January 2018

JANUARY 2018 ISSUE 4 VOLUME 21 Independently audited.

ABC circulation of 4,204 1 July 2016 to 30 June 2017

NEW

Introducing the Rock, the new i-Size infant carrier Uncompromised i-Size safety at a more affordable price point Baby-hugg inlay specially designed for newborns Outstanding side impact protection Install with ISOFIX or with a 3-point seat belt 3-point harness with one-pull tightening system Life is one big adventure and becoming a parent is the biggest adventure of all. That’s why Maxi-Cosi baby car seats are manufactured to the highest standards, whilst providing newborns with a cosy environment to sleep in. New parents are supported right from the start, from day one and the first trip home from the hospital to every day that follows.

Our Group 0 range Citi

CabrioFix

Rock

Pebble Plus

45-75 cm Safe

Safest

Birth up to approx. 12 months

Find out more: www.maxi-cosi.co.uk

Clippasafe 60YearAd.qxp:Layout 1

8/1/18

14:05

Page 1

Safe in our hands

for over 60 years Celebrating 60 years in 2018 Clippasafe; the child safety brand that parents trust.

We have over 60 years of experience in designing and manufacturing a huge range of products that eliminate dangers around the home, as well as out and about.

Parents and carers can rest assured that with Clippasafe, the safety of their little ones is in the best hands.

Visit our website to view the full range of safety products; including home accessories, stair gates, safety harnesses and much more.

Clippasafe Ltd Lanthwaite Road, Clifton, Nottingham, NGII 8LD, Tel: 0115 921 1899. Email: sales@clippasafe.co.uk

www.clippasafe.co.uk

The brand that parents trust

contents

Contributors

Re g ul a r s the team Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

8

News

12

file Retailer Pro

16

p Talking Sho

32

apshot Supplier Sn

54

roducts The Baby P

10

Rainbow Designs Anthony Temple runs us through why 2018 is the year to celebrate.

18

Barking Mad It’s a busy time at Pramland! John Barker takes us through their recent decision to grow into 2018.

43

Associatio

47

Paul Naish paul@lemapublishing.co.uk

Intelligent Retail David Fairhurst tells us why it pays to plan ahead when planning out a new eCommerce website launch.

n

Design Production Director

The Gro Company Rob Pascoe takes a look at style trends forecast for the year ahead.

6

Editor

JANUARY 2018 ISSUE 4 VOLUME 21

50

NSG Ross Hewitt 2018 is the year where Instagram establishes itself.

Ross Hewitt tells us why.

Publisher Mark Naish mark@lemapublishing.co.uk

Managing Director

Cover Story

Malcolm Naish malcolm@lemapublishing.co.uk

24

Circulation Robert Thomas robert@lemapublishing.co.uk

p20

Maxi-Cosi Over 30 years ago, Maxi-Cosi launched Europe’s first baby car seat and since then, the brand has gone from strength to strength.

Features 20

Nightlights

26

Baby Essentials

Lema Publishing Ltd

34

Launching Now

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

40

Travelling Baby

48

Cool Britannia

52

Meet the PRs

p26

www.nursery-today.co.uk

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

p40

p44

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

baby18_240x315_Nursery Today.pdf

C

M

Y

CM

MY

CY

CMY

K

1

20/12/2017

4:41 PM

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

appy 2018 everyone! What will this year bring? Hopefully with the announcement of another Royal baby perhaps grey may become slightly less popular and we will experience a rise of Royal Blue as a desired colourway? It is also worth bearing in mind that Pantone Colour of the Year is Ultra Violet – which is great as a colour to co-ordinate with, for example, neutral grey – keep your eyes peeled for ranges that incorporate this colour throughout the year.

Trends hopefully will be in abundance this year, with one notable area coming from the wheeled goods category. From visiting Kind Und Jugend in September 2017, it was extremely evident that 2018 will be the year of compact folds. Which? also recognised this upcoming trend and published in December their top pushchair trends for 2018 which highlights brands offering lightweight and compact to fold travel solutions. You can check out the results by visiting www.which.co.uk/news/2017/12/ top-pushchair-trends-for-2018 2018 could also be the the year where brands collaborate more with licenses, we have experienced the start of this trend already, for example, Maxi Cosi feeling the force with Star Wars, Silver Cross cruising with Aston Martin and Joie sporting Liverpool FC. Other trends worth noting that have been spotted in gifting, tableware and fashion that are coming through are tropical brights/patterns and oversized botanicals, which you may also see coming through perhaps in the detailing on products or accessories.

Furthermore, for add-ons in store the trend that looks set to continue at a great pace is that of

H

Licensed products look set to rise during 2018.

trend Cybex on al ic p o with tr erns tt a /p ts h g bri

personalisation, which you may see on clothing, bedding, Christening blankets, tableware, etc.

This year will also see a refreshed Harrogate Nursery Fair. With the show organisers reporting great news over the previous couple of months. You will find firm brand favourites amongst exhibitors, for example, BabyStyle, Bebecar, BeSafe, Boori, Cheeky Rascals, Clippasafe, Hauck, Obaby, Peg Perago, Redkite, UppaBaby and Venicci (to name a few!).

Harrogate is set to also bring you many companies that you may not have seen previously, with newcomers entering the market, giving you the opportunity to also perhaps find that new diamond waiting to shine in your store. Furthermore, our only UK trade show is set to bring many new product launches, valuable demonstrations and superb show only offers.

For example, we will experience the N Product Showcase area this year, New w where you will find all that is innovative a fresh at the show – a definite and destination for all visitors.

Remember there will also be the valuable seminars that will run throughout the duration of the fair. We will keep you posted of these as they are announced.

Further show information can be found at www.nurseryfair.co.uk, where you can also pre-register your attendance.

Moving on, this issue we also cover a wide selection of product categories, with the first looking at Nightlights. With more suppliers entering this arena, it is clear that innovation

is abundant in this sector, with additional functions fast becoming a standard feature.

Our mini survey this month illustrates that of the 1300 surveyed, 799 bought a nightlight specifically for the nursery. Take a look at products that are available now to order by turning to page 20.

We also highlight products covering items that are deemed as essentials (page 26), ranges available for when travelling with a baby or infant (page 40), and products available from companies with a strong British heritage (page 44). On top of these features, January 2018 also kick starts new product launches, turn to page 34 to find out what’s new!

Our cover this month features MaxiCosi. Having launched their first infant car seat over 30 years ago, they have gone from strength to strength. We take a look at how this company has developed over the years, and a look at the latest addition to their range – the Rock – which is an affordable i-Size infant car seat that doesn’t compromise on safety. Turn to page 24 to find out more.

Lastly myself, Christine and the Nursery Today team wish you all a very happy and prosperous 2018.

Great designs for little people

www.hippychick.com

01278

434440 nursery today

5

news Keeping baby socks on!

Cybex and gb to launch 85 new products w Ne ner s sig De k On e c So ailabl

av ow! n

Cybex and gb, the brands renowned for the development of its luxurious pushchairs, carriers, and car seats, has raised the bar high for 2018 with a total of 85 new products set to launch.

Its range of new products will span across all of its categories including car seats, pushchairs, carriers and home, and will combine innovation, advanced safety, unique design, and intuitive functionality.

The products, which will be announced next year, have been developed by Cybex and gb’s in-house knowledge and expertise, and in partnership with some of the leading fashion designers across the world. A range of new luxurious colours and fabrics will also be available.

For more information about Cybex and gb, please visit www.cybex-online.com and www.gb-online.com

H&Co welcomes new Marketing Manager

With a host of exciting new projects on the horizon, Hardenberg & Co is delighted to welcome Emma Dutton to the team as their new Marketing Manager.

By combining the strength of H&Co’s existing foundations with over 8 years’ experience in the luxury automotive sector, Emma is looking forward to building H&Co’s world renowned portfolio by utilising her forward thinking, customer-focused approach to strategic marketing.

Foot finderr toys that actually ally stay on! n!! w Ne uct! d Pro ust J ed! riv Ar

Web: www.hardenbergco.co.uk

Kielce’s is the mustattend event!

Dribble free fre bibs! w Ne ner ns sig De ble O ib ble Dr availa w! no

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

6

nursery today

The ninth International Fair of Toys and Products for Mother and Child KIDS’ TIME is held in Targi Kielce (Poland) from 21 to 23 February 2018 is a mustattend event.

The eight exhibition halls with product launches galore and with visitors from all corners of the world this promises to be a magnificent event.

It comes as no surprise that Kids’ Time is Poland’s largest industry exhibition. For the last seven years the event has been steadily growing to become one of the Old Continent’s most important exhibitions. Year after year it has expanded its audience - both exhibitors and visitors. Last year’s edition had 474 exhibitors from 17 countries with the event being attended by over 7,000 participants.

For more information visit: www.targikielce.pl/en

The force is strong with Maxi-Cosi Treading the red carpet alongside the stars of the film, Andrew Ratcliffe and Nikki Vadera from the Maxi-Cosi UKI team were delighted to attend the UK premiere and celebrate one of the most exciting partnerships in MaxiCosi’s history.

Available now, Maxi-Cosi and Star Wars have joined forces to bring a very special range of limited edition Rodi car seats to young space explorers. Children from approximately 3.5 to 12 years old can explore the galaxy in style in a seat which features several iconic spaceships, including the Millennium Falcon! The Star Wars range includes the Rodi XP, Rodi XP FIX, Rodi AirProtect and RodiFix AirProtect.

Jumping for joy

Independent retailer Jack in a box was thrilled to win Retailer of the Year in the 2017 Chad Business Awards.

Jack in a box received highly commended in the Small Business of the Year category against a number of other much larger firms from a variety of disciplines.

Katie Adamson-Mcminn, owner and proprietor of Jack in a box, was delighted for her and her team.

Katie pointed out that as an in-store only retailer it proves that traditional quality customer service was still alive and thriving in today’s busy retail environment.

The boutique style store in Mansfield has gone from strength to strength adding a number of new manufacturers in the last 12 months and increasing its floor space by over a third earlier this year.

The Flock to Watch!

There’s been great excitement at Green Sheep Group HQ , following the multi award winning nursery brand’s listing in The Sunday Times Fast Track Ones to Watch 10, as part of its annual Virgin Fast Track 100 table. A truly proud moment for the team behind the multi award winning SnüzPod. Web: www.thelittlegreensheep.co.uk

Babymoov celebrate Babymoov continue to celebrate their 20th anniversary successes having walked away with no less than six awards in the 2017 LovedByParents awards and the 2018 Mother & Baby awards.

Designed with developing tots in mind info@oxouk.com www.oxototuk.com

Web: www.babymoov.co.uk

nursery today

7

news Style forecast Rob Ro R o Pascoe, Gro’s Group C Commercial and Marketing D Director looks at style trends ffo o forecast for 2018.

2

01 018 01 18 ffeels l lli like i it’s in full swing already and we’re hitting the ground running with a busy year ahead. January sees us putting the finishing touches to plans as SS18 kicks off a year of new releases.

To make sure that when those products hit shelves they are going to suit tastes and current trends we do a lot of research to make sure we’re providing parents with practical and stylish additions to their baby’s rooms.

Creating a nursery is an important part of planning for the baby’s arrival with over half of parents starting to plan their child’s nursery in the 1st and 2nd trimester of pregnancy.

As part of recent research we recently asked parents what was most important to them when putting together a nursery for their child.

Overwhelmingly safety of product was most important to them, but colour combinations and that product coordinated were also big considerations for them.

And while celebrity style isn’t a high priority parents were keen to make sure the room reflected the parent’s own personal style was.

“Thi s se as on w e haves ca re fully ch osen tone t th at w ill co mp li men ba by ’s nu rsery p er fectly . M in im al i design w it h a S cand tw ist is st ill he avily t in fluen cing th e m arkeion an d ou r ne w co llecthin sits p er fectly w it th ese tren ds .”

The results showed that there is a certain timeless aspect to nursery themes with fashion trends not particularly important.

Classic Safari animals, Woodland creatures as well as Elephants are all themes that have been popular for many years and still have most appeal to parents. Overwhelming the colour choice was for grey themed nurseries along with more traditional pinks and blues with mint being another top choice. Incorporating these themes in a innovative way that appeals to the current market is the job of our designer Amy Walker. This season she’s cleverly tapped into those traditional themes while creating fresh and exciting new designs with a modern twist.

We’re looking forward to seeing the response of parents to our latest range and the ‘Stitched with love’ campaign to support them, which focuses on the creative touches that go into the designs. We’re sure that the mix of traditional themes, with a modern edge, keep our product not only the safest in the market but the most stylish and on trend too.

8

nursery today

Cheeky Chompers Founders Celebrate Julie Wilson and Amy Livingstone of Cheeky Chompers were announced as winners of a Natwest Everywoman Award at a ceremony attended by hundreds of leading figures in business and Government.

This year’s ceremony, held at The Dorchester in Mayfair, marked the 15th anniversary of the Awards programme. At the glittering ceremony Julie and Amy were announced winners of the Demeter Award (sponsored by Nutriment Ltd) - awarded to the most inspirational woman running a business trading from three to five years.

Web: www.cheekychompers.com

10 years providing the solution

Solution EU Ltd have a new and updated website that is now live! This is just in time as they reach a milestone this December, celebrating 10 years of business. at Co-founders, Tom McKenna and Mark McLoughlin said “We are delighted our of support the without today here be t wouldn’ We ent. such an achievem the customers and hard-working team. There have been many challenges along the out through formed have we hips relations way. But the strong, award-winning looking are We . business the for ns aspiratio and aims our d industry have reinforce forward to the next ten years!”

Web: www.solutioneu.com

Challenge for charity The team at Medela recently got their running shoes on to tackle the ultimate obstacle course to raise funds for leading UK charity, Bliss.

Competing in the infamous Tough Mudder challenge, the Medela UK team based in Irlam Manchester, raised over £900 for the national charity, which works to support babies born prematurley or sick across the UK. The Medela team including Marketing Manager Charlotte Price, Territory Sales Manager Helen Pallett, Marketing Assistant, Faye Openshaw and five others dove head first into the epic obstacles that awaited them to raise as much as they could for their chosen charity. They completed the Tough Mudder five kilometre mud infested course with an abundance of team spirit and determination.

news A year to celebrate Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, takes a look at the gifting opportunities that the celebrated occasions have to offer. elcome to 2018 and the start of an exciting new year for us all! January brings with it all the hopes and anticipation of what lies in store over the next 12 months.

