Nursery Today January 2022 by Lema Publishing

ECO JANUARY 2022 ISSUE 4 VOLUME 25

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contents

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Re g ul a r s

News 6 file Retailer Pro 14 p Talking Sho 30 s ro aby P duct 32 The B n Associatio s New Product 36 pshot a n S r Supplie 38

p16

Barking Mad

Online4Baby

Online4Baby’s Managing Director Christy Foster is reflecting on their achievements during 2021 and how 2022 will shape them further as a business.

Editor Penny Franks penny@lemapublishing.co.uk Christine Contreras christine@lemapublishing.co.uk

Pramland’s John Barker is looking at 2022, their store expansion, new warehouse facility together with the continuing hot topics of price increases and stock issues.

the team Ad Manager

Contributors

p24

Cover Story 12

CuddleCo

Nursery Today’s Cover Star this month is CuddleCo. We had the pleasure to chat with their Manging Director, Marc Kelly to find out how this business will be operating throughout 2022

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Features

Managing Director

16 24 34 41

Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Pregnancy & Maternity Baby Essentials Infant Toys Travelling Baby

Circulation Robert Thomas robert@lemapublishing.co.uk

p34 Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

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IT'S BACK -

The Nursery Today Golf Day INCLUDING THE NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 22ND YEAR OF THE NURSERY TODAY GOLF DAY

To encourage the golﬁng crème de la crème of the nursery industry, Nursery Today introduces The BabyStyle Trophy. To be a winner be a part of a day of golf and essential networking. The team four-ball has always been closely fought and up until now each team member has received a handsome memento of a great day’s golf.

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/ofﬁce for one year as proof of their participation in this wonderful sport. MAKE A DATE IN YOUR DIARY Tuesday 29th June, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

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

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

irstly, Happy New Year to you all – let’s hope we can start to put everything that was experienced as an industry sector during the course of 2020/21 behind us and move forward on a much more positive footing and I trust everyone has had a positive start to the new year. Omicron is however still playing havoc, with staff absences perhaps being the main cause for concern for retailers, manufacturers and suppliers of nursery product, but on the up-side it does appear that we have now passed the peak and this particular strain appears to be no worse than a ‘head cold’ for the vast majority. However, with the rules now reverting back to some form of normal, consumers in our industry will perhaps welcome a return to shopping instore for their nursery goods. While online clearly has its place, you just can’t beat the demonstrations in person on so many nursery products and the advice good nursery retailers can offer. Talking of retailers, this month we had the pleasure to question a number of independent nursery retailers and brands on their thoughts on the year ahead and by all accounts it is sounding extremely positive with many retailers taking a look at their current warehouse facilities , floor space, and websites – for example Pramland’s John Barker tells us over in his article on page 22 that they have taken on a new warehouse facility and have also had a store expansion, while over on our Talking Shop pages, Listers Baby Shop’s Terri Hall is also excited to announce that they have acquired their own warehouse to enable them to hold more stock with the capability of now ‘bulk buying’. The retailers we spoke to all appear to be forward

thinking into 2022, with added focus on their current websites and also a great nod to eco-friendly and sustainable products – this looks like it won’t just be a 2022 trend, but one which will stay into 2023 and beyond. Over on our Retailer Profile, we also had the opportunity to catch up with Baby 2000’s Manager Helen Clarke to find out more on this established independent retailer. Simply turn to page 14 to read more. Nursery Today’s Cover Star this month is CuddleCo and we had the pleasure to chat with their Manging Director, Marc Kelly to find out how this business will be operating throughout 2022. One thing that does become apparent is that innovation and sustainability is at the heart of their business. With their newly launched AR (augmented reality) technology - which was recently launched and implemented into their POS stands - it looks set to be a given that this is also going to play a strong role moving forward for the company. Why not make a brew, settle down and take time to read Marc’s thoughts over on page 12 If you want a quick demo, then simply scan the code on the cover of this month’s issue! This month we also feature a number of product categories. You will find a great selection of products that are available to order now within our Pregnancy and Maternity (page 16), Essentials for Baby (page 24), Infant Toys (page 34) and Baby Travel (page 41) product focus pages. Lastly, for all you golfers out there – we are so pleased to be able to say that our Annual Golf Day will, after a two year absence, finally be returning this year. If you are already a keen golfer, then this is the one for you or perhaps you are looking to take it up

Looking for pregnancy and maternity products? Turn to page 20.

It’s all about substainability and technology at CuddleCo. Nursery Today talks to their Managing Director Marc Kelly about the business moving forward over on page 12. as a new hobby… in which case, why not join the fun of the day – everyone is welcome no matter your level of ability (and of course there’s always the 19th hole to look forward to!). The Nursery Today golf day will be held on the 29th June at Puckrup Hall. As well as the Nursery Today individual Stableford trophy, the BabyStyle four-ball trophy is also up for grabs. This is the only golf day for the nursery trade and has always been a great occasion. Featuring a morning nine hole Texas Scramble followed by lunch and then the afternoon four-ball competition. This is followed by a great barbeque and the presentation of trophies. Contact Malcolm Naish for full details on: malcolm@lemapublilshing.co.uk Here’s to wishing everyone brisk business and a bright 2022.

nursery today

news

Sponsored by

Car Shades add to list of awards

Nottinghamshire-based Car Shades has enjoyed a successful period recently, being accredited for its quality standards and gaining acclaim from consumers of its products.

Adding to their extensive list of accolades, the vehicle sunblind specialists have won Mother & Baby’s 2022 Best Travel Accessory Over £30 and the Gold Award for Project Baby’s Best Travel Accessory. These significant awards also come on the back of the manufacturing business attaining ISO 9001 accreditation within the past couple of months – affiriming the standards of quality behind the product. From a business perspective, attaining ISO 9001 accreditation will help the reputation of the company, allowing it to retain current business and win new business both within the automotive and parenting sectors. Being accredited by the British Assessment Bureau demonstrates a quality and competence level about the business which will give confidence to customers too. Steve Giles, Managing Director at Car Shades, commented: “We’re absolutely delighted to receive recognition in an ever-competitive industry. At Car Shades we strive to achieve a high standard in every element of our business model, from manufacturing to fast deliveries and customer care. Winning these awards strengthens our position and we’re proud to receive them. The ISO 9001 accreditation is testament to the hard work of our team who are committed to manufacturing a consistent high quality product for our customers to enjoy.”

www.carshades.co.uk

Spielwarenmesse

2022 Cancelled

Despite strong industry support, due to the ongoing challenges presented by Omicron the organisers of Spielwarenmesse have decided to cancel this years event.

In an email to exhibitors from the organisers it was explained that in Bavaria trade fairs are threatened with an immediate ban where the 7 day incidence exceeds 1,000. With rates in other European countries already showing significantly higher values, the risk to the event was too great.

www.spielwarenmesse.com

Elvie reveals new pricing

strategy for Curve and Catch FemTech leader Elvie has announced new pricing for its top selling Curve and Catch breastfeeding products., following another successful year in the nursery sector.

The Elvie Curve is a wearable, silicone breast pump that uses natural suction to enable comfortable, hands-free expression. The Curve is used to gently express milk whenever your breasts feel full or when you let-down while you’re feeding or pumping on your other breast. Fitting to the curve of your breast and worn in-bra, you can express milk with next to no effort while leaving your hands and body free to move. Previously £49.99, the RRP will move to £34.99 from February. The Elvie Catch is a set of two milk collection cups with slip-proof security to help keep you leak-free. Even if you experience heavy leakage, you can be confident that Elvie Catch will collect every drop of milk discreetly inside your bra. Previously priced at £29.99, the new RRP will move to £19.99, also from February. The Elvie range, which is set to expand further in 2022, is distributed in the UK by bébélephant – www.bebelephant.com | 020 8202 1467 10

nursery today

LFC and Joie announce World Children’s Day competition winner

The winner of the LFC Foundation and Joie’s World Children’s Day competition with the lucky recipient receiving an unforgettable day at Anfield.

Charlotte Mutch, 8, created the winning design for Joie’s matchday perimeter board. Her artwork was installed at the Liverpool FC men’s fixture against Aston Villa and the Liverpool FC Women’s fixture against Charlton. The day before the Aston Villa match, Charlotte visited Anfield, to see her winning design proudly displayed around the pitch, where she had her photograph taken and met club mascot Mighty Red. Winning the competition, Charlotte also bagged herself tickets to both games where she was able to see her winning design in action. Local children from 13 schools in Liverpool were tasked with redesigning Joie’s perimeter board. Focusing on LFC and Joie’s shared value of family, each of the designs celebrated togetherness and what family means to them. Matt Parish, Chief Executive, LFC Foundation, said: “We’d like to thank all the children who entered their designs into this competition – there were some really great entries, but of course we could only pick one. The reason we selected Charlotte’s was because it was lovely and colourful, it created lots of excitement and really represented what you feel when you think of Joie and the value of family.” David Welsh, Managing Director of Joie, said: “What a fantastic competition to be part of and to get to see some of the excellent creations these local children were able to produce. There were some fabulous pieces to choose from, however Charlotte’s piece really caught our eye as it was fun and creative. We could see that the artist had really captured the family theme we were looking for. Well done, Charlotte!”

www.joiebaby.com

people Chiara Marin Chiara Chinelli

Laura Aldridge

Giulia Toselli

Mitch Levene

Tackling 2022 together This month, Mitch Levene, Managing Director at Artsana UK & Ireland, introduces the Artsana marketing team and looks at what is to come in 2022.

ast year, our core value here at Artsana has been to work with our customers to embrace uncertainty together and looking back at the past 12 months I’m pleased to say we certainly achieved this. From the launch of our game-changing Next2Me Forever, to getting out to see our customers at shows like Harrogate, this year we have built stronger relationships than ever despite the challenges we have faced. In order to deliver this first-class service to both our retailers and customers, it was crucial that we had a strong team in place and last year, we made a series of exciting appointments within our marketing department that made our successes of 2021 possible. Giulia Toselli, Head of Marketing – Returning to a marketing role, Giulia has been with Artsana for 15 years and knows the nursery market inside-out, leading our marketing team with insights and fresh new strategies to expand our presence even further. Laura Aldridge, Product Manager for Indoor Juvenile and Boppy – A key member of the Artsana family for over 4 years, Laura joins the marketing team from her previous position within the company as Consumer Services Executive, bringing her outstanding product and market knowledge to the team. Chiara Marin, Product Manager for Outdoor Juvenile, Toys and RECARO – The most recent addition to the team, Chiara joins from Web Marketing where she has 4 years’ experience. Chiara will be responsible for growing the presence of RECARO as we re-introduce the renowned brand within the car seat and travel system market having acquired the distribution rights for the UK. Chiara Chinelli, Digital Marketing Manager – Within Artsana UK, our promise is to always be in-line with where consumers shop and how to approach them. Since Graduating from University, Chiara’s passion is Digital Marketing. Chiara takes on the

responsibility for all of our online activity, including our growing social media channels. This well-rounded marketing team will play an important role as we move into 2022, with a number of exciting new product launches coming in the months ahead, including the Next2Me Pop Up, which will provide retailers with unique propositions and customers with more choice than ever before. Furthermore, in 2022 we look to expand our online presence even further.

