Nursery Today April 2023

Editor Penny

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Production Director

Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Robert Thomas robert@lemapublishing.co.uk

Contributors

28 Retail Matters

Online4baby’s Managing Director Christy Foster explains why for them it is critical during the continued cost-of-living crisis to keep fully focussed on all aspects of the business.

46 Barking Mad

This month Pramland’s John Barker congratulates Maxi-Cosi and gives his opinion on why he hates discounting preferring to focus on added value instead for his customers.

57 FanFinders

FanFinders’ CCO and co-founder Adam Gillett looks at how to engage further to generate ‘lifetime customers’.

editor’s letter

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Welcome to the April issue where you will find a plethora of product categories, new product launches and much, much more!

For example, last month saw the announcement of the winners of the coveted MadeForMums 2023 awards. A huge congratulations to all those who received one of these prestigious accolades. Products that gain an award win from an instantly recognised source bring so much value for a number of reasons. Parents are often concerned about the safety of their babies and want to ensure that the products they use are safe and reliable. When a baby product has won an award or been recognised by an association, it gives parents peace of mind that the product has been tested and validated for safety.

Parents also want to ensure that the products they buy for their babies are of high quality and will last a long time. By being able to demonstrate a recognised award from a valued source this also gives parents confidence that the product is of high quality and has been manufactured with care. With many consumer awards being tested and judged by a panel of experts and also often other parents this also gives confidence that they are choosing the very best options for their baby.

Of course, with the continued cost-of-living crisis, we all know that many new parents also have concerns about cost. MadeForMums Digital Editor, Gemma Cartwright, stated: “In a cost-of-living crisis parents and families are having to make every penny count – and that includes their spend on parenting products. At MadeForMums, we help

parents and families make confident, well-informed choices, and we know how important value for money is. This year, value was a key factor when our expert judges and parents tested products. And of course, buying longer-lasting and few products overall helps with sustainability which is always a key consideration.”

Baby products can be expensive, and parents want to ensure that they are getting the best value for their money. When a baby product has won an award or received a level of recognition, it is often seen as a good investment as it has been tested and validated for its effectiveness, safety, and quality.

Simply turn to page 10 where you will find a list of all the Gold Winners of this year’s MadeForMums awards together with a great roundup of winning products that are all available to order now. For further information and to see the full list of winners visit www.madeformums.co.uk

Our contributors this month also bring you articles of interest with Pramland’s John Barker congratulating Maxi-Cosi and also highlighting why he hates discounting preferring to focus on added value instead for his customers, while FanFinders CCO and co-founder Adam Gillett looks at how to engage further to generate ‘lifetime customers’. Online4baby are also keeping focussed, with their Managing Director Christy Foster explaining why for them it is critical during the cost-of-living crisis they continue to look at all aspects of the business.

You will have also noticed our cover star this month, Ergobaby. Within their Cover Story you will find all the key benefits of their Omni Breeze carrier. The Omni Breeze also won a MadeForMums Gold

Award this year. To find out more turn to page 34. There’s more! You will also find within the following pages new product launches. For example, Inglesina unveil exciting new launches including a new reclining car seat over on page 24, check out page 26 where Clevamama announce the launch of their brand-new, one of the first of its kind, air purifier –Ozone Free ClevaMama Air Purifier and Ergobaby, starting on page 30, highlight the benefits of their their new Evolve 3-in-1 Bouncer within their Evolve Home Collection - a new category of Ergobaby products, created to simplify parents and carers’ lives, and grow with baby from day one.

We also feature a number of product categories including Compact Folds, Baby Carriers & Slings and Bedside Cribs together with shining the spotlight on Nightlights, Sun, Sand & Sea products and Booster Seats.

On a final note, it’s not long now until the Nursery Today Golf Day. Have you secured your space? The 23rd Nursery Today Golf Day is set to take place on the Tuesday the 4th July at Puckrup Hall. This is a Hilton Hotel course not far from Tewkesbury and quite a number of those taking part stay over to enjoy the day. It is a real industry get together and the golf is played in a most relaxed atmosphere.

It is the only industry golf day in the Nursery calendar with some amazing cups and trophies to be won, including the team four-ball BabyStyle trophy and the JMDA cup including a morning nine-hole Texas Scramble followed by lunch and the afternoon round for the main prizes. A barbeque presentation dinner follows with the event normally over by around 8.30pm. Everyone is welcome to join in this fantastic networking and fun memorable day. Cost per player is £110. Simply contact Malcolm (Bubba) Naish to find out more:

malcolm@lemapublishing.co.uk

Check out the MadeForMums 2023 Awards starting on page 10

Oyster Pearl on its way!

The much-anticipated Oyster Pearl is on its way, ready for the summer!

First previewed at the Harrogate International Nursery Fair in 2022, the team at BabyStyle are excited to finally see their latest stroller across shop floors. Weighing just 7kg and suitable for newborns, the Oyster Pearl is perfect for daytime snoozes with its lay-flat recline. One amazing feature is its auto one-hand compact fold, making it ideal for travel. It is also compatible with the Oyster Zero Gravity footmuff and Oyster Bottle Holder. Available in the popular Oyster colours Moon and Fossil, find out more by contacting your BabyStyle representative or calling them at HQ. 01509 816444 info@babystyle.co.uk

Unbeatable Value: Nursery Pal Glow+

Hubble Connected have announced that its best-selling Nursery Pal Glow+ 5” Smart Video Baby monitor has been recognized by Which? UK as a “Best Buy” in the baby monitors category.

Introducing the Nursery Pal Glow+, the ultimate baby monitor for complete peace of mind. With 1080p Full HD camera, remote pan, tilt, zoom, and two-way talk features, you can easily communicate with your baby from anywhere via the parent unit or HubbleClub App. The 7-color night light and sleep trainer help establish healthy sleeping habits, while the Routine Management feature and Baby Growth Tracker assist with logging feeding and monitoring your baby’s progress. Nursery Pal Glow+ is more than just a baby monitor; it’s a complete parenting companion with unbeatable quality and value and, recently received a Which? Best Buy recognition.

To find out more please contact Ravi Chambers on 07421 478727

BeSafe Stretch B Awarded Sustainability and Safety Award

Norwegian Car Seat company BeSafe is thrilled to announce they have been awarded the prestigious Baby Innovation Green Award 2023 for the launch of their newest seat the Stretch B. This award recognises products that have been developed with sustainability in mind, and BeSafe are honoured to have been given the accolade.

The Baby Innovation Awards are held every year by a panel in the Netherlands. Their mission is to find and recognize the best in innovation and design in the baby-product market.

The Stretch B is a car seat that is suitable from birth to 7 years, providing families with the option to only have to buy the car seat once. Not only is the Stretch B a sustainable choice, but also one that doesn’t compromise on safety or quality. By using long-lasting materials and making the changing of parts a lot easier, they have extended the lifetime of the car seat all the way to approx 15 years. The reason why Stretch B can last for much longer is because of the use of durable materials such as aluminium and exchanging the more vulnerable EPS with the sturdy EPP. In addition, they have managed to make the changing of parts a lot easier, so that the seat can be repaired if needed or given a refresh after having been used for many years. This enables Stretch B to keep many children safe throughout its usage time all while keeping your child rear facing, which is 5x safer¹.

The BeSafe Stretch is not only easy to recycle, but it’s also one of the safest car seats on the market. BeSafe are delighted to share that the Stretch has been awarded Best Car Seat for Safety by British newspaper The Independent, in their latest review of car seats. This adds to the testimony of the Scandinavian brand›s ethos of enabling families to travel at ease, with the knowledge that their children are safely secured in the car.

www.besafe.com

Scion Living Baby announced as Gift of the Year Finalists 2023

Enesco is thrilled to announce the new Scion Living Baby collection has reached the finals of Gift of the Year, Contemporary Gift category Scion Living brings the beautiful into people’s homes and lives, and with the addition of a new baby shaking up people’s homes and lives, there’s no reason why the paraphernalia that comes with a little one shouldn’t be beautiful and bring joy too.

The new Scion Living Baby Collection includes the brand’s most iconic design of the decade – Mr Fox. Now, through its licensed agreement with Enesco, this bright orange cheeky chap has been applied to a wealth of baby items, including the Mr Fox blanket, wipe-clean bibs and bandana bibs, muslin squares, a soother case, bunting for the nursery, a nappy caddy and changing mat.

With pieces in the new Scion Living Baby Collection starting with a SRP of £9.95, the items make a lovely gender neutral gift to welcome any new baby into the family or excellent self-purchase for fashion-forward parents wanting to make a style statement when their little bundle arrives.  aylish.ellwood@enesco.co.uk www.enesco.co.uk

Concept and innovation awards open for entry

The Baby Products Association has announced that its 2023 Concept & Innovation Awards are now open and anyone with an exciting new baby product invention is invited to submit an entry.

Robert Anslow of the Association explains: “As a trade association we are keen to promote excellence and innovation in the nursery industry and these annual awards encourage this. Over the years we have been presented with some extremely interesting and innovative ideas. Some of these turn out to be too ambitious in terms of manufacturing costs and realistic retail prices and there are always concerns about how some of the designs will be able to comply with rigorous testing and safety standards.

“The Baby Products Association judges are a team of experts with many years combined experience in all aspects of baby products from design and manufacture, to safety and compliance to retail and marketing. They have been able to advise and guide entrepreneurs and help to support them in their journey to market.”

The Concept & Innovation Awards finalists will be invited to attend Harrogate International Nursery Fair from 15th to 17th October 2023 where the winners will be announced.

Entries are invited from anyone with an interesting and unique baby product idea – this could be from companies already working in the sector, mumpreneurs (or dadpreneurs!), to college and university students – the only criteria is that the product must not be launched into the market place prior to the trade show in October.

More information and entry forms are available to download from the website at www.b-p-a. org – the deadline to submit entries is 12 noon on 18th August 2023.

iCandy welcomes Emily Grindrod to the team

iCandy is pleased to announce that Emily Grindrod has been appointed as International Account Manager.

An experienced International Account Manager, Emily joins iCandy from Mamas & Papas and brings a wealth of experience and knowledge within the Nursery industry. In her new role, Emily will be working closely with existing Global iCandy distributors as well as being responsible for new international customers.

VIEWPOINT

The Time is Now For Ambition & Growth Industry heavyweight Mitch Levene discusses strategic thinking for ambitious brands, following arrival at the Green Sheep Group.

It is clear that when an organisation, such as the Green Sheep Group (GSG) is enjoying fast growth, that they are already doing things right. The gear change to significantly propel a brand forward takes thought and precision across every aspect of the business.

GSG has experienced incredible, accelerated growth thus far, and like many other fast developing brands such as ours, the time is now. It seems apparent that with a tactical combination of formidable innovation; category leading brand support; a zest for excellence in customer partnerships; international expansion & all underpinned by great people – GSG and other brands in our position, can lead the way in the category.

Companies that tend to succeed acknowledge the power of the brand, with both the retailers and consumers alike. I’ve always found that this leads to tremendous growth.

Joining GSG, at a pivotal time in its expansion, is truly exciting. As the new Chief Operating Officer, it’s clear what lies ahead to support the significant growth planned in 2023 and beyond. We are confident but humble to realise that we have a lot of work ahead in order to achieve our ambitions which will lead to even more impressive results.

These are super exhilarating times ahead, not just for GSG, but also other organisations that have similar growth plans. Ultimately this transfers into real benefits for retail partners and consumers.  www.greensheepgroup.com

Bébéconfort available at Baby Brands Direct

Bébéconfort is about family moments, reflected in its heart-warming logo through its parent and baby elephant entwining their trunks into a heart shape.

The brand, being housed within the Dorel Juvenile portfolio, also offers quality and safety assurance to its products that span a comprehensive range of categories including feeding, nursery, bathing and travel.

Operations Director at Baby Brands Direct comments, ‘I am confident the 60 plus product lines will be well received by our customer base, ranging from very practical, good value lines including swivel seats, boosters, potties and car seat protectors to gift suitable practical lines such as their beautifully illustrated grooming kit cases and tableware as well as Eco friendly toys.’

Baby Brands Direct are an exclusive wholesaler of Bébéconfort products to the independent sector, ensuring customer account access subject to proven route to market.

www.babybrandsdirect.co.uk

Safety first with Graco’s R129 Car

Seats

Three of Graco’s best-selling car seats have passed the EU R129 safety certification standard so families can travel in complete confidence with Graco.

Turn2Me, Graco’s 360º rotating ISOFIX car seat now meets the EU’s R129 standard and is also i-Size certified. This means Turn2Me i-Size has undergone more side impact testing, is compatible with any i-Size R129 approved vehicle, and is designed to keep your little one rearward facing for longer (up to 105cm).

Graco’s SlimFit R129 remains the only car seat a parent will ever need. Suitable from birth and now safety-enhanced by only riding rearward facing when using the 5-point harness and then transitioning to forward-facing when a child is ready for the highback booster mode, lasting until approx. 12 years.

Extend LX, Graco’s 2-in-1 convertible car seat, has also been upgraded to pass EU R129 safety certification standards. Extend LX R129 includes extended rearward facing up to 105cm (approx. 4 years old) and can be used forward facing as well.

uksales@allisonbaby.co.uk

www.gracobaby.eu/uk

COSATTO celebrates 20 years in style

Hot on the heels of announcing a new era for the brand with its new Silhouette Collection, COSATTO – the name renowned for its vibrant colours and energetic fabrics – marked its 20th anniversary in technicolour style.

The exclusive team, friends, and family big birthday bash, which also celebrated Founder and Executive Chair, Andrew Kluge’s 60thbirthday, was held at the brand’s impressive headquarters in Bolton, on Friday 10th March 2023. In true COSSATO style, the team were encouraged to dress in colourful, printed shirts, to pay homage to the company’s founder and its original concept.

The team honoured their philanthropic leader by gifting him with a charity. As yet, it is undecided how this will benefit the wider community, but rest assured, it will.  An example of his generosity is his long-run incentive within the business, ‘Chance of a Lifetime’. This allows employees to apply for a grant of £10,000 to go and achieve a lifelong dream. In the past, this has been used for workers to meet-up with long lost family members on the other side of the world, to set-up businesses to give back to the community or a once in a lifetime opportunity to learn a new skill.  www.cosatto.com

i-Harbour™

rear ward facing: 40-105 cm

forward facing: 76-105 cm

i-Harbour™ puts a sweet spin on your baby's first four years, sheltering them with i-Size safety, a dreamy deep recline, and customisable comfort. Spin smarter, travel safer, and ride stylishly with i-Harbour™

Laidback luxury is here

5 position recline

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

i-Jemini infant seat i-Harbour toddler seat

MadeForMums, the UK’s number one parenting site for product reviews, have announced the winners of the prestigious MadeForMums Awards 2023. The winners reveal parents’ changing priorities and family behaviours and trends that have emerged over the past year.

Time for celebration with MadeForMums

The MadeForMums Awards are one of the most rigorously tested parenting product awards in the industry, recognising the best parenting products across over 100 categories covering everything from pushchairs, slings and breast pumps to nappies, pregnancy essentials and bedside cribs.

Over 1,000 individual products were assessed via a rigorous judging process involving a panel of expert parenting judges and members of the MadeForMums team, plus at-home trialling by more than 550 carefully chosen family testers. The winning products were chosen based on a range of criteria, including: ease of use, effectiveness and whether they were worth the money.

This year’s MadeForMums Awards winners reveal the impact of the cost-of-living crisis on families. Multi-use products that have a longer lifespan, reducing waste and saving money were a clear trend, with parents prepared to spend more to get added functionality and longer use.

