Nursery Today June 2024

Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

16 Barking Mad

This month Pramland’s John Barker is taking a look at how the High Street has changed.

37 Online4baby

Online4baby’s Managing Director Christy Foster is reflecting back positively over the last few months while it’s also essential as a business to acknowledge the challenges they’ve faced as well.

Features/

18 Car Seats & Accessories

Bouncers (Ergobaby)

Sleeptime

Highchairs

Jogger

Collection,

editor’s letter

www.nurserytoday.co.uk | Instagram: nurserytoday | LinkedIn: Nursery Today

Welcome to the June issue, where among the pages you will find a number of product categories this month including Car Seats, Highchairs, Sleeptime Products, Weaning and Eco ranges.

This month news came in from independent retailer ABC123, who have successfully opened the doors to their new store. The new store, located in Irvine has 6,000sq ft which has been tastefully styled and fitted to a high standard. The new store has also undergone a re-branding to Ayrshire Baby Centre with the Cumnock and Ayr stores continuing to trade under the 123ABC store name. We caught up with owner Andrew Hammond to find out more about their expansion and continued growth. You can find out more simply by turning to page 9.

While on the subject of retail, this month Pramland’s John Barker takes a look at the High Street and how so many shops within his area (Hull) have closed their doors. Of course, as he states this is perhaps a sign of the rise of the number of consumers who are now turning online to ‘shop’, coupled perhaps by the lack of support his own local council (and others) offer to small businesses to continue to trade. One positive aspect for nursery retailers however is that new parents want to see, touch and gain demonstration of product! As John says “All we can do is continue to promote ourselves and make

Looking for car seats? Check out our feature starting on page 18.

sales. Ensuring that you are on parents to be’s “to visit” list is key to it.” You can read John’s thoughts over on page 16.

This month is also the month when The Baby Products Association hold their AGM, seminar and networking event which is free of charge and open this year to both members and non-members. It takes place on Wednesday 19th June 2024 at Wellington Hotel by Blue Orchid, Wellington Hall, 71 Vincent Square, London, SW1P 2PA (nearest tube stationVictoria and St James Park).

Association members are invited to arrive for a 2.30pm start, with non-members invited to join the event from 3.00pm onwards with a great line-up of speakers, followed by networking drinks and nibbles. For catering purposes, all attendees are requested to register online at: www.surveymonkey.com/r/HVRB2Z6

You can read more about the seminars that will take place over on page 54. Last year this event proved popular with a great level of attendance and was extremely successful and informative for all those who chose to attend.

If you would like more information about joining the Baby Products Association or about becoming an association partner, email Christine Scippo for the latest 2024/2025 membership information pack –christine@b-p-a.org

Finally, a quick look ahead at our July issue, where we will once again bring you our Wheeled Goods Supplement. If you are a brand and would like to discuss marketing opportunities contact Christine Contreras via email at christine@lemapublishing.co.uk who will be happy to help with your enquiry, or if you

are a retailer currently experiencing success within this product category, or notable consumer trends, why not drop me an email: penny@lemapublishing.co.uk, or call me for a natter: 07758 224258 – I’d love to hear from you.

Seeking sleeptime solutions for your customers? Simply turn to page 40.

Building Strong Relations with Suppliers

Green Sheep Group’s Sourcing Manager, Peter Waring discusses the importance of building relations with suppliers.

Building strong relationships with your suppliers is truly invaluable, not only does a positive partnership allow both parties to work together as an extension of each other’s businesses, but it will save time and money in the long run – not to mention having a supplier you can rely on ultimately ensures you deliver a high-quality product to the end consumer.

If you have to shop for new suppliers each order you will incur sampling, negotiating, and testing all over again. It’s definitely worth investing time to get the right supplier from the off.

Any good relationship with a supplier is built primarily on service & trust, the product can be first class, and the price acceptable but if the service is poor, then the relationship will be short lived. The smoother the supply chain runs the easier it is for all parties and allows for you both to evolve together. For example, when you are able to reassure the supplier that they can invest in equipment to simplify the manufacturing process, you will benefit from long term cost reductions.

Finding the right supplier is the first battle - Often when researching, we start by reviewing websites to see what the manufacturer makes and for whom, glossy images of pristine factories on the internet can be extremely misleading. Sadly, the pandemic instigated a new way of working, whereby virtual meetings became the new norm, but this should never replace visiting a factory when selecting a big supplier. Seeing it in person allows you to see first-hand the manufacturing process, meet the actual employees and understand the culture of the area where the product is manufactured.

Fundamentally I believe that to build one-to-one relationships with the owners and employees of the factory, it has to be done by spending time with them, discussing and seeing production issues first hand that may not so easily be understood with language barriers as they are in person are vital processes to work through.

Ultimately, the relationship between supplier and customer is built on trust and respect for one another, and it is worth investing time in finding like-minded businesses that you will want to work with long term and be confident in the end product you are selling.

www.greensheepgroup.com

Nuna wins Red Dot Awards

It’s been a truly exceptional year at Nuna at The Red Dot Awards 2024. Nuna not only received six European Product Design Awards and five iF Design Awards, but they’re proud to announce to have received Red Dot Awards in Product Design Babies & Children category for these innovative products.

DEMI next: a premium pushchair that’s a master of motion intuitively designed to level up with 25+ modes of riding possibilites.

DEMI next rider board: easily clicks onto the DEMI next pushchair for customised strollswith siblings to ease tired feet or welcome a new perspective.

PRUU: convertible car seat that rotates 360° for easy in-and-outs and features True lock base installation with a smart-swivel lock for added security.

TRVL lx: a compact pushchair with one-hand multi-position recline and progressive front and rear-wheel suspension that turns everyday strolls into celebrations. www.nunababy.com

Natural Baby Shower welcomes Deputy Mayor of Bracknell

Founders of ethical nursery retailer, Natural Baby Shower, Clifton Vaughan and Victoria Hampson, were delighted and honoured to welcome Deputy Mayor Jenny Penfold, and Councillor Paul Bidwell to their offices, who came to congratulate the pair on their many years of success and achievements, as well as thank them for the work they do for charity and the environment.

During their visit, the Deputy Mayor and Councillor Paul Bidwell received a full tour of the NBS offices and were able to meet the dedicated and passionate team helping to exceed and achieve the business’ goals.

The Deputy Mayor also offered her personal congratulations to Victoria Hampson, who recently was included in The Independent’s E2E Female 100, recognising her business endeavours and transformative strategies.

Speaking about the exciting visit, co-founder Victoria Hampson says: “It was an honour to welcome the Mayor of Bracknell to our offices to celebrate the continued success of Natural Baby Shower. Looking back over seventeen years of work, dedication, passion, and energy, I am so proud of where we are now, and how far we have come from two people round a kitchen table. There is to telling where we will be in another seventeen years, but I can say with confidence that the future is bright, and we will never stop trying to do better for people and planet, who will always remain at our core.

“I would like to thank Deputy Mayor Jenny Penfold and Councillor Paul Bidwell for their recognition, and for taking the time to come and visit us, it is definitely a business highlight, and one that we will remember and cherish as we look forward to the future.”

Deputy Mayor Jenny Penfold commented on her visit to Natural Baby Shower, saying: “It’s been a delight to visit such a wonderful business, full of hope and aspirations for the future, and I look forward to witnessing the continued successes of the business.”

Which? Best Buys for

Venicci

Venicci Upline and Tinum Edge have both received the coveted Which? Best Buy endorsement, marking them as top-tier choices in the pushchair market. The Venicci Upline is praised for its luxurious design, exceptional manoeuvrability, and versatile features, making it a standout for parents seeking both style and functionality. The Tinum Edge, on the other hand, is celebrated for its lightweight frame, ease of folding, and practical adaptability. Both models exemplify high quality and reliability, providing parents with excellent options for safe and comfortable travel with their children, backed by the trusted Which? Best Buy accolade. www.venicci.co.uk

Ickle Bubba Growing from Strength to Strength.

Nursery retailer and wholesaler, Ickle Bubba, has seen signi cant growth year-on-year, with factors such as a bumper Black Friday trade and a solid growth in direct to consumer and wholesale channels aiding the overall performance. New product lines also enhanced sales with the brand adding two new travel systems to its range of competitively priced bundles, as well as two new cribs and a feeding and weaning range.

The brand which has 130 independent stockists across the UK and Ireland, also sells online through its direct website and via national retailers with growing ranges on Very.co.uk, Argos, Boots and Smyths, to name a few.

Commenting on the company’s performance, Managing Director, Ieuan Rowell, explains, “After a signi cant realignment of strategy being deployed by a refreshed Senior Leadership Team, I’m delighted to see the results of this pay o with our end of year results.”

As the brand looks towards the new nancial year, success is expected to continue with 112% growth reported in international sales for the rst month of Q1. This aligns with the business and its intentions to continue its expansion into Europe, with France and Germany earmarked as key territories for 2024-2025. www.icklebubba.com

Which? names CYBEX the best of the baby and child brands

Expert judges at Which? whittled down their top picks of the brands going above and beyond for consumers in 12 categories ranging from cars to utilities.

In the baby and child category – a new category for the 2024 awards –Bugaboo, Joie, Nuna and VTech were also shortlisted.

The winners in all categories were announced at an in-person ceremony in London. The event – hosted by the BBC’s Victoria Derbyshire – saw some of the country’s leading household names come together to nd out if they had been honoured with a coveted trophy from Which?.

In awarding the win in the baby and child category, judges noted that, “CYBEX has the joint highest top-scoring car seat, our best performing baby and child category on the website. Although CYBEX products are generally on the higher end price-wise, you’re paying for safety, certainty and good quality”.

As well as a trophy, each winner is entitled to use a Which? Award winners logo across all marketing free for a year.

Anabel Hoult, Which? Chief Executive, said: “CYBEX was a clear choice as the winner of the rst ever Which? Baby and Child Brand of the Year, thanks to its high number of Best Buys and high-scoring models, making it a reliable brand and a fantastic choice for parents.

“It’s a brand that doesn’t shy away from innovation, most notably with the launch of its airbag car seat in November 2021.

“I’d like to extend a huge congratulations to CYBEX for its win, a Which? Award is a marker of excellence and the brand should be proud of its achievement.”

Back in Stock: CuddleCo’s bestselling feeding pillow

Thule named Red Dot: Design Team of the Year 2024

Thule has been awarded the prestigious title of Red Dot: Design Team of the Year 2024. Since 1988, this honour has been given annually to a team that consistently demonstrates exceptional innovation and quality.

The Thule design team now joins the ranks of esteemed previous winners such as Braun, Sony, Apple, and Philips.

This fantastic accolade highlights Thule’s dedication to innovative design, functional excellence, and a deep understanding of its customers’ needs. This recognition as Red Dot: Design Team of the Year is a testament to the collective e ort, creativity, and high standards of its design team.

CuddleCo’s bestselling Mother&Baby Organic Cotton Feeding Pillow is back in stock. The perfect baby shower gift for mums-to-be and a present that will come in handy post-partum and beyond. The pillow can be used as a nursing support and wraps comfortably around mum’s body to provide a safe, comfortable spot for baby to relax while they feed. Featuring a certi ed organic cotton cover, parents can rest easy knowing their baby’s delicate skin isn’t being exposed to any nasty chemicals or dyes.

As well as a nursing support, the pillow can be used for tummy time and sitting support as baby grows and develops. sales@cuddleco.co.uk

“With the title ‘Red Dot: Design Team of the Year 2024’, we recognise Thule’s remarkable achievement to seamlessly combine design and brand management. The products and the brand embody functional and emotional values and stand for safety and trust, which are clearly visible in the product design and brand communication. Thule’s unwavering commitment to developing products that prove their outstanding quality in countless tests and everyday use is exemplary in the industry. Thule’s commitment to sustainable design is also commendable. This attitude re ects a deep understanding of the evolving needs of consumers. The recognition of Thule’s exceptional design ethos underlines the company’s central role in shaping future design innovation.” Professor Dr. Peter Zec, founder and CEO of Red Dot

Thule has been a successful participant in the Red Dot Award since 2011, winning distinctions for products ranging from backpacks to roof racks to strollers. In addition, they were honoured at the Red Dot Award: Brands & Communication Design in 2019 as “Best Outdoor Brand” for their overall brand appearance.

