Nursery Today by Lema Publishing

FEBRUARY 2018 ISSUE 5 VOLUME 21 Independently audited. ABC circulation of 4,204 1 July 2016 to 30 June 2017

SHOWCASING AT THE

Harrogate International Nursery Fair March 25th â&#x20AC;&#x201C; 27th 2018

2018

contents

FEBRUARY 2018 ISSUE 5 VOLUME 21

Re g ul a r s

Contributors

News

Spotted

file Retailer Pro

p Talking Sho

Christine Contreras christine@lemapublishing.co.uk

apshot Supplier Sn

Design Production Director

cts New Produ

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

Ad Manager

Gro Amy Walker, Gro’s Design Manager takes us through how their new AW19 collection will take shape.

Rainbow Designs Why it’s time to look at personalisation.

NSG Intelligent Retail David Fairhurst runs us through what links are and why you need them.

Paul Naish paul@lemapublishing.co.uk

Ross Hewitt This issue Ross takes a look at how to deal with complaints on Social Media.

Barking Mad John Barker runs us through the reality of opening a new store, and the hurdles they faced.

Publisher Mark Naish mark@lemapublishing.co.uk

Cover Story 18

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

p28

BabyStyle From humble beginnings in 1999 BabyStyle has enjoyed astronomical growth to become the renowned design house that it is today. We take a closer look.

p20

Features F 20 2

Swaddling

2 28

Nappies & Changing Equipment

3 36

Baby Shower Gifts

Lema Publishing Ltd

4 42

What’s Hot

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

4 44

Bathtime

Profiles P

www.nursery-today.co.uk

p36

Prince Lionheart

Clippasafe

p44

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

A member of the Audit Bureau of Circulation

p4 Introducing the new Tiny Tatty Teddy range by BreathableBaby, featuring the adorable grey bear. Tiny Tatty Teddy is the perfect choice for a gift for both boys and girls

For further information, please contact rachelle.harel@breathablebaby.com

25 - 27 March 2018

Harrogate Convention Centre, North Yorkshire

Register online now so you don’t miss exclusive show offers, plus lots of innovative ranges in the 2018 New Product Showcase

The UK’s only nursery trade show

www.nurseryfair.com Tel: 01902 880906

Email: adrian@nurseryfair.com NT February 18 - draft.indd 1

06/02/2018 10:34:50

editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag g

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h at front c o ver otuhris mont h fe a tu res t h e e g g stro ller, w h ic h h a s n o w b ec o me qu ite a ic on ic p ro duc t ,n an d B a b y S ty le a re an n oun c in g fu rt h er g oo d news!

re we all ready for the Harrogate International Nursery Fair? With registration now open and a new format this year, can you afford not to attend? No one is stating that the show has exceeded all expectations with regard to the show’s size and number of exhibitors this year, but what is evident is the number of new comers you will find, a new product showcase area, fantastic show seminars and plenty of great show offers that will be available to attendees only. You will also find brand names i i within the show halls, for example, V Venicci, Uppababy, Hauck, Cheeky Rascals, Joie, ABC Design, Obaby, Bebecar, Peg Perago, BeSafe, Clippasafe and Red Kite. Of course, you will also find BabyStyle who will be giving full demonstrations and invaluable advice across their ranges. Adrian Sneyd, show organiser, said: “We are delighted to have major brands returning to the 2018 show in March. “Many companies have left signing up to the last minute this year, but bookings are now coming in thick and fast and we look forward to showcasing some of the very best baby products that the industry has to offer.” Harrogate has a completely new look for

”

BabyStyle set to launch

22018 accommodating three different halls oof the Harrogate Convention Centre, with fe fewer entrances which will concentrate vi visitor flow in a structured way. To register simply visit www.nurseryfair. co co.uk You will see that our front cover this mo month features the egg stroller, which has be become a hit with the consumer, and Ba BabyStyle are announcing further good ne news! As you will see by our article (starting on page 18) they are set to launch the Oyster t year at Harrogate. 3 this Since the company’s inception in 1999 Ba BabyStyle has always been a fierce and truly pa passionate supporter of the independent nu nursery trade and sees them as the absolute life lifeblood and beating heart of its business and 2018 is set to be another outstanding year. You will also find a host of product features in this issue where we highlight products available within the world of swaddling (page 20), nappies and changing equipment (page 28), Baby Shower Gifts (page 36), What’s Hot (page 42) and Bathtime ranges (page 44). Talking of swaddling, this method has been around for centuries and is a category that continues to grow. However, with more consumers becoming aware of Hip Dysplasia, the industry has responded and there are great swaddles available that take this aspect onboard as a consideration

with their designs. Our FanFinders mini survey this month illustrates that over 75% of those surveyed bought a swaddle to assist in soothing their little ones, with more than 701 stating that they were aware of Hip Dysplasia. Finally, although it may only be February and June may seem quite a while away, for all the keen golfers out there we have announced our annual golf day event date for 2018. Held at Pickup Hall near Tewkesbury on the 19th June this, our 20th

Looking for swaddles? Turn to page 20.

lf D h courtesy annuall G Golf Day h has a new trophy of BabyStyle. The team four ball has always been fiercely fought for and now the winners can hold a handsome trophy in their showroom or office as proof of their participation. For more information contact Malcolm Naish on 01442 289930 or email malcolm@ lemapublishing.co.uk to secure your place.

Great designs for little people

www.hippychick.com

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434440 nursery today

news Continued growth for Skip Hop Resources combined

Joint venture between FanFinders and The Insight People has been announced bringing together a unique set of resources and skill sets which facilitates this exciting new venture. Parents Insights is one of the most comprehensive and dynamic market intelligence resources for all things parenting, mum and baby, and access to the portal will provide companies with direct, real-time data and insights that will enhance their knowledge and allow them to gain a comprehensive and in-depth knowledge of their target audience’s attitudes, behaviours and consumption. FanFinders, the dynamic MarTech start-up behind the unique ‘value exchange’ model, owns and operates the fastest growing parenting club in the UK, Your Baby Club, brings to the table access to their two million members. Nick Richardson, CEO of The Insight People says “Parents Insights will be the most comprehensive and dynamic form of market intelligence on parents and young children. Providing insight led reports and client access to real-time insight into parent’s and their eco-systems. We will survey 125 parents every single week (more than 6,000 a year) and produce four insight led reports per quarter, focusing on expecting parents, new-born babies, babies and toddlers. In addition to these reports we will also make all of the data available to clients via our real-time portal, which will enable subscribers to access and interrogate the data to their own specific needs” Between them, FanFinders and The Insight People already work with the likes of Sainsbury’s, Tesco, Amazon, DC Thomson, Finsbury Foods and Penguin Random House to name but a few. For more information, please contact hello@ theinsightspeople.com or call 0161 660 7691.

Team growth for Halilit Having introduced a number of new ranges to their portfolio Halilit is preparing for a period of significant growth with the appointment of Evie Johnson, Sales Account Manager. The appointment, Halilit explains, will provide the company with opportunities to develop their rapport with existing retailers as well as blossoming new relationships. Johnson joins the sales team following the unveiling of the new TrueDough and Rosa&Bo ranges. Evie can be contacted on 01254 872454 or Evie@halilit.co.uk

nursery today

Skip Hop has announced the launch of a new German operation, following a hugely successful full year of business in the UK. The operation will run out of the UK office, supported by a newly-recruited, dedicated team. Key Account Manager, Tobias Eberlein joined Skip Hop in January 2018, following years of proven sales experience within the toy industry in Europe. Eberlein will directly support the in-country launch into the German market in order to expand the brand’s distribution and fulfil the appetite for the brand. Julia Häusser will manage retailer relations and customer services. Email: ukoffice@skiphop.com Tel: 01582 434 250.

Mayborn Group acquires Gro Company Mayborn Group, the business behind the global superbrand Tommee Tippee, has announced the acquisition of one of the UK’s leading baby sleep brands, The Gro Company. Mayborn’s international growth strategy will be accelerated by the acquisition of Gro Company, marking a move to expand its business within the baby sleep-time category Commenting on the acquisition, Mayborn’s CEO, Steve Parkin said: “Gro Company has a fantastic range of well-loved and respected products which help parents get babies to sleep safely. It shares a number of synergies with our Tommee Tippee brand and we believe that we can use our global position to help grow this business dramatically and bring Gro’s sleep-time solutions to parents around the world.” Dave Gough, Chief Operating Officer for The Gro Company will remain in role to support and oversee the transition. He said: “Mayborn’s acquisition will mark a step change for Gro and enable us to bring our unique, innovative and trusted products to more parents around the world, helping them and their babies get a better nights’ sleep. Bringing together our trusted brand with Mayborn’s global infrastructure promises to be a fantastic marriage, enabling us scale up in a way that would have been impossible alone. I’m truly excited for the future of Gro Company.” Gro Company will continue to operate from its current offices in Exeter, UK where most of its 38 employees are based.

Major brands signed up for Harrogate

Harrogate International Nursery Fair confirms that more major brands have signed up to attend the 2018 show including Joie Children’s Products, Nuna, Rosy Fuentes and The Red Kite Baby Company. Adrian Sneyd, show organiser, said: “We are delighted to have all of the major brands returning to the 2018 show in March. Joie, Nuna and Red Kite will be joining a long list of well-loved brands such as BabyStyle, Bebecar, Cheeky Rascals, Hauck, Obaby, Peg Perego and Venicci to name just a few. Many companies have left signing up to the last minute this year, but bookings are now coming in thick and fast and we look forward to showcasing some of the very best baby products that the industry has to offer.” Harrogate has a completely new look for 2018 accommodating three different halls of the Harrogate Convention Centre, with fewer entrances which will concentrate visitor flow in a structured way. The show offers an unrivalled opportunity for manufacturers and suppliers of baby products to meet key industry buyers from multiple retailers, department stores and supermarkets to independent retailers from around the UK. More information and booking forms are available on the website at www. nurseryfair.com or contact Adrian on 01902 880906 or email: adrian@nurseryfair.com

Now booking for China The Baby Products Association’s UK Pavilion at CBME in Shanghai is now open for booking offering companies the opportunity to enter the fast-growing Chinese market. The show, which takes place from 25th to 27th July 2018 is the largest baby trade show in the world with almost 3,000 exhibitors and 88,000 trade buyers attending. The Department for International Trade (DIT) has allocated funding for this event, so companies wishing to attend could receive a TAP grant subject to eligibility. Companies participating in the UK Pavilion last year reported an outstanding show. Catherine Curtis of Baby Hub UK Ltd said: “There is great interest in new products and the potential value of orders could be very high,” whilst Nikos Tomadakis of Manmar commented: “CBME is a great exhibition with serious Chinese buyers and lots of visitors from Thailand, Korea and Japan. I think this is the best exhibition for South East Asia.” The Association has already received considerable interest from companies wishing to participate in the UK Pavilion this year, so with limited space available, potential exhibitors are advised to reserve space as soon as possible. To discuss stand options or for further information contact Simon Anslow on 01902 882280 or email: simon@nurseryfair.com

The perfect fit Clever Clogs Trading are delighted to announce they have been appointed as the Exclusive Distributors for Moby in the UK and Ireland. As part of the brand launch, Clever Clogs will be revealing the brand new MobyFit! This simple wrap was a huge hit at the ABC Kids Expo in Las Vegas. The MobyFit goes on like a t-shirt and tightens like a typical wrap, and because of its one-size-fits-all nature, the MobyFit is great for mums and dads of all body types. The new season Moby range features bold designs and exciting new fabrics. With a wrap for all tastes, from those who love bright colours to the current monochrome nursery trend, Moby makes carrying easy and effortlessly cool.

Keeping baby socks on!

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Contact sales@cleverclogstrading.co.uk for pricing and further information.

Exciting time for Apramo On Logistics, the exclusive distributor of Apramo nursery products for the UK & Ireland, are pleased to announce a new partnership with the well-known nursery wholesaler Babybase. From February 2018 Apramo’s newly launched collection of travel accessories will be available from Babybase, including dining booster seats, car seat protectors, mirrors and sun shades. To contact Babybase visit www.babybase.co.uk or email babybase.limited@ talk21.com or ring 01886 887758.