At Rainbow we are certainly looking forward to the year ahead. We have innovative new line extensions to launch for many of our core classic nursery ranges as well as beautiful new collections to unveil including our new Disney Baby collection.

As with the start of any new year, there are plenty of trade events and shows for us to plan for but there also many celebrated events for us, as individuals, on the horizon. In the first half of the year alone there is a plethora of emotive occasions including; Valentine’s Day, Mother’s Day, Easter and Father’s Day, that all offer fantastic gifting opportunities for nursery retailers to capitalise on. It is thanks to the UK’s prolific greeting card industry that these special times are now heavily promoted to the consumer and have, in more recent years, become one of the biggest drivers of baby gifting.

Gifts that can convey sentiment through design or messaging are very relevant for these occasions. Brands that portray those poignant, heart-felt qualities and values, such as the timeless classic, Guess How Much I Love You, not only make a perfect present for baby for times such as Easter, but also create an equally beautiful gift from baby to parent for occasions like Valentine’s Day or Mother’s Day.

W

The Only Way is…

Izmi!

The team at Cheeky Rascals are thrilled to see that The Only Way is Essex star, Sam Faiers is loving her Izmi Baby Carrier.

Sam shared a candid snap, with newborn in tow, to her combined three million followers across Instagram and Twitter commenting: ‘When you have house jobs to do but your baby wants a cuddle, this is the way forward.’ This celeb mum knows the importance of being able to multitask!

Web: www.cheekyrascals.co.uk

A thirst for Priam Twilight star Nikki Reed and Vampire Diary’s lead Ian Sommerhalder were spotted in Beverly Hills before parting ways for the day. Along for the ride came their baby girl Bodhi, comfortably secured in her Aton Q on the CYBEX Priam.

Web: www.cybex-online.com

Karl Hughes returns to Obaby Obaby are delighted to welcome Business Development Manager Karl Hughes back to the company.

Karl is returning to Obaby to further grow the nursery side of the business which has become increasingly successful over the last couple of years and also to develop the award winning ABC Design brand of wheeled products sold in the UK. Web: www.obaby.co.uk

Rainbow Designs reinforces es team The Home of Classic Characters acters has strengthened its position in the industry with the appointments of two National Account Managers this year.

Alison Lakin joins Denise Carr, who was appointed earlier this year, ass key National Account Managers, both bringing a wealth of toy and nursery industry experience to the company.

10

nursery today

AD_0183_ILevel_NTAd_EN.pdf

1

03/08/2017

15:24

flat out finest

o

157 tilt

meet i-Level™ E kick bac

k & relax!

WATCH M

A dreamy day-tripper that does more than most when on the roam or even at home. With i-Size security plus stretch and snooze Intelli-Snug™ tilt for a healthier, safer, cosier carrier.

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

Joie.indd 1

14/08/2017 16:48

retail

LULLABYS BABY DEN

All in a lullaby This issue we had the pleasure to question Adele Brunt, Owner of Lullabys Baby Den based in Scunthorpe. What challenges have they faced since first opening? Here we find out more.

You are a high street store, what benefits does this bring?

We are actually just off the main high street. However, I believe we are more a destination store. Our town doesn’t have a busy high street and therefore most people tend to shop in the out of town developments, which is where we are located.

What size is your store and how do you manage your floor space?

Firstly, can you tell us a lttle about your store?

We are a small family run independent retailer who caters for every budget, from low end to premium, although we focus more on mid to high end product ranges.

What inspired you to open your doors in 2009?

Actually I kind of fell into it, I worked part time for the previous owner and she decided to sell so I jumped at the opportunity. The rest is history in the making over time.

Since opening, what has been the most notable change you have experienced that has had the largest impact to your business?

I would say the internet, with online discounts it’s becoming more and more challenging, and unfortunately with manufacturers also selling on line doesn’t help us.

12

nursery today

Our store is 2600m and is split into a clothing department as you walk in followed by wheeled goods, car seats.

Upstairs we have furniture, buggys and moses baskets. This gives, we believe, a fluid way for our customers to browse certain categories.

How do you draw attention to your store to increase your footfall?

Mainly by social media, primarily using Facebook posts with new products and illustrating event days.

Are you a one stop shop for all things nursery?

I would say we are more specialist. We strive to be good at what we do, which primarily involves giving

“ We strive

to be good at w ha t w e do , w hi ch p ri m arily in vo lves giving so li d advi ce an d good customer servic e. ”

solid advice and good customer service. sol I have stopped selling certain products that tha customers can purchase from discount sto and supermarkets, for example, stores As and Morrisons. We find as an Asda in independent it is pointless trying to co compete with certain product lines/ ra ranges.

Our main strength lies in product d demonstration, coupled with product k knowledge.

D you have a particular Do product p category that you feel f you are a specialist in?

I think definitely wheeled goods as we can give our customers really good advice and can demonstrate features on many brands. Naturally we give a great demonstration of products and as standard we build every pram that leaves l the store and re-demonstrate it again with the customer. We believe in the personal service which ensures we stand out from the multiples.

W all know We how ho important im brands b are, but b do you also a look for products p that th perhaps offer o a point of o difference? d

W do try but I We feel that they f are all becoming very b similar and very ‘me too’ in their concepts.

INTRODUCING THE

LINEN COLLECTION

What trends do you think we will experience through 2018?

I think this year the trend will alas be consumers looking for deals. I believe customers are more price focused than ever before, which will squeeze the industry further.

How do you keep up with current trends?

Social media, manufacturers/ suppliers, Nursery Today magazine and trade shows.

Do you attend trade shows and if so, how important are these to your business?

I believe they are important but with margins falling, costs increasing it is harder and for the smaller businesses to justify the costs spent going to these shows – although I would highly recommend attending, even if for just a day.

Do you feel that your current suppliers offer you sufficient support, or is there more they could do?

Honestly I feel in every case everyone is cutting costs and adapting and it is having an effect on everyone up and down the ladder. The support isn’t there as much as it used to be but I do understand why.

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

With the current climate, we at Lullabys have decided rather than sit back, we are going to be productive and will be investing heavily in the future. We have a few surprises in store which will see us continue to grow and trade for many more years to come.

Call our sales team on

01454 326 555

theredkitebabycoltd redkitebaby Check out our website redkitebaby.co.uk

nursery today

13

Feature:

NIMBLE

Nimble solutions Busting the myth of milk residues with Nimble.

1

2

.

hhhh – milk residues! Who knew that milk can leave some stubborn residues until mums start feeding their little ones with milk and all of a sudden they see milk and its residues everywhere – in their baby’s bottles, their children’s clothes, muslins, blankets and more.

But did you know these commonly held milk residue myths were untrue?

A

Myth #1 – Baby bottles with milk residues are entirely normal and OK. This problem is surprisingly more common than you think, but being common doesn’t mean it’s OK. The Nimble team surveyed 650 mums and found that 80% have experienced this annoying problem. In baby bottles, these milk residues commonly result to cloudiness, greasiness and smelly odour and these are quite disturbing, knowing that your little one is feeding from them. When you start seeing, feeling, and smelling the milk residues, then we’re afraid it’s not a very good sign.

Milk residues are primarily made up of yucky milk fat and proteins that are left unwashed. They become food for tummy-upsetting bacteria, so it’s best to get rid of them as much as you can.

Myth #2 – Sterilisers can get rid of milk residues.

Sadly not. Sterilisers only kill the bugs and do not remove the milk fats and proteins that develop into milk residues over time.

Milk fat and proteins are quite stubborn and love being on plastic surfaces. These can only be removed by washing the baby bottles thoroughly.

Myth #3 – Washing-up liquid is the only solution.

It was – until the team at Nimble came up with Nimble Milk Buster, the award-winning and patented baby bottle cleaner that washes away cloudiness, greasiness and smelly odour left by milk residues.

Von Sy, a chemist and a former R&D manager in the UK’s biggest consumer goods company, invented Nimble Milk Buster after his sister complained of these exact frustrations experienced by other mums.

14

nursery today

.

Unlike regular washing-up liquids, which are made using industrial chemicals that target heavy food grease, Nimble Milk Buster contains plantbased ingredients that are specifically chosen for their natural ability to detach milk fat and proteins from plastic.

It’s also free from chemical fragrances, so it won’t leave the bottles smelling like washing-up liquid.

Nimble Milk Buster’s spray bottle makes it easy to prevent milk residues building up. Simply spray, brush, and rinse to make them look, feel, and smell like new for longer.

And you aren’t restricted to baby bottles: Nimble Milk Buster can remove stains and residues left by milk from any plastic, such as breast pump accessories, children’s cups and bowls, smoothie makers, protein shakers or even your coffee machine!

It retails at just £4.99 for 200ml, which lasts for up to 2 months of regular use, or £2.99 for a dinky 60ml travel-sized bottle, so you can wash baby bottles when you’re out and about or travelling for a holiday or seeing in-laws.

For more information about becoming a stockist: Email: von.sy@nimblebabies.com Visit: www.nimblebabies.com

3

New Product Launch Nimble has also newly launched its second product, Nimble Sticky Stopper, an antibacterial toy and surface cleaner that cleans and disinfects surfaces without using bleach.

It gets rid of sticky and greasy messes from food, chocolate, fruit juices, milk, and more.

And unlike regular surface cleaners, Nimble Sticky Stopper doesn’t use bleach.

Yes, you heard it right – no bleach! It uses lactic acid, which is a natural disinfectant made by fermenting sugar.

It comes in a foaming spray that ensures gentle and even cleaning.

You can use it to clean toys, floors, potties, high chairs, play mats, bibs, and more.

Help mums and dads get themselves out of another sticky situation with Nimble Sticky Stopper.

.

BOOK ONLINE TODAY!

25 - 27 March 2018

Harrogate Convention Centre, North Yorkshire

Have you booked you stand space yet?

Don’t miss the only chance to see important UK trade buyers at Harrogate

www.nurseryfair.com Tel: 01902 880906

Email: adrian@nurseryfair.com

NT December 17 - final.indd 1

08/01/2018 16:19:51

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

WH WATTS

Gary Watts

What expectations do you have for business throughout 2018?

I think 2018 is going to be a difficult and challenging year, there seems to be a focus within the general public for finding the best possible price for everything. This added to the constant price cutting online is pushing margins down and making life more difficult for all of us. However, having said that we are still expecting growth within our store and also have a new website launching in February.

Do you think we will see any specific consumer trends?

I don’t think we will see any specific trends. There will be a continuation of grey, which is still massively popular, and we have seen a rise in cheaper travel system bundles which we expect to grow throughout next year which we hope may combat the cheap imported travel systems that have grown in popularity in 2017 and are available online being sold by god knows who!

What are your key buying times throughout the year?

We buy throughout the year but always visit trade shows and supplier shows and buy into deals at this point to help with maintaining margin.

Are you attending specific trade shows in 2018?

Trade show wise we attend Harrogate and Cologne and find these massively important. Cologne has to be a must for any retailer looking to expand and develop their business and has now become the most important trade show in the calendar.

Even so Harrogate must be supported by both retailers and suppliers. We must all do our bit to ensure that it survives and grows as without it smaller retailers will find life even harder, not to mention smaller suppliers who will have nowhere in the UK to show their products. Also, it doesn’t look good on us as an industry if we have no UK trade show!

We also attend as many supplier events as we can, next up being Dorel on 11th of February, always a good do and very much worth attending.

123 ABC

Andrew Hammond

What expectations do you have for business throughout 2018?

Our business is still young and we are still experiencing organic growth and I see this continuing through 2018. We are actively looking for our 4th store and hopefully we can get this secured in 2018.

Travel systems and car seats will continue to grow for us this year and we are adding to these categories with a couple of new branded partners in the next few months.

We do think that we have almost lost the highchair/bouncer and walker market to online due to pricing and fierce competition and we see this as an area we will keep a close eye on with the possibility of reducing space in store.

Do you think we will see any specific consumer trends?

Consumers over the last 15 months have been swamped with all brands launching new systems in all shades of grey but we can see this starting to slow down with customers, although still buying greys they are now looking at other colours especially black/black which is starting to come through.

More customers are now understanding i-Size and the importance of good advice on car seats in store and we see this continuing this year.

What are your key buying times throughout the year?

There seems to now be no specific buying times with brands launching continuously throughout the year but I suppose February/March and September is when we seem to have more appointments than the rest of the year.

Are you attending specific trade shows in 2018?

We will always attend Harrogate and Cologne every year and are happy at the moment with those two trade shows.

BABYLICIOUS

Ian Davidson

What expectations do you have for business throughout 2018?

We have channelled our efforts to get behind certain brands and this appears to be working for us. Our like for like year on year sales are up with new ranges selling well. By changing our strategy we expect this to continue throughout 2018.

Part of the new strategy was to get rid of some of the bigger suppliers and claim back our shop floor, thus enabling us to better focus on brands which work well. I have to say, this is one of the best decisions we have made. 2018 will continue to see Babylicious fine tuning product ranges offered to generate better sales.

Do you think we will see any specific consumer trends?

One area that is notable for 2018 will be the trend that will focus on compact folds and lightweight buggies. However, umbrella folds now appear to be a definite thing of the past.

Are you attending specific trade shows in 2018?

But of course - Harrogate is a must attend for us here in the UK, while we focus on Kind Und Jugend to gain an international perspective of products and trends.

16

nursery today

Sara Hubbard

WHITES FARM BABY BARN

What expectations do you have for business throughout 2018?

We have seen a steady increase in sales and customer interest through 2017, and plan for this to continue into 2018. Using social media platforms like Facebook and Instagram we have been able to broaden our reach; engage with new audiences and also strike up working relationships l ti hi with other companies within the nursery sector. We have already planned events to take place in January, such as our extremely popular partnership with Mini First Aid. Do you think we will see any specific consumer trends?

After visiting the Kind und Jugend Cologne Trade Fair in September, we don’t believe that there will be too many changes to current trends. Grey will still be a prominent colourway in both pram and interior divisions, and customers are definitely still on the lookout for the next big thing!

One trend we have seen increase this year is customers wanting a more personal service when it comes to their purchasing. We anticipate that our one-to-one consultation service will only grow in popularity, and more customers will return to store for professional advice.

