Nursery Today by Lema Publishing

Officially ‘hip healthy’ – helping get babies safely to sleep for over 15 years

JULY 2016 ISSUE 10 VOLUME 19 Independently audited. ABC circulation of 4402 1 July 2014 to 30 June 2015

Swaddle made simple

Grobag

Gro-snug

Grobag

No.1 Baby Sleep bag

360° of spin. 360° of snuggles. meet spin 360™ I’m a 360º turning traveller that spins front, back, and in between because everything should make trips and transitions easier. I snuggle up to 18kg facing rearward or forward because

easy in, buckle and spin

easy out and about

everything should make life safer.

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

contents Re g ul a r s

the team

News ed 12 Spott iler Profile 16 Reta g Shop 18 Talkin ot lier Snapsh 44 Supp 58 BPA

Editor

Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director Paul Naish paul@lemapublishing.co.uk

Contributors 8 32 42 46

Publisher Mark Naish mark@lemapublishing.co.uk

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

Nigel Plested Let’s take time to look at sleep bags and bedding

Shop Matters with NSG Ross Hewitt Ross takes a look at short term online marketing campaigns compared to looking at the wider picture

David Fairhurst, Intelligent Retail Take time to address your website content – how to stand out from the crowd

Gro Why are sleep bags such a critical purchase for parents? Gro explains.

Features

Sleep Bags and Bedding

Bottles and Sterilisers

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

www.nursery-today.co.uk

A member of the Audit Bureau of Circulation

Rob Pascoe, Gro Time to talk China

Cover Story

Managing Director

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

JULY 2016 ISSUE 10 VOLUME 19

Playmats

Baby Gifts

editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag elcome to our July issue, although you would be forgiven if you thought we were still in April as the weather so far hasn’t been all that kind at the start of what is officially our summer. If you aren’t looking to venture outside due to weather conditions (fingers cross though it improves over the following weeks!), it could be an ideal opportunity to take a look at your websites and their content? Both Ross Hewitt and David Fairhurst take a look at online content this issue. With online retail very much a competitive market space, is a refresh of your content on the horizon? To keep you all occupied, this issue we take a look at a number of product categories (sleep bags and bedding, bottles/sterilisers, playmats and Christmas gifts). For many nursery retailers baby sleep bags and bedding are a staple product and one which continually sees growth. Baby sleep bags have surged in their popularity with perhaps 9 out of 10 parents being familiar with them. Traditional bedding will of course never lose its appeal as these items are purchased with the overall nursery décor in mind. Our cover story reflects this. Since launching their first Grobag in 2000, baby sleep bags have grown in popularity and have now transformed the way babies are put to bed in the UK. These products give a sense of reassurance to many parents and are thought of a safe sleep solution. Brand reassurance plays a key role with regard to consumer confidence as baby sleep bags fall within an extremely emotive product category where parent anxiety is high. Another category that causes parental

Gro cont inue to in no va te

anxiety is feeding. Although an breast is considered best, at br some so point either expressing or o using formula milk will happen. This is where the h anxiety comes into play with a many mums worrying about m the t transition from breast to bottle. Not every bottle suits every parent or baby. Chris Clarke, marketing manager at NUK told Nursery Today that functionality plays a pivotal role. “The key importance for parents is what the bottle actually does. Recent consumer research undertaken by NUK revealed that the top two consumer requirements from baby bottles are that the bottle enables them to easily combine feed, i.e., easily switch between breast and bottle feeding without the child suffering nipple confusion. The second being that the bottle helps reduce the risk of infant colic. These are the key purchase drivers but of course the ergonomics are important because mum and dad will spend a lot of time holding the bottle!”

L ook in g f s leep b a gs o r b e dd in g ? o r S featu re s ee ou r ta on p a g e rt in g 20

Functionality plays a pivotal role in bottle feeding

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S t h ei r fiinrc e l a un c h in g 2 0 0 0, st G rob a g in b h ave ga rboy s leep b a gs p opul a r w n in n o w tr a ity an d h av w a y b a b n s fo rme d t e b e d in i es a re put htoe the UK

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Read more by turning to page 28. final note and I On a final realise that it may feel like ages away, but time is speeding by and it may be wise to also start thinking about Kind Und Jugend. It is nearly time as a trade to head to Cologne. Kind Und Jugend is now completely booked meaning there will be plenty to keep us all occupied. Have you organised your entry tickets, flights and accommodation? Kind und Jugend will open their doors on the 15th September and close on the 18th. You can find more information by visiting www.kindundjugend.com

Babymule: More sales in the bag w w w . h i p p y c h i c k . c o m nursery today

news BeSafe earns highest safety rating EVER! In the latest WHICH? Car Seat tests with Test House ADAC/Stiftung Warentest, BeSafe ‘MODULAR’ i-Size has been awarded a ‘Best Buy’ on the iZi Go Modular. Furthermore, the rearfacing iZi Kid X2 i-Size was awarded ‘Best Buy’ but also achieved the highest safety rating of any of the 66 seats tested over the years by ADAC in this category. All this in addition to the ‘MODULAR RF’ and iZi Kid X2 being PLUS TEST approved. “We are so grateful to our long-term retailer partners who are delivering unprecedented growth with BeSafe this year, and it is them we have to thank for bringing this great Modular car seat system to the attention of the general public – it truly is good for children and good for retailers!” Paul Sirett, BeSafe Country Manager – UK/IRL told Nursery Today. Tel: 01606 814 638, Email: sales@hts.no, Web: www.carseat.co.uk

ine NCT closes onl shop its online shop.

NCT has closed ts the Despite its best effor line on its sed company clo e. The Jun th 29 the on n divisio y felt the d NCT Shop team sai at ns itio nd that market co y are present mean that the le to ab r ge lon no ply sim compete. s, Lee Carpenter-Jone ted: “As well sta , ing ad Tr of ad He we lt time for all retailers as this being a difficu nt from when me on vir en t en fer w dif find ourselves in a vie that as we seek to ar cle d, We are also he nc lau g hard s wa op Sh NCT s will involve focussin the coming years, thi e.” nc rta po im gic ate develop NCT over the greatest str of are t tha do we s on the thing

10 years of love and muslin with aden + anais Designed with developing tots in mind info@oxouk.com www.oxototuk.com

In honour of aden + anais celebrating their 10th anniversary, they’ve brought back one of their most popular prints. Featuring a limited edition dream blanket made of four-layers of super soft breathable muslin and a pack of two 100% cotton swaddles all in an on-trend black and white print. Also making its debut is their new streamlined packaging with metallic details and perfect for gifting. Web: www.uk.adenandanais.com

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sponsored by hardenbergco.co.uk 01785 503 305

Twenty years of excellence There were great celebrations at Cheeky Rascals HQ in June as the team celebrated 20 outstanding years in the nursery industry. It has been a phenomenal journey for Cheeky Rascals, the exclusive UK distributor of some of the worlds most innovative and valuable nursery products. During this time the brand has become a trusted and recognised name with buyers, manufacturers, retailers and parents, and have undoubtedly earned a place as one of the leaders and influencers within this industry. Over the course of its 20 years Cheeky Rascals has enjoyed significant growth and nurtured an enviable portfolio of brands, all of which have been cherry picked with the company’s founding principle in mind – to be truly useful kit that makes family life easier. Speaking about Cheeky Rascals’ 20 years in business, company founder Selina Russell said: “Wow, how time flies! It is incredible for me to think back 20 years to when I first sat at my kitchen table with just a few products, a lot of enthusiasm and an ambitious vision. I just knew that sourcing great products that would make life easier for families would be a big hit and I am pleased to say it has been. Fellow Founder and Managing Director Simon Russell added: “There is no way we could have achieved even half of this without the support and commitment of the Cheeky team. With 20 children between us it’s fair to say the Cheeky Rascals family know a thing or two about having kids! A big thank you to everyone who has supported us along the way, it has been a fantastic and memorable 20 years.”

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

w no

Web: www.cheekyrascals.co.uk

Doona transports its successo to London

Cosy little slipper socks!

The team at CuddleC are thrilled to announce that Doona has been shortlisted in the Transport for London Best Buggy Vote. Since unveiling Doona, the revolutionary innovation has enjoyed continued success and the team is of added to its ever-growing collection delighted another nomination has been accolades.

Halilit unveils new taf toys POS material Taf Toys has launched its new range of POS materials which are available for retailers to help maximise sales of the developmental nursery toy brand in store. The new look FSDUs hold a mixture of products from all categories of the range and there are also shelf strips, floor stickers and header boards, all in Taf ’s eye-catching signature blue. Stockists of Taf Toys, distributed in the UK by Halilit, can now utilise these tools to create visually pleasing displays in store. For more information on the Taf Toys brand and the POS materials available, please call Halilit on: Tel: 01254 872454 Email: sales@halilit.co.uk Web: www.taftoys.co.uk

Dribble free bibs! ...Become a stockist of our award winning range...

www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

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news Time to talk China TThis month, a team from The Gro Company will be travelling to China for CBME, the world’s largest trade fair for baby, children and maternity products.

he Shanghai exhibition is certainly a sight to behold, with many stunts and activities to catch the thousands of visitors attention, but what is its significance to the UK industry and brands? Rob Pascoe, Group Commercial Director tells us more. CBME is a critical show, as the key event in a region of huge potential for suppliers and retailers, big British brands will have a strong presence as they seek to capitalise on the opportunity the Asian region presents.

So what’s the good news? The good news for the UK is that the Chinese market is looking for the trust, authority and quality that western and in particular, British brands bring. The potential of a market where over 16 million newborns are being added each year and average family income is in growth is obvious, but it is not as straightforward as purely showing up with your British brand and waiting for things to take off. To capitalise on the opportunity of the regions vast consumer base, companies must also be respectful of local market dynamics. As you would expect, the show provides an opportunity to meet and gain exposure with retailers; whether large multiples, regional champions or local independents. It also provides an opportunity to understand what is required in that market as the Asian region can have very different approaches to parenting practices and attitudes, and product variations and messages used often have to be adapted to suit local requirements. That is before you even take into consideration totally different communication channels in order to market your product - forget Facebook and Twitter, it is all about Weibo and Wechat in China. We work closely with our distribution partner who helps Gro to navigate the challenges and opportunities working in Asia brings, keeping us up to speed with competitor activity and making sure the Gro brand is relevant and as appealing as it can be, and ultimately delivering a successful show. One thing is for certain, the pace and scale of CBME is always guaranteed to inspire.

BabyBjörn launches new website BabyBjörn has launched a new website exclusively to the UK, with a unique design and many new functions. It contains a brand new editorial section called This is LIFE – a magazine for parents who have babies or toddlers, or are expecting a baby containing useful, inspirational and informative content. There is a mix of in-house produced features and articles by specifically invited guest writers, including bloggers and parents. Web: www.babybjorn.co.uk

Brother Max a hit with Argos Brother Max continues at a fast pace, with more and more retailers taking on their products. Argos is the latest to fully appreciate their versatile 6-in-1 baby thermometer and from now on, this will feature within their product offering. A spokesperson from Brother Max said: “We are very excited to have this product progress within the market and into many different retailer. It is only the start!” For further information and to find out how you can become a stockist contact: family@brothermax.com

New and funky Bumkins

We didn’t think Hippychick’s range of Bumkins bibs and accessories could get any bett er – but it has! The collection has been refresh ed with a number of stylish h and modern designs, from Urb an Bird to Sea Friends. Bumkins ns bibs are notoriously easy to look after as they are washable and d waterproof; the clever integra ted layer protects baby’s clothes and skin from dribbles and spills. With a variety of styles from the Sup erbib to Sleeved, Bumkins can see chil dren through each stage of thei r toddler years and are great for messy play too. Trade pricing starts from as little as £2.99. Web: www.hippychick.com

Kind + Jugend completely booked Kind + Jugend enjoys unabated popularity and will open their doors in Cologne from 15 to 18 September 2016. The 100,000 square metres of exhibition space in halls 10 and 11 of Koelnmesse are already completely booked, three months prior to the start of the fair. Around 1,200 companies from more than 50 countries will present their new products and continuing product developments in the segments of children’s furniture, safety seats, textile outfitting, prams and hygiene items. Trade visitors from around the world can look forward to industry products of the highest quality. With its ‘Support Circle’ concept, KInd + Jugend also offers support and information for all target groups of the trade fair. Web: www.kindundjugend.com

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A proven formula for repairs and returns

Call our Technical Service Centre Today! 08000 8555 10 enquiries@torque.eu www.torque.eu Warehousing / Processing / e-fulďŹ lment / Transport / Re-work / Warranty Repairs / Ozone Treatment Embroidery / Pick & Pack / Real-time Stock Management

news What’s in store... Leading licensed character baby soft toys manufacturer, Rainbow Designs talks to Hannah Parkman, Purchasing Manager at PreciousLittleOne, Pram and Baby Accessories store in Grantham about the current retail trends in the nursery sector. Is there a particular license that is performing well at the moment for you within the nursery category? We have been very pleased with our sales of The Very Hungry Caterpillar recently. It seems this classic range is still a favourite amongst new parents and the design is perfect for either boys or girls. What do customers look for in a product when it comes to baby gifting? Excellent presentation is a must for a baby gift. It is the first thing to be seen and adds value to the product if it looks nice. Also we have found our customers look for longevity and sentimental value when buying a gift. It is nice to think that this product will provide either hours of fun or even be passed down the generations. Are customers prepared to pay a little bit more for baby gifts or licensed products? Yes definitely! We have noticed that our customers are willing to pay more for a licensed brand as it is well known and desirable. What do you predict will be a hot product ffor you this year in the nu nursery/baby gifting category? cate Looking at our increasing Loo sales over the past few sa months The Very Hungry mo Caterpillar range looks set Ca to be our hot product of the year. We are o all very excited here a at PreciousLittleOne for the launch of the new My First Thomas n & Friends nursery ccollection too! A timeless classic that we are hoping will be as popular this year as it has always been.

