This is what compact fit looks like. Discover peace of mind with the original rear-facing car seat from Axkid, launching 2025. Plus test approved and lasting all the way to 125cm and 36kg.
Editor Penny Franks penny@lemapublishing.co.uk
Ad Manager Christine Contreras christine@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Production Rick Vickers rick@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk
Searching for essentials for baby? Check out our feature starting on page 18.
Here we are – 2025!
Firstly I hope everyone had an enjoyable festive break and a positive start to the New Year.
As we step forward we also take a look back this month, speaking to both independent retailers and suppliers too. From what many have said, 2024 performed better than expected and everyone is feeling positive for the yead ahead. For example, new retailer Snuggle and Stroll welcomed new brands into their store which have proven popular with their customers and due to demand they have also extended their opening hours to 7 days a week and as a result have also grown their team.
Independent retailer 123ABC also had an incredible 2024 with Andrew Hammond telling us: “2024 was an exceptional year for us as we opened our new 6,500sq ft flagship store Ayrshire Baby Centre in Irvine on the west coast of Scotland, which has traded well beyond expectations.”
The positivity doesn’t end there with Whites Farm Baby Barn’s owner Sara Hubbard stating “We had a really positive 2024. It was pretty consistent each month, whereas in previous years we have had real ups and
downs in terms of footfall.” You can read what they and others had to say and of course their hopes for the year ahead by simply turning to page 34.
Our regular contributors are also feeling upbeat for 2025, with Pramland’s John Barker starting his article stating over on page 32 “2025 is here and the hopes of an industry are resting in its hands. 2024 was a very odd year for us but I have to be completely honest I was pleased how it ended for us. The year started badly but improved slowly as the months ticked by. Despite a worse than projected Christmas period 2025 has certainly made up for it so far. The confidence I felt during the course of 2024 is still there and I’m sure this year will see further improvements for us (and all of you too).” The Nursery Store’s Managing Director Christy Foster is also feeling positive, commenting within her article on page 39 “Looking ahead to 2025, I feel a real sense of excitement and optimism.”
This month we also feature a variety of product categories, including British by Design (page 12), Baby Essentials (page 18), Travelling Baby (page 22) and Monitors (page 28).
Wishing everyone a truly positive 2025 – feel free to drop me an email if you have any news to share (penny@lemapublishing.co.uk), or if you are a retailer who would like to feature as a profile this year. I would love to hear from you.
You can find an array of monitors from page 28 onwards.
While on the subject of monitors, naturally we cover leading established brands within our feature and this month we also had the pleasure to catch up with newcomer Dote Baby. We spoke with their Chief Marketing Officer Denise Namakando to find out her thoughts on the changing landscape of baby monitors. Dote is launching this year with an AI powered smart baby monitor, app and travel system for monitoring both inside and outside of the home. Find out more by turning to page 27.
Finally, you will have spotted our cover star this month is Inglesina (distributed by CuddleCo) featuring their new Open Up Carrycot. With their Quattro (Aptica XT, Aptica and Electra) all now featuring the new carrycot take time to turn to page 10 where you can find out more.
Time to fly the flag! Turn to page 12 for British designed or made products.
Mission to support young gums
Cheeky Chompers, the multi-award-winning British nursery brand behind the iconic Neckerchew teething bib, is thrilled with the success of its most recent product, the Flexi-Brush! Continuing its mission to support young gums, this product supports the next stage after teething – looking after baby teeth!
The Flexi-Brush is the ideal first toothbrush for babies 0+ to hold, explore and get used to teeth-cleaning!
Thoughtfully designed with a soft brush and different textures on the handle, the Flexi-Brush will gently massage teething gums to give much needed relief and, thanks to the small head it provides an ideal applicator to add teething gels and toothpaste. The perfect first toothbrush and multipurpose product is a must for the changing bag!
As teeth start to appear, the Flexi-Brush will help to keep them clean and encourage baby to get used to the sensation of tooth brushing and teach them to look after their
Great value
Turn2Me Grow i-Size R129 is the latest addition to the celebrated Turn2Me range, a popular sub-brand renowned for affordable innovation.
This car seat is ingeniously designed to evolve alongside a child from birth through approximately 7 years of age (40-125cm), and at the economical price-point of just £250, the Turn2Me Grow i-Size R129 is a standout choice for budget-conscious and safety-conscious parents.
Featuring a fixed ISOFIX base with user-operated 360-degree rotation for both forward facing and highback booster modes and incorporating crucial safety enhancements such as the Safety Surround True Shield Side Impact Pod, the Turn2Me Grow i-Size R129 offers assurances of exceptional safety and convenience. www.gracobaby.eu
teeth – an important routine to get little ones into as soon as possible! Once first teeth fully erupt, the Flexi-Brush can be used in conjunction with a nylon bristle brush. Coming as a pack of two (one blue and one sage green), the Cheeky Chompers Flexi-Brush is made from 100% soft and pliable food grade silicone, which is gentle and safe for little mouths to explore. It has been purposely designed into a safe shape to prevent choking hazards, it is also super easy to clean and can be cleaned in the dishwasher and steriliser – it’s a win win! www.cheekychompers.com
Mealtime to playtime
Meet the latest highchair from Joie. With 9 different modes, Chestnut will take little ones from mealtime to playtime, from birth to 6 years.
The multiple options include infant mode at traditional and counter height as well as youth chair and portable booster modes.
The multi-position recline creates a cosy chair to cradle baby comfortably. In booster mode, the seat can be attached easily to a dining chair, allowing little one to be included in family mealtimes.
uksales@joiebaby.com www.joiebaby.com
Dote appoints ex-Owlet CRO Avril Murphy to lead US expansion
Dote, the innovative technology brand redefining parenting with its AI-driven ecosystem, has announced the launch of its Series A funding round to accelerate growth and global expansion. To lead its entry into the US market, Dote has appointed Avril Murphy as COO, bringing with her a wealth of experience in scaling international consumer tech brands.
Murphy has a strong track record of driving growth in the nursery and consumer technology sectors, including serving as General Manager, International and Chief Revenue Officer at Owlet Baby Care, where she oversaw US business performance and market expansion. Most recently, at NIRA, the at-home skincare laser specialists, she demonstrated her expertise in scaling businesses globally. In her new role, Murphy will focus on establishing Dote’s US presence, building strategic partnerships with retailers and distributors, and supporting the brand’s investor outreach.
Dote was founded to address the outdated design and lack of innovation in the nursery category, aiming to reduce stress and bring more joy to parents. The company’s AI-powered product ecosystem integrates seamlessly into parents’ lives, both at home and on the go.
Ste Senior, founder of Dote, commented, “We’ve had phenomenal feedback from partners, investors, and parents on our product ecosystem, which reinforces the belief in Dote’s potential to transform the parenting experience. Launching our Series A funding round marks a pivotal moment for us as we build the foundation to expand globally and deliver our technology to parents everywhere.
“Appointing Avril is a crucial step in this journey. Her extensive experience in scaling businesses internationally and driving innovation in underserved markets makes her the ideal choice to lead our US expansion. With her leadership, we’ll strengthen our growth strategy while staying true to our mission of supporting parents with groundbreaking technology.”
Murphy added, “Joining Dote at this exciting stage feels like an incredible opportunity. The team’s commitment to innovation and creating meaningful solutions for parents is inspiring, and I’m thrilled to help shape the brand’s US strategy while contributing to its global growth. Dote’s potential is immense, and I’m eager to help bring this transformative ecosystem to more families.”
Cybex celebrates its first flagship store in Paris
To celebrate the opening of its first flagship in Paris, CYBEX hosted an in-store cocktail followed by an exclusive dinner at L’Emil, Château Voltaire.
The new boutique, located in the heart of the city on the prestigious Rue Saint-Honoré 179, unveils a refined modernity, recreating a familiar atmosphere that fully speaks to the brand’s core pillars of luxurious functionality and contemporary design.
The store showcases the complete CYBEX’s cutting-edge and innovative product range across two floors, and its modern aesthetic stands in striking contrast to the city’s architectural landscape.
Among those in attendance, Amy Jackson Westwick, Jeremy Scott, Julia Restoin Roitfeld, Joyce Jonathan, Fernanda Brandao, Jules and Agatha Trass, Alexia Niedzielski, Alexandra Van Houtte, Kym Ellery and Jeremy Rocher, Lana Petrusevych and Natascha Darty.
Mamas & Papas announce record ‘golden quarter’
Mamas & Papas has reported record sales over the Black Friday and Christmas trading period, driven by a strong performance from its UK and overseas markets.
Group sales, which include stores, online and wholesale, increased 5% over the 13 weeks to 29th December as new and expectant parents shopped its expanding range of travel systems, nursery furniture, toys and baby clothes. Retail sales were up 8% in the period, reaching 13% over Black Friday week.
Growth was driven primarily by the brand’s expanded toys and gifts category, including its Welcome to the World collection which includes coordinated toys, accessories and clothing ranges.
The brand said its UK market share reached a new peak of 20% in November, according to the latest GfK data.
Despite heavy discounting across the retail sector, the business said it had maintained stronger prices over the period, which helped drive profit growth of 8%*.
40 years strong
Bigjigs Toys is celebrating an impressive 40 years in the toy-making business with a look back at its remarkable journey of dedication, perseverance, and family values. To mark this exciting milestone, Bigjigs Toys will be expanding its collection with 100+ new products launching throughout its anniversary year.
Founded in 1985 by husband-and-wife duo Peter and Liz Ireland, Bigjigs Toys began as a humble side project. While working as teachers, Peter and Liz spent their spare time handcrafting wooden puzzles in their garden shed and selling them at markets and fairs across the country. In the early days, every penny earned was poured into the business.
“We didn’t have much,” recalls Liz Ireland, Founder and Managing Director of Bigjigs Toys. “For years, Peter and I slept on a mattress on the floor and our sons Sam and Tom slept in the bottom of our chest of drawers! It was hard work, but we believed in what we were doing and were driven by a love of making toys and the joy they brought to children.”
Continuing the celebrations, 2025 will see Bigjigs Toys unveil its debut Montessori range, featuring simple wooden toys designed to inspire independent learning. The 2025 product lineup will also feature new plush toys from its Simply Scandi range, alongside dress-up and role-play sets, musical instruments, outdoor activities, educational puzzles, pocket money toys, a bespoke London-themed collection, and a thrilling new Monster Rail range.
“Every year, we strive to bring fresh, inventive products to our customers, and 2025 will be particularly special,” adds Liz. “These new launches are a celebration of the creativity and innovation that has driven Bigjigs Toys for 40 years, and we can’t wait to share them with the world.”
To find out more about Bigjigs Toys’ 40th anniversary plans or new product launches, contact your Bigjigs Toys Account Manager, call 01303 250400, or email orders@bigjigstoys.com
Generous donation made to Bournemouth Food Bank
My Carry Potty’s Director and parenting expert Amanda Jenner generously purchased and donated 160 pairs of pants, along with a selection of potties, trainer seats, and stools, to the Bournemouth Food Bank (part of the Trussell Trust), which collaborates with the Baby Bank Alliance.
Many young children in need urgently require essentials such as pants, socks, vests, toothbrushes, toothpaste, and nappies. The Trussell Trust operates a network of food banks and baby banks across the UK, o ering emergency support to families facing di cult circumstances. Amanda also purchased and wrapped Christmas presents to bring joy to children during the festive season.
www.mycarrypotty.com
Splash About launches cute range of ear bands for the pool
Baby and children’s swimwear brand Splash About has added a range of neoprene ear bands to its collection of kids’ swimming accessories. Stretchy, adjustable and available in five cute colours these ear bands will hold ear plugs in place and keep hair out of children’s eyes.
“When the temperature dips outside, kids swimming classes can lose their appeal especially with an increase of coughs and colds during the winter months,” commented Splash About’s Joint Managing Director Samantha Williams.
“Splash About has your kids covered –literally – in and out of the water. Our warming wetsuits are especially designed to stop shivers in the pool and the new ear bands are suitable for children who are prone to ear problems or don’t like getting water in their ears. They’re also perfect for keeping ear plugs in place, keeping hair o the face and an alternative to tight swimming caps. Once out of the pool our waterproof eece-lined After Swim Onesie with ribbed cu s and large cosy hood will keep your little one snug and warm on the journey home.”
Samantha added.
