Nursery Today August 2023

FACE BACKWARD, LOOK FORWARD SECURELY

with the Britax Römer MAX-SAFE PRO Launching September 2023! Travel confidently (up to 7 YEARS/36KG) with the new Britax Römer MAX-SAFE PRO car seat, evolving into R129 of the beloved MAX-SAFE PRO line. Designed for top protection, comfort, and convenience, this game-changing seat lets your child ride rearward-facing for ultimate safety during frontal collisions. With extended capabilities, it’s safety and comfort combined. UN R129 approved, Swedish Plus Test passed - secure journeys await!

Speak to the Britax Römer team today: customerservice.uk@britax.com I

IG: @britaxromer_UK

Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Production Director

Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Robert Thomas robert@lemapublishing.co.uk

Contributors

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Pramland’s John Barker gives his final chapter in his trilogy of retailers competing with brands selling direct to the consumer.

Online4baby’s buying team are greatly looking forward to attending K&J this year, after a fantastic event in 2022.

The home of Joie, Graco and Nuna explains why Allison Baby makes 2023 its year of Innovation.

We had the pleasure to catch up with Joel Lucy of VTech to gain a better understanding of this established brand.

editor’s letter

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

Here we all are in the month of September and it’s not long now until the doors open to Kind + Jugend 2023 and as such, you will find a preview of the show starting on page 14.

Kind + Jugend has continued to experience growth, with more than 970 suppliers selecting the event to showcase their products. As an international trade fair for the baby and toddler

sector, Kind + Jugend has consistently proven itself as an indispensable platform for industry professionals. Attending this event offers nursery retailers a unique opportunity to explore the latest innovations, network with key players, and gain a firsthand look at the products that can potentially drive trends in the coming year.

This year’s Kind + Jugend promises to be more significant than ever before. As the show recovers and adapts in the post-pandemic landscape, this event is poised to showcase ground-breaking products and solutions that address the evolving needs of modern parents. Nursery retailers attending will be positioning themselves at the forefront of discovering advancements across many nursery product categories.

We also had the opportunity to catch up with their Show Director, Jörg Schmale prior to the show doors opening to find out what’s new and what the expectations are for the 2023 event. You can read this by simply turning to page 26.

But that’s not all. This issue also shines the light on Feeding & Weaning (page 27) Gifts (page 36) and Compact Folds (page 45).

Furthermore, we understand that in the fast-paced world of nursery retail, establishing a strong brand presence and business awareness is paramount. That’s why we’re excited to introduce you to specialist PR companies that possess deep-rooted knowledge of the baby and infant sector. These experts are armed with the insights needed to amplify your business’s reach and elevate your brand awareness, leading to increased customer engagement and loyalty. To ‘meet the PR’s’ simply turn to page 42.

You will also notice that our Cover Star this

month features Joie, introducing their newly launched i-Spin Xl. Allison Baby, the home of Joie, Graco and Nuna, and hot on the heels of a successful 2022, the business has been determined to reaffirm its position as industry leaders when it comes to design and innovation. In a bumper year of launches, Joie unveiled a new addition to its spinning family, the i-Spin XL – a birth to 12 powerhouse that can fulfil the brief as the only car seat kids will ever need. Nuna launched the PIPA urbn, an innovative infant carrier with built in ISOFIX – meaning there’s no need for a base, while Graco launched its bedside crib, the Sweet2Sleep. You can check out our Cover Story starting on page 12 for more information.

Last but certainly not least, can I extend hearty congratulations to the winners of our annual Nursery Today Golf Day, where we experienced our first female player who totally stole the show! Malcolm Naish gives his ‘round up’ of the day’s events over on page 50, adding: “Wow! Woman power in the nursery industry. Well of course I already knew that our industry abounds with ladies at the helm of many companies holding key positions, but within our annual golf day, a lady had never won the Individual Stableford competition.” Enter stage left, Doddl’s Cat Dodd who told Malcom beforehand that she had not played golf for at least 15 years! “With that in mind I gave Cat a lady’s handicap of 36 and she comes into the clubhouse having scored an amazing 48 points! I’m told by her team mates that Cat produced some fantastic golf. Cat took all of this in her stride, as if she won golf days every day of the week. A lovely lady and well deserved.”

Check out Kind + Jugend 2023 in our preview starting on page 14.

The annual Nursery Today Golf Day was in full swing –find out the scores and events of the day over on page 50.

Culture and People are Invaluable.  Green Sheep Group’s Head of HR, Sian Phillips, reflects on

Royal recognition for Doddl

On the back of their King’s Award for Enterprise win, Catherine Dodd, doddl Founder, represented doddl at a reception held at Buckingham Palace, to celebrate the recipients. Not only this, but as one of the winners of the coveted Innovation category, Catherine was personally selected to meet King Charles III. Here Catherine reflects on her day at the Palace.

organisation.

I truly believe that at the heart of any successful organisation is a vibrant and supportive culture that prioritises its colleagues.

It’s only natural that when people feel supported, they become more motivated, proactive, and innovative which in return leads to increased efficiency, improved customer satisfaction, and a competitive advantage in the market. Ultimately, with an ambitious and engaged team you can achieve anything as a business so it’s certainly worth investing in your people.

Creating a culture of growth and development which supports colleagues’ professional advancement is invaluable. By having clear training and development plans, goals, objectives and opportunities for skill enhancement, an organisation can empower its colleagues to really connect with its brand and products which can help businesses to stay ahead of industry trends and develop the expertise needed to drive innovation and adapt to evolving challenges. Knowledge is power, so supporting your colleagues to be engaged and empowered is truly important.

Our colleagues are our internal brand ambassadors so it’s key that we foster an environment where individuals feel valued, rewarded, and recognised for their contributions to the success of the organisation.

We’re creating a unique attraction to Green Sheep Group by constantly developing and building on our offering, support and proposition so that we not only attract the right people to work here but we retain our team as well. We want our Sheepers to feel passionate about our brands and be proud to work here so that we can nurture our growth in the best way possible. We are especially passionate about supporting our parents in the same way our products do, and with this in mind, we recently revamped some of our core benefits to ensure we offer important things like enhanced maternity & paternity schemes and meet the cost of antenatal NCT classes & paediatric first aid training.

I believe by investing in your people in the right way, you can create a positive and meaningful culture which will result in an engaged, motivated and collaborative team which ultimately will play a key role in the success of an organisation.

In a world where consumers are becoming more conscious about the products in which they buy, it’s surely important to know that the people and team behind the products are as just as passionate about them as are they are?

www.greensheepgroup.com

“It was a memorable day. My business partner Laura and I arrived appropriately attired at the gates of Buckingham Palace, but sadly this is where we parted company as only 1 person was permitted to attend on behalf of doddl. Strolling through the front gates was a surreal experience having visited many times in the past and stared through those iconic black gates pondering what lay behind. I was escorted into the private courtyard through the main entrance and from there, we weaved our way along corridors and stairs until we reached the state rooms overlooking the gardens, in good time for the start of the reception at 6pm. Champagne and canapes flowed. As I looked out over the gardens it reminded me of the fantastic ‘hip hip hooray’ salute that boomed from my tv during the coverage of the late Queen Elizabeth’s funeral. There was such a mix of awardees at the reception; it was fascinating hearing their stories and the paths they followed in building their businesses.

“It was such an honour to be chosen to speak to His Majesty, especially as this was the first year of the King’s Award (having previously been the Queens Award), and in a year that the Royal Family, particularly the Princess of Wales, has committed so passionately to a cause that is close to our hearts – the importance of ‘Early Years’. King Charles and I discussed Innovation and Sustainability, values that sit at the heart of doddl. I was also delighted to have a chance to speak to the Duchess of Edinburgh, and learn that her hands on commitment to sustainability started years ago, mending all her children’s broken toys to avoid waste. His Majesty and other members of the Royal Family departed at about 7.30pm, and the reception drew to a close shortly afterwards, after which time the awardees started to disband….no doubt heading for a celebratory drink to round off the occasion!

“It was a truly unique experience and an honour to meet some of the other very worthy winners of the King’s Award.”

Catherine dodd is founder of doddl, a company that creates innovative feeding tools for children. Catherine created the award winning children’s cutlery from her experiences of raising her 3 children (born within 16 months of eachother) and the challenges she faced at mealtimes. They have recently launched their newest innovation, a world’s first, 2-in-1 bowl, already winning rave reviews and awards, including a gold award in the International Baby Innovation Awards 2023. For more information about doddl visit www.doddl.com and for partnership opportunities speak to Global Head of Sales Tim Dowds – Tim@doddl.com.

Halilit partners with Jellystone Designs

Distributor of high-quality children’s products, Halilit is absolutely thrilled to announce their exciting partnership with Jellystone Designs, the renowned brand specializing in safe and stylish silicone toys for children.

This collaboration marks an extraordinary milestone in Halilit’s commitment to providing innovative and engaging products that promote early childhood development and sensory exploration.

Jellystone Designs has earned a stellar reputation for their unwavering dedication to producing toxic-free, BPA-free, and phthalate-free silicone toys that are absolutely safe for children of all ages.

“We are absolutely overjoyed to welcome Jellystone Designs to the Halilit family,” exclaimed Amy Wildman, Sales & Marketing Director at Halilit. “Their unwavering commitment to safety, design, and functionality perfectly aligns with our mission of providing exceptional products for children. We couldn’t be prouder to represent Jellystone Designs and expand our portfolio, offering even more choices for retailers, parents and caregivers who seek the very best toys for their children’s development.”

www.halilit.co.uk

the pivotal role that investing in people plays in shaping a successful and thriving

Grant Koston joins team Venicci

Venicci is delighted to announce Grant Koston as their new Commercial Manager. Expressing his enthusiasm, Darren Pumfrett, Managing Director of Venicci UK, stated, “I’m thrilled to be working with Grant once again. His extensive 20+ years of experience within the Nursery Industry make him the perfect fit for this new role.”

Buggysnuggle teams up with Roma Prams

Buggysnuggle are teaming up with Roma Prams as their exclusive distribution partner in the United Kingdom.

“We were looking for a suitable distribution partner, who not only could give our brand exposure, but who loved it as much as we do. Within the first few seconds of our initial conversation, we knew we had found the ideal partners. My team and I are beyond excited to be working alongside Roma Prams to bring our new collection to the UK market as we gear up to celebrate our 25th birthday in the coming months”, comments Lia Murrain, owner of Buggysnuggle.

Interested in stocking the Buggysnuggle range? Contact Roma Prams at: hello@romaprams.co.uk

Introducing Axkid Grand Tour

Swedish innovators, Axkid, have expanded beyond their range of awardwinning car seats to introduce a new 4-in-1 bike trailer. The Axkid Grand Tour offers a versatile solution for parents, with the option to use it as a trailer, running buggy, stroller, or extra storage. Continuing their passion for child safety, this new product from Axkid boasts a number of features to offer maximum comfort, security and adaptability for any adventure. www.axkid.com/uk

FOR MORE DETAILS PLEASE CONTACT US AT INFO@VENICCI.CO.UK OR CALL US ON 01302 953872

Are you ready for Harrogate?

Harrogate International Nursery Fair – from 15th to 17th October 2023 – is now firmly on the radar of nursery retailers and buyers in Britain and Europe and Adrian Sneyd, show organiser, urges visitors to secure accommodation for their visit as demand will be at a premium.

Adrian explains: “Harrogate is a beautiful North Yorkshire town and a popular tourist destination too. With so many people attending Harrogate International Nursery Fair, both exhibitors and visitors, hotels and guest houses could be booked to capacity, so the earlier people reserve their accommodation the better.”

Once again, Nursery Fair has teamed up with Mice Concierge which has secured rooms in the town’s major hotels from as little as £109 per night. This includes Doubletree by Hilton Majestic, Crowne Plaza, The Crown, The Harrogate Inn, The Yorkshire and The Old Swan (to name a few). It can also offer preferential rates at venues such as Rudding Park and The Grafton. For more information visit: www.miceconciergeme.com/nurs23

Visitors attending the show are also reminded to ensure they register for the event as soon as possible to ensure they receive regular newsletters with show and exhibitor information and details of special show offers. Attendance is free for all trade visitors. For companies wishing to exhibit at the show, there is still space in Hall Q. For more information visit www.nurseryfair.com or contact adrian@nurseryfair.com or

Tel: 01902 880906.

Green Sheep Group receives Royal seal of approval

Green Sheep Group, led by Roger Allen, Chief Executive, and accompanied by Tim Cox, Lord Lieutenant of Warwickshire, had the distinct privilege of meeting His Majesty the King at Buckingham Palace. With other members of the Royal Family and senior Cabinet Ministers.

This remarkable occasion marked a significant milestone for the company as the first and only Warwickshire company to be honoured with the prestigious King’s Award for Enterprise.

Green Sheep Group emerged as the sole recipient from Warwickshire of this esteemed award, recognising outstanding achievement across various categories including innovation, international trade, sustainable development, and promoting opportunity through social mobility. Instituted by Royal Warrant in 1965, the King’s Award for Enterprise, previously known as the Queen’s Award for Enterprise, remains one of the most prestigious business awards schemes in the United Kingdom, celebrating the finest British businesses.

Commenting on this exceptional recognition, Roger Allen, Chief Executive of Green Sheep Group, expressed his gratitude and pride: “It is truly an honour to be acknowledged with this prestigious accolade, particularly as the first Warwickshire company to receive the new King’s Award. This achievement is a testament to the unwavering dedication and hard work of the entire Green Sheep Group team.”

Roger added: “Winning the King’s Award provides a significant boost to Green Sheep Group’s brands, The Little Green Sheep and Snüz. This recognition strengthens our strategic plans for future business development and sets the stage for international expansion later this year. The timing of this award couldn’t be more perfect.”

Winners of the King’s Award for Enterprise are granted the authority of using the distinguished Royal Crown on their products for a period of five years. This recognition enhances the reputation and credibility of UK businesses in both domestic and international markets.

Buggysnuggle teams up with Roma Prams

Buggysnuggle has been producing snuggly stuff since 1998; original products made from soft, cuddly fabrics that are loved by parents and baby. The multi-award winning brand has relaunched with a complete makeover to include new logos, packaging, social media presence and a new collection of bespoke designs & prints.

To add to the excitement, Buggysnuggle are teaming up with Roma Prams as their exclusive distribution partner in the United Kingdom.

“We were looking for a suitable distribution partner, who not only could give our brand exposure, but who loved it as much as we do. Within the first few seconds of our initial conversation, we knew we had found the ideal partners. My team and I are beyond excited to be working alongside Roma Prams to bring our new collection to the UK market as we gear up to celebrate our 25th birthday in the coming months”, comments Lia Murrain, owner of Buggysnuggle.

Molly Francis Coleman, co-owner of Roma Prams adds “Buggysnuggle is a fellow British home-grown brand, with an award winning design, and we’re thrilled to be taking on its relaunch into the UK marketplace. It is unrivalled in quality and versatility since 1998, and we look forward to seeing lots of growth under the Roma umbrella. With our wide distribution network, we plan to welcome the brand into independent retailers across the country, to keep babies snug this winter”.

Interested in stocking the Buggysnuggle range? They’d love to hear from you. Contact Roma Prams at: hello@romaprams.co.uk

Enesco announce return of Greg Walters as Sales Director

Almost three years ago Greg moved to pastures new to explore other opportunities outside the giftware industry, but the wonderful world of giftware enticed Greg back.

Greg says “Three years away has made me realise what a great company Enesco is. The diversity of product, combined with an experienced team and a fantastic customer base, means that coming back was a really easy decision.”

Enesco are also pleased to announce that Aline Mellor, formally Enesco’s Head of Marketing and E-Commerce has recently been appointed as the company’s Director of Marketing. Aline continues to bring a wealth of knowledge and new ideas to the company and will head up the brand, product development, e-commerce, creative and licensing teams.

Aline says “The world of gifting is a such a wonderful place, we play a part in so many peoples stories, celebrating their special moments with our gifts. I found many parallels to the travel industry from the way we treat our teams like a family to the collaboration with other businesses and brands. Leading the marketing department and bringing new ideas to life would not be possible without my fantastic team, who make everything happen with their combined wealth of experience and passion.” www.enesco.co.uk

Allison Baby makes 2023 its year of Innovation

Hot on the heels of a successful 2022, Alison Baby, parent company of Joie, Nuna and Graco, was determined to reaffirm its position as industry leaders when it comes to design and innovation. In a bumper year of launches, Joie unveiled a new addition to its spinning family, the i-Spin XL – a birth to 12 powerhouse that can fulfil the brief as the only car seat kids will ever need. Nuna launched the PIPA urbn, an innovative infant carrier with built in ISOFIX – meaning there’s no need for a base, while Graco launched its bedside crib, the Sweet2Sleep.

Leading the charge, and already a firm favourite with Joie fans, the i-Spin XL spans all the way from birth to big kid and every growth spurt in between. Crafted to the highest safety certifications, along with all of Joie’s premium convenience features and timeless signature styling, the i-Spin XL is the smart and economic choice that will provide parents with peace of mind for years to come.

