Nursery Today April 2022 by Lema Publishing

APRIL 2022 ISSUE 7 VOLUME 25

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contents Re g ul a r s

p18

p26

News 6 p Talking Sho 16 napshot Suppliers S 16 Products 36 & 56 New s aby Product 58 The B Association

Contributors 12

Etopia

Introducting Nursery Today’s new columnist, Etopia – your expert Amazon agency

the team

Barking Mad

Pramland’s John Barker talks trade, expansion and is ready, booked and looking forward to Harrogate 2022!

Editor Penny Franks penny@lemapublishing.co.uk

Retail Matters

Online4Baby’s Managing Director Christy Foster discusses the huge growth plans for her brand and how they will achieve the desired results.

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Features

Production

Carriers & Slings

Compact Folds

Made for Mums Awards

Rick Vickers rick@lemapublishing.co.uk

Managing Director

p28

Mark Naish mark@lemapublishing.co.uk

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

Ergobaby

The Ultimate Guide to Ergobaby Carriers

Circulation

Spotlight

Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

Cover Story

p44

Bedside Cribs

Sun, Sea & Sand

Night Lights

editor’s letter www.nurserytoday.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

elcome to the April issue, where we highlight a number of product categories, including Carriers and Slings (page 18), Compact Folds (page 28) and Bedside Cribs (page 24), while also shining the light on Nightlights (page 54) and items for when travelling with little one in tow (page 42).

EM:

Testers put products through their paces to achieve a MadeForMum Award. Check out the winners starting on page 44

It’s been an extremely busy period of time for the team here at Nursery Today, with not only bringing you a issue packed with fantastic features and articles of interest by our regular contributors, for example over on page 22 Pramland’s John Barker has taken a look at the stability for nursery retailers in the current climate while also urging brands to book their space at Harrogate Int. Nursery Fair – as he says ‘if you build it, we will come!’ In fact, John is ready to attend the only UK nursery trade event in October and has already booked his accommodation! While Online4Baby (page 40) are full steam ahead with their Managing Director Christy Foster discussing their huge growth plans and how she plans to achieve these, with some exciting new activations in the pipeline. We are also pleased to introduce a new contributor to the title this month by welcoming Etopia’s Managing Director, Asha Bhalsod. Etopia is a boutique Amazon agency founded in 2019, who currently work with iconic global brands, delivering growth and enhancing serviceability. They have one vision, to create a winning Amazon mindset that helps deliver strategical growth. Turn to page 12 to read more! Nursery Today are also proud this month with the launch of our new supplement that you will find enclosed with this month’s issue. With the wheeled goods category continuing to grow and evolve, what better way to showcase the variety of products that are currently available than in one place – so we put our thinking caps on and here it is – our newly launched supplement covering all things ‘wheeled’!

Turn to page 18 to check out all the latest carriers and slings

nursery today

As a staple nursery category for many retailers, brands continue to demonstrate that they offer a variety of options to suit every parents wants, needs and desires for their chosen set of wheels. Whatever your customers are seeking, for example style, lifestyle, price, function or fabrics – this fast-moving sector delivers on every front creating the perfect ‘trophy’ item for parents to push! Among the pages of this new supplement you will find a host of products covering Travel Systems, Compact Folds, Strollers, All-Terrain and Joggers. You will also find articles of interest, including a timeline of an example of how prams and pushchairs have evolved since Nursery Today first published in 1997, where Bebecar proudly featured as Nursery Today’s first front cover star, through to 2022 – it’s safe to state from looking back and seeing the great ranges that are available today, this really is a forwardthinking nursery category! Happy reading! On a different note, The Baby Products Association highlight within their article (turn to page 58) that the legislation to cease sales of R44 car seats in the EU and NI from 1st September 2023 has not been adopted in Great Britain, and as this situation stands, R44 car seats can continue to be sold here beyond this date. It is important to bear in mind that whilst R44 is being phased out in the EU, it does not infer that these car seats are unsafe; but R129 (often referred to as i-Size) legislation raises the minimum standard. Consumers can confidently continue to use R44 car seats for the foreseeable future. Finally, if you’re looking for products for your store or website that carry a highly recognised consumer award logo – you can find a host of MadeForMums award winning products by turning to our feature starting over on page 44.

DUNE FOR THE NEXT GENERATION L AUNCHES APRIL 2022

news

Sponsored by

ClevaMama grows

their UK Sales Team

ClevaMama is delighted to announce two new members of the ClevaMama Family, Lara Wilson and Laura Docherty, who have joined us to focus on and support our UK retailers. The UK is a very important market and we look forward to continuing to build relationships and investing in here for ongoing growth.

Lara Wilson – UK Key Account Manager

Lara has joined ClevaMama Family as the UK Key Account Manager. She has 7 years+ experience launching many brands in the UK and EU. The last 3 years she has been in the Baby Industry working with UK and International Partners. She begins her new role working closely with our UK partners and building relationship with new distribution and sales channels. Lara is very excited to have come aboard, and we look forward to the journey together.

Contact: larawilson@clevamama.com

Laura Docherty – UK Key Account Manager

Laura joins the ClevaMama Team with over 5 years’ experience in the Baby & Nursery Industry in sales and account management from wheeled goods and strollers. Laura is dedicated to working hard with her retailers to provide the best service, Product Training, Retail advice. She is very excited to come on board and to deliver the best results for her accounts, Laura sees ClevaMama as a brand with great ambition and huge Growth potential in the UK.

Phil&teds seek

awesome individuals to join their team With global heads full of wits & giggles, phil&teds is a top place to work! Led from their support office in NZ – with an additional four sales & marketing offices based worldwide – teamwork makes this dream work baby, and they’re looking for awesome individuals to join their office based in Windsor, UK! What they’re looking for in a nutshell: • You’ll need to know how to sell – you can’t be al l talk, no action!; • You’ll need some account management / B2B sales experience & you also probably wanna move up to more solutions selling, rather than just order taking; • Coming from retail can be a bonus, ‘cos you understand about products and having that ‘hands on approach’; • You’ll give good phone from day dot – a world class, natural conversationist!; • You’ll be steady yet driven to hit the goals – a team player is what they need!; You might be tech savvy & a data junkie – ‘cos understanding all that is what makes an awesome & focussed salesperson right?!! Sound intriguing to you? Then send through your CV and cover letter to pickme@philandteds.com If you’ve got the goods, personality, passion & drive – then they’re all ears!

Contact: lauradocherty@clevamama.com

Hippychick share their story in latest

podcast

Husband and wife team, Jeremy and Julia Minchin, behind baby and toddler brand Hippychick are the latest guests to share their behind the scenes story on the family business podcast It Runs In The Family. Julia and Jeremy joined mother and daughter podcast hosts, Liz and Leila Willingham, on episode 30 of It Runs In The Family to reveal how they are committed to making life that little bit easier for families with young children, their dedication in supporting local businesses to flourish and providing an award-winning service to customers. Listeners learnt how they balance business with parenthood, how they create a family feel with staff and customers alike, and the joys of seeing your partner in their element.

The episode covered: • • •

How Jeremy’s paragliding accident put the Hippychick team to the test Changing sectors and undergoing a cultural shift to join the family business How Julia and Jeremy pushed through uncertainty and built their brand in the early days • Juggling parenthood with the business, and how it can feel like an extra child of your own A new episode of It Runs In The Family is released every other Wednesday and is available to download and stream on all major podcast platforms including Apple Podcasts, Spotify, and Google Podcasts.To never miss an episode or to discuss recording a family business story, please visit lizleanpr.co.uk/podcast-runs-in-the-family/

www.hippychick.com 10

nursery today

Doudou et Compagnie is back in the UK with bébélephant With over 20 years of experience, the iconic Parisian brand of Doudou et Compagnie, with its trademark giftbox presentation, has become a staple in nurseries all over the world. They pride themselves as being the Doudou (blankie) specialist. And now, after a brief interlude, this most gorgeous of brands is back in the UK and is being distributed by bébélephant. Each creation is imagined and prototyped by professional stylists with traditional and chic French know-how which cultivates its original values of creativity, quality, security, innovation and softness. Doudou et Compagnie is particularly focussed on texture and details to satisfy and bring untold pleasure to babies and toddlers Doudou will be exhibiting at the Distoy show in central London on 17-20 May. Contact bébélephant for a ticket. For a brochure and stocking options (including dropship), email info@bebelephant.com or call 020 8202 1467

e-Commerce ETOPIA

Hello Nursery, we’re Etopia – your expert Amazon agency!

I have always been a passionate advocate of adopting an Amazon mindset. It simply doesn’t make sense to expect success on Amazon when your e-Commerce strategy does not line up with the landscape changes.

Etopia’s Managing Director, Asha Bhalsod

nursery today

raditionally, Amazon’s role in the market has been misunderstood as a price leader and destructive to their brand. However, the pandemic changed the perception and showed the importance of having a healthy Amazon business with an internal team structure. Amazon is not just another sales account, it’s a formidable marketplace with extensive ability to build your brand. Opportunities on Amazon have not seized over the last few years, it has only evolved. Amazon has been pushing their customers into a Pan EU landscape, and e-Commerce businesses have been forced to engage in challenging trading terms negotiations to remain relevant across European markets. Businesses had to align e-Commerce skills they acquired in a local marketplace with how they navigate Pan EU agreements. Many businesses are represented across multiple offices in various locations, and they are all structured differently across those locations. This continues to be an ongoing challenge to many businesses. At Etopia we pride ourselves on carefully articulating the importance of Amazon in your business and its position in your sales and marketing teams. Over the last couple of years, we have recruited subject matter experts to enhance every business we have collaborated with. Collectively we have 50+ years of Amazon experience! We offer a wide range of bespoke services. Audits and assessments – putting our objective experts in the middle of your business and its strategy to implementing the findings of this audit, leading to adhoc support or up to full-service Amazon account management. We also have extensive experience in Amazon Advertising and data interpretation from

all Amazon platforms. As an ex-Amazonian and having managed Amazon for market leading brands in Toys, I understand the challenges of 360 Amazon account management. Etopia can act as a support for your teams and can handle tasks such as listing optimisation and launching into other markets. As a consultancy we also offer training and development of your team. We understand that working with Amazon can be challenging. From trading term negotiations to every acronym used. We are here to be used as sound bounds as well as providing you with tailormade solutions to your everyday problems with Amazon. We want to help grow your Amazon business profitably. Not every brand can afford to have a whole Amazon business unit in place, and we understand that. Etopia comes with an

expanse of wider category knowledge, placing us in the perfect position to guide and strategise with you. With the introduction of Joe Swanston to our team as Senior E-Commerce Manager, we have strengthened our Nursery specific expertise. Joe’s five years of industry experience from Angelcare UK, and his Amazon mindset place Etopia firmly into the Nursery category. His strategic mind enables him to be innovative by using data to back his decisions. His Amazon skillset will ensure that your products will get into the hands of more consumers, helping to improve the lives of busy parents. Powered with specialised knowledge of Amazon and the Nursery Trade, Etopia is excited to meet you all and work on developing successful Amazon strategies.

About Etopia Etopia is a boutique Amazon agency founded in 2019, working with iconic global brands, delivering growth and enhancing serviceability. We have one vision, to create a winning Amazon mindset that helps deliver strategical growth. As a specialist Amazon agency, they have extensive expertise in all Amazon areas. Launching Etopia in 2019 ahead of a pandemic, was driven by the mission to support proprietary brands and fill the gap of strategical Amazon knowledge and pointing businesses in the right direction with all things Amazon. Get in touch with us through our website www.etopiaconsultancy.co.uk or, you can reach out to me at asha@etopiaconsultancy.co.uk

Cover Story

The Ultimate Guide to Ergobaby Carriers

Ergobaby

Everything you need to know about Ergobaby Carriers and Wraps Omni Breeze

he coronavirus pandemic and the way it changed consumers’ lifestyles contributed to a huge increase in popularity in the wraps and carrier sector over the past two years. Wraps, and carriers are more than ever before considered a must-have product by parents as they not only make the practicalities of home life easier to manage but also offer parents increased peace of mind when out and about. As the world starts to open back up those parents who may not have travelled with small children before are relying on their carriers to make the experience easier. Alongside this shift, innovation is driving growth across the category and within Ergobaby too. Ergobaby are here to offer a roundup of all the different wraps and carriers in their collection to help retailers select the right range for their stores and online shops.

