Nursery Today June 2022 by Lema Publishing

JUNE 2022 ISSUE 9 VOLUME 25

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i-Size By Cozy N Safe

AUGUSTA i-Size

www.cozynsafe.com

Available in stores at

contents p18

Re g ul a r s

News 6 file Retailer Pro 14 t (car seats) lier Snapsho p p u S 6 4 Products 59 & 68 New ot liers Snapsh 69 Supp (sleeptime) s aby Product 70 The B Association

Contributors 10

Etopia

Asha Bhalsod focusses on the power of Prime Day and gives insights and invaluable advice.

the team

Barking Mad

Pramland’s John Barker takes a closer look at Good Egg’s new initiative which focusses on car seat safety and would encourage other independent retailers to join and be involved.

Editor

Penny Franks penny@lemapublishing.co.uk

Retail Matters

This month Online4baby takes an overview as to why the culture of your business plays a pivotal role and highlights their top tips for success.

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Retailer Opinion – let’s talk car seats

Production Director Paul Naish paul@lemapublishing.co.uk

39 Daisy Tree Baby Boutique

Production

Listers Baby Shop

Rick Vickers rick@lemapublishing.co.uk

Managing Director

p6 0

Mark Naish mark@lemapublishing.co.uk

Chairman

Kiddies Kingdom

Jolly Tots

Natural Baby Shower

Cover Story

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Baby Jogger

Baby Jogger launch new stroller - City Sights (winner of Red Dot Award 2022). Check it out by turning to page 12.

Robert Thomas robert@lemapublishing.co.uk

Features

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

www.nurserytoday.co.uk

p54

Car Seats & Accessories

Sleeptime

Spotlight 52

High Chairs

Weaning

p52

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

elcome to the June issue. This month we bring you great product features – Car Seats & Accessories (page 18) together with Sleeptime (page 60). You will also see that we shine the light on Highchairs (page 52) and products essential for Weaning (page 54). Car Seats are constantly evolving and we are seeing some great new products coming through from trusted and leading brand names, all of which continue to focus on superb levels of safety, while also tackling the subject of sustainability and technology. For example, Maxi-Cosi launched their Mica Pro Eco (suitable from birth to 4 years) which features recycled fabrics crafted from 19 plastic bottles, coupled with their Maxi-Cosi RodiFix Pro i-Size, a versatile car seat from 3.5 up to 12 years old made using Eco Care 100% recycled fabrics and we received news that Nuna now proudly offers an entirely non-toxic car seat line made with fire-retardant (FR) free, naturally flame-resistant materials. The Industry is also experiencing great innovation We highlight a plethora of car seats & accessories starting on page 18

featuring integrated full body airbag technology which achieved an unprecedented overall ADAC score of 1.5 as well as a top score of 0.9 in crash safety and 1.2 in the overall ‘safety’ category. RECARO also introduce us to their Toria Elite (suitable from 15 months to 12 years) featuring unique integrated speakers in the head area allowing children to listen to their favourite songs while keeping their heads in the protected area. It doesn’t end there however, as we also saw Britax Römer launch their BABY SAFE iSENSE featuring smart lighting technology. Apologies to the brands not listed here – the list is quite extensive, as we have also seen car seat brands gaining their ADAC scores which have recently been announced and this is of course just a small selection of car seats that are available that features sustainability, technology or ADAC results – you can find many more by simply turning to our car seat featuring starting over on page 18! We also take a look at the sleeptime product category which continues to grow within innovation and safety at the core of products that are available to assist infants and parents secure a good night’s sleep. Infant sleeptime is definitely an area which can cause parental anxieties, with newborns sleeping for up to 18 hours in a 24 hour cycle. As an industry however, we are fortunate that brands continue to refresh and offer great solutions – find out more by turning to our feature starting over on page 60. Our contributors have also been busy this month, with Pramland’s John Barker (page 48) taking a closer look at Good Egg’s new initiative which focusses on car seat safety and would encourage other independent retailers to join and be involved. While Online4baby (page 58) takes an overview as to why the culture of your business plays a pivotal role to success and offers some great tips and advice. And now time for a reminder, The Nursery Today golf day will be held on the 29th June at Puckrup Hall. As well as the Nursery Today individual Stableford trophy, the BabyStyle four-ball trophy is

also up for grabs. This is the only golf day for the nursery trade and has always been a great occasion. Featuring a morning nine hole Texas Scramble followed by lunch and then the afternoon four-ball competition. This is followed by a great barbeque and the presentation of trophies. To secure your place contact Malcolm Naish for full details on malcolm@lemapublilshing.co.uk On a final note, it’s all looking extremely positive for the Harrogate Int. Nursery Fair this year, with the organisers having announced the opening of an additional hall – the event in October is certainly looking set for success, for more information simply visit www.nurseryfair.com Great sleeptime solutions available, turn to page 60

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news

Sponsored by

Maxi-Cosi trio

are highly rated in safety by STiWa Great news from Maxi-Cosi as it announces the results for the Spring 2022 testing by ADAC, part of the Stiftung Warentest group, annual research session. In the results published for May 2022, Maxi-Cosi performed fantastically across three of the brand’s recent additions to the extensive range. Rating amongst the highest performers in the test were the revolutionary Maxi-Cosi Mica Pro Eco, the CabrioFix i-Size and brand hero Pearl 360, which were all awarded four stars. CabrioFix i-Size received four stars when used with both its dedicated base and with seat belt. This is the fifth time that StiWa has tested the Group 0+/1/2/3 car seat category, and as Maxi-Cosi have been listed amongst the highest performers each time, the team at Dorel Juvenile is extremely proud of this milestone. The judges were impressed with all of the seats ease of use for parents. The CabrioFix i-Size was voted the safest infant car seat in the Spring 2022 test gaining a full score of five starts for safety and was the winner in the Baby car seat category. Both the Mica Pro Eco and Pearl 360 were winners in the Baby/Toddler car seat category. This honour means that Pebble 360 and Pearl 360 are both test winners from the FamilyFix 360 trio. Marketing Manager of Maxi-Cosi in the UK and Ireland, Debbie Wakefield said: “To receive these accolades from an international testing foundation for three of our products is testament to the design and in-house testing of all of our car seats at Maxi-Cosi. We pride ourselves on the standard of our car seats and the safety that they provide as each is tested above and beyond the regulated requirements before it goes to market. These results confirm why we are a market leader in all areas of children’s travel. In the coming months we are excited to introduce more innovative products which raise the bar in safety standards in the UK and beyond.”

www.maxi-cosi.co.uk

Shnuggle founders receive MBEs from The Queen in Platinum Jubilee year

Shnuggle is celebrating with its founders, Sinead and Adam Murphy, with both receiving MBEs in a special year. The couple have been awarded Member of the Most Excellent Order of the British Empire (MBE) for Services to Trade and the Economy in Northern Ireland as part of the Queen’s Birthday Honours List 2022. The Queen’s Birthday Honours marks the extraordinary contributions and service of people across the United Kingdom from all walks of life. Shnuggle also celebrated a Queen’s Award for Enterprise in 2019 and held a special event attended by the Queen’s representative, David Lindsay HM Lord Lieutenant, in Co.Down. The company has created many opportunities for business and trade in Northern Ireland and Newtownards by raising its profile and providing jobs and opportunities for the local community. Now an 18-person strong team, Shnuggle also operates its own warehouse distributing products worldwide. Sinead Murphy MBE of Shnuggle, aged 44, said: “We are overjoyed to receive MBEs from The Queen in this platinum Jubilee year and we are delighted that our efforts in supporting trade and the economy in Northern Ireland have been recognised. Shnuggle will continue to grow and develop in the baby and nursery sectors and we are excited for future developments. We started with a simple purpose; to help keep babies safe, and we’ve led the way in making a baby’s first 12 months a relaxing and fun experience around the world. We have exciting plans for the future; Shnuggle really is a baby brand that is all grown up.” 6

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www.shnuggle.com

Harrogate expands

to meet demand

The organisers of Harrogate International Nursery Fair, which takes place from 16th to 18th October 2022 at the Harrogate Convention Centre, advises that space for the show it originally contracted is already fully booked, with five months still to go! Adrian Sneyd, show organiser, advises: “This year we moved to a new layout due to changes the venue were making, but such has been the early uptake for space that the first four halls are sold out with still many months to go. This is excellent news and quite unprecedented in recent years; but reinforces the support from the industry to move to an October time slot that will see both returning and new exhibitors alike. “The plan now is to open a new fifth hall which will allow the fair to expand to grow larger than last year and offer buyers more opportunities to see a larger selection of brands without the need for extensive travelling. Some of the returning brands haven’t been seen at Harrogate for a very long time, which is great news for all.” The new layout is all on one level with the halls closely connected making it easier for visitors to navigate quickly around the show. With additional space secured, there are now further opportunities for those who had previously not considered exhibiting. However, with space selling fast, the sooner booked, the better position will be secured. Adrian continues: “The show will now be permanently in October, a time when Harrogate – a popular UK tourist destination – is particularly busy. Therefore, I would strongly recommend that anyone planning to attend the show, both exhibitors and visitors, book accommodation early as bedroom space will be in high demand.” If you are a company wishing to exhibit at the show, please complete the online booking form with your space size enquiry and we will be able to offer options in the new hall layout on a first come, first served basis.

Full details are available on the website at www.nurseryfair.com

Cybex delighted to announce the safest seat tested

by ADAC The forward-facing Anoris T i-Size has been awarded as the best child car seat ever tested in its class according to Stiftung Warentest and ADAC. The first seat with an integrated full-body airbag achieved in the category “Kleinkind plus Kind” an unprecedented overall score of 1.5 as well as a top score of 0.9 in crash safety and 1.2 in the overall category “safety”. The test result illustrate the advantages of this new airbag technology with the CYBEX Anoris T i-Size demonstrating a better performance even compared to conventional rear-facing seats.

www.cybex-online.com

New Campaign

that Keeps an

i On Dads

Over the last few weeks iconic pushchair brand, iCandy, has been running a truly thoughtful initiative to support dads. Dads Club, is an inspired social concept to support new dads, work on their fitness, improve their mental health and encourage them to schedule in a little ‘me time’. With a new social poll showing a staggering 95% of men believe that it is important to talk more openly about new dad’s mental health, the campaign couldn’t have come at a better time. The same social survey (recently hosted on iCandy’s Instagram platform) also found that 63% of the 1,000+ men questioned felt anxious when they first became dads, confirming to the brand just how important it is to ensure they feel

supported and confident to open up in early fatherhood. The much-loved brand has been working with celebrity PT Rich Tidmarsh to create a unique space for Dads to access across the country, allowing them to join together and feel supported, sharing experiences about their journey to fatherhood, and to talk openly about the pressures, the joys and everything in between! The thought provoking and engaging campaign has garnered huge interest across its wide-reaching social platforms, as each week well known content creators (and iCandy users themselves!) Jay Porter, Kwadwo Benko and Daniel Cutting, have taken to the brands Instagram channel to publish weekly workouts and live material.

Sponsored by

news

The hottest (and greenest) industry awards are open! Whether you’re a creator of organic baby textiles, a producer of eco-friendly nappies or a natural baby skincare brand - The Organic Baby Awards 2022 has got you covered. Using a panel of real parents to put your product to the test, they award the very best in sustainable baby products across the industry. Offering affordable entry prices, and feedback given to all entrants (not just winners!) it’s benefits for product development, market research and PR are priceless. The OBA’s are now open for entries, with a deadline of midnight on July 25th. Use code ‘NURSERYTODAY’ at checkout for 10% off your products entry!

www.organicbabyawards.com

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news

Sponsored by

FanFinders

launch Your Baby Box programme, exclusive to Amazon FanFinders is providing members of its Your Baby Club community with essential baby products and samples from leading brands, delivered to their homes by Amazon. Having last year announced the acquisition of The Best for Baby review site, which joined the UK and US iterations of Your Baby Club in the FanFinders’ network, the company has now officially launched Your Baby Box in the UK. Designed to support members’ early parenting journeys and directly connect new parents with products, samples and resources from the company’s leading brand partners in the baby and parenting space, the launch edition of the box includes MAM, Danone, Nimble, Child’s Farm, WaterWipes and NUK. To claim their free box, members have to create a Baby Wishlist on Amazon, purchase at least £20 worth of qualifying baby products and then redeem their unique promotional code received by signing up to Your Baby Club. Adam Gillett, CCO and co-founder of FanFinders commented: “Amazon naturally represented the perfect choice for reliable delivery of the Your Baby Box programme and we estimate in excess of 3,000 boxes per month will be fulfilled, going to members specifically in the pregnancy to 3-months-postnatal life stage.” In addition to getting their products and samples into the hands of parents, recipients of the box will be surveyed for feedback on its contents, providing brand partners with regular insights from a key audience. The programme will also include tie-ins with Your Baby Club’s ‘Baby Essentials’ series, which includes product reviews and tailored emails. Brands who want to get involved in the Your Baby Box programme or would just like to know more, can contact:

adam@fanfinders.com.

Hippychick

announce their 2022 charity of the year Hippychick Ltd, based in Bridgwater, is to work in association with the Childhood Tumour Trust (CTT), a UK based charitable organisation committed to providing support for families living with Neurofibromatosis (NF). According to Vanessa Martin Chair of the CTT, ‘NF affects more than 25,000 individuals in the UK but is actually a little known about condition for which there is no cure. It can cause benign tumours to grow on the nerves and skin as well causing cafe au lait patches and problems with bones, eyes and the nervous system.’ Mike Bird, Account Manager at Hippychick was born with NF and has also passed the condition onto his two children. Mike explains “I have a tumour on my brain. Several lesions have recently been discovered on my 7-year-old son’s brain. My 11-yearold daughter had to undergo 8-hour surgery three years ago as a tumour in her neck started to cause signs of early paralysis. We are in and out of hospital all the time and live in a constant state of fear of the tumours further developing.” ‘Noticing Neurofibromatosis’ is designed to raise awareness of the distinctive café au lait patches, the most common and visible indicator of the condition. It will also be the theme of a campaign to be launched via Hippychick’ s social media channels and website throughout May. Donations are invited through Hippychick’s website at Support Hippychick’s Charity of the year – Hippychick. Throughout the rest of the year, Hippychick staff will be organising local events to raise funds for CTT.

www.hippychick.com

Graco receives a trio of accolades from ADAC Graco is thrilled to announce that three of its child car seats have been recognised by ADAC. SnugEssentials, the i-Size Infant Car Seat with Isofix base received a 4-star and overall ‘Good’ rating; EverSure i-Size the value laden high back booster car seat also received a 4-star and overall ‘Good’ rating; Turn2Me Graco’s first 360˚ rotating car seat was recognised with a ‘Good’ 4-star score for safety and an overall 3-star ‘Satisfactory’ rating. Setting the standard for safety in child car seats, ADAC is a highly regarded independent authority that chooses a select few products to put through its rigorous testing each year and bases its sought after accreditation on three criteria: safety; ergonomics and ease-of-use. Speaking about the recognition, David Welsh, Managing Director of Allison Baby UK LTD said: ‘We have worked incredibly hard to ensure the Graco portfolio stands for reassuring quality at the very best price. As such it is trusted by parents around the UK. We are proud that our products have been recognised by this independent and objective authority that is respected as setting the standard for the industry. These awards will further enhance the Graco brand which is going from strength-to-strength.’

www.gracobaby.eu

Infantino gets played in Chelsea The team at Infantino are delighted to have spotted Reality Stars, Louise Thompson and Ryan Libbey loving the Jumbo Sensory Discovery Mat. The brand, which is committed to supporting parents 24/7, is thrilled to see its playtime masterpiece being used by the high profile couple, as spotted on Louise’s Instagram grid as well as on Ryan’s stories over the course of the week, to a combined audience of over 1.6 million. Commenting on the celebrity spot, Nivi Bhide, Infantino’s Director of Marketing Europe said: “We are thrilled to see that Ryan and Louise have been using our Jumbo Sensory Discovery Mat with their gorgeous baby boy. It is the perfect way to add a playful touch to your home, as well encouraging sensory development and exploration!” For retail enquiries, please contact Nivi Bhide at:

nivi@infantino.com 8

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e-Commerce ETOPIA

The Power of

Prime Day Consumers see Prime Day as a significant shopping opportunity, sort of like a ‘Christmas in July’ experience. However, since the pandemic hit, Prime Day sales have increased exponentially with 2021 being the biggest grossing year yet, with $11.19 billion in sales.

Etopia’s Managing Director, Asha Bhalsod

nursery today

have been shortages of plastic, computer chips, and aluminium, and the lockdown in China has not helped the situation. But as companies get better at forecasting and responding to potential disruptions, the impact of supply chain issues could be less pronounced.

“

make them competitive. Coupons, Lightning Deals, Deal of the Day, Price Discount, Best Deals, or Spotlight Deals, there are plenty of options to choose from. Lightning Deals is an Amazon Prime Day classic; get your products featured for several hours on

Brands are able to reach 5 times more new-to-brand shoppers and influence their buying decision with the right deals. Sellers are also feeling the effects of inflation, including Amazon’s new 5% fuel surcharge and their recently imposed inventory limitations. All of these challenges have created a feeling of uncertainty, and many brands are wondering whether sales will be as successful as on previous Prime Days. But despite all the seemingly gloomy activities surrounding retail, Prime Day has never disappointed, especially when you go in with a solid strategy. The anticipated date for Prime Day is around mid-July, and preparation and planning should start now. In a time where campaigns are key, ensuring that you have stock to support them is vital. Be very selective about the ASINs you feature and make sure that each ASIN has enough ratings to

“

ith Amazon being the top destination for product searches, it’s even more important that you get your product portfolio and advertising campaigns prepped! Prime Day is also a great precursor to Black Friday. You can basically use this sales period to test drive products for Q4 and tweak your approach for Black Friday. After a few years of uncertainty, online shopping has become a stable access point for essential goods and a great mechanism for saving money. Brands are able to reach 5 times more new-to-brand shoppers and influence their buying decision with the right deals. There are however a few challenges that have transpired in recent months. Traditional bricks and mortar retail has been under pressure for years, and the pandemic only accelerated that trend. Many retail segments are now at risk, and we expect to see a shift to shorter leases, a demand for pop-up space and the emergence of entirely new concepts and business models. We are also seeing a growing discrepancy between off-line retail and those able to deliver a strong online experience. Unless you have a fabulous in-store experience on offer, online stores will continue to steal the show. Demand has skyrocketed over the last few years, and the supply chain has consequently struggled to keep up. There

Amazon’s ‘Today’s Deals’ page to drive reviews on the biggest shopping day of the year. The Deal of the Day runs for a 24-hour period and will increase visibility for non-performing products. It’s best not to launch new products over Prime Day as competition will be very high and the ‘noise’ will drown out the hype you could benefit from over a non-sales period. Essentially Amazon gets a lot of traffic due to marketing investment, especially when consumer discounts are applied. Advertising during Prime Day is a MUST. Even though ads are getting more expensive, they are more necessary now than ever. Simply put on Amazon, you pay to play. You just have to be smart about what you are investing in and how you manage and optimise your advertising

There will be a few brands that don’t implement any promotional efforts on Prime Day. They rather hold back to capitalise on the increased traffic generated organically by Amazon and benefit from the halo effect. And after Prime Day? Well, make sure that you are able to take advantage of your higher rankings and product page history by ensuring that you have enough stock after Prime Day to keep up with the increased demand. Prime Day is a great opportunity to claw back some of the anticipated losses in the baby category due to channels opening back up. Amazon deducts monies for marketing, remittance, packaging, you name it! By participating in Prime Day, you can certainly get your monies worth for your co-op agreement. Keep in mind that an increase in traffic means an increase in sales, and you will subsequently see a lift in your whole range, not just price promoted ASINs. You need to tailor your advertising and marketing efforts to target the Prime Day customer. This is an event most customers have been waiting for, and they take the time to save their favourite products beforehand and search for potential deals. You are dealing with

“

Essentially Amazon gets a lot of traffic due to marketing investment, especially when consumer discounts are applied. Advertising during Prime Day is a MUST.

