Nursery Today

APRIL 2018 ISSUE 7 VOLUME 21 Independently audited.

ABC circulation of 4,204 1 July 2016 to 30 June 2017

NEW!

OMNI 360 Cool Air Mesh

Stay cool and comfortable in Ergobaby’s Cool Air Mesh Collection, featuring Breathable, Quick Drying, Mesh Fabric.

E R G O B A B Y. C O . U K

¥

¥

contents

Contributors

Re g ul a r s the team Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director

11

News

14

file Retailer Pro

22

p Talking Sho

52 54

The Insights People Nick Richardson takes a look at how to make your

6

Editor

APRIL 2018 ISSUE 7 VOLUME 21

proposition relevant to today’s consumer.

40

Barking Mad This issue John Barker looks back at Harrogate.

cts New Produ roducts The Baby P

43

Ross Hewitt How to grow your online audience with video content.

n Associatio

50

Paul Naish paul@lemapublishing.co.uk

Intelligent Retail This issue David Fairhurst looks at why you should be a business blogger.

Publisher Mark Naish mark@lemapublishing.co.uk

Cover Story

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

16

p18

Features 34

Compact Folds

44

Carriers & Slings

Review

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

www.nursery-today.co.uk

Ergobaby

18

Harrogate Int. Nursery Fair

p34

Subscription per annum: UK £40, Europe £50 (surface), £60 (airmail)

A member of the Audit Bureau of Circulation

p44 p4 Everyone will simply love Owl Friends, the latest fashion from BreathableBaby, This cute design in story time format will decorate any cot to create a pretty and safe environment for baby For further information, please contact rachelle.harel@breathablebaby.com

The Right Toy at the Right Time e™

NEW

UK’s No.1

NEW

infant plush brand*

NEW

NEW

Lamaze brings moments of joy to babies and parents by encouraging together time and independent daily discoveries

Contact us today to find out more Call 01392 281928 or email UKcustomerservices@tomy.com *NPD 2017 EPoS value sales

LamazeUK

editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag

he doors of the Harrogate Int. Nursery Fair closed in March to what can only be called a huge success. For any doubters that may have been among you, the new refreshed and airy format of the halls made way for an extremely positive time for all those in attendance.

Although smaller this year, all product categories were on display and brisk business was conducted throughout the three day event. For example Paul Sirret at BeSafe told us that this year they had conducted more business per retailer than previous years.

We bring you a full round up of the show in this issue, which we have decided to run as a pictorial review to give everyone who may not have been able to attend the opportunity to see and read how it went. We also highlight products on display that were of interest to give you either a refresher of the ranges you saw, or if you were not there a flavour of products that are available to order now.

The show also announced the winners of the coveted BANTA’s (sponsored by Nursery Today). Turn to page 31 to see who the winners were together with the winners

T

Looking for compact folds.

Turn to page 34

We take a look at carriers & slings, page 44

of the Concept & Innovation Awards.

The dates for the 2019 show have also been announced 24th-26th March. For further information visit www.nurseryfair.co.uk Our front cover this month features Ergobaby. Turn to page 16 to read about their latest product launches, the Omni 360 Baby Carrier Cool Mesh and the ergonomically designed Auro Wrap. Both of these products are also acknowledged as ‘hip healthy’ by the International Hip Dysplasia Institute. Alongside these product launches, Ergobaby are also offering customers fantastic POS material and new display stands.

This issue we also take a look at Compact Folds (page 34) and Baby Carriers and Slings (page 44). Compact Folds have become almost a staple product now for many leading brands, with perhaps umbrella folds now taking a ‘back seat’ in popularity.

We also introduce a new contributor this month - Nick Richardson, COE, The Insights People. Nick launched Kids Insights in 2017 where they survey 400 kids and 250 parents every week. January 2018 saw the launch of Parents Insights and since this time they have surveyed more than 2,000 expecting and new parents. This issue they take a look at how to make your proposition relevant to today’s consumer. Turn to page 11 to find out more.

Remember also that our annual Golf Day is on the horizon. which takes place on the 27th June at Pickup Hall, Tewkesbury.

Contact Malcolm Naish for more information: malcolm@lemapublishing.co.uk

Happiness at Harrogate

nstant classics www.hippychick.com

01278

434440 nursery today

5

news Mothercare appoints new CEO Mothercare has announced the appointment of David Wood as CEO with immediate effect. David’s appointment ensures that Mothercare has in place fresh leadership to complete its transformation plan and return to growth. Mark Newton-Jones has stepped down as CEO. David Wood, CEO, commented: ”I am delighted to be leading Mothercare, a business with a fantastic heritage and an exciting future both in the UK and internationally. My immediate focus is to ensure Mothercare is put back on a sound financial footing and deliver a successful plan to improve performance. Central to this will be our customers and their experience, securing Mothercare’s reputation as the number one choice for parents. I look forward to working with the Board and with the management team to deliver on our plans.”

Bedding down to win

Slumberland was delighted with a second successful show this year at The Harrogate Nursery Trade Show and felt it showed encouraging signs of a positive and prosperous 2018 for the company and the overall Nursery industry.

Steve Birds, Nursery National Account Manager says: “The Harrogate Nursery Trade Show was not only a fantastic opportunity to exhibit our award-winning Slumbertime Cot Mattress Collection, but a great chance to meet new buyers from across the country.”

“The Harrogate Nursery Trade Show this year has allowed us to expand our business further and I am very pleased to announce the signing of more independent accounts.”

Slumberland held an exciting Buyer’s Competition over the three days of the Harrogate Nursery Trade Show which certainly created a buzz amongst the buyers entering into a draw for the chance to win a Kingsize Slumberland Bed. Iain and Irene Dalgleish from The Baby’s Castle have been announced as the lucky winners. Slumberland have been in touch with Iain and Irene to organise delivery, they are said to be delighted to win a new Slumberland bed and this year was Iain’s 40th year at the Harrogate Show – congratulations!

Email Steve Birds for further information: steve.birds@steinhoffukbeds.co.uk

6

nursery today

Back in the black Magmatic, the company behind the ground breaking Trunki brand, has posted soaring international sales and leapt back into profit.

The Bristol-based company, founded by Rob Law in 2006 and best known for its pioneering children’s ride-on suitcase, increased international sales by 17%, posting total sales of £9.3m for the year ending December 2017, in accounts soon to be filed at Companies House.

Growth across the EU was particularly strong, up by 29%, while Magmat ic also experienced significant success in fast-growing markets such as China and Russia.

International sales now represent 57% of the business with Trunkis having been sold in more than 100 countries worldwide.

The company saw earnings (EBITDA) rise to £517,000, compared to a loss of £110,000 the previous year.

The latest results mark an impressive year for the company following a costly four-year legal battle against copycats which culminated in a disappointing Supreme Court ruling for both Magmatic and the wider UK design community.

Web: www.trunki.com

The perfect slumber Summer Infant are proud to announce that global sales will reach over 1,000,000 across their award winning Slumber Buddies range by the end of 2018.

Seeing the growing popularity of the Slumber Buddies range, they are now launching new deluxe characters with cry activation technology from June.

The new cry activation mode will automatically turn on the Slumber Buddies Deluxe companion when baby becomes unsettled, helping them to drift back off to sleep themselves.

Web: www.summerinfant.co.uk

Supporting business

Skip Hop, the innovative lifestyle brand for parents, announces the appointment of a new agent covering the North East of England and Scotland, to support the company’s ongoing business growth in the UK. Having worked with a number of other high profile brands in the nursery and toy sectors, Business Development Agent, Sarah Cartwright, brings her wealth of experience to Skip Hop, as an exclusive partner for Scotland and the North East of England. In her new role, Sarah will be responsible for developing business with Skip Hop’s existing toy, nursery and gift customers, together with new identifying new prospects, with the full support of the business.

Sarah said: “It’s a privilege to be working for Skip Hop, I am a long-term fan of their forward thinking company ethos, as well as its fantastic and innovative product range. The company is always introducing new and exciting products and I am looking forward to introducing these to new retailers in previously un-tapped territory.”

For further information on Skip Hop or for trade sales please email ukoffice@skiphop.com or get in touch with Sarah Cartwright at Searson Fox on email: sarah@searsonfox.com tel: 07966474537.

Hip-healthy status for Caboo The full range of Caboo newborn carriers have been acknowledged as “hip healthy” products by the International Hip Dysplasia Institute.

The IHDI recognises that Close Parent has developed products that consider the importance of healthy hip development during infancy. This is especially important during the early stages of hip development in the first few months after birth.

Hester MacAnara, Business Development Director, Close says “We are thrilled to have been awarded this status by the IHDI, providing the optimum positioning and support for babies from birth and beyond is at the forefront of every Caboo carrier we design.”

Keeping baby socks on! w Ne ner s sig De k On e c So vailabl ! a

w no

Web: www.closeparent.com

Best Infant Car Seat awarded to Joie

The Joie i-Level has won Made For Mums Gold in the 2018 awards announced recently!

Taking top honours in the infant car seat category, against strong competition, is a real endorsement of this great product. Suitable from birth the 15-months, this i-Size compatible car seat, features a memory foam head and side protection system.

Web: www.uk.joiebaby.com

New team member at Hippychick Alex Molyneux is delighted to join the Hippychick team as the new Marketing Coordinator. With almost three years experience in the field and a degree in Photography and Digital Arts, Alex is looking forward to utilising her skills and working with Hippychick on many new and exciting projects.

Web: www.hippychick.com

Good clean fun Since the launch of Nimble in 2015, the brand has experienced impressive growth and appeal not just in the UK but also abroad.

Following the successful launch of its first product Milk Buster, a multi-award winning and patented baby bottle cleaner, Nimble is very excited and proud to announce the launch of seven new products, thus establishing its footprint as a child-friendly cleaning products brand.

For more information, contact Von at von.sy@nimblebabies.com Web: www.nimblebabies.com

Foot finderr toys that actually ally stay on! n!! w Ne uct! d Pro ust J ed! riv Ar

Dribble free fre bibs! w Ne ner ns sig De ble O ib ble Dr availa w! no

...Easy to order directly from our NEW trade website... www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

nursery today

7

news What’s in a brand?

Ben B e Hodson, Head of Creative and Marketing at Cr TThe h Gro Company takes a closer look at brand c values. v

Q

uality, Safety, Trust; three little words that mean an awful lot.

Here at Gro Quality, Safety, Trust are the brand values that we aspire to. Our combined efforts in their execution underpin everything that we do, inspired in ins ns s from our very earliest days to ensure that Gro does the absolute best for the consumer.

While our brand values are in our DNA as a business, it’s important for us to make sure that it’s not just us that know that’s what we are striving for. So how do we make sure we’re on track? That the messages we are creating are being understood?

Of course commercial performance will always be a clear measure for a business. However benchmarking and measuring your brand helps to keep you on track aligning both your business mission and your consumer’s perception and having an understanding of how your brand is performing gives strength to your voice. For consumers awards from trusted sources such as publishers like Mother and Baby or online portals like Made for Mums give reassurance that other parents like them value your products. Survey results and endorsements from influencers and parenting personalities give confidence and promote the value of the brand. With growing time and financial pressures on the modern family, the guilt of needing and wanting to do the best for their children really drives the importance of benchmarking to give parents a shortcut to understanding the value of one product over another and allows them to make a reassured choice.

For retailers the benefit of a strong brand is the consumer confidence in that brand and the reassurance that they are buying the best for their baby. An aspirational brand can also drive purchasers to a store to experience and find out more about a product and brand value means retailers don’t need to rely purely on price and discounting to sell the product.

At Gro we continually to strive to bring the best quality, safest and trusted products to market communicating this to consumers in a positive and reassuring way. New products added to range will continue to fit within our brand values and throughout their journey in market we will continue to make sure they meet the needs and aspirations of the consumers and hold their place as market

Welcome to the UK Elodie Details of Sweden is pleased to announce it now has a dedicated office in the UK The company has been supplying its range of functional and innovative baby products through retailers in 35 different countries on all five continents since 2006 with a simple aim - to elevate the little every day products in a baby’s life into the stylish accessories they have the potential to be.

As personal style is not a question of age they strive to create fun and unique products that express a personality.

Email: jill.holland@elodiedetails.se Web: www.elodiedetails.com

New CEO at Shop Direct

Shop Direct, the UK’s second largest pureplay retailer, which operates digital department stores Very.co.uk, Littlewoods. com and VeryExclusive.co.uk, has appointed Henry Birch to the role of group chief executive. He will join Shop Direct later this year.

Pledging support BabyHub has pledged to support women’s health advocate, and founder and CEO of ayzh (pronounced “eyes”), Zubaida Bai. Zubaida Bai is a pioneer in health and livelihood solutions for underserved women and girls worldwide. Based in India, her social enterprise, ayzh, creates innovative and essential healthcare products to improve the health and wellbeing of women and girls across their reproductive lives.

BabyHub is supporting this mission with the purchase of one janma, a Clean Birth Kit, for every purchase of a BabyHub SleepSpace; meaning parents buying in the UK will know they are supporting a safe birth for a mum in a developing country.

Web: www.babyhubshop.com

Red Dot Awards for Cybex Four CYBEX products have been given Red Dot Awards from the German Red Dot Design Centrum for its high design quality.

The CYBEX LEMO CHAIR received the highest possible rating of “Best of the Best” in the product design category.

Next to the excellent result of the LEMO CHAIR, three other CYBEX products also received the coveted ‘high quality’ award from the institution. These include the new CYBEX EEZY S TWIST, the CYBEX BALIOS S stroller and the baby carrier CYBEX YEMA TIE. Web: www.cybex-online.com

8

nursery today

BODY BUMP

Give your bump a hug Mother and daughter team launch innovative new maternity product that ‘hugs’ your bump. other and daughter duo Jane and Lucy Saunders have launched an innovative new maternity Slip into the UK maternity market that is the must-have for all pregnant women. The Body Bump Slip has been created to keep bumps safe and secure and to offer total comfort for mums right from the very start of pregnancy and beyond.

The Body Bump Slip is a non-ride up pregnancy garment that is designed around the mother. Its gel lined hem allows it to stay in place providing movement without restriction and is available in colours Black, White and Nude.

Designed with a light, seamless support, the Slip is washable and pings back into shape. Every woman has her own style, so The Body Bump Slip can be worn in multiple ways. Its seamless design means that it can be layered up, and ensures that all of your clothes stay in place. Ergonomic seams also allow for breathability meaning that it is suitable for all seasons!

Perfect for all mums-to-be and nursing mothers, The Body Bump Slip is a stylish, yet practical must-have for any maternity wardrobe. The Lycra blend material means that the Slip is comfortable yet supportive, fashionable yet simple.

