Nursery Today December 2019 by Lema Publishing

DECEMBER 2019 ISSUE 3 VOLUME 23

Crafted with love THE NEW BABYWEAR COLLECTION

Look! My first soother is perfect to start with.

60in% er th n ore m 4x xible* fle

MAM Perfect Start: with an extra small shield and designed to reduce the risk of misaligned teeth Our clinically proven soother was developed in close cooperation with orthodontists and paediatric dentists. Experts agree: the thinner and more flexible the neck of the teat, the less pressure is exerted on babyâ&#x20AC;&#x2122;s teeth and jaw. Based on a long-term study** the MAM Perfect can be recommended by experts to support healthy tooth and jaw development and minimises the risk of misaligned teeth. The extra small shield of the MAM Perfect Start provides newborns with improved comfort.

Premium care for a Perfect smile. *Scientific reports from Wild Hi-Precision institute verify: the MAM Perfectâ&#x20AC;&#x2122;s teat neck is on average 60% thinner; test series by the University Clinic of Dentistry Vienna confirm: it is also on average 4 times more flexible than comparable soothers. (Between: 32% â&#x20AC;&#x201C; 83% thinner / 1.1 â&#x20AC;&#x201C; 19.5 times more flexible than regular silicone soothers). **Y. Wagner, R. Heinrich-Weltzien, â&#x20AC;&#x153;Effect of a thin-neck pacifier on primary dentition: a randomized controlled trialâ&#x20AC;?, Orthodontics & Craniofacial Research, Volume 19, Issue 3, pages 127â&#x20AC;&#x201C;136, August 2016

Discover our wide range of MAM products:

0-2+

12+

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3 min

Perfect Start

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Perfect Night

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contents the team Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Contributors

Re g ul a r s 6

12 28 29

DECEMBER 2019 ISSUE 3 VOLUME 23

61 News 62 file Retailer Pro p Talking Sho apshot Supplier Sn

cts New Produ The Baby Products n Associatio

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk

Chairman

Vendlab

Trevor Ginn gives his views and advice on the pros and cons for retailers looking to utilise this ecommerce platform.

Barking Mad

This month John Barker looks back over November and how nursery independent retailers are in a position to shine.

Parents Insights

Jenny Kieres runs us through the behaviour patterns of new parents.

Ross Hewitt

Ross focusses on the retail landscape, whatâ&#x20AC;&#x2122;s changed over the last 12 months?

Intelligent Retail

David Fairhurst gives advice on how to switch across to eReceipts.

Cover Story

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

p16

Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd

Silver Cross

Silver Cross announced its expansion into babywear in 2019, with its ďŹ rst ever clothing collection for babies and toddlers. We take a closer look.

Features

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

Car Seats & Accessories

www.nursery-today.co.uk

p34

Pacifiers & Soothers

Mother&Baby Awards

p46

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editor’s letter www.nursery-today.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

irstly, as this is our December issue, can I take this opportunity to wish you all a very Merry Christmas! As usual, I’m not ready, having done zero shopping, so again I will be the person who races around like a mad woman frantically sourcing gifts, racing home, wrapping and hoping it all just ‘comes together’! December is the month where the annual Pantone Colour of the Year is announced for the coming 12 months, and for 2020 Pantone 19-4052 Classic Blue is the way forward. This colour is stated as representing calm, confidence and connection, with blue hue highlights instilling calm, confidence, and connection. Pantone state that this enduring blue hue highlights our desire for a dependable and stable foundation on which to build as we cross the threshold into a new era. Could this colour have been any better chosen, a very apt choice at present. The previous 12 months certainly didn’t provide a dependable or stable retail landscape for many, so here’s hoping this colour brings inspiration and perhaps a little less of a ‘grey’ environment in store as the nursery industry is definitely a follower of fashion let’s go for blue hues in 2020. Moving on to this issue, we cover a number of topics, including Car Seats (page 16) and Pacifiers & Soothers (page 34). The car seat sector continues to move forward and 2019 was most definitely the year of innovation and new product

The winners are Bringing you the winners of the M&B Awards - page 46

Looking for car seats? Turn to page 16.

launches. For example, Maxi-Cosi Coral arrived with a bang, which also secured a coveted Innovation Award. We were also introduced to their from birth i-Size 360 spin car seat Mica. We have experienced a new collaboration between the RAC and Cosatto launching their Come and Go i-Rotate i-Size car seat, BeSafe introduced us to their new rotation seats, Joie brought to our attention Spin Safe, which has been Swedish Plus Test certified and also their new i-Venture and I-Quest modular systems. Diono brought to everyone’s attention the latest addition to their family, the Monterey 5 i-Size Fix Safe and Nuna introduced us all to their lie flat infant carrier. Graco came back to the fore also this year with their first ever Group 0+1/2/3 car seats and Cybex have launched their enhanced Group 2/3 seats Solution Z i-Fix and Solution S i-Fix. This is just a small reflection of SKUs in this category that offer a level of newness that have been introduced this year (apologies for all those I’ve omitted here - there are just too many to mention!). Can I also draw attention to our cover heroes this month - Silver Cross. This year they have introduced their new babywear range, and what a stunning range it is too! Turn to page 10 to find out more. This month we also cover the Mother&Baby Awards. The industry came together at the end of November where the winners of these coveted awards were announced. A huge congratulations to all the winners who achieved bronze, silver and of course the much longed for gold accolade. We bring you a round-up of all the winners starting on page 46 together with products that you will find of interest that will soon proudly be displaying the M&B awards logo on their packaging and on their websites - a fantastic coup as this is one that is recognised by the consumer, therefore gaining further brand trust by parents. Talking of new introductions, we have a new contributor - Trevor Ginn. Trevor is already known to many of you as an

independent retailer and has now launched VenLab, a consultancy company aimed at helping retailers boost their sales through online marketplaces. This month he takes a look at Amazon and the selling opportunities this provides. You can find his column on page 8 of this issue. At the time of penning this, we are now days away from us all (I would like to think that everyone will vote) walking into our Polling Stations to mark our ‘crosses’ in our chosen boxes. I’m not going to talk politics here, but let’s hope for a brighter horizon for us all in 2020 and an end to the Brexit fiasco that continues to make us all feel extremely unsettled. On a final note, the NSG launched their independent retailers Christmas display competition, and you can find a selection of the entries by turning to page 42. Well done to everyone who entered. I love the fact that we have a corner of this issue full of festive cheer. Wishing everyone a very happy Christmas and prosperous New Year.

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news

Sponsored by

Selling on Amazon As well as being a baby and nursery retailer Hello Baby’s Trevor Ginn runs the Amazon/ Online marketplace consultancy Vendlab. Here Trevor gives his views and advice on the pros and cons for retailers looking to utilise this ecommerce platform. Amazon is the largest ecommerce platform in North American and Europe and requires little introduction. However, many retailers and manufacturers do not take full advantage of its massive sales potential. This article takes a quick look at the options for selling on Amazon and also the its pros and cons as a sales channel.

Selling Accounts Options

There are two diﬀerent ways to sell through Amazon. Which you should choose depends what kind of business you are:

Vendor Central

If you are a manufacturer you can choose to sell stock directly to Amazon and they will do the rest. Amazon does all the work, but you will lose control of pricing. The relationship with Amazon is managed through a system called Vendor Central.

Seller Central

If you are a retailer (or a manufacturer wishing to sell directly to customers) Seller Central is where you will create and manage listings, manage orders and communicate with customers.

Pros of selling on Amazon

• Easy. Amazon is a catalogue-based system so to get selling you normally simply need to add your offer to an existing listing. If a listing does not exist it can be easily created • Reach Amazon’s millions of customers. Just about everyone is an Amazon customer… • Reach Prime customers through FBA and SFP. The Amazon Prime service has been phenomenally successful and sellers can how access these customers by enrolling in the Fulfilment by Amazon (FBA) and Seller Fulfilled Prime (SFP) programs. • Managed fulfilment. The FBA programme is a very cost-effective warehousing solution where Amazon stores and delivers order on behalf of retailers. This is available both in the UK and internationally. • International sales. Amazon has sites in more than 10 countries which provide an easy way to reach customers outside the UK. • Business Customers. Amazon has recently launched an offering specifically for business customers taking care of VAT invoicing and bulk discounts. • Amazon Advertising. Amazon has its own internal adverting programme where sellers can bid on keywords to drive traffic to listings and increase sales.

And the cons…

• They are Amazon’s customers not yours. Amazon does not allow sellers to market directly to customers. Attempting to market to customers can get your account closed down. • Costs. A professional Amazon account is £30/month and sales commission is 15% of the gross amount including any shipping. Amazon advertising is charged on top of this. • Loss of control. Amazon puts the customer first and will almost always side with the customer in any dispute. • Competitive. Prices are fiercely competitive and margins can be lower than through other channels. To find out more on how Trevor and his team can assist brands and retailers launch and manage their presence on international marketplaces including eBay and Amazon as well as leading regional marketplaces visit: www.vendlab.com 8

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Tiny Love reveals parenting thoughts

A nationwide study, commissioned by developmental baby toy brand Tiny Love, has revealed that when it comes to milestones such as ﬁrst smiles, sitting and crawling, parents are feeling the pressure more than ever. Forty-three per cent were so concerned that their baby wasn’t advancing, that they lied to friends and family about them hitting milestones when they hadn’t. The brand undertook a survey of parents with children up to three years old across the UK. According to the findings, both mums and dads are feeling the strain of expectation for their baby to be hitting milestones at the right time, or even in advance. Despite a logical consensus that they should not compare, seven out of ten parents said they felt anxious when other babies hit milestones before their own child, while nearly two thirds (sixty-four per cent) said they knew of a ‘baby bragger’ within their circle of friends who made them panic. Noting changes to parenting in the digital era, three-quarters believe this generation is far more anxious than previous ones. Forty-one per cent put this down to the false expectations generated by social media, while sixty-seven per cent blamed the internet and the ability to be able to google the slightest concern. For more information on Tiny Love, please visit www.tinylove.com/uk_en

NSG calls out to suppliers With the demise of Mothercare in the UK, independent retailer Ian Davidson (Babylicious) through the NSG Facebook page has asked suppliers and manufacturers of infant products to show a hand of support by ensuring they are listed on websites as stockists. As the backbone of our industry, independent retailers are true heroes who give invaluable advice and demonstration of product to consumers. By giving a clear and concise list of stockists, Ian feels this would greatly assist independent retailers, while also demonstrating support from brands. “As independents we are a knowledgeable resource for all parents or parents-to-be,” stated Ian. “By being clearly listed as a stockist on a brands website would give us all a level of kudos and in turn consumer confidence when visiting or making a purchase directly through us.” The NSG is a support group for nursery bricks and mortar independent retailers. This group is open to all who operate in the nursery industry. If you would like to join in the conversation, visit the NSG’s Facebook page: Nursery Trade or contact the NSG admin team via email: nsg_indies@hotmail.com

Looking forward to Harrogate away and

With the countdown to Christmas just weeks 2019 almost coming to a close; it’s time to look forward to a fresh year with new opportunities and Harrogate International Nursery Fair is a great place to start. However, don’t leave it too late, as the show conﬁrms that exhibition space is now over 75% full. The UK’s only baby trade show takes place from 29th to 31st March 2020 and is the ﬁrst port of call for retailers and buyers seeking innovative new ranges from the baby products industry. Next year sees the return of many favourite brands including BabyStyle; Bebecar; Allison Baby, Joie, Nuna and Graco; Hauck; Cuddleco; Uppababy; O’Baby; Silver Cross; Diono and just signed up ‘Vennici’ to name just a few! To discuss availability call Adrian Sneyd on 01902 880906 or email: adrian@nurseryfair.com full information on the website at www.nurseryfair.com

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cover story Silver Cross

My first wardrobe Silver Cross announced its expansion into babywear in 2019, with its first ever clothing collection for babies and toddlers.

eveloped in Silver Cross’ Yorkshire headquarters, the range encapsulates the brand’s beautifully crafted and design-led aesthetic, making the perfect addition to any new arrival’s ﬁrst wardrobe. Each piece in this timeless capsule collection stays true to the brand’s unique heritage, showcasing the high level of quality craftsmanship Silver Cross is known for. Wardrobe essentials include the quilted pramsuits - perfect for keeping little ones warm this winter. Each one has the cosiest ﬂeece lining and fur hood trim, plus removable mitts and bootees.

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Cosy knitwear pieces are another stylish winter warmer. The collection includes the cutest knitted outfits and rompers, with hats and bootees to protect little ears and feet from the chill. Must-have pieces include the super soft cable knit romper, plus the textured cardigan and leggings set complete with Silver Crossâ&#x20AC;&#x2122; signature branded buttons. Adorable all-in-ones are crafted from the softest brushed cotton, with built-in scratch mitts for the ultimate in cosy comfort. Super cute dresses and two and three-piece outfits are also included in the collection, each one featuring the most exquisite attention to detail. Key pieces include the ditsy floral print or jacquard dress, both with traditional smocking and a delicate lace hem. Thereâ&#x20AC;&#x2122;s also the cutest bloomer dungarees and bodysuit set, beautifully finished with a subtle embroidered design, while the floral print blouse and knitted leggings set is another wardrobe essential. Versatile outfits, like the smart polo shirt paired with tailored trousers and braces, plus the threepiece cardigan, shirt and shorts set, will become a go-to choice for any occasion.

Babywear gift sets are also available, each beautifully presented in a keepsake box making them the perfect present for new parents.

The Silver Cross babywear collection is available now at silvercrossbaby.com

nursery today 11

retail

LISTER’S BABY SHOP

Family values This issue Penny Franks chats with Terri Hall, Manager of Lister’s Baby Shop to find out more about this family owned independent store. JD Lister has been servicing the furnishing industry for more than 140 years, when did Listers Baby Shop ﬁrst open?