This well-rounded marketing team will play an important role as we move into 2022, with a number of exciting new product launches coming in the months ahead. Social media has become an integral part of our business today, providing us with a platform to connect with our customers and understand their needs to develop innovative solutions. Additionally, social media has given us the opportunity to support retailers with our Play & Pay strategy, rewarding those that have a strong product presence and gold standard in-store and online activation with promotion on our social media channels. Following the Christmas break, the whole Artsana team has returned with excitement and anticipation for the year ahead and we hope that our retailers are just as excited as we are for what is to come over the next 12 months as we continue to work together and cultivate relationships even further.

www.chicco.co.uk nursery today

Cover Story CuddleCo

Clara Sleigh 3 piece nursery furniture set

CuddleCo demonstrates

continued growth Nursery Today’s Cover Star this month is CuddleCo. We had the pleasure to chat with their Manging Director, Marc Kelly to find out how this business will be operating throughout 2022 and how innovation and sustainability is at the heart of the company It’s the start of a New Year, how will you be driving the business forward over the course of the next 12 months? Launching new products and ranges over 2022 is key for us to continue to grow but being able to get these all on the shop floor is a challenge as in the most part, we sell big and bulky nursery furniture. Building rubber walls for your stores. Giving customers the ability to shop our full range in your store using virtual floor space (AR-Augmented Reality) means size no longer matters. We understand that space is at a premium instore regardless of how much floorspace you have. The AR tech allows you to deliver a new customer experience direct from your shop floor on

Illustrating AR technology with Torsten 12

nursery today

Giving retailers and customers the ability to shop our full range in a virtual space using Augmented Reality (AR) means no matter what size of space you have you’ll be able to sell any of the CuddleCo furniture ranges with this innovative tech. Try it for yourself by scanning the front cover.

your mobile phone or tablet. If they are pondering over style, colour, size, then just click the link and view it immediately in front of you. Alternatively, customers can try it at home. Try it for yourself by scanning the QR code on the front cover. I love it!

What NPD do you have coming in 2022? We have just recently launched our Luna 2 & 3 piece furniture sets which has stylish oak detailing. In addition, we have also recently launched our Clara Sleigh cot bed, which complements our best-selling Clara range. There is a lot more that we have in the pipeline for CuddleCo which includes new brands, new furniture, new accessories and more options of some of our core lines, all in all we will have approximately 130 new lines that will be delivered and showcased before Harrogate 2022!

You’ve mentioned innovation, how will this play a role in your strategy for 2022? As well as “operation AR/rubber walls” we’re simultaneously working on improving our sales order process as well as automating our warehouse and back-office management systems. Paracetamol and Ibuprofen are firmly on hand for this one! Dropship and timed deliveries are a huge part of our logistics process, the new automation will allow us to offer an even quicker and more flexible/timed logistics service for all our

products, hopefully resulting in happier customers! On the tech side, we have built a new XML data feed which houses all of our product information including images, descriptions, inventory and stock status to help save you hundreds of hours in manually listing individual products, Let’s be honest, it’s our jobs to make it as easy as possible to get our products from our warehouse direct to your shop floor or to your customers home as quickly as possible, allowing you to focus more on the customer and getting cash in the till.

You launched your augmented reality POS stands in 2021, do you see this being further enhanced and play a role in other aspects of how you communicate your message to the consumer? Absolutely, we will look to add a fresh look to the AR totems come the summer and if you want a totem before then, contact your Sales Rep. It’s been great to see the uptake of our AR technology, it has already been used thousands of times up and down the country and from our data it looks to vastly improve conversion rates.

So you seem like a busy bunch, what role do people have in this tech focused world at CuddleCo? Over 2021 our teams have expanded considerably including 4 new people in

Luna 3 piece nursery furniture set our sales team, whom hopefully you all know. Chris Armstrong our Sales Director is supported by two Sales Managers, Jayne Brown and Gill Sharratt who are in turn supported by Charlotte our Sales Admin. Amber Lewis joined the sales team in 2017 and manages our national accounts. We have also created a new in-house Marketing team headed up by “Dickie”, which he likes to be affectionately known as. Dickie is in turn supported by Zara who looks after our organic & content channels, Cai, who is also our resident

CuddleCo’s user generated content England box lacrosse athlete, manages paid media and Sophie manages eCommerce platforms. Our newest recruit will be Charlie Jackson who joins CuddleCo in February as Creative Director. Charlie will be responsible for our brands vision and identity across all of our touch points and will be helping our retailers sell our ranges. Charlie joins from a top tier agency The&Partnership whose clients include many FTSE100 companies including TalkTalk, Toyota, Argos, The Princes Trust and Mars. Technology helps our business, but I truly believe it is the people that sit behind that technology which will deliver on your and our ambition of helping consumers create the nursery of their dreams.

Has using technology enabled you to convey your messages to the consumer in a more structured and easier to digest way? Yes is the only answer. The vast majority of new parents are digital natives and as an

industry we have a way to go to catch up. Embracing technology can be expensive and risky, but we believe it is something we have to embrace to ensure we can thrive in the battle for attention. We have already seen success of this with the use of our in store PoS totems.

What about social media platforms, are these also a pivotal to your business strategy? Undeniably. Think about how you spend your time – most of us spend hours on social media platforms. Ensuring we have meaningful and relevant dialog with customers is key, but there are challenges around being relevant at the right time – not everyone wants to be sold to. Social presents challenges for us all in the amount of information and communication we need to produce, including content that is fit for the platform and feels sincere to our consumers. Our key focus for social over the next year is building our engaged community and having meaningful dialog with consumers and them with each other.

Moving away from the digital landscape let’s talk sustainability, which is an extremely hot topic at present. What are you currently looking at and aiming to achieve when we look at this subject and your own company carbon footprint? We recently won the BANTA Award at Harrogate Nursery International Fair for our Troll Lukas range based on its eco credentials. Not only the Lukas, but the whole Troll range boasts sustainable eco packaging and is manufactured using solid birch woods, finished to a high standard with water based paints. Other ways we work to reduce our environmental impact is by making sure that our nursery furniture has a long lifespan, the dressers and wardrobes can be used up to adulthood so our customers know their investment will last them. All of our furniture is fully tested to BS8509 and FIRA standards. CuddleCo furniture ranges are made in Europe so there is no risk of tropical hardwoods being used. The timber is from sustainable forests so the trees are replanted according to the forest nursery today

Whether you have stocked in lines or work with us on a dropship basis, we are continuing to invest heavily in technology over the course of 2022 to give our retailers the ability to focus more on the customer.

Award winning Lukas range management. There is also less transportation emissions as the distance is shorter than sea freight from the far east which has a large carbon footprint. We all have to be conscious and look to reduce our carbon footprint. To do this we all have to innovate and embrace new and emerging technologies to continue to deliver exceptional quality products by reducing our impact on our environment. Big dreams shouldn’t cost the Earth.

Marc Kelly, Managing Director of CuddleCo

retail

BABY 2000

Service with a smile This month Nursery Today caught up with Baby 2000’s Manager Helen Clarke to find out more on this established independent retailer. you tell us a little about Portsmouth Baby 2000 – what was the inspiration behind opening the store? Baby 2000 is one of the longest established nursery retailers in the country located in Portsmouth, Hampshire. We are a totally customer service based company and although we accept price is important our priority is to make sure we give our customers a first-class shopping experience. This ensures that our customers can feel not only confident when shopping with us but also in recommending us too.

What type of floorspace do you operate within and how do you manage this? We have seven showrooms over two floors and outside three private undercover car parking bays. In-store, along with nursery furniture and toys, we offer over 150 different travel system options from top manufacturers, including some exclusive brands.

2021 was such a turbulent year, Covid to one side, what would you say was your largest challenge? Our largest challenge was to ensure we continued to provide a high level of service whilst ensuring a safe store environment for both our customers and staff.

And of course, what was your highest achievement? The launch of our brand new Baby-2000 website. 14

nursery today

What are your hopes for the year ahead? That our business continues to grow and that general manufacturers supply issues improve.

Have you experienced a difference in the way your customers shopping behaviour and buying patterns? During lockdown we provided a click and collect service for our local customers as well as continuing to ship both country and worldwide. We have generally found our website, Amazon and eBay sales have increased but our store still remains very busy. We currently operate a “by appointment only system” in store to avoid overcrowding. This means we are able to provide our customers and staff with a safe shopping environment.

You have a strong website – how important has this been to the business?

Sustainability and our carbon footprint are extremely important to us, we are always looking for products that are produced with this in mind.

you feel gives you the highest rate of engagement with existing or potential customers? We are extremely active on social media, in particular Facebook and Instagram.

As we work in such an emotive industry, how important is customer service to you? Providing outstanding customer service is what our business is built on and we expect the same level of service and support from our suppliers

When we look at product, do you feel we have sufficient innovation and new product launches? I feel that there is always a need for new products, the manufacturers and suppliers we work with are at the forefront of their field.

Our website is vital to our business as we sell not only countrywide but on select items worldwide.

What have you seen lately that you feel has the greatest level of newness and innovation?

Do you currently offer the same products online that you have instore?

We have been privileged to have been given a sneak peek of some fab new products launching soon but currently these are under embargo.

We offer a broad selection of what we carry in store on our website but both also offer exclusive deals.

What about social media, are you active on a platform that

Do you have a particular product or category that is performing exceptionally well for you at present? Car Seats and Travel systems are always very strong for us

safety and travel systems.

You are ISOH accredited – how important is this to the business? I believe when a store is selling and fitting car seats it is vital that staff are qualified and trained to do so. This includes being regularly updated on new products and any changes.

Sustainability and carbon footprint is a hot topic at present – is this something you focus on in the business and look for when seeking products?

How do you keep abreast of new products and consumer trends?

I think this depends a lot on what the popular influencers are promoting during the year.

We do a tremendous amount of market research and are constantly looking worldwide for information on the latest innovations

You stock a great variety of nursery products, do you have a particular area where you feel you are a specialist retailer?

Do you think 2022 will see any new trends emerging?

We are passionate about in-car seat

Sustainability and our carbon footprint are extremely important to us, we are always looking for products that are produced with this in mind. Fabrics that are made out of plastic bottles from certain companies like ABC Designs and Joolz are certainly the way forward.

Do you feel supported by your suppliers, or is there anything further they can do to assist you? Whilst we understand that it has been a difficult time for our suppliers, in regards to delays in their expected shipments, some have been more active in trying to assist with customer fulfilments than others. At the end of the day we all want the same thing, which is happy customers.

Finally, do you have any exciting news on the horizon that you would like to share with Nursery Today readers? We are very excited about our new exclusive 2022 ranges due in store soon and also our store upgrades.

Are your customers also looking for and researching eco-friendly products? It is still a low percentage of customers that avidly seek eco-friendly products but as a company we always point out any eco-friendly features when demonstrating.

nursery today

Feature PREGNANCY & MATERNITY

Picture courtesy of: Dreamgenii

Bump to birth For mums to be, products that assist during the pregnancy and maternity stages continue to show signs of growth.