It is the perfect versatile support throughout pregnancy, post-partum and beyond. The Body Bump brand is innovative and it is through

M

advertorial

“ Des ign e d w it h a l ig h t , s e a

s upp o rt , t h m les s w a s h a b le ane S l ip i s b a c k into s hd p in gs ap e .

”

interaction with customers that The Body Bump Slip was born.

The Body Bump Slip has received fantastic acclaim from pregnant women across the globe that have purchased it, including a few celebrities, such as Amy Childs (TV Personality and business owner), Chelsee Healey (TV Star), Casey Batchelor (TV Personality) and Jessica Cunningham (Star of Alan Sugars The Apprentice).

Their customers have said that it was their ‘go-to’ throughout their pregnancies because it’s so comfortable to wear! It’s perfect for wearing with trousers and leggings, as a support garment under a dress, or simply on its own.

For more information about the product, visit www.thebodybump.co.uk or email Lucy Saunders: lucy@thebodybump.co.uk The Body Bump is being distributed in the UK by bébélephant - www.bebelephant.com

A worldwide following of over 17,000 on Instagram @thebodybump nursery today

9

news Social Marketing Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, looks at the benefits of social media as a marketing tool for nursery retailers. s I talked about in my March column, the nursery retailer’s customer is, for the most part, a millennial parent. This generation are at the forefront of digital technologies and very social media savvy. To capitalise on this, retailers need to be smart and creative with their communications.

Today the world of media is definitely a more fragmented place than it was even a decade ago. There are now copious amounts of channels, publications and digital platforms available to us. Alongside the traditional media such as print and broadcast, there are also a number of free media channels that independent retailers should be taking advantage of. Social media channels are the growing communication tool of choice and it is estimated that over 2.5 billion of us use some form of social media in our personal or professional lives.

To create and maintain a successful social media presence does not necessarily require a financial outlay but it does rely on a continued investment in time. With these two-way communication platforms, it is the regular investment in time and creative content that reaps the greater benefits.

Social media platforms provide cost effective, targeted marketing and many of the leading brands, manufacturers and suppliers are using effective social media campaigns to promote products to their audiences.

As a supplier we are constantly monitored, sharing and reinforcing readily available brand information and actively signposting traffic.

These platforms provide a great opportunity for nursery retailers to pick up these great brand messages and pass them onto their customers for their own benefit.

Social media channels provide a free ‘shop window’ to display and promote your products to a wider audience. They provide an opportunity to engage with your customers on a regular basis and play a key part in customer loyalty and retention. When it comes to material there is already an abundance of relevant and interesting content at your fingertips: arrival of new products, in store promotions and events, as well as local community news. There are also the major gifting occasions; birth, Christening, first Christmas and first Birthday; as well as Mother’s Day, Easter, Father’s Day and even Grandparents Day. Social media has also helped create and raise the profile of other special days too such as: International Happiness Day, Hug a Bear Day, Teddy Bears Picnic Day and World Friendship Day. Every day is a day to celebrate on social media! Aim to make the most of these free promotional tools, not only to engage with your customers and potential customers but also your brands and suppliers too. They have a host of information ready to share and many will be happy to support your posts making it cooperative and beneficial for all parties.

A

Web: www.rainbowdesigns.co.uk

10

nursery today

Summer welcomes Vienna Swanborough

Summer Infant is pleased to announce the appointment of Vienna Swanborough as National Account Manager within the UK Sales Team.

Vienna joins from Toys R Us UK, where she successfully worked within the Babies R Us department for the past 4 years, having most recently managed the Baby Gear categories, which included Car Seats, Strollers, to Travel Systems, Nursery Furniture, Entertainers and Highchairs. Previous .

Bedding Nursery and this, Vienna bought Infant Care product, Vienna will be responsible for customers within Grocery and Baby Specialists.

Web: www.summerinfant.co.uk

Baby’s Back in Town!

The Baby Show, with MadeForMums, is set to return to the Birmingham NEC in May. Taking place from Friday 18th until Sunday 20th, the event will showcase the latest innovations on the baby market, provide a wealth of expert advice and offer an incredible one-stop-shop for those shopping for their new arrivals – including the UK’s biggest range of prams, buggies and car seats all under one roof !

The Show will feature over 200 exhibitors offering a choice of baby brands and products from the likes of iCandy, Tommee Tippee, Aldi Mamia, Stokke, Skip Hop, Britax and Chicco – as well as dozens of not-on-the-high-street brands. There will be an incredible array of exclusive show discounts, competitions and freebies.

Wing Yan Lee, Marketing Manager at The Baby Show says: “We are very excited about bringing The Baby Show to the NEC for our 16th year. The feedback we get from visitors who travel from all over the UK to attend is brilliant. To have so many fantastic baby brands all in one place, offering exclusive on-site offers, is so useful, particularly for those getting to grips with what they’ll need for the very first time. Whether you’re shopping for a buggy, a cot, feeding chair, a car seat or toys and accessories you’ll find an abundan ce of options to choose from.”

Web: www.thebabyshow.co.uk

Parenting Brand of the Year The Gro Company are celebrating winning the prestigious Parenting Brand of the Year award in the Made for Mums awards.

Judged by industry experts, mums and dads and specially selected celebrity parents, winning the award is a massive endorsement for The Gro Company scooped the gold ahead of Aldi and Pampers.

The award reflects the company’s commitment to supporting safer sleep and to creating quality products that parents trust.

Web: www.gro.co.uk

Top teething tips ITV’s

This Morning recently featured a showcase round-up of products that are ideal for keeping children and babies’ teeth and gums healthy and clean. The Singing Dentist, who has made his fame creating toothy-themed pop song parodies to encourage children to look after their teeth, was invited on to the show to give his take on the best products available for kids’ oral care.

Dr Milad Shadrooh aka The Singing Dentist chose Bickiepegs Finger Toothbrush & Gum Massager as one of his top tips for keeping babies’ teeth and gums clean – and one of the ‘best products to prevent tooth decay in children ’.

Web: www.bickiepegs.com

focus

THE INSIGHTS PEOPLE

Learn from others 2018 hasn’t started off kindly for the UK’s retail sector, with some big-name casualties, and others appearing to be wounded and retreating.

But what lessons can the sector learn from the mistakes of others? he Insights People is the market intelligence company behind Kids Insights and Parents Insights, both of which are the most comprehensive and dynamic market intelligence providers in their respective fields, with the company surveying more than 400 kids and 250 parents every single week.

Over the last year, we have surveyed more than 20,000 kids and since we launched Parents Insights in January we have surveyed more than 2,000 expecting and new parents.

This “real time” insight reveals a number of significant changes in attitudes and behaviours, and highlights the fact that kids’ and parents’ eco-systems are becoming increasingly more complex and fragmented.

In part one of our two-part series centred on our insight, here are some of our key observations the retail sector should consider….

T

Making your proposition relevant to today’s consumer We’re finding huge shifts in the behaviour of millennials. They are showing increased preference in local, ethically sourced products, an example of this is 50% of millennial parents buy local and/or organically sourced products.

This shifting dynamic is putting greater pressure on larger retailers and purchasing departments to source and offer a greater mix of global and local brands.

If you do this, you’re onto a winner.

If you’re not, sit up and take notice.

Building relationships through in-store staff The role of staff in store is changing significantly, as this is a generation of kids and parents that is more informed than any other.

The knowledge and information they have access to at their fingertips means they can enter any store with confidence armed with information to aid their decision making.

The role of staff in-store has never been more critical. It is a potential point of difference. It is something you can’t Google, it builds feelings and emotional connections.

Make this a USP, and create a commitment among staff that helps build confidence, rapport and ultimately preference and loyalty among the consumers who make the effort to visit in store.

Do so, and you’ll most likely win business beyond that visit too.

Going beyond a transactional encounter Price remains critical, especially with

today’s generation of savvy, informed customers having the ability to price check on the go.

However, added value remains a key factor in differentiating one brand from another, as well as creating loyalty and repeat buying.

If you’re not thinking about value add (be that through the experience or the offers you’re generating) then you’re missing a trick.

Understanding your customer

Nick Richardson

The evolving ecosystems of kids and parents is having a significant impact on the attitudes and behaviours of consumers, and this is crystal clear in the insight we see every week.

Data from our recent reports shows Aldi is the number 3 shopping location for parents – above stalwarts including Sainsbury’s and Morrisons - and younger children (under 16s) actually spend more money on the high street than they do online.

We are seeing more families living in urban areas. We are seeing changes in shopping habits, which include an increase in the frequency of visits but a reduction in spend.

So, know your consumers inside out. And then adapt.

Nick Richardson’s is a highly experienced strategic marketer and is founder of The Insights People the most comprehensive and dynamic market intelligence resource on all things kids and parents, with a mission to change the way in which global market research is conducted.

Having worked in strategic marketing and insights all of his career, Nick established Kids Insights in 2017. Kids Insights survey 400 kids, tweens and teens every week (more than 20,000 a year), with subscribers able to access the data in real-time via an online portal. In addition Kids Insights also produce four insight led reports every quarter which focus on what kids, tweens and teens are consuming and how they are behaving. 2018 is set to be an exciting year with Nick overseeing the launch of Parents Insights in the UK as well as expanding Kids Insights internationally.

Nick’s particular passion is for insight led research with a focus on implications and opportunities.

Find out more In the next edition, we’ll be focusing specifically on the toy sector, and what the insight we have means in the context of toy sales among young people and families.

CEO - The Insights People

About Us The Insights People is the market intelligence company of the future, today.

At Kids Insights, we survey 400 different kids each week (20,000 kids every year). At Parents Insights, we survey more than 250 different expecting and new parents each week.

By collecting the data continually, we see trends as they are emerging. We produce insight-led reports each quarter and we make all our data available in real-time.

We work with some of the biggest brands in the industry including Cartoon Network, DC Thomson, Finsbury Foods, Penguin Random House, Sambro and Vivid Imaginations.

For a complimentary report and a free trial of our portal please visit www.kidsinsights.co.uk or www.parentsinsights.co.uk

nursery today

11

Advertorial DOREL

12

nursery today

nursery today

13

retail

NATURAL BABY SHOWER

Ethical champions This issue we question Victoria Hampson, Founder, Natural Baby Shower about their recent expansion and how they have developed their business over the years.

Firstly, can you tell us a little about the history of Natural Baby Shower - when did you first open your doors?

Natural Baby Shower was actually started from my kitchen table at home and has been growing and growing ever since! We opened our current store in Bagshot just over two years ago, before then we had a small boutique in Chertsey, and have been trading online for over a decade.

Even in such a short space of time the Bagshot store has nearly tripled in size and gives parents even more room to demo a vast number of top brands. Upstairs now houses our beautiful nursery showroom and we have always built our story around supporting both big trusted brands as well as smaller boutique business, of course we always champion the eco, ethical and sustainable retailers too.

You are an ethical retailer, what does this mean for your business?

We pride ourselves on stocking only the brands we love and trust many of which share our values. We always strive to work with brands that adopt sustainable business initiatives as well as ethical working conditions. We also want to provide the very best products for parents and baby, this means looking at the materials used in the products we stock – are they 100% organic, oeko-tex and GOTS certified? We want to ensure absolutely no nasties in prints, dyes or fabrics.

Do you consider the carbon footprint of brands that you stock?

Absolutely. Many of our brands such as Joolz, Frugi and Finn + Emma are very conscious of their carbon footprint and encourage a green way of working.

How important are brands to your business?

Brands are at the heart of our business and 14

nursery today

it’s very important to work with likeminded people. We have fantastic relationships with all of our suppliers, Cybex, BABYZEN YOYO, aden+anais, MORI, Plan Toys… the list could go on!

Since opening, what has been the largest consumer trend that you have experienced?

Our consumers are definitely looking more closely at the materials used to create the products they are purchasing. They demand absolutely no nasties in materials used to produce baby clothes, blankets and toys. It’s so important as their skin is so delicate and everything ends up in their mouths. Consumers are also far more aware of the effects businesses are having on the environment and we see customers opting for wooden toys over plastic and reusable materials in strollers.

We are living in a trend where consumers don’t want to waste and add to landfill but recycle, reuse and reinvent. We love that Bugaboo have adopted this philosophy with the new Bugaboo Fox – materials made from recycled bottles - and we love to see an increasing demand for reusable, washable nappies such as TotsBots.

How does the internet affect your business?

Where would we be without the internet!

Having opened the doors to Natural Baby Shower over 10 years ago we have seen the internet grow and develop new technologies.

Whilst the internet certainly increases competition, we invest heavily into Google Search and Shopping as well as both organic and Social Media. We have a great customer database who receive weekly newsletters with exclusive content, promotions and behind the scenes blog posts. The internet allows us to bring Natural Baby Shower to everyone, even overseas! We also have a fantastic social community and feel like there is a Natural Baby Shower family out there. Having said that, there is nothing more

and informative than one to “ As a M um ppersonal one customer service in-store, where we o and founder I ccan talk to customers and help provide want to tthe best products and solutions to fit sh are mine ttheir lifestyle. and oth er HHow important is your w website to your business, do pa rents y you offer the same products in store as you do online? exp eri enc es iOOur website acts as a source of with ou r kknowledge and information to the c consumer, we them to be able to customers lelearn about eachwantbrand product – Na tu ral qquickly and easily in theand same way they Ba by Sh ow er ccouldOurin-store. website is our virtual shop will never be wwindow, so must look appealing as well as re reflecting our brands and products a ‘fac eless’ acaccurately.

Speed and ease of transaction, to together with availability of real time bus iness. ” cucustomer service are all very important.

We also bring added value to our customers with our blog – we often collaborate with our brands to provide exclusive content, interviews and insights.

We stock a great selection in-store but not everything that is available on the website is always sitting on the shelf, due to space constrictions.

Is social media important to you as a company?

Hugely, we have a fantastic social media following and believe there is a Natural Baby Shower community growing across both Facebook and Instagram, especially.

Again, acting as a source of information we want our channels to be a hub of entertainment, advice, a place to engage with other parents as well as providing excellent customer service to customers with questions or queries about our products. We love the spontaneity of social media and we like to be ahead of the trends!

Do you feel that your customers are better informed and research

information online prior to making a purchase?

Absolutely, consumers are smart and want to make informed decisions, especially when it comes to babies – we are so heavily invested and want only the best. The market is flourishing and competition is certainly increasing, but what sets Natural Baby Shower apart is the collaboration of top, trusted brands alongside small, eco, ethical brands. As well as offering a personalised experience – as a Mum and founder I want to share mine and other parents experiences with our customers – Natural Baby Shower will never be a ‘faceless’ business.

