Nursery Today August 2021 by Lema Publishing

AUGUST 2021 ISSUE 11 VOLUME 24

contents Re g ul a r s

6 News r Profile 16 Retaile roducts 47 New P r Snapshot 48 Supplie by Products 50 The Ba Association

p38 Contributors

the team

14 FanFinders FanFinders share the keys to having content that increases brand awareness, drives engagement and creates devoted customers.

Editor Penny Franks penny@lemapublishing.co.uk

22 Barking Mad

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Pramland’s John Barker focusses on the three P’s - Pandemic, Pingdemic, Price Increases

Sales Assistant

43 The Insights Family Founder & CEO, Nick Richardson takes a look at the various media channels used by parents.

Marian McNamara marian@lemapublishing.co.uk

Production Director

46 Retail Matters

Paul Naish paul@lemapublishing.co.uk

Production

Online4baby’s Managing Director Christy Foster takes a at the importance of bricks and mortar stores on our high street

Rick Vickers rick@lemapublishing.co.uk

Features

Managing Director

26 Feeding & Accessories

Mark Naish mark@lemapublishing.co.uk

38 Gifts 44 Meet the PR’s

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Cover Story

Robert Thomas robert@lemapublishing.co.uk

10 Allison Baby

International

p26 Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

34 Kind Und Jugend 36 Retailer Profile

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editor’s letter Time to consider entering the BANTAs or Concept & Innovation Awards - see page 50 for more information

www.nurserytoday.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

elcome to the August issue. At last be more eco friendly, wanting their children to life appears to be returning to understand sustainability and seeking to give their normal with the lifting of restrictions little ones a better planet for their future. and a change to the self isolating FanFinders surveyed over 3,000 parents via their rules for those who have been double vaccinated. Your Baby Club network and according to the Hopefully this will ease the new word of the responses received, 86% of families have some interest moment - the pingdemic! in owning an electric or hybrid car in the future and Another hugely popular word over a third expect their next this year has to be ‘staycations’. “We are hoping that vehicle to be electric or hybrid. So many families this year have However, for this switch to happen chosen to holiday here in the UK we are now moving it would also appear that at present as to travel abroad can still carry towards a period of price is the main issue with 89% huge additional costs and the stating they would buy an electric rules can be confusing on what stability but in the or hybrid car if it was the same the processes are to be able to price as a petrol car. Given this meantime, we will travel and to where. This has information, it might be fair to state continue our meant that staycations appear that parents are also looking more to have risen in their popularity. closely at the eco-credentials of commitment to our This is great news for everyone products, so perhaps now is the in the hospitality sector and of customers, ensuring time to think about carbon course perhaps also those in our footprints, eco-friendly product that they can industry as families seek ranges, packaging, etc? products that will assist them maintain stock levels Talk is also extremely prevalent while away from home. at present within our industry in order to feed News headlines have also sector on shipping costs and stock appeared to not be so focussed delays - which effect everyone. The through to the on Covid, but on the Tokyo good news is that brands are consumer.” Olympics (huge well done to looking at ways on how to manage Team GB) and the current effects David Welsh, Allison Baby these within their businesses (turn with regard to climate change. to page 48 where we discuss this in Talking of climate change, FanFinders have recently Supplier Snapshot this month) to try to assist and given their research findings on parents attitudes retailers demonstrating a level of understanding as to towards electric/hybrid cars. While the car itself may the rationale behind these inevitable increases and not seem nursery related, the findings in my mind are stock delays. However, conveying this to the consumer perhaps illustrating that new parents are starting to is somewhat more challenging. As John Barker states

Time to focus on feeding? Turn to page 26.

Gifts galore over on page 38

in his article this month “We have started to make parents to be fully aware of the potential for more price increases and further delays. Unfortunately many customers assume this is a sales technique and choose not to heed our advice to order sooner, rather than later.” You can read John’s article by turning to page 22, where he discusses the current three P’s, Pingdemic, Pandemic, Price Increases. You will notice this month that our cover hero is Allison Baby. 2020 was a challenging year for the parent company of Joie, Nuna and Graco. Although last year was a difficult time for the company and of course many in our industry, the organisation rose to any challenges presented to them and has experienced its seventh consecutive year of growth and also expanded its product portfolio with eight new launches and a new sub brand being introduced. Allison Baby Ltd’s Managing Director, David Welsh comments in the article: “Even in these difficult times – with the Global Pandemic and the subsequent impacts on deliveries - the group has continued to go from strength to strength, with a 35% increase year on year. “We are hoping that we are now moving towards a period of stability but in the meantime, we will continue our commitment to our customers, ensuring that they can maintain stock levels in order to feed through to the consumer.” Simply turn to page 10 to read more. On a final note, Harrogate Int. Nursery Fair keeps delivering the good news - a fifth hall has been announced for the October event. Perhaps now is the time to create our own set of P’s - preparation, pre-register, peruse product! I for one am now chomping at the bit, ready to leave the starting gates and getting set to head to Harrogate!

nursery today

news

Sponsored by

CarGoSeat reveals survey results

Car booster seat and pull-along wheelie case CarGoSeat reveals concerning results of its independent survey of over one thousand UK parents. The survey commissioned in July, revealed that almost 40% of parents were ignorant to correct UK safety regulations, with 37% of parents surveyed unaware it is a legal requirement for children to use an appropriate car seat when travelling, when not in the family car, for all but exceptional journeys. Worryingly, over a third of the respondents had knowingly put their children at risk and admitted to using a car seat without being sure of its history and over 10% did not factor in safe travel for their children when making decisions around car hire. shocked by Jim Hutchison, Managing Director, Mainetti UK comments; “We weren’t overly seat car on clear not parents of ge percenta the results of our survey nor by the high about regulations and willingly taking risks with every journey. CarGoSeat actually came and he felt when the inventor had a lightbulb moment when travelling with his children, and trips there should be an easier and more practical solution to make every day travel away practical and easy.” For more information on the results please contact sarah@weirdlime.co.uk

www.cargoseat.com

Clippasafe

to focus on remote dealings this year

One of the leading child-safety brands, Clippasafe, has taken the difficult decision not to exhibit at the 2021 Kind + Jugend in Cologne this coming September. The company intends to focus on remote meetings with its network of key export clients and any new exporters or retailers that may be interested in selling their extensive range of home safety products and travel accessories. The firm that has supplied to trade and consumers for more than 60 years has been a regular exhibitor at the Kind + Jugend since the first event in the 1950s, but in light of the pandemic, has analysed the changing needs of their customer base and will service its clients in a more flexible manner. Interested parties can contact Clippasafe using the details below. Managing Director Roger Cheetham issued this statement: “We have made the difficult decision not to attend in 2021 as most of our export clients have indicated that they are not planning to travel. Therefore, we’ll be concentrating on growing our relationships remotely and forging new ones with interested parties in all the different ways that we’re now able to connect.” Roger Scott, Sales Manager: 0044 7860 794592

rogerscott@clippasafe.co.uk www.clippasafe.co.uk

Exciting time to join

Online4baby

Online4baby are a national e-commerce nursery products retailer based in Manchester. As one of the largest independent nursery retailers in the UK, Online4baby offer customers a wide range of nursery products at the lowest possible prices supported by a dedicated sales team providing impartial and honest advice. They have more than doubled in size over the last 18 months and have big plans for the future, so it is an exciting time to join! Brand Marketing Manager: Can you shape and execute a disruptive brand strategy? Are you creatively minded and data driven, with the proven ability to lead a busy brand team? We are looking for an ambitious, creative and organised Brand Marketing Manager to drive our marketing department, delivering on both revenue and brand ambitions. You will take full accountability for shaping and executing the brand, PR and social strategy for the business collaborating closely with our Digital Marketing and E-commerce functions. Senior Ecommerce Executive: Are you an ambitious ecommerce executive looking for your next steps? Can you use data led insights to drive performance? We are looking for a talented Senior Ecommerce Executive to join the Online4Baby team, delivery commercial trading plans and executing digital campaigns and product initiatives. You will play a vital role in a busy team, collaborating to drive continued success at Online4Baby. For further information and to apply contact Kellie Duffy: kduffy@online4baby.com

nursery today

multiply™ 6in1 From eating in to dining out to a table for one, this multi-tasker takes

multi-chair to mini-table

the cake. 6 modes include baby highchair, traditional highchair, booster, portable booster, toddler chair and play table.

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

Share the joy at joiebaby.com

Cover Story Allison Baby

Allison Baby

is Full of the Joies

It will come as no surprise to anyone that 2020 was a challenging year for Allison Baby Ltd, the parent company of Joie, Nuna and Graco, as it was for so many others – but as always, the organisation rose to that challenge magnificently. The company has continued its rise with a seventh consecutive year of growth, sales targets exceeded and it expanded its product portfolio with eight new launches and a new sub brand introduced in the last 12 months. In September Joie launched its first bed side crib, with two varieties on offer to its consumers – the roomie and the roomie glide. With restrictions still very much in place, complications arose over how best to launch a new product to the anticipating media. Not one to shy away from a challenge, Joie hosted its fist ever online launch event which was well attended by the press and influencers alike. The roomie and roomie glide continue to be firm favourites with new parents who love how easy it is to use. With a lightweight aluminium frame, both roomie and roomie glide feature a simple to use sliding panel that lifts and lowers easily with just one hand, helping parents to answer those midnight wake up calls smoothly. The gliding feature of the roomie glide makes settling little ones, child’s play – and the function can easily be locked off when they have settled off to sleep. Continuing with its mantra of ‘family first’

nursery today

Joie wanted to hear what their consumers thought about their products, so they set about launching the parents panel, a focus group designed to learn what it is that would improve the consumers buying journey and what they are looking for from their Joie products. The results were fascinating and have allowed Joie to share valuable insights with their retail partners. The plan is to conduct further panel events in the future to continue to allow Joie to focus its efforts on providing the consumer with a superior buying experience. As 2021 dawned, Joie was back in full swing with a new product launch and a new luxury sub-brand – Joie Signature. First to land was the savvy baby carrier, a first of its kind for Joie. With four modes to choose from, including two parent facing variations, world facing and back carrier modes, the savvy is ideal for busy parents who want to get things done on the go. Lightweight and easy to use, savvy has been

In September Joie launched its first bed side crib, with two varieties on offer to its consumers – the roomie and the roomie glide.

carefully engineered to allow little ones to sit in an ergonomic M-shaped position that promotes healthy spine and hip development – the design has even been certified as hip healthy by the International Hip Dysplasia Institute. But the most exciting event of 2021 without a doubt, has to be the launch of Joie’s new Signature range. This dream team of some of Joie’s most popular products look smart and work smarter, bringing first class luxury to everyday outings and clever solutions to everyday needs. Featuring a classic, neutral pallet with on trend earth tones and statement block quilting, the Signature line is made with deluxe fabrics and super soft knits to keep little ones cosied up in the lap of luxury. Sleek accents, including powder coasted chassis are combined with tasteful vegan suede and leather details that really make the Signature range stand out.

