Nursery Today 2020 by Lema Publishing

APRIL 2020 ISSUE 7 VOLUME 23

NEW FOR 2020

contents Re g ul a r s

the team Editor Penny Franks penny@lemapublishing.co.uk

APRIL 2020 ISSUE 7 VOLUME 23

Contributors

6 News r Profile 12 Retaile ducts 39 New Pro y Products 42 The Bab n Associatio

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Ad Manager Simon Davis simon@lemapublishing.co.uk

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

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Production Director Paul Naish paul@lemapublishing.co.uk

Production

NSG

This month Yasmin Ali (NSG & Babyland Fife) take a quick look at what’s happening for retailers during these unprecedented times.

Barking Mad

Pramland’s John Barker takes a look at recent activity due to the Coronavirus/ COVID-19 lockdown and the impact this is having on everyone in our industry.

Ross Hewitt

With diﬃcult times ahead, Nursery Today’s social media expert Ross Hewitt gives his advice - ‘be noisy & visual’ online.

Parents Insights

Jenny Kieras takes a look at gender equality for pre-schoolers.

Intelligent Retail

David Fairhurst looks at how we can keep retail going.

Rick Vickers rick@lemapublishing.co.uk

Cover Story

Managing Director

Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Advertorial p10

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

Compact Folds

Carriers & Slings

Night Lights

p18

www.nursery-today.co.uk

p32 Advertorial p18

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Compact meets comfort with the Metro Compact City Stroller from Ergobaby. Here we highlight the upgraded and redesigned Metro Compact City Stroller for 2020.

Features

Circulation Robert Thomas robert@lemapublishing.co.uk

Ergobaby

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

elcome to our April issue. Does anyone else want to press the re-start button on 2020? With the current global COVID-19 pandemic and with many countries now in ‘lockdown’, I have to state that I for one am incredibly impressed with the way that our industry has pulled together. The question though that many of us are asking – and doesn’t appear to have been answered - is whether nursery is considered to be within the ‘essentials’ category? Babies and infants still require car seats, pushchairs/prams, need somewhere to sleep, bedding, feeding and bathing products, etc. I would be interested to hear everyone’s thoughts on this subject. I’m not going to dwell too much here on the current situation as many of our contributors have written articles of interest that provide a great insight for you all. They’ve also given great advice as we all turn to social media, our websites and of course the battle with WiFi if remote working (or at least I know I am!), and I’m sure you will all find these of interest and hopefully also informative. For example, over on page 15, Yasmin Ali of the NSG is reporting a surprisingly upbeat response to the situation by independent retailers (you are all truly fantastic and have demonstrated once again that you are the backbone of our industry); John Barker as an independent retailer takes a look at the COVID-19 current lockdown in the UK, the impact this is having and how his personal ‘action plan’ came into force over on page 30 (and as he says, it’s time to hear the independents roar!). Next we have articles focusing on social media and e-commerce, with Ross Hewitt stating it is imperative that we all stay visible online by perhaps creating online content

Nursery Today welcomes Simon Davis onboard as the new Advertising Manager. Simon has a wealth of experience and has been a member of the Lema Publishing family for more than four years.

giving pop-up videos illustrating demonstration of product and to ensure your website and social media accounts are updated regularly (page 34); while over on page 40, David Fairhurst of Intelligent Retail runs us through e-commerce and gives his advice on how we can ‘keep retail going’. This month is also the month that our advertising manager Christine Contreras steps into retirement. Christine launched Nursery Today with our Chairman Malcolm Naish more than 23 years ago and has been active in growing the title to the magazine it is today, and has been a respected and a very much loved individual by everyone in our industry, developing friendships with many over the years. I have had the pleasure of working alongside Christine for more than 14 years and on a personal note, not only has Christine been an absolute incredible work colleague, she has also become a close friend. I know that Christine wished to see everyone prior to her retirement during Harrogate Nursery Fair, and although this was cancelled in March, I can say that she is hoping to attend the show either in June or if moved, at a later date. I’m sure she’ll have her party feet at the ready and we can all celebrate her amazing achievements over the years together. In the wake of her retirement, Nursery Today welcomes Simon Davis onboard as the new Advertising Manager. Simon has a wealth of experience and has been a member of the Lema Publishing family for more than four years. I am confident you will all welcome him into our fold and again Simon will be in attendance at Harrogate to introduce himself personally to you all (some of you may know Simon already as he has been an active member also on our advertising team on Nursery Today’s sister publication Toys n Playthings).

We also welcome Marian McNamara who will be working alongside/assisting Simon. Marian has been actively involved on other titles within the Lema stable and is also looking forward to meeting you all at Harrogate. This month our cover heroes are Ergobaby who introduce you all to the updated and redesigned for 2020 Metro Compact City Stroller. This stroller is compact and light enough to take you everywhere you need to go and tenderly designed for the ultimate in cosiness and care. You can read all about it by turning to page 16. Finally, Nursery Today is here to help everyone wherever possible and although we are remote working, we will continue to bring you news, articles of interest and new product launches in-between issues through our own website and social media channels. Simply visit www.nursery-today.co.uk to subscribe to receive our online news flashes (if you haven’t already), Link with us at Nursery Today on LinkedIn or follow us on Instagram @nurserytoday. Feel free also to contact me on 07758 224258 or via email: penny@lemapublishing.co.uk - I would love to hear from you. Stay safe and well.

After more than 23 years, “Christine heads into retirement!

Here’s our first Front Cover and Christine from 19 9 7.

“

nursery today

news Snap to that! The Insights People, the global leader in kids, parents and family market intelligence introduced its new service – SnapSurvey – that enables brands to get answers and insight-led analysis about the kids and parents’ demographic in as little as 72 hours. Having access to reliable data and quality insight which is delivered quickly is becoming more of a pressing industry for clients. The Insights People have designed and developed a methodology which enables companies to get quality, unbiased and reliable data efficiently and effectively. Nick Richardson, CEO at The Insights People comments, “This is an important development to further support clients who need quality information which is reliable and gathered in a way which is correct and unbiased. The approach we take enables clients to feel confident that they are getting reliable data with insightful commentary which can be applied across their business. Within a week of launching we have undertaken projects for clients wanting to test advertising creative and for a client wanting to understand some of the impact of Coronavirus on children’s digital media consumption.” Web: www.kidsinsights.com/solutions

Jennie Lambert joins team SUMR SUMR Brands celebrates the appointment of Jennie Lambert as Demand Planner. Jennie will be closely working with their key accounts across all brands, Summer, SwaddleMe and Pop!, to ensure that demand is met through stock optimisation and helping to maximise service levels. Jennie has a wealth of experience within the Nursery and FMCG industries and SUMR Brands are thrilled to welcome her to the team. Web: www.sumrbrands.com

Jo Tantum, partners with Purflo

Purflo, the UK’s original baby safe sleep brand are teaming up with Paediatric Sleep Consultant Jo Tantum. Purflo, who have relaunched their brand in 2020 with an innovative range of exciting new products, new website and social media platforms are delighted to be partnering with Jo. Jo Tantum is a leading voice in the baby sleep field and will offer expert advice on a range of baby sleep topics, contribute regular blogs, take part in Purflo safe sleep campaigns and represent the brand on and offline in baby sleep. A mum of one and previous Purflo customer herself, Jo Tantum has been working with babies and parents across the globe for more than 30 years. Jo was a key speaker at ‘The Baby Show’ for 7 years and a Sleep Expert for Prima Baby Magazine for 8 years. She has also appeared on GMTV, Richard and Judy, ITN news and was the resident Sleep Expert on Live With Gabby. Richard Trott, managing director of Purflo says “It’s a very exciting time for Purflo and we are delighted to welcome Jo Tantum to the team. We are also thrilled to be collaborating with so many lovely families who share our passion for making the safest possible sleep environments for babies.” Web: www.purflo.com

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Sponsored by

Cheeky Award Wins for Cheeky Rascals The Cheeky Rascals team are thrilled to see multiple award wins for a number of its leading brands in the 2020 Made for Mum awards. The trusted distributor scooped not one, not two, but four awards across its portfolio of brands, including two gold trophies for Izmi and Potette. Selina Russell, Founder of Cheeky Rascals commented: “We are so pleased to see 4 amazing award wins in the 2020 Made for Mums Awards. We are so proud to oﬀer our customers the very best across all key areas of parenting so to have this recognised once again within the industry, is just fantastic.” Web: www.cheekyrascals.co.uk

Swift reaction by Lotus Maternity Director of Lotus Maternity, states business is not as usual, as she returns to practice in the NHS during their hours of need. Midwives will go on to assist around 150,000 births over the next three months, through the peak of the Covid-19 virus. Olivia Swift, Director of Lotus Maternity has therefore chosen to help in the best way she is able during the pandemic and return to work as a midwife, after being asked by the Nursing and Midwifery Council (NMC) to join the temporary coronavirus emergency register. Swift who manages the multi award-winning maternity brand had her midwifery registration reinstated by the NMC on Friday, after opting in to return to clinical work to support the understaffed and overstretched hospital services. Swift finished working as a midwife two and half years ago to work for Lotus Maternity full time. Swift comments, “Although it has been some time since I have worked clinically, I feel more staff working on the frontline is what is needed during the current crisis. It is an emotional and difficult time for all small business owners at the moment where many things are out of our control. Our local Nottingham factory, where we have our beautiful nursing wear range and nursery products made have had to close and whilst we carry a small amount of stock, we are unable to launch new products for our Spring/ Summer collection.” Web: www.lotusmaternity.co.uk

Medela mums express themselves

To discuss call: 07810 541 149 Email paul.sirett@gmail.com WEB: www.sellingsolutionsuk.com

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The team at Medela UK, is thrilled to have scooped two awards at the 2020 Made For Mums Awards, taking home both Gold and Silver in the Electric/Battery Breast Pump Category. The world leading breastfeeding brand is the ﬁrst choice for hospitals globally and supports over 75% of UK hospitals, so it’s certainly no surprise they are a hit with mums too. Web: www.medela.co.uk

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RRP £279. THE NEW MAXI-COSI® MARBLE IS AVAILABLE TO PRE-ORDER NOW. LAUNCHING JUNE 2020.