We hear you are in the process of expansion - can you tell us a little about this?

Natural Baby Shower has grown more than I could have ever imagined. Our turnover is doubling year on year, as is the number of employees. We also now stock over 100 brands!

Can you tell us more about your new warehouse facility and office location?

We recently acquired a new 1400 sq ft premises in Bracknell, just 15 minutes down the road from the store. We moved our offices there at the beginning Feb, allowing us to accommodate the increasing skill set and our warehouse move followed, over the Easter weekend. It went surprisingly smoothly and it is great to have both teams under one roof again

What does this expansion mean to your business?

The extra warehouse space will allow us to hold more stock and explore even more brands! We’re also exploring Click & Collect, to make Natural Baby Shower more accessible to local families. We are very excited for the next chapter here at Natural Baby Shower!

How will the new Hub you are creating work alongside your store?

will be baby classes such as Baby Sensory, Music with Mummy, Pregnancy Yoga as well as expert talks from Hypnobirthing Experts, Baby Wearing Consultants. It will just give us the opportunity to be more active within the local community and to offer much sought after information, advice and support to new parents.

luna

INNOVATION ERGONOMICS SOPHISTICATION

You have a number of new team members, with recruits joining you from Mothercare, Mercedes and even Jongleurs Comedy Club - how will this assist your continued expansion?

We are thrilled to welcome a number of new members to the Natural Baby Shower team. Simon Hutchinson joined us as Operations Manager and brings vast industry experience and knowledge after a great career at Mothercare. Our new Marketing Manager, Josie Audibert joined us from Mercedes-Benz and brings a brilliant marketing skill set as well as drive to become more strategic. And Amy Blanchard, joined us from Jongleurs Comedy Club as Creative Designer and brings a fantastic eye for design, creativity and will certainly help to build the Natural Baby Shower brand.

KURO

NEBULA

Finally, are there any further plans on the horizon that you would like to share with us?

We are just getting over our move and will the next focus will be launching The Hub. We will also be concentrating on our wholesale channel in the coming months and will be appointing a Sales Manager to take it to the next level. We currently distribute Babiators and Merino Kids and will be launching the websites for these shortly and investing heavily in marketing. They are fantastic brands, which are top sellers for us and have great appeal to the current consumer.

We will also be looking for other brands to add to the portfolio, both wholesale and retail. Other than that, it is just onward and upwards and take each opportunity that comes our way!

WAVE NOVA

The Hub will be a destination for parents to come together as a community, there

EXCLUSIVE PREMIUM RANGE

theredkitebabycoltd FEATURING KURO, NEBULA, WAVE AND NOVA redkitebaby Call our sales team on Check out our website redkitebaby.co.uk

01454 326 555

nursery today

15

Cover Story Ergobaby

Solid support New products and advice from Ergobaby UK

earching for the ideal babywearing product can be overwhelming, especially with the abundance of products and options on the market. This is why Ergobaby puts such an emphasis on working alongside retailers to ensure they have the necessary tools and training to provide the support, knowledge and reassurance that consumers need when looking to purchase a babywearing product.

For example, there are significant differences to consider between consumers who prefer carriers to slings and vice versa. It is vital that retailers understand why parents buy into one of these products over another. Some parents prefer the likes of a stretchy wrap such as the Ergobaby Aura Wrap, as the fabric is soft, lightweight and comfortable, they help facilitate skin to skin contact, they can be pre-tied and can be more affordable. Buckle carriers such as Ergobaby’s Omni 360 Cool Air Mesh carriers can be used in a number of positions from birth until toddler age, provide great weight distribution and support for the parent. They also offer additional features such as a sun hood, storage pouch, criss-cross shoulder straps and lumbar support.

S

16

nursery today

What’s new from Ergobaby?

OMNI 360 Cool Air Mesh The OMNI 360 Baby Carrier Cool Air Mesh, Ergobaby’s most versatile carrier yet, is now available in Ergobaby’s supple yet durable 3D mesh fabric that allows for ultimate breathability and airflow. This unique Cool Air carrier is ideal for warmer temperatures and active lifestyles, as the mesh panel ensures carrier and baby are kept cool and comfortable at all times.

The carrier offers four carry positions that enables parents to quickly and easily switch baby to face out, or in while on the move. What’s more it’s suitable from newborn to toddlers without the need for an insert (7-45lbs).

Like each product in the Ergobaby range, the new Ergobaby OMNI 360 Cool Air Mesh supports baby in a hip-healthy ‘M’ shape position, at all stages and in all positions including outward-facing.

Additional features include the lumbar support waist belt, extra cushioned, crossable shoulder straps, and a large, detachable storage pouch.

Key features of the Ergobaby OMNI 360 Cool Air Mesh: •

Breathability: Breathable 3D mesh panel keeps you and your baby cool all year round

“ L ike ea c h

• • •

• •

•

•

Flexibility: Accommodates all carry positions: front facing parent, front facing out, hip, and back Adapts to baby’s growth: Newborn to toddler (7-45 lbs / 3.2-20 kg), no infant insert needed Exceptional comfort: Longwear comfort with lumbar support waist belt and extra cushioned shoulder straps, crossable for a snugger fit and easy adjustability. Cushioned, adjustable head and neck support for baby Ease of use: Easily switch baby to face out or face parent Ergonomic design: Supports baby in a hip-healthy ‘M’ shape position at all stages and in all positions.

Acknowledged as a ‘hip healthy’ product by the International Hip Dysplasia Institute Everyday convenience: Includes a new large detachable pouch for storage, and a tuck-away baby hood for sun protection (UPF 50+) and privacy, e.g. for easy and discreet breastfeeding Premium quality: 100% Premium Cotton and machine washable

p ro duc t in t h e E rg ob a b y r an ge , t he A u r a B a b y Wr ap is a c kn o w le dge d a s ‘h ip h e a lt h y ’ b y t h e I ntern at ion a l H ip D y sp la s ia I n st itute . ”

•

• The new collection RRP £154.90 is available in four colours: Oxford Blue, Pearl Grey, Midnight Blue and Khaki Green.

Aura Wrap The new Aura Baby Wrap is ergonomically designed for comfort and safety, giving parents the freedom to enjoy their baby hands free and making it the perfect ergonomic solution to comfortable, convenient and safe bonding, throughout babies’ development.

The Aura Baby Wrap is easy to use thanks to a gilded edge which allows the wrap to be tied and adjusted easily in a fuss-free manner. This gives parents peace of mind knowing that their baby is secure, comfortable and reassuringly close. What’s more, the wrap provides just the right amount of privacy needed for mums looking to nurse on the go, so no need to carry an additional breastfeeding scarf either.

Like each product in the Ergobaby range, the Aura Baby Wrap is acknowledged as ‘hip healthy’ by the International Hip Dysplasia Institute. Ensuring babies’ knees are kept above their hips in an ‘M- shape’, the wrap maintains and supports this position at every stage of babies’ development.

•

easy to tie, an ideal and straight forward wrap for new mothers and new babies Ergonomic design: Supports baby in a hip-healthy ‘M’ shape position.

Acknowledged as a “hip healthy” product by the International Hip Dysplasia Institute Everyday convenience: Includes integrated pocket with handle for storage, convenient on the go. The wrap also allows a closeness with your baby and privacy e.g. discreet breastfeeding Premium quality: 100% Viscose made from eucalyptus & acacia and machine washable

The Aura Baby Wrap RRP £49.90 is available in three stylish colourways; Grey Stripes, Indigo and Sage.

If you want to become an authorised Ergobaby Retailer email: service@ergobaby.co.uk

Key features of the Ergobaby Aura Baby Wrap: •

•

•

Adapts to babies’ growth: The wrap dimensions are: 192.9 x 21 in / 490 x 53.4 cm and will support baby from 8 to 30lbs (3.6 to 13.6kg) Exceptional comfort: Aura is petite to plus size friendly, with one size fitting most, for a snugger fit and easy adjustability Ease of use: The gilding edge makes it

If you want to be part of the Ergobaby brand that consumers already love and trust, let them help you create an easy way to shop the Ergobaby range in-store. Their new stands offer an easy and tidy way to hold demo carriers and allow the consumer to shop the range.

nursery today

17

focus HARROGATE

Smiles all round The British nursery trade was at its best arrogate International Nursery Fair 2018 finished on a high with both exhibitor and visitor feedback revealing that for the majority of those attending it was another immense success.

Penny Franks, editor of Nursery Today magazine explains: “Nursery Today has always supported our only UK trade show and will continue to do so. Having spoken to many independent retailers and exhibitors during the three days, it was evident that this year was a huge success for all. Many commented on how cohesive the event was this year in its layout and how the friendly and relaxed atmosphere provided the perfect platform to conduct business.”

Kerry Haynes of Media Snug reiterated this comment saying: “I really enjoyed the show and had lots of press meetings. I liked the layout of the halls and there was a warm and friendly atmosphere throughout.”

Claire Alexander of Mummy Loves Organics presented her range of essential oil massage candles at the show and commented: “The layout has been really good for us. We saw lots of independent retailers and many major buyers – and felt that the atmosphere was very relaxed and friendly. Rather than rushing about, people had more time to stop and talk business.”

The dates for Harrogate International Nursery Fair 2019 have been confirmed as 24th to 26th March, with many exhibitors already confirming their intention to return. Adrian Sneyd, show organiser, said: “We are delighted with the outcome of this year’s show – comments received from both exhibitors and visitors demonstrate that people want a UK nursery trade show and have voted with their feet and order books. We welcomed many returning brands and hope that the results of the 2018 show will encourage more companies to come back and exhibit their ranges to the British nursery trade next year.”

H

Rachel Harrel - Little Chick ss both our brands We just reviewed our orders and acro s of opening new term in ever gate Harro we had our best add we had more accounts and taking orders. I’d also s. Job done. store nt quality time with more independe

Here we bring you a round up of the events during the course of the three days.

Paul Sirett - BeSafe The show exceeded expectations. We have conducted more business per retailer than last year, particularly on our new high backed booster, Flex Fix.

Harry Jhamat - Cozy n Safe As our first year exhibiting what has astonished me is the level of business that we conducted on an international level as traditional Harrogate is perceived as a UK independent visitor event. Of particular interest to visitors to our stand was our Merlin and Arthur car seats.

18

nursery today

Jack Lakomski - MJ Mark this has been our We have exhibited for many years but unt with a Harrogate acco new a first year where we opened based retailer! ngst those who Our wicker cribs were popular amo came to see our range.

Tucker - Redkite D Debra W have had a fantastic level of interest from independent We on our Luna range, which has been specifically r retailers as a credible range aimed at independent retailers. created c been delighted with the response - the show has have W We f more cohesive this year and we are looking forward to felt again in 2019! e exhibiting

Andy CraneBabyStyle With the know n demise of so me of the larg w was the event er outlets this this year that in dependent reta a attend and vie ilers should w as an opportu nity rather than TThe quality of an excuse. visitors to our stand exceeded e expectations wi our th our new Oy ster 3 proving a hit!

Emma Charlesworth - Roma Pram s We chose Harrogate as our first trade exhibition and we have been overwhelmed with the support from the independent sector. We have signe d up for next year as we can see the value this show offer w s to both exhibitors and a visitors.

nt was upbeat after the show.

Elliot Bishop of distributors bébélepha show was busy with many new “Despite pre-show pessimism, the rst time, as well as Buyers from fi independent stores visiting for the t for our exhibiting brands. boos a was the major retailers which busier than expected Sunday What was clear from start – with a doomsayers, there remains a morning – was that despite all the .” healthy appetite for a UK trade show

by Richard Bamforth - UPPAba lity retailers who qua d goo n see e hav This year we r visit giving us thei ng have been very focussed duri n and our ctio colle 8 a great response to our 201 forward ing look are We u.

Min new compact fold r onto our yea next in aga e ryon eve ng to welcomi stand.

The team on the Nuna stand discu sses their ranges with visitors and demonstrates their newl y launched Demi Grow.

WH Watts Independent retailer Gary Watts of . stand hand on the Nursery Today

gives a helping

Phil Howes - Peg Perego This year has been our best UK trade show since launching in the UK two years ago. Although we feel attendance numbers may not have been as high as last year we could clearly see the calibre of those who chose to attend and visitors to our stand demonstrated a keen interest and understanding of our ranges.

Here’s to welcoming everyone again in 2019, which will be an even stronger year for Peg Perego and our independent customers.

nal Account Steve Birds, Natio Manager and l Slumberlyea distinct increase in footfal r exhibiting we noticed a

ttress This being our second ively seeking quality ma ilers we spoke to were act their ard reg with onto our stand. The reta ect asp mical free and anti allergy che a on ed uss foc t options tha production.

Brisk business as Joie talks to retai lers who welcomed their new Signature

range.

nursery today

19

focus HARROGATE

Sylvia Kulawiak - Venicci As a team, we would like to thank each and every single one of you, who visited our stand at the Harrogate Nursery Trade Show 2018 . It is such a great feeling to be able to see all of our existing stockists, but also meet new people from the industry.

Rascals Simon Russel - Cheeky which been excellent this year has The quality of visitors nks tha My gs. structive meetin led to three days of con ed up. to all the retailers who turn

Annette Owles-Bryan (Annette’s Pram & Nursery) and Adele Brunt (Lullabys) loved the rang es on display with Bebecar.

Dr Mark Little - Aqua Wipes This is a really exciting time for Aqua Wipes, and as a newcomer to the parenting industry, it has been great to meet buyers and retailers in one place to discuss potential opportunities for the brand. The show has been our first stepping stone on an exciting journey ahead.

Bebeboo welcomes visitors to Harrogate.

New exhibito r Bozz had a fantastic resp their range of onse to lambskin pr oducts.

Neil Millard - Boori A fantastic return to Harrogate for Boor i. We had a number of well received new products to show our existing customers and (hopefully) impress a few new ones with. Our hall and position worked really well for us and as usua l the Harrogate team was on hand to help out with anything else we needed. Very much looking forward to being back next year.

20

nursery today d

Dates for the diary s onto the Nursery Today Eric White of East Coast pop e Contreras. stand to say hello to Christin

Harrogate Int. Nursery Fair 2019: 24th March - 26th March

AD_0183_ILevel_NTAd_EN.pdf

1

03/08/2017

15:24

flat out finest

o

157 tilt

meet i-Level™

For all sales enquiries, please contact Joie UK on 01889 808 900 or email: uksales@joiebaby.com

& relax!

