leadership team. The Huddersfield based company, which designs and retails an expanding range of pushchairs and prams, car seats, nursery furniture, toys and baby clothes, said it planned to invest significantly in building the Mamas & Papas brand, leverage its customer data across its digital marketing and accelerate its international roll-out to deliver its ambition. It also plans to continue consolidating its position in the UK market, where it has a 20% share, through its multi-channel store and online model.
Backed by private equity firm BlueGem, the business announced an expanded Board and Leadership Team to deliver the new strategy.
After seven years at Mamas & Papas, Chief Executive Officer Nathan Williams will step down to pursue non-executive and advisory opportunities after a career spanning almost 30 years in senior management. During his tenure, Williams oversaw the build of a significant UK concessions business, international partnerships and the brand’s purpose-driven initiatives. The company said recruitment of a new CEO was underway and would be announced shortly. In the interim, Chief Financial Officer Sarah Ashby has been promoted to Chief Operating Officer and will lead the business until the new CEO is in post.
In addition, Steve Parkin will chair the business and lead the development of our new strategic plan, supporting Sarah in its implementation. A former CEO of Mayborn Group – the company behind the global Tommee Tippee brand –Parkin brings extensive experience in scaling international businesses in the nursery sector.
Commenting on the announcement, Steve Parkin, Chairman of Mamas & Papas, said: “I’ve been supporting the Board behind the scenes in an advisory capacity over the past few months. During that time, I’ve come to both admire the business that the team has built and be excited by the potential we have to scale further at home but in particular overseas. Nathan has led the business through a significant and lasting transformation over the past seven years and built an excellent foundation, which is where our new strategic plan will now focus.
He added: “Since joining the company as CFO less than two years ago, Sarah has already played a pivotal role in its success and we’re excited about her role in the new strategic plan as COO. Supported by a new CEO in due course, I’m confident we have the right plan and the right people to accelerate our growth and become the trusted, internationally-recognised brand for parenting around the world.”
Commenting on the announcement, Nathan Williams, outgoing CEO, said: “It has been a privilege to lead Mamas & Papas through an exciting period of growth and transformation. I am immensely proud of what the team has achieved, and I look forward to watching the brand continue to thrive.”
Book accommodation for Harrogate at a great price!
With Harrogate International Nursery Fair, the UK’s only baby product specific trade show, fast approaching, exhibitors and visitors are advised to book accommodation as soon as possible to ensure preferential hotel rates.
Once again, the show has partnered exclusively with MICE Concierge and the event’s trusted accommodation partner has secured exclusive hotel rates at properties located within walking distance of the Harrogate Convention Centre.
Christie Brace, accommodation and events project manager for MICE, comments: “Much of the accommodation we have to offer is even more competitively priced than last year, ensuring great value during a busy season. We recommend booking through the official channel as this service is fully supported by the event. Staying in one of the accredited hotels means you’ll be alongside fellow attendees making it easier to network, socialise and get the most out of your experience.”
To view all exclusive rates and book online, visit www.miceconciergeme.com/hnf2025
European pushchair brand Tutis appoints Azaria
Premium European baby stroller manufacturer, Tutis has appointed family specialist PR agency Azaria to manage its UK public relations. The agency will drive brand awareness with both retailers and parents through targeted media relations, influencer partnerships, and creative campaigns. The news follows the appointment of bébélephant as UK Distributor. Founded more than 20-years ago, Tutis is renowned across Europe for its premium pushchairs that combine innovation, quality, and style. With its own in-house factory, the company controls every stage of design, engineering, and production. Its pioneering No Shake Technology delivers a smoother, more comfortable ride for babies across any terrain, while its commitment to sustainable manufacturing, ethical sourcing, and eco-friendly fabrics sets it apart in the nursery market. Jokūbas Petravičius, Marketing Manager at Tutis, commented:
“Appointing Azaria marks an exciting new chapter for Tutis in the UK. The market is hugely important for us, and with Azaria’s expertise in the nursery sector, we’re confident they will help us build meaningful connections with retailers and consumers alike, showcasing what makes Tutis unique.” Amber Steventon, Managing Director at Azaria, added: “Tutis combines heritage, craftsmanship, and forward-thinking design with a genuine commitment to sustainability, all qualities that resonate strongly in today’s nursery sector. Our focus will be on amplifying these strengths, building visibility, and creating real cut-through with both UK retailers and families.” The appointment of Azaria marks a significant step in Tutis’ UK growth strategy, bringing together a trusted European brand, with a PR agency renowned for its expertise in the family sector and follows the appointment of bébélephant as UK distributor. www.tutis.it www.bebelephant.com
Fence Club walkers raise £10,000 for charity
It was not A Bridge Too Far for members, friends and family, who tackled the route taking in the Netherlands bridge made famous in the 70s war film.
Fence Club members raised more than £10,000 for children’s charities by completing a 40km walk in Europe over the weekend.
The intrepid team, comprising 10 Fence Club members and nine accompanying friends and family, took on a route through the Netherlands, following in the footsteps of Second World War troops involved in the ill-fated Operation Market Garden.
The walkers, who travelled to the Arnhem Bridge on their 25-mile trek, the focus of the movie 1977 A Bridge Too Far, were pleased the say it was not a bridge too far for them!
The group shared some emotional moments, visiting sites of military significance, alongside plenty of laughs and camaraderie that the club is known for.
Derek Scott, the Fence Club chairman for 2024/25 said: “It’s been an amazing weekend, with commitment from members, who all self funded, attending. We are delighted with the generous sponsorship received, and I cannot speak highly enough of the efforts made by all in every way. Thank you!”
Anyone who would still like to sponsor the cause, can at www.justgiving.com/charity/fenceclub
Which? investigates sales of unsafe baby sleeping bags
In a snapshot investigation, the consumer champion Which? found that online marketplaces have been allowing the sale of baby sleeping bags similar or identical to products that were o cially recalled by the O ce for Product Safety and Standards (OPSS) for su ocation risks.
A common characteristic of the products found by Which? is that they include hoods which could cover a baby’s head and face and result in su ocation. The inclusion of hoods does not comply with The British Standards Institution’s safety standards for this reason.
Some of the sleeping bags Which? looked at, such as a teddy bear-style blanket on Amazon Marketplace, didn’t have arm holes. Sleeping bags must have arm openings to meet the safety standard. Those without can cause a baby to slip down inside the sleeping bag, covering their face and risking su ocation.
Which? also found a sack-style sleeping bag listing on eBay which shows a baby being positively swamped by this item. The hazardous nature of these products is by no means di cult to spot and even where products don’t look similar or identical to those included in government recalls, a simple visual check is enough to con rm whether baby sleeping bags have hoods, or are missing arm holes.
Sue Davies, Which? Head of Consumer Protection Policy, said: “It’s outrageous that dangerous baby sleeping bags are still being sold on online marketplaces. Our previous investigations showed this is part of a wider pattern: unsafe products are removed, only to resurface. The only way to break this cycle is by holding online marketplaces legally accountable, with tough penalties for failures. Which? campaigned for years for the Product Regulation and Metrology Act (PRaM Act), which recently received Royal Assent. Which is calling for the secondary regulations currently being developed by the Government to include a clear and strong duty on online marketplaces to prevent the sale of unsafe products, and backed up by tough penalties.
“The PRaM Act is a good rst step, but it must be backed by regulations that impose a clear legal duty, heavy nes, and stronger enforcement of consumer protection laws.” Said Sue.
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Gemma Styles joins forces with Pura
Mother, best selling author award winning podcaster and mental health and sustainability advocate Gemma Styles has joined forces with eco-conscious, clean baby brand Pura to drive meaningful change in the baby care industry.
The fast-growing disrupter brand is also spearheading nappy recycling in the UK. Pura NappiCycle currently recycles 60 million nappies annually in Wales – and is currently conducting a groundbreaking nappy recycling trial in Bristol, England.
On Pura NappiCycle Gemma commented, “I think it’s an incredibly exciting opportunity to address nappy waste in the UK. Over three billion nappies are binned per year. If we can implement a nationwide scheme to recycle them, it’s an astonishing number of bres we could divert from land ll and make useful again – these materials can even be used to repave roads.”
A relatable, authentic, and trusted voice online, Gemma will also engage with her 10 million+ Instagram followers to educate parents about the hidden toxins and pollutants found in many baby care products – and to o er a cleaner alternative.
Pura founder Guy Fennell comments: “Bringing her honesty and integrity, compassion for modern parenting, and commitment to eco-conscious living, Gemma is the perfect person to help us educate other parents and invite frank discussions about nappy recycling. We’re super excited that she’s chosen to join the Pura family and help us in our mission to change the world – one bottom at a time.”
www.mypura.com
New Harry Potter x Hedwig Collaboration
The UK’s beloved multi-award-winning baby gifting company Blade & Rose is proud to unveil its new Harry Potter Hedwig Collection, the perfect gift for little wizards and witches everywhere. Instantly recognised for their signature leggings designed speci cally for crawling, climbing toddlers with an adorable character on the bottom, this collection brings the magic of Hedwig, Harry Potter’s loyal snowy owl, to life in the most delightful way.
Crafted for comfort and bursting with charm, the Hedwig Collection features premium-quality, stretchy fabrics designed to keep little ones cosy while embracing their magical adventures. Each piece in the collection embodies the essence of Hedwig with beautifully detailed, u y textures and signature designs. www.bladeandrose.co.uk
The people behind a restful night’s sleep
Behind every Prestige Sleep mattress is a team of skilled craftspeople in Kent, whose precision, pride and care transform natural British materials into safe, sustainable and beautifully hand- nished nursery mattresses…
Step inside Prestige Sleep’s Kent factory and it’s clear that every nursery mattress begins with people, not machines. Skilled seamstresses hand-cut fabrics to the millimetre, while experienced assemblers carefully layer British wool, coconut coir and springs into place. Every stitch, seam and inspection reflects years of expertise and a shared commitment to safety.