TINCA One for everyone

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i-Size safety

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CORAL Designed to keep you close

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RRP £139. THE NEW MAXI-COSI® TINCA IS AVAILABLE TO PRE-ORDER NOW. LAUNCHING APRIL 2020.

FEATURES

Ultra-lightweight carrying

With its clever modular design, the Maxi-Cosi® Coral is more than a car seat, it’s a reinvented infant carrier that offers state of the art convenience. First of its kind, the Maxi-Cosi® Coral is designed with split functionality. It gives new parents the confidence of a car seat that has the highest safety standards from birth up to 12 months, along with the freedom of having a removable lightweight carrier with ergonomic inlay for optimal convenience and everyday mobility. Allowing for multiple carry options for more intimacy, the soft carrier weighs just 1.7kg and is fully upholstered with soft fabrics. The retractable soft carrier handles offer more convenience and ultimately makes the journey comfortable for new parents and newborns alike. The intuitive modular design means the soft carrier locks effortlessly into the safety shell and easily clicks onto the ISOFIX base (sold separately). No fuss, no bumping heads on the car door, just clever design that allows parents to stay close with their baby from day one.

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retail

ONLINE4BABY

Onwards and upwards During these difficult times, we spoke to Christy Foster, Online4Baby’s Managing Director to find out what challenges they have experienced during the current UK lock down coupled with their activity over the course of the last 12 months. Nursery Today last featured Online4Baby as a Retailer Profile in June 2019, much has happened since then. What has occurred in Nursery that has had the largest impact on your business?

With the current situation aside, the closure of Mothercare is probably the biggest thing to hit the industry. The timing of the announcement alongside the loss of jobs and the demise of another household brand we all grew up with was sad. It has definitely had an impact on both online sales and particularly on our showroom. It was already performing incredibly well in the first half of last year but ended the year over 50% up in terms of revenue on 2018 welcoming over 8,000 customers, some travelling from as far as Glasgow! The week before the COVID-19 crisis started we actually had 175 couples visiting the store so it’s been very busy. Boxing day and January were also incredibly busy, so it looks like we’ll end this year another 70% up (subject to the

timescales on re-opening). The showroom outperformed the online channel in some respects which shows that there is still a place for physical stores in the overall business model. This is one of our key focusses for this year as our current showroom just isn’t big enough. We’ve had couples queuing in the car park on several weekends, so we’ve been looking at how we expand that part of our business and what that looks like in terms of geography and format.

The w eek be fo re “ th e C O V ID

-1 9 cris is starte d w e ac tu ally ha d 17 5 coup les vi sit in g th e store so it ’s been very busy .

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”

Did you have a plan in place with regard to increasing your own stock levels after the Mothercare announcement?

Not specifically but there were obviously a number of manufacturers with large volumes of products destined for Mothercare so we’ve been working with them to take stock in quickly to alleviate some of the backlogs. We also saw an increase in higher value product sales in the showroom as people were still looking to see the products

first-hand and were concerned about the uncertainty around things like warranties with Mothercare closing down.

You opened your new warehouse last year giving you a greater stock storage capacity - how is this currently operating for your business? It was a timely move as shortly afterwards we saw our largest increase in revenue as a business. Our main warehouse where our head oﬃce is based was struggling with the increase in order volume which was over 120% up on the previous year in some cases. We’ve gone from having a 700 pallet capacity to opening up space of over 4000, so this has definitely alleviated some of the logistics pressure we were facing.

You had also increased your team by 25 percent, did this assist you in growing any speciﬁc aspects of your business? Obviously, a proportion of the additional headcount was just to cope with the day-to-day business growth, but we have strengthened in a couple of key areas to

allow us to expand as a business and added a new Finance Director to assist in delivering the business plan. We’ve now got 52 staff which is a challenge in itself, especially when it comes to parking! We’ve increased our showroom staff to nine to cope with the increase in footfall we’ve seen. This has been driven partly by Mothercare closing and an increase in our localised marketing activity to increase awareness of the showroom and our product range. We also run brand specific events which have been a huge success and resulted in a number of record days from both a revenue and customer perspective. Marketing recruitment has allowed us exploit marketing channels which previously we didn’t have the skill set or resource to utilise. We’ve built a team of experts in their respective fields which has proved to be of huge benefit to the business and highlighted knowledge gaps which we previously didn’t realise existed within the business. Finally, we’ve added to our logistics division to ensure we can actually get everything ‘out of the door’ but also look at our internal processes and ensure we continue to improve and grow as a business.

When we last spoke, you were already illustrating substantial growth as a business - has this increased further during that time?

I think I mentioned in a previous ‘Talking Shop’ piece that we implemented a significant amount of marketing activity at the back end of last year which we expected to take a few months to mature but ‘took off like a rocket’.  We had a few nervy weeks where we were struggling to cope with the increased demand but we’ve got a great team at Online4baby and everyone pulled together, worked extra hours and we managed to clear the backlog and implement processes to allow us to cope with that level of demand on a consistent basis. Overall, we’re still growing fast and the current situation has accelerated that growth even further.

What has been your strategy with regard your growth?

We took a step back last year and really looked at the business from both a sales and operational perspective. We rationalised our SKUs, brought in the right mix of people and have invested heavily in marketing. We also came off eBay and Amazon as our brand was gaining traction and our acquisition and retention marketing strategy meant we could generate the same revenue at a fraction of the cost elsewhere. We just concentrate on buying well and making sure we get in front of the people searching for those products. We want to work with our current manufacturers on exclusive lines, exclusive promos, overstocks and new product development. We have the benefit of having a large database of customers which can help clear large volumes through quickly. We’re also looking to work with new manufacturers on a similar basis. We’ve established strong, long lasting relationships with suppliers as even in a touch climate, we’re in a position as business that we can pay on time and take stock in quickly. We also don’t want to get into price wars. We want to get full margin to ensure we can invest in growing the business and support the manufacturers we work with. Fundamentally we just want great products, at the right price, that sell well and if it fits into our current business strategy, we’ll stock it.

With Coronavirus/ COVID-19 do you envisage footfall in your showroom to lesson in the coming months with perhaps more online activity on the horizon?

When the crisis started, we saw showroom footfall increase as people were coming to terms with the impending restrictions on movement so were getting out while they could to see products and while the risks were still relatively low. Following the advice from the government, we took the decision to close the showroom to ensure the safety

nursery today 13

retail

ONLINE4BABY As this is currently in the early stages, is there any advice you could oﬀer the JMDA team to help get this ‘oﬀ the ground’?

Not so much advice, as their role in the car seat development process means they’re well placed to understand the recycling element of it, but we’re absolutely here to support in any way we can. We are open to being a collection centre/ hub for the North West and work with local recycling partners to help drive this forward. We all have our part to play in ensuring the products we manufacture and sell to the public don’t end up contributing to a waste problem which is already at crisis point.

of both our staff and customers. As things continue to escalate, we’re seeing showroom sales move online but there’s also a lot of consumer uncertainty so it’s a very unpredictable time. No-one knows what’s going to happen so it’s just a case of taking each day as it comes and adapting to each situation as it arises.

Many products come from abroad, do you feel we might see any complications with regard to stock delivery? If so, do you have a strategy in place to ensure you can meet your customer’s expectations?

We’re already seeing the impact on the supply chain. Deliveries have been delayed and we’ve seen large sales spikes on products where there is a shortage in the market. Thankfully we hold a lot of stock, so this has benefitted us in the current climate. It’s definitely a challenge managing expectations though, as if imports continue to be disrupted and pre-order dates slip, then customers are going to have to look at alternatives. As we get closer to people’s due dates, we’re already seeing a shift from a shopping behaviour of ‘We really want this product in this colour and are prepared to wait for it’ to ‘What have you got in stock and can you guarantee delivery of it by this date.’

Are brands assisting you by way of support to aid you to remain competitive?

Everyone has to protect the long-term future

of their own business, so we respect that some brands are supporting businesses to ensure there is a functioning retail network moving forward and some are taking a more cautious stance.