The 2mm neoprene ear bands are available in pink, lilac, pistachio, red and cashmere blue and are adjustable to t children aged 2-6 years. www.splashabout.com
Iconic British Nursery Brand Unveils New Home
Cheeky Chompers, the multi-award-winning British nursery brand behind the iconic Neckerchew teething bib, has con rmed it is now owned by parent company Parentease Innovations Ltd. Continuing the brands mission to help make parents lives easier, Parentease will prioritise delivering and developing innovative baby products, to add to their current 10 strong, product range.
Continuing to work with a range of British retailers including John Lewis, Mammas & Pappas, Next and Waitrose, as well as many independent local retailers, Parentease looks forward to supplying trade customers across the UK.
Cheeky Chompers Co-Founder Amy Livingstone said: “The trading conditions over the last 4 years have been extremely challenging, however the brand of Cheeky Chompers is strong and loved by parents around the world. We will continue to work really hard to grow the brand, develop innovative, intuitive products to help make parents lives easier. Cheeky Chompers was developed out of a need as new parents ourselves, to nd a teething solution that stayed attached to the baby. We strive to continue to develop award winning, practical, safe and stylish products designed through understanding that it’s the little things that make the biggest di erence to help parents and babies. We are so grateful to all of our trade partners who have, and who continue to support our UK brand and look forward to future growth with our partners.”
www.cheekychompers.com
Avionaut AeroFIX RWF with IQ Orbit Base Achieves Swedish Plus Test Certification
Avionaut, a leading brand in child car seat safety, is proud to announce that the AeroFIX RWF car seat, paired with the IQ Orbit rotating ISOFIX base, has successfully passed the renowned Swedish Plus Test. This prestigious certi cation marks a signi cant milestone in the company’s commitment to providing the highest standards of safety and protection for children on the road.
The Swedish Plus Test, one of the most demanding and comprehensive car seat safety tests in the world, evaluates car seats on their performance during high-impact side collisions. It is known for its rigorous criteria, making it a coveted achievement for car seat manufacturers.
Avionaut’s AeroFIX RWF, when used with the IQ Orbit base, exceeded these challenging standards, ensuring top-tier protection for children in the event of a side-impact crash.
The AeroFIX RWF is designed to be installed rear-facing (RWF), which is proven to be the safest position for infants and toddlers. When paired with the IQ Orbit base, which features easy installation and advanced safety indicators, including light and sound signals to con rm correct installation, the car seat
delivers exceptional security, comfort, and convenience for parents.
The AeroFIX RWF has also been certi ed by AGR, a respected German organisation comprising over 150,000 physiotherapists and doctors specialising in spinal disorders. Its thoughtful design ensures that by choosing the AeroFIX RWF, parents are not only safeguarding their child’s immediate safety but also supporting their long-term spinal health and well-being.
“We are thrilled to have our AeroFIX RWF pass the Swedish Plus Test,” said Kacper Bednarczyk, Commercial Director at Avionaut.“ This achievement highlights our unwavering commitment to safety, ensuring that our customers have access to products o ering the highest level of protection for their children. The Plus Test is one of the most trusted benchmarks for child car seat safety, and we are proud that our products meet these rigorous standards.”
www.avionaut.com
www.b-p-a.org
If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.
BPIA notice board
Looking back at 2024
Whilst we are all welcoming in the new year and looking forward to motivating business challenges in 2025, the Baby Products Industry Association (BPIA) can certainly re ect back on signi cant change and progress paving the way for exciting developments for the industry trade association in the coming years.
2024 saw the rebranding from Baby Products Association to the Baby Products Industry Association with a fresh new logo; a new proactive management team and numerous new collaborations adding greater bene ts to companies joining the association.
An active membership drive saw the recruitment of 15 new members (listed below) and eight new Associate Members including Targi Kielce (Kids Time trade show Poland); CBME Turkiye (trade show Turkey); Kind + Jugend (trade show Germany); CBME Shanghai (trade show China); Nursery Today (UK trade magazine); Progressive Preschool (UK trade magazine); Acid (Anti Copying in Design) and AR Kids (3D modelling). Many Associate Members are o ering signi cant discounts and bene ts to BPIA members (more of which can be found on the website at www.b-p-a.org)
Marc Hardenberg, chair of the BPIA, comments: “The last year has been extremely active for the BPIA with signi cant changes and numerous challenges along the way. We have been keen to give the association a fresh new image and a dynamic approach to industry collaborations which will not only bene t members, but will increase the UK’s baby products industry pro le worldwide. Whilst still concentrating on important aspects of safety work, we are focusing on a wider commercial platform making international trading less complicated and more cost e ective for our members.
“In 2025, we will also be concentrating on improving consumer
awareness of the BPIA and the role that it plays in ensuring safe products for babies. The worldwide web delivers products from around the world to new parents, some of which are from dubious sources and potentially unsafe. We will be working with members and partners to raise awareness of this and also to collaboratively provide consumer advice and information on best practice and safe use of day-to-day baby products.
“We are excited to have many of the best known baby brands in membership; and hope to encourage more and more to jump on board to promote and grow the industry for years to come. There are many tangible benefits to membership, but importantly, by working together, manufacturers and suppliers of baby products have the opportunity to change and shape the future of our industry. I urge anyone who isn’t already a member of the BPIA, to find out more about joining.”
New members
• Amazon
• vital innovations
• Pipetta
• Mama Bamboo
• mabel and me
• Raskelf Ltd (Nursery Connections)
• Solution EU
• Apramo UK Limited
• Buggy Skies Ltd
• The Nest
• Red Kite
• Bu Grip
• Dote
• Borrn
• love to dream ltd
Are we running out of babies?
According to an article by Christopher Stevens in the Daily Mail on 4th January, Britain could be facing a ‘Babygeddon’ as statistics point to a shocking fall in birth rates.
According to gures from the O ce for National Statistics (ONS), last October, only 591,072 babies were born in the UK in 2023. That is the lowest gure for almost half a century and a drop of more than 14,000 on the previous year. This is despite the fact that more women than ever in our history are of ‘child-bearing’ age (between teens and menopause). However, the average age for new mums is now 30.9.
The Organisation for Economic Co-operation and Development (OECD)
advises that women need to have 2.1 children on average to maintain the population. The UK gure is just 1.44 – and it’s not just in the UK that birth rates are falling. Apparently Malta has the lowest reproduction rate where live births per woman averages at 1.08; in Albania 1.21; Poland 1.29; Spain 1.16. Ireland has a slightly higher rate of 1.54.
Reasons for the drop in birth rates are cited as the cost of living with couples struggling to pay rent whilst trying to save to get on the property ladder; the breakdown of the nuclear family since the introduction of the contraceptive pill in the 1960s, the decriminalisation of homosexuality which has freed people from tradition gender roles; and also women choosing not to have babies in a world beset by war and feeling less safe than when they were children themselves. Others fear that it is somehow irresponsible or ecologically unsound to have a family. We will continue to monitor the situation with interest.
CBME Turkiye reports a successful 2024 show
BPIA Associate Member CBME Turkiye, which took place in place at the Istanbul Expo Center from 11th to 14th December 2024 reports a marked 11% increase in visitor density (visitors per square meter) highlighting its growing popularity and global appeal.
Overall the exhibition welcomed nearly 12,000 attendees with international buyers from over 100 countries accounting for 30% of the total. Notable growth markets included Bosnia Herzegovina, Uzbekistan, Iran, the UK, USA, Romania, Oman, Pakistan, Poland, Tajikistan, Brazil and Spain.
The show included an impressive lineup of 1,000 international exhibitor brands from 10 countries with an array of trending products including apparel, toys, feeding equipment and furniture meeting the evolving needs of the global baby and children’s products markets.
Hatice Dincer, event director, comments: “We are proud to host an event that not only showcases industry trends, but also fosters meaningful business connections, helping our participants navigate challenging economic times.”
BPIA members exhibiting at CBME Turkiye 2024 were offered generous discounts. The Association is collaborating with the organisers for similar benefits for this year’s show which takes place from 3rd to 6th December 2025 at the Istanbul Expo Centre.
Promising take-up for UK Pavilion at Kind + Jugend
Following confirmation that the Baby Products Industry Association (BPIA) will be hosting a UK Pavilion at Kind + Jugend from 9th to 11th September 2025; the trade association is delighted with a positive industry response.
Marc Hardenberg, chair of the BPIA, comments: “We have more than 10 companies already confirmed that they wish to participate. We are currently in the process of working out packages and hope to announce these early in the new year. We will then be able to allocate specific stand spaces.”
Having secured the UK Pavilion space at the show’s early bird rate, members participating will benefit from an attractive all-inclusive package including early bird conditions and booth construction.
If you wish to register interest in the UK Pavilion or wish to have an initial chat to discuss participation, please email Marc - marc@majuma.co
It’s a fact that
cold weather causes earache
Whilst the latest winter snap brings with it the usual rush of bugs and viruses, many babies (and in fact many people), will be suffering from earache caused by cold weather and the drop in barometric pressure. Like when flying in an airplane, the drop in atmospheric pressure due to changing weather can also trigger ear discomfort. Low pressure is conducive to rainy, cloudy weather, while high pressure tends to bring on clear, sunny days.
babies as barometric pressure can specifically affect the inner ear which has pressuresensitive fluid. During rapid shifts in barometric pressure, the pressure outside the ear changes more quickly than inside it. The small tunnel comprised of soft tissue and muscle, know as the eustachian tube, links the inner ear to the throat helping balance inner ear pressure through popping.
uncomfortable natural process and in winter months (and periods of lower temperatures) can also trigger allergies and subsequent fluid buildup in the inner ear with bacteria forming to develop into ear infections.
late to stock up on ear muffs and baby hats.
British by design
Nursery products that are designed or manufactured in the UK are often associated with quality – let’s all y the ag together.
Through the years the UK has been a leader when we look at trend setting and this continues to resonate in nursery products that have their roots embedded either by way of design or manufacture here in Great Britain. Nursery brands designed or manufactured in the UK are widely associated with high-quality craftsmanship and innovation. British-designed nursery products often set trends in both style and function, with many parents viewing UK-made goods as a mark of reliability and attention to detail. These brands are renowned for their commitment to safety standards, sustainable materials, and durable construction, which resonates strongly with consumers seeking long-lasting and trustworthy products for their children.
New Orchard Toys
Baby and Toddler range
Featuring all the trusted quality and value of Orchard Toys, but for little ones aged 9mths+. In soft pastel colours, the pack and product design of four new skus delivers shelf stand out, while di erentiating Baby and Toddler from Orchard Toys core ranges.
Leading the collection is beautifully illustrated Under the Sea, the unique wooden nesting puzzle champions the quality and educational fun, that is synonymous with Orchard Toys. Also available is Match and Feel, ve chunky, two-piece puzzles, each featuring unique textures, providing a multi-sensory experience, See and Sound ash cards and a Woodland Puzzle. sales@orchardtoys.com | www.orchardtoys.com
The “Made in Britain” accreditation is also a signi cant factor in this perception, symbolising a commitment to quality, ethical production, and support for the local economy. For nursery retailers, stocking products with this certi cation can enhance their reputation, as parents often seek brands that are both reliable and responsible. O ering UK-made nursery products helps build consumer con dence, driving sales by appealing to those who value superior quality and provenance. Furthermore, British-designed nursery items are seen as trendsetters, influencing international markets with their innovative features, functional designs, and fashionable aesthetics. You’ll find a host of British designed or manufactured products over the following pages that are available to order now.
On trend colourway
The sleep experts at Snüz have recently unveiled an all-new Cashmere Collection in its stylish and iconic SnüzKot.
The stunning, on-trend, contemporary shade will complement any nursery décor and is available with a choice of wooden railings in either ‘Cashmere’ or ‘Cashmere x Walnut’ across the Scandi inspired piece of furniture. From its humble beginnings as a cot bed, SnüzKot’s dynamic design support s from birth, before it seamlessly transforms into a toddler bed to support up to 4 years.
Snüz also o ers an additional junior bed extension kit, o ering longevity for parents and comfort for little ones keeping them in the same bed up to 10 years of age.
Tel: 01789 734 022 | trade@greensheepgroup.com
Handcrafted for restful nights
Prestige Sleep has been setting the British standard in nursery mattress manufacturing since 2010.
As the UK’s largest nursery mattress manufacturer, Prestige Sleep proudly supply leading UK retailers, crafting every single mattress by hand in their Kent factory.