MadeForMums Digital Editor, Gemma Cartwright, says: “In a cost-of-living crisis parents and families are having to make every penny count – and that includes their spend on parenting products. At MadeForMums, we help parents and families make confident, wellinformed choices, and we know how important value for money is. This year, value was a key factor when our expert judges and parents tested products. And of course, buying longer-lasting and few products overall helps with sustainability which is always a key consideration.

“Judges looked at not only the price tag, but also how well the product served its purpose, the quality of the materials used, whether it catered to a range of needs, and if it could be used for a variety of purposes or stages.

“Our MadeForMums Awards highlight the products that go above and beyond, from a great value travel system package, to bargain buys that make nappy changes, bath-times and weaning a little easier.” www.madeformums.com

Going for Gold… The winners are…

We highlight the Gold Award Winners, for a full list of who won a Silver, Bronze or Editor’s Choice accolade, visit www.madeformums.com Congratulations to all the winners.

All-terrain pushchair

Gold: Ickle Bubba Venus Prime Jogger Stroller & Newborn Cocoon

Baby & child bath & body wash

Gold: Aldi Mamia Bedtime Bath

Baby & child bedding

Gold: Panda Kids Cloud Bamboo Duvet

Baby & child mattress

Gold: Obaby Moisture Management Mattress

Baby & child shampoo/hair care product

Gold: Nala’s Baby Body Wash & Shampoo

Baby & child skincare product

Gold: WELEDA Calendula All Purpose Balm

Baby & child sleep aid

Gold: ergoPouch Tuck Sheet

Baby & child sleeptime product

Gold: Morphe, My Little Morphe

Baby & child toiletries brand

Joint Gold: Nala’s Baby

Joint Gold: Mini U Full Range

Baby & children’s clothing range

Gold: PICKLE SS 23 Collection

Baby & children’s swimwear

Gold: Splash About Baby & Children’s Swimwear Collection

Baby & toddler book

Gold: LKP Children’s, Let’s Look at... Nature by Marion Deuchars

Baby & toddler snack

Gold: Organix Rice Cake Clouds

Baby activity mat/gym/centre

Gold: Mini Dream Organic Cotton 5-in-1 Baby Activity Gym

Baby bath

Gold: Angelcare 2 in 1 Baby Bathtub

Baby bathtime product or accessory

Gold: Matchstick Monkey White Bathtime Slide Set

Baby bottle

Gold: Tommee Tippee Closer to Nature Baby Bottles

Baby bouncer/rocker & swing

Gold: Babymoov Swoon Evolution Swing

Baby carrier

Joint Gold: Ergobaby Omni Breeze Baby Carrier

Joint Gold: Ergobaby Omni Dream Baby Carrier

Baby cot/cotbed

Gold: Obaby Maya Mini Cot Bed

Baby food/pouch

Gold: Organix Baby Meals

Baby monitor

Gold: Cubo Ai Baby Monitor

Baby nappy - sizes 3 or 4

Gold: Rascal + Friends CoComelon Nappies

Baby shower gift/newborn keepsake

Gold: Bumbles & Boo Baby Hampers & New Baby

Gifts

Baby sleeping bag

Gold: Purflo Baby Sleep Bag

Bedside/co-sleeper crib

Gold: Joie Roomie GO

Bib

Gold: Bibado Coverall Weaning bib

Biodegradable/eco-friendly disposable

nappy

Gold: Kit & Kin eco nappies

Biodegradable/eco-friendly wet wipes

Joint Gold: Pura Eco Baby Wipes

Joint Gold: Aldi Mamia Sensitive Wipes 60pk

Book for children 5-8 years old

Gold: Annabel Karmel / Welbeck Children’s Books, Where Does My Food Come From?

Book for children 9 years+

Gold: Usborne, Curse Breaker

Bottlefeeding accessory

Gold: Nuby RapidCool

Breast Pads

Gold: NUK High Performance Breast Pad

Breastfeeding product

Joint Gold: Nanobebe Breastmilk Storage Organiser with Bags

Joint Gold: MAM Manual Breast Pump

Breastfeeding top/cover

Gold: Natal Active, Cosy Nursing and Maternity

Hoodie

Changing bag

Gold: Pottiagogo Changing Backpack

Changing mat

Gold: Pottiagogo Teddy Changing Bag/Mat

Children’s outdoor clothing/active wear

Gold: Kidunk Eco Waterproof Suit

Children’s shoe range

Gold: KEEN Newport H2 Sandal

Compact-fold pushchair over £300

Joint Gold: Leclerc Baby Influencer XL

Joint Gold: UPPAbaby MINU V2

Compact-fold pushchair under £300

Gold: Ergobaby Metro+ Stroller

Cup/beaker

Gold: Babycup Sippeco First Cups

Cutlery & tableware

Gold: Vital Baby NOURISH weaning & feeding range

Double buggy

Joint Gold: iCandy Orange 3

Joint Gold: Baby Jogger City Tour‚ 2 Double

Electric/battery breast pump

Gold: Lola&Lykke Smart Electric Breast Pump

Everyday parenting essential over £25

Gold: Munchkin & Bear Luxe Padded Play Mat

Everyday parenting essential under £25

Gold: Aqua Wipes Originals

Family travel/holiday product over £25

Gold: Trunki, Amelia the Aeroplane Trunki

Family travel/holiday product under £25

Gold: Splash About Happy Nappy Sunsuit

Game-changer parenting product over £50

Gold: Leclerc Baby Influencer XL

Game-changer parenting product under £50

Gold: Bibado Dippit Multi-stage weaning spoon and dipper

Health product for babies & children

Gold: Bepanthen Nappy Care Ointment

Health product for parents & parents-tobe

Gold: Lola&Lykke Core Relief Pregnancy Support

Band

Highchair/booster seat

Joint Gold: Tripp Trapp by Stokke

Joint Gold: Bugaboo Giraffe

Home safety product

Gold: Fred Pressure Fit Clear-View Stairgate

Infant car seat (up to 15 months)

Gold: CYBEX Cloud Z2 I-Size

Innovation of the year

Gold: iCandy Core

Lightweight stroller

Gold: Bugaboo Butterfly

Maternity/nursing bra

Gold: Natal Active. Artemis Maternity & Nursing

Sports Bra

Mealtime sets

Joint Gold: Beaba On the Go Lunch Bag Set

Joint Gold: Scrummy Tummies Tableware Bundle

Moses basket & newborn crib

Gold: Clair de Lune Organic Palm Moses Basket

Multi-stage car seat

Gold: Axkid ONE 2

Multi-stage/longlife parenting product

Gold: Munchkin & Bear Luxe Padded Play Mat

Nappy changing accessory

Gold: Bepanthen Nappy Care Ointment

New parent product & service

Gold: The Positive Birth Company. The Postpartum Pack

New parent skincare & toiletries

Gold: My Expert Midwife Super Scar Recovery Oil

Newborn pram/pushchair over £700

Joint Gold: UPPAbaby MINU V2 & CarryCot

Joint Gold: iCandy Peach 7

Newborn pram/pushchair under £700

Gold: Micralite GetGo

Newborn Swaddle

Gold: Purflo Swaddle to Sleep Bag

Newborn/Infant nappy - sizes 1 or 2

Gold: Aldi Mamia Premium Size 1 Newborn

Nipple cream/balm

Gold: Mama Mio Keep Calm Nipple Balm

Nursery accessory

Gold: Munchkin & Bear Luxe Padded Play Mat

Organic baby food

Gold: Kendamil Organic Cereals Bundle

Pants style nappy

Gold: Aldi Mamia Ultra-Dry Nappy Pants Size 6

Parenting brand of the year

Joint Gold: The Positive Birth Company

Joint Gold: Lola&Lykke - a health and wellness brand for mums

Potty & toilet training product

Gold: Potette Plus Premium Bundle (inc Reusable Liner & Flash Cards)

Pregnancy fashion/active wear

Gold: Natal Active, Luxe Maternity Leggings

Pregnancy skincare & toiletries

Gold: Palmer’s Cocoa Butter Formula Massage Lotion

Pregnancy/birth product & service

Gold: Lansinoh Cold & Warm Post-Birth Relief Pad

Pregnancy/nursing pillow

Gold: Babymoov 2in1 Maternity Pillow

Preschool book

Gold: My Mum’s a Tiger - Really Rather Wild Books

Reusable nappy

Gold: Modern Cloth Nappies Pearl Pocket All-In-One

Reusable Nappy Range

Rotating car seat

Gold: miniuno Infinity Fix i-Size car seat

Sleepsuits and pyjamas

Gold: ergoPouch Winter Onesie

Sling/wrap

Gold: Lifft Stretchy Wrap

Soother & dummy

Joint Gold: MAM Perfect Soother Range

Joint Gold: Nanobebe Flexy Active Soother

Steriliser

Gold: Vital Baby NURTURE advanced pro UV steriliser & drye

Stretchmark cream/oil/lotion

Gold: Palmer’s Cocoa Butter Formula Skin Therapy Oil

Subscription/gift box and service

Gold: The Bear Can Read, Learn-to-read subscription boxes

Sustainable/eco-friendly product for babies

Gold: Aqua Wipes Premium 3-in-1

Sustainable/eco-friendly product for families

Gold: Tommee Tippee Dreamsense Smart Baby

Monitor

Teether

Gold: Bibado Dawn The Dinosaur‚Ñ¢ Multi-Sensory

Teether

Toddler & child food

Gold: Annabel Karmel’s Chilled Meals for Toddlers & Children

Toddler nappy - sizes 5 or 6

Gold: Aldi Mamia Ultra-Dry Nappies Size 6

Travel cot

Gold: Micralite Sleep&Go

Travel system package over £800

Gold: Joie finiti Grow Ready Bundle

Travel system package under £800

Gold: Ickle Bubba Stomp Luxe All in One Premium i-Size Travel System with ISOFIX Base

Weaning & feeding product

Gold: Beaba Babycook Neo

Wearable electric/battery breast pump

Gold: Fraupow Wearable Pump

Wet wipes

Joint Gold: Aldi Mamia Fragranced Wipes 60pk

Joint Gold: Aldi Mamia Sensitive Wipes 60pk

Gold for British brand

Leading wholesaler, Baby Brands

Direct, is pleased to announce that one of their exclusive brands, Bibado, celebrated four award wins at the 2023 Made for Mums Awards!

Bibado is a British brand, dedicated to providing families with unique and innovative feeding accessories and utensils. The Bibado Coverall Weaning Bib won Gold for the Bibs category, as well as Silver for the Everyday Parenting Essentials category! This easy to clean coverall attaches to tables and highchairs with velcro, enabling parents to keep clothes and kitchen floors clean. The Bibado Dippit, an innovative and unique feeding utensil with a soft spoon and dipper, won Gold in the Game-Changer parenting product under £50 category. Bibado’s latest release, the Dawn the Dinosaur Teether, also won a Gold award for Best Teether. These are some fantastic wins to add to Bibado’s already extensive collection of awards!

Tel: 0208 845 5000

sales@babybrandsdirect.co.uk

www.babybrandsdirect.co.uk

Round of awards for Red Kite

Red Kite are so happy to share the good news of their recent award successes on some

brand new product launches.

Red Kite won the Silver Award for the new Cozysleep Co Sleeper Crib which represents such amazing value and quality that will prove to be so popular in the current climate. Available just in time for holidays and summer breaks! Also winning a Silver Award is the new Baby Go Round Entertainer. Perfect to entertain and stimulate growing babies and help them learn balance skills whist playing. Fully height adjustable, padded 360 degree seat and a funky bouncy spring pad for further fun times!

Their brand new Push Me Savanna i Travel System won a Bronze award in what was a really competitive category. The new Graphite and Zebra model is a lightweight modern chassis full of features and includes the new iSize car seat and adaptors. And at an amazing price that needs to be seen!

Last but certainly not least, their brand new compact stroller Push Me Koko was shortlisted again in what proved to be a very strong category. The testers commented on the lightweight frame, padded comfortable seat and the fact that all accessories were included in the basic package including bumper bar, raincover, front apron and shoulder carry strap. Available now in popular Amber and Slate options.

Tel: 01454 326 555

sales@redkitebaby.com

‘Game-changing’

GOLD for Babymoov

Babymoov won an incredible 5 MadeForMums award wins including golds for the brand new Swoon Evolution multi-motion boucle baby swing, as well as their new organic and eco-conscious 2in1 pregnancy pillow which transforms from a U-shape to a C-shape pillow.

The Babymoov Swoon Evolution Baby Swing was described as ‘gamechanging in the baby swing market’ by the judges in the awards last month.

The Nutribaby Glass eco baby food maker which launched earlier this year won a Silver award in the Best Weaning Product category while their latest baby monitor from the award-winning YOO range – the YOO Master Plus gained a silver award for Best Baby Monitor.

The French brand’s final silver award gave recognition to Babymoov’s sister brand - Badabulle - with their new Whale baby & toddler bath created to support baby through to their toddler years all the while saving on water consumption.

Please contact the below for further information.

sgreensall@babymoov.com

Splash About

scoops Eco-friendly gong at MadeForMums Awards

Splash About has won two gold and one silver accolade in the 2023 MadeForMums awards.

The brand scooped gold for Best Swimwear Collection, and its Happy Nappy Sunsuit was also awarded gold in the competitive Best Travel Product under £25 category.

The Happy Nappy DUO, Splash About’s reusable swim nappy, which is approved by swim-schools and negates the need for disposables was awarded silver for Best Eco-friendly Baby Product.

“There’s a perceptible shift in consumer buying habits with parents weighing up the financial cost of more environmentally-friendly swim nappies,” commented Splash About’s Managing Director, Bernadette Spofforth.

“We are thrilled the DUO has been recognised by parent judges in this important category.”

www.splashabout.com

Natural winner

Founded in 2019 by Stephanie Revill, Modern Cloth Nappies has taken the nursery industry by storm securing its 5th award within just 3 years of trading for its reusable nappies.

Winning GOLD for the third year running, MCN has been branded the Best Reusable Nappy since 2021. Stephanie said ‘To be awarded GOLD for 3 years running by Made for Mums is just incredible. It gives our customers and those new to reusable nappies the faith that we really are the best when it comes to reliable, reusable nappies which are loved by parents and carers all over the world.”

info@modernclothnappies.co.uk

www.modernclothnappies.co.uk

Award winning range

Pottiagogo’s award winning travel range includes new Potty Training Backpack.

Designed for different needs as your family grows from baby changing to toddler travel, potty training and beyond. A large top opening and dual access potty pocket are essential for toddler items and two insulated bottle pockets are perfect for baby bottles. The Teddy Bear Changing Mat is an all-in-one carry bag and mat which unfolds to reveal a bear shaped, wipe clean, thermally lined mat with softly padded head support and outstretched padded arms. This support helps prevent wriggles by holding your baby for easier nappy changing.

www.pottiagogo.com

Winning active wear

Discover Natal Active’s Gold Winning range of stylish, supportive and colourful activewear, with each piece designed to for pregnancy, breastfeeding and the years beyond.

Natal Active’s Best Breastfeeding Top/Cover - Cosy Nursing and Maternity Hoodie

This heavy-weight, fleece lined hoodie is ideal for both pregnant as well as breastfeeding mums. With extra long, hidden zips for feeding access it was described by the judges as “beautifully soft,” “stylish,” “excellent quality” and “perfectly priced”. One tester of the hoodie while she was pregnant and then with her newborn, commented that it is “an excellent quality top that I would recommend to any pregnant or nursing mother.” There was also high praise for the quality fabric that fitted “really well and felt extremely comfortable,” and the generous length of the top which makes it great for a large bump.