With such growth, how are you managing consumer expectations? How do you currently run the day-to-day logistics of your company? Thankfully we have strong relationships with the main carriers and a very good customer services department which helps. It’s a challenge balancing the dispatch of new orders alongside goods in, spares, returns and everything in between. Throw in delays with deliveries, sickness, rain and lorries being stolen and you’ve got an average day as a retailer! Opening additional warehousing along with outsourcing certain operational elements of the business has given us more control and ﬂexibility around logistics. That all being said, things don’t always go to plan so you’ve got to be in a position to act quickly when issues arise and put processes in place to ensure they don’t occur again in the future.

JMDA have launched a car seat recycling campaign and as such was recently featured on the One Show, is this something you feel is good for the industry?

“ I th in k th is

crea tes an ex cit in g an d va ri ed reta il en vi ron ment an d gives cons umer s more ch oi ce , w hi ch can on ly be a good th in g. ”

By pure coincidence we’d been starting to look at this as a business after coming across an article on a programme that Walmart ran in the US to recycle car seats and “divert the plastic equivalent of 35 million water bottles from landfills.” We spoke to JMDA at the time, but it was very early stages at that point so it’s great that it’s started to gain some traction as it’s definitely something that needs addressing.

nursery today

Do you feel that we are seeing strength and growth for independent retailers in general?

Absolutely. I think we’re seeing a generational shift towards independents across many sectors from restaurants and coffee shops to clothing and alcohol. I think this creates an exciting and varied retail environment and gives consumers more choice, which can only be a good thing.

Is there any advice you could give your fellow independent retailers that you feel might assist them?

Product knowledge is key so ensure your staff, especially front line, learn the brands inside out. Give impartial advice as although this may not get you the sale in the short term, you will build long lasting valuable relationships. And think of new ways to set yourself apart from your competitors for when customers are looking beyond price.

Finally, are there any further exciting plans on the horizon?

The plan was to open another store this year followed by a further two to give strategic reach nationally but we’re waiting to see what the next few weeks and months bring to determine our strategy moving forward. With this currently on hold our attentions have turned to the digital side of our business. We’re looking beyond the industry to be at the forefront of technology in the way we sell online and operate as a business. We want to help bring what has historically been quite a traditional sector inline with digital innovators like those in fast fashion. We’re facing unprecedented challenges as both a business and a country so we’re working hard to ensure the future of the business for our customers and our staff. The retail landscape will look very different once all of this comes to an end, so we’ve got to hope that the government provides enough support to businesses in our sector and beyond to ensure the impact is reduced as much as possible.

YASMIN ALI

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Stay upbeat and positive This month Yasmin Ali (NSG & Babyland Fife) take a quick look at what’s happening for retailers during these unprecedented times.

s retailers I think at some point or another in the course of this craziness – we’ve stopped and wondered if we were living our worst nightmare, what actually is going on? Retailers I’ve spoken to are surprisingly still really upbeat – a massive round of applause to us as an industry. Most have played their part and stepped up. Dropshippers have ‘saved the day’ I’ve been told, allowing us to try and help customers who have hit panic mode requesting early orders. We’ve had people with August orders pulling them forward to collect in March, and still trying to process March and April orders as normal – while taking NEW orders at the same time. Certainly, we are in unprecedented times. No one knew what to do, or what was going to happen, are we essential? Are we not? Industry old schoolers, like my mum, Helen Hickman of Bumpstart Baby and others have seen themselves return to the helm of their businesses after sneakily trying to step back! It’s just not been possible! For us, we are a family business, we are a really close family – but all live

separately. So we’ve been split up, Mum however has a work force in her household so they’ve still been opening the shop and dealing with deliveries in and out while the rest of us try to co-ordinate websites and social media. Nursery Trade Group has been a massive help. If ever I’ve been glad to have been part of the NSG and Trade set up, its been these past weeks. In NSG its been a scramble for information – for once as a small business owner, the government has stepped up and been helpful, retailers have come together, and we’ve just been pushing the message out there that we are still here, we are still working and still providing product for the babies of the UK. I think people need to remember to keep using their social channels – keep trying to engage people in any way you can. Don’t for a second think you are alone, if you’re struggling, or just feeling a bit meh…reach out!! I’m here! I can listen, I can try to advise, I can send you silly pictures and make you smile. The clue is in the title: Nursery Support Group.

C erta in ly, w e are in N o on e kn e w w h at un p rece dente d t imes . go in g to h app en , artoe do , o r w h at w as we A re w e n ot ? es sent ia l? source pexels.com

Join in the conversation. Facebook groups: NSG V.2 – for all bricks and mortar independent pram & nursery retailers. Nursery Trade – all trade welcome nsg_indies@hotmail.com yas@babylandfife.co.uk Yas Ali NSG, Nursery Today, Babyland Fife

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cover story ERGOBABY

NEW Ergobaby Metro Compact meets comfort with the Metro Compact City Stroller. Upgraded and redesigned for 2020, the Ergobaby Metro is compact and light enough to take you everywhere you need to go and tenderly designed for the ultimate in cosiness and care.

rgobaby’s Metro City Stroller defies the limitations of urban travel by bringing the comfort and ergonomic design that Ergobaby is known for, to an ultra-compact stroller that easily fits on buses, tubes, in most airline overhead bins and in small car boots. The Metro’s ergonomic design features plush, cushy padding, a deep recline and an adjustable leg rest give your baby an ultra-comfortable seat rarely found in compact strollers. In fact, Metro is the only stroller on the market certified ‘back-healthy’ by the AGR of Germany. The Metro’s smooth ride suspension and durable, puncture-free PU rubber tyres easily handle pavement cracks, cobblestones and curbs for a comfortable ride. The easy one-hand fold mechanism, ample storage basket, hidden seat-back pocket and included rain cover are just some of the features that make parents’ lives easier and prove Ergobaby knows parents, and babies! The Ergobaby Metro Compact City Stroller is usable from 6 months up to 22 kg or 4 years, whichever comes first, or usable from 0m when used with Newborn Kit (sold separately). Other accessories available separately include a backpackstyle carry bag, footmuff and support bar. Available in Grey, Black and NEW colourways Marine Blue and Plum, RRP £269.90.

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What’s new for 2020? ■ ■ ■ ■

New sophisticated colourways Plum and Marine Blue join classic Grey and Black Reinforced aluminium frame is durable yet lightweight and supports a higher maximum weight limit Upgraded wheel bearings give parents and caregivers a smoother push More rugged canopy fabric for longer-lasting protection

Web: www.ergobaby.co.uk General email: service@ergobaby.co.uk Account Managers: North - Ali Bentley Email: abentley@ergobaby.co.uk Tel: 07852 154 342

South - Niki Lawrence Email: nlawrence@ergobaby.co.uk Tel: 07494 812 887

Lightweight and compact perfect for city living at just 6.3 kg and 52cm x 44cm x 23cm

Everyday conveniences plush, comfortable fabric seat is removable and machine-washable for everyday use

Adjustable footrest extra comfort for napping on the go

Metro Compact City Stroller

Weather-adaptive rain cover comes included and cool-air mesh allows airflow in warmer weather

nursery today 17

Advertorial SILVER CROSS

Pioneer Eclipse

DARE TO

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“With strong direction from fashion and interiors, it gave us an opportunity to explore new surfaces and the eﬀect of light on fabric structures. Engineered eﬀects within the Eclipse fabrics are brought to life as light passes over the surface for a visually striking result.“ Helen Smith - Fabric Design Manager

Silver Cross has unveiled its new Special Edition travel system to great excitement among both retailers and customers.

he brand ﬁrst revealed Pioneer Eclipse on its social media channels, creating a huge buzz among its thousands of followers. It’s since launched online for pre-order, with the take-up exceeding all expectations. David Abbott, Global Head of Brand for Silver Cross, said: “It’s been wonderful to see how excited our retailers are for the launch of Pioneer Eclipse. Our special editions always create a buzz on social media, but Pioneer Eclipse has had an incredible reaction. “As stores are likely to remain closed for a while, this will be the ﬁrst time we’ve launched a travel system solely online with our retailers. We’re excited to see how the campaign performs and how we can support retailers with brand projection online and digital assets.” Silver Cross is renowned for creating the most beautiful Special Edition prams, brimming with the brand’s trademark attention to detail. Pioneer is just the beginning for Eclipse, with a capsule collection due to follow later in the year.

