Nursery Today

The U.K. nursery trade’s no. 1 magazine

Month: August 15 Issue 10 Volume 18

www.nursery-today.co.uk

Independently Inde In depe pend nden entl tlyy au audi audited dite ted d

ABC circulation circu ci rculat lation ion of 45 4514 14 1 July July 2013 2013 to 30 30 June June 2014 2014

10. – 13.9.2015

Experience diversity, discover new ideas!

A guarantee of diversity for over 50 years: The leading international trade fair for the baby and toddler outÒtting sector. In addition to plenty of new ideas, you can also look forward to the Kids Design Award 2015. Aspiring young designers present trendsetting design concepts.

Let yourself be inspired – we are looking forward to seeing you!

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29.06.15 10:43

CONTENTS August 2015

Regulars

April 2015 Issue 7 Volume 18

5

Leader

6

News

10

Licensing News

12

Exhibition News

18

Nursery Natter What are the year’s best sellers and new

the team

P28

trends? We ask retailers.

Editor

26

Retailer Profile

Penny Franks penny@lemapublishing.co.uk

62

Trade Talk

70

New products

Assistant Editor

Penny Franks

Paul Donnelley pauld@lemapublishing.co.uk

Contributors

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director

10

Paul Donnelley

Anthony Temple Anthony talks about gifts for babies

Paul Naish paul@lemapublishing.co.uk

16

David Fairhurst, Intelligent Retail

Circulation

David looks at migrating your website and

Robert Thomas robert@lemapublishing.co.uk

what you need to know

Publisher

20

Christine Contreras

UK nursery growth boosts European

Mark Naish mark@lemapublishing.co.uk

market

24

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

GFK

Colin Pattison Colin eyes nursery bloggers. It was all different in his day.

Mark Naish

P36

34

Nigel Plested Things are changing in China, Nigel explains

65 Paul Naish

Yasmin Ali, NSG Indies have to stick together

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

www.nursery-today.co.uk

Features Malcolm Naish Malcolm Naish

28

Made in Britain Are we right to be optimistic about homegrown products?

36

P46

Feeding equipment and accessories What are the latest trends?

46

Baby carriers A look at the latest happenings

58

Baby gifts What can you buy new arrivals and who

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

A member of the Audit Bureau of Circulation

spends the most money?

68

Golf Day Play a round with Malcolm Naish

www.nursery-today.co.uk Twitter: @nurserytodaymag

W

elcome to the August issue! Can I start by firstly thanking all those who attended our Annual Golf Day. From what I can gather it was a resounding success and enjoyed by everyone – it would be great to see more of you there next year – you never know, I may even decide to caddy for one lucky person (well from the luxury of a golf cart).

Malcolm Naish brings you a full round up of events: simply turn to page 68 to read all about it and find out who the winners on the day were. We’ll bring you details of the 2016 event nearer the date.

This issue we cover a variety of product categories. For example, we take a look at products that carry the Made in Britain mark of approval. It’s not surprising that more and more consumers, both here in the UK and of course due to so much media attention of our Royals and the birth of Princess Charlotte, also from much further afield who are actively seeking out our home grown products. This could be attributed perhaps to the simple fact that ranges manufactured here in the UK may have a higher perceived quality factor? Take a look at Silver Cross for example, a strong British heritage brand that never seems to lose its appeal with mums and dads. Perhaps this will be the next big trend in nursery, that’s of course if you don’t view it as one now!

Joie Mimzy 360

message from the editor... shopping radar. Make sure you keep up to speed with any emerging trends and innovative products that may start to emerge. Colourways can also play an important role in this category, for example, perhaps a strong orange, green or red on bowls, cups and cutlery through to more muted tones for the highchair – of course, not a problem if mum wants to completely co-ordinate everything, our manufacturers and suppliers have it covered all the way through to highchairs!

Tullika Bhalla, from GfK confirms this as a growing category: “Feeding is a vibrant category with a 50% volume share of

“

“Feeding is a vibrant category with a 50% volume share of the total nursery market. With the various choices presented to parents for small items like spoons and cups to big ticket items like highchairs, the pricing seems to offer a competitive edge as does variety depending on age groups” Tullika Bhalla, GfK

We also take a look at the feeding category – this is just so vast - largely due to the simple fact that we all have to eat! From the moment parents start to wean their babies onto solids, the plethora of must haves start to enter their

”

As if that’s not enough, we’ve also got a great carriers feature. Although not so many years ago we did experience this as perhaps a category that was showing a slow decline, well, good news, it is definitely a product category that is now back on the parenting must have list! From front/back baby carriers through to slings/baby wearing (a great trend at present), this is a category that shouldn’t be overlooked.

You’ll find some great products that are available and can read more from page 47.

Can I also take this opportunity of introducing you all to our new contributor, Ross Hewitt, Managing Director of Secret Pie and author of ‘Savvy Social Media’. With the ever growing popularity of so many social media platforms, make sure you’re always in the know with Ross! He will bring you features issue by issue giving you solid and sound advice of the best ways to really get on board the social media train!

So, that’s it for now – not long before we all congregate together again at Kind Und Jugend. Our September issue should thud through your letterboxes at the end of August.

But in the meantime, if you need any information simply visit www.kindundjugend.com

the total nursery market. With the various choices presented to parents for small items like spoons and cups to big ticket items like highchairs, the pricing seems to offer a competitive edge as does variety depending on age groups. However, for the earlier age groups (i.e. baby stage), it is the problem solving and ease of use that is a driving purchase factor.”

Turn to page 36 to read more and see products that are available now to assist in your buying options.

Leader 5

NEWS

sponsored by hardenbergco.co.uk 01785 503 305

Great turn-out for industry annual event The BPA’s annual general meeting in July attracted a great turn out of members who came along to support the industry’s trade association, participate in thought provoking seminars and network with industry colleagues.

Julie James, BPA membership and technical support manager, said: “We are delighted that so many members and the industry press made the effort to come along and show their support of this annual event. AGM’s are renowned for being less than ‘exciting’ and we have worked hard over the last few years to make this mandatory occasion interesting by providing thought-provoking seminars and the chance to network and socialise with industry colleagues. Feedback has been excellent and we hope that in the future more members will be encouraged to come along.”

Talks included how to stop counterfeit products selling on e-commerce platforms

by Jet Doran of Snapdragon; How to make the most of e-marketing and social media

by Ross Hewitt of Secret Pie and the ins and outs of competition law by leading London Barrister Robert O’Donoghue. This particular presentation gave food for thought, as Robert explained how inadvertent, careless conversations, particularly in trade association and networking environments, can lead to potential law suits and incredibly hefty fines.

During the AGM, the new BPA Executive Committee for 2015-2016 was appointed as follows: Luke Burns, Cybex GmbH (chairman); Daniel Lucas, We Made Me Ltd (vice chairman); Andrew Ratcliffe, Dorel UK (treasurer); Lisa Whitfield, Graco UK & Ireland; Selina Russell, Cheeky Rascals; Neil Slagel, Petite Star Products Ltd; John Anderson, Maclaren Europe Ltd; Mike Chapman, East Coast Nursery Ltd; David Welsh, Joie Children’s Products UK Ltd; Christian Jones, The Gro Company; Andy Crane, BabyStyle UK Ltd; Sue Cosmovici, RECARO Child Safety Ltd; Marc Hardenberg, Hardengerg&Co Ltd and Stuart Cartwright, Britax.

Tweeting good news!

There was great excitement at CuddleCo HQ as Hollywood actor Chris O’Dowd and his wife, TV presenter and author Dawn O’Porter tweeted their praise for Doona, the multi award winning hybrid car seat, to their combined Twitter fan base of more than a million!

The team at CuddleCo, the UK’s official distributor of Doona, were thrilled to see the popular celebrity couple had chosen Doona for their first child Art, who was born earlier this year. Following @DoonaUk’s tweet to Chris and Dawn, hoping they “have had many a #DoonaMoment”, the team were understandabely over the moon when both celerbrities replied to say how much they were enjoying using Doona, with Dawn saying it was “brilliant” and Chris calling it “pretty great”.

Quinny announces partnership with Novotel Multi-award winning luxury pushchair and stroller brand, Quinny, has partnered with hotel group, Novotel, to provide family guests with Quinny Yezz pushchairs, making travelling with young children easier.

Andrew Ratcliffe, MD of Quinny UK, said: “We are always looking for opportunities to link up with like-minded urban brands, so the partnership with Novotel is a perfect match. We’re confident that guests will quickly appreciate the real benefits of using the Quinny Yezz for their city adventures.”

Snüz launched to the consumer

T

hese are extremely exciting times for the Little Green Sheep Family as it launches Snüz, its highly anticipated new baby brand, to consumers.

Snüz will be home of the award-winning SnüzPod bedside crib and Snüz bedding sets, as well as more products to be launched throughout the year. With a recent survey revealing a huge 97% of customers would recommend it, SnüzPod has fast established itself as the Bedside Crib of choice, which was confirmed with its No.1 status from Mother & Baby magazine as the ‘Best Cot, Crib or Moses Basket’ for 2015.

SnüzPod’s innovative 3-in-1 design allows parents to feed, comfort and settle baby without having to leave the bed and gives them peace of mind that their little one is safe. The fantastically versatile design means that the SnüzPod is not only a bedside crib, but it can also be used as a standalone crib for the nursery or can be taken from the foldable stand and used as rocking bassinette around the home.

With faultless reviews and multiple awards, including the Gold Mother & Baby and Loved by Parents award, SnüzPod is a fantastic choice for parents. To celebrate the arrival of Snüz, the brand is looking forward to launching an integrated SnüzPod campaign from August, sharing real SnüzPod stories and experiences demonstrating why SnüzPod is “the Bedside Crib Parents Love.”

Tel: 0800 028 1433 Web: www.thelittlegreensheep.co.uk

6 nursery today

Show brand Daisy Roots is sold to Marrum Chris Marrum is known in the industry as the UK distributor of kids shoe brand Petasil and has now expanded his company’s offering with the recent acquisition of Daisy Roots. 20 years old this year Daisy Roots is home to a gorgeous collection of soft soled baby shoes, slippers, furry boots, organic cotton tops, hats, comforters and other gifts, all manufactured here in the UK. Chris Marrum, Managing Director, Marrum Distribution comments: “This is really exciting news for our organisation. Daisy Roots is highly regarded and we’re very excited about adding this much loved UK brand to our offering. Daisy Roots complements the Petasil range and we plan to continue to manufacture from the factory in Brixworth. We have exciting plans for the brand and will be adding our design know-how to bring out innovative and inspiring new lines.”

For further information on Daisy Roots or to arrange a convenient appointment please contact sales@marrum.co.uk or telephone 01604 876800.

Clever little things that keep baby socks on!

Volvo ‘design car around baby seat’ Volvo’s latest design, the Excellence Child Seat, replaces the passenger seat with an adjustable baby one that rises, drops, swivels and tilts at the touch of a button.

Volvo said it wanted to re-imagine how small children can travel and the concept is based on its safety guidelines that state children should travel rearward facing at least up to the age of four. It lets parents swivel the seat counter-clockwise and then lock the seat in a rearward-facing position.

“We started by asking ourselves if we could make life easier for parents and safer for their children when it comes to the child seat experience,” said Tisha Johnson, the chief designer interiors at Volvo Cars Concept and Monitoring Centre.

“For us the safety, convenience, and

emotional factors outweigh everything else.”

She added that in addition to keeping the child safe the seat also makes it easier for parents to get their child in and out of the car without having to strain or twist their backs.

The idea is just a concept at the moment and Volvo has no immediate plans to release the model.

Meet the new face of Bizzi Growin After a successful national campaign to find the face of baby brand Bizzi Growin, which saw over 400 babies entered, the winner has now been chosen.

Bizzi Growin, designers and suppliers of soft nursery furnishings, worked with a panel of independent judges, which included celebrity mum-of-two and TV presenter Laura Hamilton, to choose the winning baby of its ‘Be the Face of Bizzi Growin’ campaign and has revealed that 10 month old Nancy is the face of its brand for the next 12 months.

The adorable little girl from Birmingham, who was entered into the competition by her mother and saw off a host of tough competition in order to take the title, will enjoy both national and international stardom with the brand for the next year.

Rebecca Rowlands, head of product development at Bizzi Growin said; “We were overwhelmed with the amount of entries that we had in such a short space of time and all of the babies that were entered were so beautiful, it made our decision a very tough one!”

This year saw the inaugural search for the face of Bizzi Growin launched and will return again next year to find a new star making it an annual campaign. Six other babies were chosen as runners up in the campaign, who also received an impressive prize package, and will feature in parts with Bizzi Growin alongside Nancy.

...Become a stockist of our award winning range...

info@sockons.co.uk 0208 451 1516 www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

nursery today 7

NEWS Time to talk salary

Happy Mummy Appoints Butterfly

Christian Jones, Managing Director at one of the leading safer sleep brands at Gro Company this month talks about the issue of salary.

O

ne of the surprise elements of George Osborne’s recent Budget was the plan for a national living wage – to be set at £7.20 an hour (up from £6.50) from April 2016 and then rise to about £9.35 by 2020.

It seems that in announcing this plan, Osborne has managed to alienate just about everyone.

The low pay lobby groups have pointed out that any advantages for lower paid workers will be negated by the corresponding Government reduction in benefits and tax credits. Small business lobby groups have suggested that the burden of meeting the new pay levels will hit small businesses hard, and will be felt particularly in industries such as hospitality, retail, social care and agriculture, where large numbers of workers earn the minimum wage. They argue that this will cause a rise in unemployment, since businesses that are unable to afford the higher wages will be forced to lay-off staff, since they are unlikely to see the required gains in productivity that would offset these additional costs.

Certainly the link between higher wages and increased productivity remains an unproven one, and researchers have begun to focus on the link between productivity and meaningful work or employee engagement, rather than straightforward remuneration. But after the recent economic downturn, the UK economy has emerged with relatively low unemployment, and a relatively high proportion of low-paid jobs, compared with most of its peers. Added to this, there is evidence that UK workers now produce less per hour than their counterparts in France, Germany and the US - with the gap widening

since the financial crisis.

Remember it’s all about morals But somewhere along the line an inconvenient truth is being ignored. Namely that there is a moral aspect to the subject of pay. If you cannot afford to pay your staff a fair wage that enables them to meet their basic living standards, then you do not have a sustainable business.

Other moral considerations around wages include the gender pay gap (which currently equates to women in the UK earning 80p to every £1 earned by men), and the wide discrepancy between the pay of top executives and their workers – both of which fly in the face of mission statements and CSR initiatives which contain the usual platitudes about our people being a company’s best assets.

Thankfully, there are voices of reason amid the cacophony of complaints about a national living wage. In reaction to the Chancellor’s announcement, Simon Walker, director-general of the Institute of Directors, claimed that 90% of IOD members already pay their most junior members of staff the living wage. He added: “There will be a bit of gulping but I think it’s right and I think our members can actually manage it.”

So although George Osborne’s living wage plans may not have been greeted with widespread applause, we should listen to the silent majority of employers who are actively encouraging the practice.

Christian Jones is the Managing Director of The Gro Company who recently underwent a company MBO after just 24 months of Christian being at the helm.

For more information about The Gro Company please visit www.gro.co.uk 8 nursery today

sponsored by

Happy Mummy has joined forces with Butterfly for PR and Marketing across their brands including Elf Magic and Baby Elephant Ears.

“We are thrilled to work with Happy Mummy” said Kelly Jones of Butterfly, “Elf is a huge deal for kids at the moment with parents enjoying the Pinterest creativity of mischief and Baby Elephant Ears are an adorable and practical addition to any new parent’s travel essentials ensuring their baby is super comfy and secure.”

For further information, contact: kelly@thebutterflyconsultancy.co.uk anna@happymummy.com

Mothercare have things wrapped up We Made Me Ltd is delighted to announce that Mothercare is now stocking one of its new products, from the brand’s progressive babywearing collection, as the Wuti Wrap goes online and in stores across the UK. Speaking about the product going into Mothercare, Daniel Lucas the founder of We Made Me Ltd said: “We committed a great amount time and passion when creating the Wuti Wrap™ as we were determined to unveil something truly unique that would offer parents something exciting - a new product to support babywearing from day one. We have received faultless feedback so far and we are thrilled to learn Mothercare are putting their faith in the product as well by offering it to customers. We look forward to seeing awareness continue to grow and for families countrywide to become Wuti wearers!”

Trading update with Mothercare Mothercare plc has issued their trading update, which covers the 15 week period to 11 July 2015. Overall trading is in line with expectations with the UK making a good start to the year and International seeing some macro volatility as anticipated.

Mark Newton-Jones, Chief Executive Officer of Mothercare plc, said: “Overall our trading is in line with expectations with the UK making a good start to the year and International seeing some macro volatility as anticipated. Trading across our International business has been more volatile as we have previously highlighted with increased macro headwinds impacting consumer confidence in a number of our markets. Despite this our International partners are building on the strong foundations already in place by continuing to open new space, positioning us well for the future when the outlook improves.

“Our strategy in the UK is continuing to deliver results. We have delayed the end of season sale to take advantage of well controlled stock and the warm weather to sell more at full price.

As a result margins are improving without adversely affecting like-for-like sales. Online has also benefited from lower discounts and promotions with the additional benefit of improved functionality. The early results from the store refurbishment programme and the additional investment into service both online and in store are encouraging.

“It is still early days in our turnaround and we recognise that there is still much to do. Our vision remains clear - to be the leading global retailer for parents and young children.”

The Bedside Crib Parents Love™ To see why, search #snuzpod

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LICENSING NEWS

Licensed plush trends ... an inside take on this growing nursery sector

Pretend to Bee signs Roar-some Licensing Deal

This month Anthony Temple, Managing Director at leading licensed character baby soft toys manufacturer Rainbow Designs, discusses the trends in baby gifting.

W

hen it comes to gifts for baby the occasions are endless, beginning with the announcement of pregnancy through to the baby shower and arrival of baby. This is then closely followed by the Christening or naming ceremony and the ‘firsts’; first Christmas and first birthday. With little ones there is always an occasion to celebrate and therefore always a gifting opportunity.

It is in the UK’s prolific greeting card industry where we regularly see these occasions boosted and promoted to the consumer and therefore in more recent years we have seen the greeting card industry as one of the biggest drivers of gifts for baby.

However, we can see distinct retail differentiation between the gift choices found in greeting card shops and those available from nursery retailers and nursery departments of large multiples; essentially different brands, different types of product and different price points.

What’s the difference?

When it comes to the greeting card sector Clintons are a major player and a pioneer of card shop gifts. Clintons and other major card retailers feature renowned brands such as Forever Friends, Me to You and Boofle that have mass appeal and are a perfect fit to those occasions. They provide baby gift offerings that are an extension of the greeting cards purchased allowing the price conscious consumer to express sentiment and create a baby bundle combination of perceived value.

However, there is another side to baby gifts and that can be found in specialist nursery retailers and dedicated baby departments of larger stores.

They focus on more classic brands that themselves deliver a higher level of perceived value and are often anchored in traditional publishing heritage. Brands such as Peter Rabbit

10 nursery today

and Guess How Much I Love You, which have book heritage at their core, come with an authority and reassurance that distinguishes them from the greeting cards market. These classic brands often offer simple messages of endearment not always focused on one occasion, such as the Guess How Much I Love You’s ‘I Love You to the Moon and Back’.

It is a discerning market, where the classic and heritage values play an important role in the giving occasion.

These traditional publishing brands deliver trusted quality values and make treasured keepsakes for both baby and parents. Both the Peter Rabbit and Guess How Much I Love collections feature highly successful Baby Record Books and these coupled with thoughtfully selected complimentary products can make a compelling gift package. This is visibly demonstrated by the award winning online retail site Coochy Coo, offering an impressive selection of Nappy Cake and baby gift ideas, including soft toy and book features. They and others are certainly capitalising on the recent trend that we are witnessing in the growth of ‘Baby Bundles’ that are synonymous with the baby shower and general gift giving.

Packaging can play a very important part of the gift giving situation.

Individually packaged gift products such as the Peter Rabbit and Guess How Much I Love You boxed ‘My First Booties’ are a perfect small gift. Other traditional newborn toys such as illustrated Wooden Blocks also make an ideal first play toy for baby as well as an ornamental keepsake.

Baby gifting is a growing market in both the greeting card sector and for the dedicated nursery specialist retailers with each providing a varied offering to cater for different tastes, perceived value and consumer expectation.

Global Solutions for Clothing (GSC) Ltd. are celebrating after signing another high profile licensing deal under their Pretend to Bee brand.

The deal with the National History Museum will see the brand’s successful Dinosaur Onesies become licensed. Working closely with palaeontologists, the team at GSC have improved their existing designs to create new and improved dinosaur onesies including the bestselling T-Rex. The Triceratops costume also gets a revamp and the collection will now include a cute Stegosaurus. The cosy NHM onesies are perfect for dress up, nightwear or loungewear and little dinosaur fans aged 3-9 will love them.

Harrison Palmer, Managing Director at Global Solutions for Clothing comments: ‘Our Pretend to Bee collection will continue expanding to include new and exciting licenses and so we couldn’t be more delighted to be working with the National History Museum. Our Dinosaur Onesie range is always popular but the new collection of costumes will include realistic features to bring the onesies to life and each will come with fun facts about dinosaurs to extend a child’s role playing experience.’

The National History Museum range will be available from October for Christmas trade.

Minions fever sweeps the UK NPD reveals that the universally popular yellow fellows replace Frozen as best-selling toy license in the UK The Minions has become the top-selling license for the British toy market, according to global information provider, The NPD Group. As much as Minions was expected to be a success, it took a lot to unseat Disney’s Frozen, which had been occupying the top position since July 2014.

Yellow, funny and extremely popular, Minions, which opened in British cinemas 26 June, has enjoyed mass exposure in the media and at retail.

The success of this exposure was felt at retail even before the movie was released on the big screen. The Minions license became the biggest seller in the week prior to the release of the film, a trend that’s expected across other countries as the film gets released this month. Minions is currently the third best-selling license in the French toy market and number six in the United States.

For the week commencing 14 June 2015, Minions topped NPD’s toy licenses charts, above Frozen, Star Wars, Peppa Pig and Marvel. The best-selling Minions toys in that week were Minions Surprise, Minions Buddies Plush Assortment, Spinning Minion Assortment, Minions Deluxe Action Figures Assortment, and the Minions Fart Blaster with 2 Minion Surprise.

Minions’ not-so-secret recipe for success is a universal humour, bringing families together and appealing to most age groups. It resonates just as much with young children as with older generation.

“Expectations are high at retail after the general public allegedly demanded more merchandise following the first two movies,” said Frédérique Tutt, Global Industry Analyst for The NPD Group. “By being so different from the usual Hollywood blockbusters which feature super heroes, apocalyptic threats and good versus evil, the Minions movie with its anti-heroes has a fresh appeal and a feel-good factor that could well make yellow the colour of summer 2015.”

EXHIBITION NEWS

ABC 2015 Registration Surges All Baby & Child Corporation, the producers of the ABC Kids Expo, is excited to announce that buyer registration figures are currently double the number of registrations they received at this time last year. The expo is proud to host numerous attendees from over 65 different countries and are extremely pleased with the results in registrations received thus far. The ABC Kids Expo is scheduled for October 18-21, 2015 at the Las Vegas Convention Center.

Lodging bookings are also running 30% ahead of last year during the same time period, and ABC strongly urges exhibitors and attendees to book their lodging soon before their main choices are gone.

Exhibitor registration is also very strong, and ABC expects space to sell out within the next month.

Demand for both New Product and Made In USA Showcases are both at record levels. Potential exhibitors can visit the ABC website for more information and for registration here.

For more information about All Baby & Child Corporation and its trade shows, visit www.theabcshow.com

Kind Und Jugend 2015 well underway The international baby and children’s outfitting sector will be meeting up in Cologne from 10 to 13 September 2015. More than 1,000 exhibitors from over 50 countries will present a host of innovations and product further developments. In addition to multi-functionality, safety, and sustainability, the theme digitalisation is becoming increasingly more important when it comes down to the development and sales of new products. As the most important industry platform, Kind + Jugend covers all trends of the baby and children’s outfitting sector and presents these to the market participants of the international markets. The trade fair concept, which includes all phases of the product development, provides the best conditions for business transactions and a professional exchange for designers, manufacturers, importers, specialised traders and the media.

For more information, please visit: www.kindundjugend.com

Preferential rates for BPA members With over eight months to go until the UK’s only nursery trade show, Harrogate International Nursery Fair is booking fast with numerous exhibitors taking advantage of an early bird rate by securing their positions by the beginning of July.

Adrian Sneyd, show organiser, comments: “Human nature lends towards leaving everything until the last minute and historically the same applies to companies booking exhibition space.

Logistically this makes life difficult for everyone as the prime positions usually get snapped up first so we struggle to juggle space to keep everyone happy. This is this first year that we have introduced an early bird rate and it’s worked really well.”

BPA’s members can still grab a bargain at the show as Harrogate International Nursery Fair offers a generous discounted rate of £107 per square metre for space only (£124 for non-members); and £162 per square metre for shell scheme (£180 for nonmembers).

For more information visit www.nurseryfair.com

Ameda, the brand of choice for feeding mums

A

fter a staggering 70 years, Ameda’s passion for breastfeeding and quality of products continues to grow. Recognised by a number of industry awards, the Ameda brand puts breastfeeding mums in charge whilst representing true value for money.

The Ameda Difference Hospital-approved Piston technology allows mum to mimic baby’s sucking using independent ‘Speed’ and ‘Suction’ dials for total control of the let-down reflex.

This Dual-Adjustability provides 32 combinations so mum can select her best levels for milk flow and comfort and can create a multi-phase pumping experience.

Ameda’s Unique Features include: • CustomControl Independent ‘Speed’ and ‘Suction’ dials allow every mum to tailor the pump’s performance to her own unique personal needs.

• CustomFit Seven breast flange sizes that adapt to all Ameda pumps allows for a more comfortable and customised fit.

• Airlock Protection The world’s only breast pump kit with proven anti-viral protection barrier protects the breastpump and breastmilk from bacteria, mould and viruses - keeping mum’s milk pure.

The Purely Yours range includes the Lactaline Double and the Una Single Electric

12 nursery today

Breast Pumps. Both have proven to be extremely reliable and represents excellent value for money; optimising comfort, convenience and therefore better milk flow in less time.

Tel: 01785 503 305 Email: info@hardenbergco.co.uk Web: www.Hardenbergco.co.uk

The practical and comfortable baby bath and changing table for your child’s hygiene Every bath or changing time is a special occasion for mother & baby to share a relaxing moment close together between a splash and a nappy change.

Discover Cuddle & Bubble, the compact and easy to fold baby bath and changing table from Chicco. It can easily turn from a changing table to a baby bath for your baby’s complete hygiene, with all the warm love and care only a mum can give through her touch.

1

2 It’s a changing table It’s a baby bath

Removable soft baby reducer for total comfort

Height adjustable to three levels

Super compact and easy to fold and move, thanks to two practical wheels

Ergonomic bathtub with anti-slip inserts

www.chicco.co.uk

wherever there’s a baby For information on these products, contact us at orders.uk@artsana.com, or please call 020 8953 6627

BPA Notice Board required to talk to the press. Identify your stakeholders, both internal and external and plan how you will communicate a crisis to them – this may include developing generic holding statements.

Can you handle a crisis?

Whatever your business or product, one unexpected accident or product failure can potentially destroy a company’s reputation overnight, yet the number of companies which don’t have crisis management plans in place is quite extraordinary.

Whilst you might think you’ve got it all covered – after all your products meet the required safety standards and have been tested at a reputable testing house – business might be booming today, but never underestimate what might be around the corner. Failure to plan really is planning to fail.

The Baby Products Association can’t stress enough the importance of every company, however small, putting together a solid crisis management plan.

Robert Anslow, BPA managing director, explains: “Companies in every industry should have crisis plans in place, but for suppliers of baby products it is absolutely crucial. As a society we expect to protect babies and children and will not tolerate anything that is perceived as potentially harmful to them. Just one minor incident can quickly blow out of all proportion and it is imperative that companies know how to respond quickly in order to placate and reassure the general public.

“However ‘safe’ you think your product might be, a major defect which requires a product recall is something that every business owner should be ready and prepared for. Creating a crisis plan isn’t particularly time consuming and it might one day save your business.”

The first step in creating a crisis plan is to appoint a crisis communications team. This group will usually include senior executives and either your in-house PR executive or external PR account manager. The role of this group will be to identify all potential crises and put a plan together on how to deal with all eventualities. A spokesperson should be appointed and it may even be worth investing in training for that individual so that they are confident if they are ever 14 nursery today

Don’t be an ostrich

Robert rtt Ansloow Man anaginng ng D Dir iirrect rect e or or

However ‘safe’ you think your product might be, a major defect which requires a product recall is something that every business owner should be ready and prepared for

Robert continues: “The worst thing a company in crisis can do is put their head in the sand and hope that the situation will go away. As soon as you know there could be a threat to public safety, you should make a public announcement – not just wait until it’s been confirmed.

Acknowledge that a potential problem has been identified and reassure stakeholders that you are taking this seriously and are doing everything in your power to put the situation right.”

Whilst a company cannot change what has happened, it must take responsibility to minimise damage. Public distress can be caused not only because the product they have purchased is defective, but also by the manner in which a recall is communicated. Therefore it is important that every possible communication channel is used to report a product recall, both online and offline to ensure that the message isn’t missed.

Don’t try to control damage by restricting information internally, but ensure that every employee in your company is aware of the situation and given accurate information so that they are equipped to respond appropriately to anyone asking questions.

News travels fast With social media such a prominent communications channel in today’s society, news travels fast and a reputation can be irreparably damaged overnight. Therefore, it is always prudent for companies to monitor social media activity and be aware of any comments or trends regarding their brand. Importantly, remember social

media is a platform for the world to vent and not all negative comments should be perceived as a crisis. For example, a customer commenting that your product is a waste of money and they didn’t like it is negative (everyone has their own opinion) and you might want to counteract this perhaps by offering a free sample or a discount to sweeten the mood, but it’s not a crisis.

A crisis is a situation which could potentially damage your business, such as someone claiming that your product has caused an injury or claims that it is dangerous. As with any crisis situation, this needs to be acknowledged and responded to quickly.

If the claim or comment is made on Facebook, first respond back on Facebook. If it is on Twitter, first respond on Twitter – you can deal with other social media platforms and issue press releases and statements after.

Acknowledge that you have been alerted to a potential problem and try to communicate directly with the post’s original source. Be reassuring publicly that your company is looking into the situation and be apologetic, but try to close the dialogue on social media as soon as possible. Importantly, never get into an online tit for tat situation – offer your phone number or email address and encourage the dialogue to continue in private. Find out from the person making the accusation what has occurred and take specific action in response. Then your crisis management plan should fall into place. Remember that the original comment will have been seen and remembered, so it is imperative to go back once the situation is resolved and update people of action taken.

If you are a BPA member and would like more information about putting a crisis plan into place for your company, contact Julie James at julie@b-p-a.org

www.thebpa.eu

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Retail Technology

Website Migration Why it pays to plan ahead when moving to a new website

By David Fairhurst

W

If you’re an established nursery retailer, it’s a fairly safe bet that you already have an eCommerce website of some description.

16 nursery today

ith the ever-accelerating pace of eCommerce in the UK, many retailers already have fully functioning eCommerce websites which contribute to overall revenue generation. If your business is already utilising eCommerce but you are thinking of moving your website to a different eCommerce platform, perhaps with a different supplier, then read on. This information will certainly save you losing a lot of money (and hair!).

Why Migrate?

Migration is the act of setting up redirection from one page or resource to another and is simply a directive telling any user interested that the resource has moved.

Migration is required because search engines, people and other websites expect your pages to be under one page URI (Uniform Resource Identifier, the page. html bit of site.com/page.html). If you change your website to a newer one, the actual page URI will almost certainly be different. If you don’t migrate the pages by putting redirects in place, search engines and people won’t know where to go and any external links will be broken, affecting search engine rankings.

Migrating one website to another isn’t rocket science, but it does require a substantial amount of planning to get right.

The sad fact is, there is no fast and easy way to do a migration. Large eCommerce websites especially can take literally hundreds of hours of work to successfully migrate, but doing it right will mean that those all-important Google listings are retained.

Get a migration wrong and you are almost certainly in for a tough time at the tills. Some retailers I work with take well over half of their overall revenue through their eCommerce website. Getting a migration wrong doesn’t bear thinking

about, which is why we spend inordinate amounts of time making sure everything works seamlessly.

Plan, Plan… then Plan Some More!

So you need a plan and if you remember the immortal words of Baldrick in Blackadder, you’d better make it a ‘cunning one’!

I’m not going to cover changing a domain name here (for instance if you want

or another spreadsheet program quite easily, giving you a full, structured list of the ‘old’ website page URIs. Once you have this, you are ready to marry up with the page URIs from your new website.

This is where it all gets a bit tedious (and why migrating a website can be a complex and time consuming job).

If you don’t know for certain what the URIs in the new website are going to be, then you need to carefully think what the effect of the eCommerce software

“

Migrating one website to another isn’t rocket science, but it does require a substantial amount of planning to get right.

The sad fact is, there is no fast and easy way to do a migration to change from oldsite.com to newsite. com for your online shop’s domain) – that requires special attention and planning, the following guide is for those moving their website to a new eCommerce platform.

Firstly, and I really can’t stress this enough… make sure you capture a full list of the current pages in your website. This means should the worst happen and your current website hosts switch your website off (perhaps because they know you are leaving!) you still have a full record of the pages that were there before.

There are several ways you can get a full listing of the pages in your website, however probably the simplest method is to mine the data from the current sitemap in the website. If your website doesn’t have a sitemap, firstly scream at your current website designer because you should have one, then find a sitemap generator online (type ‘sitemap generator’ into Google, there are many free ones available).

What you need is a full list in .xml format, this can then be opened in Excel

”

structure is going to have on the page titles and work this all out accordingly for each and every category and product page in the website.

What you end up with is a large number of permanent redirect directives which can be placed either directly into server setup files or (on some types of servers) website level files which tell search engines and browsers that the pages they are trying to find have been moved somewhere else. These directives are called redirects and are of the form redirect 301 /oldcategory/oldfile.html / newcategory/newfile (this is an example for an Apache .htaccess file, others are different)

A Redirect?

As its name suggests, a redirect shows any user interested (be it a search engine or a browser) that a resource has been moved somewhere else. For search engines, by far the best type of redirect to use are permanent or 301 redirects.

David Fairhurst, Head of Creative Online Marketing, Intelligent Retail. David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London. Tel: 0845 6800126

This type of redirect tells the search engine the resource that is being looked for has been permanently moved somewhere else and so in theory all of the relevance that the old page has should be moved as well to the new page. In reality, migrated pages do lose some relevance, so rankings may take a bit of a tumble, but if the actual content on the page stays the same and all other factors (like external linking) are unaffected, then rankings will eventually bounce back.

Belt and Braces Finally, when a full set of page level permanent redirects are in place, contact webmasters of the most important links coming into the website and inform them of the change. If links are coming into the homepage of the external

website then this obviously doesn’t need any action (as the homepage URI doesn’t change), however if you have strong links coming into category and product pages this last task is well worth doing.

We normally carefully vet linking pages and have even offered updated, more relevant text for pages linking to our client sites, this increases the relevance of the pages linking to our client’s website and means those links are even stronger.

Migration is something that many with retail websites think of at the last moment.

It’s easy to see that, for those with previous websites, this is something to be carefully planned and budgeted for.

Believe me, search engines will thank you for your efforts, as will your bank manager!

EastCoastNursery @EC_Nursery For Customer Care or Enquiries: 01692 408802 nursery@east-coast.co.uk www.eastcoastnursery.co.uk

“

As its name suggests, a redirect shows any user interested (be it a search engine or a browser) that a resource has been moved somewhere else

”

This issue we catch up with independent nursery retailers to find out what’s hot

John Barker Pramland, Hull What’s your best seller so far this year?

The Buggaboo Chameleon. It is striking a chord with our customers, they like the different ways that you can use it, how easy it is to use, the colour options, the after care. They really like it.

Are you experiencing dads taking a more active role in making nursery purchases?

Yes and no. A lot of the time mums and dads come in together but the final decision rests with mum. The dad tends to use the excuse “It’s not me who’s going to be pushing it.” Dad takes an interest but it’s not a wholehearted interest.

Has there been a difference this year in the way in which your customers spend when making purchases?

Not over the previous year. The last 12-18 months perhaps even two years we have found

our customers have been spending money on more premium brands. They have been avoiding that buy cheap buy twice buying by buying premium strollers, premium furniture, premium bedding and we have found more and more customers who are happy to put larger deposits down or even pay in full there and then. When the recession was at its heaviest we found that people were putting the bare minimum down and paying a little here and a little there. Even then when the goods were coming in it was quite hard to get the final balances out of them.

I think customers are more confident these days to spend the money.

Do you see any specific trends forming during the remainder of the year?

Not particularly. There will always be some trends in terms of colour, that type of trend but it is such an individual industry every mum likes something different. Mums are funny.

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Liz Smart Baby and Child What’s your best seller so far this year?

For us Out'n'About has done well this year.

Are you experiencing dads taking a more active role in making nursery purchases?

Yes definitely. They are more hands on now and with things like paternity leave there is more involvement generally.

When we look at our customer base we have so many men that are doing the shopping in the evenings. A lot of the men will also phone up during the day when they are at work and enquire about products. We get a lot of men who say “I am paying for it so I want to know what we are getting.” I would say that we are getting a lot more interest from men than we used to have.

Has there been a difference this year in the way in which your customers spend when making purchases?

I would say that people seem to be planning more. A lot of people come to us and buy everything in one go. They save up so that they can get the specific item that they want. People tend to be spending more on their items. They are also buying additional, luxury items like Mamaroos, which previously they might not have spent so much on a similar type of item before.

Do you see any specific trends forming during the remainder of the year?

It’s difficult to answer because we have been busy and now we get a lot of people ringing up for advice and information on what to buy. The trend seems to be still towards people wanting travel systems. People want video information and we are happy to supply that.

Susan Pellett Anns Pram Centre & Nursery Store What’s your best seller so far this year?

Shannon Cryder Formula. Jane Trider Extreme. We are quite rural here and it is followed very closely by the Out'n'About pushchair.

Are you experiencing dads taking a more active role in making nursery purchases?

Yes. Dads will come in and do the research before the mum-to-be comes in now. We are a family run business and are quite well known in the town so the men are comfortable about coming in. We treat everyone with respect and we treat the men exactly the same as we would a pregnant woman.

Has there been a difference this year in the way in which your customers spend when making purchases?

We get more higher end customers (and now Kiddicare has closed it has made a huge difference to our business).

Do you see any specific trends forming during the remainder of the year?

On car seats, yes rearward facing has made a massive difference for us. On wheeled goods it has again been high end Egg and Luma – they are all going to be quite good for us.

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Focus GFK

UK Nursery: Strong growth boosts the European trends

A

About GfK GfK is one of the world’s largest research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in more than 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.

To find out more, visit www.gfk. com/uk or follow GfK on Twitter: https://twitter.com/GfK_en 20 nursery today

ccording to the data released

by ONS recently, there has been a 0.5% decline in the number of live births in 2014* as compared to -3.5% in 2013.

This indicates a slowdown in the decrease of birth rates. While the effect of the number of births is clearly visible on the growth of the nursery sector, there are other wide ranging factors that have had an overall impact. Immigration, increased disposable income and willingness to spend on big ticket items being some of the others.

A princess, a majority Prime minister, decreasing unemployment and buoyancy in consumer confidence are clear indicators that 2015 will have a stronger impact on the Nursery sector than the previous years.

As of June 2015, the total UK Nursery market has grown by 14% in value over 2014. Safety and furniture categories have led the value growth in the last 6 months whereas the volumes have been boosted by transport & linen categories.

Within the Transportation category, car seats continue to grow faster than the strollers. While £1 out of £2 is being spent on newborn car seats (Group 0, 0+/1, 1), sales of group 1/2/3 car seats has also seen an uplift.

As for Strollers, Travel Systems remain a popular choice for new parents; however, the convenience of “from birth” Modular strollers is proving to be attractive as well.

In the last 12 months, feeding as a category in the total market accounts for 1 out of 2 products sold which makes it the biggest category within the nursery sector in volume terms. Be it bottles, breast feeding, toddler tableware or highchairs.

Tullika Bhalla, from GfK says, “Feeding is a vibrant category with a 50% volume share of the total nursery market. With the various choices presented to parents for small items like spoons, cups to big ticket items like Highchairs, the pricing seems to offer a competitive edge as does variety depending on age groups. However, for the earlier age groups (i.e. baby stage), it is the problem

Tullika Bhalla

solving and ease of use that is a driving purchase factor.”

Breastfeeding in Europe Latest GfK data shows a strong Europe wide growth in purchase of electrical Breast pumps in the last 5 months as compared to the same period 12 months ago.

In Germany, the value growth of electrical breast pumps was over 70% within the electrical retailers. Not only does this mean an increase in the value share to 66% but also a higher preference for electrical over manual breast pumps.

Within the UK, the sales turnover for electrical breast pumps was double the value of manual pumps. A price increase of 10% has also helped pump the growth up.

For France and Italy, electrical breast pumps are gaining share and have a positive growth story. However, in France, the overall breast pumps category has declined by 10% due to slow down in the sales of manual pumps.

In Russia , the effects of economic crisis persist which means that parents are focusing on baby essentials. This reflects in the 46% fall in the growth of Breast Pumps in the country.

*Source: ONS Births in England and Wales, 2014

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Focus Cosatto

The exclusive Cosatto Wonder.

Sold out before it arrives Cosatto have created something. Something unique. It’s called Wonder and looks set to change things for parents, babies…and you.

T

hey’ve invented a proper pram with a twist of nostalgia for the internet generation - “that childhood idea of a pram that lives in the imagination.” Due to launch in September, it has already sold out. Fast.

Awe and Wonder Given a once-in-a-lifetime opportunity to be part of the Wonder story, retailers were queueing to see it by appointment only at Cosatto’s AW15 preview in June. Emotions ran high, as the retailer comments book shows…

“One word. Stunning.”

“Love, love, love. I could sell them all day.”

“Absolutely in love with the Wonder.”

Their excited response mirrored Cosatto’s excitement over their ‘pride and joy’.

“Thank you. You brought your sense of Wonder. Seems we’re on the same page.” Cosatto

Wonder Roadshow – An Audience with Wonder Wonder has proved to be such a big draw that later this month Cosatto are giving customers the opportunity to see, feel and touch the elusive star by launching it on a grand tour in stores up and down the country. Backed by a unique marketing campaign only Cosatto could dream up, Wonder is also set to be advertised throughout summer into autumn.

Limited Edition Crafted Pram Wonder is exclusive - with only 500 created in each edition. Ever. With Wonder, Cosatto are bringing a new philosophy of handmade creation using traditional techniques combined with the latest technology and innovation. Such craftsmanship takes time.

Bringing their own brand heritage, design expertise and obsession with quality, they’ve been working closely with grand masters across Europe with a lifetime’s experience.

Wonder is an icon for the 21st century with a vintage aesthetic.

22 nursery today

“Over the past decade we’ve been dreaming of creating something very different.”

Mark Swift, Product Development & Technical Director, Cosatto

Flocking to Wonderland Wonder has created a new place in the market by tapping into parents’ sense of nostalgia whilst they aspire to an exciting future with their new offspring. It embodies all our ideas of how a classic pram should be whilst bringing all the comfort, benefits and quality of new technology.

“Wonder’s that storybook pram we were all promised – that we couldn’t find when we grew into parents ourselves.”

Vicky Morley, Creative Director, Cosatto All that dreaming? Looks like it paid off.

The elusive, exclusive Wonder is here at last.

Go explore the wonder at wonder.cosatto.com cosatto.com / 0800 014 9252

Modern Classics for a New Generation Cosatto’s New Travel Systems Designed for Life.

Woop: So Compact. So Continental. So Cosatto.

Now parents can choose one unique unit for one million adventures. Meet Woop, the faff-free 2 in 1 travel system with built-in pram skills. There’s no separate carrycot, just one feature-packed intuitive nest with newborn recline.

Already sparking a frenzy online with smitten parents-to-be asking where they can find one, Woop’s raised the design bar. Using innovative photoprint technology, Woop comes in the flagship ‘Tropico’ design, the pop-art Old Skool and Nightbird, a reinvention of their celebrated Firebird design.

Woop: Lightweight Luxury for Modern Life.

Woop does pram with pushchair portability, gliding into seated from newborn recline mode with two simple clicks when baby’s ready to sit up. Duo-directional, awesomely adjustable and packed with snug stuff, this featherlight flat-folder is drawing in today’s urbanites in search of high-end glossy convenience.

To & Fro: The Talking Point

To & Fro: Carry on the Convo

When is a pushchair not a pushchair? When it’s secretly a travel system in one intuitive unit. Pushchair portable with travel system talents, this from birth multi-tasking umbrella-fold is the happiest hybrid out there.

To & Fro is ideal for parents who want to bond face-to-face with their baby for as long as possible. A lightweight umbrella fold that’s parent facing? Get in! No lifting, fitting and storing extra units, To & Fro is the space-saving, lightweight travel system for city dwellers going places.

Get your order in quick for this season’s stand-out collection.

To & Fro: Joined-Up Journey No need to buy separate pram, pushchair and car seat carrier – To & Fro’s everything parent’s need in that space-saving, compact, continental way.

cosatto.com 0800 014 9252

nursery today 23

COL I N

S

G

AR UL

PATTI

This issue Colin Pattison takes an indepth look at the role of nursery bloggers

ON

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Blogging Success M

y parents’ generation generally respected their parents and looked to them for advice and support, certainly when questions relating to family life arose, it would be a girl’s mother that she turned to and of course a father’s conversation with his son about the ‘birds and the bees’ has gone down in folk history.

My generation had a different view, quite often our parents just had no idea of what we thought or aspired to, the world had changed very quickly and they represented a different era to the one we looked forward to living in. In many ways we wanted to be different from our parents and regarded any advice they gave as the exact opposite of what we wanted to do. Family life with rules such as only speak when you are spoken to, children should be seen but not heard and father’s word is law, are totally anachronistic, and do not even talk about the difference in views created by the Pill and the whole sexual revolution that followed. In terms of nursery product, we wanted to reflect an aspirational lifestyle.

Tradition was out, we talked with our friends and took advice from our peers. If our parents recommended something we refused to buy it, if our friends bought something and like it, we bought one immediately.

Many consumers now aspire to a lifestyle reflecting a celebrity to whom they relate. Lifestyle brands are being lived by people who in many cases have no claim to fame, other than their ability to maintain that fame by continuing to get people talking about them. When print moved to digital many of the blanket recommendations of ‘the best’ became irrelevant.

24 nursery today

Some bloggers are basically just writing a diary of their daily life.

Readers are interested in their story and the symmetry with their own lives. More sophisticated bloggers create a lifestyle, and recommend how to live that lifestyle

Consumers now look for a product which either best suits their lifestyle or reflects a celebrity lifestyle they aspire to. Our wired age means that things move more quickly, and we, as manufacturers and retailers, all have to work harder and more importantly much more quickly than in the past, to keep up with the constantly changing fashion market. So who do the consumer look to now to gain advice on potential purchases?

As a connected generation the one thing current consumers are not short of is information, advice and opinion.

• If you want to know what something is - Google it!

• If you want to know how much something costs – just go to your favourite retail site.

• If you want to understand the companies or products brand value – just go to Facebook or Pinterest and you will see its interaction with its fans and potential purchasers.

• If you want to read about a product – read the reviews, either on Google or via commentators.

Many professional journalists followed the migration of print, and are now bloggers. Equally many marketing and PR professionals give up full time employment and take up blogging or run their own lifestyle site’s on line. The web gives anyone the opportunity to produce something like a micro magazine; this can be aimed at a much smaller readership than a print magazine could have ever supported, but also a much tighter defined readership, who all have very similar interests and who can interact with the writer and other readers.

Readers can of course follow many sites hence defining themselves by who they follow rather than what

they are or do, this partly explains the celebrity culture – I am who I follow not what I have to do and be today.

Some bloggers are basically just writing a diary of their daily life.

Readers are interested in their story and the symmetry with their own lives.

More sophisticated bloggers create a lifestyle, and recommend how to live that lifestyle. Many bloggers start writing as a hobby, others do it when they leave work to have children and some do it as a business. It is inevitable that all these will at some time stumble across the Nursery sector and wish to write about baby products. Obviously, someone writing a diary may well comment upon a product, good or bad, and move on to talking about something else. This may have very little influence on the consumer, but more importantly, there is little we the market can do to influence them.

It is worth noting at this stage that possibly the worst type of blogger, is the one who is shopping for their own use, gets free product from suppliers, reviews it very much based upon their own needs and then releases this for anyone to read, good or bad. This group of bloggers may be influenced by free products, but if they do not like what they are given they will write a very negative review. Of course if a supplier refuses to give stock free of charge they can also expect a negative comment.

Again we as a market have little control or influence other this group.

On the other hand professional bloggers and lifestylers are running a business. They may be selling advertising space on their site, linking to a retail site or perhaps selling product linked to their blogs. So again we need to make a decision on whether to work with them. A good

On the other hand professional bloggers and lifestylers are running a business. They may be selling advertising space on their site, linking to a retail site or perhaps selling product linked to their blogs.

So again we need to make a decision on whether to work with them blog giving a recommendation to a product can give it a major boost, an average blog doing the same thing, may not even be noticed.

Some suppliers work closely with a group of appointed bloggers, and hence hope to influence the reviews, others are happy to supply samples on request – particularly to celebrities in the hope of creating a new trending product and many more have no interest or even understanding of what I am talking about. If you want to know more just type something like ‘Nursery goods blogs’ into a search engine!

An interesting site for the uninitiated would be www.blogersrequired.com Companies can advertise at this site for bloggers to support their marketing initiatives. As an example The Gro Group are currently looking for bloggers to help raise awareness of their winter range of products.

What is the blogging assignment?

We have a wide range of innovative products and with winter fast approaching, items such as our Gro-Light, Gro-Egg and 3.5 tog Gro-Bag’s can prove invaluable.

We are also hoping to spread the word about our new product, The Gro-hush. A unique portable white noise baby calmer that is set to be the next ‘must have’ baby product for new and expectant mums across the globe. This innovative product transmits soothing ‘white noise’ directly to your baby so that only they can hear it, keeping

them relaxed and happy.

Simply tell us how you would like to partner with us and why.

What type of blogs are you looking for?

We are looking to partner with passionate and enthusiastic parenting bloggers who themselves would benefit from one of these products at home. Perhaps you have owned a summer Gro-Bag and would like to try out the heavier tog for winter? Or maybe you are an expectant or recent mum who would love to give the Gro-Hush a whirl. Whatever your reasons, we would love to hear them.

How might you compensate the blogger?

Getting to keep the product How else might you compensate the blogger?

Ongoing opportunities to partner with Gro and become a friend of the brand.

As you can see, the aim here is to partner with the blogger in the hope of obtaining good reviews. As such, this is a better value for money campaign than paying for consumer ads in the press or on-line. Building a community around a niche product or lifestyle brand is very possible and getting bloggers on board, will open this to a wider population very quickly.

Worth considering?

Colin has worked in the Toy and Nursery trade for over 20 years both as a retailer and supplier. He is now an independent consultant advising on sales and marketing issues. He can be contacted at colin@colinpattison.com or by phone on 0773 8568 191.

Regular Retail Profile

Give us a huddle!

This issue Penny Franks had the pleasure to question Sherry Hornagold-Prosser, the founder of Huddle & Bliss to find out a bit more about why they feel more onus should be placed on products made here in the UK.

What was the inspiration behind Huddle and Bliss?

When I had my children I was keen to carry on working but wanted to be able to be at the school gate. Whilst I don’t think a perfect balance exists, working for yourself on the whole gives you the power to make the decision of where you need to be and when. Huddle & Bliss means ‘cuddle & kiss’. My late husband used to ask my boys to give him a ‘huddle & a bliss’….hence this special name.

When did you launch the concept online?

I researched and developed my brand throughout 2007 and launched on line in February 2008.

What drove you to only provide British Made Products?

“

I think many of the large department stores do not focus enough on British manufacturers. They could do far more to promote our home grown businesses.

26 nursery today

”

I wanted to know the provenance of my goods, who made them and where and be assured that their work environment was safe and they earned a reasonable wage. I wanted a high level of quality control with my product range and the ability to visit the factory at any time. Being able to pop up to the factory and develop new products, to touch and feel fabric etc. is essential to me. I am passionate about British manufacturing and enhancing

the national and local economy as much as I can.

Is there a large demand for these within our industry?

Yes an increasing number of parents want to know that a child has not manufactured their child’s clothing.

They understand that British manufacturing offers a high level of quality.

How did you source the huge variety of products that you offer?

I concentrate on my range being ‘quality, comfortable and practical’.

I used my own maternal experiences to provide essential key babywear items that work best for baby and best for mum. My babywear is manufactured under my own label on a local/UK basis. I love to give small start ups an opportunity to showcase their beautiful handmade wares.

The fact that we can embroider baby names on our range means that practical items also become treasured keepsakes.

What percentage of your products are ‘own brand’?

Almost 100%. The only items that are not are toys and skincare.

Do you think we’ll see an increase in demand for these products?

Yes, I think parents are very discerning about what they put next to their baby’s skin.

Do you feel that this is a category that is often overlooked at retail level?

I think many of the large department stores do not focus enough on British manufacturers. They could do far more to promote our home grown businesses.

How do you keep up with current consumer trends?

Our core range changes little as experience shows us that babygrows work best for newborns, however we introduce fresh colours and patterns throughout the year.

You now have a store what was the inspiration behind this?

It was never a plan, but a very local unit became available at a rural retail centre near me and it seemed the next logical step. It also allowed us to provide our baby name embroidery service on a while-uwait basis which is very popular. It also gave us the opportunity to launch a range of local classes such as baby massage and yoga and paediatric first aid which have been a huge success.

How is the shop operating in comparison to your website?

I think retail is changing and more and more shopping is being done online, our click and collect service is very popular. The retail side of the shop is a small element of my business however, speaking face to face to clients and offering a truly bespoke and personal service can never really be replaced by a website.

Do you think we will see more nursery companies bringing their production back to the UK? Certainly high end brands that want to invest in the UK and make the most of the range of talent and craftsmanship that we have here are moving production to the UK. I think it really depends on what your priorities for your brand are.

Finally, do you have any further expansion plans on the horizon?

Our latest launch is Family, Junior and Paediatric first aid classes. We are keen to re-launch our luxury pre-packed labour of love bags and also looking at ante-natal classes with a difference. We are constantly looking for local suppliers of beautiful handmade goods to add to our range.

Red Kite 2015 collection 01454 326 555 www.redkitebaby.com

Focus Made in Britain

British appeal There is currently a huge appeal for products that are Made in Britain, but why? Is it that by carrying this mark it also carries the ‘stamp of approval’ when we look at quality?

With the birth of Princess Charlotte and of course also Prince George, media attention has come back to our shores and with this a stronger consumer awareness to products that are manufactured here.

More companies are now bringing their manufacturing back to the UK and with that hopefully also a boom for our factories.

We spoke to a couple of nursery manufacturers who already see this clear benefit and the overall appeal that Made in Britain product ranges carry.

Nichola Pass Head of Marketing, Silver Cross What is the appeal of British brands?

British brands have always be known to have a distinct yet classic style and have a reputation of delivering high quality products. There is a wide range of different British brands in demand internationally that epitomise this, from fashion like Paul Smith and Burberry, to cars like Aston Martin and of course Silver Cross prams.

Does this appeal extend to countries outside the UK and why do you think this is?

Around the globe, Britain and British brands are as fashionable as ever with quality and trends being at the forefront of decision making.

Do you think we will see a notable increase in demand for British products since the birth of Princess Charlotte?

We have certainly seen a heightened interest in Silver Cross, a British brand since the birth of Prince George and it is predicted that Princess Charlotte will have the same effect.

British events in recent years including the royal wedding, the Olympics and the birth of two royal babies have ensured the spotlight is on Britain and there is certainly a global trend for ‘Best of British’.

Would you say products that carry a Made in Britain statement have a higher perceived quality value?

Yes, we are a country that is known for skilled craftsmanship and this commands a premium.

Do you think we have sufficient British nursery brands in the UK or would you hope to see more entering the arena?

Silver cross remains the only pram manufacturer to actually produce products here in the UK.

28 nursery today

Fiona Smyth Founder, TotsBots What is the appeal of products made in Britain?

In this day and age, consumers have easy access to products that are manufactured all over the world, and they are increasingly interested in where the products they buy are made. Buying British gives consumers the confidence that they are buying a quality item in addition to supporting a home grown business. In line with our ethos, it is hugely important to us at TotsBots that our products are made in Britain. Not only does this allow us to monitor production closely to ensure the highest quality finished products, but it means we can ethically provide jobs for local people too and support the local economy.

Does this appeal extend to countries outside the UK and why do you think this is?

British products have a proven track record in quality, reliability and brand integrity, all of which influence consumer buying decisions on some level or another. In an international marketplace, something identifiably British stands out, especially with the rising popularity of the royals. Our special edition prints to celebrate the arrival of both Prince George and Princess Charlotte were hugely sought after in countries like North America, so there is definite scope for British made brands to stand out in the global marketplace.

Do you think we will see a notable increase in demand for products made in Britain since the birth of Princess Charlotte?

Undoubtedly the Royals have a huge impact on British culture and therefore affect purchasing habits. To celebrate the birth of both Prince George and Princess Charlotte, we created a limited edition nappy, the first of which sold out within a day. The Royals are certainly not losing any of their appeal amongst the British public and of course visitors to the UK, and as their popularity continues to grow, it will only further support consumers demand for British made products.

Would you say products that carry a Made in Britain statement have a higher perceived quality value?

Yes. Consumers are becoming more and more socially minded, environmentally conscious and they care about work ethics and sustainability. Where and how a product is made matters because it can qualify important factors such as safety, quality and ecological standards, which are especially key for baby products. Consumers expect goods to be made properly and to a high quality and a ‘Made in Britain’ label reinforces this. Consumers tend to trust British brands too, as manufacturers have more control over the production process when based in the UK. What about the future, do you think more companies may opt to bring their manufacturing back to Britain?

Manufacturing costs in Asia are rising, not to mention the travel involved, which further increases a company’s carbon footprint. As these costs continue to rise, it will make businesses ask themselves if they should opt to bring manufacturing back to the UK. In our Glasgow-based factory, we currently manufacture nappies for Frugi and products for two other British brands alongside our TotsBots and Papoozle product range. Sharing manufacturing between similar businesses may become all the more popular if companies choose to bring it back to the UK. We’ve already doubled our factory size this year to accommodate the rise in production.

What would you say are the key retailer benefits of stocking products that have been made in Britain?

Over the past few years, more and more consumers want to buy British. Not only do they want to support British businesses and the UK economy, they feel safer buying British. This is significant in the nursery industry as it is only natural that parents want to ensure the upmost quality when it comes to buying for their baby.

M A D E I N B R I TA I N The Balmoral has been hand made in Yorkshire, England since 1877. Each pram is hand crafted in time honoured fashion to exacting standards by skilled craftsmen using only the finest materials and finishes.

Focus Made in Britain

Clippasafe Clippasafe are known for a comprehensive range of safety products that protect babies and toddlers in the home and out and about, but the company started life making safety harnesses and leather products at their factory in Nottingham in 1958. Since then they’ve expanded to sell a range of 15 harnesses and still weave the webbing for them on site in Nottingham. They’ve even been given the honour of creating a harness for His Royal Highness Prince George.

Roger Cheetham, Clippasafe’s Managing Director, talks about the honour of supplying the bespoke item and why it was important that the harness was made in Britain. “We were asked to supply it because of how well established we are and because we’re a British company that produces the harnesses here. The Royal family are very supportive of British manufacturing and it was a real testament to our heritage and the work we still do here in Britain.”

Clippasafe’s factory in the UK employs 35 people. Along with their webbing harnesses and wrist links, they also manufacture their toy hammocks, stroller net bags and safety nets at their manufacturing site in Nottingham.

Tel: 0115 9211 899 Web: www.clippasafe.co.uk

TotsBots As the one of the UK’s leading cloth nappy brands, TotsBots has been at the forefront of the growth in reusable nappies since it launched 15 years ago. Having made the first design sitting on her spare room floor, founder and creator, Fiona Smyth has built up a phenomenal business, which has not only diverted close to six billion disposable nappies from landfill, but is very proud to have kept all design and manufacturing UK based, with its Glasgow factory doubling in size later this year. With all of its multi award winning nappies, wraps and accessories made in the UK, the TotsBots team is passionate about making the world a fluffier place to pee in!

Tel: 0141 778 7486 Web: www.totsbots.com

Grin & Bear Prince Charles has one, Elvis adored his and he got his name from a US president. After Teddy Roosevelt’s act of sportsmanship in 1902 refusing to shoot a live bear was made legendary, his name was forever affixed to the bear and from there the first teddy bear was created.

Many years later, the teddy bear has become an intrinsic part to most of our childhood memories.

Each bear from Grin & Bear is individually hand made, using the finest fabrics after careful research to find the story behind each fabric.

Illustrated is the Queenie Bear £49. Queenie’s personality is out-going, openminded, wise, crazy, funny, loyal, caring, and insightful.

Web: www.grinandbear.net 30 nursery today

Silver Cross Silver Cross is the premier British pram company, founded in 1877, it remains the only company to manufacture prams in the UK. Silver Cross prams are known as the Rolls Royce of prams and have a worldwide reputation for high quality craftsmanship and design.

Silver Cross products are now sold around the world in over 80 countries and include prams and nursery products with innovation and design as key factors.

Silver Cross continue to provide babies with the best start in life.

Tel: 0345 872 6900 Web: www. silvercrossbaby.com

No More Trapped Fingers Door Finger Guards

Happy Hands™

By Cardea

An attractive but effective way to make sure that finger-trapping accidents caused by closing doors on the handle side are prevented.

Protective door finger guards for the front and back of doors

By Cardea

■ Stops children trapping their fingers in door hinges ■ Covers the gap between the door and the frame ■ Self-adhesive – no tools required ■ Full fitting instructions provided ■ Available in white or clear finishes ■ Length: 120cm

Become a stockist of our door safety range To request free samples and pricing call-0161 413 0766 or email info@cardea-solutions.com www.cardea-solutions.com

■ Available in a variety of colours – white, pink, red, blue, green and y yellow.

Simply peel and fit ■ Sim fixed to the door with fixe durable 3M adhesive ad pad Rotate clockwise to pre■ Rot vent the door slamming ven shut on little fingers. shu Rotate back to the 12 Rot o’clock position to allow o’cl the door to close.

Focus Made in Britain

East Coast Nursery East Coast Nursery offer a comprehensive range of mattresses, all of which are proudly made in the UK. Designed to give customers a choice of construction, the range comprises: • Foam mattresses, with a choice of wipe-clean or washable covers • Fibre mattress with a breathable, washable cover • Spring mattress contains a supportive Bonnell spring unit wrapped in dent-resistant foam, with a breathable, washable cover • Pocket sprung mattress offers exceptional support with individual springs, high-grade foam and a breathable, washable cover • All Natural mattress, made with natural coir and wool with a quilted bamboo cover East Coast Nursery are passionate about UK sourcing and manufacture wherever possible, also making their changing mats and highchair insert cushions in their UK factory.

Tel: 01692 408802 Email: nursery@east-coast.co.uk Web: www.eastcoastnursery.co.uk

Britax With more than 40 years of heritage in child travel safety, Britax are proud to produce a range of their most popular car seats in Andover, Hampshire. Britax manufactures both rearward and forward facing car seats in Britain as well as the first class plus and multi-tech II, which give parents either option. The factory not only produces seats for the domestic market, but also exports their seats to the international markets of Britax.

Other seats manufactured in the UK include: Eclipse, Evolva 1-2-3 Plus, Adventure, Max-Way and Max-Fix II.

Web: www.britax.co.uk

Starchild Shoes Starchild was started by footwear designer Janet Middleton in 2000 after the birth of her son focused her attention onto baby shoes.

They specialise in cute soft leather shoes for baby and kids, and they are all still handmade in their Leicestershire footwear factory.

Starchild offer a huge range of designs and colours and in sizes from newborn to 9-10 years.

Recently they started to also offer adult version of their shoes and now have a mens’ and womens’ range also.

The latest collection include a range of Liberty print shoes that have proved to be extremely popular.

Tel: 01530 264254 Email: info@starchildshoes.co.uk Web: www.starchildshoes.co.uk

32 nursery today

Cardea Solutions Cardea Solutions is dedicated to improving the safety and security of people and premises all over the world.

For over 16 years, they have been designing and introducing innovative safety and security products, producing a family of solutions designed to protect and built to last which are enabling young and old alike to feel safe and secure in their surroundings.

Their range of products are manufactured in Britain, including their world class and award winning Fingershield anti-finger trapping devices, to Buggy Lock, a unique solution to buggy and pram theft to their police approved window security shutters, which prevent stressful and costly break-ins and vandalism.

They provide ethical and honest advice on the best safety and security products for your situation; leaving you in no doubt that you can put your faith and trust in Cardea to make your world a safer place.

Their solutions have been installed in schools, nurseries, leisure attractions, health care premises and commercial buildings, preventing accidents and reducing crime, for a wide range of clients.

Tel: 0161 869 6560 Web: www.cardea-solutions.com

Little Helper Create a welcoming environment for new arrivals with nursery décor from Little Helper’s Feel Good Art range exclusively designed and manufactured in Britain. Feel Good Art features a vast range of canvas artwork and diamond-polished momento blocks encompassing different childhood themes such as the top 20 children’s names, animal friend illustrations and heart-warming quotes. The Feel Good Art nursery line boasts bright colours and imaginative scenes nurturing children’s early cognitive development and imagination.

Featuring solid front panels and printed using premium inks, all canvases are sturdy, fade resistant and stand the test of time whilst the momento blocks are glass-like acrylic, diamond-polished and finished by hand to give you a beautiful item for the nursery.

Perfect for newborn, baby shower, christenings, birthdays or simply home and nursery décor, there is something for everyone from Little Helper’s new addition to the family, Feel Good Art.

Web: www.littlehelper.co.uk

Usborne Books

T

he latest addition to the best-selling That’s not my… series is this charming 2m height chart, which will brighten up any nursery. It comes packaged in a sturdy gift box, along with stickers that can be used to mark a child’s name, age and date on the chart – and a gorgeous board book called Taller and shorter, which introduces little children to the important concept of opposites.

Written by Fiona Watt and illustrated by Rachel Wells, the That’s not my… series now comprises more than 40 touchy-feely books, with two book-and-toy gift sets being launched for Christmas 2015.

Last year, the That’s not my… series outsold the books that were published around Disney’s Frozen.

Out 1st November 2015 RRP £9.99 (inc VAT) ISBN: 9781409597360 To discuss terms and to place an order, speak to your Usborne Territory Manager.

Web: www.usborne.com/uksales

nursery today 33

Special Feature Nigel Plested

Made in Britain for China Britain is starting to boom and now is the time to take a look deeper to gain a better understanding of the appeal of products ‘Made in Britain’.

By: Nigel Plested

I

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, and alongside narrative, he now writes and lectures on the subject of parenting and product culture. Nigel can be contacted through the company website www. narrativestudio.com or he can be found on LinkedIn.

34 nursery today

think I need to type this one a little faster than normal. I’m a bit stretched this evening, between a call to the USA and a hasty run around the house to pack, ready for tomorrow nights’ trip to Shanghai for the CBME show. A venue that is a relatively new date in the annual calendar, but one that reminds us that China is not only a place that we visit to get things made, but that it has also become a target market in its own right.

There are some strange quandaries in place, in the world’s second largest economy. It is the origination point for many of the world’s most successful products, (when we talk about manufacturing), whether that’s the most fashionable new wrist gadget, the bikes we love, the plates we eat off, or the garden furniture we lounge upon, and over the years I have walked through factories making all these things. Ironically however, the Chinese don’t want Chinese brands, they favour more expensive, seamlessly marketed, western brands who make their goods on that very same doorstep.

In China you can make most things, there is no lack of infrastructure, resource, machinery or manpower, and it is this cauldron of opportunity that has matured during the last twenty years, evolved from cheap labour and inferior quality to become the world leader in manufacturing knowhow.

Now not all is as good as it seems. Not every factory is great, and in a country bursting at the seams with manufacturing, it can be very difficult to find the right place to make your product. With more choice comes more competition, but also more noise, and more distraction. But what is clear, is that the knowledge exchange that has taken place during those last few decades, has lead to a scenario where

capability and experience has migrated from the brands who brought ideas to China to be made, to be refined and bettered by the companies tasked with supplying them. The agenda has now switched. You don’t go to China for cheap goods anymore, but you go because that’s where the knowledge is.

“

So as I get ready to board that plane, I start to think about the journey that has led me here, and my very first experiences of China, back in the late 1990s when I worked for a company that made things (yes you read that correctly!) in a small industrial unit on the outer fringes of Essex. Burnhamon-Crouch to be exact. I was freshly graduated from a master’s degree and by chance got a design job, and thrown into a world where the things I designed (home wares, furniture and timepieces), had to come together, right there in front of my new office, on the factory floor.

The people who worked the assembly lines depended on the designed parts fitting together as an assembly process.

They also depended on it selling, so that the company could re-invest in new products and markets. They depended on the company’s network of suppliers, from metal spinners in Wales, to timber processing in the Forest of Dean. They depended on the high street names who we were proud to call our customers.

things, and start the beginning of the end for the people who depended on our small contribution to the “Made in Britain” story, out on the assembly line.

It did not seem so strange at the time. It did not seem like the end of something.

The world had changed, and the ideas that surrounded “Made in Britain,” held

Where the “Made in Britain”

was once a local marketing message for the UK at large, it is now a story that has genuine global potential

A year or so into this new world of buyers and margins, I was summoned into the owners office, where, to cut a long story short, I was asked to get on a plane and go to Thailand, India & China. Why? To source things, different

”

no cache, but images of Austin Maxis and rusty prams. At the end of the 90s exchange rates were really good, dollars were two to the pound, and opportunities to make better margins, cheap flights and email, converged to open up the future. And in that one trip where I saw amazing things, and dreadful things, all within a fifteen-day journey, my “Made in Britain”, experience ended. It did not seem to be the end of something, but the start (and I was late to the party…). So as the years passed I worked all over the world, from China to the Arctic Circle designing, sourcing, developing better things for a margin hungry retail sector back home.

And so we come full circle, and the wealth that has been created in China is now hungry for consumer goods in a way that we are, yet they re-import the things that are made on home soil. But

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what starts to become interesting is that this consumer giant, provides the opportunity to sell things, not only that, but make things elsewhere.

Whether that is Murano Glass from Venice, or hand made furniture from Hampshire, the desire for “Made in Britain”, and the potential to reinvigorate that story has never been more interesting. But where the “Made in Britain” was once a local marketing message for the UK at large, it is now a story that has genuine global potential.

Just like the convergence of email, dollar rates, and cheap transportation opened the world up to me in the 1990s, similar things are dictating new circumstances for change. From the global advertising reach of social media, to the ability to self prototype, married with micro global audiences means that new rules apply.

So I am going to get on that plane tomorrow with a different perspective. I will be looking at it

with my “Made in Britain”, head on.

Rather than strollers coming west I am going to look at the opportunities to go east.

We have met several companies of late who are really trying to get the agenda “Made in Britain”, onto the agenda and into strollers and baby gear, and I think the story is a great one, but the audience isn’t necessarily the one they think it might be. We don’t value “Made in Britain” enough in the UK and our dependence on importation is too established.

Maybe in another two decades, the cycle will have come full circle, and we will make strollers, and juvenile products again, with the dedication and knowledge that will come with innovation in the future. We will begin to establish new products, new knowledge and a new landscape of manufacturing in Britain, but for audiences that are further afield. “Made in Britain”? Just Maybe.

®

Scan here

www.obabytrade.co.uk 01652 641491

Focus Feeding Equipment

Feed glorious feed In days gone by mothers would have a small selection of baby feeding equipment or use the same utensils as the rest of the family.

I

t is another thing to add to the shopping list but parents are looking for practical items for baby feeding – items that, for example, can be used in the home and while out travelling.

The feeding equipment sector is growing quickly and expanding exponentially. Indeed, the consumer has never had so much choice with lots of genuine innovation specifically designed to make life easier for both parent and child.

Indeed in the last year, feeding as a category in the total market accounts for one out of two products sold which makes it the biggest category within the nursery sector in volume terms.

Tullika Bhalla , from GfK says, “Feeding is a vibrant category with a 50 per cent volume share of the total nursery market. With the various choices presented to parents for small items like spoons, cups to big ticket items like high chairs, the pricing seems to offer a competitive edge as does variety depending on age groups. However, for the earlier age groups (i.e. baby stage), it is the problem solving and ease of use that is a driving purchase factor.”

36 nursery today

“

“I think there is a lot of pressure on parents to wean their child correctly” Emma Hudson, senior sales manager, Cosatto

It is an industry that allows itself to create trends but trends that are more useful than ephemeral. Chris Clarke of NUK told us: “Convenience is a general trend, suppliers in this sector recognise that success for them comes from their ability to deliver products, which solve problems and make the whole process of breast- and bottle-feeding to drinking from a cup to weaning that bit easier.”

It is that process of weaning the baby onto solid foods that can be problematic.

Emma Hudson, a senior sales manager at Cosatto, told us: “I think there is a lot of pressure on parents to wean their child correctly; there are a million books as well as advice from health visitors, family and friends. I also think there is a certain element of ‘keeping up with the Joneses’.

However, what works for a baby does not necessarily work for a toddler. As they begin to develop their own tastes and even style.

As children get older, aesthetics start to play a bigger part in their choice and that of their parents.

Chris added: “Vibrant designs such as the latest Hello Kitty by NUK Learner Cup really appeal to toddlers, capturing their attention, which can only help when it comes to encouraging them to stay hydrated. Design and fashion of course plays a part in the purchase decision too, if the parents don’t like the designs then they won’t use them and so it’s as much about delivering designs that appeal to the parent as it is for the child.”

At the end of the day, parents simply want anything that can help keep their child safe and comfortably still while mum or dad tries to get them to eat. Items that are easy to clean are as important as hygiene.

Emma Hudson told us: “I like the Cosatto Noodle Supa highchair because it has a central post to stop your child slipping through while you get their harness on. It also has a removable top tray, which you can whip off and clean before your freshly wiped small one plants his clean finger in the fallen splodge of puréed carrot!”

”

One of the main things that retailers need to consider is stock, many of the independent retailers have stopped stocking and in some cases even offering highchairs as they were struggling to sell them against supermarkets and online or national retailers.

Retailers also need to remember that there is more to feeding than just plates.

Flexibility is key, parents are actively looking for products that work at home or while out and about. They’re also looking for products that are multipurpose, for example, it’s much more convenient for parents if they can use the same bowl for warming and feeding.

Retailer Liz Smart of Baby & Child said that potential customers come in for advice and to see what is available. “It is also difficult because it is hard to compete against the big stores. We sell feeding high chairs but we often feel that the bigger companies are better able to cope.”

The needs of both parent and child change as the child gets older. For feeding very young children, it’s more about the parents, for example, they’re the ones using the cutlery for feeding and thus they need extra long spoons that can reach to the bottom of jars with ergonomic handles for comfort but as the child gets older and more independent they begin to want to feed themselves and then a different type of cutlery is needed; smaller, more compact designs that are specifically designed for tiny hands with extra soft handles and rounded edges designed for delicate mouths.

Chris Clarke told us: “A key innovation within feeding and accessories is innovative cups that are designed to make the transition from breast or bottle feeding to drinking from a cup that bit easier for baby.

NUK’s new Magic Cup is one such product and features a 360° spill proof rim that helps children take the big step towards drinking out of a cup by themselves without the need for a spout, or sippy top. It’s also designed not to leak which makes it great for parents too.”

Did you know…

■ Baby bottles with hard spouts date to early in recorded time.

■ The first baby’s bottle consisted of an urn with an opening at one end for filling the bottle, and a second at the other to be put into the baby’s mouth.

■ Elijah Pratt of New York patented the first rubber nipple in 1845.

■ The first glass nursing bottle was patented by American C.M. Windship in 1841.

■ The U.S. Patent Office had issued more than 200 patents for various designs of nursing bottles by the 1940s.

Solution EU to launch Babysafe Solutions EU have strengthened their sales team with the appointment of Pasquale Cappetta as National Account Manager.

Solution EU are well known in the industry for their expertise in private label within the feeding sector.

Pasquale stated: “We play in lots of areas but by far we’re strongest in Feeding. It’s a really exciting time to be joining Solution EU. We’re just about to launch our new Babysafe range of Feeding and Accessories, which hits retailers in the next couple of weeks. We’re keeping the range tight for launch but already have some new initiatives in the pipeline – and that’s what’s so exciting, we have something new coming through all of the time. For instance, we’ve recently launched a new feeding range of Mr Men and Little Miss and its success is leading to us extending the range. With the Feeding category performing so well across the industry we have the ability to meet all of our partner’s needs.”

Tel: 01290 878260 Web: www.solutioneu.com

Focus Feeding Equipment

Chicco Pura Pura stainless steel bottles are the safe and environmentally conscious choice for baby as they are the world’s only 100% plastic free bottle. The bottle & collar are crafted from safe antibacterial stainless steel & the teats/ spouts/covers from premium grade silicone. Nothing migrates in or out.

Also great value for money as they transform from a newborn bottle to a toddler sippy cup, straw cup, water bottle and finally a snack cup; simply by changing the spout/cover.

One Life... One Bottle Exclusively distributed by 2012 Ltd.

Pocket Lunch is a practical highchair offering a solution for meals at homes and away, perhaps on holiday, at grandparents’ house, or with friends. It is a sturdy highchair yet remaining extra-light to carry so it is easy to transport and to store.

With a simple and innovative folding action, taking the highchair on your travels has never been so easy! It folds up in one single action and becomes ultra compact when closed, with a handy carry handle to help you transport it.

Adding to these features, the chair boasts a three-position adjustable backrest so it can be altered to suit both mealtimes and relaxing moments. Pocket Lunch also features a large tray that also has three positions meaning the chair can be adjusted to suit all your needs.

Pocket Lunch offers a wide and comfortable padded seat, which can be used even as your baby grows by removing the tray and simply pushing the chair up to the dinner table. RRP £59.99.

Tel: 01202 303 777

Tel: 01623 750870

Email: info@2012ltd.co.uk

Web: www.chicco.co.uk

Web: www.2012ltd.com

Vital for now, Vital for tomorrow

B

uilding on more than 40 years of nursery industry experience and expertise, father and son duo, Steve and Dean Tollman launched the now award-winning Vital Baby brand in 2005 by creating a range of feeding accessories for little ones. The range was an immediate success and was quickly picked up by a number of popular retailers including Boots, Mothercare, John Lewis and Toys R Us. The brand is now known for quality and innovation and the new generation of Vital Baby products is set to push that perception further in existing product categories and lay firm foundations in product categories new to the brand.

Vital Baby are very excited to be celebrating their 10th Birthday

38 nursery today

with the launch of brand new and striking designs for their innovative range of products.

Not only is there a new design for many Vital Baby products, their customers will notice an exciting change in packaging too which reflects the colourful product design. They are delighted to mark ten years of Vital Baby by launching a brand new design for their innovative weaning and feeding products running side by side with extensive marketing activities including the introduction of their inhouse weaning expert, Dr Rana Conway.

Tel: 01707 262200 Email: info@vitalbaby.com Web: www.vitalbaby.com

ITISH DE BR N

NUK is a registered trademark of MAPA GmbH, Germany

DATION UN FO

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APPROVED

ANTI-COLIC AIR SYSTEM

For further information please contact: mail@nukbaby.co.uk

Focus Feeding Equipment

Obaby Obaby’s brand new Mickey and Minnie highchairs, from the licensed Disney Circles collection, add a bold and beautiful pop of colour to baby’s first meals, bringing bright little Disney smiles to your dinner table.

Surrounding tots with their favourite Disney characters brings a combination of show-stopping style and clever features. Suitable from six months, the PVC padded seat is a breeze to wipe clean and integrates a five point safety harness and foot rest to ensure comfort and safety. The tray provides generous space for messy meals, while the entire chair can be folded flat for storage and travel.

Tel: 01652 641491 Web: www.obaby.co.uk

Cosatto Evolving from Cosatto’s previous Pretzel design, Cosatto’s designers have ensured Waffle is more practical and easy-to-use than ever, all while keeping the company’s distinctive designs.

Available in Cosatto’s stunning Strudel and Pitter Patter prints – Waffle combines the quality of wood with the quirk of Cosatto’s designs, making for stunning results. Suitable from six months to 12 years, the Waffle is a long-term highchair with a multi-position seat and foot rest, along with a fold-away, pop-off tray that allows for growth and up-to-the-table feeding.

Tel: 0800 149252 Web: www.cosatto.com

Yoomi Whether you choose to bottle feed your baby or combine breast and bottle feeding, yoomi has been carefully developed to create a natural feeding experience that is comfortable for baby and convenient for you.

The yoomi self-warming bottle is your secret to getting baby’s milk ‘just right’ and fast. At the touch of a button, yoomi gently warms baby’s milk to perfect breast milk temperature in just 60 seconds. Ideal for warming at night, on the go or at home, yoomi will save you time, hassle and worry, leaving you and baby relaxed and ready to bond.

Following the success of the self-warming bottle, the young British baby brand, will soon be adding to its innovative range of baby feeding products by launching a NEW Electric Breast Pump and Electric Steriliser. With competitive prices, excellent margins and full aftercare assistance from product experts at yoomi HQ, contact Caroline Webb or Morgan East at hello@yoomi.com for more information:

Tel: 01322 220011 Web: www.yoomi.com

NUK Baby feeding brand, NUK, has recently launched a limited edition Hello Kitty collection featuring a 300ml bottle with the acclaimed NUK First Choice+ Teat, which is clinically proven for combined feeding, orthodontic NUK Soothers, which are approved by the British Dental Health Foundation, and a NUK Learner Cup, which is designed to make baby’s transition from drinking from a bottle to drinking from a cup that bit easier. The new range which is available now features vibrant pink/purple illustrations of the much loved Hello Kitty character.

Email: mail@nukbaby. co.uk Web: www.nukbaby. co.uk 40 nursery today

Boon Boon, designer and manufacturer of premium contemporary baby and toddler products makes a stand for ingenious feeding.. Express your personal style with beautifully designed solutions for modern parenthood.

New for the UK market in 2015 is the refreshed Fluid. This uniquely shaped sippy cup is ergonomically designed with a two handed grip just perfect for small hands. An integrated valve system prevents leaks and the two piece design mean it is easy to clean and assemble. Available in two colourways.

Definitely the coolest cup in the cupboard!

Also introduced into the feeding range in 2014, Platter and Plate have quickly become firm mealtime favourites and to compliment its feeding range, Boon has some unique and quirky accessories that are sure to give a kitchen the designer touch. New for SS2015 is Clutch. A unique clamshaped dishwasher basket that is easy to open and close and holds all those teats and lids perfectly in place.

No need to worry about any slipping out into the depths of the dishwasher.

Web: www.uk.tomy.com

Focus Feeding Equipment

Brother Max Brother Max has introduced a new product that will give you all you need to wean little one. This complete weaning set includes: • 6 x 40ml Weaning Pots • 4 x 170ml Weaning Pots • Our Weaning Pots click together for easy filling. Can be placed in fridge or freezer. Pop out frozen food using really clever soft push-through bases. Marker pen included for writing contents on pots.

• Trainer Cup. Soft teat to help move on from a bottle. Learn to drink from a cup with the easy sipper ring. Easy handle for small hands. 4 stages from bottle to cup.

• 2 x Easy-hold Bowls. Perfect for little ones to encourage self-feeding. Easy for parent to hold.

• 2 x Weaning Spoons. Curved easy-grip handles. Heat-sensitive colour-changing.

• Catch & Fold Bib. Bib - washing machine and tumble-dryer safe. Soft cotton mix with side-opening velcro. Flexible and removable crumb catcher doubles as a case for bib and cutlery.

• 6 x double-sided recipe cards.

Web: www.brothermax.com

Joie When it comes to highchairs to suit every lifestyle Joie has it covered! Meet the Joie Mimzy 360, suitable from birth, due its full recline, until 15kg (approx. 3years) it grows with baby right up to seating them at the dining with the family. Its unique 360 degree swivel seat is activated with one hand, locking into four multidirection positions, allowing parents to find the most comfortable and best position to easily feed a young baby. Featuring seven height adjustments and five recline positions, including a threeposition footrest, it allows the child to be in the right position whatever mealtime entails and the perfect partner for every stage of development. A spacious and extra padded seat means baby is sure to be comfy at all times, and for the youngest baby there’s soft newborn insert. The newborn insert is removable and washable, the main seat pad is removable and wipeable. The seat also features a fully adjustable five-point harness for safety. The extra large tray has a one-hand release and three-positions, it also features a full cover clip-on over tray that’s dishwasher safe. The stylish modern frame opens and closes easily in a single motion and the tray stores away handily on the rear legs when not in use. The integrated wheels on the front legs allow for easy movement when needed and its freestanding when folded makes it the ideal choice for even the smallest of spaces.

Maguari Two brand new fabric designs have been added to the popular Bébé au Lait Nursing Cover range. The beautiful Fiori fabric (shown here) has joined the Muslin Nursing Cover collection; perfect for keeping mum and baby cool, these premium, 100% openweave cotton muslin covers are the lightest and most breathable breastfeeding covers available. New to the premium cotton Bébé au Lait Nursing Cover range is the Bali fabric, making a total of eight to choose from.

Ideal for today’s active, stylish mums, the Bébé au Lait Nursing Cover has a rigid, ‘stand out’ neckline, allowing that all important airflow and eye contact between mum and baby, together with generous coverage.

Tel: 01293 592170

Tel: 01889 808 900

Web: www.maguari.com

Email: uksales@joiebaby.com

The Red Kite Baby Co Ltd The Feed Me Trio is a new 3 in 1 Hi Lo chair from Red Kite Baby, which contains a little surprise! For quite some time now Red Kite has taken on board the feedback they have received and designed a Hi Lo chair which also can be used as a booster seat. A very simple detachment process enables users to take this seat out and about to friends and family’s houses so little ones can enjoy their favourite high chair where ever they may be. A modern design with all the functions you would expect of a Hi Lo, the new Feed Me Trio is proving to be a winner.

Tel: 01454 326 565 Web: www.redkitebaby.com

42 nursery today

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Visit www.vitalbaby.co.uk VitalBabyProducts Email info@vitalgroup.co.uk or call 01707 262200 to become a stockist

Focus Feeding Equipment

Little Helper As Little Helper press the button on final production, the team are excited for the launch of the next generation FunPod HighChair and the new FunStation Combination Highchair, set for AW15. Whilst the FunPod HighChair is available with a number of upgrades including a crotch restraint and removable tray, the brand new FunStation Highchair is a modern combination highchair with all the same safety features as the FunPod Highchair.

Available with a choice of cushions, a five year warranty and from £99.99, both highchairs offer multi functionality and value for money whilst looking good in your home to boot.

Add their Oops feeding accessories of cute neoprene bibs in super cute critter designs to ensure baby’s clothes stay clean and dry together with colourful feeding sets, and you’re all set for weaning.

Tel: 01909 561155 Web: www.littlehelper.co.uk

Happy Mummy Baby Cubes from Happy Mummy are the perfect way to prepare and store your baby’s food and provide complete convenience that mums need when weaning their baby.

Each Baby Cube has its own lid which means it is so easy to freeze, defrost and feed individual pots as and when they are needed. Available in 3 sizes to grow with your child - 40ml, 70ml and 140ml, Baby Cubes are stackable, dishwasher and microwave friendly and completely BPA free.

For more information contact anna@happymummy.com

Tel: (0) 203 002 9698 Web: www.happymummy.com

CleverstiX Using cutlery can be tricky for little ones – making mealtime’s hard work for parents – so the award-winning CleverstiX Child Development Cutlery makes them fun with a special ergonomic chopsticks-style pincer design to improve hand-eye coordination, dexterity and eating habits. Intense Fine Motor strength development prepares toddlers for later use of conventional cutlery and handwriting, while parents benefit from less messy and quieter mealtimes!

Like finger extensions, the widened tips make CleverstiX suitable for all cuisines including pasta, chips, fruit and vegetables!

Endorsed by the Science Museum, TV chef Ken Hom OBE, and leading Dyspraxia / Autism Occupational Therapists.

Web: www.CleverstiX.com

OXO Tot OXO Tot’s award winning collection has been created to grow with a child through several different stages of development, and includes a range of feeding and weaning equipment in three vibrant colours. Suitable for 6+months, the divided feeding dish and feeding spoon set are ideal when beginning the weaning process, while the training plate and fork and spoon set help to encourage the art of self-feeding for children aged 12+months. The range also includes sippy cups and water bottles to keep little ones hydrated and a selection of snack cups to keep small tummies full on the go.

Tel: 0114 242 0405 Web: www.oxouk.com 44 nursery today

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Focus Baby Carriers

Carry on baby...

Once parents had no choice when it came to carrying baby but now the world is their backpack

Did you know…

■ Images of children being carried in slings can be seen in Egyptian artwork dating back to the time of the Pharaohs.

■ On-the-body baby carrying started being known in western countries in the 1960s.

■ In the early 1990s, the modern pouch carrier was created in Hawaii.

■ In June 1889, William Richardson patented his idea of the first reversible stroller.

■ The bassinet was designed so it could face out or in towards the parent.

46 nursery today

F

or years there was little choice when it came to transporting little ones. Now there is a variety of ways to carry baby – from outward facing, inward facing as well as being carried on the back.

We spoke to a number of people to discover all about this category. Is it gaining in popularity or is it a finite market?

“

“In the industrialised western world, baby wearing has gained popularity in recent decades due to its many health benefits and practicalities” Sophia Wise of Dinky Dragon

It seems that people are choosing to use baby carriers for much longer periods now. Some parents even keep using them well into their child’s toddler years.

One of the reasons could be because in the big metropolitan cities baby wearing offers parents a lot more freedom in terms of public transport as they can better navigate the system.

Baby carriers are becoming lighter and offer parents more support in terms of weight distribution with a longer product lifespan.

Sophia Wise of Dinky Dragon believes that the practice is rising in popularity. She said: “Baby carriers and baby wearing has been popular with many different cultures for centuries. In the industrialised western world, baby wearing has gained popularity in recent decades due to its many

health benefits and practicalities.”

”

Daniel Lucas, the CEO of We Made Me, agrees: “This product category has become an essential baby item – so it is great to have them on general sale on the high street. And as there is now such a good cross section of products widely available such as baby wraps, baby slings and two-shoulder carriers - meaning there is a greater level of choice for the end consumer.

“They are more popular than ever on a global scale. We are seeing more and more awareness of baby wearing in the mass market. The rise of the sling libraries and the baby wearing consultant is undoubtedly supporting the education of this ‘movement’.”

Retailer Robin Bickford of All4baby in Galway said: “There is much demand for carriers. The change now is that

Pic courtesy of Connecta Baby they used to be for babies up to a year and now they can go up to children of four or even five years of age.”

There are many other factors, which make baby wearing popular. It enables parents and babies to bond closely but also give parents a hands-free solution to better multitask – essential for juggling modern parenting, busy lives and older children.

However, it must be remembered that comfort is important for baby so that he feels secure. Fabric is very important in terms of baby wearing and carriers. You need something that is not going to overheat your baby or rub and irritate their sensitive skin but you also need something durable and washable.

Sophia Wise of Dinky Dragon has a suggestion: “The i-angel is made from super soft 100 per cent organic cotton and also comes with detachable teething pads.”

Daniel Lucas of We Made Me said: “Fabrics are important because whilst they need to feel comfortable they also need to function well, which is why we have used more innovative materials in our new products. Particularly in

our Wuti Wrap, which is the first of its kind in the stretchy wrap category.”

Sophia Wise who is aslo a retailer for i-angel says: “When babies are smaller it is essential that they face inwards as they require more support. Once they are able to support their own head they can face outwards and start to engage and explore the world around them. Having a carrier that offer multi-positions is more cost effective and gives the carrier a longer lifespan. The i-angel gives users five positions in which to carry baby.”

There can be trends with baby wearing as parents and manufactures try to find the “optimal position” and healthiest position for baby to be carried in – front, back facing forward, etc.

What about back carriers? Is this a product that may be bought by dad perhaps?

Sophia thinks that it is: “At Dinky Dragon, we do find that dads are particularly keen on the back carrying option. I think this has something to do with the story ‘We’re going on a bear hunt’ it’s such a classic, and the dad in the story has a backpack carrier.

“

There can be trends with baby wearing as parents and manufactures try to find the “optimal position” and healthiest position for baby to be carried in – front, back facing forward, etc.

“Usually these are a separate purchase but with the i-angel you can change the usage and turn the carrier into a back pack carrier. The i-angel is particularly favoured by dads because the carrier has adjustable straps that are more flexible with a male frame, most carriers are made with a female frame in mind. This is probably why we have won two dads’ awards, most innovative product and best baby carrier.”

Retailer Alexandra Schick has two shops called Milestones in Kent. “We stock very popular carriers that can be worn on the back and we get a lot of people coming in for those.

“I don’t see it as an impulse buy. It tends to be something that people set their minds on. We tend to find that for the first child

”

people tend to go with the wrap. It’s the second child that they use the carrier.”

Retailer Susan Pallett of Ann’s Prams says that fathers are becoming more involved in the buying of items. “The Manduka is a particular favourite among dads. I think it is even called a Manduka so that it appeals to men. It can be used on the back as well.”

Daniel Lucas said that companies are determined to get their products noticed: “Brands are fighting very hard to get noticed in this category by investing in marketing and advertising campaigns, as well as retail support programmes, such as in-store training.”

It seems that this is a category that is very popular and only getting more so.

nursery today 47

Focus Baby Carriers

Baby K’tan The award-winning Baby K’tan Baby Carrier is an innovative blend of a sling, wrap and carrier all in one, providing the positions and benefits of all three. Smart and simple, the Baby K’tan Baby Carrier is a wrap without all of the wrapping—perfect for first-time parents.

Its unique double-loop design is lightweight and compact like a sling, yet supportive like a structured carrier. Offering multiple positions without the need for wrapping or buckling, the Baby K’tan Baby Carrier provides added security for carrying baby and privacy for mum while nursing.

It does not require any wrapping or buckling, simply slips on easily like a t-shirt to comfortably carry baby from newborn to toddlerhood (8-35 lbs).

Machine washable, dryer safe, and comes with a matching sash that converts to a carrying bag.

For more information please contact UK & Irish distributors 2012 Ltd.

Tel: 01202 303 777 Email: info@2012ltd.co.uk Web: www.2012ltd.co.uk

Slumber-Roo – BOBA The award-winning Boba 4G Buckle Carrier is the ideal choice for families looking for a versatile baby carrier that can be used from newborn through to pre-school. Made from 100% cotton and equipped with an integrated infant insert, removable foot straps (to support growing toddler legs), sleep hood and handy pocket to store small essentials, the 4G Carrier with an RRP from £94.50, offers parents and retailers the ideal carrier for active families looking for both comfort and style.

Boba’s brand portfolio also includes the Boba Wrap, Boba Hoodie & Fleece and Boba Air hailed as the world’s lightest baby carrier at only 400 grams, it’s perfect to store in the car or pop in your bag so you always have a carrier when you need it!

Boba Products are distributed in the UK and Ireland by Slumber-Roo who represent six top selling US brands offering over 20 baby wearing products ranging from soft supportive stretchy wraps through to buckle carriers and clothing to keep both baby and wearer snug and warm.

Tel: 01803 782 959 Email: wholesale@slumber-roo.co.uk www.slumber-roo.co.uk / www.boba.com

Chicco The Close To You carrier from Chicco is an innovative new carrier, which ensures parents can feel comfortable and close to their babies when they are on the move.

The carrier has been designed to grow with your child from birth up to 15kg, allowing three different carrying positions to suit your lifestyle and environment. It has been ergonomically designed to help relieve pressure on the back shoulders and abdomen of a parent while allowing you to be close to your baby.

Close To You offers maximum comfort for the baby with an extra padded harness, and a practical bib that is attached to the sternum strap, meaning it is mess and fuss free.

It can be used parent-facing, forward-facing and on the parents back, and RRP is £59.99.

Web: www.chicco.co.uk

48 nursery today

Stokke® Home™ Design by Stokke® Norway, Stokke® Home™ Bed, Stokke® Home™ Cradle, Stokke® Home™ Changer and Stokke® Home™ Dresser.

The little nursery with big possibilities.

Stokke® Home™

Create a special place for your baby - a home within a home. All you have to do is move in.

Stokke Home is a modular nursery line that lets you choose your preferred products and design your individual room setting. stokke.com

Compact

Expanded

From newborn to toddler

Focus Baby Carriers

We Made Me The Pao Papoose from We Made Me Ltd is a brilliantly versatile 3-in-1 soft-structured carrier that is set to revolutionise the face of babywearing. The multidirectional carrier, which is made from 100% soft cotton, enables parents to carry baby in parent-facing mode and on the back, and has also been carefully designed to support the most ergonomically correct world-facing (forward-facing) sitting position ever! Eminently stylish as well as functional, the Pao Papoose is available in black, pebble and lavender, and comes complete with the brand’s signature cyan blue buckles. Thanks to its patent-pending contour adjuster parents can easily adapt the shape of the straps, effectively building the carrier around their natural body shape.

Tel: 01273 320590 Web: www.wemademe.com

Go organic with Ergobaby Ergobaby is available in a variety of fits, styles and designs! We started with our Original Carrier and have grown to suit the different needs of different families.

The Ergobaby Carrier range now includes Organic (a celebrity favourite) - made from 100% organic cotton and performance - thanks to the moisturewicking mesh lining, baby and parent are both able to stay cool while exploring. The Performance is a lightweight baby carrier that can accommodate taller and larger babies in the back carry with its curved shoulder straps.

Of course there is also the Hybrid Wraps which combine the benefits of both woven and stretchy wraps because hybrids are strong, but also stretch due to the special material. It’s made strong 4D Stretch material that flexes in

50 nursery today

four directions, the ultrabreathable, unbelievably soft cotton provides that essential close contact baby craves in those first days and months.

Their Original baby carrier is a classic, tried and true favourite and is a great choice for everyday adventures. The Original baby carrier can be worn in three positions: front-inward, hip, and back, so you’re able to switch it up as baby grows. And with their newly redesigned Ergobaby Infant Insert, it is useable with your baby early in childhood (7-12lbs), until baby has strong and consistent head and neck control, and without an infant insert it is usable up through toddlerhood (from 12-45lbs).

Tel: +353 (0) 1 828 4823 - ext.

104 Web: www.cleverclogs.ie

connectab connectababycarrier b abycarrier

@connectab t aby

connecta_baby connecta baby

big world

big adventures Give your little one a parent’s-eye view of the world with LittleLife child carriers. For more family outdoor and travel accessories, discover LittleLife.

www.littlelife.co.uk

Focus Baby Carriers

Stokke The award-winning Stokke MyCarrier grows with the child, without compromising on comfort and ergonomics for both baby and parent. The unique 3-in-1 carrier allows the parent to keep baby close from newborn stage through to toddler in a comforting familiar rhythm. For the newborn baby, the adjustable seating position supports the bottom, thighs and pelvis using the healthy, natural wide “Happy Hips” position when in parent-facing position. In one easy step, the harness can be adjusted to a narrower leg position when baby wants to face the outside world. From approximately 12 months Stokke MyCarrier can be used on the back where an older baby is then again seated in the “Happy Hips” position. The creative design allows baby to be fastened in the carrier before the parent puts it on thus making it a safe and comfortable solution. Made from organic textiles and available in five colours including brand new deep blue and black.

Also new to the range is the MyCarrier Cool which uses the same breathable mesh technology used for many types of sportswear. Breathable textiles allow better airflow for cooling and transporting moisture away from the body. This helps both parent and baby to stay comfortably close.

Tel: 0049 7031 611580 Web: www.stokke.com

Dinky Dragon 2015 has seen a strong start for Dinky Dragon who are enjoying success with global brand i-Angel. The revolutionary hipseat baby carrier, designed in South Korea is now available on the high street including John Lewis and JoJo Maman Bebe as well as online at www.dinkydragon. co.uk. Sales for the i-Angel have seen steady growth with a record month in June in the run up to summer holidays.

With new designs of the I-Angel expanding into stockists over the coming months Dinky Dragon are confident that the brand will continue to flourish.

Sophia Wise at Dinky Dragon says: “Parents are looking for products that will work hard for them as well as change and adapt as their family grows. The I-angel answers this brief perfectly as its multi-functional, has an attractive price point, but ultimately provides a safe and comfortable way to carry a growing baby. Feedback from our retailers is incredibly positive with the I-angel cited as an unique offering in their existing range.”

Web: www.dinkydragon.co.uk

TOMY The TOMY 3-in-1 Carrier is an all-round solution when it comes to getting about and keeping pace with your baby as he grows. The carrier can be adapted to fit your changing needs - whether feeding, shopping or out on an expedition. With 3-in1 versatility, your baby can start out facing towards you (there’s an extra head support to help), then from about three months, face outwards when you’re carrying her at the front. Or she can travel on your back! All straps are easy and quick to adjust, handy when you’re sharing the carrying with your partner and the dual-side release harness is easy to operate, even without assistance. It’s made of breathable mesh for lightness and added comfort, machine washable, easy-care durable fabric and includes a detachable dribble protector and removable bib. Suitable for babies 3.5 - 9kg.

Web: www.uk.tomy.com 52 nursery today

ERGOBABY EVERYDAY #LOVECARRIESON

MATERIAL DIFFERENCE

™

STRETCH MATERIAL

Our baby wrap is a Hybrid Wrap. Made from our strong 4D Stretch™ material that flexes in four directions, the ultrabreathable, unbelievably soft cotton provides that essential close contact for babies from 3 to 14 kg.

ERGOBABY.CO.UK Distributed in the UK by Clever Clogs Trading Ltd ph: 0800 0518080

Focus Baby Carriers

Connecta Baby Carrier Ltd For Connecta the introduction of the new guidelines in February has led to retesting of their products so that consumers can be sure that the product they buy has been tested to the most up to date standard available. They are pleased to say that their products meet the standards as set out in Technical Report CEN/TR 16512:2015.

This summer their popular Solar Connecta model is available in three new colours; Surf, Sky and Cream. Solarweave is a sun-protective fabric which blocks 95- 99% of harmful UVA and UVB rays. It is highly breathable and non-irritating, even to sensitive skin.

Tel: 01483 419031 Web: www.connectababycarrier.com

LittleLife LittleLife is passionate about liberating parents from the constraints of their pushchairs and the brand’s multi awardwinning range of carriers includes a model designed to suit all types of consumer needs. From ultra-compact and lightweight options to fully featured, outdoor-focused models designed with longer walks in mind, every carrier in the collection is backed by over 20 years of product development experience.

Each LittleLife carrier is created to offer maximum safety, comfort and convenience for both parent and child. Made using premium components for optimum durability and performance, LittleLife’s extensive range incorporates multiple patented technologies including an innovative X-Buckle Harness and clever Anchor Point for easy loading.

Web: www.littlelife.co.uk

54 nursery today

Test a publisher’s statement of circulation. In today’s business climate you can’t afford not to.

Our ABC Certificate provides accurate, independently verified circulation figures, giving you confidence in your advertising investment.

If you want to reach 4514* total average net circulation, then call Christine Contreras on 01442 289930 or email christine@lemapublishing.co.uk *. Circulation figure relates to period from 1st July 2013 to 30th June 2014

The ONLY audited Nursery B2B magazine.

The U.K. nursery trade’s no. 1 magazine

For more information visit www.abc.org.uk or email info@abc.org.uk

Focus Summer Infant

Hello SwaddleMe The joys of parenthood, the first smile, a tiny hand clutching your finger

E

veryday miracles, once in a lifetime moments, and it’s so much more magical when baby is happy and rested. The first years of baby’s life are an exciting adventure that holds new surprises every day. While their needs change as they grow, they always need a great night’s sleep. Summer Infant are committed to helping baby sleep safe and sound, and strive to provide parents with products that will help make having a baby the best time of your life. SwaddleMe are designed to help both baby and parent rest up and enjoy the amazing journey ahead, offering perfect sleep solutions for every chapter, specifically designed for every size and development stage of baby.

56 nursery today

Summer Infant have launched the exciting new brand SwaddleMe, which is trusted by parents around the globe and designed with leading safe-sleep experts. They aim to provide a safe and comfortable sleep for every stage of baby, from SwaddlePods simulating the womb for premature babies to Wearable Blankets to replace loose blankets in cots for bigger babies up to 24 months! Providing a suitable sleep environment is one of the most important things you can do for baby.

SwaddleMe replaces hazardous loose blankets in the cot and helps keep babies safely on their backs which may help to reduce the risk of SIDs. The gentle pressure of swaddling replicates the feeling of being held close to you, meaning baby is constantly soothed even when you are not around. The entire SwaddleMe range offers swaddle wraps that have plenty of stretch and room for baby’s comfort, with adjustable wings, and the entire Swaddle made from 100% cotton.

Stage 1 SwaddlePods are ideal for premature babies, with patented fastening methods unique to the range baby can be securely wrapped to create a cosy, womblike environment, preventing the startle reflect from waking them.

The two way zipper makes for easy nappy changes and repositioning of baby. Stage 2 SwaddleMe Wraps are ideal for new-borns to around 6 months, simulating the same secure environment with adjustable hook and loop wings, providing the perfect, snug fit, even for wiggly babies. Stage 3 Wrapsack’s aid the perfect transition

Did you know?

1. Swaddled babies are more likely than un-swaddled babies to be placed on their backs by parents, therefore adhering to safe-sleeping practices.

2. Keeping your child at a comfortable temperature can have a positive effect of their sleeping, with an optimum sleeping temperature of 18 degrees.

3. Swaddling prevents babies scratching or rubbing themselves as they go to sleep and during sleep itself 4. The safest way to swaddle is to start from birth 5. Many cultures around the world have used this age old Swaddling practice throughout history.

from swaddling to wearable blanket. Comfortably swaddling baby’s arms while allowing for more leg and room movement. The arms-in-or-out design grows with baby as they learn to sleep without being swaddled, and allows them to roll over safely when ready. The final stage of the SwaddleMe journey ends with Stage 4, the Wiggle Blanket. A wearable blanket that keeps your growing babies, from 8 months up to 24 months, warm, safe and comfortable, promoting a sound sleeping. As your babies become bigger and move active they need more capacity to move in their sleep, the Wiggle Blanket allows for this whilst sleeves still keep them warm and give them a feeling of security and comfort, aiding them as they learn to sleep through the night.

SwaddleMe displays a vast array of fun and exciting fashions such as their bestselling jungle character design, along with more fun new characters and designs such as whales, anchors, and even little lions. They also offer more neutral striped/ polka dot designs in pink/white and blue/ white, and of course the classic solids in a variety of colour options. All Swaddles are easy to care for – suitable for machine washing and tumble drying making them a number one with the busy mum! The stunning new sleek and sophisticated packaging of the SwaddleMe range makes these items ideal for gifting, not to mention the availability of multipacks!

“

We are really excited and energised about the launch of SwaddleMe. We anticipate tremendous demand for this new and exciting range and are greatly looking forward to the months ahead.

Richard Trott, General Manger

”

Tel: 01442 2505000 Web: www.summerinfant.co.uk nursery today 57

Focus Baby Gifts

It’s present time Who buys what for the little one and what is regarded as the best kind of present?

I

t’s that time when everyone wants to buy a present – a newborn has arrived and family and friends wants to mark the occasion with a present.

But with such a wide choice what do they buy? There is so much choice and just who spends the most money?

Is it the parents or uncles and aunties or the grandparents looking to spoil their new grandchild.

We asked a number of experts in the field for their views.

Helen Shield from Enesco does not believe that grandparents necessarily spend more money on the new baby “but our general experience is they like more nostalgic brands.”

However, retailer Liz Smart of Baby & Child says that grandparents buying gifts are one of her biggest markets.

“We find that grandparents tend to buy the more expensive items.”

“

“We find that higher value purchases such as heritage style wooden toys, ride-ons or rockers tend to be made by grandparents for those special occasions.”

Matt Hill, Hippychick

”

Sarah Dayus from Great Gizmos agrees: “We feel that grandparents tend to spend more and also look for more sentimental and longer lasting gifts.”

Matt Hill of Hippychick finds that grandparents do spend more but agrees that they tend to buy more traditional presents: “We find that higher value purchases such as heritage style wooden toys, ride-ons or rockers tend to be made by grandparents for those special occasions.”

58 nursery today

Liz Smart is in agreement. “They tend to buy the more collectable items or what we would regard as more luxurious items rather than say soft toys. They spend money perhaps on gifts that remind them of their own childhood.”

Retailer Melanie Holmes of Five Little Ducks said: “Roleplaying toys are good sellers.”

Other retailers speak of the continuing effect of Disney’s Frozen and the impending arrival of Frozen 2.

This is obviously true as some, if not many, presents are bought because the buyer has seen them on television or in an advertisement linked to a franchise.

Enesco’s Helen Shield says: “Licensed gifts are strong across all sectors including baby. Beatrix Potter is a very popular baby brand for us. Disney-branded product also continues to go from strength to strength.”

Traditional toys always enjoy a strong marketing share, but the most popular must have a point of interest to capture and stimulate the imagination of the child such as the awardwinning BoiKido Rabbit Wagon. Traditional clothing such as waterproofs tends to be a necessity as oppose to a gift and sales remain constant year on year.

It would be wrong to assume that the majority of gifts are based on films and television shows as Sarah Dayus points out. “Soft toys in neutral colours are extremely popular. I recently went to a baby shower and lots of people gave soft toys, baby grows and blankets,” she told us.

Soft toys or plush are always popular because unlike toys they cannot get broken or like clothes grown out of.

Helen Shield says: “Plush will always be a major part of any baby collection, Gund has some of the most huggable first teddies, they are very hard to resist.”

Consumers across all special occasions demand quality and value for money. There was a time during the severe economic crisis that consumers were very price driven regardless of the quality.

This means as Helen explains that “Gift Sets have a higher perceived value, we spend a lot of time reviewing and planning our packaging.”

Being able to offer a good selection of baby and early year gifts across a full spectrum of price is very appealing to a retailer as the baby market is always growing and attracts a vast mix of customer types.

Did you know…

■ In England in the 17th-19th centuries, a coral meant a teething toy made of coral, ivory or bone, often mounted in silver.

■ Rubber ducks were first made in the 19th century.

■ The 2007 Guinness World Record for World’s Largest Rubber Duck Collection stood at 1,439 different ducks.

■ The jack-in-the-box originated from the 14th century English prelate Sir John Schorne.

■ The first Wendy House was built for Wendy Darling in J. M. Barrie’s play, Peter Pan.

The Lässig muslin collection

New to the UK market, Lässig’s range of prewashed, multifunctional swaddling blankets, muslin cloths, blankets, bibs and triangular cloths are made of 100% cotton so they’re especially gentle to baby‘s skin. They can be used for various purposes - you can never have enough muslin.

T

he cheerful patterns and fresh colours offer something a little different to baby‘s daily routine.

Thanks to the resilient and easy-care material complying with Oeko-Tex Standard 100, these products can be washed at 60°C, actually becoming softer with each wash.

Muslin cloths & blankets: The classic in every nursery and available in two sizes - a three pack measuring 34� x 34� and a two pack measuring 47� x 47�.

This single layered universal Swaddle & Burp blanket is available in a variety of colours and patterns. Whether at home or on the go, these super soft muslin cloths are a popular, steady companions for parents. The XL muslins are ideally suited as summer stroller blankets, nursing cloths or a changing mat as well as for swaddling babies. The Cozy Blanket is a four-layered, soft and slightly padded blanket measuring 47� x 47� offers enough space for a baby massage or first attempts at crawling. Thanks to its four layers, the cold from the floor is intercepted and baby remains cozy and comfortable. All Lässig muslin Swaddle & Burp and Cozy Blanket come in a beautiful gift box. The perfect pretty and functional gift.

Muslin bibs & bandanas: Lässig offer a convenient all rounder with muslin bibs for girls and boys.

From blue to pink, from green to purple, these absorbent spill catchers are available in lots of different appealing designs.

The snap button fits children snugly and protects their outfits. Bright and cheerful, soft and easy-care, the Lässig three- layered muslin bandanas for babies and toddlers are reversible and easy to close with snap buttons. Thanks to a plain-coloured and a colourfully printed side, they are a fashionable and at the same time convenient alternative to traditional scarves. The bandanas are available in lots of different patterns and colours.

Lässig muslin products are convenient, cuddly, chic and multifunctional.

Dress up at bathtime! from award-winning Cuddledry, these luxurious, supersoft bamboo toddler towels are a real treat – make bathtime full of fun and cuddles!

Tel: 0800 0518080 Web: www.cleverclogstrading.co.uk

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Focus Baby Gifts

BreathableBaby Parents are advised not to place toys in baby’s cot due to risk of suffocation and choking, but BreathableBaby have developed a range of super cute ‘breathable’ toys, all of which are hypoallergenic, machine washable and fast drying ensuring babies sleep safe and sound with a little pal for company.

New for 2014 is the Heritage Collection - a beautiful range of very British fashions using iconic imagery and BreathableBaby have introduced Bella Bird, Rory Rabbit and Sebastian B. Seagull (who also has his own Facebook page) to the collection - gorgeous additions to the fabulous range of classic characters also available.

Email: rhsalesandmarketing@gmail.com Web: www.breathablebaby.com

Rainbow Designs Rainbow Designs will be introducing some gorgeous new additions to their renowned baby licensed character gift ranges this autumn including a Guess How Much I Love You three piece Breakfast Set and a Flopsy Bunny Pullalong in the Peter Rabbit collection. There will also be Wooden Picture Blocks in both the Peter Rabbit and Guess How Much I Love You ranges. The 16 wooden blocks feature letters of the alphabet, numbers 1-10 and original illustrations. As well as these new additions the Peppa Pig for Baby Collection offers activity toys, comfort blankets, bean toys and musical pull downs.

Tel: 020 7572183 Web: www.rainbowdesigns.co.uk

Cuddledry For the times when your customers want just ‘a little something’ for a new baby - the adorable little Cuddleduck from Cuddledry is the perfect package.

Made with 100% natural rubber this is an all-time classic, but with a stylish modern polka dot design so it’s a little bit special. In three subtle colourways, classic beige, baby pink and blue, and packaged in beautiful quality boxes with grosgrain ribbon handle, they really do make an ideal gift.

The natural rubber means these little Cuddleducks are 100% babysafe, and lovely as bathtime toys for play and teething. Unlike traditional rubber ducks they don’t have a hole in the base so won’t ever go yucky, so are not only a cute toy but look stylish in the bathroom too. At just RRP £6.99 they offer that simple ‘pick up’ gift that is quick to sell.

Tel: 01823 323363 Email: trade@cuddledry.com Web: www.cuddledry.com

60 nursery today

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Trade talk

Nursery Today loves to hear your views. This month we speak to key manufacturers and suppliers to learn what’s on their minds.

We asked a number of the industry’s finest their thoughts on the car seat sector, trends and general awareness

Helen Wooldridge Cuddledry Is there a specific area that you feel places additional stress onto your retail partners?

In the last ten years we have all seen a dramatic shift in the marketing mix, with the massive growth and constant evolution of social media. Whilst this offers a huge opportunity to our retail partners, it is also an added stress, particularly for small businesses. This is due to the fact that it requires constant management and daily input, and cannot be ignored for businesses wanting to compete effectively in today’s trading environment.

It is also something which is an ‘add on’ to the more old school marketing methods – things like advertising or PR – rather than replacing them, so it adds to workload and the need for skills and knowledge. We know from talking to our retailers that everyone feels it is something they ‘should’ be doing, but many are not clear on how best to harness it to actually achieve the fundamental goal of driving sales.

How do you offer to assist them with regard to this, what assistance can you offer?

When we meet our retailers or chat on the phone, this is frequently something we discuss. We don’t claim to be experts ourselves but what we have learned we make sure we share, and we have many retailers where we ‘skill share’ with each other regarding different social media strategies, which is really valuable for all of us. We also try our best to make it easy for all our retail partners to promote the Cuddledry products the range via their social media channels in ways which will trigger sales.

For example, we create ‘social media friendly’ images every week – product photos with captions, collages of images with special themes, funny images from photo shoots that can be used in caption competitions, and we also have adapted our photography/artwork style completely to support what is popular with social media platforms such as Pinterest

and Instagram. We store all these images in carefully organised web based files and share these with our retailers so they can download and use any of them at any time. We send emails out to our trade partners every fortnight and often these will highlight new marketing materials we have created and how they can use them. We also do our best to feature our retail partners in our own social media activity. For example, if one of our retailers is holding an event, a competition or a sale, and they advise us or we spot it, we will always share that via our own Twitter feed or Facebook page so that we extend the reach of what they are saying, and share our audiences.

How are you helping to drive brand awareness to the consumer?

Keeping the Cuddledry brand and the status of our flagship product - the Original Cuddledry Baby Apron Bath Towel - front of mind with our target consumer, is at the heart of our business. We are hugely fortunate in that peer to peer recommendation for this product in particular is incredibly strong, which keeps brand recognition very high, but we do of course use a whole raft of classic and new marketing strategies to drive brand awareness every day (lots of trade secrets we can’t share here!). We have always tried to support retail partners through carefully targeted liaison with local antenatal and postnatal groups, so that we can achieve regional brand awareness. Then we can point consumers to our list of retailers in that area. We also ensure we attend as many Baby Shows around the country as is viable for us, either as Cuddledry Ltd with a dedicated stand, or in partnership with our retailers, to take the brand and products face to face with consumers.

Chris Clarke UK Marketing Manager - NUK Baby Is there a products both in terms of product specific features and aesthetics, wherever area that possible we strive to minimise item you feel code and barcode changes. For places most retailers excess stock holding additional stress is also a significant issue, we know onto your retail they want fast moving stock and partners? thus achieving a quick sell through We know that for most retailers is vitally important, which is why changing individual product codes increasingly we are channelling and barcodes on their various investment into marketing activity systems can take time and cause both in-store and on the actual significant inconvenience and thus retailer websites in order to raise whilst we continue to evolve our

62 nursery today

consumer awareness and drive the sales through.

How are you helping to drive brand awareness to the consumer?

Traditional and digital advertising is great at communicating the benefits of the brand/product but it doesn’t remove the ‘customer risk calculation’ of purchasing an unfamiliar product and thus for us as a brand that is still growing here in the UK, sampling is our chosen

way of both raising consumer brand awareness but also crucially encouraging consumer trial and purchase. We undertake sampling activity in collaboration with our key retail partners but also at the major baby and toddler shows.

Additionally we are investing in awareness activity to target our consumer in the early stages of pregnancy through a program of marketing activity in the prenatal and maternity clinics.

20th - 22nd March 2016 Harrogate International Centre

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Trade talk

We asked a number of the industry’s finest their thoughts on the car seat sector, trends and general awareness

Mark Nicholls Co-Founder - The Little Green Sheep.

Is there a specific area that you feel places additional stress onto your retail partners?

It is important to remember that each retailer is different and therefore require different levels of service and support from brands. In our experience, we have found retail partners have been frustrated by a lack of support, which is bespoke to them.

How do you offer to assist them with regard to this, what assistance can you offer?

At The Little Green Sheep, we are working on a much more integrated approach to support our retail partners. We are focusing on working closer together, being flexible and supporting retailers the best way we can. We are aware that one size doesn’t fit all, so by listening to the individual needs of our retailers, we can ensure we provide the right level of support, which goes further than just in store. As more and more customers turn to online, we want to assist retailers with driving customers to their websites too. We are working on a website health check service, which is a system to recommend suggestions to help alleviate the pressure of online and maximise sales with their store. We will also provide banners and graphics for them to use, as well as support for their store through our own social media platforms. We are also willing to support with promotional consumer activities, such as competitions. It is in our interest to support our retail partners, and we are committed to listening to concerns and coming up with ideas in a collaborative way and ensure we stay proactive and engaged to drive sales.

How are you helping to drive brand awareness to the consumer?

With the launch of our new brand Snüz, as well as the re-launch of The Little Green Sheep, now is a crucial time to drive brand awareness. To ensure the best impact with our consumers, both our brands will receive significant marketing support with very targeted campaigns tailored to our target audiences. We are doing this in a number of ways, including mass awareness advertising with leading parenting titles such as Mother & Baby magazine. We are also working really hard to build more personal relationships with our customers. We are doing this through activities such as working with midwives to gain their support, building up an influential blogger network to support and endorse our products and social media campaigns and competitions. We also think brand partnerships are vital. We have been working with the Lullaby Trust, a charity extremely close to our brand, and this association is something consumers truly trust. Overall we think an integrated campaign is best for building brand awareness and covering all bases. With online becoming a more prevalent space, our digital presence is more important than ever before.

64 nursery today

Josie Giles Obaby Is there a specific area that you feel places additional stress onto your retail partners?

A specific area we’ve found that places additional stress on our retailers is definitely customer complaints and issues. On the rare occasion something goes wrong with one of our products, we know that our partners can often find it stressful as well as time-consuming going back and forth with customers, who can often be upset, to find an appropriate resolution.

How do you offer to assist them with regard to this, what assistance can you offer?

Our brilliant free 5 year guarantee provides our retail partners with peace of mind when purchasing our products. It allows them to offer their customers long-term security against manufacturing defects at the point of sale, while the terms and conditions mean that users are able to approach us directly, lightening the work load of our retailers.

How are you helping to drive brand awareness to the consumer?

Over the past 12 months we have focused heavily on expanding our brand awareness through a range of marketing methods, in particular through various social media platforms. We have been utilising popular apps and websites such as Facebook, Twitter, Instagram and Pinterest to interact directly with our customers, gaining feedback and opinions, sharing photographs and running competitions and giveaways. It’s in particular helped us expand how reachable we are to users with queries and questions on our products, for example by running a live Q and A session every Wednesday on our Facebook and Twitter where our Customer Service team are available to help.

It’s good to talk!

Contact Penny Franks for a chat on 01442 289947 penny@lemapublishing.co.uk if you would like to be included in our next issue.

Talking Shop with NSG By: Yasmin Ali, Babyland Yasmin m Ali mi

T

his month’s editorial is super interesting - we are asking suppliers what they feel are the largest problems for retailers. Well, most of them ARE retailers themselves, so they should know!

Problems we face - here are some of them! Contrary to what many suppliers think, for a bricks and mortar store, every day presents its own challenges. An over saturated market; high overheads; constantly changing consumer habits; other retailers who think it’s OK to discount products into oblivion – and seem to get away with it; how accustomed the consumer is to deals and bargains – putting off purchases; scouring the country (the NSG bears testament to this) for a bargain.

Also, COMPETING WITH OUR SUPPLIERS; the internet; the nationals (Ugh don’t get me started); the inability (thank you competition laws) to fix prices or enforce RRP – and of course going back to the ones hell bent on sending products into the spiral of oblivion. There is the lack of control over offenders.

What can suppliers really do? How many accounts do they actually close because of breach of contract? Not many…

Is it an oversaturated market?

Over saturating the market can be fatal for suppliers and in turn for us retailers. Customers will go from shop to shop, website to website looking for something different - yet there are certain products that everyone has!

We are all guilty of stocking them what’s that all about? IF this product is everywhere is there any way it can do well for us all? No supplier wants to

be missed out, they want to be seen as a brand to have, as one that is known and trusted by all retailers. In reality price wins. It depends on area but how low will you go…where do you sit on the business suicide scale? It’s a huge problem. The solution is also fairly simple: specialise. Get rid of products that are saturated in your area or that you feel are saturated in the industry.

Do you really need it? I LOVE my job!

Identifying a problem, discussing its roots and presenting a solution.

I think what many suppliers lose sight of, and what retailers even tend to overlook the importance of is that when we buy into a brand, we take some degree of ownership of the brand and the products. We ENDORSE the product, give it a personal recommendation. When we sell to a customer, we sell them a brand WE have invested in; something we have faith in. It is certainly not the same with the nationals and supermarkets. Their shop floors are decided by some buyer from H.O somewhere. We are the shop floor, we are the buyer. In turn then, we are the face of their brand. This realisation should reverse the question altogether…what problems do suppliers face?

On almost every level now we are competing with our suppliers; they’re selling on eBay and amazon but not allowing us to. We know, as do you all that no matter how many outlets you have, you make your money from your indies.

In June, Sweden with Emmaljunga was a lovely experience for Roxy and myself. Again we would like to thank them for their hospitality. We really liked the new colourways and can’t wait to get them in. This is a supplier who doesn’t have a huge UK presence, but still chooses to sell

“

Over saturating the market can be fatal for suppliers and in turn for us retailers. Customers will go from shop to shop, website to website looking for something ‘different’ – yet there are certain products that everyone has.

”

through key selected independent retailers only - suppliers please take note.

I also recently visited Mamas & Papas. I was impressed with new furniture and bedding ranges - I’m also looking forward to their new promotion system and order dating.

Keeping your indie retailers in the loop is definitely a step in the right direction. I’m glad they are trying to turn it and include us. Phil & Teds/ Mountain Buggy have managed successfully so far to do this - going back to basics, building up the team and it’s been slow but seems to me to be working. I for one have great confidence in these brands that a few years ago seemed doomed! Mamas & Papas and Phil & Teds are pioneers in their fields – Mamas new lines

are classic, the new Once Upon A Time gave me the same buzz as when we first took on the brand, pure excitement. Some SS16 lines I saw….I’d love for Christmas…please!

Stunning! Phil & Teds, I’m coming to get you next week!

Despite it all, these companies realise that we are their storefront. I’m talking signage, stands, brochures, POS, tshirts, mugs, pens.

An in store presence, a real buy in to their retailers. Emmaljunga have done the same with a touch screen computer, iCandy with lovely stands for some retailers - we LOVE ours.

THIS is what retailers need, an investment from suppliers, because floor space is money.

SUPPLIERS! HERE IT IS! Leave the selling; the shops; the headache; the hormonal rants; the blackmailing families; the “my uncle is a joiner” or “my dad is an engineer” - leave the retail stress to retailers. Get away from online only. In this industry, they serve no purpose, and are to the detriment of us all. INVEST in your retailers – this will go some way in building TRUST, something which many suppliers have lost with us indies over time. The NSG like it or not, has given us confidence and a voice… listen to it!

PS. Indies I’ve just taken on Nova Harley bags. STUNNING range, fantastic quality, gorgeous colours. Handbag style, that actually have the right amount of space to use as a baby bag! Not unrealistic pricing. Distributed by Bebelephant – speak to Elliot. They also have a few other lines, I ordered teethers and a cute banana toothbrush - all well received so far.

yas@babylandfife.co.uk nursery today 65

Special Feature Social Media

Nursery brands it’s the right time to find I didn’t d d ’ plan l to buy b a Pliko l k Pramette in 2005…it was just something h that h happened…but let me rewind a little first.

By: Ross Hewitt

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Ross Hewitt, Managing Director of Secret Pie and author of ‘Savvy Social Media’.

Ross began his digital marketing career in 1998 and had his first foray into the nursery industry as Head of Marketing & Ecommerce for Silver Cross in 2008. He set up Secret Pie in 2010 and has been helping clients get found and loved online ever since.

hrough my formative years I started off wanting to be Luke Skywalker, then Gary Lineker after the 1986 World Cup (so I needed the same brand of boots he wore). Moving forward a few years I developed a desire for Zildjian cymbals in order to become the world’s greatest teenage drummer, and spent bowling alley wages on Fahrenheit aftershave when I noticed that girls existed.

Girls didn’t work out, so I went back to Star Wars and carried on (secretly) wanting to be Luke Skywalker in my early twenties whilst the more realistic dreamer in me hoped to one day be able to afford Ping golf clubs, drive a Land Rover, and wear DAKS suits and Calvin Klein pants.

Three of those still elude me, but those late 1990s CK pants were comfy.

Too much information, I know, but the subtle and persistent growth of my own emotional equity in brands had clearly begun at a young age and grew exponentially as time marched on, as it did and does for all of us.

From early childhood UK consumers are exposed to hundreds (maybe thousands) of marketing messages each day and brands become embedded in the brain and desired as they grow older and then lots of them find out they are going to be a parent for the first time…

Suddenly there is a brand blind spot I haven’t met anyone yet who, in their teenage years, knew the pram or nursery furniture brand they would eventually want when they became parents. In fact, having looked into it in more detail recently, I don’t know anyone without children who doesn’t work in the nursery industry who can name more than one or two nursery brands off the top of their heads (retailers excluded as Mothercare often gets mentioned just

66 nursery today

before the blank faces appear). and made me a cup of tea and gave Those two words, “I’m pregnant,” advice on what life with a newborn opens up a whole new industry that would be like and I was hooked. I walked needs researching and understanding out of there with a receipt for a Pliko quickly, and from scratch. I believe there Pramette and a full furniture set. is a six to 12 week window where a It was the first brand during this initial nursery brand needs to get in front of three months that effectively said “Sit newly pregnant consumers to stand a chance of winning their hearts and Those two words, ‘I’m pregnant’, minds.

The trick is though opens up a whole new industry that that the brand needs to needs researching and understanding get in front of them in an engaging, supportive and quickly, and from scratch. I believe there memorable way. It’s not is a six to 12 week window where a about discounts; it’s about education and building nursery brand needs to get in front of trust so be like Jesse J and newly pregnant consumers forget about the price tag for now. In fact, forget the warbles of a popstar, and focus on the sage advice offered by the with me, let me help” and there is power quite remarkable Katherine Barchetti in that, but nursery brands need to learn from Pittsburgh. ”Make a customer, not to harness it better. a sale”.

In 2015 it’s easier for first time So, back to my 2005 Pliko Pramette. parents-to-be to do their research online I didn’t have a clue where to start but the brands are appearing too late in when “I’m pregnant” was uttered. Star the game. The online parenting space Wars hadn’t prepared me for this. There that was so up for grabs just a few was no Facebook to turn to...well, there years ago now firmly belongs to the big was Facebook but who the click used retailers and the media owners. Test it it in 2005 over here? The vast array of out – do a search in Google for ‘what #journofriendly mummy bloggers were pushchair should I buy’ or ‘what do I need still a couple of years away. Consumer for my first baby’. parenting magazines helped a little, but 99.9% of people reading this article they often contradicted each other. It was will represent brands and retailers that a confusing time, and because American do not show up in such search results Golf Discount stores and HMV didn’t sell and you can do another 30 of them and pushchairs I was out of ideas. that outcome will persist.

Then I walked into a very well Do you capitulate, or do you come out presented and downright lovely Mamas fighting? & Papas store (remember, this is 2005).

This online space is still up The lady who worked there showed me for grabs and a cunning blend of everything, and explained everything, content marketing and search engine

“

”

time to write optimisation can get you found early on in the research phase and like I said, there is power in that.

Start writing people; get busy with the articles already. Look into the heart of your brand and pick out the values that you are most proud of, then look at your ideal customer profile. Who do you want to attract and what do you want them to know about you? What do you think they need help with?

Publish the content but make it less about your product and more about knowledge and problem-solving. Give

some of your brain away for free and you have a chance of winning some hearts in return. Share the articles across social media, include them in your email newsletters, make a ‘how to’ video or publish a free ebook…your mission is to give the best answer to the questions that your ideal customers ask.

Sounds like hard work? Well it is, and it takes time.

The alternative is that you sit back and let the Daily Mail and Argos teach parenting newbies about what nursery products they should buy…

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nursery today 67

Focus Golf Day

und flavour with Kind An international as om Th d an er ck Be Jugend’s Mathias s men ir’ Fa gate Nursery Postert with Harro wson Da y Ra w, on Anslo of the moment Sim and Adrian Sneyd

r, Andy Crane, Babystyle’s Stuart Walke son llin Dave Brown and Kim Ro

An international affair The 17th Nursery Today golf day, held at Staverton Park, was a fantastic opportunity to mix a little bit of business with pleasure.

A s Carter, am of Chri te A D JM The Lester and rker, Chris a B k ic rr e D ght David Wri

Jan and K elvyn Mark etis with B and Richa ub rd Trott of Summer In ba Naish fant fame 68 nursery today

s the only golf day in the nursery industry, our 17th tournament took on an international flavor with Thomas Postert and Mathias Becker from the Kind und Jugend show taking part.

It was great to see a team from Dorel taking part and a BIG welcome back for Derrick Barker’s JMDA team.

Following Britain’s warmest day that saw temperatures soaring to 37 degrees, thankfully as the players began our morning nine hole Texas Scramble the weather had dropped 15 degrees or so to a more manageable temperature that saw some excellent scores.

The boys from Premier came in with the winning Texas Scramble score of 27.4 with a net three under. Team Smiffy’s were second on 29.1 with BabyStyle 3rd on 29.6.

With the weather getting warmer, the afternoon individual Stableford, team four-ball and yellow ball got underway.

Team four-ball was won by Smiffy’s Simon Smithers, Ross Johnson, Phil Hewlitt and Sam Bucknell with 123 points. Second on 119 points were Premier’s Rolf Hunt, Scott Pollock, Nick Crispin and Eddie Brady and third again on 118 points BabyStyle’s team of Andy Crane, Kim Rollinson, Dave Brown and Stuart Walker.

The Yellow ball competition certainly has a habit of concentrating the mind, as the whole idea of this competition is to keep the yellow ball in play throughout all 18 holes. If a player loses the yellow ball, then there are no replacements.

Clear winners with 38 points were BabyStyle’s team, closely followed by Chicco’s Jon Tilley and Jade Logistic’s Richard Gill and Ross Hewitt with 35 points.

Of the 11 teams, five managed to retain their yellow ball.

It isn’t only humans who play golf as these three ducks couldn’t have played any worse than me!

The individual Stableford has been held by a BabyStyle team member for the last few years and so it proved to be again with Kim Rollinson playing off 10 winning with 40 points, a close

Our longest drive and nearest the pin winners

The Dorel team of Jo hn Clark, Iv McCulloug an h, Mick Lo wry and S teve Howe ll

second was Jon Tilley also off 10 and 3rd Phil Hewitt on 38 points.

Kim also won the Best Gross trophy with 77 as our various pictures show.

Nearest the pin on the 12 was won by Rolf Hunt, nearest the pin in two on the 18th went to Kim Rollinson and the monster longest drive to Ross Hewitt.

With a complimentary bar throughout the day, the evening barbeque was eagerly awaited for our famished golfers.

Some non-golfers may feel that golf days don’t feature very highly on the must-attend Richter scale, but for top networking opportunities and industry camaraderie these days can’t be bettered.

42 golfers on the day totally agreed!

My thanks to Ian Jones for his help in scoring all of the cards and the meticulous way in which he presented the winners.

Thomas and Mathias you will be most welcome next year as will all of our golfers.

We may consider changing the venue for 2016.

Kim Rollinson had a great day’s golf winning both the individual Stableford, best gross, and being part of the yellow ball team winners

The Yellow Ball team winners from Baby style

Jon Tilley (Chicco), Ric hard Gill and Ross Hewitt of Jade Logis tics nursery today 69

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Maguari Bébé au Lait has launched a set of three premium muslin blankets, all in delicate colours with co-ordinating patterns, allowing mums to literally surround baby in comfort! The luxuriously soft and ultra-breathable Muslin Swaddle Blankets come in a handy set of two. They are perfectly sized for a snug and secure swaddle but also double up as a useful sunshade cover over a buggy or car seat. The Muslin Snuggle Blankets are generously sized, light and airy nursery blankets made from four layers of premium quality, open-weave cotton, keeping baby warm without overheating. And last but not least, the double layered Muslin Blankies are available in sets of two and offer ultra-breathability and softness - perfect for stylish tots to take out and about!

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In the September issue of Nursery Today we will include the following features and show previews: Monitors Travel Systems Baby/Childrenswear/ premature babywear Baby shoes Branded & Licenced products Kind Und Jugend preview ABC Expo – Las Vegas preview Copy deadlines: editorial 7TH August Advert creatives: 14th August Call Christine Contreras on 01442 289936 or email: christine@lemapublishing.co.uk for more information.

BUYERSDIRECTORY

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i-Gemm™ infant seat ECE R129/00

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