Joie highlights biggest launches this year

Joining i-Spin XL as one of Joie’s biggest launches this year is the Cycle collection – a range of some of Joie’s most popular products that have been made using recycled plastic bottles in the fabrics. The collection is the latest step by the company in its efforts towards greener practices, although responsible production methods have long been central to the way its products are designed and created.

Keeping safety front of mind, the Cycle collection uses the same metal components as other Joie products, allowing consumers the peace of mind that they are just as safe and long lasting as other products in the range.

Joie launched the collection to the public at The Baby Show, ExCel in March, with an event that featured a specially commissioned piece, created by eco-artist Sarah Turner. Capturing the essence of the collection, the piece took the form of a pushchair made entirely from discarded plastic. Following the launch event, attended by influencers and members of the media, the collection scooped The Baby Show’s Sustainable Product Award.

In the world of wheels, Joie also added the vinca to its Signature collection. Perhaps the most significant feature on vinca, is its height adjustable seat unit that makes it easy for parents to interact with their little one, no matter where they are –whether on a walk or sitting in a coffee shop.

Joie vinca

NUNA PIPA urbn TRIV next

Nuna continues to demonstrate growth & innovation

Alongside Joie, with new and innovative products, is Nuna, the premium brand in the collection. The growth of Nuna has increased year on year, with a broadening range, based on its brand ethos; Simple, Practical, Stylish. This year has seen real innovation in the infant carrier sector, with the launch of the PIPA urbn. This ultra lightweight car seat installs using an advanced, built-in ISOFIX system with no separate base required. This groundbreaking baseless installation feature is integrated into the car seat, allowing super secure installs in seconds. It is perfect if families are regularly switching between vehicles and offers a new generation of journeys for on-the-go parents.

Nuna has also launched the TRIV next, taking the best of the original TRIV, but improving its manoeuvrability and balance. With a larger rear wheel, improved frame and all wheel suspension, the TRIV next is the perfect sidekick for everyday adventures, paring perfectly with the PIPA urbn, for the ultimate versatile travel system.

This year has been exceptionally busy for Nuna, with Out Of Home advertising campaigns, PR and influencer events and more instore installations than ever. Utilising the new brand identity for instore presence, bespoke displays are being installed regularly and will continue through 2023 and beyond, with the new PIPA urbn displays arriving in stores over the coming months.

Graco receives rave reviews

Completing the Allison Baby’s trio is Graco, which has continued to experience strong growth both in car seats and wheels, with launches and extensions in the compact stroller category and R129 range of car seats.

After its hugely successful launch, receiving rave reviews from influencers and media titles alike, the Myavo has now introduced three new colourways. The contemporary line up now includes Dusty Rose, Clover and Midnight.

Graco has extended its popular The Graco Village microsite with a new feature: The Journey to Sleep. Offering advice, information and signposts to organisations that can help, the site aims to support new parents with this most challenging element of parenting a newborn. High profile media, influencers, experts, and brand collaborations saw the site pick up over a thousand clicks in its first week live.

The Journey to Sleep supports the launch of Graco’s newest product, Sweet2Sleep. A bedside crip with dropdown arm that delivers a co-sleeping solution for parents wanting to keep baby close at bedtime.

The Graco Village will be further extended to support the new R129 portfolio in September. With revealing consumer insights, more relatable content, a strong emotive hook and a retailer partnership in the pipeline, Graco will guide consumers through the new legislation, ensuring its car seat range is front of mind at purchase.

Reflecting on the year, Allison Baby’s Managing Director, David Welsh, said: “We have continued to see consistent year on year growth since the company’s inception in 2011. 2022 saw a substantial 16.3% growth over 2021. Our continued success could not be achieved without the efforts of our strong and dedicated team and of course the support of our valued customers – and we are looking to expand on this in the future.

“However, we know that while we are growing, there are many out there who are struggling in the current climate. The cost-of-living crisis is making life difficult for many families, so we have tried to ease the pain by reducing pricing on many of our key lines. We are also continuing to work with our charitable

partnerships here in the UK and around the world, reinforcing our longstanding relationship with Variety and Variety Golf by donating 10 sunshine coaches a year to children’s charities. Children and families are at the heart of everything we do, so this is a wonderful way for us to be able to give something back to the communities that have supported us through the years.”

David continued; “We are very much looking forward to being able to return to Kind and Jugend, this year – we will have some very interesting new launches to share. Thanks again to our customers and their loyalty during difficult trading times over the last year. We will continue to invest in advertising and marketing spend, along with exciting new products to continue growing our business together.”

Nuna PIPA urbn

From clicks to bricks

We had the pleasure to catch up with Babyandchildstore’s Managing Director, Liz Smart to find out more about this successful online business together with the exciting news of the opening of their first bricks and mortar store.

As a business you have over 25 years’ experience as an International multi-channel nursery retailer – what was the inspiration behind Baby and Child Store?

The true inspiration came from my background working for a similar company that unfortunately no longer exists. Drawing from my valuable insights and experience in the industry, I firmly believed that we could deliver a better and more comprehensive service to parents and families worldwide. Driven by this conviction, we took the leap and established Baby and Child Store to offer an online shopping experience with a wide range of products to cater to the needs of our customers.

Being an online business, how have you driven the consumer to your website and developed over the years?

While the specific channels and strategies have evolved with time, one of our strongest and most consistent platforms has been Google ads. Undoubtedly, it requires a significant investment, but we firmly believe in the importance of allocating resources to reach our target audience effectively.

Understanding the intricacies of how Google ads work is crucial for optimizing our campaigns and achieving the desired results. While there are companies that offer advertising services for a fee, we have found that no one knows our business as intimately as we do. Therefore, we have taken the initiative to develop our expertise and knowledge of online advertising to maintain a direct and personalized approach.

In the last 3 years we have grown over 400% and throughout our journey, we have adapted to changes in the digital landscape and explored various

marketing channels to supplement our efforts. However, we remain dedicated to leveraging the power of Google ads as a central pillar of our consumer outreach strategy.

How important is social media to you and does this have a positive impact on the business?

Yes, it has a positive impact, it’s difficult to measure how much but it’s part of the wider marketing strategy.

As we operate in an extremely emotive industry, is customer service at the heart of the business? Indeed, customer service is at the very core of our business. We understand the significance of timely and efficient customer support, which is why we have set a target to respond to customer queries within one working day and normally a lot quicker than this. In today’s fast-paced world, where customer expectations are higher than ever, providing a quick response is paramount. Our team is dedicated to going the extra mile to ensure that every customer’s needs are met, and we actively listen to feedback to continually improve our processes.

You stock a multitude of leading nursery brands – how do you manage which brands you feature on your website to offer to your customers?

To offer our customers a wide selection of leading nursery brands, we carefully manage our partnerships based on a two-fold approach.

Firstly, we prioritise working with brands that align with our values and ethos. We seek out manufacturers and suppliers who share our commitment to quality, safety, and customer satisfaction. By collaborating with like-minded brands, we ensure that the products we feature on our website meet our high standards and resonate with our customer base.

Secondly, our brand selection process is a collaborative effort. We value partnerships with brands that see the value in working with us as much as we do with them. It is essential for us to establish mutually beneficial relationships where both parties can thrive and contribute to each other’s success.

Do you also look for new products from fledgling companies that might offer something different for you to offer your customers?

Absolutely! We believe in supporting and nurturing fledgling companies, just as we were once in that position ourselves. Exploring new and innovative products is an essential part of our commitment to offering unique and exciting options to our customers.

However, before introducing any new product from a fledgling company, we thoroughly assess the company’s values and principles. It is crucial for us to ensure that their work ethos aligns with our own and that they share our commitment to quality, safety, and customer satisfaction.

How do you source new products and keep up with any emerging nursery trends?

Through several avenues. Occasionally we get customer enquiries about certain products which leads us to look further into the brand. Nursery Today is also a great avenue for brands to bring their products to our attention. Lastly, attending events like Harrogate Nursery Fair allows us to explore a wide range of new products and innovations in the nursery industry. These events offer valuable opportunities to connect with manufacturers, suppliers, and other industry professionals, enabling us to stay ahead of the curve with the latest trends.

While on the subject of new products, do you feel we have sufficient innovation and which

product category do you feel has seen the largest change over time?

Absolutely, the nursery industry is experiencing constant innovation in all sectors. Probably the best innovation that we are seeing is around the longevity of products. We have bedside cribs that can now expand as your little one grows, along with highchairs that can be changed into seats for older children.

With the on-going cost-of-living crisis, have you noticed a change in the spending behaviour of your customers?

We have observed an increase in sales at the value end of our product range. Customers seem to be more conscious of their budgets and are opting for more affordable options to manage their expenses during these challenging times.

On the other hand, sales have remained steady at the higher end of our product offerings. Some customers still prioritize quality and are willing to invest in premium products despite the economic challenges.

However, we have noticed that products in the mid-price bracket have suffered a slight slow down. As spending has been somewhat squeezed, customers are taking a more cautious approach to spending.

We’ve heard that you have some great news on the horizon with the opening of a store shortly. What was the decision behind this and where will this be located?

We are excited to announce that we will be opening our first store shortly, located in Bromley, South East London. The decision behind this expansion is driven by the ever changing buying habits of customers, over the life of

Babyandchildstore there has been a move away from stores and onto online, this has now stabilised to a degree and there is a slight shift back to specialist stores that offer an extension of the online model. There is a percentage of customers who want to see an expensive item prior to purchase. Therefore, we see the first of our shops as an extension of the online experience.

suitable products for their needs?

Absolutely, we believe that the store will provide us with a fantastic opportunity to demonstrate products and guide consumers in a more hands-on and personalised manner. All of our staff have been with is for many years and have an amazing amount of knowledge and while we currently offer advice and expertise over the phone to assist customers, an in-person demonstration offers a unique advantage for certain products.

Did you receive support by the brands that you stock with regards to the new store?

All of our partner brands (new or old) view it as an exciting opportunity to enhance their presence in the south-east region. It is an area that has few nursery stores and it offers a great opportunity, especially for the premium products.

How are you promoting the store – will you be featuring a celebratory open day?

Can you tell us a little about the store – how will this be managed and will you offer the same products in-store as you currently feature online?

The new store will serve as an extension of our online business, providing a physical space where customers can explore our premium products firsthand. It will be open 5 days a week and the customer base will be driven from our website but provide an opportunity for people to travel to see the premium brands that the industry offers. Do you feel the store will provide you with an opportunity to demonstrate products and guide the consumer better towards perhaps more

To a certain degree the store doesn’t need promoting, we know that the demand is already there, but we will optimise our marketing opportunities to promote it further. We would never miss an opportunity to have a celebration on the opening day.

Finally, do you have any other exciting news you would like to share with our readers?

Earlier this year we launched the Baby and Child product of the month. Which we advertise across our various channels. This is a way of rewarding our brand partners who provide both excellent products and service to support us. The award is based on popular products that have great customer feedback and durability, along with the after sales support that the brand provides. Therefore, we can recommend these products to consumers with confidence.

We are excited to announce that we will be opening our first store shortly, located in Bromley, South East London.

Explore opportunities at Kind + Jugend 2023

This prestigious event presents a multitude of compelling reasons to attend, from a diverse range of exhibitors and trend-spotting opportunities to networking with like-minded business professionals and the chance to witness the coveted Innovation Awards. Here we take a look at why Kind + Jugend 2023 is a must-visit for anyone in the baby and toddler industry.

With approximately 970 exhibitors from around 45 countries expected, including numerous leading companies in the industry as well as a large number of important small and medium-sized providers, these will represent a spectrum of premium baby and children’s products – expertly showcased and at an international level. “This result shows that Kind + Jugend is making a strong comeback. The industry’s clear commitment to its leading trade fair also underscores the important role that trade fairs with an international impact play in a company’s marketing mix,” says Jörg Schmale, Director of Kind + Jugend.

This is why Kind + Jugend is a strong platform to showcase to an international audience with Bibado’s Sales Manager, Kirk McVeigh commenting “K&J has always been a mainstay in the B2B nursery sector events calendar. It’s great to see more brands returning this year in what looks set to be the most significant event since pre-Covid.

“With confidence returning to the travel industry post-covid, we hope to see more visitors from Asia and the Americas this year. Last year’s smaller show allowed us to reach a number of key European markets.”

For Joie this is truly the International exhibition to showcase their product ranges with Joie’s Head of Product Management, Damon Marriott stating “For us K&J is the platform for showcasing internationally. We really do meet people from across the globe who present different ways of thinking and pave the way for potential future collaborations. It also allows us the opportunity to catch up with our colleagues from our offices across the globe, which is always lovely.”

A Diverse Array of Exhibitors

Kind + Jugend brings together an impressive lineup of exhibitors representing various sectors of the baby and toddler industry. This year there will approximately 970 exhibitors ranging from manufacturers and suppliers of nursery furniture, baby care products, prams, pushchairs, car seats and toys through to technology companies alongside innovative start-ups. The 2023 event offers a comprehensive showcase of the latest products and solutions. This diverse range of exhibitors creates a unique platform for visitors to discover new suppliers, explore partnerships, and expand their network of business contacts.

Trend Spotting Opportunities

Kind + Jugend is renowned for its ability to unveil emerging trends and set industry standards. As a visitor, attending this event allows you to stay ahead of the

curve by identifying the latest trends in design, functionality, sustainability and safety within the baby and toddler sector. From eco-friendly products and smart baby tech to evolving parenting lifestyles, Kind + Jugend provides valuable insights into the evolving needs and preferences of modern families. Seizing these trend-spotting opportunities enables you to align your retail business strategies and product offerings with market demands.

Networking with Like-Minded Professionals

One of the significant advantages of attending Kind + Jugend is the opportunity to network with like-minded professionals from around the world. Engage in conversations with industry leaders, connect with potential partners, and exchange knowledge and experiences. The event fosters a collaborative atmosphere where you can discuss industry challenges, share best practices, and explore avenues for growth and innovation. Building relationships at Kind + Jugend can lead to valuable collaborations and business opportunities in the future.

Witnessing the Coveted Innovation Awards

Kind + Jugend’s Innovation Awards are a highlight of the event, celebrating ground-breaking products and revolutionary ideas in the baby and toddler industry. The awards recognise innovation, design excellence, and exceptional functionality, setting a benchmark for industry innovation. As a visitor to the show, witnessing the announcement of the winners on the first day of the event and exploring the showcased innovations can provide valuable insights into the direction of the industry.

Kind + Jugend 2023 is an unmissable event for anyone in the baby and toddler industry. With its diverse range of exhibitors, trend-spotting opportunities, networking prospects, and the highly anticipated Innovation Awards, the event offers a wealth of benefits for attendees.

By participating in Kind + Jugend, you position yourself at the forefront of industry advancements, forge valuable connections, and gain inspiration from the latest innovations. Make sure to mark your calendars and seize the unparalleled opportunities that Kind + Jugend 2023 has to offer.

Date: 7th-9th September

www.kindundjugend.com

Kind + Jugend, the renowned international trade fair for the baby and toddler sector, is set to captivate industry professionals once again in 2023.

Sippit & Dippit: offering a world of taste and mealtime exploration

New Look for ‘Best Buy’ Bibado

No.1 Coverall Bib brand, Bibado, gears up for Kind + Jugend by unveiling a stunning new Scandi aesthetic for its award-winning weaning range with a brand overhaul to match.

In addition to six new muted pastel prints for the best-selling Coverall Bib, the brand is showcasing its updated colour-matched Handi Cutlery and the category-innovating Dippit in three mix-and-match colours - mist, fawn and blush.

Head of Product, Kate Simcoe says of the new range, “Modern parents value design just as much as they do performance and reliability. Our current award-winning range has served our mealtime adventurers well for several years, but there’s been a noticeable shift towards a more Scandi aesthetic across the nursery sector. We’re simply responding to that customer demand with a fresh perspective on our much-loved products.”

Bibs Fit For a King

Bibado’s new aesthetic comes off the back of a stellar year of award wins and further international expansion. Earlier this year, joint founder Rachel Wood visited Buckingham Palace to collect an inaugural King’s Enterprise Award for Innovationone of only 47 UK companies to receive the accolade. Loved by Parents also recognised the gamechanging Coverall Bib in its special category, Best Buy Product Of The Year Award 2023.

Despite a number of challenger brands entering the sector, Bibado remains at the forefront of the category with its patented-strap bib, the choice of 1 in 6 families in the UK. A developmentally-led ethos centred around product innovation and early years foundational feeding skills continues to drive the brand and its annual new product development.

New Tableware

In addition to a new colour palette for cutlery and brand-new bib prints, Bibado will launch the first in a long line of much-anticipated tableware and complementary weaning products, making the brand a natural go-to for complete mealtime solutions.

