JANUARY 2024 ISSUE 4 VOLUME 27
contents Re g ul a r s
News 6 inion Retailer Op 12 apshot Supplier Sn 36 s New Product 38 ducts The Baby Pro 42 Association
p16
Contributors 22
Pramland’s John Barker is taking a look back at trade during December 2023, which historically produces great results in the final week. John runs us through his own experience.
the team Editor Penny Franks penny@lemapublishing.co.uk
35
Christine Contreras christine@lemapublishing.co.uk
Production Director
Features/ Spotlight
Paul Naish paul@lemapublishing.co.uk
Production Rick Vickers rick@lemapublishing.co.uk
16 24 28 32
Managing Director Mark Naish mark@lemapublishing.co.uk
Chairman
Circulation Robert Thomas robert@lemapublishing.co.uk
Retail Matters Online4baby’s Managing Director, Christy Foster takes a look back at 2023 and how this will shape the focus and strategy for the business moving into 2024.
Ad Manager
Malcolm Naish malcolm@lemapublishing.co.uk
Barking Mad
Travelling Baby Baby Essentials Monitors British by Design
Cover Story
p24
10
My Babiie
In a bold move to redefine the parentingexperience,MyBabiiehasrecently undergoneabrandupdatethatbreathesnew life into its range of products, reflecting the company’scommitmenttoinnovation,style, and functionality for modern parents.
Company Profile 14
Brother Sewing
Personalisation is fast becoming big business. Expand your business prospects and diversify your client base with Brother’s innovative range of semipro embroidery machines.
Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
p32
www.nurserytoday.co.uk
p28
ContentsJan.indd 1
12/01/2024 16:56
editor’s letter www.nurserytoday.co.uk | Instagram: nurserytoday | LinkedIn: Nursery Today
F
irstly, welcome to 2024! It’s quite hard to believe that yet another year has whizzed by – it literally felt as though if you blinked you missed it. What 2024 will bring is uncertain at the moment, it looks unlikely that the cost of living is going to drop or indeed that hostilities globally are showing signs of slowing down. However, on a positive footing (trying to keep that glass half full), what we do know is that babies will continue to be born together with the desire by parents for all the wonderful products available to accommodate their appetites for the latest desirable or on trend products. Let’s hope 2024 brings with it a baby boom! Talking of 2024, you will notice within this issue an article introducing Brother Sewing. With personalisation continuing to see a growth, perhaps this might be the time to take a look at how you can easily transform products to give a personal aspect and add a new arm to your business. As they state Personalisation continues to flourish – check out our article on Brother Sewing over on page 14.
4
within their article, custom gifts have never been so popular, with sales of personalised items having been predicted to increase by over £700million between 2022 and 2027. In short, there’s never been a better time for businesses to offer their clients or customers a range of personalised products – and with Brother’s comprehensive range of semi-pro embroidery machines, it’s also easier than ever before. Take time to turn to page 14 to read more. We also bring you a host of features this month, where we showcase products suitable for when travelling with baby (page 16), items that could be considered as essentials for baby (page 24), monitors (page 28), products that are either made or designed here in Britain (page 32) and lastly we also shine the light on items that can assist during the varying stages of pre and post birth (page 40). You will have also noticed that My Babiie are our Cover Star this month. In a bold move to redefine the parenting experience, My Babiie has recently undergone a brand update that breathes new life into its range of products, reflecting the company’s commitment to innovation, style, and functionality for modern parents. The refreshed brand identity encompasses a range of exciting changes, from aesthetics to enhanced features across their product lines. You can read more simply by turning to our Cover Story starting on page 10. On a slightly different topic, and looking to the future, can I also take this opportunity to highlight that we will be publishing our Eco Supplement again in March of this year. With many brands focussed on sustainability and eco credentials within their nursery product ranges, now is the time to contact Christine Contreras to discuss the various options available that you can be a part of within the next supplement. Simply email Christine on christine@lemapublishing.co.uk for further information. Naturally I would love to hear from retailers who are also focussing on products that have ecocredentials, or if you have decided to look more closely at your own business with regards to
carbon footprint – why not give me a ring on 07758 224258 or drop me an email at penny@lemapublishing.co.uk. On a final note, myself, Christine and the team here at Nursery Today would like to wish you all a happy and prosperous 2024!
My Babiie unveils exciting brand update over on page 10.
nursery today
Editors letter Jan.indd 1
12/01/2024 18:19
eco-friendly/sustainable products supplement March 2024 For marketing opportunities contact
Christine Contreras+44 (0) 7764 154350 | christine@lemapublishing.co.uk
VIEWPOINT The secret to unlocking success in 2024 Mitch Levene, Green Sheep Group’s COO discusses the importance of clear strategy and planning.
The babies’ bed market is arguably one of the most important in the industry and successful products in this market have the power to provide parents and babies with two of the most sought-after experiences, ‘happiness’ via awaking fresh, and also the reassurance of unrivalled ‘safety’. Here at Green Sheep Group, we are not only committed to delivering on both, but endeavour to provide an ever-improving experience to support retailer sales and consumer satisfaction. Thanks to innovation, thoughtful marketing and delivering advice as well as vitality, both Snüz and The Little Green Sheep have seen great success, but as I would advise to any business just because things are going well, never rest on your laurels. In fact, in the first quarter of 2024 we will unveil one of the biggest launches in the last ten years in the babies’ bed market since SnüzPod and Chicco Next2Me arrived. Given there has been a plethora of imitations, especially of the latter, it has given GSG the space to stand out with the highest quality, design and innovation, advertising, and good margins for retail. Product excellence is key but finding the right retailers that fit with your strategy is essential – there are certainly a few that strive for ‘growth mode’ and It’s great to partner with these, with both parties planning for a successful future. Securing a listing is just the first step, it is important to work with retailers to see mutually beneficial results, but it is a two-way street and it is not unheard of to face some challenges. Whether big or small retailers, seeing a clear plan is important. And unfortunately, there are those that seem paralysed to act and overcome challenges by planning for growth. This is said from a self-assured approach that is focused from a true growth mentality throughout GSG. Be mindful that whilst these are economically difficult times, retailers and suppliers need to plan upstream with clear strategies, initiatives, action plans and precise responsibilities and accountabilities. With this focus, GSG had a very rewarding second half to 2023, continuously growing in a baby care market that has declined. GSG is confident that 2024 will be even more successful, given the upweighted advertising, superb innovation, retail partnerships and continued international expansion. All underpinned via great people.
www.greensheepgroup.com 6
news Babbico appoints former
Mothercare PLC boss as CEO Female-founded brand Babbico has appointed former CEO of Mothercare PLC Dan Le Vesconte as CEO. Le Vesconte stepped down from his previous role as CEO of Mothercare in June 2023. Prior to Mothercare, Le Vesconte held senior roles at Abercrombie & Fitch as GVP Global Brands EMEA and Head of Global Corporate Development, Dr Martens as President EMEA, Wolverine Worldwide as Managing Director Europe and VF Corporation as VP/GM Vans and Reef EMEA. Dan Le Vesconte said “Laura & Laura are such inspiring founders who have already built a fantastic brand. I’m so excited to be joining them at this key time for the business as we move forward in securing incremental investment and continue to drive growth through our owned DTC channel as well as new and existing wholesale partners.” Laura Marsh, Co-Founder of Babbico, said: “We’re excited to welcome Dan to the team not only as our CEO but also as an investor. His extensive experience and expertise will play a significant role in the growth of the brand. As well as his outstanding retail and leadership experience, Dan brings complementary skills in both product and marketing, ideal support for ambitious start-up brands like Babbico.” Co-Founder Laura Storan also commented: “We’re energised and ready for this next stage of growth and to have Dan on board will form part of our brand DNA that will shape our team, fuel passion and propel Babbico to new heights.”
BTHA starts its 80th anniversary
year with a new look
The British Toy & Hobby Association (BTHA) celebrates its 80th anniversary during 2024 and marks the occasion with the launch of a modernised logo and branding to reflect the work of the association and the toy industry it represents today. The BTHA was established in 1944, then known as the British Toy Manufacturers’ Association, to promote and protect the interests of UK toy makers. 80 years on, the association continues on this mission, championing the interests of its members across a wide range of issues impacting the business of toys. When the BTHA was created it was important for the toy industry to speak with one voice to government through the association and this has strengthened the toy industry’s lobbying efforts over many decades. The work of the association is wide-ranging including advocacy work, organising The Toy Fair and other industry events, providing members with free guidance and training on changing regulations in the UK and EU, promoting the importance of play through the Make Time 2 Play campaign, recognising people, products, and companies through its established awards, and administering the toy industry’s charity The Toy Trust.
nursery today
News Jan.indd 1
12/01/2024 16:57
Effects of use and aging of child restraint systems
news
The purchase of second-hand or used child restraint systems (CRS) through the Internet is a common practice that has not stopped growing in recent years and that, furthermore, and unfortunately, can be carried out without official control, without advice professional and without warranty on the product. Consequently, it is possible to purchase products without instructions, incorrect assembly and even hygienic-sanitary problems. This well-known situation generates a debate around the possibility that these child restraint systems used do not work properly in the event of a traffic accident and the minor occupants of the vehicles are exposed to a high risk that directly affects their safety and consequently to health. To analyze the situation and provide possible solutions, the Spanish Alliance for Children’s Road Safety, AESVI, has carried out a scientific research report with the help of well-known experts such as Juan J. Alba from the department of mechanical engineering at the University of Zaragoza and Joan Forrellad, responsible crash test by Jane España and both members of AESVi. The study was carried out after acquiring ten second-hand child restraint systems through a random purchasing process, which have been examined by the same regulations with which they were approved, including verification of their behavior in the corresponding dynamic test of frontal impact. The results showed that none of the child restraint systems acquired could have been approved in their current conditions. Specifically, it was possible to verify a notable deterioration in the protection capacity against impact, generating situations of very high risk for the user. The design of new regulations is suggested that guarantees the safety and rights of the consumer. For further information please visit:
www.aesvi.es/wp-content/uploads/2023/10/Effects-of-Use-on-CRS.-AESVI_ENG.pdf
The Insights Family
set to take off
The Insights Family, a leader in kids, parents and family market intelligence whose clients include Amazon, Disney, Hasbro and Warner Bros. Discovery has announced its move to a larger Manchester city centre office and the launch of its first “Tier 2” market. The company’s new office is located on Balloon Street in Manchester city centre, and whilst the office will continue to be the company’s global HQ, the office will very much become the company’s campus for innovation, product development and will house the company’s expanding technology, research, data science and intelligence teams. Kids Insights Ireland and Parents Insights Ireland will become the companies first “Tier 2” products, which will provide clients with the most comprehensive and dynamic market intelligence on Irish kids, parents and families attitudes, behaviour and consumption. Though unlike its existing “Tier 1” product solutions, “Tier 2” products will provide clients with regular market intelligence which will update on a monthly basis, rather than in real-time. The company which provides market intelligence across 5 continents and 21 countries, currently surveys more 700,000 family members every year, and since its launch in 2017 has surveyed more than 2,300,000 family members. For more information on The Insights Family please visit: www. theinsightsfamily.com
Making life easier from
day one
Cheeky Rascals have a host of leading brands which are all available to order as we step into 2024! For example, the comforting Izmi baby wearing wrap, the quick and efficient Formula Pro Mini bottle prep machine, healthbeneficial Crane humidifier, the all-important hands-free Korbell nappy bin and the adaptable Ziza high chair are all total essential products, each helping to aid a harmonious journey into parenthood! For further information on the array of brands available, visit their website on the below.