M al APaG u n n a s t s o h er rtn A BP BPA AGM Luke Burns of Columbus Tradingng overviews anof dthe BPA’s

ve an interesti Kick-starting the future ucts Association ga od Pr by Ba e trade association’s th of chair man aspirations for the ed ar sh o als e H year. work over the last ndon this week. p and Phil Howe of ich took place in Lo wh , M AG its g rin el of RHSM Grou du ar H e ell ch were Ra ed lcom . Unusually, there The Association we ecutive committee ex board n’s on tio cia ted so vo as trade e and Phil were ell ch Ra Peg Perego to the d an ar ye than places this more nominations te. ll received and ing a members’ vo low fol were extremely we by a majority ich wh ks le to tal ve ati m or attended will be ab There were four inf only members who at th on ati m or inf l provided very usefu e use of. take away and mak rg Web: www.b-p-a.o

Fresh look for Kids II

Infant and toddler toy specialist Kids II has revitalised and is relaunching its signature brands, Baby Einstein and Bright Starts. Critically acclaimed designer Joe Duffy has partnered with Kids II as creative director on the rebranding. He is one of the world’s most respected and sought after thought leaders on branding and design, and this is the first of many projects to be led under his creative vision at Kids II. “We are a company driven by design,” said Kids II Design/Art Director, Marketing Creative and Imaging, Adam Bain. “Joe Duffy’s experience, coupled with his passion for world-class branding and design, have made for a collaborative partnership. As a result, the new identities bring enhanced meaning and power to the Baby Einstein and Bright Starts brands. From on-product branding to textiles and produc t design, the redesign touches every aspect of the brand and reflects their true essence.” The brand revitalisation of Baby Einstein coincides with its 20th anniversary. Web: www.kidsii.com

Solution EU wins ASDA Supplier Award One of the leading baby accessory own label companies Solution EU have won the ASDA’s ‘Save Money. Live Better’ Award at the recent annual Technical Conference. The award was given for their investment within the baby accessory range and maintaining high standards. The key success has been listening and working closely with ASDA parents in creating a baby accessory range which they love. Seamless collaboration across technical, development and commercial within Solution EU and Asda has ensured safety, innovation and price was at the helm of everything achieved. Web: www.solutioneu.com

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Fletcher gets musical witth h Halilit

Halilit are thrilled that infl uential celebrity mum of two Giovanna Fletcher posted a photo of severa has l of their musical toys on Ins tagram with the caption ‘music time’, which has received over 13,000 like s and some great comme Halilit range of accurately nts. The tuned musical toys can be used by even the you babies giving them an ngest of early introduction to the joys of music making. Web: www.halilit.co.u k

BlindSides are at home e The team behind BlindSides were delighted with their recent press coverage e in The Sunday Times Home section. Theyy were recommended to readers who had installed blackout roller blinds that still let in light around the edges. Web: www.blindsides.co.uk

od! p a h t i w Party

e crib as she üzPod bedsid Sn e th e shows se ers. The imag lebrity to choo 9,000 follow the latest ce 16 is r ide. dd he gs Ju to on al o zy Iz ram phot in my pod’ ed an Instag d to be having a party se m ea pl 0a t .3 proudly post ub ‘5 e caption, d was no do th an ith d w te d ot Po sp her Snüz eep was also the Dream Sh ning! Trusty Ewan s of the mor ur the early ho k at e .u ic co rv p. se ee of sh helittlegreen Web: www.t

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d Time for be

to her cently tweeted anda Lamb re Am r how te en em th es g pr TV llowers tellin ound 110k fo audience of ar s are. ck Dreamtube great Hippychi om .c ck hi yc pp Web: www.hi

My breast friend

TV personality and wife of Busted star Matt Willis, Emma Willis proudly shared a photo of her new ‘breast’ friend , to her 1.4 million strong audience across Twitter and Instagram. It seems her Medela Swing Maxi Double Electric Breast Pump is comin g in handy since the arrival of Trixie, her daughter. Web: www.medela.com

Feature TOMY

Moments of joy Lamaze from Tomy is the award winning best st in class brand that delivers moments of joy forr babies and parents. s the UK’s number one infant plush property* and voted the favourite sensory toys brand** Lamaze is first choice for expectant mums, new parents and gift givers. This has been a busy year for Lamaze having revealed a new comprehensive brand identity to support the brand’s vision to spark little triumphs and create moments of wonder. In autumn/ winter Tomy will continue to strengthen the success of Lamazee with an integrated d 360 degree marketing plan that is set reach consumers through a celebrity ambassadorship with Coleen Rooney, parenting media partnership, large scale digital and social media, direct marketing, and in-store activation. Lamaze will expand its innovative new product development throughout autumn/ winter with items that incorporate sounds, colours and textures. Lamaze will introduce a new character to its Clip and Go sector, Munching Max, a clever chipmunk that will prompt baby’s senses with his colourful patterns and textures. Parents simply pull on Max’s clip to delight baby as he vibrates and tucks into his acorn lunch. Suitable from birth onwards. RRP £13.99. Also new for autumn/winter is the Symphony Oscar, a soft plush penguin that babies and parents can engage with as they squeeze Oscar’s tummy to hear his musical tunes – each squeeze adds a new instrument to the symphony. As infants develop they will be able to explore Oscar’s other instrument sounds, as well as the rattle and squeaker under his wings and his crinkling waistcoat. Suitable for ages 6 months and over. RRP £21.99 Tomy will continue to tell the Lamaze

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story through its partnership with ith celebrity ambassador Coleen, who has already lready driven n huge brand awareness. Her ambassadorship mbassadorship p will continue with product placement ement as wel wellll as a nationwide competition and nd media partnership in autumn/winter. In June, Lamaze launched a digital display advertising campaign as well as a six month partnership with Baby Centre, which includes B parent pa ttestimonials, ials, vlogger content, digital display d splay aadvertising, ng, and content sponsorships. co onsorships. This robustt digital Th activity runss through act h thee set end of this year and is se et to de deliver more ore than 15 million impressions milli essions too thee target audience. targe nce. Lamaze has also L launched its own Faceb Facebook launc bookk page, providing ng a spacee forr mums, dads, grandpar grandparents mums ents and eexpecting ffamilies ili tto share experiences. The page hosts regular giveaways, incentives and a strategic calendar of events ventss highlighting hero products such as the new Freddie The Firefly Collection. Followers rs can also join Lamaze’s search to find a smal smallll selection of toy testers who will be invited ed too h. test their favourite products each month. To drive further awareness and education, a brand booklet and voucherr will be provided to over 330,000 expectant mums in Bounty Packs beginning in August. All of Tomy’s A/W Lamaze activity is designed to support the full roll-out of the new branding, which will begin to hit retail shelves from late July in the form of a new logo, re updated packaging, and beautiful in-store activation to bring the refreshed leadingg brand to life for consumers. t: For more information please contact:

La ma exp an d its inz en owvaill n e w p ro duc t t ive deve lop ment t h ro A utu m n / W inter u g h out ite m s t h a t in c o r w it h s oun d s , c o lou r s pao r a te nd textu res .

”

Sales department Phone: 01392 281 928 m Email: ukcustomerservices@tomy.com

* Source: NPD 2015 EPoS Value sales. ** Source: UK 2015 Research - Panel size: 150 mums of 0-12m old babies

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cover story GRO

Gro to sleep A good night’s sleep is something that inspires the team at Gro to continue to innovate. he standout new w range of Grobags ags from The Gro Company is thee perfect opportunity to remind mind ourselves why sleep bags are such a critical purchase forr parents, as well as look at what is new in baby bedding.

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H its 15atvhin g c e le b r a te l a st y e a A n n iver s a r d h a s g on e r, t h e G rob y ag to strefnro m stren gt h 2 0 16 / 2 gt h an d to b e n 0 1 7 i s g o in g w it h a o ex c ep t i on f a nt r a n g e . a st i c n e w

Sleep Bags still the no.1 choice of bedding dding

Sleep bags are a key purchase for new parents. Ever since Grobag baby sleep bags launched in 2000, they have proved their popularity, completely transforming the way babies are put to bed in the UK. Safe and effective, they are the main type of bedding now used, with 9 out of 10 parents in the UK familiar with them.

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Grobag is the best known and No.1 brand in th the baby sleep bag market. Having c celebrated its 15th Anniversary last year, the Grobag has gone from strength to strength and f 2016/2017 2 is going to be no ex exception with a fantastic new range. Grobag baby sleep bags are loved their safety and for th qualit quality, but fresh new d designs also help to drive sales. As Rob Pascoe, CommerGroup C Director at The cial Direc Gro Com Company comments comments, “We’ve seen that “We’v having an up to date range of standout designs really drives sales, and so as you would expect our Autumn/ Winter range is stuffed full of fantastic new Grobags. Whether you prefer the fun and characterful ‘Faces’ collection or the latest

”

fashion inspired trends for boys and girls, having some eye catching options in store or online drives interest and increased purchases.”

Why Brands Matter

But it’s not all about fashion trends; consumers are looking for safety reassurance, functionality and quality with their baby purchases. Particularly for first time parents, they are looking for branded products with heritage because they trust they will look after the wellbeing of their child. An example of this is the British Safety Standard which covers important safety aspects, but alarmingly not all baby sleep bags are compliant. The Gro Company believes it is imperative to meet the safety requirements and once consumers understand the difference and the additional safety features that a Grobag provides, they do not want to use another bag

Content Hungry Consumers

“andBGroto-h thsne Grobag

This hunger for information is a defining characteristic of parents today. The ‘millennial’ generation are seeking content, and armed with their smartphone they do a large amount of research on their baby purchases. The Gro.co.uk site is being re-launched soon, having been redeveloped to better meet the needs of consumers today. Completely mobile friendly and easy to navigate, it is set to become even more of a go-to site for new parents. Look out for an announcement on its launch soon.

ug have been recently ac cred ite d by th e Intern at iona l H ip D yspl as ia In st itute as bein g hip he alth y produc ts .

The 2 in 1 Swaddle and Newborn Grobag changing the swaddle market Sleep Bags are proven as the most popular choice of bedding for parents, and for those who want to swaddle their newborn baby, the Gro-Snug has cleverly combined the popular Grobag baby sleep bag with swaddle functionality; making it the perfect bedding solution for newborns. Launched in 2015, it has already proved to be a fantastic success, picking up Gold in the ‘Best Nursery

”

Bedding’ Category in the 2015 Bed Loved Lov by Parents awards. Both the Grobag and Gro-snug Gr have been recently accredited by the International Hip Dysplasia Institute as being hip healthy products. The Gro-snug’s unique design, based on the latest medical expertise, allows a natural leg position which is critical for healthy development. Education of this important element of safe swaddling is vital, particularly when inappropriate practices can be still seen throughout the industry today. As Lisa Clegg, Maternity Nurse, and author of the Blissful Baby Expert explains “Swaddling can have an amazing effect but it needs to be done properly. Some people are nervous because of the risks to healthy hip development if legs and hips are restricted. I use the Gro-snug with my clients because it ticks all the boxes.”

One thing is for certain, if you are thinking about including a range of baby sleep bedding within your offering, The Gro Company needs to be your first port of call. Web: www.gro.co.uk Footnote: Statistics are from The Gro Company’s Baby Survey 2015

Did you know

but many other tish Safety Standard, ● Grobags meet the Bri baby sleep bags don’t! mended by The y baby sleep bag recom ● The Grobag is the onl g safe sleep charity. Lullaby Trust, the leadin first year alone ,000 Gro-snugs in its ● Gro sold well over 50 s have complete or 31% of millennial dad ● Don’t forget Dads! bedtime routine partial responsibility for

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retail

NATURAL BABY SHOWER

A natural approach Natural Baby Shower is truly a one-stop-shop for parents, brimming with essentials and premium brands. We spoke to founder Victoria Hampson to find out more about the shops journey since launching in 2007. ye years. Obviously, some of the product ranges are more successful and profitable ran than others and it is hard to cover all the tha bases. We are extremely passionate about ba eco and ethical products and we really ec research all our products to make sure they res are ar of great quality but also fit our Best for Baby philosophy. We also like to support B up-and-coming brands. If we take them on, up we w offer lots of exposure both on social media and via our website. It is great to m watch them grow. w

Can you tell us a little about Natural Baby Shower?

Natural Baby Shower was founded d from my kitchen table as an online-only store in 2007. Following the birth of our son, likee many of us I had to find a new career to fit around him. My husband Clifton and I were living in New Zealand at the time and experienced a really natural approach to parenting. The business was built around that gap in the market back in the UK, with a philosophy to get all the very best products for young families. The business now boasts a huge product range from furniture to clothing, with an emphasis on natural, organic and ethical. Following a re-brand and the launch of our flagship store last year, the company has experienced huge growth rowth and we are currently looking to expand sales through new venues, increased exposure and our distribution and own label sectors.

“ Even if t h e

p ro duc ts t ic k a t h e b ox es , if t ll b r an d t h e m se lvh e do n ot s h a re o es u p a s s i on fo r g re r c usto mer ser vica t e, t h en t h e re la t i on s h ip w il l n ot w o rk ”

How important are brands to your business and why?

products out into the hands of our produ customers. So they could actually try on custom a baby carrier or feel the merino products. I believe that a store adds produ authenticity to an online brand and authen encourages trust among customers. It encou also gave us the opportunity to branch into other products such as wheeled goods and pushchairs, although this really came secondary.