What are your key buying times throughout the year?

Generally our key buying times are March and September, after both Harrogate and the Kind und Jugend trade shows. However, with more suppliers holding their own events to showcase their new products, buying times for us can change. As well as this, we also like to keep abreast of the latest innovations, popular products on social media and hidden gems; if we feel like a product is just too good to miss out on we will order there and then!

Are you attending specific trade shows in 2018?

We are considering travelling up to Harrogate in 2018, and are definitely attending Kind und Jugend in Cologne. For us we find the Cologne trade show gives us the best variety and volume of products/suppliers for the time frame we work with.

Some of our suppliers are holding their own events and training, so we will try to attend as many of these as we can. In a perfect world we would love to visit some consumer shows, our closest being held in London to get a better idea of what our customers are looking for. This does of course depend on staff availability as there is only myself and my two daughters working in the store!

nursery today

17

nursery matters JOHN BARKER

Barking Mad It’s a busy time at Pramland! John Barker takes us through their recent decision to grow into 2018.

JOHN BARKER john@pramland.co.uk ell that was an interesting end to the year! After a good few years of hunting for a new property we managed to find one. Only problem was that in order for us to not impact on our January we needed to get the new store ready in record time, while ensuring the current store remains uninterrupted. The tale is one of awe and wonder, battles lost and treasures gained. Hang on no its not, it’s a story full of sub contractors being useless, promising much and either delivering nothing, literally, or exceeding their mandate.

I must mention at this point that I’m typing this mid December with my laptop balanced on the edge of a pallet stacked high with slat walling staring at an empty store wondering if it will ever be ready. In the warehouse next door is a void comparable in size to the halls of Moria – fortunately devoid of Balrog. My wife has just been on the phone to tell me a nice man has just delivered enough cider from Lilleys to get a small nation drunk, and at this time I have to admit I’m tempted to call it a day and go help them out. So before I regale you with the full and gory details

W

18

nursery today

pertaining to our many mishaps let me take you back to the beginning.

Our old store, like many in the industry, started off life with a very different purpose. It was formally a house that over the years has been bashed and banged, sometimes begrudgingly in to a rough facsimile of a shop. Yes we have a good size shop floor and storage area but given the fact that we have had to fit our space, we’ve been struggling over the years to meet our own expectations.

We have finally got to a crossroad, the business wants us to make a decision – sit tight and continue as we are or make a leap of faith and take a risk.

As we have been around for over 67 years we have become part of the furniture in East Hull. We are that much of an institution here in East Hull we managed to be included in the Viz Profanisaurus (Honestly!

Check it out if you don’t believe me).

When we realised that the world is bigger than East Hull we knew the only option was to move, to find a new home that would allow us to grow and therefore the business to grow. A nice positive? It would be but it has become increasingly more apparent that the system is stacked against a small to medium size business wanting to grow.

Our solicitor, Dick Turpin (you may know him, he wears a mask and screams stand and deliver when he passes the bill to you) is powered by an old redifusion box as he only seems to be able to work when you’ve pumped enough coins in. There is however one creature that makes our solicitor look like a workaholic, I refer to the endangered species that is the tradesman (or to give them their Latin name workshalfadayicus). We’ve amassed a who’s who of tradesmen, amongst them we have flooring contractors unable to correctly calculate the materials they need to complete the job in a timely manner to heating engineers that are convinced the problem isn’t their fault but the electricians. I think my favourite

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 contractor is the painter and decorator, I love him for a couple of reasons a) he has shorter working hours than our solicitor, b) he’s only a little chap. I think he may be the offspring of Bob Ross and his little pocket squirrel and c) it would appear the humble “paint monkey” (I’m assured by the site manager this is the universally recognised term for them) is the absolute bottom of the contractor pile and I’m a sucker for an underdog (after all I do support Arsenal). Who would ever think that there’s a tradesman hierarchy? Finally I can’t have a moan about any of these people without mentioning our wonderful bank. Over the years we’ve banked millions of pounds with them, borrowed a bit to grow the business but paid it back in a timely manner, put up with their excessive fees to review our tiny overdraft facility and tolerated what has to be the most awful online banking system in the sector. Never once have we been a burden or strain on their time or facilities. So how do you think they reacted to our request for a small bit of assistance? I’ll tell you, they looked at us like we’d just dropped a huge bottom burp mid curtsey whilst meeting the Queen. All reason vacates the building once our “business development manager” walks through the door. He proceeds to complete his “paperwork” and asks every question

imaginable, including our inside leg measurements – conducts vigorous DNA profiling and then disappears in to the night laughing to himself as he plans how he’ll spend his commission.

The whole process was a time consuming waste of energy, no wonder small businesses are scared to grow.

When the very institutions set up to help and assist make it so hard what chance do we have?

There is one group of people that I can’t moan about. Who? You may ask.

Well I’m very pleased to say it’s our suppliers! The support we have been given has been excellent if not a little varied. In general we have been offered more stands and display units than we could ever hope to house, banners, signs and POS is coming out of our ears. Best of all the offer of goody bags and in store promotions to launch the new store has blown me away. As usual BabyStyle have gone beyond the call of duty and have even built the stands for us (many thanks Dave & Jim) saving us valuable time and effort.

So, we are currently building stands, moving stock between stores and generally getting stressed out over the most simple of things. And to think, by the time you are all reading this we will have opened and the late nights and early mornings will be a distant memory. We will be settling in to our new home and still staring blankly at spreadsheets forecasting our move to have been a smart decision, I guess only time will tell. The response from our customers and community has been fantastic and a real boost to morale, the mood is positive and we are looking forward to welcoming our first person through the door.

So until next month fair well, I’m off to organise our launch party. At the moment I’m arguing with Papa B over getting either a Hull City player in to open the store or my band. He said we are just a noise and will put the punters off, the cheek. If all else fails we’ll just ask Yas Ali to come down to cut the ribbon.

The Mouthie Mitten™ Teether is a “handyâ€? teething solution that prevents the constant dropping of teething toys. It provides easy access pain relief for teething babies who are still learning consistent grip and direction and protects the hands from irritation due to chewing.

A textured flexible silicone surface provides soothing teething relief.

• • • • •

Easy hand to mouth access for baby.

Secure adjustable strap.

Protects baby’s hands from excess saliva and chewing.

Small and lightweight Interchangeable - can be worn on whichever hand baby prefers.

Now finally available in the UK through Natmark Distribution contact mark@natmark.co.uk

www.natmark.co.uk

3 @3< >!2; ;3 #' =-9-#£' 32 (38'-+2 1!80';9S ' 8'$311'2& ;,39' >-;, >,31 @3< $!2 ;!£0 #<9-2'99W '; -2 ;3<$, >-;, ;,' 8'68'9'2;!ধ ='9 3( ;,' #'9; ;8!&' 1!+!A-2'9W Һ

{ Z

T { ࢰ ã

{

BD_reklama_BCMI_210x148_v3.indd 2

8'9-&'2; ! 8 ' 0 ! 2 03>9 0 ; 'ÂŁ W V Â? Â&#x2039; ÂĽ Â? Â&#x2C6; Â? Â&#x160; Â&#x160; ¤ Â&#x152; Â? ÂĽ T #$1- |#8 !2 A !&A - '$ - ' $ ! W 6 ÂŁ > > >W #!#@$!8' 1!+ !A - 2 ' 9 W $ 3 1

2015-08-21 17:38:14

focus NIGHTLIGHTS

Step in to the light Nightlights are a growing nursery category. We take a closer look. ore parents are now actively buying nightlights for the nursery. These offer so many benefits, from being a soothing item that gives the nursery a calming glow to lights that offer the ability to be able to perhaps check in on baby without the need to turn on the main light or an instant light display offering a relaxing atmosphere.

Trends of course are also very prominent in this category, with lights for the nursery available which now offer an additional host of features.

The Gro Company have been offering night lights since they first introduced their Groegg. Rob Pascoe (Group Commercial and Marketing Director) told us: “The current trend customers are following is to choose products that offer a combination of functionality and style. They want value for money and don’t want to have to compromise on products looking good in their home. They also want products that are going to help them in their parenting journey. The Groegg2 is a key new product that exemplifies this as it has all the same functionality of the original Groegg but with added features including adjustable light levels as well as having a more up to date styling.”

Danielle West (Chicco Junior Product Manager, Toys) agrees. “Multi-functional capabilities are becoming more and more popular. As well as a nightlight, parents are looking for items that can also perform functions such as ceiling projection or act as an ambient atmosphere light to soothe babies as they drift off to sleep.”

As with many nursery categories, nightlights also continue to evolve. “Nightlight brands are continuously improving their products to adapt to latest industry trends because, over the last few years, technology has really moved along. These days, a nightlight is not only a help for parents to soothe children around bedtime, but it’s also part of the bedroom décor.” Emma Dutton commented (Marketing Manager, Hardeberg&Co). “Parents are really attentive to interior design so nightlight manufacturers are working hard to place their product’s key features inside units with beautiful designs to complement a room’s style. Needing something to suit all tastes, parents will now see a wide range of characters and colours to choose from when making their nightlight purchases. “ Is this a category that is brand relevant? We asked independent retailer Abbie Hubbard (Manager, Whites Farm Baby Barn) for her thoughts.

“I wouldn’t say that specific brands are more important than the general functionality of the product. One of our best sellers is the Tiny Love Magical Night 3 in 1 Mobile - which offers a cot mobile, lampshade and projector with a nightlight

M

20

nursery today

feature and music.

Customers seem to like the multiple functions of the mobile and feel the longevity is worth the slightly higher price. I believe a good price range with options for every budget are important in this sector.”

With this becoming an ever growing product category, we are FIN is a reading and night light all in one. The friendly little lamb experiencing more brands will keep all little ones company when reading a bedtime story and lighting the way for parents. automatically switches off after one hour, enabling children to fall Hardenberg&Co are the asleep with the light and sleep through in the dark. FIN is wireless so distributers for Pabobo and will fit well in any nursery and is completely safe from overheating. have seen an increased Tel: 01730895761 desire for nightlights that Web: www.cheekyrascals.co.uk offer additional functions.

“As with most things in life generally, consumers thrive on word of mouth and nightlights are no exception – they want a brand they can trust, especially when nurturing baby.” Said Emma.

“Created in 2003, Pabobo was the first brand specialising in nightlights. Prior to that, nightlights were seen as safety elements, just useful to find your way in the dark. This was seen a relatively easy fare for new brands and a busy marketplace ensued.

Parents are faced with an army of brands, some Nursery market specialists FanFinders survey well-known and others less so.”

1300 consumers via their online platform Your With the nursery industry being so emotive, we Baby Club focussing on nightlights. Here’s the asked Danielle if she felt this was a category that is results. researched prior to purchase. “The sleeptime sector Did you buy a nightlight for the nursery? in general is highly researched prior to purchase.

Yes: 799 (61.5%) Babies spend a significant amount of time sleeping, No: 501 (38.5%) and so parents are very conscious of purchasing the

Counting sheep

The survey says….

best items to keep them comfortable, safe and happy at all times. As an extension of this, nightlights are therefore a considered purchase, as parents seek an option that will maximise their baby’s comfort during sleeptime.”

Abbie has experienced first-hand how well these products perform instore. “Nightlights are a category that doesn’t always fly off the shelves, but we have little flurries of activity within this category when a batch of our customers reach the age where children are sleeping in their own rooms.

“Although it isn’t our most successful category we do still believe it is a staple within our store, and something we always need to have on offer to our customers.”

Is it time you switched on to this category?

Take a look at the following pages where we highlight products that are currently available.

Were you looking for a nightlight with additional functions?

Yes: 669 (51.5%) No: 631 (48.5%) Did your chosen nightlight have to fit within the décor of the nursery?

Yes: 556 (42.8%) No: 744 (52.2%) Was this a must have product for you?

Yes: 711 (54.7%) No: 589 (45.3%)

Did you look for a brand name that you recognised?

Yes: 568 (43.7%) No: 732 (56.3%)

Soothed to sleep from Summer Infant are The award-winning range of Slumber Buddies the ideal bedtime companion for soothing little ones to sleep; with their multi-colour star and moon display that project around the room whilst playing a choice of different calming sounds from lullabies to nature sounds.

The Slumber Buddies range continues to grow, with the recent introduction of the Cuddle Bug and Soothing Turtle.

^ƵƉƉŽƌƟŶŐ ŝŶĚĞƉĞŶĚĞŶƚ ƚƌĂĚĞ Ͳ EĞǁ zĞĂƌ ƉƌŝĐĞ ĚƌŽƉ ǁŚŝůĞ ƐƚŽĐŬ ůĂƐƚƐ͊ The 2018 ‘must have’ award-winning breathable bedside crib!

Web: www.summerinfant.co.uk

ŽŶƚĂĐƚ ĂďLJďĂƐĞ ŽŶ Ϭϭϴϴϲ ϴϴϳϳϱϴ ĨŽƌ ŵŽƌĞ ŝŶĨŽƌŵĂƟŽŶ ĂďŽƵƚ ƚŚŝƐ ĞdžĐůƵƐŝǀĞ ŽīĞƌ ǁǁǁ͘ůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ ŵĂŝů͗ ŚĞůůŽΛůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ dĞů͗ Ϭϳϵϳϲ ϳϳϯ ϰϴϲ

Smart solutions for peaceful nights

Mini Bunny Stars Projector

Calm Ocean Dynamic Aqua Projector Super Nomade Night Light

• Dynamic Aqua Projections • High Quality Musical Sounds • Removable & Washable • Cry Sensor follow us For more information please call: 01785 503 305 or email: info@hcotrade.co.uk

@Hardenberg_Co Hardenberg&Co Ltd

nursery today

21

focus NIGHTLIGHTS

L ook in g a dd it i on fo r fe a tu res ?a l

Calm of the ocean

The Pabobo Calm Ocean Dynamic Aqua Projector features moving water and fishes to help soothe baby.

Its soft, musical ambiance goes through three phases of descending intensity to captivate baby, soothe and finally lull sleep.

The cry sensor automatically turns on the projector again if baby cries during the night. The relaxing sound calms the child, often without needing to wake the parents.

This Pabobo nightlight’s plush, star-shaped surround is easily washable because the projector is fully removable. Safe and intuitive, the Ocean Calm Projector is a well thought out piece of technology that will look superb in any nursery.