First up is a giftable mealtime box set comprising a neutral Forest Friends Coverall Bib with matching

Hall: 11.2, Stand: C021

attachable ‘no-drop’ Handi Cutlery and the dualended Dippit in new colourway, fawn. A supersuction FSC-certified Bamboo divider plate is paired with a matching bowl, engineered to support scooping and self-feeding. A silicone Sippit cup joins the dinner party, offering mealtime explorers their first open training cup. The 6-piece set is presented in a premium keepsake box, providing retailers a timely Christmas gift option for parents embarking on their weaning adventures. John Lewis, Next and a key group of independent stores will be among the first to stock the boxed starter kit, set to top baby shower and newborn gift lists.

The Sippit silicone cup will also be available in the brand’s core new Scandi colour palette of mist, fawn and blush and sold in packs of two.

Magical Mealtimes

A complete brand overhaul accompanies the newly launched products with updated packaging and a fresh look for the website. Head of Marketing, Claire Green, says of the relaunch, “We’re a household name when it comes to helping parents clean up on a daily basis. We’ve been so busy building the brand in the last 8 years, but the time was right for our own freshen-up!”

Creative agency Hill Langdell designed the new look logo to match Bibado’s move to trend-led, Scandi designs and colour palettes. The dynamic composition of the familiar Bibado letters communicates the excitement and energy around the brand and the magical mealtime experiences that they create. Feeding Curiosity remains at the heart of the brand’s philosophy - an approach that encourages nurturing innate curiosity to accelerate learning and development and prevent picky eating.

Kirk McVeigh, Sales Manager, says, “The sector is continually evolving, and there’s high consumer demand for aesthetically pleasing, premium products. We’re proud to offer the best of Scandi designs across a curated range of the best weaning products that look as good as they perform.”

Bibado will be unveiling its new products and brand at Kind + Jugend. Visit them at Stand C021, Hall 11.2.

www.bibado.co.uk

NEW tableware joins the Bibado dinner party

Visit Enesco to view an array of licensed baby giftware

Hall: 10.1, Stand: E029

One of the Leading contemporary gift suppliers

Enesco are delighted to be exhibiting for the second consecutive year at Kind + Jugend.

Enesco will be howcasing their impressive collection of licensed mother and baby gifting.

Included are their multi-award winning Peter Rabbit Baby collection, with offerings from both Peter and Flopsy , Disney Baby and , more recently, Scion Living Baby, a finalist at the recent Gift of the Year awards.

Something for everyone, key items include changing bags, changing mats, hooded towels, bibs soft toys, bibs and more.

Tel: +44 (0) 1228 404022

uksales@enesco.co.uk | www.enesco.co.uk

Visit British experts Clippasafe for trusted safety solutions

Hall 10.2, Stand: D051

Child safety experts Clippasafe have led the way in the UK and much of Europe for over sixty years, with their innovations for protecting children. Once again you are invited to view their popular range at Kind und Jugend in hall 10.2, stand D051.

2023 has seen the brand focusing on their growing presence in the Middle East with Arabic language additions to their packaging and they have also extended their signature range of safety harnesses to include a comfortable Padded Harness and Walking Reins in three attractive colourways, with fun character motifs.

Clippasafe Managing Director Roger Cheetham said: “We have spent the last year building on our previous successes and making sure to cater to our international customers. We intend to continue to focusing on our market development and ensuring that our products meet customer expectations - in the UK and beyond.”

The British brand has made it a priority to listen to parents and deliver quality, convenience and great customer service that keeps generations coming back for their trusted products that keeps babies and young children safe.

Tel. +44 115 9211 899 | www.clippasafe.co.uk

Exciting launches with Graco

Hall: 10.2, Stand: A10

Graco will be in Hall 10.2, booth A10 at this year’s Kind + Jugend, showcasing its much-anticipated 2024 range.

Visitors to the stand can expect to see some exciting new product launches across wheeled goods, car seats and home. As well as enhancements and new colourways for some of the brand’s most popular products. Its extensive car seat range, now certified to the latest R129 standards for enhanced safety, will also be on display. The team is looking forward to catching up with everyone, meeting new faces and showing the industry what they’ve been working on.  uksales@allisonbaby.co.uk

www.gracobaby.eu/uk

Great investment with Kiddiwhizz

Hall: 11.2, Stand: E014

Newly Dragon backed brand Kiddiwhizz joins forces with fellow Sara Davies backed brand EasyTots: both bring their Award-winning Innovative Products to the Kind + Jugend Exhibition together.

Kiddiwhizz Founder Zoë Chapman was thrown into the spotlight after the Dragons’ Den investment pitch for her kids’ hand-held toilet solution proved to be a perfect balance of a genius must-buy product with an emotional journey that brought the Inventor to the Den and tears to viewers eyes.

After the Kiddiwhizz Eco-toilets, alongside their Inventor, featured in the successful EasyTots TikTok Live Event held at their joint Investors’ Sara Davies HQ last month, it was clear their products were a hit together. Zoë decided to follow her Mentor and Fellow Mum Founder Helen to Kind

You will find Kiddiwhizz located in Hall 11.2 Aisle E No.014. www.kiddiwhizz.com

+ Jugend where she could learn from the best for the Kiddiwhizz Exhibition debut.

Check out fantastic ranges at K&J

Hall: Congresszentrum Ost CCO-0

Joie will be showcasing a variety of great products during Kind + Jugend 2023

Elevate R129

Meet elevate R129, a great option if you are looking for a high-backed booster for growing travellers. Suitable from 76cm – 150 cm (that’s approximately 15 months to 12 years), it has a well-marked, coloured installation path and dual lock offs making it easy to install with the vehicle’s 3-point seat belt. From 76 cm to 105 cm (about 15 months to 3.5 years) elevate R129 has a soft padded harness to keep kids comfortable and safe, and from 100-150 cm (about 3.5-12 years) you can move them to the vehicles seat belt.

i-Bold

Introducing the new super secure R129 belted booster from Joie – loaded with safety and ease of use features, this seat will take them all the way from toddler to big kid. Meeting the highest R129 safety standard, the i-Bold is also i-Size certified. The Guard Surround Safety pod gives added side impact protection, while the multi-position ISOFIX and top tether make installation a breeze. Suitable from 15 months to 12 years, the i-Bold has an 11 position adjustable headrest that easily be adjusted with one hand, as well as removable, grow-withme inserts so parents can rest assured, their pint sized passenger will always have the perfect fit.

Pact Pro

Kind + Jugend will also be the opportunity to catch a glimpse of the pact pro, the newest compact fold to join the Joie portfolio. Designed for every journey from birth to big kids, the pact pro is three strollers in one, compatible with Joie infant carriers and carry cot (sold separately). Whether little one wants to sit up and take in the sights or lie back and snooze, there is an option to suit, thanks to the multiple recline positions. Light as a feather, at just 6.3kg, the pact pro is super easy to fold with a quick one hand action, to create a compact, freestanding fold.

Fortifi R129

Introducing the fortifi R129, the latest addition to Joie’s R129 certified compilation of car seats. This innovative reclining booster is designed to keep kiddos in the lap of comfort whilst ensuring that they are secure in the highest R129 safety standard. Suitable from 15 months to 12 years, fortifi R129 has four on-the-go recline positions, as well as plush, deluxe fabrics with superior cushioning for extra comfort on those longer journeys. Parents can rest assured their kiddo will be riding safely, thanks to the side impact protection, providing added security for the head, body and hips.

uksales@joiebaby.com

www.joiebaby.com

New product launch with

Hall: 11.2, Stand: B028

Shnuggle are proud to announce the launch of their brand new, compact crib to the Air range of sleep-time products. Introducing the whisper quiet ‘Shnuggle Air Lite Bedside Crib’ – providing comfort and closeness for baby.

The Air Lite is similar to the original Shnuggle Air in that it combines all the key features of baby’s first bed to provide a safe and close sleep space from birth. The Air Lite is more compact in size to ensure it can be placed by a parent’s bed no matter what size of room; and baby feels cosy and secure inside. The Shnuggle Air Lite provides an alternative to the original Air which converts to a full-size cot when baby is ready.

Designed with breathability at its core, the dual view, mesh sides help to maximise airflow as well as allowing parents to keep a watchful eye on baby. The dropdown side is whisper quiet to prevent disturbance and is designed to allow new parents to easily feed or comfort baby during the night.

The uniquely designed airflow mattress has a hypo-allergenic fibre core which is 50% more breathable than standard foam mattresses, helping to reduce the risk of baby overheating. The Shnuggle Air Lite also uses baby safe, hypo-allergenic fabrics which can all be completely removed and handwashed.

As well as helping to maximise breathability, the Shnuggle Air Lite features a gentle incline option to help ease colic and reflux as well as seven height adjustments to fit most bed heights and attaches securely and easily to most standard bed frames.

The added storage hammock underneath provides handy storage space for those night-time feeding and changing essentials.

In a choice of two brand new neutral colours – taupe and grey which will complement any nursery or master bedroom décor. The Shnuggle Air Lite is easy to assemble and can be used as a bedside crib or standalone, providing the perfect solution for parents who want safety, quality, and comfort for their baby.

Launching late 2023/ early 2024, the Shnuggle Air Lite will preview at K&J on Stand B-028 Hall 11.2

For further information contact beckie@shnuggle.co.uk

Elevate R129

i-Bold

pact pro

Fortifi

Introducing

Award-winning compact stroller that faces and folds both ways, packs up in seconds, and quickly converts to an agile travel system for everyday life on-the-go.

nunababy.com

Face backward, look forward, securely

Hall 10.2, Stand: B010

Rearward facing travel for longer with the NEW R129 extended rearward facing MAX-SAFE PRO from Britax Römer.

Introducing the Britax Römer MAX-SAFE PRO: Your Child’s Safest Travel Companion launching September 2023!

Traveling with your little one just got a whole lot safer and more enjoyable with the new Britax Römer MAX-SAFE PRO car seat and beautiful evolution into R129 of their much-loved top selling MAX-WAY PLUS. Designed to provide the highest level of protection, comfort, and convenience, this car seat is a gamechanger for parents and children alike.

Safety is the top priority when it comes to car seats, and the MAX-SAFE PRO delivers on all fronts. This car seat allows your child to travel in a rearward-facing position for longer, providing the best possible protection in the event of a frontal collision. With its extended rearward-facing capability, your little one can enjoy a safe and secure ride for up to 7 years/36KG or until they reach 125 cm in height.

The MAX-SAFE PRO is approved to the latest UN R129 regulations and what’s more, MAX-SAFE PRO passed the strict Swedish Plus Test so you know that little ones are safe on every journey.

One of the key features that make the MAX-SAFE PRO stand out is the Side Impact Cushion Technology (SICT). In the unfortunate event of a side collision, SICT reduces the side impact forces by up to 40%*, directing the forces away from your child and ensuring maximum safety.

Installation has never been easier thanks to the innovative CLICKTIGHT belt tensioning system and automatic retracting tethers. With just a simple handle movement, the CLICKTIGHT system tightens the belt automatically, providing a secure fit without any hassle.

Growing children need extra leg space, and the MAX-SAFE PRO has got you covered with the Spacer. This clever addition adds up to 8 cm of leg space, allowing rearward-facing travel for longer, so your children can stay protected as they grow.

Comfort is paramount during long journeys, and the MAX-SAFE PRO is designed with your children’s comfort in mind. The deep, secure side wings cocoon

your little one, and the V-shaped headrest limits head movement, protecting their neck in case of a side collision. The soft performance chest pads and quick-remove washable cover add extra comfort and convenience, even during those inevitable messy moments.

The MAX-SAFE PRO features an easy harness system that allows you to buckle and unbuckle children quickly and without fuss, ensuring a relaxed and joyful journey.

For parents, they understand the need for versatility and convenience. The MAX-SAFE PRO can be installed using the car’s 3-point seat belt with the support leg and lower tethers, providing optimum stability. Moreover, the car seat’s compatibility with various vehicles is easily checked using the FIT FINDER on the product page.

The MAX-SAFE PRO is designed and made in Germany, adhering to the highest safety standards and undergoing rigorous internal tests and simulations.

The MAX-SAFE PRO also includes an infant insert, creating a warm and secure space for your baby to lie in a more reclined position up to 87 cm, offering extra protection for your littlest one.

Letting children face backward, look forward securely, and embrace every adventure with the Britax Römer MAX-SAFE PRO. Enjoying peace of mind and safe travels all the way to their 7th year or 125 cm in height.

The NEW Britax Römer MAX-SAFE PRO launches in September in their latest colourway Jade Green alongside the much loved colours Cosmos Black, Midnight Grey and Moonlight Blue. From their Sustainable GREEN SENSE collection the seat is also available in Atlantic Green, Fossil Grey and Galaxy Black.

Speak to the Britax Römer team today.

Gift of sleep

Hall 10.1, Stand: G059

Love To Dream, a leading Australian baby sleepwear brand is proud to exhibit their multi-award-winning 3-Stage Sleep System at Kind + Jugend.

At the core of the brand’s success is the global best-seller SWADDLE UP – the perfect solution for settling into a peaceful sleep routine. The unique ARMS UP design replicates babies’ natural position in the womb, allowing them to place their hands to the mouth for true SELF-SOOTHING. With patented features and premium materials, Love To Dream prioritises safety, quality, and ease of use, delivering families Better Sleep, Bigger Dreams, and a Brighter World.

emeasales@lovetodream.com

www.lovetodream.co.uk

JMDA Designs looks forward to Kind + Jugend 2023

JMDA Design will once again be attending the Kind + Jugend

International Nursery Fair which runs from the 7th to 9th September in Cologne, with the team eager to connect with both new and existing contacts, with a fresh look at nursery industry product design trends.

Kind + Jugend, the leading international trade fair for the nursery industry, has established itself as the trend platform for international baby and toddler outfitting. As a highpoint in the JMDA events calendar, the directors will be joined by Jason Song from JMDA China, meeting new and existing clients over the three days at Kind + Jugend.

Chris Raynor, director at JMDA Design says “We have been visiting Kind + Jugend for many years and it’s an excellent time for us to meet with the industry and provide an update on product design in the nursery sector. We already have many meetings booked in for the three days, but our diary is open and ready for conversations regarding nursery product design.”

Chris adds, “It’s being made extra special this year as our colleague Jason Song from Shanghai is flying over to the fair, which will be the first time since the COVID-19 pandemic. We are very much looking forward to an action-packed three days at Kind + Jugend!”

JMDA Design will be celebrating a string of achievements at Kind + Jugend with winning two Red Dot Awards at the beginning of the year and then being awarded International Trade Business of the Year at the Herefordshire and Worcestershire Chamber of Commerce Business Awards.

Further announcements for growth at JMDA are expected this year as their global client base grows and they diversify into new markets.

If you would like to book a meeting with the JMDA team at the Kind + Jugend trade fair in September please call 01386 426100 or email design@jmdadesign.com

supplier snapshot

Damon Marriott

HEAD OF PRODUCT MANAGEMENT, JOIE

As an exhibitor at K&J this year, what will you have on display?

We’ll have a large array of products from each section of our range, including car seats, pushchairs, home goods and carriers. We always like to make sure there is something on offer for everyone.

Kirk McVeigh

SALES MANAGER, BIBADO

As an exhibitor at K&J this year, what will you have on display?

This year we’ll be showcasing a complete weaning range from teething to tableware and our hero product, the Coverall Weaning Bib.

Will you be using this event to showcase any new product launches?

Bibado is excited to be unveiling a new look for the brand at K&J 2023. This will be the first public reveal of the modernised logo with a Scandi-inspired colour palette to match.

We’ll also be exhibiting a raft of new prints across our hero product, the Coverall Weaning Bib, with a new complementary colour palette for our ‘no-drop’ Handi Cutlery and Multi-Stage Weaning Spoon & Dipper in one, the Dippit.  In addition, we’ll be celebrating the brand’s first foray into tableware with the launch of a NEW Bamboo Tableware range designed to match our award-winning coverall designs/ characters.

What type of visitors are you hoping to attract to your stand this year?

We’ll look forward to welcoming existing customers and showcasing our newly refreshed brand and an exciting raft of NPD with potential customers. Bibado already enjoys a global footprint, but we’re keen to talk to representatives from even more territories to increase reach and exposure for our multi-award-winning weaning products.

Would you say this is a great trend-spotting event for those who attend?

K&J is a proven platform to showcase new launch activity in the sector. This naturally leads to a trend-led approach as brands reveal plans for current AW lines and SS24. In our experience, it’s not only an exhibition to showcase but an opportunity to discover developments and innovation in the sector as a whole. To this end, it offers huge value for visitors wanting to explore current and emerging trends.

Will you be running any show-only offers or running events on your stand that you would like to share with our readers?

We’ll be offering demonstrations on our products’ key features throughout the show, along with samples from visitors to take away and review. In return, this is a great opportunity to gather feedback for future improvements and to gain valuable insight into international weaning culture/trends. This is instrumental in helping to develop our marketing strategies when launching our new lines later in the year (early 2024).

Will you be using this event to showcase any new product launches? Yes, but we don’t want to spoil any surprises – so mum’s the word. There will be plenty to see that will be certain to appeal to the Joie fans.