What inspired you to open you first store?

It was something I had wanted to do for a very long time. Our online store had grown so much since we started and was very successful, but we really wanted to get our 16

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They are really important and we really appreciate good relationships with them. ap Even if the products tick all the boxes, if the brand themselves do not share our passion for great customer service, then the relationship will not work. Their customer service affects ours. And it can also greatly affect time spent in the office dealing with accounts and incorrect deliveries or faulty products. We aim to build really strong relationships with our brands and support each other along the way.

How do you manage the type of products that you stock?

Is there a particular hero product at the moment that mums just can’t get enough of?

We like to have the full range for parent and child from pregnancy up to around two

I have to say aden+anais muslins are always our hero products but we are also getting

increasing interest in the brand Finn + Emma which we are now distributing and currently taking orders for late August delivery. It seems their whole story sits really well with our customers, plus the quality is second to none. The knitted toys are organic knit, filled with wool and all their clothing is Fairtrade and organic. Last Christmas we literally could not get enough of their wooden play gyms! What about consumer trends - what are you experiencing at present?

The trend for both natural and ethical products has been growing year on year. Parents are far more concerned about the chemical content of products, especially with the increase in eczema and breathing problems in young children. Also the concern for how and where the products have been made as parents become more socially aware. We have also seen a growing trend for a good quality second lightweight pushchair. How important are product demonstrations for your staff?

Very important. As I said, we aim to offer customer service that is second to none, this stretches across in store demos and phone and online chat advice, so our team need to know the products really well. Pushchairs, carriers, car seats and cloth nappies are the products that seem to need the most in depth knowledge.

Do you come aross customers asking for a discount or pricematching often?

Yes definitely, and it is something we actively do not support. We really believe it is bad for all business and is just driving prices down. We stick to RRP wherever possible and compete on our customer service. We only like to deal with brands who actively protect probing as we donâ&#x20AC;&#x2122;t want to be viewed as a discounter. We do offer our customers promotions and offers to add value and offer fantastic after sales care. Customers do expect a lot from retailers now, but if you can provide this you will breed customer loyalty. And finally, are there any exciting expansion plans on the horizon?

We need to get new warehousing premises before Christmas as we have outgrown our current premises, so we will be building within a year. We then plan to move the distribution leg of the business and extend the store at Bagshot. We also have plans to open further store branches. We will be growing our distribution over the coming year and even have plans to produce our own label. We are really excited about the growth and future of Natural Baby Shower and the new partnerships we will be building along the way.

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talking shop We asked a selection of independent retailers their views on the nursery sector at present.

Susan Pellett

ANN’S PRAMS NURSERY & BABY CENTRE, PETERSFIELD

Are there any particular nursery products that you feel are on the ‘must have’ list? Nursery items must have (apart from the usual like a travel system and bedroom furniture) I would say are a good nursing pillow, Swaddle Up by Love to Dream and a good quality monitor. Are you experiencing a more confident shopper? We have seen many people come back to the independent nursery shop for car seat advice. These customers have done their research and found that the larger shops do not have the training or experience that we offer, plus the Watch Dog and Which? reports have helped us in a huge way. Do you often get asked to price match and what are your thoughts on this? Yes we often get asked to price match on other goods within the shop, but not car seats once they have spent time with us. We do offer price matching but only when it still allows us to make a profit as selling a product at a loss is not good business sense in the long run. What trends do you think you may see coming in the next few months? We see customers doing more research for the right product and they are not only looking at price, they are looking at after sales and good customer service.

Contact Penny Franks for a chat on 01442 289 947 penny@lemapublishing.co.uk if you would like to be included in our next issue. Super-dry sheets from the Heritage Collection to keep baby cool and comfortable.

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Ceri Seeley

BOCS BABI, BANGOR

Are there any particular nursery products that you feel are on the ‘mustt have’ list? We’ve found an increase in requests for bedside cribs and in extended rear facing car seats seats, we do very well with both SnuzPod and BeSafe for these products. Customers are also preferring pram shades rather than parasols, we love the Shade Me range and also the screen from iCandy (although the recently launched parasol from iCandy is also proving popular with iCandy customers too!). iCandy’s Royal Peach is currently our must have colour way. Are you experiencing a more confident shopper? Customers (in general) know what they want before walking through our doors. But it’s encouraging to see more and more independent only products/colourways. BabyStyle have led the way with the City Grey and City Bronze. It would be great to see more of this from other manufacturers, making our independent stores a little more unique from the nationals. Do you often get asked to price match and what are your thoughts on this? Until this year, price match requests had been few and far between (for us). But I must admit, although we are a fair distance from any of the baby shows, this is where the bulk of them come from, and to be honest unless something is done to attract customers to their local stores before/during/after these events I can only imagine this will be a growing trend. What trends do you think you may see coming in the next few months? The new collection from Venicci is already in demand, (especially the Pure) the feather by mee-go will be a big hit too, and we are seeing more customers coming in to see the Mima Xari. BabyStyle’s Hybrid. I can’t wait to have this on display!

AFTABS

Adeel Chughtai,

Are there any particular nursery products that you feel are on the ‘must have’ list? The continuing demand for Co-sleeping cribs such as thee Snuzpod2 and Chicco Next to Me does not cease to amaze me. They tend to be right at the top of the shopping list for our consumers and credit to Chicco and the guys at Little Green Sheep for marketing them so well. Are you experiencing a more confident shopper? Yes and again this is partially thanks to great marketing from many brands. Consumers are coming in knowing exactly what they want and this is due in a large part to the information available online about products. Maxi-Cosi and Kiddy have done a great job communicating the benefits of i-Size car seats. There is a lack of confidence from consumers sometimes however as they fear a product will be heavily reduced or go on offer after they purchase. More stable pricing is needed. Do you often get asked to price match and what are your thoughts on this? We do sometimes get asked to price match, however we focus on giving our customers a superior shopping experience when compared with our competitors, by doing so we find quite often the price of our goods becomes almost an afterthought to the consumer and secondary to the quality service and independent advice that we offer to the consumer. What trends do you think you may see coming in the next few months? I think that special edition prams will continue to do well. Customers are happy to pay a little bit more for that truly unique and really good looking product to set themselves apart from the crowd. The iCandy Midnight edition, Silver Cross Eton and Henley special editions, Oyster City Bronze and Grey will do very well this year. Single footprint double pushchairs are also a no brainer. I am eagerly awaiting the arrival of the new Hybrid Edge from the guys at BabyStyle and apparently there is a new Silver Cross double coming through at Cologne. Can’t wait!

Gael Bootman

BUSHBABES BABYSTORE, CHESHUNT

Are you experiencing a more confident shopper? Definitely. Most come in having already researched online. No one seems to be afraid to ask for discount and expects to get it.

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What trends do you think you may see coming in the next few months? The whole Baby Shower seems to be more and more popular, as they feel they now need to have one, which is great for business, especially if you can persuade the customer to give you the gift list. Product wise, we are finding the higher end products are leading the way; Bugaboo, iCandy, Egg, Bebecar and anything a bit different like special editions (Silver Cross for example). Customers don’t want to have the same as everyone else, they want to be a bit different.

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Do you often get asked to price match and what are your thoughts on this? All the time, if you don’t shove a price match policy in their face (we have POS everywhere for this and the staff promote it heavily) then you might as well wave goodbye to them after you have done all the leg work!

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Are there any particular nursery products that you feel are on the ‘must have’ list? Apart from the obvious we are selling a lot of bedside cribs (next2me, snuz and Halo) sun parasols and shades. 95% of all infant carriers are being sold with isofix bases now plus we are experiencing a desire for pregnancy/breast feeding support pillows.

place carrier over your head.

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place one arm through each.

www.2012ltd.com • info@2012ltd.co.uk Tel (01202) 303 777

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focus SLEEP WHEELBAGS GOODS & BEDDING

Blissful bedtime The bedtime product category is great for many retailers and among this is baby bedding. edding is an essential for pretty much everyone, but is perhaps a more considered purchase when we look at the nursery. Although the appeal of traditional nursery bedding hasn’t slowed, we have seen a notable increase in popularity of baby sleep bags. When we take a closer look at sleep bags, there is no denying the popularity that these are currently enjoying with the consumer but what is the reason behind this? We asked Rob Pascoe, Group Commercial Director of leading sleep solution provider Gro, for his thoughts. “Growth has been driven by Gro by its innovations with Grobag, including the introduction of new togs, the promotion of travel options and exclusive design collaborations. The Grobag brand is now one of the most trusted, recognised and sought after in the industry, and that awareness and education all helps to drive growth.” Charlotte Green, marketing manager Europe of aden + anais, feels the growth is also driven by the simple fact that parents like the reassurance that sleeping bags provide. “We have found that parents like the reassurance that a sleeping bag provides as these offer a solution to ensure that baby doesn’t lose bedding in the cot. It’s also impossible for little legs to kick off, as sleeping bags slip over baby’s pjs and keeps baby comfy and warm throughout the night. Our sleeping bags also zip open from the bottom, making stealth night time changes a cinch! We also offer a range of TOG ratings in our sleeping bags so there’s one for every room temperature. New parents are especially concerned and conscious of babies not being too hot or too cold so a sleeping bag is a great option. Our sleeping bags are also made from 100% cotton muslin which are breathable and help reduce the risk of overheating.” The popularity of these have most certainly been noted by many independent retailers. Molly Charlesworth of Baby Birds feels that “they are becoming the norm now instead of blankets or

quilts.” covers. covers Finally (and this Victoria Hampson, director is a big bi one) they can of The Natural Baby Shower, prevent preve little ones agrees, but also feels that it is getting gettin feet stuck in the vital to stock a variety of cot bars, which can b options when it comes to fabrics wake the whole house and brands. “We find that sleep up quite quickly!” q bags are really popular With the among Natural Baby continual growth and con Shower customers. We offer a awareness of these awa great variety of sleep bags, from products, could these pro o merino to bamboo and cotton, so perhaps be pe there is something for everyone.” developing into a d , Gro Rob Pascoe Rebecca Sykes, proprietor off more m popular The Baby Barn, has also seen an choice cho compared to increase in demand instore for traditional bedding? “Absolutely! We are “A sleep bags. “We sell lots of sleeping bags seeing more and more articles promoting the use of spontaneous purchase for 0-6 months, but for 6-18 sleep bags over traditional bedding, and we’re not and 18-36 customers call in specifically to buy.” surprised with such great benefits,” said Victoria. Sleep bags bring a wealth of benefits to customers Molly also feels that there are so many clear who choose these, but what are they? Rob informed benefits when we look at sleep bags as an option. us: “There are three main benefits of using a sleep “Bedding bundles are very popular, but often that’s bag: safety, ease of use and critically better sleep for due to the ease of decorating the nursery in one hit. the baby and therefore parents too. Using a baby Many customers don’t use a cot quilt for anything sleep bag instead of multiple sheets and blankets is more than decoration, and therefore we are finding much more straightforward the Grobag what to wear more customers are turning towards sleep bags.” guide takes all the guess work out of what tog and But what of the retailer benefits, we asked Rob clothing parents need to use, and seamlessly combines for his view. “Baby sleep bags are extremely relevant with the Gro-egg as a guide to safe temperature – it is as the vast majority of consumers use them and will a system we see new parents really appreciating.” often purchase several in one shop. However they Victoria agrees that due to their ease of use, more might be less aware of the variety of propositions parents are turning to these as a viable option. “The Grobag offers, from the different togs, designs or sleeping bag is great for wriggly babies who might slip travel options, so there is always an opportunity for an kick off their covers. They help prevent babies from additional or more impulse sale.” waking up due to changes in temperature, and The final word goes to Charlotte, who can see therefore promote a healthy sleep pattern. The that these are now a go to product. “Sleeping bags are merino sleep bags are particularly good as the merino now the go-to product for parents transitioning babies naturally regulates body temperature, keeping little from swaddles and can take them right through to ones warm in the winter and cool in the summer. toddlers. With a variety of TOG ratings available and There is also the safety aspect, as with sleeping bags print options to choose from, sleep bags really are a there is no danger of a child ending up under the must have for any baby retailer.”

For more information visit: www.clevamama.com 20

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m a in Th ere a re t h greea s leep b en e fits o f usein o f use b a g : s a fety, lla yse b etter an d c rit ic a b a b y an d s leep fo r t h e nts too . t h ere fo re p a re

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experience the magic of muslin + the wonder of Disney As leaders in the muslin category we’re proud to introduce aden by aden + anais, our new range that gives mums everywhere access to the magic of muslin. A selection of our most popular soft, breathable muslin baby essentials will feature a collection of aden designs inspired by Mickey Mouse, Minnie Mouse and Winnie the Pooh in swaddles, bibs, sleeping bags and more muslin must haves.