Tel: 01785 503 305 Web: www.hardenbergco.co.uk

Changing colours

The Groegg 2 has all the same qualities of the award-winning, original number one nursery thermometer, but it comes with some additional, improved features for today’s nurseries. The new sleek, silicone design is 33% bigger and brighter, making it softer to touch and even easier to see at a glance, ensuring your little one is resting at the correct temperature. In addition to the innovative colour changing system and digital temperature display, the Groegg 2 includes four adjustable brightness levels allowing you to use it as a nightlight or find a light level which suits your baby.

Email: trade@gro.co.uk Web: www.gro.co.uk

Baby’s best friend The Nightlight in Jungle and Unicorn are a soft cuddly toy which will soon be baby’s new best friend. A plush toy that will give baby lots of comfort to cuddle at sleep time and the soft alternating lights will give baby comfort to relax. Press the tummy button and a series of soothing melodies will play to also soothe baby.

Tel: 01454 326555 Web: www.redkitebaby.co.uk

ht Starry, starrylightnig from Chicco soothes and

With three different modes, Next2Stars night aped comforts babies as they drift off to sleep. With one push of the moon-sh the of ceiling the across sky button, Next2Stars projects a beautiful starry bedroom. The second mode is activated by two pushes of the moon button, transforming Next2Stars into an atmospheric bedside lamp. With three pushes, the moon night light mode is activated. More than just a light, Next2Stars also has a musical button that provides the choice between ga classical, new age or nature sounds, with volume control settings. Featurin a and cot travel a universal attaching mechanism that attaches on to both a crib, Next2Stars is perfect for in the home and on the go. It is available in option. colour blue light pink and light Web: www.chicco.co.uk

22

nursery today

Ollie’s a hit New to the market Ollie the Owl from The Gro Company has racked up an array of awards in 2017 as well as quickly becoming a firm favourite with parents. A cuddly friend, Ollie is a unique and utterly adorable light and sound sleep aid that plays four soothing sounds including white noise and Brahms lullaby.

With clever CrySensor technology means Ollie automatically activates when baby cries, soothing little ones gently back to sleep meaning more rest for mum and dad too. With a gentle night light in his tummy, Ollie is gorgeous plush toy that has already helped many new parents comfort and settle their baby.

C ry S en so r tech n ology

Email: trade@gro.co.uk Web: www.gro.co.uk

Let there be light

Stars and lullabies

We can all identify with the anxious night time changes, trying to keep baby sleepy whilst feeding and changing nappy. Prince Lionheart’s Illumipad with integrated LED light that illuminates the changing area alleviates that anxiety.

Young babies often struggle to settle at night and the Little Chick London Twinkle Lights Bed-time Soother provides the perfect combination of lights and sounds to soon have little ones snoring gently.

This beautiful addition to the nursery is available in a star or heart shape in white or grey and is made from the softest plush. It can either be placed on a flat surface or hung using the hook and loop strap provided. When activated it brings a baby’s room alive with a colourful light show projected onto walls or ceilings, accompanied by soothing lullabies from reassuring heartbeats to cute birdsongs. Whether providing a calm atmosphere during night feeds, or capturing the baby’s attention until it slowly drifts to sleep; the Twinkle Lights Bed-time Soother will soon become an essential part of the nigh-time routine.

Web: www.princelionheart.com

Tel: 07976 773486 Email: hello@littlechick.london

ht Light up at nig– LiteCup Baby. The only children’s

Meet the newest addition to the LiteCup family nding little ones beaker with an integrated nightlight, curing parents of sleepless nights fi themselves back comfort and sip can drink. As they can see their beaker in the dark, they reduced spill the and , children smaller for handles al to sleep. LiteCup baby has addition cool liquid, of 200ml Holding angle. any from drink can they means valve 360° drinking with a ribbon security a and LiteCup Baby comes with removable handles for easy grip straps. clip for fastening to buggy or high chair Tel: 01278 434440 Web: www.hippychick.com/litecup

Cover Story: DOREL

Rock solid Over 30 years ago, Maxi-Cosi launched Europe’s first baby car seat and since then, the brand has gone from strength to strength.

Decades of safety experience

As innovative market leaders in child travel safety, Maxi-Cosi both meets and exceeds all legal requirements for testing.

The newest car seats comply with the new i-Size (R129) safety standard. Other car seats comply with the ECE R44/04 standard which ensures a minimum level of safety.

Maxi-Cosi also significantly raises the bar to carry out additional stringent tests on all aspects of car seats. The more demanding tests are similar to those carried out by the independent and internationally respected car safety expert, Euro NCAP.

Going the extra mile

The standard testing speed for frontal collisions is 30 mph, but Maxi-Cosi tests seats at 45 mph. In addition, Maxi-Cosi carries out extra crash tests to simulate a variety of side and side/frontal car collisions.

As a result, Maxi-Cosi leads the way in improving side protection and has developed ground-breaking technology to protect children from injury in a side-impact crash.

24

nursery today

Supporting parents from day one

Discover Maxi-Cosi’s range of rearwardfacing infant carriers consisting of the award-winning Pebble Plus, Rock, CabrioFix and Citi. Covering a range of budgets, yet adhering to the highest safety standards and offering the utmost comfort for babies, parents can choose the seat that suits them.

A new addition to the Maxi-Cosi range

Replacing the much-loved R44/04 Pebble, the Rock is an affordable i-Size infant car seat that doesn’t compromise on safety.

Complying with the latest i-Size (R129) car seat legislation, it features impact-absorbing material in the top side wings and offers excellent car safety in case of a side impact collision. Thanks to the comfortable inlay, a newborn can enjoy a high level of safety in a cosy environment. Parents are advised to use the Rock with the 2wayFix base, providing convenient ISOFIX installation and a highly convenient click-and-go system when out and about.

Key features:

• i-Size (R129) safety – Complying with the highest standard of safety legislation the Rock can be used from birth until 75cm (approx. 12 months old).

• Baby-hugg inlay specially designed for newborns – Included with the Rock, the baby-hugg inlay has been designed to provide additional protection for babies and ensures a better lying position • Flexible travel system – Compatible with all Maxi-Cosi, Quinny and other popular brands of pushchairs with adapters • Outstanding side impact protection –Situated in the top side wings of the Rock, the impact absorbing material reduces the risk of injuries to babies by drawing the forces away from them • Airline Approved – Parents can enjoy a more convenient journey, as the Rock can be installed using the lap belt across the lap of the baby using the blue belt guides • Install with Isofix or with a 3-point seat belt – Install using the 2wayFix (Isofix) base for

the easiest and safest way to travel.

Where ISOFIX isn’t available the Rock can be installed using a 3-point seat belt using the blue belt guides.

• 3-point harness with one-pull tightening system – Keep baby secure in the car with the 3-point harness which can be tightened easily with one hand • Integrated UV50+ sun canopy – The sun canopy can be pulled out and attached to the car seat handle to provide shade whether they are inside or outside the car.

Joining the hugely popular Pebble Plus, how does the Rock compare?

• One harness position (Rock) vs multiple positions (Pebble Plus) • Open storage (sun canopy) vs flexible rim • 3-point harness vs easy-in harness • No memory buttons vs memory buttons • Inlay is not reversible vs reversible inlay

“ Discover M axi-

Cosi’s range of rearward-facing infant carriers consisting of the award-winning Pebble Plus, Rock, CabrioFix and Citi.

Covering a range of budgets ”

Tel: 01284 413141 Web: www.maxi-cosi.co.uk

The Rock is available now from selected stores and is RRP £165.

Additional MaxiCosi Services:

Maxi-Cosi takes care of families and offers lifetime warranty on car seats, bases, pushchairs and carrycots. To claim, the product(s) must be registered within three months of purchase.

For children with hip dysplasia, Maxi-Cosi has worked with medical specialists and adapted a car seat, the Opal to give extra back support and space for the legs that is vital for children with hip dysplasia.

nursery today

25

focus BABY ESSENTIALS

Essentially yours Of course, we know that there are certain products that are simply must haves, and the nursery industry most definitely delivers – with innovation constantly moving forward within the car seat category and beautifully designed wheeled goods, cotbeds, side sleeprs and Moses baskets. But there are other items, perhaps smaller, that parents view as essential. These can vary from monitors, mobiles, bedding, through to baby comforters. Here we bring you a selection of items that fit the essential wish lists.

Swaddled in dreams Love To Dream have thoughtfully tailored the Swaddle UP to create the ultimate sleeping position for new-borns up to 4 months, enabling children to escape to the land of nod peacefully. The one of a kind, snuggly swaddling solution encourages little ones to sleep comfortably in the natural sleep position with their arms UP. With two stylish new patterns in its original and award-winning swaddle solution parents and little ones alike are sure to sleep peacefully!

Tel: 01730895761 Web: www.cheekyrascals.co.uk

From bath to bed that are ideal for newborns. Including, the Deluxe Baby

Summer Infant has a whole host of products bather has a three position Bather which cradles newborns, making bath time easier and safer. The and development. The soft growth of stages their out through ble recline, helping baby to feel comforta security they need, making mesh, head support and solid base gives newborns the extra support and bath time easier for parents and enjoyable for babies. newborns, it recreates the And when it’s time for bed, the Summer Infant Swaddle Pod is perfect for safe sleep experts. The familiar cosy womb like feeling and was developed together with leading prevent them from startling helps it as Swaddle Pod is ideal for very young infants and premature babies ble elastane cotton blend comforta soft, The pod. the into awake. Simple and easy to use, just zip baby comfort. their for nt stretches with baby’s moveme Web: www.summerinfant.co.uk

ewan’s a dr eam for newborns

SweetDreamers multi award win ning flagship pr dream sheep, ha oduct ewan the s been thoughtfu lly designed and help enhance qu developed to ality sleep for bo th baby and pare Adorable ewan nts. ’s calming wom b and heartbea emitted at the lo t recordings, w bass frequency that baby’s pred in the womb, to ominantly hear gether with a so othing pink am chest, combine bient glow in hi to produce an in s credibly effectiv which of course e sleep soother; makes ewan an essential part of routine for any the daily newborn!

With numerous awards and thou from happy pare sands of five sta r reviews nts, it’s no wond er that ewan’s po sky - rocketed an pularity has d an affordable RRP of £29.99 ideal choice for makes him an every new mum ’s baby shower Web: www.sw eetdreamers. list! co.uk

y

26

nursery today

Transition with tot

The Soft Spout Sippy Cup is an essential part of your tot’s development.

From four months+ the unique, almond-shaped spout opens easily as soon as your little one’s lips touch it, and is specially designed to make it an easy transition from bottles or breast feeding. The sturdy cap covers the silicone spout to keep it clean and prevent leaking. The Set also includes a Training Lid to mimic grown-up cups, and when your big kid is ready, the disk can be removed to be used as an open cup.

In the recent Loved by Parents Awards 2017; the Soft Spout Sippy Cup Set received the Silver Award in the category for the Best drinking cup/travel bottle.

Email: info@oxouk.com Web: www.oxototuk.com

Experience the fresh new range for Spring. Lovingly crafted by experts, with innovative new fabrics to delight parents and brighten up bedtimes. The Grobag is the only baby sleep bag recommended by The Lullaby Trust.

To find out more email trade.gro.co.uk or call 01392 347111

focus BABY ESSENTIALS

Ja m pack w it h fe a tu e d res

Side sleeping perfection

This brilliant side-sleeping crib attaches securely to the parents’ bed, meaning they can sleep right alongside their little ones without compromising their safety. Side-sleeping has many benefits for both baby and parent, including helping newborns adjust to sleeping patterns, making feeding easier during the night and encouraging baby-parent bonding.

At 50% bigger than a traditional Moses basket Chicco Next2Me Dream is suitable from birth up until six months, and the 11 adjustable height levels mean it can be fitted to any bed. It can also be used in three modes, making it a multi-functional product: side-sleeping, standalone or travel mode. In the standalone option, rocking mode can be activated with a foot pedal to help soothe babies to sleep, and it also has a handy tilting function to aid with reflux and congestion. Finally, Chicco Next2Me Dream can be easily folded and transported with the help of an included travel bag, and at only 11kg, it is the perfect travel companion.

Web: www.chicco.co.uk

You can keep your sock ons Sock Ons were created by mum Kezi Levin to solve that age old problem of babies pulling off or losing their socks.

Made from a softly woven blend of elasticised material, Sock Ons are worn over regular socks, holding them firmly in place, regardless of tugging!

The range comes in a huge array of colours from neutrals and pastels through to brights. As well as being available from 0-6 months old, Sock Ons are now available right up to 12-18 month old to extend their use even further. Sock Ons and other products in the Ons range are now all available for trade customers to buy directly from one easy accessible website.

Web: www.sockons.co.uk

What a relief

The BabyComfy Nasal Asp irator uses your own suc tion to remove nasal mucus safely and hyg ienically. The suction pow er is limited only by the suction you can draw. Always safe for the parent and thee child because you contro l the suction.

Also available are the inn ovative Nail Clippers. Th e patented single-blade design won’t cut baby’s skin. The bottom safety ledge pushes baby’s skin back and out of the way while the top blade cuts the nai l, and only the nail. Experience an easier and safer nail clipper for your baby wit h BabyComfy Nail.

Email: natalie@natm ark.co.uk Web: www.natmark.co .uk

28

nursery today

s Monitor succes nt and Sound

Angelcare’s AC517 Video, Wireless Moveme Baby Monitor is jam-packed with award-winning features that put it head and shoulders above the nearest movement monitor. The movement sensor pad is the major player, only alerting the parents if there’s been no movement for 20 seconds.

Combining the wireless movement sensor pad with a top-quality camera and microphone in the nursery unit means parents can also see and hear their little one, perfect for keeping close tabs on them throughout their sleep via a portable parent unit. Temperature display and talk-back options contribute to making the AC517 Monitor a newborn essential.

Tel: 01785 503 305 Web: www.hardenbergco.co.uk

Angelcare_AC517_NurseryTodayDec17.indd 1

14/12/2017 16:47

focus BABY ESSENTIALS

Gro to sleep

Grobags have changed the way parents put their babies to sleep with 89%* of parents now using a baby sleep bag. In their latest range of award winning Grobags, The Gro Company have introduced some new fabrics such as quilted Jacquard, which is perfect for those parents looking to add a touch of luxury to their baby’s nurseries. Gro have also increased their range of Lightweave Grobags in gorgeous designs that have been inspired by the latest Scandi trends. * The Baby Sleep Bag Safety Standard Survey was run independently by Native Media, on behalf of The Gro Company, In February 2017.