Best Maternity/Nursing Bra - Artemis Nursing Sports Bra

The Artemis nursing sports bra is also designed to be worn through pregnancy courtesy of an additional bra extender, and  was found to provide exceptional support as well as versatility, with the panel of testers describing it as much more than just activewear. It was found to be effective during multiple stages of pregnancy and motherhood, and the vibrant colours were also a hit as an uplifting wardrobe addition. Unlike other bras in the category that seem to fit certain body types best, this bra didn’t disappoint – especially during the breastfeeding stage when size can fluctuate.

Best pregnancy fashion/activewear - Luxe Leggings

Designed for both pregnancy and postnatal wear, every single home tester was delighted with the fit, feel and functionality of these maternity leggings, despite their varying body types – an accomplishment few items of clothing achieve. The fabric was found to move with rather than against the body, through pregnancy and beyond and the panel of testers had nothing but praise for the fold-down bump panel and elasticity. With deep pockets on both sides, one tester commented that it was “the attention to detail that really sets these leggings apart from others.”

www.natalactive.com

Gold organic collection

Cleverly combining GOTScertified organic cotton with a neutral, scandi-inspired look.

Clair de Lune has created an instant-hit in the parenting world. Expert judges and parenttesters praised the Gold-winning basket for its quality and sustainable design.

“This means the world to us! The hardwork of the team has paid off, we love seeing these as a staple in families homes.”

Andrea - Head of Production

The team at Clair de Lune are incredibly proud of this achievement. This month their Organic Collection has expanded to include a travel-friendly folding crib and on-trend willow wicker Noah Pod, with more to come. Get in touch to secure yours.

sales@clair-de-lune.co.uk

What a way to celebrate

Best Cup/Beaker Brings GOLD for Babycup’s Tenth Birthday!

Babycup Sippeco First Cups have won GOLD in the cup/beaker category of the MadeForMums Awards 2023.

Hot on the heels of celebrating ten years of their dentist-recommended first cups, British brand Babycup continues to make a big impact for baby weaning and oral health and has bagged the top accolade in this competitive category of these highly-respected UK awards.

“I love that they are recyclable and biodegradable”, said one tester. “My 7-month-old baby mastered drinking with them quickly,” added another. The MadeForMums Awards team wrote, “Simple but effective first cups, designed to help you follow NHS advice to encourage your baby to use an open cup. Everything you need to help your baby master the art of drinking from an open cup.”

Babycup Sippeco First Cups are Made in Britain, approved by the Oral Health Foundation and loved by little ones around the world.

To discuss Babycup Sippeco First Cups for your customers, contact the team.  hello@babycup.com | www.babycup.com

Three awards for Baby Jogger

Baby Jogger has won 3 MFM Awards!

Baby Jogger City Tour 2 double won the gold award in the double buggy category. Their City Tour 2 won a silver award in lightweight stroller and City Mini GT2 the silver award in all-terrain pushchair.

Christopher.gnech-cini@newellco.com

For all seasons

From intrepid explorers to first walkers, The Blinky Company aims to fill a gap in the market for those outdoorsy families who have a child to kit out too. Their first product to market - the BlinkyWarm All Seasons Buggy Cover - offers 5 functions in one neatly designed product. Made For Mums awarded the BlinkyWarm a silver in the pushchair accessories category, with a parent tester describing it as a “sleek, stylish and simple to use, well-thought-out buggy cover.”

The BlinkyWarm is stocked at Boots.com as well as independent retailers across the UK and Ireland, and will soon be joined by more useful, multi-functional accessories designed to make getting outdoors with a baby easy every day.

For further information contact Blinky’s distributor, Hippychick. sales@hippychick.com www.theblinkycompany.com

Victory for UPPAbaby

UPPAbaby scoops two Gold awards for Best Compact Stroller over £300 and Best Newborn Pram over £700 (with Carrycot accessory).

UPPAbaby took many learnings from the original MINU and returned with the V2 to be even more feature packed, offering all the plush luxuries of a ‘big’ stroller in a compact package. And THAT fold...One hand and one smooth motion are all it takes to completely fold

As for the ride, the front and rear spring-action suspension creates a more comfortable experience for both parent and baby and a few design tweaks have been put in place to keep up with the ever-growing little one, as MINU’s spacious seat now holds up to 22kgs. Its multi-position recline and one-handed, adjustable leg rest allows the child to relax for a nap or sit upright to take in the sights. Zip-out, extendable canopy and vented peekaboo window provide UPF 50+ sun protection while allowing parent/carer to watch baby at the same time.

Finally, at just under 8kgs, you can easily bring the MINU wherever life takes you thanks to the built-in carry handle and shoulder strap.

Tel: 01422 383555 | sales@dcukltd.com | www.uppababy.co.uk

Gold standard of breastpumps

Fraupow’s new upgraded version of their popular wearable pump has landed just in time to get the gold at the Made For Mums Awards 2023.

Taking the top spot in the wearable breast pump category it was recognised for its 12 levels of suction and 4 expression modes - offering more functions than some of the other pumps tested by the judging panel, at a price loved by consumers.

The upgraded Fraupow Wearable Pump is available now, along with other new additions to the range including reusable breast pads, wet bags, manual pumps and more offering Mums a complete feeding system.

For further information contact Fraupow’s distributor, Hippychick.

sales@hippychick.com

www.fraupow.com

Sliding to success

Bathtime is playtime with the Matchstick Monkey Slide Set which secured Gold at this year’s awards.

Watch little ones play and giggle as the ‘animal rocks’ go down the slide and splash into the water. Attach to any smooth surface and direct the slide in one of three angles.

Made with Biocote Antibacterial protection these bath toys resist the growth of mould or mildew, keeping them fresher and cleaner for longer. Their new design has no holes so no nasty mould can grow inside.

Matchstick Monkey are also excited to announce the aunch of their new eco friendly biobased bath toy range in August which contains a fishing game, bucket set and scale!

info@matchstickmonkey.com

www.matchstickmonkey.co.uk

British brand secures three wins!

British baby sleep brand Purflo is celebrating a trio of wins at the Made For Mums Awards 2023!

The signature Baby Sleep Bag won gold, with judges appreciating the adaptable removable sleeves and breathable panels which prevent overheating.

Purflo also took the gold with their much-loved Swaddle To Sleep, which was described as “a genius way to ensure baby is safe and comfortable”.

The newly launched PurAir Crib completes the trio of awards, as it won a bronze award as the cosy newborn sleep space with an automatic movement function.

All three award-winning products by Purflo are also recommended for babies by Consultant Paediatrician Dr Carly Fertleman, making them must-haves for parent shoppers.

ruth@whleurope.com

www.purflo.com

Cold & Warm Post Birth Pad gains Gold status

Lansinoh’s reusable Cold & Warm Post-Birth Relief Pad helps provide soothing comfort and effective pain relief post-partum.

Made with innovative TheraPearl ColorSmart technology for ultimate comfort, this slim after-birth pad can be used cold to provide relief from perineal, haemorrhoidal or C-section discomfort. Used warm, the pads can be applied to the abdomen for soothing relief from postnatal uterine cramping commonly experienced after birth and whilst breastfeeding.

In the words of parent tester Sally, who had just given birth: “This is good for what it›s intended for, especially immediate intimate use. It could also be used for period pains, bumps and bruises. A nice product for new mums who have stitches or tears. It can do both hot and cold, which is good.”

www.lansinoh.co.uk

The skincare gold standard

Nala’s Baby, the multi-award winning sell-out baby care range you need to know.

Last year, the original Nala’s Baby range sold out in 10 minutes on launch, and now more products join the line up.

Nala’s Baby Body Wash & Shampoo

With its trusted tear-free formula, this 99% natural all-in-one body wash and shampoo will help your little cub leave bath-time with their skin and hair feeling fresh, clean and nourished.

Key ingredients include oats, coconut, and hibiscus. The accessibly priced and naturally derived product is proudly dermatologist approved, paediatrician approved, cruelty free, vegan, eczema friendly, tear free, fully recyclable, made in Britain, and is scientifically developed especially for newborns upwards.

Nala’s Baby

The Nala’s Baby range, developed especially for newborns upwards, includes Body Wash & Shampoo, Bubble Bath, Conditioner, Body Lotion, Nighttime Oil and Body Butter. Using 99% naturally derived ingredients the range utilises oats, coconut, Vitamin E, camomile and shea alongside many others. All products are proudly dermatologist approved, paediatrician approved, cruelty free, vegan, eczema friendly, tear free, fully recyclable and made in Britain. During the rigorous testing phase 98% of parents said Nala’s Nighttime Oil left their child’s skin feeling moisturised, whilst 92% said that the Body Lotion felt gentle on their child’s skin and 94% of parents said Nala’s Baby Body Butter was suitable for their child’s sensitive skin. www.nalasbaby.com

UV steriliser impresses panel

Top Award for the NURTURE advanced pro UV steriliser & dryer.

Using the latest UV LED technology, NURTURE advanced pro UV steriliser & dryer is proven to be an effective way to kill 99.99% of bacteria, mould and viruses without the use chemicals, water, or heat. In just seven minutes, parents can sterilise just about anything that will fit. It is suitable for use for a variety of items including bottles, teats, soothers, toys and breast pumps to small accessories, mobile phones, keys, cosmetic brushes and more.

The MadeForMums testing panel were impressed by the NURTURE advanced pro UV steriliser & dryer’s simplicity of use and super speedy cycle timing. They also commented on:

• the super sleek design, mentioning that it would look ‘great on the worktop (it got top marks for appearance)

• the range of things it could ‘blast’; from bacteria and viruses, when compared to other sterilisers

www.vitalbaby.com

Axkid

One 2 takes Gold

As champions of rear-facing car seats, Axkid are dedicated to making car travel safer for children.

The multi award-winning Axkid ONE 2 secured a Gold in the MadeForMums Awards 2023. Parent testers and judges declared the revolutionary design of this car seat “brilliant” and praised its extended rear-facing capability. Proven to be up to 5 times safer than forward facing, the ONE 2 supports rear-facing travel for longer whilst ensuring comfort and security for growing children.

Axkid ONE 2 is i-Size approved up to 125cm and 23kg and is the only seat in this category to have passed the exceptionally rigorous Swedish Plus safety test. www.axkid.com

Baa Baby win GOLD for their Sheepskin Pram Liners

The perfect pram accessory - luxurious, practical and super soft, parent testers were impressed by how quick, easy and intuitive it was to install on their buggies.

The panel loved that it didn’t interfere with folding and most of all the difference it made to their babies, ‘for the first time ever, my baby is actually sleeping in her stroller as she is now so comfortable.” The liner is effective at keeping babies cool in the summer as well as warm in winter and is handcut from OEKOTEX certified merino sheepskin. www.baababy.co.uk

Golden success

Known for its extensive range and affordable price points, the NOURISH weaning and feeding range offers the perfect start to weaning and beyond.

The MadeForMums testing panel commended the NOURISH weaning & feeding range on how well thought out it was, giving parents everything they need to help them on their weaning journey. They also loved:

• the quality of the products

• the colourful appearance

• how versatile they were to adapt as children grew

• that the snack pots were a great money saver, as they allowed them to take their own food on days out

Other popular elements included the sippy cup, the vast array of cutlery, and the perfectly sized

Joie scoops two Gold awards

Joie is delighted to have picked up no less than five Made For Mums awards, including two golds, two silvers and a bronze.

Joie’s new roomie go bagged a gold award in the Bedside/co-sleeper category, with Joie finiti Grow Ready Bundle in the travel system over £800 category also scooping a Gold award.

Calmi R129 with i-Base Encore bagged a silver award in the Infant Carrier category with a further Silver award in the multi-stage car seat category going to the every stage R129.

Joie’s most compact stroller in the signature range, parcel, was awarded joint bronze position in the compact-fold pushchair under £300 group.

Tel: 01889 808 900 uksales@joiebaby.com

Golden influencer

In the recent Made For Mums Awards 2023, Leclerc Baby scooped four awards for their strollers and their innovative single to twin Duo Connector accessory.

The ‘new to the market’ Influencer XL received a Gold award in the Compact Fold Pushchair Category and Gold in the Game Changing Product Category! The Influencer XL retains many of its Influencer sibling’s traits but boasts a few ‘bigger’ features designed to make your big adventures more exciting.

The much loved Influencer, which has already taken home awards in previous years, also received the Bronze Award in the Lightweight Stroller Category.

Using the innovative Duo Connectors you can convert any of the Leclerc Baby strollers into a twin mode of transport suitable for siblings of different ages or for twins! This game changing feature walked away with the Editor’s Choice Award for Double Buggy!

Visit the Leclerc Baby website to view the range and read all about the fabulous features these strollers are getting noticed for! www.leclercbaby.com

Clair de Lune: The Story So Far

Manchester-based Clair de Lune is a family-run manufacturer of Baby Essentials, supporting new-parents with a good night’s sleep.

This year the team is celebrating 80 years in business, and looking ahead for international growth, product innovation, and a planet-friendly future, but let’s start at the beginning...

Family has always been at the heart of everything Clair de Lune has done. In 1943 Harry Rodgers created the company for his son, Dawson, who had just returned from his station in World War Two. Fast forward to 2023, and Clair de Lune is supplying the largest nursery retailers in the United Kingdom with award-winning baby essentials. Family is still at the forefront of the business, which is now led by Guy and Hadley, the great-grandsons of the founder Harry. The duo are hands-on with the business, leading the sales, marketing and buying teams, and even jumping in to cut mattresses when they need to!

Clair de Lune is home to expert machinists, who dress and style their flagship Moses Baskets in the latest consumer trends. As the business has grown so has the product offering, expanding into larger sleep-based furniture like the award-winning Stars and Stripes Bedside Crib and their range of travel-friendly folding cribs, that have become a firm staycation favourite.

Like other nursery specialists, the last few years have come with unique challenges, but the next generation of the Rodgers family have adapted the business to remain agile and continue to support our loyal independent retailers.

“Independent business has been key in our 80 year history and we always want to treat that with respect. We’re constantly listening and open to feedback. This last month, we introduced in-store Point of Sale for our key accounts, dropped prices on all of our essentials, and brought in a talented Graphic Designer to give our packaging a future-proof refresh.”

As the team at Clair de Lune look to what’s next, they’re taking a journey to a more planet-friendly future.

This all starts with The Organic Collection. The product developers at Clair de Lune combined a natural colour palette with GOTS certified cotton, an ideal fabric for delicate newborn skin. Following a successful launch at the Harrogate Nursery Fair in 2022, the collection has gone from strength to strength. Most recently the flagship Organic Palm Moses Basket was shortlisted and won a Made for Mums Gold award, with experts and parent testers praising it for the “classic style and sustainable design”. In addition, the team have launched the travelfriendly Organic Folding Crib and Scandi-Inspired Organic Noah Pod range.

Clair de Lune’s mission to be an eco-conscious business doesn’t stop there. The team are making small but impactful changes to their essential products, like

their mattresses, which are now made from PET, a yarn spun from recycled plastic bottles. Their next step is the packaging, which the team is in the process of transitioning to corn-starch, compostable bags that can be broken down with household waste.

Looking to the future, Clair de Lune is continuing to nurture the growth of independent retailers, by expanding their best-selling ranges that are loved by both parents and babies. Supporting each account with a dedicated team of product experts, available to answer any questions.

