JULY 2018 ISSUE 10 VOLUME 21 Independently audited. ABC circulation of 4,204 1 July 2016 to 30 June 2017
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trade@gro.co.uk
+44 (0) 1392 347 111
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Introducing the brand new Grobath range from the award winning Gro Company. Made from hypoallergenic Pure Microfibre, these practical and gorgeous designs set little ones up for a cosy, soothing bedtime routine.
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COSY CUDDLES GUARANTEED!
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meet i-Level™
For all sales enquiries, please contact Joie UK on 01889 808 900 or email: uksales@joiebaby.com
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A dreamy day-tripper that does more than most when on the roam or even at home. With i-Size security plus stretch and snooze Intelli-Snug™ tilt for a healthier, safer, cosier carrier.
contents Re g ul a r s the team Editor Penny Franks penny@lemapublishing.co.uk
Contributors 26
14 16 18 38
Christine Contreras christine@lemapublishing.co.uk
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Barking Mad This issue John Barker is talking car seats - a hot
News
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Ad Manager
Design Production Director
JULY 2018 ISSUE 10 VOLUME 21
topic for many independent retailers.
file Retailer Pro p Talking Sho
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Insights People Nick Richardson takes us though why it’s all
apshot Supplier Sn cts New Produ roducts The Baby P n Associatio
about more than simply targeting mum and dad.
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Ross Hewitt Ross Hewitt looks at how the arrival of GDPR and IGTV has effected many businesses.
Paul Naish paul@lemapublishing.co.uk
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Publisher
Intelligent Retail Create online content that kicks!
Mark Naish mark@lemapublishing.co.uk
Managing Director Malcolm Naish malcolm@lemapublishing.co.uk
Cover Story
p20
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Circulation
The Gro Company Gro continue to innovate with their latest product
Robert Thomas robert@lemapublishing.co.uk
launches - take a sneaky peek!
Features Lema Publishing Ltd
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Bedding & Baby Sleep Bags
1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
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Bottles & Sterilisers
36
Highchairs
www.nursery-today.co.uk
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Everyone will simply love Owl Friends, the latest fashion from BreathableBaby, This cute design in story time format will decorate any cot to create a pretty and safe environment for baby For further information, please contact rachelle.harel@breathablebaby.com
EW N
Keep the pram. Swap the look. Giggle Mix Pram & Pushchair
Second baby?
Want a refresh?
Fancy a change?
New Giggle Mix lets parents have it all. It’s the pattern-changing pram and pushchair based on multi award-winning Giggle 2. Whenever, wherever, they can choose their look. Just click, zip and go. The looks they love, plus happy babies - it’s all in the mix. Bring it. Pram and Pushchair RRP £399.95 Colour Pack RRP £50.00 Co-ordinating car seat and ISOFIX base also available.
Are you ready to Mix it up? Get in touch with chris.rigby@cosatto.com or phone +441204 863 178 to secure your new bestseller.
editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag
elcome to the July issue, where we feature baby bedding/sleep bags, bottles/sterilising products and highchairs. When visiting trade shows and speaking to visitors, it has always been apparent that baby bedding is a product category that is high on retailers shopping lists but has sometimes been a little difficult to find ranges that meet their particular needs - however, that has definitely changed with companies offering a much vaster array of choice, whether it be co-ordinated bedding sets, sleep bags or bedding that keeps in line with current trend we have notably seen an increase in the options that are now available.
Looking for baby bedding? Check out our feature starting on page 20!
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One surprising (but pleasing) result of our FanFinders mini survey this month also illustrates that parents are now looking more closely at the type of materials used in the production of baby bedding with more than 77 percent of those surveyed taking fabric and the materials used into consideration. Does this represent perhaps a growing trend toward alternati fabrics, for alternative e example, bamboo or organic c cotton? Take a look at o feature our st starting on page 20 w where we highlight pr products that are av available now to ord order. Talking of baby bed bedding and sleep bag bags, our cover this mon month features The Gro Company who were responsible for intro introducing baby sleep bags to the UK mark market back in 2000. This company has conti continued to grow with a heavy focus on provi providing innovative prod products that offer a solid solution to every everyday problems during the varying developmental stages of babies and young infants. To find out more about this company and to get a glimpse of their latest product launches, turn to page 12.
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Gro continues to launch new and innovation products - turn to page 12 to find out more
It may feel a little early, but Kind Und Jugend is now on the horizon, with only two months until this Goliath of a trade show open their doors. With more than 1,200 exhibitors from 50 countries and around 22,500 trade visitors from around the world can you afford not to visit? This show has always been a great trend spotting event and also the place to go to find that gem that you’ve been seeking for your store, which may give you a point of difference from your competitors. From car seats and pushchairs through to bedding and furniture - there isn’t one single product category that isn’t catered for. Taking place in September the show will occupy six halls, including the newly opened Hall 4.1, where you will find the BPA UK Pavilion, all featuring established brand names nestling happily amongst new companies you may not of seen before. For full information and to order your tickets in advance visit www.kindundjugend. com. On a final note, many of you may know that Andy Crane (BabyStyle) suffered a heart attack in June. Good news, he is now back home and recovering well. Everyone here at Nursery Today would like to wish Andy a very speedy recovery.
Three new friends from Wheelybug www.hippychick.com 01278 434440 nursery today
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news Keeping baby socks on!
Nimble Appoints NonExecutive Directors w Ne ner s sig De k On e c So ailabl
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The award-winning products (Milk Buster, Sticky Stopper and Laundry Lover) company Nimble, have successfully completed investment deals to help them build momentum as they scale up their business in the UK and abroad. Raj Sharma and Ying Wang have been appointed as non-executive directors and will now join Von, the founder and CEO, in its board of directors. Raj brings in his expertise from retail as he first made his fortunes in fashion and textile retail before becoming a serial entrepreneur and angel investor. Ying is an expert in mergers and acquisitions and has worked for big banks like Deutsche and UBS. She will help develop further the discipline and rigour in Nimble’s finances and decision making. For more information, contact Nimble at hello@nimblebabies.com or check out Nimble’s new website: www.nimblebabies.com.
Hub of activity Eco-friendly baby store Natural Baby Shower launched their latest venture with a high-profile press event to celebrate the launch of ‘The Hub’. Over 100 local parents, press and bloggers attended the launch, hosted at their Surrey store, to enjoy welcome smoothies from babymoov, taster sessions and goodie bags worth over £100 which included baby essentials from top brands such as Storksak, Joolz, Pacapod, Petunia Picklebottom, Frugi, Discoveroo, Babiators, Merino Kids, babymoov and aden + anais. The Hub will host regular talks and offers advice for new and existing parents, as well as offering a variety of different classes proven to enhance children’s social awareness and confidence, while promoting a healthy lifestyle. Victoria Hampson, Founder of Natural Baby Shower says “I’m overwhelmed with how rapidly NBS is growing, we’ve seen fantastic expansion already which will only continue with our new business segments. We’ve stayed true to our core values and The Hub will allow us to continue to provide the very best for baby and parents.”
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...Easy to order directly from our NEW trade website... www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.
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Rainbow embraces the digital world with a fabulous new website where their customers can now tap into an exciting new online ordering experience. The new website has been designed to be easy to navigate and give the user a rich level of functionality that customers expect of a modern B2B website. The customer experience is enhanced with fresh, bright and colourful graphics and images, product details and lifestyle imagery. The new site now features 360 degree product images, brand video clips and links to our social media activity making it quick and simple to use whilst providing a more engaging and informative experience. To welcome existing and new customers to engage in the new site, Rainbow is offering customers a 5% discount on their first order placed online by 31 July 2018 (terms and conditions apply). Web: www.rainbowdesigns.co.uk
Summer Infant available at Baby Brands Direct
Baby Brands Direct has been appointed exclusive wholesaler to the independent nursery sector of Summer Infant products. The range available includes 80 plus multi feature products spanning over a vast range of categories including booster seats, potties including the global success ‘My Size’ (selling over 1mn units a year), bath tubs (from foam to luxury), swaddles, bedtime light soothers, safety monitors, travel and outdoor play. Web: www.babybrandsdirect.co.uk
DKL welcomes new Digital Marketing Assistant Carmel Edwards joins DKL’s growing Sales and Marketing Team. Carmel will be responsible for all digital activity with a heavy emphasis on social media and driving influencer programmes. David Allan, Sales and Marketing Director, comments: “I am delighted to welcome Carmel to the team. We have heavily invested in Marketing for 2018 and Digital Marketing is an area we are looking to grow, supporting both the retailer and consumer communication.” Carmel can be contacted at carmele@dkl.co.uk
New home for Joie
As of 1st May 2018 Joie Children’s Products UK Ltd became Allison Baby UK Ltd. This new holding company will continue to house well known brands Joie and Nuna. 2017 was another fantastic year for the UK company that saw turnover targets surpassed yet again and a record sales figure of £45 million reached. Allison Baby UK Ltd has been created as the first step in an aggressive growth plan to continue the upward trajectory of Joie and Nuna, and explore adding more brands to the portfolio in the future to take full advantage of new opportunities. Managing Director, David Welsh says: “We’re committed to supporting and growing the business for everyone involved with our brands, and today have taken the first step to ensure the innovation for which we are known continues. Both retailers and consumers have come to expect top products with very competitive prices, and of course great margins for retailers, with no compromise on quality and safety.”
What a team! Shnuggle and Babycup team up for #BOSSMUM event with apprentice star Jessica Cunningham. The event celebrated the power of mums who have made their mark through blogging, being an inspirational celebrity mum or having created successful brands, and welcomed not only key influencers, but celebrity mums too including Stacey Solomon, Jacqueline Jossa, Cara Delahoyde and Rachel Adadeji. The event was also a chance for bloggers and celebrities to get up close and personal with some of the key brands in the nursery industry who were all created by parents for parents. Sinead Murphy, Co-Founder of Shnuggle and Sara Keel, Founder of Babycup were among the brands invited to talk to guests about their experience of setting up a successful brand and the challenges they have faced along the way. Guests were also able to interact with all the award winning products on show, including the innovative and hugely popular Shnuggle Bath, and Babycup First Cups - the mini open cups designed for healthy weaning. With further activity planned in collaboration with Jessica, Shnuggle and Babycup are certainly Boss Mums who are rocking success!
M li Mealtime On-the-Go Set everything you need for when mealtime rolls around
www.shnuggle.com www.babycup.co.uk
Mash Maker
Little Chick London celebrate The team at Little Chick London is celebrating having been announced as a finalist in the SME Hertfordshire Business Awards 2018 for Best New Business. Rachelle Harel, director of the company, comments: “We are overwhelmed to have reached the finals of these awards. We are a relatively young business and have hopefully already made our mark in the baby products industry; but to be recognised by SME Hertfordshire Business Awards, which has numerous entries and is open to companies in lots of different industries, is fantastic recognition of everything we’ve achieved so far.” The overall winners will be announced later in July. For more information about Little Chick London contact Rachelle Harel on 07976 773486 or email: hello@littlechick.london
Silicone Spoon
Roll-Up Bib
For life’s little adventures info@oxouk.com www.oxototuk.com
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news Range of vegan leather changing bags launched
Tipping the sales scales Heidi H e Steel, M Marketing Manager, The Gro M C Company, gives her five tips to h tturn a great p product into great sales. 1. W 1 What’s h t’ t’ th tthe h b benefi fit? fi t? t? Customers care about their problems, not yours, and who has more problems than an exhausted new parent? Turn your product’s features around and talk about how they benefit the customer.
2. Get in the friend zone There are so many baby products to choose from it can be overwhelming to a shopper. To cut through the noise you need to talk their language and relate your product to their interests, as this can create instant trust.