“

campaigns during this crucial time period. Amazon Prime Day sends a lot of traffic to the marketplace, so be prepared for higher CPCs. It’s important to look at your channel and pricing strategy in an economic climate where margins are getting tighter. Brands are concerned with lower profit margins, driven by the increasing cost of goods, transport and labour. Brand Stores are drastically underutilised real estate on Amazon. It can provide you with customer behavioural insights by allowing brands to see the amount of traffic and sales their Brand Store receives. Get your storefront optimised to remain ahead of the competition by having all your products on Amazon in a single location, providing a landing page for your Amazon ads. Through this, you can create plenty of upselling and product discovery opportunities. Many brands have actually raised their prices and are hesitant to offer discounts at this stage. Overall, this could affect the depth and breadth of discounting on Prime Day. However, if you are able to go in with a deeper discount and undercut the competition, you may be in for a more successful Prime Day than most.

a captive audience; customers on Amazon are invested in Amazon as well as this 2-day sales event. Embrace Prime Day and milk it for all its worth as this is an opportunity to plug sales from a predominantly underperforming Q1. Learning what converts can be tough

and developing a profitable Prime Day strategy can be just as challenging. If you could use the support of a strategic partner to help navigate this uncertain environment, please contact Etopia Consultancy – asha@etopiaconsultancy.com

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Cover Story Baby Jogger

Set your sights on adventure

with Baby Jogger Baby Jogger has just launched a brandnew stroller - City Sights - which won the Red Dot Award 2022! Baby Jogger is for parents with passion and purpose, who want to continue to live life to the fullest and to share their adventures with their child. Because what’s better than doing what you love with who you love? Throughout their history, Baby Jogger has focused on innovations that enable parents to bring their child along for the ride, prioritising modern designs that are agile, reliable, and smart. They engineer with precision for exceptional quality and durability, testing all their products to extremes, so together you can conquer every step and take every curve at stride. They back each stroller with a lifetime frame warranty because they know parents need gear that can keep up with their active life. Baby Jogger is built to conquer subways, curbs, stairs, airplanes, small places and wide-open places – everywhere your adventures take you. 12

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As one of the most compact-folding 4-wheel modular strollers, the Baby Jogger City Sights Stroller is ready for wherever the day takes you. It comes with handy features: • • • • •

A one-hand fold makes it easy to pack up and store All-terrain wheels and suspension mean more paths and sidewalks to roam The reversible seat lets the child see everything, in any direction, along the way The reclining toddler seat, adjustable calf support and large UV 50+ canopy keep comfort levels high and spirits up Vegan leather accents on the adjustable handlebar and included belly bar give it a luxe look and feel

Ride 8 different ways with: • The carrycot • The infant car seat thanks to car seat adaptors • Or the glider board and more The City Sights bundle include the stroller, the carrycot and the weather shield, and comes in 2 fashions: Rich Black and Deep Teal.

This award is internationally recognized as one of the world’s largest design competitions. The Red Dot Label is one of the most sought-after marks of quality for good design.

Discover more by visiting their website: babyjogger.eu or contacting Christopher Grech-Cini via email: Christopher.grech-cini@newellco.com nursery today

retail

LITTLE BUBBAS

Little Bubbas is Born

xxxxxx

Nursery Today loves it when a new independent nursery store opens their doors. We spoke with Little Bubbas Baby Shop’s owner, Katie Warne to find out more about their newly opened store. Firstly, congratulations on the opening of your new store – what was the inspiration behind the decision to open the doors of Little Bubbas Baby Shop? Thank you. I have young children and I was frustrated by a lack of options in this area for, what I believe, are some of the most important investments you will make when your new baby arrives. I got a little bit fixated on this and I learnt so much about the many innovative brands that are out there, and none of them were readily available here in Suffolk. I realised that we are missing out and that there was something that I could offer so I started building relationships with suppliers and I’m now so excited to be opening to the public.

Do you have experience within the nursery sector? I’m a Mum of four so have made a lot of purchases over the last 15 years. I have also represented brands at trade shows over the last few years too. I have bought, tried, reviewed, and demonstrated many products and I think I have good instincts about what products are good for baby and for parents.

Why did you choose your current location? Crown Anchor Mews is a beautiful historic courtyard and the property is full of natural light to show my products just how they’ll look when you’re outdoors with them. It is close to the town centre and also has parking, which was really important for me to have for my customers. 14

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What would you say was your largest challenge to open the new store? That would be letting people know that I’m here and having customers put their trust in me to make the purchase with no reviews of my business.

And what would you say was your biggest success?

informative ways. It’s important as this will help with getting my shop out there to the public.

Do you feel that influencers and bloggers assist in spreading awareness of nursery products for new parents, or can they sometimes cause confusion?

How important will established brands be to your business? I’m partnering with brands that I trust and some of them are only available to independent retailers. This means that you can find products in my shop which are not available in department stores or on the high street. Working with the right brands is central to what Little Bubbas will offer. We will stock brands that we believe will make parents’ lives easier.

I have secured the perfect property for my new business and I look forward to many successes to come, but for now getting this business off the ground after delays because of the pandemic feels like a big step.

Information can be helpful and unhelpful. I have seen things such as children being incorrectly fitted in car seats, but there are many responsible and knowledgeable influencers who

What type of floor space do you operate from and how do you manage this?

I’m partnering with brands that I trust and some of them are only available to independent retailers. This means that you can find products in my shop which are not available in department stores or on the high street. Working with the right brands is central to what Little Bubbas will offer. We will stock brands that we believe will make parents’ lives easier.

I have approximately 800 sq ft of retail space filled with mainly prams and car seats. It is just me, but I can see all areas of my store.

Do you operate online and if so, how does this compliment your business? Not at the moment but my online store is a work in progress. For now, I want to concentrate on face to face customer service because this is where I can give the best advice.

Will you offer the same products online as you do in-store? Yes I will.

What about social media, are you active and also operating across these platforms? How important will this be to your business model? I’m very active on Instagram, TikTok and Facebook and post regular daily updates to keep everyone informed. I like to have a bit of fun with this and show off the products in creative and

take pride in the advice they give, and they definitely help raise awareness of new products. With Nursery being such an emotive industry how important will customer service be to your business and how will you manage consumer expectations? The focussed and personal customer service that I offer is key to having happy customers, to spread the word and for my customers to come back. I offer the products which put baby comfort and safety first. People can come to me with confidence that I want what is best for them at this exciting time of their lives.

Have you received adequate support from the brands that you

stock, or is there anything further they could do to assist in the success of your business? I’ve received amazing support so far. I’d say they have exceeded expectations in supporting the opening of my new shop.

Have you sourced any interesting products that may not be so established but you feel will enhance the offering to your customers? Yes! I’m bringing in a product line for the parents who are expecting triplets or have an older child and are expecting twins. It can be difficult for customers to find this offering.

What are the key attributes that you looked for when sourcing products? Mainly that it is compatible with the car seat brands I sell but I also check online forums and reviews to gain an understanding of what products might be trending and considered must have items. I have also used some of the products I sell so it is also personal experience.

Are you looking to take onboard further brands and if so, what is the best way for them to contact you? Yes I am. The best way would be by email katie@littlebubbas.co.uk or Instagram @littlebubbasbabyshop

Do you feel that your customers will be informed as to which products they need? Most do their research but inevitably they want a travel system.

Do you think that your customers will be brand focussed and if so, why are brand names so important to your business? I think some will be but most are open minded and like to explore all their options first.

When we look at brand names and products, do you think that you will have a product or brand that will perform exceptionally well for you? I think it will be evenly spread. I have a good mix of products offering different features to suit different customers.

Do you feel that consumers have altered the way in which they shop for products? Yes and no. A lot more research online now, which is why social media plays such a big part, but essentially everyone wants to see and feel it in person which I don’t think will ever change.

Will you be offering a price matching service? I will but it won’t be something I will be actively promoting. I think the brands I have are really good at setting their RRPs and generally most stick to them.

Will you be attending any nursery trade shows this year and if so, what benefits do you feel you receive as a business by visiting?

When we look at additional arms to your business, will you offer other services for your customers? Yes. This was something that was important to add to my business because I only focus on prams and car seats. I offer Sneak Peek, a blood test that can tell the gender of your baby from as early as six weeks, alongside this I will be offering gender reveal products. I am also working with Car Shades who make tailor fitted window blinds for most vehicles. Lastly, Baby Watcher, a rental ultrasound machine so that expectant parents can share with family and friends.

Is there a product category that you feel will become your area of expertise? I’m focused on prams and car seats at the moment, but I am considering ways for me to expand my offering.

Do you feel we have sufficient innovation and new product launches within our industry? Yes, I think there are some wonderful products out there. Brands will always improve their products and change in innovative ways to keep up with trends.

I will be attending Harrogate this year. It is great for meeting and talking to new brands. This is also a great opportunity to meet with the brands you already have and getting to see new products and colours. This is useful as I can tell expectant parents about what is coming.

Finally, what do you feel the future will hold for you? Apart from open day, do you have any further plans on the horizon you would like to share with Nursery Today readers? I would like to think that I will move to a bigger shop in three years and expand into more products like nursery furniture.

nursery today

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¹ĺĚ ŠĚǅ ¤ūēĿGĿǊ ¡Ƒū Ŀɠ¬ĿǕĚ Ŀƙ ƥĺĚ ŠĚǅ îŠē ĿŞƎƑūǄĚē ǄĚƑƙĿūŠ ūĲ ūƭƑ ĺƭĳĚŕǋ ƎūƎƭŕîƑ ¤ūēĿGĿǊ ĿƑ¡ƑūƥĚČƥɍ ØĿƥĺ ȂɍȆ ŞĿŕŕĿūŠ ƙūŕē îČƑūƙƙ /ƭƑūƎĚɈ ƥĺĚ ¤ūēĿGĿǊ ĿƑ¡ƑūƥĚČƥ ĺîƙ ƎŕîǋĚē î ĺƭĳĚ ƎîƑƥ ĿŠ ĲîŞĿŕĿĚƙ ŕĿǄĚƙɈ ċƭƥ ǅĿƥĺ ƥĺĚ ƭƎČūŞĿŠĳ ČĺîŠĳĚ ƥū ƥĺĚ ¤ȅȅ ƑĚĳƭŕîƥĿūŠƙɈ Ŀƥ Ŀƙ ƥĿŞĚ ĲūƑ îŠ ƭƎēîƥĚɍ

ēēƙ îŠ ĚǊƥƑî ċƭĿŕƥɠĿŠ ĳƭîƑē îŠē ƎƑūǄĿēĚƙ ŞîǊĿŞƭŞ ƎƑūƥĚČƥĿūŠ ǅĿƥĺ ĿŞƎƑūǄĚē Ȅ' ĿŞƎîČƥ îċƙūƑƎƥĿūŠ ĲƑūŞ ŞƭŕƥĿƎŕĚ îŠĳŕĚƙ ƥū ĚŠƙƭƑĚ ƥĺĚ ČĺĿŕēɫƙ ƙîĲĚƥǋɍ

ØĿƥĺ Ŀɠ¬ĿǕĚ ƙîĲĚƥǋ ƙƥîŠēîƑēƙɈ T¬~GTÝ ČūŠŠĚČƥĿūŠ îŠē îŠ îēŏƭƙƥîċŕĚ ūƎĚŠ ēĚƙĿĳŠ ǅĺĿČĺ îŕƥĚƑƙ ĿŠ ċūƥĺ ĺĚĿĳĺƥ îŠē ǅĿēƥĺɈ ČĺĿŕēƑĚŠ ǅĿŕŕ îŕǅîǋƙ ċĚ ƙîĲĚ îŠē ČūŞĲūƑƥîċŕĚ îƙ ƥĺĚǋ ĳƑūǅɍ ØĿƥĺ ĚǊƥƑî ĺĿĳĺ ƙĿēĚ ǅĿŠĳƙ ƥū ŞîǊĿŞĿƙĚ ƙĿēĚ ĿŞƎîČƥ ƎƑūƥĚČƥĿūŠ îŠē ŞîēĚ ƭƙĿŠĳ /Čū îƑĚ Ȃȁȁʣ ƑĚČǋČŕĚē ĲîċƑĿČƙɈ Šūǅ ĚǄĚƑǋūŠĚ ČîŠ ƙĿƥ ċîČŒɈ ƑĚŕîǊ îŠē ĚŠŏūǋ ƥĺĚ ƑĿēĚɍ

Multiple recline positions ØĿƥĺ Ȅ ƑĚŕîǊĿŠĳ ƑĚČŕĿŠĚ ƎūƙĿƥĿūŠƙɈ ČĺĿŕēƑĚŠ ǅĿŕŕ îŕǅîǋƙ ċĚ Čūƙǋ îŠē ČūŞĲǋ ūŠ ƥĺĚ ŞūǄĚɈ ǅĺĚƥĺĚƑ ƥĺĚǋɫƑĚ ƙĿƥƥĿŠĳ ƭƎ ūƑ ŕîĿē ċîČŒ îŠē ƙŕĚĚƎĿŠĳɍ

ClimaFlow for temperature control 'ĚƙĿĳŠĚē ǅĿƥĺ ĿŞƎƑūǄĚē ŕĿŞîGŕūǅ ǄĚŠƥĿŕîƥĿūŠ ƎîŠĚŕƙ îŠē ċƑĚîƥĺîċŕĚ ĲūîŞ îŠē ĲîċƑĿČƙ ƥū ĚŠĺîŠČĚ îĿƑ ČĿƑČƭŕîƥĿūŠ îŠē ŒĚĚƎ ƥĺĚ ČĺĿŕē îƥ ƥĺĚ ƑĿĳĺƥ ƥĚŞƎĚƑîƥƭƑĚɍ

AirProtect® Safety Cushions ¡îƥĚŠƥĚē ĿƑ¡ƑūƥĚČƥʬ ƙĿēĚ ĿŞƎîČƥ ƥĚČĺŠūŕūĳǋ ĿŠ ƥĺĚ ĺĚîēƑĚƙƥ ƎƑūǄĿēĚƙ ĚǊƥƑî ƎƑūƥĚČƥĿūŠ îŠē ƑĚēƭČĚƙ ƥĺĚ ƑĿƙŒ ūĲ ĺĚîē ĿŠŏƭƑǋ ċǋ ƭƎ ƥū ȃȁʣɍ

Grows with you

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¹ĺĚ ƙĚîƥɫƙ îēŏƭƙƥîċŕĚ ūƎĚŠ ēĚƙĿĳŠ îŕƥĚƑƙ ĿŠ ċūƥĺ ĺĚĿĳĺƥ îŠē ǅĿēƥĺɈ ƙū ƥĺîƥ ČĺĿŕēƑĚŠ ǅĿŕŕ îŕǅîǋƙ ċĚ ƙîĲĚ îŠē ČūŞĲūƑƥîċŕĚ ĲƑūŞ ȄɍȆ ƭƎ ƥū Ȃȃ ǋĚîƑƙ ūŕēɍ

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¹ĺĚ ¹ĿƥîŠ ¡Ƒū Ŀɠ¬ĿǕĚ ūĲĲĚƑƙ ƎîƑĚŠƥƙ îŠē ČĺĿŕēƑĚŠ ƥĺĚ ǄĚƑǋ ċĚƙƥ ƎƑūƥĚČƥĿūŠɈ ĿŞƎƑūǄĚē ƙîĲĚƥǋɈ ŕūŠĳĚǄĿƥǋ ʨ ƑĚŕĿîċĿŕĿƥǋɍ 'ĚƙĿĳŠĚē ƥū ŒĚĚƎ ČĺĿŕēƑĚŠ ƙîĲĚ ĲƑūŞ ȂȆ ŞūŠƥĺƙ ƥū Ȃȃ ǋĚîƑƙ ūŕēɈ ƥĺĿƙ ŞƭŕƥĿɠîĳĚ ČîƑ ƙĚîƥ Ŀƙ ċƭĿŕƥ ƥū ƥĺĚ ĺĿĳĺĚƙƥ Ŀɠ¬ĿǕĚ ƙîĲĚƥǋ ƙƥîŠēîƑēƙ îŠē ƎîČŒĚē ǅĿƥĺ ƥĺĚ ŕîƥĚƙƥ ƥĚČĺŠūŕūĳǋ îŠē ĿŠŠūǄîƥĿūŠɍ

Highest i-Size Safety Standards ƭĿŕƥ ƥū ƥĺĚ ĺĿĳĺĚƙƥ Ŀɠ¬ĿǕĚ ƙîĲĚƥǋ ƙƥîŠēîƑēƙɈ ¹ĿƥîŠ ¡Ƒū Ŀɠ¬ĿǕĚ ƎƑūǄĿēĚƙ ƙƭƎĚƑĿūƑ ƎƑūƥĚČƥĿūŠ ĲƑūŞ ƙĿēĚ ĿŞƎîČƥƙɍ

ClimaFlow for temperature control ¬ƎĚČĿîŕ ŕĿŞîGŕūǅ ƎîŠĚŕƙ îŠē ċƑĚîƥĺîċŕĚ ĲîċƑĿČƙ ĚŠČūƭƑîĳĚ îĿƑ ČĿƑČƭŕîƥĿūŠ UP ĚŠƙƭƑĚ ƥĺĚ ČĺĿŕē Ŀƙ îŕǅîǋƙ ČūŞĲūƑƥîċŕĚ îŠē îƥ ƥĺĚ ƑĿĳĺƥ ƥĚŞƎĚƑîƥƭƑĚɍ

AirProtect® Safety Cushions ¡îƥĚŠƥĚē ĿƑ¡ƑūƥĚČƥʬ ƙĿēĚ ĿŞƎîČƥ ƎƑūƥĚČƥĿūŠ ĿŠ ƥĺĚ ĺĚîēƑĚƙƥ ƑĚēƭČĚƙ ƥĺĚ ƑĿƙŒ ūĲ ĺĚîē ĿŠŏƭƑǋ ċǋ ƭƎ ƥū ȃȁʣ îŠē ČƭƙĺĿūŠĿŠĳ ĚŠĺîŠČĚƙ ČūŞĲūƑƥɍ