Email: trade@gro.co.uk Web: www.gro.co.uk

Close for rt comfbio sp es end much

New-born ba s sleeping oof their early week e Chick aand thanks to Littl 2-Stage us L London’s gorgeo s no longer um m t, Comfort Nes ing up and have to keep runn them into downstairs to put but can keep , ps their crib for na t e day. e throughout th playtime and e close by their sid bl rta fo ised naptime and m rv co pe d su an r fo ct rfe pe is anti-bacterial t little ones cosy le, uc tional prod r soft breathab ffuncti pe tisu ul a m c th sti wi ta st ne fan This their own snug fely contained in 30 degrees. r keeping babies sa is fully washable at so babies can eithe ich wh r, ve co o bo m removable wedge, ba ue iq un a s e ha t -ey es and anti-fungal N better eye-to London Comfort flux and provide the The Little Chick up to help ease re d pe cot or toddler bed, a op to pr in or s e on tim iti y ns m tra m d tu r an ni fo er e lie flat during th ght. by gets old g playtime. As ba baby’s upper body rin ise du ra t to en t perfect m ee ge sh ga a en eath and travel, so it’s separately undern n bag for storage ow its to in ly wedge can be used at ne fort Nest folds The 2-Stage Com to friends. its vis for days out and 86 Tel: 07976 7734 tlechick.london Email: hello@lit

Take a quiz All wrapped up Abeille have taken the classic cellular blanket – the only blanket recommended for newborns and transformed it into a beautifully soft and stylish accessory, available in a range of six colours to compliment the modern home. Cellular blankets have small holes in them to keep baby warm in the winter and cool in the summer months with no risk of suffocation. Abeille blankets are softer, larger and bouncier than their counterparts, long gone are the crispy cottons and faded colours of traditional cellular blankets. Each blanket comes packaged in a striking gift box. For more information on Abeille blankets.

Web: www.hippychick.com/abeille

Let’s play a little quiz, shall we?

How many New Mums experience their baby’s bottles going cloudy and smelly over time?

A. 20% B. 80% = Answer: B. Nimble Babies found out from their survey with 650 New Mums in the UK that a whopping 80% have experienced this and have found it to be an annoying problem that they need help with.

Why do bottles go cloudy and smelly over time?

A. They just do. B. Because of milk residues = Answer: B. Residues are made of yucky milk fat and proteins that love to be attached to plastic, making them hard to come off. These awardwinning and patented Nimble Milk Buster cleverly detaches milk fat and proteins to make bottles clean and odour-free.

Web: www.nimblebabies.com

30

nursery today

supplier snapshot This issue we speak to some of the industry’s finest to find out what their expectations are for 2018.

Andy Crane MANAGING DIRECTOR, BABYSTYLE

What expectations do you have for business throughout in 2018?

We have good expectations for 2018, with the recent celebrity launch of the Quail and other new launches in the pipeline BabyStyle looks set to continue growth and turnover once again. The current year shows an increase so far of 28% in turnover on the previous year which was up by 25% and we forecast this to continue in to the following year even with the recently much publicised store closures.

These expected store closures should offer great rewards for independent retailers, consumers want to see, feel, test and compare pushchairs and prams and for those retailers willing to work hard good times could be just around the corner.

Do you think you will see any specific consumer trends?

The premium market is certainly an area that we see increasing. More and more consumers are looking for premium brands and models that have top quality fabrics and finishing touches.

Are you planning any key product launches in the year?

The key launch at the moment for us will be the Oyster 3 to be seen for the first time at Harrogate. The Oyster 3 is based on the proven and highly successful original Oyster and the Oyster 2 but with many improvements based on comments and indeed criticism’s received from retailers and consumers. The Oyster 3 will be larger than its predecessors but with a smaller fold.

Francesca Turner BRAND MANAGER, OXO TOT

What expectations do you have for business throughout 2018?

We expect to grow OXO tot in 2018. As it will be uncertain times due to Brexit, we want to maintain a consistent growth and increase our brand awareness. We have some great marketing plans in place and we’re significantly increasing our marketing investment next year.

Do you think we will see any specific consumer trends?

Marketing Trends: This year we have seen an increase in consumers looking for real mums and dads for their experiences and views, rather than the polished brand experience. We will see this trend continue to grow throughout 2018 with the rise of social influencers.

Product Trends: Consumers are looking for products that complement the décor in their home and are stylish in design; products that wouldn’t look out of place in their dining room.

Are you planning any key product launches in the year?

We have quite a few new product launches planned for 2018. We are strengthening our feeding and bathing ranges. The products are typically OXO; they make everyday life that little bit easier for parents. We are very excited to share these launches with you in 2018.

Nikki Vadera

HEAD OF MARKETING UKI - DOREL What expectations do you have for business throughout 2018?

2018 is a really exciting year for Dorel.

We expect to see continued growth across our portfolio of brands and are going to be heavily focussing on strollers, as well as car seats.

Do you think we will see any specific consumer trends?

Fashion and practicality on strollers and ease of use and quality/safety on car seats. Although these aren’t specific trends, they are growing in importance for consumers. How consumers access information and the type of content is key too. We will have a mobile first digital approach to our communications.

Are you planning any key product launches in the year?

Where do I start?! 2018 is going to be a

32

nursery today

very busy year for Dorel with over 14 launches across MaxiCosi and Quinny on car seats and strollers, not to mention additional launches across Safety 1st, Tiny Love and Baby Art!

Holly John

MARKETING MANAGER, CHICCO

What expectations do you have for business throughout 2018?

After the success of last year, Chicco’s future is looking bright as we head into 2018. Our bestselling Chicco Next2Me Dream side-sleeping crib picked up Gold at the Mother & Baby awards and is set to continue this success as the year goes on. Not only that, but Chicco Next2Me is set to return to TV screens in February, appearing on more than 50 prime time channels.

We’re extremely excited about the all-new Baby Hug 4-in-1, our unique multifunctional indoor solution that keeps babies close-by at all points throughout the day. With this set to hit TV screens in the summer, we’re confident business will remain positive throughout the year.

Do you think we will see any specific consumer trends?

Modern parents are becoming more and more conscious of time, money and space when it comes to purchasing nursery items. With everything moving so quickly in this fast-paced era, items that maximise quality time with little ones whilst saving on cost and space are becoming increasingly popular.

Items that meet these needs are ones with multifunctional properties that can perform

more than one purpose from a single unit, and this trend is set to rise.

Are you planning any key product launches in the year?

We’re very excited about the launch of the brand new Baby Hug 44-in-1 in 1 indoor solution. Designed to keep babies close and safe at all times throughout the parental routine, Baby Hug can be used as a crib, recliner, high chair and first chair to the table all from one product! Thanks to its four wheels, it can be easily moved around the house and has various attachments that mean it can be adapted to suit changing needs throughout the day, encouraging bonding with babies by keeping them within eyesight at all times.

B2B expo in the business sector of products and services for children

The 9th International Fair of Toys and Products for Mother and Child

Invitation

Central & Eastern Europe's largest

21-23.02.2018 KIELCE, POLAND www.kidstime.pl Strategic Partner of the Fair:

Main Media Partner:

Co-operation:

Admission for business-insiders only. Visitors must be over 18 years old.

This invitation is valid for 1 person.

nursery today

33

focus LAUNCHING NOW

Launch for lift off Nursery has always been innovative and with this comes new product launches from many supplier/manufacturers throughout the year. Here we kick start 2018 showcasing new product launches in January.

ily tasks Simplifying da appointment as the exclusive distributors for Puj

Clever Clogs are delighted to announce their od. Scandi-style in the UK and Ireland. The Puj collection simplifies the daily tasks of parentho g. Puj is well brandin and g marketin neutral tones and clever product design is back by focused on track to be a huge hit with parents. it cradles The Puj Tub is a well-known and much-loved nursery product. During bathing, to get want won’t they position, the baby, keeping them protected and comfortable in such a out!

n with even Clever Clogs are delighted to announce further expansion on the Puj collectio Puj Flyte is The easier. been more creative bath time solutions. Setting up bath time has never The Puj away. nights or travel during rituals the perfect companion for maintaining bath time makes Nubs Puj l colourfu the And dad. and mum for easier time Pad and Kneeler make bath £9.99. from start Prices . children for fun and easy items ld househo hanging Tel: 07718 001605 Email: sales@cleverclogstrading.co.uk

baa baa baariliant blankie

Fresh beginnings Liverpool based pram distributer Bebeboo will launch their new look and new pram in 2018.

The new pram, Joli, will be the latest in the brand’s baby-accessory product range.

Bebeboo founder Mostafa Saadat said: “This year we’ve been working hard to develop a new product and new image for ourselves.

“We’re excited to launch our new pram, Joli, into the UK market. 2018 will be an exciting year for Bebeboo.”

Tel: 0800 989 0038 Email: holly@beboo.co.uk Web: www.bebeboo.co.uk

Sponsored by

Available from late January, the team at Sweet Dreamers are pleased to announce ewan the dream sheep has a new member in his flock. Introducing the baa baa blankie! This super soft comfort blanket is made from snuggly plush with silky edging, perfect for bedtime cuddles and snuggles. Featuring ewan’s loveable face in classic purple or grey, combined with a gorgeously soft cream blanket, the baa baa blankie will provide comfort in an instant!

Email: harry@sweetdreamers.co.uk Web: www.sweetdreamers.co.uk

34

nursery today

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

2018

focus LAUNCHING NOW

A sticky situation Oh no there’s another spill and it’s almost dry and quite sticky!

Don’t fear, Nimble Sticky Stopper is here to the rescue.

It works a treat! It gets rid of sticky and greasy residues left on toys and other surfaces using plant-based ingredients that are gentle but effective.

And unlike regular surface cleaners, it kills 99.9% of germs without using bleach.

Yes, you heard it right – no bleach! It uses lactic acid, which is a natural disinfectant made by fermenting sugar.

It comes in a foaming spray for gentle and even cleaning. You can use it to clean all kinds of things like potties, high chairs, play mats, floors, bibs, and more.

Get yourself out of another sticky situation with Nimble Sticky Stopper.

Email: von.sy@nimblebabies.com Web: www.nimblebabies.com

Goal setting Hands-free feeding

Posie & Bear are launching FeedingBuddy, a device that holds a baby’s milk bottle in place for hands-free feeding.

This unique product was developed by twin mum Charlotte Lönngren with the support of her local twin club. It’s the perfect solution for 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.

The simple and innovative design is also ideal for parents who have a toddler as well as a bottle-fed baby, or who want to feed on the move.

Tel: 020 36379959 Email: info@posieandbear.com www.posieandbear.com

36

nursery today

Kudo Banz is a unique, fun and effective way to teach kids age 3-10 responsibility, goal-setting, and good behaviours.

Kudo Banz works like a responsibility chart but is portable - your child wears it on their wrist so incentives and rewards can happen at home or on-the-go! It reduces the need for yelling and time outs by motivating your child positively. Kids earn Kudo charms for their wristband for listening well. Once they earn three charms they scan the third, magical Kudo with the Kudo Banz app and spin a customizable reward wheel.

Email: natalie@natmark.co.uk Web: www.natmark.co.uk

Cutest tub ever Prince Lionheart’s new and innovative Tubimal– the hands down cutest tub ever also doubles as a storage bin for later use.

Complete with an infant hammock for bathing baby and a lid for use as a storage bin, when the time comes, the Tubimal is multi-Purpose for multi-years: Stage 1 – Baby Bath Stage 2 – Toddler Bath Stage 3 – Storage Bin Perfect baby shower gift to be filled with other Prince Lionheart baby essentials!

Available from February 2018.

Pre-order NOW! Don’t be the last to bring innovation to your customers!

Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk | ukmarketing@princelionheart.co.uk

nursery today

37

focus LAUNCHING NOW

Disney time for baby Winnie-the-

Following hot on the heels of the successful Classic Pooh ‘Hundred Acre Wood’ Collection released last autumn, Rainbow Designs, The Home of Classic Character is excited to announced a new Disney collection is now available.

Welcome Disney Baby! A colourful collection of character-led developmental toys featuring Disney’s most iconic characters; Mickey Mouse, Minnie Mouse, Tigger, Dumbo and Winnie-thePooh. The plush toys feature a variety of developmental activities to entertain inquisitive minds, encourage baby’s early developmental skills and promote sensory play.

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

in g r o t ni go M on t h e o

Going live

Clip and pump Bravado will officially launch an exciting innovation, the Clip and Pump Hands-Fee Nursing Bra Accessory in January 2018.

Combining pumping discretion with ease of use, mums will be able to keep both their top and bra on while expressing thanks to this new, revolutionary nursing accessory.

Web: www.bravadodesigns.com

o The new Liv Cam from Summer Infant is the perfect baby monitor for on-the-g devices, smart with pairing direct and design durable setup, easy its With families. parents can go wireless without Wifi.

The Liv Cam streams live video and audio to all major smart devices without easy set the need for Wifi or a mobile phone service, it comes with a free app for special up. Key features include a one minute video replay to see and share baby’s zoom, remote vision, night white and moments, photo sharing, automatic black 3-4 hour re-chargeable battery and 76m range. arm The Liv cam also comes with a suction cup mount, height adjustable for perfect it making – use and outer shell suitable for indoor and outdoor home and away.

Web: www.summerinfant.co.uk

38

nursery today

Smart solution Prince Lionheart is proud to debut their patented TWIST’R Nappy Disposal System that 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 seven Layer Bag that traps odour molecules. Talk about belts and suspenders! Each bag holds 35 newborn nappies and can be easily lifted out from the top and thrown away when full.

The whole family can now breathe easier!

TWIST’R Refill Bags and Charcoal Refills are sold separately. The TWIST’R Refill Bags are specially designed to trap the stink molecules inside so they can’t get out! No need for nappy sacks…..Keep baby safe!

Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk | ukmarketing@princelionheart.co.uk

All in the lullaby The Lullaby Swing in new Linen design is bang on trend with soft dove grey and white fabrics. A soft padded seat with full support and side cushions help keep baby feel safe whilst the soft swinging motion helps soothe baby. The padded head hugger helps young baby with additional head support. The Lullaby Swing can fold for handy storage and carrying. The detachable toy bar features cute soft toys which include rattles and squeakers for play time fun. Plays a selection of soothing musical melodies and features 3 speed timer control to make sure baby is happy at all times.

Tel: 01454 326 555 Web: www.redkitebaby.co.uk

One to have In the New Year, make sure your baby travels in style!

Venicci offers you high quality 3in1 Travel Systems in the most fashionable and child-friendly designs. You can choose from over 20 different prams, and select the one which is the best for you and your child. Due to aluminium frame the weight of the pram is significantly reduced and makes the stroller unusually light-weighted and smooth to drive. In addition, the easy-click mode on the frame makes swapping between the different modules effortless.

Venicci continues to innovate within their ranges and these will become a 2018 must have!

Web: www.venicci.co.uk

nursery today

39

focus TRAVELLING BABY

The road to success

Snug as a bug

The deluxe Baby Snug Wrap will be an absolute essential travel accessory for the colder days and will keep baby snug and warm. A soft fleece based liner that cleverly wraps to cocoon baby into a snug and safe position. Includes space to allow for harness to fit through so can be used to make sure baby is wrapped snuggly in strollers and carry cots but also allows baby to be carried and cuddled inside the wrap to avoid disturbing whilst asleep. Black and cream fleece to coordinate with most strollers.

Web: www.redkitebaby.co.uk

Travelling with an infant or toddler is often a daunting prospect – especially so for first time parents. We take a look at products that are currently available that tick all the right boxes.

Hub of multifunction The award-winning SleepSpace, from BabyHub, is a revolution in design and a multi-functional safe space - it can be used as travel cot, play area, and children’s play teepee. So simple to use, SleepSpace can be opened and closed even while holding baby. Its innovative pyramid design provides style and structure for babies from birth to 36 months. SleepSpace is also the world’s first travel cot to feature a safe-to-use mosquito net cover.

Signed to one of the UK’s largest independent distributors, bébélephant, BabyHub SleepSpace is now stocked at Mothercare, John Lewis and Kiddicare.com. In 2018, BabyHub will be exhibiting at the Harrogate International Nursery Fair, in March, alongside bébélephant’s collection.

Recent accolades for the pioneering new brand include being a German Design Award 2018 winner, in Excellent Product Design, in the Baby and Child Care category, and scooping silver at Best Baby and Toddler Gear, both for SleepSpace.

ew parents have many worries about leaving the comfort of the home with a newborn for the first time. These anxieties can increase when travelling for a longer duration of time compared to perhaps nipping to the shops or a stroll around the park. Parents will look at products that assist to protect and entertain baby during the journey.

Of course, for travelling in a car then the first and most important purchase is an infant car seat, but it doesn’t stop there. If a family is travelling a distance, then in-car entertainment will be looked at, which can include products that attach to the vehicle or car seat, through to baby rear view mirrors - these are a great solution to enable the driver to quickly see the child without the need to turn their head.

Toys that attach to infant carriers are also a popular choice. A happy travelling child makes way for a happy journey and therefore alleviates much stress for any parent.

It’s not all about the car however, travelling families will also invest in a travel cot and these continue to be a popular solution for when being away from the home for one night or for longer when on holiday. These have now been designed with space and practical ease of use in mind. The weight of these has also been addressed by many manufacturers/suppliers to enable them to be easily transported.

And what about all those wonderful accessories? Parents will look at these, whether this is an item to keep baby warm while out and about, or a well thought out changing bag to hold all the essentials – the travel sector is not one to be overlooked. Here we highlight products that are currently available to order.

N

Web: www.babyhubshop.com

P p and Po go g

Pop N’ Play Ultimate Playpen folding camping chair.

The POP (Portable-On-the-Go) T from Summer Infant r range m makes travelling with baby so much easier. The range consists m oof the Pop N’ Play Playpen and tthe Deluxe & Ultimate versions, tthe Pop N’ Sit Booster Seat and tthe Pop N’ Jump Activity Centre.

C The newest addition to the rrange is the Pop N’ Play Ultimate, which is the perfect U ssolution for parents with babies sstaying at holiday homes, ccampsites or other ‘less cchild-friendly’ locations. With a handy travel bag that comes h with a carry strap, the lightweight folds down so compactly and takes up as much space as a traditional

Web: www.summerinfant.co.uk 40

nursery today

Travel solution in a click from Joie, which allows parents SecureClick is the popular travel cot range to choose the right cot and accessory package to suit their travel needs. All the products in the range come with SecureClick technology – a unique and ultra-safe way the ‘toppers’ / accessories secure to the base unit.

Designed as convenient travel companions, the SecureClick cots are engineered to keep baby secure whether playing or sleeping. All are suitable from birth to 15kgs and come with a ‘simply brilliant’ range of features you’d expect from Joie including: A full-sized bassinet which can be attached and removed easily Four mesh-lined sides for ventilation Simple push button fold for set up and fold down in seconds A carry bag The Joie SecureClick range includes the Excursion Change & Bounce travel Cot with a comfy bassinet, lift-off changer, lift-off bouncer, plus a sound, light and vibration unit all with SecureClick technology.

Tel: 01889 808 900 Email: uksales@joiebaby.com

Pyramid Power BabyHub SleepSpace is the only travel cot to come with a mosquito net cover suitable even for standing babies.

It’s lightweight and sturdy with washable covers, a thick mat and can be reused as a play tepee. SleepSpace also recently received a 5 star review from Made for Mums.

Visit babyhubshop.com today to find out more.

Available from a range of retailers including:

Innovative

Design Conscious

Safety Conscious

Dependable

babyhubshop.com

info@babyhubshop.com

BrandBabyHub

Distributed by Bebelephant

nursery today

41

focus TRAVELLING BABY

Zip and go

Totally foldable and lightweight, Zip & Go is a practical and safe travel crib solution for parents traveling with young babies. It features a unique fold down section that can accommodate babies from birth right up until 24 months. In just 10 seconds, Zip & Go can be unzipped to transform from a regular crib for babies from 0-6 months into a more spacious cot for children from 6-24 months. It can then be quickly and easily re-zipped to store or take away on adventures! Zip & Go also features an all round mesh surface, providing ultimate breathability. When in the 0-6 month configuration, it can also be used in either the fixed position or a comforting rocking mode.

Web: www.chicco.co.uk

Fold in three seconds Totally compact pushchair,

The Bebecar Spot+ is a luxury umbrella-folding suitable from birth.

It has been carefully designed to offer fast, compact folding without compromising on feel or stability. It features a closed handle for extra rigidity, making it easier to steer with one hand.

It has an extra-padded lie-flat seat, wheels with ball bearings, and adjustable suspension for comfort for baby and parent.

Spot+ is available in a selection of fabrics, including the stain-resistant Magic range, and matching accessories are available.

Tel: 01692 408801 Web: www.bebecar.co.uk

The traditional travel cot has been redesigned with space technologies â&#x20AC;&#x201C; making it lighter, quicker and easier to use. SpaceCot can be folded in under three seconds, its strong and stylish design was inspired by the way satellites unfurl 30,000 miles above earth. It folds down into a neat and compact shape, easy cot level for to store in the house or car boot. Included with SpaceCot is a detachable babies up to 30 for playpen a as used be also can t SpaceCo and months, six below babies months.

Tel: 01278 434440 Web: www.hippychick.com

Natural luxury infant care range combines

Warm in winter, cool in summer, Bowron the necessity for practicality, durability and safety with the desirability of softness, comfort and luxury from a natural material.

Bowron infant care is an ideal and versatile travel companion, designed for infant carseats, strollers and buggies. The product is fully washable, can be professionally dry-cleaned and the familiar comfort of the soft wool fibre ensures your baby will feel secure and content wherever you go.

Bowron Sheepskins make the safety of all its products a priority, recently reaccredited with the OEKO-TEX leather standard. This along with the companies 130+ years of experience in the industry makes Bowron the time proven, preferred choice for parents when buying for their babies.

Tel: 01454 327800 Web: www.bowron.com

What a catch

The Cup Catcher is a multi-use connector to safely tether a sippy cup, bottle, or even your favourite toy to a car seat, highchair, stroller, wheelchair or shopping cart, all while providing a sanitary and stylish design. With the adjustable tail you can attach to many different straps, safety belts, and bars, catching the cup keeping it clean. Cup Catcher can attach to favourite toys, teethers, bottles, and other items by looping through the Cup Catcher. The adjustable tail can tighten and hang from many sizes of straps and bars.

Email: natalie@natmark.co.uk Web: www.natmark.co.uk

42

nursery today

All aboard

The unique Lascal BuggyBoard Maxi Plus attaches to 99% of pushchairs and strollers, providing an easy way to travel by foot with more than one child. Little ones can ride along while holding on and when those little legs get tired from standing, they can have a little rest thanks to the ingenious Saddle - a foldable seat enabling little ones to sit down whilst watching the world go by.

Tel: 01730895761 Web: www.cheekyrascals.co.uk

retail TECHNOLOGY

Laying the Groundwork for eCommerce Why it pays to plan ahead when planning out a new eCommerce website launch. s a well-seasoned online marketer, I’ve probably seen every possible scenario when being asked to promote a website, however it always surprises me when clients are totally on-board with the advice that I give and it really makes my day when it happens.

Recently I was asked to promote a new eCommerce business. That’s fine, it’s something that I have done many times, but this particular eCommerce business is so new that it doesn’t exist yet, as the new eCommerce website which will be powering the business is perhaps 3 months away from completion and isn’t even at the design flat-file stage!

So how exactly do you promote a business that is unable to trade and doesn’t have any visible online presence? The answer is, you can’t!

However that isn’t the full story…

A

Why Community Matters There’s a very good reason why old, established online retailers have stable incomes and that is the fact these websites generally have lots of repeat business. Getting repeat business relies on lots of happy, communicative customers who are willing to share knowledge of your business online.

This is great for established businesses, but if you have no eCommerce trading history and are starting a brand new online venture, how can you get the ball rolling when your new eCommerce website is nowhere near ready for launch? The answer is show people what they can expect and then build community.

Teaser Campaigns and Blogging If you don’t have the ability to launch your eCommerce website with all of its associated revenue generating product content straight away then do what you can to start building a community and getting people interested in what you will be offering.

The way to do this is to create a content-rich holding page for your website and a good quality blog with regularly updated content.

If you already have your domain for your new eCommerce website registered then get some hosting set up and create an informative, well written holding page telling people what they can expect when your new eCommerce website arrives.

You’ll also need a blog – I recommend Wordpress as it’s easily the market leader in terms of functionality and user base, being open source and with a vast array of community produced plugins and themes to use.

Your blog should be installed in a sub-folder of your main domain (http://www.littlepeckers.co.uk/blog/ for instance) which means any content you add to your blog will be adding to the overall search engine effectiveness of your website as a whole.

After your blog is set up and you’ve installed a simple design then get blogging! The sooner you add content to your blog the better as this will start to build up history with search engines and make it more likely that the content you write will appear in search results for related keyphrases.

Social Marketing Of course, as you have planned ahead, you have already grabbed your social media accounts for your new business and that’s good because you’ll need these next when it comes to promoting all of the content you have created on your blog and holding page!

Get all of your social accounts associated with your holding page and when you’re ready, tell the World about the amazing products you will be offering.

Tracking Results You may not think that it’s important to track results at this stage, however I’d urge you to get a statistics package installed at the outset. This helps to build up a clearer picture from day one of what people are looking for, so you don’t have to guess. I’d suggest using Google’s own Analytics package (google.co.uk/analytics) and Search Console (google.co.uk/webmasters) which will give you all the data you need and more. Using Google search console will also mean you can submit sitemaps for both your holding page

and blog, which will speed up indexing of your new pages and mean you get results even quicker.

You’re a Blogger, get those links!

Links from one website to another are used by Google to gauge the popularity of any website. If your website has lots of high quality links from respected websites then it is going to rank well.

Believe it or not, now is the time to get some of the best, most valuable links your new eCommerce business will ever have! Because you are running a blog at this point, not an eCommerce website, people are more likely to give you links as you are not directly trying to sell anything, so get out there and ask for some links!

Approach other website owners and ask for links from their related content to yours, this will do your new business the World of good later on…

David Fairhurst Head of Creative Online Marketing - Intelligent Retail

Moving Forward with eCommerce Of course there will be a point when your brand, spanking new eCommerce website is ready for launch. You’ve put in all the hard work writing product descriptions and category content and your designers have done a fantastic job of presenting all of this information with some great imagery. What now? Well I would suggest that you keep blogging and posting on social media! All of that community you have built up will still be wanting your content and Google will be loving your dedication to the cause, plus I guarantee you will be thanking your foresight and planning when the revenue starts pouring in!

Image source, Pexels.com

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

nursery today

43

focus COOL BRITANNIA

Cool Britannia Products associated with British companies hold high appeal as they are often considered by the consumer to be manufactured to rise above safety standards. With Britain continuing to be amongst countries associated with style, innovation and trend setting, we highlight nursery products that are either made here in the UK or are associated as being from a recognised British brand. Time to fly the flag.

Quintessentially British

British-made mattresses from East Coast Nursery East Coast Nursery offer a comprehensive range of mattresses, to give consumers a choice of construction and levels of support.

The range comprises: • Foam, with a choice of wipe-clean or washable covers • Airflow Foam, with ‘eggbox’ shaped layer to improve airflow • Fibre, with a breathable, washable cover • Spring, containing a spring unit wrapped in dent-resistant foam • All Seasons Spring, with a dual-sided cover to keep baby warm or cool all year • Pocket Spring, with individual springs and high-grade foam • Cleaner Sleep Micro Pocket Spring, with anti-dustmite Amicor cover • All Natural, with natural coir and wool with bamboo cover Sample cubes showing the construction are available for stockists.

y

Tel: 01692 408802 Email: nursery@east-coast.co.uk Web: www.eastcoastnursery.co.uk

44

nursery today

The marriage of British heritage with contempo rary chic design is what inspir ed the stunning and sophisticated Henley Sp ecial Editions from Sil ver Cross – offering the ver y best for baby and ad ult.

