Nursery Today April 2019 by Lema Publishing

APRIL 2019 ISSUE 7 VOLUME 22

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contents

Contributors

Re g ul a r s

the team

APRIL 2019 ISSUE 7 VOLUME 22

News file Retailer Pro 12 p Talking Sho 35 apshot Supplier Sn 48 cts New Produ 57 roducts The Baby P 58 n Associatio

Anthony Temple talks about why The Baby Show is an important part of the businessâ&#x20AC;&#x2122; marketing calendar.

Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Barking Mad This issue John Barker takes a look back at Harrogate International Nursery Fair.

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Ross Hewitt Donâ&#x20AC;&#x2122;t be detached from your digital marketing needs.

The Insights People Jenny Kieras asks if we know and understand the ABC demographic of our current generation of new parents?

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

SnapDragon Part two of an exclusive three-part series for Nursery Today, Rachel shares her hot tips on considering the dangers of cheap knock-offs, to practical advice as to how brands in the nursery sector can protect themselves online.

Circulation Robert Thomas robert@lemapublishing.co.uk

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Lema Publishing Ltd

Rainbow Designs

Cover Story 14

Ergobaby Ergobaby introduce their ErgoPromise 10-Year Guarantee.

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

Features

www.nursery-today.co.uk

Carriers & Slings

Compact Folds

Sun, Sea & Sand

Star Status

Show Review 26

Round up of Harrogate International Nursery Fair

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Stars of the Show

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THE

BABYSTYLE TROPHY A NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 21TH 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 Tuesday the 25th 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.

editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag Instagram: nurserytoday he doors to Harrogate International Nursery Fair closed last month to what can only be described as another successful event. Naturally, being our April issue we look back and bring you our annual review of the show. For those in attendance it proved incredibly worthwhile, w with business being steady across the many m nursery categories that were on display. R Retailers and buyers who turned up to support the s show left feeling positive about their chosen p product lines for the months ahead. There were lots of interesting new products on display with many leading brand names in attendance. Silver Cross, for example, after being absent for a number of years, returned refreshed with a stunning new car seat range. Of course, it wasn’t just Silver Cross that launched new products this year. I’ll try to cover as many as possible here, but there really were so many, it will be hard to do - so apologies to all those not mentioned. For example, UPPAbaby were proud to launch their stunning new Mesa i-Size infant carrier, Babymoov unveiled their beautiful orange baby nest for the first time, Micralite also showcased new products, featuring their DayPak changing bags, 3in1 Sleep&Go Travel Cot and their new compact fold ProFold. Baby Dunlopillo debuted their first cot mattress c collection and while on the subject of mattresses, O Obaby also gave visitors the opportunity to see their n moisture management mattress, which is new ssuit suitable from birth. C CuddleCo brought to life their new compact fold the Hamilton which also scooped a BANTA award after wowing judges with its magical fold and visitors to the Peg Perego stand were introduced to the Prima Pappa Follow Me h highchair. Of course, we can’t not mention BabyStyle, w who introduced new colourways for the egg and aalso unveiled their latest product, the Hybrid 2. C Can I also say a huge thank you to Andy Crane aand the entire BabyStyle team for their fantastic h hospitality at their Gin Party on their stand after th the show closed on the first day! It proved to be a small world over at Bebecar, wh h visitors were not only introduced to new where fab fabrics, but also to their lovely dolls pram collection and over on the Redkite stand, retailers were offered demonstrations of their new travel system, Push Me Savanna.

Visitors this year to Harrogate were a mazed at the level of new product, proving that innovation continues to grow within the nursery sector. Not to be left in the dark, Cosatto showcased the latest member to their travel system range with the Wow XL Joie proudly displayed their new i-Spin 360 i-Size car seat, Versatrax pushchair and a new entry point i-Size infant carrier, the i-Snug. As I said, this is just a sampling of new products that were on display and it is little wonder that visitors this year to Harrogate were amazed at the level of new product, proving that innovation continues to grow within the nursery sector. For a superb roundup - to either refresh your memory, or to see what you missed, turn to page 26, where you’ll find all the information. Next year’s dates have also been announced - make sure you pop 29th - 31st March 2020 into your diaries! And there’s more! This issue we also carry a number of product features for you to take a look at. This month we focus on Baby Carriers and Slings (page 16), Compact Folds (page 40), Sun, Sea & Sand (page 52) and Style Status (page 50). Finally, you will have noticed that we feature Ergobaby on our front cover this month. Take time to read our Cover Story starting on page 14 whe they announce their new ErgoPromise where 10 year guarantee.

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news Natural choice

Independent nursery retailer, Natural Baby Shower, have won the Positive Social Impact Award. Natural Baby Shower are delighted to announce that they have won the Positive Social Impact Award for their on-going dedication to making a positive impact on the local area and environment. The award not only recognises their continued efforts to reduce their own carbon footprint, offer environmentally friendly products and work with brands that have ethical values, but also their new partnership with Stripey Stork, a charity supporting families who are experiencing hardship by gifting baby essentials rather than sending them to landfill.

Summer Infant rebrands Summer Infant has rebranded as SUMR Brands. “We now have brands for multiple consumer demographics, retailers and channels,” said CEO Mark Messner. “We’ve just begun executing our new ‘family of brands’ strategy and continue to develop products that address the needs of a wider variety of consumers.” Current SUMR Brands are Summer, SwaddleMe and born free. The “Summer” name has been rebranded to more accurately reflect its wide variety of product offerings. Its promise to consumers is “Baby has you. You have us.” Tel: 01442 505 000 Web: www.summerinfant.co.uk

Free the feed Across London people have been taking pictures of a peculiar sight – massive, inflatable breast balloons perched on rooftops and roadsides. The giant installations are part of a campaign called #FreeTheFeed d (launched in 2017 by Ana Balarin, Executive Creative Director, Mother London). This year, Elvie, a U.K. based femtech firm, joined forces with Mother London to “empower women to feed their babies when they want where they want!” The Elvie Pump is distributed in the UK by bébélephant: www.bebelephant.com Tel: 0844 858 9792.

HotTea Mama, ÏkÌÎkAÌY «A åÌ y Ì ÏkÀ c Whole leaf teas for all stages of pregnancy and motherhood. The perfect gifts for pregnancy, baby showers and every mother. HotTea Mama is passionate about supporting women. It’s made by mums, for mums.

www.hotteamama.com

@hotteamama

Available to stock in all UK and international retailers, UK distribution supported by Bebelephant.

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Babymoov awarded gold status For the second year running, Babymoov are taking a lead in the baby monitor category after being awarded Gold for Best Baby Monitor in the MadeForMums Awards 2019. The winning monitor, the YOO Moov operates with the most advanced nursery technology on the market currently with a full 360° camera, controlled from the wide screen, wireless parent unit. Despite coming up against competitive bigger brands in the awards category, YOO Moov came out on top with its sleek motorized technology, excellent picture quality, colour and night vision, instant camera response as well as additional built-in bedtime features To stock or find out more about Babymoov’s award-winning monitor, contact Victoria at sales@babymoov.co.uk

Graco gets a social life

Graco is breathing new life into its UK marketing presence and product portfolio. Known for its safe, reliable products that are value for money, Graco UK will be the same great brand but with a new energy and excitement. Graco UK has launched a new website – www.gracobaby.eu – to showcase its award-winning range of products. The new website will provide advice to new and existing parents on how to pick the perfect pushchair, car seat safety, and how to soothe your baby via visual signposting, informative copy and short films. Graco UK is also launching on social media by encouraging parents to become part of the #GracoCrew – likeminded parents navigating the LOLs and the lows of parenting together, supporting each other through it all. The brand will be making a statement on Instagram (GracoBaby_UK) and Facebook (GracoBabyUK).

Best Buy status for Cybex Cybex has strengthened its presence in the nursery industry after receiving multiple awards and a Which? Best Buy for its compact pushchair, the Eezy S. The Eezy S has won numerous awards, including the Loved by Parents Award for Best Lightweight Stroller and Best Innovative Stroller, and the Best Baby and Toddler Gear Award for Travel Stroller over £200. The latest Which? review recognises the Eezy S for its compactness and described it as a ‘good ride on all surfaces’ and a ‘practical choice for everyday use’. Luke Burns, GM at Cybex, said: “We’re really proud that the Eezy S pushchair has been recognised for its adaptability and parent-friendly features. At Cybex, we understand that it can be difficult for parents to find a second stage pushchair that is ideal for city life, compact enough to be easily stored away while also being lightweight and suitable for travelling.” For more information, visit www.cybex-online.com

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news Heading to the Baby Show? Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, talks about why The Baby Show is an important part of the business’ marketing calendar and how it supports and enhances brand reinforcement for customers. s we head into April and May, another round of important trade shows begin with AIS and Toymaster. However, we are also heading to The Baby Show at the NEC in Birmingham again this year, a show that is fast become an integral part of our marketing calendar. This consumer show allows us not only to meet and engage with our ultimate customers and the end users of our products but also to witness first hand their reactions to our brands and product formats. The Baby Show primarily offers us first hand consumer research that provides valuable information and insight to aid and equip, not only our sales force, but most importantly our product development team ensuring that our future products are both on trend and sought after. Attended by mums, dads, grandparents and parents-to-be, the event provides us with an opportunity to engage with our ultimate target market and reinforce the brand loyalty of our properties that many of this audience know and love. Most consumers have a brand or character preference, or a loyalty based on their own childhood favourites and at the Home of Classic Characters we have embraced this. One of our core focuses is to create product ranges that grow with baby through both the ages and stages of their development – from birth through to pre-school years. A prime example of this is our Very Hungry Caterpillar Collection where we have built on our successful developmental range, that supports children up to preschool age, and this year we have launched the new Tiny and Very Hungry Caterpillar collection that focuses on the newborn and infant stage with nursery toys and essentials. The Baby Show provides customers one of the only opportunities to see the collections of some of these much-loved brands in their entirety and how a brand can play a part all the way through a child’s early years. Consumer awareness of available product is extremely valuable and lucrative, and this is something that retailers, as part of a long term customer retention strategy should definitely be looking to capitalise on.

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Rebrand for Shop Direct announced Shop Direct group chief executive Henry Birch has announced that the business will rebrand to The Very Group this year. Birch was talking at Retail Week Live. He also confirmed there are no plans to close Littlewoods, saying, “It is a robust and well-loved business that, if you took out of Shop Direct, would be the 11th or 12th pure play retailer in the UK. But Very is our powerhouse and continues to perform above market growth, and that’s why we are going to rebrand Shop Direct to The Very Group this year.” Shop Direct operates the Very, Littlewoods and Littlewoods Ireland online-only retail brands, but says Very.co.uk is its major money maker, generating around £1.4bn and an average of more than one million visitors to the site each day.

Channel your inner super hero

A rather “super” collection of brand new Bumkins Bibs join the extremely successful Bumkins range at Hippychick. Little ones think they are playing dress up instead of keeping clean whilst in their highchair with these cool DC themed bibs. Batman, Wonder Woman and Superman dress-up bibs are available in sleeved and super bib style so there is something for everyone. Supremely practical, the generously sized bibs are soft, lightweight and completely waterproof. For more information contact Mike Bird on 01278 434440 or mike.bird@ hippychick.com

Jumping for ‘Joie’ at HTI HTI Group has signed a new deal with the fastest growing nursery brand in the UK, Joie, to produce a range of prams and pushchairs for children’s dolls. The three-year global deal with the multi-award winning nursery brand has been in the making since 2017 and included an early roll out phase with Argos. The range includes a number of replica prams which look just like the real thing including the Joie Jr Litetrax pushchair, Joie JR Chrome 3-in-1 Pram, and the Junior Pact. They have been designed to be matching replicas of the real thing for the child’s favourite doll. HTI continues to increase its market share and develop its category dominance. Joie further strengthens this growing portfolio of dolls prams and pushchairs across leading nursery brands, licensed and own brand ranges. David Welsh, Managing Director at Joie, said: “It’s great to see our award winning products be recreated in a small, friendly format for children across the world to play with. HTI was a natural partner for us, with their industry experience and ability to create quality products, it made the whole process very easy. We’re excited to see how things grow over the next three years and can’t wait to see little boys and girls across the country interacting with the products.”

Kidsme JPMA finalist The Kidsme Food Feeder is selected as a finalist in 2019 JPMA Innovation Awards. Kidsme are excited to announce they are a finalist for the 2019 JPMA Innovation Awards with their Food Feeder. They would like to thank everyone for their support and encouragement and will continue to do their best in spreading their ‘Connecting Feeding’ philosophy to the world.

Email: info@kidsmebaby.co.uk

WHL proud of multiple accolades

Purflo’s Keep Me Close Bedside Crib won not one, not two but three key Industry Awards for 2018/2019, proving that it is the market leader and must-have sleep solution for babies and parents. Winning Gold in the 2019 Best Cot, Crib or Moses Basket category in the Mother & Baby Awards, Gold in the Junior Design Awards, Platinum in Loved by Parents award and Bronze in the Mumii Best Baby and Toddler Awards, has got 2019 off to a golden start for the team at WHL Europe (owners of purflo, Pink Lining and Koo-di). Pink Lining also had a wonderful year, with the Wonder Bag winning: Gold in the Mumii/Best Baby & Toddler Gear awards (Best Changing Bag under £75 category) Silver in the Mother & Baby changing bag category, Platinum and Silver awards with Loved by Parents, shortlisted for the Junior Design Awards. Web: www.whleurope.com

Reducing landfill impact

This year’s ‘Global Recycling Day’ on 18th March saw a huge leap forward in JMDA Design’s mission to raise awareness of reducing the impact of child car seats on landfill sites worldwide. With help from EMR, one of the world’s leading metal and plastics recyclers, 30 car seats were crushed in cars for recycling. The metals were separated for reuse and the plastics were sent to EMR’s plastics division, MBA Polymers, to create plastic pellets that can be used in the production process. JMDA design is a leading global design company specialising in the design of children’s car safety seats. It is estimated that around 250,000 children’s car seats reach their end of life every year in the UK and over 90% of these are sent to landfill. JMDA announced in July 2018 their commitment to reduce the number of units entering landfill. For more information about the new child car seat recycling scheme that JMDA and EMR have developed, please call +44 (0) 1386 426100, or email marketing@jmda.co.uk nursery today

focus DOREL

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retail

SMYTHS TOYS

The baby room Smyths Toys are well known as a leader in the toy retail sector, however they are growing rapidly within nursery. Having recently launched their latest nursery catalogue and new digital app platform, Penny Franks had the pleasure of questioning their Head Buyer for the Baby Department, Iwona Lozyca, to find out more. You state you are the fastest growing toy retailer in the UK and Ireland, do you envisage this to also be reflected with regard to nursery? Yes absolutely. Nursery forms an integral part of our business, so we envisage an exciting future and continued growth for our Nursery department.