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...Easy to order directly from our NEW trade website... www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

nursery today

news Talking Trends Amy Walker, Gro’s Design Manager takes us through how their new AW19 collection will take shape.

s winter drags on everyone is beginning to plan their summer holidays whilst dreaming of lighter evenings. For me as Design Manager, I’m always looking forward, having just wrapped up our Spring Summer 2019 collection here at The Gro Company. So as the rest of the world begins to get excited about the summer of 2018, I’m off to begin our new AW19 collection research. I always find it a really positive and exciting time at the beginning of a season. It’s a time to recharge your creative batteries after a few months of development, which is sometimes challenging with a few hurdles to jump but now the baton is passed and we can plough on ahead to the next season. We kick off our season with Global Trend Shows, this year we’re attending Maison & Object, Playtime, Paris and Bubble, London to name a few. These along with city visits help me to form our mood boards and design influence for the coming season. After the success of our collaborative Anorak and Orla Kiely ranges, I find shows are also a great time to network with brands and designers, small or large. No one can deny that the S Sc Scandinavian c influence is still llargely la a weaving its way through o ou our u homes and nurseries, creating a clean, uncluttered way of living w with minimalist styling and g graphics. And whilst our recent s survey told us parents top choice iin nursery theme is grey, I can’t h help but inject colour into our c collections. Colour is fun after a al all! l So instead I’m using colour w wi wis wisely, i is weaving it through our ffuture collections. Injecting fun fu fut a an and n allowing kids to be kids but a al also l keeping the parents design ae a aesthetic e at the forefront of my m mind when creating the c collection.

Family values with Baby Elegance A mattress you can trust is one of the most important items purchased for baby. At Baby Elegance, they have been designing and manufacturing their own mattress range for over 35 years in their Dublin facility. Using only the best quality materials and the very latest technology, their mattresses are designed for comfort and comply with the highest BS safety standards. Paediatric Sleep Consultant and Best-Selling Author Lucy Wolfe is their brand ambassador. Lucy comments, “Baby Elegance is a family run and Irish owned business. Family values are at the core of both our philosophies - supporting parents, helping them make informed decisions and understanding that quality, safe and rested sleep begins with a quality mattress. We are here to help your family achieve great sleep and enjoy parenting life!” Web: www.babyelegance.co.uk Email: hello@babyelegance.co.uk

Cuddledry puts future talent first are set for social stardom this month

Students at Arts University Bournemouth when a campaign they devised for Cuddledry goes live. e Ellis Second year Visual Communication’s students Page Jones (20), Charlott tasked were ), pictured – (19 g Gin–Sin Ash student on Producti on Animati and (22), social ve innovati and new a by Dragon’s Den success story, Cuddledry to create ng campaign to engage new parents about their latest product launch – a pioneeri new ely complet g somethin bring to designed babies, and parents both washbag for to the babycare market. rs After carefully assessing the campaign brief, the team of budding markete global the for n campaig k Faceboo based n animatio targeted devised a highly retailer that will run from 27th January to 25th February 2018. Web: www.cuddledry.com

Hand to mouth Jodine O’Donoghue Boothby, founder of the baby teething brand Gummee will officially launch her book ‘Hand to Mouth’ : The Teething Troubles of Business and Babies’ on February 23rd, at Theo Paphitis’s SBS Conference in Birmingham at the ICC. Taking the form of a memoir, Boothby shares her story from high school dropout and bankruptcy, all the way to inventing the Worlds first teething mitten; Gummee glove, and the founding of the Gummee brand. It’s an experience that has seen her form friendships with Theo Paphitis, have tea at Number 10, and boldly prove that anyone can chase the most unlikely of their dreams. Web: www.gummee.life

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d e t t Spo Make it personal Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, takes a look at the personalisation market within the nursery marketplace. s we embark on 2018, one area of the nursery sector that is certainly experiencing growth, is the personalisation of plush baby essentials. Capturing and celebrating milestone occasions in a child’s life is important for all concerned. From the birth and Christening of the child, though to baby’s first Christmas and Birthday, they provide gifting opportunities where personalisation really does come into its own. Many gift buyers choose to purchase a cuddly toy or plush developmental toy to commemorate these occasions but the opportunity to personalise these beautiful nursery lines turns an off-the-shelf gift into a unique and extra special present. The addition of the child’s name and a memorable date to a product instantly makes it a one off, creating perceived added value. More importantly, it immediately becomes a much loved and treasured possession, and is considered a family keepsake. Personalisation is not a new concept but with the increasing requests to personalise our products, it is an area of the market that we are careful to take into consideration when developing our new lines. There are particular products such as comfort blankets, ‘my first’ lines and even booties and ring rattles that easily lend themselves to the inclusion of personal details. All of our classic licensed infant collections including nursery favourites; Peter Rabbit, Guess How Much I Love You and Classic Winnie the Pooh offer a number of lines suitable for personalisation. Customisation comes at a premium, but independent nursery retailers are certainly in the best position to offer and benefit from this added service, providing customers with a personal, unique offering that nursery sector customers are prepared to pay for.

Egg’s factor

Aston Merrygold was spotted recently at the launch of the brand new Quail stroller which was held at The Grove Hotel in Hertfordshire. The Quail is the all new compact stroller which looks set to become a firm favourite in the ever popular egg portfolio. The Quail is suitable for use from birth, it has been launched initially in four stunning colours and is available to order now. Aston is pictured here next to the Hollywood edition egg stroller with Andy Crane, the Managing Director of BabyStyle.

Web: www.babystyle.co.uk

Totally adorable

Grobag goes down a storm with the Keating family with the wife of Irish Singer Ronan Keating, Storm, posting adorable pictures onto her Instagram account of Ronan cuddling up with his littllest in his Kissing Squirrels Grobag. Storm Keating has over 77K followers and it’s great to see that they are big fans of Gro Company products. www.gro.co.uk

Hopping with happiness Happy Hopperz proved to be the real celebrities on the latest series of the Channel 5 favourite Big Brother where they featured in a task where the ‘celebrities’ were asked to entertain children, the Hopperz proved very popular! Web: www.hippychick.com

Giving all the right answers

The team at Cheeky Rascals were excited to spot Amanda Jenner, Founder of the ingenious My Carry Potty, answering the nation’s potty training questions on ITV’s popular daytime TV show, This Morning. The segment, titled ‘Potty Training Problems’ and presented by much-loved TV duo, Phillip Schofield and Holly Willoughby, invited viewers to call in and ask Amanda Jenner for advice on their potty training concerns and worries. Web: www.cheekyrascals.co.uk

nursery today

THE

BABYSTYLE TROPHY A NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 20th YEAR OF THE Y GOLF DA NURSERY DAY ‘NURSER Y TO TODAY’

To encourage the golﬁng crème de la crème of the baby and Nursery industry to get involved in a day of golf and essential Networking. The team four-ball has always been closely fought and up until now each team member has received a handsome memento of a great day’s golf.

NOW THE COMPANY THEY REPRESENT AS WINNERS OF THE FOUR-BALL COMPETITION WILL HOLD THIS HANDSOME TROPHY IN THEIR SHOWROOM/OFFICE FOR ONE YEAR AS PROOF OF THEIR PARTICIPATION IN THIS WONDERFUL SPORT MAKE A DATE IN YOUR DIARY FOR 2018 – TUESDAY THE 27TH JUNE PUCKRUP HALL – near Tewkesbury

For full details contact Malcolm Naish at Nursery Today on 01442 289930 or email malcolm@lemapublishing.co.uk to book your team’s place.

retail

JACK IN A BOX

Think outside the box Nursery Today had the pleasure to question independent retailer Katie Adamson, owner, Jack in a Box. Based in Mansfield we find out how this store has grown over the years and what is currently motivating them. parking. We also have ramped access and the floor space allowed me to have local warehousing. Since moving in two and a half years ago, we have further extended our shop floor space to enable us to carry more lines.

Do you have much competition within your locality?

Obviously every town has toy stores or car centres, but I chose to relocate to Mansfield as the local Mothercare store was closing and left a gap in the town for us. We are not too far from Nottingham and Chesterfield, but I am delighted to say we have customers who travel from much further afield to visit us

Tell us a littl e about your store - what was the motivation to open your doors?

That’s an easy one to answer! My now nine year old son, Jack! As a parent, I wanted to find a business that I could create for him and for his future. I knew the difficulties I had selecting the appropriate products for Jack when I was pregnant and I really thought I could do a good job in providing unbiased transparent advice to expectant parents.

What size floor space do you occupy?

Currently the floor space occupied is 5,000 ft.² of shop floor space, plus additional warehousing on and off site.

How did you decide on the location of your store?

Initially I opened my store in a local village; I relocated once within the village to get more shop floor space. It became apparent three years ago that I needed much larger premises so I moved a few miles down the road into wonderful premises in Mansfield. I selected the new store premises as it had plenty of floor space and ample free 12

nursery today

How do you drive traffic to your store?

Our marketing is largely word-of-mouth. We use Facebook extensively to promote new product lines, in-store promotions and other things, for example, competitions and news. Our strongest marketing tool is our existing customer base. Most of our new business comes from referrals from satisfied customers. Some people read our reviews online and are keen to visit us. We also carry a piece in the local edition of ‘lots 4 tots’ magazine and last year we took an exhibition space in the local indoor shopping precinct which proved very successful.

Is social media important to you?

Social media is very important to us it is our primary route to market. It is also used to contact our customers. We allow customers to message us with questions and queries at any time. All of my team can reply, so messages are usually handled promptly. Where items are ordered we sometimes message to let our customer’s know that the product is in-store, although we prefer to call if possible.

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How important is your web website to you? Do you offer the same products in-store as you do online?

marke our existing We do have a website however it’s not our ma focus. We do not sell online and we customer base. main have hav no intention of selling online. We r ou of Most are a traditional bricks and mortar bu and believe that our success is new business business based ba on the service and advice we offer m fro comes in store. Of course should a customer wish to referra ls from message m and order something over the ed sfi sati phone p we would be delighted to customers. dispatch d it to them. However we much prefer customers to come and visit as it’s p le op pe Some n to put a face to a name and also nice m we can ask questions about their read our reviews means l lifestyle and what it is they want from e ar d an on line t product to make sure we get the the keen to visit right product for them. r With wheel goods and car seats it us.” m means we can go out to the car park a make sure the items fit correctly in and ca and with car seat fitting we can the car make sure that parents are shown exactly how the manufacturers intended the seat to be fitted.

Do you have a particular product category that you feel you are known for your expertise within?

Clearly our primary sales are wheeled goods but we have a good selection of bedroom furniture, accessories, feeding equipment, car seats and safety items. I’d like to think both I and my staff are extremely well versed in all of our wheeled good products and indeed the competitor products we may not stock so that we can offer unbiased advice.

Are brands important to you? Do you also look at products that may not be so brand focussed, but may offer a point of difference?

Some customers may come in looking for a particular brand, but we deliberately do not put extensive manufacturer branding in store. All of the displays are branded as Jack-in-aBox and we try to find the most suitable product. We carry something from entry level to premium and it’s not always the most obvious product that the customer will select. We prefer that they select based on functional fit and size rather than brand-name. I am responsible for all the purchasing for Jack-in-a-Box and I buy products that are innovative, of good quality and from reputable supply sources. I don’t always buy products only that perhaps I would have bought for myself because I realise that people have varying tastes. However I do make sure that the products I buy are good quality and have solid after sales back up.

Do you feel we have sufficient innovation and ample new product launches throughout the year?

Innovation and new product launches are always interesting. These can be driven by legislative changes that forced products to change or someone has had what I would refer to as one of those ‘blinding flashes of the obvious’. That perfect product that somebody should’ve thought about years ago and none of us did! I truly hope that those entrepreneurs make an absolute fortune for doing that they are doing. It makes our role exciting; finding new and better ways to do things. Whether that is a change to a mechanism on a pushchair that makes it fold smaller or easier to handle or just something on a highchair that makes it super safe for our children. They all are important to our industry and it is one of the reasons why I attend our tradeshows to see what the companies are bringing in the forthcoming seasons.

Is there a particular product category that performs well for you?