With decades of expertise and a commitment to using UK-sourced materials, including British wool, they are the only nursery mattress brand to achieve the prestigious Made in Britain certi cation. “This mark isn’t just about origin - it’s about trust, quality, and sustainability. For us, it’s a promise of excellence,” says Operations Director Nas Nijjar.
Find out more by visiting their website. www.prestigesleep.co.uk
Exclusively designed
Red Kite’s new Play Gyms in Rose & Ivy and Woodland Walks have been exclusively designed by a British team that they have had a long standing relationship with.
The design team are well aware of Red Kite’s core principles when designing product and always incorporate those while producing beautifully thought out designs.
Both the Rose & Ivy and Woodland Walks designs launched in 2024 received great feed back from customers and parents, be sure to call the Red Kite sales team and add these British designed products to your range.
Tel: 01454 326 555 | sales@redkitebaby.com
Award winning products, designed in the UK, loved around the world.
For wholesale orders contact info@cheekychompers.com
Pioneering Quality: Why British Made Matters
The nursery sector is one where customers – parents – have zero room for compromise. Safety, quality and reliability are absolutely paramount. But for manufacturers, proving you can deliver on all those fronts can be a frustrating challenge. Here’s how Prestige Sleep overcomes that.
Buyer trust is everything – yet earning buyer trust can be especially difficult when there are so many competitors in the market whose guarantees of quality are built on flimsy foundations.
This is where the Made In Britain mark sets itself apart. Far more than just a marketing claim, it is a rigorous certification process that demands hard evidence of quality, origin and sustainability. For retailers, it’s a guarantee that the products they stock meet the highest standards. For parents, it’s peace of mind that they’re buying something exceptional.
For Prestige Sleep, a family-run nursery mattress manufacturer, the certification was a natural extension of their values. Known for their hand-crafted quality and commitment to sustainability, achieving the Made in Britain mark was both a challenge and an opportunity to demonstrate their excellence.
After an exhaustive eight-month audit throughout 2024, every material, process and skill utilised in their Kent-based production process was scrutinised.
The result? Prestige Sleep became the only UK nursery mattress manufacturer to hold this prestigious certification.
It’s a distinction that reflects exceptional craftsmanship, ethical practices and transparency, giving retailers a product they can trust without reservation and promote with confidence.
The True Value Of British Craftsmanship
At Prestige Sleep, quality starts with people. Visitors to their warehouse are immediately struck by the sheer scale of hand assembly involved in crafting each mattress. Combining traditional British craftsmanship with modern demands for sustainability and safety, team members take pride in every detail.
“When people see how much care goes into
each product, they understand our pride,” says Operations Director Nas Nijjar. “It’s not just about making mattresses. It’s about creating something parents can trust. And we’re fortunate to have a team just as committed as we are.”
The Made in Britain audit focused heavily on this craftsmanship. “The auditors examined everything, from the precision of hand-cut
We’re not just making mattresses; we’re shaping the future of our industry,” Nas says. “And we’re doing it in a way that’s honest, sustainable and proudly British. “
fabrics to the expertise required in our assembly,” explains Nas. “For us, this process was about more than simply meeting standards. It was about going far beyond them.”
Why Made In Britain Matters For Retailers
The Made in Britain mark is a seal of trust for retailers, signalling impeccable standards and ethical practices and creating a powerful competitive edge.
“Retailers tell us their customers light up when they see this mark,” says Nas. “It gives them confidence in the product and positions them as champions of British manufacturing.”
Prestige Sleep’s near-total reliance on British-made components adds another layer of credibility. Specialist coils sourced from Poland
To learn more about Prestige Sleep and their handcrafted, bespoke nursery mattresses, visit www.prestigesleep.co.uk
are the only exception. The rest, including British wool, comes from a trusted network of UK suppliers.
Building Confidence Through Transparency
The certification has further reinforced Prestige Sleep’s commitment to transparency. As Sedex members, they are already extremely comfortable with their entire production process being open to scrutiny.
Nas adds: “Manufacturing should be about showing exactly what goes into making a product – from the first stitch to the final delivery. That kind of honesty builds trust, and trust is everything.”
Looking Ahead
For Prestige Sleep, the Made in Britain certification is a foundation for the future. By blending traditional craftsmanship with modern innovation, they are proving that British manufacturing still leads the way and is deserving of global recognition.
“We’re not just making mattresses; we’re shaping the future of our industry,” Nas says. “And we’re doing it in a way that’s honest, sustainable and proudly British.”
Cheeky ideas that make a big difference
Cheeky Chompers design intuitive baby products to help make parents lives easier.
Julie Wilson and Amy Livingstone started award winning nursery brand Cheeky Chompers when they were on maternity leave. They identified a gap in the market for an attachable teething solution following their own experiences picking up and sanitising dirty teethers, and decided to develop their own product to solve this issue…
In February 2013 Cheeky Chompers o cially launched with their innovative Neckerchew, “The world’s rst chewable dribble bib for teething tots”.
The Cheeky Chompers range comprises the Neckerchew, Comfortchew, Neckerbib, the Cheeky Blanket, the Muslin Collection, Animal Teether Collection, Handychew and recently entered new territory with the Flexi-Brush. The brand also boasts a beautiful range of gift boxes to suit every budget!
Mini in size, but big in benefits
The latest addition to CuddleCo’s bestselling nursery range is the Clara Cashmere Mini Cot Bed.
The Mini Clara Cot Bed still features all the CuddleCo bene ts you’ve come to expect, including 3 mattress base positions, a day bed conversion, and quality design that’s suitable from birth to 3 years. It also provides parents with a 360° view of their little one as they sleep.
Available in a cashmere finish, a warm neutral tone that is versatile and easy to pair with any nursery interior or theme. Plus, its space saving design is perfect for smaller nurseries.
sales@cuddleco.co.uk
As well as featuring on Dragons Den, the brand has scooped many award wins, including Mums Award for Handychew, Baby Award for Animal Teether,
including Platinum for Best Teething Aid and Best Baby Gift and Gold for Best Teething Product. In 2018, the Edinburgh based company was awarded the Queen’s Award for Enterprise for International Trade. info@cheekychompers.com | www.cheekychompers.com
Made in Bolton
Now in their 22nd year of business, Cosatto is one of the UK’s boldest baby brands.
From humble beginnings, working in an independent nursery shop in Bolton, Founder and Executive Chair 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 stu ’. By inventing the framed pushchair rain cover he created a brand focussed on di erence and design, which would appeal to the rule-breakers, world-shakers, and homemakers.
Three million happy babies later, Cosatto thrives as an award-
winning nursery brand creating unique, life enhancing products with super intelligent functions to make life a breeze. In 2025, it boasts 40 products across the pushchair, car seat and home equipment categories, in 220 designs, has raised over £200,000 for charity over the years and currently has a passionate team of over 50 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 collaborative relationship with Paloma Faith since 2019, designing the future with UCLAN and work with Axkid. www.cosatto.com
Silvercloud Treetops Collection
The Treetops collection from Silvercloud.
The Treetops collection has been specially designed to help create an individual themed nursery, using 100% cotton with soft-touch fabrics, it features adorable forest animal friends in a gentle, unisex colour palette.
Discover a matching 3 piece bedding set, sleeping bag, standard changing mat and eco-sonic changing mat that all make perfect baby shower gifts.
The Treetops collection was exclusively designed in the UK with love.
Silvercloud is the bedding brand of East Coast Nursery: a UK family-run business for over 60 years, supplying awardwinning products for babies.
Babies come with a list of essentials that are required. Here we shine the light on products that are often referred to as baby essentials.
Expectant parents often research baby essentials like car seats, prams, and sleeping products extensively before making a purchase. Car seats are a top priority for safety and a legal requirement, with many parents consulting safety ratings and expert reviews to ensure proper installation and crash protection. Prams are another key purchase, with features like manoeuvrability, durability, and adaptability being important considerations. As for sleeping products, parents tend to seek cribs, bassinets, infant mattresses and sleep aids that promote safe sleep practices and comfort for their baby.
With information being readily available via various websites and forums, parents often turn to online reviews, parenting forums and frequently product comparison websites, while also seeking recommendations from friends or other expectant parents met within parenting groups. Retailers can play a crucial role by o ering expert advice, detailed product descriptions, and can excel as a bricks and mortar store with the opportunity to demonstrate products in-store and share their expertise and knowledge. By catering to the careful, informed decision-making process of new parents, nursery retailers can build trust, provide valuable insights, and more importantly increase potential footfall.
Snug embrace
Specially designed to keep newborns close, and carefully supported, the Ergobaby Embrace is a clever hybrid baby carrier that combines the softness of a baby wrap with the simplicity and comfort of Ergobaby’s award-winning carriers.
Easy to use, comfortable and ergonomic for wearer and baby, the Ergobaby Embrace o ers two carry positions and is suitable for babies from 3.2-11.3kg. The spreadable shoulder straps distribute baby’s weight and keeps the soft and stretchy fabric taught around baby for a snug t, while the padded head and neck support cradles baby’s head.
Available in Snug Knit or Soft Air Mesh fabrics. For more information, please contact Claire Morris on the below. cmorris@ergobaby.co.uk
Home of the Moses Basket
The Little Green Sheep’s unrivalled range provides a safe and super snug place for little ones to spend their rst six months as they grow, develop and dream.
Beautifully crafted with natural materials and using specially sourced palm leaf, The Little Green Sheep’s Moses Basket provides a calming space for baby to sleep soundly from birth. Available in many colours and prints, the lovingly woven, lightweight, and portable Moses Baskets come with a premium-quality liner made from 100% organic cotton.
Complete with the brand’s signature chemical-free mattress to create the purest environment for sleep, it o ers rm support, as recommended by safe sleep experts. It is also naturally hypoallergenic.
Tel: 01789 734 022 | trade@greensheepgroup.com
Perfect fit
The Maxi-Cosi Iora Air co-sleeper is designed to keep newborns close, safe, and comfortable during those special rst months. Its sumptuously thick mattress and soothing rocking function ensure restful sleep, while the breathable all-round mesh maximises air circulation. With ve height adjustments and an easy-slide co-sleeping function, it perfectly ts the bed. Lightweight and foldable, it’s ideal for both home and travel, with hidden wheels for e ortless room-to-room movement. Made from 100% recycled Eco Care fabrics, it’s soft, sustainable, and stylish, blending seamlessly into any modern home. A large storage basket keeps essentials within reach for stress-free care. www.maxi-cosi.co.uk
Award winning solution
The SnugLite i-Size R129 makes up the rearward facing element of the must-have SnugTurn System, Graco’s newest solution to car seat selection.
This award-winning infant car seat meets i-Size and the EU’s R129 safety standards, as well as Safety Surround Side Impact Protection, providing enhanced head and body protection. The SnugLite i-Size R129 easily connects to the SnugTurn i-Size R129 rotating ISOFIX base in seconds, allowing 180° rotation of the car seat, meaning no awkward leaning to get baby buckled in. Weighing only 3.3kg with an ergonomic handle, bringing SnugLite i-Size R129 from home to vehicle and beyond is done with complete ease.
www.gracobaby.eu/uk
Discover the Inglesina Welcome Pod
The Inglesina Welcome Pod is a newborn essential that helps baby transition from the safety of mum’s womb to the outside world.
Designed with baby in mind, the baby nest is made with natural fabrics, bamboo bre and cotton, for maximum comfort. Featuring 3D mesh inserts to facilitate breathability, the Welcome Pod puts baby’s wellness rst.
Its unique design also adapts to baby’s growth and can be used for up to 8 months thanks to the adjustable anatomical cylinder and the opening at the bottom. sales@cuddleco.co.uk
For ultimate comfort
Introducing the latest travel companion from Joie, the i-Level Pro, dreamed up for ultimate comfort on the open road.
This deep lounging infant seat boasts an ergonomic 157 recline to keep baby riding safely by car or pushchair right through to 15 months.
Built to the highest R129 safety standards, the i-Level Pro is simple to install, with a secure connection using the vehicle’s 3-point seat belt or a compatible base. Pair with Joie’s i-Base Encore to add a spin, making for easier ins and outs.
uksales@joiebaby.com www.joiebaby.com
Soothing motion
The Sway ‘n Grow from Graco is the perfect soothing swing and chair solution for little ones, with its three modes suitable all the way from birth up to age 4.
