Nursery Today January 2020 by Lema Publishing

JANUARY 2021 ISSUE 4 VOLUME 24

THE NEW SPEAR & JACKSON Video Baby Monitor BM1760

contents

JANUARY 2021 ISSUE 4 VOLUME 24

Contributors

Re g ul a r s

28 Barking Mad Pramland’s John Barker looks at the continual digital changing world of the nursery independent retailer.

News 6 file Retailer Pro 10 p o h S g Talkin 34 apshot n S r lie p Sup 38 Products 43/45 New cts y Bab Produ 46 Association

the team Editor

42 FanFinders The team at FanFinders have been tracking the impact of parenthood during the Covid 19 pandemic and highlight current consumer insights.

44 The Insights People

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Jenny Kieras talks about the exciting roll out of the enhanced and improved Parents Insights platform.

Penny Franks penny@lemapublishing.co.uk

Cover Story

Ad Manager

14 Spear & Jackson

Christine Contreras christine@lemapublishing.co.uk

Our cover heroes this month, Spear & Jackson, proudly announce the arrival of its ﬁrst product in a new S&J Tech category and introduce their new video monitor.

Ad Manager Simon Davis simon@lemapublishing.co.uk

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

Retail Matters - Online4Baby This month Online4Baby’s Managing Director, Christy Foster takes a positive view of 2020 and why they are ﬁrmly focussed on the future.

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Features 18 Baby Essentials

Production Director

30 Pregnancy & Maternity

Paul Naish paul@lemapublishing.co.uk

36 Baby Travel 40 Consultancy Services

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

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

www.nurserytoday.co.uk

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editor’s letter

s the first issue of 2021, I would like everyone of the need for us all to sign the to wish everyone in our industry a online petition set up by Bababoom’s Megan very positive year ahead. Obviously, Elliott which has also been backed by the Baby it’s not looking great at the moment, Products Association. We have seen change in and alas we experienced our first Scotland, who now recognise independent retailer casualty this We have seen nursery retailers as essential and month with the extremely sad it is high time we also had this change in announcement that Grantham baby applied to all nursery store, Precious Little One, entered into Scotland, who status retailers in the UK. Let’s face it, administration on the 11th January. With the continued roll out of now recognise it does seem ludicrous that vaccinations, independent nursery under the current government retailers pulling together and offering nursery measures pet stores, for each other support coupled with retailers as example, can remain open, yet suppliers and manufacturers really essential and nursery retailers who provide stepping up the plate to try to assist essential baby items are not! To where possible - this year hopefully it is high time date this petition has received will represent the year of change in over 7,720 signatures and we also had comparison to 2020.

requires approximately a further On another positive footing we this status 1,180 to gain a government have also had dates announced by response. Simply visit www. Harrogate to move the nursery fair applied to all petition.parliament.uk and to May of this year - I’m keeping nursery search ‘Add nursery stores to the positive about the new dates as I retailers in list of essential shops’ to show honestly feel that we are all ready your support. the UK. as an industry to get together. Something of interest that Zoom and other platforms have may be worth looking at this month is your been great, but there really is no comparison current insurance policy. The Supreme Court for being able to see product being has recently found in favour of small businesses demonstrated on a more personal level and be with regard to payouts from business interruption insurance policies. For more information visit the FCA website at www.fca. org.uk and search ‘news’. I would suggest to everyone that it might be worth taking the time to read the wording of your existing policy. Our cover hero this month is Spear & Jackson who have entered the nursery sector with their new digital video baby monitor. This monitor has been developed in partnership with a leading global manufacturer of home lifestyle tech products and is designed with the very latest technology. It has a range of enhanced features that let you see, hear and talk to baby for total peace of mind, day and Spear & Jackson launches night, whether monitoring baby new digital video monitor from inside the home or outdoors in the garden. You can check out able to talk to like-minded people face to face the full features by turning to (of course with a bit of distancing!). page 14. Talking of Zoom, why not take time to read This month can I also draw John Barker’s article this month over on page your attention to The Insights 28. John has really started to embrace digital People’s annual Industry Survey. platforms to engage with his customers, The survey investigates industry interacting via Zoom and also utilising professionals’ confidence levels, as Facebook Live. If you’re looking for a bit of well as their thoughts and opinions on the direction, John provides some positive guidance biggest challenges and opportunities within the on how you can create content within five or six industry. minutes! The unprecedented events in 2020 have, in Can I also take this opportunity to remind many ways, sped up a number of industry

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

challenges and opportunities, such as driving more digital innovation and seeing brands look to increase their direct-to-consumer business. The result of this is seeing many industries go through significant disruption and transformation in a short period of time. All individuals who complete the five-minute survey will receive a complimentary copy of the Industry Report, as well as copies of the 2021 Kids Insights Future Forecast and 2021 Parents Insights Future Forecast reports. There are also five chances to win a luxury hamper. To complete the survey, please visit: www. theinsightspeople.com/industrysurvey Finally, remember you can subscribe to receive our regular news bulletins online by registering your details on our website, www. nurserytoday.co.uk, Link with us on LinkedIn (Nursery Today) and be our Insta friend on Instagram (@NurseryToday).

Insights People launch annual survey

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news

Sponsored by

BabyDam appoints new UK Sales Manager BabyDam continues to grow its team in the UK with the appointment of Melissa Copley as UK Sales Manager.

Melissa said “I am delighted to have joined BabyDam at such an important time in its development. The opportunity to share is new innovative products with the retail sector any’s comp the of a part tremendously exciting and I look forward to being ambitious growth plans for 2021” “Mel is already playing a Deborah Piner, CEO of BabyDam Europe, said and I am certain that her fresh key role in developing new and existing business 2021! approach will help us to achieve our targets for For more information see www.BabyDam.com

JMDA Design celebrate 30 years in product design Since starting JMDA Design in 1991, JMDA have designed over 105 child car seats and numerous other products in the nursery, consumer and electronics industries. A pinnacle in the company’s history includes being awarded the Queen’s Awards for Enterprise: International Trade 2019, for their outstanding contribution to child car seat safety across the world. Having won two Red Dot Awards for Design Concepts of child car seats in 2016 and 2020, they continue to lead their field on the global stage. Plus, in Time’s Magazine last month, one of their product designs featured in ‘TIME’s 100 Best Inventions of 2020’. Derrick and Cherril Barker, Founders and Directors at JMDA Design explain, “We are so proud to be celebrating our 30th year in business; we have always strived to develop innovative products that solve real-life challenges, making a difference by increasing efficiency and safety, with exceptional design.” In their 30th year, JMDA Design will continue to support local charities, in particular those suffering from the impact of the COVID-19 pandemic. As well as their ongoing commitment to Brake who help support those who have experienced a road traffic accident and raise awareness of road safety. For more information about JMDA Design celebrating their 30th year in business, please give Derrick Barker a call on +44 (0) 1386 426100 or email derrick.barker@jmda.co.uk

Above and beyond expectation New Beautiful Luno Veni nursery furniture collection now available from Babymore. Finally, the much sought after Luno Veni has arrived, with two cot bed options, and it is already creating quite a stir, with customers commenting on the beautiful design, the lovely colourways, and their desire to have the furniture in their own homes. Babymore have really gone above and beyond expectation with the Luno Veni range, with all the features the market demands from such a competitive range but delivering so much more in terms of quality, build and the design features included. The Luno Veni range is available in two colourways, the beautifully

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Luno Room Set – Oak White textured Warm Oak, and the wonderfully contrasting Warm Oak and White. Both will look perfect in today’s nurseries, and both will stand the test of time, still looking great as the child grows older. As well as ample storage space available, there is the option of an underdrawer for the cot bed as well as the option of a cot top changer for

Beautiful Textured Warm Oak View full range at www.babymore.co.uk Contact: karl@babymore.co.uk 07561 737248 or 02034755588 (Office) those who are limited by space. Babymore are delighted to offer great value and superb quality and service and will continue to innovate and create incredible ranges for today’s marketplace.

giving laidback comfort a boost

new

fortifi™ group 1/2/3 Keep every trip safely in their comfort zone with the innovative reclining booster that’s crafted for extra cosy cruising. From snug support to deep recline, it’s the perfect fit for growing passengers who like laidback lounging.

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

explore fortifi™

retail

KIDDIES KINGDOM

Kiddies Kingdom continues to shine Having recently announced news of an expansion to their warehouse facility, Nursery Today had the pleasure to question Kiddies Kingdom’s Managing Director, Mohammed Patel to find out more about this independent retailer’s continued success. Can you tell us a little about the store and why you chose your current location? One of the inspirations behind joining my father’s business was to transform his store, frankly it was a mess and I wanted to change that. When I went for work experience at the age of 14, I soon saw that after 10 years of trading in its current location it had become an Aladdin’s den. During my early days of joining the business, I pivoted the strategy to focus firstly on online growth as this is where I saw the most potential for growth, and then in 2017 I chose to turn my focus to the store. We decided the old store, which was around 5000 sq ft, was not sufficient in size to create a destination showroom and deliver the world class customer experience that we were striving for.

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We focused on converting the ground floor of the mill where our HQ is, which was 9000 Sq ft. A lot of passion and energy went it to the project and the end result is something we’re very proud of. Baby Products are not impulse buys but considered purchases. Although the showroom is not on the high street, we feel expectant parents will travel providing they know it will be worth the trip. The Dewsbury Flagship showroom is situated in our hometown and is a sample of what we will look to roll out throughout the country.

You have a strong online presence, how does your website operate alongside your store? If you fulfil your online potential, your online sales will far outweigh a physical store. We have spent a number of years growing our online business, and have built a very stable platform. This

A lt houg h ou r strength is e- co m mer ce w e un derstand very w ell th e re qu ire ments of th e H ig h Street . A ph ys ic al presen ce w ill alw ay s re m ain necess ary in th is in dustry . compliments our showroom, as we have very little free riders who come for demonstrations and then end up buying online. The customer does not feel any pressure

to buy right away. We are confident if they don’t buy in-store, they will go away and buy online, from the comfort of their own home. Although our strength is e-commerce we understand very well the requirements of the High Street. A physical presence will always remain necessary in this industry.

Have you seen an increase in traffic to your website - do you feel consumers have altered their buying habits and the way they are shopping for nursery products? No doubt there has been surges in online demand in 2020, due to numerous high street restrictions. The lockdown in March 2020 was the most interesting spike we have seen, as we saw very sharp increases in sales as customers were panic buying. We have to admit we haven’t experienced anything like this ever before! Naturally there was an increase in demand of home products ( Walkers, Highchairs etc.), and a decrease in demand of outdoor products such as car seats. We believe customers are spending a bit more carefully now and ‘buy now, pay later’ payments are on the rise.

Which Social Media platforms have you been utilising and do you feel these have assisted in the success of your business?

Our Social media strategy is at its very early stages so our historic business cannot be contributed to this channel. We have invested in our social media strategy a lot more seriously since the start of the pandemic, as this was the peak of social activity. There are some great things planned ahead to keep our customers engaged, which will no doubt contribute to our authority as a nursery retailer and ultimately sales.

2020 was certainly a difficult time for everyone in our industry, what was your largest challenge? Although it was a difficult year, what would you say has been your greatest success? To be frank our biggest challenge was ‘too many orders’ and it became difficult to fulfil them in time and to our usual standard. We knew this sudden spike was artificial growth, so we have put temporary measures in order to adapt. Our customer service teams were overworked night and day, and to bring this under control we had to think quick, and implement new systems and processes overnight. This supports my belief that too much growth too quickly is not good for the stability of a business. We have always focused on organic growth and plan to continue to take each year at a time.