The 2019 nursery catalogue has just been launched - how will you communicate this news to your customers? We celebrated the launch of our new baby catalogue by offering our customers £10 off every £50 spent on ALL Baby products! This offer was valid in-store and online at from March 15 until March 21 inclusive. We communicated our impressive new range which includes even more of your favourite baby brands and an expanded premium range of car seats, travel systems and strollers through email campaigns, social media, web banners and numerous other partnerships within the UK and ROI. We have our new catalogues distributed to each of our stores, so they are on display in store where you can pick up a copy to take home. We also communicated heavily through our Facebook page Smyths - The Baby Room hosting seven days of competitions on the lead up to our launch. This online community was created to connect people and help make life a little easier. Our Facebook group has exclusive money-saving offers and promotions for group members plus news about the latest products to arrive in-store. You can get to know other members of the group too by sharing your tips, including product reviews and recommendations. 12

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This is also now available digitally, how important is this to your business and what are the benefits to both yourselves and the consumer? Having a digital version of our catalogue was extremely important to us this year. You can browse the catalogue online or download the full catalogue to your phone or tablet and then shop to your heart’s content. The 88 pages are crammed full of the latest baby and toddler products, including everything from cots to car seats. You can simply click through to buy, with prices that update automatically, so you’ll always know exactly how much things cost. You can even share your favourite items with friends. When you find what you’re looking for, simply add it to your shopping basket and check out.

Is there a notable differencee between purchases online compared to in-store?

N Nursery is an incredibly eemotive sector, how will you manage customer expectation? m

“ Wtiec hateavema on fantas hand here at Smyt hs Toy s w ho are constantly mon ito rin g th e latest tren ds , produc ts an d in no va ti on in ba by an d nu rsery to en su re w e stoc k th e best rang es . ”

We aim to provide a platform for all retail options for our customers. All customers are invited to visit our stores and purchase there but we also need to accommodate the growing trend for online shopping. There is no doubt that online shopping is on the rise, but we have a strong in-store customer base. At Smyths Toys we have an exciting range of options to suit the needs of our customer base. You can get all your baby essentials straight to your doorstep with next day delivery when you shop online, and FREE home delivery for account holders. And, with one hour click and collect, it’s easy to check stock and reserve items to pick up in store.

W our new and exciting range for 2019 With we believe that we have brought together a w ccore range of products that will both excite tthe customer in terms of our product range aand also satisfy the customer’s eexpectation of great value. We know how important it is for parents when choosing im tthe right products for their little ones, so we rreally bear this in mind when selecting products to add to our fantastic range. We p aalso offer free car seat fitting by our trusted aand trained baby experts instore.

H How important is it to your b business to ensure that all staff s are trained correctly with regard r to product demonstration? d O Obviously we need to ensure that our staff aare trained in order to showcase our products to our customers. Car seats in p particular require a specific level of p

knowledge, so we ensure that all our baby room staff receive certification from our regional trainers. We also run our annual road show where we invite the stores to come along and view our new range of product as well as meet the suppliers. This provides a great opportunity for training as well as giving our staff access to suppliers where we have an open Q&A forum. We also offer free car seat fitting to our customers from our team of certified Baby Experts.

Are you brand focused with regard to your current selections? We aim to provide a range of product to suit all customers’ needs. Most of these are recognised brands such as Joie, Britax, Silvercross, Graco, Baby Elegance, to name but a few but we also feature newer brands to the UK market such as Babyauto and Ickle bubba. Ultimately, we will need to stock what our customers want so this is always at the forefront of our selection process.

choosing a car seat. Our wheeled range also enjoyed a bumper year last year and we believe that we have an offering that will surpass expectations for 2019.

How do you source nursery brands/products for your stores? We visit the Nursery toy fairs each year as well as consistent interaction with our suppliers who always have their ear to the ground and are ready to share what the customer wants. We also meet face to face with our customers yearly to gain insight on their demands and needs. This reflects our plan for the year.

Do you attend any specific nursery trade shows, either here in the UK or abroad? We visit numerous trade shows and fairs throughout the year in both Ireland and the UK and also in Cologne. We love going to these shows as it gives a great insight into what is coming next year and what brands/products to watch out for.

Do you have a hero brand or Have you led any in-store product that is an absolute activities that have helped must for your business? boost sales? We work closely with a lot of great brands but recently Joie has become a real hero brand for us. They really show a commitment to quality, safety, style and all at a very competitive prices which make the range desirable for our customers. All our brands trade very well for us and any lines that don’t perform we replace with new and more exciting products. Our Babylo range is also proving to be a huge success with our Panorama and Cozi sleeper just two of our hero lines for last year and we expect similar success for 2019.

Is there a particular nursery product category that performs exceptionally well for your business at present? Car seats form a large part of our nursery business and we have achieved significant growth over the last number of years with great products but more importantly great people on the sales floor to help our customers understand what’s best for their baby when

Yes. We have had great success with our check it fits car seat promotions where we engage with customers on car seat advice and fitting. We have in store activation throughout the year in line with our promotional cycles whether it’s in store character appearances, store parties or just recently we had an event for Barbie’s 60th Birthday.

Are you looking to increase the nursery arm of your business? We are always looking for new and exciting ventures for our nursery department. At present we have a nursery department in each of our stores as well as our Baby Room section on the Smyths Toys website. We now also have our online digital baby catalogue which offers customers the option to shop directly from the catalogue so we feel that we can continue to enjoy the growth and success of our baby room and continue to look for new and innovative ways to satisfy our customers. nursery today

cover story ergobaby

Introducing the ErgoPromise 10Year Guarantee

It’s a promise rgobaby, the award-winning maker of ergonomic baby carriers, announce that all Ergobaby carriers will now come with the ErgoPromise 10-Year Guarantee. Ergobaby stands behind the quality and durability of its carriers, and if there is a manufacturing or material defect within 10 years of purchase, Ergobaby will replace the carrier at no charge. For over a decade, Ergobaby has continuously innovated to meet the diverse needs of all parents looking for a comfortable and ergonomic carrier. During that time Ergobaby has listened to feedback from parents and industry experts to continue to improve and evolve their carrier designs, while staying committed to being a leader in comfort and safety. Ergobaby currently has five soft structure carrier styles including: Original, Adapt, 360, Omni 360 and Cool Air Mesh plus the Aura Baby Wrap. All of which are covered by the ErgoPromise 10-Year Guarantee. “Through the years, families have chosen Ergobaby for carrying their little ones safely, comfortably, and happily through life’s adventures. It’s an honour and responsibility that we take very seriously,” says Margaret Hardin, CEO of Ergobaby. “That’s why we have introduced the ErgoPromise 10-Year Guarantee. As families grow, Ergobaby’s quality products will be there every step of the way.”

Carry with Confidence

Ergobaby carriers have received numerous awards for their ergonomic design and comfort for both parent and baby, most recent awards include the 2019 MadeForMums “Baby Carrier Over £130” Gold for the Omni 360 and Bronze for the Omni 360 Cool Air Mesh. Ergobaby’s most versatile carrier is the Omni 360 which offers four carry positions and enables parents to quickly and easily switch baby to face out, or in while on the move. The Omni 360 Baby Carrier adjusts from newborn to toddler (7-45lbs), without the need for an infant insert. The Ergobaby Omni 360 supports baby in a hip-healthy “M” shape position, at all stages and in all positions including outward-facing. Additional features include lumbar support waistbelt, extra cushioned, crossable shoulder straps, and a large, detachable storage pouch. The Omni 360 is also available in Cool Air Mesh, the same versatile design made with supple

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yet durable 3D mesh. This unique Cool Air carrier is ideal for warmer temperatures and active lifestyles, as the mesh panel ensures parent and baby are kept cool and comfortable at all times. The soft and supportive Aura Baby Wrap is made from lightweight and breathable fabric which is soft on baby’s skin and is ‘one-size-fits-most’, ensuring comfort every step of the way for parent and baby alike. The Aura Baby Wrap received the Silver award in the 2019 MadeForMums “Sling/ wrap” category. The Omni 360 Carrier and Aura Baby Wrap have also both been awarded a Which? Best Buy for Baby Carriers and Slings in June 2018. All Ergobaby carriers have been recognised by the International Hip Dysplasia Institute (IHDI) as being “Hip Healthy” products.

The Ergobaby Story

Founded in 2003, Ergobaby is dedicated to building a global community of confident parents with smart, ergonomic solutions that enable and encourage bonding between parents and babies. Ergobaby offers a broad range of award-winning baby carriers, swaddlers, nursing pillows, strollers and related products that fit into families’ daily lives seamlessly, comfortably and safely. The Ergobaby brand was launched by mother and clothing designer Karin Frost. Living in Maui she was searching for a baby

carrier that would allow her to enjoy her active outdoor lifestyle and daily routine without having to sacrifice precious bonding time. After trying seven different carriers with varying degrees of success, Karin developed her own soft structured carrier. With that early design, she went on to influence the safety standards by which all carriers are now made and to revolutionise the way babies are carried.

Why Choose Babywearing?

Allowing parents to keep babies safe, comfortable and happily in close contact, babywearing has numerous physical and emotional benefits for babies’ development. Babies are carried for nine months when parents are pregnant but when baby is born, it’s a whole new world for them. Luckily babywearing reinstates that closeness again, while also providing numerous benefits to development, both physically and emotionally. The first few months after birth is called the ‘fourth trimester’ - and for good reason, as little ones need parents more than ever as they make the transition into the world. Babywearing allows parents to build a stronger bond between child and parent. The closeness stimulates a beneficial hormone production (Oxytocin), which results in a more intimate parental bond. Babywearing also adds a whole new level of convenience – parents simply need place

their little one in the carrier and go! This means parents can boost bonding anywhere, at anytime. There’s lots of reasons to choose babywearing and the ErgoPromise allows parents to carry with confidence.

Superior quality. Safe, happy babies.

From materials to workmanship, Ergobaby carriers are built to last for multiple children and multiple years. To launch the ErgoPromise 10-Year Guarantee, Ergobaby will be sharing the stories of families who have loved and used their carrier for multiple babies. The first story comes from Chelsea in Maui who carried all five of her children in her Ergobaby whilst visiting multiple countries and on days out hiking and going to the beach. Follow @ergobabyuk on Facebook and Instagram to see these real families’ stories of adventures with their Ergobaby carrier over the coming months. To learn more about the ErgoPromise 10-Year Guarantee and for the full Terms and Conditions, visit ergobaby.co.uk/ ergopromise

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focus CARRIERS & SLINGS

Hands free When we take a look at the baby carrier and sling category, are we experiencing a growth and rise in their popularity? We take a closer look.

e all know the benefits of carrying a baby in a carrier or sling, the closeness this brings to both the wearer and the infant. This is also perhaps a growing category with dads who seem to be opting for these to enable them to have an opportunity to bond with their new baby. Babywearing isn’t a new trend, but it is now one that is growing. We are seeing more and more parents turning to the use of carriers and slings and they can be easily spotted being used on the high street. However, parents are also extremely savvy when making their decisions - looking not only at design, but being conscious now of much more; ergonomics, functionality, ease of use and longevity. Brands play a crucial role when we look at baby carriers and slings, and with consumers weighing up the benefits of their use as a way to transport baby in a simple, hands-free way, these products are now becoming a must stock product for many nursery retailers. There are many factors that make baby wearing popular. These enable parents and babies to bond closely but also give parents a hands-free solution to better multitasking - essential for juggling modern parenting, busy lives and older children. Another advantage of a carrier or sling is that they enable a sense of freedom while on holiday. It is vitally important to many parents that baby is at the heart of the family and not be excluded from activities. Independent Retailer Sara Hubbard, Whites Farm Baby Barn, also feels these are perhaps a seasonal purchase. “We find that coming into the summer months interest in carriers and slings tends to peak - as many people want to be out for much longer periods of time enjoying the better weather. We have noticed customers asking for information on slings more these last few weeks.” As a category that is primarily dominated by brands, we asked Rachel O’Connor, Ergobaby, why we may be seeing an increase in popularity in this

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sector. “Brand names are very important in the carrier sector as parents seek a carrier that they can trust for their baby. UK consumers believe that being a high-quality brand means providing quality materials and better design.” Therefore, are we seeing an increased demand by parents for carriers and slings? “Yes, we are seeing an increase in demand of carriers and slings and more knowledge of the benefits of babywearing,” comments Rachel. “Our research shows that amongst first-time expecting mums and mums of babies 0-24 months in the UK, most (62%) own a baby carrier, which is an increase of 4% on the prior year. When broken down into types of carrier, we see that ownership of soft structured carriers is 58% (up 4% on prior year) and ownership of a stretchy wrap is 30% (up by 6%).” Sara’s customers tend to have a good understanding of their requirements and brands they are interested in prior to entering her store. “When customers come into the store after researching this product category, they often have a few big names in mind that have been recommended. We do find, however, that once they have tried a few, they are more open to going for a carrier they may not have considered when looking online.” 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 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. With this in mind, we asked Close Parent’s Michelle Smith if she feels that carriers and slings are purchased as an alternative to pushchairs? “I think many people buy them in addition to their pushchair, giving them the flexibility in how they transport their baby,” said Michelle. “There are certain situations where a sling or carrier makes more sense practically and consumers are starting to realise the benefits of this but may still choose both options for their little ones.” Rachel agrees, and from their research can see that carriers have established themselves as a must-have product. “Many parents now view a baby

carrier as an important part of their baby buying list and our research shows 76% of UK carrier owners feel that using a baby carrier is sometimes easier than using a stroller. However, the carrier does not replace the need for a stroller, especially when the babies grow into toddlerhood when they are heavier to carry for longer periods.” One area of note is of course Hip Dysplasia. With more information available and companies gaining endorsement on their products are consumers

The survey says Nursery marketing specialists FanFinders surveyed 1,000 consumer’s focussing on baby carriers and slings. Here’s the results. Did you buy a carrier or sling?

Yes: 542 No: 458

Further questions - If yes to question 1 (542 Users) Was this useful to you?

Yes: 508 No: 34 Did you find it easy to use?

Yes: 450 No: 92

Were brands important to you when making your chosen purchase?

Yes: 366 No: 176

Did you research carriers/slings before purchase?

Yes: 458 No: 84 Did you make this purchase online or in store?

Online: 320 In Store: 222

Was product demonstration important to you?

Yes: 356 No: 186

Were you aware of Hip Dysplasia?

Yes: 589 No: 411 For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com

An ergonomic, adjustable baby carrier with a large, breathable mesh panel for added ventilation. Available now in a choice of stylish prints. tulababy.co.uk

Limited Edition

Coast Marble

Limited Edition

Coast Beyond

Coast Rainbow Stars

focus CARRIERS & SLINGS actively looking at this? Michelle told us: “This is definitely something that has come to the forefront of consumers’ minds in recent years. It is especially important during the early stages of hip development in the first few months after birth to be using products that are considered to be hip healthy and support baby in the correct physiological position.This is something that our customers are looking for when they purchase from us and all our newborn carriers have been acknowledged as ‘hip healthy’ products by the International Hip Dysplasia Institute.” Ergobaby also recognise this and has gained recognition by the Institute. “Consumers are becoming more aware of hip dysplasia and/or that babies should be carried in a supported and spread leg M position with the knees bent and higher than the bottom. Above all else, UK consumers say how well baby is supported is the most important factor when comparing multiple carriers, followed by parent comfort and quality. All Ergobaby carriers have been recognised by the International Hip Dysplasia Institute (IHDI) as being ‘Hip Healthy’ products,” stated Rachel. Although, from information contained within our mini survey, perhaps more could be done. We asked Sara for her thoughts on whether she feels there is sufficient information available with regard to Hip Dysplasia. “Not as much as there should be, but we feel this is not just an issue with carriers. “Quite often out in the world, we will see people wearing their babies incorrectly, which can of course lead to more serious issues down the line. We feel it is something that needs to be addressed, not only by our industry, but by midwives, health practitioners, and doctors etc.”