3. Line up your cheer squad Identify who your key stakeholders will be in your marketing campaign, and keep them informed and onside from the get go so that they feel included and are more likely to spread your message in the way you want. This could be: Key players within your company Buyers Independent retailers Press and influencers
4. Act like one of the big guys Customers don’t know or care what your annual turnover is, who owns your company or how many staff you employ. Position yourself as a big player and you will be seen as one. Without spending a fortune this can be done by leveraging high profile comms partnerships, working with big influencers and grasping big exposure opportunities no matter how challenging it may be to complete them. (We recently had a team member leave a meeting to go into Argos, buy a Groegg2 and literally walk it across London to a TV studio for a last minute TV opportunity)
5. Cover all the bases When launching a product there are so many channels and touchpoints to consider, make sure you have a tailored plan that explains the benefit of the product, in the language that works for each channel. So, in conclusion, get planning! Don’t let the product launch be last part of your NPD process, it should be considered right from the start and interwoven throughout the process. This should ensure the strongest possible message is being created for the consumer right through product development, packaging, budgeting, sales meetings and finally the launch of consumer comms.
Ju-Ju-Be, the best-selling changing bag in the US which combines fashion with the highest quality materials and smart technology, is delighted to announce the launch of the Ever Collection, a stylish range of vegan leather changing bags for environmentally conscious women. The collection comes in three designs: The Everyday Tote, The Forever Backpack and The Wherever Weekender and in three signature colours: Noir, Brulée and Stone. Each of the durable bags is finely crafted with bushed metal hardware and includes a plush memory foam changing pad as well as a lifetime warranty. Web: www.europe.ju-ju-be.com
Harry & Rose seals the dealbrand has
An all-natural British luxury baby skincare signed a landmark agreement with Boots. Harry & Rose has released a brand-new luxury Baby Bonding Gift Set which was exclusively rolled out across 572 of the high street retailer’s stores this week and will also be available to buy online. Entrepreneur Alba Cusworth founded Harry & Rose in 2016 with a desire d to enhance the overall baby skincare routine. All of the products are develope of care take to ed formulat and manufactured in Great Britain and are carefully baby’s sensitive skin. The baby skincare industry was valued at £17.8million by Statista in 2017 for and the new deal with Boots represents a significant business opportunity Harry & Rose.
Web: www.harryandrose.com
Better safe than sorry New research commissioned by UK child safety experts Clippasafe has shown that pregnant women are putting their safety and that of their unborn babies at risk, by wearing seat belts incorrectly or by not wearing them at all. The in-depth survey on car safety during pregnancy was completed by 500 mothers of various ages with children aged 15 or younger. The research established that 80% found wearing a seatbelt uncomfortable during pregnancy, with almost 20% of women admitting to not wearing one at all. Despite 92% of the same women surveyed showing an understanding of rear facing baby seat safety and the dangers of airbags, there was obvious confusion over seat belt safety during pregnancy. Combined with research undertaken by the University of Toronto in 2014, the survey results paint a worrying picture. The research, published in the Canadian Medical Association Journal, studied 500,000 pregnancies in the Ontario area over a five year period and showed that female drivers in their second trimester of pregnancy are 42% more likely to be involved in a multi vehicle collision. The research suggests the increase could be due to cognitive lapses that occur during pregnancy as well as fatigue, sleep deprivation and nausea. Roger Cheetham, Managing Director of Clippasafe, commissioned the seat belt research to understand the attitudes of pregnant women towards car safety and to find out if they are aware of seat belt risks and how to reduce them. He stressed that the dangers shouldn’t put women off wearing a seat belt. Web: www.clippasafe.co.uk
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news Consumer attraction Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, feeds back on a very successful Baby Show and the important learnings that a manufacturer can take away from a consumer facing event. he Baby Show held at the NEC Birmingham in May was exceptionally well attended and a very positive experience for all those who came along. It was a very busy show with a great buzz and a fun vibe. As well as the expected parents and parents-to-be the Show attracted the whole family including grandparents, sisters, aunties and friends! Despite the Royal Wedding taking place on the Saturday of the Show, we couldn’t have been busier, we even had a visit from celebrity dad and former JLS band member; JB Gill and his lovely family. In true style, all the latest innovations in travel systems, feeding gadgets as well as a huge variety of baby essentials and accessories were on show for visitors to get up close and personal with. It was a fantastic opportunity for our sales team to be able to experience the love and the passion for our brands and product formats first hand. As a manufacturer and supplier, we gain feedback on our products from our retailers but it is fundamental for us to be able to witness the emotive reactions that our brands create with our consumers first hand. We had a fantastic reaction from both parents and little ones to all of the brands we showcased, not only the renowned traditional brands such as Peter Rabbit and Disney’s Winnie the Pooh but there was also a lot of love for the entertainment brands, Peppa Pig and Thomas and Friends. However, as at the Olympia Baby Show last October, Miffy once again was a star and showed how much she is adored by the parents of today which is very exciting ahead of the launch of our new Miffy Baby collection this autumn. Our nursery essentials products such as mobiles and playmats proved extremely popular and I think we may be heading for a little ‘boom’ of baby girls judging by the amount of My First Flopsy Bunny toys we sold! These consumer events are proving the perfect platform for introducing parents and parents-to-be to nursery brands in their entirety and forging those important long-term brand relationships. These ever-lasting emotive brand relationships are extremely important for nursery retailers and create a brand loyalty platform for retailers to build and capitalise on.
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Unicorns are here to stay
Spreading a little unicorn sparkle was one of the new plush Wheelybugs which featured on This Morning on ITV. Wheelybugs can be ridden, pushed, pulled, kissed and cuddled! These colourful ride on bugs are designed to offer hours of fun and help to promote self confidence, spatial awareness and gross motor skills. For more information on working with Hippychick, call their friendly sales om team on 01278 434440 or contact Mike Bird on mike.bird@hippychick.c
Sean Brooks appointed as new Sales Manager Independent retailer, Natural Baby Shower have announced the appointment of former CYBEX Sales Representative, Sean Brooks as their new Sales Manager. Sean, who has eight years of experience within the parent and baby industry, has been appointed to oversee sales within the company’s wholesale division. His role will focus on the distribution of Natural Baby Shower’s two bestselling wholesale brands, Babiators and Merino Kids, supported by heavy investment into marketing and two new UK websites.
On board with Babymoov Loved by parents internationally for over 20 years, Babymoov are back this year adding not only three new awards to their growing profile but are also welcoming a new creative mind on board their thriving UK team Annabelle Cording as Marketing Executive. “This new role is a brilliant opportunity for me to build on the success story of some of Babymoov’s most loved products and particular favourites this summer including the best-selling outdoor UV tent and simultaneously get creative with the launches of some in-genius new products coming this year and next that parents are going to love! “ Web: www.babymoov.co.uk
New Britax car seats launch in Mothercare
Britax Römer has announced the launch of two new car seats, the KIDFIX III M and DUALFIX M i-SIZE. The latest additions are based on popular products and offer more comfort and flexibility to children and parents alike. They are available now and will be exclusively sold through UK retailer, Mothercare. Web: www.britax-roemer.com
Sneaky peek
Summer Infant is set to host a series of distributor and retailer meetings throughout July, giving the industry a sneak peek of their upcoming products ahead of Kind & Jugend, Cologne. “It’s a great chance to showcase our latest, innovative NPD to our key distributors and retailers around the globe. We believe this will create a great buzz and excitement ahead of Cologne and allow us to optimise our new product launches. We are looking forward to sharing our product development progress and brand marketing evolution.” Says Hashim Yilmaz, General Manager Summer Infant. For more information contact 01442 505000 or visit www.summerinfan t.co.uk
Hello Holidays! Discover the perfect travel companions from Britax Römer
Funds secured for entrepreneur to grow business
The Nottingham Building Society has awarded entrepreneur, Olivia Swift, £3,000 of funding to help grow her business, following a successful pitch at a Dragon’s Den style event, organised by Nottinghamshire Community Foundation. Olivia, 26, is the Director of Lotus Maternity Ltd, a brand founded in 2017 which creates unique, premium, UK made nursing tops for easy access breastfeeding. Olivia entered the competition back in March when she submitted a business plan to the Foundation. She was then shortlisted for the final which was held mid-Apr il at the Nottingham Trent University Business School. Swift said: “I was overjoyed just to have been shortlisted to go and pitch to the Dragons. I was the last of the eight finalists to go and present, it was a little nerve-racking beforehand as I put a lot of pressure on myself to succeed because without winning the competition I couldn’t see how I would be able to keep driving Lotus Maternity forward without financial support and backing.”
Web: www.lotusmaternity.co.uk
Roma appoints new Account Manager Roma Prams has welcomed a new team member with the appointment of Bill Robinson as their new Account Manager. Bill will be covering most areas of the UK and Ireland on request. Email him to book an appointment:
Sleek and Stylish:
The BRITAX HOLIDAY is suitable for children from six months to three years (15kg) and is one of the lightest pushchairs on the market. Weighing only five kilograms, it is free standing when folded with a compact length of 60cm and a width of 25.5cm; fitting easily into the boot of a car or in overhead compartments of trains and most airplanes.
Twice the fun:
Travelling with two children has never been simpler thanks to the new BRITAX HOLIDAY DOUBLE. Suitable for children from six months to three years (15kg), it is the lightest and most compact double buggy in Britax Römer’s range at only 76cm wide. It weighs just nine kilograms, and offers comfortable and convenient over the shoulder carry straps that can be worn similar to a backpack. Available in a range of colours. For more information please speak with your Britax Römer Representative. www.britax-roemer.com
bill@romaprams.co.uk Web: www.romaprams.co.uk
True love
British recording artist, television presenter and actress Jamelia recently posted an adorable picture of her little girl True on her Instagram account clutching one of her ‘True loves’ this Gerri the Giraffe soother from The Gro Company, which Jamelia claims has become True’s favourite ‘thingy’, she looks very happy cuddled up to the soft tactile velour soother. Web: www.gro.co.uk
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Cover Story The Gro Company Grobath
Natural growth As one the UK’s leading brands of safer sleep products for babies and young children The Gro Company have led the way in helping get babies around the world to sleep more safely. esponsible for introducing Baby Sleep Bags to the UK market back in 2000, Gro have changed the way babies get to sleep, with 89% of UK parents now using them. As market leader the Grobag has a unique endorsement by The Lullaby Trust, the safer sleep charity, and helped to develop the guidelines for the British Safety Standard. With a strong focus on creating new products produ to help parents The Gro Company strives to create quality Com essentials that parents can trust, essen particularly to solve a problem for parti parents pare or address a particular developmental stage that young deve children may experience. The child range rang covers from the very earliest days day with a newborn to a toddler and beyond.
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Innovation In
Th year sees the introduction of This ab bath range with the Grobath col collection of towelling products. Ba Bathtime is a key part of a child’s be bedtime routine and the transition tra into this category by T Gro Company is a natural The t The team’s years of textile fit. ex expertise has helped them to d develop the product’s Puredry Microfi M bre a highly absorbent to towelling fabric. New addition to t the sleep range the Groromper G also boasts i innovative features which make i unique in the marketplace. A it n all in one bedding new solution s for toddlers the
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Groromper is perfectly suited to little ones that like to jump out of bed full of beans or who sleep like a starfish.
Support
The busy Creative and Marketing department at The Gro Company is always ready to respond to the needs of retailers. This year has seen over 500 photographic assets created by the Gro team, using their in house studio, for the launch of Autumn/Winter 2018. Video assets include Grobath and Groromper brand films and product unboxing videos. Providing these assets is key to enabling retailers to promote product instore and online and will be used by Gro as part of their dynamic Digital Marketing strategy to communicate new releases and make parents aware of the range’s designs and features via targeted digital and offline media campaigns.
Parenting Brand of the Year
With over 43 awards won in the last year The Gro Company continues to reassert its place as a market leader in the Nursery category. With 111 Gold and Silver awards in total, this year saw Gold wins for new product, including Gold awards for Ollie the Owl Grofriend and Groegg2. Gro received the ultimate accolade earlier this year winning Parenting Brand of the Year from Made for Mums; one of the UK’s largest parenting portals. Voted for by parents this confirms Gro as a brand parents love and trust for their children.