In addition to being named Design Team of the Year, Thule has achieved a record-breaking haul of twelve Red Dot Awards in 2024. These awards span a diverse range of categories, highlighting Thule’s versatility and dedication to quality. www.thule.com

Car Seat Safety Crisis: 70% of Car Seats Are Missing the Mark

Choosing the perfect car seat can feel like navigating a maze for new parents. With endless options and con icting information, ensuring your child’s safety on the road can be overwhelming.

Recent data from In Car safety Centre reveals that 70% of child car seats are either unsuitable for the child, incorrectly tted, or in some cases, both. This includes more straight forward ISOFIX seats, where as many as 6% are incorrectly tted.

With these shocking statistics in mind, car seat brand Avionaut has shared its ultimate car seat checklist, a comprehensive guide that reveals the top 6 things parents should consider when choosing a car seat, along with insights from car seat safety experts.

“Choosing a car seat is one of the most important decisions a parent makes for their child’s safety,” says Fiona Su eld, Country Manager at Avionaut. “With so many car seats available, it can be di cult to nd clear and unbiased information to pick the perfect one. To help navigate this process, we’ve created a helpful checklist highlighting the top 6 things to consider when shopping for a car seat to make sure you get the perfect t for your child.” www.avionaut.com

Having recently opened their new store in Irvine, Nursery Today’s Editor Penny Franks caught up with independent retailer 123ABC’s owner Andrew Hammond to nd out more about their expansion and continued growth.

Natural

expansion

Tell us a little about 123ABC – what was the decision behind opening your store doors?

123ABC was born in late 2011 when my wife was watching TV and saw the London riots and one of the images was of a baby shop being ransacked and as I owned a derelict building in Cumnock that I had bought as a property investment a few months earlier and a bit of research we decided that we would open a baby/pram shop as there was nothing like this in our area.

My family had just sold a retail business of 60 stores in a di erent eld so retail was in our blood and 123ABC’S rst store was born march 2012. Over the years, you must have seen a variety of di erent product launches – what category do you feel has seen the most innovation and changes?

Over the last 12 years we have seen a mass of new product launches and the innovation in prams has been amazing but we have seen the biggest innovation in car seats which have been evolving at an incredible rate - there seems to be no end as to the safety that can now be designed into a car seat even with Air Bags.

You currently have stores in Ayr and Cumnock with the fantastic news of a new store opening in Irvine – what was the decision behind this?

Along with trading out of Cumnock and Ayr we also

The Irvine Ayrshire Baby Store trades from just under 6,000sq ft and it has been in the pipeline since November 2023

traded out of Kilmarnock for the Last 10 years but as the lease was coming to an end and the fact that we had outgrown the Kilmarnock store we made the decision to nd a bigger store and the Irvine store met all our requirements.

Are there any upcoming plans on the horizon to alter your current business model?

Having spent 12 years continuously tinkering with our business model I do not envisage any major deviations from what we are currently doing but if the climate changes we will always look to maximise on opportunities.

The new store has been rebranded to Ayreshire

Baby Centre – what was the rationale behind this?

123ABC of course was just shorthand for Ayrshire Baby Centre all those years ago and after discussions with all the sta and family the decision was unanimous to open the new agship Irvine store under the longer Ayrshire Baby Centre giving the customer a clearer view of who we are and what we stock.

How is the Ayreshire Baby Centre showroom oor being managed, what space does this new store operate within?

The Irvine Ayrshire Baby Store trades from just under 6,000sq ft and it has been in the pipeline since November 2023. We worked with all our key suppliers to give them plenty of space to showcase their products but continue to allow plenty of space for customers to browse and receive one to one advice.

We decided to increase our nursery furniture and car seat o ering and early results have been very encouraging.

Are you operating this store in a similar way to 123ABC?

We try to operate all our stores the same but due to the size and customer demand we have had to employ new sta members for the Irvine store, but we want to stay as true to our ethos which we have

From left: Co-owners Jennifer and Andrew Hammond proudly standing outside their new Irvine store.

throughout our stores where customers and customer service is at the forefront of what we do.

In general, across your stores and website, how are you nding the nursery sector as an independent nursery retailer?

The nursery sector at the moment is very challenging and although our website is for information only to drive customers instore. Bricks and Mortar stores are facing challenges with general costs and cost of living challenges but our low deposit and free delivery locally, great brands supporting us and the addition of the new store things are looking very positive for 2024.

Here’s a bit of an exclusive for you Penny, the plan for the next six months is to integrate both Cumnock and Ayr into the new Ayrshire Baby Centre Brand with the website likely to also convert to the new branding within the same timescales.

The Parent company will continue to trade as 123ABC UK LTD with no change in the pipeline.

Do you have any intention of creating separate websites for 123ABC and Ayreshire Baby Centre in the future?

We have no plans to retail online, that market is well and truly oversaturated so all our focus will be for our website to Inform and drive into stores giving the customer the opportunity to touch and feel real product.

How important is social media to your business? Do you operate also across any speci c platforms to generate footfall, drive potential customers to your website, etc.?

I must admit social media is not my strong point, but my wife Jennifer and my daughter Rebecca are totally wrapped up in all social media platforms with a big love for Instagram, which yes does help increase brand awareness and drives customers into All stores.

We are also just about to start our new local radio campaign which has always been a big help for our own brand awareness.

Will you be looking to onboard any new brands

and if so, what categories will you be focussing on?

Over the years we have built up a very nice portfolio of brands who have supported us on our growth and as a result they all have very nice retail spaces in our new Irvine store with their own bespoke xtures and full complement of colours and styles.

Our big three categories wheeled goods, furniture and car seats have continued to work very well but I suppose our biggest growth in the last few years have been car seats, but furniture is not far behind

As with all good business’s it is important to consider any new brand or product that can strengthen our current position so at the moment, we are not actively looking for new brands but if something comes along, then yes we will take a look.

Do you feel you receive adequate support by the brands you stock, or is there anything more they could do for you?

The support we have had from brands has always

been great but on the new store most went above and beyond what we were looking for which has given us a very niche look and feel to the store.

There is always some who could get the ‘Try Harder’ report card and we are working with them to improve xturing and space allocation.

What would you say over the years have been your largest challenges?

Having to deal with covid was a big challenge for us as we did not have a website when it struck but luckily our social media presence carried us through with customers sticking with us over this time.

Cost of living crisis and operational costs have also been challenging but we just cut our cloth accordingly and have come out the other side wiser and ready for the next challenge.

And of course, what are your largest successes since rst opening your doors?

When we rst opened, we went to a two-day presentation with a major brand with retail stores and a very clever man who at the time was sales director told me if we make it through the rst ve years in this sector then we can make it work.

Having a family business with my wife Jennifer, 21 year old daughter and 32 year old son heavily involved in the business and all loving it I put that down as a great achievement.

Is there a particular product category that has over time performed well for you?

Our big three categories wheeled goods, furniture and car seats have continued to work very well but I suppose our biggest growth in the last few years have been car seats, but furniture is not far behind. To be truthful all three categories are continuing to perform very well.

Also, do you feel there is a speci c product that is now considered a ‘must have’ by parents that is performing exceptionally well for you?

Any car seat that spins or infant carrier that is a lie at has become a must have for parents and also for relatives as an occasional car seat who also want spins.

How do you currently source nursery products?

We love to visit Harrogate for all three days which is still very important to get a feel for products, colour and designs and with the new trend to have away days to brand events all over the country and reps still visiting there is a plethora of

ways to now see and source new product. Off course Nursery Today is a also a huge source of information which just adds to making information widely available.

Finally, do you have any future plans on the horizon or news that you would like to share with Nursery Today readers?

If you ask my family they will say enough is enough, but I have never been one to sit on my hands and my new store in Irvine has given me a drive to deliver great brands in a way that has not been done before.

Who knows what the next phase might bewatch this space.

The future of family travel Fame

Timeless and pioneering, the Fame pushchair is designed to give luxurious levels of comfort for both baby and parents. Fame’s premium details, seamless design, modern aesthetics and innovative features have been designed to stand the test of time. A trailblazing pushchair to take families into the future.

A future design icon: discover the Premium bundle

• Fame pushchair

• Carrycot

•Pebble 360 Pro2

• FamilyFix 360 Pro

• 2-in-1 Footmu

• Changing bag

• Cup holder

• Phone holder

• Car seat adapters

• Rain cover

Best sleep comfort for baby

The most luxurious sleep comfort for your baby from birth.

LumiRide system

The LED light system is integrated into the iconic frame, illuminating dark streets and dimly lit pathways.

Ergonomic seat

Fame’s ergonomic seat o ers a lie-flat position and HD foam inlay for luxurious comfort.

Power-up on the go

Keep your phone charged with the integrated powerbank, so you can always stay connected.

Close2Me adjustable carrycot

Designed to be used by parents of every height.

SlideTech® travel system

Fame fits our most innovative 360 Pro car seats, designed with SlideTech® technology.

ClimaFlow seat

The supportive ClimaFlow backrest features breathable mesh to maximise ventilation.

Baby Jogger City Tour 2 Eco

The Baby Jogger City Tour 2 Stroller, Eco Collection, folds up small for big adventures. Now with soft eco fabrics made from recycled materials, thoughtfully designed to help our planet.

The City Tour 2 Eco is the ultimate stroller for travel, with an ultra-compact, one-step fold and included carry bag, making it easy to store and carry on their travels.

Weighing only 6.5kg making it easy to manoeuvre and lift, especially in crowded places or on public transport. Despite its lightness, the City Tour 2 doesn’t skimp on features. Baby rides comfortably with multiple recline positions, a UV 50+ canopy with magnetic peekaboo window, included belly bar, and a comfortable padded seat.

The new Harness Assist technology allows you to adjust the t of the harness without having to re-thread—a major win for on-the-go parents.

A seatback phone pocket and large storage basket o er convenience for parents, holding up to 5 kg of your essentials, such as diapers, snacks, toys, and more.

It’s also one of the only ultra-compact strollers with adjustable calf support to help keep your growing child comfortable.

Pair the City Tour 2 with any Baby Jogger carry cot for a smooth ride from birth (adapters and carry cot sold separately).

Baby Jogger also offer their lifetime warranty on the frame so you can enjoy your stroller for years to come.

With the City Tour 2 Eco, you’re ready for travels near and far and everyday adventures with your child.

Barking Mad

This month Pramland’s John

Barker is taking a look at how the High Street has changed with many stores closing their doors and the growing number of consumers who turn to the internet to make online purchases.

Welcome to my corner of Nursery Today everyone. I can’t believe we are sat on the verge of June already! This year is motoring by, and things are continuing to improve over here in Hull – I hope you’re all seeing things nally returning to some level of normality too.

A couple of days ago I had a midweek day o with Mrs B and we ventured into the city centre for a bit of bimble around – or we would have if Hull had any shops left to bimble around! I’m not saying Hull is unique when it comes to empty shops lining the high streets and city centres but it’s shocking to see so many shops sitting empty with what feels like zero chance of ever being lled.

Unfortunately, this is the reality of the rise of the internet and the consumers obsession with making it their go to place for everything. I’m not saying the internet is solely to blame for every one of these empty units, but it’s certainly been a contributing factor. Many of these units sit empty now due to big-name high-street brands thinking they need a store on every street corner, when in reality they don’t

and never did. When I was a kid, back in the very early eighties we had one branch of Argos in the very centre of the city. . . and it was mega busy! We had one Comet and one Marks & Spencer and we travelled to them to shop. City centres then started to expand as greedy corporations ate up real estate like their lives depended on it. At one point in Hull, we had four Argos branches! Four branches of Argos in a city with a population of less than 300,000 people and covering an area of only 27.5 square miles. Just crazy, but at least we had a high street and that created jobs for people.