From as early as three months a woman’s body will start to change and as her bump grows, she will actively seek products that assist in a number of ways – whether that be a good support pillow to aid comfort or skincare products that assist with a number of ailments during pregnancy – these items, as they are purchased prior to baby’s arrival, are a great footfall generator to engage customers with your store. If you are looking for products to assist mums during the pregnancy or maternity stages we shine the light on products that are available now to assist.

Sleeping support solution During pregnancy a woman’s body undergoes many changes which can cause problems during sleep, it can be extremely difficult to get comfortable with a growing baby 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.

www.cuddleco.co.uk

Coffee Break Lisa Craven UK Marketing Manager, Lansinoh How important are products that assist during pregnancy? Preparation during pregnancy is key as a recent survey highlighted that 75% of new mums say they were not prepared for the physical pain and recovery in the Fourth Trimester. Last year, Lansinoh launched an Organic Birth Preparation Oil as part of its Birth Preparation & Recovery range, which is designed to be used 3-4 times per week from 34 weeks pregnant, to help nourish the perineum and facilitate perineal massage. Perineal massage in turn promotes skin elasticity which helps reduce tearing and trauma during birth.

Does social media play an important role when expectant mums are looking at products?

Absolutely, we know that mums turn to reviews and advice when looking for brands and products they can trust, more so over the past couple of years when face-to-face interaction has not been as accessible. We make sure to share a large portion of usergenerated content on our channels to showcase how our products are working for real mums.

What about post-birth, do you feel there are any products that are currently trending with regard to this? Our Birth Preparation & Recovery range was 16

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launched to support mums whilst they’re preparing for birth and support them in their recovery journey to allow them to comfortably enjoy their time with their new baby. Our award winning Post-Birth Wash Bottle and Cold and Warm Relief Pads are both designed to help aid in perineal recovery after giving birth. These have been popular with new mums in the early stages of post-birth, providing soothing relief and allowing mums to focus on the excitement of their new-born.

Are expectant mums brand focussed at either of these stages? When both mum and baby’s health is involved, it’s important for mums to use a brand they feel they can trust. At Lansinoh, we’ve been helping mums on their breastfeeding journeys for nearly 40 years and we’re very proud our business has this strong heritage – the reputation of the brand really speaks for itself. We’re now seeing a second generation of mums using Lansinoh, as recommended by their own mums.

Do products that carry a level of endorsement perform better within these categories? We’d like to think that a level of endorsement helps; our products are tried and tested by mums and many have won awards based on real user testing. This gives mums an extra layer of certainty when buying products for their motherhood journey, knowing that a product has won a third-party endorsement.

Birth Preparation and Recovery from

Lansinoh

Lansinoh’s new Birth Preparation & Recovery range help to support new mums during postnatal recovery.

This new range is an essential collection of products, which can be used as a four-step routine to help mums avoid the discomfort that comes during and after birth. The Birth Preparation & Recovery range includes an Organic Pre-Birth Preparation Oil, Post-Birth Wash Bottle, Organic Post-Birth Relief Spray, and a Cold and Warm Post-Birth Relief Pad.

www.lansinoh.co.uk

B:+,7( 17 $GYHUW [ PP SGI

Discover our range of parent-tested, Mother & Baby award-winning products Lansinoh® helps women thrive as they become new mothers, supporting them through their pregnancy, post-pregnancy and breastfeeding experiences. Founded by a breastfeeding mum, Lansinoh® has been dedicated to supporting new mums for nearly 40 years.

Perineal trauma occurs in around 85% of all vaginal births, in the form of a tear or an episiotomy.* Use the Post-Birth Wash Bottle to gently wash the sensitive perineal area and soothe post-birth discomfort with a cleansing stream of water. A hospital bag must-have!

Our Organic ganic Nipple Balm is a plant-based remedy which has been crafted to care for tender nipples and dry skin. Made with 7 organic ingredients to help moisturise and soothe skin, our silky smooth formula is easy to apply and gentle on sensitive skin.

Lansinoh's noh's multi-award winning HPA® Lanolin nipple cream provides relief to sore and cracked nipples by aiding moist wound healing (avoiding the formation of scabs or crusts). Composed of an ultra-purified grade of lanolin, the cream is ethically sourced and 100% natural without any preservatives or additives.

nsinoh’s 2-in-1 Double Electric Breast Pump Lansinoh’s is the very best option for mothers who want comfort, flexibility and efficiency when it comes to expressing their breast milk. The lightweight design can be used as a single or double pump and can either be plugged into the electrical mains or with batteries if you need to express away from home.

* Bourdillon, K., McCausland, T., Jones, S. (2020) The impact of birth-related injury and pain on breastfeeding outcomes. British Journal of Midwifery. Vol 28:1.

For more information, please visit lansinoh.co.uk/contact-us & select 'trade enquiry’

@lansinohfamily

Feature PREGNANCY & MATERNITY

Cooling relief

post birth

The Organic Post-Birth Relief Spray is formulated with a unique blend of herbal ingredients to cool and calm the perineal area after childbirth.

It has been clinically tested to help soothe and relieve discomfort during post-birth recovery. It has also been Gynecologically tested to be suitable and kind for sensitive skin. The 360° sprayer allows gentle and easy hands-free application from any angle, enabling mums to reach areas of discomfort more easily.

www.lansinoh.co.uk

Versatility and

comfort

Discomfort at night is a number one complaint by pregnant mums and Little Chick London’s award-winning 4-in-1 Support Pillow offers an effective solution to aid restful sleep. Designed to contour the shape of the body, the maternity pillow gently supports the tummy and hips whilst sleeping on the side. The original super soft 100 percent bamboo cover is naturally antimicrobial and moisture absorbent; and the breathable design allows air flow to help aid temperature control. It can also be used for breastfeeding support and baby ‘tummytime’. Also available with pretty printed 100% soft cotton covers including Savannah Elephant and new RainDrop. Removable covers are washable at 40˚c Contact Rachelle Harel on the below for more information.

Email: hello@littlechick.london

Introducing Fraupow - The Affordable

Hands-Free Breast Pump The Fraupow Breast Pump is taking on the giants of the industry with its competitive features and affordable price point. Fraupow is a hands-free, wireless breast pump. Designed to be worn inside the bra, it allows busy mums to pump milk whilst getting on with all the other stuff they need to do. Lighter than the leading alternative it weighs in at just 218g, and it also holds 180ml of milk - 30ml more than the competition, meaning that mums can pump greater quantities without having to stop to empty the milk chamber or change bottles. Despite matching the competition feature by feature, the Fraupow Pump is affordably priced, saving over £150 compared to the cost of similar competitor products. Female founder Sunita Boyes is passionate about creating genuinely useful solutions to the problems parents face, in order that they can focus on enjoying and living life with their baby. Her ambition upon starting Fraupow was to create a product that would support other women and be accessible to every milking mum.

sunita@fraupow.com www.fraupow.com

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NEW covers for 2022

The go to Pregnancy Support and Feeding Pillow Supporting the back, bump and knees, the unique shape of the Dreamgenii® Pregnancy Support and Feeding Pillow encourages mumto-be to sleep on her left side - now with snuggly soft jersey covers!

Patented pillow recommended by UK Midwifes

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

Digital and traditional marketing support for retailers

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

Feature PREGNANCY & MATERNITY

Dreamgenii Provides Calming relief the natural way Certified USDA organic Nipple Balm from Lansinoh.

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 to help maintain soft and healthy skin. With no smell or taste, it doesn’t interfere with breastfeeding. 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.

www.lansinoh.co.uk

Even More Comfort and Style UK-made, multi award-winning pregnancy pillow presents three new super-soft jersey covers.

Firmly established as one of the UK’s leading pregnancy positioning pillows with retailers and consumers alike, dreamgenii introduces three new contemporary colourways; now available in an extremely soft and comfortable 100% Jersey cotton. With a 16-year heritage, the UK-made dreamgenii is currently the only patented pregnancy positioning pillow that’s recommended by UK Midwives. Its unique, patented design is specifically shaped to encourage left lateral sleeping (the optimal foetal position), to support the health of both mum-to-be and baby. The snuggly and cosy feel of the jersey fabric covers offer pregnant mamas even more comfort. With a stylish, fresh and modern colour palette, which will suit all bedroom décors, choose from peaceful and calming White, Grey Marl and Beige Marl. Supported with on-going comprehensive marketing, social media and PR activity, dreamgenii demonstrates increasing popularity and growing international presence.

Tel: 01538399541 Email: retailsales@centralmedical.co.uk

Coffee Break Nursery Today had the pleasure to chat with Fraupow’s Founder Sunita Boyes taking a look at pregnancy & maternity. How important are products that assist during pregnancy?

Pre-birth

preparation Natural helping hand from Lansinoh.

This Organic Pre-Birth Preparation Oil nourishes and conditions the external skin of the perineum and facilitates perineal massage, which promotes skin elasticity to allow more stretch at birth. The oil can be used 3-4 times per week from 34 weeks pregnant. The unique blend of 100% natural and organic ingredients helps to moisturise the skin and is enriched with a nourishing blend of organic jojoba, sweet almond, and apricot kernel oils.

www.lansinoh.co.uk 20

nursery today

A woman’s body goes through so many physiological changes during pregnancy, it can be exhausting, painful and just plain weird. Although women are totally capable of going through this as nature intended, without help from products, if modern technology can make her more comfortable why wouldn’t she take advantage of that? The right products can support her to be happier, healthier and able to carry on living the way she wants to.

Does social media play an important role when expectant mums are looking at products? Social media plays an ever greater role in an expectant mums research and purchase journey. Especially given the restrictions of the past couple of years, mums look to social media to find people they can connect with, who are going through the same things they are, and facing the same challenges. Naturally, this leads to convincing recommendation of tried and trusted products within digital peer groups.

What about post-birth, do you feel there are any products that are currently trending with regard to this? Since first appearing on the market a few years ago hands-free breast electric breast pumps have moved to the top of many busy breastfeeding mum’s wish list. The category has been dominated by the early key players such as Elvie, but now more affordable contenders such as Fraupow are entering the arena with comparable features at a price point that makes wireless breast pumps accessible to a much wider audience of mums.