With its affordable price, the ideal baby range makes our multipurpose fabric available to even more mums, without compromising the quality, clever designs, and chic prints parents expect and love. Ideal Baby Disney collections launching this Summer

+ + + + + + + + www.adenandanais.co.uk | melissac@adenandanais.com | +44 (0) 203 735 7569 + + + + + + + + ©Disney. Based on the “Winnie the Pooh” works by A.A. Milne and E.H. Shepard.

focus SLEEP BAGS & BEDDING

The huggable and ng solution an allwearable sleepi that uses the innovative WONDERZiP zipper system,

The Gunapod is the only sleeping solution ing, and maximised comfort. around zip for simple changing temperature control to prevent overheat m, with four separate pulls underar to m underar from ely complet The unique zip system opens and super soft fabrics and a snaps shoulder and zipper front Plus ways. of e multitud a functioning in generous wider and longer fit; just like a favorite blanket. sing – just unzip bottom or • Unique WONDERZiP system means easy diaper changes, dressing/undres sides, or front or top any combination • Prevent overheating and keep baby at desired warmth by unzipping in can wriggle all they want they and bottom the g • Allow baby freedom to kick their feet by unzippin Ltd. 2012 contact stockist, a g becomin on For more information Tel: 01202 303 777 Email: info@2012ltd.co.uk Web: www.2012ltd.com

Counting Sheep for happy sleep! Counting Sheep is the bestselling bedding range from Silvercloud. It’s made in luxurious cotton, in a restful palette of whites, greys, and fresh green and aqua, with soft applique and embroidered details. The Counting Sheep Sleeping Bag is a great choice for colder nights. In 2.5 tog, it will keep baby warm all night, as they can’t kick off their covers, but they still have enough room to wiggle. The zip around the bottom of the bag allows for easy night-time changes, and the cute sleepy sheep applique and star print details make the Sleeping Bag as beautiful as it is practical. Tel: 01692 408802 Web: www.silvercloudnurserybedding.co.uk

Sweet dreams with loved characsletepeingrbagss

The Obaby range of keep little ones is the perfect way to their early snug and cosy during ilable – 0-6 ava es years. With two siz - these 2.5 s nth mo 8 6-1 months and the ideal tog sleeping bags offer and are s bie environment for ba able in a ail Av . °C washable at 40 ing Disney’s lud inc ns, sig de range of the Pooh ie Minnie Mouse, Winn is for Bear, B n ow y and Obaby’s ver available to there’s a sleeping bag suit all. Tel: 01652 641491 .uk Web: www.obaby.co

L ull a b y Trust app ro ve d

Get cosy with new Grobag Designs The multi-award winning Gro Company, inventors of The Lullaby Trust and IHDI approved Grobag baby sleep bag and experts in safe sleep unveils three of its autumn/winter 2016 range. Available from July 2016, The Gro Company cosies things up with sneak peek of three new designs of its renowned Grobags, To the moon, Lift off and Floral flutter. Who wouldn’t enjoy a slumber in one of these light, bright designs? Just three of their 12, new stylish designs. As with all of its Grobags, they’re made from super soft cotton and are available in 0-6, 6-18, 18-36 months in 1.0 tog, 2.5 tog. Tel: 0844 557 2985 Email: trade@gro.co.uk Web: gro.co.uk

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01692 408802 nursery@east-coast.co.uk eastcoastnursery.co.uk

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kle of Twin Add a bit traditional bedding, d which offers the safer alternative to

BreathableBaby, the bran new items to the gth, with 2016 seeing the addition of continues to go from strength to stren which taps into key le liners, including Twinkle Twinkle successful range of printed Breathab nursery trends this season. star print. is beautifully simple with a soft grey Timeless and classic, Twinkle Twinkle and a mini wrap, two sided for cots with solid end, Available in all three platforms - full kle is a Twin kle such as the Bloom Alma crib, Twin version sized to fit cribs and cradles perfect complement to any nursery. expanded the ess of its original four sided liner and BreathableBaby has built on the succ sided two a in now available for solid end cots range to see all mix and match colours design. iding full originally as a four sided product, prov Pink, Blue and Ecru were launched has and the popularity of solid end styles, dem wrap safety to cots and cot beds. With available ions fash and urs range which now sees all colo prompted the brand to complete the in two sided. AirF low Baby has also had a great year since launch and a new two sided version launches for spring 2016. Animal 2 by 2 has been a continuous top seller, drawing on the safari nursery trend and will see a new sku of twin pack cot bed sheets offering Animal friends design and a neutral polka dot fashion.

Modern twist on swaddling Love

to Dream is one of the leaders in sleep innovation and has cooked up every parents’ dream - aiding babies and toddlers to sleep, with thoughtfully desig ned swaddles and sleeping bags. The bran ds clever three-stage approach, which softly enco urages baby to transition and settle, from birth to 36 months, has become popular around the world. The brands signature Swaddle UP is truly iconic and offers a modern twist on traditional swaddling. Its distinct arms up position, ensures baby adop ts the natural sleeping position to help and is proven to help them self sooth. With options for all seasons Love to Dream has sleep covered!

Tel: 01730 895761 Email: smile@cheekyrascals.co.u k

Email: rachelle.harel@ breathablebaby.com

10 years of love and muslin To commemorate its 10th anniversary, aden + anais has collaborated with Disney Baby for its first-ever Disney-inspired collection. ombining the magic of soft, breathable muslin with the wonder of Disney, the aden + anais x Disney Baby collection includes a range of the lifestyle baby brand’s most popular styles in 100% cotton muslin, featuring illustrations of iconic Disney characters. Launching across Europe this summer these hand-sketched, nostalgic designs are sure to delight everyone, from little ones to the young at heart. Commenting on the partnership, aden + anais’ co-founder Raegan Moya-Jones shared her longtime love of all things Disney: “I, like everyone else in the world, grew up with the magic of Disney around me. My four girls love Disney as much as I did, and it’s a dream come true for aden + anais to have created a range in partnership with them. Disney is such an innovative brand, always looking to push

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its creativity to the next level and strive to create something beyond the ordinary. It is wonderful that their vision has extended to aden + anais.” The aden + anais Disney Baby collaboration will feature collections across their three brands catering to all price points: aden + anais – premium boutique collection sold in over 2,000 stores across Europe, aden by aden + anais - launched in Europe in 2015 in specialist stores including Babies R Us, and soon to launch Ideal Baby – introducing affordable muslin baby products developed specifically for supermarkets. Tel: 0203 735 7569 Email: boutique@adenandanais.com Web: www.adenandanais.co.uk

Go beyond cuddles The aden + anais classic dream blanket features four layers of 100% cotton muslin for their softest, most plush baby blanket. Its uses go beyond cuddling, as it also makes a snuggly surface to lay your little one on no matter where the day takes youâ&#x20AC;&#x201D;a park, the beach or just playing around on the floor. And when your dream blanket gets dirty, not to worry. Machine washable, it stays soft wash after wash. Tel: 0203 7357569 Web: www.adenandanais.co.uk

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The Gro-snug is a clever, innovative 2 in 1 combination of a new born Grobag and swaddle, which has recently gained recognition by the IHDI as a hip healthy product. The unique design creates space for the hip healthy natural leg position and perfectly transitions baby into their first Grobag. The Gro-snug allows swaddling, with arms in or out, for a comfy night’s sleep. It’s easy to use with no folding needed and a long zip that opens from the bottom for a quick nappy change. Six designs in total and three of their popular designs, Make a Wish, Polka Part and Penguin Pop are made of soft and super stretchy cotton, Gro-snug is Party babies from 5lbs – 12lbs, available in a light or cosy weight, n for newborn on room temperatures. depe depending Tel: 0844 557 2985 Ema trade@gro.co.uk Email: Web: Web www.gro.co.uk

5 7569 Tel: 0203 73 o.uk enandanais.c ad w. ww : eb W

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Complete circle New for 2016, Chicco launched a brand new range of accessories for its award winning Next2Me, the crib that allows parents to sleep closer to their child meaning their bond will grow stronger and nights will be more peaceful. To complement the original side sleeping crib, Chicco will be introducing a completely new range of accessories, including bed sheets, a reversible sleeping bag and a mattress cover, all of which will be suitable for both Next2Me and Lullago, Chicco’s popular travel crib. All of the accessories will be available in a new Circles design, which is complemented by the release of the Next2Me crib itself and a new cover for Boppy, Chicco’s popular nursing pillow, also in the same print, offering a completely coordinated set. Web: www.chicco.co.uk

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We all know how precious sleep is for both baby and parents SwaddleMe’s complete line of sleep products has been expertly designed and tested to keep babies snug, safe, and comfy throughout the night. SwaddleMe now has a comprehensive range that adapts for every stage of a baby’s first two years. For newborns, the Stage 1 SwaddleMe Pod is a tiny, zipped pod for secure swaddling that recreates the comfort of the womb, ideal for small newborns or premature babies. The Stage 2 Original SwaddleMe has a proven and protected design that makes swaddling easy and safe for babies from 0-6 months. Then, when little ones can roll over, it’s time to move onto the Stage 3 SwaddleMe Wrapsack, which provides babies up to 8 months of personalised comfort by allowing them to have their arms in or out. For up to 24 months, there’s the Stage 4 SwaddleMe Wiggle Blanket, with its extended sleeves to keep baby’s arms warm and provide a snug feeling of security. Safer Sleep. Brighter Days. Web: www.summerinfant.co.uk

Lightweight blankets from Silvercloud

Layered blankets look beautiful on a bed, and they’re a practical way for parents to easily adjust their baby’s bedd ing to suit the room temperature. Silvercloud’s lightweight muslin blankets lend themselves perfectly to layering, at home or to crea te a gorgeous display in store. Jacquard woven in 100 per cent cotto n with a satin trim, they are soft and gentle on delicate skin. The re are four reversible designs to choose from – Pink Butterflies, Blue Trains, or a parade of loveable elephants in pink or blue. They even make a perfect tummy time floormat, or travel blanket.

Tel: 01692 408802 Web: www.silvercloudnurserybed ding.co.u

Practical solutions

Hippychick mattress protectors take a much needed product and transforms it into an extremely soft, undetectable, quality piece of bedding. Feeling the brushed cotton or Tencel fibre (depending on which option you choose) it is difficult to see how something that feels so luxurious can be so practical. Think mattress protector and what may spring to mind is a thick plastic sheet that feels like sleeping on a tarpaulin – sweaty and uncomfortable. Hippychick’s mattress protectors are 100 per cent waterproof, breathable and really do have to be felt to be believed. Tel: 01278 434 440 Web: www.hippychick.com

Welcome to the world of Disney The Disney range of bedding from Obaby is the perfect way to introduce little ones to the world of Disney. Available in Minnie Mouse: Love Minnie or Winnie the Pooh: Dreams & Wishes designs, these fantastic bedding sets consist of quilt and bumper set, two sleeping bags (0-6m and 6-18m), musical mobile, moses basket and three piece crib set. With matching furniture also available in both designs, these Disney bedding sets are the perfect way to finish any tot’s nursery. Tel: 01652 641491 Web: www.obaby.co.uk

Complementing any room décor

Coming this August is an exciting addition to Red Kite’s nursery collection are the new Cosi Cot Pretty Kitty and Ships Ahoy bedding sets. Guaranteed to transform little one’s bedroom with the attention to detail to complement any interior. All of the Cosi Cot sets now include a four tog quilt, padded bumper, embroidered fleece blanket and sheet boasting an array of charming characters to help babies off to sleep. Both Pretty Kitty and Ships Ahoy come attractively boxed, making them a perfect gift for any parents. The Cosi Cot is just one of an array of Red Kite products that proudly complements any nursery. Tel: 01454 326555 Web: www.redkitebaby.co.uk

Ethically sourced sleep solutions For truly baby soft clothing made from ethically sourced bamboo, look no further than Bambini & Me. Their adorable collection will have your mini stylistas dressed from head-to-toe in heavenly fabrics that are not only sumptuous, but also ensure maximum comfort – and all without breaking the bank. The eco-friendly range, full of quirky prints, includes pieces for babies from 0 to 18 months. As well as helping with temperature control, bamboo clothing is perfect for wicking away moisture from the skin and ensuring breathability. Whether you’re looking for body suits, sleeping bags, rompers, shoes or swaddles, Bambini & Me will make a delightful addition for even the most sensitive of skins. Web: www.bambiniandme.com

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focus BOTTLES WHEEL GOODS & STERILISERS

Bottled up Breast milk is naturally what’s best for baby, however mums will eventually express milk or start using formula, both mean that mums actively seek bottles and teats that suit their and their baby’s particular needs. pivotal role. “The key odern day society and lifestyle choices dictate that for some mums it importance for parents is what the bottle actually may be time to go back into the does. Recent consumer workplace by the time their little research undertaken by ones are as young as three months old. With this NUK revealed that the brings problems and dilemmas, one naturally being top two consumer the transition from breast to bottle. requirements from baby Many mums who breastfeed will eventually bottles are that the bottle express milk. This occurs for a variety of reasons. enables them to easily This could be due to the return to work ethos, or to combine feed, i.e., easily give more flexibility and freedom to the mother – switch between breast being able to leave the home for a social evening or and bottle feeding to enable dad to become a little more hands on with without the child regard to feeding time – also enabling fathers to suffering nipple experience a better level of bonding. confusion, and that the Whatever the reason, products are required for bottle helps reduce the both the expressing of milk and also bottles with risk of infant colic. teats that make this a smooth transition. These are the key The design of a bottle is also imperative, but purchase drivers but of remember, one style does not necessarily fit all. Summer Infant’s marketing consultant, Joanne Gray course the ergonomics of the bottle are told us: “The design of the bottle is really important - but it’s not just about looking good, it’s about being important because mum and dad will spend a lot designed for purpose, so it needs to be comfortable of time holding the bottle!” for both parents and baby to hold. Bottles that have From a retailer perspective, Andrew White, been designed with ergonomics manager, JD Lister feels it’s all in mind generally score well about the colic. “A main with parents and babies. And question we are often asked is it’s not just about the design of ‘are these any good for a colicky the bottle, but also design baby?’ Another question, and considerations around the teat, b one using materials which allow it o that always makes we laugh is ‘will these fit into my steriliser?’ to feel as close to the breast as We possible but also ensuring W try to answer all questions clearly for our customers and hope appropriate venting to help cl to aid any anxiety they may have.” prevent colic. That’s certainly Ian Davidson, owner, the approach the design team Babylicious agrees: “I feel the top at Summer Infant have taken Ba concern for many parents has to be in the design of the new con issues Born Free bottles that will be issu caused by colic. We give advice coming to market later this adv on bottles that assist with anti-colic and suggest brands that year. ant are directed toward this. Other “From our consumer Joanne Gray concerns are teats and the various research, the first main area con flow, of concern for parents when ow and the last issue would probably be price. selecting a bottle is around pro “We find bottles tick over as a the baby’s acceptance of the bottle general purchase item, but are now becoming great and teat, in that it needs to feel as close to the real thing as possible and secondly, from a more practical pick up items for gifts or are bought by people who are out and about and that have maybe left them at perspective, ease of cleaning. Mums can get home or are visiting relatives. frustrated with all the bits that come with some “Naturally anyone who sells bottles has the bottles, particularly when they need to piece them added opportunity to upsell as these lead to altogether in a hurry.” sterilisers, feeding items. Brand power is especially Chris Clarke, marketing manager at NUK good in this sector. agrees and that functionality definitely plays a