Hull City Council are also your typical council with very little commercial sense when it comes to trying to re-vitalise our city. There’s no incentives or funding to assist people in to opening local businesses. Here in Hull, it’s hard to park in the city centre for longer than three hours on a Sunday! The majority of car parks don’t o er an “all day” option and those that do charge the GDP of a small country to park there. How is this supporting the shops, bars and café’s? Every obstacle the consumer has to overcome is another reason they won’t come to the city centre to spend.

There’s no incentives or funding to assist people in to opening local businesses. Here in Hull, it’s hard to park in the city centre for longer than three hours on a Sunday!

Our high streets sit dormant, yet upcoming businesses struggle to get a foothold in the city because they aren’t supported by the council or consumer. It’s a vicious circle that seems to have no end. The council need to support smaller businesses to encourage them to open, in turn this will create jobs and generate money in the city, from there this will create people wanting to spend money, which they will invariably choose to spend online. It’s no good local businesses hammering away at the council for additional support if the consumer isn’t

responding. All we can do is continue to promote ourselves and make sales. Ensuring that you are on parents to be’s “to visit” list is key to it. Previously the government had proposed an online sales tax and our high streets need this more now than ever. The playing eld isn’t level and therefore this needs to be resolved.

On a plus side a general election has now been called and this can only result in one thing – change. I’m steering well clear of politics here, but I think it’s safe to say that the British public always seems to vote for

Our high streets sit dormant, yet upcoming businesses struggle to get a foothold in the city because they aren’t supported by the council or consumer. It’s a vicious circle that seems to have no end.

change when times are hard, and times have been very hard for some, and change can sometimes be a good thing. If we put all the big policies to one side and just consider an election from our perspectives. A change of government will mean the majority of the population will feel heard and it will give them a feeling that things will change. Whether they do or not is a different matter, the fact remains that they feel things will change, and probably for the better. This should give them the confidence to spend a little more, which is no bad thing for us.

In other news, any Venicci stockists out there? How excited are you all to

see where their new direction takes us all? It’s great to see Tom coming back and so far some of the announced changes are brave and just what’s needed. Aggressive pricing with a desire to reconnect with the very stores that got them to where they are now is a huge step and one I hope, and I’m 100% sure will be, a success for them. I just want to give my vote of confidence to the team. Fingers crossed this will also see them pulling out of baby shows too. If you truly want to show your love for us independents support us when it’s needed. I don’t have a show on my doorstep but I know those that do would wholeheartedly support any

brand that chose them over the baby show.

Finally, I just need to get this off my chest. Socks. So, it turns out that trainer socks are no longer an acceptable option – who knew? I was late to the party on trainer socks and spent many years being ridiculed for not wearing them with sneakers. Now all of a sudden, I’m expected to switch back to my old sock technique! Getting old is a

real mindblower and I’m starting to struggle with all this change.

Right, that’s me done for another month I hope June is a success for you and the improving weather helps loosen your customers wallets. I’m off to sort out my sock drawer but nothing is going in the bin, oh no I’ll be keeping hold of my sneaker socks so I’ll be ready when the trend comes back in 2 to 3 years’ time.

Sitting pretty

Infant car seats are a critical safety requirement for transporting young children, mandated by UK law to ensure the well-being of infants during car journeys.

Current UK legislation stipulates that all children must use a car seat until they are 12 years old or 135 cm tall, whichever comes rst. This regulation underscores the importance of choosing the correct car seat to suit a child’s developmental stage, which can be a complex and confusing task for many parents.

Nursery Today asked BeSafe’s Country Manager, James Harrison how car seat brands have adapted over the years to ensure safety standards are met and are keeping in line with current trends. “As an industry we are fortunate as leading brands have continually set high standards in the industry by consistently integrating the latest safety technologies and ergonomic designs into their products.” Said James, adding “This is a product category where known brands are trusted by parents and endorsed by safety experts, making car seat brands prominent choices in the market.” Joie’s Head of Product Development, Damon Marriott does feel however that there is still consumer confusion out there with what current standards are, but that this will ease over time commenting “As an industry there is always more that we can do to make things clearer to the consumer. Ultimately, the confusion will abate over time as the R44 standard makes its exit from the market.“  So are brands actively assisting to lessen any confusion that new parents may have when we consider safety standards? “New parents will not necessarily be aware of the requirements, because it isn’t something they have had to worry about before.” States Damon. “Parents with older children will have a greater understanding but there is always more that brands can do to help clarify matters for the consumer. There is a lot of misinformation that is shared in various online forums, so it is important that brands are clear with their messaging to avoid confusion. ”

However, are consumers aware of what to check prior to purchase on which seat to buy during the various stages? We also asked James for his thoughts. “While awareness of safety standards has improved over the years, there is still a signi cant proportion of consumers who are not fully informed about the latest safety regulations and what to look for when selecting their car seat.” Said James. “To avoid confusion for the end consumer, and whilst also wanting to only provide seats that not only meet but exceed the newest legislation, we only supply seats that meet the current R129 regulations. At BeSafe, we continually strive to educate parents on the importance of the di erent tests and standards to look out for and the critical features for each stage. For example, highlighting the ADAC results and growing awareness of the Swedish Plus Test.”

Innovation in the car seat market has also signi cantly improved the safety and convenience of these essential safety products. Today’s car seats often now come

equipped with advanced features such as side-impact protection, adjustable harness systems, and Iso x connectors, which provide a secure and straightforward method of installation. Additionally, some high-end models o er smart technology that alerts parents if the seat is incorrectly installed or if the child unbuckles the harness. Nursery Today asked Damon if he feels that we are experiencing su cient innovation within this product sector? “Car seats are an area that is always going to drive innovation in terms of safety and ease of use. Whilst some innovation is purely for enhanced user interaction with the operation, such as improvements to indicator systems on ISOFIX systems with easier visual aids or audible alarms etc, there has also been huge leaps in features to promote easier operation such as rotate features.

“Innovation is high on the agenda for most car seat manufacturers and at Joie we pride ourselves on being leaders in that eld. Our Sprint with its integrated ISOFIX is one of the rst of its kind on the market.”

This is also a category that can be dictated by consumer trends when we look at function and style – although safety is always rst and foremost within this sector. We asked Dorel’s Senior Field Marketeer, Nicola Colletti if there any trends that as an established car seat brand, they are observing in consumer preferences and purchasing behaviours for infant car seats. “Ease of use is something parents will actively seek out to enhance their day-to-day lives and this has been solidi ed by the overwhelming response following the launch of our innovative SlideTech range of car seats. At Maxi-Cosi we are continuously innovating and driving new features to ensure we are always following the needs of consumers.”

This sector truly is one which nursery retailers play a crucial role in helping parents navigate the complex landscape of the array of car seats currently available. Retailers often provide in-store demonstrations, expert advice, and tting services to ensure that parents choose the appropriate car seat for their child’s age, weight, and height. By o ering a range of car seats that cater to di erent developmental stages—infant carriers, convertible seats, and booster seats, nursery retailers can really assist to alleviate the confusion and ensure compliance with legal requirements.

The bene ts to nursery retailers who stock a wide selection of car seats are substantial. These retailers become a one-stop shop for parents, enhancing customer loyalty and increasing sales. Additionally, by providing value-added services such as tting and advice, bricks & mortar retailers can di erentiate themselves from online competitors, fostering trust and customer satisfaction. This comprehensive support not only helps parents make informed decisions but also positions nursery retailers as essential when we consider in-car child safety.

World’s first rotation system for children up to approximately 6 years old.

The clever clip keeping children safely in their car seats

The Car Seat Security Clip from child safety experts Clippasafe, is an a ordable and simple solution to the danger of young children becoming free of their car seat straps whilst travelling. Clipping easily onto the shoulder straps of any car seat, the device prevents children removing the straps from their arms.

Easily tted to child seat shoulder straps up to 38mm wide, the security clip sits at and comfortably across the chest. It is made from material that is strong and durable and can be quickly and easily opened by an adult in an emergency; or removed if required allowing for transfer to di erent car seats.

Managing Director at Clippasafe Roger Cheetham says “This is consistently one of our top selling products. Usually when children reach the age of around two, they start to realise they can wriggle their arms and shoulders free of the straps. This solution gives parents peace of mind, especially whilst driving.”

Tel 0115 9211899 | www.clippasafe.co.uk

Push the button

The Radios Car Seat from Bébécar is a 360° rotatable car seat that provides easy access to baby on the move.

The rotation system is activated by simply pressing a button and the seat can be rotated to face either door in the vehicle, making it easy to lift baby in and out.

The car seat can be reclined into 5 positions and the headrest features additional side protection to keep baby safe and comfortable.

Bébécar believe that a child’s safety is paramount so the Radios Car Seat is i-Size and fully compatible with ISOFIX cars.

Bébécar UK is part of the East Coast Group.

Tel: 01692 408801 sales@bebecar.co.uk www.bebecar.co.uk

Buckling up is a breeze

The i-Jemini is the most a ordable premium baby car seat in the Encore Spinning System.

I-Jemini pairs with the i-Base Encore to instantly transform into a 90 spinning car seat – an ultra-smooth, one hand motion turns the seat towards you to make buckling up a breeze. When it’s time for tiny travellers to graduate to the next seat, you can up-grade to i-Harbour which works with i-Base Encore to give you years of easy ins and outs.

I-Jemini meets the newest and most advanced R129 safety approval standard, with side impact testing and i-Size certi cation for a guaranteed backseat t. uksales@joiebaby.com www.joiebaby.com

Full of features

Graco has added to its popular car seat range with Energi i-Size R129 – the perfect combination of comfort, safety, and value for little ones from 76-150cm (15 months to approx. 12

Energi i-Size R129 is packed full of features, o ering parents and carers fantastic value for money. Top of any wish list for a car seat is safety and Graco’s latest launch is both i-Size and R129 certi ed, so parents have peace of mind their child is protected in line with the latest EU regulations.

Energi i-Size R129 can be used in 5-point harness booster mode from 76-105cm (15 months to approx. 4 years), then highback booster mode from 105-150cm (approx. 3.5 to 12 years), perfectly supporting little ones as they develop. www.gracobaby.eu/UK

Sound and secure with Ickle Bubba’s Cirrus i-Size Car seat

Ickle Bubba has introduced its latest addition to their travel family.

Meet the Cirrus i-Size – an easy to install car seat that’s tested to exacting standards. Sound and secure, the Cirrus i-Size Car Seat from Ickle Bubba provides peak protection in a lightweight package.   Both the car seat and ISOFIX Base are rigorously tested to meet the most recent i-Size international safety standard (R129-03). This includes improved side-impact testing, meaning a safer car seat for precious cargo.  Easily connect the base onto the ISOFIX anchor points in any compatible car and attach the car seat on top with a simple push and click.

For sales enquiries contact the below. sales@icklebubba.com

Premium boost

Meet the i-Plenti, a premium toddler to booster seat that provides economic and design-conscious parents with a long-term and space saving solution for use after their child has outgrown their infant carrier.

Suitable for 15 months to 12 years, the i-Plenti meets the highest R129 safety standards, has three layers of side impact protection plus intelli- t memory foam for added absorbency and comfort all around. The 9-position headrest and AutoAdjust shoulder panels allow the seat to grow up and out for spacious comfort all round. With a raft of practical features that are easy to use, i-Plenti will keep little ones safe on every journey and through each growth spurt. uksales@joiebaby.com | www.joiebaby.com

New key features

Axkid proudly announces the Axkid One 3, the latest in their acclaimed car seat line, designed for unparalleled safety and comfort.

This upgrade from the Axkid One 2 introduces key features such as integrated magnets in the harness for easy adjustments, an ergonomic recline adjuster for optimal comfort, and adaptable seat inserts with poppers for a perfect t as children grow.