Brands have also recognised the need to ensure that carriers or slings are used correctly by ensuring there is ample information on the correct way to wear and use their products. We asked Michelle if she feels these products are easy to use. “It can take a little practice to get used to using certain carriers and we always recommend practising with a doll before your little one arrives,” said Michelle. “With easy-to-follow video content showing step-by-step instructions it is much easier for parents to understand how a carrier works, and with the network of sling libraries across the country there are lots of places to get additional advice and support. We also offer a Skype tutorial service so if someone is experiencing any issues we can have a face-to-face chat with them via Skype and get any questions answered quickly too.” This is echoed also by Ergobaby with Rachel commenting: “Ergobaby carriers are designed with easy-to-use straps and fasteners and that only requires parents to read the instructions or watch a quick instructional video once. Despite the increase in online sales, a significant proportion of consumers are still buying their carriers in a store where they can try it on themselves. This demonstrates a need for in-store staff to be appropriately trained and qualified to offer consumers (those buying for themselves or as gifts for others) comprehensive advice on carriers, along with the benefits of babywearing. Ergobaby recommend retailers reach out to the relevant brands to provide this training and knowledge.” Carriers or slings being offered in store offer fantastic selling opportunities and could also be an ‘up sell’ area when parents are looking at perhaps their first wheeled goods systems.

Sized to fit The award-winning nursery brand Diono have once again added to their mounting accolades, having been awarded a Red Dot in product design for the Diono Carus Complete, 4 in 1 baby carrier. Having entered the Product Design Category for Babies and Children, the judging panel of design experts unanimously agreed that Carus represented the highest standards in world class design. The Diono Carus has been a labour of love for the product development team at Diono, thoughtfully designed and engineered to make parents life a whole lot easier. The ingenious easy switch system is designed for parent-facing, world-facing and back carrying in comfort. The unique harness is worn like a jacket; sized once to fit, distributing load around the entire body and down through the hips. With considered tech and performance-inspired features such as weather-proof zips, aluminum carabiner style clasps, water-resistant fabrics and integrated daypack, the judges were convinced that the Carus was deserving of the Red Dot accolade. “The Red Dot Award recognises the very best of design in all its guises, in every product category all around the world. We believe that this underlines the fact that Carus is a truly original, unique and innovative product, that should continue to go from strength to strength,” commented Nigel Plested, Chief Brand and Product Officer at Diono. Tel: 01827 310557 Email: rob.sykes@diono.com Web: www.uk.diono.com

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focus CARRIERS & SLINGS

The perfect fit The innovative Baby K’tan Baby Carrier is an ideal blend of a sling, wrap and carrier individually sized to fit the parent.

on easily With its patented double-loop design, which slips of all ts benefi like a t-shirt, it provides the positions and l Hip ationa Intern the by nised three, and has been recog when ct’ produ y health ‘hip a as te Institu Dysplasia used as directed in the instructions. This acknowledgement sits alongside the brand’s ASTM Sling Safety standard approval and EU safety standard certification. and Available in a range of on-trend fabrics, designs r. carrie Stripe new the colours, including Tel: 01202 303 777 Email: info@2012ltd.co.uk Web: www.babyktan.co.uk

Countdown to Lifft off! Looking for the perfect stretchy wrap to offer your customers? These award winning Lifft Stretchy Wraps will meet your customer’s desires and provide you with a healthy margin. Awarded MadeForMums Gold 2018 and 2019 for best sling/wrap, these wraps are made in Yorkshire from British made fabric and are ethically produced and will appeal to parents concerned about the carbon footprint of goods. They are simple to use, lightweight and very supportive for carrying newborns and older babies. Practical as they are machine washable, and comply with European standard CEN/TR 16512:2015 for peace of mind. Retailing at £39.95, and available in six gender neutral colours, this essential item of baby equipment is the ideal babyshower gift. Email: alex@lifftslings.com

Summer travel solutions from Close Summer is on the way and with Caboo lite and DXgo, Close have got the perfect travel carrying solutions for every age and stage. Caboo DXgo strikes the balance between comfort and practicality and is perfect for parents venturing out and about in the summer months. It can be used on both the front and back, start on the front and then flip to the back (from 8 - 36 months). Its integral hood provides excellent head and neck support at all ages and stages and full shade coverage for little ones, perfect for those travelling to sunny climates. Tailored for extended periods of wear yet small and light enough to pack down and store in a change bag, it is always on hand, whether at home or away. RRP £65.99, available in ink and steel. With its lighter cooler fabric, Caboo lite is the ideal choice for newborn summer carrying and Close have seen a recent spike in demand following it featuring as one of the 10 of the Best Baby slings feature in the Mirror. Available in Block and Jungle. Email: claire@closeparent.com Web: www.closeparent.com

CUDL them close The Nuna CUDL baby carrier is now available.

Need the NEW CUDL baby carrier from Nuna, the premium baby brand and number one choice for A-list celebrities. Suitable from birth to three years and with four carry positions, the CUDL is designed to adjust as your child grows. Even in those first few months the CUDL’s integrated booster seat and adjustable head support will offer the ultimate comfort for little ones. The mesh fabric, padded shoulder straps and waist belt make the CUDL comfortable for parents while its magnetic buckles also make it extremely easy to use. The CUDL is packed with unique extras including its removable organic infant bib, storage pocket, sun shade for babies and leg opening button to adjust to different sizes. It’s entirely machine washable and all zippers are covered to ensure babies are protected at all times. Web: www.nuna.eu/uk

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The International Hip Dysplasia Institute acknowledges this baby carrier as a hip healthy product.

Keep them close Introducing You can’t hold your baby all the time. Even though you may want to. CUDL™ makes it easy to keep baby close and secure, all while keeping your hands free. It’s comfortable and customisable with mesh fabric, padded shoulder straps and waist belt and the magnetic buckles ensure an easy and secure attachment. Keep baby facing in and snuggled up starting with an integrated infant booster for newborns, which then easily unzips as your child grows. As baby wants to explore the world, have them face out (up to 18 months) or switch to backpack mode (up to 36 months) for growing toddlers. Find out more at nuna.eu

focus CARRIERS & SLINGS

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, while 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 0 months to 9kg. Web: www.chicco.co.uk

Optimum 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 the world go by. The Carramio safely carries babies of 3.5kg to 9.0kg and meets UK & EU Safety Standards. It retails at £32.99 and is available in two colours - Black and Oatmeal. Tel: 0115 9211 899 Web: www.clippasafe.co.uk

Go with the flow Flow is the life active wrap by We Made Me, which is soft, light and breathable. Flow has a flexible fabric, which shapes to the contours of your body, echoing the beauty in both you and your baby, but only stretching in one direction, providing comfort, room to move combined with vertical lift. Whether you’re taking time to yourself, sharing a walk, or letting waves lap your toes, Flow is quick to dry, simple to wear and made to fit around you and your day ahead. Acknowledged as a hip-healthy baby carrier by the International Hip Dysplasia Institute, Flow is suitable from birth and is a versatile and intimate experience for you and your baby. Tel: 01827 310557 Web: www.uk.wemademe.com

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BABY ON BOARD The perfect take-along option for your carry on

Our award-winning MOBY Evolution Wrap -------A lighter version of our trusted Classic wrap.

CLOSE ENOUGH TO KISS™

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

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focus CARRIERS & SLINGS

Soft selection BabyBjörn has introduced a new Soft Selection, featuring the Baby Carrier Mini in a pearly pink mesh fabric - perfect for newborns during spring/summer.

Ideal for short babywearing sessions, it provides the close contact babies need in the first few months whilst gently hugging their back, legs and hips for support. The carrier is designed so you can unfasten the entire front section to lift out your sleeping baby. Easy to use and combining luxury, style and comfort in one, this carrier is a newborn essential! Web: www.babybjorn.co.uk

Bonding bliss

It’s a wrap AmaWrap slings are 100% Cotton and Designed and Made in the UK.

These slings have been going from strength to strength over the past seven years, and are multi-award winning. A brand trusted worldwide by parents, their babywearing knowledge is second to none and their high level of quality support to customers is widely known. The Amawrap has been extensively safety tested by the latest and most relevant standards, and is has an excellent reputation for strength and softness. Email: shabs@amawrap.com Web: www.amawrap.com

The brand-new Boppy ComfyFit Carrier from Chicco encourages parent and baby bonding through h a safe and secure, ready to use baby carrier that offers both parent-facing and outward facing positions. The unique design provides an easy way for parents to keep their little one close by, providing a bridge between a wrap and semi-rigid carrier. The Boppy ComfyFit can be adjusted to suit baby and parent, and is approved by the International Hip Dysplasia Institute as a ‘hip healthy’ product for further peace of mind. The stylish carrier offers an ‘Easy Wear System’ meaning parents can simply click, strap and tie the carrier into place. To protect baby at allll times, the central section, head and back support are padded for maximum comfort, guaranteeing a correct carrying position. The carrier is suitable for newborns of at least 3.5kg up to babies up to 15kg. Web: www.chicco.co.uk

Ideal for travelling Tote your little one in the new hands-free hybrid carrier from MOBY. The latest addition to their award-winning collection of carriers, wraps and slings, comes the MOBY 2-in-1 Carrier and Hip Seat. Combining the support of a standard ergonomic carrier with the convenience of a hip seat, this innovative all-in-one is suitable from 12 - 45lbs or approximately four years old. Working like a traditional 4-position carrier, it allows parents hands free comfort and convenience, while providing ergonomic support and all important proper positioning for baby. While the click & go design of the hip seat provides up and down ease for toddlers and parents with inward and outward facing options. The unique design of this carrier relived hip pain and lower back pressure when wearing and carrying your child. Distributed in the UK + Ireland by Clever Clogs Trading. Email: sales@cleverclogstrading.co.uk

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This unique Cool Air carrier is ideal for warmer temperatures and active lifestyles, as the mesh panel ensures parent and baby are kept cool and comfortable at all times. The carrier offers four carry positions and enables parents to quickly and easily switch baby to face out, or in while on the move. As the warm weather and holiday season approaches, check out this cool carrier now available in new Carbon Grey and Raven colours.

The Ergobaby Omni 360 Cool Air Mesh is made with supple yet durable 3D mesh fabric that allows for ultimate breathability and airflow.

URE POSI TIO ENT DV

The Cool Carry

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POSITION HIP

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NO wrapping

3 simple steps to get started.

Web: www.ergobaby.co.uk

Place the carrier over your head.

Place one arm through each loop.

Lower the outer loop to your waist.

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focus HARROGATE

The buzz was back A According to initial feedback, the UK’s only nursery trade show, Harrogte International Nursery Fair, is still on the map sh with exhibitors reporting packed order books and retailers w worrying about space in their stores for all the fantastic w new products they ordered. n avvy independent retailers who made the effort to support the show this year were not disappointed and were able to enjoy exhibitor hospitality (which included everything from cupcakes to cocktails) as well as some eve gen generous show offers that some exhibitors had made ava available and attracted very good business. Derek Bavaird, Jan Stewart Prams (nursery D ret retailer) said: “As usual we found the offers from almost all exhibitors were generous and of course, as alm always, we took advantage of them. Retail is all alw ab about healthy margin, eroding your margin in turn will erode your business until one day surprise, wil sur surprise, the bottom falls out.” IIt was also notable that exhibitors with fresh new product ranges, attractive show offers and pro-active pro o sal l teams, who prepared well in advance for the sales event, eve e really reaped the benefits of the show allo o allowing more time to spend with quality buyers. An Andy n Crane, Managing Director of BabyStyle commented: “This year’s Nursery Fair was yet again com m a ssuccess for BabyStyle, in my opinion it was a case of quality over quantity regarding visitors, we had a great order take and an amazing reaction to the gre Oy Oyster3 bundles and the new egg colours. So overall we were very happy indeed. ““I’d also like to personally thank all the people who attended the Gin Bar, it was great to see both wh ret retailers and other exhibitors on our stand sharing a much needed drink or two.” mu This opinion was reiterated by Nick Tucker, Red T Kit Kite Baby Co, who said: “Red Kite has always exhibited at the Harrogate Nursery Fair as this is a exh gr e opportunity to showcase all of our range and great introduce both current and new buyers to our brand in n aand products. This year we launched some new aadditions to our Push Me Range of strollers and aaccessories as well as revealing our cute and eexciting new story Peppermint Trail which will iinclude both play toys, entertainers and highchairs iin this fresh and trendy new colour design. “We were really encouraged by the feedback received from buyers about our range and importantly our after fro sal sales service. It is always lovely to speak and meet our customers face to face and also to welcome all new cus interest in our family brand. Being the only UK trade inte sho show for nursery means it is vital for all brands and buyers to continue supporting this institution in our buy ind industry. Also being located in the beautiful city of Harrogate means this is a win win for us even with the Ha very long and tiring journey, it is always worth the effort!” ver IIndependent Retailer, Clifton Vaughan, Director, Na Natural Baby Shower returned this year as a visitor

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to the show and was impressed at what he found. “I was super excited to attend the show this year and see the town of Harrogate again. It’s been a few years since I had last been and I really felt we needed to support the show/industry from the retailer point of view especially as many of our brands were heading back there. I like the concept of Cologne in September and Harrogate in March as this gives us two points of focus throughout the year and gives the industry different product launch dates. I came away very inspired and with a brain full of new and exciting products that I couldn’t wait to tell the team about.” Babymoov felt this year had a strong presence of independent nursery retailers. Marketing Manager, Annabelle Cording told us: “We had some successful meetings with key national accounts which was a fantastic way for us to present 2019 and 2020 launches of both Babymoov and its sister brand Badabulle. This year had a strong presence of independent retailers who were looking for reputable, unique and well-designed products with positive environmental impacts for our increasingly conscious consumer majority.” Silver Cross returned this year, and the show quickly proved a huge success for the business. Ed Hart, Head of UK Sales stated: “The show was a huge success and a great opportunity to showcase our new car safety collection to our retailers, whose support is invaluable. “The response from both our retailers and the press was tremendous and our stand was packed throughout the event. It couldn’t have gone better we look forward to returning next year.” Another company who made the decision to return this year, was CuddleCo. Speaking with Marc Kelly (Managing Director), we can definitely expect to see this innovative company again next year. “It was a pleasure to meet everyone and display our new brand offerings. It has been a while since we have exhibited at Harrogate but we can confidently say we won’t miss another one.” Said Marc. “The range of brands attending/on offer was high class which only helped to compliment each others’ ranges’. Did we meet everyone we wanted to meet? I would say no, could more brands attend? I would say yes, however the show felt vibrant and alive. Personally I can say we were constantly busy. We want to thank all of our key independent retailers both large and small for taking the time out to visit us.” Harrogate International Nursery Fair 2020 takes place from 29-31 March. More information can be found on the website at www.nurseryfair.com

focus HARROGATE

Look who came Harrogate International Nursery Fair was business as usual this year. Look at who Nursery Today spotted while travelling through the halls.

