Nursery Today by Lema Publishing

JUNE 2018 ISSUE 9 VOLUME 21 Independently audited. ABC circulation of 4,204 1 July 2016 to 30 June 2017

Products to make your sales take off w w w. h i p py c h i c k . c o m Nursery Today Cover 15-5-18 AW.indd 1

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43 4 4 4 0 17/05/2018 10:00

Smart Bags for Smart People

10 Reasons to love your Ju-Ju-Be! 01 02 03 04 05 06 07 08 09 10

Machine washable + air dry Lifetime warranty! Teflon™ fabric protector Agion® antimicrobial treatment Memory foam changing pad The ‘Mummy Pocket’ ‘Crumb Drains’ make cleaning easier Bottle pockets insulated by 3M Thinsulate™ Self-healing zipper technology High quality and durable metal hardware throughout

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contents Re g ul a r s the team Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director

JUNE 2018 ISSUE 9 VOLUME 21

Contributors 36

Nigel Plested, Chief Product and Brand Officer,

News

12 16

Diono takes us on a journey

file Retailer Pro p Talking Sho

apshot Supplier Sn 38 w Products 59 & 61 Ne roducts The Baby P 63 n Associatio

online home neat and tidy

Barking Mad John Barker focusses on stock problems faced by many independent nursery retailers.

Publisher

Mark Naish mark@lemapublishing.co.uk

Malcolm Naish malcolm@lemapublishing.co.uk

Ross Hewitt This issue Ross runs us through how to keep your

Paul Naish paul@lemapublishing.co.uk

Managing Director

Nigel Plested

The Insights People Nick Richardson, CEO, takes a look at the new

p20

generation of super-informed parents.

Circulation

Cover Story

Robert Thomas robert@lemapublishing.co.uk

Hippychick

Features

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

Car Seats & Accessories

Sleeptime

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Subscription per annum: UK £40, Europe £50 (surface), £60 (airmail)

A member of the Audit Bureau of Circulation

p42

Everyone will simply love Owl Friends, the latest fashion from BreathableBaby, This cute design in story time format will decorate any cot to create a pretty and safe environment for baby For further information, please contact rachelle.harel@breathablebaby.com

THE

BABYSTYLE TROPHY A NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 20TH YEAR OF THE NURSERY TODAY GOLF DAY

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

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/ofﬁce for one year as proof of their participation in this wonderful sport. MAKE A DATE IN YOUR DIARY Wednesday the 27th June, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

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

editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag

e are now officially half way through 2018 - where has the time gone? Summer has now arrived (although for many of us from the weather during the first half of the year, it feels as though we skipped Spring!). This issue we take a look at two product categories with the first being car seats and accessories. Many may feel that news within this category has slowed recently, however, with so much activity over the last few years with regard to iSize and high backed boosters perhaps that is to be expected? That said, car seat manufacturers never rest of their laurels, and with the third phase of iSize expected in 2020, this product sector will continue to evolve to ensure the utmost safety for infants and youngg children travelling in cars. What is of interest within this feature is the results from our FanFinders mini survey. There appearss to be good and bad news. The good news is that more than 80 percent of those surveyed said they understood what they would require to transportt their infants safely in a car, however over 50 percent stated that they didn’t understand the current laws, which clearly is cause for concern. Another aspect that is clear within this survey, is that the majority of those surveyed did not have their carr seat professionally fitted. Is this perhaps another area of concern? Is there more we need to do to as an industry to ensure this figures rises? Turn to page 20 to read more and to view car seats and accessories that are currently available to order - plus new product launches from a

Taking a look at the world of car seats - page 20

number of companies, including BabyStyle, BeSafe, Cozy N Safe, Cybex and Nuna, to name a few. Kind Und Jugend is only a few months away with the show opening their doors on the 20th September. Although September may feel a long way away, now is the time to start organising yourselves if you are attending (if you haven’t already done so!). This power house of an exhibition will feature in excess of 1,200 exhibitors from 50 countries and frequently attracts in excess of 22,000 trade visitors - can you afford not to be amongst them? With a truly international flavour, this exhibition is a great v venue for trend spotting and to see new p product launches from brands across the globe. For further information visit w www.kindundjugend.com Taking a further look at the content within this issue, you will have noticed that our cover features Hippychick. Turn to page 14 to read how this company has made it their business to ensure that their customers continue to thrive during turbulent times and meet the newest member of their team Sarah Poole, who joins as t their new Head of Sales. Based in S Somerset, and voted Best Nursery D Distributor on numerous occasions by t their customers, Hippychick strives to b bring innovative and exciting products to the market at the same time as providing exceptional customer service. Over on the news front, Joie and Nuna continue to grow at speed. As of 1st May 2018 Joie Children’s Products UK Ltd became Allison Baby UK Ltd. This new holding company will continue to house well known brands Joie and Nuna.

2017 was another fantastic year for this UK company that saw turnover targets surpassed yet again and a record sales figure of £45 million reached. Allison Baby UK Ltd has been created as the first step in an aggressive growth plan to continue the upward trajectory of Joie and Nuna, and explore adding more brands to the portfolio in the future to take full advantage of new opportunities. Managing Director, David Welsh said: “We’re committed to supporting and growing the business for everyone involved with our brands, and today have taken the first step to ensure the innovation for which we are known continues. Both retailers and consumers have come to expect top products with very competitive prices, and of course great margins for retailers, with no compromise on quality and safety.” Finally, a quick request! Why not follow us on Instagram? You’ll find us at @nurserytoday. The number of followers we have at the moment are quite… ahem… modest, but we thought we’d follow our columnist Ross Hewitt’s advice and give it a go!

A new twist on baby cups www.hippychick.com 01278 434440 nursery today

news Proving a bit of alright

NEW

Step Stool + Potty Chair

Includes FREE Potty Training Chart!

The Groegg2 was spotted earlier this month on popular Channel 5 weekday programme The Wright Stuff. The show is a magazine style programme, covering news and lifestyle. Their guest reporter was Georgie Barratt from The Gadget Show who did a segment on baby gadgets, during which they discussed three products including the Groegg2. In the segment they explained the features of the Groegg2 as a nightlight and how it can show parents whether their nursery is at the right temperature. Web: www.gro.co.uk

Halilit welcomes Lyndsey Sample

The pre-school specialists are delighted to announce the addition of Lyndsey Sample to their sales team. “This is the perfect time to be enhancing the support we are offering to our loyal customer base,” comments Amy Wildman, National Account Manager. “Lyndsey will be focussing on ensuring our current customers are aware of new developments within our core ranges, and will be instrumental in establishing some of our newer ranges such as the delightful Rosa & Bo within the market. Bringing years of industry experience and strong customer relationships with many independent retailers, we’re thrilled to have Lyndsey joining the Halilit team at such an exciting time for the company.”

Lyndsey can be reached on lyndsey@halilit.co.uk or on 01254 872454

Merlin continues to be a head turner Cozy N Safe’s 360° rotating Group 0+/1 Merlin is shortlisted in Best Baby & Toddler Gear Awards 2018. Winner of Mother & Baby’s Big Test as mums’ favourite swivel car seat, judged by Mumsnet as the Best Car Seat for Comfort, and awarded Gold by Dads Network. Mums praise Merlin for being a doddle to operate one-handed and love for its plush comfy padding and deep recline. The Merlin is now available in three colours, is isofix and support leg secured without the need for an additional base. Suitable from birth and extended rear-facing in Group 1. Tel: 01902 494905 Web: www.cozynsafe.com

#ThisTotCan For life’s little adventures info@oxouk.com www.oxototuk.com

What a space spaver!

Expanding on an already extensive range, there are now two new additions to Stamford cots and cot beds.The space saver cot accommodates a 100x50cm mattress which can be adjusted to three heights and features the same elegant scroll design as the rest of the range. With pre-orders already being placed for its August launch, the Stamford Luxe cot bed becomes the deluxe flagship sleeping option for the range. Its oversized, hand carved scrolls flow perfectly into the curved side panel and its ability to transfer between cot, day bed and a toddler bed both with and without safety rails make this a great choice for people looking for longevity from their purchases. Tel: 01652 641491 Web: www.obabystamford.co.uk

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BeSafe complete the family New from BeSafe is the BeSafe iZi Go Modular infant carrier range with new ‘white-edge’ styling which completes the family look across the next-generation iSize car seats from birth to 12 years. The BeSafe iZi Go Modular infant carrier emphasises the top safety, quality and indeed styling of the BeSafe Modular range and will certainly stand-out on your shelves. Paul Sirett, Country Manager told us: “This is another example of BeSafe adding value to our seats without increasing the prices, offering our retailers and consumers leading premium products packed full of features.” New ‘white-edge’ Infant Carriers are shipping now, so call your BeSafe contact to place your order. BeSafe… Good for Children, Good for you…

Keeping baby socks on!

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Tel: 01606 814 638 Email: sales@hts.no Web: www.carseat.co.uk

Troubled retailer announces full year results Mothercare plc has announced full year results for the 52 week period to 24 March 2018 illustrating a softening of store footfall in the UK. Highlights illustrate:

• Positive first six months but very difficult second half in UK with sales impacted by softening of store footfall and margin impacted by higher level of discounting to stimulate sales; online sales growth continues (43% of UK sales now online) • International markets remained challenging, but some recovery in the Middle East towards the end of the year and expansion of online continues • Managed cash tightly, with margin investment required to deliver an improved stock profile; action taken to reduce central costs by c.£10 million per annum • Group adjusted profit before tax of £2.3 million in line with guidance given in January; net debt lower at £44.1 million • Significant statutory loss before tax of £72.8 million due to restructuring, closure costs, store asset impairments and onerous leases • Major restructuring of store network via Company Voluntary Arrangement (CVA) and refinancing announced today to support the continuation of the transformation programme (refer to separate announcement) David Wood, Chief Executive of Mothercare plc, said: “After continued momentum in the first half, the business saw a softening in the UK market from the end of September onwards with store sales down for much of the second half. International markets remained challenging during the year, with a number of key markets underperforming, although the return to moderate growth in the Middle East towards the end of the year is encouraging. “Against this difficult backdrop, the business managed its cash tightly and delivered lower net debt than our January guidance. However, profit is significantly lower than in the previous year. “The business has modernised significantly over recent years, but we expect the changing dynamics and challenges in the retail sector to continue, so we need to move faster with the execution of our transformation plans.”

New Elmer Collection at JoJo Maman Bébé Independent baby retailer, JoJo Maman Bébé, has launched its second apparel collection featuring popular picture book property, Elmer the Patchwork Elephant. JoJo Maman Bébé and Andersen Press are working together on a number of PR and marketing initiatives to support the range; including in-store ‘Elmer Day’ activities, social media and influencer campaigns and costume character appearances. Emma Hunt, Design Manager says “The last collaboration with Elmer sold out within weeks and so we’re proud to be launching another range for 2018. The Elmer illustrations lend themselves so well to JoJo’s style with bright colours and elephants already featuring in our ranges.”

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...Easy to order directly from our NEW trade website... www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

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news Across the globe Rob R Ro ob Pascoe, Group Commercial Co C o and Marketing M Ma a Director looks back ba b a at how Gro has now become be e an internationally iin n recognised re re brand. A recent chat with our o packaging designer to t discuss languages and a translations ‘on pack’ prompted me to refl rre eflflec ect ecct on e on how far we’ve come as a company. It’s very satisfying to know that in less than 20 years we’ve gone from a small office above a nightclub to a household name in the homes of millions of parents in many different countries.

ecoming an established brand in foreign markets takes time, effort and a huge amount of work, but the rewards of course can make a huge difference to the success of your business. Before undertaking a move into a new market research is absolutely paramount. Exploring which markets would potentially be the most relevant for your product early on can save a lot of wasted time and investment. While parents around the world all want the very best for their children how they parent can be different depending on cultural attitudes. Having knowledge of consumer behaviour, how they buy, what the product’s route to market is, along with being able to manage the legal and logistical requirements of getting your product into a foreign market must all be clearly planned. Moving into a new market takes all kinds of considerations. From legalities to logistics, systems, laws, tax, currency and safety standards may well differ in a different country or continent so research is paramount. Luckily there are many resources out there to help support businesses looking to export their product. The Dept. of International Trade’s Exporting is Great initiative at Great.gov.uk is has valuable guidance and our own BPA, Baby Products Association is at the forefront of supporting the Nursery Industry in export markets. Since the very earliest days of Gro we have build relations with foreign distributors, attended international trade exhibitions such as Kind und Jugend, ABC Kids and CBME. This has really given us invaluable knowledge and feet on the ground to help us adopt a global mindset when planning new products. Making sure our offering isn’t just UK centric but appeals to a global audience giving us wider appeal and return. Fundamentally moving into international markets is challenging, taking resource and investment but the benefits in terms of sales, revenue and spreading the risk as a business from one market to many, can be the key to long term success.

Chomp the Pain Away from London to Paris The team at Cheeky Chompers are thrilled to be launching two new designs this spring. Introducing London Town and Parisian Pups, offering trendy tots the ultimate accessories to explore two of the fashion capitals. Both prints are available across two of the brands most iconic products, the award winning Neckerchew and Comfortchew. Web: www.cheekychompers.com

BeSafe Car Seats on TV

The team at BeSafe were delighted to be featured extensively on the ITV programme ‘First time Mum’ featuring celebrity Ferne McCann. Watch it back on the ITV Hub if you missed it! Ferne takes her BeSafe iZi Go Modular with new features on all her travels during the programme with many close-ups and clear branding. Paul Sirett, Country Manager told us: ‘It is always powerful to have BeSafe products seen by millions of people in this way.’ uk Tel: 01606 814 638 Email: sales@hts.no Web: www.carseat.co.