In creating the Henley range, inspiration and charm was taken from quintessential British equ estrian sporting style in the ear ly 20th century but refl ects a chic and current twist using rich colours, luxury fabrics and exclusive design det ails – ensuring the Henle y Special Edition is first past the post in the Bri tish fashion stakes.

Available on the Silver Cross Surf, Pioneer an d Wayfaare Henley Special Edition rerr prams, oozes understated elegan ce and practicality from the classic British design whether at home, town Web: www.silvercross or in the country. ba by.com

60 years of safety

This year marks the 60th anniversary for child safety experts Clippasafe, who set down their roots in Nottingham back in 1958.

The UK based company has consistently led the way in the child safety market, building its reputation for developing innovative products and supplying all the major UK nursery retailers as well as selling under their own brand which is instantly recognisable to parents today.

The family-run company started when Gordon Cheetham produced a range of child safety harnesses in the late 1950s. The Clippasafe brand quickly evolved into a whole world of child safety products, and they haven’t looked back since.

Roger Cheetham, Managing Director and father of three, says: “We’re thrilled to be celebrating 60 years of producing products that help to protect babies and children. Today’s parents are more independent and rely less on their own parents for help when bringing up their children, often missing out on vital experience. There are many potential hazards in and out of the home which parents may not realise, so we aim to provide them with essential tools to educate them and minimise danger.”

Web: www.clippasafe.co.uk

Slumbertime mattress collection

e

sleep

ur

t

baby

t

g

rant

allerg nti

en

e

z

a

zz

na

2

ua

igned fo Des r

y

ea 2y r

al tr e at m

Winner of the Best Safety Product at the BANTA awards Designed for baby sleep so you do too. )RU PRUH LQIRUPDWLRQ FRQWDFW VWHYH ELUGV#VWHLQKRÎ?XNEHGV FR XN

focus COOL BRITANNIA

Counting sheep

o shistrny weas t s e u n i t n o c indu to the car seat British x’s first foray in . As the in in 1938, Brita tomotive brands

ita g au Founded in Br Europe’s leadin ket, where in ing seat belts to ild car seat mar ch e th to in d through supply re ente er. 1978 saw d developed, it K, the Star Rid U e th we in el brand grew an od m form the brand oduced its first and, Römer, to br an 1966 Britax pr m er ty.

G fe ic r seat sa es with icon the leaders in ca ul Britax join forc ömer - one of R velop successf x de ita to Br s as ue y in nt co d cludes an in know toda s ly hi dustry. T has repeated tire car seat in en Britax Römer en, and e ag th sw ed lk nc Vo ration with at have influe th bo lla ns co tio in va d no in velope seat, gy, which it de roup 1-2-3 car Isofix technolo the popular G d distributed as an ch K su U s e at th se g car ufactured in an m is market leadin ch hi w 3 SL SICT, EVOLVA 1-2e. op all over Eur .uk

itax.co Web: www.br

Sound slumber

With around 800 emplo yees, three production site s and almost 70 years’ worth of experience, Slu mberland produces som e of the finest beds available, including a ran ge of mattresses for new borns to four year olds.

Manufactured at Slumb erland’s dedicated nurser y production facility in Taunton Somers et, the Slumbertime Luxur y Pocket Sprung Mattress is a true ‘best of British.’ Featuring individ ual pocket springs and Oeko-Tex 100 certifi ed materials throughout; the mattress includes a breathable and washable temperature control cov er, anti-allergy Actipro natural treatment and a two year guarantee . Awarded ‘Best Safety Product’ by the Ba

by Products Association at the 2017 Baby and Nursey Trade Awards, the Slumbertime Luxury Poc ket Sprung Mattress is everything needed to ens ure your baby gets a fan tastically peaceful and safe night’s sleep.

Tel: 01823 668 324 Email: charlotte.parke r@

steinhoffukbeds.co.uk

46

nursery today

Snüz, the innovative sleep brand behind the SnüzPod Bedside crib, is pleased to report fantastic sales of its recently launched SnüzPouch. The collection of clever sleeping bags have modern designs and unique features to help make sleep easy.

Useful features include the unique and handy Nappy Change zip on the front, making nappy changes during the night easier and quicker for parents and with less disturbance for baby. Like all products from the Snüz brand, the SnüzPouch is immensely stylish and has been created in eight different contemporary designs. All SnüzPouch sleeping bags are made with super soft OEKO-TEX 100 certified cotton, ensuring ultimate comfort. The SnüzPouch has been fully safety tested and conforms to BS 8510:2009.

Email: trade@greensheepgroup.com

nursery support group

Shop matters with NSG appy new year one and all! Are you like me and wondering where 2017 went? Maybe my kids are onto something – apparently time moves faster for ‘old’ people. To them I’m a dinosaur, so that explains that!

I’d like you to do something for me. Take some time today, even just five minutes, to reflect. A mindfulness exercise if you will, on the fragility of this thing called life. In December Kathy Cunliffe of Babywise passed away very suddenly.

Kathy was a huge personality, and one of my favourite industry people.

She was approachable, I’m convinced she was always working as she always replied to my mad changing mat ideas at crazy times of the evening.

Kathy leaves a massive void in the industry; and our thoughts, love and prayers are with her family and friends. Kathy left an impression on me – she was supportive, non judgemental and warm.

Certainly, she will be missed. R.I.P Kathy.

By now, we’ve all heard the Toys ‘R’ Us news. Are independent retailers sad? Harsh and mean possibly, but overall, we saw it coming. No shock. They fall hard, we’ve watched them rise, off our backs. Shops I’ve spoken to use words

H

like reckless; silly; suicidal – when talking about their pricing. The sad aspect for certain is the people losing their jobs – especially given the time of year. But – was it self-inflicted?

TRU are the casualty this time, but how many independents did they take down with them? There is very little outpour when an independent closes.

The public reaction is anger, a feeling of betrayal, consumers convinced the shop was out to get them, to con them

A mindfulness exercise if you will, on the fragility of this thing called life.

In December Kathy Cunliffe of Babywise passed away very suddenly. Kathy was a huge personality, and one of my favourite industry people.

C o s att

o

– what about their staff losing their jobs? The suppliers race to get what they are owed and any stock they can salvage. They also continue to supply these national retailers who destroy pric pricing and in turn dam damage brands reputations. rep It seems to me we always pull the sho straw – so this short s I suppose we can tak as a victory. take We W hope the other nationals pay some na he but of late, heed ev the most even p protected brands are a ‘allowing’ various discounting v o their products. on I Indicative of d cult times. diffi Also, D December saw Cosatto’s new format preview/ party/event.

What a night! A catwalk, amazing

Yasmin Ali, NSG, visiting Cosatto

Babystyle cha characters and collections, gorgeous and fun new colourways. AND Go an Lightly 3…and she is ADORABLE. Lig The entire set up was classy, Th interactive, fun and colourfully int Cosatto! Really one of a kind.

Co Cosatto is one brand that has always Co tried to stay a step ahead and push trie their the independent retailers as much as possible.

I was really impressed that po they th have brilliant new strategies bring br put in place to really secure their relationship with their independent retailers. We watch this space eagerly. A really impressive event, thank you Team Cosatto for your hospitality.

Shout out to the following brands, who were mentioned in a recent NSG survey about social media independent stockist support. These suppliers we’ve noticed; push consumers into stores and regularly tag, share and show love.

Let this set the 2018 bar high!

ICANDY, VENICCI, EGG, KIDDY, BEBECAR and MEE-GO. If your name isn’t here, EMAIL ME – let’s work together to build some bridges 2018 stylee!

Yas

Yasali46@hotmail.com NSG NURSERY TODAY ALL THINGS YAS

Venicci nursery today

47

Feature: CHICCO

A Chicco hug is all you need As an established leader in the sleeptime market, Chicco is expanding its expertise into the indoor sector with the introduction of Baby Hug 4-in-1. We talk to the much-loved baby brand on how its innovative multifunctional indoor solution offers maximum convenience whilst allowing parents to always treasure the special moments with their little one. nique to the UK market, Baby Hug 4-in-1 is the complete indoor solution that can be easily adapted into four configurations to suit both parents’ and babies’ changing needs from birth, as a crib, through to 36 months as a first table chair. Designed with modern parents in mind, it is a highly cost effective and space-saving resolution.

Time, money and space are often at a premium for today’s parents. UK homes are getting smaller according to industry reports, with shoebox homes becoming the norm for

U 1.

Crib

For the sweetest dreams from birth

48

nursery today

many families. Therefore, parents are seeking options that allow them to spend as much quality time with their baby without costing the earth or taking up substantial living space, as is often the case when essential items have to be purchased separately. With this in mind, Chicco devised a product that keeps little one close at all times, maximising bonding time, that can also be adapted to meet different needs throughout the daytime routine. The four wheels make it highly maneuverable, allowing parents to stay in close proximity to

Baby Hug can be transformed from a crib into a raised recliner to allow little one to see and engage with the world around them.

2.

It’s all in the Research It’

To ssupport the launch of Baby Hug 4-in-1, Chicco accomplished extensive consumer Chi rese research to establish what solutions modern par parents are looking for to support their daily ind indoor baby care routines.

From the consumer research, Chicco was able ab to determine that new and expectant pa parents are seeking unique innovation that of offers intuitive solutions, whilst strengthening th bond with their baby. Money saving and the space sp saving is considered to be key purchase p decision drivers for today’s m modern parents. Baby Hug offers the c consumer over £150 in savings by p providing 4 solutions in 1, retailing at just £199.99. £

Recliner

With electronic toy bar for relax time

4.

Launch Event

The official Baby Hug 4-in-1 launch event will take place early this year where a number of selected online influencers will be invited to road test and review the Baby Hug within a home environment. The event will provide a platform for the online influencers to test the Baby Hug in all four configurations, demonstrating its space saving, convenience, adaptability and bonding benefits. The opinion of high profile parenting bloggers reviews are becoming increasingly important to consumers who seek an authentic ‘mum to mum’ opinion that often can not be sourced through alternative channels.

their little ones at all times, encouraging bonding by the easy ability to comfort and reassure the baby wherever they are.

Baby Hug can be b transformed from a crib into a raised recliner to allow little one to see and engage with the world around them. An electronic toy bar keeps them entertained and stimulated from a Highchair secure spot, whilst For first meals keeping eye contact at the table with parents.

From six months, Baby Hug turns into a highchair so that little ones can join family mealtime. With various height levels, the highchair can be altered to fit any dining table and can be easily adjusted with the use of a foot-pedal, t tto strain t i eliminating the need for parents their backs by bending down. By allowing babies to sit directly at the dining table alongside the family, Baby Hug encourages family bonding at mealtimes.

As the child grows, Baby Hug can be transformed into their very first chair, so they can sit safely and play to their hearts’ content. Not only providing the perfect spot for daytime relaxing for little ones, the fully comprehensive nature of Baby Hug means that parents can relax too, assured in the knowledge that their baby is always safe and

First chair

To enjoy playtime

3.

Unique Approach to TV Advertising close by, whatever they’re doing.

Baby Hug is suitable for children from birth up until three years, and is available in two colour ways: Legend, a premium mélange fabric to suit any home, and Aquarelle, aqua blue for a pop of colour.

As part of Chicco’s ongoing heavy weight marketing initiatives, Chicco is making substantial investment in instore display furniture within baby specialist, online digital campaigns and appearing in highly target consumer shows . In addition to this, Chicco’s unique approach to prime time TV advertising continues to build brand awareness. Stay tuned to see Baby Hug advertised on prime time TV later on in the year.

For information on Chicco products, visit www.chicco.co.uk or connect with Chicco on Facebook at www.facebook.co.uk/chiccocompanyuk. nursery today

49

social media ROSS HEWITT

Instagram’s time has come 2018 is the year where Instagram establishes itself as the most important social media platform for our industry. he groundswell of interest has been evident for a few years now, but it will be set in concrete this year. As an iindustry we used to view Facebook aand Twitter as the main two platforms, but the reality is that the more visual b tthe content then the better the eengagement. Twitter’s response to ttheir lack of growth was to recently iincrease the number of characters that ccould be used in a tweet, which serve aas well as strapping a parachute to a drowning man. d m The ave average interaction rate with audiences oon Facebook and Twitter is now universally univer accepted as 0.1%. I abou this a couple of months wrote about ago, with a focus on Facebook. If you have 5,000 followers on Facebook v likes or comments on a and get five post then that is 0.1% interaction.

T 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 :

50

nursery today

Remember, don’t focus on that one or two posts that went well – take a blended average for the last four months and work it out from there. It is likely to be even less on Twitter.

Instagram should be giving you a minimum of around 2% and anywhere up to 5%. You may have less followers on Instagram than you do on Facebook right now, but 2% of 1,000 is better than 0.1% of 5,000, so do some maths on your own accounts.

You will grow your Instagram following by embracing the platform fully and engaging with your potential audience in a themed and planned manner.

The first step is to write down a list of content types that you think you can do well and frequently, and then come up with four or five suggested

posts that you could create for each one. If you find yourself struggling to come up with ideas then maybe you are trying to generate content for something that doesn’t flow well for your business, so perhaps think again.

For example, you might want to create content around the following four themes: 1. Product demonstrations 2. Educational or hints & tips 3. Humour 4. Your geographical location

Product demonstrations should come naturally to any brand or retailer, and you might find that video works well here, and you can upload up to one minute of video content into

an Instagram post right now. This type of content is easy to create and very engaging and very believable.

Educational content might again be video based, and could focus on a feature such as how to fit a raincover to a particular stroller, or five important safety tips for car seats.

Humour should always be relevant to your audience, and on-brand.

There are plenty of baby and parenting jokes out on the internet, just search for them on Google and then bring them to life using an app such as Word Swag or Canva where you can add a suitable photo and overlay the text on top.

Geography is an interesting one, and this is the territory that independent retailers should have a focus on as you are based in a particular town or city. That is your doorstep and you need to rule it.

When you create a post on Instagram you can tag a location and one thing that is universal across the world is that Instagram users search for local content, either by hashtags or by using the ‘Places’ tab in search

results. Make sure you use a local hashtag or two and tag the location.

53% of 18-29 year olds use Instagram, as do 25% of 30 to 49 years olds, so there is plenty of coverage for the baby-making years there. You don’t have to stay loyal to the nursery industry with this type of content, and it can be a useful way to mix up the type of content you share on your account. Go out and celebrate the best cafes and restaurants in your town, or celebrate the ones that are most child-friendly. Video or photograph the best playparks nearby, or document the architecture if that is a feature of your town.