To get in touch contact the team at sales@clair-de-lune.co.uk www.clair-de-lune.co.uk

The Nursery Today Golf Day

4th July 2023

INCLUDING THE NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 23rd YEAR OF THE NURSERY TODAY GOLF DAY

With 5 trophies up for winning, plus nearest the pin in one and two plus the longest drive. The Nursery Today golf day is a fun golf day for all golfers good or very average (that’s me), all are welcome. The morning nine hole Texas Scramble begins the day, followed by lunch, The afternoon round includes the team four-ball BabyStyle trophy – a handsome trophy held for a year by the winning team and won in 2022 by CuddleCo. JMDA supply the trophy for our Yellow Ball competition won last year by BabyStyle. For the less gifted golfers we also have a cup for the 24-28 handicap golfers.

A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome. Any team/player NOT staying for the presentation will not receive any prizes they might have won had they stayed.

Cost £110

For full details contact Malcolm Naish on 0788 9991513 or email malcolm@lemapublishing.co.uk to book your team’s place.

Exciting new innovations for award-winning Inglesina, including a new reclining car seat

Following the successful launch of the Electa travel system in the UK last year, 2023 sees the introduction of a brand new reclining, rotating car seat as part of the Aptica and Aptica XT travel system Quattro packages.

A firm favourite with parents who love Italian style and a touch of glamour, Aptica, the Glam crossover, is now replaced with the brand new Aptica. At 2kg lighter and 4 cm smaller (when folded) than the previous model, and with lots of style and functionality updates, this newly redesigned travel system provides parents with maximum practicality and a touch of glamour and supports baby’s wellness. The travel system is available in Velvet Grey, Pashmina Beige and Resort Blue. RRP £1,595.

Key features of the Aptica include:

GLAM CHASSIS. The new chassis comes in two new style updates, Palladio and Litio. With gold or platinum detailing and vegan leather handle.

COMPACT AND LIGHTWEIGHT. The new design is 2kg lighter than the original Aptica, 4cm shorter and 5cm less in depth when folded, making it easier to store and transport.

ALL SEASON SEAT. The redesigned large padded seat has a double breathable mesh layer to enable air circulation in the summer, and also comes set up with a padded Comfort Cover to protect against the cold in the winter. Backrest reclines in 4 positions.

CROSSOVER SPIRIT. Thanks to the new polyurethane tyres, the new Aptica easily handles all

terrains, ensuring a smooth and comfortable ride for the child.

QUALITY MATERIALS. Vegan leather and Jacquard fabric give the pram its luxury appeal and offer incredible comfort for little ones. Plus, the new design of the Aptica has reduced its environmental impact by 20%.

The award-winning Aptica XT - Inglesina’s all-terrain travel system also sees a Spring upgrade with new wheels, a lighter more compact seat, new hood, larger storage basket and detailing to create a sportier pram with a stronger identity. These updates have resulted in extra storage, a 1kg lighter seat unit, and extra details added for both style and functionality, such as a magnetic clasp for the ventilation window, and a foot cover with a convenient storage pocket.

Designed for life without limits, the new Aptica XT is available in Taiga Green, Tuareg Beige and Magnet Grey. RRP £1,695.

i-Size Darwin Infant Recline

The brand new i-Size Darwin Infant Recline car seat with Darwin 360 base will now come as standard with both the Aptica and the Aptica XT travel systems. The car seat includes an innovative mechanism that lowers the backrest and extends the leg rest, allowing the child to safely recline in a perfectly aligned position. The seat also features a fully ventilated shell for maximum comfort plus a new energy absorption system for safety.

Key features of the Darwin

Infant Recline include:

VENTILATION. The seat is equipped with 149 holes that are evenly distributed to allow for air circulation, to aid baby’s comfort.

ROTATION. Thanks to its small size, the seat can rotate on the base even when fully reclined, so baby’s sleep isn’t disturbed. The base can be used for both the Darwin Infant Recline and the Darwin next stage seat.

BABY WELLNESS. Sleeping fully reclined is best for baby in the early months, and the addition of a bamboo fibre reducer and head hugger keeps them comfortable during travel.

SAFETY AND COMFORT. The Darwin Recline comes with an Integrated Shock Absorber (ISA) which distributes the energy transmitted in the event of an impact, and high level Side Impact Protection (SIP) technology.

Inglesina is an Italian brand with a passion for baby wellness. The premium range of products is specially designed to support the healthy growth and development of babies, while providing parents with practical, stylish and functional solutions. Inglesina is available online and in stores nationwide.

To enquire about becoming an Inglesina stockist call 07530 868786 or email jonathan@inglesina.com

www.inglesina.uk

For over 60 years, Italian brand Inglesina has consistently pushed the boundaries with its prams, strollers, car seats and accessories. These innovations have kept Inglesina at the forefront of pram design through Europe and beyond for decades.

Graco launches new EezeFold pushchair

Graco’s new EeZeFold pushchair is a must-have for busy families on the move.

The one-hand, one-second fold is a bonus for parents and carers who already have their hands full. EeZeFold is the ideal family companion thanks to its fast fold, light weight and compact design. It stands by itself for added convenience and boasts 4-wheel suspension for a range of terrains. Budget friendly at £150, EeZeFold is available in Midnight, with a stylish all black frame. The pushchair is travel system compatible with the Graco SnugEssentials i-Size infant car seat (sold separately). EeZeFold is suitable from birth to approximately three years (0-15kg). uksales@allisonbaby.co.uk www.gracobaby.eu/uk

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

Flopsy makes a long awaited appearance!

Following its hugely successful, multi-awarding winning Peter Rabbit Baby Collection, created under licence from Penguin Ventures, Enesco is hopping with joy to announce the launch of a sub-collection, featuring everyone’s favourite bob-tailed bunny’s little sister, Flopsy.

The new Flopsy Baby Collection takes inspiration from the original illustrations of Beatrix Potter’s classic tales, featuring the little rabbit with her iconic red cape and wicker basket. Following the same ‘Come Rain or Shine’ pattern print as seen across the Peter Rabbit Baby Collection, this iteration has been given a slight update to include splashes of blushes, peach tones and shades of green, off-set against a cool grey background and trimmings of rosy pinks, to help make the colour of Flopsy’s cape really pop.

With co-ordinating items retailing from £9.95 upwards, this adorable collection includes a Baby Blanket, Muslin Squares (Set of Three), Bibs (Set of Three), Soother Holder, Hooded Towel, Insulated Bottle Bag, Changing Mat, and a Pram Organiser.  Contrasting equally well with the cool blue tones of the original Peter Rabbit Baby Collection, this must-have collection is simply beautiful for a little baby girl. aylish.ellwood@enesco.co.uk  www.enesco.co.uk

ClevaMama has announced the launch of its brand-new, one of the first of its kind, air purifier – Ozone Free ClevaMama Air Purifier - following their new research that 84% of parents worry about their baby’s health more than ever before, and in particular, their exposure to irritants and allergens in their home.

The new ClevaMama Air Purifier, a favourite of celebrity Vogue Williams, contains a Medical Grade HEPA 13 filter and removes 99.95% of irritants such as dust, pollen, viruses, pet dander, mould, bacteria, smoke, which irritate and trigger allergies and asthma in babies and young children.

Celeb parent, Vogue Williams says; “As a parent, I know how important it is to use brands you can trust to truly help make parenting that little bit easier. Leading nursery brand, ClevaMama, are incredible at producing products that every parent wishes for, and the ClevaMama Air Purifier is my favourite product yet, as we now know air quality indoor can be worse than outdoor air. For parents, the ClevaMama Air Purifier can set your mind at ease and is the must have product that I wouldn’t be without.”

One of the most important

Breathe easy

and suitable for babies from new born up.

Other key features include: 3 stage air quality indicator, so you know when the air quality is good, moderate or poor, auto dust sensor, a 2/4/8 timer, touch and mobile phone control, low energy consumption and is whisper quiet so ideal for the nursery.

ClevaMama believe that a healthier, happier and cleaner nursery can help your child breathe easier and can have a huge impact on their development and future health. Their latest research reveals over 50% of babies suffer with some form of allergy reaction, and over a 20% of parents state they don’t get enough sleep when their child is having a reaction.

These parents also worry more about their child due to their allergies. In fact, parents believe mould and dust could be the factors most likely to cause their child’s allergies to be triggered, followed closely by pollen, having a pet , bedding, pillows and mattresses and air pollution in their nursery.

With this in mind, over half of parents stated they worry about the effects of air quality in their home and the effects of pollution on their baby. 67% were aware that using an air purifier would to help remove irritants and allergens from indoor air. They stated that they would be willing to pay more for products that would help protect their baby’s health!

ClevaMama’s new Air Purifier is one of the most affordable, medical grade, ozone free air purifiers on the market, helping to protect against pollutants, mould, dust mites, bacteria, allergens, pollen, viruses, smoke, and odors.

Dr Philippa Kaye, Medical Expert and journalist, said: “We have all heard the phrase ‘prevention is better than cure’, removing allergens and pollutants from our homes may well help improve the health of our children. As babies spend on average up to 6 hours per day in their nursery, Ozone free air purifiers ensure good quality, and safer air indoors, helping prevent exposure to allergens. The new ClevaMama Air Purifier is a great addition to the market for any worried parents, containing medical grade filters and specifically Ozone free, which is the safest option for babies.”

Designed to fit in any nursery, ClevaMama Air Purifier will engage children through its unique, cute robot style - the eyes light up happy when the air is

Latest research reveals over 50% of babies suffer with some form of irritation or allergy, and over a fifth of parents state they don’t get enough sleep when their child is having a reaction. In fact, these parents believe mould and dust could be the factors most likely to cause their child’s allergies to be triggered, followed closely by pollen, having a pet, bedding, pillows and mattresses, and air pollution in their nursery.

clean and become sad when the air is not. Being lightweight and portable, it can be easily used anywhere, at home or while away.

ClevaMama Air Purifier is available the ClevaMama website, Mamas & Papas, JoJo Maman Bebe and retailers nationwide with a NEW 2 month Promotional Price of £165 PLUS FREE Filter – giving clean air for up to 1 year!

features is that the ClevaMama Air Purifier is Ozone Free, which makes it one of the only air purifiers that are safe

New Research Reveals 84% of parents worry about their baby’s health more than ever before.

Retail matters

As a customer-focused retailer, we are constantly striving to meet the evolving needs of everyone who buys from Online4baby. Whilst there are early signs of inflation beginning to slow, we know our customers are continuing to struggle with the cost of living. Our roadmap for the next few months is therefore focused on building on and improving our customer service proposition.

One of the major initiatives we are currently undertaking is a significant investment in our development capabilities. We recognize that the online shopping experience is critical to our customers, and we want to ensure that we are providing the most user-friendly website possible. Already this year we have made significant improvements to the user experience of our product pages and checkout, making it easier than ever for customers to navigate our website.

We are also expanding our range of products and brands, with the aim of providing even more options to our customers. This month we are extremely happy to announce the launch of iCandy at Online4baby. Jenny Hughes, our Senior Buyer, says of the new partnership: ‘I am thrilled to welcome iCandy to our platform. With its sleek design and innovative features, iCandy is a perfect addition to our selection of top-quality baby products. We are excited to offer our customers this exceptional brand and look forward to a successful partnership.’

In addition, we are planning to expand our range of services to include more

ways for customers to shop. This includes offering personalized shopping experiences over the phone, live chat, and other tailored services that cater to individual customers’ needs. We are excited to announce that Jody Burton and Nicola Crook are both now IOSHaccredited in car seat safety awareness. We will soon be offering digital consultations and fittings to our customers, offering an unparalleled level of customer service as one of the few pure-play retailers who can offer this service with full accreditation.

Finally, we are committed to providing our customers with the information and expertise they need to make informed decisions. All our product pages now feature a section for one of our experts to highlight key features and answer common queries.

We are excited to put our people at the heart of the Online4baby brand, helping bring our company mission & vision to life.

We are also excited to be bringing back our live shopping channel, which our customers have always loved. We have now completed work on a live studio-space in our Oldham HQ and are already seeing engagement above our expectations. We are so excited to watch this touchpoint develop further into the future.

Our future initiatives will allow us to continue to improve the customer

The team at Online4baby would like to celebrate their CEO, Christy Foster, who delivered an inspiring speech and Q&A at this years Pro-Manchester International Women’s Day Lunch.

to remaining a leading baby and nursery retailer in the UK, and we are confident that our investments will allow us to achieve this goal.

This month Online4baby’s Managing Director Christy Foster explains why for them it is critical during the continued cost-of-living crisis to keep fully focussed on all aspects of the business.

The new studio space, for live shopping and consultations, at the Online4baby offices

Evolve Your Sales With Ergobaby

A safe pair of hands for parents and retailers alike: the Ergobaby

Evolve

Ergobaby are known worldwide for supporting parents in their day to day lives, and their latest collection is no different. The Evolve Home Collection is a new category of Ergobaby products, created to simplify parents and carers’ lives, and grow with baby from day one.

From a cosy newborn lounger, to a calming infant bouncer, to a fun toddler seat, Evolve is designed with ergonomics at the forefront. For all the moments they can’t have baby in their arms, parents can rest assured their little one is safe, comfortable, and happy.

Ergonomic Superiority

Developed with guidance from a paediatric orthopaedist, the Evolve bouncer comes with a removable, ergonomic newborn insert and deep seat to cradle new born babies and provide them with a safe, comfortable, ergonomic fit from head to hips, creating an ergonomic M-shaped positioning in baby’s hips, helping to prevent flat head syndrome. The Evolve bouncer is also the only bouncer currently certified and recommended by the Aktion Gesunder Rücken (AGR – Campaign for Healthier Backs).

Evolves with Baby

3-in-1 Bouncer is here!

Suitable from birth (5lb 8oz/2.5kg) to toddlerhood (29 lbs/13.2kg), as baby grows, the bouncer evolves by simply removing the newborn insert and adjusting between three different height settingsall easily adjusted via a foot pedal on the base of the bouncer. The lowest position is the perfect height for a newborn to lounge and relax, the middle position allows infants to rock themselves, no plugs or batteries required, while the highest position is perfect for toddlers who want to be part of everything going on around them.

About Ergobaby

Timeless Design

The Evolve 3-in-1 Bouncer is designed to fit effortlessly into any home with its modern silhouette and neutral colour options: Light Grey, Charcoal Grey, Midnight Blue, Blush Pink and Cream. Each bouncer seat is made with two soft and supportive fabrics to maximise baby’s comfort whilst also being machine washable for parent and carer’s convenience. It is lightweight at just 3.8kg and folds flat for convenient storage or travel, made even easier by a handy carry

Happy Birthday Ergobaby! In 2023 Ergobaby, which was founded in Hawaii by single mother Karin Frost, is celebrating its 20th anniversary.

Ergobaby has always been dedicated to building a global community of confident parents with smart, ergonomic solutions that enable and encourage bonding between parents and babies. Today, Ergobaby no longer only offers baby carriers - the brand makes a wide range of award-winning newborn essentials: baby carriers, nursing pillows, strollers, sleeping products and the latest Evolve Home Collection with ergonomic baby bouncers and high chairs that fit seamlessly, comfortably, and safely into millions of families’ daily lives.

bag available separately. Also available is a fun, ocean-themed toy bar to keep inquisitive minds entertained while they rock.

The ErgoPromise

Each Evolve Bouncer is backed by the ErgoPromise guarantee which formalises what parents have known for years, the quality of Ergobaby products mean that they can still be relied upon even after years of use. They are designed to carry and comfort the most precious cargo of all which means they are made using exceptional materials and workmanship. Ergobaby strive to exceed consumer expectations

Get in touch

not only for comfort and ergonomics, but also quality and durability. The ErgoPromise Limited Lifetime and provides a limited warranty against manufacturing defects in materials and workmanship for the lifetime of the product. Ergobaby will provide a replacement part or replacement product at its discretion for any manufacturing defect in these products, subject to certain conditions.