Lister’s Furnishers has been open for 150 years and are about to celebrate their 150th anniversary making it one of the oldest family store businesses in the country. Lister’s Furnishers, which ﬁrst started trading in Workington, opened up in 1870 and sold prams and baby goods within the furniture store (back in the day).

Why was Carlisle chosen as the location for the store?

Lister’s have a long history in West Cumbria and decided to expand into Carlisle after the closure of Mothercare’s in town store. We’ve had lovely feedback about our warm, professional service and people have told us they are pleased to have somewhere to go in Carlisle.

Do you have any multiples that operate in your area suppling nursery products?

The nearest to us would have been Mothercare in Newcastle, we do however have a Mamas and Papas located in Carlisle.

Getting people into the store and knowing we are here. As a destination store customers tend to not know we are here until they are looking for a pram. Social media has played a big part in this. We have always had a Facebook presence and this year we opened an Instagram account as we feel more millennials are using it. It can be very time consuming but it is very important to keep up the momentum.

Do you feel that consumers buying habits in nursery have altered over the years?

“ We are very well

known for our car seat expertise. We have customers coming from far and wide for our knowledge . We take the time to get the right car seat for the child. We try them in their vehicles and would never sell a car seat for profit if the child wasn’t ready for the seat. ”

Would you say that you a destination nursery store and if so, how have you achieved this?

Deﬁnitely, customers want to come in and get everything they need there and then! They take advantage of payment plans and in-store discounts. This is where the bundle deals come in handy as they can see what they get and what budget they will need.

What would you say has been your biggest achievement since opening?

With Mothercare closing in the UK do you envisage this to have any particular impact on your business?

We are deﬁnitely a destination store. We are about a mile from the town centre and have a modern light and airy store with free parking.

Our Carlisle store opened in 2015. We extended our building to double the size of the store in 2018, this was a huge achievement. This enabled us to expand our range of prams, car seats, strollers, baby essentials, toys and furniture. We are forever growing. 12

Also, what has been your biggest challenge?

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I am hoping this will have a positive impact on our business. We are the biggest baby store in a huge area and oﬀer everything that Mothercare did with excellent customer service and aftercare. I do believe with the closure customers will be turning more to independent businesses as we are

From left - Sophie Dargue, Marie Skinner, Terri Hall

knowledgeable and customer focussed.

How important are brand names to your business?

Lister’s have been around a long time and we are highly trustworthy and reputable. We are known for having the best brands. These brands are what consumers will see on social media with us being highlighted as a stockist of these brands, which is very important.

As we work in a very emotive sector, how do you manage your customer service?

Customer service is key, we strive in excellence. There is nothing we won’t do for our customers. I have been in the nursery industry for 22 years and working with new parents you have to be a midwife, health visitor and you also have to be able to pass on your own knowledge as a parent to help customers

choose the correct products. This is why our customers choose to buy from us. All our members of staﬀ have on going customer service training and have an excellent background (from previous jobs) when it comes to keeping up our high level of customer service.

What focus do you place on ensuring your staﬀ are fully trained and knowledgeable with regard to products you sell?

We often get reps to come in and give us training or refresher training on products. Product knowledge is a must. All staﬀ have ongoing training in store, whether it be playing with the prams, accessories they may need to add on, promotions or discounts. We also sell and ﬁt a lot of car seats, this area is something we constantly train on.

Do you feel your suppliers give you suﬃcient support with regard to this?

To be fair most do. I can positively say that If there is an area I feel we need help with I can pick up the phone or email and ask for some help.

Do you feel that new parents research products online prior to visiting you?

This is also where the consumer buying habits have changed. We do have a lot of new parents that come in with a list of things they have seen online and want to see in the ﬂesh. Our excellent customer service is where we are able to get them to buy from us and not online.

Is there a particular product category where you feel you are known for your expertise?

We are very well known for our car seat expertise. We have customers coming from far and wide for our knowledge. We take the time to get the right car seat for the child. We try them in their vehicles and would never sell a car seat

for proﬁt if the child wasn’t ready for the seat.

Do you have a hero product at the moment that your customers absolutely love?

It would have to be the Oyster3, customers absolutely love the product and the option of a bundle or buying the pieces separate seems to attract them. Also the ease of use and the fold with the seat on. Also Roma is ﬂying, on price point, an aﬀordable luxury.

How do you keep abreast of consumer trends? Is there any notable trends that you are experiencing at present? We feel our customers are either wanting high end brands or something a bit more aﬀordable. Not so much the inbetween prices.

Are your customers looking to you for a price match policy? What are your views on this? Our policy is not to price match but there is always something we can do to stay competitive. We don’t advertise price matching. I think this was the problem with the nationals, coming from a Mothercare background for 16 years, I saw the changes over the years and from experience Mothercare were quite literally giving things away.

What product category do you feel has seen the highest level of innovation over the course of the last 12 months? Maxi Cosi car seats without a doubt. They have some exciting products coming soon.

Finally, are there any exciting plans on the horizon that you would like to share with us?

Lister’s have never sold babies clothes. I have started with a small section as pick up lines and this has gone very well. Fingers crossed we will be able to expand the range over the next 12 months. nursery today

advertorial QUINNY

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focus CARSEATS Image courtesy of Maxi-Cosi

Safety first Which car seat to buy is one of the most important decisions for parents, particularly those making the purchase for the first time. Are we seeing a level of confusion when it comes to requirements and which seat to purchase? Here we take a look.

ar seats for children are a must have product here in the UK by law. However, how aware are consumers at present with regard to what is required? With the internet pretty much at everyone‚Äôs finger tips our FanFinders mini survey this month illustrates that more than 85% of those surveyed researched this category online prior to purchase. Whether you are a long standing, established brand, a new entrant to the UK market or a retailer on the front line of consumer expectations, a car seat is a legal requirement for children up to 12 years of age (or below 135cm in height). Subsequently this is a heavily promoted category, which isn’t such a bad thing. A car seat is also one of the most essential purchases but it involves not just a choice made on style, comfort and price but also one made taking child safety into account, so the correct selection is an important one along with its fitting. The range of products across these sectors is broad with big name manufacturers and prestige brands dominating. However, does this mean that consumers are less confused as to their requirements through the varying stages? We asked Damon Marriott, Joie’s UK Head of Product Development, for his thoughts. “From a parent’s perspective car seats are one of the most difficult areas to understand. There’s a lot to take in especially since R129 was introduced. Many have a basic understanding from researching online, however when it comes to more in depth details such as benefits of certain types of seats, I don’t think it’s fully grasped.” Dorel’s Marketing Manager, Debbie Wakefield feels that sometimes this category can be overwhelming for consumers. “There are so many options in the market for parents and parents-to-be that it is overwhelming,” said Debbie. “They need to understand the regulations, and these can be confusing, so it takes a lot of research and advice before parents feel confident to make a purchase.

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“Ultimately, it’s our job to ensure that they understand what regulations are in place, what i-Size is and exactly what they need. By the time parents finally buy their car seat, there are so many questions that no wonder people get confused!” With so much information available, how are brands managing their online activity? Does Social Media play a vital role in getting the message out there? Silver Cross for example launched their Car Safety App, which at the time of launch was an industry first. “We use all the typical channels of web, social media and an extremely knowledgeable customer service team,” Hamish McPhillips told Nursery Today. “This is further supported by our unique Silver Cross Car Safety App, an industry first in offering all of the information needed to the customer on their phone. These days we don’t go anywhere without our phone, so to have all the information needed easily accessible is key. Our customers can have fitting video guides, vehicle check lists and full instruction manuals available in their pocket, at all times!” Brands have reacted positively to driving home the message of safety and ensuring they provide information which is easily accessible and, more importantly, giving clear and concise information. “There is so much information out there that it can get really confusing for parents-to-be,” comments Debbie. “This is why we’ve designed the Maxi-Cosi website as a go-to hub for parents who are researching car seats. Loaded with information, we aim to translate the jargon to ensure they are equipped for their purchasing decisions. Complete with honest and open articles on subjects most discussed by parents when it comes to road safety, it’s like a one-stop shop!” One thing that is very apparent is that the retail landscape is altering in this sector. A recent article in Which? refers to the demise of Mothercare in the UK with the headline stating: “Baby retailers disappear from the British high street: where can

The survey says…

Nursery market specialists FanFinders surveyed 1000 consumers via their online platform Your baby Club focussing on the car seat sector. Here’s the results. Did you understand what you would require as a first stage car seat?

Yes: 875 (87.5%) No: 125 (12.5%)

Do you understand i-Size and buy an i-Size seat?

Yes: 661 (66.1%) No: 339 (33.9%) Did you have your car seat professionally fitted into your vehicle?

Yes: 434 (43.4%) No: 566 (56.6%)

Did you buy your car seat in a shop or online?

Shop: 597 (59.7%) Online: 403 (40.3%)

Did you receive a demonstration on how to correctly use your car seat?

Yes: 656 (65.6%) No: 344 (34.4%)

Did you research car seats prior to purchase?

Yes: 875 (87.5%) No: 125 (12.5%)

Did you look at ‘lie flat’ car seats?

Yes: 319 (31.9%) No: 681 (68.1%)

Did you look at car seats that would take your child through the various stages?

Yes: 848 (84.8%) No: 152 (15.2%)

Would you be interested in infant car seats that had additional technology features?

Yes: 768 (76.8%) No: 232 (23.2%)

Was the cost of this one part of your decision?

Yes: 750 (75%) No: 250 (25%)

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

A TEST SO TOUGH MOST ’ SEATS DON T PASS Joie’s all new spin safe™ passes the Swedish Plus Test, spins to you 90° and rides rearward only, all the way up to 18 kg and approx. 4 years.

Plus test proven with Swedish VTI certification that uses extreme measures to ensure children are not exposed to life-threatening neck forces in a frontal collision.

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Share the joy at joiebaby.com For more information and all sales enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

focus CARSEATS parents shop now?” Within this they refer to John Lewis, Halfords, Mamas & Papas and Smyths Toys offering a car seat fitting service. Of course we know that John Lewis are mainly located on either busy high street locations or inside shopping centres, which surely makes offering a personal car seat fitting service nearly impossible? The article carries on to state that “some independent retailers also offer a child seat fitting service” - is this a correct statement? Surely independent retailers who offer car seats within their stores offer a fitting service? This is now, more than ever, a sector where good independent retailers can really show their strengths when it comes to product knowledge, demonstration and customer service. A point of interest also comes from our mini survey. Of those surveyed just under 60 per cent had their car seats professionally fitted, with less than 35 per cent receiving a demonstration of how to correctly use their chosen seat (one interesting point of note is that similar results were also reflected in a recent Which? survey which asked similar questions). With these survey results in mind, we asked Joie’s Damon if he feels that safety is a priority by parents compared to price with regard to making a car seat purchase? “Safety is the number one priority for parents when it comes to car seats,” comments Damon. “They are willing to spend extra money if it means keeping their child as well protected as possible. In other categories there can be a focus on the look and feel of products, which is understandable, however this is almost always secondary with car seats.” The car seat category is a sector that continues to evolve and introduce new innovation, with perhaps Group 0+ and Group 1 having been the largest groups to experience this. Maxi-Cosi, for example, is one brand who have invested heavily into this

Image courtesy of Maxi-Cosi

category. “In an age where convenience is king, it’s important to be moving forward and offer options that makes lives easier. For us this starts from Group 0 - which has seen the biggest innovation in the past 12 months for Maxi-Cosi,” commented Debbie. “The launch of the award-winning Maxi-Cosi Jade, the first R129 approved car cot in April has been a milestone for the brand. Consumer’s positive reactions highlight our drive to offer the ultimate safety and convenience for parents and parents-to-be. It is also compatible with the Maxi-Cosi Adorra, Nova and the Lila family, giving the option to use at a part of a travel system. The travel system is now more popular than ever. Parents want a product which takes them from car to pushchair with ease and our range of newborn car seats allows this.”

Safe to spin Joie’s new car seat Spin Safe, is one of a select number to be Swedish Plus Test certified – this crash test is the toughest in the world combining high travel speeds with rapid deceleration, to create the greatest g-forces of any car seat test. This rearward only, 90-degree rotational car seat is loaded with safety technology – the multi position headrest with Top Shield provides extra head protection by keeping passengers securely in place, whilst the extra reinforced steel strengthens the car seat throughout, adding additional security for the head, body and hips. The side impact Guard Surround Safety panels and adjustable support leg also help slow and absorb the force of impact in the event of a crash. Spin Safe exceeds the highest safety standards, protecting little ones from birth up to 18kg (approx. 4 years). With the integrated ISOFIX base it offers 5 different recline positions and at just 13kg, it is one of the lightest Swedish Plus Test certified seats available. Tel: 01889 808 900 Email: uksales@joiebaby.com

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Th e ca r se at ca te go ry “ is a sector

t h at cont inues to ev olve an d intro duce n ew in n ovat ion , w it h p er h ap s G roup G roup 1 h avin g b een 0 + an d th group s to exp erien ce e la rg est t h is .

”

The good news for us as an industry is that we have The Baby Products Association, who work tirelessly behind the scenes within this product category and are always on hand to help. If you need any information or clarity on safety standards, etc, you can call them on 0845 456 9570 or drop them an email at info@b-p-a.org

focus CARSEATS

Take it to the max

The Maxi-Cosi Kore Pro i-Size is the first i-Size Group 2/3 car seat from MaxiCosi.

Kore Pro i-Size from Maxi-Cosi is designed for children between 100 and 150cm in height (an approximate age range of 3.5-12 years) and has an adjustable headrest and backrest which enables it to grow as they do. A key feature of this car seat is the innovative ClickAssist light to help them to buckle their seatbelt on their own, even in the dark. The light illuminates the buckle-up area to make fastening their seatbelt easier in all situations, at any time of day. Maxi-Cosi Kore Pro i-Size also contains the brand’s Side Protection System Plus (SPS Plus). This consists of glass ﬁbre in the side wings combined with energy absorbing material to give parents the peace of mind that their child is protected on their travels.