Kore Pro i-Size ĺĿŕēƑĚŠ ǅîŠƥ ƥū ēū ĚǄĚƑǋƥĺĿŠĳ ċǋ ƥĺĚŞƙĚŕǄĚƙ îŠē ƥĺĚ qîǊĿɠ ūƙĿ eūƑĚ ¡Ƒū Ŀɠ¬ĿǕĚ ĳĿǄĚƙ ƥĺĚŞ ƥĺĿƙ ēĚƙĿƑĚē ĿŠēĚƎĚŠēĚŠČĚɍ ¹ĺĚ ĿŠŠūǄîƥĿǄĚ ŕĿČŒ ƙƙĿƙƥ ŕĿĳĺƥ ĿŕŕƭŞĿŠîƥĚƙ ǅĺĚŠ ƥĺĚ ČĺĿŕē ĳĚƥƙ ĿŠƥū ƥĺĚ ƙĚîƥɈ ŞîŒĿŠĳ ƥĺĚ ċƭČŒŕĚ îƑĚî ǄĿƙĿċŕĚ ĿŠ îŕŕ ČĿƑČƭŞƙƥîŠČĚƙ îŕŕūǅĿŠĳ ČĺĿŕēƑĚŠ ƥū ĲîƙƥĚŠ ƥĺĚĿƑ ƙĚîƥċĚŕƥ ċǋ ƥĺĚŞƙĚŕǄĚƙɍ eūƑĚ ¡Ƒū Ŀɠ¬ĿǕĚ îŕƙū ūĲĲĚƑƙ ƥĺĚ ċĚƙƥ ƙîĲĚƥǋɍ Tƥ ČūŞƎŕĿĚƙ ǅĿƥĺ ƥĺĚ ŕîƥĚƙƥ îŠē ĺĿĳĺĚƙƥ ƙîĲĚƥǋ ƙƥîŠēîƑēƙ ČūŞċĿŠĚē ǅĿƥĺ ƥĺĚ ¬ĿēĚ ¡ƑūƥĚČƥĿūŠ ¬ǋƙƥĚŞ ¡ŕƭƙ ĲūƑ ĚŠĺîŠČĚē ƙĿēĚ ĿŞƎîČƥ ƎƑūƥĚČƥĿūŠɍ eūƑĚ ¡Ƒū Ŀɠ¬ĿǕĚ îŕƙū ūĲĲĚƑƙ ƥĺĚ ƭƥŞūƙƥ ČūŞĲūƑƥ îƙ Ŀƥ ĳƑūǅƙ ǅĿƥĺ ČĺĿŕēƑĚŠ ċūƥĺ ĿŠ ĺĚĿĳĺƥ îŠē ǅĿēƥĺ ƭƎ ƥū Ȃȃ ǋĚîƑƙɍ

Mica Pro Eco ØĚ ČîƑĚ îċūƭƥ ƥĺĚ ĲƭƥƭƑĚɍ ¹ĺîƥɫƙ ǅĺǋ ūƭƑ ČūŞŞĿƥŞĚŠƥ ƥū ƥūŞūƑƑūǅ ČîŠ ċĚ ĲūƭŠē ĿŠ ūƭƑ ƎƑūēƭČƥƙ ƥūēîǋɍ ¹ĺĚ qĿČî ¡Ƒū /Čū Ȅȇȁ˸ ƑūƥîƥĿŠĳ ČîƑ ƙĚîƥ Ŀƙ ūƭƑ ċĚŠČĺŞîƑŒ ĿŠ ƙîĲĚƥǋɍ sūƥ ūŠŕǋ Ŀƙ Ŀƥ ċƭĿŕƥ ƥū ƥĺĚ ĺĿĳĺĚƙƥ Ŀɠ¬ĿǕĚ ƙîĲĚƥǋ ƙƥîŠēîƑēƙɈ ċƭƥ Ŀƥ ČūŞċĿŠĚƙ ċĚƙƥɠĿŠɠČŕîƙƙ ČūŞĲūƑƥ ǅĿƥĺ ƎŕîŠĚƥɠĲƑĿĚŠēŕǋ ĿŠŠūǄîƥĿūŠ ƥū ČƑĚîƥĚ ƥĺĚ Ƕ Ƒƙƥ ƙƭƙƥîĿŠîċŕĚ ČîƑ ƙĚîƥ ūĲ Ŀƥƙ ŒĿŠēɍ qĿČî ¡Ƒū /Čū ƭƙĚƙ /Čū îƑĚɈ ǅĺĿČĺ ŞĚîŠƙ Ŀƥ ĺîƙ Ȃȁȁʣ ƑĚČǋČŕĚē ĲîċƑĿČƙɈ ŞîēĚ ĲƑūŞ ȂȊ ƎŕîƙƥĿČ ċūƥƥŕĚƙɍ ūŞċĿŠĚē ǅĿƥĺ ƥĺĚ Hɠ /gg ȃɍȁ ¬ĿēĚ TŞƎîČƥ ¹ĚČĺŠūŕūĳǋɈ ŕĿŞîGŕūǅ ǄĚŠƥĿŕîƥĿūŠ ƎîŠĚŕƙ îŠē ƭƙîĳĚ ĲƑūŞ ċĿƑƥĺ ƥū ȅ ǋĚîƑƙɈ qĿČî ¡Ƒū /Čū Ŀƙ ƥĺĚ ƎĚƑĲĚČƥ ČîƑ ƙĚîƥ ĲūƑ ƎŕîŠĚƥɠČūŠƙČĿūƭƙ ƎîƑĚŠƥƙɍ

To find out more including release dates, colours and RRP’s, contact your sales representative at UK-sales@doreleurope.com

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Feature CARSEATS & ACCESSORIES Image courtesy Recaro

Take a seat

As the only legal requirement car seats are serious business. Here we take a closer look.

s a product category, car seats are not only a core essential product, they are also the one nursery category that is a legal requirement for any infant or child under the age of 12 years old or 135 centimetres tall, whichever comes first. making this a truly unique category. As such Nursery Today asked Joie’s Head of Product Development Damon Marriot, whether as an industry we send out a universal message to the consumer as to current legislation and requirements or could we do more? “For sure there is always more that can be done to help with a universal message from all sources, so

Loretta Owen Jolly Tots “I find that new parents are particularly overwhelmed with the various stages of car seats.” 18

nursery today

whilst the general information is quite aligned there is more that can be done as an industry.” Said Damon adding “For Joie we are always looking to help put the often confusing legal and technical information into a clear and easy to read format, thus the next campaign will begin shortly to further educate on the latest updates to the child seats and variation to the two standards currently available.” Dorel’s Marketing Manager Debbie Wakefield also commented, stating “I think in the last few years this has got much better. Most brands now follow the i-Size regulation meaning that consumers have one clear message when it comes to safety. While R44 seats are still available, hardly any manufacturers are now creating these seats meaning that it is easier for consumers to know what seat they need. “ Kiddies Kingdom’s Jumaimah Hussain, who speaks to consumers on a regular basis, does however feel there is still a level of confusion. “I think we do have the right message but the feedback I get from customers is they are often confused.” Says Jumaimah. “Mainly

Hamish McPhillips Silver Cross “There certainly is a lot of innovation within the industry, which is clear when you look at the evolution of car seats over the past five to 10 years.” as there are a lot of forums and websites as well as older and newer regulation car seats that are still available on the market. All consumers need is for the message to be simplified and for those supplying or informing customers to all sing from the same hymn sheet so to speak.” What about awareness? Are consumers better educated now (especially when you consider more people have turned to online as a source of information) as to what seat they require for their children during the various growth stages? Jolly Tots Lorretta Owen told us: “I find that new parents are particularly overwhelmed with the various stages of car seats. The amount of times we have been asked if there is a next stage car seat to attach to a pushchair chassis!” Adding “You can totally understand

where they are coming from given that the new parents they will soon be responsible for the most precious small baby so getting the car seat safety right is paramount.” Car seats have certainly come a long way over the years, are we seeing a continual level of innovation within this nursery product sector? Nursery Today asked Silver Cross’s Head of Car Safety, Hamish McPhillips for his thoughts. “ There certainly is a lot of innovation within the industry, which is clear when you look at the evolution of car seats over the past five to 10 years. Everchanging market trends together with the complexities of the technical regulations make it a challenging segment to innovate within. However, year after year brands keep pushing the boundaries.” To gain an idea from

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Jumaimah Hussain

Feature CARSEATS & ACCESSORIES

an independent retailer’s viewpoint, we also asked Natural Baby Shower’s Victoria Hampson, who would say an emphatic yes commenting “From revolutionary airbag technology to innovative recycling schemes, we’re definitely seeing advancements in the world of car seats and from many of our top brands including CYBEX, Silver Cross, Maxi-Cosi and more. We feel there has been a real buzz around new releases and improvements to various car seat models, including i-Size compliancy, to meet and exceed the R129 regulations.” Of course, we can’t ignore the subject of sustainability and eco-credentials. How important

is this within this product category and are we doing enough to lesson our carbon footprints? “As an industry I think we are introducing it and it is at the forefront of the suppliers’ minds.” Said Jumaimah. “I think this will be a slow change and currently there are a few brands that have done at least one product with eco-friendly and sustainable fabrics. I think over the next year or two we will see more and more products come through.” With Lorretta adding “Plastic is a growing environmental problem and baby car seats are notoriously difficult to recycle. This is due to their complex nature. The mixture of materials ranging from

Damon Marriott Joie “For Joie we are always looking to help put the often confusing legal and technical information into a clear and easy to read format.”

rigid plastic, to metal and fabrics, are each strongly bonded. They are designed this way so that they withstand high impacts and meet safety standards. We understand these are essential for the safety of your little one, but when it comes to recycling a car seat, it’s almost impossible to manually dismantle each component and results in “90 percent of car seats ending up in landfill each year”. Most days on my drive to work I see abandoned car seats waiting to be collected by refuse whose destiny is sadly to end up in landfil.” On a final note, it is also good to remember that The Baby Products Association announced that the legislation to cease sales of R44 car seats in the EU and NI from 1st September 2023 has not been adopted in Great Britain, and as this situation stands, R44 car seats can continue to be sold here beyond this date. It is important to bear in mind that whilst R44 is being phased out in the EU, it does not infer that

Kiddies Kingdom There are a few brands that have done at least one product with eco-friendly and sustainable fabrics. I think over the next year or two we will see more and more products come through. these car seats are unsafe; but R129 (often referred to as i-Size) legislation raises the minimum standard. Consumers can confidently continue to use R44 car seats for the foreseeable future. You will find a number of car seats across the following pages, covering all Groups and requirements which are ready and available to order now.

Award winning seats Cozy N Safe’s continued growth has gained even more momentum as their latest range of i-Size models have been handpicked to go into Halfords stores all over the country. Customers will have their pick from the Banta Award Winning Morgan 360° and the Augusta i-Size. Halfords are impressed by the overall quality of the seats for the budget friendly price. Andrew Nicholas Global Marketing Manager, “Having two of our flagship models in a respected stores like Halfords all over the country is a key part of our customer growth plans for 2022 and really showcases our award-winning seats.”

01902 494 905 www.cozynsafe.com

Grows with child

Now available, the KIDFIX i-SIZE from Britax Römer. KIDFIX i-SIZE, the safest KIDFIX to date offering all round protection. Sustainable Quality: KIDFIX i-SIZE is designed and Made in Germany Packed in plant-based bags and recycled cartons from responsible sources. ■ Grows with the child from 100 – 150 cm (approximately 3.5 – 12 years) ■ XP-PAD absorbs energy by 30% in a frontal impact ■ SecureGuard reduces abdominal forces by up to 35% ■ SICT reduces side impact forces by 40% ■ Soft padded covers and carefully placed air ventilation holes on the shell ensure a comfortable journey Talk to or email the Britax Römer team today for more details. ■ ■

01264 386034 | service.uk@britax.com www.britax-romer.co.uk nursery today

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5,*+7 +$1' 3$*(

MOTION ALL SIZE 360

The only car seat you need to buy

Birth BEST BUY

INDY BEST 2021

Toddler

Child

silvercrossbaby.com

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Feature CARSEATS & ACCESSORIES

Safe and protected

Introducing the Salia 125 from RECARO, an innovative i-Size car seat that keeps your little one safe and protected from birth now up to seven years. Designed to grow with your child, the car seat, suitable from 40 – 125cm, offers a range of impressive design features to take little one all the way through childhood and make every car journey safe and comfortable. The i-Size solution offers parents a 360° rotatable car seat, which is designed to make it easier than ever to get little ones in and out of the car. For added peace of mind, the advanced side protection (ASP) provides maximum safety in the event of a collision, whilst RECARO’s HERO safety system prevents belts from twisting or slipping. Additional features include an air ventilation system that allows continuous airflow to ensure the perfect temperature all year round.

www.recaro-kids.uk

Eco care with Mica Pro Eco Maxi-Cosi has always been to care for precious life, but that care doesn’t end when children outgrow their products. Maxi-Cosi want to ensure a better and greener world for all of the babies they’ve safely carried home. That’s why they’re introducing the Mica Pro Eco. With Eco Care, the Mica Pro Eco uses recycled fabrics, made from 19 plastic bottles each, that still have the same soft and breathable qualities that parents would expect from Maxi-Cosi. Built to the highest i-Size safety standards and suitable from birth to four years, Mica Pro Eco 24

nursery today

combines best-in-class comfort with planet-friendly innovation, to create the first sustainable car seat of its kind. With all of the features you come to expect from Maxi-Cosi car seats including ClimaFlow, FlexiSpin, G-CELL and more, it is the perfect choice to care for our planet, and future generations.

www.maxi-cosi.co.uk

$'B BL 6SLQ B1XVHU\7RGD\B8.B35,17 SGI 30

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i-Spin 360™

spins with ease 360 degrees

An i-Size certified, 360° pivoting protector usable rearward from birth to 19 kg, and forward facing from 15 months. Simple Swivel™ for one-hand smooth spins, auto-engaging Guard Surround Safety™ side impact protection and Smart Ride™ lock-off ensure the utmost safety and the easiest of function.

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

TESTED BY Approx . 1 – 6 years / 76 – 115 cm

ANORIS T i-SIZE

05/22 Baby 45 – 87 cm

ATON B2 i-SIZE

Feature CARSEATS & ACCESSORIES

Easy to adjust Chicco’s Seat2Fit car seat takes safety, comfort and convenience to the next level, offering an extended rearward-facing seat that can be used from birth to 4 years (45 to 105cm).

The 360º swivel system allows parents to rotate the car seat 90º, making it easier than ever to get little one in and out of the car, while the rearward-facing set-up can be used for newborns up until the child is 4 years old. With the integrated air circulation system and a removeable mini-reducer, parents can easily find the right angle to ensure baby’s head and chest posture is correct. Additionally, the ergonomically designed backrest and seat angle help to promote correct posture and safety, whilst providing adjustable elements that grow with them. As an i-Size car seat, Seat2Fit is endorsed with the latest homologation, as well as easy-install ISOFIX connections to keep the car seat in place. In addition, it is also designed with a side safety system to protect against side impact. Seat2Fit is available in Black.

www.chicco.co.uk

Exceptional protection The Easymaxi LF car seat from Bébécar offers exceptional protection in the event of an accident, and has been carefully designed for safe, comfortable journeys. The carry handle can be folded forward or back, to help you lift your baby in and out of the car seat easily. It features a clever system that allows the seat backrest to be reclined to the lie-flat position and includes superior padding for comfort. The one-pull, three-point safety harness makes it easy to secure your baby in the car seat, and it can be fitted straight into a vehicle with the seat belt. Bébécar UK is part of the East Coast Group.

01692 408801 | sales@bebecar.co.uk | www.bebecar.co.uk 28

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Levelling up The new i-Level Signature looks every inch the fashion statement with its plush and luxurious fabrics, cosy quilted details and vegan leather accents – but it’s not just a pretty face. Partner the i-Level with the i-Base lx for laid back luxury, and rest assured that your precious cargo is in safe hands with the exclusive Tri-Protect headrest featuring Intelli-Fit memory foam that has been specially engineered for optimal head and neck security. Alterations on the go are effortless with the i-Level, thanks to the headrest and harness that adjust simultaneously, while the easy to remove, full body insert keeps tiny travellers nestled in safety.

01889 808 900 | uksales@joiebaby.com

Feature NUNA

Mindful manufacturing Nuna’s entire car seat range is naturally flame resistant

Nuna are proud to offer an entirely non-toxic car seat line made with fire-retardant (FR) free, naturally flame-resistant materials.

t each stage of the manufacturing process, Nuna strive towards one goal, making it better for baby. Through intensive research, product development, and sourcing, Nuna are able to provide products that are better for the environment, go above and beyond the necessary standards, and keep little ones and parents away from any potentially harmful substances. All car seats in the UK market must meet flammability requirements and fire retardant (FR) chemicals can be applied to fabrics in order to meet these performance standards. As one of the leaders in the industry, Nuna made the choice to offer an entire line of FR-free car seats, so customers get their choice of car seats to match their family’s lifestyle - no compromises. From fabric, to foam and beyond, Nuna take sourcing seriously. They do not add any fire-retardant chemicals, (this includes harmful tris, and halogenated FR chemicals) and only use high-end materials that have inherent flame-resistant qualities that meet UK flammability requirements, making them safer for children. One of the materials used by Nuna is Merino Wool, as it provides the perfect mix of performance, comfort, and beauty. Obtaining exclusively FR-free materials is no easy task, especially when it comes to fabrics, and Nuna’s fabric team doesn’t settle there. They take into consideration the practicality of the fabric based on where it will be used on the seat. Some areas of the seat require durable fabrics, while the sections that baby touches need lightweight fabrics that will be soft and comfy. Plus, procuring something gorgeous customers will be proud to travel with is essential, too. Staying true to Nuna’s commitment to craft gear that is better for baby, the fabric team had to do a bit of trailblazing because searching for FR-free materials means taking a step further than the status quo of the industry standard. When they discover a beautiful fabric that passes the regulated test for fire resistance, they’ve struck gold! Sometimes it’s good to be picky, especially when it comes to children’s health. Nuna don’t want parents to have to decide between their child’s exposure to harmful chemicals and the safest car seat with features that will make their life easier. That’s why materials used in all Nuna car seats are FR-free. Available in ten models, the Nuna range of non-toxic car seats offer safety and comfort with style.

www.nunababy.com 30

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Same base, next stage

The NEXT system™ offers ultimate flexibility with four solutions for the first four years, conveniently using one base for all compatible products. ™ next offers™ultimate adaptibility as the foundation of solutions a modular system with TheBASE NEXT system offers ultimate flexibility with four for thecompatible first four years, ™ ™ ™ CARI next, a carry cot car seat; PIPAone next, our versatile infant car seat; ARRA next, our lie-flat conveniently using base for all compatible products. ™

infant car seat; and TODL next, a sleek seat that grows with baby from newborn to toddler.

BASE™ next offers ultimate adaptibility as the foundation of a modular system compatible with CARI™ next, a carry cot car seat; PIPA™ next, our versatile infant car seat; ARRA™ next, our lie-flat Find out more at Nunababy.com infant car seat; and TODL™ next, a sleek seat that grows with baby from newborn to toddler. Find out more at Nunababy.com

Feature RECARO

Recaro

in the driving seat Premium, quality, and safety; those are the three principles RECARO prides itself on as one of the world’s leading car seat and stroller manufacturers. Here Managing Director for Artsana UK and Ireland, Mitch Levene, discusses why Recaro is about to accelerate in the UK market. Mitch Levene, Managing Director Artsana UK and Ireland

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rtsana UK and Ireland is responsible for some of the biggest names in the nursery industry from Chicco and Boppy, and, more recently, RECARO. Some may think that we’re choosing a particularly difficult time to accelerate the growth of Recaro in the UK market, however, RECARO has such an amazingly strong legacy of delivering quality seating for over 115 years, anytime would be right to fast track the power of this brand. The brand is unique. Recaro started with strong automotive and motorsport roots, placing it in the ideal position for consumers to transfer that brand awareness to car seats. The brand’s German heritage focuses on ensuring it is delivering premium designs, made to the highest quality, whilst ensuring that everything it delivers puts the user’s safety front of mind. Artsana now holds the world exclusive license for the development, production, and distribution of baby car seats and strollers with the RECARO brand that will be managed with effective synergies by the foundation of two dedicated RECARO Kids’ companies & the UK & Irish Artsana company: the new RECARO Kids GmbH, established in Germany, that will continue the development of innovative premium products and the new RECARO Kids Srl, located in Italy, that will be responsible for all the logistic and commercial partnerships and processes in order to enhance the strong brand positioning and to ensure an excellent consumer orientation. The third arm is represented by the powerhouse that is Artsana UK & Ireland with their knowledge & great relationships within the local markets. As a brand RECARO is focused on providing innovative and ground-breaking products and it’s really exciting to be part of a brand that is highly invested in its research and development. We’re always working on new ideas and we are committed to developing new products that will make a real difference to parents’ and babies’ lives in the future, in line with the RECARO Brand philosophy and the aim of increasing its strong presence on the market. Innovation is at the heart of RECARO, but safety is its first and foremost priority.