Amawrap e Baby ney from Th Alana Swee rrying lks baby ca Shop Ltd ta Amawrap. options with

milkymete r The team at milkymeter demonstra clever feed tes their ing solution ensuring m always at th ilk is e perfect te mperature.

Babymoov v) ro (Babymoo Pierre Mag range t eir produc discusses th Clifton , or ct and Dire with buyer Baby om Natural Vaughan fr Shower.

Nursery To day/The In sights Peo Mark Naish ple catches up with The Insights Pe opleâ&#x20AC;&#x2122;s Nick Richardson.

aby Co Red Kite B tribution her, JAC Dis tc Jenny Bla the Red on d focuse Ltd, looking Kite stand.

Eric White - Bebecar Eric White saying hello from the B ebecar stan d.

Joie r Joie talks ca Vicky seats with rams Howarth, P e. or al G s & Cot

UPPAbaby al han, Natur Clifton Vaug on d se er, focu Baby Show . by ba PA UP car seats at 26

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Hauck - Jo an Davidso n Joan David son (Babyilc ious) all sm iles

over at Hau ck.

to Harrogate

Venicci Jan Stewar t Prams’ Ja n and Derek Bavai rd loving Ve nicci.

Me We Made e Made s talking W ca Lu l ie an D and. st r rs on thei Me to buye

Hippychick Ray Kelly, K elly’s Toy & Nursery, ch out the Trib ecking ike over at Hippychick.

Bebecar The Babyden ’s Sharon Vanburen-G reen visits Bebecar an d is particul arly impressed with their i-T op.

r Baby Olive l of Sandra Nea d an n Darra spotted Baby Store Little Gems d. an y Oliver st on the Bab

Cosatto Andy Jones, online 4 ba by, talking clever stuff with Cosatto .

ylicious Hauck Ali and Bab fe’s Yasmin stand. ck au Babyland Fi H ted on the ot sp n so id Ian Dav

Tex Nania/Team ing and harna Nessl Babyluv’s S at the er rchyard ov Sheila Chu d. an arnia st Team Tex/N

BabyStyle Mike Cowar d of Babyb itz is feeling eggc ited at Bab yStyle.

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focus HARROGATE ilia nd Em . eley a H Obaby a h m y it ’s Em Obab ome w m h o t o a R by and laxed The Ba eling re fe r lo y Pa

CuddleCo David Winst anley (Pramworld ) talking shop over on the CuddleCo S tand.

erego Peg P Shop Pram Eddies gh the u g thro runnin nge. rego ra Peg Pe

Liip hards, en Ric Steph s tech Ltd talk Kidex nd. ta Liip s on the

Roma Seeing doub le at Roma with Terri Hall and M arie Skinner of Listers Baby Shop.

Micralite Baby Plane t’s Salam Sattar feelin g the fold on the Mic ralite stand.

gle Shnug buyer, Joyce, Adam ets cles g . Eurocy nuggle h S h it w y s o c

Slumberla nd No time for sleep over at Slumberland as Alison N ewble from Newbles po ps onto the stand.

And the winners were… There were celebrations as the winners of the Baby Products Association’s annual industry awards were announced at Harrogate. The results of the Baby and Nursery Trade Awards (BANTAs), sponsored by Nursery Today were as follows with Cosatto and CuddleCo scooping not one, but two winning accolades! Highly commended:

Travel winner

• Cosatto Wow XL Highly commended: • Bugaboo – with the Bugaboo Fox • Hippychick with the Zellie Sandown Changing Bag

Safety winner • Obaby – Moisture Management Dual Core Cot Mattress Highly Commended:

Child Restraints winner

• Topcom – Video Baby Monitor

• Cosatto – with the Dock Car Seat

Best New Product winner

Highly commended: • Magicbaby – with Venicci Silver Spark • The Red Kite Baby Co with Push Me Savanna

Home & Nursery winner • Cuddleco with Childhome Evol 180

• Topcom – with Baby Scale

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• Cuddleco – Hamilton Go Easy Stroller Highly commended: • Magicbaby – with Venicci Asti Light Grey • Topcom – with Infrared Thermometer

The winner of the Concept & Innovation Award is Christopher Melia with Cot Cool a clever device to lower the temperature in a baby’s sleep environment during hot weather. Christopher was presented with a trophy and will also receive free legal advice as his prize from sponsor law firm 3Volution.

Start your adventure Micralite, the innovative nursery travel brand known for its thoughtfully designed collection for trend setting, adventurous parents, launched its trio of new products at Harrogate International Nursery Fair. Sparking plenty of attention, Micralite showcased its newest stroller, the ProFold (RRP ÂŁ225 available from 1st June). Suitable from birth to 15kg, the compact features an Intuitive one-handed fold, 20k / 20k weatherproof fabrics and free stands when folded â&#x20AC;&#x201C; the ultimate compact stroller for life loving parents. Designed in response to the challenges faced by parents in the city and when travelling, the ProFold weighs just 7kg with added four-way suspension to keep journeys as smooth as possible. Email: ellie@micralite.com Web: www.micralite.com

3 PRODUCTS HIGHLY COMMENDED

sales.uk@smartwaresgroup.com 01527 557 700

Stylo Class Pink Frosting

Hip-Hop+ White Frosting

Stylo Class pram shown in Diamond Sparkle Via Cross Glitz

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focus HARROGATE STARS OF THE SHOW

Mix and match

Car safety made simple

Cotton Boulevard are a new brand who showcased their first pure organic cotton collection of baby and toddler clothing.

Silver Cross was excited to reveal its first car seat collection designed to make car safety simple for parents at Harrogate International Nursery Fair.

Silver Cross enjoyed a hugely successful return to Harrogate International Nursery Fair to showcase its first car safety collection. Under the headline Car Safety Made Simple, the leading nursery brand unveiled four new car seats. Offering solutions from birth to 12 years, the collection helps parents easily select the correct car seat for each stage of their child’s development. To make things even simpler, Silver Cross will launch a unique mobile app linking to a QR code on each car seat. The app provides a simple five-step installation guide, giving parents absolute peace of mind that their seat is correctly fitted. Tel: 01756 702412 Email: info@silvercrossbaby.com Web: www.silvercrossbaby.com

Independent feeding EasyTots proudly showcased a range of innovative weaning products at Harrogate.

EasyTots’ mission is to make mealtimes easier and help encourage independent self- feeding. The signature EasyMat range provides a solution for everyday feeding or travel. EasyTots’ most esteemed product is the world’s first compact and foldable suction plate, The EasyMat Mini, which won Made for Mums 2019 Gold Award for best weaning product. The growing EasyTots product range also includes the ‘perfect fit’ EasyMat designed specifically to fit the popular Ikea Antilop High chair, plus weaning spoons, splash mats and bibs.

The range includes dungarees and dresses in jersey cotton and fine needle cord with beautiful appliqué, chic designs and prints, super soft, fitted rompers and sleepsuits with zip up fronts. Items are designed to mix and match across seasons, with gorgeous muted and unisex colours.

Tel: +44 (0)1744334547 Email: helen@easytots.com Web: www.easytots.com

Tel: 07852 166074 Email: hello@cottonboulevard.co.uk Web: www.cottonboulevard.co.uk

Monitors for success Topcom enjoyed a good debut show in Harrogate with their collection of baby monitors, scales, thermometers, kids lights and Fireman Sam/Penny smoke alarms. Topcom felt it was great to be among the key players in the industry and learn more about this exciting and emotive marketplace. They were delighted to receive three highly commended BANTA Awards and have extended their database of retailers enabling them to be able to build their business over the next few months. Tel: 01527 557 700 Web: www.smartwaresgroup.com

Awarding winning slings Lifft Slings had a great first time exhibiting at Harrogate in the New Products Showcase, with the Lifft Stretchy Wraps shortlisted for a BANTA in the travel category. Having recently won the MadeForMums Gold for best sling/wrap, plenty of visitors came to check out their slings and were welcomed by the cheerful Demo Baby. As babywearing is becoming ever more popular, independent businesses from across the UK are planning on expanding their product ranges to meet customer demand for affordable simple to use slings. Visitors were particularly impressed by the quality of the British made Lifft Stretchy Wrap, especially the soft fabric in gender neutral colours. Email: alex@lifftslings.com Web: www.lifftslings.com

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Time to push Launching new products at trade shows is always an exciting time for Red Kite with this year’s star of the show being the Push Me Savanna - their new travel system which will be in stores for July.

Following the great success of the Push Me Fusion range, they tasked their design team to come up with a system offering the same features but retailing at a lower price point, now opening up the travel system market to wider

customer base. expectations with The feedback and pre-orders for the Savanna have been beyond even their al appreciating tradition tad a be may who those with and liners, print animal the loving customers that all the fabrics are reversible. information on what will be If you did not manage to view the Savanna at Harrogate please call for a great new addition to their well established Push Me range. Tel: 01454 326555 Email: enquiries@redkitebaby.com Web: www.redkitebaby.com

What a winner Cuddleco’s star of the show was their new award winning Hamilton stroller. The “magic” one hand fold of the Hamilton stroller drew admirers dmirers when they passed by, and you couldn’t fail to say wow as soon as itt was folded. Winning “best new product” in the BANTAs was testament to its ingenious design. The Hamilton compact self-folding strollerr has been designed to embrace modern day living from the city to the countryside. Convenience and ease with just one hand. The combination of the patented one hand folding system with the exclusive magnetic 5-point “magic” buckle system delivers new levels of convenience and safety, stock will be available in August 2019.

Obaby shone at Harrogate This year Obaby had two stars of the show, their Madrid range and the new moisture management mattress.

Firstly the Madrid range consisting of cot bed with under drawer, storage unit, multi top changer and double wardrobe one of the newest to their furniture collection, was very popular at this year’s show and lots of retailers have purchased this range to be on display in their store. Visitors also had the opportunity to see their new moisture management mattress, suitable from birth up to around four years old with four impressive sleeping option, which was very successful at the show and won the BANTA award for best safety product. Tel: 01652 641490 Web: www.obaby.co.uk

Tel: 0161 702 5062 Email: sales@cuddleco.co.uk Web: www.cuddleco.co.uk

Award winning Harrogate saw Cosatto take home not one but two BANTA awards for their Dock car seat featuring patented time lock technology and their latest member of their Travel System range the Wow XL. The Wow XL travel system is a pram with a plan available in single mode, tandem mode, twin mode and many more. Packed with features including the ‘ride on board’ for older child, huge basket and two travel companion pram toys for the tiny dots, this newbie isn’t short on function or personality. Available in three baby pleasing patterns, the Wow XL is set to be a hit this Summer. Email: millie.rollingson@cosatto.com Web: www.cosatto.com

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focus HARROGATE STARS OF THE SHOW

The full system The newly launched and highly anticipated MESA i-Size car Seat by UPPAbaby was their star of the show.

The team at UPPAbaby were delighted with how well received it was by retailers who came to the stand for a demonstration. MESA i-Size opens up the ability for consumers to enjoy a full UPPAbaby travel system as it clips directly onto the chassis of the CRUZ and VISTA strollers and also attaches to the MINU compact stroller with a set of adaptors. Packed full of features and available in four popular existing UPPAbaby fabrics they are looking forward to the show interest following through to them being in the hands of real parents. Tel: 01422 383555 Email: info@dcukltd.com Web: www.dcukltd.com

BPA free, non-toxic, beautiful feeding solutions for children and their parents. A new British brand, BORRN were thrilled to debut an innovative silicone feeding bottle which is a TWO–PIECE structure: an ultrawide silicone teat and a silicone bottle. Equipped with twin-shot injection moulding technology, the silicone teat becomes a single part, unlike traditional separation of a teat and a ring. When fastened with the silicone bottle body, it forms a total silicone storage environment, with bottle’s plastic parts fully encapsulated - it’s where the innovation is. Stylishly designed in London to make it a unique appearance and manufactured in UK at a medical-grade factory, it’s planned to have an official launch in July this year.

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Bebecar received the biggest reaction to their smallest products – their new collection of dolls’ prams. One retailer even said they were the highlight of the show for them!

The miniature Stylo Class prams work almost like the real thing – their handle height is adjustable, the carrycot and wheels can be removed and they fold like a real pram. The colours are still to be finalised, but your Bebec ar account manager will get in touch as soon as the final details are availa ble. The dolls’ prams are due in stock for September, in good time for Christmas Tel: 01692 408801 Email: sales@bebecar.co.uk Web: www.bebecar.co.uk

Don’t be toxic

Tel: 07949313696 Email: michele@borrn.com Web: www.borrn.com

All things great and small

Good things come in 3s

ow at this Joie had an extremely successful sh visitors saw year’s Harrogate Nursery Fair and ducts for 2019 e car seat suitable some great new prothe new Joie i-Spin 360 i-Siz

New products on display included and 19kgs approx. four years. A rearward from birth up to 105 cm or less then tes 360 rota seat car in i-Sp the , FIX y with ISO forward-facing seat that installs easil ing offer seat ent buttons on each side of the degrees with the one-hand independ car. child in and out of the parents an effortless way to get their ard atrax. With an easily reversible forw Vers r chai push t lates its Joie launched carry cot XL ble Ram hing matc a add to n and rearward facing seat plus the optio res adjustable adapters included. Also featu or one of Joie’s infant carriers with the as , back and t fron tyres er foam-filled rubb a one-hand flash fold, puncture free June available in four great fashions from be will it et, bask ge stora large well as a 2019. s t i-Size infant carrier, the i-Snug! Joie’ There was also a new entry price poin le patib com is ug i-Sn The e. rang e car seat latest addition to their growing i-Siz soft features ergonomic carry handle with Also e. rang base FIX ISO s Joie’ with ort. supp body full ble ovea support and rem grip, curved based, memory foam head Tel: 01889 808 900 Email: uksales@joiebaby.com

talking shop on tou r

This issue we’re talking Harrogate International Nursery Fair. We spoke to visitors to find out their views on the show this year

WH WATTS

Gary Watts

How did you find your visit to Harrogate this year? We thoroughly enjoyed Harrogate this year, I thought the show was smaller than I had anticipated but nevertheless well worth attending. Had you made an appointment schedule prior your visit? I don’t normally make appointments at Harrogate but decided this year I needed to ensure that I had time with each and everyone so ended up making quite a lot especially on the Monday and Tuesday. In the main this was extremely beneficial to me. Did you feel that each product category was catered for with regard your requirements? Not really but that was never going to be the case without many of the big suppliers. Hopefully going forward some of them may return. Did you take advantage of any of the show only offers? Yes we did, it would have been foolish not to.

Darran & Sandra Neal

Clifton Vaughan

NATURAL BABY SHOWER

How did you find your visit to Harrogate this year? I was super excited to attend the show and see the town of Harrogate again. It’s been a few years since I had last been and I really felt we needed to support the show/industry from the retailer point of view especially as many of our brands were heading back there. Also I like the concept of Cologne in September and Harrogate in March as this gives us two points of focus throughout the year and gives the industry different product launch dates. I came away very inspired and with a brain full of new and exciting products that I couldn’t wait to tell the team about. Did you find the products on display of interest? Definitely. I thought there were some great safety products at this year’s show that I thought were so innovative and will make a big impact on the industry. Brands also put loads of effort into the stands making them super eye catching which helps to sell the brand. There was a buzz at this years show and I hope we can all build on this. Was there any particular ‘gem’ that you sourced for your store? We liked some of the travel products that were on show and there were also some new pushchairs with eco properties which were very suited to Natural Baby Shower. But our top special gem has to be kept a secret, though I’m sure we are not the only ones that spotted this! We can’t wait to show our customers the special ‘gem’ soon. Did you take advantage of any of the show only offers? Yes we placed a lot of orders and took advantage of some of these in-show offers. I like this idea and feel it should be special to reward visitors and this must help the exhibitors come back next year! I am looking forward to heading back to Harrogate in 2020, though I’m not sure I’ll be able to escape on my own again.