Within Allison Baby group, Graco has also continued to go from strength to strength as the brand reinforces its position in the UK market for producing quality gear at the very best price for its consumers. In recent months, Graco launched Turn2Me, an Isofix rotating car seat that got parents in a spin. At an exceptional price point for its quality, it sold out of its first consignment within two weeks of launch. The team is now planning a second high profile media and social push as fresh product arrives in the UK throughout August. Hot on the heels of this exciting launch, Graco is planning a car seat safety awareness campaign for parents who will be travelling here, there and everywhere this

Autumn. Activating high profile media, retailer and influencer partnerships the brand will leverage parent-toparent advice using light hearted humour and empathy to drive home critical safety messages. Graco’s social media platforms continue to grow in prominence attracting new followers with brand partner competitions launching every month, a loyal #GracoCrew of parents endorsing the products and the brand has refined a playful tone of voice that speaks directly to parents in an empathetic way. The Near2Me innovative pushchair, launched at the end of 2020 with its Slide2Me heightadjustable technology continues to do well and the brand is planning another pushchair launch in Autumn. The car seat portfolio is being bolstered by two new additions in August: Endure, an exceptional value car seat for children weighing 9-36kg; and Eversure, a forward facing i-Size high-back booster. The brand will also enter the door jumper category

Nuna products not only look good, but they do good too. Nuna is committed to developing products that are kind to the environment, children, and parents. This commitment has seen Nuna awarded the GREENGUARD GOLD certification – among the world’s most rigorous and stringent chemical emission testing standards. Products, including the LEAF grow rocker, SENA aire travel cot, PIPA next car seat and MIXX next pushchair, have been thoroughly tested and certified to not contribute hazardous chemicals into the air babies breathe. Moreover, Nuna products are crafted with fire-retardant

Nuna’s latest innovative product will be launching imminently. The NEXT system, features one base that is compatible with four car seats.

Graco is planning a car seat safety awareness campaign for parents who will be travelling here, there and everywhere this Autumn

(FR) free materials, so are naturally flame resistant while containing no added harmful chemicals. The brand looks forward to more exciting product launches as the year ends, enhancing its

with the Bumper Jumper later in the year. Completing the Allison Baby Ltd portfolio is Nuna, the premium brand in the collection. Nuna’s latest innovative product will be launching imminently. The NEXT system, features one base that is compatible with four car seats. It’s designed to grow with families, offering ultimate flexibility with four solutions for baby’s first four years. BASE next™ is a 360° rotating base and the foundation of the NEXT system. It’s compatible with CARI next, a carry cot car seat; PIPA next, the versatile infant car seat; ARRA next, the lie-flat infant car seat; and TODL next, a sleek seat that grows with baby from newborn to toddler.

already plentiful portfolio with additional innovative car seats and wheeled goods, keeping Nuna at the forefront of thoughtful design and style.

Allison Baby Ltd’s Managing Director, David Welsh said: “Even in these difficult times – with the Global Pandemic and the subsequent impacts on deliveries - the group has continued to go from strength to strength, with a 35% increase year on year. “We are hoping that we are now moving towards a period of stability but in the meantime, we will continue our commitment to our customers, ensuring that they can maintain stock levels in order to feed through to the consumer. “As we move forward, we will also continue our investment in strong advertising campaigns as well as being leaders in the field when it comes to product development and innovation. We look forward to seeing everyone at Harrogate.” 01889 808 900 | uksales@joiebaby.com | www.uk.joiebaby.com nursery today

The next level in luxury Adorra Luxe The exclusive Maxi-Cosi Adorra Luxe travel system offers the modern family on the move a chic and stylish solution to suit all their needs. Suitable from birth up to 22kg (approximately 4 years) and comprising of a matching pushchair, Pebble Pro i-Size car seat, carrycot and footmuff, this expertly designed offering provides not only the utmost comfort and safety for babies, but a convenient and elegant solution for parents.

Style The Adorra Luxe travel system boasts a gorgeous and considered design, providing a means of travel that is bound to turn heads, featuring: • • • • •

A striking chrome chassis and detailing Premium breathable matching fabrics Beautiful tactile embroidered finishes Deluxe vegan leather handlebar and trims Complete complementary travel system

Comfort Whilst safety is always at the forefront of our designs, ensuring babies are also kept as comfortable as possible is a top priority. The Adorra Luxe pushchair offers the following features to always keep little ones cosy: • • • • •

Large cocooning seat with extra padding Mesh fabrics in seat to ensure the ideal temperature in any weather Multiple recline positions including lie-flat for naps Adjustable footrest to grow with baby Extra-large extendable sun canopy

Convenience At Maxi-Cosi we understand that our products are there to make parent’s lives a little bit easier. The Adorra Luxe works with and for parents by offering:

• • • • • • • • • •

A lightweight design, only 12kg One-hand fold and stands upright on its own World-facing or parent-facing seat, folding in either position Bi-material wheels for durability and smooth rides Ergonomic brakes, reducing accidental braking Extra-large peek-a-boo window Removable bumper bar Adjustable pushbar XXL shopping basket holding up to 5kg Quick lock magnetic harness

Our special edition travel system delivers everything the modern family could need to travel with ease and style. Not only is the Adorra Luxe pushchair brimming with features to ensure the best journey possible, but the smart matching Pebble Pro i-Size car seat, Oria carrycot and cosy teddy lined footmuff, make the transition between vehicle, pavement and home, as smooth as can be.

The Adorra Luxe travel system is available now RRP £899. For more information please contact sales on 02082360707 or email UK-sales@doreleurope.com maxi-cosi.co.uk

Consumer insights:

FANFINDERS

The secret to

great content

et’s address the elephant in the room: what do we mean by content? Well, it incorporates everything from blog posts, emails, case studies, e-books, webinars, podcasts, social posts, video and images. There’s a vast landscape out there but the good news is your business doesn’t need every type. In July’s issue, we covered why ‘valuable’ content carries immense power in the buyer journey and it is a fundamental part of your marketing mix. We’re all far more likely to enjoy content when it doesn’t feel like someone is selling to us, so if you want to establish authority and develop relationships with your target consumers (who doesn’t!), great content that is centred around providing information or value is essential. Having built up a community of over 5 million new and expectant parents across two continents, we wanted to share a few consistent things we’ve noticed that can help you with making those all-important connections:

Identify your audience We’ll begin with the biggest mistake most brands and retailers make when marketing to parents or families: using a one-size-fits-all approach. The parents ‘group’ is just as diverse as the general population, so why would you treat them as a homogenous audience? Demographic factors like age, family relationship dynamics and lifestyle priorities can affect whether families will be attracted by certain products or services. So, you need to do your homework on your specific niche within this group, identify their wants and needs, and then tailor your approach accordingly. 14

nursery today

This month, FanFinders shares the keys to having content that increases brand awareness, drives engagement and creates devoted customers. Be authentic Modern parents want to hear from real people. While they do seek out healthcare professionals and use Google to search for topics, they want to get advice or hear from people who are either in the same situation or understand those experiences. This is why our ‘Ask the Fans’ feature works well over on Facebook – where parents offer advice to other members – and why we have so many real parent bloggers. As Laura Driver, Social Media Manager at FanFinders explains: “Being real and honest is what we do, because I think people can relate to this far more than content about how you can be the ‘perfect’ parent – the ‘perfect’ parent doesn’t exist. At some point, your child is going to shout out something embarrassing in a supermarket and that’s OK.” Regardless of your objectives, your content should have emotion. Parents can tell when the person writing isn’t an expert on the topics they’re covering. Lack of authenticity is obvious and detrimental to establishing brand trust.

Learn from behaviours Has one of your product newsletters performed better than another? Did one have a higher conversation rate? Did one piece of content generate more engagement? Many underestimate the importance of taking time to learn from their audience’s behaviours. We regularly take the time to monitor how our community is interacting online and what they want to see more of, both on social channels and with more qualitative content. By taking this step back, you can better evaluate what your users and followers want

and how they behave. From there, you can put a more concise plan into action. For us, it’s about channelling our efforts into valuable, saveable, sharable content for new parents; content that answers their questions, faces realities and, above all, is engaging.

Think about video Parents are at a very vulnerable stage in their lives, so having content that can simulate that feeling of someone sat comfortably in the living room with them carries extra weight. During the pandemic, we gave parents around the UK free access to our experts through Facebook and Instagram Lives to provide much-needed reassurance to parents, and give them a resource that they may not have had access to otherwise. You should test different formats like these to meet parents’ needs and find new ways to be a source of support.

Consider the right influencers Influencers remain a very good route for marketing your brand or business, given they offer a potentially huge reach at a reasonable price. This is crucial: it has to be the right

influencers, or you can totally miss the mark with content. You want someone that represents your audience and, for a brick-and-mortar retailer, this could be micro-influencers in the form of someone local to your business. Bear in mind you can actually get better influence from social accounts with a following under 50k, under 10k even.

Above all, put parents first Putting your ‘customer’ or ‘audience’ first should always be one of the top priorities for any content. When thinking of content approaches, remember that the new or expectant parent receiving it could be nervous about giving birth, or they may be struggling with breastfeeding, or they might have had a terrible night because their child isn’t sleeping well. If you continually strive to ensure the needs of your audience are met and they are made to feel valued, your business will be valued in return. FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. See more at fanfinders.com

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. See their latest insights into the baby market at fanfinders.com/insights.

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

retail

BABY MOON BABY SHOP

Totally over

the moon!

This month Nursery Today had the pleasure to question Grace and Barry Mooney on their bold decision to open their first nursery store, Baby Moon Baby Shop (located in Tullamore, Co. Offaly) at the start of a global pandemic. So far, they are ‘over the moon’ with joy at the response from customers, here we find out more. Firstly how are you and the team? We are all well and so far so good. We have just had a spell of really hot weather which wasn’t great for our ladies who are expecting but hot weather is rare in Ireland so it was nice for everyone here.

Can you tell us a little about Baby Moon Baby Shop. What was the inspiration behind the store? When we began our journey as parents ourselves, we found it really difficult to find a dedicated nursery store with a personal touch and ended up travelling further than we would have liked. We moved to England seven years ago and Barry worked as head of sales for a leading nursery brand. For family reasons we decided to move back to Ireland and made the bold decision to open our own nursery store in Tullamore.

You opened your doors in 2020, which was certainly a difficult time for everyone in our industry, what do you feel was your largest challenge? 16

nursery today

To have survived the first year in business in the middle of a global pandemic has by far been our biggest achievement. We have doubled our staff members and the volume of people that have come through our doors through ‘word of mouth’ is so rewarding.

Yes there were plenty of challenges but none we shied away from. The first biggest challenge and still is, was building our brand and getting our name out there. Juggling a new-born and opening a store was a close second!

And of course, what has been your biggest achievement? To have survived the first year in business in the middle of a global pandemic has by far been our biggest achievement. We have doubled our staff members and the volume of people that have come through our doors through ‘word of mouth’ is so rewarding.

Are you active on Social Media and if so, how important is this for your business? Social media is very important to us and in current times I think every business, even outside of the nursery industry, knows how valuable social media is.

What type of reaction to your store did you receive from

brands? Have you found them helpful in assisting you in establishing your business? Absolutely, we have been very lucky with the brands we have chosen to stock in our store and they have been nothing but supportive to us since opening. It wasn’t just a difficult time for retailers, it was also a difficult time for suppliers.

How have you positioned yourself as a destination store for parents in your area? We are situated outside of the town centre and have dedicated parking right outside our front door. Which makes it easily accessible for parents to be.

What type of floor space do you operate from and how do you manage this? Our floor is maximised. It can get busy on the weekends with demos, but we manage well and customers are more than satisfied with our intimate setting.

We are really looking forward to Harrogate Int. Nursery Fair. It is so important to attend these shows for your business as you can feed back to your customers on anything new that is arriving or if there is a buzz around a certain product.