Helen Smith, Silver Cross fabric design manager, explains the inspiration behind this stunning new collection. “The Eclipse story is one of architectural glamour, so we wanted to create something with new textures and stunning details. “With strong direction from fashion and interiors, it gave us an opportunity to explore new surfaces and the eﬀect of light on fabric structures. Engineered eﬀects within the Eclipse fabrics are brought to life as light passes over the surface for a visually striking result. “We absolutely loved creating this dramatic story. From the fabrics to the striking details, we wanted to excite the onlooker. We hope everyone loves the results.” Every last detail on the Pioneer Eclipse is meticulously thought-out and beautifully crafted. The structured fabrics look stunning against the gloss black frame, while rose gold piping, stitching and badges amp up the glamour. Eclipse combines beautiful design with all the great features of the best-selling Pioneer travel system, providing on-the-go comfort and style. Like all Silver Cross travel systems, the carrycot is lined in the brand’s signature bamboo fabrics, which are naturally anti-bacterial and help to regulate a baby’s temperature. As little ones grow, they’ll move into the Pioneer’s multirecline seat, making this a great birth to toddler solution.

silvercrossbaby.com

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focus COMPACT FOLDS

“C ompa ct an d lig htw eigh t push ch ai rs m ake tr avellin g th bu ilt up an d busy area s mucrohug h ea si er. C ompa ct fo ld s have al beco me a popula r ch oi ce fo r so second push ch ai r, as th ey area hand y w hen tr avellin g, especi sinc e m any can fit into th eally over he ad co mpa rt ments of pl an es .” D a mon M ar ri ot , Jo ie

Good things come in small packages The desire for nursery products that are stylish yet practical in terms of space has definitely been the case within the wheeled goods category, with a steady growth in the popularity of Compact Folds. We take a closer look.

ith many parents living an urban lifestyle, compact folds have certainly come into their own. Although these are not necessarily a new concept, we have seen a leap in demand since being introduced by brands over the course of the last few years. This category is definitely gaining momentum with brands continuing to look at weight, size and overall ease of use. We asked Nuna’s Brand Manager, Steven Smith why he felt that compact folds have become popular. “There is a higher awareness of these type of products as an option. Consumers now have a choice and more brands offer these in their range. One of the most common questions we get asked at shows is ‘how compact is it?’.” Naturally Steven also feels that these assist parent’s who lead a more active lifestyle. “As a society, people travel more and lead more expansive lifestyles, so the compact fold makes it easier getting from A to B, whether that’s by car, aeroplane or other forms of public transport.” Dorel Juvenile’s UK & Ireland Marketing Manager, Debbie Wakefield feels the growth is a lifestyle choice commenting “In the past year, interest in this category has grown massively. There is a trend amongst parents to look for one pushchair that fits all aspects of their lives. This requires a multi-functional set of wheels that is simple and convenient; straight-forward to travel with, easy to store and versatile enough to function whether on the pavement or at the park.”

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Cybex’s General Manager, Luke Burns thinks style goes hand in hand with space saving solutions in this category. “More and more parents and even grandparents require a pushchair that takes up minimal space whilst being easy to fold and store away – and compact folds offer just that. For some parents, they are choosing a compact stroller over an all-terrain pushchair due to their city lifestyle or some simply are purchasing for travel and holidays. “Style is unique to each individual parent; some look for the design element and some look at the range of colours available. When it comes to Cybex’s compact pushchairs, full functionality and style go hand-in-hand so there’s something for everyone.” Would it be reasonable to feel that brand names dominate this sector? “Whilst brand names do have some serious clout in influencing purchasing decisions, first time parents are new to this market place.” Steven told us. “They may have preconceived ideas of what they want, however due to the amount of content available to them, their buying journey is often disrupted by alternative brands, whether this be online or in-store. This can be for a number of reasons including style, features and functionality.” What about innovation, is this also streaming through current ranges? “Innovation in one hand folds and various chassis styles overall has been a more recent development to give parents more choice.” Said Debbie. “However, the compact folds that have emerged from this are a lot more interesting as they

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The survey says…

Nursery marketing specialists, FanFinders surveyed 1,000 consumers focussing on compact folds. Here‚Äôs the results. Q1. Did you buy a second lightweight pushchair?

Yes: 196 (19.6%) No: 804 (80.4%) If yes to question 1 (196 users): Was the size and weight of this important to you?

Yes: 182 (92.8%) No: 14 (7.2%) Was the way it folded important to you?

Yes: 178 (90.8%) No: 18 (9.2%) Q2. Did you buy a Travel System?

Yes: 456 (45.6%) No: 544 (54.4%)

If yes to question 2 (456 users): Did you look at weight the overall weight, size and how it folded?

Yes: 386 (84.6%) No: 70 (15.4%) Q3. Was the cost a consideration if you did?

Yes: 384 (84.2%) No: 72 (15.8%) Q4. Did you research compact fold pushchairs online?

Yes: 314 (68.9%) No: 142 (31.1%) Q5. Did you look for an item that gave a ‘one hand fold’ option?

Yes: 232 (50.9%) No: 224 (49.1%) Q6. Did you look for a brand name that you recognised?

Yes: 282 (61.8%) No: 174 (38.2%) For more information on FanFinders and the consumer insight they oﬀer, please call: 0203 808 3011 or visit www.fanﬁnders.com

Pioneer Eclipse

DARE TO Available to pre-order now

silvercrossbaby.com

focus COMPACT FOLDS

Coffee break collapse in many different ways. Brands have definitely been quick to answer this need in the market and it is interesting to see the variations now available.” Steven agrees. “Absolutely, there are many new advances on the market which benefit the consumer’s lifestyle greatly.” Said Steven. “This year alone, Nuna has introduced two new products that are both innovative and functional. The TRIV folds easily with one hand, in seconds and has a super compact fold. The MIXX next also launches in April. When the product is folded, the wheel retracts into the chassis, saving 25cm to the product length. These two products have been introduced as an option, to meet the demands of the consumer and the way they live.” For Cybex innovation is what fuels their business with Luke stating: “For Cybex, innovation fuels our business, we are always looking at ways to combine smart functionality, convenience and style. We have some exciting products coming this year in the compact and very lightweight category – stay tuned for more info!” We also asked Joie’s Head of Product Development, Damon Marriot if he felt we are seeing innovation with regard chassis styles and quick, one hand fold? “There are now many more entries in this category, which is pushing brands to develop the next popular and innovative idea. Joie’s Tourist is a product that really excels on chassis style with a modern aesthetic and fold function that has been designed so the pushchair does most of the work for you.” Damon also commented with regard how brands will continually refresh and innovate in this sector. “Since this category is relatively fresh, we should see plenty of innovation over the coming years. Weight is incredibly important and so finding ways to shave off extra grams can tip the scales in a products favour. The design of the fold function can also have a big impact as smaller and more convenient folds provide real-world benefits to parents.“ Naturally with the word ‘compact’ would this mean that consumer’s expect the product to perhaps have a lesser function than say a heavier travel system. Are they prepared to perhaps accept a level of reduction in functions and features? Debbie doesn’t think so. “I don’t think they need to. Many of the latest innovations in compact fold pushchairs have the same features and functions as traditional larger travel systems. For example, our Maxi-Cosi Laika² still has suspension, a good-sized basket, a full-sized seat, an infinite recline and is suitable for use from birth, but with the addition of a one-hand compact fold.” “There’s still an expectation with functionality but to a lesser degree - the main characteristics parents look for in a compact fold are that it’s lightweight with a small footprint, so consumers are aware that some features will be dropped to allow for this.” Comments Damon. Steven feels that the additional feature is illustrated in the fold and therefore consumers are viewing these with their own budget in mind. “This will largely depend on the brand and budget of the consumer. The compact fold is an additional feature, so they are often looking for

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something that ticks all their boxes. As a premium brand, we are mindful of this and offer compact folds, loaded with features.” We asked Debbie for her thoughts on what she feels is the typical reason behind the purchase of a compact fold? “Compact folds are still more commonly used as second stage pushchairs. However, the number of people using them as their primary pushchair from-birth is increasing, especially when you look at more densely populated areas like London. “Therefore, one of the main purchase drivers of a compact fold can be the location that parents live in. Parents living in the city who are more likely to jump on and off public transport are more likely to opt for something a little smaller than those who live in more rural areas.” We all know that consumers are information hungry, with this in mind, is this a category that is well researched online prior to purchase? “Absolutely!” Said Steven. “Whether it’s through social media, or the web, there is an enormous amount of content and product reviews available to allow the consumer to make an informed decision. Omni-channel shopping experiences are important to consumers as they can educate themselves, test in person and purchase. It has never been easier for the consumer to access information.” Debbie feels that researching their pushchair is incredibly important to parents and parents-to-be as it’s a vastly saturated market. “Parents rely heavily on reviews and recommendations from friends and family, press and over the past few years, influencers too. We’ve recently found that search trends for aeroplane approved and compact pushchairs are on the rise. This is because people want the convenience of one pushchair that can function in all aspects of their life.” Are we likely to experience further innovation when it comes to compact folds? “As long as the demand from the consumer is there, brands will continue to develop products that make them stand out,” comments Steven. “Nuna’s latest innovative compact folds certainly won’t be the last!” Debbie expects innovation to literally ‘fly’ as this category develops stating: “There has been so much innovation in this category and we foresee this continuing. Over the next few years we predict the emergence of more and more brands looking to create even smaller, airline-approved folding pushchairs that don’t compromise on their range of features.” Would this then perhaps mean we might see a decline in the demand of umbrella fold pushchairs? We asked Debbie for her thoughts on this. “There is still a demand for the umbrella fold pushchair as this solution still works well for some families.” Said Debbie. “However, we can certainly see the compact fold taking a bigger share of the market. This is growing constantly so we expect to see this to increase further throughout 2020 and beyond.”