“ Fro m ou r

con su mer rese ar ch , th e fi rst m ain area o f con cern fo r p arents w h en se lect in g a b ottle is aroun d b ab y’ s ac cep tan ce o f th e b ottle an d te at . ”

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“A growing trend would appear to be the interest in glass bottles, due to this we are currently looking at different ranges to add to our current selection.” But what are the benefits to retailers who stock these products? Joanne comments: “Retailers that can offer choice and a point of difference to mainstream offerings will benefit, particularly appealing to those ‘early adopter’ parents who like to be ahead of the curve when it comes to product innovation.” Chris feels brand recognition is a strong factor alongside choice instore. “The low breastfeeding uptake rates in the UK demonstrate that there is a clear consumer demand for baby bottles which makes the category a key one for retailers to support. Offering choice is important too and listing brands that mums will have used and got used to while in hospital is also important as there is a latent demand that just needs to be satisfied. “Up sell is a strong aspect of the category too, it’s important to list singles, as parents will try a number of bottles types before they settle or more specifically baby settles on the one they like best! At this point parents will invest in value multi packs which is why it is important that retailers list both.” The main consideration would be to remember that each product may not be suitable for every child – an assortment of items to give the parents a selection of choice would be key – feeding bottles and the type of teat required will vary from baby to baby.

LIMITED EDITION

NEW NUK Finding Dory Range NUK have teamed up with Disney/Pixar to celebrate the movie event of the summer with a limited edition Finding Dory themed baby bottle, soother and cups range. All the great features that you have come to expect from NUK combined with designs featuring the much loved characters from the movie. The NUK Finding Dory range is set to be as big a hit as the movie but hurry it’s strictly limited edition so get yours fast before they’re gone. Swim with us this summer! For further information please visit www.nuk.co.uk or contact us: mail@nukbaby.co.uk or 01905 450300

NUK. Understanding Life.

focus BOTTLES & STERILISERS

Environm e

ntally co nscious

Pura staiin less steel bottles are they are o the safe a ne of the nd enviro world’s on from safe nmentally ly 100% p anti-bacte conscious lastic-free rial stainle silicone. N choice for bottle. Th ss steel an othing mig baby as e bottle and d the teats/ rates in or Also g reat collar are sp o o u u t! ts v / crafted a co lu v e e fo rs r from prem cup, straw money as they transf ium g rade cup, wate r o b r m o ttle and fi from a n One Life... nally a sn On ack cup; si ewborn bottle to a Exclusively e Bottle toddler si mply by ch distribute ppy anging the Tel: 01202 d by 2012 spout/cov 303 777 L td. er. Email: info @ 2 Website: w 012ltd.co.uk ww.2012lt d.com

0% 10 0 pla sti c ffree

Celebrate with NUK anniversary they’ve To celebrate NUK’s 60th sive Gold launched two ultra stylish, ultra exclu set Each & Silver Bottle and Soother Sets. ice+ Cho First g features the award-winnin en for 300ml Bottle, which is clinically prov odontic Orth ius Gen and ing, feed d bine com l Soother, which is endorsed by the Ora n. Health Foundatio The bottle is made of crystal clear, of glass lightweight plastic, so it has the look lable avai are sets The ic. but the feel of plast and gold s orou glam or r silve in stylish an come in a gift box which makes them er. show ideal present for a baby Email: mail@nukbaby.co.uk Web: www.nukbaby.co.uk

Feeding just g ot easier

Sterilises 6 soothers in only 60 seconds The Soother Tree steriliser is simple and easy to handle, using the speed and convenience of a microwave, it is now possible to sterilise up to six soothers in just 60 seconds it accommodates all standard soothers. The Soother Tree is one of the fastest and most compact sterilisers in the market; it is even small enough to fit into a changing bag. It creates a compact home for soothers and with its transparent lid you will always know how many soothers you have on hand and how many are missing. No more last-minute panicking over lost soothers! The non-slip base makes it easy for one-handed use and thanks to its compact design it is also ideal for travel, so you always have a sterilised soother to hand, or even standing on a windowsill out of the way. The steriliser now has the added value of including two free silicone orthodontic soothers. Tel: +353 1 8770724 Email: info@clevamama.com Web: www.clevamama.com

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Young British baby brand, yoomi, mak es feeding so much with the world’s first easier self-war ming baby bottle. The revolutionary self-war ming baby bottle warms milk perfect breast milk to temperature in jus t 60 seconds using rechargeable warm the er, and will maintai n the temperature baby feeds. With no until a plugs, wires or batteries ne eded, the yoomi range is BP A free and features a breast lik e anti-colic teat designed for ea sy latch on. Intended to make feeding easier, whichever fee ding choice mum makes, yoomi is currently available in a 5oz and 8oz bottle size with slow, medium and fast fl ow teats and all bottles and teats are interchangeable ac ross the range. Email: sales@yo omi.com Web: www.yoom i.com

Deve lop e d w it h t h e a s s istan c e of la c ta t ion c on s ultants

It’s a Breeze

Tommee Tippee reg launch award-winnin isers newly designed range of steril why Tommee Tippee’s

s, which is Moments with baby are preciou to use, making are designed to be fast and easy rs ilise electric and microwave ster har mful ger ms y’s feeding equipment away from it simple for parents to keep bab and bacteria. Microwave c Steam Steriliser (£54.99) and The Tommee Tippee Electri ng cycle and ilisi ster ck qui and ign e a compact des Steam Steriliser (£29.99) hav rs providing hou 24 y keep the contents sterile for are easy to clean and store. The a bottle e hav they t parents the reassurance tha of the night! the lid remains closed, giving dle mid the in y larl they need it, particu ready at their fingertips when co.uk Web: www.tommeetippee.

Born Free celebrates its 10th birthday with a complete brand reBorn Free was develop launch. ed back in 2006 by thr ee dads who wanted the highest standards to ensure of quality and safety for babies everywhere, first brand to offer an it was the d advocate BPA-free baby bottles, which the soon followed. market Extensive consumer research was commiss ioned by Summer Inf order to develop the ant in new, innovative Born Free Breeze bottle – bottle with only two the first ever parts – which is desig ned to make parents’ caregivers’ lives easier and . Developed with the assistance of lactation and feeding experts, consultants the features and easy-t o-clean system provid feeding and nurturin e a unique g experience. Born Free Breeze bo ttles have an all-in-on e silicone nipple with integrated collar, and an the anti-colic ActiveF low vent puts baby in The wide nipple desig flow-control. n mimics the flow of a real breast, making mum to alternate betw it easier for een breast and bottle -feeding. With an eas shape featuring a slend y-to-grip er neck, the Breeze off ers a comfortable gra feedings for parents an sp during d for babies. The range consists of Plastic and Glass bottle Pack containing 2 x 14 s (147ml & 266ml), a Gift 7ml, 2 x 266ml, 2 x tea ts, 2 x breast pump ad in 1 bottle brush and apters, 2 a soft silicone teether. We b: www.summerinfan

t.co.uk

Thoughtfully designed

The OXO Tot Dish washer Basket accommod ates up to eight bottle teats an d unlike most other baskets, opens symmetrically to he lp prevent toppling du ring loading and unloa ding. Internal flip-down straw holders keep sippy cup straws secure and upright for proper cleaning. The OX O Tot Dishwasher Basket is designed to be space efficient to maximise the number of baby feeding items that can be cleaned at any one time. OXO Tot offers pa rents thoughtful pr oducts that help guide, nurture and care for their little ones. OXO making living easier for ov everyday er 20 years. Web: ww w.oxouk.com

The price is right The NUK Microwave Steam Steriliser is a great alternative to electric sterilisers for consumers on a budget. It’s also perfect for sterilising baby accessories away from home due to its compact size and light weight. With an RRP of just £19.99 it is the quick and easy way to sterilise up to 4 x baby bottles and accessories in just 4 minutes, depending on the type of microwave, all without the need for any harsh chemicals. Simply add water into the bottom, arrange the bottles and accessories and then sterilise in the microwave. Email: mail@nukbaby.co.uk Web: www.nukbaby.co.uk nursery today

Special Feature

NIGEL PLESTED

Time for bed ted

Nigel Ples

We all need a good nights sleep. Being a father of three, I sometimes feel like it has been a long time since a straight seven hours was in the bag. Not because my children don’t sleep, they do, but there’s always something to deal with... or should that be someone, in the wee hours.

y sleep deprivation is nothing compared to many. The simple fact is the quality, comfort and ritual of our babies and toddlers, their sleep patterns can have a huge impact on the quality of ours. The two things are so intrinsically linked that getting sleep cycles right is probably one of the most important bedrocks of any new, or growing, family. Over the years we have tried and tested many different rituals and product types and these have changed stage by stage representing different choices and challenges. Now we were serial swaddlers. With all three, this was the foundation of their sleep journey when very small and it was without doubt the magic ingredient. Swaddles do not suit every parent and not every parent agrees with swaddling. There is some ongoing conjecture surrounding this age-old practice from health professionals regarding arousal levels, SIDS and hip dysplasia. This is an informed choice for those parents who feel it would be beneficial to them. We were quite traditional in our

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swaddling and found there to be a great choice of stretch cotton swaddles that meant if you could master the traditional techniques of swaddling, these were perfect for those starting out. As a father, this is something that I absolutely loved doing and I made it my mission to master several techniques. But for those who might not be so confident and with debate regarding some of the wider benefits or drawbacks of swaddling matures, it has opened up the opportunity for hybrid swaddles to come to market. These are part-bag part-wrap and come in multiple variations for those who believe in the benefits but are wary about some of the debate surrounding traditional swaddling. They are generally simple to use and vary in tightness depending on preference. These products often focus on retarding the ‘startle reflex’, like a traditional swaddle but without the tightness applied so tight, and with more freedom below the elbow. After the joys of swaddling it is probably now instinctive for parents to put their babies to sleep in bags, sacks, or bound blankets and over nearly two decades they have gone

from niche to mainstream. With such popularity, there are now many new features and designs that go beyond the interior décor and fashion agendas that heralded their arrival. Their popularity has meant that there has been a flurry of activity in order to provide the quietest fixings, zips and closures, while also configuring the sleep sacks in ways that make for smarter use; from asymmetric zips, pockets and easy access when baby is asleep, through to products with openings for feet and ankles. This product category has really woken up to the potential to refine and reshape the usurper to bedding, and continues to develop and grow. Clever materials with particular properties are providing more choices and considerations when purchasing over and above simple tog rating; from cooling fibres to wadded, lined or padded portions, internal wraps to make baby feel secure and breathable vents and configurations for different sleep habits. The Lullaby Trust recommends using one without a hood that is the right size around the neck so baby won’t slip down inside the bag. Traditional bedding still has a firm place in both our shops and in our

hearts, and represents the threshold and celebration of babyhood, in a way that is hard to find elsewhere. With swaddles and sacks, I get the feeling that these are often bought against need and might be trialed, tested and swapped by parents seeking the right thing for their child. Traditional bedding, sheeting and cellular blankets, although used by many from birth, are as much an emotional investment, as they are an investment in good sleep; often made before the big day arrives, and not used until a much later date. They are bought as a part of a story or interior design, which encapsulates and heralds the arrival of a new person, rather than the modern practicalities of sleep. Many buy into a layette (little drawer) of first clothes, blankets and sheets, while many are invested into the themes, characters and combined look and feel of bedding sets which stretch beyond the sheets and blankets, and through into décor items and gifts. Choices tend to be traditional woven cotton, brushed, stretch cotton terry, or cotton jersey and innovation comes in the form of broad motifs,

Disney Accessories >OL[OLY `V\Y SP[[SL VUL KYLHTZ VM NVPUN [V PUÄUP[` HUK IL`VUK aVVTPUN HYV\UK 9HKPH[VY :WYPUNZ VY ÄUKPUN [OLPY very own prince charming, the Disney accessories range from Obaby can help feed their imagination.

Picture courtesy of aden anais

production techniques and appeal, with designs to suit classic, contemporary or modern parents alike. Bedding in the most traditional sense gives parents that flexibility when little one begins to feel constrained by bags or sacks and means that changes in room temperature, as baby gets bigger, can be catered for.

of After the joyits is swaddling ow probably n r instinctive fo their parents to psuletep in babies to r bound bags, sacks, nod over blankets a decades near ly two ne from they h ave go to nic he ma instrea m.