Embrace • • • • • • • 14

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Style: Hybrid – simple to use like a structured carrier but soft and cosy like a wrap Materials: Soft and Snug Knit and NEW Soft Air Mesh Age & Weight: ~0-12 months, 7-25 lbs. Positions: three ergonomic positions (newborn, front carry-inward facing, front carry-forward facing) Waistband: Padded, supportive waistbelt Straps: Stretchy, crossable shoulder straps shaped to the wearers body Infant Insert: No Infant Insert needed

Why Parents and Babies Love It Embrace brings together the best parts of a soft wrap carrier and a supportive structured carrier; just like it’s going to help bring parents and their baby closer together. Designed with safety, simplicity, and comfort in mind, parents will be able to soak up all the newborn snuggles they want. The Embrace is available in two fabrics, the Ponte Knit (a thick, double-knit, jersey-like fabric) is soft, comfortable and nestles baby in for a close for a supportive and snug fit. The NEW Aerated Pin Dot Knit (100% polyester) and Soft Air Mesh (a polyester and spandex blend) create a design that’s soft, cool, and breathable for the summer months or for parents living/travelling to warmer climates.

Omni Dream and Omni Breeze • • • • • • •

Style: Soft-structured carrier Materials: SoftTouch Cotton or SoftFlex Mesh Age & Weight: ~0-48 months, 7-45 lbs. Positions: Four ergonomic positions (front carry-inward facing, front carry-forward facing, hip carry, back carry) Waistband: Lumbar support waistbelt Straps: Padded, crossable shoulder straps Infant Insert: No Infant Insert needed

Why Parents and Babies Love It Unparalleled softness and a streamlined design in a carrier that does it all - the Omni Dream is made with

100% SoftTouch Cotton, its brushed fabric keeping wearer and baby cosy and comfortable while the custom fit allows wearers and babies to explore the world together. The Omni Breeze is designed with lightweight SoftFlex Mesh to create maximum airflow, keeping parent and baby comfortable all day. Like all carriers in the Omni range, the Omni Dream and Omni Breeze are both suitable from birth to toddlerhood (7lbs-45lbs / 3.2kg-20kg) and offers all four carry positions (front inward facing, front outward facing, hip carry and back carry), making it the only carrier parents will ever need.

Omni 360 • • • • • • •

Style: Soft-structured carrier Materials: Premium cotton, or Cool Air Mesh Age & Weight: ~0-48 months, 7-45 lbs. Positions: Four ergonomic positions (front carry-inward facing, front carry-forward facing, hip carry, back carry) Waistband: Lumbar support waistbelt Straps: Padded, crossable shoulder straps Infant Insert: No Infant Insert needed

Why Parents and Babies Love It This all-in-one baby carrier really does have it all. From the baby privacy hood to the detachable storage pouch, lumbar support, and four ergonomic sitting positions for babies and toddlers, the Omni 360 is as easy to use as it is functional. Providing security, comfort, and hands-free connection, this carrier lets parents have your cake and eat it too. This model precedes our Omni Dream and Omni Breeze carriers.

All Position 360 • • • • • • •

Style: Soft-structured carrier Materials: 100% cotton, or mesh Age & Weight: ~4-48 months, 12-45 lbs. Positions: 4 ergonomic positions (front carry-inward facing, front carry-forward facing, hip carry, back carry) Infant Insert: Needed for babies 0-4 months and 7-12 lbs. Waistband: Lumbar support waistbelt Straps: Adjustable, padded shoulder straps

Why Parents and Babies Love It

Omni Dream Aerloom • • • • • • •

Style: First-of-its-kind, FORMAKNIT baby carrier Materials: FormaKnit Age & Weight: ~0-36 months, 7-35 lbs. Positions: three ergonomic positions (front carry-inward facing, front carry-forward facing, back carry) Waistband: Lumbar support waistbelt Straps: Adjustable shoulder straps shaped to the wearers body Infant Insert: No Infant Insert needed

Why Parents and Babies Love It The award winning Aerloom carrier is made to fit to parents’ daily lives, redefining the way parents think of comfort through fit, lighter weight, and airflow. Each carrier is artfully crafted from premium Formaknit Fabric, made with 87% post-consumer recycled polyester, and is knitted to shape and trimmed to spec, meaning less waste in the manufacturing process. Each collection is made in small quantities to avoid excess inventory and each carrier arrives in a recyclable shipper box; no extra packaging necessary.

The Ergobaby All Position 360 is an all-positions, all-seasons baby carrier. A machine-washable carrier that’s also breast feeding-friendly and comes with a baby privacy hood (for breast feeding and protecting baby’s head from the sun or wind), it offers comfort and convenience for babywearing whenever and wherever parents need it. This is the perfect carrier to follow the Embrace or the Aura wrap, once baby is developmentally showing cues that they want to see the world (around 4-6 months) and face out!

Adapt • • • • • • •

Style: Soft-structured carrier Materials: SoftTouch Cotton or SoftFlex Mesh Age & Weight: ~0-48 months, 7-45 lbs. Positions: Three ergonomic positions (front carry, hip carry, back carry) Waistband: Lumbar support waistbelt Straps: Padded, crossable shoulder straps Infant Insert: No Infant Insert needed

Why Parents and Babies Love It The Adapt Carrier help parents easily adjust to parenthood through the newborn, baby, and toddler stages. Ergonomic support for baby plus back and shoulder support for parents, this soft and flexible carrier is a must-have baby item whether the parent plans to babywear indoors or outdoors.

Aura Baby Wrap • • • •

Style: Wrap Materials: 100% viscose Weight: 8-25 lbs. Positions: Inward-facing front carry

* Independent study of 1,500 parents commissioned by Ergobaby UK, August 2019

Aerloom Why Parents and Babies Love It Wraps can be confusing, especially for a first-time parent. Confusing is one word you’ll never use to describe the Aura Baby Wrap. Simple, soft, stretchy, comfy, supportive, and safe. This wrap also sets itself apart from the crowd with its sewn-in pouch designed for parents to fold and store the wrap in when it’s not in use. With the benefits of babywearing now common knowledge among parents and parents to be, carriers are a firm ‘must-have’ on most new parents’ essentials shopping lists, meaning retailers can’t afford to miss out on this lucrative opportunity. Ergobaby recommend stocking a range of models which not only reassures customers that they will be able to find the perfect carrier for their family from retailers’ store(s)/website but can also encourage repeat purchase. As 87% of new parents prefer to invest in quality products that have long-lasting guarantees* meaning quality and longevity are two symbiotic areas that brands need to deliver on, Ergobaby offer their ErgoPromise guarantee to provide consumers with a lifetime guarantee on all carriers. This sends a clear message to parents all over the world that as their families grow, Ergobaby products will be there every step of the way.

Contact: service@ergobaby.co.uk or account managers for further information: North - Ali Bentley

abentley@ergobaby.co.uk 07852 154 342 South - Niki Lawrence

nlawrence@ergobaby.co.uk 07494 812 887 nursery today

talking shop This month we talk to independent retailers to find out their views on baby carriers/slings

Lorretta Owen

JOLLY TOTS Are you experiencing an increase in awareness, growth and demand for carriers or slings?

We have found that customers are asking more and more for carriers and slings. We don’t stock a huge range currently but are always looking to expand.

What are the main areas that you focus on when discussing these type of products with your customers? The main question we get asked is usually by a male “Will it fit around me ??” We reassure them by helping them try it on and show them how easy they are to adjust to any size. They often ask questions on neck support, material and how long they can be used for. We often find that our customers are driven by the baby’s comfort and their own when looking to purchase a sling. There is also the question of cost and what fits within their budget.

Do you feel consumers are looking for products within this category that have a level of endorsement?

Customers tend to come in looking for carrier that they have had personal recommendations from by friends etc. Some have also loaned slings from sling

libraries so they have found a model or make that works well for them.

Would you say that your customers are looking more closely at the type of fabric used?

Our customers do seem interested in the type of materials used especially as it is in such close contact with babies delicate skin.

Do brands feature heavily within this category?

The number of brands within this market is ever increasing which is lovely to see. We have seen a big increase in the number of parents using carriers and slings when they have two children close together but don’t want the expense of purchasing another pushchair. So, they choose to wear baby around themselves while using their original pushchair for the older child.

What benefits do you experience by stocking these products?

The benefit of stocking these products for us is that as bricks and mortar store this drives additional footfall as the customer can come in and try them on instore to make sure they are happy before purchasing.

supplier snapshot Holly Brewer This month we also spoke to leading brands within this category to also gain their views on this nursery product category.

Hester MacAnara

CLOSE PARENT What are the main benefits that retailers should focus on when discussing these types of products with customers?

There are so many benefits to carrying. Perhaps the most notable is the practicality of being hands-free whilst maintaining important physical contact. Fourth trimester carrying can significantly ease the transition for parent and baby and allow them to get things done instead of being nap trapped or juggling baby in arms. Closeness and movement significantly reduce fussing and a calmer content baby means happy parents. A good soft carrier is a safe and supportive place for daytime naps and feeding at home or on the go, in fact being upright after feeds can also help ease discomfort from reflux. Lastly you can’t discount the positive health benefits for baby and wearer. As well as healthy cognitive development babies who are carried have better core muscle tone, because as you move baby will constantly adjust their own posture engaging their muscles for stability. Getting out and being active whilst carrying is a huge postnatal win for parents too!

Is this a product category that is researched online prior to purchase?

Definitely, in the main it is a considered purchase between £50-150 and as such a parent wants to be sure they are buying a good, trusted product. The internet and emerging social platforms provide a great way for parents to research a product prenatally and watch valuable educational content pre-purchase as well as helpful instructional content post purchase which most brands have available. But some parents whether through libraries, baby wearing consultants or in-store still want the opportunity to try. 16

nursery today

ERGOBABY UK Are we experiencing an increase in awareness, growth and demand for carriers or slings?

The coronavirus pandemic and the way it changed consumers’ lifestyles contributed to an increase in popularity in carriers. They are now more than ever before considered a must-have product by parents as they not only make the practicalities of home life easier to manage but as the world starts to open back up those parents who may not have travelled with small children before are relying on their carriers to make the experience easier. They are cost effective parenting tools with immeasurable benefits for both parent and child.

Would you say that consumers are now looking more closely at the type of fabric used?

Whether it’s looking for standards such as Oeko-Tex certification or particular properties to fit to their lives, carrier fabric is a hot topic amongst parents. As well as the features and carry positions that make Ergobaby carriers different, they come in a choice of fabrics, specially designed to suit different families’ needs. Take breathability for instance. One in three parents rank “breathable” in their top three valued benefits of a baby carrier*, which has driven innovation across our range to provide customers with softer, more breathable mesh fabrics throughout our range. For example, our popular newborn carrier the Ergobaby Embrace is now available in an Aerated Pin Dot Knit (100% polyester) and Soft Air Mesh (polyester and spandex) blend to create a design that’s soft, cool, and breathable, while our first-of-its-kind Aerloom carrier is artfully crafted from premium Formaknit Fabric, a lightweight yet durable, machine-knit fabric, made by knitting strands of yarn seamlessly into unique patterns. Another benefit of Formaknit is that is made with 87% post-consumer recycled polyester, the equivalent of about 26 water bottles (with cap) per carrier making it a firm favourite with more eco-conscious parents. *AAU US Carriers 2018

through the range on the Venicci stand.

Sara Hubbard

WHITES FARM BABY BARN Are you experiencing an increase in awareness, growth and demand for carriers or slings?

Yes, we are seeing so many more customers having done their research before they come in and thinking of this as one of the essential purchases to make.