Share the joy at joiebaby.com

E kick bac

k

WATCH M

A dreamy day-tripper that does more than most when on the roam or even at home. With i-Size security plus stretch and snooze Intelli-Snug™ tilt for a healthier, safer, cosier carrier.

talking shop This issue we’re talking Harrogate Nursery Fair. We spoke to a number of independent retailers to find out their views on the show this year.

Derek Bavaird

JAN STEWART PRAMS MS

Listening to the usual Harrogate doom and gloom om merchants you could be forgiven for thinking that perhaps 2018 will be the last year of the show, well,, I for one certainly hope not, sure it has changed but Jan and I both thought it was in some ways for the better.

We felt that the show was easy to navigate and on understanding the latest, albeit unfamiliar, layout it really did become very simple to find your way around. We managed to get much more business done, although as usual, there never seems to be enough time to do everything that you come to do, but then that fact applies to all trade shows.

KIDS TALK

Ian & Debbie Donaldson

Although this year the show was noticeably smaller, Harrogate continues to provide us with the opportunity to pick up something new and a bit special, for us it has

JJD LISTER

r u o t n

o

Andrew White

D Despite the show being smaller than previous years I really enjoyed it. I stopped over this year to make sure I could give those showing the time tthey deserve. It was great to meet up with fellow NSG m members, and I am sure we will all back again next year.

W We need a UK trade show!

Andrew saying hello to Christine Contreras at the Nursery Today stand.

been Roma this year.

The show enables visitors to have the chance to get something new and exclusive before perhaps online retailers or the multiples.

Jas & Jag Dalheley

REYNERS DISCOUNT NURSERY

We both found the show to be very well put together with lots of new exciting products. The atmosphere was very positive with retailers and suppliers working well together to give consumers what they want, the market is moving to another level which is well and truly exciting keeping us retailers on our toes. We’re both looking forward to the next show!

22

nursery today

talking shop

r u o t on Ian Davidson

BABYLICIOUS

Gary Watts

WH WATTS

I thoroughly enjoyed the show this year, I thought it was set out well and for once found the show relaxing and enjoyable.

Although it was small there were several brands there that we were able to spend more time than usual with in a much more relaxing environment which gave us the time to look at products properly and have the relevant discussions without having to rush off elsewhere in case we ran out of time.

Highlights were definitely BabyStyle with the Oyster 3 and Venicci who had some fabulous new fabrics.

Adele Brunt

LULLABYS BABYDEN

I loved the show this year. I absolutely adored the Roma capsule sule and for me my Facebook accountt nce has gone wild for this product since I put it on social media - definitely ly a brand to watch.

Also the Oyster 3 I feel will bee big when it hits the floor later in the year.

Another brand that I saw which will prove a hit this year will be Bebecar, especially the wooden range which offers something different and the chassis actually feels like wood!

They have also pumped up their prams with furs which are very much in fashion at the moment.

24

nursery today

I love the new look Harrogate Nursery Fair! From walking in the new main entrance the show immediately felt light, airy and refreshed.

This year I navigated at ease my way around the halls and felt the show was exceptionally busy on the Sunday and Monday with the Tuesday being quieter.

Having chosen to pre-plan my visit I chose to walk the show during breaks in my appointment schedule and saw nearly every exhibitor.

I would like take this opportunity to say how proud I am of Yvonne from bespoke Bebe who started off with her mum making pram furs in her mums kitchen and selling them on Facebook to 18 thousand followers - if you didn’t get the opportunity to see their products, this is definitely a brand to watch.

Also a special mention to Emma and Molly Charlesworth who brought the Roma collection to the show. This is a superb range which is perfectly targeted to the independent retailer - you will definitely find this on my shop floor!

Bébéboo are hiring!

Sales Agent Due to continuous expansion, we are looking to expand our sales team here at bébéboo.

We are currently looking for a Sales Agent that is able to travel to various destinations throughout the UK, with previous experience of the Pram and Nursery Goods industry.

As a Sales Agent, it will be your responsibility to build long-lasting relationships with both new and existing clients. The majority of your time will be spent visiting clients stores and attending regular in-house meetings.

In order to be considered for this role, you must be a highly motivated individual with previous experience of sales and after-sales. The ability to work under pressure within a target orientated environment is essential, as is a full UK driving license.

Salary: Competitive Hours: To be confirmed

Clinically approved The Mimos Pillow is an innovative, new answer to preventing and curing Flat Head Syndrome in babies.

It works by increasing the surface area underneath the baby’s head to decrease up to four times the pressure on their skull and is one of the first clinically approved pillows.

The specially designed material is washable, hypoallergenic and completely breathable, making the Mimos Pillow safe for use in cots, pushchairs and car seats, or wherever your baby goes. Sizes range from birth to 18 months old.

If you would like to apply, please send your CV to holly@bebeboo.co.uk, k, or alternatively, give us a call on 0330 678 1114.

We look forward to hearing from m you.

Bébéboo recruitment team

www.mimosbabypillow.co.uk

www.obabystamford.co.uk

Exclusive Independent Colourway Shelf

A light and warmer alternative to our popular taupe grey. Providing your nursery with a subtle and sophisticated look and feel.

Luxe cot bed

Toy box

Double wardrobe

Tall chest of drawers

Luxe day bed

®

www.obabytrade.co.uk 01652 641490

nursery today

25

focus STARS OF THE SHOW

The perfect package

The Salsa 4 Pushchair and Carrycot package was the main attraction this year for ABC Design. Available in five different colours and added extras including cup holder, mosquito net and adapters as part of the package really pleased visitors.

The Zoom is welcomed back into the collection this year, available in the one neutral colour with many combinations as always including the additional shopping basket that can be used instead of a second seat.

2018 also sees a variety of changing bags available in matching colours with clever accessory clips so they can fit directly on to your ABC Design pushchair.

Tel: 0845 026 0970 Web: www.obaby.co.uk

Smelling S sweet s Mu Mummy Loves Organics, which launched its collection of massage lau candles, room diffusers and foot oils ca for pregnancy and mums at Harrogate in 2017, was delighted to H re return this year to launch the new baby ba range to the trade.

The Sleepy Feet Foot Oil and Sleepy Baby Room Diffuser S received much interest in the New re Product P Showcase area. Created by b a maternity nurse and sleep consultant to celebrities and royals, c the t products are crafted from e essential oils to help induce sleep for f both babies and children.

Whether it’s sleep training a newborn into a good routine, or re-establishing bedtime habits following a spell of sleep regression, Sleepy Feet and Sleepy Baby help relax and calm babies and children, promoting better sleep and l d establish a good routine.

Email: info@mummylovesorganics.com

26

nursery today

Firmly in place How many times have you looked down at your little one’s feet to find that they only have one sock on? Or even worse, no socks!

Well mum of seven, Kezi Levin, finally had enough of her little one pulling off their socks and discarding them on the pavement and decided she was going to do something about it! She came up with the idea for Sock Ons, an amazingly simple gadget to stop socks going astray.

Made from soft, stretchy material, Sock Ons are designed to fit over regular socks, keeping them firmly in place no matter how hard your baby tugs and kicks.

Tel: 0208 4511516 Web: www.sockons.co.uk

The best quality right down to the tiniest detail. 100% Italian hugsfactory.com

Functionality, design and high quality furniture for modern families.

focus STARS OF THE SHOW

Bebecar on top

Bebecar would like to thank everyone who visited their stand this year. Kevin Golding, Commercial Director said: ‘Harrogate is a fantastic opportunity for us to showcase our whole range to our retailers. You can’t put prams in your briefcase, so it’s a wonderful chance for customers to see and feel the new fabrics and test the chassis.’

This year, the star of the show was a brand new i-Top model, featuring a fabric that’s so new it doesn’t even have a name yet. The chassis is finished in anodised aluminium, so it looks and feels sleek and modern.

Tel: 01692 408801 Web: www.bebecar.co.uk

Go luna

an awateard SlidinthegInnovato tion Award at the Harrog

Sandsliders won at three 8 and they experienced a gre International Nursery Fair 201 d stan r thei to back from visitors day trade show and positive feed y ustr ind y bab retailers and which included leading market interest in their product. at gre ed ress exp who companies, ture t Sandsliders uses to manufac tha ons The ethical considerati s iler reta ies, pan Com med fantastic. and promote the brand was dee e wer they t tha t duc pro this ed in and distributers were so interest summer arrives. the re befo ers ord e larg ing plac

The Red Kite Baby Co enjoyed another successful show and took great pleasure in meeting both new and existing accounts, the show this year seemed to have a very good atmosphere and can go down as a big success.

The Star of the Show for Red Kite was undoubtedly the new Luna range - being launched this summer, a new high end range that will be supplied with free POS for all stockists. The Luna range gained exceptional response from all who viewed it with pre-orders very strong, it also offers further proof that brands are still supporting Independents within the market. With four lines shown at Harrogate we are sure The Kuro, The Wave, The Nebula and The Nova will all become names well known to the industry.

Tel: 01454 326555 Web: www.redkitebaby.com

Tel: 07969 740702 ders.com Email: leecowan@sandsli m s.co der dsli .san Web: www

g family y A growin from Whisbear. gest of the offspring - E-zz the Sloth

Let us introduce the youn tant, baby monitor and pink noise sleep It’s the first app-operated parent’s assis aid in the form of an adorable sloth. adjust volume, duration and time The user-friendly app allows parents e ’s cry with a safe shushing sound whil settings. CRYsensor responds to baby s help uct prod The e. phon r’s n to a care CRYalert function sends a notificatio settings. best the se choo can they so rns analyse parents their baby’s sleep patte pram s, he can be easily attached to a cot, Thanks to magnets in the sloth’s paw or a car seat. Available in autumn.

Web: www.whisbear.co.uk

28

nursery today

%UHDWKDEOH ' PHVK VXUIDFH 5HPRYHDEOH ZHGJH )ROGV LQWR LWV RZQ EDJ 6XSHU VRIW EDPERR FRYHU 6XLWDEOH IURP ELUWK 7HVWHG WR %ULWLVK 6WDQGDUGV

7:2 67$*( &20)257 1(67

DĂŶĂŐĞĚ ďLJ dŚĞ Z,^D 'ƌŽƵƉ Ͳ ǁǁǁ͘ůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ ŵĂŝů͗ ŚĞůůŽΛůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ dĞů͗ Ϭϳϵϳϲ ϳϳϯ ϰϴϲ

An absolute pearl of a product The absolute stand out star for BabyStyle this year at Harrogate was undeniably the all new Oyster3 for which they received plenty of positive feedback throughout the show.

The Oyster3 is a higher, bigger and roomier version of the much loved Oyster2 but with an incredibly compact fold with the seat unit facing in either direction. Improvements and new features have been incorporated to the carrycot design and the chassis which now comes with clean rivet free lines.

The Oyster3 will be available in stores from September with a choice of two chassis options and a range of luxurious fabrics.

Email: info@babystyle.co.uk Web: www.babystyle.co.uk

nursery today

29

focus STARS OF THE SHOW

l x t rela i e to Tim ed a lot more to Harrogate this year, the show seem

With a different lay out d given plenty of time to view their relaxed with visitors to the Obaby stan , with the new Luxe Cot Bed as the iture furn extensive range. The Stamford by retailers and media – as well as centrepiece, was really well received TA 2018 award. winning the Nursery Category BAN m Grey colour that is exclusive to War The other big hit fwas the new Stamford range will be coming out in independent retailers. The much loved g with many more pieces. this subtle and stylish colourway alon Tel: 01652 641490 Web: www.obaby.co.uk

lden Silent is go was a great place for Silent Night to

The Harrogate Nursery Fair accessories to showcase their new nursery mattress collection and ed and receiv well was range The rs. specialist nursery retaile handmade being cts produ their With ion. attent of lot attracted a have rs retaile ards, in the UK and tested to the highest stand And not ct. produ y qualit a ng stocki peace of mind that they are ents treatm ical chem and foam from free is range only that, the ng sleepi safer and uses highly breathable fibres, creating a environment for little ones.

The nursery accessories were very popular too, complementing the mattress range perfectly.

Web: www.silentnight.co.uk

30

nursery today

Cleaning up at Harrogate Nature Ninety-Nine, the manufacturer of Aqua Wipes, introduced its revolutionary, biodegradable and natural pure water wipes to the nursery sector at this year’s Harrogate International Nursery Fair and received a positive reaction from visitors.

Used by the NHS, each Aqua Wipe is made from soft, biodegradable fabric with more than 99% purified water plus Organic Aloe Vera, ensuring that parents, babies and the planet are given the ultimate level of care. Furthermore, because the product is free from animal products or derivatives, Aqua Wipes is also registered with the Vegan Society.

Tel: 0845 838 7120 Email: sales@aquawipes.co.uk

Three is a magic number

Venicci introduced three new models: Venicci Italy in three new colours, CARBO Lux Edition in Light Grey, Natural Grey and Black at last but not least Venicci Gold in Black.

They also added extra colours to their Pure, Shadow, Gusto and Silver Edition range, therefore in total displaying 17 new Travel Systems.

Venicci also made Harrogate their chosen venue to hand out their awards for Outstanding Performance in 2017 to their stockists to express how grateful they are for the great job they do!

Tel: 01302 953872 Email: info@venicci.co.uk

Have a hug Hugs Factory is a project born from an all-Italian joint venture. The best baby furniture manufacturer and textile producers combined forces to create a completely new concept addressed to today’s parents and families, dealing with the needs of babies and children using a new and modern approach.

Hugs Factory collection, already available in Italy and other countries, is delighting the public with the clean, harmonious lines of its quality furniture and the style of its accompanying textiles. The main feature of Hugs Factory products is its adaptability. All their products are designed to evolve, change and adapt to the child’s growth and needs.

They have the Manhattan bed which transforms from cradle to cot to junior bed without bedrails; the Williamsburg which transforms from co-bed cradle to cot with blackboard.

Transformation is the keyword of their latest products: Notting Hill and Kensington.

Not only a bed and a changing station, but a lot more!

Email: info@hugsfactory.com Web: www.hugsfactory.com

Full of joie Joie had an extremely successful show at this year’s Harrogate Nursery Fair, with a number of new products and ranges on display that received a great reception. The car seat range was enhanced with new colours available on the award winning lie-flat infant seat, the Joie i-Level and the update to the ever popular Joie Stages Gr 0+/1/2 seat now featuring ISOFIX. The Sansa 2 in 1 further strengthened the impressive indoor line-up, the latest electronic swing to be added, with three motions and three seat directions for countless soothing options along with the bonus lift off seat to form a take anywhere rocker! The standout range was definitely the new Signature collection enhancing some of Joie’s top selling products including the Spin 360 car seat and Litetrax 4 pushchair.

Encompassing classic style, luxurious materials and innovation, yet retaining all the practicality you would expect from Joie.