Southern sales agents required for this timeless Nordic brand Bloomingville MINI presents a cute collection for the little ones in the family, offering a playful collection of aesthetic interior and toys in a timeless design. We already know the five words defining Bloomingville MINI: Nordic, Playful, Cozy, Aesthetic and Timeless. Bloomingville MINI is designed for children and their homes and we look forward to hearing from well connected sales agents desiring to represent us in the following counties:
Cornwall – Surrey – Essex Devon – West & East Sussex – Cambridgeshire Somerset – Buckinghamshire – Norfolk Dorset – London – Suffolk Wiltshire – Kent Hampshire – Bedfordshire Berkshire – Hertfordshire
You may contact us through our UK partner: Simon Pykett Country Manager Mobile: 07967 209156 | spy@bloomingville.com www.bloomingville.com/en/catalogs/mini-lookbook
www.cheekyrascals.co.uk
nursery today
News Jan (Paul Naish's conflicted copy 2024-01-12).indd 2
7
12/01/2024 17:45
news 14th Kids’ Time Expo promises to be even better
The upcoming 14th Kids’ Time Expo promises to be even better than the previous one, both in terms of space and the number of exhibitors. More companies keep joining us. The extensive list already includes stroller manufacturers; last year the stroller section saw slightly fewer exhibitors. This return makes us happy, because it makes the offer even more comprehensive and diverse and benefits our visitors – announces the expo manager, Aldona Matla.
A plethora of premieres and new products for the children’s industry at Targi Kielce
Hundreds of exhibitors will appear in Kielce on 21-23 February 2024; the exhibitors’ fellowship includes Polish and foreign producers of toys, clothes, stationery, and educational products. Pram and stroller companies are also preparing many new products and premieres; the upcoming expo will see much more of them compared to in recent years. In addition to entirely new models, the expo guests will also see refreshed colour versions and products equipped with completely new fabrics. Thousands of products on display and the best toys of 2023 among them – winners have been selected in the Toy of the Year plebiscite. Join the KIDS’ TIME and embark on your journey through the fascinating world of children’s innovations and practical articles for parents. For over a decade the event has attracted representatives of the children’s industry from all over the world. Now, KIDS’ TIME has advanced to be one of the most important meeting platforms. The beginning of each year has been marked as the meeting time in business calendars.
The Hosted Buyers program – a part of the international business space
The Kids’ Time expo is much more than the place to present the latest products. The Expos is a true global business platform where producers, distributors and entrepreneurs from the children’s sector from around the world meet to share knowledge, experiences and present the latest trends. The previous expo attracted over 4.5 thousand visitors from 44 countries. – Last year’s show witnessed the launch of a completely new Hosted Buyers program, which attracted several dozen foreign representatives of the children’s industry from countries such as Spain, Italy and the United Arab Emirates. Positive feedback was a clear signal to continue the program. The list of foreign guests who register for the following year’s program edition keeps growing almost every day – says the deputy fair manager, Katarzyna Wójcik. The program facilitates finding leads and valuable business relationships between foreign industry representatives and exhibitors who present a wide range of products.
Who will receive the next Kids’ Time Star statuettes?
An essential point of the Kids’ Time agenda – the prestigious Kids’ Time Star competition results are announced at the expo KIDS’ TIME is a perfect place to present toys and products for children and parents, to show strengths and competitive advantages. – The next competition will certainly feature interesting products aspiring to win this prestigious award. We are waiting for competition registrations until 5 February 2024 – adds event manager Aldona Matla. The 14th KIDS’ TIME is held from 21 to 23 February 2024 at Targi Kielce. All the most important information available on the event’s website www.kidstime.pl
8
University Games expands again with acquisition
University Games, has taken another big step on its educational sojourn by acquiring The Learning Journey International, an awardwinning maker of educational, sensory, active-play, electronic, and construction toys. JB and Debbie Frere, the founders of The Learning Journey, will continue to manage The Learning Journey, which is now a division of University Games. “This is our 14th acquisition and one of our biggest,” noted Bob Moog, President of University Games. “There are so many reasons why this is an ideal fit for University Games that I can’t name them all, but I’ll try—a strong team, great products, access to new retail customers, 29 years of proven success in making interactive educational toys, and the primary reason: The Learning Journey shares our commitment to making toys and games that improve kids’ lives by combining fun and learning. How could we resist a product line that includes STEM-based roller coasters, talking shape sorters, and gear-driven dino-bots?” JB Frere, co-founder and President of The Learning Journey International, added, “University Games has the broadest domestic distribution of any game company and subsidiaries in the UK and Australia, so our products will now help even more children around the world than ever before.” “One of the secrets of our success, although now it’s not a secret anymore, has been our ability to test products in our childcare centers,” said Debbie Frere, co-founder and CFO of The Learning Journey. “Having our own focus groups ensures that our new products are always kid-tested and kid-approved.” The Learning Journey will continue to be based in Phoenix, AZ.
www.ugames.com
Spin Master completes acquisition of Melissa & Doug
Spin Master have announced that it had completed its previously announced acquisition of U.S.-based Melissa & Doug, for $950 million. With a mission to ignite imagination and a sense of wonder in children, Melissa & Doug is a beloved brand that is sought after and trusted by parents and children alike and highly relevant for families seeking sustainable wooden toys and screen-free play. “This acquisition brings together two formidable leaders in the toy industry, both driven by a passion to create magical play experiences for children and inspire imaginations on a global scale,” said Max Rangel, Spin Master’s Global President and CEO. “By adding Melissa & Doug’s complementary product line to our existing toy portfolio we expand our capabilities in early childhood play and further bolster Spin Master’s leadership in the children’s entertainment industry. Our combined expertise, and the addition of Melissa & Doug’s high-quality, open-ended, creative and developmental toys, positions both Spin Master and Melissa & Doug to unlock further growth across new and existing channels and in markets globally.” The transaction expands Spin Master’s reach in specialty retail and e-commerce channels, and provides a recurring, evergreen product portfolio with a diverse revenue base and significant long-term growth opportunities. As part of the closing of the transaction, the parties have agreed to eliminate the additional contingent earnout consideration of up to $150 million, previously announced on October 11th.
nursery today
News Jan.indd 3
12/01/2024 16:58
Cover Story
My Babiie
New Year, New Look. My Babiie Unveils Exciting Brand Update: Elevating Parenting in Style
I
n a bold move to redefine the parenting experience, My Babiie has recently undergone a brand update that breathes new life into its range of products, reflecting the company’s commitment to innovation, style, and functionality for modern parents. The refreshed brand identity encompasses a range of exciting changes, from aesthetics to enhanced features across their product lines.
Visual Refresh:
The brand’s visual elements have been revitalised to resonate with the dynamic lifestyles of today’s parents. A contemporary colour palette, sleek design elements, and a refreshed logo contribute to a modern and vibrant brand image that mirrors the energy of young families.
Product Innovation:
My Babiie’s commitment to innovation is showcased in the upgraded features of their product range. Whether it’s the Travel Systems, iSize Car Seats, or Pushchairs, each product now boasts cutting-edge technology, ensuring the utmost safety and comfort for little ones while catering to the convenience needs of parents on the go. 10
MB500i - My Babiie’s most exquisite travel System The My Babiie MB500i iSize travel system is a luxurious and innovative 6 piece travel system designed to cater to the needs of both parents and babies. This travel system comes with a range of advanced features that make it a great option for parents who want to travel with their baby in style, comfort, and safety. At the heart of the MB500i is its commitment to safety. Adhering to the latest iSize regulations, the included car seat, suitable from birth to 13kg, ensures that baby is secure and protected during car journeys. With accompanying adapters and memory buttons, the car seat seamlessly integrates with the pushchair chassis, providing peace of mind and convenience for every parent. The MB500i includes a seat unit that is suitable from birth up to approximately 4 years, offering both parent-facing and world-facing travel. This feature ensures it adapts effortlessly to the varying stages of growing babies. Alongside the versatile seat unit, the MB500i comes with a
nursery today
Cover Story My Babiie.indd 1
12/01/2024 16:59
comfy and padded bassinet, suitable from birth to 6 months. Alike the car seat, the bassinet can be easily attached to the chassis, providing smooth transitions and a complete travel solution for parents, all without the need for additional purchases! Designed for diverse terrains, the MB500i features all-around suspension and puncture-proof tyres, with lockable front wheels ensuring stability. Whether navigating quaint cobbled streets or embarking on outdoor family adventures, parents can expect a smooth and controlled stroll. The MB500i features an expansive sun canopy with three adjustable positions, ensuring optimal protection from various weather conditions. Additionally, it includes a ventilation window at the back for added airflow, keeping little one cool during warmer days. The pushchair itself offers a comfortable and enjoyable ride, both for the baby and the parent. It’s designed with a telescopic push handle that can be adjusted to the perfect height, ensuring a smooth and effortless stroll. For added convenience, it includes a spacious, easily accessible enclosed shopping basket, making it simpler for parents to carry essentials while on the go. Updates to this Travel System for 2024 include extra ventilation on the bassinet, this allows baby to stay cooler in the summer months. Memory buttons have been added to the chassis, so removing the car seat, bassinet or pushchair seat is super easy and much more practical. An updated harness buckle has been included that is magnetic so securing children is now so much easier and quicker! The backrest has also been updated to make it height adjustable. This means the seat unit back can move up as the child grows. On top of this, additional suspension has been added to the frame so there is ultimate comfort whist travelling. The new brand logo and embellishments have been included at key touchpoint across the travel system, including some stylish embossing and some metal logo icon embellishments.
New Baby Bouncers for 2024
My Babiie’s new collection of Baby Bouncers are the perfect blend of comfort, playfulness, and natural
design. Crafted with a meticulous focus on creating a nurturing and engaging environment for little ones, these bouncers redefine the way babies relax and explore. Designed to seamlessly merge aesthetics with functionality, the wooden effect frame exudes a timeless charm that complements any home decor while providing a sturdy foundation for baby’s movements. The gentle bouncing motion offers both relaxation and entertainment, soothing baby while encouraging motor skill development. What sets this bouncer apart is its thoughtfully incorporated toy arm. Hung with two captivating and tactile toys, it transforms the bouncer into an interactive play space, stimulating baby’s senses and encouraging hand-eye coordination. Safety remains paramount. The harness system keeps baby secure during playtime or relaxation, while the materials used are free from harmful chemicals, ensuring a worry-free environment for little ones. Parents will experience the joy of watching their baby bounce, play, and discover with the My Babiie Baby Bouncer. The Baby Bouncer is available in three different designs; a soft pink with plaid detailing, a modern giraffe print and a cream.
My Babiie’s commitment to innovation is showcased in the upgraded features of their product range. Whether it’s the For further information please Travel Systems, iSize Car Seats, or contact info@mybabiie.com or Pushchairs, each product now boasts visit mybabiie.com cutting-edge technology, ensuring the utmost safety and comfort for little ones while catering to the convenience needs of parents on the go.
Community Engagement
The brand update extends beyond products, emphasising community engagement. My Babiie is fostering a sense of belonging among parents through social media campaigns, events, and partnerships that celebrate the diverse experiences of modern parenthood. My Babiie’s recent brand update is more than just a visual overhaul - it’s a testament to the brand’s dedication to providing young parents with the tools they need to navigate parenthood in style and with ease. As families evolve, so does My Babiie, ensuring it remains a trusted companion on the exciting journey of parenting. nursery today
Cover Story My Babiie.indd 2
11
12/01/2024 16:59
retailer opinion This month Nursery Today caught up with Listers Baby Shop’s Store Manager/ BuyerTerri Hall and Jolly Tots Managing Director, Lorretta Owen to find out their thoughts on the year ahead.
Terri Hall
LISTERS BABY SHOP 2024 has arrived! What are your overall hopes for the year ahead?
To continue to grow our business! I have some exciting new brands coming and will also be concentrating on growing my existing brands that have supported us over the years. We are the market leader in the area and have been for a considerable time.
Taking a quick look back at 2023 – did you have any specific highlight moment or trending product?