What are the main areas that you focus on when discussing these type of products with your customers? Style, comfort and longevity

Do you feel consumers are looking for products within this category that have a level of endorsement? No not necessarily, most of our customers want to know that it will suit them and their lifestyle regardless of who has “blogged about it”.

Is this a product category that is researched online prior to purchase?

Yes definitely, customers have so much access to information and more often than not they come in armed with a list of questions and criteria to meet.

Would you say that your customers are looking more closely at the type of fabric used? A lot of consumers are certainly more aware of eco-friendly and recycled fabrics but it’s often not the deal breaker when it comes to the comfort and ease of use.

With social media often discussing carriers and slings, do you feel that sometimes this can create images of either incorrect use or mis-information that can confuse your customers? Yes, we do and sadly this is not always the fault of the influencer showcasing the product. Manufacturers and suppliers have a duty to make sure that the

products are being advertised correctly and the most positive information is being passed onto the consumer.

What do you feel is the main criteria your customers are looking for with regards to baby carriers? Ease of use is definitely the top priority and we often suggest they wait until baby arrives so they can try with a real life situation to see what suits best.

Do brands feature heavily within this category?

Not necessarily, from our experience customers are more concerned with how it will perform for them rather than the label.

Is this a nursery product category that you feel has a good level of innovation?

Yes we do, I suppose like anything the way forward would be to become more aware of our carbon footprint and eco-friendly qualities.

What benefits do you experience by stocking these products?

It offers an add on sale sometimes to something they may not have initially thought about, also a lot of customers will go for one for mum and one for dad therefore double the sale on one item which is always good news for any retailer.

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Spotlight CARRIERS AND SLINGS

Supplier Snapshot

Warm

Embrace

Carriers and slings have experienced a notable level of growth in recent years and have become a must have product category for many retailers.

arriers and slings continue to grow in popularity and although baby wearing, as it is referred to, is not a new phenomenon and a practice that has been used in various countries for centuries, this is becoming a staple must have among many new parents. There are many benefits to using a baby carrier, sling or wrap, with a main focus on lifestyle as these give parents the freedom of movement with their little one when a pushchair or pram may not be ideal. We asked Close Parent’s Hester MacAnara what type of growth are we currently experiencing within this particular nursery category. “The Baby carrier market has grown 5% over the past five years and is expected to continue with a strong CAGR and be worth around 23 billion globally by 2025.” New parents often turn to the internet to carry out research and perhaps this is a category where social media or influencers play a role in driving awareness, but can this also send out mis-leading information or incorrect use? Ergobaby’s Holly Brewer commented stating “Educating consumers about safe and comfortable babywearing is one of our top priorities on social media and we have various initiatives to do this - all of which we gladly share with our retailer partners.” As a responsible brand, how do they convey this information to the consumer? “We have a wealth of easily digestible but highly informative social media content on hot topics such as safely outwards facing, dressing baby appropriately for babywearing, using carrier features effectively etc. We share these regularly across our channels and often direct our followers to longer form content such as blog posts or instructional videos with more detail. We also run dedicated educational influencer marketing campaigns and work alongside sling libraries and other babywearing professionals to create and share informative

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and engaging content to help combat incorrect use or misinformation received elsewhere.” With this being a product that has direct contact with baby, are consumers looking more closely at the type of fabric used and are brands keeping up with the rising demand in eco-friendly credentials? “Yes, like any other markets, rising environmental concerns and a drive for better performance has led to the emergence of bio and lower impact recycled materials.” States Hester. “Close were the first company to challenge the archetype of traditional construction and design and showcase a prototype seamless carrier made of 41 plastic water bottles at 2019 K&J show.” With this being a growing nursery category, Nursery Today asked Holly what benefits retailers can highlight to customers who are looking at making this type of purchase. “Perhaps the most well-known advantage of babywearing is how it strengthens the bond between parent and baby, but the overall benefits go far beyond this, babywearing aids in baby’s physical and emotional development too. There are also practical benefits, parents or caregivers can be ‘hands-free’ while baby is in the carrier which allows them to navigate other tasks more easily, such as caring for another child, or maintaining their own needs. Babywearing allows parents to more easily explore where strollers are rendered impractical, while babies get to discover their new world from the safety and comfort of their parent’s body. Another practical benefit is that many carriers allow breast/chestfeeding to be done on the go for nursing parents and studies report milk production being boosted with close contact with baby.” The key to success in this product category might be to ensure you have a selection of choice for your customers… we highlight a number of options that are available to order now from leading brands in this product category.

Nursery Today takes a break with Joie’s Head of Product Development, Damon Marriott with regard to Baby Carriers and Slings. Are we experiencing an increase in awareness, growth and demand for carriers or slings? Awareness of the benefits baby carriers offer to the new parent are influencing an increase in sales for this category, with established brands in other categories seeing the need to offer such an important model within their portfolio. The key to gaining traction in this category is ensuring the key features are met combined with awards from known establishments like the Hip Dysplasia Institute to give confidence to a new launch in the market.

What are the main benefits that retailers should focus on when discussing these types of products with customers? In order to appeal to the wider market, it is a good idea to highlight how easy the straps are to adjust allowing parents and carers of different body types the ability to experience baby wearing. Parents will want to ensure their child is comfortable and that their posture is correctly supported, so drawing attention to products that are certified hip healthy by the Hip Dysplasia Institute and other accredited bodies is a good idea. Key features that make baby more comfortable and enhanced selling points are also worth mentioning, like the integrated windshield and washable cotton bib that come as standard on the Joie Savvy.

Do you feel consumers are looking for products within this category that have a level of endorsement? 100% yes, a high level of accreditation is essential here. Reassuring parents that their baby’s hip and spinal development is protected is key to the baby carrier category, so endorsements from health professionals and authoritative bodies are acquired to give peace of mind to both the retailer and the consumer.

Do brands feature heavily within this category? This is quite often the case within the nursery sector as brand names gives both the consumer and retailers confidence in the quality of the product. For this category, confidence in the product is particularly important as the consumer want to know that their little one’s development is in safe hands.

What benefits can retailers experience by stocking these products? There are several reasons why the baby carrier is a great option for the retailer. Alongside prams and travel systems, they offer an alternative for parents who prefer to keep little one close especially during those early days. They are also a great add on sale to parents who are looking for a complete system alongside the traditional travel system bundle.

snuggle up. carry on. savvy™

body carrier

also available in the black pepper fashion

see all my features

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

Share the joy at joiebaby.com

Spotlight CARRIERS AND SLINGS

Caboo carrier still scooping

Gold fifteen years on! This tried and tested carrier from Close is the original sling re-invented and has been delighting parents and babies around the globe for more than fifteen years. So, we wanted to know how Caboo has continually maintained its mantle as one of the UK’s favourites for newborns and why it is so loved and trusted by parents and retailers? Here’s what Jo Studholme owner at Pushchair Expert had to say ‘We have been retailing Caboo for many years now, I actually used it myself with my youngest and it continues to be one of our most popular carriers. It’s got a great brand reputation and parents just love the closeness and ease of use. The small, considered changes and new colours ranged are so appealing and are already proving popular with parents. We have planned an official in-store launch in April and the team are looking forward to helping lots of new parents try the Caboo. We generally find once they have tried it themselves, they are so convinced. I’m absolutely delighted to see Caboo still getting the recognition it deserves and winning Gold Awards more than fifteen years on. It’s definitely a tried and trusted carrier that just makes so much sense in those

early weeks and months of parenthood.” Caboo is perfect for the 4th trimester and beyond and can be used from day one 5lbs+ The soft wide straps make carrying comfortable for both baby and wearer and provide great cheek to chest head support during those early weeks and months. “it’s like one long handsfree hug with your baby” says - Hester MacAnara from Close. Unlike some other stretchy hybrids, it’s not sized, the one size design fits most parents and goes between wearers with ease! One of the biggest attractions for parents is the simplicity of Caboo. You just pop it on over the head like a t-shirt and tighten down to fit baby and wearer exactly, making it perfect for those parents who love the idea of a soft carrier but don’t want to wrap! For more information, or to discuss stocking Caboo please contact the below. Claire@closeparent.com

To celebrate their recent award successes, Close have 5% off all awardwinning products until the end of April

www.closeparent.com

Feel the

embrace

Specially designed to keep newborns close, the Ergobaby Embrace combines the softness of a baby wrap with the ergonomic comfort of Ergobaby’s award-winning carriers. Renegotiating the question of ‘wrap or carrier?’ with its distinctive design, the Embrace carries babies from 3.2kg to 11.3kg (7lbs – 25lbs), whilst weighing just 420g (fabric type dependent) itself and being able to compactly fold for easy storage. The spreadable shoulder strap option keeps the soft and stretchy fabric taught around baby’s neck for a snug fit, while the padded head and neck support cradles the newborn’s head. Available in Snug Knit or NEW Soft Air Mesh fabrics. For more information, please contact your account manager or email the below.

service@ergobaby.co.uk

Perfect time to

carry

With Spring in the air, it’s the perfect time to stock up on baby carriers.

These essential pieces of kit allow parents to take their little one out and about to the park or supermarket, without the need for bulky pushchairs. Baby carriers are also great for keeping little ones close to mum and dad, helping them feel safe and secure in unfamiliar surroundings. Leading UK wholesaler, Baby Brands Direct, has a great selection of baby carriers from Infantino - including the Go Forward carrier with four ergonomic positions that helps support young children throughout their growth and development.

sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk

nursery today

Time to

Spotlight CARRIERS AND SLINGS

get savvy

Meet the new savvy from Joie, the 4in1 baby carrier that makes baby wearing all about hugging, not lugging.

The savvy boasts clever magnetic buckles on the shoulder straps that make putting it on and adjusting the straps yourself, a doddle, with no twisting or extra pairs of hands necessary. Joie have carefully engineered a design that will cradle your precious cargo’s naturally C-shaped spine, hugging them in their favourite foetal position that’s best for both snuggling and developing. The optimal support of savvy lets your little one sit smart in an ergonomic M-shaped position that promotes healthy spine and hip development, certified hip healthy by the International Hip Dysplasia Institute.

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www.joiebaby.com

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Supportive, Comfy and

Cosy

The Carramio from Clippasafe allows parents to keep baby close and snug with a carrier that’s as stylish as it is comfortable.

Fully

endorsed

So popular Red Kite struggle to keep it in stock!

