9 minute read
Shnuggle
Shnuggle up!
We are nally 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 ful l 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 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.
di culties they faced and their feelings and to be heard and supported.
“As a small marketing team, lockdown a orded 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 o ering 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 signi cantly 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 o 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 o er parents everything they
think they are looking for, but that also carry features they don’t know they need yet!
The Air Bedside Crib continues to grow in popularity as the choice of crib for many parents with a subsequent strong and growing demand for the cot conversion kit. Consumers are investing in the Air Sleep System as a longer-term investment, recognising that its quality, furniture styling is not just a temporary place for baby for 6 months, but as a long term nursery staple. The reassurance the crib gives with the incline option, seven height adjustments and ‘closer to baby’ mesh sides carries over into providing ease of transition when baby moves to a bigger bed as the sleeping space remains the same – just in cot-sized form. This is also recognised by Made for Mums who recently awarded the Air with the 2021 Made for Mums Editor’s Choice award.
Moses Baskets are largely seen as a declining category; however, Shnuggle are seeing a large percentage of consumers opting for a moses basket either instead of a crib or as well as a crib, with 49% of parents surveyed purchasing a moses basket. This demand is re ected in the Shnuggle range of moses baskets, which continue to hold their own, o ering that modern, stylish and practical alternative to traditional wicker baskets.
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.
The Shnuggle Moonlight Nightlight has also experienced strong growth and a second generation of the product with key updates to use has just been launched. These updates are based on customer feedback with the latest version o ering a more simpli ed functionality in Parent Mode resulting in a reduction in the level of interaction needed to make night feeds easier.
Outside of sleep time, Shnuggle has exciting product launches planned over the next few months, adding a number of bath time accessories to the range including towel, beautiful colourways of the Shnuggle Bath and, most exciting of all, the launch of a hero product later this year within the ‘Changing’ category… watch this space!
With the increase to the instore range, Shnuggle recognise the need to continue to increase focus on instore POS and brand display designs and the team have been working hard on concepts to support retailers. For Moonlight for example, dedicated instore POS has been developed to coincide with the new version launch in June which gives retailers the ability to demo the light and as new product is introduced over the next year, the plan is to support each launch with POS and instore support.
As UK Account Manager, Orla Morris, says “We are hugely appreciative of our retailers for being so understanding and supporting us throughout lockdown, as we faced stock and logistical challenges. Whilst we ensured our retailers still had access to support and continued to deliver product knowledge sessions albeit via Zoom, we are very excited to hopefully have the chance this year to be in-store again and see our amazing retailers face to face.”
Sales Support Executive, Andrew Kent agrees: “The last year has been challenging but it has strengthened our relationships with our retailers, as we had to work closer together than ever before. We look forward to continuing those relationships and creating new ones in the coming year.”
And so, as we emerge from the Pandemic with fresh eyes and a fresh way of working, we are lled with hope and excitement of what the future brings and Shnuggle are certainly pulling out all the stops to make 2021 a recovery year to remember!
Contact Details:
For further information email: trade@shnuggle.co.uk or visit: www.shnuggle.co.uk
Getting families back on the move
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Home Equipment
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Lara2 - Ready for small spaces and big adventures
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Iris – Take sleeping to a higher level
Iris is a stylish, compact folding, lightweight travel cot that makes overnight trips to friends and family hassle-free. Suitable from birth up to approximately 3 years (15kg), Iris has split level functionality that makes it easily adjustable to suit both newborns and toddlers. The mesh sides ensure the best ventilation, and also allow parents to keep an eye on their little one. Thanks to the super-soft comfortable mattress, babies will get the best sleep possible, no matter where they are.
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Newborns
