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contents the team Editor Penny Franks penny@lemapublishing.co.uk

Sales Director Claire Naish clairenaish@lemapublishing.co.uk

p14

Production Director Paul Naish paul@lemapublishing.co.uk

Production

REGULARS 6

News

BPIA

New Products

CONTRIBUTORS

Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

For circulation enquiries contact: subs@lemapublishing.co.uk

p24

Lema Publishing Ltd Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA Telephone: 01442 289930

www.nurserytoday.co.uk

Contents September.indd 1

Pramland’s John Barker reflects on a surprisingly strong season, the growing appeal of fashion-led collaborations, the ongoing battle over pricing and the importance of protecting independent retailers’ margins.

Jonathan Feingold

Jonathan Feingold takes a closer look at China’s rapidly evolving nursery market, exploring how falling birth rates, premiumisation, safety, digital retail and changing parenting attitudes are reshaping one of the world’s most competitive baby gear markets.

FEATURES/ SPOTLIGHT 14

Travel Systems

Double Pushchairs

Carriers/Slings

Bathtime

RETAILER INTERVIEW

p30 Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers, nor any organisation mentioned in the text. Opinions and comments expressed in this publication by contributors and writers do not necessarily reflect those of the publishers.

Barking Mad

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BabyLuv

Jolly Tots

COVER STORY 12

Cosatto

Wow 4 is coming into land. The pinnacle of Cosatto’s Ultimate collection, this iteration of their flagship travel system takes premium further. Discover more over on page 12.

14/09/2026 12:03

editor’s letter

www.nurserytoday.co.uk | Instagram: nurserytoday | LinkedIn: Nursery Today

eptember has arrived, and with it comes the latest issue of Nursery Today. This month, we take a look at a host of key product categories, including Travel Systems, Double Pushchairs, Infant Carriers & Slings and Bathtime products. For many nursery retailers, Travel Systems remain a staple in-store, with bundles proving particularly popular. With this in mind, we spoke to independent retailers Baby Luv and Jolly Tots to gain their insights into the category and discover what parents are currently looking for. Innovation also continues to shape the market, with the latest folding carrycots making Travel Systems even more practical and appealing. Check out Cosatto’s Wow 4 over on page 10.

At Baby Luv, Operations Manager Adele Donson is seeing growing demand for space-saving designs, folding carrycots and lightweight, easy-to-manage models that fit seamlessly into family life. As Adele explains on page 16: “Folding carrycots are proving to be a strong selling point, particularly for parents looking for convenience and space-saving solutions. Warranties are also important, as they give parents added reassurance when making a significant purchase. Overall, value for money remains a key priority, with parents looking for quality, practical features and longevity at a price that feels worthwhile.” You may also have spotted Cosatto’s latest Wow 4 gracing our front cover this month. Coming into land as the pinnacle of Cosatto’s Ultimate collection, the latest iteration of its flagship Travel System takes

premium design a step further. With statement styling, attention to detail and plenty of unmistakable Cosatto personality, Wow 4 is designed for parents who want to stand out without shouting about it. Want to find out more? Simply turn to page 10. Our contributors also bring you plenty of insight this month. As summer draws to a close, Pramland’s John Barker reflects on a surprisingly strong season, the growing appeal of fashion-led collaborations, the ongoing battle over pricing and the importance of protecting independent retailers’ margins. He also pays tribute to a much-missed industry friend. Meanwhile, Jonathan Feingold takes a closer look at China’s rapidly evolving nursery market, exploring how falling birth rates, premiumisation, safety, digital retail and changing parenting attitudes are reshaping one of the world’s most competitive baby gear markets. We also turn our attention to Carriers & Slings, with babywearing brand Tula unveiling a reimagined identity and elevated carrier collection, combining fashion-forward prints with the ergonomic comfort and quality parents have trusted for more than a decade. We also catch up with Ergobaby’s CMO Herberto Calves to gain his insights into the infant carrier sector. Sadly, this month we also announce the passing of Kevin Clarkson, one of the industry’s most respected figures and long-time owner of Paul Stride in York. For many years, Paul Stride was a much-loved fixture of the York nursery retail scene, and Kevin built the business on quality, safety and honesty. His customers trusted his advice, while suppliers valued his straightforward and professional approach. We send our sincere

condolences to his family, friends and everyone who knew him. And finally, it’s not long now until Harrogate! With the show opening its doors on 18 October, make sure you pre-register to attend. It is a great opportunity to discover new launches, see products first-hand, enjoy demonstrations and catch up with fellow industry professionals. Visit nurseryfair.com to find out more. We’ll bring you a full preview of the event in our October issue. Until then, enjoy the September issue!

Back to school… and time to plan ahead

SMART STRATEGY FOR BUSY FAMILY BRANDS. Contact: amber@azariapr.co.uk

nursery today

Editors letter Seotember.indd 1

14/09/2026 15:22

news Safety by Design: Building Compliance into Every Product By Scott Blease, Founder, Plan A Product Development

Founder, Scott Blease

Safety and compliance may not be the most glamorous part of product development, but in the nursery industry there is nothing more important. One of the biggest mistakes a brand can make is treating compliance as something to think about once a product has been designed. In reality, it should be baked into every stage of development – starting before the first concept is even created. At Plan A, we always begin with diligent research. Where will the product be sold? Which standards need to be met? Are regulations likely to change? What testing will be required? Answering these questions early can influence everything from materials and construction, to dimensions, functionality and cost. We regularly see how a lack of understanding at the outset can lead to development delays, misunderstandings with factories and their project teams, or budgets being stretched far beyond initial expectations. There is also the danger of over-designing. Premium fabrics, finishes or unnecessarily complicated features can quickly push a product’s cost beyond the price point its intended market will support. Commercial thinking and compliance therefore need to sit alongside creativity from day one. For brands with international ambitions, there is another consideration. UK and European requirements differ, while markets including the USA and Canada have their own standards. Wherever possible, it makes sense to consider those future territories at concept stage. Discovering later that a product requires significant redesign before entering another market can mean considerable additional time, tooling and investment. Standards themselves don’t stand still either. Regulations and guidance continue to evolve, so keeping an eye on proposed government initiatives is essential to ensure your product isn’t suddenly non-compliant just months after launch. How to ensure you get it right… You can find free information through industry bodies such as the BPIA, and ultimately we recommend always seeking specialist advice. You want to be 100% sure that you aren’t wasting development time and potentially (worst case scenario) launching a product that could be withdrawn from market. There’s a phrase we use regularly at Plan A: every day your product isn’t on the shop floor is lost revenue. Ultimately, good compliance planning isn’t about ticking boxes at the end of a project. It’s about reducing risk throughout it. Doing the homework at the beginning, asking the right questions and building safety into the design can prevent costly surprises later. Because while great nursery products should be innovative, beautiful and commercially successful, above everything else, they have to be safe.

Plan A is one of the leading nursery product development companies. Founded by Scott Blease, who has worked in the nursery industry for over 25 years, Plan A takes products from the spark of an idea to a fully retail-ready item, covering everything from strategy, design, sourcing and prototyping, to compliance, production and graphic design. For questions or advice on compliance, contact us at

https://planapd.com/ - we’d be happy to chat. 6

Mamas & Papas

completes refinancing following record year Mamas & Papas has completed a refinancing designed to strengthen its capital structure and support the next stage of its growth strategy. The UK nursery brand said existing investor Bluegem Capital Partners has reinvested alongside several new investors, including global alternative investment manager Cheyne Capital. The refinancing follows a strong financial year for the business. In the 12 months to 30thMarch 2026, Mamas & Papas reported a 4% increase in revenue to £170m, while EBITDA rose 21% to £14.5m. The company said its market share has also grown to around 25%, making it the UK category leader based on market-share data from GfK. Executive chairman Steve Parkin commented: “This refinancing is a vote of confidence in our strategy, performance, market leadership and forward potential, and provides a strengthened capital structure to support the execution of that strategy. “Our focus remains unchanged – building an even stronger Mamas & Papas brand worldwide and growing our community of new and expectant parents who rely on us for the best advice, design, quality and range. This is what drives sustainable growth in our category.” Mamas & Papas has continued to invest in its own brand while expanding its range of third-party brands, positioning the business as a destination for new and expectant parents. All ofits channels contributed to its FY26 performance, including concessions, standalone stores, online and its international operation. Its British-designed range is now available in more than 30 countries worldwide.

mamasandpapas.com

Joe Swanston launches

Sunday Commerce Joe Swanston has launched Sunday Commerce, a new business created to help nursery brands connect retail, e-commerce and social commerce. With a decade of experience helping baby brands grow in-store and online, Joe has created Sunday Commerce to give brands strategic and practical support, helping them see the whole landscape and access the opportunities across it. Sunday Commerce strategises, plans and implements growth across the key pillars of modern commerce… turning opportunity into reality. Joe says: “Retail, e-commerce and social commerce are no longer separate consumer experiences. We exist to help brands make every touchpoint feel intentional, giving consumers a better journey, and more reasons to choose your product over your competitor’s.” The launch comes as nursery businesses continue to navigate a more complex route to market, with consumers discovering products across social platforms, marketplaces, D2C and specialist retail. Brands looking for their next phase of growth are always welcome to reach out to Joe for a coffee – and a conversation about how Sunday Commerce can help. Joe adds: “I tend to avoid the word “agency.” It’s just not what we are creating”

Contact Joe Swanston MD, Sunday Commerce Website: www.thesundayfeeling.com Email: joe@thesundayfeeling.com

nursery today

News September.indd 1

14/09/2026 12:08

Harrogate introduces ‘show ready’ stands to make exhibiting easier than ever

news

Harrogate International Nursery Fair has unveiled a new range of Show Ready stand packages, offering brands a simple, cost-effective route into the UK’s only nursery trade exhibition. Designed for companies looking to maximise their exposure without the expense and logistics often associated with larger exhibition spaces, the professionally designed turnkey stands provide everything needed to create a strong presence at the show for one clear, competitive price. Taking place from 18-20 October 2026, Harrogate International Nursery Fair continues to be the industry’s key meeting place for retailers, buyers, distributors and manufacturers. The new Show Ready packages have been developed to make exhibiting more accessible, particularly for brands launching new products, entering the nursery sector, testing the market, or seeking a hassle-free exhibition experience. Exhibitors simply select the package that best suits their needs, bring their products and branding materials, and arrive ready to do business. Show Director Adrian Sneyd commented: “We recognise that companies are looking carefully at how they invest their marketing budgets, so we’ve created a solution that removes many of the traditional barriers to exhibiting. Our Show Ready stands offer a professional, high-impact presence while keeping costs and organisation to a minimum. It’s an easy, affordable way to get products in front of key retail buyers and industry decision-makers.” The packages are expected to appeal to a wide range of businesses, from emerging brands looking to raise awareness to established companies wanting a streamlined exhibition solution. With limited availability and strong interest already being shown, companies considering exhibiting at Harrogate this October are encouraged to secure their space soon. For further information, contact Adrian Sneyd on 01902 880906 or email adrian@nurseryfair.com.

www.nurseryfair.co.uk

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News September.indd 2

14/09/2026 14:32

news

Exciting brands from Simba Dicke available at Baby Brands Direct

Two exciting brands from Simba Dicke’s portfolio, Simba and Smoby, have just arrived at Baby Brands Direct! Simba is well known for manufacturing high quality licensed plush toys. They offer a fantastic selection of Disney toys, featuring beloved characters like Mickey Mouse, Winnie the Pooh and Stitch! The range available at Baby Brands Direct includes plush toys featuring both classic and modern designs, blind box keyrings and collectable toys. Smoby offers an exciting selection of pretend play sets, like playhouses, supermarkets, workbenches and beauty salons. These robust, beautifully designed play sets are perfect for preschools and nurseries, as well as the home. Kids will love using their imaginations and exploring different scenarios through role play. Each set comes with a variety of accessories for an immersive experience! Register with Baby Brands Direct today to order products from these recently acquired brands!