Ergobaby UK’s Marketing Manager, Amanda Loveday, gives her insight into the compact folds category. Why have compact folds become so popular? What would you say is the typical reason for the purchase of a compact fold?

Millennial parents are maintaining their active, experience-seeking lifestyles with baby in tow, and innovations in both comfort and convenience mean that a compact fold can help them achieve this without the need for compromise. Parents are looking for a stroller that can go everywhere they go while still delivering all the comfort that their child deserves. Do you feel we are seeing innovation with regard chassis styles and quick, one hand fold with regard to this?

Retailers should prioritise stocking strollers whose features improve functionality and make parents’ lives easier as these are the models that sell. For example, strollers oﬀering a one hand fold mechanism are becoming a must-have for on-the-go parents who know it sometimes isn’t convenient to put your child down while folding the stroller. It’s not just folding mechanisms that consumers look out for however. For example, longevity and ease of use: chassis made from aluminium help increase stability and support a higher maximum weight limit, while maintaining a lightweight feel, and wheel bearings create a smoother push, helping the stroller feel weightless while in use. Strollers that come ready-assembled are attractive to both ﬁrst-time parents and those who have struggled over stroller-building in the past! Comfort is also of the utmost importance to consumers, for both parent and baby. Features such as seat padding, recline options and adjustable leg rests are high on consumers lists to ensure their little one is kept comfortable even with long-term use. Is style important in this category?

Size and weight, comfort, and functionality are the key purchase drivers for consumers shopping for a compact stroller, but this doesn’t mean they don’t care about style. Sophisticated and stylish colourways draw a customer’s eye to a product and makes a good ﬁrst impression, while a sleek design highlights a product’s compactness. Do you have any information that reflects perhaps a trend for these as a purchase as a second pushchair?

The mistaken view that compact strollers are only useful as second strollers or for travel purposes etc. is slowly being overturned. Compact strollers are the primary choice for many consumers with multiple beneﬁts that outweighing the bulk, weight and inconvenience of full-size strollers, as well as their lower price point. Do you think we may see further innovation within this category?

Ergobaby are dedicated to driving innovation in this category and 2020 is no exception. This month we are announcing an update to our award-winning Ergobaby Metro Compact City Stroller including a range of upgraded features and colourways.

Everyday travel companion This fully-featured compact stroller is perfect for city living or jet-setting travelers. TRIVâ&#x201E;˘ is cleverly designed with a seat that can face both ways and fold both ways, and can easily convert to a travel system. The ring adapter can even fold with the frame, creating the perfect sidekick to your everyday adventures. For a quick trip to the corner store or getting across town, TRIV is a natural city dweller that packs up quickly with a one-hand fold and stands on its own, keeping your busy hands free. Find out more at nunababy.com

focus COMPACT FOLDS

Great little tag along Pact in a second Meet pact, a tidy tagalong that packs up in a split second. With space and ease of use being a real concern for many parents, Joie has the answer with their Pact stroller! Ultra-lightweight at just 6kg with a super compact fold, this stroller is perfect for when out and about. The one hand folding system allows parents to pack away in an instant and comes complete with an integral carry strap and a handy carry bag for easy transportation! Pact is suitable from birth with a ﬂat reclining seat and includes adapters to pair with Joie’s Gemm, i-Gemm, i-Snug and i-Level infant carriers. It also features a one-hand multi-position recline, height adjustable handle, padded soft 5-point harness, extending canopy, all round suspension, large shopping basket and raincover.

A great flat fold design to impress any little explorers! The PEPP next ﬂat fold design is so small it happily tags along wherever you’re heading and can be wheeled behind like a piece of luggage whenever your little one wants to explore! It even stands upright when folded for easy storage and pairs perfectly with the PIPA series car seats – taking trains, planes and automobiles in its stride. The complete canopy system, silent pull-down UPF 50 dream drape and all-season seat with a three-position recline allow for super relaxed riding and plenty of space to sleep or stretch too.

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

Intelligent design With a compact fold of just 50cm and weighing 9.9kg, the Mios is the perfect city stroller for parents. Oﬀering ultimate convenience, the Mios features a one-hand folding mechanism that enables the stroller to be transformed into a self-standing compact package that can be easily stored away at home or when out and about. Lightweight and versatile, the Mios features intelligent memory buttons so the seat can be easily reversed. Plus, the one-hand recline function features four different positions and a further three positions for the leg rest, offering maximum comfort for baby. Available as a 4-in-1 travel system, the Mios comes in seven beautiful colours including Autumn Gold, Mustard Yellow and Nautical Blue.

Web: www.cybex-online.com/en-gb 24

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Web: www.nunababy.com

focus COMPACT FOLDS

Compact meets comfort

Stroller The newly updated Ergobaby Metro Compact City ign combines the superior comfort and ergonomic des stroller. that Ergobaby is known for in an ultra-compact

ding new plum and marine blue), includes The new Metro comes in four colourways (inclu more rugged sunshade for long-lasting protection upgraded wheel bearings for a smoother push, a higher maximum weight limit. and a reinforced aluminium frame to support a x 23cm and weighs just 6.3kg, while The Metro folds down with one hand to 52cm x 44cm stroller such as padded seating with advanced e full-siz a of s maintaining all the comforts and convenience shable fabric, and handy accessories. multi-zone support, clever storage solutions, machine-wa

Email: service@ergobaby.co.uk Web: www.ergobaby.co.uk

Meet tourist, a tidy tagalong with an ultra-compact fold Designed to make travelling easy, Tourist adds flash and function to everyday adventures. This stroller features an ultra-compact fold and packs away in an instant using Joie’s one-step, self-folding system. The included easy one-click adapters allow 3in1 multi-mode compatibility so parents can pair with Joie’s gemm, i-Gemm, i-Snug and i-Level infant carriers or matching ramble carrycot (all available separately). Tourist is packed with features including a multi-position recline with a lie ﬂat mode for newborns, full size UPF50+ canopy with eyeshade visor, height adjustable push bar, removable fabric covered bumper bar, 2 position calf support, all wheel suspension and a full-size easy access shopping basket. Weighing in at just under 6kg, this is one of the lightest fully featured strollers available and comes ready for travel with the included rain cover, custom carry strap and bag.

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

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Small in size, big on comfort Weighing just 7.5kg and with a super lightweight frame, the Qbit+ All City is small in size but big on comfort – the perfect city and travel stroller for parents. The innovative fold technique can be operated using just one hand, turning the Qbit+ into a compact and freestanding package in just seconds. Featuring single wheels with all wheel suspension, the Qbit+ offers a smooth ride with with increased manoeuvrability that tackles bumpy cobbles and uneven sidewalks with ease. The Qbit+ is also a 3-in-1 travel system when paired with an infant car seat and the Cot To Go. The Cot To Go oﬀers lightweight luxury for newborns and small babies up to six months. Plus, when it’s not in use, it’s small enough to ﬁt into hand luggage making it ideal for travelling and storing away.

Web: www.cybex-online.com/en-gb

A STYLISH NEW BRAND WITH A STUNNING RANGE OF OUTSTANDING STROLLERS. The premium offering, the , is a revolutionary all new carbon fibre model, this is one stroller that is sure to turn heads. With carrycot and car seat adaptors available it creates the most practical travel system that exuberates style and class. The is joined by three other strollers in the range. Further new models include the , a stroller with style and substance. The , a neat and agile stroller, ideal for weaving through the city. And the , the perfect compact travel companion. For more information email info@juniorjones.com www.juniorjones.com

focus COMPACT FOLDS

Go anywhere, stow anywhere The J-TOURER from JUNIORJONES is a super compact stroller which is packed full of features and functionality.

Shod with Tru-Ride2 Technology, this little stroller packs a punch when it comes to ease of push for parents and a comfortable ride for baby. JUNIORJONES have even given it a name, their ‘effortless push experience’. Tru-Ride2 is a combination of superior bearings, bespoke tuned suspension and PU polymer tyres all working in harmony for the ultimate handling and smooth ride. Suitable from birth up to 22kg, weighing just 7.3kg and having a super compact fold, the J-TOURER fits in most airline overhead compartments. It comes complete with a travel bag and raincover. Recently picking up a Silver Award from Made For Mums in the compact stroller category, the judges commented; ‘Our judges found the fold a game changer and were particularly impressed by the overall quality of the materials, fixtures and fittings and the “lovely soft fabric”.

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

Lifestyle covered Ensuring a smooth ride Nuna has just launched the NEW lightweight TRIV pushchair – for all your everyday adventurers. Perfect for city living or jet-setting travellers this fully-featured compact stroller has an easy-to-fold flat design, oversized storage basket and easy to flip fold seat – making it the perfect travel companion. All TRIV’s features are designed to ensure a smooth ride for little ones – even on bumpy roads – as well as easy manoeuvrability for parents. From its one-hand adjustable push bar and quick-release, five point no-rethread harness to its all wheel suspension, one-touch brake and front swivel wheel locks – Nuna’s TRIV is ready for every journey.

Web: www.nunababy.com

The new Maxi-Cosi Lila SP is a pushchair designed for a modern-day urban lifestyle.