With Nursery being such an emotive industry how important is customer service to your business and how do you manage consumer expectations? We, as a family run nursery store, know only too well how emotional the entire pregnancy experience can be. We are very realistic with our time frames and don’t over promise - this can sometimes be outside of our control but in general customers have been understanding. We have had customers crying with happiness when they came to pick up their travel systems - that just makes it all worthwhile knowing you have made someone that happy!

Do you operate online and if so, how does this compliment your business? Our online presence is hugely important to us. Due to Covid our store opening was delayed and we used this time to focus on building our website and our social media.

Do you offer the same products online as you do in-store? Yes all of our products that we sell in-store we also sell online.

Do you feel that your customers have altered the way they shop and if so, do you feel this is a sign of the future? During the pandemic we had a lot of virtual demonstrations, before this we would never have imagined buying our travel systems without pushing or touching them. Customers adapted and retailers had to adapt - it’s a new way of working!

Do you feel that your customers are informed as to which products they need? Not necessarily and this goes back to us starting out as new parents. It is hard shopping as parents to be and knowing what you need and what are the gimmick buys. We try to point our customers in the right direction as best we can.

Are your customers brand focussed and if so, why are brand names so important to your business? Yes, they are brand aware more than focussed. Brand names are hugely important to us and it is not just the brand, it’s what it represents, which is quality, luxury and premium products.

You have some great online reviews, how important are these to your business?

Have you taken on any additional products/brands recently that you feel will perform well for you?

Massively. People like to see and read about other people’s experiences with a store or product before they commit.

We have recently taken on BABYZEN YOYO2 which is already performing really well for us and we have taken on a pregnancy pillow nursery today 17

retail

BABY MOON BABY SHOP from BellaMoon - which we feel is the ultimate in pregnancy pillows!

Do you have a particular product or product category that is currently performing well? Compact strollers are flying off the shelves as people are starting to travel again.

Is there a product category that you feel is your area of expertise? As parents ourselves we have tried and tested a lot! We can give an impartial but expertise opinion on pretty much every product in our store.

Are you currently receiving adequate support from your suppliers, or is there more they could offer you? Yes, although under the current circumstances it is hard for reps to visit the store and we really look forward to when they can.

Do you feel we have sufficient innovation and new product launches within our industry? We were always aware of new products on the market with our little ones. However, since Covid hit it’s obviously proven difficult for brands to launch products as shows were not happening. We are excited to see what’s ahead at Harrogate in a few months.

How do you monitor current consumer trends? Social media and just being proactive in doing your own research. Obviously reading Nursery Today helps!

With trade shows having to close their doors, yet are set to now re-open, will you be attending any and do you feel these will be important to your business? Yes we are really looking forward to Harrogate Int. Nursery Fair. It is so important to attend these shows for your business as you feed back to your customers on anything new that is arriving or if there is a buzz around a certain product.

Did you feel supported by the brands you stock during the Pandemic? Is there anything further they could offer? While not face to face, communication was very much open and some suppliers provided really good promotions to help with sales.

Finally, what do you feel the future will hold for you? Do you have any plans on the horizon you would like to share with Nursery Today readers? The future for us is about building our brand and making Baby Moon Baby Shop a household name. We have lots of plans; all to be revealed in due course!

Noordi puts some ‘swing’ into pram sales! Noordi Fjordi was successful in the prestigious 2021 Made for Mums Awards, winning a GOLD in the All-Terrain section. Following these prestigious awards, Noordi Fjordi was selected by The Daily Mail Newspaper as a ‘parenting must-have’. All new Noordi Fjordi will now come with a ‘Swing Tag’ which retailers can attach to display models. This innovatively designed tag also sets out Fjordi’s unique selling points so that customers can get a clear synopsis of all the features that make Noordi a winning brand. The Noordi team looks forward to seeing you at Harrogate.

All enquiries at sales@johnstonprams.co.uk

nursery today

BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines. CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABYWERELD N O R WAY B A B Y, H O B B Y & L E K E T ØY POLAND BRANŻA DZIECIĘCA RU S S I A PA R E N T S ’ C H O I C E S PA I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

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BCM I Pre side nt Tanja K raem er tel .: +49 ( 0) 951 861 119, b c m i@b abyc aremagaz ines. com ww w.b abycaremagaz ines. com

25.05.2019 20:20

The ultimate all terrain comfort stroller is now better than ever before, with new colours, new features and advanced ergonomics.

Introducing the

NEW

Fox

Since its initial launch in 2018, the Bugaboo Fox has been a favourite for families worldwide and with the upcoming launch of the brand new Fox 3, Bugaboo are promising the most advanced ride yet. The Bugaboo Fox 3 is available to order now via the B2B portal and will launch in October 2021

So, what’s new?

New colours

Breezy carrycot For babies born in warmer months, ventilation is key and with the addition of the breezy carrycot, the Bugaboo Fox 3 now offers one of the most ventilated carrycots on the market. Used in conjunction with the breezy canopy, the Fox 3 carrycot has increased airflow as well as a great view both for parents and their tiny humans!

Graphite Chassis A matte graphite chassis is an exclusive addition to the Fox 3 colour palette and coupled with brand new fabrics, the Fox 3 can suit any style.

With an array of new colours, the Fox 3 is available to buy in 4 complete colours or can be ‘styled by you’. With over 30 possible colour combinations, the Bugaboo Fox 3 is truly customisable.

Midnight Black Misty White Grey Melange

New fabrics New soft touch fabrics are perfect for your baby’s skin and you can choose from three incredibly soft fabrics with premium detailing. Their water repellent nature makes them perfect against surprise spills from your chief mischief maker!

Sunrise Red Morning Pink

Accessories Complete the look with a newly designed Bugaboo footmuff, available in 9 beautiful colours and with an array of new features, this essential accessory will keep your baby snug and protected. The new cocoon shape, reflective elements and shoe shield all make parenting adventures a little easier!

ADVERTORIAL

Stormy Blue

Forest Green

NEW

Fox Graphite Chassis

Breezy Carrycot

Soft Touch Fabrics

Photo by Artem Podrez from Pexels

nursery matters JOHN BARKER

Barking Mad Image source: pexels.com

Pramland’s John Barker is taking a look this month at the three P’s - Pandemic, Pingdemic, Price Increases and how these words are currently having an impact on everyone.

e’ve had lots of new lingo to learn over the past 18 months and the most recent addition to our everyday language is having some what of an annoying affect on many of us. I am referring to “Pingdemic”. . . .not heard of it? (Where have you been?) It’s a word that sums up the ongoing issue of huge swathes of the population being forced to self isolate as they came in to contact with someone that has symptoms of Covid-19. I say came in to contact, in reality the NHS’s track and trace system is pinging people that drove past each other whist out for a Sunday afternoon drive. We’ve seen the affects of so many people having to self isolate as the store has been quieter. We’ve also re-instated all our COVID-19 policies as I am concerned about the affects of one of our team having to self isolate could have on our ability to operate. As many of our customers have young children already our appointments and collections have been hit by many of them having to cancel as they have a child isolating from school. The affects of having so many people self isolate has meant we are approximately 15-20% down on the weeks since we reopened. We know this issue will resolve itself as

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these customers will eventual emerge from self isolation and head back to our store, the only issue is that when they visit they’ll be even closer to their due date and given the ongoing global shipping crisis this will result in further headaches for us all, more on that later. The other side of the current self isolation guidelines is that many of our stores are at constant risk of temporary closure due to lack of staff. We have a small team of myself and seven part time team members, we all operate on a rota and tend to work with different people most days. Should one of us develop symptoms, or get pinged to self isolate this will affect all the other members of the team that have worked with them within the past 24 hours. We are therefore at huge risk of a store closure. A store closure that would represent a huge financial loss to the business. A closure that would mean we are unable to receive or deliver goods to expectant parents. The logistics of a forced closure are a nightmare and do not bare thinking about, even though

As many of our customers have young children already our appointments and collections have been hit by many of them having to cancel as they have a child isolating from school. The affects of having so many people self isolate has meant we are approximately 15-20% down on the weeks since we reopened.

john@pramland.co.uk

I have re-instated all our COVID-19 restrictions in an attempt to protect my team and therefore business too. We have continued with appointments only on a weekend in order to minimise overcrowding in the store and to maintain safe working distances for all.

appreciate we are making efforts to we have to force ourselves to. keep them safe, after all pregnant ladies With news reports suggesting many are still classed as “vulnerable”. It’s my supermarkets are worried about the intention for us to maintain these affects of this latest Covid-19 curve ball policies until we hit the governments it certainly puts a question mark over the lack of support businesses are being next staging date, at this point double jabbed people will only need to self given should they be forced to close isolate if they test positive. This should due to staffing issues. Furlough is still mean that our stores are at less risk of available but this only takes care of a being forced to close due to staff small slice of many of our overheads. shortages. As I said previously I have re-instated I mentioned above about the global all our COVID-19 restrictions in an informed of the current situation, shipping crisis and as another month attempt to protect my team and regular stock reports and contact has passed nothing seems to be therefore business too. We have relating changes to prices and further continued with appointments only on a getting better, in fact things seem to potential delays are helping us to be getting worse. We have started to weekend in order to minimise manage the situation to a degree. receive many new price lists as brands overcrowding in the store and to I know none of this helps when you finally start to compensate for the maintain safe working distances for all. have a lady due in two weeks and the HUGE increase in shipping costs they These appointments also allow us to latest stock report is showing her give each party of customers a member are being forced to bank roll. We have pram has been pushed back another started to make parents to be fully of the team which can keep on top of month but please remember the aware of the potential for more price the sanitising of items on display after brands aren’t causing these issues. increases and further delays. they have been demonstrated and They are just another link in the chain touched. Masks are the order of the day Unfortunately many customers assume and unfortunately they can’t make this is a sales technique and choose in store for all our team and we are miracles happen, no matter how not to heed our advice to order sooner, requesting customers continue to wear much we wish they could. them. I’m happy to say the vast majority rather than later. I guess it will be to I personally believe the only way their own detriment but you can’t help of customers that have visited have through this current mess is but feel frustrated when you spend actually opted to wear masks already, transparency. By being up front with time with someone that you know without prompting. We have of course all customers and using regular social truly must order now and they want to had the occasional person that feels media posts to raise awareness your “think about it” (this means I need to their civil liberties are more important customers are more likely to wait until pay day or grandma is that social duty but you can’t win every understand how you are working to paying and she hasn’t given me the war. In general customers have help them, if they see you are keeping remained positive about the restrictions money yet!). I have to applaud many of DL B17B$XJXVWB B [ PPB&ODUD'ULIWZRRG$VK 2 SGI them informed they will not be able the brands for keeping us fully we’ve re-instated and they appear to

to direct negative comments towards you as you are doing everything within your power to keep them up to date. At the end of the day customers will feel disappointed if their dream pram is late or simply impossible for you to get for them. However, if the customer feels that you have tried everything you can and kept them informed every step of the way they are more likely to look favourably towards your business in the future. Something tells me that we are just at the start of our troubles and the road ahead is a very rocky one. It’s inevitable that at some point you’ll hit a pot hole or two. All you can do is get your headlights on full beam to make sure you spot as many of them as you can. So, until next month stay safe and remember STAY POSITIVE. It’s better to be upfront with customers than take a punt on selling something you may not be able to complete on.