Detailed weight speci cations ensure suitability for each developmental stage, while a new colour palette adds style. These enhancements demonstrate Axkid’s commitment to innovation, making the Axkid One 3 the top choice for safety-conscious parents.

www.axkid.com

CYBEX Anoris T2 i-Size - Up to

50% more safety

CYBEX launches the successor of the safest child car seat of all time

Is there anything better than “very good” when it comes to design, safety and functionality in child car seats? For CYBEX the answer to this question is a resounding yes. After the German-based company launched the rst child car seat with an integrated full-body airbag in 2021 and was awarded test winner by ADAC, with an unprecedented overall rating of 1.5 “very good” as the incentive to further develop their innovation even further.

The result: Anoris T2 i-Size!

Child safety: An airbag driven future

Similar to its predecessor, the Anoris T2 i-Size ensures comprehensive safety for children at every stage of their journey. “Airbags have been protecting adults in vehicles for decades. They have become indispensable safety features, making it virtually impossible to buy a car without one,” emphasises Martin Pos, founder of CYBEX. “For us, the next logical step was therefore to develop a corresponding full-body airbag that also o ers children maximum safety in the car, especially since studies on child seat safety show that around 80%¹ of parents allow their o spring to travel forward-facing even under the age of two, which reduces their safety by around 50%.”

The airbag technology integrated in the Anoris T2 i-Size provides up to 50% more safety in the event of a frontal impact than conventional forward-facing child seats with a 5-point harness system². The airbag in ates in milliseconds to form a C-shape around the impact shield, which also provides optimum protection for the head and neck. The forces are distributed over the entire body and the child remains securely in place.

Safety that lasts longer

“At CYBEX, we are not afraid to challenge the status quo, not even when we have set the standard ourselves,” emphasises Martin Pos. That’s why the new

Anoris T2 i-Size provides comprehensive protection for children aged between 15 months and 7 years when travelling forward-facing. The advantage? Your little ones have three years of growing room than most conventional child seats and one year more than in the previous model.

Freedom of movement and extra legroom

In addition to the safety aspect, the Anoris T2 i-Size also scores highly in terms of its intelligent, ergonomic design. The child car seat has a compact One-Click impact shield, which is smaller than its predecessor. The child no longer carries the weight of the impact shield as it is held in place by a spacer. As a result, the new model guarantees a higher level of comfort, which also makes onboarding and o boarding easier.

www.cybex-online.com

Ultimate ease in every ride

Doona X is an all-in-one solution designed to make parenting simple.

The latest innovation from Doona rede nes travel with its unparalleled design and functionality. With 3 recline positions – Sit, Relax, and Lay back. Parents can seamlessly transition from car seat to full recline. Ready to use straight out of the box, parents can experience complete ease of use with Doona X.

Functioning as both a car seat and stroller, Doona X is R129 certi ed, and aircraft approved. Along with three recline positions, Doona X boasts a new shock absorbent mechanism for a smoother ride, and a soft release system when moving from car seat to stroller. sales@cuddleco.co.uk

One hand swivel

Turn2Me is Graco’s ISOFIX rotating car seat that swivel’s 360° with just one hand, and in one smooth motion.

O ering extended rearward facing from 0-18kg (birth to approx. 4 years) and forward facing from 9-18kg (approx. 1 to 4 years), this car seat will grow from baby to child.

Carrying the R129 and i-Size safety certi cations, this car seat has undergone the most extensive side impact testing and is compatible with any i-Size approved vehicle, and the one-click ISOFIX installation paired with the easily adjustable 5-point harness makes journeys safe and easy.  www.gracobaby.eu/UK

Deluxe travel companion

The i-Traver is a deluxe travel companion that makes every outing a special occasion. With extra i-Size safety, extra cosy comfort and an extra easy install, the i-Traver is both high class and low fuss. Strong, safe and simple to install, the i-Traver lets you lock in and load up in a snap with extra rm ISOFIX points, plus belt install. Made from super-strength steel, the ISOFIX connectors keep a tight grip on safety, locking the seat rmly into the vehicles anchor points and keeping kiddo’s seat securely in place.

uksales@joiebaby.com www.joiebaby.com

Maxi-Cosi has introduced the Emerald 360 S – its most versatile car seat designed to grow with a child from birth to age 12 (or 150 cm).

This innovative seat features the FlexiSpin 360° rotational system, allowing for easy rotation and four recline positions for enhanced comfort. It includes a luxurious newborn inlay for naps and long journeys.

Made with Eco Care, the soft, breathable padding uses 100% recycled materials and o ers a cushioned headrest with nine adjustable height positions. The Emerald 360 S also incorporates G-CELL Side Impact Technology for superior protection in collisions, making it a safe, longlasting solution for a child’s car seat needs.  www.maxi-cosi.co.uk

My Babiie Toddler Car Seats

My Babiie’s new range of Toddler i-Size car Seats (76-150cm) are designed to ensure children travel in comfort, safety and style.

Ensuring both comfort and safety children on every journey, the My Babiie Car Seat is a standout choice for families. Suitable from 76cm to 150cm (approximately 15 months to 12 years), this car seat meets the latest R129/i-Size safety standards through extensive crash and safety testing.

In three stylish designs with a padded seat and insert, they promise a comfortable ride. The 12position adjustable headrest allows the seat to grow with the child, while side impact protection ensures comprehensive safety. Installing the seat is e ortless and secure, thanks to ISOFIX connectors and a top tether strap, eliminating installation errors.

The internal ve-point harness, soft pads, and crotch protector enhance safety and comfort. Additionally, the one-handed recline (with ve positions) o ers luxurious comfort, allowing children to nap peacefully during travel. My Babiie Car Seats represent the ultimate travel solution, combining safety, ease of use, and comfort for growing children. michael@mybabiie.com www.mybabiie.com

Making light work of travel

Weighing in at just 2.5kg the PIPA lite makes light work of car travel.

To be used alongside the BASE next, the PIPA lite o ers ultimate safekeeping with extensive safety features including True lock base, Side Impact Protection (SIP) and Aero ex foam, all in an ultra-light package. The PIPA lite is also compatible with all Nuna pushchairs to create the ideal travel system for busy modern life.

The PIPA lite is available in Caviar.

www.nunababy.eu

Safety Comes Full Circle

Discover the i-Size safe Nuna PRUU convertible car seat.

Featuring 360° seat rotation for easy loading and unloading and integrated True lock base, making installation swift, simple and secure. The PRUU car seat provides secure rides for your newborn and adapts through 6 height-adjustable headrest positions to see little one through their stages of growth.

Innovative safety remains at the forefront with the Smart-swivel lock feature that prevent the car seat from rotating during journey. The PRUU is i-Size safe, meets the highest R129 safety standards, including side impact testing, and promises a safe and secure t in i-Size approved vehicles.

The PRUU is available in Caviar. www.nunababy.eu

One child, One seat,

One solution!

COMET 360° i-Size

Welcome to the ‘Cozy N Safe’ Comet 360° i-Size, a car seat crafted to enhance safety and comfort throughout a child’s journey from infancy to 12 years old.

Featuring a 360° one-touch rotation function, this seat enables smooth transitions between rear and forward-facing positions for ultimate convenience. Its adaptable design caters to heights ranging from 40 to 150cm, ensuring steadfast support as the child grows. Enjoy extended rear-facing capabilities up to 105cm (around 4 years old) for enhanced safety. The seat is secured using Iso x, Support leg, and/or a vehicle 3-point belt for a secure installation. With a 360° rotation for e ortless access, Comet 360° evolves alongside the child, o ering an easy removal newborn insert.

Safety is prioritised with side impact protection and an ECE R129 Safety Certi cation. Bene t from easy adjustments with a 5-point harness, multiple headrest positions, and four forwardfacing recline options and one rear facing.

The seat includes a newborn insert and deeply cushioned padding for optimal comfort. The Cozy N Safe Comet 360° i-Size has the quality, reliability, and dedication to safety on every journey.

www.cozynsafe.com

Optimum

safety and longer rotation

Cosatto All in All Ultra Rotate i-Size Car Seat.

Cosatto, the award-winning brand creating clever stu for happy babies, introduces the All in All Ultra Rotate i-Size.

This new i-Size/R129 compliant model is the latest all-stage car seat to be added to their already extensive range and can be used from birth, boasting extended rearward facing up to 105cm with the integrated ISOFIX base.

It gives a seamless 3600 rotation thanks to the rebound bar which also o ers better protection in the event of a collision. This also means that there is no more stretching to get children in and out of the car or to wrestle with the harness with a super smooth transition, giving parents peace of mind and making their lives hassle-free.

www.cosatto.com

BeSafe goes above and BEYOND, with its latest designs!

The launch of BeSafe Beyond marks a signi cant advancement in car seat design and innovation, o ering an unparalleled blend of safety, comfort and ease of use.

This world’s rst, from birth to six years old modular system is designed to protect children and Go Beyond standards! It integrates features that exceed current safety standards and simplify parents’ lives.

An introduction to Beyond

BeSafe Beyond is a rst of its kind, a modular rotation system with two car seats and one base, providing rear facing seating from newborn up to six years old.

The rst car seat of the system, BeSafe Go Beyond is the infant carrier, tailored for newborns up to approx. 18 months, with a maximum weight of 13kg and height of 40-87cm. Key features include the revolutionary Active Lay Flat, which ensures baby travels safely in a recline position. In the event of a collision, the seat automatically shifts to an upright position, o ering a safer angle. The seat also includes a 5-point harness, one-hand free operation for to ease of use and a ‘Peekaboo’ sun canopy, which is adjustable on both sides to provide the perfect shade. The seat can be used with the Beyond base or with belt installation.

The second car seat of the system, BeSafe Beyond is a toddler seat designed for children aged approx. six months to six years supporting up to 22kg and 61-125cm in height. Along with the base, this seat is the rst rotating seat approved for children of this size and is a groundbreaking achievement in child car seat safety.

The BeSafe Beyond is an ERF seat and has passed the Swedish Plus Test. The BeSafe Beyond 360 provides consumers the option to turn forward facing when their child is big enough. With 11 headrest positions, the seat is designed with every aspect of safety in mind, it allows forward facing once the headrest is at a certain height to prevent any misuse. Beyond is lightweight, designed for one-handed operation and has adjustable legroom.

The Beyond Base, has the BeSafe signature Universal Level Technology, to make sure the seat is always positioned at the correct angle. It is a rotating base and can be used with ISOFIX.

Innovation and Safety

A standout feature of the BeSafe Beyond system is its adaptability and focus on extended rear-facing use. The baby seat o ers an extended usability period of up to 18 months, surpassing the previous standard of 12 months. The toddler seat can be used rear-facing up to 6 years old, which signi cantly enhances safety during travel.

The Active Lay Flat innovation addresses a critical concern for parents: ensuring the safety of babies lying at in a car. This feature allows the baby to travel in a reclined position safely, and in the event of an accident, the seat automatically moves to an upright position providing the correct 45-degree angle for optimum safety.

The BeSafe Beyond concept is made to last. Its durable materials, combined with a construction that allows for easy repair, extends the lifetime of all Beyond concept products to 15 years.

The BeSafe Beyond is more than just a car seat; it is a revolutionary system designed to provide peace of mind for parents and the highest level of safety for their children.

BeSafe Go Beyond - suitable from birth – 18 months

BeSafe Beyond - extended rear facing from 6 months – 6 years

BeSafe Beyond 360 - fully rotational from 6 months – 6 years

For more information contact: support.uk@besafe.com

Modern rides, reimagined

The PIPA urbn reimagines the future of travel with baby. This one-of-a-kind, ultra-lightweight infant car seat weighs only 3.3 kg* and installs using an advanced, built-in ISOFIX system. This groundbreaking baseless installation feature is integrated into the car seat, allowing for super secure installs** in seconds when moving from car, to taxi, to rideshare and offering a new generation of journeys. It also features a one-handed, quick release from pushchair and vehicle and Nuna’s iconic Dream drape™ for ultimate privacy—so you and baby can navigate life with modern-day ease.