Have you altered any aspect of your business during the pandemic that

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retail

KIDDIES KINGDOM

The showroom appointment system has worked well and has allowed us to manage our time more efficiently as well as give a better, more tailored service to in-store customers . We plan to keep this in place moving forward.

you will continue once restrictions are eased? The showroom appointment system has worked well and has allowed us to manage our time more efficiently as well as give a better, more tailored service to in-store customers. We plan to keep this in place moving forward. As well as this we have done a huge amount of custom development in the background to deal with product delays, which have allowed us to better manage our order fulfilment.

You stock a huge array of nursery products, how do you monitor consumer trends? With the volume of sales we receive, we can monitor trends based on our own data. We also refer to third party reports, utilise intelligent tools, and listen closely to our suppliers to help paint a picture of what is to come.

Do you feel your customers are better educated with regard to nursery products, for example, car seats and wheeled goods? A lot of customers have already done their research, prior to coming in-store. We put this down to the increased amount of online resource. However new parents still require a lot of hand holding, and the changes like ‘i-size’ car seat legislations still require an amount of education along the way.

Do you feel there is a current ‘must have’ product that is trending at present? 12

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It is difficult to pin point one product, but there are key products in each category which remain on top.

Is there a particular product category that performs well for Kiddies Kingdom? We generally do well with all our categories due to the array of products we offer, but if I was to select one today it would be Nursery Furniture. This does fluctuate due to many factors, month on month and year on year.

Would you say we have sufficient innovation and new product launches within our industry? There is no shortage of product launches, however innovation can improve as there are many followers and few trend setters. Being a tech driven person I am yet to see more technology integrations within baby product development.

You stock many key brands, is there a particular category where you feel is your area of expertise? The brands that work the closest with us are the most successful.

Have you felt supported by the brands you stock during the Pandemic? Is there anything further they could offer? We have seen numerous suppliers struggling with a drop in trade sales, staff shortages and

stock availability. However some have still been extremely supportive by offering free dropship directly to consumers.

Do you feel you will have stock issues during 2021, how can your suppliers assist? With delays at ports, and shipping challenges from the Far East, we have seen our fair share of stock issues. A supplier can assist in many ways, prehaps by offering: ■ ■

■

Efficient Communication in advance as possible Offer alternative products at better rates to compensate for disappointed customers Regular & Accurate stock updates

Finally, what do you feel the future will hold for you? Do you have any plans on the horizon you would like to share with Nursery Today readers? In previous articles we have been very open about our strategy. After the demise of Mothercare our efforts have accelerated as we aspire to be the nations ‘go-to’ point for baby shopping. We are planning a five year strategy which involves a roll out of showrooms, relaunching our online platform and developing our own technology.

cover story SPEAR & JACKSON

The new name in baby monitors Trusted heritage brand Spear & Jackson proudly announces the arrival of its first product in a new S&J Tech category; the Spear & Jackson BM1760 Video Baby Monitor, designed to give parents total reassurance day and night.

n established company of some 260 years standing, Spear & Jackson has a recognised reputation for professional quality hand, garden, contractor tools and outdoor living products. Over the last nine years, as part of a successful brand licensing programme S&J has been working to strategically evolve its brand under a ‘Home and Outdoor Living’ proposition. As part of this continuing brand evolution, the company is now launching its own range of ‘S&J Tech’ products. The new BM1760 Video Baby Monitor has been developed in partnership with a leading global manufacturer of home lifestyle tech products and is designed with the very latest technology. It has a range of enhanced features that let you see, hear and talk to baby for total peace of mind, day and night, whether monitoring baby from inside the home or outdoors in the garden.

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The new BM1760 Video Baby Monitor has been developed in partnership with a leading global manufacturer of home lifestyle tech products and is designed with the very latest technology.

Enhanced performance and safety features The Spear & Jackson BM1760 comprises a Baby Camera and Parent Monitor units with two mains power adaptors, a full user guide and Warranty & Satisfaction Guarantee. The key product features include: ■

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A remote-controlled pan, tilt and zoom video camera to position the camera angle to capture the perfect view of baby Night Vision mode - the BM1760 automatically uses the light from its infrared LED lights so baby can still be seen clearly at night or when the nursery is dark

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Two-way talk means that not only can parents hear baby, they can also to talk to him and he can be reassured by their familiar voices

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An integrated temperature sensor monitors the nursery to

ensure it is at the perfect temperature for baby ■

A choice of soothing lullaby music can be played remotely to help to settle baby if he is restless or stirring

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Five level volume control ensures you don’t miss a sound

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Outdoor mode gives an extended range of up to 250m so parents can continue to monitor baby even from outside in the garden

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Reminder alerts can be set for 2, 4 or 6 hourly intervals as a prompt for baby’s next feed or change

Additional safety features for ultimate peace of mind include a low battery alert, out of range alert, sound level indicator lights and a light sensor. The BM1760 is radio frequency operated so there is no dependency on an internet connection and no security risk of outsiders accessing the image feed.

Approved by parents As part of pre-launch consumer research Spear & Jackson worked with Mother&Baby, the UK’s No1 Pregnancy, Baby and Toddler experts. BM1760 Video Baby Monitors were given to an independent panel of parents who rigorously tested it at home before giving their honest feedback on its performance. Panel members were overwhelmingly positive in their comments and very happy to recommend the BM1760. As a result Mother & Baby have awarded it their Tried and Tested endorsement.

Panel member Karen Staniforth said: “I would definitely recommend this product compared to others as it has great features and is very simple and easy to use, giving me the peace of mind I want, with little worry on using the product. The picture is very clear even when the room is dark. The size and shape of the camera is pleasing on the eye and can be stood on even the smallest of surfaces. When I received this product, I was super excited to try it out and I couldn’t wait till my baby’s bedtime and I haven’t been disappointed yet. I have been using this product for over a week now and I’m still excited to be using it every night. “Thank you very much Spear & Jackson for an all-round great product. Huge thumbs up from me!”

TRIED AND TESTED

Satisfaction Guaranteed Spear & Jackson are so confident in the performance of their BM1760 that it comes with a 24-month warranty and the promise of a ‘no quibble’ replacement unit if it should develop an issue within the warranty period. The BM1760 is available now, RRP £129.99 For more information on the product and supporting marketing, please contact sales on +44 (0) 1142 814242 or email sales@spear-and-jackson.com or visit www.spear-and-jackson.com/videobaby-monitor

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Discover a new gem i-Size safety from day one up to seven years old When it comes to buying a car seat, safety and comfort are often the most important considerations for parents. This can mean buying several car seats to suit their growing child’s needs, but what if they could have the best of both worlds? Introducing the Emerald, the multi-age car seat that offers superior i-Size safety and longevity suitable from birth all the way to 7 years old (25kg).

Rearward-facing from birth to 4 years The Maxi-Cosi® Emerald offers parents everything they could want from a first stage baby car seat, helping them safely transport their little one on their first journeys through life including: • • • • • •

Rearward-facing travel up to 4 years (105cm) ISOFIX installation with a support leg up to 4 years Support leg with visual indicator Cosy padded newborn inlay 5-point safety harness Anti-slip shoulder pads

Forward-facing travel from 4 - 7 years Parents who choose the Emerald can be reassured that as their little one grows, their car seat will grow with them. To ensure they are always comfortable and secure, Emerald features: • • • •

An easily adjustable harness and headrest 4 recline positions Belt installation from 4 – 7 years Booster seat mode from 3.5 – 7 years

Always protected Each Maxi-Cosi® car seat is designed with special innovations that provide optimal safety for children as they grow. These features of the Emerald help protect parent’s precious cargo no matter their age: • i-Size safety from birth to 7 years old • G-Cell technology for side impact protection • Removable cover that doesn’t interfere with the harness • Dedicated ISOFIX base

For parents who are looking for a multi-age car seat that doesn’t compromise on safety, the Maxi-Cosi® Emerald offers the perfect solution. Emerald will be available in Authentic Black, Authentic Graphite and Authentic Grey, from January 2021, RRP £369.

For more information, contact sales on 02082360707 or email UK-sales@doreleurope.com To find out more, visit maxi-cosi.co.uk

The bare necessities How are expectant parents currently viewing nursery essential items? Here we take a look.

s soon as pregnancy is confirmed, expectant parents turn their attention to what they may need with the list of possible products appearing endless in comparison to perhaps what they actually need. Of course, we all know at the heart of this lies an infant car seat due to these being a legal requirement, but what about other products, for example a bedside crib, Moses basket or cot? We asked Green Sheep’s Brand Director, Mark Nicholls for his thoughts. “A recent survey by FanFinders found that the baby’s cot is ranked by parents as the second most important baby buy, behind that of car seats, but surprisingly ahead of prams/strollers.” Said Mark. “One reason for this may be the link to prioritising the right sleep solution, given that babies spend on average 14 hours a day sleeping. Linked to the purchase of a cot of course is the mattress, and at Snüz, the importance of investing in a quality mattress for your child is going to be at the centre of our exciting upcoming SnüzSurface range launch.” There is then the matter of the mattress. Sleep time is an area that can cause an awful lot of new parents to have anxiety and with more options available, there is notably a shift toward mattresses that offer a level of breathability and are made from natural fibres. Mark feels there is a general shift toward products that are eco-friendly overall in nursery products saying: “Parents are increasingly turning to more sustainable

products for their baby, as well as also considering not just the materials used in manufacture but the longevity of use too. From our observations there is a trend towards parents investing into higher quality products with less harmful chemicals, in an attempt to do what is best for baby.” Baby wearing products have also seen their far share of growth, more so perhaps than ever during the current pandemic. With travel restrictions at present across the UK, we asked Ergobaby’s UK Marketing Manager, Holly Brewer for her thoughts within this product category? “Baby Wearing is becoming more important than ever, increasing bonding between parent and baby, ease of breast feeding, allowing parents to be hands free for dog walks and such. Due to the pandemic and restrictions in travel, families are beneﬁting from being outside in the fresh air enjoying their daily winter walks and baby wearing makes this easier. Innovation, convenience and usefulness are important criteria for carriers, with ergonomic carriers that facilitate multiple carry positions increasingly popular.” Social Media appears to also have played a pivotal role in driving this particular must have product category. We also asked Holly how this is driving consumer awareness? “The next generation of expectant parents are more digitally savvy than ever before. Social media channels have grown massively since the start of the pandemic and brands are

Bathtime bliss The adventure continues with a bigger, bubblier bathtime from Shuggle. When it comes to baby bathtime, Shnuggle are here for parents every step of the way. The award winning Shnuggle Bath saw the addition of a plug in 2020 making bathtime even easier in those precious ﬁrst few months and a new Folding Bath Stand design in Shnuggle’s signature grey brings baby bathing to waist height – perfect for new parents especially mothers who have had a section delivery. The ‘big brother’ Shnuggle Toddler Bath is the perfect follow-on bath for when baby out grows their baby bath. Designed for comfort by oﬀering a padded backrest, grippy inside surface and natural sitting position, there is plenty of space to play and grow. www.shnuggle.com 18

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focus BABY ESSENTIAL

finding new ways to engage with their target audience, example Tik Tock.” Comments Holly. “Digitally led information content is key to cut through the saturated online channel to raise brand awareness and educate audiences around wider baby wearing benefits.” Mark agrees when we look at how Social Media has had an overall impact on the way consumers are viewing nursery products, although this may not necessarily be purely Covid-19 driven. “Social media is playing a critical part, particularly during lockdown, in connecting parents to advice, information and ideas to meet the needs of their little ones.” Said Mark. “Social media has increasingly been a part of our lives for a number of years, Covid-19 is the catalyst increasing our consumption sooner, but we believe this outcome was inevitable.” New or expectant parents are information hungry, and we know that online research has increased in popularity in searching for products that are deemed as essential, so has the current Pandemic also effected the way consumers have adapted to purchasing nursery products? Holly feels that yes, online shopping will continue to rise, although that said, bricks and mortar nursery stores will remain at the heart of this and Ergobaby are keen to continue to ensure this stays the same once nursery stores can safely open their doors again. “The current pandemic has accelerated the growth of online shopping. Traditional nursery shops are still important as they have a wealth of expert knowledge and expectant parents what to experience the instore try before you buy. “During the pandemic we have been working closely with retailers to find alternative ways to reach and inform their customers without being able to discuss and demonstrate products in person, and without opportunities for activities such as in-store events. For example, we have been working with our retailers to provide digital launch assets, in-store training and to forecast for key events, launches and promotions to help our retailers get ahead of the competition as we slowly emerge from lockdown restrictions.” Although many expectant parents won’t actually purchase the larger nursery items during the first three months of pregnancy, that doesn’t mean they won’t actively start browsing around the internet for products required from birth. Take a look at some of the products featured over the following pages which are all available to order now.