New venture for Isobel Isobel Richardson has joined Penguin Ventures (part of Penguin Random House) as Head of Brand Management from Warner Bros Kids and Family Entertainment division. Izzy will be responsible for developing and driving brand strategies for Peter Rabbit, The Snowman, Flower Fairies, Elmer and Spot, as well as managing key marketing, brand and promotional partnerships. She will report into Susan Bolsover, Director of Licensing and Consumer Products for Penguin Ventures. Isobel said: ‘I am hugely excited to be joining the Ventures team at such a pivotal and exciting time for the business, and am looking forward to working across such an impressive portfolio of renowned and well-loved brands.’ Isobel can be contacted at: IRichardson@penguinrandomhouse.co.uk

A perfect fit Norway based Stokke AS, a leading designer and distributor of premium children´s products, has announced that the company has acquired 51% of JetKids AS, and its subsidiary BarnOmbord AS. Jacob Osterhaab, Stokke CEO commented: “We’re very pleased to welcome these two new additions to the Stokke family. They are aligned with our innovation-driven growth strategy which focuses on quality, safety and function.” Web: www.stokke.com

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Babyâ&#x20AC;&#x2122;s love bathtime with Angelcare! Bath time is a special time to connect with your baby and the Angelcare Soft-Touch Bath Support and Bath Seat are perfect for creating a sturdy and comfortable experience that both you and baby will love! For more information please call: 01785 503 305 or email: info@hcotrade.co.uk

Perfect for babies from 0-10 months. follow us

@Hardenberg_Co Hardenberg&Co Ltd

news Push of a button Cybex develops awardwinning rotatable seat pushchair

ewly launched is the rotatable pushchair from Cybex that offers parents the choice between a parent-facing or forward-facing set-up at just the push of a button. Weighing only 7kg, the ultra-compact award-winning Eezy S Twist has been created for travellers who prefer their comfort with a little extra freedom and provides little ones with a whole new perspective of the world, thanks to the smart one-hand mechanism that allows quick and simple adjustment of the award-winning rotatable seat unit. The narrow footprint of only 45cm makes this 3-in1 travel system stroller perfect for public transport, narrow streets and travelling. The compact folded package, which when folded measures only 26cm x 45cm x 56cm, is small enough to fit in small car boots, under train seats and meets the hand-luggage criteria for most airlines, taking away the struggle of checking-in a stroller at the airport. Loraine Morgan, Marketing Manager at Cybex, said: “We’re really excited to be launching this new unique stroller. Here at Cybex, we understand that it can be difficult for parents to place a child in a pushchair or stroller without the urge to check on their wellbeing when out and about. “The Eezy S Twist takes this worry away and gives parents the option to position their child parent facing or outward into the world. We know that parents will love the parent facing functionality an added benefit for a stroller.” Made for urban parents, the Eezy S Twist is an innovative and lightweight travel system and features a stepless recline function of the seat unit which locks to a full lie-flat position making it suitable from birth, while the multiple backrest positions, until full lie-flat, ensure a child is always comfortable. This, coupled with independent suspension on each wheel, ensures the smoothest of rides for sleepy passengers. The Eezy S Twist is suitable from birth to approximately four years (17kg) and is available from July 2018 in national retailers and independent stores, with an RRP of £270. It is a convenient 3-in-1 travel system when paired with the Cocoon S and an award-winning Cybex infant car seat such as Aton M i-Size or a gb car seat. Cybex has also launched the Eezy S stroller, a lightweight and compact pushchair that can be used as a 2-in-1 travel system from six months to approximately four years (17kg), RRP £230.

For more information, visit www.cybex-online.com

Giveaway with Little Chick

A great giveaway from Little Chick London and BabyBase Wholesale, worth £100 in total! Whilst showing at a recent consumer show customers loved the Little Chick London Simply Swaddle, in particular the easy nappy changing feature. They have display cards which can be dressed up with their swaddle to really help retailers to demonstrate these unique features and show the product to best advantage. Four lucky Babybase customers have a chance to win one each, winners will be picked at random from orders taken throughout June. or For more info contact Babybase Wholesale on 01886 888034 email: babybase.limited@talk21.com

New appointment at Kids Kargo Kids Kargo are excited to introduce Andy Fountain as their new Marketing Director. Andy comes from an IT and Internet retail and marketing back ground. His team are shaping up for a host of new products in the pipeline. Founded in 1996 and British born, Kids Kargo are passionate about innovative design and style whilst providing great value for money. Their in-house team design and produced a range of pushchairs and baby accessories that are both stylish and affordable. With expertise within fashion, design, development, quality control and engineering, the family run business are involved in the process from start to finish, ensuring each and every one of their products meets the needs of the modern day parent. Kids Kargo know that when it comes to babies, every penny counts, which is why price is so important. They are confident that their quality products are not only multi functional, stylish, and offer great value for money, but most importantly bring luxury, cosy comfort to babies and children. Tel: 01234 757 631 Web: www.kidskargo.com

HappyHopperz arrive at Hippychick

It’s official; the brand new HappyHopperz have arrived at Hippychick! The stunning designs feature golds, silvers and fashionable pastel colours. Keeping completely on trend, the new 2018 shapes include a turquoise unicorn, green dragon and purple triceratops. It’s not all about the design features though, as well as being brilliant fun, HappyHopperz will help with co-ordination and balance skills while strengthening muscles and developing motor skills. For more information call 01278 434440 or email mike.bird@hippychick.com

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Ollie in full flight From July award winning Ollie part of the Grofriends range will be available from The Gro Company. The plush light and sound sleep aid is utterly adorable and fantastic at helping parents settle their young babies to sleep. With CrySensor technology Ollie automatically activates when baby cries, soothing little ones gently back to sleep. With coordinated Grobag and Grosnug also available Ollie makes a perfect gift for parents to be and parents of new babies. Web: www.gro.co.uk

Hippychick welcomes new Head of Sales

Sarah Poole is delighted to have joined the Hippychick team as Head of Sales to support the company’s ongoing sales growth. Having worked with some high profile brands, Sarah has an exciting track record in building sales through a diverse range of retail channels. Sarah is passionate about great products and innovations as well as exceptional customer service and is keen to work with all our retail partners to ensure they are getting the most from their Hippych ick ranges, from trusted “must-haves” to the latest practical innovations and newest designs. Sarah will be supporting Hippychick’s Sales Executive Mike Bird and looks forward to bringing her skills and expertise to the dedicated sales and custome r service team at Hippychick. Web: www.hippychick.com

Swooping to the rescue SnapDragon, the legal tech company, has announced the launch of Swoop, an automated brand monitoring platform for brand owners. Swoop has been created to enable brands to wage war with online criminal gangs of counterfeiters and copycats across all industries, including the child and baby industry. In many markets, including children’s products, fake goods can be fatal or cause serious injury because counterfeits do not conform to the rigorous quality and safety standards genuine brands must comply with. Profits from the sale of counterfeits can make their way into underground economies and frequently fuel illegal and criminal activity. Today, trade in fake goods makes up 2.5% of all world trade and is growing by 25% year on year. (Source: OECD). Rachel Jones, Founder of SnapDragon, explains why she is driven to fight fakes online: “Our goal is to drastically reduce the global sale of counterfeit goods. Fake goods can destroy brands – I should know – it very nearly happened to me! I took action to fight back and have spent the last few years helping other companies do the same. “Today we are automating that process. By enabling companies, large and small, to find fakes and by empowering them with the knowledge to take action, sales of counterfeit goods can be prevented, brands and the consumer can both be kept safe, businesses remain profitable and fund flow to criminal enterprises cut.” Web: www.snapdragon-ip.com

‘Did you Know…’ The Baby Products Association has teamed up with commercial law firm 3Volution which offers a number of valuable benefits to members. Representatives of 3Volution are often on hand at Association events such as the seminar programme at Harrogate International Nursery Fair and the Annual General Meeting to explain legal issues and answer any questions that members may have. As the Baby Products Association’s preferred legal partner, 3Volution is familiar with the baby products industry and is able to advise in a number of circumstances including: • Resolving disputes with your suppliers and assisting in the recovery of debt from your customers; • Ensuring that your intellectual property rights are fully protected, and assisting you in any disputes arising from any infringements; • Filing trade marks and design rights to protect your business and innovations; • Advising on and drafting agency agreements (a template is available on the Association’s website), distribution and licensing agreements to protect your rights, maximise the profits and limit the risks of working with third parties; • Drafting and advising on employment contracts, and assisting in pursuing claims against employees in breach of their contracts; and • Drafting and advising on supply contracts, ensuring that

Snuza makes TV debut

Snuza Hero, the award-winning portable breathing monitor, made it’s TV debut when it was featured on C5’s The Wright Stuff as part of a Baby Tech round up. top Gadget Show presenter Georgie Barrat was on the show to talk about her great a received Hero Snuza the and baby for available finds of tech products reaction, being labelled as ‘really clever’ by Georgie. ome.com For more information on Snuza, contact Rebecca.fuchs@nimansh

your needs and products are protected should the other party enter into insolvency. Baby Products Association members an enjoy the following benefits from 3Volution: • Free initial telephone conversation • Free brand protection assessment • Free two-hour legal audit (excluding travel expenses) • Quarterly newsletter

www.thebpa.eu

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retail

BABYDEN

Den of knowledge This issue we question Penny Aspinall, Manager of Babyden Stores to find out more about this growing independent retailer. Firstly can you give us a little history behind the Babyden Stores?

The Babyden Stores are owned by large pharmacy chain in the south east - Paydens, who originally purchased both independent nursery retailers in the high street in Cheriton, Folkestone and then opening their branch in Kings Hill, West Malling. Both showrooms are set within Pharmacy stores but we really work with the ethos from our previous store Renhams Nursey Store- giving the best customer service from our expert staff. Although we are owned by a large chain we give a personal service, building relationships with our customers to ensure they get the products best suited to them.

You have two flagship stores, can you tell us a little

about them? What was the decision behind the location of each store? The Kings Hill store is set across two floors in the centre of a small village, with the Folkestone store located in Cheriton High Street. Both are large stores so can accommodate us well with large storage areas too.

What would you consider to have been your biggest challenge over the years?

The business has changed massively over the years and I would say our biggest challenge is pricing - trying to maintain a profit whilst being competitive.

How do you manage your shop floor space?

We have several manufacturers stands as well as our own custom made ones. We try to utilise our space wisely. Every product in our stores needs to earn their space.

Are brands important to your business?

Yes brands are very important, many customers know exactly what they want and know all the leaders. A brand name can be more important to some customers than functionality. We try to have a wide variety so that customers really do have a good choice to select from.

Do you feel that you receive adequate support from the brands that you stock?

We have great relationships with most of our suppliers and feel that the reps really do support us. We are in constant contact with the reps and see them on a regular basis. We are kept informed of the latest stock updates and newest trends which is key to the ordering process.

How do you keep abreast of current trends with the From left: Penny Aspinall and Holly Morrison 12

nursery today

“ The

rranges you offer to your ccustomers?

customer ha s so muc h in form at ion HHow do you source new - do you attend at th eir pproducts sspecific trade shows for fin gert ip s eexample? to da y th at DDo you feel we see sufficient products and innovation th ey kn ow ntnew throughout the year? a lot be fore th ey vi sit Do you feel that your D us . ” cu customers are better W try and listen to customer feedback We aand follow up enquiries about new products. We keep informed through p ssocial media and of course Nursery T Today magazine and their useful regular n news emails.

W attend both Cologne and Harrogate We aand any events that the suppliers hold!

Yes. We are constantly seeing new Y m models, colours and products. Sometimes it it’s hard to keep up with the forever ch changing world of nursery!

info informed/educated on nursery products when they arrive in store? Yes, the customer has so much information at their fingertips today that they know a lot before they visit us. They will also take advice from family and friends. Sometimes it’s not always positive, especially if they have read a poor review or someone they know has had a bad experience, this is where our knowledge and expertise comes in. We would rather someone visited us several times and made an informed choice than made a hasty decision and it was the wrong product for them.

How do you drive awareness to your stores? We use social media platforms including Facebook, Instagram and Twitter. We post regular updates to keep our followers informed of new models and progress within our stores, this also helps to gain

more interest, therefore more followers and hopefully more trade. We encourage customers to leave us online reviews so feedback can be seen by future customers. Also, as we are part of such a large company, word of mouth and customer reviews are great for us.

Do you offer the same promotions and product in-store as you do via your website?

We like to always have a promotion in store and will buy into suppliers promotions to offer the customer a deal.

How important is your website to your business?

The website is really used as a shop window. At the moment it is being re-built so itâ&#x20AC;&#x2122;s not a prominent part of our trading at present.

Do you utilise Social Media and if so, what benefits do

you feel you gain by using these type of platforms?

As stated, we have a presence on Facebook, Instagram and Twitter which we try to update as much as possible and use this to interact with customers. We find we get a lot of questions through our Facebook page which is an easy way for potential customers and us to communicate.

Finally, can we expect any expansion plans or exciting news announcements on the horizon?

Both stores are having small makeovers as we speak to enhance the shopping experience for the customer and give us more space to display products. As we are owned by a large company, the potential to open another store is always there - watch this space!

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Cover Story Hippychick

Hippychick are here to help With 6,000 shops closing in 2017, and 650 already gone in 2018*, there’s no doubt that the retail market is tougher than ever. ippychick have made it their business to ensure their customers continue to thrive despite these turbulent times and have an excellent team in place, including a new Head of Sales at the HQ in Somerset, to provide dedicated retailer support. Julia Minchin who originally founded Hippychick commented: “We owe much of our success to independent retailers. Here at Hippychick we have always loyally supported this sector and we wanted to take this opportunity to let those who don’t work with us already know about our comprehensive support package.”

Hiipychick have made it their goal to ensure their customers don’t become a part of these statistics because, despite the convenience of eCommerce and the vast number of online purchases made every minute, consumers still enjoy the thrill of seeing, touching and engaging with a product. Based in Somerset, and voted Best Nursery Distributor on numerous occasions by their customers, Hippychick strives to bring innovative and exciting products to the market at the same time as providing exceptional customer service. *The Guardian

Why work with Hippychick?

Meet Sarah

Sarah Poole is delighted to have joined the Hippychick team as Head of Sales to support the company’s ongoing sales growth. Having worked with some high profile brands, Sarah has an exciting track record in building sales through a diverse range of retail channels. Sarah is passionate about great products and innovations as well as exceptional customer service and is keen to work with all our retail partners to ensure they are getting the most from their Hippychick ranges, from trusted “must-haves” to the latest practical innovations and newest designs. Sarah will be supporting Hippychick’s Sales Executive Mike Bird and looks forward to bringing her skills and expertise to the dedicated sales and customer service team at Hippychick.