*Without canopy and insert | **Refer to the vehicle fitting list

supplier snapshot

Nursery Today spoke to some of the industry’s nest to nd out their thoughts when we look at the car seat sector.

James Harrison

COUNTRY MANAGER UK, BESAFE

Do you feel that consumers are aware of current safety standards on infant car seats and what to check prior to making a decision on which seat to buy during the various stages?

Luisa Rollins-Svensson

CONSUMER & TRADE MARKETING MANAGER, GRACO UK

Do you feel that consumers are aware of current safety standards on infant car seats and what to check prior to making a decision on which seat to buy during the various stages?

We know from quantitative and qualitative research that consumers are aware of current safety standards, that they carry out research online, but in the majority of cases will head to an expert in store for reassurance and to get bespoke advice for the stage of their child and their car.

What type of information as a brand do you provide to assist both retailers and the consumer understand current legislation and what to look for when researching car seats?

We have a thorough advisory section on our website, to aid the selection process for the safest possible purchase. The Graco Car Seat Buying Guide provides clear explanation of the di erent standards currently in the market, the various terms and references and it signposts consumers to the best solution to suit their needs.

Do you feel that we are still experiencing a level of consumer confusion when we consider car seats?

I believe that consumers know it’s important to always seek advice to ensure that they are making the safest possible car seat purchase for their child.

Are there any trends that you are observing in consumer preferences and purchasing behaviours for infant car seats, and how are you adapting your product offerings to meet these trends?

Rotating seat bases are really attractive to parents at the moment. As such we are launching the SnugTurn system. A rotating base that is compatible with two car seats: SnugLite, an infant carrier that is travel system compatible with the Near2Me DLX stroller frame and suitable from birth to 12 months, and SnugGo, suitable from birth to approx. 4 years. The system comes to market with Graco’s trademark unbeatable value.

What type of impact does social media have within this product category? Do you feel that perhaps influencers, etc. might confuse the consumer further with perhaps misleading information?

Social media is critical to raising awareness of a product as so many searches start on those platforms and in uencer endorsement is proven to drive sales. All in uencers that Graco works with are fully briefed on product messaging and we approve every single image that is posted as #ad #gifted or in collaboration with Graco to mitigate against any misleading information.

Do you feel that we are experiencing sufficient innovation within this product sector?

So far as the Graco brand is concerned the most important innovation in this category is in safety and the R129 standard has raised the bar in this respect. Reassurance on robust testing measures and enhanced safety at the very best price is a great combination for parents in the current climate.

While awareness of safety standards has improved over the years, there is still a signi cant proportion of consumers who are not fully informed about the latest safety regulations and what to look for when selecting their car seat. To avoid confusion for the end consumer, and whilst also wanting to only provide seats that not only meet but exceed the newest legislation, we only supply seats that meet the current R129 regulations. At BeSafe, we continually strive to educate parents on the importance of the di erent tests and standards to look out for and the critical features for each stage. For example, highlighting the ADAC results and growing awareness of the Swedish Plus Test.

What type of information as a brand do you provide to assist both retailers and the consumer to understand current legislation and what to look for when researching car seats?

BeSafe provides comprehensive information through multiple channels to ensure both retailers and consumers are well-informed. This includes detailed guides on our website, instructional videos, and instore training sessions for retailers. Our catalogues explain current safety legislation, the importance of rear-facing seats, and the key features of our products. We also have an active PR and Marketing campaign running to educate the press and in uencers in the latest safety standards to help with general consumer understanding.

What do you feel as a brand are the most effective materials and technologies currently used in the manufacturing of infant car seats to enhance safety and comfort?

We are always striving to continuously improve our car seats to include high-performance materials and design for impact absorption, like our Dynamic Force Absorber, the Exo frame design in our latest seats and top-quality breathable fabrics for comfort. Technologies such as the Active Lay Flat in our new Go Beyond infant carrier, our SIP+ and Universal Level Technology are pivotal at enhancing both safety and comfort. These innovations ensure optimal protection in various crash scenarios while providing a comfortable seating experience for the child.

Are there any trends that you are observing in consumer preferences and purchasing behaviours for infant car seats, and how are you adapting your product offerings to meet these trends?

Consumers are now seeking infant carriers with a rotating base and the ability for the seat to lie at. After four years of dedicated development, we are excited to introduce our innovative BeSafe Go Beyond. This model features the unique Active Lay Flat safety mechanism. In the event of a collision, the seat automatically shifts to an upright position, the optimal 45 degree angle.

Can you describe your approach to collaborating with retailers and distributors to maximise market reach and sales for your infant car seats?

We have a very clear strategy for the brand and the future for BeSafe in the coming years. We take a collaborative approach with our retailers, o ering instore training, marketing support, and provide an active press o ce and in uencer programme that sends consumers directly to retail.

We have regular instore meetings to make sure we understand each retailers’ individual needs and challenges, this allows us to provide the necessary tools and information to help them succeed. Our strong relationships ensure we are all aligned on product knowledge and customer service to maximise our sales and reach. We have amazing ambassadors for our brand, which resulted in 2023 being our best year of sales since 2015.

What kind of after-sales support and warranty services do you provide, and how do you measure customer satisfaction and address any issues that arise?

BeSafe o ers a robust after-sales support, including 2-year warranty, easy access to replacement parts, and responsive and helpful customer service team. Any issues that arise are addressed promptly, with a focus on resolving them to the customers satisfaction. Our UK service centre is managed by Kevin Clarkson at Paul Stride, who is a fantastic ambassador for our brand and extremely knowledgeable on everything! We also give feedback to our NPD team to continuously improve our products and services.

Do you feel that we are experiencing sufficient innovation when we look at car seats?

The car seat industry has seen signi cant innovation, particularly in safety and sustainability. However, there is always room for further advancement. At BeSafe, we are committed to pushing the boundaries of innovation, focusing on integrating the latest technologies to ensure safety and longevity of our seats. For example, our new launch BeSafe Beyond modular system, is a world’s rst, suitable from birth up to 6 years, that is a rotation seat and has a 15-year lifespan. Our continuous investment in research and development ensures that we remain at the forefront of innovation in car seat design.

SWATCHES

Ickle Bubba, Unit 5, Hawthorne Cour

Howley Park R Morley, Leeds, LS27 0FD, England, UK

supplier snapshot

Nursery Today spoke to some of the industry’s nest to nd out their thoughts when we look at the car seat sector.

Nicola Colletti

SENIOR FIELD MARKETEER UKI,

MAXI-COSI (DOREL)

Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE

Do you feel that consumers are aware of current safety standards on infant car seats and what to check prior to making a decision on which seat to buy during the various stages?

Do you feel that consumers are aware of current safety standards on infant car seats and what to check prior to making a decision on which seat to buy during the various stages?

Safety is such an important part of the research process when it comes to selecting the right car seat for your baby, so consumers are increasingly aware of the high safety standards this product category demands. It can be confusing for parents-to-be when there is so much information available, so we always ensure ours is communicated clearly and concisely.

What type of information as a brand do you provide to assist both retailers and the consumer understand current legislation and what to look for when researching car seats?

Maxi-Cosi has a dedicated team of Brand Coaches who provide expert ongoing training to all our retailers be that in person or virtually. Retailers also have direct access to our training modules for any further support they may need. For consumers, the Maxi-Cosi website o ers a huge amount of information and insightful articles around all things car seats for parents & parents-to-be.

Are there any trends that you are observing in consumer preferences and purchasing behaviours for infant car seats, and how are you adapting your product offerings to meet these trends?

Ease of use is something parents will actively seek out to enhance their day-to-day lives and this has been solidi ed by the overwhelming response following the launch of our innovative SlideTech range of car seats. At Maxi-Cosi we are continuously innovating and driving new features to ensure we are always following the needs of consumers.

What type of impact does social media have within this product category? Do you feel that perhaps influencers, etc. might confuse the consumer further with perhaps misleading information?

Social media is a powerful tool, however here at Maxi-Cosi there is a precise process for in uencer selection to ensure that our brand ambassadors are always providing clear and correct information when using Maxi-Cosi products. As a brand we have a duty to ensure that the information our ambassadors are communicating is accurate.

What kind of after-sales support and warranty services do you provide, and how do you measure customer satisfaction and address any issues that arise?

With both a dedicated retailer and consumer care team on hand with years of experience, retailers and consumers are in great hands. Whether its information they are seeking or to talk in more detail, the team are there to support. Our 2-year warranty and 100-day returns, along with our support services such as Happy Hips and the Car Seat Swap Service mean that consumers are in great hands with Maxi-Cosi.

Do you feel that we are experiencing sufficient innovation within this product sector?

Maxi-Cosi is a company of rsts and over its rich 40-year history, we have always been at the forefront driving innovation, from the rst rotative seat on the market to a world’s rst with our SlideTech range. We are dedicated to pushing the boundaries, whilst maintaining the highest safety and comfort for all families out there, and we will continue to do so for years to come!

New parents will not necessarily be aware of the requirements, because it isn’t something they have had to worry about before. Parents with older children will have a greater understanding but there is always more that brands can do to help clarify matters for the consumer. There is a lot of misinformation that is shared in various online forums, so it is important that brands are clear with their messaging to avoid confusion.

What type of information as a brand do you provide to assist both retailers and the consumer understand current legislation and what to look for when researching car seats?

We directly support our retail partners through our dedicated team of sales trainers who will help spread the understanding of the bene ts of R129 products. We will also o er a multi-channel approach regarding access to assets that will assist both retail partners and consumers with understanding the di erences between R129, R44 and i-Size.

What do you feel as a brand are the most effective materials and technologies currently used in the manufacturing of infant car seats to enhance safety and comfort?

With our early adoption of R129 back in 2013, we have continued to evolve our infant car seat range, now o ering ultra-light options such as the Joie I-Snug, through to maximum convenience providing lay at options such as the Joie I-Level Recline and the Calmi R129 for those that take longer journeys. All these utilise the use of EPP & memory foam to both ensure a lightweight product and most importantly o er the best energy absorption to maximise safety for the occupant.

Are there any trends that you are observing in consumer preferences and purchasing behaviours for infant car seats, and how are you adapting your product offerings to meet these trends?

A spinning seat has long been a popular feature with the consumer and that has led to brands constantly looking for new ways they can o er this. For example, Joie has released the i-Base Encore that ts with a variety of our car seats and infant carriers and even a lie at car cot to give our consumers a variety of options. We have also launched our birth to 12, i-Spin XL into our Spin family – giving parents even more choice when it comes to nding the perfect seat to t their child’s needs. Parents are always on the look out for ways to make life that little bit easier – so we have just launched our Sprint infant carrier. Not only does Sprint t on our spinning i-Base Encore, it also has its own integrated ISOFIX connectors, making it super simple to transfer from car to car and pass easily from one guardian to another.

What type of impact does social media have within this product category? Do you feel that perhaps influencers, etc. might confuse the consumer further with perhaps misleading information?

New parents will not necessarily be aware of the requirements, because it isn’t something they have had to worry about before. Parents with older children will have a greater understanding but there is always more that brands can do to help clarify matters for the consumer. There is a lot of misinformation that is shared in various online forums, so it is important that brands are clear with their messaging to avoid confusion. Those in uencers who work with brands have the opportunity to have their content fact checked to ensure the information is correct, this sure helps to reduce misleading information online.

Can you describe your approach to collaborating with retailers and distributors to maximise market reach and sales for your infant car seats?

We work closely with those retailers who have social channels and informative website platforms to cascade information through to the consumer, this has huge bene ts for those retailers who can gain the sale through education of the purchaser.

What kind of after-sales support and warranty services do you provide, and how do you measure customer satisfaction and address any issues that arise?

We have a large customer service team who are on hand to support consumers directly or also support our retail partners with any warranty or customer enquiries, with an aim to reply swiftly to avoid any disappointment. Also our local service centre support sta can help rectify any faults swiftly or provide spare parts to those who require new soft goods or wheels to get a product back into good working order.