It is lightweight for parents and comfortable for baby, meaning that there’s no need to compromise between one or the other. Weighing 9.2kg, the Lila SP is the perfect companion on public transport thanks to its compact size and one-hand fold mechanism. True to the standard of the Maxi-Cosi Lila family, Lila SP also boasts a reversible thermo-regulated mattress with breathable mesh on one side for the warmer summer months and a ﬂeece side on the other for cold winters, and the innovative integrated nap keeper to shut out bright sunlight and insects.

Web: www.maxi-cosi.co.uk 28

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Jet, the ultra-compact Silver Cross stroller, just got an upgrade! The 2020 Jet has a new, ergonomic seat for even better baby comfort, while the new wheel design and improved suspension provide the best ride yet. Light and agile, Jet’s great for everyday strolls, but perfect for travelling further afield too. It fits easily in car boots or overhead storage racks and is cabin approved for most airlines. Add the Silver Cross Dream or Simplicity infant carriers to create a convenient travel system. Initially available in black, Silver Cross is about to launch the Special Edition Jet Ocean and a new Silver colourway, offering parents even more choice.

Web: www.silvercrossbaby.com

Ultra compact The ultra-compact Quinny LDN is designed to complement the active lifestyles of the style conscious city dweller. Not only does it have a super lightweight frame, but it also boasts an easy one-hand folding mechanism, giving parents the freedom to hop on and oﬀ public transport and explore the city. Complete with a spacious and comfortable seat, this pushchair is suitable from newborn to the terrible twos and beyond.

Web: www.quinny.com

nursery matters JOHN BARKER

Barking Mad Pramland’s John Barker takes a look at recent activity due to the Coronavirus/COVID-19 lockdown and the impact this is having on everyone in our industry.

oom! What has happened? So the last thing I know is that Nursery Today’s Editor, Penny, was asking me for my next article, the subject being Harrogate and my little overview of the show. Then, at 8:30pm on Monday 23rd March everything went a little pear shaped. I’m typing this in my office, like a real ‘billy no mates’ in the store

Image source pexels.com

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on Wednesday 25th March and I am shattered. I’ve seen the news reports and read the stories of China. I’ve spoken with suppliers and had discussions about the effects on their factories and distribution, stories that where happening on the far side of the world and it seemed so far away. Then the news started talking about Europe, especially Italy and it seemed closer. Finally we start

ey like to see Customers like stability and thhid m progress. If your business es fro u. Back to people, people will hide from yo socia l med ia we go. hearing about our country and still life went on. For a story that has been months in the making the last few days have felt like a bolt out of the dark. A bolt we all knew would come, just didn’t expect to happen when it did. None of us expected to be closed tomorrow when we locked up on Monday evening. The words coming out of the PMs mouth felt like a hammer blow to the country. My initial reaction was utter panic and worry. A million and one questions flashed in to my head. Then you remember hundreds, thousands of mums and dads to be have asked us to share in their journey. They are relying on us to help them. They need us now more than ever. Like so many of you I headed to Facebook. I need to post something so our customers know we are going to get on with the task at hand. If I was a customer, what would I expect to know? Following a largely sleepless night I headed in to the store for 6am and was startled to see so many on the roads. First job, let’s work out which customers will be worried and which customers will be having a real flap (as we like to say in

sunny Hull). Sorting our parents to be into due date order made things simpler and actually helped to focus the task on our priority customers. Dread. One word than summed up my feelings about the day. Resolve, as steely as steely McSteel the steel sword is what need to be shown her. Like a gladiator, I picked my weapon (a phone) and headed in to my colosseum – the house of late pram battles. I have always felt that there’s nothing worse than no information so I committed to ensuring I spoke with EVERY customer – no small task I can assure you. I’d rather be told the truth even if it’s bad than nothing at all. I decided no matter what I told the customers it would always be truthful. I soon dropped my sword and armour, I was blown away by the support and thanks EVERY customer showed. They fully understood it is not our fault and really appreciated that fact that we cared about them and their order. Saying “hey Mrs Customer, we know it’s not our fault but we took your order and we will not let you down” tells the customer that you

john@pramland.co.uk

are taking ownership of the problems and they appreciate this no end. Every one of us Indiâ&#x20AC;&#x2122;s that actually owned the problem has shown true grit. Your customers will sing your praises in the future and your businesses will boom â&#x20AC;&#x201C; and quite rightly so. Those of you that simply shrugged your shoulders and posted â&#x20AC;&#x153;sorry the government said we have to closeâ&#x20AC;? do not deserve the customers you have. Our customers are going through the most important thing in their lives, they are becoming parents â&#x20AC;&#x201C; many for the first time and to dismiss it as irrelevant is shocking. Customers organised and informed I stepped up in to phase two of action plan Covid (I donâ&#x20AC;&#x2122;t know why Iâ&#x20AC;&#x2122;m pretending I had a plan). This entailed ensuring the businesses finances would not hamper our ability to service orders over the coming weeks. I wonâ&#x20AC;&#x2122;t go in to much detail here as at the time of writing there are still question marks over the whole assistance package put in to place

for small businesses. I guess Iâ&#x20AC;&#x2122;ll have something to write about next month. Phase 2 complete (as best I could, given the information from local and central government) I moved on to Phase 3, a very important stage! Customers like stability and they like to see progress. If your business hides from people, people will hide from you. Back to social media we go. It is imperative that now, more than ever you are posting on social media. . . WE ARE STILL TAKING ORDERS! Do whatever you can to tell as many people as you can, as often as you can. WE HAVE NOT SHUTDOWN! WE WILL BE BACK! For those stores that choose to sell online this is nothing new to you, but to us bricks and mortar only stores no new customers is a VERY dangerous game. Offering video appointments is a great way of trying to assist and they work! I know, Iâ&#x20AC;&#x2122;ve been doing them and Iâ&#x20AC;&#x2122;ve taken orders off them. No matter how long youâ&#x20AC;&#x2122;ve been building your business up over, 1 year or 100 years now is the time

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Customers organised and informed I stepped up in to phase two of acti on plan Covid (I donâ&#x20AC;&#x2122;t know why Iâ&#x20AC;&#x2122;m pretend ing I had a plan). you need to fight to keep it. I sincerely hope that as a nation we realise the impact of our previous actions. Our desire for more, cheaper and better has pushed our once booming manufacturing industries away. Pushed them abroad, and now the entire world is reliant upon a region that seems to be the epicentre of every recent health scare. Is it time we as a nation actually took some pride and thought of the bigger picture for once? The first pram brand to design, manufacture and distribute solely in the UK will be a very popular brand in the new, post COVID-19 world. I would like to thank all our suppliers, you guys have been

brilliant. Ensuring we can complete parentâ&#x20AC;&#x2122;s orders in these difficult times has made all concerned smile with joy. Well done all of you! So, where does that leave us here at Pramland? Well I guess I can sum it up by mentioning a text message I sent to a friend. He asked me how I was coping and if weâ&#x20AC;&#x2122;ll all be alright. My reply? Simple. â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ve told you before mate â&#x20AC;&#x201C; my grave will say the words F***KING DRIVEN in massive lettersâ&#x20AC;?. This entire sorry affair has made me even more driven! If I was a character in a role-playing game my stats would read: Passion 100%, Commitment 100%, Desire 100%, Hunger 100% Now is our time, cometh the indies. . .hear us roar!

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nursery today 31

focus CARRIERS

Carrying on Are we experiencing a growth and rise in popularity of carriers, wraps and slings? We take a closer look at this category.

nd slings? We

arriers and slings continue to grow in popularity and although baby wearing, as it is referred to, is not a new phenomenon and a practice that has been used in various countries for centuries, this is becoming a staple must have among many new parents. We asked independent retailer, Sara Hubbard, owner of Whites Farm Baby Barn if they are currently experiencing an increase in popularity of a baby carriers/wraps/slings by their customers. “We have been asked for information on carriers/slings alongside pushchair purchases, but haven’t noticed too much of an increase ourselves in the enquiries we are having.” Sara has also noted a very seasonal approach to the purchase of these. “We often find that during the colder months people aren’t as focused on these; opting for perhaps for a pram suit to be used instead with their pram or pushchair.” Ergobaby’s Marketing Manager, Amanda Loveday feels that social media and celebrity endorsement has definitely assisted in the popularity of products that fall into this category stating: “Recent media focus on high-profile celebrities being photographed using a baby carrier is continuing to build on the solid foundations of the popularity of slings and carriers with consumers and is helping drive new customers into the category. “ There are many benefits to using a baby carrier, sling or wrap, one might be due to lifestyle - giving parents the freedom of movement with their little one when a pushchair or pram may not be ideal (perhaps for example, urban living or venturing out for walk about town or a woodland adventure). Do brand names play a role in buying decisions? We asked Sara for her thoughts. “Like within any sector, some customers are very brand-led while others are happy to take advice and recommendations from not only us, but friends and family also. One thing however is evident, everyone comes in knowing the Ergobaby range of carriers and naturally we are now looking at stocking these.” With that in mind, are brands offering support to retailers and consumers to ensure that they are equipped with information that is easily digested. We asked Amanda for her thoughts. ”Consumer and retailer confidence in brands must be rewarded in quantifiable terms. This means brands need to offer guarantees to their customers wherever possible, and particularly in areas such as quality and longevity. This is particularly important in light of the knowledge that 83 percent of new parents prefer to invest in quality products that had long-lasting guarantees, which was uncovered in our 2019 survey. Ergobaby recently launched the ErgoPromise, a 10-year guarantee on all carriers, sending a clear message to parents all over the world that as their families grow, Ergobaby products will be there every step of the way.” nursery today