Grobath
An exciting new range from The Gro Company, the Grobath collection has been expertly designed with unique features to help make bathtime easier. Using the brands revolutionary new fabric, Puredry Microfibre,
Groromper
c us on fo g n ro st a h it W “ c re a t in g n e w p ro duc ts to h e lp p a rents Th e G ro e t a re c o t es iv r st y n a p Com qu a lity es sent ia ls t h a t p a rents c an trust ” this new collection of towels and robes is super soft, super absorbent and super snuggly! Perfect for keeping babies and toddlers warm and dry, the ingenious Puredry Microfibre fabric is also hypoallergenic and has been proven to keep its softness after every wash. For the Grobath range The Gro Company is proud to have teamed up with BookTrust the leading children’s reading charity. The Gro Company is thrilled to be using Booktrust’s ‘Bath, Book, Bed’ logo across all Grobath packaging and on marketing materials, together they will be communicating the importance of having a good bedtime routine to parents.
Groromper
As leaders in the sleep category Gro have created a revolutionary new all in one bedding solution that solves the problem of 1-3 year olds who have always slept in a Baby Sleep Bag but now need a bit more freedom to move. The innovative features include breathable underarm mesh to ensure temperature regulation; foldover foot covers to keep little ones warm, or cool them off depending on their need, grippy feet also keeping them safe as they run around in their cosy Groromper. With legs to allow freedom of movement and a reversible zip for easy nappy changes the product is perfect for wriggly toddlers. It’s easy to use with a five point harness which makes it the perfect travel solution.
Grobags
This season’s designs are launching with a distinctly tropical flavour, a fabulous Safari Snoozers pairing of new Travel Grobags taps in perfectly into the popular safari animals theme,
one of the top three nursery trends favoured by parents in a recent survey conducted by Gro. Scandi themes and bold geometric prints also feature prominently in the range for Autumn/ Winter in line with current trends. As the only Baby Sleep Bag recommended by safer sleep charity The Lullaby Trust, Grobags continue to offer parents the perfect sleep solution for babies and young children. Tog and What to Wear advice help parents follow safer sleep guidelines and keep children comfortable.
Grofriends
Ollie the Owl and family
The runaway success since its launch last year the Ollie the Owl Grofriends Light and Sound Sleep Aid has quickly become a must have item for the nursery. With a host of Gold awards under his belt including Gold as Best Baby Toy from Mother and Baby, it’s not just the judges that love Ollie. Parents love that the CrySensor can soothe little ones to sleep meaning more sleep for baby and more ZZZs for Mum and Dad too. Look out for the complimentary range of nursery essentials that create a coordinated look with an Ollie Grobag in gorgeous soft velour, an Ollie Grosnug and a very cute Ollie comforter.
WEB: www.gro.co.uk w.gro.co.uk
Grobags
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BURBLE BABY
Online luxury With so many parents turning to the internet for research, we spoke to Karen Grunstein, Founder of Burble Baby to see how this online nursery boutique has grown since first launching their website in 2014. 14.. What was the inspiration behind Burble Baby?
Burble Baby was formed when I was on maternity leave with my youngest child Eliza back in 2014. My background lies in corporate consumer sales and marketing and I wanted to see if I could use my skills and experience to launch my own business that would work flexibly around the family and my three children. Using my own babies as inspiration, and my experiences as a new mum, Burble Baby was born! Burble Baby is a luxurious gift boutique for new mums and their babies with a carefully curated range of gorgeous essentials and treats ranging from luxury changing bags and mama merch, to nursery décor and traditional toys. At Burble Baby we pride ourselves on helping customers to find the perfect present for baby showers, new arrivals, christenings, birthdays and more!
Why did you chose to operate online only?
My experience lies in digital marketing, plus as a start-up business it allowed for lower over heads, lower stock holding and the opportunity to run the business flexibly around my family life. Consumer shopping trends indicate that more and more people start off their shopping experience on line and new parents in particular research products they are going to purchase in great depth on line. It made total sense for Burble Baby to occupy an on line space to capitalise on these trends and to be present and visible in the same space where our target customers were shopping.
What would you say is your area of expertise?
At Burble Baby we pride ourselves on our excellent customer service. Whether this be the quick and efficient delivery of our perfectly packaged parcels to answering a customer query in a timely and friendly manner. New parents want to get their purchases right and the buying experience
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can often be bewildering and exciting for d them where they have lots of questions and require answers instantly! We therefore have lots of touch points with our customers to provide information, to gain feedback and to make sure their shopping experience is stress free and a happy one.
Would you say you are a specialist within a certain product category?
Our product range is certainly growing within the changing bag category and we are adding brands and new lines all the time. A lot of our queries are from new mums asking about the different features of various changing bag styles and asking for our opinion and advice. We have quite a few blog posts now that try to offer advice to mums on their changing bag purchase and point out the key things that they need to consider before they buy. We also have an easy returns policy so customers can buy a few items at once, get hands on, and return anything that doesn’t suit.
Is your primary focus the gifting sector?
Although we do get a large number of our customers buying presents for other people for baby showers or new arrivals, or dadsto- be buying gifts for their partners, a large proportion of our customers are new mums or mums- to- be buying for themselves. Our range is still predominantly giftable and consists mainly of items that mums would want to receive as gift for themselves or baby, or buy as a treat for themselves.
Have you experienced any notable consumer trends since launching the website?
Since launching the website there has been a big shift towards ‘unisex’ in the clothing category, nursery décor category and to a certain degree, in the changing bag category. As social trends emerge it’s really interesting to see how they translate into consumables.
“ We try to have a ba lan ced app roa ch to soc ial me dia and not just use it as a sales pla tfo rm but als o as a me ans of bu ild ing a rel ati on ship and eng aging with ou r customers . ”
Gender stereotypes and gender roles are being challenged across so many different levels at the moment m and new modern parents want to ssee this reflected in the products that they buy. The gender pay gap, t shared maternity leave, flexible s working are all current sociow political issues that affect parents, p and a the rise in merchandise that emulates this mood is very apparent. e The T concept of empowering mama merchandise has also grown m signifi cantly as a consequence. s
How do you draw H attention to your website? a
D Driving traffic to the website is a continual process and we use a co vvariety of on and off line tactics with a strong content plan for the year. SE SEO is vitally important for rankings an and we also use PPC and Facebook ad advertising to target our customers. We utilise email marketing to launch new products and offers and of course use social media to try and engage with our audience. Off line we sell at consumer baby shows, sponsor events, collaborate with other brands and use PR and advertising.
Do you use Social Media and if so, how well does this perform for you?
Social media is vitally important for our business as not only does it drive a huge volume of traffic to our website, but it gives us a way to tap in to our consumers and see what trends or products they are in to or what problems or joys they are experiencing. We try to have a balanced approach to social media and not just use it as a sales platform but also as a means of building a relationship and engaging with our customers. It’s also a great way for us to collaborate with other brands and to engage with influencers, networks and bloggers within the parenting realm.
You operate a reward programme, how does this work?
Our rewards programme is a very simple loyalty scheme that allows customers to earn points every time they purchase from us, follow us on social media or refer a friend. Subsequently they can then redeem offers against future purchases. The scheme is a great way to retain customers and help bring them back to the site, plus refer new friends.
Are brand names important to your business?
The Burble Baby range is curated from organic or British brands that we think have a WOW factor and that other mums would love to receive as a gift, or buy as a treat for themselves. We’re also really proud that at Burble Baby we stock unique brands from some very talented local Manchester mum bosses. The collection is therefore a moving feast with seasonal additions and new lines added regularly. Having a combination of big recognisable brand
favourites and new independent brands helps keep the range fresh and interesting and allows us to react quickly to new emerging trends.
How has 2018 performed for you so far?
2018 started off really strongly for us in the 1st quarter, although the 2nd quarter has been slower. Overall sales are still significantly up YOY and we are delighted with the business growth for this financial year.
Finally, do you have any exciting plans in the future that you can tell us about?
We are just about to launch an affiliate marketing scheme to help raise brand awareness, drive traffic to the website and also develop relationships with key parenting bloggers. We’ve also successfully dipped out toe into our own branded range of products on Amazon this year and have exciting plans to grow this side of our business, ultimately launching business to business!
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talking shop This issue we speak to independent retailers to find out how 2018 has performed so far.
Lynn Bradie
ALL THINGS BABY
How did the first half of 2018 perform for you? It was quite unpredictable to begin with due to weather, stock issues ues and price matching. Thankfully we have seen a really good uplift in the second quarter of the year. Has there been a product category that has performed exceptionally well for you? Yes. iSize carseats and Extended Rear Facing carseat options due to better education of customers when in store. Can you see any new consumer trends emerging this year? We have found that customers are shopping quite late into pregnancy. Classic style sprung prams have become a more popular choice.
Sara Hubbard
WHITES FARM BABY BARN How did the first half of 2018 perform for you? Normally January is a very quiet month for us; many customers are tightening their belts following big christmas spending; but this year we had an increased footfall through the store as well as lots more Facebook and email enquiries. We have been holding events and promoting in store services also this year, which we feel as increased our profile within the local community this past six months. Has there been a product category that has performed exceptionally well for you? Surprisingly, the category that has performed well for us is teething. We took on ranges such as Matchstick Monkey and Belo & Me which are proving extremely popular with our customers, and are a regular pickup item when shopping for other things. Can you see any new consumer trends emerging this year? We are seeing customers revert to old-fashioned shopping styles; coming in store for advice and demonstrations. We have seen the growth in this due to increased bookings with our One-to-One Consultation service.
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Victoria Hampson
NATURAL BABY SHOWER
How did the first half of 2018 perform for you? We have had a fantastic start to the year - up across all areas. Has there been a product category that has performed exceptionally well for you? Changing bags are doing well, as well as footwear compact pushchairs and our very own Babiators have literally been flying! Can you see any new consumer trends emerging this year? Not especially - except continuing along the track of being more environmentally conscious with our customer.
Vicky Denby
MUMMY & LITTLE ME
How did the first half of 2018 perform for you? 2017 was our best year yet and the beginning of 2018 was incredible and had us all as busy as ever. Although retail is tough at the moment, we are finding that having tweaked a few things in our customer service, that customers are coming back to us again and again and seem to be loving the relationship they have with us. Our ratio of returning customers, compared to new has gone up around 30% this year and we are still working of new possibilities for other ways we can be the best at what we do. When you love what you do you need to get that passion across, customers love genuine passion and it makes them realise they are buying from people that care. Has there been a product category that has performed exceptionally well for you? Well yes the baby changing backpack category section has grown for sure, in particular the non leather lightweight bags. We are finding that a much higher percentage again of returning customers are coming back to us for their ‘summer holiday’ changing bag, others come back for a changing bag for their husbands or grand-parents. Can you see any new consumer trends emerging this year? Yes we have noticed the top of the market, like for instance leather changing bags over £250, and the bottom of the market, bags under £85 are doing exceptionally well. We have also noticed that customers are really reading a lot more reviews than they used to, as we have have been collecting them for five years now we have plenty to go at and in a lot of cases more than John Lewis on the changing bags! Customer service is an issue as well - customers do not like buying from websites they would prefer, if they had the time, to go into shops and talk to real people. However as prices are better, there is more choice and it saves time, it means that understandably it makes sense to buy from websites - if they get the correct customer service as if they were actually in a Boutique they love it and come back for more.
It’s good to talk! Fancy having your say about the nursery industry? Just drop editor Penny Franks an email at penny@lemapublishing.co.uk. You and your business could appear in the next issue of Nursery Today.
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supplier snapshot This issue we’re talking 2018! We spoke to some of the industry’s finest to find out their thoughts on the year so far.