Sleep is such a personal thing, and there is no such thing as one size fits all, but when we get it right and baby feels contented and secure, then more than likely we manage to get some well deserved R&R as well.

Nigel Plested Nigel Plested is a designer and a creative director. He is the founder of Narrative Studio, a strategic design business, which brings together a specialist and experienced team of designers with a rich expertise in new family culture, parenthood and babyhood; creating award winning products and brands. Prior to setting up the business, Nigel was on the board of directors at Mamas & Papas. Web: www.narrativestudio.com

www.obabytrade.co.uk 01652 641491

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focus PLAYMATS focus WHEEL W WH HE EE EL GO G GOODS OOD OD DS S

Picture courtesy of East Coast

Tummy time Keeping littles ones entertained from a young age can be a difficult time for many parents. This is where playmats really come into their own. ith the continued awareness of tummy time, playmats are seeing an increased interest from the consumer. These provide a safe area where baby can be placed within a comfortable play space that can actively encourage tummy time activities with simple floor toys. Playmats that encompass an arch with inbuilt activity toys overhead can further assist to keep babies entertained when placed on their backs and additional sensory areas on the mat itself can further assist in tummy time. Prince Lionheart’s Georgiana Brown knows that a good playmat has to encompass items that are appealing to little ones. “The more interactive and stimulating for child, the better. Playmats are important for cognitive development and independence. Parents find it fascinating to watch their child’s imagination at play.” Independent retailer Yasmin Ali of Babyland Fife agrees. “Products such as these help cognitive development (hand eye coordination), promote tummy time and encourage the baby to have fun!” We asked Georgiana in her opinion what makes a good playmat stand out? “It really depends on whose viewpoint – parent or child. Parent, good quality, affordable price, easy to clean and many stimulating attractions to lengthen independent play. Child cushiony, eye catching with many areas to explore.” Molly Charlesworth of Baby Birds agrees, but is

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experiencing a swing toward larger playmats. “Bigger playmats last longer, so are becoming increasingly popular. However a good playmat has to encompass lots of little features such as padded areas, mirrors, crinkly fabrics, different colours and textures. The more the better! “Our customers love playmats with added tummy time. There is a split in preference between the bright colours and neutrals. I have also noticed that the play arch isn’t a necessary feature on tummy time mats, often they have all the features around the outside of the mat instead.” Yasmin feels that value for money can play a pivotal role and therefore should encompass many activity areas. “The consumer is always looking for value for money. They want a good looking products that are pleasing to the eye, packaged well and has added extras - music, sensory toys, a magic genie. “Trends that I’ve noticed in this category are that more and more suppliers are now using nicer and more expensive fabrics, and improved packaging - with prices to reflect. “Consumers are more brand-savvy now than ever - they know what they are buying and what it means. They want brands, and awards and anything else that makes this product better than everything else on the shelf. My favourite has always been Mamas & Papas Lotty, she is bright and

“ Pro duc ts s uc h a s

t h ese h e lp c o deve lop ment gn it ive ( h an c oo rd in a t i on ) d ey e p ro mote tu m , m an d en c ou r a g y t i me b a b y to h ave e t h e fun ! Yasmin A li

”

colourful she has sounds, sounds squeakers and colourful, shakers and crumply bits and mirrors - she is full of excitement and adventure. This playmat has different textures and isn’t just a flat mat - so many companies have tried to copy her and failed. The new My First Play mat is also stunning - with plush fabrics and lovely cream colour. Quality is the main factor for me, and Mamas have it covered with these two.” And what are the benefits to retailers who stock these? Molly told us: “Playmats rarely require any active selling. Parents know what they’re looking for as soon as they come in. They’re easy to display and look lovely in a nursery room set where it matches the bedding.”

No.1 Infant Plus*h property

Sparking little triumphs Lamaze delivers moments of joy to babies and parents with two ways to play: independent discoveries and together time

Introducing The Freddie Collection

TOP SELLER

Freddie the Fireﬂy Clip n Go

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Freddie the Fireﬂy High Chair Toy

Freddie the Fireﬂy Gym

Call the sales department on 01392 281928 or Email: UKcustomerservices@tomy.com TOP SELLER

Lamaze endorsed by

Celebrity mum Coleen Rooney *Source: NPD 2015 EPoS Value sales

focus PLAYMATS

Say hello

The Say Hello Patchwork Activity Mat features a colourful print, including the characters from the Baby Sensory ‘Say Hello to the Sun’ song. It’s packed with sensory activities, and big enough for two babies to play together. The soft, quilted mat is even suitable for outdoor play. The 4-in1 Discovery World has four modes, offering age-appropriate activities as baby grows. It features a tummy time cushion, removable arches with hanging toys and a teether to discover. The mat plays the original Baby Sensory tunes Say Hello to the Sun and To And Fro, and the lights twinkle in time with the music. The 4-in-1 Discovery World is available from July. Tel: 01692 408802 Email: nursery@east-coast.co.uk www.eastcoastnursery.co.uk

n er s h ip Deve lop e d in y pSa rt w it h B a b en s o ry

Making playtime fun Make playtime anything but flat with the Prince Lionhart playMAT range. Create a safe and clean space for children to lose themselves to imagination and do what they do best: play. This dual-sided playmat comes with interactive illustrations to engage the imagination, folds like a map (carry bag included), is waterproof and easy to wipe clean. More cush needed for newborns? The developMAT with high-contrast colours to encourage visual development; the Everywhere playMAT folds like an accordion with scores that allow it to adjust to narrow, big and wide spaces and finally their squishiest mat yet, the awesomeMAT, which rolls like a rug (carry case included). All with dual-sided illustrations and 1cm thick. Tel: 0208 997 7054 Email: uksales@princelionheart.co.uk Web: www.princelionheart.com

Inspiring the senses

Hardenberg&Co are delighted to present the UK with a new Insp ire the Senses Collection from Sassy this summer. The range is full of crea tivity and innovation with a real pur pose to develop all aspects of bab y’s senses through sound, touch, sigh t and taste. With 25 years of experience und er their belt, Sassy create trusted toys that not only infants love, but parents too because safety comes first. The Pop Up Playmat is the new exciting Playmat which pops ope ns and folds away neatly into its trav el bag in just seconds! It’s hom e to an adorable troop of cheeky monkey s sure to bring fun and enjoyme nt to playtime. A beautiful multi-senso ry environment with detachable take away toys, safe cocooning sides, tactile stimulation, removable hanging bars and a large soft play mat that ’s perfect for developing your bab y’s Vision, Hearing, Taste and Tou ch. Also in the collection: Inspire the Senses Developmental Playmat . Tummy time has never been so fun or comfy and the Sensory Gym Playmat which is a bold and mul ti-sensory place to play and wor kout! Tel: 01785 503 305 Email: info@hcotrade.co.uk

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RANGE! BRAND NEW

inspire the senses

Sassy Pop Playmat

Pops o fo ld s pen & away in ju s t s econd s!

The new exciting Pop Up Playmat opens and folds away in just seconds! Itâ&#x20AC;&#x2122;s home to an adorable troop of cheeky monkeys sure to bring fun and enjoyment to playtime. RSP ÂŁ59.99

0 months +

Key Features Portable travel bag included

Cocooning sides to protect baby

Includes detachable fun sensory toys

Bright colours and exciting design inspires vision

Large, comfy playmat for growing babies

From Birth to Active Exploration, Tummy Time to Crawling and Sitting

For more information please call: 01785 503 305 or email: info@hcotrade.co.uk

@Hardenberg_Co

focus PLAYMATS

New Natur eG from Taf To ym ys Music, lights an d detachable to ys ar

Toyâ&#x20AC;&#x2122;s Nature G e all features of ym, the latest ad Taf dition to this aw winning range ardof developmen ta l baby toys. Thickly padded and with gorgeo this luxurious gy us illustrations, m is packed with activities to delig baby, including a rattling ballo ht on, teether, jitte and rotating pi ring owl nwheel. The m usical hanging activated by pu toy is lling on the atta ched teether an be moved to a d can cot side or car seat to produce playtime and so both othing melodie s. The Nature G ym is new for au been introduced tumn and has alongside the Ju ngle Pals and Se World, double a size gym. Tel: 01 254 872454 Web: www.ta ftoys.com Web: www.ha lilit.co.uk

Capturing imagination Red Kite offers a range of engaging play gyms which will capture little ones imagination. The Safari and Lilac Daisy are a two in one design, with detachable arches allowing baby to go from tummy to sitting as they grow. The play arches boast an array of features to entertain and aid in hand eye co-ordination, the fabrics make them tactile as well as visual stimulation with the option to detach for play on the go. The padded floral design offers comfort whilst cradling and supporting securely making them a popular choice for babyâ&#x20AC;&#x2122;s first playgym, a perfect gift for little ones. Tel: 01454 326555 Email: enquiries@redkitebaby.com Web: www.redkitebaby.com

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d n a e l i t Tac vi s u aalt i on l u m st i

Visit us at Autumn Fair, Stand 5B35

Baby Mats

infant pacifier

Contact Claire at Tel: +44 (0)1243 780501 or claire.bradley@whitepebbleint.com

NEW

Also available

AC T IV I T Y P L AY M A TS

Call 01329 227300 or visit our website www.rainbowdesigns.co.uk

focus BABY WHEELGIFTS GOODS

Festive fun It may feel too early to be talking Christmas, but it’s a superb time to think ahead and to pre-plan what to stock. Baby gifts are a great way to drive additional footfall and can also be used to enhance window displays. riends, colleagues and family are all looking for that something different to buy as a Christmas gift and these can range from a toy to amuse, a plush item to become a keepsake or a favourite comforter. Whether the gift of choice is a practical item or a sentimental trinket, choosing the right gift can be a difficult process. Interesting toys to keep babies entertained are a favourite with friends. A beautifully presented gift bearing an item from the plush category that baby can cherish is always a good choice and how the

product itself is packaged can greatly influence the buyer, as this often gives a perceived higher value to their chosen item. Whatever the buyer’s situation, money wise and relation to the parents, buying a gift for a baby or toddler requires thought and consideration. The gift has to not only look appealing, be good value for money and have some sort of practical use or sentiment value, but has to have that extra special something to make it stand out from the crowd and persuade those eager-gift buyers that this is the gift for them.

New beginnings gift set Whether it’s a baby shower, the first time home or a first Christmas, celebrate these milestones and more with this new beginnings gift set. Featuring their most popular cotton muslin products housed in a keepsake gift box, the set is everything a new mum needs to keep baby comfy, clean and cooing with delight. The new beginnings gift set includes two classic swaddles, versatile blankets made from soft, breathable 100% cotton muslin; one classic burpy bib, a bib and burp cloth in one: one classic musy mate lovey, a muslin cuddly companion; one musy: their versatile muslin square are an essential nursery item. Tel: 0203 735 7576 Web: www.adenandanais.co.uk

Great sprouts catcher!

Adding Christmas cheer edition Christmas Bibetta has designed a bright and cheery, special bib featuring Rudolf the Reindeer. Children will love the fun character bib with its soft, pelican-style pocket that folds out revealing a surprise Rudolf name-tag; great for catching those dropped sprouts! These award winning UltraBibs are made of neoprene; they are comfortable, waterproof and durable so can be used long after Christmas. Perfect as a Christmas present or stocking filler for young children! RRP £7.50. Available through UK distributor bébélephant. Web: www.bebelphant.com

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Christmas baby gifts from Great Gizmos! Great Gizmos have recognised

the growing popularity of Baby Gifts through trends such as baby showers and have brought out some new ranges to compliment this. The Royal Doulton Bunnykins collection of melamine nursery tableware is handmade and handdecorated. Each piece is as unique and special and can be kept for a lifetime. The items come in beautiful and sleek gift boxes, ensuring it will be treasured for many years to come. The Bunnykins Three Piece Dinner Set includes a plate, a bowl and a cup featuring beautiful illustrations. All items are the perfect size for little hands and are dishwasher and microwave-safe. The pale pink Sweetheart, pale blue Shining Star and the traditional Bunnykins in white and red ranges have all been repackaged for 2016 to give it a modern, sleek and fresh new look. The Bunnykins Silver Plated Gift Spoon makes the perfect christening gift and is packaged in a Royal Doulton Bunnykins presentation box for that something extra special. The ever popular My First NICI range welcomes some new additions this year with the introduction of a new Comforter Range. Each comforter is made from high quality plush, is suitable from birth and also machine washable. The range features a number of characters, including Frog, Monkey and Donkey to name but a few. Each comforter comes in beautiful colours and textures that baby will adore. Tel: 01293 543221 Web: www.ggtrade.co.uk

Gorgeous gift set

Cheeky Chompers products are avai lable in a variety of designs including exclusive Joules prints and are designed to make parents lives easier - the perfect gift for babies this Christmas! Cheeky Chompers is home to the awa rd-winning chewable dribble bib, Neckerchew, and attachable teeth ing comforter, Comfortchew, often bought together to make a gorg eous gift set. The luxurious Cheeky Blanket is ultra-cosy, keeping babies warm in winter and CHEWY, their loveable hippo teether, completes the range. Tel: 0131 440 837

0 Web: www.cheekychompers.com

fun f o s H ou r

Soft, plush, safe

Unlike hard or plastic baby toys, Nattouâ&#x20AC;&#x2122;s rockers are soft, plush, and extremely safe. Each character rocker features ears or a mane to hold onto or chew, handles, a harness, and a specially designed frame to prevent the rocker tipping. An ideal first Christmas present, these rockers are not only extremely cute, they also provide hours of fun whilst encouraging independence and improving key motor skills. There are 10 cuddly friends to choose from, including a donkey, a zebra and an elephant! Tel: 01278 434 440 Web: www.hippychick.com

Perfect present for new parents The new NUK Rose and Blue Baby Gift Sets are an ideal present for new parents this Christmas. Containing two different sizes of First Choice+ Bottle, both designed to reduce the risk of colic and enable mums to easily combine breast and bottle feeding, two orthodontic soothers, which soothe baby and promote healthy development of their jaw and teeth plus a delightful soft feel butterfly rattle to entertain and stimulate baby. All this is wrapped up in gift set packaging making it the perfect present for new parents heading into their first Christmas with little one! Email: mail@nukbaby.co.uk Web: www.nukbaby.co.uk

Ready to play

New from a top manufacturer within preschool toys, the PLAYMOBIL, 123 My Take Along Ship is perfect for little ones this Christmas. Shortlisted for the Mumii Best Baby & Toddler Gear Awards, itâ&#x20AC;&#x2122;s a great toddler bath toy as it floats along on the water, and even has carry handle for toddlers to take on both water and dry land adventures! Pack the whale and two little fish inside and away they go. PLAYMOBIL 123, also including a new Large African Safari, designed for little hands aged 18mths-3yrs, with bright colours and rounded shapes to help children to develop and learn through play. Web: www.playmobil.co.uk

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talking shop NURSERY SUPPORT GROUP

Shop matters with NSG

H Yasmin Ali, Babyland, Fife

i c o rn s n U a p u S o t C o s at

i, I hope you are all well. I’m writing to you from a fairly sunny Scotland which I think given the current state of things probably feels like a million miles away. I don’t overly want to talk politics but it’s left us in unchartered territory with no real direction. At this point I can only think of one supplier (Janet Weeks in relation to the companies she represents) who has put out an email to confirm their position. Maybe everyone is just so shocked they don’t know what to do - much like the country’s leaders. Very uncertain times indeed. And scary - seeing the backlash, and some people’s shocking outbursts and behaviour - many were wondering what planet they had woken up on after the referendum.