I’m sure we’re not the only ones who will be coy on this leading up to the event, so you’ll have to come and see for yourselves!

What type of visitors are you hoping to attract to your stand this year?

As I said, we really do have something available for everyone. At Joie, we really pride ourselves in our ability to cover many different types of products, but just as importantly covering multiple price points on most if not all products we sell.

We’re looking forward to welcoming new faces as well as our loyal and valued regularsin short, we hope to attract everyone to our stand.

Would you say this is a great trend spotting event for those who attend?

With so many different brands attending it’s almost a guarantee that we’ll see new innovations and many future trends, be that feature, functionality, safety, or fashion related. It really does act as a boiling pot for new ideas and offers a glimpse into the future   Will you be running any show only offers or running events on your stand that you would like to share with our readers?

Well that would be telling, wouldn’t it!

Zoë Chapman

FOUNDER, KIDDIWHIZ

As an exhibitor at K&J this year, what will you have on display?

I’ll have the original whizzer kids’ eco-toilet selection alongside the larger version popular with big kids and parents. I’ll also have the newest selection of complimentary products including attachment straps, bags and cleaning tools.

Will you be using this event to showcase any new product launches?

Yes, my new Glow in the Dark Whizzers that are launching August will be on show plus 2 brand new editions too.

What type of visitors are you hoping to attract to your stand this year?

People are surprised to learn I’m still running the business as a team of 1 which means I’ve not had a chance to focus on retail or international trade.

I’m hoping the time spent at K+J will allow me to focus solely on new opportunities to expand and ensure I’m heading into 2024 as the year the Whizzer starts its campaign to become a portable toilet solution worldwide.

Do you feel this is a strong platform to showcase to an international audience?

I’ve heard great things from fellow brands that have formed long-lasting partnerships as a result of the show so I’m hopeful this will be the same for my brand.

Would you say this is a great trend spotting event for those who attend?

Absolutely. It will be no surprise that I’m passionate about innovation so I’m excited to see what bold and brilliant new ideas will be showcased there.

Will you be running any show only offers or running events on your stand that you would like to share with our readers?

Currently the only place you can purchase my latest products are directly on my website but I’ll be opening orders to enable buyers to stock the 500ml collapsible Whizzer model for the first time and the bonus attachments including multi-functional. Attachment straps which can be also be used for securing non-Kiddiwhizz products too.

Nursery Today spoke to exhibitors this year to Kind + Jugend to find out their thoughts on this International yearly event.

Kerry Cane

LOVE TO DREAM

As an exhibitor at K&J this year, what will you have on display?

We are excited to display our brand re-fresh with an amazing new stand at K&J this year, along with our award-winning products and key members of our global team. As an Australian brand, we have been strengthening our global supply chain and brand presence. Over the past two years, we’ve established an EMEA office, warehousing in the UK and Germany, and landed some major UK retailer accounts including John Lewis & Smyths, allowing us to confidently cement our presence across the EMEA region.

Will you be using this event to showcase any new product launches?

Our focus at K&J 2023 is all around our Core Range, our multi award-winning, 3 Stage Sleep System suitable from 0-4 years. Our signature Swaddle Up features a unique design allowing babies to sleep in their natural, arms-up position, creating a nurturing and secure environment. Made with patented features and premium materials, it replicates the coziness of the womb and supports longer and better sleep.

What type of visitors are you hoping to attract to your stand this year?

The excitement of the show is you never know who you’re going to meet, I’m keen to attract major buyers from the DACH region, and explore opportunities across France, Italy, Spain, and Scandinavia. We’re having huge success in the UK market with opportunity for further growth, and I’m always delighted to see our existing partners.

Luisa RollinsSvensson

CONSUMER AND TRADE MARKETING MANAGER, GRACO UK

As an exhibitor at K&J this year, what will you have on display?

We will be showcasing our 2024 range, which includes some exciting new product launches, as well as enhancements and new colourways for some of our most popular products. Our popular car seat range, now certified to the latest R129 standards for enhanced safety, will also be showcased. We can’t wait to show the industry what we’ve been working on.

Will you be using this event to showcase any new product launches?

Yes, we’re going to be showcasing a number of new products for 2024 across wheeled goods, car seats and home. We’re also excited to unveil a number of range extensions and must-have multipurpose products which offer versatility for modern families. And we’ve got some amazing new fashions and colourways which look fantastic. There’s definitely something to suit every family.

What type of visitors are you hoping to attract to your stand this year?

For us, K+J is a fantastic opportunity to talk to a wide range of retailers. We have been steadily growing our portfolio and the size and scale of K&J provides the perfect opportunity to exhibit our current and future products and fashions.

Would you say this is a great trend spotting event for those who attend?

Yes! The nursery industry needs to track trends and keep ahead of the curve for parents who are keen to have the latest styles and fabrics. We spend a lot of time tracking fashion and ensuring our portfolio is up to date and K+J is a brilliant opportunity for journalists and retailers to see how the latest fashions are being reflected across the nursery industry.

Do you feel this is a strong platform to showcase to an international audience?

Absolutely, Love to Dream leads the category in Australia and across APAC.

We have fellow dreamers flying in from AU and the US who have meetings pre-booked with current and potential partners from all around the world.

Would you say this is a great trend spotting event for those who attend?

Certainly, it’s a major advantage of having all brands in one place. I love walking the show, you can learn so much and it’s the perfect opportunity to meet other industry peers.

Will you be running any show only offers or running events on your stand that you would like to share with our reader?

Love To Dream offer something truly unique, the brand is loved and trusted by parents globally. Come and meet the team and learn more about what we have to offer, you won’t be disappointed!

Continued growth for Kind + Jugend

Compared to 2022, what type of growth has the show experienced?

We are indeed very satisfied with the exhibitor participation in 2023. Around 970 suppliers, twice as many as a year ago, will be exhibiting from 7 to 9 September, presenting an internationality diversity and product quality as one would expect from Kind + Jugend.

What attributes does Kind + Jugend hold to make this a truly international event?

First and foremost our international exhibitors and visitors. Suppliers from all over Europe participate, but they also come from countries such as Turkey, India, Pakistan, South Korea, Taiwan, China, the USA, Israel and Thailand. In total, companies from 45 countries and from all continents are exhibiting. Even Australia is represented with eleven suppliers. Anyone who would like to find out more in advance, the exhibitor list can be found on our website.

For 2024, we have resolved to continue working on activating national and international brands. We are very confident that we will be able to add more good names to the existing ones in the coming year.

What do you feel will be the main focus this year for those visiting the show?

In terms of content, we expect the topics of sustainability and smart technology to play a major role - the expectation of innovative ideas in all areas of our industry is correspondingly high. All visitors can look forward to seeing which new products and innovative ideas will be presented for the first time in Cologne.

What can visitors expect by visiting Kind + Jugend 2023?

Our most important highlight is and remains the exhibitors with their product diversity. Their visit is the focus of the traders’ attention. Our event programme is designed to provide additional inspiration and specialist information. That is why everything on the Trend Forum stage will revolve around the topics of business performance and international industry trends.

In addition, the special area “Immersive Shopping”, which was presented for the first time last year, will be further expanded. Here, Koelnmesse is working together with ARkid from FOKUS KIND Medien. The focus is on innovative technologies and features that can be used in both B2C and B2C channels for the

attractive digital communication of product information and product configurations. The special show is intended to provide impulses and ideas for experience-oriented shopping, also in the digital sector.

And by the way, good news for all those who want to do without animal products: we have opened a vegan restaurant in Hall 11.2. We are taking into account the trend towards plant-based nutrition and can also make a contribution to the topic of Co2 reduction and therefore have exanded our gastronomic offer, which was also a point of criticism last year.

Do you feel that Kind + Jugend is a great way for visitors to spot upcoming trends in the nursery and infant product sector?

From a global perspective, Kind + Jugend is the trend platform for international for high-quality baby and toddler products. It offers a high guest quality in addition to the well-known comprehensive exhibitor field: 77 % of our visitors are in management positions and 92 % are involved in purchasing decisions. There is no better source of inspiration and business platform for the buying trade. This is already confirmed by the ticket orders, demand is persistently high.

In my opinion, the special charm of the exhibition is that, in addition to the big players in the industry, many young companies and start-ups are also represented. Our Start-up Area, which is reserved for young and newly founded companies with their often impressively innovative ideas, is fully booked! We are very pleased about that - after all, it is a nice proof that our industry is tremendously attractive for founders.

Will visitors see leading brand names within the show halls?

I am particularly proud that we were able to win back many large and market-leading companies. These include, for example, Joie, Nuna and Graco, ABC Design, Britax Römer, Hartan, Hauck, Cam il mondo, Delta Children, Lässig, Nuby, Paidi, Peg Perego, Roba Baumann, Thule or Uppababy. Cybex will also be there again, albeit with a small presence.

Will there be show segments that are new or returning this year that you would like to bring to the attention of visitors?

A highlight that we look forward to every year is the Innovation Award, which this year can once again really exploit its potential. This year, 120 applications were received for the Innovation Award. This shows how

renowned and established this competition is in the industry. And also how important!

Here, too, the applicants come from 45 countries, besides Germany, for example, also from Korea, Latvia, Thailand and the USA. It is further enhanced by the “World of Sustainability” category introduced last year and the new “Midwives’ Choice Award”, which will be presented for the first time in 2023. For that we are cooperating with hebammen-testen.de.

How important are the Innovation Awards to the event and where can visitors view the winning products?

As already mentioned, the presentation of the Innovation Award is a very special and important highlight of Kind + Jugend. The awards recognise extraordinary contributions to the further development of the baby and toddler outfitting industry in eight categories.

All nominees will be presented on site at the fair (Hall 11.2, F 41) and on our website. The award ceremony will take place at the start of the fair on 07 September 2023 on the stage of the Trend Forum. The winner per category will be announced live on stage

Have you experienced a number of firsttime exhibitors this year? Do you feel that these companies bring a newness of products to the show?

With our Start-up Area and the joint stands of the Young Innovative Companies from Germany, there are already a couple of exhibitors who will be attending Kind + Jugend for the first time. This shows that the Kind + Jugend trade fair is not only an irreplaceable marketing tool and a relevant business platform for established companies, but also for emerging companies.

In addition, there are also other companies that do not belong to any of the above-mentioned categories but are nevertheless here for the first time. With refreshing ideas, these exhibitors in particular ensure that new products and concepts come to the attention of retailers and provide new impulses.

www.kindundjugend.com

Nursery Today took time to catch up with Jörg Schmale, Director of Kind + Jugend prior to the show doors opening. We find out what’s new and what expectations are for the 2023 event.

Coffee Break

We catch up with Bibado’s B2B Sales Manager Kirk

McVeigh to find out his thoughts on feeding/weaning products and how Bibado’s range assists.

What do you feel are new parents’ common anxieties when it comes to breast/bottle feeding, weaning and self-feeding?

One of the most frequently mentioned anxieties around weaning that we hear about from customers and parents is the safety aspect, most notably the fear of choking when introducing solids to babies. It’s cited as one of the main reasons many parents opt for purees or fail to progress with more texture and variety in their weaning journeys. The other common complaint is not knowing how or where to get started and a fear of ‘not getting it right’.

Do you have sufficient ranges that assist?

The award-winning Bibado range has been created to tap into the innate curiosity babies are born with.  Our products empower parents to set their children free to explore food without limits. Whether that be through letting them messily learn to self-feed or by taking care of the mess with our Coverall or making it easier for them to learn to use cutlery with the innovative Dippit and Handi Cutlery.  Bibado works extensively with nutrition experts and brands like Mini First Aid to incorporate educational material and, indeed, products and tailored weaning bundles into our offering to give parents the confidence and resources to wean their babies without fear.  Our Feeding Curiosity podcast also allows us to speak to a wide repertoire of experts to impart knowledge, education and inspiration to parents

Is innovation important within this category?

Innovation is important in any consumer goods category, but only if it solves a genuine need and creates value. There’s a fine line between innovation and gimmickry.

Innovation underpins our approach to NPD at Bibado and was recognised in 2023 with an inaugural King’s Award for Enterprise for our Coverall Weaning Bib. We’ve also received notoriety for other groundbreaking innovations like the world’s first two-handed multi-stage weaning spoon and dipper in one, the Dippit. Dawn the Dinosaur, our multi-sensory teething toy was designed to strengthen mouth muscles to establish the foundational skills needed for safe swallowing and independent eating.

Innovation offers a point of difference in a crowded marketplace and helps signpost truly pioneering brands in a sea of me-toos.

Are parents looking for coordinated ranges from brand names?

Functionality and safety remain the primary concerns for new parents when choosing baby products. However, social media and a growing legion of influencers have contributed to an ever-increasing demand for the design aesthetic to be en pointe. The matchy-matchy trend has been prevalent for some time and shows no signs of abating.  A muted Scandi design also continues to be on-trend. We’re seeing growing consumer demand for complete weaning sets in complementary palettes that collectively look as good as they perform.

How important are brand names within this category?

Trust, authority and reputation are key in this sector. Bibado regularly achieves Trustpilot scores in excess of 4.8 and boasts over 10,000 5-star reviews. These are the benchmarks against which a customer will assess a brand to arrive at a purchase decision. Typically these attributes are built over time by established companies that invest heavily in premium products and build brands. Such companies tend to have industry longevity and a strong track record along with other hygiene factors like strong customer service and an abundance of high-rating testimonials. A proliferation of unbranded white-label goods available to ship internationally from unknown sources means that the consumer is faced with ever more choices but more risk. Choosing a household brand like Bibado offers parents the highly-valued reassurance and peace of mind that our products are safe and tested to the highest global standards with independent test houses.

Again, it all links back to arming parents with maximum confidence, and what peers and experts say about your brand, can speak volumes.

What benefits can retailers expect by stocking products that fall within this category?

Weaning is one of the most significant journeys and milestones for families. It is a relatively protracted stage of childhood development spanning at least 2.5 years and lays some crucial foundations for other key development stages like motor control, speech and socialisation. As a consequence, it is a vast category with a host of interdependent and complementary products. Repeat purchase can be significant and word-of-mouth recommendations for brands that invest in social media, digital advertising and parent-influencer outreach programmes can yield high sales.

Food for thought

There are many parental concerns about infant feeding and weaning, more so when ensuring a smooth transition from breast or formula milk to solid foods. As an industry we are fortunate that we continually see the emergence of cutting-edge nursery products which provide the perfect tools that simplify this process for parents.

Infant feeding and weaning may continue to evoke parental anxieties, but the modern era has ushered in a new wave of innovative nursery products that address many parental concerns head-on. From anti-colic bottles to self-feeding utensils, these advancements provide practical solutions while offering nursery retailers a unique opportunity to stand out in a competitive market. By staying abreast of the latest developments and fostering a strong online and offline presence, retailers can effectively drive footfall and establish themselves as indispensable partners in the parenting journey.

Scratch resistant

Lansinoh’s glass feeding bottles are scratch resistant, durable and offer parents a sustainable option for bottle feeding their babies.

Crafted from premium heat and thermal shock-resistant glass, they are designed to provide parents with a comfortable hold while feeding their little one. Each bottle comes complete with the innovative Lansinoh NaturalWave teat - clinically proven to reduce nipple confusion and allow baby to control the milk flow and enjoy a comfortable feed.

Backed by more than 50 years of research, Lansinoh’s NaturalWave Teat is designed to encourage the same peristaltic tongue movements babies use at the breast - reducing nipple confusion and ensuring good oral development is maintained. The unique NaturalWave design enables a wider latch-on, similar to a baby’s natural latch and with a super soft and flexible design, the silicone teat allows baby to control the milk flow with ease.

www.lansinoh.co.uk

Products that cater for feeding & weaning can provide great instore footfall generators or website clicks.

Solution when away from home

MAM offer a great range of accessories to pair with their stylish bottles including the Milk Powder Box and Soft Brush.

The Milk Powder Box is designed to offer a convenient feeding solution while away from home.

The portable, lightweight container safely holds three separate servings of powdered milk or formula which can be easily poured into baby’s bottle without mess.

When cleaning baby bottles, opt for MAM’s Soft Brush featuring innovative bristles that flexibly adapt without scratching for a gentle but proper clean. The cleverly shaped end of the brush is ideally suited for cleaning MAM teats, fitting perfectly in to those harder to reach areas. www.mambaby.com

Functional for mealtimes

Red Kite have highchairs to suit all budgets, tastes and needs.

Red Kite Baby’s Feed Me range includes the great value every day Feed Me Compact which is available in 3 colour designs,  the mid range Feed Me Lolo is a very practical high low highchair suitable from birth and is a classic design with a deep and padded seat that will last for years!

Very popular and in high demand is the amazing Feed Me Snak which is a 4 in 1 combined highchair that grows with baby from 6 months to young adult and will definitely tick a box with a strong competitive price point.