Rob Pascoe
Group Commercial and Marketing Director - Gro How did the first half of 2018 perform for you? 2018 has been great for us, although the nursery sector has experienced a lot of changes we have been able to react quickly and ensure that our product is fully available for parents. Our existing range has continued to be well supported and new additions to the range such as Ollie the Owl and the Groegg2 have performed incredibly well. We’ve also been driving hard to get ready for some fantastic new releases this summer and in the latter part of 2018. Has there been a product in your range that has performed exceptionally well for you? Our new release last year, the Grofriend light and sound sleep aid Ollie the Owl, has exceeded our expectations. The introduction of a collection of products with this cute character on including an Ollie Grobag and Grosnug, are also proving hugely popular. Can you see any new consumer trends emerging this year? Staying abreast of current trends is important to us and our design manager
Sarah Poole
Head of Sales - Hippychick How did the first half of 2018 perform for you? As widely reported in the media, traditional bricks and mortar retailers have been feeling the pressure and the early part of 2018 was particularly difficult as the severe weather in March kept many of us away from High Street shops. It’s increasingly important that these retailers are able to offer customers compelling reasons to buy in store, and we see lots of great examples of this, such as detailed product advice and a personalised service alongside other initiatives like Christmas savings schemes, that can really help cash strapped shoppers in the current climate. In spite of the obvious challenges, there is cause for optimism in the Independent sector, with the demise of multiples like BHS and Toys R Us opening up an opportunity for independents to attract these customers, who value the instore experience. A YouGov poll, commissioned by marketing automaton suite Pure360, found that 42% would consider shopping with an independent retailer because they prefer to support smaller operations over a larger retailer. In addition, more than 1 in 5 shoppers 18
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does a great job at ensuring our designs appeal to current tastes and trends. This year we have seen parents looking for a combination of practical technology that helps them address their parenting needs, along with great design. Two of our product launches last year the Groegg2 and Ollie the Owl Grofriend light and sound sleep aid, both addressed this, offering stylish design for the nursery, along with useful features that help parents look after their baby.
said they like to compare price and product offerings between larger retail brands and independents, before going on to make the final purchase from the smaller retailer. Of course online is a growing part of our business and very important. We are serving an increasing number of online only retailers. Without a traditional store, these retailers have their own challenges and are much more likely to need our support with comprehensive imagery and detailed product descriptions. Has there been a product in your range that has performed exceptionally well for you? Spacecot proves that making parents’ lives easier is key to product success in our sector. Sales continue to increase on a monthly basis, boosted by further interest in the product following their win at the Mother & Baby Awards. Also the Nattou Piu Piu Octopus which we launched at Spring Fair have had lots of attention and interest continues to grow. Can you see any new consumer trends emerging this year? In interiors led collections, such as our Nattou range of plush toys and nursery items, neutral ranges are growing in popularity with shades of Grey remaining very popular. With reducing our reliance on plastics becoming increasingly important to retailers and consumers, interest in wooden toys will grow and we are already seeing strong demand for our ranges, which we expect to increase as Christmas selling season approaches. Spacecot’s success proves that a key driver of parent purchase remains convenience and time saving and we feel that this is one trend that is very much here to stay!
Beth Henry
MARKETING ADMINISTRATOR - OBABY How did the first half of 2018 perform for you? The furniture sector has greatly improved in the first half of 2018 from the release of the New Stamford Space Saver cot which is ideal for parents who don’t have much space, the Space Saver cot features the same elegant scroll design offering traditional styling to the current release of the Belton cot bed which is a combination of modern and retro styling ensures a perfect fit with any nursery design and timeless colours make sure that it never looks dated. We also have introduced new colours to the Salsa4 range which has proven to be very popular and selling fast. Has there been a product in your range that has performed exceptionally well for you? Our Stamford range has grown extremely and we have released new products for this range. Our Stamford Luxe is standing proud at the top of the range. Its deluxe, hand-shaped end scrolls flow perfectly into the curved rear side rail creating a unique look which truly sets the Luxe apart from other sleigh cot beds. As your child grows, so does the Stamford Luxe cot bed. Once your child is old enough to progress from cot mode to a toddler bed, you can use the included safety rail for support until they get used to their big bed. Remove the side rails to make a beautiful toddler bed and once they outgrow this, the Luxe can become a useful day bed for lounging and relaxing. We also tried out the open changing unit and bookcase at Harrogate show which proved to
attract a lot of interest and this will be realised into the range soon. Can you see any new consumer trends emerging this year? We have found that the warm grey colour is very popular with consumers thiss year so we have welcomed this to our furniture, all our furniture will be in the warm grey soon and this is going to be a independent retailer exclusive.
Nick Tucker
NATIONAL ACCOUNT MANAGER - REDKITE BABY How did the first half of 2018 perform for you? It is a pleasure to say that Red Kite have enjoyed a hugely successful six months, a statement easily qualified by the great response to our range at the Harrogate trade show. We are very excited to be this close to the launch of the new Luna range, a selection of high end products, the response and pre-orders within the first half the year for this range have been exceptional. Our stalwart lines have again lived up to our high expectations with the Sleeptight still out performing its competition. A key focus over the first part of 2018 has been our presence within social media, and more importantly how we can better interact with our stockists and customers. This has been an area of the business which was identified as needing improvement - with a dedicated marketing team now in place we are making huge gains in the quality and quantity of our social content. Has there been a product in your range that has performed exceptionally well for you? Although we are still counting down the
days until the launch of our Luna range the response we have had within the nursery market has been exceptional. Ass a supplier you are always excited for new product launches along with anticipating the feedback offered from your stockists, Harrogate provided us with the perfect environment to gain this. Many things have contributed to the success of the Luna range , notably, a high end product which is separate from our main range, exposure within multiple variations of media edia and most importantly the support of the independent market. Can you see any new consumer trends emerging this year? I believe point of difference is crucial to todays market, without it a product will eventually fail. There are some obvious exceptions to this, mainly due to the strength of a brand name, however for most of us point of difference is key to any sustained success. Our product design team works very close to a number of buyers, customers and consumers - ensuring that we are producing products to which there is a firstly a demand and secondly offers something different to existing lines within the market. Using the feedback provided within our focus groups we are able to produce a range which offers a point of difference, great value and a great standard to our end customers.
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focus BEDDING & SLEEPING BAGS
Bedded bliss Bedding and sleep bags continue to evolve as do the attitudes of the consumer in the way in which they put their little one to bed. Here we take a closer look. f there is one product category that many retailers are seeking when visiting a nursery trade show then baby bedding is high on the shopping list. Whether that be the more traditional blanket and matching bedding set, or baby sleep bags we have notably seen an increase in the options that are now available. We asked Sara Hubbard (founder, Whites Farm Baby Barn) if she feels there is sufficient choice available? “We actually feel there is sometimes too much choice for customers. Many of our top bedding suppliers do at least five different nursery ranges, all with similar colour palettes or characters. This can sometimes be overwhelming.” Anna Wilkinson (Director, Silvercloud Trading) agrees. “Bedding is a wide category with plenty of choice for consumers, in terms of design, product type and quality specification. There’s everything from the basics of essential sheets and blankets, to beautiful design-led coordinated bedding.” Are parents though looking for co-ordinated bedding options? “Coordinated bedding will always be popular, as it makes it simple to style a new nursery with a theme.” Commented Anna. “There’s a wonderful ‘collectable’ aspect to it – once expectant parents have chosen the range for their nursery, their family and friends can help to add to their collection, with baby shower gifts, for example. As long as there are matching plain pieces available too, for those who might want a hint of design rather than a fully-dressed themed room set, coordinating pieces will always do well.” However, Sara has noticed a shift in attitudes in their store, with parents researching the category more on the ‘dos and don’ts’ of how to put baby to bed and therefore buying add ons once baby is a bit older. “We have seen a decreased interest in full bedding sets, especially as parents are more aware of the dangers of an ‘overcrowded cot’. Many specialists suggest not using a Bumper or Duvet before baby has reached a year old. Because of this, many customers are starting with basics such as sheets and cellular blankets, before adding to their collection down
I
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“necesCosansrilumy ertrsawarlineng’t
th roug h on lin e stores to fin d w ha t th ey w ant, but In sta gr a m , blo gs an d Pinterest have hu ge vo lu mes of inspi ra ti on d
”
Anna Wilkinson, Silverclou Trading
the line, with Mix n Match ranges that can co-ordinate well with what they already have.” Talking about online research, how are parents finding products of interest. Are they looking for advice on baby bedding or is this perhaps where social media comes into play with regard to inspiration? We asked Anna for her thoughts. “Consumers aren’t necessarily trawling through online stores to find what they want, but Instagram, blogs and Pinterest have huge volumes of inspiration, which is undoubtedly where a lot of consumers will find the type of look they’re hoping to create, or learn about the types of pieces they’ll need for their baby. People still love to browse in store, to be able to touch and see the details, so beautifully-dressed cots on shop floors are invaluable for this.” Sara has seen the social media trend in this product category first hand from her customers. “We have found many of our younger customers use platforms such as Pinterest and Instagram to get design inspiration for their nursery. We have found they research a whole colour scheme rather than the individual product itself.” Brand names, as suggested by our mini survey, may not be as important in this category. Although Sara has noted that one brand has always stood out - Gro. This may in part be due to the shift in
The survey says… Nursery marketing specialists FanFinders surveyed 1500 consumers via their platform Your Baby Club focussing on bedding and baby sleep bags. Here’s the results. Did you have difficulty finding baby bedding?
Yes: 732 (48.8%) No: 768 (51.2%)
Did you feel there was sufficient choice available to you?
Yes: 919 (61.3%) No: 581 (38.7%) Were brand names important to you?
Yes: 474 (31.6%) No: 1026 (68.4%)
Did you buy a baby sleep bag?
Yes: 964 (64.3%) No: 536 (35.7%)
Did you consider the materials used in the production of your chosen bedding?
Yes: 1157 (77.1%) No: 343 (22.9%)
Were you looking for a co-ordinated bedding set?
Yes: 1182 (78.8%) No: 318 (21.2%) Did you research bedding prior to purchase?
Yes: 848 (56.5%) No: 652 (43.5%)
Image courtesy of Aden + Anais
attitudes on how to put baby to bed and of course the tireless work behind the scenes that Gro does to keep the brand consumer focussed. “When sleep bags were first introduced to the nursery market we found that
‘GroBags’ by the Gro Company were the only name anyone knew.” With this in mind we asked Sara if she felt that her customers were looking more closely at the materials used for baby bedding? “With the
increased prevalence of the research carried out by groups like the Lullaby Trust, a lot of our customers are looking into safe, breathable and organic materials, in order to give their baby the best, safest nights sleep.” Naturally we spoke to Gro to find out what has been the driving force behind the growth of use in baby sleep bags. “There is no denying that the demand for baby sleep bags has increased in recent years.” Said Rob Pascoe (Group Commercial Director). “The Gro Company introduced Grobags to the UK market 18 years ago and now 89% of parents use a baby sleep bag*. In this time we have built a wide range of essential sleep products for parents and the Grobag remains our hero product and biggest seller. With 94% of parents worrying about their babies while they sleep* they are looking for the safest way to put babies to bed. “Quality baby sleep bags like Grobags which are the only recommended baby sleep bag by safer sleep charity The Lullaby Trust and first to achieve the British Standard, giving parents the reassurance that they are looking for.” With adult sleeping bags we look at tog values, is this the same with parents who are purchasing sleep bags for their little ones? “Tog values are a key part of the safer sleep information that we strive to inform parents about
Exclusive Independent Colourway A light and warmer alternative to our popular taupe grey. Providing your nursery with a subtle and sophisticated look and feel.
when they make their purchase. We provide what to wear information at the point of purchase with all 0-6 and 6-18 month Grobags as it is so important to consider the temperature of the child when they sleep in line with safer sleep guidelines.” Said Rob. “We recently introduced a ‘What to wear’ module on our brand website Gro.co.uk to help parents select which tog they would need based on the temperature of their child’s room. In the first month there were 60K users of the module clearly showing that tog values are carefully considered by parents.” Sara has noticed a mixed bag of customers when it comes to knowledge with regard to tog values. “Customers that come into our store specifically requesting baby sleep bags are aware of the different togs and the benefits of each, but when we are suggesting sleep bags to new parents they may not be aware of all the criteria that goes into choosing one, this is where the knowledge and advice of a good independent retailer comes into play.” Finally, what about current trends, what has Sara noticed in her store? “Grey. It’s been a major trend for the last year or so, and it doesn’t seem to be stopping any time soon. “Neutral tones mixed with a pop of colour seem to be popular, as many customers are now keeping their baby’s gender a surprise until birth.”