New for 2020 Seat 4 Fix is the new all-in-one car seat from Chicco for 2020.

Designed from baby’s very first day up until 10 years, the Group 0+/1/2/3 car seat is Chicco’s most versatile solution yet. In the Group 0+ position, the 360º swivel system allows parents to rotate the car seat 90º so that it is facing them, making getting little one in and out of the car easier than ever. The rearward facing position can be used for newborns up until baby is 18kg or 4 years. The Group 1 forward facing position is toddler’s best travel buddy and is suitable from 9kg to 18kg. For children from 15kg to 36kg, the forward facing Group 2/3 solution allows them to see more of the world. Thanks to the adjustable headrest and comfortable reclining system, parents can find the perfect position for their little one. In this configuration, the five-point safety harness can be removed and the Seat 4 Fix can be used with the car’s three-point seatbelt. Web: www.chicco.co.uk

Tel: 0208 2360707 Web: www.maxi-cosi.co.uk

Meet the new Cybex Group 2/3 i-Fix car seats

Cybex has enhanced the safety features of its Gold . and Platinum Group 2/3 car seats These Group 2/3 car seats are certiﬁed

Introducing the Solution Z i-Fix and Solution S i-Fix. procedures for to the latest UN R129/03 safety standards, incorporating enhanced testing n regulatio safety recent most the is standard safety R129 The s. side-impact collision simplify to aims standard controlling the manufacture of children’s car seats. This safety installation and provide enhanced testing for side-impact protection. head from Both car seats feature a patented reclining headrest that prevents the child’s zone at all times. safety the in is head their ensuring , sleeping are they when forward tipping This is particularly important in the event of a side-impact collision. child’s changing needs Suitable from approx. 3 to 12 years, these versatile car seats adapt to the usability, featuring smart as they grow. The 12-position height adjustable headrest allows for long-term one-hand operation, making it quick and easy to adjust. has been improved to offer The Linear Side-impact Protection Plus (L.S.P.) System on both car seats 25% when combined enhanced protection, reducing the impact of a side-impact collision by approx. with the energy-absorbing shell. installation, a reclining In addition, both the Solution Z i-Fix and Solution S i-Fix feature ISOFIX deep seat cushion and de extra-wi an as well as seats, back erent diff to tted fi backrest that can be for parents use of ease with an air ventilation system for added comfort for little ones and Web: www.cybex-online.com

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FORWARD THINKING FOR REAR FACING SAFETY The new iZi Twist and iZi Turn product line featuring the Universal Level Technology™: a one-of-a-kind installation method that allows for an optimal sitting angle in any car.

New!

τ ˚

IZI TWIST B I-SIZE Visionary side-to-side rotation from birth Height: 40 - 105 cm Age: 0 - approx. 4 yrs Direction: Rear facing Approved: UN R129 (i-Size)

IZI TWIST I-SIZE Visionary side-to-side rotation for toddlers Height: 61 - 105 cm Age: approx. 6 mths - 4 yrs Direction: Rear facing Approved: UN R129 (i-Size)

IZI TURN I-SIZE Flexible 360° rotation for toddlers Height: rf: 61 - 105 cm, ff: 88 - 105 cm Age: approx. 6 mths - 4 yrs Direction: Rear or forward facing Approved: UN R129 (i-Size)

focus CARSEATS

For every stage

Test winning seats Avova’s managing director Manfred with his grandaughter

AVOVA – innovative child safety made in Germany.

It all started in Ulm, Germany, in the 1980s when Manfred, co-founder of AVOVA, began by designing and making his very first car seat for his first customers and car seat testers: his own son and daughter. Since that time, he has developed and built many generations of best in class, test-winning car seats. First as a designer and later, as the business grew, in charge of manufacturing and logistics. More than 30 years after that very first car seat, Manfred took the decision to start a new company using the experience gathered over all those years and his knowledge of what works and what does not and AVOVA was born. He is driven by a single desire: to create the ultimate car seat that is 100% functional, practical but above all, safe. Simply put, to do the one job car seats are intended to do - to protect children in cars in the best possible way. Manfred co-founded AVOVA with a trusted and experienced team of child safety experts who all share this single vision. His first very demanding AVOVA customer was his little grandaughter and he is back manufacturing where it all began - in Ulm, Germany. AVOVA invite you to join them on their journey and become part of the AVOVA family. Email: rachelle@rhsm-group.com Web: www.avova-childcare.com

When it comes to car seats that are designed to grow with your child, Joie’s Every Stage car seat has it covered!

This addition to the Joie family is designed to make growing up easy from birth to 12 years with four seats in one that adjust, adapt and protect through groups 0+, 1, 2 and 3. It begins as a rearward facing seat from birth to 18kg, to a 9-18kg ISOFIX installed forward facing seat, then converting to a belted booster from 15-36kg. A reinforced steel frame ensures unrivalled protection on the most intrepid of expeditions, absorbing energy around the car seat in the event of a collision. The Guard Surround Safety panels also provide extra side protection for the head, body, and hips. Every Stage features a one-hand multi-height headrest with auto adjust side wings that widen as the headrest is raised, and the harness system adjusts simultaneously with no re-threading required. The removable infant support insert can be customised to ensure the ultimate ﬁt and safety at every stage of growth. This seat oﬀers 6 recline positions and custom hideaway compartments to store the harness away when using in group 2/3 modes. Tel: 01889 808 900 Email: uksales@joiebaby.com

Safely seated Preventing seat belt danger to unborn babies with Clippasafe

For pregnant women, seat belts positioned over the abdomen are not only uncomfortable, but also pose a significant risk to a foetus in the event of an abrupt stop. The pressure of the seat belt can cause significant harm and even be life threatening to the unborn infant, as it is absorbed through the abdomen and womb instead of the hips. The Bump Belt from Clippasafe is a simple yet effective way to protect unborn babies from the danger posed by a seatbelt in the event of a vehicle collision. It is designed to reduce the movement of seat belts over the abdomen, avoiding the need for constant re-positioning - keeping both mum and baby safe. Suitable for use from two months pregnant and up to birth, the Bump Belt is used with a regular seat belt to help keep the strap in the safest place. The Bump Belt has an RRP of £24.99 and is part of the extensive auto range from Clippasafe Web: www.clippasafe.co.uk

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CHILD SAFETY MADE IN GERMANY

We live safety. Without compromise.

travel wit h a smi le.

Approved to the latest EU Safety

Standard

i-size R129 EU

AVOVA GmbH

•

Blaubeurer Strasse 71

•

89077 Ulm

•

Germany

•

info@avova-childcare.com

www.avova-childcare.com

advertorial VENICCI

Venicci revolutionising the positioning of a child’s body in a car seat Ultralite Venicci stands for the highest safety class and also for uniquely lightweight design in 0 – 13 kg safety seat category.

he EPP (Foamed Polypropylene) is an innovative composite material that makes the shell very lightweight which also absorbs a substantial part of energy during collisions, providing perfect protection for the child.

What is EPP and how does it stand out from other materials?

EPP resembles a polystyrene structure, but unlike it, it is not so stiff and fragile. EPP, unlike styrofoam, is very durable. It is characterised by good resistance to various physical and mechanical factors. One of the biggest advantages of EPP is that it is light and solid. It is capable of carrying large loads, absorbs energy and is stable with repeated impacts, while it does not deform. Due to its plasticity and insulating properties, EPP is widely used in the automotive industry. EPP is an ecological and versatile material. This material exhibits kinetic energy absorbing properties, thanks to the car seat headrests. EPP is also characterised by chemical neutrality, which is the most important of the automotive and industrial industries. This robust material is gaining popularity due to its properties and it can successfully replace the materials from which products are made in virtually every industry. In addition, the fact that it is 100% recyclable and can be used several times dictates it can be stated that it remains the future in both the automotive and textile industries. Venicci care about the safety of the youngest of passengers, so chose EPP as a material that is the best in their opinion and for them EPP is the future in which they want to be the leader in terms of ensuring safety. Ultralite is equipped with the unique pad, designed in co-operation with physiology and child development experts, providing a safe and comfortable positioning of the child in the safety seat. Application of this innovative technology vastly increases the safety of the child and it enhances correct physiology of a child’s body. Furthermore, the efficiency of child protection using an Ultralite safety seat has been confirmed by means of tests performed in many European research laboratories. They have proven that Ultralite largely exceeds the requirements of i-Size standard. 24

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An innovative pad used in the Ultralite Safety Seat

There is an innovative pad used in Ultralite safety seat. This not only improves the comfort of breathing for the child but also limits the reflux into the oesophagus, ensuring passive safety of the child during travelling. It is important to maintain the correct angle of a child’s body alignment in the seat for the reasons of safe respiration (which could also be disturbed by reflux), travelling comfort and securing the healthy development of a child’s body posture. It is not a secret that the universality of children’s products is very important for every parent. The IQ base has a completely different design and construction from most of the bases for car seats available on the market. It is the solution with one, special holding socket, that allows direct connection of their car seats with the cars Isofix system. This means that the IQ base can be used both for the Ultralite and after that for the Aerofix, which will last until a child reaches 105 cm of height, representing an age of around four years old. However, the most important thing about the solutions used in the product is safety and ergonomics. The solution applied in the IQ base, thanks to the inside harness system routing being connected directly to the base, guarantees higher safety level for the small passenger. In summary - the generated energy is much easier returned back to the car structure and allows it to be suppressed. Moreover, thanks to audible and visual signalling, Venicci can limit misuse of wrong attachment of the car seat on the IQ base. IQ base with ISOFIX is reliable. Their IQ base (RRP£160) was developed for Ultralite (RRP £129) and AeroFIX (RRP £179). The Ultralite car seat has been tested and is compatible with many different models including: Silver Cross - Wayfarer and Pioneer, iCandy - Peach, BabyStyle - Oyster 3 and Egg, Bugaboo - Donkey, Mamas and Papas - Ocarro, plus many more. AeroFIX is a modern safety seat for the category of 67-105 cm and up to 17.5kg in accordance with the new i-Size ECE R-129 type-approval. The unique design of AeroFIX providing optimum ventilation makes this seat stand out among other products available on the market. It also considerably increases the comfort of the child when travelling. Moreover, for the journey to be more comfortable for the little traveller, Venicci have equipped it with soft fabrics of the highest quality as well as adapting the headrest and inclination adjustment.

Tel: 0130 295 3872 Web: www.venicci.co.uk

Smart solution BeSafe’s new rotation seats – forward thinking for rear facing safety.

BeSafe constantly strives to develop never-seen-before solutions that give children and parents an even greater car journey experience. The new BeSafe rotation seats feature smart solutions for safe and comfortable rear facing travels. One of them, the Universal Level Technology, is a unique seat-base-construction that allows for a horizontal installation in any car and an optimum angle of 45° when the seat is reclined. iZi Twist i-Size (61 – 105 cm) and iZi Twist B i-Size (40 – 105 cm) feature visionary side-to-side rotation and iZi Turn i-Size (61 – 105 cm) oﬀers ﬂexible 360° rotation.

Tel: 01606 814 638 Web: www.carseat.co.uk

Take easy to the max Added protection with Bebecar Easymaxi

The Bebecar Easymaxi (Group 0+) infant car seat is designed with additional side impact protection in the head wing and hip areas, offering excellent protection. It includes two removable newborn support cushions, and the breathable seat fabric is washable. It can be installed easily with the vehicle seat belts, although two bases (belted and Isofix) are available for extra fast and easy fitting. Easymaxi can be fitted to all Bebecar El chassis without additional adaptors, to form a complete travel system, and is available in a wide choice of fabrics to match Bebecar’s pushchairs and accessories, including the stain-resistant Magic range. Tel: 01692 408801 Web: www.bebecar.co.uk

Flat out finest! Joie’s i-Level is i-Size certified and cleverly converts to a flat reclining seat that can be used flat, both in the vehicle and on the pushchair. The 157-degree ergonomic angle of Joie’s i-Level is engineered to keep baby’s head, neck and body in perfect alignment, improving oxygen levels and promoting healthy spinal development. The i-Level has rearwardfacing longer usage and is suitable from birth up to 85cm ≤13kg. Features include patented Intelli-Fit foam for ultimate side impact protection, removable full body insert, retractable and removable sun canopy with a zip-open panel, and a multi-height headrest and harness that adjust together without rethreading. This infant carrier comes complete with an ISOFIX base (i-Base LX) for quick and easy transitions and pairs with most Joie pushchairs, as well as other brand pushchairs using adapters. Tel: 01889 808 900 Email: uksales@joiebaby.com

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focus CARSEATS

World first Leading the way in car seat innovation for 2020, the Maxi-Cosi Coral is the world’s first modular baby car seat.

Winner of this year’s Kind & Jugend Innovation Award, the Maxi-Cosi Coral has a two-part modular system, an ‘outer’ i-Size (R129) car seat shell for superior safety, combined with an ultra-lightweight (1.7kgs) detachable ‘inner’ carrier with retractable straps. This allows parents the option to lift the whole seat, or just the inner carrier with their precious cargo, reducing carrying weight by 50 per cent. Available from March 2020, this new benchmark in from-birth travel safety also contains a Baby-hugg inlay designed for newborn comfort plus a 3-point harness with one-pull tightening system for the ultimate ease of use. Tel: 0208 2360707 Web: www.maxi-cosi.co.uk

Harness for longer with the Hudson Cozy n Safe’s new Hudson Group 1/2/3 car seats grows with your child. Keeping them protected from 1 to 12 years.