This 3-position carrier from Red Kite is suitable from newborn with both parent/outward and back carry positions. Wide and extra padded shoulder and waist straps give better support for the adult when carrying baby. Includes a handy accessible pocket at the front of the carrier. Supports the hip healthy ‘M’ shape position to make sure that baby is comfortable and supported at all times. Fully endorsed by the International Hip Dysplasia Institute.

sales@redkitebaby.com www.redkitebaby.com

Designed to offer optimum comfort for baby and wearer, it features a lightweight, soft fabric lining to keep baby cool, with wide padded straps and lumbar support to spread the baby’s weight evenly across the wearer’s body. It also includes a detachable and washable dribble bib. The Carramio is a two-way carrier, so as soon as babies can support the weight of their own heads (at around three months) they can then face outwards and enjoy watching the world go by. The Carramio safely carries babies of 3.5kg to 9.0kg and meets UK & EU Safety Standards. It retails at £32.99 and is available in three colours – Black, Navy and Oatmeal.

www.clippasafe.co.uk nursery today

nursery matters JOHN BARKER

Barking Mad Pramland’s John Barker talks trade, expansion and is ready, booked and looking forward to Harrogate 2022!

ello all, I’d like to start this month’s article by saying how pleased I was with the feedback I received last month. I received a few emails from you guys saying how you felt a little deflated due to the way trade has been. So, if you emailed me thanks for reaching out and I’m glad my words help. After my article last month, I had hoped that the market would have seen a little stability. . . How wrong could I be? Like us you’ll no doubt have seen some pretty rubbish days trading, followed by some amazing days. The lack of consistency is really driving me (and I’m guessing you too) mad! The press constantly harping on

john@pramland.co.uk

about how little money people have is really starting to cause shoppers to think twice before placing orders. This is despite the fact that these customers know that in XYZ weeks they’ll have a baby and they will be needing the items they’ve not forked out for. Many of us offer payment plans but even these are not managing to tempt some people as it requires the customer to be confident enough that they’ll have the balance before baby arrives. It begs the question if the way forward is to offer a 0% finance package to customers in the store. As a trade off for the added administration they will at least release funds immediately to assist with cash flow but the question remains, is there

M any of us offer pay ment plans but even these are not manag ing to tempt some people as it requires the customer to be con fident enough tha t they’ll have the bal anc e before bab y arrives . 22

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Image source: pexels.com

enough margin in our industry to absorb the cost of offering such a facility? We’d all love to work on a flat margin of 30% but invariably this gets eroded to 23/24% after you’ve had to price match someone online happy to earn nothing. Can we afford to see this drop below 20% after we’ve paid for Mr & Mrs Pramshoppers fees that whichever finance company will charge? It’s a real catch 22 situation, you may lose sales if you don’t offer the facility, after all someone else might do well off it. On the flip side if you do offer it, you’ll be compromising your margins and adding to your administrative duties. It’s a true head scratcher and something I know many of you are struggling to get to grips with too. Despite the stop / start trading of the past couple of months work has cracked on with the store expansion and we have finally got a space we can welcome customers in to. It’s not 100% finished yet but it’s tidy and a space we can trade from. Over the coming weeks the balance of the work will be completed and I can finally put my feet up (as if that’s going to happen!) just in time for my next project! It’s made a remarkable difference to the store and now all the

furniture is no longer on the main shop floor the place feels HUGE! I have to admit I’m a little fed up of building furniture and the amount of polystyrene is crazy, worse still you can’t get rid of the stuff. I get home on a night and get changed. . . .with that hundreds of little white polystyrene balls float off around the room sticking to every surface. I finally managed to get my shiny new meter fitted by British Gas. . . .the heating engineers installed the new (and offensively expensive) hot hair blower just in time for the cold snap last week. . . .only for the gas man to declare that the supply coming in to the property is insufficient to power the new meter! I can’t believe how hard it has been trying to get this sorted – it’s like trying to empty a paddling pool with a fork. It makes me chuckle when I the engineer tries to explain the problem to me, a layman and someone that has ZERO knowledge of how gas works. My entire life experience of gas is turning the central heating on at home, so when I am told about the difference between pressure and volume I just stop listening. At least the weather has turned again and the need for heating in the new show room has decreased, it gives me a few months to sort out

If you are a brand read ing this please get your stand booked for the show (Harrogate), we independents loved the show in 2021 and will all happily commit to attending and support the show and you if you guys attend too. To quote Kevin Co stner “build it and they will come.“ the whole pressure / volume thing – Fingers crossed I’ll have it sorted this side of 2023. . . .but I’m not going to hold my breath. Spring has seen a few price increases which where fully expected, the pertinent question must be are these the last for the year or will we see more at a later stage? It’s comical how customers are fully on board with the future of gas and petrol prices but when you tell people that prices may continue to rise they just assume it’s because we want another holiday or fancy a new car – nothing to do with the never ending price increases of manufacturing and shipping. I think the general public think that everything we buy costs us £3/£4 and we sell it for £1000 plus. To be fair given the race to bottom of online pricing

you can see why they have this view. In other news I am pleased to say that I have booked my hotel in preparation for Harrogate! Check me out! Captain Early! I thought about Cologne and ended up thinking, nah it’s Harrogate for me. I have to say that I’m looking forward to it and think that if the show can build on what it offered last year then it will be an amazing weekend. So, if you are a brand reading this please get your stand booked for the show, we independents loved the show in 2021 and will all happily commit to attending and support the show and you if you guys attend too. To quote Kevin Costner “build it and they will come”. So, until next month stay safe and I sincerely hope that business picks up again for all of you.

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Spotlight BEDSIDE CRIBS

Bedtime

IMAGE COURTESY OF MAXI-COSI

bliss

Sleeptime is an area that causes many anxieties for new parents. Fortunately manufacturers and suppliers keep this sector refreshed with continual innovation and advancements coming from Bedside Cribs.

Sleep is probably one of the most important things (aside from eating) that a baby does, however this is also an area that can create huge anxieties for many parents which is perhaps why we experience a great uptake on bedside cribs, which provide a sense of closeness, while keeping baby safe in their own sleep environment next to the bed of the parent. Bedside cribs have seen a huge uptake in interest and is a continual growing category with many brands now embracing this as a staple within their product ranges. This is perhaps one of the largest innovation sectors seen over the years within sleeptime solutions and one that hasn’t stood still, with many great new product launches to satisfy the growing consumer demand.

Fully adjustable for perfect night’s sleep The Silver Cross Voyager Co-sleeper offers the best in baby and parent comfort thanks to its practical and flexible design.

Adjustable to seven different height positions, Voyager fits to the side of the bed with a simple-to-use harness and a drop-down mesh side panel that is perfect for night-time feeding. As baby grows, Voyager can be used as a stand-alone crib, with an optional incline setting to help aid congestion and reflux. It is easy to manoeuvre with four lockable swivel wheels, while a quick-and-easy compact fold and lightweight travel bag make it perfect for nights away from home.

www.silvercrossbaby.com 24

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Perfect

dreams

The Dreamer Bedside Crib is an update of an old popular model but with the addition of a drop side to allow safe bedside side sleeping.

Great to use when on holidays or travelling or visiting friends and family. Supplied with a newborn bassinette and is finished in soft fabrics for a comfy sleeptime. Mattress is included and extra storage provided under the bassinette and with handy pockets. Easy to fold and carry with the handy bag provided. Winner of the MadeForMums Bronze Award 2022 Travel Cot.

sales@redkitebaby.com www.redkitebaby.com

Ssshh...

The Shnuggle Air Bedside Crib to Cot Sleep System Loved by new and expectant parents for its quality furniture styling. From master bedroom to nursery staple.

For further information contact: Andrew at trade@shnuggle.co.uk

Spotlight BEDSIDE CRIBS

Awardwinning solution by

Venture

In a widely competitive co-sleeping market it can be challenge to find that a new product that offers that wow factor to site alongside your current ranges.

Look no further than the award winning Hush bedside crib by Venture. Building on the success of the original design Venture have launched a brand new and completely re-designed model for 2022. It’s been carefully designed to feature its own unique style that really makes it stand out from the crowd. The team at Venture have also been busy adding the features and functionality that have been widely

requested by their customers, such as the storage tray underneath and the wheels that allow the cot to be moved more freely. The Hush is available now in both standard and the more premium ‘Hush+’ variation that adds improved materials, a highly breathable airflow mattress and brushed metal finishing. These changes and the fact that the Hush has won a Bronze Made For Mums 2022 Award in the bedside crib category make it one of the most attractive offerings on the market!

sales@ventureuk.com www.ventureuk.com

Breath of fresh air The award-winnng Shnuggle Air is the only bedside crib-to-cot from birth to beyond.

The Shnuggle Air combines all the key features of baby’s first bed to provide a safe, close and cosy sleep space from birth, but is uniquely designed to grow with baby; converting to a stylish cot and extending the safety and comfort for toddlers up to approximately 2 years of age. Scooping a Silver badge at the 2021 Junior Design Awards and being crowned Editor’s Choice in the 2021 Made for Mums Awards, The Shnuggle Air is designed with breathability at its core. With dual view, mesh sides to help to maximise airflow as well as allowing parents to keep a watchful eye on baby, the airflow mattress has a hypo-allergenic fibre core. Extremely versatile, the Shnuggle Air has seven height adjustments to fit most bed heights and a gentle incline option to help ease colic and reflux . Helping to extend the life of the Crib, the Shnuggle Air Cot Extension Kit easily transforms to baby’s second bed with larger bed base and fabrics. The Air Cot retains all the safety, comfort and style of the crib, whilst helping to ease baby’s transition to a cot with a familiar and safe sleeping environment. The Shnuggle Dreami Moses Basket and stand was a recent winner at the Made for Mums 2022 Awards, scooping a silver award. Dreami is a complete baby sleep system, designed for maximum flexibility around the home and on the go. The gorgeous Dreami sleep system uses the clever Shnuggle ventilated base with a fully breathable 3D mesh fabric, reducing the risk of airflow restriction within baby’s sleeping environment to help towards a safer and sounder sleep. The mesh is cotton facing to be soft against baby and has a hypoallergenic inner core which wicks away moisture and offers a slightly padded feel for complete comfort. The Dreami base is easily removed from the included Curve Stand and can be used in a high-level fixed position or turned upside down to create a low-level rocker. When not in use, the Curve Stand can be easily folded up for easy storage and travel. For more information contact the below.

hello@shnuggle.co.uk www.shnuggle.com 26

nursery today

Spotlight BEDSIDE CRIBS

Peace of mind Offering parents peace of mind that baby is safely within arm’s reach, the Maxi-Cosi Iora offers a stylish, cosy, and secure place of rest for little ones.

Boasting five height positions and an extra-comfortable mattress, this adjustable bedside sleeper is compatible with any bed. As baby grows, it can then also be used as a standalone cot for children weighing up to 9kg. Multi-functional and lightweight, Iora also folds right down and can be taken away in its handy included travel bag, meaning that baby has a home from home on family trips too. Furthermore, the large under-cot storage basket can be used to keep all the essentials to hand.

www.maxi-cosi.co.uk

Easy to

‘pop’ up! Chicco’s award-winning Next2Me range is expanding with the launch of Next2Me PopUp, the side-sleeping crib that’s easier to store than ever before.

Great value for money The brand new model Una Crib has landed from Red Kite to rave reviews and provides even better value.

New parents wanting to select a fashionable and practical safe sleeping solution for baby is here, enabling side sleeping to develop a close bond to baby. Fully adjustable height and tilt positions. Includes a large and practical under crib storage shelf which will come in handy to grab nappies etc in the middle of the night. Handy wheels for easy movement. Finished in soft wood effect frame and dove grey fabrics meaning the Una Crib will fit into any model home.

The latest addition offers parents an ingenious space-saving solution that can easily and quickly be folded down with no need to remove parts. When folded down, Next2Me PopUp is compact enough to fit underneath a bed and allow for easy transportation, making for the ideal solution for travelling with the whole family. Next2Me PopUp has six adjustable heights and a tilting function to aid digestion, mesh panelling to enhance air flow and a fold-down zip side panel, allowing for use as a secure standalone crib. Next2Me PopUp is available in stylish Grey Mist and Atmosphere designs.

www.chicco.co.uk

sales@redkitebaby.com www.redkitebaby.com nursery today

Feature COMPACT FOLDS

Coffee Break

Nursery Today takes a break with Leclerc Baby’s Agent Paul Roberts looking at compact folds and how these have quickly become a growing category within the wheeled goods sector. Why have compact folds become so popular? The Nursery Sector has welcomed the new era of compact strollers which offers a practical travel solution for modern parents. Because new parents want to maintain the same lifestyle they had before having children and travel is a big part of that, the demand for compact folding strollers like the Leclerc Baby Influencer has grown massively.

Is the overall weight a consideration? Weight is very important, however ease of folding along with size when folded are crucial features for modern parents. It is all about the complete package that the stroller offers and the benefits that ease daily parenting tasks.