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nursery today 23

Profile BabyBjörn

A Bouncer Refresh for

BabyBjörn

BabyBjörn are happy to present new additions to their beloved baby bouncer assortment. During August 2021 there will be two new colours for Bouncer Bliss in mesh and a new frame colour for the classic Bouncer Balance Soft giving parents more options to suit their home and their taste. The Bouncer Bliss in mesh is one of the best-loved products around the world, appreciated for its light and airy design. Two new colours will now be added to the assortment: a neutral Grey beige and pretty, pastel Dusty pink. BabyBjorn are also launching a fresh frame for the classic BabyBjörn Bouncer Balance Soft with a new

frame colour in light grey. The buttons of the baby bouncer will be in the same nuance, lending the baby bouncer a lighter, more contemporary look. In 1961, Björn Jakobson got an idea for a product during a trip to the US. He developed the bouncer, a revolutionary product back then, and started a company together with his sister-in-law Elsa Jakobson. The following year he met his wife Lillemor, a textile designer, and the family gradually grew to six. This new generation became a constant source

of inspiration and new development projects for the company, which came out with products on a regular basis. The company launched its first baby carrier in 1973, and exports represented a large portion of sales already then. In 1991, the company launched a baby carrier that took the world by storm and was worn by many parents, some of them very famous. Today, BabyBjörn’s range includes baby carriers, bouncers, cribs, kitchen products and bathroom products. Its products are available

in more than 50 markets in Europe, Asia and North America. In 2018 Björn and Lillemor Jakobson handed over ownership to the next generation, who are running the company together with CEO Stina Westerstad and the Board in line with the same vision and values as always. The desire to make life easier for families with small children and the early days together even more fun is stronger than ever. For further information contact: info@babybjorn.com

Caring for the next generation is the cornerstone of the company, which is now celebrating 60 years of closeness and love between parents and babies.

nursery today

Baby Carrier Harmony

focus FEEDING

Food for

thought Image courtesy Bibado

v eryone needs to eat! However, there are many anxieties new parents have - whether this be breast/bottle feeding or weaning. Fortunately as a product category, brands have it covered! Nursery Today asked Vital Baby’s Senior Product Development Coordindator, Hannah Juniper what are the common anxieties new parents have when it comes to breast/bottle feeding, weaning and self feeding? “We all know that breastfeeding baby is nature’s way, however the reality is that it is not always possible for mum to breastfeed their baby for a number of reasons. Sometimes the stigma around bottle feeding and pressures to breast feed can lead to anxieties around bottle feeding. Am I doing the best for my baby? Will bottle feeding harm my baby’s development? Should I feed expressed Breastmilk or formula? Then comes bottle acceptance. Whilst babies are ‘hardwired’ to suckle, not every baby is compatible with every bottle, so parents are then faced with the challenge of finding the right bottle for their baby with just trial and error to help them.” And what about weaning, does this also cause worries for parents? “Just when parent’s think they’ve got it cracked, weaning comes along!” said Hannah. “Weaning can be an overwhelming journey for parents and babies. Babies are exploring new and exciting tastes and textures and parents are naturally concerned that their baby is getting the correct foods with the right nutritional values. The key to successful and worry-free weaning is to be able to relax and enjoy the fun. For that, your product choice is very important.” Bibado’s Founding Director, Rachel Wood agrees commenting: “I think many new parents go through similar emotions and anxieties when feeding their baby. Parents have gone through one of the biggest life changing events possible, by bringing a new life into the world. Feeding our babies, when you

nursery today

Feeding little ones comes with many parental anxieties - more so perhaps for first time mums especially when the transition from breast to bottle occurs, then weaning onto solids and teaching infants how to self feed. We spoke to those in the know for their thoughts on this category. think about it, is probably one the most time consuming (certainly in the early days), challenging and at times a stressful part of the journey of early parenthood, although it can also be one of the most rewarding. I still get goose bumps when I remember the milky smiles I had from my daughters after a happy breast feed. I cried when eventually at the age of one my daughters no longer wanted it anymore, they were ready for the next stage. As a parent, a skill which is ever evolving, is being ready to embrace whatever it is your baby needs at the time they need it, whether or not you are ready for it. It certainly kept me on my toes in my own journey as a parent.” What about product ranges? We asked Rachel if she felt we had sufficient products available that assist. “The advantage of living in a more globalised

for co-ordinated ranges from brand names? “When designing our ranges, it was important to us that we took everyone’s needs in to account – both baby and parents.” Said Hannah. “Take our NOURISH feeding & weaning range for example - everything about weaning and feeding development is gradual and can change from week to week. One week babies struggle to bring their spoon to their mouth and the next they could be feeding themselves! Because of this, we’ve made sure that our product ranges grow with babies and parents at the same time, and that there’s a product for every stage and age.” Rachel believes modern parents are also seeking style commenting: “Aesthetics are really important to parents today, they expect ranges to look and feel the part of a modern

“Currently there are some amazing products on the market for parents in the feeding space but there is always the opportunity to improve and re-imagine what we can do to help parents and babies on the journey into the wonderful world of food - and the messy curiosity and exploration that goes along with it.” Rachel Wood, Bibado society is that we have the ability to share ideas, products and services more easily than we have ever previously been able to do. As a brand we have the ability to learn from other companies which assist us to keep thinking of new ways to evolve what we do. Currently there are some amazing products on the market for parents in the feeding space but there is always the opportunity to improve and re-imagine what we can do to help parents and babies on the journey into the wonderful world of food - and the messy curiosity and exploration that goes along with it.” When we look at products available within this category, are parents looking

family aesthetic. Since we released our Handi Cutlery to match our new Bibado Coverall designs, the feedback has been amazing! Social media gives us better insight than ever into our customers tastes as we get to see our products in action in their homes, which no brands pre-social media could say.” Is innovation important in this category and well catered for when we look at the continual development of feeding products that are designed to assist parents and ease any concerns? “Innovation is hugely important.” states Rachel. “As a brand we are extremely lucky that we are deeply connected with parents today. Social media provides us with amazing levels of communication

with customers who tell us the good and the bad about our products. Through this level of insight and feedback, it gives us the opportunity to improve and refine our products, as well as create new ideas for new products which our community want. We are so pleased that they are happy to be involved, our community have always been our biggest cheerleaders as well, which is so humbling. They share in our success when we create a product which they love. “As well as this level of connection with the audience, it is also important to us to keep up to date with the thought leaders in childhood development. Experts in the fields of baby and childhood development help find new and innovative ways to engage babies in the feeding space.” While on the subject of social media, we asked Hannah whether she felt this can sometimes confuse parents? “Parents love to share experiences, gain knowledge and reassurance from each other. With so many blogs, influencers, brands and hashtags out there, it is hard for parents to get away from it and can sometimes be confusing. I guess the main thing for parents to remember is to not compare themselves to other parents too much… every baby is different, so take you’re your journey one step at a time.” What about retailer benefits to those who stock products that fall within the feeding category? We posed the question to Hannah for her thoughts. “One thing is for sure, every baby will need to be weaned at some point. So if you’re a nursery retailer or you have a nursery department in your store, you don’t want to be missing out on the sales that feeding and weaning can deliver. For stores that have historically focused on bigger purchase items, weaning can deliver easy incremental sales opportunities. There are lots of choices out there, so be sure to make your selection stand your store or section out from the crowd, giving you that critical point of difference to your competitors.”

focus FEEDING

Highs and lows of feeding The Feed Me Deli Hi Lo highchair is easy to use and perfect for any occasion. Suitable from six months of age, the Feed Me Deli has a large and well-padded wipe clean seat with five-point harness, removeable tray and a handy foot rest for toddlers. The six-point height adjustment allows for various ways to encourage happy meal times both at the table and from the floor. If baby nods off for a nap, the Feed Me Deli can also be gently reclined to three different lie back positions.

01454 326 555 www.redkitebaby.co.uk

Sterilise at the Speed of Light! thing and can sterilise any With Nuby’s range of UV steriliser’s you anywhere in just 3 minutes.

winning UV range enough to WOW you, Nuby’s award If the power of UV sterilisation wasn’t ve, chemicals, owa micr r, wate no violet light, means sterilises in just 3 minutes! Using ultra n! cooling or drying time! Mind… blow dummy ons for at home, on the go and even opti has e rang atile vers and h The stylis nts! pare rfast. Perfect for busy sterilisation, to kill 99.9% of germs, supe teethers, t for all your baby accessories – bottles, grea are lisers steri ging These game chan like your phone and keys! dummies and even household items s up very little only looks great in any kitchen, it take not gn The compact and modern desi free home – er clutt a like you if l Idea r easy to clean. space on your counter and is also supe just wipe down and put away after use.

www.nuby-uk.com

nursery today

Designed to grow The snacker 2in1 from Joie is a versatile chair that easily meets the tall order of growing kiddos through every mealtime milestone. Easily converting from highchair to table chair, the snacker 2in1 allows you to customise their seating for a prime position every time. The snacker 2in1 has an adjustable tray with 3-positions – perfect for accommodating children of all shapes and sizes. When you’re ready to move on to the next stage the tray can easily be removed to allow your kiddo to experience their first tastes of family meal time around the table. The snacker 2in1 folds easily with one hand into a slim, freestanding fold that will slip into even the smallest of spaces – making tidy up time quick and simple, so you can get on with the fun.

01889 808 900 Email: uksales@joiebaby.com

"-1)"

FROM BIRTH

•

grow-along wooden highchair

•

made from sustainable European beech wood

•

height-adjustable seat and foot plate

•

anti-tilt-over design

up to 90 kg

0 – 6 months

6 – 36 months

Sales enquiries contact:info@hauckuk.com www.hauck.de/en

for life

focus FEEDING

Handi cutlery to have!

Instant feed at the press of a button New UK feeding brand bubbi proudly announces new innovation. Bubbi has designed the first instant-feeding dispenser that fits an everyday wide-neck feeding bottle. Squirrel is ideal for the nighttime and travel feed and a great low-cost alternative to ready to drink cartons with no packaging waste. The Squirrel adaptor is suitable for many wide neck bottles and teats, for example Tommee Tippee Closer to Nature. Squirrel is not yet available. Bubbi is a pre-start-up business and is looking to hear from retailers and wholesalers, feeding bottle manufacturers and investors to bring the product to market.

powder.dispenser@gmail.com www.bubbi.co.uk

Bibado complements product range with the addition of Handi Cutlery. Bibado has recently bought out a new range of weaning cutlery, featuring a unique no-drop system by attaching to their Bibado Coverall. The thinking behind the concept was to support little one’s development and exploration around food, whilst trying to make it easier and enjoyable for everyone. The cutlery features a grippy fork and contoured spoon to aid development of a pincer grip. And the ‘no drop’ system allows little one’s to drop (or throw!) their cutlery as many times as it takes for them to get the hang of it. Available in 6 designs to match each Coverall.

enquiries@bibado.co.uk

The Red Kite Travel Booster is a compact and super light portable booster seat that is perfect for mealtimes on the go.

Feeding on the go

Safety straps and adjustable 3-point harness ensure that little one is always safe and secure. The lightweight foam cushion with non-slip rubber feet is comfortable to sit on and the wipe clean fabric is easy to keep clean. The Red Kite Travel Booster converts smartly into a stylish bag with shoulder strap and features a handy storage pocket for all of baby’s essentials.

01454 326 555 www.redkitebaby.co.uk

Perfectly styled Meet multiply 6in1, a dinner date plus play date all in one; this highchair has every mode imaginable from 6 months, up to 6 years.