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nursery matters JOHN BARKER

Barking Mad This month Pramland’s John Barker is looking at 2022 which brings with it a store expansion and new warehouse facility for Pramland and of course the continuing hot topics of prices increases and stock issues.

elcome to 2022 everyone! I hope you’ve all had a nice Christmas and are fully rested and ready for another 12 months of pricing issues, stock shortages and customers generally trying to wind us all up? If you’re not. . . .UNLUCKY! You’re on the plane now, next stop Christmas 2022 – enjoy the ride! December for us seemed to have matched every other December that has come before it, a mad rush at the start of the month then a sudden realisation that it’s Christmas and the pram order will just have to wait until next month. December gives us all a little breathing space before the madness that is January. This month I want to look at 2022 and what I think the big issues we’ll face will be. 2022 for me will be a little crazy as we start our store expansion. Working with trades people is never easy but trying to work with, and to organise multiple trades men from multiple firms, is like trying to juggle eels. I’m sure everything will come to together and fingers crossed we are not impacted too heavily by any shortages of materials, etc. We recently

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took a new warehouse on and the logistics involved in moving from one warehouse to another is mind blowing. The result is that for the transitional period you end up with zero clue where any of your stock is, when a customer calls to arrange collection it’s a frantic rush to locate items you know you have but have no idea where they are hiding. Oh well, the warehouse move will soon be completed and we can start to get some semblance of order back in to the operation. The reason for the new warehouse? Two fold really, not only have we decided to turn 70% of our current warehouse in to shop floor (That’s a fairly good reason on its own) but due to on-going stock issues with the majority of our brands we are holding more and more stock in store, sold stock is coming sooner and we are now months ahead of where we’d normally be. This is something you will all no doubt be experiencing and you’ll all know too well the issues that arise from it. Not only does it require a warehouse the size of a friendly time lords tardis but it also has an adverse effect upon the business cash flow as

john@pramland.co.uk Wit hout a sha dow of a doubt the goo d old favourite top ic of pri ces will raise its ugly hea d aga in. After a hug e wave of pri ces increases acro ss many of our shop floo rs, brands have been tell ing me tha t shippin g costs are startin g to leve l. It’s safe to say they’ll never retu rn to pre -pande mic leve ls but at least it app ear s we’ ve seen the wo rst of these unp rece dented cha rges money gets turned into boxes at an alarming rate. Whatever you do don’t make my mistake and actually start to add up how much you’re sat on in the warehouse. It will both scare and upset you in equal measure. Every time you are forced to walk past that huge pile of car seats or strollers just tell yourself that it’s paid for and when you do sell

it, which won’t be long, you’ll be a happy chappy or chappette. So other than stock holdings increasing what else can I see us all discussing this year? Without a shadow of a doubt the good old favourite topic of prices will raise its ugly head again. After a huge wave of prices increases across many of our shop floors, brands

With the new pri ce lists many brands have taken it as an opp ortunity to iss ue new tra din g terms and these have been met wit h a mixture of pra ise and crit icis m. Fro m my point of vie w, for wh at it’s wo rth I look at these changes in terms in the context of thi s bus ines s and not tha t of the industry.

something that again, you as an have been telling me that shipping individual will choose to either ignore costs are starting to level. It’s safe to or let dictate your business. I changed say they’ll never return to premy opinion on pricing a few years ago. pandemic levels but at least it appears I have zero idea why, as an industry we we’ve seen the worst of these have to discount. We are after all unprecedented charges. With the new price lists many brands have taken it as selling a product the customer needs to buy, not wants to buy. We are firmly an opportunity to issue new trading terms and these have been met with a in the driving seat, to discount is to give money away for nothing. mixture of praise and criticism. From However, in saying this I don’t actively my point of view, for what it’s worth I seek price matching nor do we chase look at these changes in terms in the context of this business and not that of prices. We have a level of business hitting my order book every week that the industry. I can sit and debate how I’m happy with. Yes, I could probably the independents will react and how sell more but we’ll earn less from it, that will affect a given brand in the why would I choose to be a busy fool? long term but in reality how do the If the customer wants to hunt out a new T&C’s affect me. Can I afford to cheaper price I’ll have a look at it and continue selling their items? Will I earn Having studied the economy and a margin that warrants the display they make my mind up if I want to sell it at read reports from many of the retail that price. In all honesty I would say have? If I choose to walk away from a sectors biggest brands 2022 is set to that I saw less pricing issues in 2021 particular brand how will that affect than I have ever seen in previous years. be a strange year for retail. Indications this store? Do I have a suitable show that consumers are heading Many of you will no doubt disagree alternative or do I need to seek a new back to the high streets in numbers with me on that but hand on heart it’s brand to work with? These are not seen for years but I am concerned not something that A) I let bother me question only you can answer and that there are a number of businesses and B) I’ll let affect the day to day although venting on Facebook helps that are unstable but being held afloat running of the business. You certainly us feel a little better the fact remains by increased borrowing during the won’t find me actively searching for that the decision made affects your pandemic. As 2022 turns to 2023 I can prices cheaper than they should be. business and yours alone. see a different landscape for the Of course pricing will continue to be You could say I’m happy to be nursery industry and it pains me to say oblivious (or2that’s what my wife says a hot potato (I really want to insert a DL B17B-XO\B B [ PPB7UROO SGI but we may lose a few stores this year anyway). Lord Of The Rings gag in here) and

as businesses come to terms with the effects of the last 2 years. Fingers crossed we’ll all survive and thrive in 2022. Just keep one thing in your head when you get your year end completed - we’d all love an increase in turnover and profit but the last 2 years have been more about surviving, static figures or even a small decrease are something you should still be very proud of. For any business to weather the storm of 2020 and 2021 is a remarkable achievement and you deserve a massive pat on the back!

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Spotlight BABY ESSENTIALS

Making a splash at

bathtime!

With new fashion colours across all their bath products, plus the cute new Happy Seal Bath and Room Thermometer, Angelcare are making a splash.

Angelcare’s ever-popular Mini Bath Support, Bath Support and Bath Seat are now available in three soft, cute colours that mirror baby trends. Their secure designs hold baby comfortably in quickly warming material while parents are free to wash and play. Simple to use directly in the bath and smart, hygienic and mould resistant, fashion and safety-conscious mums will love them. Adding safety and fun to bathtime, their Happy Seal Bath Thermometer provides hot and cold warnings in a friendly way making safe bathing a breeze. Its clever design is also a bath time toy, meeting all relevant standards. Just activate with a shake and add to the bath for good, clean - and safe, fun!

Tel: 01785 503 305 Email: Lara@hardenbergco.co.uk www.angelcarebaby.com

This month we shine the spotlight on baby essentials and highlight a number of great products that are all available to order now.

And so to bed The experts at Purflo have put their 25 years of experience in breathable technology and sleep science into the PurAir Breathable Crib, set to launch this Spring.

The next generation sleep space - it’s like a moses basket but breathable, like a crib but moveable, introducing the PurAir Breathable Crib from Purflow. With airflow mesh sides and a comfortable, firm, flat mattress the PurAir Breathable Crib has been developed with safer sleep guidelines in mind, to create the optimal sleep space for babies from newborn - six months. Parents will be able to make eye contact and see every sleepy little yawn as they check on them when they wake, and when they sleep they can be right by the bedside in their own safe space. 24

nursery today

www.purflo.com

Ergobaby makes carrying baby a dream Unparalleled softness and a streamlined design in a carrier that does it all - the new Omni Dream and Omni Breeze baby carriers have joined the Ergobaby Omni family.

Like all carriers in the Omni range, they are ergonomic, comfortable, and easy to use; and as they are suitable from birth to toddlerhood (7lbs-45lbs / 3.2kg-20kg) and offer all four carry positions an Omni is the only carrier parents will ever need. Ergonomic for both parent and baby, they also come with the brand’s ErgoPromise lifetime guarantee and a multitude of handy features that make parents’ lives easier. For more information, please contact your account manager or service@ergobaby.co.uk.

www.ergobaby.co.uk

Perfection in action.

finiti™ 4in1 pushchair Growth potential meets go potential with this driver of your dreams is perfection in action with tons of ways to use and fun ways to fold.

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

Spotlight BABY ESSENTIALS

Side by side

closeness

The roomie glide gives that side-by-side closeness without the worry of whether baby is snoozing safely.

Naptime must have

With its lightweight aluminium frame roomie glide features a simple to use sliding side panel that lifts and lowers easily with just one hand, assisting with those midnight wake up calls smoothly. Soothing 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 glide incline helping little one to comfortably digest their bedtime snack.

www.joiebaby.com Email: uksales@joiebaby.com

The Serina 2in1 master multi-tasker from Joie boasts a lift off seat that doubles as a portable rocker for convenient use in any space.

The dual motion seat swings front to back or side to side with a simple twist, while the wheels and integrated handle make moving from room to room a breeze. With five classical lullabies and five nature sounds that pair with vibration and 3-position recline to soothe little one to sleep, this really is a naptime must have.

www.joiebaby.com Email: uksales@joiebaby.com

Smart thermometer

If baby is unwell and feverish, taking their temperature regularly can be tricky without causing additional irritation or upset.

Features plus function The award-winning designed bedside crib for newborn babies shows both a modern and contemporary design and features practical functionality so ticks all boxes.

A stylish wood effect finish frame and soft dove grey fabrics ensure the Nebula will look fabulous in any home setting. Drop side features enable bedside sleeping which not only helps develop a strong bond with baby but allows peace of mind knowing your baby is safely next to you.

Email: sales@redkitebaby.com Web: www.redkitebaby.co.uk 26

nursery today

Monitoring and keeping track of your baby’s body temperature couldn’t be easier thanks to the Temp Pal Bluetooth Smart Thermometer. As well as being the World’s Smallest Smart Monitoring patch, measuring about the same size as a £1-coin, Temp Pal is also less obtrusive and more accurate at +/- 0.05 °, than other smart temperature monitoring methods. This tiny, non-invasive and soft flexible device features a highperformance temperature sensor, customised thin battery (which lasts 2-3 days) and a Bluetooth radio. It will continuously measure baby’s temperature and wirelessly communicate the results to a smart phone or tablet. The easy-to-wear patch transmits data to a secure cloud via its own mobile app, generating real-time charts and alerts as needed. This enables parents to monitor and review fluctuating temperatures to help identify when best to administer medicines or adapt external room temperatures. Furthermore, its quick pairing, accurate measurements and auto re-scan capabilities ensure you always stay connected.

Tel: 01538399541 Email: retailsales@centralmedical.co.uk

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Adventure

Profile Venture UK

For Life’s Most

Important Journeys... Meet Venture, one of the UK’s best kept secrets

enture is one of the UK’s newest upcoming nursery brands and are looking to 2022 as the year to really open up their retail opportunities and expand their marketing strategies in new and exciting ways! As a consumer focused brand their philosophy of creating products ‘by parents for parents’ shines through in their products, they

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It’s also an exciting year on the ‘wheeled goods’ front as Venture are launching two new strollers to the market.

take customer feedback in high regard and their products reflect this, with their diverse and award winning range growing from strength to strength over the course of 2021 thanks to a number of new and exciting products as well as some fantastic improvements to some of their top lines. Their ‘All Stars Playpen’ and ‘Pote Plus’ potty training ranges are recognised as firm favourites with parents all over the UK winning consecutive Mother & Baby and Made For Mums awards for their respective categories, with parents citing “fantastic value for money” and their superior quality as the reasons for their wins. This year also sees the return of their Hush Bedside crib. Fresh with a new design it features a number of noticeable improvements on its award winning predecessor, as well as the addition of both a standard and premium edition giving consumers more variety. It’s also an exciting year on the ‘wheeled goods’ front as Venture are launching two new strollers to the market. The first the ‘Nebula’ is a premium travel system designed to be the perfect travel companion for any parent. There are multiple styles for parents to choose from including the

limited edition ‘Paris Signature’ style that features a truly unique fabric perfect for consumers looking for something a little more exclusive. Along with the Nebula they’ve also released the Aura, a lightweight and compact auto folding stroller. It features the super stylish honeycomb fabrics used on the Nebula and really sets itself out from the crowd thanks to its show stopping seamless frame. It’s incredibly unique and

promises to be perfect for everyday use. All of these great products and more are available from Venture for 2022. So, if you’d like to expand your product range with a new unique brand why not reach out to them today using the details below.