We had lots of exciting things happen in 2023! We are now a Mamas & Papas Platinum Store which was extremely exciting, this enabled us to get brand new stands and lots of newness in store. We are also a BabyStyle flagship store with a huge, mind blowing, stunning new stand. Maxi Cosi have also invested with a brand new, take your breath away stand and an outside feature. We have also introduced lots of new furniture ranges for our upstairs furniture department. These changes have made our showroom very modern and comfortable to shop within. We’ve had lovely feedback from our customers. They love the way the store looks and the quality of the products we sell and the fantastic variety of choice we offer.
Do you feel this year will present any challenges for the business?
Online retailers are our biggest challenge as the discounts can be unbelievable. Last year I had to have a good look and who was supporting our bricks and mortar store and concentrate on those.
12
Will you be looking to onboard any new brands this year or perhaps adding any additional product categories that you feel will be of interest to your customers?
I have a brand new supplier starting with us this year which does a range of wheeled goods amongst other things which I am very excited about.
Are you looking to alter any aspect of your business during 2024?
We are looking into more warehouse space as we continue to grow and have some exclusive in store discount events to plan.
What about online, are you looking to make any further investment into this arm of your business or perhaps increase your activity and presence on social media?
We will be working closely with a young lady who is a whizz at social media. We intend to invest into that and online presence. We will also be looking into an advertisement strategy.
Do you envisage any changes to consumer buying behaviour this year?
Customers still want to come to a store. We’ve had lots of customers say that our warm, professional service together with having a place to come to is a priority to buy everything they need for their babies.
nursery today
Retailer Opinion.indd 1
12/01/2024 17:00
Lorretta Owen
MANAGING DIRECTOR, JOLLY TOTS 2024 has arrived! What are your overall hopes for the year ahead?
We are hoping to sell lots of stock! Joking to one side, we hope to continue adding more brands to our stock list and to finally have a stable work force. We had lots of pregnant staff in 2023 and while we are thrilled for them we would like a little less pressure in 2024. We want to continue to grow as a company and welcome even more customers through the doors of our Birmingham and Evesham showroom and to continue selling quality baby goods for everyone’s budget, which we’ve been doing since 1990.
Taking a quick look back at 2023 – did you have any specific highlight moment or trending product?
in the two stores is crazy. There are still brands that I would like to bring to the Evesham store that I know would perform amazingly. Nuna is a fantastic seller in both stores. We have had lovely new Nuna and Joie stands installed in the Evesham store. We have also been the first in the country to have a Graco stand. They look brilliant. These three brands cover something for everyone’s budget.
The HUGE highlight for us of 2023 is most certainly the opening of our new warehouse in Evesham. It took an enormous amount of energy and dedication most of which we can thank my Dad Steve Owen for. It has taken some adjustment having the two stores but we feel that we have now found our feet and that this was just the beginning for us as a company.
What about online, are you looking to make any further investment into this arm of your business or perhaps increase your activity and presence on social media?
Do you feel this year will present any challenges for the business?
Do you envisage any changes to consumer buying behaviour this year?
2023 was the biggest learning curve for us as a business and I’m sure that 2024 isn’t going to be any different. We feel that the consumer is returning back to the showroom more than before. We are finding that weekends in particular are busier than ever with demonstrations etc. We are just against it with the “googling for a better price”. I think this will always be a challenge in retail and I’m expecting 2024 to be no different. We have to remain positive and continue to provide excellent customer service and aftercare support.
Will you be looking to onboard any new brands this year or perhaps adding any additional product categories that you feel will be of interest to your customers?
I’m always looking out for new brands. The difference in customers preferences
We have a very good social media following of nearly 100k which we have worked very hard with. We also share videos on TikTok etc.
Like I said previously I do think that the consumer is moving back to the stores. It’s then just our job to get them to buy once there rather than online. They see it as a family affair and often as a day out. We regularly see several generations visiting together.
Finally, do you have any news on the horizon that you would like to share?
Our AMAZING managers at the Birmingham store Dave and Rachel Williams have just welcomed theirJolly Baby Caven into the world. We couldn’t be any more proud of them. This is something that they have dreamed of for years. His a little beautie.
nursery today
Retailer Opinion.indd 2
13
12/01/2024 17:01
Focus PERSONALISATION
New Year, New Opportunities Expand your business prospects and diversify your client base with Brother’s innovative range of semi-pro embroidery machines
W
ith the desire for bespoke products growing and a nationwide shift to appreciate all things handmade, creative business is booming in the UK. Each year, the craft industry is estimated to contribute over £3billion to the country’s economy, and the childrenswear, baby, and gift industries are also on the rise. Custom gifts have never been so popular, with sales of personalised items predicted to increase by over £700million between 2022 and 2027. In short, there’s never been a better time for businesses to offer their clients a range of personalised products – and with Brother’s comprehensive range of semi-pro embroidery machines, it’s also easier than ever before.
Brother sewing machines have long been a trusted companion to hobbyists and business owners alike, with over a century of expertise and a commitment to innovation, quality, and pushing the boundaries of what can be created with a humble needle and thread. From beginner-friendly models to high-performance
As the calendar turns its page to the new year, business owners all over the UK are looking for new and exciting ways to expand their product range, attract new clients, and make sure that what they’re offering stands out from the crowd. workhorses, each Brother machine is built upon more than 100 years of research and development. Whatever stage of growth a business may be at – from a single sewist working at their kitchen table, to a thriving hub with multiple makers – there’s a Brother machine to match. As the calendar turns its page to the new year, business owners all over the UK are looking for new and exciting ways to expand their product range, attract new clients, and make sure that what they’re offering stands out from the crowd. With
14
nursery today
BrotherSewing.indd 1
12/01/2024 17:02
“I absolutely love putting together my Baby Bear gift boxes, which contain a variety of different personalised baby items such as blankets, onesies, and towels in a keepsake box. They’re so special and they really mean something to the people who receive them – I’ve had such lovely feedback about them.” Laura Black, Black Bear Designs the help of Brother’s semi-professional embroidery range – including the single needle PR1, the six needle PR680W, and the incredible 10-needle PR1055X – personalised products are easier than ever to produce, and sure to be a crowd pleaser. Modern customers have clear ideas of what they want to buy, and they expect to receive it quickly. Businesses that offer an in-house embroidery service stand out above their competitors as fast, flexible, one-stop shops for all their customers’ needs. Whether it’s a cosy baby blanket adorned with a child’s name, a newborn onesie bearing a whimsical animal design, or a soft toy with a heartfelt message stitched in a favourite font, custom-made baby and child creations resonate deeply with customers, adding an extra layer of love to an already heartfelt gift and increasing both creativity, and profits, for the new year. Many of these presents will go on to become well-loved heirlooms. They’ll be kept and cherished for years to come, and all the more special for being a one-of-a-kind, bespoke creation. This emotional connection not only deepens the recipient’s appreciation of the product but fosters brand loyalty and transforms a business from just another shop, to a creator of something really special.
But what is it about Brother machines that sets them apart from other brands?
to one business owner to find out why she chose to use Brother machines for her business. “I absolutely love putting together my Baby Bear gift boxes, which contain a variety of different personalised baby items such as blankets, onesies, and towels in a keepsake box. They’re so special and they really mean something to the people who receive them – I’ve had such lovely feedback about them. I create my personalised baby gifts using my trusty Brother PR1000E, as well as a six needle Brother machine, and one from another brand. Though I’m so used to the Brother machines that I can’t quite fall in love with the third one as much!” - Laura Black of Black Bear Designs, @blackbear.designs on Instagram For further information visit:
www.sewingcraft.brother.eu
Beyond the ease of customisation and the scope of creative opportunities they provide, Brother’s machines can elevate the quality of a designer’s work, ensuring that each stitch is a testament to the dedication and passion invested into the business. Each machine comes pre-loaded with a huge array of embroidery patterns, fonts, and monograms, meaning it’s easier than ever to get to work straight out of the box. On average, new staff master basic usage in just 1.5 hours. We spoke nursery today
BrotherSewing.indd 2
15
12/01/2024 17:02
Feature TRAVELLING
Smart way
to travel
Traveling with infants presents a unique set of challenges for parents, making nursery products an indispensable asset in their journey.
W
hether embarking on a day out, an international holiday, or a staycation, parents seek products that ensure convenience, safety, and comfort for their little ones while away from home. Parents are discerning consumers when it comes to choosing nursery products for travel. Portability ranks high on their checklist. Compact, lightweight, and easily packable items that don’t compromise functionality are highly sought after. Versatile products that serve multiple purposes, such as convertible travel cots or pushchairs that are lightweight and compact are particularly appealing to parents on the go. Safety is non-negotiable. From car seats that meet stringent safety standards to durable strollers with secure harness systems, parents prioritise products that guarantee
their child’s wellbeing. Easy installation and adherence to travel regulations can also add significant value for jet-setting families. Stocking travel-friendly nursery products offers a multitude of advantages for retailers. Diversifying product offerings with a focus on travel-friendly items not only caters to a niche market but can also expand your customer base. Positioning yourself as a go-to destination for travel-friendly nursery products can enhance a your reputation as a knowledgeable and customer-centric establishment. This positioning can lead to higher sales, repeat business, and positive word-of-mouth referrals within the parenting community. We highlight a variety of products that are available to order that perfectly compliment this category
Gold Glory for Travel N Care
Stroller
Compact and Light Hauck Travel Pushchair Shines with Mother & Baby Gold Award
16
T
he Travel N Care stroller clinches the esteemed Mother & Baby Gold Award for Best Lightweight Buggy/Stroller, cementing its position as the go-to choice for discerning parents. With its user-friendly one-hand folding mechanism and a practical shoulder strap for easy transport, this pushchair is characterised by both its design and functionality. Its robust aluminium frame supports a weight of up to 25 kg, complemented by a self-locking transport feature for hassle-free travel. Boasting 4-way shock-absorbing suspension and 360-degree swivelling front wheels, it ensures a blend of comfort and safety. The stroller’s compact fold, coupled with a low-maintenance, easy-to-clean seat cover, adds to its practical allure. With a sun canopy providing UV protection 50+ and thoughtful accessories like a spacious basket, seat padding, and rain cover, the Travel N Care emerges as the perfect companion for parents prioritizing comfort and flexibility.
info@hauckuk.com www.hauck.de/en
nursery today
Feature Travelling.indd 1
12/01/2024 17:04
Feature TRAVELLING
Designed for life Room to go!
on the go
New model, new colour and new features - meet Doona i. Doona i has all the great features and functionality Doona is known and is R129 certified, making it the ultimate solution for parents on the go. From running errands to travelling by car, train, or plane, Doona i is a must-have for parents exploring the world with their little one. With its UPF 50+ sun protection and water-repellent canopy their child will be comfortable in all climates. Plus, the Doona i Car Seat & Stroller is FAA and aircraft approved for travel.
sales@cuddleco.co.uk
Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new roomie go from Joie.
This easy to fold, bedside sleeper is a portable powerhouse that will let parents and little ones sleep safely, side by side, without sharing a bed. What sets roomie go aside from similar bedside cribs is the quick and easy fold that packs up conveniently into one tiny package. Compact and lightweight, roomie go is your perfect travel partner that is easy to carry and tucks away into small boots and cupboards. Roomie go also comes with a comfortably cushioned, yet firm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby.
uksales@joiebaby.com www.joiebaby.com
Lightweight option,
maximum function Parcel is the newest stroller on the block, from Joie Signature, and means no more heaving and hefting – weighing in at just 6.9kg, this welterweight wonder is designed to roll for years and is effortless to lift and store.