Tel: 01889 808 900 Email: uksales@joiebaby.com

And the winners were…

Exhibitors and visitors at the Harrogate International Nursery Fair joined in celebration as the Baby Products Association announced the winners of its 2018 industry awards. he Baby and Nursery Trade Awards (BANTAs), sponsored by Nursery Today, had four categories this year, Travel, Nursery, Home and Best New Product.

The winner of Travel was Roma Prams with its Moda with judges commenting that the product is a stylish, affordable and functional 3-in-1 travel system; the Highly commended product was Cosatto with its Hubbub Britpop ISOFIX car seat.

The winner of the Nursery category was Obaby with its Stamford Furniture Collection with judges choosing it because the range is an affordable, traditional sleigh room set with multiple colour options including an independent retailer exclusive. The Highly Commended product was Whisbear ezzy the sloth.

The winner of the Home category, with judges commenting that the product is fantastic value for money and loaded with features and functions, was The Red Kite Baby Co with Jumparound Jungle. Highly Commended was The Daddy Bag Snuggle Soother.

T

There were numerous entries in Best New Product, but the overall winner impressing judges with its super compact, lightweight, incredible travel friendly and extremely easy to fold design, was Roma Prams Capsule Travel Stroller. BabyStyle’s new Oyster 3 was Highly Commended.

The winner of the Concept & Innovation Awards was announced as Lee Cowan and Dean Mortimer of sandsliders. The judges were impressed with the simple, yet clever product to allow a pushchair to travel across unstable ground such as sand and gravel. The award was presented by Sara Ludlam of 3Volution which sponsors the Concept & Innovation Awards each year. The two runners up were Charlotte Lonngren with Secure & Seen Playpen; and Anita Hill with Comfyse Cushy Cushion.

nursery today

31

focus STARS OF THE SHOW

Clean up Prambibs has been invented as a way to make feeding away from home stress and mess free, they are designed to keep your little ones clean, and we haven’t forgotten about the pram either!

Made from a mix of cotton and elastane, and fitted with a stretchable neckband and cuffs for your growing little one’s needs, these long sleeved baby bibs are the perfect solution to keeping your pram and baby pristine on-the-go.

Not only is the Prambib easy to clean and designed to fit a huge variety of pushchairs, it’s available in a range of gorgeous colours.

Tel: 07832742304 Web: www.prambibs.co.uk

in mixch of the new The mslinuZsl were the Stars! The laun

Mint and Grey Mu Dribble t and Star Muslin Squares and MuslinZ Mint and Grey Spo at gre A w.

Sho sery Nur ate Harrog bibs was a great success at the new and s s for 2018. Existing stockist match to many Nursery item slin Mu g chin mat are eager for the buyers loved the new mix and arrive soon. to el Tow d ode Ho Swaddle and Tel: 01295 810008 btconnect.com Email: merrygorounduk@ o.uk uk.c und Web: www.merrygoro

Sweet dreamst successs

Harrogate was a grea for the team at Sweet Dreamers. The show had a friendly and relaxed atmosphere and the new halll layout worked extremely well, encouraging a good flow of visitors to their stand.

Sweet Dreamers showcased their eagerly anticipated ewan Deluxe, together with a number of new colourway options for ewan’s fleece. The resulting interest from visitors was amazing!

Needless to say, their ewan Deluxe stole the uge amount of show and they received a huge M . They were also delighted to i May i es in flock arriv his n whe for y read rs orde preh up with retailer accounts, and of course catc secure a number of new independent our current customers. .uk Email: harry@sweetdreamers.co o.uk ers.c eam etdr .swe Web: www

Magic in music

Pouce et Lina specialise in musical mobiles that are made in France providing authentic and handmade products to entertain and sooth baby to sleep.

Beautifully designed, different animals (flamingo, unicorn, elephants), colours and shapes are accompanied by a magical lullaby (La vie en Rose,

32

nursery today

Disney, Harry Potter).

Pouce et Lina care about the environment and use fabrics certified Oekotex or to Gots Standards in eco-designed packaging.

Web: pouceetlina.com

Providing Peace-of-mind Sleeping Breathable Safe hypo-allergenic Keep Me Close Breathable Bedside Crib

Award winning design hit at the Harrogate Nursery

The Aalin by Motherknot proved a huge pebble grey, Aalin is Fair. Made from Top Grade Cowhide Leather in Design features as beautiful as it is durable. The Award Winning bag making it the ate removable lining, which can be used as a separ All bags feature mum. ious consc n number one choice for the fashio compartments. rous nume and ts pocke dable expan pram straps, four bags in one it is two is it They also come with a stylish changing mat. As y. mone also practical and great value for Email: sales@cocobow.com Web: www.cocobow.com

Breathable Nest Maxi

Stages of comfort The 2-Stage Comfort Nest was star of the show for Little Chick London at Harrogate – already receiving rave reviews from mums who love its convenience and comfort for baby, used for daytime supervised naps and tummy-time; plus the unique removable wedge can be used under the cot sheet to help with reflux. Also folds into its own bag for travelling – retailers were snapping this product up at the show. Proudly supporting independent retailers, contact Rachelle at Little Chick London.

Tel: 07976 773486 Email: hello@littlechick.london

For sales please contact enquiries@whleurope.com or call 01384 298531 'LVFRYHU WKH IXOO FROOHFWLRQ DW ZZZ SXUćR FRP

nursery today

33

focus COMPACT FOLDS

In the fold Compact folds are increasing in popularity and brands have reacted by ensuring these are included within their product portfolio. he wheeled sector isn’t one that stays stationary and this has been demonstrated by the increased availability and demand for compact folds.

Although these may not be a new concept, with parents looking for products that offer ease of use when folding, the innovation has definitely moved on in this sector with brands taking a look at weight and size with perhaps the original ‘umbrella’ fold starting to become something of the past.

Sue Griffiths (Hauck) would agree that we will see an increased shift away from the umbrella fold due to the ease of the fold now implemented on a compact fold option. “Most of the new compacts fold more easily, some offer one hand fold. ‘Umbrellas’ tend to need two hands and are sometimes difficult to manage, so I think we are moving away from ‘umbrella’ folds.”

Luke Burns (Cybex) feels that this is also down to innovation within the wheeled goods category.

“Increased innovation has meant there is less demand for the umbrella fold system. The functional one-hand folding systems offered by Cybex & gb, with the option of both 2 and 3-in-1 travel systems, mean it is now much easier to find a solution to fit in with a modern lifestyle, creating less demand for the traditional umbrella fold system.”

Independent retailer Gary Watts (WH Watts) is experiencing this with his customers, but feels that consumers may take a bit of time to move completely to this concept. “I think we are moving away from umbrella folds and we have seen evidence of that already, but it wont happen overnight and will be a slow process. There will however always be a market for umbrella folds but I would say that there is now a trend moving more toward compacts.” Said Gary.

We asked Luke whether he feels we are starting to see a trend toward compact folds. “Yes definitely, this has been a growing trend which has seen a market shift and increase in compact folds. More and more parents, and often grandparents, want a pushchair that is easy to fold and store away whilst taking up little space – compact pushchairs offer just that.” Said Luke.

“Some really compact pushchairs, such as our gb Pockit and Pockit+, are small enough to fit in the overheard compartment of a plane or train, and take up minimal space in a boot, making it an ideal option for travelling.”

Over the course of the last 12 months we have seen a growth in the variety of compact folds now available. We are currently finding that more and more parents are purchasing a second light weight option quite soon after their initial investment for a variety of reasons and this is where compact folds

T

34

nursery today

are drawing attention. Can we then assume that this may be due to weight, size and ease of use for either a holiday or quick trip away from the home?

“Definitely.” Stated Sue. “Particularly for use when out shopping or travelling. I also think that to a certain extent they have replaced the cheap basic buggy that consumers would buy for holidays, use them for two weeks and then discard them at their holiday destination.”

Luke also commented: “Weight and size are constant discussion points along with style and functionality. We believe parents are more drawn to pushchairs that are lightweight and compact, but they still want a pushchair that’s equipped with key features and looks good to make life easier.”

Our mini survey this months clearly illustrates that the size and weight was an important aspect when making a buying decision with more than 67 percent stating it was a driving factor. Gary has experienced this first hand in his store. “Weight and size are definitely discussed in store, more and more consumers are asking the weight and asking to lift prior to purchase.”

We asked Gary if he felt brands were important in this product category? Gary told us: “I think the brands have actually led this trend as they have brought the type of products to the UK that have sold in other markets.”

Cybex are one such brand who responded quickly to this demand. Luke told us: “Over the past few years, more brands have reacted to this trend and are investing more into the functionality of a pushchair. We launched the gb Pockit back in 2016, and since then, our ultra-compact range has grown to now include our latest addition, the gb Cot to Go, a compact folding cot to compliment travelling light.”

Sue feels that brands hold importance as they are recognised and trusted by the consumer. “I do think brands are important, particularly when there is more and more product available on the internet that is of dubious origin. With established brands a consumer can be confident that products meet all the relevant UK standards. They also offer a Customer Service so there is always a contact point if a consumer has a problem or is unhappy about something.”

With compacts moving forward, are these

bought as a second pushchair later on or are consumers now looking at these to cater for their little ones from birth? “Historically this was more likely the case, but today, there are compact folding pushchairs/strollers that can be used as either a 2-in1 or 3-in-1 travel system.” Said Luke. “With more choice available, parents are not limited to waiting until their baby is six months.”

The survey says…

Nursery marketing specialists FanFinders surveyed 1200 consumers focussing on compact folds. Here’s the results.

Did you buy a second pushchair?

Yes: (45.8%) No: (62.5%)

Was the weight and size important to you?

Yes: (67.3%) No: (32.7%)

Was the way it folded important to you?

Yes: (70.5%) No: (29.5%)

Did you need to place a car seat onto this?

Yes: (50.8%) No: (49.2%)

Did you look for brand names that you recognised?

Yes: (58.8%) No: (41.2%) Was the cost of this one part of your decision?

Yes: (68.8%) No: (31.2%)

Did you research this prior to purchase?

Yes: (74.8%) No: (25.2%)

Was this bought prior to your child being 6 months old?

Yes: (62.2%) No: (37.8%)

The original luggage-style super-compact stroller

Fold down in an instant and glide through the world with a telescopic pull-along handle – just like your luggage! Read more on page 42.

#madeofseattle dionouk@diono.com | 01827 310557 | diono.com

1XUVHU\B7RGD\B$35 LQGG

+100,000 video views

focus COMPACT FOLDS

Little yet large In your stri de Take the streets in your

stride with this stroller’s smooth lightweight, man steering – all wh oeuvrable ile your little on the comfort of e enjoys the rid their seat, able e from to reverse, recline few clicks. and extend in ju st a The handle heig ht is adjustable offering a comfy and tall, suitabl e from birth to push for the sm a maximum we all allows your child ight of 15kg. The to sit and face yo Kuro u for their comfo or they can turn rt and reassuranc and face the wo e, rld as they grow With a handy sh . opping basket to have everything ho ld yo ur travel essentia you need for yo ls, you ur journey in co rainy days, the mfort and style. smart raincover On has a parent ac use and also inclu cess panel for ea ded is a smart pa se of dded boot cove and war m. The r to keep baby sn Kuro is also supp ug lied with Maxi Adaptors to enab C osi Car Seat le yo u to use as a trave Tel: 01454 32 l system.

6555

Meet KOJI, the little, yet large pushchair that is perfect for active parents who are always out and about. Featuring a one-hand, easy-fold mechanism, with the seat still attached, KOJI is a compact and lightweight stroller, perfect for city life.

This new-to-the-market pushchair already holds a number of award accolades, including: Loved by Children – Gold, MadeforMum Shortlisted and the internationally established Red Dot Award.

The KOJI features a lie-flat seat unit which is suitable from birth, but there is also an optional carrycot. It offers a choice of two chassis colours and five accessory pack colours (Charcoal, Midnight Blue, Liquorice, Poppy and Oatmeal), allowing full customisation of the pushchair to suit multiple styles.

Tel: 0208 368 5800 Email: enquiries@tuttibambini.co.uk

Web: www.redk iteba

by.com

ed tion, the gb Pockit+ is one of the et sionail z Posecd k design innova . for its except n travel genius hed from

itc Recogni ing it an urba ckit+ can be sw g strollers, mak chnique, the Po with peace of te t g ou in ld ab smallest foldin fo d ep an t tive two-st sy to get ou ea it g in ak m With an innova o steps, compact ying in just tw bag-sized ultra nd pushing to carr ha a to in s turn int, the Pockit+ a convenience. mind. er months folded for extr the small footpr n to he ks w an ng th di , ring the war m an us du st Pl lfild se ch is a d t ec an ) to prot 20 x 38 cm le sun canopy package (32 x Go and e the extendab ud cl in es ur r. with the Cot To at ve ed co us in be New fe ra n l ca na tio which ed with an op -1 travel system and it can be us erts into a 3-in nv co y sil ea The Pockit+ r seats. a Group 0+ ca com bex-online.

Web: www.cy

36

nursery today

FREEDOM with a TWIST L FOR IDEA EL * T R AV

EEZY S TWIST From birth – 17 kg (approx. 4 years)

3 - IN- 1 TRAVEL SYSTEM COMPACTNESS AT ITS BEST

UNIQUE ONE-HAND ROTATABLE SEAT UNIT

360

Smart function for quick parent-facing or forward-facing stroller set-up.

Perfect for public transport, narrow streets & travelling, with a footprint of only 45cm.

COLOURS

%CDKP NWIICIG CNNQYCPEGU OC[ XCT[ FGRGPFKPI QP CKTNKPGU

For further information contact your Cybex Account Manager.

Alternatively call our Customer Service team on 02074 264 938.

focus COMPACT FOLDS

Just so easy

Lightweight and compact, the Eezy S offers smart features that make life easier for parents no matter where life takes them.

Supremely lightweight (6.5kg), this city pushchair offers premium travel features, from a small footprint for easy manoeuvring on narrow streets and in small shops, to a reclining backrest for long naps.

The one-hand fold mechanism offers ultimate convenience as parents can hold their child with one hand, while they use their other hand to place the Eezy S in its compact, self-standing fold.

As a 2-in-1 travel system, the Eezy S is compatible with the range of award-winning Cybex and gb infant car seats.