The Baby Yoga Play Mat BOND PLAY BREATHE A soft and comfy mat ideal for Play, Baby Yoga and Baby Massage.

Available to order now!

For further info Contact:

sales@shnuggle.co.uk

LUNO ROOM SET â&#x20AC;&#x201C; OAK WHITE Beautiful Textured Warm Oak View full range www.babymore.co.uk karl@babymore.co.uk 02034755588

focus BABY ESSENTIAL

Golden sleep Mother&Baby Gold Collection mattresses provide natural sleep. As a baby spends up to 50% of the time sleeping in their first two years it is so important to make the best choice for their sleep environment. The Mother&Baby Gold Collection Mattresses are the perfect first mattress for baby. The sumptuously soft bespoke fabric on the Gold Collection mattres ses is made with natural Tencel for temperature regulation and treated with the Purotex probiotic which is proven to eliminate many common household allergens. Available in sizes to fit the most common Moses baskets, Co-sleepers up to full size cots and cot beds are all in stock now. Look out for the new Mother&Baby Moses Basket coming soon.

0161 702 5062 | sales@cuddleco.co.uk www.cuddleco.co.uk

Mini in size, big on sleep! Introducing the Coleby Mini Cot Bed from Ickle Bubba. A space saving, stylish design and although it’s a mini model that can accommodate a mattress sized 120 x 60cm, this cot bed has three mattress positions and will last from birth to approximately four years. For those wanting to make the most of their nursery space, the Coleby Mini Cot Bed forms part of the full Ickle Bubba Coleby collection which includes a full size cot bed, changing units, wardrobe, cot top changer, under drawer and a choice of additional mattresses that can be bundled to suit any requirement. darren.pumfrett@icklebubba.com grant.koston@icklebubba.com

Comforting embrace Specially designed to keep newborns close, the Ergobaby Embrace combines the softness of a baby wrap with the ergonomic comfort of Ergobaby’s award-winning carriers. Suitable for babies from 3.2kg to 11.3kg (7lbs – 25lbs) the Embrace’s greatest innovation is its ability to grow with the newborn. Supportive for baby and hip-healthy, the Embrace features padded head and neck support, whilst the ergonomic seat keeps baby in a hip-healthy M-position throughout all stages of development Certified ‘back-friendly’, the Embrace is as comfortable for the parents as it is for the baby, with a wide waistbelt and spreadable cross-straps which distribute baby’s weight evenly, whilst the handy buckles make it easy to use. www.ergobaby.co.uk 20

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Cosy toes The must-have pushchair accessory for parents this winter.

Dre ams com e true Joie’s first bedside crib is a dream come true hs and exploring The CYBEX SNØGGA is ideal for the colder mont can be used on uff footm act the great outdoors. The ultra- comp used with rsally unive be can and hairs any of the CYBEX pushc s. brand hair pushc most other the SNØGGA is Available in nine beautiful and striking colours temperatures in used be can and act, comp lightweight and ultra. from 10°C to -10°C with its TOG 4 insulation rating be easily With a handy zip on the front, the footmuff can to remove the g havin ut witho , warm removed if a child gets too hair. pushc child from the www.cybex-online.com

BEAUTIFUL NEW WOODEN TOY COLLECTION!

The roomie and roomie glide give that side-by-side closeness without the worry, so you can enjoy every waking moment of those newborn nights, without losing sleep over whether they are snoozing safely. Both roomie and roomie glide feature a simple to use sliding side panel that lifts and lowers easily with just one hand. Soothing your little one in the night is child’s play with the gentle gliding motions of roomie glide – and when they are settled, simply secure the glide into place with the one touch lock. With 10 tummy tilt positions, roomie and roomie glide incline helping your little one to comfortably digest their bedtime snack. With 11 height adjustments, the roomie and roomie glide will fit almost any bed perfectly and the wheels will allow you to move it easily around. Both come with a comfortably cushioned, yet firm mattress that is mesh covered for ventilation. 01889 808 900 | uksales@joieba by.com

©S McB /

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focus BABY ESSENTIAL

Baby’s Mattress Matters…Make It ClevaMama Every parent knows that sleep is a vital part of baby ’s development. In fact, babies spend 50% of their time in deep sleep so choosing the right mattress is so important. Founded on safe, secure sleep for baby, the Made for Mums award winning ClevaFoam Pocket Sprung mattress reduces pressure on baby’s head, increase s support and decreases the risk of Plagiocephaly (flat head syndrome). In addition, its open cell structure makes it breathable, hypoallergenic and toxin free, ensuring your baby is safe and comfortable. If your baby is sleeping well, that means you’re sleeping well, making the ClevaMama Pocket Sprung mattress worth its weight in gold. Become a ClevaMama Mattress stockist by contacting the below.

+353 1 8770724 | info@clevamama.com | www.clevamama.com

Within arms reach

ind that baby is safely m of e ac pe s nt re pa g in Offer axi-Cosi Iora offers a within arm’s reach, the M e of rest for little ones. ac pl re cu se d an sy co , stylish able table mattress, this adjust

ons and an extra-comfor d as Boasting five height positi ws, it can then also be use with any bed. As baby gro ible Iora t, pat igh com is twe r ligh epe sle and e bedsid lti-functional n weighing up to 9kg. Mu aning me , bag el trav ed lud inc a standalone cot for childre handy can be taken away in its der-cot also folds right down and . Furthermore, the large un too s trip ily fam on me ho m hand. fro to me ials ho a ent ess has y that bab d to keep all the storage basket can be use

www.maxi-cosi.co.uk

Award winning SnüzPouch is the award-winning baby sleeping bag that promises to reduce night-time disturbances for babies (and parents)! A thoughtfully designed nappy change zip has been seamlessly integrated into the design making night changes quick and easy. A truly innovative nursery essential, SnüzPouch is made with super soft OEKO-TEX 100 certified cotton and available in a range of stylish designs, bedtime couldn’t get any cosier (or more convenient)! The unique SnüzPouch is now available in two sizes, 0-6 months and 6-18 months. The double shoulder and perfect-fit underarm poppers create a safe and secure sleeping environment for extra comfort, ensuring babies can happily ‘Snüz’ for hours!

01789734020 | trade@snuz.co.uk

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focus BABY ESSENTIAL

Bedside bliss with My Babiie Let little one sleep tight with the all new My Babiie ‘Closer ’ Bedside Crib. Available in a trendy Marble or stylish Blush design with a rose gold frame the My Babiie ‘Closer’ side-sleeping crib allows you to sleep next to baby for the first six months without having to share the same bed, making it safer for you and baby as recommended by baby experts. The ‘Closer’ Bedside Crib can be used standalone for daytime naps or as a ‘closer to you’ crib with its zip down side and attachment to parents bed. Mesh sides allow ventilation for a better nights sleep for baby and the height adjustable legs mean it can adapt to the height of your bed.

hello@mybabiie.com | www.mybabiie.com

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

01889 808 900 | uksales@joiebaby.com

Soothing success The Maxi-Cosi Kori is a 2-in-1 rocker that’s perfect for soothing and rocking baby to sleep. The super soft inlay is supportive for newborns and then once removed, Kori can be used for babies up to 9kg. Thanks to the lightweight design, Kori is easily transported around the home, so it can entertain baby whilst parents do their chores. Made with high-quality materials, Kori is sturdy enough for even the most active babies. More importantly, the fabrics are easy to remove and machine washable. Whether baby is laid back for a nap or wants to have a front-row seat for all the action, it’s all possible thanks to Kori’s three different height positions all adjusted effortlessly with just one hand, making it the best seat in the house.

www.maxi-cosi.co.uk

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focus BABY ESSENTIAL

Perfect match for travelling with baby Introducing Adorra Luxe, an exclusive and chic special edition travel system from Maxi-Cosi. Including the hero Adorra Luxe pushchair, matching Pebble Pro i-Size car seat, Oria Carrycot and a teddy lined footmuff for a seriously stylish complete travel solution. Suitable from birth up to 22kg, the Adorra Luxe pushchair features premium matching fabrics, a stylish chrome chassis and deluxe vegan leather details. The comfortable padded seat also includes thermo regulatory materials to ensure that baby is always kept at the perfect temperature. Not only is it a lightweight option at just 12kg, the XXL shopping basket can also hold up to 5kg, so parents can carry more than just their essentials. Bi-material wheels and ergonomic side brakes also ensure a smoother rider and better durability.

www.maxi-cosi.co.uk

For birth and beyond New Natural Pocket Sprung Mattress from Little Green Sheep. Introducing the Natural Pocket Sprung Mattress from The Little Green Sheep, not only the brand’s first-ever pocket sprung design, but one that also offers unique dual-sided support, for birth and beyond. Beautifully handmade and championing only the highest quality natural materials, this innovative dual-sided mattress has been designed to provide firm support for baby as recommended by safe sleep experts, and progressive support as they grow to toddlerhood. Available in two sizes – Cot (60 x 120cm) and Cot Bed (70x140cm), the mattresses are covered in a luxury breathable herringbone cotton cover and each one comes with a 3-year guarantee.