www.obabystamford.co.uk
Shelf
Luxe cot bed
Toy box
Tall chest of drawers
Double wardrobe
®
www.obabytrade.co.uk 01652 641490
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focus BEDDING & SLEEPING BAGS
Wise choice Decorating the nursery is an exciting job for all new parents and creating a cosy and welcoming environment will pave the way for happy, sleep filled nights to come. Breathablebaby’s new Owl Story mesh cot liner is not only adorable and cute but provides a safe and secure sleep environment for baby too. Available in a variety of sizes to fit almost any style of cot or crib, the fully breathable mesh is 25 times more air permeable than traditional bumpers and is secured with hook and loop fastener so that baby can’t submarine underneath. The ties are all triple stitched in two parts to remove the risk of entanglement. Baby will not only love to look at the jolly wide eyes of the wise old owl, but little arms and legs will be protected from slipping through cot slats too. Tel: 07976 773486 Email: Rachelle.harel@breathablebaby.com
Sleepy Forest Friends New collection from Silvercloud, Sleepy Forest Friends, includes sleeping bags in two sizes: 0-6 months and 6-18 months. The smaller size features a sleepy owl on a branch, while the larger size has a cheerful stack of animals – all in bright prints, applique and embroidery. The zip around the bottom of the bags allows for easy night-time nappy changes, and the 0-6 month size has additional poppers under the arms to ensure a safe and secure fit. In 2.5 tog, they are a great choice for colder nights, ensuring baby can’t kick off their covers. Tel: 01692 408802 Web: www.silvercloudnurserybedding.co.uk
All in one piece pany is an
New from The Gro Com all in one bedding solution the Groromper. A one piece sleepsuit it is perfect for toddlers that sleep like a starfish and leap out of bed in the morning. Cosy fabric keeps children warm at night and breathable underarms ensure temperature regulation. Clever features such as a reversible zip for easy nappy changes, grippy feet on foldover foot covers, all mean little wrigglers will stay cosy and comfy while asleep or at play. Watch out for their exciting new product launch including video available from July. Web: www.gro.co.uk
Perfect compliment Chicco’s range of bedding accessories – including fitted bed sheets and a mattress cover – are perfect to compliment Chicco’s original side sleeping cribs the Next2Me and Next2Me Dream. They are also suitable for the popular travel crib, Zip & Go. The set of two fitted sheets are available in a selection of colours and designs, including Light Grey, Light Blue, Miss Pink and Delicacy, giving parents the opportunity to select a style that coordinates with their crib. Web: www.chicco.co.uk
Water tight
Hippychick’s waterproof bedding protection range is high quality and discreet – they really do have to be felt to be believed. They take a much needed, but also much maligned product and transform it into comfortable, soft, undetectable piece of bedding that is breathable. Absorbent and waterproof, they are a great natural alternative to sweaty plastic under sheets. The undetectable layer of polyurethane that makes these bedding protectors waterproof also acts as an anti-allergy barrier, protecting against dust mites – a major cause of increasingly common conditions asthma and hayfever. Available in both brushed cotton and Tencel fabric, in fitted and flat sheet styles. Tel: 01278 434440 Web: www.hippychick.com/mattressprotectors
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for little adventures...
Travel accessories, blankets and changing bags 01692 408802
silvercloudnurserybedding.co.uk
SilvercloudNurseryBedding
focus bedding & sleeping bags
Safer sleep, brighter days
We all know how precious sleep is for both baby and parents; SwaddleMe by Summer Infant offers a complete line of sleep products which has been expertly designed and tested to keep babies snug, safe, and comfy throughout the night. The proven and protected design makes swaddling easy and safe for babies and offers great value for money from £9.99. Brand new SwaddleMe fashions have just launched to reflect the latest trends, from eye catching dinosaur and alphabet prints, to soft grey stars, clouds and elephant designs. A new SwaddleMe Bath to Bed Gift Set is also now available with a guide RRP of £24.99, featuring everything baby needs to transition from a comforting bath to a restful night’s sleep. Gift box packaging makes this an ideal present for new parents and includes 4 washcloths, a hooded bath wrap and SwaddleMe Original swaddle.
Tel: 01442 505000 Web: www.summerinfant.co.uk
Safe slumber for little ones
Silentnight has launched a new range of its Safe Nights cot bed mattresses to help babies sleep safely and soundly in their important early years. Created using 100 per cent recyclable and sustainable Eco Comfort fillings, the range is available in four different options, including Safe Nights Essentials, Airflow, Luxury Pocket and Superior Pocket. All four mattresses are free from foam or chemical treatments and use breathable fabrics that help keep little ones at just the right temperature for a great night’s sleep. All mattresses are made in the UK and tested to the highest UK standards for parents’ peace of mind. Accessories are an additional way to ensure a child is comfy and cosy throughout the night. Soft fleeces, hooded towels, sleep bags, bubble blankets and fitted sheets are all part of the Safe Nights range and help to make the perfect sleep slumber for every child. Web: www.silentnight.co.uk
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oozenewrlysreleased Tigertastic and Safaourt ifor Thsen Gro Company’s fari animal Keep and eye y feature popular Sa Bright and colourful the . ags ob Gr fit with current bra Ze py Zip t are perfectly suited to tha s ign des lm pa tic exo little Safari snoozers characters and designs are snuggly for us geo gor ese obags Th s. nd nursery tre point harness. These Gr features to fit with a 5 vel w tra no h is wit ich le wh r ilab nte ava and tumn Wi range of Grobags for Au di an Sk e lud inc t are just part of the new tha s ign other gorgeous new des available. Watch out for . nts pri tric themes and bold geome Web: www.gro.co.uk
Counting sheep
Still a favourite design, Silvercloud’s Counting Sheep collection features adorable sleepy sheep motifs in applique and embroidery, on 100% cotton. The three Piece Bedding Set is the perfect basis for a themed nursery, in cool unisex whites and greys. Customers can add the Counting Sheep Coverlet, which is suitable from birth, along with matching lined curtains and other accessories to complete their room. To dress a space-saving cot, there’s a four Piece Bedding Set, which is all suitable from birth and includes a fitted sheet designed to fit a smaller mattress. Tel: 01692 408802 Web: www.silvercloudnurserybedding.co.uk
Perfect temperature
Getting the right balance between enough clothes and blankets for babies on summer evenings is a tricky business. aden + anais understand this is a concern for all parents and so designed the classic sleeping bag to help parents maintain the perfect body temperature for their little ones all through the night. Designed with one layer of the brand’s iconic muslin and a bottom opening front zip for easy night-time changes, aden + anais’ sleeping bags have won numerous awards for their fun designs and sheer practicality! On warmer evenings they can be worn simply with a vest and nappy, and on cooler evenings with a babygrow. Web: www.adenandanais.co.uk
Making life less worrying
Lover of laundry Baby sleep bags are amazing in keeping our little ones warm in cold nights and safe from SIDS. But these can get soiled easily with skin shedding, bacteria, sweat, and worse, the nappy accidents and spit-ups! So regular washing every 3-4 days is recommended. Nimble Laundry Lover is a non-bio detergent that keeps sleep bags clean and fresh without ruining the colours. It’s perfect for washing off nasty stains like food, pee and poo whilst being gentle on the fabrics with its 88% naturally derived ingredients. It is also free from skin irritating enzymes, dyes, and optical brighteners. It’s available in a 750g bottle (RRP £5.99) that lasts up to 25 washes and in a 100-ml travel size (RRP £2.99). Email: von.sy@nimblebabies.com Web: www.nimblebabies.com
Proud to support independents
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Tracks Movement. Looks after baby, so you can relax. The UK’s best Baby Movement Monitor range. Relax! The Sensor Pad tracks baby’s movements.
Find baby’s ideal nursery conditions.
Large 5˝ touchscreen Parent Unit.
An alarm will only sound if there has been no movement for 20 seconds so you can relax.
The Camera Unit monitors baby and includes a colour-coded room temperature display.
Adjust nursery conditions with confidence by reviewing room temperature and movement analytics.
For more information please call: 01785 503 305 or email: info@hcotrade.co.uk
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@Hardenberg_Co Hardenberg&Co Ltd
nursery today
67
nursery matters JOHN BARKER
Barking Mad This issue John Barker is talking car seats which is a hot topic for many independent retailers. thought this month I would talk about car seats and their place in the market. We, like many independent stores have access to and stock car seats from a host of brands – but how do you support them all? In the ideal world we’d all stock every brand of car seat and we’d support them all equally. Unfortunately we don’t live in an ideal world and that means sometimes we give too much support to brands that don’t reward support and less support to brands that really we should be championing. It’s a tricky balance between safety, price and consumer preference. How many times have you had a rep in your store asking why you aren’t selling many of their car seats after you’ve told them you are doing really well with his competitors? Let’s be honest selling an infant carrier is like shooting fish in a barrel. We tend to find customers fall in to one of three camps, those that want the safest seat (regardless of cost), those that want the cheapest seat (regardless of safety) and those in the middle that want the safest seat they can afford. Given the fact that most customers treat the infant carrier as an accessory rather than what should be the most important purchase they make, the customer’s choice of pram is a huge help here. Having just spent an hour with your customers demoing prams you’ll have a pretty good idea which type of buyer they are so guiding them to an infant carrier isn’t hard. And invariably they will gladly take your advice and recommendation. This is where it is vital to offer a range of seats. It’s obvious to say you
I
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need to cover the usual bases: 1. Entry Level offering (Budget brand or entry level safety) 2. Mid-Range Offering (Branded entry models) 3. High End Range Offering (Branded and fully featured models) 4. AAA Range (Branded with best features and benefits) These tiers also correspond to the three types of customer too which is handy. If you committed yourself to only one brand your potential is reduced. If you only stocked High End Range Offerings a customer coming in to your store with a budget for only an entry or mid-range option will have no alternative option but to shop elsewhere. We simply allocate a tier to each of our brands – yes we have cross over (we never want to walk away from a sale after all), but if you target all your tier 4 customers with your top brand a high percentage will buy it. If not simply ski downhill and make a recommendation on your next tier. Because every customer is different and every stores typical customer is different you’ll find your starting tier changing from customer to customer. I would say 3 or 4 good brands (on top of your pack in seats) should be more than sufficient to cover the vast majority of the market and this should also mean all of them get a share of the business too. We pride ourselves on our car seat advice and we are proud to say to any group 1 onwards customer “we won’t sell a seat your little does not need”. A surprisingly successful tactic as our customers genuinely appear to appreciate our honesty and invariably return when
little one is ready. Group 1 onwards advice is something very different to group 0+ and having access to a small range of brands (again the same 3 or 4 as mentioned above) should allow you to recommend from a good portfolio of products. A good example would be impact shield seats. We love impact shields but not every customer does and that’s why we carry harnessed alternatives from our other brands. Remember you’re here to sell to customers and their wants and needs – not your own. Yes you may prefer Maxi-Cosi to Cybex or Joie to everything else but you must ensure the customer has choice. The major drawback to having this range is space and as we all know Car Seats never look good on a shop floor no matter what you do. However, as I mentioned last month the brands are looking for room in your shop and they are all willing to assist with some great POS and stands. We recently had Kiddy upgrade our display and it looks fab! It doesn’t take up much room and really draws the eye to their high level seats – best of all it hasn’t cost us a penny just the small amount of shop floor space. Honestly ask your reps, they want you to spend more and if they can they will assist you. By spreading the sales across these various brands we find the effects of stock issues can be decreased and we manage to maintain a respectable level of sales
with the brands we sell, across the board. It’s a risky business placing all your eggs in one basket – yes it does mean you can have a fantastic tight relationship with your chosen brand but the consumer does like choice and what happens if the stockist hits a stock issue? So here’s a challenge for you all – We all think we know our customers better than anyone else, that’s why we protect them from bad sales people in other stores. The reps out there will tell you that all they hear all day long is “my customers won’t buy that” and the store won’t give a product a chance. Just for one weekend try and step out of your comfort zone. You know that Evo Luna iSize that’s been sat on your shelf for six months gathering dust? That’s the one, the one the customers won’t buy because it’s over £400 and that’s stupid money for a car seat. Well, take it off the shelf and show it to everyone that visits your store for a couple of days – if you show passion the customer will love it too. Or you could just demo that CabrioFix (probably because it’s become the industries standard free gift) as usual and not try to drive forward. What’s the worst that could happen? The customer rejects your advice and buys the CabrioFix anyway? What a scary outcome. Until next time I’m off to watch England play their first game in the World Cup – So I may be in a bad mood next time I come to write this article.
john@pramland.co.uk
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focus
THE INSIGHTS PEOPLE
Baby Showers - an opportunity for brands to join the celebration N Richardson takes us through why it’s all about more than simply Nick ttargeting mum and dad. e all know that as the landscape around us evolves, brands must evolve too. With 95% of t today’s expecting parents belonging to the t millennial generation, their experience e of parenthood is taking place p in a world completely different to t that of generations before. Parents I Insights look at the ways in which brands can maintain their advantage with parents. By delving into their world, we can gain information on what they are consuming, alongside their babies and young children, in terms of their digital environment, media, products and services. We do this by surveying 200 different expecting and new parents every week. That’s 10,000 parents a year – which enables us to provide the most comprehensive and dynamic insights into the parent and family ecosystem. Collecting data every single week enables us to spot trends that could open new opportunities for brands to expand their offering. One such trend - baby showers - is showing to be a relatively untapped market showing a vast amount of opportunity and promise. Popularised in the US, baby showers are now a commonplace event - with 39% of all expecting parents hosting a celebration. The trend is driven by the younger generation, with almost 45% of parents under the age of 25 having one, compared to just 28% of parents over 35. The trend has gained momentum through social media channels such as Instagram and Pinterest, and through celebrity influencers who exhibit their elaborate celebrations online. The decisions involved in hosting this sort
W Nick Richardson CEO - The Insights People Nick Richardson’s is a highly experienced strategic marketer and is founder of The Insights People the most comprehensive and dynamic market intelligence resource on all things kids and parents, with a mission to change the way in which global market research is conducted. Having worked in strategic marketing and insights all of his career, Nick established Kids Insights in 2017. Kids Insights survey 400 kids, tweens and teens every week (more than 20,000 a year), with subscribers able to access the data in real-time via an online portal. In addition Kids Insights also produce four insight led reports every quarter which focus on what kids, tweens and teens are consuming and how they are behaving. 2018 is set to be an exciting year with Nick overseeing the launch of Parents Insights in the UK as well as expanding Kids Insights internationally. Nick’s particular passion is for insight led research with a focus on implications and opportunities.
About Parents Insights
Parents Insights is the most comprehensive and dynamic market intelligence resource on all things new parents in the UK, from expecting mothers all the way through to parents of four-year-olds. We survey 125 parents with children aged 0-4 every single week, which is more than 6,000 every year. We provide our clients with access to ‘real-time’ data and four in-depth insight reports every quarter (16 per year), providing the mustknows when it comes to “flash” and “global” trends.
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of event has seen related online searches rise dramatically over the past year, as shown on Google Trends. Despite this, the most popular events in the UK include smaller, more intimate gatherings with friends, family and afternoon tea. Interestingly, it is common for mothers to have no part in the organisation of the event, with 18% describing their baby shower as a surprise and a further 16% saying their friends were organising it for them. This suggests that brands should be aiming to target the friends and family of parents too, some of whom may not have any experience buying for babies and will be seeking out guidance and inspiration when it comes to gifts. This is potentially addressed by Amazon’s new feature, Amazon Family - which is aimed at helping parents, families and caregivers to find what they need on the site by asking them to enter the child’s profile – their age and gender – to receive personalised recommendations. Amazon also
recently sponsored Khloe Kardashian’s baby shower which was promoted to 72m Instagram followers. The growing trend for baby showers opens a new, celebratory channel for brands to engage with new parents, at a time when they are entering a new phase of their lives. Our data suggests that as well as sponsoring A-list events, there’s also a product development opportunity for brands to collaborate with parents. As we know, this generation of customers are tomorrow’s influencers. Through co-creating baby shower events, brands could build a network of micro influencers, who will be eager to share their photogenic get-togethers with their engaged social media base – starting the influencing process with the next generation of parents. For more information on Parents Insights, including a sample report and a free demonstration of Parents Insights award-winning portal, visit www.parentsinsights.co.uk/ nurserytoday or call 0330 159 6631.
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social media ROSS HEWITT
OMG; GDPR & IGTV Ross Hewitt takes a look at how the arrival of GDPR and IGTV has effected many businesses. uite a lot has happened in the world of digital marketing since I wrote my last article, and two big things stand out as worthy of m mention.
Q
T first one is GDPR… The rremember that? W Without GDPR in May I would have turned my grumpiness to the h never-ending onslaught of n newsflashes about whether Meghan Markle’s father was going to attend the w wedding or not, but no, GDPR
Ro ss He witt, M ana gin g Di rec tor of Secret Pi e and aut ho r of ‘Savvy Socia l M ed ia’. g Ro ss beg an his dig ita l ma rketin st fir his career in 19 98 and had for ay into th e nu rsery industry as He ad of M arketing & in Ec om merce for Silver Cross in e Pi t 20 08 . He set up Secre 20 10 and has been helpin g cli ents get found and loved on lin e ever sin ce. ww w. sec retpie .co .uk | Ro ss@ sec retpie .co .uk | 01 90 4 410 02 7 | Twitter: @S ecret_ Pi e
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kept my attention focussed on other things that month. Every business had to spend time and money updating publicly visible pages on their websites that no-one ever read to make sure that new paragraphs and clauses were added that no-one will ever read. National retailers decided they had to create infinitely long questionnaires to send to their suppliers to make sure that they were GDPR compliant, and brands and distributors had to get permission to send information to retailers, whilst everybody had to
check with consumers who had said they want to receive information that they really did want to receive information. At the top of the pile were lawyers who were enjoying the latest gold rush, and in the middle were a bunch of hard-working folk receiving and handing out documents they didn’t really understand to people who didn’t really understand them in the hope that these actions meant they could demonstrate a reasonable attempt to be GDPR compliant in case anyone
Don ’t be sc ared of G D P R an d don’ t let it put you off w ha t is st ill th e best w ay to co m mun ic ate d ig itally to your ex isting an d potent ia l customer s. who does understand it all ever come knocking to check up on them! Anyway, I could grumble for ages about what was wrong with GDPR, but the only real message I want to make sure everyone understands is that it is still OK to do email marketing! Some of you will have tried to garner new permissions by emailing your existing recipient lists, and I would guess that for every 1,000 on your list you have managed to retain around 10% of them. Not a great result, but it’s still a group of people who want to hear from you. If you did execute an unexpected cull of your mailing list then start building it up again. It’s fine – just make sure your sign-up form is ‘GDPR compliant’ and you only collect enough data to give you what you need to send an email…their name and their email address. The shortcut to this, if you aren’t using it already, is to move over to Mailchimp for your email marketing as they have a perfectly straightforward bullet-proof set of tools to make you compliant and get your email marketing fired up again. Just Google ‘mailchimp gdpr’ and you’ll quickly learn everything you need to know. If you were active in email marketing before May 25th then my advice is not to abandon it. Even if you didn’t think it was generating direct results because you couldn’t track many online sales or see any spikes in website traffic then trust me, it was working. It might have stimulated a Google search of your business a few days later, or a visit to your Facebook page, or prompted a
conversation between a newly pregnant couple, or been forwarded to a grandparent-to-be or a friend. In the foggy matrix of what drives people to look at your business a cog will have turned somewhere and turning cogs are good things in a marketing machine. Don’t be scared of GDPR and don’t let it put you off what is still the best way to communicate digitally to your existing and potential customers. The second ‘big thing’ is the arrival of Instagram TV (IGTV). This feels like the beginning of the slow creeping death of Instagram as a platform for creative photography and a big push to move it in a direction that is all about the kids and gives teenagers another damn reason to stare at a screen instead of speaking to other human beings. My advice is to not be dazzled by this and keep a watching brief on how it develops. New doesn’t always mean great, especially not for marketing communications. I can’t stress enough about how important video is in today’s marketing mix but the real answer for this industry lies within YouTube and that embedded relationship it has with Google search results. Look at your Google Analytics data and see where your website traffic comes from…I’ll bet at least 60% of it is from Google. Keep making videos or start already if you haven’t taken the plunge yet but post them where our target demographics are browsing and don’t drop all the good stuff to start playing in a new sandbox with kids and teenagers…they aren’t buying your stuff…yet. That said, I’m toying with the idea of starting an IGTV channel straight away…just to film people sat in restaurants staring at their screens watching videos instead of talking to each other, and then they can eventually watch themselves doing exactly that on my channel. Then I’ll film them again, watching themselves watching themselves…the possibilities are endless!!
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focus BOTTLES & STERILISERS
Gotta lotta bottle Breast milk is naturally what’s best for baby, however mums will eventually express milk or start using formula, meaning that mums actively seek bottles, teats and sterilising equipment. The number of mums who choose to breastfeed in the UK is among the worst in the world, with only 40% of babies in the UK being breastfed at six to eight weeks of age, whereas in Norway (as an example) 70% are still breastfed at six months. With this low statistic, and with little indication that it will improve, is it time you focussed on this product category? Here we highlight products that are currently available to assist your customers, whether they are transitioning from breast to bottle, or indeed have taken the choice to bottle feed from the start.
Go deluxe
a The Dr Brown’s, renowned for its unique anti-colic baby bottles also includes ed re-design the g includin needs, eaning range of sterilisers to meet all bottle-cl six Deluxe Bottle Steriliser. This easy-to-use sterilising system effectively cleans bottles in one cycle and boasts a convenient top basket for accessories. Dr ve Brown’s also have two microwavable sterilising options: Dr Brown’s Microwa standard most ts fi and bottles four clean ally Steriliser uses steam to hygienic to microwaves. The handy Dr Brown’s Steam Steriliser Bags are reusable up twenty times and are ideal when travelling. For further information, please contact Central Medical Supplies. Tel: 01538 399 541
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Twist again
are The Swedish brand, Twistshake, prides itself on developing products that design. g appealin orary, contemp a offer also yet use, to safe and simple Twistshake bottles make the transition from breastfeeding to bottle feeding are no both smooth and safe, the anti-colic teat and mixer net make sure there an creating by clogs by caused e meal-tim during tions interrup d longer unwante ignore to have you even flow. To Twistshake, functionality does not mean that awards aesthetic value and they have won a number of design and functionality in a come bottles The bottles. baby colic anti ng best-selli particularly for their wide range sizes for different age groups and are available in six different and colours. Hippychick supply a wide range of Twistshake bottles, sippy cups range. e tablewar new popular pacifiers as well as their very Tel: 01278 434440 Web: www.hippychick.com/twistshake
Stte ea am med d tto perfection
During an age where time is of the essence, Beaba ’s innovative and compact Baby Milk Second heats bottles to exactl y the right temperature in less than two minutes, thanks to its patented super-quick steam heating system. With its high accuracy timer, the Baby Milk Secon d reaches the correct temperature according to the size and mater ial of the bottle, making it suitable for small jars and breast milk bags. For ease, it’s compatible with most bottle brands and there’s no need for eager parents to stand by its side as it signal s when it’s finished, leaving parents to comfort their baby in between feeds. For trade enquires please contact CLEVER CLO GS.
Email: sales@cleverclogstrading.co.uk admin@cleverclogstrading.co.ie
Eco friendly bottle solution Pura Stainless is the eco-friendly 100% plastic-free adaptable feeding bottle that grows with a child’s needs. very year British households throw millions of tonnes of waste into the bin. Pura Stainless is one of the brands combatting the issue with their 100% plastic-free, Nontoxic Certified bottles that can be re-purposed as baby grows, offering both value for money and sustainability. The reason that families go through so many bottles so regularly is that they are designed for a particular stage and time in a child’s life. They are often made from materials that can be easily cracked or damaged when dropped or transported, so accidents naturally happen. Then there are the concerns over the harm that plastic can cause for young children. All plastic, including BPA-free, can leach chemicals that cause estrogenic activity (EA), and should be avoided in products used for babies. Suddenly the world is more aware about plastic.
E
Kiki Pura feeding bottles come in six sizes with five compatible silicone lids, making them totally adaptable as a baby progresses to toddler spouts and beyond. They are the only bottle in the world that has 0% plastic contentt and is fully recyclable, made from 100% BPA-free, EA-free, phthalate-free, petroleumfree, and PVC-free materials. With no plastic or glass to break, chip, or leach chemicals, the Pura Kiki Infant Bottle transforms into a sippy cup, straw bottle, snack cup and sport bottle with a simple swap of the silicone inserts. Mumsnet agrees too having recently awarded the Pura Kiki Infant Bottle the title of ‘Best Sustainable Baby Feeding Bottle 2017. For more information visit www.purastainless.co.uk Tel: 01202 303 777 Email: info@2012ltd.co.uk Web: www.2012ltd.co.uk
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focus BOTTLES & STERILISERS
ng Award wintheni use of recyclable
With increasing awareness about friendly materials, product durability and environmentally glass for st intere in se increa an products there has been g bottles and of the eight multi-award winning feedin brands in stock, three offer this option. NUK’s are the most affordable and styled with a They have delicate neutral print in sizes 120ml and 240ml. wide extra an with teat d shape dontic ortho NUK latex a sealing a also ’s There . lip and NUK Anti-Colic Air System on. ortati transp disc for leak proof Lansinoh’s offering is the newest and purest in terms and 240ml of having no illustrations. Its available in 160ml ed to design teat, altic perist e alWav and features their Natur inner gh throu steps g suckin al natur s baby’ encourage ed base vertical ridges, unique gradual slope, wide textur e. silicon 100% in and air ventilation system MAM as with the rest of their range offers really and modern, appealing motifs in a choice of pink, blue s come also It l. 260m and neutral options each in 170ml . claim tance accep 94% a has that teat with their Skin Soft Tel: 0208 845 500 Email: sales@babybrandsdirect.co.uk Web: www.babybrandsdirect.co.uk
The perfect grip
Grip, by Cognikids, helps baby to develop important fine motor skills like the pincer grip, which they will use to hold a pencil, do up their own button and pick up an errant pea from the table. Designed to be soft and squishy, while babies feed with Grip they can knead at its soft mesh, simulating actions they would have made when breastfeeding. This helps ease the transition from breast to bottle. Grip is made up of lots of circles and the circular shape encourages baby to use a pincer grip to grasp. In fact, the circular structure of Grip’s mesh makes it difficult for babies NOT to develop that important pincer grip. The Cognikids range of products is now available in the UK through DCUK. Tel: 01422 383555 Email: sales@dcukltd.com Web: www.dcukltd.com
Naturally clean Washing baby bottles involves two parts: Part 1 – Wash with a cleaning product Part 2 – Sterilise, if applicable For Part 1, you can use a regular washing up liquid which is made with industrial chemicals, or you can use Nimble Milk Buster, a multi-award winning and patented baby bottle cleaner with plant-based ingredients specially formulated to gently detach milk fat and proteins from plastic. It is available in a 200-ml bottle (RRP £4.99) perfect for home use and lasts up to 400 washes and in a 60-ml travel size (RRP £2.99) perfect to clean pumps when out and about. It also now comes in a 400-ml eco refill pouch (RRP £4.99) equivalent to two full size bottles. Email: von.sy@nimblebabies.com Web: www.nimblebabies.com
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Tel: +44 (0) 1202 303 777 Web: www.2012ltd.co.uk
focus HIGHCHAIRS
Sitting pretty Parents will think about the type of highchair that will be used and how this will fit into their home environment especially when we consider general home décor. For some it will be a question of storage, for others it could be that they wish their child to be able to sit at table height to enable family meal times to become routine. The highchair is a nursery item which can’t be really replaced by any other product – it would be incredibly difficult to feed a child without having a highchair! Therefore, this is one particular reason why sales are stable year on year. Although parents could change their buying patterns and switch to a lower price point brand, they simply can’t stop buying the category.
Touch of magic Chicco’s Polly Magic Relax is the perfect companion to keep mealtimes covered from birth up until three years. Up until six months, Polly Magic Rela can be used as a Relax comfortable com newborn chair thanks than to the new super soft redu cushion that ensures reducer little ones are snug and safe. Wh What’s more, the reducer is reve reversible with breathable fabric on one side for the summer mo months, and a thicker coc cocooning surface for when the we weather turns colder. A rem removable, colourful toy bar is als perfectly positioned to also en entertain little ones as they pla and relax. play When it comes to weaning at around six months, Polly M Magic Relax offers eight di different height levels and th reclining positions so three th the perfect feeding that p position can be achieved. As li little ones grow, the tray can th be fully removed from then t highchair so it becomes a the t table chair, allowing toddlers t sit up at the table to enjoy to a meal with the family. Web: www.chicco.co.uk W
Wooden it be lovely
East Coast Nursery offers customers a choice of wooden highchairs to suit every need. Made from solid, sustainably sourced timber, they are reliable and built to last. Wooden highchairs are wonderfully functional and practical, as they’re smooth and easy to wipe clean. Their classic Folding Highchair can be seen in count less adverts, restaurants, and homes across the country. A firm favourite, it’s stylish and practical, folding neatly for storage. The tray can be flipped back behind the chair, so baby can be pulled up to the table to join in with mealtimes. It’s available in natural, white, or white and grey.
Tel: 01692 408802 Web: www.eastcoastnursery.co.uk
Meet mimzy
Meet the Joie M imzy 360, suitabl e from birth due its full recline th, , until 15kg (app rox. to 3 years) it grows wi th baby right up to seating them at the table with the family. Its unique 360-de gree swivel seat is activated with on e hand, locking in to 4 multi-direction po sitions, allowing parents to find the most co mfortable and be st position to easily feed a youn o g baby. Featuring seven height adjustmen ts and 5 recline po sitions, including a 3-po sition footrest, it allows the child to be in the right position wh atever mealtime entails and the perfect pa rtner for every stage of de velopment. A spacious and ex tra padded seat means baby is sure to be comfy at all times , and for the youngest baby there’s soft newb orn insert. The newborn in sert is removable and washable; th and wipeable. Th e main seat pad e seat also featur is removable es a fully adjusta The extra large ble 5-point harn tray has a one-ha es s ffor safety. nd release and 3-po cover clip-on over sitions, it also feat tray that’s dishwa ures a full sher safe. The sty and closes easily lish modern fram in a single motio e opens n and the tray sto legs when not in res away handily use. The integrat on the rear ed wheels on the movement when front legs allow fo needed and its fre r easy es ta choice for even th nding when fold ed makes it the id e smallest of spac Tel: 01889 80 eal es . 8 90
0 Email: uksale s@joieba
by.com
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Making progress
Chicco’s Polly Progres5 highchair converts as your little one grows. Newborns can sit in the spacious and deep padded seat to sit, play or relax. As they get older and are ready to try their first taste of solid food, it can be used like a traditional highchair with either the tray attached or moved close to the table so your baby can sit and join in with family meal times. As your baby grows, the Polly Progres5 converts to a booster seat, which can be secured to a dining room chair with the tray attached and later on the booster seat can be made more compact so they can sit at the table. The highchair can be adjusted to eight different heights, four different reclining positions, and also features an adjustable leg rest.
Help is at hand
Prince Lionheart’s bébéPOD Flex Plus provides the ultimate in infant positioning and support with dual safety straps system that attaches the bébéPOD Flex Plus securely to both Baby and chair. The 3-point harness bébéPOD Flex provides floor to booster flexibility; a cost-effective alternative to high chairs . It includes a pommel, a removable and adjustable tray, reusab le placemat and an attachable toy. SIT. EAT. PLAY.
Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk
Web: www.chicco.co.uk
All in one
Seeing the growing popularity and desire for multi-functional, versatile products, Summer Infant have launched a new 4 in 1 Superseat. Offering 360° of floor time, feeding and activity fun plus a booster in one! This floor seat will include 4 unique stages to accommodate younger children while they grow, as a positioner, activity centre, feeding seat and booster. of £44.99, the 4 in 1 Offering great value for money with a guide RRP dishwasher safe tray, able remov ss, Superseat includes a 3-point safety harne sensory toys to multiand chairs dining most to chair straps to attach it stimulate little ones’ hand/eye coordination. 1 Support Me Seat to Summer Infant will also be launching a new 3 in oner, feeding seat and positi seat a as safe and help keep little ones comfortable foam insert to help infants booster. This Support Me Seat will feature a soft a removable dishwasher with g learning to sit and an adaptable seat for feedin the booster seat will straps chair with lete safe tray ideal for weaning. Comp times. meal at in join can ones little so chairs attach to most dining July. from ble availa be will Seat Me rt Suppo 1 in 3 The Web: www.summerinfant.co.uk
On the go feeding The Pop ‘N Sit Booster Seat from Summer Infant supports on-the-go lifestyles and makes feeding time even easier with a removable, BPA-free tray and innovative pop and fold set-up. With its lightweight design, compact fold and over-the-shoulder carry bag, the Pop ‘N Sit Booster is perfect for dining on-the-go whether it be in the garden, park or beach. When baby needs a seat and place to eat, parents can easily just remove it from the carrying bag, pop and go! The Pop N’ Sit Booster is also suitable for indoor use and includes chair safety straps for use on an adult chair – so perfect when visiting friends and family or holiday homes that aren’t geared up for little people! It’s recommended for babies from 6 months up to 17kg and is available in two colours, green and pink. Web: www.summerinfant.co.uk
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Sponsored by
new!
In the foldElegance launches the Kangu Foldable Crib.
Premium baby retailer Baby Baby Elegance, who are extremely pleased with their latest addition to their product line. Designed to fold in one simple action and be moved from room to room, the Kangu Crib is a lightweight option that will aid new parents and newborns. The transparent and vented sides of the crib allow for air circulation ensuring the baby does not become overheated. These transparent sides also allow you to keep an eye on your little one while they are sleeping.
Suitable from birth up to approximately six months old, this standalone crib makes a stylish, contemporary alternative to a moses basket whilst also functioning as a travel crib. It can also be used as a bedside crib without the need to attach fixings to your bed. Suitable for overnight sleeping, the Kangu has a cosy mattress with washable cover, providing your baby with maximum support and comfort at home or when traveling. The design of the legs allows you the ability to convert the crib into a rocking crib. The bottom of the legs can be turned in order to create a gentle rocking motion of the crib. Web: www.babyelegance.co.uk
New pals from Cosatto
It’s time for Kids to show the grown-up’s whose boss and unleash their inner Roar-some with Dino Mighty and Miss Dinomite – your new prehistoric pals from Cosatto. Hatched from happiness and joy, deep within Cosatto’s Magic Mill, it’s the biggest evolutionary event since the World began. Don’t be afraid, Dino Mighty and Miss Dinomite are far from scary, they are cuddly and civilised. Grown-ups have given them a bad reputation. They may have a big toothy hood with a smile of pearly whites and a super swishy tail, but they’re your new protective pal. A must-have companion on every adventure. Time to discover your inner roar and be Dino crazy! Don’t just take our word for it…you’ve got to see it to believe it! Dino Mighty and Miss Dinomite is available on Woosh, Supa 2018 and Zoomi. Web: www.cosatto.com
Go nuts is a brand new
Simply Coconuts coconut based baby care range. Products include a premium organic coconut oil, filtered up to 10 times to ensure it’s luxuriously silky smooth on a baby’s delicate skin. 100% biodegradable baby wipes infused with organic coconut oil, with a patent pending, they’re the only wipes of their kind on the market. And to complete the range, lightly coconut scented extra thick degradable nappy bags, perfect for hiding that whiff in a jiff ! More exciting products, including a coconutty head to toe baby wash are due for release early 2019.
Tel: 020 8202 1467 Email: info@bebelephant.com www.bebelephant.com
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Now in stock
The i-Top is the brand new pram combination from Bebecar, and the first stock has just been delivered. This model went down a storm at Harrogate with lots of preorders, particularly for the Mod Grey colourway – a cool plain weave grey fabric with a beautiful anodized chassis. It’s also available in a selection of fabrics including embossed leatherettes, cool modern neutrals, and the stain-resistant Magic range. Matching group 0+ car seats and accessories are available in all colours. It can be folded freestanding, without having to bend down – a really valuable feature for a mum recovering from a c-section. Tel: 01692 408801 Email: sales@bebecar.co.uk Web: www.bebecar.co.uk
new!
Sponsored by
ack & Play Sit, Sn h sees the launch of the new 4 in 1 SuperSeat te with bi books Croco Board trick yet – Roald Dahl est clever dile’s hed is The Enormous
Recently launc TIME Roald Dahl’s books have been books for Titchy Toddlers! This is THE FIRST ng grown-ups to introduce their little adapted for the very youngest of readers – allowi birth! from ones to the world’s number one storyteller, are the first two books in a brand Roald Dahl’s 1 2 3 and Roald Dahl’s Opposites al Dahl peril, humour and BITE, new series of publishing which retain all their origin Starring The Enormous rs. toddle whilst being superbly adapted for babies and the inimitable Quentin Blake. by ated illustr res creatu s Crocodile and a cast of curiou Web: www.puffin.co.uk
This mont from Summer Infant, offering 360° of floor time, 4 feeding and activity fun plus a booster in one! The er young te moda unique stages of the product accom centre, children while they grow, as a positioner, activity er. boost and feeding seat Offering great value for money, this SuperSeat asher includes a 3-point safety harness, removable dishw chairs dining most to it attach to straps safe tray, chair eye and multi-sensory toys to stimulate little one’s hand/ coordination. Tel: 01442 505000 Web: www.summerinfant.co.uk
It’s finally here! Mutsy’s latest pram, the Mutsy Nio, is now available in stores! versatile pram, with an eye for comfort and ergonomics, as well as details. Available in eight trendy fabrics, in a colour palette that will have you yearning to spend time outside. With its lightweight frame, integrated sun canopy and robust design, the Nio makes it easy to get out and explore. Bring on the adventure!
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Web: www.mutsy.com
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retail TECHNOLOGY
Image source, Pexels.com
Creating content that kicks David Fairhurst looks at why online marketing is sometimes a confusing profession. t various times of the day I’m asked to be statistician, author, business analyst and programmer and that’s before we get started on actually putting together campaigns, dealing with copywriters and managing multiple clients through various communications systems. The phrase ‘octopus on stilts’ springs to mind if you want a visual clue as to what it’s like working in our office on the average day… Whilst it’s sometimes taxing on the brain trying to keep a successful marketing campaign going, one thing I never considered myself as being is a psychologist. It turns out however that ‘how people think’ is so ingrained in what we do as marketers it’s quite easy to ignore that what we’re actually doing is analysing people. This may mean we’ll have to order in some white lab coats and chaise longue for when things get really heavy! A blog post I read on the Moz. com Internet Marketing blog highlighted for me just how much psychology is involved in creating a successful campaign and how we all as marketers and retailers need to think about what our target audience is thinking when we try to sell products online. In this post, content marketing company Fractl showed through analysis of 300+ content campaigns what really counts to get the best engagement from online marketing campaigns. The results are not exactly surprising, but you will only realise this when you have your ‘psychology head’ on.
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David Fairhurst Head of Creative Online Marketing - Intelligent Retail
David Fairhurst Head of eCommerce, Intelligent Retail, http://www.intelligentretail.co.uk David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London
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It turns out that promotional campaign performance is directly tied to several triggers including emotional response, comparisons (which you could class as ranking or pride) and ‘pop culture references’, which could be pandering to our sense of belonging or affinity. All these emotional triggers are well recognised and known to anyone who studies psychology.
Successful content marketing campaigns can go viral and generate massive amounts of social shares on sites such as Twitter, Facebook and Google+ whilst bringing in hundreds of links to a target website.
Content Marketing Campaigns
If you don’t know what content marketing is, a simple definition would be creating online content (whether that is text, video or imagery in any format) that will both be viewed and shared. Successful content marketing campaigns can go viral and generate massive amounts of social shares on sites such as Twitter, Facebook and Google+ whilst bringing in hundreds of links to a target website. This in turn increases both direct traffic to that target website, will increase referral traffic (from all of those links) and will increase rankings in search engines for a range of keyphrases related to the content of the campaign. Content marketing can therefore be very powerful and bring in the revenue your business needs to survive if done well.
What Makes a Great Campaign From the data supplied by Fractl, it turns out that a really great content marketing campaign needs a strong mix of emotional hook, comparison and a good mix of pop culture. For an example of how this would read when related to giftware, you need look no further than the craze for ‘keep calm’ paraphernalia a few years ago. This had oodles of emotional hook, there was massive competition to see how products could ‘out-do’ each other on the ‘keep calm’ front and there’s definitely a big mix of pop culture in there as well. Campaigns like this can take on a life of their own and be self-promoting – after a while it’s the people you are selling to who do the promotion for you, which in marketing terms is nirvana!
Thinking About Your Campaigns Now that you know what makes a great content marketing campaign, think how you can create one for yourself. Find products in your online store which will promote an emotional response. If you can also find products which also appeal to popular culture you are already over half way there to having a great subject for a content marketing campaign! If you want inspiration, then consider that trading verticals which traditionally sell well include video gaming, equestrian, angling, shooting, motorsports and other participation sports. If you can therefore find gifts which appeal to people who participate in these sports and pastimes then you are probably onto a winner. Remember, if all else fails then controversy will usually get you the viral response you need to sell – everyone loves a bit of scandal!
Be part of the bigger picture ...
24 - 26 March 2019
Harrogate Convention Centre, North Yorkshire
The UK’s only baby trade show www.nurseryfair.com Tel: 01902 880906 / 882280 Email: adrian@nurseryfair.com HINF 2019 ADVERT NT - DRAFT.indd 1
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BPA notice board Rounding up the year The Baby Products Association’s Annual General Meeting was held in London at the end of June hosted by chair Luke Burns who reported on the Association’s activities for the last year including the appointment of new executive committee members. European Commission, it coordinates a number of Joint Market Surveillance Actions where samples of a Luke paid tribute to Andrew Ratcliffe of Dorel who has particular product are purchased throughout Europe and served tirelessly on the Association’s committee for many tested to the relevant safety standard. The results are years, formally as chairperson and subsequently as published in PROSAFE’s report and this is submitted to treasurer. Andrew has now stepped down handing the the relevant authority depending on where the product role of treasurer over to Rachelle Harel of RHSM was manufactured/imported. This has resulted in a Group. number of RAPEX listings and recalls/withdrawal from Following Daniel Lucas’ resignation from the market. As a stakeholder, the ENPC is consulted ahead Committee Andy Crane of BabyStyle UK was appointed of testing and provided with the report ahead of as vice-chair at the meeting and together with Rachelle publication. This allows it to work with its member Harel, Luke Burns and managing director Robert Associations, providing liaison between PROSAFE and Anslow, will continue to serve the board until 2021. the affected company. The Baby Products Association Members of the Association’s Executive Committee takes all measures to ensure that its member’s products serve for a term of three years and two new members comply with the relevant safety standards/Regulations were appointed in 2017 Grainne Kelly of Bubblebum and provides support when an issue arises.International UK and Kris Hallee of Newell Brands/Graco. However, tradingLuke also detailed the Association’s UK Pavilions Kris has since stepped down from the position and at international trade shows, particularly its success at following a members’ vote two new appointments were Kind und Jugend in Cologne, Germany at which it hosts made – Helen Robinson of Diono and Jason Curtis of the single largest allocation of space at the show. In 2017, Mamas & Papas. 71 Association members participated in the UK Pavilion The Association’s Technical committee continues its and 52 of these secured Department of International work reviewing the progress of standards in development Trade (DIT) grants. The Association also hosted its UK by BSI, CEN and ISO and membership of this Pavilion at CBME in Shanghai with seven participants, committee remains strong with 16 individuals. Three again the majority of these received DIT funding. new members of the committee were welcomed in 2017 The Association has, in the past, hosted UK Pavilions – Anthony Butters of BabyStyle UK Ltd, Stephen at the US show ABC Kids Expo but made the decision Redfern of Cosatto Ltd and Frances Andrews of to put this on hold for 2017. This was due to lack of Tee-Zed Products Ltd. In addition, two new members confidence by members following the introduction of a were welcomed at the 2018 AGM – Sean Tisdall of rival US trade show introduced by the US trade Cosatto Ltd and Julie Pentney of Turner Bianca PLC. association the Juvenile Products Manufacturers Association (JPMA). The Association hopes to offer a UK Pavilion in the US again at some point in the future providing members with access to all global markets. Luke explained the important work of the Baby Products Association over the last year including its role as founding member of the European Nursery Products Confederation (ENPC) of which Robert Anslow is Harrogate International Nursery Fair continues to play president. This organisation, which comprises trade an important role for the Association hosting its annual associations similar to the Baby Products Association Baby and Nursery Trade Awards (BANTAs) which throughout Europe, continues standardisation and attracted 110 entries across eight categories in 2017. The regulatory work at European level. show is also the platform for the Concept & Innovation The ENPC is also a stakeholder of PROSAFE; a Awards and its annual Seminar Programme presenting a non-profit professional organisation for market range of pertinent industry topics. Among numerous surveillance authorities and officers from throughout the other benefits, Association members receive a generous EEA (European Economic Area). Funded by the discount to exhibit at Harrogate.
Committee update
Robert Anslow M anaging Director If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.
www.thebpa.eu
Work in Europe
Closer to home
Fact finding
The AGM once again provided a great opportunity for finding out the latest industry information and this year was no exception with Sara Ludlam of law firm 3Volution giving an update on the new GDPR Regulation. This topic has been rife throughout every industry over the last six months and Sara explained that compliance may not be as complicated as once thought and she explained the most important points to consider. Gordon Maddan of the Office for Product Safety and Standards also gave a talk about the development of the PAS 7100: 2018 Code of Practice on consumer product safety related recalls and corrective actions including the roll out to Local and Primary Authorities. The AGM concluded with drinks and networking – and was a welcomed opportunity for the Association’s team to meet up with members both old and new. For more information about joining the Baby Products Association and reaping the numerous benefits of becoming a member, visit the website at www.thebpa.eu or contact Julie Milne – julie@b-p-a.org or call 0845 456 9570.
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Buyersdirectory Coordinated Bedding
Textiles
Ambassador Textiles are a major supplier to the Nursery manufacturing industry, we stock an extensive range of top quality Baby Care fabrics in popular pastel colours:-
Baby Clothes • Caroline Jane International ltd • Dandelion baby clothing • Spanish design pastel babywear • Designed in the UK • Manufactured in Portugal. • Garments essential for all seasons • Made from 100% Cotton and gorgeous Knitwear.
Telephone: 01908-690726 / 01455-844469 Email: sales@dandelionclothing.co.uk Website: www.dandelionclothing.co.uk
• Soft & Cuddly – Velboa, Dimple, Stars and Coral Fleece Circles • Cotton Waffle & Cotton Interlock • Moisture Absorbing – Bamboo Towelling & Woven Towelling • Lightweight & Pretty – Dobby Spot Polycotton & Brodierie Anglaise • Warm & versatile – Anti Pil Fleece Our Anti Pil fleece range has over 50 colours and 20 prints which can be made to order into Fleece Blankets in Cot, Pram and Picnic Blanket size (minimums apply) Visit our website to view the full range at www.ambassador-textiles.co.uk Or contact our experienced helpful team on 0161 624 4167 info@ambassador-textiles.co.uk
Wholesale
Reserve this advertisement space now in the UK’s only monthly nursery trade magazine, features as follows: August issue – copy deadline 20th July
Feeding Equipment & Accessories Baby Gifts – Plush/Christening/Special Occasions/Keepsakes/Christmas Gifts Baby Carriers and Slings Mums of the Run
September issue – copy deadline 17th August Monitors Travel Systems Kind Und Jugend preview Logistics
Call Christine on 01442 289936 or email christine@lemapublishing.co.uk for more information.
The only complete indoor solution from birth until 2 years
Adjustable backrest Adjustable height
CRIB for sleepy breaks
RECLINER FROM BIRTH with electronic toybar to entertain the baby
For more information, please contact our Head Office on 02089536627 or visit www.chicco.co.uk
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HIGHCHAIR for the first meals at the table
Facebook: /chiccocompanyuk
FIRST CHAIR from 6 months to relax
YouTube: /chicco
23/08/2017 09:22