Web: www.cybex-online.com

Make a pact With space and ease of use being a real concern for a lot of parents, Joie has the answer with the Pact stroller! A lightweight and super compact fold, perfect when out and about, it’s the ideal travel mate. Designed to be compact yet strong and feature rich, suitable from birth with the flat reclining seat, it includes adapters to pair with Joie Gemm, iGemm and iLevel infant carriers. Folding in a split second with one hand, Pact has an integral carry strap and comes with a handy carry bag. It also features a one-hand multiposition recline, height adjustable handle, padded soft 5-point harness, extending canopy, all round suspension, large shopping basket and raincover.

Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

Comfort with no compromise

Owning a smaller pushchair doesn’t mean comp romising on comfort. Discover the most comfortable, from birth, super-compact pushchair from Maxi-Cosi.

The new Laika is the perfect choice for a city lifesty le or if parents are jetting off on a few holidays. Lightweigh t at just 7.4kg, it’s easy one-hand fold and handy shoulder strap make travelling around a doddle. Add the Maxi-Cosi Soft Carry cot and baby car seat to transform the Laika into a 3-in-1 travel system , suitable from birth to 3.5 years.

Web: www.maxi-cosi.co.uk

Going places wiith MINU Designeed for

daily adventures, the new MINU st stroller offers modern conveniences in a compac t, lightweight stroller. Storre everyday ess entials in the large, easy access ba basket and recline the sea t with ease for naptime. e The lightweight design and all-wheel suspensio si n ensures a smooth rid e.

The MINU has an easy one-handed fold, transforming the stroller ll into a petite package.

You can fit the MINU into sm all spaces thanks to its com pact fold or take it on the go with the convenient carry strap or carry handle. Go where you wa w nt, how you want – the re’s nothing extra holding you back.

Weighing in at under 6.5 kg, the MINU is suitable from birth with the from-birth kit access es ory and/or car seat ada Fashions include; Jake (Bl pters. ack Mélan la ge/Carbon/Black Lea ther), Jordan (Charcoal Mélan ge/Silv Si er/Black Leather) and Ryan (Teal Mélange/Silver/Sad dle Leather).

Web: www.dcukltd.co m

38

nursery today

Voted Which? Best Buy Best Buy

The BABYZEN YOYO+ 6+ has been awarded a Which? after receiving top marks in an independent assessment. To receive this accolade the stroller was put through rigorous performance tests that reflect the expectations of consumers. Audrey Mizrahi of Whitestep, distributers of BABYZEN in the UK said, ‘We are thrilled with this endorsement. It is proof that the BABYZEB YOYO+ is an exceptional product for parents looking for a super lightweight stroller that folds down to tiny proportions.’

Email: info@whitestep.co.uk Web: www.whitestep.co.uk

Cot To Go Compact, foldable and luxurious, the Cot To Go is the perfect carry cot for parents on the go.

With a full lie-flat position on a soft memory foam mattress, the Cot To Go provides the ultimate comfort and protection for a child.

In just a few steps, the Cot To Go can be folded into a 3kg super-lightweight, compact package that can be stored easily at home or when travelling and is even small enough to fit in the overhead compartment of a plane or train.

It’s also the perfect travel solution for modern parents exploring the city streets, with easy and convenient click-on and click-off of memory buttons to make it travel system ready when used with the Pockit+ or Qbit+.

Web: www.cybex-online.com

nursery today

39

nursery matters JOHN BARKER

Barking Mad This issue John Barker takes a look back at the month of March. ow did this happen?

How could I not have noticed? Every day I have to look at my own ugly mug in the mirror and not once have I noticed, not until I actually took the time to look at my picture at the top of this article did I realise I’m turning in to David Bellamy! Thems the breaks I guess. You’ll all be glad to hear I haven’t prepared a lecture this month, I’m saving up for a big one later in the year.

So how was March for you all?

Better than February I hope. My March was over before it began, how is it possible to work all day and not achieve anything? With the best of intentions you sit there, pen in hand to write your daily to do list. The list is the easy bit, the trick is actually crossing things off it, then you leave for the day and you look down at it on your desk, “oh well that’s tomorrows list already written” having not removed one single item from it. Then BANG! it’s month end and you’re primed and ready for another month in the nursery industry.

March did see the annual Harrogate Nursery Fair and I’m typing this the day after we visited. I have to admit I thought it was a great show this year and we added some great new products and brands to our range. Some of you may have noticed that grey is still with us in force; however the brands have done some great work to ensure it still looks fresh.

H

40

nursery today

Toy s R U s are th e text book ex a mple of w hy a busin es s must evolve an d more impo rtantly ea rn mon ey Clever fabrics and little details are meaning our grey shop floors are evolving.

One thing that really made me get excited was over on the Bebecar stand.

Bebecar have, for many years, brought us some show stopping fabrics. Kevin and Co won’t mind me saying that some have been a little “out there” but they remain awesome examples of what an innovative brand can do with cutting edge fabrics. This year it was about the chassis! First you take a Hip-Hop chassis then you take some of that Vinyl that Grandma used to wrap her kitchen table in, put them together and you have the completely awesome I-Top! Add to that some sumptuous fabrics and that has to be a winner. Well done Bebecar! Not to your taste? Not a problem, they also have the same bundle in a beautifully simple grey (melange – hope there’s no copyright issues with that word) on a stunning anodised chassis. Could this

be the year of Bebecar? I know the modders (yes the ones we all hate) have been vinyl wrapping their Bugaboos and iCandys for years now but I think it’s about time a brand embraced this “art”.

Then we visited Babystyle and boy oh boy did they impress us this year. Picture little JB on Christmas morning 1980 as he creeps down the stairs, a tangled mess of excitement and worry. “Please say Santa’s been” he thinks to himself as he enters the lounge. Spying the tree with his little eyes (one covered by a comedy 1980’s NHS patch – aka a plaster stuck to his glasses) he vocalises his excitement with a yelp and the patented JB fist pump. Then panic sets in, where is it?

That one box big enough for his dream present. Yes, yes there it is – My very own AT-AT! It’s all too much for a little boy. Anyway, that’s how we felt when we saw the Oyster 3. Oyster has been in our stores for longer than most of our staff so we feel an affinity to it. Kissing good bye to it will be hard (or so we thought), just think of all the sales you’ve made thanks to the plucky little chap. Then stand back and look at Oyster 3, glinting in the swanky new glass show case. As far as facelifts go Oyster 3’s isn’t just a little Botox and a cheeky nose job. . .nope this is full on Travolta / Cage FACEOFF. If Oyster 3 isn’t our bestselling product within 6 months of launch I’ll eat my hat (and it’s a huge hat as I have a very

large head). I cannot congratulate Babystyle enough. Just one question, any chance of a special edition with vinyl wrapped chassis ; ) A special mention goes to the lovely ladies on the BebeBoo stand.

The Joli is a great product with a welcomed new approach to a tried and tested bundle. The free Kevin Keegan wig with every pram is a novel marketing approach (sorry for the stereotyping joke everyone)). We are looking forward to earning money from your lovely prams.

Talking of earning money it would appear someone over at Toys R Us forgot to do so. Toys R Us are the text book example of why a business must evolve and more importantly earn money. Don’t get me wrong I feel very sorry for the staff that have lost their jobs but this fall of the company does highlight certain things we can all learn from. Fingers crossed that with their demise and the problems happening over at the other national the industry will start to shift back in to one that looks to earn margin.

Thanks to all the great new products we saw at Harrogate there’s no reason it couldn’t either.

So, until next time stay safe and good luck for the Easter period. I’m off to wrap the entire shop in vinyl to see if that will impact on sales. (This would be funny if it wasn’t for the fact that the shop next store is an adult store specialising in bondage and vinyl equipment – or so I’m told).

Injecting happiness through beauty and practicality...

iZi Flex FIX i-Size

NEW

World’s first R129-02 Highback Booster on the market

» Removable SIP bumpers » SIP+ » 3-in-a-row » PAD+ » Recline position » Integrated carrying handle

To join in – Contact your BeSafe representative or email sales@hts.no

...makes the mundane paraphernalia of parenting covetable For all Sales enquiries, please contact Natasha on 07790898478 or email natasha@whleurope.com Discover the full collection at www.pinklining.com

feature DIONO

Traverze with ease The new launch from Diono is setting standards in the lightweight stroller category. ith ongoing investment to develop the Diono brand, the company are launching their first lightweight stroller. Not just another product in the category but a real game changer. Traverze is a lightweight, super-compact stroller that goes one step further for complete convenience on the go. Diono believe parents should live life to the fullest, with their new addition in tow….why struggle when traveling and why change the way you travel just because you have become a parent? With more parents traveling more often and reaching further destinations there is a need in the market for a stroller which helps make the journey as joyful as possible.

Having a joyful journey means having an easy journey so Diono have engineered the super-compact Traverze stroller to make traveling easier, whether connecting through an airport with a toddler or folding down in an instant for speedy boarding. It includes a unique, clever and versatile extendable handle for easy transportation which combined with a hide away protective cover to keep the stroller clean and protected, means Traverze is good to go… anywhere. It even fits in most overhead cabins.

Traverze is suitable from birth to three years so enables parents to navigate the world with much more ease and style from the beginning. The

W

42

nursery today

lightweight stroller also features a one-touch brake with smooth rolling, never flat wheels, city-resistant shock absorbers and all-wheel suspension ensuring that it turns on a dime through turnstiles and store doors, with swivel wheels and agile one-hand steering.

With over 100,000 video views of the Traverze launch, this stroller has already got some keen admirers and it is easy to see why with the features that are included in this compact package: • GLIDE THROUGH THE WORLD. One hand fold and telescopic pull-along handle – just like a suitcase means you always have one hand free.

• WHATEVER THE WEATHER. Complete with water resistant Travel Carry Bag and tailored rain cover which stows neatly under the leg rest • SNOOZE ON THE MOVE. Suitable from birth to 15kg with no compromise in size or comfort including a reclining backrest allowing a near flat position for the ultimate ride comfort.

• FLIP-FLOP FRIENDLY BRAKE. One-touch brake designed for big shoes and little pumps.

• FOR SUNNY DAYS. Full size sun canopy with integrated air vent.

• LIGHT UP YOUR LIFE. Lightweight – less than 12.3lbs/5.6kg. Lighter than most lightweight strollers.

• SMOOTH MOVES. Smooth

rolling, never flat wheels, with shock absorbers and all-wheel suspension. Turns on a dime, with swivel wheels and agile one-hand steering.

• GO SMALL OR LARGE. Easy access and instantly extending generous shopping basket. Plus handy zip pocket on the back of the hood After just a couple of weeks on the market, Traverze has already scooped two awards. Named Best Stroller at 2018 JPMA Innovation Awards which recognizes the most cutting-edge Juvenile products, the Diono stroller has also been highlighted as a top 10 Fresh Find by Baby List. Nigel Plested, Diono’s Chief Product & Brand Officer shared his thoughts on the process behind the creation of Traverze, which has ensured such a great market response; “We’re a company based in Seattle, so we are naturally motivated by that North Western, Pioneer spirit.

The opportunity to empower parents to confidently navigate a changing landscape of travel opportunities has inspired us to create Traverze. A super-compact stroller which effortlessly folds to become a compact pull along sets a new standard for the category. Families no longer see the reasons not to travel, but look for the experiences that allow them to go somewhere new, or further afield, wherever and whenever they want to.

Traverz e is su itab le “ from b irth

to th re so en ab les p arentse yetoar s n avig ate th e w or ld w much more ea se an dit h style from th e b eg in n in g.

”

“Traverze out performs for such a small stroller; with a full width seat, lie flat from birth and an expandable storage basket (not to mention the luggage handle and handy stow away bag). Traverze has a seamless faceted design, it looks handsome from any direction. We’ve also articulated a unique fashion collection to adorn the Traverze as well as our wider range, where dynamic textiles marry intricate and intelligent patterns.

“To be honest we’ve been bowled over by the response to our new look by so many moms and dads. So, it comes down to a simple question. Why should families change the way they travel, just because they’ve become parents? When there’s a journey to be enjoyed and a new place to discover, why travel when you can Traverze?”

Tel: 01827 310557 Email: dionouk@diono.com

social media ROSS HEWITT

Video marketing 101 Ross Hewitt takes a look at the ever growing popularity of video content. ideo is the king of content and with mobile devices what they are today making them is easily within the grasp of any retailer or brand.

But before you start buying tripods and make up and one of those fabric director’s chairs you need to set your strategy. This goes back to understanding your customers and your audience and having genuine insight into who you want to attract.

How can video content draw them closer to you and encourage engagement with your business?

What questions can you answer?

What content is already prevalent and sewn up by others and, more importantly, what content is hard to find yet would be really useful to your audience?

Maybe it is a 40 second video that shows how to properly fold that pushchair, and you know it solves a problem for many because you always get asked about it on your Facebook page.

Perhaps, for retailers, a member of staff giving a detailed demonstration of a product is a new way to get your store found and loved online.

But making one video is not a strategy, and neither will it get you found or sought after. You need to be consistent and you need to start as you mean to go on. At least one video a month for the next 4 to 6 months is realistic and will give you a great ‘test & learn’ environment to gauge whether video is something that can move your marketing and audience engagement up a few notches.

Ideas for content will come a lot easier than you might imagine if you give it a little bit of thought. How about customer video testimonials?

Can you tempt someone who can clearly string a sentence together to get in front of the camera and big you up? Are you going to an event that warrants a bit of film time that you can share…Harrogate was a great example (look at what Native Media gets up to at events), but maybe next month’s NEC Baby Show is a good opportunity? Maybe a video interview with someone we don’t normally hear from…a product designer for example, or a midwife or health visitor? Oh, and retailers, there is a rich seam of video content readily available from the brands you stock but the uptake is staggeringly minimal from you all as a collective

V

Aim to grab the viewer’s attention o e d i v e in the first 5 to 10 seconds as that is n o g M ak in str a te gy, crucial to keeping them watching and sure you have a very clear and i s n ot a er w ill it make obvious call to action at the end of the h an d n eit foun d o r video. Don’t leave people hanging. u o y Do make sure you watch your t ge u o Y . r fi nal video through a few times and e ft a s ou g h t to b e get some people you trust to be honest to give you their verdict before you n ee d u o y d n it. If it is not right or has a t c on s i sten sta rt a s publish mistakes in it then, sorry, do it again it needs to be as accurate or n ee d to to g o on . assmooth as possible. It’s a really key y o u me a n piece of promotion and so start leveraging that as soon as possible.

When you have a brainstormed list of videos then separate the wheat from chaff and put the final list into a calendar and give yourself plenty of time to get of them filmed and finished.

And onto the videos themselves.

You need to make them as polished as possible. We’re not talking Hollywood standard, but one example is if someone is talking on the video then the viewer needs to actually be able to hear them, so make sure you have a microphone that picks up the chatter.