For the team, this isn’t just manufacturing, this is craftsmanship with a purpose. Many have been with Prestige Sleep for years, taking pride in creating something that will support a baby’s earliest nights. Visitors often remark on the attention to detail, from precision cutting to meticulous hand- nishing.
This pride is the unseen ingredient that sets Prestige Sleep apart. Combined with sustainable materials and the assurance of Made in Britain certi cation, it ensures each mattress carries not only quality but also the dedication of the people who created it.
Handcrafted in Britain, by people who care. For bespoke, quality nursery mattresses you can trust, visit www.prestigesleep.co.uk
Why the UK’s leading nurser y retailers choose Prestige Sleep
• Craftsmanship - ever y mattress is hand-assembled in the UK
• Quality - locally-sourced premium materials from the UK & Europe
• Innovation - double -sided designs to adapt as babies grow
• Unparalleled suppor t - tailored, comprehensive approach from pack aging to sta training
www.prestigesleep.co.uk
Barking Mad
In this month’s article,
Pramland’s John Barker re ects on the highs and lows of the summer trade, explores the challenges posed by an evolving budget market, and shares his thoughts on the upcoming Harrogate show. With insight, honesty, and a touch of humour, John gives a candid look at how shifting consumer habits and industry trends are shaping the future of nursery retail.
Hi everyone, I hope you are all well and that trade has been good during the school holidays. We found that four out of the six weeks were strong in terms of new orders, but as August came to a close, money got tight and orders began to slow down. For many expectant parents, the challenge is school uniforms and those aren’t cheap, especially when schools insist on everything being branded with their insignia. This was fully expected and came as no surprise, to be fair. In almost 20 years I’ve never seen a bumper summer holiday period from start to nish.
On a positive note, we are still showing growth, continuing the trend from last year, so we’ll keep doing what we’re doing while looking for ways to improve further.
The rst thing I want to talk about this month is a new trend that seems to be taking the industry by storm. I’m referring to a growing number of high-quality, feature-packed products
at prices that make it hard to encourage customers to spend more. Don’t worry, I won’t be naming names as that wouldn’t be fair, but the lower end of the market is a very di erent place compared to 12 months ago.
Previously, we didn’t o er many travel systems under £500 or even £600. The simple reason was quality or rather, the lack of it. We found poor materials, higher-than-expected fault rates, and in general, products we struggled to promote in store. When customers came in asking about products at this price point, we had no trouble showing them the bene ts of spending a little more.
Fast forward 12 months, and now we have a couple of products in this price range that not only o er far better quality but are also packed with all the features parents want and they come from brands people actually recognise. This is a huge win for customers, as they’re getting
“
On
a positive note, we are still showing growth, continuing the trend from last year, so we’ll keep doing what we’re doing while looking for ways to improve further.
”
great products at great prices. But for us, it’s making it much harder to show them why spending more is worthwhile. In some cases, it’s almost impossible. Yes, there will always be di erences in materials and weight, but consumers focus on whether the product looks good, does what they need, and comes at the right price. The overall winner is the customer, while we lose out on the extra £200–£300 they might once have spent.
To put this into perspective, imagine just two customers a week opting for these new all-singing, all-dancing budget models instead of spending an extra £250. That £250 at 30% margin is £75 pro t each - or £7,800 a year. That’s
enough to pay for 12 hours of minimum wage every week!
This presents an interesting dilemma. We need strong, sellable products across all price points, but do we really want to weaken our ability to upsell premium lines? In reality, this issue probably only a ects a small number of orders, and I may just be worrying too much. But if the trend continues and brands keep improving cheaper alternatives, we’ll all need to sell a lot more just to stand still. It reinforces what I’ve said before: the consumer is winning right now.
Parents-to-be can buy far more for far less than ever and yet some retailers are still o ering extra discounts. It’s the
Harrogate continues to be a highlight of the year for the nursery industry and brings together a fantastic mix of retailers and suppliers, providing the perfect opportunity to see what’s new and catch up with familiar faces.
old greengrocer’s lesson: if everyone sells apples at 50p, you’ll sell the same amount as if everyone sells them at 75p. The only difference is that you earn 25p more per apple.
As we head into September, I can’t help thinking of years gone by and those great trips to Cologne for the nursery show. It’s been over five years since I last went, and I have to admit I do miss it. Yes, I miss the wonderful German beer but the show itself was fantastic. I’ve thought about going back, but with the cost, time commitment, and the lack of UK brands, I’m happy to keep both feet firmly in Harrogate.
Harrogate continues to be a highlight of the year for the nursery industry and brings together a fantastic mix of retailers and suppliers, providing the perfect opportunity to
see what’s new and catch up with familiar faces. Long-standing supporters like BabyStyle set a great example by showing up year after year, and for that I tip my hat and say THANK YOU!
All my appointments are booked and I’m looking forward to a great weekend catching up with everyone. I’ve even managed to avoid any meetings on Sunday afternoon, as I fully intend to settle into Christie’s to watch the mighty Denver Broncos take on the NY Jets in London, a game I’d have attended in person if not for the show. The only challenge this year is figuring out where I’ll be each evening, as more brands than usual seem to be hosting “after-hours” parties. With Silver Cross, BabyStyle, Venicci, and Cybex all lining up events, Harrogate 2025 is shaping up to be a heavy one!
Two seats, luxury comfort.
From customisable seats to a simple one hand fold, this lightweight and luxurious double stroller makes navigating life with two littlies feel silky smooth.
Side by side solution
DuoRider is a sideby-side solution for growing families.
For parents looking for a lightweight double pushchair packed full of features, the Graco DuoRider delivers an incredibly competitive o ering at just £150.
The Graco DuoRider is the ideal double stroller to support busy families, o ering a hassle-free way to transport little ones.
Seating two kids side-byside, this twin stroller features 4-wheel suspension, a multi-position recline, a large, easy-access storage basket, lightweight design (weighing in at just 12.1kg), and a one-
With independent seat recline, calf support, and adjustable canopies, parents can be sure their children will travel in complete comfort across a variety of terrains. The Graco DuoRider is suitable from birth to 15kg (approx. 3 years old) and is available now at RRP £150 in stylish Steeple Gray. www.gracobaby.eu/uk
Double the ease
Double and twin pushchairs remain a top choice for parents seeking smart solutions for twins, siblings, or children of di erent ages.
Today’s parents want solutions that make life easier, from lightweight frames and compact folding to intuitive designs that t seamlessly into busy lifestyles. Leading brands are responding with models that combine style, durability, and functionality, o ering retailers strong solutions that meet evolving consumer needs. Wagons are also rapidly rising in popularity, not only with active families looking for versatile, allterrain transport but also with caregivers in nurseries who need practical ways to move multiple children safely and comfortably. For retailers, o ering both categories unlocks sales potential and can strengthen your reputation as a trusted partner in modern family mobility.
Meet Estrella, the new double stroller from Joie Signature.
This luxe and stylish lightweight double stroller features two customisable seats – perfect for navigating adventures with little ones who don’t always see eye to eye.
Styled in the brand-new Signature look, Estrella has a lie flat recline in each seat that works individually, creating a cosy, ergonomic haven that is suitable from newborn to toddler.
The adjustable leg rests o er cushy calf supports to let growing, tired legs kick back comfortably, while the all-wheel suspension will absorb the impact of any terrain without disturbing sleeping tots.
uksales@joiebaby.com www.joiebaby.com
Double the power
The e-Gazelle S pushchair is proving to be a rm favourite with customers.
This e-powered pushchair is game changing when it comes to a double pushchair. Users can e ortlessly glide up the steepest hills and over rough terrain all easily controlled by an in-built lever.
The pushchair also boasts a built-in automatic rocking function to help soothe babies to sleep at the push of a button integrated into the handlebar.
The e-Gazelle S is created to help make parents lives easier and to meet every family’s needs as it has over 20 possible con gurations. www.cybex-online.com
Made for Multiples
WonderFold Stroller Wagons
When it comes to getting out and about with twins or multiples, parents need a solution that balances practicality, comfort, and style. For larger families, traditional options can mean juggling two double buggies, which can be bulky, impractical, and hard to manoeuvre.
WonderFold’s stroller wagons are speci cally designed with growing families in mind, o ering spacious seating for two to four children (aged 6m to approx. 5-years), generous storage, and the exibility to adapt to everyday adventures.
With all-terrain wheels, easy folding, and premium fabrics, WonderFold delivers the convenience busy parents crave without compromising on design.
For further information contact Phil Bosher on the below. phil.bosher@babycentral.co.uk
From birth to big kids
Meet versiti, the customisable stroller that ts family life now and later.
Designed for families what want one stroller to last from birth to big kid or for families that have two children, this pushchair o ers manoeuvrability exibility and enough options to keep your family rolling from now into the future.
Fully customisable, the versiti will t your family now and for the years to come. Made to make caregivers lives that little bit easier, while keeping little ones comfortable with over 20 seating options, ergonomic features and premium fabrics. uksales@joiebaby.com www.joiebaby.com
BABY CARE INDUSTRY STRATEGIC MAP
Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines.