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• Well established company with a reputation for distributing nothing but high quality products • Pride themselves on excellent customer service and communication • Offer free carriage on orders over £299 net • Known for their easy ordering and fast delivery service • Online ordering available • Flexible, supportive and easy to deal with • Access to an extensive trade image library • POS available upon request – image to go along side • Dedicated Account Manager to assist you with all your needs • Product training and rep visits available upon request • PR and advertising campaigns to support the products • Products guaranteed to bring customers through the door. • Exclusivity – you’ll only find it at Hippychick. • Innovation – products that are truly unique • Support with regular promotions

New arrivals at Hippychick • Six stunning new Classic World toys • The much anticipated Twistshake Click Mats • Brand new Wallaboo Baby Carrier • Great new colours join the Wallaboo Footmuff collection • Three exciting Wheelybugs – A unicorn, lion and dog • Contemporary new designs of Bumkins Bibs

ippy ch ic k H of er om st cu a en be e We’v have alw ay s e w d an s ar ye r u fo er ov fo r it h th e sa les ha d a good re la ti on sh ip pwen dent toy sh op de te a m th ere. A s an into ab le to have it ’s imp ortant to us abbeout w ha t is cand id conver sa ti on s d w e app reci ate an w orking an d w ha t is n’frt,om H ippy ch ic k to th e supp ort w e get ee d in a very often m ake ou r business succron ment. B rand s ch alleng in g reta il en vi appy H opp erz are such as N attou an d H ul ar w it h ou r grea t qu al ity an d p op sp ec ia l gi ft customer s look in g fo r a Limited

“

y Shop Rachel Fairhurst, To

”

SPACECOT – the easiest fullsized travel cot (made on earth by A Little Bit Brilliant) • Opens in 1 and closes in 3 seconds • Weighs just 6kg • Compact fold for storage or travelling

• All the strength and comfort of a permanent cot • Cot layer and travel bag included • Foldable integrated mattress • Machine washable cover

Are you stocking Hippychick’s current top sellers? 1. Piu Piu Octopus from Nattou 2. 260ml Anti-Colic Baby Bottle from Twistshake 3. SpaceCot Travel Cot 4. Tidy Tot Bib & Tray Kit 5. Classic World Crocodile Balancing Game

For more information visit www.hippychick.com or email mike.bird@hippychick.com

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talking shop This issue we’re talking car seats. We spoke to a number of independent retailers with regard to their general thoughts on this product category.

Jason Heller HUGGLE LTD

Do you feel that news and information on the car seat sector appears to have slowed down recently? I think so - however given that we have come out of a period of massive innovation, new technology and legislation within the car seat sector over the past couple of years this was always likely given how much new information has been shared with the public about iSize, front/rear facing, side impact, high back boosters, self inflating air bags, etc. during this time. Are more parents buying into the group 1/2/3 category after their little ones have outgrown their infant carriers? Our customers still understand the value in investing in a good Group 1 car seat after theirs kids outgrow the infant carrier, before buying a separate Group 2/3 seat at a later stage. This is certainly a growth category for huggle with the launch of Cybex Solution Z Fix really driving sales for us across the category with Maxi Cosi and Besafe. Are we seeing an increase in a more ‘mix and match’ approach of chassis with alternative infant carriers being purchased from a different brand? We have always seen a large mix and match approach to many of our travel

system sales with Maxi Cosi obviously driving that for us. However lately we have seen een an increased attached ed rate for Babyzen and Stokke chassis and with Egg launching the new car seat collaboration and UPPAbaby finally launching an infant carrier this will clearly continue. Do you feel as an industry we are sending out a strong message with regard to car seat safety? Overall, the industry has been good at communicating the importance of car seat safety over the past couple of years and with the new innovation, standards and technology available. Of course it can always be better, and some of the product issues or poor testing standards of some of the cheaper car seats in the market place clearly have a way to go to improve.

Andrew Hammond 123ABC

Do you feel that news and information on the car seat sector appears to have slowed down recently? There is no doubt there are less headline news recently than we experienced a year ago but there still a lot of confusion from customers re booster cushion purchasing/using. Are more parents buying into the group 1/2/3 category after their little ones have outgrown their infant carriers? We are experiencing continued growth in 1/2 rather than 1/2/3 after they have outgrown the infant carriers as consumers are happy with looking at more short term suitability rather than gamble on something that might not last as long as the term of a 1/2/3 car seat. Group 0+/1 is also very strong at the moment with a big focus on spin seats working very well. Are we seeing an increase in a more ‘mix and match’ approach of chassis with alternative infant carriers being purchased from a different brand? With brands like Venicci, Silver Cross and Stokke offering their own car seats we find 99% of customers are happy to purchase all product from these brands. Of course there is a few wheeled goods companies who do not offer car seats and customers are usually happy for us to advise on the best and tested infant carriers that are compatible for their new pram. Do you feel as an industry we are sending out a strong message with regard to car seat safety? There is no doubt that there is now so much information out there with regard to car seats from all manufacturers and retailers - it’s all there for a customer to research, however I often wonder if it was possible for an industry standard easy handy guide in consumer language could be put together from all the car seat manufacturers and used as the “easy guide to car seats”. This m would be a great help to consumers understanding the complex w world of car seats and their safety. w

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Ian Donaldson

KIDS TALK

I don’t do huge business on car seats other than the travel systems by Babystyle, Davos and Roma so I feel I have limited knowledge and all sales are infant carriers. I can say that customers are much more informed regarding car seats and changes in the law but the majority though are not fully clear on laws and how they effect them. So I’m not sure how they are getting the information and how clear it is? As with most of these new laws everyone has an opinion to get across. As with most laws or guide lines they can be very open to interpretation. Approximately half my sales are now pram and buggy only with the car seat being a separate purchase as customers are looking to future fitting of car seat systems. As part of my discussion with customers looking to buy I ask them about the type of lifestyle they lead, for example, do they use car a lot or if they are using public transport and walking and if they are aware of the new laws in place. I highlight that manufacturers have adapters for most major car seat brands if they wish to choose a different car seat system and which ones will suit their pram.

Sara Hubbard

WHITES FARM BABY BARN Do you feel that news and information on the car seat sector appears to have slowed down recently? With relation to social media, we feel exposure of car seats and information has decreased; for a while we saw nothing but reviews, forum posts and parent-run sites discussing benefits of many different car seats. Now however, we have seen an influx of customers coming to independents or car seat manufacturers for their information, which we feel can only be a positive step. Are more parents buying into the group 1/2/3 category after their little ones have outgrown their infant carriers? We don’t think so. Although this is still a consideration for many parents, most of our customers seem to prefer a seat tailored to each specific category. With the increase in babies being born much closer together, a lot of parents will use a seat for multiple children, meaning the 1/2/3 category wouldn’t be suitable. Are we seeing an increase in a more ‘mix and match’ approach of chassis with alternative infant carriers being purchased from a different brand? Yes; we have noticed that a lot of our customers are looking at their car seat system as a completely separate purchase to their pram; although they can appreciate the benefits if the two are compatible with each other. They are considering safety over something “quick and easy”. Do you feel as an industry we are sending out a strong message with regard to car seat safety? In our opinion, the message is not strong enough. We believe that a car seat should still only be an in-store purchase. Being able to buy a car seat online without any physical car seat check means that the risks of incorrect fitting are increased. We feel that with this being said, even in-store purchases should not be authorised unless the car seat has been fitted for the customer by a fully trained member of staff. There are many factors to be taken into account with car seats, and all eventualities should be explored with the customer in person.

It’s good to talk! Fancy having your say about the nursery industry? Just drop editor Penny Franks an email at penny@lemapublishing.co.uk. You and your business could appear in the next issue of Nursery Today.

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Advertorial DOREL

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focus CAR SEATS & ACCESSORIES

Baby driver Car seats are still a dominant force within our industry and as a legal requirement these are a staple product for many retailers. hat’s the current buzz in the car seat sector? Has the sector gone quiet lately with regard to news? We spoke to a number of industry heads and independent retailers to find out their thoughts. Firstly, we asked Luke Burns (General Manager UK/Ireland, Cybex) whether he felt that news and information on the car seat sector had perhaps slowed down recently? “I don’t believe news and information on the car seat sector has slowed down. There is still a great emphasis on iSize with this coming into effect from 2020 and more people are beginning to understand it and know what to look for.” Said Luke. “However, I think there needs to more information out there regarding the right car seats that parents need to use depending on the age and weight of their child and what they need to move to the next car seat stage.” Jason Heller (Director, Huggle) feels that due to so much activity recently, it is probably expected that we see a quieter moment with regard to news announcements. “Given that we have come out of a period of massive innovation, new technology and legislation within the car seat sector over the past couple of years this was always likely given how much new information has been shared with the public about iSize, front/rear facing, side impact, high back boosters, self inflating air bags, etc. during this time.” Are we also perhaps experiencing a trend whereby consumers are now having a more ‘mix and match’ approach when it comes to buying their first infant carrier. Are new parents aware that you can buy varying branded car seats to suit a pram? We asked independent retailer Sara Hubbard (owner, Whites Farm Baby Barn) for her thoughts. “We have noticed that a lot of our customers are looking at their car seat system as a completely separate purchase to their pram; although they can appreciate the benefits if the two are compatible with each other. They are considering safety over something quick and easy.” Huggle customers have demonstrated this trend for a while. Jason told us: “We have always seen a large mix and match approach to many of our travel system sales with Maxi Cosi obviously driving that for us. However lately we have seen an increased attached rate for Babyzen and Stokke chassis and

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Image courtesy of Nuna

with Egg launching the new car seat collaboration and UPPAbaby finally launching an infant carrier this will clearly continue.” Many in the industry have also noticed an increase in the growth of sales within Group 1/2/3, Paul Sirret of BeSafe informed us that this is where they are currently seeing their greatest growth rates, while Damon Marriott (UK Product Manager, Joie) told us: “Multi-group seats appear very popular at the moment. We’ve seen big increases in sales for our specific 1/2/3 seats - Elevate a great value option and the new Bold with its extended 5-point harness use up to 25kgs. “However within our multi-group portfolio the group 0+/1/2/3 seats continue to be the most popular with very strong demand from retailers and consumers. Parents really appreciating features like extended rear facing and with the addition of Isofix to our most popular multi-group models we expect to see continued growth.” Cybex are also experiencing the growth in popularity within this Group with Luke stating: “We are seeing more parents buying into the group 1/2/3 category but the great thing about our car seats is that they are designed to grow with a child. “For example, our Pallas S-Fix (with the impact shield) can be used from nine months and when the shield is removed, it becomes the Solution S-Fix which can be used from three years to 12 months. A rear-facing car seat, such as our Sirona S i-Size, is also a preference for more parents as it reduces the risk of injury in a head-on collision by more than 80% when compared to a forward-facing car seat system.” Finally we asked independent retailer Andrew Hammond (123ABC UK Ltd) whether he felt that as an industry we are sending out a strong message with regard to car seat safety? “There is no doubt that there is now so much information out there with regard to car seats from all manufacturers and retailers - it’s all there for a customer to research. However I often wonder if it was possible for an industry standard easy handy guide in consumer language could be put together from all the car seat manufacturers and used as the “easy guide to car seats”. This would be a great help to consumers understanding the complex world of car seats and their safety.”

The survey says… Nursery marketing specialists FanFinders surveyed 1500 consumers via their platform Your Baby Club focussing on car seats. Here’s the results. Were you brand focussed when you bought your first car seat?

Yes: 602 (40.1%) No: 898 (59.9%) Did you understand what you would require?

Yes: 1214 (80.9%) No: 286 (19.1%)

Do you feel you understand the current laws?

Yes: 648 (43.2%) No: 852 (56.8%)

Did you buy your car seat in a shop or online?

Shop: 964 (64.3%) Online: 536 (35.7%)

Did you have your car seat professionally fitted into your vehicle?

Yes: 513 (34.2%) No: 987 (65.8%) Did you also purchase accessories at the same time as your car seat (for example shoulder straps)?

Yes: 619 (41.3%) No: 881 (58.7%) Did you buy a car seat that was a differing brand to your pram?

Yes: 779 (51.9%) No: 721 (48.1%) Once your child had outgrown their infant carrier, did you buy a car seat that would take them through the remaining stages (group 1/2/3 for example)?

Yes: 1064 (70.9%) No: 436 (29.1%)

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focus CAR SEATS & ACCESSORIES

llution Compatible so new Oyster Carapace Infant

the Recently on show at Harrogate were g with the Oyster Duofix iSize alon seats iSize and Carapace Toddler Isofix base. patible with a wide selection The Carapace Infant iSize seat is com k ‘n’ Go Technology’ and of strollers and features integrated ‘Clic be quickly and safely moved intuitive release buttons allowing it to stroller. between the Duofix i-Size base and be positioned on the Oyster can iSize The Carapace Toddler 40cm up to 105cm (app. 4 Duofix iSize base rearward facing from ths when head and neck muscles years) or forward facing from 15 mon to self-support. gh enou are deemed to have developed iSize include a side-impact dler Tod pace Cara Key features of the facing recline option, easy defence system, rearward and forward lder and crotch harness pads shou harness and headrest adjustment, r. cove able and a removable and wash be available from June 2018. The Oyster Carapace collection will Tel: 01509 816444 Web: www.babystyle.co.uk

Newly launched Kids Kargo recently launched their own car seat, The safety Pod. Safety is the number one priority for all parents and the Pod car seat is designed with that in mind. It is suitable from birth to 13 months old, it includes a fabric sun roof, luxury padded head protector, shoulder pads and crotch pad for extra comfort. It is currently compatible with their Duellette pushchair range that includes the Duellete BS, Jupiter, Cria and Hauck Duet. It is available in a range of colours with a detachable fabric cover (washable cold wash). Tel: 01234 750333 Email: Andy@ kidskargo.com Web: www. kidskargo.com

Completing the family

The launch of the World’s first iSize Highback Booster – BeSafe iZi FLEX FIX – completes the family of next-generation iSize car seats from birth to 12years. BeSafe are the World’s first to offer a complete family of seats approved to the very latest iSize Regulations. Paul Sirett, Country Manager told us: ‘The BeSafe Modular range and new iZi FLEX FIX offers our select retail partners a simple ‘sell’ for their customers, offering state-of-the-art premium products packed full of features.’ New iZi FLEX FIX and ‘white-edge’ Infant Carriers are shipping now, so call your BeSafe contact to place your order. BeSafe… Good for Children, Good for you… Tel: 01606 814 638 Email: sales@hts.no Web: www.carseat.co.uk

Functional style Stylish – Funct

ional – Practical – Durable. Protect car upholstery and keep everything in its place with the comprehensive range of car accessories from Prince Lionheart: Family Owned Since 1973. Be organised on-the-go with the Prince Lionheart Travel Orga ganise niser: r: easy adjustable inner compartments, insulated ed drink holders and 6 side de pockets with rear ancho ors rs to prevent sliding. The long-standing favourites live on: 2 stage ge seatSAVER (protects from every day litter and nd crumbs and also from the compression damage caused by infant and booster seats); Baby viewMIRROR, is a must st for parents to safely keep an eye on what’s going on in the back without having to turn around whilst driving; the Backseat kickMAT: protects back of seats from muddy shoes. Tel: 020 8997 7054 Email: uksales@ princelionheart.co.uk

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Euro Stock Traders Ltd Nursery Today Magazine 24-05-2018 vector v2.pdf 1 24/05/2018 16:47:41

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focus CAR SEATS & ACCESSORIES

Premium choice Bolton-based Baby brand Cosatto are leading the way with their new Premium Car Seat collection. This three piece collection is packed full of safety tech. Introducing Dock, Den and Come & Go. Cosatto have heard your call’s and answered... Come & Go is their first Extended Rear Facing Car Seat (plus the 1st patterned ERF to Market.) It’s the 360 swivel, extended rear facing superstar. It’s suitable from birth to four years old (18kg) and offers 1st class security with Cosatto’s award winning Anti-Escape system, deep side-wing impact protection and extended rear facing mode. In true Cosatto fashion, comfort and safety is the combined. With , the Come and Go, security and style are combined thanks to plush padding n. relaxatio in-car ultimate for headrest le adjustab laid-back reclining seat and ‘Come and Go’ as you please; this car seat is simply twirl-tastic - spin your child to face you for easy access from the car door. No more stretching and leaning in when lifting baby in and out or doing up the harness. Come and Go provides the best of ease and safety with an integrated with a ISOFIX base. Plus, for that added peace of mind, the ISOFIX base fits satisfying click.