In mode one, the Sway ‘n Grow acts as the ultimate comforting cocoons for newborns, then, the insert can be removed when baby begins to sit up independently but still wants that soothing sway. As soon as little one begins to toddle about, Sway ‘n Grow can be converted into its third mode, a comfy child chair suitable up to 18kg. The soother’s sleek, modern design and on-trend neutral colour palette will complement any home’s styling. www.gracobaby.eu/uk
Practical and cosy
Suitable from birth
From a cosy newborn lounger, to a calming infant bouncer, to a fun toddler seat, the Evolve 3-in-1 Bouncer is designed with ergonomics at the forefront.
Suitable from birth (2.5kg) to toddlerhood (13.2kg), it comes with a removable, ergonomic newborn insert which supports baby from head to hips. Then as baby grows, the bouncer evolves to support each stage of development. Its natural rocking motion allows for self-regulation, and both the cotton and mesh fabric options maximise baby’s comfort while being machine washable. It’s lightweight (3.8kg) and folds at for storage/travel. Accessories available separately include toy bars plus a handy carry bag. For more information, please contact Claire Morris on the below.
cmorris@ergobaby.co.uk
Warm and cosy
Having some nappy-free time every day is good for baby’s skin and can help prevent nappy rash. After their bath, wrap them in a cuddle robe, before giving them a few minutes to get some fresh air to their skin.
These East Coast Cuddle Robes are designed to make bath times comfortable and convenient. Supplied as a pack of three robes, in gender neutral colours, they make a lovely practical gift for a new baby. They’re made from 100% soft cotton towelling, to be gentle on baby’s skin. With hoods, to keep baby warm after a bath.
The Rock-a-Bye Bedside crib is a co-sleeper crib allowing safe sleeping next to bed.
Use as a standalone crib and the soft oatmeal fabrics and nish will compliment any home setting.
Featuring a unique soft rocking base that can help soothe any fractious babies and can x for use as a static base. Mesh sides always allow full view of baby and aids air ow to keep baby always cool.
Tel: 01454 326 555
sales@redkitebaby.co.uk
Easy to install
Ride in luxury and install with ease, whether on the go with the built in ISOFIX points or paired with the i-Base Encore to add a 90o spin - this seat is ready any time anywhere.
Sprint meets the highest ECE R129/03 safety standard with mandatory side impact testing. The Tri-Protect headrest o ers security with three layers of protection inside the wings including patented Intelli-Fit memory foam. The three-point harness, with its shoulder and lower buckle covers, easily tightens with one pull motion, to keep little one safe and snug.
uksales@joiebaby.com www.joiebaby.com
Staycation, vacation, day trip or popping to the shops – here we shine the spotlight on a great selection of products available for parents when out and about or travelling away from the home.
Ultra compact
Luxury strolling when out and about
Maxi-Cosi Fame rede nes luxury strolling for both parent and baby from newborn to four years old.
This innovative pushchair and travel system features the inventive LumiRide LED lighting system, to illuminate darker streets and pathways, always keeping parent and baby safe and visible. A spacious height adjustable Close2Me carrycot ensures parents never get backache when lifting their newborn in and out. With an integrated SoothingSlope, parents can easily adjust the incline to aid with re ux and discomfort. This plush carrycot also has a reversible, breathable memory foam mattress and ventilation window, encouraging optimal sleep and comfort for baby. www.maxi-cosi.co.uk
The FoldLite LX is an upgraded model of Graco’s parent favourite ‘FoldLite’ travel cot, with the addition of a raised bassinet for newborn naps or fuss-free nappy changes.
The FoldLite LX breaks the travel cot mold with its lightweight, innovative frame and ultra-compact two-option fold. The Home Fold is a quick compact foldaway and pop-up option for at home, and the Travel Fold is ultra-compact for maximum convenience and portability when away from home.
So, whether using at home for play times and packing away neatly at night or popping into the boot of the car for visiting friends and family, the FoldLite LX is a breeze to fold, unfold and stow away. www.gracobaby.eu/uk
Home or away
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 a 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 rm 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
on the go encore bundle
4 perfect pairings all in one when you combine versatrax™ 4-in-1 pram, i-Snug™ 2 infant carrier, ramble™ xl carry cot, and i-Base™ encore
For more information and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com
Stylish and lightweight
The Maxi-Cosi Swift is a stylish and lightweight 3-in-1 solution designed for families on the go.
At just 7 kg, Swift transforms effortlessly between a newborn bassinet, toddler cot, and sturdy playpen, making it a versatile companion from birth to 3.5 years. Its unique two-stage mattress unzips for a snug newborn fit and expands as baby grows. With a lightning-fast one-second fold and compact carry bag, Swift ensures quick setup at home or away. Designed for comfort and ease, Swift’s innovative features simplify busy family routines, providing a perfect space for play, sleep, and everything in between. www.maxi-cosi.co.uk
Birth to big kids
Meet pact pro, the newest compact fold to join the Joie portfolio.
Designed for every journey from birth to big kids, the pact pro is three strollers in one, compatible with Joie infant carriers and carry cot (sold separately).
Whether little one wants to sit up and take in the sights or lie back and snooze, there is an option to suit, thanks to the multiple recline positions. Light as a feather, at just 6.3kg, the pact pro is super easy to fold with a quick one hand action, to create a compact, freestanding fold.
uksales@joiebaby.com www.joiebaby.com
The carrying way
An Ergobaby Omni carrier is the ultimate travel companion for adventurous families.
Ergonomic, comfortable (even after long periods of wear), and easy to use, as well as being suitable from birth to toddlerhood (3.2kg-20kg), and o ering all four carry positions, they are the ultimate all-rounder.
Mesh fabrics keep both baby and wearer cool in warmer climes or during strenuous wearing and they pack down small to be easily transported when not in use. All Omni carriers are machine washable, come with the brand’s ErgoPromise lifetime guarantee and are packed with a multitude of handy features that make parents’ lives easier. For more information, please contact Claire Morris on the below.
cmorris@ergobaby.co.uk
Hugging not lugging
This ergonomic baby carrier from Joie, Savvy lite air, makes baby wearing all about hugging not lugging, with 3 modes of use for in a super breathable mesh fabric.
Perfect for developing spines, savvy air and savvy air light keep little ones cradled in their natural C shape, hugging them in their favourite foetal position, as well as protecting their hips in an ergonomic M position.
The smart and secure lumbar strap distributes weight evenly and adjusts easily for a ne-tuned t. Soft but sturdy support cradles little heads, so even brand-new babies can snuggle up securely.
The lightweight mesh has been specially designed to let delicate skin breathe. AutoClick magnetic buckles on the shoulder straps make it super easy to get savvy air lite on and o , making it ready for any adventure in a click.
uksales@joiebaby.com | www.joiebaby.com
Explore the world with Doona X
The Doona X Car Seat & Stroller has been designed for life on-the-go.
From running errands to travelling by car, train or plane. Doona X is the ideal solution for exploring the world with a newborn, with freedom and exibility.
Its adaptable, 2-in-1 design is perfect for travelling and saves parents having to pack both a car seat and stroller. Featuring three adjustable recline positions, including full recline mode, Doona X serves as an all-in-one solution, functioning as both a car seat and stroller.
Along with ultimate ease in every ride, Doona X is R129 certi ed and incorporates an integrated harness and headrest for enhanced ease and safety.
sales@cuddleco.co.uk
Stylish and spacious
This fabulous carry bag carries all items for travel needs, whether out and about or on the go.
Users of this backpack can rest assured in the knowledge that this bag has them covered and holds all the essentials needed when out and about with little one.
Styled in soft padded knitted fabrics give a stylish and luxury feel whilst making sure it delivers on functionality.
Tel: 01454 326 555 sales@redkitebaby.com
The power of AI
Dote is the rst integrated AI powered smart baby monitor, app and travel system for monitoring both inside and outside of the home. Nursery Today caught up with Denise Namakando, Chief Marketing O cer to nd out her thoughts on the changing landscape of baby monitors.
Why do you believe baby monitors are such an essential tool for parents? What role do they play in enhancing peace of mind and safety?
As a mum of two, I can tell you that baby monitors are an absolute game-changer for peace of mind. When you’re a parent, there are endless moments when you can’t be right there with your little one - whether they’re napping in the cot, playing quietly in the next room, or you’re on the move with them in the stroller or in the car. Those moments, especially with babies, can ll you with worry. Are they okay? Have they woken up? Are they too hot or cold?
Baby monitors give you that crucial reassurance. They allow you to check in visually or audibly anytime, without having to be physically there, which reduces anxiety and lets you get on with other things, or sleep without worrying. With the rise of smart baby monitors, the added bene t is being alerted proactively - things like sound and motion noti cations means you can step away from the constant worry and whether it’s making a cup of tea in another room or simply taking a deep breath, it’s the kind of peace we all need as parents. Especially when life can sometimes feel overwhelming when raising young kids. How has the design and functionality of baby monitors evolved over time, especially with advancements in technology?
The evolution of baby monitors has been nothing short of incredible. When I rst became a parent, the monitors were pretty simple and the under mattress sensor pads were the new technology. But now, with the rise of AI and smart tech, we’ve entered a whole new level of monitoring. Today’s baby monitors like Dote’s aren’t just about hearing a cry; they’re about understanding your baby’s comfort and wellbeing in realtime.
It’s about more than just monitoring; it’s about giving parents meaningful insights to make informed decisions. Having that type of data in the palm of your hand can help give parents reassurance so they can rely on their instincts with the data to back them up, rather than second guessing themselves over a change in their baby’s patterns or routines. That’s a real gamechanger especially in the early days when you’re seeing your health visitor or doctor. Rather than scrambling around in your phone notes or trying to remember through the fog of sleep deprivation, all the data you need is right there whenever you need it. This type of evolution in baby monitors and the tech behind it is really empowering parents to take control without adding stress.
Can you share some of the key innovations Dote Baby has incorporated into its monitors? What features set your products apart from others on the market?
What excites me most about Dote is how we’ve designed our products with the unpredictable nature of parenting in mind. One of the things that really sets us apart is the portability of our smart baby monitor. Our Dote Buddy isn’t con ned to just being in the nursery or at home. It works seamlessly wherever you arewhether you’re out for a walk with the pushchair or in the car, it’s all connected through our app. That’s because we believe parents both want and deserve the bene ts of smart monitoring whilst on the move. In fact, over 60% of parents we surveyed told us they nd real value in our connected eco-system. That’s why we’ve brought di erent categories together so now parents can enjoy smart monitoring throughout more of their day and night.
For me, that combination of AI-powered insights, real-time data and ex on the go, makes this really special. And it’s all in one place, your Dote app, which keeps it simple and stress-free. It’s not just a monitor; it’s an entire support system and Knowledge Hub that goes wherever life takes you.
In what ways have consumer expectations and needs changed in recent years, and how has Dote Baby responded to these shifts in the baby monitor market?
Parents today are juggling more than ever before. We’re no longer just looking for something that ‘works’, we want technology that supports our lifestyle, rather than adding more complexity. In the past as we’ve discussed, baby monitors were pretty basic. But now, with all the pressures on parents, we need tech that not only monitors but also provides us with real-time, personalised insights and reassurance
with a simple-to-use interface that makes us feel supported and understood.
At Dote, we’re responding to this shift by creating a smart baby monitor that o ers that blend of sophisticated tech and simplicity for the user. We’ve integrated AI to provide meaningful noti cations based on real-time data, like smart cry noti cations, setting up virtual boundaries or monitoring temperature so parents can take quick action wherever they are both in and out of the house. And, of course, privacy and data security are top priorities. Today’s parents are hyper-aware of where their data goes, and we’ve built Dote with full transparency on how infant data is used.
How do you use data or customer feedback to shape the next generation of baby monitors? Are there any emerging trends you’re seeing in consumer preferences? We’re always listening to our parents. The feedback we’ve received so far has been instrumental in shaping the next steps for Dote. For instance, we know how valuable it is for parents to have all of their baby’s data in one place. We’ve been integrating more functionality into our app to help parents track developmental milestones, sleep routines, and even feeding schedules. And based on feedback, we’re always ne-tuning to make sure our interface is intuitive and stress-free. We’re passionate about building a Dote village - including both parents and experts. The partnerships we’re looking to build with paediatric researchers, institutions and medical experts is also key. It’s not just about the here and now; it’s about playing our role in paving the way for better infant research and healthcare. Parents who use Dote are not just bene ting from cutting-edge technology, they’re contributing to critical research that could change the way we understand early childhood development through the partnerships we’re building and the insights we’re getting from real parents. It’s an exciting time, and we’re evolving with both parent feedback and the latest in academic and medical research. What technological innovations (e.g., AI, connectivity, audio/video quality) do you foresee influencing the future of baby monitors in the next 5-10 years?