CHINA NURSERY CHINA
ENGLAND NURSERY TODAY
GERMANY BABY & JUNIOR
NETHERLANDS BABYWERELD
NORWAY BABY, HOBBY & LEKETØY
POLAND BRANŻA DZIECIĘCA
SPAIN PUERICULTURA MARKET
SWEDEN LEK & BABYREVYN
BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com
Exploring the Dubai–UAE
On a recent visit to Dubai, I was reminded that beyond its reputation for glitz and glamour, it is also a real place where millions of people live, work, and raise families. With that in mind, I took the opportunity to explore the baby products market and what I discovered was both fascinating and eye-opening
The UAE’s population is approaching eleven million, yet its retail landscape, particularly in Dubai and Abu Dhabi, serves far more, given the country’s role as the commercial hub of the Middle East. From global nance to record-breaking skyscrapers, the UAE has become synonymous with ambition and growth. And despite the searing heat (temperatures reached 45°C during my stay) the baby sector felt vibrant, dynamic, and full of energy.
What impressed me most was the calibre of the retailers. Their stores rival the very best of Europe’s high streets, many could easily operate in London, Paris, or Amsterdam without missing a beat. Strong sales are driven not only by the local population but also by the vast numbers of visitors who come to Dubai and the wider GCC region with shopping high on their agenda.
At the centre of this retail powerhouse sits Dubai Mall, one of the world’s largest, surrounded by a network of equally impressive malls across the city. Given the climate, almost everything is indoors, and the sheer scale of consumer activity is staggering. The product mix largely mirrors that of the UK and Europe, with some notable di erences: strollers
dominate while carrycots are less popular, and categories such as highchairs, car seats, and cots are well stocked and in high demand. Online shopping is active, but unlike the UK, the availability of free parking and the culture of family outings make in-store shopping more convenient and appealing.
The baby retail landscape in the UAE is both broad and tiered. Luxury strollers by Dior share space with mass-market essentials. At the top of the market sits Babyshop (Landmark Group), the undisputed category leader with outlets in nearly every major mall.
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The baby retail landscape in the UAE is both broad and tiered. Luxury strollers by Dior share space with massmarket essentials. At the top of the market sits Babyshop (Landmark
Group), the undisputed category leader with outlets in nearly every major mall. Its product mix spans budget to mid-tier, with brands like Nuna, Joie, Graco, Stokke, and Babyzen Yoyo, alongside its own strong private-label range. Mothercare remains a trusted household name, specialising in mid-range travel systems and pushchairs, while Mamas & Papas positions itself in the mid-topremium segment with agship stores in Dubai Mall, Mall of the Emirates, and Yas Mall, carrying Bugaboo, Cybex, and Nuna.
Smart Baby competes at the value end of the market, with branches in Sharjah malls and community centres. Premium boutique JustKidding, though operating only two stores in Dubai and Abu Dhabi, carries high in uence through its curated Bugaboo, Joolz, and Babyzen range. Mumzworld, originally an e-commerce pioneer, has expanded into luxury physical retail with a agship on Al Wasl Road. At the niche premium end, Pottery Barn Kids adds prestige, though strollers remain only a small part of its nursery and furniture o ering.
You can contact Jonathan by email: jonathan@cls-intelligence.co.uk
Dubai–UAE Baby Market
To gain deeper insight, I spoke with Ruban Shanmugarajah, CEO of Babyshop and a London native. His perspective con rmed what was clear from my own observations: the UAE baby retail market is thriving, evolving quickly, and full of opportunity across both the mass and premium segments.
How would you describe the current state of the baby goods market across the GCC, and what unique dynamics de ne consumer behaviour compared to global markets like Europe or the US?
The GCC is a dynamic, fast-growing market driven by a young population, strong consumer spending, and deep trust in established brands. Unlike mature markets in Europe or the US, the region is still expanding, fuelled by digital adoption and aspirational, quality-conscious parents. Family sits at the heart of society here, and that underpins steady growth in baby categories.
Babyshop has long been a leader in this space. How has the category grown within your business, and which segments are driving that growth today?
Baby has always been one of our strongest pillars. Growth spans gear, apparel, nursery, feeding, and toys. Parents continue to trust us because we o er the best of global brands alongside our own ranges designed for local needs. For Babyshop, baby isn’t just a category, it’s the foundation of our 50-year journey.
You’ve developed a strong portfolio of own brands. How do you position them alongside international brands?
Our approach is about trust and choice. Parents nd leading global names - Philips Avent, Tommee Tippee, Medela, Joie, Nuna, Doona alongside our private labels like Juniors and Giggles. We don’t compete; we curate. Families know they’ll nd a wide, reliable, and safe range under one roof. When scouting innovations, do you look to the US, Europe, or elsewhere and how do you localise those ideas
for GCC consumers?
We track global innovations, but our real strength lies in staying close to parents. Research into unmet needs guides both product development and partnerships. Localisation is essential whether adapting for climate, culture, or lifestyle in each of our markets.
At the end of the day, Babyshop’s journey has always been about one truth: parents trust us with what matters most, their children. That trust is both a privilege and a responsibility. Growth and expansion matter, but our greatest ambition is to remain a trusted partner to every parent, whether in-store or online.
How do global markets in uence Babyshop’s know-how?
They provide inspiration, but the GCC has unique dynamics. Parents here are well-travelled, informed, and digitally connected. Their expectations match global benchmarks but are shaped by local culture and climate. Success comes from blending global best practices with regional relevance.
Babyshop operates across several countries. Which markets are most active, and where do you see acceleration?
The GCC remains strong, but India is especially exciting - young, diverse, and growing rapidly across categories
from apparel to nursery. Southeast Asia is also a valuable growth corridor. Together, these markets give us scale and diversity.
There’s an oft-quoted claim that for every baby born in the UAE, up to ve strollers are sold. Is that still true?
Not anymore. Parents today are more focused on sustainability and quality than quantity. The emphasis has shifted to durable, reliable products that deliver real value, and that’s where Babyshop plays an important role.
What are your current best-sellers, and are there products that underperform?
Apparel, gear, and feeding remain strong, simply because they’re part of everyday parenting. Underperformers aren’t about categories, it’s about keeping the right mix tailored to local lifestyle, culture, and climate.
Car safety is a growing concern. What standards do your car seats follow, and how do you guide parents in markets with weaker regulation?
Safety is non-negotiable. All our car seats meet European standards, often going beyond local requirements. Education is also key, through our Child Safety First programme we help parents with installation and usage. Every seat comes with a two-year warranty to reinforce con dence.
How do you adapt outdoor products like strollers or carriers to extreme Gulf weather?
Families often use strollers indoors or in the evenings, so functionality isn’t an issue. The focus is on fabrics, colours, and designs that suit the climate while still being stylish, durable, and comfortable.
Looking ahead, what’s your vision for Babyshop’s baby category over the next three to ve years?
Our vision is to stay deeply relevant by listening, adapting, and growing in both existing and new markets. Beyond products, services and experiences will become increasingly important as technology reshapes retail. The future holds huge promise, and we’re preparing with both ambition and humility.
“
” Parents today are more focused on sustainability and quality than quantity. The emphasis has shifted to durable, reliable products that deliver real value, and that’s where Babyshop plays an important role.
Babyshop is one of the few global retailers still investing heavily in private label. What drives that commitment, and how do you balance global standards with local needs?
Private label has been central to Babyshop for decades. Early on we built global R&D and production networks, which allowed us to grow organically. Safety and quality always meet international benchmarks, but we adapt for local parenting behaviours, climate, and culture. That’s how we stay relevant while sustaining the trust of families.
Many retailers have moved away from own-brand development. What gives Babyshop the con dence to keep innovating, and how do you approach design and testing?
It comes down to customer choice. Private label is part of the mix, alongside international names. Every Babyshop-owned product must pass stringent safety standards, often aligned with the toughest European protocols. Compliance is the starting point, but the real goal is peace of mind for parents.
How has expansion into India and Southeast Asia shaped your product strategy, and how do you maintain a Middle Eastern identity while appealing globally? These markets are diverse and fast-changing, so we’ve built strong local teams to combine their insights with our global expertise. Adaptability is key. At the same time, our DNA is rooted in Middle Eastern family values, which gives us authenticity across markets. We listen, learn, and adapt while staying true to who we are.
Looking further ahead, do you see Babyshop evolving into a global export brand or even a ‘category captain’ shaping the industry?
Absolutely. With ve decades of heritage and a proven footprint, we have the foundation to grow into a global export brand. But leadership is best judged by customers. Our focus is on exceeding expectations and staying true to our values. If that earns us the role of category captain, we’ll embrace it with humility and discipline.
Carried with care
Baby carriers remain a staple in modern parenting, blending tradition with convenience. Their enduring popularity is driven by the desire for closeness, hands-free mobility, and comfort for both parent and child.
Today’s consumers are increasingly informed, seeking carriers that o er ergonomic support, safety certi cations, and stylish designs. One key consideration is hip health: carriers that promote the “M” position are recommended to reduce the risk of hip dysplasia, making education on safe use essential.
Social media has ampli ed awareness, with parenting in uencers and online communities sharing rst-hand experiences, reviews, and tutorials. This visibility not only builds consumer con dence but also highlights trusted brands that prioritise safety, innovation, and design. Parents are more likely to invest in carriers from well-established names, knowing that quality and reliability are critical for products used daily.
For nursery retailers, the baby carrier category o ers signi cant opportunity. In-store, sta can demonstrate t, features, and comfort which are all factors that are best appreciated through hands-on trial. Online, detailed product descriptions, videos, and peer reviews help bridge the experience gap, expanding reach to digital- rst shoppers. By stocking reputable brands and o ering education on safe carrying, retailers can strengthen trust, foster loyalty, and tap into a consistently growing market. Here we highlight carriers that are all available to order now.