Tel: 08000 149 252 Web: www.cosatto.com

Comffy on the move C

Cushy Straps from Summer Infant are super-soft straps designed to provide extra padding and comfort for babies on the go. The harsh material of standard seat belt straps can sometimes cause irritation for babies when travelling in their car seats; whereas Cushy Straps are made from a soft velboa and are kinder and gentle r on babies’ delicate skin. The strap covers are simple to use and attach easily with selffasteners to standard seat belt straps. Designed with cute little bears on either side, Cushy Straps help make journeys more fun and comforting for babie s.

Web: www.summerinfant.co.uk

Safely Driven. Comfortably Delivered ‘Improved comfort equals greater safety’ according to Cozy N Safe Uncompromising on safety, Cozy N Safe believes that through making their car seats more comfortable, children will be better rested and less likely to create distractions by fidgeting on car journeys. In an anonymous survey, Cozy N Safe asked 716 mums and dads about the car seats they were using. The results showed that Cozy N Safe car seat users were up to 10% more satisfied by their seat’s depth of protective padding and level of comfort.

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This superior level of comfort is created by Cozy N Safe’s high density, energy absorbing polyurethane foam which provides the best possible cushioning for comfort and ultimate impact protection. Suitable from birth, both Merlin and Arthur softly cocoon newborns and children up to 4 years rear-facing. Award winning 360° Merlin has been awarded ‘Best for Comfort’ by Mumsnet. Tel: 01902 494905 Web: www.cozynsafe.com

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03/08/2017

15:24

flat out finest

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meet i-Levelâ&#x201E;˘

For all sales enquiries, please contact Joie UK on 01889 808 900 or email: uksales@joiebaby.com

& relax!

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A dreamy day-tripper that does more than most when on the roam or even at home. With i-Size security plus stretch and snooze Intelli-Snugâ&#x201E;˘ tilt for a healthier, safer, cosier carrier.

focus CAR SEATS & ACCESSORIES

Keeping car journeys stress frfroeme

Easy to install

The ABC Design Hazel Group 0+ infan t car seat has been especially designed to offer comfort and safety when travelling, suitable from birth to 13kg. The integrated seat cush ion provides good support for baby’s precious back and spine whilst the side impact protection and three-point, one pull harness ensure ultimate safety. For even easier installation, the ABC Design Isofix base allows quick and easy removal from any com patible vehicle allowing little ones to enjoy the journey in an ergo nomic seat with optimal protection whilst parents can concentr ate on driving.

Tel: 01652 641491 Web: www.abc-design.uk.com

r The Seat Back Organise for ave st-h Clippasafe is a mu ldren on chi ir the e tak o parents wh p kee to car journeys and want ee agr ts ren Pa them entertained. in ard Aw ld Go a as it scooped g 2017 from parent testin by. ba zie Biz n, tio isa an org tes Great for short commu p kee to g pin hel for t and perfec s; trip kids occupied on longer straps the organiser features the front to ily eas it that attach keep to es uch po s ha It seat. d an oks items like toys, bo d iPa an s snacks in, plu so viewing compartment . very own seat back TV children can have their iser praised the usability gan Or ck Ba t the Sea One tester who tested product, especially for duct: “This is a brilliant pro the of do ce ien ven and con films when we have to r really enjoys watching hte s ug ttle da bo My ing s! nk trip dri g lon o fits her so this is perfect and als long haul trips to family, !” in. Well worth the money quality and made the car to say: “It’s very good ce to Another tester went on my fiance’s face. A pla ich put a huge smile on cket po let tab e Th es. a much tidier place wh wip spare nappies and d an nk dri ck, !” sna ney s, store car toy s great value for mo more bearable. This wa makes longer journeys ppasafe, says - “We’re Cli of tor naging Direc Roger Cheetham, Ma products, but also those need for not only safety as always responding to a essful. We see our range str lives easier and less ts’ ren pa g kin ma at aimed convenience.” ld safety and parental a one-stop shop for chi Tel: 0115 9211 899 co.uk Web: www.clippasafe.

Sleek design The Easymaxi (Group 0+) infant car seat is designed with additional side impact protection in the head wing and hip areas, offering excellent protection. It includes two additional newborn support cushions, and the breathable seat fabric is removable for washing. It can be installed easily with the vehicle seatbelts, although an Isofix base is also available for extra fast and easy fitting. Easymaxi can be fitted to all Bebecar EL chassis without and is available system, travel complete a form to additional adaptors, in a wide choice of fabric colours to match Bebecar’s pushchairs and accessories, including the stain-resistant Magic fabrics. Tel: 01692 408801 Web: www.bebecar.co.uk

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Fit for a King Due for arrival this summer, Cozy N Safe’s NEW Group 0+/1/2/3 Arthur is set to be the premium choice among multi-stage car seats. Much more than a just another multi-stage car seat. Arthur is the ultimate throne for champions. Uncompromising in its attention to child comfort and safety, Arthur is built for strength from an injection moulded shell and steel frame and padded with a superior quality, impact protecting, high density polyurethane foam. With deep recline and a lie flat wedge, Arthur is ideal for newborns and also enables Group1, safer extended rear-facing option. Tel: 01902 494905 Web: www.cozynsafe.com

focus CAR SEATS & ACCESSORIES

Light weight design

ld Going for gold

The new Gold Sirona S i-Size is i-Size approved, in compliance with the i-Size standard (ECE R-129), and features a 360° rotating car seat to offer maximum safety for a child. The car seat, which can be used from birth to approximately four years, ensures parents no longer have to suffer from back pain to lift their child in and out of the car seat or put themselves in an awkward position. Thanks to the innovative one-hand 360° rotating mechanism, it allows for easy entry and exit in and out of the car. The Sirona S i-Size features the latest in pioneering safety features including Driving Direction Control, the parent-friendly technology, which prevents misuse of the forward-facing position before the child is at least 16 months old or 76cm tall. Using a rear-facing car seat also reduces the risk of injury in a head-on collision by more than 80% when compared to a forward-facing car seat system. A rear-facing car seat is also the safest way to travel and the Sirona S i-Size will keep children safe and comfortable up to 105cm (approximately four years). To ensure superior safety, the car seat also reduces the forces on the neck of a child during a front crash thanks to the Energy Reduction Technology, whilst the integrated Linear Side Protection system protects a child in the event of a side-impact collision. The Sirona S i-Size features a one-hand recline and rotation function, allowing parents to adjust the seat while keeping the other hand free. For comfortable sleeping and travelling, the car seat can be switched to five reclining positions when rear-facing and three reclining positions when forward-facing. Additionally, the height-adjustable headrest can be customised to 12 positions to offer maximum comfort for a child. Web: www.cybex-online.com/gb

Introducing the latest edition to the Nuna car seat family – PIPA lite lx, the lightest car seat on the market, weighing in at only 2.6kg!* A new little one brings a whole new meaning to your life. And you want to give them the very best, and its feather weight design makes it easy to do just that, naturally! With its Merino wool, TENCEL lyocell fiber blend fabric, the PIPA lite lx is soft and cosy for baby, but smartly sourced materials mean no additional fire-retardant chemicals. The PIPA lite lx includes the PIPAFIX base, so be ready in a moment’s notice with its seriously strong and simple install, or tote for longer with its light weight design. *Excludes canopy and inserts Tel: 01889 808900 Web: www.nuna.eu

Be bold Joie Bold, three seats in one super transporter is designed to grow from nine months to 12 years old. The Bold stands out from the crowd providing 5-point harness security up to seven years old (25kg), converting to a belted booster from 15-35kg. Joie ISOSAFE connectors, top tether and vehicle belt combine for a safer, stronger installation. And powerful side impact protection with Guard Surround Safety panels that shield little ones from head to hip. For ease of use the Grow Together multi-height headrest and harness system enables quick, simple adjustment with one-hand to 11 positions as your child grows, no rethreading of harnesses required. Additional features include three recline positions, removable body support for younger children and a cupholder that attaches on either side of the child seat. Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

Perfect for travel Travel Grobags are perfect on days out or trips away from home with the clever design features making it ideal for travel and transitioning babies from car seat or buggy to cot. Suitable for use with a five point harness the Travel Grobag is an essential when holidaying with young children as well as being fantastic for visits to friends and grandparents. The familiarity of a Grobag helps to settle baby when away from home. Available in 3 togs to keep baby comfortable including the 0.5 tog it is great for hotter days and holidays abroad. Web: www.gro.co.uk

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OPTIMISED SAFETY FOR YOUR CHILD 360Â° convenience for you

SIRONA S i-SIZE

360

From birth - 105 cm (up to 18 kg, approx. 4 years), UN R129/02

REAR-FACING UP TO A HEIGHT OF 105 CM (APPROX. 4 YEARS) COLOURS

EASY ENTRY & EXIT POSITION DRIVING DIRECTION CONTROL

For further information contact your Cybex Account Manager. Alternatively call our Customer Service team on 02074 264 938.

CYBEX-ONLINE.COM

ALTERNATIVELY FORWARD-FACING FROM MIN 16 MONTHS AND 76 CM

feature tur re DIONO

Give me strength Every hour in the USA a parent chooses a Diono car seat. Here we look at why.

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hen Diono talk about design and engineering it comes from a ‘believe in better’ standpoint. They genuinely want everyone to enjoy the parenting journey, which is why the team at Diono consider every little element when they are designing their car seats and travel accessory products. It’s the little things that make life just that little bit simpler, no wonder their car seats are loved by millions of parents around the world. So, when they created the Radian 5 series they lovingly engineered a seat without compromise, constructed for durability, refined for journey after journey and, quite uniquely, assembled by hand. Sleek and stylish with all the practicalities that you could possibly need, if you want to avoid those bulky car seats, look no further as the sleek design allows for a 3-across fit or plenty of room for passengers. Inspired by aeronautical engineering, which made the Pacific Northwest of the U.S so famous worldwide, Diono wanted to make a seat that would endure. At the heart of these tried and tested seats, you will find a mechanically engineered dual spine, fabricated from automotive grade high strength steel,

with inherent integrity year after year. This unusual and meticulously fabricated compact core, manages and dissipates energy, and provides an unyielding structure to protect and shield. Throughout their range of seats, they have shaped and structured high-density plastics, glass reinforced structures and a range of selected ‘closed cell’, impact resistant foams through to viscoelastic foams for comfort and support. Diono famously delivers possibly unmatched protection and optimal luxury and security right down to the last detail. For the next season they have improved the internal structure of the Radian series as well as working with some of the leading craftsmen and textile designers to craft a new approach to car seat luxury. With murmurings of handcrafted leathers, the finest blended merino wools and sumptuous colour palettes, Diono will be the brand to watch in the coming seasons, not only with their car seats but we are seeing great things evolving from their new stroller and carrier programme too. Make a date to see Diono at the Kind & Jugend exhibition this year. You will not be disappointed. Web: www.diono.com

In a spin The Joie Spin 360 makes leaning over a child and awkwardly trying to fasten them in a thing of the past! The Spin car seat rotates 360 degrees to any position imaginable so you can move the car seat to a side or front-on loading position and easily place a little one into the car seat, or unstrap them without a fuss. This helps ensure correct fitting for maximum safety and offers complete comfort for the user. The new Joie Spin 360 Group 0+/1 car seat is suitable from birth to 18kg / 4 yrs. A rearward and forward facing seat that installs easily with ISOFIX, Joie passionately believes in extended rear facing and thatâ&#x20AC;&#x2122;s why this car seat can be used rear facing from birth to 18kg/4 years. The seat boasts ten recline positions; 5 rearward and 5 forward facing, the Grow Together multi-height headrest and harness which adjust together with one hand. Plus with a removable full body insert and head support, for optimal security, comfort and adjustment for the best fit! Tel: 01889 808 900 Email: uksales@joiebaby.com

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focus CAR SEATS & ACCESSORIES

Enhancing car seat safety

Cybex has developed four new car seats to offer superior safety for parents and their children. Introducing the all new Pallas S-Fix, Solution S-Fix, Sirona S iSize and the Cloud S iSize – four car seats that redefine car seat safety, and offer a unique set of safety and functionality features to ensure a child benefits from maximum protection throughout the stages of their development.

Two in one Summer Infant’s 2 in 1 Snuzzler Piddlepad also providess on-the-go comfort and support for little ones. Featuring three removable, soft, padded sections to support baby’s head and body to keep them snug in car seats and strollers. The 2 in 1 Snuzzler Piddlepad easily adjusts ass baby grows and the Piddlepad can be used separately when little ones start potty training. Compatible with most car seat and pushchair 3-point or 5-point safety harness systems, the 2 in 1 Snuzzler Piddlepad is suitable from birth. Web: www.summerinfant.co.uk

Pallas S-Fix and Solution S-Fix

Designed to make travelling easier and more convenient, the Pallas S-Fix and Solution S-Fix now include narrower exteriors, whilst offering more space inside at the same time. This will ensure a child remains comfortable on longer journeys whilst taking up less space in the car. Pallas S-Fix – even more space for small travellers. Suitable for Group 1/2/3, 9-36kg. Suitable from 9 months to 12 years old, the Pallas S-Fix includes a number of enhanced features. Solution S-Fix – suitable for Group 2/3, 15-36kg. The Solution S-Fix stands out due to its exceptional safety and comfort and is appropriate for 3 to 12 year olds. The car seat comes equipped with a reclining headrest, and the new L.S.P. system for optimised safety.