Made for when hands are full and storage is limited, parcel will quickly fold making it perfect for tucking in small spaces or carrying on public transport. The extended usage lets you think long term, giving growing travellers a comfy seat all the way up to 22kg. With 3 ways to roll in one, incorporating carry cot, infant carrier and world facing modes, this is the only stroller you’ll need for the years of adventures ahead. With 4 recline options, parcel has the perfect position for little one, whether they want to lie flat and sleep, kick back and relax or sit up and take in the sights, you can fine tune the seat to meet their needs.
uksales@joiebaby.com www.joiebaby.com
18
nursery today
Feature Travelling.indd 2
12/01/2024 17:04
one sweet ride litetrax™ pro 3in1 pushchair
see all my features
For more information and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com
Share the joy at joiebaby.com
Feature TRAVELLING
Travel solutions from Red Kite Travelling whether for holidays or visiting friends and family can be hard work without the right planning and equipment. The Red Kite Sleeptights and Dreamer Bedside Travel Cribs provide an ideal sleeping solution with the easy to assemble travel cots that can be carried and stored away when not in use. Red Kite also have a range of travel accessories to help make light work of travelling with baby such as the award winning Ara Carrier, amazing value Travel Booster, practical On the Go Changing Mat, Harness & Reins, the Snuggo padded pram insert and some brilliant footmuffs for those chillier days.
Tel: 01454 326555 | sales@redkitebaby.com
Award winning
swimwear
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 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 10 beautiful prints for babies up to 3 years.
Pivoting protector
Meet i-Spin 360, a 360o pivoting protector that spins rearward, forward and everywhere in between. Now featuring i-Size security, plus Guard Surround Safety and Smart Ride lock off for built in safety and peace of mind. Turning baby towards you just got so much simpler with the Simple Swivel, the one hand turning activator positioned right where you naturally reach. The powerfully protective Guard Surround Safety panels auto-engage when the harness is tightened, to surround baby with ultimate safety. Ready to rotate - Smart Ride lock off offers smarter security, helping to keep baby rearward until it’s time to transition forwards.
uksales@joiebaby.com www.joiebaby.com
www.splashabout.com
20
nursery today
Feature Travelling.indd 3
12/01/2024 17:05
Compact travel The Maxi-Cosi Nomad Plus is a light, fold-up, and compact car seat solution to ensure safety when travelling, wherever you go.
The 4.26kg seat can be seamlessly installed into any car within 30 seconds through belt installation and has an integrated handle and water-repellent travel bag making it easy to carry. This car seat has an adjustable headrest and is made from super soft 100% recycled Eco Care fabrics with extra-comfy padding, reinforced Side Impact Protection, and a 5-point safety harness. All these features ensure a secure and snug experience for children aged from 15 months up to 4 years.
www.maxi-cosi.co.uk
Versatile pushchair Part of the award winning trax family, the versatrax is perhaps the most versatile of the Joie pushchairs.
Game changing
stroller
Graco’s Myavo is a game-changing stroller at a fantastic high street RRP of £130. At just 5.8kg, Myavo is one of the lightest compact strollers on the market. And its one-hand, one-second fold, is Graco’s first automatic, stand-alone fold, making it perfect for modern families on the go. Myavo is available in a range of on-trend colours, all with a knitted canopy and quilted seat fabric for a luxurious look and feel.
uksales@allisonbaby.co.uk www.gracobaby.eu/uk
Feature Travelling.indd 4
Combining stylish design and functional features, the versatrax is ideal for new parents wanting to create the perfect travel system. Suitable from birth to 22kg, the versatrax is a stylish pushchair in every mode imaginable, offering both rearward and forward-facing options as well as pairing with the super lightweight ramble XL carry cot, available separately. The versatrax is also compatible with a wide range of Joie infant carriers including the i-Snug 2 allowing you to create a complete travel system for little one. Suitable from birth to 75cm, i-Snug 2 boasts the Joie Tri-Protect headrest with three layers of foam including the patented Intelli-Fit memory foam in the infant pillow to ensure and safe and secure ride for baby.
uksales@joiebaby.com www.joiebaby.com
12/01/2024 17:05
nursery matters JOHN BARKER
Barking
Mad
Pramland’s John Barker is taking a look back at trade during December 2023, which historically produces great results in the final week… Not last year. Here John runs us through his own experience.
H
ello one and all and welcome to 2024! I hope you all had a nice Christmas and New Year and Santa was kind to you all. In addition to that I hope you had a nice little bit of time away from your stores to spend with family. On a personal level I had a fabulous December, I ate too much, drank far too much and generally just chilled away from the store, it was greatly needed. Unfortunately, all this fun and relaxation must come to an end. I thought this month I’d have a look back on December as a trading month, a month that anyone that’s working in the industry for a while will more than likely tell you is the worse month of the year. Historically December is, and I’m sure you’ll echo this our quietest month overall. The month however is split in to two very distinct halves, separated by the Christmas holidays. Trade up to the Christmas break slowly falls off as the big day gets closer and closer. We all expect it and it doesn’t come as a surprise at all, however it never feels this way does it? Far too many nights I went home like a bear with a sore head and poor Mrs B took the brunt. Looking back the funny 22
thing is it was her that kept reminding me “it’s Christmas, it does this every year!”. After a few days eating turkey and gorging on enough chocolate to give half the population of the UK diabetes it’s time to open up shop again. The week between Christmas and New Year has always been the best week of the year for us. I don’t think it’s because of any special reason to be honest, I think it’s simply a case of us catching up on a slower first half of December. It’s a week we always look forward to and one that always delivers. . . but not in 2023. I’ve spoken to a number of stores and the general sentiment would appear to be that what is historically a fantastic week turned out to be a little underwhelming, with most stores saying they ended December down on 2022. This was certainly the case for us and I have to admit it was somewhat deflating. As the dust has settled and I’ve had chance to evaluate the entire Christmas period it’s highlighted a few things for me. Firstly, we actually did fairly well in terms of the amount and value of the orders we took. This is encouraging as it demonstrates
john@pramland.co.uk We don ’t count foot fall and we don ’t have a clever doo r tha t keep s trac k but between my self and the tea m we kno w wh at foot fall is like . Du ring the Ch rist ma s period foot fall wa s dow n, and dow n by a goo d num ber. customers are still out there shopping. In fact, our average order value was ever so slightly up on Dec 2022. On the flip side customers placed far smaller deposits. Last year our average customer placed a 35% deposit when ordering in Dec 2022, this year 12%! This obviously has a significant impact on the total at the end of the week. It also goes some way towards bringing a smile to my face. Ok, so we’ve taken less money during the course of the month due to these greatly reduced deposits, but this means we have more funds due to us over the coming weeks and months. I know we retailers are never happy! We all want everyone to pay fully upfront for us to deliver later and we still expect them to pay
again – unfortunately you only get the money once. . . the key is that you are at least getting it! We don’t count footfall and we don’t have a clever door that keeps track but between myself and the team we know what footfall is like. During the Christmas period footfall was down, and down by a good number. Footfall was, in general down across the entire month, however what was also apparent was the divide in the different attitudes of those that visited. Of the reduced number of visitors half came to purchase, many of them because they’d delayed and many of them because they just wanted help and a good deal. The other half can only be described as time wasters!
nursery today
Barking Mad.indd 1
12/01/2024 17:07
Parents to be due in a matter of weeks looking for a bargain with absolutely no means of paying for an order. Very frustrating. And to compound everyone’s misery during the quieter times the usual online pricing happened. We saw a fair bit and I was seeing regular posts on various retailer groups all highlighting the issue of excessive price reductions. After spending about an hour with a couple, demonstrating a pram and doing what the job involves I was confronted with what I can only describe as a suicidal price! Between this particular website’s “winter sale” price and the extra discount code at the checkout it totalled a staggering 22% OFF the RRP! When you considered the brand involved already has a low, sub 30% margin I worked for next to nothing. When will brands stop this? We retail stores are desperate for your support – we need to be able to earn! If you can’t control the price, control the supply. Work with stores that will respect your brand, your values and your pricing. If that doesn’t happen cut
ties – simple as that. Play the long game and stop being so short sighted. How in demand do you really think your product will be if 80% of your 150 retail stores suddenly delist you because they are fed up of not being able to earn a living. As I mentioned in a previous article, I dropped a few brands last year due to a number of issues – mainly price and margin related. Guess what? I haven’t missed them one bit! I encourage each and everyone of you to sit down and think. Are the brands you are supporting so avidly supporting you? This year is set to be a struggle and I for one have decided I want to be in the sea and trying to keep my head above the water with brands that will help me stay afloat. Come on people SELL! Just because they come in the store and ask for a stroller some Z lister has been seen with once doesn’t mean you can’t sell them something else, something you can earn from. On that note I will bid you farewell for now, I wish all of you every successful for 2024 – it’s going to be one hell of a ride!
We retail stores are desperate for your support – we need to be able to earn! If you can’t control the price, control the supply. Work with stores that will respect your brand, your values and your pricing.
Doona i
&DU 6HDW 6WUROOHU
R129 Certified The latest safety regulation for child car seats.
New Handle Design Longer handle with a faux leather cover.
Velcro Shoulder Pads Shoulder pads connect to the bottom of the headrest, so it’s easier to put baby in.
Adjustable Headrest To accommodate your child’s growth.
Integrated 5 Point Harness Connects to the adjustable headrest and allows for easy height adjustment without re-threading.
Distributed by
'RRQDB17B+DOIB3DJHB$GB [ PPB-DQXDU\ LQGG
Barking Mad.indd 2
Now available to order sales@cuddleco.co.uk
nursery today
23
12/01/2024 17:07
feature ESSENTIALS
Essentially
yours
In the dynamic world of nursery retail, catering to the evolving needs of parents is paramount for sustained success.
U
nderstanding the products that parents consider indispensable for their newborns can be a game-changer for nursery retailers seeking to enhance their offerings and boost customer satisfaction. Among the must-have baby essentials, products like convertible cots, from birth travel systems, and multifunctional car seats top the list. These versatile items resonate with parents due to their long-term usability and adaptability, aligning seamlessly with the modern parenting ethos. Convertible cots, for instance, evolve with the child, transforming from a crib to a toddler bed and beyond, providing lasting value for parents. Essentials that are also often purchased pre-birth are bottles, bottle cleaners, bibs, pacifiers, swaddles, bedding and many more items! Nursery retailers benefit significantly by stocking such products. The demand for these essentials remains consistently high, ensuring a steady stream of customers. Creating curated bundles or package deals that include multiple essentials can entice parents to make comprehensive purchases, boosting average transaction values for retailers. Additionally, offering expert advice on assembling the perfect set of essentials can establish you, the retailer, as a trusted partner in the parenting journey, fostering customer loyalty. Innovation in baby products is another area that captivates parents. Smart nursery devices, such as baby monitors with advanced features like temperature sensing and two-way communication, represent a burgeoning market. Retailers staying ahead of the curve by integrating cutting-edge technology into their product line-up can tap into the growing tech-savvy parenting demographic, gaining a competitive edge in the market. Furthermore, eco-friendly and sustainable baby products are gaining traction among environmentally conscious parents. Stocking items made from organic materials or featuring recyclable components not only meets the demand for sustainable options but can also position your business as socially responsible, appealing to a broader customer base.
Bottle cleaning
is a breeze The Baby Brezza Bottle Washer offers parents a convenient and efficient solution for cleaning baby bottles.
With its user-friendly design, this innovative appliance streamlines the often time-consuming task of bottle cleaning. The machine’s powerful yet gentle jets thoroughly cleans, sterlises and dries baby bottles, removing stubborn residue and ensuring a hygienic environment for infants. Its intuitive controls make operation a breeze. The Baby Brezza Bottle Washer represents a modern approach to parenting, prioritising both cleanliness and convenience. Parents can trust this device to simplify their daily routine, providing peace of mind and a spotless feeding experience for their little ones. Find out more by emailing the below.
sales@cheekyrascals.co.uk
One hand rotation The Pebble 360 Pro, part of Maxi-Cosi’s 360 Pro Family range, offers safe, comfortable, and convenient travel from day one, especially when used with the FamilyFix 360 Pro base.