www.babybrandsdirect.co.uk

Mamas & Papas launch partnership pregnancy & parenting charity NCT

Mamas & Papas’ new partnership with NCT will combine fundraising, community groups, educational content and in-store pop-ups to make it even easier for more parents to find the information and reassurance they need, when they need it most. To help raise vital funds for NCT, Mamas & Papas customers will have the chance to support the charity by rounding up and donating with Pennies when making purchases in store nationwide. Each donation will help NCT to reach even more women and parents through free-toaccess information, practical support, volunteer-led events and campaigning work. It comes as research from the charity’s 2026 Parent Experience Report revealed that almost two-thirds (62%) of new parents experience loneliness or isolation at least some of the time. The nursery brand will also become the headline sponsor of NCT Bumps & Babies, free groups run by community volunteers across the UK that bring parents together in the early weeks and months and help families build local, lasting connections. Sarah Ashby, COO at Mamas & Papas, said: “Supporting parents is at the heart of everything we do at Mamas & Papas. From helping parents prepare for their baby’s arrival with our industry-leading product ranges to providing trusted guidance and reassurance throughout the parenting journey, we’re here to help families feel confident, prepared and able to enjoy every moment of the parenting journey. “That’s why we’re so proud to partner with NCT. Together, we share a commitment to ensuring more parents feel informed, connected and supported during one of life’s most exciting and transformative experiences. By helping to fund NCT’s in-person groups and extending access to their trusted expertise and community, we can help more families feel less isolated, build lasting connections, and embrace the joy of pregnancy, birth and early parenthood with greater confidence.” 8

JoJo Maman Bébé launches exclusive T-Shirt inspired by children’s art JoJo Maman Bébé has launched its exclusive ‘Future for Everyone’ Sunshine T-Shirt to celebrate 10 years as a certified B Corporation. Retailing at £16-£18, 20% of sales from the t-shirt will be donated to the brand’s longstanding charity partner, Action for Children, helping to fund the charity’s vital work supporting children, young people and families across the UK. In April 2026, JoJo Maman Bébé proudly marked a whole decade of being a B Corp certified company. To celebrate the milestone, they invited some of their little customers to get crafty, creative, and share what they love most about our planet. Inspired by their ideas, JoJo designed a limited-edition t-shirt that celebrates the world through the eyes of the next generation. Naomi Parry, Head of Brand at JoJo Maman Bébé, who led the campaign and creative, said: “The children involved in this project reminded us exactly why we do what we do. Their creativity and imagination inspired every aspect of this design. As we celebrate a decade of B Corp certification, we wanted to create something that reflected our commitment to families, communities and caring for the world around us. This t-shirt is a celebration of just that. We’re also delighted that, through our partnership with Action for Children, every purchase will help support vital services for children, young people and families across the UK, making the project even more meaningful.” JoJo became the UK’s first B Corp childrenswear brand in 2016 – an achievement they’re incredibly proud of. Being part of this global movement reflects their dedication to using business as a force for good, from how their products are made to how their stores operate, each choice is carefully considered. By inviting their youngest customers to share their perspectives, JoJo was able to celebrate 10 years as a B Corp in a way that reflects its core values. The initiative championed creativity and self-expression while highlighting the importance of caring for our planet, demonstrating how even small, everyday choices can make a meaningful difference. The limited-edition t-shirt is available to shop online via the JoJo Maman Bébé website: www.jojomamanbebe.co.uk

Tribute: Kevin Clarkson, Paul Stride, York

The nursery retail trade has lost one of its most respected figures with the passing of Kevin Mark Clarkson, long-time owner of Paul Stride in York, who died peacefully at home on 23rd August at the age of 62. For many years, Paul Stride was a fixture of the York nursery retail scene, supplying prams, car seats and nursery goods to families across the city and the surrounding areas. Kevin built the business on a reputation that mattered more than any single sale: quality, safety and honesty. Customers trusted him to steer them toward the right product for their family, and suppliers valued him as a straightforward, professional partner to work with. That reputation, earned over decades, is the clearest measure of what he achieved in the trade. Kevin was diagnosed with Motor Neurone Disease last year, and it was this illness that led to the closure of the shop. Those who knew him and worked alongside him will remember not only the standards he set for the business, but the warmth and care he brought to it. Away from the shop floor, Kevin is remembered by his family as a devoted husband to Philippa, a father to Toby and Eddy, and “Papo” to his grandchildren Abi, Sofi and Jasper. He was the son of Pauline and the late Alan, and brother to Karen. Friends and colleagues in the trade will also remember his love of colourful shirts, a small but fitting reflection of a character who was never afraid to stand out for the right reasons. The funeral service will be held at York Crematorium on Wednesday 16th September at 12.20pm. In keeping with Kevin’s character, the family has asked that mourners wear a splash of colour in his memory. Family flowers only are requested, with donations instead welcomed for the Motor Neurone Disease Association (MNDA) and St Leonard’s Hospice. Funeral enquiries can be directed to Fielder & Sons, Pocklington. Kevin Clarkson’s contribution to independent nursery retailing in York, and the standards of professionalism and trust he set for those in the trade, will not be forgotten.

nursery today

News September.indd 3

14/09/2026 12:08

Chicco Next2Me Forever Bedside Cot A sleep solution that grows with every stage. The Chicco Next2Me Forever Bedside Cot is designed to keep parents and baby close for longer, supporting peaceful nights from birth up to 4 years. Available in the new contemporary Almond colourway, this versatile 3-in-1 solution transitions from a bedside cot to a traditional cot and later a Montessori-inspired floor bed as little ones grow. An easy one-hand sliding barrier allows quick access to baby during the night, while 11 height positions and a tilting function provide a comfortable fit for a wide range of beds. A breathable mattress and mesh sides promote airflow for a cooler, more comfortable sleep, while Chicco’s patented safety barrier system offers added reassurance for parents. For more information, please contact: sales@rkwltd.com | 0333 220 6070

(92

Next2Me Forever

Bedside Cot

Next2Me Twins

Bedside Crib

Next2Me Magic Evo

Bedside Crib

Baby Hug 4-in-1 Armonia

Bedside Crib

Cover Story COSATTO

Walk on the W A New Chapter Unfolds: Cosatto unleash an icon for a new generation.

ow 4 is coming into land. The pinnacle of Cosatto’s Ultimate collection, this iteration of their flagship travel system takes premium further. Discover statement refinement, designed for parents who want to stand out without shouting about it. Walking on the Wow side means the design DNA is in the detail. Premium enough to feel understated, but unmistakably Cosatto. Parents can express their personality their way, as their own inner rebel meets reliable and refined. This is elevated radical. This is Wow 4.

Elevated Engineering New Wow 4 is the sleek, ultra-compact system with an effortless one-piece ‘fold-in-half’ action with either carrycot or seat unit attached, bringing complete portability and supreme storability. The height-adjustable chassis brings elevated positioning for enhanced parent-child bonding. One-handed, parent-focused functionality keeps every adventure effortless, while shock-absorbing dual suspension and re-designed chassis bring enhanced all-terrain performance and next-level comfort. Discover coziness and connection in motion. 10

Rotate and Slide Innovation

Innovative Extras

Wow 4 is available with the new Cosatto Seed Recline i-Size 0+ car seat, (40-87cm) bringing extra flexibility for busy parents. It reclines in five positions on the Wow 4 chassis and two positions on the new

Leading the Ultimate collection, Wow 4 comes with luxury accessories as standard. We offer even more value with our Wow 4 bundles. From car seat and stroller to travel and epic options, your customer can save on their Cosatto collection. For the Wow 4 Cosatto have even created exclusive Ambassador bundles. Be the one to wow them.

Walking on the Wow side means the design DNA is in the detail. Seed Rotate and Slide ISOFIX car seat base, providing seamless compatibility and comfort. The new sliding base has been designed around the realities of everyday parenting. Combining smooth rotation with innovative sliding movement, this premium base allows the compatible Seed Recline car seat to rotate and slide towards the vehicle door creating a more ergonomic experience while supporting quick and convenient access to the child.

Think Different Design Cosatto’s signature storytelling prints remain at the heart of Wow 4. From enchanted woodland worlds and moonlit mystery to lush botanicals, there’s a design for every personality. Tapping into the growing nature-anchored trend, each one brings its own story, beautifully balanced with world-class Cosatto craftsmanship.

Better for Babies Coming with the signature Cosatto sensory hood, Wow 4 is created to enhance early sensory skills with designs that encourage engagement. Serious about happy babies, Cosatto have worked alongside the UK’s leading baby labs and harnessed baby science to drive product development.

nursery today

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14/09/2026 12:09

Wow Side

Five New looks, Five Different Personalities Wow 4 doesn’t stop at clever engineering. Cosatto has also brought its signature sense of colour, pattern and personality to the collection, with five new designs created to give your customers plenty of choice, from soft, nature-inspired palettes to more characterful, storybook-inspired looks. Fernscape brings a fresh, grown-up take on nature with a palette of soft sage, deep pine and warm tan. Leaf detailing and quilted textures give the design plenty of visual interest, while keeping the overall look calm and lush. It’s a natural choice for parents looking for something contemporary and quietly distinctive. Willowherb takes its inspiration from the garden, with a fresh, cheerful feel that taps into the continuing popularity of botanical and homegrown themes. It has an easy, optimistic character that makes it instantly approachable, a shop floor statement without feeling too niche. Woodfolk is where Cosatto’s playful side really comes through. Woodlandinspired badger motifs combine with heritage-inspired textures and nostalgic storybook quality and cheeky Cosatto characters. A traditional colour palette gives it broad appeal. For retailers, it’s a particularly strong option for customers

who want their pushchair to feel individual rather than simply practical. Folklore takes a softer, more considered route, combining earthy tones, organic shapes and tactile detailing. The result is warm and contemporary, with a crafted feel that will appeal to parents looking for something a little more understated, but still recognisably Cosatto. It’s a design with longevity too, a look that’s comforting, timeless and wholesome. Lunar Leap keeps things classic with an all-black base, lifted by a white hare motif set against a moonlit backdrop. It’s the straightforward choice for customers who prefer black, but the hare detail gives it a distinctive Cosatto touch and a whimsical air. Together, the five designs give Wow 4 a broad visual appeal, while keeping the personality and creativity that Cosatto is known for. Whether the customer is drawn to calming botanicals, playful character, rich heritage influences or something more pared back, there’s a design with a distinct point of view, giving retailers a collection that’s as easy to merchandise as it is to fall in love with.