Looking at our mini survey this month, we can clearly see that more than 72 percent of those responding who took the decision to purchase a carrier or sling, found information via online researching. An interesting point from our survey is clearly illustrating that more are aware of Hip Dysplasia. “Hip Dysplasia is the most common abnormality in newborn infants according to the International Hip Dysplasia Institute, which means it’s vital to ensure parents are educated on the risks of products that interfere with healthy hip positioning and on those which conform to the Institute’s best practices,” commented Amanda. “It’s also important that brands and retailers work together to educate consumers on correct usage of hip-healthy products. All Ergobaby products are acknowledged as hip-healthy by the International Hip Dysplasia Institute and as education around the condition increases, more parents are turning to this accreditation to confirm they are purchasing products which ensure the best quality of care for their child.” “A lot of consumers are aware of the correct way to carry a baby to ensure hip dysplasia is not something that occurs.” Says Sara. “However we have noticed with the increasing amount of ‘influencers’ or reality personalities having children that often posts shared of them using their baby carriers are showing incorrect positioning. There are differences between baby carriers, wraps and slings and the number of styles and sizes of carriers, wraps and slings can be overwhelming for the consumer. Different slings and carriers will appeal and suit different people so it is important to ensure to offer a variety of options for your customers. With so much choice we asked Sara what advice they give their customers who are looking at these products? “One of our biggest pieces of advice if a customer is unsure about which style or model of carrier/wrap/sling to go for is to wait until baby has arrived,” commented Sara. “It is near on impossible to feel the true fit of a carrier on expectant mums because the bump is in the way; you can also feel the weight distribution of your baby in the carrier rather than a weighted doll that, in my mind, isn’t representative of what it will truly feel like.” Finally, we asked Amanda what advice she could give retailers when stocking these products. “Retailers should join brands in educating consumers on matters such as correct positioning, e.g. illustrating the importance of ‘M’ Shape Positioning (baby’s hips are bent so the knees are slightly higher than the buttocks with the thighs supported) positioning, and safe babywearing guidelines such as T.I.C.K.S Rule, to inspire confidence. A customer who feels confident in their babywearing is more likely to make a purchase.”

The survey says…

Nursery marketing specialists FanFinders surveyed 1000 consumers via their platform Your Baby Club focusing on travel products. Here’s the results. Nursery marketing specialists, FanFinders surveyed 1,000 consumers focussing on compact folds. Here’s the results. Q1. Did you buy a carrier or sling?

Yes: 242 (24.2%) No: 756 (75.6%)

If yes to Q1 (242 users): Was this useful to you?

Yes: 224 (92.6%) No: 18 (7.4%)

Did you find it easy to use?

Yes: 192 (79.3%) No: 50 (20.7%)

Did you often use this in place of your pushchair?

Yes: 162 (66.9%) No: 80 (30.1%)

Did you look for a brand name that you recognised?

Yes: 170 (70.2%) No: 72 (29.8%)

Q2. Did you research carriers/slings before purchase?

Yes: 182 (75.2%) No: 60 (24.8%)

Q3. Did you look for a baby carrier or sling that was endorsed by The International Hip Dysplasia Institute?

Yes: 120 (49.6%) No: 122 (50.4%)

For more information on FanFinders and the consumer insight they oﬀer, please call: 0203 808 3011 or visit www.fanﬁnders.com

Everyone loves a Cudl Suitable from birth to three years and with four carry positions, the CUDL is designed to adjust as your child grows. Even in the first few months the CUDL’s integrated booster seat and adjustable head support offer the ultimate comfort for little ones, while the mesh fabric, padded shoulder straps and waist belt make it comfy for parents too. The magnetic buckles make it extremely easy to use and it’s packed with lots of helpful extras such as a removable organic infant bib, storage pocket, sun shade for babies and leg opening button to adjust to different sizes. Web: www.nunababy.com

Two way carrier The Carramio - Combining Style, Comfort and Functionality

Total Embrace Ergobaby’s newest launch, the Ergobaby Embrace baby carrier renegotiates the question of ‘wrap or carrier?’ The Ergobaby Embrace by combining the softness of a baby wrap with the ergonomic comfort of their award-winning soft structured carriers answers the question. Specially designed for newborns, the soft and stretchy Oeko-Tex STANDARD 100 Certiﬁed fabric keeps baby held in a cosy embrace while the handy buckles eliminate any fabric tying for ease of use. Parents can focus on bonding with their new arrival and giving them the safety and security that is so important during the early phases of development. Email: service@ergobaby.co.uk Web: www.ergobaby.co.uk Web: ergobaby

The Clippasafe Carramio is a stylish two-way baby carrier that’s been designed so that parents can keep their little ones close to them and form an even stronger bond. Once babies are a few months old, the Carramio can be turned outwardly allowing them to take in the sights of the world around them, keeping them alert and entertained. Its lightweight, soft and comfortable fabric helps to keep baby and wearer cool and content. The padded straps and lumbar support help to spread the child’s weight evenly across the wearer’s body, preventing back pain. Available in Black, Navy or Oatmeal, the Carramio Baby Carrier can hold children from birth up to 9kg. RRP: £32.99 Tel: 0115 9211 899 Web: www.clippasafe.co.uk

social media ROSS HEWITT

‘Be Noisy & Visible’ With difficult times ahead, Nursery Today’s social media expert Ross Hewitt gives his advice

ell, I’m more used to oﬀering advice when a computer virus strikes…but this…jeez! It might be the case that by the time I have finished writing this and sent it off to our beloved editor that everything might have shifted and changed again, but let’s press on and have a think about how to respond to these uncertain days. We can start with a few facts… there are millions of scared people in the UK right now. There are hundreds of thousands of

an ag in g R os s H ew itt, M ie an d tP D irec to r of S ec re ia l M ed ia ’. oc S auth or of ‘S avvy ital m arketin g ig R os s be gan hi s d h ad hi s fi rst an d ca reer in 19 9 8 rsery in dustry fo ra y into th e nu ketin g & as H ea d of M ar C ro ss in S ilver E co m mer ce fo r S ec ret Pie in 2 0 0 8 . H e set up en he lp in g 2 0 10 an d h as be d lo ve d an cl ients get foun d ce . on line ever sin o. uk w w w.sec retp ie .c uk o. .c | R os s@ secretp ie 7 | 0 19 0 4 4 10 0 2 ie ret_ P | Tw itter: @ S ec 34

nursery today

businesses that are on the brink of collapse and this is fuelling the fear in the population about job security and money. Combine all of this with that ticking time bomb feeling lots of us have about ‘when will I get ill?’ and it’s a right old pickle jar we find ourselves in. Fear can be a great motivator if you let it in, spend some time with it and listen and understand the effect it is having on you, your team and your customers. If you simply let fear be a driver then you will make a whole heap of reactionary mistakes which will rock your world and perhaps leave it damaged for a very long time. Take some comfort in the measures introduced by the government, whether it be no business rate payments, assistance with salaries for people you would have otherwise needed to lay off, personal mortgage ‘holidays’ and the other measures that will have been introduced after I have finished writing this. Try and put that big bowl of soup down and stop drinking the panic juice because if you let that consume you then your business will suffer badly. Focus on staying visible and staying helpful. When recessions have hit in the past (and this is bigger than one of those) the businesses that have suffered the most are the ones that run for cover. Do not hide; do not stop spending time and money on advertising and marketing and close your doors only as a super serious last resort (let me clarify that; you might have to stop allowing the public in but you can keep working). If you are running an independent nursery store, then you are most definitely an essential service.

N o cu rrently pregn ant coup les can take th e decis ion to po stp on e th e birth for a few month s until all of th is ‘blow s over ’. They st ill need th e advic e th at give th em w hen thyoeyu co me into your sto re an d th st ill need essentia l ey produc ts such as ca r sea ts an d stroller s.