Compact

living Compact folds have continued to increase in popularity and as an industry brands have reacted to ensure there are solutions available to suit every taste and lifestyle.

here is notable demand for compact, lightweight strollers with these experiencing subsequent improvement in design. It is no longer the case that compact folds/strollers are only favoured by those with small living spaces or looking for a cheap ‘spare’ stroller, they are becoming a first choice for a broad range of consumers. Improvements in comfort and sturdiness, while maintaining minimum weight and size, mean consumers don’t need to compromise between comfort and function. Naturally this is a category that will be researched online prior to purchase, however being a primary purchase and although consumers will often have some idea of what they like and need before they step into a store, the need to physically try out the variety available for themselves in-store shouldn’t be underestimated. The desire for nursery products that are stylish yet practical has definitely been noted within Compact Folds. These have quickly become a staple product offering by many brands who cater to this wheeled goods sector. With many parents living urban lifestyles, compact folds, although not necessarily a new concept, have seen a leap in demand. This category continues to gain momentum with brands continuing to look at weight, size and overall ease of use.

nursery today

Do you feel these have now started to replace the popularity of say the umbrella fold pushchair? There has been a massive move from the old style of umbrella strollers which were long when folded, open to misuse with their hook style handles being used for excessive amounts of shopping bags. The new style compact strollers from the Leclerc Baby range offer retailers a low maintenance product with desirable looks and a great automatic fold. With pricing allowing retailers to make far more margin than the generally low-priced umbrella strollers. Thus, there are many benefits to displaying the Leclerc Baby range in store.

Do you feel that this type of product is now a staple amongst a brands range? We are seeing more and more brands introducing compact strollers into their ranges. The majority are offered as a second stroller for parents who no longer need their bulky travel systems. Leclerc Baby offers the MF Plus and Influencer models as both travel systems and second strollers. With car seat adapters, bassinets and even an adapter to fasten two of their strollers side by side for siblings there is a product for most parents.

What would you say is the typical reason for the purchase of a compact fold? Space, ease of use, single handed automatic fold and unfold and aesthetics all play a part in the purchase of a stroller.

Are consumers looking for the same functions of that of a larger travel system? We see both new parents wanting a stroller to fit in with city living where space and ease of use are essential, alongside parents simply needing an easier system once baby is out of their carrycot. The strollers from Leclerc Baby have the convenience and lightweight characteristics of a travel stroller, but they also provide a comfortable ride for the children, with three backrest positions, including a sleeping position.

Do you think we may see further innovation within this category? Definitely. The last 18 months have seen great innovation in this category but there is still more to come.

Do brands play a pivotal role within this particular wheeled sector? Brands are very important but the product has to perform well, look good and offer margin for them to be successful in this category.

What benefits can retailers expect by stocking products that fall within this category? Proactive retailers will look at how they can maximise the profit on a compact stroller. Moving the consumer from the old umbrella stroller price points of sub £100 to a new category where it is easy to upsell to a product with accessories for around £500 is key to their success. Alongside this, they need a product that has a good warranty, low returns rate and great after sales.

Feature COMPACT FOLDS

Introducing the

Bugaboo Butterfly One second fold for travels near and far Just like it’s namesake the Bugaboo Butterfly is small, lightweight and powerful in flight so whether you’re embarking on an adventure or you’re just a parent on the go, the Butterfly has been designed to make every journey a breeze.

One second fold A one second, one hand fold means you’re ready to go in a flash. The integrated carry strap makes the Butterfly is easy to transport and a lightweight frame is perfect for travels.

Air unfold The Butterfly unfolds in just seconds. One click, one hand, then gravity does the work and you’re ready for your next adventure

The ultimate travel pushchair Hands free carrying makes it easy to transport the Butterfly and the compact will fit into the smallest of spaces. The Butterfly’s multi position recline is great for afternoon napping and the extendable canopy offers UPF50+ protection for your tiny traveler.

www.bugaboo.com Claire.fedigan@bugaboo.com 30

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For travels near and far Available to preorder now. Launches June 2022

www.bugaboo.com

Feature COMPACT FOLDS

Double the

adventure

The Baby Jogger City Tour 2 Double folds small for double the adventures.

Narrow at just 66.5cm wide and lightweight at just 10.5kg, the City Tour 2 Double is the ultimate travel companion with its ultra-compact quick fold with auto-lock and ability to fit through most doors with ease. The adjustable calf supports and near flat seat reclines allows you to find the most comfortable position for your children while the storage basket and UV 50+ canopy with peek-a-boo windows and sun visors provides you the ultimate convenience.

Christopher.Grech-Cini@newellco.com

Ultra compact Introducing the ultra-compact and lightweight addition to the Maxi-Cosi pushchair range, Lara². Ideal for urban families who are always on the move and need that extra bit of space and convenience, parents can easily take their little ones with them wherever they go. Lara² is suitable from birth to approximately 4 years old (22kg) and weighs just 6.4kg. It has a shoulder strap allowing it to be carried easily and also boasts an easy one-hand flash fold, meaning it can be opened or collapsed with minimal effort. Not only does it feature three recline positions with lie flat for relaxing naps on the move, it also has two storage baskets so parents will always have everything to hand. Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

www.maxi-cosi.co.uk 32

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Influenced with

Leclerc Baby The Leclerc Baby Influencer is the trendsetter in the market.

It is a combination of stunning colours, beautiful materials and the super comfortable folding system. With just one push of a button you can fold and unfold your pram in 1.5 seconds! The Influencer collection comes in four different colours combined with a metallic base and includes 14 compatible accessories. The buggy can also be converted into a pram by adding the matching foldable bassinet. All Leclerc Baby strollers are ultralight (6.6 kg) with automatic folding button, featuring a removable bumper bar, sun canopy with +50 SPF protection, reclining backrest in three positions, rain cover and cup holder. All of these features, particularly the one-handed fold and unfold, make Leclerc Baby strollers an ideal travel companion for families. Making parenting easier! Contact Sales Manager UK & Ireland Paul Roberts for more information.

Tel: 07817030380 Paul@mee-go.co.uk www.leclercbaby.com

Feature COMPACT FOLDS

Leclerc Baby by Monnalisa –

a floral love story Are you ready for a joyful adventure with the new Leclerc Baby by Monnalisa travel stroller? Hit the road assured with convenience, comfort and safety in mind thanks to the unique one-hand folding mechanism.

Monnalisa - custom made model based on the popular Influencer stroller. Monnalisa, a high-end childrenswear sector leader, extends its early childhood range, partnering on a new line of strollers for Leclerc Baby. Monnalisa expands its newborn offer - thus far focused mainly on layette and beauty

nursery today

products - with its unmistakable floral pattern appearing on Leclerc Baby’s high-performance strollers. The Monnalisa custom made model is based on the popular Influencer stroller, an ultralight stroller (6.6 kg) with automatic folding button, featuring a removable bumper bar, sun canopy with +50 SPF protection, reclining backrest in three positions, rain cover and cup holder. The collection also includes a matching diaper bag, footmuff and organiser. The new Leclerc Baby by Monnalisa stroller has a pink gold frame, nicely combined with the iconic floral pattern of the brand and is available in three colours: Antique pink, Birch and Black. The Leclerc Baby by Monnalisa collection is now available to pre-order. For any inquiries, please contact Paul Roberts on the below.

Tel: 07817030380 Paul@mee-go.co.uk

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MONNALISA

Products subject to change.

˪˪˪ʡ˟˘˖˟˘˥˖˕˔˕ˬʡ˖ˢˠ

new!

Sponsored by The brand that parents trust www.clippasafe.co.uk

Discover with

Infantino

Small change, big impact with

Maxi-Cosi

Introducing Mica Pro Eco, the new sustainable car seat from Maxi-Cosi with FlexiSpin rotation. With a long-standing purpose of caring for precious life, Maxi-Cosi wants a legacy that lasts beyond their products to ensure a better and greener world for all of the babies we’ve safely carried home. That is why the Mica Pro Eco is made with 100% recycled fabrics which is created using 19 plastic bottles for each model, designed to look after our planet for future generations.

Infantino are launching yet another playtime masterpiece into its range of award-winning products, the Jumbo Sensory Discovery Mat.

Offering a giant space for curious minds and little hands, the new mat is bursting with textured shapes, crinkly fabrics, colourful ribbons, and a giant selfie mirror, little ones will be mesmerised for hours. Not to mention the engaging interactive activities and cheeky characters with fun animals including a monkey, racoon, elephant and sloth, to stimulate the senses. With a whopping space of 48” x 48”, the mat provides a wonderful place for rolling, crawling, sitting and tummy time, as well as lots of room for a play date too. What’s more, it is machine washable, making it easy to wash away any spillages or nappy explosions! www.infantino.co.uk

The Mica Pro Eco – the responsible choice: • • • • • • • •

Made from 100% recycled fabrics FlexiSpin rotation: rotate using only one hand Reclines in both forward and rearward-facing positions Rearward-facing position from birth up to four years old i-Size (ECE R129) safety as standard G-CELL 2.0 technology for maximum protection of your child in case of a side impact ClimaFlow technology ensures that baby is always at the right temperature 3-point harness with one-pull tightening system

www.maxi-cosi.co.uk

Happily

bouncing

This brand new bouncer from Red Kite is available in two great colour options, Dove Grey and Blush Pink. A soft padded quilted seat helps to support baby and allows them to bounce happily with the self bounce action to develop muscle strength. Adjustable lie back position and folds flat for storage. Includes toy bar with cute character new friends for extra value and play time.

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sales@redkitebaby.com www.redkitebaby.com

NEWBORN FREEDOM LEMO THE FOREVER CHAIR

cybex-online.com/lemo

0 – 6 MONTHS

6 MONTHS TO 3 YEARS

3 YEARS TO 5 YEARS

5 – 99 YEARS

Profile AXKID

A new generation

is here

Axkid Minikid 3 is a revolutionary update from the bestseller and award winning Axkid Minikid 2 that allows real extended rear-facing up to 7 years of age.

he Minikid concept is famous for its unique and patented features and for saving many lives over the years. Now a new generation is here with Minikid 3 being introduced into the range. Maximised and unique range - Approved according to the newest R129 regulation, Plus tested, allowing rear-facing up to 7 years of age (125cm and 36kg). Dynamic headrest technology – Headrest that automatically adjusts to a safe position according to your child’s length and size or if preferred 14 fixed headrest positions. Installation in 60sec - Easy installation system with automatic lower tethers – just wiggle the seat securely into place. Up to 30cm leg space – Due to the compact yet spacious design, the Minikid 3 can fit in even the smallest cars yet allow a child plenty of legroom.

Stretches the rear-facing period even longer

The Minikid 3 is a secure and spacious seat with extensive smart features. The Minikid is designed 38

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with a Swedish safety mindset into its DNA allowing real extended rear-facing up to 125 cm and 36 kg. For maximum safety Axkid Minikid 3 has passed the world’s toughest crash test – the Swedish Plus Test. Rear-facing car seats are proven to be up to five times safer than forward facing.

Up to 30cm leg room for your child

The compact design of Axkid Minikid 3, offers your child generous legroom yet the flexibility to install in even in the smallest of cars. Depending on your installation possibilities, the Axkid Minikid 3 can allow your child up to 30cm extra leg space.

A secure and comfortable car seats for all ages

The design of the car seat is updated to a more comfortable and ergonomic sitting and sleeping position. The Sleep Well System with its multireclining leg in the front supports the use of different positions for a comfortable and secure recline for a child, depending on age length and backseat angle. The toddler support cushion for Axkid Minikid 3 will give even the smallest children a comfortable and safe position.

Flexible and adaptive to your child and Protection from all angles The innovative Axkid Side Impact Protection (ASIP) is your needs developed with the most prestigious crash institute The dynamic headrest technology allows the headrest to automatically adjust according to your child’s length and size. If preferred, the headrest may have a fixed position, there are 14 fixed headrest positions. The headrest design is updated with a V-shape and developed with a force-absorbing technology giving a child the best protection in the event of a collision.

60 seconds installation – Easy Installation System

With a unique 6-step installation guide, with only one belt clamp and due to the automatic lower tethers, that enables the seat to be wiggled into place, tricky seat belt installations are nothing but a memory. Visual guidance for installation of the car seat and child can be found on the car seat for easy access and guidance. To ease the installation even more the BILT application supports you with an easy step-by-step interactive 3D installation guide for both installation of the car seat and the child.

in the world – ADAC in Germany. Upon a side collision, ASIP is built to deform and absorb the crash energy before it reaches your child.