Derek Bavaird

LITTLE GEMS BABY STORE

JAN STEWART PRAMS

How did you find your visit to Harrogate this year? Harrogate this year was a Godsend after being broken into just before Christmas and only getting open at the end of February. Buying from a book isn’t the same as touching, feeling the products.

How did you find your visit to Harrogate this year? Harrogate for Jan and I never disappoints and of course we always look forward to the event.

Was there any particular ‘gem’ that you sourced for your store? Where do we start! Products on display on Mee-go, Bebecar, BabyStyle - the list goes on and on. Did you take advantage of any of the show only offers? We took full advantage of the show offers, which we can put onto display stock to give the customer a better price. Being old school if we can save a customer £1 it shows the customer that we are there for them.

Did you find the products on display of interest? The products are always of interest to us although much of it we had previously viewed at Cologne last year, that said the Harrogate event is always very worthwhile for us. Many of the product categories that interest us were covered adequately, with the smaller event we can enjoy time to study what is on offer. Products of interest included the all new ARK travel system - I think that will have great appeal to new families also the new range of Silver Cross child restraints, for me this new range is a refreshing and uncomplicated addition to the already busy child restraint market. If I could also congratulate the efforts of Hamish McPhillips collating an excellent range in such an incredibly short time, and another brand that are moving in the right direction are Micralite, they have introduced a couple of new products, in particular their latest tiny fold buggy will get the company name out on the street, most important with any marketing strategy to get yourself spoken about. Watch this space. nursery today

nursery matters JOHN BARKER

Barking Mad This issue John Barker takes a look back at Harrogate International Nursery Fair. ello and welcome to my little corner of Nursery Today. I’m sat in my office typing this whilst reflecting on my recent visit to Harrogate and it’s lovely Nursery Fair. Firstly I have to moan about the trip to Harrogate. Not only did it take us 30 minutes to get out of Hull, that’s fairly normal to be honest but it still winds you up, but we managed to hit a level crossing at the wrong time. As we sat in the car for what seemed like 20 minutes as we waited for the train, when it eventually passed the three people sat on it looked pleasantly stress free and I did find myself thinking “trains the way to go”. As we made up time on the M62 we hit a huge tailback at junction 34 so we put our trust in Siri and Apple Maps (other brands are available) and went off the grid. All was going swimmingly until we hit another level crossing wrong. This time rather than two carriages containing three passengers we where greeted by a five mile long procession of containers from Drax power station. As you can imagine this made my mood get even better! As we cleared the level crossing and headed on to the A1 north bound the mood lifted a little. This soon changed when we got to Harrogate slap bang in the middle of rush hour, every road was bumper to bumper with Range Rovers full of tweed clad north Yorkshire folk taking Oliver and Tristan to their delightful public schools. In no way did that previous sentence contain any Harrogate related stereotypes, I’d never stoop that low. Eventually we made it in the show 20 minutes after

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our first appointment was due. I guess it could have been worse and at least my first appointment was over on Bugaboo with Jon, a guy so laid back he’s almost asleep. I love this guy! He’s so funny he could make you laugh by just reading the phone book to you, to be fair he’d do it with his little Bugaboo Bee hanging out of his trousers! (Only kidding, I can confirm Jon has never done this (unfortunately)). So Harrogate. How was it for you? For me it was a little strange as Harrogate used to be our main place for seeing new items for the first time. As we had been fortunate enough to attend Cologne, most of what we saw we’d already seen in September. Harrogate did however still have some great new items, and a couple of awesome surprises. I can only comment on the brands I visited so please don’t send around an angry mob to beat me up if I don’t mention something you saw and loved. It felt really positive to see brands like Silver Cross, Bugaboo, Ickle Bubba and Cosatto again. To see large brands at a show that has had its knockers (sorry went all Frankie Howerd there for a minute) over the years is encouraging so well done to all involved in enticing these household names back. Let’s hope 2019 is the year the show fights back and we can all look forward to many more years of visiting Harrogate. One thing is for certain we regret only visiting for one day. Next year I think we’ll have to review this and give ourselves more time. Firstly I would like to mention the

sterling work the guys and gals over at BabyStyle have put in, the range of products is truly a treasure trove of good margins waiting to be plundered. From the popular Prestige with its existing bundles like the

It felt rea lly po sitive to see brands like Silver Cross, Bugaboo, Ickle Bubba and Co satto aga in. To see large brands at a show th at has had its knockers (sorry went all Frankie Howerd there for a minute) over the years is encouraging so well done to all involved in enticing these household na mes back. customer favourite Nimbus to the new fabrics for 2019, especially Frost 2. I can hear the till ringing to the Frost 2’s tune right now – happy days ahead. The Oyster3 is well and truly entrenched on all our shop floors and proving to be an essential purchase for many parents, and then came the

independent exclusive. As black as a black metal album cover photographed in a black room the All-Black edition is going to be huge for mortals, goths and ninjas alike (well they do need something stealthy after all). My comments on the 2019 re-imagining of the Egg have been spread across these pages many times but seeing the full range in production form filled my heart with joy and again I could hear the sound of tills ringing. Finally on BabyStyle was Hybrid and its little bro, the Metro. Never has a transformation been more jaw dropping – not even that scene in Scooby Doo 2 where Velma gets a makeover! The Hybrid has had a troubled road since it’s launch but with the upgrades shown at Harrogate should mean the troubles are over... it’s Easy Street for Hybrid from now on. (Wish I hadn’t used that analogy as now all I can think about is the Walking Dead and Daryl’s torture scene – see now you’re signing it too). Over at Bebecar Kevin and co had their usual range of plush, show stopping fabrics, many of which look like they’d blend in perfectly in Ziggy Stardust’s wardrobe. A clever new chassis showed that Bebecar are looking to the future yet something else stole the show on their stand. Bebecar prams for vertically challenged people, or indeed children if they like that sort of thing! A beautifully manufactured dolls pram, at a great price from a team of people that deserve our support – well done Bebecar,

john@pramland.co.uk

let’s hope Xmas 2019 is a fruitful one on the back of these little beauties. For those lucky enough to be invited in to the secret cupboard at Bugaboo something very special awaited. Don’t worry people you’ll find no spoilers here, needles (Alan Partridge gag for those of you in the know) to say I cannot wait to get my grubby little mitts on what was shown. The clever minions at Bugaboo can make magic happen so easily they really should be given pay rises. Another stand and another secret cupboard over on Cosatto. Again no spoilers here but for those that did venture through those doors – exciting times are ahead I think you’ll agree. Cosatto also get my award for best stand nose bag! Their selection of sweets would make Willy Wonka blush – thanks guys. The recently launched Wow XL was up front and centre and in my opinion is a brilliant piece of kit. How many times do you get customers in wanting a tandem pram but they insist on a rear facing carrycot? Well the Wow XL not only lets you have one carrycot rear facing but it ups that to two and it does so without making the chassis overly long, meaning the Wow XL still makes a viable option for mums and dads with only one child. I know there are a few other options on the market but the way Cosatto have

gone about the design and finish on the product warrants a special mention here. Not particularly new but on the Joie stand they had their spinning car seat offering in it’s full glory. The industry polarising 360 Spin has a new big brother, fully compliant with iSize and for those customers wanting the best the Nuna Rebl Plus means their car seat offering has something for everyone, regardless of budget. Did you all stop by Ickle Bubba? Their decision to introduce a sub brand with Aston Rose shows a real willingness to take the brand in a new premium direction and I wish them all the luck in the world with this venture. They also had their new iSize infant carrier on display which is a very fancy looking piece of kit and parents are guaranteed to like the finish whilst benefitting from all the extra safety afforded by the new standard. For Hauck stockists the Saturn R bundle offers retailers an i-Size travel system at a customer friendly price whilst making sure us tight fisted retailers make a good margin too. This great bundle is going to be popular with customers wanting to get good quality without breaking the bank. Something that Hauck has made a career out of. Hauck really is a fantastic brand for retailers with open

minds. Pick the correct items from their huge offering and you’ll find the margins are good, the promotional support is excellent and the after sales is simply brilliant. As I said before I would love to have visited every stand, and to have written something about everyone of them but Penny tells me I waffle on too much so I apologise to everyone I missed (“naturally John is joking here - I love his articles.” Ed). Away from Harrogate and the news has just filtered through of a real loss to the industry. Kiddy has for a number of years been a leading light in the car seat industry and its demise will certainly be a loss for us and many other Kiddy stockists. The Evo Luna i-Size has become ours and many others’ go-to seat for mums wanting a lay flat option for both car and on chassis. I was first introduced to impact shield technology through Kiddy and my entire outlook on in car safety adjusted at that moment. I would like to take this opportunity to thank everyone at Kiddy for their help, assistance and laughs and say good luck for the future. Anyone looking to recruit some hard working and dedicated people can’t go far wrong with one of the Kiddy team.

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social media ROSS HEWITT

Knowledge is Power(ful) Don’t be detached from your digital marketing needs. n my general dalliances with retailer owners over many years I have often found that the business owners can be ssomewhat detached from the digital m marketing aspects of the business. Sometimes there are very good rreasons for this, and they generally rrevolve around a lack of time ((understandable) or a deep-seated ttrust in the people that manage it for tthem (admirable). Now and again it is simply because tthey don don’tt u understand it, or know a little bit abo about it, but it seems to work so no need to dive in and learn more (again, und understandable). We are n now way past a point in time thou though where the knowledge ds to be bridged by senior gap needs

M an a g in g , t it w e H Ro ss t Pi e an d ’. e r c e S f o D irec to r vvy S oc i a l M e d i a ‘S a in g a ut h o r o f h is d ig ita l m a rket st r n R o s s b e g a 9 8 an d h a d h is fi y tr 19 c a reer in t h e nu r sery in dus fo r a y into o f M a rket in g & a s H e a d r S ilver C ro s s in in c e fo E c o m mer set up S ec ret Pi e e g 2 0 0 8 . H d h a s b een h e lp in n a d ve 2 0 10 un d an d lo fo t e g s t n c li e r s in c e . on lin e eve i e .c o .uk etp w w w.sec r etp i e .c o .uk ec r | R o s s @ s 4 10 0 2 7 | 0 1 9 0 4 ec ret _ Pi e @S | Tw itter :

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managers and it’s time to start lifting the bonnet and poking around a bit more. Digital is not a bunch of new stuff anymore. Facebook is over 15 years old now…let that sink in for a moment if you didn’t realise that. Email marketing has been a serious communication tool for over 18 years and websites have been something brands and businesses have had en-masse for over 20 years. It is feasible for some business owners that you now employ someone who was born after you launched your very first website! Not knowing enough about how this ‘stuff ’ works is just not good enough anymore.

Maybe this is the time to increase your knowledge and start asking more questions of your team and suppliers? A good starting point is to establish a monthly digital marketing report if you don’t have one already. To make yourself a little more unpopular than you might already be, you should also ask for a retrospective report to be created for every month in 2018. Well, you need a benchmark to measure 2019 against, don’t you? Here are a few areas that a useful monthly report should cover:

• Website visits & unique visitors (how many visits happened and how many individuals visited)

• Average length of time of website visits (how long do people stay on your site) • Average number of pages viewed (how many pages do people look at on your site) • Bounce rate (the percentage of people who land on your website, look at that one page and leave) • Top 5 or 10 most popular pages (which pages get the most visitors) • Ecommerce Data (if you sell online – how much revenue came through the website) • Social Media Audience (how many followers, number of ‘likes’, comments, messages per platform) • Email Marketing (if you send them, how many people opened them & clicked a link) If you have Google Analytics installed on your website, then most of this is available very quickly and can be reported on by date ranges that you choose. If you don’t have Google Analytics, then make that your web person’s first job. Pretty much every

email marketing platform gives analytics and reports per email campaign sent. There might be a little bit of manual work to do with social media reporting and it might be difficult to get historical data but going forward it needs to be measured. The data is usually all there somewhere within a business, but I am surprised how infrequently it gets looked at by senior folk. Data leads to conversations and questions and your marketing will be better and more productive when it gets analysed and discussed. If you are part of the ‘team’ and not a business owner, but you know you have all this data at your fingertips, then now is a good time to step up and start creating these reports. If you know you need more of your time to be ring-fenced for digital marketing activity, then use data to prove your case. For example, if an email newsletter usually brings in over £1,500 of sales but you never get given the time to write and send

D ig ita l is not a bunc h isof ovneerw 15 stuff any more. Fa ce book sink in fo r ye ar s old no w …let th at ’t re al ise a moment if you di dnha s been a th at . E m ail m arketing n tool fo r seri ous co m mun ic at io sites have over 18 ye ar s an d w eb ds an d been so met hing br an as se fo r businesses have ha d en -m over 2 0 ye ar s. them as regularly as you should then present that case…sales and money usually talk. If you are a senior manager and you don’t know an awful lot about digital marketing and IT, then trust me, your team knows that already. You will have proved that to them many times in the

past without even realising it when you have made comments in meetings. Be honest and tell them you have a thirst for knowledge and start climbing up the learning curve one topic at a time. Some new ideas and initiatives might get unlocked and your business could be richer and healthier for it.

The new Madrid furniture range from Obaby ࠮ .SVZZ ÄUPZO ࠮ *OLZ[ PUJS\KLZ OHUNPUN VW[PVU ࠮ :SPKPUN KVVYZ ࠮ ;^V JVSV\Y VW[PVUZ 3\UHY HUK ,JSPWZL ࠮ 4\S[P \ZL JOHUNPUN [VW

www.obabytrade.co.uk 01652 641490

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focus COMPACT FOLDS

Small is beautiful Compact folds continue to experience a growth in popularity. Here we take a closer look.

ore and more consumers are looking for pushchairs, prams and travel systems that give the ultimate in flexibly and this includes

compact folds. With an ever increasing trend to reduce weight, size and ease of fold, compact folds look set to stay. Although this concept isn’t new, innovation is leading the way. Parents are looking for products that offer ease of use when folding and space saving solutions for storage - whether at home or in the car. We asked Chicco’s Holly John (UK and Ireland Head of Marketing) why she feels compact folds have become so popular. “Modern parents are always on the go and therefore they are looking for cost-effective and convenient solutions, which do not compromise on comfort and quality. The ability to fold, carry and store a pushchair is an important factor for parents, whether it’s for use at home or while travelling.” Independent retailer Gary Watts (WH Watts & Sons) is seeing a slow shift toward compact folds with his customers. “Popularity of these items is most certainly growing but for us it hasn’t been a fast growth.” As with most things, trends change and as more manufacturers and suppliers introduce compact folds within their ranges, consumer awareness should increase further. Nick Tucker of Redkite Baby feels this will be the case. “There has always been a demand for today’s super compact stroller, however I am not sure production was up to standard in years past. Over the last few years improvements within manufacturing has allowed brands to produce these strollers to the standards expected by their end market. These products now offer the same features more commonly found on the bigger and bulkier options within the market, add to this the space saving element of any compact then I can only see them growing in popularity.” We also asked Nick what he feels is the typical reason for the purchase of a compact fold? “Other than the obvious reason of space saving I would suggest it’s popular to be seen with a compact stroller now.” said Nick. “For years travel systems have benefitted from a certain type of stigma within the public which has helped add to their popularity. Compacts are fast becoming the latest must have to be seen out and about with. Couple this with an increased number of brands having their own versions we will only see more benefits and features to this category in the near future.”