The Hudson can be ﬁtted with ease and safety using ISOFIX, top tether and the vehicle seat belt. The integral harness can be used up to 25kg, group 2 after this the seat can be converted into a high back booster from 15-36kg. With additional features such as an adjustable headrest, non-rethread harness, side impact protection , removable, padded inserts and washable covers, this seat will keep your little ones safer for longer. Tel: 01902 494 905 Email: sales@cozynsafe.com Web: www.cozynsafe.com

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Welcome to a luxurious world of soft, textured, quilted fabrics; aged cognac leatherette touches in all of the most elegant of spaces; and beautifully tailored lines. This signature i-Size multi-direction safety seat with added comfort is exquisitely crafted to make memories of each moment with baby last forever.

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

talking shop This month we spoke to a number of independent retailers to find out their views on how the car seat category is currently performing.

Ian Davidson BABYLICIOUS

Do you feel consumers are brand focussed when purchasing a car seat? Sometimes customers come armed and ready, knowing exactly what they want and from which brand, while other customer are happy to buy a package. We do often find though that our customers are happy for us to suggest car seats that would be more suitable, giving them the ability to make an informed choice. Some of our customers are seeking to upgrade with some only looking at the price and not the features. Would you say that new parents have an understanding of what they require? All of our customers want a travel system and don’t appear to have any clue about prices, often meaning what they want and what they can afford is usually completely different. I often find that mums will have in her head a clear idea of what she wants, while dads tend to say ‘I’m not paying that!’. Do you feel that car seat brands are sending out a universal message? Yes I do feel they are all on the same page when launching new products, but perhaps brands need to take items out of their ranges first prior to launch, as when these are ‘added’ it leaves too much choice, which can often be confusing for consumers and a daunting process for retailers when fine tuning their stock levels and capabilities. Have you noticed any particular trends in this category? Yes rotating seats are selling really well and Group 123 are great for parents and grandparents that want to shop within a budget. Which Group have you seen the largest level of interest in over the last 12 months? Group 1 rotating seats. Do you feel that safety is a priority by parents compared to price with regard to making a car seat purchase? I think cars seats are super expensive and price can put customers off as they feel ‘why should I pay that when I can get this for say £40.00?’ Most of our customers come in and say ‘what’s your cheapest car seat?’ and it’s an up hill struggle from there to try to relay that it’s not about price, it’s about safety. Do you feel as an industry we continue to provide innovation with regard to car seats? Yes I do feel that there is currently loads of innovation from brands, but there are some companies who are clearly just following the leaders producing seats with no real point of difference.

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Gary Watts WH WATTS

Do you feel consumers are brand focussed when purchasing a car seat? I think that in the main they are although sometimes price is definitely an issue. Brand loyalty has decreased though. Would you say that new parents have an understanding of what they require? In the main yes, although misinformation is rife and sometimes they are confused. Do you feel that car seat brands are sending out a universal message? Yes I think they are and most do a really good job. How do you provide information to consumers with regard to car seat safety, etc.? We provide information through face to face contact and all our team has been trained and receives regular updates on that training. What type of support do you receive from your suppliers with regard to this? Suppliers are always happy to send in trainers and in the main the standard is high. Have you noticed any particular trends in this category? There has definitely been a move to combination seats and away from the likes of Group 1, which has pretty much disappeared from the market place. Which Group have you seen the largest level of interest in over the last 12 months? Group 0+/1 especially swivel versions, Group 123 has shown good growth as has Group 2/3. Do you feel that safety is a priority by parents compared to price with regard to making a car seat purchase? For most customers safety is definitely a priority although price is often an important factor. Do you feel as an industry we continue to provide innovation with regard to car seats? Of late I think we have seen a lot of innovation within the sector with a lot of choice from multiple brands.

Trevor Ginn HELLO BABY

Do you feel consumers are brand focussed when purchasing a car seat? We only sell branded car seats from major manufacturers so people will naturally come to us looking for branded products. Would you say that new parents have an understanding of what they require? Generally people have researched what they want online before them come to us and just want to look before they buy. How do you provide information to consumers with regard to car seat safety, etc.? We have articles on our website and also provide leaflets from our suppliers. What type of support do you receive from your suppliers with regard to this? Suppliers are generally pretty good providing leaflets, training and demonstration videos. Do you feel that safety is a priority by parents compared to price with regard to making a car seat purchase? We sell branded higher end car seats in general and so safety is taken for granted I think and we would not get the most price conscious consumers visiting us. What people are most concerned with is getting a car seat which is the right fit for their childs age, their pram and their car. Do you feel as an industry we continue to provide innovation with regard to car seats? Undoubtedly! That said, one of the problems we as a retailers have is with constant changes to ranges which means we work very hard to keep everything up to date.

Yasmin Ali BABYLAND FIFE

Do you feel consumers are brand focussed when purchasing a car seat? Yes, customers look for something they can recognise, or that matches other items they have purchased. It adds to security, rather than an unknown brand that they might be wary of. Brand recognition equals confidence (in most cases). Would you say that new parents have an understanding of what they require? Now more than ever, yes. Consumers mostly want ‘package deals’ that include everything. Social media means that people are much more savvy as to what they need. There is a big difference now compared to say, 10 years ago: want vs. need. I think there is a lot less impulse purchasing in this industry now. Do you feel that car seat brands are sending out a universal message? I think there is so much information out there that no, there isn’t a universal message. There needs to be. There are a couple of brands who have got the message right and others that just add glitter to the confusion pot. R44 and R129 running together isn’t overly helpful either. How do you provide information to consumers with regard to car seat safety, etc.? By not adding glitter to the confusion pot! Talk to them, give some suggestions, but keep it as basic as possible! What type of support do you receive from your suppliers with regard to this? Cosatto had a really good training event—which was helpful, but needs to be more consistent. Maxi Cosi have set up a training group on Facebook, that has been absolutely fantastic. The team add content, confusion busting information, pictures and just simple explanations—no jargon. I’ve found it really helpful and it’s boosted my confidence.

Hamish McPhillips

CAR SAFETY CATEGORY MANAGER, SILVER CROSS Do you feel consumers are brand focussed when purchasing a car seat? Yes, when it comes to safety products such as car seats consumers rely on brands they can trust. Generally, the recognised brands will have invested significantly into the development of their products, ensuring they not only meet but exceed current safety standards. Would you say that new parents have an understanding of what they require? It varies, some parents have conducted a lot of research and know exactly what they want, whereas others don’t have a clue. Most are somewhere in the middle - they have an idea of what they want, but need some help selecting the correct product. Do you feel that car seat brands are sending out a universal message? To a degree. However, all brands have different product offerings and naturally want to promote their own range leading to some mixed messages. The Baby Products Association are leading some fantastic work in aligning the messaging to ensure brands are consistent with the terminology. How do you provide information to consumers with regard to car seat safety, etc.? We use all the typical channels of web, social media and an extremely knowledgeable customer service team. This is further supported by our unique Silver Cross Car Safety App, an industry first in offering all of the information needed to the customer on their phone. These days we don’t go anywhere without our phone, so to have all the information needed easily accessible is key. Our customers can have fitting video guides, vehicle check lists and full instruction manuals available in their pocket, at all times!

Have you noticed any particular trends in this category? If it spins, they want it, birth to 12 years spin would be ideal please suppliers! Lol! RRP £199! Which Group have you seen the largest level of interest in over the last 12 months? Group 0+/1 Do you feel that safety is a priority by parents compared to price with regard to making a car seat purchase? I’m afraid not as we often feel consumers think that “If it’s branded, it should be OK”. I guess as a retailer, this boils down to your area and your customer base. We have customers come in who know exactly what car seat they want, they’ve done all their research and money isn’t the issue. The vast majority however put price first. It’s a sign of the times, as the economy picks up and people have more money hopefully we’ll find they’ll spend more! Do you feel as an industry we continue to provide innovation with regard to car seats? YES there is a huge amount of innovation going on, which is pushing the boundaries. Looking at the current economic climate I was really glad that the likes of Maxi Cosi have brought out an entry level iSize infant carrier, making the R129 more accessible. We need to look at the fact that times are hard, not just in retail—just life in general. People working full time but still having to access food banks etc., who are really struggling to make ends meet. It’s not about cheap and cheerful, but offering a wide range that offers everyone a choice. As much as people may want the best thing for their child, £500 for a car seat might just be too much of a stretch for them. There are certain products out there that have made otherwise quite expensive products more accessible. Mothercare went for a reason folks, invest in your independent retailers. Offer them training, give them social media support— encourage people to go into shops.

supplier snapshot This month we spoke to a number of the industry’ s finest to find out their thoughts on the car seat sector. What type of support do you offer retailers with regard to this? We offer our retailers full training on our product range and the latest regulation updates. For any stores interested in this, please contact your Silver Cross sales manager and we will arrange. Have you noticed any particular trends in this category? After working for a decade in this category, I believe we are seeing more product innovation now than ever before. Whilst this is important, it is still key to identify the correct product for the child, vehicle and parent. Which Group have you seen the largest level of interest in over the last 12 months? Rotating seats have been consistently strong for some time now and continue to be so. Do you feel that safety is a priority by parents compared to price with regard to making a car seat purchase? Both are important to parents as they want to offer their little ones the best level of safety they can afford. Do you feel as an industry we continue to provide innovation with regard to car seats? As mentioned above, absolutely. The user requirements and regulations make car seats a difficult industry, however we continue to innovate with the aim of offering better, safer and easier to use products.

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supplier snapshot This month we spoke to a number of the industry’s finest to find out their thoughts on the car seat sector.

Damon Marriott UK HEAD OF DEVELOPMENT, JOIE

Do you feel consumers are brand focussed when purchasing a car seat? Within the car seat category brands are extremely important. Generally, consumers are looking for a trusted brand which have a reputation for delivering top tier safety. Joie has built a strong reputation and so we have an obligation to continue delivering products that encompass style, innovation and the highest standards of safety, whilst retaining practicality and value for money. How do you provide information to consumers with regard to car seat safety, etc.? Our website, social media platforms and customer service team act as a great support tool and offer many helpful resources. We’re committed to improving the safety of children worldwide and recently partnered with UNITAR as a global partner for child road safety. What type of support do you offer retailers with regard to this? Our sales trainers are well drilled in providing expert guidance to store staff if and when it’s required and offer frequent training sessions to ensure that retailers are fully informed on our products. We supplement this with a large array of digital assets for use in store and online, including our recently launched online vehicle fit guide located via the Joie UK website. Have you noticed any particular trends in this category? R129 certified boosters will continue to develop and release as time goes by. A new level of safety has been introduced to this sector of the market, so it’s fair to say it will also bring new features with it to set brands apart from their competition. Which Group have you seen the largest level of interest in over the last 12 months? I would say groups 0+ and 1 receive more interest than other categories, which makes sense as realistically this is where innovation can flourish most. At this age children are in need of the most protection and are still heavily dependent on their parents, so it creates a scenario where a car seat can be developed to be feature rich whilst also providing maximum safety. Do you feel as an industry we continue to provide innovation with regard to car seats? On an industry and brand level I feel we do a great job of pushing products forward. Year after year there are new exciting ideas and this drives each brand further to create the next big idea. It’s great for consumers!

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Debbie Wakefield

MARKETING MANAGER OF UK AND IRELAND, DOREL JUVENILE Do you feel consumers are brand From Left: De bbie Wakefiel focussed when purchasing a car seat? d, Nicola Cole tti It is certainly a consideration for parents as they may not have a lot of knowledge on what is an ever-growing market. Maxi-Cosi is a heritage brand and a market leader in car safety but as a brand we do not take this for granted. Consumers do a lot of research before settling on a purchase. There are several factors that they need to consider: Will it fit in their car? Is it compatible with their pushchair? Does it meet regulations when travelling abroad? Will it fit in the grandparent’s car or will they need another one? It’s important to educate them to our best ability to make their purchasing journey easy. Car seats are by far one of the most considered purchases as the safe travel of their most precious cargo, their baby, is everything to parents. Would you say that new parents have an understanding of what they require? There are so many options in the market for parents and parents-to-be that it is overwhelming. They need to understand the regulations, and these can be confusing, so it takes a lot of research and advice before parents feel confident to make a purchase. Ultimately, it’s our job to ensure that they understand what regulations are in place, what i-Size is and exactly what they need. By the time parents finally buy their car seat, there are so many questions that no wonder people get confused! The Maxi-Cosi website offers an abundance of knowledge to ensure that parents are confident in all areas of car seat safety and assists with any of the questions that they have before, during and after purchase. There is also a Car Fitting Advisory Tool too. This enables parents to input their car brand, model and whether they want an ISOFIX or belted car seat. The tool will then make recommendations for them to look at from their answers. Do you feel that car seat brands are sending out a universal message? Overall, I would say yes. All brands are united in their message that rearward facing for longer is the safest choice when travelling for a child. However, after the age of 15 months, it is a parent’s choice whether they choose to follow this. If they decide to forward face their child at an earlier age, we give them the option to do so with optimum safety. What type of support do you give your retailers with regard to this? As a brand, Maxi-Cosi offer a high level of instore training, bespoke retailer solutions and point of sale. This means that consumers are not only educated, they are catered for at every level. We also implement highly specialised marketing campaigns to support our retailers and target our consumers directly and effectively. Have you noticed any particular trends in this category? Over the past few years there has been a growing trend of seats that have a spinning capability that can be used from newborn up until the age of four years. This is because parents are not only cautious of their child’s safety, they want a seat that makes their lives easier too. For those who suffer from a bad back, the seat can be turned towards them to get their child in and out of the car with ease. The brand-new i-Size Maxi-Cosi Mica car seat answers this need with a 3600 rotation, so that it can be used either side of the car. Plus, Mica also allows for extended rearward-facing travel up until the age of four years. Do you feel that safety is a priority by parents compared to price with regard to making a car seat purchase? Safety is always at the forefront of parents’ minds when it comes to their children. However, not everyone has a lot of money to spend on their car seats. At the initial purchase of a Group 0+ car seat, trusted and respected brands are important to parents. However, we’ve noticed that in the second seat purchase phase, price becomes more of a factor over the brand name. That is why we have adapted our ranges to cater for all budgets and requirements.