Last month I certainly had my say on car cushions. I had lots of feedback, with everyone saying “yes Yas let’s ban them”. Could this be the start of a movement? In other news the last month has seen the arrival of iCandy Peach in Midnight; The Venicci Pure and the lovely new Mee-go Glide. I had a ball at the Cosatto preview which was full of unicorns and some amazing new lines.

R o m a R i zi rz o Pus h c h a

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I’ve had productive visits from Rosy Fuentes; Uncle Bob - BabyStyle; Uzturre; the lovely Jim from BabyStyle; Suncrest; Bill iCandy; Stewart Bebecar; Barry Brennan; Salvatore from Mamas; Sean from Mutsy and a lovely gesture from Emmaljunga. I didn’t attend the Sweden trip, hope you all had a great time - and Hugh dropped a catalogue off for me as soon as he got back on the road, thank you ever so much, the new colours look lovely and the new catalogue looks great and will be a great selling tool for sure. Some areas can be however be

neglected, with visits sometimes never happening and you can feel like you don’t see some reps for dust. Be vocal! Don’t take excuses, I’m taking certain brands off my shop floor because I can’t even remember what the rep looks likes, or have no idea who I speak to when I call or email - that is horrendous and is not a partnership. Luckily 99% of companies are on the ball and the relationship is great - but they need to understand that just as you need to keep your nationals happy, we are also your customers and in most cases you make more money off us. In the same sentence, remember fellow retailers that when your reps

Trade platform - please use it, let us know where you stand; engage with us; what does most of this mean for us? No one seemed prepared for the vote to go where it has and I think a state of shock seems to have hit us! Retailershave you noticed change since the vote in sales?

Nood le M agic Unic orns

So in lig ht of th e e re ferendum I w ould lik supp liers to use th e se Tra de pl at fo rm - plea use it , let us kn ow ge w here you stan d; en ga ost w it h us ; w ha t do es m of th is mean fo r us ? come round, give them some love! Tea and biccies all round! It’s not easy on the road, on your own - hugs, coffee and conversation are ever so important. I’m not having a go, there are some companies who I don’t see often but who email regularly, are easily contactable and things are regularly in the post, giving a clear line of communication. I’ve seen huge amounts of contact from bedding companies, bag suppliers, and those with accessories - email is constantly buzzing. I love it, keep it up. June has been a bit up and down - the weather has been a moody pain in the backside for one; south of the border you’ve had it pretty rough. Scotland has been basking in glorious sunshine and sunshine oh and sunshine my tan is looking great! So in light of the referendum I would like suppliers to use the

currently loving:

● Cosatto Noodle Supa high chair Magic Unicorns - with a glitter tray it’s magic! ● Me-go Glide in grey ● Roma Rizzo ● Venicci Pure ● Cosatto Supa Unicorns and Go Lightly 2 (what a great idea)

feature TORQUE

Torque of the town Most retailers would agree that managing returns is one of the biggest challenges they face. In this issue we hear from Oliver Winstanley, Head of Omni Channel at Torque Logistics, to find out how their services are helping to effectively handle returns for customers. What’s the biggest customer service challenge your retail customers face?

I suppose that is debatable depending on which customers you talk to you; however, the common denominator seems to revolve around three main issues: returns handling, delivery compliance issues and managing slow moving lines to make way for new stock lines and helping cash flow. These are issues that we help out with on a daily basis, so I guess many retailers would say these are the biggest challenges they have to overcome. How does Torque’s Omni-Channel network support customers with those challenges?

This year marks our 25 year anniversary. It’s fair to say we have seen just about everything in that time and can help our customers with even the most complex logistics challenges. In recent years and since the shift from store-sales to online this has led to a change in customer buying habits. As an example, a customer shopping online will now order a product in a variety of sizes or colours, keep the item they prefer, and send the others back; we regularly receive returns that have been stuffed into a bag or a box without the original tags, making them unfit for retail re-sale. We handle thousands of returns like this every day; we quickly and efficiently rework this stock to get it back to a grade A standard, and get the products back into our customer’s product inventory. The next step, in circumstances where items require special attention, is to provide customers rework and technical services and routes to market through our online platforms for stock that can’t be sold. The benefit to the customer is that the item can be sold as new and will help them to achieve revenue for stock that would otherwise have been written-off. Is outsourcing repairs and returns the future for retail logistics?

Very much so, unless a brand is prepared to invest vast amounts of money in custom built warehouse management systems, machinery, and set aside a huge amount of time and cost into establishing handling processes. Things can quickly become unmanageable if the process is

not intelligently managed. We consider ourselves to be experts in our field and have spent many years building our business into what it is today. We use a marketleading warehouse management system called RedPrairie, have invested hundreds of thousands on tailor-made machinery to improve efficiencies: all to ensure we are presenting products to a high retail standard. In the last five years we have built several in-house QC and technical services centres to meet customer demand for the specialist repair of nursery and toy products. Melvyn Wolff, the former Technical Manager at SGS International, heads up our technical service centres and has recruited his own team of engineers. Melvyn has invested in the best available equipment to turn out work that’s of the highest possible standard and meets with customer expectations. He also drew up the blueprint for the technical centres to ensure we have unmatched facilities. When would you say is the right time for a retailer to consider re-working instead of replacing stock?

This is dependent on the cost and retail value of the product, the time and effort needed in reworking the stock, and finally, the cost of the logistics involved. There is no one-sizefits-all solution, typically speaking we don’t spend any longer than 20-25 minutes on each repair. Although each request is judged on its individual merit; inevitably there are circumstances where an item simply needs to be replaced, but we do all we can to prevent that and protect our customer’s bottom-line Melvyn and his team provide customers with expert advice when it comes to re-working or re-placing an item. We can quickly identify issues like customer misuse vs. genuine manufacturing faults. We also advise

customers when we see any common faults, or something that could be a problem going forward; this helps our customers to make product corrections before distributing their products. How do you identify product faults?

Oliver Winstanley

Firstly, we employ the right people with the knowhow and expertise to resolve these issues - when quoting for technical work - we like to get hands-on with the products and test ourselves in fixing the problem. We time and measure our efficiency when working on a problem; we take account of the cost of logistics (getting the problem from the customer and back to the customer), the cost of spares, repair and labour time and the cost of repacking for despatch. We will then work with our customers to ensure that the cost of this service works for them. What are the benefits of granular level reporting for managing product faults?

Outsourcing any element of your supply chain is something that needs careful consideration, ultimately you are entrusting a third party with one of the most important aspects of your business. This can only happen and work well if you are able to retain a level of control and understand exactly what is happening within your 3PL. This is why our systems are absolutely vital. We can provide customers with tailor-made reports to satisfy any requirement. We can set our clients up with online portal access where they can get simple and straightforward realtime information. In addition, Torque provides a dedicated account manager for every client, meaning we essentially become an extension of their business, and work in tandem to ensure our client has 24/7 control of their logistics operation. Web: www.torque.eu

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supplier snapshot What’s currently motivating nursery suppliers/manufacturers? We spoke with some of the industry’s finest to find out.

Victoria Taylor

BRAND MANAGER, EAST COAST NURSERY Y How have you performed so far this year?

2016 has been a very positive year for us, with our rebranding – the reaction from the trade has been overwhelmingly good, and events like our first appearance at The Babyy Show have meant we are becoming more recognisable to consumers, which was our ultimate aim. Do you feel there are any emerging trends that we should all be taking note of at present?

I think people are being broader with their colour choices now, rather than simply choosing between pink and blue. A lot of people are opting for brighter primary colours, gender-neutral products, and even personalised items for their babies. How important to you as a company is it to continually push boundaries when it comes to product innovation?

This depends on the product. It’s easy to get drawn into the idea of constantly tweaking and changing products, and where those tweaks are genuinely making the product safer or better, that’s great. But we need to be careful of innovation for innovation’s sake, and some items are classics for a reason.

Steve Truswell

SALES DIRECTOR, HARRISON SPINKS’ NURSERY DIVISION How have you performed so far this year?

Even though the Nursery Division is still relatively new to the industry, our growth has been significant. Our ethos of offering natural, technology-driven mattresses has been embraced by parents and retailers, and the results we have seen have been extremely pleasing so far. Our innovative product offer has led to the Harrison Spinks Nursery Division becoming a force in a short space of time, and we aim to increase this growth over the coming months. Do you feel there are any emerging trends that we should all be taking note of at present?

It’s clear parents are conducting more research into the products they purchase for their child and because of this, they’re becoming more informed about the best products on the market, with a particular interest on an item’s health benefits. Our pocket spring technology, BabySpring, offers superior support and comfort for young children up to five years of age. The pocket springs, which are the smallest in the world, are more targeted and flexible than traditional cot mattress springs, and support the baby’s head and back during the early developing years. It’s been clear to us that attributes such as these are becoming more and more of a necessity for parents when making purchasing decisions. How important to you as a company is it to continually push boundaries when it comes to product innovation?

At Harrison Spinks Baby, innovation is at the heart of the company. From our patented spring technology, to growing mattress fillings on our own 300-acre farm, innovation is critical in everything we do and we are always looking at ways to make the next breakthrough in sleep science. This ethos has led to Harrison Spinks changing the way both adults and children sleep, and has also been commended by HM Queen Elizabeth II, who awarded the company with two Queen’s Awards for Enterprise in Innovation and Sustainability in 2013.

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Julie Smith

UK SALES MANAGER, LAPSI How have you performed so far this year?

Since Harrogate Trade Fair this year, where we launched three new brands, plus the addition of our new marketingg ‘guru’, we are moving forward very quickly. We are having a number of new retailers wanting to open accounts with Lapsi each week following recent marketing on all of our social media sites. I feel that being passionate about your business and products, drives you to perform and achieve 100%. Do you feel there are any emerging trends that we should d all be taking note of at present?

People are looking for something different, innovative and stylish that fits in with their lifestyle, and are a trendy addition to the parent or home, this can be from strollers to highchairs. Lapsi’s motto is Delivering Choice and Innovation Back to Parents. How important to you as a company is it to continually push boundaries when it comes to product innovation?

Lapsi’s USP is that we supply unique, innovative and quality products that are new to the UK. We are always looking out for the next must have product which fits in with our existing brands, and being new and fresh, requires a lot of careful marketing to promote both company and product to be noticed by the right people.

Donna McCullough

COMMUNICATIONS AND MARKETING, JOHNSTON PRAMS

Tim Cottrell

SAPLINGS, MANAGING DIRECTOR How have you performed so far this year?

We have had a great first half of 2016. We supply a wide range of nursery retailers with our own ranges of cots, cribs and nursery furniture and are pleased to see an increase in demand. Exhibiting at Harrogate in March after a break of a couple of years was very successful for us, with orders placed at the show soundly beating our forecasts, and we were thrilled to win a BANTA award for our Katie Crib. Do you feel there are any emerging trends that we should all be taking note of at present?

We are seeing an increase in orders for white nursery furniture with a growing demand for co-ordinating room sets, offering parents great looking cot beds, chest of drawers/changers and wardrobes that will adapt and last for years. How important to you as a company is it to continually push boundaries when it comes to product innovation?

Our in-house design team is continuously designing new products which will appeal to parents, and while we are keen to push boundaries we are very aware as responsible suppliers that safety is paramount and there are regulations to comply with.

How have you performed so far this year?

We have had a great reaction to our new collection. Our customers like the new colours and the diversity of the range. This year we held a week of Open Days for our customers and the media. They were a great success and a wonderful opportunity for us to showcase our 2016-17 range. Hopefully everyone who took the time to come over had a good time and managed to check out some of the sights and sounds of Belfast. Do you feel there are any emerging trends that we should all be taking note of at present?