01789734020 | trade@greensheepgroup.com

All change Trendy new Changing Mats from My Babiie My Babiie changing mats are practical, fun and stylish. With a range of designs and styles there is a changing mat for everyone, from bright fun elephants to super stylish chevrons, and their latest additions, Leopard, Marble and Geometric. All their changing mats are made in the UK to the highest possible standards and their great modern unique designs make My Babiie’s changing mats stand out from others. The padded changing mats have raised sides and are suitable from birth. Made with non-toxic PVC these stylish changing mats are easy to wipe clean and the fashionable designs will make your nursery burst with style!

hello@mybabiie.com | www.mybabiie.com

nursery today

Spreadable shoulder straps Cushioned neck support Soft and supportive, jersey fabric Simple, easy buckling

Padded waist belt

NEW Soft Navy

NEW Blush Pink

Pure Black

Heather Grey

Oxford Blue

For more information contact your account manager or service@ergobaby.co.uk

advertorial ERGOBABY

Embrace: Cosy & Simple, Cuddle From Birth

The Ergobaby Embrace baby carrier is specially designed to keep newborns close, combining the softness of a baby wrap with the ergonomic comfort of the brand’s award-winning carriers.

faithful companion from the moment baby arrives, the Ergobaby Embrace makes the transition from pregnancy to family life as gentle as a tender embrace. Parents can focus on bonding with their new arrival while giving them safety and security during the early phases of development. Renegotiating the question of ‘wrap or carrier?’ with its distinctive design, the Embrace’s soft jersey material combined with handy buckles make it cosy, comfy and easy-to-use. It effortlessly adapts to the growing newborn, and for multiple wearers, while ensuring ergonomic positioning and comfort for both baby and wearer. Available in Heather Grey, Pure Black, Oxford, Blush Pink, Soft Navy and Burgundy. RRP £79.90.

Key features of the Ergobaby Embrace: NEW COLOUR Soft Navy

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Soft and comfy - Oeko-Tex Standard 100 Certified fabric gently cradles baby to parent

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Easy to use - no complex tying

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Comfortable to wear - supportive waist belt & spreadable cross-straps distribute baby’s weight evenly

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Ergonomic for baby – baby’s head is supported by padded head and neck support, while ergonomic seat keeps baby in hip-healthy M-position throughout all stages of development

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Designed for newborn upwards - keeps newborn close to your heart from day one: 3.2kg - 11.3kg (7lbs - 25lbs)

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Two carry positions – includes both front inward and front outward facing positions

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Weighs just 480g and compactly folds for easy storage 26

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The ErgoPromise The Ergobaby Embrace also comes with the brand’s ten-year guarantee (which covers all baby carriers including wraps), sending a clear message to parents all over the world that as their families grow, Ergobaby products will be there every step of the way. The ErgoPromise formalises what parents have known for years, the quality of Ergobaby carriers mean that they can still be relied upon even after years of use. A baby carrier that has experienced a lot, and endured even more, becomes an heirloom, carrying each family baby when their time comes. Standing behind the durability and quality of each and every carrier and wrap, the ErgoPromise is applicable to all carriers sold via our authorised retailers (and since January 1st 2017), and promises to replace affected baby carriers or send spare parts free of charge in the event of material or manufacturing defects.

The Omni 360 Also benefitting from the ErgoPromise is the best-selling and award-winning Omni 360. Consistently gaining accolades for its innovative all-in-one design, and ease of use, the Omni 360 offers four carry positions and is the ultimate in baby and parent comfort. The Omni 360 adjusts from newborn to toddler (7-33lbs), without the need for an infant insert and supports baby ergonomically at all stages and in all positions, including outward facing. Additional features include a lumbar support waistbelt, extra cushioned, crossable shoulder straps, and a large, detachable storage pouch.

Embraceâ&#x20AC;&#x2122;s greatest innovation is its ability to grow with the newborn

RIGHT

As soft as a warm embrace

IMAG IMAG

NEW

Embrace - Burgundy

Embrace - Heather Grey

Embrace - Blush Pink

Embrace - Oxford Blue

Embrace - Pure Black

Supports baby ergonomically throughout all stages of development

No complicated wrapping or tying involved. Embrace has an easy to buckle waist belt and shoulder straps nursery today

nursery matters JOHN BARKER John showing off his zoom skills online to a Pramland customer

Barking Mad

john@pramland.co.uk

Lots can change in a month. And boy oh boy has a lot changed since last I wrote my article! Pramland’s John Barker tells us more…

ockdown 2.0 finished, some of us lucky areas managed to avoid Tier 4 and therefore another closure. Christmas and New Year came and went then Boris locked us all down again for an unknown period of time. As you can imagine, I (like each of you) am furious that we are once again being forced to risk all we have worked for as a result. The lack of knowing when we can re-open makes every decision we make a risk. Our industry is and always has been dependent upon parents to be being able to visit a store to try out all the prams, strollers, car seats etc. before you make their final decision. Many of those customers choose to return to the store to make the purchase others decide to purchase online. The truth of the matter is that when we lockdown the vast number of parents to be don’t buy. I’m not say no one buys, just that the bulk of our customers would rather purchase in store and they will wait until stores re-open (whenever that will be). We can all offer video appointments etc. 28

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but the conversion rates on such appointments can be low if the customers are really wanting to try things out first-hand. If you aren’t currently offering online video content keep reading as I’ll be having a look at how easy it is in a few paragraphs! I’m encouraged to see the recent news that Nursery Stores have been granted “essential” status in Scotland in relation to click and collect. This is a huge win for all those north of the border and I just hope that this status is soon applied to our showrooms too. Just a quick nod to “Nursery stores are an essential business too” petition doing the rounds. This is a wonderful petition and deserves ALL our support, if you haven’t already PLEASE share on your Facebook pages etc. as the more we promote this the more signatures we’ll get. The end result could benefit all of us so please ensure you’ve been part of the effort. I’m writing this months article slap bang in the middle of January (much to Penny’s annoyance – sorry ED) and we are about to rack up two weeks of

video If you aren’t currently offering on ling ea look at content keep readin g as I’ll be havingraphs! how easy it is in a few pa ra lockdown. The very recent news of Precious Little Ones closing their doors has been a talking point with many retailers and again reinforces the need to ensure good margins are maintained at all times. It’s no good selling a thousand prams a week if you’re only making profit on 4 or 5 of them. It’s a sad loss of jobs for all those involved but once again I hope it serves as a stark reminder to all of us that remain. . . margin is your top priority! So far we have been very busy on our reduced hours during lockdown with lots of deliveries and calls from customers. And yet again Facebook is the shining light and a real god send for us stores forced to close. The ability to communicate and engage with our customers is vitally important and the

tools that Facebook offer are priceless right now. Remember, keep posting often. Your customers need to know you haven’t gone anywhere. If potential customers see a thriving business, actively promoting themselves and their range they will be driven to your store. If you’re confident enough head to Facebook Live, customers really love the idea of sitting at home watching people demonstrate items to them. I can assure each and everyone of you, Facebook Live brings business to your store! You will see orders being placed off the back of it. If you are confident enough to “go live” why not prerecord? We all have smart phones in our pockets to use for recording and they will even allow you to edit your videos. Even if you get tongue tied and

have to make cuts in your recording your hand in your pocket why not use you can easily edit multiple clips a pile of old brochures to lean your together. Add some titles, captions and phone up against? I used to use a a little music and BOOM you have a Bugaboo Fox with a smart phone really nice video your customers may holder until I upgraded to tri-pods! appreciate. Hand on heart you can You could even make a holder out of make a 5/6 minute demo video in Lego! Who hasnâ&#x20AC;&#x2122;t got a load of old minutes on an iPhone. Lego at home? I am fairly active on Facebook If you are offering face-to-face video during lockdowns (itâ&#x20AC;&#x2122;s sad that I can appointments youâ&#x20AC;&#x2122;ll need a way of say those words like itâ&#x20AC;&#x2122;s just normal conducting them. I personally use now) and have achieved a good level Zoom. I find it easy to use and love the of success with some simple tools. simple meeting schedule system. I Firstly I use my go to gadget, an would recommend the Pro version, it iPhone for my Facebook Live does cost about ÂŁ14pm but you can recordings. It features an inbuilt mic so pay on a month to month basis and it no need for any fancy microphones if means you arenâ&#x20AC;&#x2122;t limited to 40 mins you donâ&#x20AC;&#x2122;t want to shell out on one. If per Zoom meeting. I use an iPad (you however, you choose to invest in a could easily use a laptop or even your microphone I would recommend a phone) as the camera and again I have wireless lavier mic. They allow you to a camera tri- pod fitted with an iPad move around and you donâ&#x20AC;&#x2122;t need to bracket. A larger screen does mean worry about getting tangled up. They you can see the customers a little also lend an air of professionalism to easier whilst you are demonstrating your Lives as the sound quality is but itâ&#x20AC;&#x2122;s not vital (remember youâ&#x20AC;&#x2122;ll be greatly improved. It also makes you stood a few metres away from the feel like a TV star, which is nice. camera so your guest can see the Youâ&#x20AC;&#x2122;ll need something to make your pram, etc.), as long as they can see (phone) camera stand up to, simply what youâ&#x20AC;&#x2122;re doing. As for sound, you grab a camera tri- pod and phone can either keep it simple and use the adaptor from Amazon, they only cost inbuilt mic and speakers, theyâ&#x20AC;&#x2122;ll do the a few pounds and they make life much job. simpler. Again if you donâ&#x20AC;&#x2122;t want to put If however you want to have better DL B17B-DQXDU\B B [ PP SGI

If youâ&#x20AC;&#x2122;re confident enough head to Facebook Live, customers really love the idea of sitting at home watchin g people demonstrate items to them. I can assure each and everyone of you, Facebook Live brin gs business to your store! sound quality, both for the customer to hear you better or so you can hear them over the background noises in your store I would recommend a pair of wireless earpods. It means your customers will hear you loud and clear and youâ&#x20AC;&#x2122;ll spend so much less time asking them to repeat their question a hundred times. The final thing to mention is that whilst youâ&#x20AC;&#x2122;re closed thereâ&#x20AC;&#x2122;s never been a better time to review your online offering. Many experts will tell you that in this modern era your website and social media is your first point of contact with many of your potential customers. During lockdown itâ&#x20AC;&#x2122;s actually your only contact! So, make sure your social media pages are active with fresh content DAILY, and your old dusty website with that old telephone number and opening hours on it has got to go. Use this time to get it updated. If people visit a bad

website they are less likely to visit your store when they can, they are simply more likely to find a business that has a better first impression. Again, doing this doesnâ&#x20AC;&#x2122;t have to be hard. Pick one of the hundreds of pre-made website brokers and youâ&#x20AC;&#x2122;ll have a lovely, professional page up and running in no time for a very reasonable price. Many of them offer simple online development tools which means you can get a page up and running in an evening and then spend the next few weeks tweaking it until youâ&#x20AC;&#x2122;re happy. The most important thing to remember is that your customers are NOT judging you on your ability to present, edit or record videos. They are simply happy that you are trying to help them and they will show appreciation by spending money with your business! Until next month, please stay safe and I hope business is good for you.

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focus PREGNANCY & MATERNITY

Maternal instinct There are huge benefits to be made by stocking products in-store or online for when baby arrives, but what about items that can give great retail opportunities through the various stages of pregnancy?