Top of the range is the gold award winning and celebrity endorsed Feed Me Combi.  Practical and stylish 4 in 1 highchair that will last for years and is finished to a high quality , the Feed Me Combi really is top of the class!

Tel: 01454 326 555

www.redkitebaby.co.uk

Designed for small hands

Bulgarian brand, Kikka Boo, has created a charming range of stylish, but practical weaning products.

The range features a variety of utensils, bowls and sets that are designed with little children in mind.

The utensils, including the unique double ended Giraffe Feeding Spoon with Fork, are all ergonomic and easy for little hands to hold as they begin their self-feeding journey. Their attractive weaning bowls and sets include baby-safe features, such as suction cup bases, spill proof lids and heat sensing spoons.

All products come in pastel colours, with soft edges and smooth designs that are pleasing to the eye.

Award-winning wholesaler, Baby Brands Direct, are pleased to offer retail customers the fantastic range of Kikka Boo products! Register today to take advantage of an extensive catalogue of high-quality baby and nursery goods.

Tel: 0208 845 5000 sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk

Six piece set

Bibado takes the headache out of mealtimes with a ready-made, complete weaning solution for new parents.

The 6-piece set arrives on-shelf in September and comprises the brand’s signature product, the Coverall Weaning Bib with matching attachable ‘no-drop’ Handi Cutlery. Packaged in a giftable keepsake box, the neutral-toned set also includes new launch super-suction bamboo tableware, a silicone open training cup and Dippit, the multi-stage weaning spoon and dipper in one

‘Weaning is an incredibly exciting time for parents’, says Kirk Mcveigh, Sales Manager, ‘but knowing where to start and what products to buy can be a minefield. Our Complete Weaning Set brings together award-winning products in one simple, convenient proposition.”

www.bibado.co.uk

Full feeding range

Toynamics UK & Ireland distributes a wide range of brands covering ages from newborn upwards including specialist nursery brand Skip Hop, with the mission of ‘must-haves made better’ the products

are created with both parent and child in mind with smartly designed essentials for the family. Vibrant and practical, the Skip Hop Mealtime range has it all. From thermal containers to water bottles and infant feeding to tableware, there’s a mealtime solution for every age. The Formula To Food Containers are made up of 3 separate compartments, the lids are leakproof and easy to screw on allowing use individually or stacked. Each container has metric markings, is BPA and phthalate free, and is dishwasher safe. You can use it as a formula container with the easy-pour lid, fill it with little ones’ snacks for a road trip, and even as your own snack container, just pack, stack, and snack!

All Toynamics UK & Ireland brands and products have full marketing support available, including shop-in-shop solutions.

Tel: 0116 4785230

sales@toynamics.co.uk | www.toynamics.com

Tableware with a tale to tell

Done by Deer introduces the new Foodie tableware collection that serves up exciting stories and inspires your little one to dig in and explore the world of food.

The playful prints on the Foodie tableware brings storytelling to the dining table and make eating fun for little ones. At dinnertime, your child can join the Deer friends’ adventures as they splash in the water, play on the ground, or fly among the clouds.

The tableware is perfect for everyday life with kids. The products are suitable for the microwave and dishwasher, and they will survive any toddler’s gravity tests.

Contact Gwen Peacock on the below for further information.

Tel: 07876 150 729

gwen@donebydeer.com

www.donebydeer.com

A must-have for weaning and beyond

Make dinnertime a breeze with the Evolu 2 High Chair, available in a range of colourways to suit any interior or decor.

From 6 months to 6 years, this long-lasting high chair easily adapts, ensuring comfort at every stage. The two adjustable table heights cater to weaning and toddler stages, fostering independence. For homes with kitchen islands, extra-long legs are available separately, transforming the chair to the ideal kitchen island height.

The Evolu High Chair is a functional yet trendy product making it a must-have for weaning and beyond!

sales@cuddleco.co.uk

Natural fit for Bibado

Sippit, a new silicone open training cup, is the latest in a long line of product launches for Bibado - the innovative team behind the Coverall Weaning Bib owned by 1 in 6 UK households.

The name is a natural fit for the silicone beaker, which joins the award-winning Dippit multi-stage weaning spoon and dipper loved by experts and paediatric dieticians.

Available in a trio of Scandi-inspired colours, Sippit is an evolution from the brand’s Dawn the Dinosaur Multi-Sensory Teether and shares similar features, including the support of healthy oral and speech development and safe swallowing.

It features a topple-resistant weighted base and ridged sides to help little hands master independent drinking.

www.bibado.co.uk

MAM East Start Anti Colic Bottle

Protection against Colic and sel f-sterilises in just 3 minutes

Breast milk is best for babies. However, the MAM Easy Start Anti-Colic bottle allows Mums to be flexible when feeding. The Easy Start is the ideal choice for switching between breast and bottle - thanks to the symmetrical SkinSof t™ silicone teat, which feels familiar and allows a latch that is just like mum. This is confirmed by babies, with 94%* accepting the MAM SkinSof t™ teat.

The MAM Easy Start Anti-Colic bottle also takes care of little tummies. With MAM’s unique vented base, babies can feed undisturbed and comfortably, as the pressure in the bottle remains even. This allows babies to swallow less air and helps reduce 80%** of colic symptoms.

The Easy Start is also the only bottle on the market which can be sterilised without a separate steriliser All you need is 20ml of tap water and 3 minutes in the microwave. Making it the perfect choice for the modern parent.

Comfort and Safety

Introducing the Venicci Engo car seat, prioritising safety, and comfort. Designed for infants (40 - 87 cm) with a weight limit of up to 13kg.

The Engo car seat incorporates memory foam for secure head positioning. With ease, parents can adjust the car seat’s headrest as their child grows, ensuring comfort and safety for every journey. Compliant with ECE R129-iSize standards, it guarantees thorough side impact protection.

The isofix base ensures easy installation. Versatile, it can be attached to the pram chassis with adapters, providing convenience for on-the-go parents.

Safety and peace of mind are at the forefront of the core values at Venicci.

www.venicci.co.uk

Barking Mad

john@pramland.co.uk

Star Wars, The Lord Of The Rings, The Godfather. . . what have they all got in common?

Yes, they are all blisteringly good films. Yes, they have highs and lows (Here’s looking at you Godfather Part 3), but most importantly they are trilogies! Don’t start a debate about my inclusion of Star Wars in this list when there’s 9 films. . . I know this, but technically the 9 films are split in to 3 trilogies collectively known by us geeks as the journal of the wills. . . .so there.

Where was I? Oh yes, good things come in threes and this month may I present to you my final chapter. The last piece in the puzzle. For the past two months I have written about the current state of the industry from the perspective of us retailers and last month I tried to offer up a counter to the issues I raised. Both articles generated a buzz I’m pleased to say. I have received messages and emails from numerous retailers both agreeing and questioning my remarks. This has been very welcoming as it means I have an even better understanding of where the industry sits given all the views I’ve assembled.

On the flipside I’ve received some negative feedback from some (and I

stress only some) brands. And to those brands that reached out to me I say thank you! It was encouraging to see my words had an impact and that it meant you felt compelled to enter the discussion. Most disappointing was the lack of feedback from some brands, the majority simply choosing to not even acknowledge my comments, comments that are echoed in independent stores nationwide. Does this lack of engagement mean they don’t care? I truly hope not. From the feedback I have had I can tell you the feeling in the industry is VERY strong around the points I raised. Retailers, yes, your retailers are growing more and more fed up of having to compete not only with the local competition and online stores but with you directly! So where does that leave us this month? Well as I said above it leaves us with that awkward final instalment.

I’m going to try and be as pragmatic as I can here and try to draw a line under all this toing and froing based on my own circumstances. In my store I have a good number of brands. Too many? Possibly, yes. To paraphrase Bilbo Baggins, “I don’t support half of you half as well as I should like, and I

support less than half of you half as well as you deserve”. My point being that the age old 80/20 figure comes in to play. I could lose 3 or 4 brands with zero impact to my bottom line. I would class this as natural wastage, either the customer has changed, the products within the brand have changed or simply it was the wrong brand for the store. I also have some brands that make dealing with them hard, not hard as in hard to call them or get stock, but hard as in hard to earn a living from. Either because they choose to do little about online discounting or because they are competing directly with me on their own website. These brands are the brands I, and we, as an industry need to make a decision on.

The big problem comes when a

brand we class as “key” to our business falls into this category. So, the brand is one of your biggest. You spend lots with them, they have a large portion of your shopfloor, but you are either having to constantly discount in order to make a sale or you’re forever matching a promo price on their own site. Worse still you are demoing their products only to be told that the customer wants a colour that is exclusive to their own webstore. I can hand on heart say that I’m not currently in this position with any of our brands – not because I’m a genius but out of simple dumb luck, I guess. If I was and I was faced with making a tough decision to walk away from a brand, I’d let the maths do the talking: Lots of turnover with brand ÷ little

This month Pramland’s John Barker gives his final chapter in his trilogy of retailers competing with brands selling direct to the consumer.

Recently a number of brands have started to work on new partnership or “flagship” programmes to encourage and reward those stores that actively work with them in order to better improve business on a mutually beneficial basis, I cannot applaud this enough

or no margin due to discounting = what’s the point?

You can spend £1M a year with a brand but if this earns you next to nothing why sell it? Why give them space on your shopfloor? You will no doubt have items from brands that would love that business and are actively working to ensure those stores that support them are given the tools they need to earn money – all they ask for in return is your time, support and enthusiasm. In my last article I commented on how brands justify selling direct and I said at the time I accept this, but I said I wasn’t happy about it. And do you know what? This hasn’t changed but nor will the behaviour of these brands, and for that I don’t blame them. After all we are all trying to run a business that is profitable. However, we as individuals need to choose if we act upon this –We can’t force them to change so we must make the change ourselves.

Recently a number of brands have started to work on new partnership or “flagship” programmes to encourage and reward those stores that actively work with them in order to better improve business on a mutually beneficial basis, I cannot applaud this enough. Some will say that it creates an us and them amongst stores, it feeds in to the anti-competitive nature which

we are all opposed to. In reality what it does is force the retailers hand. Do I want to work with this brand? Do I really want to improve my sales, grow my business and earn good margins, free of pricing issues? It means instead of having xyz of brand X on display I need to downsize in order to give more space to my new partner brand – but if the pay off is actually earning a margin then surely it’s worth it?

As a member of various nursery store groups I see gripes on a regular basis. You’d expect to, right? The problem is I seem to notice the same stores griping or different stores griping about a certain brand on a regular basis. Surely there must be a point where you have to draw a line in the sand? As a member of the AINR I’m proud to say I have a few exclusives, I’m also super confident I can sell them at full rrp with zero risk of having to discount – and that’s why both myself and my team push them. I would never choose to place a product on my shop floor over these if I wasn’t 100% confident on my margin, add to this the fact the exclusives we are lucky enough to have are so sellable. My point being I don’t ever have to gripe about these items so why would I not give them all my effort? The crux of the matter is that the same can be said for many brands too. Come on people,

support the brands that want to support you! They’ll thank you for it, you’ll thank them for it and your bank account will thank you both for it!

So, like any good trilogy my story ends, but I’ll have to leave you with a cliffhanger as I don’t have a crystal ball to see into the future. . .or would it be a Palantir? Fingers crossed the plucky, under powered little guys win the day

against the all-encompassing, allpowerful overlords. Time will tell if we manage to thwart the nefarious plans of the evil dictatorship trying to ruin our livelihoods. Until this climatic battle happens, I guess we can all go about our business selling as many prams as we can and trying to earn a living.

Until next month – Auf Wiedersehen and power to the uprising!

Technology at its core

Can you tell us a little about the company’s history and it position within the electronics sector when we consider the baby and toddler industry?

VTech has a rich history in the electronics sector, with its origins dating back to 1976. Over the years, the company has established itself as a trusted brand in the baby and toddler industry, the company has grown to become a global leader in innovative electronic products for children, offering a wide range of electronic products that cater to the needs of parents and caregivers.

Within the baby and toddler industry, VTech understands the importance of having a secure connection to the people and rooms that matter most. VTech holds a strong position as a trusted brand, with a wide range of electronic products including baby monitors, interactive toys, tablets, and learning systems, all designed to support children’s cognitive, motor, and language development. By incorporating technology into their products, VTech provides parents with tools to aid their child’s growth while making learning enjoyable.

Our top priority is to provide parents with leading products that focus on their child’s well-being and safety. This commitment to safety has earned VTech the #1 baby monitor brand across North America, Canada, Australia and in the last 18 months, the UK and Ireland as well. VTech launched the LeapFrog range of baby monitors into the market just under a year ago and it now already a key brand alongside VTech itself. LeapFrog offers a step up in feature set, such as colour night vision.

How does VTech differentiate itself from competitors in the baby and toddler industry?

VTech differentiates itself from competitors in the baby and toddler industry through several key factors.

Firstly, we prioritize innovation by continuously introducing advanced features and technology in our baby monitor products, providing parents with peace of mind and convenience.

Secondly, VTech focuses on product safety and

quality, ensuring their monitors meet the highest standards.

Thirdly, VTech offers a wide range of options, catering to various budgets and needs, allowing customers to find the perfect fit.

Lastly, we commit to exceptional customer service that sets us apart, providing support and assistance throughout the customer journey, from pre-purchase inquiries to post-purchase assistance.

What sets the business apart, more so when we look at electronic products within the nursery sector?

What sets VTech apart in the nursery sector is their focus on creating products that combine technology with early childhood development and education. The baby monitors, go beyond traditional audio and video monitoring. They offer additional features such as lullabies, night lights, temperature sensors, and two-way communication capabilities. These features not only provide peace of mind for parents but also contribute to creating a soothing and nurturing environment for babies and toddlers.

Last month (July) we focused on baby monitors. Could you describe VTech’s specialty in the baby monitor market and what makes your baby monitors unique compared to other brands?

VTech is known for its expertise in the baby monitor market, providing parents with reliable and advanced monitoring solutions. What sets VTech’s baby monitors apart from other brands is their focus on combining forefront technology with user-friendly features.

VTech baby monitors offer a range of unique features that cater to the specific needs of parents. Some key differentiators include secure and interference-free digital transmission, long-range coverage, and multiple camera support. Additionally, VTech’s monitors often include features such as two-way communication, temperature sensors, soothing sounds, and lullabies, ensuring a comprehensive monitoring experience. In a rapidly evolving industry, innovation is

crucial. Can you share some recent innovations that VTech has incorporated into its baby monitor range?

In terms of recent innovations, VTech has been at the advanced developments of incorporating intelligent features into their baby monitors. This includes features like motion detection, sound activation, night vision, and smartphone connectivity for remote monitoring. VTech has also integrated smart home compatibility, enabling seamless integration with voice assistants and other smart devices to enhance convenience and ease of use for parents.

Consumer awareness is essential for any business. How does VTech drive consumer awareness for its baby monitor products? Are there any specific marketing strategies you employ?

VTech employs various marketing strategies to drive consumer awareness for its products. Firstly, we leverage digital marketing (online platform) such as social media, e-newsletter, display advertising to reach out our target audiences. We also regularly create informative and engaging blog posts, videos that address common parenting concerns and provide solutions, subtly promoting the features and benefits of VTech baby monitor products to parents and caregivers in the process.

In addition, strategic partnerships with influencers and corporates play a significant role in VTech’s marketing efforts. By collaborating with influential individuals in the parenting community, VTech can tap into their established audience and gain exposure to a wider range of potential customers.

VTech employs a multi-faceted marketing strategy that utilizes digital platforms, content marketing, strategic partnerships, and in-person engagements to drive consumer awareness for its baby monitor products.

With a wide range of baby monitors available in the market, how does VTech ensure its products cater to diverse customer needs and preferences?

This month we had the pleasure to catch up with Joel Lucy of VTech to gain a better understanding of this established brand, the innovation within their baby monitors range and why technology and electronics is at the heart of the business

VTech recognises the importance of catering to diverse customer needs and preferences in the competitive market of baby monitors. To ensure this, we employ several strategies.

Firstly, VTech conducts extensive market research and gathers customer feedback to understand the evolving needs and preferences of parents and caregivers. This helps us stay ahead of trends and develop products that align with customer demands.

Secondly, VTech offers a wide range of baby monitor options with varying features, functionalities, and price points. This allows customers to choose the product that best fits their specific requirements and budget. Whether customers need basic audio monitoring or advanced video monitoring with additional features like temperature sensors, two-way communication, or lullabies, VTech strives to offer a diverse range of options.

Furthermore, VTech actively engages with its customers through various channels, such as social media, and direct communication. This enables us to gather real-time feedback and suggestions, allowing us to continuously improve our products and meet the diverse needs of our customers.

Overall, VTech’s commitment to research, product diversity, and customer engagement helps them ensure that their baby monitors cater to a wide range of customer needs and preferences.

Safety is a top concern for parents when it comes to baby monitors. Can you explain the measures and certifications VTech implements to ensure the safety of your products?