State of the art ALBERT iSize not only offers outstanding safety features but also looks very easy on the eye through to the last detail. The iSize infant car seat provides superior safety, comfort, peace of mind and an extremely stylish solution for modern families. High quality fabric, a unique shell structure and state of the art features such as glow in the dark seatbelt guides, reflectors, a neatly integrated UV 50+ sun canopy, one handed adjustable headrest, 4 position handlebar, a newborn pillow with side impact protection are some of the features that make this seat one of a kind. Tel: 0151 5560869

Cloud S iSize – maximum safety for the youngest travellers.

The range also includes the new Cloud S i-Size. Offering maximum safety for young travellers, the Cloud S iSize is suitable from birth to approximately 18 months. Key features include three travel positions: the seating position, the semi lie-flat position (125°) for babies inside of the car, and the ergonomic lie-flat position (145°) outside of the car to ensure a baby is always comfortable, and can rest for longer. The car seat can be used belted inside of the car when in the semi lie-flat position. Sirona S iSize – the first rotating i-Size car seat.

A new member of the Cybex family, the Sirona S iSize can be used from birth to approximately four years. Parents don’t need to worry about awkward lifting in and out of the car or back strain anymore, thanks to the innovative 360° rotating mechanism, which allows parents to easily switch between rearward and forwardfacing positions. The Sirona S iSize also includes Energy-Reduction Technology to reduce the strain on the neck in the case of a head-on collision. e.com y Web: www.cybex-onlin Web

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New level of Joie success!

Joie’s lie-flat iSize infant carrier has received a great reaction from the trade and consumers alike, winning top hono urs in the 2018 Made For Mums awards in the hotly contested infan t car seat category! The Joie i-Level is suitable from birth up to 85cm and less than 13kg. i-Level cleverly and simply converts to a fl at reclining seat that can be used flat, both in the vehicle and on the push chair! The i-Level’s 157 degree ergonomic angle is engineered to keep your child’s head, neck and body in perfect alignment promoting healthy spinal development and to maintain constant airflow. Featuring certified side impact protection and a multi-height headrest and harness that adjust together. It comes complete with an ISOFIX base, the iBase LX, which is also available separately should a second base be needed. The infant seat pairs with the Joie chrome dlx, mytrax, pact, crosster and litetrax 4 pushchairs, as well as other brand pushchair s using adapters. Tel: 01889

808 900 Email: uksales@joiebaby.com

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feature NIGEL PLESTED

Joy of the Journey Nigel Plested, Chief Product and Brand Officer, Diono ttakes us on a journey through the innovation and d development of car seats and their importance within o our industry and how these are continually evolving to not only ensure high levels of safety, but also why ffunction vs. style is now just as important. hoever we are, and wherever we live, the likelihood is that when we are blessed with a growing family, our car scape changes as a result. Dreams of two seater sports cars evaporate, reasonably sized cars no longer feel sufficient and we begin to re-evaluate how we get from A to B, with our growing brood. At the centre of this swirling life change, sits the choices and challenges of choosing a car seat, and our relationship with these seats is dependent on knowledge, awareness, and a sometimes-complex relationship between class of seats and our childrenâ&#x20AC;&#x2122;s height and weight married with the experience of fitting and the

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confidence and assurance when fitting. Car seats are unusually inert in product terms, compared with most other pieces of equipment that we might buy. Whereas a stroller needs to be unfolded, folded, pushed and pulled, and a baby carrier is put on and off repeatedly, we have a scenario where once a seat is fitted properly, it has already met most of its initial design challenges and although some types of seat such as boosters have a more flexible user pattern, most seats are fitted and refitted in an irregular, and infrequent manner. Once in the car, and a child appropriately harnessed, the main function of protection in the event of impact is hopefully never put to the test, and the majority thankfully never get tested against their actual intent and performance requirements. So, that leads our design focus in a direction which elevates the requirements and opportunity to enhance the quality of the journey. The millennial â&#x20AC;&#x153;experience generationâ&#x20AC;? are the parents we engage with today and although safety vs budget will always be a challenge for every parent, many are looking towards a more holistic appraisal of

Yes, sa fety is pa ra mount , but th e m ain pu rp ose, use an d likely sc en ario fo r a ca r se at is on e of m aintaining co m fo rt , or m ay be even en hanc in g co m fo rt fo r little on es on th e move. the car seats they buy. As a society, we are becoming more focused on wellbeing, and the quality of the experiences we undertake, as much as features, benefits or stats. We can see this evolving in some of the visual and constructional qualities appearing on car seats today. Where once we had something akin to ill-fitting shower caps, elasticated over hard shell assemblies, we now have upholstered, seamless and integrated; a language of tethered textiles, which utilize everything from intelligent weight bearing foams, through to mono filament laminated fabrics, allowing air to move and dissipate whilst on the move. And this is something that sometimes gets forgotten. Yes, safety is paramount, but the main purpose, use and likely scenario for a car seat is one of maintaining comfort, or maybe even enhancing comfort for little ones on the move. So, alongside engineering, textiles are moving from soft additions, and aesthetic afterthoughts to constructions, which are dependent, rather than independent of the seat they obscure, and a complete approach to car seat design is on the horizon, where the interdependencies of safety and engineered performance and load management are entwined with new leaps in textile innovation encompassing dynamic performance through to antibacterial properties. This ever-closer relationship between the often-divorced design

practices opens up opportunity to innovate within car seat design in new, symbiotic and unexpected ways. These relationships will also open up the opportunity to reflect the needs and nuances of little ones when embarking on different types of journey, whether long or short, day or night, asleep and awake, world-view or finger focused. It is this space, the piece between being buckled up and arrival, married with a 360-degree view of travel, that will challenge brands to respond. At Diono we call this the “Joy of the journey”, and a part of the travel experience, which benefits both little ones and parents alike… This direction will surpass comfort, and our adult sense or presumptions regarding comfort (big, soft, spongy and yielding). If we just considered babies in Infant Car Seats, it’s a continually difficult thing to

judge, either visually or through the squeeze test! At that age much of the focus starts to focus upon postural support and temperature management, where clothing and the encapsulating nature of the ICS can make it hard to regulate an appropriate balance of hot or cold with new borns, (who don’t have the ability to regulate their own temperature). This is made worse when real world traffic jams, weather forecasts and life pressures come into play. In other classes comfort comes down to postural adaptation, and the opportunity to modify and reflect key pressure points, to alleviate bored behinds, and fidgety legs. As any family will testify, on that long haul in the car, comfort (or lack of it), can soon lead to aggravated assault between siblings, so the quality of comfort and how we innovate with

comfort is key in a world where children travel an infinitely greater distance that I ever did in the mid 1970’s. So, as we step into a world where cars are becoming less like machines on the move and more like computers and comfort capsules, which can be tailored to meet the needs of drivers and passengers alike, so will child car seats. They will refine to accommodate the requirement of the journey, much like a quality airline seat. We are years not decades from a world where omnipotent cars, driverless and powered by the internet, come with awareness and response time built in. Car to car connect should imminently become a thing of the past, or at worst highly unlikely. So here’s to the joy of the journey… Web: uk.diono.com

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advertorial BRITAX RÖMER

Hello Holidays! Discover the perfect travel companions from Britax Römer Whether it’s an outing to the local swimming pool or seeing the sights during a city break, parents and little ones alike will be well prepared for their next adventure with the perfect travel companions from Britax Römer: the ultra-lightweight single stroller BRITAX HOLIDAY and their latest double stroller innovation the BRITAX HOLIDAY DOUBLE.

Sleek and Stylish: BRITAX HOLIDAY

The BRITAX HOLIDAY, is suitable for children from six months to three years (15kg) and is one of the lightest pushchairs on the market. Weighing only five kilograms, it is free standing when folded with a compact length of 60cm and a width of 25.5cm; fitting easily into the boot of a car or in overhead compartments of trains and most airplanes. The pushchair can be easily folded or unfolded with one swift motion and comes with a handy carry strap allowing for simple and comfortable over the shoulder transportation. To ensure a smooth ride, the BRITAX HOLIDAY includes a hood with sun visor, a large basket with a five-kilogram weight capacity for travel essentials and swivel front wheels. The five-point safety harness can be easily adjusted to the height of the child in three positions to ensure children travel in both safety and comfort. • Super-fast and easy compact fold with automatic fold lock • Handy carry rry strap to conveniently transport the buggy over the shoulder • Seat unit with mesh panels for better air circulation n on hot days The BRITAX RITAX HOLIDAY is available in six colours: Coral Peach, h, Steel Grey, Cosmos Black, ck, Aqua Green, Ocean an Blue and Flame Red.

Twice the fun: BRITAX HOLIDAY DOUBLE

Travelling with two children has never been simpler thanks to the new BRITAX HOLIDAY DOUBLE. It is the lightest and most compact double buggy in Britax Römer’s growing pushchair range at only 76cm wide and suitable for children from six months to three years (15kg). Based on the popular single stroller the BRITAX HOLIDAY, the BRITAX HOLIDAY DOUBLE is the perfect solution for travelling with two young children. Weighing just nine kilograms, and offering comfortable and convenient over the shoulder carry straps that can be worn similar to a backpack. The BRITAX HOLIDAY DOUBLE offers easy and quick folding features including an automatic fold lock. The five-point safety harness can easily be adjusted to the height of a child, ensuring children are travelling in both safety and comfort. Ventilation mesh surrounds both sides of the seats and above the head, plus a canopy with a UPF of 50+ keeps little ones protected from the elements. With swivel front wheels and puncturefree tyres parents have peace of mind that no fun adventure will ever be unnecessarily cut short. The reclining backrest ensures a relaxed sleeping position for children and large baskets underneath both seats with a total weight capacity of eight kilograms allows for plenty of space for those travel essentials. • Individually adjustable backrests for a comfortable recline position • Independently adjustable hoods with sun visors, provide protective shades • Foot rests comfortably support growing children’s legs The BRITAX HOLIDAY DOUBLE is available in four colour options: Aqua Green, Coral Peach, Steel Grey and a unique two colour combination of Ocean Blue and Flame Red. For more information please speak with your Britax Römer Representative.

Web: www.b www.britax-roemer.com 36

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supplier snapshot This issue we’re talking car seats. We speak to some of the industry’s finest to find out their thoughts.

Damon Marriott UK PRODUCT MANAGER - JOIE

However with in our multi-group portfolio the group 0+/1/2/3 seats continue to be the most popular with very strong demand from retailers and consumers. Parents really appreciating features like extended rear facing and with the addition of Isofix to our most popular multigroup models we expect to see continued growth.

Do you feel that news and information on the car seat sector appears to have slowed down recently? Yes, I think that’s fair to say, certainly in regard of regulation changes, now iSize phase two covering booster seats has been launched. There’s nothing to note on the horizon, with the next big piece being the removal of certification under R44 of new group 2/3 seats entering the market, and should follow the same format as removal of the ability to certificate new R44 group 0+ /1 ISOFIX seats. Of course development continues on existing platforms and this is where innovation will be in the short term!

Are we seeing an increase in a more ‘mix and match’ approach of chassis with alternative infant carriers being purchased from a different brand? Yes we are, and it’s to be expected where the infant carrier brand has high levels of innovation and enhanced features over the matching seat offered by the chosen pushchair brand, take our iLevel infant carrier with its lie-flat feature in the car and on the chassis. Of course brands have moved toward a more universal adapter concept that makes this approach easier and gives consumers real choice.

Are more parents buying into the group 1/2/3 category after their little ones have outgrown their infant carriers? Definitely the multi-group seats appear very popular at the moment. We’ve seen big increases in sales for our specific 1/2/3 seats - Elevate a great value option and the new Bold with its extended 5-point harness use up to 25kgs.

How are you continuing to drive awareness of the importance of car seats to the consumer across the groups? We use a full range of marketing channels – Social / digital / press / in-store. Our digital / social media especially playing a big role in engaging with the brand daily, covering information and answering questions on this area in particular!

Jessica Milln

MARKETING MANAGER, COZY N SAFE Do you feel that news and information on the car seat sector appears to have slowed down recently? That’s an interesting question. From a trade perspective, yes, it feels like it has. That might be only because there was such a lot last year, especially surrounding changing legislation relating to new booster seats and the confusion it caused. At the same time, news and information regarding car seats is as important and as topical as ever for consumers. If anything, it has become more so. Choices of car seat types, fitting mechanisms and safety standards have become increasingly varied and complex and it can be mind boggling for trade experts let alone for a first-time mum. Advice sites on social media and parent led forums on the topic of car seats seems to be growing exponentially especially as not all Parenting media covers the topic of car seats particularly well, or nearly frequently enough, and parents increasingly prefer to trust their peers. We’re also getting ever more numbers of parents who contact us directly for information about fitting their car seats and suitability, because they are saying they aren’t as confident in the advice they get from their retailers anymore. Are more parents buying into the group 1/2/3 category after their little ones have outgrown their infant carriers? The Group 1/2/3 category is now the biggest selling category for us. After spending out a lot on products suitable for newborns which don’t last longer than their baby’s first year, new parents quickly learn to get a lot savvier on their spending. What they like about buying a group 1/2/3 car seat is that it will last, as the second car seat they hope they will ever have to buy, right up to the point when their child outgrows the legal need for a car seat anymore. Not

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only is this a good choice for economic reasons, it also makes the choice a lot simpler. The only thing against moving a baby from infant carrier to a multi-stage Group 1/2/3, for many parents, is that this means turning their baby or toddler forward facing from between 9-15 months old. More parents want to keep their child rear-facing for longer. This is why we have made our new multi-stage, Group 0+/1/2/3 seat Arthur suitable for rear-facing in Group 1, up to 4 years approximately. How are you continuing to drive awareness of the importance of car seats to the consumer across the groups? Our priority is to listen to what consumers are saying online, to the type of questions most frequently asked, and what common concerns that they have about ensuring they are buying a brand they can trust. As mums trust other mums more than they trust manufacturers, we’ve made a point of not pushing consumers to particular types of car seats. Instead we aim to build positive relationships with parent led facebook groups who are passionate about car seat safety. By giving fair, impartial and great advice to their peers, these groups are driving home the importance of car seats in a much more effective way than we could. Our response is to be ready with the right and most appropriate information and to be continually developing our car seats so that mums, dads and kids will love them. It’s easier to persuade parents to see their child’s car seat as the most important piece of kit they’ll buy when the benefit is quality, comfort and value for money.