“While the euphoria of being pregnant continues, many women are faced with the varying discomforts that a progressing pregnancy brings. Whether that be indigestion, swollen ankles or getting a good night’s sleep, women look to tried and trusted products to help make them more comfortable and relaxed while still of course making sure baby is as healthily nurtured as can be.” Fiona-Jane Kenworthy, Cental Medical Supplies (dreamgenii) Piture courtesy Dreamgenii 30

nursery today

regnancy for the vast majority is a wonderful time, however it can highlight several problems. For example, restless nights as the baby bump grows, discomfort for some while driving, and a natural anxiety about the growing baby. It doesn’t end there, there is also perhaps a time pre-birth while being pregnant when mums will also turn to breastfeeding bra’s early and clothing that will offer support also to their growing stomach for day-to-day comfort. Expectant mums today are savvy when it comes to products that will offer assistance during pregnancy and will actively seek out products that are promoted well, have endorsement from a source they recognise, consider a products function and also perhaps price as these type of products might not be required after birth. We asked Central Medical Supplies (dreamgenii) Marketing Manager, Fiona-Jane Kenworthy on her thoughts on what expectant mums might be looking for? “While the euphoria of being pregnant continues, many women are faced with the varying discomforts that a progressing pregnancy brings. Whether that be indigestion, swollen ankles or getting a good night’s sleep, women look to tried and trusted products to help make them more comfortable and relaxed while still of course making sure baby is as healthily nurtured as can be.” Lansinoh’s UK Marketing Manager, Lisa Craven would agree adding: “The main things that mums are looking for are products that are effective, easy to use and reliable. Mums want products that make their life that little bit easier during pregnancy. That’s why it’s crucial that brands build that level of trust with mums, and are fully empathetic and understanding about the many challenges faced by mums.” With this being a time where, perhaps more so for first-time parents, information is often sourced online. Social Media and influencers perhaps hold

a strong key to the decisions that are made with regard to purchases. Lisa told Nursery Today: “Social media is a great tool for lots of mums, as it provides a very large community of pregnant ladies and mums, where they can openly discuss their own experiences and products that worked for them. It’s often the case that pregnant ladies and mums who are active on social media are keen to share their knowledge with others in a similar position.” We also asked Lisa if brands were active via social media, giving invaluable information and advice? “There are also many active brands in this space on social media, including Lansinoh, which means mums and mums-to-be can easily find updates on new products, as well as first-hand experiences of product reviews.” And what of influencers? Are they active in assisting the promotion of brands in this product category? “Celeb influencers always help drive brand awareness but we are also reaching out to more micro-influencers who have gained a trusted following and really understand the products they share.” Comments Lisa. “I think as an audience, the UK mum is very sophisticated in that they understand a hard-sell and want to make informed purchases based on credible reviews. Content really is king in that sense.” Does innovation play a role? Are we seeing new product launches offering perhaps something different for expectant mums? Fiona-Jane feels that products connected to sleep are seeing a shift in expectation from consumers. “We are seeing more and more new products come on to the market and sleep is a massive area that brands want to tap into, so yes the category is always innovating and indeed products like ours continue to be refreshed.” Said Fiona-Jane. “However consumers are savvy at knowing if a new pillow on the market is just a gimmick - Healthcare Professional endorsement of product features is very important for mums to be.” Finally we asked Fiona-Jane for her thoughts on what benefits can retailers expect when stocking these type of products? “As I said, sleep has become big business and there are so many different products to aid sleep while pregnant, sleep for baby etc and so stocking products like these allow you to create a full range of maternity solutions around sleep.” We highlight a number of products that are available to order now on the following pages - are you ready for the bump express?

The go to Pregnancy Support and Feeding Pillow Supporting the back, bump and knees, the unique shape of the DreamgeniiÂŽ Pregnancy Support and Feeding Pillow encourages mum-to-be to sleep on her left side

Multi-award winning Pregnancy Support and Feeding Pillow enjoyed by women around the world

Patented pillow recommended by UK Midwifes

Digital and traditional marketing support for retailers

Available from leading Nursery Suppliers or direct via info@dreamgenii.com or 01538 399541 www.dreamgenii.com

focus PREGNANCY & MATERNITY

Sleep therapy A good pregnancy pillow is a real ‘must-have’ when you’re expecting. From the early stages through to when baby arrives, getting comfortable will present a challenge. ClevaMama’s maternity & Nursing pillows provide maximum support and comfort, helping you to sleep better, avoid cramps, back pain and symptoms of SPD (Symphysis pubis dysfunction). Ideal for all stages of pregnancy and beyond, the award winning Mum2Me Maternity Pillow and Sleep Pod gives total body support, from head and neck, to bump and knees. When your baby is born, it transforms into a cosy, secure sleep pod. The Therapeutic Body & Bump Maternity Pillow follows the natural curves of your body and provides support wherever is needed. The pillow can then be used to create a comfortable nursing position when your baby arrives.

+353 1 8770724 | info@clevamama.com www.clevamama.com

Instant relief Beltfree maternity shapewear by Miss James is the only product on the market that can provide instant relief for pregnant women experiencing back and pelvic pain, and pelvic girdle pain. The patent pending technology has a pelvic instability support inbuilt into a pair of super soft, stretchy, and long lasting leggings or shorts. Items can be worn day or night throughout a whole pregnancy and postpartum for support, increased energy and better mobility, and more comfortable sleep. The leggings and shorts support the weight of the baby bump and reduce pressure in the pelvic area.

www.missjames.co

Breastfeeding care With seven, organic ingredients including Argan oil and Coconut oil, Lansinoh’s certified USDA Organic Nipple Balm has been handcrafted to care for breastfeeding mums. The organic ingredients help to soothe tender nipples and dry skin. With no smell or taste, it doesn’t interfere with breastfeeding and is also free from additives and preservatives. The natural, plant-based remedy can also be used as preparation balm for mums-to-be to prepare their nipples for breastfeeding as well as during pregnancy to relieve dry, stretching skin. The Organic Nipple Balm has been dermatologically tested and helps to moisturise the skin and restore natural softness, whilst also being soy and gluten free.

www.lansinoh.co.uk

Rest assured Mother&Baby Gold Collection support pillows can help support and give mum to be a restful night sleep. During pregnancy a woman’s body undergoes many changes which can cause problems during sleep as you try and recuperate from the day with a baby kicking inside! The Mother&Baby Gold Collection support pillows can help to support the growing body and give mum to be a restful night sleep. Available in 6ft and 12ft sizes so you can be fully enveloped in the supportive hollowfibre pillow. For extra peace of mind, the pure white cover is made from GOTS certified organic cotton so there are no nasty chemicals in their production.

0161 702 5062 | sales@cuddleco.co.uk www.cuddleco.co.uk

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Recommended by midwives dreamgenii stands by their 14 year heritage with a go to maternity product. Comprehensive marketing support, social media and PR activity have all added to dreamgenii’s 14 year heritage and increasing popularity cementing it as the go-to for expectant parents looking for a multi-functional pregnancy pillow. dreamgenii is recommended by UK Midwives, as it allows mums-to-be to enjoy a comfortable as well as safe pregnancy as its unique shape encourages left-side sleeping, the optimum position for baby and mum. It also has longevity as it converts into a useful feeding pillow post-birth – the lovely designs complement any nursery too! To capitalise on the products popularity throughout 2021 and become a stockist visit their website.

www.dreamgenii.com

Smart pumping

Lansinoh’s newest and most innovative breast pump , the Smartpump 2.0. The pump connects to the Lansinoh Baby app via Bluetooth, to automatically track mum’s pumping sessions. This helps to record a pumping session’s time and length and shows mums their pumping/feeding inform ation, so they can compare their daily averages and review their feeding routine over time. Being the quietest pump made by Lansinoh, it also helps mum to pump discreetly whether away from home, or simply trying to avoid wakin g anyone during the night. Through the Bluetooth technology , the pump enables mums to record their pumping sessio ns and track everything from breastfeeding, bottle feedin g, water intake, and even nappy changes.

www.lansinoh.co.uk

nursery today

talking shop This month independent retailers are focussing on the year ahead.

Sarah Marsh

Sara Hubbard

BABY BOUTIQUE

2021 has finally arrived, how are you feeling about the year ahead?

WHITES FARM BABY BARN 2021 has finally arrived, how are you feeling about the year ahead? We are trying to look forward to the year with a positive attitude, but as you can imagine some days this is easier than others. We have faith that our lovely customers will continue to shop with us as they did the ﬁrst lockdown, and hopefully both ourselves and our suppliers have a better idea of how we need to operate going forward.

We’ve entered our third lockdown, what impact will this have on your business? Hopefully a positive one! We saw business increase dramatically during the ﬁrst lockdown and directly after; just because there is a pandemic doesn’t mean people will stop having babies! We feel a lot of people have adapted to this way of working, and are happy to go ahead with zoom appointments and phone consultations.

We’ve entered our third lockdown, what impact will this have on your business?

2020 was a challenging year for everyone. Do you feel that there were any positives during last year that you will be implementing into your business model with regard to the way you operate in 2021? 2020 was challenging for us as a business, but personally also - as many of our fellow retailers and customers know we are a family run business, with just myself and my daughter Abbie holding down the fort. If last year taught us anything to take into 2021 it’s to take time for ourselves and our own emotional, mental and physical well-being. We understand it has been a diﬃcult time for people to be expecting babies, but that doesn’t mean we should sacriﬁce our own health and put everything into the store. We also have realised that even though stock levels and delivery dates are low and uncertain, we won’t be bullied into changing our ethos or our processes for customers who feel entitled to things we just can’t provide and our out of control.

Finally, do you have any advice you can offer your fellow retailers? Breathe. Take a step back, turn off the phone and spend it with the people you love when and how you can. All of our businesses are important to us, but if these lockdowns and restrictions have taught us anything it’s that life is too short. Cherish your free time, and make sure you get your work/life balance right; we didn’t when we first opened up after the first lockdown - working for 24 day stints at a time - and we soon saw the negative impact it had. Just take care of yourself and your loved ones.

Jason Heller HUGGLE

2021 has finally arrived, how are you feeling about the year ahead? We are feeling pretty positive about the year ahead despite the latest lockdown. Our team have been amazing during the past 12 months and in the main, most customers (but not all) have been very supportive despite many of the challenges faced. We have been able to refocus the business and build on our online relaunch early last year. We are keeping our ﬁngers crossed that everyone gets through the next couple of months safely and we can get our store open again soon.

We’ve entered our third lockdown, what impact will this have on your business? Our store has obviously had to close its doors again and there have been as many 34

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Prior to January we were super excited for the year ahead, really wanted to throw open the doors and start again fresh! However, with the new lockdown, it really did throw us. I don’t think there will be a person that hasn’t been aﬀected. Mentally this took a few days to sink in and we gave ourselves time to re-evaluate the situation and then start to become positive once more. Now the mood is batten down the hatches and weather this once more and start afresh again soon.

Back to click and collect, and online-only we are going to try a few new ideas. One is a watch party on Facebook. We have never done this before but we need to not lose interest in this lockdown and be present. Another is Pintrest, which we haven’t scratched the surface of but we are going to give it a shot. Obviously our business will be impacted greatly by the stores being closed but it might give us new ways to generate revenue that we can continue to do after lockdown has ended.

2020 was a challenging year for everyone. Do you feel that there were any positives during last year that you will be implementing into your business model with regard to the way you operate in 2021? Last year’s positive for us is we got through it. If anyone had told us what would happen last year we would not have believed we could get through it, but we did. If you did last year, like us, you can do it again.

Finally, do you have any advice you can offer your fellow retailers? My advice to retailers would be, take the small positives, and take it day by day. You are still here and we can make it through this together. Work with your fellow retailers and help them out when you can. This isn’t competition anymore this is the time the industry needs to stand together. challenges presented by Brexit with suppliers being stretched and deliveries in to us proving to be an issue. If this can be resolved soon we are conﬁdent that the impact on our business can be minimised but if deliveries continue to remain unpredictable then we will need to review again.

2020 was a challenging year for everyone. Do you feel that there were any positives during last year that you will be implementing into your business model with regard to the way you operate in 2021? Absolutely. We have continued with our appointment system (online and in-store) which has proved to be popular with both our customers and in-store team. We have also been able to focus more resources to support our digital business and that has deﬁnitely been a big plus for us. We have managed to implement a live video chat feature online and have continued to develop our online product oﬀering. On a more general note many of the brands and suppliers we work with have really stepped up and continue to support us and the rest of the sector which is really good to see.