Wheeled goods are always our top seller, however we have a very solid second place with our car seats. We dedicated a large area of the store to the car seat safety centre where we can display a number of car seats. We have car rigs and space for people to sit down and go through literature before making their decisions. Last year we extended the store and have created a nursery section which has a large number of furniture

products displayed and allows people to see how the furniture would look in their homes.

THE

BABY GO ROUND COLLECTION

You recently won The Chad Business Awards. How did you achieve this and how important to you was this win? The business awards were a total surprise. We entered two categories, small business of the year and retailer of the year. We provided the evidence based on the requirements of the judging panel and we were ‘highly commended’ as small business of the year. I was totally shocked when I heard them read the citation for Retailer of the Year against 40 other companies based around Mansfield. It’s nice for our staff to be recognised for the excellent work they put in week in, week out for the judges to decide that we were indeed a retailer of the year. It was an important win for us because it placed us in front of a number of much larger companies in different industries to prove that the nursery industry is one that should be taken seriously.

BABY GO ROUND JIVE Electronic walker

BABY GO ROUND PLAYCENTER 4in1 Entertainer

How do you keep up with current consumer trends?

The only way to keep up with current consumer trends is research and look at what the other people in the marketplace are doing and I spend a lot of my time doing that! Also I make sure I attend the tradeshows to see what else is hot or what could be hot. It is sometimes interesting to see what is trending in other countries that we may follow here in the UK.

What nursery trade shows do you intend to visit this year?

JUMPAROUND Activity jumper

This year will be going to Harrogate and of course to Cologne. If I see tradeshows focused on particular product ranges within our marketplace I may choose to go.

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

Exciting plans - there are always exciting plans! We have a few things I cannot share with you (yet!). But, as well as a new supplier being featured in our Car Seat Centre in February, Jack has also been asked to do some of his demonstration videos for some additional manufacturers which we will post on our Facebook page as soon as they are ready.

BABY GO ROUND TWIST 2in1 Rocker / walker

AVAILABLE NOW

Call our sales team on 01454 326 555 theredkitebabycoltd redkitebaby

Check out our website redkitebaby.co.uk

nursery today

Advertorial DOREL

nursery today

talking shop This issue we speak to established independent retailers to find out their thoughts on the year ahead.

Helen Hickman

BUMPSTART BABYSHOP

Do you feel there will be a particular product category that will soar this year? I think that there are some very exciting new products and colours in the wheeled good ranges. Generally all “parents to be” seem think of the big purchase being their pram. After all it is the product that you show your littlee one off in, and looking at social media, it seems to be the item (other than the baby) which is featured heavily in photos. I’m not sure if any category will “soar” but I would think that wheeled goods will feature heavily. We really should refer to ourselves as a wheeled goods and car seat specialist. We are finding that other categories can be difficult to sell, and it is frustrating at times to be in direct competition with certain suppliers themselves when they sell online direct too. We have found this particularly with cribs and moses baskets. Moses basket sales have dropped through the floorboards, and cribs are following! What is selling well at the moment? We are doing well with iCandy, having just been appointed as one of their new Brand Ambassadors. We are very excited about this and look forward to the launch of the new Peach (we were fortunate enough to be invited to choose the new “Independent” colour - hope we have got it right), and iCandy Land Rover pram. We are also farmers, so it is very apt that we will be stocking it! We are doing really well with Venicci and Uppababy too. Silver Cross Pioneer and the Egg continue to be steady sellers. Are you experiencing a higher level of customers buying in store rather than online? We have always had more customers in store than online - our website is used very much as a shop window. We are very well known (as are most independent retailers) for our high level of customer service. There is always going to be customers who want everything for nothing, and who will use our expertise before going off and buying what they want for as little as they can, but we seem to be holding our own with sales, and January was very busy with customer orders - paying full price, rather than buying clearance items.

HELLO BABY H

Rebecca Murley

D you feel there will be a particular product category that will soar this year? Do I tthink that the usual range of products will continue to sell well throughout this year. There does seem to be more of a focus on licensed thr nursery products, with quite a few of our suppliers launching Disney nur lines. line I have confidence that these will do well as they will be popular with pare parents as well as ideal gifts for newborns. What is selling well at the moment? Now Christmas is out of the way, toy sales have slowed down, though still going strong. The first few months of the year we always see an uplift in sales on the Prams/Strollers and car seats. Baby Jogger has been particularly popular this month. Are you experiencing a higher level of customers buying in store rather than online? We have had an increased number of customers in store so far in 2018. Customers like to be able to see, touch and try out items, particularly the large ticket products. However this hasn’t affected our online sales, the in-store sales have just added to our total.

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Derek Bavaird JAN STEWART PRAMS

How has 2018 been so far? As usual this year started with a bang and most customers are actively seeking a bargain, so nothing new there then. Some of our partners within the industry are actively putting retail bundles together which are proving very popular with our customers. Why are bundles proving popular for you? Whenever we have flash price points consumers rarely ask for further discounts, this is good for everyone all round and it seems that when customers view a “bargain bundle” they possibly feel that there is no point shopping around further perhaps feeling that it has already been cut to the bone. So long may the “bargain bundles” continue. These bundles, I assume, will make it easier for manufacturers to order stocks as they will know exactly the accessory numbers that they require to produce, no accessory overstocks, it makes sense! What are your feelings about selling online? Jan and I have never bought into selling online, instead we have always made huge investments in our stores. Rightly or wrongly this is our chosen position and I can’t see it changing anytime soon. I doubt very much if any new mum would shop online without visiting a showroom in the first instance. In our opinion nursery never will be a two dimensional business and it is crucial that store retailers actively convert browsers into buyers. Bricks and mortar retailers will always have the edge over internet only traders, we are “real people” offering a very personable experience.

It’s good to talk! Fancy having your say about the nursery industry? Just drop editor Penny Franks an email at penny@lemapublishing.co.uk. You and your business could appear in the next issue of Nursery Today.

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Cover Story BABYSTYLE

Full of promise 2018 is set to become another stellar year in the history of BabyStyle. From humble beginnings in 1999 the company has enjoyed astronomical growth to become the renowned design house that it is today. abyStyle’s strengths can be aligned to the outstanding and innovative products that they continually bring to the marketplace and also to the dedication of their hard working and enthusiastic team, including some unsung heroes (more on those later). It does seem rather remarkable to believe that the Oyster brand only became a reality in 2009, since then the growth of BabyStyle’s little gem has been nothing short of monumental. BabyStyle have never been a

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company to rest on their laurels ls w and to illustrate this, the all new Oyster 3 will be unveiled next month at Harrogate. The Oyster 3 builds on the success of both the original Oyster and d the Oyster 2 bringing together the stand out features from both of these while also incorporating comments, needs and demands received from both retailers and consumers thus ensuring that the Oyster 3 is set to become another iconic member of the Oyster family. Colourways for the

“ M o vin g fo r w a rd

an d look in g a h e a d to t h e H a r ro g a te N u r sery Fa ir in M a r c h , B a b y S ty le a re set to fill t h eir stan d on c e a g a in w it h s a mp les fro m t h eir in c re a s in g ly va rie d r an g e ”

Oyster 3 along with matching car seats and bases will be on display at Harrogate. Moving forward and looking ahead to the H Harrogate Nursery Fair in M March, BabyStyle are set to fill their stand once again with samples from their w in increasingly varied range. For example, the new and compact Quail by egg, which co is ffeatured on the front cover of this issue of Nursery Today, will be displayed within the egg section of their stand. sect The Quail has received some very favourable reviews in som short time span since its a sh launch at The Grove Hotel in laun December 2017 and looks set to Dec follow in the footsteps of its big foll brother the egg. b

le h a s y t S y b a B n io t p e c e c o mp any ’s inan d truly p a s s ion a te h t e c in S “ a lw a y s b een a fi er c e ent nu r sery tra de an d in dep en d s upp o rter o f t thhe e a b s o lute li fe b loo d an d b e a t in g sees t h e m a s e a rt o f its bus in es s `. ” h

Egg naturally will also be on display and this brand is set to showcase some stunning new editions in their dedicated section of the stand. The Hybrid and Prestige ranges will also feature at Harrogate and BabyStyle look to further reinforce the collaboration between themselves and Rockit whose inventors will be in attendance demonstrating this unique product. It doesn’t end there! Samples from the ever popular Charnwood furniture collection will be on display together with the long awaited Oyster Carapace car seats and knowing BabyStyle as well as we do you can be assured that some “Harrogate Only” deals (as yet unannounced) are sure to be available to visiting retailers. Since the company’s inception BabyStyle has always been a fierce and truly passionate supporter of the independent nursery trade and sees them as the absolute lifeblood and beating heart of its business. However, during these troubling times that we are all experiencing when bad news seems to greet us far too frequently, it is proving increasing hard to find a level playing field for everyone to perform on. You can be assured though that the continued commitment to independents is at the forefront of what BabyStyle do and believe in, this strategy looks set to continue. Exclusive and striking collections will continue to be made available to independent retailers only such as the new stunning Oyster Rose Gold, which follows on from previous successful

independent only compilations and adds further emphasis to this important policy. So in short BabyStyle have started 2018 exactly how they finished 2017, full of promise, ideas and innovation, but still with a job to complete - have you seen their new catalogue for 2018? It is 90 pages packed full of quality products all available from a trusted and notable British company, surely

that must be something worth shouting about at the moment? Web: www.babystyle.co.uk

The unsung heroes To end this lets take you right back to the beginning where we mentioned some unsung heroes, and we would now like to introduce you to them. The BabyStyle warehouse team who are the unsung heroes of BabyStyle. These are the guys who arrive early, finish late and spend each day tirelessly collating and packing orders and pallets always endeavouring to fulfil all customer requirements in the time constraints detailed. No longer just a voice on the phone we can now reveal this hard working team to you.

The BabyStyle Warehouse Team: Front Row from left to right: John, JJ, Alex, Matt Back Row from left to right: Harry, Darryl, Colin, Sam, Dalton

nursery today

focus SWADDLING Image courtesy of Clever Clogs

Natural position Swaddling has been around for centuries and we continue to experience a growth in the popularity of products that have been developed to assist. We take a closer look. ne of the first achievements a new mum and dad hope to attain immediately after the birth of their little one is getting their new born baby to sleep and into a solid routine. A calm environment mixed with comfort, security and warmth are all just a couple of things that contribute to a baby not only falling asleep but remaining in the land of nod until their needs wake them otherwise. This is where swaddling comes in. By using this proven method, parents are finding that their babies perhaps cry less, sleep better and have a better feeling of self-security. Swaddling is not a new concept – this technique can be found since the earliest days of civilisation and current trends are most definitely showing that this is still as popular today as it was ‘way back when’. Swaddling helps baby feel more secure and previously the art of ‘how to swaddle’ correctly was something that was taught. Now however, through innovation and clever design, this has become a more practical category for many parents. We asked independent retailer Rebecca Murley (Hello Baby) whether their customers were more aware of swaddles. “A vast majority of our customers are aware of swaddles and intend to use swaddling blankets in one way or another. “In the past 12 months we have taken on new brands, which include Swaddles as part of their range. There has been good demand for these items and we intend to increase our range for SS18.” If we are seeing an increase in the popularity of swaddles, does that mean we are experiencing abetter level of awareness and understanding on how to correctly swaddle? Pascale McBain (Marketing Manager Europe, Aden + Anais) told us: “Swaddling has had a great resurgence over the last decade, so yes, we’re finding lots of parents who know how to swaddle. Midwives often show parents how to swaddle correctly, and many mothers teach their daughters too.” With more parents actively aware of swaddling

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and the benefits, surely this then would be a practice that is heavily researched prior to purchase? Rob Pascoe (Group Commercial and Marketing Director, Gro Company) commented: “Parents lives are online now, from connecting with friends and family to getting advice. With approximately 97% of parents reading parenting media online we know they are researching what is available in the marketplace online even if they make that purchase in high street shops.” Joanne Gray (Marketing Consultant, Summer Infant) also feels that having detailed information on manufacturer and supplier websites is important as these are the portals for information hungry mums. They have seen this first hand by the number of visitors to their website and social media channels. “The traffic to our website for SwaddleMe and the views of our SwaddleMe videos on YouTube are certainly testament to that, I think what people are researching are mainly ‘how to’ and the benefits of swaddling, as well as reviews of the swaddle products on the market.” One subject that is often spoken about with regard to swaddling is the subject of Hip Dysplasia. Are consumers now better informed about this? Rebecca feels more could be done as it would appear that their customers are not aware of this. We asked Rob for his comments on how they are trying to better educate the consumer. “Hip Dysplasia is very much a concern for parents when choosing a swaddle product. On our Sleep club site www.sleep-club.co.uk ‘How to go about swaddling’ is one of the top three articles accessed by parents. While parents and parents to be are aware that there can be issues with Hip Dysplasia they don’t necessarily know how to address it and swaddle safely. “We always aim to give clear guidance on how to swaddle safely, both of our swaddle products the Grosnug and the Hip-healthy Groswaddle have been created to support healthy hip development and have been acknowledged as doing so by the

International Hip Dysplasia Institute.” What are the benefits though to retailers who stock these? Joanne Gray (Marketing Consultant, Summer Infant) told us: “Aside from the year round sales opportunity, by stocking a staged swaddle range that has products suitable for the different ages and stages from 0-2 yrs, such as SwaddleMe - there is strong potential to encourage brand loyalty and see repeat sales over the 1-2 year period. Also, given the nature of the product - consumers are likely to buy multiples, so it provides a good opportunity for multi-buy promotions and mechanics to increase the weight of purchase.”