Safety is indeed a top priority for VTech when it comes to baby monitors. We take several measures to ensure the safety of their products. VTech prioritise the use of non-toxic and child-safe materials to minimise any potential hazards.

Firstly, VTech adheres to strict international and local safety standards and regulations set by various governing bodies, for instance the UL 60950/62368 Safety Standards for US Market, certified EN 62368 for UK and European countries. All the products undergo rigorous testing to meet these standards before being launched in the market. Beside this, we have embedded the eco-design principles into our products and packaging. We continue to develop Audio Baby Monitor with the Blue Angel eco-label, certifying that those models meet the Germany environmental standards of low radiation.

Additionally, VTech voluntarily seeks certifications from reputable organisations, we received Cyber Assured certification for the baby video monitors, issued by Intertek. VTech incorporates advanced safety features into baby monitor designs, features include secure and encrypted wireless transmission, ensuring that the monitor’s signals are not vulnerable to hacking or interception and to protect all consumer data right privacy.

By implementing these measures and certifications, VTech demonstrates its commitment to providing safe and reliable baby monitors for the well-being of infants and toddlers.

As technology continues to advance, how does VTech envision the future of baby monitors and its role in shaping the industry?

VTech envisions a future of continuous innovation and technological advancements in the baby monitor industry. We believe that as technology evolves, baby monitors will become even more sophisticated and feature-rich, offering enhanced functionality and convenience for parents and caregivers.

VTech aims to play a leading role in shaping the industry by pushing the boundaries of what baby monitors can offer. We anticipate the integration of emerging technologies, such as artificial intelligence (AI) and machine learning, to provide advanced monitoring capabilities and personalised insights for parents. This could include features like real-time health tracking, sleep analysis, and smart notifications tailored to each child’s needs.

Furthermore, VTech recognises the growing importance of connectivity and smart home integration. We envision baby monitors seamlessly integrating with other smart devices and platforms, allowing parents to monitor their little ones from anywhere and conveniently access data and control settings.

Overall, VTech is committed to driving innovation and shaping the future of baby monitors to meet the evolving needs and expectations of parents in the digital age.

How can nursery retailers order products from your monitor’s range here in the UK?

Nursery retailers can source product either directly from VTech, subject to a number of conditions, or via Murrays for England, Scotland and Wales or BR Nursery for Ireland. If in doubt, contact myself and I will be more than happy to assist with your enquiry.

Could you elaborate on the type of support and resources VTech offers to nursery retailers?

VTech is committed to provide comprehensive support to nursery retailers, including training programmes for staff to enhance product knowledge, enabling them to convey detailed information to customers and assist in making informed purchasing decisions. We also offer point-of-sale materials such as product displays and signage, to help retailers effectively promote their products in-store. Additionally, the regular updates on product information and marketing campaigns are also shared with retailers, allowing them to stay informed and up-to-date, and offer dedicated customer service to assist retailers with any inquiries or concerns.

How do you assist retailers in promoting and selling your products and of course your baby monitor ranges to maximise sales and customer satisfaction?

VTech provides comprehensive support to retailers to promote and sell VTech products, including the baby monitor ranges. Firstly, we offer attractive point-of-sale materials, such as banners, posters, and displays, to create a visually appealing and informative in-store presence. These materials highlight the features and

benefits of the baby monitors and help capture the attention of potential customers.

Additionally, VTech conducts training programmes and provides product knowledge resources to educate retail staff about the baby monitors. This ensures that the sales personnel can effectively communicate the unique selling points and address customer inquiries, enhancing the overall customer experience.

VTech also collaborates with retailers on marketing initiatives, including joint promotional campaigns and advertising efforts. This collaborative approach helps maximise brand exposure and reach a wider audience, driving sales and customer satisfaction.

Furthermore, VTech maintains a strong customer service and support system to assist retailers. This includes providing timely and accurate product information, handling warranty and returns, and addressing any customer concerns promptly. By offering comprehensive support to retailers, VTech aims to maximise sales and ensure customer satisfaction throughout the purchasing process.

What benefits can nursery retailers gain by stocking VTech’s baby monitors and other electronic products within the VTech portfolio? Nursery retailers stand to gain several benefits by stocking VTech’s baby monitors and other electronic products.

Firstly, VTech’s strong reputation for quality and safety reassures customers and retailers, enhancing trust and loyalty. Secondly, the wide range of features and functionalities in VTech’s products cater to diverse customer needs, allowing retailers to offer a variety of options to their customers.

Furthermore, VTech’s commitment to ongoing innovation and product development ensures that retailers can consistently offer the latest and most advanced solutions to their customers, to meet the evolving demands of parents and caregivers.

Finally, are there any exciting developments or upcoming products on the horizon you can share with us?

Looking ahead, VTech continues to prioritize innovation and is constantly working on new developments. While specific upcoming products cannot be disclosed, we can assure you that VTech is dedicated to pushing the boundaries of technology in the nursery sector across both VTech and LeapFrog brands, ensuring customers can expect future offerings that leverage the latest technologies and deliver even more advanced features to aid parents and caregivers in their daily routines. For further information, you can contact Joel on: joel.lucy@vtecheurope.com

Perfect package

Baby gifts are not only heartwarming gestures but also significant revenue drivers for nursery retailers.

Thoughtful presents hold a special place in the hearts of parents-to-be and gift-givers alike. 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.

Any gift giver wants their gift to make an impact, they want something that delivers a certain ‘wow’ factor. As with most things a lot lies in the presentation and packaging of a product which can be a key trigger for many when making a purchase. A great gift idea presented badly will struggle to succeed, but a great gift idea with great presentation is sure to be taken to the till.

Baby gifts are often chosen with care and consideration, reflecting the sentiments and well-wishes of the giver. This emotional aspect contributes to the significance of these items and can also foster brand loyalty. When a nursery retailer offers a curated selection of high-quality baby gifts, it establishes itself as a destination for those seeking memorable and meaningful presents.

The variety of baby gifts available also contributes to their appeal. From adorable clothing and soft blankets to educational toys and keepsake items, the range of options allows retailers to cater to different preferences and occasions. This diversity increases the likelihood of customers finding the perfect gift for any baby-related event, whether it’s a baby shower, christening, or birthday.

Packaging can also play a pivotal role in shaping the perceived value of a gift. A gift with beautifully designed and well-crafted packaging adds an additional layer of value which can make the recipient feel valued and cherished.

In essence, the allure of baby gifts for nursery retailers is multi-faceted. They not only contribute to revenue generation but also elevate the retailer’s brand image, foster emotional connections, and create opportunities for repeat business. The packaging, variety, and alignment with trends collectively can make baby gifts a compelling and profitable category for nursery retailers.

Extensive range ideal for gifting

Toynamics UK & Ireland’s portfolio offers an extensive range of baby toys across their different brands, covering a range of price points and skill development features.

Skip Hop’s Playtime range is action packed to keep both babies and toddlers entertained with teethers and rattles, to crawl toys, and walkers. The Bandana Buddies come in a variety of fun characters that babies will love, the soft toy and teether features different sounds and textures for baby to explore their senses. It also easily attaches to a stroller/carrier or car seat for multi-sensory play at home or on the go. The newest addition to the Bandana Buddies is the Kangaroo and Joey. Hape’s range of infant toys is continuing to expand, with colourful and developmental toys, designed to encourage babies to discover and develop their senses. New for 2023 is the Montessori Mirror Shape Puzzle features 3-shapes with mirrors that slot back into their place, the mirrors develop self-recognition in babies, as well as fine motor skills. Also new for 2023 is the Rattle & Roll Toy Car, perfect for babies learning to crawl, the rattle noise is made when the car is pushed, teaching cause and effect, as well as encouraging them to crawl. Both products are made from Japanese rice, are BPA-free, soft to the touch and eco-friendly, the perfect baby gift.

Tel: 0116 4785230 | sales@toynamics.co.uk

COFFEE BREAK

Nursery Today takes a break with Rainbow Designs Director of Product, Creative and Marketing Services Alys Dawson to find out her thoughts on the gifting sector.

Do you feel we are experiencing a desire for more gender neutral gifts at the moment?

While there is still a desire for pink and blue toys and gifts consumers now don’t assume that pink is for girls and blue is for boys. However, even with gender reveal parties being very much on trend, the neutral colour palette is very much in demand when it comes to nursery décor, gifts and toys. For example, our new Animal Adventure Safe and Soft range offers a selection of soft toys in baby blue, pastel pink as well as a pale grey tone.”

What makes the perfect baby gift in your opinion?

Babies form special bonds with first toys, which help them to feel safe and secure as they learn and grow, so these early gift purchases have a lot of meaning. There are many aspects that contribute to making the perfect baby gift, and consumers today are looking for something that is contemporary but will stand the test of time, that is safe, comforting and will support their child’s development. For many of us, story book characters from our early years have had a lasting impact, and this is because, in many cases our parents, and even grandparents, grew up with these adored characters so they formed an important part of our childhood bedtime story routine. At Rainbow, we specialise in bringing these adored characters off the pages of these classic storybooks and into the arms of the children who cherish them, so they can enjoy plenty of cuddles and comfort at bedtime whilst listening to their favourite stories.”

Are consumers seeking baby gifts that work well in the nursery with regard to decor?

Many baby gifts are purchased with nursery décor in mind, and when it comes to the nursery, parents tend to work to a particular colour palette or character themes such as Peter Rabbit and Disney’s Winnie the Pooh. Ranges like our Guess How Much I Love You plush and wooden collection of toys, with its neutral colour palette, offers plenty of choice when it comes to gifting.

Do you feel consumers are seeking gifts that have ecofriendly credentials?

Absolutely. Eco-friendly and sustainability is a consumer focus that is only going to continue to build, so products that offer and meet these requirements are becoming more and more important. The children of today are more educated about the current climate than generations before them and are becoming more very much more passionate about conservation and sustainability, which is fantastic, and this is filtering through to parents, grandparents and gift buyers.

Magical beginnings with Enesco

Contemporary gift supplier Enesco is delighted to present the licensed Disney Baby Collection

Designed in gorgeous gender neutral colours of whites and greys with accents of turquoise and yellow, across the whole collection you’ll find classic Disney characters including Simba, Bambi, Thumper and Marie – it’s a suite of totally timeless pieces, simply perfect for a little girl or boy. Items in the collection including changing mats, changing bags, bibs, muslin clothes and more.

Made from the highest quality fabrics that are either machine washable or easy to wipe clean, and presented in an eco-friendly branded box packaging, which is all fully recyclable, all products have been tested to UK and European Union standards.

Tel: 01228 404022

uksales@enesco.co.uk

www.enesco.co.uk

The gift of sleep

The Love To Dream range is a revolutionary collection of products designed to help babies and parents experience a peaceful night’s sleep.

Great for gifting, with their unique and innovative designs, Love To Dream offers a variety of sleep solutions that promote safe and comfortable sleep for infants. From their signature Swaddle UP, which allows babies to sleep with their arms up in a natural position, to their transition swaddle bags and sleep suits, all options provide the perfect balance of warmth and breathability.

Love To Dream really understands the importance of creating a nurturing sleep environment and parents around the world trust Love To Dream for its commitment to quality, functionality, and above all, a good night’s sleep for their little ones.

sales@cheekyrascals.co.uk  www.cheekyrascals.co.uk

Comforting dolls

The brand’s ever-popular Tendresse doll collection includes new arrivals, Naomie, in her sunshine yellow outfit and the pastel toned Amandine.

Ideal from birth and made from the softest materials, the Tendresse doll collection will comfort little ones as they grow, soon becoming the star of any imaginative play and games, whilst looking right at home in a nursery from day one.

www.kaloo.com

The precious soft toy brand, Kaloo, offers a huge range of keepsake gifts for little ones, newborn and beyond, creating thoughtful gifts that will be treasured by both parents and little ones for years to come.

Classic Pooh Ring rattles

Gift of play

Red Kite have always been well known for the fantastic value play range they supply.

Red Kite Baby work with a UK design team to come up with concepts and designs intended to stimulate and encourage babies interest and growth at all stages, whether from new born with their playgyms to the Sit Me Ups which have been part of Red Kite’s core range for many years and continue to be one of their best sellers.   The new Tree Top neutral range has been so popular this year that they have just added the new Sit Me Up and Spiraloo toy to this range and is already flying out and getting great reviews.

Tel: 01454 326 555

sales@redkitebaby.com

Baby’s natural friend

Natural rubber teething toys that entertain, settle and soothe. Cloud and Cuckoo offer effective solutions to the abundance of plastic toys on the market. Their best seller ‘My Friend Goo’ has a unique ‘dummy shaped’ tail feature providing comfort that settles and soothes babies to sleep. Unlike a dummy, babies explore the toy through sensory play which develops oral and fine motor skills. This helps with a range of future milestones including weaning, drawing, writing and speech development. The soft rubber is more pleasant to chew and free from plastic and harmful chemicals.

Cloud and Cuckoo noticed an increase in sales as parents started buying their teething toys as gifts for other parents. Not only an ideal gift for any baby, who can be entertained and soothed by the teether, they also give parents a bit of breathing space. In response to popular demand they expanded their range and packaging options creating beautiful sets for the gift market. www.cloudandcuckoo.com

Amphibian fun!

These on-trend Taggies Crinkies

Axolotls keep curious babies engaged with ribbed fabric, a crinkle, rattle, and signature ribbons.

The Taggies Axolotl Crinkie is the perfect toy for babies and toddlers! Crafted in a bright aqua or Salamander pink crinkly material, babies can explore the colourful tags and the popular axolotl animal design. The convenient size allows it to easily hang on a carseat or stroller as a source of entertainment.

www.marymeyer.com

Soft to the touch

The Treetops collection from Silvercloud has been specially designed to help you create an individual themed nursery, using 100% cotton with soft-touch fabrics, it features adorable forest animal friends in a gentle, unisex colour palette.

Discover a matching 3 piece bedding set, sleeping bag, changing mat and cosy hooded cuddle robes, along with beautifully packaged knitted blankets that make perfect baby shower gifts.

The Treetops collection was exclusively designed in the UK with love.

Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802

Email: nursery@east-coast.co.uk

www.eastcoastnursery.co.uk

by

Their sensory muslins make the perfect new baby gift - combining the science of sight with the versatility of a muslin. Tied to a car seat, over the shoulder for a feed or used to play peekaboo, babies adore staring at the captivating designs whilst parents benefit from a moment of calm. Super-soft GOTS certified organic cotton in stylish box packaging. The perfect baby gift.

Available in Animal, Plant, Drawing & Sky print designs. www.ettaloves.com

Organic certified Beautiful for gifting

With a portfolio that includes Paddington Bear, Peter Rabbit, Disney’s Winnie the Pooh and Guess How Much I Love You, Rainbow brings these characters to life, in classic yet contemporary, soft and playful infant toys that make treasured gifts for babies and newborns.

Created for fans of Mickey Mouse to commemorate special memories and milestones with their loved ones, Rainbow Designs’ new Mickey Mouse Memories range offers a beautiful, luxury collection of fun infant toys, that makes the perfect any occasion gift for baby. Delivered in nostalgic packaging that features the iconic Mickey Mouse vintage artwork, the range includes a Mickey Mouse Wooden Ring Rattle, Comfort Blanket and Activity Toy, as well as an adorable Musical Lullaby Mickey Mouse Soft Toy. The Mickey Mouse Memories range has been launched in a huge year for the brand, as it celebrates 100 years with D100.

Rainbow’s Hundred Acre Wood collection featuring Disney’s Winnie the Pooh and his friends, Eeyore, Piglet and Tigger, offers an extensive choice of gifts for baby including an array of soft toys, ring rattles, comfort blankets and gift sets. These adorable plush gifts make a wonderful, cherished keepsake as well as the perfect playtime, story time and bedtime companions for any little fan of Winnie the Pooh.

Also arriving this summer are the Peter Rabbit and Paddington Bear Bedtime Cuddle Nightlights. The super cuddly soft toys respectively hold a soft, detachable lantern and marmalade pot, that illuminate to provide a mesmerising light pattern and soft nightlight, whilst playing a soothing lullaby. “Due to the soft quality material, gentle lighting and easy portability, children of all ages can benefit from a familiar sleep setting and good night’s sleep, wherever they are.,” said Dr Gummer, Child Development Expert and Founder of The Good Play Guide.

The new Animal Adventure Under the Sea range delivers a host of gift ideas, as it brings the wonders of the ocean to your baby, and adds fun and cuddles to imaginative playtime, Featuring the softest and most adorable Octopus and Turtle in a variety of nursery soft toys, with tactile textures to stimulate the senses, and cute features to encourage sensory exploration, this range of nursery toys makes a great baby gift choice.

Tel: 01329 227300 | www.rainbowdesigns.co.uk

Gifts for Creative Play

These lovey-puppets are fantastic for play and story time for mums and baby naps.

The Jewel Hippo, Sparky Puppy, and Sweet-N-Sassy Fox are made of super soft fabrics and feature modern prints.  These dual-purpose toys offer a play time and sleeping time companions.

www.marymeyer.com

All wrapped up

Silvercloud are known for their beautiful blankets and shawls. Perfect for chilly days out, or cuddles on the sofa.