For more information on the new Wow 4 range or any other Cosatto product please contact Steve Birds on the below.

steve.birds@cosatto.com | www.cosatto.com nursery today

CoverStoryCosatto.indd 2

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feature TRAVEL SYSTEMS

Travel made simple

Travel systems continue to evolve as parents look for practical, flexible solutions that can adapt to everyday life. From compact folds and folding carrycots to ease of use, longevity and value, retailers are seeing a shift towards systems that combine convenience with style and functionality.

he travel system remains one of the key purchases within the wheeled goods category, but what parents expect from these products continues to change. While functionality and safety remain fundamental, today’s customers are increasingly looking for systems that make everyday life easier, offer genuine longevity and deliver value across multiple stages of their child’s development. For many parents, the appeal starts with convenience. Rather than buying individual components separately, there is growing demand for packages that bring together a pushchair, carrycot and compatible car seat, providing a complete solution from birth. Joie’s Head of Product Management, Damon Marriott, says this approach is becoming increasingly important. “Most parents seem to be looking for multiple products in one package, which offers value while also providing reassurance that all the items are compatible and designed to function as a collective. This approach also tends to provide a consistent style, which is important in the wheeled goods sector.” That desire for a coordinated package is being matched by an increased focus on how easily a system fits into everyday family life. For independent retailers, the ability to demonstrate practical features and explain how a product will work beyond the showroom can be an important part of the sales process. At Baby Luv, Operations Manager Adele Donson is seeing particularly strong interest in compact solutions. “We’re definitely seeing more customers looking for compact models that can also be used as a Travel System. Grandparent-friendly models seem to be particularly important, with families looking for pushchairs that are easy to use and can be shared between grandparents and parents. Simple folding, ease of use and compatibility with car seats and carrycots are key considerations.” The ability to fold easily is clearly becoming a major consideration, particularly for families who rely heavily on their cars. A pushchair may need to be lifted in and out of a boot several times a day, making a straightforward, intuitive fold more than just a useful feature. Jess Mclean, owner of independent retailer Snuggle

& Stroll, says ease of use is currently one of the strongest selling points. “Ease of use is probably the biggest selling point we’re seeing right now. Parents want a travel system that makes life easier, not more complicated. A simple, intuitive fold is hugely important, particularly for families who are constantly in and out of the car.” Storage is another area where compact design is making an impact. As families become increasingly conscious of the space available in their cars and homes, systems that offer a smaller footprint without compromising on comfort or functionality can provide a strong proposition. Folding carrycots are proving particularly appealing. Traditionally, carrycots have needed to be removed from the chassis before the pushchair can be folded, but folding designs can help simplify the process and make better use of limited boot space. “Folding carrycots are proving to be a strong selling point, particularly for parents looking for convenience and space-saving solutions,” says Adele. “Warranties are also important, as they give parents added reassurance when making a significant purchase. Overall, value for money remains a key priority, with parents looking for quality, practical features and longevity at a price that feels worthwhile.” Jess agrees that folding carrycots are gaining attention, particularly among families with smaller vehicles. “Being able to fold the carrycot down rather than having to remove it every time can be a real gamechanger for boot space and convenience, particularly for families with smaller cars.” The carrycot is also part of a wider conversation around longevity. Parents are increasingly looking beyond the newborn stage and considering how useful their chosen travel system will remain as their child grows. “Flexibility is another big one,” explains Adele. “Parents are looking beyond the newborn stage and asking how long a system will realistically work for their family. They want good longevity, the ability to use different configurations and a system that can grow with their child (or children).” This focus on longevity is also influencing the

conversation around value. While price remains important, retailers are finding that customers are increasingly willing to invest when the benefits of a product are clear. Rather than simply seeking the cheapest option, parents want to understand what they are getting for their money, from quality materials and comfort through to compatibility, warranty provision and how long the system can realistically be used. Weight is another consideration, with parents looking for a balance between a robust, comfortable pushchair and something manageable enough to lift into a car. “Parents want something substantial and comfortable for baby, but not something they dread lifting into the car!” says Jess. She also highlights the importance of a feature that can sometimes be overlooked during the initial purchase: the shopping basket. “A generous, accessible basket is also a surprisingly important feature once parents realise just how much they’ll be carrying.” Alongside these practical considerations, appearance continues to play an important role. Travel systems are highly visible products, used regularly when families are out and about, so aesthetics can influence the final purchasing decision. “Functionality remains key, but in the wheeled goods category we find customers place a great deal of significance on the look and feel of a product, which is expected since so much of the time using these products is spent out and about,” says Damon. For manufacturers and retailers, therefore, the opportunity lies in bringing together practicality, style and longevity in a single proposition. Compact folding mechanisms, folding carrycots, generous storage, car seat compatibility and easy-to-use configurations all have a role to play, but the overall experience needs to feel straightforward for parents. Ultimately, today’s travel system needs to work hard for modern families. Whether it is being folded into a small car, shared between parents and grandparents, adapted as a child grows or used from newborn onwards, the emphasis is firmly on making everyday journeys simpler while delivering the quality and value parents expect from a significant purchase.

nursery today

Feature TravelSystems.indd 1

14/09/2026 12:20

Double stroller. First class seating. estrella™

double stroller | birth to 22 kg (approx. 4 years) From customisable seats to a simple one e hand fold, this lightweight and luxurious double stroller oller makes navigating life with two littlies feel silky smooth. mooth.

For more information and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

feature TRAVEL SYSTEMS

Designed for

comfort The Nuna TRIV lx All-Season Set + ARRA flex Travel System is a bundle designed for comfortable journeys from newborn onwards.

The TRIV lx pushchair features an all-season seat that adapts from cosy winter warmth to breathable summer mesh, while all-wheel suspension and large EVA foam-filled tyres provide a smooth ride across different terrains. The included carry cot offers lie-flat comfort for newborns, while the winter stroller set adds extra warmth and protection. For car journeys, the ARRA flex infant car seat offers three recline positions, including a 157° recline, and connects easily to the BASE curv for convenient 360° rotation. Available in Caviar and Cosmopolitan.

Built in flexibility

Ickle Bubba Stomp Luxe Elements Edition Travel System combines elevated styling with value, practicality and all-terrain performance. Suitable from birth to 22kg, the complete travel system includes a carrycot and reversible seat unit, which is available in flexible 12-, 15or 16-piece bundle options. Inspired by natural tones and textures, four nature-inspired colourways feature luxury woven fabrics, metallic detailing and leatherette finishes. Puncture-proof wheels, integrated suspension and a lightweight chassis support easy manoeuvrability, while a magnetic buckle harness, adjustable handle, UPF 50+ hood and generous storage add everyday convenience.

jade.allen@icklebubba.com

www.nunababy.eu/en

Four modes

in one

Versadrift On The Go includes a winning combination of versadriftt, ramble XL, i-Snug 2 and i-Base Encore. Versadrift is a hardworking multitasker that makes adjusting to your baby’s everchanging needs, a breeze. With the push of a button, all four wheels swivel 360 degrees, making every adventure glide in any direction. From crowded shops to busy streets, bustling public transport and more, versadrift is built to tackle every obstacle. Suitable from birth, versadrift has a flat reclining seat that is simple to switch between the parent and world facing modes. With four modes in one, versadrift is ready for anything. The simple to use one click adapters allow you to easily attach ramble xl or i-Snug 2. When you’re ready to hit the road, i-Base Encore makes it easy to get your little one in and out of the car in a flash.

uksales@joiebaby.com www.joiebaby.com 14

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Built for Growing Families

The award-winning Near2Me DLX Travel System Bundle is a gamechanger for families, offering unbeatable quality and value for a travel system, that also gives parents the safety, comfort, and convenience they demand. Included in Graco’s incredible value bundle is the SnugLite i-Size R129 infant car seat, SnugTurn i-Size R129 rotating car seat base, Near2Me DLX pushchair and separate carrycot. The pushchair has three Slide2Me height adjustments which is loved by parents - with a simple click and slide action, baby is effortlessly raised up or down for tailored comfort, what’s more, the pushchair’s telescopic handle easily extends and retracts to match the height of whoever is pushing for even more convenience.

www.gracobaby.eu/uk

Travel ready Style, comfort, with Joie This 4in1 pushchair is the driver of your dreams with plenty of ways to roll and a fast way to fold. The bumpier the better for finiti, with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres. When out and about, little one is shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time. Combine finiti with i-Level Pro, a lie flat lounger, made for safer spines and easy breathing, as well as ramble XL carry cot to create a complete travel system. I-Level Pro’s exclusive Tri-Protect headrest features Intelli-Fit memory foam is engineered for optimal head and neck security. The headrest and harness adjust simultaneously so on the go alterations are effortless.

uksales@joiebaby.com | www.joiebaby.com

versatility Ready to Cruise? The Push Me Cruise from Red Kite brings style, comfort and versatility to every family adventure.

Available in sophisticated Chestnut and Onyx, this complete 3-in-1 travel system takes little ones from newborn to toddler, with a folding carrycot, reversible seat and R129 infant carrier — all wrapped up in beautifully considered design.

www.redkitebaby.co.uk

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retail BABYLUV

Travel systems

fit for retail

For today’s parents, choosing a Travel System is about finding the right balance between practicality, comfort, longevity and value. At Baby Luv, Operations Manager Adele Donson is seeing growing demand for space-saving designs, folding carrycots and lightweight, easy-to-manage models that can fit seamlessly around family life. Here, Adele talks to Nursery Today about the features making an impact in-store, the growing importance of products that can be shared between parents and grandparents, and why a good in-store demonstration can make all the difference. Travel systems remain an important part of the nursery market. What are you currently seeing in-store, and what are parents looking for when they begin their search for a Travel System? Space-saving designs seem to be particularly important for parents at the moment. We’re also seeing a strong focus on mattress quality, with parents looking for comfort and support for their baby. Bundle packages are another key consideration, as parents are increasingly looking for good value and convenience by purchasing everything they need in one package. What features are currently proving to be the biggest selling points for Travel Systems? Are parents prioritising flexibility, longevity, ease of use, weight, fold, storage or value for money, for example? Folding carrycots are proving to be a strong selling point, particularly for parents looking for convenience and space-saving solutions. Warranties are also important, as they give parents added reassurance when making a significant purchase. Overall, value for money remains a key priority, with parents looking for quality, practical features and longevity at a price that feels worthwhile. Compact-fold pushchairs have really evolved over recent years. Are you seeing more customers looking for a compact model that can also be used as a Travel System, and how important is compatibility with a car seat and carrycot? 16

Yes, we’re definitely seeing more customers looking for compact models that can also be used as a Travel System. Grandparent-friendly models seem to be particularly important, with families looking for pushchairs that are easy to use and can be shared between grandparents and parents. Simple folding, ease of use and compatibility with car seats and carrycots are key considerations. Are parents becoming more interested in having one pushchair that can adapt to different stages and lifestyles, rather than buying separate products for different needs? What are the key questions customers are asking around this? Kind of. Parents are certainly interested in products that can adapt as their child grows and offer good longevity, but the comfort of the carrycot remains very important, particularly in the early stages. Customers are often looking at how long the carrycot can be used for, how comfortable it is for their baby, and how long the seat unit will last into the next stage. Longevity and value for money play a huge part in their decision-making. What trends are currently standing out in wheeled goods? Are you seeing particular demand for lightweight and compact designs, cabin-friendly models, folding carrycots, one-handed folds, larger wheels or more premium styling and finishes? Lightweight and manageable designs are definitely

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Folding carrycots are “proving to be a strong

selling point, particularly for parents looking for convenience and space-saving solutions. Warranties are also important, as they give parents added reassurance when making a significant purchase.

”

standing out, particularly models that are easy for families to share between parents and grandparents. Folding carrycots are also proving very popular, especially with grandparents-to-be, as they offer a practical, space-saving solution without compromising on comfort. How much is lifestyle influencing the pushchair customers choose? For example, are urban living, smaller car boots, frequent travel and the desire for a more compact fold changing what parents expect from a Travel System? Lifestyle is one of the first things we advise customers to consider. The pushchair needs to work for you and fit around your lifestyle, whether that means a smaller car boot, frequent travel or simply

needing something easy to manage day to day. As pushchairs are an investment that can often last through to the next baby, parents are looking for something practical, adaptable and durable for the long term. With so much research now taking place online, how influential are social media, reviews and recommendations in shaping what customers come into store asking for? And how important is an in-store demonstration in converting that interest into a sale? A lot. Customers are doing plenty of research before they even step foot in the store, reading reviews, researching brands and following influencers to understand what other parents are recommending. Some customers already have particular brands or models in mind when they come in because of what they’ve seen online. That’s why the in-store demonstration is so important. It gives customers the opportunity to see how the product actually works, try the fold, test the weight, try it in their car and get a feel for whether it suits their lifestyle before making that final decision. From a retailer’s perspective, which brands or particular Travel Systems are performing especially well for Baby Luv at the moment, and what do you think is making them stand out with your customers? We are seeing strong interest in brands that offer a good balance of quality, practicality and value for money. Models with compact or folding carrycots, lightweight frames and easy-to-use folds are particularly appealing. Customers also respond well to brands that offer good warranties and longevity,

as they see a Travel System as an investment that needs to work for their lifestyle and potentially last through to their next baby. Innovation is moving quickly across the category. Are there any new features or developments that have particularly impressed you recently, and what would you like to see brands introduce next to make Travel Systems even more practical for parents? The carrycot stands have been a real game changer. They make much more use of the carrycot beyond the pushchair itself, giving parents an additional practical and useful option at home. It’s a great example of innovation that genuinely adds value and versatility for families, rather than simply adding another feature. Looking ahead, where do you see the biggest opportunities within Travel Systems and wheeled goods? Do you think the future lies in increasingly compact, versatile products that can offer the convenience of a lightweight pushchair without compromising on the benefits of a full Travel System? I think the biggest opportunity is in compact, versatile products that offer the convenience of a lightweight pushchair without compromising on the comfort and functionality of a full Travel System. Parents want products that are easy to manage and store, but still offer longevity and the features they need as their baby grows. The ability to adapt to family life, work across different lifestyles and be easily shared between parents and grandparents will continue to be a big focus.