RECARO car seats combine ergonomic designs with safety, and it makes no compromise in its range. The range exceeds legal safety standards to ensure parents have total peace of mind and all products have been through stringent

numerous industry awards from Mother and Baby to prestigious accolades from iF Design Awards, the German Design Awards, and most recently ADAC recognition for our Avan and Kio+ Base. We’re extremely proud of these awards as they showcase that not

It’s not just parents who are sharing the benefits of RECARO, as the brand has been nationally and internationally recognised for numerous industry awards from Mother and Baby to prestigious accolades from iF Design Awards, the German Design Awards, and most recently ADAC recognition for our Avan and Kio+ Base. testing at various European facilities. We also have a patented HERO Safety System that stops the harness from slipping and twisting for maximum safety. Navigating the world of car seats can be somewhat daunting for parents, especially when the industry is surrounded by a lot of jargon that new mums and dads can often find overwhelming. The aim of launching our Instagram channel for RECARO Kids UK was to help cut through some of the noise within the car seat industry and create a platform to educate parents and simplify choosing their car seats. In addition, the platform aims to increase brand awareness amongst consumers, highlighting the premium qualities of the brand, trust, and building strong relationships with our community. This is also the first time RECARO has spoken directly with consumers and we are investing heavily in our consumer marketing programme to drive footfall and traffic to our retailers. RECARO has a strong heritage in the automotive industry and to build on that heritage we have worked with Mat Watson, a renowned voice in the industry as the Chief Content Officer and face of Carwow’s YouTube channel. We are also working with parenting influencers who are trusted voices in their field to showcase the breadth of benefits of RECARO’s products. It’s not just parents who are sharing the benefits of RECARO, as the brand has been nationally and internationally recognised for

only are our products loved by parents but also recognised as the best in design by industry experts, showcasing they are not only stylish but also practical and safe for families’ daily use. This year sees some exciting innovation from RECARO with the launch of the Salia 125, a car seat that is designed to grow from birth to 7 years. It offers a 360-degree rotation and incorporates RECARO’s unique Advanced Side Protection that transfers the energy backwards into the shell, reducing significantly the forces acting on the child. Other innovations include the Toria Elite, which is an i-Size car seat suitable from 76-105cm tall. The 1/2/3 group car seat features integrated speakers in the head area to keep little ones entertained, while allowing children to listen to their favourite songs whilst keeping their head protected. RECARO’s strollers are also a popular choice amongst parents with the Lexa Elite combining the ergonomics of a comfortable stroller with the compact lightness of a buggy. With such innovation and design available from RECARO it’s a really exciting brand to now accelerate in the UK market and there are endless possibilities for us to explore. We’re looking forward to working closely with our retailers and continuing our long term investment together in the brand. This puts Recaro firmly in the driving seat!

www.recaro-kids.com

With more than one century of engineering expertise in seats from the automotive and airplane industries, RECARO kids is the car seat maker which offers high safety standards for your children and durability, thanks to the combination of high-quality materials and ingenious design. 360-degree rotation system

360O

Reclination system

Recline Child Seat

Advanced side protection

ASP Advanced Side Protection

Air ventilation system

Air Ventilation

Salia 125

40 - 125cm I Birth - 7 years The innovative i-size car seat that keeps kids safe and protected from birth up to 7 years.

For more information, please contact your account manager or email: reception.uk@artsana.com For full range information, please visit www.recaro-kids.uk

5HFDUR 1XUVHU\ 7RGD\ $G [ PP $: LQGG

www.recaro-kids.uk

Feature CARSEATS & ACCESSORIES

ADAC

approved The Silver Cross Dream i-Size is still the safest infant carrier ever tested by independent body ADAC. Originally tested in 2020 with the Dream i-Size base, no other infant carrier has managed to beat its safest-ever score. With four layers of side impact protection and super soft, naturally antibacterial bamboo fabrics, Dream cushions your baby in safety and comfort from their first journey home. For added peace of mind, Silver Cross offers a unique car seat installation app which includes a step-by-step fitting guide and car seat compatibility checker, ensuring little ones are always travelling safely.

www.silvercrossbaby.co.uk

Fuss free

rotation

Graco’s Isofix rotating car seat, Turn2Me, gets parents in a spin

Turn2Me, Graco’s Isofix rotating car seat that swivels 360° boasts high spec safety features and superb comfort. Parents love that it offers extended rearward facing from 0-18kg (birth to approx. 4 years) and forward facing from 9-18kg (up to 4 years). Turn2Me smoothly spins 360° with just one hand, and in one smooth motion guaranteeing a fuss-free way to get little ones in and out of the car and making the switch between forward and rearward facing incredibly easy. For peace of mind the one-click Isofix, with an intuitive rearward/ forward facing locking system, means the car seat installs easily and instantly, with the added benefit of an integrated colour-coded indicator. The seat features side impact protection, offers five recline positions in both rearward and forward-facing modes, and improved neck and back support for ultimate relaxation.

www.gracobaby.eu/uk

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Peace of mind RECARO’s Toria Elite offers an i-Size car seat, suitable for little ones from 76 - 150 cm tall. Featuring a super strong well-ventilated shell with a detachable side impact protection system it provides parents with the peace of mind their little one is safe. Toria Elite, combines the highest safety standards, increased travel comfort and outstanding design. The versatile child seat grows together from 15 months to 12 years with young travellers and can be individually height-adjusted and perfectly adapts to different body sizes. The seat’s unique integrated speakers in the head area keeps little ones entertained, allowing children to listen to their favourite songs while keeping their heads in the protected area.

www.recaro-kids.uk

Feature CARSEATS & ACCESSORIES

Be EverSure you made the right choice with

Graco

Graco enters the i-Size high back booster market with EverSure i-Size, a forwardfacing car seat for children who are 100-150cm tall (approx. 3.5 to 12 years). The i-Size regulation has been welcomed by parents looking for high standards in safety and a simplified ‘height’ category system. Graco brings EverSure to the i-Size market to provide an extended choice for savvy consumers who put their child’s safety first but don’t want to pay for extras. The seat is an affordable solution – the highest in safety standards with a super keen price tag of only £100.00. EverSure i-Size provides easy transition between cars, being one of the most lightweight in its category. Its memory foam padding, padded armrests and premium comfort seat ensure a super comfortable ride and its two retractable cup holders are always a winner with children.

i-Size

security Meet i-Spin 360, a 360o pivoting protector that spins rearward, forward and everywhere in between. Now featuring i-Size security, plus Guard Surround Safety and Smart Ride lock off for built in safety and peace of mind. Turning baby towards you just got so much simpler with the Simple Swivel, the one hand turning activator positioned right where you naturally reach. The powerfully protective Guard Surround Safety panels auto-engage when the harness is tightened, to surround baby with ultimate safety. Ready to rotate - Smart Ride lock off offers smarter security, helping to keep baby rearward until it’s time to transition forwards.

01889 808 900 uksales@joiebaby.com

www.gracobaby.eu.uk

New kid on the block The Maxi-Cosi CabrioFix i-Size is an upgrade on the brand’s best-loved infant carrier car seat to ensure that it’s in line with the upcoming change in the R44 legislation. As an affordable, extremely lightweight i-Size infant carrier, CabrioFix i-Size doesn’t compromise on safety. Weighing in at just 3.2kg, it is suitable for use from birth up to 12 months and has been designed for both safety and convenience for parent and baby. Complying with the latest i-Size (R129) car seat legislation, CabrioFix i-Size contains impactabsorbing materials within the seat offering increased safety in the event of a side impact collision. Thanks to the comfortable inlay, parents have the peace of mind that their little one is in a cosy environment with optimum safety. Used with the CabrioFix i-Size Base (RRP £139.99), CabrioFix i-Size can be installed with ISOFIX for a simple click-and-go system on the move. Parents can also use the CabrioFix i-Size with Maxi-Cosi’s capsule pushchair collection to form part of a convenient travel system.

www.maxi-cosi.co.uk 36

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Quick, safe installation New for 2022, Chicco’s GoFit Plus is the versatile Group 3 car seat that provides comfort and safety during transport for children from 22 to 36kg (approx. 6 years old).

Versatility with

RodiFix

Meet Maxi-Cosi RodiFix Pro i-Size, the comfortable, safe and versatile car seat from 3.5 up to 12 years old.

A quick and safe installation is easily achieved thanks to the anchor points and 3-point car belt, and hip belt guide and shoulder belt clip which allow for easy positioning of the car belt. The ErgoBoost contoured seat with double foam padding provides comfort and support, and the removable, dishwasher-safe cup trays can be folded to save space when not in use. The innovative one-handed release system and built-in carry handle allows for easy and comfortable carrying from vehicle to vehicle. GoFit Plus is available in Black.

It has multiple, relaxing recline positions, offering years of comfort for children whilst travelling. Compliant with i-Size safety standards, this seat has an adjustable design which alters in both height and width as children grow. RodiFix Pro i-Size also boasts multiple recline positions, and is designed with Maxi-Cosi’s ClimaFlow ventilation technology for extra comfort and to regulate a rider’s temperature in all seasons. With extra high side wings to maximise side impact protection and made using Eco Care 100% recycled fabrics, now everyone can sit back, relax and enjoy the ride.

www.chicco.co.uk

www.maxi-cosi.co.uk

When the Axkid ONE becomes even better Axkid were never complete in developing the safest car seat they ever built, now though they are happy to announce that the ONE becomes even better – please welcome Axkid ONE 2! Even though the visual changes are not obvious to the eye, more than 150 updates have been made to improve the overall experience of the car seat. Here we guide you through the most important updates and the popular features of Axkid ONE. The unique and fundamental functions of Axkid ONE will feature in Axkid ONE 2, but with an even higher quality and integrated functions. More than 150 changes have been developed to improve the user experience and safety of the Axkid ONE 2. From the smallest screw and components, playing key roles in some of the beloved main features, to larger visual differences such as the headrest and inlays, the Axkid ONE 2 has once again, set new standards on the market. Many changes have been developed to increase the user experience and improve the functions of Axkid ONE 2. The key features that have made this car seat unique, and beloved remain but the time is here for the ONE to get even better.

For more information, please contact salesuk@axkid.com

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retailer opinion

Nursery Today caught up with Daisy Tree Baby Boutique’s Claire Caborn and Listers Baby Shop’s Terri Hall, to find out how car seats perform for them within their business, if they feel we have sufficient innovation within this category and a look at sustainability in this sector. Here’s what they told us.

Claire Caborn

Do you feel we are seeing sufficient innovation within the car seat sector?

Yes it can be quite difficult to keep up with! There seems to be something new on a regular basis.

As a legal requirement, do you feel that we send out a universal message to the consumer as to current legislation and requirements or could we do more?

It›s very complicated for parents. There is too much misinformation online. I think the main message our industry should be focussing on is not to buy your car seat online and go and see a specialist to assess suitability.

How do you convey key car seat safety messages to your customers?

Customers come in to ask for advice so for me conversation and communication is key and the important messages are easily discussed throughout our conversation. We carefully consider our car seat choices to ensure we have something for every customer’s needs and budgets. It is an area of our shop that is always expanding.

How important is social media or your website to your business when we look at the car seat sector?

Social media is so important for the car seat sector. At Daisy Tree we always take a photograph of car seats in people’s cars so that others can see how they fit. We take note of any problems whilst fitting and pass this information on. It helps to build a knowledge base. That said, just because a car seat fits in one car and another customer has the same car it still may not be suitable as every child is different and every parent is different and will have the front seats in differing positions - another reason not to buy online unless you have consulted a car seat specialist and tried the seat in your car.

Are new parents understanding the various stages of car seats and have a clear knowledge of what they require at each age stage prior to purchase? Absolutely not! I’ve spent years picking up the prices when someone has bought an 18kg seat online. For example when their child was high on the percentile range and they’ve grown out of it by the time they are 2.5 Years. This leaves the child in a vulnerable position unless the parent seeks advice. If you do it right at each stage you will only need three car seats from 0-12 years.

Sustainability and eco friendly products are very much in the mind of the consumer. Do you feel that as an industry we place sufficient focus on sustainability?

Not at all! Something needs to happen. So many parents come and ask if there is a car seat recycling scheme. As an industry it would be good for suppliers to focus on that. Some brands offer eco fabrics which is good and a step in the right direction.

Have you experienced a particular spike in sales across a specific group car seat? There is a spike with 360 seats and also extended rear facing to 25kg and beyond

Are your customers looking for a fully recline infant car seat?

Some customers like a recline but in the main where infant carriers are concerned they tend to go for the seat that comes with the travel system and if it reclines or is 360 that is a bonus but not the overriding reason as to why they purchase.

Finally, what type of support do you receive from your suppliers and is there anything further they could do for you?

Training is very sporadic. I have built up my knowledge base by asking questions, noting ADAC car seat safety testing stats, consulting the Department for Transport road safety and accident stats, fitting countless car seats in differing vehicles and attending the IOSH Child Seat Safety Courses. As the car seat specialist in Aberdeenshire and only having a small shop we don’t have room for everything and so to make this a requirement is somewhat short sighted. I will always sell the seat that’s appropriate for the child and the car rather than steer customers towards what I have available to me. I would rather lose a sale than to sell a seat that I feel is unsuitable when I know there is a better choice that is unavailable to me.

Terri Hall

Do you feel we are seeing sufficient innovation within the car seat sector?

I think car seat innovation is changing all the time. Suppliers are striving to make car seats safer and safer.

As a legal requirement, do you feel that we send out a universal message to the consumer as to current legislation and requirements or could we do more?

I think more could be done. In my experience consumers, unless they have really done their research, don’t know about the current legislation or what it means. I say to my customers that we always hear about what to eat, what not to eat etc. but nothing on the TV around child car seat safety.

How do you convey key car seat safety messages to your customers? By spending the time with them to explain and making it as simple as possible

How important is social media or your website to your business when we look at the car seat sector?

It is really important to explain the safety message through social media not just the look and price of the car seat.

Do you feel parents are actively researching car seats online prior to purchase?

I think it is half and half. I’m finding that consumers will look but still not understand until they have a human show them.

Do you feel that influencers/bloggers can sometime cause confusion with regards to car seat safety? Definitely, from what customers tell me it can be the wrong information.

Are new parents understanding the various stages of car seats and have a clear knowledge of what they require at each age stage prior to purchase? I think they have a knowledge of what they might need but find out that’s not what they need at all when they get expert advice.

Sustainability and eco friendly products are very much in the mind of the consumer. Do you feel that as an industry we place sufficient focus on sustainability? The sustainability aspect is in high demand and customers are definitely wanting eco friendly but not at a huge increase at cost to them.

Do you feel that we are experiencing an enhanced level of the use of technology when we look at the development of car seats? All the time which is great. Maxi Cosi in particular but a lot of time and technology appears to make car seats the safest possible.

Have you experienced a particular spike in sales across a specific group car seat? For us, it has been from Birth to 12 years.

Are your customers looking for a fully recline infant car seat?

This seems to be on the rise now. Especially when fitted onto the isofix base and not just reclined on a chassis. nursery today

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Parenting Made

Simple

The Doona is the world’s first complete and fully integrated travel system, allowing you to move from car seat to stroller in seconds. It is TUV and FAA aircraft approved, helping make travelling with a baby easier. Suitable to use from birth to 13kg/29lbs. Keeping baby protected in the sun and on holiday is simple with the range of Doona summer accessories. The Doona Sunshade Extension is designed to protect baby’s sensitive skin from direct sunlight. While the Insect Net keeps pesky bugs away. Day-to-day essentials can be kept within reach when using the Doona outside the car, with Snap-on Storage. Accessories available to purchase separately.

sales@cuddleco.co.uk

Drive Your

Summer Sales The award-winning car sun blinds hand-made to fit all rear car windows perfectly

Voted Mother & Baby 2022 Best Travel Accessory Over £30, Car Shades are vehicle specific car sun blinds that cover all rear windows of a car even the boot, leaving no dazzling gaps to stop the sun from getting into precious little eyes in the back, and helping to create stress free journeys for everyone. A perfect edge-to-edge fit compared to alternative sun blind solutions, they fit to the window frame instead of the glass so that they don’t fall off and still allow full operation of the rear passenger window to get fresh air into the car when needed. Easy to install and fit at home and made in the UK, these are a fantastic travel accessory that’s easy to see why parents awarded these the Gold Mother & Baby Travel Accessory for 2022.

To find out more about Car Shades retail opportunities contact: Marketing@carshades.co.uk www.carshades.co.uk

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retailer opinion Nursery Today caught up with Kiddies Kingdom’s Showroom Store Manager, Jumaimah Hussain, to find out how car seats perform for them within their business, if they feel we have sufficient innovation within this category and a look at sustainability in this sector. Here’s what Jumaimah told us. Do you feel we are seeing sufficient innovation within the car seat sector? Yes, we have numerous brands that are leading the way in innovating car seats. Everything from clima flow fabrics to eco-fabrics made from plastic bottles and even folding car seats which are becoming all the rage.

As a legal requirement, do you feel that we send out a universal message to the consumer as to current legislation and requirements or could we do more? I think we do have the right message but the feedback I get from customers is they are often confused. Mainly as there are a lot of forums and websites as well as older and newer regulation car seats that are still available on the market. All consumers need is for the message to be simplified and for those supplying or informing customers to all sing from the same hymn sheet so to speak.

How do you convey key car seat safety messages to your customers? We always start with a general chat to get a feel for what the customer is aware of and not. We use a parent to parent way of chatting so we simplify and cut through the jargon. We advise on: ■ ■ ■ ■ ■

urrent regulations and the difference between C R44.04 and R129(I-size)   What groups apply to their infant/toddler/child   What seat they require and why What vehicle they have Always check the fitting

How important is social media or your website to your business when we look at the car seat sector? Our website is particularly important to us as it shows all there is to offer in terms of car seats and advises consumers. We explain different regulations and key safety points of the seats and we also highlight our offering of free car seat installation parent training. As parents want to know what the best car seat is for their budget, the website also provides clarity on the different price points of the seats, which plays a big part in the customers purchasing decision. Social media also allows us to show customers how car seats work and fit in the car.

Do you feel parents are actively researching car seats online prior to purchase? Parents will often shop online first to see prices, colours or stock availability then come to the showroom to try the display model. Opting to come to the showroom means parents can also have a free fitting of the car seat.

and have a clear knowledge of what they require at each age stage prior to purchase? New parents often rely on coming into the store to speak to one of our car seat gurus. We have many years of experience and knowledge and we are more than happy to assist in checking their vehicle and training them on how to use the car seat and what to look out for when they are ready for another stage.

Sustainability and eco-friendly products are very much in the mind of the consumer. Do you feel that as an industry we place sufficient focus on sustainability? As an industry I think we are introducing it and it is at the forefront of the suppliers’ minds. I think this will be a slow change and currently, there are a few brands that have done at least one product with eco-friendly and sustainable fabrics. I think over the next year or two we will see more and more products come through.