This base is the first and only product of its kind that boasts one-hand rotation and slides toward the parents out of the car. The Maxi-Cosi Pebble 360 Pro has three recline positions, including a lie-flat feature, and is approved for use on aircraft with TÜV certification, making it the perfect car seat for air travel. In terms of safety, this seat conforms to the highest i-Size safety regulations, has G-CELL Side Impact Technology, and ClimaFlow for temperature regulation.
www.maxi-cosi.co.uk
24
nursery today
feature Essentials.indd 1
12/01/2024 17:09
100mm
138mm RRP
£199
feature ESSENTIALS
Rest easy Roomie Glide gives that side-by-side closeness without the worry, so new parents can rest easily with their newborn bundle safely in arms reach for easy feeding and soothing.
Soothing comfort
MAM Comfort Silicone Soothers are designed specifically for new born and premature babies. MAM exclusively supplies a Preemie range to hospitals only, to support the needs of Premature babies. Comfort Soothers have been developed alongside leading paediatricians, nurses and speech therapists, to support the needs of newborns with maximum safety in mind. MAM Comfort is made entirely from 100% high quality silicone, which is hygienic and easy to clean. The carefully designed Soother is extremely lightweight; and features an extra small orthodontic teat which supports babies natural sucking behaviour. Thanks to MAM’s Skinsoft Teat symmetrical shape, it is easily accepted by babies with a proud 94% acceptance rate.* Comfort Soothers come in a convenient travel and steriliser case, which self-sterilises in only 3 minutes, making it easier to keep your soothers clean whilst on the go. *Market Research 2010-2013, tested with 1,588 babies.
With its lightweight aluminium frame roomie glide features a simple to use sliding side panel that lifts and lowers easily with just one hand, helping you to answer those midnight wake up calls smoothly – even if you are half asleep. Soothing your little one in the night is child’s play with the gentle gliding motions of roomie glide – and when they are settled, simply secure the glide into place with the one touch lock. Roomie Glide also has a soothing tummy tilt to help little one comfortably digest their bedtime snack.
uksales@joiebaby.com www.joiebaby.com
Stylish co-sleeper Maxi-Cosi clearly understands the needs of parents and babies with this premium super soft and stylish co-sleeper, designed to keep babies close to strengthen emotional bonds. The Iora Air offers a sumptuous extra-thick mattress ensuring optimum comfort for newborns up to the age of six months. It comes with a rocking function to ease bedtime battles and soothe babies to sleep. This product also ticks the planet-friendly box as it is made with 100% recycled fabrics, including a breathable mesh that surrounds the crib to maximise air circulation. A sizable basket underneath provides a handy storage solution.
www.maxi-cosi.co.uk
sanamsangha@mamuk.com www.mambaby.com
Take your first steps
in style with Aylo
The Aylo Crème Caramel Stroller makes travelling easier from day one. Suitable from birth until 4 years with a 3 position seat recline, Aylo keeps baby snug and comfy while parents stroll in style. This special-edition model was unveiled at Harrogate last year and we can’t wait to see it hit the stores and online. With a stunning taupe fabric, brushed gold accents and a matt black chassis, this new addition from Junior Jones has already secured major style points. Along with an updated look, Aylo Crème Caramel has an improved ergonomically shaped head hugger, which offers increased comfort for baby.
sales@cuddleco.co.uk 26
nursery today
feature Essentials.indd 2
12/01/2024 17:09
Travelling
light
The the savvy lite, a three in one baby carrier offers little one optimal support and a change of scenery, all while keeping them close.
Featuring autoclick magnetic buckles on the shoulder straps allows for savvy lite to be put on easily and for the straps to be adjusted by the wearer without any arm twisting or needing an extra set of hands. The supper supportive backstrap helps to lighten the load by distributing the weight evenly and adjusts easily for a finetuned fit.
uksales@joiebaby.com
Essentially Red Kite
Red Kite has all the essential equipment needed ready for when baby arrives, including a wide range of award winning Sleeptight Travel Cots and their amazing value bedside cribs.
The Cosy Sleep Bedside Crib is a chic looking bedside crib with all the functions and safety features for safe co sleeping for new born babies. Also check out the Baya Bouncers which can be used from newborn and will soothe baby when fractious or just wanted to take in their new world. Self-rocking and well padded, the Baya Bouncer has various height settings and fold flat for storage which is a massive bonus.
Tel: 01454 326555 sales@redkitebaby.com
Natural sleep Soothing motion The Little Green Sheep Sleeping bags are a must for families looking for a naturally super soft option for bedtime.
Created with 100% organic brushed cotton, every Little Green Sheep sleeping bag is ideal for baby’s delicate skin and promises a truly luxurious sleeping environment. The much-loved range of organic sleeping bags are available in a selection of natural tones and delicate prints, 1.0 and 2.5 tog options with a comfortable quilted design. Under arm poppers create the perfect snug fit for baby and a side zip for easy nappy changes. These sleeping bags are naturally brilliant, creating the perfect environment for sleep that is free from all nasties!
Tel: 01789 734022 trade@greensheepgroup.com www.thelittlegreensheep.co.uk
feature Essentials.indd 3
Sansa 2in1 is a multi-motion soother that sways side to side, glides front to back, or combines both! This soother comes all inclusive with a 3 position recline, 5 classic lullabies, 5 nature sounds and dual vibration settings. Sansa 2in1 offers a multi-motion ride so little ones can glide the day away with the front to back or side to side seat – with a simple twist, turn and transition to a whole new move. The lightweight, lift-off seat doubles as a portable rocker when used off the frame for even more soothing options as little ones grow. The seat also turns 90 degrees on the frame to change the direction of all motions, for endless relaxing combinations. The compact design has been created for smaller spaces making this soother one of the smallest multi-motion options available whether swaying or rocking and can be A/C power adapter or battery operated.
uksales@joiebaby.com www.joiebaby.com
12/01/2024 17:10
feature MONITORS
COFFEE BREAK
Nursery Today caught up with VTech’s Joel Lucy to find out his thoughts on the dynamic world of baby monitors. With continued innovation and advancements in technology, what do you feel are the main features that parents now look for when making their selection?
Whilst there have a number of advancements in technology with baby monitors, including smart monitors which enable you to view baby via an app when in a separate location to them, the fundamental key features haven’t changed for some time.
Features Pan/Tilt/Zoom: This is where the user can control the movement and position of the camera from another room or location using controls on the parent unit or mobile device (if internet enabled). Pan refers to horizontal movement of the lens where tilting describes vertical movement, which enables you to view baby if they have moved down the cot or in a different part of the room as they move from a cot to bed as a toddler. Zoom simply refers to the ability to increase the image size of baby if the camera is positioned a distance away from them. Temperature sensor: This tells you the temperature of your baby’s room and is a useful feature if you are particularly worried about your baby overheating. Night-light on the baby unit: Provides a comforting glow to your baby’s bedroom, VTech have a model that come with light projection out of the top called the VM5463 monitor. There are many other features, but these tend to be the ones we find most people value most.
Talking of technology, are parents concerned about how data is managed when using monitors – are they looking for a level of assurance when we consider security of information stored via apps, etc.?
It’s not an issue that is often voiced to me directly, but I am sure that all consumers would want to know that any web enabled device or an on-line service they use has the highest levels of security to protect their data, this also includes things like photo’s and video’s. VTech and LeapFrog take this extremely seriously, sadly not the case with many of the non-brands available on the market. The UK is introducing a new law that takes effect 29th April 2024, Product Security & Telecommunications Infrastructure (PSTI) Act for Smart & Connected Products, whereby all manufacturers of web enabled devices have to prove full compliance and display this on retail packaging and on-line or be withdrawn from sale. The strict criteria to meet with compliance will see only products with the highest level of security in the UK market post this date.
How important are brand names or monitors that have award winning status within this product category. Does this help drive sales?
Brand recognition and trust is everything when it comes to monitors, the same could be said for all baby related products. If you search for monitors on-line and alongside the main market players, you will find a multitude of non-brands where you can never be sure about who they are, the quality and reliability and even security when it comes to smart / connected wi-fi enabled products. Our clients of VTech and LeapFrog take all of these standards extremely seriously and the abundance of industry awards is testament to this.
With the continued cost of living situation is price a consideration? If so, do you feel that consumers are prepared to purchase a monitor with lesser features?
When we go through tough economic periods, you generally see a reduction in consumer spend, although baby products sector is slightly more resilient as people continue to have babies, thus meaning certain purchases will have to be made. Additionally; the current generation of consumer looking to make a monitor purchase, is someone that is very tech savvy, wants the same level of technology that they already use in their general life, including smart enabled devices, apps, etc, to assist them monitor baby and its environment, VTech and LeapFrog is seeing continued growth in higher ticket and feature lead monitors.
Finally, what do you feel are the main benefits to retailers who stock products within this category?
In this highly competitive consumer space, with time precious consumers, it is imperative to make the whole shopping experience as easy as possible, this can be achieved by offering a ‘one stop shop’, whereby you range brands and products covering all of the key baby/nursery product categories that new parents-to-be will need, which should 100% include monitors 28
Visual impact Monitors continue to evolve and are considered not only a must-have by consumers, and due to demand can also be considered as establishing themselves as a must-have for nursery retailers.
I
n the dynamic world of parenting, staying abreast of technological advancements is crucial, and baby monitors have undergone a remarkable transformation over recent years. As technology continues to enhance the parenting experience, nursery retailers can find themselves at the forefront, benefiting from the latest innovations and the demand by parents and caregivers. Brand names play a pivotal role in this landscape. Trusted and recognised brands not only offer cutting-edge technology but also instill confidence in parents. As the demand for reliable and feature-rich baby monitors rises, stocking reputable brands positions nursery retailers as go-to destinations for tech-savvy parents seeking peace of mind. The contemporary baby monitor market boasts features such as real-time video streaming and advanced sensors. These innovations not only cater to the safety concerns of parents but also align with their modern lifestyle, providing convenience and connectivity. By offering a diverse range of baby monitors, nursery retailers can tap into a broader customer base. Parents, now more than ever, seek personalised solutions that cater to their unique needs. From compact audio monitors for on-the-go parents to high-tech video monitors with app integration, stocking a variety of options ensures retailers cater to a diverse clientele. In an era where online reviews heavily influence purchasing decisions, having a well-curated selection of baby monitors can position nursery retailers as reliable sources of information. Positive customer experiences also amplify brand reputation, leading to increased foot traffic and visits to websites.