New Hauck Runner 2

The perfect stroller to beat the lock down blues. Discover the outside world with our all-terrain stroller, the Hauck Runner 2. Built to take on any terrain, this stroller will have you and your family enjoying those muddy walks like never before. Itâ&#x20AC;&#x2122;s time to own those parks and country walks youâ&#x20AC;&#x2122;ve been putting off and experience the joy of the outdoors with your loved ones. No matter if you want to go on a family trip, or on a shopping spree, the extra-large air wheels and suspension promise a bump-free ride. Even small curves have no chance against the lockable front wheel. On trips, the Runner 2 has a compact fold making it easier to load into the car. For your child to feel comfy from the beginning up to preschool age, this great capacity stroller features an XL seat with a lying position, as well as a big canopy with UPF 50+ protection that protects your child against the sun and rain.

focus BABY TRAVEL

Car seat to stroller February will see the lon g awaited Doona launch of “Gold” Limited edition and the beautifu l new “Desert Green” edition in Summe r. With the Doona you can get your little one out of the car and transform it to a strolle r in less than five seconds – all witho ut waking your sleeping child. Safe, Sim ple, an d Co mp act - thi s Ca r Se at & Stroll er all ow s yo u to ea sily na vig ate the str ee ts, ho p in a tax i, or wa lk up the sta irs wit ho ut cu mb ers om e ad ap ter s or sep ara te ch ass is.

0161 702 5062 sales@cuddleco.co.u k www.cuddleco.co.uk

Baby will travel With the global pandemic and the current travel restrictions in place in the UK that doesn’t mean that parents aren’t seeking out products to assist while out and about with their baby or toddler. For example, parents still need to take a trip to a shop or go for a walk for exercise! It is still a legal requirement to ensure that children under the age of 12 or below the height of 134cm (whichever is reached first) travel in an appropriate infant carrier or car seat in a car, and we experienced an increased demand for baby carriers and slings in 2020. As for pushchairs, strollers and travel systems, there is no denying that parents are still seeking products that they are proud to push, give a level of flexibility and of course their ease of fold. Here we highlight a selection of products that are available to order now.

Magic fold! The Ickle Bubba “Auto Fold” Gravity stroller is now in stock and ready to hit the streets. Available in three striking colours and across two models, including the highly featured Max, complete with luxurious footmuff and cup holder. Receiving a 5 star review from Pushchair Expert, the compact, auto folding Gravity is perfect for both travel and everyday use. Suitable from birth up to 25Kg (Approx 4yrs). For an introductory period, Gravity comes with a FREE travel bag as part of every order – please contact your Account Manager for more details or order via the portal.

ian.hewitt@icklebubba.com keith.belch@icklebubba.com

Perfect pace The range of Push Me Pace Travel systems offers something for everyone. Available in three brand new designs sure to please and delight. Quality finishes and practical solutions on this stylish travel system that features a car seat that is Iso fix compatible and includes so many features that this is sure to be the destination choice for your newborn baby. The Push Me Pace Icon features luxury soft quilted fabrics on a high-quality gun metal chassis and classy grey with chocolate brown finish leather trims. The Push Me Pace Amber picks up the rose gold tone accents with subtle rose gold tint edges to the chassis and hood and stroller trims. Featured on a stunning and dramatic all black gloss frame with stylish black premium fabrics The Push Me Pace Shadow showcases an amazing exclusive design fabric with contrast lining sets this apart from the rest. Grey, tan and cream feature in the striking design on both stroller and car seat. A smart silver tone chassis finishes this classy stroller.

01454 326 555 | www.redkitebaby.co.uk 36

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Time to recline Maxi-Cosi Marble is a reclining baby car seat which combines safety with maximum comfort. As babies spend a lot of their early days sleeping, Maxi-Cosi created the Marble with a possible 157° near lie-flat sleeping position which can be used inside or outside of the car. This means parents can be assured that baby will sleep safely and comfortably during every journey. It comes with its own dedicated ISOFIX base which offers secure installation and complete ease of use for parents when getting baby in and out of the car. The Marble also boasts an extra padded baby-hugg inlay and soft seat fabrics for comfort. The large sun canopy with peek-a-boo window allows parents to look in on their little one whenever needed. The Maxi-Cosi Marble can also be fitted to most pushchairs as part of a fully functional travel system.

www.maxi-cosi.co.uk

You spin me right round!

Introducing the Orbit 360° Spin Car Seat from My Babiie. The My Babiie Orbit Car Seat spins effortlessly through 360°, making it easy getting your child in and out of their car seat. Suitable from Birth to 18kg (approx. 4 years), My Babiie Orbit Group 0+/1 Car Seats have Isofix connectors making them extra safe and easy to install in your vehicle. Complete with lots of safety features, these versatile car seats will grow with your child and keep them comfy and safe on every journey. Available in Black and Rose Gold or Grey Stars, gorgeous designs packed with safety.

hello@mybabiie.com www.mybabiie.com

Meet tourist Designed to make travelling easy, tourist adds flash and function to everyday adventures. This stroller features an ultra-compact fold and packs away in an instant using Joie’s one-step, self-folding system. The included easy one-click adapters allow 3in1 multi-mode compatibility so parents can pair with Joie’s gemm, i-Gemm, i-Snug and i-Level infant carriers or matching ramble carrycot (all available separately). Tourist is packed with features including a multi-position recline with a lie flat mode for newborns, full size UPF50+ canopy with eyeshade visor, height adjustable push bar, removable fabric covered bumper bar, 2 position calf support, all wheel suspension and a full-size easy access shopping basket. Weighing in at just under 6kg, this is one of the lightest fully featured strollers available and comes ready for travel with the included rain cover, custom carry strap and bag.

01889 808 900 | uksales@joiebaby.com www.uk.joiebaby.com

Sweet dreams

The Dreamer Bedside Travel Crib is the new updated version of an old favourite but with the massive additional feature of including a drop side to allow for bedside safe sleeping. Still the same practical size and easy to assemble features, but with new soft grey premium quilted fabrics on the top rails and soft mattress, the Dreamer Bedside Crib is an amazing value travel option. The dropside means baby can co sleep next to parents allowing for strong bonds to develop and gives peace of mind to parents. Supplied with new born bassinette for young babies and is easy to fit to the main travel crib. Designed to be both simple to assemble and multi positioning; this cot is easy to fold away in its carry bag allowing for hassle free travels. The padded top rails ensure protection from any hard materials and has easy view mesh you can keep a close eye on your little ones as they play. Move the crib from room to room with no waking by using the practical wheels. With mattress included and extra storage under the bassinette and pockets, the Dreamer Bedside Crib is a perfect choice for your holidays, visiting friends and family or for your own home.

01454 326 555 | www.redkitebaby.co.uk

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Great for urban families A recent addition to the Maxi-Cosi family is the ultra-compact and lightweight pushchair, Lara². Ideal for urban families who are always on the move and need that extra bit of space and convenience, parents can easily take their little ones with them wherever they go. Lara² is suitable from birth to approximately 4 years old (22kg) and weighs just 6.3kg. It has a shoulder strap allowing it to be carried easily and also boasts an easy one-hand flash fold, meaning it can be opened or collapsed with minimal effort. Not only does it feature three recline positions with lie flat for relaxing naps on the move, it also has two storage baskets so parents will always have everything to hand. Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

www.maxi-cosi.co.uk

Ticking all the right boxes The Hauck Play N Relax center is the perfect partner for your travels and over-night stays with is easy assemble and fold systems. After the last 12 months, we can all agree the dream of travel has never been so strong. Travelling with baby can sometimes be a cause of stress, so it’s key to feel confident when you next venture out to stay with family or friends. Boasting elevated sleep levels for newborn, attachable change table in stylish fabrics, the Play N Relax ticks all the boxes whether at home or away.

01978 664362 | dwhitehead@hauckuk.com

supplier snapshot This month we talk to some of the industry’s finest to find out their views on Lockdown 3 and the year ahead.

Luke Burns

GENERAL MANAGER, CYBEX

Sam Tyack

SALES MANAGER, GREEN SHEEP GROUP 2021 has finally arrived, how are you feeling about the year ahead? It’s going to be a very interesting year as the last one has been. We are well positioned to take on the challenges from Brexit and Covid-19, working closely with our retail partners. What impact is the third lockdown having on your business? Overall, the impacts are somewhat unknown, however, we are prepared and set for remote working, online support, and maintaining the ability to ensure we can still deliver out to our customers. As a business our priority is to ensure everyone is kept safe and sane whilst also giving everyone the tools they need to be productive in a changing retail landscape. 2020 was a challenging year for everyone. Do you feel that there were any positives during last year that you will be implementing into your business model with regard to the way you operate in 2021? Being able to adapt and react quickly to still fulfil customer needs with changing restrictions and obstacles in the way is a big one. We are immensely proud of the team at Green Sheep Group not only within the business, but the wider Nursery Industry for the pathway it found to continue trade effectively despite the circumstances. The changes that have been enforced upon us in 2020, in some cases, are now being utilised to improve our connectivity and productivity both internally and externally. Finally, are you offering retailers additional assistance during the course of Lockdown 3 that they should be aware of? We are indeed. Shaun & Hannah are currently supporting our independent trade with everything they can. We will be hosting the Friday afternoon virtual industry get together throughout lockdown, and free dropship has been extended.

Sinead Murphy

CO-FOUNDER/CCO, SHNUGGLE 2021 has finally arrived, how are you feeling about the year ahead? At Shnuggle I think we’re all feeling quietly optimistic at the moment. Sales are steady and we’re so grateful for our customers and their continued business. Product development is also still continuing and we have exciting product launches to look forward to in 2021. We are, however facing some significant challenges at the moment though. Shipping delays and huge cost increases mean that we may see some periods of stock shortages during Spring time. We’re doing all we can but this is a new problem. Thankfully our warehouse is well stocked right now but we know we will face ups and downs in the coming weeks. So, while we’re feeling really positive about 2021, we’re braced for some challenges ahead What impact is the third lockdown having on your business? Our team are mostly working from home but that hasn’t really changed since 38

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2021 has finally arrived, how are you feeling about the year ahead? It’s been a busy start to the year, firstly with the impact of Brexit and ensuring our business adapts to the changes this brings to our operations process. At CYBEX we’ve worked hard to ensure there has been minimal impact on our supply chain and that our retail partners have our full support throughout this transition. It’s certainly going to be an interesting year for the industry as we navigate the daily challenges that COVID-19 brings. We’re not going to let this dampen our enthusiasm though, as we look forward to bringing new innovations, fashions and products to market. Just this week we hosted our first online press event of 2021 to unveil Pallas G i-SIZE, our brand new, world’s first impact shield car seat, designed to provide over ten years of safety. Our R&D team has worked extremely hard to create this forward-facing solution. What impact is the third lockdown having on your business? We have taken learnings from 2020 to help us navigate our way through any challenges that the third lockdown may bring to the business. At present, our main priority has been to provide support to our retail partners at a time when they have been forced to readjust and make changes to their operations. We recently introduced the launch of the new CYBEX digital training academy to our retail partners and their staff. This online interactive platform provides a virtual way for sales staff to view our latest product information, interactive videos and live demonstrations. The easy to use app will also be regularly updated with any changes to products, new legislation, messages and product launches. At a time when we can’t physically see sales staff in store, this has been a vital communications channel for us. We’re also busy preparing our new product innovations and launches for 2021, ensuring we deliver engaging and exciting campaigns that will resonate with our consumers. 2020 was a challenging year for everyone. Do you feel there were any positives during last year that you will be implementing into your business model with regard to the way you operate in 2021? I am confident that our digital training platform will prove to be a valuable resource for our retail partners in 2021. We will also continue to provide more content and demonstration videos ensuring retail sales teams have the opportunity to be fully immersed in the CYBEX brand.

the first lockdown. As Shnuggle is based in Northern Ireland, we’ve been in lockdown for most of December. The biggest impact is that in many parts of the country new parents are not able to get face to face advice from their retailers or the opportunity to touch and feel our products. It must be really stressful for new parents who just want reassurance and advice in store. 2020 was a challenging year for everyone. Do you feel that there were any positives during last year that you will be implementing into your business model with regard to the way you operate in 2021? We have always been flexible with how we work but I think we’ve all proved that we can work from home or from the office and do a fabulous job. The thing we’ve missed most is seeing each other and the office banter is never quite the same on zoom! Going forward, we’ve all recognised the need for an even better work/life balance, how important face to face communication is and that being flexible is key. Finally, are you offering retailers additional assistance during the course of Lockdown 3 that they should be aware of? We are supporting our retailers by offering dropship for any who need it. If any of our customers need help please just email us. We will get through this but we’ll need to support each other now more than ever.