Pocket Pouch for Baby Carrier
Now also available in the woven mélange fabric in grey and beige, the Pocket Pouch is the perfect complement to BabyBjörn baby carriers in the same fabric and colours.
With a zippered pocket the pouch can carry small things that are needed on the go. It is easy to attach and remove and ts all BabyBjörn Baby Carriers. This zipper is easy to open, and locks with just one quick move and. It is simple to clip on and take o , and can be placed anywhere on the baby carrier.
An essential o ering in Ergobaby’s core portfolio is the Ergobaby Embrace newborn carrier.
Soft, adjustable, and intuitive, the Ergobaby Embrace newborn carrier combines the cosiness of a wrap with the ease of a structured carrier, making babywearing simple and reassuring for new parents.
Once customers experience the practicality and joy of comfortable, ergonomic babywearing with an Embrace, they’re likely to return for the next stage of their journey, guaranteeing further sales. For more information, please contact Claire Morris on the below. cmorris@ergobaby.co.uk www.ergobaby.co.uk
Carrying the future
In a rapidly evolving nursery market, baby carriers remain a cornerstone product for new parents seeking comfort, convenience, and connection. Nursery Today caught up with Robin Homolac, Associate Director B2B Channel Marketing at Ergobaby, to discuss the latest trends shaping the infant carrier category, the importance of education and ergonomics, and how Ergobaby is supporting retail partners while driving innovation for today’s families.
How is the infant carrier market evolving, and what trends are shaping demand among today’s parents and caregivers?
There are several trends shaping demand among consumers, with sustainability high on the list. Biodegradable materials made from cellulose were recently identi ed by TrendBible, in partnership with Kind + Jugend, as a product trend for the coming year, as parents look for products that ‘combine environmental consciousness with engaging product experiences’.
Our Ergobaby Aura Wrap is made from 100% Tencel Lyocell bres produced from sustainably sourced wood. It’s certi ed biodegradable and created in a closed-loop production process that recycles 99% of the water and solvent. The fabric is incredibly soft with just the right amount of stretch to support baby while keeping them cosy.
What features or bene ts are parents prioritising most when choosing an infant carrier, and how do you address those needs?
When shopping for their rst carrier, parents want solutions that simplify daily life and seamlessly t into their routines with baby. Ease of use and adjustability are essential, particularly for new parents juggling a newborn, and because carriers are often shared between caregivers of di erent shapes and sizes.
Ergonomics and comfort are also key purchase drivers. A supportive, comfortable carrier that allows parents to keep baby close while having their hands free quickly becomes a must-have. While rst-time buyers may not always focus on long-term use, they do value cost-e ectiveness, so a carrier that adapts as baby grows is vital. The Ergobaby Embrace was designed with these needs in mind, helping retailers meet the core priorities that in uence purchase decisions.
Why is alignment with the International Hip Dysplasia Institute so important, and how does Ergobaby integrate this into product design and education?
Alignment with the International Hip Dysplasia Institute (IHDI) is essential because it provides trusted third-party validation in an area of genuine concern for parents: healthy physical development. Their endorsement reassures consumers that carriers meet rigorous standards.
Ergonomics have always been central to Ergobaby’s design philosophy. Every carrier is created to support both parent and child in a natural, comfortable posture, and all are acknowledged as ‘hip-healthy’ by the IHDI. Beyond design, we also equip our retail partners with educational resources and content that promote correct positioning and usage, helping ensure babies are carried safely and ergonomically at every age and stage.
How do you drive consumer awareness, particularly through social media, partnerships, and education while combating misconceptions about babywearing?
We take a multi-channel approach to building awareness and
con dence. Through social media, in uencer partnerships, and a wide range of expert- and parent-led content, we reach families with clear, engaging, and trustworthy information.
Much of our content is educational, showcasing our products while addressing common misconceptions. From ‘how-to’ videos and blogs to eye-catching imagery and short-form content, everything is designed to make babywearing feel accessible and intuitive. Importantly, we make this content available to our retail partners too, providing them with readymade tools to support in-store and online conversations and help drive purchase con dence.
In what ways do you support retail partners to grow the category, from training to merchandising to postpurchase education?
2025 has been an exciting year at Ergobaby. Becoming part of Highlander Partners has enabled strong investment in our retail partnerships and a renewed focus on driving category growth and consumer demand. This includes a refreshed structure for our core product portfolio.
Our new ‘Good – Better – Best’ framework gives retailers a clear story to share with customers, guiding them from an Embrace (Good) to an Omni Classic (Better) or Omni Deluxe (Best)—or directly to the Omni Deluxe for families who want it all. This approach mirrors the customer journey and encourages repeat visits to stores.
We support our retail partners with collaborative marketing campaigns and a comprehensive content library that includes product imagery, video, and educational assets for both online and in-store use. On the shop oor, we provide POS materials and merchandising solutions that bring the category to life and help parents feel con dent exploring their options. We also deliver specialist sta training, ensuring teams can advise customers with con dence. And crucially, our support continues post-purchase, with education and resources that retailers can share to encourage safe use and repeat engagement.
Looking ahead, where do you see growth opportunities in infant carriers, and is this a category where brand names play a pivotal role in purchase decisions?
We see strong growth opportunities in lifestyle-oriented carriers that make parents’ everyday lives easier, creating valuable opportunities for retailers. O ering a variety of models across di erent ages and stages helps capture new customers and convert them into loyal, repeat buyers.
Brand names are highly in uential in this category, as parents want reassurance on quality and functionality. The Ergobaby brand and nautilus logo are widely recognised and trusted, signposting products that deliver on these expectations and supporting con dent purchase decisions. Our reputation for ergonomics, comfort, and ease of use combined with our ErgoPromise Lifetime Guarantee builds consumer trust while strengthening both conversion and long-term loyalty at retail.
Luxury fabric
The new COŸA Carrier Bouclé from CYBEX is the perfect blend of sophistication and comfort.
Crafted from luxurious Bouclé fabric, known for its soft, cloud-like feel, this carrier self-adapts effortlessly to fit all stages of growth, from newborn to toddler. The COŸA Carrier Bouclé is stylish and functional, allowing parents to select from various hip-healthy carrying positions that promote the ergonomically correct M posture and spinesupporting C-shape.
The carrier showcases striking buckles and playful embroideries, made to enhance those special bonding moments.
In addition, when not used, it easily transforms into a fashionable crossbody bag, bringing flexibility and a touch of elegance to any adventure. www.cybex-online.com
Comfortable fit
BabyBjörn Baby Carrier Harmony, in soft and sustainable woven mélange fabric, is now available in blue and light beige.
This multi award winning baby carrier has padded shoulder straps, a proper waist belt and a lumbar support for lower back relief.
Baby Carrier Harmony is designed with a comfortable fit for the baby and wearer alike, and an adjustable, easy-to-use head support, it can be used from newborn up to 36 months. It is approved as Hip Healthy by the International Hip Dysplasia Institute.
The Savvy lite air ergonomic baby carrier from Joie won’t break your back or the bank.
Savvy lite air makes baby wearing all about hugging not lugging, with 3 modes of use for in a super breathable mesh fabric.
Perfect for developing spines, savvy air and savvy air light keep little ones cradled in their natural C shape, hugging them in their favourite foetal position, as well as protecting their hips in an ergonomic M position.
The smart and secure lumbar strap distributes weight evenly and adjusts easily for a fine-tuned fit. Soft but sturdy support cradles little heads, so even brand-new babies can snuggle up securely. The lightweight mesh has been specially designed to let delicate skin breathe, keeping your precious bundle comfortable at all times.
AutoClick magnetic buckles on the shoulder straps make it super easy to get savvy air lite on and off, so you’re ready for any adventure in a click. uksales@joiebaby.com www.joiebaby.com
Ergobaby A Carrier for Every Parent
With a focused core portfolio, Ergobaby makes it simple for retailers to guide parents to the right carrier, ensuring comfort, clarity, and stronger growth opportunities across the nursery category.
A global leader in premium baby carriers, Ergobaby is loved by millions of families and endorsed by health experts, with all carriers accredited by Aktion Gesunder Rücken e.V. and the International Hip Dysplasia Institute. Since becoming a Highlander Partners brand in January 2025, Ergobaby has sharpened its focus with renewed investment, innovation, and a strong business proposition. Today, the brand is committed to driving category growth by investing in retail partnerships and concentrating on a streamlined core portfolio that builds consumer demand and long-term sales.
Simplifying the Carrier Choice for Retailers & Parents
Trusted by families for over 20 years, Ergobaby has earned its reputation with award-winning products designed for comfort, quality, and ease. Today, its streamlined portfolio makes it simple for nursery retailers to guide parents at every stage: Embrace for newborns, Omni Classic for all-in-one value, and Omni Deluxe as the do-it-all hero carrier.
Easy Entry Newborn Carrier: Ergobaby Embrace
The babywearing journey often begins during the newborn days. The Ergobaby Embrace newborn carrier is the perfect entry point. Soft, adjustable, and intuitive, it combines the cosiness of a wrap with the ease of a structured carrier, making babywearing simple and reassuring for new parents. Once customers experience the comfort, ergonomics and closeness of babywearing that Ergobaby is known for, they’re likely to return for the next stage of their journey.