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feature TRAVEL SYSTEMS

Travel systems moving forward Travel systems continue to be a key category for nursery retailers, with parents increasingly looking for versatile, easy-to-use solutions that offer value without compromising on style or functionality. From compact folds and lightweight designs to flexibility, compatibility and in-store demonstrations, there is plenty for retailers to consider when helping customers choose their first set of wheels. We caught up with Joie’s Head of Product Management, Damon Marriott, to find out what’s driving the travel system market, which features are resonating with parents and how Joie is approaching innovation across its wheeled goods range. What are you seeing in the travel system market at the moment, and have you noticed any changes in what parents are looking for when choosing their first set of wheels? Most parents seem to be looking for multiple products in one package, which offers value while also providing reassurance that all the items are compatible and designed to function as a collective. This approach also tends to provide a consistent style, which is important in the wheeled goods sector. When it comes to travel systems, which features are really resonating with parents today, and how is Joie using these insights to influence its product development and innovation? We continue to see the fold being an important aspect of any wheeled product, with the capability to fold fast and small being a desirable feature for most parents. World- and parent-facing seating options are always a plus, and we see plenty of positive sentiment when it comes to our magnetic-style buckles. Developing new features to provide an improved experience for parents and children is important to us, and getting feedback from parents as well as retailers is key to that. Are there particular types of travel systems performing especially well at the moment, such as lightweight, compact or more versatile options, and do you have a Joie model that is proving to be a real hero? There’s a space for all types of options to perform well, 18

but currently we see versatile options that are on the lighter side leading the way. Finiti is currently our hero and has gone from strength to strength in 2025 and 2026. Earlier this year, we launched valora, a lighter and narrower version of finiti, which has been really well received. Innovation is such an important part of the nursery market. Can you give us an insight into what’s coming next from Joie in wheeled goods, and are there any new products or developments you’re particularly excited about? We are currently hard at work creating a selection of accessories to complement our wheeled range. We feel this is very much needed and will add tremendously to the options we already have available, which are already popular. Further product innovation is coming, but we prefer to keep this under wraps until the upcoming trade shows. How important is it for parents to see and try a travel system in-store before making a purchase, and what advice would you give retailers on demonstrating the key features and benefits to customers? There’s a lot of money tied into purchasing a travel system, so just on that basis alone, it’s worthwhile trying before you buy. That’s before you take into account the quantity of features and aesthetic aspects that parents have to consider before making a purchase.

I think it is important to be open with customers about the number of options available. With so much to choose from, there’s always going to be something that will suit them perfectly. How is Joie balancing functionality and flexibility with style, colour and design, particularly as parents become more discerning about how their first set of wheels look as well as how they perform? Fashion refreshes and attractive designs are an ongoing task which we place a great deal of emphasis on, as we aim to provide exactly what customers are looking for as time goes on. Functionality remains key, but in the wheeled goods category we find customers place a great deal of significance on the look and feel of a product, which is expected since so much of the time using these products is spent out and about. With families increasingly mindful of their budgets, how do you approach the balance between price, quality and features, and what do you think gives Joie a strong position within the travel system market? As a brand, it’s essential that we provide options for varying budgets. A driving part of our mindset is giving every family the opportunity to own a wellmade, safe product. If you look across our range, I think this ethos is reflected, as you can find Joie products at many different price points, suiting a range of budgets.

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Everyday Value for

Growing Families Graco’s Tavira and Revaya travel systems offer growing families reliable, ready-from-day-one value.

Suitable from birth to approximately four years (0–22kg), both include the SnugLite Eco i-Size R129 infant car seat for a complete travel solution. Tavira combines affordable, fuss-free functionality with a one-hand gravity fold, four-position recline, adjustable calf support, smooth-touch harness, spacious basket, parent tray, UPF 50+ canopy, swivel-lock wheels and raincover. Revaya adds extra flexibility with a reversible handle for parent- or world-facing travel, no-adapter car seat attachment, one-hand gravity fold, four-position recline, adjustable calf support, UPF 50+ canopy, fabric-wrapped bumper bar, large basket, raincover and pads.

www.gracobaby.eu/uk

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.

E N G L A N D N U R S E R Y T O D AY GERMANY BABY&JUNIOR NETHERLANDS BABY WERELD POLAND BRANŻA DZIECIĘCA

BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl

S P A I N P U E R I C U LT U R A M A R K E T

Katja Keienburg katja.keienburg@babyundjunior.de

SWEDEN LEK & BABY

bcmi@babycaremagazines.com www.babycaremagazines.com

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retail JOLLY TOTS

Smart travel

solutions For today’s parents, choosing a travel system is all about finding the right balance between practicality, flexibility and value. We caught up with Loretta Owen, owner of Jolly Tots, to find out what customers are currently looking for, which features are making the biggest impact in-store and how lifestyle is influencing purchasing decisions. From folding carrycots and compact travel systems to the growing demand for bundles, Loretta shares her thoughts on the trends shaping the category. Travel systems remain an important part of the nursery market. What are you currently seeing in-store, and what are parents looking for when they begin their search for a travel system? For many new parents, choosing a travel system is less about tackling rugged terrain and more about finding a lightweight, practical solution that can adapt to everyday life. Key features increasingly sought after include a lie-flat car seat, rotating ISOFIX base, folding carrycot and multi-purpose functionality. Parents are also looking for systems that can make the transition from car to home or overnight use as simple as possible. The ability to use a carrycot for overnight sleeping can be particularly appealing, while a rotating car seat base offers added convenience when getting a baby in and out of the car. Folding carrycots can also make storage and travelling considerably easier. Rather than prioritising large wheels and extensive all-terrain capabilities, many families may prefer a system that is easy to lift, fold, store and transport, while still offering enough suspension and stability for everyday walks. What features are currently proving to be the biggest selling points for travel systems? Are parents prioritising flexibility, longevity, ease of use, weight, fold, storage or value for money, for example? Yes, we are seeing increasing interest from customers in compact pushchairs that can also function as a 20

complete travel system. Parents want the convenience of a smaller, lightweight pushchair without having to compromise on functionality during those early months. Compatibility with a car seat and carrycot is therefore very important. Customers are particularly interested in features such as a lie-flat car seat, a rotating base and a carrycot that can fold away easily. Multi-purpose functionality is a real benefit, especially for families who want to use the carrycot overnight with a suitable stand. Compact fold pushchairs have really evolved over recent years. Are you seeing more customers looking for a compact model that can also be used as a travel system, and how important is compatibility with a car seat and carrycot? We are finding that, while there is now a huge choice of cabin-approved strollers that can be used as a travel system, customers are still prioritising a larger travel system for ‘everyday’ use. Are parents becoming more interested in having one pushchair that can adapt to different stages and lifestyles, rather than buying separate products for different needs? What are the key questions customers are asking around this? Yes, parents are increasingly looking for one pushchair that can adapt to different stages of their child’s development and fit a range of lifestyles, rather than buying separate products for each need.

Compact travel systems are particularly appealing because they offer the convenience of a lightweight pushchair while still providing the functionality required during the early months. Sometimes balancing the customer’s expectations against the reality of what is available for their needs can be quite challenging. What trends are currently standing out in wheeled goods? Are you seeing particular demand for lightweight and compact designs, cabin-friendly models, folding carrycots, one-handed folds, larger wheels or more premium styling and finishes? Customers are loving folding carrycots currently. They’ve become the new buzzword. Sometimes they request one as a ‘must-have’ without really knowing what it means, or considering the extra weight it may add. Our customers like travel strollers for holiday travel, etc., but we aren’t seeing them purchase these instead of a travel system. They have become more of a second purchase once they already have a travel system. Customers seem to prefer something more substantial and sturdy for a newborn. How much is lifestyle influencing the pushchair customers choose? For example, are urban living, smaller car boots, frequent travel and the desire for a more compact fold changing what parents expect from a travel system? Lifestyle is having a significant influence on the

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pushchairs customers choose. Parents are increasingly looking for one versatile system that can adapt to different stages of their child’s development and suit a range of everyday situations, rather than buying separate products for each need.

Key features increasingly sought “ after include a lie-flat car seat,

rotating ISOFIX base, folding carrycot and multi-purpose functionality. Parents are also looking for systems that can make the transition from car to home or overnight use as simple as possible.

”

Urban living, smaller car boots and frequent travel are all contributing to demand for more compact, lightweight travel systems with an easy fold. Customers want a pushchair that is simple to lift, store and transport, while still offering the functionality needed during the early months. With so much research now taking place online, how influential are social media, reviews and recommendations in shaping what customers come into store asking for? And how important is an in-store demonstration in converting that interest into a sale? Social media, online reviews and recommendations are highly influential in shaping what customers come into store asking for. Many parents research extensively before visiting, often arriving with a

"AOŉ;AO ŉ Y (5SŉL5 S ŉ A<Y Yŉ]S YŉS 5 Sűh <( (Ĝ AĜ]3

shortlist of specific brands or models based on reviews, demonstrations and recommendations from other parents. However, online research does not always answer the practical questions customers have. They still want to see how compact and lightweight a system feels, how easily it folds, how much space it takes up and how simple it is to attach the car seat or carrycot. This is where the in-store experience becomes particularly important. A hands-on demonstration can turn online interest into confidence. Customers can test the weight, folding mechanism, manoeuvrability and features such as a lie-flat car seat, rotating base or folding carrycot. It also gives retailers the opportunity to understand the family’s lifestyle and recommend the most suitable option, rather than simply confirming what they have already seen online. Ultimately, online research may bring customers through the door, but expert advice and a practical demonstration are often what convert that interest into a sale. This is what we like to offer in-store, a no-pressure environment where we can ensure customers are able to make the right decision about which system best fits their needs. From a retailer’s perspective, which brands or particular travel systems are performing especially well for you at the moment, and what do you think is making them stand out with your customers? Silver Cross is flying at the moment. For us, the Breez and Cove 2 sell exceptionally well, with customers wanting them before they’ve even stepped foot in-store. It can be the easiest sale ever.

Nuna performs consistently well for us across both of our stores. The build quality and five-year warranty are extremely popular with customers. Cosatto is another brand that has performed exceptionally well for us. I couldn’t even begin to tell you how many Giggle 4s we have sold this year. For us, it has been the budget travel system of 2026. My personal favourite travel system at the moment is the new Cybex Balios with folding carrycot and Cloud G. I’m loving the Cozy Beige colour. For just over £1,000, that would be my personal choice. Innovation is moving quickly across the category. Are there any new features or developments that have particularly impressed you recently, and what would you like to see brands introduce next to make travel systems even more practical for parents? I would like to see a travel system with built-in vibration, music, etc., to help get little ones to sleep. Think a built-in ‘Rockit’, especially as we are seeing more parents using the carrycot for overnight sleeping. I think the future of travel systems lies in parents getting as much for their money as possible. We are seeing a huge increase in customers wanting ‘bundles’, knowing that in one hit they have got everything for their little one that they will need. We find that this is especially true when someone else is paying. Customers want everything - quality, value and convenience - all within their budget, and if it can also be cabin-approved and good for all-terrain, then that’s not too much to ask!