The survey says… Did you find swaddling helpful to sooth your baby?

Yes: 975 (75.8%) No: 315 (24.2%) Did you buy a swaddle that was designed for this purpose?

Yes: 682 (52.5%) No: 618 (47.5%) Was this something that you researched online?

Yes: 771 (59.3%) No: 529 (40.7%) Were you aware of Hip Dysplasia?

Yes: 701 (53.9%) No: 599 (46.1%)

The 2 in 1 Swaddle and Newborn Grobag from safer sleep experts The Gro Company. The Grosnug allows parents to swaddle their baby with arms in or out, helping everyone to get a great nightâ&#x20AC;&#x2122;s sleep. Simple to use with a long zip that opens from the bottom to make night time nappy changes easy. To find out more email trade@gro.co.uk or call 01392 347111

focus SWADDLING

Perfect swaddle solution A perfect first sleep solution for babies the Hip-healthy Groswaddle makes a great gift for new babies. A unique pocket design creates a large space for Hip-healthy Leg Position making it simple for parents to swaddle safely and is acknowledged as Hip-healthy by the International Hip Dysplasia Institute. In soft jersey cotton that washes brilliantly two fresh new designs are available this season. Tel: 01392 347 111 Web: www.gro.co.uk

Essential for bonding Little Chick London’s gorgeous new Swaddle Robe is a unique design allowing important skin-to-skin contact with the parent – which stabilises the baby’s heart rate and body temperature; baby is 12 times less likely to cry, and in turn reduces anxiety in parents. The New Born Swaddle Robe – which won Highly Commended in the Baby Products Association’s 2017 BANTA Awards – is made from super soft bamboo towelling and is gentle on a baby’s skin but quick drying for warmth. The soft hooded towel has swaddle wings to wrap baby and a tie belt to help snuggle them dry. The unique design keeps baby’s head, back and feet covered, but allows important skin to skin contact with the parent’s torso – creating the ultimate bonding experience which is so important in the early days and weeks of life. Tel: 07976 773486 Email: hello@littlechick.london

Exclusively yours Made of an oh-so-soft luxury muslin blend, Bébé au Lait Swaddle Blankets are ultra soft, ultra breathable, and perfectly sized for a snug and secure swaddle. The colourful, modern, kid-inspired patterns are so stylish that you’ll want to use your Swaddle Blanket everywhere — as a sunshade over a stroller or car seat or a light blanket into the toddler years.

Email: sales@cleverclogstrading.co.uk Web: www.cleverclogstrading.co.uk

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AA4509_EU_Nursery Today_Full Page January - v2.indd 1

PRIMA BABY

FO RM

26/01/2018 14:10

feature

ADEN + ANAIS

Wonderful Disney a aden + anais unveils its second collaboration with Disney, revealing a truly enchanted collection of baby D essentials e nce again, the magic of soft, breathable muslin meets the wonder of Disney in the newest collaboration from aden + anais and Disney Baby. Building upon tthe success of the first aden + anais X Disney Baby ccollection launched in 2016, the lifestyle baby brand wo w worked closely with Disney to create another set of eelev elevated prints that capture the essence of beloved ccha characters while maintaining aden + anais’ signature sstyl style and function. The launch includes aden + ana anais’ most popular 100% cotton muslin essentials fea featuring three Disney classics: Aristocats, 101 Da Dalmatians, and The Lion King. aden + anais Tex Textile Designer Jess Terry Durdaller was in large par part inspired by each story’s setting when creating the prints. “Paris and London play a big role in Ari Aristocats and 101 Dalmatians respectively, while Th The Lion King unfolds throughout Kenya’s plains and jungles. I tapped into the vibe of these locations to h help create the mood for each collection,” exp explains Durdaller. aden + anais brought the col collection to life in its first-ever European campaign photoshoot with photographer Leonie Freeman. ph Fr Freeman designed three different sets, each of wh complemented a different classic. Defined by which m minimalistic Parisian touches, the Marie collection is showcased in an understated yet elegant environment. The 101 Dalmatians designs are en p photographed with props featuring modern British touches, and The Lion King campaign to in incorporates earthy elements with touches of g greenery to bring a sense of the outdoors in. Launching across Europe in February 2018, t these nostalgic designs are sure to delight everyone, from little ones to the young at

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heart. Available as swaddle four pack (£46.95), dream blanket (£46.95), muslin squares (£21.00), burpy bibs (£20.95), snap bibs (£20.95) and sleeping bags (£29.95 - coming from march).

The Aristocats - Marie

This whimsical muslin collection captures the sassy spirit of Marie, the fancy feline featured in Aristocats, with uplifting statement prints featuring a colour palette as sophisticated as Marie’s upbringing. Pink hues make a bold appearance for a bright, fun vibe. The eye-catching designs follow the curious kitten’s many adventures, taking your little one along for the ride through the streets of Paris and beyond.

101 Dalmatians

Unleash the excitement of 101 Dalmations with this edgy muslin collection depicting the playful pups in bold, graphic prints. A celebration of family, fun, and bravery, the black and white designs include collages, animal prints, and London cityscapes, bringing the Disney classic to life for little one with statement-making style.

The Lion King

Let little ones feel the love tonight with this jungleinspired muslin collection based on The Lion King. Vibrant hues thrive in hand-drawn sketches that illustrate young Simba’s carefree childhood with romps through the jungle and memorable moments with his father by his side. The epitome of safari chic, bright tropical prints and large scale leaf prints give a nod to the classic’s African setting. Web: www.adenandanais.co.uk

Parenting is twenty-four-seven, and so is Bebe au Lait! From nap time to play time, bath time to dinner time, Bebe au Lait has all the products to make every moment you spend with your little ones as easy, safe and stylish as can be.

Distributed in the UK & Ireland by Clever Clogs www.cleverclogstrading.co.uk /www.cleverclogs.ie

social media ROSS HEWITT

Your digital ears This issue Ross Hewitt takes a look at how to deal with complaints on Social Media. t is part of life for just about every business who makes or sells something. At some point in time someone somewhere iin the supply chain will make a m mistake. If that mistake happens to aaffect a consumer who is very active oon social media then they are likely to make a noise, and this is where you m need to react quickly and efficiently to n ttry and turn the negative into a positive (or shift it to neutral at least!). p

LListen

in g t , M an a g an d it w e H s s Ro Pi e o f S ec ret l M e d i a ’. r o t c e ir D ia ‘S avvy S oc in g a ut h o r o f h is d ig ita l m a rket st r n R o s s b e g a 9 8 an d h a d h is fi y tr 19 c a reer in t h e nu r sery in dus o t g& fo r a y in f M a rket in ro s s in o d a e H s a ver C c e fo r S il ec ret Pi e in r e m m o c E S e set up g 2 0 0 8 . H d h a s b een h e lp in n a d e v lo 2 0 10 foun d an d t e g s t n e . li e c r s in c on lin e eve i e .c o .uk etp w w w.sec r etp i e .c o .uk ec r | R o s s @ s 4 10 0 2 7 | 0 1 9 0 4 ec ret _ Pi e @S | Tw itter :

nursery today

Y need to be able to pick up on any You mentions th that are made about your qu business quickly after they get posted. That mean means you need to make sure that your digital d ‘ears’ are as effective as possible. possible

Visit your social media accounts daily. You don’t have to post something every day, but you do need to be actively checking your account so that if someone has sent a message or posted a comment then you will see it and be able to respond in a timely manner.

Respond Read the negative comment or message a few times through, at a sensible pace so that you digest fully what the person is saying. Do not skim read it or you may miss out on some important words or semantics that are crucial to the issue being raised. If you know that a little bit of investigation needs to be done on your

part, then the first job is to acknowledge the complaint and promise to come back to them very soon when you have investigated the issue. That is a promise that you MUST keep. A simple reply such as “Thank you XXXX for raising this matter with us. I am very sorry that you have experienced this problem and I promise that I am looking into to it right now and will come back to you very shortly.” Responding quickly is key as it instantly nips any further posts about lack of care in the bud. ‘I’ is also a lot more personal than ‘We’. Never ignore a negative comment no matter

how unfair it seems or how angry their words have made you. Keep emotions out of it and send them an initial caring response.

Fix It Always look for a way to fix the problem that the customer has experienced. Try not to get into any sort of debate in a public forum that could become argumentative, as you will never ‘win’ in these situations and you may end up making the issue much bigger than it ever needed to be. Wherever possible, keep the discussion in the public zone. It is not best practice to try and get the issue taken offline as quickly as possible. The goal should always be to publicly demonstrate that you care about the problem and the person and to resolve it quickly and efficiently.

Tempt in g as it m ay be , never reso rt to de let in g ne ga tive co m ments or po sts stra igh t off th e ba t. You must try an d get to th e bottom of th e prob le m an d fix it an d have a happ ier customer at th e en d of th e proc es s.

If the person you are dealing with is being completely unreasonable then be confident that their public responses will be viewed as obtuse by other people who tune into the conversation.

Delete as a last resort Tempting as it may be, never resort to deleting negative comments or posts straight off the bat. You must try and get to the bottom of the problem and fix it and have a happier customer at the end of the process. If you delete something negative without any justification, then you may add fuel to the flames. Once the person who raised the complaint realises that you have simply deleted it they will push back and be even more vocal and may start to get some vocal sympathy from other customers. That said, don’t stand for posts that include

profanity, racism or personal naming or attacks on team members. These do get the delete treatment and it is easy to explain why if you get questioned about it. Remember, as this gets forgotten sometimes, they are YOUR social media pages, so you do get the final say in what stays published and what gets deleted. But if you engage with

people in the spirit of great customer service and treat them as a person that you want to make happy then you will have some good content that you may very well want to stay publicly available to future visitors. The old English adage is true… you can’t be everybody’s darling, but you can get most people’s respect if you play fair and prove that you care.

Designed and engineered in Germany

Are you bursting with energy? Does your heart beat in tune with the times? Do you think life is for living and do you want to bond with your baby and make the family years the best time of your life? Then experience the joy of living with the Salsa. The Salsa is suitable from birth and is dynamic, lightweight and extremely easy to manoeuvre. Simple to fold and surprisingly compact when folded with the seat unit supporting a maximum weight of 25kg. Including UPF 50+ sun protection and extendable hoods. Front swivel wheels enhance its agility with ball bearings and integrated suspension also adding to the smoothness of the ride, even on the biggest rural adventures. Stylish materials in a choice of 5 colours with elegant leather effect trim, large shopping basket, adjustable handle and lightweight chassis. Lots of extras in the box, including alternative car seat adapters offering you value for money and the option to add a Maxi Cosi, Cybex or Kiddy car seat to complement your Salsa.