Email: james@ventureuk.com www.ventureuk.com

As a consumer focused brand their philosophy of creating products ‘by parents for parents’ shines through in their product ranges.

nursery today

talking shop This month Nursery Today questions independent nursery retailers to find out their thoughts on the year ahead.

Mariyah Hafesji

KIDDIES KINGDOM Do you feel that 2022 will see a difference in the way consumers shop for nursery products? Yes, throughout the pandemic we have seen more parents choose to shop from the comfort of their own home and this is something we expect to see become even stronger as retailers develop tools to make this more convenient, replicating an in-store experience digitally. We do foresee footfall to naturally increase in stores, but we believe this will be more to browse rather than transact in-store.

What do you think will be trending in your store during the year?

This all depends on the season we are in. As we head into summer, we will see a spike in the sale of outdoor products such as strollers and bikes. As many products within our catalogue are essential to parents, such as pushchairs and car seats, these will continue to perform well.

Is there a particular product category that is performing well for you?

In the last two years, we have seen an increase in purchases of furniture. This is down to parents spending more time renovating and placing more of an incentive on having the right set up for their child at home.

How important do you feel social media will be to the business in 2022?

Social media will be very important to the business as our average customer will spend more time on this channel than any other. I think social media so far has played a role in driving awareness, but over time it will also grow as a channel where we can sell more products. This will benefit pick lines e.g. bags, toys, accessories rather than a considered purchase such as a pushchair.

Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers? In 2022, we will have a website relaunch, stock more exclusive products and we will be working on more interactive and engaging content.

Lorretta Owen

JOLLY TOTS 2021 was a turbulent year for many, what are your hopes for 2022?

2021 sure was a turbulent year. Like others we are just so grateful that we are still here and doing what we love doing. 2021 forced us all to adapt how we work. Whether that be working from home, cutting down staff or closing completely. It was for us all very trying times. Our hopes for 2022 are to introduce even more brands to our customers. To launch our online website for customers to purchase. To continue building up our social media presence. Above all else to keep doing what we do best. Providing fantastic service to all our customers at prices affordable for all.

What do you think will be trending in your store during the year?

LISTERS BABY

SHOP 2021 was a turbulent year for many, what are your hopes for 2022?

We are very excited to acquire our very own warehouse! This will enable us to hold more stock, with delayed delivery times still in full force. I now have the room to bulk buy and have the stock to hand. Resulting in more consumer sales.

Do you feel that 2022 will see a difference in the way consumers shop for nursery products?

I feel that customers still want to visit shops and get frustrated with only being able to buy online for a lot of things. Buying a pram is very much a product you need to get your hands on to try and physically look at. They will still look online to get ideas but still come to us for advice, recommendations and of course our nursery expertise.

What do you think will be trending in your store during the year?

Anything exclusive to the independent industry. Something that consumers can only get from us and not widespread. It makes it a bit more special.

Is there a particular product category that is performing well for you?

iCandy and Mamas & Papas is doing extremely well for us. Both brands have really grown.

How important do you feel social media will be to the business in 2022?

Is there a particular product category that is performing well for you?

Our social media context is a huge trend. This is getting us more and more new customers. Customers rely on it for new information and products that are current and coming soon.

How important do you feel social media will be to the business in 2022?

Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers?

We think that the introduction of vegan leather products will prove popular. We are seeing more and more manufacturers introducing this to their ranges. Car seats continue to perform really well for us. Especially the Joie 360. We find that following on from carry car seats parents are always requesting a spin car seat. Our customers are always asking for Joie car seats. Their award-winning car seats are brilliant as is their customer service. Social media plays a massive part in everyday life. The same can be said for our business. We regularly share on Facebook, Instagram and we have recently joined TikTok. Our younger staff members are brilliant at coming up with fun and creative ideas for our TikTok page. We have found that all are the socials are brilliant for free advertising and getting the Jolly Tots brand out to a wider audience. 30

Terri Hall

nursery today

Finally being able to set up online. This has been put on hold since the start of the pandemic but this year we are going to get it put into place and up and running.

through the range on the Venicci stand.

Sara Hubbard

WHITES FARM BABY BARN 2021 was a turbulent year for many, what are your hopes for 2022?

We hope that for 2022 we continue to be as busy and successful as we have been in 2021 and that we finally see the light at the end of the pandemic tunnel. So many of our customers have been so patient and understanding when it comes to our changing covid practices and our appointment system, so we hope that people continue to be sympathetic to how tough it has been for small businesses to operate and they continue to be kind and mindful.

Do you feel that 2022 will see a difference in the way consumers shop for nursery products?

We do - we think so many customers have missed out on being in an actual shop with real people that to be able to touch the product and have real life interaction with experts is something they are now treasuring. We have also seen a shift in people’s attitudes towards buying sustainably, taking more of an interest in eco-friendly products and things that will help our environment and planet while welcoming their baby into it.

What do you think will be trending in your store during the year?

We have seen a massive rise in interest of our baby carrier range and we think more and more people are spending their quality time outdoors in nature. We think baby wearing is going to take off this year, with many customers seeing a wrap/sling/carrier as an essential purchase alongside their travel system.

How important do you feel social media will be to the business in 2022?

We always think social media is vital to a business, especially in these modern times, but after two years of minimal social interaction we believe it’s about striking the right balance on your social pages. We like to think our customers feel informed, entertained and engaged with - we like to post a mixture of product information, new trends, heart-warming stories and interesting information, peppered with some of our real life news - truly welcoming our customers into our Whites Farm Baby Barn family.

Susannah Irving

BUMPSTART BABY SHOP 2021 was a turbulent year for many, what are your hopes for 2022?

We learnt a lot from the past two years and one big take away is how adaptable we can be as a business. We hope to build on that and continue to adapt and grow as the market changes. My outlook is to celebrate the wins and keep looking forward!

Do you feel that 2022 will see a difference in the way consumers shop for nursery products?

I definitely think that consumers are being more careful with how and where they spend their money. It’s all about value for money, time and convenience. We need to make the experience of shopping for your baby, at a store, an experience and service they won’t forget.

What do you think will be trending in your store during the year?

The use of sustainably sourced fabrics and performance materials is definitely key. A compact fold and lightweight chassis that doesn’t compromise on functionality will always be in fashion. In terms of colours, we are seeing a lean towards more adventurous colour choices and more tonal elements added into the neutrals palette which is lovely and really lifting up the displays in store. Aside from that, the one must-have phrase that springs to mind is ‘bundles!’ Anything that takes the headache out of purchasing the various paraphernalia associated with nursery equipment is a huge trend!

How important do you feel social media will be to the business in 2022?

Social media has never been more important. We are finding more and more of our customers discover us through our social media channels, so it’s key we keep the consistency to keep driving traffic to our store and website. We are certainly putting more time into our social media marketing strategy moving forward.

Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers? Helen, our owner director is retiring this month after 29 years and I’m looking forward to taking the helm at Bumpstart. We have some big plans for the future and I’m so excited to get cracking!

Victoria Hampson

NATURAL BABY SHOWER 2021 was a turbulent year for many, what are your hopes for 2022?

In 2022 we hope to welcome new innovative brands to the NBS family and continue to develop our services for the optimum customer shopping experience. We’re looking forward not only to the future chapters in our own journey but continuing with our mission to provide the best products for both baby, parent and of course the planet.

Do you feel that 2022 will see a difference in the way consumers shop for nursery products?

How important do you feel social media will be to the business in 2022?

Social media has always been key for us, as with many other businesses in this market, and we’re confident this will remain the case in 2022. Whether paid or organic, it allows us to tell our story and increase brand awareness, as well as share helpful content and build a community with parents. It really is the bridge that connects us to our audience, and we love using it to interact with our customers!

We hope given the climate data from the last few years, more consumers will look at shopping more sustainably and influenced to shop based on the values behind a brand. Fingers crossed 2022 will also be the year where we all adjust to the new way of living, including resuming travel and the holiday season which should see an increase in consumers shopping for related products such as compact strollers, travel cots etc.

Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers?

Is there a particular product category that is performing well for you?

What do you think are the key nursery market trends to watch out for in 2022?

With a variety of brands and departments stocked here at NBS, we want to remain the go to retailer for expecting parents, those with little ones, gifting milestones such as baby showers and birthdays and everything in between. We’ve found that customers particularly love the convenience that our travel system bundles offer, providing a one stop package e.g. a car seat + pushchair that can be found with most of our pushchair brands.

Nothing ground-breaking at this point! At the end of last year, we moved into our gorgeous new HQ so we’re looking forward to really utilising the space by growing the NBS team, hosting brands and possibly running some research sessions for local customers.

As previously mentioned, we believe that environmentally friendly products will be in parents-to-be minds, now more than ever before due to last year’s global shift during the major climate talks. It has always been important to us, but now customers are doing their own research, they want recyclable materials and ethically made products in all areas of life. We believe this won’t just be a trend for 2022, but 2023 and beyond. nursery today

BPA

notice board Product Safety Get your green

Review

Robert Anslow M anaging Director

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

www.b-p-a.org

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The responses to the Call for Evidence in the Product Safety Review have been published and can be viewed on the Government website under a search for ‘Product Safety Review Responses’ – www.assets. publishing.service.gov.uk There were a total of 158 responses received, 35 from trade associations of which the Baby Products Association was one, 18 from manufacturers/distributors, 18 from charities/consumer organisations, 11 from testing houses, 10 from professional/membership bodies, 20 from enforcement authorities, seven from online marketplaces & platforms and seven from law firms. Further feedback was considered during 8 roundtable discussions, attended by 80 organisations. The Government response to CfE was delivered in Autumn 2021 and there will be a consultation on policy proposals based on the responses received by Spring 2022, ahead of the publication of Primary Legislation.

claims right More people than ever are concerned about the environmental impact of the products and services they buy. However, whilst most businesses try to be honest with their customer about their green credentials, it is not always clear how to do this. A recent international analysis of websites found that 40% of green claims made online could be misleading. The Competition and Markets Authority (CMA) has developed a Green Claims Code which sets out six key points to check that environmental claims are genuinely green. Green claims (sometimes called ‘environmental claims’ or ‘eco-friendly claims’) are statements which show how a product, service, brand or business provides a benefit or is less harmful to the environment. The Green Claims Code helps businesses to ensure that their green claims are genuine and not misleading, not only protecting their reputation with customers, but helping them stay on the right side of the law.