A car seat to trust

For over 10 years Axkid Minikid has served the market in providing the highest safety for children all over Europe. The unique functionalities featured on the Minikid as well as the huge safety benefits with extended rear-facing travelling make it a product that is truly loved by parents as well as children.

For more information, please contact salesuk@axkid.com

RETAIL MATTERS

Retail matters Q

Christy Foster, Managing Director, cmf@online4baby.com

It’s been a challenging start to the year so far, with the retail industry experiencing downturns in growth predictions due to rising business costs and current market conditions. Businesses need to be able to adapt and trade accordingly to continue driving performance to new heights. This month Online4Baby’s Managing Director Christy Foster discusses the huge growth plans for her brand and how she plans to achieve these, with some exciting new activations in the pipeline. 40

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2 is upon us, and for Online4Baby that signals the start of an exciting new chapter for our brand. Our website re-launch is around the corner, we have some impressive upcoming launches, and some amazing marketing activations in the pipeline. For many of us, the Covid pandemic highlighted just how important a business’s eComm and marketing strategies are, especially when it comes to long-term growth. With many people having turned to online shopping throughout 2020 and beyond, businesses had to quickly adapt and change their strategies. Having looked at our business, we made some small-scale changes to improve the customer journey and onsite conversion, as well as offer online support and advice for parents to make their buying process even easier. Alongside our exciting upcoming activations, we have some internal plans to help further drive business performance, with a move to a brand new office space at over 10,000 sq. ft. Our plan to bring all teams under one roof will improve internal communications and enable everyone to share insights and learnings. I believe that all teams within the business - whether that’s marketing, finance, eComm, customer service, or operations, can learn something from each other, and this move will help drive that, and in turn further drive our ambitious growth plans. The office space will also house our new social studio, which will transform our ability to create and film content quickly. Our How-To videos across YouTube and Facebook have been performing well for us, so we want to continue driving these, and come up with new and innovate ideas to excite and advise our customers. We have an amazing online community - from parents-to-be, first-time parents, and grandparents, amongst many others, and we want to be able to give them the best experience when shopping online with us. The social team has been doing an incredible job coming up with new ways to delight and excite, including launching on Tik Tok, which has enabled us to directly interact with our followers. It has been really well-received; we are able to answer comments in real-time and showcase products up-close to the

Elliott Metaireau – Ecommerce Executive

Laura Balan – CRM Exec

Grace Hall – Digital Apprentice

Our O4B family is

growing!

I am so excited to introduce you to the new team members joining Online4Baby as we continue to expand. Our eComm and marketing channels are integral to the business’s long-term growth plan, so we can’t wait for these digital superstars to shine and drive exceptional performance for the brand.

Jake Wild – Digital Acquisition Manager

“

All of our key focusses for 2022 are centred around laying the foundations for impressive growth plans and investing in the future of Online4Baby. From new infrastructure, to improved operations and marketing strategies, the business is set to drive its best performance to date, and I couldn’t be prouder of the journey we have been on, and so excited at where we’re going!

“

camera. Social is a way of connecting with consumers on a personal level, and in current market conditions, it’s more important than ever to understand what they want. With living and fuel costs rising across the board, customers are being more selective than ever about where they shop and spend their money. Listen to the data and let it guide your business decisions, and don’t be afraid to adapt and change.

Online4Baby are delighted to be a Which? Recommended Provider for Baby & Child Retailers 2021.

Our new home!

We’re delighted to show you our new office space, with amazing breakout meeting areas and large meeting rooms to plan for the rest of 2022 and beyond!

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Spotlight SUN, SEA AND SAND Summer is coming – check out these items that are all great for day trips, holidays abroad or staycations with little ones!

Cruelty free,

vegan friendly! Take the trouble out of travelling this Summer, with Original Sprout’s NEW Travel Trio Gift Set.

Great

protection JANE’s best-selling Anti UV50 Sun Parasol from Johnston Prams

This isn’t just any parasol, it’s a sunshade that is made of materials especially designed to offer unique protection against ultraviolet rays, both UVB and UVA. So, what makes the JANE Parasol so good? • It has a protection factor of 50, the highest factor that material can reach. • Large size; 70 cm diameter. • Universal flexi clamp with ratchet and rubber strap insert to accommodate different thicknesses of chassis. • Includes an extension. • Simple quick release button mechanism to remove the parasol and leave the clamp installed. • Button to adjust the stork and also bendable both at the base and top for maximum adaptability to cover you baby. • Fibre glass spokes. • Hidden finishes (spoke ends) for greater safety. • Flexion points. • Hard-wearing, easy to clean. • Available in a range of colours.

www.johnstonprams.com

Suitably sized for your hand luggage, the Original Sprout Travel Trio Gift Set contains their best-selling Hair and Body Babywash, Deep Conditioner and Scrumptious Baby Cream. Comprising of three of their best-selling products from their award-winning, vegan and cruelty-free Classic Collection; Hair and Body Babywash, Deep Conditioner and Scrumptious Baby Cream, Original Sprout’s hand-luggage friendly toiletries are stored in a convenient and stylish travel bag to keep the whole family clean and nourished, on their getaways. The Original Sprout Travel Trio Gift Set contains: 3oz Hair and Body Babywash Made with gentle moisturising ingredients such as organic calendula and refreshing rosemary extract, the Hair and Body Babywash is excellent for sensitive, dry or itchy skin, whilst rosemary helps stimulate scalp circulation and calm cradle cap and/or eczema. 3oz Deep Conditioner Infused with Hawaiian kukui seed oil to help repair hair, leaving it silky and smooth, apply the Deep Conditioner onto ends and leave on hair for at least five minutes for optimal moisture and movement. For a deeper treatment, try wrapping hair in a warm towel or shower cap for 15 minutes to help the ingredients penetrate deeper before rinsing. 3oz Scrumptious Baby Cream The award-winning Scrumptious Baby Cream is a multi-purpose protective barrier baby cream to keep skin smooth and soft as velvet. Natural zinc provides defence against environmental stressors. Ultra- moisturising, this beautiful cream is formulated with added rosemary to calm sensitive skin.

www.originalsprout.co.uk

Happy

swimmers

Get your baby set for summer with Splash About’s Happy Nappy Sunsuit!

Splash About’s award-winning Happy Nappy Sunsuit is a must have for babies and toddlers in the summer heat. The unique design combines the brand’s best-selling Happy Nappy swim nappy with a UPF50+ sun protection rash top for 2-in-1 protection in and out of water! Made from lightweight Nylon Lycra, the soft, stretchy sunsuit body is designed to keep little ones cool while three-quarter sleeves and a high neck protects young skin from the sun’s harmful rays. In the water, the form-fitting neoprene Happy Nappy provides maximum protection against unwelcome faecal leaks. Practical and perfect for the beach or pool! Suitable for 3-24months.

www.Splashabout.com 42

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Feature MADE FOR MUMS

They really are

made for mums! MadeForMums, the UK’s number one parenting site for product reviews, has announced the winners of the 6th annual MadeForMums Awards.

ith over 100 categories comprising everything from buggies to bedside cribs to baby food, the MadeForMums Awards 2022 were the biggest yet and the winners represent the very best in parent-approved products. Every entry was tried and tested by families across the UK, ensuring they were judged fairly and honestly by the people who really benefit from them. Additional testing took place across a number of live judging days, where industry experts such as midwives, doctors, dieticians and sleep experts were invited to join a team of experienced MadeForMums journalists to take a further in-depth look at each product. Nappies were tested for absorbency and stretch, wipes were put through the “peanut butter test”, pushchairs were built, folded, pushed and prodded, mattresses underwent breathability and firmness tests, and foods were taste-tested and rated for nutrition. Every single entry was judged based on category-specific criteria set by the MadeForMums team, to ensure it meets the needs of the families MadeForMums has got to know over the 12 years since its launch. Winning brands receive their own awards badge to use for marketing purposes for a year. The distinctive yellow logo is a badge of trust, telling consumers that the product has been

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tried and loved by other parents, and approved by industry insiders and editors. A survey of MadeForMums parents showed that 90% of parents are influenced by industry awards when purchasing a product for babies and toddlers. Winners also get editorial coverage on MadeForMums, with many of the winning products getting their own in-depth reviews or featuring in high-ranking 10 of the best shopping guides and social media stories. With over 10 million page views, these articles drove more than £5.6million in affiliate sales in the past year. The next awards opportunity from MadeForMums will be the Toy Awards later this year. Over the following pages, Nursery Today highlights some of the fantastic products that were put through their paces to receive one of these sought after accolades. Visit MadeForMums.com or follow @ MadeForMums for news and more information and to view the list of winners.

More Golds for MAM MAM are delighted to win a total of 8 MadeForMums awards this year, including an amazing 4 golds! The MAM Easy Start Anti Colic Starter set won gold in the Baby Bottle category. Thanks to its innovative anti colic system and unique self-sterilising function, the Easy Start bottles are always a winner with parents! MAM’s Matt Soother range and Cups with Glow Handles range also bagged gold in their categories, and the final gold for MAM went to the 6in1 Electric Steriliser & Express Bottle Warmer. MAM also won 2 silver awards for the Manual Breast Pump & the Easy Start Anti Colic Bottles, as well as the Air Night Soother and Glass Bottle Set both winning bronze.

Email abbiechase@mamuk.com

MAM Wins Gold at Made for Mums! 4 gold awards for MAM including the much loved Easy Start Anti Colic. Breast milk is best for babies. However, when mums want to be a bit more flexible there’s the MAM Easy Start Anti-Colic bottle. The Easy Start is the ideal choice for switching between breast and bottle thanks to the symmetrical SkinSoft™ silicone teat, which feels familiar and allows a latch that is just like mum. This is confirmed by babies, with 94%* accepting the MAM SkinSoft™ teat. Not only a great choice for combining with breastfeeding, the MAM Easy Start Anti-Colic bottle also takes care of little tummies. With MAM’s unique vented base, babies can feed undisturbed and in comfort as the pressure in the bottle remains even. This allows babies to swallow less air and helps reduce 80%** of colic symptoms. The Easy Start is also the only bottle on the market which can be sterilised without a separate steriliser. All you need is 20ml of tap water and 3 minutes in the microwave. Making it the perfect choice for the modern parent. (*Market research: 2009-2020, tested with 1572 babies). (**Field study, Austria 2011, tested with 73 mothers of babies with colic /Market research, USA 2010, tested with 35 mothers of babies with colic). (Other MAM products that won gold: Matt Soother range, Cups with Glow Handles range, 6in1 Electric Steriliser & Bottle Warmer).

Self-sterilising in 3 easy steps:

Teat

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1. Fill with 20ml of water

2. Put the bottle parts together

3. Heat in the microwave for 3 minutes

OUR SELF-STERILISING FUNCTION SAVES UP TO 48% OF ENERGY & CO2.

Feature MADE FOR MUMS

Close scoop a plethora of MadeForMum awards In this year’s MadeForMums Awards Close scooped an amazing five awards, including three golds!

To celebrate

Close have been designing ‘Good ideas for parents’ for more than their recent fifteen years. They have proven time and time again that they really award successes know their stuff when it comes to considered baby products that are Close have 5% better for baby and the planet. Topping the pile was their tried and tested Caboo carrier. The off all award original sling re-invented, this long-standing baby carrier is loved winning products and trusted by parents and retailers. It’s been a firm favourite for until the end of the fourth trimester and beyond for as long as we can remember April and is a great sizeless alternative to a stretchy wrap. Next up were their Pop-in reusable baby wipes, 20 to 30 of these little squares of softness compared to fifteen or twenty thousand disposables between birth and potty makes so much sense for the planet and pocket. The disposable wipe crisis has been well publicized and as a result more parents than ever are looking to cut down or avoid disposables entirely. These fab Pop-in wipes are a great alternative, so versatile and east to use. Last but not least is the Pop-in beach suit. This award is so well deserved, the beach suit is a huge parenting win! It keeps them protected in and out of the water, and thanks to the clever hood negates the need to constantly wrestle your child into a sunhat, giving parents total piece of mind. For more information, or to discuss stocking Close products please contact the below.

Claire@closeparent.com

Swimming for gold! Splash About’s DUO swim nappy scoops gold for Innovation at MadeForMums Awards Baby and children’s swimwear brand Splash About scooped two gold accolades at the 2022 MadeForMums awards for its Happy Nappy DUO. The DUO is the first reusable swim nappy that’s scientifically proven to prevent harmful bacteria and viruses from entering pool water, thanks to its unique Silver Lining. It was awarded gold for Innovation of the Year as well as the hotly contested, Best Travel Product under £25 category. Tried and tested by parents, the DUO hit all the right notes; value, effectiveness, quality, design and eco-friendly; parents can now ditch the disposables with this swim-school approved reusable nappy- it’s the only swim nappy a baby needs! Suitable 0-3 years.

www.splashabout.com

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p/ * !&&!& ˅ʸˈˆʴʵʿʸ ˁʴ˃˃ʼʸˆ ʙ ʸʶ˂ ʴʶʶʸˆˆ˂˅ʼʸˆ

ˊˊˊʡˀ˂ʷʸ˅ˁʶʿ˂ˇʻˁʴ˃˃ʼʸˆʡʶ˂ʡˈʾ

Feature MADE FOR MUMS

All in the

motion

The AirMotion Gliding Crib from Babymore is an exceptional innovation in sleep inducing movement and comfort. The AirMotion Gliding crib has just won the coveted MadeForMums 2022 Gold award in the Moses Basket/Crib Category and the reviews are superb, with parents overjoyed that their baby is enjoying such restful, undisturbed sleep. Babies will drift off soundly and easily as the smoothest and most gentle side to side glide transports baby into a restful and reassuring sleep, even your baby’s own movements create an easy, soothing sway. And the best part is, that you can take the AirMotion Gliding Crib anywhere and everywhere with the minimum of effort. The AirMotion Gliding Crib assembles in less than a minute and it breaks down just as easily and quickly, folding up to fit into a handy travel holdall. The AirMotion Gliding Crib is available in June, be sure to secure your stock soon.

Tel: 020 3475 8828 Richard@babymore.co.uk

Hat trick for

Shnuggle

Shnuggle is thrilled to have scooped three awards with MadeForMums 2022 including a GOLD for Best Baby Bathtime Product for the multi award winning Bath which has been carefully crafted to make a safe and secure place to bath baby. Simple, safe and oh so stylish, the Shnuggle bath is a firm favourite with consumers and consistently receives outstanding reviews – and it has a few celebrity fans too! MadeForMums tester Gemma says “It’s something that just helps make bathtime more enjoyable. My son sits happily in the water supported by the bum bump, meaning it’s easier for me to wash and play with him. He is well covered by the water, so stays warm.” The Shnuggle Dreami has secured a silver trophy within the Moses Baskets and Newborn Crib category. Dreami is the complete baby sleep system, designed for maximum flexibility around the home and on the go and features a ventilated base with a fully breathable 3D mesh fabric, reducing the risk of airflow restriction within baby’s sleeping environment. For maximum flexibility, the base is easily removed from the included Curve Stand and can be used in a high-level fixed position or turned upside down to create a low-level rocker. MadeForMums Sleep expert Chris McFadden described it as “a stunning product” and felt that “the quality and design are to a high standard, making the extra investment absolutely worth it.” Finally, the Squishy Changing Mat achieved a joint Silver award within the Changing Mat Category with MadeForMums tester Karen, commenting “An amazing mat that feels great quality and isn’t cold to the touch. My baby loved it and felt safe. It would probably last up to 2 years.” Squishy is a completely different offering to the category. Made from a warm foam, it ensures a room temperature surface, keeping baby cosy and more comfortable during changing. Squishy has a very slight incline which helps not only with reflux, but also as a way of directing ‘little accidents’ away from baby. With slightly raised sides for safety and a snuggly rounded shape, Squishy is designed to fit on any changing table or unit and can also be used on its own making it the perfect mat for not just changing, but baby massage and tummy time too! For further information on these awardwinning products and more, contact the below.

hello@shnuggle.co.uk www.shnuggle.co.uk 48

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All sunshine

smiles

with Gold

Performed like a dream

Splash About’s unique UV Sun & Sea Suit wins gold at 2022 MadeForMums Awards

Splash About’s innovative UV Sun & Sea Suit, a lightweight flexible wetsuit which offers UPF50+ sun protection, scooped gold in the MadeForMums Awards, Best Travel product over £25 category. Designed with two key features in mind: protecting children’s delicate skin against harmful UVA and UVB rays and keeping them warm, in and out of water. An essential for a staycation where the weather can be unpredictable, or equally abroad as it’s perfect for chilly pools, the sea and breez y beaches- in a UV Sun and Sea Suit children will play on regardless! This Suit impressed the judges as it’s practical, durable, stylish and value -formone y. Suitable from 1-6years.

www.splashabout.com

Bugaboo’s Fox 3 secures Gold The Fox 3 is the newest all terrain pushchair from Bugaboo and was described by parent tester Cher as “a dream”. The 4 wheel suspension and large puncture proof wheels offer a smooth ride and parent tester Bex reported “Even when I was walking up a hill with a coffee in one hand, pushing was easy and I felt in complete control.” A lightweight frame with a compact fold was a favourite feature during testing and all white trigger buttons make the Fox 3 very easy to use, right from day one.

www.bugaboo.com

SPECIAL

DEALS AVAILABLE

Cot Bed

Dresser

Bed mode

01692 408802

nursery@east-coast.co.uk

Wardrobe

Day Bed mode

www.eastcoastnursery.co.uk nursery today

Feature MADE FOR MUMS

Jessica Stokes (@jessicamarisastokes) • Instagram photos and videos

Graco bags Bronze at MadeForMums Graco, known for its affordable baby gear without compromise, secured a bronze in the category of ‘Best Travel System Under £800’ at this year’s MadeForMum Awards, with its Near2Me travel system. Priced at less than half the category requirement, it’s easy to see why MadeForMums badged it a 2022 winner, adding; “You wouldn’t usually expect innovative functions at such a low price-point.” The Near2Me Travel System includes a pushchair with luxury footmuff and raincover, an i-Size car seat and a carrycot. Suitable from birth to 22kg (approximately 4 years) the Near2Me bundle drastically helps a parent cut down on their baby gear investment. With the carrycot’s lie-flat riding position, parents can transform the Near2Me into an enviable pram for a newborn or pair the Near2Me pushchair with the SnugEssentials i-Size infant car seat for a road-trip-ready travel system. Meanwhile, the smooth, 3-position Slide2Me adjustable height brings baby closer in their bassinet, car seat or child seat.

www.gracobaby.eu

Tutti Bambini thrilled with

gold!

Exciting news for Tutti Bambini as the CoZee XL Evolutionary Bedside Crib won Gold in the Bedside/ Co-Sleeper category at the MadeForMums awards this year. Launched in September 2021, CoZee XL is the latest addition to the award-winning CoZee range and features an innovative system that allows the crib to be converted into a cot bed, toddler bed and ultimately into a sofa. The 6 height positions, drop-side and incline function, breathability, storage tray and travel carry case are just some of the benefits that make this bedside crib one of the best in the market and loved by parents all over the world.

sales@tuttibambini.co.uk www.tuttibambini.com

nursery today

Gold for tourist Also bagging a MadeForMums gold award for Joie is the tourist, a lightweight packable pushchair.

Joie steers to

gold

Suitable from birth to 15kg, the tourist is compact and nimble, making it the perfect companion for urban life and those that love to travel. The seat has the option to be completely removed, so the sleek chassis can be used with a carrycot or infant car seat independently, or both can be used in conjunction with the pushchair seat in situ. Finally, transitions back to the full pushchair when your little one is ready to sit up and see the world. Packed with perks without piling on the kilos, the tourist is one of the lightest, fully featured pushchairs on the market weighing just under 6kg. The tourist folds into one piece in a matter of seconds - the easy action can even be performed with one hand. It even comes with a super handy, built-in carry strap.

www.joiebaby.com

Scooping a gold MadeForMums award was the finiti pushchair and ramble carrycot. 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.

www.joiebaby.com

Dreamy Elephant secures pole position Both Prakash and Usha, the owners of The Dreamy Elephant Company were thrilled and delighted to have won the coveted MadeForMums Gold Award. The team behind Jasper the Dreamy Elephant said it was a great accolade and were feeling ‘over the moon’ as it recognised exactly what they set out to achieve. Their aim was to raise the bar with Jaspar by adding new and unique features. The ability to make a personal recording of up to 20 minutes has been a game changer along with the sensory design features and they are looking forward to building on their success to date. For further information contact Prakash on the below or visit their website.

prakash@thedreamyelephantcompany.com www.thedreamyelephantcompany.com

nursery today

Feature MADE FOR MUMS

Trio of wins

Baby Jogger products are crafted for active parents who are doing more than ever with their children. Since creating the very first jogging stroller in 1984, Baby Jogger have moved far beyond joggers, focusing on high-performance strollers that are durable, versatile, and high quality. From quick-fold everyday strollers to ultra-compact and lightweight travel strollers. The brand has been recognised yet again in the MadeForMums awards 2022 winning 3 awards across multiple categories. The Baby Jogger Summit X3 Jogging Stroller outmaneuvers other strollers on any terrain. This stroller/jogger hybrid won gold in the jogging category

The city tour 2 double secured gold in the side-by-side double category, lightweight and compact fitting through most doors The city tour 2 single stroller won silver in the lightweight stroller category, the stroller that folds up small for big adventures, 85% smaller than when it’s unfolded, the ultimate travel stroller.

Christopher.Grech-Cini@newellco.com

Goody for gold

Goody Plus Made For Mums Gold Award 2022 statement

Chicco is excited to be celebrating the results of the Made For Mums Awards 2022, after its innovative Goody Plus stroller won Gold in the Compact Fold Under £250 category. Goody Plus is the lightweight, premium stroller with clever One Touch auto-closing and easy opening function. Weighing just 7.2kg, it is the ideal travel stroller for getting out and about with the whole family. The Goody Plus was commended for both its functionality and ease of use as a lightweight yet durable stroller by the Made For Mums judges, as well as the stylish design features that give it a premium feel.

www.chicco.co.uk

Golden

wrapping

Reusable nappy from Modern Cloth Nappies secures another gold award. Modern Cloth Nappies, which is an excitingly fast-growing brand of desirable reusable nappies and accessories in the UK, has secured GOLD for the second year running again awarded by the MadeForMums Awards 2022. Having won GOLD previously last year in 2021 for their ‘One Size’ reusable nappy, this year has seen them also secure this prestigious award for their newborn range too! With a very exciting future ahead, owner Stephanie said ‘To win this award not once, but twice for gold is just incredible. It gives our customers trust and shows the reliability in our reusable nappies’.

nursery today

info@modernclothnappies.co.uk www.modernclothnappies.co.uk

IT'S BACK -

The Nursery Today Golf Day INCLUDING THE NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 22ND YEAR OF THE NURSERY TODAY GOLF DAY

To encourage the golﬁng crème de la crème of the nursery industry, Nursery Today introduces The BabyStyle Trophy. To be a winner be a part of a day of golf and essential networking. The team four-ball has always been closely fought and up until now each team member has received a handsome memento of a great day’s golf.

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/ofﬁce for one year as proof of their participation in this wonderful sport. MAKE A DATE IN YOUR DIARY Wednesday 29th June, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

For full details contact Malcolm Naish on 01442 289930 or email malcolm@lemapublishing.co.uk to book your team’s place.

Spotlight NIGHTLIGHTS Nursery Today shines the light on night lights – but not too bright! Check out these great solutions that are all available to order now.

The New colour matching

Night Light Bear

The Pabobo Lumicolour Bear Night Light is Angelcare’s latest addition to its beautifully designed Nightlight range.

Keep connected New from Maxi-Cosi comes Connected Home.

A stylish range of smart sensory nursery products that connect via one easy-to-use Maxi-Cosi Connected Home App. Smart technology designed to watch over, comfort and soothe baby, giving parents peace of mind. Sleek, modern, and packed with advanced automated routines and personalised features, the range of reassuring nursery products includes a baby monitor, a light and sound machine, a humidifier, and an under-crib light and will soon feel like part of the family. Safe and secure, streaming data is fully encrypted so family moments remain private. Soothe Light & Sound creates the perfect sensory experience for a calm, relaxed nursery. Parents can personalise baby’s sleep routines with soothing lights, sounds and sleep-inducing lullabies. As the child grows from newborn to toddler, parents can help teach them

with personalised time-to-rise settings. Via the app, parents can control, programme, and adjust music, light and colour brightness and create their own sensorial nursery scenes. Maxi-Cosi Glow is a low-level under-crib light, allowing parents to be able to see when going into the room to check on baby without the risk of waking them. It has a smart motion detector which turns on soft lights when parents approach the crib and automatically dim as they leave. It’s easy to install and is held in place with self-adhesive fastenings and the wires can be clipped under the crib to keep them safely out of the way.

www.maxi-cosi.co.uk 54

nursery today

The first night light that detects colours, the Lumicolour bear will light up in the colour of the object it touches. Rechargeable with up to 24 hours life on a single charge the nightlight can be used all day and night long. Thanks to its size, it can be easily packed for holidays or a weekend away, maintaining night-time routines. The magic bear has three modes, so there is the choice of colour changing, a soft white light mode as well a colour loop changing mode with a low and strong intensity. It’s also safe to use in bed as it works with cold LED lights that won’t heat up even under the bedding and turns off automatically after 25 minutes of projections, or 15 minutes of music. Available to order now please email the below:

Amcallister@angelcaregroup.com

Create calm with moonlight Shnuggle Moonlight - The Nightlight For Night Feeding and Beyond

Light up every step with Shnuggle Moonlight, the sleep friendly portable nightlight for both parent and child which consistently scores strong consumer reviews and continues to see a growth in sales. Providing a comforting glow for those newborn night feeds to a soothing bedside light for your child as they grow, Moonlight has a dual parent and child function and features a handy strap to easily carry around the home. Portable and lightweight, it also has a clever temperature sensing dock to help ensure the ideal room temperature and a sleep friendly soft glow, with low blue light levels to help promote a more restful sleep. In Parent Mode, Moonlight offers the perfect soft, baby-safe glow to feed, comfort and change baby through the night, anywhere in your home. A simple flip overturns Moonlight on or off to make night feeds as smooth as possible and creates a calming environment for which reduces stimulation and helps to promote sleep for baby. The clever room temperature sensing dock ensures your room is kept at a safe temperature for baby. As baby grows, switch to Child Mode and Moonlight becomes the perfect night-time companion. A soothing bedside light to help promote sleep and a comforting light during little one’s late night bathroom trips. A simple nudge will activate the light which glows at full brightness for twenty minutes before eventually fading to simulate sunset and providing a soft glow through the night. The soft glow and low blue light levels help to promote sleep and reduce light stimulation helping your child have a more restful night’s sleep. The clever, temperature sensing dock helps to keep the room temperature in your child’s bedroom just right. For further information, please contact the below.

hello@shnuggle.co.uk www.shnuggle.com

Spotlight NIGHTLIGHTS

Making of

dreams

The Tommee Tippee Dreammaker is a unique sleep aid that creates ideal sleep conditions, rather than offering stimulation to little ones.

This clever little night light has a soothing pink light that illuminates the room in a way that doesn’t suppress melatonin, which is needed to sleep. The sleep aid also has three different brightness settings and light waves to help soothe little ones. The Dreammaker also features pink noise which mimics natural noises that baby may hear during the day, helping them settle down and relax. The Tommee Tippee Dreammaker is available to buy wholesale at Baby Brands Direct.

sweeT dreamS on a

CAlm ocEan The Calm Ocean Musical Projector This beautiful musical night light and projector is packed full of features to make it the perfect bedtime companion.

Two pre-set expert sleep cycles to calm a baby or to help soothe a restless child Animated marine projections float across the room to delight baby Choose between a soft lullaby or marine rhythms Cry sensor reactivates the projector if baby wakes and cries Removable projector is easily washable Doesn’t heat up, even under the sheets

sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk

Brought to you by

See the full Pabobo obo range at angelcarebaby angelcarebaby.com

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new! Sponsored by The brand that parents trust www.clippasafe.co.uk

Softly rocking The ultimate in luxury styled bouncers for new borns!

The new Siesta Swing is a side sway motion softly rocking swing that has 8 different speeds and provides a selection of soothing tunes with adjustable volume levels. Can be operated by remote control or the control panel. Blue tooth compatible to allow you to use your own special play list. 3 position adjustable seat lie back positions for even more comfort. The seat is finished in high quality soft feel fabrics and a large padded seat insert with head hugger to cuddle baby in the swing. Folds flat for handy storage and is the amazing value you expect from Red Kite. sales@redkitebaby.com www.redkitebaby.com

World of

discovery

Charming toy brand, Lilliputiens, is thrilled to bring a whole new world of wonders to the UK! Originating in Belgium, the inspired and enchanting toy brand is thrilled to launch its much-loved range to the British market this spring! Set to become best sellers from the collection, the engaging My First Farm, will teach little ones all about important farm life in a truly charming way, as well as Noah’s Ark, a delightful collection of soft toys that tell the traditional story of Noah and his Ark full of animals! Like all Lilliputiens toys, what you see isn’t just what you get as these timeless and thoughtful toys offer a wonderful world of discovery, sparking little imaginations and bringing so much more to playtime. Reimagining children’s favourite toys and games, the brand prides itself on its core beliefs that every toy should be smart, sparkling, innovative and support bonding for every child. sales@juratoys.co.uk

Feed Me from Red Kite The new luxury high lo highchair from Red Kite has arrived.

Featuring a soft grey PU padded leather effect seat with white modern plastic frame finish. Includes a 2 layer removable feeding tray with drink cup insert. Full lie back seat option to suit newborn sleepy babies. Padded harness and crotch protectors for extra comfort for baby. 6 seat height positions to allow for freestanding feeding, to table or low dining options. Feeding tray fits neatly onto frame when not in use and the highchair is easy to fold and can stand independently when not in use. sales@redkitebaby.com www.redkitebaby.com 56

nursery today

s n i g e B p e W here Sle When it comes to a happy parent and child, it all starts with a good night's sleep. With award winning designs and quality in abundance, Snüz has all the sleeping needs of little ones covered.

SnüzPod 4 Bedside Crib

SnüzKot Furniture Sets

SnüzSurface Mattress Range

CONTACT THE SNÜZ TEAM TO DISCOVER WHERE SLEEP BEGINS... 01789 734 022 | trade@greensheepgroup.com

SnüzPouch Sleeping Bags

BPA

notice board Do you have an innovative

new product idea?

Robert Anslow M anaging Director

If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

www.b-p-a.org

nursery today

The Baby Products Association’s 2022 Concept & Innovation Awards are now open for entry and the Association invites the nursery industry and wider community including students and budding entrepreneurs to submit interesting product ideas for consideration. The Association is keen to promote excellence and innovation in the nursery sector and these annual awards encourage this. Over the years, the judges have been presented with numerous interesting and innovative ideas; many of which have proceeded to market. Robert Anslow, managing director of the Association explains: “The judges are almost always pleasantly surprised by the ingenuity of many of the entries received. In the past we have seen everything from special gadgets to aid feeding and weaning; new compact products to make travelling with babies and young children easier; to sleep solutions and even toys. “On occasions, the judges – who are all industry experts with many years combined experience in all aspects of baby products from design and manufacture; to safety and compliance; to retail and marketing – have advised entrants that their idea could prove too ambitious in terms of manufacturing costs and realistic retail prices. There are often also concerns on how some designs would be able to comply with rigorous testing and safety standards. However, there have also been many success stories, with the products which began as a seed of an idea presented to the judges now thriving in the market place. The majority of entrants are also grateful to receive knowledgeable and valuable feedback before embarking on what could potentially be an expensive journey to production.” The winner of the 2021 Concept & Innovation Award was Stuart Kingswell with Squirrel – an instant formula feeding dispenser. The judges were impressed with the

clever design and engineering of the product which allows water and formula milk powder to be carried together in the same bottle but only mixed at the click of a button. This allows parents to keep formula milk safe and fresh until ready to use; but also reduces the necessity to use ready mixed formula milk – the packaging of which contributes to landfill. Stuart, who was invited with the two other finalists – Nicky Bateman with The Quodo Soother (a patented teat designed and proven solution for parents to help infants struggling with persistent crying); and Rachel Wood of Bibado with Dippit (a stage one weaning spoon) – to present his product idea to the wider industry at Harrogate International Nursery Fair in October. At the time, Stuart, who is an engineer with no previous experience in the baby products industry, but loves to design and engineer solutions to problems, commented: “I am so honoured and delighted to receive this award – it means so much that Squirrel has been recognised and commended by industry experts.” The entry form for the 2022 Concept & Innovation Awards can be downloaded from the website at www.b-p-a.org and the only clause is that the product idea must not be for sale prior to Harrogate international Nursery Fair which takes place from 16th to 18th October 2022.

Update your company information for the Association’s Handbook

R44 sales can currently continue in the

The Association is reintroducing its Handbook, which was often referred to as an industry ‘bible’ containing details of manufacturers and suppliers of all types of baby products; and providing a valuable resource to retailers and buyers when sourcing new products. Inclusion in

the publication is FREE, but it is important to check that your entry is up-to-date – and if you don’t currently have an entry to include one. Full details are on the website at www.b-p-a.org The deadline to update your entry is 31st July 2022.

UK beyond September 2023 The legislation to cease sales of R44 car seats in the EU and NI from 1st September 2023 has not been adopted in Great Britain, and as this situation stands, R44 car seats can continue to be sold here beyond this date. It is important to bear in mind that whilst R44 is being phased out in the EU, it does not infer that these car seats are unsafe; but R129

(often referred to as i-Size) legislation raises the minimum standard. Consumers can confidently continue to use R44 car seats for the foreseeable future. The main difference is as follows: R44 car seats are chosen according to the child’s weight only. There are five pre-defined weight groups (Groups 0, 0+, 1, 2 and 3) that each seat must be approved to. It may be possible to choose more than one type of car seat in each weight group. Furthermore, each seat can be approved for more than one group. R129 car seats are chosen according to the child’s height (an upper weight limit is also given for ISOFIX seats). There are no pre-defined groups: the car seat manufacturer can approve the seat for any height range. However, the height range will determine the car seat type (and the way the child must be restrained within it). Child Car Seats – Ending the Confusion has recently been updated to include this information and can be downloaded from the Association’s website at www.b-p-a.org

Buyersdirectory Textiles

Coordinated Bedding

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Outdoor Toys

Ambassador Textiles are a major supplier to the nursery manufacturing industry, stocking an extensive range of top-quality baby care fabrics in popular pastel colours:• • • • •

Soft & Cuddly Velboa and Dimple Cotton Waffle & Cotton Interlock Moisture Absorbing Bamboo Towelling and Woven Towelling Lightweight Polycotton Walm & Versatile Anti-Pil Fleece

Our Anti-Pil Fleece range boasts over 50 colourways in pastels and brights. We can manufacture to order Fleece Blankets in cot, pram & picnic basket sizes

www.ambassador-textiles.co.uk View the full range or contact a member of our sales team +44 (0)161 624 4167

info@ambassador-textiles.co.uk

Wholesale

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CMY

MINS

Nursery Today April 2022

Articles inside

Retail Matters

Carriers & Slings

Sun, Sea & Sand

Etopia

Barking Mad

News 16 Talking Shop 16 Suppliers Snapshot 36 & 56 New Products 58 The Baby Products Association