Superior ergonomics, superior quality and superior style, the Ergobaby Evolve 3-in-1 Bouncer is an offering you can’t afford to miss out on.

Contact Ergobaby today for more information by email service@ergobaby.co.uk or account managers:

North - Ali Bentley: abentley@ergobaby.co.uk, 07852 154 342

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

Keeping close

caregivers can be ‘hands-free’ while baby is in the carrier which allows them to navigate other tasks more easily, such as caring for another child, or maintaining their own needs.” Said Holly, adding “Babywearing also allows parents to more easily explore where strollers are rendered impractical, while babies get to discover their new world from the safety and comfort of their parent’s body.”

parent’s torso and tied in various ways to secure the baby in place. These carriers are highly customizable, as they can be tied in different ways to accommodate different body types and carrying positions.

Baby carriers or slings have huge advantages as they enable the wearer to keep their hands free while still bonding with baby. They can also help soothe a fussy baby by keeping them close to the wearer’s chest.

Ergobaby UK’s Marketing Manager, Holly Brewer told Nursery Today why she feels baby carriers and slings are popular with parents. “Perhaps the most well-known advantage of babywearing is how it strengthens the bond between parent and baby, but the overall benefits go far beyond this, babywearing aids in baby’s physical and emotional development too. But more and more parents are purchasing carriers for their practical benefits - parents or

The popularity of baby carriers and slings has grown significantly in recent years, as more parents seek out babywearing as a way to bond with their baby and simplify their daily routines. Many parents also appreciate the convenience of being able to breastfeed their baby while on the go, as many baby carriers and slings provide discreet nursing access. With this in mind, we also asked Holly if we continuing to see a growth in this category?

“Carriers are a staple in all parents’ shopping lists when buying for a new baby which continues to drive innovation and growth across the category. They are cost effective parenting tools with immeasurable benefits for both parent and child meaning they perform well both in stores and online.”

There are varying types of carriers and slings currently available with perhaps the most common type of baby carrier being a structured carrier, which typically has a structured waistband and padded shoulder straps. These carriers can be used for front, back, or hip carrying, and are generally the most supportive option for carrying older or heavier babies.

Another popular option is the mei tai carrier, which is a hybrid between a structured carrier and a sling. Mei tai carriers feature a rectangular panel of fabric with straps that tie around the waist and shoulders. They are very versatile as they can be used for front, back, and hip carrying, and they are generally easy to adjust for different body sizes.

Ring slings are another popular option and consist of a long piece of fabric with two rings sewn into one end. The fabric is threaded through the rings and then wrapped around the parent’s torso, with the baby sitting in the fabric pouch created. Ring slings are lightweight and easy to pack, making them a popular choice for on-the-go parents.

Finally, there are wrap-style carriers, which are made from a long piece of fabric that is wrapped around the

Nursery Today also asked Babymoov’s Marketing Manager Annabelle Cording if consumers are now more aware of Hip Displasia and whether they will seek carriers or slings that have accreditation by an association to give a level of reassurance in a product. “I think most will if they want to use a baby carrier and are researching into the best one for them. The most important thing with a baby carrier is whether it does offer medically-approved support for baby in the safest position for healthy hip development. E.g the babymoov carrier is certified safe for hips by the Int Hip Displasia Institute.”

Holly agrees also commenting: “As education around the importance of correct positioning and support for both baby and wearer increases, more parents are turning to accreditations to confirm they are purchasing products which ensure the best quality of care for their child. For example, 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. It’s also important that brands and retailers work together to educate consumers on correct usage of hip-healthy products. All Ergobaby carriers are acknowledged as hip-healthy by the International Hip Dysplasia Institute.”

Are consumers now looking more closely as to the type of fabrics/textiles used within the manufacturing process of a carrier or sling? “I think more parents lean towards skin sensitive fabrics for baby, washable, breathable and also eco-friendly or recycled materials.” Said Annabelle, with Holly adding: “Fabric choice is a great way for a consumer to tailor a carrier to their needs. Take breathability for instance, one in three parents rank “breathable” in their top three valued benefits of a baby carrier.”

When choosing a baby carrier or sling, it’s important to consider your customers body type and carrying preferences when offering advice, as well as the baby’s age and size. It’s also a good idea to get customers to try out several different types of carriers before making a final decision and purchase, to ensure that you find one that is comfortable and easy to use for each individual who is looking at these.

Overall, baby carriers and slings can be a wonderful way to bond with baby and simplify daily routines. By keeping baby close, carriers and slings can provide comfort and security for little one while enabling the wearer to either simply get on with everyday chores, venture out without the need for a pram or pushchair.

Carrying is a breeze

Maximum air flow meets maximum comfort with the Omni Breeze baby carrier.

Ergobaby’s Omni Breeze baby carrier has been designed to be the most breathable carrier on the market. Lightweight SoftFlex Mesh provides superior air flow, so both parent and baby stay cool and dry all day, while padded shoulder straps and lumbar support ensure maximum comfort. Like all carriers in the Omni range, the Omni Breeze is suitable from birth to toddlerhood (7lbs-45lbs / 3.2kg-20kg) and offers all four carry positions (front inward facing, front outward facing, hip carry and back carry), making it the only carrier parents will ever need. For more information, please contact your account manager or email the below.

service@ergobaby.co.uk

For new parents, carrying baby close can provide a sense of comfort and closeness for the wearer and baby. Baby carriers and slings are two popular options for keeping baby close while enabling the wearer to go about their day while staying ‘hands free’. We take a closer look.

Safe haven

The Haven Baby Carrier by BeSafe is designed for babies most comfortable adventures with mistake-proof safety design making it so comfy, so adaptable and so easy!

For the development process of this adjustable 3-way Haven Baby Carrier, BeSafe teamed up with ‘Die Trageschule e. K.‘ for testing and training. ‘Die Trageschule‘ is a highly respected German institute for babywearing. The BeSafe Haven is acknowledged by The International Hip Dysplasia Institute as a “hip-healthy” product. It is equipped with many smart features that are intuitive to use, keep your little one safe and give both parent and baby the most comfortable carrying experience. Some of the key features are The BeSafe Flex-Shape Buckle which adapts to parents of all shapes and sizes.

For extra comfort while outward facing Airgonomics is a unique integrated air pillow that is developed and patented by BeSafe and incorporated in the waist belt of BeSafe Haven. Equipped with a special vault, it can be inflated in seconds and gives the child a comfortable area to sit on while outward facing. This way, Airgonomics not only facilitates a healthy spine and hip position while outward facing, but also helps to distribute the child’s weight onto the waist belt to also give the parent the most comfortable carrying experience.

The outer material of BeSafe Haven is made of 96% polyester, which has high tensile strength to endure all kinds of everyday usage and great colour fastness. The 4% spandex added material flexibility and helps to adapt to and support the baby’s shape. On the inside, 40% cotton is soft against the baby’s skin and adds strength to support the baby. 60% are made of TENCEL, a natural lyocell fibre extracted from sustainable wood that enables great breathability and transports moisture away from the baby. www.besafe.com

Savvy way to carry

Joie’s savvy lite is a three in one baby carrier that offers your little one optimal support and a change of scenery, all while keeping them close.

Featuring autoclick magnetic buckles on the shoulder straps allows for savvy lite to be put on easily and for the straps to be adjusted by the wearer without any arm twisting or needing an extra set of hands. The supper supportive backstrap helps to lighten the load by distributing the weight evenly and adjusts easily for a finetuned fit.

Tel: 01889 808 900 | uksales@joiebaby.com

NEW Moov & Boost

Baby Carrier by Babymoov

Co-created with a French Physiotherapist and certified ‘safe for hips’ by the International Hip Dysplasia Institute.

The new organic cotton canvas, anti-UV  baby carrier by Babymoov is cleverly designed to transform into a fully harnessed, padded Booster Seat with inflatable seat cushion. The A-line carrier shape is perfectly adapted to ensure the proper infant M-position for healthy hip development for baby, while properly padded straps and a reinforced abdominal belt are integrated for parent’s comfort while wearing. The Moov & Boost Baby Carrier features a couple of hidden gems to help you on your days out like the integrated silicone teething ring for baby and secure zip pocket in the waist strap. Available in Hazelnut and Sage Green. Contact the below for further information.

sgreensall@babymoov.com

Cuddly closeness

Nuna’s CUDL clik provides the cuddly closeness you crave with your baby and creates the hands-free freedom you need to enjoy those small everyday moments that become the big ones.

The ergonomic baby carrier features breathable mesh fabric, padded shoulder and waist straps and is designed to make babywearing cool and comfy for both parent and baby. The buckled waistband clicks together in a snap and is adjustable for parents of all sizes.

The CUDL clik ergonomically adapts as your baby grows, so you can go about the day-to-day together and its self-guiding magnetic buckles make securing baby in the carrier simple and safe.

Contact Steven Smith for more information.

Steven.Smith@nunababy.com

Say Hello to the Omni Breeze

Make Baby Carrier Sales a Breeze with the Ergobaby Omni Breeze

Heading into the warmer months and holiday periods, the recently awarded Gold winner for the Made for Mum 2023 awards Omni Breeze’s SoftFlex Mesh is guaranteed to appeal to consumers looking for a lightweight, breathable carrier with superior air flow, so that both themselves and their baby stay cool and dry all day - without compromising on comfort.

SoftFlex Mesh

Over 90% of the carrier is made from SoftFlex Mesh: a unique diamond shape mesh fabric that allows for easy air flow, while foam cut outs in the waistbelt and lumbar support target airflow where it matters most.

This innovative mesh fabric not only allows quick and easy air flow, it means the carrier maintains a low profile, streamlined look, and a soft, comfortable feel.

Ergonomics and Comfort

Ergonomic for both parent and baby, the Omni Breeze has padded, crossable shoulder straps and a lumbar support waistbelt for parent’s comfort, while a padded head and neck support pillow cushions

baby’s head, and chest tabs cradle newborns for a custom fit.

Like every product in the Ergobaby range, the Omni Breeze supports baby in a hip-healthy spread-squat position, at all stages and in all positions, including outward-facing. In fact, the Omni Breeze is accredited “hip healthy” by the International Hip Dysplasia institute and is certified and recommended by the Aktion Gesunder Rücken (AGR – Campaign for Healthier Backs).

All babies. All carry positions. All-in-one.

Like all carriers in the Omni range, the Omni Breeze is suitable from birth to toddlerhood (7lbs-45lbs / 3.2kg-20kg) and offers all four carry positions (front inward facing, front outward facing, hip carry and back carry), making it the only carrier parents will ever need.

Fully adjustable for both wearer and baby, the Omni Breeze fits most body sizes and

shapes meaning that babywearing with Ergobaby really is for every body.

The Omni Breeze is simple to use and packed with clever features that make parents and carers’ lives easier. High-tech sliders allow for easy switching from inward to outward facing (and back again), reflective stripes offer extra safety and security, cleverly designed side pockets and removable pouch make organised storage easy, and a tuck-away hood gives baby weather protection and breast/chestfeeding parents privacy when required. Currently available in 13 colours and prints, there’s a style to suit everyone.

About Ergobaby

Happy Birthday Ergobaby! In 2023 Ergobaby, which was founded in Hawaii by single mother Karin Frost, is celebrating its 20th anniversary. Ergobaby has always been dedicated to building a global community of confident parents with smart, ergonomic solutions that enable and encourage bonding between parents and babies. Today, Ergobaby no longer only offers baby carriers - the brand makes a wide range of award-winning newborn essentials: baby carriers, nursing pillows, strollers, sleeping products and the latest Evolve Home Collection with ergonomic baby bouncers and high chairs that fit seamlessly, comfortably, and safely into millions of families’ daily lives.

Contact: service@ergobaby.co.uk or account managers: North - Ali Bentley: abentley@ergobaby.co.uk, 07852 154 342

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

The ErgoPromise

A baby carrier that has experienced a lot, and endured even more, becomes an heirloom, carrying each family baby when their time comes. The ErgoPromise Limited Lifetime Guarantee provides a limited warranty against manufacturing defects in materials and workmanship for the lifetime of the product. Ergobaby will provide a replacement part or replacement product at its discretion for any manufacturing defect in these products, subject to certain conditions. Recently awarded Gold at the Made for Mums Awards, the Omni Breeze is a lucrative sales opportunity you can’t afford to miss out on.

The ErgoPromise formalises what parents have known for years, the quality of Ergobaby carriers mean that they can still be relied upon even after years of use.

retailer opinion

Sue Dronfield

THE BABY BARN PRAM & NURSERY CENTRE

Are you experiencing an increased interest by your customers for compact folds? We are definitely having more enquiries for compact folds and not just lower end price ones. Customers love the compact and lightweight fold of these pushchairs and with holiday season now upon us are looking for an item to take abroad plus also give them more boot space too.

We have a great selection on display in store with prices varying from £199 to £499.

First time parents seem to be more fashion conscious whereas Grandparents and 2nd/3rd time parents look at ease of fold, compactness and functionality.

Our customers seem quite happy to pay a little bit more for increased sun hood protection, comfort and quality. Our buggy sales have definitely increased since Mothercare closed and we certainly notice an increase in brand awareness when suppliers up their marketing/launching of new products online/instagram.

Compact strollers tend to be a ‘pay & take’ item and it’s worth spending time demonstrating the differences whether it’s a full recline, larger hood, lighter fold through touching and feeling the difference in fabric/suspension, they are happy to pay that little bit more for practicality and quality.  I can’t believe how many customers over the last couple of weeks have been popping in just a few days before going on holiday, so having stock pays off!

Do you feel we are seeing compact folds having evolved to be designed and purchased as a travel system?

Compact folds have definitely evolved with the high end being carrycot and car seat compatible.  There is definitely a market for this as car boots do vary so much, if using public transport and the customer has little storage. However, as we are in a rural location we still tend to sell the larger prams/pushchairs.

Does lifestyle play a role when parents are looking at this category?

What do you feel are the main features that are being looked at?

Recently we have noticed that a lot of customers are purchasing for holidays abroad and would also like to use it for short trips and day to day errands and seem happy to pay that little bit extra for the right product for them. Main features considered are size, weight, easy to fold/push and hood coverage - a good size basket and travel bag are a definite bonus!

Are brand names important in this sector and if so, why?

Customers will come in asking for a specific brand especially if a friend has been happy with what they had purchased, however it’s normally “Do you have any compact buggies on display?” Another trend we see is if a particular brand has been promoted on Facebook or Instagram.

Finally, do you have any advice you could offer your fellow retailers to assist them drive sales?

I would make sure you have a good selection so the customer can compare brands/prices. Promote what you have and how they fold and any supplier offers via reels, videos on instagram/Facebook and carry stock on your best sellers. Plus don’t forget the add on’s ie Dooky sunshades, liners, toys, car seat sunblinds the very important cup holder and travel bags too!

Sara Hubbard

WHITES FARM BABY BARN

Are you experiencing an increased interest by your customers for compact folds?

Yes we are, we only used to see an increase coming up to the holiday season but have noticed a demand for them all year round.

What sets these apart from other prams/pushchairs?

They are a lot more compact, fold in one piece and often come with a carry handle or bag so making travelling with them super easy.

With the ongoing cost-of-living crisis, has this category been effected. Are parents looking more at function vs. fashion?

The cost of living crisis has definitely made people evaluate what they are spending their money on, we’ve seen people going for the higher priced more premium quality compact strollers with longevity in mind.

Do you feel we are seeing compact folds having evolved to be designed and purchased as a travel system?

Yes definitely, many people are purchasing the compact fold as their first and only pram/travel system.

Does lifestyle play a role when parents are looking at this category?

I wouldn’t necessarily say lifestyle, more the situation they are buying it for.