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Damon Marriott, Joie’s Head of Product Development, tells us why he feels that this type of product is now a staple among a brands range: “With an increased demand for compact pushchairs it’s prudent to offer a number of options within the category, especially since demand continues to grow. With many parents opting to buy a second pushchair, it’s only logical to present a family of products that provide a varying range of benefits so parents can choose which one, or two pushchairs best suit their needs.” Damon also feels that this category will experience continued growth, but we are not quite ready to give up the umbrella fold. “Compact folds are still a growing category, however, they do present a more modern and slick way of accomplishing a concept that umbrella folds set out to achieve. Innovation in fold aside, there are a number of umbrella fold pushchairs that still see a great deal of success, including the Joie Nitro and Nitro LX variants.” With new innovation, are we starting to see the demise of the more traditional umbrella fold: Have these now replaced the umbrella fold pushchair? “No, that’s not the case at all. Compact folds are fairly new to the market and so have gained a lot of headlines but we are still seeing strong consumer demand for umbrella style folds.” said Diono’a Sam Cheetham (Head of Product/Programme Management). “Families will base their stroller purchase on their personal lifestyles, so if you live in the city centre or a smaller space, how a stroller is stored when not in use becomes very important.” This is clearly echoed by customers of WH Watts. Gary commented: “We still sell a lot of umbrella folds, the traditional buggy still far out sells the compact fold. Furthermore, we haven’t sold any compact folds as a travel system, however we wouldn’t recommend this as a purchase for a new born baby, plus we are in a very traditional area meaning our customers prefer the use of carrycots.” How important is the weight and size within this category? “Weight and size are certainly important considerations but what parents want is pushchair that is a breeze to fold, and that’s a brilliant all-rounder that handles the rigours of daily life with ease, but that is also light and compact when folded, so they can take it on holiday too,” commented Sam. Finally we asked Damon what would be the typical reason for the purchase of a compact fold? “The most common reasons for purchasing compact fold pushchairs are urban living and an

alternative pushchair to take on trips abroad. “Many parents are surprised that pushchairs of a smaller size and stature are capable of supporting use from birth, discovering this can be a crucial piece of information in cementing a purchase decision, especially when the pushchair will be used as the primary mode of transport.”

The survey says… Nursery marketing specialises FanFinders, surveyed 500 consumers focussing on second pushchair purchases. Here’s the results. Did you buy a second lightweight pushchair?

Yes: 114 (22.8%) No: 386 (77.2%)

Further questions - If yes to question 1 (114 Users) Was the size and weight of this important to you?

Yes: 110 (96.5%) No: 4 (3.5%) Was the way it folded important to you?

Yes: 106 (93%) No: 8 (7%)

Did you need to place a car seat onto this?

Yes: 49 (43%) No: 70 (57%)

Did you look for a brand name that you recognised?

Yes: 72 (63.2%) No: 42 (36.8%) Was the cost of this one part of your decision?

Yes: 99 (86.8%) No: 15 (13.2%)

Did you research this prior to purchase?

Yes: 96 (84.2%) No: 18 (15.8%)

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

Yes: 69 (60.5%) No: 45 (39.5%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com

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

O R D E R Y O U R S T O D AY ! S E R V I C E @ E R G O B A B Y. C O . U K

focus COMPACT FOLDS

Easy to traverze The Traverze is the Diono super-compact stroller created to make travelling easier for families on the move.

Whether you’re pulling the Traverse along in an airport with a toddler in tow or folding down in an instant for speedy boarding, Diono have got it bagged. With a clever and versatile extendable luggage style handle for easy transportation, and a hide away protective cover to keep your stroller clean and protected, the Traverze is good to go... anywhere, and it even fits in most overhead cabins. Diono know what it means to travel through busy airports, train stations and crowded shopping malls. You could be on a mini break or long haul, and we all love to explore. So in an ever-smaller world, whether travelling or shopping they’ve created some big ideas to help you and your little one arrive happy. Tel: 01827 310557 Web: www.uk.diono.com

A bit of OhLaLa Go for Gold Ergobaby Metro Strolls Away with 2019 MadeForMums Gold Ergobaby’s Metro City Stroller scooped the Gold award for Compact Pushchair in this year’s MadeForMums award. The UK’s leading parenting reviews website recruited an army of families, experts and influencers to help choose their best buys and the Metro wowed the judges. Bringing the comfort and ergonomic design that Ergobaby is known for to an ultra-compact stroller, the Metro easily fits on buses, tubes, in most airline overhead luggage compartments and in small car boots. It can be used from birth with the Newborn Kit accessory and a backpack-style carry bag is also available to comfortably carry the Metro stroller anywhere. Email service@ergobaby.co.uk Web: ergobaby.co.uk

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The OhLaLa’2 stroller from Chicco is both amazingly light and incredibly sturdy.

At only 3.8kg, it is perfect for parents on the go. With a smooth one-handed drive, detachable bumper bar and included rain cover, it is a highly practical and easily manoeuvrable option. It is also very easy to handle and carry, taking up very little space when folded, meaning it is ideal for travel both by car and public transport. Suitable from birth. Web: www.chicco.co.uk

The uppa fold The popularity of compact fold strollers was evident again at Harrogate and UPPAbaby were delighted to bring the award-winning MINU again this year, especially as it is now a fully launched product this time around. MINU breaks the rules of most compact strollers by still offering a large seat unit and basket, as well as a genuine, full newborn solution with the From-Birth Kit accessory. The Harrogate launch of the MESA i-Size car seat also allows MINU to be used as a full travel system. MINU can bridge the gap between ‘compact strollers’ and ‘full-size’ strollers by offering all of the features a new parent needs in a lightweight solution. Tel: 01422 383555 Email: info@dcukltd.com Web: www.dcukltd.com

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focus COMPACT FOLDS

Pact full of features

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Go wild, go woosh The Cosatto Woosh XL is a sophisticated stroller with serious baby benefits.little ones all the

This lightweight compact folder takes way up to 25kg. With a baby-pleasing pattern in the for life, hood and a cuddly companion toddler’s will love ility it’s a never-ending story. With travel system capab to. add can you classic and pram potential, it’s the s. Discover hidden design details as the story unfold Email: millie.rollinson@cosatto.com Web: www.cosatto.com

Ultra compact Introducing Cybex’s S Line strollers; the Eezy S, Eezy S Twist and Eezy S+ - three ultracompact strollers designed to make parents’ lives easier when on the go. Receiving multiple awards including a Which? Best Buy, the Eezy S turns into a compact package of 53.5cm x 45cm x 27cm within seconds – an ideal space saving choice. The Eezy S Twist features a unique one-hand rotating seat unit, offering the choice of a parent-facing or forwardfacing set-up. Plus, it is flight friendly on some airlines! From bumpy cobbles to off road, the Eezy S+ offers smooth rides on all terrain thanks to the big wheels and smooth suspension. Web: www.cybex-online.com

Three in one The Kids Kargo compact umbrella fold Triple buggy is perfect for transporting three little darlings from birth to 15 kg, ideal for busy families, nurseries and childminders.

For two decades Kids Kargo have supplied their compact Triple buggy boasting a 5-point reflective harness and visor adding extra safety, adjustable leg supports, rain covers, shopping basket and zipped rear pockets for mobiles and other essentials. Matching footmuffs, changing bag, triple or twin safety reins with waist strap and a compatible travel board are also available. Offering Direct Dispatch or FOB to retailers or distributors. Tel:01234 750333 Email: info@kidskargo.com

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Ready, Set, Jet Travelling made simple with new ultracompact, ultralight pushchair Silver Cross is taking the stress out of travelling with baby with the launch of Jet, its ultracompact new stroller. Jet folds so small it can be taken on board an aircraft as a piece of hand cabin baggage, taking away the hassle of leaving a pushchair at the aeroplane door and removing the risk of it getting damaged or lost in transit. This ultralight, super small pushchair is suitable from birth and reclines to a lie-flat position in one easy action. The clever design means Jet is roomy and robust, yet it quickly and easily folds to a super small size to fit in an aeroplane’s overhead locker. Once folded, Jet can be wheeled along like a small suitcase, protected by the smart cover which is included. By adding a Simplicity car seat and adaptors,

Jet becomes a full travel system, making it one of the most unique travel strollers on the market. Every aspect of this perfectly practical travel pushchair has been carefully considered and it features the premium detailing expected from Silver Cross. Beautifully finished, with baby’s comfort and safety at the forefront of the design, Jet is the perfect choice for carefree travel with little passengers. Tel: 01756 702412 Email: info@silvercrossbaby.com Web: www.silvercrossbaby.com

Fold and go

Holiday handy Meet pact lite, a petite parcel loaded with lots of extras, without lots of weight, at 5.5kg this puschair makes one less piece of luggage to fuss over – it’s the ideal travel mate.

Designed to be compact yet strong and feature rich, suitable from birth with the flat reclining seat. Easy and compact one-hand fold in a split second, Pact lite has carry strap and custom carry bag – so you’re off and ready for travel by plane, train, taxi or tram. It also features a one-hand multi-position recline, height adjustable handle, padded SoftTouch 5-point harness, extending canopy, all round suspension, Sweet Stride single front swivel wheels, single step, ShoeSaver brake, large shopping basket and raincover. Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

Unwieldy pushchairs that cost the same as a second hand car and take up all your storage space are slowly becoming outdated. Pushchairs and strollers have come a long way in making our chaotic modern lifestyles easier and more convenient. Compact fold’s are no longer just for globetrotting, they make our everyday simple lives easier, small, space saving, lightweight, travel friendly, and don’t cause chaos in shops and cafes! No they are not for prolonged use but they definitely make every day tasks simple. At Cuddleco they are blessed to have two award winning product in the category with the new Hamilton Magic Fold and the Doona Infant car seat and stroller. Tel: 0161 702 5062 Email: sales@cuddleco.co.uk Web: www.cuddleco.co.uk

Push Me Kwik The comfy, soft padded seat features a multi-position recline making it suitable for newborns, nap times and the adjustable leg rest will bring that extra level of comfort. The Push Me Kwik can be pushed with just one hand and the swivel front wheels allow for easy manoeuvrability as you nip out and about. A large shopping basket under the seat is perfect for keeping all baby’s essentials. The hood and raincover will keep baby dry and protect them from the elements. Add a brilliant compact fold into the mix and you have found the city stroller that has it all. Tel: 01454 326555 Email: enquiries@redkitebaby.com Web: www.redkitebaby.com

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focus COMPACT FOLDS

Urban living The Maxi-Cosi Laika is the brand’s lightweight urban stroller for modern families to be ready for modern life.

Well-designed and city-proof this is the ultimate compact pushchair for busy parents who don’t want to compromise on style or functionality. Complete with a fast one-hand folding system, combined with a narrow and super-lightweight frame, the Laika can go anywhere. The easy-carry handle and strap makes the Laika extremely portable, which is ideal when parents need to carry the stroller up a flight of stairs. And the flexible and convertible Laika also grows with the baby, from birth through the toddler years. With the ultra-soft, removable Laika carrycot that fits snuggly inside, parents can start using the Laika stroller immediately with their newborns. Recently updated from the original 2018 model, Maxi-Cosi Laika now boasts suspension on the rear wheels, an infinite recline position, a bigger shopping basket and the capability to carry a child up to the weight of 22kg. Tel: 0208 236 0707 Email: sales@UK-dorel.com Web: www.maxi-cosi.co.uk

A new best friend Each element of the new Chicco Trio Best Friend has been specifically designed to simplify parenthood and accompany little ones’ first three years with comfort and style.

As part of the system, the stylish stroller offers a smooth drive and is easily convertible from forward facing to rearward facing. The folding mechanism can be operated with one hand and stands alone once folded. The frame measures only 69cm when folded, or with the forward or backward facing seat measures 78cm – making it one of the most compact solutions available on the market. Web: www.chicco.co.uk

profile MILKYMETER

Milk express Milkymeter is the world’s first thermometer for use in your microwave. Making its UK debut at Harrogate International Nursery Fair this year, milkymeter is the ingenious new way to measure milk’s temperature while the bottle is being heated. To let you know when the bottle is ready, milkymeter flashes a green light. The bottle is warm in seconds with the right, safe temperature, every time. Convenient and safe to use with milk, breast milk and formula whether ready made or from milk powder. Email: mette@senserna.com Web: www.milkymeter.com

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focus

THE INSIGHTS PEOPLE

Know your ABCs Do you know the ABC of this generation of new parents? ince launching Parents Insights a year ago, we have surveyed over 10,000 parents across all age and income breakdowns and all areas of the UK. Over the course of that time period we have observed several key shifts for the latest generation of new parents and how their Attitudes, Behaviours and Consumption differ from those that have gone before. One of the trends our strategists, research and future thinkers have highlighted recently is the growing market for wellness amongst new parents. Wellness, which loosely encompasses activities that contribute to good mental and physical health, is a growing trend – a market worth more than $4 trillion globally. This is reflected in the interests of parents trying to relax and unwind with our latest data showing parents are more likely to take a spa day to relax (22%) than go to for a drink (20%). Younger parents are more likely to opt for spa days and meditation, while older parents are more likely to do exercise to relax. The top way for all parents to relax, however, is to watch the TV. Wellness activities are more popular with parents that use Instagram, with 26% saying they take

spa days, compared with 19% of those not on Instagram. Instagram users are also 44% more likely to exercise (36% compared with the average 25%) or meditate (13% compared with 9%). This could be explained by the large

Wellness, which loosely encompasses activities that contribute to good mental and physical health, is a growing trend – a market worth more than $4 trillion globally. concentration of ‘wellness influencers’ on the platform, which has 24.6 million posts tagged #wellness. Wealthier parents index more highly for all wellness categories, indicating these activities are more accessible with a higher disposable income. It’s not just parents tapping into the wellness trend either, with the latest data from Kids Insights showing us that children are looking for new ways to relax, unwind and manage their wellbeing – often via digital means. Autonomous sensory meridian response (ASMR) is a phenomenon characterised by a tingling sensation

felt in the scalp and back. Our latest data shows it is becoming an increasingly popular YouTube trend. YouTubers known as ASMRtists, make videos that provoke this feeling, with top names including Gibi ASMR, ASMR Darling, Satisfying Slime ASMR, MassageASMR, Diana Munoz ASMR. In their videos, they perform auditory or visual triggers, such as whispering, tapping on objects or brushing the camera. Children, mostly teenagers, have mentioned ASMRtists as their favourite YouTubers, while other children have either cited it as a method of relaxation, or say they are speaking about it with their friends. Relaxation and aiding sleep are cited as the main reasons why people watch these videos, suggesting that young people, who are the most prolific viewers of this content, need help to relax and unwind. This generation of new parents and their attitudes, behaviours and consumption clearly differ from those that have gone before. This shift is also changing how parents interact with brands. For example, Pampers has overtaken Mothercare and Tesco to become the favourite parenting related brand of fathers. Pampers have launched a campaign called ‘Love the change’, which aims to celebrate the changing role of fathers. Their first ad – which aired during the SuperBowl in the US – featured a number of celebrity dads including Adam Levine. Brands are increasingly quick to appeal to parents’ values, such as gender equality or eco-friendly credentials, having seen the importance of shared values increasing for this generation. However, parents are more aware than ever about brands who do not follow through with their words. Iceland recently faced a backlash after announcing their products were going palm-oil free, before it was revealed they were still selling many products beyond their self-imposed deadline. Amazon is the sixth most trusted brand with parents, but the company has reduced in popularity over the last nine months. This is an important metric for a company that is looking to put voice activated devices into the family home.