CARSEATS

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The perfect fit Kat Gemmell has been working with child car seats for 10 years. Her experience covers working in retail stores, running national car seat campaigns with Good Egg Safety, and working for Britax, training the North of the UK. Kat has launched the Car Seat Library, here she explains why.

n the new year, I am launching a Car Seat Library – the idea of which was sparked by Mothercare announcing it was going into administration, days later followed by six store closures from M&P. While we still have our wonderful independent network, the options are narrowing down, with some areas of the country left with nowhere to get advice. I’ve attended car seat checking events for six years, and it is apparent that there are three types of people who transport children in cars – those actively interested in the car seat and ‘getting it right’, those who are very happy to use one, but who don’t know to ensure it is fitted and used correctly, and those who simply don’t use a car seat at all (thankfully in the minority!). We know that parents are buying their car seats online and those in the first section of people have a fighting chance of getting a seat that is suitable. However for those who aren’t aware that not every car seat fits every car, who don’t understand group stages or iSize, or whether they should

rear face or just get a car seat that lasts until 12, those carers are not being given the information and advice they need to get it right. With online buying, the problem also arises that the parent/carer often has no idea of how to fit and use the car seat – as we know, us British are notoriously rubbish at reading instructions and car seat instructions often leave an awful lot to be desired. So the online buyer is already starting on the back foot. Online buying of car seats is deeply concerning from a safe fitment and use point of view. While I would love for all the business lost from Mothercare to go to bricks and mortar stores, much of it is going to go to online retailers – whether we like it or loathe it, with car seat misuse a high risk. Considering car seat misuse - one of the most common enquiries I receive through my social channels is from parents wanting to move babies and toddlers up a stage quite early, yet with a few questions, it becomes apparent that they simply need to raise the headrest, and that they have been misusing the car seat harness. This also shows at checking events, with the most common mistake made on car seats is the harness being misused. Visiting somewhere to get advice is more than somewhere to buy a seat, it’s to be shown how to use a piece of safety equipment. Online buying only exemplifies these mistakes being made, reducing children’s protection in the car. The Car Seat Library aims to address the above issues, by providing somewhere for parents and carers to get advice. We try seats in their car, they are shown how to fit and use the car seat recommended, the parent/carer can purchase their chosen seat from wherever they want, and then return to the next library to have the seat fitted or have their fitment checked. The library runs on a donation basis, so no parent is blocked from receiving the correct advice – if someone can’t afford to donate, they don’t have to. One thing that is really important to the library, and future libraries that open under The Car Seat Expert, is that it absolutely must support and work with the local independent retailers. With Wirral Car Seat Library, I am supporting my local independent by actively signposting parents to the store for the seats they stock, and advertising the store for any other baby items visitors need. It’s really important that Parents and Carers have access to advice and a range of car seats, so I am listing independent retailers who specialise in child car seats on the new website www.thecarseatexpert.co.uk, which launches early in the new year.

Visiting somewhere to get advice is more than somewhere to buy a seat, it’s to be shown how to use a piece of safety equipment. Online buying only exemplifies mistakes being made, reducing children’s protection in the car.

nursery today

nursery matters JOHN BARKER

Barking Mad This month John Barker takes a look back over November and how nursery independent retailers are in a position to shine.

ell November started with a Big Bang didn’t it? And I’m not referring to the annual display of money burning that is Guy Fawlkes night. I am of course referring to the ﬁnal Mandalorian Trailer. . . . Only kidding (honest) I’m actually talking about the news of Mothercare announcing they had entered

administration, I know this didn’t come as much of a surprise to many in the industry. What we didn’t see coming, the perfect Randy Orton move (WWF wrestler for those not in the know), from M&P was the news of their retail arm also entering “prepack” administration too. Even more shocking was the news that six stores had been closed with immediate eﬀect. What any of this means to mortals like you and I will remain to be seen. Our telephone almost immediately 32

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lit up with calls from customers waiting on Mamas & Papas stock. Obviously we feel for every employee affected by these closures, there’s never a good time to lose your job, but the month before Christmas is terrible. From a selfish point of view we independents have never been in a stronger position, poised perfectly to fill the gap left by the nationals being in disarray. With our high streets floundering and many employees losing their jobs the retail sector is in a real sorry state. Not a week goes by where the news doesn’t tell us of another retailer facing troubles. Reports of record breaking falls in retail sales and plummeting profits are common place. It would be very easy to look at the bleak outlook and shudder. However I think the future looks bright for us little guys. I know when it’s been quiet and the till hasn’t sounded for an hour or so, it’s hard to stay positive but us little guys are better suited to withstand fluctuations in the market. With much lower overheads than the nationals and with many of us being able to control our purchases it’s less difficult when times are tight. Never has your social media account been more important than right now. Mums and Dads the length of the country are looking for an alternative to Mothercare and Mamas & Papas right now. They want to buy that nursery furniture, the bedding range, the car seat and their dream pram from somewhere - they just need you to tell them you’re there to help. Better still, we are in a position where all of a sudden we find our

We are in a posit ion where all of a sudden we find our products and servi ces more in demand. So lets not reach for the price gun, cock the ha mmer and fire away with lower prices, oh no, lets make hay whilst the sun shines and actua lly use this as a way of maintainin g marg in and earning some money. We are on the edge of a revolution and we are in control. products and services more in demand. So lets not reach for the price gun, cock the hammer and ﬁre away with lower prices, oh no, lets make hay whilst the sun shines and actually use

this as a way of maintaining margin and earning some money. We are on the edge of a revolution and we are in control. If we can show to the brands that we independents can support them they will respond with better support for us. My dad always refers back to the time before online stores, a time when you didn’t have to discount at all. A time when the customer was happy with a free raincover! The chances of us ever getting back to that position are slimmer than Christian Bale in The Machinist, but we can always dream. If the beginning of November wasn’t crazy enough, the end saw the usual fiasco that is Black Friday. First it was Black Friday, then it became Black Friday Weekend and now we have Black Friday events starting a week before and ending a week afterwards! I think as an industry we are fairly responsible when it comes to the American of sales. If you ask me it’s not us indies or even the nationals that are the problem, nope, for me it’s the consumer and their insane expectations! I honestly think some customers expect their dream £1000 pram will be 50 or 60% off during the Black Friday event. In reality it’s just a few old cot beds we’ve had stuck in the warehouse for a few months, or a chance to clear off bedding so old it would look at home on the set of The Good Life. Remember those scenes on BBC news of grown adults fighting over £200 Polaroid TV’s? Those exact

john@pramland.co.uk

TVâ&#x20AC;&#x2122;s could be purchased for the same price a week either side of Black Friday but the masses donâ&#x20AC;&#x2122;t see this. Which? have recently issued a report to say that 90% of Black Friday deals are available at various other times during the year. Thatâ&#x20AC;&#x2122;s a shocking statistic and one that perfectly sums up the current state of the entire retail sector. So when is a good deal really a good deal? When the retailer puts a SAVE ÂŁÂŁÂŁÂŁâ&#x20AC;&#x2122;s sticker on a product! As the year is winding up and we are heading in to another 12 months of life in the crazy nursery trade I think itâ&#x20AC;&#x2122;s only appropriate to say thanks to all the brands and reps we independents deal with! Thanks for the all the support and help youâ&#x20AC;&#x2122;ve given us little guys. Itâ&#x20AC;&#x2122;s also a great time to say thanks to all the great people in and involved with the the coals. Firstly I can honestly say it Nursery Trade Facebook page, your was never intended as a slur upon the work is greatly appreciated by all us brand or the team. The article was stores! And how can I not say thanks purely born from the frustration I have to everyone on the NSG that has felt over the pricing of their amazing helped out a fellow store with stock, products. I have had a few more advice or even just a shoulder to cry chances to address the issues with the on! Itâ&#x20AC;&#x2122;s a lonely game and you guys UK team and I have to admit their make it seem much easier! dedication to the brand is staggering. Finally, Iâ&#x20AC;&#x2122;d like to touch on my last 17B'(& B [ PP 2 SGI They may be new, but the guys at article where I dragged Bugaboo over

Bugaboo UK have reassured me and even managed to renew my passion for the brand and products. Weâ&#x20AC;&#x2122;ve had a chance to sit down and have a very open discussion relating to how we as a business can overcome the problems weâ&#x20AC;&#x2122;ve faced. Weâ&#x20AC;&#x2122;ve implemented a strategy and Iâ&#x20AC;&#x2122;m conďŹ dent that 2020 will see me smiling again. So I guess the moral of the story is discuss issues

with your reps, they are very accommodating and they will help you as much as they can. So before I leave you this month, one ďŹ nal sorry to the entire UK Bugaboo team! Hereâ&#x20AC;&#x2122;s to many more years of working together. Thatâ&#x20AC;&#x2122;s me done for 2019 â&#x20AC;&#x201C; HAPPY NEW YEAR EVERYONE Iâ&#x20AC;&#x2122;ll see you all next time with my little New Year awards ceremony.

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focus PACIFIERS & SOOTHERS

Keeping calm Pacifiers, soothers or a favourite comforter all play an integral role in keeping baby calm. Image source Pexels.com

here is always a level of anxiety when a new baby or small infant doesn’t settle. Pacifiers or soothers can be introduced at a very young age, and this category is all about keeping little one calm and settled - whether that be through the use of a dummy, teething aid, comforter or a motion rocker. When we talk about comforters, these can range from a favourite blanket or soft toy. The list of products that are purchased can be quite astounding. Of course though a key item that heads the list is probably a pacifier, dummy or a teething aid. The good news is that these are often not a one off purchase. Let’s face it, these items are often lost by infants meaning a parent will come back and purchase again. As a retailer, soothers and pacifiers are something that a parent is always likely to be looking for, since they are easily lost. An example of which is clearly a dummy that has perhaps fallen onto the ground whilst out and about. We all want little one to not only be happy and soothed, but also to not be crying. The good news is that manufacturers have thought that ‘one step ahead’, and now many pacifiers can be bought that through clever design can either be ‘clipped’ onto clothing or soft comforters, or indeed as a pacifier that is integrated into the design of a plush item. When we consider how often these items are mislaid when ‘out and about’ these also make great impulse buys and can also become part of a routine shop by many parents. Isabella Storm of Nibbling states: “Depending on the brand these items can be a great impulse purchase as they do not break the bank and are useful to have on hand, even if you are not decided on whether you are going to give your

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“

The fa ct th at pa ci fiers an d soot hers are a re la tive ly fre quent pu rc ha se especi ally in co mpa ri son to m any ot her produc ts w it hin th e ba by ca re ca te go ry m akes th em a pa rt ic ul ar ly attr ac tive produc t fo r reta ilers to stoc k.

”

baby a paciﬁer.” Toby Winn of Rooba Natural Baby Care agrees, but also feels that soothers can often also make a great gifting item. There are clear advantages to be had for many retailers who stock these products. The obvious therefore being repeat sales. If a ‘dummy’ is lost whilst out and about, a dash to a store where one can be quickly purchased will follow. The fact that paciﬁers and soothers are a relatively frequent purchase especially in comparison to many other products within the baby care category makes them a particularly attractive product for retailers to stock. Many parents prefer to have multiple soothers for their child perhaps for instances where they need a backup for example when one becomes dirty and they don’t have access to a steriliser or to keep one at the grandparents house for when their child stays over. With a more eco conscious parent emerging, would it be fair to say that parents are looking at

pacifiers or soothers that are made using more natural materials? Rooba’s Toby states, for them, this is an important consideration during their own production process. “For us using natural materials that are safe and don’t damage our planet are paramount, this is why we chose 100% natural rubber. It is soft on little gums yet very strong. Personally we prefer not to have any airholes to avoid the build up of mould.” Isabella adds that the materials used should be as natural as possible and BPA free. What about brands though. How important are these in this product category. Do brands hold weight? We asked Toby his opinion. “Parents often meet up and like to share their thoughts on what works and what doesn’t. This is where brands and also a memorable name helps! For example, Boo the Bunny is a fun name that is easy for little ones to remember and say ‘Boo’!” We asked Isabella whether she feels that social media is important to drive awareness to products in this category? “Absolutely, social media drives sales in all industries,” commented Isabella. “Social media influencers are a big part in most businesses today. Parents lean towards products which have been tested and reviewed by mums alike. Social media is a platform which allows parents to discover new brands as well as discussing the benefits on open forums.” Remember this is also a category that includes sterilisers. Sterilising soothers ‘on the go’ is an important process of parenting since no one wants their little one getting ill from germs. For this reason, Milton, for example, have developed their portable mini steriliser which has rapidly become an award winning product! We highlight on the following pages a number of products that are available now to order.

focus PACIFIERS & SOOTHERS

Additional comfort

They say that necessity is the mother of ee invention, and at WubbaNub they couldn’t agr more. aNubs are recognised and sought out by Created by a mum over 20 years ago, Wubb er permanently attached to a Mums, Grandmums and gift givers. A Soothie paciﬁ washable and packaged for gift ine small soft toy, they’re a hit at baby showers. Mach toys and more. ets blank with inate giving, 16 diﬀerent designs all coord Tel: 01243 780501 Email: suzanne.cullum@whitepebbleint.com

In a heartbeat This soft and huggable companion imitates the closeness of mum or dad through heartbeat sounds and vibrations to comfort little one. A lovable plush character designed to imitate the steady pulse of your heart and gentle, rhythmic sounds of your breathing to help soothe little ones.When it’s time to snuggle up for a great night’s sleep, this soft and huggable companion is activated by a simple squeeze and the attached muslin micro-blanket makes this the perfect comforter from birth and up. WHAT PARENTS LOVE • Imitates the closeness of mum or dad through three modes of comfort: (1) heartbeat and breathing sounds, (2) heartbeat and breathing sounds plus heartbeat vibrations, (3) heartbeat vibrations only. • The soft pulsing vibrations mimic parent’s heartbeat. • Activated with a gentle squeeze from parent or baby. • 20 minute auto shut oﬀ option. Web: www.summerinfant.co.uk

Sooth in motion Joie’s 2in1 multi-mover and minisoother.