Debbie Wakefield MARKETING COMMUNICATIONS MANAGER - DOREL/MAXI COSI

Do you feel that news and information on the car seat sector appears to have slowed down recently? I don’t believe that news on the car seat sector has slowed down att all. There iis dd ll Th a significant update in car seat standards expected in the autumn and more details will be revealed in the summer. The BPA are working hard on the current (and upcoming) regulations to ensure a unified message is brought to both retailers and consumers. Are more parents buying into the group 1/2/3 category after their little ones have outgrown their infant carriers? At Maxi-Cosi, we recognise that Group 123 car seats are important and with this in mind, have recently launched the Titan. It’s understandable that consumers would prefer to own a car seat that will last years, however our continued view is that there should be a dedicated seat for each age of the child. Are we seeing an increase in a more ‘mix and match’ approach of chassis with alternative infant carriers being purchased from a different brand? Looking at the current marketplace, there is an overwhelming choice for consumers. However, I’m proud to say that Maxi-Cosi is still the consumers top choice when choosing an infant carrier. We have an exciting development with another well-known brand arriving later this year, so watch this space! How are you continuing to drive awareness of the importance of car seats to the consumer across the groups? At Maxi-Cosi, our commitment to educating both trade and consumers is part of our role. We are constantly creating new and engaging collateral, (offline and online) that highlights the many regulations and car seats for each stage. Plus of course, our thorough car seat fitting list found on the website is invaluable to both trade and consumers.

Paul Sirett

COUNTRY MANAGER - UK/IRL, BESAFE Do you feel that news and information on the car seat sector appears to have slowed down recently? Not at all! This year car seat technology just entered a whole new era! The launch of the World’s first R129/iSize Highback Booster - BeSafe iZi FLEX FIX - means that we now offer our first-ever iSize range of seats from birth right up to 12 years! The family is complete! Are more parents buying into the group 1/2/3 category after their little ones have outgrown their infant carriers? We are seeing our greatest growth rates in the older-age seats. There is a niche for multi-group seats like 1/2/3, but BeSafe do not wish to operate in that niche. Are we seeing an increase in a more ‘mix and match’ approach of chassis with alternative infant carriers being purchased from a different brand? Definitely... consumers are increasingly looking at the safety credentials of the car seat rather than simply matching the ‘logo labels’ of the seat and pushchair. We also now hear consumers ask ‘which pushchairs fit your car seat’, rather than the other way around!

iZi Flex FIX i-Size World’s first R129-02 Highback Booster on the market

» Removable SIP bumpers » SIP+ » 3-in-a-row » PAD+ » Recline position » Integrated carrying handle

To join in – Contact your BeSafe representative or email sales@hts.no

How are you continuing to drive awareness of the importance of car seats to the consumer across the groups? The best way is with our retail partners who meet the public everyday - through staff training and joint-activities. We also work extensively through our own social media channels and leading parent magazines and websites.

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social media ROSS HEWITT

Keeping it clean Ross Hewitt takes a look at how to keep your online home neat & tidy anaging a website and keeping everything up to date seems like a straightforward task b but some of you are running some big ssites that demand a lot of attention. IIt’s a full time job keeping everything iin order and it is easy to lose track of eevery single paragraph, price and iimage. But you need to throw some ttime at it, especially if you are money driving traffic to the sspending m site. o an afternoon of your Block out time and st start browsing and clicking checki every little detail. Move and checking around the website as if you were a first time vvisitor there, and try and think like your audience. Creat a spreadsheet and paste Create the URL of any pages that

M an a g in g , t it w e H an d Ro ss ec ret Pi e e d i a ’. S f o r o t c M D ire vvy S oc i a l a rket in g a ‘S f o r o al m a ut h n h is d ig it h a d h is fi r st a g e b s s o R try 1 9 9 8 an d c a reer in t h e nu r sery in dus fo r a y into o f M a rket in g & a s H e a d r S ilver C ro s s in in c e fo E c o m mer set up S ec ret Pi e e g 2 0 0 8 . H d h a s b een h e lp in 2 0 10 an foun d an d lo ve d c li ents g et ever s in c e . on lin e k etp i e .c o .u k r c e .s w w w .u ec retp i e .c o | R o s s @ s 4 10 0 2 7 | 0 1 9 0 4 ec ret _ Pi e @S | Tw itter :

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need attention and write a note about what needs sorting out. To give you an idea of what to look for here are a few things that get people bouncing off your website very quickly and heading elsewhere: 1. Missing Images – ’Awaiting image’ or ‘Image to be supplied’ in place of a proper photo of a product is just wrong, and a bit lazy. If you have the product in stock and you have an iPhone then you have all the required ingredients to take a photo that you can put on your website. At least until the official snaps arrive! Sort these bad boys out as a first priority. 2. Out of Stock – Something not being available is ok

if you can let a visitor see when it will be back. Something just being out of stock with no other information makes people grumpy. If it is gone for good then take it off your site or make it clear on the page (but show them a suitable alternative product). 3. The Basics – Can a visitor find a phone number really easily and can they find your address? Is it a simple exercise to find out your opening hours and days, and how straightforward is it to find a way to send you a message? 4. Broken Links & Forms – If you do use a webform on your contact

page then test it weekly. Things break down on webservers and there is a lot of code and software running behind webforms. It is very irksome for someone to type a long message into a contact form only to have it fail when they click send. Likewise, clicking on links that don’t work is equally frustrating. Find them and fix them. If your website links off to other external websites then make sure they still exist and the expected content is still there. 5. Browser Testing – If you have only ever looked at your website in Internet Explorer or Firefox then you might be in for a testing time, literally. Visit in Chrome, Edge and on your mobile or tablet. All browsers interpret code differently, and what looks good in Firefox might look awful in Microsoft Edge. Times have also changed. Five

years ago web traffic was pretty much still owned by Microsoft browsers. Now it is different; don’t be surprised if upwards of 75% of your traffic comes to you via Safari and Chrome combined so make sure it looks right in these. Oh, and make sure it works on any type of mobile too. There is plenty more to run at and list, such as typos, out of date content, badly cropped images, links to blogs and social media accounts that never get updated, but you get the picture by now. It will be a very beneficial use of your time. Most importantly, if you haven’t done so already then you MUST get your website compliant with the recent GDPR requirements. Initially, you need to have a privacy policy visible on your website and this needs to spell

t r o f Com

Stroller

if you haven ’t done so alrea dy th en you must get your w eb site co mpl iant w ith th e rec ent GD PR re qu ire ments . In iti ally, you need to have a priva cy po lic y vi sib le on your w eb site an d th is need s to sp ell out ex ac tly ho w you co llect da ta fro m vi sitor s an d w ha t you do w ith it out exactly how you collect data from visitors and what you do with it. This includes data from the devices people use to access your website and if you are using Google Analytics on your website (and you should be) then you need to refer to this. If you collect personal details through a contact form, then how you store and use that data needs to be explained. If you

have email newsletter sign up forms, then these need to be checked for compliance also. I would hope that everyone managed to get this aspect of their business in-line before the May 25th deadline but if you still have work to do on it then prioritise it and get it finished as it cannot be ignored and won’t go away! Happy surfing…

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focus SLEEPTIME Image source: Pexels.com

And so to bed The sleeptime category is one which is filled with parental anxiety. Therefore, this is an extremely emotive sector and one which shouldn’t be taken lightly. Let’s take a closer look. ost of us know through pure experience how anxiety creeps up when it is time to lay baby to sleep. Are they warm enough, are they too hot, should we lay them on their backs, fronts, sides? Why haven’t they made a noise yet? Are they OK? The list is endless. When we take this into consideration, is this a category that is well researched online prior to any purchase? Holly John, marketing manager, Chicco, would say so. “Parents are extremely conscious of the safety and comfort of their baby during the night, and will spend lots of time making sure they find the right solution for their little one.” Said Holly. “Whether it’s different types of cribs, the different functions a crib might offer, or whether a side sleeping crib will attach to their style of bed, there are plenty of considerations for parents to make.

Quality without compromise Bizzi Growin new collections have been designed with the savvy parent in mind. Their collections are all carefully tailored to offer quality products without compromise, their blankets are constantly refreshing with new on trend ideas. The unicorn launch has been a huge success and as such offer fantastic blankets, sleeping bags and play gym in this theme. Their innovative nursing cushions include Sydney sloth and Little Dreamer Unicorn. Quirky characters which add real fun to nursing and tummy time. Tel: 01257 230087 Web: www.bizzigrowin.com

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This is why the Chicco Next2Me and Next2Me Dream are designed to be compatible with most styles of beds, including divans, and offer three different modes – a side sleeping crib, a stand alone crib, and a travel crib.” Sinead Murphy (Co Founder and Director, Shnuggle) agrees and that social media plays a strong role. Sinead told us: “A lot of research will take place online in parenting forums – mum to mum recommendation is exceptionally strong and can make or break a product. Style is a factor that parents take into account, but safety, comfort, durability and ease of use will all be stronger motivators.” What about brand names, are these important within this sector? “There is an obvious recognition of brand names, but for baby’s first bed there are factors that come into play before the brand name itself,” comments Sinead. “Safety is paramount of course and with all the scaremongering on social media, parents are looking for a product which offers the safest sleeping space possible for their child.” Talking of sleeping space, have we seen an increase in the demand for side sleeping cribs? We asked independent retailer Elizabeth Jones (Founder, Natural for Baby) for her thoughts. “There is a high demand for bedside sleeping, but most customers have had their co-sleepers passed on to them from other parents. The demand seems to mostly come from mums who want to breastfeed as easily and for as long as possible. I plan to have a new Bedside Sleeper in the shop for customers to see in the near future.” Holly feels that since launching their Next2Me, demand has definitely increased for these sleep time solutions. “Side sleeping has seen a huge increase in popularity over recent years, much of which can be attributed to our pioneering Chicco Next2Me, which was the first side sleeping crib on the UK market, and subsequently our second generation, Chicco Next2Me Dream. “It’s very important that new parents can easily get to their little ones during the night to reassure or feed them, and side sleeping cribs have proven to be an ideal solution.” Of course, another reason perhaps for this increase in demand is the media attention given to the negative impact of co-sleeping. “Co-sleeping has always been a controversial subject but the reality is people will do it. The rise of side sleeping cribs available has made co-sleeping acceptable as it can be done in a safe way. When we designed Dreami, we deliberately created a product that offers side sleeping, but can also be portable allowing parents to

A lot of resea rc h “ w ill take pl ac e on lin e in

pa rentin g forum s – mum to mum rec om men da ti on is ex cept ion ally stron g an d can m ake or break a produc t.

”

Sinead Murphy

use iin the h b bedroom d ffor night i h time i and dd downstairs i ffor day naps, eliminating the need for a second purchase.” Sinead responded. Another important product within the sleeptime category is of course, what baby sleeps on, the mattress. Are we seeing an increase in awareness as to the varying types now available? We asked Elizabeth if she feels that these are more researched now prior to purchase? “Over the four years I’ve been trading, customers ask more and more about the mattresses.” Elizabeth told us. “More customers have heard about coir filled mattresses than when I had first opened the shop. Parents (especially first time parents-to-be) want the best for their babies and most parents opt for the All Natural Mattresses. Although there is more research happening, many customers do learn about the mattresses here in the shop as I have the samples so can explain what’s different about them.” Steve Birds (Slumberland) feels that there is always room for further awareness as to the benefits of a good infant mattress. “There is always room for better education around the importance of buying a safe cot mattress but our retailers are doing a great job at informing customers around the importance of a safe, practical and breathable mattress for their baby. There is an increase of demand for consumers wanting their cot mattress made in the UK for peace of mind that it has been manufactured to the highest safety and quality standards.” Are parents now looking more closely perhaps then at the type of materials used and the breathability of a mattress? “Definitely.” Said Steve. “Parents are becoming more aware of the chemicals used during manufacturing so a chemical-free cover and anti-allergy sleeping surface is highly important. Breathability is also a key factor in cot mattresses to allow the free flow of air important in keeping babies cool and regulating their temperature.” With so much choice of nursery products available within this category, including cots, cot beds, moses baskets, side sleepers, beautiful bedding, swaddling solutions, mattresses, night lights, cot mobiles, monitors, travel cots and sleeping bags, it’s up to you to make the important decision as to ‘what to stock’ to ensure you are offering a sound selection to your customers.

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Dream of sleep

Dream Tubes are the ultimate solution to overcome the issue of young children falling out of beds, and aids the often difficult transition from a cot to a bed. It is a revolutionary, high quality and easy to use inflatable bed guard that provides a safe and secure night’s sleep for a child.