Jenny Kieras Product Manager Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of four), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents. For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. co.uk/nurserytoday or call Jenny on 0330 159 6631.

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supplier snapshot This issue we are talking Compact Folds. We spoke to some of the industry’s finest to find out more about this growing category.

Debbie Wakefield

MARKETING MANAGER OF UK AND IRELAND - DOREL JUVENILE

Holly John

UK AND IRELAND HEAD OF MARKETING - CHICCO Why have compact folds become so popular? Modern parents are always on the go and therefore they are looking for cost effective and convenient solutions, which do not compromise on comfort and quality. The ability to fold, carry and store a pushchair is an important factor for parents, whether it’s for use at home or whilst travelling. The Chicco Oh LaLa 2 is easy to carry and takes up very little space when it is folded, whilst also providing maximum comfort for both parents and children. Travel systems are also beginning to offer compact solutions for parents. Our new Trio Best Friend travel system includes a stylish stroller, which measures only 69cm when folded, making it one of the most compact solutions available. Is the overall weight a consideration? With travelling, city living and non-stop lifestyles becoming increasingly popular among new parents, it is important that pushchairs are lightweight and easy to transport. A product that can fold down into a small size makes it much easier to travel with in cars and on public transport. The Chicco Oh LaLa 2 is an extremely light and compact pushchair, which weighs only 3.8kg and has a one-hand-book-folding mechanism. Do you feel that this type of product is now a staple amongst a brand’s range? Most brands have expanded their traditional rrange of pushchairs to iinclude more compact aalternatives. As little ones b begin to grow, parents aare looking for a more lilightweight and m manageable stroller, w which provides maximum qu quality and functionality. As a result, some parents m may choose to invest in a sec second, more practical str stroller once their child rea reaches a certain age. Ho However, we ensure all of our strollers are suitable from birth, providing a com comfortable and practical solu solution to suit the changing need needs of both parents and babi babies.

nursery nurser nur urser sery ery ttoday od oda d y

Why have compact folds become so popular? Over recent years we’ve seen a rising trend for space savingg and very minimal living. Parents are bringing this into all aspects of their lives – even their pushchairs. They are looking for something for all occasions. In 2019, parents on the go are looking for one stroller that fits their lives no matter what they’re doing. Whether they’re in town, living in the city, off on holiday or even just a day out, families now call for their pushchair to be convenient, compact and everything they need. The latest update of the Maxi-Cosi Laika has been designed with this in mind. Created for the parent on the go, it has an ultra-compact one hand fold, is super lightweight and compact, has an extra-padded seat for comfort and even doubles-up as a travel system. It even comes in new colourways too! Is the overall weight and size a consideration? Absolutely, parents are looking for a pushchair to fit their lifestyle, so weight and size are definitely a key consideration for those who have an urban or busy lifestyle. Practicality is key, so if they are on and off public transport all of the time, constantly on the go or even have a smaller car boot or living space, this is a must! Throughout our portfolio for both Quinny and Maxi-Cosi we look to cover all bases to ensure that we have something for every need. Have these now replaced the umbrella fold pushchair? We wouldn’t say that these have replaced the umbrella fold, there’s always going to be a need for the pushchair that parents perhaps use a couple of times a year when they go on holiday. That’s why we’re bringing out a range of low price point pushchairs from Safety 1st later on this year to ensure that we’re meeting all parent needs and budgets. Do you feel that this type of product is now a staple amongst a brand’s range? For us, absolutely, compact needs to be a core staple in our lines across both of the Quinny and Maxi-Cosi range. Our portfolios look to cover all lifestyles and answer the needs of the current parental market. What would you say is the typical reason for the purchase of a compact fold? For parents in 2019, practicality is king! If they have a lifestyle where they are on the go all the time then something small, light and manoeuvrable is invaluable. However, parents are still looking for the convenience of a travel system to use with their car seat so that they can go from the vehicle, straight to the pushchair in one easy click. In a world where less-is-more and parents are looking at keeping their ‘stuff ’ for baby to a minimum, compact fold has it all. Do you think we may see further innovation within this category? Yes, this is definitely a category which we’re going to see more growth in innovation over the next year or so. We’ve already latched onto the trend of the compact fold with the updated version of the Maxi-Cosi Laika (an update on 2018’s Laika pushchair) which now comes with suspension on the rear wheels, an infinite recline position, a bigger shopping basket and the capability to carry a child up to the weight of 22kg. We also have two new compact pushchairs launching for Quinny later this year, but we can’t give too much about that away just yet. Watch this space! As you can see, compact fold is definitely an area that we are investing in for development.

Damon Marriot

H HEAD OF PRODUCT DEVELOPMENT D - JOIE

Why have compact W folds become so popular? Urban living contributes a great deal to their popularity, parents want a smaller, more lightweight pushchair to make travelling through streets and crowds that much simpler. This becomes doubly important in metropolitan areas where parents are often reliant on public transport to get from A to B. Additionally, parents are often looking for a second pushchair that’s more suited for travelling abroad, the fact that many pushchairs now fit into overhead plane storage is a bonus. Is the overall weight and size a consideration? Yes absolutely, it’s a key aspect parents consider when purchasing a pushchair and can be a deciding factor if they can’t choose between two products. In terms of compact pushchairs specifically, parents are willing to sacrifice product features if it means shedding a couple of extra kilograms, it can make all the difference when pushing for hours! Have these now replaced the umbrella fold pushchair? I wouldn’t say so as compact folds are still a growing category, however, they do present a more modern and slick way of accomplishing a concept that umbrella folds set out to achieve. Innovation in fold aside, there are a number of umbrella fold pushchairs that still see a great deal of success, including the Joie Nitro and Nitro LX variants. Do you feel that this type of product is now a staple amongst a brand’s range? With an increased demand for compact pushchairs it’s prudent to offer a number of options within the category, especially since demand continues to grow. With many parents opting to buy a second pushchair, it’s only logical to present a family of products that provide a varying range of benefits so parents can choose which one, or two pushchairs best suit their needs. Do you think we may see further innovation within this category? Yes, as the category is still experiencing continued growth, we will certainly see innovation over the coming years. Currently we see a relatively low number of features which aids in achieving lower weight, it’s inevitable that in future compact models we’ll see new features being added while still managing to keep weight to a minimum. No doubt we’ll also be seeing even more compact folds!

Nick Tucker

NATIONAL ACCOUNT MANAGER - THE RED KITE BABY CO Why have compact folds become so popular? There has always been a demand for today’s super compact stroller however I am not sure production was up to standard in years past. Over the last few years improvements within manufacturing have allowed brands to produce these strollers to the standards expected by their end market. These products now offer the same features more commonly found on the bigger and bulkier options within the market, add to this the space saving element of any compact then I can only see them growing in popularity. Is the overall weight a consideration? I believe so, as what is the point of a compact if you need a gym membership to use it? I am yet to come across a compact stroller which I would deem as heavy, quite the opposite with brands working towards a more lightweight and space saving option. Have these now replaced the umbrella fold pushchair? Red Kite continue to see a steady level of sales for our umbrella folds, so as long as the demand is still there then I cannot see any reason for this to change. While I cannot speak for other brands I believe compacts can easily sit alongside umbrella folds within any range.

Do you feel that this type of product is now a staple amongst a brand’s range? With the improvements in manufacturing I feel that the compact stroller will only go from strength to strength, there will always be a demand for a high spec compact option and as long as we have demand as a brand then there will always be a compact option within our range. Do you think we may see further innovation within this category? Undoubtedly, products are only ever improving and each brand spurs on their competition to keep innovating and implementing these improvements into their products. The demand is increasing for compact folds and brands such as ourselves want to take advantage of this, if we can add some point of difference with innovative and practical features the category will only get better.

Sam Cheetham

HEAD OF GLOBAL CATEGORY MANAGEMENT - DIONO Why have compact folds become so popular? Compact folding strollers aren’t just for globetrotters! It’s handy to have a lightweight pushchair that packs down to a tiny, travelfriendly size if you’re a jetsetter, but plenty of parents are looking for a streamlined set of wheels that are easy to store, lightweight and café friendly. Is the overall weight a consideration? Weight and size are certainly important considerations but what parents want is a pushchair that is a breeze to fold, and that’s a brilliant all-rounder that handles the rigours of daily life with ease, but that is also light and compact when folded, so they can take it on holiday too. Have these now replaced the umbrella fold pushchair? No, that’s not the case at all. Compact folds are fairly new to the market and so have gained a lot of headlines but we are still seeing strong consumer demand for umbrella style folds. A product like Flexa for example provides the complete package with everything you need in a stroller from birth to toddler. It has a strong and durable build, a large seat capacity with room to grow but also has an umbrella style fold with a very small footprint that is perfect for upright storage in hallways and cupboards. It is even free-standing when folded so it can be tucked out of the way in any corner. Families will base their stroller purchase on their personal lifestyles so if you live in the city centre or a smaller space, how a stroller is stored when not in use becomes very important. Do you feel that this type of product is now a staple amongst a brand’s range? The compact fold is definitely here to stay. The convenience these products offer parents is just hard to resist! What would you say is the typical reason for the purchase of a compact fold? The super compacts are often purchased for travel or as a second stroller or when toddlers start walking but are not ready to leave their stroller behind just yet. Do you think we may see further innovation within this category? There is always innovation taking place in the stroller market Watch this space… nursery today

focus SUN, SEA & SAND

Summer of fun With Summer on the horizon, we turn our attention to products ideally placed to assist parents when travelling with their young ones. olidays, either abroad or within the UK, can cause exceptional stress to parents, who often feel anxious about leaving the comfort of their home where everything they use on a day to day basis for the care of their baby is close to hand. Fortunately, many items that are required are easily transported either within the car or can be packed to use while abroad. We asked Vienna Swanborough (SEI National Account Manager), SUMR Brands, for her thoughts on the type of products parents may be looking for. “Parents look for lightweight, easy to use and convenient products whilst travelling away from home. Packing to go on holiday can be stressful enough, so relieve these worries with portable products such as an inflatable fold away bath, pop n sit booster seat and playpen.” Key areas that are likely to be at the forefront of your customers minds will probably be “what will be the best way to transport baby while out and about‚” “how to entertain baby on long journeys, at the beach or by the pool‚” and let’s not forget that all important question many of your customers will have - “how to keep baby safe in the sun‚” “Sun protection is always at the forefront of any parents mind, whether that be taking your baby for a stroll in the park or on the beach,” comments Vienna. “Baby’s skin is very sensitive to light and it is key that you seek protection via sun cream, sun glasses, swimsuits and pram shades.” And what about sleep solutions? Parents always have a high level of anxiety when we look at sleep time, and how this translate to when being away from their homes. We asked Samantha Donnelly,

Brand Marketing Manager, Micralite, if she feels we have sufficient innovation with regard to sleep solutions. “I believe there is limited innovation in this category, which is why the Sleep & Go travel cot is so exciting and useful. It has been designed from the ground up with our UK in house design team, every aspect has been developed with parenthood in mind. The idea is that with Sleep & go, baby (from birth) will be just as comfortable and sleep soundly whether at home or away.” So, what are parents looking for when researching travel cots? “I think they want something, light, robust, easy to assemble and comfortable for baby.” Feeding on the go is also an area that could cause parental anxiety. We asked Vienna how portable highchairs can assist with regard to this. “Portable highchairs allows baby and toddler to take an active part in family mealtimes whilst out and about, and on holiday. Interaction, and engaging with those sat around the table, and allowing parents to continue the routine established at home.” There are many retailer benefits had by stocking products that can assist - from swimwear, parasols, shades, highchairs, car accessories, travel cots and of course, this is also a category that continues to ‘boost’ the use of compact or umbrella fold pushchairs.

Sleep and go Micralite introduce their game-changing 3 in 1 travel cot. With its bassinet attachment allowing newborns to sleep close by and deeply padded mattress you don’t have to compromise on their comfort. Micralite have also designed a clever zip side to convert the travel cot to a play pen for use in the daytime too! When you need to transport it, pack down in seconds into the stylish carry bag. The perfect from birth sleep solution so baby can sleep just as soundly home or away, and like many well designed things, it looks good too. Web: www.micralite.com

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Anti-UV tent range Babymoo v 3-in-1 anti-UV tent, paddling pool and play pen all in one

Following the huge success of the Babymoov Babyni UV play pen last year, keeping baby cool and UV-protected outdoors needn‚Äôt be a worry for parents anymore with the 3-in-1 UV play pen, Aqua- ni! As well as unrivalled 50+ UV protection, fine mesh mosquito net and removable toy canopy, the new Aqua-ni is entirely waterproof with an improved waterproof base for easy transformation into a fun paddling pool wherever you are. The anti-UV tent and Aqua-ni have a mesh net window at the back for greater air ventilation and protection also from insects. Each new design in the range comes with a compact carry bag for easy storage and transport on holiday. Email: sales@babymoov.co.uk

Snack attack Snack time can be a messy situation at the best of times, let alone at the beach!

Perfect protection Rayshade provides important protection from the sun’s harmful rays, shielding baby from UVB rays. over 99% of the sun’s UVAtiveand stroller cover can extend the No matter what the sun’s angle, the UV protec hes quickly and easily to most stroller canopy coverage from head to toe. Attac provides additional rain canopied strollers and the water-repellent fabric s cups upright and folds into drink protection. Includes a hidden pocket to hold itself for handy storage. Web: www.summerinfant.co.uk

Whether you’re planning a holiday abroad or along the coast in the UK, the Munchkin Sippy Snack Cup (£7.75) is the perfect solution for your beach trips. This all-in-one snack catcher and sippy cup includes a snack catcher built into the top of the straw cup, fitted with signature soft flaps making snacks easy to access, but not spill out. The screw-on lid’s tight seal prevents leaks and spills, too. Web: www.munchkin.co.uk

Page not found. ;I KSX LIVI ǻVWX We remove copycat products of your baby brand from online marketplaces, protecting your business and your customers.

95% enforcement success rate

“In terms of brand value, it’s the best money we have ever spent.”

snapdragon-ip.com the.lair@snapdragon-ip.com

– Cheeky Chompers

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focus SUN, SEA & SAND

Car seat protection

Boost for feeding This innovative portable booster supports on-the-go lifestyles and makes feeding time easy with a removable, BPA-free tray and innovative pop and fold set-up. With its lightweight design, compact fold and over-the-shoulder carry bag, the Pop ‘n Sit Booster is perfect for dining on-the-go or even in the garden, park or seaside visits with little one. When baby needs a place to eat, just remove it from the carrying bag and pop it open. Web: www.summerinfant.co.uk

Designed to perfectly fit over a Diono Radian car seat, the Summer cover makes the perfect travel accessory to protect car seats.