Meet Sansa 2in1, Joie’s multi-motion soother that sways side to side, glides front to back, or combines both! This soother comes all inclusive with a 3 position recline, 5 classic lullabies, 5 nature sounds and dual vibration settings. The lightweight, lift-oﬀ seat doubles as a portable rocking seat when used oﬀ the frame for even more soothing options as little ones grow. The seat also turns 90 degrees on the frame to change the direction of all motions, for endless relaxing combinations. Sansa 2in1 has a cocooned shaped seat which comes complete with a toy bar and two plush toys, machine washable infant body insert and a head support for ultimate comfort. It can be A/C power adapter or battery operated and is one of the smallest multi-motion soothers available, making it the ideal choice when space is at a premium. Tel: 01889 808 900 Email: uksales@joiebaby.com

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PROTECTING WHATâ&#x20AC;&#x2122;S PRECIOUS EVERY DAY! At last, a solution to keep soothers germ free! Discover the Mini Portable Soother Steriliser. Cleans and sterilises dummies on the go. New recyclable box

www.milton-tm.com

Available at Boots, Asda, Mothercare and other Baby Specialist alist stores.

Use biocides safely and always read the instructions carefully on the label. Soother not included. ed.

35 0LOWRQ 0LQL $G 1XUVHU\ 7RGD\ LQGG

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Take a nibble With over 150 fashionable on-trend designs and colours, combined with attractive yet safe materials, the Nibbling boutique range of premium teething accessories is a must-have for both parent and baby.

100% food grade silicone and natural h for a baby to chew. It is also wood, their BPA-free range is safe and soft enoug and freezer - a reassuring and wave micro asher, heat-resistant, safe for the dishw Bibs Danish Dummies are simple to clean solution for parents. CE Tested. Nibbling in two sizes and 100% Natural latex and BPA free. Available from over 20 colours.

All in the clean For on the go sterilising of pacifiers.

The Milton Mini Portable Soother Steriliser cleans and sterilises dummies on the go in only 15 minutes. Key Features and Beneﬁts 2 in 1: cleans and sterilises soothers on the go • Allows you to always have one soother ready whenever you need it • 100% watertight • Sterilises in 15 minutes using Milton Mini Sterilising Tablets • No need to rinse • Straps to easily attach to buggy, pram or change bag BPA free Web: www.milton-tm.com

Web: www.nibbling.co.uk

Natural teething solution Rooba is an award winning British brand that focuses on helping parents get through the stressful time when their little ones are teething. Boo the Bunny is a 100% natural rubber teething toy that is safe, non-toxic and perfectly designed for babies to hold and reach those hard to get to back teeth. Boo the Bunny is recyclable, compostable and babies really do love it with plenty of soothing textures and soft rubber to chew. Rooba is passionate about the planet and protecting it for future generations. Web: www.rooba.co.uk

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Borrn to help BORRN’s teethers provide safe BPA free solutions for babies.

Built for fostering curiosity and imagination, BORRN silicone teethers are designed to be playful with various shapes of animals in simplest form. • Made of medical grade silicone • With high heat-resistance (steam-sterilised) • BPA free, plastic free, toxic free • Easy to grab and hold • Playful with simpliﬁed animal shapes • Designed and Manufactured in the UK Web: www.borrn.com

A baby gift is an important decision. . . choose wisely.

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Contact Suzanne at Tel: +44 (0)1243 780501 or suzanne.cullum@whitepebbleint.com

profile MAM

Comfort for new borns A comfortable choice for new-borns and premature babies: the new lightweight soother from MAM!

here is nothing more special than a newborn, and parents want to feel safe and comfortable by the products they are using, right from the start. That’s why the new new premium MAM Comfort Soother was developed in collaboration with leading paediatricians, nurses and speech therapists to support the needs of newborns and premature babies. The first of its kind, the soother is made entirely from 100% high quality silicone and is the first one piece soother from MAM. The carefully designed soother is extremely lightweight and features an extra small teat which helps to support natural sucking behaviour and promote healthy oral development. It is in fact the smallest teat in the MAM soother range. The soft material is extremely gentle on baby’s skin and provides a comfortable and calming effect on new-borns and therefore parents alike. The soothers also come in a handy travel and steriliser case, just add water and place in the microwave for three minutes to sterilise – making it easier to keep your soothers clean while out and about. By using MAM’s self-sterilising method you can actually reduce your CO2 emissions by 77%** compared to other methods. The MAM Comfort was developed in three sizes for premature babies in hospitals to help them in their progress for the day they go home. Soothers help premature babies in a number of ways, one of which is of course to provide comfort with the aim of them using less energy, resulting in them growing a little faster. The MAM Comfort also helps in developing baby’s sucking reflex so they can move onto normal feeding sooner. So many benefits were observed that we decided to make our third and biggest size available in retail as the MAM Comfort Soother for smaller and low birth weight babies. One mother commented: “The softness and flexibility of the dummy is quite unique and the small teat is just PERFECT for new-borns. No fuss

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at nap time which is a little price to pay for a moment of bliss.” Accompanying the Comfort soother are MAM’s new milestone cards. Tailored for premature babies, these are sent out to mark the very ﬁrst important life events such as being tube free or breastfeeding for the ﬁrst time. These are available for stockists, via hospitals or with MAM directly. (Limited stock applies) Tel: 020 8943 8880 Web: www.mamonlineshop.com

(** Global product Carbon Footprint study, Austria 2013 conducted by denkstatt)

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PARENTS INSIGHTS

Experiences lead the way This month Jenny Kieres takes a look at the behaviour patterns of new parents.

arents Insights recently issued its latest reports, covering a broad spectrum of what’s happening in both the online and offline lives of parents, from expecting through to those raising babies and toddlers to age 4. The research is predominantly based on the results of surveying 2,500 parents between August and October 2019, though it also utilises data we have collected since February 2018. Our team has performed the most definitive study to date on the relationship of how diverse parents’ activities are, depending on the age bracket of their children. According to our data, parents with young babies (0-6 months) are more likely to be playing with toys and reading books with their children, than watching TV - showing a preference towards offline activities at this stage. Half of the parents of babies up to 6-months old hope to instil in their children that experiences are more valuable than products. Millennial parents are the most likely age group to be taking their new-borns on days out, but Gen Z parents (under 25) also show an increased interest, indicating a great opportunity for the experience economy with these parents.

What is the experience economy?

Parents overall value experiences over products as the most important value they want to instil in their children (47%). Parents over 35 are the most likely to believe in this value (50%),

25% above the youngest, aka, Gen Z parents. Likewise, households earning above £50K are the most likely to want to teach their children to value experience over products (52%). Our comprehensive survey also allows us to cross - reference attitude, behaviour and consumption patterns and so we are able to identify that parents that place more value on experiences are also more likely to use out-of-home activities to unwind. 59% eat out with family and friends and 38% say they use the spa to relax. Our data also shows 41% of Millennial parents are sharing their positive experiences through their own social media, and a quarter through the brand’s social media. Over half of parents who value experiences are engaging with bloggers over social media, indicating an element of aspiration as well as a draw of inﬂuence from like-minded parents. Brands have an opportunity to change the game for parents who aren’t as product-driven, by giving them a unique experience they could then share across social media platforms.

Opportunities for the experience economy

Asking parents about their values is a new addition to the Parents Insights survey, with parents being asked to choose their top three family values. Almost half of the parents want their children to value experiences above products, increasing to 53% for household incomes of £50k-£80k. These parents are 14% more likely

than average to take their children on days out, indicating an opportunity for attractions that entertain children from a young age. The age of parents influences which values they prioritise. Among Gen Z, respecting the opposite sex is the most important value (41%) - ahead of experiences and the environment - whereas only 29% of over-35s prioritise this value. Over-25s are more likely to prioritise a work/ life balance (32%) than Gen Z parents (20%), potentially reflecting the ‘gig economy’ this generation experiences, where the lines between work/ life balance become more blurred. In a digitally fragmented world, modern parents also want to instil in their children a world of abstract concepts, a world of emotions and a world of feelings. Brands need to understand the philosophy of young parents and help them to take care of the emotional comfort of the younger generation at all costs. This is a brief snapshot of Parents Insights capabilities, but it’s clear the attitudes, behaviours and consumption of young parents are changing significantly. We’re offering brands an immersive planning meeting to illustrate how data and insights into the world of parenting can help inform advertising, content, licensing, product, marketing and sales planning for 2020. To download a complimentary Parents Insights report please visit www. parentsinsights.com/nurserytoday.

Jenny Kieras Chief operating officer

Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of four), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents. For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. co.uk/nurserytoday or call Jenny on 0330 159 6631.

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focus CHRISTMAS DISPLAYS Baby Birds

Babyden

Let the tills jingle!

Eclipse Nursery Annettes Pram Shop

Nursery independent retailers have geared up for the festive season and have taken up the challenge set by The NSG who have opened their yearly Christmas display competition.

Babybitz Barrow

Hereâ&#x20AC;&#x2122;s a selection of entrants received so far. Good luck to all those who entered. The NSG is a support group for nursery brick and mortar independent retailers. This group is open to all who operate in the nursery industry. If you would like to join in the conversation, visit the NSGâ&#x20AC;&#x2122;s Facebook page: Nursery Trade or email: nsg_indies@hotmail.com Moisers

Babyluv

The Baby Barn Pram & Nursery Centre

Newbie and Me Premier baby

Young Trend Lullaby Baby den

Hushaby Listers Babyshop

The Pram Boutique Stirling Pram

Bush Baby

Babylicious

Giraffe

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Adorable Tots

CUSKI

advertorial

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social media ROSS HEWITT

Blood red waters Ross takes a look at the retail landscape, what’s changed over the last 12 months?

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019 is nearly done, and nearly every retailer I have spoken to recently has told me it has been a bit of a slog, certainly in the last four months. So, what has changed? Declining birth rates? Baby shows? National retailers? Growth of second hand market? Race to the bottom on prices? (that latter one might be it, and I touched on it last month!). The reality is that the industry retail waters are stained red from the blood of online competition, and I am writing this over the Black Friday / Cyber Monday weekend. This US import has become something of a complete joke. Deals have been live on quite a few websites for nearly a fortnight and the deals will still be

there at the end of next week after the ‘event’ has been and gone. The parents-to-be that are buying the products online must be going somewhere to try them out first though…so are you finding that you are a real-world showroom for someone else’s web sales in another part of the country? Or are you constantly being asked to price match after working hard for a sale? Maybe you are finding that footfall is decreasing? Are less bumps walking through the door? But then, quite a few retailers are more than holding their own. They seem to be the ones that are very active and proactive in their marketing, especially with email and social media. Maybe there is

some link between consumer messaging and consumer interest, or advertising and sales? Who’d have thunked it? There is no stock answer or strategy for growing a business that can be applied broad brush across an industry. There is a pool of best practice, but a retailer in Rochdale will have to behave diﬀerently to a retailer in London as each town and city has its own rhythm and pulse and foibles and traditions. If you are seemingly drowning in those red waters of competition, whether your competitor is a slew of baby shows or a John Lewis that has moved onto your doorstep, then it might be time to shake things up, and perhaps dramatically. Image source: Pexels.com

It’s hard to stay afloat in bloody waters and if you do fish in those ponds and seas then you are unlikely to be building a loyal customer list or dealing with customers who give any sort of fig about your business. They are just chasing a deal. Clear blue water is the best place to sail, and to enjoy that calmer environment you must stand for something. Properly stand for something, not pay lip service to an idea. Think about the people you are serving and the thousands of people in your catchment area that you aren’t. Walk the streets and shopping centres in your vicinity and look for the gaps. It is hard to buy maternity wear off the peg on the high street. It is almost impossible to find an independent toy shop in a town centre now. For many retailers I don’t see the business model of focussing wholly on stroller and car seats being sustainable for many more years, especially if it is supported by little to no marketing or consumer messaging, and especially if a business doesn’t stand out from the crowd or isn’t even known about locally.

Of course, I am not suggesting you should all start to stock maternity wear and toys, or books on pregnancy or parenting, or board games for soon-to-be parents who are going to be staying in a lot more. I am saying though that if this year has been hard and you can see some patterns in the last two or three years then maybe 2020 is the year of change? As Einstein never said, the definition of insanity is “Doing the same thing over and over and expecting different results”. Wherever your business is based, times have changed and the lives of people around you have altered dramatically in the last decade. How can you best serve the people who live near you? Do they even know you exist? When was the last time you pushed flyers through doors or advertised (properly) locally? Do your opening hours match the rhythm of your town or do you close when everyone finished work? Do you still stock brand X even though fashion and popular taste have left them behind…because they used to do well

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Do you want 2020 to be the same as 2019? If the answer is ‘yes’ then high ﬁve! If it is a ‘no’ then understand that 2019 isn’t a blip or a glitch in the Matrix…it is the reality of how consumer behaviour is changing, and you need to change with it. And you know it’s been coming for a while now. Merry Christmas y’all…

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nursery today

MOTHER&BABY

November was the month where the nursery sector gathered at a glitzy evening at the Westminster Park Plaza to find out who the winners of the coveted Mother&Baby Awards 2020 were. ore than 500 Industry professionals gathered in anticipation to ﬁnd out who had won one of these sought after accolades. As usual it was an amazing night celebrating how the nursery industry makes a diﬀerence to mums’ lives every day with their innovation products. Each year, the Mother & Baby awards put the very best baby, pregnancy and new mum products on the market through their paces. Their army of real mum testers (this year there were more than 3,700 testers) put products through their paces by living with them for a month before giving their opinions.