(S Ah Oŉ]L5(< ŉĊ ']<Y Oŉnŉh <( (

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spotlight DOUBLE PUSH CHAIRS

Twice as nice From twins to growing families, today’s twin and double pushchairs are designed to make life with two little passengers easier, more comfortable and more manageable.

aving two little ones in tow can bring its own set of challenges, which is why twin and double pushchairs remain an important part of the wheeled goods category. But today’s parents are looking for far more than simply a seat for two. They want pushchairs that are easy to manoeuvre, simple to fold, comfortable for both children and adaptable enough to keep pace with changing family life. Manufacturers are responding with a growing choice of clever configurations, lightweight designs and space-saving solutions, while style and premium finishes are increasingly part of the equation. From side-by-side models to tandem designs, the latest options are helping families find the right fit for everything from everyday errands to weekend adventures. For retailers, this is a category where understanding the individual needs of each family really matters. With the right product knowledge and a good mix of options, twin and double pushchairs can offer valuable opportunities to support parents through a very different stage of their family journey. 22

Door

friendly design Twice the passengers, without twice the fuss. The Push Me Duet is Red Kite’s lightweight twin stroller, designed to make getting out and about with two little ones beautifully simple. Independent reclining seats and UPF 50+ hoods keep both passengers comfortable, while a one-hand fold and door-friendly design make everyday adventures effortless.

www.redkitebaby.co.uk

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spotlight DOUBLE PUSH CHAIRS

One stroller, countless possibilities With up to 14 seating configurations, five bundle options and pricing starting from just £399, the Altair Double Stroller is designed to give growing families the flexibility they need from newborn to toddlerhood.

s families grow, so do the demands of everyday life. Whether welcoming twins, navigating life with siblings close in age or planning ahead for the future, parents need products that can keep pace with the evolving needs of their family. Introducing the new Ickle Bubba Altair Double Stroller & Travel System. Renowned for designing stylish, practical nursery products at accessible prices, Ickle Bubba has created the Altair Double Stroller around one simple idea: every family is different, so their stroller should be too. The modular design provides offers up to 14 seating configurations, combining carrycots, pushchair seats and compatible car seats, to provide a versatile solution that adapts effortlessly from newborn to toddler and twins to siblings. Designed for real family life Premium fabrics give the Altair a contemporary finish, while the extendable UPF 50+ hood provides protection from the elements. Integrated ventilation panels and viewing windows help improve airflow and visibility, while multiple recline positions and adjustable calf rests provide comfort as children grow. For parents, the adjustable telescopic handle allows the stroller to be set to a comfortable height, making pushing easier throughout the day. Suitable from birth to 22kg in each seat, parents can quickly switch between carrycots, pushchair seats and compatible car seats using a simple one-click system, making everyday transitions effortless. Unlike many double strollers, the Altair also folds 24

compactly with the seat attached, helping save precious time when loading the car or navigating everyday life with two little ones in tow. Even the carrycot has been cleverly designed to collapse flat for easier storage at home or while travelling. From everyday strolling to complete travel systems Recognising that every family starts their journey differently, Ickle Bubba has introduced the Altair in a range of carefully curated bundles. Available in 3-colourways, Mink, Black & Laurel Green, parents can choose an option that suits their lifestyle and their budget.

Key features: • Suitable from birth to 22kg in each seat • Up to 14 seating configurations • Compatible with carrycots, pushchair seats and car seats • One-click seat, carrycot and car seat changes • Compact fold with seat attached • Collapsible carrycot for easy storage • Extendable UPF 50+ hood with ventilation and viewing window • Adjustable telescopic handle • Multiple recline and calf rest positions • Spacious shopping basket • Premium fabrics throughout • 74.5cm chassis width fits through standard external doorways For more information, visit the below.

www.icklebubba.com

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Making everyday adventures easier The Nuna TRVL dubl is a lightweight, side-by-side double pushchair designed to make everyday adventures with two little ones easier. At just 12.8kg, the Nuna TRVL dubl combines a spacious double-seat design with a slim 78cm width, allowing it to navigate standard doorways and narrow aisles with ease. Each seat features an independent recline, adjustable calf support and extendable UPF 50+ canopies for personalised comfort. The TRVL dubl also folds easily with one hand and stands upright when folded, making storage and travel simple. With all-wheel suspension, a large storage basket and travel-system compatibility, it is a practical choice for growing families. Available in Caviar.

www.nunababy.eu/en

Customisable

Stylish, lightweight double strolling from

Joie Signature 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 offer 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

stroller

Meet versiti, the customisable stroller that will fit the family 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 offers manoeuvrability flexibility and enough options to keep your family rolling from now into the future. Fully customisable, the versiti will fit 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. Versiti will adapt to every stage of little one’s lives. With single to double capabilities, it’s made to match whatever stage you’re in. Pair it with your favourite Joie infant carrier or carry cot for a luxury pram or stroll first class with the included toddler seat. Growing your family? Versiti transforms into a double stroller with multiple seating configurations and includes additional storage space so you can easily fit everyone’s outing essentials. Sibling seat sold separately.

uksales@joiebaby.com www.joiebaby.com

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nursery matters JOHN BARKER

Barking

Mad

john@pramland.co.uk

“

As the summer draws to a close, Pramland’s John Barker reflects on a surprisingly strong season, the growing appeal of fashion-led collaborations, the ongoing battle over pricing and the importance of protecting independent retailers’ margins. He also pays tribute to a much-missed industry friend.

nother month has passed by and the kids are finally heading back to school, which means the inevitable dip in sales as school uniforms consume all our customers’ free cash. It’s nice to get back to normal and to take a bit of time to analyse the summer holidays. For us, we found the summer period was better than last year, which is pleasing to see. We saw a significant reduction in footfall as the thermometer soared, however, those that did venture out helped us achieve a 15% increase over the same period last year. This was, without a doubt, helped by both Silver Cross and Venicci. With Cove 2, Silver Cross increased the bundle price by £100, meaning additional revenue with every sale. On the flip side, Venicci launched the Hunter Collection at a premium of £150 over the standard edition, and this certainly contributed to our success. Thank you Silver Cross & Venicci! All we need now is for other brands to stop reducing prices and follow suit. More is absolutely better when it comes to prices, in my book. The worst-kept secret in the industry 26

was finally announced… Bugaboo has been working hard with Stella McCartney on a stunning new collaboration, and it’s extremely welcome in my book. With the introduction of the wonderfully popular Venicci Hunter Collection just before the children broke up for their summer holidays, the success of the Hunter Collection, coupled with the hype surrounding the pending launch of the Bugaboo Stella McCartney range, has highlighted that there really is a desire for good collaborations between brands, but not just any brand. Previously, we’ve been used to nursery brands teaming up with car brands, with mixed success. With car brands being perceived as more masculine, these latest fashion-led collaborations are much more in line with what consumers really want. Without a shadow of a doubt, what has helped is that the brands in question are well-known, affordable fashion brands. We aren’t talking about collaborations only for the mega-rich here.

I’d like to think I have the backing of the majority of the industry when I say this to any of you brands reading this… When it comes to pricing issues, please stop letting retailers misdirect you.

Both Bugaboo and Venicci have been clever in positioning their products just above the standard range in terms of price. What, no doubling the price because it says Jaecoo (as if anyone would ever want one of those prams) on the chassis? In addition to this, they’ve both made very considered improvements to the standard product to justify the slight increase. The consumer therefore sees that they are getting a slightly more elevated product, rather than simply being charged for the name it carries. Well done Bugaboo and Venicci on some top products. Extra props go to Venicci for also ensuring the Hunter Collection is not available through any nationals either.

”

Next up, I wanted to mention how we, the hard-working independent retailers of this industry (aka the backbone of the trade), have been caught up in the middle of a price war between two national accounts, and why the situation shouldn’t even be something to consider. I have been extremely vocal about the Venicci decision to sell into Mamas & Papas stores, and the main reason for this was the ongoing issue we have all had with their voucher scheme. I was less vocal, but equally upset, by the decision from BabyStyle to also sell into their stores for the same reason. I can report that I have spoken with Sarah Ashby at Mamas & Papas regarding this situation, and she was very welcoming of my comments and

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sympathetic to all our concerns. She was extremely open with me, and I am pleased to report that she fully addressed my concerns and assured me that she would be monitoring the situation. I would like to thank Sarah for taking the time to visit me and for listening to what I had to say. It’s extremely refreshing to see a brand really considering the needs of us retailers. As part of our discussions, I did point out that when Egg was listed with JLP, it was always excluded from their ‘Buying for Baby’ appointment scheme and therefore, as a group of retailers, we have become accustomed to making full margin on all sales. Likewise, I highlighted that Venicci isn’t listed by JLP either, and therefore the need for the voucher scheme wasn’t there if Mamas & Papas simply ran a price-match system. Over to us to ensure we don’t get silly… more on this in a second. Which leads me on to my final topic this month… I am extremely disappointed to say that despite all of us (and I mean ALL) knowing margins are tight and that costs are rising, we are still seeing certain retailers choosing to senselessly give margin away, hand over fist. I mentioned the brilliant Venicci Hunter Collection above. It’s selling like hot cakes, yet some retailers feel that they need to discount it! Some by as much as 15%! This is simply idiotic and completely unjustifiable. I’d like to think I have the backing of the majority of the industry when I say this to any of

you brands reading this… When it comes to pricing issues, please stop letting retailers misdirect you. Prices aren’t getting destroyed by the nationals, and consumer shows aren’t the reason so many stores are closing. It’s a lack of margin. And by this, I don’t mean percentage points, I mean cold, hard cash margin. It’s a certain contingent of independents that are causing prices to be slashed so that many of us fail to earn what we should. I know you can’t discuss pricing, but you can certainly choose who stocks you. For the sake of the industry and many of its stores, get your houses in order and cut the head off the snake. There is no room in this industry for stores that don’t want to work within acceptable limits. Stop saying goodbye to good stores, run by good, honest retailers that simply can’t earn enough to keep going. Instead, say goodbye to the stores that lack any level of business intelligence and can’t see that what they are doing is damaging this industry and their own businesses too. Finally, I would like to mention the sad news of Kevin Clarkson passing away. Kevin was a true gentleman and hugely respected across the industry. Kevin was approachable, welcoming and a font of knowledge, and he will be deeply missed. Kevin was a good friend, and I used to enjoy our regular chats, moaning about this and that and putting the world to rights. If only this industry had more Kevins, it would be a substantially better place than it currently is. Rest in peace, Kevin. We’ll never forget you.

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feature CARRIERS & SLINGS

Tula Relaunches With E One of the leading babywearing brands Tula unveils a reimagined identity and elevated carrier collection, blending fashion-forward prints with the ergonomic comfort and quality parents have trusted for over a decade.

abywearing brand Tula has relaunched its award-winning carrier lines: Original, Explore, and Kid, alongside a bold new brand identity, marking one of the most significant moments in the company’s history since it was founded in 2009. The rebrand arrives at a moment when the profile of the first-time mother is shifting. Across Europe, women are entering motherhood later, arriving with more established personal style, more disposable income, and higher expectations of the products they bring into their homes. For this generation, motherhood is understood not as a replacement for identity but as another dimension of it, and that shift is reshaping what parents want from baby gear. Tula’s answer is a collection that treats the carrier less like a piece of equipment and more like a considered addition to a parent’s wardrobe. The new range is built on the same ergonomic foundation the brand has spent more than a decade refining, but reimagined through an elevated design lens: high-quality fabrics, a curated colour palette, and prints developed through trend forecasting and consumer insight rather than treated as an afterthought. Four fabric types anchor the collection. Herringbone Twill offers a textured, premium-weight, luxury feel; a new, lighter Linen Twill option sits alongside it. Cotton brings a soft hand-drawn quality suited to delicate detailing, while Tula’s long-standing Mesh fabric, prized for its breathability and ease of movement: returns in fresh prints.

