cover story Shnuggle
Shnuggle up! We are finally coming out of what has been a challenging year and a half full of uncertainties for everyone in the nursery industry. During these turbulent times, expectant parents also faced a tough year, going through such a life changing process without a strong network around them including women having to attend scans and birth alone. The crucial advice and support that was readily on hand in their local nursery store, along with the ability to experience and road test products before purchasing was not available throughout the lengthy lockdowns and parents, and businesses, had to adapt to a new way of planning for parenthood. At Shnuggle, the company has also had to adapt. Over the past year the team have been focused on ensuring they can continue to fulfil customer orders by keeping their warehouse open and navigating the ever-changing logistical challenges around the world. Lockdown was incredibly tough and lonely for expectant and new parents, so a great deal of focus went into reaching out and curating supportive content across the Shnuggle community including the maternal mental health campaign #wecaretoshare which encouraged parents to speak up, talk about the 10
nursery today
Looking ahead, Shnuggle continues to review the sleep time range and 2021 will see new colourways, a streamlined bedding range, and the introduction of a stunning neutral range.
difficulties they faced and their feelings and to be heard and supported. “As a small marketing team, lockdown afforded us some time to focus on content that matched the sentiment at the time that was being felt.” Says Lynsey Parkes, Marketing Manager. “The focus wasn’t so much about the products but about offering a supportive message which matched our brand values. As we emerge from lockdown, we are excited to continue that focus whilst also focusing on producing creative new product launches and an even greater focus on our instore brand presence.” Within the wonderful nursery industry, everyone has had to significantly adapt, particularly the independent nursery stores who have faced lengthy closures and it’s admirable how colleagues, friends, associates and customers who, like Shnuggle, proactively changed ways of working to survive. Thankfully, although we are a little way off from
‘normal’, nursery retailers are open once again to provide that much needed advice and service to expectant parents on their incredible journey.
So.. welcome back! Here’s what Shnuggle have been up to: Sleep time is an important category for Shnuggle as the team knows how important it is for consumers. With baby’s bed being the third most researched and considered product by expectant parents, it’s not a decision that is taken lightly and so any product that in the Shnuggle range has to tick all the right boxes and more! Over the last few years, the sleep time range has increased substantially to one that is suitable from birth right through to latter toddler years and as with all Shnuggle products, the range focusses on style and substance, ensuring the products don’t just offer parents everything they