Green claims MUST:

UKCA marking update

As manufacturers will already be aware, the UKCA (UK Conformity Assessed) marking is a relatively new UK product marking that is used for goods being placed on the market in Great Britain (England, Wales and Scotland) and covers most goods which previously required the CE marking, now known as ‘new approach’ goods. The UKCA marking came into effect in January 2021 and a recent presentation by the Department for Business, Energy & Industrial Strategy explained the timeline for implementation. Until December 2022, the CE marking can still be used in most cases whilst preparing to transition to UKCA marking. From January 2023, the UKCA marking must be placed on most manufactured products on the GB market. The CE marking can continue on medical devices whilst preparing to transition to UKCA until 30 June 2023 and until 31 December 2023, a UKCA marking via sticky label or an accompanying document will be acceptable for most goods. However, from 1 January 2024 UKCA marking must be applied directly onto products unless legislations allow otherwise, which could apply to some child care articles still under discussion. In summary, the UKCA mark will be mandatory in Great Britain for goods placed on the market for the first time on and after 1 January 2023 and applies to goods which used the CE and reverse epsilon markings. For the Northern Ireland market, EU rules continue to apply under the Northern Ireland protocol and these rules are in place now. The CE marking continues to be used for self-assessed goods and those goods which are conformity assessed by an EU notified body. The UKNI plus CE mark is used for goods which are conformity assessed by a UK approved body. The UKNI mark is always accompanied by the CE marking.

1. Be truthful and accurate: Businesses must live up to the claims they make about their products, services, brands and activities 2. Be clear and unambiguous: The meaning that a consumer is likely to take from a product’s messaging and the credentials of that product should match 3. Not omit or hide important information: Claims must not prevent someone from making an informed choice because of the information they leave out 4. Only make fair and meaningful comparisons: Any products compared should meet the same needs or be intended for the same purpose 5. Consider the full life cycle of the product: When making claims, businesses must consider the total impact of a product or service. Claims can be misleading where they don’t reflect the overall impact or where they focus on one aspect of it but not another 6. Be substantiated: Businesses should be able to back up their claims with robust, credible and up to date evidence For more information visit gov.uk/green-claims-code

Flammability

update

There is still no news with regard to the Northern Ireland flammability regulations. The deputy director of the Competition and Consumer Protection Commission (CCPC) advised that they are still liaising with the Department of Enterprise, Trade and Employment (DETE) & the National Standards Authority of Ireland (NSAI) as a couple of things require further consideration, so they need further time to give the response to the questions posed by industry in May this year. As soon as we have any news, we will issue a member bulletin.

The REAL

campaign: R - Retain Is the consumer able to retain and repeat the information you give them? Do you have to repeat what you have said over and over? E – Explain Is the consumer able to properly explain or communicate the decision they have made? Are they joining the discussion or just agreeing with what you are saying? Are they asking questions that aren’t related to what you are saying? A - Able

Is the consumer able to understand what they are being told?

L - Listen Is the consumer able to listen, follow and understand the discussion, or are they repeating what you say? With one in six adults experiencing common mental health problems every week and 23% of us suffering anxiety when dealing with service providers, the National Trading Standards Scams Team urges companies to train their staff on what to look out for, for example Friends Against Scams Training - www.friendsagainstscams.org.uk and to consider a Vulnerable Consumer policy including how to identify and help these people.

Are your customers vulnerable? The National Trading Standards Scams Team is raising awareness of consumer vulnerability due to mental health and urges businesses to act empathetically with its REAL campaign. Many people experience vulnerability during difficult periods of their lives, for example the arrival of a new baby, divorce, moving home, loneliness or work or financial worries; as well as those will longer term mental health issues. Consumers with poor mental health are at an increased risk of experiencing poor outcomes in markets.

BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines. CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABYWERELD N O R WAY B A B Y, H O B B Y & L E K E T ØY POLAND BRANŻA DZIECIĘCA RU S S I A PA R E N T S ’ C H O I C E S PA I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

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25.05.2019 20:20

Spotlight INFANT TOYS

Toys galore

New additions celebrating

50th anniversary

Rainbow Designs is delighted to be celebrating its 50th Anniversary with a number of exciting new additions to its tremendously successful The Adventures of Paddington toy range, specifically aimed at preschoolers. The Adventures of Paddington toy range is perfect to help spark little imaginations and encourage preschoolers to create their own adventures with Paddington. The exciting new lines include a fun-packed Talking Paddington Soft Toy with five Paddington phrases including ‘Hello, my name is Paddington’, ‘Where’s my marmalade sandwich?’ and ‘I wonder what adventures I shall have today?’. There are also two new fun-packed playsets, the Rescue Set and Multi Figure Set, that will join the existing range of the Play Bus Set, Collectible figures and Adventures of Paddington Soft Toys. Other joyful Rainbow Designs’ collections, that have been designed for preschoolers and helping little ones learn through play, include Peter Rabbit TV, The Very Hungry Caterpillar and We’re Going on a Bear Hunt as well as Guess How Much I Love You, Fun with Spot wooden toy ranges.

Tel: 01329 227300 www.rainbowdesigns.co.uk

Storytime with Yoto Perfect for little imaginations.

Yoto, the audio platform for kids behind the critically acclaimed and award-winning Yoto Player, and newly launched Yoto Mini, has worked together with Disney to bring a total of 43 family favourites to their extensive audio content library, bringing much loved classics and characters to storytime off-screen. The Yoto Player is easily operated using physical audio cards, perfect for kids of all ages. Boasting a content library packed with some of the world’s greatest children’s authors, Yoto has recently released its new Disney Classics including Frozen, Mulan, Cinderella and Marvel titles such as Spider Man and Thor. The Yoto library also features music, fitness activities, podcasts, phonics, mindfulness, radio and sound effects. As your children grow, their library and imaginations will grow with them.

www.yotoplay.com 34

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Toynamics UK & Ireland has launched new products across their Hape and Skip Hop brands, offering a one stop shop for retailers.

The new Hape balance bikes collection offers a first three wheeled bike suitable for 12months plus (pictured) and new larger light magnesium balance bikes for 3 years plus. All designed to help develop balance and sense of direction, whilst encouraging muscle coordination and development. For lifestyle brand Skip Hop, the new launches include Explore & More Pop N Play with surprise peek-a-boo characters and sounds, and a new cute and colourful mealtime set in the Skip Hop signature Zoo characters.

Tel: 01164785230 www.toynanics.com

Sustainable toys Since the launch of Keeleco in 2020 Keel

Toys have used the equivalent of more Looking for than 14 million water bottles in the infant toys? manufacture of the range! e s e th t u Keel Toys are o k c Che delighted to at announce that in great products th 2022 just two years are available to after launching Keeleco they can now order now. offer their business

partners a complete sustainable soft toy collection, including traditional Wild, Farm, Dinosaurs, Teddy Bears, Nursery, Christmas and a new Fashion range. The collection has now been extended to over 120 products, reconfirming their position as one of top recycled soft toy suppliers in the market today. Keeleco Adoptable World is the newest part of the sustainable soft range and the first fashion eco soft toy collection! With happy expressions and wide expressive adorable eyes, the collection of 12 characters simply beg to be picked up and adopted by a loving new owner.

sales@keeltoys.com www.keeltoys.com

Learning made fun Orchard Toys are adding thirteen new products to their award-winning range along with a refresh of their jigsaws collection this year. From elephants and bears to slimy monsters and Spaceships, the new additions offer something for all ages and interests, with ‘Learning Made Fun’ at the heart of each product. Highlight includes Dress Up Nelly, a fun, first colour matching game, designed to be played as a simple activity to introduce children to colours, with the option for a shorter or longer game to suit different abilities. Featuring 30 bright and colourful, wipe clean cards which are perfect for little hands.

www.orchardtoys.com

new! Statement of

fashion

The new i-Level Signature looks every inch the fashion statemen t with its plush and luxurious fabrics. Wi

th its cosy quilted detail s and vegan leather acc ents – The i-Level Signature from Joi e is not just a pretty fac e. Partner the i-Level with the i-Base lx for laid back luxury, and rest assured that precious cargo is in safe hands with the exc lusive Tri-Protect headrest fea turing Intelli-Fit memory foam that has been specially engineere d for optimal head and neck security. Alterations on the go are effortless with the i-Level , thanks to the headrest and har ness that adjust simultane ously, while the easy to remove, full body insert keeps tiny tra vellers nestled in safety.

www.joiebaby.com Email: uksales@joiebab y.co

As a welcome gift, we are gifting £100 off first orders over £300. Woody Treasures is a wooden toy company with gorgeous, clever, well-thought-out designs, suitable to encourage children to develop their fine motor skills and early learning in a fun, playful way, while still protecting our environment. Ankorstore is offering 10% of from the 26th January until 2nd February To Claim Your £200 voucher please use the following code at checkout: LIFT-824FFGFA If you have already used Ankorstore, Woody Treasures would still like to GIFT you, so please Email them at: info@woodytreasures.com to receive more information Visit their website, where you can check out their full range. website www.woodytreasures.com.

Celebrating 120 years with Beautiful new Wooden Toys

Visit us at London Toy Fair, Stand B21

All wood is FSC certified

nursery today

new!

Design Icons on wheels

CYBEX introduces its new generation of the Platinum strollers PRIAM and MIOS

The CYBEX Platinum strollers have already revolutionised the industry by combining ultimate functionality with timeless design elements. The new versions continue to feature high quality materials and all of the unique functions parents have come to expect from CYBEX, as well as introducing new innovations such as the ‘one-pull harness’. As with previous versions, the new PRIAM offers four travel options in one frame as it is compatible with: the stroller seat which can be used in a lie flat position from birth, an infant car seat, the LITE Cot and the LUX Carry Cot which is now 0.2kg lighter and features a breathable base. The height of the LUX Carry Cot has been increased by 12cm so that the baby is closer to the parent to support parent-child bonding. The closer contact means the parent can easily check in on their child and interact with them, providing reassurance for both baby and parent.

Paw-fect panda addition to baby range for Izzy & Oliver

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

A super-sweet black and white panda will join the current line of tigers, unicorns and reindeers across pieces including a bib, booties, a soft fluffy fleece hat to keep little heads warm, as well as a travel blanket which can be folded into a pillow for use on-the-go, and a tagalong comforter. Each piece in the collection is suitable for new-borns as well as older babies. uksales@enesco.co.uk www.enesco.co.uk

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www.cybex-online.com

Meet i-Spin Grow Joie is proud to announce

its newest arrival, the i-Spin Grow, which made its grand entrance by scooping a Gold award at the 2022 Mother & Baby Awards.