“Parents will often shop online first to see prices, colours or stock availability then come to the showroom to try the display model. Opting to come to the showroom means parents can also have a free fitting of the car seat. “

Do you feel that influencers/bloggers can sometime cause confusion with regards to car seat safety? Yes, they do. Often, they have been sent a car seat and have never been advised on how to use it in the safest way. I have watched many programmes or seen social media videos and pictures and seen that a child’s harness isn’t on correctly or is twisted, or that the child is forwardfacing too early (before 15 months) or in a car seat that is completely not appropriate for the child’s age.

Are new parents understanding the various stages of car seats

Do you feel that we are experiencing an enhanced level of the use of technology when we look at the development of car seats? I can see the enhancement for sure and we have a few key brands that are definitely leading in this department.

Have you experienced a particular spike in sales across a specific group car seat? We are currently seeing a lot of 2/3 car seats as people get ready for long journeys in the summer holidays. Also, group car seat awareness is growing and parents are now more clued up on their car seat knowledge than ever.

Are your customers looking for a fully recline infant car seat?

The lie-flat car seat market is very strong. Parents use the car seat more for the first 6/7 months attached to the stroller frame instead of using a carrycot. Parents’ lives are a lot faster than say 10 years ago as we tend to be nipping in and out of places and it is inconvenient for the parent to have to remove their baby from the car seat into the carrycot, especially if they are napping peacefully.

Finally, what type of support do you receive from your suppliers and is there anything further they could do for you? They are amazing and very supportive. We are trained quarterly, have Facebook groups that we can join and we are also ISOSH car seat trained so we are very confident in what we do. Suppliers are always there to help with any questions or troubleshooting. nursery today

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retailer opinion Nursery Today caught up with Jolly Tot’s Owner, Lorretta Owen, to find out how car seats perform for them within their business, if they feel we have sufficient innovation within this category and a look at sustainability in this sector. Here’s what Lorretta told us. Do you feel we are seeing sufficient innovation within the car seat sector?

I think we are seeing innovation but I think that it’s an area that will always be “a work in progress” due to ever changing regulations and consumer demands. There are lots of new ideas for example the Britax Baby ISense car seat that has built in smart lights. Which is a really cool idea. We regularly hear from parents who are looking for something to help prevent a toddler from escaping but at the same time are safe. This is an area that I believe could do with some innovation. We all understand the importance of installing a car seat correctly but it’s equally important that the car seat harness is also securely fitted without the ability for the child to escape.

As a legal requirement, do you feel that we send out a universal message to the consumer as to current legislation and requirements or could we do more?

As a retailer we try to convey the current legislation to the customer but can be met with challenges from them. They have often been given conflicting advice from others about standards or perhaps had a child a few years ago when the legislations were different. As a store we make sure staff are kept up to date with all legislation and display a number of posters with advice and guidance on.

How do you convey key car seat safety messages to your customers?

We use our social media platforms. We regularly share messages on the benefits of keeping children rearward facing for longer. We also share videos to help warn of the dangers of having incorrectly installed seats and facing children forward too soon. Instore we have a number of signs and posters in our car seat area explaining the benefits of rearward facing and the R129 standard.

How important is social media or your website to your business when we look at the car seat sector?

It’s very important. We regularly do live videos comparing different models. We also share demonstration videos on how to correctly install car seats. We also use the socials to highlight the need to keep babies rearward facing for as long as possible.

Do you feel parents are actively researching car seats online prior to purchase?

I think in general parents fit in different categories. Those that have done their research and know exactly 42

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what model etc fits their needs and those that have no idea what they are looking for. I think the increasing number of online groups etc. are making it easier for parents to make informed decisions on what type of car seat fits their needs. Although sometimes the amount of options out there can confuse even the more decisive parent.

Do you feel that influencers/ bloggers can sometime cause confusion with regards to car seat safety?

improved design of car seats. The older “newborn” dummies were made only of fabric and had no sensors. The new “Q” newborn dummies now feature four sensors in critical locations: the head, neck, thorax and pelvis. These sensors are extremely delicate, designed to simulate the fragility of a newborn body. It’s classed as the first ‘multi directional ‘ dummy. There has also been a number of ‘smart cushions’ on the market that can alert you if the child has been left alone in the car.

Have you experienced a particular spike in sales across a specific group car seat?

Even before purchasing a car seat expectant parents I have seen many pics on social are talking about “spin car seats”. They have often been media where influencers/bloggers recommended them by friends and family. These are have been called out for their car seat safety. one of the best-selling car seats in our store. With I think the public is quick to jump on criticising families often buying more than one. The Joie Spin influencers/bloggers when they post pictures of their children in car seats. Everyone welcomes safety 360 and iSpin 360 is a particular favourite in our store. guidance but sometimes it can feel somewhat of a We have recently become stockists of Britax and witch hunt. I think everyone needs to remember that Axkid. The reason for this is we are seeing a huge these people are only human too and just like all of us increase in parents wishing to keep their children always learning. You can always flip it on its head and rearward facing. A baby’s head makes up 25 per cent say from their mistake we can all seek guidance and of its body weight. Rearward facing seats conteract see where they have gone wrong. the forward movement thus I find that new distributing the force on their backs The bottom line is a car seat is a safety product not a fashion parents are causing less stress on bendy parts. accessory. Are your customers looking

Are new parents understanding the various stages of car seats and have a clear knowledge of what they require at each age stage prior to purchase?

particularly overwhelmed with the various stages of car seats. The amount of time we have been asked if there is a next stage car seat to attach to a pushchair chassis!

I find that new parents are particularly overwhelmed with the various stages of car seats. The amount of time we have been asked if there is a next stage car seat to attach to a pushchair chassis! You can totally understand where they are coming from given that the new parents they will soon be responsible for the most precious small baby so getting the car seat safety right is paramount.

Do you feel that we are experiencing an enhanced level of the use of technology when we look at the development of car seats?

The introduction of R129/00 i-Size is the latest car seat standard designed to surround the child with enhanced safety and security. It uses advanced dummies called ‘q’ dummies. Not only has the sensory technology improved to test for greater sensitivity, the dummies also feature more sensors on fragile areas of the body. This equals a better understanding of what happens multi-directionally during a crash, allowing

for a fully recline infant car seat?

We are seeing a huge increase in the number of customers seeking a car seat that fully reclines. The addition of an option within the BabyStyle range of a reclining car seat is fantastic. The Peg Perago Primo Viaggio lounge is a particular favourite with our customers. The Joie I-level is very popular instore especially in the new stunning Signature fabrics. They are truly beautiful and so compatible with other brands.

Finally, what type of support do you receive from your suppliers and is there anything further they could do for you?

Our staff have undertaken training from various brands but it would be fantastic if more companies offered this as it really does help with sales and making sure that we are giving out correct advice. The Joie ‘fit finder’ is particularly useful and really does help when customers are looking for a car seat that will fit not only one car. In general they are very supportive and always on hand if we have a customer who needs reassurance that the baby is sitting correctly in their seat and using the correct support.

Feature CARSEATS & ACCESSORIES

Alter at touch

of a button The perfect travel companion for every journey.

Providing the perfect fit throughout childhood, Chicco’s MySeat i-Size car seat will grow with your little one, providing safety and comfort from 15 months to 12 years (76-150cm). A height-adjustable headrest can be altered as little one grows, while three reclining positions from upright to sleeping can be easily altered with the touch of a button. A padded recliner cushion is designed to provide extra support, and an internal integrated Air Circulation System maximises airflow to keep little one cool. Safety features include retractable, side impact protection to absorb side force in the event of a collision, and a 5-point safety harness. As an ISOFIX seat, the top tether can be used to secure MySeat until little one reaches 105cm, and from 100cm it can be used with the car’s threepoint belt and rigid connectors. MySeat is available in Black.

www.chicco.co.uk

Extended rearwardfacing

Seat3Fit car seat from Chicco offers extended rearwardfacing and grows with little one from birth until 7 years, to offer the perfect fit and ultimate comfort at every age between 40cm and 125cm. Seat3Fit can be used in rearward facing mode until 105cm (approx. 4 years), providing extra safety in the event of an accident, and is equipped with a side safety system for additional protection. As an i-Size seat, parents can rest assured it is endorsed with the latest homologation. Seat3Fit’s 360º swivel system means that moving from rear to forward facing is easier than ever, as well as making it easy for parents to get little one in and out of the car with a simple 90º rotation. An adjustable headrest and different reclining positions ensure Seat3Fit is a comfy fit every time as little one grows. The installation of Seat3Fit is simple and secure thanks to the ISOFIX connection points. Seat3Fit is available in Black.

www.chicco.co.uk

Robust for babies

Nuna’s NEXT system – one base with four compatible car seats The BASE next is made from resilient, shock-absorbing plastics to reduce force and keep babies safe. It is fitted with a low rebound bar for more legroom, True lock base installation technology and has 13 ISOFIX positions (allowing a custom fit on your vehicle seat) and a button for 360° seat rotation. Nuna’s CARI next, TODL next, ARRA next and PIPA next all fit sleekly onto the BASE next, offering parents ultimate flexibility during their little one’s first four years. From full recline and carry cot options, to accommodating growth into toddlerhood – the NEXT system compatible car seats have it all.

www.nunababy.com nursery today

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retailer opinion Nursery Today caught up Natural Baby Shower’s Co-Founder, Victoria Hampson, to find out how car seats perform for them within their business, if they feel we have sufficient innovation within this category and a look at sustainability in this sector. Here’s what Victoria told us. Do you feel we are seeing sufficient innovation within the car seat sector? From revolutionary airbag technology to innovative recycling schemes, we’re definitely seeing advancements in the world of car seats and from many of our top brands including CYBEX, Silver Cross, Maxi-Cosi and more. We feel there has been a real buzz around new releases and improvements to various car seat models, including i-Size compliancy, to meet and exceed the R129 regulations.

How do you convey key car seat safety messages to your customers? Educating our customers has always been one of the key pillars to all operations here at Natural Baby Shower, and this includes communicating the safety features behind car seats, especially as it can be a little confusing! We’ve made sure that correct information is available to any parent or shopper at any time of day, through a multitude of channels including our car seat buying guide, detailed product descriptions, blogs and a one-way video call service with our team of nursery specialists. Plus, to ensure that these safety measures are being met in the real world, our Surrey store is home to a popular car seat fitting service, where our expert team will demo how a chosen product works and is correctly fitted in a customer’s actual car. As well as this, our PR & Marketing, Customer Service and of course team of Sales Advisors receive regular training to ensure up-todate product knowledge and in-depth understanding of the strict car seat safety laws followed in the UK.

How important is social media or your website to your business when we look at the car seat sector? Do you feel parents are actively researching car seats online prior to purchase? Our social media channels offer a platform to connect with the parenting community on many conversations, including those that surround car seats. Whether that looks like a product spotlight on a new launch, an IG Reel highlighting an innovative feature or hosting a Review + Keep for real tester feedback, we often see

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great engagement with this topic. We monitor our social media channels to ensure that they’re a safe space for open discussions, so our comments section is a great way for parents and customers to put forth their questions or concerns to be answered by the team.

Sustainability and eco-friendly products are very much in the mind of the consumer. Do you feel that as an industry we place sufficient focus on sustainability? Needless to say sustainability is the driving force behind everything we do here so it’s truly amazing to share this with the modern consumer. Every eco-credential behind our products is communicated to either inform our customers or

compromising on safety. In fact, these two car seats have been commended across regulatory boards for offering the highest safety standard, as verified by ADAC and Red Dot Design Awards.

Are your customers looking for a fully recline infant car seat? When shopping in-store, our nursery specialists can discuss with our customers exactly what they’re looking for in a product. We have found that many parents or parents-to-be are looking for car seats that offer optimal comfort for longer periods of time, whether in the car or as a travel system. Ultimately, this has led to many customers drawn to reclining or lie-flat car seats as an alternative to carrycots to keep baby undisturbed if they want to pop to the shops or visit a café with a friend.

“There is undoubtedly some incredible technology featured in recent car seat launches - the CYBEX Anoris T i-Size and Maxi-Cosi Coral 360 come to mind for offering revolutionary design without compromising on safety. In fact, these two car seats have been commended across regulatory boards for offering the highest safety standard, as verified by ADAC and Red Dot Design Awards.” commend the efforts of our brands who are going above and beyond to help the planet. Without our brands providing sufficient focus on sustainability, we simply would not house them here at Natural Baby Shower.

Do you feel that we are experiencing an enhanced level of the use of technology when we look at the development of car seats? There is undoubtedly some incredible technology featured in recent car seat launches - the CYBEX Anoris T i-Size and Maxi-Cosi Coral 360 come to mind for offering revolutionary design without

Are new parents understanding the various stages of car seats and have a clear knowledge of what they require at each age stage prior to purchase? We find that understanding or knowledge of car seats can really vary when talking to new parents, some have a great understanding of what they’re looking for, but in recent times we have seen a growing interest in customers shopping more economically. Consequently, our all-stage car seats have become a lot more popular, offering the longevity and cost-efficient alternative parents are after compared with purchasing separate stage 1/2/3 car seats.

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Be safe with

Britax Römer BABY SAFE iSENSE – the smartest car seat from Britax Römer.

With smart lighting technology, the BABY SAFE iSENSE installation lights have you covered. Even in the dark. ■ Designed and Made in Germany ■ i-SIZE approved and suitable for use from Birth – 15 months (40-83 cm) ■ Smart Lighting inside the seat allows parents to see the baby and for baby to see the parent ■ Plus, the Smart Lighting on the outside helps the parent to see where they are going and makes popping the seat into the car easier at night or in dimly lit areas ■ 90-degree rotation when using the FLEX BASE iSENSE makes placing the baby in and out of the car easy ■ Lie-flat technology keep a sleeping baby comfortable Talk to or email the Britax Römer team today for more details.

01264 386034 | service.uk@britax.com www.britax-romer.co.uk

For every

stage

The every stage FX, group 0+/1/2/3 is the ultimate transporter with easy install options and growth every way for every stage. With four seats in one, this every stage seat grows with your child starting as a rearward facing seat from birth to 18kg, to a 9-18kg ISOFIX installed forward facing seat, then converting to a belted booster from 15-36kg. The every stage FX transforms to fit as your kiddo grows. As the headrest adjusts up, AutoAdjust side wings expand to custom fit growing little ones all the way up to the tallest of 12 years old.

Tel: 01889 808 900 uksales@joiebaby.com

Seat Back Organiser from Clippasafe Keeps Car Journeys Stress Free

The Seat Back Organiser from Clippasafe is a must-have for parents who take their children on car journeys and want to keep them entertained. Great for short commutes and perfect for helping to keep kids occupied on longer trips; the organiser features straps that attach it easily to the front seat. It has pouches to keep items like toys, books and snacks in, plus a tablet viewing compartment so children can have their very own seat back TV. Parents love the product too, one Mum wrote in a review: “This is a brilliant product, especially for long trips! My daughter really enjoys watching films when we have to do long haul trips to family, so this is perfect and also fits her drinking bottles in. Well worth the money!” The Seat Back Organiser is part of the Clippasafe Auto Range which also includes the Padded Seat Protector for use under baby car seats, as well as safety essentials such as the Bump Belt, Clear View Baby Mirror and Car Seat Security Clip.

0115 9211 899 www.clippasafe.co.uk nursery today

supplier snapshot Nursery Today speaks to some of the industry’s finest to find out their thoughts on the car seat sector.

Luisa Svensson

CONSUMER & TRADE MARKETING MANAGER, GRACO

How do you convey your key car seat safety message to the consumer? We use our social media channels to have direct and more personal conversations with our audience. We use carousel posts that are saveable to present important safety information, such as the key height for the headrest and where the safety straps should sit across the child.

Debbie Wakefield

MARKETING MANAGER UK, DOREL

How do you convey your key car seat safety message to the consumer? Conveying the message of safety to the consumer is certainly easier now that all brands are on the same page. For every product that we launch, safety is at the top of the list, and our innovative features are always described in our product listings. Consumers now know us to have a set of standards such as G-CELL side impact technology, ISOFIX and anti-misuse locks that come on most of our new products. Knowing such things come as part of our benchmark in safety make the purchase journey much easier. Do you feel parents are actively researching car seats online prior to purchase? Yes. From our consumer research, we know that the journey to purchase a car seat usually starts online. We see consumers beginning online where they will research regulations, makes, models and read reviews, before going into stores to get further advice from our colleagues in store. Sustainability and eco friendly products are very much in the mind of the consumer. As a business, what type of focus do you place on sustainability? We place a huge focus on sustainability, that’s why our commitment to tomorrow can be found in our car seats today. At the end of last year, we launched our new sustainable from birth to 4 years old car seat, the Mica Pro Eco. This seat uses EcoCare meaning the fabrics are made from 100% recycled materials equalling 19 plastic bottles in every seat! And EcoCare isn’t going anywhere, as more and more of our upcoming products will feature the same planetfriendly materials. While it is only a small step into the world of sustainable car seats, it is a huge step in the right direction.

Damon Marriot

HEAD OF PRODUCT DEVELOPMENT, JOIE

Do you feel we are seeing sufficient innovation within the car seat sector? Car seats have consistently been an area with a high level of innovation throughout the last few years with consumers always looking for the best and most up to date features. Factors that are front of mind for consumers include safety, ease of use and additional features. Many brands are in the process of transitioning towards R129 which means that different use-age periods and attachment methods are being explored to ensure the products pass the more stringent safety tests. Are new parents understanding the various stages of car seats and have a clear knowledge of what they require at each age stage? As a brand how do you ensure you send out a clear message? New and expecting parents certainly understand the type of seat they need for their new arrival and tend to know the basics of what they need following on from that. However, there is so much choice on the market now that advice is often needed to narrow down the selection and to ascertain if the seat is suitable for the vehicle. 46

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How important is social media to the business to keep your car seat range in front of the consumer? Social media is a critical channel to have more personal conversations with our consumers and to listen to them and respond to their questions. Safety is a key priority to parents so they need to feel confident in their purchase that the product won’t let them down and the brand is responsive to them. Do you feel parents are actively researching car seats online prior to purchase? All parents will search online, particularly for product reviews and recommendations. It’s important that we are involved in high profile consumer media reviews and we maintain a very healthy pipeline of influencers testing and recommending our car seat range. Are new parents understanding the various stages of car seats and have a clear knowledge of what they require at each age stage? As a brand how do you ensure you send out a clear message? New parents are savvy and understand the complexities of the car seat stages, but the wealth of brands a choice on the market can be bewildering. We differentiate Graco by focussing on our ‘value for money at no cost to product integrity’ messaging. When we launched Turn2Me, our first 360˚ spin car seat, it fit perfectly into the category with our Graco reassurance. To enable parents to understand how to use each seat in our extensive range, we leveraged the launch of Turn2Me with a microsite dedicated to child safety, where we worked closely with parenting media and influencers to devise original content that would resonate with our audience.