Tracking baby’s movements
Nanit’s award-winning, cutting-edge Pro Camera tracks baby’s movements. The Nanit Pro Camera delivers parents a crystal-clear picture of almost everything that happens in and around the cot. While patented technology analyses their sleep patterns to give parents personalised tips and expert coaching that improves sleep quality. Nanit captures your baby’s nest moments and milestones automatically in our app. Celebrate their growth every step of the way and share with loved ones. The breathing wear bands comes boxed as standard, as with it your Nanit can see your baby’s chest as they breathe. Get real time alerts if they need you and feel more confident leaving them in their crib overnight.
sales@kooltrade.co.uk
nursery today
feature Monitors.indd 1
12/01/2024 17:18
feature MONITORS
Elevate Parenting
Confidence with AwardWinning Baby Monitors Parents, now more than ever, seek advanced technology to enhance their parenting experience. Baby monitors have evolved from simple audio devices to sophisticated systems that offer HD video streaming, two-way communication, and even integrated health monitoring features. Retailers keen on offering comprehensive solutions for families should consider stocking a diverse range of baby monitors, and the VTech RM7764HD stands out as a great choice, clinching the gold at the prestigious 2024 Mother & Baby Awards for Best Baby Monitor. Key features include a high-definition 7-inch colour LCD screen with 1080p HD video which you can see on the parent unit, your smartphone or tablet. The camera pans up to 360 degrees side-to-side and zooms up to 10 times for maximum visibility. As caregivers increasingly turn to technology for support, having the VTech RM7764HD in store ensures retailers are providing the best, award-winning solutions for the modern parenting journey. Available from Murrays Health and Beauty.
www.murrayshealthandbeauty.com
‘Appily connected Check out Maxi-Cosi’s See Pro Baby Monitor The intelligent See Pro Baby Monitor is part of Maxi-Cosi’s Connected Home range of cutting-edge Smart products that connect via one app. What makes this baby monitor stand out in a competitive marketplace is its CryAssist function. This technology not only detects a baby’s cries but also notifies parents, translates the cries, and helps to decipher whether the baby is sleepy, fussy, hungry, gassy, or agitated. The See Pro even offers tips on how best to soothe them. Parents can keep a close eye on their little one in Ultra HD via a phone app or the five-inch parent unit.
www.maxi-cosi.co.uk
30
nursery today
feature Monitors.indd 2
12/01/2024 17:18
Smart monitoring Hubble Nursery Pal Deluxe – The Ultimate Smart Video Baby Monitor
The Hubble Nursery Pal Deluxe Smart Video baby monitor has a large 5” HD Touch screen with a pan, tilt zoom camera for local viewing or connect remotely via the Hubble App. The parent unit can entertain a child with pre-loaded videos and fun games. IR night vision, temperature and humidity sensors on the camera ensure optimal nursery conditions. Seamlessly integrate with the HubbleClub App and see, talk and hear your baby from anywhere using your smartphone or tablet. Experience peace of mind and redefine childcare with their full Hubble Connected range. Visit the website for more information.
www.hubbleconnected.co.uk
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 BABY WERELD N O R W A Y B A B Y, H O B B Y & L E K E T Ø Y POLAND BRANŻA DZIECIĘCA S P A I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN
BD_reklama_BCMI_210x163_v5 mon PL+EN.indd 2
feature Monitors.indd 3
BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl Hans Henrik de Glasenapp post@presstelegraph.no bcmi@babycaremagazines.com www.babycaremagazines.com
18.09.2023 11:55
12/01/2024 17:18
feature BRITISH BY DESIGN
Beautifully
British
British design has been considered as a leader of fashion for years and has been known to set iconic trends. Why not fly the British flag in your stores whether nursery items be British by design keeping pace and often setting the tone on current trends, or Last year, neutrals were everywhere, Made in Britain which often means no stock issues! dominating home interiors, décor, and
Start the year
with new neutrals
Made in Bolton Now in their 21st year of business, Cosatto is one of the UK’s boldest baby brands.
fashion trends.
The latest shade on everyone’s radar is cashmere, a warm neutral tone that is effortlessly chic and versatile. Bringing the trend into the nursery for 2024 is CuddleCo, with the beautiful Clara Cashmere. This nursery furniture range, designed in the UK and inspired by British trends, will bring warmth and luxury to the nursery with a timeless design parents can refresh as their child grows. Both stylish and functional, the Clara Cashmere 3 Piece Nursery Set adapts to grow with the family. Clara’s classic style is beautifully finished with brushed gold handles that sit perfectly against its warm neutral tone.
From humble beginnings, working in an independent nursery shop in Bolton, Founder and Executive Chair sales@cuddleco.co.uk Andrew Kluge was inspired to ‘break the conformity’ of the repetitive dark shades of black, grey, and navy he was surrounded by, when it came to pushchairs. With just a sewing machine and his signature patterned shirts, he set out to change the landscape of the nursery industry and ‘save the world from boring baby stuff ’. By inventing the framed pushchair rain cover he created a brand focussed on difference and design, which would appeal to the rule-breakers, world-shakers, and homemakers. 2.6 million happy babies later, Cosatto thrives as an award-winning nursery brand creating All of Red unique, life enhancing products with super intelligent functions to make life a breeze. In 2024, it boasts 33 products across the pushchair, car seat and home equipment categories, in 206 designs, Kite’s has raised over £200,000 for charity over the years and currently has a passionate team of over 50 products members who live by the holy grail of Andrew’s original brand values. COSATTO has also established itself as a brand that strives for excellence, with a longstanding collaborative are relationship with Paloma Faith since 2019 and previous work with the RAC.
Setting the design
tone
www.cosatto.com
Cosy sleep baskets
Since 1943, Clair de Lune has been British By Design, and in the last 81 years that hasn’t changed. With a factory and office based in South Manchester the Clair de Lune team is busy crafting premium Moses Baskets for families up and down the UK. Combining expertise and quality to create cosy sleep spaces for brand new babies. At the end of 2023, to celebrate 80 years of business the Clair de Lune team launched two new Limited Edition designs, the Chelsea Basket and the Windsor Basket. Inspired by traditional British Moses Basket designs, a homage to their history with a contemporary new look. To learn more get in touch with the team today on the below.
sales@Clair-de-lune.co.uk www.clair-de-lune.co.uk 32
designed in the UK to bring you the most relevant and up to date trends.
Understanding market demands and using complimentary designs and colour pallets feature in all of Red Kite’s products but really come to life within their play ranges that all are designed with themes to attract and stimulate young babies and blend in with today’s home interiors. The new Arctic Dream Playgym from Red Kite is bang on trend with a cool white and black theme design and lots of cute new friends jammed packed with stimulating and fun activities.
Tel: 01454 326555 sales@redkitebaby.com
nursery today
feature BestofBritish.indd 1
12/01/2024 17:20
(MWRI]
New =)%6
'(6,*1(' ,1 %5,7$,1
Better 46-')7
Join us at Enesco Limited, Brunthill Road, Kingstown, Carlisle CA3 0EN UK Customer Services Telephone: 01228 404022 Email: uksales@enesco.co.uk Overseas Customer Services Telephone: +44 (0) 1228 404066 Email: eurosales@enesco.co.uk 7,34 396 )28-6) '300)'8-32 3* +-*8;%6) %8 )2)7'3 '3 9/
Join us on
635,1* )$,5 2)' &MVQMRKLEQ ° XL *IF ,EPP 7XERH & ' ' ( $0%,(17( 1IWWI *VEROJYVX ° XL .ER ,EPP 7XERH 0 6&27/$1'³6 75$'( )$,5 7)' +PEWKS[ ° VH .ER 7XERH *
/ E N E S C O LI MI TE D &)%86-< 4388)681 *VIHIVMGO ;EVRI 'S (MWRI] 7GMSR 1ERYJEGXYVIH YRHIV PMGIRGI JSV 7GMSR F] )RIWGS 0XH
(1(6&28.B0.7 B% %BQXUVHU\BWRGD\BGHVLJQHGBLQBEULWDLQBSULQWBDGBMDQ LQGG
feature BRITISH BY DESIGN
Best of British for Enesco
at Better Prices
The complete Mother and Baby licensed gifting portfolio from contemporary gift supplier Enesco starts its journey with their skilled and experienced product development and design team in the UK. From changing bags and mats to muslin squares, blankets and hooded towels, all giftable and with better, more attractive prices as we move into 2024. So why not offer your customers a collection which is both affordable and accessible, whilst being totally on-trend yet timelessly classic too? Featuring beloved and recognised characters from Beatrix Potter, Disney and Scion Living the choice is endless, allowing you to offer your customers a breadth of product to help prepare for that all important arrival of a little one! Made from the highest quality fabrics which are either machine washable or easy to wipe clean, all pieces are crafted to include delicate detailing such as branded zipper tags, as well as clever storage solutions when on-the-go with baby and easy-peasy fastenings on bibs and bandanas to make mealtimes less messy. Award winning Beatrix Potter, Disney and Scion Living are all trusted brands showcasing beloved and highly recognised characters such as Peter Rabbit, a child-like Simba and the iconic Mr Fox. All to make your customers smile! All items are presented in a recyclable, branded giftable packaging, so easy to merchandise within your store. Each piece would be a wonderful gift for a number of occasions, including baby showers, new baby gifts, or a present for a christening or naming ceremony.
Call : 01228 404022 Email: uksales@enesco.co.uk Visit: www.enesco.co.uk
BabyStyle – The Life and Seoul of the Fair
Barely two weeks into its 25th Anniversary year, BabyStyle proudly displayed various new and exciting products at the Seoul Coex Baby Fair in a luxurious and show-stopping fashion. From the eagerly anticipated egg3® to the trendsetting 2024 Oyster3 range, it is certainly no small feat from their design team back in Leicestershire. Showcasing all kinds of newness for accessories, home products and strollers alongside their partners, Allied Champ in South Korea, the success was seen instantly from the sheer amount of people being welcomed onto their impressive stand. It is safe to say, BabyStyle’s success in 2024 has only just begun!
info@babystyle.co.uk www.babystyle.co.uk 34
nursery today
feature BestofBritish.indd 2
12/01/2024 17:21
RETAIL MATTERS
Retail
matters
This month, Online4baby’s Managing Director, Christy Foster takes a look back at 2023 and how this will shape the focus and strategy for the business moving into 2024. Looking ahead, there’s an air of excitement and optimism for the upcoming year. One of our most ambitious initiatives is the transformation of our website. This isn’t just a cosmetic upgrade; it’s a complete overhaul aimed at dramatically improving customer experience.
Christy Foster, Managing Director
I
’d like to start by wishing everyone in the baby and nursery industry a very happy new year. I hope you all enjoyed a relaxing and peaceful Christmas break with families. I spent some time reflecting on the past year at Online4baby and found it remarkable to consider the journey we’ve embarked on. The year started with its share of challenges, particularly in the first half. However, our determined focus and strategic adjustments led to a significantly better second half in all aspects of our business. The transformation we’ve witnessed didn’t happen overnight. It was a concerted effort of building a highly effective team. I want to extend a heartfelt thanks to all our team managers who have skilfully navigated their teams through growth and the associated growing pains. I’d also like to thank our C-suite. Their experience and dynamism has been instrumental in driving the business, positioning us for further growth as we move into 2024. Their expertise, coupled with the dedication of every team member, has been pivotal in navigating the complexities of the rapidly evolving baby and nursery industry. A key focus has been on nurturing our internal culture. This year, more than ever, we have engaged with our staff, taking direct feedback and input on the kind of office and environment they want to work in. We believe that a strong, supportive,
and collaborative work environment is the backbone of any successful company. This emphasis on culture has not only enhanced our team’s performance but also played a crucial role in retaining and attracting top talent. Looking ahead, there’s an air of excitement and optimism for the upcoming year. One of our most ambitious initiatives is the transformation of our website. This isn’t just a cosmetic upgrade; it’s a complete overhaul aimed at dramatically improving customer experience. Alongside this, a new tech initiative will make the business more efficient, laying a solid foundation from which we can grow. Our goal is to make navigating our site more intuitive, informative, and engaging, ensuring that every interaction with Online4baby is a delight. Beyond technology, we continue to focus on building trust and credibility with our customers. This means being mindful of how we communicate, ensuring that we’re not just a business but a reliable partner for parents and families. Our marketing strategies are being tailored to resonate more deeply with our audience’s needs and values, creating a more personal and empathetic connection. The upcoming year is not just about
business growth; it’s about realising the potential of our ideas and hard work. From product development to customer service, every aspect of Online4baby is being fine-tuned to meet and exceed the expectations of our customers. The
journey so far has been incredible, but I believe the best is yet to come. Here’s to a year of growth, innovation, and building lasting relationships with the families we serve.
Online4baby are delighted to be a Which? Recommended Provider for Baby & Child Retailers 2021. nursery today
Online 4 Baby.indd 1
35
12/01/2024 17:22
supplier snapshot Nursery Today spoke to some of the industry’s finest to gain their thoughts on the upcoming year.
Marc Kelly
MANAGING DIRECTOR, CUDDLECO Here we are in 2024 – pressures, to name a few! However, I’d like to think as a business, CuddleCo has stood by our retail what are your hopes partners, and we haven’t passed on all the excessive for the year ahead cost increases. Some have been impossible to avoid. and we expect great new product launches However, in large we have absorbed these overheads and kept consistent value/retails for our from you this year?