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Starting from a baby mode highchair up to a maxed-out highchair, then converting to a mini table with every mealtime milestone in between; finally, converting to a booster seat, portable booster and toddler play table! Multiply has all the ingredients to cleverly re-mix into a perfectly sized and suited mini-table designed for toddler’s playtime, art time and dream away time. As a booster seat it can travel along to dinner dates when in the booster mode - with a quick tuck away and easy tidy up design. Up, down, all around - height adjusts to fit quickly growing little ones and varying table heights with a total of 5 height adjustments.

www.joiebaby.com

focus FEEDING

Wave hello to natural feeding Lansinoh Feeding Bottles with NaturalWave Teat are specifically designed for breastfeeding babies so that a baby can still have expressed breastmilk even when away from mum. Available in 160ml and 240ml, all bottles encourage natural oral development and are clinically proven to reduce nipple confusion. Lansinoh’s NaturalWave Teat facilitates peristaltic tongue movement, which baby uses during breastfeeding, ensuring baby goes back to breast when mum is back. The 240ml bottles are also available in a pack of 2 for £11.99. Alternatively, Lansinoh also has a Feeding Bottle Starter Set, which includes 1 x 160ml feeding bottle, 1 x 240ml bottle and all 3 sized NaturalWave teat for £15.99.

www.lansinoh.co.uk

Bibs made from plastic bottles! Close have parents covered from those early milk filled days through to those first foodie moments with their low impact feeding range. Their newest addition Apron bibs, landed this Summer and offers parents the same great performance and materials as their popular coveralls, just without the sleeves. Claire Morris Sales Director says ‘We have found parents often want something a little lighter over the warmer months for both BLW weaning and play, our new Apron style is a great addition, perfect for summertime weaning and play’. We love the endangered characters on these Close bibs but most of all we love their green credentials, each bib repurposes 3-4 plastic water bottles!

Get ahead of the curve Ergobaby Natural Curve Nursing Pillow gets ahead of the curve in comfort and support. The Ergobaby Natural Curve Nursing Pillow is uniquely designed to help properly position baby tummy-to-tummy for a healthy latch and firmly elevated to save parents from slouching. The premium, plush fabric is soft and gentle on baby’s skin while the cover easily zips on and off for quick changes and the easy carrying handle makes transporting the pillow a breeze. Also suitable for bottle feeding and tummy time, the pillow gives carer and baby the enduring support needed to relax, nurse comfortably and bond.

service@ergobaby.co.uk Claire@closeparent.com www.closeparenttrade.com

Vital for feeding Vital Baby NOURISH – the home of baby weaning. As parent’s themselves the team at Vital Baby have been on the weaning journey a few times and through personal experience have developed their NOURISH weaning and feeding range to help tackle all the bumps in the road that they faced. Vital Baby NOURISH is the home of baby weaning, including all the latest developments for every stage of a child’s development. With a fair few awards under its belt and designed for progression, there’s a product for every stage and age, from first purees through to independent feeding.

01707 262200 | info@vitalgroup.co.uk www.vitalbaby.com 32

nursery today

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nursery today 31

Preview KIND + JUGEND

Ready for

Re-Start

Cologne is ready for the Re-Start ‘Edition of Kind + Jugend 2021. Nearly 180 companies from around 20 countries will be exhibiting in hall 10.2 of Koelnmesse from 9 to 11 September 2021.

his year the fair will be very focused and transparently planned. The exhibitor field includes more home textiles, decoration and clothing, but also, for example, some pram and pushchair manufacturers. The companies participating come from Germany, the Netherlands, Austria, Poland, Denmark and other European countries. Companies such as Lässig, Thule, Engel, Sterntaler and Thermobaby stand for sustainable and convincing products and concepts. The current list of exhibitors can be seen on the homepage. In addition to the range of exhibitors, the Trend Forum at Kind +

Jugend offers insights into trends and inspirations, which are presented in an exciting way by experts such as the Trendbible. Also experts from The Insight Family will provide background information and analysis on major topics such as the impact of the rise of Direct-to-Consumer on brands. Will the pandemic influence the attitude of next generations? The Insight Family will help attendees to the fair to understand the dynamic. A social media expert will help understand how social media can boost the business and build a community among customers and professionals. All lectures will be available on the digital platform Kind+Jugend @home.

The Kids Design Award which highlights ideas and designs of young creatives around the world will be presented in a special form this year. Only blueprints will be on display, and they represent an exclusive selection of the expert jury. Here also every exhibitor has lots of opportunities to present their portfolio online. Kind+Jugend @home will be available until the end of October. This temporal extension significantly increases the reach of Kind + Jugend and its exhibitors in terms of both time and space. The restart edition of Kind + Jugend 2021 will be implemented in hall 10.2 in a way that facilitates easy compliance with distancing and other hygiene rules. With the help of an app, visitors will also be able to avoid crowds and have a comfortable visit all the way from the car park to the fair grounds. Admission tickets for visitors and the media will be available exclusively online. This also applies to exhibitors and all service providers. The ticket shop of the Re-Start Edition of Kind + Jugend will be open from 9 August 2021.

Vaccinated, recovered or tested: the principle for safe access Safety trumps everything: Those wishing to participate in the Re-Start Edition of Kind + Jugend 2021 must have either been fully vaccinated, recovered from COVID-19 within a minimum of 28 days and a maximum of six months, or received a recent negative test result (from a test taken 34

nursery today

within the last 48 hours for antigen tests or the last 72 hours for PCR tests). The “vaccinated, recovered or tested” principle applies to all trade fair participants. The EU Digital COVID Certificate (DCC), issued by EU member states, is accepted as digital proof of vaccination. The certificate contains a QR code, which can be stored in various smartphone apps – in Germany, the CovPass app or the Corona-Warn app, for instance. Further information on the EU DCC and the apps that can display the certificate is available here: https://ec.europa.eu/ info/live-work-travel-eu/coronavirusresponse/safe-covid-19-vaccineseuropeans/eu-digital-covidcertificate_en. Trade fair participants who do not have direct access to a digital COVID certificate that meets the EU DCC standard can obtain a QR code by taking a test at any participating test centre that issues EU DCC QR codes in any EU member state or in Cologne before visiting the trade fair grounds.

Safety measures within the fairgrounds

For the protection of all trade fair participants everyone on the trade fair grounds is obliged to wear mouth and nose protection. The only exception are seating areas, e.g. at exhibition stands or at places providing food. For those who do not have their own masks, we will provide mouth and nose protection.

www.kindundjugend.com

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retail international

BABY HARBOUR

Harbouring love at

Baby Harbour This month BCMI Member and Editor in Chief of nursery trade publication Baby Wereld! Carola Siksma-Ruiters brings Nursery Today readers an international flavour with an article from The Netherlands.

ince the beginning of April, Baby Harbour has been open, a unique shop by the Katwijk harbour with a nearby fabric shop owned by the same owners. And this offers many advantages to both the shops and customers. Carola spoke to owner Ellen Schut to find out more. Owner Ellen Schut was trained as a paediatric nurse, is a mother of four children and regularly assisted her husband Wim, who ran two fabric shops and took part in fabric shows in Benelux. Ellen was definitely finding her day-to-day never produced a dull moment! Ellen: “I never did this reluctantly and I like to tackle things, but eventually I found myself at home dealing with a burn-out.” After a long period of recovery, she took up the activities of the Holland Stoffenhuis webshop. “One thing led to another. A friend found old rattan cradles that we upholstered with the most beautiful fabrics from the shop and resold them. This was followed by playpen covers and blankets, which went very well. It turned out that there was a demand in this region and when this building became available we did not hesitate.” The fact that this was during the

nursery today

Carola Siksma-Ruiters

pandemic did not stop them. Ellen: People here are corona “Oh no, I couldn’t sleep, I just wanted to also quite loyal open on April 2 and get started!” to local entrepreneurs. No clear-cut plan We don’t make A funny incidental circumstance: the fabrics shop at number 5 is in the same a fuss about building as where the baby specialty shop exchanges; if Bebel used to be. There was no clear-cut plan for the shop. “Initially, the fabrics for many hard goods in the shop. According to people are in doubt about a baby and children’s rooms were moved to Ellen, this was a conscious decision because the new premises at number 8, but that she did not want to compete with the large colour of didn’t work out. Because for yarn, tape and baby specialty shops. canopy, we say: other haberdashery, you had to go to the A private workshop with take it with you, fabric shop again. We came across baby products through one of our fabric fabrics from Holland see what fits representatives. We decided to just start Stoffenhuis best at home with that.” From this there is now a Happy Unique are the ordinary and playpen blankets, and pay us later Baby room, dresser and bed from Done by little sheets, and clothing, made in their own Deer, various rattan cradles and dolls’ carriages from Aangeenbrug’s Rotan Meubelfabriek, luxury buggies from Leclerc, toys from Quut, furnishings from Baby’s Only, Snoozebaby, Witlof for kids, Mies & Co, crockery from Mushi and Done by Deer and various clothing brands such as Bamboom and Musli. There are not

workshop with the fabrics from their own Holland Stoffenhuis and the label from Baby Harbour. “We have also entered into a collaboration with By Fabiënne Babymusthaves. Parents can find many different handmade baby items and maternity gifts here, such as a baby nest, playpen rug, changing pads, etc. These can be personalised

Everyone in the Katwijk area knows about the existence of Baby Harbour! with an embroidery or print as desired. ‘The other day a customer was here who bought various baby room decorations and had hydrophilic cloths made by from our fabric shop. These are then made for the customer by our own staff, who are all skilled sewers.” In Baby Harbour, Ellen stands together with Arina; the fabric shop and has 5 employees. In the few months that they have been open they have noticed a growing demand for larger clothing sizes up to 2 years. She has good contact with all suppliers. Ellen: “It is a world of difference from the fabric industry. They all make follow-up calls, ask how things are going and they are very helpful. They gave us suggestions to start with and didn’t stuff us with products.”

Lots of customers from the fabric shop Customers come mainly from the region through word-of-mouth, advertising, Instagram, local publicity and cooperation is still being sought with midwives. Since Baby Harbour is located at the harbour (at the Zwaaikom, where the boats used to turn to sail back), tourist boats also regularly moor here so that people can have a drink and do some shopping. There is also a lot of custom from the fabric shop. Ellen: “In Katwijk, all generations are skilled sewing machine operators.” She adds: “People here are also quite loyal to local entrepreneurs. We don’t make a fuss about exchanges; if people are in doubt about a colour of canopy, we say: take it with you, see what fits best at home and pay us later. Afterwards, we see the

grandparents of this customer coming back to purchase a gift. That is how it works here. We also don’t mind if customers want to make something themselves and come here to see how it’s done. It’s a win-win situation for both our shops.” Customers who buy a little more from them get something extra. “I am not one for discounts, I prefer to give you a little something instead. Like our rattles with the Baby Harbour logo on them, which are a great success.” At Baby Harbour, customers can also reserve a basket in which to put their desired presents for the expectant mother. They certainly notice that the birth rate is going well. More fabrics are also sold for baby and children’s rooms. When shopping, Ellen goes for good things from Europe. “Just like in our fabric shop, we pay attention to sustainability and certified fabrics. Our products are made from organic cotton, bamboo or from recycled fabrics or have a good story. It comes with a higher price tag, but we support it and in return we can offer our home-made articles a bit cheaper.” Baby Harbour also has an online shop, but they adore the personal contact with customers, for example, wrapping presents - that is what makes Ellen’s heart beat faster. “Don’t forget that getting married and having children are very important moments in a person’s life!” Said Ellen. Her goal in a few years? “That everyone in the Katwijk area knows about the existence of Baby Harbour!” Carola Siksma-Ruiters can be contacted via email: ruiters@baby-wereld.nl