The past few months have been a whirlwind of activity and achievements for Online4baby, and I’m excited to share some of the highlights with our community. One of the most impactful events I had the pleasure of participating in this year was a 12-hour danceathon as part of the Rowan Empowering Women Network’s fundraising efforts for the Prevent Breast Cancer 2024 campaign. It was fantastic fun to break out the leg warmers and dance for a good cause!

The energy and enthusiasm of everyone involved were truly inspiring, and together, we managed to raise over £25,000 for this crucial cause. The outpouring of support from our partners, customers, and team members was heartwarming, and I extend my deepest thanks to all who contributed.

As we stand at the threshold of the second half of 2024, it’s incredible to reflect on the journey we’ve had so far.

The first half of the year has been marked by significant growth and numerous milestones, all thanks to the unwavering dedication of our exceptional team. Their hard work and innovative spirit have propelled Online4baby to new heights, fostering stronger relationships with our existing

Retail matters

Online4baby’s Managing Director Christy Foster is reflecting back positively over the last few months while it’s also essential as a business to acknowledge the challenges they’ve faced as well.

brand partners and establishing promising new ones. Our collaborative efforts have enabled us to expand our product offerings and enhance the shopping experience for our valued customers.

However, it’s essential to acknowledge the challenges we’ve faced as well. The resurgence of higher freight prices has been a concerning development, especially as the consumer landscape had begun to show signs of improvement with declining inflation rates. The looming uncertainty of the upcoming general election further complicates the economic outlook, adding an element of unpredictability to the market. Despite these hurdles, I remain optimistic about the future. We are committed to navigating these challenges with resilience and adaptability, ensuring we continue to deliver value to our customers and partners.

One of the most pleasant aspects of recent months has been the beautiful weather, which has brought a welcome change in consumer behaviour. As families embrace the sunshine and plan their travels, we’ve seen spend shift into our seasonal product lines. Strollers,

travel cots, and car seats designed for summer adventures have seen a surge in demand, reflecting the shift towards more outdoor and travel-related activities. Additionally, we’ve introduced new lines of outdoor play products, which have proven to be extremely popular (although less so on the rainier weekends!)

Looking ahead, we are focused on leveraging the momentum we’ve built

in the first half of the year. Our goal is to continue fostering strong partnerships, driving innovation in our product offerings, and providing exceptional service to our customers. The golden quarter, traditionally a peak period for retail, is just around the corner, and we are gearing up to make the most of this crucial time.

Here’s to a prosperous and exciting second half of 2024!

Christy Foster, Managing Director

Christy dressed for her charity danceathon

Ergobaby Evolve Bouncer: Now in Mesh

Ergobaby launches award-winning Evolve Bouncer with NEW mesh cover!

Fresh from its Made For Mums Awards Gold win, the Ergobaby Evolve bouncer is getting an upgrade! As well as the range of timeless colours in soft knit fabric, a new mesh fabric option launching soon combines softness and maximum air ow for this innovative bouncer.

Suitable from birth (5lb 8oz/2.5kg) to toddlerhood (29 lbs/13.2kg), the Evolve 3-in-1 Bouncer transforms from a cosy newborn lounger, to a calming infant bouncer, to a fun toddler seat. As baby grows, the bouncer evolves by simply removing the newborn insert and adjusting between three heights tailored to each stage of development, all easily adjusted via a step pedal on the base of the bouncer. The lowest position is the perfect height for a newborn to lounge and relax, the middle position allows infants to rock themselves, no plugs or batteries required, while the highest position is perfect for toddlers who want to be part of everything going on around them.

Fresh with mesh

It’s no secret that mesh fabrics are becoming a staple across a wide range of nursery categories. For example, Ergobaby now o ers a mesh option in every wrap and carrier the brand makes, and even their acclaimed Metro+ stroller has a mesh panel built in to the seat. Following in the footsteps of this success, Ergobaby has now applied that same insight and technology to their Evolve bouncer. As well as o ering superior breathability, the Ergobaby Evolve mesh fabric is soft, supportive, and exible, cradling baby comfortably from newborn to toddler. Both fabric options are also machine washable for your customer’s convenience.

A lucrative opportunity

Interchangeable seat covers also o er retailers an opportunity to secure extra spend, allowing parents to customise their bouncer - and have spare covers for when inevitable stains or spills happen! For example, a customer who purchases a mesh bouncer for a summer baby to help with air ow while baby is unable to regulate their own temperature, might then prefer a soft knit cover for the cooler months to keep baby cosy and snug. A handy carry bag is also available separately as the Evolve folds at for storage or travel and weighs just 3.8 kg. There are also two toy bars available to help promote baby’s development from four months onward: ‘Ocean Wonders’ features plush ocean animals that are soft to the touch and rattle to entertain baby, while ‘Serene Swells’ features rotating shapes made from FSC-certi ed wood and food grade silicone to create calming and fun patterns for play.

Ergonomics at the forefront

Ergobaby is known around the world for its dedication to ergonomics and the

Evolve is no di erent. One of the things that sets the Ergobaby Evolve apart from competitors is its removable, ergonomic, newborn insert. Developed with guidance from a paediatric orthopaedist, it supports newborn babies from head to hips, creating an ergonomic spreadsquat position in their hips, and helping to prevent at head syndrome. The Evolve is also the only bouncer currently credited with Aktion Gesunder Rücken e.V. (AGR – Campaign for Healthier Backs) seal of approval. This gives parents peace of mind that their baby is supported at every age and stage of development. Also giving parents peace of mind, the simple but sturdy buckle closure and padded harness keeps baby safely secured. The easy-click buckles are also bluesign approved, a certi cation that investigates the total supply chain and production cycles, including environmental inputs and any waste creation/disposal. Each bouncer also comes with the ErgoPromise Limited Lifetime Warranty.

Summer essentials

The Ergobaby Evolve Bouncer is a newborn essential and the new mesh option is a must have for anyone expecting a summer baby. For all the moments they can’t have baby in their arms, parents can rest assured their little one is safe, comfortable, and happy, and retailers can rest assured they are stocking this summer’s coolest launch.

Top Cot Mattress Safety Tips

Nursery Connections Design Technologist, Ben Calvo brings you his top safety tips on getting the safest cot mattress for little one.

• Look out for safety standards. Ensure all mattresses adhere to BS 7177:2008+A1:2011 for ammability safety. Additionally, look for BS EN 16890:2017 + A1:2021 for cots and cribs, or BS 18700:2023 for Moses mattresses. These extra standards guarantee that the product meets various safety criteria, providing peace of mind.

• Make sure you choose the right size of cot mattress for the cot. The mattress should t the cot snugly, with no gaps between the side of the mattress and the cot frame.

• Opt for a rm mattress to provide support for baby’s growing body. Their spines and bones need much more support than adults do, making a rm surface essential for their growth and development.

• Provide advice to avoid second-hand cot mattresses. Think of how many hours baby will spend sleeping – it’s imperative they have a safe, clean and a supportive mattress. A second-hand mattress could be harbouring bacteria and not give baby the support they need.

TEL: 01536 647764 info@nurseryconnections.co.uk www.nurseryconnections.co.uk

Sound to sleep Sweet dreams

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.

Sleeptime 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 certi ed.

Today, there is a wide array of innovative products available that aim to address parental concerns and anxieties while ensuring the utmost safety and comfort for little ones. Through clever design there is now a host of sleeptime products for consumers to choose from, including breathable bedding, mattresses, cots, bedside cribs, mobiles, monitors, and soothers. We highlight some great products over the following pages that are all ready and available to order now.

Love To Dream revolutionises baby sleep with its innovative swaddle designs, ensuring a restful night for both infants and parents.

Their signature Swaddle UP allows babies to sleep in a natural position with their arms up, promoting self-soothing and a sense of security. Crafted from soft, breathable materials, these swaddles provide comfort and reduce startle re exes, leading to longer, uninterrupted sleep. As sleep experts advocate for safer sleep environments,

Love To Dream stands out with its commitment to quality and baby-centric design. For parents seeking a peaceful bedtime routine, Love To Dream o ers a practical and nurturing solution.

sales@cheekyrascals.co.uk | www.cheekyrascals.co.uk

Backed by Science and Engineered for Sleep

The Glow Sleep Easy is a 5-in-1 sleep aid that helps babies and children get the sleep they deserve. The device, which can be controlled via a free App; combines Red LED Light Therapy, Pink Noise, Humidi er and Aromatherapy, which work together to relax and calm babies and children and help them fall asleep. And when things don’t quite go to plan, there is sleep support via the App and a team of experts on hand to help.

For the holidays, the Glow Travel Sleep Easy, combines all the best features for sleep in a small, compact and rechargeable device which enables families to maintain their sleep routine on the go with limited fuss.

Both products can be used with the Glow Dreaming range of Essential Oils that are safe to use from birth, as well as whilst pregnant and breastfeeding. They are created exclusively in the French region of Provence, also known as the “French Riviera”, an area naturally rich in biodiversity. The range consists of 3 di erent scents; Glow Lullaby, Glow Breathe Easy, and Glow Defence.

For Sales and Marketing enquires or to learn more contact Stacey Simson on the below. Stacey.Simpson@glowdreaming.com www.glowdreaming.co.uk

Drift to sleep with the Ickle Bubba Drift Gliding Crib

The Ickle Bubba Drift Gliding Crib is designed with peaceful sleep in mind.

Suitable from birth up to 9kg, this crib is designed from the ground up with peaceful sleep in mind, with breathable mesh panels, a comfy mattress and a gliding function that can be turned to static mode when needed, meaning a restful night for both parents and bubba.

Quick and easy to assemble, the Drift Gliding Crib has a removable bassinet, enabling parents to have it either rocking by the bedside, or placed safely on the oor. Plus, if a bit of travelling is on the cards, the whole thing packs away into a handy carry bag.

For sales enquiries contact the below.

sales@icklebubba.com

Portable powerhouse

Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new roomie go from Joie.

This easy to fold, bedside sleeper is a portable powerhouse that will let parents and little ones sleep safely, side by side, without sharing a bed.

What sets roomie go aside from similar bedside cribs is the quick and easy fold that packs up conveniently into one tiny package. Compact and lightweight, roomie go is your perfect travel partner that is easy to carry and tucks away into small boots and cupboards. Roomie go also comes with a comfortably cushioned, yet rm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby.

uksales@joiebaby.com www.joiebaby.com

CuddleCo’s winning sleep time combination

The CuddleCo Nola Cot Bed is a stylish staple for any nursery. Featuring a neutral, two-tone design, the cot bed will seamlessly blend in with any nursery interior or décor. Parents will appreciate the convenience of Nola’s convertible design, e ortlessly converting to a modern, day bed that will last for years to come.

Pair the Nola Cot Bed with CuddleCo’s awardwinning Lullaby Hypoallergenic Bamboo Foam Cot Bed Mattress for a winning sleep time combination. Recently awarded Gold in the Made For Mums Awards 2024, the mattress has a 2 in 1 cover with a waterproof training side. The cover is easy to remove and is machine washable for easy cleaning.

sales@cuddleco.co.uk

Assured of a Cozysleep

The stylish Cozysleep provides both crib and co-sleeper functions and 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.

Fully height adjustable to suit di erent bed heights when using the supplied tting straps and features an adjustable incline to allow a tilt position which is medically recommended for babies su ering from re ux, colds and helps digestion. Finished with soft quilted interior padded sides and mattress providing a safe and comfy sleeping place for baby.

www.redkitebaby.co.uk

sales@redkitebaby.com

Helping babies to sleep

all over

the planet

Rockit have been on a mission since 2017, to help worn out parents.

Rockit’s award-winning sleep aids have even landed at Buckingham Palace, picking up 2 Queen’s Awards in 2022. They are not resting on their laurels and are busy working on new products to add to the range.

Matt Dyson, Rockit co-founder explains. “Sleep is (or the lack of it) is the most talked about topic amongst new mums and dads. We are excited to be working on a pipeline of new and innovative products to help parents navigate their child’s sleep as they grow. Watch this space!” www.rockitrocker.com

Built on heritage

Thanks to its pioneering designs, Snüz ensure parents can be right beside baby from day one with its innovative collection of Bedside cribs.