To ensure that the consumer can make a fully informed decision, we present category and usage requirements for all of our seats which is easily accessible combined with additional assets to help highlight the key features and benefits of the various products that cover similar ages. We also have installation videos, manuals and a tool to tell you which seat will fit your vehicle, readily available on our site which help to narrow the choice of seats down too. Sustainability and eco-friendly products are very much in the mind of the consumer. As a business, what type of focus do you place on sustainability? From development stages through to the eventual shipping of the finished product, we have a strong focus on sustainable and eco-friendly processes at our production facility. We are always looking for ways to improve and have actioned a dedicated team to maximise efficiency at our facility, seeing the introduction of many energy and resource saving processes like the use of solar energy and water recycling. Going forward we will have products that also fit that mould, in regards to the materials used within the manufacture of the soft goods and we are looking forward to being able to share these with you soon. Finally, what type of support do you offer your retailers and what do you feel the benefits are to all those who stock car seats? We have a dedicated team who visit stores and spend time with staff on a regular basis as well as offering training days to larger groups. We are highly receptive to requests for guidance and training, always making sure that our retailers needs are met.

Giulia Toselli

MARKETING & CUSTOMER DIRECTOR - ARTSANA UK AND IRELAND (RECARO, CHICCO, BOPPY)

Do you feel we are seeing sufficient innovation within the car seat sector? One of the biggest innovations in car seats over the past decade saw the introduction of the 360 degree swivel, which has widely been adopted in the marketplace as a convenient and practical solution for parents on the go. However, as we move towards more tech-savvy parents, RECARO has been lead pioneers in integrating innovative technology into our stylish car seats. With speakers built into the headrest area of our new Toria Elite, the audio connection and device pouch means little ones can be entertained on car journeys. Ideal for young babies who benefit from the use of white noise, all the way to little ones who want to hear their favourite songs or nursery rhymes. However, while innovation is important in car seats, our key priority is to ensure that our car seats are the safest solution for parents. We have a patented HERO Safety System that we developed to ensure the harness doesn’t slip or twist, providing maximum safety and no compromise to the harness in the event of a collision. How important is social media to the business to keep your car seat range in front of the consumer? Social media plays a huge role in a parent’s purchasing decision and that is why we have just launched a UK Instagram page for RECARO Kids UK (@recarokidsuk). The aim of the channel is to cut through some of the noise surrounding the car seat market and speak directly to our customers. The position of our platform is to inform and educate parents around the role our car seats have in car seat safety and continue to build a trust amongst parents.

Hamish McPhillips HEAD OF CAR SAFETY - SILVER CROSS

As a legal requirement, do you feel that we send out a universal message to the consumer as to current legislation and requirements or could we do more? I believe brands and retailers do a fantastic job at communicating this. The BPA led a team of industry experts to create a booklet aimed at ending the confusion of car seats, which is a fantastic guide offering a completely universal message. How important is social media to the business to keep your car seat range in front of the consumer? Social media is a key tool to communicate the product range to consumers, sharing info and tips in perhaps a different way to a website or YouTube video. Keeping the messaging clear and simple is key. Our retailers do a fantastic job to support this and always amaze us by creating ingenious, interesting, and captivating content to promote our products. We absolutely LOVE seeing those videos and posts, so a big thank you to our retailers! Sustainability and eco-friendly products are very much in the mind of the consumer. As a business, what type of focus do you place on sustainability? We place a huge focus on sustainability and are extremely passionate about making a difference, applying an eco-friendly approach to all of our new product developments. We are the first, and I believe the only brand in the UK, to offer a car seat recycling scheme, preventing end of life Silver Cross car seats from going into landfill, instead recycling 100% of the product materials. Furthermore, we are moving to FSC approved packaging to ensure the materials used are sourced in a way that preserves biological diversity. Recently, Silver Cross was nominated for a Which? sustainability award, which is a huge credit to the team and all the efforts they have made. Finally, what type of support do you offer your retailers and what do you feel the benefits are to all those who stock car seats? Whether its training, POS, latest product offers or customer queries we work closely with our retailers to offer the best support to fit their needs.

We’re in a unique period for RECARO with much innovation coming through over the next few years and our Instagram channel is the perfect platform in our marketing programme to help drive footfall and traffic to our retailers. Are new parents understanding the various stages of car seats and have a clear knowledge of what they require at each age stage? As a brand how do you ensure you send out a clear message? Purchasing a car seat can be a daunting task for parents, as there is a lot of jargon that surrounds the industry that may not always be clear for purchasers. Our website plays an important role in helping parents understand what car seat is suitable for each stage as their little one grows. While understanding groups when purchasing a car seat is important, we have found that by offering parents a clear distinction between our cars seats through age, weight and height (where relevant) makes the buying process much easier for parents to understand. This guidance is then used within any communications we share with parents, such as through our Instagram channel, to allow parents to easily understand what car seat is right for them. Our website and YouTube channel also includes handy installation guides to provide parents with peace of mind and a visual guide when fitting our car seats.

Andrew Nicholas

GLOBAL SALES AND MARKETING MANAGER, COZY N SAFE

As a legal requirement, do you feel that we send out a universal message to the consumer as to current legislation and requirements or could we do more? More could always be done but the BPA’s ‘Child Car Seats: Ending the confusion’ was a good start. Do you feel parents are actively researching car seats online prior to purchase? Yes, more so than ever. The pandemic has increased the online ecommerce market. We have seen this ourselves. The online dropship method we offer to our retailers has seen significant growth coming out of the pandemic. This suggest people are going online to research the products then continuing to purchase them. Do you feel that influencers/bloggers can sometime cause confusion with regards to car seat safety? Yes, some images can be misleading with loose straps, children wearing big coats, etc. When working with influencers we always send out a brief that explains these safety concerns before agreeing a contract. Sustainability and eco friendly products are very much in the mind of the consumer. As a business, what type of focus do you place on sustainability? A huge amount of focus. We have already made the decision to go to brown boxes with only black print for all our packaging to cut down on ink usage and improve recyclability. We have also removed polystyrene from our packaging opting for a recyclable way of protecting our seats during transport. We are also looking at making our seats more sustainable too from the fabric all the way to the materials used on the seats themselves. Finally, what type of support do you offer your retailers and what do you feel the benefits are to all those who stock car seats? We offer a range of benefits from training sessions both online and in person depending on what suits the retailers. We also offer a package of marketing help tailored to the specific needs of that retailer. From online ads that drive traffic to the retailer’s site, free seats for giveaways and much more. We like to have a relationship with our retailers and really understand the business needs. One size doesn’t fit all. We have a team of technical fitting experts that will also help with any issues retailer’s customers might have. This is all part of the Cozy N Safe Service as always without compromise.

nursery today

nursery matters JOHN BARKER

Barking Mad John Barker takes a closer look at Good Egg’s new initiative which focusses on car seat safety and would encourage other independent retailers to join and be involved.

i everyone, I hope you are all well and that business has been good since you were last subjected to this horrific image of me. May was a slow burner of a month here in Hull, the month started slowly but by the end you would never have known the quieter start had happened. Even the half term week, which is normally a complete

nursery today

wash out wasn’t bad at all. As for the Jubilee week, we closed the Thursday and Friday but the weekend more than made up for it which was a pleasant end to the month. As we head into June we’ll see how the pending summer holidays will affect trade. So, what else have I been up to since the last article I hear you ask. . . well I have been to Birmingham with the lovely boys and girls from Good Egg as

john@pramland.co.uk part of their trial programme for a very exciting new initiative. For those of you not familiar with Good Egg let me fill you in. Good Egg are a none profit organisation with one purpose – to make the children on Britain’s roads safer. I won’t try and repeat all the scary facts and figures relating to the current state of car seat safety in the country, but I will say that the numbers are not good, not good at all. Good Egg, figure

headed by the simply brilliant Jan James have dedicated their time to educating parents with fantastic road shows and car seat safety checks across various counties. Here in Hull we are very lucky to have a wonderful road safety officer and his relationship with Jan and her team has meant that Pramland has become Good Eggs independent guinea pig! Educating parents about the issues

they have with their in car safety equipment is very admirable but it only goes so far as to remedy the problem. The truth remains that if you want to kill a weed you need to attack the root. In our industry the root is the manufactures, and Good Egg are working very closely with them to better improve the training they provide and design of their products to allow the end users to understand how their new products work, and how to use them correctly. Then just above the root is us guys, the retailers. We are a very important link in the chain and in most cases the last people to touch the car seat before the customer disappears off into the night. The advice and service we offer the customer is therefore vital. By ensuring the steps leading up to the customer making their purchase are correctly followed the idea is that customers will a) have a seat truly correct for their child and vehicle and b) they have the adequate knowledge to user the product correctly each and every time. This last point is very important as Good Eggs findings are that most often parents have the right seat but it’s either fitted incorrectly or the child is not secured into the seat correctly. It is our duty, as retailers to ensure that we do everything we can to get our customers to understand the

importance of knowing their product. The Good Egg programme arms you with a bank of knowledge and very handy tips to do this. Don’t do half a job, spend that extra time and you will reap the rewards later. The programme, which has been backed by the government is the industry’s first attempt to put a standard in place for the sale of what is a vitally important piece of safety equipment. I have to admit that I am immensely proud to have been asked to join the programme at such an early stage and cannot wait to see it evolve in to the final, fully fledged product. At this time, I would whole heartedly recommend each and every one of you sign up to the programme the moment it is rolled out to the industry as a whole. To be able to stand in your store confident in your knowledge, accredited by a government back training scheme but with additional support as and when it is required from the Good Egg team is immensely exciting. Imagine a parent in need of a new seat heading to the governments website and seeing that you, their local retailer has been accredited through Good Egg as their local car seat specialists! As Jan put’s it “everyone is a winner”. And she is so, so right. The consumer gets better, more consistent

For me one of the mo st exc itin g pos sib ilit ies tha t thi s sch eme offers is tha t the sale of car sea ts in sup erm arkets , catalo gue sto res and even onl ine will be questi ons not only by us resp ected sto res but by the con sumer too . advice no matter where they go, the child has a seat that is safe, the parents get better knowledge as to how to keep their child safer in it and we, the retailers, get to sell more seats. For me one of the most exciting possibilities that this scheme offers is that the sale of car seats in supermarkets, catalogue stores and even online will be questions not only by us respected stores but by the consumer too. If parents are sat their online and are aware that there’s a government mandated accreditation they will automatically assume that they should seek advice before making a purchase. That will direct them to us and once we’ve done a good job for them with their new seat they’ll remember that in the future, leading to returning customers.

Many of us comment about how parents pay lip service to car seats and in car safety yet we, the people selling these products to them pay just as little attention to details on occasions. I am guilty of this and I doubt everyone reading this can hand on heart say they have given 110% to every car seat customer over the past 12 months. This programme has really refocussed my attention on seats and their importance and I would have always classed myself as a “car seat guy”. So, from me to Jan and the Good Egg team – THANK YOU and I can’t wait to continue the journey with you and hope to see everyone else reading this on the journey with us soon! Feel free to also contact me if you would like any further information in this initiative.

Travel made Move from car seat to stroller in seconds. Whether you’re traveling by car, train, or plane, Doona is the ideal solution to holidaying with a newborn, ensuring freedom and flexibility.

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Profile MY BABIIE

New MB03 & MB52 Strollers From My Babiie’s Explorer range the My Babiie MB03 Lightweight stroller makes it easy for modern parents who are on the go! Style never takes a back seat with this range of our lightest weight strollers which come with stylish leatherette touches. Smooth manoeuvrability, large storage basket, full cover from the large canopy, cosy footmuff and exceptionally-easy handling make for effortless, urban outings for you. Available in 3 simple and stylish fashions; Billie Faiers Dusty Pink, Sam Faiers Grey Melange and Dani Dyer Sea Blue. The My Babiie MB52 lightweight stroller is ideal for any trip out with your little one with its large 3 position canopy, fully adjustable seat which can lie flat and included is a newborn insert and footmuff for a cosy comfortable ride. Fully equipped with lockable and swivelling single front wheels and a good sized shopping basket and matching changing bag, the My Babiie MB52 stroller is perfect for a walk around town. Also available in 3 striking fashions; Sam Faiers Safari print with Grey Melange, Billie Faiers Quilted Blush and Dani Dyer Quilted Navy.

My Babiie – new for ‘22 Lots of newness this year from My Babiie from new stroller ranges to R129 Car Seats! Here we highlight a selection from the new ranges which are all available to order now. Best Seat in the house My Babiie highchairs stand out in the crowd when it comes to design and functionality. Their premium highchair has 6 height settings so littles can be fed while standing or sitting and resting your legs, and you can adjust it to sit them up at the table or counter-height, eating right along with the family. With an easy-fold design, it stands on its own when folded and can be stored out of the way when not in use. But with an eye-catching and stylish design like this, you can be just as happy leaving it up in the Kitchen all of the time! The 3 recline modes and extra padded comfy seat mean nap time doesn’t need to be far from finishing mealtime, but obviously we would always recommend using the 5-point safety harness for that! At dinner time, food is going to go everywhere! So they made sure that the beautifully-patterned seat pad removes easily for quick cleaning, and so does the removable and dishwasher-safe tray. So mealtimes are sure to be tidy, tasty and on-trend. With so many different designs to choose from there is plenty to brighten any showroom or household.

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New iSize Car Seats With car seat laws set to change with R44 being fully replaced with R129 car seats, My Babiie have been working hard to prepare a new range which has gone through massive development and rigorous testing. The UK’s Baby Products Association advises that the sales of R44 car seats (also referred to as child restraints) must cease in the UK and the European Union from 1st September 2023. My Babiie’s new iSize range includes car seats suitable from birth up to approximately 12 years and is set to launch later this year, ready for Autumn/Winter. Their flagship Universal iSize, ISOFIX Revolution car seat has been through extensive crash and safety testing as part of the latest R129 / iSize standard and is an all-stages car seat that can be used from 40cm (birth) - 150cm (12 years approx.) Their Revolution iSize can be rotated to side-facing for easy access from a car door so no more stretching and leaning in when lifting baby out or when doing up the padded 5-point harness. Their Revolution iSize car sets will be available in 3 stylish colour-ways; Quilted Black, Grey Tropical and Black Geometric.

Save The Children

Campaign

This summer My Babiie have partnered with Save the Children to create an exclusive new product range with proceeds from every sale going to the charity. Total sales are expected to raise at least £10,000 to help support the fantastic work they do with children in the UK and worldwide, most recently in Ukraine. The products will be available from the end of July. As a leader in childhood development, Save the Children’s Early Years team worked with My Babiie to design a stylish confetti print to stimulate a baby’s sense of sight. This stylish and colourful fabric features on the lightweight stroller (£189.99), highchair (£89.99), and changing mat (£14.99). The teams also designed a unique festive print for the highchair cover (£29.99), which completes the range. Hannah Pentith, Senior Early Years Advisor, Save the Children UK, said, “We are delighted to have collaborated with My Babiie on this fantastic new range. Newborn babies come into the world ready and eager to learn, and these early years of a child’s life are crucial for their lifelong development. By about four months of age, most babies start to see colour, so our specifically designed bold and colourful patterns help their brains develop.”

For sales enquiries please contact hello@mybabiie.com nursery today

Spotlight HIGHCHAIRS

Living the

high life

Highchairs and boosters are a great solution for infant mealtimes, with a superb variety available to order now to suit all tastes!

Make Dinner

Time A Breeze

Make dinner time a breeze with the Evolu 2-in-1 High Chair, available in 4 different colourways to suit any home. Suitable for babies from 6 months it quickly and easily adapts up to children of 6 years. The highchair has two adjustable table heights. the first works with a standard dining table for the start of the weaning journey. The second is ideal for toddlers sitting at their own lower table. Extra-long legs are available to buy separately to convert to kitchen island height. Another practical mealtime addition for the Evolu is the easy-clean ABS High Chair Tray that doubles as an activity tray. And, for extra comfort don’t forget to add a cute Rabbit High Chair Cushion.

sales@cuddleco.co.uk

Snack time

Swiftly does it

Breeze through meal times with Graco’s Swift Fold highchair The Graco Swift Fold Highchair delivers exactly what it promises: it’s the easiest highchair parents will ever fold. The innovative one-hand fold motion, easy-clean and slim, compact design will make this a recognised home hero. It requires no assembly, arriving ready to use straight out the box meaning you’ll be good-to-go in a flash. Suitable from 6 months to maximum weight of 15kg, the nine adjustable height positions, three recline positions and five-point harness means the seat can grow with your child from an infant up to “big kid” age. This highchair hero measures only 19cm by 81cm when folded down allowing you to quickly reclaim kitchen space between mealtimes, and the two front wheels make for easy manoeuvring around the home. If that’s not enough, cleaning is a breeze thanks to the one-hand removable tray, wipe-clean seat pad and removable harness covers, all helping to keep things hygienic.

www.gracobaby.eu.uk 52

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with Joie

The snacker 2in1 from Joie is a versatile chair that easily meets the tall order of growing kiddos through every mealtime milestone. Easily converting from highchair to table chair, the snacker 2in1 allows you to customise their seating for a prime position every time. The snacker 2in1 has an adjustable tray with 3-positions – perfect for accommodating children of all shapes and sizes. When you’re ready to move on to the next stage the tray can easily be removed to allow your kiddo to experience their first tastes of family meal time around the table. The snacker 2in1 folds easily with one hand into a slim, freestanding fold that will slip into even the smallest of spaces – making tidy up time quick and simple, so you can get on with the fun.

01889 808 900 uksales@joiebaby.com

Spotlight HIGHCHAIRS

Multiple positions For use from birth to the age of approximately six years old, the Maxi-Cosi Minla 6-in-1 highchair enables parents to bring little ones to the family table. One chair with numerous configurations, it grows with children and offers six different ways to sit. It has five recline positions, four tray positions and nine heights. This allows parents to use it as a relaxed infant seat thanks to the cosy newborn inlay, as a highchair, or as a booster seat with or without the tray, providing the perfect fit with each function. The high-quality water repellent fabric wipes clean, and the zip-off cover is machinewashable. Created to suit stylish interiors, design and practicality come hand-in-hand. Minla is space saving and can be easily stored away thanks to its compact folding mechanism. The wood effect frame, on-trend colourways and leatherette accents make it the perfect addition to any family home.

www.maxi-cosi.co.u

Suitable from

newborn

The Feed Me Lolo is the ultimate hi-lo highchair that grows with your baby.

Suitable from newborn due to the full lie back seat, it will come into its own when baby is started to feed and eat independently. Lots of height and lie back options give plenty of feeding solutions. Classy matte finish with soft grey and white fabrics and frame allows the Feed Me Lolo to fit into any modern home. The Feed Me Snak is a 4 in 1 high lo highchair that grows from approx. 6 months to around 5 years of age. Use as a highchair, lo chair, toddler chair or booster seat! Featuring a large feeding tray with detachable inset tray which is ideal for baby led weaning and is easy to remove for cleaning and has three adjustable positions for baby’s comfort with large removeable footrest.

sales@redkitebaby.com | www.redkitebaby.com

CONVERTS TO A CHAIR AND TABLE

01692 408802

nursery@east-coast.co.uk

www.eastcoastnursery.co.uk nursery today

Spotlight WEANING

Life is easy with NEW

Wipeezee!

Launch of new print designs for Bibetta’s Wipeezee bibs collection Bibetta is thrilled to announce the launch of three beautiful new print designs for their gold award winning Wipeezee range of Weaning Bibs, Sleeved Bibs, XL Coveralls and Splash Mats and new Cooking Aprons. The attractive, new pink, green and blue colour schemes all have cheerful new Bibetta characters based mainly on nutritionally healthy foods to help encourage healthy eating and to offer a chance for parents to engage with fun, food education at mealtimes. The collection is made with Bibetta’s exclusive, high quality Wipeezee material which has an incredible, glossy, wipe-clean top surface; a quick wipe and it’s clean!

01223 840236 | enquiries@bibetta.com www.bibetta.com

Spoon fed

Weaning is a time of both joy and anxiety for many new parents as they switch from bottle to bowl. We shine the light on a selection of products available to order now .