With years of ‘are we there yet’ ahead, this safety seat spans from birth to booster and packs in the most musts including i-size and 360o spin. Growing passengers will be set for every journey from that first trip home from the hospital to the very first day at school along with every important milestone in between and beyond. The easy to use, onehand 360o spin, turns to you to make buckling in even easier than ever. The extended rearward harness and belted booster mode make sure that your pint-sized passenger will always have the safest ride. The TriProtect headrest offers layer upon layer of protection including state of the art memory foam. Younger travellers can lie back in comfort thanks to the 6 position recline which adjusts on demand whether your little one is rearward or forward facing. The one-time ISOFIX and top tether install are so easy to use – and the best bit is that once you’re done, there’s no need to adjust or reinstall. Thanks to the latest VeriFit install technology, i-Spin Grow has a custom sound and light display that tells you whether any aspect of the installation has gone awry – so you can always be certain that your child’s seat is secured correctly. uksales@joiebaby.com www.joiebaby.com

RETAIL MATTERS

Retail matters Christy Foster, Managing Director, cmf@online4baby.com

irstly, I want to wish everyone a Happy New Year! 2021 has drawn to a close and I can’t help but reflect on the amount of change that has happened over the last year, especially how far Online4Baby has come in just 12 months. We now have 46 members of staff between two Manchester-based offices. We have refined our product offering to incorporate a parent-first focus by reducing the amount of items we have on-site and stocking products and brands of high quality that we know our customers will love. This means scoping out to work with some fantastic, premium brands such as Mamas & Papas, Cybex Platinum and BabyStyle, amongst others in the coming months. My agenda for 2022 is to offer our customers the best possible baby essentials for their little ones. We had a complete revamp of how we use content, hiring a new brand and ecommerce team to ensure our campaigns were fresh and relevant to our customers, especially during those key sales periods. It was so important to understand our customer’s needs and wants in order to be able to give them the content that they would truly take interest in, and that would add real value. We are planning to build on this even more in 2022 with the help of our new starter, Senior Video Content Executive, Mahrukh Ahmed. I am so excited for Mahrukh to transform our video content strategy this year and take Online4Baby into new spaces and markets our competitors are missing out on. Our aim

is not to follow the trends of our competitors but to continue our journey as a force to be reckoned with, and investing in video content this year will be a big part of this. “With great risk, comes great reward.” This is definitely true in relation to Online4Baby. Yes, we have gone through a lot of changes, adjustments and transitions this past year, focusing our attention on our customers and the brands we work with. But it has undeniably paid off as our figures are up YoY. It is vital that we celebrate the wins of such a challenging year. 2021 has been our first full-year without opening our showroom due to Covid, and it has made me realise the importance of being able to quickly adapt as a business. Having to move purely to an online presence during this difficult time played a pivotal part of 2021, and it really cemented to me the powerhouse that is the online shopping market. Our objective going forward is to prioritise quality over quantity and this mindset is what will lead us into another very successful year. When I speak about quality, this is not just limited to our product offering, this includes all aspects of the business. My excellent customerservice team are always pushing themselves to new heights for our customers, to make sure they receive the best possible experience. Without a customer service team passionate about the business, we would be unable to retain such a loyal customer-base who has followed Online4Baby through thick

Online4Baby are delighted to become a Which? Recommended Provider for Baby & Child Retailers 2021

This month Online4Baby’s Managing Director Christy Foster is reflecting on their achievements during 2021 and how 2022 will shape them further as a business. and thin. We are also upgrading our office space once again as we move to a brand-new HQ this year. I expect the best from my team across the board and they always deliver. In exchange, this office move is a way of letting my team know that they can expect the best out of this business. It is key to look after and listen to your workforce in order to create a great environment and office culture that supports their growth. Upgrading our space is the first step of many in ensuring my employees and brand are lifted to a whole new level. I admit, I will miss my previous offices, a lot of memories were made there, it will definitely be a hard good-bye. However, in our new office we

will be combining all our employees under one roof and it is definitely the next, very exciting, chapter for Online4Baby. I would also like to take this time to introduce our new CMO, Tom Fotheringham who has very recently come on board this month. Tom has joined us from All Beauty, having previously worked at Specsavers and ScS Sofas. He will be running our marketing operations, alongside overseeing our brand and ecommerce teams and I am so excited to see the plans he has for Online4Baby! We are delighted to welcome him into the team and can’t wait to introduce him to you all soon!

Mahrukh Ahmed, Senior Video Content Executive, mahmed@online4baby.com

Tom Fotheringham, CMO, tfotheringham@online4baby.com nursery today

supplier snapshot This month Nursery Today questions some of the industry’s finest to find out their thoughts on the year ahead.

Holly Brewer MARKETING MANAGER, ERGOBABY UK

2021 was a turbulent year for many, what are your hopes for 2022? We’re particularly looking forward to returning to in-person meetings with retailers (COVID restrictions permitting) and we already have some exciting in-store activities in the diary! Do you feel that 2022 will see a difference in the way consumers shop for nursery products? We are hoping to see an increase in footfall as consumers feel confident returning to stores and we are always keen to maximise potential sales by working with our key retailers to make sure product is displayed in ways that customers can touch, feel, and try them out, all vital in converting to purchase, and by making sure staff are appropriately trained. We also anticipate a continuation in online shopping habits, so retailers’ digital presence is still important; a strong consumer online journey and increased educational content to build credibility and trust with consumers remain essential. All of this is something we can and do support our retailers with via our Partner Hub. What do you think will be trending during the year? We’re seeing customers delve into brand’s eco credentials more and more, with a focus on sustainable practices and processes. As just one of our steps to create fewer impacts on the planet, we are committed to reducing the environmental impact of making our products through better designs, more sustainable raw materials, innovative manufacturing techniques, and simplified packaging. Is there a particular product category that is performing well for the business? We know that our customers are prioritising breathability within carriers, with our innovative Aerloom carrier, made from FormaKnit - knitted strands of post-consumer recycled plastic and new Omni Breeze, made from SoftFlex mesh, models both performing well. How important do you feel social media will be to the business in 2022? We have seen real success in using social media to interact with, educate and inspire our audience in 2021 and intend to continue that into 2022. Short form videos are particularly popular with our predominantly millennial audience. A recent Winter Babywearing Reel received huge reach and engagement which showed how consumers rely on brands for education as well as sales. Will you be running any specific consumer campaigns during the year? We will be continuing with our Million Moments campaign and have some exciting things planned to support our Metro+ stroller via our Fluent in Comfort Campaign. Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers? As always, we have a busy year ahead, particularly in terms of product development! We even have some launches happening outside our current categories and Nursery Today are always one of the first to know so watch this space!

nursery today

Eleanor Naden

MARKETING MANAGER, ANGELCAREUK

2021 was a turbulent year for many, what are your hopes for 2022? There been many challenges in 2021, but we hope that this year the industry for everyone can go to strength to strength we are lucky that babies are always being born and that cycle will always continue. Unfortunately, we know that this isn’t always enough for all business and I really hope we don’t see any more nursery business closures in 2022. Let’s do our best to try and make 2022 a positive one! Do you feel that 2022 will see a difference in the way consumers shop for nursery products? The last few years have been transformational for the nursery sector specifically for ecommerce with online shopping moving well and truly to the forefront of the mainstream retail experience. For many this is due to the Covid19 pandemic we all remember that the only time we saw someone other than our family was the delivery driver with our online purchases, this was particularly the case for many pregnant women including myself who did not step foot into one physical baby store to purchase the essentials, but instead was forced to order everything online. However, with that said in 2022 I do think that new parents to be, would much prefer to have the in-store experience for the more important items so it’s important that retailers balance their in store and online offering. How important do you feel social media will be to the business in 2022? Social Media has always been an important part of the marketing mix for Angelcare UK, as it has proven to effectively boost customer engagement which then drives sales. Facebook and Instagram are championing new ways to shop online by making it easier for businesses upload, inform and sell products through their platforms. We have already seen success with these new features, and we will continue to keep ahead with the constant improvements and new features that social media platforms can provide. We hope our retailers and brand partners can see the need for a strong social media presence so we can continue to collaborate and share content. Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers? 2022 for us is our 25th Birthday year, Angelcare was founded in 1997 by a first-time father who understood exactly how worrying it could be to care for a Newborn child, and in this time its grown from a small business started in Canada with an innovative Movement Monitor launched into the market to an international business who have helped millions of families with the anxious but joyous journey of parenthood. So please help us celebrate this milestone in 2022, we will be in touch with exciting new product launches and ideas on how to celebrate.

Sam Tyack

SALES MANAGER, GREEN SHEEP GROUP.

2021 was a turbulent year for many, what are your hopes for 2022? We certainly weren’t immune from the chaos! 2022 is a very exciting year for Green Sheep Group. I’m excited to see us launching product again and there are a couple of amazing launches coming this year. We’re also really pushing forward into our global expansion with European markets seeing investment throughout the year. Do you feel that 2022 will see a difference in the way consumers shop for nursery products? From what we’re hearing, we understand retail is expected to be less promotionally active with consumers opting for service and experience over price. The shift to online sales, I’m sure will continue, however Nursery has the luxury of customers still wanting to touch, feel and unlock a consultative, informative experience when catering for their little ones. What do you think will be trending during the year? We’re quite lucky with our brands and product range that we’re able to cover off the continuing Scandi influences with Snuz, whilst also utilising Little Green Sheep to dip our toe into the earthy, classic heritage tastes. Away from style trends, we’re expecting more awareness and efforts to promote sustainability. All areas of the business are now working to improve in these areas, and I expect consumers to be more sustainably minded when making their purchase choices. Is there a particular product category that is performing well for the business?

Both of our brands specialise in sleep, and this is where we continue to see strong YoY growth. SnuzPod was officially named the UK’s bestselling bedside crib recently and our Natural Twist Mattress from The Little Green Sheep continues to maintain its reputation as the natural mattress of choice for parents. How important do you feel social media will be to the business in 2022? Social Media is still going to be our quickest and easiest route to consumers. It’s of huge importance to both our brands. We’d like to engage more with retail partners on this with collaboration across all platforms. Will you be running any specific consumer campaigns during the year? Yes, definitely. We always aim to run some larger campaigns around particular dates in the calendar. We’ll be sure to keep you posted as they come to launch. Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers? 2022 is going to be a busy year for us. Strategic changes & developments in key markets, both, home and abroad. Three new products will land this year with some in unfamiliar categories for us as a business. We’re investing in people and our infrastructure so it will be another 12 months of fast paced exciting times for GSG

Amy Sellers

MARKETING MANAGER, CENTRAL MEDICAL SUPPLIES (CMS) 2021 was a turbulent year for many, what are your hopes for 2022? I think I speak for the whole industry (and beyond), when I say that I am hopeful for a ‘back to normal’ 2022. On my wish list is that the retail arena stabilises and remains open for business, plus the resolution of global supply chain issues! So, no biggie! But in all seriousness, with the welcome return of physical Trade Shows we hope more people will sign up to visit in 2022, so that they can gain invaluable first-hand knowledge of the products showcased, rather than relying on online information and visuals – which as good as this is, it’s just not the same. Do you feel that 2022 will see a difference in the way consumers shop for nursery products? Over the past two years, consumers have lived in the shadow of COVID restrictions. In response, retailers have reacted and upped their game in terms of the shopper’s online journey. Whilst physical retail stores and the high street are essential to the customer’s overall shopping experience, I think that there will be a continuation in online ordering (as online retailers can stock a wider variety of products and/or brands, in more styles and sizes for example), so I don’t believe we will see too much of an immediate change. What do you think will be trending during the year? Products featuring technology to make parent’s lives easier, together with products that offer value for money and longevity of use, will continue to gain popularity. This includes gadgets such as the Temp Pal Bluetooth Smart Thermometer, which is a clever, award-winning temperature measuring device. Size-wise it’s about the same size as a £1-coin, so it’s less obtrusive and more accurate at +/- 0.05 °, than other SMART temperature monitoring methods. Calming, soft colour schemes in gender-neutral tones for nurseries and playrooms will continue to grow in popularity. As such, baby products that complement these hues will be sought-after and brands will respond accordingly to customer demand. For example, dreamgenii has just introduced three new soft palette colours, in 100% jersey cotton fabric, for its awardwinning pregnancy and support pillow. Is there a particular product category that is performing well for the business? Dr Brown’s Options+ Anti-Colic baby bottles are continuing to raise in popularity