Available in a selection of traditional and contemporary patterns, in gender neutral colours, which are designed to complement your pushchair or nursery.

All of their blankets and shawls are knitted from 100% cotton, and are beautifully packed with a ribbon, making them a perfect gift for a new baby.<image001.jpg>

Discover matching bedding and nursery accessories, exclusively designed in the UK.

Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802 | Email: nursery@east-coast.co.uk

www.eastcoastnursery.co.uk

Created in 2016

Jen Fuller, Etta Loves work with experts in infant vision, to create science backed patterns across baby essentials.

Rainbow Designs have a wonderful collection of beautiful and thoughtful gifts for babies and infants available, featuring many of the most-loved classic story time characters.

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.

ideas that get you noticed

For over 25 years, Ideas Network has built up an unrivalled reputation for outstanding consumer PR. They have all the skills of a larger agency while being small, fast and flexible.

Ideas Network is a boutique PR agency with a unique offer –they’re happy to achieve mutually agreed PR targets across all media channels or give their fees back.  This gives their clients peace of mind that they’ll deliver what they’ve promised and in these uncertain times that’s worth its weight in gold.

Their core strength is in press office media relations – they know how to achieve coverage in all the right places after 25 years working across the parenting and lifestyle sectors.

If you’d like to find out more please contact Victoria Reynolds on 07957 431 771.

www.Ideasnetwork.co.uk

Specialised PR Solutions for New Brands

Are you a new brand ready to make an inroad into the UK market? If so, check out The Pebble Agency. At The Pebble Agency, they specialise in introducing new brands to the UK with impactful PR strategies that drive awareness, build credibility, and accelerate growth. Why Choose The Pebble Agency?

1. Expert Market Insight: their team of PR specialists understands the nuances of the UK market. They stay up-to-date with the latest trends, consumer behaviour, and industry landscapes to ensure your brand receives targeted exposure.

2. Tailored PR Campaigns: They create bespoke PR campaigns designed specifically for your brand, maximising media coverage, influencer partnerships, and strategic brand collaborations to generate buzz and increase market penetration.

3

Media Relations: With their extensive network of media contacts and industry influencers, they secure valuable press coverage in top-tier publications, online platforms, and broadcast media, amplifying your brand’s reach and credibility.

4 Launch Events: They design and execute engaging launch events that capture attention and generate excitement around your brand, connecting you with key media, influencers, and potential customers.

5.

Brand Positioning: They work closely with you to define your unique selling proposition and create a compelling brand narrative that resonates with the UK audience, helping you stand out from the competition.

Don’t miss the opportunity to establish your brand in the thriving UK market. Contact The Pebble Agency to discuss how their specialised PR solutions can unlock your brand’s potential and drive success in the UK.

The Pebble Agency - Your Gateway to UK Market Success!

Tel: 07808 471321

jo@thepebble.agency

www.thepebble.agency

Friendly and approachable

bumpPR is an award-winning boutique agency that specialises in family brands; offering a range of services tailored to suit individual company objectives and budgets.

With nearly 13 years’ experience, bumpPR has become renowned within the nursery and preschool sectors for being a truly hard-working and passionate PR team – it’s clear they love what they do.

Whether you would like a little bit of direction in your first year via some consultancy with the agency’s founder, you’re looking for a small to medium sized project to generate a bit of exposure, or you need retained services to secure regular activity and results – bumpPR can help. Every client is made to feel important, with each tailor-made PR package delivered with care and attention to detail.  Nothing is ever too much for the team, who will go the extra mile to make sure each and every client is happy!

The agency has garnered a portfolio bursting with some truly iconic brands, including Medela, Snüz, The Little Green Sheep, Kit & Kin, Doona, Infantino, Sweet Dreamers 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 for well over a decade.

Tel: 01462 613 002 | www.bumppr.co.uk

Building brands

Azaria – Media. Influencers. Social. Digital. All your Marketing Support Under One Roof.

Azaria is the UK’s leading family specialist PR and digital marketing agency. With a proven track record, Azaria helps build brands and drives sales through targeted multi-platform campaigns.  Well known amongst the media, influencers and celebrities, it is the go-to agency for all-things family.

Its client portfolio spans big and small including Maxi-Cosi, VTech, Leap Frog, Beaba, Vital Baby and Baby Central, to name but a few. From strategy to content to execution, Azaria handles it all. With years of experience its expertise includes:

• Media relations

• Product launches

• Celebrities & influencers

• Social creative content and advertising

• Digital media content & advertising

• Awards

• Sampling

• Brand & expert partnerships

• Product placements

…and much more.

Clients can take advantage of Azaria’s comprehensive influencer database, which combines data-driven insights and innovative tactics to produce meaningful relationships between brands and creators. Whilst its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fully-rounded campaigns that drive web traffic and product sales.

Their annual Family Report reveals current UK trends and market insight, confirming Azaria has the knowledge behind its expertise to deliver truly excellent results.

hello@azariapr.co.uk

www.azariapr.co.uk

Brand PR for the Family Market

The family PR agency dedicated to building brands that make parents and carers notice.

Following a career in global agencies, directing consumer PR for the world’s biggest household names and family attractions, Jane set-up Vista with a fresh, client-centric structure, working practices for employee wellbeing and a sole focus on the family market.

Vista delivers end-to-end solutions, leading measurement and evaluation and live client reporting. The team has high standards in professional accountability, will not waste marketing budget and has never reported equivalent advertising value as a measurement of success.

Choose from Vista’s specialist packages to shape your solution:

• Vista’s Talent Agency will activate relevant influencers to drive interest and sales

• Vista’s Brand Barometer can access your brand perception and future health

• Vista’s Social Team will energise your digital platforms

• Vista’s Media Team will achieve positive editorial coverage where it matters

• Vista’s client directors deliver strategic partnerships, ensures every solution is integrated and delivers to business objectives.

Luisa Rollins-Svensson, Graco UK: ‘We are under no illusion the role Vista plays in our growing success.’

Stacey Wright, Start-Rite Shoes: ‘For over 11 years Vista has been part of the Start-Rite family. We’d be lost without them!’

Dannii Barclay, Micro Scooters: ‘If you need a new PR agency Jane and her team are INCREDIBLE.’

jpd@vistapublicrelations.com

www.thevistavillage.com

Retail matters

Trade shows such as Kind + Jugend Baby Show in Cologne offer an unparalleled opportunity for businesses to build relationships, discover the latest trends, meet potential suppliers, and gain valuable industry insights. Myself and two of the Online4baby buying team are greatly looking forward to attending this year, after a fantastic event in 2022.

Our business is growing due to our investments in tech, brand and of course product, so Kind + Jugend is an important date in our calendar as we continue to drive the business forward.

I’ve attended countless trade shows as we’ve grown Online4baby from a market stall to the business it is today. They are a chance to meet like-minded peers, share insights, and catch-up with our suppliers face to face.

On top of these, a trade show is a trendspotting hub. It enables us to keep our fingers on the pulse of the industry, observing which product categories are gaining popularity, what new designs are making waves, and what innovative solutions are on the horizon. By spotting these trends early, we can anticipate our customers’ future needs and adapt our

product range accordingly.

The insights we gain from Kind + Jugend will undoubtedly influence our future direction, particularly as we seek to expand our own-brand range of products, Puggle. Already wellestablished in key categories including travel systems and car seats, we are eager to leverage these learnings to broaden into other categories. Senior Buyer Jenny Hughes says: “It’s really exciting to see product and new developments in-person, particularly as we continue to seek new supply across all categories.”

Our mission with Puggle has always been to provide quality, safety, and comfort at a price point that offers value to our customers. Therefore, we will be paying close attention to what

our customers, and indeed the industry as a whole, are gravitating towards. We aim to identify new product categories that align with our brand values and meet our customer’s evolving needs.

“It’s always good to hear the insights from people like Trend Forum too”, Jenny Hughes adds.

Whether it’s eco-friendly baby care products, innovative sleep solutions, or cutting-edge baby wearables, our objective will be to identify gaps in our current range and identify opportunities where Puggle can provide a compelling offer. We will seek potential suppliers who can help us deliver on these aspirations, ensuring they share our commitment to quality, safety, and

sustainability.

By immersing ourselves in the heart of the industry at Kind + Jugend, we aim to come away with a clear view of the landscape that lies ahead. Our attendance at this trade show will be a crucial step in Online4baby and Puggle’s journey towards becoming a well-rounded, comprehensive retailer that caters to all aspects of a baby’s life and parent’s needs.

The world of baby retail is vibrant and dynamic, and trade shows like Kind + Jugend enable us to stay at the forefront of this industry. Attendance will help us deliver our mission, to help parents buy with confidence, as we continue to evolve and expand our range to meet their needs and expectations.

A trade show is a trendspotting hub. It enables us to keep our fingers on the pulse of the industry, observing which product categories are gaining popularity, what new designs are making waves, and what innovative solutions are on the horizon.

Christy Foster, Managing Director

Small world

The Compact Folds category has definitely moved forward and offer a range of features that make them a go-to choice for parents on the go. From their compact size to their easy folding mechanism, these pushchairs provide a host of benefits that cater to the needs of modern families.

One of the main reasons for the popularity of compact fold pushchairs is their portability. Parents appreciate the compact size of these strollers, which allows them to navigate crowded spaces such as public transportation, busy streets, and narrow store aisles with ease. The ability to fold them quickly and effortlessly is a game-changer for busy parents, as it saves both time and effort, making them an excellent choice for those who are always on the move. We asked Graco’s Consumer and Trade Marketing Manager, Luisa Rollins-Svensson on her thoughts as to why compact folds have become so popular? “Put simply, convenience is king. Compact folds offer parents and carers a convenient stroller solution, which meets a wide variety of their needs. Whether you have a smaller car boot, need to switch between different transport types, are off on holiday or just need a lighter way to move baby around in comfort, a compact fold is the ideal solution – so it’s easy to see why these strollers are so popular.”

As a category that continues to grow in popularity, are we also experiencing continued innovation with regard chassis styles and quick, one hand fold with regards to this category? “Yes definitely” commented Joie’s Head of Product Management, Damon Marriott, adding “The compact fold has adapted from the from the classic umbrella fold stroller. Although the classic shapes do still have their place in the market, the consumer is definitely looking for more pleasing aesthetics and functionality. Since this category is relatively fresh, we should see plenty of innovation over the coming years. Weight is incredibly important and so finding ways to shave off extra grams can tip the scales in a products favour. The design of the fold function can also have a big impact as smaller and more convenient folds provide real-world benefits to parents.” Independent Retailer Gary Watts, WH Watts, agrees, commenting “The innovation has been remarkable, the market has gone from a few options to multiple options with enormous improvements in fold and user friendliness.”

A key innovation of compact fold pushchairs is their lightweight construction. Many of these strollers are made from lightweight materials such as aluminum or carbon fiber, making them easy to carry and maneuver. This feature is particularly beneficial for parents who often need to lift the stroller in and out of the car or carry it up and down stairs. The lightweight design also makes them a great option for travel, as they can be easily stowed in overhead compartments or checked in at airports.

Retailers can greatly benefit from stocking compact fold pushchairs due to their high demand and growing popularity. These strollers have become a must-have item for many parents, and their presence in stores can attract a significant customer base. Parents are often willing to invest in a quality pushchair that offers convenience and portability, making them more likely to make a purchase when they find a suitable option in-store.

Furthermore, offering a variety of compact fold pushchairs can help retailers cater to different customer preferences. Some parents may prioritise features such as all-terrain wheels or adjustable handlebars, while others may look for strollers with ample storage space or compatibility with car seats. By stocking a diverse range of compact fold pushchairs from different brands, retailers can meet the varying needs and preferences of their customers. However, are consumers happy to accept lesser functions when we look at compact folds? “I think this is down to

what the customer has to spend.” Said Gary. “If money is tight they will accept lesser functions and they have plenty to choose from, we currently have 15 on the shop floor.”

There are many retailer benefits to stocking compact folds, with Damon stating “The savvy retailer can gain the compact stroller sale at the initial pre-birth purchase stage, selling in the fact that some carrycots and car seats that are compatible with the main pram, are also compatible with the compact stroller. This offers the consumer future proof purchasing, with the option to initially loan the stroller to family members or child minders, with an easier hand over if the main car seat also fits the compact option as well. For example, if the tourist is given to grandparents for use when the baby goes to visit, then the main user doesn’t need to transport the finiti 2in1 pushchair each time when dropping baby off, as they already have their wheels ready to go allowing fitment of the Ramble carrycot or Joie infant carrier onto both wheeled units with ease.”

Stand alone

At just 5.8kg, Myavo is one of the lightest compact strollers on the market. And its one-hand, one-second fold, is Graco’s first automatic, stand-alone fold, making it perfect for modern families on the go. Myavo is available in five on-trend colours, all with a knitted canopy and quilted seat fabric for a luxurious look and feel.

uksales@allisonbaby.co.uk

www.gracobaby.eu.uk

Compact folds have gained immense popularity among parents in recent years due to their convenience and innovative design.

Graco’s Myavo is a gamechanging stroller which offers the aesthetic of premium brands but at a high street RRP of £130.

Compact solution

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

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

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

Available in 5 Soft fabrics.

Bébécar UK is part of the East Coast Group.

Tel: 01692 408801

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

Welterweight wonder

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

Made for when hands are full and storage is limited, parcel will quickly fold making it perfect for tucking in small spaces or carrying on public transport. The extended usage lets you think long term, giving growing travellers a comfy seat all the way up to 22kg. With 3 ways to roll in one, incorporating carry cot, infant carrier and world facing modes, this is the only stroller you’ll need for the years of adventures ahead.

With 4 recline options, parcel has the perfect position for little one, whether they want to lie flat and sleep, kick back and relax or sit up and take in the sights, you can fine tune the seat to meet their needs.

uksales@joiebaby.com

www.joiebaby.com

Jam packed with features

Red Kite have been thrilled with the response received on the Push Me Koko compact fold strollers.

Available in two colourways currently, Amber and Slate, both models are jam packed with features and accessories that are all supplied as standard.

A modern and stylish lightweight chassis and deep padded seat means the Push Me Koko is great for both parents and so comfortable for baby as well.  Suitable from birth until 22kgs ensures the Push Me Koko can be used for toddlers as well.

Tel: 01454 326 555

sales@redkitebaby.com

Next Generation

Nuna’s mixx next stroller – the ultimate diverse pushchair

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

Designed with longevity in mind – its removable and reversible two-piece seat pad grows with your little one while the quick-release harness converts from five to three points.

The MIXX next is compatible with all Nuna’s infant car seats. Thanks to the ring adapter included, swapping from car seat to bassinet mode is super easy too.

www.nunababy.com

Folds in seconds

An ultra-compact travel buggy comprising luxury from departure to arrival.

Ready from birth, the Coya folds in seconds to a hand luggage compatible size for a more effortless trip. Created for fashionable parents, the Coya is Cybex’s first ultra-compact buggy combining iconic design with first-class functionality.

Foldable within seconds, lightweight and boasting a hand luggage compatible design.

www.cybex-online.com

Carry on approved

The My Babiie MBX5 Ultra Compact Fold has one of the most compact folds seen!

The MBX5 is so compact that it folds up and fits into a handy little backpack and is also carry-on approved which means the days of saying goodbye to the stroller at check in is over!

Weighing in at just under 6kg, it’s hard to believe that the MBX5 is still packed full of features such as an adjustable hood, padded 5 point safety harness and even a roomy storage basket! This truly is the travel stroller of dreams. hello@mybabiie.com | www.mybabiie.com

Strolling with ease

The nitro from Joie is a handy travel mate that keeps mum and mini strolling with ease.

The lightweight chassis and compact umbrella fold make every stroll a breeze – there’s even a convenient carry handle to make this one less load to lug. The soft-grip handles, SoftTouch harness and plush covers make this as comfortable to use as it is to sit in, while the multi-position, flat reclining seat and UPF 40+ sun canopy give tired out travellers a place snooze on those bust adventures.

uksales@joiebaby.com

www.joiebaby.com

The Perfect Stroller for Modern Family Life

The Junior Jones Aylo Stroller is perfect for urban families on-the-go. Featuring a quick, one-hand, compact fold, Aylo is equipped with everything parents need as standard.

Suitable from birth until 4 years, the magnetic back panel makes it easy for parents to adjust the hood height and harness position as their little one grows. Designed with comfort in mind, Aylo has a lay-flay, suitable from birth, 3 position seat recline, ideal for naps out and about.