Everyday All-in-One Value Carrier: Ergobaby Omni Classic
The mid-range of the baby carrier line is anchored in the reliable and best-selling Omni Classic. Previously
known as the Omni 360, this staple brings Ergobaby’s trusted ergonomic design into an accessible, more value-conscious design. The new name helps parents understand where it sits in the portfolio, simplifying the choice between carriers and reinforcing its role within the range. Now available in fresh shades like Soft Olive, Camel, Luminous Ivory and Natural Beige - Omni Classic gives families the chance to choose a carrier that re ects their style. For many retailers, it is versatile enough to appeal to a wide audience and trusted to deliver the comfort and longevity families expect. It covers all bases: all four carry positions, all-day comfort, and adjustability to grow with baby from newborn through toddlerhood.
The Do-It-All Deluxe Carrier: Ergobaby Omni Deluxe
As the name suggests, the Omni Deluxe sits at the very top of the range. It is Ergobaby’s most advanced and feature-rich carrier to date, packed with all the bells and whistles parents look for. Suitable from birth through toddlerhood with all four carry positions, it delivers unmatched comfort, maximum air ow, and more storage than ever, plus clever touches like strap markings for easy adjustment between caregivers. For retailers, the Omni Deluxe is an aspirational hero piece that draws attention on-shelf and provides a clear upsell opportunity. For parents, it’s both practical and premium, a long-term investment backed by Ergobaby’s ErgoPromise Lifetime Guarantee, reinforcing trust in quality and durability. Need to Know
Ergobaby’s focused carrier range gives retailers a clear story to share with parents. From Embrace for newborns to Omni Classic for all-in-one value, and
Omni Deluxe as the do-it-all hero, the portfolio directly mirrors the customer journey. Parents who start with a newborn carrier naturally return as their needs evolve, which creates repeat sales, loyalty, and the opportunity to position your store as the trusted destination for every stage of parenting. Stocking the Ergobaby portfolio does more than meet customer demand: it drives it.
For further information contact Claire Morris on the below.
cmorris@ergobaby.co.uk www.ergobaby.co.uk
new!
Smart baby swing solution
Graco introduces the Eluma Sway, a smart baby swing solution designed to care for infants from birth to approximately six months.
At its core is Cry Assist, an AI-powered system that detects baby’s cries and automatically selects soothing motion and sound combinations to help comfort them quickly and effectively.
With thousands of gentle settings to choose from, Eluma Sway adapts to each
baby’s unique needs, giving parents confidence in those early months. Combining intelligent features, organic fabrics and a compact design, Eluma Sway delivers cutting-edge technology and top quality engineering at an accessible price tag. www.gracobaby.eu
CYBEX introducesproudlyAGIS
Get ready to explore the world, travel light and far, and build fun time memories with the AGIS buggy from Cybex . Hand luggage compatible, its ultra-compact fold size and light weight make every adventure with kids a child’s play. AGIS makes travel as simple and convenient as possible by quickly folding into an ultra-compact, hand luggage compatible size.
Stowing away is easy as AGIS is lightweight. It can be used from six months to approximately four years. www.cybex-online.com
Anton Wall, Executive Vice President, Axkid
Innovation, and International
From 9–11 September, Cologne once again became the beating heart of the global nursery industry as Kind + Jugend 2025 brought together brands, buyers, and innovators from across the world.
“Kind + Jugend provides a fantastic opportunity for us to showcase our innovative technology supporting babies’ wellbeing from birth, while strengthening connections with our valued retail partners.”
Jokūbas Petravičius, Marketing manager, tutis
Over three packed days, the show con rmed its status as one of the leading international platforms for baby and toddler products, hosting around 800 exhibitors from 43 countries and welcoming approximately 15,000 trade visitors from 108 nations.
This year’s edition was alive with energy, with well-known names including BabyStyle, Nuna, Joie, Welldon, Axkid, VTech, Love To Dream, Splash About, Peg Perego, Venicci, Wonderfold, Ergobaby and many more showcasing their latest launches. For buyers and retailers, it was an unmissable opportunity to explore the very best in design, safety, sustainability and innovation.
Oliver Frese, Chief Operating O cer of Koelnmesse, summed up the mood perfectly: “Kind + Jugend 2025 has once more highlighted how vital it is for the international baby and toddler industry… their positive feedback, particularly their praise for the high calibre and internationality of trade visitors, con rms that this trade fair is the industry’s foremost business and innovation platform.”
A Global Showcase for the Future of Parenting
The fair’s lively atmosphere set the tone for both spontaneous connections and planned meetings, from stand-side discussions to the much-anticipated After Seven Party, which once again proved a valuable networking highlight. As Director Jörg Schmale explained: “Kind + Jugend is the industry’s global showcase. New ideas, innovative solutions and products are presented here for the rst time. The resulting exchange helps shape the future of our industry.”
The Trend Space – Playground for Innovation, Networking & Knowledge was a true focal point, spotlighting Innovation Award winners and nominees, alongside the Midwives’ Choice award presented in partnership with hebammentesten.de. These accolades celebrated groundbreaking developments that are set to in uence the market in the coming year.
“Kind + Jugend this year has been fantastic – the energy in the halls has been incredible, and it’s been great to see so much innovation in the nursery sector.” Edward Bugeja, Owner, Little Stars Malta
Inspiration Connections
Meanwhile, the Consultation & Knowledge Hub delivered a strong programme of talks and one-to-one advice. From POS design expertise with Karin Wahl to trend forecasting with Stefan Barksby of TrendBible, attendees gained practical insights to take back to their businesses.
The New Product Trail also again provided a quick but comprehensive snapshot of mustsee launches, while the Start-up Area and Young Innovators pavilion showcased fresh thinking from around 30 emerging businesses, underlining the show’s commitment to nurturing the next generation of industry talent.
Key Trends De ning 2025
Across the halls, several clear themes emerged:
• Child-led discovery with products that balance safety and independence.
• Multifunctional, grow-with-me designs that adapt to evolving family needs.
• Sustainability through innovative materials, recycling concepts and eco-conscious design.
• Ergonomic solutions that prioritise comfort and support for both parent and child.
• Smart technologies integrating digital tools to make daily routines easier and more e cient.
• Clever collaborations and licensed products
K+J in Numbers
Exhibitors: ~800 from 43 countries (91% international) Visitors: ~15,000 from 108 countries (79% international share)
Phil Howe, General Manager (UK & Ireland, Peg Perego
Anna Owers, Head of Communications with Cath Needham, Head of Sales, iCandy
“The Kind + Jugend show is always one of the highlights of the year for Joie, and this year’s event was no exception. The exhibition gave us an excellent platform to showcase our latest product innovations and fashion updates to our customers and distributors, as well as giving us the opportunity to meet face to face with some of our key industry contacts.
With a number of new launches scheduled for 2026, we are excited to see the continued growth of the Joie brand and look forward to what’s ahead.”
Melissa Cooper, Head of Marketing, Joie
DATE
FOR THE DIARY: Kind + Jugend 2026 15th – 17th September 2026 www.kindundjugend.com
Smart turn
Nora Baby’s Michael De-Cotis was proud to introduce Welldon’s latest car seat at Kind + Jugend, The Smarturn Lux, which made its debut as Europe’s rst ever smart infant car seat.
Designed for children from birth to age seven, this i-Size infant seat is packed with innovation and style. With safety at its heart the Smarturn Lux has been developed with an ultra-strong Titan Core safety framework and a premium ABS shell, but there is also a twist of magic! Simply open the car door and watch it auto-rotate! And there’s more… you can also control it all by app or voice to recline, spin, play music, switch on cooling fans, and more. If you missed this at Kind + Jugend or you would like to experience the magic again, you can check it out at the Harrogate Int. Nursery Fair in October, where Nora Baby will be showcasing Welldon alongside the full range from JoviKids. michael@norababyuk.com
Jokūbas Petravičius, Marketing manager, tutis
Edward Bugeja, Owner, Little Stars Malta
Smart, ergonomic sling solution
Ergobaby presented the brand’s latest innovation, the Upsie Toddler Sling, alongside its extended product portfolio, as well as providing the opportunity to meet and gain insights from trusted experts.
This launch underscores Ergobaby’s continued commitment to developing products that deliver strong commercial potential for retail partners by offering parents and caregivers smart, ergonomic solutions. www.ergobaby.co.uk
Smart folding car seat
Cozy N Safe introduce Cygnus i-Size unique folding technology Car Seat. One seat for 10 years of growth.
Zero compromise. i-Size certified with ISOFIX, Top Tether & side impact protection for complete peace of mind.
Meet the Cozy N Safe Cygnus i-Size, the premium all-in-one car seat that grows with a child from 76–150cm (approx. 15 months to 12 years).
Certified to the latest i-Size (ECE R129) standard with ISOFIX, Top Tether, and side impact protection, it guarantees maximum safety on every journey. Its standout feature is the unique folding technology, the entire seat folds compactly into its base, making it the perfect travel companion for storage, transport, and family adventures both at home and away. With adjustable headrest, recline options, padded comfort, and washable covers, Cygnus delivers over 10 years of effortless protection.
TEL: 01902 49 49 05 | enq@cozynsafe.com
A definite standout product of this year’s Kind + Jugend was Joie’s new pushchair, mydrift. With its 360-degree rotating wheels, and simple fold, this easy-to-handle ride will make navigating the obstacles of parenting life a breeze.
Suitable from birth, with a flat reclining seat and an extra-large, easy access shopping basket, the mydrift is sure to be a hit with new parents. uksales@joiebaby.com www.joiebaby.com
Kind + Jugend Innovation Award 2025 winners
The international leading trade fair for baby and toddler products opened in Cologne with a real highlight – the festive presentation of the Kind + Jugend Innovation Award which sent a powerful message about the innovative strength of the industry right from the start.