Across these fabrics, the brand has introduced new colourways and patterns, ranging from seasonless neutrals like Ash, Sand & Spruce and Skyline, to statement prints such as the watercolour-inspired Snow Cat and the geometric Santorini Tiles. The range spans understated, trend-led options like Chantilly Botanica’s lace-inspired print through to bolder choices such as Black Mirage’s abstract animal motif, giving parents room to choose a piece that matches their own aesthetic rather than settling for whatever is available. The three core carriers have also been renamed to make selection more intuitive. • The Explore Carrier (formerly known simply as Explore) remains the brand’s most fully featured option, with three carrying positions, padded shoulder straps and a large storage pocket, fitted for babies from 3.2 to 15.9kg. • The Original Carrier, previously branded Free to Grow, offers two carrying positions in a supportive, on-the-go fit for the same size range. • The Kid Carrier, formerly Toddler, extends support up to 27.2kg, positioned as the most fashion-forward option in a category not typically known for size-inclusive design. Beyond the product line, the relaunch includes a redesigned logo, a rebuilt website intended to make browsing and product education more straightforward, and a new photography style that leans into an editorial, fashion-magazine sensibility while still capturing the everyday reality of babywearing.

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h Elevated Style Speaking on the launch, Tula’s CMO Herberto Calves framed the rebrand as a response to how mothers are already living, rather than a stylistic exercise for its own sake. Today’s parents, the company argues, are not looking to compromise: not on the ergonomic support their baby needs, and not on the sense of personal style they’ve built over years of adult life before becoming parents. The rebrand is built around the idea that those two needs were never actually in conflict: they only appeared that way because the babywearing category hadn’t caught up with how parents already dress and live.

“

Beyond the product line, the relaunch includes a redesigned logo, a rebuilt website intended to make browsing and product education more straightforward, and a new photography style that leans into an editorial, fashion-magazine sensibility while still capturing the everyday reality of babywearing.

”

That positioning places Tula in the accessible-luxury segment of the baby product market: elevated in design and finish, but grounded in the ergonomic performance and durable construction that have underpinned the brand’s reputation since its founding. It’s a middle ground the company is betting will resonate with a demographic increasingly willing to spend more on fewer, better-considered items provided the function matches the form. For a category where product design has often trailed behind other areas of parenting and lifestyle goods, Tula’s relaunch signals a broader push toward products that treat parents as people with continuing taste and identity, not simply as caregivers whose personal style takes a back seat once a baby arrives. More information on the brand’s evolution and the full collection is available on their website.

www.babytula.com

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feature CARRIERS & SLINGS

Close for comfort Carriers and slings continue to carve out a strong place in the nursery market, offering parents a practical way to keep their little ones close while keeping their hands free. As lifestyles become increasingly busy, the appeal of products that combine comfort, convenience and flexibility is clear.

or parents, babywearing can make everyday life that little bit easier, whether that means getting on with jobs around the house, heading out for a walk or simply keeping baby close while on the move. Modern designs also place a strong emphasis on comfort and support, with ergonomic features helping parents feel confident that their baby is being carried safely and comfortably. Hip health is another important consideration. Awareness of hip dysplasia has grown, with parents increasingly looking for carriers that support healthy hip positioning. Recognition from organisations such as the International Hip Dysplasia Institute can provide an additional layer of reassurance, helping retailers explain the benefits of different designs and features to customers. For nursery retailers, carriers and slings offer plenty of scope for meaningful customer conversations. They are products that benefit from being demonstrated, allowing parents to see how different styles work, understand the fit and appreciate the comfort and support on offer. Stocking a choice of designs, from easy-to-use slings to structured carriers, also allows retailers to cater for different lifestyles, preferences and budgets. Good product knowledge is key to converting interest into sales. By helping parents understand the differences between each option and highlighting features such as adjustability, ergonomic support and ease of use, retailers can become a valuable source of advice at the point of purchase. With babywearing continuing to appeal to parents looking for closeness without compromising on freedom, carriers and slings remain a category well worth showcasing in-store and online. You will find an array of carriers and slings across the following pages, all available to order now.

All-in-one carrier

Ergobaby’s ultimate all-in-one carrier, engineered for every adventure and every stage. Supporting babies from 3,18 - 20,4 kg, the Omni Deluxe offers four ergonomic carry positions that adapt as little one grows. Thoughtful features make everyday parenting feel effortless: easy adjustments for seamless sharing between wearers, plus four integrated storage areas to keep essentials close at hand. With elevated comfort, premium convenience and Ergobaby’s trusted ergonomic design at its core, Omni Deluxe is made to move with modern families, delivering confident support, hands-free freedom and effortless connection from newborn days through toddlerhood.

www.ergobaby.com/en

Nursery Today caught up with Ergobaby’s CMO Herberto Calves to gain his insights when we look at the infant carrier sector. How are you seeing the infant carrier market evolve, and what are parents looking for today? The infant carrier category continues to be one of the most dynamic areas within nursery, with parents seeking products that combine style, comfort and trusted support. While design and aesthetics remain important, today’s consumers are also increasingly informed about fit, safety and healthy positioning. For retailers, this presents a valuable opportunity to guide parents through the category and highlight the benefits of truly ergonomic design. How important is innovation within this category? Innovation remains key, particularly as parents look for products that make everyday life easier without compromising on comfort or support. At Ergobaby, innovation is always purposeful, with each feature designed to meet a real need for baby and caregiver. With more than 140 patents across 13 products, including the ergonomic bucket seat and 3-way adjustable neck support, the brand continues to lead through considered, evidence-led product development. How much awareness are you seeing around hip dysplasia, and how does Ergobaby communicate this to consumers? Awareness of hip dysplasia and healthy positioning is growing, but there is still scope for further education at point of purchase. Ergobaby places ergonomics at the heart of its messaging, helping parents understand the importance of correct hip, spine and airway positioning from birth. Its carriers are recognized as hip-healthy by the International Hip Dysplasia Institute and carry AGR ergonomic endorsement, with Ergobaby also the first brand to receive AGR certification for both carriers and bouncers. To support consumer understanding, the brand invests 30

in clear educational tools, including its Science hub, practical explainers and CGI fit visuals. Where are parents turning to for information and advice on choosing and using a carrier? Parents are researching more carefully before purchasing, drawing on a mix of online content, reviews, brand guidance and expert advice. However, in-store support remains highly influential, particularly for a category where fit and feel are so important. Nursery retailers, alongside healthcare professionals and babywearing consultants, continue to play an important role in giving parents the confidence to choose and use a carrier correctly. What role can nursery retailers play, and how does Ergobaby support them? Retailers have a crucial role to play in helping parents navigate the carrier category. Demonstrations, fittings and knowledgeable advice can bring the benefits of ergonomic babywearing to life in a way that digital content alone cannot. Ergobaby supports its retail partners with training, product education and fit guidance, helping sales teams communicate key features clearly and recommend the right solution for each family’s needs.

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Comfortable carrying The Dreamgenii SnuggleRoo Baby Carrier is a comfortable, lightweight option for parents who want a carrier that will grow with their little one. Supporting four different positions, the SnuggleRoo allows parents to carry their baby from birth up to 12 months. This sling-like carrier has two adjustable straps and a support band that makes the carrier easy to adapt. The built in support also makes it comfortable to wear, minimising back pain. The Dreamgenii SnuggleRoo Baby Carrier has been designed in accordance with guidelines from the International Institute of Hip Dysplasia. The design of the carrier allows the baby’s hips to fall or move apart on each side, while supporting baby’s thighs and leaving their knees bent in a healthy position. The Dreamgenii SnuggleRoo Baby Carrier is available to buy wholesale at Baby Brands Direct, in three different colour options - black, charcoal grey and light grey.

www.babybrandsdirect.co.uk

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feature CARRIERS & SLINGS

Versality for life on the go

The Ickle Bubba Seren 3-in-1 Baby Carrier gives parents a flexible, hands-free way to carry little ones from 10-weeks to 24-months. With three carry positions, it’s designed for everyday use, especially for those times where a pushchair isn’t always practical. Extra-long padded shoulder straps adjust to suit different wearers, while a supportive waist belt helps distribute weight comfortably. The breathable fabric helps keep both little ones and the wearer comfortable in changing temperatures, and a removable storage pocket adds everyday convenience. With its versatile design and practical features, it offers parents a versatile, stylish carrying option at an accessible price point.

jade.allen@icklebubba.com www.icklebubba.com

The perfect cudl

The Nuna CUDL clik is a versatile 4-in-1 baby carrier designed to keep little ones close while giving parents the freedom to stay hands-free.

Suitable from newborn to around 16kg, it offers four ergonomic carrying positions that adapt as your child grows. Magnetic self-guiding buckles make securing little one quick and straightforward, while padded shoulder and waist straps help distribute weight comfortably. Breathable mesh fabric is ideal for warmer days, and an integrated hood and breeze cover offer added protection outdoors. Practical touches include a removable wristlet pouch, a washable design and two GOTS-certified organic cotton bibs.

www.nunababy.eu/en 32

The savvy way to

carry

This 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

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Cool comfort Ergobaby’s sleekest, lightest carrier, made for effortless closeness from day one.

One fit for all The new Baby Carrier Hold is easy to wear, as you would a jacket, and the new integrated ‘wraparound system’ fits all different body types.

The double layered waist belt and padded shoulder straps distribute weight evenly making it comfortable and adaptable for the wearer. Simultaneously, it is cosy and ergonomic for a newborn up to 18 months, whilst offering the optimal comfort and support as the child grows and becomes heavier. Baby Carrier Hold can be used with a baby facing either inwards or outwards and is acknowledged as ‘hip healthy’ by the International Hip Dysplasia Institute, IHDI. A double-layered waist belt and padded shoulder straps distribute weight evenly. Contact the below for further information.

terriLouise.Hersby@babybjorn.com www.babybjorn.com

For everyday adventures

Meet the award-winning Ara Carrier by Red Kite, now available in the stylish new Truffle colourway. Designed for closeness, comfort and everyday adventures, the Ara offers multiple carrying positions as your little one grows. With supportive padded shoulder and waist straps, it keeps parent and baby comfortable wherever the day takes you.

Newborn-ready from 3,2-15,9 kg, it delivers trusted ergonomic support without the need for an infant insert. Its simple inward-facing design encourages connection in those precious early months, while cross-back straps distribute weight comfortably for everyday wear. Available in breathable mesh or soft linen, Omni Lite pairs cool comfort with a clean, contemporary silhouette. Finished in a curated palette of elevated neutrals, it is babywearing made beautifully simple, an intuitive, stylish essential for modern parents starting their babywearing journey.

www.ergobaby.com/en

Correct positioning The Original, Tula’s classic silhouette, arrives in Shadow Petals: a blurred, modern floral in soft, breathable 100% cotton. Built on Tula’s patented ergonomic design, it supports baby from newborn through toddlerhood, with two carry positions, front-inward and back carry, that keep them in the correct “M” position for healthy hip and spine development. For the wearer: padded shoulder straps, a wide padded waistband, and quick-adjust sizing that fits Petite to 4XL. A matching hood adds breastfeeding coverage, and a front pocket keeps essentials close.

www.babytula.com

www.redkitebaby.co.uk

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spotlight BATH TIME & TOILET TRAINING Looking for Bathtime or Toilet Training Products? Nursery Today shines the spotlight on products that are all available to order now.