Boasting a ten-year heritage the original bedside crib, the SnüzPod, is trusted by parents worldwide to support safe, cosy sleep right next to mum or dad. Fast forward a decade and whilst SnüzPod4 is still a best-selling bedside crib, the brand has unveiled their complimentary lifestyle bedside crib. The award-winning SnüzPod Studio has been a gamechanger for parents-to-be looking for a considered and stylish first bed for their new arrival, all this whilst delivering practical features, enhanced movability, and peace of mind expected from any SnüzPod.

Alongside these two bedside cribs, the revolutionary SnüzBaskit gives the traditional moses basket a modern twist. Finished with stylish furniture and the brands extensive range of bedding, sleep aids and innovative mattresses, Snüz has created a truly unrivalled range to support new families to get all the ZZZ’s they need!

Tel: 01789 734 022

Info: trade@greensheepgroup.com

Practical and stylish

The Red Kite Snooze Crib is a luxury crib for newborns to sleep and nap in comfort.

Includes a generously padded mattress for babies’ comfort and is a simple and practical stylish design to use in bedroom, nursery or in a sitting room. Handy storage shelf included underneath and breathable see through mesh sides give parents full visibility of baby whilst sleeping. www.redkitebaby.co.uk sales@redkitebaby.com

Sweet dreams with Graco

Natural

Graco announces Sweet2Sleep, its rst bedside crib with a dropdown side that provides the perfect cosleeping solution to make those early night times with baby easier.

Graco recently undertook a sleep survey study with over 700 mums.

Sleep is a big issue for parents, with 87% telling Graco they have struggled with broken sleep since having a baby and nearly half claiming that the broken sleep was worse than they had imagined it would be. 69% agreed that managing their baby’s sleep routine was more complex than they thought it would be.

As the NHS relaxes its guidelines on co-sleeping, our survey found 60% of mums are worried by the idea of co-sleeping and 86% agree the idea of a bedside crib with a dropdown side is a good alternative.

Sweet2Sleep provides a safe co-sleeping solution at a fantastic price. The crib is packed full of features to keep baby safe and in reach for feeds and cuddles all night. The mesh sides keep baby well-ventilated and easily visible, while the side can be lowered quickly with just one hand to bring baby in closer.

To help relieve re ux symptoms, the head of the crib can be adjusted upward with a 4-position tilt, when the dropside is raised. And, with 11 height adjustments, and safety strap to secure the crib to the bed, it’s simple to position baby perfectly next to you.

The Sweet2Sleep is available now at the incredible price of just £80 in stylish neutral Oatmeal, to match any bedroom aesthetic. www.gracobaby.eu

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 liner options, to their chemical free 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 natural goodness and create the very best environment for their little ones to sleep in. Designing beautifully natural and timeless nursery essentials to support little one’s 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.

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

Rest assured

Maxi-Cosi’s See Pro Baby Monitor with CryAssist technology simplifies parenting by translating a baby’s cries into understandable needs such as sleepy, fussy, hungry, gassy, or agitated, and offers soothing tips.

Powered by Zoundream, the See Pro provides Ultra HD video through a phone app or a 5-inch parenting unit, featuring pinch and zoom, night vision, remote pan tilt and zoom, white noise, lullabies, room temperature alerts, and two-way audio.

It includes a six-month CryAssist subscription and integrates seamlessly with the Maxi-Cosi Connected Home collection, all controllable via the Maxi-Cosi Connected Home app for a smart, connected nursery.  www.maxi-cosi.co.uk

Sleep side-by-side

Introducing the ultimate sleep solution for newborns, Graco’s new Side-by-Side portable bedside bassinet.

Providing a seriously snug sleep environment right from the get-go that can be used all around the home from bedside to sofa-side, and beyond.

This stand-alone crib is unlike many bassinets on the market because it is purposely designed to be portable. The instant one-handed, one-action fold can be activated from either side of the crib - making it quick and easy to pop up and collapse time after time. What’s more, the compact, lie-flat fold makes it easier than ever to manoeuvre around the home, when travelling, and stowing away.

Set at the optimum height to keep baby beside you at night, the vented easy-view mesh panels for improved airflow also offer peace of mind that baby is kept in sight. Adding further value, the Side-by-Side can transform into a travel-sized infant bed by simply removing the lower legs to become a portable cot that packs up perfectly.

Further convenient touches are also considered to help the early days of parenthood from the large storage basket underneath for keeping essential supplies within easy reach, a removable quilted padded mattress, and a carry bag for no-fuss travel and storage.

This well-thought-out modern neutral bedside bassinet is a fresh and contemporary alternative to the Moses basket.  www.gracobaby.eu

Supporting mum

Snüz has pulled on its expertise in sleep to support mums-to-be with the SnüzCurve pregnancy pillow.

The innovative SnüzCurve has been meticulously designed by a team of respected health experts including Midwives, Chiropractors, Health Visitors and Physios, to ensure pregnant women are sleeping correctly and comfortably. The uniquely shaped pillow seamlessly curves around the pregnant figure and growing bump, and thanks to its innovative KneeBlade design, guides mums-to-be into the correct sleeping position. Taking the pressure off hips, legs and ankles, it also supports the upper body, creates a neutral spine posture, relieves pressure on the bump and ultimately keeps mums-to-be comfy.

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

The highs and lows of

feeding

We shine the spotlight on a great variety of highchairs o ering space saving, versatility and multi-functional feeding solutions.

Mealtime made simple by Ickle Bubba

Branded ‘the ultimate highchair’.

The Switch Multi-Function Highchair by Ickle Bubba can do it all, with loads of adjustable positions, a compact fold and innovative space-saving features, all while being easy to clean. This highchair adapts to any challenge for a comfy and hassle-free mealtime.

Simple and easy to use, this kitted out highchair is Suitable from when little ones can sit up unaided up until 15kg. It has a 3 position recline, an adjustable footrest, 6 height positions and a 2-position removable tray. So, wherever they’re munching, mealtime will be sorted.

For sales enquiries contact the below.  sales@icklebubba.com

Evolving needs

The kitchen is the heart of the home and the Ergobaby Evolve 3-in-1 High Chair is designed to be the heart of every kitchen. Carefully created to support little ones through each stage of growth it has three di erent modes: the High Chair is usable from six months to approx. three years (up to 15kgs), the toddler chair supports them as they grow (up to 100kgs) and the kitchen helper is suitable from two – seven years old (up to 45kgs).

Easy to fold, clean and use, the Evolve High Chair is a timeless piece of furniture that helps families share the magic of everyday moments together.

www.ergobaby.co.uk

Time for Nom Nom!

The practical new booster seat from Red Kite baby can be tted onto a chair to feed at the table and can also be used on the oor as a rst chair for toddlers. Suitable from 6 months of age as a booster and oor seat and then from 12 months upwards as a toddler chair. The Feed Me Nom Nom can fold easily to use as a travel chair and features a handy carry strap. The compact folded size also means storage is easy. The feeding tray is practical to clean away those messy mealtimes and has two adjustable positions plus the wipeable PU leather seat liner is especially useful for cleaning. The Feed Me Nom Nom grows with your child with the adjustable three height positions in both booster and oor seat modes.

sales@redkitebaby.com www.redkitebaby.co.uk

SnackEase - Graco’s newest

highchair saves family time and space

Graco bolsters its homecare range with SnackEase, a new highchair that folds fast, folds compact, and stands upright when folded. Coming in at just £60, this highchair provides a budget-friendly and space-efficient solution to mealtimes as a family.

Lightweight at only 6.25kg, it makes the one-hand fold quick and easy, allowing parents to manoeuvre around the house fuss-free. The removable tray with an integrated cupholder comes off and on with complete ease. Other features that complete this highchair include a 3-position recline, fixed footrest, wipeable seat pad and adjustable 3 or 5-point harness, so little one’s safety and comfort is assured. The Organza colourway will fit nicely into any colour scheme. All this convenience can be packed up into a free-standing fold that takes up minimal space.

SnackEase is suitable from approximately 6 months to a maximum weight of 15kg.

www.gracobaby.eu/UK

Compact, classy, practical

A classy and practical wooden effect modern Feed Me Klic highchair from Red Kite Baby that can fold compactly when not in use.

The Feed Me Klic features a seat and removeable feeding tray as baby grows to allow a handy chair for toddlers and young children to sit close to the table. In seat mode, the Feed Me Klic is suitable for children from 3 years of age until adult. Supplied with a soft padded PU seat insert to make mealtimes comfortable. Easy clean plastics for practical use during and after feeding time. When not in use the rear leg folds in and the tray can hang on the rear of the frame which enables practical storage in between mealtimes!

sales@redkitebaby.com www.redkitebaby.co.uk Six in one!

Meet multiply 6in1, a dinner date plus play date all in one; this highchair has every mode imaginable from 6 months, up to 6

Starting from a baby mode highchair up to a maxed-out highchair, then converting to a mini table with every mealtime milestone in between; finally, converting to a booster seat, portable booster and toddler play

Multiply has all the ingredients to cleverly re-mix into a perfectly sized and suited mini-table designed for toddler’s playtime, art time and dream away time.

As a booster seat it can travel along to dinner dates when in the booster mode with a quick tuck away and easy tidy

uksales@joiebaby.com www.joiebaby.com

Versatile feeding

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 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 ready to move on to the next stage the tray can easily be removed to allow little one to experience their first tastes of family mealtime 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.

uksales@joiebaby.com www.joiebaby.com

Weaning can cause both joy and anxiety for many parents, fortunately we’re lucky that we have brands who assist by o ering products that can help! Here we shine the spotlight on weaning products that are all available to order now.

Mess free meals with Ickle Bubba

Adorable and functional, Ickle Bubba’s 6 Piece Silicone Feeding Set makes mealtime easy.

From cutlery to cup, the a ordable and stylish nursery brand have combined all their best food-grade silicone feeding products, with every part designed to lend a hand during mealtime. With beautiful colours, cute designs and helpful features, the charming, animalthemed silicone plate and bowl, both with suction bases keep the meal where it’s supposed to be: on the table! To help wash down their meal, bubba can grab onto the perfectly sized handles on the Silicone Cup. Plus, the sipping spout means no spills! And just in case any food does go astray, the Silicone Bib is ready to catch it.

For sales enquiries contact the below.

sales@icklebubba.com

Functionality

with style

Meet the Vital Baby NOURISH silicone weaning collection.  A stylish range of weaning products that combines supreme functionality with style.

This new collection of bowls, plates, spoons and mats are made from 100% super-soft, durable silicone and come in a stunning range of muted tones, including ‘Crushed Mint’, ‘Sweet Butterscotch’, ‘Blush Raspberry, ‘Dusky Mauve’ and ‘Moody Blue’.

The collection is perfect for when little ones start to wean, all the way through to toddlerhood and beyond, for stress and mess free mealtimes. It is ideal for when baby wants to start feeding themselves and for baby-led weaning, to help them gain more self-feeding con dence.  It is also available as part of a coordinated toddler feeding essentials range, including plates, bowls, pots, cups and more.

www.vitalbaby.co.uk

Bring fun to the dinner table

Invite the Deer friends to join dinnertime and let them inspire children to try new and di erent types of food. Elphee and Croco are having fun at the playground, and they are excited to join little ones during mealtime at home.

Discover new cute dinnerware for babies’ rst meals and keep little ones clean with practical easy wipe bibs. Make eating fun through storytelling with Deer friends! The Done by Deer mealtime sets are perfect as a gift.

Contact Gwen Peacock for more information.

Tel: 07876 150 729

gwen@donebydeer.com | www.donebydeer.com

Mealtime solutions

Cheeky Rascals is delighted to offer two innovative gadgets to support families as they navigate the weaning process with their little ones.