Winners of the Innovation Award 2025
Moving & Travelling: Hauck GmbH & Co. KG (Germany), Lite N Care
Lite N Care is a high-quality, ultra-light travel buggy made of carbon bre designed for style-conscious parents on the go. It is ideal for air travel, weekend trips or everyday city life. The buggy combines a compact design, exceptional comfort and modern safety standards – all perfectly tailored to the needs of today’s families.
The Womy Sleeper is a safe, patented innovation designed to help babies fall asleep on their own, without any electronics in the crib. A mat placed under the mattress and connected to the Breather device mimics gentle breathing movements and produces soothing sounds. Developed with neonatologists, pediatricians and ergonomists, and certi ed by Intertek, the Womy Sleeper promotes healthy sleep patterns in babies during their rst year of life. Thanks to the rental model, the solution is both sustainable and cost-e ective.
Home Textiles & Decoration: Osann GmbH (Germany), Kid’s Alm EcoSoft Changing Mat
The Kid’s Alm EcoSoft is a reversible, waterproof changing mat that features ten di erent design options with removable terrycloth covers held by magnets. Made from sustainable cotton and virgin wool, the mat provides temperature-regulating comfort with self-cleaning properties, while the special Sorona padding makes it entirely petroleum-free. The perfect blend of design, functionality and sustainability.
Toys & Education: Lenabo GmbH (Germany), Lenabo Smart Toy System
A modular smart toy system for children aged 0 to 7 that brings together play and learning in a unique way. The smart speaker interacts with interchangeable plush toys called Lenabies, and plays age-appropriate content – from white noise for babies to stories and interactive games. The Lenabo Smart Toy System grows with the child, is durable, can be easily controlled via the app and meets the highest safety standards.
The ergonomic maternity belly band features an integrated, patented back support structure and innovative O-shaped design to provide comfort and support throughout pregnancy.
The world’s rst breastfeeding ball that combines lymphatic drainage with temperature, movement and compression. Lactamo eases breastfeeding problems such as pain, engorgement, mastitis, oversupply and low milk supply, helping millions of mothers worldwide. The ball is speci cally designed for the elasticity of breast tissue and based on decades of research. Lactamo is made from safe, non-toxic medical silicone, and is both washable and reusable.
Safety & Monitoring: reer GmbH (Germany), Drawer Stopper
The innovative stopper keeps little ngers safe while letting children reach harmless items on their own, like plastic containers or snack boxes – even when parents are busy in the kitchen. The stopper also prevents them from closing the drawer completely. Safety and independence together in one product.
Sustainability & Nature: Candide Baby Group (France), Cotton Mattress
Made from upcycled cotton bres from the garment industry, this sustainable, baby-safe mattress is hypoallergenic, breathable and temperature regulating. Crafted in France, Cotton Mattress sets new standards with its soft organic cotton cover – removable, machine washable and designed for lasting comfort, durability and sustainability.
Sustainability & NatureCandide Baby Group (France),
Each year, Kind + Jugend in Cologne sets the stage for the latest innovations and trends in the nursery industry. For us at The Nursery Store, it’s one of our favourite shows to attend, it’s an invaluable opportunity not only to discover exciting new products but also to strengthen our partnerships and shape the way we bring value to families
At the moment our focus is to nurture and develop our relationship with third-party brands. Every brand we work with comes with its own story, its own personality, and its own loyal following. Our job is to protect that heart and soul, while making sure parents experience the very best of what each brand has to offer. Think of us as matchmakers, connecting brilliant brands with families who’ll love them, all while delivering an exceptional customer experience that keeps everyone smiling. After all, when brands feel nurtured and customers feel valued, everybody wins.
Of course, it’s not just me doing the rounds. Jenny, our Senior Buying Manager, was in deep conversation with the team at Tutti Bambini about their latest collection. Think beautiful, practical, and very much “want-it-in-my-housenow” vibes. As always, Tutti Bambini are proving that nursery furniture doesn’t have to choose between functionality and looking fabulous.
Meanwhile, Zoe, our Head of Design (and resident trend-spotter), was practically buzzing with excitement over
Retail matters
This month Christy Foster , Managing Director of The Nursery Store , shares her insights from Kind + Jugend in Cologne. From exciting brand partnerships and innovative product launches to evolving design trends and luxury collaborations, Christy reflects on how the event inspires The Nursery Store’s mission to connect families with trusted, beautifully designed products.
some of the innovations she discovered. Voice-activated car seats? Yes, really. Brands are finding smarter ways to weave tech into products without overcomplicating them, which is exactly what busy parents need. And then there’s the outdoor lifestyle trend, products designed to grow with families, adapt to adventures, and last well beyond the baby years.
We also couldn’t miss the pushchair collaborations stealing the spotlight. Aston Martin and Porsche teaming up with pram brands? Let’s just say, these are the wheels to turn heads at the playground. Engineering meets elegance, it’s luxury parenting at its finest.
On the design front, the colour story continues to evolve. Warm neutrals are holding strong (always a favourite), but we’re seeing a lovely shift toward taupe and brown, rich, timeless shades that add a touch of understated sophistication. It’s the kind of palette that makes nursery products feel less “babyish” and more seamlessly integrated into the family home.
What truly stands out about Kind + Jugend is the sense of possibility. It’s not just about what’s launching today, but about the conversations and collaborations that will shape the future of our industry. Whether it’s through breakthrough technology, thoughtful design, or strong partnerships, the show reaffirmed that the nursery sector is full of creativity and innovation.
As I reflect on my time in Cologne, I feel excited for the months ahead. With new
partnerships developing, fresh collections on the horizon, and innovative products set to launch, we’re more committed than ever to curating a range that parents can trust and love. At The Nursery Store, we’re proud to be part of this evolving journey, and we can’t wait to share what’s next with our customers.
Jenny, Senior Buyer
Managing Director, Christy Foster
12-14th October 2025
Harrogate International An Unmissable Event for
This October, the UK’s nursery industry is heading north for one of the most important—and eagerly anticipated—events in the trade calendar.
From 12th to 14th October 2025, Harrogate International Nursery Fair returns to the Harrogate Convention Centre, bringing together the biggest and most exciting brands in the sector, alongside a vibrant mix of emerging names and international newcomers.
Year after year, Harrogate cements its place as the go-to destination for discovering the latest innovations, nurturing supplier relationships, and networking with fellow professionals in a relaxed and welcoming atmosphere. This year’s show promises to be another great event with brands and buyers alike seeing Harrogate not just as a trade show, but as a vital part of their commercial strategy.
The 2025 fair will once again showcase an impressive roster of exhibitors, ranging from well-established household names to up-and-coming innovators. Returning favourites such as CuddleCo, Cybex, Dorel, Uppababy, iCandy, Venicci, Hauck and Joie - plus the welcome return after a break from exhibiting for Silver Cross and Done by Deer - who have all rebooked for this year’s event, eager to reconnect with retailers and show o their latest collections. They’ll be joined by exciting new exhibitors including Nora Baby, Membantu, Petit Wagon, Bababing, Sweet Dreamers, Soft Touch Babywear and Momcozy each bringing fresh perspectives and innovative product lines to the oor.
Among the many highlights, BabyStyle is set to be one of the most talked-about exhibitors this year. Making its return to Harrogate with what it describes as its “most exciting line-up yet,” BabyStyle is pulling out all the stops. Visitors will be treated to the UK debut of the brand’s exclusive Aston Martin partnership—a design collaboration set to turn heads. Also taking centre stage is the Oyster Vee, which boasts a world- rst folding carrycot. Attendees can also get hands-on with the cabinapproved egg Sky and the much-anticipated eggX, which was teased in a “secret room” at last year’s show and will nally be revealed in full. With additional new products across both the Oyster and egg ranges and the brand’s legendary Sunday night party making a return, BabyStyle’s stand is shaping up to be a must-visit.
While Harrogate is undoubtedly a place for serious business, it’s also renowned for its warm, sociable atmosphere. It’s a show where conversations spark partnerships, and handshakes still matter. For many attendees, it’s as much about the people as the products.
Recognising the importance of connections, this year’s fair is placing even more emphasis on creating space for informal networking and downtime. For the rst time, the exhibition halls will remain open until 8:00pm on both Sunday and Monday evenings, allowing visitors to wind down after a busy day of meetings and product demos. A number of exhibitors are already planning drinks receptions and social gatherings on their stands, transforming the show oor into a buzzing after-hours hub of industry chatter, idea sharing, and celebration. Further details of these evening events will be announced closer to the show.
Nursery Fair 2025: the Nursery Industry
What makes Harrogate so unique is the way it blends a high-quality business environment with a down-to-earth, friendly vibe. There’s a distinct sense of community that brings retailers, suppliers, distributors and designers together—not just to do deals, but to collaborate, inspire, and plan for the future. The town itself adds to the experience, with its historic charm, walkable layout, and range of bars and restaurants creating the perfect backdrop for both day and night networking.
Adrian Sneyd, show organiser, comments: “The nursery sector is a relatively intimate industry where people value getting to know the face behind the email and creating lasting business relationships. Harrogate is one of the few places in the UK where you can do that. We encourage retailers to come along and meet exhibitors rst hand. We still have space available for companies wishing to exhibit and sell products to a diverse UK and European audience.”
While Harrogate is undoubtedly a place for serious business, it’s also renowned for its warm, sociable atmosphere. It’s a show where conversations spark partnerships, and handshakes still matter. For many attendees, it’s as much about the people as the products.
The fair’s popularity o ers a sense of long-term stability for brands looking to plan ahead and grow their presence in the UK nursery market. It’s a smart move that re ects Harrogate’s status as the industry’s agship event—and its reputation as a launchpad for some of the most exciting products in the sector.
