Carriers & Slings

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.

Carriers 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 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.

Supplier Snapshot

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.

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

www.closeparent.com

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

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

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.

www.joiebaby.com

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

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.

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