No-one can under estimate the power of social media in terms of establishing brand awareness. Things are constantly changing and all businesses need to try and stay on top of emerging trends. Yes, it takes time and yes, things that might come easily to my kids can be hard to grasp. The bottom line is that if you don’t exploit social media and other new platforms you run the risk of missing out on a whole new generation of potential customers. How important to you as a company is it to continually push boundaries when it comes to product innovation?

Jané has a reputation for product innovation, particularly in the field of child safety. We have our own dedicated Crash Test Research Centre which ensures that everything we manufacture goes beyond regulatory safety requirements. We were the first company to put QR codes on our products to ensure that car seats are fitted properly. We are in the process of developing our i-Size family of car seats which will be available from late 2016 onwards. We have just taken delivery of our new from-birth multi-functional high chair, the Jané MILA - an innovative, highly functional product. We are also excited about our multi-functional Babyside crib which comes complete with bedding.

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social media ROSS HEWITT

Be flirty this summer, but loyal to the core It’s tempting isn’t it? A few days of sunshine or the onset of summer and the main or sole focus of marketing and advertising turns to parasols, lightweight strollers and holiday and travel accessories, but don’t get caught out on short term digital campaigns. igital marketing tools and platforms let us react almost instantly to changes in climate, season, news stories and more. We can track the activity right through to online pounds spent with us, or numbers of visitors to our websites, or likes and retweets on social media and it makes us feel all warm and fuzzy inside. Here H comes the ‘however’. However, seasonal, short-term or How tactical ccampaigns, while being great keeping things for keepi

s s H e w itt g o R t u o b A g in itt , M an a an d w e H s s o R ec ret Pi e e d i a ’. S f o r o t c M D ire vvy S oc i a l a rket in g a ‘S f o r o al m a ut h n h is d ig it h a d h is fi r st a g e b s s o R try 1 9 9 8 an d c a reer in t h e nu r sery in dus fo r a y into o f M a rket in g & a s H e a d r S ilver C ro s s in in c e fo E c o m mer set up S ec ret Pi e e g 2 0 0 8 . H d h a s b een h e lp in 2 0 10 an foun d an d lo ve d c li ents g et ever s in c e . on lin e Ro ss@ e .c o .uk | 4 i p t e r c e .s 90 www o .uk | 0 1 sec retp i e .c ter : @ S ec ret _ Pi e | Tw it 4 10 0 2 7

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fresh, can also prove to be rather too specific. Unless the targets are selected by outstandingly marvellous deep and accurate data then a reliance on an ongoing series of micro-campaigns may start to leave a large chunk of your audience cold, however warm the weather is. While the tactical stuff is rolling out you also need the consistency of core messages to be maintained. For example,

if you make or sell pram systems for newborns then by all means push the parasols when the sun has got his hat on, but keep promoting your pram systems too at the same time. My reasoning for this is down to UK birth statistics. Around the turn of the century we had in the region of 600,000 babies born in the UK each year, and now it is upwards of 700,000. There are some peaks

g an d in t e k r a m r u o Y e d s to e n g in s i t r e v ad in t h e t n e t s i s n o c be rent c o re n e w repaas . B y p ro duc t ag o ta c t i c a l a ll me an s t h e s un w h en mo re s h in es , o r wbhe en g i fty C h ri st m a s niost a t loo m in g , bsuet o f y ou r t h e exp en b re a d d a ily

from Europe, never seen here before! Be part of something new and different, contact us at sales@lapsi.co.uk to open an account

sure you have content and products in there for all parts of the buying and parenting cycle. Put the lightweight travel stroller in, but include something about a featured pram system also. Promote the baby wetsuits, but make it clear they are also available for up to six year olds too. Showcase the Group 0+ car seats, but balance it with some high back boosters as well. Something for everyone is better than nothing for most. It is not the best however. If you have the data, then mine it. It is more time-consuming, but it is worth it. If from a little bit of time spent segmenting your database you can take your list of email contacts and confidently split it into two groups (e.g. parents with newborns to six months, and parents of six months to 18 months) then create two versions of your email newsletters and target your products and articles accordingly. It WILL give you better results and move you from confused farmer with a shotgun to marketing ninja sniper almost immediately. Well, maybe. Keep your website homepage balanced, and your social media accounts too. Make sure that the core products that win you customers and make you money all year around are still present and promoted. At the very least this balanced campaign approach will keep you relevant to all members of your audience and that is exactly how you keep hold of them. That, and telling really great jokes…such as “Did you hear about the man who drowned in a bowl of muesli?” “A strong currant pulled him under.” Did I keep hold of you?

www.lapsi.co.uk

and troughs in the average daily numbers of births through the year but the shifts are hardly seismic. Summer is not a quiet period for births, far from it, and there will be over 1,700 babies born every day this July and August, likely to rise closer to 2,000 in September and actually go past it on some days that month (26th is the most popular day of the year which equals a lot of Christmas jiggy). The daily figures remain high through autumn and into winter and through to spring and then on to summer again. Every day of the year there are excited new parents researching and shopping for pram systems, car seats, nappy bins, newborn sleeping bags. They don’t need stroller travel bags right now, they need newborn nouse. Your marketing and advertising needs to be consistent in the core new parent product areas. By all means go tactical when the sun shines, or be more gifty when Christmas is looming, but not at the expense of your daily bread. Better now to look at your customer data capture and record keeping. If you don’t have any proper means for recording customer data and what they buy and then extracting it easily, then invest some time and a little money in this area. You will have more success in selling accessories if you can send a targeted message to an individual customer showing them add-ons that are relevant to the pram system you know they have. It is pointless trying to push messages about lightweight six plus months strollers to pregnant ladies. If you are planning your summer email newsletters and you just have one unprofiled list of recipients, then hedge your bets a bit more by making

Lapsi are changing the perception of baby products in the UK. By bringing unique award winning brands

WHY SELL ANYTHING ELSE?

retail TECHNOLOGY

Duplicate product descriptions - why you shouldn’t copy suppliers If any of you have ever heard me speak at retail events or marketing conferences then you’ll know I have a fairly ingrained hatred of bad website content. o me, if you can’t be bothered to provide your website visitors with something to look at and read then you shouldn’t be too surprised if nobody visits and your bank balance withers as a result. Having said that, I do sympathise with online retailers, having seen the amount of work that has to go into setting up and maintaining a good ecommerce website. Think about it. When you set up an online store you not only have to source images for all of your many products, you also have to provide descriptions and construct sensible product titles before you even get started on setting up postage rates, payment systems and worrying if the

T David Fairhurst Head of Creative Online Marketing - Intelligent Retail

y A top qu a lit t i on ip p ro duc t desc rtt in g is key to g e un d y ou r p a g es foy ou r t h en se ll in g t h ere p ro duc ts an d w a y re a lly is n o ! roun d t h is

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

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shades you chose for your logo properly reflects your brand image! This, in all probability, is why choosing to use supplier-supplied descriptions for products is far too tempting. It’s an easy way to complete a task in an ever-expanding list of things to do before you can afford to switch off for the night. I’m going to tell you why you should resist taking the easy way out. Bear with me… I guarantee this one will change your ecommerce prospects (and your bank balance!)

The purpose of a product description Product descriptions have two main purposes. The first is to add content for search engines. This gives you a fighting chance of bringing in visitors to the web page your product is displayed on. The second purpose is to act as your online sales person for that product. Top quality content works on both of these levels: Firstly, Google relies on

the content in your website to tell what each page is about. If you don’t supply the right content (read: product description text, images, videos, links) then Google won’t be able to tell what that page is about and hence you will have little chance of appearing in search results. Secondly, with an ecommerce website you have no sales person present. Your website is a catalogue which people can browse through in the comfort of their own homes. What you have to bear in mind is that with access to Google or any other search engine, people can easily and quickly find many other websites selling the products you are offering and compare information and prices. This means if your product pages don’t immediately sell your website and company as trustworthy, reliable and contactable then you’ve already lost the sale. Your potential customer is already back into Google to find another website they can trust! A top quality product description is key to getting your pages found then selling your products and there really is no way round this!

Why not use supplier descriptions? Google works on a ‘first past the post’ system for website content. If content has been seen before then other factors come into play. This means if your website doesn’t have an external link profile that’s as strong as your competitor’s website then your competitor is going to win out if you both use the same product description. If, however, you provide unique, lengthy product descriptions and sensible product titles on your product pages you have an immediate advantage on your competitor’s pages. This is because you’re providing not only unique content to Google, people will stay on your pages longer to read the description. As time spent on a page and bounce rate are also ranking factors, this means Google will be taking notice. Back your unique descriptions up with other interesting content on your product pages such as images taken from multiple angles (with a high resolution zoom function), reviews for that product from

other customers, reassurance messages telling people why they should trust and buy from you, and you’re onto a winner, not only with the people who already know about your website but also with Google.

What do Google say? Despite the recent article on a prominent search engine news site online suggesting that ‘Rewriting Product Descriptions Won’t Help You Win’, what Google actually say on the matter is that it’s not enough to simply rewrite a ‘couple of words’. You really do have to provide an attractive proposition to the visitors on your website. That means providing information about that product which other websites don’t provide as well as showing website visitors that you are the people to buy from. I can do no better than to quote the first line from Google’s Webmaster Guidelines on how to ‘help Google understand your pages’, where they state: “Create a useful, information-rich site, and write pages that clearly and accurately describe your content.“ Sounds like great advice to me!

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! w e n s k o o b

All re tu anewppictic in debut talent Jorge from k boo ure In this bold

y dragon is on a starving Martin, a newly hatched bab and everyone on her island! rampage – eating everything nt difference between friends orta Can she learn the imp ly, or will she be stuck feeling and food before she gets lone hangry forever? life lesson about sharing With surreal humour and a key t new story packed full of AND caring, this is a brillian to ts and brand new characters loopy laugh out loud momen re The sic, clas s eles tim the of love and admire. With echoes llowed A Fly, I’m Hungry Was An Old Woman Who Swa e which bursts with humour showcases an arresting art styl and character.

Pandemonium of parrots and other animals From a flamboyance of flamingos to a conspiracy of lemurs, this is a fabulous celebration of creatures from around the world and their weird and wonderful collective names. Catch a glimpse into their fascinating worlds and have fun with the simple search and find games on every page. With fresh and offbeat illustrations by new talent Hui Skipp, this is the perfect book for curious young minds. Tel: 0203 771 4264 Web: www.templarco.co.uk

Tel: 020 7010 3331 use.co.uk Web: www.penquinrandomho

e m r!’ ishthey Publishing’s new lKl! Hiere’snthe a ry in Peachy Pie sto A rst fi ing picture Heron humorous rhym ‘HEC ollection’. It is a nC e in an randma’s Garde disturb the peac animal trilogy, ‘G who has come to one. on by er e H a on of nd le po the ta bitants of a ha in e th book which tells f t will of g bu in being eaten garden, by pick us plans to stop rio English country va tch ha e e th er phasises s living th ce of danger em The other animal courage in the fa of ds. le en ta fri is ur Th yo ? r they work standing up fo of d an rk wo am importance of te ublishing.com ep

hypi Web: www.peac

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Princess, monsters, vampire cats and unicorns!

Are you scared of monsters?

Travel along the story path and discover an enchanted world where fairy princesses battle with monsters from the deep and vampire cats zoom through the galaxy on silver unicorns. This innovative twist on the classic quest tale teaches the basics of storytelling and sequencing, and allows young readers to choose their own characters, settings and plots at every turn. With a simple, easy-to-follow structure and bold imagery by award-winning illustrator Madalena Matoso, this is an imaginative storytelling experience for children of all ages. Hundreds of story combinations and a colourful cast of characters and motifs, both traditional and new, allow children to explore fresh adventures with every read. Who will you meet? Where will you go? What will you do next? It’s all up to you...

For centuries, the same fables have come back to delight (and haunt!) bedtime for millions upon millions of children. The same suspects creep up time and time again; Bigfoot, Dracula and dragons to name a few. Now, in a wholly-unique new twist in the literary world, some of these epic and legendary characters are back with a fresh new story to tell. It’s all thanks to the work of Sunny Basra and his new book, ‘The Secret Lives of Monsters and Legends’. Expect everything and prepare for nothing – Basra is literally re-writing history in a way that will keep both young and old engrossed. For more information, visit the author’s official website.

Tel: 0203 771 4264 Web: www.templarco.co.uk

Web: www.sunnyandbenbooks.com

PROFILE

o u d e l b a r e p An inse ome to School too, Blue Kangaroo is the eighth title in the hugely popular and charming Blue Kangaroo series by award-winning author and illustrator Emma Chichester Clark. The series follows Lily and her beloved soft toy, Blue Kangaroo, as they share new experiences together. Come to School too, Blue Kangaroo sees the inseparable duo starting at a new school with surprising results. It is the perfect book to reassure any child that is anxious or nervous about starting a new school or heading back to school after the holidays. The Telegraph praised the book at ‘the best book to deal with [a] child’s pre-school nerves.’ Look out for the rest of the classic Blue Kangaroo stories which introduce young children to unfamiliar situations in a heart-warming and gentle way. Blue Kangaroo is perfect for every occasion from introducing a new sibling to the family to developing a child’s empathy. HarperCollins Children’s Books are offering nurseries the chance to win a Blue Kangaroo soft toy! The first ten nurseries to email kids. marketing@harpercollins.co.uk with the subject line ‘BK Plush’ and their delivery address will receive a FREE Blue Kangaroo plush.

Tel: 0203 0144155 Web: www.harpercollins.co.uk

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