Babycup

Sippeco First Cup’s Credentials Make it a Winner for Weaning With a clear message of ‘best for baby’, Babycup Sippeco’s First Cups are recognised as the weaning cup that puts the user front and centre.

Mealtimes made easy Life can be all so messy, so Pippeta have set out to design products that bring ease to your day. Their Multi Award Winning premium Pippeta Tableware designed in the UK, makes mealtimes stylish. You’ll love the versatility of the Pippeta Weaning Range which has been created from 100% Premium Food Grade Silicone. Let your little one get messy or play with the Pippeta light weight cape bibs. The Pippeta Suction Bowl and section plate are designed with a super strong suction base to avoid unwanted spills. The “my 1st spoon + fork is the perfect way to introduce cutlery to your baby. Designed so that your little one can dip into food and practice self-feeding. ■ ■ ■ ■

BPA + Phthalates Free Dishwasher + Microwave safe Non Toxic Unbreakable

www.pippeta.co.uk 54

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Awards ■

GOLD | Made for Mums | Cutlery & Tableware 2022

■

GOLD | Project Baby | Best Weaning Product 2021

■

SILVER | Junior Design Awards | Best Children›s Tableware Design 2021

For further information please email wholesale@pippeta.co.uk

Approved by the Oral Health Foundation as a weaning aid that promotes good oral development, these mini open weaning cups are a great addition to your online or in-store feeding offering. Appealing also to increasingly environmentally-aware consumers, Babycup Sippeco First Cups are biodegradable and recyclable and their Made in Britain tag adds to their ever-growing popularity, with reassurances of quality and reliability. Babycup Sippeco First Cups look good and do good and have an impressive list of sought-after credentials. Contact the team on hello@babycup.co.uk

www.babycup.com

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The Ultimate weaning set. SILVER

Visit Pippeta.co.uk to start your weaning journey.

Spotlight WEANING

Designed to

stick

The NOURISH Power Suction Bowl from Vital Baby – designed to help through the weaning process.

Getting to grips with weaning

Carefully designed weaning range from Tum Tum. Designed with Dr Gill Rapley & Tracey Murkett; inventors of Baby-led Weaning and Feeding and Swallowing Specialist Speech and Language Therapist Stacey Zimmels, the new Baby Weaning Range has been carefully designed to aid independent self-feeding from 6 months. Their innovative free flow 3 Way Trainer Cup (pat pending) for example, enables little ones to get to grips with the tricky business of open cup sipping via 3 development stages, whilst their baby cutlery set is perfectly designed to suit both the palmar grasp and pincer grip stages, with a ‘proper’ fork for stabbing pasta and a handy carry case. 3 cute designs.

hello@tumtumtots.com | www.tumtumtots.com

Featuring a powerful suction pad helping to prevent tipping, spills and splats! Easy to use - simply place the pad onto a table or baby’s highchair tray, flip to lock the pad in place and twist on the bowl for less mealtime mess and stress! Scooped sides and specially designed food channels that guide food to the front of the bowl make it easier for little ones to scoop up every drop of food and build self-feeding confidence with cutlery. Complete with leakproof lid with hygienic spoon cover and a chunky feeding spoon, this set is the perfect solution to messy mealtimes. Features: ■ super strong suction power ■ easy scoop sides and channels to make scooping every drop of food easy ■ quick and easy to attach – simply place, lock, drop and twist ■ complete with leakproof lid and chunky feeding spoon for mealtimes anywhere ■ hygienic spoon cover to protect from germs ■ BPA, Latex & Phthalate free The NOURISH power suction bowl is perfect for early stages of weaning through to when baby wants to start feeding themselves, and is available as part of a coordinated toddler feeding essentials range including plates, bowls, pots, cups and more.

www.vitalbaby.com

BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines. CHINA NURSERY CHINA E N G L A N D N U R S E R Y T O D AY GERMANY BABY & JUNIOR NETHERLANDS BABYWERELD N O R WAY B A B Y, H O B B Y & L E K E T ØY POLAND BRANŻA DZIECIĘCA RU S S I A PA R E N T S ’ C H O I C E S PA I N P U E R I C U LT U R A M A R K E T SWEDEN LEK & BABYREVYN

BC M I President Tanja Kraemer tel.: + 4 9 (0 )951 8 6 1 119, bc mi@ba byc a rema ga z ines.com www.ba byc a rema ga z ines.com

nursery today BD_reklama_BCMI_210x148_v5.indd 2

25.05.2019 20:20

RETAIL MATTERS

Culture for

Success I

t’s been an absolutely tremendous start to June at Online4baby! With the Platinum Jubilee being celebrated across the country we spent Wednesday afternoon in the office coming together as a team to play party games, eat a buffet lunch and spend time as a family. This underpins what it means to be part of an amazing company where culture is key to success. Alongside our internal celebrations we also ensured it was a great time for our customers with a strong product offering across the festivities. This included even stronger discounts on some of our strongest products.

talent across the northwest region. This is highlighted in our most recent acquisition of Brad Simms who is our Head of Digital to help transform and adapt to the ever-changing ecommerce marketplace. We’d also like to celebrate the further award nominations of Christy Foster for Direct Commerce Awards 2022 (Baby, children, and family category) and Oldham Business Awards 2022 (Businessperson of the Year) for her continued positive attitude and determination across a difficult ecommerce period. As sales became unprecedented during

“

This cultural success is highlighted in our constant acquisition of top-quality talent across the northwest region. This is highlighted in our most recent acquisition of Brad Simms who is our Head of Digital to help transform and adapt to the everchanging ecommerce marketplace.

“

Retail Christy Foster, Managing Director, cmf@online4baby.com

matters

This month Online4baby takes an overview as to why the culture of your business plays a pivotal role to success and how by implementing systems across Online4baby’s trading, customers and of course employees they have developed a happy business and one which continues to grow.

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The importance of culture both internally with staff and externally to suppliers and customers is absolutely at the forefront of our plans at Online4baby. We ensure we come together for internal events outside of the office, Pizza Thursdays within the team and offer birthday time off for all employees of the business. These small steps help to create a positive environment where we can foster and develop our internal team to push forward and achieve our ambitious growth targets. We also want to ensure we push forward with our feeling of empowering parents to customers. Therefore, we are always on the lookout for new savings or exclusive products. Alongside this we have done a lot of work on developing our social media channels with Instagram now at over 30,000 followers, Facebook at over 115,000 and our newest social channel, TikTok, at over 34,000 followers which has been a raging success and credit goes out to Chloe for pushing on with all the amazing video content here. This cultural success is highlighted in our constant acquisition of top-quality

the pandemic, the performance of the online baby market would soon fall short as brick-and-mortar opened its doors again. The challenge pushed us to become more recognisable in order to leverage on our former glory, one of these challenges was that they were struggling to make sales which ended up creating a very fierce, competitive landscape. Although, this made it a tough period for all retailers, as the competition heated up, we strived to provide unique offerings at every turn, with Christy at the centre (who was awarded the 2022 Northern EY Entrepreneur of the year award.) The rewards were paying off. This success was not without its devoted employees, though, overlapping from department to department, coming together to add value in their own distinctive ways. Since the reopening of the high street, Online4baby have since doubled down in their efforts as customer service pays closer attention to the customer, marketing strives to provide offerings that would retain loyal customers, operations would come together to strive for efficiency gains in their own processes.

Online4Baby are delighted to be a Which? Recommended Provider for Baby & Child Retailers 2021.

Tips for a

Growth Culture Critical success factors • • • • • • • • • • • • •

Ambition, Passion, Drive, Resilience, and commercial Intellect. Leadership, ability to drive people part of a winning formula, drive their own career forward and give them opportunities with exciting bonuses. Every business has challenges, it’s how they harvest the energy to aim higher. Hold people accountable: helping them to become better, happy people that are learning which also acts in improving business process Create a collaborative culture where healthy arguments can task place, with all levels contributes to the future. Organise like a start-up; 1 person heading up buying, 1 person heading up marketing, 1 person heading up operations, with collaboration for all leaders to drive growth Create a culture that can solve customers’ pain points to deliver a seamless buying experience. Hold regular communication sessions where information can flow - when people get dis-engaged they shutdown which can infect throughout an organisation. Create a culture where trust comes through to every employee. Ask catalytic questions; these are the ones that transform what is, to what it might be. Observe outside your sector; collect data, network, embed innovation within the organisation. This creates real innovation value, so customers come back time and time again Experiment small and low – building up to gradually trying out a solution to gain learnings Best ideas must win, otherwise the best people don’t stay

new!

Sponsored by

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

Dreambaby

joins Baby Brands Direct

Nappy

entertainment Rascal + Friends launches limited edition Cocomelon Nappy Range. Moonbug Entertainment Ltd. and baby brand Rascal + Friends have teamed up for a special licensing and merchandising agreement featuring a range of CoComelon branded premium nappies and nappy pants available across six international markets including the UK and Ireland. Families will be able to engage with the hugely popular kids show CoComelon beyond the screen, with nappies and pants featuring designs of their favourite characters such as JJ, helping to make change-time and potty training easier. The new products hit the shelves on June 6 and are exclusively available in Tesco stores and online in the UK and Irish market. www.rascalandfriends.com/cocomelon

Baby Brands Direct is pleased to announce that Dreambaby has recently joined their wide range of top baby and nursery brands. Founded over 20 years ago, Dreambaby is a brand that is very passionate about improving child safety awareness internationally. Their products, which span a range of categories from bath safety to baby gates, are designed with the needs of the parent and child in mind. As such, they are easy to use and install and offer excellent safety features to ensure little ones are protected, both at home and on the go! Baby Brands Direct is the exclusive UK distributor of Dreambaby products to the UK independent retail market. Register today to order from their selection of high quality safety products, with no minimum order value. Tel: 0208 845 5000 sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk nursery today

Feature SLEEP TIME

Rest assured The sleep time category continues to grow with innovation and safety at the core of products that are available which assist infants and parents secure a good night’s sleep.

leeptime can give parents or carers huge levels of anxiety and fortunately as an industry, brands are always on hand to help with great innovative product selections, covering everything from where baby will sleep, bedding solutions, monitors through to cot mobiles. Just like adults, babies’ and children’s sleep patterns vary. Newborns can sleep for up to 18 hours in a 24 hour cycle, three to six month olds on average eight hours or longer at night and six to 12 month olds up to 12 hours at night (of course during the night sleep can be disturbed as infants may wake for nighttime feeds or due to disturbance in sleep times patterns). However, that’s a lot of time spent in a crib, cot or toddler bed. As such, more so perhaps with newborns, parents can have a huge level of anxiety. From birth through research, parents will look for products that might have endorsement by way of, for example, The Lullaby Trust, award accolades on packaging, fabrics that have breathability or are Oeko-Tex certified. Nursery Today asked CuddleCo’s Product Manager, Rachel Halliburton how nursery products within this category assist. “Developing products that have both the parent and baby in mind should be at the forefront. For 60

nursery today

example, mums want high-quality mattresses, cots and Moses baskets that have been rigorously tested to ensure they meet safety standards.” Said Rachel, adding “They are looking for products that will not only ease their anxieties but also provide their baby with a comfortable night’s sleep. Therefore, we need to be looking at criteria such as breathability and organic materials.” Green Sheep’s Product Director, Paul Maurice would agree adding: “This is a job to be done by brands to support a message of reassurance and education.” Bedside Cribs are one product that have seen a notable growth and rise in popularity, but have these now replaced traditional Moses baskets? We asked Paul for his opinion. “Bedside cribs are leading the way in newborn beds, but Moses Baskets still have a place. Their portability around the home is still a major advantage over more structured bedside cribs.” Clair de Lune’s Managing Director Polly Rodgers, from their experience as a brand, can also see a clear desire for the more traditional Moses basket adding “We have found that consumers often look for both bedside cribs and Moses baskets, because they offer different things. Traditional Moses baskets

Practical and

flexible design

The Voyager Co-sleeper from Silver Cross offers the best in baby and parent comfort, thanks to its practical and flexible design. Adjustable to seven different height positions, Voyager fits to the side of the bed with a simple-to-use harness and has a drop-down mesh side panel that’s perfect for night-time feeding. As baby grows, Voyager can be used as a stand-alone crib, with an optional incline setting to help aid congestion and reflux. It’s easy to manoeuvre with four lockable swivel wheels, while a quick-and-easy compact fold and lightweight travel bag make it perfect for nights away from home.

www.silvercrossbaby.com have been around in the UK for years and are still very popular with all our customers.” As newborns tend to sleep for approximately 18 hours in the 24 hour cycle, are parents considering the mattress they will purchase? We posed this question to Polly who responded “Definitely - the Lullaby Trust states that mattresses should be firm, waterproof and breathable which are all features our customers look for when choosing their mattress. This is why we ensure we manufacturer all our mattresses with these elements in mind.” Paul however feels that this is often forgotten as a notable item to purchase stating: “It is still sometimes the forgotten product of the industry - but with more brands innovating in this space, we hope customers are becoming more aware of the need to research this separately from the furniture.” Rachel also feels that more could be done to draw awareness to this particular category commenting: “More education is needed. For instance, parents usually look for a ‘soft’ mattress which they perceive will be more comfortable for baby, so we need to continue to educate them about the benefits of a firm sleep surface and the Safe Sleep requirements.” Adding “Better informed parents can make better decisions which is why all of our mattresses have a high-density foam/fibre inner to ensure that

babies are supported.” With products that fall within sleeptime would it be fair to assume that parents are researching products that contain natural fibres. “Yes!’ Says Polly. “Most parents have access to the internet and social media, so researching products has never been easier. We are living in an environment where people are becoming increasingly conscious of natural materials and eco-friendly/ sustainable products. This is particularly important to new parents because they want materials that are free from toxins that could potentially harm the baby.” We highlight some great products over the following pages that are all ready and available to order now.

Paul Maurice Green Sheep Bedside cribs are leading the way in newborn beds, but Moses Baskets still have a place.

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Feature SLEEP TIME

Sleep solutions Check out two great solutions for the home or on the go from Red Kite

The Una Bedside crib for newborn babies shows both a modern and contemporary design and features practical functionality. A stylish wood effect finish frame and soft dove grey fabrics ensure the Una Crib will look fabulous in any home setting. Drop side features enable bedside sleeping which not only helps develop a strong bond with baby, but allows peace of mind knowing your baby is safely next to you. The Dreamer Bedside Travel Crib is the new updated version of an old favourite but with the massive additional feature of including a drop side to allow for bedside safe sleeping. Still the same practical size and easy to assemble features, but with new soft grey premium quilted fabrics on the top rails and soft mattress, the Dreamer Bedside Crib is an amazing value travel option. This fabulous Travel Crib won Bronze in the Made For Mums 2022 awards. Una Bedside Crib

sales@redkitebaby.com | www.redkitebaby.com

Innovative

side sleeping crib The Next2Me Magic includes a number of exciting and unique features. The updated stylish design offers maximum comfort for both mother and baby, and the sliding side panel makes it even easier for parents to reach their little one during the night. As Chicco’s most innovative side sleeping crib yet, the Next2Me Magic also includes a new rocking mechanism that can be operated in free standing mode by the touch of a button and can be easily moved thanks to the four swivelling wheels. Supplied with a 100% anti-transparent mattress cover, the Next2Me Magic is designed with zippers on the soft outer cover to make removal and cleaning easier than ever before.

Soothing

sounds

Fall asleep with Silvercloud’s Counting Sheep Musical Cot Mobile The Counting Sheep Musical Cot Mobile from Silvercloud adds a beautiful finishing touch to a nursery. Featuring four soft, sleepy sheep and a farm gate, this soothing mobile plays ‘Twinkle Twinkle Little Star’ and rotates gently. It features a wind-up mechanism, so no batteries are required. This musical cot mobile coordinates with the Counting Sheep bedding range (available separately). Suitable from birth. All collections are exclusively designed in the UK. Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

01692 408802 | nursery@east-coast.co.uk www.eastcoastnursery.co.uk 62

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www.chicco.co.uk

The Perfect Night’s Sleep Anti-Allergy Moses Basket with Purotex During their first few weeks, newborn babies are asleep more than they’re awake, with most sleeping 16-20 hours per day. So, choosing a moses basket that provides the perfect snoozing place is essential. The Mother&Baby Anti-Allergy Moses Basket has Purotex probiotics in the fibres of the fabric, which are activated by heat and when baby moves. They protect the sleep environment by eliminating the proteins known to cause common allergies. Suitable from birth to 9kg/20lbs.

sales@cuddleco.co.uk

ECO -TOUCH

Thoughtfully Eco

Nappy Bin features a

Cassette Free Design Reducing ongoing costs and plastic waste.

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Profile SNÜZ

A Truly Fine Nursery

with SnüzFino Delivering on excellence yet again to promise families a great night sleep, Snüz have unveiled the SnüzFino, a brand-new range of furniture that seamlessly combines contemporary accents with stunning design.

ffortlessly creating a sleek and modern style in the nursery, the striking new range is available in a variety of colours including White Natural and White, as well as Slate and Dove, both ideal options for minimal chic décor.

The Range

The new furniture can be purchased as a 3pc Nursery Set consisting of a Cot Bed, Changing Unit and Wardrobe, or if parents are limited on space, they can choose the 2pc set, with just the Cot Bed and Changer. When buying as a set you can enjoy exceptional discounts to pass on to the customers, but each item can also be bought separately. SnüzFino Cot Bed - a truly striking piece of furniture. Thoughtfully designed, the Cot Bed 64

nursery today

features 2 mattress heights and easily converts into a toddler bed for use up to 4 years, with a unique arched canopy and toddler rails for extra security (extension kit bought separately). SnüzFino promises to create the coolest den for little ones to cosy up in, for a happy night sleep. Not forgetting the mattress - for the ultimate comfort and support, choose from the flagship SnüzSurface range, which features the very latest mattress technology. Boasting an innovative 3D breathable mesh cover with a waterproof membrane for the potty-training years and a sophisticated pocket sprung core, tailored to provide progressive support for baby as they grow and develop into toddlerhood. This is the perfect place for little ones to catch their all-important ZZZ’s.

SnüzFino Changing Unit – this piece will seamlessly coordinate with the range. It comprises 3 spacious soft close drawers and a removable changing frame (Changing Mat sold separately). Once families are done with nappies, this stylish piece of furniture converts into a standalone dresser. SnüzFino Wardrobe is the answer to complete the nursery and ideal for extra storage! With a thoughtful interchangeable design, it features 2 rails, 1 fixed shelf and 1 adjustable shelf, as well as a large, soft close drawer for bedding and essentials, truly completing the room.

Tel: 01789 734 022 trade@greensheepgroup.com www.snuz.co.uk

The

Canopy SnüzFino delivers the 1st ever arched canopy cot bed. The striking design creates a unique silhouette and offers children a bed that celebrates the exciting milestone when they transition from baby to toddler bed. The cute canopy creates a cosy space and gives little ones a unique and special environment to highlight their progression - giving them true ownership of their own bed (or they might prefer to call it their den!).