Focus:

RETAIL MATTERS

What a year! This month Online4Baby’s Managing Director, Christy Foster takes a positive view of 2020 and why they are firmly focussed on the future.

ell, what a year 2020 was! As I’m writing this, we’ve just entered Lockdown 3 and I’m self-isolating, trying to get to grips with Zoom meetings and praying that I never have to home school again! We were already experiencing over 100% year on year growth prior to the first lockdown which then catapulted us to over a 200% increase. Like most other predominantly online retailers, this presented us with significant challenges around demand planning, stock availability and customer service issues due to delays with deliveries. Like many businesses going through rapid growth, you become so engrossed in the day to day that you

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don’t take a holistic view. Thankfully, we took time to step back and realised that we couldn’t continue to operate with legacy systems and made the decision to go through a complete digital transformation project. To get to where we have today, with the systems and infrastructure we have, is nothing short of amazing and is testament to the determination of everyone that works here. This multi-million pound project has now started and we have partnered with a leading development agency to deliver best-in-class technologies and systems that will transform the way we operate and sell online. Anyone that knows me won’t be surprised that I want to be the leading nursery retailer in the UK and we are investing heavily in the

We spent almost £2.5m on marketing in 2020 and have budgeted to grow this significantly this year. This obviously has a huge benefit to the brands we stock from an awareness perspective and we’re looking to partner with more brands on exclusive lines moving forward

business to ensure we give ourselves every chance at achieving this. My vision is to become a ‘tech company that sells baby products’ and this project is a huge step forward for us. On the people side, we’ve brought in experienced management in key areas such as purchasing, stock management and operations and will continue to strengthen our team throughout 2021. We’ve also looked at our brand and carried out some detailed market research which highlighted the core values that customers are looking for in a retailer along with the visual look & tone of voice that resonates with them. This is in the final stages and will be rolled out across the business early next year. We spent almost £2.5m on marketing in 2020 and have budgeted to grow this significantly this year. This obviously has a huge benefit to the brands we stock from an awareness perspective and we’re looking to partner with more brands on exclusive lines moving forward. We have strengthened and grown all the brands we have partnered with over the years. We’re also looking at expanding our shop network to grow our

physical presence nationwide. We’re interested in established stores who may be looking to sell but also at setting up new stores in key locations. The last year has been terrible for many people and the news of a vaccine was the lift we all needed. To look at the positives, like many I got to spend more time with my family which was great and something which is always challenging as a business owner. I’ve taken up running again and have spoken to others who have reconnected with a previously lost hobby or started something completely new which they intend to continue doing. And finally, I think we’ve all become a bit closer…albeit physically distanced. Like those who have gone through something as indiscriminate as the pandemic in the past, it has created a common cause leading to displays of courage and community that I’ve not seen before. COVID-19 has affected every walk of life in pretty much every corner of the world and has influenced the way businesses operate and consumers behave forever. As a sector, it’s imperative that we accept this and transition to ensure we continue to flourish in this new world. nursery today

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focus CONSULTANCY SERVICES

New solutions for a New Year! Selling Solutions offer invaluable consultancy services for business growth in 2021. Unprecedented change in the Baby Products markets demands new solutions for your business. Need high-quality support without the cost, we can support you with: ■ ■ ■ ■

Which retailers to approach and what trading terms to offer, Sales estimates and your P&L, The marketing ‘minefield’ and best agencies to work with, Product design & development, factory sourcing and best people to work with.

SELLING SOLUTIONS is based on Director level experience with Brands like Mamas & Papas, LEGO, BeSafe and more recently Bugaboo, Thule, Axkid, Amawrap, ITSY and many more… we can provide a quality, flexible service just when you need it. Contact us and be surprised how quick, easy and affordable it is to expand your team… just when you need it.

To discuss call 07810 541 149, email paul.sirett@gmail.com or visit www.sellingsolutionsuk.com

Which stores?

What Terms?

What Marketing?

We support new brands launching into the Nursery & Toy market. Flexible, aﬀordable advice and action. Just when you need it! Contact us at www.sellingsolutionsuk.com or www.linkedin.com/in/paul-sirett

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What Sales?

Revive and thrive Acorn Business Consultancy: supporting businesses to pivot, revive and then go on to thrive.

Acorn Business Consultancy offers pragmatic, prudent, and hands-on advice for the self-employed, start-ups and SMEs. Collectively, they have over 259 yearsâ&#x20AC;&#x2122; practical know-how to ensure businesses move forward and go on to thrive, no matter where that business sits in the business life-cycle and whatever challenge(s) it may face. Their services are plentiful and cohesive; all parts of the whole work together to provide excellent support in the key functional areas of a business:

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Start-ups (convert your idea into a fledgling business; planting your acorn to grow your mighty oak) Business StrategyÂ (set plans - business and financial - to achieve your goals, to then achieve your vision) Business Development/GrowthÂ (domestically and internationally) Branding (create/refresh logo, website, packaging, social media content template) Website Design & DevelopmentÂ (Designing, developing and building a website that will last, thrive and resonate with your target audience) Digital & Social Media strategyÂ (maximise your online presence) Sales & Marketing (collective 95+ years' experience in marketing & selling products in UK, mainland Europe and USA) Cost Reduction & AnalysisÂ (lean and agile processes to maximise capacity) New Product DevelopmentÂ (identify gaps for new product or services and refresh your range, taking it to new eyes) Product Sourcing (China, Vietnam,Â Bangladesh, India & Mexico; we do the work upfront without payment until we find you your perfect partner) Financial servicesÂ -Â (Company account, payroll, taxation) Human Resources -Â (get the basics right before cracks appear) Business Mentoring & CoachingÂ (helping you to close the gap between your potential and performance)

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Consumer insights:

Image source pexels.com

FANFINDERS

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During pregnancy, 73% said they or their partner bought maternity specific clothing and almost half (47%) would like to see more in the way of ‘mum styles’ online.

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Consumer perspectives The team at FanFinders have been tracking the impact of parenthood during the Covid 19 pandemic.

he past year has been one of continual change, but how exactly does one of the biggest shifts in life – becoming a parent – change consumer perspectives? FanFinders has the answers.

Research in the past has found that becoming a parent fundamentally alters the way you shop, with greater emphasis put on things like safety, value and nutrition, even extending to everyday purchases. At FanFinders, we were keen to delve into this idea further. So, we asked over 5,000 UK parents and parents-to-be about how the arrival – or imminent arrival – of their little one had impacted their attitudes in key consumer areas like health, beauty, travel, motoring and food shopping.

An apple a day

One of more substantial shifts can be seen in views on health, with 73% of respondents saying they are more concerned about their wellbeing since becoming a parent. Over 3/4 currently take vitamins or pro-biotics to aid their health and almost 80% are participating in some form of exercise (including Yoga, Gym, Pilates and Running). Almost 60% of parents and parents to-be also said they are now more comfortable discussing their sexual health, and on the fitness side, over 30% said that they are interested in live Q&As and training classes on Instagram and Facebook – which have naturally grown in popularity during the pandemic.

More mouths to feed

With literally more mouths to feed, another area seeing significant impact is 42

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the weekly food shop. 40% of those surveyed said they are more conscious of food shopping spend since becoming a parent and 15% have to top-up their shop regularly – meaning more trips to the supermarket. While only 6% have changed supermarkets, adaptation is taking place in other aspects of the shopping experience. Nearly a quarter of parents now plan their meals ahead of time and over 10% said they buy completely different foods as a family after having a baby.

Mum-style

When asked about changes to their makeup style and wardrobe choices since becoming a parent, respondents most strongly agreed with the statements: ‘I dress more comfortably’ and ‘I wear less makeup’. That said, in what is a very individual choice, 20% of parents stated that they ‘still try to look and dress the same’ as before pregnancy. As for during pregnancy, 73% said they or their partner bought maternity specific clothing and almost half (47%) would like to see more in the way of ‘mum styles’ online.

thinking about holidaying closer to home, when restrictions allow. Over half (54%) of those surveyed are considering a holiday in Britain when restrictions allow. One outcome of this is parents evaluating their current set of wheels. Over 20% said their current car either isn’t suitable for taking family holidays and over 40% of parents would upgrade their existing car or buy a new one to take a family holiday.

The family wagon

The transforming effect of parenthood on the choice of family motor predates COVID-19 and that trend could be set to continue. In fact, since the arrival of their little one, 53% of respondents have either changed their vehicle to a more ‘family-friendly’ car or are currently in the market for one. ‘Hatchbacks’ and ‘SUV/Crossovers’

lead the way in type of vehicles parents are seeking to purchase for family use, followed by ‘estates’ and ‘4x4s’. Safety concerns and convenience sit at the forefront of decision making here too. 78% would consider adding further safety features to their vehicle since becoming a parent. And, who’s making that final call? Around 90% of respondents in the survey were mums and 87% said they were heavily involved in the decision and purchase of the family car. FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. With over 2.5 million members, our network covers over 80% of the UK baby market. To get the latest insights, visit: fanfinders.com/insights

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. With over 2.5 million members, our network covers over 80% of the UK baby market. To get more insights on Christmas spending and to download our pandemic report, head to: fanfinders.com/insights

Hitting the road

Even with the strong caveat of COVID-19 travel restrictions, over 20% said they have been on more child-friendly holidays since becoming a parent. But, what are the important factors when booking a holiday as a parent? It’s all about convenience and cost, with the likes of ‘location’, ‘deals’, ‘accommodation type’ and ‘having restaurants and amenities close by’ taking precedence. The pandemic also has UK parents

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

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

Total reassurance Spear & Jackson BM1760 Video Baby Monitor, designed for total reassurance day and night. Tested and endorsed by Mother & Baby, the UK’s No1 Pregnancy, Baby and Toddler experts. Key features: ■ Remote-controlled pan, tilt and zoom video camera ■ Night Vision mode ■ Two-way talk ■ Integrated room temperature sensor ■ Soothing lullaby music ■ Five level volume control ■ Outdoor mode extended range of up to 250m ■ Radio frequency operation removes reliance on an internet connection and risk of outsiders accessing the image feed

Additional safety features: ■ ■ ■ ■

low battery alert out of range alert sound level indicator lights light sensor

01142 814242 sales@spear-and-jackson.com www.spear-and-jackson.com/ video-baby-monitor

new!

