THE YEAR SO FAR

PPS chats to Luisa Svensson, trade and marketing manager at Graco UK, and Phil Champ, owner of Baby Central, about 2023 so far, new launches, an Easter uplift, challenges and trading expectations for the summer months.

FIRSTLY HOW HAS 2023 BEEN SO FAR AND WHAT HAVE BEEN YOUR BIG NEW LAUNCHES FOR THE FIRST PART OF THE YEAR?

Phil: “We have had a positive start to 2023, with strong sales across all of our ranges, which is fantastic to see. We have developed and extended lines across many of our ranges. Dr. Brown’s in particularly has launched a new collection of flora and fauna printed anti-colic bottles, and is just about to launch a new range of exciting soothers. We have also entered a brand new category this year, as the UK’s sole distributor of WonderFold wagons. We have invested widely in this, including a huge festival-themed launch event at Center Parcs.”

Luisa: “We’ve seen a really positive start to the year across all of our retail channels. We have extended our range with Boots, our relationship with Amazon and our Asda store presence. With exciting launches coming over the year we expect to go from strength to strength. In Q1 we launched Myavo, a compact stroller which represents everything Graco stands for.

It’s a single block colour hood, one hand, one-second fold that rivals the premium brand look and feel at a fraction of the price. We have exceeded sales targets at launch and are now bringing in new colourways. We are planning the launch of Sweet2Sleep, a ‘nextto-me’ style crib which is our first co-sleeping solution with a dropdown rail to keep baby close and safe next to their parent.”

DID EASTER PROVIDE A BOOST FOR SALES?

Phil: “The launch of WonderFold, in particular, definitely saw lots of traction over Easter, with increased website hits and sales during this period.

We have focused heavily on the benefits of fun family time, which the WonderFold supports, and we think this has resonated with potential customers, as they plan their summer adventures ahead.”

HEADING INTO THE SUMMER MONTHS, WHAT ARE YOUR TRADING EXPECTATIONS? DO YOU EXPECT A STRONG SEASON? IF SO, WHY?

Phil: “Dr. Brown’s is a hero range of ours, and its new launches will definitely increase trade in this sector over the forthcoming months. WonderFold is a product for outdoor adventures, so we are already seeing sales increase as the weather starts to improve. We are continuing to invest in marketing around all these products, and in particular around festivals and outdoor fun for the WonderFold, which is reflected throughout our social media communications, event attendance and supporting advertising campaigns.”

Luisa: “We have been bolstering our car seat portfolio and have various online resources for parents looking for reassurance on safety when travelling by car which is perfectly themed for summer.”

WHAT ARE THE MAIN CHALLENGES THAT COMPANIES SUCH AS YOURSELF ARE FACING AT THE MOMENT? HOW ARE YOU LOOKING TO FACE THESE? AND ON THE FLIP SIDE, WHAT ARE THE POSITIVES?

Phil: “At present, it is very challenging to get new products into the main retailers. Plus, the online space is a busy one so getting your products seen by consumers is also becoming increasingly difficult.

Social media continues to be a real opportunity, but can also present challenges when it comes to navigating some of the ongoing processes and procedures. We are placing significant investment into our own online presence with Baby Central, in order to combat the decrease in available high street space. In addition, our social media channels allow us to have an ongoing dialogue with our customers, which is always a positive thing.”

Luisa: “The Graco portfolio is perfectly placed to support parents while the economic climate is challenging. We offer reliable products at a great price and we are not enabling consumers to spread payments with Klarna on our website. We work hard to ensure that consumers know they can trust the Graco brand so we are seeing continued growth across our portfolio.”

HOW HEALTHY DO YOU FEEL THE RETAIL CHANNEL FOR NURSERY AND PRESCHOOL PRODUCTS IS AT THE MOMENT?

Phil: “At present, it feels quite buoyant, even though many families are feeling the pinch due to the cost of living crisis. Also, our brands are commodity products, so they are always in demand, which helps with sales volume and demand.”

Luisa: “In the main, Graco works with large retailers which have a strong online presence. Our products are present to consumers during their weekly shop and are very keenly priced. These large retailers work hard to capture the parenting market with mother and baby events, and these retailers are fairly resilient to the economic challenges. So for Graco, the retail channels are robust and healthy.”

DO YOU SEE NEW RETAIL OPPORTUNITIES OPENING UP THROUGHOUT THE COURSE OF THIS YEAR?

Phil: “Yes, we are working towards seeing our brands grow into the major retailers during 2023 and look forward to a positive year ahead.”