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’
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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.