I’m not sure if the government will ultimately class you as that, but you are. If you have children yourself then cast your mind back to your first pregnancy…it’s really scary. No currently pregnant couples can take the decision to postpone the birth for a few months until all of this ‘blows over’. They still need the advice that you give them when they come into your store and they still need essential products such as car seats and strollers. You might not be able to put a physical arm around their shoulder while we keep apart, but you can do it intellectually. If footfall has already suﬀered or if you know you will have to stop allowing customers in then take a look at your shop ﬂoor right now and work out where you can move

things around and create a pop-up video studio. It doesn’t have to be a Hollywood setting; just find some space, tidy it up and start planning the product demonstrations you’ve always known you needed to film but never got around to. Your website and social media accounts are where you can live and breathe as a business right now. Let’s go back to thinking about that pregnant couple – under normal circumstances, what questions do you always get asked? What key

aspects of products do they not understand without explanation? What are you always surprised that they don’t already know before they walk into your shop? These questions and concerns do not go away just because everything has gone crackers; they still need help and answers. So, film that content and start to share it regularly. Make a list of information you know people need help with and make a list of messages you need to convey to your local audience and your online audience. Start filming them and sharing them. If you move to an appointment only service, then clearly share that message. If you are reducing your opening hours, then clearly share that message. If you need to restrict the number of people in the store at any time, then make that clear. If you can offer a local delivery service, then shout about that. If you are staying open for business then make that the loudest message, but just clearly explain the rules of engagement. Broadcast practical information

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to your audience regularly. If you receive a delivery of products that aren’t already sold out to pre-order, then let people know. This is very, very important…minimise the amount of time that you will be sat on unsold stock in your warehouse or storerooms. You will still be paying for that stock within the next 30 days so get it sold, especially if the reality of being forced to close your doors to visitors becomes likely…and it is likely and may already have happened by the time you read this. Your business needs to be as liquid as possible to keep the cash flowing. And cash flow is also the biggest concern for households right now, so make sure your customers and visitors know about the options you offer around payment plans and credit as that might be the biggest comfort you can offer. Forget keeping calm and carrying on…change it all up; be noisy, be helpful, be practical, be focussed and BE VISIBLE. Wishing you all the love and luck in the world.

Focus on stayg inheglpvifusil.ble an d stay in ns have hit W hen recess io(and th is is in th e pa st on e of th ose) bigg er th an es th at have th e business e most are su ffere d th at run fo r th e on es th t hi de ; do co ver. Do noen ding ti me not stop spon advert is in g an d mon ey ng an d close an d m arketis on ly as a your door la st reso rt . super seri ous Ross Hewitt, Managing Director of Secret Pie and author of ‘Savvy Social Media’. Ross began his digital marketing career in 1998 and had his first foray into the nursery industry as Head of Marketing & Ecommerce for

Silver Cross in 2008. He set up Secret Pie in 2010 and has been helping clients get found and loved online ever since. www.secretpie.co.uk | Ross@secretpie.co.uk | 01904 410027 | Twitter: @Secret_Pie

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nursery today

focus NIGHT LIGHTS

Lighting the way Perfect companion Create a tranquil environment for little one at bedtime with Slumber Buddies Classic. Night lights have always been popular for parents looking for a soothing lighting solution for their little ones. Now, we are seeing the rise of the portable night light, with additional features included. Here we highlight a selection that are currently available to order now.

Light up every sleep Shnuggle Moonlight The Nightlight For Night Feeding and Beyond

Providing a comforting glow for those newborn night feeds to a soothing bedside light for your child as they grow, Moonlight has a dual parent and child function and features a handy strap to easily carry around the home. Portable and lightweight, it also has a clever temperature sensing dock to help ensure the ideal room temperature and a sleep friendly soft glow, with low blue light levels to help promote a more restful sleep. In Parent Mode, Moonlight oﬀers a choice of three perfectly soft, baby-safe brightness glows to feed, comfort and change baby through the night, anywhere in your home. A little nudge will activate Moonlight at the lowest brightness setting when baby wakens. Simply select from three brightness levels to ﬁnd the perfect light, creating a calming environment for which reduces stimulation and helps to promote sleep for baby. The clever room temperature sensing dock ensures your room is kept at a safe temperature for baby. As baby grows, switch to Child Mode and Moonlight becomes the perfect night-time companion. A soothing bedside light to help promote sleep and a comforting light during little one’s late night bathroom trips. Just like in Parent Mode, a simple nudge will activate the light which glows at full brightness for twenty minutes before eventually fading to simulate sunset and providing a soft glow through the night. The soft glow and low blue light levels help to promote sleep and reduce light stimulation helping your child have a more restful night’s sleep. The clever, temperature sensing dock helps to keep the room temperature in your child’s bedroom just right. Moonlight is priced at RRP £29.95 Email: hello@shnuggle.co.uk Web: www.shnuggle.com

nursery today

This soft, plush friendly companion is the perfect sleeping buddy for children of all ages. A calming and magical starry sky display and a peaceful selection of sounds help relax and soothe baby to sleep. With a 3 colour display options of blue, green and red acts as a soothing night light. With a 15 / 30 / 45 minute auto shut oﬀ. Includes 5 meditative songs and nature sounds. Includes 3 ‘AA’ Batteries. Web: www.summerinfant.co.uk

Time for ZED Rockit has launched Zed – the next product in their mission to help soothe babies to sleep! Zed is a sleep aid and night light which uses clever technology to recreate calming low frequency vibrations that are known to soothe babies to sleep – just like the car! Simply place Zed on any mattress by baby’s feet, press the snooze button and the ﬁnely tuned vibrations ripple gently through the mattress, comforting them and encouraging a deep sleep. Along with six calming vibration modes, Zed is also a portable night light with three brightness levels, plus an all-night mode which also makes it the perfect night-feed accessory. Suitable from birth, Zed has an auto shut-down after an hour and being battery operated it’s super portable. Tested to the highest safety standards, Zed is also splashproof, with an IPX4 rating. Email: sales@rockitrocker.com Web: www.rockitrocker.com

Dreamy sleep training nightlight (0+)

Make sleeping this Autumn dreamy for the whole house with the NEW Babymoov sleep training nightlight â&#x20AC;&#x201C; Dreamy! and This clever travel-friendly technology uses soft blue ht starlig or stream steady a either in tones yellow warm time. pattern to mimic daylight and night Simply select the desired sleep duration and let sleeper Dreamy gently educate even the most restless absence the in when to sleep and when to wake up even of natural sunlight. play a Dreamy has other strings to its bow too â&#x20AC;&#x201C; it can userselection of six lullabies, all accessible through a training friendly interface. Dreamy is also the only sleep lithium le rgeab recha lasting longwith nightlight created e-go. on-th taking and e nienc conve for ies batter Web: www.babymoov.com

Moonlight light up every step

Parent & Child Mode

Feeding light

Light up every step with Shnuggle Moonlight, the sleep friendly portable nightlight. With dual parent and child modes, a room temperature sensing dock and unique design, Moonlight is a must have for all new parents.

Nudge to wake

Temperature sensing dock

shnuggle.com

Email sales@shnuggle.co.uk for more information

Portable & Rechargeable

Sleep friendly nightlight

focus

PARENTS INSIGHTS

Gender in the pre-school space This month Jenny Kieras takes a look at gender equality for pre-schoolers.

Jenny Kieras Chief Operating Officer 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 4), 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.

nursery today

y the end of the last decade, a number of pressing issues were on the minds of children and parents alike. These include matters such as sustainability and climate change but also, inclusivity and gender equality. In fact, for Gen Z parents gender equality is the most pressing value for 42%, an issue as equally important to both mums and dads. Additionally, amongst lowerincome families (up to £25k) concern with their children having respect for the opposite sex is highest with around a third saying this is one of their top priorities (35%). In the children’s space, the push for inclusivity is being driven by younger Gen Z and Millennial parents, and brands are listening to their demands. Brands such as Nike and Sport England are running campaigns on the empowerment of girls, encouraging conﬁdence, creativity and positivity. Nike also produced further content through social media challenges, live events (in the US) and a selection of animated workout videos, all aimed to promote their

Move initiative amongst girls. Likewise, there have been movements within the toy sector where there has been a growth in the number of gender diverse toys coming into the market. BMC are introducing plastic army women to sit alongside their collection of army men, a move in part inspired by a 6-year old girl’s letter an initiative backed by military women. In other areas Hasbro has released ‘Ms. Monopoly’, and, in a move for both inclusivity and gender equality Mattel have released a line of gender-neutral dolls. In line with this, parents who place the most value on gender-equality are more likely to be influenced through social media (51%). This indicates that their preferences to gender balanced ads through these platforms, could be shown through the brands and individuals they follow and in turn, show how their exposure to such ads is also influencing their family morals in a 360’ view. Despite this, we are yet to see this filter through and be reflected in the toys children choose to play with day to day. When looking at the favourite

toys of 3-5s, only 3 toys from the top 10 list for boys also feature on the top 10 list for girls. LEGO, PAW Patrol, and LEGO Friends are the only toys to bridge the gender gap between preschool fans within the top 10, illustrating the challenges of creating toys that appeal to both genders equally. Brands have an opportunity to reach parents who are particularly interested in gender equality through social media, by displaying content that doesn’t discriminate between gender, but uplifts and empowers everyone. Brands are under pressure to create a landscape where all children are seen as equal and where the values of modern parents are matched. What innovations and changes will we see in the product and marketing pace that will reﬂect this? Using the Parents Insights portal, it’s possible for brands to cross-reference their own characters and IP to discover new licensing opportunities. To learn more and access a complimentary Parents Insights report, please visit www. parentsinsights.com/nurserytoday

Feeling free

Web: www.id-direct.com

FreeLIFE by Bébécash is a new range of nappies and pants from new born baby to potty-trained toddler.

new!