Race

Key Features include:• Chassis (lightweight and compact fold) • Carrycot (suitable from birth and for overnight sleeping) • Seat unit (with large 25kg maximum capacity seat unit) • Car seat adapters (compatible with Maxi-Cosi, Cybex and Kiddy) • Mosquito net (for use with carrycot and seat unit) • Cup holder (with numerous accessory points on chassis to attach) • Raincover

Piano

Leaf

Mountain

Race

Walnut

abc-design.uk.com

Think Baby.

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focus NAPPIES & CHANGING

Change it up When it comes to changing nappies, it’s not just the nappy itself that’s important, there is a plethora of products available, making way for a world of opportunities for nursery retailers. appy changing is a daily routine for all who have a baby or infant, and as such we are fortunate that there are many products available that have been cleverly designed to assist. Products that fall into this category are extensive and can include changing mats and bags, nappy wipes/sacks/bins and creams - the list can be quite exhausting and of course there is the nappy.

The survey says…

Nursery market specialists FanFinders surveyed 1,400 consumers via their online platform Your Baby Club focussing on nappies and changing equipment. Here’s the results. Did you use reusable nappies?

Yes: 209 (14.9%) No: 1191 (85.1%) Was this a cost consideration?

Yes: 592 (42.3%) No: 808 (57.7%) Did you feel there was sufficient information available on how to use these?

Yes: 707 (50.5%) No: 693 (49.5%) If you used disposable nappies, did you purchase a nappy bin?

Yes: 592 (42.3%) No: 808 (57.7%) Did you purchase nursery furniture that included a nappy change area?

Yes: 749 (53.5%) No: 651 (46.5%) Were brands important to you when buying products in this category?

Yes: 514 (36.7%) No: 886 (63.3%)

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When we look at the nappy itself, many parents are now cottoning onto the simple fact that by investing in a good cloth nappy system they could actually save money. Real nappies could save your customers up to £500 per child and this price will rise if the nappies are reused for subsequent children. An initial payment is required for a good reusable cloth nappy system at the start of use, but this is a one-off cost and it is always wise to point out that once purchased, parents may never need to add ‘disposable nappies as part of their weekly shop. Although the one off cost for real nappies will be between £300-400; parents will end up spending four times this amount on disposables over a two and a half year period. Disposable nappies in landfill take hundreds of years to degrade, but also have a big impact through the manufacturing, transport and chemicals they require. Real nappies not only reduce this waste dramatically, but they have an overall lesser impact on our environment. Finally, remember that a good changing bag is a must have for any discerning mum whilst out and about. Style verses functionality play a pivotal role in this sector. A changing bag is viewed as an essential fashion accessory. Modern parents are searching for design led products, but these must also offer practical functions and benefits. Changing bags are very much a fashion led staple for many retailers and is a product category that is always on trend. Nappy changing doesn’t just take place in the home – so for the ‘out and about’ parent a practical changing bag is essential.

Sweet smelling

As one of longest reignin g nappy bins on the market, the award-winn ing Angelcare Nappy Disposal System is the mo st convenient and hygienic way of disposing of dirty nappies. Featuring OdourSeal tec hnology designed to keep bad smells at bay, thi s simple-to-use system makes for a happie r, more fragrant home: let’s face it, not all baby smells are nice! One refill cassette is includ ed with the Nappy Disposal System, which is nor mally enough for up to one mo nth of usage. Once the nappy days are over, this 2-in-1 bin works perfectly as a family bathro om bin for extra product value and longev ity.

Tel: 01785 503305 Web: www.hardenberg co.

co.uk

Duo Signature Tote – Grey Melange and Soft Slate

Duo Backpack – Olive Mini Grid and Grey Melange

well-curated smartly designed essentials for parents, babies and toddlers

Greenwich Backpack – Black and Olive

Forma Backpack - Jet Black, Latte, Peacock

We’ve introduced some new changing bags to our range and would love for you to see them! To talk about becoming a stockist, contact our UK office. WWW.SKIPHOP.COM

UK Progressive Preschool Ad.indd 1

Email: ukoffice@skiphop.com | Tel: 01582 434250

6/26/17 10:08 AM

focus NAPPIES & CHANGING

Fearless in style Already hugely popular in the US, Clever Clogs are delighted to bring Petunia Pickle Bottom to the UK and Ireland. Metropolitan practicality meets Soho fashions in this exciting range of changing bags and accessories. Petunia Pickle Bottom delight in bringing fearless style and sophistication to the world of modern motherhood with bold patterns and smart design. Email: sales@cleverclogstrading.co.uk Web: www.cleverclogstrading.co.uk

o On the g h yet functional e parenting brand, which offers stylis

Skip Hop, the innovativ its Duo Signature changing bag for ‘must-haves made better’ has updated 2018! urite changing bag to the next The New Duo Signature takes this favo the updated Duo Signature now level of functionality and style. Plus red Mélange fabrics. Available in features vegan leather details and textu ys, featuring ten pockets including a Grey Melange and Soft Slate colourwa et, plus the ability to hold a tablet d-ring for toys and dummy-specific pock ionable and functional. Available in or laptops up to 15”, it is funky, fash , the New Duo Backpack also features Grey Melange and Olive Mini Grid ange fabrics, as well as an additional Mel vegan leather details and textured ern zip backpack for those who own quick grab-handle on the front and mod on-the-go. Web: www.skiphop.com

All that matters East Coast Nursery have a fresh new collection of changing mats, now in stock. The Essentials collection comprises three pastelcoloured mats with cheeky slogans in a value size – ideal for a spare mat downstairs. And just as they were 40 years ago, these changing mats are still proudly made in the UK. For parents seeking something bold, the Traffic Jam, Clever Clogs and Animal Antics changing mats feature fun, bright prints; or try one of the three Fisher-Price changing mat designs from East Coast. For those with a more neutral palette, the new Wedge changing mat has a stylish taupe print of origami creations. Tel: 01692 408802 Web: www.eastcoastnursery.co.uk

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Proudly supporting

No More Nappy Smells! Nappy Disposal System The Angelcare Nappy Disposal System is a convenient and hygienic way of disposing of dirty nappies. Featuring OdourSeal™ technology designed to keep bad smells at bay, this simple-to-use system makes for a happier, more fragrant home.

Including FREE first cassette Nappy Cassette Refill – 3 Pack

Refills with OdourSeal™ Technology feature a stronger, 7-layer film with an odour barrier that traps smells inside the bag. Our innovative design holds 180 nappies2 per cassette. Refills last longer and use significantly less film. Refill film includes a germ-fighting antibacterial coating. 1

After 72 hours of use, in laboratory study, considering selected odorous chemicals.

@Hardenberg_Co Hardenberg&Co Ltd

Tested with size 1 nappy (2-4kg) and based upon average daily usage, results may vary.

focus NAPPIES & CHANGING

sy Breath eaNapp y

The Prince Lionheart Twist’R Disposal System truly does not smell, is easy to use, and looks good! Twist’R does what other nappy bins claim to do: Outsmarts Odours. No kneeling, bending, cutting or tying required. It comes fully assembled and ready to use. Simply drop the dirty nappy, step on the foot pedal, and the nappy and smells disappear! Twist’R Outsmarts Odours in four ways: Self-Sealing Doors that isolate dirty nappies, Activated Charcoal that adsorbs odours, patented Twist Technology that seals in odours, and a 7-Layer Bag that traps odour molecules. Talk about belts and suspenders! The whole family can now breathe easier. Twist’R Refill Bags and Charcoal Refills are sold separately. Web: www.princelionheart.co.uk

Thoroughly clean

Hospitals recommend warm water and cotton wool for nappy changes but so many mums use baby wipes instead. The next best thing for ensuring a thorough clean is to use a warm wipe as they open the pores in the skin for a better clean. The Prince Lionheart wipesWARMER uses an anti-microbial coating and the Non-browning patented Everfresh system that keeps wipes moist, clean and fresh. The advanced heating and insulation warms wipes more quickly and retains heat better than other wipes warmers, giving you warm wipes throughout the day and night, whenever Baby needs changing. Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk

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Making change time stress free, comfortable and fun whether at home or on the go

An exciting new direction for Pop-in 2018 is all about Pop-in as Close mark the brand’s 10th anniversary. In celebration of this milestone event, Close have produced a stand out print collection which celebrates a new and exciting direction for Pop-in during its special year. Hester MacAnara, Business Development Director says “Our hidden print collection is an exciting new development for Close that truly brings Pop-in to life. A natural progression of the Pop-in brand, it retains the essence of what makes a print truly “Pop-in” whilst keeping it fun and engaging! The hidden style of the prints adds a playful dimension to the designs.” Close have created an exciting, cohesive range of characters each with their own distinct personalities and a cheeky little partner in crime! The prints will be launching in March across the entire Pop-in range, keep an eye on what this mischievous bunch might get up to next!

Perfect for cosy nappy changes, the Squishy changing mat is warm against baby’s skin and slightly elevated to help with reflux.

The Handy Changing Wrap

The handy changing wrap is a wipes dispenser and padded changing mat all-in-one, with pockets for all baby changing essentials.

Tel: 01992 554045 Email: amy@closeparent.com Web: www.closeparent.com

nursery today

profile PRINCE LIONHEART

Through the decades Prince Lionheart has continued to grow since their early days in the 1970’s. Here we take a look at the history of this established nursery brand. ack in 1973 and with his last $400 to his name, Tom McConnell bought a bandsaw and some supplies, locked himself in his disapproving parents’ garage, and cut a pair of wooden rocking horses that his wife, Linda McConnel painted. Prince Lionheart was born! When Tom and Linda McConnell started making rocking horses in the family garage, they had no idea that almost forty-five years later their company, Prince

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the right things to do. Prince Lionheart is committed to creating products that make a difference to families all over the world: where the quality of the item outweighs the price. There’s the flawless parenting you see on TV and then there’s reality. At Prince Lionheart, they focus on the reality. During Prince Lionheart’s four decades, the company has led the field with creations to help b babies grow up happy and ssafe. Their patented Baby W Wipes Warmer was the first of its kind in the industry an and their Original Slumber Be Bear range comes with the ON ONLY audio pacifier with actual intra-uterine womb act sounds recorded by a sou mic microphone inserted into the wom womb of a pregnant woman. This familiar sound lulls babies Thi sleep in minutes; see it in its to sl pride of place at the prid Smithsonian Institution in Smi Wa Washington. They also invented products to make parenting easier such as the Original Seatsaver, the first and still bestselling car seat protector and now, Prince Lionheart’s TWIST’R Nappy Disposal System with patented twist technology and specially-designed odour trapping bags, the Prince Lionheart Illumipad Changing Pad with integrated light for night time nappy changes and NEW in 2018, the Prince Lionheart innovative Tubimal – the hands down Cutest. Tub. Ever that also doubles as a storage bin for later use. Georgiana Browne, Head of Europe for Prince Lionheart told Nursery Today: “The brand has truly developed into a one-stopshop for key developmental phases of a child’s life from 0-2 years. Prince Lionheart products continue

“ Prin ce Li on heart

Lionheart, would be one of the leading manufacturers of baby products worldwide. Prince Lionheart designs and manufactures - but not just anything – they pride themselves in making products that matter, is safer or just plain better. Their passion and love of what they do is in the detail. They don’t do things simply for the bottom line; they do things because they’re

is co m m itted to crea ting produc ts th at m ake a d ifferenc e to fa m ili es all over th e w or ld : w here th e qu al ity of th e item outw eigh s th e pric e.

”

“ Theevbrelopanedd hinasto

to be designed with parents in mind; not solely to help make our jobs easier, but also with our diminishing disposable income in mind, by making good quality products at affordable pricing. “Prince Lionheart is committed to creating products that make a difference to families all over the world. We are parents too; we know and appreciate the challenges and try to solve them as best we can. Our desire is for there to be a Prince Lionheart product in every household with a Baby or Infant… an achievement we continue to strive for and are confident we will achieve with the help of our loyal partners here in the UK and on the continent. We’ve come a long way, evolving during difficult times and fast changing trading environment, expanding but staying true to Tom and Linda’s legacy.” Those babies back in 1973, laughing as they rocked on handmade horses, are now having babies of their own, some even with grandchildren! Prince Lionheart is proud to be a part of their families and look forward to providing helpful products for babies and parents for generations to come.

truly d a on e- stop - sh op fo r key develop menta l p h ases of a ch ild ’s li fe from 0 - 2 ye ar s. ” Georgiana Browne

Web: www.princelionheart.com nursery today

focus BABY SHOWER

Showered with love Gifting at Baby Showers is now a big UK trend. Here we highlight products that will delight any expectant parent.