with 92% of UK Health Professionals now recommending them for the relief of colicky symptoms. They have an especially patented two-piece internal vent system, which eliminates air and provides vacuum free feeding, to help baby feed more comfortably. They also feature a breastshaped teat that has a 93% acceptance rate, so these bottles are perfect for parents who chose to switch between breast and express feeding. Dreamgenii also continues to be a favourite amongst expectant parents, and we anticipate 2022 to be their best year yet, as the new covers will provide mumsto-be with even more comfort and style. How important do you feel social media will be to the business in 2022? Social media networks have become a vital platform for parent-to-parent interaction, as well as a source of information for families. As such, it’s imperative that social media forms a part of a business’ marketing strategy. Retailers and brands alike need to have a social presence to speak directly and engage with customers, as well as using the platform as a brand awareness and sales tool. As we’ve all been at home more in recent years, I also feel that there has been a mummy blogger explosion – specifically micro bloggers. This community is valuable to businesses as they are apt at sparking conversations and sharing their day-to-day struggles, tips and advice with other parents, alongside real-life, first-hand reviews of their favourite products. Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers? Dreamgenii has been helping pregnant mamas get a great night sleep for over 16-years now. But new for 2022, the dreamgenii Pregnancy & Support Pillow is available with super soft, 100% jersey cotton covers, taking this award-winning pillow to the next level. nursery today

supplier snapshot Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE 2021 was a turbulent year for many, what are your hopes for 2022? 2021 was another testing year for sure, however we were lucky enough to still see positive growth in all categories. For 2022 we hope to build further upon our latest premium signature collection launch and continue to expand our product offerings. Do you feel that 2022 will see a difference in the way consumers shop for nursery products? Consumers will always look to get the best possible value for money so online research has certainly become the first port of call for many. However, we know that the way products, particularly wheeled products, look and feel is very important to consumers so it is clear that they will continue to want to see them in person before parting with hard earned cash. What do you think will be trending during the year? As we are seeing an increasing number of consumers researching on line before they make a purchase, we are sure to see an Increased awareness regarding the continued expansion of new R129 / i-size seats available and the advantages they offer. As sales of the R129/i-size seats continue to rise, this will see the trend move further away from the older R44 standard seats. Is there a particular product category that is performing well for the business?

Richard Trott

MANAGING DIRECTOR - WEYBURY HILDRETH LTD (PURFLO AND KOO-DI)

2021 was a turbulent year for many, what are your hopes for 2022? We relaunched Koo-di at the end of 2021, and with a refreshed brand identity, a new range of products and a brand new online hub we have plans to build that brand in the same way as we have Purflo over the past couple of years. Is there a particular product category that is performing well for the business? The buzz around the Purflo Sleep Tight Bed has driven huge growth into that one SKU over the past year, as consumers look at recommendations such as IndyBest and the advice of knowledgeable retailers. Purflo’s core baby sleep bag category continues to perform well and has also seen steady growth recently, thanks to campaigns we have run to explain the science and expertise behind the product, in places such as NHS antenatal clinics. How important do you feel social media will be to the business in 2022? Whilst it is ever harder to rise to the top of the algorithm and get noticed on social media, we have found retargeting via social channels to be a hugely rewarding use of ad budget. We will continue to build on our learnings and success here and adopt new updates as they roll out in order to stay ahead of the curve and front of mind for shoppers. Will you be running any specific consumer campaigns during the year? This Spring we will launch the Purflo PurAir Crib, which will be supported by a 360 campaign across all channels including in person training and showcase POS for retailers, a suite of video content and a marketing partnership with JoJo Maman Bebe. 40

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We have always been known as the stand out brand for car seats so this will always be the best performing area for us. However, our reputation for our superb wheeled products its growing with the versatrax and our Signature finiti increasing in popularity. How important do you feel social media will be to the business in 2022? Social media is a great way to bridge the gap between the consumer and the manufacturer. Our social media platforms allow our consumers to reach out to us for technical support in real time and we have an incredibly hard-working customer service team who are able to respond quicky. Will you be running any specific consumer campaigns during the year? We have some exciting new launches coming later in the year so you will have to watch this space. Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers? As we’ve mentioned, we have lots of new and exciting products that will be launching this year – and we can’t wait to be able to tell you all about it. But for now, it’s top secret.

Jonathan Feingold UK DIRECTOR – INGLESINA

2021 was a turbulent year for many, what are your hopes for 2022? Obviously, let’s hope the year will see the end of Covid, a return to something more like normal times and I hope all those people who have been holding back on having a family now will have them this year. Do you feel that 2022 will see a difference in the way consumers shop for nursery products? People will become braver with a crave for real-world interaction again, feel safe being back in shops and enjoying it like they used to. What do you think will be trending during the year? The strongest trend will be to enduring quality as perhaps they will not think they may be able to buy again due to the economic situation. Is there a particular product category that is performing well for the business? We pretty much see all our business currently in the travel system market where we are the acclaimed experts with an award-winning range, so we are currently experiencing growth, especially now we have launched our third platform for the city dweller. How important do you feel social media will be to the business in 2022? Every social media platform is becoming the most important way of communicating and that looks like it’s still set to grow this year. Will you be running any specific consumer campaigns during the year? We have our company speciality of “Baby Wellness”. This is the heart and soul of all our products and drives the innovation we have as it delivers the best for the baby and parent. So, our campaign continues to make the best place for a baby to be able to sleep, which in turn allows the parents that better quality of life. Do you have any exciting news or plans during 2022 that you would like to share with Nursery Today readers? 2022 will be packed full of new things. We will start with the consumer launch of our super lightweight Electra Travel system, followed by the 360 Copernico turning all ages car seat. All this is followed by a grand launch of our latest innovation in the infant seat market and new Isofix bases with new functions to further enhance the baby wellness features.

Spotlight BABY TRAVEL

The

bumpier

the better! This 4in1 pushchair is the driver of your dreams with plenty of ways to roll and a fast way to fold. The bumpier the better for finiti, with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam-filled and Puncture-Proof runner tyres. When you’re out and about, your little one shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

Mum’s Favourite

Car Shades

The award-winning car sun blinds hand-made to fit all rear car windows perfectly

Voted Mother & Baby 2022 Best Travel Accessory Over £30, Car Shades are vehicle specific car sun blinds that cover all rear windows of a car even the boot, leaving no dazzling gaps to stop the sun from getting into precious little eyes in the back, and helping to create stress-free journeys for everyone. A perfect edge-to-edge fit compared to alternative sunblind solutions, they fit to the window frame instead of the glass so that they don’t fall off and still allow full operation of the rear passenger window to get fresh air into the car when needed.

Email: Marketing@carshades.co.uk www.carshades.co.uk

www.joiebaby.com Email: uksales@joiebaby.com

Check out these great travel solutions which are available to order now.

Comfort of a full-size

stroller Swimming Shaking up the compact stroller scene.

The Ergobaby Metro+ stroller has all the comfort of a full-size stroller in an ultra-compact design, making it the ideal fit for parents who do not want to sacrifice comfort for convenience. Alongside previous fan-favourites, the Metro+ comes packed with a host of new features including an adjustable handlebar, even more cushy padding, near-flat recline, yellow and rose colour-pop sunshades and car seat compatibility - making it the ultimate ultracompact stroller for families on-the-go. For more information, please contact your account manager.

Email: service@ergobaby.co.uk

essentials

Splash About’s Happy Nappy DUO – your baby’s travel essential Every parent knows a swim nappy is a baby travel essential and Splash About’s new award-winning, reusable Happy Nappy DUO is just the ticket! Ditch the bulky disposables, save space in your suitcase, save money and the planet, with no disposables ending up in landfill. The DUO offers UPF50+ sun protection, but more importantly its unique Silver Lining is scientifically proven to be completely effective against faecal leaks and bacteria entering pool water, which are ultimately responsible for sickness and tummy bugs. Reusable, 100% reliable and available in five beautiful prints for babies up to 3 years.

www.splashabout.com

nursery today 41

Spotlight BABY TRAVEL

Practical travel

entertainment solution New brand Travel Bear introduce a practical and easy-to-use entertainment solution for longer car journeys, bringing innovation to kids’ travel solutions.

Small, light and agile The Jet stroller from Silver Cross makes getting out with baby super easy.

Suitable from birth to 15kg, Jet’s lightweight design and ultra-small fold make it perfect for everyday strolls, but it’s great for travelling further afield too. It fits easily in car boots or overhead storage racks and is cabin approved for all key airlines. For added convenience, Jet is freestanding when folded and pulls along suitcase-style using the bumper bar as a handle. A protective cover is included. It’s also compatible with the Silver Cross Dream or Simplicity infant carriers to create a travel system.

Designed by parents to avoid the dangers posed by children holding an electronic device while travelling, Travel Bear’s mini tablet and phone holder fits neatly over any car headrest with no sharp edges. Its elevated, hands-free position keeps the screen at eye level to reduce travel sickness, improve posture and prevent any pressure on the neck from looking downwards. In 2021, the Travel Bear phone and mini tablet holder was shortlisted at the Junior Design Awards and won Silver for Best Travel Accessory at the Project Baby Awards.

Email: hello@travelbearkids.com www.travelbearkids.com

www.silvercrossbaby.com

Move it, fold it,

live it

Easy strolling, easy living with Thule Spring.

Things to see, things to do – and so much to experience! Enjoy it with Thule Spring, the flexible, fun and functional stroller that makes your daily life easier. Fast and easy one-hand fold and handlebar adjustment make Thule Spring a perfect companion when you are out and about with a child. Designed for urban terraine makes getting around with ease. Large wheels, compact design, and smooth handling make for more leisurely days when out and about. Comfortable and lightweight, Thule Spring gives the freedom to go wherever you want to go. Great also for those with smaller storage spaces, with a compact fold and self-standing capability, Thule Spring takes up limited space and makes for simple storage.

www.thule.com 42

nursery today

Red Kite have you

covered

The Strollshade is a convenient and safe way to protect baby when out walking in sunlight. The full cover ensures no direct rays can reach baby so this gives the ultimate protection from harmful rays. Easy to fit with Velcro attachments means the Strollshade can fit most buggies and strollers.

www.redkitebaby.co.uk

Buyersdirectory Textiles

Coordinated Bedding

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Moses basket stands

Ambassador Textiles are a major supplier to the nursery manufacturing industry, stocking an extensive range of top-quality baby care fabrics in popular pastel colours:-

Soft & Cuddly Velboa and Dimple Cotton Waffle & Cotton Interlock Moisture Absorbing Bamboo Towelling and Woven Towelling Lightweight Polycotton Walm & Versatile Anti-Pil Fleece

Our Anti-Pil Fleece range boasts over 50 colourways in pastels and brights. We can manufacture to order Fleece Blankets in cot, pram & picnic basket sizes

www.ambassador-textiles.co.uk View the full range or contact a member of our sales team +44 (0)161 624 4167

info@ambassador-textiles.co.uk

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Wholesale

Keep up with what's happening in your industry Subscribe to the daily news service www.nurserytoday.co.uk

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Nursery Today January 2022

Articles inside

Barking Mad

New Products 38 Supplier Snapshot