The future of baby monitors is all about creating a deeper connection between technology and the emotional needs of parents. One area I’m excited about is the predictive nature of future baby monitors. AI will continue to evolve, with smarter algorithms that can predict more speci c, personal events and learn from historical data to make well informed future recommendations. The big shift being away from manual entry so that the tech does all the legwork for you and you can go back to enjoying time with your baby, rather than worrying about logging their nap times down to the last second or comparing schedules to previous days.
We’re also going to see more robust integration between monitors and apps. And with advances in audio and video quality, it will feel even more like you’re physically right there with your baby - regardless of where you are.
The future of baby monitors isn’t just about seeing or hearing your baby; it’s about creating a connected experience that supports the health, safety and wellbeing of your child and the peace of mind of their parents.
www.dotebaby.co.uk
Smart monitoring
Baby monitors are now deemed an essential tool for parents, providing peace of mind enabling them to keep an ear or eye on their baby while away from where the infant is sleeping.
Traditionally, baby monitors were audio-only devices, transmitting sounds from the baby’s room to a receiver in another area of the home. These are still popular due to their simplicity and e ectiveness, especially for parents who only need to listen for crying or other sounds.
However, as an evolving nursery category, advancements in baby monitor technology have expanded the options available to parents. Smart monitors, which combine video, audio, and even advanced features like motion detection, temperature sensors, and two-way communication, are becoming increasingly popular and are now a solid purchase by parents. These devices connect to smartphones or other smart home systems, allowing parents to check in on their baby remotely through apps or even receive alerts if certain conditions are met, such as the baby moving or the room temperature changing.
Before purchasing, parents often research these monitors thoroughly, comparing features, reliability, and security, especially as there have been reports that some smart monitors have been vulnerable to hacking. Reviews, recommendations, and expert opinions guide these decisions. Parents prioritise ease of use, battery life, and the range of features, ensuring they select a monitor that ts their needs while o ering both convenience and security. You will nd among the following pages monitors which are all available to order now to o er to your customers.
VTech Go From Strength To Strength Dual HD Camera lenses
There simply isn’t any other option when it comes to baby monitors but VTech in the UK market…. that’s not only what you’d expect the brand to say, but the hard facts from GfK who have just con rmed that the market leader is up to 75% share, essentially three in every four monitors purchased is from VTech!
VTech has been #1 in the UK for two years, growth attributed to o ering a product at all price points and budgets, whether it be a basic audio monitor for £25 right through to the latest smart wi- enabled technology at £200 and over, VTech continues to innovate with new monitors, including the RM7787 7” Over-the-Cot ultra smart monitoring solution, which goes directly up against the historical over-cot camera from Owlet and Nanit, with enhanced features and a much more a ordable retail price.
Full range available from Murrays Health and Beauty. www.murrayshealthandbeauty.com
The Nursery Pal Dual Vision Baby Monitor is a 5” Smart HD Dual Camera monitor from Hubble, designed with parents, children and their needs in mind.
Featuring Hubble’s patented Dual HD Camera lenses, users can easily adjust the view between standard or wide-angle, both of which can be viewed in split-screen. Another standout feature is the AI Motion Tracking, which automatically pans and tilts to follow any movement within the frame, providing a high-de nition view of the child.
This innovative baby monitor also o ers a unique way for parents to communicate with their children through an intercom-style system called Connect Chat. A button at the base of the camera allows the child to communicate, and parents can respond either via the included parent unit or through a compatible smart device using the HubbleClub app!
Dote Buddy is the AI smart baby monitor that makes in-and-out of home monitoring possible for the rst time as part of an integrated ecosystem of parenting products and an intuitive app.
Dote Buddy transitions effortlessly from the cot to the Dote pushchair or car, all while providing parents with real-time personalised data on their baby wherever they are. So, whether it’s detecting baby’s cry, tracking their sleep patterns, setting up virtual boundaries or monitoring their development such as sleep, feeds or temperature, Dote Buddy brings it all together in and out of the home within an intuitive app, so that parents can have more confidence that baby is happy and safe. Dote Buddy is more than just monitoring; it’s about giving parents meaningful insights for a more reassuring parenting journey.
Launching in 2025. Interested in learning more? Visit the Dote Baby website or email Dote’s Sales Director Joe Swanston on the below. joe@dotebaby.co.uk | www.dotebaby.co.uk
Connected home
The intelligent See Pro Baby Monitor is part of MaxiCosi’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 noti es parents, translates the cries, and helps to decipher whether the baby is sleepy, fussy, hungry, gassy, or agitated.
The See Pro even o ers 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 ve-inch parent unit. www.maxi-cosi.co.uk
Smart monitoring
Every parent deserves a Chillax Baby Monitor for an Easier & Safer “Chillax Parenting”
Chillax create safe, modern and uniquely designed parenting technology by improving the basics, so you can focus on what matters most - your children.
Chillax Smart Video Baby Monitors provide a seamless, secure dual-mode experience with a Unique Patented Wi-Fi Camera ON/OFF switch that lets’ parents have full remote access control to ensure security and privacy.
The ChillaxCare app offers baby-centric features, not just the live streaming and motion-triggered recording features. It assists in tracking and recording the baby’s growth, development and much more. Gaelle.green-garandel@atlinks.com | www.chillaxcare.com
Large screen size
LeapFrog have just launched the eagerly awaited LF4917HD 7” smart baby monitor, their largest screen size wi-fi enabled monitoring solution with a large array of high-level features to assist parents keep an eye on their little on whilst they nap.
No longer do such baby monitor simply allow you to view baby, the technology is akin with that of market leading and sophisticated smart security cameras, offering sound, movement, temperature and humidity alerts.
According to GfK, LeapFrog has maintained its position as #2 baby monitor brand in the UK, the rich features, premium packaging and strong marketing certainly appear to resonant with consumers.
www.murrayshealthandbeauty.com
Barking Mad
Pramland’s John Barker is feeling upbeat as we start 2025. This month John looks back at 2024 and his hopes for the year ahead.
2025 is here and the hopes of an industry are resting in its hands. 2024 was a very odd year for us but I have to be completely honest I was pleased how it ended for us. The year started badly but improved slowly as the months ticked by. Despite a worse than projected Christmas period 2025 has certainly made up for it so far. The con dence I felt during the course of 2024 is still there and I’m sure this year will see further improvements for us (and all of you too). 2024 saw some really big changes for us with a swing in popularity for some brands. This month I thought I’d have a look back at the year and what products have performed for us and what I’m looking forward to in 2025.
If I had to summarise 2024 using a single phrase it would have to be “the rise of Venicci”. The Venicci range has been a popular option for many parents over the past few years, especially since the launch of the “Tinum” chassis systems. When Venicci took the decision to restructure their prices the impact was signi cant and instant for us. I never thought I’d see the Oyster 3 pushed o its throne as our best-selling travel system but the
reduction in price meant that a product that was historically a couple of hundred pounds more was suddenly within touching distance and parents to be ocked to it. It’s meant that the Venicci Upline is now our No 1 selling travel system in store.
With the recently announced Oyster 4 due to arrive in the spring it will be interesting to see if it’s able to nudge the Venicci out of the way and regain the top spot for BabyStyle.
We’ve seen some brilliant growth with Cosatto thanks mainly to two very impressive products and an improvement to another. The launch of the Wow 3 and its one-piece fold brought a host of new customers to Cosatto and this was only boosted further by their introduction of their rotating base with the Acorn 2. The recently launched Giggle 4 has also seen a great level of interest thanks to its brilliantly low price and fully featured bundle. I’m looking forward to seeing how this great range develops further and what growth we’ll see o the back of it.
Last year saw us exceed all our expectations for Bugaboo sales. Thanks to a re t at the end of 2023 our display was looking pristine with
If I had to summarise 2024 using a single phrase it would have to be “the rise of Venicci”. The Venicci range has been a popular option for
many parents over the past few years, especially since the launch of the “Tinum” chassis systems.
Fox 5, Dragon y and Donkey all performing exceptionally for us. Despite customers at rst glance appearing to be worse o they didn’t want to compromise, and we found premium brands, just like Bugaboo seeing great sales throughout the year. Their sales where only bolstered further thanks to the launch of the popular Noir collection towards the end of the year.
We saw a couple of new brands join our range towards the end of the year, with BeSafe and Silver Cross being the standout names. BeSafe has allowed us to o er something di erent to our customers and I’m pleased how it’s been received so far. Fingers crossed we’ll see some good sales on these
fabulous seats. Silver Cross landed on the shop oor just before Black Friday and we were blown away by its popularity. Not only did it hit the shop oor and immediately start to generate good sales, but we saw a signi cant increase in customers visiting the store o the back of it. The pulling power of a large brand cannot be underestimated, and we’ve found parents to be happy to travel a fair distance to shop with us because of it.
Nursery furniture continued to under perform during the course of the year. We saw a very hit and miss sales pattern to nursery orders. Parents simply looked to be choosing second hand instead of buying new. The number of requests we got for “just a
mattress” or a new set of fittings would suggest that Facebook marketplace was a definite go to location for parents to be. Despite us seeing a significant decline in our furniture sales we managed to maintain our annual sales thanks to stronger than usual wheel sales. The drop off in furniture sales was nowhere near as severe as the drop in next to me sales. The success of the next to me market has really had a negative impact on the longevity of the market. Parents that had purchased and used a next to me crib are selling them used, but like new only a few months after buying them. We’ve experienced a huge increase in requests for next to me mattresses as a result. I guess we should be glad that at least some parents are mindful enough to replace the mattress.
The battle for the number one infant carrier on our shopfloor continued in 2024. The Maxi-Cosi Pebble 360 Pro saw huge success in 2023 since its launch as parents to be fell in love with the slide tech base. As 2024 came around we found that the balance shifted slightly in the favour of the Cybex Cloud T (thanks to some impressive ADAC scores) and we found that they are almost matching
each other 1 for 1. Let’s be honest, both seats are fabulous and whichever option parents to be plumped for they would have a remarkably good seat that they could rely on. I’m sure 2025 will see innovation from one, or both of these two brands to try and give themselves the edge over the other – but who will strike first?
As 2025 starts, Mamas & Papas stockists have the impending launch of their new wheeled offering. I touched on this previously but I’m still very excited to be able to offer this to our customers. Something tells me that it could be a contender for our number one travel system come the end of the year.
Overall, I have to say that I’m glad to see the back of 2024. It was a year that caused a lot of stress and headaches but also ended up being better than it really should have been.
With the recently announced Oyster 4 due to arrive in the spring it will be interesting to see if it’s able to nudge the Venicci out of the way and regain the top spot for BabyStyle.
retailer opinion
Nursery Today caught up with independent retailer Snuggle & Stroll’s co owners Sophie Dembrey and Jess Munn to gain their insight on how business as an independent nursery retailer was for them in 2024 and a look ahead at business during 2025.
How was 2024 for your business?
2024 was a great year for Snuggle & Stroll. We welcomed new brands into the store which have been popular with our customers. We extended our opening hours to 7 days a week and as a result our team grew. We have continued to receive excellent feedback on our service with lots of orders confirmed and completed. All of which justifies why we’ve made our decisions to expand our shop.
Did you notice any particular consumer spending trends throughout the year?
We noticed consumers are prepared to spend more on their infant carriers. Favouring one with a reclining feature and a swivel isofix base. Consumers were happy to spend the extra on an upgrade. March was our busiest month in 2024 in readiness for a lot of August/September due dates! Was there a product category that performed well for you?
Throughout the year, our wheeled goods continued to perform very well. We’ve found that our bundle ranges are also popular, particularly for first time parents. They offer great value, are simple to understand and provide a real comfort that you’ve ‘got what you need’ when you’ve welcomed your new arrival. Plus with our payment options, consumers are able to spread the cost out on the wheels they want.
As we start 2025, what are your hopes for the year ahead?
To smash 2024’s total number of customers helped and orders taken! Jokes aside, we want to continue to grow our business and welcome even more customers through our door. We’ve got a reliable and stable workforce now, meaning we can focus on bettering our business as we approach our 3rd year trading.
Do you think there will be any notable consumer trends this year?
I think neutrals will continue to be very popular however with a pop of burgundy. This colour is everywhere at the moment and a couple of suppliers have got this colourway coming out. What type of support will you be seeking from your current suppliers?