What do you feel are the main features that are being looked at?

How light they are is certainly top of the list, also recline and seat comfort.

Are brand names important in this sector and if so, why?

I think they are important in every sector, people rely heavily on recommendations and known brands.

Is this also a product that can lead to upselling?

Yes, with lots of accessories available for our travel prams many customers want the full experience.

Finally, do you have any advice you could offer your fellow retailers to assist them drive sales?

I suppose to offer a variety of brands, styles and price points.

Nursery Today caught up with The Baby Barn Pram & Nursery Centre and Whites Farm Baby Barn to find out their thoughts on Compact Folds.

new!

Plethora of new products

Most of the new launches showcased at the Harrogate show last year from Red Kite are now available and they are blown away with the fantastic responses received so far. These include the new award winning Push Me Koko Compact Strollers proving no compromise on quality and yet amazing value.

The new BGR Entertainer is sure to be a winner with young babies who will enjoy play time with the electronic light and musical toys whilst turning and jumping in the 360 degree padded seat. Features a clever jumpy spring pad for extra fun time!

The new Push Me Quad four wheel stroller is now available. Unbelievable value and price point for a simple and practical stroller that will grow with your baby up to 22kg in weight. Deep padded seat, full recline from birth, styled in black and graphite colour combination and includes bumper bar and raincover.

Arriving shortly will be the exceptional new co sleeper the Cozysleep Co Sleeper Crib. Practical and stylish for any home and has a quilted padded interior for baby’s comfort. Height adjustable with tilt function and includes a practical underneath storage shelf which will be so handy for nappies, bedding etc. All of this and yet at a stunning price point which is what their customers are telling them they need!

Tel: 01454 326 555 sales@redkitebaby.com

Compact living

The Compact Fold product category continues to grow with innovative design targeted to be lightweight, easy to manoeuvre, and folded down to a compact size for storage or transport. There are several reasons why compact folding pushchairs have become so popular among parents of young children.

Compact folds can be used for a wide range of ages, from newborns to toddlers. Many of these pushchairs come with adjustable seating options that can be reclined to a lie flat position for newborns or set upright for toddlers. Additionally, many compact folds have evolved over time and can easily be used as a full Travel System.

Nursery Today asked Joie’s Head of Product Management Damon Marriott if he felt we are seeing an increased growth in the popularity of compact folds? “Yes, this sector is certainly on the increase, whilst the traditional umbrella strollers do sell in high quantities on price alone, the compact fold stroller really offers more from a mighty little package. With features such as travel system and carrycot capabilities, through to being a mere 6 kgs in weight and super compact folded size the increased range available is seeing the category expand offering variety at different price points.”

One of the main benefits of compact folding pushchairs is that they are designed for one-handed folding, meaning parents can quickly and easily fold the pushchair down with just one hand, which is incredibly convenient when holding baby in their other arm. This feature is especially helpful for parents who are always on the go and need to quickly fold and store their pushchair in the boot of a car or on public transport.

Lifestyle can play a huge role in making this type of purchase with My Babiie’s Maria Kuria commenting: “The ‘normal’ family set-up has certainly changed and we are seeing more working mothers which means lives are getting busier and there is more to balance. So, the convenience of being able to purchase one trusted stroller that can last from your little one’s first ride home up to their last ride in a stroller is certainly desirable as well as

requiring a stroller that can be easily tucked away when not in use.

“Families who live in urban areas with narrow pavements, crowded streets, and public transport may prefer a compact stroller that is easy to manoeuvre and transport. In contrast, families who live in suburban areas with more space and access to cars may be more focused on features like storage space and comfort.

“Families who travel frequently may prefer a compact stroller that is lightweight and easy to fold, making it easy to transport on planes, trains, and other forms of public transport. Some compact strollers, including My Babiie’s MBX5 model are even designed to be TSA-approved, which means they can

Damon. “These products are a big hit with those who live in towns and cities as they make travelling through built up, busy areas and on public transport, much easier. Most Joie compact fold strollers are able to utilise the carrycot for this scenario and all are travel system capable too.”

What type of benefits can retailers expect by stocking compact folds on their shop floors or on websites?  “The savvy retailer can gain the compact stroller sale at the initial pre-birth purchase stage, selling in the fact that some carrycots and car seats that are compatible with the main pram, are also compatible with the compact stroller.” Comments Damon, adding: “This offers the consumer future proof purchasing, with the option to initially loan the stroller to family members or child minders, with an easier hand over if the main car seat also fits the compact option as well.”

be taken through airport security without any issues.”

In addition to their portability and space-saving capabilities, compact folds are also popular because they come in a variety of styles and designs. Many of these pushchairs have sleek, modern designs that appeal to parents who want a pushchair that looks stylish and trendy. Some models even come with accessories such as cup holders, sunshades, and storage compartments, which can make life easier for parents on the go. But what else can set these apart from the more traditional pram or pushchair? “Compact products generally come in at a lower price point so are ideally placed as a second purchase option or one that will be used less frequently than a main pushchair – either for holidays or to leave at the grandparent’s house.” Said

Maria also feels these offer retailers an option to diversify their inventory adding: “Compact folds can give an increase in sales and interest. You’re also offering customers more options which always makes for a better shopping experience. By adding compact fold strollers to their product offerings, retailers can diversify their inventory and offer a wider range of strollers to customers. This can help retailers capture a larger share of the stroller market and increase their overall revenue. The retailer can cater to the needs of customers who are looking for a stroller that is easy to transport, lightweight, and doesn’t take up much space. This can lead to increased customer satisfaction and loyalty.”

Overall, compact folds have become incredibly popular among parents of young children for a variety of reasons. They are lightweight, easy to manoeuvre, and can be folded down to a compact size for storage or transport. They also come in a range of styles and designs, making them appealing to parents who want a pushchair that looks stylish and trendy. Whether your customers live in a small apartment, travel frequently, or simply want a pushchair that is easy to use and store, a compact fold may be the perfect option for your customers. We highlight a number of products across the following pages which are all available to order now.

“Compact folds are a big hit with those who live in towns and cities as they make travelling through built up, busy areas and on public transport, much easier.”

Damon Marriott

Image courtesy of Joie

Compact folds have become increasingly popular in recent years due to their convenience, portability, and spacesaving capabilities.

Full of features

Recently introduced to the Red Kite range, the new Push Me Koko Compact fold is available in two designs, Amber and Slate.

Both are jam packed of all the features and functions a parent needs. Suitable from birth to 22kg with the generous and quilted seat. Easy to fold and to carry with the handy shoulder strap. Large extendable hood with a safety flap to check on baby. Full suspension on the classy chassis means a really comfortable ride for both baby and parents. Is supplied with useful raincover and a front apron to keep out those chilly winds! Check this out, you wont be disappointed!

Tel: 01454 326 555 | sales@redkitebaby.com

A good mixx

The Nuna MIXX is fitted with a one-hand recline for on-the-go relaxing, all wheel suspension and a one-touch brake system with front swivel wheel locks. Its new retracting wheel makes it even more compact – so parents can now squeeze it into the tightest of spaces. When the pushchair is folded, the rear wheels automatically fold into the frame, saving 25cm in length.

Contact details are Steven Smith – Brand Manager – Nuna UK Steven.Smith@nunababy.com

Always the explorer

With the sun coming out and summer just around the corner, it’s time to get out and exploring and where better to look for a companion than the My Babiie Explorer Range!

Designed for big explorers and their little ones, the MB03 and MB52 stroller have your back. They both feature smooth maneuverability, a large storage basket for all your adventure goodies and a large, adjustable canopy! And when your little adventurer needs their sleep, the reclining seat and adjustable leg-rest are there to provide. The easy, neat, compact fold with a carry handle makes stowing and going a breeze! But let’s continue exploring! Because the MB52 boasts a few extra goodies! Such as the included newborn insert so adventures can start from day 1 and the free matching changing bag! The MB03 and MB52 Lightweight Strollers, making little explorers dreams come true.

hello@mybabiie.com

Great value

Graco launches high street hero stroller Myavo as consumer spend is squeezed.

Myavo is Graco’s new compact stroller that combines style, comfort, and versatility without blowing the budget. Myavo not only looks great but it is also packed full of amazing features that make it ideal for travel anywhere. With a one-hand, one-second fold, and weighing only 5.8kg, Myavo is perfect for use on the go as it is one of the lightest compact strollers on the market.

Suitable from birth up to approximately 4 years old (0-22kg), Myavo delivers curb appeal with two on trend colours to choose fromSteeple Gray and Mint (Mint being exclusive to Argos). The canopy is knitted, and the seat fabric features a quilted design for a luxurious look and feel.

uksales@allisonbaby.co.uk

www.gracobaby.eu/uk

Quick fold with Joie Parcel

Parcel is the newest stroller on the block, from Joie Signature, and means no more heaving and hefting –weighing in at just 6.9kg, this welterweight wonder is designed to roll for years and is effortless to lift and store.

Made for when hands are full and storage is limited, parcel will quickly fold making it perfect for tucking in small spaces or carrying on public transport. The extended usage lets you think long term, giving growing travellers a comfy seat all the way up to 22kg. With three ways to roll in one, incorporating carry cot, infant carrier and world facing modes, this is the only stroller you’ll need for the years of adventures ahead.

With four recline options, parcel has the perfect position for little one, whether they want to lie flat and sleep, kick back and relax or sit up and take in the sights, you can fine tune the seat to meet their needs.

Tel: 01889 808 900

uksales@joiebaby.com

The MIXX next is designed to make life as smooth as possible for parents.

Award winning

The new Ergobaby Metro+ Deluxe has all the fan-favourite features of the award-winning Metro+ but with premium materials, more storage, and brand-new accessories.

It’s loaded with comfort features like ergonomic padding, adjustable handlebar, large puncture resistant wheels, and premium materials, all in a package small enough to fit in most airplane overhead bins. The only stroller parents will ever need, the stroller ergonomic bucket seat and near-flat recline make it useable from newborn to 22kgs/4yo, no extra pieces or tools required. Weighing 8.3kg and folding with one hand to just 54cmx44cmx25cm it’s small and lightweight enough to go anywhere and everywhere. For more information, please contact your account manager or email the below.  service@ergobaby.co.uk

Big plans start with a small fold!

As one of the most compactfolding 4-wheel modular strollers, the Baby Jogger City Sights Stroller is ready for wherever the day takes you.

The one-hand fold on this lightweight stroller makes it easy to pack up and store, cutting down your get-out-the-door time so you can spend more of the day on new adventures. All-terrain wheels and suspension mean more paths and sidewalks to roam, while the reversible seat lets your child see everything, in any direction, along the way.

The reclining toddler seat, adjustable calf support, and large UV 50+ canopy keep comfort levels high and spirits up. Vegan leather accents on the adjustable handlebar and included belly bar give it a luxe look and feel. Sold as a single stroller or in a bundle (stroller, carrycot and weathershield).

Christopher.gnech-cini@newellco.com

Take Your First Steps in Style with Aylo

The Junior Jones Aylo boasts a smooth, effortless multi-terrain ride with the latest Tru-Ride2 technology.

Equipped with multiple practical features, parents will love Aylo’s convenient adjustability on the go. Including a compact, freestanding, one-hand fold that can be achieved in just 3 easy movements, whether the seat is world or parent-facing, simply flip, twist and lift.

Aylo pairs function with style to create the perfect pushchair for modern family life. Available in a variety of colours and travel system bundles, along with must-have matching accessories like the faux leather, unisex black Backpack Changing Bag.

sales@cuddleco.co.uk

Compact with My Babiie

Pushchairs can be compact too which is why My Babiie have the MB240 Pushchair.

The MB240 is the only My Babiie pushchair that can be both parent-facing and world-facing. Featuring height-adjustable handles for your comfort, an extra large storage basket for all your goodies, and a one-handed seat recline, the MB240 packs all these features into a neat and easy compact fold. Perfect for stowing and going, wherever the adventure takes you, and style never gets left behind with My Babiie, because the MB240 comes in 3 gorgeous, sleek stand-out-of-the-crowd designs!

hello@mybabiie.com

New Pack Wei from Bébécar

The Pack Wei is a complete travel system. It includes a chassis, carrycot with hood and apron, soft fresh mattress, seat unit, lie-flat car seat, and raincover.

At only 52cm wide with wheel ball bearings and suspension, the Pack Wei is easy to manoeuvre, provides a smooth ride, and is compact when folded.

The chassis can be folded with the pushchair seat still attached which is perfect for storage or transporting in the car. It also includes a carry handle for easy lifting on the move.

Available in 5 Soft fabrics.

Bébécar UK is part of the East Coast Group.

Tel: 01692 408801

sales@bebecar.co.uk | www.bebecar.co.uk

Lightweight for travel

No stroller should ever stop you from going to the places you want to go, which is why the My Babiie MBX5 Compact Stroller is the one for you.

Extremely lightweight, perfect for travel, the MBX5 folds down to the most compact fold you’ve ever seen and easily fits into airplane or train overheads and the attached carry handle makes carrying this around with you a breeze. When unfolded this stroller continues to give with front swivel wheels making for a smooth ride, an oversized canopy for shelter and a reclinable seat for when nap-time hits. Making little adventures possible.  hello@mybabiie.com

All in one

The compact and lightweight tourist cleverly combines carry cot, infant carrier and forward-facing seat.

Joie’s tourist is an all in one sweet ride, giving you a stylish multi tasker that has been carefully crafted to roll smoothly from baby to big kid. Little one can snooze on the go with a recline you can customise while the adjustable leg rest and cushy calf support are ideal for relaxing on the roll. Wriggly toddlers are easy to secure with the clever autoclick magnetic clasps that have you ready to ride in a jiff.

Tel: 01889 808 900

uksales@joiebaby.com

Suitable from birth

Lightweight and compact, the pact from Joie is your new best friend when travelling with a little one.

Weighing in at just 6kg, the pact is suitable from birth right up to 15kg. With a fully flat recline, it gives tired travellers the perfect place to grab a quick snooze, and it’s also compatible with the gemm, i-Gemm and i-Level infant carriers. Living up to its name, the pact, packs down to almost half of its size in a matter of seconds with a swift, one-handed motion making it an ideal option for families on the go or to leave at the grand-parent’s house.

Tel: 01889 808 900

uksales@joiebaby.com

Barking Mad

john@pramland.co.uk

Hello one and all and welcome to my little corner of Nursery Today! I hope you are well and business has been improving.

First thing I’d like to do this month is give Maxi-Cosi a rather big pat on the back for their new product. I think the general response from all of us that attended one of their events was excitement. I know for me it was a true “WOW, this is special and a true game changer” moment. For too many years Maxi-Cosi have been following their contemporaries whilst other brands have churned up the industry with innovation, clever marketing and swanky displays. Maxi- Cosi have smashed it out of the ballpark – in fact they obliterated the ballpark with their next big thing. For those of you that either don’t stock Maxi-Cosi or simply couldn’t attend one of the reveal events what they showed was as big a moment as the first time you saw a rear facing stroller fold in one piece, or the first time you saw a rotating car seat! So, congratulations Maxi-Cosi you’ve really set the cat amongst the pigeons with this and the next 12 to 24 months will be very interesting for us stores that sell your brand.

Trade has been brisk for the past

month and a casual look back at last year revealed that the gulf between this year and last is getting smaller. Maybe consumer confidence is returning, or possibly consumers that should have ordered last month or earlier are simply returning to finally order. The other possibility is that the change in weather which has resulted in cheaper heating bills etc has had a positive effect on consumers and their household budgets? It’s a true mystery and one that I just cannot understand. How is it possible that a group of independent stores located in various areas around the country can simultaneously experience the same dips and peaks in trade? As far as I’m concerned people will continue to have children and that means there will also be a need for us - unless the Children Of Men storyline becomes real and there are no more children born. If this happens, I’ve decided I’m going to turn the shop in to a massive adults playground (for no other reason than I’d like this just for me).