Why

SnüzFino? Thoughts from Chloe Scott, Product Designer on SnüzFino: “We are really pleased to be expanding our range of nursery furniture. Having spent hours perfecting the SnüzFino collection, we wanted to ensure it merged our signature Snüz style, with function and beauty. We are especially excited about the canopy, helping little ones feel cosy in their bed is what makes the team here at Snüz happy. We hope parents and little ones alike, have lots of fun decking out their very own little sleepy dens. “We feel confident that we have created a standout design that will cut through the noise in a crowded market. Ensuring it serves the popularity of 3-piece bundle at an accessible price, we have worked with high end design with high quality materials such as Birch veneer, to offer affordable style. We have weaved in contemporary/modern styling that could work for all homes and styles and like with all our products, we went above and beyond with bespoke safety testing to ensure peace of mind for families.”

nursery today

Feature SLEEP TIME

The beauty of

satin

Designed for Meek Sleeps are dedicated to bringing the wonders of 100% satin material, to assist babies and toddlers whilst sleeping. Satin is a low absorbent fabric that is kind to both hair and delicate skin. It helps fight against hair thinning and baby balding by reducing friction, encouraging hair growth and maintaining a child’s natural hairstyle. These satin sheets and pillowcases work a charm on Eczema, Psoriasis and common blisters giving a child the best opportunity for a silky smooth sleep. Meek Sleeps products are perfect to use all year round and will make night time just that bit more memorable.

hello@meeksleeps.com www.meeksleeps.com

comfort

Choosing a mattress is an important part of setting up a new nursery. East Coast Nursery offer a carefully designed range of mattresses, with a choice of covers and fillings, to help give your little one the best chance of getting a good night’s sleep. Designed to fit cribs, cots, and cot beds. East Coast mattresses are available in a selection of different sizes in order to meet your baby’s individual needs. All East Coast mattresses comply with the latest standards and safety requirements and are proudly made in the UK.

01692 408802 | nursery@east-coast.co.uk www.eastcoastnursery.co.uk

Sleep in style It’s all about the ZZZ’s!

At Clair de Lune they understand that sleep is one of the most important things a baby needs. Any new parent knows the anxiety surrounding how much sleep your baby should be getting – Is their quality of sleep good enough? Is their sleeping space safe?

Tried, tested and loved by parents and their little ones! Clair de Lune’s NEW Signature Range Reversible Moses Basket launched in 2021 and the feedback from their customers since then has been incredible, making it one of their bestselling products. They’ve combined luxury fabrics with smart design features and created the perfect cosy sleeping space for little ones. The unique reversible cover has been designed and made in their UK based factory with little one’s safety in mind, providing a two-in-one look for any nursery, beautifully stitched finishes and a handy little pocket to hold all of baby’s favourite toys or dummies. What more could you ask for?

www.clair-de-lune.co.uk

nursery today

Stay connected with

Maxi-Cosi

Introducing Maxi-Cosi Connected Home. A stylish range of smart sensory nursery products that connect via one easy-to-use Maxi-Cosi Connected Home App. Smart technology designed to watch over, comfort and soothe baby, giving parents peace of mind. Sleek, modern, and packed with advanced automated routines and personalised features, the range of reassuring nursery products includes a baby monitor, a light and sound machine, a humidifier, and an under-crib light and will soon feel like part of the family. Safe and secure, streaming data is fully encrypted so family moments remain private. It’s time to meet this smart sensory range to aid both babies and parents: See Baby Monitor – Parents can watch their little one live with HD streaming in the palm of their hand. See allows them to keep a close eye on baby anytime with day and night vision and remote-controlled pan, tilt and zoom. It also notifies parents of any changes directly to their phone and plays lullabies and white noise sounds to calm and soothe. Breathe Humidifier - With a generous 3.8 litre tank capacity, Breathe Humidifier can run uninterrupted for 24 hours. When water levels are low, parents are alerted on their phone via the Connected Home app. Designed to fit into the modern and stylish home, it can also be used with essential oils as a diffuser, catering for the whole family. Soothe Light and Sound – Soothe Light & Sound creates the perfect sensory experience for a calm, relaxed nursery. Parents can personalise baby’s sleep routines with soothing lights, sounds and sleep-inducing lullabies. As the child grows from newborn to toddler, parents can help teach them with personalised time-to-rise settings. Via the app, parents can control, programme, and adjust music, light and colour brightness and create their own sensorial nursery scenes. Glow Under Crib Light – A low level under-crib light, Glow allows parents to be able to see when going into the room to check on baby without the risk of waking them. It has a smart motion detector which turns on soft lights when parents approach the crib and automatically dim as they leave. It’s easy to install and is held in place with self-adhesive fastenings and the wires can be clipped under the crib to keep them safely out of the way.

Sweet dreams

The latest addition to Chicco’s award-winning collection, the Next2Me Dream Evo is designed to make side-sleeping easier and more comfortable than ever before. A stylish new design features a simple one-hand sliding panel, allowing parents to reach little one and switch from a stand-alone to side-sleeping crib quickly and easily. Four mesh windows allow for increased visibility and improved airflow to keep little one cool and comfortable, and a tiltable feature with different inclination levels is designed to help ease colic and reflux. Retractable feet and 11 adjustable height levels ensure the Next2Me Dream Evo is compatible with any bed, including divans. Next2Me Dream Evo is available in stylish Grey and is made from recycled materials, making it a sustainable choice for parents.

www.chicco.co.uk

www.maxi-cosi.co.uk

Mother&BabyPregnancy and Post-Birth Essentials Mother&Baby have a collection of products that make the perfect starter set for mums-to-be. Including a 6ft support pillow designed to provide comfort to a growing bump, back and hips during pregnancy. So, expecting mums can get some well-needed rest before the baby arrives. Another must-have is the Mother&Baby Nursing Pillow and Organic Cotton Muslin Cloths. All the products use GOTS certified organic cotton to ensure baby’s sensitive skin doesn’t encounter any nasty chemicals.

sales@cuddleco.co.uk

Meek Sleeps satin sheets. Our sheets are perfect for maintaining babies and toddlers hair and excellent for sensitive skin conditions such as eczema, psoriasis or dry skin. Please contact us at hello@meeksleeps.com for distribution opportunities or please fill in a contact form on our website. meeksleeps.com nursery today

Feature SLEEP TIME

Modern Moses Basket

alternative The Shnuggle Dreami Moses Basket and Stand is everything new parents need for baby’s first bed.

Used as a bedside crib for night time and easily moved around the home for day time naps, Dreami has been designed for maximum flexibility around the home and on the go. A modern alternative to the traditional wicker moses basket, the Dreami has a ventilated, hypo-allergenic base and breathable mesh dressing set, reducing the risk of airflow safer restriction within baby’s sleeping environment to help towards a baby against soft be to facing cotton is mesh The sleep. r sounde and and has a hypoallergenic inner core which wicks away moisture and offers a slightly padded feel for complete comfor t. Dreami also comes with a luxury quilted mattress and two-position . curve stand for low level gentle rocking or a high-level fixed position home the around moved easily is The Shnuggle Dreami Moses Basket to keep baby close day and night.

www.shnuggle.com

new!

Natural sleep Parents can create the most natural sleepy setting from birth with The Little Green Sheep.

From its iconic natural and organic mattresses made with coconut coir, to the stunning knitted and quilted Moses baskets made from palm, as well as super soft organic bedding, sleeping bags, blankets and sheepskin rugs. With this adored British brand, parents can cocoon their little ones in luxurious organic goodness and create the very best natural environment for their little ones to sleep in. Designing beautifully natural and timeless nursery essentials to support little ones sleep in the most natural way, that are free from any nasties and are the very best they can be, is the brands number one priority.

01789 734 022 | trade@greensheepgroup.com www.thelittlegreensheep.co.uk

Sponsored by

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

Perfect with every push Iconic pushchair brand expands its designer collection yet again, as the new iCandy Cerium 7 is unveiled.

Timeless play The Wooden Activity Arch introduces the new Tree Tops design in this exciting new play gym. A timeless and classic wooden arch that is supplied with detailed soft toys including teethers and activities. Can be used independently or with the softly padded reversible play mat that folds into a small roll for storage.

sales@redkitebaby.com www.redkitebaby.com 68

nursery today

Introducing the iCandy Peach 7 Designer Collection Cerium 7, an exceptional new model in iCandy’s luxury pushchair collection. The iconic brand has truly pushed the boundaries with the new designer, single to double, pushchair that has been meticulously crafted to ooze luxury and style with every stroll. The Cerium 7 is a true reflection of iCandy’s dedication to premium design and is unlike anything else on the market. Thanks to its high-quality aluminium frame and puncture proof PU tyres, the new Cerium 7 promises a super smooth ride and effortless manoeuvrability on all terrains. When it comes to detail, the stunning fabric features an embossed soft spot pattern, providing the feeling of luxury and the specially produced ergonomic leatherette handlebar reinforces the design expertise with every push.

www.icandyworld.com

supplier snapshot Paul Maurice

Nursery Today spoke to a number of the industry’s finest taking a closer look at the sleeptime category.

PRODUCT DIRECTOR GREEN SHEEP GROUP

Are we experiencing a continued interest in Moses baskets, cribs and cradles or do you feel that bedside cribs have crept ahead within this category? Bedside cribs are leading the way in newborn beds, but Moses Baskets still have a place. Their portability around the home is still a major advantage over more structured bedside cribs. Do you feel we have sufficient innovation when we look at products within sleep-time? A lot has been done on electronics over the past decade, however there is still plenty of room for more innovation... especially where traditional products still retain high market share, there is a reason they are popular, so a new product with the benefits of the traditional product but new modern features will always be successful with parents. What type of support do you give your retailers when stocking your sleeptime range? We offer as much training and support as possible, plus product guides for each store. Covid did hamper our progress in this are but we’re re-investing more in this now as all stores reopen. Finally, what type of benefits can retailers expect when stocking products that fall within this industry sector? The beauty of the sleep sector is most products are a ‘need’ not a ‘want’ and customers do want expert advice, so as far as driving in store footfall they’re great products to range as customers will seek out the products and the advice.

Rachel Halliburton

CUDDLECO - PRODUCT MANAGER

Do you feel that parents are researching products that contain natural fibres? All parents have one thing in common – wanting what’s best for their baby. And to find what’s best for their baby, they must research. Natural materials are always going to come out on top. Plus, people now have the added pressure of making sustainable choices when shopping. We all have the responsibility of making small changes to help look after the planet. And opting for natural materials is one way we can do that. Our mattresses are designed with natural materials such as Purotex, Tencel and bamboo fibres. What about the mattress, do you feel this is now a more considered purchase? Yes. Although, the mattress isn’t the most exciting purchase when preparing for your baby’s arrival. It’s definitely one of the most important, considering that the average newborn sleeps for around 17 hours a day. Our Mother&Baby Organic Gold Mattress is a great choice for those looking for a product made with natural materials. It features an organic English herringbone cotton cover with an inner layer of pure lambs’ wool, which is naturally fire retardant. Meaning there is no need for FR chemicals. It’s also handstitched, hand-cut and handmade in the UK, as well as hand-packed in sustainable cardboard. Are we experiencing a continued interest in Moses baskets, cribs and cradles or do you feel that bedside cribs have crept ahead within this category? Yes, there’s definitely still a place for these. Our Moses basket mattress is one of our strongest sellers. It also helps that a Moses Basket is a versatile product that can easily be carried to any room of the house or can be transported if you are staying with grandparents or friends.

Polly Rodgers

MANAGING DIRECTOR – CLAIR DE LUNE

What do you feel are common parent anxieties when we look at baby sleep time? From speaking to our customers, ensuring their baby’s sleeping spaces are safe enough to prevent sudden infant death syndrome (SIDS) is one of the most common anxieties. This is why at Clair De Lune it is paramount that all of our products comply with British safety standards. How can nursery products within this category assist? Parents want to keep their babies close to them at all times whilst providing enough space for their baby to breathe. Our UK made Moses baskets do just that, being both spacious and light, they can be transported from bedroom to living room with ease, whilst providing a comforting space for baby to sleep in. Do you feel that parents are now better informed as to the type of mattresses that are available? Parents are easily able to research different baby products on the market before purchasing. All you need to do is search baby mattresses and all the relevant information will appear to help new parents decide on the best one for their baby. On the Clair De Lune website, we make sure to list all the key features of our mattresses and ensure all retailers who stock our brand are made aware of the different mattresses we offer. That way customers and retailers alike can feel confident they’re choosing the right mattress for them. Are consumers looking for a level of endorsement when buying bedding or mattresses (for example, eco-friendly, breathability, recognisable logo, etc.)? Over the last few years, endorsement has become one of the most important considerations in consumer buying habits. This is why at Clair De Lune, we’re proud to shout about our UK factory that has been around for over 75 years, and where over 60% of our products are made. Being a recognised brand with a history of manufacturing high quality nursey products allows parents a level of reassurance when purchasing for their baby. What type of support do you give your retailers when stocking your sleeptime range? Our extensive knowledge of moses baskets, baby bedding and mattresses are all shared with our retailers. We have a team of account managers who can support you around the clock from opening your account through to bespoke proposals. We like to give our retailers monthly offers to help compete with the market, and even launch exclusive products such as the Reversible Colour Pop palm basket. This year we have also decided to choose a ‘store of the month’ each month. The store can be anyone who has supported our brand, and we celebrate them on the NSG trade group with a few freebies and sometimes a store visit! Finally, what type of benefits can retailers expect when stocking products that fall within this industry sector? All new parents are looking for a safe sleeping space for their newborn baby, whether that is a moses basket or a bedside crib. These are both baby essentials as parents want to keep their little ones in the room for as long as possible and often bigger sleeping spaces such as cots will not fit in the parents’ bedroom. Stocking products like a Clair De Lune moses basket gives retailers the chance to appeal to a market of parents who are still looking for that traditional sleep-time product. nursery today

BPA

notice board Work in progress for new Handbook

Robert Anslow M anaging Director

If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

www.b-p-a.org

nursery today

Following the announcement that its coveted Handbook will be re-launched in October at Harrogate International Nursery Fair, the Baby Products Association’s team has been working hard to ensure that the publication is the most-up-to-date definitive industry guide of its kind. Christine Scippo, leading the Handbook project, explains: “The Baby Products Association Handbook will list manufacturers and suppliers of baby products and will provide those sourcing new products or contacts for industry suppliers with the information they need. Obviously, the playing field has changed tremendously since the last Association’s Handbook was published, so we are methodically checking every single entry to ensure that companies are still trading and that their contact details are up-to-date. “The last two years has notably had a detrimental affect on many businesses and Companies House lists numerous ‘dissolved’ companies during that period which will be removed from the Handbook. However, one thing we are unable to source easily are details of new suppliers, particularly those established in the last four or five years; so if you are a relatively new business in the baby products industry, we urge you to check that you have an entry (it’s totally free) and add your details if not.” To check and add your entry, visit the website at www.b-p-a.org and click on the tab to the left of the home page ‘Update or amend your entry’.

Global Baby Products Market to Reach $15.6 Billion by 2026 The global market for Baby Products estimated at US$11.7 Billion in the year 2020, is projected to reach a revised size of US$15.6 Billion by the year 2026, growing at a CAGR of 5.1% over the analysis period. The Baby Products market in the U.S. is estimated at US$1.7 Billion in the year 2021. China, the world`s second largest economy, is forecast to reach a projected market size of US$4.8 Billion by the year 2026 trailing a CAGR of 6.2% over the analysis period. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 2.8% and 4% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 3.2% CAGR. Baby Safety & Convenience Segment comprises products such as smart baby monitor, baby safe fabric protector, electronic stroller, high chairs, smart car seat insert, car booster seat, baby folding travel potty, among others. Continuous innovation remains crucial to growth in this market. USA, Canada, Japan, China and Europe will drive the 4% CAGR estimated for this segment. These regional markets accounting for a combined market size of US$1.3 Billion in the year 2020 will reach a projected size of US$1.7 Billion by the close of the analysis period. China will remain among the fastest growing in this cluster of regional markets. Led by countries such as Australia, India, and South Korea, the market in Asia-Pacific is forecast to reach US$705.4 Million by the year 2026, while Latin America will expand at a 4.4% CAGR through the analysis period. (Source ResearchAndMarkets.com’s )

Product safety

update

The European Technical Committee responsible for the development and revision of safety standards for a huge range of childcare articles under its seven working groups held its annual plenary in Paris on 6th May 2022. This was a hybrid meeting with members participating from the UK and across Europe, from ANEC; the European consumer voice in standardisation and the Baby Carrier Industry Alliance (BCIA) joined by CEN/CENELEC and European Commission (EC) representatives. Working group convenors take this opportunity to update on their projects and discuss any concerns or issues they have encountered in the standards development process or in the marketplace. CEN/CENELEC and EC representatives share any changes to protocol for the coming 12 months as well as answer questions and address the issues put to them.

During the plenary, the following resolutions were agreed: The resolution process for interpretations or clarifications of the text of published safety standards has been simplified, in order to speed up the process. Previously submitted to the National Standardisation Body (NSB) and then to CEN before being processed and submitted to the relevant working group, this will now be submitted by the NSB directly the working group convenor. Responses will continue to be returned to CEN for publication in CEN/TR 16411 Childcare articles – Compiled interpretations of CEN/TC 252 standards but with the NSB copied in so that the agreed response can be returned to the originator expediently.

The date of withdrawal (DOW) is extended from six months to 12 months for the following standards: prEN 1466 Carry cots and stands. Safety requirements and test methods, prEN 12790-1 Reclined cradles for children up to when they try to sit up and EN 1888-1+A1:2022 Wheeled child conveyances - Pushchairs and prams. A ballot to register a preliminary work item (PWI) for soft baby sleeping products as a European standard will be launched. Ballots to register new work items (NWI) to revise TR 13387-4 General safety guidelines - Part 4: Thermal hazards and EN 1930 Safety barriers Safety requirements and test methods will be launched. Previously in the work programme of CEN/TC 398 Project Committee - Child Protective Products, the following standards will be transferred to the work programme of CEN/TC 252/WG 4 Early learning and protection: • EN 16281:2013 Consumer fitted child resistant locking devices for windows and balcony doors - Safety requirements and test methods • EN 16654:2015 Consumer fitted finger protection devices for doors - Safety requirements and test methods • EN 16948:2017 Consumer fitted child resistant locking devices for cupboards and drawers - Safety requirements and test methods

Special members’ rates for Harrogate

Many companies become members of the Baby Products Association to enjoy the knowledge and support a trade association has to offer businesses; however, there are also numerous other benefits of membership including discounted rates for specialist events and services. Harrogate International Nursery Fair, which takes place from 16th to 18th October 2022 offers Association members a generous discount (£126 per sqm as opposed to £140 per sqm for a space only stand; and £180 per sqm opposed to £200 per sqm for shell scheme). Last year’s event was an outstanding success for almost everyone involved and the organisers report that space is filling up fast. This is a great opportunity to present your brand to retailers and buyers, not just from the UK but internationally too. So be sure to secure your stand sooner rather than later – and don’t forget to claim your special members’ rate.

Buyersdirectory Textiles

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Ambassador Textiles are a major supplier to the nursery manufacturing industry, stocking an extensive range of top-quality baby care fabrics in popular pastel colours:• • • • •

Soft & Cuddly Velboa and Dimple Cotton Waffle & Cotton Interlock Moisture Absorbing Bamboo Towelling and Woven Towelling Lightweight Polycotton Walm & Versatile Anti-Pil Fleece

Our Anti-Pil Fleece range boasts over 50 colourways in pastels and brights. We can manufacture to order Fleece Blankets in cot, pram & picnic basket sizes

www.ambassador-textiles.co.uk View the full range or contact a member of our sales team +44 (0)161 624 4167

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Nursery Today June 2022

Articles inside

News 14 Retailer Profile 46 Supplier Snapshot (car seats) 59 & 68 New Products 69 Suppliers Snapshot (sleeptime) 70 The Baby Products Association

Kiddies Kingdom

Etopia