We have lots of exciting things in the pipeline for 2024 - where to start? You should already have the new Doona i in-store, plus we have the launch of the Doona X Car Seat & Stroller. This is something we cannot wait for, and we know many of our retailers feel the same way. Another new pair of wheels our retailers have hitting their shop floors this year is the Aylo special-edition stroller. Available in Crème Caramel and Luxe Black & Gold, they have several upgraded features we’re sure customers will love. CuddleCo also has multiple new product launches coming up, which will be accompanied by a fresh and beautiful marketing campaign (see more below)! It features lots of great content from our latest brand photo/video shoot. Our retailers can expect plenty of social and web content coming their way soon.
As a brand, do you feel we will experience any particular consumer trends forming throughout the year? One trend that we predict will continue to grow in popularity this year is neutrals. We showcased the new neutrals trend in October 23 at Harrogate with Clara Cashmere, and the feedback was wonderful! It’s a trend that has already taken off in the world of fashion and can be seen everywhere, from home accessories to décor and lighting. Another trend we expect consumers to embrace is botanicals. Expect nature-inspired patterns in the form of wallpaper and textiles combined with leafy greens to bring the outside in. Our new Nola White & Natural Furniture Set is the perfect nursery range to pair with this interior trend. Keep an eye out for our upcoming campaign for inspiration!
Do you envisage any stock issues or pricing restructures this year?
The demand for the new Doona i Car Seat & Stroller and the upcoming Doona X has been incredible! Everyone was excited to get hands on with the new products at Harrogate, and we couldn’t have predicted the reaction they received. We want to take this opportunity to remind our retail partners to plan orders in advance and secure stock. As for pricing, it has been a very turbulent few years, with covid, inflation, huge increases in delivery costs, gas and electric, and various other worldly
36
customers. I don’t expect this outlook to change over the coming year, albeit I have no idea what the world has instore for us next!
How will you be supporting your retailer partners throughout 2024?
On this point I’d like to introduce two new members of our team, Drew Russell and Fraser Johnson, they’ve joined us to form our new Sales Training team. Both have extensive industry knowledge and will support you, our retailers, with training/product knowledge, queries, in-store displays, and any other stock knowledge you may need. We have lots of in-store initiatives this year with new POS for each furniture range. We’ve updated the AR (Augmented Reality) tech so you and your customer can view any range of CuddleCo furniture in your store or in their own home. I have to admit this tech blows my mind a bit! Its accessible from the in-store POS by way of a QR code. Give it a go. I promise it will keep you entertained! Along with our point-of-sale, stores will have the opportunity to request a styling inspiration pack for each of our furniture sets. Alternatively, request one of our beautiful in-store room set builds from our team. We also have a new brand campaign calendar for each product range to support your social platforms with more consistent, desirable, and inspirational content throughout the year.
Finally, as a business is there any news or planned activities you would like to share with our readers?
We’re very excited about our upcoming nursery campaign. At the end of last year, we spent a lot of time in the studio producing our very first video campaign (I say we, but it is the royal we). It beautifully showcases our new nursery furniture ranges. The focus has been on our upcoming interior trends and delivering an inspiring, creative nursery. I have to admit the content our creative team delivered within the photoshoot is simply stunning; I am a biased man as far as my team is concerned. They need to take credit where credit is due! I’d love to hear your feedback once the campaign goes live in the next month or two.
WWW.CUDDLECO.CO.UK
Nicola Coletti
SENIOR FIELD MARKETEER (UK)
- DOREL Here we are in 2024 – what are your hopes for the year ahead?
Happy New Year to everyone! 2024 is set to be another exceptional year for Maxi-Cosi and we can’t wait to see what it brings. A key focus for us this year is to continue to make parenting life easier with our products, whilst striving to continue to make our range more sustainable.
Can we expect to see any great new product launches from you this year?
Innovating is at the heart of everything that we do at Maxi-Cosi. This year we will be enhancing our ranges with new products and innovation in all categories and building on the success of our SlideTech Family. Watch this space!
As a brand, do you feel we will experience any particular consumer trends forming throughout the year?
Consumer trends are ever changing and evolving so we absolutely expect new ones to form throughout the year. We love watching these evolve and like to ensure we have products that conform to key trends so that we are changing with an ever-growing market. As well as keeping track of the trends, a huge part of our brand is to be ahead of them, and in 2024 that doesn’t change.
How will you be supporting your retailer partners throughout 2024?
Our retailers are so important to us as a brand so ensuring they are supported throughout the year with training and support materials is always key for us. This year we are updating our training program for our retailers to ensure they have everything they need, as well as continuing our instore support via our Brand Coaches.
Finally, as a business are you changing any aspect of the business during 2024 or is there any news or planned activities you would like to share with our readers? Maxi-Cosi are celebrating our 40th Anniversary this year which is very exciting! We can’t share yet but keep a look out in the coming months!
WWW.MAXI-COSI.CO.UK
nursery today
Supplier OpinionJan.indd 1
12/01/2024 17:23
Jamie Jillard
HEAD OF MARKETING, GREEN SHEEP GROUP Here we are in 2024 – what are your hopes for the year ahead?
It’s hard to believe we are in 2024, with so much excitement, 2023 seemed to go by in a flash! After an incredible year of growth for the business, in the face of a challenging market, my hopes are that we continue delighting customers in 2024 and expand our reach to support as many expecting parents as possible.
Can we expect to see any great new product launches from you this year?
Absolutely, we cannot wait to unveil the newest innovation from Snüz, set to become one of the headline acts in the bedside crib category this Spring. We are very lucky at Green Sheep Group to be ‘shepherded’ by two pioneers of the category, Paul Maurice creator of the original bedside crib, SnüzPod4, & Mitch Levene, driver of UK & international success of Chicco Next2Me. Led by them, our fantastic product team have created something truly special that rings so true to our brand; safety, quality, design & style that promises a great night’s sleep for parents & babies alike – watch this space! Alongside this we will also be bringing new colours and styles to our collections, giving consumers the chance to choose products that reflect their individual tastes & interior environments, across both The Little Green Sheep and Snüz.
As a brand, do you feel we will experience any particular consumer trends forming throughout the year?
The ‘buy once, buy better’ trend is set to continue, as is the huge skew towards online purchasing. That being said, we do know that in-store browsing, education and service is an important part of the consumers shopping experience. It will be interesting to see how this evolves through 2024 and how retailers respond by creating more experiential in-store moments paired with the power of strong digital activity.
Do you envisage any stock issues or pricing restructures this year? Our fantastic Merchandising department work incredibly closely with our sales team and our customers to ensure we are always able to meet the demands of
new parents. That being said, the power of our headline new product set to launch in Spring and our increased marketing activities mean that it will be more important than ever for us to continue that close relationship and ensure retailers are forecasting the stock that they require.
How will you be supporting your retailer partners throughout 2024?
2023 saw the launch of our Retailer Partnership Programme and the sales team have done a fantastic job growing our retailer relationships into truly mutually profitable partnerships. Throughout 2024 we will continue to support them with powerful joint business plans, new product innovation, category leading brand assets to engage with their customers & marketing investment to increase rate of sale.
Finally, as a business is there any news or planned activities you would like to share with our readers?
2024 will mark Green Sheep Group’s 18th year and it is absolute credit to the team & culture that we still have the energy and drive of a start-up; backed by the heritage and knowledge of an established business, this is a true recipe for long-term success. Spring is set to showcase this better than I could ever write down in words so keep an eye out for the activity – and retailers, make sure you speak to your account manager and have everything you need to get involved!
WWW.GREENSHEEPGROUP.COM
Damon Marriott
HEAD OF PRODUCT MANAGEMENT, JOIE Here we are in 2024 – what are your hopes for the year ahead? We are going into the New Year in a positive place - its looking like a strong start to 2024, so we hope this will continue to build into a record year.
Can we expect to see any great new product launches from you this year?
Absolutely! We will continue to launch new products and have some early new releases due in Q1/Q2 that should complement the range and offer some great additional selections for our retailers. With further new launch items due out in the second half it is set to be an exciting year.
As a brand, do you feel we will experience any particular consumer trends forming throughout the year?
I think we are all under no illusion that money will be tight for many this year, so we expect to see further growth with the brands key product lines through re-adjusted RRP’s, giving the consumer even better value on our products with no compromise on the safety or quality. We have already seen a strong start to our new launches of R129 multi group belted seats, as the value for consumers over ISOFIX variants is significant.
Do you envisage any stock issues or pricing restructures during the year? Stock shouldn’t be an issue as we do hold additional stocks to ride any uplift in sales or delays in shipping, so even the recent attacks on container ships hasn’t affected the availability of our products. We will continue to closely monitor prices as the cost-of-living crisis continues to affect consumers in various ways. We will always want to ensure we can offer products at affordable prices - we already EDLP’s in place for some of the key car seat lines such as the I-Spin 360.
How will you be supporting your retailer partners throughout 2024?
Our experienced sales trainers are out on the road to make sure all of our retailers are up to speed on all of our products and receive additional support when we launch a new product. At our head office, the sales and marketing teams work closely with retailers to ensure they are marketing and displaying products effectively as well as helping them to achieve maximum exposure in their local media outlets.
Finally, as a business are you changing any aspect of the business during 2024 or is there any news or planned activities you would like to share with our readers?
As many readers will now be aware, one of our key announcements in 2023 was our partnership with Manchester City Women, which saw the renaming of their stadium to become the Joie Stadium. This will continue to be a major focal point throughout our social campaigns. With enhanced support available for in store branding opportunities on the horizon for key retail partners, keep your eyes peeled.
WWW.JOIEBABY.COM nursery today
Supplier OpinionJan.indd 2
37
12/01/2024 17:24
supplier snapshot Luke Burns
GENERAL MANAGER – CYBEX Here we are in 2024 – what are your hopes for the year ahead?
Like every year, we tend to focus on plans and not hopes at CYBEX – there’s lots of things happening for CYBEX in 2024, with some very exciting new product launches and campaigns. One of our biggest projects for 2024, is the transition to our new UK warehouse, we are excited that we will be able to provide new services and offerings to our retail partners. When talking about hopes for the nursery industry, hopefully inflation is on the decline and maybe a baby boom could be good too…
Another trend for 2024 that is specific to CYBEX, is making more memories with children at home. Since launching the LEMO Learning Tower, we have seen a considerable increase in searches for learning towers and products that can be used for at home education.
Do you envisage any stock issues or pricing restructures during the year?
Product development is at the heart of everything we do at CYBEX. I’ve already been to our Head Office in Bayreuth and seen some amazing products for the first half of the year, with all of them focussing on the consumer and taking the CYBEX Design, Safety and Functionality principle to the next level. In 2024, we will have some new trend colours and fabrics, along with new technologies that will excite so many of you, and even some products that you may not be expecting from us!
As mentioned, this year we are super excited to launch our new UK warehouse, in the future having our own warehouse will bring so many opportunities for retailers and end consumers. We will be in complete control of all of our own stock levels, and our new team will be meticulous in stock planning, and what’s even better is shipping will be faster! Like any business, we will always continue to monitor all economic situations in terms of inflation, shipping and logistics costs as we did in 2023. We are hoping for a year of stability when it comes to pricing and the new warehouse will hugely assist with this. Due to BREXIT, in previous years import costs have eaten into our P&L as we have continued to support the trade by holding our prices. .
As a brand, do you feel we will experience any particular consumer trends forming throughout the year?
How will you be supporting your retailer partners throughout 2024?
Can we expect to see any great new product launches from you this year?
Like every year, colours are always one of the main trends for pushchairs, those that are in line fashion and home trends will continue to be popular – but the core collections in Black and Grey will always remain favourites for the mass market. Another trend that will continue into 2024, is the need for value for money, consumers are considering the features vs. cost. With our Gold & Silver collections we are well placed to supply those that are looking for a balance between budgets, functionality and design.
new!
Sponsored by
In 2024, there are many initiatives planned, from marketing and events, to training and education. The first one is the CYBEX Car Seat Safety Masterclass, planned for February – look out for information from your Sales Representative. In addition, we are really focussing this year on supporting retailers with education and tools to help aid selling and also make their lives simple when dealing with customers.