For buyers, Harrogate presents a rare opportunity to see a comprehensive crosssection of the industry all in one place. Whether you’re refreshing your current stock, seeking new suppliers, or simply keeping up with the latest trends and regulations, this is the place to be. And with many brands timing their new launches to coincide with the show, there’s no better moment to discover what’s next.
With its unbeatable mix of innovation, community, and good old-fashioned hospitality, Harrogate International Nursery Fair 2025 is shaping up. For those in the nursery trade, it’s more than just a date in the diary—it’s a business essential, and a social highlight all rolled into one.
For the full list of exhibitors, the latest show news, and to register your attendance, or to book a last minute stand visit www.nurseryfair.com
Perfect alignment
Licensed nursery products continue to deliver strong consumer appeal, spanning categories from plush toys to travel systems.
The Best or Nothing
The Mercedes-Benz AMG GT2 2025/26 stroller launches in Bright Light, blending cutting-edge design, comfort, and compact foldability for parents who value style, innovation, and performance in every detail.
The Mercedes-Benz AMG GT2 makes a bold statement in its new Bright Light colourway. Featuring authentic AMG cross-spoke rims with air-chamber tyres and adjustable suspension, it delivers a smooth ride with unmistakable style. The premium folding carrycot is equipped with an in nitely adjustable climate zone and a discreet viewing window, ensuring optimal air ow and comfort for little ones. A practical cup holder keeps drinks close at hand, while the compact fold and car-seat compatibility make it ideal for modern lifestyles. Finished with a black leatherette handle with white stitching and a serial hand brake, the AMG GT2 unites luxury with performance.
TEL: 01902 965882
info@mercedes-baby.com
Licensed classics for precious new arrivals
From Paddington and Peter Rabbit to Winnie the Pooh, Guess How Much I Love You and even Harry Potter, Rainbow Designs’ extensive licensed character collections provide retailers with a trusted choice of meaningful, high-quality nursery gifts. Focused on newborn to preschool, these timeless ranges are designed to be treasured, making them the perfect choice for celebrating precious new arrivals.
The refreshed Paddington for Baby collection o ers beautifully designed nursery toys, including a baby soft comforter, ring rattle and My First Paddington, each created to delight the youngest of Paddington fans while becoming cherished rst companions.
Equally enchanting, the spellbinding Harry Potter nursery range brings the Wizarding World to little ones with whimsical My First Soft Toys, Comforters and Ring Rattles featuring Harry, Hedwig and Dobby. Exciting new additions, such as the Hogwarts Express Soft Book and Harry Potter Activity Cube, add even more magic to this bestselling licensed collection.
The Disney Classic Pooh range captures the timeless charm of A.A. Milne’s bear with soft toys, comforters, rattles and plush activity toys designed to encourage sensory development. Meanwhile, Beatrix Potter’s beloved Peter Rabbit continues to deliver in the Once Upon a Time and deluxe Signature collections, which include soft toys, comforters, developmental plush and beautiful gift sets presented in illustrated keepsake boxes.
TEL: 01329 227300
www.rainbowdesigns.co.uk
Precision meets parenthood
The Nuna x BMW Collection rede nes the ride. Step into a new era of family sophistication with the exclusive Nuna x BMW collection. This partnership merges Nuna’s premium baby gear innovation with BMW’s iconic automotive design ethos, delivering parenting essentials that embody elegance, performance, and precision with commitment to providing premium lifestyle solutions, featuring lightweight frames, one-hand fold technology, and precision engineering. From pushchairs to carry cots, each product showcases meticulous craftsmanship, for e ortless sophistication and everyday ease featuring BMW’s signature accents and Nuna’s timeless style. www.nunababy.eu
Everyday comfort for mum and baby
Mother&Baby Organic Cotton Pillows have been created to support parents and babies at every stage.
The Organic Cotton Feeding and Infant Support Pillow wraps comfortably around the body, o ering a safe, supportive spot for feeding, tummy time or sitting as your baby grows. Featuring a certi ed organic cotton cover, it provides peace of mind with no harmful chemicals or dyes. For mums-to-be, the 12ft Deluxe Organic Cotton Body and Baby Support Pillow o ers full-body comfort throughout pregnancy. Designed to ease pressure and promote restful sleep, it delivers safe, natural support for both mum and baby from pregnancy to beyond. sales@cuddleco.co.uk
COFFEE BREAK
Nursery Today takes a break with Rainbow Designs Sales and Brand Director, Zara Grindrod to gain further insight into the world of licensed nursery products.
Licensed characters often hold a special place in family life. In your experience, what is it about recognised characters that resonates most with parents or gift givers?
Heritage and nostalgia play a huge part. Parents and grandparents often want to share the characters they grew up with, passing those cherished memories on to the next generation. Characters like Peter Rabbit, Paddington, and Disney Winnie the Pooh, who is celebrating his centenary in 2026, carry powerful emotional connections, while more modern classics such as the Guess How Much I Love You Nutbrown Hares, continue that same tradition. These brands all embody values such as trust, warmth and wholesomeness, which resonate strongly with families.
Do you nd that consumers place a higher perceived value on nursery products when they feature a trusted licensed character compared to nonlicensed designs?
Absolutely. In a time when nances are tight, parents and gift buyers want real value for money and tend to head for what they know and trust. Licensed characters provide familiarity and reassurance, they know exactly what they are getting with a trusted brand. When that trust is combined with Rainbow’s reputation for high quality and safety, consumers feel con dent their gift purchase.
How do you go about selecting which licensed characters to bring into your range? Are you driven more by timeless classics, current trends, or a mix of both?
Our collection has fundamentally been rooted in children’s literature. We o er a balance of beloved classics such as Paddington, Peter Rabbit and Winnie the Pooh that have been part of Rainbow’s story since the 1970s, alongside modern-day favourites like Guess How Much I Love You, The Very Hungry Caterpillar, Elmer and Harry Potter, to cater for the younger generation of parents who want to share the love for their childhood favourites. New for this year, we are delighted to introduce Bing. This hugely popular preschool bunny, created by Ted Dewan, has inspired a
range that include new lines focused on the younger preschool audience such as the Interactive Bing, Sula and Flop Soft Toys, plus the Wooden Bing Busy Board, designed to support early learning through play.
What advantages can nursery retailers gain by stocking your licensed range and what type of support do you give your retail partners?
Licensed products not only attract customers but also drive repeat sales, thanks to their strong consumer recognition. To support our retailers, our dedicated field sales team works closely with partners on merchandising, creating displays that make the best use of space while adding in-store theatre. We provide FSDUs and POS across many brands, along with bespoke or permanent displays where needed. In addition, our consumer marketing campaigns and active social media support amplify awareness and help retailers connect with engaged audiences.
As new generations of parents come through, how do you see the role of licensed nursery products evolving, and what opportunities does this create for both Rainbow Designs and equally retailers who stock your range?
Licensed nursery products will continue to play a vital role, o ering the reassurance of trusted brands while evolving to meet the expectations of today’s parents. Nostalgic heritage characters remain hugely appealing, but there is also growing demand for ranges that support learning, development, and sustainability. For Rainbow, this means expanding with innovative formats while ensuring quality and timeless storytelling remain at the heart of what we do. For retailers, this presents ongoing opportunities to tap into both the emotional connection and practical value that parents and gift givers seek.
Time for Tee
25th Nursery Today golf day at Puckrup Hall brought smiles all round and saw the nursery industry’s nest golfers taking to the fairways on what was weather-wise a beautiful sunny day on the 1st July. Nursery Today’s Malcolm Naish gives his roundup from the day.
Glenn Harrison always wins something and 2025 was no di erent – nearest the pin on the 7th
BabyStyle’s Kim Rollinson winner of the Longest Drive with a monster that Rory would have been proud of
The morning nine-hole Texas Scramble was won by the Premier Decs team with a net 24 with the Harrogate Nursery team coming second on 27.1 and Babystyle 3rd on 28.5. Not an easy competition to score, so my thanks to Ed and his Puckrup team for scoring the cards.
This opening nine holes is to get the various teams in ne fettle for the afternoon 18-hole individual Stableford trophy and team four-ball, not forgetting our added trophy for the yellow ball competition.
Following a hearty lunch of egg, bacon and chips, this healthy repaste saw our golfers teeing o from 1 o’clock.
Winning the individual Stableford with 39 points was Adrian Sneyd – famous not only for his golf prowess, but also his skill at selling stand space for the Harrogate Int. Nursery show. 2nd with 38 points was Kim Rollinson, well known for his hard work with BabyStyle and 3rd with 37 points was myself.
The beautiful BabyStyle trophy for the winning four-ball team with 100 points was the all-conquering Harrogate Nursery show organisers of Adrian Sneyd, Simon Anslow, Pravin Patel and Alan Thomas. They were having a eld day, having already won the morning Texas Scramble and individual Stableford. 2nd with 98 points Andy Crane’s BabyStyle team including Andy, Kim Rollinson, Richard Furnival and Iain Kelly and 3rd with 95 points the Premier team of Nick Crispin, Rolf Hunt, Pravin Patel and Eddy Brady.
Premier’s team of Nick Crispin, Danny O’Halloran, Eddy Brady and Rolf Hunt winners of the Texas Scramble with a net 24.
The Yellow Ball trophy is as hard fought as all the other competitions. With the splendid trophy provided by Derrick Barker, of the teams playing, only two managed to keep the yellow ball in play for the entire 18 holes and then on a countback of the back nine as both the BabyStyle team and the Harrogate Nursery show team both nished with 33 points, it was Andy Crane’s team winning the event.
No golf day would be complete without competitions for the Longest Drive, Nearest the pin and Nearest the pin in two.
Winners were as follows
Longest Drive: Kim Rollinson
Nearest the pin: Glenn Harrison
Nearest the pin in 2: Richard Trott
Adrian Sneyd is all smiles holding his team’s fourball trophy with golf organizer supremo Malcolm Naish
We always encourage Lady golfers and with last year’s defending champion Cat Dodd unable to play this year, it was great to see Judit Gumbau – BabyStyle’s marketing expert on online services taking part.
I hope Judit and Cat will be playing in next year’s event along with a few more lady players that has already been booked for Wednesday the 1st July at Puckrup Hall.
For 2026 we shall be opening up the event to golfers from within our other b2b titles, including toy, gift, greeting card, Christmas Decs., and Tableware industries with an additional trophy for the winning industry four-ball.
My thanks to the staff at Puckrup Hall who ensured a great course and a splendid barbeque to round off the proceedings.
See you all next year – Tiger (Malcom) Naish.
Date for the diary
For 2026 we shall be encouraging golfers from within our other industry leading titles to join us on the day to play for an ‘Industries Cup’. This will hopefully broaden the appeal and encourage more golfers to take part.
After all, ‘All work and no play’ does make for a dull life!
The date: 1st July 2026.
The Yellow Ball trophy provided by Derrick Barker to Andy Crane’s BabyStyle victors with 33 points
The BabyStyle team –major supporters of our golf day with debutant lady golfer Judit Gumba
Individual Stableford winner Adrian Sneyd (right) with runner up Kim Rollinson
Malcolm Naish with BabyStyle’s Andy Crane.
Winning team four-ball with Simon Anslow, Pravin Patel and Adrian Sneyd – not sure where Eddy went
Splish, splash, sell!
Bathtime is more than just keeping little ones clean, it’s a moment of fun, learning, and comfort. From playful toys that spark imagination to safe, practical baby baths designed for every stage, here we shine the spotlight on bathtime products that are available to order now. Whether it’s splashing with colourful characters or enjoying a soothing soak, these bathtime essentials bring joy to families while o ering trusted quality and value.
Stick n Play
From mealtimes to bath time, at home or on the go, the Stick ‘n’ Play
Sensory Star Toy from Shnuggle will keep babies entertained any time of the day. Turn any smooth, at surface into playtime whether it is a highchair, bath, play seat or even aeroplane tray. The suction cups keep the sensory star toy rmly in place; and its compact size means it can be easily stored in baby’s change bag for on the go play and is perfect for little hands to grip easily.
With three sensory stars for lots of tactile play, Stick ‘n’ Play encourages hand-eye coordination and helps to develop ne motor skills and imaginative play. Made from food grade silicone, it can also be used as a teether with the soft, textured surface of the stars ideal for relieving teething discomfort.
BPA free and dishwasher safe, Stick ‘n’ Play is suitable from birth. www.shnuggle.com
Encouraging sensory exploration
Commotion’s range of bath toys and water play accessories is one of their best-selling categories of the season. Always keeping educational play at the heart of their product o ering, their own tickit brand water and bathtime toys o er numerous developmental bene ts for babies, toddlers, and young children. Engaging with water encourages sensory exploration, helping children to develop their sense of touch, temperature awareness, and hand-eye coordination. Splashing, pouring, and squeezing toys support ne and gross motor skills, while also strengthening muscles. Socially, water play can be a fun collaborative experience, teaching children about sharing and turn-taking when playing with siblings or peers.
The end of Q2 saw the launch of tickit’s highly anticipated silicone SiliSoft range and it has proved popular and successful among their retail and educational resellers. Bathtime play provides a soothing environment, helping to reduce anxiety and support bedtime routines, especially for babies and toddlers. Tactile, squashy toys, such as the tickit silicone SiliSoft Animal Squirters or Sensory Eggs, stimulate imagination and creativity. info@commotion.co.uk www.commotion.co.uk
One tub, two stages
Angelcare’s uniquely designed 2-in-1 Bath Tub safely supports both newborns and infants.
Initially cradling smaller babies from 0 to 6-months in a gentle reclined position, the inside of the tub includes Angelcare’s exclusive soft-touch, non-slip material, which, for ultimate comfort, warms quickly so baby doesn’t touch a cold surface. Then, once baby can sit up independently, (from 6-12-months) it offers a safe and comfortable upright support for added peace-of-mind and safety as they grow.
Aiding a stress-free, hands-free bath time, parents can relax knowing baby is safe and comfortable, as they simply savour the moment, enjoying bath time bonding and play time with their little one.
For further information contact Chris Grech-Cini on the below.
If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.
BPIA notice board
BPIA brings the back to Kind +
For the rst time since 2019, the Baby Products Industry Association (BPIA) returned to Cologne this September with its UK Pavilion at Kind + Jugend - one of the world’s premier trade events for the nursery sector.
Running from 9th to 11th September 2025, the show marked a signi cant milestone for the BPIA, which, pre-Covid, hosted the event’s largest national pavilion, featuring nearly 70 British brands.
While this year’s presence was more focused, the UK Pavilion made a notable impact, showcasing ve innovative British companies: Baby By U, Baby Up by Albani, My Carry Potty, Penny + Kids, and Cardea Solutions. Strategically located in Hall 10.2, the Pavilion bene ted from strong footfall and high visibility throughout the event. With support from sponsors BabyStyle and SB Global Logistics, exhibitors and visitors also enjoyed complimentary refreshments and a well-attended networking drinks reception on opening day, which brought together key players from across the global nursery industry.
Marc Hardenberg, Chair of the BPIA, expressed his enthusiasm at the Association’s return:
“We’re delighted to be back at Kind + Jugend. The UK Pavilion has been a real success for everyone involved. Exhibitors met with major retailers during our meet-and-greet sessions, including representatives from John Lewis and Amazon and our networking event saw a fantastic turnout. It’s been wonderful to reconnect with members and engage with new prospects attending the show.”
Among this year’s exhibitors was Baby By U, a new
brand and nalist in the BPIA’s 2024 Concept & Innovation Awards. Founder Allan Park shared his appreciation for the support provided by the Association: “Any innovation process takes real commitment. Being part of the BPIA gives you access to knowledge and experience that would otherwise take years to gain. Attending Kind + Jugend independently takes weeks, even months, of preparation. The BPIA makes that process simple and accessible. The UK Pavilion package is startup-friendly and far easier than dealing directly with show organisers. They even assist with logistics and stand graphics if needed.” Re ecting on his rst time exhibiting internationally, he added: “Here I am, at Europe’s largest nursery trade show, presenting our product, something that wouldn’t have been possible without the BPIA. A huge thank you to the entire team.”
Oliver O’Carroll of Cardea Solutions echoed this sentiment: “We’ve had a fantastic time exhibiting as part of the BPIA UK Pavilion. It had been a while since we were last at Kind + Jugend, and the support from Julie, Christine, and Marc made all the di erence. Being part of the Pavilion gave us invaluable access to top retailers, including John Lewis, and a great opportunity to network with other British brands and share insights. I’d absolutely recommend other UK companies to join next year.”
UK Pavilion Jugend 2025
Returning exhibitor Dr Albani Ltd also saw the bene ts of participating under the BPIA umbrella. Founder and MD Odetta Albani explained: “This year’s event was especially important for us. Kind + Jugend is the biggest and most in uential trade fair for the juvenile products industry in Europe, and attending is a major commitment for startups like ours.”
“We’re delighted to be back at Kind + Jugend. The UK Pavilion has been a real success for everyone involved. Exhibitors met with major retailers during our meet-and-greet sessions, including representatives from John Lewis and Amazon and our networking event saw a fantastic turnout.” Marc Hardenberg, Chair of the BPIA
“Last year, we exhibited solo in the startup area and learned a lot through trial and error. This year, joining the BPIA’s UK Pavilion transformed the experience. Our stand was in a prime location next to major industry players, which really boosted visibility and tra c. The BPIA o ered end-to-end support from coordinating logistics and stand design to product delivery and on-the-ground assistance.” She added: “But the real value was in the connections. The BPIA team actively introduced us to key contacts and opened doors we wouldn’t have reached on our own. We’re truly grateful for their support and proud to be part of the BPIA community. It’s a partnership we hope to continue as we grow.”
June Pennykid of penny+kids also found the experience invaluable: “As a startup, the BPIA’s support made exhibiting at Kind + Jugend possible. Without it, I doubt we would have managed, or been able to a ord to attend. From the start, the process has been smooth, with introductions to trusted partners and constant support on the Pavilion. We’ve made invaluable connections with both distributors and retailers, and being at an international event like this, backed by such a supportive team has been a fantastic opportunity.”
It is not just start-up companies which bene tted from participating in the UK Pavilion. “It’s been great to be back in the BPIA UK Pavilion,” said Amanda Jenner director of well-established brand My Carry Potty. She continues: “This year in Kind and Jugend was one of the best shows we have ever had. We’ve had positive meetings with all our UK buyers to further strengthen our UK business. Being on the BPIA stand has also allowed us to be introduced to and network across the wider industry. We have a lot of exciting things in the pipeline due to the success of the show.”
The positive feedback from everyone in this year’s UK Pavilion and renewed momentum across the sector post-pandemic, has rea rmed the BPIA’s role as a vital launchpad for British nursery brands looking to access international markets and grow their global reach.
Marc Hardenberg concludes: “We will de nitely be looking to rebook space at Kind + Jugend 2026 when we hope we can encourage many more members to join us to y the British ag as ‘the nation of innovation’.”