Got it covered

Expanding from their popular nursing covers, Bebe au Lait offer a beautiful selection of baby shower gifts. From feeding accessories such as burp cloths, bibs, muslins, nursing pillows and covers to swaddle blankets and snuggle blankets. Available in matching patterns, you can complete the set or mix and match your favourite designs. Featuring lots of on trend and gender neutral styles, gorgeous gift boxes and quality products, Bebe au Lait is the new go-to for all things baby shower. Email: sales@cleverclogstrading.co.uk

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From the of Classic Char You, The Home e How Much I Love available that mak n of adorable lines has a vast selectio Shower gift. e the perfect Baby xed Gift Sets. Th two beautifully bo a d an y To New for 2018 are e it Rattl by soft Peter Rabb first, features a ba The second new t. ke an Bl rt fo m Co led sty itbb Peter Ra Rattle Toy and a e Nutbrown Hare ttl Li a rs sta t Se Gift anket. Hare Comfort Bl on tactile Nutbrown Love You Collecti I h uc M ow H ss ue G t s Se w’ y bo Rain ok & Soft To ing gift boxed Bo ar de en e an ttl ts Li as ft bo so also d baby c tale storybook an featuring the classi piece gift boxed ere th a o als There is the classic tale. Nutbrown Hare. fro g illustrations m rin tu fea t Se st kfa Brea Gift Sets provide Much I Love You ich are ideaall The Guess How ral gift options wh ut ne , ted en es pr beautifully for baby Showers. ns.co.uk sig

owde Web: www.rainb

The perfect companion Hypoallergenic Breathable Toys from The Gro Company are the perfect first companion for baby. Made from highly permeable soft knitted mesh, the Grofriends Breathable Toy range have Air-flow technology that allows ventilation through the fabric, allowing air to pass through. Allergy tested the range is proven suitable for little ones at risk of allergies. Tested to relevant toy standards there is no need for parents to worry when delicate fingers grab their plush paws or little mouths to explore the fabric. Making fantastic gifts there are four Grofriends in the Breathable Toys family - Raff The Giraffe, Ernie The Elephant, Boppy The Bunny and Henry The Hippo. Web: www.gro.co.uk

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The flock to watch Super soft and soothing comforters are always a popular newborn gift on any baby shower list, so it’s no surprise that SweetDreamers have a gorgeous flock to choose from. The brand behind the iconic sleep aid, ewan the dream sheep, have unveiled their newest addition: the Baa Baa Blankie, a gorgeously soft comforter blanket, set to make quite a bleat this Spring! Featuring ewan’s loveable face in classic purple or grey, this soothing comfort blanket is snuggly and plush with lovely silk edging that babies love touching. Perfect for helping little ones drift off to dreamland at home or on the go, Baa Baa Blankie is set to become an essential baby shower gift. Tel: 02392 262332 Email: harry@sweetdreamers.co.uk Web: www.sweetdreamers.co.uk

PREMIUM TEETHING JEWELLERY AND ACCESSORIES www.nibbling.com

Better for baby. Better for mum.

Distributed in the UK & Ireland by Clever Clogs www.cleverclogstrading.co.uk /www.cleverclogs.ie

The softest clean puj tubâ&#x201E;¢ supports your little one

focus BABY SHOWER

Oh so handy r customers a

Want to give you gift chance to buy a baby shower but set that is handy and practical al usu the as not as common kets? nappies, baby clothes or blan ble Nim the them r offe not y Wh household cleaning product bundle. Nimble Milk Buster and Sticky t new Stopper are practical gifts tha e. hav to love ly nite parents will defi ry eve help will ts duc pro These rns parent clean after their new-bo sh har g usin of ry without the wor chemicals. They come in two sizes – regular and travel size – so they can be used either at home or when they’re out and about. m s.co Email: von.sy@nimblebabie

Clever little things

Sock Ons are clever little things that keep baby socks on! They are worn over the sock to ‘lock’ them into place with a patent pending design, making them a baby essential item that no baby or sane parent can do without! Sock Ons are also available in the Congratulations card - a gift and card in one – an ideal and cost effective baby shower gift. Web: www.sockons.co.uk

Silver wrap ped

Blankets are a fa vourite gift for ne w babies – they a new parent ca ’re tactile, useful n never have to and o many. Silverclo selection of blan ud supply a wid kets, ideal for gi e fting as they’re printed ribbon all packed with and a ‘To, From a ’ gift tag. Their Baby Bout ique Shawls mea in a choice of fo sure 70 x 90cm ur soft colours, and are availabl perfect for newbo e in 100% cotton rns. They are kn with a decorativ itted e edging, giving look. them an heirloo m With RPGs starti ng at £9.99, Silver addition to a gi cloud Blankets fting display. make an ideal Tel: 01692 40 88

02 Web: www.silve rcloudnurseryb ed

ding.co.uk

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Multisensory play

The Unicorn Bandana Buddy is the latest addition to Skip Hop’s Bandana Buddies range and is perfect for multi-sensory play at home or on-the-go! Little hands will stay active for hours as baby explores rattles, crinkles, textures, patterns and sounds. A soft toy and cute companion, this colourful character’s soft bandana teether detaches so mum and dad can wear it around their wrist for quick access. Web: www.skiphop.com

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Beautiful Toys for Today’s Mums & Babies.

Buddy Dog Soft Book won the Mumii Bronze Award. Contact Claire at Tel: +44 (0)1243 780501 or claire.bradley@whitepebbleint.com

focus BABY SHOWER

The gift that rocks

The Rockit rocker is set to become the perfect baby shower gift for 2018 arrivals. Retailing at £39.99 the Rockit is a portable baby rocker that easily fits most prams and strollers using its universal strap, once attached its gentle rocking action soothes the baby by emulating the motion of a rocked stroller leaving the driver now hands free. Requires 4 x AA batteries for operation. The Rockit is distributed in the UK exclusively through BabyStyle and available to order in the usual way. Tel: 01509 816444 Web: www.babystyle.co.uk

leepoly Cross Hospital, Bacr. WkilliamtEloler, aS physician at H woman and

In 1975 D mb of a pregnant hone into the wo g pregnancy. inserted a microp Baby hears durin ds un so b m wo al heart in the recorded the actu ely by Prince Lion siv clu ex iginal ed us is g unny range, the or This recordin p Slumber Bear/B ee calm Sl ds to un ck so Ba b m of creation r authentic wo ilia fam e Th er. b. m natural audio pacifi rld outside the wo orn baby in the wo s, doctors and nt re pa by ed and reassures newb us range has been ry for The Slumber Bear t the sleep necessa Babies, so they ge e th the ttl wi se lp ox he db to un s So ve e wi mid “secret” is in th e Th h. alt inside a , he rth od ts before bi growth and go recorded momen ds un so ’s b ar m Be wo e al th use of actu cret is the key to ’s womb. That se e sleep they pregnant woman eans parents get th m by Ba g ift! in ep sle y, ct Baby Shower G success! A happ makes for the perfe ep sle of t gif e need too! Th 54 Tel: 020 8997 70 o.uk incelionheart.c pr s@ le sa Email: uk

Celebrate with soft cuddles Every new parent needs a cellular blanket; the first blanket a new born is wrapped in is treasured forever. Abeille have transformed the traditional cellular blanket by using a carefully selected colour palette that compliments any home. Available in shades of soft grey, white and cream, along with striking red, pink and navy blue tones; there is an Abeille blanket (or combination!) for any nursery scheme. Designed in Britain, these cellular blankets are much softer and of a more generous size than a lot of their counterparts, making them more versatile. The weight of the cotton has also been increased, to make these blankets bouncier and softer on babies’ skin. Tel: 01278 434440 Web: www.hippychick.com

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NURSERY SUPPORT GROUP

talking shop

Shop matters with NSG ith the start of 2018, we’ve seen a quiet period in the trade, not the usual booming January. I’ve decided to make some life changes, after some things happening (as they do). I have been off sick for a wee while, back on the mend now thank you to all who have been enquiring! I’ve spent a lot of time at home with my children who are still young; and realised that moving forward I don’t want to be caught back up in the race and I do want to be with them a lot more. AND so…was born my personal Facebook group, All Things Yas! I’m excited to announce this group, which I set up a while ago, which is really no holds barred. It’s a group documenting my daily life, with a mix of people from all over the trade and beyond taking part. Please note that although I will still be part of the Babyland Team for some things, I will not be your point of contact for shop anymore, effective immediately. A huge part of my new role is bridging the gap between retailers and suppliers. In the run up to Harrogate Nursery Fair, I’m so sad to see so much negativity, anger and distrust between us. I want to bring us all back together to some form of relationship, rebuilding trust. So, if you are a supplier, looking to approach the independents, contact me! Don’t just pick colours and assign them to us, don’t brush us off when we bring up pricing problems. The N.S.G has been building momentum in recent weeks, we are sick of internet pricing, and we’re sick of being fobbed off. I see big action coming in 2018 and think some suppliers really need to sort it out before they start seeing their products off our floors. I’ve seen an unprecedented almost unilateral outpour of anger and frustration on the N.S.G, which I haven’t seen before. January was crazy, and retailers are angry and upset – at the same time no one wants to burn bridges, nor we do need to be told to talk to our reps every time someone shows you what’s been going on in the N.S.G – I think it’s disillusionment with suppliers and their staff that leads people to talk about things on the group. We don’t get any answers, it’s a constant fob off and we are sick and fed up of it. Why are we giving

think it’s important we engage enga our customers I see big ac tti on and tell them the d co m in g in 20 18 an dangers. dang Little Chick wan every th ink so me supp liers want inde to have rea lly need to so rt it independent this product, we are best ones to out be fore th ey sta rt the showcase sho this and be eir th g seein able abl to explain it… there is a special produc ts off ou r and deal dea on at the show. an en se floor s. I’ve There’s a fresh new look for un prec edente d Breathable Baby almost un ila tera l the range, ran which I don’t th we express outp ou r of an ger an d think enough en the e th frustr at ion on importance im of I ch hi – looking at the w , .G .S N p products, and haven ’t seen be fore. learning le about. I do

suppliers our shop floors I wonder, yes it’s a twoway street and we all need each other to survive, but the pricing issue in January? We are labelling it crazy January – if it’s been crazy for us, what has it been for you? You are allowing your brands to be devalued, whatt es impression does it leave in the eyes of the consumer? No wonder there are so many people buying on the likes of eBay, from Europe – because if main stream products here are so cheap, how are you separating from the cheap, budget products? What, then is the difference? Just maybe it seems that integrity means less to some… With Harrogate coming up, I think it vital to show our support to the UKs only trade show, from both sides of the trade. Suppliers…how do we know you are a supplier if you are not showing at our trade show? Are we going to hear the same old excuses from our suppliers? You can’t afford Harrogate but you can show at every single consumer show; show all over Europe; some of you as far as America and the Far East. So many have already booked the Scottish Baby show in Glasgow in April but still not sure about Harrogate in May? I’m not sure I’m buying that anymore to be honest, I think it’s a cop out. You don’t have to have massive stands to have a presence. I so love the Harrogate Nursery Fair and it really has me buzzing this year! I’m looking forward to meeting regular brands and new people showcasing their products. Little Chick London will be showing, as always with Breathable Baby (RHSM group). Just today we were listening to Jeremy Vine on the radio; with the news that two babies die every week from bed sharing. Two! The Little Chick BANTA winning crib is perfect following this – and I

Yasmin Ali, NSG

th that every think cu customer who is taking a quilt and bumper set should have the option of buying one of these mesh bumpers – they come in a variety of colours and sizes – but most importantly, the clue is in the name. If you needed more incentive to go see Rachelle (sweet, bubbly and very approachable – she’s the one with a great big smile as you approach the stand – never not seen her smiling!). I’m sure you don’t have any issues with the sound of a champagne cork … Q26. Remember the new set up this year, near the hall entrance. Do visit, have a look and feel of the products for yourself. We stock the range in Babyland – the point to note is that parents now more than ever make very informed decisions, and we need a point of difference. Others I would recommend visiting are Bébécar, Venicci, Cuddles Collection, Egg and of course show favourites BabyStyle. As always don’t be a stranger, come and say hi at the show, do contact me if you want to discuss working together, options, and moving forward: yasali46@hotmail.com add me to your insta yasmin46, and of course, my new group on FB... All Things Yas. As I sign off, I’ve just ended a very interesting live video with my friends and colleagues in the NSG…watch out Nursery Industry we’re coming to get you! Yas! xx

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focus WHAT’S HOT

Set for success What’s hot for 2018? Nursery suppliers highlight products from their ranges that are available to order now.