Night time protection Little night-time accidents not only leave baby wet and uncomfortable but can also leave unsightly stains on the cot or crib mattress too. BreathableBaby’s 3-in-1 luxury, quilted mattress protector provides baby with the ultimate comfort and protection with three layers that work together to promote airflow, whilst providing extra support. It also keeps baby and at the right temperature, whilst the waterproof layers protects the mattress. Two sizes to fit standard cots and cot beds. Tel: 07976 773486 Email: Rachelle.harel@breathablebaby.com

Email: mike.bird@hippychick.com Web: www.hippychick.com/dreamtubes

m g calm Projectanin Dynamic Aqua

The Pabobo Calm Oce fishes to Projector features moving water and iance amb ical mus soft, Its . baby he help soot ng endi desc goes through three phases of finally intensity to captivate baby, soothe and lull sleep. thee The cry sensor automatically turns on t. nigh the ng duri cries projector again if baby often , child the s calm d soun The relaxing without needing to wake the parents. ed ped shap This Pabobo night light’s plush, starr is ctor ecto proj the use beca able wash y surround is easil Calm n an Oce fully removable. Safe and intuitive, the b iin ill llookk superb of technology that will Projector is a well thought out piece any nursery. Tel: 01785 503305 Web: www.hardenbergco.co.uk

Travelling in style Protecting future dreamers The Merifor range of anti allergy cot mattresses provides the best and healthiest sleeping environment possible to protect the future dreamers of this world. Its unique construction creates an allergy eliminating shield which prevents potentially harmful bacteria from growing and greatly reduces the irritants which can have life-lasting effects. A Which? Best Buy our Serenity mattress has a supportive pocket spring core that adapts to the child’s changing weight and shape. The mattress includes a unique sealed core, allergy protection and heat adaptive removable cover, giving your child the best start in life. All Merifor mattresses are carefully handmade, and available in a variety of sizes. Tel: 01732 455000 Email: sales@kitforkids.com Web: www.merifor.com

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SecureClick is the popular travel cot range from Joie, which allows parents to choose the right cot and accessory package to suit their travel needs. All the products in the range come with SecureClick technology – a unique and ultra-safe way the ‘toppers’ / accessories secure to the base unit. Designed as convenient travel companions, the SecureClick cots are engineered to keep baby secure whether playing or sleeping. All are suitable from birth to 15kgs and come with a ‘simply brilliant’ range of features you’d expect from Joie. The Joie SecureClick range includes the Excursion Change & Bounce travel Cot with a comfy bassinet, deluxe lift-off changer, lift-off snoozing seat, plus a sound and light unit all with SecureClick technology. Both accessories have their own feet, allowing them to be used on or off the cot. The snoozing seat turns in to a stand-alone bouncer once placed on the floor. It features soft, cosy fabrics and includes and infant pillow and lower harness cover. Fabric covered toy bar includes 2 soft, plush toys for playtime entertainment. The cocoon shaped seat is perfect for cradling newborns. Tel: 01889 808 900 Email: uksales@joiebaby.com

From the sleep experts at The Gro Company. A brilliant new product for toddlers that sleep like a starfish and leap out of bed ready for play in the morning. The Groromper is an all in one bedding solution designed with active toddlers in mind, giving the freedom to stretch their legs and wriggle their toes. Features include underarm mesh for temperature regulation and foldover toes to keep feet cosy or cool. The Groromper helps keep little wrigglers warm at rest and play. To find out more email trade@gro.co.uk or call 01392 347111

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r sleeShp tial fo Esselen le Classic eration of the nugg Dreami is a second gen

Construction of choice

East Coast Nursery offer a compreh ensive range of mattresses, to give consumers a choice of construction and levels of support. The range comprises: • Foam, with a choice of wipe-clean or washable covers • Airflow Foam, with ‘eggbox’ shaped layer to improve airflow • Fibre, with a breathable, washable cover • Spring, containing a spring unit wrap ped in dent-resistant foam • All Seasons Spring, with a dual-side d cover to keep baby warm or cool all year • Pocket Spring, with individual sprin gs and high-grade foam • Cleaner Sleep Micro Pocket Spring, with anti-dustmite Amicor cover • All Natural, with natural coir and woo l with bamboo cover Sample cubes showing the construction are available for stockists. Tel: 016

92 408802 Email: nursery@east-coast.co.uk Web: www.eastcoastnursery.co .uk

The Shnugg Moses Basket. a 100% breathable 3D athability – the lining is Dreami is all about bre t baby’s skin, and has a ton facing, so soft agains ng complete comfort. In mesh fabric which is cot k away moisture, offeri wic to e cor hin er inn ic gen hypoaller of air flow restriction wit tilated, reducing the risk ven is to se xed ba fi the be , to ion d dit ad cribs nee ent. Most Co Sleeping in baby’s sleeping environm duct for baby to sleep pro al ion dit ad an for d nee a le ng ati ltip cre mu , y parent’s bed and no need to bu i offers great flexibility y. during the day. Dream by close 24 hours a da ba g pin y to move – kee has two ich wh nd sta rve items. It’s light and eas from the included Cu d ove rem ily t bed, eas ren is pa se The ba cing beside the el which is great for pla lev sed rai xed fi –a ns functio and soothing. perfect for day napping eriors and a low-level rocker, ter shades of nursery int sof the m fro ay aw ve mo a o the is int ey Gr gh The Slate s coming throu or and design led trend eri int h ther wit lea e ite lin wh in re um and is mo es with premi te Grey Dreami also com Sla e Th ce. spa ry rse nu ility. handles for greater durab Dreami comes with baskets, the Shnuggle ses mo er oth g it the st mo Unlike rics and stand – makin d – basket, mattress, fab nee ts ren pa g hin ryt eve s first bed. perfect choice for baby’ .uk

gle.co Email: sarah@shnug

New member to the flock After much anticipation, SweetDreamers have unveiled their all new ewan Deluxe, an upgraded version of the iconic and multi-award winning ewan the dream sheep sleep aid. What makes this member of the flock superior is the brand new MoonMode smartCRY sensor that has been thoughtfully designed to automatically activate when baby stirs in the night. Better still, the ewan Deluxe also has a removable control pod so the iconic character can be washed. Like the original and much loved ewan the dream sheep, ewan Deluxe mimics the comfort of the womb with soft pink glow and selection of soothing sounds to lull newborns and toddlers into a peaceful sleep.

SimplySwaddle for tiny babies

Little Chick London has launched the gorgeous new SimplySwaddle, which comes in three sizes including ‘very tiny’ designed specifically for premature babies; helping to make them feel secure and allowing mum to make night time changes with the least disturbance. This kimono style wrap is both innovative and cute with unique design features – press stud fastenings for easy night time nappy changing and wider at the hips to allow lower body movement, so that baby’s legs can move into the ‘frog’ position rather than held straight. Available only to independent retailers via Babybase. Tel: 07976 773486 Email: hello@littlechick.london

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Tel: 02392262332 Email: harry@sweetdreamers.co.uk web: www.sweetdreamers.co.uk

Safer sleep solution Little Chick London’s award-winning bed-side crib offerss tthe hee h benefits of co-sleeping but without the associated risks off suffocation. A practical, stylish sleep solution for newborn n babies, the crib is larger than a Moses basket with space ffor or the growing baby until around five months. The breathable ab blle b mesh sides allow optimum airflow and temperature control rol and placed by the parent’s bed, mum can experience closeness and see her baby throughout the night, safe in tthe he knowledge that it is contained in its own secure environment. ment nt. Used with Little Chick London’s breathable crib mattress, sss, provides a completely breathable sleep solution. Tel: 07976 773486 Email: hello@littlechick.london

Helping your little one sleep soundly so you can too. Through falling and crawling to walking and talking – Silentnight’s Safe Nights mattresses will help your little one sleep soundly and grow healthily through those precious development years. All models are foam free for a pure sleeping experience that’s free of nasty chemicals. They also come with a washable cover to give every busy parent the flexibility they need when dealing with inevitable accidents through the night.

Visit silentnight.co.uk for more information

SN Safe Nights Nursery Today Ad.indd 1

07/06/2018 09:15

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Soft to touch

Question of movement

Angelcare’s award-winning AC517 Baby Movement Monitor, with Monitor utilises an Video offers real peace of mind to all parents. The s even the tiniest of detect which Pad r Senso ment Move under-the-mattress ry setup, the Pad only nurse movement. Fully adjustable to suit each baby and Parents can relax ds. secon 20 for ed alarms if no movement has been detect baby. after g lookin is or monit knowing the Angelcare tic video via a portable Above and beyond this, the AC517 also offers fantas baby if they wake. A e sooth to ts Parent Unit. Two-way talk back allows paren at a glance allowing tions condi ry nurse shows y colour-coded temperature displa parents worldwide, the AC517 parents to adjust the room if needed. Trusted by is a fantastic sleep-time accessory. Tel: 01785 503305 Web: www.hardenbergco.co.uk

Gold award winners as best Nursery Accessory in the Made for Mums awards, the Groegg 2 has all the same qualities of the award-winning, original number one nursery thermometer, but it comes with some additional, improved features for today’s nurseries. The sleek, silicone design is 33% bigger and brighter, making it softer to touch and even easier to see at a glance, ensuring your little one is resting at the correct temperature. In addition to their innovative colour changing system and digital temperature display, the Groegg 2 includes four adjustable brightness levels allowing you to use it as a nightlight or find a light level which suits your baby. Web: www.gro.co.uk

Made to fit 50% bigger than a traditional Moses basket, the award winning Chicco Next2Me Dream is suitable from birth up until six months, and the 11 adjustable height levels means it can also be fitted to any bed. The perfect 3-in-1 solution can be used as a side sleeping crib, stand alone crib, or travel cot. In the standalone option, rocking mode can be easily activated with a foot pedal to help soothe babies abies to sleep, and it also has a handy tilting function to aid with reflux and congestion. Finally, Chicco Next2Me Dream can be easily folded and transported with the help of an included travel bag, and at only 11kg, it is the perfect travel companion. Web: www.chicco.co.uk

i s companion i time ti l Sleep S

Seeing the growing popularity of the Slumber Buddies range, Summer Infant will shortly be launching new Slumber Buddies Deluxe characters with cry activation technology. The new cry activation mode will automatically turn on the Slumber Buddies Deluxe companion when baby becomes unsettled, helping them to drift back off to sleep themselves. All of the Slumber Buddies® include a multi-colour starry sky light display and choice of five different calming sounds from lullabies to heartbeat and nature sounds, making them the ideal bedtime companion for soothing little ones to sleep. Available in a choice of cuddly characters there is something for everyone and Slumber Buddies® Deluxe can make a great gift for baby showers and birthdays. These deluxe characters will be available from June and will include Pip the Puppy, Dippy the Dinosaur, Bailee the Bunny as well as the exclusive Luna the Lamb for a key UK partner. Summer Infant will also be expanding the range with unique Little Heartbeat Soothers that imitate the closeness of mum or dad through three modes of comfort, including heartbeat sounds and pulsing vibrations to soothe little ones at bedtime. Web: www.summerinfant.co.uk

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Perfectly rested From foam to coir, the Obaby range of mattresses is designed to provide the perfect mattress for every child, be it in cot or cot bed size. The foam, sprung and pocket sprung mattresses feature a removable Freshtec cover which is water resistant, breathable and machine washable at 60. For parents who require only the best, the Obaby coir mattress features a luxury quilted bamboo cover which is also water resistant, breathable and washable. To keep with the mattress’ completely natural construction, the interior consists of coir and wool and provide the perfect level of comfort and support for a good night’s sleep. Tel: 01652 641491 Web: www.obaby.co.uk

grey finish

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s baby Sweet dreamaden + anais’ Summer Sleeping

Travelling this summer is now easier with Bags. The 1.0 TOG sleeping bag keeps baby comfy and cosy with one layer of 100% cotton muslin. There’s no need to stress over loose fabric, as it’s designed to slip right over pyjamas and the zipper from the bottom up allows for easy changes. Due to pre-wash it’s soft and gets softer wash after wash. to Available in a variety of sizes, it’s the perfect infant sleeping bag that helps family. ensure a peaceful sleep for the whole Web: www.adenandanais.co.uk

Head ds up

The Mimos Pillow is an innovative, new answer to preventing and curing Flat Head Syndrome in babies. It works by increasing the surface area underneath the baby’s head to decrease up to four times the pressure on their skull and is one of the first clinically approved pillows. The specially designed material is washable, hypoa llergenic and completely breathable, making the Mimos Pillow safe for use in cots, pushchairs and car seats, or wherever your baby goes. Sizes range frombirth to 18 months old.

Web: www.mimosbabypillow.co.uk

Back to Sleep In 1975 Dr. William Eller, a physician at Holy Cross Hospital, inserted a microphone into the womb of a pregnant woman and recorded the actual womb sounds Baby hears during pregnancy. Dr. Eller thought that playing these familiar sounds would calm and reassure a new-born baby confronting his new environment outside the womb. Dr. Eller’s findings were used exclusively by Prince Lionheart in the creation of Back to Sleep Slumber Bear/ Bunny range, the original natural audio pacifier. Since then, the Bear has been used by parents, doctors and midwives to help settle Babies, so they get the sleep necessary for growth and good health. The “secret” is in our Soundbox with the use of ACTUAL womb sounds recorded moments before birth, INSIDE a pregnant woman’s womb. That secret is the key to the Bear’s success! That secret is now available to purchase alone in the form of the EYESLEEP, their soundbox encased in a little fun space guy with suction cup feet to keep EYESLEEP upright and alert! Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk

S Spring into o action a T Slumbertime Luxury Pocket The S Sprung Mattress features individual pocket springs and Oeko-Tex 100 p ccertified materials throughout; the mattress includes a breathable and m washable temperature control cover, w aanti-allergy Actipro natural ttreatment, plus benefits from a two yyear guarantee. Having been recently tly shortlisted for this year’s Mother & Baby Awards and the Best Baby & Toddler Gears Awards it’s not hard to see why this m mattress is loved by parents across the country. T 01823 668315 Tel: W Web: www.slumberland.co.uk

ind eace ofMonm Extra p Summer Infant will provide extra from itor e features the Baby Pixel

Packed with innovativ ring a large 5” greater level of safety and control. Offe peace of mind to parents, bringing a t vision boost, nigh nced enha itor includes a Moonlite colour touchscreen, the Baby Pixel Mon boundary to alert al virtu e pzon Slee a and , pan, tilt and zoom 360Tilt camera steering to remotely a pre-set virtual border. parents when baby moves outside of area for a crisp, n boost will gently light up its viewing visio t The camera’s Moonlite nigh e clearly. While the mor one little their see to allow parents to full-colour view of baby in the dark, trips to the nursery. es of the room to avoid unnecessary 360Tilt feature lets parents see all angl when baby begins to on s turn X)) tthe screen automatically Complete with voice activation (VO er cry, babble or fuss and returns to pow no with nds seco 30 save mode after activity. The monitor also includes, two-way talkback, on screen nursery temperature display, a remote controlled soft glow nightlight with two s colour options, sound activated light baby ate ultim and a USB port for the monitor package. Available from August. Web: www.summerinfant.co.uk

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Providing Peace-of-mind Sleeping Breathable Safe hypo-allergenic

Breathable Nest Maxi

Keep Me Close Breathable Bedside Crib

For sales please contact enquiries@whleurope.com or call 01384 298531 'LVFRYHU WKH IXOO FROOHFWLRQ DW ZZZ SXUÄ&#x2021;R FRP

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Close for comfort

New-born babies spend much of their early weeks sleeping and Little Chick London’s gorgeous 2-Stage Comfort Nest is a multi-functional product perfect for supervised naptime and playtime. Keeping babies safely contained in their own snug nest with a super soft breathable, anti-bacterial and anti-fungal bamboo cover, which is fully washable at 30 degrees. The unique removable wedge, means that babies can either lie ux and provide better eye-to-eye flat for tummy time or propped up to help ease refl engagement during playtime. Tel: 07976 773486 Email: hello@littlechick.london

First dreams

Chicco First Dreams Baby Bear is designed to comfort and reassure babies as they drift off to sleep. It features a soft tummy with a projection to serve as a soothing night ligh as well as the ability to play a goodnight message light, that can be activated at the touch of a button. There is also the option to play soothing melodies or a light show fall to sleep, all of which can be controlled by b as babies pare to suit individual needs. First Dreams Baby Bear parents in light blue, light pink and neutral beige. av is available

Sleep tight on a warm Summer night

Web: www.chicco.co.uk Web

Purflo’s ‘Keep me close’ Breathable Bedside Crib keeps baby in a safe, breathable environment. Attach easily to the bed using a drop side rail connection system (six different heights available). Incline one end to help ease baby’s congestion in the event of colds or reflux. Purflo’s breathable, air-permeable, anti-bacterial and hypoallergenic, making it a safe and clever choice when temperatures are rising. Doubles up as stand-alone crib. Purflo’s Breathable Nest Maxi is a portable, soft surface for babies aged 6-36 months. It’s lightweight and assembles easily, with a breathable mesh mattress, air-permeable sides, waterproof inside base and is anti-bacterial and anti-fungal providing a hypoallergenic, breathable and chemical free place for baby to sleep whether at home, at a friend’s, in the garden or abroad. Perfect for use at home or when travelling, invest in Purflo.