I think the biggest support from our suppliers is always regarding stock issues. Our reps have been amazing at helping ease our stress over this. Also, our team has grown so we will be looking at in store training days with our reps. We’re often the only ones our reps see, so it would be lovely to give our team the opportunity to meet them and help with their learning.
Will you be looking to make any adjustments to the business this year?
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As we continue to grow, we are looking into more storage space. This will give us an opportunity to store more stock for exclusive in store offers. We’re also looking to up our marketing game and look to network even more locally!
As we continue to grow, we are looking into more storage space. This will give us an opportunity to store more stock for exclusive in store offers. We’re also looking to up our marketing game and look to network even more locally!
Are you looking to onboard any new brands this year?
We’re not actively seeking any new brands to onboard at the moment, we finished 2024 by welcoming Bugaboo into the store. Which we are still buzzing about! However, we always keep our options open. So watch this space.
What challenges do you feel 2025 may bring?
Online retailers continue to be our biggest
challenge with customers googling to find a better price. We do our best to price match but it can hit us hard. However, we keep positive and focus on what we can offer. Such as personalised payment plans, free storage, complimentary build service, excellent customer service and aftercare support.
Finally, do you have any news on the horizon that you would like to share with Nursery Today readers?
We’ll be 2 in April, so of course we’ll have some celebrations and exclusive offers. We’re also looking at redesigning our website - so watch this space!!
Nursery Today caught up with Debbie Homer-Davis, The Baby Lady’s Managing Director to gain her insight on how business as an independent nursery retailer was for them in 2024 and a look ahead at trading during 2025.
How was 2024 for your business?
I think it’s safe to say that 2024 had proven challenging. With the falling birth rate and a squeeze on consumer confidence it’s become evident that some retailers are becoming so desperate that it’s been a race to the bottom price wise. We have tried to steer away from the worst affected products and stick to our core principles of service and value.
Was there a product category that performed well for you?
Wheeled goods have always performed well for us, customers value the personal advice and great aftersales service we provide. We have also seen growth in our car seat categories where we have worked really hard to carve out a niche as a specialist centre for excellence and problem solving. We have a team of specialist fitters who will happily install and fit customers car seats and recycle all the packaging.
As we start 2025, what are your hopes for the year ahead?
I hope that the industry as a whole will have a look at profit ahead of numbers. With a fall in birth rate and a rise in overheads we need to concentrate on providing the best products, service and advice for parents which can come at a price especially if we want to keep real stores open to the public. Constantly cutting margin is leading to poor service that reflects badly on the whole industry.
What type of support will you be seeking from your current suppliers?
I would like to see a lot more support from some suppliers with things like shop floor or demo stock. Some suppliers value the space that we give them on the floor, others always want more space and expect us to pay full price for stock and especially for smaller stores, this is a huge challenge. Maybe there could be a pool of demo stock that could be loaned to stores like us on sale or return so we can try them before buying or use them for socials.
I would also like the trend for eroding margin when things are on promotion stop. We are already losing ££££ we don’t want to lose 5 % or even 10 % of the profit as well. Smaller stores just can’t get back the profit by increasing volume to cover the shortfall and suppliers need to remember in store it still takes the same amount of time to sell something with 25, 30 or 40 % profit.
It would be great to see suppliers stop competing with us directly, or even worse undercutting us by asking us for customer details and then emailing vouchers to get them to buy direct. This is an outrageous practice and needs to stop.
Will you be looking to make any adjustments to the business this year?
Yes, we are looking at moving away from branded stands this year to a cleaner more streamlined look in store. This will also give us the ability to move products that are not working for us.
We will also be removing at least one brand from stock as we have been unable to sell this at the price it should be and we can no longer be a window for companies to view their products when they are not selling - we just don’t have the space.
Finally, do you have any news on the horizon that you would like to share with Nursery Today readers?
I have already mentioned that we want to move away from large branded stands to more subtle and uniform look across the store which will give is greater flexibility. We are looking to grow our TikTok platform. We have really only just dipped our foot in the water with this and see great room for growing our following and at the same time increasing our visibility. We are already planning lives with our first one with Danny from Maxi-Cosi being a great success and next we have Chelsea and Cybex.
We are also looking at our footprint and working on upcycling products that don’t work for us anymore (we work with a local charity Maya’s community support centre who have a baby room for parents in need). We also recycle and re use most of our packaging instead of sending to landfill.
It’s going to be a tough six months but if we all work together it can be a good year ahead.
retailer opinion
Nursery Today caught up with independent retailers 123ABC UK and White’s Farm Baby Barn to gain their insights on how business as an independent nursery retailer was for them in 2024 and a look ahead at business during 2025.
Andrew Hammond
123ABC UK
How was 2024 for your business?
2024 Was an exceptional year for us as we opened our new 6,500sq ft flagship store
Ayrshire Baby Centre in Irvine on the west coast of Scotland, which has traded well beyond expectations and to cap off a great year we were awarded Best Retailer newcomer in the recent PPS Awards in London.
Did you notice any particular consumer spending trends throughout the year?
Our average spend for the year actually went up but I would be sceptical about that continuing into 2025 as customers are hunting out more value led products recently.
Was there a product category that performed well for you?
Due to the larger new store we have seen travel systems and furniture performing well for us due to the big increase in space dedicated to each supplier.
As we start 2025, what are your hopes for the year ahead?
Another year like 2024 would be great for us.
Do you think there will be any notable consumer trends this year?
During the last quarter of 2024 we saw a noticeable trend towards customers looking for value and packages that have everything included so the can manage their budgets better when coming to choose.
What type of support will you be seeking from your current suppliers?
Support from our current suppliers has been great over the last 12 months but with a lot of new obstacles for bricks and mortar retailers heading our way in the next six months I would hope all suppliers look to support customer facing retailers with the maximum support possible this year.
Will you be looking to make any adjustments to the business this year?
We are still bedding in the new store and learning about what new demands retailing from bigger premises brings and adjusting to suit the customer’s demands, so that will be our focus for the start of this year.
Are you looking to onboard any new brands this year?
Currently we are in discussion with two other brands at the moment with a view to bringing them on board early spring. I am always happy to have conversations with new brands to see if we can add something to our current portfolio that we may be missing out on, the door is always open for a cup of tea and a chat.
What challenges do you feel 2025 may bring?
The biggest challenge I can see for us in 2025 is trying to compete against what is happening online and with multiples, which just looks like an impossible task so its just heads down and work harder.
Finally, do you have any news on the horizon that you would like to share with Nursery Today readers?
With the new store being a great space bigger is better, so maybe an upsizing of a current smaller store looks a great option, but for the moment a quiet life sounds better!
Sara Hubbard
WHITES FARM BABY BARN
How was 2024 for your business?
We had a really positive 2024. It was pretty consistent each month, whereas in previous years we have had real ups and downs in terms of footfall.
Did you notice any particular consumer spending trends throughout the year?
We noticed that more customers seemed to be investing in the higher priced items rather than just settling for a bargain bundle. Also, they were really looking at what they wanted and needed rather than following and going for the ‘latest trend’
Was there a product category that performed well for you?
This year for us furniture really picked up and as always 360 spin car seats.
As we start 2025, what are your hopes for the year ahead?
That customers remember that whether they are shopping in store or messaging us online that we are actual human beings with thoughts and feelings; not just a faceless retail organisation. I think with the rise of instant gratification shopping with the likes of Amazon, customers aren’t aware that shopping with independent stores is an entirely different experience - and often take the hard work our sales teams put in for granted.
Do you think there will be any notable consumer trends this year?
Following on from what we’ve seen towards the end of 2024 it will be that consumers continue to make choices based on their lifestyles, wants and needs rather that the latest influencer or celebrity trend.
What type of support will you be seeking from your current suppliers?
We understand running a business is full on, even one as small as ours - but in order to run smoothly and efficiently we need our suppliers to have all their departments running just as efficiently, whether it’s accounts sending out invoices on time, or clear communications about upcoming promotions. As long as we are kept in the know and in a timely fashion, we are happy.
Will you be looking to make any adjustments to the business this year?
Yes, we’ve recently updated our aftersales policies; we are hoping this will mean a more cohesive relationship between ourselves and our customers.
Are you looking to onboard any new brands this year?
We did see a few at the Harrogate Nursery Fair we would like to introduce to the store if time and space allows it.
What challenges do you feel 2025 may bring?
With the cost of living crisis still ongoing, and the changes the government have made with regards to wages, taxes and the like, it will be a challenge to still provide the level of customer service that we are so proud of, when we cannot expand our team in the current economic conditions.
Finally, do you have any news on the horizon that you would like to share with Nursery Today readers?
My husband and I will be celebrating 30 years of marriage this year and hope to take some well-earned time away! We also celebrate the fact that the shop moves into its 32nd year of trading – which is definitely is something to be proud of I think!
Nursery Today caught up with independent retailer Jolly Tots Managing Director Lorretta Owen to gain her insight on how business as an independent nursery retailer was for them in 2024 and a look ahead at business during 2025.
How was 2024 for your business?
2024 was very much a mixed bag. It lacked any real consistency. The typical nursery slow down in December happened even earlier than usual. Every year I say I’m going on holiday during this slow down but again worked through it.
The Black Friday hype of high sales was a bit of a damp squid too. We found the sales that weekend just marginally better than most other weekends. We did go early with our own “Black Friday Offer” so it may be a knock on effect from that. We also found that the Brands Black Friday offers were also very mediocre which again has a knock on effect on the consumer pulling the trigger and purchasing. Often waiting for a better deal if they can after Christmas.
We are finding that the buyer is taking longer and longer to purchase. Now we are seeing a trend of the customer finally pulling the trigger around 4/6 weeks before their due date on big purchases such as travel systems and nursery furniture. Previously we found it to be approx 5 months before due date. They are then often surprised at the lack of items in stock to “take away” or their choice of “colours” available.
Did you notice any particular consumer spending trends throughout the year?
Purchasing as late as they possibly can! That aside we have found more and more customers
Travel systems continue to perform excellent for both stores. We were thrilled to have iCandy launched at our Birmingham store. Already sales in that store are proving strong.
We increased the number of room sets that the stores display. The Little Acorns range does amazing in both stores. The Celeste furniture is something else. Stunning quality and finish at an amazing price. The customers love it.
The Doona i and Doona X sales have finished very strong for us across both stores. Our customers just love the new reclining option.
As we start 2025, what are your hopes for the year ahead?
We hope to keep doing what we are doing. We pride ourselves on catering for every parent at every budget. We want the buying experience to feel just as special for them if they are spending £100’s or £1000’s.
We have a great team of staff at both stores with a real passion and drive to provide great service with no pressure sales.
Do you think there will be any notable consumer trends this year?
Looking at the catwalks I think the earthy tones are going to continue. With the added additions of browns. The iCandy Pecan has gone down very well instore. Along with the Silver Cross Frappe and Gnache colourways.
We hope to keep doing what we are doing. We pride ourselves on catering for every parent at every budget. We want the buying experience to feel just as special for them if they are spending £100’s or £1000’s.
also asking what credit we offer to help them spread the expense.
The consumer is also wanting their money to stretch further and further. This includes asking for discounts, price matching and selecting the cheaper option. I’m noticing more and more demonstrations instore where someone is looking at a high-end item but wanting to then do a direct comparison with a mid-end item to affirm to themselves that they are still getting value for money and spending it wisely. I’m hearing more and more on the shop floor “why is this better than the cheaper one?” “would the cheaper one do the same things? “
Was there a product category that performed well for you?
What type of support will you be seeking from your current suppliers?
It would be fantastic if the smaller retailers got more support with regards to price matching etc. This is especially true against the nationals and sometimes when they sell direct to the consumer.
On that note I want to give a HUGE shout out to Cosatto. I feel that they back the independent stores more than any other brand we trade with. They offer fantastic instore only deals. They have supplied us with fantastic stands, points of sales and fabric samples. The delivery is quick and effortless and the support from Rachael is unrivalled. The Cosatto brand for us is performing exceptionally well in both stores. I would almost say it is our top seller currently. The Giggle 4 has just blown us away. The quality and value at that price point is unmatched. We have already sold around 20/25 units of these. The consumer is loving the value of their products and the Lollop colourway is just “perfection” and so on trend!
Will you be looking to make any adjustments to the business this year?
We won’t be looking to make any adjustments this year. We are very happy with how the business is running.
Are you looking to onboard any new brands this year?