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focus BABY GIFTS

e Jumping for joy with Mizzi

inning Home of Australia’s Original Mizzie The Kangaroo is the Award-W s, with the core purpose to develop Natural Teething Toy & Educational Toy little ones aged 0-4yrs Through Fun. onally at John Lewis stores o products are already available nati garo Kan The ie Mizz ning Win rd Awa ie toys are sure to be the . Existing sales already look like Mizz and various major online channels babies and toddlers. must have Christmas gifts for curious nts to support the are designed with love by Aussie pare Toys ie Mizz , and ensl Que y sunn in Born ising the magic of play. and sensory skills, without comprom development of age -appropr iate core ral Rubber Teething Toys ie from birth starting with 100% Natu Parents can explore the benefits Mizz puzzles and books. Box, ic Mus ler years with our best selling and gift sets, all the way to the todd bébélephant distr ibutors. Retail enquiries are open through

nt.com 0208 202 1467| info@bebelepha uk .co. roo nga www.mizzietheka

The joy of

giving Whether the gift is from a grandparent or family friend, gifting in the UK is big business.

ho doesn’t like to celebrate the arrival of a new baby, that precious first birthday, christening or special occasion? Gifting in nursery can drive additional footfall in store or traffic to websites. First time parents can have huge wish lists of items they would like to have once their baby is born, which is why the gift category is one that shouldn’t be overlooked. With this being a vast category (ultimately anything could be considered a gift), in nursery prime examples will be bedding, toys, nursery accessories, clothing and footwear through to keepsake items. With grandparents in general tending to be the gift bearers on the larger nursery items, friends will often seek items that have higher perceived value, which can be greatly aided via the packaging and overall presentation. A good gift has to not only look appealing, be good value for money, have some sort of practical or sentimental value, but has to have that extra special something to make it stand out from the crowd and persuade those eager gift buyers that this is the gift for them. Here we highlight a number of products which are all available to order now.

nursery today

Celebrate with Winnie the Pooh Rainbow Designs is celebrating its Golden Anniversary this year and 50 years of creating beautiful Classic Character gifts for babies and infants. Rainbow’s prestigious range of nostalgic yet contemporary nursery gift collections include the Disney’s Winnie the Pooh, Peter Rabbit, Guess How Much I Love You and Paddington Bear. Disney’s Winnie the Pooh celebrates his incredible 95th anniversary this year and he is still as treasured today as he was nearly a century ago and Rainbow’s Winnie the Pooh Hundred Acre Wood collection has never been more popular as gifts for little ones. Featuring Winnie the Pooh and his friends Tigger, Piglet and Eeyore in a variety of popular baby and nursery formats, each making a beautiful gift for little ones to treasure. In celebration of the momentous 95th milestone, Rainbow Designs are launching a beautiful new Always and Forever, Winnie the Pooh collection, this range is inspired by the wonderful woodland scenes of AA Milne’s stories and the nostalgia that Winnie the Pooh evokes. This range of heirloom gifts will be treasured for many years to come. It includes Soft Toys packaged in beautiful gift ready packaging, a Comfort blanket and Ring Rattle and have been designed to last a lifetime with a focus on sustainable materials, FSC packaging, stuffing made produced from recycled plastic bottles and recycled plush fabric.

01329 227300 | www.rainbowdesigns.co.uk

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nursery today 39

focus BABY GIFTS

Mimicking parents The Ergobaby Doll Carrier makes an ideal gift. The Ergobaby Doll Carrier is the perfect way for children aged 18-months and older to join in with babywearing while leaving their little hands free for other games or tasks. And with teddy less likely to be left behind when safely carried, hopefully there’ll be fewer tears too! It makes a great gift for big brothers and sisters, involving them in the care of their new little brother or sister by letting them mirror their parents and keep their favourite toy close.

service@ergobaby.co.uk

Having a ball

The Ball Gym Peppermint Trail is a 2-in-1 padded play gym from Red Kite easily conver ts to a floor play gym with plastic balls for both tummy time and sitting and playing.

ermint Trail Suitable from birth, the Ball Gym Pepp arches as and toys ing includes detachable hang d sides to raise the ert conv y Easil your baby grows. e 2-in-1 valu zing ama iding prov gym play a floor play time. baby Comfortable and padded to cradle your to toys ing hang le chab deta securely with their hand/ entertain your little one and improve eye coordination. balls. Includes handy carry bag with plastic

Enesco launch new baby range New into its ever-popular Izzy and Oliver collection, Enesco is proud to announce the addition of a super-cute yet totally practical range of baby wear and accessories.

o.uk 01454 326 555 | www.redkitebaby.c

Including onesies, sleeping bags, hats, bibs, hooded towels, car blankets, booties and tagalong comforters, each piece in the collection is suitable for newborns as well as older babies. Presented featuring jungle friends such as tigers and wonderfully whimsical creatures like unicorns, the collection also includes seasonal trends too, such as reindeers for Christmas and pumpkins for Halloween. With pieces made from polyester and being machine washable, not only does each piece look so adorable, they’re also convenient for mums, dads and other carer-givers to throw into the wash when the inevitable spit ups, little accidents and spillages occur. Items in the new collection range from £12 to £19.95 SRP, making them an affordable gift to welcome a newborn or to mark a first milestone like baby’s first Christmas, as well as a super sweet selfpurchase. With high collectability too, customers are able to purchase multiple items from the same animal theme or mix and match the different creatures to create their own ensemble of items from the range.

Helen.cottrill@enesco.co.uk | www.enesco.co.uk

Clever wearable baby nail file

The safe and simple solution to baby nail care.

Invented by parents out of the necessity to care for their own newborn’s nails. It’s smart hands-free design allows you to cuddle, feed or even read to baby whilst filing keeping them happy and relaxed. A unique snap-off nail file is attached to the wearable Thumble and is available in two grits ‘New Baby’ and ‘6 months+’. As the nail file is worn, you can care for baby without the worry of dropping the nail file. Used regularly, Baby Nails is all that is needed for continued care of a baby’s nails from birth. 40

nursery today

sales@baby-nails.co.uk | www.baby-nails.co.uk

Shnuggle has gifting all wrapped up Shnuggle is a go-to for Baby Gifting with the Shnuggle Bath a staple item for creating hampers for Baby Showers and being a perfect gift for all new parents. The stunning new Taupe Bath creates a timeless, stylish addition to baby bath-time that embraces the colour trend for 2021 of neutral stone hues. The new earthy tone creates warm cocooning spaces that feel intimate, inviting and familiar encompassing everything the Shnuggle Bath stands for, designed to take the stress out of bath time for babies and parents. Suitable from newborn, the clever bum bump helps you support even the tiniest baby in an upright position, offering a more enjoyable and comfortable bath-time for babies. With government restrictions easing and baby classes reopening, plus the ability to travel, the Shnuggle Baby Yoga Play Mat, is a lightweight, portable and comfy mat made from warm-to-the touch material, designed to give parent and baby bonding and nurturing time. Alongside Baby Massage and Tummy Time, Baby Yoga helps foster baby’s development, ease colic and improve sleep. It creates a calm and soothing environment for parent and baby to connect and bond as well as an opportunity for parent self-care and improvement of their mental well-being. With a non-slip back, the mat is perfect for floor play time, especially when baby starts to crawl and walk – parents can be safe in the knowledge the mat will not slip on hard floors. Plus, the mat is brilliantly resistant to moisture and bacteria and can be easily cleaned so parents are reassured they can make sure the mat is clean and safe for baby. For a gift that spans the years, the Shnuggle Moonlight is the sleep friendly portable nightlight with dual Parent and Child modes to provide a comforting light from newborn night feeds to a soothing bedside light for the child as they grow.

hello@shnuggle.co.uk

The perfect little baby gift.

Knitted Nursery A cleverly designed wearable nail file for safe and simple baby nail care.

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Reach out to your local Mary Meyer agent or contact us at orders@whitepebbleint.com

Contact details: | sales@baby-nails.co.uk www.baby-nails.co.uk nursery today 41

focus BABY GIFTS

At Home Soft Play Fun!

Babies receive Christmas Gifts too

Bring the soft play home for endless hours of fun for your little one, with Nuby’s new obstacle course and ball pits!

Made of Mary Myer’s popular Putty fabric with a Christmas twist, this super-soft textured fabric appeals to modern parents. Sophisticated muted colours on stitched hat and scarf. Snowcap Putty Snowman is part of Mary Meyer’s Christmas Putty collection.

Create your own indoor playground with Nuby’s soft play ball pits or obstacle courses. The ball pits come in grey velvet and jersey fabrics that are certain to look great styled in any home and also have removable covers for ease of machine washing. Nuby’s obstacle courses feature multiple sections that can be built to best suit your space and your little one’s imagination. They’ll be entertained for hours climbing and jumping into the mini ball pit included. Ball pits are great to develop your baby’s core strength and fine motor skills, as they begin to support themselves sitting up and playing with the balls. They’re the perfect gift to keep little ones entertained, whether its for Christmas’, birthdays or even just a summer holiday treat.

www.marymeyer.com

www.nuby-uk.com

Snowcap Putty Snowman is a chubby snowman that will become a cherished companion.

Co-ordinate gifting with Ickle Bubba Ickle Bubba set to launch their first ever Gifting range Launching with three keepsake gift sets, Ickle Bubba welcome little ones to the world this Autumn/Winter with a choice of two knitted gift sets; the three-piece comprising a 100% cotton romper and coordinating hat plus a cuddle llama toy – a perfect first companion for bubba. The two-piece set includes a super soft 100% cotton intarsia blanket with contrasting bear design and a tactile ribbed trim, with an adorable cuddle bear. For parents who love to mark all those special moments, they can with the Cosmic Aura Baby Milestone Gift Set.

Give the gift of sleep Babymore are happy to introduce, to those who haven’t already been acquainted, the much sought after Eva Cot Bed. The Eva is a space saving mini cot bed, requiring a 120cm x 60cm mattress, giving parents with limited space the option of a sleigh cot bed without compromising on features, quality, style or lines and all for the best value in the category. At only 137cm in length, it fits easily into any child’s nursery, boasting teething rails, 3 base heights to accommodate your baby’s growth, a full width drawer for all the bedding, all around slats for good air circulation and Babymore’s signature single handed dropside, easy to operate and meeting the latest standards and specifications. When your child has grown, the Eva can be converted in a toddler bed lasting up to 5 years of age. The Eva is such good quality, and the design so timeless, that parents who already own the Eva, have used it for a second and even a third child.

www.babymore.co.uk 42

nursery today

meghan.bird@icklebubba.com

All wrapped up The classic, Ergobaby Sleeping Bag is suitable from birth. The Ergobaby Sleeping Bag keeps growing babies warm and cosy without loose blankets. Each bag is hiphealthy and made from soft, breathable, machine washable cotton. They have two-way zips for easy nappy changes plus a harness slot for use in strollers and car seats, making them convenient essentials for all parents at home or on-the-go.

service@ergobaby.co.uk

focus

INSIGHTS FAMILY

Parent’s most trust

media channels in 2021 This month Insights Family’s Founder & CEO, Nick Richardson takes a look at the various media channels used by parents. Their insights are illustrating that TV is still on top, but Facebook, Instagram and TikTok trust increases by an average of 12% this year, with YouTube to be trusted by twice as many parents by Christmas.

CEO - The Insights Family Nick is the Founder and CEO of The Insights Family. Our purpose is to provide kids, parents, and families with a voice to shape their world. The Insights Family are the global leader in kids, parents, and families market intelligence and have become the business-critical tool for some of the world’s biggest brands. Nick himself has become a go-toexpert, who is a regular speaker at industry events across the US, Europe, and Asia-Pacific, with the business operating its Kids Insights and Parents Insights services across 17 countries. Nick is a Manchester Metropolitan and University of Bolton graduate, and has previously worked in senior marketing and strategy roles for companies such as Exxon Mobil, Hilton Hotels and PennWell. Nick returned to Manchester in 2017 to setup The Insights Family. Nick lives in South Manchester with his wife, one daughter and two dogs. He is a keen tennis player, United fan, and a frustrated racing driver. He is a proud Mancunian and hopes one day to drive around the world.

About Insights Family The Insights Family has been totally refreshed for 2021 and now surveys parents of children between the ages of 1 and 16 in 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, UK and US). The Insights Family will now survey more than 2,600 parents every week totalling more than 130,000 per year, providing real-time data on the attitudes, behaviour and consumption patterns. Our realtime portal is continually updated to allow our clients to spot the latest trends before their competitors do. For more information on The Insights Family, and to download their Future Forecast report visit www.parentsinsights.com/ futureforecast or call 0330 159 6631.

he Insights Family speak to a family member somewhere in the world every 60 seconds. In the UK, they survey 410 different kids (aged 3-18) and 200 parents of 1–16-year-olds in the UK providing a continuous stream of real-time data. Each generation of parents is not only different from their predecessors, but constantly changing. As their attitudes, behaviours and consumption patterns continue to evolve, a ‘one size fits all’ strategy is no longer relevant for your product, marketing, or sales strategy. During the pandemic, we have witnessed some fundamental shifts in the way parents consume media, and therefore adverts. We ask parents not only what media they are consuming, when it comes to advertising or marketing: what are you more likely to trust? This data has highlighted generational divide which brands need to be aware of if they are planning their advertising and media spend for this Christmas season. For all generations of parents between the ages of 18 to 56 plus adverts on TV are the most trusted. Although the way families consume TV content has shifted (with 79% of parents now watching Netflix weekly or more and 60% watching Amazon Prime Video) streaming is often the go-to medium but provides few opportunities for advertisers. Despite that, TV still has a huge reach and is even the number one hobby for the whole family in the UK. It’s clear seeing a brand on TV offers a certain element of trust and confidence with UK parents. However, looking more closely at the data, a generational appear. For younger parents aged between 18-25, adverts seen on TV still tank as most

trusted (35%) but it is very closely followed by adverts seen on YouTube and Instagram, at 31% and 25% respectively. On the other hand, parents aged between 36-45 report that they hold almost twice as much trust in TV adverts at 60%, followed up by recommendations seen on forums and adverts heard on the radio, at 29% and 27% respectively. But attitudes are changing. Since the start of the year, the trust held in adverts on YouTube has increased by 15% amongst all

“

For younger parents aged between 18-25, adverts seen on TV still tank as most trusted (35%) but it is very closely followed by adverts seen on YouTube and Instagram, at 31% and 25% respectively.

“

Nick Richardson

generations. If YouTube was to continue on this trajectory, by Christmas 2021 it will be the 2nd most trusted platform for parents of all ages, young and older. Throughout 2021, trust in TikTok has also increased by 19%, Facebook by 10% and influencers by 8% highlighting a shift in parents’ attitudes. What this means to you… In an ever-changing landscape, brands, retailers, and manufacturers need to understand where to effectively target their audience. For brands planning their Christmas 2021 spend, please get in touch to book a demo of our media planning tools and insights. To celebrate the launch of our Parents Insights™ global service, The Insights Family® have also recently released a new report on “The Next Generation of Families”. A number of trends have emerged as highlights in the report, including the multigenerational shift toward kids being influenced by parents; the rise in gaming as a family activity; and increased focus on education, wellbeing, and the environment. To download the report, and get Freemium access to Parents Insights, visit: get.theinsightsfamily.com/familyreport/

nursery today

feature MEET THE PRs

The perfect PR Getting your news out into the world can sometimes prove quite a tricky business with an endless list of pressing things to do. Fear not, as a trade sector Nursery has the perfect PR companies at your disposal. They know and understand our industry and take the pressure off and can do all your promotion for you. From contacting the necessary press to marketing online, here is a selection of good PR companies who know exactly who and how to get your news, deals, offers and promotions read by the right people, something that will only help you and your sales succeed.

Award winning Friendly and approachable, bumpPR is an awardwinning family agency that offers a range of services tailored to suit individual brand goals and budget.

Now in its 17th year, Azaria is a UK leading family specialist PR, Influencer, Digital Marketing and Social Media Agency.

Celebrating a decade in business this year, the agency has become renowned within the Nursery sector for being a truly hard-working and passionate PR team.

With a proven track record and envied reputation, Azaria works with brands big and small, helping clients reach their business goals through targeted campaigns.

The agency has garnered a portfolio bursting with some truly iconic brands, including Medela, Snüz, Kit & Kin, and Polarn O. Pyret, to name just a few. bumpPR prides itself on having long-standing relationships with many of its clients, having represented some since the day the agency first opened its doors 10 years ago.

including Maxi-Cosi, Beaba, Huffy Bikes, Co-op Little Pioneers, Emma’s Diary, The Children’s Furniture Company and Baby Central to name but a few, looking after all their PR needs; product launches, social media, celebrities, influencers, awards, sampling, brand and expert partnerships, product placement, and much more. Azaria is well known amongst the media, influencers and celebrities as the go-to agency for all-things family.

A small, dedicated bunch with bags of experience, team bump has heaps of enthusiasm, ideas and connections to boot. From press to celebrities, bloggers to influencers, the team are tenacious when it comes to getting great results. Every client is made to feel important, with each tailor-made PR package delivered by passionate and knowledgeable professionals. Whether it’s a long-term, integrated strategy or a cheeky little social post, bumpPR will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, they’ll get the right people talking about you.

01462 613 002 | www.bumppr.co.uk 44

Azaria – here to help brands grow

nursery today

From strategy to content to execution, Azaria handles it all. It nurtures all clients

Clients can take advantage of Azaria’s interactive influencer database ensuring every campaign is highly targeted for the ultimate in engagement. Whilst our new for 2021 Digital Marketing service covers Google Shopping, Shopify and expertly created Facebook ads, to ensure fully-rounded campaigns that drive web hits and product sales. Managing Director Amber and her fantastic team are experts at what they do and their passion shines through.

01604 217 000 | hello@azariapr.co.uk www.azariapr.co.uk

23 years PR experience Bertelli Comms offers senior level PR expertise at affordable rates giving clients the option of carrying out stand-alone PR projects or employing a retained press office function.

Searching for ambitious brands Vista, a communications agency with the highest standards of professionalism, is looking for brands eager to challenge and be challenged on a collaborative journey together. If you are looking for a partner that offers first class consultancy, a place to be heard, trusted, challenge and be challenged, then Vista is the agency for you. The team promises an ‘in house’ communications service, taking the weight of day-to-day pressures, providing solid counsel and straight talking with the highest standards of delivery and professional reporting. Vista combines multiple sector experience with a single-minded focus on the family market. Delivering creative ideas to change hearts and minds, Vista positions brands to parents in a meaningful way. Celebrating their 10th year working with leading family brands, all social, digital and media delivery is measured precisely against business objectives. The team understands business pressures so they prove value in their delivery, every step of the way. Luisa Svensson, Trade & Consumer Marketing Manager Graco UK comments: ‘Vista are great. A highly valued member of our team’. To see how a strategic communications programme can transform your business contact Jane on the below.

With over 23 years PR experience across various sectors, Lianne Bertelli and her network of PR freelancers specialise in targeting parents with dedicated B2C and B2B PR support incorporating product placement, influencer marketing and social media management. This experience has enabled Bertelli Comms to build an unrivalled media database and the consultancy combines all of the services you would expect from a large PR agency with the flexibility of working with a freelance PR consultant. Having worked alongside big brands as well as small start-ups Lianne and understands the importance of implementing a PR strategy that supports a client’s business goals, raising brand awareness and ultimately driving sales. Experience within the nursery sector spans several categories including maternity, feeding, bathing, apparel, teething, toys and more.

07739 023 756 lianne@bertellicommunications.co.uk www.bertellicommunications.co.uk

01295 369 182 | jpd@vistapublicrelations.com nursery today

Image source pexels.com

RETAIL MATTERS

Retail matters

Online4baby’s Managing Director, Christy Foster takes a look this month at the importance of bricks and mortar stores on our high street and their upcoming expansion plans.

eflecting on the past high street, this strategic decision month’s performance will ensure we are able to showcase it is great to see the our portfolio of brand partners in a growing sales of travel sensorial environment. Naturally, a items. I think the world is very much retail presence will also provide a ready to get back out and about platform for our exclusive products, and this is definitely evident in the giving our consumers a real reason consumer behaviour we are seeing. to come into store. That’s why we From travel systems to travel cots, it is nice to think of our customers We are now looking enjoying the sunshine and to expand Online4baby having some adventures into the great British with their little ones high street, this strategic during the summertime. Although consumers decision will ensure we are purchasing online now are able to showcase our more than ever, this does portfolio of brand not mean you should partners in a sensorial ignore the benefits of the environment. high street. Bricks and mortar will always hold value to the modern consumer, with perks such as being are looking to acquire a selection of able to test, try and feel the strategically placed retail stores products before buying; something ready for launch in 2022. If you have online is just not able to compete a suitable property and would like with. We are now looking to expand to discuss this further, please email Online4baby into the great British myself at cmf@online4baby.com.

“

Join our team: We are rapidly expanding our Manchester based teams, currently recruiting for the following roles. ■ Senior Ecommerce Executive ■ Brand Marketing Manager Apply on LinkedIn

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Online4Baby

Opening physical stores is a crucial move for our industry. We have a responsibility to our customers to give them an opportunity to view products in person if they wish to do so. When selling products for little bundles of joy, we have to get it right. Safety products such as car seats involve a lot of thought behind the purchase. Factors including: harness height, harness tension, correct fit for their car, and more could be tested before the decision-making purchase to ensure the customer is entirely happy with the product they are buying. This leads to the customer less likely to return an item or require a refund, leading to an overall better customer service experience. I’ve found that this month in particular it has been important to keep our offering refreshed with new stock. In the last 30 days alone we have added 72 new items to our website! We pride ourselves on our range of great quality products at prices that satisfy the customer. We will continue to expand our range

and are keen to onboard brand partners who share our values of quality products for the best possible prices. This is the logical next move for Online4baby as we continue to maintain our position as one of the No.1 Independent Nursery Retailers in the UK. By expanding our offering we aim to bring a wider variety of products to our customers which will ultimately result in a convenient onestop shopping experience! If you are interested in joining us on our journey and would like to learn more about becoming an Online4baby brand partner please contact Jenny at jbrooks@online4baby.com. A sense of normality has washed over the office this month. We have set our 2021 targets high, and as our business continues to grow so will our team. Investing in the future of our business is an exhilarating next step, and we are enjoying plenty of new faces around the offices. If you are interested in joining the Online4baby family please contact kduffy@online4baby.com.

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

Perfect hat trick Get ahead this summer with new baby sunhats from Splash About!