Buy a tripod, it makes for a much better video than a tired arm shakycam effect. Film your video somewhere that is well lit. Get the people in it to smile, even just a little bit, now and again…it makes a huge difference.

potentially will reach a lot of relevant people so make a good first impression.

Video hosting platforms such as YouTube and Facebook’s video service give you the opportunity to upload your own thumbnail image.

This is a vital part of someone’s decision to watch a video or not.

Think about your own visits to YouTube – how often does the thumbnail image play a part in whether you click play? A random scene from the video is not a good thumbnail and you get a very limited choice when you upload your footage u online so make a great image that you can upload that will increase your chances of drawing in viewers.

Finally, when the final cut is uploaded don’t forget to share it as farr and wide as possible…you want your work to be seen don’t you?

See you at the BAFTAs…

Ro ss Hew itt, M ana gin g Di rector of Sec ret Pie and aut hor of ‘Savvy Soc ial M edi a’.

Ro ss beg an his dig ital ma rket ing career in 19 98 and had his first for ay into the nur sery industry as Hea d of M arketin g & Eco mmerc e for Silver Cro ss in 20 08 . He set up Sec ret Pie in 20 10 and has been help ing clients get found and love d onl ine ever sin ce. ww w.secretpi e.co .uk | Ro ss@ sec retp ie.c o.uk | 019 04 410 02 7 | Twitter : @S ecret_Pie

nursery today

43

focus CARRIERS & SLINGS

The carrying kind We take a look at the carrier and sling market - are these impulse buys or researched and considered purchases? arriers and slings are not new to the nursery industry and we all know the benefits that they can bring but is this a growing category? Are we seeing more parents turning to the use of these?

We asked Michelle Smith (Close Parent) whether she feels we are experiencing a growth in the demand for these products? “The baby carrying market continues to rise in popularity as parents and caregivers become more and more educated about the benefits of babywearing.” Said Michelle. “There is more choice than ever before so parents can decide on the best carrier for the needs of their family and lifestyle.”

A certain plus in this sector is that a carrier or baby sling offers your customers the chance to be able to have the power of choice, as in some circumstances it may just not be practical to use a pushchair or pram and therefore these are a perfect solution and offer a natural way to travel with baby, providing comfort for the infant and intimacy for parents looking to build on those precious bonding opportunities.

For some parents, a carrier is the only available option in particular situations and environments, as these give a truly ‘off road’ solution enabling the travelling family to continue any journey in any conditions, beating even the best of buggies.

Holly John (Chicco) feels that the continual growth in the popularity of a carrier is in part due to lifestyle, with many living in an urban location.

“Modern parents are always on the move, and urban living can often mean that taking a pushchair or stroller out can be difficult.

“Carriers can offer the perfect bonding travel solution which is lighter, cost effective and a more convenient option for getting out and about with little ones, and therefore are becoming increasingly popular amongst active parents. As well as being highly useful, carriers also allow parents to nurture their bond with their baby right from birth by keeping them close to their chest.”

So how are consumers making their decision on whether to buy a carrier or sling? Is this a considered purchase or impulse buy? Michelle feels it is definitely an item that is well researched and a considered purchase. “A carrier is definitely a well-considered purchase, with much research and time invested by the consumer before they make a considered choice on which one to buy. Recommendations from their peer groups and endorsements carry a lot of sway when making these decisions too.”

Parents are also extremely savvy when making their decisions – looking at not only design, but are conscious now of much more – ergonomics, functionality, ease of use and longevity. Holly would agree and commented: “Choosing the right carrier is an extremely important decision when it comes to the

C

44

nursery today

safety and comfort of both baby and parent. For this reason, they are a considered purchase as consumers are on the lookout for a carrier that offers long-term comfort, practicality and absolute safety at all times.

Easy Fit carrier is designed by our professional experts at the Chicco Baby Research Centre, based at our Italian Head Office. Our experts continuously look for the most ergonomic and user-friendly solutions when it comes to product design. For this reason, the International Hip Dysplasia Institute (IDHI) approves Easy Fit as a “hip healthy” product, meaning parents can rest assured that it is safe to wear for their baby.

“Consumers will also be considering the versatility of a product and multi-functional carriers that offer different configurations to suit different needs are becoming more and more popular. Easy Fit can be worn in three configurations: forward facing, parent facing and on the hip. This allows parents to tailor the product to what best suits them and their individual needs. In the instance where a father may prefer to carry the baby forward facing but the mother prefers to wear the carrier on her hip, both options can be catered for from one product.”

We asked Michelle if it would it be correct then to feel that this is a well researched category? “Yes, a carrier is considered a must-buy item for many and parents invest a lot of time in researching which carrier will be the best purchase for them and now have more information than ever at hand to make fully informed purchasing decisions.”

So, if these are a considered purchase and we are seeing a growth, what benefits can retailers expect when stocking these? “Ranging high-quality, multifunctional carriers is hugely beneficial for retailers appealing to modern parents.” Said Holly.

“For those always on the move, a good carrier that they can trust to keep their baby safe and comfortable whilst also providing maximum comfort for the wearer and the ability to adapt to different needs is a must. Carriers that can provide all of these criteria at an affordable price point make them an invaluable investment for retailers.”

Michelle feels that carriers are considered a must have item which can be found on the shopping list in preparation of the arrival of a newborn, stocking a good selection of carriers can only help drive sales in store. “More retailers are allocating increased space and prominence in store and we give full support to our stockists to enable them to have all they need to successfully educate customers on our products in store to encourage informed purchasing decisions.”

However, taking a look at our mini survey, one area that may need addressing is perhaps information to assist with the correct use of a carrier or sling. We asked Michelle whether she feels there is sufficient information available on the safe and appropriate use of a carrier or sling. “Education is essential in

“thTheanreeviser mbeorfore echsooice

pa rents can decide on th e best ca rrier for th e need s of th eir fa m ily an d lifestyle .

”

rent Michelle Smith, Close Pa

promoting the benefits of safe babywearing to both retailers and consumers.” Said Michelle. “We invest in educating retailers with training programmes and retail support and fully support sling libraries and grass roots practitioners in the invaluable work they do with parents and caregivers, along with our own educational support online and through social media.”

The survey says…

Nursery marketing specialists FanFinders surveyed 1200 consumers focussing on baby carriers and slings. Here’s the results.

Did you buy a carrier or sling?

Yes: 55% No: 45%

Was this useful to you?

Yes: 54.2% No: 45.8% Did you use this often in comparison to your pushchair?

Yes: 38.2% No: 61.8% Did you find it easy to use?

Yes: 54.5% No: 45.5%

Where brand names important to you?

Yes: 43.4% No: 56.6%

Did you conduct research online prior to purchase?

Yes: 64.8% No: 35.2%

MOBY Fit, the closeness of a wrap...

With the ease of a carrier.

Distributed in the UK & Ireland by Clever Clogs www.cleverclogstrading.co.uk /www.cleverclogs.ie

CLOSE ENOUGH TO KISSâ„¢

focus CARRIERS & SLINGS

It’s a wrap

Clever Clogs are very excited to bring the Moby brand of baby wraps to the UK and Ireland. As part of the brand relaunch, Clever Clogs will be revealing the brand new MobyFit! This simple wrap was a huge hit at the ABC Kids Expo in Las Vegas.

The MobyFit goes on like a t-shirt and tightens like a typical wrap, and because of its one-size-fits-all nature, the MobyFit is great for mums and dads of all body types.

“Clever Clogs know the UK baby wearing market inside out,” says Moby CEO Yann Boulbain “and have successfully launched major brands in this category. That is why we know our Moby brand is in the best possible hands”.

The new season Moby range features bold designs and exciting new fabrics.

With a wrap for all tastes, from those who love bright colours to the current monochrome nursery trend, Moby makes carrying easy and effortlessly cool.

Web: www.cleverclogs.ie

to Caboo Say helesslo in 2017, of their first printed carrier offering

Following the huge succ collection starting with their two Close are excited to be launching a new in May. Spring carrier designs, Fearne and Ava gineered for 2018 with different re-en The entire Caboo range has been n between each product, all specifically fabrics to allow for clear identificatio support. designed for comfort, wearability and complete new look with a stand out a has lite oo Cab lar popu very The rals which Close think parents are pointelle detail and easy to wear neut entry level offering. going to love and really elevates their .

All carriers are launching in May 2018 Tel: 01992 554045 Email: amy@closeparent.com Web: www.closeparent.com

Room to grow This innovative and stylish carrier offers practicality, comfort and elegant design all rolled into one, providing the ultimate solution for keeping your newborn close and safe whilst on the move. Suitable from birth up until 15kg, offers ultimate versatility, allowing parents to carry their babies in different positions, including parent-facing, on their backs or on their hip. The ergonomic structure has also been specially designed with the help of Chicco’s Osservatorio – its specialist baby research centre – to ensure that it offers maximum comfort and protection for both parents and babies. The International Hip Dysplasia Institute has also approved the Myamaki as a “hip healthy” product when used as directed and is marked with the IHDI logo on the packaging. The multi-function reducer can also be removed, in order to provide the best comfort for the baby and accommodate them as they grow.

Web: www.chicco.co.uk

46

nursery today

K

URE POSI TIO ENT DV

N

ROO POSI TIO GA AN

A

POSITION HIP

N

RE POSITIO PLO N EX

IP POSITI ON O-H TW

NO wrapping

3 simple steps to get started.

Easy fit The affordable Easy Fit carrier from Chicco is exactly as it sounds – easy to wear, easy to fit and easy to use! The clever design perfectly adapts to your body shape, allowing you to comfortably carry your baby close to you and putting it on has never been simpler as you simply pull it over your head just like a t-shirt. The ergonomic seat has also been specially created to keep the baby in the correct position at all times, whilst providing a comfortable and safe place for them to sit. The carrier also features additional support for the head and neck of the baby in those first few months and can then be easily adjusted to perfectly suit their shape as they grow from 0months to 9kg.

Web: www.chicco.co.uk

1

Place the carrier over your head.

2

Place one arm through each loop.

3

Lower the outer loop to your waist.

Tel: +44 (0) 1202 303 777 Web: www.2012ltd.co.uk

nursery today

47

focus CARRIERS & SLINGS

Take a seat

Hippychick have curated a large number of travel essentials, but it all started with the Hipseat. The original hip carrier has become a firm favourite among ‘faf ’ free parents. It is extremely easy to use, and is perfect for walks or days out when little ones simply cannot decide whether they want to walk or be carried! Just fit it tightly around the waist, and the back supporting belt will prevent the bending and twisting of the spine that occurs when carrying a child on your hip alone. The padded seat ensures a comfy carry, and it also absorbs the weight of the child from underneath. The Hipseat can be used from 6 to 36 months and is renowned for its durability, style and comfort.

Tel: 01278 43440 Web: www.hippychick.com/hipse at

All round comfort 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 their surroundings. The Carramio safely carries babies of 3.5kg to 9.0kg and meets UK & EU Safety Standards.

The Carramio retails at £30.99 is available in two colours - Black and Oatmeal.

Web: www.clippasafe.co.uk

48

nursery today

nd rrier is an ideal eal bBale The eid

by K’tan Baby Ca and award-winning t.

The innovativ sized to fit the paren and carrier individually ap es wr g, slin a of nd ble like a t-shirt and provid le-loop design, it slips on a like ct pa com d With its patented doub an ht eig ts of all three. Lightw ng the positions and benefi r, it offers multiple weari rie car d ure uct str a like e and rtiv po ble sup sha yet wa g, ne slin Machi to toddler (birth-35lbs). of er mb nu a in es positions from newborn com take on travels and to al ide is it e, saf yer tumble-dr ours. fabrics, designs and col asia Institute as a “hip International Hip Dyspl the Recognised by instructions, which sits used as directed in the proval and EU healthy product” when Sling Safety standard ap TM AS ’s nd bra the e alongsid ion. safety standard certificat Tel: 01202 303 777 .co.uk Email: info@2012ltd .uk .co an ykt ab w.b ww Web:

At every stage As education around babies’ physical and physiological development improves, we have seen a shift in motivators for purchase being dominated by comfort for wearer and baby; parents are now putting increasing importance on ensuring child safety through proper ergonomics.

Ergobaby works with leading medical professionals around the world, and across several areas of expertise. This helps them scrutinise they products through the development process to make sure they continue to deliver products of the highest quality and standard which support every stage of babies’ development.

Web: www.ergobaby.co.uk

THE

BABYSTYLE TROPHY A NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 20TH 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 the 27th 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.

retail TECHNOLOGY

Blogging is big business This issue David Fairhurst looks at why you should be a business blogger. ver since Google introduced PageRank, which counts incoming links to a page as ‘votes of confidence’ for that page, we’ve had major problems with spammers trying to game Google’s systems.

In simple terms, the more links you have coming from different websites to any particular page, the higher that page will rank for search phrases relating to the content on that page, so a whole industry of link and content spammers built up around supplying links to those willing to pay for them.

Unless you are Google, building links was seen as a perfectly valid technique for boosting rankings and many online marketers created content pages and got links any way they could purely for this purpose, but then Google started to seriously enforce their own Google Webmaster Guidelines rules on ‘link schemes’.

This has successfully killed off much of the previously rampant link exchange, link farm and forum spam industry that was blighting search results (so hats off to Google, as we all hate spam!) but has also made serious dents in legitimate marketing techniques like guest blogging, press releases and even news site content, but that’s a story for another day…

E

David Fairhurst Head of Creative Online Marketing - Intelligent Retail

Content is King Google still relies on external link signals for a fairly large part of the way keyphrase rankings are calculated, so if you can’t go out and buy, beg or borrow external links anymore, what do you do? The answer is to build content. Lots of it! Google relies on page content to determine what a page is all about and when I say ‘content’ what I really mean is text.

Have you ever wondered why Wikipedia pages rank so well in

Google absolutely craves fresh, unique content and if that content is supplied regularly and reliably then Google loves it even more.

Google? Yes Wikipedia has lots of incoming links, but the real ace up the sleeve here is lots and lots of unique, attributed and technically correct text which is both user generated and vetted. This means Wikipedia is trusted and gives Google a resource they can rely on, which is why google includes Wikipedia results in their own snippets at the very top of search results.

If this technique works for Wikipedia, it can work for you too.

Google absolutely craves fresh, unique content and if that content is supplied regularly and reliably then Google loves it even more. The really surprising thing is that this technique isn’t new, it’s been used for as long as the World Wide Web has existed and was originally the only way that pages were ranked in search engines, before external interlinking of web pages was considered as a factor!

Blogging to Win For retail websites, it’s not practical to re-write product and category descriptive text on a daily or weekly basis and to be honest, would that actually make any sense?