Paintballing combined with kart racing – like a real life MarioKart – now that would be awesome!

This month I thought I’d have a brief look at what’s been working for us over

the past couple of difficult months. I’m sure that the majority of you reading this will already implement these plans but if it helps out just one person I’ll be a happy chappy.

I hate discounts and unfortunately customers love them, especially when it’s quiet. So instead of discounting “added value” is the way forward. When customers are as far away from pay day as they can be it’s frustrating spending all day demoing and not getting any commitment.

A proven way of getting the customer to dig deep is if the deal is too good to miss. The key to it is ensuring that you are offering what the customer perceives to be an unmissable deal. It’s safe to say if the customer isn’t saving at least 10% they aren’t really going to be all that interested. So how does “added value” manage to work for all involved?

The customer perceives they have received something valuable yet it’s cost you less than giving a discount –it’s a nice happy medium. Let me give you an example. If Mr and Mrs Mum & Dad to be are looking at a travel system (for the convenience of it) that sells for an rrp of £1,000. If the customer can find that product everywhere else for £1,000, all the time, where is the incentive to order now? They won’t. Yes, they may return closer to their due date, or they may visit another store and get offered a cash discount and as a result you miss out on your hard work (this is where you insert the angry, swearing face emoji). By offering a promotional freebie the customer starts to get their cogs ticking over. If I don’t order now I won’t get this or that. As I mentioned above a customer would normally expect 10% (£100 in the example) which

This month Pramland’s John Barker congratulates Maxi-Cosi and gives his opinion on why he hates discounting preferring to focus on added value instead for his customers.

Trade has been brisk for the past month and a casual look back at last year revealed that the gulf between this year and last is getting smaller.

is a big hit on your margin depending on the brand you sell them. If however you put together a small bundle of “freebies” with a total rrp value of say £100 to £120 the customer feels they are getting something for nothing. The best is yet to come. A £100 discount is just that - £100 off your profit. With the added value technique you could assemble a bundle of items which actually costs you substantially less! If you’re clever you can bank up items as and when your brands offer them on promo. You’ll be buying them even cheaper and therefore the impact on your profit will just reduce even further.

In the example I’ve given you could be buying items for around £50 to £60 and still the customer is over the moon. They are very unlikely to consider a £50 or £60 cash discount enough to press the “GO BUTTON” on an order but £120 of freebies seems so much more attractive. It also decreases your hit which means better margin than a straight cash off deal. In addition to this your brands love you as you are

spending more with them to buy items for the bundles PLUS you aren’t discounting their travel systems!

Everyone is a winner – Brand A is getting additional sales from all the accessories etc you are buying, Brand B is happy as you aren’t devaluing their brand or products, the customer is happy as they have a pile of freebies they didn’t expect and finally you’re happy as it cost you much less to nail the sale there and then. Picking appropriate times of the year to run these “exclusive in store only” events drive customers to the store and encourage them to spend or miss out.

Again, I’m sure many of you are already doing this and have seen the rewards, if not give it a go. It works and it works better than giving a cash discount.

So, that’s me done for another month. Stay safe, have a great Easter (eat LOADS of chocolate) and I’ll see you soon – by which time the Maxi-Cosi secret will be out, and I’ll finally be able to tell you why I’m so excited for the future as a Maxi-Cosi stockist.

I hate discounts and unfortunately customers love them, especially when it’s quiet. So instead of discounting added value is the way forward.

Sleeping safely

Unlike traditional cribs, which are often placed in a separate room from the parents’ bedroom, bedside cribs allow parents to keep their babies close at night, promoting better bonding and a safer sleep environment.

One of the primary benefits of bedside cribs is that they allow parents to keep their babies close at night, without the need for co-sleeping. Co-sleeping, or sharing a bed with a baby, has been linked to an increased risk of Sudden Infant Death Syndrome (SIDS), as well as suffocation and other sleep-related accidents. With a bedside crib, parents can keep their babies within arm’s reach, while still providing a safe sleep environment. This can help parents feel more at ease and allow them to respond quickly to their baby’s needs, without the risks associated with co-sleeping.

Bedside cribs also promote better sleep practices, such as back sleeping, which is the recommended position for babies to sleep in to reduce the risk of SIDS. By keeping babies close at night, parents can easily monitor their baby’s sleeping position and make sure they are sleeping on their back.

Another benefit of bedside cribs is that they can help with night-time feeding. Newborn babies need to feed frequently and having a bedside crib can make night-time feedings easier and less disruptive. Instead of having to get out of bed and walk to another room to feed their baby, parents can simply reach over and pick up their baby, making the process quicker and more convenient. This can also help reduce the amount of time it takes for babies to fall back asleep, as they are less likely to fully wake up during the feeding process.

Bedside cribs come in a variety of designs and styles, but all are designed to keep babies safe and comfortable. Some models attach to the side of the parents’ bed, while others are standalone cribs that can be positioned next to the bed. Many models also have features such as adjustable heights, breathable mesh sides, and easy-toclean surfaces, which make them practical and convenient for parents.

Innovation meets style with SnüzPod4

Iconic design and innovative features such as its dual-view mesh windows, and zip-down wall for bedside use, undoubtedly give the much-loved SnüzPod⁴ its edge.

Praised for its genius ComfortAir system with unique surface-level air-flow vents, an air-permeable mesh liner, and improved base ventilation, the SnüzPod⁴ is super breathable. The SnüzPod⁴ not only fits more beds than any other bedside crib thanks to its new extended height feature, but it also boasts many much-loved features, such as the lightweight removable bassinet and reflux incline. It comes in a stunning collection of classic and on trend colours to suit any interior style, including the independent retailer exclusive, Urban design. Striking bedding and accessories including the SnüzMobile and SnüzCloud, are also available to complete the look.

01789 734 022 | trade@greensheepgroup.com  | www.snuz.co.uk

Coffee Break

NurseryToday caught up with Chloe Scott, Head of Design at Snüz to find out her thoughts on Bedside Cribs.

What are the main benefits to those who choose a bedside crib?

Bedside Cribs continue to grow in popularity with expectant parents due to the multitude of benefits it can bring to family life in the early days, making life as a new parent that little bit easier as everyone settles in. Most importantly, a bedside crib enables safe sleeping in line with NHS guidance that your little one should be in the same room as you for the first 6 months – a bedside crib allows you to keep your baby by your side, but in their own safe sleep space. It also allows you to feed, soothe, and be closer to your baby for a safe bonding experience. A bedside crib allows easy access to baby –especially for mothers who have had a c-section birth. From an aesthetic standpoint, a bedside crib takes up less space than a cot bed, so it’s easier to fit into the adult bedroom, and have a longer usage lifespan compared with a Moses basket as they are larger.

Do you feel these provide better sleep practices for infants and parents?

Yes absolutely. Bedside cribs enable parents to keep baby close by, but gives the little one their own cosy, consistent, safe sleep space. Our SnüzPod4 features a removeable bassinet, so parents can keep their baby in a familiar environment as you move from room to room. A bedside crib also gives parents the peace of mind as they can easily see baby, thanks to the breathable mesh window – on our SnüzPod4, we have this on both sides.

Is this a product category that experiences innovation and also one which is showing continued growth in popularity?

The bedside crib category is undoubtedly a competitive

space and brands are always trying to innovate and come up with sleep solutions to make the daily tasks parents face easier. In 2020 we unveiled the SnüzPod4, which was not only bursting with innovative sleep-inducing features, such as a 3D breathable mesh mattress and ComfortAir liner, but was also one of the first of its kind to be tested to meet the latest Bedside Crib Safety Standard. We have maintained innovation by ensuring SnüzPod4 has all the features parents would want from a bedside crib, such as rocking, reflux tilt, number of height settings, drop side, lower storage shelf and lift off bassinet. From speaking to retailers and attending Baby Shows, parents are still showing a huge demand for the product category.

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

Around 8 in 10 parents shop for their new arrival online and of those who shop in store, up to 80% of them will conduct online research before purchasing.

What type of benefits can retailers expect by stocking these?

Bedside cribs are often one of the first items a new parent will buy, so this gives retailers the opportunity to form a connection with them right at the start and you can then support them throughout the rest of their parenting journey.

Bedside cribs have become increasingly popular among parents over the years due to their convenience and safety features.

Cozy sleeping

Following the success of the popular Una Co sleeper, Red Kite are adding to this successful range with the brand new Cozysleep Co Sleeper Crib.

Presented in tasteful grey fabrics with soft quilted liners that will be so comfy for baby to sleep in. Height adjustable with tilt incline features to suit baby’s sleeping positions. Fits snuggly next to a full sized bed for peace of mind and a happy nights sleep for all!

Tel: 01454 326555

sales@redkitebaby.com

Peace of mind

The Maxi-Cosi Iora Air is an extra-comfortable, soothing co-sleeper, designed to keep infants close and develop the special bond between parent and baby.

This enhanced version of the brand’s iconic co-sleeper, Maxi-Cosi Iora, boasts a new rocking-function among other great new features. Parents can just flip the arched leg support when they need it to help soothe baby back to sleep. It also has an extra-thick mattress and an all-round, breathable mesh fabric to maximise air circulation to ensure baby’s comfort throughout their sleep time. Iora Air is designed using EcoCare; super-soft, premium fabrics and materials made from recycled plastic bottles. A large storage basket underneath ensures convenience for parents as all of their baby essentials are within reach, for around-the-clock care.

www.maxi-cosi.co.uk

Portable sleeping

Graco’s Side-by-Side is a portable bedside bassinet that offers a contemporary alternative to the moses basket.

This stand-alone crib is unlike many bassinets on the market being purposely designed to be portable. Set at the optimum height to keep baby close at bedtime, Side-by-Side also transforms into a travel-sized infant bed by simply removing the lower legs to become a portable cot. Additional features include vented easy-view mesh panels for improved airflow; a one-handed, one-action fold activated from either side of the crib; a compact, lie-flat fold; a large storage basket; removable quilted padded mattress; and a carry bag.

uksales@allisonbaby.co.uk

www.gracobaby.eu/uk

Feeling cozy

An enhanced version of the brand’s award-winning crib, the CoZee Air boasts all the qualities of the original CoZee, but with a few extra features to help increase airflow whilst adding more functionality. The CoZee Air offers an additional mesh window with roll down curtain for airflow control, a deluxe airflow mattress, rocking bars to help soothe baby to sleep, and wheels that allow easy movement from room to room. The storage basket underneath ensures that essentials are kept within arms reach, whilst the innovative 30 second open and fold mechanism makes it a great option for travelling.

www.tuttibambini.com

A Boho-Chic Nursery

Addition from CuddleCo

The CuddleCo Aria Rattan Crib is the perfect, stylish alternative to a traditional bedside crib.

Beautifully crafted from rattan, a strong sustainable material that’s harvested seasonally and grows back quickly, making Aria an ecological choice for parents.

Aria’s lightweight design allows for effortless transportation between rooms, making it perfect for both daytime naps and bedtime. The crib includes an eco-friendly foam mattress and liner crafted from ultra-soft bamboo fibres, which naturally have anti-microbial properties that help maintain a clean, germ-free sleep environment. The mattress and liner also help promote airflow and regulate temperature, ensuring baby has a safe sleep set up.

sales@cuddleco.co.uk

Snüz on the Most Advanced Mattress

The latest mattress technology shows that what goes

on under the surface really Counts

With its SnüzSurface collection, iconic sleep brand Snüz has not only delivered enhanced mattress technology to provide tailored support, but also design that will stand the test of time from birth to 13yrs, offering great value for money for the consumer.

The innovative range of 4 mattresses, which are available in standard sizes to sell across multiple furniture brands, all feature a unique 3D breathable surface, with waterproof membrane and removable cover (washable at 40°c) – all key selling points that will entice families.

The SnüzSurface Air crib mattress provides a firm core for the correct support from birth, while the SnüzSurface Duo cot and cot bed mattress provides progressive support, ideal as little one’s transition into toddlerhood. Featuring a pocket sprung core and unique dual-sided option, the genius mattress offers two levels of firmness.

With its clever triple-layered internal structure, the SnüzSurface Pro cot and cot bed mattress will support to little one’s 7th Birthday – one mattress, 3 levels of support! Truly adaptable for growing families, the unique design allows parents to change the level of firmness as their child grows.

Completing the range, the SnüzSurface Max junior mattress from 4 to 13 years boasts many of the same features, including an anti-dust mite barrier.

Tel: 01789 734 022

trade@greensheepgroup.com     www.snuz.co.uk

Quick, easy fold

Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new roomie go from Joie. This easy to fold, bedside sleeper is a portable powerhouse that will let parents and little ones sleep safely, side by side, without sharing a bed.

What sets roomie go aside from similar bedside cribs is the quick and easy fold that packs up conveniently into one tiny package. Compact and lightweight, roomie go is your perfect travel partner that is easy to carry and tucks away into small boots and cupboards.

Roomie go also comes with a comfortably cushioned, yet firm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby.

Tel: 01889 808 900 uksales@joiebaby.com

Lighting the way

Baby nightlights are a popular purchase for parents of young children. They are designed to emit a soft, soothing glow that helps babies and toddlers feel secure and comfortable in their bedrooms at night. With a range of features available, including colour-changing lights and soothing sounds, baby nightlights are an essential item for many parents with young children.

Celebrating 20 years of successful sleeptime

Pabobo by Angelcare, the leading sleep range, is expanding in the UK!

Celebrating 20 years of peaceful nights worldwide and millions of happy families, Pabobo combines elegant yet refined designs with advanced gameplay and ease of use.

Pabobo introduces new extensive range to promote good sleep:

• Portable Night lights, to see in the dark without hurting parents and little ones eyes

• Soothers & sleep aids, supporting best bedtime routines (magical projections and lullabies). Highlights includes lovely plush characters, such as best selling Aqua Dream Whale projector).

• Sleeptrainers, to learn time and help toddlers sleep longer (… not waking parents too early!).

Contact Daniel Kobryner on the below for further information. marketingUK@angelcaregroup.com

Sleepy

Sheepy

A new sleep aid from Hape, the Sleepy Sheepy is their latest toy to help little ones drift off.

This two in one night light and music box has a gentle glow and comes with five different melodies - Can you count the stars? Sleep my child, The Moon Has Risen, Schubert’s Lullaby and Now I Lay Me Down to Sleep.

There are two volume settings and a timer so that it automatically turns off. This smiling sheep is rechargeable with a Micro-USB.

Tel: 0116 478 5230

sales@toynamics.co.uk

www.toynamics.com

A No1. Nursery must have

for sleep!

The ClevaPure Salt Lamp & Humidifier is a nightlight, humidifier and aromatherapy diffuser in one.

Filled with authentic Himalayan salt crystals, the lamp casts a warm, melatonin-friendly glow, creating a restful sleep environment.

The humidifier moistens dry air, reducing irritations that cause respiratory issues among children. When baby is congested, humidifying the air helps ease respiratory symptoms, soothes sore throats and dry itchy skin.

Use as an aromatherapy diffuser by adding a few drops of essential oils to aid relaxation and sleep.

Suitable from birth, the ClevaPure Salt Lamp is whisper-quiet, with built in auto-stop once the reservoir runs dry.

sales@clevamama.com

www.clevamama.com

Designed to explore

With the

out and

My Babiie Explorer Range!