Find a way to be a local hero and local people will gravitate towards your account, and they may be pregnant, or they may have pregnant friends. Local followers give you a better foothold to promote in-store events or generate footfall, so do try to make this a priority.

If any of the above themes are not sitting well with you then there are other avenues such as behind the scenes, meet the team, a photo diary

You w ill grow your In stag ra m fo llo w in g by em br ac in g th e pl at fo rm fully an d en ga gin g w it h your potent ia l au di en ce in a th emed an d pl an ne d m an ner. of the business, brand takeovers and more. I do think though that product demos, education/tips and geography are three that you should try to work with.

Sitting over all of that is the beauty of the image or video you are sharing. Instagram is all about visual engagement so it all must look good.

Invest in a great camera if your

smartphone isn’t great for photos or videos, and maybe get a tripod.

Lighting always makes the difference, so look on Amazon for cheap LED rings or a soft box. Tidy up the background if you are making a video and don’t have boxes all over the place.

All of that though is a full article on its own…maybe next time.

®

Balancing simplicity and elegance with a selection of valuable features, the Obaby Grace Inspire cot bed is the perfect option for parents searching for a stylish and WYHJ[PJHS WPLJL [V M\YUPZO SP[[SL VUL»Z ÄYZ[ YVVT The simple but stunning cot bed thoughtfully utilises clean and contemporary design, and it’s adorable end illustrations add a delicate touch of colour to liven up HU` U\YZLY` Striking the perfect balance between modern and classic, the Obaby Grace Inspire 3 Piece Room Set is the ideal addition to any nursery, and is available in a YHUNL VM Z[`SPZO KLZPNUZ

NEW

NEW

NEW

Rainbow

Dream Big Little One

NEW

NEW

Unicorn

Cottage Rose

NEW

Mickey Mouse

Little Sailor

Little Princess

Little Prince

Happy Safari

Hug Me

Minnie Hearts

www.obabytrade.co.uk 01652 641491

nursery today

51

feature MEET THE PR’S

Kiss of a good PR Getting your news out into the world can sometimes prove quite a tricky business with an endless list of pressing things to do. Fear not, as a trade sector this where a good PR company comes in. They take the pressure off and do all your promotion for you. From contacting the necessary press to marketing online, good PR companies know exactly how to get your news, deals, offers and promotions read by the right people, something that will only help you and your sales succeed.

Specialist in nursery Azaria is one of the UK’s leading family specialist PR, Marketing, Influencer and Social Media Agency. With a proven track record over 13 years and an envied reputation, they work with brands big and small to create targeted campaigns that help achieve business goals.

From strategy to content to execution, they handle it all! Azaria nurture their clients including Maxi-Cosi, Quinny, Skip Hop and Swimbabes, looking after all their PR needs including social media, awards, sampling, brand and expert partnerships, product placement, and much more. Plus, they’re well known amongst celebrities, media and influencers as the go-to agency for all things family.

Azaria have a first class team led by MD Amber Steventon who has more than twenty years’ PR experience. They love what they do and their passion shines through!

Tel: 01604 217 000 Email: hello@azariapr.co.uk Web: www.azariapr.co.uk

52

nursery today

Ever growing portfolio Bertelli Comms enters its eighth year in 2018 with an ever growing portfolio of nursery clients. Renowned for their knowledge and contacts within the industry, Bertelli Comms is able to tailor campaigns to suit any client budget targeting specific audiences to raise both brand awareness and ultimately sales.

Bertelli currently work with Dr Brown’s, Dreamgenii, Cantaloop, Sock Ons, Baby & More and Pretend to Bee and are able to provide all aspects of PR as well as social media management and blogger outreach.

Tel: 07739 023756 Email: lianne@bertellicommunications.co.uk

Bump in the right direction BumpPR is an award winning boutique PR agency dedicated to providing a comprehensive menu of bespoke services to suit your needs – and your budget! The team offer a down-to-earth, hands-on approach to the nursery and toy sector. They call it ‘Proper PR’. Simply meaning: things get done.

BumpPR believe it’s all about making good ideas happen, and creating lasting relationships along the way. Each client is promised a personal experience with a passionate, well-connected team of professionals. Their methods are pro-active, immensely adaptable and packed with fresh thinking.

Whether it’s a long-term, integrated strategy or a cheeky little tweet, they will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, they’ll get the right people talking about you – without raiding the piggy bank.

Tel: 01462 613 002 Email: lisa@bumppr.co.uk Web: www.bumppr.co.uk

Vista, where family comes first Vista are an award winning team of consumer and corporate PR specialists offering an unrivalled understanding of your target audience: how to engage; how to interact and how to sell to them.

They are all parents and they use this insider knowledge to create stand out campaigns for their clients. They’re living with babies, toddlers, school kids, grandparents and all the mayhem of family life. Plus, their network of mums tell them if their campaigns will work for them and help to create authentic social content.

Ultimately though, they know it’s their previous success, current clients, credentials, contacts, creativity and competitive fees that will persuade you to choose Vista. Let them show you a fresh perspective for your business.

Email: jpd@vistapublicrelations.com Tel: 01295 369 182 Web: www.vistapublicrelations.com

Get noticed Peekaboo Communications...everything babies and kids, they’ve got it covered.

Since 2006, Peekaboo Comms have worked with start-ups to big boys – getting them noticed and making a difference to their business.

Small business? They’ll provide you with a costed shopping list of ideas, that you can afford! Global ambition? Ian Smith, founder and CEO of OSET Bikes said: “Michelle has had a huge and fundamental impact on our business globally. She has provided the enthusiasm and energy running TV features, press launches, events and shows, providing a blueprint for our global brand.”

Michelle had three children in three years. She gets parenting – the good, the bad, the smelly! With 750,000 new humans born every year in the UK – they’ll help your company say Peekaboo to parents!

Tel: 01274 583 043 Email: michelle@peekaboocoms.co.uk Web: www.peekaboocoms.co.uk

Endless potential Ideal platform for starting & growing your business in China oy & Hobby China and Baby & Stroller China are the largest toy and baby product fair in Southern China, and provide you with opportunities to present your products to this huge market. It is the ideal place to start and grow your toy and baby product business in the golden Chinese market.

T

Reasons to participate in Toy & Hobby China 2018 and Baby & Stroller China 2018 China – a promising market The two-child policy implemented in 2016 is expected to bring an extra three million births every year, pushing the annual number to 21 million in 2020. In particular, Guangzhou saw over 123,000 newborns between October 2016 and March 2017, of which second babies accounted for over

57%. Tap into this potential market by meeting professional buyers such as distributors, wholesalers and retail channels in the fair.

Crucial industry city - Guangzhou Guangzhou is the major toy manufacturing base in China, with a number of factories stationed there. It also possesses high purchasing power with GDP per capita and annual retail sales being USD 19,000 and USD 116.6 billion in 2015, respectively.

Prestigious fair with 30 years of history Starting from 1988, the Toy & Hobby fair has gathered many loyal exhibitors, while it has attracted buyers from Guangzhou, other parts of China and around the world. It is an effective event that is strongly praised by both exhibitors and buyers with the show scale expanding every year.

For further information visit: www.messefrankfurt.com.hk

nursery today

53

BPA notice board Only members reap benefits

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

www.thebpa.eu

54

nursery today

As you welcome in 2018, many of you will be aiming to get fit and healthy and looking to join a local gym or perhaps a new golf club. When deciding which suits you best, you will no doubt take a lot of things into account – the quality of facilities and services those clubs have to offer, additional membership benefits and of course the cost of joining. Sometimes you will be willing to pay more for a club you consider ‘exclusive’ or has a better variety of classes. However, one thing is absolutely guaranteed: If you had the choice to pay an annual membership fee to join your chosen club – or were told that you could just turn up and use the same facilities and services as the members at no extra cost without paying the annual membership fee; you wouldn’t bother to join – why would you? Consequently, those clubs would have no guaranteed income and over time would probably not exist at all.

This seems like perfect common sense, yet it is surprising how many companies in the baby products industry expect to use the Baby Products Association’s services and join its activities without becoming members. Julie Milne, membership and technical support manager for the Baby Products Association, explains: “Almost daily, we are contacted by companies asking if we can advise on product compliancy, safety standards which apply to their product, advice and information about industry services and even wanting to participate in the association’s international UK Pavilions. Yet whilst they want this support they don’t want to become members.”

The Baby Products Association is a not-for-profit trade association – established over 70 years ago in 1945 – with expertise in both the UK and Europe for product related child safety. The association is paid for by members and run by its members via an executive committee. Julie continues: “Members of the association are manufacturers and suppliers of baby products – from major brands to small start up companies – which believe in quality and safety to ensure the protection of babies and young children. Whilst the association employs a small secretariat to ensure the smooth day to day running of the trade association and its activities, it is primarily governed by its executive committee; and everyone elected onto this committee is a member of the Baby Products Association. Importantly, the Baby Products Association isn’t out to make a profit, but is investing in improving the baby products industry and providing a fair playing field for businesses at a European level.”

In recent years, membership fees have been used for many initiatives including Regulatory work both independently and in its membership of the European Nursery Products Confederation (ENPC), for which negligible support is provided by the British Standards Institute (BSI) or the Department for Business, Energy and Industrial Strategy (BEIS). The Association also works in partnership with British Trading Standards to protect children from substandard and unsafe products.

Since 2009, the Baby Products Association has also been organising UK Pavilions at international trades shows including Kind und Jugend, Germany; CBME, Shanghai and ABC Kids Expo, Las Vegas. These UK Pavilions were established as a direct result of members

asking for help. Small companies in particular struggled with communication where English isn’t the organisers’ first language; social and cultural differences at those shows; and the logistics of exhibiting in an unfamiliar country.

These UK Pavilions have gone from strength to strength over the years, particularly at Kind und Jugend which now boasts the largest country specific pavilion at the show with over 70 members participating in 2017.

The Association has negotiated a preferential rate for its membership group to exhibit at the show, including an exclusive discount on the new media charge introduced for 2018; and includes additional benefits such as a central meeting networking area, a dedicated networking

avil ion s to P K U e h t f t the tr a c t ion o “ A m a j o r a tn a l tr a de buy er s , is t hna me m b er s intern a t io a ll tr a de a s s oc ia t io t h eir a re at p a rt ic ip ants c on se quently p ro ve d tdha rd s an d / o r an d h ave re levant s a fety stan en c e t h a t d et p ro duc ts me – t h is g ives buy er s c onhfi p ro duc ts .”

Re g ula t ion s r c h a s in g qu a lity B rit is ger t h ey a re pu bership and Technical Support Mana e, Mem Julie Miln

event and prominent British branding.

Julie continues: “Companies have mistakenly believed that the UK Pavilions are connected with the Department of International Trade (DIT) and that both members and non-members should be allowed to participate. However, this is not the case. Whilst the Association allocates TAP grants for the baby products industry (to both members and non-members) at DIT supported events, the UK Pavilions receive no funding from DIT at all and are in no way connected with DIT or TAP grants.

“A major attraction of the UK Pavilions to international trade buyers, is that the participants are all trade association members and have consequently proved that their products meet relevant safety standards and/or Regulations – this gives buyers confidence that they are purchasing quality British products. If we were to allow non-members to participate, we would have no proof of products compliancy. In addition, the Association supports the UK Pavilions via membership fees to provide the very things that make them so successful (branding, networking facilities and events).

Just like the gym membership scenario, it would be unethical for it to give the same benefits to nonmembers.”

DIT has agreed to support the following trade shows with TAP grants for 2018/19 – CBME Mumbai (April 2018), CBME Shanghai (July 2018), Kind und Jugend Cologne (September 2018), ABC Kids Expo Las Vegas (October 2018) and potentially the JPMA Baby Show 2019 (as long as it falls before 31st March 2019).

More information about membership and TAP can be found on the website at www.thebpa.eu

Buyersdirectory

Coordinated Bedding

Baby Shoes

Distributor Baby Clothes • Caroline Jane International ltd • Dandelion baby clothing • Spanish design pastel babywear • Designed in the UK • Manufactured in Portugal.

• Garments essential for all seasons • Made from 100% Cotton and gorgeous Knitwear.

Telephone: 01908-690726 / 01455-844469 Email: sales@dandelionclothing.co.uk Website: www.dandelionclothing.co.uk

01473 228862 www.ardega.co.uk sales@ardega.co.uk

Innovative Nursery Products • Baby Monitors • Feeding Accessories • Home Safety • Sleep Products • Travel Accessories • Bedding

Textiles

Textiles

Ambassador Textiles are a major supplier to the Nursery manufacturing industry, we stock an extensive range of top quality Baby Care fabrics in popular pastel colours:• Soft & Cuddly – Velboa, Dimple, Stars and Coral Fleece Circles • Cotton Waffle & Cotton Interlock • Moisture Absorbing – Bamboo Towelling & Woven Towelling • Lightweight & Pretty – Dobby Spot Polycotton & Brodierie Anglaise • Warm & versatile – Anti Pil Fleece Our Anti Pil fleece range has over 50 colours and 20 prints which can be made to order into Fleece Blankets in Cot, Pram and Picnic Blanket size (minimums apply) Visit our website to view the full range at www.ambassador-textiles.co.uk Or contact our experienced helpful team on 0161 624 4167 info@ambassador-textiles.co.uk

Wholesale

UK Distributor and Wholesaler ■ Huge selection of products ■ Exclusive European Brands ■ Small and new businesses always welcome

■ Drop ship service on all products!

■ Very helpful and friendly team ■ Online ordering 24/7 Register now for hassle-free online account or contact us to request more details

www.supremebaby.co.uk sales@supremebabyproducts.co.uk 01202576685

Introducing

The only complete indoor solution from birth until 36 months

Adjustable backrest

CRIB for sleepy breaks

Adjustable height

RECLINER FROM BIRTH with electronic toybar to entertain the baby

For more information, please contact our Head Office on 0208 9536627 or visit www.chicco.co.uk

73301_Chicco_Nursery Today Baby Hug_Jan_Edition_315x240_v1.indd 1

HIGHCHAIR for the first meals at the table Facebook: /chiccocompanyuk

FIRST CHAIR from 6 months to relax

YouTube: /chicco

14/12/2017 14:25