Congratulations to all the winners. The winners were: Best Baby Carrier/Sling or Back Carrier 2020

Gold award winner: FreeRider Eucalyptus Baby Carrier Wrap Silver award winner: BABYBJÖRN Baby Carrier Mini Bronze winner: Beco Baby 8

Best Baby Food Range/Product 2020

Gold award winner: Kiddyum Cheesy Peasy Pasta Silver award winner: Mamia Breakfast Pouch Range Bronze award winner: Lupilu Organic Baby Fruit Pouches Stage 1 Strawberry & Apple 46

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Best Baby Monitor 2020

Gold award winner: VTech VM5261 Safe & Sound 5in Pan/Tilt/Zoom Video Monitor Silver award winner: Babymoov YOO Moov Bronze award winner: Owlet Babycare Smart Sock

Baby Skincare Range/Product 2020

Gold award winner: Childs Farm Baby Range Silver award winner: Bloom and Blossom x The Very Hungry Caterpillar - Bath, Book & Bedtime Range Bronze award winner: Childs Farm Core Child Range

Best Baby Toy 2020

Gold award winner: Sweet Dreamers Ewan Deluxe Silver award winner: Playgro Clip Clop Activity Rattle Bronze award winner: Matchstick Monkey Antimicrobial Monkey Teether

Best Baby Wipe 2020

Gold award winner: Mamia Sensitive Baby Wipes 64pk Silver award winner: Little Gubbins Reusable Baby Wipes Bronze award winner: Aqua Wipes 100% Biodegradable Plastic Free Baby Wipes

Best Bathtime Product 2020

Gold award winner: Brush-Baby First FlossBrush Silver award winner: Shnuggle The Shnuggle Bath Bronze award winner: The Gro Company Grotowel

Best Breast Pump 2020

Gold award winner: Elvie Pump Silver award winner: Medela Swing Maxi Flex™ Bronze award winner: Vital Baby NURTURE ﬂexcone electric breast pump

Best Changing Bag 2020

Gold award winner: Mia Tui Jennie Travel Changing Bag Silver award winner: LÄSSIG Green Label Goldie Diaper Backpack, Bouclé Bronze award winner: Bambino Mio baby and beyond change bag

Best Cots, Cribs, or Moses Baskets 2020 Gold (joint) award winner: Obaby Stamford Mini Cot Bed Gold (joint) award winner: Clair de Lune Bedside Crib Bronze award winner: The Little Green Sheep Natural Knitted Moses Basket & Mattress

Best Feeding Product for Weaning 2020

Gold award winner: Munchkin Colour Me Hungry Silver award winner: Munchkin Miracle 360 Trainer Cup Bronze award winner: Vital Baby NOURISH weaning and feeding range

Best Forward Facing Car Seat 2020

Gold award winner: Apramo Ostara Fix Seat Silver award winner: RECARO Young Sport Hero Bronze award winner: Nuna MYTI

Best Highchair 2020

Gold award winner: Chicco Polly Magic Relax Silver award winner: CHILDHOME EVOLU ONE.80° Bronze award winner: Joie Baby multiply 6in1

Best Lightweight Buggy/Stroller 2020 Gold award winner: Ergobaby Metro Silver award winner: Micralite ProFold Bronze award winner: Infababy Ezeego Stroller

Best Multiple, Twin or Tandem Pushchair 2020

Gold award winner: Silver Cross Coast Silver award winner: Mamas & Papas Armadillo Twin Bronze award winner: Out’n’About Nipper Double

Best New Mum/Maternity Skincare Products 2020

Gold award winner: Lansinoh HPA Lanolin Silver award winner: Medela Purelan 100 lanolin cream Bronze award winners: Alvalux Medical CicaLux Energized Scar Care for C-SectionsMy Expert Midwife Spritz for Bits

Best Performance Disposable Nappy or Nappy Range 2020

Gold award winner: Bamaboo Eco-Friendly Natural Bamboo Nappies Silver award winner: Pampers Pure Protection Nappies Bronze award winner: Pampers Baby Dry Nappies and Nappy Pants

Best Potty Training Product (excluding disposable nappies) 2020

Gold award winner: My Carry Potty Training Pack Silver award winner: Nuby My Real Potty Bronze award winner: Summer Infant My Size Potty Train & Transition

Best Pregnancy/Maternity Product 2020 Gold award winner: Organyc Maternity Pads Silver award winner: Lansinoh HPA Lanolin Bronze award winner: Nuvita DreamWizard

Best Product For A Newborn – 0-4 months 2020

Gold award winner: Close Pop-in Newborn Nappy Silver award winner: Magnet Mouse The Original Magnetic Onesie Bronze award winner: Childs Farm baby moisturiser, mildly fragranced

Best Product for Bottle Feeding 2020

Gold award winner: Milton Baby Bottle Cleaner Silver award winner: Tommee Tippee Perfect Prep Day & Night Bronze award winner: MAM Easy Start Bottle Set

Best Product for Breast Feeding (excluding Breast Pumps) 2020

Gold award winner: Lansinoh HPA Lanolin Silver award winner: Juno Jack’s Breastfeeding Twinning Sets Bronze award winner: vital baby NURTURE easy pour breast milk storage bags

Best Rear Facing Car Seat 2020

Gold award winner: Joie Baby i-Spin 360 Silver award winner: Silver Cross Motion Bronze award winner: Axkid Minikid

Best Reusable Nappy 2020

Gold award winner: Bambino Mio miosolo all-in-one nappy Silver award winner: TotsBots Easyfit Bronze award winner: TotsBots Bamboozle Stretch

Best Safety Product 2020

Gold award winner: Reylon Airflow Pocket Sprung Mattress – by Relyon Silver award winner: Jackloc Key lockable window restrictor Bronze award winner: Slumberland Luxury Pocket Sprung Mattress

Best Sleep Product 2020

Gold award winner: MAM Night Soother 0+ Silver award winner: Naturalmat Quilted Spring Mattress Bronze award winner: Babymoov Doomoo Cocoon

Best Swimming Product 2020

Gold award winner: Splash About New Happy Nappy Silver award winner: Bambino Mio swim nappy and swim rash top Bronze award winner: ASDA Little Angels Swim Range

Best Pushchair 2020

Gold award winner: Mamas & Papas Ocarro Silver award winner: Quinny Hubb Bronze award winner: Maxi-Cosi Adorra

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Best Teething Product 2020

Gold award winner: Matchstick Monkey Teething Toy Silver award winner: Rooba Boo the Bunny Bronze award winner: Matchstick Monkey Lion Teether

Best Toddler Toy 2020

Gold award winner: LEGO DUPLO My First Animal Brick Box Silver award winner: SmartMax - My First Totem Bronze award winner: Orchard Toys Number Street

Best Travel Product Over £30 2020

Gold award winner: Nuna SENA aire Silver award winner: Muddy Puddles Puddlepac Lined All-in-One Bronze award winner: Joie Baby kubbie sleep

Best Travel Product Under £30 2020

Gold award winner: Splash About UV Sun & Sea Wetsuit Silver award winner: Cover Me Baby Multi-Use Cover Bronze award winner: ASDA Little Angels 5 Microwave Sterilising Bags

Best Travel System 2020

Gold award winner: Infababy ULTIMO 3 in 1 Travel System Silver award winner: UPPAbaby VISTA Travel System (inc MESA i-Size Car Seat) Bronze award winner: Cbx Leotie Lux

Best Value Disposable Nappy or Nappy Range 2020

Gold award winner: Lupilu Extra Large Nappies Size 6 Silver award winner: Lupilu Newborn Nappies Size 1 Bronze award winner: Mamia Nappy Range

Innovation of the Year 2020

Gold award winner: Maxi-Cosi Jade with 3wayFix Base Silver award winner: Owlet Babycare Owlet Smart Sock Bronze award winner: Tommee Tippee No Knock Cup

Groundbreaking product from Maxi-Cosi wins Mother & Baby Innovation Award axi-Cosi is proud to announce that the ECE R129 Jade car cot for newborns has won the Mother & Baby Innovation of the Year Award 2020. Praising the car cot for ease of use, its lie-flat position, stylish design and longevity of the 3wayFix Base, the Maxi-Cosi Jade has been commended by Mother & Baby’s Awards testers for the ‘reassurance’ and peace of mind it offers parents. The brand was awarded the accolade at the all-industry ceremony held at Park Plaza Hotel, Westminster Bridge on 26th November 2019. Combining the safety of a car seat with the comfort of a carrycot, Jade’s genuine 180º lie-flat position means that parents can take less breaks on longer journeys than with standard infant carriers. Plus, the transfer from car to pushchair has never been easier as Jade is compatible with Maxi-Cosi pushchairs, including the brand-new Lila CP. Then when parents are ready to get back in the car, the unique Slide & Go installation onto the 3wayFix base means that they can go from pushchair to car in seconds, without having to disturb their little one. The interactive light and sound feedback from the base make it even easier to ensure that baby is secure as parents can see and hear that they have installed the car cot correctly in the car. Testers complimented the lie-flat position and the freedom that it offered them in day to day life, as well as long journeys. Many mentioned the ease of use from going directly from pushchair to the car without disturbing their baby’s slumber had been 48

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invaluable since becoming a new parent. They also commented on the stylish design and the longevity of the base, as this can be used for the next car seat, the Maxi-Cosi Pearl Pro i-Size. Marketing Manager of Maxi-Cosi, UK and Ireland, Debbie Wakeﬁeld said: “The Maxi-Cosi Jade is a huge milestone in our product line. For this to be recognised by Mother & Baby and their panel of parent testers is testament to our design and safety innovations. We are delighted to have won this award!” Maxi-Cosi also received the Bronze award in the Best Pushchair 2020 category for Maxi-Cosi Adorra. Plus, Maxi-Cosi’s aﬃliated brand Quinny took home the silver award in the Best Pushchair 2020 category for the Quinny Hubb. Jade is part of the 3wayFamily, a car seat a solution from birth up to 4 years in combination with the 3wayFix base, the Pebble Pro i-Size and the Pearl Pro i-Size. Jade is available in the following colours: Nomad Black, Nomad Grey, Nomad Blue, Nomad Red and Sparkling Grey. The recommended retail price is £199.

Tel: 0208 2360707

Web: www.maxi-cosi.co.uk

Jade

Car seats are for travelling, carrycots are for sleeping. Well not anymore.

0M ~ 6M

Jade is the ultimate travel solution for newborns to sleep in all day, on every journey. Meeting the highest safety standards with enhanced side impact protection, baby will be comfortably cocooned in a cosy lie-flat position in the car or on a pushchair. Compatible with the 3wayFix base, Jade is part of the 3wayFamily. Find out more at maxi-cosi.co.uk

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Spin with success Joie’s i-Spin 360 has been a tremendous success globally since its launch earlier this year.

Third year for Splash About Splash About swim nappy scoops gold for third consecutive year at Mother&Baby Awards

Splash About’s flagship swim-school approved Happy Nappy swim nappy, secured gold for Best Swimming Product for the third year running, at the 2020 Mother&Baby awards. Reliable and reusable, over 150,000 UK babies swim each week in a Happy Nappy. Due to its effectiveness at preventing faecal leaks, Splash About’s swim nappy is insisted upon by over 90% of UK swim schools and considered best practice by British Standards (BSi) guidelines for baby swimming. Splash About’s CEO Bernadette Spofforth commented, “The Mother&Baby awards are a big deal, because our products are thoroughly tested and judged by our harshest critics -parents. We couldn’t be prouder to have their continued trust and seal of approval.”

Having already achieved multiple awards including a recent 1.8 ADAC rating, the best score ever for a 360° spinning child seat, the i-Spin 360 has now been awarded GOLD for the ‘best rear facing car seat’ at this year’s prestigious Mother&Baby awards. The seat was rigorously tested by real parents that really appreciated the combination of Joie’s clever and innovative features, coupled with the highest standards of safety whilst still retaining great value for money. With i-Size certification and safety features such Smart Ride lock off to help encourage extended rear-facing and auto-engaging Guard Surround Safety panels, the i-Spin 360 is an all-round winner, so you can put parents’ minds at ease knowing it’s one of the safest car seats out there! For smooth one-hand spins, the Simple Swivel turning activators are positioned right where parents naturally reach and the integrated ISOFIX base has colour coded installation indicators and an adjustable support leg to ensure a correct fit. i-Spin 360 offers 6 recline positions which can be used in both rear and forwardfacing modes and is suitable rearward facing from birth to 105cm/4 years and forward facing from 15 months to 105cm/4 years. In addition to receiving top honours for their i-Spin 360, Joie also received two Bronze awards from Mother & Baby for Multiply 6in1 as ‘Best Highchair and Kubbie Sleep as ‘Best Travel Product Over £30’. Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

Email: info@splashabout.com Web: www.splashabout.com

Pop in for gold Close are thrilled to have won gold for their Pop-in Newborn Nappy in the Best Product for a Newborn category in the 2020 Mother and Baby Awards.

Hester MacAnara, Business Development Director for Close says “It’s fantastic to receive the recognition and for a reusable nappy to win gold in such a far-reaching category, highlighting the consumer shift towards sustainability. With the environmental impact of a product a key consideration for new parents, this awareness will grow as people realise that low impact ‘alternatives’ not only match up but often outperform some of the less environmentally conscious products available.” To ﬁnd out more about the award-winning Pop-in range, including nappies, wipes and breast pads please contact claire@closeparent.com Web: www.closeparent.com

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0161 491 9800 www.clair-de-lune.co.uk

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Two gongs for Babymoov The annual Mother&Baby Awards give great recognition of quality and innovation to some of the best nursery brands in the market.