Four way hug Baby Hug 4-in-1 is a unique multifunctional daytime solution that offers four configurations from one unit to adapt to changing baby care needs throughout the day. Beginning as a daytime crib, it can then be transformed into a recliner seat for when little ones want to sit up and see the world, and are kept entertained with an attachable electronic toy bar. When it comes to dinnertime, Baby Hug can be adapted into a highchair with a removable tray and when little ones want to play, it can be transformed into their very first play seat. Cost effective, space saving and highly convenient, Baby Hug encourages bonding by keeping little ones in constant eye sight, whatever they’re doing. Web: www.chicco.co.uk

Perfect manners Nana’s Manners ergonomically designed cutlery supports children in becoming confident and independent at mealtimes. The unique, patented shape supports little fingers in forming the tri-grip position and fun finger stickers guide children’s hands – no adult intervention needed! A world first – it is only comfortable when held correctly. Launched only last summer, Nana’s Manners cutlery is already multi award-winning, recently scooping a record four 2018 Loved by Children Awards. The cutlery generated Platinum Awards in the following categories: Best Mealtime Set, Best Feeding Equipment Set and Best New Product to Market. In addition, Nana’s Manners took Gold for Best Innovative Children’s Product 2018. Web: www.nanasmanners.com

Nibbling Naturals With all things natural being a big trend for 2018, consumers will be on the hunt for products and brands following this trend. The Natural Collection from stylish, practical teething brand Nibbling, is made from untreated natural wood and 100% food grade silicone, with a hint of muted colour and playfulness. With a range of rattle ring teethers, pram mobiles and fashionable teething necklaces for mums, the distinct combination of textures is safe and ideal for soothing baby’s gums. Currently available in marble, grey, baby blue, mint and pink, with a new collection of playful designs including woodland animals, a car and giraffe design for spring/summer. Email: Emily@nibbling.co.uk Web: www.nibbling.com

A clean sweep Following the success of Milk Buster, UK’s award-winning and patented baby bottle cleaner is now available in the UK and other markets like China, Taiwan, Malaysia, Philippines and the Middle East, Nimble will be launching a brand new cleaning product range in 2018, led by the recently launched Sticky Stopper, a toy and surface cleaner that cleans and disinfects without using bleach. Keep an eye out on Nimble in the coming months as they bring out exciting products that will surely be a delight to the millennial mums through new distribution deals not just in the UK but also in new markets around the world. Email: von.sy@nimblebabies.com

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Jump for applause Skip Hop’s new for 2018, Explore & More Jumpscape Fold-Away Jumper takes this playtime must-have to the next level; its innovative Cloud Bounce Counter tracks baby’s jumps and rewards them with lights, music and applause at 100-jump milestones. Then, when playtime is over, just fold it flat for fuss-free storage and transport.

Newly launched FeedingBuddy has just launched! The simple and innovative product holds

Web: www.skiphop.com

a baby’s milk bottle in place for hands-free feeding. Beautifully designed and perfectly practical the FeedingBuddy will appeal to twin parents who struggle to feed both babies at the same time, and it’s the only solution that enables close physical bonding during a simultaneous twin bottle feed. It’s also ideal for parents who have a toddler as well as a bottle-fed baby, or who want to feed on the move. Email:info@posieandbear.com Web: www.posieandbear.com

Welcome Disney Baby This colourful range of character-led developmental toys, available this spring, features Disney’s most iconic characters; Minnie Mouse, Tigger, Dumbo, Winnie-the-Pooh and Mickey Mouse. The collection of baby soft toys, created from multiple fabrics and textures, feature a variety of activities to encourage baby’s early developmental skills and promote sensory play. Tel: 013290227300 Web: www.rainbowdesigns.co.uk

Tickle Those Toes! Twiddle Ons are one of the hottest new baby toys on the market. Designed by mum of seven Kezi Levin, these foot finder toys are guaranteed to keep babies entertained and enthralled with their toes. Twiddle Ons encourage babies to explore their feet and have ‘foot fun’ without the frustration of losing them! The sounds, colours and textures of Twiddle Ons toys have been carefully designed with key baby developmental stages in mind. So kick up those heels and tickle those toes! Order online from Sock Ons new Trade website. Web: www.sockons.co.uk

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focus BATHTIME

Squeaky clean Bathtime represents a strong nursery category for many retailers. Parents use bath time as a special moment to bond with their child, interact and also also encourage many aspects of learning – shape sorting, colours, developing motor skills, etc. This product category keeps in touch with current consumer trends, continues to grow and expand. One reason for its success could be simply that babies and small children should never be left alone in the bath unsupervised and as such not only are products manufactured and invented for the needs of the child, but perhaps also for the parent.

The survey says… Nursery market specialists FanFinders survey 1400 consumers via their platform Your Baby Club focussing on bathtime. Here’s the results. Did you purchase a co-ordinated bathtime set?

Yes: 278 (19.9%) No: 1122 (80.1%)

Did you purchase a baby bath support or seat?

Yes: 662 (47.3%) No: 738 (52.7%)

Was a hooded towel important to you?

Yes: 1197 (85.5%) No: 203 (14.5%)

Do you feel there are sufficient bathtime toys available for infants?

Yes: 1012 (72.3%) No: 388 (27.7%) Were brands important to you?

Contoured to cradle

The Puj Tub is a well-known and much-loved nursery product bringing back-saving convenience to bathtime! Made from a soft foam that folds and conforms to almost any sink, the Puj Tub cradles and protects baby during bath time. Hang or store the tub flat anywhere you would like...even on the back of your door and out of sight!. Clever Clogs are delighted to expand on the Puj collection with even more creative bathtime solutions, like the convenient travel version, Puj Flyte, perfect for families on the go. Email: sales@cleverclogstrading.co.uk

Sturdy support

Take the worry out of bath tim e with the Angelcare SoftTouch Bath Supp ort. Perfect for babies up to six months or 14kg , it has a unique design with sturd y sides and an an gled area for baby to lie on. T he soft TPE mat erial provides optimal comfort and safety, both cradling baby and war ming to water temperatu re very quickly. Once baby is six months, the Ang Touch Baby Ba elcare Soft th Seat is the ob vious next step. Offering safe, fu n bathing, it is ea sy to maintain, hygienic and m ould resistant. Ba sed on experience, once babies can sit up , they absolutely love it!

Tel: 01785 50 3305 Web: www.ha rdenbergco.c o.uk

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Yes: 557 (39.8%) No: 843 (60.2%)

All wrapped up Made from pure woven cotton and inspired by the centuries old traditional ‘Turkish Hamman’ (or bath towels), these hooded towels are stylish, warm, fast drying and absorbent. They can be used for swimming, bath time and keeping little ones warm on the beach. Highly durable and soft to the touch, Hippychick towels come in two classic colourways: red/white stripe and blue/white stripe. Measuring 82cm square with an additional hood, there is plenty of material to wrap littles ones up in. Suitable to use from birth. Tel: 01278 434440 Web: www.hippychick.com

Firm favourite

Shnuggle, the clever award winning baby products company are certainly no strangers when it comes to bathtime. The new Shnuggle Folding Bath Stand is a popular choice with new parents. Designed to raise baby to waist height makes it easier to bath baby especially for anyone who has had a caesarean section or suffers with back pain. The SQUISHY Changing Mat, launched late 2017, is made from a warm foam, ensuring a room temperature surface. Squishy has a very slight incline which helps not only with reflux, but also as a way of directing ‘little accidents’ away from baby. The Shnuggle Towel is a clever design, keeping the towel in place on parent’s shoulder meaning hands are free to lift baby and snuggle them dry. The larger size towel offers great value for money and uses beautifully soft, luxury cotton which partners perfectly with the soft bamboo Shnuggle Washcloths. Coming soon is brand new modern sensory bath toy – Wishy – will add to bath time fun with LED lights and easy to hold star design. And to finish the collection is Washy – the clever little jug that has a soft rim for tear free, fuss free hair washing.

Potty time Be ready for those potty emergencies, whether it’s a little one who needs a potty break on-the-go, or making a relative’s bathroom tot-friendly for a weekend visit. The 2-in-1 Go Potty opens quickly and easily for fast assembly on-the-go; use with disposable bags anywhere! The legs lock securely for use as a standalone potty, they open out for grown-up toilets and fold away for compact storage. The smooth surface is easy to clean and a generous shield prevents splatter. The Potty includes one travel bag plus three disposable bags with absorbent pads, and is available in three colour variations; Green, Aqua and Pink. Email: info@oxouk.com Web: www.oxototuk.com

Email: hello@shnuggle.co.uk Web: www.shnuggle.com

Proudly supporting

Bath Time Reinvented Angelcare Soft-Touch Bath Support 0–6 months • Ergonomically design for optimal support • Hygienic & Mould-resistant • Perfect height for easy and comfortable bathing

Also available in

PINK & GREY

• Water level indicator on bath support base • Strong, but light weight design base • Two carry handles

Angelcare Soft Touch Bath Seat 6–12 months

Also available in

GREY & BLUE

@Hardenberg_Co Hardenberg&Co Ltd

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focus BATHTIME

Limitless imagination Prince Lionheart has been wanting to make bath time a little safer, but not wanting children sharing the same water with a germ magnet. The Prince Lionheart 18 pc puzzle-like bathmat, with its non-slip grip and 5 suction cups keeping each piece securely in place, is easy to clean and anti-microbial. Arrange any which way – only limit is imagination. Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk

Dunk for fun Just dunk the Skip Hop Zoo Fill Up Bee Fountain in water, then lift it out by the easy-grab handles to create a fun water umbrella effect. Baby will love the pouring water while learning all about cause and effect. A buzzworthy addition to your baby water toys collection!

One, two, three

Prince Lionheart’s new and innovative Tubimal also doubles as a storage bin for later use. Complete with an infant hammock for bathing bab y and a lid for use as a storage bin, when the time comes., the Tubimal is multi-Purpose for multiYears: Stage 1 – Baby Bath Stage 2 – Toddler Bath Stage 3 – Storage Bin Perfect baby shower gift to be filled with other Pri nce Lionheart baby essentials!

Tel: 020 8997 7054 Email: uksales@princel ion

heart.co.uk

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Summer Infant offers a one-stop shop when it come s to baby baths and accessories, from their Deluxe Baby Bathers that make bathing newborns easier and safer, to the Splish N’ Splash and My Fun Tub baths that grow with baby to toddler, providing plenty of space to splash and play; to the Newborn to Toddler Fold Away Bath that’s ideal to take on holidays or stow away if space is limited; through to the innovative ‘Lil Luxuries Whirlpool, Bubbling Spa & Shower, which includes a handy motorised shower unit to help clean and rinse baby. And for this Spring, the Deluxe Baby Bathers and the Splish N’ Splash ranges will have a new look, with contemporary new fabric designs to brighten up any bathroom! When it comes to keeping babies entertained at bath time, Summer Infant has that covered too with the Tub Time Bubble Maker and the Tub Time Tea party set, offering great play value. Web: www.summerinfant.co.uk

Web: www.skiphop.com

Splish h, spllash h, play

supplier snapshot This issue asked some of the industry’s finest on how they are promoting their brands.