Designed for big explorers and their little ones, the MB03 and MB52 stroller have your back. They both feature smooth maneuverability, a large storage basket and a large, adjustable canopy! And when any little adventurer needs their sleep, the reclining seat and adjustable leg-rest are there to provide. The easy, neat, compact fold with a carry handle makes stowing and going a breeze! But let’s continue exploring! Because the MB52 boasts a few extra goodies! Such as the included newborn insert so adventures can start from day 1 and the free matching changing bag! The MB03 and MB52 Lightweight Strollers, making little explorers dreams come true.

hello@mybabiie.com

www.mybabiie.com

sun coming

summer just around the corner, it’s time for little one to get out and exploring and where better to look for a companion than the

We shine the light on products available to order now for families on the move – whether it’s a day trip, staycation or vacation!

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

Splash About’s award-winning Happy Nappy Sunsuit is a must have for babies and toddlers in the summer heat.

The unique design combines the brand’s best-selling Happy Nappy swim nappy with a UPF50+ sun protection rash top for 2-in-1 protection in and out of water!

The highest UV protection for baby

With the highest level of UV protection and an easy pop-up system, the Babymoov anti-UV tent is the ultimate summertime essential for keeping baby cool and protected from the sun. With a fine mesh mosquito net front and ventilation window at the back, air can flow easily through the tent eliminating risk of baby overheating.

The UV protected paddling pool version of the tent is also pop-up and includes a detachable 50+ UPF protection canopy, removable mosquito net cover and a removable padded base mattress for playtime too. Every Babymoov UV tent in the range comes with a compact carry bag for easy storage and transport. Now NEW to the range for 2023, a new green coloured tent is launching under Badabulle, with the same high protection features. Please contact the below to find out more.

sgreensall@babymoov.com

Made from lightweight Nylon Lycra, the soft, stretchy sunsuit body is designed to keep little ones cool while three-quarter sleeves and a high neck protects young skin from the sun’s harmful rays. In the water, the form-fitting neoprene Happy Nappy provides maximum protection against unwelcome faecal leaks. Practical and perfect for the beach or pool! Suitable for 3-24months.

www.Splashabout.com

Outdoor fun

A new edition to the bestselling Hape Sand Toys available from Toynamics is the

Construction Sand Toy Dumper Set.

These fantastic sand tools offer hours of fun at the beach, in the garden or sandpit. This set lets kids shovel, scoop and transport huge amounts of sand around and has everything needed to turn the beach into an imaginary construction site. Included is a dumper, digger bucket, bulldozer, cone and construction sign. Best of all it is all stackable, so all equipment can be carried in the dumper for the next adventure to the sea!

0116 478 5230

sales@toynamics.co.uk

www.toynamics.com

Doona – A Summer Holiday Must-Have

Whether they’re heading off on a staycation or to a tropical destination this summer, parents are guaranteed to love how easy the Doona Car Seat & Stroller makes travelling with a little one.

Ideal for travelling by plane or car, the Doona Car Seat ensures safe travels, no matter the destination. Along with being TUV and FAA aircraft approved for travel, Doona has a UV 50+ rated canopy to help keep little ones protected from the sun, plus there are plenty of handy summer accessories available to purchase.

The transition from travelling to sightseeing is seamless, as with a click of a button, the car seat transitions into a stroller.

sales@cuddleco.co.uk

The wonders of WonderFold

You recently launched WonderFold in the UK, what was the decision behind onboarding this brand into the Baby Central portfolio?

Yes, we are really excited to have recently added WonderFold to the Baby Central portfolio. As a business we are continually striving for growth by developing our existing brands whilst always looking for new and exciting products. We look for brands that offer a point of difference and help solve problems for parents, and the WonderFold is uniquely positioned to do this. The range fills a gap in the market for a quality, innovative, multi-child stroller; allowing parents to enjoy days out with multiple children and luggage, with ease.

Historically, we have also always distributed products with a medical efficacy, and the WonderFold adds to this because is it suitable for children with disabilities, who may need medical equipment when out and about.

How are you supporting this brand here in the UK to gain consumer awareness and support potential retail partners?

We have a busy year ahead! We recently launched the WonderFold to press and influencers at a magical festival-themed event at Center Parcs Woburn, called Wagonfest! From there onwards we have a comprehensive list of consumer and family events to attend up and down the country, including baby shows and country fairs. Over and above that, we have fun and engaging social media content and are working with celebrities including Amy Childs and Frankie Essex.

We have created extensive marketing assets including video content, leaflets and how-to videos to support retailers and have a fantastic website

where stockists will be added. Finally, we have direct-to-consumer ad campaigns running throughout the year, across various titles.

Who would you say are the perfect audience for this type of product?

This product range is perfect for families with two or more young children who like to go on adventures! The aim is to make parents’ lives easier and kids’ lives a little more comfortable. Living near the beach, I always see people struggling with the stuff they need for a day trip and these versatile WonderFold wagons are equipped to carry children along with other belongings, and have therefore become pa must-have for famil y outings. It is also perfect for special needs families; with space for medical equipment, and more room and comfort for children who may need it.

What would you say are the unique selling points of WonderFold?

The WonderFold are high quality and well equipped; they can hold up to four children, with raised seats that recline and 5-Point safety harnesses with pads for added comfort. The W ranges have a front zipper door for easy access to the deep carriage, each comes with mesh panels for optimal ventilation. The ample storage space includes pockets on all sides and a removable rear basket to hold all of your essentials, plus a removable canopy with adjustable canopy fabric to give ultimate sun protection.

For parents of varying heights, the handlebars are adjustable and there is a 1-step foot brake system. The All-Terrain wheels with suspension and bearings ensure a smooth ride and easy manoeuvring, and all this folds easily and stands when folded. The removable fabric also ensures easy cleaning.

To give UK retailers an example of how these could perform within their own stores or on their websites, how popular are these within other countries who already distribute WonderFold?

WonderFold was launched globally in 2019 and has proven to be hugely successful in America, Australia and New Zealand, alongside France, Canada, Spain and Korea. In the USA alone, there are over 800,000 end users and 600+ retail locations, plus almost 350k combined followers across the brand’s social media channels. We’ve got a way to reach that point here in the UK, but our benchmarks and ambitions are high. Finally, how many variations are there in the current range and what type of price points do they have?

There are 10 wagons in total here in the UK, varying in colourways, spec and price point from an RRP of £595 up to £1,249. This ranges from the W4 collection (four seaters) to the W2 collection (two seaters), each containing a Luxe, Elite and Original version of the product, and finally the two and four seater Push and Pull Wagons. There is also a Special Edition vintage VW Camper Van wagon, complete with the classic VW bumper, functioning headlights and retro all-terrain XL wheels. This has an RRP of £1,999. Finally, The M1 single stroller is perfect for an individual child or even a pet and comes with a pet ramp and leash, allowing furry friends to come along for the ride too. www.babycentral.co.uk/wonderfold

Baby Central specialises in products for parents and babies to support them throughout pregnancy and beyond. The business has continued to grow and have added the WonderFold to their range. Nursery Today caught up with Baby Central’s Owner, Phil Champ to find out more.

Looking for Booster Seats? We shine the light on products currently available to order.

Give recycled a boost

This i-Size certified booster seat has been made with 100% recycled fabrics.

Packed with 24 recycled bottles, you can take part in protecting our planet while protecting your little one.

I-Trillo boasts a super easy install thanks to colour coded guides that clear the path to a simple and intuitive buckle up with a 3-point seat belt. I-size safety upgrades mean that both you and your kiddo can rest secure, with side impact protection designed to absorb force in the event of a collision.

The 10-position headrest adjusts with just one hand to quickly match passengers of varying heights with the perfect fit.

Tel: 01889 808 900

uksales@joiebaby.com

Graco keeps big kids extra safe with EverSure Lite R129

Graco’s EverSure Lite R129 is the perfect combination of safety and comfort.

A deluxe backless booster, with the enhanced R129 safety certification, it features premium memory foam padding. Weighing only 2kg, this lightweight seat can be easily transferred between cars and the perfectly positioned armrests with rich padding add a bit of luxury and comfort to everyday travel.

uksales@allisonbaby.co.uk | www.gracobaby.eu/uk

Isofix boost

The days of sliding about in the back with a booster are gone.

Introducing the My Babiie iSize Booster Seat that features the extra firm isofix plus belt install! Meaning that this seat is firmly planted onto your car seat making it that much safer.

Approved to the latest R129 and iSize safety standards, the Quilted Black Booster Car Seat features luxurious black padded seats and armrests for maximum comfort and is designed to ensure that your not so little one can still enjoy comfort and most importantly, safety.

hello@mybabiie.com | www.mybabiie.com

Unlocking lifetime value with smart lead management

Creating lifetime value is a wonderful thing for any brand. You’ve done your job of taking a lead and nurturing them through to brand advocacy and now you can rest easy at night, knowing that you’ve done your job well.

But it’s not an easy thing to achieve. You don’t just drop fresh leads into your marketing funnels and expect them to blossom into lifetime customers. It’s a nuanced process with some clear winning strategies, but all very achievable with the right level of planning.

We’ve been analysing some of the proven strategies that we’ve seen work

with new parents, so you can know how best to nurture your fresh leads.

Establishing a goal & hitting it

Life would be nothing without an overall goal, right? The same is true of your marketing objectives. You need to think about what you want to achieve from the off, to shape how you approach everything.

And while you’re assessing, developing a scoring system to place your leads is a really effective way of monitoring how far along they are to your goals.

Segmentation

If you’re building out segmentation, it’s best to think of the unique context of your business.

Don’t just assume new leads will give you their full value, especially if there are ways to modify your approach for each smaller segment.

With fresh leads you’ve got a blank slate, but that doesn’t mean a unified strategy. Think about the best way to nurture these, specific to your business, and then go out and implement it.

Lead Nurturing Campaigns

There are loads of ways in which you can maximise the value of your leads

through nurturing campaigns.

You can build educational campaigns designed to showcase how your brand can help, but also to highlight service offerings that aren’t as visible. This is a great example of where a good segmentation works best, because you can really maximise the sales potential of each campaign, by highlighting what you do best to customers that might not already know...

Promotional

We all know the power of promotions. But nurturing leads around these and slowly building them through the funnel will lead to far greater added value. We’ve seen some great examples of promotional campaigns recently, including one done by our brand partner Center Parcs, who actively took our lead generation and carefully nurtured them through for fantastic results.

Not selling yourself short

Ultimately, the importance of nurturing leads centres on not leaving potential on

Adam Gillett, Co-founder, FanFinders

the table. You’ve spent resources and effort to get to this stage, so why not make sure you’re getting the most out of it?

And by actively managing leads in this way, you’re not selling your own potential short, and optimising for higher lifetime value from leads that absolutely have the potential to be unlocked.

FanFinders is a performance marketing company that connects brands with parents via Your Baby Club in the UK and US. Find out more at fanfinders.com or contact info@fanfinders.com

FanFinders’ CCO and co-founder Adam Gillett looks at how to engage further to generate ‘lifetime customers’.

Robert Anslow Managing Director

Two great new membership benefits

The Baby Products Association has negotiated two new membership benefits offering significant discounts for product testing and IT equipment. See below for more information – and don’t forget that if you are a member, you also have access to Quest’s FREE business support which includes five advice lines with unlimited access and a website with almost 800 free downloadable template documents. For full details of all membership benefits visit: https://www.b-p-a.org/bpa-org/memberbenefits.asp

Discounted Dell products for Association members

Baby Products Association members can benefit from up to 20% off Dell laptops, desktops, monitors and accessories thanks to an exclusive membership offer from Dell Technologies UK.

In addition to discounted IT products, members can also receive additional discounts during promotional periods and have access to Dell’s highly trained Small Business Technology Advisors with free advice to help grow businesses. Members can also be allocated dedicated account managers.

To access this fabulous discount, login to the members’ area of the Association’s website at www.b-p-a.org where you will find details of how to access the exclusive coupon code; plus a team contact email if you require help choosing your perfect Dell products.

BEIS announces departmental changes

The Office for Product Safety & Standards (OPSS) held a meeting in March to explain the changes within Government that PM Rishi Sunak announced in early February. The Department for Business, Energy and Industrial Strategy (BEIS) has been split into:

Department for Energy Security and Net-Zero – established to secure the UK’s long-term energy supply, bring down bills and halve inflation. It recognises the need to secure more energy from domestic nuclear and renewable sources as the opportunities of net zero are seized.

Department for Business and Trade – merges parts of the Department for International Trade (DIT) with parts of BEIS which focusses on backing British businesses at home and abroad by bringing together business expertise and world-class trade negotiators under the vision of making the UK the best place to start and grow a business - driving growth, increasing jobs, and raising wages and living standards.

Department for Science, Innovation and Technology –established to put the UK at the forefront of global science and technology by creating a coordinated cross-government approach.

www.b-p-a.org

OPSS sits within the new Department for Business and Trade, which will make funding available for companies looking to export. The Baby Products Association will be working with OPSS to find out how this can benefit members. There will be many benefits of the new department and Government will be striving to make it work and doing so visibly.

Discounted testing services for Association members

From 1st April 2023, members of the Baby Products Association can access discounted testing services thanks to a new cooperation with SGS United Kingdom Ltd. SGS is the world’s leading inspection, verification, testing and certification company, recognised as the global benchmark for quality and integrity. From textiles to appliances, furniture, electronics, cosmetics and personal care products, the company’s range of services facilitates the quality, compliance and safety of consumer products across global supply chains.

All SGS laboratories operate under ISO 17025 Guidelines and are accredited by the country’s local accreditation agency and key laboratories; and are also CPSIA accredited. SGS services enable manufacturers, importers, exporters and retailers to gain a competitive edge. It ensures trusted, ethical and environmentally conscious goods such as electronics, textiles, toys, footwear and house wares reach consumers.

With the new cooperation between SGS and the Association, members will receive a 10% discount off in-house testing carried out by its Bradford, UK lab. This is in relation to physical, mechanical and flammability testing of juvenile goods. It excludes chemical testing. Members can also receive technical support on juvenile products and technical consultancy packages with training, regular technical support, product reviews, risk assessments and label reviews.

For more details, contact James Birch of SGS on 07584 635264 or email: james.birch@sgs.com – you will be asked to provide evidence of your membership to the association.

If you have any queries regarding your membership, please contact Julie Milne – julie@b-p-a.org

Economic rights for Northern Ireland

The Windsor Framework – launched in March – has been designed to fix the problems created by the former Northern Ireland Protocol and revives the free flow of trade from GB to Northern Ireland; protecting the economic rights of the people of Northern Ireland. It removes the Irish Sea border and:

Restores the smooth flow of trade within the UK internal market - by removing unnecessary red tape and checks for goods moving and remaining within the UK market;

Safeguards Northern Ireland’s place in the Union - disapplying swathes of EU law and restoring UK rules in their place to fix everyday problems in areas from food safety and medicines supply to alcohol duty rules; Addresses the democratic deficit - enabling, through a new Stormont Brake, votes in Stormont to lead to a UK veto on new rules, embedded in new text at the heart of the treaty, to provide democratic oversight and cross-community safeguards in Northern Ireland.

A green lane and red lane have been created:

The green lane is open to a broad, comprehensive range of businesses across the UK and will enable goods destined for NI to move easily without the burden of customs bureaucracy. Access to the green lane will be simpler, traders already using the UK Trader Scheme will, if they wish to, be auto-enrolled into the new internal market scheme and it will be straightforward for new traders to sign up. As well as ensuring goods are available on the shelves in GB are reflected in NI, the agreement also safeguards Northern Ireland’s place in the Union through agreements on medicines VAT and paid aid.

If your company is a member of the Baby Products Association and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.