Baby yoga with Shnuggle Being lightweight and easy to carry, the brand new Shnuggle Baby Yoga Play Mat is extremely portable and hassle free to take anywhere for play time, tummy time, baby massage or baby yoga.

living room, Whether to a socially distanced class, the park or just in the strap leather faux the mat simply rolls up and secures with the stylish bars. handle onto or basket air which can be easily placed in a pushch time, play oor fl for t perfec also is mat With a non-slip back, the be safe in especially when baby starts to crawl and walk – parents can a comfy ers off the knowledge the mat will not slip on hard floors and alternative to the floor. can be The mat is brilliantly resistant to moisture and bacteria and mat is the sure make can they red reassu are s parent so easily cleaned clean and safe for baby. ways and The Shnuggle Baby Yoga Play Mat is available in three colour 2021. for d planne gle Shnug from es is the first in a series of launch Soothe. Bond. Breathe.

orla@shnuggle.co.uk or Kirk@shnuggle.co.uk

Sitting pretty with Vital Baby

Vital Baby have again, extended their range of multi award winning products to include a stylish yet, compact highchair. The NOURISH scoop highchair has been designed to grow with baby to and converts into a handy toddler chair when the time comes. Easy safety sturdy the spaces, of smallest the in clean,fold and store, even harness, adjustable footrest and comfortable curved seat with removable cushion, ensures that baby can eat their meals in maximum comfort and safety. The Vital Baby NOURISH scoop highchair complements the rest of their feeding and weaning ranges, which include bowls, plates, snack pots and cutlery. For more information on Vital Baby products call Philip Doherty or email the below.

01707262200 | sales@vitalgroup.co.uk

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PARENTS INSIGHTS

The Insights People launches Parents Insights into 13 countries Jenny Kieras Chief Operating Officer Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business. Jenny is responsible for the commercial team, coordinating all areas of sales, marketing and account management. Previously, Jenny has worked for brands and with buyers and retailers in this industry, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight.

About Parents Insights Parent Insights has been totally refreshed for 2021 and now surveys parents of children between the ages of 1 and 16 in 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, UK and US). Parents Insights will now survey more than 2,600 parents every week totalling more than 130,000 per year, providing real-time data on the attitudes, behaviour and consumption patterns. Our real-time portal is continually updated to allow our clients to spot the latest trends before their competitors do. For more information on Parents Insights, and to download their Future Forecast report visit www.parentsinsights.com/ futureforecast or call 0330 159 6631.

nursery today

This month, Jenny Kieras talks about the exciting roll out of the enhanced and improved Parents Insights, which now surveys 130,000 parents of children aged between 1 and 16 in 13 countries every year.

he Insights People, global leader in kids, parents and family marketing intelligence, is delighted to announce the launch Parents Insights, which went live on the 1 January 2021. The new service will survey more than 2,600 parents of children aged 1-16 every week, totalling more than 130,000 parents per year. Parents Insights will provide the most comprehensive and dynamic understanding of parents and families attitudes, behaviour and consumption across Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, UK and US. Jenny Kieras, COO of The Insights People comments: “Since launching our original Parents Insights service in the UK in 2018, we have had increased feedback from clients to gain more insights on families and parents of older children not just in the UK, but globally. As a result, over the last few months our expert team of researchers, strategists and developers have been working on this and from the 1 January we started collecting data of parents in all the 13 countries we currently operate in. “In addition to the launch of the

improved survey and reports, our data science team have also added signiﬁcant third-party data to our portal to provide the most dynamic and comprehensive insights into kids, parents and family attitudes, behaviour and consumption. “This means 2021 is shaping up to a very exciting year for our business, but more importantly we are best positioned to help our clients understand the changing landscape and maximise their ROI across their businesses.” To mark the launch of Parents Insights, we have produced our ﬁrst ever Parents Insights Future Forecast

report, which makes 10 predictions for the parents and family sector in 2021. Research and Trends Director at The Insights People, Sarah Riding adds: “Our expert team of researchers have made 10 predictions for 2021, one of the key themes is how brands really need to embrace sustainability into all parts of their operations. The report also predicts how the Covid pandemic has made families reconnect with one another in virtual worlds, and how in many ways’ families are more connected than before - and suggests that maybe brands should be more conscious of the extended family buying power and inﬂuence.”

Other key themes from the Parents Insights Future Forecast Report include: ■ The automation of parenting, with smart devices becoming more and more popular within the household. ■ The growth of the connected family, which has accelerated through social media creating a unique environment for parents and families to interact. ■ To download the full complimentary Parents Insights Future Forecast 2021 report, please visit: www.parentsinsights.com/futureforecast

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

new!

Super cute baby wear

Brand-new into its ever-popular Izzy and Oliver collection, Enesco is proud to announce the addition of a super-cute yet totally practical range of baby wear and accessories.

Joie gives laid back comfort a boost

Meet fortifi, the clever reclining booster that makes the ups and downs of every journey extra comfortable. With four reclining positions, this innovative group 1/2/3/ booster is expertly crafted for first-class comfort during those quick outings and even on those longer road trips. From its snug support to the deep recline, every element of the fortifi has been thoughtfully designed so growing kiddos can relax in style whether they are sitting up to take in the views or leaning back to snooze as they cruise. The fortifi is all set to grow with your pint-sized passenger – as you raise the headrest to any one of its nine positions in order to make room for new growth, the AutoAdjust side wings automatically widen to give them more shoulder space. Easy to use, the headrest and harness adjust simultaneously with just one hand, eliminating the hassle of rethreading and ensuring the correct fit for every kid. The install is effortless – with a colour-coded path to a simple and intuitive buckle up using a three-point seatbelt, the fortifi will have you on the road and ready to roll in a click. When your big kid has outgrown their harness, you can easily stash the straps away in the sleek hidden compartments leaving room for them to buckle up with the seatbelt. There’s no need to mess about with crumbs and spills, thanks to the easy to remove, machine washable cover that snaps on and off in a jiffy for a speedy clean-up. Fortifi is available in stylish Dark Pewter and Coal.

www.uk.joiebaby.com

Including onsies, sleeping bags, hats, bibs, hooded towels, car blankets , booties and tagalong comforters, each piece in the collection is suitable for newborns as well as older babies. Presented featuring jungle friends such as tigers and wonder fully whimsical creatures like unicorns, the collection also includes seasonal trends too, such as reindeers for Christmas and pumpkins for Halloween. With pieces made from polyester and being machine washable, not only does each piece look so adorable, they’re also convenient for mums, dads and other carer-givers to throw into the wash when the inevitable spit ups, little accidents and spillages occur. The new collection are also ideal affordable gifts to welcome a newborn or to mark a first milestone like baby’s first Christmas, as well as a super sweet self-purchase. With high collectability too, customers are able to purchase multiple items from the same animal theme or mix and match the different creatures to create their own ensemble of items from the range.

www.enesco.co.uk

Perfect strolling with Childhome The Childhome wooden stroller is a perfect toy for imaginative play. With its large capacity and easy to grip handle it can be a pram, a shopping trolley, a bus – whatever the child can dream up. The stroller is painted white with 3 neutral colour options and a blackboard front & back so the child can scribble their shopping list, the alphabet, or the destination of their magic space shuttle! The large capacity inside has plenty of room for transporting toys, books or pushing their siblings around at home.

0161 702 5062 sales@cuddleco.co.uk www.cuddleco.co.uk

Baby Goods Wholesale launch new cotbed The Isafe Wendy Cotbed is suitable from birth to approximately the age of six and is available to order now. Featuring a three height mattress base the Wendy Isafe Cotbed can be adjusted as baby grows and includes teething rails plus a superior quality hypoallergenic mattress. This cotbed is easily converted into a junior bed by simply removing both of the cot bed sides and the bottom section of each end creating a stylish toddler bed Made of New Zealand Organic Solid Pine, with a superior quality finish, with non-toxic eco friendly paint and with a smooth finish. Baby Goods Wholesale also offer a comprehensive product range spanning across car seats, prams, strollers and highchairs. Visit their website for full information.

01902 366333 | www.wholesale-baby-goods.co.uk nursery today

BPA

notice board Safety work continues Despite restrictions on travel and meeting in person, British, European and International standardisation has continued apace – and the Baby Products Association’s team has been very much at the forefront of important work to ensure the safety of baby products and the families that use them. Online platforms have provided a vital aide to the continuance and development of a British safety standard for baby boxes; Technical Reports for tricycles (those with

a handle pushed by the parent or carer); and baby slings; plus the finalisation of the international standard for wheeled child conveyances which has just been published. This is available directly from BSI: https://shop.bsigroup. com/ProductDetail?pid=000000000030388058 Baby Products Association members wishing to purchase this document benefit from a 20% discount when ordered via the Association’s website www.b-p-a.org (you will need to login to the membership area).

Brexit The Association has been working with the Department for Business, Energy and Industrial Strategy (BEIS) on clarifying the requirements that Brexit will bring to businesses. Hopefully, membership eBulletins and

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.

What’s happening in 2021 With further ongoing uncertainty about Covid and when the world will be in the position to resume ‘business as usual’ the Baby Products Association will endeavour to keep the industry updated and informed about the position of the UK and international events which it currently supports. These are dates to note (which obviously may change in line with government guidance): 14th to 16th July 2021

CBME

NECC (Shanghai), China www.cbmexpo.com 9th to 11th September 2021

Kind + Jugend

Cologne, Germany www.kindundjugend.com Baby trade shows not supported by the Baby Products Association: 6th to 8th May 2021

CBME

Mumbai, India www.cbmeindia.com 8TH – 11th December 2021

CBME

www.b-p-a.org

Istanbul, Turkey www.cbmeturkey.com

All Baby & Child USA has not yet confirmed dates for 2021 www.theabcshow.com

nursery today

direct communications will have answered many of the questions you have, but if you still have queries we urge members to contact us by calling 0845 456 9570 or mailing julie@b-p-a.org

Sale of essential baby products during lockdown With the announcement of another full lockdown, parents have no option but to return to purchasing essential baby products such as car seats, cots and sleep accessories online raising concerns that they are not receiving important help and advice to ensure the safety of babies. The Baby Products Association has been lobbying for nursery stores to be able to open since the latter part of the first lockdown that commenced in March 2020 and took up the mantel again prior to the introduction of Tier 4 across the South East of England which spread to most of England ahead of the latest lockdown. Additionally, Megan Elliot nursery retailer of Bababoom in Loughton, Essex has started a petition to encourage the government to add nursery retailers to the ‘essential’ services list. She refers to a document released by the department for transport which states that in 2019 2,692 children were killed or seriously injured in a car collision and that 37 out of 47 car seats when stopped and checked by professionals were declared either unfit for use or incorrectly installed. In addition, it is estimated that 230 infants die of SIDS each year; so it is essential that nursery stores stocking legally approved equipment and providing important advice on how to use and fit products to ensure child safety are allowed to continue trading. The petition requires 10,000 signatures for the government to respond to this petition, so if you would like to sign, go to this link: https://petition. parliament.uk/petitions/565378

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Wholesale

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