The Summer cover will keep little one cool and comfy in their car seat during the hot summer months. The blend of light towelling cotton provides high absorbency and great breathability, to help keep moisture away from baby and the seat surface cool. Made from 80% cotton, the super soft cotton fabric is soft against their sensitive skin, with spacer mesh to promote good airflow. So, when the sunshine arrives, keep little ones cool and comfy in their car seat with the Diono Summer cover. Tel: 01827 310557 Email: rob.sykes@diono.com Web: www.uk.diono.com

Make a splash with Close Close are really excited to be launching the new Pop-in swim range as a part of their hidden print collection for 2019, with the focus on endangered animals and giving back to the environment.

As a company Close are passionate about global environmental causes such as reducing plastic consumption and deforestation, producing considered products which offer consumers options to reduce their environmental impact in different ways. As well as being the first of their prints which feature creatures that have become critically endangered in their natural habitats, the swim collection will see them giving 1% of their proceeds from the sale of this collection to the Marine Conservation Society. Included in the range is the new improved swim nappy which has the best possible containment thanks to the unique seal to skin leak guard at the legs and waist and now comes with a drawstring waist to help maintain a better fit between sizes too. Email: claire@closeparent.com Web: www.closeparent.com

Keep hydrated Perfect for keeping kids and adults hydrated on those hot summer days, Pura Stainless bottles can be re-purposed as a child grows, simply by changing the teats and lids. Stainless steel keeps drinks cool while out and about on sunny days, and the insulated bottle is perfect for trips to the beach. Pura Stainless bottles come in six sizes with five compatible silicone lids, making them totally adaptable as a baby progresses to toddler spouts and beyond, transforming into a sippy cup, straw bottle, snack cup and sport bottle with a simple swap of the silicone inserts. Designed in fun bright colours and contoured for small hands, Pura Stainless is the only bottle in the world that has 0% plastic content and is fully recyclable, made from 100% BPA-free, EA-free, phthalate-free, petroleum-free, and PVC-free materials. Tel: 01202 303 777 Email: info@2012ltd.co.uk

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Protective swimwear Protect your little one in or out of the water this summer with Splash About

Splash About is an innovative leader in the children’s swimwear market, having designed and developed some of the most advanced swimwear and swim aids available on the market today. Its swimwear collection has UPF50+ sun protection as standard; its designs are stylish and made from premium fabrics that are robust and practical yet affordable. The quick-dry fabrics keep their shape and colour even after prolonged exposure in the sun or chlorinated water. Splash About’s multi-award winning Happy Nappy swim nappy is reliable, reusable and it’s space-saving in a suitcase too! The brand’s learn-to-swim Swim Vest is a holiday hero product, that not only helps to improve swimming skills and water confidence, it’s lightweight, compact and uniquely packs flat. Wear with coordinating rash tops, UV Sunsuits or Sun & Sea Wetsuits, made with soft, flexible 1mm neoprene for added warmth on chilly beaches. Web: www.splashabout.com

swim

Start Your Adventure Part of the

family

We provide high performance products that encourage family adventure every single day. Itâ&#x20AC;&#x2122;s a philosophy that lives in the heart of everything we create at Micralite.

INTRODUCING THE

ENDANGERED ANIMALS COLLECTION for more information contact claire@closeparent.com www.closeparent.com

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Micralite.UK

new BAG COLLECTION sales@babymoov.co.uk

- lys'ees le Champs E

focus STAR STATUS

Stars in your eyes As a nation we have always had a certain level of fascination with the Royal family, music icons and film stars, and with the rise in various social media platforms it’s now easier than ever to spot what celebrities are purchasing or promoting - all of which give additional brand awareness. ith the rise of social media via platforms such as Instagram and Twitter, watching what our favourite celebrities, or members of the royal family, are purchasing and using for their own little ones is now a much simpler task. With celebrities or royalty spotted with products that they have selected for use with their own bundles of joy, these products can quickly turn into ‘must have’ items for many parents. An example of this can clearly be demonstrated with Kate and William’s choice of car seat. With each newborn (George, Charlotte and Louis) we have seen images of the happy couple using a Britax infant car seat, which was pictured on many occasions, giving Britax as a brand, perhaps a perceived royal status.

“When I was a new mother I felt that none of the pra ms or pushchairs designed suited my personality. They all made me feel like I had to become someone else to be a good mother.” Paloma Faith Britax Roemer’s Marketing Manager, Jo Steventon comments: “Safety and quality are at the core of everything we do and we are very proud to be able to offer parents peace of mind during one of the most important periods of their life, through the superior level of safety and comfort that our car seats provide. We remain honoured that we were the car seat brand of choice for the Duke and Duchess of Cambridge, with all three of their children transported safely and comfortably in our Britax Römer Baby-Safe infant carrier. Our latest version of the infant carrier, Baby-Safe i-Size, is fast becoming a firm favourite with new parents.” On top of this, we are now experiencing many more celebrities actively becoming involved with nursery brands, which adds a certain kudos and of course, most importantly, a new audience for brand awareness.

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For example, Amy Childs, a mother of two (who also scooped Celebrity Mum of the Year in 2017) and a well-known reality TV star, is the official brand ambassador for Obaby. Amy has nearly 600,000 followers on Instagram. We asked Beth Henry (Marketing Administrator) of Obaby, why Amy was a perfect choice as their own Brand Ambassador. “We selected Amy Childs as our brand ambassador as she had already purchased our Stamford products for her daughter, so we thought she would be ideal to drive awareness for the rest of our range.” However, what drew Amy to the brand? Amy told us “I had known about the brand and loved it for a long time before this opportunity came about. There’s so much choice out there it can be a bit overwhelming but I had done my own research on Obaby when pregnant with Polly. I visited The Baby Show and checked them out in person and thought it was a beautiful, reliable, trusted brand. Polly has had her Stamford Luxe cot bed since birth and won’t sleep in anything else!” When launching a new range with celebrity endorsement, we also asked Cosatto’s Marketing Maestro Millie Rollinson why they selected Paloma Faith - a well-known singer, songwriter and actress who is admired by many for her retro and eccentric style as the best person to suit their own branding ethos. “I think it’s important to pick someone who shares some of the same values as your brand. For us we asked the question‚ ‘if Cosatto was a celebrity who would that celebrity be?’ and Paloma was an obvious match! She is daring, fun, intelligent and has maximalist style, which we felt fit perfectly to Cosatto. I also think it’s important to pick a celebrity who will have maximum involvement. So many famous people endorse products that they have had zero input in. It was important to us that the Paloma Faith range felt holistic and Paloma was involved from the absolute get-go.” Vicky Morley, Creative Director of Cosatto, adds: “We are chuffed to bits to be working with Paloma - she is a creative force with a natural flair for spotting trends. She is a true talent with a unique view of the world. Paloma is not afraid to be herself and stand up for what she believes in. This is also a Cosatto sentiment. We are kindred spirits - this is what drew us to her.” To gain a better understanding, we also asked Paloma and Amy why they were happy to be brand ambassadors. “When I was a new mother I felt that none of the prams or pushchairs designed suited my personality. They all made me feel like I had to become someone else to be a good mother,” said

Paloma. “I wanted to design something that allowed me to celebrate who I am whilst also stimulating my child. To show them it’s Okay to stand out from the crowd and have a joie de vivre about all things. These designs make me feel happy to be different and my child loves them too.” Amy told Nursery Today: “I was completely overwhelmed to be offered this opportunity. As a mum of two under two, and a mummy blogger, it is so important to me that I find and work with brands I believe in. I also have a responsibility to my followers to tell them about brands that are great and work for me. “A lot of people ask me for advice and I want to help other mums. I love Obaby, it’s a household name and a brand that has the customer at the front of their mind. Obaby has something for everyone, each range is made with the upmost quality and care, it not only looks great but fits in with modern day parents’ lifestyles.” Having announced Paloma Faith as their own Ambassador, we asked Millie why celebrity endorsement is important within our sector? “Celebrity endorsements have flooded the fashion industry for several years and we are now seeing more celebrity collaborations emerging within the nursery sector. For a consumer, nursery products are such an emotional purchase so while I feel celebrity endorsements can be financially beneficial to a company, I think finding the right celebrity is vital. Customers need to feel a connection and trust with the celebrity and feel the celebrity would buy into the brand themselves.” Of course, we just can’t ignore social media and the role this plays. Social media is a tool used by many mums or those who are expecting their first born, how does celebrity endorsement drive brand awareness? “Social media has a massive impact to drive brand awareness, with celebrities having a large audience on social media this helps spread brand awareness on a wider platform,” commented Beth. Millie agrees and feels celebrities who are active on social media can also bring fresh audiences for brands. “Celebrities have overall a larger following on social media than brands - this gives brands a great opportunity to reach new audiences as well as those who are not yet in the target market - they can create awareness and emotional connection to your brand before they reach that life stage.”

Doing it for mumma Casey Bachelor doing it for the mumma’s video featuring Babymoov.

After a recent family holiday abroad with 10 month-old daughter Florence, Casey, model and Celebrity Big Brother star, took to her Instagram where she has more than 325,000 followers, to share her top 5 best baby social media – which included the her on ion holiday buys that got the most attent IT FOR THE MUMAS’ Casey said: “So Babymoov Babyni UV tent! Captioned ‘DOING game changer. Literally it popped open first....@babymoov_uk - This pop up tent was a toys in-between our sun beds, which her all with with a soft mat, we sat Florence in it tent has a shade with UV Filter.” meant we were still able to tan in the sun, as this tent range contact the below. For more information on this best selling anti-UV Email: sales@babymoov.co.uk Web: www.babymoov.co.uk

Super models with Cybex Cybex has collaborated with supermodel and supermum Karolína Kurková to launch a brand-new fashion collection.

Designed for modern parents, the collection epitomises energy, passion and her love for her family. It is also made with sustainable materials and features REPREVE certified recycled fibres. The collection comprises of the PRIAM and MIOS pushchairs and the CLOUD Z i-Size, an infant car seat which features 180° rotation (when used with the base) for easy access and an ergonomic lie-flat position outside of the car. It also includes the ergonomic YEMA baby carrier. Offering the ultimate comfort, the KK collection also includes the LUX CARRY COT which features panorama and sky view mesh windows, offering improved air circulation and a great view for little ones.

Web: www.cybex-online.com

Perfect P f partner Cosatto have always believed in celebrating parenthood by creating baby products that make a statement and stand out from the crowd. Proud to be a ‘marmite’ brand – Cosatto have now joined forces with Paloma Faith to launch a new range including two Travel Systems, a stroller and a car seat. Just like Paloma, this range is irreverent, opulent and confident, bringing a new dimension to the whole parenting experience. Playful and powerful this choice of pram expresses the person and not just the parent. Email: millie.rollinson@cosatto.com Web: www.cosatto.com

Fitting for celebrity style This stylish and elegant Stamford Luxe cot bed definitely fits in with the celebrity style, as shown by Obaby’s very own brand ambassador Amy Childs who has this cot bed for her daughter. Its deluxe, hand-shaped end scrolls flow perfectly into the curved rear side rail, creating a unique look that truly sets the Luxe apart from other sleigh cot beds. With an adjustable three-position base and protective teething rails, it can convert effortlessly in to a toddler bed and day bed. Tel: 01652 641490 Web: www.obaby.co.uk

nursery today

focus SNAPDRAGON

What to do if you find counterfeit products online Rachel Jones is the founder and CEO of online brand monitoring company, SnapDragon, which she founded after successfully tackling fakes of her own nursery product, the Totseat. n an exclusive three-part series for Nursery Today, Rachel will be sharing her hot tips on considering the dangers of cheap knock-offs, to practical advice as to how brands in the nursery sector can protect themselves online.

Counterfeiting is big business. Shockingly, pirate and counterfeit goods generate trade of nearly half a trillion dollars a year. The sad truth is that more and more of us are bound to find products sold online which infringe on our own brands’ intellectual property (IP), whether as out and out counterfeits (using our trademarks), or as unbranded, but horribly similar products. For SMEs with much to lose in terms of reputation, brand value and revenues, plus the worry of the unsuspecting consumer who could be hurt – the idea of fighting fakes online can be a daunting task. This I know only too well, from a personal perspective, having had exactly this happen to me with the baby product I created 15 years ago, the Totseat. However, if I can fight back - so can you – particularly when the processes for reporting infringements on the major platforms have significantly improved. So here are a few easy tips – most of which don’t cost a penny – on what to do if you find fakes of your brand online …

Buy a sample

Frustrating to have to pay for a copy but better the devil you know than the devil you don’t. If you have a sample of an infringing product in your hands, you can properly compare and contrast with your own product. Try and find three differences which will enable you to alert trusted distributors and retailers, as well as your customers. If the products are incredibly similar, look for packaging errors, spelling mistakes, differences in finishing, smells, the inclusion of silica gel packets, anything that could be an indicator that it’s a fake. Some manufacturers like to highlight all the variations between genuine and fake publicly on

their website to make customers aware. While some variations are sensible to mention, we would recommend that not all are brought to attention. By giving away this information, an eagle-eyed counterfeiter could come up with a different way to make their counterfeit product harder to spot. Again, if it’s all too similar for comfort, think about three things you can incorporate into future manufacturing runs. Small edits which a less than scrupulous counterfeiter won’t notice - oddities with thread, extra bumps on molds for example – along with security labeling or tagging if you can. Update your manufacturing spec so these just become part of the product and don’t need to be flagged as anything other than this to your factory.

Once the differences are known, create a comparison chart and share it with all the Customs and Border agencies in territories where your brand is sold. If you haven’t already registered with customs officials then get onto the EUIPO website and register through the Application for Action form. Wherever filing, you must have a trademark in the territory in question (this will still be appropriate in a post-Brexit world if you have an EU trademark). These databases help officials to identify infringing items coming into the territories in which you have registered. If counterfeits are found, you are alerted immediately. The same can also be done elsewhere, such as Australia and the US.

Report infringing items for removal

If you find a fake on a reputable marketplace report it immediately through the marketplace’s official channels. All reputable e-commerce platforms have an official reporting process,

some easier than others. You must be able to prove you own the IP, uploading the infringed mark in a certified, digital form, or, for copyright, the original image. For the latter in particular, make sure you keep copies of early images and marketing materials – you may need them again! You may also need to upload company information to support your claim, such as your Certificate of Incorporation. If you’re an individual, you may need to submit a copy of your passport.

Stay vigilant

Monitor the e-commerce platforms regularly for the links you have already reported and for new links. Don’t just think in English. Translate your brand, and descriptions of your products, think laterally and be creative with searches. Look for mirror images of your own and even those, which are upside down. Finding a fake of a product to which you have devoted years of your life is a horrible experience. I hope you never go through it. But if you do, be brave, take heart, and don’t be an ostrich. With vigilance and proactivity, you can keep your customers and your business safe. And if you’re stuck, please shout. Web: www.snapdragon-ip.com

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