Dry nights Gone are the sweaty, rustling plastic sheets that so many parents and children dread. In their place is an ultra-soft, breathable and waterproof sheet made from pure brushed cotton or tencel, a naturally hygienic fibre made from 100% biodegradable wood pulp cellulose. Hippychick’s waterproof sheets take a much needed, but also much maligned product and transform it into a comfortable, soft, undetectable piece of bedding for a child. Email: mike.bird@hippychick.com Web: www.hippychick.com/dreamtubes

Web: www.purflo.com

Gro anywhere The Gro Company have the perfect solution for families on holiday that are hoping not to be up at the crack of dawn. The Gro Anywhere blind is a fantastic blackout blind that adjusts to fit most windows with easy to use time. Made from lightweight material it’s suckers and allows parents to create night time at any time perfect to take on holiday and create a dark sleeping environment to encourage little ones to stick to a sleep routine when away from home. Web: www.gro.co.uk

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Smart solutions for peaceful nights

Mini Bunny Stars Projector

Calm Ocean Dynamic Aqua Projector

Super Nomade Night Light

• Dynamic Aqua Projections • High Quality Musical Sounds • Removable & Washable • Cry Sensor follow us For more information please call: 01785 503 305 or email: info@hcotrade.co.uk

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@Hardenberg_Co Hardenberg&Co Ltd

22/05/2018 14:28

Feature:

LITTLE CHICK / BREATHABLE BABY

Making life less worrying Little Chick London and Breathablebaby are two brands dedicated to providing safe and affordable baby products – both companies are avid supporters of independent retailers offering exclusive deals to help them stay ahead of the market. espite worrying statistics suggesting that co-sleeping with babies is a potentially dangerous decision for a new mum to make; with an article published earlier this year showing that an average of almost three babies die each week as a result – many parents still decide to take that risk. The Lullaby Trust recommends that the safest place for a baby to sleep for the first six months is in a separate cot or crib in the same room as its parents, stating: “Some parents choose to share a bed with their baby, but we recommend that they keep in mind the risk factors. The chance of sudden death goes up when bed-sharing, particularly if a parent smokes, has drunk alcohol, taken drugs, or is very tired. There is also an increased risk if a baby is premature or of a low birth weight.” Rachelle Harel of Little Chick

nursery today

London explains: “Co-sleeping is a difficult subject as many of the mums who choose to do it are very evangelical in one way or another. In fact, they can be pretty aggressive about their choice believing that maternal instincts will protect their baby. However shocking figures kept by the Department of Education show that 665 babies died as a result of co-sleeping in the last five years. “As an industry, whilst we can’t prevent mums making this decision, we can provide them with information and products to encourage them to make safer sleeping choices – and it was that idea which initially launched Little Chick London.”

Safer solution Little Chick London’s Breathable Bedside Crib was designed specifically to give mum and baby the experience of ‘almost’ co-sleeping, but without the associated risks. The crib is the same height as most adult mattresses and has breathable sides, so when placed beside mum’s bed, she can clearly see her baby through the sides and baby can see and hear mum close by – but safe in its own contained environment. The crib, which is larger than average Moses style baskets, is very competitively priced and together with Little Chick London’s breathable crib mattress provides one of the safest sleep alternatives to co-sleeping on the market.

Sleep stress Rachelle continues: “Sleep is a very stressful topic for most new mums – either lack of it themselves, or the constant worry about their baby’s comfort and safety. Therefore, the majority of Little Chick London’s products have been designed with sleep in mind, from the 4-in-1 Maternity Pillow to gently support expecting mum’s tummy during sleep; the Breathable Crib and Mattress for baby’s safety and comfort; the new Simply Swaddle which has a wide popper opening at the bottom to allow quick night time changes with the least disturbance; to the Twinkle Lights Bedtime Soother which is proving really popular as it really does soothe baby to sleep.” Once a baby is in a cot, sleep can become even more challenging and mums are desperate to encourage their little ones to drop off for the night. However, once again, with guidelines suggesting that traditional cot bumpers are unsafe

and even beloved cuddly toys can cause a suffocation hazard – it can be a challenge to create a cosy, welcoming sleep environment.

Creating the environment Leading US brand BreathableBaby has this problem m pretty much wrapped up with a number of products to safely create an inviting sleep environment without the risks. One thing that is almost guaranteed to wake baby is little arms and legs getting stuck in the cot bars, and the BreathableBabyy Mesh Cot liner is the perfect solution. These come in a variety of sizes to fit almost any style of crib or cot providing a cosy and safe environment. The liners are fully air permeable and secured with hook and loop fastener, so that babies can’t slip underneath. Importantly, the baby cannot stand on the liner to lift itself up as it would collapse underr baby’s weight. BreathableBaby’s crib liners and sheets come in a range of popular designs including the favourite license Tiny Tatty Teddy. In addition, traditional cot mattresses can be transformed and made super cosy yet safe with the BreathableBaby Mattress Pad which has three-layer protection with Breathable AirMesh. This wicks moisture away from baby, maximises airflow between baby and mattress and protects the mattress with a waterproof backing. Also, most babies love to have a soft toy or similar special comforter and although recommendations are that you shouldn’t let baby sleep with soft toys because of the risk of suffocation, this is very difficult for mum when baby is crying. BreathableBaby has created a gorgeous collection of bedtime companions which are mesh and made from fully breathable fabric with no beads or pilling, so totally safe for little ones to snuggle. They are also hypoallergenic and machine washable. Choose from, a cute Monkey, cuddly Puppy , cheeky Giraffe or the latest addition, this adorable Owl.

“wWe w o rk in

it h t h e tr a d p a rtn er s h ip uunderstand that shelf space is at a premium, so w we have tried to package our products very keen to e an d a re aaccordingly. For example, the Little Chick s u pp o rt in dep en dent L London 2 stage Comfort Nest, which has a h e lp b rin g b reta iler s an d ununique removable wedge to help with reflux, into a compact bag, which is not only useful t h e h ig hussitnres s b a c k to forfolfoldsparents when travelling but take up much less e e spa space in-store.” t . Rac helle Har el

”

such as the brand new Simply Swaddle which is only available to independents via Babybase. Also, parents who visit High Street stores rather than buy online do so because they want to see and feel products before buying, so Little Chick London is working with independents to provide in-store samples for customers to view first hand. We also

For more information about Little Chick London and BreathableBaby – contact Rachelle Lond Harel. Harel E il rhsalesandmarketing@gmail.com Email: Tel: 07976 773486

All about independents Rachelle, who manages both Little Chick London and BreathableBaby brands, comments: “We work in partnership with the trade and are very keen to support independent retailers and help bring business back to the high street. Therefore, we have a number of independent retailer exclusives,

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SILENTNIGHT

Introducing Safe Nights range from Silentnight One of the nation’s most trusted bed brand Silentnight has launched a new range of cot bed mattresses to help babies sleep safely and soundly in their important early years. ree from foam or chemical treatments, the range is made from breathable materials and is designed to give little ones everything they need to grow up healthy and strong. Created using 100 per cent recyclable and sustainable Eco Comfort fillings, the new range is breathable and helps regulate babies’ temperature, allowing them to breathe freely through the night, on a surface that’s kind to the environment. All four mattresses come with washable covers, to give busy parents the flexibility they need when dealing with inevitable accidents through the night The range, which is priced between £69 and £149, offers the reassurance of a safe night’s sleep for any budget, with all the mattresses made in the UK and tested to the highest UK standards for parents’ peace of mind. Commenting on the new product range, Angela Moran Product Development Manager at Silentnight said: “Babies spend nearly half of their early years asleep as they rest, recover, and grow; something that is vital for their mental and physical development, as well as the development of their immune system. “A good mattress has a huge effect on sleep quality and supports baby’s spine, allowing for a

nursery today

deeper sleep that gives plenty of mental and physical nourishment as they grow. “We hope the Safe Nights range helps make this one important choice in baby’s life a little more straight forward for mums and dads, offering the reassurance that their little one will get a good night’s sleep sleep in a healthy, safe environment.”

Safe Nights Essentials The Safe Nights Essentials mattress comes with all the basics for a good night’s sleep.The foam free core is safer for babies, promoting comfort, support and pressure relief for your little one. The mattress is hypoallergenic for optimum comfort and its fully washable core means you can rinse it in the shower when inevitable accidents happen. Available in cot (60cm x 120cm) and cot bed (70cm x 140cm) sizes.

Safe Nights Airflow The Safe Nights Airflow mattress comes with a cleaver 3D mesh cover that promotes free airflow, so your baby can enjoy a fresh sleeping experience backed by Purotex – a 100% natural treatment that combats moisture, mites and allergens. The mattress also has a fully washable core and cover. Available in cot (60cm x 120cm) and cot bed (70cm x 140cm) sizes.

Safe Nights Luxury Pocket Designed with Silentnight’s mini-pocket support system the Safe Nights Luxury Pocket mattress provides responsive support that’s perfect for growing babies. . The mattress comes with a removable, washable quilted cover Which contains Purotex – a 100% natural treatment that combats moisture, mites and allergens for a more hygienic sleeping environment.

Safe Nights Superior Pocket Also featuring Silentnight’s mini-pocket support system the Safe Nights Superior Pocket comes with additional lamb’s wool padding for an extra-layer of luxurious comfort. Specially designed to regulate your little one’s temperature, the double sided mattress is approved by Allergy UK for a comfortable and healthy night’s sleep. The quilted cover also offers enhanced comfort and contains Purotex – a 100% natural treatment that combats moisture, mites and allergens for a more hygienic sleeping environment. www.silentnight.co.uk for more information.

Beautiful nursery Interior collections To become a stockist please contact Cathy Bolton 01257 230087 c.bolton@bizzigrowin.com

Making life less worrying

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nursery matters JOHN BARKER

Barking Mad This issue John Barker takes a look at stock problems faced by many independent nursery retailers. wasn’t sure I’d write an article this month as I’ve been a little ill with stress. If I had hair I would have torn it all out by now thanks to the current state of stock at many of our suppliers. With three of our key wheels accounts having nothing in stock for months and our main choice of car seats being completely out of stock it’s been a very interesting May. Big thanks go out to the brilliant NSG gang and all the help they’ve given us in completing orders! I do question the relationship we have with some of our brands, a relationship in which we are the customers remember. I speak for all us independents when I say we know the amount of hassle and anguish a delay can cause. We, like many independents I guess order stock as and when it’s sold. We give the supplier the list of required items and naively a date it is required. This “forward ordering” as we like to call it is brilliant for us as it limits the amount of stock we have to carry and we assumed (it would appear incorrectly) that this would assist the supplier with their forecasting. So you take the order and it’s “in stock”, you place the order with the supplier and date it for 3 or 4 months time. Fast forward to the required month and the items are all out of stock. . .how does that happen? It’s something that is happening on an alarming regularity with many

nursery today

Do quest ion th e re lat ion sh ip w e have w ith so me of ou r br an ds , a re lat ion sh ip in w hi ch w e are th e customer s re mem ber. I sp eak for all us in dependents w hen I sa y w e kn ow th e a mount of ha ss le an d an gu ish a de lay can ca use. suppliers an boy oh boy does it cause problems for customers. Your average customer on the street simply cannot understand that through no fault of our own their pram has not arrived as promised. We explain everything to them and they simply reply “I don’t care, I bought the pram off you and you said it would be here”. And do you know what? I couldn’t agree with them more. Unfortunately the ball is

in our court to resolve and often compensate the customer for something we have no control over. Fortunately the NSG is there to help in times of need. So another month has passed and I’m typing this on the day Mothercare announced they’d be closing 50 stores. On the back of this news I started thinking about the state of our industry and how attitudes have changed or may change as this story unravels. When I joined the family business 10 years ago the independent was king, only Toys R Us and Mothercare had a national proposition and the internet was so young it was still in nappies. Only a handful of larger retailers had a presence online and they didn’t affect things too much here on the ground. As the years have rolled by the balance shifted, we saw the rise of some large and very aggressive online sellers, we then saw them fall from grace and we rejoiced. We all moaned about how the internet was out to get us yet those of us reading this have survived and I’d like to thing have grown stronger because of it. And now it feels like the brands

have shifted their attitudes back in our favour. Ok so we can’t shift the level of stock the nationals could but we’ll invariably offer a better showcase for the brands willing to back us and I think the brands are starting to realise this. We’ve noticed an increased willingness to provide in store marketing and support, all very welcome and having a good impact where taken up. As independents we’ve fought off the big boys let’s see if we can change the landscape when it comes to baby shows next. In other news we’ve finally made the jump and booked our tickets for K&J in Cologne. Myself and Papa B have plucked up the courage to stay in a very shadey looking hotel that shows up on IMDB as the location for the Hostel films. . .at least it’s cheap. I have to admit I’m a little excited at the thought of such a large show. It will be our first time to the show so if anyone has any top tips of what to do or not do give me the heads up. Also, I like a good night out so anyone planning any all-night parties I’m your man! Until next time, may the till keep ringing and PROST! (as they say in Germany).

john@pramland.co.uk

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