We are always looking to take on new brands. I would love to bring Maxi-Cosi, Joolz, and Babyzen so if they are reading this I would love to connect.
What challenges do you feel 2025 may bring?
I think it will be another difficult year. So strap yourselves in!
I feel price matching and being asked to discount will be a big feature. With the cost of living crisis continuing there will be less and less free cash around so the consumer will want their money to go even further. We have to take these challenges head on and try and offer something for everyone. Something that is affordable but also quality so that the longevity is there.
There is also yet another rise in minimum wage due in April 2025 which again has a knock on effect for the businesses running costs. So again, this is an extra expense. The consumer wants to pay less and reduce the profit margin,, so profits are being squeezed more and more than ever. This is not exclusive to nursery though, this across the board for all industries.
Finally, do you have any news on the horizon that you would like to share with Nursery Today readers?
Unfortunately nothing too exciting to share just yet. I’m just preparing my armour for a turbulent 2025. Good luck everyone!
retailer opinion
Nursery Today caught up with independent retailer Babyland in Cheltenham’s owner Andrew Williams and the team to gain their insight on how business as an independent nursery retailer was for them in 2024 and a look ahead at business during 2025.
How was 2024 for your business?
2024 was a successful year for our store and team as a whole. We know customers still want to visit a friendly store to try out products and our glowing reviews for customer service prove our hard work is not going unnoticed. We took on several new brands successfully, tried new products and were lucky enough to be invited to special events hosted by our lovely suppliers. Our in-store events were more supported by our suppliers last year too, on reflection of previous successes in 2023.
Did you notice any particular consumer spending trends throughout the year?
Our payment options of deposits and free storage have always been of use for our customers. We noticed more and more people taking this option in 2024 in order to help spread the cost of their purchase. With more people opting for full travel systems and bigger bundles, the higher costs are made more manageable with instalments of payments.
Was there a product category that performed well for you?
As always, travel systems and bundles did exceptionally well for us last year. With more brands creating bundles with infant car seats, and even next-stage car seats, this has become even more attractive to our customers. Being able to purchase everything in one go in one place creates such ease and convenience for them.
As we start 2025, what are your hopes for the year ahead?
As a small independent, we have many goals for the year ahead; one of which is to increase our social media presence, as well as update the interior of our lovely store. We have been very lucky to collaborate with big brands who are helping us modernise our displays without losing our original aesthetics.
What type of support will you be seeking from your current suppliers?
As the nursery industry becomes more and more competitive, we find ourselves seeking support with competitive pricing. We have also begun seeking support with in-store events, whether this be brand representatives present, giveaways, or supported posts on social media platforms.
Will you be looking to make any adjustments to the business this year?
This year will see a significant change in the appearance of our store and displays; we hope to update our interior to reflect the modern products we have available. Our business has been open for over 120 years now, so we are aiming to refresh things for this new chapter.
Are you looking to onboard any new brands this year?
We have recently taken on brands such as Viano, as well as expanded our range in existing brands in order to accommodate a wider affordability range; for example Cosatto’s SELECT range, and BabyStyle’s Gravity+ bundle options.
What challenges do you feel 2025 may bring?
With so many new products due to hit the UK this Spring and Summer, we know there will be even more choice for customers when it comes to finding their perfect pushchair. We hope there will be clear stock availability on new product launches and enough stock to go around for all stores. As always, online retailers are a big challenge for us, but most of our suppliers support us well.
This year will see a significant change in the appearance of our store and displays; we hope to update our interior to reflect the modern products we have available. Our business has been open for over 120 years now, so we are aiming to refresh things for this new chapter.
Christy Foster, Managing Director
Happy New Year to everyone in the baby and nursery industry! I hope you all enjoyed a relaxing and peaceful Christmas break with your families. As we step into 2025, I find myself reflecting on what a journey the past year has been for The Nursery Store. It’s incredible to consider how far we’ve come and the milestones we’ve achieved together.
The year started with its fair share of challenges. Shipping delays and rising costs created hurdles that required immediate attention. Thanks to our team’s determined focus and strategic adjustments, we managed to get these issues under control quickly. This, in turn, gave us the breathing room we needed to embark on one of our most significant projects yet: our rebrand.
The transformation from Online4Baby to The Nursery Store was far from an overnight change. It was the culmination of months of meticulous market research, consultations with a top-tier branding team, and countless hours of planning. Choosing the perfect name, crafting the right look and feel, and ensuring our messaging resonated with our audience were no small tasks. Add to that hiring the right people to bring it all to life, and you’ve got quite the journey! When we launched the rebrand in September, the response was overwhelmingly positive. Customers and industry partners alike embraced the new identity with open arms. I’d like to extend my heartfelt thanks to everyone who contributed to this incredible milestone.
I continue to be impressed by the expertise of our team in bringing The
Nursery Store to life. In the last quarter alone, our in-house experts completed two photoshoots, helping create an aspirational image to inspire our customers across all touchpoints, including our website and social media platforms.
We continue to put a focus on our social media presence, and over the last year we have worked closely with several brands to offer rich content that help activate their brand and make product more accessible to customers. I’m proud that our social presence, including our live shopping events on TikTok, set the standard for the industry, and I’m excited to see how the team work even more closely with brands over the coming 12 months and innovate new ways to help brands reach families with The Nursery Store.
The momentum carried through to the end of the year. Black Friday and Boxing Day trading was especially strong, and I’m pleased to see that our value proposition to customers continues to resonate in a discount-heavy environment. None of this would have been possible without the expertise, dedication, and hard work of our amazing buying, customer experience, logistics, development and marketing teams. They’ve been instrumental in navigating the complexities of a rapidly evolving industry and meeting the demands of an increasingly discerning customer base.
Looking ahead to 2025, I feel a real sense of excitement and optimism. The success of our rebrand has given us the confidence to explore opportunities we’ve been eyeing for some time. Top of the list
Retail matters
The Nursery Store’s Christy Foster is feeling positive for the year ahead.
is forming new business partnerships and tapping into resources that were previously out of reach. These initiatives will not only expand our audience but help us form ever closer relationships with our partner brands. I’d invite all our brand partners to reach out to discuss how they can tap into our in-house content and marketing capabilities to
priority for us over the coming months.
This year is not just about expanding our business; it’s about realising the full potential of everything we’ve worked so hard to build. From product development to customer service, we’re committed to refining every aspect of The Nursery Store to meet and exceed customer expectations. If 2025 turns out to be even
We continue to put a focus on our social media presence, and over the last year we have worked closely with several brands to offer rich content that help activate their brand and make product more accessible to customers.
grow more together.
Beyond growth, our focus remains on building trust and credibility with our customers. This means being mindful of how we communicate, ensuring we’re not just seen as a business but as a trusted partner for families. We’re tailoring our marketing strategies to align more closely with our audience’s needs and values, fostering deeper connections through personal and empathetic messaging. As always, our customer experience team is a critical part of delivering on this promise for our customers. Continuing to reinforce processes that help us get to customer queries quicker and more efficiently is a
half as rewarding as 2024, we’re in for an incredible year.
As I reflect on the journey so far, I’m filled with gratitude for the support of our customers, partners, and team. Here’s to a year of growth, innovation, and building lasting relationships with the families we serve. The best is yet to come!
supplier snapshot
Nursery Today caught up with some of the industry’s nest to gain their views on 2024 and insight into the year ahead.
Luisa Rollins-Svensson
CONSUMER AND TRADE MARKETING MANAGER, GRACO UK
Jack Nijjar FOUNDER, PRESTIGE SLEEP
How did the business/brand perform during 2024?
2024 has been an exceptional year for Prestige Sleep. We set new records and expanded our reputation as the UK’s largest nursery mattress manufacturer. Our dedication to quality, innovation, and meeting customer needs has laid the foundation for what we hope will be an even more successful year in 2025.
What was your strategy to highlight the brand to the consumer throughout the year, and was this successful for you?
Our strategy focused on building trust and credibility through the Made in Britain certi cation, which highlighted our commitment to British craftsmanship and sustainability. We also partnered with leading retailers to showcase our hand-crafted, eco-conscious nursery mattresses. This approach resonated strongly with both retailers and parents, cementing our position as a trusted name in the industry.
As a business, what has been your largest challenge during 2024?
While our robust UK-based supply chain has shielded us from many of the challenges faced by others, our focus in 2024 was on advancing our journey toward net zero. A key challenge has been ensuring our entire supply chain aligns with our sustainability goals. This has involved working closely with our suppliers to educate and support them in adopting more eco-friendly practices so we can all contribute to a more sustainable future together.
What would you say has been your biggest success of the year?
Achieving the prestigious Made in Britain certi cation was undoubtedly our biggest success. It was eight months of hard work to get there but has been such a great journey to take our whole team on - and to be recognised as the only UK-based nursery mattress manufacturer to hold this certi cation is an amazing reward.
Did you launch a product during the year that proved popular within your existing range?
Yes, we introduced an improved version of our dual-sided nursery mattress, which has been incredibly well-received. By o ering optimal support for both newborns and toddlers, this product has been a standout in our range, appealing to parents and retailers seeking longevity, quality, and cost-e ectiveness.
How will you drive growth for the business during 2025?
Our growth strategy is rooted in innovation and in nding solutions to our customer’s challenges. We work closely with our customers and listen to their needs. We’re then relentlessly researching and developing new products and materials to help our retail partners stand out in the marketplace.
Will you be looking to launch new products throughout the year?
Absolutely. Innovation is at the heart of what we do. Our commitment to research and development means we are constantly testing new ideas and re ning our existing range. We are excited to introduce more innovative products in 2025 that align with our values of quality, sustainability and customer satisfaction.
Are you looking to run any marketing activity to bring additional consumer awareness to the brand during the year ahead? If so, what do you think your strategy will be to achieve this?
Yes, we plan to amplify our brand awareness through a mix of digital marketing campaigns, collaborations with retailers and continued emphasis on the Made in Britain certi cation. Our strategy will highlight the bene ts of our products for both retailers and parents, focusing on quality, sustainability and trust.
What type of retailer support will you be focusing on during 2025?
In 2025, we will continue to prioritise tailored support for our retail partners. This includes providing in-depth product training, marketing materials and bespoke solutions to help them succeed. We are also committed to maintaining pricing stability and reliable delivery, giving retailers the con dence to depend on us as their trusted partner.
How did the business/brand perform during 2024?
Graco continues to show healthy growth in the UK and we are excited for what we will achieve in 2025. What was your strategy to highlight the brand to the consumer throughout the year and was this successful for you?
We continue to build on the lifestyle concept, The Graco Village, which is an informative and supportive destination for parents. Bespoke research uncovers issues that are impacting parents and young families, and for The Graco Village, we work with experts to signpost parents to support. In 2024 we supported parents feeling the pinch as the cost-of-living crisis digs in and we also supported parents with road safety awareness. We identi ed that there is a peak of road accidents during the school run. Our campaign supported parents with how to teach safety awareness within the car to young children and identi ed pressure points for parents to be aware of. For both campaigns we were thrilled to continue to support our charity partners, PANDAS and Brake.
And what would you say has been your biggest success of the year?
Business growth aside, being recognised in four awards at the Mother & Baby awards was a significant moment for Graco. Personally, our biggest success is the team, everyone works so hard towards our goals and I am so proud of what we achieve together.
Did you launch a product during the year which proved popular within your existing range?
Our key launch for 2024 was the SnugTurn system, comprising of two 360 seats, the SnugLite and the SnugGo that t the SnugTurn ISOFIX base. We are really pleased with customer pick-up and receiving consumer recognition with SnugLite i-Size R129 winning Gold for Best Newborn Car Seat (Stage 0/0+) at the Mother & Baby awards in November was the icing on the cake. We are so proud that Graco is being recognised at this industry level.
Will you be looking to launch new products throughout the year?
We will continue to extend the range, and are planning some true innovation later in 2025, so watch this space!
Are you looking to run any marketing activity to bring additional consumer awareness to the brand during the year ahead?
We will continue to support parents with The Graco Village with deeper and more meaningful in uencer endorsements.
Holly Brewer
B2B
MARKETING MANAGER
DOMESTIC UK AND DISTRIBUTORS, ERGOBABY
Nicola Coletti
SENIOR FIELD MARKETEER UKI, MAXI-COSI/DOREL
How did the business/brand perform during 2024?
We have had a brilliant year this year! I am sure everyone will say the same and that it has not been without its challenges, but we come out of it very positive and excited for what 2025 brings!