Whilst Google wants to see fresh, unique content, pages which already rank well would be damaged if

David Fairhurst Head of eCommerce, Intelligent Retail, www.intelligentretail.co.uk David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London

50

nursery today

content changes constantly so what you really need is to add more unique content and make sure Google knows you’re doing it.

This is where blogs come in. Blogs (aka Web-Logs, a kind of online journal) allow easy publishing of content to the web in a format which is easily read and shared.

The great thing about blogs though is that unlike static informational pages of content within a website, blog software like Wordpress automatically ping content services and search engines so that they know the content is there. If you have social media accounts then these can also be linked so that you can post automatically to these channels.

You therefore are guaranteed some sort of timely audience for the text that you write and this can have a dramatic effect on both search results and traffic to your website, if you have set up the blog in the right kind of way. I have successfully promoted pages within my employer’s website with blog posting alone, without doing any kind of external link building. The technique works and you can use it too!

I’m in! What do I do?

Setting up a blog for your business is easy, however setting up a blog in the right way to promote your retail website is maybe a little more involved.

First of all, consider where your blog is hosted. The absolute best practise for Search Engine Optimisation purposes is to host your blog in a sub-folder of your retail website (so site.com/blog) instead of a sub-domain (blog.site.com). This is

Image source, Pexels.com

usually on the same IP address, don’t count on those links meaning an awful lot nowadays.

Now you have your blog set up, go at it with real gusto! You are trying to create a community of like-minded souls who will hopefully see you as the go-to destination for all related material, hopefully purchasing some of your products along the way, so throw your expertise into everything you write.

Blogging is all about creating content which real people will want to read, so this is your chance to really show your knowledge on the subject and give opinion, theory and even conjecture. Some of what you write will be well received, some will provoke controversy, but that’s OK because as a blogger, what you really want is for people to get involved and comment, even question what you are saying.

because Google regards a sub-domain as a separate entity, any content added to a sub-domain does not affect the overall standing of the main domain.

Traditionally sub-domain blogs used to provide useful links in their

own right, so linking a blog post on blog.site.com to site.com provided a link that Google would follow and count as an external link, but as Google knows that both the blog and the main site are related and are

User Generated Content Blogging has the side-effect of getting more pages indexed in Google for your website, this in turn means that you are much more likely to get links naturally. In general, well written

content pages are liked by Google and are much more likely to be shared, referenced and linked to than product and category pages within an eCommerce website, so the fact that you have gone to the effort of writing blog posts means that what you are actually doing is promoting linking, increasing search engine traffic and also giving visitors to your retail website the re-assurance that they are dealing with a real person when making purchasing decisions – a factor to consider when you think that many online retailers don’t have a physical ‘bricks and mortar’ store.

The fact that you are not only allowing but positively encouraging blog readers to comment on your blog posts means that you are enforcing your position as a real, trustworthy entity and also you are stealthily adding even more indexable, fresh content into the bargain (without you actually having to write it yourself – bonus!)

If you are convinced, then get talk to your friendly web developer and get a blog for your business. If you are not convinced then think on… estimates say there are around 160 Million blogs online in 2015, can all those bloggers be wasting their time?

nursery today

51

Sponsored by

new!

ie a Fupottdg Donaneetern gie’st seem Budgling y training his toddler son, former with ity like ed for wha After strug e Simon Harris had a fun idea.

French and IT teacher and dad of thre so I a little bit slow with his potty training “My three-year-old son Luke has been gie.

Fud A e Don gie’s Bud help him, called Little decided to write a little story to try and y reall he ent zem ama my to go, however “It’s a little bit ‘out there’ as far as titles g and my Budgie has helped him to keep tryin Mum how and gie Bud e Littl identified with get there in the end.” and more ing, with Luke feeling more confident Seeing the progress his son was mak too. nts pare w fello for t grea could be like a “big boy”, Simon thought this are doing, paring to how their friends children com be can nts pare n whe time a At ol in the scho pre with aps wearing a nappy and perh being noticeable at an older age for er. answ fun the be d coul gie.’

Done A Fud not too distant future ‘Little Budgie’s gie.co.uk Web: www.littlebudgiesdoneafud

Rain or shine

Easy to go

Mum 2 Mum fans will be delighted to hear the brand has added a range of out and about products to its collection, designed to keep little ones clean and protected come rain or shine.

Brand new for Spring 2018 are the Mum 2 Mum Wet Bags, All in One Rainwear, and Animal Kiddie Towels. The Mum 2 Mum Wet Bag is perfect for transporting wet or dirty

Easigro babygrows have been designed and developed with no poppers, no zips or fasteners, to take the hassle out of changing babies.

For stress-free quick dressing and nappy changing, improving the whole parent child changing experience, whether you are in a hurry, in the middle of the night, or struggling with tricky poppers and buttons.

Easigro is the brainchild of inventor and grandad Ray Pitman. His team boast almost 100 years experience in the clothing and textile industry, working for and supplying the main high street retailers.

Available in sizes 0-3 months up to 18-24 months in a variety of colours and designs.

Tel: 07791 013423 Email: easigrouk@gmail.com

the family Grows with a new, adaptable, multi-combina-

Introducing ARLO, tion pushchair from Tutti Bambini, which is designed to grow with the family. It offers a choice of two chassis colours and five accessory pack colours, (Charcoal, Midnight Blue, Liquorice, Poppy and Oatmeal), allowing full customisation of the pushchair to suit personality and style.

This new-to-the-market pushchair already holds a number of accolades, including Platinum in the Loved

by Children Awards and Shortlisted in the MadeforMum Awards.

ARLO features a lie-flat seat unit, which is suitable from birth. It can be used as a single pushchair or can be adapted to fit twin and tandem combinations with a number of options including tandem seat units, carrycots or car seats. The functionality of ARLO makes it the perfect selection for everyone.

Tel: 0208 368 5800 Email: enquiries@tuttibambini.co.uk

52

nursery today

belongings. Fully re-usable and waterproof with a zip & domed strap. The All in One Rainwear is soft and comfortable with a 100% waterproof, breathable PU coating. Available from 12 – 24 months, for the littlest adventurers, it allows plenty of space for warm layers underneath and room for growth. Whilst Animal Kiddie Towels provide a generous cover up for children aged 1 – 6 years whether at the splashpark, swim lessons or beach.

All exclusively distributed by Baby&More.

Tel: 0333 014 4242 Email: Info@babyandmore.co.uk

new!

Sponsored by

Going to the zoo, zoo, zoo… ction includes a wide range of signature

Skip Hop’s Zoo Colle cter to animals, so children can choose their favourite chara to ime mealt from day the ghout throu keep them company bed-time.

Luna New to the Zoo Crew for 2018 are the loveable rd. These Leopa on Lond lively and Llama, the bold Bailey Bat s heroe g existin the join family Zoo the to latest additions Cow. and including Unicorn, Monkey, Owl, Giraffe d The Zoo Collection is one of the largest non-license g rangin cts produ with items, r toddle of lines character-driven ime, mealt of from backpacks and raingear to a wide assortment a toddler’s on-the-go, home and bath products that promote rd is Leopa on Lond . nation imagi independence and drive Bailey Bat . bottle Straw and ie Lunch ack, Backp in now available Lunchie ack, Backp in and Luna Llama will be available in June and Strawbottle.

Providing peace of mind

WHL Europe are excited to announce two new breathable Purflo products: Purflo’s ‘Keep me close’ Breathable Bedside Crib (with stand-alone option) attaches easily to a bed using a drop side rail connection system with six-height adjuster. The clever incline option raises one end to help ease congestion in the event of colds or reflux. Breathable, air-permeable, anti-bacterial and hypoallergenic, making it a safe and clever choice.

Purflo’s Breathable Nest Maxi is a portable soft surface for babies aged 6-36 months. It’s lightweight and assembles easily, with a breathable mesh mattress, air-permeable sides, waterproof inside base and is anti-bacterial and anti-fungal providing a hypoallergenic, breathable and chemical free place for baby to sleep.

Web: www.purflo.com

Email: ukoffice@skiphop.com

r y Wea y Bab Luxolour with a variety of expertise and hers mot of p grou a by d was develope

Petite Picc ucts at an to design reusable, high quality prod background, all with the same idea, their of ront foref the at g bein welland th affordable price, with their baby’s heal minds. lin. e from 100% prewashed cotton mus All the products are natural, and mad wetness, rb abso that ics fabr le thab brea of tion The Petite Piccolo range offers a selec tile. versa and al ction i-fun mult both are but swaddle blankets, the Luna blanket, with s start olo Picc e The launch of Petit muslins and hooded towels.

Email:alisha@petitepiccolo.com Tel: 020 8533 7800 Web: www.petitepiccolo.com

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

nursery today

53

BPA notice board

Jolly good show 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.thebpa.eu

The Baby Products Association once again enjoyed prominence at Harrogate International Nursery Fair this year, with the show providing the platform for its annual industry awards, seminar programme and its new membership service – a partnership with Trading Standards.

The Concept & Innovation Awards winner was announced as Lee Cowan and Dean Mortimer of sandsliders – a simple yet innovative product to allow pushchairs to travel across unstable ground such as sand and gravel. Lee’s product was displayed on the Concept & Innovation Award stand at the show and attracted a significant amount of interest from retailers and buyers.

The two finalists for this award were Charlotte Lonngren with a Secure & Seen Playpen, which is a stylishly designed playpen for the modern home with suction feet to secure it to wooden and laminate floors and panels to allow a clear view. Also, Anita Hill with Comfyse Cushy Cushion to provide comfort to woman following difficult births involving bruising and stitches.

The awards were sponsored by law firm 3Volution and presented by Sara Ludlam of the company. The winner and each finalist will receive free legal advice to help in the launch of their products.

Best of the bunch

The Baby and Nursery Trade Awards (BANTAs), sponsored by Nursery Today, always cause a bit of excitement at Harrogate as they recognise products which industry expert judges consider to be among the best at the show. There were four categories this year – Travel, Nursery, Home and Best New Product and new exhibitor Roma Prams scooped two winning awards for its Moda 3-in-1 travel system and Capsule Travel Stroller. The judges were impressed with the stylish design and relatively low price point of Moda and awarded it top prize for the Travel criteria. The Capsule Travel Stroller won Best New Product – commended for its super compact and lightweight design, extremely easy fold and option of transportation in over head lockers of most airplanes.

The winner of the Nursery Category was OBABY with its Stamford Furniture Collection with judges choosing it because the range is an affordable, traditional sleigh room set with multiple colour options including an independent retailer exclusive; whilst the winner of the Home category was The Red Kite Baby Co with its Jumparound Jungle play system. Full details of highly commended products can be seen on the website at www.thebpa.eu

Leading subjects

The Association’s seminar programme was well attended, with a selection of speakers including leading market research company GfK which gave an interesting presentation about the current baby products market. This demonstrated a significant

54

nursery today

increase in the level of consumer online spending for nursery products in the last year compared to spending instore. Around one-in-three purchases are now made online compared to one-in-four for the same period last year.

Also significant was the type of spending, which showed a dramatic drop in sales of baby products in the first few months of 2018; and that whilst spending on lower price point products has dropped, higher end items such as car seats, pushchairs and baby monitors have experienced growth.

Another seminar given by The Insights People entitled ‘The Super Informed Parent’ explained how Google has now become a major influence in purchasing decisions for new parents, and is used to find product information, reviews and the best price. It also clarified that, with the large majority of new mums aged around 30 years old, with established lifestyles and higher incomes; they are interested in spending money on quality time and experiences with their babies and children such as days out and holidays, rather than spending on products.

Sara Ludlam of 3Volution explained the ins and outs of the new General Data Protection Regulation (GDPR) which comes in to place in May. She allayed fears many companies have, that they don’t understand the regulation properly and if they don’t comply correctly, they may be subject to heavy fines. However, Sara explained that if they can demonstrate that they have put measures and procedures into place, but still get things wrong, the Information Commissioner’s Office (ICO) is more likely to work with organisations to help them comply than issue heavy fines.

For those who want to understand more about GDPR, Sara will be attending the Association’s AGM in June to explain this further. More information will be issued nearer the time.

New membership benefit

The Baby Products Association has partnered with Nottinghamshire Trading Standards to provide an-Assured Advice Scheme; a government promoted service. This means that companies, through the Baby Products Association, can receive advice, for example, about their product’s safety; whether it meets the requirements of the relevant safety legislation, with an interpretation of these if required provided by the Nottinghamshire Trading Standards. The Assured Advice, if followed, helps protect the company from challenge or different interpretation by other Trading Standards departments in England and Wales.

Chris Elgenia and Tim Watson of Nottingham Trading Standards were on hand on the Association’s stand at Harrogate to talk to companies individually about such issues and explained how they could help.

For more information about this service, contact Julie Milne at julie@b-p-a.org

Buyersdirectory

Coordinated Bedding

Baby Shoes

Distributor Baby Clothes • Caroline Jane International ltd • Dandelion baby clothing • Spanish design pastel babywear • Designed in the UK • Manufactured in Portugal.

• Garments essential for all seasons • Made from 100% Cotton and gorgeous Knitwear.

Telephone: 01908-690726 / 01455-844469 Email: sales@dandelionclothing.co.uk Website: www.dandelionclothing.co.uk

01473 228862 www.ardega.co.uk sales@ardega.co.uk

Innovative Nursery Products • Baby Monitors • Feeding Accessories • Home Safety • Sleep Products • Travel Accessories • Bedding

Textiles

Textiles

Ambassador Textiles are a major supplier to the Nursery manufacturing industry, we stock an extensive range of top quality Baby Care fabrics in popular pastel colours:• Soft & Cuddly – Velboa, Dimple, Stars and Coral Fleece Circles • Cotton Waffle & Cotton Interlock • Moisture Absorbing – Bamboo Towelling & Woven Towelling • Lightweight & Pretty – Dobby Spot Polycotton & Brodierie Anglaise • Warm & versatile – Anti Pil Fleece Our Anti Pil fleece range has over 50 colours and 20 prints which can be made to order into Fleece Blankets in Cot, Pram and Picnic Blanket size (minimums apply) Visit our website to view the full range at www.ambassador-textiles.co.uk Or contact our experienced helpful team on 0161 624 4167 info@ambassador-textiles.co.uk

Wholesale

UK Distributor and Wholesaler ■ Huge selection of products ■ Exclusive European Brands ■ Small and new businesses always welcome

■ Drop ship service on all products!

■ Very helpful and friendly team ■ Online ordering 24/7 Register now for hassle-free online account or contact us to request more details

www.supremebaby.co.uk sales@supremebabyproducts.co.uk 01202576685