The brand that parents trust sales@clippasafe.co.uk
Designed Quick folding to grow space saver With the new Eldura R129 car seat, Graco has combined incredible value with excellent safety. The Eldura R129 is a 2-in-1 harness booster seat for children 76 to 150cm (15 months to approx. 12 years). It has been designed to grow with families, from the toddler to pre-teen stages. At first, the Eldura R129 can be used as a harness booster and then when a child reaches 100cm, it can be easily transitioned to a highback booster mode. The car seat is equipped with innovative Safety Surround Side Impact Protection to provide enhanced head and body protection. uksales@allisonbaby.co.uk www.gracobaby.eu/uk 38
SnackEase is the new lightweight quick-folding, space-saving highchair from Graco.
From baby to toddler, SnackEase is the perfect mealtime companion. It helps keeps little one comfortable and happy and its one-hand fold, and folded self-standing feature make storing a highchair between meals easier than ever. It comes with adjustable 5-point harness, a three position recline and fixed footrest. The removable tray with cup holder is super convenient and makes cleaning up simple. Plus, the storage basket helps keeps mealtime essentials close to hand. uksales@allisonbaby.co.uk www.gracobaby.eu/uk
nursery today
Supplier OpinionJan.indd 3
12/01/2024 17:24
Sponsored by
The brand that parents trust sales@clippasafe.co.uk
new!
Cosy from top to tail with Nuna Creating the perfect
environment
The Glow Perfect Sleep Sensor is an advanced innovative device that allows new parents to monitor the environment of their baby’s bedroom without disturbing their sleeping child. The sensor monitors not only the temperature of the room, but the humidity levels as well, both of which are critical factors in ensuring conditions are conducive for a safe and comfortable sleep. The sensor will check the temperature and humidity levels and will turn blue if the room is too cold and damp, red if too hot and dry, and green when the room is in the perfect environment. The senor will also advise the perfect tog to dress your baby in to suit the conditions. Best of all the monitor is wireless and portable and separate from the sensor so can be moved around the house without disturbing the sleeping child. www.glowdreaming.co.uk
New Winter Stroller Set available to order now.
The Winter stroller set from Nuna is a must-have accessory that fits all Nuna strollers and includes an ultra-plush footmuff for baby and matching mittens for you. Both are lined with a luxurious performance cashmere blend to help beat the chill. The winter stroller set is available in Caviar and features include: • Performance cashmere blend interior for elevated softness and cold-weather luxury • Muff zips fully open for easy access to baby • Folds down and secures with magnets for warmer days • Drawstring tightens to block out the chill • Foot area zips open for changing on the go • Matching adult mittens included • Mittens attach to pushbar with magnets for keeping close and snap together for safekeeping • Durable and water-repellent material • Includes carry bag with handle for easy storing • Compatible with all Nuna strollers www.nunababy.com
Red Kite excited to shortly distribute new products
Not long now until Red Kite will have available most of the brilliant new products they introduced to the trade at the Harrogate show last October. While showcasing their new products at Harrogate Red Kite had some genuinely amazing feedback from their customers. With so much newness to showcase and as many of you already pre ordered at the show, you will be first in-line to get your new products as soon as they arrive! Tel: 01454 326555 sales@redkitebaby.com nursery today
NewProductsJan.indd 2
39
12/01/2024 17:26
Spotlight Pregnancy & Maternity
Maternal
instinct
There are huge benefits to be made by stocking products in-store for when baby arrives but what about mum during her pre and postnatal stages. This month we highlight a selection of products that are perfect solutions for both pre and post birth.
Soothing relief New Postpartum Padsicles from Lansinoh A new addition to Lansinoh’s Birth Preparation & Recovery line offerings soothing relief straight from the fridge or freezer, Lansinoh’s herbal-infused pads are pre-prepped and ready to soothe straight after giving birth. Flexible and super soft, even when frozen, these ready-made, aloe vera and witch hazel infused pads conform to the body to maximize cooling comfort when mums need it the most.
Comfortable
nursing
The Ergobaby Nursing Pillow maximises comfort for both parent and baby to ensure the perfect ergonomic position for easy feeding and tummy time. The two-sided nursing pillow is supple but firm and now improved with a buckled strap to secure it in place. It can be used in various positions along baby’s ages and stages, to perfectly grow with baby through five uses. The Ergobaby Nursing Pillow is designed with premium, machine-washable materials, and now features more sustainable, compressed packaging to support our sustainability efforts and CO2 reduction initiatives.
service@ergobaby.co.uk www.ergobaby.co.uk
Launching 22nd February.
www.lansinoh.co.uk
Healing help
Lansinoh set to launch new Soothies Cooling Gel Pads New from breastfeeding market leaders Lansinoh, these innovative hydrogel pads support the body to naturally heal, perfect for those early breastfeeding days when mums need more than a nipple cream. Reusable for up to 3 days. Launching 5th February
Perfectly pretty Lingerie experts, Bravado Designs, are thrilled to introduce the thoughtfully curated Pretty Collection. Aware that not all parts of motherhood are pretty, the brand’s intention is always to offer the most functional, supportive and comfortable nursing bras, that also help to remind women how beautiful they are. Sustainable and carefully crafted, the collection offers delicate prints, feminine colours and shapes to help mothers feel their very best. Beautifully engineered and all available in soft feminine hues, the collection includes the new Intrigue Balconette bra, the iconic Body Silk Seamless in new Berry colourway with delicate Jacquard print, and the favourite pull-over Ballet in limited edition Flora print.
www.bravadodesigns.com 40
nursery today
Spotlight Pregnancy & Maternity.indd 1
12/01/2024 17:28
Expanding range Following remarkable growth in 2023, Fraupow are further expanding their breastfeeding range to meet the demand from their retailers in the UK, Ireland, Switzerland and Bulgaria.
New products launching this month include hydrogel pads and silver nipple caps, both of which soothe sore nipples and support healing. They will also launch milk-saving breast shells and a reusable colostrum collecting kit. The new helpful products join Fraupow’s award winning line up of kit to support breastfeeding, including the award-winning Wearable Electric Pump. Along with Fraupow’s growing range of accessories, the brand offers everything a Mum needs to support her breastfeeding journey. For further information contact Fraupow’s UK distributor, Hippychick:
sales@hippychick.com | www.fraupow.com
)HHG ZLWK )UHHGRP
$ IXOO EUHDVWIHHGLQJ UDQJH ZLWK PLGZLIH VXSSRUW GXULQJ SUHJQDQF\ DQG EH\RQG
nursery today
Spotlight Pregnancy & Maternity.indd 2
41
12/01/2024 17:28
BPA notice board
Fresh new year Happy New Year and warm wishes to everyone in the nursery industry for a prosperous and healthy 2024. The Baby Products Association looks forward to working with and supporting its members, both new and old, so if you have a technical query or need some additional support with your business please feel free to get in touch. If you aren’t already reaping the benefits of membership, then do check out the website for more information at www.b-p-a.org
Update on Furniture and Furnishings (Fire) (Safety) Regulations 1988
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
42
nursery today
BPA Notice Board.indd 1
As we’ve reported widely, the Baby Products Association has been campaigning to have baby products removed from the scope of the Furniture and Furnishings (Fire) (Safety) Regulations 1988 and all signs are positive that this 13 year campaign will finally bring about our aims. As many of you will know, the last Consultation closed in October 2023 and we expect to see the responses published by the Office for Product Safety and Standards in the New Year, or at the very latest, in the first quarter. The draft consulted upon excluded the majority of baby products and we understand that from the 600 plus responses, there was strong support for their removal. A couple of products not included on the exclusion list will be considered when the responses are
Fair tipping Business and Trade Minister Kevin Hollinrake said: “As we approach Christmas, it’s more vital than ever that we do what we can to support workers and families across the country. I’d like to encourage businesses to be as flexible as possible and give their hard-working employees the tips they deserve. I want to thank the MPs who brought forward this legislation to support hard working families and shape the UK’s outstanding workers’ rights record.” The Employment (Allocation of Tips) Act 2023, which became law in May this year, requires employers to pass all tips on to workers. Most employers already pass on tips to the staff who earn them. However, there are still some unacceptable tipping practices by unscrupulous employers, which must be stopped.
Protection for parents and carers In addition, Acas has recently consulted on a new draft Code of Practice which outlines good practice around requests for flexible working and explains the forthcoming changes in the law to employers and employees. New rights to protect new parents from redundancy, give carers extra support and help all employees work flexibly are also a step closer as government has laid legislation with plans for the measures to come in next spring. These measures will improve the lives of hard-working families across Britain, aiding workers who have caring responsibilities or parents at risk of redundancy and ensuring everyone is able work as flexibly as needed into the new year. An extra 2.6 million workers across the UK will benefit from the removal of the 26 week qualifying period that is currently required before making a flexible working request. Those with caring responsibilities will also be entitled to a brand new employment right to
worked through and we await further information in this regard. Members of the Baby Products Association will be advised as soon as the responses are published and we have further information regarding next steps including any revision to timelines and the implementation date.
Government progresses on workers’ rights package Government sets out the next stages for a number of new Workers’ Rights Acts to support UK workers. Before Christmas, the Government set out next steps to improve the lives of workers across the UK. Benefits include tips worth £200 million a year in the pockets of hardworking people and more say over working patterns. It is also backing British workers by introducing the biggest ever increase to the National Living Wage. Millions are set to benefit as the government sets out the next stages for a number of new Workers’ Rights Acts – giving more money and more say back to UK workers. Benefits range from £200 million more back in the pockets of hard-working people, to greater flexibility over when, where and how they work. a week’s leave to care for a dependent. Redundancy protections are also being extended to cover pregnancy, as well as to new parents.
Increased living wage The government is also backing British workers by introducing the biggest ever increase to the National Living Wage, worth over £1,800 a year for a full-time worker, fulfilling the pledge to end low pay. When this increase comes into effect in April, the National Living Wage will be worth nearly £21,000 a year for a full time worker – almost double, in cash terms, the amount which a full time worker on the National Minimum Wage earned in 2010. For the first time, 21 years olds will be legally entitled to the National Living Wage, which is set to reach two-thirds of average earnings.
Should snow stop work? We all know the scenario – wake up in the morning to find the world under a blanket of white snow and the first thought of many employees is ‘hurray, I don’t have to go to work!” It appears that often even those working a short distance from the office will find an excuse to not brave the bad weather to get into work (although often find it easy to head for the hills with their sledges!) It is best to be prepared with a robust policy which lays out an employer’s expectations and the employees’ rights during bad weather. The Baby Products Association has put together a ‘Severe weather & other travel disruption policy’ which its members can tailor for their own use. This covers issues such as if weather is so severe it is considered unsafe to drive; strikes and disruption to public transport; where the work place is temporarily closed. It also addresses issues such as making up lost work time and loss of earnings.
If you are an Association member and would like a copy of this policy for your own use, please email us at info@b-p-a.org
12/01/2024 17:29
Buyersdirectory Coordinated Bedding
Textiles
Nappies Bedding Blankets Shawls Hodded Robes Towels Changing Bags Booties Bibs Body Suits Hats Mittens....
$/$0, ,17(51$7,21$/ /7' %ULGJHILHOGV :HOZ\Q *DUGHQ &LW\ $/ 5; 7 ( VDOHV#DODPL FR XN ZZZ DODPL FR XN
Outdoor Toys
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
Wholesale
Keep up with what's happening in your industry Subscribe to the daily news service www.nurserytoday.co.uk
Travel N Care Compact and light hauck travel pushchair One-hand fold and practical shoulder strap Out and about in the mountains, at the sea or on a trip to the city Comfortable and safe travel thanks to agile wheels and sun protection
Recently awarded GOLD in the Mother & Baby Awards 2023!
Made to care, designed for love Sales enquiries contact: info@hauckuk.com Website: www.hauck.de/en Find us on social media: