Nursery Today July 2020 by Lema Publishing

JULY 2020 ISSUE 8 VOLUME 23

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contents

JULY 2020 ISSUE 8 VOLUME 23

Re g ul a r s

the team Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Contributors

6 News r Profile 12 Retaile Shop 14 Talking ducts 35 New Pro r Snapshot 36 Supplie y Products 58 The Bab n Associatio

Ad Manager Simon Davis simon@lemapublishing.co.uk

Sales Assistant

p20

Marian McNamara marian@lemapublishing.co.uk

Production Director

Barking Mad

Pramland’s John Barker takes a view on the positives during lockdown and the road ahead for nursery independents.

Ross Hewitt

This month Ross looks at retail and the impact of Covid-19 and the UK lockdown.

Parents Insights

Jenny Kieras asks ‘What are the aﬀects of Coronavirus on your future plans’?

Car Seats & Accessories

Car Seats Retailer Profile: Online4Baby

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Bottles & Sterilisers

Sleep Time

Cover Story

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Advertorial p10

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

How has COVID-19 shaped mums’ buying habits and behaviours? FanFinders provide some insight.

Features

Paul Naish paul@lemapublishing.co.uk

Robert Thomas robert@lemapublishing.co.uk

FanFinders

p18

www.nurserytoday.co.uk

p32 Advertorial p18

p36

p40 p50

p36

Tiny Love

Introducing Tiny Love’s new cute innovative toys - Wonder Buddies.

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

irstly welcome to the July issue. So much has happened during the course of the last three months. In December 2019 news broke of a virus in Wuhan China, followed by The World Health Organisation declaring a Public Health Emergency of International Concern at the end of January. What followed next surprised everyone. A global pandemic. The UK and many other countries went into Lockdown, with the UK government imposing lockdown on the evening of the 23rd March. That was the day it all changed. Doors to shops closed, including Nursery stores. However, what a resilient bunch you all are! Suppliers managed to sort stock issues, retailers turned to online and social media and the industry somehow kept the wheels of business in motion. One things for sure, the nursery industry demonstrated how everyone pulls together in the face of diversity, finds creative ways via websites and social media to keep communication flowing and importantly, react quickly and efficiently to situations as they presented themselves, problem solved and carried on. In June we saw the easing of Lockdown with stores able to reopen under safety compliance guidelines. From what I’m hearing the last three months may actually have brought some positives. Online sales saw an increase in activity during lockdown prior to stores re-opening and many nursery independent retailers were reporting a more positive approach to business via appointment only systems being put in place. As John Barker says in his article this month “Opening the doors in the morning knowing you’ve got a full day of appointments with the potential to take some good orders is fantastic.” An area of our industry however that has definitely been highlighted during the lockdown period is that nursery stores aren’t considered as an industry as ’essential’. How can this be when car seats, as an example, are

a legal requirement. Helen Hickman of Bumpstart Baby is just as surprised by this and as she states in our Retailer Profile this month: “I was also deeply disappointed that we nursery retailers were classified as a “non-essential” business. I did double check with both my local MP and Bucks Health & Safety Executive, who both confirmed that I was a non-essential retailer. I feel that this was extremely short sighted, particularly when a car seat is a legal requirement, and babies need something to sleep in and a pram or pushchair when their parents need to exercise. “It is ridiculous that one could go and buy a lamp or rug in a hardware shop, but not a car seat or pushchair.” Perhaps now is the time for the nursery independents to join hands and lobby against this government decision (prevention is better than cure should we find ourselves again in the face of diversity caused by further global pandemics)? At the time of writing this page, for example, Leicester has been placed into lockdown with all shops again having to close their doors. You can read our interview with Helen by turning to page 12. However, all that said pregnant women were listed among those who should be ‘shielding’ during lockdown and the pandemic, which would make sense as to the government decision to not include nursery retailers as essential. Something that I do find worrying however, and of course is totally understandable given the number of families effected financially with many being furloughed, is the level of consumers via various platforms selling second hand nursery goods.

While this isn’t a problem what is of concern is that you can find a number of second hand car seats among these listed items, which we all know is a total no, no. Our mini survey from FanFinders this month illustrates that nearly 15 percent of respondents who completed the survey bought a second hand car seat - this is of course 15 percent too many in my mind. Should we be doing more to highlight the potential dangers of buying second hand car seats advertised online? To read more, turn to our car seat feature, starting on page 20, where you will also find a great selection of car seats ranging across the various groups and are available to order now. We also interview Christy Foster from Online4Baby to gain her thoughts on this product category (page 32). You may have noticed that our cover hero this month is Tiny Love - welcome to the world of Wonder Buddies! These cute new innovative toys which feature smart sensors offer toddlers age one and above an exciting interactive playmate. You can check out this new product launch by simply turning to page 10. On a final note, Can I congratulate everyone within our industry, especially the independent retailers who really have demonstrated, once again, that they are the backbone of our sector and without them, the nursery industry could, simply put, fall apart.

nursery today

news Sponsored by

Best of British Babymore are delighted to announce that they have been awarded “Best British Nursery Brand 2020” in the prestigious 2020 UK Enterprise Awards hosted by SME News. The UK Enterprise Awards are based on merit and there must be evidence of extensive expertise and skills, dedication to customer service and client satisfaction with an on-going commitment to excellence and innovation demonstrated by the nominated business. To quote SME News, “Babymore, like all of our victors, has demonstrated excellence, commitment, dedication even in the face of uncertainty. For this, we humbly commend you!” Web: www.babymore.co.uk

Mary Meyer and Kids2 Collaborate Mary Meyer Stuﬀed Toys has created a new line in collaboration with Kids2 called Baby Einstein First Discoveries. These toys focus on bringing all of baby’s senses into playtime. This new line is following a trend toward active and imaginative toys that engage all of baby’s senses and nurture mother-baby bonds by encouraging shared play. The new line brings the best of both companies together to create a gift-worthy boutique that marries form and function. “Play is joy and play is comfort,” says Linda Colson, VP of sales at Mary Meyer, “We live in complex times and children are incredibly sensitive to stress. Now more than ever, the simple gift of joy and comfort has such meaning.” The toys provide a new take on four of Baby Einstein’s most iconic and beloved characters—Cal the Caterpillar, Neptune the Sea Turtle, Tinker the Tiger, and Zen the Zebra. Crinkle teethers, blankets, activity balls, and hand puppets all give baby lots to discover, as well as giving mom plenty to point to and talk about, all wrapped in the softest, warmest fabrics available. Included with each toy is a special hangtag that provides moms with tips on how to engage with the baby using the toy. “Baby Einstein has always been synonymous with young curiosity and this partnership blends Mary Meyer’s lush materials and innovative designs with Baby Einstein’s characters and inherent inquisitiveness,” said Karen Neblett, Executive Vice President Business Strategy and Development.” Web: www.marymeyer.com

Exclusive to Baby Brands Direct Independent trade account holders at Baby Brands Direct can now access another 3 exclusive brands on the portal: Infantino, Medela and We Made Me. Each brand oﬀers its own unique category of products for retailers to select and range build from. Infantino’s exceptional value for money covers practical lines including teethers, activity toys, gyms and baby carriers. Medela is the UK’s number one brand in breastfeeding and contributes maternity and nursing wear, breastfeeding support, breast pumps, breast milk management and feeding. We Made Me has been accredited with multiple awards for its stylish, multiple styles of baby carriers. The Tommee Tippee range has also been expanded to include the latest range of Grobags, breast pumps, bath toys, soothers, cups and more! In addition, new collections from Playmobil are available including take along sets giving a selection of over 70 lines. A range of UV sterilisers and wipes are just in from Munchkin as well as travel safety, bathroom aids and feeding essential lines.

nursery today

Toynamics, a leading European toy distributor, have announced its appointment as exclusive distributor of Skip Hop branded products in the UK, Germany, Ireland, and Austria eﬀective September 2020. “We’re excited to partner with Toynamics to continue our growth in Europe and bring Skip Hop products to even more families,” said Andrew Knight, Vice President of International at Skip Hop. Dennis Gies, CEO of Toynamics Europe GmbH, said “Skip Hop is the perfect brand for Toynamics, completing our product range with its very special baby assortment – high quality products with innovative components and a high-class design approach. We are more than happy to welcome Skip Hop within the Toynamics brand family.” www.toynamics.com

Web: www.babybrandsdirect.co.uk

Rockit wins 3 awards in a week! The team at Rockit HQ have been celebrating this week (in a socially distanced fashion) as they picked up 3 awards. Their Rockit stroller rocker won platinum at the loved by Parents Awards for Best Sleep Aid and Best Pushchair accessory. They also entered their new product ‘Zed’ into the inaugural Nursery Online Trade Awards and won gold for Best Accessory. Matt Dyson (Rockit CEO) concludes, “The 2 sets of awards are very diﬀerent, with one voted by consumers and the other by industry experts. To be recognised in both is really exciting and is testament to the hard work of the team.” Tel: +44 (0) 7588 717000 Web: www.rockitrocker.com

Toynamics exclusive distributor of Skip Hop

Maxi-Cosi scores top marks Web: www.maxi-cosi.co.uk

Nattou introduce two new lines In true Nattou style the brand have launched not one, but TWO new lines. Available exclusively from Hippychick Iris the Koala & Lali the Dog, as well as Tim the Horse and Tiloo the Wolf are here ready to be taken to their new homes. Iris & Lali feature lovely muted and warming pink tones whilst Tim & Tiloo are an array of cool blues and greys meaning there is something for everyone. Web: www.hippychick.com

Mother & Baby cease print issues Mother & Baby’s publisher Bauer Media has regrettably taken the decision to cease publishing Mother & Baby in a printed and downloadable digital edition format.  The last publication will be the August 20 issue, on sale on the 8th July 2020. The Mother & Baby brand will remain committed to serving their readers with the trusted and engaging content to help parents online at www.motherandbaby.co.uk,

Extension to your Sales team

Demonstrators at Baby Shows

Despite the global lockdown, there’s good news from Maxi-Cosi as they announce the results of the recent Stiftung Warentest bi-annual research session. In the results published for May 2020, Maxi-Cosi performed fantastically across three seats from the brand’s extensive range. Rating amongst the highest performers in the test was the revolutionary Maxi-Cosi Coral, which was awarded four stars when used both belted and with the Maxi-Cosi FamilyFix³ Base. This is just the second time that StiWa has tested the Group 0+/1/2/3 car seat category, and the team at Dorel Juvenile is extremely proud of this milestone. Marketing Manager of Maxi-Cosi in the UK and Ireland, Debbie Wakefield said: “To have received such an accolade in an international testing foundation is testament to the design and in-house testing of our car seat line at Maxi-Cosi. Each of our car seats is tested above and beyond the regulated requirements before it goes to market. These results confirm why we are a market leader in all areas of children’s travel. We are excited to see how Coral will revolutionise the infant carrier market and look forward to more great things throughout 2020.”

Retailer Events

Store Staff Training

Quality Sales people with years of Nursery experience… …only when you need them. Find out more & contact us:

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nursery today

news Changing times Paul Sirett takes a look at car seats and current opportunities Recent events are bringing changes and that means opportunities. There are clearly a number of major shifts that will impact the car seat market. Three accelerating consumer trends within the car seat category include:

Support for Brands who are kind to the environment. Lock-downs across the World have clearly illustrated for the first time ever the damage we are doing to our planet. Greener supply chains through to car seat recycling is set to become essential for car seats to be accepted by the public. Manufacturers and retailers will need to demonstrate to consumers how they are preventing car seats ending up in land-fill.

Seeking even greater ‘value’ from purchases.

Expanding nest Little Chick London – a small, but growing UK company with a range of aesthetically pleasing, cleverly designed nursery accessories with a focus on comfort for mum and her growing family – is delighted to welcome Helen Morley to its team. Helen is a well-known face in the nursery industry having worked originally as a retailer before ‘jumping the fence’ to support a number of baby goods companies. Her many years’ experience spans not only the nursery industry but also gift, garden centre and children’s wear channels. Rachelle Harel of the company explains: “I am very excited that Helen is joining the Little Chick London team to help us with bringing on board more national accounts and supporting and growing our presence in independent retailers.” Web: www.littlechick.london

Swedish innovation with Axkid Just in time for the summer to arrive, Axkid launches a new type of ISOfix car seat that holds the highest safety standard, weighs approximately 30% less than other ISOfix car seats and oﬀers unsurpassed comfort, legroom and recline. Axkid ONE is the first and only i-Size car seat on the market allowing rear-facing travel up to 125 cm/23 kg (approx. 7 years of age). Swedish innovation and design raise car seat standards. www.axkid.com/uk

Purﬂo Team Up With Baby Sleep Expert

With consumer confidence at such a low-ebb and the economy set to be so weak for a number of years ahead, consumers will be looking for value more than ever. This can bring the unique dangers within car seats around the use of 2nd-hand seats. Value can of course be about price, but also as in any market there will be consumers looking for greater value through unique features. After a few years of me-too products it has been encouraging to see a couple of smaller manufacturers really innovating with new features... and launching through lock-down!

COVID-19 has meant more parents have had to stay at home with their babies, including longer paternity leave for fathers. Purflo’s partnership with sleep expert Jo Tantum has gained fabulous momentum, proving particularly helpful to new parents during lockdown. To help ease the strain of life with a baby in lockdown, Purflo and Jo have created YouTube videos and hosted Facebook lives on Dadsnet offering essential advice. Dadsnet is a leading resource for new dads and provides the perfect platform for Purflo and Jo Tantum to connect with dads. Keep your eyes peeled for more useful advice and guidance from Purflo and Jo Tantum for parents of children of all ages.

Searching for good advice.

Email: hello@purﬂo.com

There has also clearly been growth in online sales across many markets over recent months albeit perhaps dampened for car seats by the reduction in car travel over the period. It is clear and encouraging from the queues outside retailers as lock-down eases, that we do still like to shop in stores! However people buy they will expect the highest standards of advice when choosing a car seat. This will demand more quality training of staﬀ - be they in stores or call centres - and presents a great opportunity for retailers to stand-out.

To discuss call: 07810 541 149 Email paul.sirett@gmail.com WEB: www.sellingsolutionsuk.com Image source pexels.com

Sponsored by

nursery today

New Summer range Kiddimoto is well known for its balance bikes, bells, gloves and helmets with fashionable and coordinating graphics. The new 2020 Summer range of super cool helmets will be available for retailers to stock just in time for the Summer season. The new graphics include Unicorns, Llamas, Comic, Paws, Flowers, and Love Hearts. All matching accessories available. Great display options and handsome margins. For more information, call or email: 01749 871175 simon@kiddimoto.co.uk

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retail

BUMPSTART BABYSHOP

Bumpstart back to business This month we chat with Helen Hickman, owner of Bumpstart Babyshop and discuss the impact of lockdown, challenges that arose and business moving forward. Firstly how are you and the team? We are fine and well, and glad to be back working in our new “normal” environment. None of us have had Covid19 yet, which I guess is good news!

Did you manage to continue trading during lockdown while not being able to open your doors? I managed to trade on my own during lockdown with the help of one of my team who worked from home. Everyone else was put on furlough. We were able to take orders by phone, through our website and did WhatsApp and FaceTime consultations. We also operated a phone service 5 days per week between 10am and 4pm. We were able to operate a collection service by appointment. Customers were not able to access the shop, but they were able to park in our farmyard and I brought the goods out to their cars. Katie concentrated on putting a wider selection of products onto our website and coordinated the consultations and phone calls.

My biggest challenge was the two of us doing everything that a team of 5 usually does. We still had deliveries at the shop and, believe me, checking a 40 plus box delivery on your own and putting it away is not much fun. I found working on my own isolatary and lonely and I missed my team’s camaraderie and humour. I also got very tired.

Have you utilised social media during nursery today

We have utilised our social media as best we can, putting posts on daily (when we had something positive to share). It helped us keep our shop in customers’ minds, and to remind them that we were still working. We tried to do it with humour and some of the items sent to us fromour lovely suppliers as goods for giveaway competitions. We also used Facebook ads to advertise our reopening and to invite everyone to make appointments to see us. This worked extremely well.

O u r customer seysehem ave to like th at tho st to th e sh op al m ll th e th em se lves . Ae b een customer s h av d in g very un der stan e are ab out w h at w th e do in g h ere at e h ave moment, an d w in n o p lan s to c htuanrege. th e n ea r fu

What would you say was your largest challenge during this time?

lockdown, how important has this been for you?

Have you successfully re-opened your doors to customers?

We have reopened but on a strict “by appointment” basis, and it is working brilliantly. We made this decision as the shop is long and narrow, so it would have been impossible to implement a one way system, and because our customers don’t really come here to browse. They all want our time to go through the travel systems, car seat and furniture that we sell. We are a destination store. We don’t have shop hours as such at the moment, but are working according to when customers want appointments. We are working Tuesdays to Saturdays (late three nights a week) as well as Sundays. Our customers seem to like that they have the shop almost to themselves. All the customers have been very understanding about what we are doing here at the moment, and we have no plans to change in the near future.

”

How clear have you found government guidelines and advice so far given to enable you to safely open your doors?

I frankly have been bemused by Government Advice and lack of guidelines. I was also deeply disappointed that we nursery retailers were classified as a “non-essential” business. I did double check with both my local MP and Bucks Health & Safety Executive, who both confirmed that I was a non-essential retailer. I feel that this was extremely short sighted, particularly when a car seat is a legal requirement, and babies need something to sleep in and a pram or pushchair when their parents need to exercise. It is ridiculous that one could go and buy a lamp or rug in a hardware shop, but not a car seat or pushchair. I was fortunate to have an online shop, many of my fellow retailers do not. It would be great if the Nursery Industry could approach the Government as a collective and get the nonessential label removed, particularly if there is a second spike of Coronavirus in the Autumn, and we have to go into lockdown again. I have spent a fortune on signage and PPE for my staff. It’s frustrating that I have now got to spend more money changing all the signage re social distancing from 2m to 1m after only two weeks.

Do you feel you may have any stock issues over the coming months? I am concerned about stock issues over the coming months. I guess that delays are gong to be inevitable due to border controls and staff shortages, because many still seem to be

furloughed. I have tried to forecast and order stock based on last year’s figures. We are also encouraging our customers to order their requirements in plenty of time, to give us time to get their orders here. We are fortunate that we have plenty of storage here on the farm, so we can accommodate this. We have tried to work closely with our suppliers where we can to forecast stock issues. Some are much better than others! There are one or two where I would have more luck gazing into a crystal ball to find out when we are likely to get our stock. It is very frustrating, particularly when part of a customer’s pram order arrives without the hoods or body, with no idea as to when the rest of it will arrive. It Mucks up the cash flow too and takes up valuable storage space too, as well as making the customer cross. You know who you are!

Have you received strong support by the brands that you stock?

We have had very strong support from most of our suppliers, despite many of our lovely account managers being put on furlough. Many of them have also been operating with a skeleton staff and from home. A big shout out and a huge thank you to all of you. You have been fantastic, helpful and full of good humour too, in the completely surreal scenario that we have found ourselves in over the last three months.

deliver if required. All in all we are extremely busy.

What has been the biggest hurdle for you with regard to re-opening?

The biggest hurdle for me with regard to reopening was worrying about whether the appointment system would work and whether we would have loads of customers turning up without appointments and then getting cross. I was also really concerned as to how we would manage getting everything cleaned between appointments. My staff have been brilliant, they have risen to the challenges and we have managed to cover our longer working hours by team members staggering their arrival and finishing times. I am working longer hours, but hope it will be for the short term. So far, it has been manageable, but I wonder how long customers will be prepared to wait for an appointment. We are now booking into August. Our customers have been really appreciative of what we are doing here at the moment and over 90% of appointments have ordered straightaway. Our online business has increased significantly too. We have had issues with some customers wanting price matches, but that is normal. I did have one customer pushing for a big discount, but he did go quiet when I told him that as I had not had a salary for the last three months, I wasn’t able to offer him a discount. He actually apologised for asking! I think that customers will still shop in-store. Having a baby is such a precious thing, and parents to be want to be able to choose in person what they want to buy for their little one.

How are you managing customers visiting your store, what have you altered to assist with the safety of your Finally, what do you feel the customers and your staff? future will hold for Bumpstart We are operating by appointment only in-store. We wear masks and gloves and we Baby? Do you have any plans on the horizon you would like request that our customers wear masks when they come into store. We have hand to share with Nursery Today sanitiser at the till area and at the two readers? appointment areas we have made in the shop. We have two metre signs EVERYWHERE. The customer (no more than 2 per appointment) are taken to one of the appointment areas and seated. We then bring what they want to look at to them, offering them a sort of personal shopping experience. We are not fitting car seats in customers’ cars at the moment, but will show them how to fit them into a car, using a rig in the shop. We will also provide YouTube demos, where we can. Each appointment can last up to one and a half hours, depending on what the customer wants to look at. We send the customer a questionnaire when they book an appointment, which they have to fill in and return to us, so that we have an idea as to what they want Demo’d. It also has baby’s due date, where applicable on it, and their names and addresses for follow up. We are still operating a collection by appointment service (part of the yard has been altered and renovated to accommodate this service) and we will also

I think we will be okay, as what we offer is so different from other Nursery shops in the Milton Keynes area, none of whom are independently owned as we are. For the future, I’m sure that online sales will continue to grow, and we will put more work and emphasis into that side of our business to run alongside our in-store sales. Sadly it is inevitable that many shops will disappear due to high rents and overheads (we are fortunate that we don’t have either of those to worry about). That has already started to happen in MK and the collapse of INTU won’t help either. Sadly Coronavirus has accelerated the rot that had already set in to the High Streets throughout the UK. I was hoping to take more of a back seat in 2020 and hand over the running of the shop to my hardworking and steadfast team (so that I could be a hands on granny to my new grandson Oscar). That hasn’t happened and I am busier than ever. Hopefully I will be able to do that soon, once we have all adjusted to the “New Norm”. nursery today 13

talking shop We catch up with independent nursery retailers to find out how they coped during lockdown and business moving forward.

Annette Owles-Bryan ANNETTE’S PRAM SHOP

How is everything with you and the team? Everything is lovely here. During such difficult times we are happy to announce that we have recruited a new team member, which will add strength to our team and our level of customer service/experience in-store. We are settling into our new appointment systems, which is working exceptionally well for us.During lockdown what has been your largest challenge? Keeping away from the fridge has perhaps been the hardest challenge! The largest are for us was talking to suppliers as many were running on skeleton staff and also working from home. However, that said, all of our suppliers have been fantastic and helpful. It’s strange running your business while in your PJ’s! Although we had to shut our doors, deliveries have been smooth, with many arriving directly to my home or being sent direct to our customers by the supplies. We found social media and our Facebook page an absolute lifeline, and coupled with the shop telephone being directed to my mobile, it was amazing how successful we were during the lockdown period. How are you currently operating? We are currently operating a one-to-one appointment system - which I have to say is proving incredibly positive for us and we may consider keeping this system. We’ve decided to remove all pick up lines from our shop floor and concentrate on core products lines, for example, prams, and larger nursery equipment coupled with products that can be used for up-selling when we are showcasing these ranges. This is working really well for us and we are converting a high percentage of these appointments into sales. One thing is for sure, we have found that through this new system we are more in control of our business which is creating a less stressful working day and in turn, I’m not such an ogre! Finally, do you have any advice you could offer your fellow independent retailers? Keep smiling. There’s always light at the end of the tunnel. Congratulations to everyone who has made it through thus far.

Sue Dronﬁeld THE BABY BARN

How is everything with you and the team? All very positive, our appointment system is working well and customers are placing orders, so happy days! My staff were a little apprehensive at first - 3 months off is a long time and they were worried about how much they may have forgotten. I did a couple of staff training days prior to opening and they are pretty much back up to full speed! During lockdown what has been your largest challenge? I would say remaining sane and staying awake! It has been a long 3 months however, we were lucky to have collections on forward orders and worked hard on promoting any lockdown offers and promoting new products on our website and social media. Did you manage to operate prior to your store re-opening? Yes we did - as I had quite a few customers desperate to collect orders and also took orders over the telephone too. We offered live videos and replied to an enormous amount of emails - conversion rate was quite high as I think we were the only ones in our area who answered the telephone! How are you currently operating? We are back to our normal opening hours by appointment only - plus I am also doing a few evening appointments too. We now have three staff in and have arranged designated demonstration areas - this seems to be working well and I think we may carry this on in the future rather than have the customer follow us around the store. Finally, do you have any advice you could offer your fellow independent retailers? Stay positive, use this opportunity to access your business operation whether it be operating hours, staffing, training and most importantly products. Talk to other retailers, we all have our ups and downs and we should be supporting each other during this difficult time. I would like to say a huge thank you to the NSG and AINR Groups - who have been a tremendous support socially and for stock requests. Going forward I am sure we will have lots to look forward to as I am hoping we will have a baby boom in 2021! 14

nursery today

Sara Hubbard

WHITES FARM BABY BARN How is everything with you and the team? It has been stressful and quite challenging having the store closed throughout lockdown and also reopening in the last couple of weeks. For the most part our customers have been understanding and easy to work with during this difficult time. We are adjusting okay, and are thankful that we have our health and our family and friends are safe and well. Did you manage to operate prior to your store re-opening? Luckily, thanks to our platforms on Instagram and Facebook we were able to keep in regular contact with customers to organise payments and collections, as well as virtual consultations and new orders. We were still able to make sales through these channels and of course over the phone, which we think overall made the transition to opening the doors again a little easier. How are you currently operating? We are operating on a full time appointment only basis. With only 2 members of staff on our team we discussed the option of opening fully and normally a few days in the week, but we do not have the manpower to police an orderly socially distanced queue outside, as well as the facility to make sure people are socially distancing, using hand sanitiser, and wiping down products in-between demos. As you can imagine choosing a pram takes longer than 5 minutes, so by having the store closed to the public and with designated appointment slots, people can make the most of their time here. Finally, do you have any advice you could offer your fellow independent retailers? If you are running an appointment only service (or actually if you’re just open normally) be kind to yourselves and your staff. We tried to fit as many people as we could in to our first week of reopening (social distancing in place obviously) but found ourselves getting to the store for an 8am appointment and not walking through our own front doors until 8pm. Customers may be chewing your ear off for appointments as soon as physically impossible but it’s important to keep a semblance of normality and your usual working day. Overworking yourself to the point of exhaustion and panic (with lots of uncertainty about Covid-19 still around) will never be worth an extra couple of sales in the till.

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Consumer insights:

FANFINDERS

Mums & Moms

insights from the pandemic How has COVID-19 shaped mums’ buying habits and behaviours? FanFinders provide some insight.

The lowdown

With over a third of mums in both the UK (35%) and U.S. (33%) making between 4 - 7 online purchases over the past month, where they’ve been shopping makes for quite the contrast. Sure, Amazon may still be the dominant destination, garnering 58% and 73% of mums in the respective countries, but mums in the UK have been devoting more of their spend to smaller high-street retailers (28%) and local independents (13%). Meanwhile, U.S. mums are 71% more likely to purchase products from somewhere like Facebook than their UK counterparts. Whether these trends are indicative of the longer term picture or the result of current circumstances is still to be determined. After all, more than a quarter of mums in both countries said that they would buy from an unfamiliar brand during this uncertain period. As far as what makes mums buy, it’s familiar ground - 75% in both countries rated price/value as the most important factor, while recommendations (49% of UK mums) and online reviews (53% of U.S. mums) were the biggest inﬂuences. More interesting is the ranking of priority purchases during this time. In a market that has seen huge

nursery today

investment in children’s streaming services and platforms over recent years, U.S. mums ranked toys as more important than TV/entertainment; and a whole third of U.S. mums admitted to buying more toys during this period. U.S. mums are also signiﬁcantly more likely to buy ‘gender-speciﬁc’ toys and clothing for their babies. In the UK, over 35% of mums have been buying unisex/gender neutral items.

“

Sure, Amazon may still be the dominant destination, garnering 58% and 73% of mums in the respective countries, but mums in the UK have been devoting more of their spend to smaller highstreet retailers (28%) and local independents (13%).

Going digital

“

etween May and June, FanFinders surveyed over 7,000 mums in the Your Baby Club UK and Your Baby Club US networks. Devised as a way to support our industry, they wanted to learn more about mums’ changing lives, behaviours and buying habits since the pandemic started, comparing perspectives in the UK and the United States. Given the well-documented spike in e-commerce and buzz around using direct-to-consumer channels over the past few months, a lot of the survey data came back with expected trends. But it also revealed a few surprises.

Mums haven’t just been forced into the digital realm to make purchases, it has been an ally in the most important battle of all: keeping their little ones occupied during lengthy lockdown days. While over 50% of mums in the UK and over 65% in the U.S. have been playing games as family, streaming through the likes of Netﬂix and YouTube has been popular with mums in both locations.

Digital has been the star when it comes to replicating classroom learning too. Almost 2/3 of mums in the U.S. have used learning games, quizzes, tests, videos for teaching and over 40% of UK mums have followed suit. When looking for support and information on COVID-19, digital platforms have again been in focus. Brand websites featured heavily in UK responses, while across the Atlantic, personalised app experiences and a large number of social platforms have been key sources during lockdown. “While our survey results show lots of similarities in the habits of mums during the pandemic, there has been a divide in how the industry has reacted in the UK and U.S.,” says Adam Gillett, CCO at FanFinders. “We’ve seen a lot of companies in the U.S. looking to evaluate their

marketing efficiencies, analysing where they can drive more sales and scaling up programmes. “A few consumer companies have even diversified and moved into other sectors, focussing on promoting apps and driving engagement towards their direct-to-consumer channels or content. Whereas initially, at least, some companies in the UK were content to rely on the traditional website and club sign-ups route. “The situation now is that some brands have seen uplifts of over 300% in their e-commerce sales and the challenge is how to maintain that growth as things return to some definition of ‘normal’. “No-one can say with certainty what the best approach is for every company in the market, but as far as using customer data to drive sales, an in-depth and proactive approach is always better.”

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

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very good (1.5)

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silvercrossbaby.com

focus CAR SEATS & ACCESSORIES Image courtesy of Nuna

Back seat drivers Car seats continue to be an evolving category, and with the current pandemic and lockdown in the UK and Ireland we take a look at whether we have seen any significant changes that may have had an impact on this product category.

ar seats are required by law, however during the first couple of months of the UK’s lockdown restrictions on travelling by car were in place. With this now having been lifted this is a category that will continue to reflect growth and consumers are turning their attention back to this category to ensure their children are travelling safely and correctly. However, there are also many danger signals that appear to have emerged - the volume of second hand car seats that have appeared online. We asked Dorel’s UK & Ireland Marketing Manager, Debbie Wakefield for her thoughts and what type of message Maxi-Cosi are currently sending out to the consumer to highlight this. “A lot of first-time parents will be unaware of the dangers of buying a second-hand car seat, so it is our responsibility as a market leader in child travel safety to educate them. “At Maxi-Cosi we do our best to inform the consumer to ensure that they make the purchase that is right for them. We ensure that this messaging is echoed through all of our external communications, i.e. website, social media and our PR activity with press and influencers. With the loss of face-to-face interactions with our retailers, we are very aware that we had lost a vital touchpoint with the consumer, so it is important to reinforce this across everything that we do.” Axkid’s UK & Irelands Country Manager, Jayne Caul agrees and feels it is the responsibility of the brands to ensure this message is delivered. “The risks of purchasing a second-hand car seat should be highlighted at all times, it is a very important message and we still have the responsibility to convey it to the market. In the midst of lockdown car seat purchases may not have been top of mind but as restrictions ease, it is imperative this message is not

nursery today

lost as consumers seek out car seats for travel.” What about awareness? Are consumers better educated now (especially when you consider more people have turned to online as a source of information) as to what they seat they require for their children during the various growth stages? “Consumers are becoming more educated on car seats and the various stages at which they need to upgrade. But this is a message we need to continuously push online and in-store.” Said Cybex General Manager, Luke Burns. “As retailers are beginning to open, we can work even more closely with them to offer parents product demos and information so they can be more aware of when is the best time to make the switch to a different car seat group.” Jayne does feel there is still confusion out there among parents and agrees it’s all about ensuring the correct information is continuously available to assist. “There is much confusion still evident in the market, in particular regarding regulation, group categories of car seats and what is best for baby/ child. This all leads to confusion when consumers are making their car seat purchase. “There is also a big difference between best practice – rear facing for as long as possible and regulation, which is something many customers are not aware of. These messages need to be very clear online and in-store and Axkid retailers are very good at this. Education is key to help our consumers make informed choices which best suit both their and baby/child’s needs.” With so much online research, would it be a fair assumption that the consumer is taking into consideration safety elements before style? “Certainly in the car seat category, as one of the most researched purchases. Its function is to safely carry the most precious thing in the world, their

The survey says…

Nursery marketing specialists, FanFinders, surveyed 500 consumers focussing on car seats. Here’s the results. Were you brand focused when you bought your first car seat?

Yes: 172 (34.4%) No: 328 (65.6%) Did you understand what you would require?

Yes: 401 (80.2%) No: 99 (19.8%) Did you buy your car seat in a shop or online?

Online: 288 (57.6%) Shop: 212 (42.4%) Did you have your car seat professionally fitted into your vehicle?

Yes: 141 (28.2%) No: 359 (71.8%) Did you also purchase accessories at the same time as your car seat (e.g. shoulder straps)?

Yes: 207 (41.4%) No: 293 (58.6%) Did you buy a car seat that was a differing brand to your pram?

Yes: 237 (47.4%) No: 263 (52.6%) Once the baby carrier was outgrown, did you buy a car seat to take them through all remaining age stages? (e.g. group 1/2/3)

Yes: 373 (74.6%) No: 127 (25.4%) Did you buy a second-hand car seat?

Yes: 73 (14.6%) No: 427 (85.4%) For more information on FanFinders and the consumer insight they oﬀer, please call: 0203 808 3011 or visit www.fanﬁnders.com

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focus CAR SEATS & ACCESSORIES

Coffee break baby. With any purchase regarding children, safety should always be the foremost consideration.” Comments Debbie.”Parents tend to choose products for longevity that may be used for any other children that may come along too. Convenience and ease of use are also incredibly important. Although we like to offer the trending styles, most consumers tend to choose black car seats, with grey and graphite fast approaching as best sellers too. Trends show that consumers are choosing seats which fit-in with their car interiors or match their pushchairs.” Luke agrees and feels that parents will look first perhaps to check a car seat has been tested to the correct standards, followed by function and style. “When it comes to car seats, safety is a number one priority. With functionality, ease of use and comfort following after, and this is what parents look for when choosing a car seat.

With car seats being a category that continually evolves and improves, we asked Debbie how important is innovation in this category? “At Maxi-Cosi we strive for innovation. As a brand, we pride ourselves that we continue to produce world-first products and we are heavily rewarded for this in the industry. Both Maxi-Cosi Coral, Jade and AxissFix Air are great examples of this. Each of these has been awarded accolades for innovation in both the trade and consumer arenas. Innovation is something which is in our brand ethos, Maxi-Cosi was the first brand to bring out a rotating car seat. We were also the first brand to receive a 5-star rating from ADAC for our CabrioFix and we have since sold four million plus of those seats. At Maxi-Cosi, we always strive to lead rather than follow.” Luke also gave Nursery Today his views on innovation stating: “Here at Cybex, innovation is at the forefront of our car seats and we are always looking at ways to incorporate smart technology into our products to make everyday life easier for parents. That’s why we developed Cloud Z i-Size with the lie-flat function and a modular rotating base, and why we launched the SensorSafe Smart chest clip – an innovative technology that links to an app on a smartphone, providing parents with timely notification of some key threats to a child’s health.” With that in mind, we asked Luke if he felt that consumers are looking for ‘additional’ functions the car seat may have through development in innovation and design? “Additional functions are designed to make everyday life easier, especially for new parents who want reassurance that their child is safe at all times. Whilst all of our i-Size car seats are available with the SensorSafe Smart chest clip, many of our car seats have additional features, for example our Base Z (used for the Cloud Z i-Size & Sirona Z i-Size) or Sirona S i-Size have Driving Direction Control and ensure that the forwardfacing position is not used before the child is at least 16 months old and 76 cm tall.” Debbie agrees that products that make parents and carers life easier, while also enhancing safety elements, prove popular among consumers. “Overall, parents are looking for products that will make their life simpler. Parenting is filled with anxiety so additions such as the indication lights on our ISOFIX bases or even the seat belt assistance light on Kore Pro i-Size that helps little ones to learn to fasten their own seat belt are all things that draw attention. Each family’s needs are different, so we are proud to offer a diverse collection. As a brand at the forefront of innovation, we are currently investigating certain technological functions that can be integrated into the car seat and will help simplify parent’s (and their child’s) journeys in the car… more on that soon!” You can find a selection of car seats that are available to order now on the following pages.

ill “There is muc h confuskeiot,n st in evident in th e m ar la ti gu on , pa rt ic ul ar re ga rd in g re s an d group ca te go ri es of ca r/csehiat . Thi s w ha t is best fo r ba byion wldhe all le ad s to confus th ei r nca r cons umer s are m ak inseg .” se at pu rc ha Ja yn e C aul, A xk id “Parents will look to see if their car seat has been tested to the latest regulations and for enhanced safety features such as integrated Linear Side-Impact Protection System (L.S.P.) which reduces the forces of an impact from a side-impact collision by approximately 25% or Driving Direction Control, which prevents misuse. Functionality such as a 180° rotating mechanism makes entry and exit much easier whilst a height-adjustable headrest or lie-flat position outside of the car ensures their baby is always comfortable.” If we are talking safety, does price perhaps have a negative effect, driving consumers to perhaps look at cost before safety? “Price is a consideration across all nursery products and for those that may be on a budget. But we see parents that are seeking enhanced safety and functionality happy to pay a slightly higher price so as to not compromise for their little one.” Said Luke. Jayne however doesn’t feel that price may not be the particular driving point on a purchase decision in this category commenting: “In an industry where safety is of the utmost importance, I do believe the consumer shares this view and safety will always be the primary consideration in any car seat purchase. For some consumers, style will also be a factor but I do not see this as the core decision factor, safety first!” 22

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Joie’s Head of Product Development, Damon Marriott, gives his insight into the car seat category. With lockdown do you feel we, as an industry, should start highlighting the dangers of purchasing a second-hand car seat?

As a brand we make sure we keep our consumers well informed around the risks of second hand purchases, and we would always advise our consumers against this. Industry wide, there is a strong message against purchasing second hand, but there is always room for improvement particularly when trying to reach out to ﬁrst time buyers as it can be harder to get information to those who go down that route for an initial purchase. Do you feel consumers are better educated now as to what they will need during the various stages?

Consumers are far more likely to do their research these days – but I think that there is probably more understanding around the group 0+ and 1 rather than group 2 and 3. It’s likely that this is due to the higher levels of marketing and development for the earlier groups, but could also be that younger babies are more vulnerable and dependent on parents, so the focus his greater. Are consumers seeking a car seat that is the same brand as their chosen pram or do you feel we are seeing a more ‘mix and match’ approach?

Single purchase travel systems remain popular as they give consumers piece of mind that the products will work aesthetically and functionally, plus they tend to come at a competitive price point. As a more universal attachment method for car seats to wheeled goods is now available and becoming more prevalent, the mix and match route has gained popularity as consumers can pick a car seat or pushchair they favour, without feeling restricted to that one brand. Is price a consideration, are consumers looking at price first, then safety second?

Consumers will always look to get the best value for money but where car seats are concerned, they look at safety and cost collectively. Every child deserves to be safe, so as a brand we work very hard to provide the safest possible car seats at a reasonable price. Is innovation important in this category?

Absolutely, if innovation comes to a standstill car seats will not become any safer which would be a clear mistake. Functionality improves year on year meaning we ﬁnd new ways of making consumer’s lives easier, there’s really no reason to stop searching for new developments as they can give brands an edge! How are you currently driving your message to consumers?

During these challenging times we have been stepping up our inﬂuencer program, building a community of advocates for our ‘look back longer’, extended rear facing message. We’ve also been promoting some of our safest car seats, the i-Gemm, the i-Spin 360 and the i-Traver, through the parenting and national media. We were also very excited to have received the high ranking ‘Very Good’ ADAC rating for our i-Snug and i-Base Advance. How are you supporting your retailers within this category?

We have been exploring various ways we can support both our retailers and our consumers during the lockdown. One of our most popular offerings has been a virtual car seat fitting service, put in place to provide consumers with the peace of mind that their seat is fitted correctly. This is a service our retailers would usually provide, but while that was impossible, we were able to fill the gap via a video call service. This proved incredibly popular while the stores were closed – now they are opening up again we will continue to support the retailers directly via our training and merchandising team and a full array of digital assets for use online.

travel light, travel strong i-Size booster

new

i-Traverâ&#x201E;˘ Buckle up for the long haul with an i-Size booster that easily adjusts to fit growing 3.5 to 12-year-olds.

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

scan to see me lock in & load up!

focus CAR SEATS & ACCESSORIES

Cybex is triple test winner

You can have it all

Sales have gone wild in recent months for the Doona 0+ infant car seat, the only infant car seat with wheels. Safe, Simple, and Compact - the Doona Car Seat & Stroller has it all. Combining innovation and style, the world’s ﬁrst and only fully integrated travel system transforms from car seat to stroller in one simple motion. No matter where you’re going, it takes less than ﬁve seconds for you and your little one to get in and out of the car. With Doona, you never have to lug around a heavy car seat. This Car Seat & Stroller allows you to easily navigate the streets, hop in a taxi, or walk up the stairs, all without disturbing your sleeping child. The Doona + was awarded a “2,4”, “Good” by ADAC Stifting Warentest and achieved “excellent results” and the highest sore in the category of 45 tested car seats.

Tel: 0161 702 5062 Email: sales@cuddleco.co.uk

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

Tel: 01889 808 900 Email: uksales@joiebaby.com

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Cybex, the global baby brand renowned for its premium pushchairs, car seats, and baby carriers, has achieved outstanding success with three test winners in the Stiftung Warentest and ADAC European car seat test in May 2020. These excellent results demonstrate Cybex’s commitment to producing car seats to the highest safety standards. The Cybex D.S.F Innovation Principle was the key to success for these newly awarded child car seats. The optimum combination of unique design, maximum safety, and quality and intelligent functionality ensured that Cybex products once again passed the rigorous testing of these independent consumer institutes.

Cybex Z-Line – an outstanding family With a “Good” rating and the ﬁnal grade of “1.9” for the Cybex Solution Z i-Fix, the Platinum Z-Line is now a test winning family, especially when it comes to safety grades and user-friendly handling. All of the child car seats in the Z-Line – from the infant carrier Cloud Z i-Size to the Sirona Z i-Size R and the Solution Z i-Fix – have now been awarded with the best grades from both the Stiftung Warentest and ADAC. With this family of test-winning car seats, parents can transport their children from birth until they reach a height of 150 cm and feel assured that they will travel in consistent safety throughout their childhood.

More test wins for the Cybex B-Line With ﬁnal grades of “2.1” and “2.4” the Cybex Solution B-Fix and Cybex Pallas B-Fix were also named as test winners by Stiftung Warentest.

“We are very proud of the three test winners which confirm our high standards when it comes to product development. These three awards are our motivation to continually improve ourselves and to set new standards in child safety. A track record of approximately 400 awards shows our ongoing efforts to develop the best possible products.” says Johannes Schlamminger, CYBEX CEO. Web: www.cybex-online.com

a born star Dream drapeâ&#x201E;˘

Three point harness

Belt guide Automatic side impact protection Load leg indicator ISOFIX & coloured installation indicators

Additional installation indicator

Feel free to go anywhere with the PIPAâ&#x201E;˘ next. Super safe, lightweight only 2.8 kg* - and versatile. PIPA next with base received the best safety rating of 1.2 with the top Side Impact Protection rating of 0.8, and a high overall rating of 1.6 from ADAC. This is the best safety rating since 2016 for an i-Size infant car seat up to 83/85cm.

Steel stability leg Crumple zone

*Without canopy and insert Find out more at nunababy.com

focus CAR SEATS & ACCESSORIES

Award Winning Modu lar System Mee

t i-Venture, Joie’s i-Size ce rtified, multi-directional se at which forms part of their i-Venture modular system.

Compatible with the i-base Adv ance*, parents can start with Joie’s i-Snug or i-Gemm infant carrier* and as their little one grows, upgrade to the i-Venture for use up to approximately 4 years. The i-Ve nture seat oﬀers extended rear facing use and can be used up to 18.5kg, in both directions! i-Ve nture picked up a coveted 4 star rating in the rece nt ADAC tests, combined with the Joie i-Snug.

The i-Venture seat includes a Tri-Protect headrest with Intelli-Fit memory foam, Guard Surround Safety panels for side impact protection, 8 pos ition Grow Together headrest and 7 recline positions for bot h rearward and forward-facing modes. Available in two great fashions! *i-Base Advance and infant carriers sold separatel

Tel: 01889 808 900 Email: uksales@joiebaby.c

Summer staycations made easier As lockdown begins to ease, many parents are preparing for summer holidays here in the UK as travel abroad is made more difficult. Long car journeys can make children of all ages bored and uncomfortable, but with the Clippasafe auto range, road trips can be made more bearable. The Seat Back Organiser with Tablet Pocket keeps toys within reach and enables touch screen entertainment plus it wipes clean for clear viewing, allowing little ones to remain focused on their screens. The Fun Sun Screens available in a colour or black and white design will make sure they stay cool, shaded and comfortable as they travel. Happy kids mean happy parents who can focus on the driving! For toddlers who are potty training, long journeys may be extra challenging. The Clippasafe Waterproof Seat Protector is a must-have for shielding upholstery from accidents and stains. You can view the full auto range on the Clippasafe website.

Tel 0115 9211899 Web: www.clippsafe.co.uk

Perfect rotation This seat rotates through 360° making it easier to get little ones settled in. The REBL from Nuna rotates through 360° and is cleverly convertible too, allowing babies from four months to ride rearward facing for longer, up to 18.5kg or around four years old. REBL basq offers unparalleled support as your child grows. It’s i-Size safe and fitted with steel strength technology consisting of a strong steel frame and ultra resilient, top of the line plastics. Furthermore, thanks to Nuna’s smart SIP system featuring energy absorbing foam, plus a crumple zone within the stability legs, it offers maximum protection on every journey.

Web: www.nunababy.com

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Eclipse Collection

DARE TO Available Now

silvercrossbaby.com

focus CAR SEATS & ACCESSORIES

Boost up safety Introducing Joie’s first i-Size booster, i-Traver is all you need to travel safe and travel strong! The R129/03 iSize certiﬁed seat is suitable from 100 > 150cm (approx. 3 to 12 years). i-Traver fastens in to the car using the ten position retractable Joie ISOSAFE connectors utilising the cars ISOFIX points which ensure a secure ﬁt at all times. Joie’s Guard Surround Safety is designed to absorb and slow the force of impact, and provides safety on all sides. With a one-hand 10-position height adjustable headrest the seat easily accommodates growing children. It also has Joie’s Tri-Protect headrest, featuring Intelli-Fit memory foam, designed for optimal security. Child safety is a priority, but their comfort is also important which is why i-Traver has a leg rest that extends to three positions as they grow, loose-knit and moisture wicking fabrics so sensitive skin can breathe, as well as padded arm rests so they can relax in comfort. The seat cover is also removable and washable. Tel: 01889 808 900 Email: uksales@joiebaby.com

All in one Axkid ONE sets a new standard of car-seat safety. Axkid states this is the only rear-facing ISOfix seat in the world that is i-Size approved up to 125 cm/23 kg, meaning your child can travel rear-facing for up to 3 years longer than in existing ISOfix seats on the market. Best legroom in class – Axkid ONE is spacious and the adjustable seat gives unseen leg-room offering maximum comfort. Axkid ONE is built with a new and innovative design that uses aluminum and hardened steel to form a lightweight safety frame. Strong and lightweight design innovated in Sweden Axkid One weighs 30% less than other seats on the market and is built with less plastics. The whole seat weighs less than 10kg. ISOFIX connectors and the lightweight construction we guarantee that you can install the seat in less than 30 seconds.

Email: salesuk@axkid.com Tel: +44 (0) 7810867644

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Travel light At just 2.8kg, the PIPA next is lightweight, protective and portable, making it the perfect travel companion. Thanks to the option of belt path or base installation it’s versatile enough to take from a taxi to a family car, making it ready for every journey. It’s i-Size approved and designed to ensure little ones are cosy and safe every step of the way. The PIPA next is ﬁtted with side impact protection on the base with built-in wings that automatically deploy when the car seat is installed. The PIPA next is compatible with all Nuna’s pushchairs and available in Caviar.

Web: www.nunababy.com

Perfect position Rearward facing from birth, ARRA converts easily to a flat reclining seat with a 157° angle – the most ergonomic position for baby. Babies should lie ﬂat as often as possible to promote a healthy spine and improved oxygen levels – ARRA combines the safety of a car seat with the comfort of their own cot. Both i-Size approved and equipped with a multi-height headrest alongside a removable fully body insert – ARRA is designed with all the little details in mind to ensure little ones are protected at all times. The ARRA pairs perfectly with all Nuna pushchairs.

Web: www.nunababy.com

Lightweight

optio

ns New kid on the b lock, the Maxi-C osi Tinca is the latest offerin g in Group 0 car seats from the brand. Tel: 0208 8236 0707 Email: sa les@uk-dorel.c Web: www.max om i-cosi.co.uk This

Through the stages Suitable from birth to 12 years, TRES is designed to stand the test of time and grow with your child from toddler to big kid.

car seat is an aﬀor dable, extremely lightweight i-Size does not comprom infant carrier car ise on safety. Weig seat that hing in at just 3.2k from birth up to 12 g, Tinca is suitabl months. The seat e for use has been designed convenience for pa for both safety an rent and baby an d d complies with th legislation. e i-Size (R129) ca r seat It contains impactabsorbing material s within the seat oﬀ ering increased safety in the even t of a side impact collision. Thanks to the comfortable in lay, parents have the peace of mind that their lit tle one is in a cosy environm ent with optimum safet y. Used with the FamilyFix² base RR P £169, Tinca can be used with ISOFIX installation for a sim ple click-and-go syste m on the move. Parent s can also use the Tinc a with many of Maxi-C osi’s extensive pushchair collection to form part of a convenient travel system.

From cradling your napping newborn to supporting your independent tween, this all-in-one seat is in it for the long haul. TRES is ﬁtted with six recline positions, two rear facing and four forward facing, and has a one-hand, ten position adjustable headrest – ensuring little ones are comfy every step of the journey. TRES is i-Size safe, ﬁtted with steel strength technology – thanks to its reinforced steel frame and ultraresilient plastics.

Web: www.nunababy.com nursery today

focus CAR SEATS & ACCESSORIES

Got it covered With the Dooky Car Seat Covers you can make car seats look extra fashionable and fresh in seconds. With 2 sizes available it is suitable for most car seats in the 0+ and 1+ group. The Seat Cover gives a soft and comfortable ride for baby and helps keep them cool whilst protecting the seat itself. Update an older car seat to give a fresh new look. They can be easily removed and washed so any spills or dirt can be cleaned up quickly. Browse the entire Dooky range to ﬁnd accessories to match.

Web: www.hippychick.com

Fully adjustable

ize is the first The Maxi-Cosi Kore Pro i-S m i-Size Group 2/3 car seat fro Maxi-Cosi. 100 and 150cm in height (an It is designed for children between drest years) and has an adjustable hea approximate age range of 3.5-12 ure feat key A do. they as grow seat to and backrest which enables the to dren ClickAssist light to help chil of this car seat is the innovative , even in the dark. The light own r thei on buckle their seatbelt er make fastening their seatbelt easi illuminates the buckle-up area to e also i-Siz Pro e Kor osi xi-C Ma . in all situations and at any time s ion System Plus (SPS Plus). Thi contains the brand’s Side Protect cksho with d bine wings com consists of glass ﬁbre in the side the peace of mind that nts pare give to l eria mat g absorbin els. trav r thei their child is protected on

Tel: 0208 82360707 Email: sales@uk-dorel.com k Web: www.maxi-cosi.co.u

Award winning innovation Leading the way in car seat innovation, the Maxi-Cosi Coral is the world’s first modular baby car seat. Already boasting many accolades including the 2019 Kind & Jugend Innovation Award and a Which? Best Buy, this R129 compliant car seat has a two-part modular system, an ‘outer’ i-Size car seat shell for superior safety, combined with an ultra-lightweight (1.7kg) detachable ‘inner’ soft carrier with retractable straps. This allows parents the option to lift the whole seat, or just the inner soft carrier reducing carrying weight by up to 50% whilst always keeping their precious cargo close. Launched in Spring 2020, this new benchmark in from-birth travel safety also contains a babyhugg inlay designed for newborn comfort plus a 3-point harness with one-pull tightening system for ultimate ease of use. Tel: 0208 82360707 Email: sales@uk-dorel.com Web: www.maxi-cosi.co.uk

Safe to spin Joie’s first i-Size and Plus Tested spinning seat. Introducing i-Spin Safe, Joie’s safest ever spinning seat - twice tested and proven with both i-Size and Swedish Plus Test certification. The Plus Test is the toughest crash test in the world combining high travel speeds with rapid deceleration, to create the greatest g-forces of any car seat test. With two prestigious safety certifications, plus all the safety technology from Joie’s award winning i-Spin 360, i-Spin Safe has been designed for optimal security. Features include rearward only usage, side impact Guard Surround Safety panels which auto-engage, multi position Tri-Protect headrest with a Top Shield and Intelli-Fit memory foam, and an integrated ISOFIX base which offers 6 on-the-go recline positions. The one-hand swivel activators located on each side of the seat allow parents to spin their little one 90º towards them during buckle-up, and back again to a safely rearward ride all the way up to 105cm ≤ 18.5 kg (approx. 4 years).

Tel: 01889 808 900 Email: uksales@joiebaby.com

nursery today

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CYBEX-ONLINE.COM

CAR SEATS:

RETAILER PROFILE ONLINE4BABY

Take a seat Nursery Today had the pleasure to question Online4Baby’s Managing Director, Christy Foster to find out her views on car seats, the second hand market, trends and current consumer demand. Are your customers looking at car seats taking into consideration safety elements before aesthetics? Safety, as it should be, is generally the main consideration when customers are purchasing car seats from us but aesthetics and function come a close second. The investigation by Panorama last year into the products dubbed ‘killer car seats’ on Amazon highlighted the risks posed by buying cheap products from general websites and the lack of QC checks on products from some retailers. These had been flagged by Which? several years earlier but had continued to be sold on multiple marketplaces which is worrying from a child safety perspective.

Do you feel that as an industry we need to remind consumers of the dangers of buying a second hand car seat?

Absolutely and I’m not sure the risks are understood by the vast majority of consumers as the laws around the subject are not clear. You can go on marketplaces like Gumtree and find vast numbers of second hand car seats for sale and there is no way of checking whether they are still safe to use so I think as an industry we need to educate people of the dangers. It’s also

nursery today

“ We’ve seen

a move to ca r se ats w hi ch co ver multiple stag es as peop le seek to save co sts or w ant a more ec o friend ly so luti on to pu rc ha sing multiple se ats over th e ch ild ’s lifet ime. ”

up to the government to look at the legal aspects and put suitable laws in place to safeguard consumers.

Do you feel as an industry we are sending out a universal message with regard to car seats?

I think overall we do however I think there is still some work to do around the different testing metrics and guides on age and weight ranges. There is definitely confusion over the different tests carried out on car seats and the variance in testing across countries such as Germany and Sweden so it would be great to standardise these to provide a simple rating to allow customers to make an informed decision.

Have you experienced any specific consumer trends with regard to car seats?

We’ve seen a move to car seats which cover multiple stages as people seek to

save costs or want a more eco friendly solution to purchasing multiple seats over the child’s lifetime. Also, with the recommendations around having children rear-facing for longer, we’ve also seen a shift to interchangeable seats and demand for rotating seats increase significantly. Colour wise, more practical colours such as blacks and greys have always been popular and we don’t see that changing moving forward.

Is this a sector where your customers research online prior to purchase?

Yes, we see a lot of community-based questions around safety and fitting so it appears as though customers do their own research prior to purchase. There’s also the obligatory price checking process and we get a lot of questions around warranties and vehicle compatibility too.

With the lockdown, do you feel that we have seen a permanent shift in how parents will purchase products in our industry sector?

I’ve given up trying to guess what the future holds! We’ve stopped talking about pre-COVID now as it doesn’t do any good to look back. This is the new world we live in and we’ve adapted our business to operate with the restrictions and consumer behaviours that have resulted from it. As a business owner, you have to be able to overcome whatever is put in front of you….. even a global pandemic. It hasn’t been easy, but it’s testament to the team we have here at Online4baby that we’ve managed to remain open throughout, deal with the spike in demand and react quickly to an ever-changing landscape.

Do you feel social media, bloggers and influencers are playing a role in giving brand names a higher level of kudos? To be honest as a business we’ve tended to avoid influencers and bloggers due to the amount of fraud in that space. It’s a bit of a cat and mouse game with the social platforms. Instagram introduced measures last year to combat it and there was a period where it got better but it then started to creep back in once people had worked out ways of getting round the restrictions. It’s a difficult channel to measure and we found we could spend our marketing budget in other areas where the returns are more measurable Some brands use it well however and I’m sure that it has an impact on people’s purchasing decisions, especially the younger generation who have been brought up in the reality tv/social media world.

Do you feel consumers are brand focussed when purchasing a car seat?

I think certain brands carry a reputation when it comes to safety. We often see customers being loyal to these brands through their lifecycle if they’ve had a good experience with their products previously. As with everything, people have different purchase triggers whether that be brand, price, function or if it matches the seat material in their car

Would you say that new parents have an understanding of what they require?

It ranges from people who are far more clued up than parents who have had multiple children to those who want guidance and recommendations from our staff. It’s a complicated purchase so we make sure our staff are trained across our full range and know the products inside out so they can deal with any enquiries that we get from new parents.

How do you provide information to consumers with regard to car seat safety, etc.?

Our product listings are comprehensive, we have a blog and are active on social media so these are our main routes to providing information. It’s definitely something we could do more of however. Obviously when the showroom was open this was also a key opportunity to impart information to customers face to face and we also use our demo videos which we do on a weekly basis.

What type of support do you receive from your suppliers with regard to this? We get sent lots of useful information from suppliers and there’s been some great innovations like the Joie fitting guide which

helps staff and customers look up vehicle compatibility. We also get training from some manufacturers which again is key in us passing accurate information on to our customers.

Which Group have you seen the largest level of interest in over the last 12 months?

As I mentioned earlier, seats that span groups such as 0+/1/2 and Group 1/2/3 are popular but to be honest we sell vast numbers across all groups, especially at the moment.

Do you feel that safety is a priority by parents compared to price with regard to making a car seat purchase? I think both play a role. Our ethos is centred around the fact that safe products should be available to everyone, regardless of income and that’s what we base our range on. Most of us are parents at Online4baby so we ensure we sell products that we would put our own children in.

Do you feel as an industry we continue to provide innovation with regard to car seats?

I think all the additional safety measures that have been brought in, alongside innovations around fitting and rearward facing indicates the industry is moving forward. Next it’s about finding a solution to the recycling issue and to ensure that as an industry we’re looking to reduce what we commit to landfill each year both here and abroad

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Interview RED KITE

Full steam ahead Nursery Today spoke to Red Kite’s Commercial Director, Debra Tucker to find out how they coped during lockdown, business moving forward and new product launches on the horizon. How are you and the team at Red Kite Baby? All of us and our families are safe and well and fully appreciate how lucky we are compared to so many other people and families that have suﬀered through this horrible pandemic.

What was your largest challenge during lockdown? Initially there was so much uncertainty and worry about how we would all cope with the social restrictions and the aﬀect it would have on our health and obviously working conditions. We haven’t closed at all during the lockdown period but very quickly had to evaluate our employee’s safety to enable us to maintain trading. Luckily our premises have enabled us to instigate safe working practices very early on and with a combination of home working for some of us, we have managed to maintain full operations throughout.

Has the lockdown and global pandemic had an impact on your level of stock availability? Working so closely with our Far East partners obviously ﬂagged the potential risks ahead of the lockdown in the UK as the virus broke ﬁrst of all in China. The timing of this happened at the same time as Chinese New Year which would ordinarily give pressures on production so we had already planned incremental supply to cover the normal disruption. Inevitably there were some delays as factories couldn’t re open as

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quickly as normal following their lockdown and CNY but we appear to have managed stock availability with minimal delays luckily.

Are you planning any new product launches and if so, can you tell us a little about these? Yes we have planned a few new product launches and updates to current popular ranges. The original plan had been to preview the new lines as usual at the Harrogate Nursery Fair in March but obviously this has been delayed and we felt it was best to concentrate on core business for a few months to ensure we could satisfy the high demand on so many of our current products. But we are picking this up again now and we already have some exciting additions to our travel accessory range arriving shortly including a new Travel Booster seat and Strollshade, the all in one stroller sunshade. Just in time as we are allowed to consider holiday plans again! We are also planning a review of our popular travel systems and introducing a brand new model the Push Me Pace with some amazing designs. Baby walkers and entertainers are very popular Red Kite lines and we have a brilliant new addition coming soon to the Baby Go Round range, the new BGR Race. It will be in the shops in time for the Christmas rush!! Also a brand new and innovative 4 in 1 wooden highchair that oﬀers practicality, style and the amazing Red Kite value will be available soon.

With stores now open for business, what type of support can you offer your retail partners? During the past 3 months of lockdown, we have had some amazing support from key independent retailers. Obviously those who have their own online platform have benefitted during this period and seen some strong growth. We continue to offer special deals to the independent sector and whilst we are fortunate to have a strong presence in both our independent and our large multiple retail partners, we have always appreciated and acknowledged the special value and experience a good independent retailer offers. We have recently introduced our new travel accessory additions to launch in the independent sector and hope they can take advantage of the new lines.

Finally, have you found social media has excelled for you as a business during lockdown? We are a small team and social media

is a growing medium for us to explore. We have secured lots of new followers encouraged by competitions and interaction such as helping us name some of new launches. We love to receive images of happy babies in our products and are starting to collaborate with key bloggers which should hopefully further raise our proﬁle with new parents. During this lockdown, we have wanted to maintain a presence to our customers during this uncertain time by posting regular updates, announcing upcoming arrivals and engaging in customer focus groups. We always try improve upon our existing range and our customer feedback from all of our social media channels is always valued feedback and research. We continue to grow our brand and throughout these past few months, our social media outreach has grown in importance from day to day. Not only to respond to parents and family members, but to reach out to new ones and to preview what we have in store. We are very excited about what our social media has in store for the future. Web: www.redkitebaby.co.uk

new!

Sponsored by

Gender neutral with Nattou

Exclusive to Hippychick, Nattou hav e launched something slightly different!

Compact and functional The Clippasafe Stroller Organiser is a practical must-have for parents of young children

Just landed at Hippychick HQ is the brand new luxurious Tembo Elephant range. The collection consists of high end, 100% cotton cuddly toys with stunning grey and white tones, making them completely gender neutral. The Tembo line features Nattou’s famous toys such as rockers, musicals and mobiles, but using the muted classic colours and 100% fabrics. This is a collection you won’t want to miss.

Web: www.hippychick.com

With handy compartments to keep items organised, it can be used to store bottles, nappies, wash wipes and valuables. It even has a mesh rear pocket for storing toys or wet items, allowing them to stay separate from other items. The chic grey and black organiser ﬁts easily onto most strollers with secure velcro fastening strips, perfect for parents on the move. With no slipping or sliding about, it keeps everything safe and in one place. It can also be carried when not ﬁtted to a stroller, its stylish functionality provides multiple uses for parents everywhere.

Tel 0115 9211899 Web: www.clippsafe.co.uk

The dream nursery Exclusive new launch by Cuddleco

Providing independence

Introducing the ManiMe: The valet chair for children encouraging organisation and independence

stylish range of Acting as a valet chair for children, ManiMe Kids oﬀers a dressing. ndent indepe interactive bamboo chairs designed to encourage and dimensions scale correct the with d designe Each chair has been carefully day. next the for t outﬁ their out set and choose to n to enable childre four animal The ManiMe Kids chairs are available in two sizes, each with e Cub is a ManiM The Tiger. and inspired designs, a Monkey, Panda, Bear and larger slightly is ate Gradu e ManiM the while smaller, simpler design rail. g hangin a orates incorp

Web: www.manime-kids.com

With the all new furniture range from Cuddleco, your dream nursery can now be complete with their “exclusive new ranges” from fairy tale to contemporary modern designs all available to dropship from Cuddleco’s central Manchester DC direct to your customer via two man delivery. Engineered and manufactured in Europe using FSC approved woods and the best manufacturing facilities available you can be assured of quality, designs and satisfaction. Get in touch with their sales team to discuss dropship opportunities and instore display sets. Bring your furniture department back to life with nursery furniture by Cuddleco, designed to care…. designed to last.

Email: sales@cuddleco.co.uk Web: www.cuddleco.co.uk

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

supplier snapshot With Covid-19 Dominating The News, We Spoke To Some Of The Industry’s Finest To Find Out How They Are Currently Operating And Business Moving Forward.

Fiona-Jane Kenworthy

MARKETING MANAGING, CENTRAL MEDICAL SUPPLIES

MARKETING MANAGER, ERGOBBY UK How have you found business during lockdown?

CMS is in a fortunate position, as we are not only a key supplier of Critical Care and Neonatal products to the NHS, but thankfully our established retail nursery brands, such as Dr Brown’s Options+ Anti-Colic Baby Bottles and the Dreamgenii Pregnancy Support and Feeding Pillow have maintained their popularity and we haven’t experienced a down turn in sales Coronavirus has not aﬀected people’s need to maintain comfort during pregnancy or feed their baby!. As you would expect web sales have experienced a massive upturn during lock down.

Due to the nature of the restrictions imposed by the government we have been pleased to see how baby carriers are now more than ever before considered a must-have product by parents. As parents have adapted to working from home, assisting children with schoolwork, and still carrying out all the functions of day to day living, carriers are playing a vital role in juggling all these elements. And not only at home, carriers have become an absolute necessity when leaving the home too. Whether it be for daily exercise or errands such as food shopping, carriers keep children held close which gives parents peace of mind and greater control, versus having them in a stroller or sitting in a shopping trolley etc.

What has been your largest challenge?

Apart from the inevitable of ensuring the CMS work force continue to be safe and healthy, in the early days matching resource requirements to ﬂuctuating demand levels proved challenging at times to ensure continuity of supply to the trade.

Our largest challenge has been how the restrictions have prevented us from visiting our retailers in person. However, we have been working with them to ﬁnd alternative ways to reach and inform their customers without being able to discuss and demonstrate products in person, and without opportunities for activities such as in-store events. For example, some of our retailers have been working with us on digital activity which has worked brilliantly, and we also took part in the Harrogate International Nursery Fair Digital Preview to help our retailers to get ahead of the competition as we slowly emerge from lockdown.

How have you found business during lockdown?

Are you prepared with stores now having opened their doors for supply of product? Yes, thankfully we managed to boost stocks at the start of the pandemic which has enabled us to be ﬂexible and provide continuity of supply even with unforeseen demand. Do you envisage any stock issues on the horizon that retailers should be aware of ?

Are you prepared with stores now having opened their doors for supply of product? / Do you envisage any stock issues on the horizon that retailers should be aware of ?

No we don’t! We have worked closely with our suppliers and partners within our supply chain and ever since the outbreak of the virus we have been stock piling product and have a robust operations plan in place.

We haven’t had any supply issues to date and are not anticipating any to come so are excited that our retailers are starting to welcome customers back, and we are here to support them in this ‘new normal’.

How are you assisting your stockists moving forward?

During the lockdown we introduced an online portal for retailers to place orders which will continue to be available alongside training materials for staﬀ that can be accessed remotely. We are also continuing to work with retailers on their online oﬀering to ensure they have up to date imagery and copy for all their Ergobaby products.

CMS prides itself in supporting its retail customers with a continual stream of new images and video content to promote the features and benefits of our range of Dreamgenii and Dr Brown’s products through our retailers and while we aren’t able to reinstate our in-store training programmes yet we are offering video training to our key customers. Have you altered the way you manage your business? We have safely distanced the teams and are working on skeleton office staff, which protects our personnel, enabling them to socially distance. Everyone is adhering to the strict guidelines in place in our Head Office. People who can work from home are doing so effectively.

Amanda Loveday

nursery today

How are you assisting your stockists moving forward?

Have you altered the way you manage your business? The main changes to our ways of working have been those that have been adopted everywhere: working from home, holding plenty of Zoom meetings and allowing for ﬂexible working. We’ve become incredibly adaptable and are willing to keep being so for the success of both Ergobaby and our retailers, we are all very much in this together still!

Jeremy Minchin MANAGING DIRECTOR

How have you found business during lockdown? Tough, but for diďŹ&#x20AC;erent reasons than initially expected. First expectations were that everything would grind to a halt but we have found that Toy and Gift sales have remained particularly strong as a result of people spending much more time at home with their young children and wanting to encourage good developmental and stimulating play. Wooden and ride on toys have done best of all. Nursery has also been positive and it is only really the seasonal or travel items that have been less in demand than normal. What has been your largest challenge? Managing stock and suppliers. We were lucky to be well stocked by virtue of some significant purchasing in advance of CNY. But much of our stock that we thought would last until July/August was sold through by Mid May, which has made it a real struggle to keep everyone supplied in the last four weeks and the next two weeks. Thankfully we managed to get some stock from Europe and bring forward a couple of containers. Our suppliers have been terrific, considering the fact that they have been under considerable pressure too.

How are you assisting your stockists moving forward? We have been happy to work with them in all and any way we can to support, we have done some consignment and Sale or Exchange with long term customers and some direct despatch with others. Obviously everyone is aware of how challenging it has been and will likely continue to be for a while, so we are careful with credit extended. But as ever, communication and honesty are the key to success and we want to help wherever we can. Have you altered the way you manage your business? A little, the working from home has been a good success for those that have been able to do it and led to many tasks getting completed better and more quickly than previously. Julia and I have been more intimately involved with the day to day running of the business and that has been really good for us and for the business generally. Although not sustainable in the longer term, having a smaller team working under pressure has shown perhaps where there was some slack beforehand. As I have had to work from home, I have been able to stand back a bit and also to identify where there can be good savings made, or opportunities for growth that we may have missed before We are hugely fortunate to have a wonderfully supportive, committed and talented team in all areas of the business and each and every one of them has played their part in ensuring the success and growth of Hippychick during this whole crisis. We all want each and every Nursery retailer, wherever they are and whichever channel they specialise in, to get back up and running ASAP and will do all we can to support you in doing so.

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nursery matters JOHN BARKER

Barking Mad Pramland’s John Barker takes a view on the positives during lockdown and the road ahead for nursery independents.

ell that was a manic 12 weeks! Who would have thought all those months ago we’d be forced to close our stores for such a long period of time – not me for certain! I’m completely and utterly exhausted. My last back to back day off was at the beginning of March and my head is a complete shed. On the plus side for some odd reason the shop has felt busier whilst we’ve been closed

Image source pexels.com

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than when we are open. It’s strange, the telephone doesn’t stop ringing and instant messages fill the inbox quicker than a panic buyer filling their trolley with loo roll! Everyone’s life got turned upside down, the football got cancelled, we have no summer holidays to look forward to and half your friends and family are sat at home on 80% pay moaning about being bored. When Penny messaged me to say we

months I When I reflect on the past three ts and have nothing but negative though I prefer to opini ons and th at’s not like me.s ha en to be more po sitive, good thing ingpp those th at think good th s. are good to go on the next issue my first thought was let’s look back over the lockdown. I even started to write my article as a reflective piece on the highs and lows. I then deleted the whole thing and decided to re-write it not as a look back but as a look forward. When I reflect on the past three months I have nothing but negative thoughts and opinions and that’s not like me. I prefer to be more positive, good things happen to those that think good things. What’s done is done and as long as we all gain something from the experience then we can all grow as people and businesses (I’m hoping to gain a day off). So lets have a look at what the future holds for a post Covid-19 Lockdown nursery industry and what positives can we get from the attempted man slaughter of retailing on the high street. I’m writing this article the week before the government are due to lift the forced closure of “none essential retail” on Monday 15th June. By the time this article is committed to ink we’ll all be open and no doubt operating under an appointment only basis in order to meet social distancing regulations. Without a doubt the entire

lockdown situation has highlighted the need for social media. A good, constant presence on whichever social media network you choose will have an immense effect on your business. Social media over the years has been singled out for some of the worlds low points but without a doubt it has been a real hero for me. Regular, good quality posts which are informative and entertaining are amazingly effective tools in engaging with potential and existing customers (please note I’m not claiming my posts have been good quality, informative or entertaining – anyone that’s watched them will agree). I had every intention of making the move on to you YouTube this year but this has just accelerated my intentions. Rock N Stroll with the Heavy Metal Pram Man is my attempt to stand out from other online product reviewers and demonstrators. Isn’t it odd how much people love watching other people open boxes? Customers like the convenience of sitting on a sofa or watching a video on the bus to work. A well made and produced video will both create an interest in a product and raise awareness of your store. We completed the 12 weeks on lockdown 22% up on last year and we don’t sell

john@pramland.co.uk

online. So despite the fact the store was closed our customers felt compelled to continue shopping with us. This is down to three factors: an increase in business thanks to the lack of Mothercare, secondly no nursery shows and finally an active social media campaign. Putting it simply, caring about your content will result in customers caring about your content too. Iâ&#x20AC;&#x2122;ve said it before and I will say it again, if you are proud of your business you should be shouting about it. If youâ&#x20AC;&#x2122;re not shouting about it your customers will assume youâ&#x20AC;&#x2122;re not proud about it and theyâ&#x20AC;&#x2122;ll shop somewhere else (you can send them my way if youâ&#x20AC;&#x2122;d like). Once the dust settles and the store starts getting back to normal Iâ&#x20AC;&#x2122;m looking forward to start recording my episodes and I hope to make some specials with reps â&#x20AC;&#x201C; so if you want to get involved let me know (Iâ&#x20AC;&#x2122;m looking at you Salvatore (M&P) and Sean (Joolz)) â&#x20AC;&#x201C; thereâ&#x20AC;&#x2122;s a potential for some proper bromance gags. If you havenâ&#x20AC;&#x2122;t been bashing away on social media you will no doubt have

been offering and operating appointments in you store. Iâ&#x20AC;&#x2122;m loving the appointment life and many of the comments Iâ&#x20AC;&#x2122;m reading on the NSG would suggest youâ&#x20AC;&#x2122;re all loving them too. Opening the doors in the morning knowing youâ&#x20AC;&#x2122;ve got a full day of appointments with the potential to take some good orders is fantastic. The only problems are the ignorant customers that seem to think that we are operating on an appointment basis just to annoy them instead of doing it for health and safety reasons. The vast majority of customers have appreciated the fact that we (as an industry) are taking their health and wellbeing seriously and are responding by attending appointments and spending money in our stores. Appointments do tend to lead to better conversion rates, is it that the customers appreciates your efforts or simply canâ&#x20AC;&#x2122;t be bothered to attend too many appointments? Who knows and who cares â&#x20AC;&#x201C; youâ&#x20AC;&#x2122;re getting the order. Itâ&#x20AC;&#x2122;s a really positive after all the negatives weâ&#x20AC;&#x2122;ve experienced over the last few months.

Putting it simply, caring about your content will result in customers caring about your content too I would like to congratulate all the brands out there, theyâ&#x20AC;&#x2122;ve managed to keep us all ticking over with the bare minimum of fuss and stock issues. The lockdown was stressful enough but thanks to a good level of availability the brands have made our lives a little easier. Yes, not every brand has had every item in stock and a lack of reps to speak to has made it a little more difficult to get answers, but in general I think the brands have done a fantastic job â&#x20AC;&#x201C; WELL DONE ONE AND ALL! So, looking forward to the remainder of 2020 what is the outlook? Iâ&#x20AC;&#x2122;m forecasting a significant uplift in business. Again, this is driven by a lack of Mothercare in the market and

consumer nursery shows vanishing until social distancing rules allow them to make a reappearance. As an industry this is our chance to prove to brands that supporting consumer shows is less profitable than supporting us. Who knows maybe theyâ&#x20AC;&#x2122;ll never come back â&#x20AC;&#x201C; a little bit of wishful thinking there. One thing is for certain, Cologne 2020 has me scratching my head. Do I attend or not? What will be the logistics of attending? Will it cost a fortune for flights and hotels at this late stage? Will all the brands we expect to be there actually attend? How will I drink all that free booze with a face mask on? Time will tell I guess. Until next time, itâ&#x20AC;&#x2122;s brilliant to be back and I wish everyone of you every success with the coming weeks and months.

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focus BOTTLES & STERILISERS

Message in a bottle With a variety of baby bottles and teats available, what are common anxieties by mums? We spoke to those in the know to find out more.

lthough breastfeeding is widely advocated in the UK, unfortunately this just isn’t always possible for some mums. There are many mums, who for a variety of reasons, will chose to bottle feed or use bottles that mimic the breast to enable them to easily switch between breast feeding and bottle feeding without creating nipple-teat confusion. And of course let’s not forget dads, who may wish to be able to bottle feed their little ones to create a level of closeness and bonding or to simply assist with night time feeds using either breastmilk that has been expressed and stored or formula milk. We are fortunate as an industry that brands work hard to come up with products that provide both parent and baby a pleasurable bonding experience with ranges that act as close to breastfeeding as possible via the shape of the bottle and teat, which are all also created with cleaning and sterilising in mind, to make this a simply process for the consumer. Many parents want to know which brand of baby bottle and teat is best for their baby. The simple answer is no-one knows until baby decides and it’s really all down to the design of the teat. Fortunately, brands recognise this and have developed teats that assist. Dr Brown’s Marketing Manager, Fiona-Jane Kenworthy gave Nursery Today her thoughts when we take a look at parental anxieties. “Putting aside any potential stigma of bottle feeding versus breast feeding, there now seems to be new concerns with parents-to-be over whether their baby will “take-to” a certain shape/design of teat, which leads to parents investing in a multitude of unnecessary bottles, which could actually cause confusion to baby. It’s important for parents to choose a teat designed to facilitate the easy transition between breast to bottle.” When we look at teats, there is a full range of alternatives available, ranging from a variation of flow rates, anti-colic, those which mimic the nipple or breast, silicone or natural rubber. A large concern for many who bottle feed is whether their baby will get colic or reflux and how best to aleviate this. We asked MAM’s Managing Director, Lisa Parkhill if she feels that more consumers are aware of anti reflux bottles and teats and whether this is an area where brands excel with regard to innovation?

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Image courtesy of Central Medical Supplies

“Many of our MAM customers ask questions both online and at baby shows on the anti-reflux or anti-colic properties of our bottles and teats. Colic and reflux are two of the main problems in bottle feeding, with most brands offering specific bottles such as the MAM Easy Start Anti Colic to combat this. These MAM bottles contain an innovative vented base, making sure there is an even drinking flow so that babies can remain calm and relaxed without swallowing air, helping to reduce colic in 80% of cases. MAM is the fastest growing brand on the market with its current bottle brand share standing at 28.1% and being the only brand growing first quarter of 2020 at 12% year on year.” In 2011, the European Commission banned the use of Bisphenol A (BPA) in baby bottles. This was due to concerns that the chemical could leach out of the plastic and be absorbed by babies. None of the bottles for sale in the UK should have BPA. Of course this is great news and reassuring for all parents and although this is now standard for all baby bottle brands here in the UK, there are many parents who seek out further alternatives to plastic bottles. “All major branded bottles are BPA free now in the UK market, with the popularity rising in sales of glass bottles for parents who are looking for an alternative to plastic bottles.” Said Fiona-Jane. “Sales of Dr Brown’s glass bottle range has grown substantially over the past couple of years.” Although bottles no longer contain BPA, this doesn’t prevent concern by parents researching and seeking to purchase baby bottles that have ecofriendly crudentials. “The plastic used in bottles is often a concern for parents, with many asking about them at baby shows across the country.” Commented Lisa. “MAM Easy Start bottles have always been BPA and BPS free and this is now a standard for many manufacturers, as all bottles in the UK now have to be BPA free, Environmental awareness is always at the forefront of many of MAM decisions with the MAM Easy Start bottles saving up to 48% of CO2 due to their self-sterilising features. “If any parents are especially worried about plastic used in bottles, there are glass bottles to consider using. MAM offers a glass range of bottles, with a newly introduced 90ml bottle for newborns.

“There no w seem s to be ne w conc erns w ith pa rents -to- be over w heth er th eir by w ill “take- to ” a certain shba sign of te at , w hi ch lea ds toap e/paderen in vest in g in a multitude of ts un necess ary bottles , w hi ch co ac tu ally ca use confus ion to ba uld by .” Fi on a- Jane Kenw orth y All in this range are strong, durable and made of temperature-resistant glass and all MAM bottles can also be recycled.” With all this in mind, would it be fair to state that this is a category where social media plays a strong role in giving good advice and promoting brands? “New parents are constantly hungry for information and while Healthcare Professionals, family and friends are probably the first port of call for advice, social media is very important too – especially when parents are awake feeding their baby in the middle of the night, with just their phone or I-pad for company!” Said Fiona. “This is why Dr Brown’s has re-vamped both the Dr Brown’s UK Facebook & Instagram pages offering support and advice, which links through from the new Dr Brown’s website www.drbrowns.co.uk” MAM also recognises the strength of social media with Lisa stating: “Social media has been extremely important to new parents recently. MAM have a strong following on Instagram and Facebook and were able to introduce midwife online clinics and antenatal classes via social media platforms. “These were invaluable to pregnant women who couldn’t attend physical classes. Social media has also been extremely useful in the current climate with parents having to stay at home, meaning almost all research is having to be conducted online. Brands offering a quality source of information therefore have an even greater importance than before in ensuring good advice in available.” We highlight a selection of bottles and sterilisers on the following pages that are available to order now.

Accessories also available!

Grip collar

Enhanced vent system

Easy-off cap

Available from www.murrayshealthandbeauty.com plus other leading Nursery Suppliers

www.drbrowns.co.uk

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First choice Relaxed and safe feeding thanks to NUK Temperature control

Knowing exactly when baby's feed is at the right temperature can be a challenge. NUK First Choice+ baby bottles now have a built-in Temperature Control indicator located on the bottle's graduation marks that changes colour from blue to white when the bottle's contents are too hot (above the optimal feeding temperature of 37 degrees), so you can be sure your baby's milk is always at a comfortable drinking temperature. This bottle is the ideal choice for combined feeding* as the NUK orthodontic teat simulates the shape of a mother's nipple during breastfeeding which gives baby a natural and familiar drinking sensation. The innovative teat also minimises colic** thanks to the NUK Anti-Colic Air System that ensures a natural flow to help your baby drink without swallowing air. *Scientific study: Moral et al. BMC Pediatrics 2010, 10:6. For more information go to http://nuk.com/research **Independent market research among 205 mothers, Germany 2018. 99% of the mothers confirmed that the NUK First Choice+ Control bottle does not cause colic) Web: www.nuk.co.uk

Bottle and Sterilising Feeding Brands Under One Roof Pick and mix from leading feeding brands at Baby Brands Direct to ensure you have every need and style covered in store. Brands in stock with comprehensive product selection include Dr Brown‚Äôs, Lansinoh, MAM, Medela, Munchkin, NUK, Nuby, Philips Avent, Tommee Tippee and Vital Baby. New arrivals in sterilisation and proving popular particularly in the current climate are those using the latest technology in sterilising of UV light. The LED lights bounce of the speciﬁcally designed interior of the steriliser and destroys 99% of bacteria and viruses in minimal time. The Munchkin portable steriliser, ideal for soothers and teethers, works in just 59 seconds, while Vital Baby‚Äôs higher capacity unit for bottles and more works in just 11 minutes. Both eliminate the need for use of sterilising ﬂuids and tablets, water and high powered electricity and enable an easier clean with no descaling maintenance. Tel: 0208 845 5000 Web: www.babybrandsdirect.co.

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Breast to bottle Feeding time creates incredibly special bonding moments between parent and child early on. Nanobebe is an award-winning infant feeding line designed with nutrition and modern parent necessities in mind. The company has won coveted awards like TIME Magazine’s Best Inventions of the Year and prestigious parenting awards for the most innovative baby feeding tools. Dedicated ﬁrst and foremost to babies’ health, Nanobebe supports every parenting journey with innovation, convenience, and style. Their ﬂagship Breastmilk Bottle makes it easy for mums to pump, store, warm, and feed all in one. Nanobebe has quickly become a top gift for new parents worldwide. Email: l.yates@nanobebe.com Web: www.nanobebe.com

Look! The bottle that babies love! MAM Easy Start Self-Sterilising Bottle. Breast milk is best for babies. However when mums want to become a bit more flexible or involve their partner, the Easy Start bottle gives them some independence. Studies confirm the benefits of the MAM Easy Start™ Anti colic for babies and parents: thanks to the innovative vented base, babies can drink calmly and relaxed, without swallowing air. The effect: an even drinking flow and 80% less colic**. The MAM SkinSoft™ also provides a familiar feel and makes the switch between breastfeeding and bottle especially easy. This is confirmed by Market Research studies: 94%* of babies accept the MAM SkinSoft™ teat. The self-sterilising function ensures simple, safe bottle cleaning. (*Market research: 2009-2017, tested with 1508 babies). (**Field study, Austria 2011, tested with 73 mothers of babies with colic /\nMarket research, USA 2010, tested with 35 mothers of babies with colic).

Self-sterilising in 3 easy steps:

Teat

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1. Fill with 20ml of water

2. Put the bottle parts together

3. Heat in the microwave for 3 minutes

OUR SELF-STERILISING FUNCTION SAVES UP TO 48% OF ENERGY & CO2.

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Keep it clean

MAM’s range of Sterilisers of fer a quick, efficient and reliable method to sterilising produc ts.

Starting with a Microwave Ster iliser, and moving up to the MAM Electric Steriliser and Express Bottle Warmer, which oﬀers heating and defrosting as well as microwave and electric sterilising. Unsurprisin gly in the face of current events, there has been a surge in the interest of sterilising and the importance of this in baby safety and sales of this range have increased dramat ically. For those looking for a sustaina ble solution the MAM Anti-Colic Bottles self-sterilis e in the microwave, saving up to 48% of energy and CO2. Web: www.mambaby.com

Giving you ‘options’

Recommended by 92% of Health Care Professionals for the relief of colicky symptoms,* the Dr Brown’s Options + Anti-Colic bottle feeding system grows with baby and includes everything a new parent needs for their baby’s feeding journey.

parents The innovative bottles are designed to prevent colicky symptoms thanks to the unique internal vent system that’s 100% vacuum free. As baby develops, latch proper a create to contoured perfectly teat shaped breast-like a feature also bottles The can remove the vent and continue to use Dr Brown’s Options+. a er off to designed also is teat Each again. back and breast and bottle between switch simple a for making experience, and a more natural bottle-feeding consistent flow for peace of mind for parent and an easier more comfortable feed for baby. There are a selection of Dr Brown’s Steriliser options available including the re-designed Dr Brown’s Deluxe Electric Steriliser which uses steam to sterilise six bottles at once. The steriliser fits all Dr Brown’s bottles as well as the majority of other bottle brands. The grey and white styling complements modern kitchens and the easy-to-use controls feature an auto-shit off when a sterilising cycle is complete. It includes a removable tray to position each bottle for direct steaming as well as a built-in accessory tray to hold all bottle parts as well as soothers and teethers. Tongs and a measuring cup are also included. There is also a Dr Brown’s Microwave Steam Steriliser available for quick and easy fast-steaming. The custommoulded product fits four Dr Brown’s bottles of all sizes and can also be used for pacifiers and training cups. The compact design makes it easy to store away and includes tongs for removal of sterilised parts. Sterilising when travelling with baby can be tricky but the Dr Brown’s Microwave Steam Steriliser Bags are ideal – simply place bottles and parts into the bag, add water and microwave in less than two minutes. The Set includes five steriliser bags that can be reused up to 20 times. Tel: 01538 399541 Web: www.centralmedical.co.uk/dr_browns

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social media ROSS HEWITT

Physical Helps Mental So…it turned out to be a ‘thing’ after all!

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n the last article I said that by the time I’d finished writing that piece and sent it off then everything might have changed already. Exactly 46 minutes after I emailed it to Penny, we had Boris on our screens telling us that we were locked down, so that escalated a bit quicker than I expected. I always thought that 9/11 would be the global event that changed the world in my lifetime, but it is clearly this and it still hasn’t fully sunk in if I am honest with myself. I’m writing this in the first half of June, and although some elements of the lockdown have persisted we have now moved into something that removes some shackles from businesses. It seems so unfair that truly essential retailers that work in our industry had to close. Especially when April was full of busy B&Q car parks with people pushing trolleys full of ‘essential’ items such as paint brushes and Live Love Laugh signs and there were plenty of grey jogging-bottomed legs trotting out of Argos with whatever crucial plastic crap they ‘needed’ during

Image source pexels.com

But here w e are , sh op s are op en . Hope fully you ha d a goo d lon g th ink ab out th e en viron ment you no w offer for th e sh ort to med iu m term ah ea d of reopenin g th e front door s. haven ’t ch an ge dIf myoucu h th en take a moment to step ba ck an d th rou gh th e ey esseeofita nervous pregn ant lad y.

lockdown. We have toed the line and played with a much straighter bat than most other industries. Doors needed to be opened sooner. New parents need infant carriers to walk out of hospital and those infant carriers should be demonstrated and fitted in their car at the time of purchase. Pregnant couples need to browse and be able to stand behind the handlebars and try and fold a stroller and see if they can physically lift it. Remember, you sell alien products when the first baby is on the way as they’ve never had to consider or take any notice of this stuff before now. It’s OK when child number 2 is on the way, we all know that you can just carry that one around in a plastic bag and it can sleep in a drawer, but the first one is always precious. But here we are, shops are open. Hopefully you had a good long think about the environment you now offer for the short to medium term ahead of reopening the front

doors. If you haven’t changed much then take a moment to step back and see it through the eyes of a nervous pregnant lady. Are you managing to control the amount of people in the store at any one time? Is there any hand wash or sanitiser available? Does the store look and smell clean, and not because you’ve sprayed something but because you are actually cleaning every surface that gets touched regularly? Have you a series of bottlenecks on the shop floor where people cannot physically keep a safe distance from each other? These aspects and many more need to be honestly considered and

evaluated. Whether it is individually conscious or subconscious, as a population we are now mentally scarred. It will be a very long time before the sensible majority choose to rub shoulders with strangers, get into a lift, trust a door handle, feel refreshed when the air begins to circulate on the plane, have no apprehension in a hotel room, and on and on and on. If lockdown was fully lifted the day after you read this, and the Harrogate Show was next week… would you book a hotel, travel and shake hands and hug on the stands and get squashed at the Majestic bar waiting to be served? That hesitancy you just felt needs to be amplified by a factor of fifty if you want to try and understand what it feels like right now to be a pregnant lady thinking of visiting your store. If they do turn up, then respect their bravery and make sure the store feels safe and comforting and give them as much open space as you can physically offer.

They have made the effort because they need help so don’t lose a sale because you simply couldn’t be bothered to do some proper cleaning or move some cluttered POS out of the way. They will run if you offer anxiety instead of understanding. The standards in our independent stores has always been very high, and kudos to you all for that, but it needs to go further. And this isn’t for a few weeks… this is how it is now for months and months and certainly into 2021, so any hard work you put in to reorganise the store will not be a waste of time. Be sure to promote your safe environment online, through your website and social media. Make a big noise about it and keep doing the great work I have seen over the last few months. Some of you have stood in front of the camera for the first time ever and it is glorious. Keep being you, it works, and it is believable because it is real. Finally, you will not be wasting any time if you start having fun on

I alw ay s th ou ghgltobthalatev9en/1t 1 w ould be th e e w or ld in th at ch an ge d th it is clea rly my lifet ime, but ha sn ’t fully th is an d it st ill honest w it h sunk in if I a m ting th is in mysel f. I’m w ri June , an d th e fir st ha lf ofelements of alth ou gh so me ve pers iste d th e lock do w n hamoved into w e have no w re moves so met hing th at from so me sh ac kles businesses . TikTok; might as well stake a claim on the next huge social media bandwagon that your future customers are using now. High five to Pramland’s Mr Barker for his Oyster3 Woah debut on there…he

really did put the hug into thug life. Check out the lovely folk from Ewan the Dream Sheep on there too and hats off to them for seeing this thing coming months ago!! Stay safe, be kind, good luck x

Natural teething Bickiepegs Healthcare, experts in teething since 1925, have a range of products to help baby teeth naturally! Known for their 100% Natural Teething Biscuits which satisfy emerging teeth and help ease teething at the front and back of the mouth, their dual action Finger Toothbrush & Gum Massager, for 0-18 mths, cleans baby’s first teeth and gently wipes sore gums. Joining the range is NEW Peggie the Penguin Sensory Teether (3m+) including a safety clip and ribbon, Peggie stimulates touch, vision and oral development, supporting good formation of gums, teeth and jaws, whilst stimulating tongue control. They are thrilled to have won a Bizzie Baby Silver award for Peggie the Penguin and 5 star reviews from independent testers. Email: enquiries@bickiepegs.co.uk Web: www.bickiepegs.com

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focus

PARENTS INSIGHTS

A virtual world This month Jenny Kieras asks ‘What are the affects of Coronavirus on your future plans’?

Jenny Kieras Chief Operating Officer Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of 4), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents. For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. co.uk/nurserytoday or call Jenny on 0330 159 6631.

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his year we have seen that World has had to adjust to new ways of life because of the Coronavirus pandemic. Restrictions, that have been put in place by governments to save lives, have meant that people can no longer lead their normal way of life. With the closure of schools and many working from home, families have been spending more time than ever together. As restriction starting to lift it will be interesting to see what behaviours, attitudes and consumption changes parents will continue going forward. Being unable to leave the house for other reasons than essential shopping trips, an hour’s exercise or medical reasons, families have been spending a lot more time together. Parents are taking advantage of these lockdown restrictions, no longer having the daily commute or other obligations, they are able to share more experiences with their children. Our data shows that since lockdown we have seen an increase by 23% in the proportion of parents reading books with their child (42%), a 12% increase in the proportion playing with toys (46%) and watching TV (42%) with their kids and a 9% increase in the proportion creating art and craft with their child (27%) compared to the same period last year. This is one positive outcome from the pandemic that parents and children alike have enjoying spending more time together which we believe parents will make more time for in the future. Since lockdown we have seen shopping habits change. With many people having to limit their trips to the supermarket or shopping online when they can, they have had to plan out their shopping list more than before. Children are playing an increasingly important role in driving decisions within the home, seeing a 13% increase in the proportion of parents saying their kids have ‘a lot’ of inﬂuence over the for grocery items now compared to Q4 2019. Parents

and children have become more appreciative of the other’s need, which we predict going forward there will be a greater consideration place over the ‘whole’ family desires when buying items for the family. The virtual world has been imperative for people to keep in touch with loved ones as well as helping with education, shopping needs to name a few. Spending more time at home with their children, parents are also more exposed to the importance of YouTube and social media inﬂuencers among kids. Not only have we seen an increase in kids using YouTube (by 4%) but parents are also 36% more likely to be following parenting bloggers/celebrities than the same period a year ago. LadBaby (16%), Giovanna Fletcher (11%) and The Unmumsy Mum (11%) being the most popular. Meaning that consumer related products used by bloggers/celebrities will be much more at the forefront of parent’s minds, if they appeal. Brands that have helped families through the pandemic will hold lasting value. With many having to switch online for entertainment and shopping, brands have had to innovative. Parents are engaging with online retailers via social media more than previously. From our data we know there have been a 45%

increase in parents saying they use Instagram (22%) to keep up to date with shops, 40% increase using their official app (13%) and a 38% increase in parents using YouTube (11%) to compare to the same time period the year before. Therefore, brands that streamline the path consumers take from discovery to purchase have done well in these unforeseen times. Marketeers will need to be thinking of even more ways to appeal to both parents in campaigns to capitalise on this growth in mutual understanding. The pandemic has led to many changes in family’s day to day lives, with positive outcomes on family bonding time we can imagine parents will be reluctant to go back to the old ways. This is a brief snapshot of Parents Insights capabilities, but it’s clear the attitudes, behaviours and consumption of young parents are changing significantly. We’re offering brands an immersive planning meeting to illustrate how data and insights into the world of parenting can help inform advertising, content, licensing, product, marketing and sales planning. To download a complimentary Parents Insights report please visit www. parentsinsights.com/nurserytoday.

Profile BABYMOOV

Slick by name, Slick by Nature… Brand Story

Babymoov launch the ‘Slick’ 2-in-1 Ergonomic highchair and baby recliner adapted for ultimate comfort from birth and onwards.

reated from their core values of simplicity and longevity, Babymoov’s ﬂawless highchair design combines long-lasting innovation with a contemporary parent-friendly aesthetic. Babymoov began by observing family life and how parents manage meal times with their children. As well as establishing the key features that required ﬂexible functionality, factors that were highly considered when buying a highchair included ease of use, adjustability and practicality. It was quickly recognised that parents in the study were using their current highchair a minimum of four times a day. It was concluded that the Babymoov highchair’s design would be highly focused around easy maneuverability for parents, comfort for baby as well as a compact, premium aesthetic that parents would feel proud to have out on show in their homes permanently.

Ergonomic Y-shaped Structure The Slick’s signature Y-shaped stainless-steel leg frame enabled Babymoov to create both a lightweight yet sturdy chair to fully support a child’s weight from birth up to 15kg (around 3- 4 years old), allowing baby to be with the rest of the family at mealtimes right from birth. With the addition of ﬁxable wheels on the two back feet, Slick is a seamlessly lightweight and easy move highchair from room to room, place to place – even one-handed.

Memory Foam Baby Comfort Lining Known for their revolutionary medically-approved baby comfort range, it was only logical for

Babymoov to incorporate the same beneﬁts with the Slick’s dual use recliner chair for babies from birth. The light memory foam cushion liner built around the harness enables a safe and supportive resting position for baby to interact, rest and play. Similar in concept to a stationary bouncer, the height adjustable features proved to be far more ergonomic for parents when it came to a better interaction level with baby and even inclusion of family meal times around the table. As baby grows and no longer needs the additional support, the comfort insert is easily removable.

Nanotex Waterproof Seat Fabric As well as the look and feel of the highchair seat itself, the quality and durability on a highchair with this age longevity needed to be every bit as adaptable and child-friendly. For any parent who knows what mealtimes are like with a child, stain resistance and fabric protection is a priceless quality and one that only comes with specialist fabric technology such as Nanotex. Encapsulating each ﬁbre in the Nanotex treatment of the fabric, it oﬀers a long-lasting spill, stain and odour resistance, whilst

Created from the vision of three French dads in 1998, Babymoov have been an innovative leader in the Nursery Industry for over 20 years by enhancing the lives of expectant and new parents with beautiful baby essentials. With 10 children between them and a wealth of experience in and outside of the industry, Babymoov is the one baby these three men have raised together. It was quickly established early on that brand values would be to hero the real and honest opinions of parents to form the basis of their now extensive and internationally successful product range. This became the ‘Live Open Innovation’ programme, which integrates an active community of parents and medical experts to be an active part of the design team at Babymoov HQ in France. maintaining the fabric’s natural breathability. After testing variations of the technology, Babymoov chose a ﬂecked soft grey fabric with Nanotex knitted into the ﬁbres giving the Slick seat its superior performance. The seat cover is removable and washable at 30°C.

ONE Click Double-sided Swing Tray The most unique yet simplistic design feature on Slick enables you to easily lift the tray away from either side in one simple click allowing you to place baby safely in the seat before clicking the tray back into position.

Adjustable Size & Purpose

Three clever adjustability features enable Slick to be totally age-adaptable right from birth and up to around 3-4 years. Depending on whether being used for rest, play or meal time, the chair height is adjustable by up to 5 positions with a simple click at the legs. For the rest and recline position, the seat has 3 adjustable reclining positions to suit baby’s comfort. As they grow, the highchair footrest is extendable by 3 positions also. Email: sales@babymoov.co.uk Web: www.babymoov.co.uk nursery today

focus SLEEP TIME

Image source pexels.com

And so to bed The sleep time category continues to grow with innovation and safety at the core of products that are available which assist infants and parents secure a good nights sleep.

abies sleep - that’s a fact. Just like adults, babies’ and children’s sleep patterns vary. Newborns can sleep for up to 18 hours in a 24 hour cycle, three to six month olds on average eight hours or longer at night and six to 12 month olds up to 12 hours at night (of course during the night sleep can be disturbed as infants may wake for nighttime feeds or due to disturbance in sleep time patterns). However, that’s a lot of time spent in a crib, cot or toddler bed. From birth through research, parents will look for products that might have endorsement by way of, for example, The Lullaby Trust, award accolades on packaging, fabrics that have breathability or are Oeko-Tex certified. “It’s really normal for parents to be anxious at sleep time. Getting babies to drift off is the first hurdle then the worries around ‘are they too hot or too cold, is the room to light, too dark, are they sleeping in the right position?” Commented Purflo’s Head of NPD & Marketing, Lisa Joyce. We also asked Ergobaby’s Marketing Manager, Amanda Loveday for her thoughts on common parental anxieties when we look at sleep time. “A common anxiety for parents is simply how much sleep their family gets. Children need a lot of sleep during their early development but so do parents to allow them to adapt to their new lives and perform at their best. Making sure baby is happy, comfortable and safe not only allows baby to sleep well but their parents too! Ergobaby’s Sleep range is designed to transition with parents from birth to toddlerhood and includes Swaddlers, Sleep Bags and 2 in 1 On the Move Sleep Bags; everything parents need to help their child sleep soundly through the night at all stages of development.” As an industry what are brands doing to help ease these worries? “As an industry we have a responsibility to provide clear simple consistent advice, and offer products which reassure parents rather than alarm them. I’ve personally never been a big fan of digital products that give the impression it’s OK to just leave baby sleeping and the product will let you know if there’s a problem. Babies should be checked regularly and whilst they’re in your own room, perhaps for the first six months that’s easier, but when they make the transition to their own room its absolutely key to pop in regularly to check sleeping position, room temperature and that they are content.” Said Lisa. “Jargon free instructions and user advice also really help parents to create the right sleeping environments for babies too. Most parents will have had little sleep (if any sleep) so clear and straight forward advice is super important. During Lockdown, Purflo have

nursery today

been working with our Paediatric Sleep Consultant Jo Tantum to create accessible sleep advice by stage and we have posted them across our social media and website.” Of course, the first thoughts that come into play with regard to sleep time for parents are ‘what will baby sleep in’ and ‘what type of bedding to use’? Baby bedding comes in a variety of forms, from swaddles, sleep bags and baby blankets. But do we have a sufficient level of choice available with regard to bedding and as an industry are we ticking all the right boxes for the consumer, especially when we look at the type of materials and fabrics used? As a bedding specialist, we asked Bloomsbury Mill’s Marketing Manager, Angela Sanna for her thoughts. “For babies, the key focus for fabric is to be soft and gentle against sensitive skin. We believe the best available choice is organic cotton and soon all of our new-born collections will be organic. As children get older, bedding fabric needs to be a little more resilient and robust to withstand the hurly burly of active imaginations. From bed jumping to messy fingers, the fabric needs to stand the test of time and lots of changing, washing and drying.” Amanda agrees when we look at natural fabrics stating: “Natural fabrics are best for sleep products as they are more breathable, helping to prevent overheating and allow moisture to escape. Ergobaby sleep products are all made with soft and breathable 100% cotton as it stretches with any movement and is great for year-round comfort. Tog ratings on fabric are also important for parents to consider. Ergobaby Sleep Bags come in three different tog ratings to help parents achieve the optimal temperature for restful sleep.” Swaddling is an area within sleep time that has seen a growth in practice among parents. However, how safe is this practice and are they correctly being used? We asked Lisa if she felt consumers are educated in how to properly use baby swaddles. “I certainly think that expectant and new parents today have a much stronger understanding of how to use these type of products and typically if they don’t, they will take the time to read, watch or get up to speed on what to use and how.” Another form of bedding that has seen tremendous growth and awareness is the baby sleep bag, which was perhaps first brought to the UK market and generated consumer awareness was the original Gro Bag. We posed the question to Angela to find out why these are used in comparison to normal baby bedding? “Although blankets and sheets are still safe to use a big benefit of sleeping bags is that they prevent babies from kicking off the covers in the night. Sudden temperature changes can really disturb a baby’s sleep. “It’s really important to choose the right sleeping

A common anxiety for parents is simply how much sleep their family gets. Children need a lot of sleep during their early development but so do parents to allow them to adapt to their new lives and perform at their best Amanda Loveda, Ergobaby’s

The survey says…

Nursery marketing specialists, FanFinders, surveyed 500 consumers focussing on sleeptime. Here’s the results. Did you purchase a cot or cotbed?

Cot: 161 (32.2%) Cotbed: 209 (41.8%) Other: 130 (26%) Did you consider purchasing a bedside crib?

Yes: 413 (82.6%) No: 87 (17.4%) Did you research baby mattresses before buying one?

Yes: 357 (71.4%) No: 143 (28.6%) Did / do you use swaddles?

Yes: 243 (48.6%) No: 257 (51.4%) Did you look for coordinated baby bedding?

Yes: 375 (75%) No: 125 (25%) Did you buy a baby sleep bag?

Yes: 335 (67%) No: 165 (33%) Did you buy a plush product that also had soothing sounds/cry sensor technology?

Yes: 236 (47.2%) No: 264 (52.8%) For more information on FanFinders and the consumer insight they oﬀer, please call: 0203 808 3011 or visit www.fanﬁnders.com

bag for your baby. Baby sleeping bags are measured by age, and it is important not to place a baby in an oversized sleeping bag to prevent baby from slipping down into the bag. It’s also important to choose a sleeping bag that’s suitable for the season - for example, a low tog one for summer. All sleeping bags should meet the British Safety standard.” Of course, it’s not just bedding options that parents look out for in this category, there is a whole host of products ranging from, as an example, bedside cribs, cots, cotbeds, mattress, monitors, soothers and mobiles. We highlight some great products over the following pages that are all ready and available to order now.

focus SLEEP TIME

Gold standard with Mother&Baby A cleaner, fresher healthier support pillow for baby and you.

Movement monitored

Getting a good night’s rest when you’re pregnant can be a challenge, but creating the right sleep environment can help. At Mother&baby they have only used the purest organic cotton they can ﬁnd, eliminating nasty chemicals and dyes you can rest easy knowing the Mother&Baby “Gold Collection” is made using 100% GOTS certiﬁed organic cottons. Available within the range you have a 12&6ft nursing support pillows, feeding pillow, a double pack wedge and support pillow plus soft luxurious multi packs of muslins. Web: www.cuddleco.co.uk

Adjusting to a new baby is always a joyous time, but for many getting into a regular sleep time routine can be a little tricky whilst also being a particularly anxious part of the day for many parents. For the last 20 years the Angelcare Movement Video & Sound Baby Monitors have been making the sleep time routine a more secure and safe environment for both parents and babies. Being the original baby movement monitor brand, the Angelcare Monitors have the latest technology and features which have been expertly developed and improved. All the Monitors in the collection beneﬁt from the award-winning sensor pad technology which can track the movements of baby whilst they sleep allowing parents to feel secure that their baby is sleeping safety and that an alarm will only sound if no movement is detected for 20 seconds. Email: Info@hardenbergco.co.uk Web: www.Angelcarebaby.com

Sleep tight with Purflo

Purflo, the UK’s original baby safe sleep brand, have made it their mission to create safer and healthier sleeping environments for babies. Bed – a Purflo’s latest innovation is The Sleep Tight Baby a safe baby des provi that ct produ hable breat ry, revolutiona . space to rest and sleep, all day and night Sleep Tested to the most rigorous safety standards, The for ed certifi be to kind its of rst fi the is Tight Baby Bed eliminating – birth from sleep ight overn and d ervise unsup positioners. concerns raised by traditional nests and sleep sides that ured struct es featur n ructio const The beds unique to roll out. able being from baby ing stopp , shape their retain – an base at fl rm, fi the Another unique design element is t. nmen enviro sleep ight essential for a safe overn

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Email: hello@purflo.com Web: www.purflo.com

3-in-1 baby monitor offering you complete peace of mind

The original Baby Movement Monitor, which tracks the movements of baby whilst they sleep

Wireless Movement Sensor Pad with SENSASUREâ&#x201E;˘ Technology

An alarm will only sound if there have been no movements for 20 seconds

Non-contact monitoring

One-time installation

AC527

3-In-1 SensAsure Baby Movement Monitor with Video & Sound

Internet connection or an app is not needed so there is not a risk of video hacking

For more information about our products contact:

info@hardenbergco.co.uk | www.angelcarebaby.com

focus SLEEP TIME

Easy care fabrics Bloomsbury Mill’s purpose is to develop products that help make life simpler for families whilst engaging children in more fun and comforting moments at bedtime. Their bedding range is full of vibrancy and has been crafted with easy-care fabric making it ideal for busy, modern lifestyles. They also provide the additional assurance that each item is made to strict quality, safety and ethical standards, such as standard 100 by oeko-tex and other global certiﬁcations. To complement their bedding collections, Bloomsbury Mill have recently launched their baby sleeping bags made from 100% cotton muslin in their popular star print back which are back in stock from the end of August. Email: hello@bloomsburymill.com Web: www.bloomsburymill.com

Sleeptime bliss

Fully compatible Offering parents peace of mind that baby is safely within arm’s reach, the Maxi-Cosi Iora offers a stylish, cosy and secure place of rest for little ones.

Tel: 0208 845 5000 Web: www.babybrandsdirect.co.uk

From leading manufacturers Tommee Tippee and Summer Infant, retailers can access a comprehensive range of Grobags and swaddles respectively at Baby Brands Direct with no minimum order quantity or value. The Grobags are designed to replace sheets that can get tangled up or kicked oﬀ during the night need no introduction. Available in the latest prints and packaging, featuring their hourglass shape, hip healthy design with 2-way easy change zip and in a range of 3 Togs (0.2, 1 and 2.5). The SwaddleMe range has been designed with leading safe-sleep experts to provide a cosy, womblike feeling for baby and prevent the startle reﬂex that can wake up little ones. The 100% cotton swaddle is suitable from Birth to 3months and available in a range of single and twin pack combinations in a range of on trend prints and colours.

Boasting ﬁve height positions and an extra-comfortable mattress, this adjustable bedside sleeper is compatible with any bed. Plus, as baby grows, it can also be used as a standalone cot for children weighing up to 9kg. Multifunctional and lightweight, Iora also folds right down and can be taken away in its handy included travel bag, meaning that baby has a home from home on family trips too. Furthermore, the large under-cot storage basket can be used to store any essentials so that they are always to hand. Tel: 0208 82360707 Email: sales@uk-dorel.com Web: www.maxi-cosi.co.uk

Mother&Baby AntiAllergy mattresses A cleaner, fresher, healthier sleep environment - Guaranteed. At Mother&Baby they’ve been helping mums choose the right products for babies for more than 60 years and they know the one thing mums think about more than anything else is sleep. That’s why they have created the “Gold Collection”. As well as being super supportive and comfortable, each mattress incorporates the very latest in sleep hygiene technology creating a cleaner sleeping environment, but don’t take their word for it, read their 5 star real reviews by real mums @ Mother&baby. Email: sales@cuddleco.co.uk Web: www.cuddleco.co.uk

Cot Cool Revealed The summer heatwave of 2018 forced an inventive parent to develop a cooling device to help his newborn sleep safely.

Months of experimenting and testing ﬁnally came to fruition the following year, the concept was entered into the Baby Products Association Awards and scrutinised by a panel of industry experts in London. The device, aptly named the Cot Cool, was a ﬁnalist at the Harrogate International Nursery fair where it later went on to be announced Winner! Cot Cool circulates cooled air around a baby without using a water tank or harmful refrigerants. Launching this autumn in collaboration with Bébélephant.

nursery today

Tel: 07967 085927 Email: info@cotcool.co.uk Web: www.cotcool.co.uk

a safe nightâ&#x20AC;&#x2122;s sleep

Cools by 6Â°C

Low Maintenance

Circulates and Cools the air around a baby as they sleep

t No water tank to top up t No harmful refrigerants t No fan blades

Available in stylish Chrome Slate and Black Espresso, the complete system offers all your travel needs with luxury comfort and convenience. 13 piece bundle includes: Chassis, Seat, Elevator, Carrycot, Car Seat, Car Seat Adaptors, Isofix Base, Foot Muff, Seat Liner, Rain Cover, Changing Bag, Changing Mat and Cup Holder.

cotcool.co.uk | email info@cotcool.co.uk for more information

Soothes babies to sleep .......just like the car New ct u prod

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focus SLEEP TIME

Sooth to sleep We are currently seeing the value of musical cot mobiles to help parents create calm and soothing nurseries for their little ones’ nap times. Rainbow Design’s beautiful Cot Mobiles are available in Classic Winnie the Pooh Hundred Acre Wood, Guess How Much I Love You and Peter Rabbit ‘Once Upon a Time’ collections. Each mobile feature the baby soft plush characters suspended from a beautifully illustrated rotating circle fabric mobile that soothingly plays the brahmas lullaby to help baby drift of to sleep. Presented in illustrated window gift box with a handle, a cot mobile makes a useful but beautiful addition to any nursery and an ideal gift for a baby shower, Christening or a new arrival. Tel: 01329 227300 Web: www.rainbowdesigns.co.uk

From birth to toddlers Ergobaby’s Sleep range is designed to transition with you from birth to toddlerhood, giving the best night’s sleep possible along the way.

Be beside baby When your baby finally arrives, it’s hard not to want to be by their side 24/7. As one of the original bedside cribs, SnüzPod is trusted by over 200,000 parents for their baby’s sleep, oﬀering your little one a safe, independent sleeping space and a bit of peace of mind for you! When used as a bedside crib, its handy zip-down wall safely allows you to comfort and feed your baby during the night, before zipping back up to create a four-walled crib. The unique lift-oﬀ bassinet also makes naps during the day a dream. Tel: 01789 734022 Email: trade@snuz.co.uk Web: www.snuz.co.uk

The range includes Swaddlers, Sleep Bags and 2 in 1 On the Move Sleep Bags and has everything parents need to help their child sleep soundly through the night.

Ergobaby Swaddler The Swaddler’s innovative features help prevent babies from startling awake while the ergonomic design allows for natural movement of baby’s hips and legs as recommended by the International Hip Dysplasia Institute. Made of soft and breathable 100% cotton, it stretches with any movement and is great for yearround comfort.

Ergobaby Sleeping Bags A cosy blend of a soft baby blanket and a lightweight sleeping bag, the Ergobaby Sleeping Bags are designed for baby’s comfort and convenience for parents. Made out of soft, breathable, and machine washable cotton fabric, they allow babies to sleep in a safe and comfortable position. They also make it easy for parents to put baby in and take them out of the sleep bag, and ensure hassle-free, middle of the night nappy changes.

2 in 1 On the Move Sleep Bag The Sleep Bag features adjustable shoulder poppers for easy on & oﬀ, while the two-way zipper is amazing for quick nappy changes. Easily transition from sleep time to wake time using the tuck away feet holes - perfect for a new walker or toddler who’s always on the go! Web: www.ergobaby.co.uk Email: service@ergobaby.co.uk

Sleeptight with Red Kite We know how important it is for everyone to get their rest and sleep and at Red Kite they have a range of award winning Sleeptight travel cots and cribs for both home and when out and about. The Amazing Nebula bedside crib is packed full of handy features to allow safe sleeping from newborn next to bed and then for more independent sleeping as baby grows. Adjustable height options and adjustable incline to help with baby’s indigestion and breathing. Lower storage section which opens out to be a handy playpen for the baby to be safe inside when playing. Finished in high quality fabrics and wood eﬀect frame to give a stylish sleep solution for baby. Red Kite also have the Dreamer Bassinette Travel Crib which is a really useful sized newborn travel cot option that includes an easy to remove bassinette section and practical storage pockets and section under the bassinette. Fitted with two wheels means it is easy to move the Dreamer around without disturbing baby’s sleep. Amazing value and soft dove grey fabrics. Email: sales@redkitebaby.com Web: www.redkitebaby.co.uk

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BPA notice board Zoom into the future

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

On the 23rd of March 2020, most of the UK (and in fact the world) were forced to stay at home and either try juggling their work remotely or be furloughed and not work at all. For many, and not least the Baby Products Association team, the situation brought us kicking and screaming into the future, embracing technology that we had previously avoided as far as possible. Before that fateful day in March, we all enjoyed the human, face-to-face approach attending meetings on a regular basis. In fact, Robert Anslow, managing director of the Baby Products Association was rarely at home and would generally be hopping from one European city to the next representing the UK on various technical and safety committees with attendees from around Europe including France, Spain, Italy and Germany (to name just a few) as well as venturing further aﬁeld for international committee meetings. Many of us have found our days dotted with virtual meetings and get togethers with Zoom Conferences and Microsoft Teams, but as Robert explains, his last few months have included back to back Zoom meetings with international colleagues. “The committees I sit on include technical and safety experts from around the world and we meet regularly to discuss product safety and help to develop and regulate baby product standards at a European and international level. This work has remained as important as ever, and rather than jetting across to Brussels or France, we have spent many hours a

Trade show update ■ CBME Shanghai, which was due to take place in July, has now been postponed to 10-12 October 2020. More information about this show and participation in the UK Pavilion can be found on the website at www.b-p-a.org ■ Harrogate International Nursery Fair will now take place at the Harrogate Convention from 18-20 October 2020. The show will oﬀer companies the unrivalled opportunity to present products to the UK market. Baby Products Association members receive a discounted rate to exhibit at this show. Visit www.nurseryfair.com for more information. ■ Kind + Jugend - The Baby Products Association will not be organising a UK Pavilion at the show this year due to the Covid-19 pandemic.

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day in Zoom meetings to ensure the continuity of our work.” Whilst remote working is likely to remain the norm for many months to come, does Robert envisage the Covid-19 pandemic making permanent changes to future work patterns? “It has been interesting to realise that it is possible to have successful meetings remotely. It is quite a diﬀerent experience than sitting together in a room where you get a better gauge of people’s body language and can see and touch products we are discussing, as well as determine how products perform when subjected to new or existing test methods. I feel that we will revert to physical meetings once things get back to ‘normal’ but perhaps with less frequency as we can cover many aspects of our work virtually.” Robert continues: “Lockdown has proved an interesting exercise for businesses as they have been forced to explore new methods of working. Many employers have previously been reluctant to allow homeworking, but have now discovered that it can work, and work well. It will be interesting to see if this carries forward to the future with a mix of oﬃce and homeworking resulting in fewer daily commutes and a better work/life balance for employees too.”

Setting a worldwide standard A new international safety standard, which will harmonise requirements for pushchairs and prams reducing the cost of testing for manufacturers supplying the countries adopting it, is now in its ﬁnal stages. Representatives from China, Japan, Australia, the US, Europe and the UK formed this technical committee with the aim to produce a new ISO standard for wheeled child conveyances, which once published will give manufacturers the option to test to one standard eliminating the need to maintain separate stock keeping units (SKUs). Following on from the successful creation of this committee, a proposal is being launched to establish a

permanent international technical committee with a series of working groups to develop a whole range of standards for childcare articles such as carry cots/bassinets, child seats for cycles, swings/rocking chairs, cradles, bath aids/infant bath seats/infant bath tubs, baby bouncers, table mounted seats/ portable hook-on chairs, booster seats, changing tables, safety barriers, baby carriers, infant walkers, stationary activity centres, feeding bottles, cutlery and feeding utensils, soothers and soother holders. Voting on this proposal ends in early July with Europe hoping to lead the work. The Baby Products Association will report further once a decision has been reached.

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