And what would you say has been your biggest success of the year?
How did the business/brand perform during 2024?
2024 was another great year for Ergobaby with plenty of achievements for us to build on in 2025. Consumer awareness is growing across our three key categories: baby carrier, strollers and bouncers, and we continue to win consumer awards in these areas. Harrogate was also a huge success for us with our retail partners, we strengthened our retailer partnerships, shared upcoming product launches and outlined our marketing plans for our Q1 key launches.
And what would you say has been your biggest success of the year?
It’s a close call between the ever-increasing recognition that Ergobaby carriers are time and again the preferred choice for parents and babywearing consultants alike, and the continued growth of our Evolve 3-in-1 Bouncer.
Did you launch a product during the year which proved popular within your existing range?
We launched a new carrier category – our ‘Ups and Downs’ carriers comprising the Ergobaby Lift and Ergobaby Alta hip carriers which have already been incredibly successful for our retail partners. In our recent testing, the rate of the babywearing counsellors that would recommend the Alta was 100%!
How will you drive growth for the business during 2025?
We have a big year ahead! We have several new product launches coming across two core categories which we are anticipating will drive signi cant growth. We are also launching an exciting new brand campaign centred around the contradictions of parenting and how two opposite truths can be (and often are) true at the same time. As always this includes numerous resources our retailer partners can take advantage of.
Will you be looking to launch new products throughout the year?
2025 is one of Ergobaby’s biggest years yet for new product launches! A lot of hard work has gone into the innovations coming up in our core categories, those who came to Harrogate have already had a sneak peek of one of these products and we were thrilled with how well it was received. Watch this space!
Are you looking to run any marketing activity to bring additional consumer awareness to the brand during the year ahead?
We have already started implementing a robust, fully integrated marketing plan to support retailer joint business plans, including instore POS, expert product training, instore events, online digital campaigns and more.
If so, what do you think your strategy will be to achieve this?
Our marketing activity will run across our usual broad range of marketing streams and all with the aim of reaching consumers across a wide variety of touchpoints. This activity is being driven by our new brand campaign and is being implemented across numerous digital platforms and in collaboration with our retailer partners.
What type of retailer support will you be focussing on during 2025?
At the end of 2024 we announced an important enhancement to our ErgoPromise Guarantee in an expansion of our commitment to quality and customer satisfaction. All Ergobaby products, including strollers, purchased on or after January 1, 2025, are now covered under the ErgoPromise Guarantee. Products purchased prior to January 1, 2025, will remain covered under the warranty in place at the time of purchase.
2024 has been a year of highs for us. We have launched new products in all categories, all of which have performed incredibly well. Alongside this we have grown our incredibly important training strategy and invested cleverly in Marketing. Plus, this year we celebrated Maxi-Cosi’s 40th Birthday!
Did you launch a product during the year which proved popular within your existing range?
Our new Fame pushchair was a brilliant addition to our pushchair collection in 2024. The products innovative and exciting features have been really well received with both retailers and consumers, and the new styling has really elevated our range.
How will you drive growth for the business during 2025?
Our business strategy for next year remains the same as previous years, and we are con dent that it will aid our growth over the next few years.
Will you be looking to launch new products throughout the year?
We will! We are con dent that 2025 is going to be another amazing year for us and we cannot wait to show you what we have coming!
Are you looking to run any marketing activity to bring additional consumer awareness to the brand during the year ahead?
Our marketing calendar for the year is pretty packed out! We will be ensuring that spend is focussed in the right places, at key times of the year for our brand. We want to ensure that we are maximising for the year ahead and can’t wait to see what they bring!
What type of retailer support will you be focussing on during 2025?
Our retailer partnership strategy is something that we have focussed a lot on over the last few years. With our marketing and training support, as well as that from our brilliant sales team, we will continue to build upon our strong relationships with our retailers.
2024 was a good year for Cosatto, fuelled by a series of well-received new product launches including the Wow 3 and Giggle 4. This has been our most successful travel system launch to date. These innovative launches have resonated with customers, driving increased sales and expanding the brand’s reach. Furthermore, strategic collaborations with Axkid have boosted brand visibility and opened doors to new markets, enhancing the company’s overall market position.
How will you drive growth for the business during 2025?
We will be supporting our retailers with a whole host of in-store POS, stands, training and other assets. With a big push on ambassador stores, enhanced marketing and exciting new launches in the pipeline, 2025 looks set to be a soaring success.
Will you be looking to launch new products throughout the year? Absolutely! 2025 will be bursting with newness. The successful launch of new Cosatto products enhances our value proposition to customers. We are committed to continuous development and innovation.
What type of retailer support will you be focussing on during 2025?
We believe in o ering hands-on, solid support to our retailers. At the end of the day, business is about more than just great products, it’s about great results. Successful partnership is a pro table relationship for everyone involved. This is why we provide our retailers with exclusive in-store deals plus training, point of sale, in-store stands and a whole host of resources. Once you work with Cosatto, you’re in the family.
supplier snapshot
Jamie Jillard
MARKETING
DIRECTOR, GREEN SHEEP GROUP
How did the business/brand perform during 2024? 2024 was a fantastic year! We saw record breaking market share as a business, added another best-selling bedside crib to our product family, launched exclusive retailer collections – all while the company welcomed a new CEO (our Founder Paul Maurice) and board team to lead the company in the next chapter.
What was your strategy to highlight the brand to the consumer throughout the year and was this successful for you?
With such a long consideration phase as part of our customer journey, it is so important to invest in full-funnel marketing to showcase the brand to the consumer at every touchpoint. Considering both on and o ine channels, we invested in our brand positioning to ensure that that journey was cohesive, providing parents-to-be with a seamless experience from discovery through to purchase.
As a business, what has been your largest challenge during 2024?
Consumers seeking better value than ever before has certainly been at the forefront of 2024. Value does not come down to the price in isolation, it is the entire proposition. As premium brands, we need to continue to invest in our brands, products, and the experiences we give to expecting parents so that they feel supported as they take their rst steps into the world of parenting. Expecting parents want to buy products they feel can feel good about; being assured that they have done the best for their little one, got great value and that the products represent and t into their lifestyle. So, whilst initially this may be viewed as a challenge, the move towards premium brand demand and consumers wanting to ‘buy once and buy better’, provides growth opportunities for brands that are willing to invest and are truly providing ‘value’ to the customer also.
And what would you say has been your biggest success of the year?
Exiting 2024 with a record-breaking market share under our belts, meaning we had been a part of more new parents journeys than ever before, and a happy, ful lled and energised team has to be the biggest success of all.
Did you launch a product during the year which proved popular within your existing range?
Yes, we did, SnüzPod Studio was welcomed into the Snüz family to give consumers a wider choice when looking for a bedside crib. Taking that all important SnüzPod DNA, Studio o ers the same core functionality that parents need but is wrapped in a whole new personality with di erent features allowing the parent to make the choice that works for them and their lifestyle. We also added a whole host of new on-trend colour ways to our signature The Little Green Sheep Moses basket collection, giving parents who want a natural choice the ability to choose a design that suits their home and personal style.
How will you drive growth for the business during 2025?
Growth will not come from any one single area, as a business we pride ourselves on our collaborative culture and all being under one roof this means that all our teams can work together to drive growth, from sales working in partnership with our retailers, marketing continuing to drive brand awareness and product team continuing to innovate.
Will you be looking to launch new products throughout the year? Absolutely, continuing to innovate to provide the best products for parent and baby is in our DNA. 2025 will see more exciting launches, with the rst set for March this year. Stay tuned!
Are you looking to run any marketing activity to bring additional consumer awareness to the brand during the year ahead?
With a transient audience of expecting parents entering and exiting the market each day, we take an ‘always on’ approach using a tried and tested blend of core channels to continually maintain and grow brand awareness.
If so, what do you think your strategy will be to achieve this?
Continued investment into social media as a rounded strategy including organic presence, paid activity and in uencer collaborations remains key for 2025.
What type of retailer support will you be focussing on during 2025?
Our retail partners play such a vital role in the customer journey. The ability for an expecting parent to see the product physically and be supported through the purchase decision making process by fantastic store teams is something we do not take for granted. Moving into 2025 we will continue to provide our retailers with powerful brand and products assets to inspire their customers and ensure we are driving brand awareness to generate demand in-store. We do not operate a one-size ts all approach when working with our retail partners, every retailer is di erent, so our partnership plans are created collaboratively, led by both the retailer and our fantastic account managers, to ensure they are t for their customers and commercial goals.
Damon Marriott
HEAD OF PRODUCT DEVELOPMENT, JOIE
How did the business/brand perform during 2024?
We have had a tremendous year with success in each product category. We have seen signi cant year on year growth and double-digit growth overall, evidence that the products and marketing are working well.
As a business, what has been your largest challenge during 2024?
The toughest challenge this year has been to maintain the momentum of new product launches and ensure we have the correct product portfolio to meet the consumers demands at the right price. We never to sacri ce the build quality or safety of the products but always endeavour to ensure we have the right features and hit the target RRP’s to entice the consumer towards our brand.
And what would you say has been your biggest success of the year?
Well for me it would be the launch of the Joie Sprint, bringing innovation to the infant carrier category, with a product that can seamlessly t onto a rotating base but also o er the pure simplicity and ease of installation without the need for a base at all, utilising the integrated ISOFIX within the infant carrier’s shell. This lightweight but extremely versatile product has been our most successful new launch product of 2024, with further growth expected for 2025.
Did you launch a product during the year which proved popular within your existing range?
Yes, the further expansion to our ECE R129 car seat range has de nitely included some winning products, and it would be hard to name just one. The Joie Sprint has launched showing incredible innovation and has proven popular, while the Joie I-Bold has invigorated the 15month to 12year category with great success and the addition of the I-Pivot into our spinning seat o ering has also proven especially popular.
How will you drive growth for the business during 2025?
As we are well known for continued product development, for sure we will continue our growth through the new product launches and most certainly the refresh and updates to our entire Signature range will see signi cant growth for 2025.
Will you be looking to launch new products throughout the year?
Yes, as a brand we don’t hold back and delay new product launches to a set time within the calendar, so we have new items launching throughout 2025 and further new lines planned for Q3/Q4 of 2025 that we will keep secret for now.
As always, we will be supporting our retailers with an extensive suite of marketing support and assets to ensure these new products are launched e ectively into the marketplace. We will also have our dedicated team of sales trainers out and about to o er practical, hands-on support. What type of retailer support will you be focussing on during 2025?
We will continue to provide our retailers with the full range of marketing assets, from digital content to printed materials when required. With a real emphasis on ensuring our store-based retail partners can access product training, we will continue to support via our sales trainers at a local level, with complete back up from our head o ce assets and talent to adapt to whatever is required.
The brand that parents trust
Practical and functional
Simple modern design 3 in 1 highchair that is both practical and functional whilst looking good in any modern home.
The beechwood frame with wipeable plastic seat and feeding tray means this highchair is always easy to keep clean and hygienic during any messy mealtimes! Features a footrest for growing children and includes a padded cushion seat insert. For dining at a lower level, choose the lo chair option. Converts into an infant chair for longer usage.
Tel: 01454 326 555 | sales@redkitebaby.com
Great for tough terrains
Anywhere, anytime, and any mood – the parcel LX is always travel ready with an easily activated compact fold.
The new and improved parcel LX now has larger wheels than the previous model making it even easier to take on those tougher terrains. Foam filled for durability, your wheels will never be the reason for missing out on adventures.
With multiple recline options, you can let snoozy toddlers rest after a busy day on their feet. With an adjustable leg rest ready to support tired legs you can rest assured they will be able to recharge in c omfort when you’re out and about.
uksales@joiebaby.com | www.joiebaby.com
Baya Bouncer in Oatmeal and Grey
The Baya Bouncer o ers a contoured shaped seat giving baby an ultra-comfortable t with full support for head and spine.
Suitable from birth, its gentle motion bouncing action will provide a natural rocking sensation without needing batteries or mains power.
Features three adjustable recline lie back positions and can fold flat for storage. Includes detachable toy bar and three-point safety harness with wipeable seat fabrics.
An updated new frame means this bouncer will look good in any home setting.
Tel: 01454 326 555 | sales@redkitebaby.com
• Craftsmanship - every mattress is hand-assembled in the UK
• Quality - locally-sourced premium materials from the UK & Europe
• Innovation - double-sided designs to adapt as babies grow