Add a pop of colour Sunshine or Mono? Ickle Bubba extends colourways for Dursley Nursing Chair

Splash About has launched a cute but ever so practical range of Legionnaire’s Hats. Lightweight and quick drying these sunhats are designed to be worn in or out of the water and because they are elasticated inside, they fit comfortably and well without slipping off. The fabric of the hat provides UPF50+ sun protection and due to its inherent design, the longer fabric covers the vulnerable neck area, while the peak at the front protects baby’s eyes from the sun’s glare! Available in two sizes; 1-3years and 3-6years in a wide range of Splash About’s best-selling designs.

www.splashabout.com

Building on the success of the Dursley Nursing chair, Ickle Bubba have revealed two new colourways for this modern rocking chair and stool; Sunshine and Mono. Enabling parents to add a pop of colour to baby’s room, the Dursley nursing chair in Sunshine makes a real statement. Meanwhile, the Mono design allows parents to build their colour scheme around its slick black and white design. Featuring a soft textured woven fabric finish and armrest pockets to keep essentials close-by, night feeds have never looked so inviting.

darren.pumfrett@icklebubba.com

Perfect rotation

introducing Turn2Me Grac o cont inue s to go from stren gth to stren gth as the bran d reinforce s its posi tion in the UK mark et for prod ucin g qual ity gear at the very best price for savv y pare nts. will get parents in a spin Turn2Me, Graco’s brand new Isofix rotating car seat that swivel’s 360° d rearward facing from extende Offering . comfort superb with its high spec safety features and 4 years), this car seat will to (up 9-18kg from facing forward and years) 4 0-18kg (birth to approx. grow from baby to child. an exceptional price with Graco’s welcome addition to their car seat family is designed to be at at its first consignment out sold seat the that surprise no is It no compromise on safety or quality. with the re-stock noise of lots make to up gearing now are Graco launch. within two weeks of coming back in. Watch this space! on For more information, contact your account representative or email us uksales@allisonbaby.co.uk

www.gracobaby.eu/uk/turn2me

nursery today

new!

supplier snapshot This month we question some of the industry’s finest to find out more about current promotions/stock issues, new product launches and how some are currently managing rising costs within their business.

Holly Brewer MARKETING MANAGER, ERGOBABY UK

Are you currently offering any promotions/offers? Our new Metro+ stroller and our baby carriers are a dream team for parents on the go, and in order to celebrate this duo we are currently offering consumers up to £60 cashback with the purchase of a promotional baby carrier (Embrace, Adapt, Omni or Aerloom) in combination with the ultra-compact and comfortable Ergobaby Metro+ stroller. Do you envisage any particular stock issues on the horizon? We don’t envisage any stock issues at this present time although the ongoing COVID-19 issue around the world may lead to longer than usual lead-times. With the current increase in shipping costs, how are you managing these within your business?

Jonathan Feingold UK DIRECTOR, INGLESINA

Are you currently offering any promotions/offers? Yes, for August we are offering the following great deal: Order at least any two Aptica or Aptica XT’s systems during August AND at least one of the gold award winning Quid² strollers, and we will give you a Back Pack or Day Bag to match the systems of your selection, FREE OF CHARGE worth up to £94 eacg at retail. Do you envisage any particular stock issues on the horizon? We are perhaps very fortunate making our best selling items in our own factory in the north of Italy only 40mins from Venice and so we are on a two week delivery schedule from factory to store. Do you monitor RRP online or in-store to assist everyone to be able to operate on a level playing field? We believe all our retailers need the full 40% profit margin we offer so they can make money and not be faced with all that time and effort at great cost and then have to price match the internet at some uncompetitive near worthless margin. We strongly back our retailers with all our efforts to make the most use of the beautiful displays we provide free of charge. With the current increase in shipping costs, how are you managing these within your business? We had a new price level following the cost changes from leaving the EU in January this year and are so are pretty uniquely managing to hold our prices at that level. The issue is as in everything, in that we don’t know what is next! Have you any exciting product launches on the horizon? Wow! do we have something beautiful and extraordinary that we are launching at Harrogate on our stand Q2 . This is quite simply the answer to the impossible conundrum all new mums face. How can you have a beautiful full-size pram with all the features yet be extremely light weight and ultra compact when easily folded with one hand! So, I personally invite you all to come and see the brilliant new answer! Hum, better make an appointment as we have so many people coming!

www.inglesina.uk 48

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Increased shipping costs from the Far East and extra costs caused by Brexit are generating pressure which may lead to increases in cost and retail prices over time, but we will allow time for the market to settle before making any pricing decisions. Have you any exciting product launches on the horizon? Our brand new Aerloom carrier is made to fit to parents’ daily lives, empowering them to live active, on-the-go lifestyles with baby, while still feeling like themselves. Through its FormaKnit fabric and streamlined design, this carrier redefines the way consumers think of comfort through fit, lighter weight, and airflow. Formaknit is made with 87% post-consumer recycled polyester, the equivalent of about 26 water bottles (with cap) per carrier. Adjusting from newborn to toddler (7-35lbs / 3.2-15.9kg), Aerloom offers three carry positions. It is also one of the lightest structured carriers on the market, weighing less than 1.5lbs (0.68kg) and is incredibly well ventilated.

www.ergobaby.co.uk

Donna McCullough

50o% ordi

MARKETING MANAGER, JOHNSTON PRAMS

off N Family Facemasks

Are you currently offering any promotions/offers? Johnston Prams and Buggies is currently running the following promotions: • for JANE we are offering Groowy and Groowy Nest car seat at 25% off; • the JANE Minnum and Matrix car seat have 33% off; • for Noordi 2020 models there is 10% off 2-in-1 packages; • all our facemasks are half price as well! Anyone who is interested should contact: sales@johnstonprams.co.uk Do you envisage any particular stock issues on the horizon? At the moment we have adequate stocks. We plan well ahead through the year and are grand for the next quarter. Do you monitor RRP online or in-store to assist everyone to be able to operate on a level playing field? Everyone is given the same opportunities with regard to pricing to ensuring a level playing field. With the current increase in shipping costs, how are you managing these within your business? We may have to review our position on this in the next couple of months and review pricing in Q4. For now, it’s business as usual. Have you any exciting product launches on the horizon? The team at Johnston Prams and Buggies is in the process of creating a new brand of beautiful 100% cotton sustainable baby bedding called ‘Forrest’. We are really excited about this new range which fills a gap in the market for on-trend bedding that has been designed to compliment modern day nursery décor. The colours and designs are lovely! The GOTS labelled, ethically sourced range will be available at Harrogate.

www.johnstonprams.co.uk

Julie Ebrey

MANAGING DIRECTOR, HARDENBERG/ANGELCARE

Are you currently offering any promotions/offers?

All our partners are given offers on a bimonthly basis to help them to compete in the market, we are passionate about always working collaboratively, and believe it’s important to support the nursery trade sector, especially now as we know that new parents are starting to venture out slowly and feedback has shown that there is a lot of comfort gained from shopping locally and in a smaller environment where the store owner is really working hard to protect the shopper from any risks.

our supply chain and we envisage a heathy stock flow in this new normal. This is helped by the fact that our manufacturing sites are dedicated to the Angelcare brand globally meaning we are in a good position to be guaranteed supply. Have you any exciting product launches on the horizon? Yes, we have several exciting new product projects in the pipeline that we hope to showcase later this year, so watch this space. www.angelcarebaby.com

Do you envisage any particular stock issues on the horizon? Working through the pandemic and providing stock on time has been a challenge for everyone in the industry. But we have a strong team managing

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BPA

notice board September is the US Baby Safety Month

Robert Anslow M anaging Director If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

www.b-p-a.org

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The Juvenile Products Manufacturers Association (JPMA), which is the US equivalent of the Baby Products Association, is once again sponsoring the US Baby Safety Month in September. This year, the JPMA is helping to educate parents and caregivers on the safe selection and use of baby products. It is also encouraging the wider community to become safety ambassadors through civic engagement. Parents and caregivers have many responsibilities but keeping baby safe and healthy is a number one priority. Whether people are expecting a first baby, adding to a growing family, or becoming a grandparent, Baby Safety Month offers simple steps to keeping babies safe. By following guidelines, families will be equipped with the knowledge to create a safe space for babies to grow, learn and play. The online guide provides practical support with basic advice regarding obvious hazards such as electrical sockets and blind cords; and not so obvious items such as dishwashers, hanging table cloths which can be easily pulled down; and poisonous plants. It also advises additional hazards when expecting a second or third child such as small parts from toys and a toddler’s ability to open doors, potty lids and cabinets. The guide echoes the Association’s advice and recommends ensuring that all products purchased for a new baby meet current safety standards and to avoid buying second-hand products if possible. If second-hand goods are used, then it is essential to check that all of the parts are available, the product is fully functional and not damaged or broken and that it hasn’t been recalled. It also advises that not only the baby’s own home is safeguarded, but any home that it may visit regularly such as grandparents, or a babysitter. There are four concise categories of the guide: Basic Safety; Bathroom Safety; Car Seat Safety and Safe Play Time – plus an informative video.

Get involved The JPMA is encouraging both retailers and manufacturers to get involved with Baby Safety Week and offers a number of online resources to help spread the word. This includes a social media info guide, social media messages, social media images, an ambassador brag badge, educational videos, and a template press release. It is also organising contests such as a Best Baby Photo Contest showing products being used properly and according to instructions; plus a weekly prize bundle with the JPMA. In the past the giveaway programme has received tremendous engagement and proves the highlight of Baby Safety Month among parents. Companies wishing to participate in the prize bundle giveaway can contact: achezem@jpma.org (no later than 15th August 2021).

Concept & Innovation The deadline to enter the Concept & Innovation Awards is Friday 27th August 2021, so if you have an innovative new product idea (this could be something already in production, a prototype or simply a diagram) then don’t forget to enter. It’s free of charge and anyone can enter from companies already working in the sector, mumprenuers, to college and university students – the only criteria is that the product must not be launched to the market prior to Harrogate International Nursery Fair in October. Again, entry forms can be downloaded from the website.

Don’t forget to enter the awards The Association is once again hosting the industry’s favourite trade awards at Harrogate International Nursery Fair in October. All exhibitors at the show are invited to enter, giving companies the chance to really make their products stand out from the rest at the show. Judges are all nursery industry experts and the criteria for excellence is based on safety, product functionality, consumer demand and value for money, among other aspects, giving retailers an expert opinion as to whether a product is considered a good one to stock. This year, there are nine categories to enter: Travel, Child carriers, Furniture, In the Nursery, Textiles & Soft Accessories, Baby Essentials, Safety, Toys & Educational and Best New Product. Entries will only be accepted from companies exhibiting at Harrogate International Nursery Fair from 17th to 19th October 2021. Entry forms can be downloaded from the website at www.b-p-a.org

Annual general meeting The Association’s AGM took place at the beginning of July via Zoom with a healthy turn out for the meeting. Richard Bamforth has been welcomed as a new member of the Executive Committee. Working for DCUK, he brings many years of experience in the industry and has been a staunch supporter of the Association. Andy Crane of BabyStyle UK retains his position as chairperson, Marc Hardenberg of Majuma Ltd continues as vice-chairperson and Rachelle Harel of RHSM Group remains treasurer. Other members of the committee are Luke Burns, Selina Russell, Neil Slagel, Mitch Levene and Sonia Kelly providing a good mix of knowledge and experience from the company sizes and product ranges they represent. All members of the Association’s Technical Committee retained their places with Philip Kelly of Shnuggle welcomed as a new member and Ian Short of Turner Bianca replacing Julie Pentney following her resignation from the company. A full copy of the AGM minutes is available for all Association members, so if you haven’t received yours, please email Julie Milne at: julie@b-p-a.org

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Nursery Today August 2021

Articles inside

Retail Matters

Meet the PR’s

Retailer Profile

Feeding & Accessories

Kind Und Jugend

Allison Baby

Barking Mad

The Insights Family

Gifts