Along with comfort for baby, the stroller allows parents to experience better manoeuvrability and sharper handling with Tru-Ride2 technology. Providing them with an effortless push experience. sales@cuddleco.co.uk

Easyfold

It’s time to go pro with the new litetrax pro from Joie, a lightweight, easy-fold stroller that is ready to roll on any adventure thanks to the luxe suspension and PunctureProof tyres. Packing up is easy even when your hands are full – one quick tug of strap and the litetrax pro easily folds into a free-standing compact fold that’s perfect for tucking into small spaces or carrying on public transport. Transfer your sleeping baby or adventure with your busy toddler – with carry cot, infant carrier and pushchair modes, you can create a versatile 3in1 travel system that meets your child’s needs from birth to big kid.

uksales@joiebaby.com

www.joiebaby.com

Luisa RollinsSvensson

CONSUMER AND TRADE MARKETING MANAGER - GRACO UK

Do you feel we are seeing innovation with regard chassis styles and quick, one hand fold with regards to this category?

We’re seeing a wealth of innovation in the compact folds category to meet consumer demand for convenience. Our latest compact fold stroller, Myavo, is the perfect example. It’s our first one-hand, one-second fold, which makes it ideal for use on the go, from car, to train, to bus, wherever the day takes you.

With the continuation of the ‘cost-of-living’ crisis, is price a key consideration at present?

Price has always been a consideration for savvy shoppers who demand value for money but never more so than today as budgets are being squeezed further. Graco has always worked hard to offer exceptional value for money, without asking parents to compromise on quality, features or style. Myavo is an example of this, it’s a true high street hero. It’s packed full of features and style but at the very best price of just £130. Are consumers now turning to compact folds that provide a full travel system option solution?

They offer two different solutions, especially for first-time expectants who still very much opt for the full pushchair solution for their newborn, then follows with a more compact solution from 3-6 months onward.

How important is the overall weight of a compact fold?

The overall weight of a compact fold is hugely important. To meet the needs of consumers, a compact fold stroller must be as lightweight as possible, which is why at just 5.8kg, the Graco Myavo is one of the lightest, compact strollers on the market.

You only have to walk around a baby show to see parents folding and holding up strollers to check their weight to see just how important this factor is in their selection process. We know that as well being able to manoeuvre the stroller easily when on the go, Mums are also very mindful of finding a stroller solution that’s lightweight to support their recovery post-birth.

Do you feel that consumers are actively researching these online?

We know that consumers are actively researching online across all categories and compact folds is no exception. We recently ran a survey with Mother & Baby and found that 46% of parents say they are confident with all the information available to purchase online.

Are brand names dominating this category?

Most brands are competing in this category and that’s why we’re seeing the level of innovation we are today. It’s an exciting category to be in, we all have something that can win over consumers.

Do you think we may see further innovation within this category?

Further innovation is guaranteed in this category as the consumer demand for convenience and versatility from a stroller isn’t going away. At Graco we are continuously innovating, so watch this space.

What are the typical benefits retailers can expect by stocking these?

By stocking compact fold strollers, retailers will attract a range of customers who are seeking different styles, at different price points. We know that many families will own multiple compact strollers. Fashion and innovation are key drivers towards purchase so it’s important that retailers are offering a good variety of brands, price points and fashion options to their customers.

Damon Marriott

HEAD OF PRODUCT MANAGEMENT, JOIE

Why have compact folds become so popular?

Compact products generally come in at a lower price point so are ideally placed as a second option or one that will be used less frequently than a main pushchair – either for holidays or to leave at the grandparent’s house. These products are a big hit with those who live in towns and cities as they make travelling through built up, busy areas and on public transport, much easier.

With these being more compact, are consumers prepared to accept lesser functions and features?

The consumer still has an expectation that these products will offer great functionality but to a lesser degree. The main characteristics people are looking for in a compact stroller are low weight and a small footprint and people are willing to accept no extendable handlebar and smaller wheels for example, if it means the product is half the weight and around half the size when folded. That being said, Travel System/Carrycot compatibility and a mechanical recline are still available on the compact Joie Parcel, so consumers may not have to sacrifice as many features as they expect.

Are consumers now turning to compact folds that give also a full travel system option solution?

Whilst many have the travel system options via adaptors and even carrycot fitment like with the Joie Tourist, most consumers still favour the full 2in1 pushchair as the basis for their initial travel system, with compacts offering the perfect travel companion.

How important is the overall weight of a compact fold?

It is a key aspect parents consider when purchasing a pushchair and can be a deciding factor if they can’t choose between two products. In terms of compact pushchairs specifically, parents are willing to sacrifice product features if it means shedding a couple of extra kilograms, it can make all the difference when pushing for hours!

Do you have any information that reflects perhaps a trend for these as a purchase as a second pushchair?

Compact products generally come in at a lower price point so are ideally placed as a second option or one that will be used less frequently than a main pushchair – either for holidays or to leave at the grandparent’s house. These products are a big hit with those who live in towns and cities as they make travelling through built up, busy areas and on public transport, much easier.

Do you feel that consumers are actively researching these online?

There are bound to be those who will impulse buy in this category, but most consumers will still do their research to check the product will fit in the boot of their vehicle, make sure they are lightweight and easy to fold, especially as convenience are a key factory in this category. Reviews are always key here as well as they help give the consumer confidence.

Do you think we may see further innovation within this category?

Since this category is relatively fresh, we should see plenty of innovation over the coming years. Weight is incredibly important and so finding ways to shave off extra grams can tip the scales in a products favour. The design of the fold function can also have a big impact as smaller and more convenient folds provide real-world benefits to parents.

Nursery Today caught up with some of the industry’s finest to find out their thoughts on Compact Folds.

Ladies Day at the Nursery Today Golf Day

Written by: Malcolm Naish

No, I’m not referring to Wimbledon or Ascot, but our very own 23rd Nursery

Today Golf Day, where first-time entrant Cat Dodd of the doddl company won the individual Stableford trophy with 48 points.

The 23rd annual Nursery Today Golf Day was in full ‘swing’ this year, with our first female player participating, who definitely put the chaps in their place by winning the coveted Individual Stableford Trophy.

Cat had told me that she hadn’t played golf for over 15 years – turns up and wins – Fantastic! Could have fooled me!

2nd was Red Kite’s Ben Shaw with 44 points and third was Red Kite’s Nick Tucker with 42 points.

Having all enjoyed a flaming June, it just had to be Sod’s Law that on our golf day – 4th July – the clouds were threatening and very grey and so it was when we all began the morning Texas Scramble that the rain started to fall. Fortunately, not too heavy, but certainly not sun-bathing weather!

Played over nine holes, our Texas Scramble is always a pleasant way of easing everyone into the golf day, particularly those who are not regular golfers.

Winning for the first time was Harrogate’s Nursery fair organiser Adrian Sneyd, who along with his team scored 26.525. The Premier team led by Rolf Hunt came second with 27.43 and third were CuddleCo’s team led by their Managing Director. Marc Kelly on 28.35.

This year I engaged the services of the Puckrup’s Hall pro., to score the cards.

Red Kite’s fourball came in with some amazing scores, carrying all before them, they won the

team-fourball BabyStyle Cup with an amazing 134 points, 2nd was my fourball consisting of Glenn Harrison, Chris Pyatt and Richard Trott with 117 points and third the Harrogate Nursery show’s team led by Adrian Sneyd with 114 points.

The JMDA Yellow Ball Cup was won by Red Kite’s team with an amazing 43 points. Only two teams managed to keep the yellow ball in play for all 18 holes, so a fantastic achievement.

Sadly, my own four-ball was badly let down by myself, managing to smash the ball on the 2nd hole into some pretty horrible stinging nettles, that made us decide to give up on the idea of winning this trophy. Oh, the shame of it all!

We always have a special award for those playing off the higher handicaps – the 24-28 handicap trophy, which this year was won by Alan Thomas from the Harrogate Nursery show four-ball with 37 points.

Marc Kelly won the Longest Drive with a real monster drive on the 5th which is a most tricky hole and requires a really straight drive.

Nearest the Pin in 2 on the 8th hole was won by Nick Tucker and the Nearest the Pin on the 11th was won by the star of the day Cat Dodd, whose drive was just a few inches from the hole.

Having organised a barbeque to host the presentation of trophies on a day when Wimbledon was rained off, meant that we celebrated the day in the Hilton’s ballroom, where a great time was had by all.

CuddleCo’s Marc Kelly hit a monster drive on the 7th to win the Longest Drive competition.

Almost a clean sweep, Red Kite’s Nick Tucker’s fourball won the BabyStyle Trophy, with a whopping 138 points.

Yellow Ball JMDA Trophy winners. Red Kite led by Nick Tucker with an amazing number of points – 43.

The handicap committee will be meeting shortly to adjust a number of handicaps for the 2024 golf day, but all in all, a most enjoyable day’s golf, despite the weather.

For the 2023 golf day, I had decided to use a new trophy company, who would also be inscribing all of the prizes. I didn’t bother to ask for proofs for all of them, so imagine my embarrassment when checking the Texas Scramble prizes, that the teams were actually battling it out for the Texas Scrabble!

You never know, this might catch on!

It really is a most enjoyable day’s golf and one that more companies should support. Afterall, all work and no play, makes Jack or Jill for that matter, a very dull boy and girl!

Next year’s date will be announced shortly.

Malcolm Naish

Harrogate Nursery Fair’s Alan Thomas was the 24-28 winner.

Red Kite’s Nick Tucker had a great day. His Nearest the Pin in 2 on the 8th was just a few inches from the hole.

Morning Texas Scramble winners – The Harrogate Nursery Fair team of Ian Louch, Dave Thompson, Adrian Sneyd and Alan Thomas.

The Star of the Day Cat Dodd of Doddl Co, with 48 points to win the Individual Stableford Trophy.

Robert Anslow Managing Director

Exporting to China

A webinar presented by the Department for Business and Trade in July explained the opportunities available to British companies wishing to export to China and also the complexities of the market.

Sunshine Zhang, senior trade and investment officer, retailer and consumer department for business & trade China, gave participants an overview of the mother and baby market. She explained that business in China is pretty much back to pre-covid levels and demand for mother and baby products has never been greater.

The market size of the maternity and childcare industry in China rose from just over three trillion yuan in 2018 to just under five trillion in 2022 and is expected to exceed five trillion in 2024. The two-child policy has driven growth in the baby products market, whilst the introduction of the three-child policy in 2021 continues this growth. In 2020, 50% of children were first child, whilst 50% were second child. In 2021, 44% of children were first born, 41.5% were the second child and 14.5% were the third child.

SUB HEAD: Parent profile

Sunshine also explained the change in consumer profiles due to

What is selling?

In 2020, 229.2 billion yuan was spent on baby/kids clothing; 193.3 billion on baby/kids food; 100 billion on maternity accessories; 78.6 billion on toys; 50 billion on baby/kids hygiene products; 28.4 billion on toiletries; 25 billion on travel accessories and seven billion on baby furniture and bedding.

Sunshine explained that quality and safety of products is of prime importance to the Chinese parent. They seek a refined approach to raising children and want products that are highly aesthetic. They are keen to try new things and seek efficiency and convenience; and products which are educational and save energy and time. Postpartum recovery and care are important, health products; and parents are keen to follow other mums’ tips.

www.b-p-a.org

Whilst British companies are encouraged to export baby products into China, Sunshine explained that USP is a primary consideration. She explained: “There are so many products manufactured in China, that imported products need to be unique or of substantially better quality for Chinese parents to choose them over and above what is already on offer.” Products keenly sought after include baby/child haircare, baby/ child cosmetics and toiletries; baby food and supplements and prenatal supplements; educational toys and children’s clothing.

It was also noted that once a baby brand is established in China, it is recommended that products should be added to the brand’s range for the entire family, for example bedding and small home appliances which are suitable for older children and parents too.

the three child policy. Most mothers of first children were born in the 1990s; whilst the introduction of the three child policy now sees mothers having second and third children born post 1980. 67% of women giving birth in 2021 were aged 22-30; 30% aged 31-40 and 3% aged below 22.

A portrait of the Chinese parent shows that 95% are working; 62% of parents are post-graduate and 41% have a monthly income of more than 20K.

Protect your IP

One point reiterated by all webinar speakers was the importance of protecting your IP before you attempt to enter the Chinese market. China has a ‘first to file’ policy which means that anyone can claim your brand (including your logo and product design) and market it as their own. Brands have been known to be held to ransom having to pay heavily in order to reclaim their own property so that they can sell legitimately in the country.

Help with exporting

The Department for Business and Trade offers free advice and support for businesses wishing to export. This includes an Export Academy which has online and face-to-face events to learn how to confidently sell to overseas customers; help with creating a business profile to appeal to overseas customers; export finance to help you compete and grow; and help finding and understanding international marketplaces. For more information visit www.great.gov.uk/campaigns/local-export-support

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

Digital marketing

Ryan Molloy of RedFern Digital explained the complexities of digital marketing in China stating that it is not a cheap process and generally requires at least a three year commitment and a budget equating to around £100,000 in order to gain return on investment.

As in the UK, social media platform audiences change continually and currently the most appropriate for mother and baby brands in China include Little Red Book which is a trusted social shopping platform helping younger women to discover and review beauty and health products that can be hard to find in China. Also, Douyin (similar to Tik Tok); WeChat (instant messaging); Weibo (microblogging); Zhihu (an interactive forum); and Kuaishou (a short video platform).

All of these social media platforms have advantages and challenges. For example, LRB targets young people with high purchasing power, but is not strong for sales conversions. Douyin targets young men and women, but is expensive with high production costs; whilst Kuaishou targets young people from lower tier cities and is not recommended for high end brands.

Sustainable feeding solutions

2023 marks a year of intense launch activity for the weaning brand awarded an inaugural King’s Enterprise Award in Innovation for its much-loved Coverall Weaning Bib.

Bibado is set to provide parents with complete mealtime solutions by adding a range of stylish and sustainable bamboo tableware to its product portfolio.

The range encompasses super-suction oval bowls designed to aid scooping and matching suction divider plates. Both bamboo products feature engraved characters from the newly launched bib prints - available to wholesale and distribution networks for AW23 ranging. Existing products, Dippit and Handi Cutlery get a makeover with colour combo updates to mix and match with new Scandi-inspired bib prints.

www.bibado.co.uk

Style and function

My Babiie’s walking pushchairs have had an update with the brand new MB160!

Combining style and functionality, this pushchair can carry toddlers up to 22kg, and is built for adventures! Whether that’s strolling through town or exploring the great outdoors, the MB160’s all round wheel suspension and EVA wheels will have you covered! Not to mention its compact and easy folding system which makes stowing and going that much quicker, meaning more time for summer adventures!

hello@mybabiie.com

www.mybabiie.com

Stop nasty niffs

Vapoorise Makes Nappy Time a Happy Time With New Eco-Friendly Odour Eliminator

Vapoorise has just launched their eco-friendly baby poo odour eliminator created to improve the nappy changing experience for parents and baby. With ingredients that work to neutralise and combat any unpleasant smells, it is allergen-free, IFRA certified and 100% safe to use around babies.

Available in two fragranced scents to imbue the atmosphere for health and well-being:

Baby Blossom: infused with delicate fresh-cut roses, blended with citrus-lemon, jasmine and vanilla to release an energising, clean vibe.

Lavender & Ylang: blended with calming lavender and a touch of the tropics in the Ylang help to create a relaxing nappy changing experience.

To shop, connect and for more information please visit the Vapoorise website.

www.vapoorise.co.uk

Two in one features

Graco launches innovative 2-in-1 baby swing and rocker

Graco has once again strengthened its range with the release of SoftSway, which doubles up as a swing and rocker for the perfect baby relaxation solution.

The 2-in-1 design features patented swing motor technology which has been perfected to provide peace and quiet and a softer smoother sway. What’s more, the swing detaches so it can be used as a portable rocking seat.

When installed on the unit and in swing mode, the SoftSway is multi-directional, allowing baby to enjoy side to side or front to back swinging for even more soothing options and it has a three-position recline for enhanced comfort.

www.gracobaby.eu/uk

Introducing simply silicone

A new line of silicone toys featuring simple designs and a beautiful colour palette taken from one of the best-selling Mary Meyer lines, Putty.  The silicone is a soft, flexible material with no sharp edges, perfect for safe play.  They are made of food safe silicone, perfect for teething little ones.

www.marymeyer.com

Elevate sales

Elevate R129 is a great option if parents are looking for a high-backed booster for growing travellers.

Turning heads

My Babiie’s MB180 Reversible Pushchair is turning heads - quite literally!

The first of its kind at My Babiie, this pushchair seamlessly transitions between parent-facing and world-facing with the push of a button and a turn! Making parent’s lives that much easier! The MB180 also features a deep recline, extendable hood and compact fold for ultimate comfort.

hello@mybabiie.com

www.mybabiie.com

Suitable from 76cm – 150 cm (that’s approximately 15 months to 12 years), it has a well-marked, coloured installation path and dual lock offs making it easy to install with the vehicle’s 3-point seat belt. From 76 cm to 105 cm (about 15 months to 3.5 years) elevate R129 has a soft padded harness to keep little one comfortable and safe, and from 100-150 cm (about 3.5-12 years) they can move to the vehicles seat belt.

uksales@joiebaby.com

www.joiebaby.com