Babymoov were thrilled to pick up not one but two of their prestigious awards for two of their most innovative baby products to date which won other respected awards earlier on in the year from MadeforMums and LovedByParents. Winning Silver on the night for the ‘Best Baby Monitor’category was their 360-degree motorised video monitor, YOO Moov. One of the parent judges testing the product said “the YOO Moov has made my life so much easier as a mum...As a busy mum of four this has been a godsend, as time when the baby is sleeping is very valuable!” Babymoov went on to collect a bronze award too for their extendable, organic Cotton Baby Cocoon in the ‘Best Sleep Product’ category, championed for its safety, convenience on- the-go and comfortability. Email: sales@babymoov.com

Bambino Mio crowned champions of change time Hundreds of products were put to the test by a panel of parents, so winning these coveted industry awards was no mean feat.

Bambino Mio’s hero product – the miosolo all-in-one reusable nappy, won Gold in the ‘Best Reusable Nappy’ category, and two new product innovations including Bambino Mio’s reusable swim nappy and matching rash top won Silver for ‘Best Swimming Product’ and last but not least, Bambino Mio’s baby & beyond change bag swooped up a Bronze award in the ‘Best baby change bag category’. Bambino Mio are proud to receive these three awards which highlight the brands on-going commitment to providing parents with an amazing range of high quality, simple, stylish and eco-friendly products from birth through to potty training. Manager Director at Bambino Mio, Guy Schanschieﬀ comments: “We are extremely delighted to win these awards; we were up against some amazing brands so winning all three categories that we entered is a testament to the quality and design of our products. This win reinforces Bambino Mio’s popularity and position as a number one brand for parents in the UK. “Winning Gold for our miosolo is a very proud moment for myself and my wife Jo; our passion to raise awareness of reusable nappy beneﬁts was the

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reason for founding Bambino Mio. The fact that we’ve also won for our reusable swim products and change bag shows that there really is a demand for more sustainable product alternatives within the baby-change time product category.”

Web: www.bambinomio.com/en

Trusted by parents for years

The baby bottle cleaner

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created with babies in mind

Milton has created a new eco-friendly baby bottle cleaner, formulated to make it easier to thoroughly clean baby’s items. All baby feeding equipment must be pre-cleaned to be sterilised effectively; milk often creates a white film on feeding equipment which can be difficult to remove and if any milk residue is left on bottles, it can become a dangerous breeding ground for bacteria to grow. This is why it is so important to clean your bottles thoroughly, especially around the hard-to-clean thread of the bottles and teats. •

100% effective at removing milk residue

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Available at Boots, Ocado and in Specialist Baby stores.

Milton, pro Milton protecting what’s precious for over 70 years www.milton-tm.com

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Use biocides safely. Always read the label and product information before use.

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Coffee break with Clair de Lune Nursery Today had a catch up with Polly Rodgers, the Managing Director at UK nursery goods manufacturer Clair de Lune. Polly, talk us through your typical working day?

Very busy! Which is always good, so it starts with me having a much needed coffee with some of the senior managers in the team to get an update on the day ahead. A typical day would consist of me spending time in each department of the business, supporting everybody where I can and helping to progress things forward. Everyday is different I suppose, but always very busy! And lots of coffee!

Clean win Milton Baby Bottle Cleaner scoops Gold at the Mother & Baby Awards 2020.

Eco friendly and 100% biodegradable, the plant based cleaner is designed to ensure thorough cleaning of babies feeding equipment before sterilising. All baby feeding equipment must be pre-cleaned to be sterilised effectively; milk often creates a white film on feeding equipment which can be difficult to remove especially around the rim of a bottle. If any milk residue is left on bottles, a dangerous breeding ground is created for bacteria growth. Mums who tested the product for the judging panel said: “This product made my life 100% easier!” Judges said: “It provided solid peace of mind, when cleaning baby bottles, our testers were queuing up to add this to their weekly shops.” Milton Baby Bottle Cleaner is dermatologically tested and formulated for sensitive skin, making it kind to hands even after washing up multiple times per day. The transparent gel is fragrance, colour and paraben free. It comes in a 500ml dispenser bottle with push and pull pump, which is 100% recyclable, releasing the a correct amount of liquid to create a foamy lather for cleaning a range of products, including babies’ bottles, teats, teethers, toys, breastpump components, breastfeeding accessories and family dishes. Web: www.milton-tm.com

What makes Clair de Lune stand out from the competition?

We are a 4th generation family run business, and have been manufacturing here in Great Britain for over 75 years. This has given us a strong set of values which we believe belong at the very core of our business every single day. We strive to continuously improve, innovate and adapt to changing markets and trends. We are extremely passionate about manufacturing the highest quality products at aﬀordable prices.

What is your favourite Clair de Lune product and why?

My favourite product is the Bedside Crib. It’s a unique product that we developed in line with a growing, modern trend and it has just been awarded Gold at the Mother and Baby awards for Best Cot, Crib or Moses basket – which is an amazing achievement given some of the other fabulous products which were also shortlisted! Parents increasingly want to be able to co-sleep safely and we made this a reality by creating a Bedside Crib that allows parents to do this and still maintain a safe space for the baby.

What can we expect from Clair de Lune in 2020?

Big things I hope! We are launching some exciting new product lines this coming Spring, in partnership with an award winning UK Children’s clothing designer which is going to be incredible. We are also working on expanding our customer base internationally – with big plans for the United States, China, Hong Kong and the Middle East! It really is going to be an exciting year for the Clair de Lune brand. Tel: 0161 491 9800 Web: www.clair-de-lune.co.uk

Soothing success Rooba’s Boo the Bunny wins Silver in the Mother & Baby Awards 2020.

Having been thoroughly tested by mums and their babies Boo received plenty of praise. The one piece design ensures no issues with mould and the handle allows even the smallest hands to hold and use on their own. The teether is 100% natural rubber that is safe, non-toxic and perfectly designed for babies to hold and reach those hard to get to back teeth. Boo the Bunny is plastic free and is fully recyclable or compostable at the end of use. Rooba is passionate about the planet and protecting it for future generations. Web: www.rooba.co.uk

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HPA Lanolin Nipple Cream Soothes and protects sore nipples and cracked skin

BRAND NEW LOOK

Same award-winning product

To find out more visit

lansinoh.co.uk Search for LansinohFamily on social media

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Slumberland win again Slumberland are delighted to have received an award for the third consecutive year at the 2020 Mother & Baby Awards, this time winning Bronze for safety. This win follows the brand’s success at last year’s Awards where they won Gold for safety and Silver for best sleep product. Steve Birds, Nursery National Account Manager, explains why the Slumberland Luxury Pocket Spring is a worthy award winner: “Using a chemical free cover with a natural anti-allergy treatment is a real selling point. Not to mention that all our products are manufactured here in the UK”. Email: steve.birds@relyon.co.uk

Firm favourite with mums Lansinoh HPA Lanolin sweeps the awards board. Baby

Scooping up two golds and one silver at this year’s Mother& Awards, Lansinoh’s HPA Lanolin remains a ﬁrm favourite with mums, and has been helping to soothe and protect sore, cracked nipples for over 35 years. This triple award-winning product is 100% natural & hypoallergenic with no perfume, taste or additives. There is no need to remove before breastfeeding making it safe for both mum and baby. It is also the only lanolin product to have received the British Allergy Foundation Seal of Approval. Web: www.lansinoh.co.uk

Train to win My Size Potty Train & Transition – Bronze Award Best Potty Training Product Mother&Baby 2020

Inspired by Award Winning My Size Potty, the Summer Infant My Size®Potty Transitions is your solution to potty training! Help little one’s transition from My Size to Real Size with this 2-in-1 potty training system. Features include realistic design and ﬂush sound, soft foam potty topper, and storage hook.

WHAT PARENTS LOVE • New & improved modern design with an additional toilet topper for added product longevity. • Looks, feels & sounds just like an adult toilet to encourage fast, eﬀective potty training. • Improved extra-large wipes & storage compartment. • Integrated splash guard. • Removable bowl for easy cleaning. Web: www.summerinfant.co.uk

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i-Spin 360™

BEST IN TEST

With Best in Test performance and the best ADAC score ever for a 360° spinning child seat, this pivoting protector is an all around winner. With i-Size certification, Guard Surround Safety ™ side impact protection and Simple Swivel™ for smooth one-hand spins, your little one will ride with the utmost of safety and easiest of function.

Share the joy at Joiebaby.com For more information and all sales enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

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Easy nappy star TotsBots shine again at M&B.

With more Mother&Baby Gold Awards than all the other reusable nappy brands put together, TotsBots continue to lead the way in both nappy design and product performance with their EasyFit Star. Their EasyFit Star is the ﬁrst reusable nappy to be made with fabric from recycled plastic bottles, giving parents the ability to reduce, reuse and recycle, one nappy change at a time! With the best fabrics, the best print designs and best eco credentials it’s easy to see why they are a ﬁrm favourite with parents to be. Web: www.totsbots.com

Bedside bliss Clair de Lune scoops gold.

The Clair de Lune Bedside Crib is a revolutionary design made from all-natural wicker with some fantastic features including: easy-access fold-down mesh panels, comfortable and supportive mattress, and a generously sized secure sleeping space. Designed for safe bedside sleeping it comes complete with a height adjustable stand with an amazing 10 settings so you can place it at the perfect height next to your bed, level with your mattress so you can maintain close contact during the night. What’s great is that it can also be used as a standalone crib in your bedroom, nursery and around the house too! Tel: 0161 491 9800 Web: www.clair-de-lune.co.uk

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Silver lining Naturalmat scoops silver for their Naturalmat Spring Mattress.

The Naturalmat Spring mattress is available in sizes from cot to single beds, and is a great option for little ones progressing to their first big bed, with a comfy layer of pocket springs combined with differing comfort options on either side. They are completely free from fire retardant chemicals, synthetic foams and other nasties and are naturally hypoallergenic, perfect for children with allergies. As with all of their baby mattresses, the Spring mattress is made by hand in their Devon workshop and can be made to measure to fit any cot, crib or bed. Tel: 01392 877 247 Web: www.naturalmat.co.uk

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retail TECHNOLOGY

Smarter Marketing with eReceipts Many years ago, when I started my first business, I remember lots of people were talking about the ‘paperless office’. What a great idea… everything digital, nothing wasted. Unfortunately here we are in 2019, still with an insatiable appetite for paper.

David Fairhurst

Head of Creative Online Marketing - Intelligent Retail

David Fairhurst Head of eCommerce, Intelligent Retail, www.intelligentretail.co.uk

David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London

very year, we consume vast quantities of paper. The environmentally aware of us will know that a good percentage of this paper nowadays is recycled and Government has put resource in place to at least encourage us all to get into the habit of separating our easily recyclable materials, yet still World consumption of paper is growing, by as much as 400% in the last 40 years. As the increasing use of paper means more and more trees are cut down, we have fewer trees available to absorb all the carbon dioxide and noxious gases that are being produced by farmed animals, volcanoes, industry and yes… those horrible, planet killing cars. Re-planting schemes certainly help, but as trees take time to grow, the pool of mature trees is getting smaller and smaller by the year.

eReceipts

If like me you marvel at the amount of waste that society creates and wonder what will happen when all the trees have been chopped down, you’re going to love the idea of eReceipts. If you’re also tasked with doing the marketing for your giftware business then you’re going to love eReceipts even more! Top eCommerce retailers like Argos, as well as banks and other institutions have started to use eReceipts as they oﬀer a whole host of beneﬁts not only

for retailers but also for customers. Instead of a paper till receipt, customers have the option to receive an electronic receipt via email and text message, plus all purchase history is stored alongside warranty information in an easy to access online account. For the customer, this means that further beneﬁt can be had, with instruction manuals, instructional videos and recipes for example being available alongside all this purchase history.

eReceipts can provide you, as a retailer, with the same sort of behavioural data that more intrusive technologies employ without customers feeling that they are being ‘spied on’, so you can precisely target offers to customers based on previous purchase history and brand identity. Benefits to Retailers

Image source, Pexels.com

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Marketing lives and dies on customer data, which is why schemes like Tesco’s Clubcard and the Nectar card scheme work so well for retail. Modern electronic marketing relies on huge amounts of social proﬁling, purchase and search history data whilst technology is getting smarter every day. Did you know that location tracking and embedded data on your

mobile phone can tell a retailer what you’re looking at, what interests you? eReceipts can provide you, as a retailer, with the same sort of behavioural data that more intrusive technologies employ without customers feeling that they are being ‘spied on’, so you can precisely target offers to customers based on previous purchase history and brand identity. This type of data can help you as a retailer to structure your offerings both in-store and online in a way which will capture the maximum spend and the best conversion rates. An Experian benchmark and trend report from 2014 highlights the potential financial benefits for retailers of using eReceipts as a customer communications channel, where revenue can show a 600% increase over traditional ‘spray and pray’ marketing techniques. This means using eReceipts to communicate timely, targetted marketing to your customers can give you a major advantage on your competitors whilst cutting waste and helping your customers in managing their purchases. Do you want an even bigger incentive to use eReceipts? Paper costs money and thermal receipt paper is even more expensive and may be potentially damaging. Add this to reduced need for rubbish collection at your premises (at exorbitant business collection rates!) means that savings in these areas can be put into smarter promotion for your business or improving your stock levels. There are also Worldwide shortages of thermal printer paper, as supply is effectively controlled by China, making eReceipts look even more financially attractive. So there you have it… it seems we are (finally) moving away from the need for paper and more towards electronic methods of servicing customers and marketing to those same customers, using freely available and very reliable data.

new!