From prepping nutritious and delicious homemade meals with the ingenious Baby Brezza Food Maker Deluxe, to mealtime comfort with the cleverly adjustable Ziza Highchair and Tray, that offers a sleek design to fit impeccably into any contemporary home, the carefully selected products will provide families with stylish, functional and high-quality solutions to aid the mealtime madness!

For further information visit the Cheeky Rascals website below.

www.cheekyrascals.co.uk

Celebrating 20 years of innovation at Bibetta!

Bibetta are thrilled to announce that they are celebrating its 20th anniversary! Two decades of dedication to protecting babies from mess, pushing design boundaries and making a positive impact for families across the world.

Since 2004 Bibetta has come a long way and their ethics, as a family run company, are still the same; to create a ‘better quality bibs’ that are more comfortable, easier to clean and longer-lasting value for parents. They’re proud to have made thousands of happy mealtime moments for families, starting with their famous neoprene Ultrabib range (pictured) and their multi-award winning Wipeezee collection.

Tel: 01223 676098   enquiries@bibetta.com www.bibetta.com

make eating

fun & practical

Foodie tableware in durable and recycable PP free of BPA, phthalates & other harmful substances microwave & dishwasher safe perfect choice for kids single items & dinnersets

suction base or anti-slip practical eating tools tell stories at mealtime

Go green

In today’s world modern parents are not only concerned about the safety and comfort of their little ones but also about the environmental impact of the products they choose. From car seats and prams to nursery furniture and infant toys, there’s a growing trend among parents to scrutinise the fabrics and materials used in these essential items. This shift in consumer behaviour has prompted many brands to move focus on their manufacturing processes and carbon footprints.

Here we shine the spotlight on products with eco credentials that are available to order now.

Formed by nature, crafted by hand

The Aria Wave Furniture Collection is one of CuddleCo’s new ranges for SS/24, consisting of beautiful nursery pieces handcrafted with rattan.

Rattan is a natural material that grows all year round and regenerates quickly after harvesting. Rattan canes can be harvested from the main plant whilst it grows, meaning furniture pieces can be made again and again from the same plant. Each furniture piece has its own natural character, giving it a uniquely beautiful nish. Packed in cardboard using minimal plastic to protect its xtures and ttings. The Aria furniture pieces are carefully tied using ra a palm leaf to hold them in place during shipping.

sales@cuddleco.co.uk

Eco values

Luxury version of the award-winning Push Me Koko stroller featuring recycled plastic fabrics to support eco values and innovation.

Featured on a champagne lightweight anodised chassis that sets this model into a class of its own and is supporting the environment at the same time. Showcasing a lightweight, sleek, and stylish frame that delivers on all fronts. A deep padded seat featuring a luxury quilted nish allows plenty of room to take this stroller from birth to around 4 years of age.

Fully adjustable full recline means the Push Me Koko can be adjusted into several seat positions. Easy one hand fold to make travelling easier and compact folding means the Push Me Koko can be folded and stored with ease. Includes luxury PU leather bumper bar and handlebar. A large extendable hood with viewing panel allows you to check on baby. sales@redkitebaby.com www.redkitebaby.co.uk

Recycled fabrics with Joie’s Cycle i-Trillo

This i-Size certi ed booster seat has been made with 100% recycled fabrics. Packed with 24 recycled bottles, you can take part in protecting our planet while protecting little one.

I-Trillo boasts a super easy install thanks to colour coded guides that clear the path to a simple and intuitive buckle up with a 3-point seat belt. I-size safety upgrades mean that both you and kiddo can rest secure, with side impact protection designed to absorb force in the event of a collision.

The 10-position headrest adjusts with just one hand to quickly match passengers of varying heights with the perfect t.  uksales@joiebaby.com www.joiebaby.com

Better Sleep For Everyone

Folk & Thread are making waves as the newest Baby Sleep Bag brand in the UK. They have already scooped the Gold Award for Best Baby Sleep Bag and the bronze award for Best Eco Product at the Made For Mums Awards 2024. Their baby sleep bags, blankets and sheets are all sustainably made from organic cotton by fairly paid skilled workers in India. They threw out the rule book when it came to packaging design, moving away from the material heavy boxes and wraps currently popular amongst baby sleep bag brands and opting instead for an eco friendly gift wrap of ribbon and recycled card tags.

The brand is looking after people as well as the planet, with a partnership and donation programme in place with The Lullaby Trust, so that every time a parent buys from Folk & Thread they can sleep better, knowing they are helping babies in need.

To get in touch contact hello@folkandthread.co.uk www.folkandthread.co.uk

Comfort and safety

Mica Pro Eco is the benchmark comfort and safety; this car seat is built to today’s highest i-Size safety standards and made with soft, 100% recycled fabrics, offering parents the best planet-friendly choice.

G-CELL 2.0 Side Impact Protection adds an extra built-in guard and provides maximum protection with improved 3D impact absorption from multiple angles, to ensure your baby’s safety. No compromises or half-measures; the Mica Pro Eco rotating car seat really delivers. It can be used from birth thanks to the comfortable Baby-hugg inlay, all the way until your little one is 4 years old. That’s four years of travelling in the safest rearward-facing position with this 360° car seat. Whether they’re a newborn or a toddler, the easy-in 5-point safety harness will keep your baby safe and secure at all times.

www.maxi-cosi.co.uk

Splash About launches

Snippets, new eco-friendly

water toys!

Snippets are a brand-new range of eco-friendly water toys from Splash About.

These super cute sea creatures have been created from leftover neoprene that otherwise would have ended up in landfill.

Snippets are designed for use in the pool to encourage water confidence and to help build swimming skills.

The Sardines and Seahorse are weighted dive toys, while the Starfish, Whale and Stingray are all designed to float on the surface of the water, making them ideal for throwing and retrieving in baby swim classes.

Available now!

www.splashabout.com

If your company is a member of the Baby Products Association and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

Get an insight into the next generation of families…

The Baby Products Association is delighted to announce the keynote speaker at its AGM event in London on 19th June 2024 as Nick Richardson the Founder of award winning The Insights Family.

This leading market research company provides real-time market intelligence on the attitudes, and consumption of kids, parents and families across 22 countries and 6 continents, providing clients with access to the most comprehensive and dynamic market intelligence of its kind, on their attitudes, behaviour and consumption as well as tracking more than 56,000 brands and IPs across these markets.

Nick explains: “This generation of families are like no other. Both parents and kids are super-informed and constantly connected meaning they are more nancially empowered and in uential than ever before. Our presentation will be focussing on this generation of parents, who are both from the Millennial and Gen Z generations, whose attitudes, behaviour and consumption are far more dynamic than previous generations, and will identify some of the latest trends which the baby products industry need to be considering”

For more information on Nick and The Insights Family visit www.theinsightsfamily.com

What you need to know about the EU General Product Safety Directive

Another not-to-bemissed seminar will be presented by James Birch of SGS, the world’s leading inspection, veri cation, testing and certi cation company, recognised as the global benchmark for quality and integrity.

James will explain how the challenges in regard to product safety are constantly evolving. He will also describe how new technologies, growth in online sales, inconsistencies around complex market surveillance rules, lack of e ciency in product recalls and the need to align regulation provisions to ensure standardization have all led to the need for an update to the EU General Product Safety Directive (GPSD), Directive 2001/95/EC.

strict regulations worldwide, demonstrating the safety and quality of juvenile products you bring to market. As Baby Products Association members, you will receive 10% discount from in house testing at the SGS Bradford lab.

An update on R129

R129 Car Seat regulations are being updated and the implications for UK companies manufacturing car seats and retailers selling them will be explained. Luke Burns of Cybex will provide you with all the information you need and answer questions you may have.

Amazon to be con rmed …

Amazon is one of the newest members of the Baby Products Association and a representative will be attending the AGM to give a presentation – visit the website at www.b-p-a.org for more information.

Why now is time to join your industry trade association

Marc Hardenberg, chair of the Baby Products Association, will share exciting plans for the trade association in the future. For the rst time, the association will be welcoming retailers and industry partners into membership and believes that 2024 is the year that the nursery industry should come together to promote safety for children and a more prosperous trading platform for all industry suppliers.

An open invitation

The Baby Products Association’s AGM, seminar and networking event is free of charge and open this year to both members and non-members. It takes place on Wednesday 19th June 2024 at Wellington Hotel by Blue Orchid, Wellington Hall, 71 Vincent Square, London, SW1P 2PA (nearest tube station - Victoria and St James Park).

www.b-p-a.org

Published in the O cial Journal of the EU (OJEU) on May 23, 2023, the GPSR entered into force on June 13, 2023, and shall apply from December 13, 2024. It replaces the GPSD and Directive 87/357/EEC, related to Food Imitating Products, and amends Regulation (EU) 1025/2012 and Directive 2020/1828, pertaining to standardization and consumer protection. As a regulation and not a directive, it imposes clear and detailed rules in relation to product safety without the risk of divergent transposition by Member States.

SGS o ers a range of consulting, training, product development, testing, audit and inspection services to ensure that you comply with

Association members are invited to arrive for a 2.30pm start, with non-members invited to join the event from 3.00pm onwards with a great line-up of speakers, followed by networking drinks and nibbles.

For catering purposes, all attendees are requested to register online at: www.surveymonkey.com/r/HVRB2Z6

If you would like more information about joining the Baby Products Association or about becoming an association partner, email Christine Scippo for the latest 2024/2025 membership information pack –christine@b-p-a.org

Insights

The brand that parents trust sales@clippasafe.co.uk

Go further, go finer

Ride in luxury and install with ease, with the new sprint from Joie Signature.

Whether on the go with the built in ISOFIX points or paired with the i-Base Encore to add a 90o spin, this seat is ready for all your adventures, anytime, anywhere.

Sprint is a convenient infant carrier made for everyone. Parents, grandparents, and sitters alike can drive confidently knowing that baby’s seat is installed properly, thanks to the built in ISOFIX connectors that lock directly to a vehicle’s anchor points in seconds – no need to wrestle with a seatbelt or lug a base from car to car.

Sprint is the perfect addition for any newborn – the slim, baseless profile provides an easy backseat fit for families with small vehicles or multiple children in car seats. Sleek and stylish, sprint comes with all the Signature styling you would expect, as well as the most up to date R129 safety compliance, including side impact testing.

Not only does sprint slot on to the back seat with its own ISOFIX connectors, but it is also compatible with the i-Base Encore allowing parents the added advantage of a spinning seat, making those ins and outs even easier.

Parents can rest at ease that their little one is cradled in safety and comfort thanks to the Tri-Protect headrest, offering security with three layers of comfort inside the wings.

Tailor their fit with the adjustable headrest and removable body insert made to accommodate growing babies and also keep them comfortable no matter the weather with the UPF 50+ sun and water repellent canopy with a zip open ventilation panel.

Sprint is also compatible with most Joie pushchairs.

*Please note - colour shown may vary.  uksales@joiebaby.com www.joiebaby.com

Playful lunch box set perfect for the playground

Make children’s daily adventures fun with this cool Done by Deer lunch & snack box set, perfect for preschool, school, and outdoor adventures.

The set features a straw bottle with a foldable straw and a spill-proof lid decorated with playful Croco scales. The snack and lunch boxes come with a practical divider for organised packing.

Fun illustrations of Birdee and Elphee flying a kite add a playful touch to little one’s mealtime. Elphee and Croco are ready to join the fun, making every meal a great experience whether at home or on the go.

Contact Gwen Peacock for more information.

TEL: 07876 150 729

gwen@donebydeer.com | www.donebydeer.com

Splash About launches its first collection of women’s swimwear

Splash About’s rst capsule collection of adult swimwear is designed for women to feel body con dent in the water and around the pool, whether it’s taking baby swimming or relaxing on holiday.

The Tummy Control Swimming Costume sculpts curves and atters without feeling too restrictive, while the adjustable straps and padded cups shape and support. Available in two attering colourways, navy blue and forest green with an RRP of £25.

Splash About’s collection is available now in sizes from 8-24 and is made from recycled polyester. It’s quick drying and chlorine resistant, in a choice of three flattering styles. www.splashabout.com