Bathtime

convenience Make bath time smarter with this collapsible baby bathtub, built for durability and convenience.

Crafted from premium materials, it ensures long-lasting use while keeping baby safe and comfortable. Its foldable design saves space, perfect for modern homes where every corner counts.

Lightweight yet sturdy, it sets up in seconds and stores away effortlessly. The contoured interior supports little one securely, while the drain plug makes cleaning quick and easy. More than a tub, it’s a reliable, space-saving essential that combines practicality with peace of mind—ideal for parents who want comfort without compromise. For further information contact Christy Lee on the below. lee@plastmetic.com | www.plastmetic.com

Angelcare goes from strength

to strength Bathtime the

eco way

The Eco Bathtime Collection, launched last year is a range of Shnuggle’s most loved products now made with recycled plastic, as part of their “Sustainably Shnuggle” initiative. Rooted in the belief that caring for little ones and the planet go hand in hand, the brand has been prioritising eco-friendly design, eliminating plastic packaging, adopting carbon-conscious shipping, and donating products to local charities. With a focus on durability and longevity, Shnuggle ensures parents can enjoy beautifully designed, high-quality products that are also kinder to the world their children will inherit. Proving just as popular for its beautiful ‘Cookies n Cream’ colourway as it is for its environmental benefits, the Eco Bathtime Collection is made from 98% post-consumer recycled plastic—meaning each product helps divert plastic waste from landfills, giving it a meaningful second life. Making up the Eco Bathtime Collection is the Shnuggle Baby Bath (RRP £26.95), the larger sized Toddler Bath (RRP£45.95) and the Shnuggle Washy Bath Jug (RRP £8.95), for gentle tear-free hair rinsing.

uksales@shnuggle.co.uk www.shnuggle.com 34

Angelcare, the trusted name behind so many parents’ nappy disposal and bath time routines, is expanding its muchloved range with three new launches designed to make family bath time easier, tidier and more enjoyable.

The new Angelcare Bath Shelf keeps toys within easy reach for play and fun-filled bath times, while also holding toiletries neatly in place — clipping straight onto the tub for a tidier, more enjoyable routine. The Angelcare BathDam is a clever addition for families sharing one bathtub across ages, shrinking the tub but not the fun. It instantly creates a perfectly sized, secure space for babies and toddlers (6–24 months) within the main family bath — using less water for a quicker, more economical bath time. Rounding off the launch is the Angelcare Classic XL Quick Roll nappy bin, featuring an easy-tear of bags with generous capacity, holding up to 954 nappies in 1 cassette for fewer changes, less hassle, and less plastic waste. Three new reasons to love Angelcare, from a brand parents already trust. For more information contact Chris Grech-Cini on the below.

cgrech-cini@angelcaregroup.com

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spotlight BATH TIME & TOILET TRAINING

Gentle care for little ones with Chicco Baby Moments Designed to make everyday baby care feel a little easier, the awardwinning Chicco Baby Moments skincare range offers gentle solutions for bath time, nappy care and post-bath routines, with formulations created with baby’s delicate skin in mind.

From gentle cleansing to moisturising and massage, the Baby Moments collection provides a range of essentials to support families through those precious everyday moments. Thoughtfully designed for baby’s delicate skin, the range combines trusted care with practical solutions for modern parents. Whether it’s bath time, getting ready for bed or enjoying a relaxing baby massage, Chicco Baby Moments helps make everyday routines feel more comfortable and enjoyable for both baby and parent. For more information contact the below.

TEL: 0333 220 6070 sales@rkwltd.com

Toilet training made that little bit

easier

Little steps towards big independence with the Sit & Step Toilet Trainer from Red Kite! The Step & Sit Toilet Trainer helps make toilet training feel that little bit easier, giving growing toddlers confidence to climb up and sit independently. With secure grip handles, adjustable height and a practical easy-clean design, it’s a reassuring helping hand for this important milestone.

www.redkitebaby.co.uk

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new!

WonderFold Responds to Early

Years Transport Challenges As outdoor learning and community outings continue to play an important role in early years settings, transporting multiple young children safely and comfortably remains one of the biggest practical challenges for childcare professionals. Responding to this growing need, WonderFold UK has introduced the new W6 Luxe Pro – a six-seater stroller wagon designed specifically for larger groups.

“

deal for childminders, nurseries and childcare providers caring for multiple children, the W6 Luxe Pro has been developed to simplify everyday outings while maintaining the comfort, safety and flexibility that WonderFold has become known for. Suitable for up to six children from six months of age, the wagon features removable, raised reclining seats that can be configured either parent-facing or forward-facing depending on the needs of each setting. Every seat includes a five-point safety harness, helping practitioners transport children securely during trips to parks, local attractions and community activities. Recognising the demands placed on early years professionals, the W6 Luxe Pro combines high capacity with practical functionality. WonderFold’s XL all-terrain wheels with suspension provide a smooth ride across a variety of surfaces, while dual adjustable handlebars allow comfortable manoeuvring for users of different heights. A front zippered entrance enables children to climb in and out independently where appropriate, supporting confidence while reducing lifting for practitioners. Storage has also been carefully considered, with multiple organiser pockets, generous under-seat storage and a removable rear basket with an integrated cooler offering space for snacks, spare clothing and everyday essentials. An adjustable UPF 50+ canopy, mesh ventilation panels and a roll-out wind and privacy shade help ensure children remain comfortable throughout the day, whatever the weather. To further enhance day-to-day use, the W6 Luxe Pro is compatible with a range of practical accessories, including weather covers, parent consoles and flexible snack trays. Designed to support busy childcare professionals, the accessories enable settings to tailor the wagon to suit everything from nursery walks and park visits to full-day excursions, helping keep children comfortable while ensuring essentials are always within easy reach. Amy House, Marketing Manager at WonderFold UK, commented: “For many childcare providers, taking children out into the community is an essential part of learning and development, but transporting larger groups can be challenging. The W6 Luxe Pro has been designed to help make those everyday outings simpler, safer and more manageable, giving practitioners the flexibility to spend less time worrying about logistics and more time focusing on the children.” Despite accommodating six passengers, the W6 Luxe Pro folds for storage and transport and is built on a lightweight aluminium frame, making it practical for settings where space is at a premium. The launch expands WonderFold UK’s growing range of stroller wagons, offering childcare professionals another solution for safely transporting larger groups while supporting outdoor experiences, fresh air and active learning beyond the classroom.

Suitable for up to six children from six months of age, the wagon features removable, raised reclining seats that can be configured either parentfacing or forward-facing depending on the needs of each setting.

”

The WonderFold W6 Luxe Pro will be available from September. For enquiries, contact Phil Bosher, Sales Director of Baby Central UK, phil.bosher@babycentral.co.uk www.wonderfoldwagon.co.uk nursery today

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BPIA notice board British Baby Box Founders Susan Purse and Sarah Simons

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

BPIA member support in action: helping British Baby Box pursue the King’s Awards A t the Baby Products Industry Association (BPIA), we are committed to helping our members access opportunities that support growth, innovation and industry recognition. One of the newest services available through the BPIA is specialist grants, funding and awards support, led by our new Grants Officer, Jennifer Lake. Jennifer’s role is to help members identify suitable funding opportunities, navigate complex application processes and maximise their chances of success. Her first major project has been supporting BPIA member British Baby Box with its application for the prestigious King’s Awards for Innovation and Enterprise 2026/27. The King’s Awards for Innovation and Enterprise represent one of the UK’s highest honours for business achievement. Applications opened on 6 May 2026 and closed on 8 September 2026, with a rigorous assessment process that includes due diligence, shortlisting and evaluation before successful businesses are announced the following spring.

British Baby Box submitted applications in two categories: Innovation and Promoting Opportunity through Social Mobility. During the application process, Jennifer worked closely with founders Susan Purse and Sarah Simons to develop comprehensive submissions that highlighted both the company’s innovation and its significant social impact. “Working with British Baby Box was a genuinely inspiring experience,” said Jennifer. “Their commitment to supporting displaced families and those experiencing acute social need makes their story particularly powerful. The social impact generated through their products and programmes is remarkable, and it was a privilege to help showcase that within the application.” Award submissions of this calibre are highly detailed and can require between 20 and 30 hours of preparation, research and writing. Jennifer supported the business throughout the entire process, conducting in-depth meetings with the team, reviewing business plans, researching

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market trends and gathering evidence to build a compelling and robust application. The support provided extended far beyond simply reviewing paperwork. Jennifer maintained regular contact throughout the summer, helping refine key messages, advising on award criteria and ensuring the application reflected the full strength of the business. As the deadline approached, communication became even more frequent, with daily collaboration to finalise submissions and address any last-minute issues. The value of this support became particularly apparent when technical challenges arose during the final stages of submission and a significant section of written content failed to save. Jennifer worked alongside the team to recreate the material and ensure the application was successfully completed before the deadline. Reflecting on the experience, Jennifer praised British Baby Box for its collaboration and dedication throughout the process. “Susan and Sarah were fantastic to work with. Their passion for helping families shines through everything they do, and it was wonderful to support them on this journey.” Sarah Simons comments: “Working with Jennifer was an absolute delight. She was incredibly supportive, knowledgeable and her personality is infectious. This process also proved such a

valuable membership benefit for British Baby Box, and we highly recommend Jennifer’s services and being a member of BPIA”. The King’s Awards process will now progress through a period of due diligence and assessment, with successful applicants expected to be notified during March and April 2027. Winners will subsequently be announced in The Gazette and invited to attend a Royal Reception, before receiving their award from their local LordLieutenant. This case study demonstrates how BPIA membership delivers practical, expert support that can make a real difference to businesses seeking funding, grants and national recognition. Through Jennifer’s specialist guidance, members can access professional assistance that helps turn opportunities into successful applications, allowing them to focus on what they do best: creating products and services that support families across the UK. If you are a BPIA member and would like support identifying or applying for grants, funding schemes or business awards, Jennifer Lake is here to help. Contact us at info@bpia.co.uk – for more information about joining the BPIA visit www.bpia.co.uk

BPIA Grants Officer, Jennifer Lake

new!

Multi-stage solution Supporting baby’s earliest stages of development, the Chicco Tummy Pod 4-in-1 is a versatile multistage solution designed to grow with little ones from birth. The pod transitions from a cosy newborn lounger to a supportive tummy time base, play mat and developmental activity centre. A dedicated support roll gently lifts baby’s chest and shoulders, helping make tummy time more comfortable, while the developmental toy bar features colourful, high-contrast double-sided toys to encourage visual development, focus and curiosity. Made with soft organic cotton and breathable mesh inserts, the Tummy Pod 4-in-1

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provides comfort and airflow during play. The removable, machine-washable cover and water-resistant insert also make it practical for everyday family life. Combining comfort, development and convenience, the Chicco Tummy Pod 4-in-1 is designed to support baby’s first moments of discovery. For more information contact the below.

sales@rkwltd.com | 0333 220 6070

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new! The bears who care Baby Brands Direct are delighted to announce the arrival of new Care Bears plush toys, rattles and comforters from leading licensed toys manufacturer, Rainbow Designs!

Since they first appeared on greetings cards in 1981, Care Bears have captured the hearts of children all around the world. Each character has a unique motif on their tummies, relating to a specific emotion or theme. Rainbow Designs have created a lovely range of super soft Care Bears teddies, comforters and rattles, featuring popular characters Funshine, Cheer Bear and Bedtime Bear. With snuggly textures and carefully embroidered detailing, these sweet bears are the perfect gift for any young child. Register with Baby Brands Direct today to gain access to these and many more products from leading brands. www.babybrandsdirect.co.uk

Flexible feeding Leading wholesaler Baby Brands Direct are pleased to announce the arrival of Nuby’s new RapidBottle range.