Von Sy

FOUNDER - NIMBLE F H How are you ccurrently driving consumer awareness c to t your brand? We W are very active in driving consumer awareness through c various digital channels, v knowing that a big majority k of o parents nowadays learn about new products through the internet. On social media, we have an ongoing Facebook strategy to gain followers through competitions, active community engagement, and Facebook ads. We are also active on Twitter and Instagram. We work with a number of influencers on a monthly basis to help spread the word in different mum circles and gain important blog and vlog reviews. Will you be running any specific campaigns that retailers should be aware of ? This year we will be reactivating our SEO and PPC campaign and use these to be present when parents are looking to get answers for specific questions about cleaning. We’re working with an amazing digital marketing company to get this off the ground and we’re very excited about the results it will bring to our business. What retailer incentives will you be offering this year? Our products offer retailers very healthy margins, higher than the average for our product category. In addition, we are offering volume discounts as well as bundle deals as we expand our product range this year.

Gemma Stokes

UK MARKETING EXECUTIVE - SKIP HOP UK LTD How are you currently driving consumer awareness to your brand? Here at Skip Hop we use a number of tactics to drive consumer awareness. These include direct-to-consumer activities such as having a presence at The Baby Show three times a year. Here we have access to reach around 24,000 parents at each event so it’s an ideal opportunity to reach our target audience. We also use a specialist parenting, toddler and baby PR Agency, Azaria, to ensure we have a regular, strong editorial presence in all the relevant media outlets. In addition, we run a number of campaigns and competitions across both on and offline platforms and of course, having a proactive social media presence is essential to drive awareness and engagement with our customers. In-stores we also run really eye-catching brand takeovers and displays, such as our take over of the Oxford Street John Lewis Atrium in Q4 2017, which received a huge amount of positive

Sinead Murphy

MANAGING DIRECTOR - SHNUGGLE How are you currently driving consumer awareness to your brand? We have a robust marketing plan for the Shnuggle brand designed around building not only awareness, but almost a community feel for Shnuggle. We love to talk to parents and involve them in our product development, in our marketing communications and our day to day messaging. Everything you see with Shnuggle is real life – whether that be using Shnuggle fan babies as models or sharing the latest ‘Poonami’ disaster across social media, we feel it is important to empathise and relate with new and expectant parents.

consumer feedback. Will you be running any specific campaigns that retailers should be aware of ? We are exhibiting at a number of trade shows including: Toy Fair, Spring Fair, Nuremberg and K+J, where retailers will be able to get a sneak peek at new our products, as well as have access to exclusive show-only discounts. We will also be running a number of discounted buying opportunities throughout the year on selected products – so keep your eyes peeled! heavily on richer social media and website content to highlight our product benefits and the ‘how to’ demos to support our customer’s experience with the Shnuggle products. What retailer incentives will you be offering this year? We will continue to work with all of our retail partners to deliver strong store brand presence and digital marketing collaborations. We will continue to build the Shnuggle community with our retailers focusing on in store activity to create individuality on the high street.

Will you be running any specific campaigns that retailers should be aware of ? Our focus for 2018 is very strong with consumers, not only in terms of targeted marketing communications, but also in creating a wider Shnuggle ‘experience’ by getting products into the hands of parents to be and new parents for them to be able to experience Shnuggle first hand. We will also be focusing

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retail TECHNOLOGY

Find the link What are links and why you need them. t a very basic level, think of Google as a machine which analyses content and connections. Content comprises the text, images and maybe videos within your website pages, connections are links from other website pages on other websites, blogs and social media accounts pointing towards your web pages. Google sees content as a way to gauge quality, links from other websites as votes of popularity and in Google’s eyes, links are very important (although this importance is being somewhat eroded by ‘search context’ and ‘intent’, but that’s an entirely different story for another time!). So if you wish to rank for popular keyphrases in Google, you need quality links (and lots of them) from many different web properties out there on the World Wide Web.

David Fairhurst Head of Creative Online Marketing - Intelligent Retail

Google’s Perspective on Links Google doesn’t want you to build links. There, I’ve said it. If you leave link building at that then I’d have to say, link building is completely and utterly dead if your aim is to rank in Google, but like many things what Google says doesn’t fully tally with what Google needs or does. The fact is, Google needs links in order to effectively rank web pages; if there were no links there would be no Google in its present form. If you read the full Google Webmaster Guidelines page detailing their take on linking, you would be forgiven for thinking you can’t do anything to promote your own website apart from adding content within your own pages, however Google doesn’t mind you acquiring links as long as the links are given ‘editorially’. Figuring out what this actually means can be a bit like looking into a cloudy mirror,

The World Wide Web has evolved from initially being a data exchange to being a global community where you can find all sorts of people who have the same interests that you do. but boils down to the following: • Don’t pay for links from other websites (if they pass PageRank) • Don’t use any automation to acquire links • Don’t use any mass link building schemes • Don’t use any linking methods Google could construe as being against Google guidelines (massive catch-all… up to you to figure out what it means!) Editorially given links are where you haven’t paid for the links with any form of exchange of payment and the website owner is giving you the link purely because they like the content on your website and wish to link to it. This is kind of hard to prove either way, which gets me back to the purpose of this article.

David Fairhurst Head of eCommerce, Intelligent Retail, http://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

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The Web as a Community If you really hate the thought of link building then you are doing it all wrong. The World Wide Web has evolved from initially being a data exchange to being a global community where you can find all sorts of people who have the same interests that you do. This opens up all sorts of possibilities for link acquisition whilst having some fun and staying roughly within Google’s requirements for linking. I recently struck up a friendship with someone on a cruise boat moored in Crete and got some really first class links for a client to boot, just because I showed interest in a personal blog and liked what had been written. Links like this are totally within Google’s guidelines and show what you can achieve when you treat link acquisition as a positive instead of a negative task. Link building should be fun, not a chore.

Ideas For Link Acquisition A cursory glance at the methods employed by acknowledged online marketing experts online reveals a whole host of different methods used to attain top quality links, however if you dig deeper you will realise that many of these methods are only applicable for promoting websites in the areas of online marketing and similar technical subjects. Methods for example like putting together lengthy ‘expert interviews’ may be great when you are talking about the intricacies of setting up

Image source, Pexels.com

Google Shopping or database setup, maybe not so great when you want to promote your latest line of pottery mug coasters or wall rack. What you really need when you are trying to attain links to promote a

nursery website is to get a sense of community going and interact with your potential sources of links. Here are a few ideas for getting quality links: Broken Link Building – Web pages that have been online for a long

time generally gather broken links as the sites that they link to disappear. This gives you an opportunity to offer something for these pages to link to by offering useful replacement content. Broken links are not great for any website, so usually a website owner will be open to opportunities to replace a broken link if it’s made easy for them. Method: Use a little known operator in Google which is called daterange: To use this, you will need to use the Julian calendar for dateranges. Use the form “dinghy disaster” blog daterange:2454838-2455933 where the words in quotes are the search term you are looking for specifically, ‘blog’ that you are looking for mentions of blog in webpage titles and daterange: is the date range to-from in Julian calendar format. When you have a list of potential targets, scan the websites (there are browser plugins to aid you in this) and find the broken links. If you find broken links on subjects you think you could incorporate into your website or on-site blog then write content and approach the owner of the website you’ve found the broken link on. Link Reclamation - As people interact with your business online several things may happen. Your

business may get mentioned on web pages or social media channels without linking to you, your images and content may get used without your permission and you may over time get broken links coming into your website. All of these present opportunities for link acquisition. Method: To attain links from mentions of your business, first you need to know that people are talking about your business. Set up Google alerts (you will of course need a Google account!) Set up for your brand/shop name, your personal name (if associated with the business) and any unique brands you have in your shop. Once you have some data on who is talking online about you then approach and try to get a link. Method: To attain links from content used without your permission, you can use Google image search for images and try something like copyscape.com if you don’t mind paying for the service, or use Google for free by putting sections of your content into quotation marks (bit of a manual process, but again it’s free!) Many other methods for gaining links exist, but the ones I have outlined give you the best chance to get some contact going and will offer long lasting value for your website.

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nursery matters JOHN BARKER

Barking Mad

John Barker runs us through the reality of opening a new store, and hurdles they faced. fter many long days and even longer nights we managed to open our new store on time and as forecast. The opening came after a very short, but very welcome Christmas break, Wednesday 27th December, the day we all sat nervously peering out of the new store windows waiting for the first car to pull in to the car park. It felt like the beginning of Saving Private Ryan, you know where the soldiers are waiting for the landing craft to drop their ramps. Luckily we experienced less gunfire, which is surprising as we are located in East Hull. It must have been two or three minutes after we opened when the first car parked up, those couple of short minutes felt like a month. The customer entered and then everything went odd, the process of living in a new store wasn’t something I’d considered. It felt like we were house sitting for someone, not able to find stock on the shop floor or in the warehouse, demonstrating in a strange new space yet being conscience that more and more cars are arriving in the car park. The vast majority of customers where able to find us with our temporary signage, even if the sign makers had messed up our installation. When the order went in they knew the required date and sure enough they allowed production time for it, however someone forgot to allow for installation. Maybe they thought Santa could pop them up for us as he flew over on Christmas Eve? I’m happy to report the signs are now up and shining brightly.

JOHN BARKER john@pramland.co.uk

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We have fin ally got to a cros sroa d, th e busin es s w ants us to m ake a decis ion – sit tig ht an d cont inue as w e are or m ake a leap of fa ith an d take a risk Like a new pair of Christmas slippers we’ve slowly started to get comfortable. It has soon become apparent that the additional space the store provides is a hit with our customers and suppliers, and we managed to smash any previous New Year sales records for the business. How we managed for so many years without a customer car park is beyond any of us. It’s astounding to see how parked cars attract parked cars as we’ve experienced a tremendous number of visitors from far and wide. The car park has also had an early and noticeable effect on our next stage car seat sales. Previously the lack of customer parking made it very difficult for customers to visit us and as a result meant that many would choose not to return (despite having bought all of their previous baby equipment from us) for their little ones next car seat,

instead choosing to visit the larger and more convenient nationals. The stand out hero for me however is our new goods arriving in! In our old store we had no external access to our warehouse, which was located 200m from the nearest entrance. This meant one thing, every time a delivery came in or a customer collected we had to carry every box the full length of the store. This isn’t an issue if Mrs Smith is collecting her Footmuff but when Mamas & Papas deliver four sets of furniture or BabyStyle bring a Bordeaux Set (yes you all know the box I’m referring to) it’s not so fun. Our new goods in has a huge roller shutter and is conveniently located 1m from where we store all the stock – we finally have a sensible warehouse. So yes look at us, all happy with everything going in our favour. Then at 2:21am on 12th Jan the phone rings. . . .Your head tells you what it is before your body even has chance to wake up. Sleepily you grab the phone and grunt down the receiver to hear a voice telling you your alarm has been activated. Thanks to the wonders of modern technology you reach for your mobile and check your camera system, heart beating you load up the camera app. Is it my half asleep eyes or is there stock missing? You flick through the channels and notice something looks odd with the front door. Before you know it you’re in the car and heading to your store. What happens if they’re still in there? Best call the police and ask for assistance, secretly you want to catch them at it. You arrive at the store, unlock the gates and nervously

approach the shop front as the police pull up next to you. You can see the front door has been obliterated (image the death star at the end of episode 4, not the original ‘77 release but the CGI enhanced version found in the Special Editions) – HAPPY NEW YEAR US! A thrilling tale but one told to often you’ll all agree. The mess wasn’t too bad, the loss wasn’t either, however, the amount of time, effort and money required to sort out the actions of the moron’s far surpasses it. Luckily our CCTV system managed to capture some awesome images of the two perpetrators and thanks to our lovely customers and Facebook almost 70,000 people have seen the outcome of the break in on social media. We even made the local newspaper again! It’s worth a look at as it features a few fantastic images of yours truly acting. It’s a new talent that I may need to explore in the future. So as I type this, deadline fast approaching and irate emails from Penny (editor) mounting up I’m sad to report that due to the actions of two individuals the massive high Pramland was on has been soured. Months of planning and day after day of hard, back breaking graft all spoiled. Yes we could have had it worse and no

one was hurt but it’s tainted what should have been a great big crescendo to a brilliant first month. I guess we simply need to look at it as a grounding and if it’s done anything it’s made us aware of the new stores security short comings and has allowed us to address them properly. Until next month, be safe and I sincerely hope all of you and your stores have a trouble free 2018.

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