These silicone covered glass bottles are designed to be used with Nuby’s innovative RapidSterilise+ portable steriliser and the RapidCool flask system, allowing parents to prep feeds and clean baby’s bottles quickly and efficiently, with minimal fuss! Each RapidBottle includes a uniquely designed flexible slow-flow teat, which features a gently sloped triangle shape and supports a natural, breast-like latch. This helps make the transition from breast to bottle easier. The anti-colic glass bottle also features three specially engineered valves that draw air away from the milk, reducing the risk of discomfort and tummy pain. The RapidBottle range from Nuby is available now at Baby Brands Direct. Register today to take advantage of an extensive catalogue and exclusive perks. www.babybrandsdirect.co.uk

Car seat safety

The Nuna RELX wind is an innovative car seat designed to combine advanced safety, comfort and smart functionality. Its integrated ventilation system actively circulates air through the seat, while breathable mesh fabrics and ventilation panels help keep little one cool. The 360° rotation makes getting little one in and out of the car easier, while the five-position recline supports comfortable journeys. A six-position adjustable headrest and harness system provide a secure, customisable fit as children grow. Additional features include Side Impact Protection, energy-absorbing EPP foam and soft harness pads for added comfort. With convenient remote controls for the fan and recline, the RELX wind offers a truly premium travel experience. Available in Caviar. www.nunababy.eu/en

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new!

Joie introduce Porto Compact, lightweight and agile, this hardworking travel stroller is sure to go straight to the top of any packing list.

Travel ready

Porto is equipped with everything needed for long journeys, designed to glide through crowded streets and engineered to fold down to the size of a carry-on for easy overhead storage. Suitable from birth, with a flat reclining seat, porto is compatible with the Joie i-Snug 2 and the Joie Signature i-Starter infant seats. IATA approved, porto will easily fit in airline overhead luggage compartments when folded with the arm bar removed. Easy to fold when your hands are full, porto has a one hand, freestanding fold with an automatic fold lock. Weighing in at just 7.7 kg, and with a padded retractable carry handle, porto is easy to pack up and go when you’re rushing to catch that flight. The included travel bag will keep porto safe and protected during the journey. uksales@joiebaby.com | www.joiebaby.com

Weighing just 7.6kg, it folds with one hand to a carry-on size and can stand upright when folded, making storage and transportation effortless. Designed to meet IATA cabin standards, it offers excellent portability while still providing a comfortable ride from birth to 22kg. A lie-flat recline, adjustable calf support and UPF 50+ canopy keep little ones comfortable. The VIAA cabn also connects directly to the Nuna PIPA urbn car seat without adaptors, creating an accessible travel system. Available in Caviar. www.nunababy.eu/en

The Nuna VIAA cabn is an ultra-compact travel pushchair designed to make family adventures easier, from airport terminals to everyday outings.

Feed Me Yummi & Little Helper Learning Tower Growing up has never looked so good! Meet two new additions from Red Kite. The adaptable Feed Me Yummi, designed to grow from first tastes to big-kid mealtimes, and the Montessori-inspired Little Helper Learning Tower, encouraging curious little ones to safely get involved, explore and enjoy everyday moments alongside the grown-ups. www.redkitebaby.co.uk nursery today

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feature JONATHAN FEINGOLD

China’s premium m Jonathan Feingold takes a closer look at China’s rapidly evolving nursery market, exploring how falling birth rates, premiumisation, safety, digital retail and changing parenting attitudes are reshaping one of the world’s most competitive baby gear markets. Some nursery markets are shaped by tradition. Some by engineering. Some by sheer practicality. China is shaped by scale.

othing here happens quietly. Not the cities, not the digital infrastructure, not the speed at which trends rise and fall, and certainly not the ever-increasing ferocity of the competition. China’s nursery sector is one of the largest, fastest-moving and most commercially aggressive baby markets on earth, and it has got there in barely a generation. What makes it genuinely fascinating for anyone watching from outside is how completely parenting culture has flipped. Not long ago, this was a largely functional baby goods market: buy what you need and move on. Today, it is driven by premiumisation, safety anxiety, personal branding, lifestyle aspiration and a kind of hyper-modern parenting that would be unrecognisable to the previous generation. And yet, underneath all the apps, livestreams and imported car seats sits something stubbornly old-fashioned: the family unit itself, more tightly wound around each child than almost anywhere else in the world. That tension, hyper-modern on the surface and deeply traditional underneath, is what defines the Chinese nursery industry.

Fewer Babies, Much Bigger Spend

Start with the numbers, because they tell a story sharper than any trend report. China’s population sits at around 1.4 42

billion, but it is now shrinking. 2025 marked the fourth consecutive year of decline. Births have fallen dramatically, from almost 18 million a decade ago to just 7.92 million in 2025, down from 9.54 million the year before. That is the lowest annual birth count in China’s modern statistical history, and demographers don’t expect the slide to reverse any time soon. This is caused by social and economic reasons, not medical ones. On paper, that should be catastrophic for a baby goods market. Fewer babies should mean fewer buggies, fewer car seats, fewer nursery sales, full stop. Instead, the opposite has happened. As the number of children has fallen, the amount spent on each one has climbed dramatically. These babies are considered extra special and, in seven years, will go to half-full schools! The one-child policy is long gone on paper, but its psychological fingerprint hasn’t faded. There is still a stigma attached to having multiple children. Many families continue to pour an outsized share of emotional and financial energy into one child, and sometimes, but very rarely, two. Grandparents are still very much in the room, financially as well as literally. The old “4-2-1” shorthand, four grandparents, two parents, one child, all contributing, still shapes what gets bought and how much gets spent across urban China.

The result is a market where households routinely stretch for: • Premium strollers • Imported car seats • Smart nursery technology • Organic and “clean label” products • European and Japanese brands • Educational and developmental gear In China, children aren’t simply raised. They’re invested in, and the returns are measured in status as much as anything else.

Why Safety Became Everything

You cannot understand this market without understanding what came before it. Two decades of food-safety and product-quality scandals left a permanent mark on Chinese parenting psychology. Perhaps the biggest was the milk powder scandal, which resulted in the execution of those responsible. Trust, once broken, had to be rebuilt from scratch, and it shows in how obsessively today’s parents research before they buy. Certification, international standards, traceability and brand reputation aren’t nice-to-haves. They’re the entry ticket. Foreign nursery brands still benefit hugely from this. For many middleclass parents, “imported” is shorthand for “safe”, and European and Japanese labels in particular carry a trust premium that domestic brands have had to work hard to close. Before they buy, parents pick apart:

• Material and chemical safety • Certifications and manufacturing origin • Crash-test results • Online reviews and forum chatter • Social media reputation This is not casual shopping. It’s due diligence.

The Most Digital Nursery Market on Earth

If there’s one thing that sets China apart from every other market in this series, it’s this: e-commerce isn’t part of the retail infrastructure here. It is the infrastructure. Tmall, JD.com, Douyin, Xiaohongshu (Little Red Book), WeChat, Taobao and Pinduoduo don’t just sell nursery products, they shape what parents even know exists, often within hours of a trend emerging. Livestream shopping, in particular, has rewritten the rulebook. Parents now buy strollers and car seats midbroadcast, straight from influencers and key opinion leaders (KOLs), with the kind of immediacy that would be unthinkable in most Western markets. Unlike Japan, where physical showrooms still dominate big-ticket purchases, China has gone digital-first, even at the premium end. None of this means Chinese parents buy on impulse, though. If anything, they research harder than most, comparing demonstrations, reviews and forum debates at length. The difference is that all of it now happens

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marketing race inside a handful of digital ecosystems rather than on a shop floor.

Premiumisation Is Rewriting the Rules

If premiumisation is a trend everywhere in this series, in China it’s closer to a way of life. Urban middle-class parents want products that signal safety, yes, but also international quality, sophistication and status. A stroller here isn’t just a stroller; it’s a visible marker of how seriously a family takes parenting and, by extension, how well that family is doing. The carrycot is not necessarily seen as something essential, so the folding carrycot “must-have” that’s all over Europe is unlikely to catch on easily in China. A ¥10,000-plus travel system, around £1,100, is no longer a rarity among affluent buyers in leading cities such as Shanghai, Beijing, Shenzhen and Hangzhou. It’s practically mainstream. Products get judged as much on brand image, design and social visibility as on how well they actually push. China’s nursery market, in other words, sits somewhere between the practical and the aspirational, closer to fashion than functional retail.

City Living Sets the Brief

Urbanisation shapes what sells, and China’s cities set a very particular brief: apartments, lifts, compact parking, dense retail and endless malls. That pushes demand towards compact folding systems, lightweight frames, travel-ready designs and smart integrated features. But there’s a twist. Unlike in Japan, Chinese consumers are often perfectly happy to buy a larger, bulkier premium system if it carries enough aspirational weight. Status can outweigh practicality here in a way it rarely does elsewhere.

Physical Retail Hasn’t Died, It’s Changed Jobs

Bricks-and-mortar retail is still very much present in China. It has just stopped trying to compete with e-commerce on its own terms and instead reinvented itself as something closer to theatre: experience centres, brand showrooms, demonstration spaces and content sets for social media. Premium malls and baby boutiques do particularly well for international brands trying to build trust face-to-face. Kidswant, Leyou, BEBEBUS flagship stores, Mothercare China partnerships and upscale mall boutiques all play this role. But even inside these physical spaces, the digital layer never switches off. QR codes, livestreams and mobile checkout are woven into the walk-through experience as standard.

Who’s Winning?

International names still carry weight. Cybex has become one of the strongest aspirational stroller brands in urban China. German engineering, sharp design language and a luxury positioning land well with affluent parents. Bugaboo holds strong visibility among higher earners, while Nuna has grown fast on the back of a minimalist premium look and savvy digital marketing. Maxi-Cosi remains a trusted name in car seats thanks to its international safety credentials, while Stokke performs well in feeding and nursery furniture with design-conscious urban buyers.

Domestic Brands Are Closing the Gap Fast Chinese brands have improved enormously, both in build quality and polish.

BEBEBUS has emerged as one of the most visible domestic premium players, pairing aggressive social media marketing with genuinely modern design and pricing that undercuts the imports. Elsewhere, domestic brands are making real headway in smart nursery products, mid-market strollers, value travel systems and tech-led parenting gear. The gap between the best domestic brands and the top international names has narrowed noticeably, enough that “imported” is no longer the automatic trump card it once was.

What’s Actually in the Trolley?

Right now, the strongest sellers combine practicality with premium image: compact luxury strollers, beige and neutral palettes, smart tech features, European safety credentials, car-seat compatibility and, increasingly, an aesthetic that photographs well. Broadly, the positioning map looks like this: • Cybex – premium European aspiration • Nuna – minimalist luxury • Bugaboo – affluent urban buyers • BEBEBUS – premium domestic momentum, with ambitions to establish international markets such as the UK • Maxi-Cosi – trusted safety

A Market Built on Competition and Aspiration

What makes China unlike anywhere else in this series is the sheer intensity wrapped around parenting itself. It has become tangled up with social aspiration, educational ambition and personal identity in a way that pushes families to spend heavily, even as they have fewer children to spend on. The result is one of the

You can contact Jonathan by email: jonathan@cls-intelligence.co.uk JonathanFeinGold September.indd 2

fastest-moving nursery markets in the world, where trends shift by the week and digital platforms reshape buying behaviour almost daily. Despite the falling birth rate, China remains one of the most commercially important nursery markets globally, not in spite of having fewer babies, but almost because of it. As the number of children shrinks, the value placed on each one keeps climbing. China, in the end, remains one of the world’s most important and most demanding nursery markets: vast, relentlessly competitive and open only to brands that can deliver genuine trust, real quality, sharp digital engagement and a credible claim to premium status. Anything less gets swept aside by the next livestream.

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